Post by: Ruth Atherley of AHA Creative Strategies
Communication has changed. We all know that. How it has changed and how it will continue to change is a hot topic right now. Interestingly enough, Delta Airlines has created a mini site to inform stakeholders about the proposed merger between their company and Northwest.
According to a blog posting by Harvard Business Review’s Scott Berinato, this is the future of press releases. While I appreciate his viewpoint and do think mini or micro-sites such as this are a valuable addition to the communications mix … they are added-value. Especially sites such as this one. It’s still one-dimensional and has been created in the old model of the web – information out to an audience, but no interaction or real dialogue.
We have been working with forward-thinking clients on a communications approach that we’ve been calling “diablogs” – micro-sites that provide basic information like a more traditional website, but that reach out and ask for input, engagement and interaction. If there is something important enough to create a micro-site, it seems to make sense to bring stakeholders into that conversation and to really listen to what they have to say. There is a huge opportunity here. One that Delta may have missed in creating their mini-site.
What if they had included a blog on this site where we could hear from the top executive of the two companies, employees or even other passengers — and we could respond to what they had to say. What if they created an easily updated page where they could address rumours, speculation and misinformation. This site isn’t going to live forever, it’s not a long term commitment for senior execs to speak WITH us … and if this is the press release of the future, I would hope it would be interactive enough to give reporters and the general public interested in this topic more than just the company line. It’s great to tell people where an organization stands, it’s even better to hear what those people think about it. That’s when the magic of real connection begins to happen.