Steve Crescenzo’s article in Ragan’s Grapevine, reprinted from Ragan’s Corporate Writer and Editor, discusses another trend in employee communication: employee involvement in corporate news.
According to Crescenzo, corporate communication used to have very little feedback from employees. With new technology, however, instant discussions are sparked from editorial content with employees debating it, expanding on it and involving themselves in it.
He presents as an example Toyota’s Dan Miller whose blog, Speaking Out, is “still firing up the troops and sparking terrific discussions.”
Crescenzo quotes Miller: “I can spout off in a personal way about what’s happening in the auto business, and Toyota associates can respond in a similarly personal fashion.
Everyone has caught on to the spirit of the thing. Anonymous responses are okay, though many people do identify themselves.”
Another example presented by Crescenzo is California AAA Motor Club Editor David Kligman’s intranet concept where readers can click a button to immediately join a discussion with colleagues in a live chat room after reading a story. The concept was borrowed from the Entertainment Weekly web site where Kligman saw people discussing the most recent Survivor episode.
Crescenzo quotes Kligman: . “I thought to myself, if they can get that much response to an article on a mindless reality show, let’s see if we can’t use this for our organization to talk about real issues and news affecting our organization. Employees are asked to stick to the topic, be respectful and limit responses to no more than 10 lines.”
Crescenzo says Kligman added that the program was a huge success right from the start.
In conclusion, Crescenzo declares that the new trends in corporate communication excite and inspire him. He says the revolution is corporate communication is long overdue and may already be here.
Here’s hoping these trends excite and inspire other corporate communicators, as well, to come up with more revolutionary ideas.