HERE AND NOW - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge_______________________________________________________________________________c. UsabilityImproving “usability” is a priority to reduce the limitations arising from the lack oftechnical competences. Strong will is not enough. Companies have to provide thenecessary resources for “the reality not to forbid what is permitted bylaw”.d. Involvement:People often have to pave their own way within the communication monoblock.They should be encouraged to create, enrich, release, discuss andreformulate contents.This calls for the organization to be sensitive to different experiences andindividual representations and to avoid being tempted to reduce them or groupthem under only one model of things able to be said or thought.Then, in practice, you’ll see if the people want or deem it necessary to takeadvantage of these spaces to create contents or if they prefer to engage in lurkingand consume information without commenting anything or taking part in thedebate.Lurking is real. (Lurker: a person who often reads discussions on internet networksbut seldom contributes to them). And it may be a symptom of many things, such asthe following:a. The people are afraid to give their opinionsb. They do not trust in the real reasons behind the changec. They are not interested because they consider the change useless or falseInvolvement and trust are two sides of the same coin. Involvement is a learningprocess, a test of value. You don’t get involved overnight. And even less when theprevious logic was one of punishment, arrogance, unidirection, impositionn ororder.Alejandro Formanchuk 15