In the eye of a pitching hurricane at the moment. Interesting that this aligns with a post over at IoIC (formerly CiB) where they quote a VMA study that comms has remained bullish in the recession, more or less.
At any rate, a number of organisations have approached us with very concrete “employee engagement” challenges that must culminate in external stakeholder relationship management at a number of levels. None of this implicit, nebuolous “brand engagement” theory but real-life, tangible inside-out stuff.
Which is fantastic. The tide has turned, or at least some pennies have dropped in some more progressive organisations that audiences are not “owned” or captively-managed by independent organisational silos.
And this is more than just “cross functional” team work – it’s actual belt and braces strategic acknowledgement of this blurring of lines.
What’s equally exciting is the (apparent – I’ll let you know if we win) appetite for social media and employee generated content as opposed to top-down corporate BS.
The biggest obstacle? Continues to be fear of change and fear of “loss of control”. Which is really the loss of the illusion of control.