What good is your company’s strategy if it’s gathering dust on the shelves of a few execs? How effective is your communication change strategy programme if nothing really changes?
Communication change strategy requires total clarity about what the organisation is trying to achieve. Everyone needs to know how they can contribute – a line of sight, or golden thread, running from high-level corporate ambition through to concrete day-to-day activity.
But too many companies leave their strategy gathering dust on the shelves of a few execs. That’s why the intended goals are so rarely achieved. The trick is to bring strategy to life in every corner of the organisation.
We specialise in working with you to create high-impact internal communication campaigns that get employees to understand and support your corporate strategy or other major change and then execute it in day-to-day action.
Getting your message straight
We start by working with you to define what you want people to think, feel and do differently. We then help you articulate the key communication messages and shape them into a convincing narrative (or ‘manifesto’). As part of this, we’ll often facilitate discussions with members of your leadership team.
Involving frontline employees
We’ll also look to involve frontline employees. We might recommend that you form a ‘sounding board’ – a group of people drawn from across the organisation at all levels who are comfortable expressing their views and can help develop the campaign to meet the needs of their colleagues.
Once your goals and messages are agreed, we help you identify the right channels and tactics and then bring it all together in a detailed communication plan. This can utilise a range of traditional and up-to-the-minute communication solutions that will make your strategy or change the STAR (Something They’ll Always Remember).
For some companies, we’ll use a Big Picture solution, a powerful way to bring strategy to life across the organisation.
Are you really getting through?
Crucially, we’ll help you measure the extent to which the communication has driven engagement with your strategy. This vital step is often overlooked in the excitement of delivering the campaign. At Axiom, we always look to measure outcomes – and take action to close any gaps we find.
From communication to action
At Axiom, we believe communication change strategy is only as good as the response you get. That’s why, when helping our clients in communicating strategy and change, we look to put in place a range of mechanisms – in particular, employee recognition schemes – to drive real behaviour change on the frontline. What’s more, we’ve developed a web-based and mobile app called Engage to help measure just how well your messages are being received and understood.