ACCRA TECHNICAL UNIVERSITY

FACULTY OF BUSINESS

DEPARTMENT OF MANAGEMENT AND PUBLIC ADMINISTARTION

SECRETARYSHIP AND MANAGEMENT STUDIES

THE ROLE OF EFFECTIVE COMMUNICATION IN AN ORGANZATION

(A CASE STUDY OF ODUMAN POLYCLINIC, ACCRA)

OBENG ADOMAA 01233256B

COMFORT
 CHAPTER TWO

LITERATURA REVIEW

2.0 Introduction

The study’s goal is to discover effective communication which is widely regarded as the
backbone of organizational success, playing a critical role in enabling smooth operations,
fostering collaboration, and achieving strategic goals. In today’s complex and rapidly changing
business environment, organizations must rely on clear, timely, and accurate communication to
maintain competitive advantage and ensure stakeholder satisfaction. This chapter reviews
existing literature on the role of effective communication in organizations, examining its impact
on employee engagement, organizational culture, leadership, innovation, and overall
performance.

Research conducted over the past decade highlights the growing recognition of communication
as a strategic tool that goes beyond the mere transmission of information. It facilitates
understanding, builds trust, and promotes a sense of belonging among employees. As Armstrong
and Taylor (2021) noted, communication is essential for creating a cohesive work environment
where employees can collaborate effectively and contribute toward organizational success. In
this regard, the literature emphasizes both the content and the process of communication,
focusing on how messages are crafted, delivered, and received. One of the primary areas of focus
in existing studies is the role of communication in fostering employee engagement and
satisfaction. Effective communication has been linked to higher levels of employee morale, job
satisfaction, and retention. When employees are well-informed about organizational goals,
expectations, and changes, they are more likely to feel valued and committed to their roles.
Additionally, two-way communication channels that allow employees to provide feedback and
voice concerns enhance their engagement and trust in leadership.

Another key theme in the literature is the influence of communication on organizational culture
and leadership. Strong communication practices contribute to the development of a positive
organizational culture characterized by openness, inclusivity, and mutual respect. Leaders who
communicate effectively are better able to inspire, motivate, and guide their teams. As noted by
Yukl (2017), communication is an integral part of transformational leadership, enabling leaders
to articulate a compelling vision and build strong relationships with their followers.

Furthermore, the reviewed literature highlights the importance of communication in managing

organizational change. Change management is a common challenge in organizations, and
successful change motivation require transparent and continuous communication. Whether it
involves transformation, adopting new technologies, or shifting business strategies, clear
communication helps reduce uncertainty, manage resistance, and foster acceptance of change
among employees.

Innovation is another area where communication plays a vital role. Organizations that encourage
open communication and the sharing of ideas are more likely to foster creativity and innovation.
Collaborative communication across different levels and departments facilitates the exchange of
knowledge and perspectives, leading to the development of new products, services, and
processes.

Lastly, the literature underscores the role of communication in building and maintaining external
relationships. Effective communication with customers, suppliers, investors, and other external
stakeholders is crucial for sustaining a positive organizational image and reputation.
Organizations that organize external communication are better positioned to build trust, manage
expectations, and enhance customer satisfaction, this chapter also underscores the multifaceted
role of communication in organizational success. From improving internal operations and
employee engagement to fostering innovation and managing change, effective communication is
a critical determinant of organizational performance. The following sections develop deeper into
specific themes identified in the literature, providing a comprehensive understanding of the role
of communication in organizations.

2 .1 THEORETICAL FRAMEWORK

Effective communication is vital in organizational settings, serving as the channel for

information flow and facilitating coordination among members. The Systems Theory offers a
comprehensive lens to understand this dynamic, positing that an organization comprises
connected components working synergistically to achieve common goals. Within this
framework, communication acts as the binding force that integrates these components, ensuring
coherence and functionality. Musheke and Phiri (2021) emphasize that effective communication
is essential for creating collaboration within the work environment, directly impacting
organizational performance and decision-making.

2.2 Components of Effective Communication

Effective communication within organizations encompasses several critical components that is

Clarity and Conciseness, Messages should be clear and to the point to prevent
misunderstandings. Overly complex or ambiguous information can lead to errors and decreased
efficiency. Active Listening, engaging in active listening ensures that messages are accurately
received and interpreted, fostering mutual understanding. Feedback Mechanisms: Providing and
soliciting feedback helps in refining messages and improving future communication exchanges.
Appropriate Channels Selecting the right medium being it face-to-face meetings, emails, or
instant messaging is crucial for effective message delivery. Implementing structured
communication methods, such as the SBAR (Situation, Background, Assessment,
Recommendation) technique, can further enhance clarity and efficiency. Originally developed in
the healthcare sector, SBAR has been adopted across various industries to standardize
communication protocols.

2.3 Impact of Effective Communication on Organizational Performance

The correlation between effective communication and organizational performance has been
extensively studied. Maroof et al. (2023) found that effective communication stimulates
decision-making process es and encourages better performance among employees. Their study
on International Breweries Plc in Nigeria revealed that organizations with robust communication
strategies tend to have more engaged and productive employees. Furthermore, Musheke and
Phiri (2021) identified that channels of communication significantly affect organizational
performance. Their research indicated that the choice of communication channels influences the
effectiveness of information dissemination, which in turn impacts overall performance.
2.4 Communication Technologies in Modern Organizations

The advent of digital communication tools has transformed how organizations operate. Platforms
such as Slack, Microsoft Teams, and Zoom have facilitated real-time collaboration, breaking
down geographical barriers and enabling remote work. However, the proliferation of these tools
also presents challenges, including information overload and the potential for
miscommunication. To mitigate these issues, organizations are adopting structured
communication methods like SBAR to standardize information exchange. Originally utilized in
healthcare settings, SBAR's application in business contexts has been shown to improve clarity
and reduce errors.

2.5 Barriers to Effective Communication

Despite the availability of advanced communication tools, several barriers persist, Cultural
Differences Diverse workforces may experience misunderstandings due to varying cultural
norms and communication styles. Technological Challenges While technology facilitates
communication, it can also introduce complexities, such as technical glitches or a lack of
proficiency among users. Information Overload, the constant influx of information can
overwhelm employees, leading to important messages being overlooked. Addressing these
barriers requires a multifaceted approach, including cultural sensitivity training, continuous
technological education, and the implementation of clear communication protocols.

2.6 Strategies for Enhancing Communication

To foster effective communication, organizations can implement these strategies, Regular

Training Programs, Educating employees on effective communication techniques and the use of
communication tools. Feedback Systems, these establishing channels through which employees
can provide and receive constructive feedback. Transparent Communication Policies develop
and disseminating clear guidelines on communication practices within the organization. By
adopting these strategies, organizations can enhance their communication effectiveness, leading
to improved performance and a more cohesive work environment and these also helps effective
communication serves as the backbone of organizational success.
The literature underscores its role in enhancing employee performance, facilitating decision-
making, and leveraging technological advancements. By understanding and implementing the
components of effective communication, and by addressing potential barriers, organizations can
create an environment conducive to achieving their strategic objectives.

REFERENCES

Musheke, M., & Phiri, J. (2021). The Effects of Effective Communication on Organizational
Performance Based on the Systems Theory. Open Journal of Business and Management, 9(2),
659-671. This study explores how effective communication, viewed through the lens of systems
theory, impacts organizational performance.

Kang, M., & Sung, M. (2022). Role of Communication Strategies in Organizational

Commitment and Employee Engagement. Frontiers in Psychology, 13, Article 9257226. This
research examines how internal communication strategies, such as information flow and
feedback, influence organizational commitment and employee engagement.

Bucăţa, G., & Rizescu, A. M. (2017). The Role of Communication in Enhancing Work
Effectiveness of an Organization. Journal of Defense Resources Management, 8(1), 131-135.
This article discusses the impact of effective communication on organizational performance,
emphasizing the importance of clear information exchange.

Penn State Extension. (2022). Effective Communication in the Workplace. This resource
highlights the benefits of practicing effective communication in the workplace and offers
strategies to improve communication effectiveness.

Uysal, G. (2022). The Contribution of Communication to Employee Satisfaction in

Organizations. Global Business Review, 23(1), 101-113. This study investigates how
organizational communication contributes to a sense of community and facilitates trust between
parties, thereby enhancing employee satisfaction.

Kowalski, T. (2023). Feedback from Employees as a Tool for Their Stabilization. International
Journal of Environmental Research and Public Health, 20(3), Article 10987909. This research
confirms that feedback from employees serves as a tool for their stabilization within the
organization.

Maroof, L., et al. (2023). Effective Communication as a Tool for Achieving Organizational Goal
and Objective. International Journal of Management Studies, 10(2), 45-60. This study explores
the impact of effective communication on organizational performance, focusing on efficiency
and profitability.

Gallo, A. (2022). Communication Is at the Heart of Positive Employee Relationships. MIT Sloan
Management Review. This article discusses how strong communication skills enable employees
to express their thoughts and emotions clearly, making them more efficient in the workplace.