Question

Discuss the importance of communication in the strategic planning and marketing process.

Answer 1

Answer

Communication is the art of passing information from one person to another so that they can be received in the manner they were meant.The importance of communication sometimes is overlooked or underestimated during the creation and implementation of a strategic plan. ... Effective communication ensures that all members of the organization are aware of the plan, its importance and how they might be impacted.

Types of Communication

There are three basic types of communication namely

• verbal/oral,
• written and non-verbal communication

VERBAL COMMUNICATION

This takes place mostly in a face – to – facesituation/relationship. It can also be
extended to the use of instrument/electronic devices such as telephone and public address system. The most
important factor is that human voice is heard.

written communication

This requires competence in writing and reading skills. In written communication,
oral messages are translated into alphabetic symbols, words, and sentences.

Non Verbal communication

This is communication without the use of words and letter symbols. Information
and messages communicated non-verbally are neither written nor spoken instead; such messages are
communicated through our physical environment, body movement, drawing and pictures including sign
language. The general categories that are especially important to communication in international management.

We discussed about communication in detail now we can go through it's importance in strategic planning and marketing process

A communication plan is critical to the implementation of a strategic plan, regardless of the size of the organization, its geography or industry. For strategic plans to be effectively implemented, they rely upon the input and commitment of a wide range of individuals who need to be involved and informed in the process from its earliest stages to the generation of results.

Communication Creates Engagement

The importance of communication sometimes is overlooked or underestimated during the creation and implementation of a strategic plan. While those involved in the planning effort may be well aware of what is going on, those outside the team are often uninformed and uninvolved. Effective communication ensures that all members of the organization are aware of the plan, its importance and how they might be impacted. After all, to achieve success, strategic plans rely on the activities of many people in the organization -- not just the planning team.

Communication Generates Broad Input

One of the important steps in a strategic planning process is a SWOT -- strengths, weaknesses, opportunities and threats -- analysis. This analysis should include input from a broad array of individuals, both inside and outside the organization, to avoid blind spots. Communication with employees, vendors, customers, community members and other key constituencies, and the active solicitation of their input and feedback, ensures that the plan considers a wide range of impacts that will affect the organization both positively and negatively.

Communication Helps to Test Assumptions

A small group of people working independently may well make assumptions that do not reflect the reality of people on the front lines. Communication can help to test assumptions as the plan is developed. For instance, the SWOT analysis could be shared with the organization so its members can weigh in on whether the right items have been included. As strategies are developed, input can help to determine whether they are appropriate and clearly aligned with the established objectives.

Communication Provides Updates on Progress

Often companies struggle with the implementation of their strategic plans. Continuing to communicate with multiple constituencies as the plan is implemented, to share updates on progress, roadblocks and changes to the plan, helps to keep the plan alive. As individuals are assigned responsibility for achieving certain plan objectives, they should also be required to report on their progress on a regular basis. By effectively keeping a wide range of people in the loop during the development and implementation of a strategic plan, companies ensure their success

conclusion

effective communication is an essential tool for the strategic management of organizations. No
doubt, low productivity, loss of customers, low turnover, conflict, and absenteeism are caused by poor and ineffective communication. This is to say that effective communication is the life wire of any organization and also the turning point which the wheel of an organization rotates. It is a means by which behavior is modified, change is effected, performance improved and goals/objectives achieved.