Organizational communication

Introduction

Organizational communication appears to be sunk in an identity crisis (Roberts, OReilly, Bretton, and Porter, 1974). There were no or insufficient communicational theories in the past because no one was ready to take them seriously. Then the wheel took a turn, and the environment started to change. Further research was conducted on organizational theories to find new pathways of communication and interaction. Scholars then attempted to define corporate communication, and almost all the definitions had something in common. The common factor was the notion of exchange or transfer of information between different segments.

Organizational communication as a field originated a few decades back, and since then, it has developed a lot. The companies and scholars had determined the need for effective organizational communication at that time. Therefore, they took it very seriously when they realized that communication within the organization is vital for progress and growth. Concomitant with the rise of the corporation and the managerial way of doing business, it has become the norm for management theorists to define how what and why an organization should be the way it is (Juneja, n.d.).  Scholars developed theories using facts, data, social and theoretical approaches to improve organizational communication.

Theories of organizational communication: An overview

The available literature on the theories of organizational communication tells that communication is vital for the existence and growth of any organization. It is a complex process and often involves something more than just communication. It involves sharing, creation, interpretation, and storage of messages to accomplish common goals. Organizational communication is the backbone of any organization which binds the whole staff together and put them on their respective task at the proper time and make them do their work correctly according to the guidelines of clients or the boss. There are many organizational theories but, here, in this report, few of them will be discussed.

Theory of Bureaucracy

This theory was developed by Max Weber. He was a German sociologist. He developed and exemplified an ideal organizational structure. He argues that the organization should have a formal system. It will help to communicate the message effectively within the organization. This theory is a hierarchical approach in terms of organizational communication. In this format structure, each employee will get direct orders from the person above him and execute the process according to the instructions.

It is essential to organizational communication because of its effectiveness in strictly controlling workers, ensuring a whole chain of command and structure, facilitating predictability of behavior in general and, by extension, the performance of the organization, and promoting principles of workplace standardization and specialization (Conrad and Poole, 1994). Ensuring the chain of command, this theory has a strong implication in the organizations and institutions where there is a dire need to follow the instructions of superiors without any objection.

Military, Federal Bureau of Investigations, and Central Intelligence Agency (CIA) all are examples of theory of Bureaucracy.

Acceptance Theory of Authority

Chester Brand proposed this theory in 1938. He wrote a book named The Executive functions, in which he presented this theory. Brand argued that the informal organization serves three vital functions, and these are

• Communication
• Maintain discipline in the formal organization
• It also maintains the feeling of integrity and self respect of the employees.

This theory aims to promote organizational communication. It also stresses the need to engage employees in the communication channel to make communication more effective. This theory also promotes the formal channels of corporate communication.

Theory X and Theory Y

In his theory, McGregor not only underlines the development of self control, promotes creativity, and recognizes people as the greatest asset of the enterprise but also suggests that workers should be rewarded based on their performance and contribution toward the attainment of goals set by the organization (Organizational Communication Theories, 2020). The theory values the employees but, at the same time, opposes the notion of giving employees rewards on individual performances; instead, this theory argues that the employees should be rewarded equally based on achieving the goals set by the company.

Most managers in modern management settings use this model to motivate employees to open up communication channels for effective communication and obtain the companys set goals through this communication.

All these theories are critical and work better in different sectors that need a specialized kind of communication system to obtain the objectives and goals of that sector. One approach can take the lead from the other in the specific areas and specific industries, but we can not deny the role of other theories while focusing on the one needed for the organization of our interest.

Evaluate the barriers of communication at Something For Everyone (SFE)

There were specific barriers that caused the downfall of the brand “Something For Everyone (SFE). The main obstacle was the Covid 19 pandemic that invited all the other barriers. There is a list of barriers and their evaluation given below.

Physical barrier

The physical barrier, as stated earlier, was imposed due to the Covid 19 pandemic. People were unable to leave their houses, so they shifted to an online mode of shopping. The physical barrier includes distance, malfunctioning electrical equipment, and background noise (Communication, 2021).  The company was not prepared for this change. Their website was not developed enough to fulfill the needs of customers as now they were not visiting the story physically.

Emotional barrier

Emotional barriers to communication are usually due to a lack of emotional awareness or control (Gratis, 2017). Emotional barriers often restrict the usual communication channels because of frustration, fear, or anxiety. The emotional barrier was definitely there because due to the pandemic economy suffered a lot. To maintain the expenses, organizations expelled the extra employee. That caused a severe nervous and emotional breakdown in the people.

Information barrier

The informational barrier can be defined as the barrier due to lack of access to sufficient information to satisfy customers needs. In the corporate sector, it is vital to help the customers. The website of SFE was not developed enough at the start, due to which there were informational gaps that caused a massive drop in sales.

Technical barrier

Technical barriers to trade faced by our countrys exports as the most considerable non trade barriers have seriously affected Chinas economy (Tao and Chentao, 2010). Even the economies like China suffered due to technical obstacles. As we know, the website of Something For Everyone, did not allow customers to hold products in their buckets for more than 30 minutes. It was annoying for customers, and in this situation, no customer will prefer to revisit the site and shop from the brand.

Cultural barriers

Cultural barriers are the real threat to the economy in the countries where there is an abundance of people who belong to different parts of the world and from cultures. For example, a man from China who does not know how to read English will not shop easily from such a website that only offers its services in the English language.

Company’s strategy to overcome these barriers

When there is any barrier that hinders the pathway of any organization towards success and restrains it from achieving its goals, it needs to address that barrier as soon as possible, most finely and suitably. The same strategy was adopted by Something For Everyone, and they successfully achieved their targets.

Strategies for a physical barrier

Physical barriers were contained by providing a good customers care service. The helpline developed to meet customers needs helped a lot in spending the companys business within one year.

Strategies for emotional barrier

Barriers were put against the emotional obstacles as they were the most dangerous ones during the pandemic. Staff was trained and provided with proper guidelines to tackle any extreme condition put forward by any customer. As we know, Anger is detrimental to communication in many ways (Gratis, 2017), as it deters the sense to think and act rationally. It is dangerous on the part of the company and its employees as well. Both sides need to be careful, but more responsibility lands on the organizations shoulders as they are the service providers.

Strategies for information barrier

Customers were fed with accurate information continuously that helped the company to regain its lost position. It is a well known fact that effective marketing provides a solid base for success and feeding customers is a step in marketing strategy.

Strategies for technical barrier

Technical barriers related to the website and its design were addressed, and an attractive website was made to attract and facilitate customers. For example, the basket problem was solved, and now customers can keep their selected items in their basket for weeks.

Strategies for cultural barrier

Cultural barriers were addressed by developing a multi lingual website. The new website was designed to attract, engage, and facilitates people from different cultural backgrounds.

References

Communication, 1., 2021. 10 Barriers That Are Killing Your Persuasive Communication. [online] BMA Group. Available at: <https://brendamarreropr.com/10 barriers that are killing your persuasive communication/> [Accessed 2 July 2021].

Conrad, C. and Poole, M., 1994. Strategic organizational communication toward the twenty first century. 3rd ed. Fort Worth: Harcourt Brace College Publishers.

Gratis, B., 2017. Overcoming emotional barriers to communication | Typetalk. [online] Typetalk. Available at: <https://www.typetalk.com/blog/overcoming emotional barriers to communication/> [Accessed 2 July 2021].

Ivypanda. 2020. Organizational Communication Theories. [online] Available at: <https://ivypanda.com/essays/organizational communication theories/> [Accessed 2 July 2021].

Juneja, P., n.d. Popular Theories of Organizational Communication. [online] Managementstudyguide.com. Available at: <https://www.managementstudyguide.com/theories of organizational communication.htm> [Accessed 2 July 2021].

Roberts, K., OReilly, C., Bretton, G. and Porter, L., 1974. Organizational Theory and Organizational Communication: A Communication Failure?. Human Relations, 27(5), pp.501 524.

Tao, H. and Chentao, S., 2010. Research on strategies of technical barrier to trade after financial crisis. 2010 International Conference on Future Information Technology and Management Engineering, pp.403 405.