weaponized transparency.

When I think of the future of PR, at least part of what comes to mind deals with every individual in the company being a potential representative for what they do. Information is becoming more personal, and frankly, most interested parties would rather speak to the person responsible for the subject at hand, than speak to the person responsible for speaking to interested parties.

I'm looking forward to seeing a company use transparency as a weapon, both to encourage the best from employees, and to improve image and increase engagement.

Jumping on the bandwagon of the moment, I think the easiest way to do this would be to put the entire company on Twitter. Keep a company directory of accounts (personal or individual business accounts) with people following the rest of their group/department, and the people they are connected to on the ORG chart. The big positions would get followed by everyone, and follow, at the very least, all managers and directors, but preferably the entire company. Projects and divisions would have pre-determined hashtags.

The directory would be made public, available to people outside the company. And employees would be encouraged to use the system to communicate tasks, difficulties, scheduling, ideas, questions, concepts, irritations, etc. I recently compared Twitter to telepathy - imagine knowing what the guy in the next cube is worried about, without delay. Imagine knowing that your staff is all having the same issue, at different times. Imagine knowing what your organization is thinking.

Moreover, a certain (positive) panoptic effect kicks in. People who know they are being watched police their own behaviour. I can't imagine a company that uses public tweets as a major element of internal communications going Enron. I can't imagine anyone who is aware they are representing themselves, and their company, knowingly acting like an ass.

People suck less when they know they can be held accountable for their actions. This is the real essence of transparency - knowing that you can be, and will be, held accountable for what you do. This is the magic. Accountability makes people think before they act. Accountable people try to be great, at least more often than people who feel invisible.

I haven't yet mentioned the benefit of directed, asynchronous communication in a group of people who interact mostly between tasks. Or the benefit of a clear view of communications as it happens withing a group, that you can go back and observe. Or the value of watching your employee ecosystem, and changing strategy based on the patterns that emerge. Or the opportunity that random ideas emerging from the group represents. Or...

From a PR standpoint, this is the best nightmare ever. This much accountability, on an individual level, means that everyone has to be educated on the responsibility they now bear. Everyone needs to be trained in how to conduct themselves appropriately, within reasonable guidelines. The culture needs to change, to reflect a dedication to this level of transparency.

But companies would become more real. More trusted. When the truth is visible in tiny component parts, when the sub-units of meaning and message are visible to be interacted with and dissected, companies become, perceptually, what they are in reality: collections of people, with a common purpose. Given the amount of work that is done 'humanizing' companies, or emphasizing the role of caring individuals in the process, it's clear this is a priority. Fighting against the anonymity of people is going to be the most important part of the next type of company establishing itself as vital.

Put bluntly, the future has a sign on the door that reads 'No Cogs Allowed', and demands that every individual be unique and valuable, and be treated that way.

This is not the type of business that anyone is used to, or prepared for. But it's the kind of business that would best reflect the changes in society. Each individual being a point of contact, directly engaging with the public, is the way things are going to be. For now, and for a bit longer, we can relegate that role to a specific few. That won't be the case forever. Engaging interested individuals is going to be part of everyone's job description soon enough. PR, and other communications roles, are going to be about education, strategy, and facilitation. Which, if you're doing them right, they already should be.

I could not be more excited about the potential of working for a company where EVERYONE has to think about how their actions will look to the public. Because most of us should already be thinking about that, and too few of us are.