PR Warrior Trevor Young dropped a bombshell at the IABC Victoria Be Heard event on 24 February when he suggested his experience of internal comms was that their outputs were often a bit ‘beige’.
Rather than being a comment on the practitioners, Trevor suggested this ‘beigeness’ was usually an outcome of organisational culture that often saw companies short-change their own people.
So what did the members in attendance have to say?
What should marketing and PR realise about internal comms?
- We have no budget!
- The internal audience is an influencer
- Our people are advocates and we are the gatekeepers (in a good way)
- It’s good to let internal know before external
- We need our senior leaders to be the champions
Has your organisation integrated social media into its communications?
Overall less than half the room were able to say ‘yes’ to this question. Of those that did, people from Vic Roads and GE reported more progressive cultures, while there was also discussion on the ANZ firewall opening up for crisis communications.
What seemed to be the most common denominator on the night was the organisational uptake of Yammer, which was more popular amongst members than Twitter.
What are the examples of PR and Marketing you would hate to see infiltrate internal comms?
- Becoming too reactive
- The noise (creativity and colour) undermining the substance
Is 2011 a year for change?
- Yes – a move from one way to two way communication
- Large organisations will need to change their culture for that to occur though