From “Reactive and Corporate” to “Strategic and Creative” in 5 (Somewhat) Easy Steps
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
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About Steve CrescenzoSteve 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. |
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About Cindy CrescenzoCindy 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. |
Meet the Board: Get to Know Bill Seiberlich and His Impact on IABC Philly
by Sophia Pasquariello - Meet Bill, a longtime member and leader within IABC Philadelphia, whose dedication to the organization has helped shape its success over the years. Whether serving as chapter president, mentoring fellow communicators, or contributing to key projects, Bill has been a key figure in ensuring the chapter remains a valuable resource for communication professionals.
Cultivating Compassionate Communication to Catalyze Change
The human experience is defined by change. People, organizations, and the communities they serve are always evolving. Communicators are called upon to drive major transformation in organizations amidst resistance, fear and distrust.
In this conversation, we will focus on how cultivating a core of compassion strengthens our ability to guide communication strategies that help to counter resistance, catalyze change, and foster healthy environments.
Objective: Engage communication professionals in exploring the role of compassion in supporting individuals, teams, and leaders undergoing change.
In this 45-minute session, participants will gain:
- A deeper understanding of the role that compassion plays at work.
- A framework for strengthening self-compassion.
- Actionable strategies for communicating with compassion when supporting individuals and teams through change.
About Arlene Amitirigala
Arlene Amitirigala (she/her) is principal & chief communications ctrategist at TrulyArlene Communications. She currently holds the role of Director, Internal Communications at Enercare Inc. based in Toronto, Canada.
A communications strategist with expertise in internal communications, behavioural change, employee engagement, and building a culture of inclusive leadership, Arlene’s career journey spans several senior roles in marketing and communication in the private and public sectors across various industries including tourism, investment banking and manufacturing.
Her experience includes co-hosting an award-winning national radio program, leading corporate communications for Diageo’s West Latin America business and working with clients such as UNESCO and the Caribbean Development Bank. She served on the Board of IABC/Toronto Board 2021-2022 and subsequently held the role of Co-Director of Communications on the Professional Independent Communicators Executive Team.
Born in Jamaica, Arlene studied journalism at the undergraduate level. She holds a postgraduate certificate in Global Marketing Communication and Advertising from Emerson College, a Master’s in Communication from the University of The West Indies, and an MBA with distinction from the Solvay Management School in Belgium.
Having lived for several years in South America and Europe, Arlene speaks both Spanish and French. She maintains a blog at www.TrulyArlene.com and hosts The Change Diaries Podcast.
Beyond the Basics: A Generative AI Masterclass for Communicators
In this engaging and interactive masterclass, participants will embark on a comprehensive journey to launch, expand, and elevate the use of ChatGPT and similar AI tools in business communications. The masterclass is structured in three dynamic hours, each designed to progressively deepen your understanding and skills.
Hour One focuses on launching and expanding your use of ChatGPT and similar tools. Through instruction, demonstration, case studies, and group discussion, you will learn how to start using generative AI on an individual level, and then expand it across teams and functions.
Hour Two delves deeper into applying these tools for project planning, execution, and crisis management, featuring group activities and demonstrations to illustrate advanced functionalities.
Hour Three takes participants to the next level, emphasizing how to use generative AI to help advance organizational goals and exploring the latest developments in generative AI. The masterclass concludes with a final Q&A and closing thoughts on promoting AI integration in your work.
Learning Objective
By the end of this masterclass, you’ll be able to:
- Develop an AI Mindset and Understand Best Practices in Using Generative AI: Develop a new way of thinking about how you work and grasp the best practices for using ChatGPT and similar tools.
- Apply AI Tools to Individual and Team Functions: Learn how to implement AI tools in personal and team settings.
- Apply Generative AI to Major Projects: Discover how to integrate AI in project planning, execution, and follow-up for improved efficiency and output quality.
- Promote AI Integration in Professional Settings: Develop strategies to advocate for and integrate AI in your work environment effectively.
About Matt Russell
Matt Russell is a nationally recognized speaker on generative AI who presented a generative AI masterclass at the 2023 IABC World Conference. He has frontline experience establishing generative AI guidelines, use cases, super users' teams, and training processes for ChatGPT and other generative AI tools.
Formerly an award-winning senior reporter for The Rochester Post-Bulletin, Matt joined Mayo Clinic in 2012. He served as the communications lead for the $3.76 billion Campaign for Mayo Clinic and led Mayo Clinic’s engagement with PBS for the premiere tour supporting the Ken Burns documentary “The Mayo Clinic.” In his current role, he provides strategic communications consultation to the leadership of one of the world’s largest and most prestigious surgical and procedural practices.
Matt holds a bachelor's degree in English from St. John's University in Collegeville, Minnesota and a Master of Business Administration degree from Saint Mary's University of Minnesota.
7 Surprising, New Ways to Increase Opens and Clicks
Featuring Nancy Harhut
Email remains one of the most effective marketing channels out there. But that doesn’t mean it’s easy to get your target audience to pay attention to what you send.
And simply outsourcing your message to AI won’t solve the problem.
Instead, you need to know how people decide to open, read, and respond because that knowledge enables you to create emails that get the job done.
In this example-jammed presentation, you’ll discover seven proven, brain-science-backed ways to increase your email success. They’re easy, ethical, and effective. And best of all, they’ll give you a real competitive advantage.
Key takeaways:
- Discover how people decide to open your emails (It’s not what you’ve been told!)
- Gain 7 proven ways to make the emails you send irresistible—backed by behavioral science
- Take your email game to the next level and crush your competition with these easy, effective creative hacks
About Nancy Harhut
A top-ranked speaker, Nancy’s known for her interesting and actionable insights that focus on the impact of behavioral science on marketing. She's wowed audiences in Sydney, London, Berlin, and all over the US with her high-energy, example-jammed presentations.
The Co-founder and Chief Creative Officer of HBT Marketing, Nancy’s been named one of the 10 Most Fascinating People in B2B Marketing, a Social Top 50 Email Marketing Leader, and a Top 40 Digital Strategist. She and her teams have won over 200 awards for B2C and B2B marketing effectiveness.
Check out her recent book, “Using Behavioral Science in Marketing,” winner of the National Indie Excellence Award, the NYC Big Book Award, the AMA Leonard L. Berry Marketing Book Award, and several other accolades.
Have AI and Virtual Work Environments Changed Networking?
By Diane Streleckis - Technology has transformed how people work from interacting more via video calls and chat (even when we’re in the same office) to having generative artificial intelligence (AI) as an assistant or even a co-worker. How has all this technology affected the human need to connect with others who can help us develop as professionals?
Member Profile: Meet Amy Ashmen
by Sophia Pasquariello - Amy Ashmen, a dedicated IABC Philadelphia board member, currently serves as the national director of communications at Devereux Advanced Behavioral Health.
Pillars for Brilliant Presentations
by Sophia Pasquariello - Everyone wants to deliver presentations that make an impact. However, even the most experienced speakers can find themselves questioning their effectiveness. Communication professionals face an additional challenge, as they’re often in the role of advising others on presenting rather than presenting themselves. Presentation expert Meridith Grundei, founder of Grundei Coaching, has insights on bridging the gap and turning good presentations into unforgettable ones.
The Accessibility Advantage: Revolutionizing Brand Reputation
Free LinkedIn Live event
As PR and communications professionals, you know that your brand's reputation is everything. But today, how your brand is perceived goes far beyond just words—it's about actions, inclusivity, and accessibility. This presentation dives deep into the vital connection between brand reputation and digital accessibility, showing you how making your digital content accessible to all audiences isn't just the right thing to do—it's a powerful strategy for amplifying your brand's impact and credibility.
This practical and engaging session will help PR and communications pros with the tools and knowledge needed to elevate your brand's reputation through digital accessibility.
Key Takeaways
- Discover how digital accessibility directly influences brand reputation in our socially conscious and connected world.
- Learn how investing in accessibility can expand your audience reach, enhance user experience, and drive tangible business results.
- Gain practical insights on seamlessly integrating accessibility into your PR and communications strategies, ensuring your content is both inclusive and engaging.
- Explore ways to effectively communicate your commitment to accessibility, build deeper trust, and position your brand as a leader in the industry.
About Matisse Hamel-Nelis
Matisse Hamel-Nelis is an award-winning Métis communications and digital accessibility consultant based in Toronto. With extensive public relations experience, Matisse is both the founder and principal of Matisse Nelis Consulting and a part-time professor at Durham College, where she developed and now leads the Public Relations Graduate Certificate program. She is the founder and host of PR & Lattes, a podcast and blog that provides a platform for communications professionals to share insights and ideas on public relations, marketing, and accessibility. Matisse is deeply committed to fostering inclusivity and accessibility in all her roles. Certified as an Accessible Documents Specialist (ADS) and a Certified Professional in Accessibility Core Competencies (CPACC) through the International Association of Accessibility Professionals, Matisse is a respected authority on accessibility in digital communications.
Alcantara Discusses IABC and Public Relations in October's South Jersey Magazine
IABC Philadelphia's president, Rick Alcantara, discusses public relations, professional development, AI and more in the October issue of South Jersey Magazine. "His number 1 piece of advice for companies looking to communicate effectively in today's landscape is to 'walk the walk.' In other words, don't just recite certain platitudes, but actually back them up by conducting business in an ethical manner."