Running Head: BUSINESS MANAGEMENT

Communication
[Name of the Writer
[Name of the In!titution
Bu!ine!! Management "
Ta#$e of Content!
Table of Contents........................................................................................................................ 2
Executive Summary..................................................................................................................... 3
Introduction.................................................................................................................................. 4
Importance of Communication in Organiation............................................................................!
Communication "rocess in an Organiation................................................................................#
$orms of Communication............................................................................................................ #
Internal versus External Communication..................................................................................#
$ormal versus Informal Communication...................................................................................%
Communication&s lin' (it) *anagement Concepts......................................................................%
Communication and +uman ,esources *anagement.............................................................%
Communication and *anaging Innovation...............................................................................-
Communication and "erformance *easurement......................................................................
Communication Tec)nology....................................................................................................... /0
Communication of t)e *aterial Communications 1roup at Intel ................................................//
Intel Corporation Company .................................................................................................... //
*aterial Communications 1roup of Intel ...............................................................................//
T)e 1roup&s Communication Strategy..................................................................................../2
Conclusion and ,ecommendations........................................................................................... /3
Bu!ine!! Management %
E&ecuti'e Summar(
The initia$ !ection of the re)ort ana$(!e! and de!cri#e! the #a!ic conce)t of
communication a! a t*o+*a( )roce!! of !hare idea!, thought! and information *ith other )er!on-
It further di!cu!!e! the )rimar( e$ement! of communication and touch u)on the a!)ect of
e'o$ution of communication o'er the (ear!- The ne&t )art of the re)ort !hed! $ight on the
im)ortance of communication from organi.ationa$ )er!)ecti'e- A! organi.ation con!i!t! of
different t()e! of )eo)$e and de)end! on their co$$ecti'e )erformance, it i! 'er( im)ortant to
integrate the *or/force through effecti'e communication !(!tem- It further e&)$ain! the
traditiona$ communication )roce!!e! in an organi.ation *here communication ta/e! )$ace in
#oth u)*ard and do*n*ard !)ira$- After that, form! of communication ha'e #een di!cu!!ed
*hich inc$ude interna$, e&terna$, forma$ and informa$ communication- The ne&t !ection of the
re)ort i! di!cu!!e! the $in/ of communication *ith other management conce)t! of human
re!ource management, inno'ation and )erformance e'a$uation- After that, different /ind! of
communication techno$og( ha'e #een di!cu!!ed *hich a!!i!t in em)$o(ee! to communicate in an
effecti'e, efficient and time$( fa!hion- The fina$ !ection of the re)ort ana$(!e! the
communication !trateg( and communication techno$og( u!ed #( Inte$ Cor)oration Com)an(- It
re$ate! $ate!t techno$ogica$ too$! and techni0ue! u!ed for communication #( the com)an( *ith
the increa!ed )roducti'it( of the em)$o(ee! in the organi.ation-
Bu!ine!! Management 1
Communication
Introduction
Communication i! a *a( or )roce!! to !hare (our fee$ing!, thought!, idea! and
information *ith the other )er!on and to ha'e tho!e fee$ing!, thought!, idea! or information
under!tood #( the other )er!on- Communication can #e a one+*a( or t*o+*a( )roce!! and it
come! in man( form! $i/e *ritten *ord!, ora$ communication or #od( $anguage- The!e are a$$ the
*a(! *e uti$i.e in order to get our me!!age acro!!- Simi$ar$( the a))roach *e u!e for the!e
techni0ue! and the *a( other! )ercei'e it can great$( inf$uence our re$ation!hi)! *ith other!-
2erha)!, inter)er!ona$ communication i! the mo!t im)ortant form of communication *hich
e!ta#$i!he! our tru!t and credi#i$it( *ith other human! 34oug$o!, "56%, )- n-d7-
The e$ement! of communication inc$ude the communicator, the recei'er, the me!!age and
the medium through *hich that me!!age i! #een !end acro!!- It !hou$d a$!o #e ac/no*$edge the
ro$e of techno$ogie! here that ha'e !ignificant$( reduced inter)er!ona$ communication- The!e
techno$ogie! ha'e a!!i!ted u! to communicate an(time from an(*here and in a time$( fa!hion-
The communication it!e$f and the mean! to communicate ha'e e'o$'ed !ignificant$( o'er the
)a!t !e'era$ thou!and (ear!- 8rom ca'e )ainting! to the de'e$o)ment of !ign!, !)eech and )o!ta$
!er'ice, and no* *ith the techno$ogica$ in'ention! !uch a! te$e)hone and com)uter!, the
communication !tandard! ha'e #een tran!formed dra!tica$$(-
It i! a *ide!)read #e$ief that in toda(9! management *or$d, the future of an( organi.ation
de)end! on the /e( !ta/eho$der! and tho!e !ta/e ho$der! inc$ude interna$ a! *e$$ a! e&terna$ one!-
The( are the em)$o(ee! of the organi.ation, it! in'e!tor! or !hareho$der!, it! co!tumer!, it!
)artner! or the mem#er of the communit( in *hich the com)an( o)erate!- Hence, organi.ationa$
communication i! a method u!ua$$( de$i#erated among )eo)$e, grou)! and organi.ationa$ $e'e$!
Bu!ine!! Management :
*ithin organi.ation in order to accom)$i!h #oth indi'idua$ target! a! *e$$ a! co$$ecti'e one!-
Therefore maintaining re$ation! *ith them i! the /e( re!)on!i#i$it( of an organi.ation and the!e
re$ation! are made through the effecti'e u!e of communication 3Shu$man, 6;<1, )-"5=+"5<7-
Importance of Communication in Organization
Communication )$a(! a critica$ ro$e in the )erformance of an organi.ation- In fact,
communication i! *hat the organi.ation )rimari$( re0uire!- It i! an indi!)en!a#$e, in!e)ara#$e
and continuou! )roce!! in the functioning of an organi.ation, >u!t $i/e the circu$ator( !(!tem of
human #od(- Therefore, communication effecti'ene!! i! nece!!ar( to #ring a$ong a$$ the !e)arate
unit! and )eo)$e in an organi.ation a! a *ho$e ? a !ing$e #od(- The 'er( e&i!tence of
organi.ation de)end! on a num#er of thing! $i/e team*or/ and $eader!hi), de$egation of
authorit( and re!)on!i#i$it( and unit( of command, each one of *hich de)end! on the
effecti'ene!! of communication- An o)en communication can #e defined a! a *or/ing
atmo!)here in *hich a$$ the *or/ force fee$ !afe and confident, are encouraged to contri#ute
idea! at e'er( $e'e$ of the organi.ation, and #e gi'en time$( information the( re0uire to out!hine
at their >o#! 3Su$$i'an, "55;, )- <;7-
Communication $a(! the ground*or/ for fo!tering and grooming the atmo!)here of an
organi.ation- The effecti'e communication he$)! to maintain re$ation!, co$$a#oration and c$arit(
*ithin an organi.ation *hich e'entua$$( $ead! to the fu$fi$$ment of #u!ine!! or organi.ationa$
goa$!- Therefore, communication i! a$*a(! a!!ociated to the !ucce!! of the com)an(- An
organi.ation9! endurance a! *e$$ a! it! o'era$$ re)utation! i! $in/ed *ith it! a#i$it( to !ucce!!fu$$(
communicate *ith it! em)$o(ee! and other centra$ !ta/eho$der! 3Seth @ Sethi, "55;, ))- %"+%=7-
Bu!ine!! Management =
Communication Process in an Organization
In a main!tream organi.ation, the head office de'e$o)! the main communication
)roce!!e! *hich are a$!o communicated *ith the regiona$ office!- The communication i!
)erformed through 'ariet( of *a(! *hich inc$ude! *ritten, 'er#a$ a! *e$$ a! through
techno$ogica$ too$! that inc$ude! te$e)hone, fa&, internet and !o on- In the !ame *a(, the
manager! in the organi.ationa$ hierarch( *or/ a! intermediate$( and the( are entit$ed to #ui$d u)
$in/! *ith the *ho$e organi.ation- The communication ta/e! )$ace in #oth do*n*ard and
u)*ard !)ira$- Mi!!ion, 'i!ion, management deci!ion! and a!!ignment! tra'e$ do*n to the
em)$o(ee! through midd$e+$e'e$ manager!- Simi$ar$(, the re)ort! and re!)on!e! to tho!e deci!ion
and a!!ignment! from the em)$o(ee! dri'e u)*ard! through the !ame manager!- So *hen *e
ta$/ a#out the f$o* of information *ithin an organi.ation, the )rimar( e$ement! inc$ude! the
encoder 3)er!on *ho i! !ending the me!!age7, decoder 3)er!on *ho i! recei'ing the me!!age7,
and mean! of channe$$ing 3the too$! u!ed to de$i'er that me!!age7 a$ong *ith the feed#ac/
mechani!m- The me!!age i! tran!ferred from !ource to*ard! the target-
Forms of Communication
Internal versus External Communication
The interna$ communication i! the )roce!! to e&change information *ith the em)$o(ee!
and other interna$ )artici)ant! *or/ing in 'ariou! di'i!ion! and de)artment! *ithin an
organi.ation- Both hori.onta$ and 'ertica$ communication ta/e! )$ace in interna$ form of
Bu!ine!! Management A
communication- Whi$e on the other hand, the e&terna$ communication ta/e! )$ace *hen *e
communicate or !hare information *ith the out!ide )$a(er!, grou)! and )artner! of the
organi.ation- The!e )artner! might inc$ude the !u))$ier!, co!tumer! or other e&terna$
!ta/eho$der! of the organi.ation-
Formal versus Informal Communication
8orma$ communication ta/e! )$ace in the form of meeting!, re)ort!, manua$! or form!-
Thi! /ind of communication f$o*! a$ong the $ine! of authorit( and management, *herea!
informa$ communication doe! not fo$$o* an( ru$e! or forma$ guide$ine!- In can #e a ca!ua$ or
)ri'ate$(+he$d communication #et*een co+*or/er!, em)$o(ee and manager, and !o on 34a'id et-
a$, 6;;1, ))- 666+66:7-
Communications link with Management Concepts
Communication and Human Resources Management
8or an( organi.ation, )eo)$e are the mo!t im)ortant re!ource- The human )otentia$ need!
to #e high$( moti'ated and a$!o trained to their #e!t to com)$( *ith the organi.ationa$ goa$!-
E'er( )er!on i! different from another *ith re!)ect to hi! )er!ona$it(, attitude, fami$( hi!tor(,
and the cu$ture he #e$ong! to- If managed )ro)er$(, the!e difference! can )ro'e to #e con!tructi'e
for the firm!- Communication )$a(! an im)ortant ro$e in the management of human re!ource-
The mo!t im)ortant re!)on!i#i$it( of the human re!ource manager i! to create a conduci'e
en'ironment for effecti'e communication #et*een the em)$o(ee! and to manage an atmo!)here
in the com)an( that i! fa'ora#$e for it- Therefore the manager !hou$d #e a rea$$( good $i!tener
and the em)$o(ee! !hou$d #e encouraged ta$/ o)en$( a#out the *or/+re$ated i!!ue! or an( other
Bu!ine!! Management <
concern!- Effecti'e communication i! a$!o uti$i.ed to e&)$ain the em)$o(ee! a#out their
re!)ecti'e )o!ition in the organi.ation, *hi$e organi.ationa$ mi!!ion and goa$! !hou$d #e c$ear$(
communicated *ith them- 2o!iti'e communication *ith the em)$o(ee! can rea$$( )ro'e to #e
#eneficia$ for the com)an( a! it moti'ate! the em)$o(ee and gi'e #oo!t to em)$o(ee9! mora$e
too- In !hort, effecti'e HR communication $ead! to $earning, team*or/, reduced am#iguit( and
increa!ed )roducti'it( 3Bordean, "566, ))- 66;+6"67-
Communication and Managing Innovation
The ingredient that i! 'ita$ for an organi.ation to #ecome an inno'ation dri'en com)an(
i! communication- I *ou$d $i/e to 0uote an o$d )ara#$e here- It goe! $i/e, BCne da( *hi$e
*andering, a man came acro!! three #ric/- He a!/ed the fir!t *or/er a#out *hat he *a! doing-
The *or/er re)$ied that I9m $a(ing #rin/- He then a!/ed the !ame 0ue!tion from the !econd
*or/er- He re)$ied that I9m a #ric/ *a$$- Then he a!/ed the third one and he re)$ied that I9m
#ui$ding a cathedra$- In !)ite of a$$ the communication too$! that came u) in the )a!t decade,
there are !ti$$ man( com)anie! that communicate *ith their em)$o(ee! $i/e the fir!t #ric/$a(er-
Em)$o(ee! are a!/ed to $a( #rin/!, #ut the( are not #eing informed that *e the( are $a(ing
#ric/!- Thi! *a( the em)$o(ee *on9t #e a#$e to ma/e much of a creati'e contri#ution to the firm-
Ho* can he !ugge!t idea! *hen he him!e$f hard$( /no*! *hat the organi.ation i! doing-
Simi$ar$( man( organi.ation! toda( treat their em)$o(ee! $i/e the !econd #ric/ $a(ing
*or/er, *here em)$o(ee! /no* that the( are a )art of a team that i! #ui$ding a *a$$- The( a$!o
/no* their )$ace in the de)artment- But the( are !ti$$ not !ure a#out the )ur)o!e of #ui$ding that
*a$$ or *here actua$$( the( fit in the #igger )icture- A$though !uch em)$o(ee! are in'o$'ed in
Bu!ine!! Management ;
)ro'iding *ith creati'e idea!, #ut the( are $imited to ma/ing #etter *a$$!- The( !hou$d ha'e the
)ro)er idea that cathedra$ *a$$! are indifferent to hou!e *a$$!-
A )reciou! fe* firm! communicate to a$$ of their em)$o(ee! the *a( third #ric/ $a(er
/ne* a#out the com)$ete conce)t of hi! *or/- Here, mo!t of the credit goe! to the cathedra$
ma/er! *ho ha'e communicated their )$an! and goa$! *hich *i$$ in return #enefit them- Becau!e
tho!e #ric/$a(er! are not >u!t #ric/ $a(ing *or/er!, #ut the( are 'er!ati$e human #eing! *ith their
*on )er!ona$it(, e&)erience, com)a!!ion, /no*$edge and )ride- Cne #ric/$a(er might ha'e
tra'e$$ed Ea!tern Euro)e and ha'e !een man( different !t($e! of cathedra$!, !o he can !hare and
contri#ute a$$ /ind of idea!- Therefore there i! a !trong $in/ #et*een communication and
inno'ation- Therefore if an em)$o(er *i!h to !ee/ inno'ate idea! from it! *or/force, it !hou$d
effecti'e$( communicate the organi.ation9! 'i!ion-
Communication and Performance Measurement
2erformance mea!urement and contro$ i! the mechani!m of co$$ecting, critica$$(
e'a$uating and re)orting information $in/ed *ith the )erformance of an indi'idua$, or a grou) of
em)$o(ee! in an organi.ation- It can in'o$'e ana$(.ing and !tud(ing the !trategie! of the
organi!ation, and to e'a$uate *hether the out)ut i! intact *ith the re0uirement of *hat *a!
intended or !hou$d ha'e #een achie'ed 3Go)inath, "55;, ))- 6+;7- Again communication i!
crucia$ for the *ho$e )erformance mea!urement and contro$ !(!tem- The fir!t !te) of
communication in thi! area in'o$'ed the c$arit( of the me!!age and information de$i'ered to the
em)$o(ee regarding hi! or her recent a!!ignment- The em)$o(ee !hou$d /no* *hat he i! needed
to do- The !econd !te) i! a#out informing the em)$o(ee a#out the )erformance )erimeter! !et #(
the organi!ation and the #enefit! in'o$'ed if the em)$o(ee ha! #een a#$e to reach that #enchmar/-
Bu!ine!! Management 65
Simi$ar$(, the em)$o(ee !hou$d a$!o #e informed a#out the )ena$t( or con!e0uence! he or !he i!
going to dea$ *ith if that em)$o(ee fai$! to com)$( *ith the !et #enchmar/-
The fina$ !te) i! a#out informing an em)$o(ee a#out hi! or her )erformance !tatu!, *hi$e
em)$o(ee! *ith good 0ua$it( *or/ are a))reciated a! it *ou$d #oo!t their mora$e- Whi$e *ea/
area! are #rought into the /no*$edge of tho!e *ho are $agging #ehind the )erformance !tandard!
!et #( the firm- Simi$ar$(, tho!e em)$o(ee! are further faci$itated on ho* the( !hou$d im)ro'e in
tho!e area!- Therefore an o)en communication cu$ture in an organi!ation doe! a*a( *ith a$$ the
am#iguit( in em)$o(ee9! mind regarding their >o# de!cri)tion and )erformance #enchmar/,
*hich automatica$$( re!u$t! in enhanced )erformance from the *or/er-
Communication Technology
Tho!e da(! are $ong gone *hen )eo)$e had to re$( on >u!t face+to+face contact in order to
communicate- When a )iece of information had to go from one hand to another in order to get to
it! target *or/ing at a di!tance- Toda(9! *or$d )ro'ide! u! *ith man( *a(! through $ate!t too$!
!uch a! te$e)hone, fa& machine or e+mai$- Cther modern *a(! to communicate $arge audience are
through the u!e of )re!entation!, $etter, re)ort! or memo 3Su$$i'an, "55;, )- <;7- Each
communication !t($e ha! it! o*n #enefit!- Whi$e face+to+face )ro'ide! u! *ith the c$eare!t !ha)e
of communication, thi! method ha! #een deemed u!e$e!! in $arge organi.ation!- Where a! e+mai$
i! a fitting *a( to communicate *hich !a'e! time a$!o, it can a$!o #e u!ed to !end information to
man( em)$o(ee! at a !ing$e time- Dideo conferencing and te$e)hone! are uti$i.ed to interact
direct$( *ith a )er!on of a grou) !itting an(*here in the Wor$d- Simi$ar$(, )re!entation! are u!ed
to con'e( (our re!earch and data in a *e$$+!tructured ta#u$ar form to the $arge audience *hi$e
ha'ing face+to+face contact a$!o- Whi$e $etter! and memo! are !ent through fa& in order
Bu!ine!! Management 66
communicate im)ortant information in!ide organi.ation- IT ha! tota$$( re'o$utioni.ed the
communication frame*or/ #( integrating a$$ the interna$ and e&terna$ !egment! of organi.ation
*hich ha! he$)ed in nurturing time$( information for a$$ the de)artment! 3Chri!ten!en, 8irat @
Tor), "55<, ))- 1"%+1":7-
Communication of the Material Communications Group at Intel
Intel Corporation Company
8ounded in 6;=<, Inte$ Cor)oration i! an American mu$tination cor)oration #a!ed in
Santa C$ara, Ca$ifornia- It i! the *or$d9! $arge!t and highe!t 'a$ued )roducer of !emiconductor
chi)!- It i! a$!o the architect of &<= !erie! of micro)roce!!or! that are found in mo!t )er!ona$
com)uter! toda(- It em)$o(! around 65A,555 em)$o(ee! that are !)read a$$ o'er the g$o#e and it
ha! recorded E:" #i$$ion re'enue in "56% 3Inte$, "56%, )- n-d7- Inte$ #e$ie'e! that organi.ation!
that are eager to accom)$i!h it! !trategic goa$! !hou$d fir!t of a$$ e!ta#$i!h *e$$+defined and c$ear
communication !trategie!- According to them, a *e$$+defined !trateg( i! the one that engage! it!
em)$o(ee! and a$!o a$ign! them *ith the organi.ation9! !trategic #u!ine!! goa$!-
Material Communications Group of Intel
The Materia$! Communication Grou) *a! created at Inter to a!!ure and guarantee that
em)$o(ee! recei'ed time$(, con!i!tent and u!efu$ communication- The( )artnered *ith
)erformance techno$ogi!t in order to en!ure that communication enhance and !u!tain
)erformance *ithin the organi.ation- Thi! grou)9! communication !trateg( and it! techno$og(
dri'en de$i'er( channe$! ha'e #een !ucce!!fu$ in ca!ting a )o!iti'e im)act on the )erformance of
the organi.ation-
Bu!ine!! Management 6"
The Groups Communication !trategy
The Materia$ Communication! !trateg( i! to de$i'er information to the em)$o(ee that i!
accurate, effecti'e and mo!t im)ortant$( time$(- The o#>ecti'e! of their communication are to
create, maintain and increa!e it! effect- The !trateg( encom)a!!e! ne* a*arene!! and a fre!h
#eha'ior- It i! a#out a change that create! moti'ation and e&citement- The communication that
!ee/! gro*th, $e!!en! critici!m, increa!e! fa'ora#$e attitude!, reduce! di!harmon( and decrea!e!
turno'er- Therefore, Inte$ ha! de'e$o)ed a !e'en+!te) need! a!!e!!ment frame*or/ in order to
a!!e!! need! for each communication, that a!!i!t in getting a 0uic/+!tart on )$anning and
de!igning communication 3Simmon!, "55;, )- n-d7- The ta#$e #e$o* i$$u!trate! )$anning !te)
u!ed #( Materia$ Communication!
4efine Communication C#>ecti'e!
S)ecific rea!on for communicating
Fi!t Ge( Mea!ure!
4e!ign action to moti'ate audience to ta/e the
action (ou need them to ta/e
Identif( Ge( Audience
Gather information !)ecific to the audience
Under!tanding Communication Channe$!
Identif( channe$! and )$ot time$ine for each
E&amine Co!t
Co!t 'ar( and de)end! on communication
channe$!, techno$og( and re!ource a'ai$a#i$it(
Te!t
Run the me!!age and channe$ on !ma$$ te!t
audience
E!ta#$i!h Indicator!
4etermine !ucce!! factor
Bu!ine!! Management 6%
"elivery Channels and Communication Technology
A! one can te$$ that communication i! the #ac/#one for !uch a $arge organi.ation $i/e
Inte$, it u!e! a))ro)riate communication and de$i'er( channe$! com)ati#$e *ith their #u!ine!!
need!- The com)an( u!e! orthodo& too$! for communicating !uch a! te$e)hone, fa& and e+mai$-
Simi$ar$( 'ideo+conferencing i! u!ed to communicate *ith e&ecuti'e! in different region!- The
Materia$ Communication! Grou) )ro'ide! a range of on$ine too$! to he$) Inte$ *ith it!
communication need!- Materia$ Doice! i! a #i*ee/$( e$ectronic ne*!$etter de$i'ered to a$$ the
em)$o(ee!- The $in/! *ithin the ne*!$etter ta/e! an em)$o(ee to a 'oice mai$ or a 'ideo that
inform! him a#out ne* information- There i! a$!o a chat room named C(#erTa$/ *here )eo)$e
from different #u!ine!! unit! are a'ai$a#$e on$ine a!!i!t em)$o(ee! *ith their concern! and
0uerie!- 8or fu$fi$$ing the communication need!, communication training! are a$!o )ro'ided to
the em)$o(ee!- Moreo'er, a !im)$e )orta$ ha! #een de'e$o)ed and connected through the internet
*here each and e'er(thing i! communicated to the em)$o(ee- 8rom hi! recent a!!ignment! to hi!
ne&t and from hi! )erformance to hi! ne&t team meet, e'er(thing i! there on each em)$o(ee9!
o*n )orta$- Fa!t #ut not the $ea!t IT+#a!ed cu!tomi.ed #u!ine!! !o$ution! that inc$ude ER2 and
SA2 are uti$i.ed in order to integrate a$$ the interna$ and e&terna$ !ta/eho$der! of the com)an(-
The a#o'e mentioned techno$ogica$ a!)ect! !ho* u! that ho* much techno$og( ha! contri#uted
to e!ta#$i!h and de'e$o) communication !tructure in Inte$ Cor)oration-
Conclusion and ecommendations
Communication i! the e!!entia$ )art of human $ife and there9! a human need to
communicate e'er( time- Crgani.ation! are run #( the grou) of )eo)$e and *ithout )ro)er
communication, the 'er( conce)t of the organi.ation *ou$d !ei.e to e&i!t- The re$ation!hi) and
interaction #et*een the em)$o(ee! in an organi.ation great$( affect! it! )erformance- Therefore
Bu!ine!! Management 61
mo!t of the organi.ation! !u))ort o)en communication en'ironment *here em)$o(ee i! *e$$
connected and inter$in/ed to the !u)er'i!or-
4e!)ite the im)ortance of effecti'e communication in an organi.ation, man( com)anie!
are !ti$$ !trugg$ing to )ractice thi! conce)t )ro)er$(- Some of the rea!on! inc$ude the i!!ue! of
!trateg(H other! inc$ude !trateg( not )ro)er$( communicated to the em)$o(ee! #ecau!e it i!
con!idered confidentia$, *hi$e !ome organi.ation! fai$ to de'e$o) a))ro)riate $ine! of
communication from to) to #ottom- So organi.ation! !hou$d communicate it! !trategic goa$!
*ith the em)$o(ee! in order to gi'e #oo!t to their mora$e and moti'ation- It a$!o he$)! in
contri#ution *ith re!)ect to inno'ation from em)$o(ee!-
A)art from that, e'er( organi.ation ha! it! o*n communication need! and a cu!tomi.ed
)$an need! to #e de'i!ed #( the management of that organi.ation after ana$(.ing the !tructure of
organi.ation and it! communication need!- Communication )ractitioner! !hou$d ha'e the )ro)er
idea a#out *hat /ind of information i! needed #( each em)$o(ee and *hich techno$og( !eem!
#e!t to de$i'er that information- The techno$og( !hou$d #e !im)$e to u!e, time$( and effecti'e-
8a!t information e&change a$!o increa!e! the readine!! of em)$o(ee! to*ard! interna$ or e&terna$
en'ironment change! and effecti'e communication a$!o re!u$t! in #etter cri!e! management-
Therefore, )ro)er communication management cou)$ed *ith the a))ro)riate, ea!( to u!e
techno$og( contri#ute! to*ard! integrating a$$ the de)artment and em)$o(ee! *ithin tho!e
de)artment *hich $ead! to the fu$fi$$ment of organi.ation goa$!-
Bu!ine!! Management 6:
Reference!
Bordean, I, 3"5667 The Im)ortance of Communication in Human Re!ource! Management, ))-
66;+6"6, #niversity of Galati, 4ata retrie'ed from htt):II>ourna$!-uni'+
danu#iu!-roIinde&-)h)IeuroeconomicaIartic$eI'ie*I661;I;=1 ))- 6"6 on 8e#ruar( 65,
"561
Chri!ten!en, F-, 8irat, 8- and Tor), S- 3"55<7 The Crgani!ation of Integrated Communication!:
To*ard 8$e&i#$e Integration- European $ournal of Mar%eting, ))-1"% ? 1":, 4ata
retrie'ed from htt):II***-emera$din!ight-comI>ourna$!-htmJ
artic$eidK6A6<:55@!ho*K)df on 8e#ruar( <, "561
4a'id, G, Wi$$iam A-, Char$e!, G- and Sa$$(, L- 36;;17 4ifference!
#et*een 8orma$ and Informa$ Communication Channe$!- $ournal of &usiness
Communication, ))- 666+ 66:, 4ata retrie'ed from
htt):II>o#-!age)u#-com-e.)ro&(-a)o$$o$i#rar(-comIcontentI%6I"I666-fu$$-)dfMhtm$ on
8e#ruar( 6, "561-
4oug$o!, H- 3"56%7 Communication- 'nline Etymology "ictionary- )- n-d, 4ata retrie'ed from
htt):II***-et(mon$ine-comIinde&-)h)JtermKcommunication on 8e#ruar( 6, "561-
Go)inath, M- 3"55;7 2erformance Management S(!tem- !IE! $ournal of Management, ))- 6+;,
4ata retrie'ed from
htt):II!earch-)ro0ue!t-com-e.)ro&(-a)o$$o$i#rar(-comIdoc'ie*IA"=%;:1;= on 8e#ruar(
6, "561-
Inte$ Cor)oration Com)an(- 3"56%7 Annua$ 8inancia$ Statement: Introduction- ))- n-d, 4ata
retrie'ed from htt):II***-intc-comIfinancia$!-cfm on 8e#ruar( 6, "561-
Bu!ine!! Management 6=
2air, D- And Bo($e, 4- 3"55:7 Interna$ and e&terna$ communication and co$$a#oration, !CM
"ew #ork, pp. 305-309, Data retrieved from htt):IId$-acm-orgIcitation-cfmJidK65;;:5:
on 8e#ruar( 6, "561-
Sethi, 4- and Seth, M- 3"55;7 Inter)er!ona$ Communication: Fife#$ood of an Crgani.ation- The
I#P $ournal of !oft !%ills, ))- "6+"=, 4ata retrie'ed from
htt):II)a)er!-!!rn-comI!o$%I)a)er!-cfmJa#!tractNidK6:"=:55 on 8e#ruar( 6, "561-
Shu$man, G- 36;<17 Crgani!ationa$ Communication: Traditiona$ Theme! @ Ne* 4irection!-
(cademic $ournal) )- "5=, 4ata retrie'ed from
htt):II#oo/!-goog$e-com-)/I#oo/!Ia#outICrgani!ationa$Ncommunication-htm$JidKGC+
%AAAAIAAL@redirNe!cK( on 8e#ruar( <, "561
Simmon!, M- 3"55;7 Communication Strategie! at a 8ortune :55 Com)an(:
The Im)act on 2erformance, )- n-d, 4ata retrie'ed from
htt):IIed*e#-!d!u-eduI)eo)$eIaro!!ettI)ieIInter'ention!IcommunicationN6-htm on
8e#ruar( 6, "561-
Su$$i'an, F- 3"55;7 The SAGE G$o!!ar( of the Socia$ and Beha'iora$ Science!, !(GE
Pu*lications+ )- <;, 4ata retrie'ed from htt):II***-!age)u#-comIref#oo/!IBoo/"%5A%;
on 8e#ruar( 6, "561-