Internal Communication 2.0 - Formanchuk & Asociados

Internal Communication 2.0: A Cultural Challenge
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3. Organizations Here and Now
Culture 2.0 is not futurism. Organizations change. HERE AND NOW.
I would like to tell you a story. One day I was teaching Corporate Communication at the
University of Buenos Aires. I was explaining the different media of communications which may be
used in a traditional company. At one point, a student raised his hand and told me that what I
was explaining might not work for his company because:
• He works for a “hybrid company”: two European companies merged
two business units and created a third company.
• The first day he got to work he had to pick up his notebook himself to
start working. Literally, he approached a window, introduced himself, provided his personal
information and got his computer.
• He doesn’t have an office. The company occupies four floors and he can connect his computer
wherever he wants. What’s more: he is encouraged to move constantly to
meet new co-workers.
• His boss works in Brazil and he has never seen him
personally. They contact every day through MSN, Skype, e-mail or phone. But
they have never shaken hands.
• He takes part in many global projects simultaneously. Every project has a
leader. Therefore, perhaps one month he has to report to 4 different people who are spread
all over the world and he has to take part in several virtual teams.
Version 0.1 – Alejandro Formanchuk 7