Interactive Course No. 7: “Special Communication Considerations: Crises, Initiatives, Employee Ambassadors, Social Visual Comms, Simplifying the Complex ”
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This course is part of an 8-part series for internal communicators. This is the seventh course in the comprehensive series on internal communications. Click here to see what’s available in the complete series.
This is not your standard, conventional communications consultant’s spin on the five subjects of this course:
- Holtz: “The public doesn’t care if your CFO steals $10,000,000. It doesn’t care if your enterprise is guilty of outright malfeasance or incompetence. The public is first and last risk-averse. If you are seen as endangering their lives or health, woe unto you. The public will be merciless.”
- Holtz:” There’s a myth that employees who are allowed to go on the Internet at work are less productive. Several authoritative studies prove just the opposite: Employees who have the right to use social media and the Internet at work are more productive.”
- Holtz: “Your leaders assume workers can’t understand the complex issues they grapple with daily. They even believe most regular employees can’t understand a simple corporate profit-and-loss statement. But if employees can’t understand these issues, it’s only because they don’t have to deal with them every day. You the communicator must learn how to simplify the complex for employees working under time constraints.”
Holtz, also illustrates important arguments with stories taken from his personal experience, not as internal communicator, but as a dissatisfied customer:
You’ll learn about:
- Internal Crisis Communications: The 5 Crisis Fundamentals
- Why you must never forget the public first and foremost is risk-averse
- The media is not your friend in a crisis: the media needs conflict, a good and a bad guy
- Why advocacy groups will exploit your company’s crisis
- Why a purely rational response to crisis critics won’t cut it as a strategy
- Why the public won’t believe the CEO; why line workers are much more credible in a crisis
- The 7 Basics of Good Crisis Communication: Why you MUST treat the public’s wildest ideas and perceptions about the crisis as FACT, Why you should avoid public confrontations with critics in a crisis, etc.
- 8 tools you can use to reach employees in a crisis
- 3 way to communicate better with managers and supervisors in a crisis
- How to use employee internal feedback in a crisis
- Short-term business initiatives
- The 6 fundamentals of communicating short-term business initiatives to employees
- Employee ambassador programs
- How credible are employees as spokespersons for your company?
- The structural features of an employee ambassador group
- The five ways ambassadors can spur better internal and external comms
- How to refute the 4 myths about employee “abuse” of social media
- The 3 groups of employees who are natural candidates for ambassadors
- The one group of employees uniquely qualified to be brand ambassadors
- The 7 characteristics of strong employee ambassador programs
- Internal social visual communication
- Why you must turn photos into a communication medium NOW
- Viewer engagement on Instagram 10 times the viewer engagement on Twitter
- Examples of companies that use images to send messages, tell stories
- Simplifying the complex for employees
- The three methods of simplification: explainer videos, explainer articles, interactive graphics
Shel Holtz is principal of Holtz Communication + Technology, consulting with organizations on content and communication strategies. He has written or co-written six communication books, and is a regular speaker on social media and other communication topics.