The Organisational

Communication
Process
Dr. Ananya Roy Pratihar
Business Communication,
IMIS,Bhubaneswar
 Learning Objectives

 Understand the importance of communication in organizations

 Learn about communication structures
 Understand the various modes of formal and informal communication
 Learn why it is necessary to balance the communication load
 Learn about corporate communication
 Understand the importance of effective communication in crisis
situations
Importance of Effective Communication in the
Organization
 Communication is a vital means of addressing
organizational concerns and grievances. It helps
in:
 Information Dissemination
 Employee Engagement
 Increase in Productivity
 Building Relationships
 Importance of
Communication in an
Organization
• Promotes motivation
• A source of information
• Altering individual’s attitudes
• Helps in socializing.
• Controlling process
 Organizational
Communication

According to Goldhaber: “organizational communication is

defined as the flow of messages within a network of
interdependent relationships.”

William Scott defined: “organizational communication is a

process which involves the transmission and accurate
replication of ideas ensured by feedback for the purpose of
eliciting actions which will accomplish organizational goals.”
Communication Structure
in Organizations
 Formal Communication
 Generally associated with the flow of information across the
organization's chain of command
 Is straightforward, precise and follows the official pattern
depending on organizational culture
 In formal communication, information moves in either a vertical
direction or in a horizontal or lateral direction

Example: Official conferences, meetings, written memos and

corporate letters
Vertical Communication
 Downward
Communication
 Purpose: Downward
communication
• Providing feedback on employees’ performance.
• Giving job instructions.
• Providing a complete understanding of the employees’ job as
well as to communicate them how their job is related to other
jobs in the organization.
• Communicating the organizations mission and vision to the
employees.
• Highlighting the areas of attention.
 Upward
Communication
 Purpose : Upward
Communication
• Used by the employees to share their views and ideas and to
participate in the decision-making process.

• The employees are given a chance to raise and speak

dissatisfaction issues to the higher levels.

• Knowledge about the employees’ feelings towards their jobs,

peers, supervisor and organization in general.
Formal Communication: Problems

• Long lines of communication and too many

transfer stations distort and delay the
message.

• Lack of trust between management and

employees.
 Case Study: Miscommunication hampering the
Product

A specific type of Swing was ordered

through a marketing executive by a
customer
As Marketing
requested it
As Sales ordered it!
As Engineering designed it!
 As production
manufactured it!
As Maintenance installed it!
What the customer wanted is A Simple
Tree-tyre Swing !
 Formal Communication:
Challenges
• Acknowledging a New Generation
• Buy-In from Employees
• Inflexibility
• Contributes to a Lack of Understanding
• Slow Decision Making
 Communication flow
from Top to Bottom
Memo From CEO to General Manager…

Today at 1100 hrs there will be a total solar eclipse. This is

when the sun disappears for 2 minutes. As this is
something , that can not be seen every day , time will be
allowed for all our employees to watch the eclipse in the
parking lot. Staff should meet at parking lot at ten to
eleven , when i will deliver a short speech explaining the
significance of the eclipse and give some background
information. Safety goggles will be made available to all at
a moderate cost.
 General Manager
to Dept. Head….
Today, at ten to eleven, all staff should meet in the
parking lot . This will be followed by a total eclipse of
sun, which will happen for 2 minutes. For a moderate
cost , this will be made safe with goggles . The CEO
will deliver a short speech beforehand to give us all
some information. This is not something that can be
seen every day…
 Dept. Head to Floor
Manager…

The CEO will today deliver a short speech to make the

SUN disappear for 2 minutes in the form of an eclipse.
This is something that can not be seen every day. So
staff will meet in the parking lot at ten to eleven . This
will be safe , if you pay a moderate cost.
 Floor Manager to
Supervisor…

Ten or eleven staff are to go to the parking lot where

CEO will eclipse the Sun for 2 minutes. This does not
happen every day. It will be safe , and as usual , it will
cost you.
 Supervisor to Staff…

Some staff will go to the parking lot today and see the
CEO disappear!!!.. It is a pity this does not happen
every day …!!!!
Horizontal or Lateral
Communication
 Why to promote
Horizontal Communication
• Sharing information, solving problems, and
collaborating horizontally is often more timely, direct,
and efficient than up or down communication.

• Coordination and collaboration always become easy

and reduces chances of conflicts.
 Scalar Chain Method
• Scalar Chain is the formal line
of authority which moves from
highest to the lowest rank in a
straight line. This chain
specifies the route through
which the information is to be
communicated to the desired
location /person.
 Cross-Wire
Communication
 Problems with Horizontal or
Cross Wire Communication
• Differences in the (personal) work culture.
• Occurrence of Territoriality
• Rivalry within individuals or groups
• Specialization becomes a concern
• Reluctance to Cooperation and Coordination
 Informal Communication

• Includes instances of free, informal interaction between

people who share a professional rapport with each other.

• This type of communication is generally beyond the

boundaries of time, place or even subject matter.

• Includes Grapevine communication and Social Networking

 Grapevine Communication

1. Informal communication network within an organization when

information spreads bypasses the formal communication structure.
2. Follows no particular direction
3. Four types of grapevine chains:
• Single Strand Chain
• Gossip Chain: One person tells everybody else. This chain passes a message
regarding a ‘noton-job’ nature.
• Probability Chain: Information may move from anybody to anybody. This chain
is found when the information is somewhat interesting but not really significant.
• Cluster Chain: This moves through selected groups. ‘A’ tells something to a few
selected individuals and then some of these individuals inform a few other
selected individuals. It is the dominant grapevine pattern in an organization.
 Grapevine Communication

• Single Strand Chain: It flows like a chain, i.e. ‘A’ tells something to
‘B’ who tells it to ‘C’ and so on.
 Grapevine Communication

• Gossip Chain: This subtype of grapevine communication is

characterized by a single person who relays all the latest info to
their co-workers.
 Grapevine Communication

• Probability Chain: Information may move from anybody to anybody. This

chain is found when the information is somewhat interesting but not really
significant.
 Grapevine Communication

• Cluster Chain: This moves through selected groups. ‘A’ tells something to a few
selected individuals and then some of these individuals inform a few other
selected individuals. It is the dominant grapevine pattern in an organisation
 Pros and Cons of Grapevine
Communication

Advantages Disadvantages
• Grievance Redressal  Risk Of Misunderstandings
• Improved Relationships  Difficult To Control
• Increased Efficiency
 Whistleblowing
• Whistleblowing is described as an unethical activity or
misconduct within private, public or third-sector companies.

• The person who brings the corruption to light is known as a

whistleblower.

• Whistleblowers have risen within the technology industry as it

has expanded in recent years.
 Social Networking
 It is the self-clustering of individuals into specific groups.
 It is possible in person, especially in the workplace.
 It is most popular online.
 Company Uses of
Social Media
• Integrating and expanding company workforces
• Fostering collaboration
• Building communities
• Socializing brands and companies
• Supporting customers
• Understanding target markets
 Corporate
Communication Methods

 Using Vision and Mission Statements

 Packaging
 Logos
 Livery
 Straplines or Taglines
 Endorsements
 Corporate Advertising

 It is the quickest way of communicating the brand identity and

managing reputation.
 It is the paid use of media for brand building.
 Advertising can help in following ways:
• Establishing Identity or Enhancing Image
• Attract Investment
• Influence Opinions
 Communication Climate

 How do people communicate with each other?

 How open or close is the communication culture in the

organisation?

 Are employees scared of raising their concerns and issues or

do they freely interact with seniors and subordinates?
 Communication Climate

1. Evaluation vs. Description: Evaluation is associated with ‘you’

language and tries to evaluate or judge the other person’s worth or
merit. Description involves ‘I’ language and tries to see merit in the
ideas of the person.
2. Control vs. Problem Orientation: People may get defensive if they
are controlled. Using a problem approach is more effective as it
helps the person in identifying the best solution to the problem.
3. Strategy vs. Spontaneity: People may use strategies to manipulate
and control others or may adopt an open and persuasive approach
to convince others.
 Communication Climate

4. Neutrality vs. Empathy: People can show an indifferent attitude

towards their peers and subordinates or they can show their concerns
and be empathic towards others.
5. Superiority vs. Equality: An attitude of superiority encourages a
defensive approach, while equality helps in creating a supportive
climate.
6. Certainty vs. Provisionalism: When people develop a ‘I know it all’
attitude they try to prove the other person wrong. Provisional approach
makes people listen to others and adapt themselves according to the
situation.
 Improving Communication
Climate in Organizations

 Ease Structural Barrier

 Overcome Status Barrier

 Build an Environment of Trust

 EXTERNAL ORGANIZATIONAL
COMMUNICATION
• External Communication occurs between a business and
another person in the exterior to the company.

• These persons can be clients, dealers, customers,

government officials or authorities etc.

• A strong external communication strategy helps promote the

brand, increase recognition, positively shape the public's
perception of the brand, and ultimately drive more sales.
 Crisis Communication
• Employees should not ignore any of the external parties and important
clients.
• Effective communication must be encouraged at the workplace during
emergency situations.
• Don’t criticize individuals.
• Information must flow across all departments in its desired form.
• The superiors must evaluate performance of employees on a regular basis.
• Streamline communication processes and maintain connectivity.
• Maintain information security.
• Learn from past mistakes.
ORGANIZE THE ORGANIZATION