6th Annual
Strategic Communication Management
Summit UK 2007

08.20- 09.00	Breakfast Briefing Two ears and one mouth – listening as a key communication discipline Communication professionals have a responsibility to not only ensure consistent presentation of key leadership messages to the wider workforce, but also to seek to understand what’s happening “on the ground” and in many cases to open the eyes of leadership to the realities of what’s truly going on in the organisation. Drawing on consultancy engagements for BP, GlaxoSmithKline and Shell, as well as his experience in founding and leading an international communication consultancy, Enda Logan will explore the importance of listening as a communication discipline, and its role in ensuring that communication delivers real business results. Enda Logan, CEO, The Fifth Business
09.00- 09.10	Welcome from the Chair
09.10- 10.10	Ringing the changes at ITV: A new CEO and a new approach to internal communication In January 2007, ITV capitalised on the arrival of its new CEO as a valuable opportunity to re-energise the organisation. In this session find out how the internal communication team took the new leadership as the starting point and built a focused programme to allow employees to get to know the new boss, enhance engagement and make staff proud of where they work. In session you’ll hear about: How ITV decided what internal changes were needed The first 100 days – devising plans for the new CEO and for the communication team Combining face-to-face communication with the use of social media Launching a blog forum – giving people a chance to get involved and respond Segmenting the audience – creating regional intranet sites Monitoring employee response Penny Lawson, Director of Internal Communications, ITV
10.10- 10.30	Morning coffee
Stream A –
10.30- 11.30	Putting the energy back into British Gas by making it a great place to work At British Gas, involving and engaging employees by ensuring they have a say in the business strategy is seen as the driving force behind making the organisation a great place to work. In this session hear how the communication team is mobilising management to widen the circle of involvement and lead from the front, providing all employees with opportunities to meet, discuss and learn about the business they work in. You’ll hear about: Developing a compelling strategy with the British Gas management team Involving the top 150 senior managers Implementing an engagement plan to engage people at all levels Making it sustainable by running the strategy throughout the employee lifecycle – recruitment, induction, reward Ensuring the brand is integral to maintain a consistent look, feel and tone of voice Jenny Burns, Head of Internal Communications, British Gas	10.30- 11.30	What makes an outstanding internal communicator? Unlike accountants, marketers or HR practitioners, internal communicators have no recognised path to professional development and accreditation. So how do you know what good looks like? In this session, development experts Sue Dewhurst and Liam FitzPatrick will explain how they used insights from over 700 communicators worldwide to develop a definitive competency framework. They will talk about: The 12 competencies that are key to internal communication success Tailoring the competency framework to suit your own role Using the framework to guide recruitment and development Sue Dewhurst and Liam FitzPatrick, Directors, Competent Communicators
Stream B:
11.30- 12.30	Engaging the Public to Beat the Drought Following two consecutive dry winters and an imminent drought, the entire communication team at Southern Water tackled the unique situation of devising a strategy to encourage their customers not to waste water. Find out how this challenging task led the company to combine internal and external communication skills to ensure the success of the campaign. You’ll hear about: A companywide effort to get everyone involved Making the most of different communication channels including media, theatre, advertising, internet, external resources and direct customer contact Working with key opinion formers including MPs and local authorities What made the campaign stand out and ensured its success Measuring the campaign’s impact Geoff Loader, Director of Corporate Communications, Southern Water	11.30- 12.30	What your Chief Executive really wants from internal communication Earlier this year, The Company Agency and Melcrum jointly invited a number of Chief Executives from Europe and the US to participate in some ground-breaking research into how they view internal communication and – most importantly – what they want from their internal communication resources. Darren Briggs, Partner at The Company Agency will share with you: What you should be focussing on to grab the attention of your number-one internal customer Alternative strategies to win over the cynical CEO Techniques to build a strong relationship with a passionate CEO Best-practice examples of CEO and internal communication partnerships Darren Briggs, Partner, The Company Agency
12.30- 13.40	Lunch
13.40- 14.30	Making better communicators of business leaders at Zurich Financial A fully engaged workforce can have a truly positive impact on productivity and performance. But this means turning informers into engagers and helping managers to become more inspiring leaders. In this session you’ll hear how Zurich Financial is responding to these challenges, with a focus on: Research into how the role of the manager has changed Training leaders to be more engaging Encouraging leaders to inspire themselves Creating a wider layer of leaders who share responsibility for engagement Combining face-to-face communication with technology to boost the visibility of leaders Wendy May, Head of Communications, UK, Zurich Financial Services
14.30- 14.50	Afternoon Tea
14.50- 15.50	Communicating business strategy and redefining Nokia's company culture In late 2006, Nokia designed an innovative “high-tech – high-touch” strategy to engage employees in the company's move towards becoming more of an online organisation. In this session, learn how Nokia combined web 2.0 principles, face-to-face approaches and social media tools to ensure maximum involvement and collaboration with employees throughout the organization. You’ll hear about: Senior management’s expectations of the “Renewed Nokia Way” initiative Devising the communication strategy and techniques Employees’ response to the initiative How the process mirrored the new culture The partnership between Communication and Organisational Development Antti Miettinen, Senior Communications Manager, Nokia
15.50- 16.50	Using communication to build and sustain an engaged workforce at Lloyds TSB The role of line managers and leaders in building and sustaining high levels of engagement is critical to ensuring future business success. Making managers better people managers requires them to be able to communicate effectively in a one-to-one, team and business environment. Equally, leaders need to demonstrate desired values and behaviours on a consistent basis to ensure a sense of purpose and alignment with organisational goals. Drawing on his experiences within the Wholesale & International Banking Division of Lloyds TSB, David Littlechild will talk about: Developing the right approach for measuring critical levers of engagement Maximising the value of line managers from qualitative and quantitative data How line managers can use effective communication skills to engage the workforce Using data to support on-going development and growth of managers and leaders David Littlechild, Head of Employee Engagement, Wholesale & International Banking, Lloyds TSB
16.50- 17.00	Closing remarks from the Chair & Close of Conference

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