Chapter 11: What is Communication Effectiveness?

Learning Objectives

After studying this chapter, you will be able to:

•         describe the components of a communication audit and the Pulse Process

•         define a communication strategy and discuss the critical concepts of the definition

•         describe how to craft a communication strategy

•         describe different types of communication goals

•         identify the various message approaches and arrange them on a continuum based on the amount of information shared with employees

•         describe the characteristics of an effective communication strategy

•         identify guidelines that help to successfully implement a communication strategy
 

Chapter Summary

A world-class communication system starts with executives and managers who are skillful at cultivating an energizing culture, selecting and using the appropriate communication technologies, and properly managing information and knowledge, to name a few of the critical requirements. But, there are other essential elements to have in place: assessment tools, a communication strategy and a plan for implementation.

World-class communication systems use a process-oriented view of communication effectiveness. It starts with assessment, which then leads to the development of a communication strategy, and culminates in action. The process continues by returning to an assessment of the results, which highlights the continually evolving nature of the communication strategy.

The assessment describes the existing communication system and reveals employee misconceptions and reactions to current initiatives. The communication audit and Pulse are two tools that can gauge the general health of the organization’s communication system.   

Effective strategies emerge from a careful assessment and thoughtful inquiry. To craft a communication strategy, managers need to select a sequence of communication goals that links to the organizational goals and underscore a few key themes or messages.

Several guidelines that help to successfully implement a communication strategy include using repetition and redundancy, utilizing opinion leaders and attacking “discussion-terminating retorts.”
 

Outline

I.         Assess

a.       Communication audits

1.      Determine who should conduct the assessment

2.      Select the proper methods(s) or tool(s)

3.      Assure all employees that their comments will remain confidential

4.      Make sure that top management fully supports the assessment

5.      Carefully interpret your findings

b.      Pulse Process

II.     Strategize

a.       What is a communication strategy?

1.      Strategy involves a macro-level orientation that can be distinguished from tactical concerns

2.      Strategy involves implicit or explicit choices resulting in tradeoffs

3.      Strategy involves goal-setting

4.      Strategy involves anticipating others’ reactions

5.      Strategy naturally serves as the basis for action

b.      How do you craft a communication strategy?

1.      Select a sequence of communication goals that links to the organizational goals

2.      Underscore and explore a few key themes or messages

3.      Align the core messages, the communicator roles, and channels with the communication goals

c.       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 appropriate 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?

III.   Implement

a.       Use repetition and redundancy

b.      Identify and utilize opinion leaders

c.       Identify and attack “discussion-terminating retorts”

IV.  Assess-Strategize-Implement in Action

V.     Conclusion