Internal communicators don’t always need a full tech stack overhaul
They should focus on getting the right people to use the ones that exist, too.
Communicators today have a ton of tech tools at their disposal to help organize and get their messages to the right people. But that plethora of resources can also be confusing.
During Ragan’s Employee Communications Conference in Boston earlier this year, a panel of comms experts discussed the challenges and solutions to managing sprawling communications tech stacks. Shira Good, associate vice chancellor for communications and issues management at The University of Denver, told the audience that communications teams too often make technology decisions based on departmental priorities instead of the people they’re trying to reach.
“We really need our technology to evolve very quickly and meet the needs of our students,” she said. “They’re looking for things that are in their pocket, in their hand, quick, easy, accessible and things that connect really deeply. It’s requiring a culture shift above and beyond everything because it’s requiring all of us to look at our technology through the lens of our values and organizational goals instead of through the lens of what my department or my team wants.”
A mindset shift about who the tech stack was meant to help in the end reframed how her team viewed their tools.
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