buzz - iabc barbadosiabc leadership institute conference. during membership month in m&6(-,we...
TRANSCRIPT
President’smessageDuring my time as President,
I intend to build on the sound
foundation laid by those
presidents and executives
who preceded me.
Of�necessity,�IABC�Barbados�hasundergone�changes�andadaptations�in�order�to�establishitself�and�grow.�But�what�has�notchanged�and�will�not�change�isour�overriding�mission;�and�that
is�the�constant�improvement�of�organisational�effectivenessthrough�the�pursuit�and�practiceof�strategic�communication.
As�your�new�President,�a�majorpart�of�my�focus�will�be�on�keyprofessional�developmentalareas�such�as�the�facilitation�of�workshops�on�digital�media�and�marketing;�brand�strategy;crisis�communication;�andinternal�communications.��
This�approach�is�critical�if�wewant�to�not�only�hold�onto�butimprove�our�membership�leveland�respond�to�our�members’needs.�
In�addition,�we�know�that�in�tighteconomic�circumstances�there�isalways�the�tendency�for�leadersin�business,�government,�tradeunionism,�religion,�politics�andelsewhere�to�mistakenly�makethe�communications�field�one�of�the�early�casualties�of�budgetcuts.�This�is�done�on�the�groundsthat�communications�services
are�"soft"�and�"non-essential",and�can�therefore�be�easilydispensed�with�so�that�other"harder"�and�more�nuts�and�boltselements�can�be�retained.
We�in�the�field�of�communic-ations�must�seek�to�diminish,�if�not�eradicate,�this�very�realmisperception.�To�do�this,�wemust�ensure�that,�in�providing�our�services,�we�too�do�not�fall�into�our�own�professional�trap�of�taking�professional�short cuts�by�compromising�ourfoundational�principles�and�thestrict�adherence�to�what�is�legal,ethical�and�in�good�taste.�
BUZZEDUCATE l RELATE l COMMUNICATE September,�2015
INSIDE THIS ISSUE
�President's�message .�.�.�1
Membership�Matters .�.�.�5
In�The�News .�.�.�.�.�.�.�.�.�7
Focus .�.�.�.�.�.�.�.�.�.�.�.�.�10
Commentary .�.�.�.�.�.�.�.�12
IABC BARBADOS GOALS
n To�create�meaningful�opportunities�fornetworking�while�bringing�an�end�tothe�isolation�in�which�professionalscurrently�work;�
n To�create�genuine�opportunities�forprofessional�development;To�create�a�local�community�ofprofessionals�whose�members�arecommitted�to�a�single�code�of�ethics;
n To�create�a�platform�in�whichbusiness�communicators�speak�witha�single�united,�credible�voice;�and
n To�demonstrate�to�business�leadershow�public�relations�and�corporatecommunications,�practicedprofessionally,�can�enhance�all�thosedesirables�such�as�corporatereputation,�stakeholder�trust,productivity�and�profits.
(continued)
© 2015 IABC BARBADOS 1Top 4
Not�only�that,�but�we�in�IABChave�to�be�unswerving�in�ourdetermination�that,�no�matter�the�circumstances,�we�continueto�offer�all�and�sundry�bestpractices�in�communications�that�meet�the�highest�globalstandards.��By�so�doing,�we�help�decision-makers�betterunderstand�and�appreciate�the�key�role�played�bycommunic-�ations�in�relating�to�their�several�publics.
I�am�very�aware�that�the�realisationof�my�lofty�goals�and�ambitionsfor�the�ongoing�improvement�ofindividual�and�organisationalcompetencies��will�only�be�possiblewith�your�support,�guidance,criticism�and�advice.�I�lookforward�to�interacting�with�youand�to�making�the�BarbadosChapter�of�IABC�the�effectiveorganisation�it�can�be,�not�onlyfor�the�benefit�of�its�members�but�also�the�wider�community.
Marilyn Sealy
President, IABC Barbados
© 2014 IABC BARBADOS 2
September,�2015PRESIDENTS MESSAGE (continued)
President’s Message
Back�row: Fay Cooke-Nurse, VP�Administration;�Tashida Cox, VP�Marketing;�Carmel Haynes, VP�Finance;�Sara Odle, President-Elect
Front�row: Nichole Stuart, VP�Membership; Carolyn Williams-Gayle, VP�Professional�Development;Marilyn Sealy, President;�
Sophia Cambridge, Past�President�and�Carol Walcott, VP�Communications.
IABC Barbados, Board Members 2015/16
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© 2015 IABC BARBADOS 3
September,�2015MEMBERSHIP MATTERS
IABC�Barbados�has�achieved�a
number�of�successes�this�past
year,�thanks�in�no�small�part�to
your�efforts�and�the�efforts�of
those�who�have�partnered�with�us
from�the�inception.
I�thank�the�Executive�particularly�
in�this�regard.�Your�dedication�is
paving�the�way�for�the�success�
of�an�organization�which�has�the
power�to�transform�the�way�in
which�the�profession�in�perceived
both�here�and�abroad.
Membership
We�currently�engage�32�members
in�a�range�of�disciplines.��Our
constituents�reach�out�to�us�via
FB,�Twitter,�the�local�IABC�website
and�feedback�to�our�newsletter.
Early�in�our�term�of�office�we
undertook�to�speak�to�several
prospective�members�re�their
challenges�–�the�single�common
factor�we�found�was�their�financial
circumstances�and�inability�
to�invest�via�full�membership.�
A�major�success�for�us�however�
is�that�IABC�HQ�has�continued�to
agree�(for�now)�that�dues�for�the
Barbados�Chapter�would�remain
the�same�for�this�period.�
Ever�mindful�of�financial
challenges,�we�have�looked�
at�ways�to�keep�the�cost�of�our
events�at�a�manageable�rate�
and�have�seen�high�turnouts
because�of�this.�However,�we
remain�challenged�to�turn�the
interest�displayed�by�patrons�
at�those�events�into�retained
membership.�
Finance
The�chapter�ended�the�year�
in�sound�financial�shape.�In
achieving this,�the�Board�learnt�a
valuable�lesson:�without�sponsors,
our�ability�to�put�on�high-value
professional�development�events,
at�cost�our�members�can�afford,�is
severely�compromised.�Receipts
at�the�door�fall�well�short�of�costs
associated�with�catering�and
renting�locations.
Marketing, Communication
& Professional Devlopment
In�October and November, our
VP�Marketing�spearheaded�a
promotional�strip-ad�campaign�in
the�Business�Press�using�senior
members�from�both�the�private
and�public�sectors.�We�did�this�
to�raise�awareness�of�the
Association�and�the�career
benefits�of�membership,�and�also
to�show�business�leaders�the
caliber�of�professionals�who
belong�to�IABC.�The�messages
were�strong�and�the�members
were�credible,�but�frankly�this�type
of�advertising�is�one�we�cannot
continuously�afford.�Advertising�
in�traditional�news�media�cuts�to
deep�into�our�meager�funds.
In�December,we�welcomed�no
less�than�20�attendees�to�our
Quarterly�Membership�meeting
and�were�treated�to�an�insightful
presentation�from�VP�Professional
Development,�Jackie�Marshall-
Clarke,�who�outlined�a�case�
study�on�best�practice�in�public
information�campaigns�sharing�
the�formula�for�the�“Watts�New”
Radio�Outreach.
Report to members at the IABC Barbados
Chapter Annual General Meeting
(continued)
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© 2015 IABC BARBADOS 4
September,�2015MEMBERSHIP MATTERS (continued)
As�the�new-year�began�we�did�
not�slow�down.
In�January,we�hosted�a
Breakfast�Seminar�entitled�Start
with�the�End�in�Mind�–�How�to
develop�an�Effective
Communication Programme,
facilitated�by�Dr.�Carol�Jacobs�
and�Ms.�Frieda�Nicholls.��Again
turnout�was�high.
In�February, the�Barbados
Chapter�was�represented�in
Orlando�Florida�by�our�Senior
Delegate,�Co�VP�Finance�and�
VP�Membership�at�the�Annual
IABC�Leadership�Institute
Conference.
During�Membership�Month�in
March,we�also�ran�an�awareness
campaign�on�Facebook�to
stimulate�new�membership.�
The�theme�of�the�campaign�was,
“I�BELONG.�JOIN�ME.”�We�used
the�faces�of�eight�of�our�members
representing�a�variety�of�roles�
and�organizations.�The�number�
of�followers�on�Facebook�almost
doubled�as�a�result.�This�was
however�also�achieved�at�a�cost,
as�we�had�to�outlay�funding�to
boost�our�posts,�and�it�is�clear�
we�need�to�set�some�sort�of
budget�for�this�in�the�future.�
Also In March, our Membership
Meeting included�a�presentation
from�Change�Management
Consultant�Dr.
Cherry�Hinkson
entitled,�Why don’t
they get it:
Employees and
Communicating
Change.
April and May
were�spent
planning�for�our
final�Professional
Development
event�for�the�term
which�was�held�last
month June
entitled�“Putting it
All Together: How your Business
can get the most out of the Social
Media Toolkit” facilitated�by
James�Skinner�founder�of�the
marketing�firm�Be�Social.�
It�was�our�biggest�PD�event�
to�date,�attracting�over�70
participants,�and�it�was�also�
a�financial�success�thanks�in
large�part�to�generous�support
from�our�sponsors�Scotiabank
and�Magna.
During�the�year,�we�also�
revamped our newsletter,
BUZZ. We�strengthened�the�
content�and�handed�the�graphic
design�over�to�Leisel�Jobity�who
has�done�a�fabulous�job�on�the
layout.�BUZZ�is�our�flagship
communications�tool,�and
although�its�primary�purpose�is�to
serve�members,�it�has�huge
potential�as�a�marketing�tool�for
wider�distribution�in�the�corporate
sector.�The�key�is�to�maintain�the
quality�and�relevance�of�content�to
showcase�who�we�are�and�the
value�we�can�bring�to�the�table.�
Chapter Management
The�Executive�held�to�a�strict
schedule�of�monthly�meetings�in
order�to�efficiently�manage�the
Chapter’s�Affairs.
We�await�further�communication
on�the�new�Accreditation
Programme�–�From�the�Global
Communication�Certification
Council.
(continued)
Report to members
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© 2015 IABC BARBADOS 5
September,�2015MEMBERSHIP MATTERS (continued)
Top 4
There�is�also�a�further�plan�to�forge
a�stronger�alliance�with�the�Trinidad
Chapter.
As�you�know�the�global
organization�is�in�transition:
• New�livery
• New�certification�programme
• New�faces�in�the�global
leadership�structure
• Much�revealed�on�the�global
website�already.
I�has�been�my�privilege�to�serve�as
President�for�the�past�year.��Again�I
wish�to�thank�the�members�of�the
outgoing�Executive�Board�for�their
support�during�the�year.
I�challenge�members�to�take�up
the�mantle�of�leadership�positions
within�the�organization�and�to�get
involved�in�all�of�the�activities�and
opportunities�which�present
themselves�here.
Sophia Cambridge
Past President 2014-15, IABC Barbados
Report to members
This year’s theme:
Taking it to the Extreme!
Extreme�communicators�must
train�relentlessly,�perfect�their
specialties,�conquer�doubts�and
find�inspiration�to�perform�at�their
best.�Attending�the�2015
International�Association�of
Business�Communicators
Southern�Region�conference�lets
you�tailor�your�training�regimen
with�motivating�keynotes.
Here are the top six reasons
to attend:
n Recharge�and�renew�your
excitement�about�your�careern Create�and�build�professional
relationshipsn Learn�about�communications
trends�and�how�they�are�usedn Take�your�communications�to
peak�levels�with�new�ideas�for
content�and�programsn Discover�new�solutions�and�tools
Keynotes:
From�overcoming�fears�to
building�authentic�relationships
and�creating�a�unique�culture,�
the�conference�keynotes�will
motivate�you�and�help�you�
kick�your�doubts�to�the�curb.�
See�Keynote�Speakers�and
Conference�Agenda�for�more
information.
Dates: October 15 - 17th 2015.
For morel information see,
www.2015IABCdenver.com
Elevate Your Communications at the IABC’sSouthern Region’s Conference in Denver
Carol Walcott
PwC , Markets Regional Coordinator
Carol's path to communications was a varied and interesting one. She iscurrently the Markets Regional Coordinatorfor PwC in Barbados, but started hercareer as a Travel Director with Sunlinc inher late teens. This is where her love forevent management was formed.
Shortly after graduating from Queen'sCollege in 1987 Carol moved to the UK and progressed through her career in
administration from receptionist at asupplies company to senior administratorat UCL Medical School in London. At UCL she continued to enhance herevent planning and management skillsculminating in organising an event atAlexandra Palace, something she willremember forever.
Whilst Carol thoroughly enjoyed hereleven years in the UK, she decided it wasnow time to come home and be a biggerpart of her family and so she moved backin 2000.
From then Carol has worked in manyroles and is now finally where she wishesto be in marketing and communications.She is very grateful to the IABC for thenetworking opportunities it provides andfor the support she receives from all ofher IABC colleagues. Carol is lookingforward to a fruitful and successful yearon the Executive Committee.
Nichole Stuart
Digital Media Specialist, Emera
Caribbean
Nichole is the Digital Media Specialist at Emera Caribbean (EC). There she is responsible for planning and executing regional digital and social media communications at EC’s companies.
Prior to this, Nichole worked with theCorporate Communications team at The Barbados Light & Power CompanyLimited, specializing in externalcommunications. During that time sheexpanded her knowledge, experience andpassion for a field which she believes iscritical to the success of any organization.
Always willing to embrace new challengesand learning opportunities, Nichole isthrilled to serve as VP membership on this year’s board. IABC has played amonumental role in her professionaldevelopment and she’s eager to workwith her dynamic team to help enhancethe experience of all of its members.
© 2015 IABC BARBADOS 6
September,�2015MEMBERSHIP MATTERS (continued)
IABC Barbados continues to grow. Meet some of ournew members
Leisel Renée Jobity
Creative Director, MG Design
A communication, branding and designspecialist with over fifteen years experiencein publishing and in developing brands andmarketing materials for a wide range ofclients internationally and regionally.
She began her career at Pfizer, in New York,from there she moved to Gruner & Jharand then at Condé Nast Publications. After moving to Barbados Leisel worked as a designer at GHA DDB, before startingher own boutique agency, MG Design.
Leisel holds a BFA in communicationDesign, and a degree in Art History &Criticism from Pratt Institute, NY and a post Graduate Certificate in Communi-cation and Information Systems also from Pratt Institute.
Leisel is excited to be a member of theBarbados IABC team, and looks forward tocontributing hers skills and expertise to theorganisation while learning from her peers.
JOIN IABC Barbados. We�look�forward�to�your�membership!�4
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© 2015 IABC BARBADOS 7
September,�2015IN THE NEWS
Our�chapter’s�new�elected
president,�Marilyn�Sealy,�has
been�appointed�Director�of
Communications�for�Flow
Barbados.
In�this�role�Marilyn�will�be
responsible�for�leading�the
company’s�corporate
communications�portfolio,�which
includes�its�internal�and�external
corporate�reputation.�She�will
also�be�responsible�for
developing,�maintaining�and
enhancing�key�stakeholder
relationships�in�the�public�and
private�sectors.
Marilyn�formerly�served�as
Corporate�Communications�and
Public�Relations�Manager�for
LIME�(Cable�&�Wireless)
Barbados�and�draws�on�more
than�a�decade�of�experience�in
the�field�of�public�relations�and
corporate�communications.��She
holds�a�B.A.�in�journalism�from
Ryerson�University�in�Toronto,
and�an�M.A.�in�communication
for�social�and�behaviour�change
from�the�University�of�the�West
Indies,�Mona�Campus,�Jamaica.
Flow appoints Marilyn ascommunications director
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Best of Show: Experience top speakers from the 2015 World Conference
The�Best�of�Show�webinar�series�is�a�global�virtual�learning�experience�thattakes�highly�rated�sessions�from�the�World�Conference�and�brings�themdirectly�to�you.�We’re�building�on�the�success�of�the�2015�event�and�offeringyou�a�chance�to�draw�from�some�of�the�best�presentations�at�the�conferenceand�preview�the�kind�of�high-quality�learning�you�can�expect�at�the�2016�event�in�New�Orleans.
Choose�from�five�outstanding�webinar�sessions—or�get�a�discount�and�signup�for�all�five!�The�elite�among�our�conference presenters�are�prepared�toshare�their�new�ideas,�best�practices�and�innovative�thinking�with�a�globalaudience�of�thousands.�Sessions�have�been�matched�to�IABC’s�GlobalStandard�and�career�paths,�giving�you�the�opportunity�to�map�your�learning�to�IABC’s�Career�Roadmap.
For more information or to register for webinars, visit the World Conference
website.
“The way I look at it, there’s no such thing as bad PR.”
You�may�already�have�noticed
our�new�look�on�the�front�page
of�the�Buzz.��This�is�because
the�International�Association�
of�Business�Communicators
(IABC)�unveiled�a�new�logo�
on�the�eve�of�the�annual�IABC
World�Conference�held�in�San
Francisco�in�June,�replacing
their�branding�that�had�endured
since�the�founding�of�the�
organization�45�years�ago.
The�new�logo�represents�the
“globe”�that�is�IABC,�with�the
openness�of�the�letters�running
over�the�edges�of�the�circle
representing�IABC’s�core�
values�of�transparency,�
connection�and�community.
"The�updated�look�reflects�
today’s�strategic�positioning�
of�IABC�as�well�as�being�the
new�face�of�the�organization,”
said�Russell�Grossman�ABC,
FRSA,�International�Chair�
of�IABC.��“It�is�based�on�a�
significant�program�of�research
and�consultation,�undertaken�by
an�international�brand�taskforce.
The�result�is�a�very�flexible�
brand�that�communicates�our
unique�international�proposition
to�our�members,�to�the�global
communication�profession,�
and�to�the�businesses�and�
organizations�we�serve”.
The�project�began�over�two
years�ago,�led�by�an�interna-
tional�group�of�volunteers.�In
partnership�with�Arcas�Advertis-
ing,�a�Canadian�agency�that
specializes�in�branding,�advertis-
ing,�identity,�communications
and�digital�services,�the�team
has�crafted�an�approach�that�is
open,�accessible�and�professional.
“The�Brand�Taskforce’s�research
validated�IABC’s�diversity�and�
international�presence�as�a�key
differentiator�for�the�association,”
said�Grossman.�“We�have�not
only�created�a�new�logo�here,�
but�affirmed�IABC’s�approach:�
to�identify,�share�and�apply�
best�practice�in�a�world�where
communications�is�increasingly�
a�force�for�good�in�business�
and�society.”��Changeover�to�the
new�brand�across�IABC’s�global
network�of�chapters�has�already
started. Learn�more�online���4
© 2015 IABC BARBADOS 8
September,�2015IN THE NEWS (continued)
IABC launches a new look!
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© 2015 IABC BARBADOS 9
September,�2015IN THE NEWS (continued)
Stress: apparently it does have benefits
Top 4
Given�all�the�medical�advice�we
get�on�how�to�avoid�it,�here’s�a
take�on�stress�that�most�of�us
probably�weren’t�expecting:�it�
can�actually�be�a�good�thing�if
you�know�how�to�use�it.
According�to�a�recent�article�in
Harvard�Business�Review,�by
authors�Alia�and�Thomas�Crum,
pursuing�a�stress-free�life�often
causes�more�stress�down�the
line�–�problems�compound,�and
by�failing�to�face�our�most
intense�challenges�we�never
overcome�them.
“Stress�has�many�wonderful
attributes,”�the�authors�write.�
“It�reminds�us�that�we�care;�
it�connects�us�directly�with�
the�most�challenging�and
important�aspects�of�our�lives.
We�aren’t�suggesting�that
sustained�stress�does�not�take�
a�toll,�only�that�it�can�bring
unexpected�benefits,�too,�in�
the�form�of�personal�growth.”
According�to�the�Crums,�the�
first�step�in�transforming�your
response�to�stress�is�to�“see”�
it:�don’t�deny�it,�but�instead�name
it�or�“label”�for�what�it�is.�Referring
to�recent�neuroscience�research,
they�point�out�that�just�acknow-
ledging�stress�can�move�reactivity
in�your�brain�from�the�automatic
and�receptive�centres�to�the�more
conscious�and�deliberate�ones.
Step�two�is�to�“own”�it,�and�
this�means�recognizing�that�we
tend�to�stress�more�intensely
about�things�that�matter�to�us.
“Owning�this�realization
unleashes�positive motivation�–
because�deep�down�we�know
that�things�that�are�important
shouldn’t�always�come�easy,”�
the�authors�write.�
Step�three�is�to�use�your
stress.�Contrary�to�what�
we�might�think,�the�body’s
stress�response�was�not
designed�to�kills�us.�In�fact,
the�evolutionary�goal�was�
to�help�boost�the�body�and
mind�into�enhanced
functioning.
Stress�stimulates
adrenaline�and�dopamine,
hormones�that�fuel�the
brain�and�body�with
oxygen,�“a�response�which
propels�the�individual�into�a
state�of�increased�energy,
heightened�alertness,�and
narrowed�focus”.��In�turn,�these
hormones�release�chemicals
into�the�body�that�rebuild�cells,
synthesize�proteins,�and
enhance�immunity.�Bottom�line:
they�can�leave�the�body�even
stronger�and�healthier�than�it
was�before.
In�essence,�the�Crums�write,
reframing�your�response�to
stress�as�something�that�is
beneficial�can�be�helpful.�
For�example,�reframing�
anxiety�as�excitement�can
improve�performance�on�tasks
such�as�negotiating�or�giving
an�important�speech.
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© 2015 IABC BARBADOS 10
September,�2015FOCUS
The�thought�of�your�organisation
being�confronted�with�a�crisis
either�nauseates�or�excites
you.�At�some�point,�nearly
every�organisation�will�face�a
crisis�situation.�If�an�event�
can�affect�your�organisation’s
reputation�and/or�its�revenue,
then�consider�it�a�crisis.
There�are�instances�such�as
9/11,�Enron,�the�BP�Oil�Spill,�the
Ebola�pandemic,�the�
aftermath�of�Tropical�Storm�
Erika�on�Dominica�and�CLICO
which�stand�out�in�most�of�our
minds,�including�the�mind�of�your
organisation’s�leader.�
As�a�result,�your�organisation
probably�now�has�a�crisis�
management�plan�in�place.�
Either�that�or�these�situations
have�sparked�the�need�for�one.
But�as�communicators,�this�isn’t
enough.�When�your�organisa-
tion’s�‘IT’�hits�the�fan,�will�you�be
ready�to�communicate?
Well,�it�makes�sense�to�think�like
the�Girl�Guides�and�‘be�prepared’.
Here�are�eight�tips�you�should
consider�when�planning�your�cri-
sis�communications.
1. Know your ‘ITs’
Without�the�pressure�of�a
crisis�on�your�back,�take
time�to�think�about�the�all�
of�the�possible�things�
that�could�go�wrong.�What
are�the�smoldering�issues�
that�could�lead�to�a�crisis?
What�are�your�organisation’s
areas�of�vulnerability?�You
might�not�think�of�every-
thing,�but�this�exercise�
helps�your�organisation�to
determine�what�will�be�need-
ed�from�communications
and�business�contingency
perspectives.
2. Be able to respond quickly
When�you�have�information,
share�it�quickly,�candidly,
professionally�and�with�care.
If�you�don’t�communicate
quickly,�you�lose�your�great-
est�opportunity�to�control�the
message.�That�takes�us�to
tip�three.
3. Create a first critical statement
Gerard�Braud,�media�coach
and�crisis�communications�
expert�says,�this�should�be�in
every�crisis�communication
plan.�The�first�critical�state-
ment�is�a�way�to�tell�the�world
that�a�crisis�has�happened,
you�know�about�it,�your�organ-
isation�is�dealing�with�it�and
you�will�provide�more�informa-
tion�as�soon�as�possible.
4. Know how you will reach
your stakeholders
Media�coverage�generally
sets�the�tone�of�a�crisis�
situation.�Digital�communica-
tions�and�social�media�provide
us�with�the�capacity�to�com-
municate�in�direct�ways�with
our�audiences.�Determine
which�media�channels�will
reach�them�and�what�social
media�connections�you�can
make.�When�you�have�control
over�the�channel,�it�allows�you�
to�present�an�unsanitised
message.�
To�take�advantage�of
technology,�a�little�advanced
planning�is�required.�Pinpoint
who�your�key�constituents�
are�in�advance�(typically�they
include�employees,�investors/
board�members,�customers,
opinion�leaders,�elected
officials�the�media�etc.)�so�
you�can�make�sure�you�have
vehicles�in�place�to�commu-
nicate�directly�with�them.
8 tips to help you prepare before a crisis hitsCarolyn Williams-Gayle
(continued)
Top 4
© 2015 IABC BARBADOS 11
September,�2015FOCUS (continued)
5. Recognise that everything
is external
The�boundaries�of�internal
and�external�communications
disappear�during�a�crisis.�One
of�the�best�weapons�in
fighting�reputational�damage
as�a�result�of�a�crisis�is�by
arming�people�with�the�facts.�
During�a�crisis,�people�look�to
their�networks�to�find�out�what
is�going�on.��People�will�come
to�an�organisation’s
employees�for�info�because
they�are�insiders�who�should
be�in�the�know.�Empower
your�co-workers�to�share�by
ensuring�that�they�are�armed
with�accurate�information.
With�social�media,�the
likelihood�that�the�things�you
say�inside�will�get�out�is�great.
The�context�doesn’t�need�to
be�the�same�but�ensure�that
the�messaging�is�consistent
with�what�is�disseminated
across�all�channels.�You�can’t
be�announcing�something
externally�that�you�have�not
announced�internally.
6. Take a proactive approach
Crisis�communications�needs
to�move�as�fast�as�the�speed
of�social�media.�As�social
media�expert�Shel�Holtz�puts
it:�Whoever�fills�the�vacuum
tends�to�win.�
Work�with�the�HR�and�Legal
departments�to�approve�the
content�of�pre-written
releases�which�match�your
‘ITs’�-�the�smouldering�issues,
natural�disasters�and�other
things�identified�in�your
vulnerability�assessment.�
7. Acknowledge mistakes and
apologise when needed
You�need�to�take�your�seat�at
the�table�and�speak�the
language�of�your�leader.
Don’t�let�the�lawyers�make
the�decisions.�Take�into
consideration�that�a�lawyer
will�look�at�a�crisis�with�a
litigation�mindset�and�their
advice�would�be�to�remain
silent.�All�your�training�tells
you�otherwise.�It’s�your
responsibility�to�highlight�the
business�risks�of�not
communicating.�You�need�
to�speak�in�the�language�
you�leader�understands.
8. Get the right person out front
�Should�the�CEO�speak?
Should�you?�Or�should�there
be�multiple�spokepeople?
Braud�recommends�that�you
train�multiple�staffers�as
spokespeople.�Review�your
list�of�possible�issues�and
figure�out�who would�be�the
most�credible�people�to
respond.�Then,�make�sure
that�they�are�TRAINED�to
communicate�in�a�crisis.
Carolyn Williams-Gayle
is a Public Relations and
Communications Professional
and Vice President of Professional
Development IABC Barbados.
Top 4
© 2015 IABC BARBADOS 12
September,�2015COMMENTARY
The�Stock�Market�has�closed
down�by�588�points�directly
affecting�the�value�of�your
shares,�do�you…
a)�sit�back�and�wait�for�it�to�all
blow�over?
Or
b)�be�proactive�and�keep�your
internal�stakeholders�updated
as�to�what�the�impact�is�on
their�livelihood?
Howard�Schultz,�CEO�of
Starbucks�chose�option�B.��
In�his�article�on�Inc.com�about
this�choice�and�its�impact�
Justin�Bariso,�highlighted�how
Mr.�Schultz�made�a�difference�
with�his�immediate�response�to
the�recent�Asian�Markets�crisis
(#GreatFallofChina).
What�Mr.�Schultz�did�was�quickly
send�a�memo�to�all�190,000
Starbucks�employees�(known�as
partners�internally)�making�them
aware�of�the�situation.��In�so
doing�he�eased�their�worries�and
encouraged�them�to�show
special�consideration�to�their
customers.��CEOs�like�Mr.
Schultz�can�make�a�huge
difference�to�the�operations�of
their�business�by�simply�being
more�open�and�honest�in�their
dealings�with�employees:�their
internal�stakeholders.
By�sending�a�simple�internal
memo�(which�you�can�read�here
together�with�Mr.�Bariso’s�article)
Mr.�Schultz�stays�connected�with
his�employees,�and�allows�them
to�better�serve�their�customers.
The�result�is�a�workforce�which
knows�what�is�going�on�at�their
place�of�employment�before�the
public�does.��Think�about�how
impressive�Starbucks’�customer
service�was�the�following�day�
as�their�baristas�took�special
care�of�their�customers�on�
a�day�that�could�have�been�
quite�depressing�for�many.��
For�those�who�say�that�internal
communication�is�not�important
consider�this:�is�Starbucks�coffee
really�so�much�better�than
everyone�else’s?��How�have
they�become�the�largest
coffeehouse�company�on�
earth?��With�exemplary
customer�service,�provided�by
informed�and�engaged
employees,�that’s�how.
It�is�not�just�the�fact�that�Mr.
Schultz�sent�this�memo,�and�this
is�where�his�communications
team�played�their�part,�it�is�how
Top 4
(continued)
Tell them first and tell them quicklyA lesson on corporate communication from Starbucks
By Carol Walcott
© 2015 IABC BARBADOS 13
September,�2015COMMENTARY (continued)
Top 4
well-crafted�the�memo�was.��
It�was�not�only�informative,�
but�also�polite,�reassuring�and
complimentary.��Mr.�Schulz�
and�his�communications�team
remembered�to�say�please�
and�thank�you.��They�assured
employees�that�the�company
was�doing�well�and�would
continue�to�do�so�despite�the
market�turmoil,�and�they
acknowledged�that�this�is�only
possible�because�of�all�190,000
people�employed�by�Starbucks.
“I�believe�in�you�and�have�
never�been�prouder�to�be�your
partner.”��What�employees�will
have�taken�away�from�this�is�
the�reassurance,�at�time�of�
crisis,�of�how�important�their�
role�is�and�what�value�they�add
to�the�company.��The�sense�of
empowerment�Starbucks�staff
must�have,�and�pride�they�must
feel�to�be�the�face�of�their
company�is�remarkable.
Whilst�traditionally,�it�seems,�our
internal�stakeholders�tend�to�go
unnoticed�and�are�taken�for
granted,�������and�who�supports,�and
is�supported�by,�a�good
communications�team�can�turn
this�around.��The�evidence�of
this�is�provided�by�Starbucks’
employees�themselves�by�giving
Mr.�Schultz�a�91%�approval
rating�on�Glassdoor.��Glassdoor
is�an�American�site�where
employees�and�former
employees�anonymously�review
companies�and�their
management.��Imagine�how
great�it�would�be�if�all�our�CEOs
were�like�this.��Not�just�shrewd
and�savvy�businessmen,�but
also�empathetic�CEOs�who
understand�what�might�concern
their�employees.��As�corporate
communicators�it�is�our�role�to
encourage�our�leaders�to�take�a�
leaf�out�of�Mr.�Schultz’s�book
and�to�move�towards
communications�practices�that
are�aimed�at�ALL�stakeholders
not�just�consumers.��
Tell them first and tellthem quickly
Carol Walcott
is the Markets Regional Coordinator
at PwC and Vice President
Communication IABC Barbados.
© 2015 IABC BARBADOS l Design, Leisel Renée Jobity, MGDESIGNBDS.COM 14
September,�2015MEMBERSHIP MATTERS (continued)
CONTACT US:
Learn�more�about�the�Barbados�IABC 4
Read�more�from�IABC’s�global�thought-leaders�in
the�November�Issue�of�CW Magazine Online 4
Want�to�submit�a�piece�to�IABC�Barbados�Buzz?4
All hands on deck!IABC has chosen October as Membership Month and it’s All
Hands on Deck for the Barbados Chapter.
We�need�to�grow�our�membership�base,�and�while�chapter
management�will�do�its�part�to�build�awareness�and�attract�new
members,�current�members�can�play�a�huge�role.�Who�better�to
promote�the�benefits�of�membership�–�the�networking�and�professional
development�opportunities,�the�accreditation�–�than�existing�members?
Truth�is,�recruitment�should�be�a�year-round�activity,�but�we�are�asking
you�to�make�a�special�effort�in�October.��You�probably�have�colleagues
at�work,�or�friends�in�the�same�line�of�work�to�whom�you�are�connected.
How�about�LinkedIn�for�a�start?
By the way, if your membership has recently lapsed, or its about
to, we’ll give you a heads-up. We don’t want to lose you.
Top 4