What language are you speaking?

By Tanya Batra, Melcrum

Consider the following questions:  

How well do you know your internal audience?
How long have they been employed at the organisation?
Who do they trust?
What are their frustrations and concerns?
Do they use social media outside work?
What’s their motivation for coming to work?

   
If you don’t know the answers, it’s unlikely that you’re speaking the same language as your audience.

Far too often, and for many and varied reasons, the importance of really knowing our audience is overlooked, and a one-size-fits-all approach is wheeled out yet again.

And while the increase in comms channels now available to us can create the illusion that we’re successfully reaching out to and communicating with all of our employees, the reality is that it’s just more likely that our messages will be lost in the fierce competition to gain an audience’s attention.

The simple fact is that our communications should be tailored, targeted and relevant in order to resonate with our audience. And yes, while it does require an investment to establish an understanding of the different segments and preferences within your audience, the alternative has a far greater cost.

  
Psychoanalysis(!)
One possible approach to segmentation is to focus on attitude and motivation, and leverage them to create an understanding of what drives employees in your organisation, how they feel about the company and in turn, how best to communicate with them to achieve your desired outcome(s).

Brainwaves Consultancy takes just such a psychological approach through Personal Construct Psychology, working on two key assumptions: 1) that we are a product of our experiences, and 2) that our perception of the world is revealed in what we say. 

The research methodology involves asking employees a series of questions around a specific topic. Based on their responses, employees are categorised into segments, each of which has a distinct preferred method of communication that can then be utilised.

  
Sound interesting?
In our Mastering Audience Segmentation report, we published a case study with Sainsbury’s and Royal & Sun Alliance around the use of this methodology. If you’d like to read more you can download a copy of the full case study here: http://bit.ly/wko0RX

The concept of audience segmentation is also covered in The Internal Communication Black Belt 1 Programme.  

Under the guidance of our expert trainers, attendees discuss a range of influential theories of segmentation, learn how to effectively build an audience profile and identify the most appropriate method of segmentation for their organisation.

Black Belt 1 covers a host of other core IC areas too - visit the website to view the full course overview and learn more about the programme.

The Times They Are A-Changin’

by Roz Topolski

“The only constant is change” has never been truer for Communicators, at least according to Melcrum’s recent survey.

In fact, 32% of Communicators said they spend most of their time on change communication, according to our Key Benchmarking Data for Communicators 2011 survey for organizations with 1,000 or more employees.

Rather than focusing on proactive strategies that will help their organizations thrive, these communicators are spending more time just keeping up with all the change in their organizations.

I’d like to invite those Communicators – and others who find themselves dedicating most of their resources to change communication – to attend the SCM Summit in Washington D.C They’ll discover tactics to help them navigate the complex change communication channels, such as how to:

• Become a trust communication advisor and ask powerful questions from Melcrum’s Black Belt Trainers.
• Turn front-line managers into authentic communicators, while building trust and driving adoption, from Susan Dorflinger of GE Real Estate.
• Align and engage a globally dispersed and demographically diverse workforce with corporate change from Sona Hathi of Melcrum.
• Lay the groundwork for a positive future from Leslie Cifelli of National Grid.

Join us for a unique opportunity to join communication leaders from across the US for fresh insight, thought leadership, guidance, and best practices in internal communication.

To view the full program for this year’s SCM Summit, taking place on October 4-6, visit the website and download the brochure.

Are your employees helping to put a man on the moon?

By Tanya Batra, Melcrum

I recently attended a UK Black Belt 1 course where I met a diverse group of communicators from various backgrounds and sectors, and had the opportunity to hear first-hand about the challenges they’re facing.

What was most inspiring for me over the four days, and something I was perhaps unprepared for, was the dramatic difference in the conversations I had with delegates at the beginning of the course compared with the second half of the course. In fact, these conversations, coupled with the written feedback I later read, were proof enough for me that no matter what level of experience these delegates had initially walked into the course with - they most definitely walked out as more confident, competent communicators.

While the course left me with plenty of food for thought, there was one thing in particular that course trainer Sue Dewhurst shared with the group, which I believe encapsulates the true value of a high performing internal comms function to its business.

I’ve no doubt many of you will have heard this story before, but for those who haven’t, here it is. The story goes that back in 1961, when former President John F. Kennedy visited NASA’s headquarters, he came across a cleaner with whom he stopped to have a chat. When the president asked the man what he did at NASA, he is said to have replied: “Sir, I’m helping to put a man on the moon”.

It’s fair to draw the conclusion from this story that the cleaner had a firm and genuine understanding of his role in contributing to the wider strategic aims of NASA and felt a direct connection to them, regardless of how large or visible his contribution was.

And while the establishment of a line of sight that extends to all levels within an organisation is a notable achievement - to what extent can you say the same about your employees? Is there a clear sense of collective person and emotional commitment to the organisation in every individual, regardless of how big or small their role is?

There’s no question that achieving this is most definitely not straightforward, but Black Belt 1 is the first step in this process. It equips you with an understanding of the necessary framework, tools and competencies to get you a seat at the top table, taking you from being a tactical to strategic communicator. The course covers all angles by mastering the basics such as; setting objectives, choosing channels, making your strategy measurable, audiences and segmentation and message development. 

We run our Black Belt courses across the globe and have over 1,500 graduates worldwide – for dates in your region, visit our website. 

Time we got back to basics?

By Nishwa Ashraf, Editorial Assistant, Melcrum

Facebook, instant messenger, intranets, mobile alerts, Twitter, MySpace and FaceSpace - these are just some of the channels businesses are using to reach employees. Okay, the last one  doesn’t exist.

With such a wide array of technology at our fingertips, you’d think communicating with employees and delivering key messages couldn’t be easier. But is it any surprise it can actually make things more complicated?

Don’t get me wrong, technology has many fantastic benefits: For disparate colleagues web meetings can bridge the geographical gap, internal microblog applications such as Yammer are useful for announcing low priority messages and keeping colleagues informed on day-to-day work-related issues, training videos and campaigns can reach a global workforce through the intranet, and let’s not forget that for Gen Y entering the workforce technology is second nature. 

But let’s be honest, is it really improving communications in your company or are you just jumping onto the latest bandwagon? 

You may be a social media maestro, but how skilled are you at delivering face-to face messages to frontline employees, without the safety of your computer screen shielding you?  In the same vein, you may be a seasoned face-to-face communicator but are you savvy enough to deal with the technology demands of a new generation of employees?

To be an effective communicator, lies in the title itself. Finding the right way to communicate is the most important thing, whether it’s through social media channels or town hall meetings, because you can roll out a marching band to drum through your message, but if it doesn’t produce results, then it doesn’t mean a thing. 

In some instances, using the best channels to achieve your aim and to suit the message does not always require a song and dance. For example, if your company wants to reduce waste by encouraging employees to switch off power points before they leave the office, then a roadshow is not required. Why not take a leaf out of Aggregate Industries “Green Dot project” and apply a green sticker on light switches as a reminder. Simple, cheap, and more importantly, more effective.

If any of this sounds familiar, then perhaps it’s time to equip yourself with the skills and core competencies needed to produce and deliver exceptional communications. With more than 1,000 graduates in its alumni, the Black Belt Programme builds on extensive research to equip communicators with the key skills and knowledge they need to excel in their roles and impact organizational performance. 

So, are you a technophobe or tech-junkie? And do you need to be a master of one or a jack of all trades to survive and succeed in today's cut throat business world? Let me know your thoughts.

Black Belt heads to NZ in October

By James Bennett, Managing Online Editor, Melcrum

As Flight of the Conchords – New Zealand’s biggest comedy export since the country’s football team - once sang, “it’s business time”. Of course Jemaine Clement and Bret McKenzie were singing about something altogether different and I'm sure you can guess what, but here at Melcrum we’re singing out loud about business and time in a different way. Why? Because we've just heard that Black Belt, the internal comms profession’s iconic training program, will be landing in the land of Māoris, Lord of the Rings, and, er, sheep from 20th to 22nd October at the Pipitea Campus, Victoria University in Wellington later this year.

Melcrum's Internal Communication Black Belt Program was updated at the beginning of the year and is designed with the development of the modern internal communications practitioner in mind - to guide you as you progress up the IC ladder and equip you with the skills you need to become a trusted and influential adviser within your organization.

So, if you live and work in the internal communications field (not literally of course) in New Zealand and would like to know more or simply sign up to the industry’s most renowned and well-respected training course then see here for more information. And even if you don’t live way up there in NZ but know people who might be interested in other parts of the world, make sure to let them know. As you guys up there in beautiful NZ say, choice mate!

How to thrive and survive as an internal communicator

“It’s so important to keep the lines of communication open during crises and change. Employees get so frustrated finding things out via the rumor mill or the press. Even if you don’t yet have more news, tell staff this,”…says Sally Hinder, trainer, coach, facilitator, communication specialist and now Melcrum’s latest addition to The Internal Communication Black Belt trainer faculty.

Formerly Head of Internal Comms at Brit Insurance, Sally gives some fantastic advice for communicators, writing in an in-depth interview this week for The Internal Comms Hub.

So, in her experence, what competencies does Sally reckon are essential to being a successful communicator?

• Influencing skills: Being able to influence people – what we do can sometimes be seen as, dare I say it, “fluffy”, so it’s vital that we win hearts and minds through effective influencing.
• Business skills: Being able to understand business issues – communicators are sometimes criticized for not speaking a business’s language – a mistake I learnt from early in my career. In order to influence people to our way of thinking, we have to demonstrate that we understand their pain and the challenges they face in their business.
• Great listening skills – it’s not all about us talking and persuading but also about ensuring we understand the communications need and listen attentively both to what's being said and what's not being said.
• Diplomacy – for all the politics you have to deal with.

Above all, have a great sense of humor!

You can catch Sally at her first Black Belt course in January or at the Alumni drinks reception on January 22nd in London or on the Black Belt Dojo blog.

Melcrum’s Internal Communication Black Belt Programme is now in its third year, which has helped. Sally takes over from Liam Fitzpatrick who is stepping down at the end of 2008. Sally will be working with Black Belt’s long time UK trainer, Sue Dewhurst.

The Black Belt Programme is now held in London, Sydney and Melbourne, Australia throughout the year and will soon launch in other locations in Europe and North America in 2009.

If you’re interested in bringing Black Belt to a city near you, please do get in touch.

Robin Crumby.

New Black Belt Dojo Guest Blogger: Jeffery McMillan - PwC Russia

By Alex Manchester, Editor, The Internal Comms Hub (Australia), Melcrum

Sue and Liam have a new guest blogger over on the Black Belt Dojo and it's Jeffery McMillan, Internal Communications Assistant Manager for PwC Russia.

Jeffery is an Alumni of the Black Belt program and recently had the fortune to host PwC's global CEO, Samuel DiPiazza. Read Jeffery's first post here.

Melcrum Podcast 22 April 2008: Shownotes

By Sona Hathi, Assistant Editor, Melcrum

Despite the tech problems we've been having here at Melcrum, we've managed to get the Podcast ready and waiting for you to enjoy!

Download podcast_220408.mp3

This edition is an Australia special, with our Asia Pacific editor Alex Manchester reporting from the Black Belt Masterclass on Strategy and Planning in Sydney.

Alex chats to Melissa Dark, CEO of Melissa Dark & Associates, who ran the workshop about what she covers on the training course, one of which is having clarity on the difference between a strategy and a plan. She also highlights some of the participants' most common areas of difficulties during the course of the day. (00:26)

To get a practitioner's point of view, Alex spoke to Hayley Dean, employee communications specialist at Accenture Australia. Hayley tells Alex what she'll be taking away from the workshop, and what the hot comms topics at Accenture are at present. (5:33)

If you like this regionally focused Podcast, and are eager to hear more about comms practices in other countries and regions around the world, whether it's because you're based there, or you have a team out there, please drop me a line and the Melcrum Podcast team will endeavour to meet your requests!

New blog for internal communicators in Australia

Congratulations to Melissa Dark and Adrian Cropley, Melcrum's Black Belt Trainers in Australia on the launch of their new blog for internal communicators.

The Internal Communication Black Belt Programme is now the UK's number one professional development course for internal comms managers. Designed to help managers make the leap from tactician to planner, leader, strategist and counsel. And is now available in Sydney and Melbourne, Australia run by Melissa and Adrian.

As Melissa says:

The idea of the Black Belt Dojo is to keep you updated with relevant and interesting information in the world of internal communication, especially when it relates to the topics and issues we discuss in the course. Just as Sue and Liam do in the UK, we’re happy to offer guest blogging spots to Black Belt alumni, so drop us a line if you’re keen to have a go. The Dojo also exists as a way to keep in touch with your fellow Black Belt Alumni, so please leave comments so we can continue the important process of sharing our knowledge and experience. Look forward to hearing from you!

So pop on over and drop them a line. And if you're interested in a stint as a guest blogger, do let them know.

The skills gap for internal communicators

By Robin Crumby, Managing Director, Melcrum

No matter what your particular specialization or seniority within your communication team, from time to time, most of us need to roll up our sleeves and get our hands dirty writing, organizing events or delivering communication of some kind. Add to this the adoption of new technologies and new media, and it’s clear that many of us could do with a skills refresher to stay current and get the most from our communication toolkits.

Mind the Gap - what help are UK communicators looking for?
Judging by the 302 UK communicators who responded to our New Year survey about their training needs in 2008, there are some evergreen training topics such as improving line manager communication, rated as important or very important by 87% of respondents,  communicating with hard-to-reach employees (75%), and managing the internal brand (74%), tailoring communication to your audience needs (75%), and conducting a communication audit (81%). None of which should raise too many eyebrows perhaps.

There were also, not surprisingly, some skills gaps emerging around new technologies and media such as managing your intranet and social media (79%), writing for online audiences (74%) and corporate podcasting (69%).

Not forgetting your own professional development
And just in case you thought UK communicators were an altruistic bunch, respondents also placed a heavy emphasis on their own communication skills such as consulting and influencing skills (79%), advanced writing skills (77%) and presentation skills (65%).

The big challenge for communicators in 2008

And lastly, we asked what the big challenge for 2008 was likely to be for communicators and their teams, and responses implied one eye was firmly on the dark cloud of economic uncertainty with answers ranging from doing more with less, communicating change, effective planning, proving our worth, avoiding information overload and engaging an apathetic workforce. But it wasn’t all doom and gloom, others mentioned building our influence, maintaining momentum, improving results. Not forgetting my personal favorite answers for top challenges: flower arranging and having a proper holiday.

Aside from help with the flower arranging, if you’d like your very own refresher on your own or your team’s core skills, check out the new range of 16 skills courses coming up in April, May and June in London. And if there’s something missing from the list, let us know and we’ll find the right expert to plug the gap. From Neville Hobson, Dominic Walters at Synopsis, Mike Pounsford at Couravel, Liam Fitzpatrick, Sue Dewhurst, Philippe Borremans at Blackline, Emma Ridgeon, Sue Heal, Jill Wedge at Vibrant, Tony Quinlan at Narrate, and Paul Miller at BY2W, we've assembled some of the UK's leading experts to share their knowledge on the topics above.

Plus, we’re also making available a free to download chapter from our best-selling report ‘How to develop outstanding internal communicators’ by Liam Fitzpatrick and Sue Dewhurst that provides a useful framework for the twelve core communication competencies.

Enjoy.