Managerial Communication In Context Of Change Commerce Essay


Every organisation needs communication skills and it is very essential in leading, managing , and working with others department internal or external . Good communication has played very important role in the organisation success and Poor communication will always take the businesses in difficult situation .

Today's workforce require effective communication to run a successful business and successful organisation need the emerging knowledge of communication . The foremost objective of good communication is meaning so the process of communication is successful only when the receiver understands in idea as what the sender tried to send.

Innovative communicative Technologies

Technological innovation are dramatically affecting the way business and employee communicate. By mean we now exchange information using e-mail, instant messaging, text messaging, and wireless networking, cell phones, and satellite communications. We can conduct successful meetings around the world through teleconferencing and videoconferencing. Businesses rely On greatly on the interest and the web for collecting information, serving customers, and selling products and services. Mary (2008) page 8.

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Today business communication needs new resources effectively and efficiently to develop essential communication skills . Good managers want to select the best communication channels , to manage it effectively , and to identify the best Possible approach to fulfilled all requirements of effective internal and external Communication .

Communication Definition

Communication is the transmission of exchange messages to conveying information, emotions, ideas , opinions , attitudes Between individuals or groups with the objective of understanding and Coordinating activities. Communication is very important aspect of any business to operate effectively .we transmit by talking, writing, texting, And so on, we receive by listening , reading , watching , and signals can Be verbal , nonverbal or visual.


Internal communication definition

Internal communication includes sharing ideas and messages with superiors, co-workers, and subordinates, it is the communication between employees or department within the organisation , it is a form of corporate communication and they Are formal and informal communication. Internal communication is very important for business because it persuade employee or management to develop new products or services to being change and improve the way Of organisation, it has various forms like team briefing. Interviewing, employee or works councils, meetings, memos, an intranet, newsletters, the grapevine, and reports.

Internal communication can add real value to the organisation

Effective communicators can add significant value to the organization and also recognized the value of the business. On one side good communicators can make a change to improve internal communication is to survey employees and have to use new techniques to analyze the response among the employees within the organization. It is very simple when good communicator understands which factors will make the biggest difference among employees. This can add considerable value to the business of the organization .Ivey journal 2010.

For business strategies every employees will get help from internal communication to carry out success in the organisation. Every organisation expected best communication skills from each employee and of course if the employee has motivated and committed contribution in the both external communication and effective internal communication they will definitely achieve the business goals of the organisation . Here I would like to mention that many successful ignore this theory in practice. For instance

Executive sometime complain that communicator have no or little idea about how to support the business . IABC Fellow and consultant Jim Shaffer, of the Jim shatter Group, have examined that many CEO or COO can't see how communicators "add value" and they also hold negative views .


Executive's vs. Communicators

Executive frequently said that the Communicators said they not on the top

Communicators don't understand team and have no access to big decision

The existing business of the in organization.


CEO said that they are quite and The executive only called them when

Just do their regular routine job. Something goes wrong and usually

Too late to handle it properly.

CEO worried about the business We are not paid as will as line managers

and they are worried about deadlines. Or human resources.

Very few employees may be good They need us when needed when

Communicators in the business. they cut staff.

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One way to find the answer to this question is to ask employees. For example employee research. If the communicator has given the idea to generate new Idea about innovation and sustainable advantage, instead take concentration on Traditional communication tools such as print and electronic media. If communicator have put impact on employee needs in the organisation they definitely facilitating the True organizational change.

Content in Internal Communication

Managers should be recognized that why many internal communication programs fail to communicate important information within a firm?

The answer to this question is that managers looking for mechanics and Devices of communication, but they have not take content in their first Priority and they need to differential between Content and Mechanics .Overload of information cause some problem in communication internally. Like how to know which information is necessary and have to be understand By employees or customers. Take both notes and start from strategy to motivate people ,


Ethics in organisation and organisational communication

Every business should understand basic ethical policy and principles so it will be very beneficial when make logical

Decisions for future . Every business need honesty and without honesty there

No success for business, e g, dealing honesty with colleagues and customers develops trust and builds stronger relationships. Today businesses recognise that ethical practices make good business sense.

Team and Group Communication

Team is best for better decisions, quick and sharp response , increased productivity, reduce waste of time , less resistance to change, make high moral , reduce risks and make the customer satisfy . Global competition all business are forced to re-examine, restructure their operations . They are expected to compete globally, increase profits and

Meet higher standards, but with few resources and few people . Rethink if we need to meet those goals, organisation have to develop groups and team for achieve their desirable goals. Mary, Patricia, Kathleen (2000) p 28.

Smaller teams are very effective and efficient for effective communication then larger teams. Those team whose ideas clearly and concisely ,recognise

Nonverbal cues, and listen actively. Team are more productive when members are friendly, trustworthy , and feel free in the organisation.

Effective team resolve issues without forcing members into a win-lose

Situation .

What is communication strategy?

Communication need to be organized, developed and built through process. In this process it is necessary to define Communication strategy .An effective communication strategy allows business to operate better control Over work and frame and solve issues respectively. Like all strategies in the Organisation communication strategy reduce doubt or remove, more importance To planning , and emphasizing on vision .

The most popular definition of this strategy is to carried out best possible task.

Bnet (2009) Business journal.


Effective Communication Strategy

The best possible role of communication strategy is high-performance ,understanding and knowledge

Is the essence of origination? A meaningful and comprehensive communication

Strategy is a vital to any successful change and improvement in the business.

Effective communication focused on goals and objectives so it has huge direct

Effect on organisational change and innovation .

Skills behind Communication Strategy

Effective Communication strategy needs the following skills to implement the strategy.

* To be deliver clear and understandable messages to all parts of the organisation .

* To be simple , direct, and fast messages to inspire the team

* To be friendly , human and personal

* To be trustworthy and honest

Strategy Implementation as a process

The best strategic plans in the world are not likely to be successful if they are not effectively communicated to those who must implement them : the employees. " Plan your work an work your plan." Vince Lombardi

McDonalds. Communication strategy.

Achieving and maintaining wide-scale positive dietary and lifestyle change is a complex and formidable endeavour, given the current food environment. Moreover, for positive change to occur, nutrition messages should be communicated in a scientifically precise, yet practical and motivating manner. McDonald's tries its best to adapt communication strategies to changing situation.

In the paper, discussions regarding communication efforts and the best methods to take, deliver, and evaluate the impact of nutrition messages illustrated both the challenges and the opportunities McDonald's is facing.

Effective communication motivate people

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This is the foremost factor of effective communication to motivating and persuading people to evaluate their

Attitudes and behaviour to support change in the organisation . It will engage

People to participate in process of strategic communication to strengthen the business of the organisation.


Organisation need communication traditional process.

The process of communication in business is very important communication strategy. Because communication with employees and the process to inform everyone about the information of organisation.

Now there are so many employees who don't not use internet or email or they have no access to the internet and there are those employee they have access to

The internet . So this the organization communication strategy to use both electronic and traditional method of communication , lets take the example of papar kind of communication and electronic base communication ,

Siemens USA large business organisation of about 70,000 employees , but only 500 employee have access to their email and internet and know about the company

Information . Siemens director of internal communication Esra Ozer motive they every employee have to know about the company day to day business , his no 1 programme about to use electronic media to use information about business process

And then he have reinstituted the policy of having printable sources such as company letters , postings and memos for those who don't have access to internet and email . So he increase the corporate objectives of the business .

How to communicate bad news

No one enjoys being the deliverer of bad news, but someone has to do it. It's not unusual for people to become angry when hearing bad news ; therefore, it is important to address negative feelings at the beginning of the change process to diffuse any anger. For a successful messenger , he or she have to be consider the following guidelines:

Adding some interesting things

* keep the message short, the goal is to convey facts with minimal embellishment,

* Explain why the company decided to make a change. The company's decision often is the best in a series of bad options, for example , a company facing a large deficit may be forced to cut benefits or freeze wages. No one wants to hear this.

But if the alternative is to lay off workers , then cutting benefits or wages many be a viable option.

* Ensure that employees clearly understand how the change will affect them.

* Have face to face meeting with workers. Don't just rely on written communications. Worldatwork (2009) page 45 46

In the 1990s, a Fortune 500 company announced it was terminating an important benefits plan and replacing it with an alternative. The company used e-mail and an internal web site to announce the change. No employee meeting were held. The communication highlighted the benefits to employees of the alternative plan, including a sizeable savings for the company. Unfortunately, the company did not make it easy for employees to understand the impact of converting to the new plan.


Company workers took it upon discovered they would lose considerable coverage compared to what they expected to receive under the original plan. In response, employees began communicating among themselves via a web site to plan next steps. Because of the employee " revolt" the company eventually decided to modify its position.

Fallout from the company's decision to change the benefits arrangement caused:

* intervention from governmental regulators to determine the appropriateness

of the changes. ,

* a serious union drive among employees.

* severe morale problems _ many workers felt personally hurt by what they perceived as the company's insensitivity to them and lack of communication by not explaining how the change would adversely affect them .

* the company to not save the money it had expected.

Changes sometimes are initially perceived as takeaways or negatives. But direct interaction between HR professionals and workers should help employees understand the " why " for the change, positive and negative effects of the changes, and how employees and the company can benefits form the change, this type of interactions takes time . However ,the end results is greater employees . .

Goals in Communicating Bad News

Communicating bad news is not the happiest Task in writing letters, but as a business communicator working with bad news , you have some goals for example

Make the receiver understand the bad news

Have the receiver accept the bad news

Maintain a positive image of you and your organisation

Reduce bad feelings

Convey fairness

Avoid and legal responsibility for you and your organisation

As a communicator you are not always able to achieve them all but to learn them and communication help to convey unlikely news sensitively . Many bad news letters are best organized indirectly. Indirect consists four part to convey bad news .

Buffer. Provide time to read the message carefully and neutrally

Reasons . Introduce why bad news was necessary and seriously

Bad news . Explain bad news and provide alternative or a compromise

Closing . End with good wishes gifts or sales promotion.

Mary Ellen Guffey(2008)



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Edition, Cengage Learning, Mason.

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To communicate at work , Kogan page London .

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2nd Edition .Kogan page, London