AOC-Ch02 - Assessing Organizational Communication Strategic...

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Unformatted text preview: Assessing Organizational Communication: Strategic Communication Audits Chapter 2 Initiating and Planning an Assessment Initiating and Planning Planning is necessary to orient both the auditor and the client to the assessment project. Assessments can be initiated either by the consultant or by the client. Sometimes the ethical auditor should refuse the assignment because of lack of expertise or because of the unsuitability of certain goals. Phase 1: Initiating Meet with key people to: 1. Accommodate client's purposes. 2. Achieve consensus about the project. 3. Define the scope of the assessment. 4. Familiarize the assessment team with organization 5. Familiarize management with the assessment procedure Phase 2: Planning 1. 2. 3. Make financial arrangements Decide nature of final report Clarify auditor-client relationship Purchase model Medical model Process model 4. Arrange liaison with organization Phase 2: Planning 1. Determine focal areas a. b. c. d. e. What do you need to know for the analysis? What would you like to know? What information is it possible to get? What are your priorities? Management's priorities? What information will most benefit the organization when it is fed back? Phase 2: Planning 1. Select Assessment Techniques Observations Interviews Questionnaires Critical Incidents Network Analysis Content Analysis Focus Groups Communication Diaries Phase 2: Planning Select Assessment Techniques Recommendations in choosing Use multiple techniques when possible (triangulation). Focus on actual behaviors as well as perceptions. Collection of data through electronic means is increasingly promising. Better return rate More in-depth open-ended questions Phase 2: Planning 1. Choose Employees to be Audited Canvas or Sample? Cost Audit Technique Expectations Stratified sampling is necessary Avoid making the sample too small Include all key people Do not overlook part-time employees How to decide who should be included Phase 2: Planning 1. Forecast the Time Sequence 2. Publicize Assessment before It Happens 3. Formalize Audit Arrangements Contract Letter A Matter of Perspective The entry to an organization is almost always through management. However, many people in organizations are excited at the prospect of improving communication. A Matter of Perspective Organizations are systems of human interaction. Employees want to be respected and involved at work. Often when employees resist organizational change, the resistance can be traced to how the change was introduced rather than to the nature of the change itself. A Matter of Perspective Managing change is a matter of managing communication. We view communication audits as a powerful integrative tool in helping managers and employees meet their rights and obligations to communicate with each other. A Matter of Perspective Perspective also means determining what your professional standards are and how they will be used. It is never unprofessional to "tell it like it is." It is woefully unprofessional either to bend your assessment to a management whim or to avoid dealing with unpleasant assessments related to specific people An Important Opportunity Auditors often have a research component in their assessments which helps in the refinement of their own theories. Cumulatively, such audits have been worthwhile in developing research tools that try to discover the keys to effective organizational communication. However, the first objective is to do a good job for the company. Assessing Organizational Communication: Strategic Communication Audits Chapter 2 Initiating and Planning an Assessment END ...
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