2 July 2008
Experts question the role of communicators at global event
Don't let "whiz-bang technology" distract you from core comms tasks, warns Roger D'Aprix.
The role and responsibility of communicators in a world increasingly cluttered with information, was the recurring theme in 2 of the stand-out presentations delivered at the IABC 2008 International Conference in New York last week.
Social media overload
Returning to a familiar theme and personal bugbear for Roger D’Aprix (pictured, right), author and vice president of comms consultancy ROI Communication, he warned delegates about the danger of being distracted by “whiz-bang technologies” – i.e., social media – that in his opinion contribute to severe information overload for today’s employees.
“We’re looking for a technological solution for something that needs to be solved elsewhere.”
"Willing but weary" employees
Referring to the findings of a Stephen Covey poll, D’Aprix highlighted the fact that in most organizations, the majority of employees are neither engaged nor disengaged, and could be better described as “willing but weary”. The Covey Study shows that:
- Only 37% of employees understand what their organization is trying to achieve.
- 20% are enthusiastic about their team and organizational goals.
- 20% have a clear line of sight from their contribution to company goals.
- 15% feel they are empowered to execute key goals.
- Only 20% trust their leadership.
The more technology we bring into the workplace, the more we need face-to-face as an antidote.
A prescription for skepticism
As a prescription to help break through the growing skepticism in the workforce, D’Aprix urged communicators to focus their attention on employees’ needs on the job, and encouraged more face-to-face communication.
“The more technology we bring into the workplace, the more we need face-to-face as an antidote.”
D'Aprix also posed questions for the profession to urgently address:
- What is our proper role in the face of chaotic change?
- Has technology caused us to be too narrowly focused?
- What should be done about social media, information overload and democracy in non-democratic organizations?
Be warned, concluded D’Aprix, “Bad communication drives out good communication.”
Dealing with clutter by making more clutter
Equally challenging views were shared by marketing guru and best-selling author Seth Godin in the conference’s closing general session.
Are we in business to find customers for our products, or products for our customers?
Godin also referred to the enormous challenge faced by marketers trying to make their messages heard above the noise of online or “new” marketing. “We’re dealing with clutter by making more clutter,” says Godin.
“But people are not listening because they don’t have to.” Just like a bus, says Godin, there’s always another marketing message coming along.
Make something worth talking about
While online marketing has driven growth for many organizations, Godin acknowledged, ultimately it will stop if what you’re selling is of no interest.
“You need to make something worth talking about. Are we in business to find customers for our products, or products for our customers?”
To be successful, says Godin, step 1 is: “Be remarkable. If you can’t be remarkable, start again.”
Have your say
Do you agree with D'Aprix's comments about social media? What has been the effect on your company of introducing blogs, podcasts and/or wikis – do the positives outweigh the negatives?
And if you've discovered a way to measure the effectiveness or ROI of social media, tell us all about it.
FeedbackOther recommendations:
Understand cultural differences for clearer communication
How to get your message across without email overload
TOOL: Roger D'Aprix's manager communication model
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