> Articles archivés   Dans la collection Stratégie La stratégie du cultivateur : semer pour évoluer Priorité à la vitesse : partage de news dans l'entreprise décentralisée “The polish before publish syndrome may be stifling your intranet.”

Priorité à la vitesse : partage de news dans l'entreprise décentralisée (avril 2004) Résumé : Comment empêcher votre intranet de s'étouffer par une trop forte volonté de perfection ? Comment déterminer où il faut standardiser et où il faut laisser libre la publication de news ? Quelles sont les questions clés à poser ? Où faut-il placer le curseur entre la vitesse et les contôles de qualité ?   Lire l'article complet en anglais ci-dessous.   Need for Speed Sharing news better and faster in geographically-dispersed organizations (April 2004) News is the lifeblood of a company. It is often the only cross-functional content shared on a regular basis between people scattered throughout the organization. News pieces in an organization include: press releases, stories, updates, highlights, zooms, focuses, watches, spotlights and so on.   Aimed at multiple targets and coming from varied sources, they have different levels of importance and "time to market" requirements. Many lose value over time; some lose validity when circumstances change. During an intranet audit, a field unit manager once complained to me, "Our intranet only has finished content. We never see work in progress, stories as they happen. Everything is polished before it's published." The "polish before publish" syndrome has its place, but can stifle an intranet if it is not appropriately balanced with freer and faster methods. Different factors may be causing the "polish before publish" approach to dominate content on the intranet. Perhaps all news pieces -  whatever the source  and target - must be approved by corporate communications before being published. Or, there may be no content management system so people email news to web masters who put it on line. Maybe the content management system was implemented without considering that all news pieces do not require the same degree of structure and control. Content management policies need to be based on rules with flexibility. So much publication is slowed down because users are forced to use inappropriate templates or workflows. First ask the questions “what” and “who” What kind of content is it? Who produces it? Who is it intended for? Then ask how much control should there be over the creation, approval and publication of each type of news piece? Formalized control is rarely necessary for centrally produced and approved news pieces whatever the original source of information. This is because a small team in a single location controls the chain, usually corporate communications. The wording and the official translations are carefully scrutinized and fine-tuned. These items are often published both on the corporate web and the intranet. Example: press releases, major organizational changes. Another category requiring little formal control is the more “informal news pieces” published in specific places under the responsibility of space-owners such as the project manager, the local communications manager, the head of a business division. Timing is critical: often the faster it’s published the better. The life span may not be long. Example: project updates, local organizational changes, country-specific news. Control only where it brings value A different challenge is posed by content created locally but of interest to the whole organization, or to people dispersed throughout the organization. It requires a considerable degree of standardization so that the different pieces coming from a wide range of sources in the organization can live compatibly together. Common meta data and structure are essential. Otherwise, this content will not serve users throughout the company. Examples: customer success stories, meeting reports for global projects. When doing this analysis,do a first run yourself, then get key news providers and users in your organization to help you work out the details. By working directly with them, you'll have buy-in by the time you are finished. It will take longer, but the results will last longer.   (April 2004)

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