Innovation in communication: The experience of a specialist healthcare communication management consultancy

• Published in: Journal of communication management (London, England) Vol. 5; no. 1; pp. 41 - 47
• Main Authors: Woodhead, Stuart E., Ashley, Nick V., Atkinson, Jeanette S., Moore, Michelle R.
• Format: Journal Article
• Language: English
• Published: London MCB UP Ltd 01.01.2001; Emerald Group Publishing Limited
• Subjects: Business communications; Communication; Information technology; Innovation; Innovations; Jargon; Marketing; Professionals; R&D; Research & development; Risk; Risk assessment; Scenario planning; Strategic planning; Value proposition; Risk; Innovation; Value proposition; Scenario planning
• ISSN: 1363-254X; 1478-0852
• DOI: 10.1108/13632540110806659

Communication, or the process of transferring understanding of ideas and products, is complex. This is particularly true in an area where jargon is rife (science, scientific research and development, scientific marketing, and management of scientific technical staff) and new terminology increases exponentially as the rate of innovation gathers pace. The purpose of this paper is to explain how the authors'consultancy has in the past adopted and is currently adopting innovative planning and implementation techniques in the communication process. Such adoption of new techniques is a response to an environment where information overload and information stress are increasing. There is a need for techniques that generate optional approaches for uncertain futures, clarify and define purpose, and assess possible risks associated with approaches and actions. Techniques have been adapted from management practice and interaction with a range of associates from the management specialities of marketing, human resources, information systems and information technology. Examples are given of the use of scenario (futuristic) planning to establish optional approaches, the use of the value proposition to focus messages and align terminology, and the use of risk assessment tools such as probability impact graphics.