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 communica...