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VI Regional EACD Lisbon Debate held 16th november 2010 over the theme "Reputation Management: from Internal Communication to Change Management", sponsored by Galp Energia. Attended by 47 top communication professionals. Presentation by Isabel Borgas, Communication Director at Sonaecom
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CHANGING COMIN CHALLEGING TIN CHALLEGING T
MMUNICATIONSTIMES
ISABEL BORGAS SONAECOM
TIMESISABEL BORGAS, SONAECOM
VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010
1.CATCH THEIR EYE
Catching their eye…
Need to energize employees Need to energize employees
Set “turning point”g p
Use channels that had not bebefore to obtain cut-through
U i i d i d l Use innovative design and lan
een used
h hnguage to get cut-through
2.TELL THEM A STORY
Telling them a story…
Major change program require Major change program require
Disparate documents, facts, ep , ,
Distilled into clear, crisp messcompelling narrative
All i i b d All communications based aromessages
e employee buy-ine employee buy-in
etc, form basis of the “story”, y
sages threaded together in a
d h d iound the story and its
3.LISTEN TO YOUR AUDIENCEE
Listening to your audience
Need to mobilize employees a Need to mobilize employees a
“Pulse” surveys help gain undey p g
Informed opinion shape messcommunicated
e…
and shape opinionand shape opinion
erstating of opiniong p
ages and the way they are
4.KEEP THEIR ATTENTION
Keeping their attention…
Communicate frequently Communicate frequently
Reinforce key messagesy g
Use interactive means to keepp audiences engaged
5.KEEP IT REALKEEP IT REAL
Keeping it real…
Challenging but achievable go Challenging but achievable go
All means available
Everybody knows which role t
Key Performance Indicators im
oalsoals
to play
mplemented
6.BE EVER PRESENT
Being ever present…
Implementing a communicati Implementing a communicati
Brand presence everywherep y
Channels that create proximit
ion roadmapion roadmap
ty
7.FINGER ON PULSE
Finger on the pulse…
“Pulse” surveys to measure pr Pulse surveys to measure pr
Use survey results to re-shapey p
rogressrogress
e messagesg
COMMUNICATION ISCOMMUNICATION IS ABOUT WINNING HEARTS AND MINDSHEARTS AND MINDS