Let Me Draw Your Attention to… : Exploring the Potentials of Visual Methods for Strategic Internal Communication Management

Abstract At the beginning of any conceptual work concerning communication management, there is a demand for a deeper understanding of the problem that needs to be addressed and for the context in which it occurs. Communication management practice mostly relies on instruments like briefings, structured interviews or classic controlling data, when it comes to an analysis of organisational structures. This chapter shows that the potentials of a more constructivist perspective and a qualitative methodology can be useful to find out what is really at stake. It presents creative visualisation of organisational contexts and visual grounded theory methodology by the example of internal communication management.