RBC’s strategic business focus

Handling stories with purpose.

Convince the executives of financial services company—who are hard-wired to take hard looks at how and where company money is spent—that you want to do a new, fancy, four-color printed magazine for employees.

It’s not a task many editors would take on. But Edith Galinaitis at RBC (Royal Bank of Canada) recently accepted that exact mission. And she completed it.

The result is a smashing new, twice-a-year, 28-page publication, RBC World. With a frequency of only twice a year, the publication is obviously not designed to be a timely news vehicle. For that role, Galinaitis and her team also created an online publication, InSite, last year. Instead, RBC World is going to do what a print publication is supposed to do: Come in after the fact and add perspective, in-depth reporting and analysis to the news.

The list of stories in the first issue reads like a seminar on strategic communication. Here are just some of the headlines:

• “How we make money: A financial primer on how RBC makes money and how we spend it”

• “Together we’re building the future: RBC employees are making a difference and our clients are taking notice”