Synergy and social orientation as quality dimensions for the future communication policy
Finna-arvio
Synergy and social orientation as quality dimensions for the future communication policy
vos2009synergysocialorientationeupreraauthorversion.pdf
(Jyväskylän yliopisto - JYX / artikkelit)
In this paper it is argued, that nowadays synergy as a quality dimension for communication management needs to be balanced with social orientation. The inner-directedness needed for synergy should not lead to a rigid control. It needs to be balanced with outer-directedness in a continuous dialogue for the organization to be able to connect to the multiple stakeholders that are important for its functioning in today’s society. This balance is a value in framing the future communication policy.
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