Seeing is Believing - The Power of Rich Media
Many companies see the attraction of making their ‘vision’ vivid and tangible as a proclamation of the ideals that define the company for the benefit both of its employees and its customers. However, ‘mission’ or ‘vision’ statements have lost much of their intended power in recent times. Statements such as “We will have an unrivalled reputation for excellence through the quality of our people and brands” have become as commonplace as they are anodyne, and cease to have any real weight or meaning.
Experience shows that it is extremely difficult to convey a forceful message through the medium of words alone, especially in a world in which communication is increasingly image driven. Indeed, it seems ironic that the word ‘vision’, by definition visual, has come to refer to these abstract one-line statements, which usually mean so little.
At the same time, the need to express specific corporate values and objectives remains extremely important, both to define the business and to help connect its people to the common purpose.
The application of Rich Media techniques addresses these problems by replacing abstract words with images that that are meaningful to everyone, from the top to the bottom of the organisation.
As we shall see, in addition to creating vivid pictures abounding in meaningful information, the Rich Media approach offers two key management opportunities:
• To align the leadership team through the process of creating, developing and agreeing the picture
• And to use this valuable tool for engaging with employees.
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