Conversations about new communications channels tend to run along the following lines, says Juliana Wallace, who leads internal communications at Land O’Lakes.
Communicator A says, “Let’s have blogs—leader blogs. Leaders should blog.”
Communicator B replies, “Totally! Where should [the blogs] go?”
Wrong, wrong, wrong, Wallace says. The discussion should begin thus:
A: Let’s have blogs.
B: Cool. What for?
In other words, start by establishing a strategy, Wallace says in the Ragan Training talk, “Plan for the unplanned: How to make, then break, your intranet content strategy rules.”
“Why would you have a blog?” Wallace asks. “How does that fit your content strategy? How is that going to accomplish your goals?”
Rather than rush out a new communications vehicle, pause to strategize, Wallace says. “It’s really thinking about that ‘why?'” she says.