WHY INTERNAL COMMUNICATIONS?

WELCOME TO
HOLISTIC
INTERNAL COMMUNICATIONS
A new model for engaging the 3 brains of your company
WHY INTERNAL
COMMUNICATIONS?
Three main reasons:
CLEAR DIRECTIONS.
Companies can
succeed only if they
provide clear goals,
which are clearly
communicated.
SHARED PURPOSE.
Building and
sustaining a strong
internal culture are
a necessity for all
modern companies.
DESIRED ACTIONS.
Employees will do
their best to improve
themselves and the
company when they
are properly
motivated.
NO/POOR INTERNAL COMMUNICATIONS
CAN LEAD TO…
COORDINATION PROBLEMS
since different business units and
departments do not have a roadmap and
do not feel the reasons to cooperate
closely with each other.
CONFLICTS, INTERNAL AND EXTERNAL
since the absence of belongingness and
of shared purpose creates a counterproductive culture and a negative
internal atmosphere.
CASUALTIES
since valued colleagues, partners and
the worst of all, customers will leave
the company for the competition.
WE OFFER A HOLISTIC SOLUTION
Our approach
Many companies consider Internal Communications as
a collection of tools such as announcements, internal
portals, newsletters, parties and team-buildings.
Although all these are useful, Internal Communications
can provide huge benefits to your company ONLY if it
is done strategically and holistically.
OUR INTERNAL COMMUNICATIONS
METHODOLOGY
Four steps for success
INTRODUCTION
Introducing to the key functions of the company responsible for improving Internal
Communications the 3 brains model and the general principles of our work.
RESEARCH
Conducting the research includes preparations, such as adjusting the
questionnaire/interview to the company’s needs, conducting pilot studies and
announcing the research through an internal campaign. Then, the research itself is
conducted, and the collected data are analyzed.
STRATEGY
Firstly, we present the key insights to the management. Accordingly, we suggest a
strategy and activities implementation plan that offer solutions for the identified IC
gaps in the company.
IMPLEMENTATION
The company implements the agreed activities with DNA consultancy, guidance and
provided ongoing solutions.
WHY ARE WE DIFFERENT?
Because we use all three brains
of your company
Neurology and the study of the brain has led to new
insights of how our brains work.
Thoughts, emotions and behavioral patterns are
different functions of the brain that modern
companies can now detect and target.
WHY ARE WE DIFFERENT?
Because we use all three brains
of your company
Thinking, feeling and doing
…play important and different roles within companies.
The big advantage of using all three brains is that we
provide the right message through the right tool for
each brain… so we do not waste time or resources.
New,
THINKING BRAIN
(cognitive)
Mid,
EMOTIONAL BRAIN
(relational)
Old,
ACTION BRAIN
(sensory/motor,
instincts)
OUR RESEARCH
What we will
EXAMINE
What your employees FEEL?
(current emotional state in the company and employee
satisfaction)
What your employees DO?
(participation and models of behavior)
What your employees THINK?
(information on key matters, knowing and understanding of
roles and procedures and possibilities for advancement)
How do the employees
see the
Internal
Communications?
WELCOME TO
RESEARCH OBJECTIVES
A. THINK
RESEARCH OBJECTIVES
How informed are they about the company,
including wider and imediate surounding
How informed are they about possibilities for
professional growth within the company
Understanding of roles and procedures
B. FEEL
RESEARCH OBJECTIVES
Assesment of the emotional state in the
company
Research of the employee satisfaction
Identification of the key emotions
C. DO
RESEARCH OBJECTIVES
Identification of the present behaviors
Testing of the application of the regular systems
of development, advancement and rewarding of
the employees
Assesment of participation (current and future)
in employee programs
D. IC and Specific questions
RESEARCH OBJECTIVES
Assesment of current status and specifics of IC,
including needs, sources and tools. Review of
specific questions
Final goal
BRAND
AMBASSADORS
What will the results tell us?
THINK
FEEL
DO
WHAT IF...
What if... THINK scores low?
THINK
FEEL
DO
IT MEANS THAT THE EMPLOYEES ARE...
Misguided
Unconscious
Not
interested
Uninformed
Confused
Unfamiliar
What if... FEEL scores low?
THINK
FEEL
DO
IT MEANS THE EMPLOYEES ARE...
Reluctant
Distant
Unconcerned
Shy
Indifferent
...etc.
Stale
Far
Not
motivated
Remote
Unmoved
What if... DO scores low?
THINK
FEEL
DO
IT MEANS THE
EMPLOYEES
ARE NOT...
Based on the results,
we propose
implementation of
SPECIFIC ACTIVITIES...
RESULTS
Through the three brain approach
we achieve:
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Increased efficiency and productivity
Higher employee satisfaction and retention
Faster and more accurate decision-making
Proactive and engaging employee behavior
Better coordination and understanding between
units and departments
Conflict avoidance and quick resolution
Open, positive and empowering corporate culture
OUR EXPERIENCE IN TFD MODEL IMPLEMENTATION
During the previous 2 years we successfully introduced the THINK FEEl DO
Internal Communications model, through research and implementations of
strategies in many market leading companies, to name just a few: Delta
Holding, Banca Intesa, IKEA, Nelt, Opportunity Bank etc.
We are especially proud of
GOLDEN UEPS AWARD
we won for Internal
Communications strategy
implementation in Nelt.
Industry: Distribution and Retail
Description: A leading company with operations in the
whole region, employing more than 1000 people, asked
us to become their strategic partner in Internal
Communications.
Process: First, we implemented the research with a
well-executed campaign that managed to engage
employees in high numbers (900 people replied).
Second, the detailed analysis indicated specific
challenges that need to be addressed such as the ‘Silo
Effect’. Third, the strategy and activity plan was
devised with active participation from various
departments (corp. comms, HR and quality assurance).
Progress: Implementation is developing according to
an annual plan in which DNA has continuous
involvement.
CASE STUDY 1
How is the model
implemented?
Results: Early feedback indicates a strong move
towards a more desired internal culture and a positive
change on people’s beliefs, attitudes and behavior.
CASE STUDY 2
Industry: Banking
How is the model
implemented?
Description: A major player in the Serbian financial
sector, with more than 3000 employee, has approached
us with the request to help them structure better their
Internal Communications.
Process: Research was done in two ways, an online
survey for all employees and personal interviews with
the top management. Insights indicated interesting gaps
between the two groups as well as various key issues that
needed to be resolved. For every issue separate
objectives, activity plan and feedback mechanisms were
suggested to the client.
Progress: We delivered a one-day workshop to the top
management for presenting and discussing both the
research insights and the activity plan, in order to build
consensus.
Results: The research, the plan and the workshop were
instrumental in creating an in-depth understanding
within top management of the current situation and how
it can be improved in practice.
CONTACT US
For a personal presentation of the DNA
Internal Communications methodology
feel free to email or call us by using the
contact details below.
We will be happy to meet you and
discuss how to take your Internal
Communications to the next level!
DNA Communications
Baba Višnjina 20/I, 11000 Beograd
+381 11 41 40 790, 41 40 791
dna@dna.rs, www.dna.rs
was founded at the end of 2012, as a result of merging of two agencies:
Gistro Advertising, a full service agency operating on the domestic market since 2001, and the
agency Touchpoint, providing strategic marketing consulting, on the Serbian market since 2011.
The goal of this fusion was creating a new agency model, which will unite the creative and
strategic approach to offer services with a new, fresh, strategic principle.
We created a full service agency that provides tailor made solutions in the areas of
branding, advertising, digital communications, event marketing, PR, … internal
communications
SOME OF OUR CLIENTS
FULL CLIENT LIST
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ALEVA
ALLIANCE TO SAVE ENERGY
AVALA ADA
AGROŽIV
ATRIUM BELGRADE OFFICES
BIRO ZA KOMUNIKACIJE VLADE
REPUBLIKE SRBIJE
BLUEHOUSE
BOBAR BANKA
BS PROCESOR
CA IMMO
CARPETLAND
CARPETLAND EXCLUSIVE
DECCO INTERNATIONAL
DEUS SYSTEM
DRŽAVNA LUTRIJA SRBIJE
DRUŠTVO ZA PODIZANJE HRAMA
SVETOG SAVE
DURST, AUSTRIA
ENIA D.O.O.
ERSTE BANK
ELEPHANT CO.
FOND „MAJA MARŠIĆEVIĆ-TASIĆ“
GARMAN
GUCCI (PARFUMES)
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GT RADIAL
HANKOOK
HOLCIM SRBIJA
HYPO ALPE ADRIA BANK
IOM - MEĐUNARODNA ORGANIZACIJA
ZA MIGRACIJE
IKEA
IMMORENT ERSTE GROUP
IN HOTEL
JIL SANDER (PARFUMES)
KELENA
KEMPINSKI
KK CRVENA ZVEZDA
KANCELARIJA ZA MLADE GRADA
BEOGRADA
KRAGUJEVAC PLAZA
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MAXERS
MEDIAWORKS
MEGATREND UNIVERZITET
MESHULAM LEVINSTEIN LTD.
METZELER
MINISTARSTVO PROSVETE I SPORTA
VLADE REPUBLIKE SRBIJE
OEBS, MISSION IN SERBIA
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MINISTARSTVO ZDRAVLJA VLADE
REPUBLIKE SRBIJE
MONDO WAP-PORTAL
NAI ATRIUM
NELT
NESTLE
NEZAVISNO UDRUŽENJE NOVINARA
SRBIJE (NUNS)
NU BOŽIDAR ADŽIJA
ORION TELEKOM
PACO RABANNE (PARFUMES)
PIRELLI
PLAZA CENTERS
PLUTO CAPITAL
POSTPESIMISTI BEOGRADA
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RAUCH
RAFINERIJA ULJA MODRIČA
RICHTER GEDEON
RINGIER AXEL SPRINGER
RUBIN
SABOR U GUČI
SAVA CENTAR
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SAVA OSIGURANJE
SEZAMPRO
SINTELON
SKUPŠTINA OPŠTINE VRAČAR
ŠKODA AUTO
STERLING
STIHL
TARKETT
TEEKANNE
TELENOR
THE UNIVERSITY OF SHEFFILED
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TOYOTA CENTAR BEOGRAD
WINER STADTISCHE
WIRELESS MEDIA
USAID, OFFICE IN SERBIA AND
MONTENEGRO
UŠĆE SHOPPING CENTERE
VERANO MOTORS
VERANO GROUP
VOJVOĐANSKA BANKA
VIENNA INSURANCE GROUP
VLADA REPUBLIKE MAKEDONIJE
ZEKSTRA
ZORA SYSTEM
“The single biggest problem
in communication is the illusion
it has been accomplished.”
George Bernard Shaw
Given its complexity, the only way to approach
internal communications is strategically, holistically
and methodically.
This is the DNA approach.
www.dna.rs
Thank you.