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External Communication In Media Organizations: A Case Study

1598 Words7 Pages

Communication plays a critical role in media organizations. Employee communication and internal communication enhance the smooth running of the media organizations in order carry out nourishing production or service delivery; however marketing and public relation management also play critical roles in media organisations. Employee communication refers to the situation when information is transferred from an employee to another, and the other employee not only understand the information but is also ready to use it. Frank and Brownell (1989:5-6) defines employee communication as “the communication transactions between individuals and groups at various levels and in different areas of specialization that are intended to design and redesign organizations, to implement designs and to coordinate day-to-day activities”. Internal communication refers to the communication that takes place inside the organisation to enhance good output and is facilitated by the management. Acasa (2005) viewed internal communication as “the provision and exchange of information and instructions which enables an organisation to function efficiently and employees to be properly informed about developments, policies, vision, mission and objectives”. It is important for the media organizations to market themselves and have a good relation with the public. …show more content…

According to De Chernatony and Segal-Horn (2003), “once the employees are part of the organization, internal communication may help in aligning employee behaviour with the corporate values”. This confirms my assertion that in the absence of internal communication, the media organisation will be disorganised, and riddled with

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