Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Kevin Ruck
Lancashire Business School, University of Central Lancashire, Preston, UK
kevin.ruck@pracademy.co.uk
1. Introduction
In the wider communication field, the locus of academic debate has tended to be
external, rather than internal. However, 26 years ago, Grunig and Hunt (1984 pp.
244-5) highlighted that “A great deal of money is spent on achieving a degree of
journalistic slick which does little in communicating to employees but does much to
satisfy the egos of communications technicians”. Morris and Goldsworthy (2008 p.
130) suggest that this is still the case and, furthermore, there is a dark side to internal
communication; it is “the branch of the modern PR industry that best realises the
propagandist’s dream”. This is based on the contention that organisations have a
monopoly on formal communication channels and the collapse of alternative
channels such as those provided by trade unions. In contrast, a two-way
communication approach entails making publications “more employee-centred than
management centred” although this in itself is not dialogical, so Grunig and Hunt
(1984, p. 246) also argue that symmetrical programs also use many non-traditional,
nonprint media and techniques that emphasise interpersonal communication and
dialogue with management.
However, there is no evidence in the report to suggest that these are the most
important topics that employees expect managers to discuss. The conclusion that
firms do well at communicating about the business is also challenged by Truss (2006
p. 13-14) who found that 25 per cent of employees say that their manager rarely or
never makes them feel their work counts. And only around half of all employees say
that their manager usually or always “consults me on matters of importance” or
“keeps me in touch with what is going on”. In general, 42 per cent of employees say
that they are not kept very well informed about what is going on in their organisation
(Truss, 2006, p. 17) and this applies to both the public and private sectors.
D’Aprix (2006 p. 238) does place an emphasis on the employee perspective in his
model of the employee questions that line managers must answer (see figure 1). This
is similar to Robertson’s proposal (above) with the overwhelming focus on the
individual’s role at work. D’Aprix bases this on work conducted in the practitioner
survey field on employee engagement, for example, Gallup, that suggests that it is an
individual’s role and work that are the most important engagement factors. However,
this is to sideline or underplay the role that connection to the wider organisation has
in engagement. It also runs counter to research by Truss (2006, p. 45) that found that
the three most important factors for engagement are:
Miller (2009) suggests that the content of internal communication is dependent on the
approach to management in the organisation. For example, in a classical
organisation it is argued that communication about task is very narrowly focused
(Miller, 2009, p. 29). However, in human relations organisations the innovation
content of communication is critical (Miller, 2009, p. 50). Sluss et al (2008 p. 457)
point out that although a myriad of potential exchange relationships exist within and
between organizations, all employees have two seemingly preeminent relationships
at work; one with the immediate supervisor, and one with the organization.
Organizational identification, based on social identity theory, is the degree of
oneness with the organisation and has been found to be associated with job
satisfaction, job involvement, turnover intentions, and in role and extra-role
performance. Leiter and Bakker (2010, p. 2) suggest that “Employees’ responses to
organizational policies, practices and structures affect their potential to experience
engagement”. This is illustrated in a social identity theory approach to organisational
identification adopted by Millward and Postmes (2010, p. 335) in a study of business
managers in the UK. They reported that the fact that identification with the
superordinate grouping of “the organisation” was particularly relevant to performance
is important for theoretical, empirical and pragmatic reasons. This reinforces
research by Wieseke (2009) that found the higher the level of organisational identity
of sales managers the greater the sales quota achievement. Furthermore, a lack of
5|Page Copyright Kevin Ruck
organisational identification has, according to Knight and Haslam (2010, p. 721) been
associated with increased stress and burnout, withdrawal, and sickness. These are
powerful drivers for an organisation’s investment in what Welch and Jackson term
“Internal Corporate Communication” (2007, p. 186) defined as “communication
between an organisation’s strategic managers and its internal stakeholders, designed
to promote commitment to the organisation, a sense of belonging to it, awareness of
its changing environment and understanding of its evolving aims”. However, a critical
perspective on communication argues that identification is simply another form of
organisational control where “an individual identifies with the values of the
organization or work group and hence will act in accordance with those values even
in the absence of simple, technological or bureaucratic control” (Miller, 2009 p. 111).
A potential counter-balance is the development of greater employee voice, seen by
the CIPD (2010, pp. 11-12) as mutuality within organisations that is similar to
partnership working where employees are at the heart of strategy development and
delivery.
Although D’Aprix includes organizational vision, mission, and values in his model, the
detail of the content in these categories requires deeper consideration For example,
corporate image and identity is not prioritised in the literature on internal
communication as it is often seen more as the realm of external communication.
However, Cartwright and Holmes (2006 p. 200) suggest that it can matter a great
deal to an employee as it represents their assessment of what characteristics others
are likely to ascribe to them because they work for a particular organization.
Holtzhausen and Fourie (2009 p. 340) argue that the non-visual elements of the
corporate identity impact on employer-employee relationships and thus need special
attention when managing employer-employee relationships. Although employees are
interested in knowing about organisational strategy, it is how it is discussed that is
critical. Research conducted by Daymon (1993 p. 247) highlighted that the reasons
why employees give up on the communication process is the failure to connect
strategy to people:
I think people didn't go . . . because the first one that [the chief executive] held
was all financial. . . . It was all money, money, money, and it meant very little
to a lot of people. He wasn't talking about realities. He was talking about fiscal
policies. . . .
The model aims to incorporate a balance between individual and internal corporate
communication. It also incorporates the importance of employee voice, based on
being well informed together with questions of organisational support and
identification. The model forms the basis for internal communication measurement
that can be associated with levels of engagement.
The record on change management is not good. Daly et al (2003 p. 153), claim that
research indicates that up to 70 per cent of change programmes fail and poor internal
communication is seen as the principal reason for such failure. Clampitt (2009 p.
130) found in research in for-profit organisations that employees frequently
complained about not being informed of changes, decisions and future plans. As
Byrne and LeMay (2006 p. 153) point out:
Whether these are the topics that organisations discuss with employees is not
revealed. Clampitt (2009, p. 217) reports that topics of concern are typically:
economic loss, inconvenience, loss of wages, job stability, and workloads. More
research is required about the topics that employees require information about in
times of uncertainty as there may also be deeper issues that they may be reluctant to
discuss. Jimmieson et al (2010 p. 11) suggest that employees may perceive
organizational change as a major source of threat to their personal career paths and
financial well-being and also may experience the loss of many intangible features
associated with their work environment, such as power and prestige, and a sense of
community at work. Leaders instinctively know that communication in times of
change and uncertainty is important. Indeed, change is fundamentally about
communication, yet many organisations do not understand how to go about it. For
example, job security is, for an employee, a primary interest (Elving, 2005 p. 133),
yet, according to a Towers Watson (2010 p. 13) report, 24 percent of companies
provide no information on this topic. This may not be too surprising. Wray and
Fellenz (2007 p. 5) argue that “There has been very little empirical research exploring
precisely how to communicate change” (italics added). Furthermore, what research
has been conducted tends again to focus on the processes of communication rather
The field has, to date, been dominated by practitioner and academic approaches
focused on communication as a tool rather than as a socially constructed and socially
transformative process. For example, Salem (2008) explores the seven
communication reasons organizations do not change. This is based on a quantitative
research that found that communication during failed change efforts seldom involves
enough communication opportunities, lacks any sense of emerging identification,
engenders distrust, and lacks productive humor (Salem, 2008 p. 344). Although this
incorporates some aspects of what employees experience, the research is
undermined through a dismissal of a qualitative methodology applicable to social
aspects, “It is difficult to gather data about social change. Qualitative approaches
provide rich data, but the veracity of such data is suspect because it takes so long to
gather and analyze”.
4. Organisational learning
You know there isn’t much warning and it is just a matter of they’d get a letter
on a Monday morning saying “from next Monday you are now based at
another clinic”. “Learning” meant the acquisition of knowledge through day-to-
day interactions, self-development and studying: I think people want to get
themselves educated and feel they want to get more knowledge in the PCT
Celebration of success.
Absence of complacency. Learning organisations reject the adage “if it ain't
broke don't fix it”;
Tolerance of mistakes. Learning from failure is a prerequisite for progressive
organisations.
Belief in human potential.
Recognition of tacit knowledge. Learning organisations recognise that those
individuals closest to processes have the best and most intimate knowledge of
their potential and flaws.
Openness. Because learning organisations try to foster a systems view, sharing
knowledge throughout the organisation is one key to developing learning
capacity.
Trust. For individuals to give of their best, take risks, and develop their
competencies, they must trust that such activities will be appreciated and valued
by colleagues and managers.
Outward looking. Learning organisations are engaged with the world outside
as a rich source of learning opportunities.
5. Conclusion
References