Employee Communications Q&A with Krystal Scordo, Manager of Marketing and Communications at Ball Aerospace

    Employee Communications Q&A with Krystal Scordo, Manager of Marketing and Communications at Ball Aerospace


    Employee communications is an integral part to any organization, small or large. To learn more about this facet of public relations we sat down with Krystal Scordo, the manager of marketing and communications at Ball Aerospace.


    Tell us a little about your current roles and duties as the manager of marketing and communications at Ball Aerospace.


    As part of the marketing and communications department at Ball Aerospace, I manage a team that is focused on employee communications and engagements where we inform, involve and educate all Ball Aerospace employees spread across several locations both inside and outside of Colorado.


    Our work typically consists of curating content for our owned channels (i.e. intranet, digital signage, etc.) and partnering with our leadership and stakeholders to develop strategic communication plans. We are the trusted communications advisors to the business and we either own or support at least two dozen employee events throughout the year. We are a small, but mighty team embedded within an amazing marketing and communications department.


    What PR skills do you mainly use in this role?


    In my position, six skills stand out as the most useful:

    1) Trusted relationship building is huge, you need to know who the key players are, and continuously build and foster trusting relationships with them.

    2) Solid writing skills are a must, as our job consists entirely of writing. This includes internal stories, presentations, intranet sites, digital screens and knowing how to be clear, concise and engaging.

    3) Storytelling is an important skill if done correctly, as stories will resonate with your audience more effectively than a bland communication full of corporate jargon.


    4) When it comes to creativity, I like to tell my team, “Let’s throw noodles on the wall and see what sticks!” Pitching fits well with this approach to creativity, as once you have an idea you like, it’s time to pitch it to either your supervisor or a leader in the business.

    5) Know your audience and tailor your pitch to them.

    6) Creating opportunities to converse with your audience and truly listen to them can result in great learning opportunities.


    What is the most rewarding part of working in employee communications?


    For me, the most rewarding part is by far being a voice to, and for, our employees. We are in a unique position where we work very closely with our employees to understand what they need, how they want to be communicated to, what’s important to them and from there we must deliver. Prior to my position at Ball, I was the head of PR for another aerospace company where I was spending a lot of time doing external facing work. In that position I never really stopped to consider the employees and their experience. Now in my current position, I love being able to be an advocate for the collective employee voice – it’s very rewarding!


    What challenges have you faced in employee communications?


    It sounds cliché, but I am a glass half-full person, so I try to reframe challenges as opportunities. One area of opportunity that we are focused on for 2020 is making our communications stand out in a very crowded and noisy environment. Studies show that we receive 4,000 to 10,000 advertisements a DAY. Getting the attention of our employees in this day and age is difficult, so we are conducting more focus groups and internal surveys to hear directly from our workforce on what we need to do to stand out. This is particularly necessary for communicating important topics like change management, which is always a constant challenge.


    What do you recommend to PR pros who are interested in jumping into employee communications?


    There are many ways to do so, one is building your network and making connections. There are so many ways to do that, with attending meet ups and conferences, like the PRSA Employee Communications Roundtable for example. You could also identify someone that is in a role you aspire to have and seek to understand their job and responsibilities. Feel free to invite me on LinkedIn if you want to connect!


    The wonderful aspect of PR and communications is that your skills can be applied to any position or area of focus, be it internal or external. You just need to know how to speak to and tailor your message to your audience. And if you’re still a student, get an internship, because it’s the least risky way to find out what you like – and more important, what you don’t like – in a profession!

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