Using the channel matrix to best effect
In an era when communicators have a wide range of channels to use and a diverse and often disparate group of audiences to target, it’s sometimes easy to lose focus and simply create noise.
Reaching the right people, at the right time, with the best vehicle is easier said than done – what works for one group of people doesn’t necessarily cut the mustard for another. Whether it’s hierarchical, geographical or a case of diverse demographics, different audiences have their own needs.
Creating a channel matrix which recognises those needs, and focuses messages accordingly, is the subject of our latest aspic breakfast seminar on Friday, November 16.
Panel of speakers
Our first confirmed speaker, communications consultant Roz Starck, is ideally placed to talk about the subject as her latest role – leading the internal communication for entertainment giant Merlin – involves talking to a wide range of employees, including a large number of Millennials working in diverse locations. How does her team connect with this disparate workforce? The answers may surprise you…
Roz will also draw on her 25+ years’ experience of managing internal communication for a number of other leading organisations, such as EY, Hewlett Packard and FTSE, to explain how an effective channel matrix can help ensure the corporate message cuts across all areas of the business.
Next up is Chelsea Moore, Editor in Chief of Your GSK News, the flagship channel for the 130,000 employees who work for global pharmaceutical giant GSK, and Joe Lees, Internal Channel Manager at GSK. With such a large, geographical and functionally diverse audience to appeal to, Chelsea, Joe and their global team of contributors have a real challenge to engage with everyone. So how do they do it?
Their solution may surprise you – one newsletter for all! Chelsea herself admits the approach is ‘slightly bonkers’ but she and Joe will share how this novel approach to focused content has been a success.
NEW VENUE! The event takes place at 2 Stephen St, Fitzrovia (nearest tube Tottenham Court Road), on Friday 16 November from 9-11am and tickets are priced at £25 + VAT each including refreshments.