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9001SMGT Strategic Management
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9001SMGT Strategic Management
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Course Code: 9001SMGT
University: Australian Institute Of Business
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Country: Australia
Question:
A. Use a prominent organisation (or your own organisation) or government department as example. • You are not allowed to contact any employee in this organisation or department as this task is of no relevance to him/her.1. Identify the organisation or department and indicate its main business. 2. You are required to compile your own Internal communication strategy for this organisation.
Answer:
Introduction
Revlon, Inc. is a multinational company that deals with cosmetics, fragrance, and skincare products. The company has developed robust business operations across the globe by developing a long-standing reputation in the color cosmetics and hair care sector. The company has been able to develop and maintain competitive advantage by providing its customers with high quality product innovation since its breakthrough launch in 1932. In 2016, the company acquired the iconic Elizabeth Arden brands and incorporated heritage and celebrity fragrances. Currently, the company has been able to diversify its portfolio of brands which are sold in about 150 countries across the globe. The company is ranked among the top 20 beauty products companies globally.
Organizations that develop and maintain competitive advantage are argued to have both internal and external communication strategies. However, studies have documented that internal communication plays an indispensable role in ensuring that the external communication strategies are effective. In this regard, it is critical for organizations to ensure that the internal communication strategies are efficient and effective. For Revlon to realize the objective of an efficient and effective internal communication strategy, the company has to ensure that the better employee advocacy program is employed with the intent of connecting them. However, the internal communication strategies can be a daunting undertaking for some organizations especially when executing a revamp upgrade program. The company can use the below internal communication strategies for success.
Internal communication strategy
Method of Communication
Activities
Planned results/Objectives
Timeline
Envision and strategize first
· Planning on how to attain the objectives.
· Assessing the current situation.
· Establishing what needs to be improved
· Determining the timeline for achieving the goals.
To contemplate what the internal communication intend to achieve
1-2 months
Using the appropriate tools
Assessing the best practices aided by software programs aimed at making communication easier.
· Implementing chat software such as Slack and HipChat.
· Using cloud technology aided by Google Drive.
· Avoiding email overload using digital signage
2-3 months
Being visual
Conveying information visually by installing TVs in the offices
Informing and inspiring the team of the company
1-2 moths
Making communication entertaining
Installing relevant programs that encourage social work environment
Support “work for a reason” with fun
Continuous
Provide feedback channels
Devising a feedback program for the employees
Improvement in areas identified to have negative reviews by the employees
Continuous
Progress report
The first step will involve convening a meeting with all the employees including all the department managers. The purpose of the meeting will be to brief them about the planned development and implementation of Revlon’s internal communication strategy. The purpose of the strategy will be communicated during the meeting. For instance, the employees will be enlightened about the advantage of enhancing communication amongst themselves for the purpose of ensuring that there is unity that brings about the success of the company. In addition, the employees will be gain in terms of personal development accrued from enhanced internal communication with fellow employees. The disadvantages of not enhancing communication will also be highlighted for better understanding of the intended new strategy.
The second meeting will be convened to assess the company’s current internal communication strategy. The assessment is indispensable in that it allows strategy implementers to understand the current strengths and weaknesses denoted in the strategy. This will form the basis on which the new strategy can look like. Therefore, notes on the items that require improvement will be taken down for the next cause of action. Studies have found out that failure to identify and note the required actions can lead to inefficient communication strategy. The meeting should be attended by all employees including their leaders. Failure to do so can lead to gap in identifying some of the important deficits noted by the employees. In fact, attendance by all the employees will offer a platform on which they can contribute to some of the things they feel can work best for the strategy. It is noted that including employees in decision making process plays an important role in ensuring that their innovative ideas help in enhancing organizations’ performance.
After all details of the current communication strategy have been recorded, it would be essential to arrange the next meeting between the managers and directors of the company to deliberate on the resources required for the new strategy to be developed and implemented. At this point, all proposed ideas by the employees have been compiled so that the audit of the budget can be carried out. Therefore, the finance manager should be in a position to advise the members in attendance on the viability of the planned strategy and whether the current financial situation of the company is able to fund and sustain the strategy for long-term purposes. If the proposals are much bigger than the company can afford, a review meeting can be called so that all the employees can be briefed about the new changes made on their proposal with reasons cited to them.
The next meeting will involve the executors of the strategy resources such as installation of communication programs and devices. The meeting will be aimed at updating me the progress of the programs and assessing whether they are working. Any changes that might be required at this stage will be raised so that the final installation can be done before convening the last meeting of updating the board of directors on the progress and implementation plans of the strategy. In addition, the technicians have to ensure that there is sustainability of the programs installed in order to have a workable strategy even in the future.
The final meeting will involve the board of directors to brief them on the progress and future of the strategy. After they have been informed of the strategy implementation, it will be critical to set some guidelines on measuring the progress of the strategy time to time. Failure to do so can lead to its ineffectiveness especially due to the change in technology and new innovations that keep on emerging every time. A review should involve measuring the company’s profit margins and losses. In addition, it would be critical to incorporate customer response and feedback on the customer service to ascertain the value of the new internal communication strategy as far as the company’s growth and development is concerned.
Conclusion
For Revlon to realize the objective of an efficient and effective internal communication strategy, the company has to ensure that the better employee advocacy program is employed with the intent of connecting them. In order to implement the strategy, it would be essential to plan and strategize on what the strategy want to achieve. At this point, the company has to assess the current situation and look for ways of addressing what needs to be achieved. For this to be achieved, the company has to establish the best communication tools to be used by the employees. In addition, visual communication would play a great role in enhancing conveying of information among the employees. Conversely, communication has to be made entertaining so that the employees can enjoy it for better results. Finally, the strategy should also involve a set of feedback platform on which the employees can give their opinions.
References:
Curlee, W. and R. Gordon, Successful program management: Complexity theory, communication, and leadership. Boca Raton, FL: CRC Press, 2014.
Berger, B., Public relations leaders as sensemakers: A global study of leadership in public relations and communication management, New York: Routledge, Taylor & Francis Group, 2014.
Du, P., Introduction to public relations and advertising, Lansdowne: Juta, 2010.
Baack, D., Management communication, San Diego, CA: Bridgepoint Education, Inc., 2012.
Morris, T., PR Today, Palgrave Macmillan, 2015.
Miller, V. and M. Gordon, Meeting the challenge of human resource management: A communication perspective, New York: London: Routledge, Taylor & Francis Group, 2014.
Littlejohn, Theories of Human Communication, Albuquerque, NM: Wadsworth, 2002.
Schaffe, N., Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success, Hoboken, NJ: Wiley, 2013.
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