Selection Communication Media Executive Skill

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The Selection Of Communication Media As An Executive Skill
Lengel, Robert H., Daft, Richard L.. The Academy of Management Executive. Mississippi State: Aug 1988. Vol. 2, Iss. 3; pg. 225, 8 pgs


Abstract (Summary) A study was conducted to determine how executives and the entire corporation can use the media effectively. It has been indicated that managers spend 80% of their time communicating, much of it in personal, face-to-face discussions. The media selection framework was tested by mapping the selection preferences of 95 executives in a large petrochemical company. Results indicate that a preference for rich, face-to-face communication increased as communication topics became more routine.
The reverse was true for written media. These findings challenge 2 long-standing myths about effective communication. These include: 1. Executives who are good communicators can get the message across using any medium. 2. Executives prefer oral, personal communications when possible. A relationship was found between sensitivity to media richness and executive job performance. Six rules to help sharpen media selection skills include using rich media to extend executive presence throughout the organization and evaluating new communication technology as a single channel in the media spectrum.