| IABC's
Online Newsletter for Communication Management |
| Volume 2 Issue 12—December
2004—Integrated Change Communication |
| In
This Issue: |
|
Features |
|
Sponsored Links: This issue of
CW Bulletin sponsored by Weber Shandwick Worldwide |
| Weber Shandwick, one of the world's
leading public relations agencies, provides insights not just
input. Click below to read articles written by our extensive
and experienced network of communication experts.
Thought
Leadership from Asia Pacific
Corporate
Reputation
|
Columns |
- Visually Speaking: Nothing
But Net
- Comm News: "The
9/11 Commission Report" Highlights the Value of Effective
Communication
- Case Studies: Financial
Legislation, Merger Communication, Refund Programs, Budget
Negotiations
- Industry News: Trendspotting,
Location Based Services, Internal Customers, CRM Issues
|
| |
Feature
Articles |
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|
Practical
Tips for Merger Communication
by Barbara Fagan-Smith and Ruta Skelton, ABC |
When two companies merge, the complexities, emotions and
often sweeping changes behind the deal can hinder effective
communication to key stakeholders. Yet a well planned and
implemented communication strategy contributes to the very
success of the merger itself. How can you overcome the obstacles
to developing and delivering on a merger communication strategy?
|
Who
and What are You, and Why Should Anyone Care? Shaping, Telling
and Retelling Your Organizational Story
by Gary F. Grates |
In the waning weeks of 2004, discussion of integrated communication
is, to paraphrase my teenage daughter, “so yesterday.”
Like cascading communication, any talk today about integrating
organizational communication is on par with contemplating
one’s navel. Integrated communication should be a given
for any organization. What is integrated communication and
why is it so passé? To have a chance at being heard
in today’s cluttered environment, all facets of the
organization’s story need to be coordinated and consistent.
No matter where you touch that organization, the story must
be the same.
|
Communicating
Information or Engaging Your People—How Does Communication
Best Support Change?
by Jane Sparrow |
According to a 1997 survey entitled “The Quality
of Working Life” by Professors Les Worrall and Cary
Cooper of the Institute of Management, of the 5,000 U.K. managers
polled, a majority revealed that they had been affected by
organisational change in the last year and failed to see business
benefits. When asked about possible improvements, the largest
response reflected the need for greater involvement, more
listening by senior managers and more honest, two-way communication.
|
Inspiring
Change Through Research
by Nancy Powell |
Organizational communication is centered on inspiring and
managing change, so it makes sense that communication professionals
are seeing a more critical role for research in understanding
and reaching their most important stakeholder relationships
(employees, customers, suppliers, dealers, etc.). When a company
is undergoing significant changes (i.e., a merger, acquisition,
slumping sales, a product launch), research can pinpoint exactly
where the issues and communication needs are. Oftentimes,
such information is considered and then only used in limited
ways. So how does a company proceed in bringing research results
to life? It’s important to review how the research and
tactical elements of communication vehicles are matched up.
|
Case
in Point: Cisco’s Model For Change Management
by Karen Horn |
A few months ago, a company-wide team at Cisco Systems
Inc. was challenged to come up with the best model for change
management. Several team members had experience in change
management through various disciplines, such as process management,
HR consulting, communication, Six Sigma and IT. In the first
meeting, the team recognized many factors that would affect
how they moved forward: hundreds (maybe thousands) of models
already existed, thousands of consultants had their favorite
models and were eager to help, and employees were familiar
with models from other companies.
|
Columns |
Visually
Speaking
by Suzanne Salvo |
Nothing But Net
Company web sites are where the action is in today’s
high-stakes MarCom game. But with a playing field as unlimited
as cyberspace, it’s difficult to gain an advantage over
the competition. Dynamic web visuals are all-star players
in the contest for web audience. High-impact photos will slam-dunk
your message home and score big points with potential customers.
|
Communication
in the News |
"The
9/11 Commission Report" Highlights the Value of Effective
Communication
by David Yeghiaian |
No matter where you are in the world, it would be hard
to miss some news about “The 9/11 Commission Report,”
published earlier this year. It is not only an account of
two U.S. administration’s responses to outside threats,
but also demonstrates the results of poor communication across
departments and agencies. It is from this historic document
that readers can gain better insight into the workings of
the U.S. government, and communication practitioners can also
learn how effective communication (or a lack thereof) plays
a very real role in the ability of a government or business
to create and react to change, internally and externally.
|
Case
Studies |
- "FSRA, Sending Bankers Back to School," Commonwealth
Bank of Australia
- "iNTOUCH Strategy," Ericsson Australia Pty
Ltd.
- "Achieving a Successful Implementation of the Customer
Refund," Meralco
- "Negotiations 2003 Communication Management,"
Alberta Medical Association Public Affairs
|
Industry
News |
- Fast Forward: 25 Trends That Will Change the Way You Do
Business
- Convergence: GIS/Communications/Information Technologies
- A New Tool for Managing Your Employees as Internal "Customers"
- The Issues Involved in CRM
|
