Jan Tratnik Consulting
- communications planning
to meet business goals - corporate/nonprofit partnerships
to achieve exceptional value - engagement strategies
to build stronger brands - coaching
to enhance communications performance
About
Jan Tratnik's career in communications and public affairs spans thirty years in leadership roles for corporate, professional service and not-for-profit organizations. A native of St. Louis, Missouri, Jan has spent the majority of her career in the Chicago and Boston business communities.
Jan has global expertise in all facets of communications and public affairs. Her service to clients focuses on communications coaching, strategic communications plans and building strong partnerships in corporate social responsibility.
Jan has provided her services to a range of corporate and not-for-profit organizations including Morton International and the Morton Salt Company; W.W. Grainger, Inc.; Rush Neurobehavioral Center; USG Corporation; ThyssenKrupp; Northwestern University; The American Bar Association; Greater Illinois Alzheimer's Association; The Balanced Mind Foundation; American Red Cross National Headquarters and American Red Cross of Greater Chicago.
The American Red Cross has recognized Jan's leadership as a national recipient of both the President's Award for Excellence and the Chicago Chapter's Wesbury Award.
Approach
In an increasingly networked environment, it is not the loudest voice that will have the greatest impact, but the one that carries the most salient message. Communications strategies must promote transparency, credibility and leverage multiple channels. Businesses of today are engaged public citizens creating meaningful partnerships to ensure resilient and sustainable communities.
Strong partnerships and impactful communications reflect the power of strong brands and dedicated people. Jan Tratnik Consulting helps businesses create effective communications and relationships that align with business goals by:
- Creating integrated communications plans that promote corporate brands, position organizations and offer strategies that reach all stakeholders for best outcomes
- Coaching individuals to build engaging communications styles
- Designing and facilitating team workshops to develop communication management
- Recommending strategies and tactics for successful community partnerships
- Orienting leaders to strategies and best practices for corporate social responsibility
Goals are best achieved by thinking, listening, planning – then speaking.
Case One: Morton International
“Jan is very experienced as a public speaker and her ability to coach executives in
– Carol N. Panozzo, former VP, Morton Salt
effective presentations is exceptional. Having worked closely with her as a business colleague for
many years, I have had the opportunity to see the results of her work.”
Issue: The company's road salt business with a state transportation department was at risk due to proposed legislation excluding road salt from the state's procurement program giving preference to local contractors.
Solution: Jan worked closely with Morton Salt executives and consultants to craft a crisis mitigation plan. The effort called for testimony before the state's Senate Finance Committee and a grassroots community letter writing campaign engaging the local workforce of Morton. Strategic communications, spokesperson preparation and media outreach were key components.
Results: The combined effect of this multi-faceted and expediently executed plan resulted in a successful lobbying effort, favorable press and the retention of Morton Salt's road salt business with an important customer.
Case Two: W.W. Grainger, Inc.
“Whenever a challenging issue required a strategic approach, I relied on Jan Tratnik.
– Nancy A. Hobor, former Grainger SVP, Investor Relations & Communications
She developed creative, integrated plans that solved problems.”
Issue: When W.W. Grainger, Inc. adopted a new tagline "For the Ones Who Get It Done," company stakeholders were not sure of its meaning.
Solution: Jan and her team created a strategic plan to recognize and reinforce great customer service consistently in all internal and external communications channels. A campaign was launched to introduce new brand guidelines and a strong network of storytelling spotlighted those employees whose efforts reflected action above and beyond to help customers and communities. The tagline was incorporated consistently in external communications including speeches and media coverage.
Results: Employees embraced the meaning of the tagline in their daily activities, formed work teams around the theme and included "For the Ones Who Get It Done" in customer conversations and community charitable events. Consistent reinforcement enhanced the understanding of the Grainger brand.
Case Three: American Red Cross
“Jan Tratnik epitomizes everything one would hope for in a partner. I worked closely with Jan
– Roger Lowe, Senior Vice President, Communications, American Red Cross
on external and internal communications with two partnership projects. Jan was smart, strategic and collaborative in finding ways to talk about the importance of these initiatives to the Red Cross, employees and to the affected communities.”
Issue: During Hurricane Katrina, businesses wanted to offer employee volunteers for the Red Cross. However, there were no quick, easy ways for them to organize their workforce and support volunteerism.
Solution: Jan had created a philanthropic focus in disaster relief with the American Red Cross. Having successfully launched the American Red Cross "Ready When the Time Comes" disaster volunteer program and fostered W.W. Grainger, Inc.'s sponsorship of the program in Chicago, Jan advocated for the company's multi-million dollar grant to help the Red Cross launch the program nationwide.
Results: More than 15,000 employees from 500 businesses across the country have trained as Red Cross disaster volunteers helping local communities. The American Red Cross and Grainger received national recognition from the U.S. Chamber of Commerce for most outstanding partnership between a corporation and not-for-profit organization.
Thinking Before Speaking
My mother always said, "Think before you speak." As a budding conversationalist, it took me awhile to appreciate that simple wisdom. Eventually I understood that thoughtfulness made me a more engaging conversationalist and kept me out of trouble, and that having a plan helped me navigate the social landscape with ease and success. I took this advice even further as a communications professional in challenging environments, where reaching audiences with the right messages and building loyalty were critical.
So how does "Think before you speak" fit in this fast-paced, digital age when millions of people have instantaneous connection and retaining your credibility is a daunting mission? We know that the margin for misstep is thin. But having a cautious mindset shouldn't stop you from joining the conversation. The opportunities to influence and achieve positive results are greater than ever. All the more reason to practice "thinking before speaking," which simply means: know your target audience; have a clear and helpful message; plan for a positive outcome and use your time well.
