In the intricate web of modern corporate structure, the flow of communication holds the potential to either fortify or fragment the strategic framework of an organization. The organization of the communications function, therefore, is not a mere operational detail but a strategic asset that determines the efficacy of decision-making processes and the harmonious integration of various communication activities. This article is based on Cornelissen´s book Corporate Communications: Theory and Practice. SAGE. 2004.
Centralizing Communications
Consolidating and centralizing communications disciplines into a single department: A pivotal approach to organizing the communications function is through consolidation. The rationale behind this strategy is to unify multiple communications disciplines into a cohesive department. This integration allows for a symphony of expertise, where specialized knowledge is amplified, and the autonomy of the communications function is elevated. It’s about creating a nexus of knowledge where strategic communication is managed from a unified corporate perspective. Such a move does not dilute the unique competencies of individual communication domains; rather, it serves as a central point from which these competencies can be directed towards coherent organizational goals.
Hierarchy and Access
Locating the communications department within the organizational hierarchy with access to decision makers: The positioning of the communications department within the organizational hierarchy is another vital consideration. Placing this department within arm’s reach of the executive decision-makers ensures that communications strategy is not an afterthought but a cornerstone of corporate strategy. This proximity to power not only amplifies the voice of the communications function but also ingrains it in the very fabric of executive decision-making, ensuring that each strategy is conceived with a clear understanding of its communicative implications.
Cross-Functional Coordination
Implementing cross-functional coordination mechanisms: The third strand of an effective organizational communication strategy is cross-functional coordination. While consolidation brings communication disciplines under one roof, cross-functional coordination weaves these disciplines into the broader organizational tapestry. By implementing mechanisms such as interdisciplinary teams and councils, a cross-pollination of expertise is achieved, fostering a holistic understanding and an agile approach to the complex and dynamic corporate environment. Such coordination is the catalyst for creating communications programs that resonate with consistency and clarity across all touchpoints.
Vertical Communication: Ensuring Clarity and Alignment
The structure of vertical communication within an organization facilitates a clear directive path from the top echelons down to the grassroots level of the organization. Downward communication cascades crucial information such as policies and roles, aligning the entire body of the organization with its strategic vision. Upward communication, on the other hand, is a conduit for insights flowing from the ground up, providing executives with a clear picture of the organizational climate and employee insights.
Horizontal Communication: The Foundation of Collaboration
Equally important is horizontal communication, the lateral flow of dialogue that allows for synchronization between departments operating on the same echelon. It fosters a culture of collaboration and collective problem-solving, reinforcing the bonds of a unified organizational identity.
The Strategic Symphony
In essence, the way in which communication is organized within a corporation is not just a matter of operational efficiency but a strategic symphony that can guide an organization to achieve a harmonious and integrated communication ethos. It empowers communication to become a strategic input rather than a reactionary tool, aligning all facets of the corporation in a common narrative and vision.
