The impact of Corporate Communication in an OD intervention process: Instruments to excellence

Abstract

Purpose – The purpose of this dissertation is to comprehend the link between Corporate Communication and OD, and to develop an instrument to excel in these processes. Design/methodology/approach – This paper is qualitative in nature. The data for this study was collected from 20 individuals from different backgrounds related with organisational communication and management. The information was classified by common themes and concepts in the search for similarities. Findings – The results of the study reveal a strong correlation between communication and the success of an OD intervention. Additionally, it was found a profound absence of training in the managerial level regarding the preparation and implementation of a communicational strategy. Finally, the analysis exposes the unawareness of the positive impact that OD can have in the organisation’s reputation. Practical implications – This paper present the lack of integration between the different models and communication strategies available, and introduce a proposal of a structured step by step model with the aim to support managers in the building of a communication strategy, before, during and after and OD intervention. Originality/value – The positive impact that the external communication of an OD intervention can have in the organisation’s reputation, and the creation of a model to support and guide the preparation of a communicational strategy. Keywords – OD, Organisational Development, Corporate Communication, Internal Communication, External Communication, Reputation.