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Aim
This case study is set in a rapidly growing software company that suddenly needs to bring in a formal communication system. It is suitable for anyone with a reasonable grasp of communication principles and organizational dynamics.
Allow one hour for completion.
Learning Objectives
Participants will be able to ...
- address the communication needs of an organization
- tailor communication strategies to an organization’s needs
- communicate visions and values to an organization
Facilitator Guidance
This case study can be approached with varying degrees of complexity. You may wish to alter the task depending on the group.
For example, if you want to use it as a quick exercise, you may want to specify what they should consider, such as: how should Carolyn deliver a mission statement? How and why should they involve employees?
If it is for use as a strategic exercise, you may simply want to ask participants to outline the approach they would suggest to Carolyn and the Board. This will allow them to explore options independently.
This task can either be carried out independently or in groups.
What to Do (25 minutes)
- Outline the main objectives of the exercise before handing out the task sheets.
- Allow a few minutes for participants to read through the case study.
- Now ask them to think through the delivery requirements of the organization and the features and suitability of different communication channels. They might like to write these down.
Review Activity (30 minutes)
It would be beneficial to facilitate a group discussion. You may like to ask participants to present their individual plans, or if the group is large, it may be better to work through the following points, asking for their suggestions.
The following are some of the key points you may wish to explore:
1. The need for Carolyn and the Board to set out a clear vision, mission statement and set of values that can then be communicated across the company.
- What communication channel would be most appropriate?
- What are the main points that should be raised?
2. The need for an induction program for new employees to be introduced to the company.
- Why would we suggest the company needs an induction program?
- What should be communicated in such a program?
3. The need for a communication audit to establish the different range of communication needs and how best to meet these needs.
- What different forms could a communication audit take?
- How could you make sure needs are met at Stout Software?
4. The advantages of involving employees in the design of the appropriate communication channels, including the increased understanding generated by cross-location working.
- What advantages would be gained from involving employees?
5. Greater use of the intranet for organization communication is a quick win, which Carolyn could quickly establish, perhaps with a regular message from her and a feedback loop so that staff could ask her questions.
- What other quick win solutions could be used?
6. How do participants envisage helping line managers improve their communication skills?
7. How would participants approach Carolyn’s personal development needs?
Apply Learning (5 minutes)
Ensure the participants understand the learning points of the exercise. Ask them to jot down three actions that they can take away and apply in the workplace.
You may want to follow up this case study with a strategic diagnostic and exercise if the group is looking to improve their organizational communication or develop a change program.
Stout Software – Task Sheet
Stout Software produces stock control and distribution management software and has headquarters in Dublin, Ireland. After a slow start, the product has captured the imagination of the corporate market, and the organization has grown from having 50 employees in Dublin to having 300 employees equally spread between Dublin, Liverpool, and the most recent office in Virginia, USA.
Growth is forecast to continue at an exponential rate for the foreseeable future, and the company is now looking to float on the stock market in the next 12 months.
The CEO, Carolyn Corr, is dynamic but slightly reticent about speaking in public. Her main forte is in small meetings, where she is particularly effective with an extremely pleasant and direct approach. Since the company started to grow, she has found it impossible to maintain the level of contact she was used to having with her co-workers.
In an effort to address this situation, she has spent the last two weeks touring the three offices, where she has spent time with staff at all levels discussing the company’s performance and future aspirations.
The exercise gave Carolyn cause for concern. While she found that her personal approach was once again very effective, it required a huge amount of time and energy, and as the company expands, she realizes that this approach is unsustainable. In addition, and perhaps of more concern, were the different views that staff had of the future of the company. Everyone seemed to have their own individual take.
Finally, Carolyn was surprised at the varying levels of communication skills that existed in the management team. A number of team members were technically superb but did not realize the impact their poor communication skills had on their team.
Other than email and a small product-focused intranet, Carolyn is aware that there are no other formal communication channels. On the other hand, the grapevine works too well with the number of rumors on various subjects growing weekly.
The next Board meeting is in two weeks’ time, and Carolyn has approached you to ask for assistance in addressing the communication issues that exist within the organization. She wants to bring in a formal communication system for long-term gain but also needs a quick fix solution to solve immediate dilemmas.
Task
- Outline the approach you would suggest to Carolyn and the Board.
- Consider the company’s delivery requirements, different communication channels, how new strategies could be established, and any other issues that need to be addressed.
- Include any obvious quick wins that you would suggest that Carolyn could adopt.
