A strategy for communicating about uncertainty

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.