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Communicating
Strategically: A Perspective and Case Study
about Creating Comfort with Uncertainty
Phillip G. Clampitt
Bob DeKoch
Tom Cashman
Abstract
Executives can communicate about anything but they cannot
communicate about everything. Consequently, either explicitly
or implicitly, they make communicative choices, which in turn
become the organization's communication strategy. These choices
are all the more important in times of great organizational
uncertainty wrought by increased global competition, quicker
cycle times and the ever-changing marketplace. What are the
communication strategies available to executives? How should
they be made? And which increase organizational effectiveness?
These are the core questions discussed in this article. We
conclude with a case study demonstrating the benefits of systematically
developing a communication strategy to address organizational
uncertainty.
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