Survey of Dallas-Area Executives Identifies Communication Priorities

By Geddie, Tom | Communication World, May 1995 | Go to article overview

Survey of Dallas-Area Executives Identifies Communication Priorities


Geddie, Tom, Communication World


Area business executives want professional communicators to concentrate on organizational goals rather than routine activities, according to a Dallas/IABC survey about communication challenges.

The one-page survey, mailed in mid-December to 100 area executives at representative companies in the Dallas area, drew 15 responses. When asked how effectively communication staffs focus on important business objectives, respondents rated that effectiveness as a "4.1" on a five-point scale, with five being the highest possible rating.

Because of the size of the survey, responses should be considered for discussion purposes, rather than as being representative of all Dallas-area executives.

"Stay focused on overall organization thrusts," one executive responded. "Try to refrain from communication activities that are routine and easy. In fact, eliminate any that don't address the bottom line."

Another confirmed that direction, writing, "Focus on the corporation's goals and strive to help the corporation achieve those goals in everything they do. Focus on the true value communication can bring to the corporation, and don't get lost in mechanical details that don't matter."

One emphasized that communicators, like other business people, should continuously review use of resources to ensure they "are being applied in support of company objectives most effectively."

Communication needs continue to be broad. Here are the verbatim responses to the question about specific challenges (with suggested actions in parenthesis):

* "Communicating timely, relevant information to a highly functional, diverse, and geographically scattered work force. (By keeping closer tabs on current issues and challenges facing our operations.)"

* "Keeping employees informed of company objectives and plans and programs to achieve them. (Efficient and economical use of all internal media and distribution systems - print, TV, meetings.)"

* "Improving communication with 16,000 employees at over 200 locations. (Complete revamping of internal communication program.)"

* "Finding out what's on employees' minds. (By creating new ways ... to provide input, upward communication.)"

* "Overcoming long-held stereotypical opinions by key external publics. …

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