understanding the Changing Role of a Corporate Communications division

Corporate - understanding the Changing Role of a Corporate Communications division

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With the advent of public media, many communications departments are rethinking how they recite with employees. While the early years of the internet, communications were driven to employees through a top-down approach. In other words, a business leader worked with the communications department to craft the message and then disseminate that message to the workforce. However, in today's environment, this top-down arrival often excludes the opportunity for employees to generate and lead content.

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An example to help construe this point can be seen in something as easy as allowing comments for articles. Communications departments used to just post an record on the business intranet to help recite key messages. Today, these same articles can be posted with the selection to allow employees to commentary on the record itself. Employees can lead simply by expressing their opinion. Often, these comments can carry more weight than the actual record itself and the communications department has wee to no operate of the messaging that develops.

This perceived loss of operate with Web 2.0 formats can generate problems with the management team. While a communications department might maintain user-generated content, a business leader might find some of the information that is created to be negative or harmful in nature-even if the information adheres to business policies and guidelines concerning public media behavior. It is therefore necessary for business communicators to have the full maintain of the administrative management team before implementing public media tools.

With much of the content being generated surface of the communications department, many communicators are redefining their roles within the communications process. While there will always be a need for top-down communications, there in now a need for public media monitoring and participation. business communicators should no longer solely be focused on generating messages for the management team; instead, they should also be focused on helping foster discussion surrounded by employees and then communicating the key points from those discussions back to the management team.

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