Digital Signage Solutions

I admit. I got a bit excited when I received the latest PRSA's PR Tactics in the mail yesterday. Aside from the usual ranting of the same people, it has some really good and insightful articles in it from pros doing the work.

But the headline on the current edition is "Fast Forward: Video's continued evolution." That's right up my alley. I was hoping to there would be content focused on employee communications and not just PR and I wasn't disappointed.

So on page 13, I make it to an article by Mike McDougall, APR, titled, "The changing rules of the video game: Integrating online video into everyday communications."

Reading through the article, I agree with most of Mike's comments, with the key word being "most." He writes about the use of glossy corporate video compared to more home grown versions with employees shooting their own. Solid advice. Along with reminders about how inexpensive video is now. Couldn't agree more.

So I make it to the subhead, "Video for employee engagement." Now we're talking. The good stuff. . . . right?


What!?

Maybe a decade ago it was the rage, but the rage continues as small and large corporations are looking at digital signage as a way to reach all employees, not just those who don't have traditional access to email, voice mail and the intranet. Many like to single out the manufacturing workforce as if they are some sort of neanderthal workforce because they don't have easy access when actually many organizations (retail and hospitals for example) have thousands upon thousands of workers who don't stare at computer screens all day.

Also what I'm seeing and hearing is that employees are growing tired of always staring at their computer screens (if they have them). If you've been working at your desk all day, are you going to stay sitting there and watch (and pay attention) to a 5 or 10-minute video? So this is where communicators need to reach out and communicate in different ways. For many companies, digital signage is that different way.

And if dust was gathering on the screens as Mike suggests, it was because various communication departments lost focus and neglected the tool. It wasn't because employees weren't paying attention. And let's say it was because employees weren't paying attention, then the content must have stunk, which will kill any communications vehicle out there.

I'm all for video being pushed to the intranet. It's great, especially for remote or mobile employees who otherwise wouldn't have access. But even today, you mention to your IT department that you're interested in hosting lots of video and possibly even stream it, you'll likely either be met with blank stares or bouts of laughter. Yes, IT people do laugh.

And I guess I'm a bit confused by Mike's statement that intranets killed the video star but then he goes on to talk about the use of video on the intranet.

The video star is alive and well. You, the communicator, are the video star. You just need to make sure you have the right vehicles in place to deliver that video message.

Nice to get that all off my chest.