Organizational communication is just that—organizations and communication. The key is how one understands organizations and how they operate, and what form of communication one needs to use and what level of communication one needs to achieve. It also entails how one envisions employees and the workplace at large.
So, keep in mind that today a large portion of workers are seen as knowledge workers, and the workplace is to be team-oriented and collaborative and to include interactive communities of practice. What type of organizational communication is needed in such and organization?
To begin, organizational communication is about organizations and how they self-organize, creating and maintaining an identity and operational processes so their members can coherently and consistently interact so they can achieve their purpose, thus providing their product and/or service. As Conrad and Poole state, it is about strategic discourse.
For today’s fast-paced, market-driven, knowing organizations, though, I hold that this definition needs to be expanded to dialogical and collaborative strategic discourse, i.e., empowering knowledge networks comprised of conversations and relationships that cut across time zones, geographies, and cultures. This is a challenge for organizations, particularly older organizations and large corporations who find it easier to function in a “top-down,” directive manner.
Building upon this, this course views organizations through the lens of communication in a digital Information Age, i.e., through a sociotechnical framework of collaborative information processing, knowledge generation and application, and innovative problem solving and decision making.
The Digitally Networked Organization
Thus, 21st century organizations, whether they be for-profit businesses, non profit organizations or government agencies, are dynamic sociotechnical systems driven by information and powered by knowledge. Organizations:
Are a system of networks, even a network of networks. They are partnerships and alliances with internal and external individuals and groups.
Organizations are a dynamic self-organizing web of conversations and relationships. They are formed and given life by interaction. No conversation and interaction, no organization or, at least, not a living one. The web of conversations and relationships include organizational partners, vendors, competitors, local communities, and customers/clients.
Effective organizations, while emergent and evolutionary in nature thus being creative and having a spontaneous element, are consciously, and thoughtfully designed.
- Organizations now are a hybrid entity, a blend of physical and virtual aspects. Workers routinely and freely move in and out of physical and virtual domains.
- Have both a human infrastructure and technological infrastructure. These two infrastructures are intertwined.
- Organizations are information and knowledge ecologies where information must continuously be able to be accessed, as well as be continuously flowing on a “as needed” or “on demand” basis. These ecologies are comprised of various types of “communities” that support individual and teams, share resources, foster learning, and aid each other problem solve.
- The workforce is people and information and communication technology woven into one system. Business technologies are not merely tools. By augmenting human capabilities, they create a more agile, versatile, mobile and interconnected employee and team….the knowledge worker who functions in an intelligent organization.
- Virtual information spaces, the various organizational forums for sharing information using the Internet and organizational intranets, need to be transformed into information places, forums where people actual meet (feel present to each other) and interact with each other, not just review and respond to text.
- Digital-based social networking is a vital element of how work tasks are completed, business conducted and customers served.
Knowledge Sharing Organizations and Information Systems
While communication has always been at the heart of organizations, it can easily be seen that in a global work environment and dispersed organizational business arena, it is even more important. Plus, there are more chances for misinterpretation. In an organization, leaders, staffs members, and frontline workers, individually and collectively as departments and teams, communicate for a variety of reasons. The same hold true for organizational partners, vendors and customers. They communicate to a) convey information, b) influence and persuade, c) make a public statement, d) address an injustice, e) share personal meaning, or f) construct a social or organizational worldview. It is key that all parties involved understand why each is communicating so communication is efficient and an effective dialogue.
As Burton, DeSantis and Obel (2006) point out in Organizational Design, designing organizations—firms, departments, teams, etc.—involves understanding and strategically setting out the specifications regarding “strategy, structure, processes, people, coordination and control, and incentives,” i.e., motivational processes and reward systems. (p. 17)
The organization’s configuration—structure or architecture—determines it complexity, and eventually it communication style. The configuration must match the organization’s goals, strategy, and environment. Designing an organization’s involves 1) envisioning the overall organization’s mission, 2) understanding the tasks needed to achieve the mission, 3) breaking up the overall task into smaller takes that can be carried out by sub groups, and 4) coordinating the smaller subunit tasks so they fit together to efficiently and effectively accomplish the overall organizational goals (p. 57).
This takes coordination and control, with leaders ranging from those who empower workers, giving them voice and freedom to be innovative and productive to micro managers who do not trust employees, and thus do not delegate, feeling a need to oversee and hold onto the authority of making the final decisions. (p. 57)
In light of the above, information processing structures and processes are conceived and developed. In designing this organizational component one answers: Who makes what decisions based upon what information? Who talks with whom about what, or what is the structure of communication? (p. 57)
Organizational information systems can be designed in 4 ways:
Workplace Engagement
Fundamental to communication and knowledge sharing is social interaction and engagement, finding meaning in work, having a voice, and feeling valued by and making a contribution to the organization. In Managing Interactivity: Executing Business Strategy, Improving Communication, and Creating a Knowledge-Sharing Culture, Mary Boone (2001) highlights 3 key elements of the organizational communication process that must be imbedded in the organizations culture:
Thus, when designing organizations and the knowing culture in which their departments and teams function, the above constructs are an important starting point—aligning organizational structure and communication with people and the task, and developing a knowledge generating and applying system that arising from an “open knowledge common or forum” culture that is rooted in mutual collaboration.
Conducting business and collaboratively functioning as a knowledge worker and team member in a distributed workplace is very challenging. Often current organizational communication and collaborative processes, tools and platforms do not foster the needed level of human interconnectivity and interaction needed to enable the establishment of deep trusting workplace relationships and foster the needed credibility and risk to authentically problem solve.
So, in light of this discussion, continue to develop your own vision of organizational communication.
Focusing on practical application: How does the above overall visions mirror or challenge your current organizational communication practice? How does your organization connect, inform, and engage? How can such a perspective enhance or improve organizational communication and collaboration in your organization, department, and/or team?
Chuck Piazza