8 ad tactics for corporate communicators

An advertising executive suggests how to make your push for organizational change more effective

If you are charged with internal communications and expect to impact an organization’s culture or operational practice, you cannot ignore the “best practices” developed in political and consumer marketing.

Getting an organization to act differently internally and externally requires a nuanced set of communications skills that leverage employees’ life experiences and account for simultaneous skepticism and a willingness to believe in a corporate mission.

Organizational change is hard to do and even harder to communicate. You must account for inertia, habit and anxiety and make your case in a very tough employee marketplace of ideas and opinions. Consider these nine tactics in shaping your corporate communications programs.

1. Create a party line. Articulate a clear, concise policy line and demand active adherence from all levels in the organization. The existence of a clear point of view—well articulated short and long term goals will direct and orient the organization. The slogan should be a double entendre and be able to stand up to frequent use and snickering.