UNIT TWO

Content

COMMUNICATION FLOW IN AN ORGANIZATION

Learning Objectives

By the end of this topic, you should be able to:

a) Define:
i) External communication
ii) Internal communication
iii) Formal communication
iv) Informal communication
v) Interpersonal communication
vi) Intrapersonal communication
vii) Upward communication
viii) Downward communication
ix) Horizontal communication

b) Distinguish between internal and external communication.

c) Distinguish between formal and informal communication
d) Distinguish between interpersonal and intrapersonal communication

e) Explain how:
i) Upward communication,
ii) Downward communication,
iii) Horizontal communication and
iv) Grapevine can be made more effective.

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a) Formal communication:

When communication occurs by following the prescribed rules and procedures of the
organization, it is called formal communication. Formal communication is governed by the
established chain of command.

Uses of formal communication

i) Issuing instruction. The management uses it to pass forth instructions to staff on various
subjects.
ii) Inform. Information concerning different issues is conveyed in an organization via formal
channels. This can be vertically or horizontally.
iii) Coordination. Formal communication tends to be used for coordinating routine
transactions within groups and organizations.
iv) Persuade.
v) Motivate.

b) Informal/Grapevine communication:

When communication does not follow any prescribed rule or procedure, it is called informal
communication. The basis of informal communication is spontaneous relationship among the
participants. Informal communication is sometimes more powerful and more effective that
formal communication.

Some information in an organization is sometimes supposed to be secret. Some people however

derive great pleasure from gathering the secrets of others ant transmitting them to others. They
whisper the information whenever they come across any piece which is interesting enough to be
transmitted through grapevine, swearing those they meet into secrecy. Those who receive the
information also whisper to others and swear them to secrecy. Finally the secret will have spread
to everyone.

Certain situations like, insecurity of service, uncertainty over promotion, certain innovations in
the organization that are likely to affect the employees are sure to activate the leader of the
grapevine, so that soon all kind of rumors are spread in the whole organization.

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Grapevine is a channel of horizontal communication because it only involves people working in
the same level if the hierarchy. The fact is grapevine doesn’t follow any set of pattern but can be
effective, horizontally, diagonally and vertically. Grapevine operates during coffee breaks, lunch
breaks and during social gatherings e.g. sports clubs etc. This helps in exchange of information
from one section to another. There’s consultation that brings out efficiency within the
organization.

Uses of informal communication

i) Supplements formal communication.

ii) Informal communication is useful in supporting the social functions of groups. This is
because organizations are less explicit in regulating social relationships than they are in
regulating formal communication.
iii) Giving or getting help
iv) Giving or getting help refers to joint problem solving for one person‘s benefit. This type
of interaction commonly consists of a question-answer exchange. Often these questions
are shouted from a distance and results are in short, simple answers.

v) Gets work done. The maintenance of personal networks and social relationships through
informal communication is understood to be a key factor in how people get work done.

c) Internal communication:

Internal communication refers to the flow of information to the internal participants of an

organization. It happens only within the organization. The main purpose of this communication
is to ensure smooth functioning of organizational activities.

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Internal communication may be of two types: Vertical communication and horizontal
communication.

a) Vertical communication:
When information flows between superiors and subordinate of an organization, it is
known as vertical communication. Vertical communication can be of three types:
Downward communication, upward communication and diagonal communication.

i) Downward Communication:

Downward communication occurs when information flows form superiors to subordinates.

Essentials of effective downward communication

 Managers should keep themselves well informed o the objectives and achievements of
their organization.
 Managers must work according to the organization plan. They must decide before hand
what information is to be communicated and at what time.
 They should avoid over concentration of authority at the highest level. If instructions can
originate from various levels then the line of communication will be shortened. Delays
will be eliminated; loss of information and possibility of distortion will be minimized.
 The information must be passed on to the correct person in the hierarchy. If this is not
done it can create future problems for smooth flow of downward communication.

ii) Upward Communication:

Upward communication occurs when information flows form subordinates to superiors.

Purpose: Through upward communication, subordinates convey their responses, reactions and
performance feedback to their superiors.

Methods of upward communication

Some of the commonly use methods of upward communication include;

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  Open door policy
Employees have the opportunity to walk in the manager’s office to give their problems
without hesitation.
 Complaint or suggestion box
These are placed strategically and employees are encouraged to drop their complaints or
suggestion if any in the boxes. It’s meant for the employees within an organization or
outside it.
 Special gathering
These can be arranged in various departments or sections of the organization with an
informal atmosphere where employees can feel free air their complaints and suggestions.
 Direct correspondence
The manager can directly communicate to employees, face to face, through phones or
letters.
 Reports
Employees may be required to submit reports about the progress of their work at regular
intervals.
 Counseling
In some organizations, workers are encouraged to seek the counsel of their superiors or
those in guidance and counseling section. Counseling may provide managers with
information as they talk during counseling. While counseling helps employees to solve
their problems information provided is utilized by managers to give a better ground to
future policies.

Limitations of upward communication

Upward communication suffers from a number of limitations some of which include:

i) Employees who are usually reluctant to initiate upward communication.

ii) Managers who may keep their doors open but cannot force the employees to walk in.
iii) Employees feel uneasy that if they relate their problems it will reflect on their deficiency.
iv) Upward flow of communication may be distorted deliberately.

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 - Sometimes workers may become too bold and ignore the immediate superior and
approach the top most authorities. This can seem harmful in two ways: officials who have
been bypassed feel intimidated and undermined. Therefore the relationship between the
superiors and the employees gets strained.

Essentials of effective upward communication

 Managers should keep encouraging workers to come out of their shell and communicate
freely. They can do this by taking the initiative to communicate with the workers.
 Distortion by editing can be avoided if the lines of communication are kept as short as
possible. All upward communication can be properly analyzed e.g. Genuine grievances
should be resolved immediately suggestion for information should be taken up for
implementation.

b) Diagonal or cross communication:

Diagonal communication occurs when information flows between persons at different levels who
have no direct reporting relationships.

Purpose: Diagonal communication is used to speed information flow, to improve understanding

and to coordinate efforts for the achievement of organizational goals.

c) Horizontal communication: Where information flows among persons holding the same
position or rank in the organization.

NB: Information between different people of the same level in the managerial hierarchy of the
organization and information that flows diagonally with people at different levels is most
frequently used method of communication and is important for:

 Promoting understanding and co-ordination among various department

 Sharing of departmental information enabling realization of what and how others do in
their departments and how it can affect others in their own department

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 - Horizontal communication speeds up inflow of communication and enhances co-
operation and consultation between departments. It can be done through oral, face to
face, observation, telephone etc. Written means mainly letters, memos and reports. It
allows freedom of expression as well as immediate feedback so that misunderstandings
are sorted out.
- Some managers however discourage horizontal communication because workers may get
too friendly to one another and cause problems to the management. There’s need for
organizations to balance between allowing freedom of expression and at the same time
setting boundaries so that the workers do not get too friendly to raise concern.

Uses of internal communications

i) Improving the effectiveness of the organization. The more information people have, the
more quickly they get it and the better connections the better the work done.
ii) Informs. Information from the management gets to the subordinates and vice versa.
Message communicated could be about policy decisions or requests.
iii) Problem solving. This is by providing a channel for everyone's ideas and opinions.
Solutions can be found if communication is encouraged and is effective.
iv) It creates a climate of openness within the organization. If everyone feels he/ she has
access to whatever information he/ she needs or wants, and can talk to anyone in the
organization about anything, it encourages good relations among people and promotes
trust.
v) Through downward communication, superiors send organizational goals, policies, job
assignments, orders, instructions etc. to their subordinates.

d) External communication

Where an organization communicates with external or outside parties. External parties include
customers, suppliers, investors, bankers, insurance companies, government agencies, local

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communities etc. the main purpose of external communication is to exchange information with
the outside parties. External communication employs the use of letters, PR, advertising, emails,
presentations etc.

Uses of external communication

i) Good reputation
It establishes a good reputation, hence increases prestige of that company.
ii) Improvement in public relation
The company keeps the general public informed about their activities and services and
this makes it possible for more people becoming interested to deal with that company.
iii) Better business prospects
A company can attract more customers and increases sales and profits.
iv) Choice of customers
The company is able to identify the needs and wants, likes and dislikes of customers.
This would help the company to produce goods according to the choice of customers.
v) Government departments

Companies deal with different public companies like licensing authorities, banks, and other
financial institutions, income tax, post office authorities etc. many a time, they find
themselves in tricky situations that can only be handled through tactful negotiations hence
communication.

e) Interpersonal communication

Interpersonal communication is an exchange z of information between two or more people.

Successful interpersonal communication is when the message senders and the message receivers
understand the message.

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Uses of interpersonal communication

i) Give and collect information.

ii) Influence the attitudes and behaviour of others.
iii) Form contacts and maintain relationships.
iv) Make sense of the world and our experiences in it.
v) Express personal needs and understand the needs of others.
vi) Give and receive emotional support.
vii) Make decisions and solve problems.

f) Intra-personal communication

Intrapersonal communication is an individual's internal use of language or thought. It can be

useful to think of intrapersonal communication as occurring in the mind of the individual. The
individual communicates in his/ her mind through the process of thinking and feeling.

Intrapersonal communication enables an individual to shape self-concept and develop one‘s

convictions. It helps one to think, plan, analyze and interpret ideas and messages. It also provides
the opportunity to think of new ideas and be creative about new decisions, approaches and
solutions to organizational problems.

Uses of intrapersonal communication

i) Enables one to effectively communicate with others.

ii) In order to successfully communicate with others you must first learn to communicate
with yourself. Intrapersonal communication is the most basic level of communication.
You must understand who you are and what you think of yourself.
iii) Increases focus, concentration and performance.
iv) If you believe you cannot do something, your brain will tell your body exactly that and it
will shut down. When you stay encouraged and positive, your body will also respond in a
positive way.
v) Enables one think things through.
vi) Enables one interpret messages and events.