They say that
values are important because they drive behaviour and
the right business-focused behaviours will have an impact
on the bottom line. So, how do internal communicators
promote and reinforce the organisation’s values,
and importantly, what evidence should they have for
doing so?
A values matrix
When preparing your next communications plan, consider
adding a simple values matrix to each of your campaigns
or programmes. An example might be the employee magazine
or newsletter. Take the page plan for each issue and
add a column for corporate values. For each article,
indicate which corporate values are being emphasised
or illustrated. This not only helps to ensure that corporate
values are active in the publication but also makes
you aware of whether you are covering all or just some
in each issue.
Part of your agenda
The values matrix is a useful checklist when briefing
writers for news, features or for communication projects
such as implementing ICE. It can also be applied to
the intranet. Rather than allow the values to fester
in an intranet cul de sac next to ‘policies’,
create links from specific values to articles and features
which report company successes and best practice.
Over the course of a year, this practice will influence
your agenda and ensure that internal communications
are supporting the vision illustrating the values in
terms of positive behaviours.
Evidence
When budgets are tight, the employee magazine or newsletter
can often come under threat. It can help your case if
you can provide evidence for how, in addition to its
important role in keeping employees connected, the company
magazine is actively driving the corporate values and
illustrating the behaviours which help determine business
success. You also have the matrix sheets to prove it!
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