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Internal communication strategies - the neglected strategic element

Most companies understand the importance of strategic communication with customers and/or stakeholders, and also understand the importance of developing strategic plans to guide long-term decision-making. Frequently, communication methodologies for communicating with customers and the public are included in strategic planning.

However, as communications expert Robert Bacal of Bacal and Associates, points out, few organisations address internal communication in the same way. Determining what should be communicated, when it should be communicated, and how it should be communicated is often left up to the decisions of individuals made when there seems to be a need.

In other words, explains Bacal, internal communication strategies are developed, reactively, when there is a crisis or major event that clearly requires addressing communication issues. However, once the initiating focus has been eliminated, communication tends to go back to an unorganised incoherent process.

It is a bit of a mystery why this occurs, but there is no question that strategic internal communication planning can be a proactive approach to building a better, more directed and efficient workforce.

The advantage of strategic internal communication

According to Bacal, the intent of companies creating internal communication policies is not to dominate or control employees, but to aim them at a set of common goals on which they can act every day. This brings a coherence to the workplace, and allows better coordinated action. By clearing up ambiguity in the what's, how's, and why's, the common culture permits employees to act with empowerment. "When we have staff that understand the basic values and purposes of an organisation, we give them the opportunity to make decisions that fall within those parameters," he states.

Simply put, if we want to create a workplace that is populated by people who are working towards the same goals, and by the same rules, internal communication, in its broadest sense, is the key to bringing that about. It will not happen unless we are proactive in our communication and coordinate our efforts so they convey consistent, combatable messages.

Making the message clearer

On that score, readers will notice a new layout design for Hi-Tech Security Solutions. This fresh and innovative design clearly defines industry sector features and differentiates between feature articles, news and product news ensuring more educational and information value for you - the reader.

Also, be sure to read all about the goings on of Securex 2002 in our exclusive Securex review on page 57 where we put the spotlight on the people and products that made the show.

Till next month

Gerard Peter

Editor

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