Communicating Effectively

 

Organizational Communication - how a group transmits information or messages to others - is important to successful implementation of strategic plans, yet many organizations never think of preparing a communications plan.

Announcements for members about upcoming events, monthly newsletters, annual reports, membership recruitment materials, press releases on special events, funding proposals to potential donors, policy briefs for Governments, issue statements…. all are forms of organizational communication.

Every organization has many audiences: members, staff, volunteers, partner organizations, interagency groups, funders, government officials, local leaders and decision-making, and the general public.

What kind of information does your organization need to communicate? How can it best be transferred to different audiences? Who should be responsible? The group exercise on Organizational Communication is a good place to start.

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ORGANIZATIONAL COMMUNICATION

Objectives

• to identify various organizational audiences, appropriate content and means of communication with them
• to recognize the importance of good organizational communication in the successful implementation of strategic plans

Time it takes

• 1 hour

What you need

• flipchart and markers
• handout Organizational Communication.

How it's done

1. Introduce organizational communication with a brief presentation by making the following points, putting key words on the flip chart:
   1. In the most basic terms, communication can be defined as the transmission of information or the giving of messages to others.
   2. When we consider "organizational communication", we reflect on what message our organization as a whole is transmitting and how best to send it to different audiences. This is an area where we can share and learn from each other - we all wish to send messages that are consistent with our purpose, goals, objectives and the implementation of our plans. Our success stories may help others.

2. In the large group, do a round to name categories and/or subcategories of "audiences" for organizational communication, e.g. 1) within (members, staff, volunteers, supporters); 2) without a) partner organizations, interagency groups; b) funders, creditors, government officials; c) local leaders and decision makers; d) the general public.
   Allow 15 minutes.

3. Introduce the group work with the following directions: Each group will take one audience category and 1) discuss effective organizational communication for their "audience category" under the headings "purpose/s" (e.g. motivation, lobbying, awareness), "content" (e.g. upcoming events, plan progress), and "means" (e.g. presentation, media). 2) Summarize main points and note any major differences in experience and recommendations of participants from different organizations. Distribute "Organizational Communication" handout. Divide participants into mixed working groups corresponding to the number of "audience categories.
   Allow 25 minutes.

4. Have groups report, compare and summarize. Briefly discuss when a "communications plan" might be developed and implemented as part of the organizational strategic plan (e.g. when, who should be responsible). You may collect small group work for copying and later distribution.

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Organizational Communication

Directions:

1. Discuss effective organizational communication for your "audience" under the following headings. Talk about how to send messages consistent with purpose, goals, objectives, plans and their implementation.
2. Summarize main points of your discussion and differences in experience and recommendations.

 

Audience: _______________________________________________

 

Purpose/s of Organizational Communication:

 

Suggested Content:

 

Means: (how to put message across)

 

Summary:

 

 

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