The Importance Of Internal Communication

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Introduction

Internal communication can be seen as the oil that makes a company run smoothly or the bridge that creates connections between employees and responsibilities. In fact, effective internal communication leads to superior understanding and encourages knowledge sharing, which can be only a positive aspect for the well functioning of an organization (Institute of Internal Communication, n.d.).

Radio 21

Radio 21, also known as one of the most popular private networks in Bucharest, Romania, is a small radio station with a major impact on the target group between 15 and 25 years old (Berry, 2004). It is primarily based on the practice of airing radio advertisements, while it broadcasts music hits, entertaining content and news bulletins …show more content…

First of all, communication plays an important role in controlling member behaviour due to the fact that organizations have hierarchies and formal guidelines that employees have to take into consideration. To be more precise, communication acts as a control function when employees respect their job description, obey the company policies or simply communicate a job-related complaint. Informal communication can also control behaviour. When work groups draw a member’s attention to his excessive involvement that may affect the others’ reputation, the member’s behaviour is informally communicated and controlled. Second of all, communication stimulates motivation by explaining to the employees what their responsibilities are, providing feedback on their performance, and rewarding them for desirable behaviour. Emotional expression is another function of communication, which allows people working in a group to show their satisfaction and frustration. Lastly, communication provides the information necessary to identify and evaluate choices in order to make the best

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