Apr 21 07
The Problem Is Me
By Renn Vara
Can I vent a bit? First let me apologize for the inherent self-indulgence required to do this. But after more than 10 years hearing myself say the same thing again and again, it gets a bit old, particularly to me. So let me first own the problem. I have an idea that could help large enterprises save money and increase the effectiveness of their communication, but no one’s listening.
Here’s the deal. Multiple divisions within any enterprise often produce hundreds if not thousands of video, audio, training and web communications each year; from portals to flash demos to marketing videos to monthly podcasts. Some even develop social networking backbones for blogging. All useful and all developed with good intensions.
The problem is these multiple enterprise “producers” rarely have the time or need to share their work with other groups or divisions within the enterprise, often duplicating each other. Then, on top of this, executive communicators chase this stuff down to make it compliant with corporate branding and messaging needs. A lot of wasted time, energy and money.
What is needed is an enterprise-wide communication system. This system has a logic with standard processes and procedures for creating and distributing communication vehicles. I’m not talking about a centralized command and control system. So get that out of your head.
This communication system is a combination of what we know as broadcasting coupled with the emergence of the social networking backbone. The result is a centralized web tool that allows relevant content to migrate to the right place within an enterprise at the right time. In the end, producers are more efficient and their distribution is more effective. And the CFO is thrilled with the results.
But how do we get there? Sadly, corporate communicators see much of this as loosing control and power. And CFO’s don’t see this at all because they have bigger fish to fry. But if they knew how much money and time is spent on this inefficiency, I’m sure they’d change their minds, which gets me back to the initial problem. Me. I see it but am failing to communicate it. Damn those cobbler’s kids.
So who would own something like this? Because you’re right the sticking point is always ownership.
This should ultimately be defined under Corporate Communications. I say that with some trepidation because of their general disconnection from sales and accountability. Traditional corporate communicators are often about protecting the institution rather than truly engaging the team. They tend to focus on what the institution wants to say rather than what the audience needs to hear/say. Their roll will have to change to become truth seekers around audience engagement. A big change. But the decision to invest in a communication system will need - at some point - to come from the office of the CFO. I like to think of the communication system sitting right next to the business system which gives business leaders the analytics for doing their job. Kind of like a steering wheel in a jet. Leaders currently have access to an extensive dashboard/control panel. What they don’t have is a seamless communication system to move the business in the right direction quickly. I have faith. It will come. See, not easy to explain. Thanks for asking.
I agree with you. It’s hard to get people to really understand what engagement is. And it’s not anyone’s fault, it’s just the way we’re programmed to think. I’ve certainly had to learn how to focus more on the audience than myself. It’s not easy getting out of your own head.
By the way, the title for this post is misleading. I thought we’d be the ones to vent.