inside the newsroom – mondelēz international

Successfully Adopting a

“Newsroom” Approach to Engage Your Global

Employee Base

Angela Shepherd, Senior Manager,

Corporate Communications

Our Brands… just a flavor

of what we have

Internal Communications Vision

Developing local campaigns and content Leveraging global campaigns and one global consistent narrative, brought to life with local

examples

Feeding local channels with a regular flow of local news directed at a local audience

Newsroom is the assignment desk for all internal global news – global news via local proof points

Information cascaded from region or global comes with little lead-time

Newsroom manages a single centralized global planning calendar with content by region and COE

FROM… TO…

Inside the Newsroom • What is the Newsroom?

• Choosing which stories to tell

• Creating stories

• Building capabilities

• Measuring impact

What is the Newsroom? • Editor-in-Chief /

VP, Communications

• Sub-Editor / Newsroom Manager

• Publisher • Channel Managers

• Journalists / COE Leads

who represent each of our company goals

What is the Newsroom?

What is the Newsroom?

Newsroom

COE Global Lead

COE Regional

Leads

Owns the newsroom calendar and global narrative and publishes content

Defines the narrative for the COE, proposes stories to

newsroom

Sources, proposes and writes stories

Choosing Which Stories to Tell

Choosing Which Stories to Tell

Choosing Which Stories to Tell

Creating Stories

Capturing the

employee

voice

Creating Stories

Capturing the

employee

voice

Building Capabilities

Building Capabilities

Activity

How many pieces of

content we publish

Interaction

How many people

liked, commented on

our content

Reach

How many people

read our content

Audience

Who’s reading

our content

Measuring Impact

Measuring Impact

+34% increase in

viewership of our

Global News in 2016

Sharp increase in “likes”

and comments on

intranet articles

Learnings

• “Fewer, bigger, better” stories

• Strategy-focused stories

• Make the employee the star

• Show, don’t tell!