Abstract
The article The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing Strategy (Argenti and Forman, 2000) addresses the issue of how senior management can utilize communication practice to ensure strategy is implemented. It presents a systematic methodology for conveying plans and visions to relevant audiences (“significant constituencies”). Such a methodology is necessary since foregoing studies have demonstrated how organizations fail or succeed depending on how they transform a strategy on paper into concrete manifestation. Many earlier studies do not clarify the link between strategy and communication. Furthermore, they present communication strategy obliquely, not as a central focus, and concentrate instead on communication as an element of strategy. The article responds to this deficit by theorizing as follows:
...continue reading