{"id":2013,"date":"2011-09-12T12:16:42","date_gmt":"2011-09-12T17:16:42","guid":{"rendered":"https:\/\/onthinktanks.org\/articles\/\/"},"modified":"2016-01-26T12:18:51","modified_gmt":"2016-01-26T17:18:51","slug":"responding-to-digital-disruption-of-traditional-communications-three-planks-to-odis-digital-strategy","status":"publish","type":"post","link":"https:\/\/onthinktanks.org\/articles\/responding-to-digital-disruption-of-traditional-communications-three-planks-to-odis-digital-strategy\/","title":{"rendered":"Responding to digital disruption of traditional communications: three planks to ODI\u2019s digital strategy"},"content":{"rendered":"
At a recent meeting to discuss ODI\u2019s communications strategy, it became very clear that communications is changing \u2013 and rapidly so. \u2018Digital disruption<\/strong><\/a>\u2019 is breaking down barriers between the traditional functions of a communications team, throwing up new challenges in all areas.<\/p>\n How organisations respond to these challenges could be central to their future success. At the moment, the digital presence of an organisation is only one of many sources people look to when judging credibility or otherwise. However, all the talk of Google \u2018making us stupid<\/a>\u2019 points to the increasing importance that regular users attach to information gleaned from quick, glancing searches of the internet to answer questions or gain titbits of knowledge. Think those quick searches won\u2019t extend to finding out about your organisation, a paper you\u2019ve written or event you\u2019re advertising? Think people won\u2019t make a decision based on a quick scan of your site? Think they won\u2019t care if they can\u2019t find you on Facebook to \u2018friend\u2019 or on Twitter to \u2018follow\u2019? As far as I can see, with increased internet penetration comes the day when the quality and coherence of your presence on the most popular digital channels is the source of most first impressions. And, as they say, first impressions count.<\/p>\n Simon Waldman of\u00a0The Guardian<\/em>\u00a0is right when he says that\u00a0for established organisations digital strategy is 90% transformation and only 10% innovation<\/a>. In ODI we haven\u2019t chucked the baby out with the bathwater: we\u2019ve built on our existing strengths. Our events have been extended to reach new audiences with online streaming; our print publications carry new online features and editions; we\u2019ve built engagement on high-profile external blogs into wider media strategies. ODI has been lucky to build on existing IT and online capacity, meaning we\u2019ve been able to move right to the top of the idealware\u00a0pyramid of online communications<\/a>:+<\/span><\/span><\/p>\n\n
So, how is ODI responding to this digital disruption?<\/h2>\n