INTERNAL COMMUNICATION TECHNIQUES
GEORGETA-MĂDĂLINA MEGHIŞAN
Georgeta-Mădălina MEGHIŞAN, Assistant Prof., PhD Student
University of Craiova
Keywords: internal communication, oral communication, direct communication, media
communication
Abstract: The internal communication is a very important step in the enterprises’ and
organizations’ life. This permits the facilitation of their functioning. Everyone has to know to
whom she/he has to address to, for the needed information acquirement. The internal
communication has to contribute to the collaborators’ motivation improvement assembling them
around values and commitment. Moreover, the internal communication has to make the
enterprise attractive for the interested potential candidates and students. Three types of
techniques can be used to conceive an internal communication plan: oral techniques, direct and
media communication techniques. Among them, the enterprise journal, printed, audio-video or
electronic one, is a fundamental and essential tool of all the internal communication strategy.
The internal communication responsible, in general, the human resources headmaster has to
determine a calendar for putting into practice the entire communication actions and follow the
budget to avoid any deviation from the engaged costs.
1. Oral Communication
Technique used in enterprise, the oral communication represents a proximity
approach adapted to the very personal and individual messages. Used for informational,
motivational, as well as, reuniting objectives, the oral communication can take different
forms: individual meeting, meetings for information, meetings for dialogue,
telemeetings, visioconference, webconference, seminary and convention.
a. Individual Meeting
This technique is used when the communicational message is very personalized.
Put into practice to individually motivate the employees, give responsibilities to a frame
from a particular project, evaluate an employee’s work, the individual meeting is
needed in every communication plan.
b. Informational Meetings: Services Meetings, Intraservices Meetings
Hierarchical communication is regularly used to inform, unite a team reported to a
particular theme and erase reactions from the employees. It has to be completed by a
written material to avoid the dilution of its content in time. The meetings’ management
depends on their quality: data chosen and well equipped classroom (video projector,
retro projector...), duration fixation (choosing the beginning and ending hour of the
meeting), definition and classification of the meeting’s themes, time management and
delimitation of roles within the meeting. [Kotler Ph, 1997]. The participants’ disposal
has to be effective. The intraservices reunions’ interest is to open the enterprise there
where, the commercials don’t communicate very often with the Finances, and the
Accountants don’t communicate with the persons from Human Resources.
c. Dialogue Meetings
Generally induced by the hierarchy, this type of meetings has as main objective the
exchange of the employees’ own opinion regarding a specific question. The dialogue
meetings can be used as „pretests” of a future internal communication, permitting the
2990
employees’ reaction evaluation and the dialogue regarding this reaction towards, for
instance, an internal journal model or any other document taken into consideration. We
find here the same limits of putting into practice, specific to the meeting for
information, with the difference that the whole organization is under the rules of
exchanges facilitation service and dialogue between the participants.
d. Telemeetings, Visio conferences and Web conferences
The technological and Internet telephony evolutions, permit putting into practice
information and dialogue meetings, even though the focused employees are not in the
same place. If the enterprise is not well equipped to make a Visio conference, it can
borrow equipped studios. At the same time, the web conference solution develops very
fast, due to the easiness of its use and the very low cost compared to other technical
solutions. It is obvious that, the physical contact is an essential factor for the
communication quality; however, the appeal to these technical solutions permits the
economy of expenses.
e. Conventions and Seminaries
These two elements are used for the same technique regarding the participants’
number. In other terms, a convention is a seminary followed by many members. These
events, often organized in the moment of some important strategically decisions for the
enterprise (a new product launching, a new market attack etc), leave place to the group
motivation and emotion sharing [Kotler Ph., 2004]. Their role is less the employees’
information and more to persuade them of their choice pertinence and determine them
to adhere to the defined measure. This is the reason why, their conceiving and
realization are very important to succeed.
2. Direct Communication
Taken from the direct marketing, the direct communication techniques permit a
personalized and individualized approach. [McCarthy J., 1993] These can be put into
practice only with the condition that the internal communication responsible person
disposes of a complete and actualized employees’ data base: professional coordinates,
personal coordinates, telephone numbers, e-mail etc. Used mainly to inform, these
techniques are essential in a direct communication plan authorizing the message
transmission adapted to every targeted person. The telephone is used in a descending,
ascending and transversal communication. The SMS often serves to the information
transmission of some commercials far away from the enterprises’ social center. The
delivered courier to the working place is less personal than the courier delivered to the
place of residence. Often, the enterprise has the tendency to deliver the same courier to
all the members. The e-mail found its place in the internal communication. It offers the
possibility to personalize the interesting messages and, moreover, a rapidity often
essential to the internal communication development.
3. Communication throughout Media Means
The internal communication can take 4 forms to reach its target: written media that
is the most traditional; audio-video media whose use is often limited because of its
costs; electronic media, whose development is very important; and the communication
throughout an event that can be also used in this context.
a. Enterprise Journal
At its base, the project has to be defined in terms of audience and objectives. It is
not about to create a document that allows the leadership to express its opinion without
a strategic speech. A journal’s project is based on the study of the employees’
2991
expectations due to the qualitative and quantitative studies elaborated on the different
categories of targeted persons. The leadership confrontation of expectations and
objectives permits the definition of an electoral book. The following graphical scheme
presents a journal, page with page [Maval P., 2005].
INTERNAL COMMUNICATION TECHNIQUES
GEORGETA-MĂDĂLINA MEGHIŞAN
Georgeta-Mădălina MEGHIŞAN, Assistant Prof., PhD Student
University of Craiova
Keywords: internal communication, oral communication, direct communication, media
communication
Abstract: The internal communication is a very important step in the enterprises’ and
organizations’ life. This permits the facilitation of their functioning. Everyone has to know to
whom she/he has to address to, for the needed information acquirement. The internal
communication has to contribute to the collaborators’ motivation improvement assembling them
around values and commitment. Moreover, the internal communication has to make the
enterprise attractive for the interested potential candidates and students. Three types of
techniques can be used to conceive an internal communication plan: oral techniques, direct and
media communication techniques. Among them, the enterprise journal, printed, audio-video or
electronic one, is a fundamental and essential tool of all the internal communication strategy.
The internal communication responsible, in general, the human resources headmaster has to
determine a calendar for putting into practice the entire communication actions and follow the
budget to avoid any deviation from the engaged costs.
1. Oral Communication
Technique used in enterprise, the oral communication represents a proximity
approach adapted to the very personal and individual messages. Used for informational,
motivational, as well as, reuniting objectives, the oral communication can take different
forms: individual meeting, meetings for information, meetings for dialogue,
telemeetings, visioconference, webconference, seminary and convention.
a. Individual Meeting
This technique is used when the communicational message is very personalized.
Put into practice to individually motivate the employees, give responsibilities to a frame
from a particular project, evaluate an employee’s work, the individual meeting is
needed in every communication plan.
b. Informational Meetings: Services Meetings, Intraservices Meetings
Hierarchical communication is regularly used to inform, unite a team reported to a
particular theme and erase reactions from the employees. It has to be completed by a
written material to avoid the dilution of its content in time. The meetings’ management
depends on their quality: data chosen and well equipped classroom (video projector,
retro projector...), duration fixation (choosing the beginning and ending hour of the
meeting), definition and classification of the meeting’s themes, time management and
delimitation of roles within the meeting. [Kotler Ph, 1997]. The participants’ disposal
has to be effective. The intraservices reunions’ interest is to open the enterprise there
where, the commercials don’t communicate very often with the Finances, and the
Accountants don’t communicate with the persons from Human Resources.
c. Dialogue Meetings
Generally induced by the hierarchy, this type of meetings has as main objective the
exchange of the employees’ own opinion regarding a specific question. The dialogue
meetings can be used as „pretests” of a future internal communication, permitting the
2990
employees’ reaction evaluation and the dialogue regarding this reaction towards, for
instance, an internal journal model or any other document taken into consideration. We
find here the same limits of putting into practice, specific to the meeting for
information, with the difference that the whole organization is under the rules of
exchanges facilitation service and dialogue between the participants.
d. Telemeetings, Visio conferences and Web conferences
The technological and Internet telephony evolutions, permit putting into practice
information and dialogue meetings, even though the focused employees are not in the
same place. If the enterprise is not well equipped to make a Visio conference, it can
borrow equipped studios. At the same time, the web conference solution develops very
fast, due to the easiness of its use and the very low cost compared to other technical
solutions. It is obvious that, the physical contact is an essential factor for the
communication quality; however, the appeal to these technical solutions permits the
economy of expenses.
e. Conventions and Seminaries
These two elements are used for the same technique regarding the participants’
number. In other terms, a convention is a seminary followed by many members. These
events, often organized in the moment of some important strategically decisions for the
enterprise (a new product launching, a new market attack etc), leave place to the group
motivation and emotion sharing [Kotler Ph., 2004]. Their role is less the employees’
information and more to persuade them of their choice pertinence and determine them
to adhere to the defined measure. This is the reason why, their conceiving and
realization are very important to succeed.
2. Direct Communication
Taken from the direct marketing, the direct communication techniques permit a
personalized and individualized approach. [McCarthy J., 1993] These can be put into
practice only with the condition that the internal communication responsible person
disposes of a complete and actualized employees’ data base: professional coordinates,
personal coordinates, telephone numbers, e-mail etc. Used mainly to inform, these
techniques are essential in a direct communication plan authorizing the message
transmission adapted to every targeted person. The telephone is used in a descending,
ascending and transversal communication. The SMS often serves to the information
transmission of some commercials far away from the enterprises’ social center. The
delivered courier to the working place is less personal than the courier delivered to the
place of residence. Often, the enterprise has the tendency to deliver the same courier to
all the members. The e-mail found its place in the internal communication. It offers the
possibility to personalize the interesting messages and, moreover, a rapidity often
essential to the internal communication development.
3. Communication throughout Media Means
The internal communication can take 4 forms to reach its target: written media that
is the most traditional; audio-video media whose use is often limited because of its
costs; electronic media, whose development is very important; and the communication
throughout an event that can be also used in this context.
a. Enterprise Journal
At its base, the project has to be defined in terms of audience and objectives. It is
not about to create a document that allows the leadership to express its opinion without
a strategic speech. A journal’s project is based on the study of the employees’
2991
expectations due to the qualitative and quantitative studies elaborated on the different
categories of targeted persons. The leadership confrontation of expectations and
objectives permits the definition of an electoral book. The following graphical scheme
presents a journal, page with page [Maval P., 2005].
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