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Developing Internal Communication for a Global Audience

October 29, 2015 @ 6:30 pm - 8:30 pm


Global companies want to ensure message consistency and to focus employees on the overarching corporate strategy and objectives. But are communication campaigns designed at head office always the most effective way to accomplish those goals? HSBC’s global communications team aimed to find out, conducting original research inside HSBC, one of the world’s largest banks. The ongoing year-long project, involving five teams from around the world, has yielded new insights to both the researchers and the participants.

Join us at the top of HSBC’s global headquarters for a session including the research team behind the project:

  • Deborah Gunning, Senior Communications Manager, Global Campaigns, Culture and Insight, HSBC
  • Jo Alexander, Head of Communications, Latin America, HSBC (joining via video link)
  • Dr Barbara Gibson, researcher, lecturer & consultant

Explore ways to create campaigns with a higher chance of being effective across many cultures. Discover how you can create more intercultural awareness amongst your communication team. And learn about what works (and doesn’t work) in different cultures.





Deborah Gunning is a senior communications manager within the Global Campaigns, Culture and Insight team at HSBC. Since 2009, she has held numerous communications roles at both country and global levels within HSBC, presenting a breadth of different perspectives and unique challenges. She has extensive experience of strategic development and local delivery of multi-cultural campaigns.


Jo Alexander leads communications for HSBC in its Latin American region. This is her fifth role for HSBC and the third region she has worked in during her six years with the company. Previously she was global head of employee communications for HSBC and she has 11 years experience in leading employee communications for large global companies. She has won several industry awards, including a Gold Quill Award for an in-house communications training and development program.


Barbara Gibson, Ph.D., is a consultant, researcher and lecturer focused on intercultural communication and global business. She is on the faculty of Birkbeck, University of London, as well as Syracuse University London. Her recently completed doctoral research explored “Intercultural Competencies Needed by Global CEOs.” With more than 25 years’ experience as a business communication professional, she has worked with companies worldwide, and currently serves as committee vice chair of CIPR International.





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