Communication for Leaders Nr. 2-2017
formation, changing or enforcing attitudes, or changing or enforcing behavior. 3. A good communication strategy identifies stakeholders, their needs and how they want to be communicated with. 4. The existence of more data/information and more channels does not necessarily translate into communication that is more effective, but it may help in more precise targeting of stakeholders and a data-driven content. 5. The Internet promised the ability to dialogue but many organizations find it challenging to use the technology, and some promises have never materialized. Organizations need to understand what constitutes dialogue and to recognize it when it occurs. 6. Communication using keyboards and pads often takes longer than face-to-face communication, but written communication is often shorter and more precise. 7. Capturing organization-wide data for use in communication that builds relationships
and reputation presupposes an organization-wide mindset. 8. Interpersonal communication will remain the most effective/persuasive. Face-to-face will still be the richest channel, but technology may augment any channel that combine channels, i.e. live video and document sharing. 9. Most of what we know about technologydriven communication comes from studies on consumer goods and services firms. Organizations should not blindly accept that these tools are effective for all stakeholders. 10. It is a steep learning curve for organizations to use technology-mediated communication for collaboration and co-creation, as well as engaging in feedback loops.
UNDERSTANDING THE SUITABILITY
Recent developments in technology-mediated communication have seemingly made building and sustaining relationships between an organization and its stakeholders easier. And there will be many new technologically-mediated
communication tools over the next years, many of which can be adapted by organizations for use in influencing and engaging stakeholders. It is also clear that most communication professionals are enthusiastic about technological developments. Key is to remember that using any tool without properly understanding its suitability in a communication strategy is a waste of organizational resources if stakeholders are not interested in it or do not respond to it.