insight the Changing Role of a Corporate Communications agency

General Office - insight the Changing Role of a Corporate Communications agency

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With the coming of social media, many communications departments are rethinking how they divulge with employees. During the early years of the internet, communications were driven to employees straight through a top-down approach. In other words, a firm leader worked with the communications division to craft the message and then disseminate that message to the workforce. However, in today's environment, this top-down coming often excludes the opportunity for employees to generate and contribute content.

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General Office

An example to help elucidate this point can be seen in something as simple as allowing comments for articles. Communications departments used to just post an narrative on the firm intranet to help divulge key messages. Today, these same articles can be posted with the selection to allow employees to comment on the narrative itself. Employees can contribute naturally by expressing their opinion. Often, these comments can carry more weight than the actual narrative itself and the communications division has tiny to no control of the messaging that develops.

This perceived loss of control with Web 2.0 formats can generate problems with the supervision team. While a communications division might preserve user-generated content, a firm leader might find some of the information that is created to be negative or harmful in nature-even if the information adheres to firm policies and guidelines about social media behavior. It is therefore significant for firm communicators to have the full preserve of the administrative supervision team before implementing social media tools.

With much of the article being generated covering of the communications department, many communicators are redefining their roles within the communications process. While there will all the time be a need for top-down communications, there in now a need for social media monitoring and participation. firm communicators should no longer solely be focused on generating messages for the supervision team; instead, they should also be focused on helping foster argument surrounded by employees and then communicating the key points from those discussions back to the supervision team.

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