National Geographic Case Analysis. Internal Communication Weaknesses

National Geographic Case Analysis
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Introduction
National Geographic is faced with a couple of communication challenges internally and externally. With the creation of Global Media Group (GMC) that was tasked to oversee the department concerned with communication and media coverage, they came about these issues.
Part 1: Situation Analysis
Internal Communication Weaknesses
The main consensus among the employees was that the conflict resolution techniques were poor and that they could not understand the marketing decisions of the organization. This was a result of a survey in April 2009 that John Fahey administered to the employees to see how they were adjusting with the new changes being introduced. The staff complained that their positions in the organizations were undefined and it affected their career paths, most of this caused by an ambiguous hiring and promotional criteria. The employees also describe the relationship between the staff and management is isolated in such a way that it hinders effective decision making. For instance, when it comes to unplanned expenditure, being a budget-based organization, it requires the approval by the management which slows down the decision making. There seems to be a huge disconnect in the communication between staff themselves and the management as the staff is complaining of lack of assurances concerning their careers and the methods the top management is using to make their decisions. The new senior vice president is supposed to unite the departments in the organization such that there is open and free sharing of information. The employees also need assurances concerning their futures and they should be kept in the loop with any decisions to be made regarding their careers.
External Communication Weaknesses
The organization is worried about the risk of alienating some consumers in their bid to sell high margin and digital products. The lack of identity is likely to put off the consumers as they feel like the organization has no direction and that they are being solicited. The new senior vice president should ensure that the organization has an image that is presentable to the consumers and offers them the choice in variety of products.
Part 1: Stakeholder Analysis Matrix
Stakeholders

Attributes
What we know:
What we need to find out:

Concerns/Expectations
(What’s on their minds?)

Communication preferences

Desire impact on:
Attitudes, knowledge, behaviours

Clients

The issue is that the clients have not been prepared for the changes that the organization is expected to undertake regarding the e-commerce strategies
What is the best method the organization can implement to ensure that they are successful with the e-commerce strategy while also keeping the consumers happy?

There is the fear that the organization risks alienating some consumers in their attempt to sell high margin and digital products. The organization has numerous customer touchpoints ranging from magazines and catalogues that all compete for the customer's attention thus there is a need for a strategy on how to approach the consumers.

The consumers should receive communication on the different products separately allowing them to choose the ones they prefer

The communication will remove the feeling of being solicited that the customers may have and by creating a defined e-commerce service, the customers will feel that they are in control of what they are shopping.

Employees

The employees are lamenting the lack of clear and definitive answers regarding their positions and careers.
They want the organization to clearly map out the roles of each individual and the criteria being used in promotions

The employees are anxious because they are not in any way guaranteed a future with the organization because of undefined career paths and promotion criteria.

The employees require communication to be made by the management concerning their careers and they also hope to be involved more in the decision making of the organization such that they can have Realtime information on the happenings within the organization

The workers are likely to be more productive and creative in undertaking their responsibilities when each of their roles is defined and they have assurances about the safety of their positions in the organization

Management

The management is implementing certain changes regarding e-commerce as a means to sell their services and products.
Is involving the staff in decision making critical in the success of e-commerce?

The management is worried that it might fail to cross-promote and sell their products. They are also having difficulties in leveraging their existing subscribers and gaining new ones.

The management is the department that has the power to implement the avenues and practices that foster effective communication thus it should start by being transparent with the employees and engaging them in decision making.

The desired effect would be the staff getting the assurances regarding their careers and the management getting new ideas to implement by engaging the staff.

Shareholders

Having invested their money into the organization, the shareholders expect their investment to be in safe hands.
Can an economic crisis make the shareholders sell their shares in the company?

In 2009 there was an economic crisis that affected the organization and it incurred huge losses. If there is a lack of clear communication by the management, there is a likelihood that the shareholders will be unhappy and sell their shares.

The share...