138 A. INTERNAL AND EXTERNAL COMMUNICATIONS
1. The concept here is taken from Beyond Spin: The Power of
Strategic Corporate Journalism: Knowledge Management, Intranets,
Communication, Innovation. See also Appendix K.
2. Corporate Journalism refers to communication
internal and external to the organization.
at both strategic
and tactical levels, for how corporate communications is managed
in this world will directly impact us all. Governments
strength is in its stability (with its weakness locked in
the rise of the market
state is going to be the new paradigm, requiring a balance between
the three traditional pillars of communication: information,
education, and entertainment. Thus,
the Web has
created an information and knowledge flow that is available to all, in
real time, and at no cost.
this model of free knowledge for
all will become the accepted paradigm.
3. Thus, The key
trust. This means
that internal communications within a corporation are going to have
to reach a whole new level of excellence.
of the press will become freedom of the people to discuss, disagree, and
define their own positions in ways that were unthinkable before the Web.
Thus, we will communicate in drastically new ways.
4. And, in a world in which the census report shows that in the
U.S., all races will be a minority in the sense of no one will have over
50%, communications with all communities, in state, in country, and around
the world, is important. 125 million people in the world live in
a country in which they were not born. 20% of those live in the
U.S. The U.S. is the lead nation of the world. The teams
communication and focus on its markets must be global in its view while
still being able to deal with the particulars and parts of the globe,
whether out side its state or within. This is why this model also
emphasizes the necessary capability to deal with Minority Business Enterprises
as well as Minority Issues Management, be they team, management, city,
state, or world.