MODULE 1 TASKS o Read Module Overview o Read Chapters 1 and 2 o Discussion Board Post (discussing the role of organizational communication) o Sign up for article reports o ACT Exercise #1 Communicating about Identity Theft (see end of document) Disclaimer: The module overview is only meant to serve as a supplement to the required readings. This review does not include all of the information from the chapter. Instead, it provides a brief summary while also factoring in discussion questions and additional examples. Please see the end of the document for a formal reference list, which includes our textbook as well as any other resources used to complete this document. Module 1 Overview What is Organizational Communication? This week we begin our journey by exploring the definition of organizational communication. You ll notice that chapter 2 delves more into the actual definitions of organizational communication. But first, the authors explain the importance of communicating in a constant changing world of work. In order to understand how to engage in effective communication, organizations must understand their goals, employees, industry, culture and the role of change. In fact, Eisenberg, Goodall, and Trethewey (2014) explain that an expert in organizational communication must understand and accept change. The communication skills you use in one organization in 2014 may be different from the skills you will need for effective communication when working at a different organization and during a different time period. Change is inevitable. I m sure we can all think of instances where we had to adapt to some type of change. Perhaps we dealt with a personal change (e.g. addition to the family) or a change that impacted all of society (e.g. the rise of gas prices or a new president in office). There are tons of examples and more to come as we continue to experience change throughout our lives. This is no different for organizations. Changes can occur within an organization or changes in society may impact an organization s operations. Because of this, change is considered when different organizations define effective communication. In doing so, organizations also consider their goals, unique culture, key publics, and the industry (Eisenberg, Goodall, & Trethewey, 2014). For example, as social media became popular, organization s had to consider how this new tool fit into their definition of effective communication. How could this tool be used to communicate with their internal and external publics? When discussing the role of change, we must consider certain factors. Globalization. Improvements in transportation, communication, and technology have helped us practice business on a global scale. We are able to do business with individuals in various locations. Eisenberg, Goodall, and Trethewey (2014) discuss how global business is often expected of organizations now because of the rise of globalization. For example, consider how 1
a person may expect a company to be able to ship their goods, regardless of the location of the buyer and seller. As you read throughout the chapter, you ll learn about some of the pros and cons associated with globalization. There are also some current debates on how to handle globalization. For example what is the best way to regulate this global market? Being a part of this global economy brings about different requirements and considerations. Working across international borders only increases the tendency for an organization to work with a multicultural workforce. This only heightens the need to recognize diversity, adapt, and understand how it can be beneficial to the work environment (Eisenberg, Goodall, & Trethewey, 2014). Communication Technologies. Eisenberg, Goodall, and Trethewey (2014) define communication technology as, any type of electronic tool or device that may be used to enhance or enable information sharing or person- to- person interaction (p. 15). Such technologies can help organizational members communicate with each other and their consumers even globally. Thing about how Gordon was able to email out all relevant audiences to notify them about the early school closing following the forecast for possible inclement weather. Text messages, emails, and automated phone calls helped make this a time efficient process. Communication technologies play a major role in globalization. Imagine how much harder it would be to handle business across international borders if we could only do business via traditional mail. Organizations can use communication technologies: (1) to bring elements of the organization closer together in the service of increased effectiveness and efficiency and (2) to bring the organization closer to the customer (Eisenberg, Goodall, & Trethewey, 2014, p. 16-17). There are some clear benefits to using communication technologies as part of an organization s practices. Notice how many organizations now have Facebook pages. These pages can serve many functions. A company can communicate updates to their customers, while also receiving their feedback. This type of interactivity (between organizations and consumers) is one of the many benefits of communication technologies. As mentioned earlier, consumers have begun to expect global business from different organizations. The same could be argued for organizations. Take, for instance, this concept of the urgent organization. Because of technology and its ability to speed up business practices, customers have higher expectations for access to products, service, information and faster response time (Eisenberg, Goodall, & Trethewey, 2014, p. 17). Think about if you call into to a technical support line to get assistance with your computer. Oftentimes, we expect to call and have the issue handled as soon as possible. Long wait times are annoying and if we need a call back, we expect it to occur sooner rather than later. These are examples of how technology has impacted our expectations for customer service from organizations. In fact, providing customers with this fast service is another means of competition between organizations. The chapter discusses many advantages associated with organizations being the fastest. Of course, this great resource comes with a price. Not only do organizations have to invest in the actual technologies, but they also have to invest in people using those tools. This can include training seminars. There are also potential risks associated with communication 2
technology. Our textbook also includes a little discussion on identity theft. We ll also explore this topic even more for your ACT exercise #1. The Meaning of Work. What do you look for in a fulfilling career? What do you consider to be a successful career path? What does work mean to you? Different people will have different answers to these questions because of various personal and professional commitments. Our textbook authors argue that the meaning of work has changed. One reason for this new definition is because of the new social contract, which means job security is fleeting and tied expressly to whether one s skills fit the organization s needs at that time (Eisenberg, Goodall, & Trethewey, 2014, p. 20). For example, imagine I work at an organization as part of the payroll team and I am responsible for the third stage of the pay process. But, a new technology has been adopted that eliminates the second and third stage of the pay process. Would my job be safe? This is a fear for many. To help combat this Eisenberg, Goodall, and Trethewey (2014) discuss the importance of continuous learning, networking, and building strong working relationships. The meaning of work has also changed because of some individuals growing distrust in organizations. The new social contract, discussed above, causes some employees to question their organization s loyalty. (Will they keep me around if another technology does my job and they no longer need me?) An organization s unethical behaviors may also lead to a lack of trust for organizations. The chapter provides examples of unethical practices on the part of different companies. Even responses to unethical behaviors will impact the way an organization is viewed by internal (e.g. employees) and external (e.g. customers) publics (Eisenberg, Goodall, & Trethewey, 2014). This is another angle we will explore with ACT Exercise #1. When a person defines work we must also consider quality of life (Eisenberg, Goodall, & Trethewey, 2014). Earlier in these notes, I asked you about what you considered to be a fulfilling career. Is it more money? Flexible schedules? Opportunities to help the community? Strong working relationships? Again, this definition may vary from person to person. Ultimately, when understanding the role of effective communication with organizations, we must understand a continuously changing environment, which includes the role of globalization, communication technologies, and the meaning of work. Staying current in these areas is important to reach your audience. Think of it this way if you are speaking to a group but you are not understanding the global reach of your company, the role of technology, and the way in which they may define work, would you be able to adapt to your environment and provide a clear and relevant message? After explaining the importance of change, our textbook authors focus more on the definition of organizational communication. In chapter one Eisenberg, Goodall, and Trethewey (2014) explain, interaction required to direct a group towards a shared goal is called organizational communication (p. 4). Throughout the chapter, they build on this understanding by explaining the history of definitions for organizational communication. 3
The authors address four approaches to organizational communication (Table 2.1 on page 40 provides nice summaries and comparisons of these approaches): Communication as Information Transfer (or the linear model of communication). This approach views communication as a flow from one person to another. When a person does not receive a message in the way a sender intended, this would be considered miscommunication. The chapter explains three listening barriers that could lead to miscommunication information overload, distortion, and ambiguity. However, critics argue that this model was too simplistic and assumed that receivers were passive (Eisenberg, Goodall, & Trethewey, 2014). Think about when you have a conversation with someone do you simply sit there and receive the message during the communication process? Or, do you actively take part in the communication process, sending some type of message back (verbally or nonverbally). Even providing eye contact, nodding your head and remaining silent is are means of communicating. These examples of nonverbal communication are addressed in the transactional model of communication. Communication as Transactional Process (or the transactional process model). This approach views communication as a simultaneous process. In a conversation, I am both a sender and a receiver. This model focuses on how senders and receivers construct meaning; the communication process used to create shared meaning. But, critics argue that this approach focuses too much on creating shared meaning and doesn t consider when shared meaning is not accomplished. Critics also argue that creating shared meaning is difficult to measure empirically (Eisenberg, Goodall, & Trethewey, 2014). Communication as Strategic Control. This approach views communication as addressing many goals not just creating shared meaning (one goal). An effective communicator is able to choose strategies that are appropriate for accomplishing multiple goals in order to influence others and lead to some organized action (Eisenberg, Goodall, & Trethewey, 2014, p. 34). The chapter also discusses the role of strategic ambiguity when communicating in order to reach certain goals. However, critics argue that this approach focuses too much on individual behaviors (and not community) and not enough on ethics. *Communication as a Balance of Creativity and Constraint. I place an asterisk beside this last view of communication since this is a part of our textbook title. The authors explain, We believe that communication is the moment- to- moment working out of the tension between individual creativity and organizational constraint (p. 38). Communication attempts to mediate this relationship. For example, communicating about structure helps employees understand the rules of an organization. Our own creativity and social constructions can even create constraint. Page 39 in your textbook provides an example of how this relationship between creativity and constraint could play out in an office meeting. Although the different approaches come with criticisms, Eisenberg, Goodall, & Trethewey (2014) acknowledge beneficial elements of each approach and pull them together to present organizations as dialogues. The authors define dialogue as, balanced communication, or communication in which each individual has a chance to both speak and be heard (p. 46). In 4
this regard, communication must include (1) mindful communicators, (2) equitable transactions, (3) empathic conversations, and (4) real meetings. In other words, as part of dialogue, when communicating individuals would (1) engage in active thinking while communicating, (2) all have the opportunity to express their views and thoughts, (3) imagine themselves in another s shows while drawing meaning and communicating, and (4) have respect for each others differences and own experiences. While this approach can certainly be beneficial, it can also bring challenges. The chapter highlights some of these advantages and disadvantages. For example, employees may grow more satisfied with their job, however with this approach may also be the assumption that all of their opinions will be used in making major decisions for the organization (Eisenberg, Goodall, & Trethewey, 2014). When viewing organizational communication as dialogue, you must also consider the role of context. Members of the organization are situated individuals who communicate based on their interpretations of multiple contexts (Eisenberg, Goodall, & Trethewey, 2014). For example, as an employee of your current organization you know about your work environment (a context). When you are in the boardroom meeting with key executives, you would consider this context when communicating. This view of organization s as dialogue also considers the role of ethical communication. The chapter provides some examples of rules to follow to remain ethical when communication as an organization. So what s the bottom line? Effective communication is important for organizations when communicating with their different publics. Part of this effective communication is understanding the role of change and adapting. Organizations must also consider their own culture, industry, and members in order to understand exactly how to communicate effectively. The definition of organizational communication has changed over time. Eisenberg, Goodall, & Trethewey, 2014 highlight keep elements of these multiple definitions/approaches in order to present organizational communication as dialogue. This approach continues to highlight the importance of feedback and two- way communication (p. 55). In addition, the authors emphasize communication as a balance between creativity and constraint, as illustrated in the title of our text. Discussion Board (DB) #1 You ve gotten a preview into the definition of organizational communication. Tell the class why organizational communication would be important in your current career, future career or past career. In your response, make sure to touch on at least one of the following: one of the four approaches to organizational communication, quality of life, globalization, technology, and/or the meaning of work. ACT Exercise #1 http://wtvr.com/2014/07/25/target- experian- data- sale/ 5
Read the following news report. Considering this information and what you learned in in this module about ethics, the role of change and the purpose of communication, how do you evaluate Experian s communication practices? Type up a 1-1.5 page, double- spaced paper addressing this question. See the syllabus for additional information on format. Don t forget to sign up for your three article reports using the discussion boards. 6