See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/328630849

The Importance of Communication in Business Management

Conference Paper · October 2018

CITATION READS

1 13,354

2 authors:

Mirjana Radovic Markovic Aidin Salamzadeh

Institute of Economic Sciences (Serbia) University of Tehran
67 PUBLICATIONS   230 CITATIONS    60 PUBLICATIONS   407 CITATIONS   

SEE PROFILE SEE PROFILE

Some of the authors of this publication are also working on these related projects:

Corporate entrepreneurship in University of Tehran: does human resources management matter View project

Social Entrepreneurship in the Middle Eastern Countries View project

All content following this page was uploaded by Aidin Salamzadeh on 31 October 2018.

The user has requested enhancement of the downloaded file.

EEE 2018 11

THE IMPORTANCE OF COMMUNICATION IN

BUSINESS MANAGEMENT

Mirjana Radovic Markovic1

Aidin Salamzadeh2

ABSTRACT

Communication, as a management function is the process of creating,

communicating and interpreting ideas, facts, opinions and feelings about work
performance, organisational effectiveness and efficiency as well as goals
attainment in organisation. A manager must be an effective communicator and no
organization can succeed or progress, build up reputation without effective
communication skills. Poor communication system may result in mismanagement
and bad business results. Our aim was in this paper to show that the success of any
business lies in effective communication and that the effective communication is
essential for the survival and progress of a business concern. We also pointed out
that communication skills need to be developed on an ongoing basis and especially
in a turbulent business environment.

Key words: Communication, manager, organization, business environment,

communication system model
JEL Classification:D83

1
Faculty of Business Economics and Entrepreneurship, Belgrade, Serbia,
[email protected]
2
Faculty of Entrepreneurship, Tehran University, Iran, [email protected]
12 EEE 2018

INTRODUCTION

Communication is the act of sending a message through different media; it can be

verbal or nonverbal, formal or non-formal so long as it transmits a thought provoking
an idea, gesture, action, etc. Good communication is considered a learned skill. Most
people are born with physical ability to talk, but we must learn to speak well and
communicate effectively. Speaking, listening and our ability to understand verbal and
nonverbal meanings are skills we develop in various ways. We learn basic
communication skills by observing other people and modelling our behaviors based on
what we see. It is however important here to point out that information is of little use
until it is communicated to the person who is to receive it or who has the need for it.
Communication threrefore is the process of transmitting, diseminating or passing
information from one person to the other or from one place to the other. In other words,
communication is the process of creating, transmitting and interpreting ideas, facts,
opinions and feelings. It is a process that is essentially a sharing one, a mutual
interchange between two or more persons.In addition ,communication is the exchange
of information between managers.

THEORETICAL BACKGROUND

Communication researchers have increasingly sought to connect and to

integrate effects across levels of analysis, from the "micro" to the macro. The social
cognitive theory of Albert Bandura (1986) and the transtheoretical model of Jams
Prochaska et al. (1994), for example, recognize that an individuals' behavior is
formed in the context of the larger community and social environment.
Therefore planned interventions must include efforts to change the larger
environment as well.
Similarly, persuasion studies have focused on the chain of individual-level
communication processes leading to behavior change. Some researchers tried to
explain the shifting nature of organizations as they are formed and transformed
through the relational interactions among mem- bers, external audiences, and
cultural meaning systems (Cooren, Taylor, Van Every, 2006).
Early studies focused on opinion or attitude change in the context of such
variables as the credibility of the information source, fear, organization of
arguments, the role of group membership in resisting or accepting communication,
and personality differences. Since the 1960s, however, research has emphasized
cognitive processing of information leading to persuasion. On the other side, recent
investigations have shown that business and management communication becomes
a crucial and strategic partner in order for corporations to achieve their goals
(Markaki, Damianios Chadjipantelis, 2013).
EEE 2018 13

THE NEED FOR GOOD COMMUNICATION IN

ORGANIZATIONS

Communication is an essential part of any company. Moreover, good

communication skills are incredibly important in the business world. In some
researches we can find many ways to manage and deal with difficult
communication. She attests that the point of communication is having a
conversation with another person, and this conversation must be two-way in order
for communication to successfully occur. This central idea is to remember what is
communicated especially during times of conflict. In fact, ―you are not being
effective when your voice rises, your body tenses, or your temper flares.‖
Some scientists believe that in order for successful communication to occur,
two things must be kept in mind; the first is that everyone has his/her own ideas
and perceptions and these must be respected. The second is the idea of closure; that
every conversation needs closure. Tucker states that you need to keep in mind that
each person comes to the conversation table with his or her own perception of what
happened, what exists, or how to do something.
It doesn‘t help the situation to negate a person‘s viewpoint without facts and
concrete examples of behavior or acts that were considered inappropriate,
unprofessional or unacceptable. However, it is important to communicate until you
get ―closure‖ on the conversation. Closure means you and the other person have
discussed all of the issues and, while the person may not agree, he or she has
listened to you in a non-threatening, non-defensive environment and clearly heard
what you had to say
This concept is incredibly important to remember in the corporate
environment. Companies are made up of various types of employees and managers,
each with their own personalities and viewpoints. Therefore, it is important to
remember to respect everyone‘s opinions no matter how different they may be.
Also, the notion of closure in a conversation is essential because leaving a
conversation up in the air or even with hostility can often result in damaging or
breaking business relationships. Good communication is necessary in order for
businesses to run successfully and smoothly.
While an organization is separated from its environment, it has to have some
ways of communicating with the environment. Anything which is external to a
system belong to the environment and not to the system itseif. This is true of all
types of organizations. The environment exerts considerable influence on the
behaviour of an organization at the same time, the organization can do little or
nothing to control the behaviour of the environment.
The environment affects the performance of a system. Using a business
organization as an example, the following environmental factors might need to be
communicated to it (Radovic Markovic, Omolaja,2009):
 The number of competitors in the market place and the strategies they adopt;
 The product of competitors, their prices and qualities;
14 EEE 2018

 The strength of the domestic currency of the organization‘ countries of

operation;
 The structure of the company and personal taxation;
 The policies adopted by the government of ruling political body/party;
 Social attitute-concern for the natural environment; and
 The regulatory and legislative framework within which the company operates.
An organization need to be kept well informed of all these, and this is possible
through the process of communication. Internally, all participants in an
organization have to interact, strategies have to be maintained, policies have to be
formulated, strategies have to be developed, and programmes have to be planned,
executed and evaluated. Also employees have to be renumerated and motivated,
decisions have to be made, etc. In fact without an effective and efficient means of
communications, there will be no management function. Everything will just have
to be incremenetally disjoined in disorderly and disrray manner.
This implies that information is a very vital part of management. Management
decisions and policies need be communicated to those that will use them in order to
achieve the policy objectives. This is to be done through effective means of
communication whithin and outside the organization. Decision, irrespective of its
purpose, is useless unless it is communicated. If the Sales Director instance, of
some industries for decides to lower the price of product X and institute an
interactive campaign, nothing will happen unless the advertising departments is
informed and even the other department concerned with preparation of new
packaging to lower the price.
At the heart of all communications cysle outside the organization are the
messages which should include:
 Developing and positioning experts
 Targeting and connecting with traditional media
 Distributing messages
 Monitoring and measuring the effectiveness of efforts
The importance of communication for a manager
The most effective managers are those who unerstand communication and its
use in he organisaion setting. Communication is the vehicle that allows managers
to fulfil each management function. To plan successfully, managers must be able
of effectively communicate their vision to the rest of the organization (Radovic
Markovic ,M. and Omolaja M ,2009). To organize successfully, managers must
allow for and encourage free-flowing communication both up and down the
hierarchy, as well as between departments and colleagues.
To lead successfully, managers must clearly communicate organizational goals
to employees and through that communication, inspire employees to trust in their
leadership and to perform at the highest levels possible. To control successfully,
managers must effectively communicate with employees to monitor progress to re-
emphasize organizational goals, and to correct on-going processes. Consequently,
communication is more than simply talking, writing, reading and listening
EEE 2018 15

(Radovic Markovic ,M. and Omolaja M ,2009). Effective communication is the

key to successful management.
Communication allows managers to share goals with shareholders both inside and
outside the organisation. It permits managers to stimulate behaviour changes in
employees and suppliers. It enable managers to inspire loyalty from employees and
customers. It allows managers to convice employees and unions to abandom counter
productive practices. It enables managers to persuade leaders to provide financing and
it permits managers to calm angry customers and to impress new ones.
Hence, managers must be effective communicators to function. But what
makes managers successful communicators? First, they must understand what
communication is. Next, they must understand how communication works, on
both an interpersonal and an organisaional level and finally, they must understand
what barriers can impede communication so that they can overcome such
impediments and improve communication throught the organization.
In the modern day organizations, communication is popularly considered in
terms of; the media of communication such as internal memoranda, reports of
various forms, etc; the skills of communi-cation such as giving instructions,
interviewing, charing meetings, etc and the organization of commu-nication like
chain of command, briefing groups, work committees, etc.
However, communication at its basic levels involves three basic elements or
components, which are encoder, channel and decoder. The source or the origin
information is known as the encoder. That is, the encoder is the originator of the
information to be communicated to the other party. The channel is the medium
chosen or to be used in communicating the message or information to other party.
The decoder is the person to whom the message or information is being sent. He is
the receiver of the message. However, he may, or may not, be the user of such an
information.
For instance, if the Managing Director of company 22 telephoned the personnel
manager of copany 33, the managing director is the encoder, the telephone line the
channel and the personnel manager is the decoder in this exapmle. However, the three
of them must always be present regardless of the size or system of communication. A
typical communication model may be as presented follows.

Figure 1: Communication System Model

16 EEE 2018

From Figure 1., it can be seen that communication is the process by which the
senders and the receivers of information interact in a given social context.
Information conveyed might be message, instruction, idea, view or knowledge. It
may be communicated from superior officer to a subordinate officer, and vice-
versa. It may also be communicated across among colleagues at the same level or
having similar status along the organizations hierarchy.
However, communication process in modern organizations normally
follows the pattern bellow:
 The sender has an idea,
 The idea becomes a message. Remember that the process of putting the
message into a form the receiver will understand is called encoding,
 The message is transmitted to the receiver,
 The recever gets the message and interpret it, a process known as decoding, and
 The reveicer feedback the sender about the effectiveness of the information
that was communicated
From our discussion so far, we would observe that the process of encoding
involves determination of the way that the message should be written down or
spoken in order to be able to communicate with another person. Variation of words
and understaning can however alter the meaning of a message. Facial expression,
voice, emphasis and gestures; all play a part in the encoding process when
conversation is used. Also, it is clear that the decoding is the process of achieving
understanding from the message. Different people derive different meanings from
the same message influenced by their experience, attitudes and value systems.

COMMUNICATION METHODS

There are many methods or techniques of communication depending on the

nature, scope and level of technology and those of application of information in the
organization. For instance, in small scale business organizations like a sole
proprietorship (Sole trader or one-man business), small scale dry-cleaning firms,
etc., most communications whether between the business owner and the workers or
between him and his clients are done on face-to-face personal contacts.
However, as business expands and nature of operations becomes more
complex, there will normally be the need for more documentations which
necessitates written rather than simple oral communication. This essentially the is
the main feature of the medium scale business units like the partnerships, and
private and public limited liability companies.
In addition, most of the giant companies especialliy the multi-products, multi-
national and trans-national companies, etc, make use of the modern day high
technology.In nearly all these companies, most communications are done using
computers, telephone, Internet, Intercom, telex, telefax, radiogram, telegram
General System of Mobile communications (GSM) and the like.
EEE 2018 17

An organization can choose from variety of channels available for effective

communication of busiess or management information across the lines within the
system on the basis of its own peculiarities. Also, the nature of linkages between
organizational systems will vary, depending on the requirements of each
subsystem. Consequently, typical means or channels of communication from
among which an organization may choose may be categorised as in the following
subsections.

Oral Communication

This express information through the use of languages, which is composed of

words and grammar. To create a thought, words are arrangeed according to the
rules of grammar so that the various parts of speech are in the proper sequence.
Then the message is communicated either in Oral form or Written form.
The expression of ideas through spoken word. Managers communicate with
colleagues and employees using such oral media as face-to-face conversion,
telephone calls, (including messages left on answering machines), private
meetings, group meetings, teleconferencing (the use of telephone equipment to
allow people in differing locations to take part in discusion.
Oral communiction is generally easier and more efficient than written
communication. It allows for immediate feedback. Managers tend to rely more
heavily on oral than on written communication for sharing information on a day-
to-day basis, although they generally put important messages in writing.
From this analysis, it can be observed that oral communciation may occur in a
face-to-face personal situation or by telephone. Information regarding business can
be communicated using the telephone. For instance, an oral contact can be made
through the telephone by the sales ledger subsystem to find out when payment of
an overdue debt is expected, the request and responses are both provided verbally.
A major limitation of oral communication, however, is that, even though it
provides a personal and dynamic form of expression, its transitory nature makes it
subject to misinterpretation and mis-remembering.
Having discussed oral and communication thus far, attention here will be focused
on an indepth study of the potency of oral communication. In this sense, emphasis will
be laid on the ―Power of word concepts‖ as it has been revealed right from the
beginning of the universe. ―Word‖ itself has been explained by various philosophers
and the use or potency of it has almost become unquestionable.The potency or the
power of words is undoubtable. For instance, in saying prayers, in cursing one another,
in praising, etc., word or oral communication is very important.
Knowing the simple ways of saying ―I am sorry‖, ―Please‖, ―Let us do it
together‖, ―Kindly help me‖ or even constructive criticism by word of mouth can
do a lot to dictate the success or otherwise of an administrator or manager at work,
at home, within a society, etc. Consequently, a good administrator should be
mindful of what he says all the time with a high degree of consciousness. Once
you have altered a word or statement, you cannot deny it; else you become a liar.
Hence, a manager can use his word of mouth to damage his or her own chancess
18 EEE 2018

of success at work not to talk of those of his subordinates or evern colleagues.

Likewise, the employees can make or mare the corporate objectives of their
organization if care is not taken.

Electronic Communication

In many big companies or organizations where computerisation has gained a

lot of grounds, much information is transferred between subsystems by computers.
Interfaces between modules of computer systems enable automatic transfer of
electronic data in the forms of signals and waves. Consequently, detailes of
despatches of good from stock might be automatically passed on to the sales ledger
or accounting subsystems, so that invoice can be raised.
Electronic communication is also possible for one off messages, for example,
through the use of electronic mail. The benefits of electronic communication are speed,
accuracy and the elimination of much human processing. Typical examples of electronic
communication is the use of internet facilities such as E-mail, voice-mail, etc.
Information systems play a vital role in the e-business and e-commerce
operations, enterprise collaboration and management, and strategic success of
businesses that must operate in an internetworked global environment. ―Access to
information and communication technologies (ICTs) implies access to channels
and modes of communication that are not bound by language, culture or distance.
New forms of social organisation and of productive activity emerge which, if
nurtured, could become transformational factors as important as the technology
itself (International Development Research Centre, 1996)‖ Internet services, in
conjunction with existing and more widely used communication media, will enable
the broadest enhancement of information and communication resources.
Other Means of Communication
We can notice non-verbal and non-writen communication. They express
information without words, through gesture and behaviour and it is often
unplanned, even unconcious while it is governed by few rules. Non-verbal
communication and non-writen communi-cations can convey the following
meanings:
 Gestures and Postures. For instance, learning forward and maintaining eye
contact show interest.
 Facial expressions and eye movement. For example, genuine smile indicate
warmth or approval.
 Touch. This can have both positive and negative connotations. It can
commu-nicate caring and support as well as intimidation and instrusion.
 Dress and Personal Traits. Appreciate communication style, personality and
status. In most organization, a professional image is important.
From this section, we would observe that communication methods include
written, verbal, formal and informal communication. Written communication
encompasses letters, memos, notes, emails and all other forms of writing. Verbal
communication includes face-to-face discussions, phone calls, i-chating over the
EEE 2018 19

Internet and group meetings. Both verbal and non-verbal communication is

extremely important within the business world and also in people‘s personal lives.
Being able to communicate properly can make uneasy situations or tough times
much easier to handle, remaining calm and understanding can lead to resolve of
uncomfortable situations. One of the biggest components of being a good
communicator is being a good listener. Without the ability to listen you cannot be
a good communicator.
Good communication skills are essential in the business world for three main
reasons: First ineffective communication can be very expensive. If a business does
not effectively and efficiently communicate to its employees its objectives, rules
and regulations, along with its business culture, then the employees will not know
how to be effective at the work place. If employees cannot communicate with each
other, regardless of whether the communication is horizontal or vertical with in the
business, things will not run smoothly. Without good communication, things may
not get done correctly or even at all, or, work could be done twice, overlapping
each other, which can be wasteful and costly. Good communication is essential for
the operation of business in all aspects.
Second, the changing environment and increasing complexity of the 21st
century workplace makes communication even more important today than ever
before. The flattening of business structure and the increase in teamwork at the
work place demands good communication skills. Flatter organizations mean
managers must communicate with many people over whom they may have no
formal control. Without effective communication, teamwork is impossible and will
fail to provide any useful outcome. The collaboration of teamwork that allows
organizations to capitalize on the creative potential of a diverse workforce depends
on good communication.
Third, the world‘s economy is becoming increasingly global, meaning people
need to be able to communicate not only within the organization but also outside
the organization and even at times internationally. To be a good communicator
internationally, you need to understand who it is you are trying to communicate
with. What is their culture? Can something be offensive to others, which is not
offensive to us? It is important to be knowledgeable of proper communication
skills and to be aware of others culture to be an effective communicator.
We should not believe that either a man or a woman is superior at
communicating. Rather, we should believe that both can be effective
communicators along as they know who and what they trying to communicate too.
Remaining calm and be a good listener are key to being a good communicator. It
is possible for both men and women to be great communicators but it doesn‘t
usually come without working at being a good communicator.
When it comes to difficult conversations or having to communicate bad news,
it is useful to remain calm, be understanding, listen completely, put yourself in the
other‘s position and be clear when communicating. Although there may be a lot
there to grab, if you can do those things, it will be easy to overcome the pain when
communication become difficult regardless of the circumstances.
20 EEE 2018

However, although non-verbal communication is also important and useful,

without saying anything, someone cannot determine what it is you are trying to get
across. Non-verbal communication can be misleading if your point is
misunderstood, since you are not directly speaking your intentions. But if the
message is correctly interpreted, non-verbal communication may be extremely
powerful. In all, good communication is important at the work place and in our
personal lives. Without good communication, the message is lost, time is wasted
and people can feel betrayed, so becoming both a good listener and good
communicator is essential to day-to-day life.
Presentation of communication is also an integral part of a company‘s success. If an
employee has a brilliant idea for reducing cost and they have an opportunity to present it
to the President, they must make the most use of the opportunity. Effective presentation
skills require practice, patience and the ability to stay calm in stressful situations. Along
with presentation skills comes listening. If someone is giving a presentation it is
important that you are able to listen and understand. This will help the company if
everyone is on the same page. Lastly, there is cross-cultural communication. Language
barriers and cultural differences can hinder a firm‘s productivity and efficiency, thus
putting the company at a disadvantage. Overcoming these barriers through increasing
communication skills will help the company reach its full potential.

COMMUNICATION FLOW

The communication network of most organizations consists of vertical lines of

communication providing upward and downward means of transmit-ting
information with a view to integrating mecha-nisms such as committees and work-
groups built or developed across these lines. Again, an organization, be it in the
public sector or the private sector also provide lateral lines of communication
which are considered as having equal significance with the vertical lines.
There is also diagonal or the matrix type structure of communication network,
which contains both the features of vertical and horizontal or lateral
communication lines. Most comunications among managers or among supervisors
across different departments are horizontal, while comunications between superior
and subordinate officers in the same departments are siad to be vertical. However,
diagonal communicaton involve a suerior officer and a subordinate officer in
different Departments.
The greatest tendency in most private and public sector organizations,
however, is to consider communication in terms of upward or downward lines of
interaction. Particularly, management commu-nicates policies, plans, information
and instructions or directives downwards communication is achieved by means of
the command chain, while the upward communication is achieved by work-group
meetings, joint consultation machienery and by grievance procedures. However,
vertical communication tends to be dominated by what flows in the downward
direction in most modern day organizations.
EEE 2018 21

On the other way around, the flow of informatin across the organization is
rarely comparable with the vertical flow. However, every organization has to make
some arrangements for coordinating, integrating or unifying the efforts of more
than one department, section or key executive officer, and this may be achieved by
means of inter-departmental meetings or committees.
In the University system, for instance, there are Faculty or College Board
meetings where staff from different departments meet regualrly to iron out matters
which affect the Faculty or College, and to pool and share experience, ideals, etc,
among colleagues across the Faculty or College. There are also the meetings of the
DEOs (Departmental examination officers and Academic Board or Board of studies
meetings comprising only the Heads of Departments or their representaitives.Again,
there are committees of various forms such as Disciplinary Committees or Panels,
Examination Committees, Transport Committees, Development Committees,
Appointment and Promotion Committees‘ etc. All these serve as avenues for
disseminating information across the organization, and the same experience applies in
other public and private sectors organizations. It should, however, be stated
categorically here that the use of committees is a rational and controlled approach to
the problem of integration and it represents about the least that organizations can do to
set up lateral or horizontal lines of communication. Where an organization is more
organic in its operation, it tends to adopt the use of horizontal lines of communication
among people in the same specialisation of working together, and much of the
information flowing along such lines is highly technical, task-oriented and facilitate
cooperation among work groups. Such information is only passed up the line if it is of
particular significance or where it comes under the category of ―need to know‖ for the
manager or higher administrator concerned.
Organizations, which operate a system of ―Management by Exception‖, are
able to make wider use of lateral forms of communication compared with
organizations whose management insists on being kept fully in the pressure of what
happens all the time. In organizations that are less concerned with routine duties,
management by exception is more popular management by exception implies a
high degree of delegation and autonomy where., once responsibilities have been
fixed and standards of performance agreed upon, the manager concerned will only
ask for information if there is a problem, it is time for a periodic review of
progarss or there is a significance deviation from plan, taget, or standard.
The priniciple of management by exception or reporting by exception implies that
there are physical and mental limitations to what a manager or administrator can read,
absorb and understand properly before taking actions; and enormous mountain of
information even if it is all relevant cannot be handled by an average manager.
Reports for management or executive action or decision must, therefore, be
clear and concise, and in many systems control, action works basically on the
exception priniciple which states that slight variations between actual result and the
plan may be considered acceptable while corrective action is only applied when
results exceed certain established tolerance or allowable level or standard. This is
especially true of practical information.
22 EEE 2018

For illustration, suppose a factory has six production sections and the
production manager uses efficiency ratios as tolerance limit in his scheme of
control. Also, assume that if the efficiency ration for any section is below 95% or
above 110% each week the manager wishes to investigate the reasons for the low
or high performance in order to decide whether control action is needed for the
week‘s operaiton of the department. The observed data appears as follows:

In this example, it is obvious that the manager will only be interested in the
poor performance of the sectioon 3. Time and efforts will be saved in preparing a
report for the manger if Reporting by Exception, RBE, or Management by
Exception, MBE, is applied.
Research has shown that for simple problems, the quickest and most accurate
results will be obtained by means of centralised, leader dominated channels of
communication. Conversely, for complex problems, the most acceptable results
are likely to come from decentralised communication channels where there is
greater encouragement to share views, facts, opinions and feelings (Radovic
Markovic ,Omolaja ,2009).

FORMAL COMMUNICATION CHANNELS

In the contemporary private and public organizations, the channels of

managemet information include the Newspaper, magazines, radio and television
announcements / broad-casting, company journals, employees hand- books, notice
boards telephone converstion, telex, telefax, telegram, intercoms, post office or
postal services, internet, report, pictures, graphics and cartons, personal contact,
libraries, and sending errand boys and messagers. Others include information
obtained simply by looking round, letter writing, internal memoranda, statutory
books, textbooks and the likes. All these are common in the modern day business
and non-business organizations as mean of communication.

INFORMAL CHANNEL OF COMMUNICATION

Informal communication structures have no set direction and they evolve from
employee‘s interpersonal and social interactions. It moves primarily through word
of mouth and one common form is the grapevine; an informal channel of person to
EEE 2018 23

person communication that is not officially sanctioned by the organisation.

Grapevein usually one of four structures as follows:
 Single Strand Chain: In the single strand chain, each person passes the
information on to one other person. The longer the chain, the more the
information is prone to distortion. The usual structure of the single strand
chain appears as follows in Figure 2.
 The Gossip Chain: In this case, informations is moved slowly because it
depends on one person telling everyone else (Figure 3).
 The Probability Chain: This is the type of information which has no definite
pattern of commu-nication. One person passes along information at random
and receiver in turn passes it randomly to others – so some people hear the
information and others do not (Figure 4).
 The Cluster Chain: This is the most predominat pattern, informaion is
passed along selectively. One employee passes information to co-workers,
who passes it along to other co-workers. In this grape-vine structure, people
relay information to those with whom they feel most conformtable (Figure
5).
When managers and employees don‘t receive what they consider to be full
information from formal channels, they seek it from informal sources. The more
the formal communication system withold relevant information from employees,
the more employee seek to develop informal communication networks which can
often work against the purposes of the formal organization. However, effort to get
rid of the grapevine often make it more powerful. Grapevine flourishes in climate
of high uncertainty, when information from formal channel is especially scarce.
Some organizations have to set up formal communication channel to difuse the
anxiety caused by grapevine rumour. Employees consder the grape-vine as a
highly credible source, so they cannot ignore information that flows through it.
Mangers can use it to unofficially propose new ideans and monitor emp-loyee
reaction to them. The response, however, gives clues to how the proposal could be
reversed for better acceptance.
Figure 2: A Single Strand Chain Figure 4.: The Probability Chain
24 EEE 2018

Figure 3: The Gossip Chain Figure 5: The Cluster Chain

COMMUNICATION FEEDBACK AND CONTRO

The encoder of an information can not know whether the message therein is
effective or not unless, he receives a feedback from the decoder. And it is only
when the decoder can ―digest‖ or understand the full meaning and implication of
the message that he produce a feedback to the encoder. Hence, the communication
model can be represented as follows in Fig 11. that follows. It is when the
information feedback is received through the feedback loop that control action can
be taken.

Figure 6:Communication Model

Management control, by the way, is a systematic effort by organizations
management to compare performance wiith predetermined standards, plans or
objectives. This help to determine whether actual performace is in line with these
standard and presumably in order to take remedial action to see that human and/or
corporate resources are being used most efficiently and effectively. To be succeful,
any organization, whether a factory, local authourity, puplic parastatal or whatever
must produce output in the form of goods and services or facilities that meet its
objective. A crucial difference, between organizational and mechanical control
system, is that in organizational systems, control is exercised by the use of
information
EEE 2018 25

In organizational control systems, the basic control information required

consists of (a) action by the control unit to alter performance in accordance with
the plan, (b) a standard specifying the expected performance, and (c) a measure of
actual perfomance. Without a proper communication network, these will be very
difficult to achieve.
The system of feedback loops described here allows us to know that control is
an integral part of the system and that feedback, based on output measurement,
must be fed back to make appropriate alterations to the output. This is a close loop
system. A typical close loop management example is a stock control system with a
planned level of stock. On the other hand, open loop systems occur where no
feedback loop exists and control is external to the system and not an integral part of
it. Control is effective when it induces behaviour, which is in accord with
achievement of the organizational objectives as specified in the plans.

MANAGING COMMUNICATION IN ORGANIZATIONS

Communication is the key mechanism for achieving integration and

coordination of the activities of specialized units at different levels in the
organization (Radovic Markovic, 2011). Managing communication in an
organization requires more than an understanding of the communi-cation process.
Managers must be effective communicators themselves, and they mst also
encourage employees to communication effectively. They can plan well and
control the working of their organizations. They have the skills to transfer their
policies, decisions, objectives and job instructions to the persons working with
them at all levels. So these skills are quite essential for businessmen to perform
their managerial functions .Such communiation organizations take the parttern of
Interpersonal communication, group communication and internal communication
(i.e. the exchange of messages among organizational members). Every organization
has a formal communication system in which the flow of information is dictated by
the offical organisational structure. Formal channels follow the organisation‘s
arrangement of the various levels, divisions, departments and job responsibilities.
In an organisation chart, the line of authority that links the chain of comand are the
formal channels managers and employees use to transmit offical information. Formal
comminications can take many forms including phone calls, memos, report, staff
meeting, department meetings, seminars, company‘s newsletter and official notices.
Effective vertical communication provides people on lower level with
information about plans, schedules, politics and procedures to help them
accomplish their work and it provides upper level management with feedback to
determine the responses to messages sent downward.
Downward communication is the flow of information from higherst to lowest
level in the organizational hierarchy. Managers use it to accomplish a variety of
key organizational functions and objectives as follows:
26 EEE 2018

 To clarify and build support for the organization mission,

 To instruct, direct, query or reward employees,
 To explain policies, rules, regulations and codes of practices,
 To provide feedback from management, and
 To share information about the organization‘s health and about key elements
in the external environments.
On the other hand upward communication is the flow of information from
lower to higher levels in the organization. Managers encourge upward commu-
nication to perform the following important functions:
 To gather valuable information,
 To give employees the opportunity to air grievances,
 To find out when employees are ready for information from management,
 To get feedback from the employees in the forms of reports, complaint,
suggestions, advice, e.t.c., and
 To get information about work problems

CONCLUSION

In conclusion, effectively communication can be a very useful tool when it

comes to confrontation. At the work place, confrontations do occur; that is no
surprise! However, effective communication can put many of these issues to bed if
used properly. In a stressful situation, an effective communicator will be able to
―defuse‖ the situation. This applies not only to aggressive confrontations but also
to conflicts of interest. One team member may want to follow option A while the
wants to follow option B.
The effective communicator will lay out the positives and negatives of both
options and gather everyone‘s opinions on the situation. This not only provides a
majority decision but also a calm resolution to a problem. The idea of whether
women are better communicators than men is circumstantial. Sure women tend to
engage in more and lengthier conversations than men, but this is dependent on
personality. There are far too many stereotypes that portray women as talkers and
even more persuasive than their male counterparts.
However, this is incredibly subjective. Environment and upbringing is the one
factor of whether or not someone, despite gender, can become a good
communicator. The argument based on the beliefs of society that deems women as
more conversational is simply not enough to support the idea that women make
better communicators than men.
There is a certain need for control when it comes to successfully
communicating. This control applies to managing of emotions, personal beliefs,
and even facial expressions. Emotions aren‘t always logical and when it comes to
business, sometimes emotions tend to get in the way. Emotions such as anger very
often can impede the process of a new business plan. Also, clashing of personal
EEE 2018 27

beliefs can often lead to arguments and very often personal home life business
should be kept out of the corporate world. Facial expressions tend to be
misinterpreted; a slight rolling of the eyes could ruin a potential relationship
between client and organizations.
Nonverbal communication can be potentially beneficial for an organization;
however, the meanings of the nonverbal messages need to be shared, otherwise
they risk being misinterpreted and result in miscommunication. For example, a
friendly smile can be used as a sense of encouragement or telling someone they did
a great job. However, nowadays it can be misread and seen as a potential sign of
flirting. Nonverbal messages often risk becoming misread, however in a company
where there are shared beliefs and ideals and little chance of misunderstanding it
could be incredibly beneficial.
Technology has come a long way, and as easy as it is for us to communicate
with people, it is just as hard to understand. For example, face to face
communication is not as common as it once was, therefore, emails and written
forms of communication have become more common. Internet services, in
conjunction with existing and more widely used communication media, will enable
the broadest enhancement of information and communication resources.
Although easily accessible, it eliminates the non verbal part of communicating
such as facial expressions, tone, pitch etc. Although these things seem minor, they
are vital to communicating as they relay sincerity, sarcasm, and other qualities of
communication. Without this nonverbal form of communication, people are quick
to assume and may not always be assuming correctly.
In this context, the ability to communicate effectively is an essential quality of
a businessman. Through successful correspondence, he leads his business to
success. Namely, success of any business lies in effective communication and
because of that we can conclude our consideration with a statement, ―Take care of
communication and success shall take care of itself.‖

REFERENCES

Bandura, A. (1986). Social Cognitive Theory. Hillsdale, NJ: Lawrence Erlbaum

Associates.
Cooren, J. R. Taylor, & E. J. Van Emery (Eds.),Communication as organizing (pp.
1–18). Mahwah, NJ: Lawrence Erlbaum.
Gerbner, G. (1985). "Field Definitions: Communication Theory." In 1984–85 U.S.
Directory of Graduate Programs
International Development Research Centre,(1996) ,available in the internet
http://www.fao.org/docrep/w6840e/w6840e02.htm
Markaki,E., Sakas,D., Chadjipantelis,T.(2013), Communication Management In
Business.The Latent Power For Career Development, Procedia - Social and
Behavioral Sciences 73 ( 2013 ) 319 – 326
 28 EEE 2018

Prochaska, J., Redding, C. A., Harlow, L. L., Rossi, J. S., Velcier, W. F. (1994).
"The Transtheoretical Model of Change and HIV Prevention: A Review."
Health Education Quarterly 21 (4):471–486.
Radovic Markovic,M.(2011).Organisation Behaviour and Culture:Globalization
and the changing environmemt of organizations,VDM Verllag Dr Muller,p.348.
Radovic Markovic ,M. and Omolaja M ,(2009) ,‖INFORMATION
MANAGEMENT- CONCEPTS, ANALYSIS AND APPLICATIONS,
Himalaya Publishing ,Delji ,India
Skinner T ,Michael P.(2008).‖ USING MEDIA INTELLIGENCE TOOLS TO
DRIVE COMMUNICATIONS SUCCESS-The benefits of engaging traditional
media and social media,CNW Group
http://smr.newswire.ca/media/pdfs/whitepaper.pdf

View publication stats