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An integrated communication strategy for health service managers
Journal of Management in Medicine
|December 9, 1993
Summary
Effective communication strategies are crucial for management. This study proposes a four-step sequence for integrating internal and external communication, supported by data collection and senior management commitment for organizational success.
Area of Science:
- Management Science
- Organizational Communication
Background:
- Communication is a vital management function.
- Integrating internal and external communication strategies presents challenges.
- Effective communication planning requires robust methodologies.
Purpose of the Study:
- To highlight the importance of communication as a management activity.
- To examine the integration of internal and external communication strategies.
- To propose a communication strategy sequence for data-driven decision-making.
Main Methods:
- Proposing a four-step communication strategy sequence.
- Detailing data collection principles and practices.
- Utilizing examples from Northern Ireland.
Main Results:
- A robust methodology for identifying communication needs is presented.
- The importance of senior management commitment is emphasized.
- Costs, benefits, and organizational advantages of comprehensive communication programs are discussed.
Conclusions:
- Integrated communication strategies enhance organizational effectiveness.
- Data-driven approaches and senior leadership support are key to successful communication programs.
- The proposed sequence offers a practical framework for improving communication management.