14
President’s message During 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 has undergone changes and adaptations in order to establish itself and grow. But what has not changed and will not change is our overriding mission; and that is the constant improvement of organisational effectiveness through the pursuit and practice of strategic communication. As your new President, a major part of my focus will be on key professional developmental areas such as the facilitation of workshops on digital media and marketing; brand strategy; crisis communication; and internal communications. This approach is critical if we want to not only hold onto but improve our membership level and respond to our members’ needs. In addition, we know that in tight economic circumstances there is always the tendency for leaders in business, government, trade unionism, religion, politics and elsewhere to mistakenly make the communications field one of the early casualties of budget cuts. This is done on the grounds that communications services are "soft" and "non-essential", and can therefore be easily dispensed with so that other "harder" and more nuts and bolts elements can be retained. We in the field of communic- ations must seek to diminish, if not eradicate, this very real misperception. To do this, we must ensure that, in providing our services, we too do not fall into our own professional trap of taking professional short cuts by compromising our foundational principles and the strict adherence to what is legal, ethical and in good taste. BUZZ EDUCATE 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 for networking while bringing an end to the isolation in which professionals currently work; n To create genuine opportunities for professional development; To create a local community of professionals whose members are committed to a single code of ethics; n To create a platform in which business communicators speak with a single united, credible voice; and n To demonstrate to business leaders how public relations and corporate communications, practiced professionally, can enhance all those desirables such as corporate reputation, stakeholder trust, productivity and profits. (continued) © 2015 IABC BARBADOS 1 Top 4

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Page 1: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

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

Page 2: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

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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Page 3: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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)

Top 4

Page 4: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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

Top 4

Page 5: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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

Page 6: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

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

Top 4

Page 7: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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

Top 4

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.”

Page 8: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

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!

Top 4

Page 9: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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.

Top 4

Page 10: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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)

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Page 11: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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.

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Page 12: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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

Page 13: BUZZ - IABC BarbadosIABC Leadership Institute Conference. During Membership Month in M&6(-,we also ran an awareness campaign on Facebook to stimulate new membership. The theme of the

© 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.

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© 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