The W20 Group report "Relevance is the new Reputation" argues that « power is shifting away from management to employees, suppliers, distributors, customers, business partners and other stakeholders. » This is of concern not only to external communication and marketing practitioners, but to internal communication professionals as well.
Here are some excerpts from the report:
« In today’s social/digital reality, relevance has become the new reputation. This means that an organization must connect consistently and authentically on multiple levels with its key audiences — in areas that are both meaningful to the business— its core purpose and strategic direction — as well as areas that are meaningful to its audiences. »
" We are living in a time where the entire balance of power has shifted and organizations no longer control the dialogue or even their own brands. Rather, consumers, customers, employees and influencers all have the capability to characterize and shape opinion and perspective on products, policies, and initiatives virtually every minute. »
Image : W20 Group