This Friday, I'm heading down to London for the 2018 IOIC National Awards.
For the second year in a row, it's been my pleasure to judge for the IOIC, and I've learnt a lot along the way – from my fellow judges, as well as inspiration, quality of deliverables and pitfalls to avoid.
I've added a few key thoughts below, and look forward to seeing everyone at the black tie do. Shout if you want to say hello. I'm driving when I get back to Cambridge, so no dancing from me this year... (sorry, Justine!)
Raising the bar
The first thing to say is that the breadth and standard of work has been generally outstanding.
The combination of talents in-house and agency-side has improved since last year, and – in the same way that BBC dramas have been flying recently, Killing Eve/Bodyguard anyone?! – the end products have been superb.
From humorous to serious, the content has been engaging and impactful. There are some killer entries this year, and I'm excited to see who wins on the night.
What's the point?
"You wouldn't do it outside your company, so don't do it within."
No measurement, no award. Pretty straightforward.
If you put an entry in and do not have objectives ("What does good look like?") then the entry won't progress. The number of entries with no metrics associated to them at all, even anecdotal, was surprising.
Set clear KPIs, track activity and measure against your objectives.
The days of not measuring are gone. Time to wake up. You wouldn't do it outside your company, so don't do it within.
Who are you talking to?
Yes – colleagues, employees, us. The team. But people are people. Talk to them at a level that is appropriate.
Be transparent and honest (where suitable), use relevant language and don't try and be someone you're not. If the CEO/chair is wooden, think about someone else. Sense check things before you hire the film crew. Get opinions from key stakeholders and don't be afraid to adapt – or even kill – ideas.
If the message is complex, simplify it. If the message is simple, emphasise it.
Be engaging, authentic and true to your brand/company.
We should know the above points off by heart, but a small fraction of the unsuccessful nominations were (frankly) embarrassing, considering the experience of the companies and comms-people involved.
That said, this Friday's event will be great – the country's best and brightest internal communicators 'locked' in a room with booze, food, music and some raucous, deserved applause. I can't wait.
See you there.