Research in Public Relations and Organisational Communication
Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench
Strategic Employee Communication – What Does it Really Mean? Towards Responsible Dialogue as a Missing Piece
Strategic Employee Communication – What Does it Really Mean?
Towards Responsible Dialogue as a Missing Piece
Elisa JUHOLIN, Leif ÅBERG & Pekka AULA
University of Helsinki, Finland
This chapter deals with strategic communication in the context of work organisations, from the point of view of employees. The starting point is the shift or turn towards a more active role of employees in strategic organisational communications. New operating and communication environments foster extended discussion about the role of contemporary communication models and their validity. Also, changes in working life and strategic management, as well as in communication practices and in perceptions of peoples’ communication roles, call for a wider point of view. The article suggests that responsible dialogue completes the communication palette. It emphasizes everyone’s duties and rights in communication by giving opportunities to participate and influence, and to strengthen commitment and engagement. The final objective is to empower organisations into better decisions, innovations and performance.
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