The power of strategic communication in organizational development
International Journal of Quality and Service Sciences
ISSN: 1756-669X
Article publication date: 10 June 2014
Abstract
Purpose
The purpose of this study is to describe and reflect on strategic communication and its relevance for organizational development and the service sciences.
Design/methodology/approach
The approach is conceptual and based on an analysis of relevant earlier research. In the first part of the paper, contemporary organizational challenges are discussed, using a communication perspective. Then, a discussion about communication foundations follows. Finally, four arguments why strategic communication is valuable for organizational development is discussed, raising questions for further empirical research.
Findings
The main driving force behind the increased interest in strategic communication is the organizational need of legitimacy to operate in the late modern society. The analysis concludes that there are possible synergies to be made between strategic communication (following a holistic and ritual approach to communication) and the service sciences. The four arguments for focusing strategic communication for organizational development are its relevance for organizational efficiency, image, identity and transparency. There is need of further empirical research.
Originality/value
Communication has for many years mainly been viewed as a transmission system and organizational function for production and distribution. In this paper, strategic communication is viewed as a critical organizational management process.
Keywords
Citation
Falkheimer, J. (2014), "The power of strategic communication in organizational development", International Journal of Quality and Service Sciences, Vol. 6 No. 2/3, pp. 124-133. https://doi.org/10.1108/IJQSS-01-2014-0007
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited