Case Studies—Integrated Change Communication
By Raha Naddaf, Staff Writer
FSRA,
Sending Bankers Back to School, Commonwealth Bank of Australia
The Australian Federal Government introduced legislation
in March 2002 called the Financial Services Reform Act (FSRA)
with a two-year transition period to March 2004. This act
requires providers of financial services to be licensed and
imposes a range of conditions on licensees, particularly in
the area of disclosure to retail clients and the training,
monitoring and supervision of authorised representatives.
Since the deregulation of the financial services industry
in 1979, this has been the first major legislation introduced
that has impacted the entire industry. The business need was
clear—to raise awareness of FSRA and its implications
amongst all staff, have all staff commence their relevant
level of accreditation and complete mandatory competency-based
training. The company developed an integrated communication
program to support the implementation of the biggest change
in the financial services industry in more than 20 years,
within the Corporate Banking Division of the Commonwealth
Bank of Australia.
iNTOUCH
Strategy, Ericsson Australia Pty Ltd.
In late 2002, Ericsson Australia’s internal communication
and managing director of strategies were reviewed in line
with employee feedback that suggested a disconnect between
remote sites and the head office, and reduced morale due to
industry downturn and recent workforce downsizing. In January
2002, Ericsson Australia merged with Ericsson New Zealand
to create the ANZA Market Unit (Australia, New Zealand and
the Pacific Islands), and in June 2002, Barry Borzillo was
named Managing Director of ANZA. Feedback from the organisation
clearly illustrated a frustration with the merger and subsequent
reduction in overlapping functions. Following an initial Introduction
Strategy in 2002, a personally tailored, ongoing vehicle was
needed for the managing director to communicate to the organization,
integrate messages and address current topics of concern.
Achieving
a Successful Implementation of the Customer Refund, Meralco
The Meralco Customer Refund is an ongoing program of the
Manila Electric Company that was directed by the Energy Regulatory
Commission (ERC) based on a decision of the Philippine Supreme
Court. The ERC is a quasi-judicial government body that regulates
the Philippine power industry. The decision stemmed from a
case filed by the Energy Regulatory Board against Meralco
on alleged overcharging when ERB changed its formula for computing
return on rate base. The refund, unprecedented in Philippine
business and jurisprudence history, entails P$30 billion to
5.2 million electric consumers of Meralco, covering electric
bills from February 1994 to May 2003. It began in June 2003
and continues to date. Negative external and internal conditions
affected Meralco's image and credibility to the public, and
an integrated communication plan was needed to restore confidence.
Negotiations
2003 Communication Management, Alberta Medical Association
Public Affairs
The Alberta Medical Association (AMA) stands as an advocate
for its physician members, providing leadership and support
for their role in the provision of quality health care. In
Canada’s government-run health care system, physicians
negotiate with provincial and territorial governments to establish
medical service budgets and physician payment schedules. In
2002, the AMA began negotiations for a new master agreement
that would define not only compensation, but also chart a
new role for physicians/AMA and a new direction for the delivery
of health care in Alberta. Negotiations began in the fall
of 2002 and were completed November 2003. This master agreement
would determine the future of the medical profession in this
province for years to come by addressing relationships, benefits,
funding and remuneration, health care reform, information
technology in medical practice and much more. The AMA developed
a plan to manage communication around negotiations and promote
the resulting complex agreement.
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