Reinventing Corporate Communications!@Lois Kelly | foghound.com | April 17, 2015!
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A Handbook for Leading Change from Within
Lois Kelly & Carmen Medina
REBELS AT WORK
“Rebels at Work is the essential guide to rocking the boat. From the trenches, Lois Kelly and Carmen Medina outline how to gain credibility, pitch ideas,
navigate politics, manage conflict, and maintain sanity.”— Adam Grant, Wharton professor and
New York Times bestselling author of Give and Take
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Traditional Corporate Communications
Innovative Corporate Communications
Publicity Purpose
Awareness Perception
Target audiences Build communities + relationships
Uphold voice of the institution Activate voices of people
Produce materials Support creative expression
Distribute Share
Responsive Always on
Measure volume Assess strategic impact
Source: Lois Kelly/Foghound
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TREND: Blurring lines + consolidation
Chief Communications !Officer!
Chief Marketing!Officer!Brand reputa+on Corporate reputa+on
REPUTATION
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Which of these competencies do corporate communicators need?
Strategist Scientist Activist Artist
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Which of these competencies do corporate communicators need?
Strategist Scientist Activist Artist
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Purpose Narrative Reputation decisions Exec coach Crises
Questions Data analytics Behavioral science Sense making
Community building Adaptive change Participative leaders Convenings
Design thinking Creative expression Experience design Wonder as planning
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People don’t buy WHAT you do, they buy WHY you do it.
Strategist
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Solve biggest science challenges to make lives safer and healthier.
Nourishing families.
DemocraAzing the skies.
Inspire the athlete in all of us.
Strategist
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What is purpose?
What is its value?
Motivational force that drives you. Reason company belongs in world.
Informs, aligns strategy. Guides decisions and investments. Sets you apart. Provides continuity.
Strategist
IBM Smarter Planet:Solve the world’s most challenging problems
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hGps://vimeo.com/18590195
Strategist
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Strategist
COACHING: crisis communications, exec communications -- decisions effecting reputation!
hGps://www.youtube.com/watch?v=qzcVcjWeEog
Boston Marathon Lessons in Crisis CommunicaAons
In what ways are great corporate communicators like scientists?
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Scientist
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Scientist Be Curious. Master insightful questions.!
Understand research, tools, possible applications. Way beyond social media analytics and focus groups.
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Scientist
10%: minority belief to majority opinion
h"p://news.rpi.edu/luwakkey/2902
Scientist
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Activist
Top down communicating Controlling the “message” “Owning” communications Employee “engagement”
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Everyone communicates.!Everyone can effect reputation.
Activist
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hGps://wolweek.wordpress.com/ hGp://workingoutloud.com/
Everyone communicates.!Everyone can effect reputation.
Activist
What to do if you’re in charge of communications?
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Activist
Foster communities, networks and relationships. Hire community managers. Make sense of internal and external conversations: So what? Now what? Bring outside ideas in. Act on them. Never, ever bullshit people. Your credibility is everything. Ask people to help. Invite cognitive diversity. Don’t think your talent is limited to your staff.
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The things we fear most in organizations—fluctuations, disturbances, imbalances—are the primary sources of creativity.”!! -Meg Wheatley!
Artist
Bring creativity to all you do.
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Gutsy stories. Ban the bland.
Make shareable. Share everywhere.
Express in many ways. Video, original songs, games, World Cafes, Tweet-ups, salons, photojournalism, info-graphics, documentaries, mash-ups, etc.
Producer Publisher
Talent agent Filmmaker
Writer Distributor
Coach Spokesperson
Artist
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hGps://www.youtube.com/watch?v=WepiuDT_Zrs
Artist
Set your default to curiosity and wonder.(The overlooked magic element of planning.)
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Artist
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Always have a wild pack to run with and learn from.
Artist
And be a good rebel, leading from
whatever your position or experience.
Adapt and change.
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A Handbook for Leading Change from Within
Lois Kelly & Carmen Medina
REBELS AT WORK
“Rebels at Work is the essential guide to rocking the boat. From the trenches, Lois Kelly and Carmen Medina outline how to gain credibility, pitch ideas,
navigate politics, manage conflict, and maintain sanity.”— Adam Grant, Wharton professor and
New York Times bestselling author of Give and Take
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@LoisKelly | [email protected]
h"p://www.slideshare.net/Foghound
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