MSM 6633 Communication Project – START HERE
Integrating Literature to Develop an Approach to Effective Communication
(How to think about writing your communication paper)
Dr. Bandow
Theories and More
When you look at the communication project and if you are thinking “where do I begin?”, start here. Keep in mind that it is not necessary to read every page; instead, learn to pull only the information needed. I would recommend for each article is first to read the abstract, then read the implications/conclusions, and look at the figures and specific items if mentioned. This will save you time and allow you to pick out what you need as opposed to spending a lot of time reading an article and then determining you only needed one or two pages. Please keep in mind that communication in this class is NOT defined by technology, email, servers, software platforms or video conference calls (all examples); instead, communication is about sending information and receiving information by humans! This is not a place to discuss IT, this is a place to discuss communication basics.
There are two basic theories that we use in this project although there can be many more – like social identity theory – but let’s keep this simple. Look at the Welch & Jackson article (2007), this is a starting point for stakeholder theory because this explains a key element of stakeholder theory: instead of one large unidimensional group of people, stakeholder theory tells us that there are many different interests that are represented by people and we need to look at these diverse groups separately when we consider the best way to communicate in team or an organization. For example, management is not going to have the same group of interests as the front-line employees, and top leadership is not going to have the same focus as middle-management. In addition, people in the different job functions (for example, sales, marketing, accounting, customer service, etc.) are going to have different views and perspectives on what they want to hear and what is important in communication, and this doesn’t even begin to mention the different personality attributes that everyone has. Therefore, multiple perspectives are necessary in communication, and the reason that stakeholder theory is included. The second theoretical foundation is based on ethics and deals with why we should not be dishonest (manipulate or give incomplete information) in our communication (Harshman & Harshman, 1999).
Internal Corporate Communication Model
The Welsh & Jackson (2007) internal corporate communication model (Figure 3, page 186) identifies four separate areas that must be conveyed in any communication to employees. These include providing understanding and awareness to employees while creating commitment and a sense of belonging. These should be foundational to any effective communication effort. For this course, when looking at the dimensions Welsh and Jackson provide on page 185 (Table 1), since this course is about teams we would focus on the second and third not necessary eliminate the first and fourth dimensions because they recognize peer-to-peer communication and project communication, but we would not completely ignore the second and fourth dimensions. The goals of internal communication are listed on page 188 (Welsh & Jackson, 2007). However, for this assignment consider all four elements in Figure 3.
Now that we know this, what comes next? Continue in Welsh & Jackson (2007) and read pages 188 through 190. Commitment and communication occur in day-to-day management communication and ethical practices in the workplace. A sense of belonging, the second element, allows people to develop an identity with their organization and people are motivated by a need for belonging. This exists in social situations including the workplace and is represented by social identity theory. This means internal communication can have an impact on the level to which employees identify with their organization and their attitude to support the organization. What makes you feel like you belong to your organization? This may include language, attitude, and ownership or a chance to improve any elements of the organization. This also can happen in day-to-day communication and it can be conveyed by practically any level of management or employee based on how they treat people and what they say to them. Positive identification with the organization can be very persuasive by emphasizing shared beliefs and values but we do not want to step over the line to manipulate because then this becomes an ethical issue. Therefore, we must have ethics with communication because leadership should not be manipulating and controlling (among other possible things) internal stakeholders.
The third element is awareness of environmental change, the fourth element is understanding how change impacts the organization. Because all environments are dynamic in nature these are subject to change and never static at three separate levels: internal, micro and macro (Welch & Johnson, 2007). When leadership hides or misrepresents information, this is manipulation and is likely to create skepticism and diminished trust. This is also reflected in the Harshman & Harshman (1999) article about the need to build an ethical foundation with employees who found that a high positive correlation existed between performance problems and communication problems in organizations.
On page 190, Welch and Johnson (2007) explain that “….. Quality communication creates trust, that trust is an aspect of social climate and that consequently communication creates climate”. These are all interrelated and when taken together from a positive perspective, this can help employees engage with their jobs. Organizational culture, how conflict management is handled and attitudes of management in general can all have an impact on the communication climate. This is not about what is sent out an email, it’s not about what IT platform is used, or what brand of software we buy to enable communication; this is about how people treat each other, which is the foundation of good communication. IT is only the medium and it cannot compensate for weak organizational cultures, poor communication practices, and negative attitudes.
Ethical Considerations
Leadership arguably has a responsibility to share accurate communication which is the basis of building trust and credibility in organizations. Harshman & Harshman (1999) listed many problems with communication and organization such as one sided (primarily downward, or top-down), the processes in place, mistakes in facts, suppressing information, spreading rumors, and intentional or accidental distortion. Quality communication, as defined by the authors, means that employees are well informed and provided with believable information. One of the most important factors identified was the relationship between a manager and fellow employees/workers. When they are credibility problems, employees assume the worst, create their own interpretations, don’t believe what is told to them and stop listening. These conditions persist because there are inconsistencies in what is said and what is done which raises the trust issue; reliability is a key element of trust and inconsistency creates questions about credibility and reliability. There are also perceptions that leadership at the top “owns” and controls the information which supports the questions raised about how much leadership can be trusted. The ethics in this case suggests that management has a fiduciary responsibility to act only in the best interests of the organization which includes developing trust, minimizing cynicism and this applies to all parts of the organization, including communication. Poor practices such as giving limited information, misusing tools, not providing explanations or interpretations, and providing only good news all lead to suspicion. When there is no feedback loop between employees and upper management, there is no way to express concerns to management, and no way for management to be effective if they can’t listen to their own employees. Harshman & Harshman emphasize the need for safe feedback loops which provide an effective way to work with employees, or the lack of a feedback loop means leadership does not have critical information it needs. On page 15 as explained by Harshman & Harshman (1999, there is a list of areas that need to be addressed by management for building trust and credibility in communication, followed by the underlying values that are demonstrated with such activities, and then an explanation of the role of communication on page 16. Ethical practices are listed on page 17. Hoogervorst & Koopman (2004) further and explain the systemic impact on employee behavior.
Kelly article (1999) emphasizes how vision plays an important role in organizational communication because it provides the foundation for all the organizational activities, the culture, and implementing appropriate communication. This means all the efforts of the organization are aligned with the vision and mission, no communication effort is random, because it is aligned with information necessary to achieve the vision and this serves to reinforce the values, support empowerment, and help build trust. Kelly (1999) also notes that some of the issues with communication come from assumptions that we all have the same perceptions, the same values, the same agendas and we agree on the same definitions. The second assumption is that to have effective communication we simply must get the mechanics right. Both simply are not true (as cited in Quirk, 1995), as communication is far more than simply delivering information and requires the recognition and alignment of differing perceptions, attitudes and views of ours and others. The second assumption supports the idea that we must share more context and not assume that technology itself is enough. For example, changes in the environment may require a change in the goals and this requires an explanation.
What does a Communication Plan Look Like?
This communication project includes developing your own leadership approach to communication. (You are developing a personal leadership communication plan.) Tennyson & Ray (2005) provide a good example of a simple yet effective corporate communication plan. Your assignment is not to create a corporate communication plan, but to create a plan that works for your team which should be shorter and less complex. This merely provides you with an example of typical components should be when you are considering what you might need. Remember that a corporate communication plan is far more detailed and widespread than a plan you would need for your team.
When considering how to develop your leadership communication approach, select what you want to do, and then make recommendations – base recommendations on evidence from the gap analysis of the situation, pick out all areas discovered in the analysis that can be improved, and consider what the issues are in each case and how the elements in these instructions and the papers cited can address those issues.
Discuss questions such as these in your analysis, but be sure to develop your own based on the evidence: Is the upward feedback loop missing, broken, or working well? Can people participate in decision making? These are two important examples and often common issues in organizations, and must be considered in all cases – how can leadership get the information it needs without upward feedback? Are there attitudes or behaviors from management that are not appropriate? Are attitudes or behaviors by employees not appropriate? If so, what are the causes, based on the information available, and can they be addressed by the internal communication model, the ethics information, or by aligning the vision with communications? Is trust an issue, and if so, what specifically causes that? Is leadership sharing only part of the information? Include all the issues identified – what would be the specific remedies, and what literature supports your recommendations? When making your recommendations, remember to be specific – for example, if the upward feedback loop is broken, what would you establish, or what would you fix, based on what the literature tells you? If it already works well, why? Just If incomplete or distorted information is being shared, what needs to be established or amended to improve this, again, based on the literature? Could leadership be not acting on issues when they should be? What have you learned from your own personal experience? Do not hesitate to look in the Troy library with word searches appropriate to your experience and find out what the experts say. You might be surprised how much is ‘out there’ to help you support your communication recommendations.
Finally, consider your own experience and look carefully at what you are considering for your communication paper – reflect on your experience and why you had negative or ineffective communication experiences, and consider what was good (and why) about the effective communication experiences. Based on these papers, and other literature – expert advice, if you will – support your recommendations. What would you do to improve the ineffective experiences, and what was working (and why) in the positive experiences?
Please be sure to read the project instructions.
References
Harshman, E. F., & Harshman, C. L. (1999). Communicating with employees: Building on an
ethical foundation. Journal of Business Ethics, 19(1), 3-19.
Hoogervorst, J., van, d. F., & Koopman, P. (2004). Implicit communication in organisations: The
impact of culture, structure and management practices on employee behaviour. Journal of
Managerial Psychology, 19(3), 288-311.
Kelly, D. (2000). Using vision to improve organisational communication. Leadership &
Organization Development Journal, 21(1), 92-101.
Tennyson, P. A., & Ray, K. (2005). Creating a strategic communication plan THAT GATHERS
NO DUST. American Water Works Association Journal, 97(1), 48-51,53-57,4.
Welch, M., & Jackson, P. R. (2007). Rethinking internal communication: A stakeholder
approach. Corporate Communications, 12(2), 177-198.
doi:http://dx.doi.org.libproxy.troy.edu/10.1108/13563280710744847
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