The use of graphic rhetoric in communicating business strategy to a diverse audience : a quasi-field experiment

Abstract

Communication is paramount to promoting successful implementation of business strategy. However, little research has focused on what constitutes effective communication of strategy. A quasi-field experiment was conducted to build on current research regarding whether the use of graphic rhetoric is better than text in communicating business strategy to a diverse audience. A total of 44 employees were exposed to the same strategic message through different modes of communication: one using graphic rhetoric and the other text. A pre-test was administered to determine demographics, business strategy exposure and understanding. A post-test was administered to review the levels of attention, agreement, understanding and recall. Participants were then retested seven days later to further test recall. Results suggest that graphic rhetoric can enhance the communication of business strategy across a diverse audience. Further research with a longitudinal design is necessary to understand the role of visual rhetoric in comprehension and implementation of strategy.