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Employee GrapeVine

           PRSA – IABC – PCLA Award-
           Winning Interactive Strategy for
           shaping employee behavior with
           effective communications

                   by MAYO Communications


12/25/12    MAYO Communications copyright 1995   1
GrapeVine Objectives

            Improve communications relationship


            Increase flow of timely information


            Build credibility and participation


            Quell the rumor mill



12/25/12   MAYO Communications copyright 1995      2
Steps for a GrapeVine

            Technical Needs Assessment


            Benchmark costs internally vs. externally


            Designate a special Grapevine phone line


            Expand from 19 to 100 message capacity


            Phone track system


12/25/12   MAYO Communications copyright 1995            3
Employee Grapevine


           Company format
               Talk from the employees
               perspective – not yours.
               Keep messages simple.


12/25/12   MAYO Communications copyright 1995   4
Employee GrapeVine
               How to grow a bumper crop

            Get early commitments from supervisors


            Respond to frontline supervisor concerns


            Set expectations with supervisors


            Build phone mail internal list




12/25/12   MAYO Communications copyright 1995           5
Growing a GrapeVine

           Plant and cultivate before you
            harvest
           Understanding company issues
           Select knowledgeable/credible line
            managers
           Verbal messages faster with
            feelings
           Timing is everything

12/25/12   MAYO Communications copyright 1995   6
GrapeVine Target Customer

    Primary Customer – Employees
    Their work stations or meeting places
    Secondary Customer – Senior Mgt.
    Management feedback
    Usage habits – how often do they call



12/25/12   MAYO Communications copyright 1995   7
GrapeVine Key Features
            Comparative system Analysis

      User Friendly –
      No instruction – call 24/7
      Everyone has access to a phone
      Convenient –
      GrapeVine is heard on a speaker phone
      Cell Phone in the field
      Updated when issue or story changes


12/25/12   MAYO Communications copyright 1995   8
Grapevine Promotion
           Getting employees to call
             Match the voices contest
            Offer money, prizes or time off
            Use well-known supervisors
           Other promotion methods
            Employee paycheck envelopes
            Posters and 1X2 inch stickers
            Employee Newsletters cross-promote


12/25/12    MAYO Communications copyright 1995   9
Company Market Analysis



            Opportunities to share information
              One-stop communication center

            Policy changes quickly disseminated


            Keeps employees on top of new info.


            A great way to praise good employees



12/25/12    MAYO Communications copyright 1995      10
Emergency GrapeVine
                  T h e G r a p e v in e b e c o m e s a 2 4 h r . h o t lin e
                                          d u r in g a n
                   e m e r g e n c y o r c o m p a n y c r is is s it u a t io n

                                                  N o rd s tro m
                                                  C o rp o ra te
                                                H e a d q u a rte rs
                                               announcem ent
                        L o s A n g e le s          In te r n a l lin e      O ra n g e C o u n ty
                        S u p e r v is o r s          Feedback                 S u p e r v is o r s
                          M a n a g e rs        S e n io r m a n a g e r s       M a n a g e rs
                             C le r k s             S u p e r v is o r s            c le r k s




12/25/12   MAYO Communications copyright 1995                                                         11
Employee GrapeVine Awards
                       1995 - 2002
            Public Relations Society of
             America (PRSA)
            International Association of
             Business Communicators
             (IABC)
            Public Communicators of
             Los Angeles (PCLA)
            National Assn.Housing and
             Redevelopment Officials
             (NAHRO)
            International Communicator
             Awards

12/25/12       MAYO Communications copyright 1995   12

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Employee%20 grapevine[1]

  • 1. Employee GrapeVine PRSA – IABC – PCLA Award- Winning Interactive Strategy for shaping employee behavior with effective communications by MAYO Communications 12/25/12 MAYO Communications copyright 1995 1
  • 2. GrapeVine Objectives  Improve communications relationship  Increase flow of timely information  Build credibility and participation  Quell the rumor mill 12/25/12 MAYO Communications copyright 1995 2
  • 3. Steps for a GrapeVine  Technical Needs Assessment  Benchmark costs internally vs. externally  Designate a special Grapevine phone line  Expand from 19 to 100 message capacity  Phone track system 12/25/12 MAYO Communications copyright 1995 3
  • 4. Employee Grapevine Company format Talk from the employees perspective – not yours. Keep messages simple. 12/25/12 MAYO Communications copyright 1995 4
  • 5. Employee GrapeVine How to grow a bumper crop  Get early commitments from supervisors  Respond to frontline supervisor concerns  Set expectations with supervisors  Build phone mail internal list 12/25/12 MAYO Communications copyright 1995 5
  • 6. Growing a GrapeVine Plant and cultivate before you harvest Understanding company issues Select knowledgeable/credible line managers Verbal messages faster with feelings Timing is everything 12/25/12 MAYO Communications copyright 1995 6
  • 7. GrapeVine Target Customer Primary Customer – Employees Their work stations or meeting places Secondary Customer – Senior Mgt. Management feedback Usage habits – how often do they call 12/25/12 MAYO Communications copyright 1995 7
  • 8. GrapeVine Key Features Comparative system Analysis User Friendly – No instruction – call 24/7 Everyone has access to a phone Convenient – GrapeVine is heard on a speaker phone Cell Phone in the field Updated when issue or story changes 12/25/12 MAYO Communications copyright 1995 8
  • 9. Grapevine Promotion Getting employees to call Match the voices contest  Offer money, prizes or time off  Use well-known supervisors Other promotion methods  Employee paycheck envelopes  Posters and 1X2 inch stickers  Employee Newsletters cross-promote 12/25/12 MAYO Communications copyright 1995 9
  • 10. Company Market Analysis  Opportunities to share information One-stop communication center  Policy changes quickly disseminated  Keeps employees on top of new info.  A great way to praise good employees 12/25/12 MAYO Communications copyright 1995 10
  • 11. Emergency GrapeVine T h e G r a p e v in e b e c o m e s a 2 4 h r . h o t lin e d u r in g a n e m e r g e n c y o r c o m p a n y c r is is s it u a t io n N o rd s tro m C o rp o ra te H e a d q u a rte rs announcem ent L o s A n g e le s In te r n a l lin e O ra n g e C o u n ty S u p e r v is o r s Feedback S u p e r v is o r s M a n a g e rs S e n io r m a n a g e r s M a n a g e rs C le r k s S u p e r v is o r s c le r k s 12/25/12 MAYO Communications copyright 1995 11
  • 12. Employee GrapeVine Awards 1995 - 2002  Public Relations Society of America (PRSA)  International Association of Business Communicators (IABC)  Public Communicators of Los Angeles (PCLA)  National Assn.Housing and Redevelopment Officials (NAHRO)  International Communicator Awards 12/25/12 MAYO Communications copyright 1995 12

Editor's Notes

  1. The Employee Grapevine – Shaping and building successful employee behavior