The goal of every corporate communication process or plan is to drive quick response to the message. But, with so many companies struggling to connect with employees, prospects, investors, and media, it is no surprise that traditional methods are no longer as effective. Some believe this to be a growing sign of a loss of confidence in the freedom of corporate organizations while other simply believe it is a by-product of the high-pressure era of mass communication. In whatever camp you reside, the experience economy is demanding a more innovative and deeper approach to communicating the message.

The new communication methodologies of today show a pervasive use of video for building value in creating messages that drive results through story. It is a brilliant idea, for organizations to use story in an uncut, raw form to reach those who are directly impacted by a particular message. A live example of this can be seen in Unity Media Group’s “Unity Raw Channel.”

The video above gives an overview of the Unity Raw Channel, the brainchild of Unity Media Group’s Director of Production Operations, Roger Zanders.  The channel was designed to provide a straight forward, up close and personal view of company information. But, the interesting part was the short-form, unedited approach to the video coupled with Unity’s WonderBar™ application, which essentially organizes the information, delivers it via a drip-cast (in small digestible chucks) and has the capacity to prove that the desired result in sharing the information with each employee has occurred.

This is by far a much more powerful and thought-provoking approach to the standard email, memo, or basic newsletter. For an additional example of the WonderBar™ in action visit blog post St. Luke’s Health System Takes Corporate Communication to a New Level