Global PR Blog Week 1.0

PR: our role of facilitating the learning

Public Relations: Our role of facilitating the learning process inside the organizations

When finding us with new forms to be and to make organizations, it is imperative for us, professional and directors of corporative communication, to facilitate and to lead learning processes to find the keys that open the door of the success shared in the implementation of innovating practices in communication.

This affirmation receives sense when we interpreted to the organization like a network of conversations, and operating from the thesis that maintains that to the capacity and quality of the communications that arise from the organization towards the fan his stakeholders, define what it is possible to him to reach in terms, as much of economic growth, as of maximization of assets nonfinanciers.

The following article was conceived to be published within the frame of Global PR Blog Week, therefore, the content of the same one puts to consideration questions critics, from of the professional scope of Public Relations like coach within the new paradigm that supposes the tool.

The Blog Company

At the time of implementing this very good idea that is the corporative Blog, is important to analyze the same one from a social system methodology: observing and identifying tactically important points to adopt this new practice of communication in the organizations.

I consider that from the privilege place that has a professional of public relations in the corporative communications link, it is imperative to be leader of the change and to orient efforts in two-way traffic strategic that requires in this novel form to open communication channels: the people and the processes. This means to create learning spaces, taking part in the networks of conversations of the organization, being responsible for the effective development in terms of the confidence and the commitments that are generated of the same ones.

The theories (in permanent transformation) and first experiences that we are observing in the corporative world, do not leave doubts on the benefits and attributes of this innovator practice, nevertheless is necessary to implement this type of tools, to review three important axes of management: the competitions and abilities of the organization, the model of business, and our capacity like communication directors to lead, to teach and to train to all the people involved in this tool.

Before developing this technology, many organizations must consider if their shared culture and mental models have the attributes and characteristics necessary to implement this modality successfully. Let us remember that this tool proposes a new paradigm in communication and at the moment is put in practice by organizations who orient their efforts, in greater or smaller measurement, to the innovation of its processes of business; but not all the organizations, are proactive and many have enormous and heavy chains to implement these changes.

Before taking weblogs within strategies of external communications, many organizations they need to be observed if same verifying if they are really prepared for the challenges of this transformation in the way to talk with his stakeholders. Of course this affirmation is a great call to the action to do of this, a fact before implementation.

The collective reflection is precise, to unite the flow of different opinions of managers, to visualize indeed blogs like an excellent opportunity to construct bridges golden with its public. This forces to think about this change from the interior towards the outside, is to say to orient the efforts to the internal transformation that the organization needs to take ahead this practices in her communications, this way to approach the idea system considering as I detail myself previously, the people and involved processes of business.

This can take to the corporative conclusion that the use of weblogs is an opportunity to develop and to train equipment under the participation directives, collaboration and takes independent from decisions to agglutinate sinergye in networks of conversations. This is an important mission for the new status of the professional public relations.

This technology is a great handle of action for the construction of an organization with participative and reflective conversations of its points of view and mental models, and from our roll of director of communications or external consultants, it is imperative to give direction him to obtain the multiplicity condition that on the flow of communications that this tool supposes in the virtual world. The capacities of leadership and the competitions of coaching to accompany this process in this aspect acquire a critical relevance.

Consequently, implement corporative blogs, as much for internal communications as external, requires much more that the same technology. I maintain that the ideas, the values and the imagination are the three components that make of the technology a competitive advantage and a value in if same. As anything it will serve the attempt to implement and to obtain the benefits of weblogs in an organization where sinergye equipment does not exist and low a vision that hangs of a pretty poster, but not this in the commitment of the people.

To operate from the own language of the organizations is a great departure point to take part in processes more intense than it requires the effective implementation of weblogs. It is important to remember that the value or competitive advantage of this tool does not make the technology, but well the commitment of the people who useit. The language besides to conform the own essence of the organization, conforms the own conversational competitions that limit or expand the possibilities and opportunities of growth of if same.

The Blog company demands to happen of a emotional of the fear, very present in the organizations, to a emotional of confidence, where its participants, by means of the opening of I engage in a dialog reflective, initiate the possibility of opening and of sharing different points of view towards the freedom to investigate, to engage in a dialog and to reflect the involved hypotheses of certainty of each person or equipment. It is important to put emphasis in the construction of a shared vision to specify the values, aims and speeches of identity of the organization in the reach of this tool.

It is therefore that it practices it of the modern Public Relations require to work with in convergence of different disciplines, among them I emphasize the competitions of coaching and the importance of thinking this tool from a “systemic perspective”.

Matias Fernandez (Argentina)

Author: Matias Fernandez | Jul 16, 04 | Permalink | 1 comments
Category: @ Matias Fernandez | Topic 5 State of PR Profession

 

 

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The Global PR Blog Week 1.0 is an online event that will engage PR, marketing and business bloggers from around the globe in a discussion about blogging and communications. The event is scheduled for July 12 - 16, 2004.

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