Organizational Communication (Key Distinctions)

IV. Key Distinctions with respect to Organizational Communication

I. Vertical Communication Definition Types

Upward Communication Downward

Communication Merits and Demerits Upward vs. Downward

Communication Limitations of Upward and

Downward Communication

II. Horizontal Communication Definition Direction, Purpose, &

Speed Merits and Demerits Limitations

III. Diagonal Communication Definition Direction, Purpose, &

Speed Merits and Demerits Limitations

C. DIRECTIONS OF COMMUNICATION

D. INTERNAL VERSUS EXTERNAL COMMUNICATION

I. Internal Communication Definition Importance Study: Outcome of

Communication Effectiveness

Study: Top 4 Most Effective Internal Communication Programs

II. External Communication Definition Importance

III. Comparison between Internal and External Communication

IV. Illustration of Internal and External Communication

COMMUNICATION ON THE BASIS OF DIRECTION

Communication is multidimensional or multidirectional. There are various directions in which it flows. Within the organization, communication may flow inter scalar or intra scalar, upward or downward.

Let's understand these directions :

a) Vertical

b) Horizontal or lateral

c) Diagonal or crosswise

VERTICAL COMMUNICATION

Vertical communication occurs between hierarchically positioned persons and can involve both downward and upward communication flows.

It may use both written and oral such as: Instructions Letters Memoranda Bulletin Boards Meetings In-house Journal

Definition:

VERTICAL COMMUNICATION

Upward Communication

Two (2) Types of Vertical Communication:

Downward Communication

UPWARD COMMUNICATION

A channel of communication pushes information upwards. It starts from the people at the lowest level of an organization and reaches the top.

Definition:

DOWNWARD COMMUNICATION

A communication that flows from a higher level in an organization to a lower level is a downward communication. In other words, communication from superiors to subordinates in a chain of command is a downward communication.

Definition:

Manager

Supervisor

Staff

Item Upward Communication Downward Communication

Direction Flows from bottom to higher level

Flows from higher to bottom level

Speed Slow Fast; empowered by authority

Purpose Provide feedback and give suggestions

To give orders for implementation

Nature Informative and that of an appeal Authoritative and Directive

Examples reports, suggestions, grievances, etc.

orders, handbooks, notices, etc.

COMPARISON: UPWARD VS. DOWNWARD COMMUNICATION

UPWARD COMMUNICATION DOWNWARD COMMUNICATION

1. Employees are reluctant to initiate upward communication as they - feel it may reflect their efficiency. - fear of disapproval from superiors.

2. Upward documentation is prone to distortion. Unpleasant information is distorted more.

3. Workers may ignore immediate superiors and approach higher management. Immediate superiors may feel: - bypassed. - become suspicious of intentions.

1. Superior may talk little about the job. - Withholding of information

2. Over-communication - superior may talk too much - Leaking of information

3. Delay - Line of communication being long.

4. Loss of Information -Unless written, it will not be transmitted fully. -Sometimes written communication may not be fully understood.

5. Distortion -Long lines of communication- exaggerating or under-statement

LIMITATIONS OF UPWARD AND DOWNWARD COMMUNICATION

LOST IN TRANSMISSION OF INFORMATION(DOWNWARD COMMUNICATION)

2002-2004 Monirba, Ashutosh Singh, Allahabad, India

When communication takes place between two or more persons who are subordinates working under the same person, or those who are working at the same level, it is called lateral or horizontal communication.

Communication transferred through lateral means includes: interdepartmental reports requests suggestions informal communication among peers at the same level

HORIZONTAL COMMUNICATION

Definition:

Production ManagerMarketing Manager


Direction:

The communication flows like a straight line.

Purpose:

Maintain coordination and review of activities assigned to various parts of an organization.

Decrease misunderstanding and develops informal relationships.

Speed: Fast.


Merits Demerits

Promotes better understanding and facilitates cooperation Reluctance in initiating communication

Helpful for resolving inter-related problems Personal conflict and rivalry

Enables exchange of information without referring all matters to higher authorities May delay implementation of project

Better implementation of decision May tend to not following the rules

Merits and Demerits:


Limitations:

1. Lateral communication may give birth to gossip. It can be used for rumor on-going and spreading false information.

2. Good ideas may get suppressed because such communication often comes without authority or sanction for implementation.

3. Lateral communication can be effective only if there is proper coordination.

4. Subordinates making commitments / passing information beyond their authority.

5. Harmful if subordinates do not inform superiors of interdepartmental activities.

Diagonal or crosswise communication includes flow of information among persons at different levels who have no direct reporting relationships.

Methods are: informal meetings project organization meetings bulletin boards

DIAGONAL COMMUNICATION

Definition:

Production ManagerMarketing Manager

Production SupervisorMarketing Supervisor


Direction:

It cuts across different functions and level in an organization.

Purpose:

Use to speed information flow to improve understanding.

Make effective efforts for achieving organizational goals.

Speed: Fast.


Merits and Demerits:

Merits Demerits

Helps to speed up flow of communication Reluctance in initiating communication

Creates confusion and conflict and violates the principle of chain of command


Limitations:

1. There is a fear of encroachment in diagonal communication. The superiors may feel bad when their subordinates are given importance, and may even end up feeling bypassed.

2. The superiors may resist suggestions just because these have come from subordinates. This comes out of a subconscious feeling of not having been part of the consultation process.

3. Diagonal communication can lead to a network that is extremely complex. An absence of accepted procedures may lead to internal chaos. The fallout can then be external displeasure.

President

Administration Manager

Admin Staff

Manufacturing Manager

Support Manager

Support Staff

Upw

ard

Com

mun

icat

ion

Dow

nward C

omm

unication

Horizontal Communication

Information

Diagonal Communication

Instructions & Directives

Efforts at Coordination

Diagonal Communication

Efforst at Coordination;Information

ILLUSTRATION OF DIRECTION OF COMMUNICATION

INTERNAL COMMUNICATION

Definition of Internal Communication:

A process of exchanging information among the people of different level or internal participants within the organization.

It can take many forms, such as: face to-face casual conversations‐ formal meetings phone calls e-mails memoranda internal wikis


Definition of Internal Communication:

Broadly speaking, internal communication represents the communication and the interactions among the members of an organization. It targets the internal members of an organization, including the superiors, the collaborators and the subordinates. It is viewed as an essential process, based on which the staff exchanges information, establishes relationships, forms a system of values, creates an organizational culture, harmonizes the activities, collaborates for the achievement of goals and develops formal and informal networks (Berger, 2009).

Importance:

Achieve the organizational goals, co-ordination among the activities of various departments


Effective control over all matters. Motivate the employees of an organization Run the business effectively and efficiently a manager must have the

proper knowledge regarding the resources of the organization. Ensure the smooth operation of routine activities of an organization. Smooth functioning of an organization and for higher productivity

there must be mutual trust between management and employees. Participation of the employees in the decision making process not only

increase the quality of decision but also ensure the better implementation of decision.


FEIEA’s (the Federation of Business Communicator Associations in Europe) recently announced headline results of its latest survey among nearly 5,000 practicing workplace communicators highlights the above findings of internal communications being a key success factor for 79% of organizations.

Definition of External Communication:

An informal exchange of information and messages between an organization and other organizations, groups or individuals outside its formal structure. It is very important corporate communication element. It is crucial for creating brand image and identity. It aims at building connections with customers, stakeholders (Stuart et al., 2007), with institutions, (government) agencies, administrative offices or other organizations (Juris, 2004).

EXTERNAL COMMUNICATION

Importance:

EXTERNAL COMMUNICATION

Continuation and good relationship with customers.

New transaction with prospective customers.

Put your business in good standing among the general business community.

There might be partnership opportunities that can stretch your communication efforts and resources.

It can further some of your other communication goals by increasing awareness among media and customers.

COMPARISON (INTERNAL VS. EXTERNAL)

Basis Internal Communication External Communication

1. PurposeMain purpose is to exchange information of various departments and divisions of the organization.

It is done mainly for maintaining relationship with external parties.

2. Types Vertical, Horizontal, and Diagonal Communication No such classification

3. Frequency It occurs frequently in performing organizational activities.

It occurs less frequently than internal communication.

4. Distance No significant distance between sender and receiver.

Significant distance exists between sender and receiver.

5. Coverage Its coverage is limited within the organization.

It coverage is broad with external bodies.

ILLUSTRATION (INTERNAL AND EXTERNAL)

Horrigan (2010) Corporate Brand communication flow

Internal Communication

ExternalCommunication


How Top Business Communicators Measure the Return on Investment (ROI) of Organization’s Internal Communication Efforts by Juan Meng (University of Dayton) and Bruce Berger (University of Alabama)



Increased awareness or

understanding

Effect on em-ployee en-gagement

Improved job per-formance

Employee behav-ior change

Effect on business performance

59.50% 62.20%

45.90%40.50%

10.80%

91.50%83.10%

66.10%61.00%

55.90%

Outcome of Communication Effectiveness Low-Effectiveness Organizations High-Effectiveness Organizations



explaining and promot -ing new programs and

policies

educating employees on organizational

culture and values

providing information on organizational per-formance and financial

objectives

helping employees understand the busi-

ness

32.90%

88.00%

29.30%22.00%

97.60%

29.60%

85.70%94.00%

Top 4 Most Effective Internal Communication ProgramsLow-Effectiveness Organizations High-Effectiveness Organizations

http://www.authorstream.com/Presentation/monirba48-1614979-iii-organizational-communication/

REFERENCES:

http://thebusinesscommunication.com/advantages-of-internal-communication/

http://smallbusiness.chron.com/importance-external-business-communication-19304.html

http://www.businesscommunicationarticles.com/lateral-horizontal-communication-definition/

http://thebusinesscommunication.com/importance-of-horizontal-communication/

Organizational Internal Communication as a means of Improving Efficiency, Eva Tariszka-Semegine, PhD, Hungary

REFERENCES:

http://www.slideshare.net/guptayuvraj/organizational-communication-12972727

http://www.slideshare.net/shwetharapol/pooja-ob?qid=bd397d2c-78b8-4938-8921-21f4db6a08d8&v=default&b=&from_search=10

http://www.yourarticlelibrary.com/business-communication/business-communication-4-directions-of-business-communication-explained/27652/

http://www.dineshbakshi.com/igcse-business-studies/people-at-work/revision-notes/840-direction-of-flow-of-communication

http://www.aiu.edu/publications/student/english/BUSINESS%20COMMUNICATION.html

2009, Business Communication by Sathya Swaroop Debasish and Bhagaban Das

Recruiting & HR

Organizational Communication (Key Distinctions)