Engaging and exciting staff about their role in the business startegy of the teriary institution

Dr Amanda Hamilton-AttwellCEO Business DNA

November 2013

What is your single biggest problem with employee communication?

…research showed that 43% of the companies that experienced share price falls in the last few years, had a poor

communication strategy…

…companies with an effective communications strategy enjoy an 8% premium relative to other companies in the same

sector…

What is your role in the organisation?

The role of the Communication Professional

The communication professional: Represents the voice of an organisation as he/she

interacts with customers, clients, employees, partners, shareholders, competitors and the community

Brings the organisation to life with a brand voice that aligns its verbal, visual and digital messages and activities with its mission and vision

By clarifying the brand, helps ensure the organisation runs efficiently and effectively

The role of the Communication Professional

The Communication professional: builds a strategic communication plan based on thorough

research communicates with a variety of audiences in a range of styles develops and edits content assesses where and how to communicate and how to evaluate

the results of their work acts as the organisation’s conscience and strives for financial, social and environmental sustainability

Remember

You are a specialist in the packaging and the transportation of content

The Business Strategy - Know what to focus on

Pote

ntial

com

mun

icati

on im

pact

Potential impact of business focus area on stakeholders High

High

LowLow

Know your stakeholders

Stakeholder group Behaviour Messages Channels/timing Research

Name

What their stake is

Current Current knowledge

Current

Current attitudes

Ideal Ideal knowledge Ideal

Ideal Attitudes

9

10

Our people differ

Groupies Empire builders Cubists Wheelers and dealers Teddy bears Greenies

The 7 principles of engagement – for the communication professional

Fair

Trad

e

Build Reputation and Inspire Trust Create an environment that

encourages a sense of being welcome

Encourage opinions Treat people equally Involve people in decision

making Make people feel they

matter/ feel they are treated fairly

1

Inspire a Cause Create an emotional

commitment Build an understanding of

the future Make people feel what they

are doing makes a difference

Let individuals contribute creatively towards a sustainable goal

2

Create Collaboration Encourage team work We win or lose together Collaborative problem

solving Collaborative decision

making Obtain commitment

through collaboration

3

Eliminate Doubt/Boost Confidence Provide adequate resources Establish free flowing

communication and open feedback channels

Inspire creativity Build credibility among

peers and subordinates Encourage mutual interests Get involved

4

Build the spirit of Ubuntu Get connected with people

and make them feel worthy Build friendships and

working relationships Listen and understand

because when you speak you will also be understood

Connecting with people gives meaning to life

5

Mastering Capabilities Understand team members

strengths and weaknesses Invest in your development Mentor Align efforts and reward the

result – celebrate! Build a team with capable

people Show their involvement in

the future

6

Cultivating Freedom Build a free functioning

organisation Provide freedom to innovate

and make decisions Give freedom to an opinion Encourage free thinking and

sharing of ideas Give people freedom to

agree or disagree and to have FUN

7

If you can get people laughing, you can get people listening,” Perry Noble

Consider the kind of humour that happens at the Zappos corporate headquarters in Henderson, Nevada. The online shoe store has a list

of core values that include No. 3: “Create fun and a little weirdness.”

Wherever you go, across this country or anywhere in the world, people sound exactly the same when they laugh,” Noble said. “You can get two people together, and if they can share a laugh, they find something in common.”

Have a plan to engage and energise

Your mandate – what you are paid to do Your vision – what you dream of achieving Your strategic focus areas Your key and supporting messages Your channel platform Your resources Your tactics Your measurements

Strategise everything!Business objective (Step 1)

What business objective are you supporting with this communication intervention?

Target audience (Step 2)For that business objective, who is the target audience(s( you need to consider and

influence?Communication Objective (Step 3)

For your selected business objective, what do you want to target audience to DO, THINK, REMEMBER and/or TELL OTHERS?

Intervention (Step 4)

Channel (Step 5) Owner(s) and Timelines (Step 6)

Metrics (Step 7)

What tactics or activities will you pursue?

What is the best channel for achieving your desired objective?

• Who is responsible for owning this activity?

• What’s the target date for completion?

How will you measure the success of your activity and link it to your objective.? In what time frame?

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The answers to your questions

How to engage and energise?

Do not be order-takers, be strategic partners