It’s time to take the ‘Everybody’s Private Publisher’ sign off your door!
A new Webinar from Cerkl and Crescenzo Communications will cover how to move from “Reactive and Corporate” to “Strategic and Creative” in 5 (somewhat) easy steps. Plus, registering for the webinar automatically makes you eligible for a giveaway! Find out more below.
Table of contents
- 1. Gather the right kind of data . . . because you can’t do anything without data
- 2. Fix your content . . . because you need to make the important interesting.
- 3. Build your plan . . . because you need a North Star to guide you
- 4. Get the right tools . . . because you need to reach a deskless, hybrid, younger workforce
- 5. Measure your results . . . because you can’t assume anything in employee communications
- Win a Private Coaching Session with Steve & Cindy Crescenzo! ($1,500 Value!)
For 26 years, Crescenzo Communications has helped employee communicators move out of the role of “content order taker” and into their proper role as strategic communications counselors to the entire organization. We’ve learned more than a few things over the years.
In this 1 hour joint webinar on March 6th at 1 p.m EST, the Crescenzo Communications team will go through their five-step system, that has been fine-tuned over the past 26 years in companies ranging from Lockheed Martin and The Mayo Clinic to John Deere and Target. It will be chock-full of real-life examples, tactics, best practices and case studies.
Click here to register. It’s FREE. Even if you can’t make it, you’ll receive a link to the recording just for registering AND be registered for a giveaway (see below for details).
Here it is in nutshell:
1. Gather the right kind of data . . . because you can’t do anything without data
Executives and leaders don’t care about “hits” or “unique page visits,” or “views.” (Pssst. They also don’t care about the Oxford Comma, white space, or conversational writing).
They care about behavior change. I once had a CEO tell me: “I am tired of the communication department always coming to me and saying, ‘What do you want us to do?’
I want them to say to me: ‘I know what you are trying to achieve with the business goals, and here’s how we can change employee behavior to make that happen.”
Once you have that data, and know what works and what doesn’t, you can start to make some serious moves. The first one being . . .
2. Fix your content . . . because you need to make the important interesting.
Bottom line: Most corporate content sucks. It’s too long, riddled with jargon, stiff, formal, often irrelevant, sometimes patronizing, and all-around BORING.
The problem is many executives think this is normal! Because that’s all they have ever known. It’s our job, using our DATA, to show them that the old, corporate way doesn’t work. Today’s content needs to follow what we call The Four Cs of great content:
- Concise
- Conversational
- Compelling
- Creative
The trick is you won’t be able to convince people to make the shift unless you have that data! You can’t skip that step (and most people do).
3. Build your plan . . . because you need a North Star to guide you
We are always shocked by how many of our clients either don’t have a plan or have a plan that is so unwieldy and complicated they never actually use it. We urge them to create a “Communication Manifesto” and build everything around that. The generic one we offer is to focus on these three things . . . and do your best to eliminate everything else, to cut down on the white noise:
- Make sure employees understand the goals and the direction and the performance of the business.
- Make sure they understand how their role and work ties to that performance.
- Help build a community where people are proud to work, respect what their coworkers do, and believe they are part of something “bigger” than just their job.
4. Get the right tools . . . because you need to reach a deskless, hybrid, younger workforce
Most employee communication tools are outdated. That’s the bad news. The good news is that there are new tools out there that can do everything technology in the “real world” does. It can send targeted messages, encourage interaction and user-generated content, allow for video and podcasts and other multimedia, and even allow employees to choose which content they want to see (within reason!).
5. Measure your results . . . because you can’t assume anything in employee communications
Most communicators think if they tried something new and it didn’t work, they failed. Wrong! The only way to fail is to not try new things. Some will work, some won’t. And you only know which is which by measurement. We need to think like marketers inside our organizations and test what works and what doesn’t with our internal audience segments.
From there, use your data to tell your story! Dashboards are a big buzz word, and many are just a collection of Excel charts. That’s not a dashboard. Your dashboard should tell a story just like the content that you create! Consider your audience—who are you reporting back to, what matters to them, and which content was created to support those topics. Then, use data from your communication efforts and channels to understand what resonated and what didn’t with your various audiences.
Join Cerkl CEO Tarek Kamil and Crescenzo Communications on March 6th as we talk through our system . . . with tons of real-life examples.
Win a Private Coaching Session with Steve & Cindy Crescenzo! ($1,500 Value!)
Register for our upcoming FREE webinar, From “Reactive and Corporate” to “Strategic and Creative” in 5 (Somewhat) Easy Steps, and you’ll automatically be entered to win a one-hour customized coaching session with Steve and Cindy Crescenzo!
What’s included:
- A 60-minute virtual coaching session tailored to your biggest communication challenge
- Pre-session review of your materials
- A personalized feedback & summary report after your session
- You pick the focus! Need help with a communication strategy? Struggling with executive messaging? Want to refine your content or channels? This is your chance to get expert guidance—completely free!
Don’t miss out! Register now and join us for a fast-paced, insight-packed session that will transform the way you approach employee communications. Plus, you just might win a personalized coaching opportunity that will take your communications to the next level!
Click here to register. It’s FREE. Even if you can’t make it, you’ll receive a link to the recording just for registering AND be eligible for the private coaching session giveaway.
