Pattern #3: Peer Communication
This is a pattern that should get lots of excitement in the world of "PR" & communications. Yet, very few organizations beyond some early innovators have begun to exploit its potential.
If your organization has many experts who can connect with many audiences - audiences, by the way being internal and external - why limit your "PR" team to only a few corporate spokespeople?
Some may see some of the obvious "risks" but, what I see are the obvious "rewards". A future where PR types see their role as mainly building communities of communicators. Only, these communicators are different than what you might expect.
They're storytellers, conversationalists and genuinely interesting people. They come from all walks of life and represent every department, they come from both inside and outside of your organization. They have a lot to offer; they're customers, partners, employees and interested third parties. Some of them blog, some create video, others "twitter" about anything and everything.
While many of you may feel this may be a bit to utopian (or worse yet, a nightmare), its actually kind of already happening, you just need to know where to look for it. William Gibson, the acclaimed author who coined the term cyberspace, noted: "The future exists today. It's just unevenly distributed."
Hat tip to James Governor on that William Gibson bit!
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