Communication Management has Changed Drastically
Segmented Communication to Different Groups does not Work These Days
Sep 21, 2009
In earlier days, it was possible to develop tailor-made communications for each of these groups. In today's networked Internet society where information spreads through blogs, social networks and other kinds of speedy media, every group can become aware of the company's communications to other groups. Communication management has to ensure consistency of all the communications.
Managing Organizational Communication
Communication management can be seen to have two major objectives. Firstly, conveying a correct picture about something. Secondly and more importantly these days, communicating with different groups to get each of them to respond in desired ways.
For example, businesses want prospective customers to buy from them, investors to buy their shares, employees to work with commitment and so on. The marketing, investor and employee communications have to achieve these results.
In earlier days, a segmented approach worked. Organizations tailored the communication to each group in ways that appealed to that particular group. Consistency among the different communications was not that critical.
However, in today's networked environment, each group is likely to become aware of the communications intended for other groups. Unless the communications are consistent, the organization can lose credibility.
There is also the issue of adverse publicity about a company spreading fast through Web media. Unless the company becomes aware of what is being said about it and takes appropriate actions, its image can suffer seriously.
Management and Communication
Effective communication is extremely important in management. Unless a business' marketing communications are good, customers will not buy from it in a competitive market. Without good employee communications, the business' employees will not function effectively either because they do not know what to do or because they do not feel committed to perform well. The situation is similar with other groups; bad communications do not lead to desired results.
Organizational communication is a systematic exercise that involves planning, organizing and implementing all internal and external communications so that the organizational objectives are achieved.
The planning exercise will identify the target audience (who), the message to be communicated to them (what), the right time to deliver the message (when), the results expected from the message (why), the medium and method of delivering the message (how) and the person who will deliver the message and how to choose that person (by whom).
It has also become critically important to develop a consistent strategy for the whole organization and implement that strategy through all communication channels. If all communications originating from an organization project a desired image, great brands can be built.
Employee Communications
Employee communications has a special place in organizations. It is employees who execute the work of the organization, and also deliver all the communications. If they work with commitment and take care to communicate as they are asked to, the organization will benefit. Otherwise, the organization can suffer incalculable damage.
Then there are tasks like change management that requires highly effective employee communications. In today's fast changing scenarios, change management is something most organizations have to tackle.
Effective employee communications typically involve some key elements:
- Communicate in time: Decisions that affect employee compensation, working conditions and other aspects of the employee's life should be communicated to them in advance. Springing adverse decisions as a complete surprise is a sure way to destroy their morale and lead to significant wastage of working time (on complaining or shirking).
- Tell them why: People want to know why they are being asked to do or not to do specific things. Such knowledge not only helps them execute their tasks more effectively but also helps them accept the instructions and decisions more willingly. Even adverse decisions can be made acceptable if employees understand their rationale.
- Project the communicator's own commitment: If a communicator tells something but her or his behavior and actions convey something else, employees will see the dissonance. The result is not likely to be good. Walking the talk is important.
Interpersonal communications typically involve verbal and non-verbal elements. Gestures and facial expressions also communicate significant messages. Communication skills involve the ability to harmonize all the elements and convey a consistent message.
Business communications can occur inside an organization or between an organization and external entities. In both these cases, communications seek to create certain desired responses. Communication management seeks to enhance the possibility of obtaining such desired responses. It has become extremely complex to manage communications in today's networked world.
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