The Importance of Effective Communication in a Competitive Market
A Kellogg's case study

Page 3: Internal Stakeholders and Channels of Communication

There are many channels open for use to send messages to internal stakeholders. The selection of method or methods used to communicate depend upon where the information being sent is coming from, the content of the message and who the receivers are. The table below lists most of the methods that are available to senders within a business such as Kellogg’s:

Each has its place, although some tend to be used more often than others due to the ease ofKelloggs 20 Diag3 access for senders and ease of receipt for receivers. Formal messages tend to use letters, papers or meetings, for instance, messages relating to contractual issues and promotions. Informal messages, usually being less strategically important, or lacking confidential content, tend to use less formal channels such as e-mails or the intranet. Effective internal communication was vital in ensuring the Origins project was launched on time and as successfully as possible. Specifically, different channels were used depending on whether it concerned the development of the project and required decision making or whether it was an announcement of the plan to the wider organisation. The former tended to involve more formal channels such as meetings, presentations and written documents, the latter involved more informal launch events and programmes where employees could volunteer to get involved.

Kellogg's | The Importance of Effective Communication in a Competitive Market


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