Promoting Effective Communication

Promoting
Effective
Communication
Chapter 16
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Learning Objectives
1. Explain why effective communication helps
an organization gain a competitive
advantage.
2. Describe the communication process, and
explain the role of perception in
communication.
3. Define information richness, and describe
the information richness of communication
media available to managers.
16-2
Learning Objectives (cont.)
4. Describe the communication networks that
exist in groups and teams.
5. Explain how advances in technology have
given managers new options for managing
communications.
6. Describe important communication skills that
managers need as senders and as receivers
of messages and why it is important to
understand differences in linguistic styles
16-3
Communication and Management
Communication
The sharing of
information between
two or more
individuals or groups
to reach a common
understanding.
16-4
The Importance of
Good Communication
 Increased efficiency in new technologies and

skills
 Improved quality of products and services
 Increased responsiveness to customers
 More innovation through communication
16-5
The Communication Process
16-6
 Sender – person wishing to share information

with some other person
 Message – what information to communicate
 Encoding – sender translates the message
into symbols or language
 Noise – refers to anything that hampers any
stage of the communication process
16-7
 Receiver – person or group for which the

message is intended
 Medium – pathway through which an
encoded message is transmitted to a receiver
 Decoding - critical point where the receiver
interprets and tries to make sense of the
message
16-8
Verbal Nonverbal
Communication Communication
The encoding of The encoding of
messages into words, messages by means
either written or of facial expressions,
spoken body language, and
styles of dress.
16-9
The Role of Perception in Communication
 Perception
process through which people select, organize,
and interpret sensory input to give meaning and
order to the world around them
Influenced by people’s personalities, values,
attitudes and moods as well as their experience
and knowledge
16-10
Biases
systematic
tendencies to use
information about
others in ways that
can result in
inaccurate
perceptions
16-11
 Stereotypes
simplified and often inaccurate beliefs about the
characteristics of particular groups of people
can interfere with the encoding and decoding of
messages
16-12
Information Richness and Communication
Media
Managers and their subordinates can become

effective communicators by:
 Selecting an appropriate medium for each
message—there is no one “best” medium.
 Considering information richness
A medium with high richness can carry much more
information to aid understanding.
16-13
Information Richness
 Information richness
The amount of information that a communication
medium can carry
The extent to which the medium enables the
sender and receiver to reach a common
understanding
16-14
Information Richness of Communication
Media
16-15
Face-to-Face Communication
Face-to-Face
Has highest
information richness.
Can take advantage
of verbal and
nonverbal signals.
16-16
Face-to-Face Communication
 Management by wandering around

face-to-face communication technique in which a
manager walks around a work area and talks
informally with employees about issues and
concerns.
16-17
Spoken Communication Electronically
Transmitted
 Spoken Communication Electronically

Transmitted
Has the second highest information richness.
Telephone conversations are information rich
with tone of voice, sender’s emphasis, and quick
feedback, but provide no visual nonverbal cues.
16-18
Personally Addressed Written
Communication
 Personally Addressed Written

Communication
Has a lower richness than the verbal forms of
communication, but still is directed at a given
person.
Personal addressing helps ensure receiver
actually reads the message—personal letters and
e-mail are common forms.
16-19
Impersonal Written Communication
 Impersonal Written Communication

Has the lowest information richness.
Good for messages to many receivers where little
or feedback is expected (e.g., newsletters,
reports)
16-20
 Information overload
The potential for important information to be
ignored or overlooked while tangential
information receives attention.
16-21
 Blog
A Web site on which an individual, group, or
organization posts information, commentary, and
opinions and to which readers can often respond
with their own commentary and opinions.
16-22
 Social networking site

A website that enables people to communicate
with others with whom they have some common
interest or connection.
23
Communication Networks
 Communication Networks
The pathways along which information flows in
groups and teams and throughout the
organization.
16-24
Communication Networks
 Type of communication network depends

on:
The nature of the group’s tasks
The extent to which group members need to
communicate with each other to achieve group
goals.
16-25
Communication Networks in Groups and
Teams
16-26
Organizational Communication Networks
 Organization Chart
Summarizes the formal reporting channels in an
organization.
Communication in an organization flows through
formal and informal pathways
Vertical communications flow up and down the
corporate hierarchy.
16-27
Organization Communication Networks
 Organization Chart
Horizontal communications flow between
employees of the same level.
Informal communications can span levels and
departments
Grapevine - an informal network carrying
unofficial information throughout the firm.
16-28
Formal and Informal Communication
Networks in an Organization
16-29
Information Technology and
Communication
 Intranets
A company-wide system of computer networks.
 Advantages of intranets
Lies in their versatility as a communication
medium
Can be used for a number of different purposes
by people who may have little expertise in
computer software and programming
16-30
Groupware and
Collaboration Software
 Groupware
Computer software that enables members of
groups and teams to share information with each
other to improve their communication and
performance
16-31
How to Be Successful
Using Groupware
1. Work is team-based and members are

rewarded for group performance
2. Groupware has full support of top management
3. Culture of the organization stresses flexibility
4. Groupware is being used for a specific purpose
5. Employees receive adequate training
16-32
Groupware
 Employees are likely to resist using

groupware when:
people are working primarily on their own
people are rewarded for their own individual
performances
people are reluctant to share information
16-33
Groupware
 Collaboration software
Groupware that promotes and facilitates
collaborative, highly interdependent interactions
and provides an electronic meeting site for
communication among team members.
16-34
Barriers to Effective Communication
 Messages that are unclear, incomplete,

difficult to understand
 Messages sent over the an inappropriate
medium
 Messages with no provision for feedback
 Messages that are received but ignored
16-35
Communication Skills for
Managers as Senders
16-36
Communication Skills for
Managers as Senders
 Jargon
specialized language that members of an
occupation, group, or organization develop to
facilitate communication among themselves
should never be used when communicating with
people outside the occupation, group, or
organization
16-37
Example – Photography Jargon
Unless you’re a
serious photographer
you may not
understand the terms
f-stop, bokeh, white
balance, backlight and
full-frame
16-38
Communication Skills for Managers as
Senders
 Filtering
Withholding part of a message because of the
mistaken belief that the receiver does not need
or will not want the information.
 Information distortion
Changes in the meaning of a message as the
message passes through a series of senders and
receivers.
16-39
Communication Skills For
Managers as Receivers
Be a good
Pay attention
listener
Be
empathetic
16-40
Video: Energizer
 How does Energizer use social media to

communicate with consumers?
 What does the Energizer Bunny represent to
consumers?
 How is it communicated?
16-41

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Promoting Effective Communication

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Promoting

 Increased efficiency in new technologies and

 Sender – person wishing to share information

 Receiver – person or group for which the

Managers and their subordinates can become

 Management by wandering around

 Spoken Communication Electronically

 Personally Addressed Written

 Impersonal Written Communication

 Social networking site

 Type of communication network depends

1. Work is team-based and members are

 Employees are likely to resist using

 Messages that are unclear, incomplete,

 How does Energizer use social media to

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