VI Regional EACD Lisbon Debate over the topic "Reputation Management: from Internal Communications to Change Management" 16th november 2010, presentation by Isabel Borgas, Optimus
1. CHANGING COM
IN CHALLEGING TIN CHALLEGING T
MMUNICATIONS
TIMES
ISABEL BORGAS SONAECOM
TIMES
ISABEL BORGAS, SONAECOM
VI REGIONAL DEBATE EACD | 16 NOVEMBER 2010
3. Catching their eye…
Need to energize employees Need to energize employees
Set “turning point”g p
Use channels that had not be
before to obtain cut-through
U i i d i d l Use innovative design and lan
een used
h hnguage to get cut-through
5. Telling them a story…
Major change program require Major change program require
Disparate documents, facts, ep , ,
Distilled into clear, crisp mess
compelling narrative
All i i b d All communications based aro
messages
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
7. Listening to your audience
Need to mobilize employees a Need to mobilize employees a
“Pulse” surveys help gain undey p g
Informed opinion shape mess
communicated
e…
and shape opinionand shape opinion
erstating of opiniong p
ages and the way they are
9. Keeping their attention…
Communicate frequently Communicate frequently
Reinforce key messagesy g
Use interactive means to keepp audiences engaged
11. 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
13. Being ever present…
Implementing a communicati Implementing a communicati
Brand presence everywherep y
Channels that create proximit
ion roadmapion roadmap
ty