By Sanchez, Paul; Skellon, Paul; Arvind, Rajiv
Communication World , Vol. 22, No. 6
Airlines--Officials and Employees
Chemical Industry--Officials and Employees
Consulting Services--Officials and Employees
Skellon, Paul--Beliefs, opinions and attitudes
Arvind, Rajiv--Beliefs, opinions and attitudes
Sanchez, Paul--Beliefs, opinions and attitudes
Air New Zealand Ltd.--Officials and employees
Tata Chemicals Ltd.--Officials and employees
Mercer Human Resource Consulting L.L.C.--Officials and employees
Communication as a process identifies, educates and reinforces the current culture for stakeholders. The values and attributes of the organization can only be passed on through communication--formal and informal. The past, present and future of the organization, which reflect the culture, can only be preserved through various communication artifacts.
If the culture needs to be changed, communication is the main tool to galvanize the stakeholders around the change process. Communication, whether informing about a specific element of the culture change process or presenting a panoramic story of the entire endeavor, is the only organizational process that has the power to inform, educate and bring about cooperation and ultimately the kind of individual behavior change that leads to powerful cultural change.
Paul Sanchez, ABC, APR Communication practice leader, Mercer Human Resource Consulting London
I believe an internal communication team must take an "aerial" view of its organization to gain a clear understanding of the overarching culture and the diverse subcultures that may well exist within it. There's rarely an effective "one size fits all" approach to communication, but we can certainly craft a vocabulary that reinforces cultural objectives and sets the desired tone across all communication media. The most effective communications are delivered face-to-face, with themes and venues tailored to specific employee groups. When staff see that you understand their unique concerns, challenges or working environment, they buy into your desired culture. By respecting their diversity and "walking the talk" on corporate culture, you will see the power that sensitive communication has in positively influencing that culture.
Head of internal communications, Air New Zealand
Auckland, New Zealand
How many times have you seen employees with perfect jobs have the experience turn sour because of corporate culture and internal politics ? …