From cascade to conversation

We have only scratched the surface of what we can achieve when individuals inside organizations communicate with each other effectively. That’s the conclusion of Katie’s year-long research project into the future of employee communications.

Broadcasting to employees is dangerously archaic in today’s digital age. People everywhere have found their voice. We no longer passively receive the message: We share and shape it together. Today, smart organizations are realizing wisdom and knowledge do not sit at the pointy end of the pyramid. Both trends have profound consequences for internal communicators.

Content and opinion are no longer things we own, control and disseminate—but things we must build with our audiences. This requires new skills and—crucially—a new mindset. Katie’s presentation gives practical guidance for communicators wanting to make a shift inside their organizations away from broadcasting messages towards genuine, productive dialogue.

In this session, you’ll learn:

  • How to make content and channels more conversational. Even print can be interactive!
  • The skills we need as communicators and leaders to foster conversation.
  • Lessons from those organizations making this shift.
  • Making it personal—what makes a great conversationalist.
  • Why disaster strikes—the danger of telling, not asking.

TrackEmployee engagement
Career LevelStrategic adviser
Date and Time: Monday at 3:30–4:30 p.m.

katiePresenter / Katie Macaulay / United Kingdom,
is managing director of AB, the U.K.’s longest established employee communication agency, founded in 1964. During a career in communications spanning more than 20 years, Katie has worked with UK and international organizations in almost every industry sector, including Barclays, The London Stock Exchange, Novartis, Roche, Royal Mail and the British Red Cross. She is a regular speaker and author of “From Cascade to Conversation–Unlocking the Collective Wisdom of Your Workforce.”




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