CHAPTER

Communication
organizational
Case: Industrial Cranes and Specialized Transportation of Bajío

Author: Nidia Isela Ramírez Manjarrez I

“He who knows how to think, but does not know how to express what he thinks, is
on the same level as he who does not know how to think.” - Pericles

INTRODUCTION
Man by nature is a social being, hence communication Highly effective companies maintain efficient
is a fundamental part of his essence; This allows us to communication, giving way to the achievement of
socialize with others whether through signs, organizational objectives. According to Romero (2016),
movements or signs; No one can survive in a group identifying the type of message, the selection of the
without some form of communication. medium and the direction that the communication will
take are criteria that ensure good performance. , which
For organizations, communicating is an extremely represents a competitive advantage for the company;
important daily activity; they obtain information about In this same sense, adequate management of
trends and innovations in the market, operations, organizational communication is the key to planning,
strategic management and negotiation; Knowing this organizing and directing not only human resources, but
data allows them to ensure permanence in the all company operations.
business world where globalization is the constant.

Therefore, it becomes a challenge for the company to

improve good practices in terms of communication,
which implies breaking the deeply rooted ways of all
collaborators; This will require the support of senior
management in the management of channels and
strategies that improve organizational communication.

I Doctor in Human Development from the University of Celaya [UDEC]. She is currently a Full-Time Professor of the
Bachelor's Degree in Business Administration and Management [...].

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 people who make it up. Salazar (2018) states that
Theoretical framework organizational communication influences productivity,
given that there is a positive relationship between
Importance of organizational information and production, in such a way that, if the
communication organization has an optimal information system, it will
contribute to decision-making based on reliable
Although communication is a work tool that allows information. for those involved. It's not just about talking
employees to understand their role in the organization, for the sake of talking, but about having an effect on
it also marks the corporate identity and establishes others.
harmonious relationships with internal and external
clients; Hence, communication constitutes a key factor Communication process
in strategic management activities.
Communication is not linear, it follows a process.
Organizational communication is defined as “a Konttinen (2018) describes it as a cycle where
discipline used to strengthen those dynamics used by a meanings are shared through the transmission of
company to transmit its messages in a clear, concise messages, through different media.
and assertive manner” (García, 2018, p.2), this
In the communication process Robbins and Judge
communication does not occur in a single sense. , but
(2009) establish that the following elements intervene;
involves all staff, flows in both an ascending and
An sender is the one who initiates the message and
descending direction.
encodes it; The message is the interest of the
According to Rojas (2016), organizational communication, it can be written, with gestures, body
communication is defined as the set of techniques and movement or with words; It passes through a channel,
activities that are carried out to make the exchange of it is the medium that the sender chooses to transmit it,
messages efficient between internal collaborators and it can be formal or informal; The receiver is the subject
actors external to the organization, in order to meet the who receives the message, he must translate it in such
goals and objectives. organizational. For Montoya a way that he understands it; noise are barriers in
(2018) it is a set of actions, procedures and tasks that communication, which tend to distort the message;
individuals and groups carry out to transmit or receive Finally, feedback is the verification of the reception of
information through various media, with the purpose of the message according to what the sender intended at
making decisions and evaluating alternatives. We the beginning.
affirm that organizational communication is a process in
It seems that communication is linear, however, this is
which both internal and external actors involved in the
not the case, because when a message is issued there
organization's processes have accurate information,
is noise in the communication. According to Franklin
common knowledge for all, and flows in the appropriate
and Krieger (2011), the message can be distorted with
direction to achieve organizational objectives.
the presence of “psychological, cultural, of training and
Regarding the difference between information and even in the face of differences in the level of knowledge
communication, Muñoz and Valencia (2017) state that between the sender and the receiver” (p.232); This is
information is unidirectional, it is made up of grouped the case when we talk on the phone and even in face-
data with a coded key where only the people who know to-face communication, an exchange of questions,
it understand it, the information is not always important, statements, comments, differences is established, and
it is often The person who has the knowledge who the communication process continues as long as there
evaluates how essential the content may be, in this way is participation of those involved.
it becomes knowledge when it is added to other
Communication has four main functions, as established
information that the person understands and that is
by Orjuela (2016), these are: 1) Inform, this is
useful for making decisions. In the case of
communicating what is unknown; 2) Persuade,
communication, it is bidirectional, the sender waits for a
convince another person with reasons and arguments
response from the receiver and vice versa.
to act; 3) Control, refers to directing information
One of the functions of any organization is the following hierarchies; 4) Express, consider
fulfillment of goals and objectives, which are only communicating emotions and needs. Fernández (2012)
achieved through the joint and coordinated work of the comments that the functions of organizational
communication are to make known organizational management of power, using internal communication
goals, organize activities, solve problems, share as a tool to manipulate.
diverse information and resolve conflicts; It is worth
Another communication problem that organizations
highlighting the importance of not losing sight of the
face according to Gillis (2017), are the different
fact that, when constructing a message, it is necessary
generations that coexist in the workplace, where
to identify the function that it is going to fulfill, in order to
millennials prefer to use a different communication
align the content with the use that will be given to it.
channel compared to those of generation a use and
Technological changes have caused the way of reception of information in very different ways.
communicating in organizations to undergo a
transformation, both in the media and in the forms, To deal with internal communication problems, a
such is the case of the Internet, it allows a huge solution proposed by Timoteo (2013) is to take care of
amount of updated information, from different places the organizational culture, given that it determines the
and in a very short time. ; Another change is the behavior pattern of employees and represents the
tendency to depersonalize communication, with the frame of reference from which activities are based; To
pretext of optimizing time, preferring to use social make communication efficient it is necessary
networks or electronic media, over face-to-face
communication; resulting in the need for human capital
to acquire new skills to communicate.
Understanding how the communication process is
carried out and its functions allows establishing an
information design in such a way that it follows this
process optimally, meets the objectives for which it was
created and follows the chain of authority in the flow of
information. organizational communication.

Problems caused by poor

organizational communication
In organizations, it is common for misunderstandings
and conflicts to occur as a result of a deficiency or lack
of communication. It can also happen that information
overload reduces the quality of dialogue in work teams.

Some of the problems raised by the absence of

organizational communication, which Valda (2017)
mentions, is the existence of doubt about the honesty
and ethics of doing business in the company. This
situation results in the generation of different versions
of events and that no one clarifies it. Another problem
is the non-compliance with what was promised, that is,
the lack of congruence in the actions of the bosses,
between what is said and done; in addition to the
excessive use of doublespeak. One more is when
senior management keeps information, with the
argument that the less the employee knows the better,
in the end they only have to do what is asked of them.
It may also occur that the information does not arrive in
a timely manner, causing distrust in the handling of the
information. One problem is the leader's belief that his
duty is to inform rather than communicate and that just
the simple act of speaking is enough. One more is the
idea that information is power, resulting in poor
improve organizational culture, these elements go hand Informal: these are the rumors and talks that occur in
in hand. different spaces of the organization and that are not
issued by a corporate authority. When a message is to
Characteristics of effective be transmitted, special attention will be paid to the
organizational communication communication channel that will be used.

Another characteristic of effectiveness in

Effective organizational communication will occur
communication is the selection of the medium through
according to García (2017), when those involved know
which the message will be transmitted. Newstrom
the communication codes (symbols and signs) that
(2011) establishes that these can be written, these
each culture uses, these codes allow the message to
allow keeping a record and verification of the message
be transmitted from person to person; On the other
that is going to be communicated; As examples we
hand, it is important to remember that communication is
have communications, manuals, institutional
not only carried out verbally, it is also presented non-
publications, notices, among others. Oral, are the
verbally, such as gestures, behaviors, looks and even
messages that the corporate authority transmits by
silence also communicates. Knowing customs, ways of
word of mouth; Examples are giving a message at a
thinking and organizational values contribute to
work meeting, phone calls, personal face-to-face
effective communication in the company.
conversations. Technological, it is a mixture of oral and
Segredo, García, López, León and Perdomo (2016) written means; They are emails, chat, social networks,
point out that organizational communication will be fluid video calls, the company intranet. Therefore, to achieve
when it occurs in both directions, that is, from top to effectiveness of the message to be transmitted it will
bottom and from bottom to top; In addition to taking depend not only on a correct choice of the medium to
care of the meaning of communication and choosing be used, but also the direction of the message
the appropriate channel, directors and managers must (ascending, descending, lateral) and the function that is
lower the information to the lowest positions in the to be achieved with the communication that will be
organizational structure. Likewise, once the message is established. .
received, provide feedback on what is understood. .
As proposed by Segredo et al. (2016), to decide
One aspect to consider for the effectiveness of the whether to communicate verbally or in writing, the
message is the direction of communication. Robbins following question must be asked: Are facts or feelings
and Judge (2009) mention three directions. 1) going to be transmitted? Verbal communication is more
Downward communication, arises from a high effective in transmitting feelings, written
hierarchical level to a lower level; It is generally used to communications better support the transmission of
“assign goals, give work instructions, inform employees facts.
of policies and procedures” (p. 354). 2) Communication
Companies need to maintain contact with both their
upwards, goes in a sense from the lower to the higher
internal and external customers, they use two types of
level in the organizational structure. It is used to
communication: internal and external, Manrique (2015)
provide feedback to superiors, report on the progress
points out that internal communication is what is
or status of meeting goals, or report on current
established within the organization, it involves all
problems. One of the objectives of this communication
collaborators. regardless
is to keep senior and middle management informed. 3)
Horizontal or lateral communication is that which takes
place between members of a group of the same
hierarchical level; This communication is necessary
because it saves time and facilitates coordination.

Some organizational communication channels are

those mentioned by the ESAN University (2015) so that
there are two types, 1) Formal: they are used to
publicize official information and are generated through
the recognized authority in the organization, such as
They are: emails, letters, notice boards, circulars,
reports, notices at work meetings, among others. 2)

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of the hierarchical position they occupy. External favorable work environment, maintains the sense of
communication is that which is maintained permanently belonging and, consequently, becomes competitive.
with clients outside the organization; The means of
communication they generally use are digital media, Effective organizational communication will occur when
such as social networks, billboards, screens, among it is possible to ensure that the message sent
others. generates an effect, this may be a change in the
behavior, attitude or ideas of the person receiving the
Promoting internal communication in a systematic way message. It is important to select the medium and the
benefits the organization, according to Zaragoza (2016) communication channel, depending on the type of
it strengthens the relationship between the company message that is going to be transmitted; Likewise, it is
and its collaborators, because it keeps them updated essential to ensure that information flows in both
about the direction and achievements of the directions; this action will contribute to the achievement
organization, therefore, the company becomes of organizational results and the work environment.
competitive. and efficient; As for external Finally, the direction of communication reduces
communication, this aims to publicize innovations and conflicts in the flow of information, since it avoids
maintain the organizational image. overlooking information at the different hierarchical
levels in the organizational structure or carrying out
It is relevant that senior management points out to actions without their consent.
middle managers the importance of their participation in
the communication process and in the careful selection
of the communication direction, as Jiménez (2017) CASE
comments, the role of middle managers is a
transcendental factor. in the quality of internal Background
communication, since employees expect clear
information from them that allows them to know what The Mexican company Grúas Industriales y Transporte
their role is in the organization, what results are Especializado del Bajío is dedicated to the sale and
expected of them, what goals to achieve, as well as rental of cranes and transportation. The types of cranes
making them aware of the institutional philosophy on they offer are telescopic hydraulic, all-terrain cranes
which organizational activities are aligned. mounted on a truck; The specialized transport offered:
trucks and tractors with articulated hydraulic crane with
Although each person uses a way of communicating the capacity to lift 3, 5, 10 and 15 tons, also offers
that they have created and defined over time, Escobar transport with Low Boy with air suspension, Dollys with
(2017) establishes three communication styles: 1) extra long 30 cm bed. high and flat, extra long and
Passive communication, practiced by people with a extra low platforms.
docile and calm character, is effective or erroneous
depending on to the situation and moment. 2) The company was founded in 1991, by Eng. Rafael
Aggressive communication, practiced by people with an Ugalde Ramírez, in the city of Celaya in the State of
impulsive and explosive character, where they often Guanajuato; At the beginning it only had two
lose control of themselves, their communication employees, a hydraulic crane and a Low Boy, with hard
becomes hurtful or yelling. 3) Assertive communication, work and the firm conviction of constant innovation and
any personality can apply it, it is characterized by market expansion, after 28 years of experience in the
knowing how to speak when it should be done and to market it has managed to position itself in the central
remain silent, it uses the appropriate words and tone, and west of the country. It currently employs 80
maintaining the respect of the interlocutor at all times. workers including technicians, drivers, sales agents
Whatever the position held in the company, the and administrative staff.
communication style used will impact the effectiveness
In the company's organizational structure, 80% of
of the message, the achievement of goals and even the
management positions are occupied by family
organizational climate.
members; The position of General Director is in charge
of the founder, he is the one who makes the decisions
Conclusion and the reins of the company; two of the founder's
sons, who have been involved in the business since
We can conclude that the company that maintains
they were students, hold the following positions, the
constant communication with its collaborators creates a
first, who is the eldest son Mauricio Ugalde Zamora
studied Industrial Mechanical Engineering and holds customers; The results report that the Director of
the position of Director of Operations; the second, Administration and Sales received regarding the
Alberto Ugalde Zamora, studied a Bachelor's degree in demand for the service was positive, so he made the
Business Administration and completed a master's decision to continue with the strategy the following
degree in tax, holds the position of Director of month.
Administration and Sales; The position of Personnel
Director is in charge of Lic. Andrea Tovar Solís, she is On October 30, 2019, the CEO sent an email to
not a member of the family, she has been working for managers and supervisors, which stated:
the company for seven years; Supervisory and operator
Hello, everyone:
positions are occupied by personnel from outside the
family. I inform you that Eng. Enrique Ruíz Mora, sales
executive of this company, as of today he stops
Problem Statement working for our company. His dismissal is due to
the fact that he has repeatedly contradicted me by
The main problem facing the company is the constant
not following my instructions to carry out his tasks
friction derived from the generational clash in addition
as done. in the company for 28 years; Clients know
to a disarticulation of the shared vision on the direction
that we provide quality service, in a timely manner,
that business expansion should take.
that has been the basis for the success of this
In the last half of 2018, the Director of Administration business, not testing other ways of working.
and Sales has insistently proposed expanding the
I take this opportunity to warn others that I will not
coverage of the business nationwide, in addition to
tolerate any person, whoever it may be, who
offering complementary services, such as: sale and
decides to contradict me or propose changes, even
rental of tools, rental of pilot cars and the service of
if they seem good, without first consulting with me. I
maneuvers with trained personnel; The way in which
remind them that I am still the authority in this
the expansion project has been made known is
business.
generally at the end of each results meeting, it is done
as a message giving the information verbally, the Likewise, regardless of this situation, they should
arguments it raises are that clients have requested this rest assured because with their work and loyalty
service continuously, He has also mentioned that the they will continue to have a place in this company.
current financial situation of the business allows for a
positive degree of debt, given that it will not be If anyone needs any clarification, please contact me
decapitalized in order to finance the project. personally only.
I wish you a productive day.
Although the expansion project seems like an
opportunity for the business, it has not managed to Sincerely
convince the General Director. On the contrary, a
climate of tension has been created; constant Eng. Rafael Ugalde Ramírez
discussions frequently arise given the generational Managing Director
ideas that clash with the traditional vision. of the
The ING. Enrique Ruíz Mora found out about his
founder. It should be noted that the other members of
dismissal through the email he received, the action that
senior management support the expansion.
the General Director considered as a disregard for his
During the month of June 2018, the Director of authority was not such, since he had only followed the
Administration and Sales read in the Sol de Bajío instructions of his immediate boss.
Newspaper the news about the installation of the
Although the Director General's idea of copying the
Toyota company in the industrial corridor, precisely on
message to all senior and middle management
which the company is located; This is the reason why it
personnel, to prevent informality in communication and
was considered appropriate to explore the market's
avoid giving rise to rumors, is correct; Likewise, it
interest in the maneuvering service with specialized
establishes a sense of top-down communication and
personnel. For the month of September 2018, he
clearly shows the function of expressing the emotion of
requested Eng. Enrique Ruíz Mora sales supervisor,
nonconformity; However, it leaves aside the
who instructed salespeople to offer this service to
appropriate selection of the means of communication
given that the message transmits feelings and not
facts, in the same way an aggressive communication
style is observed, it is possible that this action has an
impact on the organizational climate of the company.

Review and Discussion Questions

1. Point out the main organizational communication
problems that this company has.

2. Discuss what are the communication functions of

the Director General's message?

3. In your opinion, what would be the appropriate

means of communication for the Director General to
make his message known?

4. Argues whether the use of technology in the way

the General Director used it is correct to maintain
effective organizational communication.

5. From your point of view, could the direction of

communication that followed the Director General's
message have been different?

6. From your perspective, do you identify double

messages in the communication from the General
Director?

7. In your opinion, is the communication channel

used by the Director of Administration and Sales formal
or informal?

8. If you were the Director of Administration and

Sales, how would you use organizational
communication to make it effective and convince the
General Director to carry out the expansion project?