Handbook of Corporate Communication and Public ... - Blogs Unpad

quality circle, quality action team, management
committee, board of directors, product
management group, crisis committee.
Whether an organization emphasizes oldstyle
hierarchical leadership techniques, what
have been called Theory X, or more contemporary
consensus management styles –
Theory Y or Z, the ability to work effectively in
and with groups is an essential element in a
broader definition of corporate communication.
The reengineering and quality programmes
are built upon a foundation of
shared commitment to corporate goals. Most
communication at work occurs in small
groups.
People give numerous presentations
related to actions and projects. Companies
and industries have their own particular presentation
style. In engineering and high-tech
firms, the presentations are straightforward
and factual. Engineers prefer an analytical
presentation of the facts. Visuals tend to be
overhead projections, or slides in formal situations.
Management presentations, on the other
hand, tend to be brief and direct with the
use of slides and video. More effort, however,
is spent on the form of the presentation
than would be for an audience of technical
experts. Managers expect a presentation of
the options, alternatives, and solutions, rather
than an analysis alone, because they need to
see the results of an analysis. Decision makers,
then, expect a polished presentation, not a
slick one.
Increasingly, meetings are on interactive
video networks, computer networks, and by
email. Meetings can occur through computers,
changing familiar patterns of eye contact,
facial expression, and body language in faceto-face
communication. Like the telephone,
computer-mediated communication calls for a
new etiquette of human interaction. As these
customs and rules develop, the corporate
communicators will be in the vanguard of the
change.
Selecting media
Corporate communication requires professionals
to determine the best media for
both the message and the audience: hightechnology
digital multimedia to low-technology
posters in the company lobby; a new
company logo to a ‘dress-down’ day for
employees are possible media for corporate
messages. Selecting the right medium for the
message plays a central role in the success of
the communication. The corporate communication
professional selects media, keeping in
mind the message, the desired effect on the
audience, and the corporate environment.
Cost is always a factor since resources – time,
talent, money – are limited and budgeted.
Negotiation skills for advocacy
communication
Contemporary management experts identify
at least six patterns of interaction in negotiations:
win–win, win–lose, lose–lose, lose–win,
win, or no-deal. Even though contemporary
business is highly competitive, it is also
extremely co-operative and interdependent.
Win–win thinking seeks benefit in interactions,
and selects agreements or solutions to
problems that are mutually beneficial and satisfying.
The contemporary business environment
is one in which today’s competitor is
tomorrow’s partner. Win–win builds an
environment of trust since the solution is not
your way or my way, but a better way.
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors