Internal Communication 2.0 - Formanchuk & Asociados

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Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ 2. Organizational Culture 2.0 I want to talk to you about what I know, about my work experience and about what I have found out (and I find out every day), about rights and wrongs. Companies from Latin America have been hiring us for years to strengthen their internal communication and to help them to design “internal communication 2.0” strategies. But what does this mean? What do they really want when they ask for “internal communication 2.0”? Basically what they want is “technological tools”: they want us to create blogs, to open Twitter accounts, to design wikis, etc. I’ll be honest with you. Those are the easiest things to sell. But those are the things I never sell (or at least I never sell them at the beginning). Because, to me, the universe 2.0 is the following: A cultural platform rather than a collection of technologies in “perpetual beta” A model which challenges classic ways of significance, participation and organization rather than a new harmless tool of communication One of the most important (and also irreversible?) decisions which a head of communications may take in a company rather than an insignificant decision Version 0.1 – Alejandro Formanchuk 4
Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ Then, what is my approach? Culture. Culture. Culture. First, we analyze the organizational culture and its practices. Second or third, we plan the media and tools which should be used. I have a confession to make: I’m not sure if this is what companies want but I think that it is what they need. And, to be honest, I want to sleep tight every night. I like to offer projects to transform companies and to add value in the mid and long term. I like sustainable projects. Internal communication 2.0 calls for a culture 2.0! Therefore, we should distance ourselves from the “techno-centered” viewpoint focused on the media. Or maybe: • Do companies do “internal communication” when they publish an “internal magazine”? • Do companies have more communications when their magazine has more pages? • Do companies have a better communication if the magazine is in color instead of in black and while? • Do leaders communicate better when they meet more often with their team? • Do companies update their communications when they use social media? Let’s use the culture as a “Platform to launch communications”. People express themselves according to their personality. The same happens with companies, but instead of talking about personality we use the word culture. Culture is communication in movement. I love this phrase! Version 0.1 – Alejandro Formanchuk 5
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Internal Communication 2.0 - Formanchuk & Asociados

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