18 October 2007
Values can be a"rallying tool" during crises
Communications conference hears of strategies from M&S, R&SA and Defra, among others.
Robert Nuttall’s story was told for the first time in public yesterday on day 1 of Melcrum’s 6th Strategic Communication Management summit in London.
As head of internal communications for fashion retailer, Marks & Spencer (M&S), Nuttall's in a very strong position to discuss how integral internal comms is when working to turn around a failing organization.
Nuttall explained in detail each step of the recovery process of a company termed a “national treasure” by Melcrum’s CEO and chair of the first day’s proceedings, Victoria Mellor (pictured, left). He described how M&S made its values “a rallying tool, especially in times of trouble.”
Open up to staff
The internal communications department at M&S had a strong part to play in the recovery – in particular with regards to employee engagement and ensuring the CEO, Stuart Rose, maintained visibility and an open relationship with staff, which resulted in a high level of respect.
M&S' recently launched “Plan A”, a multi-million pound eco-initiative first conceived by the internal comms department and this is reflected in the fact that Plan A champions have been appointed in every store to drive employee engagement. “So far so good,” said Nuttall, “but I’m not complacent”.
Involve employees in change from the start
Jeremy Starling, managing director of organizational performance advisors, Involve, (previously known as The Eventworks) followed this with a presentation on how to use involvement to accelerate performance.
Inviting employees to a world café event to hear their thoughts makes them feel special and valued.
The focus was on the re-branding of one of its clients, insurance firm, LV (formally Liverpool Victoria), and there was also a chance for the 200 delegates to get involved with a practical exercise centered around employee engagement when launching a new product.
Run a relaxed focus group
Having conversations that matter was the theme of the next presentation. Group head of internal communications for global insurance group, Royal & SunAlliance, Jonathon Scott, spoke of the success of the “World Café” venture.
Although the idea's been used to great effect by other companies, it was a first for Royal & SunAlliance and something of a revelation. The premise is simple, explained Scott. A diverse group of employees is brought together in an informal setting and they chat about their opinions of the company – both good and bad.
“Inviting employees to a world café event to hear their thoughts makes them feel special and valued,” said Scott, “it’s a simple, but incredibly effective exercise.”
Use sponsorship deals to boost interest
A vibrant presentation came from Hub contributor, Mark Darby (pictured, right), from financial institution, Visa Europe, on the way in which the company uses sponsorship (in Visa Europe's case, the Rugby World Cup) to strengthen employee-focused business messages.
Kathryn Pallant, head of internal communications for the Department for Environment, Food & Rural Affairs (Defra), gave a candid account of maintaining stability through leadership change within the internal comms department, as well as the pivotal role the department is playing in the “Renew Defra” change program.
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