Here’s some images I pulled from a rough draft proposal I’ve been working on. I’ve really been taking a look at how should communications organizations be structured moving forward and what are the processes that need to be developed?
I’d love your thoughts.
Communication used to be one way and companies relied on the media to get there messages out.
Then the customer learned to talk back. Eventually companies got better at talking about their customers but not *to* them. And we were probably more reliant on the media than ever before.
We are finally to the point where companies are adding on social media efforts like blogs and Twitter. But it’s an afterthought and not integrated. While we are getting better at talking to the customers we are still reliant on the media. And sadly “the media” now includes a few blogs but we treat them all the same.
The next step is to get your company and clients on equal playing field with your customers and the media. Tell your story and invite your customers and the media to participate.
The next step will require a comprehensive overhaul of our communications and marketing groups to align processes and resources with a new approach.
Personally I think we will see an end to separate marketing and PR groups and everything will be rolled up into one group consisting of people who wear multiple hats and excel at the digital version of two or three marketing activities.
But the real challenge IMHO is processes. Platforms are great, people are indispensable but without the appropriate processes it’s all a waste of resources.
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