1. Learning Unit 1: Communication and the organisation
COSC5112
Learning Unit 1: Communication and the organisation
10 Learning Unit Objectives (LUO);
6 sessions;
Barker & Angelopulo 2013: 3-37; 75-76;
Test, assignment & exam

2. #1 The Mechanistic and Interactional view of communication - Barker & Angelopulo 2013: 7-12* -
Mechanistic view
Interactional view
Communication can be broken down into parts and those parts can be studied independently. E.g. the communication process consists of different elements which can be identified and measured, such as ‘feedback’. Feedback can be studied to investigate how to increase response from workers; best feedback channels, etc.
The Shannon & Weaver model is an example of a mechanistic view of communication, because it looks at the transmission of the message, not the meaning of it.
Communication is seen as a social phenomenon (i.e. as human interaction, whereby meaning is shared) – theories explaining communication include the information theory, symbolic interactionism, and the transactional view of perception.
Communication helps individuals to shape their behaviour.
Communication leads to interaction and interaction leads to the shaping of society – e.g. morale, conflict, leadership, etc.
Communication is seen as a process whereby meaning is created and shared.

3. So, what’s the difference?
The mechanistic view of communication (a theory explaining the phenomenon) is that communication is made up of different elements which can be studied individually. Communication is rigid. It sees communication as parts; the transfer of signals; communication has independent components which is measurable and efficient. WHILE
The interactional view of communication describe communication as a process of interaction between individuals that leads to change; e.g. if people come together there will be conflict and conflict resolution (which is a process involving communication). Communication is not quantifiable (i.e. it is not measurable). Communication is seen as interactive, where meaning is created.

4. Sharing meaning in an organisation
Part of the interactional approach to communication; communication is used to create and share meaning within an organisation (1). Meaning is created through personal and environmental stimuli (1)…people make sense of their chaotic world, through a process referred to as ‘mapping’ (1); people also make sense of their world by relying on social (people), physical (things) and abstract (ideas) objects (3).

5. #2 Definition(s) of Organisational communication - Barker & Angelopulo 2013: 13-14; 76 -
An organisation “Mutually dependent people who are linked on various levels in terms of its hierarchy, to pursue common goals (e.g. to make a profit) by using their technical and/ or individual skills for this purpose.” (2) - Tubbs & Moss 2006: 469 –
Organisational communication Any and all communication which facilitates the proper functioning of an organisation (1). E.g. memo’s, s, meetings, etc. (1)
Internal (intra-organisational) communication refers to the messages shared among employees (1), while external communication is used to gather- and provide information from/ to the external environment (1).
Two (2) factors influencing organisational communication is:
i. decentralisation (1); and ii. Technology (1)

6. #3 The characteristics of organisational communication
The following headings describe an organisation:
Product or service
Location and area of activity – local, regional, national, international?
Ownership; strategic lead in the organisation
Customers/ clients
Financial information
Aims, vision, values
Private, public or not-for profit sector; legal status.
Structure (centralised or decentralised)
Main external influences on the organisation
Employees, members, supporters – skills and management
Source: Collings, J. & Watton, P. 2011

7. #4 Six (6) fields (areas of interest) of communication in organisations - Barker & Angelopulo 2013:
Business communication Communication used to attain a business objective. Primarily dealing with business writing, business communication studies also later included oral communication, interviewing and presentations.
Management communication Management’s use, adaptation and creation of language, signs and symbols for the effective and profitable management of the corporate enterprise (Barker & Angelopulo, 2006: 13).

8. …fields of organisational communication, continue
Organisational communication Communication that deals with the formal, hierarchical, public and private organisations; it also deals with outsourcing, decentralisation, partnerships and joint ventures, while also taking technology into consideration
Corporate communication This field of study has emerged as a result of the need to understand communication inside and outside an organisation. It deals with corporate image and identity; corporate advocacy and advertising; media relations; financial communication; employee communications; community relations; and corporate philanthropy, government relations and crisis communication.

9. … fields of organisational communication, continue
Public relations Communication to maximise positive publicity, and minimising negative publicity. It is how communication is used to manage the perceptions of key stakeholders regarding an organisation. It is how communication is used to build long-term, sustainable relationships.
Marketing communication Communication used to sell a product or service – i.e. to reach short-term goals. Examples of marketing communication include personal selling, sales promotions, advertising and public relations. It includes product messages, service messages and unplanned messages (those sent out to the public by the public, e.g. word of mouth).
* See pg. 26 for a summary

10. Test your knowledge: Possible assessment questions:
Define organisational communication in your own words. [10 marks]
What is the difference between ‘mechanistic-’ and ‘interactional view’ of communication? [10 marks]
Discuss marketing communication as a field of organisational communication. [5 marks]

11. #5 & #6 The strategic role of communication in an organisation - Barker & Angelopulo 2013: 29 –
Definition of STRATEGY:
The determination of the basic goals of and objectives of an enterprise and the adoption of action and the allocation of resources necessary for carrying out these goals (Chandler 1962: 13).
______________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________ __________________________________________________

12. Thus, what is the strategic role of communication in organisations?

13. #7 Differentiate between strategic management, strategic planning, strategic thinking and strategic decision making - Barker & Angelopulo 2013: –
Strategic MANAGEMENT
Strategic PLANNING
Strategic THINKING
Strategic DECISION MAKING

14. #8 Levels (5) of strategy:
- Barker & Angelopulo 2013: –
Enterprise strategy – Identifying the organisation’s relationship with society;
Corporate strategy – primarily financially oriented and a function of top management, this strategy defines the business domain of the organisation;
Business strategy – efforts of an organisation to establish and sustain a competitive advantage;
Functional strategy – strategies defined for each department within an organisation (e.g. marketing, public relations, finance, human resources, etc.); and
Operational strategy – strategies concerned with short-term goals of specific projects.

15. #9 …the relationship between strategy and communication in organisations - Barker & Angelopulo 2013: 34-36* –
We refer to communication strategy (this is an example of the functional strategy; communication is essential to the success of an organisation, thus, it needs to become a strategy) and strategy communication (the role of communication in developing and implementing organisational strategy). Communication of strategy refers to communicating the organisation’s strategic direction to internal- and external audiences.
In groups, discuss the difference between ‘communication strategy’ and ‘communication of strategy’. Refer to an example to illustrate.

16. #10 …strategic role of communication (Barker & Angelopulo 2013: 35)
Eight (8) strategic roles of communication (communication of strategy):
Defining organisational identity;
Providing information for the evaluation of the external environment;
Providing information for the evaluation of the internal environment;
Focussing on the big picture during intended strategy formulation;
Acting as change agent during strategy execution
Acting as early warning system of change (discontinuity);
Identify and illuminating emergent strategy; and
Providing information for the evaluation of actual realised strategy.

17. Functions and Dysfunctions of communication in organisations
A communication function is a task that is fulfilled in an organisation through the use of communication. An example is co-ordination of activities or creation of meaning.
A communication dysfunction is a problem caused by faulty communication messages. An example of dysfunctional communication is information overload or lack of listening.