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Getting the internal right is key to getting the external right - right?. Denise Mackay Strategic Communications Manager Statistics New Zealand. UNECE Work Session on the Communication of Statistics. Berlin, 27 – 29 May 2013. Introduction.
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Getting the internal right is key to getting the external right - right? Denise Mackay Strategic Communications Manager Statistics New Zealand UNECE Work Session on the Communication of Statistics. Berlin, 27 – 29 May 2013
Introduction • Often internal communications is a poor cousin to external communications • Effective internal communications is a key enabler of employee engagement • Engaged employees are the most effective organisational champions • Getting it right inside is necessary before you can ever get it right externally
About us Statistics NZ is: • a government department • NZ’s national statistical office, major provider of official statistics, leads the Official Statistics System • administrator of the Statistics Act 1975 • based in Auckland, Wellington and Christchurch • been around for almost 100 years • has almost 1100 staff
Change • To operate sustainably into the future, Statistics NZ knew it needed to change • Four key drivers of change: • Needed more efficient and sustainable ways to collect, manage and disseminate data/information • Needed to meet Government expectations • Needed a stronger customer focus • Needed the right staff for the future
Vision • Government funding for transformation project over 10 years • Statistics 2020 Te Kapehu Whetu – to ensure NZ increasingly gets the information it needs to grow and prosper
Communicating the need for change • No significant change for 40 years • Internal production focus • Not ready for external engagement • Staff engagement and acceptance KEY
Enhancing staff engagement • Creating the story
Enhancing staff engagement • Creating the story • Champions
Enhancing staff engagement • Creating the story • Champions • Real and sustainable
Enhancing staff engagement • Creating the story • Champions • Real and sustainable • The external story
Taking it outside • Engaging externally • Strategic Stakeholder Engagement • Outside in • External channels
Conclusion • Internal audience must be convinced before you can convince the external audience • Positive and engaged staff are the best advocates • Communications can enable this • Temperature check internally before you go out – then make it purposeful • Go for it!