tim rutter, tata steel, the offline audience, #makinganimpact15

MAKING AN IMPACT

Presentation: The offline audience

Tim RutterTata Steel

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Tim Rutter +44 (0) 7850 990755 @timrutter

Communicating with an offline audience

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3CIPR Inside #makinganimpact

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CIPR Inside #makinganimpact

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Process control intranet page

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Be careful what you wish for

You might just get it


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Whether you BELIEVE you can do something,

or you BELIEVE you can’t . . .

. . . you’re probably right


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There is no such thing asINTERNAL COMMUNICATIONS


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“Content is king”


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How do we get enough content to

fill 12 pages every 10 working

days?


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There’s the stuff we can always rely on

• Director’s column

• Reverend’s column

• Community pages

• Industry News

• Puzzles & competitions


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And then we chase news around key topicsCIPR Inside #makinganimpact

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“Never let the truth get in the way

of a good story”


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Never let a good storyget in the way of a the truth


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But it’s not just what you say, it’s also about how you say it


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And it’s not just about how you say it,it’s also about

how it is presented


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Imitation is the sincerest form of flatteryCIPR Inside #makinganimpact

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Content, style, messaging and layout

is worth NOTHING

if no-one gets to see it


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It’s also about making it availableCIPR Inside #makinganimpact

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And the paper has covered it – warts and all

• Safety records

• New starters

• Investments

• Royal visits

• Customer wins

• Excellence

• Promotions

• Community support

• Amazing personal achievements

• Fatal accidents

• Job losses and closures

• Divestments

• Thefts

• Customer losses

• Strikes

• Customer wins and losses

• Environmental impacts

• Shocking behaviours

DownUp


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50% text / 50% image

Still developing

• Customer Focus campaign

• Europe-wide editorial call and calendar

• Shared content

• Style guide

• Message matrix

• Online / mobile

Working together


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Things we’ve learned

• Remember your audience

• It’s called a newspaper for a reason

• If it’s boring to you . . . Guess what?

• Design is not just an art, it’s a science

CapabilityContent


Design & Layout

A writer is someone for whom writing is more difficult than it is

for other people

Capability

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So, is it all worth it?


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Communications Survey:

Which of these sources do you prefer?Top 2

Hub newspaper 77%Weekly email update 25%Local Plant / Function Newsletter 19%Monthly team brief 25%Intranet 35%


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Communications Survey: Where do you learn most about what is happening in the company?

Top 2Local hub newspaper 33%Intranet 32%Face to face manager / supervisor meetings 44%Monthly team brief 13%Town Hall meetings 7%E-mail 26%E-Newsletters 4%Weekly Update 9%Posters / notice boards / billboards 3%Rumours / informal networks 33%


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Communications is critical to effect sustainable change

05/06 06/07 07/08 09/10 10/11 11/12 12/13 13/14 14/150.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0 Lost time Accidents per million man-hours worked


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And tomorrow, we’ll do it all over again!


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Thank you


tim rutter, tata steel, the offline audience, #makinganimpact15

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