VIDEO CASE

Communication at Navistar International

The decision to dedicate the resources needed to fund and support the Department of Communications within Navistar International sends a signal that corporate communication is seen as vital to the health of this $12 billion truck and engine manufacturing and financial services corporation. The Department of Communications functions as a business partner with the company's three major business units. Each plant has a communications manager who reports to both the plant manager and the corporate director of the Department of Communications. The role of the communications manager is to drive the message to the target audience. The manager uses different approaches depending on the audience and the direction of the message, whether it's heading up or down the corporate ladder or across business units.

1. Explain why the communication skills and techniques used within a business unit (department) are not always effective in communicating across business units or up and down the corporate ladder.

2. Explain why conflict resolution communication skills are not always present in everyday workplace situations and how a skilled communications professional would add value to that workplace.