A Communications Planning ModelDeveloped for BT Global Services (2007) and G4S (2011)by Mike Love

2

Developing the Communications Plan

The 4 “Es” Planning Model

ExploreScope and complete Audit to assess:

Communications Audit Business plan: priorities and purpose Communications plan: status, people,

budgets, resources, tools and capabilities Evidence-base: internal/external,

competitive intelligence, aspirational bench-marking

Priorities and expectations to help agree objectives and KPI metrics

Conduct early interviews with internal “players”:

Relevant business leadership and management Communications leadership and teams Other influencers/decision-makers internationally (if relevant) Other relevant agencies

Audit

Evolve

Generating content

Master Narrative to integrate business unit stories under single umbrella

Storytelling Programme Media plan, public affairs influencer plan and

employee engagement programme Collate content and target to networks Integrated approach “joining up the dots”

Creating a toolkit

Asset Bank – framework for storytelling “Networks of Influence” – stakeholder mapping “Air Traffic Control” – war room planning/control of story selling Crisis, Issues and Incident Management Plan and training Stories for localisation, lines to take, Q&As, VT content

In a world increasingly full of risk, we have to focus even more on the challenges of operating efficiently in a safe and secure environment. When we do, however, most of us focus on the downside. At G4S, we believe that in every

challenge there is an opportunity to unlock hidden benefits that can help us to thrive and prosper.

The key to releasing wider benefits for our clients is to always look at the bigger picture and consider solutions that transform performance. To do this, we deliver world class project management that brings together our

expertise in cash management, logistics, intelligent systems, managing one of the world’s largest international workforces, and the knowledge derived from providing cash solutions in diverse regulatory environments in more than 60 countries around the world. By doing this, we offer businesses cash solutions that deliver more than the

sum of their parts.

By looking at the challenge of managing the cash cycle more holistically, we can help banks to manage their cash more efficiently, protect assets , reduce costs and deliver a better experience for the customers they serve.

Recognise that the most secure and beneficial solutions come from understanding the challenges of managing the cash cycle and the interdependence of parts. Let us help you to see the opportunities that exist in the challenge of

securing your world.

G4S POINT OF VIEW

DEDICATED TO SECURING YOUR WORLDPurpose

Optimising the cash cycle and assuring the customer experiencePromise

Belief

Behaviour

Benefit

Action

Master Narrative POV development

8

Storytelling

Story FINDERS• Identify (and incentivise) employees in each business unit to find and share great stories• Collect stories on customer wins /service going the extra mile/local community involvement • Curate existing activities – Thought Leadership reports, events, sponsorships, industry groups

Story MAKERS• Communications teams focused on writing stories with relevant/consistent tone of voice/lexicon• Great stories have a Quest, a Time & Place, a ’Worse Alternative’, a Journey, Cast of Characters

Story KEEPERS• Collation of stories online using new Intranet – share and enable using local toolkits• Case-studies, web and print-collateral, film and scripts

Story TELLERS• Train employees to be Brand ambassadors/Storytellers• Everyone has a story to tell and anyone can do it - use props, keep it simple and make it personal

Asset Bank

Identify key customer contacts Create a spirit of inclusion Listen and consult Leverage our experience and expertise Regularly share information Face-to-face meetings/roundtables Print and online bulletins Add value

Reputation is priceless Process and procedure Planning and preparation Cadre of experts Spokespeople and media training Regular exercises Agency resource required/ready Group – Division - Country & Unit

Surveys and feedback response Real and relevant Speak my language Be where I am – physical/print/online Conversation not broadcast Give information and demonstrate inclusion Create champions Celebrate success Justify pride and passion

Identify government/regulatory decision makers and their influencers and influences

“Man-mark” and stakeholder-map Identify/create platforms for engagement Industry leadership and voice Demonstrate Thought Leadership Regularly share information Give before you take

Our brand and reputation:Be incident and crisis ready

Our customers:Nurture relationships

Our people:Build respect and earn evangelism

Our license to operate:Become an insider

10

ExecuteChange the narrative

Align targets to business priorities Create and influence commentary Customer decision-makers Advocacy campaign – internal and external Global programme with local execution

Plans, targets and metrics

Communications Plan – “The Wheel” Media Plan Influencer Plan Employee Engagement Plan

Management

Timeline for phased execution of plan Agreed reporting schedule Agreed metrics

11

Communications Plan and Toolkit

Weak

Needs improvement

Strong

4e Planning Process Templates Stakeholder Mapping tool What can be used how and for who Monitoring, research and evaluation guidance The Cash Story and News To Use ideas Storytelling collateral & coaching Case studies and customer endorsements Best practice sharing examples Photo images library A new Cash “corporate film” Solutions marcomms materials/plans Professional development/mentoring tips

Media and Influencer plansBT Global Services Media Plan 2010

Timeline

201320122011

• Audit• Community• Toolkit• Research• Media Training• Intranet • Point Of View• Storytelling• Collateral• Case Studies• Stakeholder Mapping• Defend Cash• Strengthen ESTA/EFFI• Support CASH360• Start to change the

narrative

• 5e planning• Country leads• Thought leadership• Customer focus• Dragon’s Den innovation• Digital PR• Professional

development• Promote Cashplus• Growth story• M&A story (?)• Cash Reports• Brand building• CSR platform• Keep changing the

narrative

• Best practice case studies

• Insider engagement with public policy

• Proactive cash promotion stories:

• Consumer• Retail• Leisure• Banking• Societal• SMI• G4Si• Future Growth

14

EvaluatePortfolio of metrics

Instant “at a glance” R-A-G rating on the Communications Wheel

Specific KPIs Move the Needle – Master Narrative G4S profile on trends tracked Brand awareness/impact/share Sales performance – targeted customer new

business wins Media coverage – favourability, “Top Story”

targets hit Network of influence assessment –

stakeholder mapping tools, moving from neutral to advocates

License to operate – regulation mitigated/neutralised/removed