Having recently received another IABC Gold Quill award application in my post box, the thought occurred to me that for all of the energy, money, and enthusiasm the organizational communication profession lavishes on best practice, we pay precious little heed to the cultivation, incubation and maturation of “next practice”—the innovation we need to move the profession forward, and perhaps, conclusively demonstrate the real economic value we provide.
This is not to disparage the Gold Quill, Silver Anvil, and other award winners and applicants proliferating through our profession. But having been a Gold Quill judge in the past, I noticed that far more emphasis is placed on meeting “tried and true” (or perhaps, “tired and true”) criteria for measurement and mechanics and less on whether an entry breaks new ground.
Changing the criteria of established award programs may not be the most appropriate ways to recognize innovation. But what are the best ways to encourage it? Here are some potential starting points:
· Connect with new disciplines
Business communication is by no means the only discipline that involves communicating with people and changing and mobilizing their behavior. Advertising, politics, sociology, social networking, and even information technology have much to teach the organizational communicator and are readily accessible. Chaos theory and quantum mechanics offer interesting parallels as well, albeit requiring some translation.
· Identify the best external case studies
Yes, it’s great to hear about Southwest Airlines, DHL, (CW cases) and other companies that are doing things right. But some alternative cases from other realms that could have more to teach us. One case study that leaps to mind is the phenomenal success of Rev. Joel Osteen and his
I don’t know about you, but I would think that what it takes to turn a church that fills a 1800-seat sanctuary into one that fills an 18000 seat arena is something that would be directly relevant to a business communicator seeking to create community and momentum in a changing world. Some of the glue may be theological—but even theology holds some parallels in business communication where we often speak to “vision”, “mission”, “purpose” and “objectives.” And I bet some of the driver is organizational—where Osteen and his church are mastering the technologies of community building, social networking, and organizational design in a way that most Gold Quill winners could only envy.
· Open new platforms
The realm of business communication conferences and conventions is hardly fertile ground for new and innovative practitioners. Mainstream organizational conventions often demand presentation scores from previous outings; conferences hosted by publishers also seek “proven commodities” or, more perniciously, effectively sell slots to “sponsors”.
There are ways to open viable new platforms to innovative practitioners and create well-attended showcases for “next practice.” One approach is particularly promising—to hold an “open-space” session alongside or after an established convention where practitioners can present their ideas, cases and workshops, and, through evaluation, earn their place on future agendas. Open Space sessions focused on specific topic areas often lead to the formation of new networks and coalitions—something that could only add value to the traditional convention format.
An effort to stimulate and incubate “next practice” involves some risk and some organizational capital—as to take us beyond where we are involves venturing into the unknown. But I think we can do better than yet another retooling of the line management cascade or analysis of an above-average online newsletter.
