Reinventing Corporate Communications!@Lois Kelly | foghound.com | April 17, 2015!

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A Handbook for Leading Change from Within

Lois Kelly & Carmen Medina

REBELS AT WORK

“Rebels at Work is the essential guide to rocking the boat. From the trenches, Lois Kelly and Carmen Medina outline how to gain credibility, pitch ideas,

navigate politics, manage conflict, and maintain sanity.”— Adam Grant, Wharton professor and

New York Times bestselling author of Give and Take

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Traditional Corporate Communications

Innovative Corporate Communications

Publicity Purpose

Awareness Perception

Target audiences Build communities + relationships

Uphold voice of the institution Activate voices of people

Produce materials Support creative expression

Distribute Share

Responsive Always on

Measure volume Assess strategic impact

Source: Lois Kelly/Foghound

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TREND: Blurring lines + consolidation

Chief Communications !Officer!

Chief Marketing!Officer!Brand  reputa+on   Corporate  reputa+on  

REPUTATION

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Which of these competencies do corporate communicators need?

Strategist Scientist Activist Artist

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Which of these competencies do corporate communicators need?

Strategist Scientist Activist Artist

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Purpose Narrative Reputation decisions Exec coach Crises  

Questions Data analytics Behavioral science Sense making  

Community building Adaptive change Participative leaders Convenings  

Design thinking Creative expression Experience design Wonder as planning

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People don’t buy WHAT you do, they buy WHY you do it.

Strategist

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Solve  biggest  science  challenges  to  make  lives  safer  and  healthier.  

Nourishing  families.  

DemocraAzing  the  skies.  

Inspire  the  athlete  in  all  of  us.  

Strategist

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What is purpose?

What is its value?

Motivational force that drives you. Reason company belongs in world.  

Informs, aligns strategy. Guides decisions and investments. Sets you apart. Provides continuity.  

Strategist

IBM Smarter Planet:Solve the world’s most challenging problems

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hGps://vimeo.com/18590195  

Strategist

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Strategist

COACHING: crisis communications, exec communications -- decisions effecting reputation!

hGps://www.youtube.com/watch?v=qzcVcjWeEog  

Boston  Marathon  Lessons  in  Crisis  CommunicaAons  

In what ways are great corporate communicators like scientists?

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Scientist

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Scientist Be Curious. Master insightful questions.!

Understand research, tools, possible applications. Way beyond social media analytics and focus groups.

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Scientist

10%: minority belief to majority opinion

h"p://news.rpi.edu/luwakkey/2902  

Scientist

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Activist

Top down communicating Controlling the “message” “Owning” communications Employee “engagement”

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Everyone communicates.!Everyone can effect reputation.  

Activist

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hGps://wolweek.wordpress.com/  hGp://workingoutloud.com/  

Everyone communicates.!Everyone can effect reputation.  

Activist

What to do if you’re in charge of communications?

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Activist

Foster communities, networks and relationships. Hire community managers. Make sense of internal and external conversations: So what? Now what? Bring outside ideas in. Act on them. Never, ever bullshit people. Your credibility is everything. Ask people to help. Invite cognitive diversity. Don’t think your talent is limited to your staff.

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The things we fear most in organizations—fluctuations, disturbances, imbalances—are the primary sources of creativity.”!! -Meg Wheatley!

Artist

Bring creativity to all you do.

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Gutsy stories. Ban the bland.

Make shareable. Share everywhere.

Express in many ways. Video, original songs, games, World Cafes, Tweet-ups, salons, photojournalism, info-graphics, documentaries, mash-ups, etc.

Producer Publisher

Talent agent Filmmaker

Writer Distributor

Coach Spokesperson

Artist

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hGps://www.youtube.com/watch?v=WepiuDT_Zrs  

Artist

Set your default to curiosity and wonder.(The overlooked magic element of planning.)

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Artist

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Always  have  a  wild  pack  to  run  with  and  learn  from.    

Artist

And be a good rebel, leading from

whatever your position or experience.

Adapt and change.

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A Handbook for Leading Change from Within

Lois Kelly & Carmen Medina

REBELS AT WORK

“Rebels at Work is the essential guide to rocking the boat. From the trenches, Lois Kelly and Carmen Medina outline how to gain credibility, pitch ideas,

navigate politics, manage conflict, and maintain sanity.”— Adam Grant, Wharton professor and

New York Times bestselling author of Give and Take

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@LoisKelly    |      lkelly@foghound.com  

h"p://www.slideshare.net/Foghound  

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