MNG81001 Management Communication For the Organizational Objectives

Write the Role of strategic communication to achieve organizational objectives.

Answer:

Introduction:

The aim of the study is to understand the importance of strategic communication in an organization. The thesis of the study is that strategic communication plays an important role in achieving organizational goals and objectives. In order to evaluate the importance of strategic communication, peer-reviewed journal articles will be used as a secondary source of the study.

Role of strategic communication to achieve organizational objectives:

In the article, Argenti, Howell and Beck, (2005) have came up with the approach that communication technique used by an organization depends on the organizational strategies. The aim of better strategic communication is to enhance the strategic position of the organization. It has been pointed out that an organization undergoes a level of checks and goal keeping before a particular message is disseminated to the public. During that time, the proposed strategy might also change. “Many companies take a tactical, short term approach to communicate with key constituencies which are not only nonstrategic but may be inconsistent with the corporate strategy or even impede it.” (Argenti, Howell & Beck, 2005).

Changes in the formulation of strategic communication:

In the view point of Thomas and Stephens, (2015) strategic communication has been evolved in the present era of organizational strategies. The management is responsible for undertaking the approach towards the type of communication that shall be carried on in the organization. This is called business strategy. The leaders are responsible for proposing an empathetic language at the time of discussing organizational strategy. “These studies demonstrate the fluidity of organizational boundaries and highlight how stakeholder communication can shape an organization’s strategy from either inside or outside the organization.” (Thomas & Stephens, 2015)

Strategic communication from the employees’ point of view:

As stated by, Juholin, Åberg and Aula, (2015) the communication is also set according to the needs of the employees. The management should understand the role of each individual in an organization and then communicate with them accordingly. This communication should be designed to keep interaction and relationship with the major stakeholders (Coombs, 2015). Generating a proper strategic communication method for the employees is also important when the environment for operation is new. This way, the potential of the employees are enriched and the organizational objectives are met easily. However, there has been a considerable shift in the communication process among the employees and the management also. “The starting point of this tractate is the shift towards a more active employee role in strategic organizational communications.” (Juholin, Åberg & Aula, 2015). The top managers are the one who examine the entire communication process and the same process is carried on to communicate with internal and external public of the organization.

Conclusion:

With the analysis, it can be said that the management has to be proactive enough to understand the needs communication in the organization. The communication strategy should be set keeping the perspective of the external stakeholders and the employees as well. The success of an organization largely depends on the means of strategic communication.

References:

Argenti, P. A., Howell, R. A., & Beck, K. A. (2005). The strategic communication imperative. MIT Sloan management review, 46(3), 83.

Coombs, W. T. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58(2), 141-148.

Juholin, E., Åberg, L., & Aula, P. (2015). Towards responsible dialogue: Searching for the missing piece of strategic employee communication. Communication ethics in a connected world. Brussels: Peter Lang.

Thomas, G. F., & Stephens, K. J. (2015). An introduction to strategic communication.