Embedding communication into the business strategy

Anna CousinsAsia-Pacific Marketing Manager

Agenda

? Articulating the importance of communication and its benefits in terms of ROI

? Influencing senior leaders to adopt communication as core business

? Building a business case for corporate communication

Agenda (cont)

?Working with leadership, marketing, finance and HR to understand wider objectives

? Delivering the communication strategy against the firm’s goals and brand

? Communicating consistently to diverse audiences –internal and external

Brand strategy helps firms …

? Differentiate from competitors? Create a price premium? Enhance profit margins? Encourage buyer loyalty

Enduring brands become market leaders through consistent delivery to buyer expectations

Professional services

? Technical expertise, even excellence or quality, is a given – price of entry

? A “people business”? Clients demand high service levels? Align organisational behaviour with the external brand

promise – link brand values to people management

Communication is critical to the process

Differentiation of law firms

? Larger commercial firms – full-service capacity, complex high-end work

? Niche firms – excel in one practice area? Volume-driven commoditised business (conveyancing,

insurance/personal injury)?Geographic / Demographic market? Alternative pricing models - new

Communicate what makes your firm special

A global firm

Snapshot

130 partners and >250 other lawyers in 13 offices:? Europe – London (head office), Paris, Rouen, Brussels,

Geneva, Piraeus?Middle East – Dubai? Asia Pacific – Hong Kong (1978), Singapore (1991),

Shanghai (1999), Melbourne (2006), Sydney (2009), Perth (June 2011)

Fit purpose to strategy

Long-established in shipping ...

? Sailing-ship owning Holman family forms shipping insurance associations (1832-70)

? John Holman & Sons moves to City of London (1873)

? Frank Holman, of John Holman & Sons, sets up as a solicitor (1883)

… but on the move

? Re-branded in 2008, deleting the '&' from name? New logo and visual identity? Firm converted to LLP status in 2009? Tagline: “Lawyers for international commerce”

Lawyers for International Commerce

Key messages

? Tagline - Lawyers for international commerce? International law firm with offices in Australia, Asia-

Pacific, Middle East and Europe? Depth of experience, longevity and resources in Asia-

Pacific region

Key messages (cont)

A sector-focussedbusiness strategy:? Commercial? Corporate, Projects &

Finance? Insurance & Reinsurance? Shipping & Transport? Trade & Energy

Key messages (cont)

HFW has a diverse client base:? Ship owners, operators, ports and shipyards ? Logistics providers and supply chain managers? Commodity houses and traders ?Mining companies? Energy companies and oil traders ? Banks and other financial institutions ? Private and public companies? Insurance underwriters and brokers … and more

Key messages (cont)

? Need to communicate differently?Open and personable communication approach breaks

down typical barriers existing between:- clients / law firms- partners / employees- marketing / human resources / finance

? “People you can work with”

Key messages (cont)

? Vast global experience in emergency and crisis management wherever it occurs in the world

? 24-hour emergency service

Internal communication

? Aust managing partner highly visible? Holmanet intranet - information-sharing?Monthly “international lunch” for all staff

? Established social networking sites – Yammer??Own online communities of interest? ?Managing Partner’s blog - share ideas, feedback,

dialogue, collaborate?

Structuring the Firm to Deliver

Communication strategy fits purpose

? Articulate market-leading position in established areas? Demonstrate social responsibility and commitment to

sectors on which we focus?Manage the client experience and delivery

Communication fits purpose (cont)

? Foster global collaboration and teamwork across ten countries (and different cultures)

? Build the profile in new markets ? Support recruitment – hiring in Australia

In tough times …

? Competition threatens client relationships?Media looking for bad news ? Everyone must champion the brand? People feel unsettled and look to leaders for clarity

Clear, consistent communication is important

Leaders must …

? Keep communicating – remind clients/staff/suppliers of the big picture

?Make time to (deeply) understand audiences –particularly clients

?Maintain trust via personal communication –face-to-face becomes more important

? Demonstrate value – as competition intensifies

Not …

? Create a communication vacuum?Over-communicate – looks nervous? Fear new media – embrace it?Grind to a halt – stay agile

In tough times … get personal

Unified purpose – on message

Storytelling – campaign leveraged the power of leadership oratory

Walking the floor – from backstreets to boardrooms Obama fronted up

Kept communicating –even when time (& questions) got tough

Audience centric –tweaked messages for different stakeholders

Celebrating success – wins used to fuel campaign motivation

Summary

? Communication must fit the wider strategy?Work with HR to align culture and behaviours with

external brand promise? Reflecting brand consistently – internal/external? Leaders must communicate firm’s vision …

and fill information vacuums

Lawyers for international commerce

hfw.com