HERE AND NOW - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge_______________________________________________________________________________4. Internal Communication 2.0Culture is communication in movement. I think that communication 2.0 follows several of thosepaths:a. Access and availability:Internal communication 2.0 implies that companies provide their staff with a broadaccess to information. (I’m tempted to say: EXTENSIVE ACCESS!) Such accessmakes a lot of data available. In the past such data was forbidden or reserved to anexclusive group.Is this a test of faith? Of course it is! As it implies relying on staff to makeresponsible use of such information.Does it pose many risks? Yes, a lot!But let’s be honest: although many companies prefer to keep some information forthemselves (their profit-and-loss statement, for example), nowadays it’s very easyto find whatever you want if you “google” it properly.Maintaining a 'Maginot Line' to protect information is as useless as the realfortifications were in 1940. The “Maginot line” is as useless as ever.b. Equality:Equality. Big word. But what does it mean in terms of communication 2.0?Reducing the imbalance between those who can create contents and those whoare only authorized to read and accept contents.To a certain extent, it reminds me of the “prosumer” concept, which internallymeans that the roles of information producers and information consumers areinterchangeable in an organization.Alejandro Formanchuk 14