Communication is the oxygen for any organisation to effectively function. Yet many organisations either communicate less or not at all.
Many in management believe that those who occupy roles of communication are the ones who should communicate.
Research conducted by Benita Steyn on CEOs in South Africa found that some CEOs feel they are not adequately equipped to effectively communicate. One of the respondents said “top management does not know enough communication to lead the function or have expectations for it”.
When an organisation solely relegates the communication function to a specific role, various deficiencies occur, which ultimately affect an organisation’s performance, staff morale, and productivity.
There is also a notion that if there is lack of communication in an organisation, the communication department is not communicating well. Hopefully the steps identified by Steyn in her research will guide CEOs and communication practitioners on the types of communication issues that can be solved by the communication function, and those that need further communication and intervention from management:
Organisational communication issue type 1
Communication is not the cause of the problem, but it can provide a solution.
Organisational communication issue type 2
Communication is not the cause of the problem, and it can’t provide a solution, but it can explain the issue.
Corporate communication issues
Communication with external stakeholders is the problem.
Management communication issues
Where too little or no internal communication between managers and employees is the cause of the problem not telling employees what they want to hear.
Tactical communication issues
When the intended messages sent do not reach the specified target group. The communication role is for everyone in an organisation. Everyone needs to take accountability for how they communicate and what they communicate. It is a skill that will help anyone propel to the next level in their career. Morna Ikosa is a Senior Corporate Communications and Brand Reputation Strategist, CPRP, MA, AKA Fixer. To connect, send her a shout-out at micommunicationscc@gmail.com or find her on LinkedIn.
