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Internal communication management - book online

Internal communication management - Individual and Organizational Outcomes by Antonio Ragusa

As a strategic process, internal communication can motivate and empower a company’s employees. If employees do not know what their company’s objectives are and their part in reaching those goals, and if they do not receive feedback about their work, they may lose motivation and interest. The company’s performance may also be negatively affected. Internal communication therefore has a critical role in organizations. Many studies confirm that companies with effective communications strategies are often more successful than those with poor communications.

Although many scholars and practitioners consider internal communication central to the success of a company, an imbalance exists between the perceived importance of communication and the actual attention and resources devoted to it.

The multifaceted and potentially very broad nature of internal communication has resulted in the existence of many different definitions. On the whole, there does not appear to be any established and consistent usage of terms across the field (Kalla, 2005) and each author emphasizes one or more specific aspect of the internal communication phenomenon.

According to the internal marketing perspective, employees should be considered and treated as internal customers, whose needs should be satisfied with the same attention, diligence and methods dedicated to external customers. The adoption of an internal marketing approach ensures employee loyalty, motivation and productivity. The positive consequence is that, by satisfying the needs of internal customers, an organisation should be in a better position to deliver the necessary quality to satisfy external customer.

In developing these marketing strategies, attention should be paid to conventional marketing strategies, with the aim of providing services that are unique and acceptable to external customers, thus securing their loyalty. Attention is also given to the value of employees, with the aim of ensuring their contribution to the overall "organizational capital" of the business.

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