Importance of effective communication in an organization as a performance enhancement strategy(Case study ABS Awka, Anambra State)

Abstract: This research examined the importance of effective communication in an organization as a strategy for enhancing performance: A study of Anambra Broadcasting Service, Awka. Communication is the process of transferring information from the sender to the receiver, who interprets the information in other to achieve organizational objectives. A sample of 171 staff was selected from the population using simple random sampling method. Data were collected from both primary and secondary sources presented in tables and analyzed using percentages and frequencies. Hypotheses were formulated and tested using Chi square method. It was discovered among other things that, digital broadcasting is expensive and difficult to operate. It was also observed that multiple level of hierarchy is a barrier to effective communication in Anambra Broadcasting Service, Awka. Following the above findings, the researcher has recommended that, because of the exorbitant nature of managing digital broadcasting, government should help to subsidize the cost of public agencies, to facilitate modernization and improve organizational performance. Also the management of ABS should as a matter of importance create a clear path for communication between management and subordinate, which is written channel of communication through the use of electronic and internet services which is more appropriate for describing details, especially for a technical nature.

KEYWORD SEARCH: importance of effective communication in an organization, effective communication, Organizational importance

Importance of effective communication in an organization as a performance enhancement strategy(Case study ABS Awka, Anambra State)

CHAPTER ONE

• Introduction
  • Background of the Study

The word communication is not a new phenomenon in recent time. The word was derived from a Latin word “communis” meaning “common”, the communicator seeks to establish “commonness” with a receiver. Hence, communication can be defined as the transmission of information and understanding through the use of symbols. The common symbols may be verbal or non-verbal.(Donnelly,2005).

Communication is the major means by which the functions of management are accomplished. Communication has a crucial impact within or among work groups in an organization but most managers do not just see it as such. Some of these challenges arise from techniques, knowing who to communicate with and when, improper words for communication, language barriers, personal issues, lack of feedback, new hires, and also the lack of proper planning and control.

Robbins (1997) sees communication as transfer of information being understood by the receiver. He believes that communication serves four major functions which are for control, motivation, emotional expression, and information. Communication is an integral part of the organization process, as the flow of communication up and down the organizational hierarchy has its effects on efficiency, decision making, and morale of organization.

Organizational communication is a channel to flow information, resources, and even policies. It can be defined as one with another in the context of an organization (Goodall & Eisenberg, 2008). This type of communication includes activities of sending and receiving messages through various layers of authority, using various message systems, and discussing various topics of interest to the group we belong or to the company we work for. Communication is very essential to every organization, without it, no organization can succeed.

In recent time, new technologies have been developed to fasten communication in organizations, replacing the old method of communication (e.g. the use of talking drums, birds, bones, signs, engagements on objects, paintings, letters, symbols, town criers, gongs, songs, horses. e.tc.) with new methods of communication such as handbills, blogs, bill boards, magazine, telephone, telegram, television, radio, newspaper, email, internet, adverts, social networks e.t.c. Communication is indispensable to human existence because one must communicate with people around in order to share experience, ideas and feelings.

From all indications, communication is essential in dealing with employees throughout their stay in the organization from recruitment through remuneration toretirement or termination of the employment. Communication is needed to establish and disseminate the goals of the organization, to develop and appraise members, to lead, to direct, motivate and create an environment in which the members of these organization may want to contribute. It also relates an organization to its external environment. This is done through the exchange of information and through this exchange of information the organizational products are known to the general public. Also effective communication brings about change in the organization; employees are eager to know when change are about to take place especially those that will affect them. These employees like to know what is expected of them in their work place so as to enable them work in accordance with the laid down rules and regulations. They equally like to let their feelings, desire, aspiration and efforts be known and recognized by other members including the management in the organization and all this is done through effective communication. When there is a failure in communication, the organization activity also fails and this can give rise to uncoordinated activity in the organization.

For the purpose of this study Anambra Broadcasting Service, Awka, will be used as area of study.

• Statement Of The Problem

A major challenge discovered in Anambra Broadcasting Service, Awka is communication barrier. Communication barrier is the collective name given to the cause of the loss and distortion of information during the process of communication and this is due to multiple level of hierarchy that exist in the organization, personal beliefs, values, emotions, prejudice of the employee.

Another problem faced by Anambra Broadcasting Service, Awka, is the selection of communication channel. The communication channel selected for transmitting a message might be wrongly chosen. Communication channels in an organization are formal, informal, and unofficial and these causes a problem in the organization when they are not effectively manage.

Anambra Broadcasting Service, Awka is also faced with the problem of digital television transition; this refers to the shift from analog broadcasting to digital broadcasting. One of the factors that militate the transition of digital broadcasting in Anambra Broadcasting Service, Awka is the cost of operation (it is indeed very expensive).

Other problems include; lack of trained personnel, lack of new technologies, lack of good maintenance, low funds from government.

Based on this fact organization need effective communication for the achievement of it objective i.e. organizational performance which brings about organizational goal.

importance of effective communication in an organization

1.3. Research Question

1)   To what extent has digital Broadcasting enhanced organizational performance in Anambra Broadcasting Service?

2) What are the barriers of communication encountered in Anambra Broadcasting Service?

3)  What type of communication channel exists between the manager and employee in Anambra Broadcasting service?

• Objective Of The Study

The main objective of this study is to analyze the effectiveness of communication as a strategy for enhancing organizational performance in Anambra Broadcasting Service Awka. The specific objective includes:

1. To examine the role of digital Broadcasting in enhancing organizational performance in Anambra Broadcasting Service.
2. To identify the barriers to effective communication in Anambra Broadcasting Service.
3. To ascertain the channels of communication in enhancing organizational performance in Anambra Broadcasting Service.
4. To proffer solution and recommendation for enhancing organizational performance.
   • Research Hypotheses

Based on the information that will be obtained the researcher will attempt to test the validity of the following hypothesis as they relate to Anambra Broadcasting Service, Awka.

Hypothesis one

Ho. Digital broadcasting does not enhance organizational performance in Anambra Broadcasting Service.

Hi. Digital Broadcasting enhances organizational performance in Anambra Broadcasting Service.

Hypothesis two

Ho. The barrier to effective communication enhances organizational performance in Anambra Broadcasting Service.

Hi. The barrier to effective communication does not enhance organizational performance in Anambra Broadcasting Service.

LOOKING AT Importance of effective communication in an organization

Hypothesis three

Ho. There is no significant influence of communication channel on organizational performance in Anambra Broadcasting Service.

Hi. There is significant influence of communication channel on organizational performance in Anambra Broadcasting Service.

• Significance of the Study

This study will help to examine the effectiveness of communication between management and employee and how the employees feel about the communication gaps. It will also help the researcher to know the method of communication system that is being used in that particular organization and how effective and efficient they are.

This study will also explore other alternative means of improving effective communication in an organization. The study will not only be of benefit to this organization under study but also to external enterprises, customers, government officials, suppliers, stockholders, and other interested members of the community and also will be used for academic research purposes.

• Scope and Delimitations of the Study

Effective communication as a strategy for enhancing organizational performance in Nigerian organization could have been a very vast, more painstaking, tedious and costly research to undertake, but the topic had been narrowed down to a particular organization. (Anambra Broadcasting Service, Awka) which made it researchable for the researcher taking cognizance of her constraints.

• Limitations of Study

Like every research work, a lot of things posed as a limitation to the research. They include:

1. Finance: The present economic constraint in the country makes it difficult for some families to feed well, parents who have children in the universities find it difficult to pay their fees how much more sponsoring the research project. The researcher is not an exception. In order to make the ends meet hands were dipped into the researcher’s pocket money and the consequences taken without alternatives.
2. Time: The interval between the choosing of project topic, the submission of the project and the preparation for the final degree exams is very stressful, but these are mandatory activities and the researcher was deprived of so many activities to ensure their fulfillment.
3. Attitude of workers: The general attitude of the researcher’s work was poor and very appalling. Some workers and even some in the management position were behaving as if they do not know what a research project means, some pretended that they couldn’t make out time to fill their questionnaires, some workers were even afraid of answering some questions especially when it relates to management, others lost theirs, this made it impossible for me to recollect the number of questionnaires I distributed.
   • Definitions of Terms
4. Communication: The transfer of information from the sender to the receiver with the information being understood by the receiver.
5. Organization: The term implies a formalized intentional structure of roles and positions.
6. Sender: Is the source from which the message is coming from.
7. Receiver: is the individual to whom the massage is directed.
8. Decode: Attaching a meaning to a message that is received also the symbols in it must be translated into a form that can be understood by the receiver.
9. Medium: Is the carrier of the message.

7. Feedback: Is the response given by the receiver to the sender based on the meaning he made out of the information received.
8. Noise: is anything that reduces the accuracy or fidelity of communication.
   • Historical Background of Anambra Broadcasting Service

Anambra state Broadcasting Service on disengagement from ABS, Enugu in 1992 is involved mainly information management aimed at enhancing, informing the masses, using the available materials and manpower resources to achieve the desired goals and objectives.

Chronological Development of ABS Awka

The Anambra Broadcasting Service comprises arms of media namely, the ABS fm, ABS am and ABS television Awada with its headquarters at Awka and staff strength of approximately 400 staff.

The ABS, Awka originally started off in 1960 at Enugu as the Eastern Nigeria Broadcasting Corporation which was later renamed the Eastern Nigeria Broadcasting Service as of 1971 after civil war. The then ECBS had a television and radio arms which was later split into these arms, namely the ABS-Anambra Broadcasting Service and ENTA-Eastern Television Authority as of 1976.

Subsequently, the ABS was renamed the Anambra Broadcasting Corporation while Eastern Television Authority was renamed Nigerian Television Authority. As of 1976, the ABS became an autonomous corporation under the Executive Council of 1976. The ABS then as an establishment continues to exist until 1980 when the then Anambra state or visual arm of ABC which has radio with its transmitter at Ugwuoji and 9th mile axis of Enugu metropolis with its control at the Independence Layout offices at Enugu.

With subsequent political changes, the ABC and ATV were merged in 1985 under a re-organization exercise which resulted again to ABS Enugu and was backed by the then government edict no 6 of 1985 and cater no 4 of 1987 as a corporate establishment under the ministry of information with specified scheme and the condition of Service of staff regulation and welfare.

Recent Development of ABS Awka

Anambra state Broadcasting service has been revolutionized by technology. The media plays vital role in setting agenda for the development of society it becomes very pertinent that our people begin to realize the strategic role of the media especially in the economic empowerment of our people from the south Eastern part of the country. Over the years south Eastern media have continuously wallowed in obscurity and underdevelopment and have often become the subject of ridicule to other media firms in other part of the country.

One of such neglects over the years is non-investment in media plat forms be it Television, Radio, Print and the Internet. Such has continuously prompted a recent revolution in ABS by the incumbent state governor Chief Willie Obiano who signed the contract for the modernization and digitization of the Anambra Broadcasting service (ABS), signifying the readiness of the state to transit from Analogue to Digital Broadcasting. Obiano awarded over 1.5 billion naira for the digitization and modernization of ABS Radio and Television, which will enable them migrate from analogue to digital. This migration, when implemented, will enhance the broadcast industry in terms of quality of audio and visual aspects of broadcasting.

According to him, “we are delighted to be rolling out the drums to celebrate our 30 years of broadcasting excellence and this is coming in the year that Nigeria will be switching to digital broadcasting which makes it more exciting as we are on course for full digitalization”.

However, a new seven-man board of directors headed by EmekaMaduegbuna, a veteran broadcaster and PR guru who is also the chairman of frontline Lagos public relation firm, corporate and financial PortaNovelli, was inaugurated by the state governor. The new board is expected to lay down the policies for effective running, planning and development of ABS, manage all the business, keep and preserve all the property of the service under section 5 of the law which established the broadcasting service.

GET RELATED MATERIALS HERE