From MC, OC

1
From MC, OC CC to CM Communication Management
as an Integral Skill in Managerial Practice

• Management Communication Association Conference
• May 2002

2
Shifting Perspectives from MC to CM

• FallManagement Communication
• I. Introduction to Strategic Communication
• - Storytelling and Giving Feedback
• II. Persuasion and Argument
• - Convincing Others of Your Point of View
• Focus on individual manager, communicating at a
  moment in time to a singular audience

3
Shifting Perspectives from MC to CM

• SpringCommunication Management
• III. Communication Management
• - Moving Messages inside Organizations
• - Communicating as an Organization
• IV. Communicating as a Group
• - Managing Group Projects
• - Speaking with One Voice
• Focus on organizations, managing communication
  over time within a web of multiple audiences

4
Strategic Communication Model
Culture Context
Message
Communicator
Audience
Channel Choice
Response
Adapted from Munter, Guide to Managerial
Communication
5
Corporate Communication Model
Culture Context
Messages Images
Organization
Constituencies
Channel Choice
Constituents Response
6
Premise is to frame CM with an analogy

• Communication
• is a critical organizational resource that can be
  managed, just as one manages cash flows or
  inventory.

Includes but is not limited to reputation
7
When you hear
the problem around here is communication
It usually isnt that simple.
8
How well does communication flow?

• Across boundaries, e.g. cultural, functional,
  organizational, technological, and so on?
• Through formal channels?
• Through informal channels?
• Up, down, and across the organization?
• To and among constituencies?

What can be done to improve the quality,
quantity, flow, direction and timing of
communication?
9
CM framing solves teaching problems

• CM figures communication as an asset/investment
• CM is something every manager can do in his or
  her own practice of management
• CM unifies conceptually the internal (OC) and
  external (CC) dichotomy
• CM integrates individual communication (MC) in a
  broader context of communication activities
• CM raises the stakes on MC, since for all intents
  and purposes, the individual manager is the
  organization for many constituencies

10
Organize module as managerial activities

• Managing Communication in a Changing Context
• Communicating Across Organizational Boundaries
• Designing Communication Processes for Strategic
  Planning
• Managing Communication as a Critical
  Organizational Resource
• Communicating as an Organization

11
Organize module as managerial activities

• Designing a Corporate Identity
• Managing Media Inquiries
• Communicating Corporate Value Values
• Addressing Issues of Public Concern
• Managing Communications in a Crisis
• Promoting Corporate Philanthropy

12
CM enriched OC in our curriculum

• Role of communication in creating organizational
  culture and style
• Communicating strategy throughout the
  organization
• Communicating in global teams
• Role of communication in knowledge management
• Communication in organizational networks