The message sent by CEO has no objective
• The message should have been discussed with senior management first
• There are other better ways to motivate the employees rather than bluntly accusing them of not working the full 40 hours and making them defensive
• The CEO needed to find out what issues were caused to the company if the parking lot was not full at those given times and highlight them in the message
• Similarly, the CEO needed to identify the benefits to employees in terms of increased productivity, reduced surprises of completing the work for the day and highlight them in the memo
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Suggestions for the CEO
• Need to analyze who the organization’s constituencies are; what each constituency thinks about the organization; what each knows about the communication in question
• The CEO needs to define the corporate communication strategy
a Perform the constituency analysis
b Identify the right channel to communicate
c Identify the right objective for his message
d Identify what he wants the employees to do as a reaction to his message
e Monitor the feedback
• Analyze the identity of the organization
f What perception of the company has been formed by the employees
g Is this perception contributing to the issues mentioned in Neal Patterson’s memo?
h Is the perception different from reality?
• Analyze the image of the organization
i reflection of the organization identity as seen from the viewpoint of the constituencies
j Can get a sense of the image in employees by conducting research and survey
k Image can vary however identity needs to be consistent
• Analyze the reputation of the organization
l solid reputation exists when identity and image are aligned
m what is the reputation that is built up over time
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