In an increasingly competitive world, organization’s culture has become a very important determinant of how an organization performs financially. The values the employees have, the motivation and belief in the job they do, as well as their behaviour in the workplace all play an important role in the performance of the organization. Positive organizational culture can result into the organization making big profits due to the enabling work environment. On the other hand, negative or bad culture results into poor performance, wastage of resources, high turnover as well as bad behaviour amongst the employees (Schermerhorn, Hunt & Osborn.
2005). This always interrupts an organization’s performance and is a leading cause for organizational failure. Therefore, the culture of an organization determines how employees interact in the work place, and it is manifested in observable behaviour (Schermerhorn, Hunt & Osborn. 2005). A good understanding of the organization’s culture is important in the control function of management due to the fact that unless well controlled, employees may engage in disruptive behaviour which can interfere with the production function of the organization.
The culture of an organization revolves around the people and how man, machine and technology interact something which helps an organization to function in harmony. Although individual differences have a bearing on interactions and relationships amongst employees, culture of an organization also determines how the organization takes advantage of diversity of employees especially in achieving competitive advantage (Schermerhorn, Hunt & Osborn. 2005).
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Organizational communication needs to be effective in order to achieve collective responsibility in an organization which leads to meeting individual and organization’s goals (Brammer, & Millington, 2003). According to, Schermerhorn, Hunt & Osborn, (2005) the communication process is a dynamic process which faces challenges and barriers as noise, as well as lack of clarity. Even where there is a problem with the organization’s culture it is possible to create and initiate a culture of change to bring about the desired results.
Communication needs in CA are numerous and for the organization’s goals to be achieved the workforce needs to communicate effectively so as to function in unity. Information sharing is very important and there are two categories of communication in CA. Internal communication in CA targets employees of the organization and it involves the day-to-day activities which employees carry out in a bid to achieve organization’s goals. Departments collaborate so as to execute their respective duties properly.
The organization embraces technology in communication efforts with fully computerized systems which disseminate information speedily and efficiently in the organization. As a worldwide organization, CA has a lot of communication needs. Internal communication takes a ladder form otherwise known as vertical communication. Through a pyramid communication model, needs for the communication are assessed based on the assumption that, different employees have different needs for communication and not all communication is suitable for every one.
Once the communication needs have been clearly identified, the communication is disseminated to the right people and to the intended audience given the fact that it is imperative that communication does not get into the undesired audience. All the communication efforts at CA are geared towards achieving behaviour change in the employees or in the organization as a whole. Therefore, the communication is designed in a way that it can effectively reach its targets and therefore result in both behaviour and attitude change, hence resulting into a change in organizational culture.
For communication to achieve the intended goals and therefore meet CA’s communication need, initial planning is carried out in which a careful assessment of communication needs both for internal and external audiences are carefully analyzed. The above helps to better become effective in the communication process. In CA, effectiveness of communication is achieved by ensuring that the communication needs are known prior to designing the communication. This allows for the best choice of communication channel. Usually communication is done through memorandum, notices, the Internet as well as holding of brainstorming meetings.
For communication targeting external audiences such as customers, shareholders and the public, resellers, the print and electronic media are used. In order to ensure efficiency, CA’s communication departments pretests all messages to determine their efficiency and effectiveness. Due to the nature of CA’s activities, there are many field employees whose input is crucial for the organization’s smooth running. Therefore, information flow from employees to office is bottom-up with the feedback flowing up-bottom. Therefore CA’s internal communication flows as illustrated below.