how to make your it & pr teams work together to lead change

How to Make Your IT & PR Teams Work Together to Lead Change Raul Duany | Senior Vice President, Corporate Communications | @coolraul Jay Ferro | Chief Information Officer | @jayferro

#PowerOfPR

2 @coolraul | @jayferro | #PowerOf PR

Saving Lives From Cancer

US: 1.6M people will be diagnosed; 589K cancer-related deaths in 2015

Since 1991, cancer mortality has declined 22%

•  That’s more than 1.5 million cancer deaths averted

•  And nearly 500 lives saved from cancer – every day


American Cancer Society

Largest community-‐based voluntary health organiza<on in the world with 2.5 million

volunteers

Our mission is to eliminate cancer as a major public health problem and alleviate suffering from cancer

6,000 staff in 300+ US offices

6,000 communiBes around the globe, figh<ng all cancers

for all people


Overview

How do you prepare a 100-‐year-‐old organiza<on for success in a new century? SituaBon

Challenges

Operational design not equipped to address 21st century consumer preferences

Changing and competitive environment; Transformation

Moral imperative to increase effectiveness – and save more lives from cancer

Galvanizing support from staff and volunteers


Transformation

Then 12 separate Divisions, a National Assembly, National Home Office

Now

Disparate Division-based priorities

Redundant Division-based support functions

Distinct & differing operating models

1 legal entity

One program of work with consistent strategies nationwide

Consolidation of IT, HR, Comms..

One scalable, consistent operating model

Prioritize Timely engagement


Working with IT to tell Transformation Story

Use technology to enable transforma<on and drive staff and volunteer trust and support SoluBon

AcBon Steps

Focus on transparency

Define IT & PR staff partners

Deploy variety of communica<ons tools:

Targeted, project-‐ related comms

Performance reports

Na<onwide audits & surveys

Robust internal media channels


Continuing the Cooperation

AcBon Steps: Everything is connected

Once best practices and relationships are established, execute, measure and validate; then innovate all over again

New tools and tactics are helping the Society reach more people with lifesaving information about cancer

PESO*, Cancer.org redesign

Internal Comms tools: Intranet, Yammer, Lync,

Brand Toolkit

Webinars, Thought

Leadership

Engage. Inspire. Mobilize.


Society Talk


Key Takeaways radiationradiation

Palliative care sees the person beyond the cancer treatment. It gives the patient control. It brings trained specialists together with doctors and nurses in a team-based approach to manage pain and other symptoms, explain treatment options, and improve quality of life during serious illness. Palliative care is all about treating the patient as well as the disease. It’s a big shift in focus for health care delivery— and it works.

Support palliative care legislation (H.R. 1339, S. 641 & H.R. 1666). Bring quality of life and care together for the millions of families facing cancer.

radiationPlan to cooperate…or plan to fail

Understand attitudes and barriers around impending change

Build trust and credibility through transparency and frequent engagement

Think outside the box and off the shelf

Establish best practices… and make them better

#PowerOfPR

@coolraul | @jayferro | #PowerOfPR

Cancer.org | 800.227.2345

how to make your it & pr teams work together to lead change

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