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The new rules of corp comm success?

Tech and Innovation

Posted on February 19, 2010

3 min read

Today I’m attending Media 2010 and it appears the timing couldn’t be better. Over the last week or so, there have been a number of posts/stories that has reinforces the Media 2010 claim that ‘the new rules for success in the digital media industries are still being written’.

If you can’t attend Media 2010 in person, checkout the #media_2010 & #media2010 Twitter hashtags and follow the action live at

Here are some examples of what’s got me ‘amped’ (I’ve been watching way too much 2010 Winter Olympic cross/mogul events).

  • The Guardian reported Peter Horrocks, the new director of BBC Global News made the following statement about his reporters using social media. “This isn’t just a kind of fad from someone who’s an enthusiast of technology. I’m afraid you’re not doing your job if you can’t do those things. It’s not discretionary”.
  • Ross Dawson, author of Implementing Enterprise 2.0 posted survey results that show “56% of journalists consider social media to be important to some degree. This figure pushed up to 69% of journalists writing for online outlets, while just 48% of magazine writers found social media to be important.” These survey results reinforced what Ross thought in 2006 that ‘mainstream media and social media feed off each other’.
  • Laurel Papworth blogged on the Peter Horrocks story and ‘wonders how far behind News Australia and Fairfax are in making similar statements. Quite far off, I imagine’.
  • It actually may be sooner than we think Laurel. Last week Felicity Jane Williams a reporter at the Herald Sun left the following note on the ‘I Hate Telstra’ Facebook group


So what does this mean for corporate communication professionals that find email to be the most valuable piece of communication technology in the office? I think it means the following changes:

Become a content creator. Conversation media is continuous. If your organisation wants to participate it needs a (social media based) content generation strategy.

Appreciate position vs perspective. Traditionally the media release offers the official corporate position on an issue. Investing in a corporate blog provides the opportunity to share perspective from content experts and senior leaders and allows you to effectively participate in social media.

Leverage online reading and social bookmarking tools. The conversation is digital and it continuous. A RSS feeder and/or a social bookmarking service is an essential tool for corporate communicators that want to participate online. I really enjoy using the Google reader (RSS) and Delicious (social bookmarking) .

Influence SEO. Google search is the world’s largest PR machine, sharing content based on the user’s key search term. Lee Odden has a great post on SEO for PR types.

What do you think? Will Australian corporate communication teams soon jump on the emerging media bandwagon? Or will they become technological laggards that are dragged kicking and screaming into the world of new media?