not all problems are communication problems

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Page 1: Not all problems are communication problems

Not all problems are communication problems

Magnus Fredriksson, PhD

[email protected]

Page 2: Not all problems are communication problems

An increasing interest

for communication as a strategic means

• Communication skills increasingly important for CEO’s and

other senior management functions

• Growing number of communicators with senior positions

• Growing market for PR-consultants and advertising agencies

• Communication as a specific area in business education

Page 3: Not all problems are communication problems

Number of members in

Swedish Public Relations Association

0

1000

2000

3000

4000

5000

6000

1975 1980 1985 1993 1998 2001 2006 2010

Page 4: Not all problems are communication problems

High expectations

on what you can do with communication

• Govern individuals

• Fast, predictable and lasting effects on attitudes and

behaviours

• Simple and cost efficient

Page 5: Not all problems are communication problems

However reasonable expectations would be

• Inform individuals

• Weak, unforeseeable and temporary effects on attention and

knowledge

• Confirmation of already existing attitudes and behaviours

Page 6: Not all problems are communication problems

Extensive disappointments

• We didn’t get through

• People didn’t listen to our message

• People misunderstood our message

Page 7: Not all problems are communication problems

Communication the right solution?

• Engineering (extend public transportation, give way for

cyclists in traffic etc.)

• Enforcement (road tolls, prohibiting cars during specific

times.)

• Education (information campaign promoting buses and

trams.)

Page 8: Not all problems are communication problems

Why communication

when other means are better?

• Lack of analysis – we don’t know what the problem is

• The communicator’s position in the organization is weak

• Other means are to expensive or to controversial

• There is no interest in solving the problem but one want to show determination.

Page 9: Not all problems are communication problems

Implications for communicators?

• Can’t assume that all problems are communication problems.

• Must be able to do unprejudiced analyses of a situation

• Need to be a part of a project on an early stage to be able to

contribute with her expertise on solutions for different kinds of

problems

• Need to understand all operations in the organization she

works for to be able to suggest other solutions where

applicable