Boardroom Services
In the post Enron era, chief communications officers are focusing a considerable amount of time managing issues that have risen to the level of boardroom deliberation. Whether it’s articulating a clear vision for sustainable development or managing shareholder perceptions of corporate reputation, today’s directors are more hands on and more engaged than ever. The chief executive officer is compelled to work with a more active board of directors and he/she is looking to communications as the strategic function tasked with managing the intangible assets of the corporation. For years, leaders of corporate communications have rightfully asked for their “seat at the table,” – to go beyond merely communicating management’s decisions and be a part of the decision making. Now, the communications function at most Fortune 500 companies has its voice and all of the responsibilities that come with it. PulsePoint Group understands the new demands and pressures being placed on the senior communicator. We have worked with and directly counseled C-suite executives around the world. As such, we are uniquely qualified to work with chief communications officers and other C-suite executives to drive strategic communications that support business objectives. We understand the imperative to directly link communications to business results. We have developed innovative ways to measure communications impact and to demonstrate the return on investment that is demanded of every other corporate function that receives the scrutiny of the board.
Reputation Management
Thankfully, the need to defend the importance of reputation management as a direct contributor to business performance and shareholder value is no longer an issue. Today’s senior communications executive is more likely focused on the means by which corporate reputation is effectively managed and the criteria by which it can be accurately measured. PulsePoint Group works closely with the chief communications officers in every stage of reputation management. Whether it’s packaging current initiatives to ensure maximum impact on relevant constituents, or helping to drive focus to disparate activities, PulsePoint understands the critical link between reputation management and business results that drive shareholder value. We also recognize the importance of “taking care of the inside” (employees) so they can help you “take care of the outside.” We work closely with senior communicators to ensure strategic alignment between internal and external initiatives. We do this with a keen focus on directly measuring the impact of both.
Change Management
The current economic environment, combined with major societal issues is leading to unprecedented change in corporations around the world. Whether it is downsizing the workforce, outsourcing manufacturing, or re-skilling the salesforce, PulsePoint has extensive experience in helping companies transform themselves through highly relevant and dynamic communications. We find that many companies make the mistake of starting with shareholders and customers who are often direct beneficiaries of the change, rather first focusing on the employees who are critical to effecting the change. We help senior communications officers message and package transformation initiatives and then help them develop effective strategies for communicating change to all key constituents. The old bran cereal commercial best summarizes our philosophy and approach: “Take care of the inside, and the inside with help you take care of the outside.”
Crisis Preparedness and Issues Management
In today’s online world, a new blog gets created every half second. The world is full of “citizen journalists,” who have fundamentally changed the rules for crisis preparedness and management. Today’s crisis is likely to fester online for days or weeks before mainstream media files its first story. By the time the first story appears, the damage is often done by a viral spread of the conversation, often engaging direct customers and other key constituents. In this new age of transparency, there is a heightened premium on monitoring the online media 24/7, and Google Alerts are not enough. PulsePoint is also working with many companies to re-write their manuals for crisis management. Managing a crisis in the .5- second news cycle is far different than the old 24-hour news cycle. Timely communications is a must, but it also is critical to understand the difference between the “corporate” and “social” voice of the company. Using officious language in a social media channel is the surest way to draw greater scrutiny and mistrust. PulsePoint helps clients define the right voice for each channel. We help design robust online monitoring systems that surface issues before they become significant liabilities. Finally, while things are happening at warp speed in the new digital era and unpredictability is extraordinarily high, we still believe in the value of crisis simulation. We have conducted some of the most elaborate simulations that often leave the participants feeling exhausted, tried, tested … and ready.
Executive Communications and Positioning
It has been estimated that up to 60 percent of the market value of a publicly traded company can be directly linked to the reputation of the Chief Executive Officer. This comes at a time when the tenure of an average CEO is less than four years. The average tenure of a Chief Marketing Officer is three years. Clearly, the newly appointed executive leaders have less and less time to set an achievable vision and an effective strategy for execution. PulsePoint Group is frequently hired directly by CEOs or senior communications officers to help the CEO manage all aspects of his/her communications. We have worked closely with executives at Dell, Continental Airlines, Delta Airlines, Dow Chemical, AT&T, Amgen, among others. We have been involved in coaching new executives and in helping seasoned executives develop and message new initiatives. We have a strong point of view and experience around the CEO’s first 100 days and the tremendous opportunities this period provides to lead change. We also are working more closely with Chief Financial Officers, who are increasingly a major voice for the corporation.
Our work with CEOs and other senior executives also has led us to work with world-class athletes like Venus and Serena Williams, Maria Sharapova, Vince Young and Leonard Davis. We have helped these athletes manage and project their personal brands in a marketplace that scrutinizes their every move.
Message Delivery Training
Someone once said that media training programs are like fruitcakes, there has only ever been one baked and it just keeps being passed around. At PulsePoint, we customize every message session we deliver. We would prefer to throw out the power point and focus directly on the specific needs of the individual. Whether it preparing a CEO for his/her first employee meeting, or sharpening the CFO’s messaging in advance of a financial analysts meeting, we have worked with literally thousands of senior executives both one-on-one and in larger group settings.