Social media and intranet case studies, best practices, & evolution by Toby Ward.
Re: The same old intranet crap
by Anonymous
I almost always agree with everything you have to say about intranets. I find myself saying "amen" often, except for this time. I disagree with your point that we should be rewriting press releases for employees. We read that Watson Wyatt report a few years ago and tried to use some of its findings to sell the value of the intranet as an employee communication tool to execs. At that time, we actually WERE rewriting press releases for our employees. The rewritten versions were much shorter and more succinct. We patted ourselves on the back, thinking we were delivering value to employees. Some of us are smart enough to test the bliss. So after a number of focus groups and surveys, it became clear that we were sending unintended messages to employees by doing this. In actuality, employees distrusted the rewritten press releases and thought the rewritten versions targeted at them were the equivalent of company spin. The fact that they would read one version on the intranet and one on the world wide web was confusing to them. We also heard them say "we are adults - we can read the press release and understand it". Today, we utilize a bit of a blended approach. We do link to the press releases on our external company website in a separate space on the intranet clearly labeled as external news. Internal news is treated differently. When it's warranted, we will provide context for the press release in an email from an exec with a link to the official press release. In this way we are not "rewriting" the press release for employees. They find the same press release from the intranet that they would from the internet. No confusion, no condesending company speak.
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