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The promise and perils of
communicating in times of change
@TheComNetwork#ComNet14
#ChangeComms
@StefanLanfer
@MeredithKlein8
@Moorghen
#EpicFail
CASE ONE
CASE TWO
Case study
• What’s the epic fail here?
• What would you seek to achieve with
communications?
• How would you do that?
• What are key considerations in this situation?
• How would you mitigate risk?
Eric Brown, Former Communications Director,
William and Flora Hewlett Foundation
“Say it first, say it your
way,
and tell the truth.”
Eva Penar, Director of Communications,
Chicago Community Trust
“Clearly convey your
reasoning
and the need for change.”
Brent Thompson, Communications Officer
Robert Wood Johnson Foundation
“Do all you can to ensure
those directly affected hear
it
from you first.”
Doug Root, Former Director of Communications,
Heinz Endowments
“Fashion communications
plans to represent the whole
institution
as much as possible.”
Norris West, Director of Strategic Communications,
The Annie E. Casey Foundation
“Make sure you’re
forthcoming.
Answer all questions.
Respond to every single
inquiry.”
Fred Mann, Vice President Communications
Robert Wood Johnson Foundation
“With big challenges,
manage expectations about
how long change will
take.”
Survey: What did you do right?
1. We tailored messages, timing, channel to each
audience2. We were transparent and managed expectations
3. We crafted clear, consistent and compelling
messages4. We invested in media outreach and PR
5. We identified the best messengers
6. We planned every step carefully
7. We integrated feedback before the rollout of our
plan
Use the wisdom of the Network
Continue the conversation:
#ChangeComms