INTRODUCTION
Over the years, many factors have been affecting the behavior of an organization, all in search of achieving higher quality standards to meet the needs of the market, above the competitors, this factor is affecting human resources.
The objectives of a company will be disseminated through organizational communication tools
Currently, the economic development of an organization depends on the transfer of knowledge and teamwork of its members, organizations are no longer rigid structures, increasingly encouraging the active participation of their employees to achieve integration. organizational and personal goals
For the organization to develop as expected, communication must exist at all levels and in all senses, carrying out a process of empathy with collaborators.
Organizational communication must be the primary objective of each of the collaborators involved in the development of the company's activities, without differentiating the location in the organization chart, in order to ensure its proper functioning.
TYPES OF COMMUNICATION
An organization depends for its operation on different groups called internal and external factors, each of them makes its own communication, however for a company to have a good operation, the communication between these factors must be adequate.
Previously, the idea was that an information transfer (communication) process was carried out only from customers to the company, nowadays these ideas evolved achieving the inclusion of different groups for the best performance of the processes.
INTERNAL COMMUNICATION
Groups of collaborators interrelated with each other, involved in an organizational climate, in this group the membership of the owners and even union representatives can be made, in this type of communication it will be necessary to establish how the information flows will be carried out, which data will be emitted and how often they will be carried out.
Workers should be involved in short, medium and long-term solutions methods, that is, the worker base will form committees that will publicize the current situation of the company and propose solutions to different conflicts.
Senior management may use different channels to have effective internal communication, such as:
Formal networks: These are specific gaps that senior management dictates from the elaboration of an organization chart, communication will be issued in the sense provided by said element, generally from the upper command to the lower levels known as downward communication, within this heading There is information such as work procedures, technical instructions for some activities, motivational elements to design a better work environment.
Another branch of formal communication is the one known as ascendant, that is, from the working base to senior management, they are generally carried out based on suggestions or questions, although it is not very frequent that this type of communication exists, it should be appreciated because it denotes that there is an acceptability on the part of the workers to the downward communication.
Horizontal communication is also considered formal communication, but both groups are on the same level in the organization chart of the company, data is transmitted regarding the coordination of personnel and resources, including work-related disagreements.
Informal networks are communication channels that do not distinguish positions or hierarchies, they are informal talks between company collaborators, derived from the social inclusion of each of them in a certain group, with special characteristics, such as sports or cultural affinities, this Type of communication is also used to disclose information of interest regarding the workplace, although it is not always reliable information.
The distortion that exists in these communication channels is very frequent and is called rumor, although it must be ensured that this type of communication is not excessive or harmful, it also benefits the company, such as the translation of formal orders into a more colloquial language. and therefore better accepted, in addition to being much faster and more flexible.
Informal communication will clearly expose the feelings of the workers, in case they want to avoid the dissemination and distortion of certain information, senior management must issue formal communications that break down the details of the aforementioned information.
MAIN CHARACTERISTICS OF INTERNAL ORGANIZATIONAL COMMUNICATION
1.- LEADERSHIP
Organizational communication is itself the appropriate leadership in an organization, which involves its members in the formation and participation of work teams, where disagreements that occur in the workplace are optimally managed.
Conceiving a clearer idea, leadership is: “the art of influencing people to work with enthusiasm in achieving goals for the common good” (Hunter, J., 1999).
Due to the changes at a global level and the demands of the environment, a good leader is that he will influence his collaborators to obtain a change in the organization and direct it to the future that he is projecting.
The activities carried out in the work centers will inherently have organizational communication, in this area certain emotional aspects of the participants and the relationships between them will be taken into account, it is necessary for the team leader to be at the Both of these characteristics to achieve prompt intervention in case of a certain problem.
2.- WORKING GROUPS
Work groups are individuals who are within an organization seeking a common goal, to achieve this goal each performs certain tasks and some are related to each other, for this process to work, there is communication between each of them, but it is not always the adequate communication.
For an individual to provide better results, they will have to be comfortable in the work environment where they work, capable of issuing complaints and suggestions to higher levels to improve the processes they carry out or the work itself, these suggestions will have to be taken into account in future decisions and thus a sense of belonging of the collaborator will be achieved.
3.- ORGANIZATIONAL CONFLICTS
In the midst of teamwork, adequate organizational communication can be disrupted due to the perception of one of the individuals about a supposed threat to their interests, this is reflected in misunderstandings or inappropriate behaviors that lead to conflict.
When a conflict is not resolved in the proper way, (that is, obtaining solutions that are satisfactory to both parties, although it is an unlikely objective to achieve, the least dissatisfaction should be achieved) it will provide deficiencies in the development of activities and may even to be the generator of new conflicts that destroy the work environment.
4.-CLIMATE AND LABOR COMMUNICATION
The participants of an organization when carrying out their tasks, maintain a communication generating a work environment, within this communication information is located in different areas such as: Company information, information about the activities they carry out and information regarding their personal affairs.
In order to build healthy communication, the staff must be given an overview of the organization, about the activities they carry out and the objective pursued in common, making them active participants in it, merging all collaborators to obtain better results., thus shaping a public image suitable for the market to which they are directed.
When the work environment is monitored, a projection of a certain trend can be made, including diagnosing the behavior of organizational groups, the inclusion of ideas that allow for planned changes in the attitudes of employees can be made.
The organizational climate is projected based on the positions of the collaborators towards coworkers, work environment, the activities they perform, the economic remuneration they receive, the treatment of the command line, the possibilities of obtaining promotions and the treatment of senior management.
TACTICS OF INTERNAL ORGANIZATIONAL COMMUNICATION
Once the top management of an organization has accepted that the climate and organizational communication are some of the key elements that will lead the company to its development, it is necessary to carry out a plan that carries out communication improvement processes, they will be carried out in different stages:
- Opinion: An analysis of the environment should be made, both internal (direct collaborators), external (the company's projection towards a certain market) and towards competitors.
- Communication Commission: Group of professionals responsible for monitoring communication plans, detecting deficiencies and modifying or adding elements that are considered important.
- Goal setting: Set the goal of the plan.
- Tactics: When the diagnosis of the company situation is at hand and the objectives to be achieved are set, the deployment of various tactics that bring the organization closer to its objectives will be carried out, taking into account all the points for and against each of them.
- Sequence of activities: A detailed description of the activities to be carried out will be made, as well as the tactics used and all the resources that will be necessary to carry out said activity.
- Programming: Make a projection on the amount and duration of each of the tactics that will be applied.
- Control: A control must be carried out on the data provided to carry out analyzes and comparisons.
One tactic that turns out to be increasingly effective is assisting senior management in meetings with middle managers, because staff are widely motivated and the message is better assimilated.
EXTERNAL COMMUNICATION
External communication can be defined with the type of messages that the organization is going to direct to other groups, that is, the image it projects towards the consumer market, suppliers or any type of company with which it is related, the channels used for this type of communication will be advertising and public relations.
Public Relations is the area in charge of providing a projection of the image of the institution towards collaborators, the market to which it is directed, senior management, shareholders, etc., it is here where a clear interaction is made with different sources of information..
Advertising: It is a method of getting the image of the company and its products to a wider range of people, through the use of sales techniques that encourage consumers to purchase a product, this type of communication has the disadvantage that the feedback is practically nil.
Institutional Advertising: It is aimed at groups such as clients, similar companies and collaborators, its primary objective is to develop the corporate image of the company, increasing its good reputation.
DIFFERENT APPROACHES TO ORGANIZATIONAL COMMUNICATION
The communication process within a company may also be divided according to the approaches they handle, among the most representative are the following:
Mechanical approach: It is an inflexible aspect where the transmission of information is carried out through formal channels, most of the time in a downline, it does not take factors or characteristics associated with individuals, environment or work environment.
Psychological Approach: In this approach, aspects such as the alteration of extreme factors to human behavior, and also learning, are considered, as communication is distorted because each collaborator makes a different interpretation of the data provided thanks to their own characteristics.
Systemic Approach: Communication is considered as a core part of the proper management of a company where the different groups are related to each other in order to define a balance, taking into account the factors of change.
Symbolic - Interpretive: It focuses on understanding the intentions of each individual or collaborator of a company with the communication system, that is, identifying the perspective that gives the content of certain information according to their beliefs and values.
Strategic control: Analyzes the relationship between the acts of communication and the reasons that led to it, allows the active participation of collaborators, designs tactics, and implements it for subsequent analysis of results.
Communication geometry: When an organization locates the desired objectives, it can develop adequate strategic communication, integrating work teams, establishing levels of workers' sense of belonging.
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