Communication and organizational success

Authored by: Dennis Tourish , Owen Hargie

Auditing Organizational Communication

Print publication date:  March  2009
Online publication date:  March  2009

Print ISBN: 9780415414456
eBook ISBN: 9780203883990
Adobe ISBN: 9781134122059

10.4324/9780203883990.ch1

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Abstract

The central purpose of this book is to explore how audits provide a clear picture of the communication climate that organizations face, internally and externally. However, this approach has to be anchored within a wider context, which establishes why anyone should bother to investigate the effectiveness of their communications programmes in the first place. Managers already face a surfeit of challenges. This chapter explores the benefits derived from treating organizational communication with the same diligence normally reserved for such functions as finance. A manager’s intuitive feel for whether the company’s books show a profit, or are splashed in red ink, is not normally regarded as sufficient. Hard evidence is required, to establish whether further success or imminent insolvency is in prospect. But, bizarrely, organizations often seek to determine whether they are communicating well without recourse to any kind of objective data. A moment’s reflection shows that this is not a credible approach. As this book will demonstrate, it can be incredibly difficult to diagnose an organization’s communication climate with any degree of accuracy. We therefore offer a systematic approach to the construction of a seaworthy communications strategy, and the rigorous evaluation of all steps taken along the way.

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