Communication in Organizational Environments (eBook)

Anna Rogala is an assistant professor in the Department of Marketing Strategies at the Poznan University of Economics, Poland. She specializes in corporate communications, brand management and corporate image, and is currently engaged in consulting and training companies in these areas. Anna is also a member of the Polish Scientific Society of Marketing, and Eurasia Business and Economic Society.  Sylwester Bialowas is an assistant professor in the Department of Marketing Research and Services at the Poznan University of Economics, Poland. His research interests include Consumer Behaviour and Market Research.

Personal Acknowledgements 8
Acknowledgements 10
Contents 12
List of Figures 16
List of Tables 18
Introduction 22
1: Theory of Communication: Evolution, Approaches, Models 27
1.1 Etymology of the Term “Communication” 27
1.2 Traditions and Theoretical Orientations in Communication Science 35
1.3 Models of the Communication Process 41
References 52
2: Internal Communication in an Organization 54
2.1 Organizational Environment 54
2.2 Types of Communication Needs in an Enterprise 60
2.3 The Essence of Communication within an Organization 63
2.4 Types of Information in an Organization 69
2.5 Organizing Communication in an Enterprise 72
2.5.1 The Levels, Directions, and Forms of Communication in Organizations 72
2.5.2 Instruments for Communication in Enterprises 80
References 86
3: Functions and Objectives of Internal Communication 90
3.1 The Systematization of Internal Communication Objectives 90
3.2 The Functions of Internal Communication 97
3.3 The Realization of Internal Communication Objectives in Organizations in the Light of Research 100
3.3.1 Research Methodology, 101
3.3.2 Assessment of the Realization of Internal Communication Objectives 106
3.4 Barriers and Obstacles to Internal Communication 114
References 119
4: Communication Behaviours in an Organization 123
4.1 The Essence and the Basic Determinants of Organizational Behaviour 123
4.2 Types of Organizational Behaviour 127
4.3 Typology of Employees’ Communication Behaviours 132
4.4 Determinants of Individual Communication Behaviours in an Organization 142
4.5 Factors Determining Communication Behaviours of the Employees 157
References 171
5: Determinants of Internal Communication Effectiveness 175
5.1 Reference Points for the Evaluation of Communication in Organizations 175
5.2 Components for the Evaluation of Internal Communication: An Integrated Approach 180
5.3 The Essence, Types and Principles of a Communication Audit 191
5.4 A Model of Interdependence Between the Conditions of Internal Communication and Its Effectiveness 194
5.5 The Assumptions of an Integrated Index for the Assessment of Internal Communication Effectiveness 212
References 227
6: Internal and External Communication: In Search of Coherence 230
6.1 The Role of Communication in Internal Marketing, Personnel Marketing and Internal Public Relations 231
6.2 The Importance of Communication in an Organization Regarding Marketing Communications Activities 237
6.3 Interdependence Between Internal and External Communication 243
6.4 The Significance of Internal Communication for the Internal and External Marketing of Organizations: Research Results 246
6.5 Towards a New Paradigm of Corporate Communication? 263
References 269
Index 274