Chapter 12: Communication in Organizations

Complete set of links to companies

AOL Time Warner Corporation is attempting to "connect, inform and entertain people everywhere in innovative ways that will enrich their lives," according to the firm’s mission statement. AOL’s most significant competitor is Disney Corporation. Access the AOL and Disney web sites, and then answer the following questions:

1. Do these organizations seem to be striving to communicate with any one particular audience through their web sites? If so, which audience?
2. Compare these two companies’ web sites. To what do you attribute any differences?

Internet Exercise

The opening incident in Chapter 12 discusses the communication style and practices of Chaparral Steel’s CEO, Gordon Forward. View the company’s web site, but focus in particular on communication issues and challenges. Then answer the following questions:

1. From the information available at Chaparral’s web site, what can you determine about its communication systems?
2. From the information available at Chaparral’s web site, what can you determine about Forward’s personal style of communication?
3. Chaparral’s recent changes in communications are reflected in a recent re-design of the firm’s web site. In your opinion, is the web site effective in communicating information about Chaparral? Why or why not?

Explore Further

Examine the web sites of other steel makers, such as Bethlehem Steel or Nucor Corporation. Based on what you see at their web sites, in what ways is corporate communication at these firms similar or dissimilar to that at Chaparral?