What Matters in a Communication Strategy

Designed for development workers, researchers and policymakers in international organisations, the business community, governments and non-governmental organisations, this issue of InBrief highlights essential elements to consider in developing an organisational communication strategy.

The InBrief first looks at what communication is. It then examines the context in which communication takes place, both within an organisation and externally. It reviews some of the factors that influence communication outcomes and the skills and competencies required for the process. The third section explores approaches to communication, from differing perspectives and experiences. Section 4 outlines organisational concerns and questions to be asked when devising an organisational communication strategy. The final section concludes that an effective communication strategy is based on appropriate choices in approach and awareness of the dynamics of the operating environment.

The InBrief 11 series looks at the issues and experiences regarding information society, communication and partnership building between developed and developing countries with the purpose of creating an opportunity in which stakeholders can learn from one another.

Click here for more articles from the series.