It sounds like your senior management has a fear of open communication – the style now enveloping us all via the web that is here to stay. There isn’t a magic formula for buy-in; not that you’re asking for an easy route. Consider showing management – perhaps in bite-sized nuggets initially – real-world success examples from organizations similar to yours in healthcare.

I’m currently immersed in Charlene Li’s new book “Open Leadership,” and suggest you reference it. Case examples surface as early as the introduction. In fact, the first regards Wendy Harmon’s (@wharman) work with the Red Cross. She faced similar management adoption challenges and used an educate and expand approach with much success. http://www.charleneli.com/open-leadership/

Also seek out crisis examples where communicating via social networks occurred, or didn’t in cases of companies reluctant to use them. Seeing how others handled or mishandled situations is evidence management needs to get off the fence.

Btw, glad you see value in the online newsroom concept which I believe, when well applied and faithfully managed, can serve most all of an organization’s audiences (customers, partners, employees, investors, media, analysts etc).

I love the idea of an online newsroom!

As a marketing/communications professional in the healthcare field, this is one of the many media platforms I’d like to include in my communications plan. It’s very challenging to keep nearly 2,000 employees and more than 600 physicians focused and engaged on issues that pertain to them. The online newsroom is a great extension to the website, serving as a medium to bring print articles to life with photos and videos, while at the same time, connecting with viewers in the social media realm.

A couple of years ago I was hoping to implement a digital signage system throughout the hospital, similar to what you see in hotels, convention centers and airports. After many visits with an outside vendor and reaching a very reasonable quote, senior management denied the request. If approved, this would have allowed me to manage and display content (news, links, videos, etc.) from my PC to several T.V.s throughout the hospital…sort of our own channel for internal and external audiences.

What is the best way to get buy-in from senior management? Without the necessary communication tools to do my job effectively, I feel trapped and unable to grow professionally. I’m so anxious to incorporate digital media into my daily routine. The organization also has been slow to embrace social media, which is a separate topic for another day.

Frustrated in K.C.

RT @ryanzuk: Taking #PR from static to style via vibrant newsrooms – Q&A blog post [link to post] #pradvice #journchat

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Taking #PR from static to style via vibrant newsrooms – Q&A blog post [link to post] #pradvice #journchat

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Essence Of Online Newsrooms: new post supplmnt to #PR Tactics article. Thx @davidhenderson @lallophoto [link to post]

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