How Does Undervaluing Communication Tools Affect an Organization's Work?

By Marijke Hallo de Wolf, Fundacion Futuro Latinoamericano (FFLA)
May 2001

Background

When FFLA created its Web site, an external designer was contracted to develop it according to FFLA's specifications. A project assistant was in charge of working closely with the designer to modify and update the Web site after several internal discussions on its design, structure and content. When the project assistant did not have the time to follow up on the maintenance of the Web site, an intern was given the task to work with the external designer to follow up on the updates. Currently the General Coordinator is in charge of all the activities related to Web management and is supported by a Project Coordinator, who received a 14-hour training session on Web management. Unfortunately, neither of these staff members have the time necessary to effectively update and improve the organization's Web site, and identify other communication tools that would improve the work of other staff members as related to specific projects.

The problem

FFLA currently has no communications strategy set up; it's Web site is not being updated or modified to consider its internal and external audiences' communication needs; staff are not fully aware of the potential of using different communication tools that would enhance their work as related to different projects; and staff in charge of Web site management have no time to fully dedicate to this task. Ideas to improve the Web site and use different communication tools to deliver specific services to external users are on stand-by.

What has and is being done

FFLA engaged in the SDCN as part of an internal realization that the organization can enhance its work through the use of different communication tools. Part of that effort included improving FFLA's equipment availability so there would be enough computers in the office for all staff members, contracting a new Internet service provider that allowed staff to be constantly connected to the internet (which has led to improved research capability and communication with external audiences), as well as have the Web site documents in-house (which will allow us to make updates and changes to the Web site without going through an external designer). Two staff members were also trained on Web site management. After a strategic planning meeting, FFLA staff realized the importance of having a person specifically in charge of communications, and has set the goal of hiring a person with a communications management background to help set a clear communications strategy that will help the organization enhance its work as related to different project needs.