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2 Creating Compelling Internal Communications John Churchill, Internal Communications Manager Boy Scouts of America National Council October 4, 2011

3 Creating Compelling Internal Communications John Churchill, Internal Communications Manager Boy Scouts of America National Council October 4, 2011

Internal Communications The days of one-way, top-down communications are OVER … 4

Internal Communications To be effective, internal communications must be a dialog that moves in all directions—up, down, and sideways. 5 Internal Communications

What is internal communications? National Council: Communications from the national office to all employees at the national and local council levels, using a variety of media. Does not include volunteers (currently). Local Councils: Communications to employees, volunteers, Scouts, parents, donors, and supporters using a variety of media. 6

Why is this important? Effective internal communications will help your audience understand your group’s mission, goals, values, and procedures. Advantages and Benefits:  Encourage a sense of identification with the goals, mission, and procedures of the organization.  Can reduce uncertainty and conflict, which is generated by varying ideas on what is important to the group.  Help staff, volunteers, and other constituents feel like they are part of the organization. 7

Characteristics of good internal communications Good internal communications …  Are concise. (“5 W’s and an H:” Who, what, where, when, why, how.)  Are tied into an organization’s goals.  Use a variety of media.  Have links to more information when necessary.  Are consistent.  Support your organization’s brand. 8

Effective Tools Communicate with your audience in the ways they like to be communicated with … Including:  Newsletters (both print and electronic)  Websites  Social media: Facebook, Twitter, YouTube, blogs  Texts  Webinars, podcasts, etc.  It doesn’t have to be perfect … just do it, then adjust later. 9

Scout Wire e-newsletter  Bi-weekly  Created using free Wordpress software  Resides online, but sent via  Users can subscribe, share articles via Facebook or other social media 10

Council Website  Simple, clean design  Access to other sites, additional information  Lets users get in, get out, and get on with their day … 11

Council Facebook Page  Frequent updates (but not too many!)  Lots of photos  Links to other council sites on the Internet: YouTube, Twitter, etc. 12

Council Twitter Page  Frequent updates (but not too many!)  Links to more information  Tip: Link your accounts, i.e.: when you post to Facebook, it also goes out as a Tweet at the same time  Consistent look and feel 13

Council YouTube Channel  Can easily embed these into council e-newsletters  Links to other sites  Consistent look and feel 14

Top 5 Things to Remember 1. Just do it … Doesn’t have to be perfect or pricy. Be brief, be consistent, be on your way. 2. Use the tools and methods your readers want. (Facebook is huge for a reason.) 3. Don’t reinvent the wheel … take advantage of the many free and low-cost tools already out there. 4. Look to your peers (or even the corporate world) for inspiration. 5. Have fun! A light-hearted tone will make your message more memorable and effective. 15

If Wayne can do it … 16

Questions… 17

Resources Marketing Toolbox: Marketing Hotline:

19 Thank You!