The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Determine Which Relationships Should Last Forever

Throughout the process of thinking more like a customer, communicators often come across audience groups who do not fit with the company's culture. In spite of the company's attempts to think like these customers, the organization finds that continuing the relationships would be detrimental to either itself or the customers. For example, an independent communications consultant might need to fire a client who does not pay for services. She might also have to reassign a client who requests services she does not provide. In the first scenario, it is detrimental to the consultant to work for free. In the second scenario, it is necessary for the customer to find a different consultant. If professional ...