Annals of “Dunarea de Jos” University of Galati Fascicle I. Economics and Applied Informatics
Years XXII – no3/2016
ISSN-L 1584-0409 ISSN-Online 2344-441X
www.eia.feaa.ugal.ro
The Importance of Managerial Communication in the
Activity of a Firm
Marcel Laurentiu ROMANESCU
A R T I C L E I N F O A B S T R A C T
Article history:
Accepted November Available online December
JEL Classification
M , M
Keywords:
Communication, Organization, Management, Performances
Communication is a fundamental feature of existence. All managerial functions are made through communication, as a process of understanding between people by means of information transfer. )n the attempt of defining the notion of communication it should not lose sight that this is a means and not an purpose, which gives managers the opportunity to lead. Communication, in management science, is known as a main activity of the managers, being considered as a component of the management function. Communication or exchange of information, ideas and feelings, was defined as an interpersonal process of transmission and reception of symbols that have meanings attached.
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1. Introduction
So, communication is that phenomenon that allows creating links between people, institutions and between institutions and people, relationships similar to invisible bridges of informational essence.
Managerial communication is a fundamental process of mutual interaction based on feedback, in which managers at all levels communicate ideas, feelings, decisions to subordinates with the possibility to check the manner of reception the message by them. )t affects and alters perceptions, attitudes, behaviors, feelings and opinions of individuals and groups and therefore constitutes a path through which people correlate efforts synergically.
2. Conceptual issues on managerial communication
Managerial communication has emerged as management discipline from the need to provide the manager the best means of interaction in order to fulfill its functions and roles.
Communication processes attended by managers, generally, and European managers, particulary, are very important between manager and his subordinates, between leaders of the same level and the external environment. Communication processes allow managers to effectively fulfill their work and make decisions on choosing the best course, the actions for goals.
The particularities of managerial communication in Europe relative to other kinds of communication, are generated by the purpose, objectives and functions roles of this communication, by the organization and structure of the European context and culture.
The purpose of managerial communication in any organization is that of achieving a correct, but mostly efficient and effective information, both vertically and horizontally, in order to achieve optimal conditions of internal and external requirements and consistent with managerial and organizational objectives established.
Definitions given to communication are many and various, but all the definitions given to human communication have at least the following common elements: communication is the process of transmission of information, ideas, opinions, decisions, from one individual to another or from one group to another and in the same time to receive reply to them.
")n business management, communication is essential both within the organization, to correctly understand the mission and the objectives pursued and also on outside to promote the company s image and adapt to the profound changes in the business environment." , p.
No activity, from everyday activities of daily routines to complex activities undertaken at the level of organizations, societies, cultures, can not be conceived outside communication process. Authors of management science, in general, like those in communication science, in particular, are nearly unanimous in supporting difficulty developing sufficiently precise and comprehensive definitions making it possible understanding of all contextual aspects of communication.
Researched definitions vary not only depending on the social context in which communication is being studied, but according to scientific perspective assumed by authors, so the philosophical perspective differs from the sociological or linguistic one and, in particular, by the managerial one.
Sultana Craia notice, in turn, because "the concept of communication has been addressed in time, from multiple perspectives, which resulted in a spectacular proliferation of definitions" , p. , mentioning the performance of two American researchers who inventoried no less than definitions. Without proposing an analysis of this impressive inventory of definitions, we will draw closer to the ones corresponding to managerial perspective or which indicates directly the managerial nature of communication.
(оrst R“сklе formulates an extremely short definition: "Communication is the exchange of information". )n describing communication, the author states that it "requires social interaction, using innate or acquired ways of behavior, as well as verbal or nonverbal existence of signals that are emitted and received consciously or unconsciously".
Managerial communication is the form of communication between people, a management tool with which manager can perform specific responsabilities: forecasting, training, organization, coordination, control, evaluation and is oriented not only towards delivering messages, but also to change mentalities and psochological adaptation of staff within the organization. Managerial forms of communication can be conducted as follows , p. :
from top to bottom - vertical upward communication from company management to subordinates ; through this kind of communication, manager disseminate information on business goals, the state of their completion, the tasks of employees, instructions and provisions about how to achieve them;
from the bottom to top - vertical downward communication from subordinates to company management ; there are given replies to communications made by managers, information on how the development of the activity, suggestions, opinions, views of the employees in connection with the settlement of certain tasks;
laterally – there are established cooperation relationships, both horizontally, between departments located on the same hierarchical level between which there are organizational cooperation relationships, and diagonally, between departments located on different hierarchical level, on this flow, communication can be both informal and formal; normally, this type of communication is temporarily between team members working on the same project, that aim at achieving common objectives.
Organizational communication is the flow of information within an organization, allowing internal team to perform at the highest standards. Whether in personal relationships, people are becoming more open towards each other, as they gain more trust each other, in an organizational context, things change because, on the one hand, of the fact that the manager has the power and on the other hand, of the fact that the information is distorted in its passage through the channels of communication.
Communication within an organization is determined by fulfilling more functional and organizational needs, without which could be compromised the very existence of the organization itself. Among these are:
a. management functions cannot be operationalized without communication. The processes of goal setting, to achieve consistency with the organizational structure, involvement of staff, harmonization of actions with the initial objectives and eliminating inconsistencies rely on receiving and sending messages;
b. communication establishes and maintains relationships between employees;
c. through feedback, communication reveals possibilities to improve individual and overall performance of the organization;
d. underlying motivation process, communication makes it possible to identify, to know and use correctly the various categories of needs and incentives to guide behavior toward employees' performance and satisfaction;
e. contributes to the establishment of fair and effective relationships, of understanding and mutual acceptance between bosses and subordinates, colleagues, people inside and outside the organization.
Taking into consideration the interconnectedness between all the ongoing processes within an organization, it can be said that it is impossible to find an aspect of manager s work that does not involve communication. The real issue of corporate communication is not whether managers engage in this process or not, but if they communicate well or satisfying.
Most managers know that their success depends largely on their ability to communicate. (owever, most often, managers do not know what is a perfect and efficient communication. Some claim that if employees would understand better their managers, organizations would work easier. The reason is that they have not called for a collaborative process, cooperation - they have not agreed on schemes of communication - have not adopted together decisions, they blamed each other in case of failures and they avoided each other as they could. Therefore, no communication is often a symptom of other problems. Communication skills are not only important, but the need for them is universal. everyone needs to communicate effectively with others.
that kind of communication skills of a manager, aimed at making efficient decisions in order to achieve the objectives set for the organization concerned with maximum profitability. Managerial communication is also a management tool by which the company manager transmit essential messages of the organization, to its members, so that the information be well understood for achieving the organization's objectives.
Managerial communication aims optimal development of managerial functions. , p.
)n this context, we talk about interpersonal communication in the group and in front of an audience. Only by means of a communication on an emotional level, the manager is able to understand the subordinate s personality, its specific needs and aspirations, his value system. Listening with empathy, can initiate the process of effective motivation, beyond which performs organizational systems motivation. More communication is the only way the manager can meet some informational, emotional and spiritual needs of subordinates. Through precise and targeted communication can ensure proper understanding by subordinates, what he has to do, what is required and what is expected of him, what rights and obligations has, what behavior is accepted, rewarded or punished.
)n specialty literature, it is considered that manager s activity is analyzed in terms of managerial roles, and communication is an essential element of each role.
3. Communication through brand and trademark
The clear and effective communication is the key to the success of a brand. This brand engine will trigger appropriate mental associations. Articulation of brand engine meaning that is getting three or four words that capture exactly what you are trying to play is sometimes difficult.
The identity of a brand's positioning refers to the mind of the consumer. )ts positioning should be unique to that brand to be heard and seen in the crowded market space. Brand communication must be made in terms of consumer needs beyond product attributes and functional characteristics. )n marketing . marketers need to target buyer's mind simultaneously, the impulse to consider a purchase decision. , p.
Brand communication can be made using the following methods:
a. Brand communication through whitepapers as stated Michael A.Stelzner , p. generally support a position or a specific solution to a problem. Whitepapers are powerful marketing tools used to help decision-makers and influence to justify implementing solutions and to introduce products and technological innovations.
b. Brand communication through newsletters by e-mail have tremendous value as a way to present a systematic series of visionary content.
c. Brand communication through blogs is the easiest way to make known ideas on market.
To communicate well a thought content about the brand it might have created content that solve problems or answer questions of their buyers, to show that the organization is run by people who focus on human needs.
The most delicate point of the appointment process is finding a word to magically signal the ideea behind the brand engine, as simple as possible. The best names are based on strong, clear and simple objective. All names must meet the criteria of three areas: strategic, linguistic and legal.
Strategic criteria refer to the surprise the idea in name in a significantly way, to adequacy and engaging the target audience, its size and area of business in which the company operates, if it can be memorized easily.
Linguistic criteria refer to the international use of the name, to ease that can be spoken or written. Legal criteria refer to copyright that the new name will not have to break them, to protect it as a trademark to protect his world.
The names are composed of two key elements: form and content. The shape of the word refers to whether it is real or created. A real word is a word that we find in dictionaries. A word created is invented.
The second element to be taken into account when choosing the brand name is the content. )t can be generic, one word that can not become commonplace trademark.
Creating a name must keep the following rules in order to be effective on brand communication , p. :
A good name communicates something real and specific about a company, product or service. A good name gives a company or service unique and it stands out clearly from the competition.
A good name is short, snappy and precise. Simplicity makes a name to be easy to pronounce, write, read, remember.
A good name is liked hearing regardless of language. Auditory memory is more powerful than the visual. A good name creates associations and is rich in suggestions.
A good name can be built if you are aware of the strengths and the weaknesses. A good name is integrated into a family and takes into account past and future
Visual symbols are the main tools in transmitting information quickly and directly from what once were called transmitter to receiver. As a component of the identity of a mark, its symbolic dimension contributes to the associations that people or clients do on a particular brand. This size is determined using a brand name, but also the symbol through which uses communication and brand aimed at the achievement of positive associations with the brand.
)n conclusion, each brand is recognized in the market for some unique detail that can be color, logo, sign containing a specific meaning related to the objectives, background, company strategy or even those in the message.
4. Communication strategies
)nternational communication strategies are developed in the context that guides all the tools, the means and resources used. Guidelines called strategies can be classified as follows:
a. by the communication objectives are identified:
firm - oriented communication: it is found that is closely related to product-oriented communication, advertising and emotional elements dominating uses mass media, is created by the company's image in a certain geographical area. So all acts of internal communication is communication that is achieved within a firm and developed in the context of networking staff. Communication enables a spirit of enterprise and employee motivation.
product - oriented communication - through its finding that the communication is related to innovation, using all media and includes rational and emotional elements.
individuals – oriented communication: are the means of developing a direct relationship with certain people, such as politicians, members of consumer organizations, intermediaries, prospective competitors or business partners; imposes limited means of communication, such as the influence of individuals using rational elements.
b. by the degree of standardization are identified:
Standardized communication: contains the same media outlets throughout the market and holds messages with identical content.
Concentrated communication: focus on a particular market segment, which grants full attention, providing a single specific message or multiple messages.
Adapted or differentiated communication: refers to the fact that it varies from market to market, and its specific media for different promotional messages, which are also different.
c. by the contract transceiver-receiver:
)ndirect communication - using means of mass communication that are transmitted through intermediaries is typical for advertising.
Direct communication - using means allowing direct contact with customers, consumers, users, etc. d. by organization:
Communication with own forces;
Communication through institutions, agencies, specialized companies. e. by the mode of action on receiver are identified:
Push strategy: focus on distribution, given ordering and marketing.
Strategy vents: envisages strict consumers to entice them to products, in particular relate to advertising. Therefore, developing a promotional strategy and its operationalization to desired markets, is one of the great decisions of an undertaking international marketing, decisions that can guarantee business success or failure in some markets.
)n what follows are the main international communication strategy company.
)n contemporary society, information and communication come together with global strategies, present and future development.
)f we consider the nature of the message conveyed, it is widely agreed that mass media functions are: a informative function. The account information is and will continue to be important in the future given the theory of newspaper, radio and television. This function has a dual determination:
Social, in the sense that society should be properly and promptly informed to maintain functional balance;
individual, as unremitting aspiration to be well informed with what is happening in his environment and surroundings in the world, both to satisfy an inner necessity, and to seamlessly integrate into the community.
Facts, events, phenomena that make up the substance of this information is not collected at random, they are selected, processed and disseminated in line with specific values of the system we are building, being called to serve social progress and human development. (ence a huge political and social responsibility for those in public form.
and philosophical own socialist. Thus, the media helps the individual to orient themselves within everyday events, giving valuation criteria, to understand the meaning and significance of facts, phenomena that come into contact.
Performing the functions specified, means of communication create and facilitate public affirmation. Typical form of manifestation of social consciousness in action, public opinion, defined in various ways, is a psychosocial phenomenon, which arises across groups depending on the facts and events, current of social reality, expressing their evaluation by a system of values, interests and aspirations specific to the group, to collectivity.
5. Conclusions
A good starting point in the assessment process and products of communication in terms of ethics is examining the true reason and purpose of communication and its impact. Distortion of information due to unintentional human nature is another factor to be considered an ethical point.
Messages are not ethical or unethical in itself. What causes an message to be ethical or not, lies in the message that the issuer intends to realize through this message. So the manager must take into account not only the motives, intentions and communication purposes, but also its potential impact.
Ethical issues must be analyzed in the light of the legal and moral precepts national specific. Manager that is operating in an international environment must be aware of cultural sensitivities, regional and ethical characteristics, habits and specific elements of the countries where or about which he operates.
Ethics of an organization is created and supported by organizational culture, by policy of the organization and obviously by individual ethics of managers. )n today's information societym major issues of ethics are concentrated around the human relationship with information and organizational culture is one that includes values related to how information is treated. Widespread agreement on the establishment of these values is one of the important tasks of organization management.
)n organizational ethics context plays a fundamental role in promoting or undermining the image of a company. Ethical climate and unethical is a feature of an organization, its culture. But the organization is one that behaves in a certain way, but its employees through decisions and actions they take.
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