HERE AND NOW - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge_______________________________________________________________________________j. Control reduction:Thanks to all these guidelines the company is ready to “lose” control over what issaid, thought or decided. Opening the game to the model 2.0 means to stopwondering “how do I control what the staff says?” and start thinking “how do Itake advantage of what the staff say?” (as Manuel Castells put it: “The onlyquestion which does not admit the Internet is how to control it”).a. Key concept: Equipotentiality. Potentially everyone has equivalent capacities topublish information.b. Additional idea: Permeable media.We should stop using Henry Ford’s phrase: “You can have any color you want aslong it’s black”. Reedited: “You can say anything you want as long as you arerespectful and constructive”.k. Disintermediation and Horizontality:The architecture to take part in the universe 2.0 entails a process ofdisintermediation in the production and spread of contents. The active role of the“communication prosumer” requires a space where opinions may be freelyinterchanged and debates may held for as long as necessary, always taking care ofbasic principles of respect. It is a “peer to peer” interconnection with aminimum intervention to ease the contact or the creation of the public square.Alejandro Formanchuk 19