Lecture 2

Page 1: Course Introduction

• Course Title: Business Communication (COMM1101B)

• Academic Year: 2024/2025

• Cohorts: BSID/24B/PT + BTHM/24B/FT, Year 1, Semester 1

• Prepared by: Mrs Fadya Nazirkhan, Lecturer in Communication, Journalism and PR, SSDT, University of Technology

• Background: Sworn Russian Interpreter and Translator, Supreme Court of Mauritius (2024)

• Confidentiality Note: This document is not to be shared outside the cohort.

Page 2: Overview of Communication Types

• Types of Communication: Internal and External Communication in organisations.

Page 3: Internal Communication Defined

• Definition: Process that helps establish common purposes and objectives, fostering teamwork.

• Culture Expression: The tone or culture of an organization is reflected in its internal communication.

• Importance: Organizations must ensure staff understand goals and priorities to maintain engagement.

• Challenge: Engaging staff in a comprehensive understanding of the organization’s broader context becomes more complex as organizations grow.

Page 4: Managed Communication System

• Definition: Refers to an organization's system for internal communication where employees are viewed as stakeholders (Vercic et al 2012).

• Alternate Terms: Employee communication, organisational communication, internal marketing.

• Channels: May include newsletters, noticeboards, staff briefings, intranets.

Page 5: Employee Engagement in Internal Communication

• Concept: Focus on building two-way relationships with employees to enhance organizational effectiveness (Yeomans and Carthew 2014).

• Strategic Importance: Effective internal communication is considered a leadership concern (FitzPatrick and Valskov 2014).

Page 6: Historical Perspectives on Internal Communication

1. Paternalism (19th Century): Employee publications aimed at welfare, countering industrial unrest.

2. Presentation (1940s): Emergence of in-house journalists focusing on employee interests, independence from management.

3. Persuasion (1980s): Internal communication shifted to fostering employee buy-in during economic shifts.

4. Participation (21st Century): Emphasis on employee engagement and consultation reflecting distrust in management.

Page 7: Role of Internal Communication

• Objectives: Enhance business value through effective communication, viewing employees as assets.

• Benefits: Reduces uncertainty, facilitates change, and strengthens internal relationships (Argenti, 1998).

• Awareness: Contributes to an understanding of environmental changes.

Page 8: Trends in Internal Communication

• Propaganda: Management-controlled, one-way communication prioritizing favorable organizational narratives.

• Employee Voice: Opportunities for employee feedback through surveys or social media.

• Professionalism: Evolution from industrial editors to strategic internal communication practices; risk of neglecting employee perspectives.

Page 9: Reflective Analysis on Communication

• Personal Experience: Assess communication methods utilized in a previous workplace.

• Questions for Reflection:

  • How was knowledge about the organization disseminated?

  • Methods of communication with line managers and colleagues?

  • Reasons for choosing those methods and effectiveness assessments.

Page 10: Functions of Internal Communication

1. Ensure legal obligations regarding employee communication.

2. Support major organizational changes.

3. Foster collaboration and community within the workplace.

4. Promote external advocacy by employees.

5. Encourage retention of valuable employees.

6. Clarify employee expectations and performance guidance.

Page 11: External Communication/Public Relations Definitions

• CIPR Definition: PR focuses on reputation management through actions, communications, and stakeholder perceptions.

• Edward Bernays: Views PR as managing mutually beneficial relationships with key publics.

• Cutlip & Center: Reinforces Bernays' definition focusing on stakeholder relationships.

• Grunig & Hunt: Introduces two-way symmetrical model emphasizing reciprocal communication.

Page 12: Functions of External Communication/Public Relations (PR)

1. Two-way Communication: Engaging with stakeholders to understand their needs.

2. Building Relationships: Nurturing long-term relationships beyond just customer interactions.

3. Transparency and Authenticity: Openness about organizational operations to foster trust.

4. Reputation Management: Core goal to enhance and protect organizational reputation.

Page 13: Continued Functions of External Communication/PR

5. Crisis Management: Managing crises effectively to mitigate impacts on reputation.

6. Media Relations: Building strong ties with media for positive coverage.

7. Employee Communication: Interfacing with internal stakeholders to motivate and engage employees.

8. Community Engagement: Corporate responsibility efforts to impact local communities positively.

Page 14: Additional Functions of External Communication/PR

9. Research and Analysis: Conducting stakeholder research to inform strategies.

10. Strategic Planning: Anticipating and planning communication to support organizational goals.

Page 15: Key Considerations for Communication

1. Transparency and Authenticity: Crucial for internal and external communications.

2. Ethical Practice: Adhering to ethical principles in all communications.

3. Legal Compliance: Understanding legal communication frameworks to avoid repercussions.

4. Adaptability: Staying updated with communication trends and technology.

5. Global Perspective: Cultural awareness in a globalized communication environment.

Page 16: Conclusion

• Closing Remark: Thank you for your attention.

MORE NOTES START HERE:

Course Introduction

Course Title:

Business Communication (COMM1101B)

Academic Year:

2024/2025

Cohorts:

BSID/24B/PT + BTHM/24B/FT, Year 1, Semester 1

Prepared by:

Mrs Fadya Nazirkhan is a lecturer in communication, journalism, and PR, at SSDT, University of Technology.

Background:

Mrs Fadya Nazirkhan is a qualified and experienced communication professional, having served as a sworn interpreter and translator for the Supreme Court of Mauritius since 2024. Her expertise spans various domains in communication, journalism, and public relations, providing students with a comprehensive understanding of the field.

Confidentiality Note:

This document is confidential and must not be shared outside the cohort to maintain privacy and integrity in the learning environment.

Overview of Communication Types

Understanding the two primary types of communication within organizations—Internal and External Communication—is crucial. Internal communication focuses on communication within the organization itself, while external communication pertains to how the organization communicates with outsiders, including stakeholders, customers, and the public at large.

Internal Communication Defined

Definition:

Internal communication is the process through which information is shared within an organization, establishing common purposes and objectives among employees. Effective internal communication is vital for teamwork and cohesive working environments.

Culture Expression:

The tone and culture of an organization are intricately reflected in its internal communication practices, influencing employee engagement and organizational identity.

Importance:

Organizations need to ensure that staff comprehensively understand the organization's goals and priorities. When employees feel informed and engaged, their connection to the organization strengthens, enhancing productivity and job satisfaction.

Challenge:

As organizations expand in size and complexity, achieving comprehensive engagement and understanding among all employees becomes increasingly challenging. Organizations must strategically develop internal communication methods that adapt to growth.

Managed Communication System

Definition:

A managed communication system encompasses the structured methods and channels through which internal communication is facilitated within an organization. This approach treats employees as key stakeholders whose feedback and engagement are critical to organizational success (Vercic et al 2012).

Alternate Terms:

This concept is also referred to as employee communication, organizational communication, or internal marketing, highlighting the various facets of communication dynamics in organizations.

Channels:

Channels may include a variety of formats such as newsletters, noticeboards, staff briefings, and digital intranets, each serving distinct purposes in conveying information and fostering engagement.

Employee Engagement in Internal Communication

Concept:

The concept of employee engagement in internal communication emphasizes building two-way relationships with employees to enhance overall organizational effectiveness (Yeomans and Carthew 2014). By fostering an environment where employees can contribute their insights, organizations can bolster loyalty and productivity.

Strategic Importance:

Effective internal communication is increasingly recognized as a critical leadership concern, enhancing decision-making and promoting a culture of transparency (FitzPatrick and Valskov 2014).

Historical Perspectives on Internal Communication

1. Paternalism (19th Century): Employee publications aimed at welfare and social responsibility, aimed at mitigating issues like industrial unrest.

2. Presentation (1940s): The emergence of in-house journalists who focused on creating content that resonated with employee interests while maintaining a degree of independence from management's selections.

3. Persuasion (1980s): A strategic shift towards fostering employee buy-in, particularly during economic changes, was critical to sustaining employee morale and loyalty.

4. Participation (21st Century): Emphasizes enhancing employee engagement and consultation, reflecting a broader distrust in conventional management practices and a desire for participatory cultures.

Role of Internal Communication

Objectives:

The primary objective of internal communication is to enhance business value through effective communication strategies, positioning employees as valuable assets essential for growth and innovation.

Benefits:

Internal communication plays an important role in reducing organizational uncertainty, facilitating effective change management, and strengthening internal relationships, thereby enhancing the work environment (Argenti, 1998).

Awareness:

A well-structured internal communication system contributes significantly to an employee's understanding of environmental changes and organizational shifts, aiding in adaptability and responsiveness.

Trends in Internal Communication

1. Propaganda: Management-controlled, one-way communication that prioritizes conveying favourable narratives about the organization.

2. Employee Voice:Actively seeking employee feedback through surveys or social media, creating an environment of open dialogue and responsiveness.

3. Professionalism:Acknowledging the evolution from traditional industrial communication roles to strategic internal practices that also recognize the importance of employee perspectives.

Reflective Analysis on Communication

Personal Experience:

In this section, students are encouraged to assess communication methods utilized in their previous workplaces and reflect critically on them.

Questions for Reflection:

• How was knowledge about the organization disseminated?

• What methods were used for communication with line managers and colleagues?

• Why were those methods chosen, and how effective were they in achieving communication goals?

Functions of Internal Communication

• Ensure all legal obligations regarding employee communication are met.

• Support major organizational changes through effective communication strategies.

• Foster collaboration and community within the workplace environment.

• Promote external advocacy by empowering employees to act as ambassadors of the organization.

• Encourage retention of valuable employees through recognition and engagement initiatives.

• Clarify employee expectations and provide guidance on performance standards.

External Communication/Public Relations Definitions

CIPR Definition:

Public Relations (PR) focuses on managing reputation through strategic actions, communications, and the perceptions of various stakeholders.

Edward Bernays:

Views PR as managing mutually beneficial relationships with key publics, emphasizing the significance of two-way communication.

Cutlip & Center:

Reinforces Bernays' definition, focusing on nurturing stakeholder relationships as core to successful PR practices.

Grunig & Hunt:

Introduces the two-way symmetrical model, emphasizing the necessity of reciprocal communication between organizations and their audiences.

Functions of External Communication/Public Relations (PR)

• Two-way Communication:Engaging stakeholders to understand their needs, values, and concerns, enhancing organizational responsiveness.

• Building Relationships:Nurturing long-term relationships transcends mere transactions, creating loyal customer bases and community connection.

• Transparency and Authenticity:Openness about organizational operations fosters trust and credibility among stakeholders.

• Reputation Management:Reputation management remains a core goal of PR, enhancing and protecting the organization’s image through consistent messaging.

Continued Functions of External Communication/PR

• Crisis Management:Effectively managing crises to mitigate adverse impacts on the organization’s reputation, ensuring preparedness and response strategies are in place.

• Media Relations:Building strong ties with media representatives to foster positive coverage and manage public narratives.

• Employee Communication:Interfacing with internal stakeholders to motivate and engage employees as advocates for the organization.

• Community Engagement:Instituting corporate responsibility efforts that aim to create positive impacts within local communities.

Additional Functions of External Communication/PR

• Research and Analysis:Conducting thorough stakeholder research to inform PR strategies, identifying key audience needs, sentiments, and trends.

• Strategic Planning:Anticipating and planning communications proactively to support organizational goals and missions effectively.

Key Considerations for Communication

• Transparency and Authenticity:Considered crucial for effective internal and external communications to build lasting relationships.

• Ethical Practice:Adhering to ethical principles, ensuring all communications are responsible and respectful.

• Legal Compliance:Understanding relevant legal communication frameworks is vital to avoid potential repercussions and maintain integrity.

• Adaptability:Staying updated with communication trends and technological advancements is essential for relevance and effectiveness.

• Global Perspective:Cultivating cultural awareness in a globalized communication environment, embracing diversity, and understanding varied stakeholder perspectives.

Conclusion

Closing Remark:

Thank you for your attention. Please ensure you actively engage with the course materials and contribute to discussions to maximize your learning outcomes.