Communicating strategically for success — learning on demand

To survive in a rapidly-evolving digital environment, organizations must, according to researchers at the global consulting firm McKinsey, “infuse their cultures with velocity, flexibility, an external orientation, and the ability to learn” (Catlin, et al., 2015, p. 4). For professionals in a wide range of functional areas, strategic communication skills are vital in helping their organizations adapt to this challenging environment.

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‘People Don’t Care’ – a communications story  

Patty Bianca
Dr. Patty Goodman at right, with Bianca Gasser, CPS ’16

Communications? How did I end up in Communications? This is a question I have asked and have been asked. I find the study of communications fascinating from an interpersonal perspective, intercultural point of view, anthropological, business management, economics, political science, the list could continue.  Not a simple answer for what seemingly should be a simple response. Let me share with you a defining moment in my past that secured the value of communication studies for my professional career.

We must go back to 1997 when I was the Community Support Services Director for a Central Florida mental health center covering two counties.  What inspired me most about this leadership role was the opportunity to change the face of mental illness. The stigma facing the mentally ill was associated with negativity. There was discomfort and fear in the thought of working with or even being near someone diagnosed with schizophrenia.  Literally, I was told, I can’t trust someone who is crazy. In an effort to increase mental health awareness, I collaborated with a local group from the National Alliance on Mental Illness to create a community event.  Having experience with project management, I thought this would be a simple project while being beneficial for the community.

To my surprise, we had doors close on us left and right when seeking sponsorship, venue location, and media interest. How is this not an important topic? Why won’t people want to learn about mental illness? People just don’t care, was what I was told. I was shocked and more determined then ever. We need people to make a connection as they would with heart disease or cancer issues. We need to bring schizophrenia alive.

About that time, we learned of a one woman traveling show. This actress had a sister with schizophrenia and wrote a short drama about her experience.  We were able to gain support for this theatrical production within a community church. Next step was to gain sponsorship for media. Being a member of the Ocala Jaycees, I was able to secure backing from numerous rising business leaders interested in hearing about this woman’s story.

The public relations plan started to fall into place, imagine your sister, your mother, or your daughter struggling with illness, an illness of the mind…come and join us to experience the emotional roller coaster ride of a lifetime.  People were interested. We had a diverse group of audience members who may have come to see a show, but left with insights into schizophrenia.  Our event was awarded community recognition, but more importantly the event set into motion greater discussions on the topic of mental illness. People did care. It was all in listening and getting the words out in a meaningful way.

Patty Goodman, Ed.D., recently joined the faculty of the MS in Corporate and Organizational Communication program as an Assistant Teaching Professor.