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Intranet Communication
Optimizing Your Communications Effectiveness
Toby Ward, president of Prescient Digital Media, on developing a highly effective intranet strategy
As a thought leader in the world of intranet communications, the president of Prescient Digital Media counsels his clients on managing intranet design and content effectively now that the dust has settled in that space. Companies face tremendous challenges of information overload and need to cut through the clutter to give users valuable and appropriate tools that will support their role within the organization.
"The primary goal of effective intranet planning and implementation should be to identify the needs and requirements of users and stakeholders," he maintains. "A thorough assessment of these needs will eliminate a great deal of uncertainty and risk." Intranet sites must demonstrate value due to their high costs. That said, Toby stipulates that your intranet planning strategy should be:
- Supported, embraced and championed by senior management
- Adequately funded and staffed
- A well-defined and thorough blueprint with measurable goals and outcomes
- Equipped with a user friendly interface and navigation
- A well-functioning and stable technical environment
- Easily accessible to users
- Focused on motivating users
Karen Horn, director of organizational communication, culture and metrics at Cisco Systems, on creating a climate of knowledge sharing
Cisco Systems' director of organizational communication, culture and metrics explains that Cisco has experienced tremendous change over the past few years and while face-to-face interaction is the preferred method of communication, the company's intranet is really the front door of the company. "The features of our intranet demonstrate the culture and major initiatives within the company," she says. "we've moved from an 'I' to 'we' strategy to encourage all employees to input content so they feel like they're part of the process."
Cisco has also enhanced its navigation capabilities while providing employees with access to rich streaming media, industry news and a new section on innovation. All of these components are indicative of the new culture the organization has adopted.
Karen and Toby both agree that the end result of a successful intranet is engaging employees in the process. When built and maintained properly, intranets add tremendous value to the company's bottom line over time.