Republic of the Philippines
Pangasinan State University
SCHOOL OF ADVANCED STUDIES
Urdaneta City
RHYSLYN T. RUFIN DR. AMADO RAMOS
Discussant Professor
A Written Report in EDM 316
Management Communication System
I. Topic: IMPROVING COMMUNICATION FOR EFFICIENT AND EFFECTIVE
ATTAINMENT OF GOALS AND OBJECTIVES
II. Introduction
With the number of available pieces of advice on goal and objective setting and
implementing, there is one thing that seldom being discussed that is communication.
Any organization has its superb and high-standard goals and objectives but if not
effectively and efficiently communicated, everything will be ruined.
This report will discuss on the different strategies to improve communication for
the attainment of goals and objectives in any organizations.
III. Discussion
How can you move your organization forward if your team does not know in which
direction you’re headed? Effective goal communication makes your organization work
coherently and efficiently by eliminating confusion, streamlining efforts and including
every member of your team, from front-line workers to upper level executives.
A. Effective Communication Strategies
1. Know your audience
Customizing how and what you communicate based on your audience is an
important part of effective communication. The way you discuss your goals with your
top leadership staff differs from the rest of your staff. From the disclosure of privileged
information to the nitty-gritty details, it is your job to understand who needs to know
what.
Scheduling ongoing, in-person meetings with your leadership team will help you
work together to clearly outline the goal. The input can aid in fine-tuning your big
picture ideas.
Though meetings may not be feasible for your entire staff, it remains important
that they too are included in the vision of the company’s future. When everyone
understands his or her role in the company’s goals, it leads to working more effectively
to contribute to that end.
2. Repeat and remix
With different priorities across your business, it can be far too easy for everyone
to lose sight of big picture goals. Repeating your goals frequently can help them to
remain at the top of everyone’s to-do list.
But repetition in the manner and medium leads to tedium, so mix it up. Learning
styles differ greatly, so spread the word both audibly and visually.
When you communicate your goals through a variety of channels and in different
forms, you will reach a wider audience. Perhaps a formal memo will work for some
staff, whereas a concise tweet will hit home with others.
Don’t forget, as your goals progress and change, your communication content
and strategy must evolve as well.
3. Top-down and bottom-up
Your communication strategy must include all employees, and the flow of
communication needs to be in both directions: top-down and bottom-up communication
must be in concert with one another.
Even the newest of interns like to feel valued, and understanding the
overarching goals of the organization inspires those feelings of appreciation. Also, being
armed with a clear understanding of the role they play in the bigger picture can help
bring a team together, achieving a more focused output.
When one channel of communication is not in sync with the other, the progress
on the goal comes to a grinding halt because the teams are working toward different
ends.
B.Overcoming the Barriers to Effective Communication
The desire of all managers is to minimize as much as possible barriers to
communication. The flow of communication among the various levels is top to bottom
(downward communication) as well as from the bottom to top (upward
communication). At each level of management, there is lateral or horizontal
communication (Unamka and Ewurum, 1995:70). To overcome barriers to effective
communication, a number of opinions are suggested by Hambagda (2000), Hybels and
Weaver (1992). They include:
1. Information overload should be discouraged. Message should be transmitted
in the quantity the recipient can decode and interpret.
2. Messages should be repeated to prevent misunderstanding. Lawson,
(2006:30) advised that problems should always be communicated quickly; because
delays cost money.
3. Appropriate channels of communication should be selected for
transmitting information. The choice of channel is a function of the nature of the
message to be transmitted.
4. Communication is considered complete when a feedback is given to a
message. This should be encouraged as a way of confirming how successful the
communication was.
C. Importance of Strategic Management to Business and Why Strategic
Management Fails
Research findings in Europe and America show that firms who strategically plan
were more accurate in predicting the outcome of major strategic action and
outperformed non planners in terms of several financial criteria. Against this backdrop,
we identified these major benefits of strategic management to business organization,
they are;
1. Strategic management helps organizations to remain focused.
It helps them to maintain direction amidst changes and distractions in order to
achieve a clear mission and objectives.
2. Another benefit of strategic management is that it helps business organizations to be
continuously relevant to their target market.
3. Further, strategic management in its workings involves all the parts and departments
of an organization. It is both systemic and holistic. Consequently, it ensures that all the
parts and segments are headed in the same direction.
4. Again, we belief that the major benefit of strategic management is embedded in the
process itself and explicit output of that process. Another real benefit of strategic
management is the opportunity to involve different levels of management in the
process. Not only does this encourage commitment on the parts of the participating
managers. It minimizes resistance to change.
5. Finally, strategic management is a more careful and systematic approach to change.
When the objectives of an organization have been stated, the next phase in the
strategy formation process is to devise means of achieving the objectives, as a result
Ezigbo, (2011:352) identified the major reasons why strategic management fails.
D. Effective communication
Effective communication occurs when there is shared meaning. The message
that is sent is the same message that is received. There must be a mutual
understanding between the sender and the receiver for the transmission of ideas or
information to be successful.
Effective communication may be defined as:
1. Using language that is appropriate to others' levels of understanding.
2. Making sure others receive the information or knowledge intended.
3.Developing relationships with others.
4. Talking with others in a way that facilitates openness, honesty and cooperation.
5. Providing feedback.
Effective communication is a part and parcel of any successful
organization. Any communication should be free from barriers so as to be
effective. The characteristics of effective communication are:
1. Clarity of Purpose: The message to be delivered must be clear in the mind of
sender. The person to whom it is targeted and the aim of the message should be clear.
2. Completeness: The message delivered should be complete. It should be supported
by facts and observations. It should be well planned and organized. No assumptions
should be made by the receiver.
3. Conciseness: The message should be concise. It should not include any
unnecessary details. It should be short and complete.
4. Feedback: Whether the message sent by the sender is understood in same terms
by the receiver or not can be judged by the feedback received. The feedback should be
timely and in personal. It should be specific rather than general.
5. Empathy: Empathy with the listeners is essential for effective verbal
communication. The speaker should step into the shoes of the listener and be sensitive
to their needs and emotions. This way he can understand things from their perspective
and make communication more effective.
6. Modify the message according to the audience: The information requirement
by different people in the organization differs according to their needs. What is relevant
to the middle level management might not be relevant to the top level of management.
Use of jargons should be minimized because it might lead to misunderstanding and
misinterpretations. The message should be modified according to the needs and
requirements of the targeted audience.
7. Multiple Channels of communication: For effective communication multiple
channels should be used as it increases the chances of clarity of message. The message
is reinforced by using different channels and there are less chances of deformation of
message.
8. Make effective use of Grapevine (informal channel of communication): The
employees and managers should not always discourage grapevine. They should make
effective use of grapevine. The managers can use grapevine to deliver formal messages
and for identification of issues which are significant for the employees. The managers
can get to know the problems faced by the employees and can work upon it.
E. 7 C’s and 4 S’s of Communication
In any business environment, adherence to the 7 C’s and the 4 S’s of
Communication helps the sender in transmitting his message with ease and accuracy.
The 7 C’s are as follows:
1. Credibility. If the sender can establish his credibility, the receiver has no problems
in accepting his statement. Establishing credibility is not the outcome of a one-shot
statement. It is a long-drawn out process in which the receiver through constant
interaction with the sender understands his credible nature and is willing to accept his
statements as being truthful and honest. Once the credibility of the sender has been
established, attempts should be made at being courteous in expression. Much can be
accomplished if tact, diplomacy and appreciation of people are woven in the message.
2. Courtesy implies taking into consideration both viewpoints as well as feelings of the
receiver of the message. A courteous message is positive and focused at the audience.
It makes use of terms showing respect for the receiver of message and it is not biased.
3. Completeness. The communication must be complete. It should convey all facts
required by the audience. The sender of the message must take into consideration the
receiver’s mind set and convey the message accordingly. A complete communication
develops and enhances reputation of an organization. It is cost saving as no crucial
information is missing and no additional cost is incurred in conveying extra message if
the communication is complete. A complete communication always gives additional
information wherever required. It leaves no questions in the mind of the receiver.
Complete communication helps in better decision-making by the audience/
readers/receivers of message as they get all desired and crucial information. It
persuades the audience.
4. Clarity. Absolute clarity of ideas adds much to the meaning of the message. The first
stage is clarity in the mind of the sender. The next stage is the transmission of the
message in a manner which makes it simple for the receiver to comprehend. As far as
possible, simple language and easy sentence constructions, which are not difficult for
the receiver to grasp, should be used. Clarity in communication makes understanding
easier. Complete clarity of thoughts and ideas enhances the meaning of message. A
clear message makes use of exact, appropriate and concrete words.
5. Correctness: The sender should ensure that his knowledge of the receiver is
comprehensive. The level of knowledge, educational background and status of the
decoder help the encoder in formulating his message. In case there is any discrepancy
between the usage and comprehension of terms, miscommunication can arise. If the
sender decides to back up his communication with facts and figures, there should be
accuracy in stating the same. A situation in which the listener is forced to check the
presented facts and figures should not arise. Finally, the usage of terms should be
nondiscriminatory. In correct communication the message is exact, correct and well-
timed; it boosts up the confidence level; a correct message has greater impact on the
audience/ readers; it checks for the precision and accurateness of facts and figures
used in the message and makes use of appropriate and correct language in the
message.
6. Consistency. The approach to communication should, as far as possible, be
consistent. There should not be too many ups and downs that might lead to confusion
in the mind of the receiver. If a certain stand has been taken, it should be observed
without there being situations in which the sender desires to bring about a change in
his understanding of the situation. He should ensure that the shift is gradual and not
hard for the receiver to comprehend.
7. Concreteness. Concrete and specific expressions are to be preferred in favour of
vague and abstract expressions. In continuation of the point on correctness, the facts
and figures presented should be specific. Abstractions or abstract statements can cloud
the mind of the sender. Instead of stating “There has been a rise in paddy yield”, if the
sender made the following statement: “There has been a rise in paddy yield by almost
20% as compared to last year”, the receiver is more apt to listen and comprehend the
details. Concrete message is supported with specific facts and figures; it makes use of
words that are clear and build the reputation and concrete messages are not
misinterpreted.
8. Conciseness. The message to be communicated should be as brief and concise as
possible. As far as possible, only simple and brief statements should be made. Excessive
information can also sway the receiver into either a wrong direction or into inaction.
Quantum of information should be just right, neither too much nor too little. Concise
communication is both time-saving as well as cost-saving. It underlines and highlights
the main message as it avoids using excessive and needless words.
Concise communication provides short and essential message in limited words to the
audience. A concise message is more appealing and comprehensible to the audience
and is non-repetitive in nature
F. 4S’s : An understanding of the 4 S’s is equally important.
1. Shortness. It is often said that “Brevity is the soul of wit.”. The same can be said
about communication. If the message can be made brief, then transmission and
comprehension of messages is going to be faster and more effective. Flooding
messages with high sounding words does not create an impact. Often, the receiver has
spent a major chunk of his time in trying to decipher the actual meaning of the
message.
2. Simplicity. Simplicity both in the usage of words and ideas reveals clarity in the
thinking process. Using simple terminology and equally simple concepts would help.
3. Strength. The strength of a message emanates from the credibility of the sender. If
the sender himself believes in a message that he is about to transmit, there is bound to
be strength and conviction in whatever he tries to state. Half-hearted statements or
utterances that the sender himself does not believe in adds a touch of falsehood to the
entire communication process.
4. Sincerity. A sincere approach to an issue is clearly evident to the receiver. If the
sender is genuine, it will be reflected in the manner in which he communicates.
IV. Conclusion
Effective communication is an essential tool for the strategic management of
organizations. No doubt, low productivity, loss of customers, low turnover, conflict, and
absenteeism are caused by poor and ineffective communication. This is to say that
effective communication is the life wire of any organization and also the turning point
which the wheel of an organization rotates. It is a means by which behavior is modified,
change is effected, performance improved and goals/objectives achieved. So
irrespective of organization, its size and purpose, transfer of understanding from one
person to another is viewed essential for the continued growth, survival and existence
of an organization.
V. References
Adams, T.G. (2006) “The Art of Common Communication,” Journal of Multiciplinary
Studies.
Adirika, E. A. Ebue B.C. & Nnolim, D. (1996) Principles and Practice of marketing ll.
Enugu: Jamoe Enterprises.
Anugwom, G. A. (2007). Issues, Principals Techniques and Practice in Administration
and Management, Enugu: EI’ Demark Publishers.
Desseler, A. C. (2004) “Making Communication Work”, Journal of Social Psychology,
5(5). Donnelly, I. H., Gibson, I and Vance rich, I. M. (1984) Fundamentals of
Management, Texas: Business Publication Inc. Etuk, E. J. (199) Foundation of Modern
Management.
Calabar: Unical Press. Ezeh
Abraham, M., Crawford, J., & Fisher, T. (1999). Key factors predicting effectiveness of
cultural change and improved productivity in implementing total quality management.
International Journal of Quality & Reliability Management, 16(2), 112-132.
