What is organizational communication
In this article we will provide you the Types of organizational communication its role and necessity.
Organizational communication , also called business or corporate communication, helps configure processes within companies and optimize and direct the organizations’ messages with their audiences.
In any organization, teams depend on clear messages and targeted communication to meet set objectives.
With organizational communication strategies you can make the company gain efficiency and quality results . In fact, companies with very efficient internal communication have 47% more profitability .
Organizational communication has a social character, because it links people with different roles inside and outside the company. At the same time, the technical aspect of organizational communication manages the flow of information within the organization, as well as between it and its environment.
The Manual for the Management of Organizational Communication defines organizational communication as “ a series of instruments and tools at the service of the objectives of corporations and institutions and that, little by little, are established as internal factors of strategic value .”
Communication is a process in which senders and receivers exchange messages, using a medium to transmit information in a shared code . Additionally, the work environment is also involved in organizational communication , which must facilitate the information flow processes between teams.
Within organizations, as well as between them and their environment, the transmission of ideas and messages is increasingly efficient, due to technological advances in recent decades .
A variety of business software supports corporate communication processes and has represented a significant advance in business operations.
Organizational communication evolves when it incorporates innovative digital resources. For example, the dissemination of podcasts dedicated to deepening business issues, which facilitate access for all actors in society to the codes of corporate language.
Why must communication be clear?
Internal communication starts between leaders and employees, while external communication involves suppliers, partners and customers.
In addition, communication is present in interactions ranging from interviews to social networks. Thus, it permeates all the situations that guide the daily lives of the people involved in the organization.
Therefore, the key to business is knowing how to communicate: saying the right things in a simple way so that everyone understands.
Being wordy, that is, paying attention to detail in each sentence, does not always hold the attention of the listener, even if you believe that the more detailed the information, the better the absorption. This goes for internal communications with employees as well.
Our brain wants to guess things quickly to understand the whole. It’s like navigating through a text looking for the most relevant parts ー titles and subtitles ー and ignoring the rest.
Know the types of organizational communication
There are three types of organizational communication: internal, marketing and institutional communication. Let’s talk a little about each one below.
1-Internal communication
Internal communication is the area whose objective is to work the entire flow of administrative information and promote good interaction between employees, so that the organizational climate is pleasant and friendly .
2-marketing communication
Marketing communication is developed by the marketing area to build a brand or sell the company’s products.
Thus, this type of communication aims to position the company in the market. It is she who creates the link between consumers and potential customers.
3-Institutional communication
The company’s institutional communication is normally developed by the press office, institutional advertisements or any vehicle that positions the company positively before society.
What is the role of communication at the present time?
Now that most employees are working from home , imagine if information were transmitted through inaccurate or misleading messages. At the very least, this situation will lead to confusion, rework and, perhaps, a major problem to be solved.
Failures in organizational communication generate misalignments, delays due to lack of clarity in the activity and, in the end, demotivate employees.
The role of organizational communication is to involve the internal and external public to plan and pursue the goal together.
For this, it is essential to keep everyone aligned with internal events, strategy, mission, vision and values, short and medium term strategy, action plan and much more.
As part of internal communication, the intranet is one of several tools that assist in business communication . It has the power to build a new culture within a company, engaging departments that previously barely interacted.
The new culture implemented by the use of the intranet is based on the exchange of information and collaboration.
Communication in a company governs a cycle that integrates all organizational areas so that they all seek the same goals. What is done internally will reflect on the external public and will also influence the company’s image in the market.
How to apply clear communication in your business?
Internal communication must work on the values that generate identification with employees and that are precisely the motivation for work. Communication must convey to the employee how much he is an important part of the business.
It is important to use communication tools that, in addition to storing information , have sharing resources, organize posted and communicated content and are safe from a technological point of view.
The intranet comprises this range of internal communication tools that a company needs to support its strategic planning.
Through corporate social networks , it is also possible to engage the external public, sharing their values and jointly seeking to deliver the best product or service that meets everyone’s expectations.
Communication must be looked at as a whole. It is essential that the desire that external customers seek is close to the will of the internal public.
As it reaches different levels and different people, with different personalities and beliefs, communication must work adapting to different audiences, to increase the efficiency of the message and the desired results.
8 tips for clear and efficient communication
- Analyze the message as if you received it, and evaluate how consistent and assertive it is for the recipient;
- establish a connection between people, passing trust and cultivating the spirit of cooperation among employees;
- consider the perception of others, helping the receiver to perceive our message, understanding what are the motivations linked to the receiver;
- select the appropriate words, conveying the message clearly and politely. As important as the message is the way it is delivered, as the employee will replicate it in his own way to his client;
- know how to deal with differences, including temperament. Being able to analyze the contrasts and guide the message in the right way will be the great differential of communication;
- guide accurately, especially if you are in a leadership position , and know how to correct if necessary. If the feedback is corrective, focus on the behavior rather than the person;
- segment the communication to different receivers, always considering the behavioral profile of the employees to create synergy;
- practice feedback , whether improvement or positive, and track the results. If expectations are not met, call attention individually and privately and offer solutions for improvement.
Every misunderstanding starts with a failure or lack of communication and is usually resolved by communicating.
In the business world, failure or lack of communication generates problems such as demotivation, customer dissatisfaction and even other problems, such as high turnover , inconsistency in teams and in the development of internal strategies.
It is communication that promotes this integration for the sake of objectives, but it is only successful when the person receiving the message interprets it and understands the message.
It is efficient communication that builds bridges, including in the corporate world.
