SCM summit London 2009: The 10 communication commandments

By James Bennett, Managing Online Editor, Melcrum

Vivienne Huybrecht, general manager group communication at KBC Group gave a fascinating insight into her tumultuous year at one of Belgium’s largest financial institutions at this morning's 8th annual Melcrum Strategic Communication Management Summit at London’s Tower Hotel.

Vivienne wasn’t just in charge of internal communications, when the financial crisis hit KBC faster and harder than anyone could ever have predicted she was also charged with looking after every aspect of external communications and media relations – a huge task for anyone but somehow she managed it and survived. Mainly, she told me, because of her sporty nature and her motto of never giving up. Look out for a quick video interview in the next few days.

At the height of the storm she was receiving more than 100 phone calls from journalists day and night, saw KBC’s share price plummet and to top it all off her chief executive had a heart attack in May and had to stand down. It was sobering stuff and one of the best internal communication stories I have ever heard.

One of the best elements of the presentation was her 10 communication commandments during a crisis. Here they are:

1. Visible leadership – staff should be able to see the whites of their eyes
2. Be honest and open at all times
3. Tell it like it is
4. Be confident!
5. New CEO mantra – overperform and under promise
6. Be clear and keep it simple
7. Move fast and decisively
8. Make no promises about the future unless you can achieve them with absolute certainty
9. Use face-to-face communications as much as possible
10. Never give up