We explain what organizational communication is, its characteristics, types and importance. Also, the barriers it may present and examples.
What is organizational communication?
Organizational communication is the transmission of messages between individuals who share an institutional environmentsuch as a company, a government entity or a non-profit association, both internally (aimed at each of its areas and its members) and externally (aimed at people outside the institution).
Organizational communication is important for the institution to develop its activity in the expected manner. It is usually carried out through team meetings, communications via email (for its members) and through press releases or advertising (for the external public).
The objective of organizational communication is to facilitate and coordinate, effectively, the flow of information between its members and with interested external parties.
A successful organization is one that manages to carry out its activity over time, generate profits and contribute positively to society and the environment. For that to happen, It is important that communication is effective and that the organization has people with organizational communication skills.
See also: Organizational culture
Characteristics of organizational communication
The main characteristics of organizational communication are:
- Seeks to transmit a message relevant to the organization. It disseminates interesting information for company employees or external audiences, communicates business values and objectives, and transmits cultural identity.
- It can be internal or external. Internal communication is that which is directed to the members of the organization, while external communication is that which is directed to the outside public. Each one spreads different messages according to the objectives of each audience.
- It is frequent. To preserve a positive institutional image, messages must be transmitted periodically and regularly.
- Guided by a business strategy. It is based on a structured plan focused on internal and external objectives.
- can be measured. Through communication metrics, the company can measure the impact of its messages and rethink new strategies for the future.
Objective of organizational communication
The objective of organizational communication is to guide the behaviors of its members so that they adapt to the goals and policies of the institution, and to establish links with the external public and society.
Among the most specific objectives of organizational communication, the following stand out:
- Coordinate and optimize the efforts of the members of the organization and the various tasks.
- Motivate members of the organization.
- Build social ties.
- Strengthen organizational culture.
- Resolve internal and external conflicts.
- Promote innovation and continuous improvement.
- Manage the institutional image and reputation of the organization in society.
See also: Organizational objectives
Types of organizational communication
Organizational communication can be of different types:
1. According to the target audience:
- Internal communication. It is aimed at the members of the institution and is disseminated through various means, such as email, newsletter, internal chat and team meetings.
- External communication. External communication is aimed at the organization's external public: clients, suppliers or society in general. It is spread through various means, such as internet advertising, press releases and events.
2. Depending on the code you use:
- Formal communication. It is transmitted in a structured, organized and systematic manner according to the channels enabled by the institution and according to the relevance of the contents of the message. It is transmitted in various ways, for example, through procedures manuals, semi-annual reports, team meetings or press releases.
- Informal communication. It is transmitted spontaneously or without being governed by organizational regulations, for example, through face-to-face conversations, chat conversations or social networks.
3. According to the flow:
Depending on how the message is prepared and to whom it is directed, communication can be downward, upward or horizontal.
- Descending communication. It is transmitted from the highest levels of the organization to the lowest levels, for example, the notification of a new regulation or instructions for a new task, and from a government agency to the community, for example, the announcement about retirement of a product on the market.
- Upward communication. It is transmitted from lower levels to higher levels, for example, results reports, performance evaluations or a store's complaints book.
- Horizontal communication. It is transmitted between members who have the same hierarchical level in the organization or between peers from different companies, for example, to agree on a strategic alliance between brands.
Importance of organizational communication
Organizational communication is a key factor in all companies and institutions because it allows:
- Improving management and administration. Through communication strategies, changes can be implemented, projects directed and the tasks of different areas coordinated to meet objectives effectively.
- The participation of the members of the organization. Knowing the ideas and opinions of those who are part of an institution fosters solid relationships, more collaborative work and a good work environment.
- The exchange with the consumer public. Knowing the opinions of customers and other external audiences allows you to rethink the company's strategy.
- The projection of the desired institutional image. Knowing the external public and keeping it informed about company news contributes to strengthening the positive image of the organization.
Organizational communication strategies
To achieve efficient organizational communication, institutions propose strategies, both internal and external.
Planning must be carried out by people capable of understanding the state of the situationsuch as responding to a crisis, instructing staff or announcing something new, and determining the best way to address that problem through communication.
Some common organizational communication strategies are: developing a communication plan for the launch of a new product, organizing periodic team meetings to inform and to learn the opinions of the members, conducting semiannual or annual surveys to measure the work environment.
See also: Corporate communication
Organizational communication barriers
Communication barriers are interferences that, to a greater or lesser extent, cause distortion or erroneous interpretation of the message.
The organizational communication barriers that usually occur are:
- Psychological barriers. They have to do with internal factors of the individual, both the one who sends and the one who receives a message, that alter their way of perceiving reality. For example: prejudices, lack of confidence or stress are some of the factors that alter the perception of reality.
- Physical barriers. They have to do with environmental factors that alter the correct flow of communication. For example: ambient noise makes dialogue between interlocutors difficult.
- Linguistic barriers. They have to do with factors of language use. For example: if there are people who speak a different language or use technical vocabulary, the message may not reach the recipients efficiently.
- Cultural barriers. They have to do with beliefs, norms and values that are transmitted through generations and that alter the perception of reality. For example: greeting with a kiss on the cheek may be acceptable in one culture but not in another.
- Technological barriers. They have to do with problems with the use of communication channels. For example: if the internet connection fails, communication will be affected.
How to improve organizational communication?
Some tips and actions to improve organizational communication are:
- Share useful information and news regularly.
- Disseminate brief content in clear and simple language.
- Promote response channels to obtain feedback and draw constructive conclusions.
- Optimize communication channels so that they are easy to access and ensure the message arrives appropriately.
- Use technology to achieve effective communication.
Organizational communication is a constant dynamic process that requires professionals who are capable of adapting to changes and unexpected situations.
Examples of organizational communication
Some examples of organizational communication are:
- The management meetings, in which the objectives of a year of work and the tasks necessary to fulfill them are decided.
- Training for employees, which explains how to use a technological tool recently incorporated into the company.
- The press releases, in which consumers are informed about a campaign, an alliance or a collaboration between different institutions.
- Team meetingsin which how a project will be carried out is planned.
- The advertisements, through which a company advertises the product to potential customers.
- Telephone communications between a customer service agent and a business user.
- The internal email aimed at all employees, with information on remote work policies.
- Institutional videos to disseminate on social networks, with testimonials from employees about their work in the company, with the aim of generating closeness with the external public.
- Sustainability reports to publish on the company's website and demonstrate the commitment to the environment.
- Signage on public roadswith graphic advertisements about a new product.
Real cases of organizational communication management
Below are examples of organizational communication strategies implemented by the following companies:
starbucks
An example of organizational communication is that of the international coffee shop company. starbucks which, during the COVID-19 pandemic, faced global challenges in the operation of its cafeterias.
The organizational communication strategy of starbucks was characterized by:
- Keep your employees informed continuously through emails, virtual meetings and notifications.
- Ensure health and safety policies for your employees with personal protective supplies and sick leave coverage.
- Implement new rules in the operation of cafeteriasboth for its employees and for the external public, such as social distancing and the only sales option available takeaway or “to go”.
- Strengthen your organizational culturethrough messages of encouragement and recognition to its employees who continued to work despite the difficult situation.
- Keep the external public informedthrough press releases and social networks to publicize their social responsibility in such a particular situation.
Clear and repeated organizational communication of starbucks contributed to minimizing doubts and uncertainty among employees and the public. The company managed to maintain the trust of its employees and a positive institutional image.
Bimbo
An example of organizational communication is that of the baking company. Bimbo which in 2013 faced a particular challenge in Mexico due to growing citizen concern about public health and obesity, which warned of the high sugar and fat content contained in its products.
The organizational communication strategy of Bimbo was characterized by:
- Respond proactively and transparently, through press releases and on their website about the details of the ingredients of their different products.
- Demonstrate commitment to health and well-being by modifying the composition of their products so that they have a lower amount of harmful fats and sugars.
- Implement social responsibility strategies with nutritional awareness and education campaigns, and educational programs to inform consumers about a balanced diet and healthy lifestyle.
Fast, transparent and proactive organizational communication Bimbo contributed to demonstrating credibility and commitment. The company knew how to manage a crisis in a favorable way, both for consumers and for its own institutional image.
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References
- Redding, W. C., & Tompkins, P. K. (1988). Organizational communication: past and present tenses. http://ereserve.library.utah.edu/
- Cote, C. (2023). Communicating direction to your organization: 5 dimensions to consider. https://online.hbs.edu/
- Paynton, S.C., and Hahn L.K. (2017). Survey of communication study. Chapter 11. https://courses.lumenlearning.com/
- Bonaccorsi, A. (2019). The house organ: evolution of internal corporate magazines.https://www.pixartprinting.es/
