Change is scary(good!): Messaging major changes to internal & external audiences
Details
New Coke. “SyFy.” Daimler-Chrysler.
When a company makes a major change—to its branding, to its product offerings, to its corporate culture—a lack of messaging around a can literally make or break the organization.
Whether you’re rolling out a new initiative, changing a beloved logo, introducing a new CEO, or implementing a new policy, it’s crucial to create a story that you can share with both internal and external stakeholders to create buy-in and assuage fears.
In this session, you’ll learn how to identify your key messaging around major changes, determine the different audience segments that need to be kept apprised of these changes, and effectively map message to audience to guarantee you won’t go the way of New Coke.
Speaker Bio
A writer and editor by training, Jillian Ivey specializes in helping organizations and individuals tell their stories. Jill has worked with clients across fields as varied as technology, law, health and wellness, and the arts to get to the core of what they need to say, and to whom they need to say it.
Jill approaches her communications work as she did journalism, conducting essential research and interviews that help shape a brand’s narrative and working closely with clients to distill their key messages and identify their ideal audiences, before creating a multi-platform strategy that ensures the right people are reached in the right places—whether through earned (press and word of mouth), owned (social media, blogs, white papers), or paid (advertisements, sponsored content) media.
With a decade’s worth of experience in public relations, strategic communications, and content creation, Jill helps clients develop content that furthers these strategies, and connect with the people who matter most in the places they’re most likely to pay attention.
Schedule
• 6:30 - 7:00pm Networking
• 7:00 - 7:10pm Announcements & Speaker Introduction
• 7:10 - 8:00pm Presentation
• 8:00 - 8:30 Q&A, Networking
Thanks to our sponsors, eCity Interactive (event sponsor & host) as well as Think Company (our year-long sponsor)!