Effective Communication As A Strategy For Enhancing Organizational Performance

Effective Communication As A Strategy For Enhancing Organizational Performance
Abstract
This research study was conducted in order to examine “Effective communication as a strategy for enhancing organizational performance the case study of Nigerian Breweries Plc Benin. With a view to ascertain the degree of employee participation in management decision making
In finding solution to the problem, three hypotheses were formulated and also data collected through the use of self administered questionnaire in a sample of one hundred and ten workers.
However, the result obtained from the test of hypothesis reveals that there is greater communication among people of same level than people of different level in the organization. Also it was revealed that organizational environment affect communication.
It was recommended that management staff should be sent on training in the area of communication for them to be aware of the effect of communication, also management and staff relationship should be improved but should not interfere with authority relationship. This will in turn increase the volume of organizational performance.
Chapter One
Introduction
1.1. Background to the Study
The word communication has a rich and complex history. It first appeared in English language in the fourteen century, taken from the Latin word communication which means to impact, share or make common. Bateman (2002), defined communication as the transmission of information and meaning from one party to another through the use of shared symbol. It is a well known fact that communication plays a coordinal and integrating role in the management of the affairs of any organization whether in the function of planning, organizing, staffing, leading or controlling. Communication is one of the primary areas for understanding human behavior, Rami (2000). Communication is an essential tool for management, which is used to carry the whole organization as a single being.
Communication is applied to all phase of managing. It is particularly important in the function of leading. Communication is critical for all level of human behavior man’s ability to think and transmit the thought through the communication process, provides the binding element for social interaction. The relation success or failure of human endeavor depend to a great extent upon the effectiveness of communication
According to Drucker (1985), the management effectiveness depends on his ability to listen and to read on his ability to speak and to write. Unfortunately, the importance of communication has not been well recognized in business. It is generally believed that anyone with common sense can write. Most managers write to impress not to express. Effective communication is a fundamental aspect of job performance and managerial effectiveness. Communication is a vital management component to any organization whether the purpose is to mainly update employees on new polices to prepare for a weather disaster to ensure safety throughout the organization or to listen to the attitude of employees; effective communication is an integral issue in effective management.
The purpose of the paper is to recognize and discuss the significance of effective communication during the process of managing changes in organizations. The paper reviews the literature investigation the relationship between communication and organizational change. The advantages of successful communication related to improved efforts of employees to plan and execute strategies are also discussed. The paper also identifies the objectives and communication needs for each stage of the change process. Also, the various motives and benefits of organizational communication are discussed. The paper offers a change communication model which identifies different variables facilitating effective communication and finally ensuring successful organizational change. Also, it highlights the aspect of communication which has proven to be useful for successful changes in business organization. In the uncertain and always changing times or any situation, communication is critical between leadership and its member. To assure a steady and meaningful flow of information, human resource leader can play and should play a strategic role in assuring effective communication is delivered in a meaningful two-way process i.e. sending a message and receiving a proper feedback. It has been observed over the years that effective communication has been a strategy for organization that has been performing well. It has ensured a cordial relationship between management of an organization and its employees.
1.2 Statement of the Problem
Without doubt a high percentage of inefficiency and misunderstanding in organization can be traceable to inadequate and insufficient understanding of information.
Since communication is said to be the nervous system of any organized group. Davis (2002).
No doubt there are some problems associated with effective communication on organizational performance these include.
- Poor listening and premature evaluation when people do not listen carefully to what is being said to them, this will in turn result to premature evaluation
- Information overload: When information is too much it will lead to misinterpretation
- Difference in status and power between the sender and the receiver of information is another barrier to effective communication.
- Selective perception: people tend to perceive what they expect to perceive in communication, it means that they hear what they want to hear and ignore other relevant information.
- Attitude: This is the predisposition of an act or not to act in certain way. It is a mental position regarding a fact or state. Clearly, if people have made up their minds, they cannot objectively listen to what is said. According to Katz (2000) he stipulated that the fundamental problems in communication arise from two assumptions.
- On the part of the speaker or writer
- On the part of the listener or reader.
1.3 Research Questions
Undoubtedly an effective communication in an organization is the strategy for enhancing and directing the performance of any organization in this present day complex and competitive environment that not withstanding the following questions will be asked.
- How can organizational performance be enhanced by effective communication?
- What is the impact of the environment on both inflow and outflow of communication in the organization?
- What are the major factors responsible for the difficulties encountered in the interpersonal communication between
- top level managers and lower level managers?
This research question will be answered in the objective of the study.
1.4 Objective of the Study
The specific objective of the study is to determine and evaluate on the strategies of enhancing organizational performance through effective communication. The specific objectives of the study include.
- To examine if effective communication affect organizational performance.
- To ascertain if organization environment affect communication
- To verify if communication difficulties affect various management cadre in organization.
1.5. Research Hypothesis
In this research work some hypothesis are formulated by the use of the null and the alternative hypothesis. For the purpose of testing. The null hypothesis is denoted by Ho, while the alternative hypothesis is denoted by Hi:
Hypotheses One
- Ho: Organizational performance does not depend on effective communication.
- Hi: Organizational performance depends on effective communication.
Hypothesis Two
- Ho: Organizational environment does not affect communication
- Hi: Organizational environment affect communication
Hypothesis Three
- Ho: A Communication difficulty does not affect various management levels in organization.
- Hi: Communication difficulties affect various management levels in organization.
1.6 Significance of the Study
The research work will be of immense benefit to various forms of organization in Nigeria at the conclusion of this research work, both top and low level managers in Nigeria organization would be able to view communication as a means by which people are linked in an organization to achieve their common objective.
This research work will be of importance to Nigerians because it would describe the various methods techniques and means by which effective communication as a strategy for enhancing organizational performance.
More so, this study would produce an insight for top middle and low level managers in organizations in Nigeria to understand the on going: in the Nigerian business environment.
The research work would be a useful source of materials for information, teaching and for future research purposes.
Finally this study will assist in knowing the benefit to be enjoyed and derived that really emphasizes on the concept of organizational communication as a strategy for its organizational growth and performance.
1.7 Scope of the Study
The research work is to study the effectiveness of communication as a strategy for enhancing organizational performance with regard to Nigerian Breweries Plc, Benin.
The scope of this study is not intended to embrace in detail all that may have been required to develop the topic of the study because of its broad and its inherent difficulties associated with obtaining data because of time constraints – which will hamper a useful detailed development of the research topic.
However, this study will be in terms of the population studied, here the unit of data collection will be taken form the public affairs community relation department sales department, administrative and human resources department.
More so, the studies carried out so far are
- The reaction of top management staff to effective communication
- The process that can enhance effective communication in organization.
- How can effective communication enhance organizational performance?
- Factors that account for the achievement and failure of organization
1.8. Limitation of the Study
Our country is a very large country with well over two thousand companies. Therefore to carryout an aggregate study of the flow of effective communication as a strategy for enhancing organizational performance will be a tedious task and also time consuming.
However most companies which constitute of the research sample have obviously gotten some other branches scattered in other part of the country.
In view of these limitations, it would be practicably difficult for the researcher to get in touch with all these branches to collect data’s. Although the researcher would be able to gather information directly from the case study Nigerian breweries plc. Situated at Sapele road Benin City, Edo State.
1.9 Operational Definition of Terms
Communication:
Is the transfer of information from one person to another
Organization:
An enterprise/business entity.
Performance:
The rate at which something works
Management:
People or persons in charge of organization.
Top level Management:
Refers to the heads of any organization
Middle level/management:
This group consists of the personnel accountants and marketing officers this group is answerable to the top level management.
Lower level management:
This group carries most of the information both to the top level and middle level management and they are referred to as the supervisory level.
Subordinates:
Are directly involved in coordinating the activities of management employees
Chapter Five
Conclusion and Recommendation
5.1 Summary of the Study
The central theme of this study is the effectiveness of communication as a strategy for enhancing organization performance.
In this research study it was revealed that communication is the nervous system of any organized group though it suffers a lot of difficulties in the sending and receiving process both internally and externally, but yet it is the only means by which ideas feeling, emotions and all forms of interpersonal relationship can be communicated.
It was found out that organizational performance depends on effective communication and also organization environment affect communication.
It seems to me that communication is a possibility and a challenge which we all should explore in our various organizations.
5.2 Discussion of Findings and Its Implications
From the research investigation that was conducted on the effectiveness of communication as a strategy for enhancing organizational performance, in the Nigerian breweries plc Benin the following point were drawn.
As a matter of policy, there is a clearly defined system of communication in the organization. The effect of communication was examined with the aid of research instrument with face to face discussion among people.
Besides the basic of the findings which was the introduction to the topic on communication expression was contributed to the organization and the general environment with reference to its origin its purpose, its function its processes and barriers. This finding shows the critical implication of communication as a strategy that can enhance organizational performance.
These have been short listed and includes
- It was discovered through investigation that communication interaction between the various departments in the company is adequate and encouraging to employees. The communication system in the organization is not motivating
- Control of performance in an organization i.e. identifying observing and correcting standards as well as performance in achieving appropriate courses of action in achieving appropriate courses of action.
- The motivation of people towards the use of the various communication models and specific theory was encouraged by activating is energizing plans organization of people and equipment into appropriate courses of actions
- Result of findings in the usual method of communication indicated that the company has no particular method of communication it combines both oral and written methods effectively and the combination was proved to be the most appropriate method of communication for the organization use.
- Workers are not allowed to participate in decision making in their various departments as a result of which management only come to know about their grievances through emergency meetings with them. And this has led to the development of the informal communication system (grapevine) in the organization.
- It should take step to compensate for the fact that some groups are “Isolated” from communication chains.
5.3 Conclusion
It is evident that the objectives of this study have met to a great extent the effectiveness of communication in an organization which creates a significant impact in the effectiveness and efficiency of the organizational performance.
Attempt was made at examining the various objectives of communication in an organization and also linking it relevance with organizational performance.
However, it is important to mention that the pattern of communication in the organization should serve to indicate both the areas where communication is most deficient and the channels through which information can be made to flow most effectively.
In conclusion I will state here that communication in an organization should be recognized and influenced by the appropriate cadre of management and subordinates in the organization.
5.4 Recommendation
After analyzing the effectiveness of communication as a strategy for enhancing organizational performance in Nigerian Breweries plc, Benin. The researcher has been able to identify some of the barriers to effective communication the researcher hereby, makes the following recommendation for consideration by the appropriate authorities to enable them make necessary changes for efficient and effective organizational performance these includes:
- The management staff should be sent on training in the area of communication for them to be aware of the effect of communication.
- The organizational system of communication should be studied in order to have a well defined communication system.
- Management and workers relationship should be improved but should not be allowed to interfere with authority relationship
- Suggestion boxes should be made available to workers in the organization and orientation should be given to employees on it uses and relevance.
- It should devote more attention to cross communication that is, communication between men in different departments.
5.5 Recommendation for Further Studies
Communication in organization will remain the “nervous system” of any organized group.
Employers and employees of an organization should be able to influence the use of communication in order to enhance the organizational performance for the purpose for further studies; research should be carried out in the area of communication Barriers.
Also research should be carried out to examine and ascertain the various communication skills and benefits for the sake of organizational performance.


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