September 26, 2005

Ingredients For a Successful Internal Broadcast System

Video screens are popping up all across the employee environment, in elevators, lobbies, hallways and break rooms. With the rise of better flat screen and wireless technology, and the drop in prices of these systems, internal broadcast systems will continue to grow.

How can communicators ensure they’re maximizing these corporate TV networks to deliver the communication that employees and businesses need? First, think like a cable news producer. Understand that employees will pay attention if the information is timely, interesting, and relevant—and doesn’t take a lot of time to view. This means your system should feel a lot more like CNN Headline News or Fox News channel than a PowerPoint or the packaged corporate videos of 20 years ago. Here are some other strategies to consider in building a successful internal broadcast system:

• Set clear objectives. Understand what you’re trying to achieve: For example, to reach non-wired employees and provide up-to-the-minute news and information about the company.
  
  
• Establish content standards. Set editorial guidelines, posting/removal dates, length of broadcast and amount of time designated for corporate vs. local communications.
  
  
• Create alignment. Create a strategy for how your video system will integrate with other communication vehicles.
  
  
• Broadcast to a captive audience. Place screens where employees tend to stop and wait, such as the cafeteria or near the time clock. Avoid high-traffic areas like a hallway or front entrance, where people will walk past and ignore the screen.
  
  
• Invest in content. Subscribe to news feeds to supplement corporate and local content. Provide the local weather, business and national headlines to add timeliness and draw people to your corporate messaging.
  
  
• Staff it. Video is a hungry medium, and you’ll need people to create and manage the system. Not only will you need staff time at the corporate level, but also people at the local level to provide news and information.