Communicating direction and purpose
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In times of crisis, organizations must emphasize their purpose to enhance employee connection and motivation, ultimately leading to increased productivity and profitability. It's essential to revisit, articulate, and communicate this purpose clearly at all levels while ensuring it resonates with stakeholders and remains authentic. A continuous, engaging communication strategy using a multi-channel approach will help maintain momentum and clarity of direction.
Communicating direction and purpose
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- 2. IN TIMES OF CRISIS, ORGANISATIONS MUST LEAD WITH THEIR PURPOSE 4
- 3. 5Source: PwC study: The power of strategic purpose COMMUNICATE DIRECTION AND PURPOSE Increase reliability and accountability by building a strong sense of belonging. Reassure and unite employees. Increase employee motivation and productivity. Retain talent. Increase profitability. 34%think they strongly contribute to their company’s success. 28%feel fully connected to their company’s purpose.
- 4. 6 With the outlook of entering a new normal, the company I work for has enough focus on communicating a clear direction and strong purpose. POLL 6 Strongly disagree Disagree Agree Strongly agree Neutral
- 5. 7 TIME TO REVISIT YOUR PURPOSE ON ALL LEVELS Company Business unit Team Individual
- 6. 8 STEPS TO COMMUNICATE IN TIMES OF UNCERTAINTY Revisit Articulate Communicate Translate 21 3 4 The opportunity for businesses to make an indelible mark with clear direction and purpose is greater than it has ever been.
- 7. 9 REVISIT YOUR PURPOSE AND DIRECTION Take your time to focus on the long-term purpose. Formalise the process and be thorough. Be aware of the different perceptions. Purpose is not only built on data but also on beliefs. QUALITY CHECK Is your purpose relevant to the most crucial stakeholders? Is it clear what need you are trying to fulfil? Is your purpose authentic to your organisation? Does the direction resonate with the employees and customers? Is your purpose transformative and inspiring action? Do you also walk the talk?
- 8. 10 ARTICULATE PURPOSE AND DIRECTION IN YOUR CORE STORY – HERE ARE OUR BEST Prototype Narrative cornerstones Stakeholder interviews Communication plan Test and finalise INSIGHTS CORE STORY PLAN A good core story consists of two building blocks: WHY and WHAT. Co-create. In many ways, it is a deeply personal document, and this should be reflected in the process. Write in a human language connecting emotion and motivation with the strategic direction and rationale of your business.
- 9. 11 COMMUNICATE DIRECTION AND PURPOSE WITH A CAMPAIGN APPROACH IN MIND CAMPAIGN COMMUNICATION AD HOC INFORMATION 11 Build and keep momentum by communicating direction and purpose continuously and not as a one-off exercise. Make sure that staff remain aware and therefore involved in what is happening. Create a bundle of messages that are drip fed and repeated while applying a multi- channel approach.
- 10. 12 TRANSLATE THE CORE STORY INTO TANGIBLE ACTIONS TO CREATE Share big picture Translate with team . Define next steps Co-create actions Prioritise efforts 1 2 4 5 3 As middle manager, convert the core story to suit your team. Follow the overall purpose and direction of the company. Set cornerstones but allow for discussions and individual adaptions and implementation strategies. Co-create necessary actions and behaviours that you need to start or stop doing today, in two weeks and in two months.
- 11. 13 • Take your time. • Formalise the process. • Be aware of different perspectives. • Focus on the WHY and WHAT. • Co-create. • Use human language. • Build and keep momentum. • Create awareness and engagement. • Campaign mindset with multi-channel approach. • Convert overall core story to suit single entities. • Set cornerstones but allow for discussions. • Define necessary actions and behaviours. STEPS TO COMMUNICATE IN TIMES OF UNCERTAINTY Revisit Articulate Communicate Translate 21 3 4