11 benefits of mixternal collaboration

Calls to integrate communications are nothing new, but the pandemic has given communicators the opportunity to finally shed the silo mentality.

During Ragan’s “Master Mixternal Communications in the New Normal” virtual conference, E.W. Scripps’ Kari Wethington and Beth Welter shared some insights to help teams practice what they call “mixternal” communications.

“It all starts with recognizing a need to collaborate,” says Wethington, who directs external communications at the media company. “For us, we started to see a bigger need to speak from the same messaging playbook as the company’s footprint expanded.”

“There may be a few growing pains along the way,” says Welter, who oversees internal communications, “but the benefits are a pretty convincing argument to give it a shot.”

Image courtesy of E.W. Scripps.