internal comms ebook

8/8/2019 Internal Comms eBook

1/28

ByDav i D Gr ossm an,aBC, aPr, Fw Prsa

Going Slow to Go Fast:

Makin Interna Communication

Work for You


2/28

312 N. My St. Suit 101 Cicgo, IL 60607 p. 312.829.3252 YourTougtPrtnr.com

2

The BoTTom line is This:

Good employee communication can improve an organization and drive business success by turning strategy into action.

T t , w, tt dpt t w d

t cuct c, dpt t u

tt df td wkpc, dpt

tg d d , c wtt t jt cp t gttg tug

t p t p t cct t dt:

Only 37% p c

udtdg wt t gzt

tg t d d w.

1 in 5 p tutc but

t gzt d t g.

20% c gt btw t

tk d t gzt t g.

Gd t cuct gt t g ut, but gt t cuctp p cct t dt btw cg bu ttg d t .

W t gd, t ; when its great, it engages employees and moves them

to action. Qut p, t p pp d gzt b btt.

T g w ub w u cd tt

dcct btw p d t bu gfct

dtct gzt ucc, pft, d gwt.

Cd t fdg ct Tw Wt tud:Effectiveemployeecommunicationisa leading indicator

o fnancial perormance.

Companieswiththemosteffectiveemployee

cuct pdd 91% total return to

shareholders, cpd wt 62% or those that

communicated least eectively 2002-2006.

Firmsthatcommunicateeffectivelyare our times more

likely t pt g p ggt .

t tt cuct ct.

Asignicantimprovementincommunicationeffectiveness

ctd wt 15.7 percent increase kt u.


3/28


3

Cuct t

eel good pt gzt.

it pt dc cp gt , ukb

pft xct , dcttd d pp

W, u gt t pctu. s wt u wtg ? i t

pg tt w, t u , t ttg bd, d w

t bg ptg uccu t cuct pg

tt w c u w ct, bud tg t, d

utt k u t gzt uccu.


4/28


4

Wt i it Cuct?

W cuct, bd dfd, xcg t,

t cuct d wt t xcg t wt

gzt t ct d udtdg tt d t

b d ct dd t t bu wd. ect

t cuct ct p t tt cug

d b p t xcg d wt c-wk, wc

d t gt pductt, t d bu ut.

atug cuctg wt p k

c (although how common is common sense

today?), t t w put t pctcpc td

t-pcd bu t. T wd cgg pd,

d cg bc t wtcwd gzt cu

wt t c d t b btt. a ut, p

xpcg cg tt t d t cu,

kptc, d tut, wc utt gt t w

bu gttg d. Tt w t cuct

bc ctc td t b.

info

rmatio

n

unde

rsta

ndin

g


5/28


5

Td cuct t

it d

sd

Ct

F

T

Cd d ct

Fc-t-c, c d

egg, ptcpt,

B pt t ct

i

etg tt

iuc d pud

Then noW


6/28


6

Cg #1:

Bu etWt d i w i tk butchange? Cd t wg

ct tt ctt cgg,

ctg -tg ctxt d

gdg p cut,

uctt, d :

Tk cp cpt

acpc w t c

t d d t bt t bud

d t tut. T d,

gzt ud ttck d

ptctg t; t pu

utg d t fd t

w; d p, w d

t t cud d pduct w

t , ub g t jb, tkg

wk, t ukw,

cbt t.

Tut btw p d

t p t -t

w, w kptc d cc

g. a 2010 mtz rc

p ud tt 11%

p tg g tt

t g w ctcbtw t wd d t

ct, d pct

tg g tt t tut

d t k ut t bt

tt. appxt ft

pdt dg tt t

cp d cpt

t d tc, d qut

pdt dg tt t

tut gt t k t gt

dc t uctt.

T g ub!

ad gt t: n tw td

(63%) pdt wt tg

tut gt wud bpp t pd t t t

c wt t pt cp.

T cp t

pct pdt w

wk tut gt.

Td, p puttg

d tc tt

w t c t g tut, t

d t wk d. ecc

tdw d cpt cd d t gt xpctt

d gut ud

tpc, d t-d-

ct p d. T

pg fd cgd.


7/28


7

Cg #2:

ep-ep CtctT tp btw p d p

cgg d. Bu ddg

qut d pductt t c t pu

t t W stt d d. at t t,

p kw t uc tg jb cut.

i t wk gfct

cc d bu

cg d g

cptt, dut

kg cut c

t pt

cudg p tg

d dpt d bft.

mw, t gzt

dg wt cd

pu t utucg

t c ct d

uctug.

et w, t bcg

cg dfcut

p t ctdct t d t

t cttd w t

udt wt t xpct

t p c cg

tt.

i gt t dg t,

t wd, d t

p-p ctct

w kw t t xt? T

w . T d ctct

b pcd b wt i

c t w d, wc

gzt wkg

dfg td. T tt

t g gt

dut d tut

bcu xpctt t

c btw p d

p.

T w d

udtdg t ctct,t t c t b ttd xpct:

ogzt ut k t

ct c wt t xpct

t p, d wt

p c xpct t

gzt.


8/28


8

Cg #3:

TcgT itt t gt w

t c t ccg t.

nt t p t gt t

quck, but wt t pt c

k bg, t t t t k

t b t t. at t t,

gzt t cgd wt gttg

w t p b t d d bgg

p pcpt d w k u k

t bt dp tck pc.

m ct, c d tk d d

w tt c k p cctd

d d, but tt c ct

tct d tp-budg.

ogzt d t fd w d dt

w t gtd dp ttt

d ggt, d t d t gt t t

ft d gu w.


9/28


9

Cg #4:T ec d Gb eta t wd bc d gb cptt tf, gzt

cud w d dt w t bt pc d pductt.

Bud ggpc bud,

cbd wt t c gb

t, cc c u

pt t wd, d t

cc pu qu

gzt t k tug

dc tt pct p

t . T dct uc

cuct gzt t

t fd t bt w t cuct

wt p dt cut,

w pk utp gug,

g dt cc, d

w t cutu d

. ogzt t d t

cuct t g, but

w tt t d pp

t t u cutu uc,

t w ctdg wt cd

cut t pubc d

gt gt.


10/28


10

T bu wd, t wd, p wd

ctug t cg t cctd pc, g cuct

d d wt t dutg cg kpg p cud,

cttd d ggd wt k t uc.

The good news is that good internal communication can create

a consistently calm harbor even in the stormiest environments.


11/28

312 N. My St. Suit 101 Cicgo, IL 60607 p. 312.829.3252 YourTougtPrtnr.com11

ep eggt d

t Cuct r

acg tut, cdbt d pc

ggt t utt pz

p, w t .

eggt t dg t wc wk

t cct wt t p d gzt

tt w t t dt wt, b ttd b, d b

wg t xpd xt t t p (.g., xt

t, bpw, g).

it d t p wg t dct b t gzt d

bd. T d ct tt p t ggd. T gt

pct pductt, ut, d u d t pct t bu.

accdg t t 2009 Gup ep eggt idx, but td

p gb ggd, 20% ct dggd d t tjut

but t c. ou gtt pptut xt u bt t p t

ddu w t c t b ggd, d t kp d-ggdp cttd (t t dg t bu). ig t pct w

cud gt 5 pct, 10 pct, t c t ggd? Wt

gt tt pductt d ut?

Not Engaged 50% HUGE engagement opportunity

Engaged 30%Give extra effort regularly

ActivelyDisengaged 20%

Checked out

On t fnc

Gallup Management Journal 2009

Cuct d cuct p k t

ggt pc. Gt cuct c gg

p t cut tug t cutt t pk dct t

t, d btt ptd t cuct

t kw w t cct ct wt p.

Ft, p d cuct ut cgz

tt p ggt tw-w tt, d

ut tt ggt gt p g t

gzttt c b g wtd t

t. it up t t d t ccpt pbt

( t w p t bft ) kg t tt w.

nxt, dc k d t z tt ggd

p d t jut t. T d

c-t-c cuct d dgu.

Cuct p t t t

t tct. it up t t t ctt cuct

btw d d p, d wt ddu t.

y, cuct pbt, but t up

t t cuct t d w d ggt.


12/28


T udtd w t cct wt p,

t ptt t cgz tt ggt

bt t d t ct

tg t wk d t wk xpc.

T t ct t tt t t

ddu p tct d t

pt d ft t gt t wk

d bg pt gzt. T t

ct, b ctt, t t t tp

btw t ddu d t bd cp.

a xp t wud b p

udtdg t d t t ,

t t t t cp bjct.

You may not realize it, but youre actually engaging employees

every time you:

Helpthemunderstandtherealitiesofyourbusiness.

Connectthedotsbetweenthebigpictureofyour

bu d wt t t t d t jb.

Reinforcethattheycantrustyou.

Askfortheirthoughtsandfeedback.

Askhowtheyaredoing.

i ggt cttd fct wkg t

d tp, t bu pt t k t pt

wudt b cpg. But t xt t, t wg t ct

cp d t dct u gzt, t d t

pd u ut t d k ggg p

ctc ucc ct bu.


13/28


Ddyu

Kw?

Disengaged employees have a staggering effect on business. Recent studies have shown that

lower productivity has an estimated economic impact of $300 billion per year, while increased

workplace injury, illness, turnover, absence and fraud have an economic impact estimated at

$1 trillion per year. This is felt around the world at a global level, but it also has very personal andimmediate effects on organizations, departments, teams and, as a result, individual employees.

Communication Issues That Disengage Employees

1. it d.

2. n c udtdg bu g d pt.

3. ld w dt wk t tk.

4. Cuct cck-t-bx ctt d dt gt t

p t w.

5. ld w dt u cuct d dt p

t cuct.

6. Cuct tt ct, cttd d t t t

qut d.

7. Wtdg t tg t g.

8. ltd cc t g, t d dp.

9. Bg td t d tg wtut t pppt ctxt.

10. hg w t d cut b g t

t p.


14/28


T Fc it Cuct Td

T ctt cg tt td bu t ctd

w cg cuct, pc bcu t b

ccpd b ut t d d xpctt p.

a t tt p t wk

tt uc d t kp t bt p

d t kp t ggd. o w wc

gzt ddg t ggt

cutu tug gfct g bft

g. T t, w, w

cuctd w tt p p

u udtd wt b t t.

Fut, t bft u ppt ct d t jb bcu bft

dt tt t t gzt.

Th rality is that organizations dont

inspir mploys. Popl do.

ep gt d t b p

cctd t t p cp d t d.

i pt, t bcu t gg

w t jb d t cp t wk

t t w t pt. ep c but

t gzt t wk , wt t td

d w t ct t ddu, d t

cut t g. ad uk gt pt,

td p wg t jb t jb

c t p tt t bt ft t.


15/28


16/28


DoYouReallyUnderstandYourEmployees?

ep j gzt bcu t ctc

d, bft tp-tc tg, but w g t t

d w pduct t dct td t t b.

T t, g w cuct t d

t c t, tctc wc t cuct

dptt pb, k t b

dpd ( t bcg btt pt t). But cuct d k tt

tdt t b pzd gzt

d tt tk pctc d pg.

Tk t t w: cp dt jut dcd

d tt t gg t put w pduct t kt

d t wg t. it pd, ttd d cu

cttd t u pt p. T ud g w d cuct, d tt

t t t c.


17/28


T ut tt t cuct td d t p tw-w dgu

t g ug jut t dtbut t. T k t ct cuctg wt

p tug tw-w dgu tt wt wg t k qut tt p .

Wt p k t t, t t

t k qut tt t

dwt w c The Eight Key Questions.

T qut t k mw c

dwc pupt tt t p

ufd ct d c

bg t t cpx tugt,

-w d udtdg t

tt p bc d t b ddd

ft b t c bg t tk bd

t. ep c qut -

cud qut tt p t udtd

wt ppg ud t d wt t

t t pcfc. o qut, xp,

Wt jb?

W t -cud qut wd,

t p b t k bd

t d bc ttd t

w-cud qut. a w-cud qut,

xp, Wt u bu ttg?

it ptt t b tt t

qut tt p tk but, d

pp k, dwt t w

t t gzt t. W cg

pp t t d td t-pcd

bu wdp dt g

bck t t -cud qut.

I Am Your Employee

Wt u d t kw but t dt p td.

Imbombardedbymessagesandcommunicationsclutter.

Ihavealimitedattentionspan.

Ifyouwantmetochangemybehavior,Imusttrustthepersontellingmetodoit.

Immorelikelytopayattentionifyoumaketheimpactonmeclear.

Immostinuenced(andwanttohearfrom)mymanagerandseniorleaders.

Immorelikelytopayattentionifyoucouchcommunicationinarelevantstyle.

Iappreciaterepetitionovertime.

Iappreciatehavingachoiceofmediawhenbeingaddressed.

IllpaymoreattentionifIvehadachancetoprovideinputupfront.

IfIseetheleadersinmyorganizationbehavinghowtheywantmetobehave,

i k t p ttt.


18/28


T h e E i g h t K E y

Q u E s t i o n sa L L e M P L O Y e e S h a v e

8. How can I help?

7. Whats our vision and values?

6. How are we doing?

5. Whats our business strategy?

4. Whats going on?

3. Does anyone care about me?

2. How am I doing?

1. Whats my job?

we

transition

me


19/28


Kwg W Cuct i et

nw tt u kw w t cuct

ptt, t k t t tut

tt t tgg t d cuct:

Business Changes

i t cg t w bu w b d d t

gg t ct p, t ptt t t t wt

gg t b dt, d wt t d t d dt

ut. T pp t bd ub tut, uc :

Whenleadersneedtotakespecicactiontoaccelerate

bu ut (.g., tp- gwt, pft, tc.).

Achangeinbusinesspriorities,metrics,leadership,etc.

Achangeinorganizationalstructure(e.g.,merger,cqut, dwzg, pt cg).

Surveyresultsarenotwheretheyneedtobe.

Needtocreateanddominatenewmarkets.

Operationalchangestoimproveproductivity,cutcosts,etc.

Driving Behaviors and Actions

it cuct t u d t d w

dt b cutu cg. ep d

t kw wt xpctd t d wt t d t d

dt. T c pp t pcfc bu tt

pjct, t bd b t gzt t g.

Celebration

lt p kw t gzt ddu c

pcfc t w tt ud b cgzd. T

kp t ttd, ttd d ggd.

The BIG Oops

Cuct tk tt c ut p dw (literally and fguratively)

Inconsistentmessages

Talkingatemployeeinsteadofwiththem

Communicationdelaysnotrespondingquickly

Spinningmessagesinsteadofspeakingtruthfully

Breakdownintechnology

Nottellingthetruthorsilence

Usinglanguageemployeesdontunderstand


20/28


hw t Bk Tug (or Avoid) Cuct Cutt

Cuct t t bt but g

pp t ct. ec t u pp t

cuct t, ft tk but t

bu utc u wt t c. T,tk but wt u wt p t tk,

d d ut u cuct.

T w p t g u dp d

p u c t c u u t

t g.

ep d cc t gp u

tpct d t b t db

t t p t t (tt

t ). ad w p tg

but tpc, t uc k t

tk ct t (tt t d). Wtut c

t ct, t jut t.

it ptt t b tt ptt

ctc t ug u udc cd t

g d udtd wt xpctd

t. W p t g

t up (t pd uc), t

Ceo, tug t cp itt tug

t gp, t k t tk tc,

b t d, t ptt, ct t.

Breaking Through

Planallcommunicationusingastrategicapproachthatfocuseson: outc audc mg Tctc mut

Rememberthateverythingcommunicates.You cantNOTcommunicat.

Focusonmessages.Peopleonlyrememberthreetoveheadlines,somakethemcount.

Prioritizeandstreamlinemessagesandthechannelsusedtocommunicatethem.

Createaplatformwithcoremessagestofocusonandreinforcewhatsmostimportant.

Rolemodeltheactionandbehaviorsyouwanttoseefromothers.


21/28


sttgc it Cuct

Pg D rgt

nw tt u t ptt

cpt t cuct, t

t t put t pc t puzz tgt.

STeP 1:Articuate oa,

viion and miion

STeP 2:Meae

deveopment

STeP 3:Communication

pannin

STeP 4:Impement

STeP 5:Evauate

aaint oa

ctd t ctxt t cut t

The Five Steps to Meaningful Internal Communication


22/28


STeP 1:Articuate oa,

viion and miion

STeP 2:Meae

deveopment

STeP 3:Communication

pannin

STeP 4:Impement

STeP 5:Evauate

aaint oa

Step One:

at t t tg, u

udtdg u dd

utc t ctxt t gzt g,

d .

T tcutg

tt t gzt

g, d .

T u tt t

bgg u tkg

bg pctu: Wt t

utc tt u wt t

c, w d t t tbu pt, d w

d u d t p u

gg t c t

g?

Step Two:

Dp k g

tt cuct wt

d pk t t gtudc. mg d

t b c, cdb d

t wt u udc.

a ctc pt t

g dpt

pc udtdg

w u udc

cg u c

k u g

pwu gu tt. Tt w c

c . Wt dt d u

d t bt udtd

u udc?

Step Three:

Budg t c gg

u dtfd d

dpd, u xt tp tct p tt tcut t

ppc cg t g

dtfd stp o tug

cuct.

a pt t p, u ut:

Identifythekeyaudiences

u d t c.

Decideonthebestvehicles

cuctg tg (.g., -p

tg, wtt tc,

tt t pdt, tc.)

Selecttheappropriatetiming.

Step Four:

B w, u cd

t ptt p

u cuctp. it w up t u t

put t b t p d t

bg cuctg wt

p.

Usingyourestablishedplan

gud, u ud u

t u cuct

t b t c

u p wt u

pwu g w tw t t g

t t. T w utt

d t utc u k.

Step Five:

yu ud tt wkg

stp F u

udtkg stp Fu.T t ut p.

T t tp ctc

ug tt u d t

dd b ct

p. i u tt

t t t c, tp bck

d -ut u p.

it ptt t b b t

cct u cu g

t w u tttg t wkg u

d tcptd tdd.

at t c, stp F but

g wt t u

cuct pd

u c t dd

utc u dtfd

stp o.


23/28


mug t ipct it Cuct

Guiding Principles or Measurement

Keepmeasurementstrategiessimpleanddoable(ortheywont

gt d!).

Usemeasurementstrategiesthatalreadyworkforthecompany.

Usemeasurementstrategiesthatcanliveonaftertheinitial

tc cpt.

Ensureseniormanagementwillchampionmeasurementactivities.

Ensurestaffwhoparticipateintheevaluationprocessfeelctb bg cdd, t ut, d t t t

applythefeedbackand/orresults.

it t d tt wt gt ud gt

d. atug t wg

pb t u t u tg

tgb cuct, t ct tt t

dft tc b wc u c u

ucc. ad t wd udtdg t

pct ttgc t gg p

w wt t t! mut p ct

cdbt cuct g

gzt p d t d, d t

u tt cuct pc t t

tb ttgc bu dcu.

T k t uccu ug

cuct t cu tc t

utc (t ct u k), t t utput

(w u cuct). sc t g t

cuct t d ct d b,

t t ug t kw tt g w

dtbutd t p. rt, ut

d t cu wt t g w

cd, d d ctd up.

mut dt t b cpctd,

t cug xp. But t ptt

t b tt w ug t pct d

ct cuct, bt qutt

d quttt ut d.


24/28


Building communication metrics

into existing measurement vehicles.

T b u t cct t pcfc

bu d pc tc, wc

p d ccutbt. F xp, u

gzt cduct u p

ctt u, cd tgtg

ct ( t t qut) but

t cuct pcfc tctc.

Btt t, cduct Cuct Ct

idx ( t tt u t

pcfc cu-d-ct tp ctg

pc d ggt) t gug

u gzt t t t ctc

t cuct d.

ect Cuctmut Tcqu

Gathering insights

through existing

business metrics.

Ppt t

p udtdg

d ct ud k

bu pt. hw?

Cct xtg tc

t t utc u kt ccp tug

cuct, d

tb ct t

bu ut.

Conducting a

pulse survey.

idt ptt

p u tgt

udc d c ut

t t dbck

cuct

dctd t t. ak t

u ptcpt wqut t gt pu

t pct

cuct. T c

b d cc

c, itt

ptg.

Creating a

ocus group.

Gt p

t ptcpt

tct dcu

wc u k

pcfc qut

but cuct

tctc. T c bd

ttg,

dpdg u

gzt cutu.

Forming an

inormal employee

advisory board.

Wt t kw w

p

but xtg d w

cuct p

d ttg? ak

t. Gt gup p w c

gu dbck

d w c p

u ucc.


25/28


Ovr-Survyd employs!mug t pct cuct t w

ug. ep c c t -ud, d

bcu t t w ccu cgzt ut

ct, t p t d tu c b ccut.

Usehigh-levelassessmenttomeasurewhereyouandyour

p t t bu g d ttg,

d u t t t tk ct d d ut.

Unaccountabl Ladrs!at t d t d, t pp d wt t

accountableforbecausetheirreputationsand/orjobsareonthe

. ld d t kw t ptc t dcuct d b d ccutb. id, cuct

ud b pt d ddu pc tc

tt cuct cptd tu pt t

bu d pg c b tckd.

Doing Nothing with th Rsults!W dd u bt t k dbck, gt p,

cduct u, d u t gg t d tg wt t

ut?! nt d qudg ub t ttcud p dc bu g w t t ct t, but

t ut t cdbt d bk dw d-w p tut.

ReDFlAgs


26/28


rb t btt w tkd but t t

bgg?

W c u cc. Wt u jut bgg t tk but

t ptc t cuct, u t dt

xtg p, u ug t ucc u ttg,

t btt tt t but t btt .

at t c, cuct tut ttg w

ttg t. it tut ttg bcu t p u

u , d u wt p. it ttg

bcu t w p u c pcfc g. it ct

cut d tut wt p, ctg gt t

d ggg t t k t bu uccu.


27/28

312 N. My St. Suit 101 Cicgo, IL 60607 p. 312.829.3252 YourTougtPrtnr.com 27

Employees understand the big picture and how they ft in.T ud, td t, d k ptt pt t t d t gzt.

Employees are more productive and there is meaning to their work.a ut, t ctbut d btt but t ctbut d t

gzt t t t jb d p t bu wd.

Better leaders.Cuct t jut tctc ; t but ttg. i t ctxt, d

btt b t udtd p d d w t t t d t tt,

p d gg t.

Vigilant managers who have an ear to the ground.F g d gzt t ttct, ct d t ggd wkc, t

ut b cttd t g u. Budg t tut d cdbt t kp p

ggd qu t, but t wt t. it tk cd t p cct

d tt.

A culture o communication.T p ggt ju ctuu . Cuct t t.

it ctug pc. yu ut wk d t k t gt qut, w

t pppt, d cuct p d t wt p. W t

u kg tt xt t, t d t . B g w p c d

twd pt ct, u d pt bu ut.

ogzt tt udtd, ptz d ctt t t c btt t

cuct bd pt. T c tut d cdbt. T b

p t d t jb btt. T ct ctuct wkpc tt cuggwt d c pup.

F t, t c b ut: hg

pc d btt bu ut.

s wtt p?


28/28

312 N. My St. Suit 101 Cicgo, IL 60607 p. 312.829.3252 YourTougtPrtnr.com 28

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