The media coverage of this week’s trouble (Monday, Dec. 26) with Alaska Airlines Flight 336 from Seattle to Burbank, Calif., made a clear statement about the influence of citizen journalists. A number of sites and people — including Poynter’s Paul Grabowicz, Robert Scoble and Jeff Jarvis — have talked about it. They’ve even included the nasty comments the main CJ blogger has received.
But, what few — possibly only one person — are talking about is Alaska Airlines’ public relations dilemma. So far, only POP! PR’s Jeremy Pepper has discussed it.
Why should Alaska Airlines be concerned? Well, one main reason is the uncivil and even vulgar comments Alaska Airlines employees (based on tracking commenters’ IP address) are leaving. According to Jeremy:
“[I]t does really project that every organization needs to have a blogging policy for all employees. Even if the employees are not operating as official (or unofficial) spokespeople for the company, their IP addresses scream ‘I work for so-and-so!!’ . . . In the blogosphere, everyone from the company feels like they are part of the company, and part of the greater good. This is true for old companies, and new, but it is not the way it really should be. Employees are an extension of the company, and what an employee does is a direct reflection of the corporation.”
Yes, every company should have a blogging policy. That blogging policy should be part of a larger internal communications policy and program (as I commented on Jeremy’s post).
Hopefully, the potential PR pitfalls from the ease of blogging and commenting of blogs will spur a re-emphasis on internal communications. Word-of-mouth communication is stronger and more trusted than any “corporate” communication. Therefore, it is important for all company employees — from the janitor to the CEO — to be aware of their influence, and of their company’s marketing and communications activities. Examples include:
> What the company brand means (at least, what the company is trying to make its brand mean).
> What are some of the major marketing communications programs being introduced that employees might see.
> What are some of the new products and services being worked on.
> The important role that every employee plays in the success, brand and reputation of the company.
There are many other items an internal communications program and policy should include. For that last point, along with the important role each employee has in a company’s success and reputation, it should be stated very clearly the responsibilities each employee has and what boundaries there are in talking about the company. That’s where something like a blogging policy would be included.
Now, some may complain about limiting free speech and the like, but in business, a company’s brand and perception is as important as any product or service it offers. Companies need to be dogged about protecting its brand — externally and internally.
And, that’s my point.
– Mike
Technorati tags: Internal Communications
