By Lyn Smith, Pamela Mounter
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Extra info for Effective Internal Communication 2nd Edition (PR in Practice)
Sample text
Here the focus, if it can be described as such, is on the individuals themselves as separate individuals who choose to work together. Where this kind of group has sprung up within universities and healthcare settings there can be real stresses and strains with the overarching structure, which will often be largely bureaucratic. Concentrations of highly skilled professionals are less likely to pay attention to messages they perceive as having been centrally generated by the organization. They are more likely to be focused on their individual professions and will look outside the wider organization to their professional institutions for their information needs.
Technology has only served to increase the likelihood that management will assume the production of spreadsheets and bullet point-style presentations constitutes good communication. Not as much has changed as might have been wished for according to Roger D’Aprix, who devised a communication model more than 20 years ago in his book Communicating for Productivity. His theory is revisited in an interview with him conducted by B Gorman writing in Strategic Communication Management (2003). The original 1982 model argued that employee communication should be regarded as a strategic process.
Practitioners seemed to rely on a range of organizations operating in the sector: the International Association of Business Communicators, British Association of Communicators in Business and the Communication Directors Forum in addition to the Internal Communication Alliance (now CIPR Inside). Although everyone felt that communication was something required of all managers, the reality in terms of what has been delivered on a day-today basis was rather different. Internal communication should be planned, coordinated and linked to business strategy, and this is where the specialist fits in.
Effective Internal Communication 2nd Edition (PR in Practice) by Lyn Smith, Pamela Mounter
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