This presentation was delivered by Melissa Dark of Melissa Dark & Associates at the IABC Victoria Internal Communications Masterclass in October 2013.

1. The Five Key
Trends
Defining
Internal
Communication
in 2013

2. 5 Key Trends
1. Digital communication
2. Global communication
3. Measurement
4. Operating model
5. Change
6. A small exercise

3. 1. Digital
Communication

4. Digital Communication
• The emergence of the “digital communication manager”
who bridges the gap between comms and IT
• The need to meet the expectations of employees who
increasingly consume media online, outside of work
• Graphics, video, gamification - content as entertainment
• The need to give up control – making the switch from
“controller” to “facilitator”
• The challenge of making it happen!

5. 2. Global communication

6. Global Communication
• Balancing consistency vs cut-through
• Trust regional reps to do what’s needed
• Can sometimes be caused by not having solid key
messaging established as part of strategy
• Again, it’s about being facilitators, not controllers

7. 3. Measurement

8. Measurement
• Time to stop with the excuses
• If you’re serious about being taken seriously, you need
the numbers
• Sometimes, measurement is much easier than we think
(and sometimes it’s not!)
• Yes, it’s not always about numbers – what are we going
to do about that?

9. 4. Operating
model

10. Operating model
• Centralised/decentralised
• Generalist – specialist – generalist
• “Seat at the table”
• It’s a good time to be an internal communications
professional

11. 5. Change

12. Change
On that note...
... time for a change ...
... of presenters!
But before I hand over...

13. Room assessment
• Nominate your top three issues in your table groups
• Chose from the four I’ve presented, or add something
new
• Digital communication
• Global communication
• Measurement
• Operating model
• ???
• Scribe at each table to create the list
• I’ll collate and share results

14. Melissa Dark, MA, ABC
mdark@melissadark.com.au
www.melissadark.com.au