Corporate Communicators Aren't Always the Innovators

Jeremy Wright muses out loud (well, silently, but in public) that there are many qualities about corporate communication that don't lend themselves to blogging:

Corporate communication is a box. It is predefined:

- Who can say things
- What they can say
- Who they can say it to
- When they can say it
- Where they can say it
- Why things are said

There are a few notable exceptions, but they are typically done through “peepholes” where people can only see a select amount of what is going on. Interviews, press releases, press conferences, case studies…

The challenge with blogging is that none of these rules apply. Whenever you allow or encourage individual employees to blog, all of these rules, which typically box corporate communication in, simply no longer apply. Whether it is internally or externally, simply having a blogging platform allows anyone to say anything to anyone who is technically able to listen anytime about whatever they want.

I have to agree with him that a lot of the territory that Corporate Communications has gained over the past two decades has been about control over standards, control over messages, control over access.

But the other aspect of communications - the collaborative, consultative approach that exemplifies a lot of streamlined communications departments today - is much more about exerting influence, enabling others to do their own communicating, and helping build skills, processes and standards that help them with the task.

Wright sums up resistance to change (in the form of corporate blogging) as "fear" and "corporate culture."

In the Comments field on his posting, I suggested he not always assume the Communications department is going to lead the way with blogging.  Any company with a knowledge management team, or an empowered customer service team is likely to start with a blog there.  And depending on the corporate structure, the project may exist entirely outside the sphere of influence of the communications team.

For us communications "experts", it's sad but true. We're often so busy helping the CEO look good, we don't have time to play with the new toys in the company, like blogs.

Update:

Lee Lefever has an interesting take on what he sees as the overemphasis on building "community" in organizations.

I think “community” is a worthy goal, but most businesses will be better served to focus on how appropriate social tools (message boards, blogs, wikis, etc.) can be used to serve customer needs without worrying about “community” per se. Community will come in due time.