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PR toolkit : Components of information

When the comment is made within an organisation that we have a communication problem around here this might refer to one specific problem or a complex blend of weaknesses - in information, culture or relationships.

Even if we examine just the information component of internal communication, we see a great number of factors at work.

Information flow

§        Ubiquity. Extent to which info pervades organisation.

§        Speed. Rate at which info reaches destination.

§        Direction. Degree of mutuality of info flows.

Information mechanisms

§        Suitability. Fitness of info delivery mechanisms/tools.

§        Utility. Usefulness of info delivery mechanisms.

§        Reliability. Efficiency of info delivery mechanisms.

Information content

§        Credibility. Info is seen to be honest and trustworthy.

§        Relevance. Info is seen to be what people require.

§        Clarity. Info is understandable.

§        Scope. Info takes account of variations between work areas.


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