I recently finished the new book Digital Strategies for Powerful Corporate Communications, by Paul Argenti and Courtney Barnes. I must admit, I’m allergic to many Web 2.0 books. This book does have some of that social media handbook feel, but I was excited about it because co-author Paul Argenti, a professor of communications at Dartmouth, is someone whose ideas about communications have really influenced my thinking over the past few years.
Paul was one of the masterminds behind The Authentic Enterprise, a whitepaper that may be one of the most compelling looks into the future of the communications field I have ever seen. I’ve written about it previously here, here, and here.
The following paragraph highlights the point of view from which this book approaches digital communications strategy:
“The business of managing relationships– and therefore, business itself– has changed dramatically in the last decade. Stakeholder empowerment, as it’s come to be known, has shifted the corporate hierarchy of influence from the hands of elite business executives to those of their once-passive audiences, including employees, consumers, media, and investors.”
This paragraph does a nice job illustrating what we might define as the democratization of corporate communications.
Democratization of Corporate Communications:
Any person communicating about any company at any time.
A company’s own communications professionals can no longer expect to be the only communicators of the brand message. Employees are communicators. Customers are communicators. Even former employees and former customers can now communicate on behalf of brands. Scary stuff or exciting stuff, depending on who you are.
One of the things I really liked about this book is that it has an entire chapter highlighting a favorite subject of mine: the need for closer ties between the human resources and communications function. Why? Simple:
In a world where everyone is a communications person, everyone needs to be on brand.
A few weeks ago I finished the new Jim Collins book How the Mighty Fall and Why Some Companies Never Give In. If you read this blog much, you’re probably sick of me prattling on about how much I love Jim Collins’ work (here, here, and here). Over the years at Red Hat, we’ve based many projects related to the values, mission, and other corporate-level structural thinking on ideas we got from him.
Well, it’s been almost eight years since Collins wrote his last full-length book, Good to Great (which ranked number one on my list of the top ten books behind Dark Matter Matters). How the Mighty Fall is a short book, and in it, Collins is clearly a bit on the defensive about his previous work. The issue? In the economic meltdown last year, some of his Built to Last companies didn’t last, and some of his Good to Great companies are back to good… or gone.
Collins explains it this way:
…the principles in Good to Great were derived primarily from studying specific periods in history when the good-to-great companies showed a substantial transformation into an era of superior performance that lasted fifteen years. The research did not attempt to predict which companies would remain great after their fifteen-year run. Indeed, as this work shows, even the mightiest of companies can self-destruct.
…I’ve come to see institutional decline like a staged disease: harder to detect but easier to cure in the earlier stages, easier to detect but harder to cure in the later stages. An institution can look strong on the outside but already be sick in the inside, dangerously on the cusp of a precipitous fall.
So this book is Collins’ attempt to discover why exactly some very good companies went oh so very bad. If Good to Great was Star Wars, this book is The Empire Strikes Back— a long, hard look into the dark side (even the cover is black).
Collins did extensive research using an interesting approach. He studied these companies, not as history has judged them, but based on what the company was saying, what the press was saying, what financial analysts were saying during the time period being studied– before we knew the outcome. And all of the research was done in historical order, almost like he was following the companies through time.
The results of the research play out like a Greek tragedy. He identified 5 stages of decline in the companies that had gone from great to… not so great: