Technology 101
PR pros have an increasingly important role in incorporating technology - blogs, podcasts, videos - into their communications portfolios, so they should be aware of the
need to integrate that knowledge with the C-suite to enable change across the organization. However, IT functions are not a strong suit for many top leaders, and this is
reinforced by a recent research study by Cranfield School of Management for the Chartered Management Institute.
The research, which studied more than a thousand IT projects over the past year and followed the news that 74% of IT projects failed in 2005, concluded that CEOs must do
more to understand technology, lest they risk loss of direction. The study identified five key issues for CEOs to address:
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Creating long-term transformational value rather than implementation of one-off IT projects;
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Building capability for ongoing change so that IT shapes new business models instead of being the business model;
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Establishing a climate of open communications so that employees understand what is expected of them and stakeholders know what to expect;
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Managing risk with confidence; and
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Reocognizing the need for personal IT capabilities and learning about new IT issues so that change is driven from the top down.
In-depth interviews with CEOs and CIOs also revealed some notable gaps:
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Many CEOs have limited interest in developing knowledge about technology;
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Often, responsibility for change is passed from the CEO to tech specialists, and the strategic value is ignored or misunderstood; and
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Change programs often become "tired" after 18 months, but CEOs are failing to rejuvenate them.
E-Mail Lawlessness
There is a widespread lack of standards around email metrics, bounce data, definitions and bounce management practices, according to a new study by the Email Experience
Council, which defines email marketing and communications practices. The findings revealed these interesting facts:
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There is a significant variance in how senders calculate key metrics including delivery, rates of opening and click rates, making it difficult to establish
benchmarks or compare results;
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There is some inconsistency in bounce data provided by ISPs, corporate domains and email receivers, challenging the standardization of deliverability practices;
and
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Bounce management capabilities are inadequate and vary widely, confirming that it is difficult to maximize the effectiveness of email marketing campaigns because of
unclean lists and temporary delivery failures.
Prozac Corporation
Fostering a corporate culture that is meaningful and invigorating for employees and other stakeholders is the key to long-term business success, according to a new book by
corporation psychology accounting firm YSC. Based on data from more than 10,000 interviews with executives around the world, key attributes were identified to create a sense
of meaning for stakeholders:
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A sense of purpose;
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The courage to set high goals and to pursue core purposes;
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An innovative approach to benefits and the treatment of people;
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A culture that enables people to feel that they are using their talents;
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A rigorous approach to evaluating performance;
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A concern for the societal impact of business activities;
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A strong reputation; and
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Excellent long-term performance, coupled with a willingness to sacrifice short-term gains that conflict with core purposes and values.
Confidence In Small Business
The Harris Poll has measured the level of U.S. adults' confidence in major institutions for the past four decades, and the newest results are in: Small business tops the
list, with 54% of respondents saying they have a great deal of trust in the institution. The list is as follows (percentage of people who have a "great deal" of trust):
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Small business 54%
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The military 46%
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Major educational institutions 37%
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Medicine 37%
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Organized religion 27%
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The U.S. Supreme Court 27%
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Public schools 22%
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The White House 22%
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Courts/justice system 21%
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Television news 20%
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Wall Street 17%
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Major companies 16%
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Organized labor 15%
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Law firms 14%
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The press 12%
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Congress 10%