1.1 Background of Study
In recent years, there has been a growing interest in internal communication in corporate communication research (Vercic, Vercic & Sriramesh, 2012). Internal communication can be described as any “communication with employees internally within the organization” (Cornelissen, 2011). Not only does internal communication enable companies to have information and knowledge sharing between employees (D. Tourish & Hargie, 2004) but it also satisfies and commits them (D. Tourish & Hargie, 2000), and gives them a voice to speak up (Morrison & Milliken, 2000). Internal communication is important, because it affects the bottom line of a company (Yates, 2006) and, quite simply, is a contributing factor to success (Argenti & Forman, 2002; D. Tourish & Hargie, 2004).
The internal communication function is one of the fastest growing management disciplines. For many organizations, it is also new, in so far as they recognize internal communication as a distinct function or department. (Clutterbuck, D. & James, D. 1996)
Organizations must be careful to communicate news internally before employees learn about it from the general media. The timing of certain news announcements from the organization is critical and employees should never be blindsided. It is almost impossible to isolate internal from external communication flows. (Mazzei, 2010)
In addition, as one of important tools for the organization, internal communication planning in the organization requires information on the prevailing situation of how internal communication currently works. Communication is a base of cooperation in the company and also in personal life of each person. Communication is not easy to define; it is a term of wide understanding. (Jana, n.d.)
Mazzei (2010) stated that, knowledge is the most valuable resource a company needs for competitive advantage and it requires trust relationships and active communication behaviors from people involved in knowledge generation. Internal communication as a set of interactive processes aimed at generating the catalytic resources that make a company work. These two resources consist of knowledge to fuel working processes and employee allegiance that encourages them to apply their knowledge to company processes.
The company analyses the market opportunities and threats and considers all the possibilities to determinate the company's strategy. On the other hand, the information from the company to the market ensures the success of the company's products or services on the market. The external information stream between the company and its broad surroundings where this company offers its own products or services is a basic condition of effective working.
The internal information and its implementation are necessary for the company and market success as well. The communication process inside the company is as important as external information and sometimes, in special situations, could be even more important. It is necessary to realize that the main task of internal communication is satisfying the information needs of all people in the company. (Jana, n.d.)
A study by University of East London shows that the concept of communication is immeasurable in modern management, and it seeks to meet clear understanding between manager and all the employees. It explains that employee communication is; infect exchange and clear provision of information, commands and directions between management and employees. And it makes the organization to work properly and employees to be well aware about their responsibilities and duties. (University of East London, 2009)
Communication is a course of action in which information is being shared from one person or group to another by using common symbols. Though science and information technology become advance now even yet the human element of communication cannot be ignored, because communication within the organization is preferred for any business. It is necessary for the healthy environment of any establishment. Communication is a pervasive activity through which people become able to know each other and they combine their efforts.
According to Balondi, companies that are very good at communication are effective listeners to their employees, and also they plan effectively. He explains that effective internal communication keeps the employees on track and it increase the financial performance of the companies. (Balondi, 2006)
Communication is the stream of information, material, knowledge and insight between different people and various departments of any organization. It influences each and every action of the organization. Infect, it is a chain of perceptions which moves the organizations towards their goals. Organizations cannot meet their goals and challenges until they communicate well. Good communication leads to good results, and toward more satisfied, motivated and dedicated employees. And boost their morale as well. Communication is possibly the most imperative thing for the continued existence of any business. The purpose to have good communication in any organization is to have employee involvement in the organization. There should be good communication between management and their officials, because internal communication plays a fundamental role in the performance of any organization.
When realizing the importance and the effectiveness of internal communication in the organization, this investigation is conducted. The center of this study is more on issue inside the organization face and the researcher can investigate to discover the importance of internal communication toward employee in enhancing their performance. Moreover, this investigation can helps to find the suitable medium that can be used to communicate by all levels in the organization
This study is about the effectiveness of internal communication toward employee in the Department of Corporate Communication, Putrajaya in enhancing their performance. The researcher chooses this topic to study the relationship of internal communication especially between upper level and lower level with their performance in a workplace.
1.2 Statement of Problem
Man work as a social animal. He cannot overcome the worldly activities alone. He needs help from other people to do his normal activities. We apply a lot of time in writing, reading, talking and listening, infect most of our time is spent while communicating. For the application of our routine activities we always need someone's help. Then progression of communication will start. No one can communicate alone. There will be a sender and one or more receivers. Communication is a source of delivering messages from one to another. Through communication people share their ideas, feelings, thoughts and emotions. Man transmits his needs and also helps others by knowing each other.
Communication plays an energetic role in the working of daily business. Organizations have to communicate for their business activities. Researcher specifies that organizations cannot meet their goals unless they have effective in communication. In the achievement of any organization, the relationship between manager and his subordinates plays the significant role. In any business activity manager is a key player.
Communication helps the organizational members to make both personal and organizational goals. And also help them to co-ordinate on the internal activities of the organization. To the extent the less effective communication of any organization is the less effective its performance will be. For example the new employee orientation program is the first and most essential step for any organization towards efficient communication. New employees feel a great sense of confidence with orientation program. And this thing leaves a positive impact on their performance. In this respect the job of a manager cannot be ignored, because problems occur when directions are not clear. Every manager should be a good communicator. Because he is one who communicates the message to one or a group. (Ivancevich & Matteson, 2002)
Effective communication increases the efficiency and productivity of any business. And also make the employees more satisfied. Researches illustrate that effectual and well-organized communication positively relates to the job satisfaction, performance and positive attitudes of employees.
Before this, the organization dependably strengthens their level of ability to think about the organization trainings, organization performance and innovation improvement rather than how employee in the organization communicate with each other. These matters additionally influence the organization performances. The improper chosen of communication medium also may influence the reachable of information in the organization and can create internal crisis.
According to Men, L.R. & Stacks, D. (2014), the rising of new technology tools, such as social media, provide organizations numerous innovative means to share information and remain open with the publics, which have, at the same time, escalated the publics’ expectation of organizational transparency. Facing the unprecedented public demand for visibility and openness in today’s business world, it is important for enterprises to develop a strategic communication system that fully embraces symmetry, transparency, and authenticity.
Selecting the most appropriate communication channels can be a difficult job. However, communication channels are usually evaluated based on the sender’s expectations of those channels (Litterst & Eyo, 1982), but it is important to understand that different communication channels are appropriate for different kinds of information and achieve different objectives (Dunmore, 2002; Quirke, 2008; Wood, 1999). Therefore, it is vital to choose the right communication channel that fits best the nature of the communication (Melcher & Beller, 1967). This is important because people understand and interpret messages differently which is vital to understand when deciding on the communication method (Downs & Adrian, 2004), and the chosen channels can make a real difference in how the message is received (Wood, 1999). Communication channels can be either formal or informal and can be divided in top-down, down-up and horizontal communication. Before examining formal and informal communication, the three communication types will be described and evaluated.
Top-down communication occurs when communication flows from people at higher levels to those at lower levels in the organizational hierarchy (Adler & Elmhorst, 1996; Koontz & O’Donnell, 1986). Tasks like job instructions, providing information and feedback to subordinates fall under this kind of communication. Upward communication includes messages flowing from subordinates to superiors (Adler & Elmhorst, 1996) and continues up the organizational hierarchy (Koontz & O’Donnell, 1986). These types of communications convey messages such as what subordinates are doing, unsolved work problems and suggestions for improvements. Finally, horizontal communication consists of messages between employees of the organization with equal power (Adler & Elmhorst, 1996).
Leaders at different levels significantly influence the top-down transmission of messages to every employee and the communication of the opinions of employees to top management. Immediate supervisors are the information source preferred by the employees and thus have more credibility with employees than senior executives. (Men, L. R., 2014) The upper level seems to have a social issues where they need to socialize more and easy going to ensure that the lower level did not feels like stranger and will not be shy to ask questions. But let’s not put the blame into one sided only, the lower level need to have the courage, responsibility and effort to ask and communicate with the upper level to ensure the outcome of the issues delivered smoothly
Problem continues when the lower level is too shy or too scared to ask with the upper level. The lower level awaits the upper level and seeking for their guidance whilst the upper level are too busy with workloads and did not manage to find a time to teach or guide the lower level.
Perbadanan Putrajaya dealt with various companies and sometimes problem occurs when the organization did not receive the message clearly, thus issues appear and there will be an individual or the whole department to point on. This is due lack of internal communication between upper and lower level and the message remain undelivered due to upper level is fully occupied and did not have the opportunity to communicate with one another.
Therefore, internal communication become crucial and act as tools to avoid internal crisis, strengthen internal relation between employer and employees. The internal communication in the organization also influence working environment. Good internal communication will gives positive environment of workplace and will make more comfortable and their performance also might increase. As the internal communication is important for organization, do the employers in the organization always make a research of their internal communication practice? How the organization can choose the best medium to use and practice good internal communication?
This study/project will therefore look at internal issues and communication problems within employee and employers Corporate Service Department, Perbadanan Putrajaya.
1.3 Objective of the study
1 : To determine the effectiveness and investigate the factors that contributes to
the failure of internal communication and in Department of Corporate
Communication, Perbadanan Putrajaya.
2 : To find out what channel of communication that suitable for upper level and
lower level to communicate in the organization
3: To know the steps to be taken to ensure that purpose and potential of internal
communication is understood throughout the organization.
1.4 Research questions
1 : What are the factors that contributes to the effectiveness and failures in internal
communication department of Corporate Communication, Perbadanan Putrajaya?
2 : What type of medium that suitable for upper level and lower level to
communicate in the organization?
3 : What are the steps to be taken to ensure that purpose and potential of internal
communication is understood throughout the organization?
1.5 Scope of study
This study is restricted to Corporate Service Department, Perbadanan Putrajaya workers, both upper level and lower level. It could not be generalized to other universities, companies or departments. In order for this study to be applicable to other parties, the same study must be done towards that particular party only.
1.6 Significance of Study
By doing this study, it will helps the individuals or employee of Corporate Service Department, Perbadanan Putrajaya to take precaution what to do before complete any task by the upper level. Know how to communicate with Upper levels, other departments and know each other role and how to avoid from internal miscommunications. If the individual employee prepared earlier it could help to improve self-esteem thus, the tasks will execute better in future.
Corporate Service Department
Good internal communication can improve work quality. It is also ensuring the process in the company will run smoothly. By doing this study, it will decrease the possibilities of internal miscommunication in company. This study is also for the upper level and lower level to know what are they were lacking; which is communication and try to fix the problems for quality outcomes.
Current Mass Communication Students
This study will give valuable information to other student as their reference and also as guidance for them in future. This research will give some information to other students, future intern or future employee, whatever the causes that lead to a better internal communication in work place.
Graduate students and researchers
This research might be useful to future researcher, lecturers in order to find information and knowing the problems occurred in common work place.