MYTH SIX: The company Web site is the best way to communicate.
Ron Culp, managing director of Ketchum Midwest, has 30 years of experience with Fortune 500 corporations, including Sears and Sara Lee, and in government and public service.
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I admit that I was a late adopter of Web technology. When I was asked to assume responsibility for the Sears intranet 10 years ago, I initially objected since I thought it would detract from more important communications tools. I felt the same way about the company's sizable commitment to its new, click-intensive Web site. Since then, I've eaten my words — at least a few of them.
No business today can operate without a clean, continually updated intranet and Web site. However, as Ketchum's seminal media-usage survey confirms, no organization should put all of its communication efforts in one basket.
At Sears and other organizations with which I have consulted over the years, communicators rightfully have increased their attention on Web-focused communications. Some companies with limited internal PR staffing have come to rely on posting the same messages or news releases on their intranet and Web sites, and then declare that they have communicated adequately. If only it were that easy.
The Ketchum survey validates my long-held belief that each communications opportunity must be evaluated in light of how it should most effectively be conveyed to the respective stakeholders. In some cases, cascading messages from management is sufficient, while other issues might require a fuller approach that includes direct media outreach, internal print, video, broadcast e-mails and word of mouth.
