{"id":2582,"date":"2020-01-07T12:04:59","date_gmt":"2020-01-07T11:04:59","guid":{"rendered":"https:\/\/www.open-knowledge.it\/?p=2582"},"modified":"2021-10-26T17:33:24","modified_gmt":"2021-10-26T15:33:24","slug":"internal-communication","status":"publish","type":"post","link":"https:\/\/www.open-knowledge.it\/en\/internal-communication\/","title":{"rendered":"The person at the center: internal communication empowers the sense of group"},"content":{"rendered":"[vc_section full_height=”yes” content_placement=”middle” css=”.vc_custom_1582043991366{background-image: url(https:\/\/www.open-knowledge.it\/wp-content\/uploads\/2020\/01\/BLOG-anteprime_Cover-06_La-comunicazione-interna-1.jpg?id=2761) !important;}” el_class=”full-width”][vc_row][vc_column width=”5\/6″][vc_column_text]\n

The person at the center:
\ninternal communication empowers the sense of group<\/span><\/h1>\n[\/vc_column_text][vc_empty_space][vc_column_text]3 steps to engage the employees and enhance every company project <\/span>[\/vc_column_text][vc_column_text]Communication is not what I say, but what you get.<\/span>
\n(Thorsten Havener)<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][\/vc_section][vc_section][vc_row][vc_column][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][vc_column_text]\n\t\t\n\t\t
\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t7 January 2020 \n\t\t\t<\/span>\n\t\t\t\n\t\t\t\n\t\t\t\t\n\t\t\t\t<\/span> 3<\/span> min.<\/span><\/span>\n\t\t\t<\/span>\n\t\t<\/div>\t\n\t\t\n\t[\/vc_column_text][wgl_spacing spacer_size=”30px” responsive_mobile=”true” size_mobile=”60px”][\/vc_column][\/vc_row][\/vc_section][vc_row][vc_column width=”2\/3″][vc_column_text][\/vc_column_text][vc_column_text]In the last few years, the working world changed\u00a0fastly,\u00a0<\/span>adopting\u00a0<\/span>new technologies, digital tools and processes<\/span><\/b>\u00a0which get better the quality of the commitment.<\/span>\u00a0<\/span>An example\u00a0<\/span>comes<\/span>\u00a0from the new flexible working methods, that push and support employees and teams to do their work by leveraging the opportunity of the smart working in order to\u00a0<\/span>create<\/span>\u00a0<\/span>active<\/span>\u00a0and remote collaboration.<\/span>\u00a0<\/span><\/p>\n

The evolution of working method needs a<\/span>\u00a0new\u00a0<\/span>way to communicate, with the aim to expand the \u201cexperience\u201d from the\u00a0<\/span>customer<\/span><\/i>\u00a0<\/span><\/i>to the\u00a0<\/span>employee<\/span><\/i>.<\/span>\u00a0<\/span><\/p>\n

The sense of belonging to employees towards the compa<\/span>ny\u00a0<\/span>vision and\u00a0<\/span>mission is a\u00a0<\/span>crucial<\/span>\u00a0factor to build a winning\u00a0<\/span>brand identity<\/span><\/i>\u00a0capable of supporting this kind of evolution.<\/span>\u00a0<\/span><\/p>\n

At the heart of i<\/span>nternal communication are\u00a0<\/span>people<\/span><\/b>, the essential element<\/span>s<\/span>\u00a0of a\u00a0<\/span>company<\/span><\/b>.<\/span><\/b>\u00a0<\/span><\/p>\n

This statement extends the scope of internal communication from an essential instrument for the fluidity of collaborative processes among colleagues\u00a0<\/span>to a crucia<\/span>l\u00a0<\/span>step\u00a0<\/span>to\u00a0<\/span>enhance the sense of group and the employee\u2019s acknowledgement<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>In this scenario, it is\u00a0<\/span>essential<\/span>\u00a0to understand the r<\/span>oles and process chang<\/span>es<\/span>. The internal communication, indeed, is no longer a way to communicate something at a top-down level, but it becomes an \u201cinstitutional and respected\u201d instrument that allows every company team to\u00a0<\/span>share messages in a cross and proper way<\/span><\/b>. Sharing information\u00a0<\/span>is no longer a vertical message<\/span><\/b>, but\u00a0<\/span>a horizontal message<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

Moreover,<\/span>\u00a0this is the moment where e<\/span>volution and changing<\/span>\u00a0need new\u00a0<\/span>strategies and techniques<\/span><\/b>\u00a0to share content, starting from the company\u2019s objectives and the features. That is why it becomes essential to create a Communication Plan based on both a\u00a0<\/span>content analysis<\/span><\/b>\u00a0and a\u00a0<\/span>systematic and well-structured spread<\/span><\/b>.\u00a0<\/span>\u00a0<\/span>[\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

The importance of\u00a0<\/span><\/span><\/span>analysis for the internal communication plan<\/span><\/span>\u00a0<\/span><\/h4>\n[\/vc_column_text][vc_column_text]During t<\/span>h<\/span>e<\/span>\u00a0analysis<\/span>, we gather<\/span>\u00a0all useful elements\u00a0<\/span>for the\u00a0<\/span>comprehension of the project<\/span><\/b>\u00a0and then for the\u00a0<\/span>\u201cset-up\u201d<\/span><\/b>\u00a0<\/span><\/b>of<\/span>\u00a0operational model\u2019s activities.<\/span><\/b>\u00a0<\/span><\/p>\n

Indeed, the analysis\u00a0<\/span>allows\u00a0<\/span>finding<\/span>\u00a0<\/span>who<\/span><\/b>\u00a0<\/span><\/b>is involved\u00a0<\/span>in the project\u00a0<\/span>and<\/span>\u00a0how\u00a0<\/span><\/b>it will be impactful on people.<\/span>\u00a0<\/span><\/p>\n

In the following phase, it is crucial to create an\u00a0<\/span>identity<\/span><\/b>\u00a0in order to better communicate with our target.<\/span>\u00a0<\/span><\/p>\n

T<\/span>here are two or more expressions which<\/span>\u00a0help our communication<\/span>\u00a0to improve the comprehension and\u00a0<\/span>enhancement<\/span>\u00a0of\u00a0<\/span>the\u00a0<\/span>content.<\/span>\u00a0<\/span><\/p>\n

The first one is\u00a0<\/span>the\u00a0<\/span>visual<\/span><\/b>, formed by\u00a0<\/span>iconographies<\/span>, images, signs and landmarks. The second one is\u00a0<\/span>semantic<\/span><\/b>, formed by\u00a0<\/span>keywords<\/span>, tone of voice<\/span>\u00a0and idioms<\/span>,<\/span>\u00a0which help people to understand the message.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>[\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_column_text]\n

How can you structure\u00a0<\/span><\/span><\/span>a winning<\/span><\/span>\u00a0<\/span>spread phase for you<\/span><\/span>r<\/span><\/span>\u00a0<\/span>internal communication plan?<\/span><\/span>\u00a0<\/span><\/h4>\n[\/vc_column_text][vc_column_text]The analysis comes first t<\/span>he sharing phase,\u00a0<\/span>and it may be in different<\/span>\u00a0<\/span>methods. For this analysis, we focus on a structured strategy\u00a0<\/span>split into<\/span>\u00a0<\/span>three<\/span>\u00a0steps:\u00a0<\/span>informing, engaging and doing.<\/span><\/b>\u00a0<\/span><\/p>\n

Inform<\/span><\/b>ing<\/span><\/b>\u00a0<\/span><\/p>\n

\u201cInforming\u201d allows sharing key messages about the project to the target. Thanks to the language we built during the analysis, it is possible to develop specific storytelling for initiatives, goals and processes related to the activity.<\/span>\u00a0<\/span><\/p>\n

In the following phase, there is both the development of content and the selection of the best channels, like DEM, infographics, videos, podcasts, messages on\u00a0<\/span>the\u00a0<\/span>company\u2019s intranet and outdoors.\u00a0<\/span>\u00a0<\/span><\/p>\n

Engaging<\/span><\/b>\u00a0<\/span><\/p>\n

\u201cEngaging\u201d means to make interesting and understandable information for the audience. In this\u00a0<\/span>case and<\/span>\u00a0engaged employee should feel an active member of the project.<\/span>\u00a0<\/span><\/p>\n

For this reason, activities like workshop, design thinking, photo and video shooting are\u00a0<\/span>useful<\/span>\u00a0to create a concert \u201cengagement\u201d of employees.\u00a0<\/span>\u00a0<\/span><\/p>\n

By these activities, you c<\/span>an find\u00a0<\/span>ambassador<\/span><\/b>s<\/span><\/b>: people who become\u00a0<\/span>a\u00a0<\/span>sponsor of the project through the last phase of the communication plan.<\/span>\u00a0<\/span><\/p>\n

Doing<\/span><\/b>\u00a0<\/span><\/p>\n

This last phase\u00a0<\/span>is perhaps the most\u00a0<\/span>sensitive<\/span>\u00a0because it is when ambassadors and the rest of the company start\u00a0<\/span>running the project independently, with the only presence of people who\u00a0<\/span>must<\/span>\u00a0monitor progress and effectiveness of the project.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>[\/vc_column_text][wgl_spacing spacer_size=”30px”][vc_single_image image=”3530″ img_size=”full”][wgl_spacing spacer_size=”60px”][vc_column_text]In conclusion, if we pay the necessary attention to the method of “informing, hiring, doing” for the internal communication, it will allow us to develop effective and valuable strategic business projects for the entire corporate population.[\/vc_column_text][\/vc_column][vc_column width=”1\/3″ el_class=”ok-card”][vc_column_text]E.ON<\/span>[\/vc_column_text][vc_single_image image=”3260″ img_size=”medium” alignment=”center”][vc_column_text]\n

See it in Action<\/h3>\n[\/vc_column_text][vc_column_text]We used this methodology to create value for E.ON[\/vc_column_text][vc_column_text]See our project<\/a>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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