Southern Cross University MNG81001: Communication Strategies Report

This report, prepared for the Director of Communications at Company ABC, examines how leaders utilize communication to execute strategy in the 21st century. It begins with an executive summary highlighting the shift from tactical to strategic communication within organizations, emphasizing the role of C-suite executives. The report draws upon Argenti's (2017) research and two additional articles to analyze strategic planning and the importance of narration in conveying company strategy and objectives. The analysis underscores the importance of leaders providing strategic insight, implementing planned changes, and using narratives to improve communication standards and employee engagement. The report incorporates article analyses, summarizing the thesis, blueprint, recommendations, conclusions, implications, and key quotes from each article. The findings emphasize that effective leadership communication, strategic planning, and the use of narratives are essential for organizational development and successful strategy execution. The report aims to provide the Director with insights into the evolving role of communication in modern leadership.

Running head: IMPROVING ORGANIZATIONAL COMMUNICATION STANDARDS
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1IMPROVING ORGANIZATIONAL COMMUNICATION STANDARDS
To: Director of Communications at Company ABC
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Date:
Subject: How do leaders use communications to execute strategy in the 21st century?
Executive Summary
Strategic Leadership of C-Suit Executives:
“Over the past two decades, we have seen a profound shift in how leaders view
communications within organizations. This shift has moved from a tactical and superficial
focus (speech writing, media placements) to a more strategic and elevated level (developing
and implementing strategy through communication, sophisticated measurement using big
data to understand constituencies and influence reputation).” (Argenti 2017). The term C-Suit
is commonly used to refer to the most influential people in an organization, especially those
belonging to the administrative or managerial posts, whose designation usually begins with
the word ‘Chief’ as in ‘Chief Executive Officer’ (CEO), o Chief Financial Officer (CFO),
Chief Information Officer (CIO), or Chief Marketing Officer (CMO) among many others. A
significant amount of leadership and technical skills is demanded from these C-suite
executive for the successful functioning of a company. They are supposed to implement
various modes of communication strategies, whereby, the morale of the employees are
enhanced and rate of productivity increased. Rather than delivering these in a hierarchical
format, a collateral approach may be useful. This decentralized control through a network of
officials at the different levels, when presented in a tactful manner, enhances creativity and
“…as part of a general decentralization of strategic responsibilities, research has identified a
role shift and new responsibilities for middle- and lower-level actors. Both the quality of
decisions and the efficiency of implementation are seen to benefit from more decentralized
planning…” (Wolf and Floyd 2017).
Strategic Planning as an Effective Tool for Leaders:
Any form of organizational development has to come from planned changes within
the structure and functioning of the organization both within, as well as from outside. The
leaders of the concerned organizations are expected to show the path of these changes, at the
same time, walking along those paths to set examples for his/her employees. They are the
preachers as well as practitioners of these planned changes, and must provide strategic insight
into the required knowledge and skills for the development of the organization. They must
figure out areas of improvement and follow a paradigmatic structure to address and resolve
the problematic areas. The implementation of Strategic Planning by leaders is of paramount
importance for organizational development. “We define strategic planning as a more or less
formalized, periodic process that provides a structured approach to strategy formulation,
implementation, and control. The purpose of strategic planning is to influence an
organization’s strategic direction for a given period and to coordinate and integrate deliberate

2IMPROVING ORGANIZATIONAL COMMUNICATION STANDARDS
as well as emerging strategic decisions.” (Wolf and Floyd 2017). These strategic planning
must come from the chief officers or executives of a company (Argenti 2017).
Importance of Narration
Narration of small incidents or stories always has a lasting impression in this regard.
“... narrativity emphasizes the simultaneous presence of multiple, interlinked realities, and is
thus well positioned for capturing the diversity and complexity present in strategic
discourse.” (Elmes and Barry 2017). The message should be simple, precise and meaningful.
A leader must provide the employees with a wholesome knowledge about the realities of the
market and customer requirements through these narratives. This mode of explanation of the
company’s strategy and execution, along with applicable procedures, should be reinstated and
reinforced from time to time, based on changes in market requirements (Wolf and Floyd
2017). Effectively done, this can provide a clarity in the in the employer’s future directions,
based on a proper framework for the company’s goals. Strategy management through
narratives can thus improve the communication standards and provide the employees with an
impetus for better participation and commitment.

3IMPROVING ORGANIZATIONAL COMMUNICATION STANDARDS
Reference List
Argenti, P.A., 2017. Strategic communication in the c-suite. International Journal of
Business Communication, 54(2), pp.146-160.
Elmes, M. and Barry, D., 2017. Strategy retold: Toward a narrative view of strategic
discourse. In The Aesthetic Turn in Management (pp. 39-62). Routledge.
Wolf, C. and Floyd, S.W., 2017. Strategic planning research: Toward a theory-driven
agenda. Journal of Management, 43(6), pp.1754-1788.

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APPENDIX
Article Analysis One
Title of Article: STRATEGIC COMMUNICATION IN THE C-SUITE
Author(s): Paul A. Argenti
Publication Information: Volume: 54 issue: 2, page(s): 146-160
Article first published online: January 20, 2017; Issue
published: April 1, 2017.
What is the thesis of this article? The use of proper communication by leader (C-suite
executives) in the 21st century to improve the standards of
a company.
What is the blueprint of this article? The use of updated information and synthesis of both
published as well as newly conducted interviews, the
article are used.
What recommendations (if any) are provided? Use of leadership communications in
organizations can lead to strategic
workflow, and thereby improve the
company standards.
What conclusions are drawn? Effective use of leadership communication based on a proper
framework for the company’s goals should be reinstated
and reinforced from time to time, based on changes in
market requirements.
What implications (if any) are provided? The implication that comes out of this article is that
effective use of leadership communication is
extremely important for an organization to work
smoothly and effectively.
What quote will you use from this article?
“Over the past two decades, we have seen a profound shift in how leaders view
communications within organizations. This shift has moved from a tactical and superficial
focus (speech writing, media placements) to a more strategic and elevated level (developing
and implementing strategy through communication, sophisticated measurement using big
data to understand constituencies and influence reputation).”

5IMPROVING ORGANIZATIONAL COMMUNICATION STANDARDS
Article Analysis Two
Title of Article: STRATEGIC PLANNING RESEARCH: TOWARD A THEORY-DRIVEN
AGENDA
Author(s): Carola Wolf & Steven W. Floyd
Publication Information: Volume: 43 issue: 6, page(s): 1754-1788
DOI: 10.1177/0149206313478185
What is the thesis of this article? Use of strategic planning can improve organizational
outcomes.
What is the blueprint of this article? The changes in various aspects of strategic planning
research are taken into consideration. The framework
incorporates the role of strategic planning practitioners;
the underlying routines, norms, and procedures of
strategic planning (practices); and the concrete
activities of planners (praxis)
What recommendations (if any) are provided? The article recommends strategic planning as
an effective means to address problems
related to organizational development, and
thus improve the company’s productivity
and profitability.
What conclusions are drawn? Abiding by the norms of strategic planning can improve the
performance of an organization.
What implications (if any) are provided? The implication that comes out of this article is that
effective use of strategic planning is mandatory for
an organization’s progress.
What quote will you use from this article?
“We define strategic planning as a more or less formalized, periodic process that provides a
structured approach to strategy formulation, implementation, and control. The purpose of
strategic planning is to influence an organization’s strategic direction for a given period and
to coordinate and integrate deliberate as well as emerging strategic decisions.”

6IMPROVING ORGANIZATIONAL COMMUNICATION STANDARDS
Article Analysis Three
Title of Article: STRATEGY RETOLD: TOWARD A NARRATIVE VIEW OF
STRATEGIC DISCOURSE.
Author(s): David Barry & Michael Elmes
Publication Information: Re-published in The Aesthetic Turn in Management, Routledge,
page(s): 39-62
Originally published in Academy of Management Review (1997,
V22, #2: 429-452).
What is the thesis of this article? Implementation of narrative theory in strategic discourse,
especially by leaders can radically improve the
environment of an organization and its performance.
What is the blueprint of this article? Introduction of certain key narrative theories along with
the credibility of narrative medium in securing the
future of a company. Certain research questions and
methodological suggestions are also given accordingly.
What recommendations (if any) are provided? Use of fiction in communication strategies
can be used to motivate the employees.
What conclusions are drawn? Narrative theories are an integral part of strategic discourse for
organizational development.
What implications (if any) are provided? The implication that comes out of this article is that
strategic discourse through use of narratives can be
an effective tool for leaders.
What quote will you use from this article?
“... narrativity emphasizes the simultaneous presence of multiple, interlinked realities, and is
thus well positioned for capturing the diversity and complexity present in strategic
discourse.”