Changing behaviour for better business


This year the CIPR inside conference is all about changing behaviours. When I took over the role of Chair back in March I knew that being in house gave a me a different view on things from my agency predecessors and I wanted to bring some of my challenges forward.

Over the years my role has changed, not just in the role I’m in now but ever since I started in the world of communications 10 years ago.

When I consider the challenges I face today they include:

– Leadership buy in

– Making sure the communication has an impact and does what the business needs it to do

– Managing culture change

But these challenges change as the business changes so while the second point is a big one for me at the moment I wasn’t sure if it would be for everyone. That’s where having a great committee comes in and as we thrashed out the skeleton of the conference I realised I wasn’t alone. It really dawned on me when I met with an agency who showed me a great campaign. Their measurement was the number of people who understood the message and felt engaged with it. I found myself asking so what? There must have been business drivers behind the campaign so let’s get that in as the measurement.

And so my thinking and my plan for CIPR inside started to evolve.

As a committee we decided to shake up the traditional format. We want to bring the case studies in but we also want to bring in elements of an unconference and give people a chance to share and talk about their stories.

This year our conference hinges around this. We have a keynote speaker to get our minds working and then four lightning talks from various people across the business. Talking about digital, measurement and more all aligned to how it changes behaviours. The plan is to use this content to spark discussion and give all delegates the chance to go and talk in groups about these topics before lunch.

After plenty of discussion, lunch networking with peers and our sponsors we then go into a few great case studies, some leading research and a panel discussion.

I want this day to be fun, informal and informative. We all face challenges that change from time to time but none that others haven’t faced before. Spending a day out of the office and with people who do the same as you is one of my favourite ways to learn and benchmark my activities.

So will you be joining us on 2 October?

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