For 26 years, Steve and Cindy Crescenzo of Crescenzo Communications have helped employee communicators move out of the role of “content order taker” and into their proper role as strategic communications counselors to the entire organization. They have learned a few things over the years and created this interactive workshop to discuss their five-step process for success and show examples of how it works.  

Gather your data . . . because you can’t do anything without data

• Learn proven tactics for gathering qualitative research: focus groups and interviews
• Of all the metrics available to you with new technology (and there are a lot) which ones do you need to pay attention to?
• How to combine metrics with what really matters: Behavior Change
• How to use data to tell your story to the people who matter

Fix your content . . . because you need to make the important interesting.

• Master the Four Cs of great content: Concise, Conversational, Compelling and Creative
• Learn how to nail the Big Three: Headlines, Leads and Quotes
• Harness the power of visual communication—including infographics
• Use quick, inexpensive multimedia to enhance your content

Build your plan . . . because you need a North Star to guide you

• Develop your Communication Manifesto: What is your overall goal?
• Learn a system for prioritizing your content, so you can “do less and do it better”
• Do a channel analysis, so you know which channels are good at which things

Get the right tools . . . because you need to reach a deskless, hybrid, younger workforce

• What technology do you need to get relevant information to the right audiences
• Learn how to build an interactive, online, mobile community
• Tame the Wild Wild West, aka the company’s e-mail

Measure your results . . . because you can’t assume anything in employee communications

• Use surveys, metrics, quick polls and other simple tactics to see what’s working and what’s not

About Steve Crescenzo Steve Crescenzo is a leading consultant, writer, and speaker who helps communicators worldwide ditch jargon and create engaging, creative corporate content. Known for blending creativity with strategic alignment, Steve has been voted the #1 speaker at IABC’s World Conference seven times. Alongside his wife and business partner, Cindy, he leads the highly acclaimed Employee Communication Master Class and Corporate Content Master Class. Steve has worked with top organizations like General Motors, Mayo Clinic, Target, and McDonalds, transforming their communication content and strategies.

About Cindy Crescenzo Cindy Crescenzo, President of Crescenzo Communications, has over 20 years of experience specializing in communication research, measurement, and strategic planning. Her expertise in data analysis and audience research helps communicators worldwide shift their approach to communication and create strategies that deliver measurable results. Cindy co-leads the acclaimed Employee Communication Master Class and Corporate Content Master Class with her husband and business partner, Steve Crescenzo. She has worked with top organizations like Mayo Clinic, Target, UC Health, and John Deere to transform their communication efforts and strengthen their communication strategies.