1) Definition of the problem
In his article, Mazzei (2014) notes two possible but conflicting roles that the employees may play in a company’s internal communication arena. On one hand, they can bring about strategic communication actions. These include making active and constructive processing, interpretation and dissemination of company information. On the other hand, as communication agents they may be destructive, as is the case when they leak sensitive information, malign the company or fail to share information. Today’s human resource management is, therefore, in a difficult situation of designing and implementing a strategy that elicits strategic communication actions from the employees. The article examines if and how internal communication strategies may be utilized to bring about strategic employee communicative actions.
2) Summary of previous investigations
Past studies have attempted to examine factors that influence communicative actions of employees. These include the quality of employee management relationship extent of employee involvement and extent to which the problems and constraints are recognized. Active allegiance, which is positive attitude about the company, could also be fostered to enable employees acts as the advocates of the company. These factors could be manipulated to suit the organization context and bring about strategic communication actions. In this study, Mazzei (2014) finds that internal communications strategies if well will nurture employees to be good communicators through four pathways: exploration, positive interpretation of the information, constructive sharing of information and acting positively in response to the communication. Mutuality, openness and low power distance are found to be a positive enabler here. Mutuality is defined by employee commitment and the management’s recognition of the commitment. The end result is to lend a competitive advantage.
3) Identification
There are some gaps in the literature. It focuses on the Italian and American companies, and the two countries have a western culture. The findings may, therefore, reflect Western cultural communication values. It is, however, questionable if they would apply to a different cultural setting such as those of Eastern , African or Chinese cultures.
4) Recommendation
Companies should adopt internal communication strategies that will promote strategic communication actions. This could be achieved by cultivating low power distance and reciprocate on employee’s commitment. Further research is, however, necessary to assess what works well for cultures other than Western.
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