The power of strategic communication in organizational development

Abstract

Purpose– The purpose of this study is to describe and reflect on strategic communication and its relevance for organizational development and the service sciences.Design/methodology/approach– The approach is conceptual and based on an analysis of relevant earlier research. In the first part of the paper, contemporary organizational challenges are discussed, using a communication perspective. Then, a discussion about communication foundations follows. Finally, four arguments why strategic communication is valuable for organizational development is discussed, raising questions for further empirical research.Findings– The main driving force behind the increased interest in strategic communication is the organizational need of legitimacy to operate in the late modern society. The analysis concludes that there are possible synergies to be made between strategic communication (following a holistic and ritual approach to communication) and the service sciences. The four arguments for focusing strategic communication for organizational development are its relevance for organizational efficiency, image, identity and transparency. There is need of further empirical research.Originality/value– Communication has for many years mainly been viewed as a transmission system and organizational function for production and distribution. In this paper, strategic communication is viewed as a critical organizational management process.