The Orange Chair Online

Peter Gruber on sharing stories to engage and communicate effectively

Here’s a great interview on storytelling with one of the masters, Peter Gruber, chairman of the Mandalay Entertainment Group.

 

Gruber maintains that we are all wired to tell stories.

 

Language is an organizing principle for human cultures and allows us to communicate values. We are not wired to remember information; only when it is embedded in story does it become memorable and actionable.

 

According to Gruber every great leaders is a storyteller, and it’s the stories leaders tell that move our hearts and excite people to action. Story makes people apostles and moves them to tell others. He reminds us that when if we tell people to move to the door – they don’t, but if we yell ‘fire’ - which is in essence a story – they run for the door.

 

Gruber talks about control and the viral nature of story, suggesting that control is in fact illusionary. He suggests that through story we provide the navigational stakes and the emotional connection and let others take and retell our stories.

 

Here is the link.

Feathers are soft; communication is a hard core management skill

 

Recently I came across Ten Tips on how to help your employees manage change in uncertain times from Towers Perrin. It’s good sensible advice like, have a strategy for uncertain times and communicate your strategy effectively. And, help employees understand the context they function within, let them know they area valued and give them an opportunity to air concerns. Have a look at them – I’m sure you will find them useful.

 

What intrigued me was the fact that the majority of the tips are communication related. We know that organizations that practice effective internal communication financially outperform those that don’t; up to 29.5% increase in market value and 50% higher shareholder returns. Impressive!

 

I don’t know why people call communication a ‘soft’ skill. Soft suggests something lightweight – like feathers. And feathers have a horrible habit of flying all over the place and being difficult to catch. I like to believe that we can be more targeted and deliberate with our communications. My business partner refers to communication as a fundamental management skill - a far more appropriate term, don’t you think?

 

Why people and engagement matter

This video was first produced in 2007. I came across it in my files and was reminded of why I feel so strongly about what I do, and the importance of engaging employees in the organizational journey. I hope you enjoy it.

Facilitate ldeader communications for engaged employees

Imagine every manager in your organization fully understanding the communication role they play within the organization? And now imagine those managers with all the necessary tools and process at hand to be highly effective communicators?

My friend and client, Susan, who heads up internal communication for a financial institution, is doing just that and creating communication leaders within her company.

Susan has documented all the communication processes from the point of view of the manager. In addition she has developed a series of simple tools to help leaders take control of those processes in their areas. She is sharing this material in management meetings throughout the organization, and empowering managers to take control of the communication process.

Twenty years ago communicators produced the goods. Today we facilitate the discussion and it’s an exciting place to be.

Saying thank you still the best way to engage

I am in the process of developing a Webinar on leadership communications. There are a number of cool things about the technology, such as being able to hold random polls at any point during the presentation, share multiple documents, work on a whiteboard as a group and surf the web. But my favourite is the thumbs up button. How wonderful to be able to give on the spot praise, something we are short on in our culture. We spend vast fortunes on reward and recognition programs when the most effective and well received strategy is to say “well done” right there and then. Cost to the organization: $0, payback: priceless!

Engage employees by being present in your communications

Great excitement yesterday in our home. My 16 year old, a keen student of the social sciences, went off to the Provincial Legislature to observe democracy in action. She said it was hilarious. “Why?” I asked. “Were the members of the house at one another’s throats.”

Apparently not; one was having a nap, most were busy on their Blackberries – though many were just playing games. My daughter was somewhat indignant – not because of her concern for tax dollar misuse - but rather because the person who was speaking did not have the attention of the house. And she is quite right to be outraged. When we do not pay attention to humans we dismiss them – which may well have been the intent at yesterday’s session.

  I remember once sitting with a senior leadership team and one of the leaders was working away on his Blackberry while the CEO was speaking. Apparently he does this with his own staff. The engagement scores within his group are abysmal.

Technology is wonderful it allows us to connect in many more and exciting ways. But we should remember to present in all our connections. If we try and be everywhere at once, we end up being nowhere and sending the message that we do not care. 

Employee engagement and marketing - closely connected

There is quite a bit of buzz out there about a recent session entitled "Storyteller Marketing - How the Art of Storytelling Matches Up With the Business of Marketing". The session was moderated by Rebecca Lieb, Contributing Editor of ClickZ. Speakers included Gary Stein, Director of Strategy, Ammo Marketing , Sally Falkow, President, Expansion Plus Inc.  and Larry Lawfer, Founder/President, yourstorys.com: .

Charlene Jaszewski does a great job of summarizing what was said. Check out her blog.

In her blog Charlene cites Larry Fowler who defines engagement marketing as "when your DATE says you are a good date", as opposed ot PR "Your mom says you had a good date."

I'm not a marketer. I use stories to engage and align employees. But what could be more powerful for employees to fully understand the impact they make - then the stories of their customers. Employees are the people who live brand every day - if your organization wants employees to be a "great date" then connect them to the stories of the customers. 

Storytelling - an engaging corporate strategy for large and small

My friend Sherri, who works for a Credit Union in Eastern Canada, uses story. Every week Sherri sends out a much loved email/story that reinforces core behaviors the organization is seeking to develop. Sherri is a one person communication shop and her time is her budget.

Coca Cola, EDS and the Wynn Hotel group all use storytelling. These organizations have implemented corporate-wide initiatives that reach tens of thousands of people. They use story to engage and align employees to the corporate journey so that they understand, not only what the corporate goals and objectives are, but also their role in meeting those objectives. Like Sherri’s much smaller initiative these programs illustrate the kinds of behaviors that employees must adopt to live the organizational values. The programs these organizations have adopted are integrated into their very fabric. Wynn for example uses story in hiring, training, to reward and for marketing.

Sherri and the high paid execs at Wynn understand that story works. Where facts and figures might alienate or bore us, stories are real and memorable. In a world of information overload they are a quick means of illustrating the complex and immediately helping employees understand how they contribute and indeed what is expected of them.

Take this story from Wynn for example. It’s about an employee who helped an elderly guest recover important medication left in a cab. The employee painstakingly reviewed video footage of the guest’s arrival and identified the cab license plate in the rear view mirror of the car in front. For fellow employees stories like these are not only good for morale, but they also illustrate goals and objectives in action and how they translate into behaviors.

I’d like to hear about your employee stories in action and post them on this site.

The skills we need from internal communications and engagement employees

In my first job in corporate communications the department was filled with crusty ex-journalist types. They were the most wonderful men (yes - all of them were male) - each a unique character with amazing stories to tell.

But let's get one thing straight. They were not communicators - they were writers. The copy they produced was excellent. But good copy alone does not a communicator make - particularly in internal communications.

A recent article from Ragan talks for the value of hiring journalism graduates in corporate communications. Maybe - if you are hiring for writing ability and someone who understands a variety of different social media. But you better make sure that person is able to develop other skills.

Internal communications is about a great deal more. Key to effective internal communications is the understanding that this is a strategic endeavor focused on facilitating discussions throughout the organization with the goal of performance improvement.

Please don't get me wrong. A good newsletter is worth its weight in gold. But it is one of many tools and skills that we as communicators bring to the table.

I'd be interested in your views on what's critical in the internal communications skill and tool box.

Internactive communications helps employees understand relevance

This week I have been working on proposals. If you are a consultant proposals are very much a part of your life. The job of a proposal is to persuade. And a proposal persuades not by selling what you have to offer, but by providing a solution for the purchaser – there is a difference.

It’s not unlike the difference between top down and interactive communication. Top down communication tells people what to think, is if often general in nature, and as such may not create relevance for employees. Interactive communication, while more time consuming, suggests a dialogue which provides an opportunity to show personal relevance for the employee. 

The corporate communications folk clearly can’t enter into discussions with every employee, but they can facilitate the debate between managers and employees. If managers can help employees understand goals and objectives and their personal contributions, your organization will be in the pound seats. Like a good proposal, interactive communication talks directly to individual needs and offers a solution – in this case how the employee can support goals and objectives more directly and be part of something bigger.