Big title. Small post. Probably repetitive. Potentially more for me than for you. Notes, as a blog posting. You be the judge.
1. Internal/external blurring and associated challenges to organisational functions and traditional segmentation & channel management.
2. Consolidation and blurring (see1) of functional roles vis a vis strategy, values, operational efficiency, organisational change, employee brand engagement, HR.
3. Dawning realisation that real time conversations are trumping traditional internal (and external) communication approaches.
4. Sea change in “audience” expectations of, consumption patterns, and ability to produce/share media.
1. Speed. It all has to happen faster now in order to work.
2. Seamlessness. It has to be more than “cross-functional shared ownership” although that’s a start. The traditional organisational model is no longer appropriate for our times.
3. Interactivity. Both generational theory and technology, as well as engagement practice, amply demonstrate that interactive dialogue must improve. A divide is forming between communicating information and communicating.
4. Ownership. “Ownership” of (a) external audiences; (b) internal audiences; and (c) “communication” is a fallacy and interferes with (1)(2) and (3) .