Why is corporate communications seen as fluffy?
By Gerry McGovern In many organizations, corporate communications doesnt get a lot of respect. The intranet gives a rare opportunity for corporate communications to get the respect it deserves. Intranets often struggle because they are not seen as strategic. They are not seen as delivering real value. Senior managers often see them as a peripheral function; a cost that needs to be borne. Theres real work and then theres communications. Actions, of course, speak louder than words. Theres the people who get their hands dirty and actually deliver value to the organization, and then theres those who are a drain on resources. Content is a form of communications, and its something you store as quickly and as cheaply as possible. Yes, the intranet can have some genuine value, but only where it allows people to access applications. This is a view of the intranet I have seen change, and I believe it will be a very outdated view in five years. Because by then the intranet will have become like a
