Case Study about Creating Comfort with Uncertainty: Communicating Strategically and Perspective
Executive Overview: Executives can communicate about anything but they can not communicate about everything. Consequently, either explicitly or implicitly, they make communicative choices, which in turn becomes 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 Case Study.
Communication Strategy: The word “strategy” has more frequently been coupled with the word “business” than with “communication”. A long and intellectually stimulating history regarding business strategy has spawned both controversy and understanding. 7 Our aim is not to revisit the debates but to glean the core insights that allow us to suggest a viable, though surely not the only, approach for developing organizations’ internal communication strategy.
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