Your situations
When things changes
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Embedding and accelerating change
“The only constant isn’t change – it’s resistance to change”
To make change happen in a complex and fast moving workplace you need to get people on your side. Yet in trying to drive change, it is all to easy to end up with your foot on the accelerator while employees have theirs on the brake.
Synopsis can help you by:
- identifying what attitudes and behaviours are needed to make change happen
- showing you how to avoid the landmines on the road to change
- developing a clear vision for change, and equipping leaders to make that vision real
- using communication to educate, engage and enrol people in change
- equipping change champions
- providing change planning toolkits
- developing communication strategies and plans
- providing implementation support.
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Turning strategy into action
“I don’t know where we’re going – but I’m definitely helping us get there.”
A business does best when everyone’s energies are pointed in the same direction, not at cross-purposes. But research consistently shows that only 50% of employees know what their company’s direction is, or what they are trying to achieve.
Most employees are convinced they are helping their company get where it’s trying to go even when they don’t know what the destination is.
Synopsis can help you by:
- clarifying and articulating your business strategy and presenting it compellingly
so that your people can translate it into the right actions
- developing and implementing communication strategies which align your people
with your business objectives
- training your managers in the skills they need to make the connection for
their people
- using communication to identify and remove the barriers that stop
your strategy being achieved.
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Delivering the brand promise
“You make the promise… are your people delivering?”
Research shows that staff’s indifference to customers can drive them out of the door faster than anything else.
People are either brand ambassadors, or liabilities with different ideas of what the customer wants. Over-keen and motivated staff may want to serve customers in ways that do your business no good. Employees may be proud to pour their energies into areas that the customer does not want or value.
Synopsis can help you by:
- articulating your brand values in ways which make sense internally and
align with corporate values
- rewiring your communication so that it delivers the information people
need to deliver what customers value
- making the voice of the customer heard throughout you organisation
- matching your internal processes to your brand promise.
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Mergers and acquisitions
“We’ve been merged in the same way the Roman Empire merged with Gaul.”
In mergers and acquisitions, it’s the soft things that are hard. Disaffected, demotivated employees can lead to dissatisfied customers and little or no value from the merger.
Without robust and effective communication processes in place, uncertainty and misperceptions can cut the ground from under your feet, and the grapevine can spin out of control.
Synopsis can help you by:
- developing communication that presents the facts without spin or propaganda
- putting in place communication processes which spot cultural and political
landmines - and defuse them before they go off
- developing a communication strategy and infrastructure for the new,
post-merger business
- working with merger and integration teams to speed up the rate of change.
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Restructuring and reorganisations
“21st Century vision - 1970’s communication”
Many organisations have still got communication processes that were designed for the 1970s. They worked for organisations that were stable, hierarchical, had good market share and were not changing.
Businesses are seeking more flexibility in the way they organise themselves. But flexible structures are undermined by inflexible communication.
You can redraw organisation charts and map processes that will take you into the future, but if you don’t map communication to fit, you’ll find yourself down a dead-end.
Synopsis can help you by:
- getting you match fit - aligning communication structures and processes with
your organisation structure and brand profile
- rewiring your communication infrastructure to fit the reorganised business
- clarifying communication roles and responsibilities to fit flexible
structures and matrix organisations.
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Communicating across the matrix
“In a matrix, shared leadership can end up as no leadership.”
In many organisations working in a matrix or in a decentralised structure has become the norm. But avoiding competition from communicators across the network can be a real struggle. Failure to coordinate the activities of different communicators can lead to communication incoherence.
Communication can become a victim of its own success. With too many communicators and not enough coordination, the best intentions can lead to incoherence and overload.
Synopsis can help you by:
- rewiring your communication so that your people get the information they
need in ways which make sense for them
- installing communication air traffic control to ensure that global and
local communication is effectively planned, coordinated and integrated
- ensuring that your communication practices match the brand structure and
organisational structure of your business
- agreeing share of voice among competing communicators.
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Embedding vision and values
“You may have a dream – but does anyone else?”
Vision and values should be touchstones for the organisation. They should set direction and clarify how the organisation should behave. Yet, too often, vision and values fail to make the journey from the abstract to the specific. Instead of a motivational force, they become nothing more than a laminated wall chart.
Synopsis can help you by:
- developing vision and values which speak to people at all levels of the business
- developing processes which enable people to make the vision and values their own
- campaigning to create momentum, and then using communication to sustain it.
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Communicating in uncertainty
“Today’s business environment has unprecedented levels of uncertainty.”
Uncertainty has become a fact of life. Along with death and taxes, it’s the one thing we can be sure of. Organisations need to survive and thrive through the turbulence caused by uncertainty.
Synopsis can help you by:
- Educating your people about the business environment
- Putting in place communication channels to enable you to respond quickly
to uncertainty
- Developing flexible communication plans that enable you to respond,
no matter what happens.
READ MORE – See our report on communicating in uncertainty
Go to situations connected to ‘Getting value from internal communication’
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