“Starting from within” takes on a more practical meaning when you consider how few internal company announcements or messages truly stay internal anymore—especially the controversial or poorly-received ones.
That’s where taking a mixternal approach comes in handy.
“(It) is the intentional approach to engaging both internal and external teams through coordinated efforts surrounding content, messaging and channel strategy,” University of Miami (UM) Executive Director of Communications and Special Projects Jennifer Sanchez explained during Ragan’s Strategic Communications Conference at Microsoft HQ last fall.
Sanchez walked us through how communications leaders can effectively break down internal silos and nurture a sustainable environment for mixternal collaboration.
Here’s what we learned.
Sanchez began by explaining how a mixternal approach can help communications leaders: