If up to 6 / 7 years ago, the press office had to release to the news media relating to your organization to give visibility and a positive attitude, now has to review its role because the company is not telling you either showcases but need to listen.
This requires sensitivity and an approach where the conversation with people is not perceived as a cost but as an opportunity for knowledge.
Spotlight and there are people in this scenario, organizations and their press offices become "open" communication, otherwise the failure of organizations.
Before we know who are our interlocutors, the motivations that lead them toward us, we understand what we can do to meet them and how, only after we adopt the right communication tools to interact.
Opening This approach also changes the mechanics of storytelling organizations, but no longer shared and self-involving.
In this scenario, the press office ridelinea role of analysis and listening, develop the internal and external information and transmits to various audiences based on their specific needs and requirements.
His role "classical" monitoring evolves into a real instrument os observation of trends, developments and the interests of stakeholders and this should be added a constant focus on the internal dynamics of the organization;
and from this comparative analysis of external and internal press office 2.0 is able to evaluate strategies for its success.
This skill development is a necessary step for those who work in the area over which to develop and communicate must be able to analyze, choose, plan and coordinate.
" The real value in the third millennium of the companies and managers who lead them, will not be the revenue they produce, but the number and quality of relationships they established with their target audience and related internal and external "
Jeremy Rifkin
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