The death of Internal Comms?
In another interesting post, Richard at Inside Out asks some interesting questions about how the future will change for Internal Comms professionals.
He highlights change into operational networks rather than managed communication hierarchies – in truth these changes are taking effect already, as harassed professionals use a variety of methods to prune their email overload – some here – some more ruthless.
I use filtering in Outlook to move corporate briefings to another folder which I’ll read when I get chance to, in an airport/station, when I’m grabbing a coffee.Some colleagues filter out *anything* that is cc’d to them. Basically, they are making a choice to try and tone down the CYA emails.
How do you make me read your message? Well, in truth, you can’t. You have to make me want to know what’s important, and good internal communicators know this. Make it easy for me to get the message when I want it; make it snappy to read; keep the format consistent. Then I might read it.
Sending a weekly dirge of “What’s happening in MegaCorp, Blue Widgets Division”, will just get your message canned. Sending a series of links *may* be better, as at least you won’t be quite so hated, but probably won’t get your message across better.
As Richard points out, communication is being done through a variety of means: blogs, recommendations, social networking, like Facebook (where this blog is publicised and my other ShaiDorsai blog is imported to)
“A world in which the information consumer controls what they consume from a menu of feeds – basing that choice on the reputation of the source, recommendations from colleagues and serendipitous discovery through social networks. Interactions are almost exclusively real-time and informal in nature.”
I reckon he’s right; some communicators are naturally gifted and can manage their messages intuitively, and have the focus and time management to do this themselves.
Many who need to communicate won’t have the ability or the time to manage the new media… and Richard and his ilk can continue to earn their money.
Now, how he communicates this message to the senior executives is crucial… I wait with interest to find his next steps…
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