The future of change communications: Building trust from the inside out

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What You’ll Learn:: 

When Sun Country Airlines went from an airline that competed against large companies such as Delta to a low-cost carrier, it had the tough job of communicating the new value proposition to its loyal customers and employees, as well as journalists and prospective customers in new markets. The principles are the same, whether your leadership lineup is transformed or your organization’s business model is overhauled. Kirsten Wenker, senior manager of communications at Sun Country Airlines, will share how the airline harnessed PR best practices and relationships to play on emotions, build upon existing brand sentiments and set a successful narrative moving forward during a time of immense change—and how you can do the same when facing transformations.

You’ll learn:

  • How to gather and implement employee feedback
  • Ways to effectively communicate organizational changes in ways that builds stakeholder trust
  • Tips for building an internal ambassador program to champion your most important messages
  • How to stay ahead of the narrative during a transformation, and throughout the life of your brand
Type: 
Broadcast: 
November 2019
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Presenter bio: 

Kirsten Wenker is the senior manager of communications for Sun Country Airlines, where she leads the airline’s external and internal communications strategy, including media relations, employee communications, executive communications, social media, events and sponsorships. In her role, Wenker led the communication strategy and execution through a time of unprecedented growth and transition, developing and acting as the voice of the airline. Prior to Sun Country, Wenker spent three years as the senior corporate communications manager for the Minnesota Timberwolves and Lynx, overseeing all communications surrounding business and marketing initiatives, community relations and corporate partnerships. She also previously worked on public relations accounts for clients in the CPG, sports and travel industries.