Is anything innovative?
Posted by Amy Bell on 7 December 2017

We live in a time when everything is billed as being innovative but, other than ground breaking research is anything truly innovative?

A warped birds eye view picture of lots of people standing on a tiled floor

If innovation is the process of change and the introduction of something new, innovation is definitely everywhere and has been taking place rapidly over recent years. But, if when communicators and writers use innovation they are trying to emphasise a significant step change or ground breaking, new invention it is a little over used.

I used to work with an innovation team, they managed projects for new technology which really was brand new. I have also worked on projects where innovation was the buzz word thrown in to make something sound more fantastic than it was.

When it comes to communication, I would argue that nothing is innovative. Most of the time, ‘innovative communication’ has been borrowed and adapted from elsewhere. A prime example is social media and the use of smart phones.

Over the past 10 years there has been an influx of new distribution and engagement channels, each heralded as ground breaking for the communications industry.

The new systems have required new skills to be developed and built, and a new, more dynamic way of thinking from the people who manage the flow of information. They have allowed for a brand-new specialist industry to develop, complete with wizards to work the magic and at first, the innovative technology led to innovations in how we communicate with each other and the businesses we interact with.

As the ‘new’ became mainstream the rules of engagement changed for communications professionals, a news cycle is no longer measured in days and weeks but hours in some cases. Public relations professionals and journalists no longer have control of what becomes a story. But, as the new channels settle, they become less ground breaking and more like any other channel to disseminate information, albeit much quicker to use, more immediately available to the world and without geographic boundaries.

Using the idea of ‘just another channel’ means that communicators can see the bigger picture, put the pieces together and find the best routes to their audiences but the methods of communication become less innovative. The way that we think about and use all of the methods collectively can now supply the innovation – innovating the experience of the audience.

“Since day one, Amy herself has fit seamlessly into our team, understanding the message we want to convey and the audiences we want to reach. Her upfront audit was invaluable in helping us internally hone our common voice, which has demonstrated itself in the consistency of the content we put out as a brand and as individuals within the company. Behind the scenes, Amy has instinctively adopted our internal communication methods (Slack, SharePoint) and works closely with our in-house graphic design team to ensure our graphics and copy are in sync.” Lucy Prior MBE - previously from 3Squared 2021
“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients. Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.” Karen Duncan - Lanehead Coniston
“I met Amy a few years ago at a Young Rail Professionals event and was able to provide her with an opportunity to manage the comms on a major alliance which she flourished at. Soon after she started, Marie came along to provide HR support across the multiple businesses. It seems only natural that being as dynamic and knowledge as they are, they are looking to work together on this new venture, which I am sure will be a huge success.” Karen Duncan - Lanehead Coniston
“I saved so much time after implementing a more structured approach which has given me the opportunity to focus on creating more content and work more closely with my clients. Amy and her team are easy to deal with and are quick to provide valuable solutions. I would not hesitate to work with Hey Me again in the future.” Karen Duncan - Lanehead Coniston

Start a project with us:

Get in touch