Academic journal article UTMS Journal of Economics

Business Communication in Function of Improving the Organizational Culture of the Company

Academic journal article UTMS Journal of Economics

Business Communication in Function of Improving the Organizational Culture of the Company

Article excerpt


We all learn to communicate from the earliest age. It is interwoven with all the additional elements that the family teaches its child and they have to do with family, social or national culture. It is with this culture, additionally refined from the social functioning of the individual up until his/her employment, (i.e. the educational system and all the remaining formal and informal organizations in which the individual has participated and communicated, which in turn have affected his/her behavior) that he/she enters the new organization.

The culture of behaving presents a mixture of manners and actions that the individual uses and through which he/she manifests them in the surrounding. Each individual is different because he/she presents a product of various cultural influences: family, social, educational, informal and formal organizational associations.

Organizational culture refers to a core set of attitudes and practices that are shared by the members of the organization and that determines their behavior. (Engelen et al. 2014). The organizational culture can be noticed by the clients who frequently communicate with the employees, by the manner of communicating as a dominant form of communication, etc. This is a sign of good or bad organizational culture and contributes to building the image of the company. Each company strives towards building an image and self-branding or branding its products, yet that cannot be achieved without appropriate communication as part of the organizational culture.


Communication has been widely accepted by scholars and academics as the lifehood of an organization, because communication is needed for exchanging information, exchanging opinions, making plans and proposals, reaching agreement, executing decisions, sending and fulfilling orders and conducting sales (Blalock 2005).

Communication is essential for the success and growth of an organization (Udegbe et al. 2012). It is widely accepted that business management and business educators perceive communication skills as highly valuable to employees and organizations alike (Conrad and Newberry 2011). Communication in context of the activities of one organization (products, services, clients, coworkers...) is called business communication. It is a process of generating, transmitting, receiving, and interpreting messages in interpersonal, group, public, and mass communication contexts through written and verbal formats. This type of communication is aimed toward organizing activities that will lead the members of the company to making a profit. (Safran 2010).

Business communication is done in and outside the organization; of course within the context of the organization itself. Effective business communication is the key to planning, leading, organizing, and controlling the resources of the organizations to achieve objectives, and may be formal or informal in nature (Hynes 2005). Unlike formal communication, informal communication is not tied to the work place and hierarchy. This communication, in any type of form, no matter whether in or outside the organization is done quickly.

The vertical communication which is communication between a superior and a lower ranked employee is most often formal, unlike the lateral communication which is mostly informal.

Since communication is a precondition to development, access to and control over the means and processes of communication are properly questions of great social importance. (Hoover, Venturelli, and Wagner 2009). Even though the basic goal of every sender in every communication is for the recipient to get the information precisely and fully, this does not always happen. Sometimes the information does not reach the recipient, fully or partially, due to various barriers in the surrounding. There are two types of communication barriers: external and internal.

There are also two sides in the communication process. …

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