Essay: Successful and Effective Personal

Pages: 8 (2159 words)  ·  Bibliography Sources: 8  ·  File: .docx  ·  Level: Master's  ·  Topic: Business - Management

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[. . .] (ECOLOGIA, 2000)

External communication is process-oriented and should include: (1) identification of "the objectives and audiences of the external communication program; (2) identification of the existing information which may serves these information needs and any related issues of confidentiality; (3) identification of the types of information that will be communicated; (4) setting up responsibilities for external communication and this includes such as data collection, analysis, validating and dissemination; and (5) monitoring the quality, performance and effectiveness of external communications and adjusting them as necessary. (ECOLOGIA, 2000)

External communication may include such as: (1) production of "special printed or electronic documents and disseminating them to concerned audiences; (2) establishment of "more open access procedures for existing documents and information; (3) organizing public hearing, public meetings, 'open-door' events, exhibitions, seminars, and so forth where interactive communication is known to occur; and (4) setting up of hot-lines and other services that disseminate information and collect the comments of stakeholders. (ECOLOGIA, 2000)

The work of Linda Pophal (2009) entitled "An 8-Step Process for Creating Effective Internal Communication Plans" states that each communication plan shares specific elements, which are, stated in common and is an approach, which contains steps, which are stated to be similar to the following:

(1) Situation analysis/background analysis;

(2) Quantifiable objectives/goals;

(3) Target audience(s);

(4) Key Messages;

(5) Strategies and Tactics to Meet Objectives/Goals;

(6) Responsibility/Accountability for Completing Tactics;

(7) Budget;

(8) Measurement. (Pophal, 2009)

It is important that the following stakeholders within the 'target audience' be considered when an internal and external communication plan is formulated:

(1) Managers;

(2) Supervisors;

(3) Employees at the plant

(4) Employees at large

(5) Senior leaders

(6) Community leaders

(7) Local media (and potentially regional or national media)

(8) Board members

(9) Customers. (Pophal, 2009)

Robert Kaplan and David Norton introduced the "Balanced Scorecard Performance Measurement Method" in 1986 and introduced five principles that transform the organization and create a strategy-driven performance management organization. Those five principles include the following: (1) translate the strategy into operational terms; (2) align the organization to the strategy; (3) make strategy everyone's everyday job; (4) make strategy a continual process; and (5) Mobilize change through executive leadership. (Kaplan and Norton, 2001) Kaplan and Norton note that without an effectively communication strategy that can be operationally applied the organizations' strategy will experience failure. In addition, aligning the organization to the strategy is critically important in ensuring that the strategy is one of an effective nature that has the potential for succe3ssful implementation. (2001, paraphrased)

Kaplan and Norton additionally relate that the organization communications program should be inclusive of the objectives as follows: (1) development of an understanding of the strategy on an organization-wide basis; (2) development of buy-in of team members which provides support to the strategy; (3) education of the organization about the measurement of the balanced scorecard and the management system for strategy implementation; and (4) provision of feedback, via the Balanced Scorecard concerning the strategy. (Kaplan and Norton, 2007)

Summary and Conclusion

This work in writing has examined organizational communication both in terms of 'external' organizational communication and 'internal' organizational communication processes. Organizational communication is a critical aspect of organizational success both within and without the organization's immediate work environment. Internal communication processes enable the organization to work in a state of cohesiveness and collaboration while external communication enables the organization to succeed in the outside world business environment. Communication in organizations may be either formal or informal in nature. It is important that communication processes are user-friendly in the organization and that when communication is conveyed that it is conveyed clearly.


Roehler, Yvonee (2006) Gain competitive advantage. Increase profitability. Make great decisions. Do it now. Ask me how. Roehler's Solutions. Retrieved from:… [END OF PREVIEW]

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APA Format

Successful and Effective Personal.  (2010, December 31).  Retrieved December 7, 2019, from

MLA Format

"Successful and Effective Personal."  31 December 2010.  Web.  7 December 2019. <>.

Chicago Format

"Successful and Effective Personal."  December 31, 2010.  Accessed December 7, 2019.