Be Bold Using Your PRowers. Internal Communications Feb. 23, 2012 Elizabeth A. Pecsi, APR, PRSA Fellow Director, Executive Communications

Transcription

1 Be Bold Using Your PRowers Internal Communications Feb. 23, 2012 Elizabeth A. Pecsi, APR, PRSA Fellow Director, Executive Communications

2 Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends

3 Super PRowers Research Action Plan Communicate Evaluate Revise 2012 Unisys Corporation. All rights reserved. 3

4 Super PRower Process Situation Analysis Based on research State problem/opportunity Research Types Formal Informal Action Plan Strategies Objectives Tactics Evaluation Feedback Research 2012 Unisys Corporation. All rights reserved. 4

5 Super PRower Approach Interviews What is your vision? Describe success when we get to the end of X, what do you want to see? Three biggest concerns; why? What s getting in the way of achieving success? What s working in our favor? Other possible probing questions Review other research findings Stakeholder surveys Strategic documents, operational reports Industry outlooks, marketing reports, blogs, thought leadership Listen to understand Timing, persistence 2012 Unisys Corporation. All rights reserved. 5

6 The Unisys Story: Focusing in the Changing Market

7 Super PRowers in Action

8 Attributes Engaged People Own and Realize the Strategy Engaged people are visibly. Animated, enthusiastic, passionate, eager to seek, learn, lead..focused on what can be, not on what was Interacting, referencing strategic points when explaining or making decisions.celebrating.providing consistent, regular and candid input and feedback Owning the strategy is seeing people Achieve common goals by quickly agreeing on a course of action making maximum use of their collective knowledge, resources and tools quickly overcome barriers and innovate... Value learning from the experiences 2012 Unisys Corporation. All rights reserved. 8

9 Engaged People Own and Realize the Strategy Guiding Principles Keep explanations simple, meaningful, linked to areas of focus Everyone is an owner of the strategy Think virtual and holistically, act regionally Communicating is frequent, consistent, varied, symmetrical Be willing to negotiate 2012 Unisys Corporation. All rights reserved. 9

10 Engage, Own, Realize A Story Leadership Pact Passion for building trust through give and take Being accountable is critical Balance between life/work Being consistent What would culture look like? Feel and act like owners of the business Be involved and participate in solving challenges; exploiting opportunities Focus on KPIs success factors Be tenacious 2012 Unisys Corporation. All rights reserved. 10

11 Execution Strategic Business Plan 2012 Unisys Corporation. All rights reserved. 11

12 Business Planning Cafe Host a Business Planning Café Time, Date What is a Café? Technique for engaging employees in open discussions about particular topics Ultimate purpose -- cull common themes, feedback, ideas and factor them in planning What to accomplish from conducting café? Start enabling employees to internalize the organization s strategic direction as they get involved in business planning and writing their Performance Planning Reviews (PPR) Introduce WC approach, so people become accustomed to hosting cafes to exploit opportunities or overcome obstacles 2012 Unisys Corporation. All rights reserved. 12

13 Logistics Café First Round - Start at any color table Second Round - Go to new color table (not in a group) Third Round Go to third color table (again not the whole group to the same table) Table Table Table 2012 Unisys Corporation. All rights reserved. 13

14 Supply Chain Operations Key Performance Indicators 1997 Shipment Value $391M Inventory $104M Arrival Quality 92% Delivery 61% Attrition <5% Employee Opinion <ITSG norm 2008 Shipment Value $258M Inventory $ 37M Arrival Quality 94% Installation Quality Delivery 97% Attrition <5% Employee Opinion >ITSG norm 2000 ES7000 Cycle Time 21 days ES7000 Cycle Time ~ 2 days Order Cycle Time 16 days Order Cycle Time 2 days 2012 Unisys Corporation. All rights reserved. 14

15 The Morale of the Story Is.. People trust SCO to do what it says it s going to do It took nearly five years for new behaviors to become institutionalized. Engaged people are visibly. Focused on what can be based on market requirements and consistent, regular and candid input and feedback They own the strategy because they strive to Achieve common goals by continuously overcoming barriers, innovating based on learning from the experiences internal and external 2012 Unisys Corporation. All rights reserved. 15

16 Super PRowers in Action

17 Unisys Three-year Strategy... Drive Profitable Top Line Growth Increase Operational Efficiency 2012 Unisys Corporation. All rights reserved. 17

18 Strategic Communications Plan Key Elements Simplicity is key for success Strategic plan builds on foundational work of past two years Plan leverages existing and social publishing channels (both internal + external) Plan will show via real-world examples how we are capitalizing on disruptive trends in the industry Communication plan will be highly targeted and driven from inside out Need to break through clutter, information overload get audiences to think differently about Unisys Focuses on six themes, building on work already underway Supplement existing comms channels with management-led blogging/social networking to engage & get word out Show vs. tell comms approach will drive greater & longer-lasting understanding, buy in, and behavior change Create 23,000 employee ambassadors that take story externally to targeted clients and influencers Objective: Drive six-month, measurable, global communications plan that builds awareness, understanding and passion among key stakeholders of who Unisys is, where we are positioned, and what makes us different 2012 Unisys Corporation. All rights reserved. 18

19 Desired Communications Outcomes Key Unisys Stakeholder Clients Media Investors Partners Industry analysts Current employees Potential recruits Desired Outcomes I think of Unisys when I have a mission-critical problem to solve in their areas of expertise I want to talk to this company when I write about topics related to mission-critical IT I want to invest in this company because it s focused on big, growing markets and has the right strategy and skills to grow profitably I want to work with this company I will recommend this company to clients for complex IT jobs that impact their customers I understand the strategy, how my day-to-day activities support execution & success, and am excited about our vision and future I want to work for this company 2012 Unisys Corporation. All rights reserved. 19

20 Engage Empower Endorse Unisys Internal Tactics Prep and Previews Day 1: Ed Coleman: All-hands Web UBT BU/Regional Strategy Preview Key messaging points Supporting Bill of Materials Mission Statement Brand Architecture Messaging Guide Strategy Overview (Basic) Strategy Overview (Detailed) UNews (numerous areas) Social Media Properties (NewsGator, Facebook et al.) more Ed Coleman all employee , ongoing blogging Executive Committee - to each Org, People Manager - Continued Executive blogging communication cadence Regional Comms BU Comms Orgs Comms Leverage Existing Publishing Venues - Town Hall Meetings - Newsletters - support, especially from Sales Leadership - Blogs (Frankenfield, Davies etc) - Webcasts - Portals, internal websites - Portfolio Center content - Onboarding and training modules Key Pre-Launch Prep U-News Sales collateral Portfolio Center UU training (begin process) Begin weekly communicators call across regions Establish go-to assets portal for communicators Social Media Inviting Ideas Keeping it Real Twice monthly poll, Strategy Wiki, personal blogging Monitored box for employee ideas about opportunities to further embrace or deploy six themes Regional and BU testimonials; where done well, client successes Ongoing : UNews cadence, Communicators Meeting Metrics Baseline Survey Midway Milestone Survey Touch count, gap analysis 6 month Milestone Survey 2012 Unisys Corporation. All rights reserved. 20

21 Our Chairman actively reinforces the importance of social connection and collaboration 2012 Unisys Corporation. All rights reserved. 21

22 Unisys Internal Tactics Strategy HOW Once Is Not Enough 2012 Unisys Corporation. All rights reserved. 22

23 Sales Culture Built on Consultative Selling 2012 Unisys Corporation. All rights reserved. 24

24 Business Unit Level Tactics TCIS Strategy Insights TCIS InFocus webcast 2012 Unisys Corporation. All rights reserved. 25

25 Business Unit Level Evaluation Survey Item Rated growing IT outsourcing and system integration 5 percent per year as necessary to achieve by 2013 Rated High 92% Selected correct mission statement 86% Rated familiarity with Unisys strategy high (familiar-very familiar) 76% Rated Medium Accurately described cross-selling sales strategy 65% Selected the correct list of disruptive trends 50% Rated ability to explain Unisys strategy to others high (proficient advance expert) Employees strongly agreed that I can see a clear link between my work and Unisys goals Employees strongly agreed that corporate management communicates a clear sense of direction for Unisys 47% Rated Low 35% 25% 2012 Unisys Corporation. All rights reserved. 26

26 Morale of the Story Is... We are getting there... Alignment Platform for continuing the dialogue New social media capabilities are changing rules of engagement Role shifts Facilitate, curate Measurement 2012 Unisys Corporation. All rights reserved. 27

27 Put Your Super PRowers in Action - Topic As a PR professional, what are you currently doing that you would either like to add, change, stop or build upon? What barriers are getting in the way of you being able to achieve this? What is working in your favor or making it possible to achieve this? How can you influence in ways that diminish barriers and enhance enablers? When I leave today, what am I going to do to release my super PRower? 2012 Unisys Corporation. All rights reserved. 28

28 Thank you!!!!