Survey of Dallas-area executives identifies communication priorities.

Area business executives want professional communicators to concentrate on organizational goals rather than routine activities, according to a Dallas/IABC survey about communication challenges.

The one-page survey, mailed in mid-December to 100 area executives at representative companies in the Dallas area, drew 15 responses. When asked how effectively communication staffs focus on important business objectives, respondents rated that effectiveness as a "4.1" on a five-point scale, with five being the highest possible rating.

Because of the size of the survey, responses should be considered for discussion purposes, rather than as being representative of all Dallas-area executives.

"Stay focused on overall organization thrusts," one executive responded. "Try to refrain from communication activities that are routine and easy. In fact, eliminate any that don't address the bottom line."

Another confirmed that direction, writing, "Focus on the corporation's goals and strive to help the corporation achieve those goals in everything they do. Focus on the true value communication can bring to the corporation, and don't get lost in mechanical details that don't matter."

One emphasized that communicators, like other business people, should continuously review use of resources to ensure they "are being applied in support of company objectives most effectively."

Communication needs continue to be broad. Here are the verbatim responses to the question about specific challenges (with suggested actions in parenthesis):

* "Communicating timely, relevant information to a highly functional, diverse, and geographically scattered work force. (By keeping closer tabs on current issues and challenges facing our operations.)"

* "Keeping employees informed of company objectives and plans and programs to achieve them. (Efficient and economical use of all internal media and distribution systems - print, TV, meetings.)"

* "Improving communication with 16,000 employees at over 200 locations. (Complete revamping of internal communication program.)"

* "Finding out what's on employees' minds. (By creating new ways ... to provide input, upward communication.)"

* "Overcoming long-held stereotypical opinions by key external publics. (Strategically refocus efforts on key external publics.)"

* "Continuous media coverage - particularly 'hard copy' TV news - that tends to focus on only the problems. (Aggressively handle media while strategically telling story through other channels.)"

* "Overcoming skepticism about corporate promises. Having customers and employees believe the messages we send. (Understand customer and employee needs and communicate in such a way that the corporate messages are simple, honest, and without jargon.)"

* "Communicating through a shared voice. In all communication, both internal and external, articulating our company personality in the same way. (Develop a corporate strategy which defines what the corporate voice should be and how it should be used in each type of communication.)"

* "Taking advantage of opportunities for publicity to promote company's products. (Maintain contacts & positive relationships with general business & trade media.)"

* "Staying in touch with customers. (Continuous research and targeted use of media.)"

* "Mastering electronic communication techniques. Learning to communicate effectively both internally and externally through electronic media. (Lead the corporation in developing electronic communication strategies and become expert in delivering effective electronic messages.)"

* "Finding the most appropriate distribution system for a work force scattered across the U.S. and abroad. (By presenting the alternatives available, in conjunction with our information systems technology people.)"

* "Change management. Clearly communicating change and why it is occurring to help employees accept change, support it, and cope effectively." (No suggestion for action offered.)

* "Nurture our corporate vision and values as we grow and expand around the world." (No suggestion for action offered.)

* "Coordinate business activities across departments, divisions, regions, and subsidiaries. Foster cooperation and teamwork." (No suggestion for action offered.)

Tom Geddie, ABC, operates a communication consulting and freelancing business in Dallas, Texas, and publishes the newsletter Syzygy for senior communicators.