Western Banker - November/December 2016 - 13

Managing Your Bank's Reputation by Taking an "Inside-Out" Approach to Communicating News By Casey Boggs, President, LT Public Relations B ankers preparing to make a significant public announcement - ranging from an acquisition to communicating about a cyber-security crisis - should take an "inside-out" approach to distributing information. This strategy can help manage your reputation and control social media wildfires that might otherwise put the bank on the outside looking in at its own news. An inside-out approach means prioritizing information accordingly by talking to your executives, staff and customers first. Addressing employees first and foremost can go a long way to helping your bank manage its reputation. Without clear communication, employees are left to draw their own conclusions and misinformation can spread quickly. Sounds obvious, right? Yet, in my 23 years of business experience, I've found that internal audiences are some of the most frequently overlooked. Across the board, from financial services companies to healthcare clinics, communication from the top down to employees regarding company direction or news items should be a higher priority. It can also be more valued - 60 percent of internal communicators are still not measuring internal communication, according to the International Association of Business Communicators (IABC). So what is the best way to spread information? Take a strategic and sequential approach. Here is our firm's recommended order of priority to help you manage your bank's reputation internally and externally when releasing key communications. Layer 1: Executive Leadership Better communication begins by solidifying your approach with key leadership and the board. It is imperative that executives communicate to staff with confidence and clarity in a unified voice. Confidential information must be handled at the top first, but once leadership determines the right messages, a communications strategy can be determined that includes your staff. Additionally, a brief message unity training exercise with the leadership team can ensure everyone is "singing from the same hymnal." Layer 2: Staff (including call centers) As the importance of your communication rises, so should the level of your internal communications efforts. Certain messaging should be presented in person, or through small group meetings; other information can be relayed by email or other internal channels. Employees need to understand what is happening, what it means for them and the bank's Western Banker November/December 2016 13

Table of Contents for the Digital Edition of Western Banker - November/December 2016

A Message from the President & CEO
Back to the Future to Manage Portfolio Performance
The WIB App Store
Managing Your Bank’s Reputation by Taking an “Inside-Out” Approach to Communicating News
Interest Rate Risk and ALM: Most Institutions Are Doing it Wrong
Everything Old is New Again — Updating FCRA Compliance in a CFPB World
Professional Development
Secrets to Employee Engagement for Bank Managers
March of the Millennials: Cultivating Relationships Within the Digital Generation
Welcome New Members
Index of Advertisers
Western Banker - November/December 2016 - cover1
Western Banker - November/December 2016 - cover2
Western Banker - November/December 2016 - 3
Western Banker - November/December 2016 - 4
Western Banker - November/December 2016 - A Message from the President & CEO
Western Banker - November/December 2016 - Back to the Future to Manage Portfolio Performance
Western Banker - November/December 2016 - 7
Western Banker - November/December 2016 - 8
Western Banker - November/December 2016 - 9
Western Banker - November/December 2016 - The WIB App Store
Western Banker - November/December 2016 - 11
Western Banker - November/December 2016 - 12
Western Banker - November/December 2016 - Managing Your Bank’s Reputation by Taking an “Inside-Out” Approach to Communicating News
Western Banker - November/December 2016 - 14
Western Banker - November/December 2016 - Interest Rate Risk and ALM: Most Institutions Are Doing it Wrong
Western Banker - November/December 2016 - 16
Western Banker - November/December 2016 - 17
Western Banker - November/December 2016 - Everything Old is New Again — Updating FCRA Compliance in a CFPB World
Western Banker - November/December 2016 - 19
Western Banker - November/December 2016 - 20
Western Banker - November/December 2016 - Professional Development
Western Banker - November/December 2016 - Secrets to Employee Engagement for Bank Managers
Western Banker - November/December 2016 - 23
Western Banker - November/December 2016 - March of the Millennials: Cultivating Relationships Within the Digital Generation
Western Banker - November/December 2016 - 25
Western Banker - November/December 2016 - Index of Advertisers
Western Banker - November/December 2016 - cover3
Western Banker - November/December 2016 - cover4
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