Internal Communication 2.0 - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge
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3. Usability
Improving “usability” is a priority to reduce the limitations arising from the lack of
technical competences. Strong will is not enough. Companies have to provide the
necessary resources for “the reality not to forbid what is permitted by
law”.
4. Involvement:
The people have to pave their own way within the communication monoblock.
They should be encouraged to create, enrich, release, discuss and
reformulate contents.
This calls for the organization to be sensitive to different experiences and
individual representations and to avoid being tempted to reduce them or group
them under only one model of things able to be said o thought.
Then, in practice, you’ll see if the people want or deem it necessary to take
advantage of these spaces to create contents or if they prefer to engage in lurking
and consume information without commenting anything or taking part in the
debate.
Lurking is real. And it may be a symptom of many things, such as the following:
• The people are afraid to give their opinions
• They do not trust in the real reasons behind the change
• They are not interested because they consider the change useless or false
Involvement and trust are two sides of the same coin. Involvement is a learning
process, a test of value. You don’t get involved overnight. And even less when the
previous logic was one of punishment, arrogance, unidirection or order.
Version 0.1 – Alejandro Formanchuk 13