FitzPatrick: IC for Practicioners - оглавление

1. IC rules

2. What internal communication is and why it matters
- definitions
- organizational communication
- internal communication
- employee engagement
- Getting strategic
- understanding your company and its challenges
- ethics

3. Planning
- Six essential questions - Why, Who, What, When, How, Feedback
- Elements of the plan
- Resources and responsibilities
- SMART objectives
- Templates for a comms plan

4. Audiences
- Demographics
- Segmentation (organization, demographics, access, attitude, outcome)
- Approaches to segmentation

5. Messaging
- What is a message?
- Making it supportable
- Making a case for change - dilemmas, proof, emotion
- Keep it simple
- Planning your message - a standard template
- Channels and messages

6. Channels
- It's all about results
- The medium is the message
- Social messages - misunderstandings and opportunities
- Conducting a basic channels audit
- Discovering what good looks like
- A channels matrix

7. Why line managers matter and how to support them
- Line manager as the make-or-break factor
- The five questions:
(1) Do they know it's their job?
(2) Who's talking to them?
(3) Have you trained them?
(4) Are you giving them tools and materials they need?
(5) Is anyone listening/watching?
- Contracting to be effective

8. Workig with senior leaders
- Why should anyone care about making the CEO look good?
- The boss and engagement
- Why should the IC team care?
- Trusted Advisor
- 4 Cs
- Storytellling
- Getting your plan sorted
- Channels and tools that work

9. Change
- What is change? Theory
- Five principles in announcing change
- A planning template
- Preparing leaders
- Keeping connunications going through the life of a change

10. Research and evaluation
- Why do IC need data?
- What should you measure?
- Audits
- Where can you find your data?
- Quantitative measures - surveys anx tracking
- Qualitative approaches