open, honest communicationlynnblack.weebly.com/uploads/5/6/8/1/56818339/team_d… · web view5....

OPEN, HONEST COMMUNICATION 1

Communication Guide

Pleshetta Williams, Lynn Black, Marchella Christian, Isaac Jones

COM/520 Organizational Communication for Adult Education and Training

August 3, 2015

Dr. Kathy Zientek


Guide for Establishing Organizational Goals and Problem Solving

Strategic planning and goal setting helps an organization create a successful work

environment. By “successful work environment” it is meant that all parties find the work

environment to be efficient and welcoming to all that are employed there (Swift, 2011. par 2).

Strategic planning and goal setting within organizations address communication problems that

can occur within and between departments and between employees because of misunderstanding

about one’s job responsibilities or due to a lack of organization. Clear lines of authority and

responsibility go a long way in minimizing disharmony and maintaining efficiency.

In a multi-national corporation where there is a sizable amount of diversity or in a large

company where new hires are a regular appearance on the landscape, there is a need to

communicate clearly and regularly the vision and values of the organization. Employees and

stakeholders must be apprised of the company’s culture and etiquette. This strategic

communication will help employees and stakeholders understand their roles within the structure

of the organization and ultimately assist each individual in making a healthy and smooth

transition into the company.

Managers and supervisors evaluate not only the quality of the employees work, but also

their ability to implement the plans and goals that have been outlined for the organization. This

determines how well the employees fit into the culture that the managers have created.

Managers provide employees feedback about their strengths and weaknesses related to the

organizational design through employee evaluations, in-staff training and / or disciplinary

meetings, and through personal mentoring (Heubner, Varey, & Wood, 2008). The employees’

acceptance of the employer’s plans and goals for the organization determine their individual’s

progress in the company. If an employee’s goals and perceptions do not align with the strategic


plans and goals of the company, the employee will find it difficult to work under their system.

Only when the employers’ and employees’ have the same vision and goals for the company can

true understanding and harmony exists within the organization. This is where strategic

communication enters.

Often organizational culture can be tricky (transmit confusing messages) for people of

different cultural and / or ethnic backgrounds and can be very difficult to navigate. Setting the

appropriate tones and recognizing the links that are associated with business protocol and profits

are necessary for organizational growth and business success. Cultural discord arises when

inappropriate corporate overtures precipitate misunderstanding and distrust within an

organization. When the corporate culture is toxic employees become bitter and disingenuous.

Managers must learn to nurture and nourish a warm, healthy culture in order for employees to

thrive and flourish. Engaging employees and finding tools to help them achieve is fundamental

to business growth. (Business Management Daily, 2014).

The success of any organization or corporation relies essentially in the organization’s

ability to develop and empower quality employees who will be able to provide a quality product

to its customers. (Swift, 2011).

Guide to Open, Honest Communication

Creating a culture of positive, respectful and affirming communication within an

organization is no small accomplishment. It involves everyone and everyone needs to

understand the ways in which they contribute to and support the culture that exists in their

organization. Understanding barriers to genuine, authentic communication is necessary to avoid

common pitfalls. (Hassell, 2014).


First and foremost, managers and leaders have a role to play in creating an environment

where employees and stakeholders can thrive. Their role starts by appreciating and valuing their

staff and employees. This can only occur where managers and leaders view their staff and

workers as real people, who bring creative ideas and valuable skills to the organization. This

will create a sense of meaning and well-being among the employees and stakeholders. Failure to

fulfill this mandate will destabilize the environment and disarm committed employees and

enthusiastic stakeholders. Superior-inferior communication tops the list of destabilizing effects

within an organizations. This exists where employers and managers reject the creative energies

of their employees and douse the enthusiasm of their external stakeholders. Another form of

poor communication that managers and leaders perpetrate on their employees and stakeholders is

intimidation. Intimidation occurs when leaders and manager coerce or force employees to

behave in a certain way or perform acts against their will. It also occurs when leaders and

managers use company authority to harass and destabilize employees. Finally, opportunist

propaganda is language used to devalue workers’ labor.

Poor communication occurs on lower levels within an organization as well. When staff

and employees fail to appreciate each other and their contributions, and fail to collaborate effectively

with their colleagues, relationships breakdown and respect dissipates among colleagues and employees.

Gender discrimination and sexual harassment disintegrates respect among colleagues and

employees. Bullying and violent behavior disrupt the workflow and good working relationships.

Empowering employees through respectful speech transmits value to employees and meaning to

their work. (Van Vuuren & Wim, 2008). (Roberts, 2002). Creating a pleasant and meaningful work

environment begins with respect and ends with respect. And respect is all that really matters when it

concerns employee productivity. Respectful speech is always positive and positivity overcomes


negativity and encourages harmony. Employees learn company spirit and values through training and

mentoring. Collaboration is another form of communication promotes innovation and efficiency.

Developing lines of communication with customers involves strategic marketing. (Mamelin 2007,

p.307). Organizational planning is the cornerstone of effective marketing. Marketing research and

planning are the means by which the organization develops deep communications with its customers and

stakeholders. It concentrates on building lines of communication on all fronts with customers and

stakeholders. Customer and stakeholder communication can assist the organization of developing its

brand. The brand defines the product or identity of the organization. Consistent, high quality

communication demonstrates the company’s commitment to its customers and stakeholders, which in

turn, gives everyone a sense of satisfaction.

Listening carefully and actively ensures that that company will understand the expectations of its

stakeholders. Creative problem-solving rescues the company from stagnation and charts a new path to

healthy relationships for all stakeholders. Compromise is the means by which we all decide to cope with

the challenges together. Resolving conflicts in our communication makes everyone happy, healthy

organization. (Van Vuuren & Wim, 2008). Everybody wins.

Guide to Communication Channels

Understanding the process of communication is important for producing meaning,

authentic communication. Traditionally, corporate communications were one-sided, meaning

communication flowed from the top down. The head honcho told everyone who they were, what

they were, and what they were going to do for him. Times have changed and we have come a

long way towards developing genuine, authentic communication in the workplace. Currently,

there is a better understanding of how the communication process works best not only between

individuals, but even within a company. An audience-centered approach is much more effective

in addressing the needs of individuals and the needs within a company. What is important to be


mindful of is that effective communication is always factual, practical, precise, compelling, and

always presented efficiently (Thill & Bovée, 2013, p.4).

Communication technologies have literally changed the landscape of business

communications. Information and Communication Technologies (ICT) are being used in

everything from creating and exchanging office memos and business letters to web-designed,

user-generated marketing sites that permit customers and other stakeholders to provide product

feedback and idea-generation. Also, user forums aggregate on a daily basis to provide technical

advice and support to a community of users. Probably the most significant change in corporate

communications is the expansion in workspace. It is no longer required that people be in the

same locale / vicinity to complete their work unless it is a manual labor job. Global

communications networks afford individuals the ability to work at any time and from anywhere

in the world. Telecommunications allows us to share all kinds of information at the touch of a

button (the click). Business executives transmit documents and conduct negotiations over the

Internet and phone. Smart phones are now equipped with computer capabilities so that an

individual may work on his / her phone just the same as on a laptop, desktop, or tablet. Each of

these devices are equipped with telephone capabilities, video capabilities, and wireless facilities

for telephonic communication and transmission of electronic documents. And nowhere is a table

or / desk required. It is all electronic.

Communications technology has become a bastion of collaboration. (Burg, 2013)

Teleconferencing has become telecommuting. It is no longer just the ability to talk across

telephone lines, but now video capabilities and online collaboration tools make it possible for

businesses and educators to communicate across borders and waters with people just as if they

were in the same room. They see one another as they talk; observe mannerisms and body


language; and work on the same tools in real time. Moreover, because of these tools, an up-to-

the-minute record of each and every meeting, and all data presented are logged in a data storage

facility. So there is a built in note-taker and past data may be retrieved in a split second. A

simple Google search for online collaboration tools will unleash a plethora of tools for every

conceivable trade or artistry. Many traditional softwares have been embellished with networking

capabilities or redesigned for multi-user web access.

Social media applications are making e-mail a thing of the past. With instant messaging

and video streaming, who has time to send an email anymore? E-mail is like writing a letter was

a couple of generations ago. Moreover, if one has something to share, s/he can share it with the

whole world in the speed of a click. Even people who don’t know one another can be right in

each other’s living rooms. Businesses are also capitalizing on such technological advances.

Marketing agents and consultants are realizing that they have a captive audience through social

media outlets. Marketing agents and consultants are boosting their brand presence and

strengthening its reputation with minimal effort or resources due to the expansiveness of social

media and its ability to quickly syndicate (or network) the product or brand through different

social media channels.

The Guide to Corporate Marketing and Branding

On many levels how an organization communicates both internally and externally is

inseparable to what and how it achieves its purposes. Some of us may have heard the story of

the grandfather, his grandson, and the mule. It is a tale of a man and a child making a trip

through a town several times. Each time the town’s people would criticize the man and the child

on how they were using the mule. One time they criticized the man for making the child walk

while the mule carried a load. Another time the town’s people criticized the child for making the


old man carry the load while he rode the mule. In each situation, opinions were formed by the

group based on the group’s preferences and expectations. Now imagine that the onlookers were

the company’s constituents and / or customers. Each group of people will have different

preferences and expectations depending on their background, their experiences, and their

environment. In branding an organizations identity, the organization must tap into those

experiences and circumstances that makes each group or individual unique and began to

communicate with the groups and individuals based on their uniqueness. This is the challenge of

strategic marketing.

Branding is the first step in creating a visual identity that people can identify with. The

brand represents your image and reputation to the community. The brand encompasses all of

your communication about your identity. It is not just about who you are, but rather who you are

in relationship to your stakeholders and whether the image that you are portraying is trustworthy.

Developing a brand is no small matter. The company’s overall strategic plan informs the

company of what the brand will consist. Then the stakeholders help to define and clarify its

meaning for the public. The more consumer-centric, meaning consumers identify with the brand,

the more the brand will boost the company’s image and reputation. (DeMers, 2014)

Social media marketing has helped companies and organizations become more consumer-

centric. Through social media marketing a link is made directly to the public. Mark DeMers

(2014) demonstrates numerous benefits of social media marketing, not in the least are greater

brand recognition, improved brand loyalty, more opportunities to convert non-customers, higher

brand authority and several others. Companies are better able to know their customers’ wants

and needs and how stakeholders are feeling about the company’s presence in the marketplace

because they are now in constant, direct communication with the public. Social media sites


allow companies to conduct product research and discover consumer values at a fraction of the

costs that a traditional marketing program would have incurred. Businesses can collect data 24

hours a day, 7 days a week. In this setting, it is easy for technology to get out of control.

Businesses must be aware of the dangers that technology brings into the workplace as well.

Many complain about information overload; and then, there is the misuse of technology tools for

personal gratification. (Thill & Bovée, 2013. p.17) There are also ethical concerns to be guarded

against. However, the only concern for market agents and consultants is defining an accurate

method for obtaining a company’s rate of return on their investment in social media, which has

not yet developed. (Hoffman & Fodor, 2010) (Rey, 2012)


Annotated Bibliography

Burg, N. (2013, December 10). How Technology Has Changed the Workplace. Retrieved (2015

August 3) from http://www.forbes.com/sites/unify/2013/12/10/how-technology-has-

changed-workplace-communication/

This article identifies the unique ways in which workplace communication has been

changed by the onset of information technology and communications networking. Ms.

Burg focuses on the ubiquitous nature of workplace communications resulting from

advanced communications technologies and the proliferation of online collaboration

tools. She sees the coming together of these two sponsoring a greater joy of collaboration

in the workplace.

DeMers, J. (2014, August 11). The Top 10 Benefits of Social Marketing. Retrieved from

http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-

media-marketing/

Mr. DeMers describes the benefits of social media marketing. He points out that despite

prophets of doom, he believes that social media marketing is here to stay. He

demonstrates how effective branding and social media channeling can bring a lot of new

business and generate enormous customer loyalty.

Dong, Q., Day, K. D., & Collaço, C. M. (n.d.). Overcoming Ethnocentrism through Developing

Intercultural Communication Sensitivity and Multiculturalism. Human Communication.,

11(1), 27-38.

This study surveys were used to measure the relationship between ethnocentrism,

intercultural communication sensitivity, and multiculturalism. It was concluded that as

both intercultural communication sensitivity and multiculturalism scored higher that


ethnocentrism effective score was less and that the opposite was also true. As subjects

involved themselves in learning and associating with cultures outside their own they

enhanced their ability to receive, pass, and assimilate information in multicultural

environments

Hassell, D. (2014, September 24). Open Communication: Vital to Business Success. Retrieved from

http://www.amanet.org/training/articles/Open-Communication-Vital-to-Business-Success.aspx.

This is an American Management Association (AMA) training article. It identifies “trust” as the

key component to open communications within an organization and the effects open

communication will have on a firm / organization. It offers suggestions on how to overcome the

pitfalls / hindrances to open communication and steps to make open communication inclusive

throughout an organization.

Heubner, H., Varey, R., & Wood, L. (2008). The Significance of Communicating in Enacting

Decisions. Journal of Communication Management, 12(3), 204-223.

doi:10.1108/13632540810899407

This article makes a case for cascading communications in a highly structured

environment in order to engage all employees in carrying out the goals and plans of the

organization. This article reviews the results from an Intech Management System Study

(IMS). The authors show the need for managers at all levels to be involved in a corporate

communications program in order that every employee will be inculcated with the

company vision and goals. This method is being employed is constructionist, company

plans and rules are being disseminated and interpreted at the same time. In this way, the

management and the employees are making sense of the policy together.


Hoffman, D. L., & Fodor, M. (2010, Fall). Can You Measure the ROI of Your Social Media

Marketing. MIT Sloan, 52(1), 41-49. Retrieved from

http://www.researchgate.net/profile/Donna_Hoffman2/publication/228237594_Can_You

_Measure_the_ROI_of_Your_Social_Media_Marketing/links/

552c11f50cf29b22c9c41cc1.pdf

One of the difficult questions for companies is to determine their return of their social

marketing investment (ROI). The authors suggest that the tradition method of calculating

ROI is ineffective. They suggest that companies should take and inverted approach to

calculating the ROI. This area is a customer-driven arena and every caution / care should

be undertaken to understand their needs and concerns before launching a site. The authors

outline a methodology that is genuinely consumer-centric.

Mamelin, N. (2007). Communication Capital: Modelling Corporate Communications as an

Organizational Set. Corporate Communications: An International Journal, 12(3), 298-310.

http://dx.doi.org/10.1108/13563280710776888

Mamelin proposes that communication within an organization be viewed as intellectual capital

and not just as a function of the organization, and therefore, should be developed as a nontangible

resource of the organization. He describes the four dimensions of communication capital and

reasons that they have a significant effect on the bottom line as part of the corporation’s images

and assets. He submits that the reason that corporations do not appreciate the true value of

communication as an asset of a corporation is because of the difficulty of measuring its effects on

the corporations processes and ultimately on the corporations bottom line. Communication

Capital is a concept paper based on a qualitative study of communications research.

Rey, P. J. (2012). Alienation, Exploitation, and Social Media. Sage Publications, 56(4), 399-420.

doi:10.1177/000276421142936


This article talks about the alienation and exploitation being perpetrated through social

media on unsuspecting persons. The author describes alienation and exploitation in pure

Marxist's terms, but adapts his understanding to the current practices in the marketplace

of social media. The author's basic argument is that people using social media are being

used to enhance the wealth of the wealthy and, in the case of immaterial production as is

found in the digital format, the Internet users are not being paid anything for their service.

The author believes that this is a form of exploitation and it will foment social inequality.

Roberts, K. J. (2002, May). Honest Communications. Executive Excellence, 19(5), p. 20. Retrieved from

http://search.proquest.com.contentproxy.phoenix.edu/docview/204599062?accountid=458

Mr. Roberts discusses the value of honesty in corporate communications. He uses examples from

business and industry to support his theory that open, honest communication among an

organization’s stakeholders can and often does engender goodwill toward the organization,

loyalty among employees, and spurs productivity. Mr. Roberts promotes open, honest

communication as the means of inculcating company goals, values, and beliefs. He describes a

model of co-mutual communications as the optimal pathway for corporate communications. He

encourages the use of multiple mediums of communication to convey the critical messages of the

firm to its stakeholders. He concludes the article by stating that “Behind every success, there is a

leader who embraces the self-evident truths, and their employees thank them with genuine respect

and optimal performance.”

Thill, J. V., & Bovée, C. L. (2013). Excellence in Business Communications (10th ed.). Boston,

MA: Pearson.

The authors provide an introduction to different kinds of business communications being

conducted in the workplace today. They discuss the different web technologies that are

available to enhance connectivity and collaboration. They also discuss which tools are


more effective for each type of communication. The book emphasizes the importance

and care required in communicating across cultures. Finally, they discuss how to avoid

ethical issues related to the use of technology and appropriate workplace etiquette.

Van Vuuren, M., & Wim, J. E. (2008). Communication, Sensemaking, and Change as a Chord of Three

Strands. Corporate Communications: An International Journal, 13(3), 349-359. Retrieved from

http://dx.doi.org/10.1108/13563280810893706

Communication, Sensemaking, and Change as a Chord of Three Strands promotes

communication as a means for understanding and influencing the process of change in an

organization. The authors describe the intricate nature of sensemaking in organizational processes

and the dependence of sensemaking processes on formal and informal communication within the

organization. Van Vuuren and Wim distinguish between first order change, minor adjustments,

and second order change, in which the organization seeks to take on a new identity. The new

identity is unknown and engenders uncertainty and unrest. Sensemaking provides interpretations

for anchoring stakeholders during difficult even stormy times when people’s work no longer

provides security and the very existence of the organization may be in jeopardy. The authors

proffer storytelling as a framework in which to align stakeholders’ interpretations and

communications regarding change within the company. The research methodology for this paper

is a review of current literature on communications and organizational change theory.

Wai Fong Boh, T.T. Nguyen, Yun Xu, (2013) "Knowledge transfer across dissimilar cultures",

Journal of Knowledge Management, Vol. 17 Iss: 1, pp.29 – 46

The study takes a company headquartered in Norway and with branches in Vietnam and

throughout Asia several key factors were identified as natural challenges for the

international company. Key of these was trust, cultural alignment and openness to

diversity. This study focused on how these aspects affected the knowledge transfer of

information in the company to and from its HQ and subsidiaries. The insights gained


were that knowledge transfer efficiency as it pertains to culture showed up in trust of the

HQ. With greater cultural alignment and additional openness to the diversity that existed

in the company greater trust would be fostered and thus enhancing efficiency of the

information flow.

Welch, M. (2006). Rethinking Relationship Management: Exploring the Dimension of Trust. Journal of

Communication Management, 10(2), 138-155. Retrieved from

http://dx.doi.org/10.1108/13632540610664706

This article explores the relationship between trust and mistrust in corporate imaging or public

relations. According to the author, a state of trust and mistrust exist continually between an

organization and its stakeholders. However, the author only discusses trust and mistrust as a

phenomenon but offers no explanation of what the representation means in terms of the

organizations growth / development. Welch approached the study from a qualitative perspective.

The study consisted of eleven (11) interviews (1-1.5 hours long) with seven (7) corporate

communications executives and four (4) service providers of U. K.’s Blue Chip Utilities

Companies. The data analysis verified varying degrees of trust-mistrust in dyadic business-to-

business relationships. The analysis recognized several dimensions of trust and mistrust within

the relationships and a ‘Zone of Approval” where client offers a probationary acceptance pending

a performance review.


References

Burg, N. (2013, December 10). How Technology Has Changed the Workplace. Retrieved from

http://www.forbes.com/sites/unify/2013/12/10/how-technology-has-changed-workplace-

communication/

Business Management Daily. (2014) 14 Tips on Business Etiquette: Setting a professional tone

with co-workers, clients and customers. Retrieved from

http://www.businessmanagementdaily.com/glp/28411/Business-Etiquette.htmlSwift, P.

(2011, December 29).

DeMers, J. (2014, August 11). The Top 10 Benefits of Social Marketing. Retrieved from

http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-

media-marketing/

Dong, Q., Day, K. D., & Collaço, C. M. (n.d.). Overcoming Ethnocentrism through Developing

Intercultural Communication Sensitivity and Multiculturalism. Human Communication.,

11(1), 27-38.

Flatley, M. E. (2007). Communication Channels. Encyclopedia of Business and Finance.

Ed.Burton S. Kaliski 2nd ed. Vol. 1 Detroit: Macmillam Reference USA, 2007. 124-

126Gale Virtual Reference Library.

Hassell, D. (2014, September 24). Open Communication: Vital to Business Success. Retrieved

from http://www.amanet.org/training/articles/Open-Communication-Vital-to-Business-

Success.aspx.

Heubner, H., Varey, R., & Wood, L. (2008). The Significance of Communicating in Enacting

Decisions. Journal of Communication Management, 12(3), 204-223.

doi:10.1108/13632540810899407


Hoffman, D. L., & Fodor, M. (2010, Fall). Can You Measure the ROI of Your Social Media

Marketing. MIT Sloan, 52(1), 41-49. Retrieved from

http://www.researchgate.net/profile/Donna_Hoffman2/publication/228237594_Can_You

_Measure_the_ROI_of_Your_Social_Media_Marketing/links/

552c11f50cf29b22c9c41cc1.pdf

Mamelin, N. (2007). Communication Capital: Modelling Corporate Communications as an

Organizational Set. Corporate Communications: An International Journal, 12(3), 298-

310. http://dx.doi.org/10.1108/13563280710776888

Rey, P. J. (2012). Alienation, Exploitation, and Social Media. Sage Publications, 56(4), 399-420.

doi:10.1177/0002764211429367

Roberts, K. J. (2002, May). Honest Communications. Executive Excellence, 19(5), p. 20.

Retrieved from

http://search.proquest.com.contentproxy.phoenix.edu/docview/204599062?

accountid=458

Snyder, J. & Lee-Partridge, J. E. (2013). “Understanding Communication Channel Choices

inTeam knowledge sharing,” Corporate Communication: An International Journal,

Vol18. Iss. 4 pp. 417-431

Swift, P. (2011, December 29). Goal Setting is Critical for Employee Engagement and Company

Success. Retrieved from http://blog.capital.org/goal-setting-is-critical-for-employee-

engagement-and-company-success/

Thill, J. V., & Bovée, C. L. (2013). Excellence in Business Communications (10th ed.). Boston,

MA: Pearson.


Van Vuuren, M., & Wim, J. E. (2008). Communication, Sensemaking, and Change as a Chord of

Three Strands. Corporate Communications: An International Journal, 13(3), 349-359.

Retrieved from http://dx.doi.org/10.1108/13563280810893706

Wai Fong Boh, T.T. Nguyen, Yun Xu, (2013) "Knowledge transfer across dissimilar cultures",

Journal of Knowledge Management, Vol. 17 Iss: 1, pp.29 - 46

Welch, M. (2006). Rethinking Relationship Management: Exploring the Dimension of Trust.

Journal of Communication Management, 10(2), 138-155. Retrieved from

http://dx.doi.org/10.1108/13632540610664706

open, honest communicationlynnblack.weebly.com/uploads/5/6/8/1/56818339/team_d… · web view5....

Documents