Effective Organizational Communication 101

It really is all about communication. Effective organizational leaders spend a great deal of time communicating with others (with their peers, with their subordinates,with their suppliers, with their customers) -- they need to communicate the organization's goals; they need to communicate professionally when delivering messages to all organizational members; they need to communicate effectively with customers, including when complaints arise; they need to communicate in an encouraging and persuasive way to the target audience in their advertising -- all of the organizations needs really boil down to effective communication. Basically, controlling the direction of your organization is simply not possible without effective written or oral communication. So, in a sense, you could say that effective communication is the blood of the organization. How do organizations establish goals (in regards to effective communication)? Before anything else, you should start with the Mission Statement. This serves as a reminder to the employees of why the company exists, and what the founders envisioned when they breathed life into it. A great example of an organizational Mission Statement is the one that was created by the Starbucks Company. It's a bit lengthy, but I believe it's worth taking a look at: Our Starbucks Mission Statement: Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Here are the principles of how we live that every day: Our Coffee: It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done. Our Partners: We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard. Our Customers: When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection. Our Stores: When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity. Our Neighborhood: Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business. We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead. Our Shareholders: We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive. Now that you have your goals laid out, here is how you use communication to achieve them: Secondly (after the Mission Statement), there is the importance of setting standards for business conduct. Many companies communicate these to their employees by means of a brochure, or through an employees-only online website, etc. - effective and successful business will take care to communicate exactly what they expect in clear and concise terms, so that the employees know from the very start what is expected of them (and here comes the importance of making your employees aware often that their jobs are an integral part of the company's end, and that their performances very much matter): all employees make decisions that impact the company's reputation, both on and off the clock - but instead of needlessly over-using threats and (unofficial) warnings to get this across to your employees, you can do much about this to your advantage in a much more positive way that facilitates a feeling of cooperation, teamwork, and joy among your staff using one simply rule: Instead of threatening them, empower them! Make them feel that they are as much a part of the company's mission statement as you are. Let them know that they count! Share how you see everyone working together as a circle in which everyone is equal and on the same level, rather than a pyramid where supervisors and administrators are at the top, and the staff is at the bottom. Everyone is equal because every job is equally important in fulfilling the mission of the organization. Third, there is giving credit, giving recognition, showing appreciation, being straightforward with direction (in a tactful, yet firm manner) when counseling an employee, and taking responsibility. The bottom line for the organization to remember is that it is their job to ensure that the work is a comfortable, yet professional, workplace. Fourth, be consistent and firm on all of the legal and ethical aspects of achieving your company goals. Ensure that your employees know how to properly communicate with each other, as well as their customers. Be an example to your employees that you communicate in such a way that it promotes an environment that is inclusive of all people and their unique abilities, strengths and differences, and promotes diversity as a strategic and competitive business advantage for the company. Fifth, always bear in mind that communication is a source of information to all organizational members when it comes to decision-making and planning out courses of action. Always keep your employees up to speed (and make sure that they all understand any company changes, new promotional sales, etc.). Asking your employees for their input and ideas is also a very wise course of action -- not only will this breed feelings of teamwork and cooperation (and, always remember: a well-informed employee will have a better attitude than a less-informed employee -- and an employee that understands the business inside-out will gain more respect from the customer -- so all the way around, this important aspect of communication plays a very crucial role in altering individuals attitudes), but generally speaking, most organizational managers are not full-time handling customer interactions: their employees are. Therefore, utilize this, and be sure to ask for suggestions on customer needs and promotional direction from your employees, as well. Sixth, create a connection with your customers. Understand that a large part of communication is the art of listening (this also applies to employees), and knowing how to maintain good eye contact (even if you're the most understanding listener, a customer won't feel taken seriously if you're staring at the floor). Make your communication personable -- "How was your day?" "How was your trip?" "How are you doing?" -- because little things like this go a long way. At the end of the day, your customers are responsible for company growth and profit -- so value them, and treat them all with respect and dignity. Seventh, handle customer stress in a smooth and constructive manner. Talking to customers can sometimes be stressful and intense, but no matter how strongly you may feel, always keep calm when communicating. The first thing you want to do if a customer has a complaint is to communicate empathetically, and show that you understand the customer's dilemma. This will help the customer to remain calm. Also, trying to put yourself in their shoes will help you deal with the situation better, as well as build good will and good customer relations. As you can see, communication really goes a LONG way in helping an organization grow, to gain a good reputation, and to ultimately reach its goals.