The Role of Effective Communication in Strategic Management of Organizations

Introduction

Communication is an indispensable organizational developmental tool. It permeates every facet of the organization. It is a crucial instrument of social interactions and a medium through which all relationships are established and maintained. Communication is the transmission of common understanding through the use of symbols. The term communication is derived from the Latin word. (Communis), which means “to share” (Ezezue, 2008) Sharing denotatively implies “partaking” “co-operating” hence it is a social activity, but unless a common understanding results from the transmission of symbols (verbal or non-verbal), there is no communication, (Donnelly, et al., 1984). 

Communication and Strategic Management Defined

Communication has been defined and explained in different ways by intellectuals of diverse interests and disciplines in management, psychology, and sociology. Communication touches every aspect of life including the domestic, business, and social interactions. Anugwom (2007) defines communication as the use of words, signs and symbols to interchange ideas, emotions, facts and information by two or more persons. Nwokeneme (2008) also defines communication as a process that involves the transmission of message or information through a channel from a sender to a receiver. From a wider perspective, communication is a process by which information is passed between individual and organization by means of previously agreed symbols. 

Communication as Essential Tool for Achievement of Strategic Goals in Organization

Strategic management is the process by which an organization determines how it will seek to achieve the long term objectives spelt out in its mission statement. Thus a strategic plan is a design for action which can later be developed into a complete and comprehensive business plan (Ezeh, 1999). Strategic management is a prerequisite for organizational success. It is the dynamic element of management which enables the company to achieve its result in the competitive market place over the long run. The strategic dimension of management has grown in importance over the last years, due to the increasing complexity of the modern business organization. 

Major functions of communication in management

·       Information function: Communication provides information needed for decision-making.

·       Motivational function: communication permits the expression of feelings and satisfaction of social needs.

·       Communication serves as the lifeblood of an organization, because through it employees understand their role in a system and.

·       It is the tool through which effective control of organizational activities may be instituted.    It could be inferred from the above that organizational activities and operations, which are normally performed by employees are achieved using effective communication as an indispensable instrument. 

Types of Communication 

There are three basic types of communication namely: verbal/oral, written and non-verbal communication(Ezezue, 2007).

Verbal Communication This takes place mostly in a face – to – face situation/relationship. It can also be extended to the use of instruments/electronic devices such as telephone and public address system. The most important factor is that the human voice is heard. 

Written Communication This requires competence in writing and reading skills. In written communication, oral messages are translated into alphabetic symbols, words, and sentences. 

Non-Verbal Communication This is communication without the use of words and letter symbols. Information and messages communicated non-verbally are neither written nor spoken instead; such messages are communicated through our physical environment, body movement, drawing and pictures including sign language. 

Barriers to effective communication 

·       Noise

·       Perception

·       Emotions

·       Source Credibility

·       Information Overload 

Importance of Strategic Management to Business and Why Strategic Management Fails 

Research findings in Europe and America show that firms who strategically plan were more accurate in predicting the outcome of major strategic action and outperformed non planners in terms of several financial criteria. Against this backdrop, identified these major benefits of strategic management to business the organization, they are;

·       Strategic management helps organizations to remain focused.

·     It helps them to maintain direction amidst changes and distractions in order to achieve a clear mission and objectives.

·   Another benefit of strategic management is that it helps business organizations to be continuously relevant to their target market.

·       Further, strategic management in its workings involves all the parts and departments of an organization. It is both systemic and holistic. Consequently, it ensures that all the parts and segments are headed in the same direction.

·    Again, we belief that the major benefit of strategic management is embedded in the process itself and explicit output of that process.

·   Another real benefit of strategic management is the opportunity to involve different levels of management in the process. Not only does this encourage commitment on the parts of the participating managers. It minimizes resistance to change.

·      Finally, strategic management is a more careful and systematic approach to change.

    When the objectives of an organization have been stated, the next phase in the strategy the formation process is to devise means of achieving the objectives, as a result Ezigbo, (2011) identified the major reasons why strategic management fails, and they are:

·       Failure to understand the customers

·       Inability to predict environmental reaction

·       Over-estimation of resource competence.

·       Failure to coordinate

·       Failure to obtain senior management commitment.

·       Failure to obtain employee commitment.

·       Failure to manage change.

·       Failure to focus.

·       Poor communication.

Conclusion

Realistically, effective communication is an essential tool for the strategic management of organizations. No doubt, low productivity, loss of customers, low turnover, conflict, and absenteeism are caused by poor and ineffective communication. This is to say that effective communication is the life wire of any organization and also the turning point which the wheel of an organization rotates. It is a means by which behaviour is modified, change is effected, performance improved and goals/objectives achieved. So irrespective of organization, its size and purpose, transfer of understanding from one person to another is viewed essential for the continued growth, survival and existence of an organization.

References

Anugwom, G. A., 2007. Issues, Principals, Techniques and Practice in Administration and Management. Enugu: EI' Demark Publishers.

Donnelly, I. H., Gibson, I. & Vancerich, I. M., 1984. Fundamentals of Management. Texas: Bisiness Publication Inc.

Ezeh, J. A., 1999. Fundamentals of small business management. Enugu: Galenic Ventures.

Ezezue, B. O., 2007. Fundamentals of business communication. Enugu: Precision Publishers Limited.

Ezezue, B. O., 2008. "Effective Communication" AN Essential tool for organization growth and sustainability. s.l.:s.n.

Ezigbo, C. A., 2011. Advance Management Theory and Application. 3rd ed. Enugu: Immaculate Publication Ltd.

Nwokeneme, S. L. O., 2008. Effective communication skills and human interaction. Enugu: Fidgina Global.