March 2009 - Page 2 of 2 - AHA Creative Strategies

Recently we have had the opportunity to assist several large organizations create, expand or improve their conversation with a diverse stakeholder base. These days, social/online media is always considered when it comes to this type of initiative. Enabled by technology, organizations that have a diverse audience and/or one that is geographically distanced or separated have an excellent opportunity to open up a two-way conversation that fulfills the needs of everyone involved. There are more cost-effective and engaging ways to communicate now than ever before.

While technology has provided us with the ability to reach out and connect, it’s always important to realize that just because you “can” doesn’t mean you “should.” When we take on a project with the objective of connecting or re-connecting with stakeholders, whether internal or external, it is important to get back to the basics of strategic communication and understand the audience. There has to be research and analysis done before we can strategically choose how to reach out. I think that one of the keys to using online media successfully is that you need to fully understand how the community you want to open the conversation with receives and puts out information. More and more, we are finding that people are online—on Facebook, reading blogs, on Twitter—but you do need to understand their comfort with technology and their habits.

PR Newswire recently put out an interesting questionnaire called Social Computing Online Readiness Evaluation. It is focused on enterprise social software, but some of the questions easily translate to understanding whether your audience is ready—even anxious—to begin the conversation online. You have to provide your email address and phone number, but in my experience, PR Newswire doesn’t drive you crazy with spam-like emails or unwanted phone calls, so it is worth logging in to read.

Some of the questions that it asks would be logical to ask when thinking about adding a social media component to your communications plan. This questionnaire happens to use the word “employees” – substitute that with member, stakeholder, or student and you can see the potential for context about whether social media might work for you. Some questions include:

What percentage of your employees are millennials (under 33)? This is a demographic that is quite savvy online. However, don’t think that those of us older than 33 aren’t. You would be surprised at how many people in your organization are connected and are moving further and further into online communication.

How difficult is it for your employees to cross divisional, hierarchical, and/or geographic boundaries? We find that even in organizations where people are all under the same roof, there are challenges – scatter them across the city, the province, the country or the world and the challenge grows.

How difficult is it to deliver crisis communications and/or other important organizational information to the right employees at the right time? This is a huge issue for many organizations and one of the biggest challenges is that many don’t plan ahead. This is something that needs to be in place BEFORE something happens.

How easy is it for your employees to discover internal subject matter experts? This is a very interesting question. How do you share knowledge and expertise in your organization? How much time is spent researching information that is easily available through a colleague or re-inventing the wheel? An organization can become more cost-effective and efficient when colleagues and other stakeholders become a part of a community and share information about who has expertise in certain areas, what your resources are, where they are, and other collaborative opportunities.

Our role is to provide strategic advice, planning and implementation to clients in both traditional communication and social media. It is questions such as these (and many, many others) at the beginning that help us to define the right roadmap for each client. It’s definitely worth thinking about. If you are considering using social media, what questions should you be asking yourself about how, when and why you communicate with your stakeholders and what would the value be if you added social media to the mix?

I was watching the late news on Friday night and saw a story on the challenges that CTVglobemedia is facing. The Vancouver Sun has a good article on what the media giant is dealing with. Being a media junkie and a communicator, I have been watching the shift in the media for quite some time – but on Friday, it really hit me that the news business is in trouble and not just in Canada. Denver’s Rocky Mountain News closed its doors on Friday. According to many reports, there are a lot of other print papers in economic trouble – including the Los Angeles Times and the Chicago Tribune.

The recession has certainly hurt all of these media outlets. The big advertisers aren’t buying what they were and everyone is being affected by cut backs in spending.

For some of these media conglomerates, like CTVglobemedia, there are other issues that are facing, including the cost of doing business in the face of growing cable networks. These are big issues and ones that these companies and the CRTC need to find a way to solve to everyone’s satisfaction and benefit.

There is another point that I think isn’t being covered as much and I believe it has had a huge impact on mainstream media – it’s the online world. The Internet has changed everything. People want to be communicated with differently now and this is a challenge for some of the big news organizations. When we had Kirk LaPointe of The Vancouver Sun in as a guest speaker to one of our Conversation Over Coffee sessions earlier this year, he spoke quite candidly on the topic. I think Kirk really “gets it” and is focused on finding a new paradigm for media. But they aren’t there yet, in part because the audience is still evolving and discovering what and how we want it – when it comes to receiving and sharing information online.

While it has taken more than a decade, the majority of us turn to the Internet for news, information and connection. There are more opportunities now for an organization to share information. Your story might not make it onto the television broadcast or in the newspaper, but it might be covered online. And of course, it isn’t just mainstream media that puts out news and information now – bloggers, people on Twitter, Facebook, MySpace and YouTube are all sources that people turn to. There are great opportunities to reach out and tell a story through other channels, often channels that provide an opportunity for feedback, conversation and an authentic connection.

I read a lot of blogs and I love them. But I can usually tell if a blog writer has a journalism background without reading their bio. There is a recognizable approach to reporting and writing that trained journalists bring to their work.

Journalists are an important part of how we hear about what is going on in the world and they are crucial in our society. A great journalist can bring clarity to a complex situation. Well researched articles that are thought out and provide an unbiased context are invaluable.

I worked at Maclean’s for a long time and while I still look forward to receiving the hard copy magazine each week, I don’t wait. I am online checking it out, along with about a dozen other mainstream media, a whole lot of blogs, and other online publications. My Twitter feed (I use Twitterpod) sits on my desktop and I watch information roll as I work. I think it is going to take people like Kirk to help lead mainstream media into a sustainable business model – and I hope it happens sooner than later. Good journalism is an important component of an informed society. And as a communicator, I am a big fan of a community that has access to a range of information from a variety of sources.