Know-How Exchange : Advertising/PR

Hello,

It sounds to me like others don't understand the true value of your organization, hence the lack of respect. Before you can change their perspective, you must educate them on how you contribute to the company (bottom line, external image, employee satisfaction etc. - whatever are the most important measures in your company). Work with your corporate training and development department to see how you can integrate some education about corp comms into their existing portfolio of classes. See if you can get onto the new hire orientation program - get them thinking positively about your org from the day they arrive.

Also, involve them in what you do. Is there any way you can profile team members from other departments? Create a corp comm board made up of members from other departments? Allow them to submit suggestions as to how you can support them? Hold an event, inviting key leaders to see what you do and how you do it?

Their opinions, even though off the mark, will not change until you demonstrate the value of your organization to them.

Best.
William
www.reachcc.com
What have you done for YOUR brand today?

If I were in your position, I'd start conducting in-depth interviews with the people in the company to find out what they think of the Corp Comm department, what they would like from it that they're not getting, how they think it can make the greatest contribution to the company's mission, etc. Schedule time for the interviews and really listen to (and take copious notes on) what they say.

After you've spoken to a representative sample -- the larger the better -- analyze what you've heard/learned. You might find that they have some valid points, and that the department doesn't deserve more respect. Or you may learn that there are some easy things you could do to put points on the board with them, even if they are not exactly what you think the priorities should be.

After you've heard what they have to say and taken whatever actions you think are appopriate based on your interviews, prepare a brief presentation and go back to the people you interviewed and share with them how you used their input. And ask them again for any reactions and/or suggestions. Repeat the process if necessary.

You need to stop playing Rodney Dangerfield and listen to what the constituency is saying. Otherwise they're not likely to change their views. Perception is reality, right?