8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairperson’s Opening of Day One & Presentation:
Succeeding At Internal Communications While Overcoming The Changes In The Economy And Society

The field of internal communications is ever-changing to match broader changes in the economy and society. Some of the major shifts include markedly higher expectations for trust, transparency and engagement, with a backdrop of “do more with less.” The traditional “message management” role is insufficient in this new reality.
 
After reviews of recent research and thinking about broad trends in internal communications, you will walk away from this session with a better understanding on how to influence conversations around a strategic narrative, and the skills needed to succeed in this new role.

Jeff Brooke, ABC, Principal
Organizational Change & Communications
MITRE
former Director Employee Communications Office at U.S. Government Printing Office

9:30 a.m.

If You Ask … They Will Tell: Using a New Type of Employee Feedback Channel to Change the Work Place

At the beginning of 2012, the new Acting Public Printer of the U.S. Government Printing Office (GPO) said she wanted to know what was really on employees’ minds, especially those who were close to the work. The Office of Communications developed What’s on Your Mind? – a direct and confidential feedback channel straight to the Acting Public Printer. Work life hasn’t been the same since!
 
From the strategic to the tactical, you will hear:

• Strategic uses for this communication channel
• Practical tips on cost-effective implementation
• How to use the information gathered to change the work place
• How to follow-up and acknowledge employee feedback while honoring confidentiality
• How to measure effectiveness

10:15 a.m.

Break-Out Blitz! Network And Discuss Strategic Internal Communication Challenges With Your Fellow Conference Attendees

This session will open the conversation by connecting you with other conference participants and gain greater understanding into many similar issues, concerns, and challenges that your peers are also facing. Become acquainted with your fellow conference attendees in this fun and fast-paced forum!

11:15 a.m.

How To Help Employees Recognize The Value They Contribute To Their Organizations During Times Of Change

Your 2012 budget was a punch in the stomach, and 2013 looks like it won’t be getting any better. You’re trying to respond by focusing on what you do best and throwing the rest overboard, and as part of the communications staff, it’s your job to get the rest of your bureau fired up to do the same thing.

It’s hard to sell big strategic change from headquarters down to everyone who does the real work in the field when they’re just trying to stay above water. So how do you help people see the big picture while asking them to engage in things that they don’t see as valuable to their own situation?

In this session, you will learn how to:

• Engage employees in strategic direction setting that they don’t yet understand or value
• Open up, formalize, and organize employee idea sharing
• Turn dirty words like consolidation and efficiency into grounds for constructive discussion and problem solving

David Hebert, Internal Communications Chief
U.S. GEOLOGICAL SURVEY

12:00 p.m.

Making Communication "Contagious":
How To Guide Employee Messaging

The movie Contagion, a star-studded film about the outbreak of a deadly pandemic, was filmed in part at the Centers for Disease Control (CDC) this past year. This was a great experience for CDC employees but the communications department knew that they needed to guide the messages that employees might pass to the public, friends and family.

Find out how the CDC used this work of fiction to:

• Educate employees during big events so external messages are accurate
• Use their intranet to build brand ambassadors among their employees
• Use storytelling as a way to encourage conversations and build staff morale

Kathy Nellis, Public Affairs Specialist
Centers for Disease Control and Prevention

12:45 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for a themed lunch with an informal discussion surrounding a specific topic. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing internal communications concerns.

2:15 p.m.

How To Use Social Media To Spread Information To Global Employees And Build Community

Social media can instantaneously connect users within a global network from anywhere in the world. The Army has chosen to take a proactive approach to social media and in doing so, has built a massive social media following on Facebook, Twitter, YouTube and Flickr. They use social media to communicate, not only with the public at large, but also with active-duty Soldiers on an installation. Dozens of units are picking up on this trend and having much success while doing so. Social media is no longer just about telling a story, it's about building a community and keeping everyone connected.

The only way to truly ensure that the correct message is being shared is through the timely release of accurate information, and the Online and Social Media Division can help other Army organizations do just that. With millions of followers on Facebook and Twitter, the Army can spread messages and themes around the world instantly with the simple click of a mouse.

From the innovative and ground-breaking experiences of the Army, you will learn valuable ways to use social media for your own internal communicates efforts.

SSG Dale Sweetnam, Noncommissioned Officer in Charge Online and Social Media Division
U.S. Army

3:15 p.m.

Developing A Social Media Strategy Starts Within And Can Be Used To Reach Beyond Your Traditional Audience

Health disparities have been, and continue to be, a public health challenge.  When it comes to cancer, these differences are particularly obvious as many members of special populations experience a greater cancer burden by some measures. In response to this, the National Cancer Institute (NCI) developed a unique communications component to reach these populations with important news and information about cancer. In the past year, NCI’s minority outreach effort has reached new heights through pioneering and embracing social media.

The results from employing social media are promising, whether it be steady growth of followers on Twitter or hits for cultural cancer awareness ides on YouTube. Many aspects of the strategy developed for using social media for minority outreach can apply to internal audiences as well as other specialized audiences.

• Learning how social media tools can enhance and increase the reach of traditional media tools
• Ways to tailor your information on social media, especially YouTube, as a way to personalize the broadcasting of important communications
• Learning how to use social media as a great way to point people in multicultural communities to government resources
• Knowing how to select the appropriate social media tools for special audiences -- one size does not fit all

James Alexander, Public Affairs Specialist, Office of Communications and Education
NATIONAL CANCER INSTITUTE

4:00 p.m.

Beyond Surveys: How To Measure The Effectiveness Of Your Internal Communications

Leaders are often asking us to show them that our communications are effective. But how exactly do you do that? Especially in these times of tight budgets and limited resources?

• How demonstrating communications effectiveness doesn’t have to mean pricey all-employee surveys or costly consultants
• The communications planning process and template used at the FBI
• How to evaluate results through the use of formal and informal, quantitative and qualitative ways you can show that your communications are making a difference

Terrie Santamaria, Communications Advisor, Employee Communication
Cyndy Kaufman, Unit Chief, Employee Communication
FEDERAL BUREAU OF INVESTIGATION

4:45 p.m.

More "How To's" To Help You Get The Work Done:
An Interactive Panel Discussion With Today’s Participants!

Need to dive deeper into specific topics? Want more details? Here’s your chance! Interact and ask questions amongst the group to help you brainstorm and innovate your own internal communications plan. Digest what you’ve learned and apply it to your own initiatives to get feedback and ideas for improvement.

5:15 p.m.

End Of Day One & Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of Washington, DC's fine dining while you continue to network with your colleagues.