Corporate blogging today relates the results of a Scandinavian survey (surveyed 12,000 people in 24 companies) about internal communications (here). The results are pretty poor – and I am sure that if we were to run a similar survey in the US or broader Europe, the results would be pretty similar.
Check this out:
- Top management is neither visible nor credible. Just 4 out of 10 think the top execs do what they say.
- Strategic communication doesn’t succeed. Only 50 % of the employees say they know the goals and strategies of their company.
- 50 % feel that they are not enough informed about changes in the company.
Of course, blogs would help – but the key here is not to just roll out a blog. Companies have to change their cultures and turn everybody inside the corporate walls into actors and particpants in the story that they are telling their customers.