Staying connected: The communication between organizations and their environment
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 9 May 2008
Abstract
Purpose
The purpose of this paper is to systematically explore the basic ideas of what organizations should do to get “in tune” with the environment they depend on.
Design/methodology/approach
Literature was selected and studied in the domain of corporate communication, interactive modalities, and negotiation, and related to communication‐management of organizations.
Findings
The paper offers a well‐considered and structural overview of different communication tasks, how they are related, and how they can be managed coherently using the state‐of‐the‐art perspectives on effective communication.
Practical implications
The paper provides a model that gives a better insight into the range of activities a communications manager has to deal with in the strategic planning phase and in the execution phase. Therefore, the model can be used to get a more balanced distribution of consts and efforts. In addition, the paper reveals the kinds of competences that are at issue, and therefore criteria can be derived to evaluate existing competence profiles. These criteria are useful in the recruitment of communication specialists, as well as in the training and supervision of staff members.
Originality/value
Although numerous models can be found for depicting and categorizing the environment of organizations, little attention has been given to the way such continuous reflection can be achieved. This paper offers a global and systematic overview of the communication activities required. The model, developed in the paper, can be applied in comparative studies of corporate communication practices and how these relate to performances.
Keywords
Citation
van Woerkum, C. and Aarts, N. (2008), "Staying connected: The communication between organizations and their environment", Corporate Communications: An International Journal, Vol. 13 No. 2, pp. 197-211. https://doi.org/10.1108/13563280810869613
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited