EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOAL AND OBJECTIVES

EFFECTIVE COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOAL AND OBJECTIVES

CHAPTER ONE
INTRODUCTION

BACKGROUND OF THE STUDY

Basically, communication touch every sphere of human activity, it informs or better still disseminate information/message to target audience. One of the peculiarities of the human race is communication among the members of the society. Communication is an essential attribute of human behaviour . In deed, communication is perhaps man’s most important singular activity because every other human activity  revolves around communication.

Animals and trees also communicate, but it is man’s ability to create symbol, ascribe meanings and interpret messages that elevate him above the status of the lower animals and gives form and character to his existence. All organizations encourage effective communication by having established channels (formal and informal) of transmitting information to people. In all enterprises, effective organization channel is required to transmit company policies, programmes, rules and regulations. It is also required in dealing with customers, regulatory agencies and the generals public. It is through good communication with business owners, board of directors, management, peers and subordinates that an organization maintains goodwill, grows and waxes.

Communication also serves as an instrument of social interrelation. It help us understand ourselves, to keep in touch with other people, to understand them and to  predict their response to situation, its means by which power is acquired, exercised and sustained. It is the medium through which relationship are established, extended and maintained, it provides a means by which people in business policies make decision and management and materials. In business and industry, communication helps to orient workers to work with one another and to achieve the good goals of the organization, and it is the means by which such goals can be pursued, attained sustained and improved.

It is the lubricant that keep the machinery of an organization functioning. It is the means through which roles are identified and assigned, it is the life blood of an organization.

The above brief historical consideration of communication emphasize its importance in human existence. To organize is to communicate; thus, no organization can survive without communication.

The effect of marketing communication is an organization can be measured in terms of attitude and performance for it affects the morale of the employees, and their attitude towards the organizational productivity.

    • STATEMENT OF THE PROBLEM

Most business organization today have failed in their bid to satisfy their potential customers not in quality or quantity of such goods and services provided but in terms of creating adequate awareness and enlightenment to its customers.

Before a product is made available for its market, organizations should determine which methods to be used to communicate it to the potential customers. The task involves the use of effective communication between marketing firm and it target audience. It is through communication that marketers are able to inform the target audience about their product, it price, performance, where it can be purchased e.t.c.

In communicating a product, marketers are faced with both controllable and uncontrollable problems such as the product, price, promotion, competitors, economy of the nation e.t.c. To solve these problems, organization should put up a communication message that will attract attention, hold interest, arouse desire, and elicit action by choosing the most efficient means of getting their message across to their target audience, or potential customers.

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Updated: 19th November 2020 — 9:41 am

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