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The Role of Corporate Communications in Strategic Management. Professor Leif Åberg University of Helsinki, Department of Communication Amsterdam, April 1999. Elements. The Functions of Corporate Communications Corporate Communications and Strategic Management Communication and Change. ?.

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The role of corporate communications in strategic management l.jpg

The Role of Corporate Communications in Strategic Management

Professor Leif Åberg

University of Helsinki, Department of Communication

Amsterdam, April 1999


Elements l.jpg
Elements

  • The Functions of Corporate Communications

  • Corporate Communications and Strategic Management

  • Communication and Change


Slide3 l.jpg

?


Slide4 l.jpg

Knowledge

and skills !

Energy!

Direction !

Commitment !


Slide5 l.jpg

Energy!

”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 l.jpg
(Strategic) Management

Direction !

  • It is about directing the resources

  • to direct, there has to be a direction

  • resource= a potential that can be used

  • can be used, but is not necessarily used effectively

  • a direction, where to? To the future!

  • But future is in the mind of the beholder

  • key concept: visioning, and sharing a common vision


Group synergy l.jpg

Knowledge

and skills !

Group synergy

  • A work group, in a synergic phase produces new, creative solutions in a positive manner: the members enjoy being synergic

  • synergic processes make tacit knowledge and tacit skills to surface


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Commitment !

”I accept this goal or task and I will give my best to help to fulfill it.”

Vision has been internalized.


Conclusion l.jpg
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 l.jpg

Aberg’s pizza

Aberg’s kite

Rowley’s and Roevens’ model of a ”good chaos”

Elements, again ...

  • The Functions of Corporate Communications

  • Corporate Communications and Strategic Management

  • Communication and Change


Slide11 l.jpg

Åberg’s Pizza

inter-

nal

mar-

ket-

ing

external

market-

ing

work

instruct-ions

product/ sercivesprofile & surveys

induction

to work

Totalcommuni-cations

coprporate/ manager profile & surveys

induction to

organization

external

PR &

scanning

internalPR &scanning

External

social

networks

Internalgrapevine


Slide12 l.jpg

MANI-FESTAT-ION OFVISION

COM-MUNI-CAT-INGCHAN-GE

SCAN-NING

VISION

Åberg’s Kite

LEGITI- MACY

BUSINESS IDEA, MISSION

COMMUNICATION

CORPORATE CULTURE

STRATEGY

GROUP AND TEAM GOALS

GROUP DYNAMICS

INDIVIDUAL DYNAMICS

TASKS


A dynamic model of organizational change l.jpg

Task centered change

A dynamic model of organizational change

Revolution: VISION

Balance

Perturb

Enhance

Control

Chaos

Excite

Attract

Transformation

Evolution: VALUES

Robin M. Rowley & Joseph J. Roevens:

Organize with Chaos. Lint 1996


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