31.03.2009

"Exchange buffer" – Kommersant.

How do you set up a company system for communicating with the outside world, which will run smoothly without interruption? This question concerns not only directors of companies with such a structure, but also business owners. The answer to it is not as obvious as it may seem at first glance. <...>

<...> The reason is internal. The reluctance to give information and share opinions is talked about not only in relation to directors’ attitudes to the media, but also regarding their position in principle. Moreover, in the era of globalization, the personal position of a manager is constantly put in second place. The system of social communication rules and the way to work with journalists, clients and partners is defined by clearly described standards. In the opinion of Julia Proshkina, the marketing coordinator of the legal firm Duvernoix Legal, the basis for the system of communication in any company is the correlation between the systems of internal and external communication. She notes that setting up a system of internal communication is extremely important, as the effectiveness of the system of cooperation within a company determines whether the organization can effectively react to external needs. In the search for a more effective form of cooperation with the company’s external sphere, experiments have been used. In Duvernoix Legal a special ‘hotline’ was set up for journalists. "The hotline it is understood as for answers to questions which require an immediate answer under the jurisdiction of the partners and heads of practice" – explains Julia Proshkina – "Questions which do not require immediate answers and which need to be worked on to a greater extent, for example by studying the judicial practice, can be commented on by either heads of practice or lawyers from the firm." Miss Proshkina points out that, in actual fact, any request can involve the work of all the company’s employees, not only the most active and forthcoming ones. <...>