EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOALS AND OBJECTIVES
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EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOALS AND OBJECTIVES
Chapter one
INTRODUCTION
1.1 Background of the Study
Basically, communication touches every aspect of human life; it informs or, better yet, disseminates information/messages to a target audience. Communication among society members is one of the human race’s unique characteristics.
Communication is a crucial component of human activity. Indeed, communication is possibly man’s most significant individual action because every other human activity revolves around communication.
Animals and plants communicate, but it is man’s ability to construct symbols, assign meanings, and interpret communications that elevates him beyond the rank of lower animals and gives his life structure and character. All organisations promote efficient communication by establishing channels (formal and informal) for transferring information to individuals.
In all businesses, an effective organisational channel is essential to disseminate firm policies, programmes, rules, and regulations. It is also necessary when interacting with customers, regulatory bodies, and the general public.
Good communication with business owners, boards of directors, managers, colleagues, and subordinates is essential for an organization’s goodwill, growth, and success.
Communication also functions as a means of social interaction. It helps us comprehend ourselves, stay in touch with others, understand and predict their reactions to situations, and is the way by which power is earned, wielded, and maintained.
It serves as a medium for establishing, extending, and maintaining relationships, as well as a tool for people in company policy to make decisions about management and materials.
In business and industry, communication serves to orient employees to collaborate with one another and achieve the organization’s positive goals, and it is the mechanism by which such goals can be sought, attained, sustained, and improved.
It is the lubricant that keeps an organization’s equipment in working order. It is the process by which responsibilities are identified and assigned; it is the lifeblood of an organisation.
The preceding brief historical overview of communication emphasises its significance in human existence. To organise is to communicate, hence no organisation can exist without communication.
The impact of marketing communication on an organisation can be quantified in terms of attitude and performance since it influences employee morale and attitude towards organisational productivity.
1.2 Statement of the Problem
Most businesses today have failed in their efforts to satisfy their potential customers, not in terms of the quality or quantity of goods and services given, but in terms of raising appropriate awareness and enlightenment among their customers.
Before releasing a product to the market, organisations should decide how to communicate it to potential customers. The work requires the usage of good communication between the marketing firm and its target audience. Communication allows marketers to notify their target audience about their product, its pricing, performance, where it can be obtained, and so on.
When communicating a product, marketers face both controlled and uncontrollable issues such as the product, price, promotion, competitors, the national economy, and so on.
To address these issues, organisations should create a communication message that will attract attention, hold interest, generate desire, and compel action by selecting the most effective method of reaching their target audience, or potential consumers.
1.3 GOALS OF THE STUDY
The aims of the study are as follows:
(i) Determine the impact of communication in the sphere of management.
(ii) Identify existing communication hurdles inside an organisation.
(iii) Understand the purpose of communication and the communication system.
(iv) Discover what communication is all about and how it is done. What tools are employed and what features enable an organization’s communication system to be effective.
(v) To identify the causes of ineffective communication and to suggest and advocate potential solutions in order to achieve a better communication network in an organisation.
1.4 RESEARCH QUESTION.
Does excellent communication make job easier in Nigeria?
How does excellent communication benefit our culture today?
Explain effective communication.
1.5 Significance of the Study
The purpose of this study is to determine the influence of effective communication on the organisation and how it aids in the achievement of business objectives.
This study is significant because it will serve as a resource for business practitioners, students, and consultants who are writing on the issue.
1.6 Scope of the Study
The research aims to examine the flow and concept of communication systems, as well as how they have been or should be used to a corporate organisation.
The researcher limits the scope of the study to Ogun state television, Ogun, their products, communication channels, and consumers in order to collect the necessary data for the study to be precise, direct, and dependable.
1.7 Limitations of the Study
It is a well-known fact that any study endeavour whose primary goal is to discover the truth is never carried out without certain intrinsic circumstances that may make the findings challenging.
The limitation may include:
(i) Financial constraints.
(ii) Lack of collaboration by responders
(iii) Time factor.
The costs associated with transportation, data collection for information processing, and material manufacture cannot be overstated in the course of this research.
Inadequate time is another concern, as company officers have little time to devote to me, while some pay no attention at all. There is very little time to acquire data for this project.
The problem of secrecy on the side of organisations, where they withhold some facts that they believe are crucial to their operations and out of fear of competition, is also a limitation.
1.8 Definition of Terms
Communication is the exchange of messages between people to attain shared meanings.
Effectiveness means achieving a desired outcome.
Productivity is defined as the amount of product produced in a given time period while maintaining quality.
Information: A fact or detail about something.
Message: A piece of information written or spoken to someone.
Management refers to the persons in charge of integrating organisational resources to fulfil defined goals and objectives.
Attitude: A person’s long-term favourable and negative judgement, emotional response, and behaviour propensity towards a product.
Delivery refers to how effectively a product or service is delivered to clients.
Features are enhancements to a product’s core functionalities.
Image: is a set of beliefs, ideas, and impressions that a person has about a thing.
Organisation: refers to a company’s structure, policies, and corporate culture.
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