This post is part of the People’s Insights monthly briefs issue of February 2014.
Keeping up with the merging of market disciplines, the fast evolving technology and digital channels, requires a new type of communications professional. This is the challenge agencies face and to meet the needs, they need to change.
But how do you make a whole organization adapt to and embrace change? MSLGROUP Millennials Jesper Jarl (Sweden), Heidi Wold (Sweden) & Alice Hu (Asia) share their perspective.
Change as a way of working
Millennials are the first to live a life powered by pervasive technology. It’s not just one piece of technology; it’s not static – it’s ever-evolving and changing the way we interact with the world. Adapting to this technological change has been woven into the DNA of Millennials’ lives. We come from, and live in an age of communication evolution.
No longer can organizations have silos separating communications functions: advertising, public relations, digital, etc. With marketing disciplines merging, there is a strong need for the specialist and the generalist or rather a “specialized generalist” if you will. Someone with a strong digital perspective, but who lives and understands integrated marketing communications.
There are two ways to go; let everyone go except Millennials, or, teach the organization to embrace change. We’re opting for number two.
A massive shift and change in perspective; the understanding that we need to change how we view public relations, but keeping true to our PR roots and evolving it to its next stage requires motivation and a methodology.
MSLGROUP is hoping to motivate employees and incorporate change into our DNA and we’re launching a company-wide initiative to ignite change.
During our initial digital brainstorm, we joked about using the concept of “chatroulette” to fuel change within MSLGROUP. But as we thought about it, it quickly became a serious, tangible idea. Building on the idea of random connections facilitated by video from the infamous “chatroulette,” sprung the #MSLChange campaign
02 February – People’s Insights Monthly Briefs by MSLGROUP
About People’s Insights
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects – that are driving engagement with stakeholders – on the MSLGROUP Insights Network. Every month, we pick the best projects and analyse conversations around them, on the MSLGROUP Insights Network itself and also on the broader social web, into an insights report. Every quarter, we compile original insights from the MSLGROUP global network into the People’s Insights Quarterly Magazine.
In our first year and half, we focused on inspiring consumer projects around social data, crowdsourcing, storytelling and citizenship. We synthesized the insights to provide foresights for business leaders and change-makers in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, also available as a Kindle eBook and an iPad app.
In 2013, we launched “The Future of” series with a focus on Citizenship, Money and Employee (Re)Engagement. In 2014, we continue to track inspiring projects that are shaping the future of engagement, with a focus on reputation, employee engagement and citizenship.