2.8 Framework for Inter-organizational Communication Strategies

When communication takes place between organizations and general audience, the message is presented in both verbal and video forms. A verbal message is the main source of information, which is encoded with language to express affectionate and factual experience. Language offers a thinking framework as well as an instrumental tool to encode the message.

Language offers two ways to express peoples' experience in communication process, i.e. semantic and pragmatic coherence. Semantic coherence is made up of denotation, connotation, and imagination. Semantic coherence is to express relations between words and the objects referred to in form of denotation, cultural associations in form of cultural connotation, and future imagination of the objects referred to codes. People use these three kinds of codes to encode their experience into utterance. Purposes for utterance are to produce a certain speech act. So listeners should have to learn how to decode the utterance, expect proper speech act of others and take corresponding actions for future. Such presupposition expectation is determined by culture values systems of speakers. Pragmatic coherence refers to pragmatic acts in certain context. The semantic relations between words and cultural context of speakers have made up of pragmatic coherence and expressed by acts made by listeners （Kramsch, 2000）.

As discussed previously, communication is a dynamic process, which can be one-way or two-way operations, or can be controlled one way or controlled two way process. Taking into account the different levels of language used to encode message and the different channels to transmit the message, a model of business communication strategies is constructed as indicated in Figure 2.2. Ruler （2004） develops a possible communication models defined by differentiations in the process of meaning creation as summarized in Table 2.2. This section introduces these models and strategies.

Table 2.2 Six Possible Communication Models-Meaning Creation

Source: Ruler, B.V.2004.The communication grid: an introduction of a model of four communication strategies. Public Relations Review 30:123-143.

The definition by Selinker （1972） focus on language application in communication, and he lists five factors that directly affect the output of the interlanguage system:language transfer, transfer of training, strategies of second language learning, strategies of second language communication and overgeneralization of target language rules. In contrast, this study focuses on communication strategies for carrying out business functions in addition to language strategies.

First, information strategy

The square bounded by monitored one-way traffic and the denotative side of meaning provides the information strategy. Extension science refers to this as“providing information in order to help people in forming opinions or decisions”. While the concept of help is open to discussion, this wording defines what belongs in this square, namely the strategy of informing someone about something. Press releases and public relations materials are often made just to inform. The strategy demands a well-rounded policy （since there has to be a clear message）, an informative message, and an aware, information seeking public.

Second, persuasion strategy

The square bounded by monitored one-way traffic and the connotative side of meaning provides the persuasion strategy. This is the basis of advertising and propaganda. What also fits this square is corporate communication, in the sense of presenting the organization so as to generate a favorable basis for further relationships with relevant stakeholders. It is a targeted tuning of the knowledge, attitude, and behaviors of specified others. The strategy demands a well-rounded policy, a persuasive message, and a latent public. In terms of audience from different culture background, this strategy needs adapting to fit in with their knowledge, attitude and behavior models.

Third, dialogue strategy

The square bounded by two-way traffic and the connotative side of meaning provides the dialogue strategy. This ties in with the fact that many organizations are currently seeking consultation with prioritizing stakeholders, with regard to developing their policies. It is a facilitating strategy that is specified in so-called interactive policy-making and socially responsible enterprising. This strategy can also be used for the effective handling of job discussions, for small-scale brain-storming to identify particular problems and for the collection of possible solutions to problems. The strategy is in keeping with the first phase of interactive policy development and decision-making （exploration and identification of the problem）. It requires informational messages from both sides, and an aware public.

Fourth, consensus building strategy

The square bounded by two-way traffic and the denotative side of meaning provides the consensus building strategy. This strategy deals with building bridges between the organization and the environment or between employees. This strategy can be deployed when there are conflicting interests at stake among interdependent parties, and it covers a process of mutual agreement. The strategy is in keeping with the second phase of interactive policy development and decision-making. It advocates an active public, clear negotiations, and room in the policy development process of the organization

The theoretical aspects of the information strategy are mainly discussed within theories of mass media communication and journalism. Theories on persuasion are chiefly found within social psychology, advertising and propaganda. Discussions of dialogue and consensus-creation strategies are less common in the theoretical field of mass communication science. Yet dialogue and consensus creation is an important feature of conflict and negotiation theories, and a major point of study within organizational communication, interpersonal communication and mediation. It is currently being widely discussed and applied in the context of the learning organization and knowledge management （Ruler, 2004）. These strategies are summarized in Fig. 2.3.

Fig. 2.3 The Communication Strategies Model

Source: Ruler, B.V.2004.The communication grid: an introduction of a model of four communication strategies. Public Relations Review, 30:123-143.