Best Practices in Internal Communications 10 common sense practices that deliver results!

January 8, 2014

Lori McDonough, PHR

Vice President, Internal Communications

Group Insurance

What we’ll cover today

Prudential at a glance

Our communication structure and channels

Best practices to help make your internal communications more effective (and help you stay sane!)

Examples

Questions

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Prudential at a glance

Founded: 1875 by John Fairfield Dryden

Headquarters: Newark, NJ

Employees worldwide: about 48,000

Businesses: retirement-related services, annuities, life insurance, mutual fund and investment management

Assets Under Management: more than 1 trillion

Brand symbol: our Rock, inspired by the Rock of Gibraltar, represents relevance, expertise and strength

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Global Communications services

Internal and external communications consulting

Media and public relations

Editorial services

Production and streaming services

Crisis communications

Oversight of communications policies

Event planning

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Our communications platform

Two primary channels for domestic employees

1. Pru Today

– daily online newsletter

2. PRUTube

– weekly broadcast production available via streaming video

Supplemented by e-mails, webcasts, town halls

Annual survey gauges effectiveness of/satisfaction with vehicles

– Consistently high year-over-year scores

Business-specific communications

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Best Practices

There are many. These 10 have worked for me!

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Best practice #1: Learn the business

A working knowledge of the business will build your credibility and enhance your effectiveness as a communicator.

You don’t need to be a subject matter expert, but …

Understand the basics of your industry

Learn how your company makes money

If you focus on a particular area of the organization, join an association affiliated with that profession

– Society for Human Resource Management

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Best practice #2: Know your audience

Your organization’s demographics should guide your communications planning.

Where are your employees located?

What are the primary jobs at each location?

What is the average age and length of service?

What is the generational mix?

What’s the median salary for the company as a whole and at each location?

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Best practice #3: Be strategic . . .

Start with strategic planning: what are you trying to solve for?

Establish objectives and be clear about what you are trying to achieve.

Identify measures of success by defining what the end state should look like.

Define the key audiences and messages.

Connect the dots with other activities.

Outline the proposed tactics and timing.

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Best practice #3: … but also be TACTical

In delivering on your plan, be:

Transparent Honesty is key; employees can see through spin and sugarcoating.

Accurate

Proofread and proofread again. Fact check the details and ensure that all names are spelled correctly.

Clear

Avoid jargon. Ask yourself, “How would I describe this to family and friends?”

Timely

Give employees adequate lead time but not too much. Messages released too early may get lost or create anxiety and fuel rumors.

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Best practice #4: Ask employees what they think

Use a mix of quantitative and qualitative research before, during and after the communications process.

Quantitative

– Surveys, quick pulse

Qualitative

– Focus Groups

– Interviews

– Observations

Tap into employees at all levels if appropriate

– Use “friendlys” versus “friends”

Balance feedback against what’s reasonable and actionable

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Best practice #5: Tell your story with storytelling

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Employee testimonials say so much more than the facts alone.

Best practice #6: Match message to medium

Match your message to the medium.

Use electronic for:

– Providing quick updates, conveying urgency, when action is required

Use print for:

– Setting context; providing details and in-depth analysis

Use face-to-face for:

– Relaying sensitive or complex information

Use broadcast for:

– Bringing an issue to life

Use social media for:

– Engaging in dialogue 13 13

Best practice #7: Write for the medium

Modify your approach based on the channel you’re using.

Print: Longer sentences OK, but don’t overdo it. Check readability statistics.

Online: The shorter the better. Use bullets and subheads to break up copy.

Broadcast: “TV-ize” the content. Make it conversational and personable.

Regardless of medium, eighth grade level preferred.

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Employees should hear company news from the company.

–Releasing to the media first ultimately leads to mistrust and a disengaged workforce

If the information is “material,” synch up at the same time.

Make sure the messages are consistent.

Best practice #8: Align with external messaging

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Best practice #9: Know when to challenge, when to compromise

Not all of your recommendations will be accepted.

When there is disagreement, know what to push for and what to let go of

Focus on the big picture

– Are important messages clearly articulated and stated upfront?

– Is the language easily understandable?

– Are you using the right medium for the message?

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Not So Much Important

Strategic

messages

Use of

color

Best practice #10: It’s about them, not us

Focus on the employee experience: Put yourself in their shoes.

What do they need to:

–Know

–Understand

–Believe

–Do

How will they feel, react?

Anticipate their questions and have the answers

Employees truly are your greatest asset!

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Bonus practice: Use “refrigerator” journalism

Coined by Don Ranly, University of Missouri

Present information your readers will clip and stick on their refrigerator or bulletin board

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Resources

Corporate Communication International

Communication Leadership Exchange (The Exchange)

Ragan.com

73 Ways to Improve Your Employee Communication Program

– Jane Shannon

The Definitive Guide to HR Communication

– Alison Davis and Jane Shannon

The Communication Plan: The Heart of Strategic Communications

– International Association of Business Communicators

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Questions

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