Competing on the curve: Re-engineering IC for agility, productivity and impact

The Melcrum Summit is about connecting communicators, and so far the conference is doing just that…from sharing best practice, latest insights and trends that will guide what we do as communicators to be competitive within a changing workforce; to networking with fellow communicators in and outside of the conference.

Interestingly, as South Africans, we easily think we’re ‘behind’, that we need to ‘catch up’ with what our colleagues across the shores are doing. Fact is our challenges and focus areas are the same – makes sense in this globally connected world.

I attended the pre-conference worskshop which focused on a diagnostic tool that measures the importance and performance of IC in an organisation. Melcrum has developed this powerful tool which provides communicators and senior leaders with a ‘health check’ on comms and where areas for improvement lie.

The workshop then went onto looking at measurement and comms audits. Having done a number of comms audits in the past, I’m pleased to report that our methedologies are on track. Integrated reporting is the next focus area though – fine to measure, but as a function communicators need to start reporting effectively to secure their place around the boardroom table. The ROI debate also continued in and outside of the room. Here’s an interesting debate to look at.

While I will be writing a series of articles focusing on some of the discussions, post the summit, here are some of the key themes that day 1 of the conference touched on:

The future workplace will see us focusing on communicating within a cloud culture where output and ideas are rewarded, where we’re catering for the global citizen and where a brand’s worth will depend on how it engages with the world – a 4P (people, planet, pleasure, profit) bottom line will be the norm.

The line between internal and external is blurring and it’s great to see this in action at GE, where we looked at an interesting case study that showed how employees created the strategic narrative and how this is echoed in the company’s external brand positioning.

We also discussed how to use data to shift from output to outcome, looked at strategic change and honest conversations with leadership and discussed how video should change to cater for the YouTube generation. Another interesting case study from Pfizer illustrated how IC’s role during change is to be a facilitator of change rather than just a messenger. Finally, a charismatic presentation by Benedikt Benenati highlighted that IC models should create a culture where people can connect horizontally not vertically; working, learning and changing together.

Follow me on Twitter for a live update from the conference.

Watch this space for more in-depth reports and insights during and following the conference.

From London
Ilona
icandiCQ – communication strategist