A newsletter from Mindjet (who make the excellent MindManager mind map software) reminds me again of the two ways people tend to talk about "communication" in business and my own uncertainties about where they join up:
1) There are those known as "Internal Communication" professionals and they focus largely on what might be termed "community communications issues." This ranges from the hardnosed business case models around communicating "brand values" in the organisation to created "engagement" to potentially softer strategies around more journalistic exercises which create and reinforce a sense of community and well-being within the organisation.
I've spent a fair amount of time writing about these aspects recently.
2) The other people who tend to work with "communication" are IT consultants and Business Process Re-engineers, who (like the Mindjet people) largely talk about communication in terms of the needed exchange of information to make a business process happen. If you're designing a new widget, then there has to be an exchange of information regarding costs, design parameters, market needs, etc.
It is my feeling that these two worlds, which have largely been long separate are now starting to touch at the edges. Two major reasons why spring to mind right now:
a) The rise of the "knowledge worker." This deserves a post on it's own, but in short, industries are changing. Service industries are often all about manipulating information and even traditional manufacturing industries are finding that competitive advantage depends more and more on how they do things and the design of the things they make. As a result, the "knowledge" of various businesses now sits more than ever with the people. Where processes used to assume that people were interchangeable parts who existed to facilitate the process, we're gradually learning that in real "knowledge roles" the process isn't so easy to institutionalise. As such, the technological/process imperative is now more about enabling communication than specifying it.
This has parallels with:
b) The rise of social media. It is social media technologies, as much as anything that have produced an awareness in internal communications types (not to mention marketing departments too) that "message management" is a dying proposition. Where previously IC might have felt it was the medium of community information exchange in a company, it's clear now that people can talk to each other in myriad ways. Forward thinking IC professionals recognise this and seek to work with it, and thus they are also looking more at enabling communication than specifying it.
Where I think a crucial confluence exists is that the existence of communication technologies does not mean that necessary communications are taking place.
As such, in knowledge work, there is a need to bring the two perspectives together. From the BPR angle there is an expertise about incentives and formal rules for promoting specific information exchange and from the IC side there's a much greater understanding about the human issues around communication, which becomes ever more critical as the information we seek to communicate becomes more human (less numeric, less precise, less quantifiable) as the task involved becomes more abstract and more creative.
Add that together and that's some sense of my gut feeling of how the two worlds can help each other a little.
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