Do comms champions add value?

Any seasoned internal communications (IC) professional will advocate creating a network of communication champions across the business to help drive comms/engagement. But does it work? Or does IC end up with a network of people who put up a few posters every now and then?

Below are 7 golden rules I have developed for those wanting to set up a comms champions network or revitalise it. The rules are based on my experience having worked with a wide range of comms champions.

1. Only let those who are competent & passionate about engagement become a comms champion

This seems obvious, but it's critical the right person becomes the comms champion, to avoid an uphill battle. Once appointed, the ICM should meet with them and provide a positive on-boarding experience, explaining their role and answering any questions they may have. It is key the ICM builds & maintains a good relationship with each & every comms champion.

Reality check: I often find the ICM will simply ask site leadership teams (SLT) to nominate someone to be a comms champion for their site and without the SLT knowing what's involved, they suggest someone who:

a) doesn't understand what the role is about

b) doesn't want to be a comms champion but feels obliged

c) their colleagues do not respect

d) all of the above!

2. Co-create a clear purpose statement with the communication champions

This is crucial. By doing this you will not only develop something more meaningful and useful to the organisation, but also have a greater level of ownership & willingness from the comms champions to drive the agenda locally. If you already have a purpose statement, try reviewing it with the comms champions once every 2 years. I would weave the following into the document; clarity on central channels, content submission, feedback mechanism, values & behaviours.

Reality check: It's easy to develop a purpose statement by yourself or with your IC team and then sell it to the board and then tell the comms champions. But I guarantee this won't inspire the comms champions, nor will they have a deeper understanding of what the network is there to achieve. This lack of clarity can lead the comms champions to think it is a menial role all about putting posters up.

3. Meet the site leadership team and explain the value comms champions can add

We all need support and so do our trusted comms champions. Following on from point 1… Find out when the site leadership team are meeting and ask for a slot to explain the role of the comms champion and the value they can add. Regularly check in with the senior leadership team to ensure they are happy with the value their comms champion is adding & if they need any extra support.

Reality Check: Comms champions can often feel alone and pressured to think they are solely responsible for all communication initiatives & activities on site. Regular contact with the central team and other comms champions should help alleviate this. The ICM may be required to challenge/remind the local leadership team that they are responsible for comms not just the comms champion.

4. Have a monthly call with the comms champions

Regular communication from the ICM/IC team with the comms champions keeps them in the loop. For a large comms champion network I recommend a 30-minute call once a month. You can use this call to share the latest news, projects, changes, updates, initiatives as well as best practices. You could ask 1 champion each month to share what they have been working on to drive the comms agenda on their site. It's also a good opportunity for the IC team to ask for content to share in central comms channels!

Reality check:  Not everyone will be able to make the call and contribution may be limited, but that's ok. The fact that the call is regular shows commitment from the centre about the comms champions network & its value. Keep banging the drum.

5. Bring the group together at least twice a year

Getting the comms champions together to share ideas, ways of working, challenges they have or just moan about 'how the leadership on their site just doesn't get comms' is as good a reason than any for me. Best to get them together the night before so they can network & build relationships with other comms champions.

Having a clear agenda is key, don't get them together for the sake of it - develop a POST for the day (Purpose, Outcome, Structure, Timings) and share it with them before the meeting. Try and offer some training & development at the meeting, like a short skills builder session, e.g. how to develop a local magazine or how to run a focus group.

Reality check: Attendance can potentially be low, but don't worry, we are after quality not quantity. There is also the cost of travel, accommodation & food if you are getting them together the night before. If budgets are tight, just reduce the number of meetings and don't meet the night before. Try meeting at different office locations to make it fair on everyone travelling.

6. Regularly change your communication champions

Change is good. Constantly review the comms champions you have and ensure they are engaged & adding value. If not, think about giving the role to someone else. The clear advantages of having someone new is that they can bring fresh ideas, enthusiasm & a different approach to driving the comms agenda. It can be great exposure for the individual and offer the opportunity for personal development.

Reality check: You may have sites where no one really wants to do the role. Or you may have a senior manager who only wants a specific person to do the role. Or the current comms champion could potentially be happy and doesn't want to give the role to someone else. This is where strong situational leadership comes into play and something the ICM must manage with the site leadership team.

7. Develop a communication maturity assessment

If you're serious about developing an effective communication champions network, then this is the rule for you. Co-creating a maturity assessment with the comms champions to measure the impact of communication initiatives on site will allow you to understand the varying levels of comms across your business. But most importantly, it will highlight key areas for the site to focus on to try and improve engagement. For more information, read my article on developing a communication maturity assessment here.

Reality check: This will require real commitment & desire from the ICM/IC Team to develop a structured approach to measuring comms. Trying to organise a workshop with all comms champions to develop the assessment may be a challenge, especially if you have a large geographic spread. It is also a time-consuming process as the ICM/IC Team member must visit each site to carry out the assessment with comms champion. 

Hopefully that helps - either way, please do let me know your thoughts. Do you have a network of comms champions? Does it work? What hints & tips would you recommend to those IC professionals thinking about setting up this network?