Post on 21-Jan-2017
MAKING AN IMPACT
Presentation: The offline audience
Tim RutterTata Steel
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Tim Rutter +44 (0) 7850 990755 @timrutter
Communicating with an offline audience
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3CIPR Inside #makinganimpact
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5CIPR Inside #makinganimpact
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7CIPR Inside #makinganimpact
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8CIPR Inside #makinganimpact
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9CIPR Inside #makinganimpact
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15CIPR Inside #makinganimpact
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Process control intranet page
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19CIPR Inside #makinganimpact
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Be careful what you wish for
You might just get it
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Whether you BELIEVE you can do something,
or you BELIEVE you can’t . . .
. . . you’re probably right
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There is no such thing asINTERNAL COMMUNICATIONS
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“Content is king”
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How do we get enough content to
fill 12 pages every 10 working
days?
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There’s the stuff we can always rely on
• Director’s column
• Reverend’s column
• Community pages
• Industry News
• Puzzles & competitions
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And then we chase news around key topicsCIPR Inside #makinganimpact
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“Never let the truth get in the way
of a good story”
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Never let a good storyget in the way of a the truth
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But it’s not just what you say, it’s also about how you say it
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And it’s not just about how you say it,it’s also about
how it is presented
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Imitation is the sincerest form of flatteryCIPR Inside #makinganimpact
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Content, style, messaging and layout
is worth NOTHING
if no-one gets to see it
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It’s also about making it availableCIPR Inside #makinganimpact
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And the paper has covered it – warts and all
• Safety records
• New starters
• Investments
• Royal visits
• Customer wins
• Excellence
• Promotions
• Community support
• Amazing personal achievements
• Fatal accidents
• Job losses and closures
• Divestments
• Thefts
• Customer losses
• Strikes
• Customer wins and losses
• Environmental impacts
• Shocking behaviours
DownUp
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50% text / 50% image
Still developing
• Customer Focus campaign
• Europe-wide editorial call and calendar
• Shared content
• Style guide
• Message matrix
• Online / mobile
Working together
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Things we’ve learned
• Remember your audience
• It’s called a newspaper for a reason
• If it’s boring to you . . . Guess what?
• Design is not just an art, it’s a science
CapabilityContent
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Design & Layout
A writer is someone for whom writing is more difficult than it is
for other people
Capability
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So, is it all worth it?
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Communications Survey:
Which of these sources do you prefer?Top 2
Hub newspaper 77%Weekly email update 25%Local Plant / Function Newsletter 19%Monthly team brief 25%Intranet 35%
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Communications Survey: Where do you learn most about what is happening in the company?
Top 2Local hub newspaper 33%Intranet 32%Face to face manager / supervisor meetings 44%Monthly team brief 13%Town Hall meetings 7%E-mail 26%E-Newsletters 4%Weekly Update 9%Posters / notice boards / billboards 3%Rumours / informal networks 33%
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Communications is critical to effect sustainable change
05/06 06/07 07/08 09/10 10/11 11/12 12/13 13/14 14/150.0
0.5
1.0
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2.0
2.5
3.0
3.5
4.0
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5.0 Lost time Accidents per million man-hours worked
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And tomorrow, we’ll do it all over again!
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Thank you
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