This approach to organizational communication assumes, first of all, that communication, instead of merely involving the exchange of information, is instead a means of influence.
Also, it assumes that communication as a means of influence is pervasive throughout an organization. Even though we can analyze organizations from many different perspectives such as management, finance, marketing, psychology, etc., communication as influence is a significant element in each perspective since influence through symbols is a fundamental characteristic of all human behavior (Many theorists have begun to study the communicative dimensions of subjects not traditionally considered communicative. For examples of a communicative approach to economics, for example, see Uskali Maki, “Diagnosing McCloskey,” and Donald N. McCloskey, “Modern Epistemology against Analytic Philosophy: A Reply” both in Journal of Economic Literature 33:3 (September 1995). ).
Given these first two assumptions, this approach to communication also assumes that communication within an organization is a resource to be managed as any other resource. Just as material and financial assets, personnel, markets, facilities, customer and other business relationships must be managed to maximize their utility to the organization, so must communication be managed. Because communication is so pervasive, and because its management is generally relegated to simple “common sense,” most managers neglect this resource and limit their effectiveness.
Finally, this approach to communication assumes that a strategic approach symbolic influence is a critical element in the Christian life. Although the Scriptures do not present a comprehensive theory of communication, they clearly teach a strategic approach to all realms of discourse. “By long forbearing is a prince persuaded, and a soft tongue breaketh the bone” (Proverbs 25:15). “Be ye therefore wise [shrewd] as serpents, and harmless as doves” (Matthew 10:16).