From Dan Gillmore's online book project "Making the News"
News organizations in recent times have operated as if the news was a lecture -- we told you what the news was, and you bought it (or you didn't). Tomorrow's news reporting and production will be more of a conversation, with huge implications for producers and consumers of news alike, because the lines between them will blur. The network becomes, in a sense, the medium. This doesn't mean the demise of major media organizations, however, because the public increasingly will retreat to quality as they realize they can't trust much of what they see online. It does mean that major organizations must embrace the conversation, or lose their ability to keep up.
This is to be applied to corporate communication as well. I see huge implications on corporate brand management outside the media industry. Increasingly, brands will reflect much more than the quality of products and services. They will also be associated with the quality of information published in their name.
One day, hopefully, we will all laugh at the corporate happy/empty jargon of the 90's.
Leave a comment