What was the purpose of the Emmis Communications Internal Communications Matrix?

The matrix was created to support a major change initiative by using various communication vehicles to build brand awareness and influence the company's culture. It systematically identified all corporate communication mediums and their specific objectives.

What types of communication vehicles did Emmis use?

Emmis used a mix of high-frequency and strategic communication vehicles, including a weekly e-mail update, a quarterly newsletter, CEO memos, company-wide conference calls, news releases, and the annual report.

How did Emmis use repetition in its communication strategy?

Emmis believed that repetition across mixed media helps drive messages and influence behavior. They strategically timed announcements, stories, and special events across different platforms to reinforce their strategic goals.

How did Emmis align its employee awards with its new strategy?

Emmis altered the categories for its annual "Emmi Awards" to reflect a shift to a performance-based management system. Managers were encouraged to nominate employees based on results and meeting stated objectives, making the selection process more fact-based.

Why were employees invited to Wall Street conference calls?

Because virtually all Emmis employees were also shareholders, the company viewed its quarterly calls with Wall Street analysts as another form of employee communication and explicitly invited them to listen.

Emmis's Internal Communications Matrix Case Study

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Using a Communications Matrix to Drive Change

To support a significant change initiative, Emmis Communications implemented a comprehensive internal communications strategy. The core of this strategy was the principle that repetition across mixed media is essential for driving messages, influencing behavior, and building brand awareness. The company developed a detailed Internal Communications Matrix to map all corporate communication mediums to their specific applications and objectives, ensuring a coordinated and strategic approach.

These vehicles were used to deliver timed announcements, stories, and special events designed to build momentum for the new culture and brand.

The Emmis Internal Communications Matrix

The matrix outlined the primary vehicles for corporate communication, their frequency, and their intended purpose.

Vehicle	Medium and Frequency	Objective/Use
Emmis Weekly Update	Two-page memo emailed to all employees weekly.	To keep employees connected and informed about company operations, news, and leadership messages.
Emmissary	Two-color newsletter sent to all employees quarterly.	To communicate "bigger-picture" strategic messages, in-depth information on programs, and highlight successes.
CEO Memos	E-mails sent to all employees as needed.	For the CEO to communicate directly and informally on major initiatives, industry events, or to boost morale.
Emmis Announcements	E-mails sent to all employees as needed.	Reserved for important communications regarding company news or benefit information.
Division E-mails	E-mails sent to division employees as needed.	To inform a specific division about relevant company news or initiatives.
Company-wide Calls	Annual conference call with PowerPoint presentation.	Used for major events, such as introducing a new Stock Compensation Program to all employees.
News Releases	Emailed to all employees as needed.	All major news releases, including financial reports, were sent with a short note from the CEO.
Annual Report	Annual print and digital report.	Viewed as a key employee communication vehicle, as most employees were also shareholders.
Quarterly Wall St. Call	Quarterly conference call.	Employees, as shareholders, were invited to listen in on calls with financial analysts.

Reinforcing the Strategy Through Events and Recognition

Emmis used special events and updated its recognition programs to further embed the new strategic focus and culture.

Strategic Events

The annual Managers’ Meeting was redesigned to reinforce the company’s new direction. With the theme “Crank it up! Establishing a New Standard for Performance and Innovation,” the agenda was structured to communicate the company’s strategies on firm branding, leadership, and performance management. Speakers were coordinated to ensure a common thread, and post-event surveys showed that managers had a clearer understanding of the company strategy they were to communicate to their teams.

Aligning Recognition with Performance

The "Emmi Awards," the company’s annual employee recognition program, was redesigned to support the shift to a performance-based culture. Award categories were altered, and managers were instructed to nominate candidates based on results and the achievement of stated objectives. This sent a significant signal to the organization that performance was the new standard for success, moving decisions from being emotionally based to fact-based.

Additionally, the company's Annual Report was used to introduce the new firm brand—Great Media, Great Service, and Great People—to the investor community, further signaling the company's commitment to the new focus to all employees and stakeholders. '''

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Emmis Communications - Matrix