Woolworths limited is one of the renowned companies in the Australian retail industry and it has been operating since 1924. Woolworths is the largest food retailer in Australia and it is also the second largest retailer in New Zealand (Commission: Red Shed takeover would create a 'pure duopoly'. (2007). Woolworths was ranked as the 19th world largest retailer in the world in 2008 (Woolies makes top 25 global retailer list, 2008). Company recorded revenues of 54.28 billion Australian dollars along with profits of 2.14 billion Australian Dollars in 2011. In Australia, the company is considered as the largest takeaway liquor retailer.
Theory of Corporate Communication
The concept of corporate communication is not new to the organization. For centuries it has been in-build in the firms to have communication policy that theoretically supports the scholarly dimension of communication strategies and practically abide by the appropriateness, effectiveness and successfulness of the communication process within the organization.
Corporate Communication Theories
1. Theory
Two-way Symmetrical Model of Public Relations by Jame Grunig, 1984.
Postulates
Introduced two-way symmetrical model for public relations built on principles of negotiation, compromise and understanding. Grunig and Hunt's model was further elaborated to ethical mode of communication. Symmetrical communication has given rise to "cultivation strategy."
Organization Application
Building symmetrical communication for excellence in public relations and maintaining harmonious social relations. The theory relates itself to the practices applied in organizations through cultivation strategy. (Grunig, 2003)
2. Theory
The community-building construct of public relations by: Kruckeberg and Starck, 1988, and the Communitarian view of public relations by: Culbertson and Chen, 1997. Linked...
They are of the view that organizations are not working in isolation but are in direct contact with outside communities. Therefore, organizations operation should be in consistent with the community development and growth.
Organization Application
Keeping the important of organizational contribution towards communities, multinational firms like Woolworths have adopted strategies that benefit the corporate goals as well as the community in which it operates by providing better employment opportunities, social welfare advancement through education system development and training of their internal staff and promoting environmental friendly business operation.
3. Theory
Dialogic Communication by: Zadek, 2001.
Postulates
Zadek, 2001 has build upon the discussion of building long-term relationships and trust during conflict resolution given by Susskind and Field, 1996. The theory of Dialogic Communication postulates that not necessarily in conflict situations but as a general practice, dialogic Communication is necessary for corporations to operate in today's environment of increased awareness and high demand of transparency in the business operation.
Organization Application
Organization in order to address the need for dialogic communication have tried to build strong relationship with their stakeholders and document the communication strategies in the guidelines of employee relations, stockholders statements, suppliers and distributors terms and conditions and customer handbook. Documenting the communication terms helps organization to maintain policy guideline which is…
