Irving P, Tourish D
University of Ulster, Northern Ireland.
J Manag Med. 1994;8(6):53-7. doi: 10.1108/02689239410073448.
Highlights the importance of communication as a management activity. In particular, examines ways in which internal and external communication strategies can be integrated. To this end, proposes a communication strategy sequence which provides a robust methodology for gathering data and informing decision making regarding communication needs. Details the four key steps in the sequence and provides examples from work done in Northern Ireland. Discusses the principles and practices of data collection and emphasizes the importance of securing the commitment of senior managers. Examines the costs and benefits of introducing comprehensive communication programmes and points out organizational advantages.
强调沟通作为一种管理活动的重要性。特别探讨内部和外部沟通策略整合的方式。为此，提出一种沟通策略序列，该序列为收集数据和为沟通需求的决策提供信息提供了一种可靠的方法。详细阐述该序列中的四个关键步骤，并提供北爱尔兰工作中的实例。讨论数据收集的原则和实践，并强调获得高级管理人员承诺的重要性。审视引入全面沟通计划的成本和收益，并指出组织优势。
