Page 265 - DCOM102_DMGT101_PRINCIPLES_AND_PRACTICES_OF_MANAGEMENT

Unit 14: Communication

Notes

Caselet Relevance of Organisational Communication

rganisational communication encompasses many aspects. It spans a wide range,
from formal and informal internal communication practices to externally directed
Ocommunications (media, public, inter-organisational). In their book, Essentials
of Corporate communication, management experts Cees B. M. van Riel and Charles J.
Fombrun point out that communication is at the heart of organisational performance.
Organisational communication includes marketing, public relations, investor relations,
corporate advertising and environmental communication. In the largest sense, it
encompasses the organisation’s initiatives that demonstrate social responsibility and good
citizenship.
Human resource professionals uniquely position themselves at both the starting and
finishing points of the communication continuum. From an HR viewpoint, effective
organisational communication contributes to learning, teamwork, safety, innovation and
quality of decision-making in organisations. In an age of increased competition for talent,
communication has become a strategic tool for employee engagement, satisfaction and
retention. In fact, effective organisational communication contributes directly to employee
and organisational learning, an essential factor for competitive advantage. The most
successful HR professionals are consummate communicators. Typically, their organisations
over-communicate with all constituents, and their leadership styles transmit the traditions
and values of their company. Thus, as a promoter of effective organisational
communication, HR is a key strategic partner in leveraging the relationships between
employees and top management.

Source: www.findarticles.com

14.3 Effective Communication Process

Communication is important in building and sustaining human relationships at work. It cannot
be replaced by the advances in information technology and data management that have taken
place over the past several decades. Communication can be thought of as a process or flow.
Before communication can take place, a purpose – expressed as a message to be conveyed – is
needed. It passes between the sender and the receiver. The result is transference of meaning
from one person to another.

The figure below depicts the communication process. This model is made up of seven parts: (1)
the communication source, (2) encoding, (3) the message, (4) the channel, (5) decoding, (6) the
receiver, and (7) feedback.
Figure 14.1: Communication Process

SOURCE Message ENCODING Message CHANNEL Message DECODING Message RECEIVER

------------------------------------- FEEDBACK ------------------------------------------------------

Source: www.mbaknol.com
1. Source: The source initiates a message. This is the origin of the communication and can be
an individual, group or inanimate object.

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