The Internal Comms Podcast

Episode 04 – What it means to be the voice of IC

The Institute of Internal Communication (IoIC) is the voice of the IC profession – dedicated to strengthening confidence, credibility and community. And on 12 March, the IoIC celebrates its 70th year.

In episode four, Katie speaks with the person leading the IoIC today – chief executive, Jennifer Sproul.

Jennifer first joined the IoIC in 2015 as Head of Commercial and became CEO a year later. New to the world of IC, she’d spent her career until that point in market research. But during her short time at the IoIC, membership is up, participation in events and training has increased, and members now have The Voice – a new channel dedicated to IC news and insights both in print and online.

Katie and Jennifer discuss the history of the IoIC, the relevance of bodies associations in the social media age and what it means to be the voice of the IC industry.

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Jump to

Jennifer’s first impressions of IC [03:00]

‘I have to be the bridge between the two sides’. Using past experience to get beneath the surface of IC and interrogating the business [5:30]

‘We spend a lot of time talking about measurement in IC. But we haven’t really understood what that means and how you craft that.’ [7.10]

How to get insight and convince people [8.20]

‘If you can’t put a strategy on one side of A4, your boss is not going to have time to listen to it. A really important lesson for convincing.’ [9.15]

‘We give you credibility’. What being a member of the IoIC is all about – and the benefits [10.10]

Is crowd-sourcing on social media a threat to institutions like the IoIC? [11.05]

Why should people go back to the classroom? [14:00]

‘A safe space to talk.’ FutureNet – a place for people who are new to IC [15.40]

Transparency of the IoIC awards – answering the critics [19:20]

‘Measurement is one of the criteria that you’re marked on’. The importance of measurement in winning awards [20:45]

Looking at the IoIC archives and celebrating 70 years [22:35]

‘Will offices disappear?’ The next 70 years – trust, the changing labour market, and technology [28:00]

Jennifer’s highlights from the past few years at the IoIC [30:10]

‘How can we make you better?’ Five quickfire questions [33.19]

Links from this episode

IoIC’s FutureNet network for newcomers

Tweet the IoIC @IoICnews

Voice magazine

The IoIC website

The RSA (Royal Society for the encouragement of Arts, Manufacturers and Commerce) on the future of work

And a list of recommended reads (links to Amazon):

·    Making the Connections: Using Internal Communication to Turn Strategy into Action by Bill Quirke

·    Internal Communications: A Manual for Practitioners (PR In Practice) by Liam FitzPatrick and Klavs Valskov

·    Gower Handbook of Internal Communication by Ian P. Buckingham and Marc Wright

·    Communicating Change: Winning Employee Support for New Business Goals by T. J. Larkin and Sandar Larkin

·    Exploring Internal Communication by Kevin Ruck

·    Talk, Inc.: How Trusted Leaders Use Conversation to Power their Organizations by Boris Groysberg and Michael Slind

·    Humble Inquiry: The Gentle Art of Asking Instead of Telling (Humble Leadership) by Edgar H Schein

·    Start With Why: How Great Leaders Inspire Everyone To Take Action by Simon Sinek

·    The Cluetrain Manifesto: 10th Anniversary Edition by Christopher Locke and Dan Gillmor

·    Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by Seth Godin

·    Tribes: We need you to lead us by Seth Godin

·    and From Cascade to Conversation by Katie Macaulay

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