Vinnie said the characteristics of E2.0 organizations are these:
- Ambitious community from day one – aiming for “enterprise” not a single tech category
- People, more than machine, centric
- Early adopter of social networks
- Well connected around globe
- Ethical – advocates for transparency
- Media/PR savvy
Vinnie believes the world of E2.0 is creating a need for more “black swan” public relations as crises reveal themselves instantly and spread more virally than ever before. “Look no further than BP and Toyota,” he said, “it could happen to any of you.”
For communications professionals, branding gurus and PR experts, there are five takeaways:
5. Good communications starts internally, not externally. Engage and empower your employees first – start there. Adopting new enterprise 2.0 technologies will help.
4. The functions of communications/branding/PR no longer reside within the confines of a “department.” These walls are breaking down and should keep breaking down.
3. Communications 2.0 must be holistic, embracing the entire organization and all stakeholders. Communication experts can strategize, monitor and help shape, but “non-communication experts” will positively contribute to brand enhancement when properly engaged.
2. Transparency remains a vital idea, not a cliché. Top-down autocracy is dead. Two-way communication triggers curiosity and fresh ideas.
1. Public relations is in an ideal position to catalyze this historic change. Remember what Vinnie said: the world of enterprise 2.0 is defined by organizations that are “people-centric,” “globally well-connected,” “advocates for transparency” and “media/PR savvy.” That’s us, right?