Misunderstood goals concern managers.

Customers, investors, and even a company's own managers and supervisors lack a clear understanding of organizational values and corporate financial and market objectives, according to an American Management Association survey of nearly 600 executives. Fewer than half think that their managers and supervisors outside of the finance and marketing divisions have a solid grip on the firm's goals. Key constituencies--including suppliers, prospective customers, and local communities--similarly are uninformed about corporate missions and competitive differences.

Although senior managers cite communications as a top business priority and plan to devote more time to the issue, they are focusing on technological solutions--for example, electronic mail and Internet connections--rather than the content of their message. "Companies have been overcome by rapid market, technological, and organizational changes," note business communications specialists Peter Lowy and Byron Reimus, who designed the AMA questionnaire and analyzed its results. "The rush of new information technologies has led to an `information overload,' and at the same time, it's made targeted two-way communication...