Communicating Vision

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Communicating Vision Values

• CiB Central Workshop
• 14th January 2009

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Agenda

• Introductions desired outcomes
• Theory The three Cs of employee communication
• Discussion One How to successfully launch vision
  values
• Case Studies Premier Foods Coors Brewers
• Discussion Two Maintaining vision values
  momentum
• Wrap up
• Networking lunch
• 2.00pm Close

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Lesley Allman, Allman Communication

• Over 20 years of internal external corporate
  communication experience
• Director of Communication at Coors Brewers
  (formerly Bass) and previously a Board Director
  of Rote PR (part of Shandwick plc)
• BSc in Management and MBA (2002) including
  dissertation on employee engagement
• CIPR member and frequent communication conference
  speaker

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Our company

• Established in 2006 to help organisations to
  better engage with key audiences - especially
  employees
• The foundation of successful engagement is
  effective communication and that is where we come
  in
• We combine the best of agency and in house
  communication experience to provide communication
  solutions

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Our clients
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Theory vision values

• My army won because they knew what they were
  fighting for and they loved what they knew
• Oliver Cromwell

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Vision values contribute to engagement
Source Melcrum 2005
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Most important factors for leaders to engage
employees
Source Melcrum 2005
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Leadership values
Source Mercer 2003
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Delivering messages across different channels
I believe in the vision Im living breathing it!
Engagement
I know how I can make a difference I want to do
this
Ownership
Ive had a say in this I have the right tools to
do it
Involvement
I know why we are doing this Ive seen examples
Understanding
Ive been told about the vision I know where to
find out more
Awareness
Source Banner McBride
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Hearts minds
High
Intellectual Understanding
Bystanders (10) Champions (37)
Weak Links (39) Loose Cannons (14)
Emotional Commitment
Low
High
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The three Cs of employee communication
Channel where to communicate
Content what to communicate
Capability how to communicate
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Content (what to communicate)

• Do you really have a valid vision?
• Is it current?
• Is it realistic?
• Will your people understand it?
• Is it worth getting out of bed for?
• Do your values reflect reality?
• Who was involved in creating them?
• Deeds as well as words?
• Are they visible / tangible?
• Are people measured or judges on them?

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Channel (where to communicate)

• Communication channels
• Conferences events
• Magazines, mailers printed materials
• Websites, intranets social media
• Team briefings cascades
• Video
• Other channels
• Performance reviews
• Reward recognition
• Induction
• Code of conduct

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Delivering messages across different channels
Working sessions, 11s, conversations, coaching
Action
Level of change
Focus groups, working parties, consultations
Acceptance
booklets, videos, presentations, plenary
Understand- ing
newsletters, emails, intranet, letters , memos
Awareness
Tell
Sell
Consult
Collaborate
Level of Involvement
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Capability (how to communicate)

• Leadership Line Management
• Consistency of understanding belief
• Walk the talk
• Know what good looks like
• Seek out and celebrate / recognise of success
• Dont turn a blind eye

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Case studies

• Coors Brewers
• Maintaining Momentum

• Premier Foods
• Launching VV

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Premier Foods Vision Strategy
LaunchPremier Foods vision values launch
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Launch background

• Date March 08
• Location Heritage Motor Centre, Warwickshire
• Delegates 350
• Format Combination of group presentations,
  videos, break out groups plus Big Picture
  activity

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Launch agenda

• Where we have come from?
• Company brand histories
• Where we are now?
• Company breadth and scale
• How are we doing?
• 2007 performance, market conditions current
  activities investment
• Where we are going?
• Vision Strategic Framework Big Picture
  Activity

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Timeline
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History displays
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Examples of portfolio displays
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Showcases
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Where are we going?

• Purpose
• Provide delegates with common goals and decision
  making framework.
• Method
• CEO presentation with employee voxpops
• Big Picture group activity

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The big picture
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Maintaining VV momentum at Coors Brewers
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Graphics and everyday language bring corporate
definitions to life
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Branded merchandise
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Vision and values meeting rooms
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Vision and values built into all employee
communications
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Code of business conduct
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Coors Brewers employee forum
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Coors Brewers people survey
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Employee induction - the Coors welcome
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Training development-maximising excellence
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Recognition
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Values built into appraisal process

• Vision and Values branding incorporated into roll
  out of Coors Success Model
• 10 of annual appraisal score attributed to
  living the values
• Linked to salary review i.e. putting money where
  our mouth is!

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Wrap up

• Sharing Learning Applying to your organisation
• Top tips
• Any questions
• Feedback form

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Allman Communication

• www.allmancommunication.com