Embedding communication into the business strategy Anna Cousins Asia-Pacific Marketing Manager
Embedding communication into the business strategy
Anna CousinsAsia-Pacific Marketing Manager
Agenda
? Articulating the importance of communication and its benefits in terms of ROI
? Influencing senior leaders to adopt communication as core business
? Building a business case for corporate communication
Agenda (cont)
?Working with leadership, marketing, finance and HR to understand wider objectives
? Delivering the communication strategy against the firm’s goals and brand
? Communicating consistently to diverse audiences –internal and external
Brand strategy helps firms …
? Differentiate from competitors? Create a price premium? Enhance profit margins? Encourage buyer loyalty
Enduring brands become market leaders through consistent delivery to buyer expectations
Professional services
? Technical expertise, even excellence or quality, is a given – price of entry
? A “people business”? Clients demand high service levels? Align organisational behaviour with the external brand
promise – link brand values to people management
Communication is critical to the process
Differentiation of law firms
? Larger commercial firms – full-service capacity, complex high-end work
? Niche firms – excel in one practice area? Volume-driven commoditised business (conveyancing,
insurance/personal injury)?Geographic / Demographic market? Alternative pricing models - new
Communicate what makes your firm special
A global firm
Snapshot
130 partners and >250 other lawyers in 13 offices:? Europe – London (head office), Paris, Rouen, Brussels,
Geneva, Piraeus?Middle East – Dubai? Asia Pacific – Hong Kong (1978), Singapore (1991),
Shanghai (1999), Melbourne (2006), Sydney (2009), Perth (June 2011)
Fit purpose to strategy
Long-established in shipping ...
? Sailing-ship owning Holman family forms shipping insurance associations (1832-70)
? John Holman & Sons moves to City of London (1873)
? Frank Holman, of John Holman & Sons, sets up as a solicitor (1883)
… but on the move
? Re-branded in 2008, deleting the '&' from name? New logo and visual identity? Firm converted to LLP status in 2009? Tagline: “Lawyers for international commerce”
Lawyers for International Commerce
Key messages
? Tagline - Lawyers for international commerce? International law firm with offices in Australia, Asia-
Pacific, Middle East and Europe? Depth of experience, longevity and resources in Asia-
Pacific region
Key messages (cont)
A sector-focussedbusiness strategy:? Commercial? Corporate, Projects &
Finance? Insurance & Reinsurance? Shipping & Transport? Trade & Energy
Key messages (cont)
HFW has a diverse client base:? Ship owners, operators, ports and shipyards ? Logistics providers and supply chain managers? Commodity houses and traders ?Mining companies? Energy companies and oil traders ? Banks and other financial institutions ? Private and public companies? Insurance underwriters and brokers … and more
Key messages (cont)
? Need to communicate differently?Open and personable communication approach breaks
down typical barriers existing between:- clients / law firms- partners / employees- marketing / human resources / finance
? “People you can work with”
Key messages (cont)
? Vast global experience in emergency and crisis management wherever it occurs in the world
? 24-hour emergency service
Internal communication
? Aust managing partner highly visible? Holmanet intranet - information-sharing?Monthly “international lunch” for all staff
? Established social networking sites – Yammer??Own online communities of interest? ?Managing Partner’s blog - share ideas, feedback,
dialogue, collaborate?
Structuring the Firm to Deliver
Communication strategy fits purpose
? Articulate market-leading position in established areas? Demonstrate social responsibility and commitment to
sectors on which we focus?Manage the client experience and delivery
Communication fits purpose (cont)
? Foster global collaboration and teamwork across ten countries (and different cultures)
? Build the profile in new markets ? Support recruitment – hiring in Australia
In tough times …
? Competition threatens client relationships?Media looking for bad news ? Everyone must champion the brand? People feel unsettled and look to leaders for clarity
Clear, consistent communication is important
Leaders must …
? Keep communicating – remind clients/staff/suppliers of the big picture
?Make time to (deeply) understand audiences –particularly clients
?Maintain trust via personal communication –face-to-face becomes more important
? Demonstrate value – as competition intensifies
Not …
? Create a communication vacuum?Over-communicate – looks nervous? Fear new media – embrace it?Grind to a halt – stay agile
In tough times … get personal
Unified purpose – on message
Storytelling – campaign leveraged the power of leadership oratory
Walking the floor – from backstreets to boardrooms Obama fronted up
Kept communicating –even when time (& questions) got tough
Audience centric –tweaked messages for different stakeholders
Celebrating success – wins used to fuel campaign motivation
Summary
? Communication must fit the wider strategy?Work with HR to align culture and behaviours with
external brand promise? Reflecting brand consistently – internal/external? Leaders must communicate firm’s vision …
and fill information vacuums
Lawyers for international commerce
hfw.com