Tw o - d a y c o n n e c t e d f o r u m a n d w o r k s h o p s

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2 2 - 2 4 Fe b r u a r y 2 0 1 0 , R y d g e s M e l b o u r n e 22 January 2010
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Internal
Communication
Effectively communicating within your organisation
to drive strategy and boost business performance

Participate
in hands-on
discussions Hear from our expert
and interactive Hear case studies
activities from practitioners panel of speakers:
working within AUSTRAC
Australian public
and private sector Ericsson
organisations
AMP
Royal Australian Air Force
Integrated Group Limited
Post-forum workshops: Wednesday, 24th February 2010 Division of Housing & Community Building,
Workshop A: What’s the point? Writing in the digital age
Department of Human Services
Facilitated by: Kate Raulings, Communications Specialist, KJ Raulings
Anecdote
Workshop B: The power of stories
Facilitated by: Rachael Edginton, Founder and Managing Director, IABC Victoria Chapter
PLUM Communication
Deakin University
Department of Education, Employment and
Workplace Relations

Supported by: Sinclair Knight Merz

Department of Defence NAVY
Telstra
Australian Red Cross Blood Service
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 Internal Communication
Effectively communicating within your organisation to drive
strategy and boost business performance

Today the internal communication function focuses primarily on developing Ark Group’s internal communication forum will integrate practical case
calculated strategies and gaining the necessary buy-in to infuse studies, interactive sessions and workshops to provide you with insights on
communication initiatives into the entire organisation. how to:

It is crucial to demonstrate how internal communication supports the
delivery of business objectives, so communicators can add value through
their work as change catalysts and effectively deliver messages via a range
of communication tools, techniques and channels.
Once recognition is in place, internal communicators can improve the
communication framework by focusing on obstacles such as measurement
and delivering tangible results, engaging stakeholders, using new media
and collaborative tools to enhance communication receptiveness and
effectively communicating internally during times of transition.
ƒƒ Measure the effectiveness of internal communication and enhance value
perceptions
ƒƒ Collaborate with management to develop an integrated approach to
internal communication
ƒƒ Effectively communicate across broad and dispersed workforces
ƒƒ Utilise tools and techniques such as social media, intranets and
communities of practice
ƒƒ Elevate the status of internal communication within your organisation
ƒƒ Develop communication initiatives for difficult economic times and
transitional periods

Who should attend?

Communication, HR and Marketing professionals working in:

ƒƒ Internal Communication ƒƒ E
mployee Communication/Staff ƒƒ Public Relations
ƒƒ Corporate Communication Communication ƒƒ Learning and Development
ƒƒ Change Management ƒƒ Organisational Development
ƒƒ Human Resources ƒƒ Corporate Affairs

Also Team Leaders looking to develop better intra-team and inter-team communication.

P o s t - f o r u m w o r k s h o p s : We d n e s d a y, 2 4 F e b r u a r y 2 0 1 0

Workshop A: What’s the point? Writing in the digital age Workshop B: The power of stories

Registration: 9.00 am Registration: 1.00 pm

Workshop starts: 9.30 am Workshop starts: 1.30 pm
Workshop ends: 12.30 pm Workshop ends: 4.30 pm

Facilitated by: Kate Raulings, Communications Specialist, Facilitated by: Rachael Edginton, Founder and Managing
KJ Raulings Director, PLUM Communication

About the workshop: About the workshop:

Being concise, being clear and connecting with your intended Rachael Edginton, award winning journalist and passionate
audience is essential to your success as a communicator. With storyteller, will present an in-depth workshop on the spellbinding
the rise in electronic forms of communication and social media power of “once upon a time”.
tools, writing and writing well has never been so critical.

In this workshop we will cover:
ƒƒ Tailoring messages to your chosen print or electronic medium
ƒƒ Selecting the appropriate style and tone for your audience
ƒƒ A refreshing look at some language basics
ƒƒ Ethical considerations in message delivery
ƒƒ Approval and sign off of content
ƒƒ Evaluating your success
As communicators, we can all spin a good yarn. But when does a story become
a science? And how can planned storytelling be used to break down barriers and
engage employees, stakeholders and the community?
This interactive and practical workshop will take attendees through the science of
planning strategic stories and story boards, to the art of producing and mingling
stories into verbal and non-verbal organisational communication.

About your workshop leader:
Kate has over 10 years experience in employee engagement and internal
communication. She has managed communication for a variety of corporations,
government bodies and not for profit organisations. Before starting her own
communication consultancy, Kate was the Group Communications Manager for
Exego Group, which includes Repco amongst several other businesses. There,
Kate was responsible for implementing the first employee communication
strategy to engage people with the new company’s strategic direction. Kate has
a Bachelor of Arts degree in psychology, linguistics and anthropology where she
focused on the impact that culture and language has on behaviour.
. organisational goals, and delivering measurable, integrated communication
This workshop will examine case studies of effective storytelling and discuss how
storytelling can be incorporated into your current communication activity.
About your workshop leader:
Rachael’s experience as a corporate affairs professional spans 20 years, and
has included senior management and consulting roles with Cadbury Schweppes,
Mercer, ANZ and the Victorian Department of Sustainability and Environment.
After a successful start in media as an award winning journalist, Rachael went on
to build an outstanding career as a corporate communication practitioner.
Her particular field of expertise is linking corporate communication activity to
programs that draw from the full mix of the communication spectrum. In 2006
Rachael founded PLUM Communication, a national consultancy that provides
communication strategy, planning and resources for major projects.
 DAY ONE – Monday, 22 February 2010 DAY TWO – Tuesday, 23 February 2010
8.30 Registration and refreshments
9.00 Chairperson’s opening remarks
Rachael Edginton, Founder and Managing Director, PLUM Communication;
Board Member, IABC Victoria Chapter
9.15 Introductory ice breaker session
To kick off proceedings, Rachael will lead an interactive session to
ensure that networking opportunities are maximised for all attendees.
Rachael will take a moment to refresh your networking skills, and show
how to better practice the art of making long lasting friends in the industry.
Rachael Edginton, Founder and Managing Director, PLUM Communication; Board
Member, IABC Victoria Chapter
Strategy and measurement
10.00 Implementing internal communication around corporate strategy
and values
ƒƒ Communication leadership: ideas and methods that go beyond the norm
ƒƒ Using the corporate strategy opportunity to engage employees
ƒƒ Building executive sponsorship for internal communication
Elena Callipari, Senior Communications, Division of Housing & Community
Building, Department of Human Services
10.45 Morning refreshments and networking
11.15 Measuring the effectiveness of internal communication 10.45 Morning refreshments and networking
ƒƒ Generating realistic KPIs
ƒƒ Understanding which areas to focus upon to demonstrate ROI
ƒƒ Gaining relevant feedback that generates tangible results
ƒƒ Measuring the intangibles
Irena Bukhshtaber, Senior Communications Consultant, Sinclair Knight Merz
Engaging the organisation
12.00 Interactive session: Getting senior management on board
Obtaining buy-in is a big issue, especially as many senior managers
are not aware of how to make internal communication work.
Gain a range of insights from your peers on their experiences
with getting key decision makers on board to support internal
communication initiatives. Topics for discussion include:
ƒƒ Training middle managers to filter the message down
ƒƒ Effectively selling ideas to management
ƒƒ Ensuring relevant support structures are in place
Facilitated by: Sonia Aplin, Internal Communications Manager, Ericsson
12.45 Networking lunch
1.45 Understanding the impact of internal communication on
employee engagement
ƒƒ Realising the effect on the organisation’s brand: internal and external
ƒƒ Appreciating how communication can help the business achieve its goals
ƒƒ Understanding the direct relationship between effective strategic
communication planning and stakeholder engagement
ƒƒ Knowing how to evaluate and measure the role of internal communication
Wing Commander Jo Elkington, Staff Officer Organisational Development and
Communication, Royal Australian Air Force
2.30 Bringing your strategy to life using the natural power of stories
This session will reflect on projects undertaken by Shawn Callahan for an
engineering firm and a large government agency
ƒƒ How to convey what your strategy really means in a way that will stick by
crafting and telling strategic stories
ƒƒ The participatory process of creating strategic stories - more than just
finding a story and telling it
ƒƒ The role that communities of practice play in building and sharing strategic
Shawn Callahan, Founding Director, Anecdote
3.15 Afternoon refreshments and networking
3.45 Managing communication across broad audiences – using internal
communication to drive external communication
ƒƒ Reaching geographically dispersed staff
ƒƒ Getting timely and relevant information to a wide range of employees
ƒƒ Keeping messages consistent and communicating often
Kate Telfer, National Marketing & Communications Manager, Integrated Group
Limited
4.30 Feeding the chain of command
Sonia will present a special project case study – where she produced a DVD
for foreign government audiences that showcased Australia’s vocational
education and training system.
ƒƒ Developing internal stakeholder support for your project
ƒƒ Mitigating the risks of your project being cancelled before it’s completed
ƒƒ Navigating the internal approval process across 26 international offices
ƒƒ Ensuring your reputation as a communication guru withstands scrutiny
Sonia van den Berg, Project Manager, Department of Education, Employment and
Workplace Relations
5.15 Chairperson’s closing remarks and end of day one 5.20 Chairperson’s closing remarks and end of connected forum
8.30 Registration and refreshments
9.00 Chairperson’s opening remarks
Jennifer Frahm, Principal, Jennifer Frahm Collaborations; Board Member,
IABC Victoria Chapter
Tools, techniques and new media
9.15 Becoming a tech-savvy communication practitioner
ƒƒ Solving internal communication issues using online toolsets
ƒƒ Integrating online with more traditional communication channels
ƒƒ How do online tools change the way we message?
ƒƒ Avoiding technology overload: how to evaluate and prescribe the right
online tools for your organisation
ƒƒ How to get yourself ahead of the curve to become a tech-savvy practitioner
James Williams, Communication Manager, AMP
10.00 Fostering effective collaboration using social media
ƒƒ Developing social media strategy within the enterprise
ƒƒ Getting the most benefit out of social media tools
ƒƒ The role of communities of practice
ƒƒ Creating the right environment for collaboration
ƒƒ Measuring collaboration effectiveness
Rebecca Deering, BT Communications Advisor, Suncorp
11.15 Interactive session: Blogging, podcasting and social media:
giving communicators a Second Life
ƒƒ Are blogging and podcasting limited only to external audiences?
ƒƒ Are some new communication tools just a fad?
ƒƒ How and why you should become your organisation’s own media mogul
Ross Monaghan, Lecturer, School of Communication & Creative Arts, Deakin
University; Co-founder, themediapod.net
12.15 Intranets and collaborative tools
ƒƒ Putting Web 2.0 into practice
ƒƒ The intranet: a thing of the past or the way forward?
ƒƒ Persuading management to have confidence about the use of new media
ƒƒ Treating intranets as a useful tool, not just a data warehouse
Lieutenant Commander Priya Chandra, Social Media Advisor, Navy Web Services,
Department of Defence, NAVY
1.00 Networking lunch
Elevating the status of internal communication
1.50 Enhancing the profile of communicators within the organisation
ƒƒ Getting a seat at the boardroom table
ƒƒ Showing how internal communication helps to deliver on business
objectives
ƒƒ Using measurement techniques to demonstrate true value
ƒƒ Calculating ROI and demonstrating the results
Kim Hargest, Senior Manager Corporate Communications, the Australian
Transaction Reports and Analysis Centre (AUSTRAC)
Leadership and change management
2.35 Implementing useful communication strategies when resources are
scarce
ƒƒ Communication on a shoestring: making efficient use of reduced budgets
ƒƒ Being innovative: using time, team and resources effectively
ƒƒ Applying tools and techniques that are right for the organisation
ƒƒ Helping the organisation to deal with cultural and behavioural changes
Matt Callander, Internal Communications Manager; Jill Roche, Senior Advisor,
Internal Communications, Australian Red Cross Blood Service
3.20 Afternoon refreshments and networking
3.50 Leadership engagement: introducing a new CEO to the world
ƒƒ Realising the importance of strong decision makers and their impact on an
organisation’s communication culture
ƒƒ The importance of developing communication amongst senior leaders
ƒƒ Identifying the need for face to face communication with senior leaders
ƒƒ Putting Web 2.0 into practice
ƒƒ Treating intranets as a senior leadership engagement tool
Anthia Galanis, Lead Telstra Corporate Communication, Telstra
4.35 Collaborative discussion/wrap-up
This session will address issues and topics submitted by the forum
participants. The facilitator will welcome delegates to highlight and
share any lessons learned and discuss points of interest raised during
the forum. Participants are asked to submit questions and discussion points
for this session during the afternoon networking break on day two.
Jennifer Frahm, Principal, Jennifer Frahm Collaborations; Board Member,
IABC Victoria Chapter
5 ways to boo k yo u r p l ace AT this e v ent A G -W E B
Phone: +61 1300 550 662 Fax: +61 1300 550 663 Email: aga@arkgroupasia.com
+61 (02) 8913 4000 +61 (02) 8913 4099 Web: www.arkgroupaustralia.com.au
Post: Send the completed registration form to Ark Group Australia Pty Ltd, Main level, 83 Walker Street, North Sydney, NSW 2060

Internal Communication
22 - 24 February 2010, Rydges Melbourne

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