Wednesday, May 25, 2005
Web-Centric Communications Structure
I mentioned a few weeks ago that I was puzzling over the structure of communications departments in an environment where the web is the primary communications vehicle.
This article is the result of that.
There is much to think about in changing the layout and reporting structure of an organization when the web becomes the primary medium. One should return to first principles of communications and economics and work back to an appropriate structure.
This article is a first attempt. It is by no means perfect, but if it starts a discussion, I will be happy. It seems to me that efficiency, if nothing else, will dictate changes. There are too many uncoordinated media and messages in use at most corporations today. The web's integrated and interactive power can change that fundamentally.
Although I don't mention blogging in the article, you may be sure that it is part of the editorial operations described at the end of the article.
I would especially like to hear from anyone who disagrees with the thinking in this paper and can offer a better solution. It would help PR to find solutions before developing new structures becomes an imperative.
This article is the result of that.
There is much to think about in changing the layout and reporting structure of an organization when the web becomes the primary medium. One should return to first principles of communications and economics and work back to an appropriate structure.
This article is a first attempt. It is by no means perfect, but if it starts a discussion, I will be happy. It seems to me that efficiency, if nothing else, will dictate changes. There are too many uncoordinated media and messages in use at most corporations today. The web's integrated and interactive power can change that fundamentally.
Although I don't mention blogging in the article, you may be sure that it is part of the editorial operations described at the end of the article.
I would especially like to hear from anyone who disagrees with the thinking in this paper and can offer a better solution. It would help PR to find solutions before developing new structures becomes an imperative.
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