case study on the importance of business communication in an organization

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Importance Of Effective Communication In An Organization 2024

Effective communication is vital in all forms of life and of course even more vitally across all businesses and industries. If you don't run a tight ship then you can fall foul of confusion in the ranks.

Apple and Microsoft became highly successful companies not just because they had a great product to sell that people wanted or required, but also because their employees were all pulling in the same direction. This goal-oriented outlook came by way of effective communication from the top down, but also across with leaders of teams making sure that everyone knew what they had to do, and when it needed to be done by.

If open communication be it written or oral within a workplace is encouraged, a more cohesive and effective team will emerge, and this will show up on the bottom line. Good communication within a team also tends to build trust and boost employee morale. When managers communicate effectively, employees feel that they are well informed of the company’s direction and vision, there is no misunderstanding, and they will feel more secure within their role. 

Importance of Effective Communication in An Organization 

1. it boosts growth .

Effective communication is important when it comes to developing a better company culture and the growth and plays a pivotal role in driving growth and success in any setting, be it within a business, a team, or even personal relationships. When individuals are able to communicate their thoughts, ideas, and goals clearly and concisely, it leads to increased understanding, collaboration, and productivity. By fostering open dialogue, active listening, and clear messaging, effective communication paves the way for growth, innovation, and success.

2. It increases innovation

Effective communication plays a vital role in fostering innovation within an organization and can be achieved via idea sharing and collaboration, active listening and feedback, cross-functional communication, and transparent and inclusive communication.

On the subject of idea sharing and collaboration, when individuals feel comfortable expressing their thoughts and opinions, it creates a fertile ground for innovation.

With regards to active listening and feedback, when individuals actively listen to others' ideas and provide constructive feedback, it promotes a culture of mutual respect and encourages the free exchange of ideas. Constructive feedback helps refine and strengthen innovative concepts, leading to improved outcomes.

On the subject of cross-functional communication, effective communication facilitates collaboration across departments, teams, and disciplines, enabling the cross-pollination of ideas. By breaking down silos and encouraging interdisciplinary communication, organizations can leverage diverse skill sets and knowledge, resulting in fresh insights and breakthrough innovations.

Last but not least, transparent and inclusive communication can facilitate collaboration across departments, teams, and disciplines, enabling the cross-pollination of ideas. By breaking down silos and encouraging interdisciplinary communication, organizations can leverage diverse skill sets and knowledge, resulting in fresh insights and breakthrough innovations.

3. It improves productivity

Effective communication has a significant impact on productivity in the workplace. When communication is clear and concise, employees have a better understanding of their roles, responsibilities, and objectives. Clear communication eliminates confusion and ambiguity, enabling employees to prioritize their tasks and work efficiently towards specific goals. The end result of all that? You got it. Improved productivity.

4. It increases efficiency

Effective communication plays a key role in increasing efficiency within an organization. There are several ways in which it contributes to improved efficiency. Experts maintain that it can come via clear instructions and expectations, more streamlined processes, timely information sharing, regular feedback and performance evaluation, effective collaboration and teamwork, and better utilization of technology. By eliminating misunderstandings, facilitating quick decision-making, promoting teamwork, and leveraging technology, efficient communication optimizes workflows and resource utilization, leading to improved overall efficiency within the organization

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5. It increases loyalty

Effective communication plays a crucial role in fostering employee loyalty within an organization. When employees feel that their voices are heard, opinions are valued, and information is transparently shared, they develop a sense of trust and belonging. Open and honest communication from leaders and managers helps establish a culture of transparency and integrity, creating an environment where employees feel comfortable expressing their concerns, ideas, and feedback. By actively listening to their employees, leaders can address their needs and provide support, which in turn boosts morale and loyalty.

6. It increases employee engagement

Effective communication plays a vital role in increasing employee engagement within an organization and there are several ways to make employees more involved. These can be open and transparent communication, two-way communication, recognition and feedback, making sure that levels of expectation are clearly set out, empowerment and autonomy is provided to all levels of employees, and teams are regularly communicated to and encouraged to collaborate on tasks. Effective communication that is open, transparent, two-way, and focused on recognition, feedback, clarity, empowerment, growth, and collaboration contributes to increased employee engagement.

7. It resolves problems

Effective communication serves as a powerful tool in resolving work problems and conflicts. When faced with challenges or disagreements, open and honest communication allows individuals to express their concerns, perspectives, and emotions in an early and respectful manner. By actively listening to each other, seeking to understand different viewpoints, and engaging in constructive dialogue, parties involved can find common ground and work towards a mutually beneficial resolution. Clear communication helps clarify misunderstandings, addresses underlying issues, and prevents conflicts from escalating further.

8. It enhances skills

Effective communication plays a significant role in enhancing skills in various areas. There are many ways that it can contribute to skills development and those include; greater clarity and articulation, an increase in active listening, greater incidences of nonverbal communication, better empathy and rapport-building, advanced conflict resolution and negotiation, and more effective written communication. Overall, effective communication enhances various skills, including clarity and articulation, active listening, nonverbal communication, empathy, conflict resolution, negotiation, presentation, and written communication. By consciously practicing and refining these skills, individuals can become more effective communicators, leading to improved personal and professional growth.

Conclusion 

Communication is key in business, and those organizations that have been able to master this crucial art of open and honest channels of communication between leaders and employees, and vice versa, will be best placed to reap all of the benefits. With open, honest and effective communication organizations will be able to mitigate conflict, increase employee engagement, improved productivity, a healthy workplace culture, boosted employee satisfaction, and increased innovation. 

Can being a great communicator be taught? You bet it can! Anyone can be a great communicator with training and practice and as an added bonus, it can make you a better leaders. The best communicators and leaders spend time developing, practicing and incorporating feedback into their communication efforts. These skills can be honed by doing a leadership management and teams course , and/or a leadership and organizational development course from a leading online university that offers MBA and BBA programs. 

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Common types of communication in the workplace

Experts maintain that there are four common types of communication in the workplace, namely verbal, nonverbal, written, and visual. Verbal, or oral communication among employees and managers plays an important part because at its core it means using speech to share information with other people. 

Verbal communication: Verbal communication involves the use of spoken words, tone of voice, and effective listening. It helps in resolving misunderstandings by providing clarity and immediate feedback. Through face-to-face conversations, phone calls, or video conferences, individuals can express their thoughts, ask questions, and seek clarification in real-time, ensuring clear understanding and reducing the chances of misinterpretation.

Nonverbal communication: Nonverbal cues such as body language, facial expressions, and gestures convey important information in workplace interactions. Paying attention to nonverbal cues helps individuals understand emotions, attitudes, and intentions, which can aid in resolving communication problems. For example, observing signs of frustration or confusion allows others to respond appropriately and offer support or clarification.

Written communication: Written communication, including emails, memos, reports, and documentation, provides a clear and permanent record of information. It helps overcome communication problems by ensuring that details are accurately conveyed, allowing individuals to refer back to messages for reference or clarification. Written communication also provides time for thoughtful reflection and revision, reducing the likelihood of misunderstandings caused by hasty or impulsive responses.

Visual communication: Visual aids such as charts, graphs, diagrams, and presentations can enhance understanding and overcome communication barriers. Visual communication simplifies complex information, making it easier to grasp and remember. Visuals can be especially useful when dealing with diverse audiences or when language barriers exist, as they transcend linguistic differences and convey information in a universally understandable manner.

How to develop communication skills as a manager

Having effective management communication and an effective communication strategy can help improve many aspects of a business. There are many ways you can improve management communication in the workplace, as every company is different. Some of the best practice tips on how managers can develop and improve their management communication skills are, work on writing skills, create an open channel for communication, listen and be receptive, involve your team and be transparent, and have a primary channel of communication. 

How to develop communication skills between managers and employees at work

It goes without saying that that the importance of communication between managers and employees is one of the most important factors of any successful business. Clear and effective communication helps ensure everyone is on the same page regarding objectives, direction, and expectations. It means everyone knows where they stand. Experts maintain that there are six ways to improve communication between managers and employees and those are, meet weekly, have regular 1-2-1s, keep employees in the loop, have an open door policy with managers, take advantage of tools that improve communication, and ask for and give feedback.

How to improve communication skills of employees working remotely

There is an expression that goes, "out of sight, out of mind." When managers are dealing with employees that are not in an office environment daily, communication levels and frequency of communication can slip. But this need not be the case. Fortunately, there are examples you can look to for inspiration and guidance as you adapt to the dynamics of managing remote working teams. Good communication skills means saying good morning either on a video or via a message in Teams, engaging in casual chit chat, and trying to meet offline when possible. Be proactive with communication and don't just wait for planned meetings, and respect time differences.  

Challenges of communication training for employees

Communication is a vital skill for any trainer, whether delivering online or in-person sessions, facilitating group activities, or providing feedback. However, lack of communication and communication challenges and barriers can arise in any training scenario, affecting the quality of learning outcomes and the satisfaction of the participants. But all hope is not lost. There are ways to address these issues and ensure effective communication with training stakeholders. Identify the audience, choose the right mode of training that suits attendees, use clear and concise language, handle difficult situations, and finally evaluate and improve by using surveys, tests, observations, or feedback forms, to measure the effectiveness and impact of your communication on your audience's learning outcomes and satisfaction.

Should you invest in a leadership and communication training course for your staff?

In short, the answer is yes. The right leadership and communication development program can improve productivity, employee retention, engagement levels, corporate culture, and internal hiring. More and more studies are showing that effective communication and communication-related skills amongst employees contribute to some of an organization’s most important KPIs, including profitability, productivity, and client engagement. Whilst on the subject of leadership training, it has been proven that leadership development boosts employee engagement, increases the organization's ability to deal with gaps in the talent pipeline, and reduces the headaches and costs associated with turnover. 

What are the best communication training programs?

People learn in different ways and in accordance with their own timeframes. This is why organizations should take these things and more into account before settling on training programs that are right for your organization. Although we're biased, at Nexford, we have a broad range of online courses for you to take, whether you're interested in entrepreneurship, AI, leadership, data analytics and much more.

Mark is a college graduate with Honours in Copywriting. He is the Content Marketing Manager at Nexford, creating engaging, thought-provoking, and action-oriented content.

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The Importance of Business Communication in an Organization

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The importance of business communication is one of those things that is often overlooked. Most people assume that as long as you can type a sentence or have a voice, you can communicate. And this is true, however, that doesn't mean your communication is actually effective. For business, effective communication on several levels is required. Otherwise, not only does the business suffer internally, but the bottom line will take a hit as well.

Importance of Communication in an Organization

Effective business communication is the art of sharing information in a positive and helpful fashion. Whether this information is being conveyed to employees or customers, it is important that the best method and atmosphere is created when sharing the information. This is especially true when sharing negative information and bad news. That said, the elements of effective communication organization are the same, regardless of the kind of news or who is receiving it.

Honesty Is Key 

Even when the news is bad, and even when it's the last thing you want to do, honesty is a criteria of communication. It might make you feel better to provide half-truths or omit important facts from the interaction, but that relief is short-lived. Eventually, the truth will come out and then you're forced to provide the full details and admit you lied. It is best to tell the truth once and get it over with than to have to address the same issue repeatedly because you weren't completely honest the first time.

Make It Quick

There is no real reason to have a long intro or backstory to lead up to the main point you're trying to convey, other than to buy time (or maybe work up courage). Don't dance around the issue. State the issue, let everyone know the result or problem created by the issue, offer your solution for the issue and thank people for their time. Sometimes we get wrapped up in the emotions of the news and we forget to let people know the actionable options that exist to deal with the issue. Having notes so you stay on track can help. It is also best to wait until emotions have had a chance to settle before addressing issues, especially when dealing with staff issues.

Check Your Body Language

Your body language can support or undermine your message. For example, if you tell an employee, "My door is always open. I'm willing to listen to your thoughts and opinions," but while you talking, you're slouched against the door frame with your arms folded and a frown on your face, your words might be inviting but your body language is not. Good posture, eye contact, and an inviting facial expression will improve your workplace communication and the ability to effectively convey what you need to say.

Know Your Audience

How you convey information will depend on your audience. If you're talking to corporate insiders, you can throw in shorthand and jargon and still get your points across. However, if you're talking to your customers, you'll want to keep the jargon to a minimum. Otherwise, you could spend more time explaining the jargon that sharing the information you wanted to share.

Have a Clear Message

Before you sit down with your team, an employee or the board, know exactly what you want to say. "Winging it" just leads to miscommunication. Take notes and bring them along if you need to. Knowing exactly what you want to say will help you frame your message and make sure your lead up stays on point and drive home the point you needed to make.

Listen More

Being an effective communicator requires you to be a good listener. People want to know they've been heard. So, if you can repeat back what a person has said to you before adding your own response or counter to their argument, you have a better chance of creating a dialogue that benefits everyone.

Effective communication can be a challenge, but if you want to be an effective leader, employee or influencer, honing your communication skills will help you in your career.

• Forbes: 15 Ways To Overcome Communication Errors As A Business Leader

K.A. Francis has been a freelance and small business owner for 20 years. She has been writing about personal finance and budgeting since 2008. She taught Accounting, Management, Marketing and Business Law at WV Business College and Belmont College and holds a BA and an MAED in Education and Training.

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The Importance of Communication in an Organization

  — November 29th, 2023

Successful organizational sustainability is critically hinged on effective employer and employee communication .

This piece casts a spotlight on the imperative role of communication in organizations, ranging from fostering team cohesion, nurturing relationships, facilitating innovation, to propelling change. In a world where businesses are rapidly evolving, understanding the different communication strategies and their impact on organizational efficiency forms a compelling subject of interest.

Therefore, through this article, we will delve into the importance of organizational communication and its significant impact on overall company performance and success.

Effective communication helps unleash the power of an organization. It helps to create a healthy working environment, fostering collaboration, and increasing productivity.

Business comprises of continuous interactions with multiple parties – managers, employees and clients. Successful communication ensures the flowing of information between all relevant parties, reducing the potential for misunderstanding, dissatisfaction and lack of trust.

The Ultimate Guide to Internal Communications Strategy

The importance of effective communication in an organization.

The importance of communication in an organization can't be understated. Effective communication is the bedrock upon which lasting organizations are built. It's the lifeline that connects every corner of an organization, and it's this connectivity that fosters a sense of unity and shared purpose. Through it, everyone can collaborate to achieve a common outcome, enhancing the overall productivity and efficiency of the organization.

Organisational communication particularly plays an important role in this aspect. It not only helps in the dissemination of information but also in the coordination of tasks. When communication in an organization is clear and open, it paves the way for a healthy organizational culture where every member feels heard, understood, and valued.

Indeed, the importance of effective communication in organizations cannot be overemphasized. It's an asset that ensures the smooth running of organizations and nurtures a positive environment that promotes growth and innovation. It's a tool that bridges the gap between different hierarchies within the organization, promoting mutual respect and understanding among all members.

How Communication Builds and Maintains Relationships in an Organisation

Understanding how communication builds and maintains relationships in organisations is essential. Various communication methods play a significant role and employees must embrace them to foster a harmonious environment. For instance, effective communication helps employees understand their roles better, creating a strong bond among coworkers. The same employees perceive themselves as valuable team members and therefore, feel motivated to contribute even more. Utilizing clear communication promotes clear expectations and understanding among employees, thus minimizing misunderstandings and redundancies.

Ideas, Concerns and Feedback

Further, communication acts as an avenue for employees to express their ideas, concerns, and feedback—this openness can result in stronger relationships. Consequently, healthier relationships will lead to a pleasant work atmosphere and will certainly drive the employees' productivity up. More importantly, communication is essential in managing employee-related changes. As most employees may perceive organisational changes as threats, clear and timely communication can help mitigate these fears, indirectly building trust and confidence within the workforce. Undeniably, communication is not just an activity within organisations—it forms the backbone of any thriving work environment.

Managerial Communication Skills Help Build Relationships

Crucially, good communication needs to come from the top down. The way a manager communicates with direct employees is generally regarded as an indicator of how an organization communicates with its workforce. As described by Bisel (2012), "the supervisor-subordinate relationship is a microcosm of the organizational universe…when supervisors communicate with subordinates their interactions are an observable manifestation of an organization in action."

An interesting survey of 46 CEOs/ Senior Leaders in the UK by the Marketing Society (2013), revealed what they considered essential leadership skills for senior management:

• Giving a clear sense of direction
• Bringing the customer into the boardroom
• Communicating clearly – both inside and out
• Being flexible but not floppy
• Taking risks but not ‘betting’ the company
• Building the team around you
• Listening with humility, acting with courage
• Earning your reward through building trust

What's worth noting is that communication is, without a doubt, a basic function of management. Over 90% of personnel officials at 500 US businesses said increased communication skills are needed for success in the 21st century . This is supported by the list above where we can see that all of the named skills are in some way communication related and some, for example, number 3, are wholly focused on communication.

Effective Communication Strengthens Team Bonding

In any company , effective communication plays a crucial part in strengthening team bonding. It's the glue that holds the staff together, providing a platform for mutual understanding and collaboration. As employees engage in meaningful conversation, not only is their job satisfaction enhanced, but their sense of belonging to the team is also bolstered.

It's worth understanding that communication goes beyond exchanging information. Emotionally resonant, effective communication in the workplace can foster a culture of openness and trust among employees. This, in turn, fuels their motivation and commitment to the company's goals.

Effective strategies and tools for communication are instrumental in streamlining processes and enhancing productivity. From senior management to the newest recruit, everyone in the organization has a role to play in maintaining open channels of communication.

Therefore, emphasizing and practicing effective communication is essential in creating a cohesive, efficient, and productive workforce. The significance of communication in an organization can't be overstated as it carves the path towards collective success. Remember, a well-informed and united workforce is the backbone of a thriving business.

Building a Communication Strategy in Organizations

Incorporating a solid communication strategy in organizations is key to fostering effective organizational communication. Organizations need to ensure every bit of communication, formal or not, is geared towards achieving particular objectives. This strategy isn't just about business dealings, it's also influential in creating an environment for effective communication that strengthens all areas of the organization.

One critical aspect of the communication strategy is the careful selection and use of communication channels. Channels, whether they're formal communications like business meetings or less structured avenues, play a significant role by setting the tone and facilitating effective communication overall.

Recall the importance of communication in organizations: It's necessary for building and maintaining relationships. For instance, well-planned communication strategy enhances team bonding by ensuring everyone is on the same page. With an established strategy, organizations can foster a thriving communication culture that contributes to the overall success of the business, ultimately highlighting why effective communication is so critical in the business sector.

Create a Culture Where Communication Flourishes

"A crucial, but often overlooked function of leadership is creating a culture in which effective communication can flourish," said Greg Satell in a Harvard Business Review article  citing an incident at Google where a certain style of communication is understood because it is ingrained in the specific culture of the organization.

In this instance, "THESE ADS SUCK" could have been seen as a dressing down to Google AdWords specialists by Larry Page, however, because of the culture that had been created at Google it was instead seen as a call to action to technical engineers to use their skills to fix the problem.

What we can extrapolate from this example is that an organization's communication style is a natural extension of its culture. An open, transparent culture will naturally have an open approach to communication. Without a company culture that promotes open communication, silos can occur where valuable information and communication does not flow easily between departments and employees.

Poor workplace culture is one of the main factors that influence ineffective communication  within a company leave employees may feel disconnected from the organization and their colleagues, leading to decreased morale and decreased performance.

Encourage Managers to Communicate With Employees and Promote an Open Culture

To ensure effective communication, organizations must develop creative ideas that engage employees and keep them interested. 4 tried and tested ideas are:

• Newsletters : One way to do this is by creating employee newsletters that contain interesting stories, news updates, and other relevant content. This can help to keep employees engaged and motivated while also helping to build a sense of community within the organization. Ensure all newsletter and email content are relevant and targeted to the employees receiving the content.
• Video Conferencing and Virtual Meetings : This one is a given for most teams since the shift towards hybrid work models. However, however, managed well, without overkill video conferencing and virtual meetings create more interactive conversations.
• Doing Fun Things to Boost Morale: " All work and no play makes jack a dull boy". Keep your team morale up by doing fun things that are not work-related. They could be team nights out with karaoke, to something as small as a short online quiz once a week. It can break up the monotony of work and help team members connect outside of work - even if only for 5 minutes before a meeting starts.
• Being Available. Managers are likely to have tight schedules, jam-packed with meetings and deadlines. However, remaining open for communication is incredibly important when trying to foster a culture where communication will flourish.

By coming up with creative communication ideas, organizations can ensure that their employees stay connected, motivated, and informed.

Common Mistakes Management Makes in Communications

Poor communication can lead to misunderstandings, delays, and even conflict between managers and employees. It is essential for managers to be aware of the pitfalls of management communication in order to ensure that their team is working effectively and efficiently.

Some of the most common mistakes include;

• Sending too many emails
• Not personalizing and tailoring emails and messages
• Using the wrong communication platforms
• Poor listening
• Poor levels of feedback
• Little recognition of employee work
• Unclear goals and expectations

The list goes on. These common communication mistakes can have a lasting impact on the organization as a whole and must be avoided at all costs.

By understanding these common errors in communications, management can work towards creating a positive environment where everyone's opinions are heard and respected. This will help them build trust with their employees and ensure that everyone is working towards achieving the same goals.

Reap the benefits of effective organizational communication

Research has consistently shown that effective communication has a significantly positive effect on an organization. Among its established benefits are:

• increased productivity
• higher quality of services and products
• greater levels of trust and commitment
• increased employee engagement and higher levels of creativity
• greater employee job satisfaction and morale of employees
• better workplace relationships
• greater acceptance of change
• decreased absenteeism
• reduced staff turnover
• less industrial unrest
• reduced costs

How Organizational Communication Shapes External Communications

Organizational communication is vital and plays a key role in shaping a company's external communications. It's the pulsating heart of any business, dictating how this business communicates with the outside world. Be it sharing the company's accomplishments or addressing issues, the way an organisation communicates its message can have profound effects.

It's the business's ability, built on the foundations of effective communication, that strengthens the perception of the company externally. Robust organisational communication helps in aligning the internal communications in tune with external communications.

Consistency in the message sent out is crucial, and this is where good communication comes into play. When a business communicates effectively, it builds and maintains strong relationships not just internally, but also with customers, investors and the broader public. Shaping the narrative about the company is in the hands of the communication team.

A well-crafted communication strategy is thus essential in the realm of organisational communication, solidifying the company's standing in the market and ensuring long-term success.

Improving Communication Skills for Effective Organization

Developing communication skills in an organization is a must for an effective organization. Excellent communication is the backbone that allows for every aspect of an organization to function cohesively. The skills needed for effective communication don't just benefit the organization as a whole, but every staff member as well. When these communication skills are honed, productivity increases significantly, creating a more effective organization. It's well-known that communication shapes external communications, meaning good organizational communication directly impacts the public perception of your business.

An effective organization also relies on strong employee relationships. In fact, reinvesting in improving communication skills fosters stronger relationships, team bonding, and an overall healthier workplace culture. With a solid communication strategy, an organization's message becomes clearer and more consistent, increasing the organization's effectiveness. The importance of communication in an organization can't be understated - it's instrumental in every aspect of business operations. Remember, effective communication isn't a luxury, but a necessity for any organization aiming for success.

Strategies to Develop Communication Skills for Effective Organisational Flow

Implementing strategies to develop communication skills has always been crucial in ensuring an effective organisational flow. Effective communication, as essential as it is, helps foster a synergetic environment where every team member feels heard and valued. It's all about organizing thoughts and ideas in a way that's easily interpretable and most effective.

This isn't limited to just verbal communication. In an organisation, communication includes the exchange of information through various channels. It plays an impactful role in coordinating teams and ultimately achieving the objectives of the organisation. The ability to communicate effectively, thereby, isn’t just a skill but a necessity.

Hence, an organization will greatly benefit from focusing on communication skills. By employing strategies like workshops and meetings, employees' communication skills can be honed. This, in turn, will lead to effective communication and overall organisational success. Remember, effective communication isn't only about transmitting your ideas but also about understanding those of others.

Remote Work and Organizational Communication

In recent years, remote work has grown significantly, necessitating a shift in organizational communication strategies. This form of work demands a more diligent approach to maintaining communication, particularly from leadership. Strong communication fuels a thriving remote workplace environment, instilling a sense of unity among disjointed team members. It's important to remember that communication in this setting isn't just about email blasts and routine video calls. It extends to how well messages are crafted, received, and understood within an organization and beyond.

Effective organizational communication not only builds and maintains healthy relationships at work but also contributes to strengthening team bonding, ensuring everyone is rowing in the same direction. A sound communication strategy ensures a well-oiled work operation and a harmonious workplace, breaking down complex processes into digestible tasks. Furthermore, external communications are directly influenced by internal communications; what's well understood within, flows well outside. Organizational communication must aim at improving communication skills, developing strategies that facilitate effective organisational flow in this new era of work.

Importance of Communication while Working Remote

It's hard to overstate how important communication is when you're working remotely. Employees immersed in their work, yet isolated, require clear, effective ways to communicate. This keeps them connected and prevents crucial information from getting lost in the shuffle; it's the foundation why communication is important in the first place. Especially now, with organizations increasingly relying on remote work, we should focus on how we're communicating to ensure we maintain the same level of productivity and team bonding that we've developed in our offices.

Good communication skills are paramount, as they can make or break the dynamics of an organization. Employees who don't communicate well may miss out on key information, leading to lower efficiency. With the right communication strategies, however, we can foster an organizational flow that feels identical to the one we'd have if all the employees were in the same room. Therefore, an open line of communication is vital when you work remotely, underscoring the need for effective organizational communication. This not only maintains internal communication but also shapes our external communications.

The Challenge of Gossip and Communication in Organizations

Gossip, often overlooked, poses a real challenge for communication in organizations. It's surprisingly common in organizational settings and can significantly affect the efficiency of communication systems. It's vital to recognize this issue as part of the overall importance of communication in an organization. Gossip can undermine the trust and openness that form the bedrock of effective communication. It can distort the clarity of organizational communication, thereby posing a serious challenge to the harmony within organizations. Communication strategy often aims to eliminate or reduce gossip, focusing on fostering clear and direct communication paths.

When working remotely, the focus on communication becomes even more critical since the lines can blur easily, and gossip can thrive in the absence of face-to-face interactions. However, with the right communication skills and the willingness to confront and manage gossip, organizations can ensure a robust organizational flow. This comes down to remembering not just the importance of communication itself, but also the importance of the manner in which that communication unfolds within an organization.

Create a Comprehensive and Effective communication Strategy for Your Organization

Developing a comprehensive and effective communication strategy is essential for any organization to ensure that its employees, managers, and HR departments are on the same page. A well-crafted communication strategy should include steps that will help your organization communicate better with its employees and stakeholders. It should also be flexible enough to accommodate changes in the workplace and adapt to new technologies.

By implementing a communication strategy, your organization can improve internal communications, increase employee engagement, and ensure that everyone is kept informed of important developments. Knowing where to start can be tricky. An employee survey about the work environment could be a great starting point. With the right information and employee feedback, you can create an environment where everyone feels heard and has access to the information they need to do their job effectively.

Broadly speaking, consistent and open communication across an organization ensures all employees, from senior management to entry-level staff, understand the company's goals and culture, as well as how it presents itself to its customers and clients. In this open environment, feedback is encouraged and sought out, either through face-to-face meetings or regular surveys .

A Business Outlook study  revealed that US workers send and receive an average of 1,798 messages each day via telephone, email, faxes, papers, and face-to-face communications, while a number of industry experts estimate that the average business executive spends three-quarters of their day engaged in oral communication or written communication. What we're seeing is that the need for good communication isn't exclusive to one or two sectors, it's vital at every level of every role, in every organization.

In conclusion, organizational communication plays an indispensable role in an organization's success. It breeds better relationships, fosters understanding, ensures transparency, and fuels growth. Without effective communication, an organization cannot function optimally, leading to a compromise in productivity and employee morale. Hence, understanding and implementing efficient communication should be a top priority for every business aiming to succeed in the present competitive environment. Remember, in the realm of an organization, communication is not just a tool, but the heart that pumps vitality into every effort towards achieving a common goal.

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5 Internal Communication Case Studies and Best Practices To Follow

Alex Cleary

 on  Aug 21, 2024

in  Internal Communications

From employee engagement to workplace culture to change management, businesses often face similar challenges to each other even if those businesses are radically different. While the specifics of these challenges may differ, how other businesses solve these challenges can give you new insights into addressing your own.

We’re always interested in how our customers use ContactMonkey to solve their internal communications challenges, which is why we publish customer case studies. Learn how other businesses solve their communication challenges and get inspiration on ways you can improve your business by using an internal communications tool .

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Decode employee patterns with real-time analytics., what is an internal communication case study.

An internal communication case study examines how a company addressed a specific problem facing their organization, or achieved a specific goal. Communication is crucial for every business, and communication challenges can manifest in all kinds of situations.

An effective internal communication case study will clearly outline the problem, solution, and result of the business’ efforts to reach their goal. An internal communication case study should also outline best practices that were developed in this process, and how those best practices serve the business going forward.

Why are internal communication case studies important?

A good internal communication case study should not only explain the circumstances around a specific business’ problems and solution. It should also help others develop new ways to approach their own internal communication challenges , and shed light on common communication pitfalls that face a majority of businesses.

Whenever you’re facing a particular communication problem at your workplace, we recommend searching out a relevant internal communication case study about businesses facing similar issues. Even though the particulars may be different, it’s always important to see how internal communications problems are solved .

Featured Resource: Internal Email Benchmark Report 2023

5 Best Internal Communications Case Studies

We put together this list of our favourite ContactMonkey case studies that best demonstrate the many problems our internal communications software can be used to solve. If you want to learn more about any of these customers and see other case studies, check out our Customers page .

Easiest internal emails: drag, drop, and you’re done!

1. mettler toledo saves days on their internal communications with contactmonkey.

When Kate Kraley began as Mettler Toledo’s Marketing Communications Specialist, she wanted to use internal communications to increase engagement and improve communication with employees.

But Mettler Toledo —a global manufacturer of precision instruments for various industries—had a confusing and ineffective array of internal communications channels . Here’s how Kate took charge of internal communications at Mettler Toledo with ContactMonkey.

Kate came to an internal communications department tasked with reaching employees through a number of channels. Email was the main focus of their approach, but this encompassed many forms of communication based on email like employee newsletters, eNews, and quarterly email updates.

Kate wanted to improve the quality of their internal communications. She used a variety of tools to create their newsletters, including using Mailchimp and online HTML template builder. But because Mailchimp is not for internal communications , Kate and her team found themselves spending over 8 hours a week building their internal communications:

“We faced challenges with Mailchimp. Since we had to leave Outlook to use Mailchimp, we found it was double the work to maintain distribution lists in both Outlook and Mailchimp. The HTML builder in Mailchimp was also difficult to use as it didn’t work well with older versions of Outlook, compromising the layout.”

Kate also needed a way to determine whether Mettler Toledo employees were actually reading her internal communications. She used Mailchimp to track open rate, but wanted more in-depth measures of engagement. That’s when she switched to ContactMonkey.

Kate found ContactMonkey via the IABC Hub in 2018, and began testing it out. ContactMonkey’s all-in-one internal communications software removed the need to switch from tool to tool. Using our email template builder , Kate now builds visually stunning email newsletters and templates without having to navigate away from Outlook:

She also now has access to her own analytics dashboard . Kate analyzes numerous email metrics like open rate, click-through rate, read time, opens by device and location, and more to see which communications are driving the most engagement. With this new centralized approach, Kate knew she had found the right solution:

“Once I started using ContactMonkey, I realized I was able to save 4 hours of work a week, which translated to 25 days saved per year! ContactMonkey has helped us understand what employees are interested in!”

2. BASF Manages Their Remote Workforce with ContactMonkey

Mark Kaplan is the Global Communications Manager at BASF’s Agricultural Group —a department of the German chemical company BASF SE. Because BASF has offices and production sites around the world, Mark coordinates with other internal communicators across the company to drive employee engagement.

With the success of any business comes new challenges, and BASF isn’t any different. While Mark knew he had to keep others informed of the latest news from the BASF Agricultural Group, he was aware employees would be receiving news from other parts of the company as well.

With many different departments sending their own internal communications, Mark faced a difficult task: keeping employees engaged while being careful not to overwhelm them with countless emails and updates.

“We try to be very strategic with what we’re sending out because people are already getting a lot.”

Not only did Mark have to find a solution that made his email communications more engaging, but he also had to prove the value of whatever solution he chose to management. How could Mark show that he was increasing employee engagement while avoiding tuning out from oversaturation?

Mark began using ContactMonkey to create better internal communications for BASF employees. Using our drag-and-drop email template builder, he designs emails that maximized communication and minimized distractions, keeping information to just what his recipients needed to know.

Mark uses ContactMonkey’s email template library to save time on his email design process. He also uses the easy drag-and-drop format of the email template builder to add multimedia into his email communications to save space and increase their effectiveness:

Mark uses the email analytics provided by ContactMonkey to determine the best times to send internal emails . Not only does email analytics help Mark increase engagement on his employee emails, but he now has hard data he can show management to prove the value of his internal communications.

“ContactMonkey has been great in that I can download a report, attach it to an email, and send it to our top leadership and say, ‘Oh, wow. 88% of the organization opened this in the last 24 hours, I think we should do more of this.’ It’s that little extra credibility.”

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3. alnylam drives remote employee engagement using contactmonkey.

Employee engagement is crucial for ongoing productivity and growth, and Alnylam’s Brendon Pires wanted to leverage their internal communications to increase engagement.

Brendon is an internal communications specialist at Alnylam —the world’s leading RNAi therapeutics company—and is tasked with keeping their 2000+ employees engaged and informed. But Brendon’s existing internal communications process was leading to issues all over the place.

Like many companies, Alnylam shifted to remote work when the COVID-19 pandemic hit. Brendon knew that employees would be relying on his emails to stay up-to-date on the latest company news and announcements, but their existing internal communications tool wasn’t up to the task:

• Scheduled emails were prevented from being sent out.
• Email design was a chore with a difficult-to-use email builder.
• Intranet traffic was down and Brendon’s emails weren’t driving traffic to it.
• Email tracking was limited as many internal emails were being flagged by their tracking software’s firewall.

“We were having consistent issues and it had been going on for like a couple of months. It was one issue after the other, between emails not sending because they were getting caught in our firewall, and then tracking not being consistent. So at the end of the day it was kind of like that’s really important, you know? Obviously if I can’t send that email that’s a problem. So that’s what really drove us to look at other solutions like ContactMonkey”

Brendon and Alnylam use Outlook for their employee emails, so he began looking for alternatives to his current software. That’s when Brendon found ContactMonkey.

Right away Brendon had a much easier time creating internal emails using our email template builder. He can create stellar internal emails and email templates that drive more engagement.

Brendon also uses ContactMonkey’s embedded star ratings to let Alnylam employees rate the emails they’re receiving. This helps Brendon and his team zero-in on their most engaging email content. He also uses our email analytics to measure engagement via open rate and click-through rate. He maximizes his results on these metrics by using ContactMonkey’s scheduled email sending:

Using ContactMonkey, Brendon was able to increase email engagement and drive traffic to Alnylam’s internal intranet . He now sends emails without worry of encountering sending errors that can hinder engagement—like Outlook not rendering HTML emails .

“ContactMonkey is really easy to use and allows me to create really nice content. There’s enough customization so we can do what we really want and have some creative freedom.”

4. Travel Counsellors Ltd. Stays Connected with Remote Employees Using ContactMonkey

In an economy deeply impacted by COVID-19, countless companies had to adapt to new challenges. As Community Manager at Travel Counsellors , Dave Purcell experienced firsthand the effects on morale and engagement his over 1,900 partners experienced as result of the quarantine and resulting societal changes.

Dave wanted to regularly check-in on Travel Counsellors franchisees’ wellbeing, and measure their engagement over time. But Dave’s current method of checking-in on an audience of over 1,900 was not up to the task.

Using their existing email software, Dave encountered all sorts of problems when trying to gauge wellness and drive email engagement. He and his team were unable to create personalized internal communications , as they were told it just wasn’t possible with their existing “solution”. They also experienced numerous tracking issues, as they were receiving tracking numbers that didn’t make any sense.

“The stats we had previously were unusable and that’s the easiest way I can put it. I was getting 200% open rates, which was just impossible.”

Realizing that email tracking and personalization were must-have features for him and his team, Dave sought a new email software that could deliver what he was looking for.

With the aim of sending personalized emails and tracking wellness in his organization, Dave was immediately impressed by ContactMonkey. “I stumbled across ContactMonkey, and everything just screamed: ‘This is the right platform for us’. It’s pretty fantastic.”

Dave uses ContactMonkey’s merge tags to create personalized subject lines and body copy based on the recipient:

He also began using emoji reactions on his weekly employee newsletters , using them as a pulse check survey for his audience.

“Mindset and wellbeing have always been a big part of what we do. It’s even more so now. Our franchisees craved that personal interaction. ‘Welcome to a Brand New Week’ checks in with them on a Monday, sees how they’re feeling with emoji reactions. And we do the same on a Friday.”

In addition to customization and surveys, Dave uses our email template builder’s custom employer branding options to save time on creating his email newsletters. All of this is driven by email analytics that help Dave and his team determine which content is generating the greatest engagement.

“Our commercial team is looking at what people are engaging with in terms of link clicks and what they’re not engaging with and changing our tactic depending on that. We also send an update from our CEO and we can now track this more accurately. We’re getting a 90% open rate within two days.”

5. Exemplis Boosts Internal Communications Engagement with ContactMonkey

When Corey Kachigan arrived at Exemplis as Engagement and Communications Lead, she knew she had her work cut out for her. Exemplis—the largest volume manufacturer of office seating in North America—was experiencing rapid growth but did not have any sort of internal communications strategy . Corey knew if she wanted to properly manage Exemplis’ ongoing growth, she’d need to make internal communications an indispensable part of the business.

Before Corey arrived, Exemplis’ existing internal communications consisted only of random announcements and update emails. They had no defined approach for sending internal communications, which lead to emails that can cause employees to tune out.

“Our receptionist would email: ‘Hey, whoever left their coffee mug in the sink, please clean it and take it back to your desk.’ And it’s like, okay, that just went to 200 people.”

Corey and her team knew they had to harness their email resources better, and wanted a way to measure what employees actually wanted to see.

“We need some metrics to gauge whether this is working or not. We’re rolling out all these things, but we can’t tell if employees are even clicking these emails. Our team is inundated with hundreds of emails a day. How do we know they are reading these and how do we know they find it valuable? We have no idea.”

They also wanted to use emails to align their ever-growing employee base with Exemplis’ core values and vision. Using Mailchimp—an external marketing email tool—resulted in more problems than solutions. Corey experienced issues with importing and tracking emails within Outlook. She realized that Mailchimp is not for internal communications , and set out to find a new solution to power her employee emails.

So Corey began searching for a new email software for internal communications. Creating a definite approach to internal communications was just one priority of hers; she also wanted to prove the value of internal communications to management using hard data.

What first stood out to Corey about ContactMonkey was the crisp layout and that it worked with Exemplis’ existing Outlook system. ContactMonkey uses your company’s existing email services, and this meant Corey would no longer encounter internal email problems caused by an external tool like Mailchimp.

Corey now uses email metrics and employee feedback to inform her internal communications approach. She features pulse surveys on her internal emails, and uses the results in combination with email metrics to pinpoint what Exemplis employees want to see.

With ContactMonkey’s email analytics, Corey can point to real engagement data to back up her internal communications objectives.

“The thing I love about ContactMonkey is that it allows us to communicate more consistently with our team, but also be able to have the data to back it up. When we used to send out newsletters, we didn’t really have a way to see who did or didn’t open it, who clicked what and they couldn’t interact with the communication besides reply to me, which was super cumbersome.”

Pulse surveys that actually engage employees

Turn emails into conversations., achieve your internal communications goals with contactmonkey.

Although internal communications is a common aspect of all businesses, everyone approaches it differently. Finding out the best email practices that work for your employees is a crucial step in the quest for increased engagement.

Read even one internal communication case study and you’ll see how ContactMonkey stands out among other internal communications tools. You can create, send, and track internal emails, and collect employee feedback and email metrics to develop innovative internal communication tactics .

Whether you’re a seasoned internal communicator or new to the field, ContactMonkey can turn your internal communications into a powerful driver of productivity and growth at your organization.

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Want to see ContactMonkey in action? Book a free demo to see how our internal communications software can transform your employee emails:

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The importance of organizational communication

From watercooler chats to crisis communication, the way companies share information can make or break them.

Humans are hardwired for communication. We communicate to share ideas, strengthen relationships, solve problems, and overcome challenges in our professional and personal lives. 

How we choose to speak to our colleagues, employees, and clients might seem like an incidental part of doing business, but effective organizational communication can be vital to a growing company’s success. The orderly flow of information within an organization, from those who have it to those who need it, can make an enormous difference.

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What is organizational communication?

Organizational communication is a technical term used to describe how people within a company share information and speak to one another, their clients, and their customers. It’s part of the wider field of communication theory, which is itself an attempt to analyze and understand how humans, animals, and even plants convey information to one another.

Organizational communication can be classified as either formal or informal. It includes everything from the style and content of press releases, to the channels and software used to keep teams connected and cooperating on projects. 

Types of organizational communication

Because organizational communication is such a broad and complex topic, it can be helpful to break it down into categories. Most communication within a business can be described using four key attributes:

Formal vs. informal

Formal communication takes place between people who have a clear hierarchy within an organization, such as between a boss and an employee , or between the company and a customer. It tends to be more scripted than informal communication. 

Informal communication takes place between people who have a more equal footing within an organization, such as between coworkers or friends. It’s typically more spontaneous and less controlled than formal communication.  

Internal vs. external

Internal communication takes place within an organization, typically between people who work for the same company. 

External communication is the kind of communication that takes place between an organization and the people outside of it, such as its customers or the general public. 

Verbal vs. nonverbal

Verbal communication is the kind of communication that uses words, either spoken or written. 

Nonverbal communication is the kind of communication that doesn’t use words, like body language , facial expressions, or tone of voice.

One-way vs. two-way

One-way communication is the kind of communication where information flows in only one direction, from the sender to the receiver. Notice board postings and press releases are examples of one-way communication.

Two-way communication is the kind of communication where information flows in two directions, from the sender to the receiver and back again. Team meetings and work Slack channels are examples of two-way communication.

Benefits of good organizational communication

As with so many aspects of life, open and clear communication is the foundation of a healthy relationship. If your company can’t communicate effectively with itself or with its customers, things can start to fall apart rapidly. 

A good organizational communication strategy ensures that everyone within the business is on the same page and aware of the company’s goals and objectives . It helps to strengthen and maintain relationships between employees, their customers, and their clients. And it can help to improve the overall efficiency of the business by allowing the orderly flow of information between the employees with valuable knowledge and the employees who need it.

What happens when you have ineffective organizational communication?

Ineffective organizational communication might seem like a small issue, but it can quickly snowball into major problems for your business. Misunderstanding instructions or simply not having the relevant information can lead to employees making costly mistakes. Customers can feel left in the dark or ignored, and decide to take their business somewhere else. Clients might perceive your poor communication as incompetence or indifference to their needs.

Employee morale also suffers when communication breaks down. Without transparency and openness, teams can become siloed and workers can feel isolated from the wider company culture . Learning about important business updates, such as an upcoming office move, through the grapevine rather than from a manager can lead to a sense of secrecy and negativity around the office.

How to create a successful organizational communication strategy

If you want to improve communication within your organization, there are a few steps you can take to make it happen:

• Support two-way communication by setting up channels where employees can give feedback and ask questions. This can be as simple as setting up a Slack channel for open discussion or holding regular team meetings.
• Make sure everyone has access to the same information by using a centralized system such as an intranet or an online knowledge base . This will help to avoid confusion and miscommunication.
• Encourage transparency by being open about the company’s plans and objectives. Employees will feel more invested in the business when they know where it’s going and why.
• Let employees feel like their voices are being heard by regularly asking for feedback and acting on it. This will help to build trust and improve morale.

Finally, make sure you’re using the right tools for the job. The right communication tools will make it easier for employees to stay connected and will help to improve the flow of information.

The role of leadership in organizational communication

Good organizational communication strategy starts with strong leadership . Leaders set the tone for how communication will work within the company, and it’s up to them to create an environment where employees feel comfortable sharing information and asking questions. 

Leaders also need to be role models for effective communication. When a leader constantly interrupts people or sends long-winded emails, that behavior is more likely to be replicated throughout the company. But if a leader is concise and to the point, that kind of communication will become the norm.

Related articles

Why organizational communication is important in the workplace

Organizational communication is an integral part of any business, no matter the size or shape of the organization, so all leaders need to be aware of it. By understanding when it’s appropriate to use one-way communication; when to be transparent with teams; when to be informal with colleagues; and how to use the right tools to share information, you can create a communication strategy that will help to improve the overall efficiency of your business.

Steve Hogarty is a writer and journalist based in London. He is the travel editor of City AM newspaper and the deputy editor of City AM Magazine , where his work focuses on technology, travel, and entertainment.

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Managing Organizational Communication

Overview The Importance of a Comprehensive Communication Strategy Building a Communication Strategy Audience Vehicles and Approaches Types of Messages Legal Issues

Communication is a vital management component to any organization. Whether the purpose is to update employees on new policies, to prepare for a weather disaster, to ensure safety throughout the organization or to listen to the attitudes of employees, effective communication is an integral issue in effective management. To be successful, organizations should have comprehensive policies and strategies for communicating with their constituencies, employees and stakeholders as well as with the community at large.

The following communication topics are discussed in this toolkit:

• The impact of effective and ineffective communication on the organization and its employees.
• How to build an effective communication strategy.
• The various constituencies affected by the communicated information.
• Measuring results.
• How to select the appropriate audience for each type of message.
• The types of communication methods used in organizations.

The Importance of a Comprehensive Communication Strategy

Most HR professionals and organizational leaders agree that linking corporate communication to business strategy is essential to effective and consistent business operations. With a formal and comprehensive communication strategy, organizations can ensure that they:

• Communicate consistent messages.
• Establish a recognizable employment brand.
• Deliver messages from the top that are congruent with the organization's mission, vision and culture.

The impact of effective communication

Effective communication may contribute to organizational success in many ways. It:

• Builds employee morale, satisfaction and engagement.
• Helps employees understand terms and conditions of their employment and drives their commitment and loyalty.
• Educates employees on the merits of remaining union-free (if that is the organization's goal).
• Gives employees a voice—an increasingly meaningful component of improving employees' satisfaction with their employer.
• Helps to lessen the chances for misunderstandings and potentially reduces grievances and lawsuits.
• Improves processes and procedures and ultimately creates greater efficiencies and reduces costs.

The impact of ineffective communication

Ineffective communication may increase the chances for misunderstandings, damage relationships, break trust, and increase anger and hostility. Ineffective communication may stem from poorly aligned strategy, a failure to execute the strategy, use of the wrong communication vehicle, bad timing, and even nuances such as word choice or tone of voice. See  The Cost of Poor Communications and The 7 Deadliest Communication Sins .

Two-way communication

HR professionals may initially think of communication mainly in the context of delivering messages to employees about business issues, policies and procedures, but two-way communication plays an essential role in a comprehensive communication strategy. Listening to employee issues and concerns builds loyalty and drives improved productivity. Organizational leaders can learn through listening about issues or concerns before they become formal grievances or lawsuits. They can also discover potential employee relations issues and learn about attitudes toward terms and conditions of employment. See  Three Steps to Turn Up Your Listening Skills and Open and Transparent Communication .

Building a Communication Strategy

To develop a communication strategy, employers should begin by linking communication to the strategic plan, including the organization's mission, vision and values; its strategic goals and objectives; and its employment brand.

Effective communication strategies:

• Safeguard credibility to establish loyalty and build trust.
• Maintain consistency to establish a strong employment brand.
• Listen to employees and to members of the leadership team.
• Seek input from all constituencies.
• Provide feedback.
• Prepare managers in their roles as organizational leaders.

A communication strategy includes the following elements:

• Highly effective strategies that are often top-down, with senior management setting the tone for a cascading series of messages.
• A budget that allows for the use of various types of communication vehicles depending on the message to be delivered and any unique issues associated with it.
• A process by which leaders evaluate any particular situation driving the need to communicate and from which key messages will emerge.
• A method for generating feedback and using it to shape follow-up messages.
• A customized delivery approach with communication materials that are easy to understand.

Constituencies

Everyone in the organization has a role to play in communication:

• The CEO and senior managers are ultimately responsible for setting the tone and establishing organizational culture. Key leaders should be coached on their role in ensuring effective companywide communication.
• The HR professional and communication leader also have critical roles, especially in challenging economic environments.
• Managers are responsible for daily communication with their employees and for relating to their peers and colleagues.
• All employees have a responsibility to voice concerns and issues, provide feedback, and listen effectively.

Communication training may encompass any number of topics, including:

• Company communication policies.
• Effective writing and presentation skills.
• Train-the-trainer initiatives.

A strong training component will not only equip leaders to communicate effectively with their teams and other organizational leaders, it will also help them understand the appropriate communication channels and protocols.

Responding to employee issues

There is no better way to cause resentment among employees than to ask them for feedback and then fail to act in response to their concerns. Honest, constructive feedback from employees starts with trust and the understanding that employees can voice their concerns without fear of retaliation. See  Employee Engagement Surveys: Why Do Workers Distrust Them?

Dealing with external media

External communications—including public and community relations—may also be a part of an organization's communication strategy. HR professionals, in conjunction with public relations professionals and top management, should develop formal policies and procedures for dealing with external media.

Measuring results

While organizations generally agree that measuring and quantifying results of communication plans are beneficial, this goal is difficult to accomplish. Given the elusive nature of communication data, determining a cost-benefit ratio, for example, may be challenging. Did the organization fare better because of the manner in which it communicated crucial information about a merger or acquisition? Was the impact of a reduction in force on morale mitigated by the way in which employees were told?

Despite the difficulty of doing so, organizations should strive to collect qualitative and quantitative information to evaluate their efforts:

• Qualitative data may include anecdotal evidence that employees' attitudes were improved after the handling of an emergency situation or that focus group information supported the strategy for communicating benefits changes to employees.
• Quantitative data may include measures such as turnover rates, productivity rates and employee satisfaction benchmarks, as well as use of employee service center options.

See  Measuring the ROI of Employee Engagement .

Identifying audience issues is a key task in ensuring effectiveness in any communication strategy. What is the ideal audience for a particular communication? The audience may include everyone who influences or is influenced by the information being shared. For the most effective communication, audience size must also be appropriate given the information being shared and whether interaction will be permitted. If organizations anticipate that employees will have a number of questions regarding a new and unique benefit offering or a new procedure, for example, audience size should be limited so that questions can be adequately addressed.

Communicating "up"

While much of a communication strategy is focused on imparting information to employees, another central component is permitting employees to have a voice with members of senior management. Having a voice is a critical employee relations issue that affects satisfaction and engagement. See  7 Tips to Increase Employee Engagement Without Spending a Dime and Communicating with Two Ears and One Mouth .

Geographically dispersed audience

Organizations may have multi-unit operations with a variety of worksites within a city, state or country, or even globally. The more geographically dispersed and the more interdependent these groups are in their need to work together to solve problems, the greater the challenges are to the communication strategy. See  How to Use Technology to Support Remote Teams and Communicating with Diverse Audiences .

Diversity and global issues

Audiences for organizational communication may embody many dimensions of diversity: age, disability, ethnicity/national origin, gender and race, for example. Diverse audiences may have different perceptions and expectations when giving or receiving information, and these differences should be considered when developing messages to a broad audience. See  Cross-Cultural Sensitivity and Communication .

Vehicles and Approaches

One of the major challenges in developing and executing communication plans is to select the best vehicles for delivering any given message to and from employees. With so many choices, such as face-to-face communication, electronic media, meetings, printed materials and webinars, the decision becomes quite complex. Is the communication best suited for an electronic message via e-mail or for a face-to-face meeting? Should communication be mailed to the home address of the employee if family members are affected by the news, such as in a benefits update, or is it best communicated in a meeting conducted on work time?

New forms of electronic media raise additional questions. With social media opportunities available to any individual, HR professionals may need to consider not only strategies to tap into this medium but also policies for employees using this medium to communicate among themselves. See  Texts and E-Mails vs. Oral Communication at Work: Which Is Best? and Study: Tech Miscommunications May Erode Employee Engagement .

When selecting the best communication vehicle, organizational leaders should consider:

• Timing. The timing of the information may be imperative, such as in emergency situations.
• Location. Employees' location may affect this selection. Are all employees in one building, at multiple sites or situated globally? Do they work virtually?
• Message. Another issue that affects the decision is the sensitivity of the information. For layoff or termination information, most professionals agree that face-to-face meetings trump any other means of communication, but some issues may make these meetings impossible due to the geographic location of the employees, the number of employees affected and other factors.

Organizational leaders have many options, including the following, when selecting a communication vehicle.

The employee handbook is used to communicate standard operating procedures, guidelines and policies. The handbook is also used to communicate the organization's mission, vision and values, helping to establish an organizational culture and employment brand. While most employee handbooks traditionally have been produced in print format, more organizations are moving toward an electronic format, allowing for easy updating, documentation and review, especially when all employees have access to computers. See  SHRM Employee Handbook Builder .

Newsletters

Newsletters are used to communicate new information about the organization, its products and services, and its employees. Newsletters may be in print or electronic format and may be sent to the employee as well as to his or her family, especially when the news directly affects family members. Newsletters may be published on a regular basis (weekly, monthly, quarterly) or whenever the organization has news to report.

Town hall meetings

Town hall meetings are an option to gather employees together to share news, celebrate successes or communicate companywide information that affects all employees. These meetings are most effective when employees are physically located in one geographic area, but for some critical meetings, employees may be brought to one central location. Alternatively, town hall meetings may be held in various locations when employees are widely dispersed geographically or may be held electronically via webinars or teleconferences.

Electronic communication is a fast and easy way to reach many employees at once. It may be best used when information is urgent, such as in emergencies. E-mail communication presents some difficulties because tone of voice and inflection are absent, making an ironic or sarcastic remark appear rude or harsh, which may not be the intended message.

Face-to-face meetings

Face-to-face meetings with employees are one of the best ways to relay sensitive information. During layoffs or restructurings or when handling employee performance issues, face-to-face communication is generally preferred.

The telephone is another way to communicate information to employees. Whether it is used in the traditional sense when face-to-face communication is not physically possible or in more state-of-the-art communication via webinars or voice mail blasts, the telephone is a staple in communication vehicles.

Surveys/polls

Two-way communication is vital to any effective communication strategy, and developing formal tactics to listen to employees is essential. Employers can elicit fast feedback through surveys and polls about specific issues (like a new benefit or policy) or general concerns.

Storytelling creates a picture through words so that the message becomes memorable. Organizational leaders are beginning to understand how storytelling can be used as a powerful business tool to impart company culture, to create an employment brand, and to build trust and loyalty among employees.

Social media

Many individuals regularly use social media sites like Twitter, LinkedIn and Facebook, not only for recreational purposes but as a business communication tool. Social media can help recruiters source top talent, help salespeople identify potential contacts and allow employees to keep in touch with their leaders. HR professionals should ensure that company policies are updated so that social media is used appropriately in the workplace. 

Messaging apps

Messaging applications such as Jabber and Slack and chatbots that interact with applicants and employees through automation may be the future of workplace communication. The next generation of workers prefer chat and messaging apps over traditional e-mail. 

Virtual team meetings

Organizations may have employees located across the city or across the globe and may need to rely on virtual team meetings to get work done. Setting expectations and establishing protocols are vital steps in ensuring that communication will be effective. Since written communication, whether in print or in electronic format, can hide tone of voice, inflection and other nuances of communication, many work teams rely on videoconferences and Internet-based technologies to make virtual meetings more productive.

The "grapevine"

One of the most used and undermanaged tools for employee communication is the proverbial grapevine. Watercooler discussions are still a mechanism for employees to hear the latest news unfiltered by management, and they continue to be a source for employees in learning the inside story. Employers must be mindful that whatever formal communication strategy is used, the grapevine still exists and will be tapped by employees at all levels. The grapevine should not be discounted when considering the best tool to listen to and learn about employee issues.

Types of Messages

The type of message sent is a major factor in choosing the appropriate communication channel.

Standard operating procedures

There are many ways to communicate policies and procedures—staff meetings, employee orientation sessions and one-on-one coaching, for example—but employee handbooks are still the best way to deliver a consistent message to all employees with respect to standard operating procedures.

General business updates

General organizational updates may be communicated through newsletters, e-mails or town hall meetings or in small group huddles.

Bankruptcy, downsizing and restructuring

Employers should use several different communication means to announce and update employees when an organization faces bankruptcy, a restructuring or a downsizing. Whether in regular briefings by top leaders—through voice mail blasts, e-mail alerts or town hall meetings—or in departmental or group meetings, the employer needs to keep employees apprised of whatever information may be necessary to keep the organization running smoothly. See  Layoffs Require Communication, Compassion and Compliance .

Benefits changes

Communication regarding employee benefits may greatly affect employees' perceptions of the value of their compensation package and, moreover, the value of their employment with an organization. Accordingly, benefits communications should be planned carefully using means appropriate to the circumstances: printed messages, virtual or face-to-face meetings, one-on-one briefings, and so on. Major benefits changes—such as a new carrier or new options—require a more comprehensive approach than the one used for routine updates. See  Make Your Benefits Website a Year-Round Hub .

Emergencies

Emergencies—such as those caused by weather, violent employee behaviors, natural catastrophes or terrorists—require quick and effective communication to ensure the health and safety of employees and their families. A comprehensive disaster plan, complete with communication strategies and standard policies for dealing with emergencies, should be a requirement for all organizations. See  Managing Through Emergency and Disaster .

Merger or acquisition

Communication issues with mergers and acquisitions are a high priority for HR professionals. HR professionals must consider how to communicate new benefits plans, new operating procedures, a new company culture, revised organizational charts and myriad other issues during mergers and acquisitions.

Outsourcing

Organizations may find that some business functions are handled better through outsourcing. Communication is vital to explain the change and the rationale to employees, as well as in developing new strategies for communicating with the outsourced vendor.

Legal Issues

Some communications come with legal constraints and/or guidelines that impact the message being delivered or how the employer delivers the information. For example, employers may face charges of unfair labor practices as a result of how it communicates to employees the company's desire to remain union-free. See  Union Communication Guidance: TIPS and FOE .

Employers may also be limited in discussing employees' personal information; even in circumstances where there are no legal restrictions, employers are cautioned against breaching employee privacy in many circumstances.

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1. WHAT IS TECHNICAL COMMUNICATION?

1.4 Case Study: The Cost of Poor Communication

No one knows exactly how much poor communication costs business, industry and government each year, but estimates suggest billions.  In fact, a recent estimate claims that the cost in the U.S. alone are close to $4 billion annually! [1] Poorly-worded or inefficient emails, careless reading or listening to instructions, documents that go unread due to poor design, hastily presenting inaccurate information, sloppy proofreading — all of these examples result in inevitable costs. The problem is that these costs aren’t usually included on the corporate balance sheet at the end of each year; if they are not properly or clearly defined, the problems remain unsolved.

You may have seen the Project Management Tree Cartoon before ( Figure 1.4.1 ); it has been used and adapted widely to illustrate the perils of poor communication during a project.

The waste caused by imprecisely worded regulations or instructions, confusing emails, long-winded memos, ambiguously written contracts, and other examples of poor communication is not as easily identified as the losses caused by a bridge collapse or a flood. But the losses are just as real—in reduced productivity, inefficiency, and lost business. In more personal terms, the losses are measured in wasted time, work, money, and ultimately, professional recognition. In extreme cases, losses can be measured in property damage, injuries, and even deaths.

The following “case studies” show how poor communications can have real world costs and consequences. For example, consider the “ Comma Quirk ” in the Rogers Contract that cost $2 million. [3]   A small error in spelling a company name cost £8.8 million. [4]   Examine Edward Tufte’s discussion of the failed PowerPoint presentation that attempted to prevent the Columbia Space Shuttle disaster. [5] The failure of project managers and engineers to communicate effectively resulted in the deadly Hyatt Regency walkway collapse. [6]   The case studies below offer a few more examples that might be less extreme, but much more common.

In small groups, examine each “case” and determine the following:

• Define the rhetorical situation : Who is communicating to whom about what, how, and why? What was the goal of the communication in each case?
• Identify the communication error (poor task or audience analysis? Use of inappropriate language or style? Poor organization or formatting of information? Other?)
• Explain what costs/losses were incurred by this problem.
• Identify possible solution s or strategies that would have prevented the problem, and what benefits would be derived from implementing solutions or preventing the problem.

Present your findings in a brief, informal presentation to the class.

Exercises adapted from T.M Georges’ Analytical Writing for Science and Technology. [7]

CASE 1: The promising chemist who buried his results

Bruce, a research chemist for a major petro-chemical company, wrote a dense report about some new compounds he had synthesized in the laboratory from oil-refining by-products. The bulk of the report consisted of tables listing their chemical and physical properties, diagrams of their molecular structure, chemical formulas and data from toxicity tests. Buried at the end of the report was a casual speculation that one of the compounds might be a particularly safe and effective insecticide.

Seven years later, the same oil company launched a major research program to find more effective but environmentally safe insecticides. After six months of research, someone uncovered Bruce’s report and his toxicity tests. A few hours of further testing confirmed that one of Bruce’s compounds was the safe, economical insecticide they had been looking for.

Bruce had since left the company, because he felt that the importance of his research was not being appreciated.

CASE 2: The rejected current regulator proposal

The Acme Electric Company worked day and night to develop a new current regulator designed to cut the electric power consumption in aluminum plants by 35%. They knew that, although the competition was fierce, their regulator could be produced more affordably, was more reliable, and worked more efficiently than the competitors’ products.

The owner, eager to capture the market, personally but somewhat hastily put together a 120-page proposal to the three major aluminum manufacturers, recommending that the new Acme regulators be installed at all company plants.

She devoted the first 87 pages of the proposal to the mathematical theory and engineering design behind his new regulator, and the next 32 to descriptions of the new assembly line she planned to set up to produce regulators quickly. Buried in an appendix were the test results that compared her regulator’s performance with present models, and a poorly drawn graph showed the potential cost savings over 3 years.

The proposals did not receive any response. Acme Electric didn’t get the contracts, despite having the best product. Six months later, the company filed for bankruptcy.

CASE 3: The instruction manual the scared customers away

As one of the first to enter the field of office automation, Sagatec Software, Inc. had built a reputation for designing high-quality and user-friendly database and accounting programs for business and industry. When they decided to enter the word-processing market, their engineers designed an effective, versatile, and powerful program that Sagatec felt sure would outperform any competitor.

To be sure that their new word-processing program was accurately documented, Sagatec asked the senior program designer to supervise writing the instruction manual. The result was a thorough, accurate and precise description of every detail of the program’s operation.

When Sagatec began marketing its new word processor, cries for help flooded in from office workers who were so confused by the massive manual that they couldn’t even find out how to get started. Then several business journals reviewed the program and judged it “too complicated” and “difficult to learn.” After an impressive start, sales of the new word processing program plummeted.

Sagatec eventually put out a new, clearly written training guide that led new users step by step through introductory exercises and told them how to find commands quickly. But the rewrite cost Sagatec $350,000, a year’s lead in the market, and its reputation for producing easy-to-use business software.

CASE 4: One garbled memo – 26 baffled phone calls

Joanne supervised 36 professionals in 6 city libraries. To cut the costs of unnecessary overtime, she issued this one-sentence memo to her staff:

After the 36 copies were sent out, Joanne’s office received 26 phone calls asking what the memo meant. What the 10 people who didn’t call about the memo thought is uncertain. It took a week to clarify the new policy.

CASE 5: Big science — Little rhetoric

The following excerpt is from Carl Sagan’s book, The Demon-Haunted World: Science as a Candle in the Dark, [8] itself both a plea for and an excellent example of clear scientific communication:

The Superconducting Supercollider (SSC) would have been the preeminent instrument on the planet for probing the fine structure of matter and the nature of the early Universe. Its price tag was $10 to $15 billion. It was cancelled by Congress in 1993 after about $2 billion had been spent — a worst of both worlds outcome. But this debate was not, I think, mainly about declining interest in the support of science. Few in Congress understood what modern high-energy accelerators are for. They are not for weapons. They have no practical applications. They are for something that is, worrisomely from the point of view of many, called “the theory of everything.” Explanations that involve entities called quarks, charm, flavor, color, etc., sound as if physicists are being cute. The whole thing has an aura, in the view of at least some Congresspeople I’ve talked to, of “nerds gone wild” — which I suppose is an uncharitable way of describing curiosity-based science. No one asked to pay for this had the foggiest idea of what a Higgs boson is. I’ve read some of the material intended to justify the SSC. At the very end, some of it wasn’t too bad, but there was nothing that really addressed what the project was about on a level accessible to bright but skeptical non-physicists. If physicists are asking for 10 or 15 billion dollars to build a machine that has no practical value, at the very least they should make an extremely serious effort, with dazzling graphics, metaphors, and capable use of the English language, to justify their proposal. More than financial mismanagement, budgetary constraints, and political incompetence, I think this is the key to the failure of the SSC.

CASE 6: The co-op student who mixed up genres

Chris was simultaneously enrolled in a university writing course and working as a co-op student at the Widget Manufacturing plant. As part of his co-op work experience, Chris shadowed his supervisor/mentor on a safety inspection of the plant, and was asked to write up the results of the inspection in a compliance memo . In the same week, Chris’s writing instructor assigned the class to write a narrative essay based on some personal experience. Chris, trying to be efficient, thought that the plant visit experience could provide the basis for his essay assignment as well.

He wrote the essay first, because he was used to writing essays and was pretty good at it. He had never even seen a compliance memo, much less written one, so was not as confident about that task. He began the essay like this:

On June 1, 2018, I conducted a safety audit of the Widget Manufacturing plant in New City. The purpose of the audit was to ensure that all processes and activities in the plant adhere to safety and handling rules and policies outlined in the Workplace Safety Handbook and relevant government regulations. I was escorted on a 3-hour tour of the facility by…

Chris finished the essay and submitted it to his writing instructor. He then revised the essay slightly, keeping the introduction the same, and submitted it to his co-op supervisor. He “aced” the essay, getting an A grade, but his supervisor told him that the report was unacceptable and would have to be rewritten – especially the beginning, which should have clearly indicated whether or not the plant was in compliance with safety regulations. Chris was aghast! He had never heard of putting the “conclusion” at the beginning . He missed the company softball game that Saturday so he could rewrite the report to the satisfaction of his supervisor.

• J. Bernoff, "Bad writing costs business billions," Daily Beast , Oct. 16, 2016 [Online]. Available:  https://www.thedailybeast.com/bad-writing-costs-businesses-billions?ref=scroll ↵
• J. Reiter, "The 'Project Cartoon' root cause," Medium, 2 July 2019. Available: https://medium.com/@thx2001r/the-project-cartoon-root-cause-5e82e404ec8a ↵
• G. Robertson, “Comma quirk irks Rogers,” Globe and Mail , Aug. 6, 2006 [Online]. Available: https://www.theglobeandmail.com/report-on-business/comma-quirk-irks-rogers/article1101686/ ↵
• “The £8.8m typo: How one mistake killed a family business,” (28 Jan. 2015). The Guardian [online]. Available: https://www.theguardian.com/law/shortcuts/2015/jan/28/typo-how-one-mistake-killed-a-family-business-taylor-and-sons ↵
• E. Tufte, The Cognitive Style of PowerPoint , 2001 [Online]. Available: https://www.inf.ed.ac.uk/teaching/courses/pi/2016_2017/phil/tufte-powerpoint.pdf ↵
• C. McFadden, "Understanding the tragic Hyatt Regency walkway collapse," Interesting Engineering , July 4, 2017 [Online]: https://interestingengineering.com/understanding-hyatt-regency-walkway-collapse ↵
• T.M. Goerges (1996), Analytical Writing for Science and Technology [Online], Available: https://www.scribd.com/document/96822930/Analytical-Writing ↵
• C. Sagan, The Demon-Haunted World: Science as a Candle in the Dark, New York, NY: Random House, 1995. ↵

Technical Writing Essentials Copyright © 2019 by Suzan Last is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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