EIDO PR has recently introduced some powerful new tools for clients to interact directly with their PR programmes. Adrian Jones, principal of EIDO PR, explains the methodology and the advantages that these facilities bring.
Businesses have traditionally been dependent on a bricks-and-mortar presence for their livelihoods. Yet, in the Western economies, knowledge-based business is fast becoming the prevalent form of commerce. Knowledge business, as the name implies, relies much more on the software that we all carry around with us in our heads than physical assets such as machinery or office hardware. The demands of business have changed, and with it, our response to those demands.
There is now a far greater reliance on work outside of the traditional workplace. It’s tempting to think of this as a new phenomenon, but it’s actually no more than the logical progression of a trend that started with the arrival of the mobile phone. In business terms, the significance of the mobile phone was that it freed people from reliance on the office phone system, and for the first time, allowed them the freedom to work effectively away from their desks.
The internet allows us to do that far more effectively, and arguably, has had an even more dramatic effect on business practices than the mobile. It has, however, proved a good deal more challenging to integrate into the business landscape. Certainly, technology was a factor in that development process, but the internet as a business medium has also required some time to gain acceptance as a concept. This was quite a different process than the route that the mobile took in becoming a de rigeur business tool. The concept of the telephone was already well developed long before the advent of the mobile phone; the internet, on the other hand, had the business community scratching its head for quite a while before they worked out what to do with it.
The majority of people now accept that the internet is a powerful – if not indispensable – tool for business, and its use in the shape of websites and email is now pretty much universal. However the internet –like business – has not remained static over the last decade. The growing confidence in the underlying technology and the increasing demands of knowledge business in the 21st Century means we are now on the threshold of another conceptual shift in how the internet is used.
As personal computing and personal networking have become increasingly sophisticated, the ability for people to work remotely has increased dramatically. The average household now has the computing power that businesses of a decade ago could only dream of. Many businesses now accept remote working as a fact of life, but in reality, remote working is already becoming inadequate to cope with the demands of today’s knowledge business.
The word “remote” implies nothing more than something occurring away from its usual location. However the reality is that business is now moving away from dependence on the physical office environment altogether. Consequently, the phrase “remote working” has very little meaning in knowledge business because “knowledge” IS the business. Therefore the “business” can only exist where the knowledge is. The challenge for us – and for any knowledge business – is to get that raw material in front of the people that need it. We call it “distributed working”.
For us, distributed working is the only business model that allows effective day-to-day management of complex interactions between individuals who certainly don’t share the same physical space and – more often than not – are not even in the same time zone! Distributed working recognises that the business world in a knowledge-based economy is hugely more dynamic and fluid than that for which our “traditional” business structures and practices were invented to serve. We also recognise that most knowledge workers have to deal with a vast array of inputs simultaneously, coming at them from all angles and it is no longer possible to process these effectively in a linear “inbox-to-outbox” fashion. Distributed working allows many people to collaborate effectively in a non-linear environment, completely irrespective of their physical location or time zone, and yet to participate much more fully in the interactions which are the life-blood of knowledge businesses.
At EIDO, we have embraced distributed working as a core philosophy of our business. From July 07, we are rolling out a programme of powerful new online facilities which will enable all clients to take advantage of distributed working in their interactions with us and with colleagues, wherever they happen to be. We are tremendously excited by the possibilities that these developments will bring, and look forward to exploring them more fully with clients over the coming months.
EIDO Public Relations
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