Internal Communication 2.0 - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge
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5. Interaction:
2.0 involves an interactive communication where the staff has the chance to
create, share and take part in contents under a network paradigm and not simply
under an ascending-descending bidirectional paradigm.
That is the reason why an internal communication 2.0 scheme requires a design
which is not focused on strengthening or multiplying the capacity to spread
contents but on maximizing the interaction.
There is a change from broadcasting or a platform to spread contents to the
creation of a public square which encourages decentralized, multidimensional,
multi-hierarchical and free dialogue.
6. Collective Construction and
Collaboration:
We need to accept that good ideas come from anywhere. Yes, especially from the
“bottom” of the pyramid.
Internal communication 2.0 adheres to the cooperation in the open
preparation of contents under a “Wiki” model for instance. And this requires
many things. First and foremost, leaders need to validate the fact that certain
contents may be produced by people who are not at the top or in the centre of
the pyramid and that “meritocracy” outweighs formal hierarchy at the time of
validating participations.
The challenge is to organize diversity, to articulate the differences and to get
micro-actions or ideas together before they are dissolved.
The benefit: to strengthen collective intelligence and to change from implied
knowledge to expressed knowledge.
Version 0.1 – Alejandro Formanchuk 14