Organizational Communication组织传播(ppt)
Chapter Four Organizational Communication





mnszrh@zsu.edu.cn
School of Business Zhongshan University
Communication on Organizational Level
The influence of management trend on organizational communication
Internal communication
External communication
How to build an effective organizational communication system
Influence of Management Trend on Organizational Communication
Stakeholder Corporation View affects how to create and share the value
More attentions are paid to Strategic alliance—Coopetitive（竞合）corporate relationship， and work team of staff
The attriutes of human capital property right decide the corporate operations and management

Corporate governance influences empowering and arranging the sharing of claim to residue
The employment of new technology and the advance of flat organization structure are improving communication efficiency
Personalized management is improving organizational communication effect
Factors influencing Organizational Communication
General factors
 objective factors
 communication environment
 communication channels
Important factors
 Social environment and culture value
 communication technology
 organization structure
 organizational role
Preliminary Case Study
我们的内部怎么了？
Channels of Internal Communication
Formal Communication
 vertical communication
 horizontal communication
 oblique communication
Informal communication
Discussion 4.1
Are there special formal or informal communication in your company?
How do you communicate with colleagues formally or informally when you first find a big trouble?
Internal Communication Approaches
Instructions and reports
Meetings and talks
Internal journals, news bulletin and intranet
Suggestion box and complaint office
Leader-receiving meetings and staff forum
Lectures, dinner parties, go-outing and other kinds of informal communication
Information flow in Formal Communication

Information flow in Informal Communication
Discussion 4.2
Why do you think informal communication is so important in cultivating an effective corporate culture? Tell us your story, please.
How to Conduct Communication across Depart.
Shift posts
Enhance communication skills
Advocate communication culture
Restructure organization
How to Build Internal Communication System
First, find out the available channels
formulate the reporting plan
Establish the standards of performance evaluation
Get feedback, and keep on perfecting the plan
How to Keep Your Information Network Smooth
Read carefully every piece of paper on your desk
Attend every meeting desired
Inquire about the reasons that you were forgot
Send the memo to all departments who have interests in it
Build up a network of friends and acquaintances whom you trust
Never betray trust
Communicate with e-mail, and the like
Case Study
Legend Inc.
A Study of Certain External Communication
对广东省电信规划设计院网页的调查——连接状况，网页设计与维护
Case Study
Midea’s communication with distributors
P&G’s marketing communication
Aiduo’s(爱多) relationships with governments
External Communication Approaches
Communication with customers
Communication with stockholders
Communication with enterprises of upper and lower reaches
Communication with communities
Communication with media
Communication with Customers
To provide goods and service
To exploit telephone and letter
To make an investigation
To advertise
To conduct PR
To conduct a CI issue
Communication with Stockholders
To exploit letter and telephone
To make a good fiscal-year report
To prepare the annual stockholder meeting
To post samples of new products
To hold banquets
To pay personal visit
…….
Communication with Companies Concerned
To build an e-business internet
To exchange staff to participate in each other’s decision-making
To cooperate in R&D
To provide training program
To conduct negotiations to cooperate on the value chain
Communication with Communities
To hold open seminar
To do unusual incidents
To deliver publications and brochures
To organize volunteer activities
To exploit local advertisement
To conduct charitable activities
To make use of mass media
Communication with Media
To release news
To hold press conference
To exploit features
To create news
To participate by CEO and other high level managers
Discussion 4.3
Consider our routine work: we often feel that the communication with our boss, our subordinates, or other departments is hindered by something. Referring to the internal communication channels and styles that we have discussed, can you tell us how to improve them?
Discussion 4.4
We are often confused with complaints from outsides, especially in service-providing department, say telecommunication industry.
Where on earth do the communication barriers come from?
Building an Effective External Communication System
Communication flow diagram of organizational structure
Setup of informal communication channels
System of suggestion and inquiry
Training for managers
Investigation of the system employment and the feedback
Communication Flow Diagram
Sketch out the communication flow diagram of your routine work
What is the communication problem?
How to restructure the diagram?
Make a proposal
Building of Informal Communication Channels
The open-door policy of GE, the coffee-break in Disney
The family atmosphere in Chinese enterprise
The informal communication channels set up possibly in your company
Good channels in external communication
System of Suggestion and Inquiry
The existing system for getting suggestions and criticism
Its demerits
Your proposal to perfect it
Communication Training for Managers
A comprehensive training program for your managers, junior or senior
The training program should not only cover mastering fundamental and advanced communication knowledge and techniques, but also enhancing communication awareness
System Employment Investigation and Feedback
What kind of way employed to get feedback about the communication system?
Anywhere to improve?
Assignment
Please conduct a close study of your company’s organizational communication. You are required to make a presentation next class.

Organizational Communication组织传播(ppt)