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& SITUATION ANALYSIS
■ Leaders are not speaking in unison and do not have a
good way to communicate. A consistent internal and
external communications plan for leaders needs to be
■ Employees are experiencing burn-out and leaving the
company due to inconsistency. They need to feel like the
are part of a company that cares and has a plan.
■ The media relations team is handling issues reactively
instead of proactively. Employees are often hearing of
company changes from external sources first. The media
relations team needs a way to communicate with internal
sources before external sources consistently and before
■ The CEO needs to feel involved in the new process and
that (s)he is a part of the team. Additionally, the overall
plan needs to be impactful and sustainable.
AUDIENCES: Cascade Phases
■ For Leaders
– We have the opportunity to rebuild transparent communications and trust with our
– We empower managers to lead and give them the skills and tools to do so.
– We encourage communications in a 360-Degree platform so leaders can reach everyone in
an efficient and promising manner.
■ For Employees
– We are creating a new community experience with work-life balance and flexibility at its
– We are empowering associates to communicate with leaders regularly.
– We are uplifting the voices of associates to impact the way ABC Company is run.
■ For the Media
– We are opening lines of communication and transparency for the media and affected
– We are including media in our business plan rather than just accepting it.
– We are creating a positive environment for external stakeholders to ask questions and
explore ABC Company beyond superficial aspects.
The heart of ABC Company is to build
positive relationships first and then focus on
the task-at-hand [widgets]. The organization
is focused on increasing trust and
transparency with leaders, employees and
the media by centralizing proactive
communications and forward-thinking
involvement strategies. ABC Company will
accomplish this through positive
engagement with key stakeholders through
a multi-faceted strategic planning and
communication process debuting in 2017.
■ Leverage positive engagement between all stakeholders
from employees to leaders to media.
■ Expand the program to heighten campaign awareness via
positive engagement and leveraging ABC Company’s
■ Educate internal and external audiences on the new and
improved ABC Company in a way that will “stick” for the
lifetime of the organization.
■ Drive employees and leaders to become proud advocates
of ABC Company.
Goals & Measurement
■ Increase ABC Company’s voice among key stakeholders
through social media to create an increase in support to
acquire a ten percent increase in social media following
within 12 months.
MEASUREMENT: After the Wrap-Up Gala compare number of followers to number one year ago.
■ Maintain employee retention and increase engagement
with ABC Company by allowing a more inclusive and
positive work environment through which employees feel
they are cared-for.
MEASUREMENT: After the Wrap-Up Gala compare retention rates to one year ago. Use START-
FINISH surveys to measure inclusivity.
■ Increase leader interaction and transparency with each
other and employees by way of opened communications
systems and clear goals and strategies.
MEASUREMENT: Use START-FINISH surveys and leader forum to measure interaction and
What? Why? How? For Whom?
Gain perspective of internal
thoughts on ABC Company.
Email Blast Employees and Leaders
Internal review and
communication in a 360°
Employees and Leaders
Put the ball in your court for what
media talks about.
Through ABC Company website. Media
Engage employees and leaders in
Internal Portal Employees and Leaders
Encourage media to interact with
leaders in semi- controlled
Facebook & Twitter Media and Leaders
Allow leaders to communicate
Internal Portal Leaders
Work-life balance. Increased
Give 3 weeks paid vacation and
$1000.00 to each employee
Leaders, Employees, Media
PRESS CONFERENCE Proactive communications. At Headquarters/ CEO Speaks Media
STORYTELLING To personify leaders
Video campaigns (2x per week)
CEO Gets two weeks.
Leaders, employees, media
IN-HOUSE MEDIA TOURS Transparency Offer tours of working facilities. Media
Close out plan with positive
Event Planner 500 Employees, Media, Leaders
Best Practice: Meeting-in-a-Box
WHY IT WORKS:
The meeting-in-a-box sets a go-to
platform and centralized
message for leaders to
emphasize and focus on. The
box will focus on improving
and positive media relations for
2017. Each year a new meeting-
in-a-box will be released to
refocus and re-engage leaders
and employees on the goals and
objectives of ABC Company.
Best Practices: Wrap-Up Gala
WHY IT WORKS:
The goal of the ABC Company Wrap-Up Gala is to drive leaders and employees to
maintain positive and productive energy throughout the implementation of the
company transformation. Ending on a positive and spirited note will assist in
employee engagement and leader commitment throughout the initiation year.
Additionally, this will allow the media to have an inside look at the positive
aspects of ABC Company.
Best Practices: Vacation Incentives
WHY IT WORKS:
Offering a competitive vacation incentive to employees will not only improve the
public reputation of ABC Company, it will encourage employee retention and
prevent burn-out. This vacation incentive will be inclusive to all ABC Company
employees and leaders so there is an encouraging and positive relationship on
all levels of management.
START-FINISH SURVEYS $0.00 (email)
MEETING-IN-A-BOX $7500.00 ($75x100)
MEDIA KIT $2000.00 (Marketing Team $50 per hour for 40 hours)
ABC UNIVERSITY $6000.00 (web designer)
FACEBOOK/TWITTER PANEL DISCUSSION
LEADER FORUM $0.00 (Through existing online portal/ ABC University)
IMPROVED BENEFITS PACKAGE 5 Million
PRESS CONFERENCE $0.00 (Sponsors)
STORYTELLING $2000.00 (Camera)
IN-HOUSE MEDIA TOUR $0.00
WRAP-UP GALA $200,000.00
Jan Feb March April May June
JULY AUG SEPT OCT NOV DEC
WRAP UP GALA
MONTHLY DURING PROJECT
§ In-house Media Tours
§ ABC University
§ Leader Forum
§ Vacation Incentives
§ Media Kit
Plan Wrap-Up and Results
■ Offer monthly consultation with Director of Communications to focus on
what works and what does not throughout the program. After the
meeting offer minutes to be distributed to all leaders to communicate
with Meeting-In-A-Box plan at monthly meeting.
■ Prior to the wrap-up gala host a lunch and learn with top 100 leaders to
discuss successes of plan and how to improve in the future.
■ At the end of the program, there will be a wrap-up gala hosted to inform
key stakeholders of the successes of the plan and why the changes
were essential to the engagement and overall success of the
organization as a whole.
■ Send photos and minutes from gala to all employees and leaders.
■ Mail hand-written thank you letters to CEO and Director of
Communications. Mail typed thank you letters to other leaders. Email
blast general thank you to employees for engaging and participating in
the project; include FINISH survey.
■ Send final notes and wrap-up kit to CEO, Communications Director and