Internal communications

Current internet trends are about Facebook, Flickr, LinkedIn and Twitter. “But how do you fit them in an organizational context?” I’ve heard many of such questions during workshops. They show a reverse thought pattern in communication policy making. This starts with the application of tools, and ends with the strategy that should contain them.
Communication strategy, which describes the general direction in which we are or should be moving, often follows as an afterthought in this respect. The same applies to situations where people ask “We have launched our intranet some time ago, but nobody is using it. How do I create support?” This question should always precede the building of IT-systems. So while a good adaptation of innovative tools requires a communication strategy we see a lot of innovative tools appear without strategic direction. 

Internal communication is a relatively new and undiscovered field in communication. It’s importance is growing though. But there are some hurdles to take. In fact, understanding intranet is one of them.
The strategic importance of intranet is increasing fast. This growth is not due to an increase of corporate communication messaging, but to the increased volume of digital information flowing inside the modern organization. This shift in focus or attention, from communication to information, is a crucial one for professionals in communication. Digital formats have already become the standard for information exchange. Paper formats will eventually phase out. And with it, paper thinking will phase out too.
We stand at the beginning of the new, global society in which digital communication and information exchange transcends all boundaries in the physical world.
It is happening.
And it’s unstoppable.

The consequences, challenges and opportunities for communication professionals are evident. With the shift in communication from analog to digital the responsibilities for communication tools change as well. The traditional communication message needs to be remixed to fit the changing needs by organizations and their communities.
This is more than a challenge; it’s a great opportunity!