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Communicating with the truth is always influential in gaining trust. Truthfulness has an immediate and consequential effect on the credibility of communication which is foundational when establishing relationships or creating agreements (Schuster & Copeland, 2008).The case study dealing with the Sweet Leaf Tea beverage company, displayed a fundamental breakdown with internal communication. After building the company and gaining the internal trust of employees and customers of SLT, Clayton Christopher announced that he was leaving the company (Argenti, 2013). The changes that might occur at the top of any organization influences an amount of uncertainty within an organization, so it is vital to communicate change to regain trust if it was previously lost during the transition. The changes with the upper management sometimes influence changes to the mission of the organization, and communication that new mission is very important for those that are affected. Directional controlof an organization is important for the internal focus of strategic communication. The managers control the internal direction of an organization with their mission and vision, but they also
EFFECTIVE CORPORATE COMMUNICATION STRATEGIES10infuse their personal directional control after taking over power. The teachings of God always keeps his children reminded to seek his internal direction, and according to his word in the Bible,“whatever you do, work heartily, as for the Lord and not for men” (Colossians 3: 23, ESV).External CommunicationExternal communication is a very broad topic that encompasses many variations of corporate strategies of communication, external communication in this research is mainly focused on the organizations external identity and how the organization is viewed. Corporate strategists need to be both for structural mechanisms and for policies that recruit individuals that fit these types of roles (Kleinbaum & Stuart, 2014). Maintaining the core internal values help organizations to keep its focus on the mission and vision of the organization, so the identity of the organization remains consistent with the direction. Communication can occur in multiple ways and can foster integration different types of strategies. According to Morsing and Schultz (2006), “a one way communication strategy, a two-way asymmetric communication strategy and a two-way symmetric communication strategy, each of which is related to the processes of sense-giving and sense-making (p. 326). Communicating continuously between upper level and lower level managers, and doing this with the same level of authenticity can evenly distribute information between management levels.Communication requires an equal give and take method to provide different views of possible unique situations to be resolved.