TOPIC 9:
Management of communication
in organizations
Objectives
Each student will be able to:
• Define “communication”
– Identify main functions
– Describe main models, types and characteristics
• Identify the most relevant characteristics of
communication in organizations and communication
management
• This topic is focused on communication within
organizations (not towards the external environment)
Index
1. Definition and functions
2. Relevant models
3. Types of communication and
characteristics
4. Communication in organizations
5. Communication skills
Definition and functions
The term communication comes from the Latin
“comunicare”, meaning to share in common,
associate, exchange ideas, converse.
Communication is the process by which a
communicator (sender) encodes and sends a
message to a receiver, who decodes and responds
to it, verbally or through action.
Definition and functions
Fundamental elements:
SOURCE (sender or communicator) that sends a...
• person or group of people
MESSAGE to a...
• communication that presents a series of arguments for or against a particular object, topic or person
RECEIVER or audience, through a…
• person or group of people
CHANNEL or medium, in a given…
• means by which a message is transmitted (e.g., mobile phone)
CONTEXT, with the…
INTENTION to inform the receiver/audience or persuade them to assume the proposals
defined in the message.
Definition and functions
Communication is the vehicle of social interaction
through which representations or ways of understanding the
world are exchanged among people.
Participants are active and intentional agents who try to
share, influence or modify these representations of reality of
their interlocutors by using verbal and non-verbal
behaviors.
Definition and functions
Communication in organizations is a fundamental part of
their management processes and strategy, whether it is
aimed at implementing safety measures, informing the staff
about new procedures or listening to employees.
The communication strategy must guarantee that:
– The messages that are communicated are coherent and
consistent with each other
– The messages from the managers are consistent with the
mission, vision and objectives of the organization
– A corporate brand is established
Definition and functions
• The likelihood of elaborating (processing) the arguments of a
message depends on the motivation and the ability of the
receiver to process a given message at that moment
No cognitive Complete
elaboration elaboration
Peripheral route Central route
Do not think Think
Heuristics
• Peripheral cues characteristics of the source (who the
sender is or how the sender is) or number of arguments of the
message (vs. quality)
Definition and functions
Factors that affect the motivation to elaborate the message:
• Need for cognition of the receptor personality traits
• Perceived personal relevance of the message is it important to me?
• Responsibility in evaluating the message the greater the
responsibility, the greater the motivation to elaborate
• Presentation of the arguments questions instead of statements
more thought
• Perceived integrity of the source greater elaboration when the source
is dishonest or unreliable
• Number of sources when several independent sources transmit the
same message, the likelihood of elaborating it increases
• Inclusion of some unexpected aspect in the message
Definition and functions
Factors that affect the ability to elaborate the message:
• Previous knowledge on the subject greater ability to analyze relevant
aspects of the message
• Distraction decreases ability
• Message repetition increases ability to analyze carefully
Definition and functions
Communication functions
• Information exchange
• Coordination and control
• Interpersonal negotiation
• Identity development
Relevant models
Cybernetic Models and Information Theory
Laswell (1927, 1948)
Who Says what To whom With what
effects
On what channel?
Relevant models
Cybernetic Models and Information Theory
Information Theory (Shannon & Weaver, 1949)
Medium or channel
Message
Sender Receiver
Idea development Reception
Coding Noise Decoding
Transmission Reaction
Coding
Transmission
Message: feedback
Medium or channel
Relevant models
Interactional and relational approaches
Communication theory
(Palo Alto School)
• Communication model for human sciences
• Criticism of the telegraph metaphor (mathematical theory´s
linear model)
• Orchestra metaphor (communication is guided by norms of
interaction which govern all of the aspects involved)
communication as a social process of sharing and
participating
• Communication implies building a meaning in the
interaction (words, gestures, space, etc.)
Types of communication and characteristics
1.- Non-verbal communication vs. verbal communication
2.- Formal vs. informal communication in the organization
3.- Communication to employees, between employees or
employees to management
Types of communication and characteristics
Non-verbal communication
• Set of non-linguistic behaviors such as gestures, postures or
movements... subtle aspects of language that appear in interactive
processes. They are interpreted by the receiver
• Non-verbal communication involves a signal system or socially shared
code
Types of communication and characteristics
NON-VERBAL COMMUNICATION FUNCTIONS:
• Provide information clarify or support the verbal message,
emblems
• Regulate the interaction regulate the course and rhythm of
the interaction
• Social control help self-regulate our feelings and responses
• Present identities and images
• Management of affect allow inferring feelings or emotions
• Facilitate services, tasks and goals
Types of communication and characteristics
Typology according to its elements:
KINESICS (movements)
– Aspects related to posture, gestures, facial expression or
gaze/looking.
PARALANGUAGE (use of voice)
– Non-linguistic aspects of speech, such as volume, intonation,
rhythm, speed, pauses, emphasis and hesitation.
PROXEMICS (use of space)
– Aspects such as distance, demarcation of the territory, structuring of
the physical environment or limits.
Types of communication and characteristics
Verbal communication
Morris (1946) defines language as:
• A plurality of arbitrary and conventional signs.
• These signs have a common meaning for a group.
• With significance irrespective of the situation in which they are used.
• They are produced and received by their users.
• They are articulated by combination rules that constitute a system.
Communication in organizations
Effective communication
When the message transmitted by the sender coincides
with the one received by the receiver
Nevertheless…
– People often differ in their interpretations
– We do not pay attention to the entire message
Communication skills can be learned
Communication in organizations
Effective communication
Effective communication contributes to the success of the
organization:
– Communication influences the satisfaction, trust, commitment
and involvement of employees
– It is related to the organizational culture and the behaviors,
attitudes and values that are rewarded
– It improves processes and reduces misunderstandings
– It is bidirectional from the organization to the employees, but
also aimed at listening to the employees (employee voice)
Communication in organizations
Communication is not only a simple vehicle for information
transfer.
The communication system links the constituent parts of an
organization and allows the creation, distribution,
interpretation and execution of instructions, as well as
responses and reactions to different events.
– Internal communication (between two departments, staff)
– External communication (reputation, social networks, etc.)
Communication in organizations
1) Communication is the vehicle to give, receive or exchange
information about events or activities that affect employees at
work.
2) Communication allows expressing feelings and emotions
to others.
3) Through communication, we can influence the opinions,
attitudes and behaviors of those around us inside and
outside the organization.
4) Communication can reinforce the formal structure of the
organization using the formal channels available.
Communication in organizations
Communication is the basis for organizations to make
decisions, motivate staff, work in groups and, ultimately,
all other processes of human behavior that occur in the
organizational context.
There are different media: face-to-face communication,
face-to-face small group meetings, corporate events,
traditional mail, email, telephone, real-time audio / video-
conference, videos, printed materials, infographics,
blogs, intranets, internal social media, public social
media, messaging applications, newsletters, etc.
Communication in organizations
Main advantages and disadvantages of oral and written communication
Oral communication Written communication
Ease and agile It is objective, precise and clear
Possibility of making clarifications, There is evidence and, therefore, it
Advantages comments, corrections, etc. facilitates control
Human contact It allows to accumulate information on
Quick and obvious feedback the same topic
It can reach more people at the same
time
Risk of improvisation and loss of It does not allow to perceive the
details climate or the responses or reactions
Disadvantages It is possible to forget to mention There is a possibility that it may not
some information be understood or may be
Alteration of the information if there misinterpreted
are different interlocutors Lack of spontaneity and naturalness
* Question – class discussion: What role do emoticons play in the
informal transmission of emotions in written communication?
Communication in organizations
Properties, channels and appropriate contexts of the different types of verbal communication
Types Feedback Channels Wealth of Appropriate context
communication
Oral: Immediate Audiovisual More When information and
Face to face emotion transfer is needed,
Oral: Almost Audiovisual as well as influence and
Videoconference immediate reactions
Oral: Quick Audio
Telephone
Written: Slow Visual
Aimed at someone
in particular
Written: Very slow or Visual In clear, rational, official
Less
Not specific for a none at all situations, etc.
person (general)
* Question – class discussion: How have social media changed
communication in organizations?
Communication in organizations
Elements to consider when choosing the most suitable
channel:
– Time criteria (urgency, need for feedback)
– Location (face-to-face or remote work; the entire workforce in
the same building, several buildings or internationally)
– Characteristics of the message (for example,
confidentiality of the information)
Communication skills
1) Devise the communication objectives
Choose the means and type of message to reach the
goals
– What response do you want to get from the audience?
– Do the receivers have the necessary abilities?
– Assess whether other people or elements are needed to
transmit the message.
– Choose the most suitable medium.
Communication skills
2) Control of the variables of oral communication
– Distance (intimate, personal, social and public)
– Voice (tone, volumen and speed)
– Body (gestures, movements, gaze)
– Words (adapt the lexicon to the level of knowledge
or reasoning ability of the receiver)
– Context (physical elements)
Communication skills
3) Basic skills
– Explain (ability to integrate and organize information)
– Reflect (express your own opinion)
– Persuade (ability to influence the actions, thoughts or
attitudes of other people)
– Non-verbal behavior (gestures, movements, gaze
express emotions, attitudes, personality traits or simply support
for verbal communication)
Communication skills
3) Basic skills
– Active listening (calmness and attention, convey that we are
listening, let finish, paraphrase if something is not understood)
– Feedback (send information about the content, assessment,
reinforce or reward participation attempts)
– Ask (go beyond the information provided asking for more
information or clarification)
