Outcome

RBM has been able to consistently communicate the change narrative in a relatable and recognisable way. Leadership is fully aligned and empowered to speak to change and progress and facilitate dialogue with the workforce. The communication material produced in support of the change programme clearly reflects the leadership commitment to listening, and acting on what they hear, which has promoted trust and credibility amongst the workforce.

Communication response:

R&A assisted Rio Tinto’s Richards Bay Minerals operation by conceptualising, developing and implementing a communication programme in support of their culture change. This included developing a programme identity that was interesting, relatable and could go the distance over the phased approach the company adopted to roll out the culture change. The programme is ongoing and to date R&A has contributed the following:

• Development of a mountaineering analogy called One Team, One Journey that has been carried through not only the specific responses to the Everyday Respect report, but through numerous aspects of stakeholder engagement and the RBM employee value proposition.
• Advice, content and designed collateral to articulate report results, actions and further survey findings towards complete transparency about what needed to change and how.
• Packaging of toolkits, FAQs, speaking points and summarised findings to empower leaders and inform the workforce.
• Development of a launch programme, speeches and design of a manifesto to explain the culture change and illustrate leadership support.
• Ongoing communication support to articulate and communicate progress made, through channels such as Townhall presentations, animations, social media content, briefs and toolkits.
• Guidance in interpreting the One Team, One Journey analogy into a career development programme, a graduate programme and stakeholder engagement forums.
• Ongoing support through the provision of key messaging and adjustment of the narrative as programme targets are achieved (facilities upgrades and implementation of policies supporting a respectful workplace, for example)