PRWeek Awards 2011: Internal Communications

The HR and comms team from City law firm Freshfields was asked to capitalise on the company's involvement with the Olympic Games to inspire pride in the business and excitement and patriotism among its employees.

Internal Communications Award winner: Legal Services Provider to the London 2012 Olympic and Paralympic Games, Freshfields Bruckhaus Deringer
Internal Communications Award winner: Legal Services Provider to the London 2012 Olympic and Paralympic Games, Freshfields Bruckhaus Deringer

The team's main objective was to use the company's status as official legal services provider for the London 2012 Olympic and Paralympic Games to achieve a common sense of purpose among employees to help them better communicate the brand's key attributes. The department was also charged with finding interesting and engaging ways for staff to speak publicly about the company's services.

 

"This campaign was really impressive"

John Smythe, partner, Engage for Change

It staged events for staff such as a Question Time-style panel with speakers including businesswoman Karren Brady and Olympic rower James Cracknell, who offered their thoughts on the legacy of the Games. It also put on Olympic park tours, giving employees the chance to see first-hand how work is progressing on the site, and a summer carnival for all London employees, where staff had the chance to meet past and present Olympians and try out unusual Olympic and Paralympic sports. Employees were also given the opportunity to attend test events in the run-up to the Games to encourage departmental team building.

As well as establishing a Games-themed intranet – Gateway London 2012 – the company incorporated its involvement with London 2012 into its wider comms strategy as well as client-facing and recruitment materials. It showcased its Games and Cultural Olympiad involvement at a media reception at The Savoy.

The company's sponsorship of the event and its relationship with the London Organising Committee for the Olympic and Paralympic Games had a profound internal effect. An employee engagement survey showed that 90 per cent of the company's staff intended to get involved in the Games to some extent and 72 per cent felt more positive about the firm. About 1,300 staff out of 1,700 registered with Gateway London 2012, and attendance at company events has nearly doubled since it got involved with the Games.

The Awards 2011 book will be available in this week's issue of PRWeek

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