Write & Rewrite - 7 deadly sins of communications Part 1 of 3
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Transcript of Write & Rewrite - 7 deadly sins of communications Part 1 of 3
The$7$Deadly$Sins$of$Communica5on$
Steve$Crescenzo$&$Jim$Ylisela$@write_rewrite$
April$26,$2012$
Wrath$
Wellmark:$The$347Lday$solu5on$
Why$so$many$intranet$redesigns$fail$
• Communicators$don’t$talk$with$IT$early$enough,$or$at$all.$
• Communicators$don’t$do$enough$audience$research.$
• Communicators$don’t$find$a$strong$execu5ve$sponsor$to$push$for$change.$
The$Kansas$Department$of$Labor$
Iterations Jan Feb Mar Apr May Jun
I1-Social Program Development
I2-Records Mgt
I3-Call Center 1 (BTP 34.2)
I4-Collections
I5-Performance Mgt (W0)
I6-IT
I7-Finance/HR
I8-Outreach
I9-Investigations
I10-Case Management –Contributions
I11-Case Management-Benefits
I12-Appeals
I13-Call Center 2 $Team$Reviews$$Approve$Work$Facilitated$Team$Session$L$BP$
$Data$Collec5on$$Analysis/Documenta5on$$Strategy$Session/Team$Assignments$
The$chart$that$looks$like$a$hamburger$
Greed$
So$many$channels$.$.$.$to$screw$up$
• Talking$head$“hostage$videos”$• Corporate$content$in$the$social$media$space$
• Forge^ng$about$the$power$of$face$to$face$
• Was5ng$valuable$print$space$
• Dumping$everything$online$
• Using$audio$storytelling$to$tell$boring$stories$
Would$you$read$this?$
Standard$Chartered$Bank$
• Major$ini5a5ve:$Sponsoring$the$Liverpool$Football$Club$– Execu5ve$message—Tell$employees$first$– Interac5vity—Get$people$involved$– Video—Take$us$there$
Announcement$from$the$top$
Our$man$on$the$scene!$
Pride$
How$do$you$know$what’s$working?$
• Is$it$because$you’re$really$smart?$• The$only$way$to$find$out$is$to$ask$the$audience—and$act$on$what$you$learn$
Measurement$throughout$the$year$
• Are$your$messages$ge^ng$through?$– Measure$outcomes,$not$outputs$
• If$you$communicated$correctly,$what$would$happen?$• What$would$your$audience$know?$
• How$would$they$contribute?$– Con5nuous$measurement$
• What’s$working,$and$what$isn’t?$• Pulse$surveys,$quick$polls$• Forums,$ra5ngs,$virtual$editorial$board$
Crescenzo Communications, Inc. !