Given the rapid pace of globalization and its impact on ordinary citizens in every corner of the world, organizations should consider global communication to be a key, if the most important key, in strategic planning. Small florist shops, local hospitals, educational institutions, social organizations, and groups of every ilk and nature are, or soon will be, irrevocably changed by the influence of global communication.
As the world “shrinks” more and more each year, people are seeking more ways to stay connect to and communicate with one another, whether for social, political or business reasons. For this reason, Jeremy Galbraith’s article on Ten Global Communication Trends” is important for the shop owner, socialite, or student to consider. His trends for 2014 are: 1) shift to mobile and beyond; ;2) personalization or the “Youniverse;” 3) social media impact on communication; 4) brand journalism; 5) crisis in the “Always On” era; 6) transparency is King; 7) evidence-based; 8) image is all; 9) power of communicating purpose; and 10) integrated communication. As Chief Executive Officer and Global chief Strategy Officer, Galbraith’s musings on the topic are insightful and based on strategically thinking about the future and actively planning how to successfully navigate and participate in the ever-changing global environment.
It is readily apparent from his “top ten” that technology is driving the manner and speed with which we communicate with one another. Face-to-face communication is still, and, I sincerely hope will continue to be, the primary means of connect with and understanding one another. Global communications has long been a key component of international political relations. Global communication has taken a prominent seat at many board room discussions and has become a commonplace reality in many international organizations, as well as with domestic organizations that conduct business offshore.
While it is vitally important for organizations to adopt a global mindset and strive to become culturally competent, it just as important to consider the technology, or means, by which communication occurs. Therefore, it is important for each of us, whether our interest is corporate or private, to take Galbraith’s projections into consideration. Galbraith state contends that the tools we use for communication are becoming more “finely balanced between the emotional: periods of crisis, loss of trust, the desire for personalized communication, the drive towards greater transparency, and the rational: purposeful, strategic counsel with tangible, evidence-based outcomes.” (Galbraith, n.d.)
Technology, or the communication venue is only one consideration for successful communication, but it an important one. Equipped with a global mindset and cultural competence, organizations can enhance or become more adept at global communication and realize increased performance and a healthier bottom line.
Reference:
Galbraith, Jeremy. (n.d.) 10 Global Communication Trends in 2014. WPP.com (Wire and Plastic Products) Retrieved from: http://www.wpp.com/wpp/marketing/publicrelations/10-global-communication-trends-2014/
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