Presentation on theme: "The Role of Corporate Communications in Strategic Management Professor Leif Åberg University of Helsinki, Department of Communication Amsterdam, April."— Presentation transcript:
The Role of Corporate Communications in Strategic Management Professor Leif Åberg University of Helsinki, Department of Communication Amsterdam, April 1999
Elements zThe Functions of Corporate Communications zCorporate Communications and Strategic Management zCommunication and Change
”A group without goals is like a herd of mustangs galloping on a prairie. There is speed, sure, but no direction.” Erkki Tikkanen, a well-known Finnish manager, to the personnel of Labsystems Ltd., after having been called in to save this corporation from a crisis
(Strategic) Management zIt is about directing the resources zto direct, there has to be a direction zresource= a potential that can be used zcan be used, but is not necessarily used effectively za direction, where to? To the future! zBut future is in the mind of the beholder zkey concept: visioning, and sharing a common vision
Group synergy zA work group, in a synergic phase produces new, creative solutions in a positive manner: the members enjoy being synergic zsynergic processes make tacit knowledge and tacit skills to surface
”I accept this goal or task and I will give my best to help to fulfill it.” Vision has been internalized.
Conclusion: When skilled and knowing people are getting motivated, the organization should be able to direct the surfacing energy to a desired direction. For this, a good strategy and enthusiastic communications are needed!
Elements, again... zThe Functions of Corporate Communications zCorporate Communications and Strategic Management zCommunication and Change Aberg’s kite Aberg’s pizza Rowley’s and Roevens’ model of a ”good chaos”
Total communi- cations external market- ing inter- nal mar- ket- ing work instruct- ions induction to work induction to organization internal PR & scanning external PR & scanning product/ sercives profile & surveys coprporate/ manager profile & surveys External social networks Internal grapevine Åberg’s Pizza
LEGITI- MACY CORPORATE CULTURE GROUP DYNAMICS INDIVIDUAL DYNAMICS BUSINESS IDEA, MISSION STRATEGY GROUP AND TEAM GOALS TASKS COMMUNICATIONCOMMUNICATION Åberg’s Kite MANI- FESTAT- ION OF VISION SCAN- NING COM- MUNI- CAT- ING CHAN- GE VISION
A dynamic model of organizational change Revolution: VISION Evolution: VALUES Balance Transformation ControlChaos Enhance Perturb AttractExcite Task centered change Robin M. Rowley & Joseph J. Roevens: Organize with Chaos. Lint 1996