Elizabeth Cogswell Baskin

Intranets, Magazines and Emails are Only Envelopes

The medium, in fact, is not the message. (Apologies to Marshall McLuhan, the man who coined that phrase back in the 1960s.) Although we now have more possible internal communications channels than ever before, each channel is nothing more than an envelope in which we deliver content. Is your content fresh and relevant? Is the design appealing so people want to see what’s inside that envelope?

If a channel hasn’t worked before, maybe it just needs to be done better. Occasionally when Tribe recommends a new approach to an existing channel, a client will say nope, we’ve already tried that and it didn’t work. Maybe a bad magazine didn’t work, but one that’s beautifully designed with engaging articles just might.

For instance, it’s not the intranet’s fault if nobody goes there. Compare your content and design with what employees see online every day, from news sites to social media to retailers. Does your site seem pretty bleak in comparison? Even when you’re stuck with an existing platform, you can re-skin the graphic design and rethink your content.

Often the issue is not quality of content but quantity. If employees aren’t reading internal communications emails, could it be because they’re ridiculously long? Cutting the word count from 500 to 50 and adding some visual interest might make that channel highly effective. If you’re afraid a short email can’t possibly give employees all the information they might need, direct them to the intranet for more details.

Same goes for corporate videos. It takes discipline to keep them short, but when a video drags on and on, few people will watch all the way to the end. We once worked with a client on a collection of videos that was were one person talking about one topic for one minute. Employees loved them.

So don’t discard an old envelope just because it hasn’t been effective in the past. It’s what goes in that envelope that makes all the difference.

Interested in refreshing an existing channel? Tribe can help.

Elizabeth Cogswell Baskin

If you want collaboration, encourage conversations that aren’t about work

See that group of employees standing around the coffee maker chewing the fat? The ones talking about things that have absolutely nothing to do with work?

That sort of idle chit chat is exactly what you want if you’re hoping to build a collaborative culture. In Tribe’s national research on collaboration, respondents stressed how important it is to know the other people, at least casually, in order to feel comfortable sharing ideas and collaborating on work projects.

One of the major hurdles to collaboration is how vulnerable people can feel sharing fragile ideas that are still half-baked. But that’s exactly when you want to get those ideas out on the table so people with different expertise and perspectives can contribute to moving the idea forward.

Creating a culture where casual conversation and personal relationships are valued helps give employees that comfort level. Look for more ways employees can cross paths with those in other work teams and even business units. That might mean building more social hours into annual conferences or establishing an inter-departmental dodgeball tournament. It can be impacted by the architecture of your buildings. It can even be encouraged by stocking a really great break room with latte machines and coolers of energy drinks and bowls of fresh fruit.

The goal is to give employees, especially those in different disciplines, occasions to rub elbows. And then to encourage your managers to let those casual conversations happen. To some, it may look like employees are goofing off. But by establishing close social connections, your employees are doing something very positive for the company.

Interested in building a culture of collaboration at your company? Tribe can help.

 

 

 

Elizabeth Cogswell Baskin

The Origin of Brainstorming: Or Why It’s Not Something to Squeeze into the Meeting Agenda

HiResBrainstorming happens to be one of my least favorite words. In the corporate world, the term usually means a bunch of people in a conference room shouting out things that someone else scribbles on a whiteboard or flip chart. In my experience, it’s not the best way to generate truly creative ideas. It’s too loud, for one thing, to hear that quiet voice of inspiration. That voice is more apt to raise its hand when just a couple of people are kicking around ideas, or later when one of those people is in the shower, or driving a car, or cooking dinner. But there’s something else that bothers me about this brainstorming thing.

At least I now know who to blame for coining this word. It was Alex Osborn, one of the founding partners of BDO, later to become the advertising giant BBDO. (Oldies quiz for those who’ve been in Atlanta for decades: Remember the ad shop known as BDA/BBDO? When the receptionist answered the phone, it sounded like someone falling down a flight of stairs.) Osborn’s ideas on brainstorming were later expanded upon by academic Sidney Parnes, with whom he partnered to develop what they called the Creative Problem Solving Process, or CPS.

I have a vague memory of my father explaining the phases of CPS to me as a child, saying that it mirrored the general process of the way his firm practiced architecture. The rules Osborn came up with for brainstorming were rules I remember my father using with young architects, particularly the first of those rules. They’re also second nature for most art director-copywriter teams in ad agencies, at least those in which I’ve been involved.

  1. No criticism of ideas
  2. Go for large quantities of ideas
  3. Build on each others ideas
  4. Encourage wild and exaggerated ideas

There’s a tradition in ad agencies that says creative ideas come out of the creative department only. Any account executive who didn’t know better than to pipe up with a headline was quickly schooled by his elders. The way we work now is far too fluid for rigid boundaries of responsibility, and I think most of us in the business of selling creative ideas will take a good one where we find it.

What’s useful about that ad agency tradition, to my mind, is a respect for the hard work of generating ideas. Before the brilliant idea that comes in a flash, there are generally many, many bad ideas. Before any of those bad ideas, comes a period of immersion in the subject matter. Even before those particular bad ideas, there are often years and years of experience trying to think up ideas for a living. There’s a certain way of thinking, of using the brain, that can be honed over a career in a creative business.

Which leads us back to the original meaning of the word brainstorming. According to CPS, it’s a process of 1. fact finding, 2. problem finding, 3. Idea finding, 4. solution finding and 5. acceptance finding. So maybe I’m fine with the word brainstorming. I’m just not a fan of thinking that the entire process is easy.

Want a more creative approach to your internal communications? Tribe can help.

Elizabeth Cogswell Baskin

Writing for internal comms: Three ways to look like an amateur

This is how my great aunt would do internal communications
This is how my great aunt would do internal communications

The field of internal communications has come a long way. As more companies have recognized the business advantages of communicating with employees, investment in internal online, digital and print communications has increased along with the technology that enables their delivery.

Still, a whiff of the amateurish persists in some of the writing. We have to recognize that employees are accustomed to consuming mainstream media. Our internal communications don’t exist in a vacuum. They compete for attention with all the websites, apps and magazines that employees encounter in their day-to-day lives.

Readers make snap decisions about the trustworthiness of sources based on the professionalism of the writing. If you’re reading a website filled with grammatical and punctuation errors, you’re more likely to think it’s the rantings of a crackpot than solid medical advice from the Mayo Clinic.

It’s hard enough to create trust in company leadership and in the veracity of internal communications. Readers notice small cues, consciously or unconsciously, that indicate the professionalism of the writing. Don’t shoot yourself in the foot with these three tragically common mistakes:

  1. Incorrect use of ellipses: The dreaded dot dot dot is frequently misused by people who should know better. If you’ve deleted part of a quote, an ellipsis is warranted. It’s how you indicate to the reader that you’ve omitted something that was previously in that sentence. It’s not for creating a sense of drama. If you want to do that, maybe a long dash is what you’re after. If you’re using it to create a pause in the reader’s mind, keep in mind that it indicates confused or faltering thought. The Chicago Manual of Style, for example, says “Ellipsis points suggest faltering or fragmented speech accompanied by confusion, insecurity, distress, or uncertainty.” Generally, that’s not the affect you’re after in internal communications. If you’re doing it just because you think it looks nice, you might want to rethink that.
  2. Incorrect use of quotation marks. Whenever I see this, it reminds me of letters from my great aunt. Quotation marks, besides indicating actual spoken words, can be used to indicate an unusual word or term, something the reader may not have encountered before. Aunt Etta used them liberally, as in hoping I have been “hitting the books” at college or that I would postpone marriage until I found “the right one.”  She would also draw little ballpoint hearts and sunshines in her notes. And sometimes include a twenty dollar bill. She was awesome. In internal communications, quotation marks are often used  in the same way, around words and terms that anyone not living under a rock would easily understand. You don’t see them doing that in the Harvard Business Review.
  3. Overuse of exclamation marks: We once had a client who demanded at least two exclamation marks in everything we wrote for her. It kind of made sense for her, at least in her blog, because that’s the way she talked. But in most professional communications, there just aren’t a ton of occasions that warrant an exclamation mark. There’s no reason to put one (or three) after a sentence, unless the building is on fire.

Interested in improving the professionalism of your internal communications writing? Tribe can help.

Elizabeth Cogswell Baskin

Authentic CEO Communications That Are Super Easy On the CEO’s Calendar

tCEOs are busy. They don’t always have the time, or the inclination, to pen their own material for employee communications. Having a leadership blog or letter to employees ghost-written by someone else, whether an internal communications professional or an agency, is a commonly accepted solution to that challenge.

But employees can smell fake a mile away. I was once in an elevator in a large corporation with the CEO’s latest blog posted on the wall. It was a nicely designed piece, with a photo of the smiling executive. Two employees who happened to be sharing the same elevator were chuckling at the ruse. “Oh yeah, like he really wrote that.” I glanced at the copy, and agreed with them. It read like a press release that had been revised by committee.

Yet it’s important to employees to know what the CEO is thinking. They want to know that he or she has a vision, that there’s a plan for the company’s future, that the work that they’re doing in their individual jobs contributes to some greater plan for success.

At Tribe, we’ve found a few ways around this conundrum. They all can be achieved with a very small chunk of time in the CEO’s calendar and result in authentic communications employees can trust. They also don’t require huge budgets.

1. The Q&A: This is the simplest possible solution. Rather than guessing what the CEO is thinking, just ask. Tribe has used this method for several clients on a quarterly basis. Here’s just how easy it is to do:

  1. Book 20-30 minutes on the CEO’s calendar once a quarter for a phone call
  2. Prepare a handful of questions related to the company vision, one of the values, a current business challenge or strategic objective
  3. Have a nice conversation with the CEO and record it (We usually use an iPhone and the Voice Memos app)
  4. Have the conversation transcribed (We use a professional transcriber, but any intern could handle it)
  5. Construct a Q&A column using quotes from the transcript (Most CEOs appreciate you cleaning up any stumbles or grammar faux pas)
  6. Have the CEO review it, make any minor tweaks, and you’re done

2. Leadership Video: Tribe recently shot a year’s worth of monthly videos in one day, requiring about 20 minutes per member of the leadership team. The CEO was interviewed on all 12 subjects, but that took only about an hour of his time. We covered everything from the Vision and Values to building a customer-centric culture to the balance between people and technology. That gave us enough material for more than a dozen ninety-second videos, each featuring the CEO and several other members of the leadership team commenting on the same theme. (We have a Tribe person off camera doing the interviewing, and then of course delete all that in the edit.)

3. Podcasts: If you don’t have the budget to shoot video, or if your CEO is shy about being on camera, use the same process above to record audio rather than video. Edit into short podcasts you can post on your intranet or email to employees.

Interested in trying some new forms of leadership communications? Tribe can help.

 

Elizabeth Cogswell Baskin

Managers Want Tools to Help Cascade Communications

Do you use direct managers as a communication channel for non-desk employees? The default method for reaching employees on the production line, in the distribution centers and on the sales floor is usually to depend on their managers to communicate what corporate communicated to them.

The thing is, few managers in these settings would consider themselves communications professionals. In Tribe’s national research on non-desk employees, managers said they’d like more communications support in the form of tools and training.

When it comes to communications tools, putting them online can be best. Of those who said they wanted additional materials, 57 percent responded in favor of using online materials. Comments of respondents included,  “Printed material tend to be a waste unless you are going through them line by line,” and “I prefer [supporting materials] to be online reports.”

Other quotes included: “I would like [supporting materials] to be online resources,” “I think [support materials] should be online,” and “[I would rather] have online resources!”

 Providing tools like talking points or FAQs can be particularly effective. In fact, they address one of the few faults that the 2012 respondents found with communications delivered through direct managers: inconsistency of message.

These tools can be simple. In fact, they should be. No need for tons of paragraphs or pages. Give them a one-pager with the overall key message and a few bullet points. Maybe offer suggested responses to questions employees might ask.

Interested in developing communications tools for your company’s managers? Tribe can help.

 

Elizabeth Cogswell Baskin

3 Tips to Avoid Overloading Employees With Emails

HiResWhen someone talks too much, people tend to tune them out. By the same token, if you’re constantly emailing employees, they may not be paying attention to those messages.

Employees already get too many emails. Some of those emails are urgent; others are things they need to read to do their jobs. Many are CYA emails that copy everyone who could be even peripherally involved with the topic at hand. And then there are the internal communications emails — which often get left to open later. Which means never.

So your starting point is that your email is low priority. That means your emails need to be both engaging and easy to process to get any kind of attention at all. Here are three tips to increase the effectiveness of employee emails.

1.First of all, cut some copy. Nobody’s got time to read every possible detail you feel you need to communicate. Keep the message simple, and provide a link for more information to satisfy the few who will actually want to know more.

2. Don’t bury the call to action. Employees will be scanning the email to see what they’re supposed to do, so get that call to action in early. The first line, first subhead or even the subject line will work fine. If you think they’re going to read paragraphs of text to figure out what they need to do in response, you’re probably mistaken. Even worse is an email that tosses the call to action in somewhere in the middle of the email where it gets completely overlooked.

3. Make it visual. You know what that say, a picture is worth a thousand words. In an inbox that’s filled with text, a strong visual can be the difference in an instant delete or a cursory look. And a cursory look is the gateway to actually reading the copy.

I’m not saying email isn’t a useful channel. Especially in employee populations where people are sitting in front of computers most of the day, email is often the most direct channel — and the one most preferred by employees.

The challenge is to get your email read. Don’t make the mistake of thinking employees are sitting there waiting for the next internal communications email to pop up. And don’t be so quick to decide that email doesn’t work. It’s possible that you haven’t yet figured out how to make email work.

Want to make your internal communications more effective? Tribe can help.

 

 

 

 

 

 

Elizabeth Cogswell Baskin

84% of Employees Say Change Management Communications Handled Poorly

In Tribe’s employee research, 84 percent feel that communications about major changes in their companies are handled poorly. If you’re interested in your employees falling into that 84 percent, here are three sure-fire ways to completely blow it with employees:

1. Don’t say anything at all until every single detail is final. This is an awesome idea if you want employees to feel insecure and uneasy. Especially if they somehow suspect change is afoot and begin to spread that suspicion via the grapevine.

2. Tell them what they want to hear. For instance, if there’s currently no plan for layoffs, go ahead and promise them that all their jobs are definitely safe and they don’t have a thing to worry about. If that changes, they probably won’t even remember the earlier communication.

3. If it’s bad news, don’t talk about it. If you don’t acknowledge that something has gone wrong, or that a difficult change is coming, then you can keep employees from knowing a thing about it.

What’s that? You prefer treating employees with respect? Then you might find the following tips more in keeping with your approach:

• Don’t patronize them by withholding negative news. They’d rather know what to expect than be left in the dark.

• Tell employees as much as you can as soon as you can. If aspects of the change are not yet decided, tell them that too.

• Don’t make the mistake of thinking employees get all their information about the company from the company. They have plenty of other sources, from the financial news to the local news and from social media to social connections.

Want some guidance in handling change communications? Tribe can help.

Elizabeth Cogswell Baskin

Connect Employees to Something Bigger by Telling the Company Story

Do your employees feel like they’re helping to write the story of the company? Perhaps the most important goal of internal communications is to help employees see how their individual roles connect to the big picture. They need to connect the dots between the work they do every single day and the success of the company.

The company story can be an invitation for employees and prospects to join the experience. Make the story relevant for corporate employees but also those in the manufacturing facilities, distribution centers and other production jobs. People on the factory floor should know that they’re creating a product that provides people with something that makes their lives better in some way.

Look for the golden thread of purpose that has always run throughout the company’s history. Although business strategies and even the organization of the business may have changed dramatically since the beginning, there’s likely a perennial purpose that’s been there year after year. For instance, an IT company may be using entirely different technology and providing new sorts of services than it was even a few years ago. But look for the reason why the company exists, the need it fills for its clients. In that example, maybe the company purpose is and was to help clients’ technology work flawlessly so they can focus on their own business instead.

What channels would you use to tell the company story? Tribe often creates what we call vision books for clients, in which we help the company articulate the vision and values of the company. This is an ideal tool for telling the company story, for a variety of reasons.

The company narrative can also be told in almost any other channel. Tell it in the employee magazine, on the intranet, as part of a company anniversary event. We’ve even incorporated colorful gems of company history in digital signage.

The importance of the story is that it connects employees to something larger than themselves. Being an integral part of the whole makes work more meaningful, and more meaningful work builds employee engagement.

Interested in telling your company’s story? Tribe can help.

Elizabeth Cogswell Baskin

Insider Tips: How To Get Your Agency’s Best Work

iStock_000040279026_SmileWhether you’re talking advertising, digital marketing or internal communications, partnering with an agency can be a powerful way to make things happen. There’s nothing quite like having a team of talented professionals with relevant expertise on your side.

But how do you get their best work? And what makes one agency relationship a true pleasure while another makes you gnash your teeth in frustration? Here are four suggestions for making magic with your agency partners:

  1. Hire the best, not the cheapest. If you choose an agency by selecting the low-cost leader, you’re likely to get what you pay for. That doesn’t mean you have to throw money at an agency to get attention. Small clients can sometimes be an agency’s favorite clients. Look closely at the work the agency has done for other accounts. Do you admire that work? Does it seem smart? Does it look fantastic? Also pay attention to chemistry. Do you enjoy the time you spend talking to the agency folks? Does your gut tell you that they’re excited about working with you? Do you trust them?
  2. Give the agency what they need to do the work. Take the time to prep before you hand off a project to your agency. Setting them loose without all the materials or information they’ll need can result in spinning wheels and unnecessary revisions. (Unnecessary revisions are something you definitely want to avoid, if you’re hoping to get your agency’s best work.) Does the agency need background documents or research results that will be important for developing strategy? Does the creative team have your brand standards? Have you given them the specs for your deliverables? This sort of stuff seems like small potatoes, but it all slows down the process and/or sends your agency off to do your work without being equipped to do it.
  3.  Don’t let projects sit. When the agency gives you work for review, get your responses back to them in a day or two. Keep the process moving forward, providing feedback when needed and meeting the milestones on the agency timeline. If there are other decision makers involved, work to give collective feedback from the entire group, rather than making each person’s revisions before sending on to the next reviewer. Most importantly, keep the communication flowing. Don’t go dark on your agency. Work rarely gets better when it sits for weeks, and it takes everyone on the team time to get up to speed again and remember what your project is all about.
  4. Be nice. Both you and the agency want the same thing: great work. So remember you’re on the same side. A little common courtesy can go a long way. When your agency meets a tight timeline, let them know you appreciate it. When you need revisions, communicate that with an attitude of respect. It’s amazing how happy agency people can be to bend over backwards for the clients they enjoy working with.

Interested in partnering with an internal communications agency? Tribe can help.