MANAGEMENT COMMUNICATION - Pearson Learning Solutions

84 Chapter 3 ● Communication Ethicstheir way of addressing other employees. Theirtone and actions became comforting and reassuring,emphasizing the concept of “the Dellfamily.”Michael Dell and Kevin Rollins, amongothers, began to address employees in amore personal way. They even signed internalcommunications with simply “Michael” and“Kevin,” instead of “Office of the Chairman.”Frequent personal contact became more commonby organizing a series of town hall meetingsto discuss reactions to the terrorist attacksinstead of having financial briefings.A new section was added to the company’sintranet called “Helping RebuildAmerica” to communicate relevant and timelyinformation. It included leadership messagesfrom Dell and Rollins, dates and times of townhall meetings to discuss emotions and reactionsto the tragedy, online video clips ofemployees helping customers, customer thankyouletters, and personal accounts of those atthe Pentagon and the World Trade Center. Thecompany intranet also featured opportunitiesto volunteer for local relief efforts and not-forprofitorganizations, employee resources, andbreaking news. This effort, according to manyemployees, made the company feel connectedin a way that it never had before.These events increased awareness thatsuccess depends not only on strategic economicefforts, but also on the ability of acompany to value and care for its people.Motivation was created to develop and retainemployees, emphasize leadership, expandtraining, and increase diversity inside thecompany. This effort is now an importantpart of The Soul of Dell.Key PlayersMichael Dell is the founder and CEO ofDell Computers. During the past 18 years,he has grown the company’s sales from $6million to $33.7 billion and opened salesoffices worldwide, employing more than38,000 people around the world. In 1992,Michael Dell became the youngest CEO ofa company to be ranked as a Fortune 500firm. He has been honored on numerousoccasions for his vision and leadership.One of the main goals for his company is todouble company profits by 2005.Kevin Rollins became Dell’s presidentand chief operating officer in March of 2001.Before then, he was president of DellAmericas. He managed all company operationsin the United States, Canada, Mexico,and Latin America. During Mr. Rollins’stenure at Dell, the company has gone througha dramatic growth process increasing revenuesfrom $5 billion to $31 billion in justfive years. Before joining the company, hefunctioned as vice president and managingpartner of Bain & Company managementconsultants, where he specialized in corporatestrategy and the management of high-techcompanies. With his development of The Soulof Dell, he hoped people would refer to Dellas a place where respect, integrity, honesty,and forthrightness are valued.Elizabeth Allen is the vice presidentof corporate communications at Dell. Herresponsibilities include the direction andglobal management of Dell’s corporatecommunications function, including mediarelations, employee communication, andliaison with brand and product advertisingdivisions. Allen has spent more than 20years of her career in corporate communications.Before joining Dell, she was vicepresident of corporate communications atStaples, Inc., where she expanded investor,government, community, and media relations.Previously, she worked for RaytheonCompany and Loral Corporation as vicepresident of corporate communications ineach. In her current position, Allen has theresponsibility of diffusing The Soul of Dellboth inside the company and externally.000200010270582216Management Communication: A Case-Analysis Approach, Fourth Edition, by James S. O'Rourke, IV. Published by Prentice Hall. Copyright © 2010 by Pearson Education, Inc.