Chapter 11: What is Communication Effectiveness?

Summary
This chapter answers questions such as:

• How should an organization determine its level of communication proficiency?
• How will enhancing communication impact the organization's strategic objectives?
• How should the organizations make changes in the communication system?

These are questions of assessment, strategy and implementation. The first phase, assessment, reveals such things as employee misconceptions and reactions to current initiatives. Communication audits and the Pulse Process are two alternatives to gauge the general health of the organization's communication system.

The assessment leads to the communication strategy, which are the macro-level communication choices the organization makes. This involves identifying a sequence of communication goals and underscoring a few key themes or messages. Effective communication strategies advance organizational goals, legitimize certain issues while de-legitimizing others and help make sense of the confusing and ambiguous.

Implementing the strategy can be enhanced by reiterating key messages, seeking the support of opinion leaders and identifying and attacking "thought-terminating clichés".

Outline

1. Assess
   1. Communication audits
   2. Pulse Process
      
      
2. Strategize
   1. What is a communication strategy?
   2. How do you craft a communication strategy?
      1. Select a sequence of communication goals that link to organizational goals
      2. Underscore and explore a few key themes or messages
      3. Align the communication tools and roles with the communication objectives and core messages
   3. What makes a communication strategy effective?
      1. Does the communication strategy advance organization goals?
      2. Does the strategy legitimize certain issues and de-legitimize others?
      3. Does the strategy shape an organizational memory?
      4. Does the strategy provide employees with a proper point of identity?
      5. Does the strategy help make sense of the confusing and ambiguous?
      6. Does the strategy evolve?
         
         
3. Implement the Strategy
   1. Use redundancy and repetition
   2. Identify and utilize opinion leaders
   3. Identify and attack "thought-terminating clichés"
      
      
4. Conclusion