CXO

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• Strategy/plan

• Executive’s direct reports’ alignment -

drumbeat

• Connections with other key

communications managers

• Walking deck

• Visual identity

• Communications templates

• Organization portal

• Build awareness and image of

organization

• Collateral (posters, digital signage)

• Social networking strategy

• Communications governance

• Communications measurement

• Engage with Corp. Comm and

Employee Comms teams

Organizational

Communication

• Strategy/plan

• Leader voice and identity

• Align with executive staff and company

messages

• Speech content/prep. (storyboards,

PPT, prep. docs)

• Story development

• Writing

• Video scripts, filming

• Public Relations

• Account sponsor mgmt.

• Manage executive communications

requests

• Comms measurement/YE summary

• Social networking engagement

• Engage with executive’s peers’

communications managers

• Strategic memos

Executive Communication

• Strategy/plan

• Speech content/prep.

• Writing

• Manage requests

• Communications measurement

• Social networking engagement

• Engage with executive communications

manager/s

• Align with executive and broader

organizational messages

• Avoid rogue communications activities

• Align with executive’s organizational

rhythms

• Reinforce importance of key

communications vehicles such as

organizational All Hands events

Leadership Team

Communication

Bold = Possibly managed or supplemented by a vendor

What and how you should plan for important

communications.

Tips to execute speeches, emails, social posts and videos.

Why measurement matters and how to demonstrate ROI.

(Executive Name) Goals

Include specific goals the executive has related to their communications. (Ex. Improve speech scores, work on presentation style elements, etc.)

Communications Objectives

What are you trying to accomplish? Examples: • Educate and engage employees around organizational strategy to ensure they understand and align their contributions with business priorities. • Use executive’s voice for positive impact and to drive internal behavioral change across the organization

• Foster a sense of community and pride amongst employees. • Leverage communications to drive focus on (insert organizational strategy). • Support and help drive clarity and positive change related to organizational changes.

• Leverage executive’s voice to impact and influence key audiences such as other corp. teams, customers, business partners and employees.

Executive Communication Principles

Examples: • Direct, transparent, consistent, predictable (drumbeat) and not duplicative. • Aligned to company strategy and organizational goals. Represents a broader business perspective/leader voice. • Deliberate: at the right altitude and exudes appropriate tone for each audience and topic. • Relevant to employees, anticipating questions and providing context for audiences.

Organizational Communication Principles

• Consistent, predictable, concise and interactive. • Aligned to executive communications and company or group strategy. • Relevant to employees and appropriate for targeted audiences. • Appropriate tone and quality – focused on driving transformation and broader levels of inclusion.

From To

Executive communications plan

Executive voice and messaging

Business

• Company strategy/vision

• Organization’s vision

• Organization’s strategy

• Organization’s story

(walking deck)

Leadership

• People & culture

• Leadership principles

Business

• Company strategy/vision

• Organization’s

vision/strategy

• Organization’s story

(walking deck)

People

• Organization’s culture

List of leadership team

members with specific topics

they cover to the broader

organization

Audience # of Employees Channels/Tactics Purpose/Content Measurement

Organization

Leadership Team

• X FTEs • LT quarterly off sites

• Specialized Training

• Reinforce leadership behaviors

• Drive company and organizational alignment

• Accelerate transformation

• Messaging pull through during LT

All Hands

• Annual Poll scores

• Alignment of ROB

Senior Leader

Community

• X FTEs • In person event/s

• Virtual events + email recap

• Mentoring sessions

• Strategy papers

• Connections during travel

• Executive emails

• Organization transformation updates

• Build and grow leadership capabilities

• Foster community to accelerate transformation

• Drive business impact

• Reinforce leadership behaviors

• Annual Poll scores

• # of participants

• Post-event surveys

• Anecdotal feedback

• Mentoring participation

• Strategy paper participation

Broader

Organization

• X FTE’s • Quarterly Global All Hands + email recap

• Strategic emails

• Other organizational All Hands

• Portal (Includes Social element)

• Podcasts

• MES Roundtables (Redmond)

• Organizational All Hands

• Organization transformation updates

• State of the business

• Strategy, priorities, successes

• Cascade key messages

• Share corporate and field experiences

• People updates

• Awards & recognition celebrations

• Event surveys and/or anecdotal

feedback

• Viewership numbers

• Annual Poll scores

• Yammer polls

• Focus group through organizational

health team

12

Create multiple versions if needed such as: Internal audiences, executive audiences, external audiences.

Topic Status Leader Commitment Notes from plan review with executive.

Content Preparation Consider how we augment in next period to

allow for more creativity, better transitions and

time to get comfortable with talk track.

Agree to continue current content

review schedule + any incremental

content reviews.

LT All Hands

Participation

Need to confirm executive desires to participate

in 1/year for each LT member.

30 minutes to prep.

60 minutes to present/attend

Social Continue YamJams (2/year)

Executive postings after site visits (1/visit)

Include yammer in Global All Hands

30 minutes per YamJam

15 minutes to review/edit posts

Executive Request

Process

Reinforce/continue Executive refer all communications

requests with any preference to

Executive Communications

Manager to help decide.

Itemize decisions to be made, topics to be discussed or propose new ideas.

Speaker Positioning:

Goals:

Story Focus:

Primary Audience Focus:

Secondary Audience Focus:

GEO Focus:

Considerations:

Request Lead Time:

Type of Request Lead Time Process

Send Email 1 month Send email to moniquev with: Topic of email, date requested to be sent, why executive’s voice, intended

audience, will a draft be provided and when.

Tier 2 or 3 Speech (Internal All Hands, Roundtables, etc.) 6 weeks Complete SMSG internal meeting template and send to moniquev.

Video/Podcast 1 month Complete video request briefing document and submit to moniquev.

Tier 1 Speech (250+ attendees, external speeches.) 3 months Complete page 1 of the SMSG Events Template and send to moniquev.

Quote (Company/partner press release, brochures, etc.) 2 weeks Send email to moniquev with: Topic of quote, date requested to be used, why executive’s voice, intended

audience, draft of quote and communication.

Proactive Press Interview (Reactive is situational) 2-3 weeks Complete SMSG press/media template and send to moniquev.

Signature (In surveys, letters, etc.) 1 month Send email to moniquev with: Topic of communication, date requested to be sent, why executive’s voice,

intended audience, sample of communication.

Useful for PR efforts and to make decisions on requests for executive’s time.

Type of Request Lead Time Process Time Commitment for Executive

Send Email 1 month Lead time varies by communication.

Up to 30 minute review of email to provide feedback.

Some emails require a 30 minute brainstorm.

Tier 2 or 3 Speech

(Internal All Hands, Roundtables, etc.)

6 weeks 1 hour total

2 weeks out: 30 minute sync to review speech brief, content, etc.

1 week out: Final content sent to executive – 30 minute review of content on their own.

Additional prep. may be needed for speeches requiring full deck.

60 minutes to present/attend

Video/Podcast 1 month 2 hours total

2 weeks out: 30 minute sync to review video brief.

1 week out: Final content sent to executive – 30 minute review of content on their own.

30-60 minutes to film

Tier 1 Speech

(250+ attendees, external speeches)

3 months 4 hours total

Beginning 4 weeks out: 30 minute sync each week

2 hours on script/notes 1-2 days prior to speech

Quote

(Company/partner press release,

brochures, etc.)

2 weeks 15 minutes to review/edit

Proactive press interview (Reactive is

situational)

2-3 weeks 1 hour total

30 minute prep. with PR team and 30 minute prep. alone

Signature (In surveys, letters, etc.) 1 month ½ hour to review

Communication

Deliverable

Details Recommended Prep. for Executive

Emails Take previous year (or period) plus anticipated emails for next year

(or period)

Total Estimated Hours: X hours

Strategic comms: 1 hour total for each (30 min. brainstorm, 30 min. review)

Other comms: ½ hour for each (review/edit only)

All Hands Global All Hands (4/year)

Other All Hands (By leadership team member)

Other internal All Hands

Total Estimated Hours: X hours

Global All Hands: 4 hours each (4 X 30 min. reviews + 2 hours on notes)

LT + Other All Hands: 1 hour each (30 min. review + 30 min. prep. alone)

Leadership Audience

Speeches

In person: Treat like Global All Hands

Quarterly Virtual Events:

Total Estimated Hours: X hours

In person: 3 hours (4 X 30 min. reviews + 1 hour on notes)

Virtual: 1.5 hours ea. (2 X 30 min. reviews + 30 min. on notes)

Other Tier 2-3 Internal

Speeches, Videos

Estimate 1 per quarter Total Estimated Hours: 4 hours

1 hour each (4 X 30 min. review + 30 min. prep. alone)

Total Estimate: X Hours

Leader Platform/MessageCommunications Style and

Preferences

Key Audiences

and Events

Availability

Executive Speaker #1

Areas (e.g., products,

sales, technologies,

human resources) where

executive speaker has

expertise

What is executive’s

communication style?

What are his/her preferences

(e.g., small groups, formal

presentations, etc.)

Stakeholder group(s) this

executive is best suited

to address

When and where is

executive available to

speak?

Executive Speaker #2

Executive Speaker #3

Executive Speaker #4

Sponsor Item Primary Support

Business Related

Community Related (Ex. Org. audiences, Specific groups)

Company Related

Populate to clarify roles, identify overlap and seek opportunities for the leadership team to engage.

Executive Internal Meeting Backgrounder Instructions

PLEASE READ!

Guidance: Please do not exceed 2 pages when completing this backgrounder.

Meeting Title: Title should clearly describe internal meeting, e.g. All Hands Meeting.

Meeting Details: Insert meeting date, time, location, etc.

Meeting Plan: As you are filling out the Meeting Plan, please be brief and concise with clear objectives for the meeting, executive’s

role, and any concerns or topics that might be raised for the executive to be aware of.

Meeting Objectives: What are the specific goals of the meeting and why are we trying to accomplish them? Please include top 1-3

meeting objectives with supporting details that you want the executive to achieve in the meeting.

Executives Role in Meeting: What specifically will be the executive’s role in this meeting? What should the executive say? Include key

messages you want the executive to land with the internal audience.

Meeting Attendees:

Add names to the table for all meeting attendees, brief bio and any personal history with executive. For groups of 10 or more

individuals, please include group overview instead of individual.

Insert Name of Internal Meeting

Click here to enter a date Meeting Owner: Meeting Owners Name

<hh:mm> - <hh:mm> Contact Info: Meeting Owners Email; Phone Number

Location Name

Street Address, City, State

Phone Number

Dress Code: Click here to select dress code

Meeting Plan

Sequence of Events

Time Agenda

<9:00> - <9:05> GM sets context and introduces <Executive> to meeting attendees

<9:05> - <9:10> <Executive> makes opening remarks

<9:10> - <10:00> Q&A moderated by GM or other moderator

Meeting objectives

1. <Objective 1>

2. <Objective 2>

Executive’s role in the meeting:

<enter text here>

<enter text here>

Likely questions to be raised to the Executive:

<enter text here>

<enter text here>

Names of (Your Company) Attendees

<Video Shoot Location> <Date>

<Time>

<Name of Event>

Business Owner: [Employee requesting the video]

Dress Code for Recording: [Business formal, Business casual]

Event(s) where the video will be shown:

[Date] – [Event name]

[Date] – [Event name]

The Audience

This section should describe the audience that will see the video.

(In paragraph form, the questions are just here as a guideline):

How many people will be watching?

What is the audience profile? (Internal, customers, partners, etc.)

What is their perception of your company? (positive/negative, etc.)

Will press or analysts be in the audience? If so, who?

Other Videos/Executives

Will other videos be shown at this event?

Will other executives (Your company or external) be shown in this or other videos shown at the event? If so, will they be

in business casual or business formal attire?

End Deliverable

Format (Tape and/or .WMV):

Deadline:

Where to send (if tape):

IO or cost center*:

Is this a standalone piece or do you have a larger video this needs to fit into (and if so, who are you working with on

complete video)?

* Insert details about estimated costs if applicable.

OBJECTIVE(S): [Welcome attendees to the event, reinforce Company’s commitment to partnership, etc.]

TONE: [Congratulatory, welcoming, aspiring, motivational, determined, etc.]

VIDEO SCRIPT:

[Use this space for the video script. Length of 175-210 words is ideal. Do not exceed 225 words.]

Audience Target Outcomes Story Elements MIN

Who will be in

audience:

• TBD

Overall Objective:

What are you trying to accomplish

We want people who hear this presentation to:

THINK:

• TBD

• TBD

FEEL:

• TBD

DO:

• TBD

1 INTRODUCTION: How will you open?

• Personal Story

• Business Story

• Surprising Data

• Video

X

2 1st Main Message

• TBD

X

3 2nd Main Message

• TBD

X

4 3rd Main Message

• TBD

X

5 CLOSE

• TBD

X

Total: X minutes

Title of Presentation (Speaker Name)

Text Text

Text Text

Text Text

Text Text

Text Text

Text Text

Text Text

Text Text

Text Text

Source: Wikipedia

Measure

• Demonstrate value.

• Move beyond the data to insights.

Be yourself and prepare.

Recipe for Success…