Inspiring Change Through Research

Organizational communication is centered on inspiring and managing change, so it makes sense that communication professionals are seeing a more critical role for research in understanding and reaching their most important stakeholder relationships (employees, customers, suppliers, dealers, etc.). When a company is undergoing significant changes (i.e., a merger, acquisition, slumping sales, a product launch), research can pinpoint exactly where the issues and communication needs are. Oftentimes, such information is considered and then only used in limited ways. So how does a company proceed in bringing research results to life? It’s important to review how the research and tactical elements of communication vehicles are matched up.

Powell, Nancy. Communication World Bulletin (2004). Articles>Business Communication>Organizational Communication>Research