john neilson lockheed martin, building bridges. #makinganimpact15
TRANSCRIPT
MAKING AN IMPACT
Building Bridges
John NeilsonLockheed Martin Corporation
MAKING AN IMPACT
MAKING AN IMPACT
MAKING AN IMPACT
Legacy internal/external divide: • silo mentality • little ongoing dialogue • duplication of effort• content with differing look / feel• creation of individual plans• misalignment of timing• inconsistent messaging• confused image and profile
MAKING AN IMPACT
Even the best intentions:• major UK acquisition• multi-stakeholder needs• IR briefed investors• news leaked from The City• external team issued line• internal team issued memo• non-alignment of content• confusion and uncertainty arose
MAKING AN IMPACT
Think ahead:• major international exhibition• normal BD activity• exotic venue at time of austerity• significant travel costs • news coverage and digital posts • little employee engagement • no understanding business of need• disgruntled employees
MAKING AN IMPACT
Changing mindset:• proactive engagement critical • more than just broadcasting• regular F2F dialogue builds trust• develop intranet for daily news• web features for major events • create social streams for dialogue• involve staff in ComRel activities• encourage social postings
MAKING AN IMPACT
Consistency through integration:• blurred internal / external divide line• employees expect more than basics• one common strategy / plan• single plan owner to drive delivery• consistency across all channels• ‘tailor’ messaging for each audience• similar tone of voice for all audience• employee first approach
MAKING AN IMPACT
Consistent through imagery:
MAKING AN IMPACT
Future trends:• integrated and multi-skilled teams• individualisation of content• increased use of video• internal social networks• employer apps• use of personal devices• collection of employee data • employee demographics
MAKING AN IMPACT
Takeaway tips:• break down the silos• partner with business functions• develop multi-purpose content• bring your narrative to life• real time employee engagement• be consistent in messaging • measure your success • follow emerging trends
MAKING AN IMPACT
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