Chapter 6

Communicationin

Organization

Chapter 6

An organization has internal as well as external communication.

Messages within the organization are the internal communication whereas the messages exchanged with those outside the organization is external

communication

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Internal communicationInternal communication

It may be written or oral and should be organized into a well-ordered network. The purpose of internal

communication is mainly to exchange information and to motivate staff

Media of Internal CommunicationMedia of Internal Communication

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•Notice board and bulletin board: a notice board must be attractively laid out and up-to-date and should be placed at a location where it can be seen by the persons for whom it is meant.

•Public address system: It is to make important and urgent announcements to the entire staff at once.

Media of Internal CommunicationMedia of Internal Communication

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Intercom: It is between departments or persons located at a distance from each other and the messages are exchanged quickly.

E-mail: It is the most efficient where there is LAN or WAN electronic media.

Meetings: A regular schedule of meeting ensures that issues are discussed. It should be planned and conducted efficiently.

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The publications that give employees information about the company, its

history, its activities and its policies and build up a sense of identification with the

company are as follows: House journal , Bulletin , Newsletter

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House journal: It’s a periodical magazine having own format and style for its house

journal is meant for distribution to its members. It encourages participation in

company’s activities

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Bulletin: It’s a short publication for the purpose of announcing important or

special official information. They are a method of keeping up the morale of the

employees by giving them timely information and can create a sense of

unity and loyalty among the employees.

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Newsletter: It is written report containing special or important items of

news with analysis, comments and forecasts usually issued periodically to present information to the members

External communicationExternal communication

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An organization projects an image of itself upon the public, through its

communication and its conduct. The good administration and efficient management can build up a good

credit standing.

External communicationExternal communication

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The more people know about the organization, its policies with regard to employees and customer serviced the better the public response to its

advertisement and recruitment notices.

External communicationExternal communication

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Monitoring and setting up communications and

relationships with segments of the public through various media

build a positive image of the organization.

External communicationExternal communication

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The more people know about the organization, its policies with regard to employees and customer

serviced the better the public response to its advertisement and recruitment notices. Monitoring and setting up communications and relationships

with segments of the public through various media build a positive image of the organization.

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The segment of the World outside with which the

organization is concerned are as follows: Customers, Financiers,

Educational institutions,Voluntary Organization and

General Public

The Public

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A Company’s Public

The

Company

The mediaStockholders Investors Lenders Banks

Customers Clients

Professional Services(auditors, legal, finance, advertising etc.)

Suppliers, VendorsLegislators Government Agencies RegulatorsThe Courts

Foreign Government Offices

Distributors, Wholesalers, Franchisees, Retailers Agents

UnionsSubsidiariesEducational

Institutions

Voluntary Organizations Charities foundations

The General Public Potential customers potential Employees Potential Investors

Trade Associations Competitors Other Business and Industries

Employment Agencies

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The Customers•Customers form a close and manageable public

•Organization has constant contact with them

•The relationship is of buyers or the users of the service provided.

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The Customers

A good data base of customers helps the

organization to manage the communication easily

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The FinanciersThey want to know about the profit;

estimates the future earnings, the potential market growth etc.

through annual and other reports, letters and the invitations to

functions and celebrations of the organization

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The Financiers

The Banks, Creditors, Shareholders, Stockbrokers, Pension fund administrator,

Donors and Sponsors are the financiers

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InstitutionsThe Companies sponsor activities, training, course or special projects and give donations for prizes and

scholarships or special departments to educational & Welfare Institutes,

hospitals and orphanage

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Voluntary Organization

They have various interests and watch all aspects of a Company’s activities. Their activities spearhead legislation.

The two way communication with them enables the company to maintain a good

relationship with them.

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Voluntary Organization

Environmentalists, Consumer protection groups, women’s

rights group etc. are the Voluntary Organization

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General Public

It is large, spread and the least definable which is influenced by the company’s advertisement, reports

and the efforts it makes to be visible to the people.

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Entire Society

Is

the General Public

The aim of communication is the transference and

understanding of information between two or more people

The aim of communication is the transference and

understanding of information between two or more people

Chapter 6

CommunicationCommunication

An organization’s communication comprises every message that it

puts out in the media and includes its actions and activities which

form non-verbal communication

An organization’s communication comprises every message that it

puts out in the media and includes its actions and activities which

form non-verbal communication

Chapter 6

CommunicationCommunication

The messages in organization are conveyed through Letters, Reports,

Press handouts or Press Release, Advertising, Open house, Visits,

Exhibitions, Fairs and shows, Sponsorships, Conferences and

Seminars

The messages in organization are conveyed through Letters, Reports,

Press handouts or Press Release, Advertising, Open house, Visits,

Exhibitions, Fairs and shows, Sponsorships, Conferences and

SeminarsChapter 6

CommunicationCommunication

It is to generate goodwill by giving prompt and courteous response to requests, help and

complaints

It is to generate goodwill by giving prompt and courteous response to requests, help and

complaints

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LetterLetter

It provides reports regarding accounts, audits, directors, functions, gatherings etc

It provides reports regarding accounts, audits, directors, functions, gatherings etc

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ReportsReports

It is a press release purely gives factual information, telling what happened where and

when an who were the persons concerned or involved in the

event

It is a press release purely gives factual information, telling what happened where and

when an who were the persons concerned or involved in the

eventChapter 6

Press ReleasePress Release

It is to bring awareness of the product among the

people

It is to bring awareness of the product among the

people

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AdvertisingAdvertising

It is an opportunity for the people to get personally

acquainted with the organization

It is an opportunity for the people to get personally

acquainted with the organization

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Open HouseOpen House

It keep the public informed and helps in maintaining

good relation

It keep the public informed and helps in maintaining

good relation

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VisitsVisits

Excellent opportunity to display products and providing

information

Excellent opportunity to display products and providing

information

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ExhibitionExhibition

It provides opportunity for interaction as well as to bring forth its product and activities

before the public

It provides opportunity for interaction as well as to bring forth its product and activities

before the public

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Fair and ShowsFair and Shows

It is used for advertising and to appear as friendly and

socially responsible before the public

It is used for advertising and to appear as friendly and

socially responsible before the public

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SponsorshipSponsorship

To reach out to its various public, the company uses all the media of mass communication like Press, Radio,

Television, Exhibitions, Films, Literature, Books, Direct Mail, Word-

of- mouth and internet

To reach out to its various public, the company uses all the media of mass communication like Press, Radio,

Television, Exhibitions, Films, Literature, Books, Direct Mail, Word-

of- mouth and internet Chapter 6

Media of External communicationMedia of External communication