Integrating Corporate Communications: The Cost-Effective Use of Message and Medium

Integrating Corporate Communications: The Cost-Effective Use of Message and Medium

Integrating Corporate Communications: The Cost-Effective Use of Message and Medium

Integrating Corporate Communications: The Cost-Effective Use of Message and Medium

Synopsis

Seldom does a work on corporate communications take such a radical economic approach to the topic. Horton integrates corporate communications cost-effectively into all business activity and presents a new way to look at corporate communications as a force behind all business disciplines. He describes and reviews external and internal communication; examines human behavior in communicating; reviews corporate communication structure; and analyzes messages and media and shows how to get started toward cost-effective corporate communication.

Excerpt

A manager's job is to get results to ensure the survival and success of a business. Managers rarely have the luxury of parsing business disciplines into finer points of view. They are practitioners who use tools to get a job done. They use whatever specialized languages, concepts and disciplines they need to complete tasks at hand.

Managers use judgment to construct a total picture of a business environment. They use reason and intuition to formulate messages and media skills to direct action to profitable ends. Complicating their tasks is a constantly changing business environment with opportunities and threats. Managers are guides, enablers and balancers, who work in a realm between concept and implementation in business. They simplify actions for employees and customers and provide the clarity needed to accomplish economic transactions. Like most leaders, they find that management is as much persuasion as it is driven by personal power.

We have long lists of the leader's requisites--determination, focus, a clear goal, a sense of priorities, and so on. We easily forget the first and all-encompassing need-- followers. Without them, the best ideas, the strongest will, the most wonderful smile have no effect. . . . It is not the noblest call that gets answered but the answerable call.

One challenge managers face with business communication is that few business disciplines focus on communication alone. The academic and consulting communities often treat communication as a subtopic of other management crafts, such as marketing, accounting, organizational behavior, public relations, public affairs, human factors, advertising, direct mail, mul-

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