There are four questions every IC leader should be asking themselves right now.
How much of what you’re doing right now as an IC leader is based on what you knew of your internal audiences from before the challenges of last year?
How well are those actions and programs meeting the needs of your internal audiences right now?
What do your internal audiences now need to know to be successful?
Do you know enough about your internal audiences to know?
And perhaps, more importantly, have you invested in your team’s ability to answer these questions?
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Because I love coffee (my time on the Global Communications team at Starbucks just made that love stronger), let me explain Time in IC Audience Authority in coffee terms – one quick shot (because your time is valuable) and one tall latte (if you have more time).
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As a coach, consultant and teacher, the past few weeks have been inspiring. Your feedback, support and interest have affirmed to me that IC Audience Authority is absolutely needed now for IC pros. I’ve fielded some questions, and I thought I’d share some fast answers with you.
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You likely already own the channels and communication pathways that meet audiences where they are at. Now let’s make sure change makers understand that exact point where a message meets your audience. This is where awareness starts, dialogue is sparked and where transformation happens.
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As you look back on the past year, think about how far you’ve come. Think about all that you’ve learned about the employees in your organization and what they need to know and do to move forward. Learning fast is one of your superpowers. I know this about you. I also know that this strength is not always common across an organization. Your brain is constantly taking in information. That’s just how you’re wired as an IC pro.
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Being the only communications pro in the room can feel a bit lonely at times. Working remotely hasn’t helped this feeling. But that doesn’t mean we’re alone. Now is perfect opportunity to remember the times when teams came together to overcome challenge and create solutions in 2020.
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Take a few minutes to think back to pre-Covid-19 times and the state of the workforce. Your organization has changed and so have the employees who power it. What they needed to know, do and understand before Covid-19 may be very different now.
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The quiet moments at the close of the year are perfect opportunities to notice, reflect on and recognize all that you've accomplished for your organizations and the internal audiences you serve. We don’t always do this. But it’s important. Let’s take the best part of what you’ve learned from the last year and use it to amplify your impact moving forward.
Our first reflection step is about taking time to notice employee stories. Why? The stories you framed in 2020 can help you picture 2021 success.
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You showed up with strength in 2020. Now, 2021 is your time to amplify your impact. Whether seeking an innovative path forward, eyeing new opportunity or rekindling your passion & belief in the power of IC, 2021 is your year.
Let's make it amazing together.
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I’d like to introduce you to AmplifyIC, the newest member of my GreenMegaphone family. Just as many leaders and peers have helped me in the past, I want to help IC professionals amplify their impact.
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Each time we learn about our internal audiences, however small or large the information is, we’re taking a step toward being absolutely transformative. So, when crisis strikes pull your audiences closer.
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As internal communications professionals, we have an opportunity to do better for employee audiences. In the time of Covid-19, understanding how our companies are changing is an absolute must. That’s just the first half. Business acumen is important. But audience acumen is firmly and equally weighted in terms of importance.
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I believe that the internal communications professional can now be the visible architect and champion of the new virtual headquarters. The water cooler can be in our domain. We can lean into this important role and own the hallways, meeting rooms and the precise instance when connection occurs. We have always owned and fostered connection. Now we can play a larger role.
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Please take care of yourself, so that you can take care everyone else — your family, your team, your organization, your clients and your audiences.
Our world needs our unique strengths. But they won’t benefit from our gifts, unless we’re giving space in our lives to caring for our own mental and physical health — especially in times of crisis.
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