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CHAPTER 13

Effective Communication

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Learning Objectives 1

1. Explain why effective communication helps an organization gain competitive advantage.

2. Describe the communication process.

3. Explain the information richness of communication media available to managers.

4. Describe the communication networks that exist in organizations.

5. Describe important communication skills that managers needs as senders and receivers of messages.

1. Explain why effective communication helps an organization gain competitive advantage.

2. Describe the communication process.

3. Explain the information richness of communication media available to managers.

4. Describe the communication networks that exist in organizations.

5. Describe important communication skills that managers needs as senders and receivers of messages.

Communication and Management

Communication:

The sharing of information between two or more individuals or groups to reach a common understanding.

Tom Merton/age fotostock

Be it email, electronic reports, Twitter, or Facebook, humans are the common ingredient—people either individually or in groups, sharing information. However, communication has not been accomplished until an understanding is reached.

Importance of Good Communication

In order to gain a competitive advantage, managers should:

Increase efficiency in new technologies and skills.

Improve quality of products and services.

Increase responsiveness to customers.

Create more innovation through effective communication.

Communication is extremely important to an organization. It lets all members know what the goals are and how to get achieve them. How else would subordinates know what their tasks are? How would management know of problems and challenges at all levels? How would members of a team ask for needed resources? There must be communication, effective communication, in order for an organization to work properly.

The Communication Process 1

Transmission Phase:

Information is shared by two or more individuals or groups.

Feedback Phase:

A common understanding is assured.

Christopher Robbins/Digital Vision/Getty Images

In both phases, a number of distinct stages must occur for communication to take place.

Transmission Phase:

Sender sends message.

Message is encoded and sent through a medium.

The receiver decodes the message.

Feedback Phase:

The process is essentially reversed.

See following slide for figure.

The Communication Process 2

Sender:

Person or group wishing to share information.

Message:

Information that a sender wants to share.

Encoding:

Translating a message into understandable symbols or language.

Noise:

Anything that hampers any stage of the communication process.

Starting the transmission phase, the sender, the person or group wishing to share information with some other person or group, decides on the message, what information to communicate. Then the sender translates the message into symbols or language, a process called encoding; often messages are encoded into words. Noise is a general term that refers to anything that hampers any stage of the communication process.

The Communication Process 3

Receiver:

Person or group for which a message is intended.

Medium:

Pathway through which an encoded message is transmitted to a receiver.

Decoding:

Interpreting and trying to make sense of a message.

Once encoded, a message is transmitted through a medium to the receiver, the person or group for which the message is intended. A medium is simply the pathway, such as a phone call, a letter, a memo, or face-to-face communication in a meeting, through which an encoded message is transmitted to a receiver. At the next stage, the receiver interprets and tries to make sense of the message, a process called decoding. This is a critical point in communication.

The Communication Process 4

Figure 13.1

Access the text for the slide image.

A sender encodes and sends a message through a medium.

The receiver receives and decodes the message.

In the feedback phase, the receiver becomes the sender and encodes and sends the message through a medium, and the initial sender, now the receiver, decodes the message.

The Communication Process 5

Verbal Communication:

The encoding of messages into words, either written or spoken.

Nonverbal Communication:

The encoding of messages by means of facial expressions, body language, and styles of dress.

Nonverbal communication:

Facial expressions.

Body language.

Style of dress.

Other examples?

Ask students for some goals of nonverbal communication and how to achieve them, without verbal communication.

The Dangers of Ineffective Communication

Managers spend 80% of their time in communication.

Managers should help employees to be good communicators too.

Ineffective communication leads to:

Poor performance.

Loss of competitive advantage.

Dangerous situations.

Harvard study:

When doctors changed communication process during shift changes, risk was reduced risk by 30%.

There was a 25% reduction in medical errors when communication was improved.

Managers need to make sure that their employees also communicate efficiently and effectively. Doing so will lead to a better performance and greater competitive advantage.

Information Richness and Communication Media 1

Information Richness:

The amount of information that a communication medium can carry and the extent to which the medium enables the sender and receiver to reach a common understanding.

Managers and their subordinates can become effective communicators by:

Selecting an appropriate medium for each message—there is no one “best” medium.

Considering information richness.

A medium with high richness can carry much more information to aid understanding.

Each circumstance needs an appropriate communication device, or medium, determined by management.

How should promotions or new hires be communicated to the members of the organization?

What is the best medium of communication when a company announces layoffs?

When are emails appropriate and when are they not?

The Information Richness of Communication Media 2

Figure 13.2

Access the text alternative for slide image.

Managers need to consider information richness, what time allows, and the need or not for a paper or electronic trail when deciding on which form of communication to use.

The Information Richness of Communication Media 3

Face-to-Face Communication:

Has highest information richness.

Can take advantage of verbal and nonverbal signals.

Provides for instant feedback.

Digital Vision/Getty Images

Face-to-face communications often help a manager to cut to the quick; it is much faster than the exchange of a number of emails and could well avoid any misunderstandings that might happen with emails. Emails, and even emails with emojis—which are discouraged in business—are devoid of valuable nonverbal human signs: smiles, frowns, knitted brows of concern.

The Information Richness of Communication Media 4

Management by Wandering Around:

Face-to-face communication technique in which a manager walks around a work area and talks informally with employees about issues and concerns.

Gary Burchell/Getty Images

A manager might take a stroll through a cubicle-laden floor or walk among the workers on the factory floor. Doing so not only opens up the manager and employees to better relationships but allows employees the chance to informally address concerns or issues. The manager gains information on the workings at the lower levels, and employees to get to know the manager better.

However, increasingly people are working remotely, decreasing the chance for “wandering around.” The weekly check-in call, or even video call, might be advisable.

Topics for Discussion1

Why is face-to-face communication between managers still important in an organization? [LO 13-2, 13-3 ]

Face-to-face communication is the medium that is highest in information richness. When managers communicate face-to-face, they not only can take advantage of verbal communication, but they also can interpret each other’s nonverbal signals such as facial expressions and body language. Managers can respond to these nonverbal signals on the spot. Face-to-face communication also enables managers to receive instant feedback. Points of confusion, ambiguity, or misunderstanding can be resolved, and managers can cycle through the communication process as many times as they need to, to reach a common understanding.

State-of-the art information systems can improve the competitiveness of an organization. Indeed, the search for competitive advantage is driving much of the rapid development and adoption of IT systems. By improving the decision-making capability of managers, management information systems should help an organization enhance its competitive position.

The Information Richness of Communication Media 5

Spoken Communication Electronically Transmitted.

Has the second-highest information richness.

Telephone conversations are information rich with tone of voice, sender’s emphasis, and quick feedback, but provide no visual nonverbal cues.

Andrey_Popov/Shutterstock

Even though employees often work from home now, or even if management works at one site and employees at another, face-to-face communication is not lost. Companies often use apps such as Skype or Facetime for a face-to-face communication. Many job interviews are now conducted remotely as well.

The Information Richness of Communication Media 6

Personally Addressed Written Communication:

Has a lower richness than the verbal forms of communication but still is directed at a given person.

Excellent media for complex messages requesting follow-up actions by receiver.

This low-richness form of communication can enhance a face-to-face communication. With a follow-up written letter, a manager can solidify the essence of the meeting and reiterate the details discussed. Written communication is often preferred for complex instructions or reports.

The text gives the example of Karen Stracker, a hospital administrator and how she communicated new instructions for denial of insurance benefits.

The Information Richness of Communication Media 7

Impersonal Written Communication:

Has the lowest information richness.

Good for messages to many receivers where little or no feedback is expected (such as newsletters, reports).

IBM’s employee communications typically comes through the company’s intranet, known internally as W3, and it has led a transformation from professional to user-generated content within the company.

Impersonal Written Communication 1

Information Overload:

A superabundance of information that increases the likelihood that important information is ignored or overlooked, and tangential information receives attention.

One of the challenges for today’s managers and employees is determining which emails to access first and which can sit in the inbox longer, and for how long, and which can even be deleted. Most email applications are addressing these challenges with how they are organized.

Impersonal Written Communication 2

Blog:

A website on which an individual, group, or organization posts information, commentary, and opinions and to which readers can often respond with their own commentary and opinions.

Social Networking Site:

A website that enables people to communicate with others with whom they have some common interest or connection.

Blogs can be written by managers and intended for company use, and corporations can also sponsor their own blogs intended for intra-company use. A corporate blog might tout a new advancement for the company, introduce new employees, or highlight employees’ accomplishments.

Social networking sites have become an integral part of today’s society, but one of the concerns it brings for managers is the possibility of “loafing” by employees.

Topics for Discussion 2

Which medium (or media) do you think would be appropriate for each of the following kinds of messages a subordinate could receive from his or her boss:

a raise.

not receiving a promotion.

an error in a report prepared by a subordinate.

additional job responsibilities.

the schedule for company holidays for the upcoming year?

a. A raise should be communicated face-to-face and then followed up in writing.

b. Not receiving a promotion should be communicated face-to-face.

c. An error in a report should be communicated face-to-face because nonverbal cues are important in this case.

d. Additional job responsibilities should be originally communicated face-to-face to ensure that the subordinate understands the change and then followed up in writing.

e. The holiday schedule should be sent to employees by email or memo, enabling them to keep the document for further reference.

Communication Networks

Formal Networks:

Organizational chart.

Communication also can be informal.

Vertical communication:

Up and down.

Corporate hierarchy.

Horizontal communication:

Sideways.

Communication between employees at same level.

Informal Networks

Grapevines.

Flows quickly, but not always accurately.

Ingram Publishing

Distortion can be accidental or deliberate. Some might distort information to make themselves or their groups look good.

External Communication Networks

Interest-oriented networks:

People meet up who share interests.

Helpful in:

Changing jobs.

Recruiting.

Locating new suppliers.

Finding a job after a layoff.

Communication Skills for Managers

Table 13.1

Seven Communication Skills for Managers as Senders of Messages

Send messages that are clear and complete.

Encode messages in symbols that the receiver understands.

Select a medium that is appropriate for the message.

Use a medium that the receiver monitors.

Avoid filtering and information distortion.

Ensure that a feedback mechanism is built into messages.

Provide accurate information to ensure that misleading rumors are not spread.

A receiver must understand and be able to interpret the information for messages to be clear and complete.

Avoid jargon. It should not be used especially when communicating with people outside the organization.

When considering the medium, a manager should consider the nature of the message.

A manager must consider what medium the receiver uses. Do they prefer email, phone calls, face-to-face communication?

Filtering is when the sender withholds part of a message. Distortion occurs when the meaning changes from sender to receiver.

Getting feedback lets the manage know that the message was received and understood.

Avoiding rumors is essential, and managers can curb these by giving accurate information.

Communication Skills for Managers as Receivers

Pay Attention.

Be a Good Listener.

Be Empathetic.

BE THE MANAGER

As an expert in communication, how would you advise Chen?

Perhaps you are not using your technological communication tools to the fullest extent. Email can be sent with an urgent notice or it can be sent as a task assignment with a required response. Using the task assignment feature would allow you to receive feedback from your employees and monitor where they are at any given time on a project. You also need to meet personally with your employees to set up a prioritizing system and seek more opportunities for face-to-face communication. Your employees appear to respond well to direct communication and may feel isolated from you if you only use email.

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Accessibility Content: Text Alternatives for Images

The Communication Process 2, Text Alternative

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The chart shows the flow of information during the communication process. During the transmission phase, the message is encoded using a medium and is then decoded by the receiver. During the feedback phase, the receiver (now sender) sends a message back by encoding it using a medium. The original sender (now receiver) decodes this message. Noise can affect all aspects of the communication process.

Return to slide containing image.

The Information Richness of Communication Media 2, Text Alternative

Return to slide.

A graphic shows forms of communication on a scale from high-information richness to low-information richness. From high to low, the forms of communication are face-to-face communication, spoken communication electronically transmitted, personally addressed written communication, and impersonal written communication.

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