The Five A’s of Evidence Based Practice for Internal Medicine
The Five Key Trends Defining Internal Communication in 2013
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The Five Key Trends Defining Internal Internal Communication in 2013
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This presentation was delivered by Melissa Dark of Melissa Dark & Associates at the IABC Victoria Internal Communications Masterclass in October 2013.
Transcript of The Five Key Trends Defining Internal Communication in 2013
The Five Key
Trends
Defining
Internal Internal
Communication
in 2013
5 Key Trends
1. Digital communication
2. Global communication
3. Measurement
4. Operating model4. Operating model
5. Change
6. A small exercise
1. Digital
Communication
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!
2. Global communication
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 strategymessaging established as part of strategy
• Again, it’s about being facilitators, not controllers
3. Measurement
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 • 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?
4. Operating
model
Operating model
• Centralised/decentralised
• Generalist – specialist – generalist
• “Seat at the table”
• It’s a good time to be an internal communications
professional
5. Change
Change
On that note...
... time for a change ...
... of presenters! ... of presenters!
But before I hand over...
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• Global communication
• Measurement
• Operating model
• ???
• Scribe at each table to create the list
• I’ll collate and share results
