THE ROLE OF COMMUNICATION IN

ENHANCING WORK EFFECTIVENESS OF AN

ORGANIZATION
ABSTRACT
Communication is one of the most important levers of management that a company can implement for the
formation of teams and achieving valuable performance. Communication and management are complementary
disciplines and strong business elements for success. Management skills are essential in a business, but all
equally important are those relating to the rules for the communication and the way in which a manager knows
how to interact with his staff. Being manager not only means to rein in business, but mostly means knowing to
coordinate a team, leadership skills and most of all, communicate.

KEYWORDS: business communication, organizational communication, work productivity

 1. Introduction
It is essential that any type of organization, which wishes to pursue an activity in full
accordance with the society in which it exists, to begin the work based on a pre -set plan, a
management strategy carefully designed as management represents a vital aspect of the
functioning of the organizational and the social systems, especially in the conditions of
modern era, marked by the increasing complexity of technological and informational
products, radical transformation at the level of social structure, trends of globalization of the
economy and, especially, changes to the product at the organizational level. In this context we
consider necessary the intervention of managerial structures that will adapt to all organization
changes.

2. Internal Corporate Communication

Process
Management should consider first people. The main aim of their involvement in the
tasks they have undertaken, the efficiency with which they are carried out as it is a very
important parameter, bearing especially in mind that it requires management to work together
in teams. Management deals with the coordination of their activities, planning, organization
and coordination of pre-established objectives,levels, budget management and control and
assessments, as a result of the work carried out. These management functions which support
work within the organization are bringing a touch of its dynamism. The individuals of the
organization, namely the work force, will be the first to benefit from the results of the strategy
or not, because they are the ones who execute the tasks assigned to attain the objectives
(Bodie and Crick, 2014).
Therefore, a manager who is in charge of carrying out the functions of management will
always use the processes of communication in order to make it understandable to coordinate its
business activities, to make decisions and implement them, in order to conclude partnership and
cooperation agreements etc. Communication, from a management point of view, is the process by
which people are informed and guided to achieve the best results. To communicate effectively
means not only putting your thoughts in order and presenting them in an accessible way, but
also expressing them in a way that would capture the attention of the receiver (Beattie and
Ellis, 2014).
Communication makes possible the interaction between members of the working team. A
manager should be the first to establish bridges between the members of the organization, through
a careful and effective communication. Through communication, organization activities scroll
correctly. A good manager will use communication in order to make it understandable to convey
its message receptor exactly as we think in order to obtain the expected feedback at the time of the
initiation of the communicative process. All these elements form the basis of communication
processes, whereby individuals of an organization will be able to establish interpersonal
connections, which are be the basis of good management activities, both internally and externally.

As a management tool, communication intends to establish good interpersonal relationships,

non-confrontational and based on the achievement of common goals: to increase the level of
skills, the need to mobilize employees on the path of changing goals, in order to exploit to the
fullest of their work force the evolution of forms of production. It resembles some of the factors
that could explain the objective of increasing the role of communication.
Managerial communication must take into account a number of conditions:
‒ a concise and precise formulation of the message to be understood easily and in full;
‒ rapid transmission of the message;
‒ fluency and assurance of reversibility of communication;
‒ use of a common language of the transmitter and receiver;
 ‒ simplifying the communication channels;
‒ ensuring flexibility and adaptability of the system of communication to be used in any
situation (Burnside-
Lawry, 2011).
Only effective communication can enable the successful completion of these
requirements, which are necessary for conducting tool organization. According to some
authors, communication management is a form of interpersonal leadership, a tool with which
the manager may exercise specific powers: forecasting, training, organization, coordination,
control, evaluation. According to these boundaries of communication management, the
manager can arrange tasks in a more efficient manner, he can communicate more easily with
employees, have a starting point in making decisions, a well-developed plan.
Furthermore, the managerial communication has a triple role:
‒ Interpersonal role: managers act as leaders of the organization, interacting with peers,
subordinates, customers from the organization and from outside. Specialized studies
mention that managers use about 45 % of the time for communication, in discussions
with colleagues at the same hierarchical level, 45 % communicating with employees in
their organization and only 10 % of the time, to communicate with superiors.
‒ Informational role, whereby managers collected information from colleagues, from
subordinates and through other contacts, trying to keep themselves informed about
anything that might affect their work and responsibility. Also, they in turn,
disseminate, and provide important information.
‒ The role of decision-making: managers implement new projects, allocate resources on
individuals and work compartments within the organization. Some of the decisions are
taken in private, but they are
based on information that has been disclosed before.
Analyzing the three roles, a common result is obtained, namely the importance of
communication in the organization without which things might not work. Lack of
communication may cause certain problems to achieving the objectives of the company.
Employees are the most important resource of the organization, and the way in which
they are actively involved in attaining the strategic objectives of the company for which they
work is crucial to get the expected performance of top management (Kandlousi et al. 2010).
 3. Communication Process Management
The motivated and dedicated employees are the dream of any employer because they are
the ones that increase the productivity of the company, maintain a positive working
environment and based on collaboration and teamwork, are loyal to the company. In short,
they are the ones who ensure the long-term success of the organization (Frandsen, Johansen
and Pang, 2013).
Motivating employees, however, is not an easy thing to get. Motivation, from the
psychological point of view, is the basis of each individual’s behavior, both in the sphere of
personal and professional. When we talk about an employee’s behavior at work, motivation
has strict concerning the manner in which it perceives its role within the organization, with the
way in which his work is appreciated, both in terms of value (the fact that he receives a salary
for his work), and the social aspect (the way in which his work is regarded by others) but also
with human relations established in the professional area.
In addition to human resource policies that are implemented in any organization in
terms of financial packages, career plans, training programs and
professional development, internal communication programs have a very important role in
enhancing the motivation of employees. The explanation is simple: numerous studies have
shown that, at the international level, great importance is given to the non-financial factors,
such as: the relationship between professional life and private life and quality relationships
with coworkers. Internal communication programs contain increasingly more often such
factors of non-financial motivation.
Internal professional communication has been challenged over the last decade, gradually
passing from the internal
communication programs intended exclusively for the dissemination of information within the
organization, whether uni-or bi-directional, to programs of involvement and motivation of
employees (Miller, 2012).
In general terms, communication inside a company:
– creates job satisfaction: organizations that encourage a distribution of information
between seniors and subordinates, as well as between employees of the same departments; a good
feedback brings only benefits, motivates employees to work better and makes them feel valuable
to the company; open communication prevents the occurrence of conflicts and helps solving them
faster. When a conflict is resolved through discussion, employees develop mutual respect, which
leads to an their development, both professionally and personally;
– grows productivity; effective communication in the workplace is an important issue
for the success or failure of the organization; managers need to define, to explain thoroughly
the objectives to be accomplished, communicate to employees the responsibilities and duties
that have to be met; if the line ahead is clear, the employees will know exactly what they have
to do and how to focus on that, leading to increased productivity;
– uses resources more effectively: when problems, crises and conflicts arise in an
organization, due to the lack of communication between employees, unnecessary delays in the
daily routine occur; it comes down to a resource leak and end up in decreasing the overall
productivity.
 As leader or manager in an organization, the person in charge needs to make him/her
understood, and to send the information to arrive at the receiver in time, in order to be
processed; if it is lost then the fault will occur at the organizational level.
Effective communication involves expressing the content and intention of the transmitter to
the receiver provided that the receiver may have understood the message and that between
receiver and transmitter there are certain differences. It is pointless using the mind to
dominate the heart. We act more on the basis of what we feel instead of based on what we
think. If employees do not maintain harmonious feelings among them, emotional barriers will
appear. Communication is primarily a matter of confidence and acceptance of ideas and
feelings of others. If we manage to leave aside the spirit of adversity, social norms,
exaggerated attention to building their own images, we save a lot of energy and time. A large
part of the decision-making process in the organization requires working in teams. Driving
groups allows the purchase of information, information that is required for efficient
management.
In this context, if the working party must act to be effective, it requires ensuring open
communication between participants and the responsibility rests with the information flow in
the largest part of the head of the group: the concern to inform the collaborators in the work
and to inform them correctly, the ability to create conditions for all to be able to express
themselves freely. In this sense, permissive position communication is expressed through the
fact that it does not interfere with the stifling premature criticism of an opposite view, but also
gives the possibility of discussion (Ledbetter, 2014).
This open attitude towards the dynamics of group discussion is not an instinctive human
ability, but, on the contrary, it requires adequate training for those who have status and leadership
responsibilities. Most problems encountered in the process of communication lies in the issues of
credibility. Each sees the world through their own systems of reference-influenced by feelings,
beliefs and behavior. Many problems of credibility can be solved if at least one of the parties
concerned, realizes that at the basis there is only a problem of perception, the latter must
investigate the matter so as to understand (King, 2015).
Verbal communication is used in everyday life, but also in human relationships within
an organization. Verbal communication is to be treated as an integral part of every person’s
responsibility towards the people around it.

Figure no. 4 The relationship between types of managerial problems and managerial decisions
(communication perspective)
(Source: Slatten, Göran & Sander, 2011)
Language represents natural language but there are other artificial languages, such as
sign-used by deaf and dumb or computer language.
The spoken language is the one that helps us communicate with our fellow human
beings in different circumstances: in the family, at school, among friends, at work, etc. The
way we use language to make it efficient is what makes us good communicators. In
relationships, communication plays an especially important role. It depends on how we
communicate the organization’s mission, as part of which they can be achieved, and we have
a successful career that we choose. Regardless of the place of work, no matter who is our
basic professional band, which helps us take decisions, express thoughts, ideas, feelings,
attitudes and so we are understood and appreciated.
To communicate ideas or feelings, we use sounds and symbols, with a generally
accepted sense, which are called words. Effective communication requires skills, and their
development requires practice. Wanting to express both content and intention, we are learning
the language of logic and emotion-the latter being by far the most powerful and most
motivating effect. We listen with our eyes first, and with our heart and only then with the ears.
We seek to understand the intent of communication without prejudice. Allowing extra time
and patience, trying to understand and expressing our heartfelt feelings, we present the
standpoint of starting to demonstrate a clear understanding of other points of view.
Communication is more a matter of trust and acceptance of others, their feelings and ideas
that are different and that, from their point of view, have the same intellect (Ruck & Welch,
2012).
From a theoretical point of view, motivation and performance are two separate concepts.
Managers are interested first in their employees to attain the company’s important professional
objectives. It focuses on concrete results, quality and low costs. Successful completion of these targets
is the result of a series of factors, which may include: effort, time and the effective engagement of
people.
The effectiveness of the decisions depends on the quality and dedication of the people,
and is achieved by dedication and involvement. The change process provides the opportunity
to use two-thirds of our energy on reducing restrictive forces and a third on the driving forces
of growth. Because each situation is different, we have to study the restrictive nature of the
forces and try turning as more of these into driving forces. Involving him and others, some of
the driving forces that already exist in normal people can be found here. When the proposed
driving forces synchronize with the internal motivations and impulses of team members, we
have a team that solves the problems together.
 4. Organizational Culture and Communication
The culture in which confidence is created by high upright people (who make promises
to them and to others, and keep them), mature (balances the courage and self-respect, are able
to express their ideas and feelings with courage, balanced by respect for the ideas and feelings
of others) and with the mentality of abundance (we assume that there are enough resources for
everyone, have a deep appreciation for other people and consider solutions that represent a
third alternative have an unlimited potential). People of character are free to interact with
genuine synergy and creativity, and therefore they can comfortably penetrate in the cultures
where there is low confidence. In order for the members of the team to function, they must
have fundamental skills in communication (the ability to understand thoroughly the others and
being understood by them) and organization (ability to plan, act and do) and in resolving
problems synergically (the ability to arrive at solutions that represent a third alternative). A
manager can provide strategic direction and vision, can motivate and build a team based on
mutual respect, which are complementary for each other, whether we are talking more about
efficiency than performance, about direction and results than the methods, systems and
procedures.
Communication is an asset available to each organization and must be harnessed for the
purpose of attaining the aims set out which are of major importance. This asset is seen, on the
one hand, as a series of products, services, brands, and performance, part of respecting the
objectives of the organization and on the other hand even as personality. Permanent contact
with the developing organization creates connections: whether you are with your customers,
suppliers, competitors, employees, or other audiences, all of which cannot exist without a
communicative potential (Slatten, Göran and Sander, 2011).
Organizational communication can be divided in two directions: inside communication and
outside communication. Inside communication proposes that information transmission triggers the
fulfilment, by the staff of those activities, while ensuring a stimulation of the employees towards
their adhesion to the objectives of the organization. Outside communication implies contacts
which have the object of business through connections with suppliers, distributors, consumers,
public opinion, together with the promotion of these ties.
Communication is a relational process, in which two or more parties shall
exchange information, understand and influence each other; it is an indispensable element for the
optimal operation of any human collectivities. This consists of the transmission, receipt, storage,
processing and use of information. Communication is also a functional way of psycho-social
interaction of people, achieved by means of symbols and meanings of the generalised social-
reality, in order to obtain stability in times of changes of individual and group behavior. Effective
communication requires specialized personnel in the field of communication, which deals
with communication of information both internally and externally.
Internal communication aims to send, by audiences, suitable messages on which the
organization wishes to serve in society. Effective internal communication will certainly result
in the welding of the team working in a harmonious relationship between the employee and
the employer, whereas it offers everyone the chance to get to know each other, get to know the
organization’s objectives in working effectively, to work, to actively participate in all
activities within the Organization, to be more motivated, etc. As an instrument of internal
communication, through which the Organization informs, reminds, announces projects,
policies, actions, activities etc., a periodic newsletter can be used, sent via e-mail or on paper.
External communication refers to communication management strategy, which any
organisation applies for the purpose of communicating messages to the general public. Any
kind of information, consultation, advertisement, brochure, letter, and any form of contact
between persons or things in your organization and those outside it is or should be part of the
communication strategy. External communication takes into account: the identity of the
organization, the organization’s image, brand identity/brand, integrated campaigns. Through
them, the organization/institution is known and informs all those interested in information
about the activities and actions undertaken (Vidales Gonzáles, 2011).
Communication between employers and employees will be more efficient if, after a period
of three months of employment, employees were asked to complete a questionnaire regarding
satisfaction at work. Then, these questionnaires should be applied to all employees each year, the
answers being interpreted by specialists. Another effective method of communication and, at the
same time, a way to improve the performance of your employees and your organization’s
development would be the existence of a program with employees so that when they have
something to say they can confidently go to the employer and discuss openly about any concern.
In order to achieve the desired objectives, employers need to be aware that people are less
predictable and less manipulated, and managers need to work with people requesting more
wisdom, energy and experience than to work with lifeless things. Therefore, the relationship
between employee and employer acts as a factor of utmost motivation for the employee.
Employers must not omit employee acknowledgements when required. Everyone wants to be
appreciated, wants to see that his progress does not remain unnoticed, so that recognition,
preferably in public, of his merits matter enormously. Being appreciated, the employee will be
more motivated, more effective, more efficient, and this only requires resources of time, not
necessarily money.

5. Conclusions
The communication process in a company is therefore an essential management tool, a
particular complexity of the management system. The role of communication as a
management tool is to facilitate relationships between people, to establish an environment
beneficial to the internal development of the organization.
Managers must be aware that perseverance in learning how to communicate should be a top
priority for them, being the main skill
which they must acquire or refine to obtain the expected results set in the company’s
objectives.

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REVISTA ACADEMIEI FORŢELOR TERESTRE NR. 1 (85)/2017