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Scoop.it!
Your one stop shop for everything you need to know about effective internal communications for your 2020 communications plan and strategy.
Read the full article to discover content on more than 20 IC topics as well as a link to download the free 45 page pdf guide. 
sflocalmoving's comment,
April 28, 2022 5:37 AM
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"Of all the communications tools available to a leader, perhaps none is more powerful than storytelling. To reap the greatest rewards from storytelling in the workplace and steer clear of the risks, one must think strategically about the stories they tell, making sure they can first identify what they need a story to achieve so they can then find or develop the right story to achieve it. It also involves building great stories to be told. And while every story is different and unique, all great strategic stories are composed of five essential elements." Read the full article to find out more about these 5 essential elements in leadership storytelling:
Kim Zinke (aka Gimli Goose)'s insight:
Help your leaders build their storytelling skills. They can be one of the most effective communication channels you have. "Paying attention to the middle three element outlined above (Platform, Person and Plot) will ensure your story is engaging and captivating and something people will understand and want to listen to until the end. Paying attention to the first (Premise) and fifth (Point) elements will ensure your story is strategic: that it’s relevant to the workplace situation in which you’re telling it and that the audience is rewarded with something meaningful in hearing it."
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"The stories circulating internally point to what your people really believe your culture is about. And it may not be what leaders publicly say it is. The gap between highly positioned marketing messages and what employees really feel about the culture is evidenced by stories employees tell. A large gap between the two is a leading indicator of problems and shouldn’t be ignored." Read the full article to find out more about these points and the impact of internal storytelling has in your organization:
Kim Zinke (aka Gimli Goose)'s insight:
Want to know if your business has what it takes to survive and succeed? Listen to the stories your employees are telling. To find out more about the impact of storytelling on your organization and how you can tap into it with you communications, take a look at the August Issue of Communication World magazine. This issue examines some of the essential components of stories, and gives ideas for how to incorporate them into a variety of communication strategies, such as these three articles:
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One of the most common misconceptions I encounter when working with companies on internal communications videos is the idea that we have to “come up” with ways to entertain employees with added humor or excitement. Read the full article to find out more about these tips to find stories in your organization:
Kim Zinke (aka Gimli Goose)'s insight:
Get out there and talk, but more importantly, listen to your employees. Find these stories and then use them in all your communication vehicles.
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Make your employees fall in love with your company by turning your New Employee Orientation program into an interactive storytelling experience. Read the full article to find out using:
Kim Zinke (aka Gimli Goose)'s insight:
Internal communicators can really help make this type of a program shine. The company stories may be ones already used in other promotions, or if not, pull them together and repurpose them in another format and share with all your existing employees. While I agree with letting new employees also tell their stories, the article doesn't go into how and where they are sharing these stories? And who's listening and interacting? Some ideas could be compiling the stories and sharing with their new department, or invite them to partake in a in-person or virtual meet and greet and they use these questions as what might be asked of them.
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"It’s quite difficult to become an accomplished storyteller. There’s just all of these factors coming into play when you’re trying to tell stories that captivates and entertains an audience. And being able to do this in a corporate context? Well, you can of course take the scenic route and actually learn how to write long- and short stories. But for corporate flacks like you and me, shouldn’t there be an easier way than becoming an accomplished fiction writer?" Is there a way to simply hack the challenges of becoming an accomplished writer and get the benefits of basic storytelling into your corporate blogging efforts? Yes there is. Read the full article to discover more about how to use this simple blog post script to achieve a dramatic effect by covering these points:
Kim Zinke (aka Gimli Goose)'s insight:
Are you struggling to get executive or anyone in your organization writing for your corporate blog? Or want to take blog posts from drab to fab? Copy out the easy to follow script (and include a link to the article) and promote to your bloggers as their storytelling claim to fame.
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"Gatehouse's Ian Harris gave a talk at Google Campus in London recently on how to find stories to hook your audience." The session is called 'Storytelling for Startups', and shows how to find stories and make them relevant to your audience. It shows you how to use Amazon, Reddit, and Quora to find interesting stories to get your audience's attention - and how to 'bridge' out of them into the thing you really want to talk about. Watch the whole video or visit the YouTube page to access the quick links to jump to one of these sections:
Kim Zinke (aka Gimli Goose)'s insight:
Earlier this year I scooped the beginning of a 3 part series of Ian's that looks like this training session was built from. Be sure to check out those brief videos and downloadable resources that cover:
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Watch this 5 minute video to find out how storytelling is used to shape corporate communication by using any of these four storytelling categories:
Kim Zinke (aka Gimli Goose)'s insight:
These stories work both internally and externally. Your staff will feel more connected to your company if you can tell these kinds of stories to them. And you'll probably find that they'll be your biggest promoter of the story.
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"To engage employees in an organization’s values, vision, strategy and beliefs, you need to create a coherent strategic narrative for the workforce. This is especially important for companies that have undergone major change and need to establish clarity around global vision. Here we take look at the experiences of senior communicators from global companies to gain a deeper understanding of the topic. The strategic narrative is the ability of the organization to create a vision of the future. That might include outlining goals and structure for the business, the market the organization exists in, the competitive landscape – but it must be both realistic and compelling for stakeholders, especially for our employees.
For internal communication, this is about the identification of opportunities to bring to life and clearly articulate the corporate strategy – for example, what exactly is meant by “improving productivity and performance” if this is part of the organization’s overall goal? And how can we talk about these strategic imperatives in a way that will resonate with an audience that may be feeling somewhat jaded – or is simply becoming increasingly diverse?
Internal communication must play a role in developing and/or supporting the delivery of a strategic narrative that feels actionable and achievable, paints a compelling but realistic picture of the future and the role of employees in that future, and builds confidence in the organization and its leadership. Our story needs to be real for people so they can grasp it, deliver against it and share it with others.
While we might not be the actual “storytellers” (nor can IC be everywhere at once), we can play a crucial role in defining the story and in helping it be told in the right way by the leaders and managers who need to understand it for themselves and share it across the company."
Read the full article to find out more about companies who have engaged their employees in the strategic narrative and about: - core messages: brand, vision, values - allowing for "share of voice" in global strategy and values - communicating a "one company" vision
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"Our clients come to Copperfox Marketing for communications services. Often, they are trying to inform, persuade or energize an audience on a particular initiative, program or other corporate directive. In our new age of social media, it’s harder than ever to reach an audience because we are flooded with messages as both workers and consumers.
Our clients collect as many details of the “story” that they can assemble and then start putting that information together for a video, PowerPoint, email or Word document. But many times, the end result just doesn’t feel compelling. Doesn’t seem to connect.
Read the full article to find out more about our 5 tips to help get your communications services on the right track. - memorable KISS - three is the best number - show, don't tell - why, not how - follow the hero's journey"
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"Your employees are a secret weapon for unlimited content marketing inspiration – that is, if you can get them engaged in your content marketing efforts. And while encouraging your entire employee population to help create content may seem like a daunting task, it’s worth it. Your employees are the ones who get the sales cycle. They know your audiences. And they have lots of stories to tell. So how do you begin to engage employees in your storytelling efforts?" Read the full article to find out more about these ways to get your employees involved in your content creation:
Kim Zinke (aka Gimli Goose)'s insight:
Finding stories to share within the organization can be difficult. Typically the internal comms shop is not located in the midst of the activity so you're reliant on people sharing story ideas. The most common challenges I've encountered:
There are many tips in the article that address these issues. Another one I'd add is to send in the "man off the street reporter". Someone with fresh/new eyes will see all kinds of stories. The trick is to point them out and get them excited about telling their story. This is also a great engagement activity.
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"The first step to aligning people at all levels of the organisation is to create a simple, clear and compelling business narrative that everybody can understand and believe in. This narrative can then be brought to life by drawing on personal stories of success and achievement from real people within the organisation that people at every level can relate to. These can illustrate key messages and at the same time create an emotional connection, inspire and motivate others, celebrate 'heroes' and build a sense of pride and purpose. As your company goes through change, stories can play a critical role too, demonstrating exemplary actions and behaviours that leaders can role-model and their teams can adopt." How do you go about developing a story that will move others? Read the full article to find out more about these five stages to a successful story and examples:
Kim Zinke (aka Gimli Goose)'s insight:
For some ideas on organizational storytelling, refer to this IABC #CommChat discussion, where communicators shared their insights on storytelling dos and don’ts. How storytelling can help your organization show off their ‘human’ side highlights tweets about:
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"As PR pros know, finding story ideas within your organization isn’t easy. Most corporate communications departments and public relations agencies today aren’t set up to handle the complex discovery process that’s needed in our content-centric world." Read the full article to find out more about these three ways to find amazing content from within your company:
Kim Zinke (aka Gimli Goose)'s insight:
Finding company stories to share internally can be hard. People are often so close to their program/situation that they can't how interesting it might be to others. Other things you could consider to find stories in-house:
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Too much of the internal communications we see feel like overwrought ad campaigns, designed to ‘sell’ an idea to employees instead of truly engaging them in it. But selling to employees results in employees feeling like they’re being sold, which over time can foster disengagement, distrust and detachment. Rather than advertising to employees, companies should practice more of the authentic and highly human craft of storytelling with them." Read the full article to find out more about these three guidelines on how best to communicate with employees in a storytelling way:
Kim Zinke (aka Gimli Goose)'s insight:
Organizations need to stop pushing information onto employees, instead they should be pulling them into the ideas.0 "This approach requires more faith, trust and relinquishment of control, but it results in internal communications infused with greater humanity, which in turn generates greater understanding, conviction and a profound sense of belonging among employees."
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"Attention all human resources professionals or others in charge of communicating with team members. I have an internal communications video idea for you. An idea that will have everyone in your organization buzzing. What I propose is to start featuring employees… at random. Not the employee of the month, not someone working on the latest company product or initiative. No, I’m talking about selecting people at random, and I’ll layout my case for why this is an awesome idea." Read the full article to find out more about how to create your own internal communications video series:
Kim Zinke (aka Gimli Goose)'s insight:
The inspiration for this article is the CBS series Everybody Has A Story. Take a look at some of the videos from the series to see how they were pulled together and why it's such a unique idea. This could be done as a video or written series and I could see it causing a lot of buzz. What a great way to find out more about your peers.
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![The Five Essential Elements of a Great Company Story [Infographic] | MarketingProfs | Internal Communications Tools | Scoop.it](https://img.scoop.it/mZz17xjbRSkT1VdFp1NerDl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Concerned that you don't have enough drama or action in your company story? Don't worry. You can craft a company story that is both compelling and informative. Read the full article to find out more about these five essential ingredients to tell a compelling company story:
Kim Zinke (aka Gimli Goose)'s insight:
Be sure to share your company story with employees and let them see themselves in the story. When they can see themselves in the story, they become more invested in the company.
Lorraine Elvire Wagenaar's curator insight,
September 3, 2014 6:18 AM
Alles om een goed verhaal te schrijven.
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"If you had a choice between a row of people in "business dress" shaking hands/holding seedlings, or real employees pictured doing their actual jobs, what would you find more interesting and relevant? So I was delighted to stumble upon a campaign that is currently underway by Sainsbury’s, featuring real employees, doing real jobs and sharing internal stories externally. They are currently running a campaign called Little Stories, Big Difference, which features colleagues starring in the communication around how the little things they do as a company have a positive impact on the environment, communities, products they sell and how they work with suppliers.
Read the full article to find out more about and see a selection of Little Stories.
Kim Zinke (aka Gimli Goose)'s insight:
The videos are 30 seconds or less. And once you see one, you can't help but want to watch another. What a great way to get employees engaged. And by being showcased, you've made the staff in the videos (and their co-workers), ambassadors for your company. I can't imagine these folks not sharing or talking about these cute videos and how it's them or someone they work with starring in it. And ain't no one going to be dissing their peeps! The concept could easily be picked up and used solely as an internal program. You don't even necessarily need a professional crew to do this. Give them some guidelines and see if staff may be interested in writing and recording their own 30 second segments.
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"Organizations today spend a lot of time talking about and telling stories to their customers to help them make a purchase a decision. But, what about telling stories to our employees? How many organizations out there actually take the time to help employees understand what their organization stands for, how it was created, why it was created, and how it got to where it is today?"
Kim Zinke (aka Gimli Goose)'s insight:
This should be in every internal communicators toolkit. It is one of the fastest ways to help new employees get up to speed and become emotionally invested in the organization. Employees are your number one ambassadors. If they love your story, they'll share it with others. For free. New employee's at Disney take the Traditions course on their first day. They hear the stories of the heritage and culture and are helped to "recognize and appreciate the connections you have to the Disney story, the daily impact you can have on the quality of the Disney Show, and the role you can play in our Company's growth and success." Many employee's share their stories about the new employee orientation and how they walk away feeling even more connected to all things Disney. Not one of them complains about the history lessons (hidden under the guise of story).
Kim Zinke (aka Gimli Goose)'s curator insight,
December 5, 2013 12:41 AM
This is one of the fastest ways to help new employees get up to speed and become emotionally invested in the organization. Employees are your number one ambassadors. If they love your story, they'll share it with others. For free. New employee's at Disney take the Traditions course on their first day. They hear the stories of the heritage and culture and are helped to "recognize and appreciate the connections you have to the Disney story, the daily impact you can have on the quality of the Disney Show, and the role you can play in our Company's growth and success." Many employee's share their stories about the new employee orientation and how they walk away feeling even more connected to all things Disney. Notice not one of them complains about the history lessons (hidden under the guise of story).
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Learn how to find stories and spread the word of your success today with these tips.
1. Create a 'Report It' link on your Intranet. 2. Use a printed form. 3. Provide an interactive storytelling tool. 4. Now create a story database. 5. Create an internal campaign. 6. Use shoe-leather reporting. 7. Use video—and humor. 8. Be spontaneous.
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People like stories. It's how we record history and entertain audiences. So why is storytelling often left out of internal communications? Usually there's one simple answer. Not enough time.
If you do make enough time, the seven elements of digital storytellling, as created by the Center of Digital Storytelling, are fitting given the trend of employee communication to be more digital. Read the full article to find out more about the seven elements of digital storytelling: - Point of View - A Dramatic Question - Emotional Content - The Gift of Your Voice - The Power of the Soundtrack - Economy - Pacing
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Wow! This is an amazing resource. It provides a great summary on so many topics, examples, tips and tools, and links to supporting material and people. Not only is this valuable for ICers, but if you have trouble explaining what you can do for an organization, I would recommend sharing this guide with your decision makers.