Communicating Strategic Plans

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1、THECORPORATESTRATEGYBOARDSECONDARYRESEARCHCommunicatingStrategicPlansMay1998TheChallengesofCorporateCommunicationThePainofMiscommunicationTacticsUsedtoCommunicateStrategicPlansInternal"Advertising"CampaignsSeminarsandTrainingProgramsAppendix:ParticularApproachestoCommu

2、nicatingStrategicPlansThisprojectwasresearchedandwrittentofulfillthespecificresearchrequestofasinglememberoftheCorporateStrategyBoardandasaresultmaynotsatisfytheinformationneedsofothermembers.Initsshortanswerresearch,theCorporateStrategyBoardrefrainsfromendorsingorreco

3、mmendingaparticularproduct,serviceorprograminanyrespect.Sourcesarecontactedatrandomwithintheparameterssetbytherequestingmember,andtheresultingsampleisrarelyofstatisticallysignificantsize.Thatsaid,itisthegoaloftheCorporateStrategyBoardtoprovideabalancedreviewofthestudyt

4、opicwithintheparametersofthisproject.TheCorporateStrategyBoardencouragesmemberswhohaveadditionalquestionsaboutthistopictoassigncustomresearchprojectsoftheirowndesign.CatalogNo.:071-203-767COMMUNICATINGSTRATEGICPLANSPAGE1MAY1998THECHALLENGESOFCORPORATECOMMUNICATIONTheno

5、veltiesofcurrentcommunicationtechnologiespushbeyondtheonceunfathomableheightsofinnovationtoexpeditethecorporatecommunicationprocess.Thoughtheseinnovationsdazzleconsumers,theyneverthelessfailtoaddressacentralconcernofcommunication:contentandeffectivenessofthemessage.The

6、demandfor“good”communication—dialoguethataffectsacorporate-wideunderstandingofanynumberofissuesatcorporations—pullsateveryorganization,regardlessofindustry,ageandreputation.Tosurviveinthemodern,globaleconomy,companiesmustbeflexibleandadaptive,notonlyinchangingthewaysth

7、eydothings,butalsoinhowtheyrespondtonewopportunities.Anintegralpartofthischallengeistheneedforfacilecorporatecommunication.COMMUNICATINGSTRATEGICPLANSPAGE2MAY1998THEPAINOFMISCOMMUNICATIONCompaniescommonlyfailtomeetthechallengeof“bringingallemployeestothesamepage,”bybui

8、ldingacommonlanguageandsharedpurposeacrossthecorporation.Whenitsurveyed19,144workingAmericansinAugust1997,WorkUSAfoun