Change Communication Conference 2008

Melcrum, publishers of Strategic Communication Management present...

Change
Communication
Conference

Engage employees, motivate managers and improve business performance during times of change.

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2-day conference: Wednesday 12th & Thursday 13th March 2008
Plus 2 practical workshops: Tuesday 11th March 2008
London, UK

Event Agenda

Day Two

March 13th, 2008

08:15 - 09:00

Breakfast Session: From campaigning to engagement: changing behavior through dialogue

In a panel discussion hosted by communication consultancy Pleon, speakers
from IBM, Nike, Nokia, Siemens Networks and Bayer will challenge the
assumption that merely having a powerful story is sufficient to create trust
and a commitment to change. Join this discussion about the role communication can play in
creating engagement across all levels of an organisation and learn:

Creative ways of using technology to rally employees around a new company vision
Techniques on getting senior level buy-in for a change and transformation programme
Tips for creating a commonly shared culture across national borders

Iain Halpin, Consulting Director,Pleon, with speakers from IBM, Nike, Nokia, Siemens Networks and Bayer

09:00 - 09:10

Welcome from the Chair

09:10 - 10:00

Case study – Visa: Enrolling employee champions to communicate the benefits of change

Why employee champions make effective change agents
What qualities to look for in a potential change champion
Attracting and rewarding champions
Setting out roles and responsibilities for champions
Evaluating other change communication strategies to use in tandem
Weighing up the effectiveness of change champions and assessing time and cost

Head of Internal Communications, Visa Europe

10:00 - 10:50

Case study – ASA: Managing continuous and non-centralised change

Getting managers to recognise what constitutes change and the impact of small but ongoing change
Identifying common problems associated with non-centralised change communication such as change not recognised, poor choice of channel or wrong message communicated
Developing a set of guiding principles to support managers and team leaders in communicating change effectively
Measuring the success of change communication support tools

Internal Communications Manager, AXA Insurance

10:50 - 11:10

Morning Coffee

11:10 - 12:00

Case study – Sun Microsystems: Making communication part of the change management process

Determining to what extent change acceptance rests on proactive communication
Applying Sun’s “Knowledge/Attitude/Action” model to change management
Practical tips to turn line managers and communicators into change management practitioners

Senior Director, Global Employee Communication and Communities Organization, Sun Microsystems

12:00 - 12:50

Case study – ITV: Managing the impact of cascade communications

Understanding the limitations of a cascade approach to drive change
Identifying situations where cascade communication is appropriate, and where it’s not
Identifying major pitfalls and ways to improve the effectiveness of cascades during change
Addressing and overcoming common problems when trying to bypass hierarchy and move away from cascade models

Director of Internal Communications, ITV

12:50 - 14:00

Lunch

14:00 - 14:50

Case study – Cadbury Schweppes: Building a shared communication framework to support global, long-term change

Creating a common language to drive consistent communication of messages globally
Tailoring communication for different countries to engender local ownership and allow for cultural differences
Managing communication between employee groups at different points of the change transition
Working with external partners on change programmes

Clare Lucraft, Head of Internal and Change Communication,
Cadbury Schweppes

14:50 - 15:40

Case study – Shell: Communicating system, process and structural change

Challenges for communicators operating in a global business undergoing extensive change
How dynamic work environments affect employees
Selecting appropriate techniques to communicate business changes and implications for individuals
Understanding the psychological impact of changing job responsibilities
Distinguishing between informing, educating and ensuring use of new systems and processes
How to drive cultural change – what’s in it for employees?

Programme Manager: Change Communications, Shell

15:40 - 16:00

Afternoon coffee

16:00 - 16:50

Case study – National Bank of Australia: Ensuring a smooth transition during an outsourcing change

Understanding employee anxiety pre- and post-outsourcing
Prioritising change communications during major outsourcing projects
Assessing the impact on employee morale of a gradual versus a rapid changeover
Developing strategies to help employees engage with their new corporate identity
Facilitating two-way communication to support an insecure workforce

Chris Hind, Transition Manager, National Bank of Australia

16:50 - 17:00

Closing remarks from the Chair & Close of Conference

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