FOCUS: INTERNAL COMMUNICATIONS - Staying on top of the situation/Introducing initiatives to talk to staff about change, can fall flat without proper planning

Little more than a week after the Paddington rail disaster in October, staff at Great Western trains were horrified to receive a party parcel designed to promote ’team spirit and bonding’. Inside, with a morale-boosting letter about ’celebrating the changes for the better’, was a party hat, balloon and paper whistle.

Little more than a week after the Paddington rail disaster in

October, staff at Great Western trains were horrified to receive a party

parcel designed to promote ’team spirit and bonding’. Inside, with a

morale-boosting letter about ’celebrating the changes for the better’,

was a party hat, balloon and paper whistle.

The timing of such an exercise could hardly have been worse. With the

recent rail tragedy - including the death of one of Great Western’s own

employees - still fresh in people’s minds, this jolly mail-out from head

office backfired, big-time.

Despite an apology for its mistake to Great Western staff from parent

company FirstGroup, the matter raised the hackles of the Rail, Maritime

and Transport Union - and found its way into the national press.

This is just one example of the best-laid plans going wrong. Sometimes,

rather than encouraging staff pride, enthusiasm and understanding, an

internal communications exercise can not only fail to meet its

objectives, but can turn into a disaster.

If the mistake reaches the media, then negative perceptions are likely

to be taken on board by external as well as internal audiences. Indeed,

the end result of a disgruntled staff member squealing to a journalist

can often be a more united workforce, but not in the way management


It is almost impossible to rule out the rogue element of staff who are

prepared to talk to the press but there are many other ways for an

organisation to get its internal communications wrong.

’First there are the gifted amateurs, who don’t think through the

implications of their actions,’ says Bill Quirke, managing director of

internal communications specialist Synopsis.

As an example he cites how his agency was recently called in after an

organisation had promoted a new IT strategy, based on ’preventing

trouble’, by sending a fluorescent condom to every member of staff.

’Then there is the flat-pack approach - where an employee receives

separate bits of information that he is supposed to put together,’ says


’Lastly, there are the competiting departments, who think by shouting

louder they’ll drown out the ’opposition’.’

In his time, Quirke has seen it all from ’bathroom bulletins’ stuck on

cubicle doors, to competing departments with rival initiatives ripping

down each others’ posters in the middle of the night.

These examples might be petty, but the implications can still be


And when it is a question of communicating a far-reaching corporate

policy, or major change such as a merger or acquisition, the results of

ill-thought out internal communications can be very damaging.

Lorrie Hecker, director of communications agency MCA, says: ’The

tremendous investment of time, money and energy in bringing two

organisations together can be completely derailed by poor communication.

Productivity drops, customer service suffers and top talent leaves.’

She adds: ’Without effective communication to address concerns and

create a clear vision for the future, the newly formed organisation can

actually come apart at the seams.’

But when an internal communications exercise has gone belly up, how can

you pull things together? The obvious solution is to be prepared, with

systems in place to identify potentially explosive issues and procedures

for dealing with the unexpected.

Banner McBride CEO Michael Pounsford says: ’Organisations that value

internal communication and have it at their core can often minimise the

effect of negative issues. In practice, this means your structures for

communicating will be in place - you will have already identified your

key internal communication champions; distribution channels will be

established; helpline numbers and contact points will be set up and in


However, many organisations are tempted to interpret this as an excuse

to get tooled up with the latest technology.

Companies with a widely spread workforce may benefit from satellite

communications, videos, e-mail and the internet, but one of the most

common complaints from their employees is that senior management are too


Grayling director Caroline Black says: ’You can get carried away with

intranets and so on, and it can all become Big Brotherish. Of course,

there is room for technology, but you still need a chief executive and

board of directors that goes out and sees people and has interaction

from getting people in a room together.’

This is a view echoed by John Harben, client director of internal

communication specialist Smythe Dorward Lambert. ’Increasingly people

want the work experience to be meaningful, so people need real emotional

involvement with change,’ he says.

At a practical level this involves face-to-face contact and creating a

true dialogue with employees whose biggest concern is ’What will this

mean to me?’. According to Harben, this is especially important now that

what he describes as ’the age of deference’ within the workplace is


’As people agree to work with a company for a shorter time, in return

for good training and other benefits to their career, they expect a

higher level of consultation and influence, or they will move

elsewhere,’ he says.

But one of the intrinsic problems with change is that initially it can

be unpopular. Unless employees are given an idea of the context of the

need for something new, fear can creep in, closely followed by


And while it would be naive for any organisation to expect absolutely

every employee to be won over to a major initiative, much of the

responsibility for employee buy-in lies with middle managers on the

front line.

’A major reason for internal communication going wrong is the

disproportionately small investment made by organisations in line

managers,’ says Nicholas Wright, head of internal communication

consulting at Fishburn Hedges.

He stresses that organisations should be more open about their business

strategy with employees and spend more on training managers to

communicate effectively with their staff. ’If you don’t, then you can

end up with managers who abdicate responsiblity and take a ’They’ve told

me to tell you’ approach,’ he warns.

But some organisations have looked to harness the negative energy that

major change can bring and turn it to a positive force for good. A

year-and-a-half ago, food manufacturer McVitie’s UK launched a new set

of company values to staff. Alison Heads, head of communications says:

’There is always a team of people within a company who are early

adopters and to which other people tend to gravite, so they help

accelerate change. These are not always the most positive people -

sometimes they are even the cynics - but you can get them to help


To involve employees emotionally and intellectually, the company

developed a team of communications champions. Drawn from various levels

and departments, these champions became the innovators for best practice

within the organisation and helped facilitate the execution of this best

practice among others.

Outside consultants, that go into organisations to support major change,

can also face huge negative perceptions from staff. This is particularly

true when employees fear that jobs are under threat.

At Banner McBride, Pounsford says: ’It’s important to confront people’s

worries and concerns head on. Be honest with them. Ask them what

information they need and want and how do they want to receive it - then

give it to them.’

This was the line taken after the merger of Lloyds and TSB. In May this

year, Caribiner was behind a live internal communications event at the

NEC for 5,000 of the bank’s 77,000 staff. The objectives were to unveil

its new blue and green identity, explain the values behind the brand,

and gain commitment from the employees to the new way they would be


This also had to be filtered effectively to the rest of the staff.

Caribiner asked every staff member, at all levels, to nominate a

’pathfinder’, or a brand ambassador, who would each attend the event and

then bring the messages back to 15 of their peers.

The show itself involved a minimum amount of management preaching on

stage, and around 60 employees at all levels took part in a fast-paced

presentation showing how the transformation was happening in every area

of the bank’s operation. The day was followed up with independent

research which showed that the messages had succeeded in cascading down

to the staff who were not at the event.

Carabiner marketing manager Fiona Kearns says: ’We spent a lot of time

before the event finding out how staff from senior managers to the shop

floor felt about the merger, including a survey, and staff at all levels

worked with us to develop the content of the launch day.’

She adds: ’One of the main issues was that it is an enormous company,

but it includes people working in village branches who don’t feel part

of the bigger picture and thought nobody cared about them. They know now

that they are part of one of the big boys, and they are proud of


Brand changes were also involved in a project carried out by Bamber

Forsyth with waste management company Shanks, to develop a new corporate

identity and bring together a number of sub-brands to create one core

identity. While jobs were not on the line, account director Rebecca

Price says: ’We ensured that the project was seen to be supported from

within from the word go.’

To ensure that staff did not feel put upon by a group of outsiders,

Shanks and Bamber Forsyth set up a steering group involving key players

with an overview of various parts of the business. In addition, once the

new identity was up and running, an implementation group was set up to

involve people and avoid any careless mistakes.

’For example, unless you speak to the person responsible for lorries,

then you don’t know that, for safety reasons, it’s vital that any new

vehicle livery is highly visible on landfill sites,’ says Price.

It is clear that, when internal communication goes wrong, it is the

credibility of senior management that is the first to be dented. If the

CEO says a key value is equality, but has a reserved space in the

company car park, then belief in his leadership can be hard to win


Forward-thinking companies are ensuring that internal communication is

being represented at the most senior level within their organisation,

and thinking through the consequences of business decisions on

individual staff and their day-to-day jobs.

As Pounsford says: ’When issues have a direct impact on staff, they

deserve to hear about them first from their managers, not by reading

about them in the newspapers or seeing them on television.’


With organisations constantly stressing the importance of people,

coupled with the advances in communications over recent years, it would

seem a safe bet that employees feel more involved within the workplace

than ever before. Yet, data from MORI suggests that staff feel no better

informed now than they did 25 years ago.

’Despite all the expenditure on videos, business television and new

media, the average number of staff who fell well informed has remained

at around 50 per cent,’ says Susan Walker, managing director of MORI

Human Resource Research.

This less than encouraging figure hides huge disparities between best

and worst practice. And even with the arrival of e-mail, intranets and

glossy magazines, some organisations still find it hard to make use of

such tools to talk with staff.

So when it comes to evaluating the results of a corporate shake-up, how

can you ensure that the reach of your internal communication effort is

rising above this depressingly low average?

While there are numerous techniques such as questionnaires and focus

groups for revealing employee satisfaction and awareness, where does the

impact of big change sit with staff?

One answer is to find out what is really going on using both informal

feedback and solid benchmarks. Recently, Countrywide Porter Novelli had

the opportunity to test out this on itself.

Earlier this year, Countrywide Porter Novelli bought Ellips, a Belgian

top 10 agency, which meant forging a single entity from its new purchase

and its existing Brussels operation.

’The most common reason for mergers and acquistions to fail is a clash

of cultures,’ says Mike Rigby, head of internal communication practice

at Countrywide Porter Novelli.

Using an e-mail based culture questionnaire, the agency examined eight

separate dimensions in its two operations: professional excellence;

innovation; social culture; internal and external focus; procedural

practices; decision-making; attitudes to performance; and degree of


With nine questions in each category, CPN used the results to identify

areas of similarity and difference. This revealed a healthy culture

overlap of 65 per cent, a smaller area where there were some differences

that would need monitoring and a 15 per cent clash between the two


Countrywide Porter Novelli used these findings to pull together action

teams from both sides, to examine problem areas and recommend

appropriate strategies and solutions to a joint board.

Rigby says the advantage of using an electronic tool was that data was

automatically downloaded so there was less scope for error. In addition,

it was easier to analyse information and identify factors that could

undermine individual performance during a period of transition.

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