OrgComm-Ch10ADW - Fundamentals of Organizational...

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Fundamentals of Organizational Communication Strategic Organizational Communication: Professional Applications of Organizational Communication Chapter 10
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Describing Strategic Organizational Communication “strategic organizational communication involves the ability to analyze a situation, select appropriate communication strategies, and enact those strategies effectively” (Conrad, 1994)
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Describing Strategic Organizational Communication Strategic communication is in fact a two- way, transactional process. Information is received by management from organizational members and the external environment, and in turn messages are sent by management to involved parties. It is a dynamic interaction.
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Describing Strategic Organizational Communication Strategic organizational communication is regarded as transactional processes in which organizational messages are deliberately generated; are based on environmental data, analysis, and strategy selection; and are guided by organizational objectives.
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Perspectives on Strategic Organizational Communication Research has indicated it is more effective to view strategic communications from an outside-in perspective. This orientation recognizes the importance of an organization’s environment and the need for organizations to be aware of changing environmental conditions.
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Perspectives on Strategic Organizational Communication Outside-in planning begins with an analysis of the organizational environment. Stakeholders – individuals or groups who have an interest in the organization and are able to influence the organization’s ability to meet its goals Outside-in planning lays the foundation for ongoing communication between an organization and its stakeholders.
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Perspectives on Strategic Organizational Communication A strategic communication goal may be to foster better interdepartmental and vendor communication. Numerous tactics such as job rotations, regular meetings, or teleconferencing may be used in support of the goal. Strategy involves anticipating the reactions of others. Strategy becomes the basis for action. Communication tactics are the actions that determine whether or not the strategic objective is realized.
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The Organization and Its Environment Multiple Publics A public is “a group of individuals tied together by some common bond of interest and sharing a sense of commonness.” “Dinosaur” organizations Lack of contact with the customer and environment Unwillingness to adapt to changing environments Organizations need to match their paradigms and planning systems to their environments.
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The Organization and Its Environment Environmental Scanning “the acquisition and use of information about events and trends in an organization’s external environment, the knowledge of which would assist management in planning the organization’s
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This note was uploaded on 09/20/2008 for the course COMM 425 taught by Professor Johnson during the Spring '08 term at Ashford University.

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OrgComm-Ch10ADW - Fundamentals of Organizational...

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