Q.4 - Why effective communication is important for efficiency?

Explain with the channels of communication in a familiar organization which channel do you think is effective and why explain with illustrations.


³You can have brilliant ideas, but if you can¶t get them across, your ideas won¶t get you anywhere.´ This quote by Lee Iacocca (2007) emphasizes the importance of effective communication. Communication is only successful when both the sender and the receiver understand the same information as a result of the communication. The key element is ³understanding´.

Communication is effective if the message that is received is the same one that is sent (J. Davidson Frame, 2003). By successfully getting your message across, you convey your thoughts and ideas effectively. When not successful, the thoughts and ideas that you actually send do not necessarily reflect what you think, causing a communications breakdown and creating roadblocks.

As stated by J.Davidson Frame (2003), information is the lifeblood of any organization and communicating this information effectively to relevant parties is vital for the success of any project. A project team can be inefficient because its basic design ensures inefficiency, or because organization friction keeps. Poor communication can waste time and energy and cause conflict between people. Effective communication increases the morale of the employees which in turn increases the organization¶s ability to reach its goals and vision. Effective communication connects the organization and enables it to find solutions to problems and expand on success. Without effective communication an organization cannot function properly.

Alan Zaremba in Organizational Communication, Foundations for Business and Collaboration (2005) reiterates, in any situation where groups of people with differing views, cultures, and beliefs come together, barriers exist. He also believes that these barriers can be easily avoided if effective communication is practiced.

It is a useful tool for objectively evaluating the effectiveness of many forms of communication: what¶s working.Getting your point across in a well understood manner and to ensure that people get moved by it. throughout the organization. Isabelle Albanese (2007). sometimes reinforcing and sometimes conflicting. The various channels of communication used in the organization I am presently working with are described as below: Introduction: Wataniya Telecom is a Kuwait based Mobile telecom operator that was commercially launched in 1999 as the first privately owned operator in Kuwait. Anyone can achieve effective communication by using a simple tool that has an uncanny ability to pinpoint why any message works or doesn¶t work. what isn¶t working. The 4Cs can assess marketing communication. is all about effective communication. Today. Connection. and how to improve it. political communication. two basic channels of communication exist in Wataniya. Wataniya aims to become a trusted communication company that always keeps customers¶ needs at the heart of the business. from email and blogging to relationship talk. Both formal and informal channels are important as both carry messages. Credibility. and why. and Contagiousness. and plain old everyday person-toperson communication. with a market penetration of over 80%. demonstrates the 4Cs Model of communication which stands for Comprehension. Channels of Communication in Wataniya As any organization. entertainment. it delivers mobile communication services to all sectors of the Kuwait consumer and business community. 2 . as well as business communication.

Communication is evolving with time and the means have expanded with technology and different methods. orders and requests which are passed down the appropriate level in the hierarchy. Goldhaber (1986). Wataniya being a telecom organization promotes a lot of oral communication as it is quick. Communication. PMO department releases a relevant policy.Formal channels are ones which have been set up by the organization. is crucial to the success of the enterprise. requests. Gerald M. These interests may be caused by work. Messages flow in three directions: downwards. The downward message consists primarily of information which is necessary for any staff to carry-out their work. usually Human Resources along with Internal communication department play an important role in developing these channels in Wataniya. It has been estimated that managers receive over half the information they need for planning purposes through the grapevine. both formal and informal. sales and Business intelligence share information and coordinate closely for new product launch and promotions. feedback. Informal channels become the only means of communication when the formal channels become blocked or break-down. but they often carry more credibility than those coming from the formal channels. The grapevine is very powerful channel. talks that informal channels spring up by virtue of common interests between people in the organization. upwards and sideways. Helpdesk in Wataniya is primarily responsible for communicating customer grievances and technical issues to Product development for enhancements in service and quality control. Upward messages are reports. social or outside relationships. complaints etc. Its messages may frequently be distorted. creates transparency and is based on two-way communication and therefore promotes an 3 . updates or modifications need to be announced within the entire organization. such as policies and procedures. Sideway messages are usually transferred between different departments such as Marketing. A good example would be when new services.

understanding of the real information need(s) and the communication of relevant information. Training Department. Written communication in the form of Email. employee policies etc. are also carried out. Face to face communication helps in getting a better response that an email. Too many people take the easy way out and try and do everything via e-mail. Almost instant feedback through the body language and reactions of the receiver helps to gauge the level of understanding of the receiver and sender both. It is quick and helps to keep trail of different updates that happen on a timely basis. External communication in the form of print advertisement. consumes a lot of time on both sides which can be easily avoided by simply picking up the phone or going to see the person. Public relations. Information pertaining to the changes in organizational structure. Accordingly. and as the main basis for customer touch point. Looking at day to day operations of Wataniya functions and the culture there in. bonus and other benefits through personal and confidential letters. Marketing division within Wataniya functions with the help of various external contracted agencies these agencies needs to be sent regular updates through a creative brief document as per new marketing promotions and campaigns. a training session would provide better understanding 4 . SMS broadcast etc. oral communication is very effective. press releases in newspaper and on Wataniya corporate website. Call center and staff in branches use oral communication to address customers and their queries. In day to day operations of Wataniya oral communication is used for conducting management and team briefings. D. Frame (2003) states that personal discussion is the foundation of communications. meetings between various departments. is communicated through internal memos by way of mass email. Human Resources communicate in writing to employees regarding the changes in their job descriptions. reports etc is widely used in Wataniya. this however. product documents. salaries. hoardings. appointment of senior management personnel. for customer care and sales.

However. Also. we can build lasting and effective relationships. the receiver may have a completely different perception about its relevance. Yet. while being sensitive and diplomatic at the same time. There is a great risk of the message getting diluted when a responsibility gets delegated through email.in terms of the positive and negative aspects of various products and services that Wataniya offers rather than giving them a copy of the policies and procedures manual. the best way to communicate is in person. Being able to communicate effectively. This effect is amplified when you are not communicating face-toface. Communication is not only an essential aspect of these recent organizational changes. Today. employees during training have the advantage of getting their concerns and queries answered immediately and thereby ambiguity can be avoided. Conclusion: Communication is an important skill needed in all aspects of life. A team will definitely show a sense of ownership and complete tasks on time if communicated face to face. and eliminate confusion and misunderstanding that can occur. Nonverbal communication. but effective communication 5 . A face-to-face meeting gives you the opportunity to put your point across. facial gestures and eye contact help individuals understand the importance of a task and the need to complete it on time. When a feedback is provided over an email. solve problems before they become unmanageable. Technology has made communication very simple. they lack the warmth and emotion that face-to-face communication provides. such as tone of voice. numerous channels are used for internal and external organizational communication. while tools like computers score high on convenience and speed.

For an ideal communication to achieve efficiency with effectiveness. it is important that the message reflects the intention of the sender and is received correctly. Specialized business knowledge is important. but not enough to guarantee success. (Word Count: 1531) . 6 . Communication skills are vital.can be seen as the foundation of modern organizations.

Prentice Hall 7 . Marc J. 6. Thomson/South ±Western. Marketing Management. Adrienne Colella . Organizational Paramount Market Behavior and Performance. 2005 2. Gerald M. Philip Kotler .John Wiley and Sons 3. 2005. Michael A hit. Isabelle Albanese. Ivancevich. John M.C. 1986. Brown 4. Publishing. John Wiley & Sons 7.Chet Miller. Wm. millennium edition. Organizational behavior a strategic approach. The 4c¶s of truth in Communication. Organizational Communication: Foundations for Business and Collaboration. Organizational Behaviour. 2006. 5. Good year Pub. 2000. C. Andrew D. 1977. Goldhaber. Davidson J.Frame 2003. Edition 2.References 1. Edition 3. Managing Projects in Organization. Szilagyi. Edition 4. 2007. Co. Wallace. Alan Jay Zaremba.

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