Improving Internal Communication, a Tool for Increasing Organizational Performance

AuthorIoan Bordean
PositionDanubius University of Galati, Faculty of Communication
Pages769-775
Improving Internal Communication,
a Tool for Increasing Organizational Performance
Ioan Bordean
Danubius University of Galati, Faculty of Communication; ioanbordean@univ-danubius.ro
Abstract: Communication may be considered an important management tool. Internal communication is not
an invention in management, but a basic need. I nforming people - or even better, involving them – it is not
only in the employees’ best interest. The Company may take advantage of this state of affairs in several ways:
informed employees know what they do, and especially why. T hey understand the company’s objectives a nd
how they can achieve them more effectively. A good working environment is in the best interest of every
responsible e mployer, for that is a source of increased efficiency. Informed employees are generally more
content w ith their professional status; they have a contextualized sense of their personal and professional
value and they show more responsibility. Their personal orientation is much better aligned with the company
and it may contribute s ignificantly to achieving its business objectives. T o inform people is a good thing, but
to involve them it is even better. Involvement is the li ving proof of the difference between a good employer
and a great one. This information can help in attracting good quality staff and it creates support from
employees in terms of recruitment and sales, it generates passion, s atisfaction at work a nd it reduces the
absenteeism; it provides op portunities for personal growth and development, it creates a sense of co mmunity
and an open and honest organizational culture.
Keywords: communication, information, involvement, satisfaction, efficiency
1. The importance of communication in the manager’s activity
The greatest impulse given to public relations is related to the "discovery" by Harvard school, led by
Elton Mayo in the 1924-1927, that is human relations represent a factor of labor productivity.1 Starting
with this statement, it was concluded that the "harmonization" of relations between members of an
institutional collectivity would favor the development of that activity. As a result, public relations
specialists believe that through these relationships there is an "indoctrination" of staff with a
company’s philosophy, in which the predominant element is: understanding the economic and social
sense of it. The specialist in public relations is involved in a wide range of activities fr om internal
communication to employees to launch events, press release etc.
Internal communication is simply a basic need, old as the hills. In a written form there is a statement
of this idea that can be found in the Rules of Religious Orders of Benedicts. Benedikt of Nursia (480-
550) wrote: “Quotients aliqua praecipua agenda sunt in monasterio, convocet abbas omnem
congregationem et dicatipse unde agitur… Ideo autem omnes ad consilium vocari diximus, quia saepe
iuniori Dominius revelat quod melius est.” (“Every time an important decision must be made within
the monastery, the abbot must summon the entire congregation and explain what it is about ...The
reason to call them all is that this is the way God shows its path to young minds).2
The activity of internal information tends to increasingly become a management priority and not a
secondary activity. The restructuring and resizing, changing areas of activity, reducing the number of
positions, changes in economic and social area with involvements in the institution’s activity would
bring deep changes within the collective.
Properly speaking, there is no special technique of internal communication. All techniques are used to
persuade and entice the public internally and externally. The one in charged of inner relations should
produce a daily journal of the pr ess to feel the population pulse, to analyze the major tendencies that
1 Stancu, Ş., 2000, „Relaţii Publice şi Comunicare”, Bucureşti, Ed. Teora, p.6
2 Arhiva Thomas Achelis, www.markmedia.ro
769

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