O’Connor, A., & Shumate, M. (2018). A Multidimensional Network Approach to Strategic Communication. International Journal of Strategic Communication, 12(4), 399-416. https://doi.org/10.1080/1553118X.2018.1452242
Relationships between organizations and stakeholders are increasingly complex and interconnected. Organizations are embedded in multiple networks of other stakeholders, and stakeholders may be connected through more than one type of relationship or through relationships unmediated by the organization. Multidimensional networks came about because of new technologies. For instance, direct, real-time communication is possible between organizations and stakeholders through more channels, like social media and one-to-one message platforms. Communicators need to develop strategies with this complex environment in mind. Understanding the concept of multidimensional networks is essential for successful modern communication. Organizations no longer have complete control of their messages. Those who would have been traditionally seen as outside stakeholders now have a great deal of influence on organizational messages and perception. Therefore, simple one-way communication from the organization to stakeholders is no longer as effective or realistic. Organizations need to adopt communication strategies with this in mind, especially two-way symmetrical communication. These are concepts I will use to develop effective social media and communication strategies in my own work. Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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