ASSIGNMENT 2
Q: Effective organizational communication impacts organizational success in many
ways. Discuss FIVE important benefits of building an effective organizational
communication as well as the steps needed to implement a successful organizational
communication strategy.
ANS:
In explaining the meaning of effective communication; it is good to look at the subject matter
of communication in details. Meaningful communication informs and educates employees at
all levels and motivates them to support the strategy (Barrett, 2002). Communication is
viewed by (Haiemann, 2011) as the imparting of ideas and making oneself understood by
others. It is also the process by which information is passed between individuals and/or
organizations by means of previously agreed symbols. Communication is the process by
which one party (a sender) transmits information (i.e. message). It is a continuous process
between the two parties involved and it occurs in many levels, such as intra-individual
communication level (Keith, 2014). Information is transmitted in two ways:- e.g. from a
sensory organ to the brain and secondly, interpersonal level is a situation in which the
transmission of information is just between two individuals. Communication can also occur
within or between an individual or group. Effective communication is a process by which
sender of message, received feedback from receiver in intended (Peter, 2015). Effective
communication starts from the sender to its decoding by the receiver. It is said to be
ineffective communication when receiver of the message did not decode the intended of the
sender. It is through feedback that information achieves its desired results. Berrels A. (2010),
Effective communication takes place when the person to whom it is intended, subsequently,
the receiver understand the meaning intended and reacts accordingly.
Effective communication is a transaction of ideas, directory command or guide into oral or
written words, or actions on the path of the communicator in such a way that the receiver gets
the same message and reacts in manner envisaged by the communicator (Akam, 2011). It is
believe by a lot of experts that communication could consciously or unconsciously take place
by writing, reading, taking, listening or moving and any part of the body. All these things
mean something to some person, or group. It has to be stressed that communication in an
organization can take place in any of these means. Communication is a process of effecting
change to a system. As long as organization reforms and globalization is evident, new
communication techniques should be developed to stand the change. Therefore it becomes
important for positive attitudes to change to lead to vital successful change programs (Kotter,
1996), as resistance to change is one of the biggest barriers to overcome. Likewise, effective
communication requires a degree of ‘cognitive organizational reorientation’ comprehension
and appreciation of the proposed change. Elving & Hansma (2008) carried out interview
research between management and employees during organizational change. The most
important conclusion drawn was that the success of the dissemination and adaptation of
organizational change significantly depend upon communicative and informative skills of
managers at all levels. Although leaders appear to be aware of fast change within
organization (Bolden & Gosling, 2006), communicating that change is difficult. Bennebroek-
Gravenhorst et al. (2006) found that along with the role of management on the contribution of
the workforce to the impending change, distribution of information and actual
communication regarding the need for the change and the objectives of the modification in
business organization are also critical.
There is growing evidence that effective communication is the key for keeping an enterprise,
as a system of individuals, working together for objectives, successful and integrated. In the
21st century, charged with challenge and change, an organization needs the ability to respond
fast. In order to be aware and effective, organization members need clear, pertinent, and full
information. Research suggests that effective communication is seen of prime importance at
any organization today, since securing open interaction with a free flow of information,
managing organizational communication processes, and creating an open and adaptive
communication system does bring large-scale organizational benefits (Szukala, 2001). As the
study of scientific sources (Gibson and Hodgetts, 1986) has suggested, a functional system of
communication is desired at all organization’s levels not only to guarantee the management
of information which brings stability and order in a company but also to empower vital
organizational processes which enable adaptation, change, and innovation in its life.
Communication is central to organizational existence. All organizations are dependent on the
many voices of its individual speakers, and the research in organizational communication has
been emphasizing the ‘scaling up’ from communication between individuals (micro) to the
organization (macro) (Christensen and Cornelissen, 2010); therefore, the given research
considers the input of an individual communicator. Then, a functional approach towards
organizational communication, adopted in this article, allows a broader view on
organizational communication and it places emphasis on structure and communication
systems. An overview of sources suggests that organizational communication is a social
process which provides contact and information exchange between both departments and
units of organization and organization’s environment for the purpose of organizations
operation and accomplishment of its objectives. Specifically, members gather pertinent
information about their organization and the changes occurring within it, they discuss critical
organizational experiences to reach the goals of individuals, collective groups, and the
organization (Kreps, 1990; Shelby, 1993). As a matter of fact, a communication system of an
organization is a number of related units that operate together to create and shape
organizational events, and information processing is the primary function of the units
(Shelby, 1993).
Thus, organizational communication is a comprehensive and systematic treatment of
measurable communication variables and relationships. It focuses on those interdependencies
and interactions among and within subsystems through the act of communication, which
serve the purposes of organization (Shelby, 1993). It covers decision-making and conflict
management at a company. It enables the creation and maintaining of organizational images,
missions, and values as well as power and politics within organizations. It includes human
interaction with technologies and studies how communication socializes and supports
employees and team members. It can be inferred that information is the resource which
directs organizational activities and it is a communication system that can make the
gathering, interpretation, retention, and availability of the relevant information effective in
organizations.
FIVE important benefits of building an effective organizational communication
1. Communication role in change management: Husain (2013) identified that the role
played by communication during change in the business organizations as essential for
successful change management. The employees are the key sources to bring about
change in organizations. To encourage employees for desired change, organizations
must address the apprehensions and issues related with them. Job insecurity should be
decreased and a sense of community should be created so that employees may feel
their responsibilities. The need for change and its advantages will motivate the staff to
participate in change plan and execute it.
2. Communication role in Organizational performance: According to Kibe (2014)
investigated the effects of communication strategies on organizational performance.
Descriptive research design was used in this study. 132 questionnaires were
distributed employees. The findings of this research showed the importance of both
the theoretical level and practical level. It concluded that for any organizational
performance to be effective, an open communication environment should be
encouraged. Once members of the organization feel free to share feedback, ideas and
even criticism at every level it increases performance.
3. Communication impact on organizational change: Elving (2005), shows the
implication of communication in resistance to change. The framework leads to six
propositions in which aspects of communication, such as information, feelings of
belonging to a community, and feelings of uncertainty, have an influence on
resistance to change, which will affect the effectiveness of the change effort. The
findings reviewed that a distinction between the informative function of
communication and communication as a means to create a community was made. In
the suggested model communication has an effect not only on readiness for change,
but also on uncertainty.
4. Communication fuels innovation: Communication goes hand in hand with growth and
innovation. Why? Because great communication reduces the amount of time wasted.
Employees don’t have uncertainties over what they need to do, when, or how they
need to do it, meaning projects run smoothly. Plus, when employees have the
confidence to communicate ideas freely, both amongst each other and with senior
management, creativity thrives and innovation is born. Not only is that great for the
company, but it contributes to employee morale and retention as a result.
5. Communication builds existing skills: Without an open line of communication, even
the best talent can become lethargic, unmotivated, and disengaged. When managers
and senior staff are good communicators themselves, they can expect to bring out
each individual’s best skills. Don’t lose your best minds over poor communication.
By employing active listening with your employees, you’ll get to know their unique
talents and give them opportunities that will help them thrive.
Steps to implement effective communication strategy
1. Create an open communication environment:
An organization must aim to develop a communication environment in which all employees
of the organization are free to share their feedback, interesting ideas and even criticism
against any specific issue. Organizational leaders who aim to develop open communication
are able to build trust within their employees and are therefore prone to gain more successful
results.
2. Employ the inclusive communication strategy:
An inclusive strategy of communication is one in which all members are invited to become
part of a decision taken by the company. Such decisions are related to day to day working of
the company. This encourages employees to deliver more productive and creative ideas for
the company. As a result, the talent source is not limited to the company.
3. Make sure that your firm’s communication is two-way:
Communication must never be one way. It is a two-way process that can be carried either
vertically or horizontally. Not only senior personnel but even the members at lower levels
must hold the authority to transfer information to their respective senior employees.
4. The interaction procedure must be result-oriented:
Business communication must be result-oriented and focus on acquiring fruitful results to the
organization. Organizations must understand and make sure to deliver employees with
measures that are necessary to increase their business productivity.
5. Employ multiple channels to transfer messages:
To make sure that each and every member of your organization receives the message you
need to send it through multiple channels. Some highly effective channels to transmit
messages are face to face conversations, meetings, postings, memos, email, interacting via
telephone, faxes, and emails.
6. Focus on listening:
Listening skills are very much important, especially when you are engaged in one to one
communication. Both the employers as well as employees must be active listeners. Reflective
listening abilities can be adopted in this regard. If you find difficult listening to what other
people want to say, then you can tell yourself that you are going to listen for a couple of
minutes now. This is something that may help you a lot!
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