The Influence of Communication Patterns on Strategic Communication

Strategic communication is a form of strategic action that central for organisational development as it regarded major contributor to efficiency. The main purpose this study identify patterns used by Keretapi Tanah Melayu Berhad (KTMB), analyse the relationship between and well influence these on communication. Communication being analysed are top-down communication, bottom-up horizontal diagonal external Elements discussed planning, top management support, targeted messages, selection use tools, on-going assessment work culture. determination elements were based Model (Barret, 2002). Barret's model has been modified adding two more namely planning This using content analysis survey method. A total 28 complaints about commuter services sent via e-mail KTMB customers collected approach. Then, was conducted 200 respondents among staffs pattern how practiced in KTMB. findings showed often complaint most related service At same time, compared vertical their daily activities. Through correlation analysis, found there positive Meanwhile, regression had 52.4 percent variance towards