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EFFECTIVE
COMMUNICATION AS A TOOL FOR ACHIEVING ORGANIZATIONAL GOAL AND OBJECTIVES
CHAPTER ONE
INTRODUCTION
1.1
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.
1.2
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.
1.3
OBJECTIVES OF THE STUDY
The
objectives of the study constitute the following;
(i) To
assess the effect of communication in the field of management.
(ii) To
identify the existing communication barriers in an organization.
(iii) To
understand the objective of communication and the communication system.
(iv) To find
out what communication is all about, how it is done. What instruments are used and
what qualities can make a system of communication are effective in an
organization.
(v) To
identify the problems of ineffective communication and to suggest and recommend
possible solution so as to achieve a better communication network in an
organization.
1.4
STATEMENT OF HYPOTHESIS
The
following hypothesis are formulated to guide the course of this study.
H0:
Effective communication does not serve as a tool for achieving organization
goals and objectives.
Hi:
Effective communication serves as a tool for achieving organization goals and
objectives.
1.5
SIGNIFICANCE OF THE STUDY
This study
intends to find out the impact effective communication has on the organization
and how it aids in achieving business objectives.
The study is
also important to managers to know how to achieve business objectives through
the implementation of an effective communication system. The Nigerian
Television Authority can utilize this study to make amendments or control a
number of lapses that may be affecting the organization, in terms of
communication method adopted in managing the activities.
This study
is significant because it will serve as a reference point to business
practitioners, students and consultants who are writing on the subject matter.
It is also important because it is a requirement for the award of Higher
National Diploma (HND) in Human Resource Management (HRM) of Abia state
Polytechnic.
1.6 SCOPE OF
THE STUDY
The research
work attempts to cover the flow and concept of communication system and how it
has been or/and should be applied to a business organisation.
The
researcher limits the scope of the study to The Nigerian Television Authority, Abia
state, their products, the communication channels and the consumers in
gathering the relevant data needed for the study to be accurate, direct and
reliable.
1.7
LIMITATION OF THE STUDY
It is a phenomenon
that, in any research where the primary objective is to research for the true
fact, a research project of this nature is never conducted without some
inherent factors that may make the findings difficult.
The
limitation may however include:
(i) Financial
constraint
(ii) Lack of
cooperation from respondents
(iii) Time
factor
In the
process of undertaking this research work, the cost involved in transporting,
gathering data for processing information, and the production of material is
needed cannot be overemphasized.
Inadequate
time is another factor owing to the fact that officers of the company have
little time to give me attention while others pay no attention at all. There is
also little time in gathering of data for this project work.
The problem
of secrecy on the part of organizations where they hide out some fact which
they believe are sensitive to there operation and because of the fear they may
have against competitors is also a constraint.
1.8
HISTORICAL BACKGROUND OF THE CASE STUDY
The history
of Nigerian Television Authority (NTA) can be traced back to 31st October 1959
when the Western Nigerian Television (WNTV) blamed alive the First television
signals in Nigeria. Barely a year after, in 1960, the eastern Nigerian
Television (ENTV) came into existence.
The Nigeria
Television Authority (NTA) Abia state was carved out from the former
broadcasting company of Northern Nigerian (BCNN) which was established by
decree No. 24 of 31st march 1962, but became an entity from 1st April, 1976.
The station has its transmitters located at No. 99 Isah Kaita road Abia state.
The history
of NTA Abia state will no be complete without the mention of Decree 38 of 1992
which establish the national broadcasting commission (NBC) and also deregulated
the national broadcast industry thus allowing individuals to acquire television
stations with NBC as a regulation body. This led to partial commercialization
of NTA.
NTA Abia
state is divided into six department which are as follows:
· Programmes
department
· News and
current affairs department
·
Engineering department
·
Administrative department
· Finance
department
· Marketing
department
1.9
DEFINITION OF TERMS
Communication;-
The exchange of messages between people to achieve common meanings.
Effective;-Achieving
a desired objective.
Productivity;-
The output ration within a given period with due consideration for quality.
Information;-
A fact or detail about something
Message;- A
piece of information written or spoken to someone.
Management;-
The people who are in charge of integrating organizational resources to achieve
stated goals and objectives.
Attitude: A
person’s enduring favorable and unfavorable evaluation, emotional feeling and
action tendency towards a product.
Delivery:
How well the product or service is delivered to the customers.
Features:
are things that enhance the basic functions of a product.
Image: are
set of beliefs, ideas and impression that a persons holds
regarding a
product.
Organization:
is a company’s structure, policies and corporate culture.
Service: can
be referred to as any act or performs that one party can
offer that
is essentially intangible and does not result in the
ownership of
anything.
Selective
Distortion: is the tendency to interpret product information in a way that fit
consumers perceptions.
Strategy: is
a company’s game plan for achieving its goal.
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