The process of information circulating in an organization along some links of organizational activities (departments, positions, positions and their subordinate or parallel relationships). Its communication forms can be divided into two types, namely horizontal communication and vertical communication. Generally speaking, horizontal communication is two-way, and the interactive channels are smooth; Vertical propagation has the property of one-way flow. Therefore, according to the flow of information, vertical communication can be divided into downward communication and upward communication.
1. downlink propagation
Information about organizational goals, tasks, principles and policies is conveyed and implemented from top to bottom. As far as business organizations are concerned, Japanese scholar Kawaura Yasunari believes that the most common downward communication of business organizations mainly includes five aspects:
(1) Description or explanation about work tasks and contents; (2) Information on the rights and obligations of members of the organization; (3) Information on the responsibilities and powers of departments and posts and their interrelationships; (4) the boss's evaluation and reward and punishment information on the work of his subordinates; (5) The function of spreading information about the organization's purpose, concept and social role or contribution downward, including making the members of the organization adapt to the organizational environment, understand the work content and get familiar with themselves.
2. Uplink propagation
Information transmission activities in which subordinate departments report to superior departments or subordinate departments report to superior departments and put forward suggestions, wishes and requirements. This process is very important and has three meanings: first, uplink communication is an important channel for the central command and management department to obtain information feedback. Through this channel, commanders and managers can understand the implementation of organizational goals or tasks in the front line, and modify the established decisions accordingly to make them more realistic. Second, the grass-roots departments or front-line personnel are the window of the organization, and they often hold the first-hand information of changes in the external environment. These new information can be reflected and become an important basis for organizations to make new emergency decisions. Third, upward communication is an important channel to grasp the mental state of organization members. Commanders and managers can take timely measures according to the situation reflected below to adjust the mood and morale of members to the ideal state needed by the organization.
3. Horizontal communication
The purpose of exchanging information and materials between members of the same level departments in an organization is to coordinate and cooperate with each other. In horizontal communication, there is no relationship between the two parties, and equal consultation and contact are the main forms of communication. Whether horizontal communication is active or not is of great significance to the organization. In an organization, horizontal communication must be guaranteed by the system.
(b) Informal communication channels within the organization
Information dissemination channels other than institutional relationships. There are two main forms of informal communication: one is interpersonal communication within the organization (conversations between members of the organization after work, various private contacts inside and outside the unit, etc.). ); Second, informal small group communication (interest groups, spontaneous innovation groups, etc.). )
Characteristics of informal channel communication:
(1) The information exchanged is extensive; (2) Two-way equality of communication; (3) There are many elements of intentional communication and emotional communication.
(C) the form of media within the organization
1, written media. Documents, reports, letters, etc written in writing.
2. Meeting. A form of communication in which multiple individuals gather in the same place for discussion.
3. Telephone. Departments and posts in modern organizations are generally connected by telephone system.
4. Organize internal public media, such as internal newspapers and closed-circuit television systems of some large enterprises.
5. Computer communication system.
There are many media used to organize communication, such as telex, photocopying and so on. The process of information interaction between an organization and the external environment includes information input and information output.
(A) the organization's information input activities
Information input is an activity that organizations collect and process information extensively from the outside for target management and environmental emergency decision-making.
(B) the organization's information output activities
Any activity related to the outside world and its results have the nature of information output. Mainly planned, organized and purposeful publicity activities. The main types are:
1, public relations promotion. Organize various publicity activities to establish and maintain a harmonious relationship with its social environment.
2. advertising. Advertising is a kind of large-scale publicity activity in the form of payment using various media, and it is also a widely used information output method for social organizations, especially enterprise organizations.
3, corporate image system publicity. (CIS) The activities that enterprises organize to use a unified symbol system to shape, maintain or update corporate image. In the process of communication, there are differences between internal communication and external communication, which are embodied in:
1. Formality of communication channels
Internal communication includes formal channels and informal channels, while external communication uses formal channels more. There are vertical (including upward and downward) communication and horizontal communication in the formal communication channels inside the organization, and horizontal communication is more used as formal communication means outside the organization. The communication through formal channels embodies the characteristics of organization members as "organizers", while the communication through informal channels embodies their characteristics as "social people". It should be noted that with the development of computer technology, both external communication and internal communication are increasingly dependent on network technology. The network is divided into intranet and Internet. Intranet mainly realizes the communication within the organization, while Internet more realizes the communication outside the organization.
2. Forms of communication
The forms of communication within the organization mainly include written media, meetings, telephones, public media and computer communication systems, while mass media and advertisements are mainly used outside the organization. The main forms are public relations propaganda, advertising propaganda and CIS propaganda. Specifically, the forms of communication inside the organization are staff meetings, business newsletters, internal magazines, workbooks, work memos, payrolls, closed-circuit television, announcements, bulletin board systems, slides, DVDs and movies, while the forms of communication outside the organization are: advertisements, annual reports, public services, media publicity (and all its public relations means), community projects, lobbying projects and various public affairs. ③
It should be pointed out that there is another important form of communication outside the organization, that is, communication between organizations, and communication between organizations should also be analyzed in detail. If there is a systematic relationship between this organization and that organization, such as the information exchange of public security organs handling cases, this undoubtedly belongs to organizational communication. In fact, this should be regarded as horizontal communication within a larger organizational system. If there is no systematic relationship between organizations, such as economic activities and information exchange between independent enterprises, it is not intra-organizational communication and does not belong to organizational communication. From the legal status, this independent organization is a "virtual person", that is, a legal person or a quasi-legal person. The information exchange between them seems to have something in common with the information exchange between people, which can be compared with interpersonal communication. The importance of this kind of communication cannot be ignored. If it is not handled well, it will affect the normal operation of the organization. This behavior was regarded by many as an attack by Southern Metropolis Daily on Guangzhou Daily, which affected the relationship between Nanfang Daily and Guangzhou Daily. Another important relationship between organizations is the relationship between different organizations and the government. "Relationship" is very important for enterprises in China. First of all, it involves the relationship with the government, although our government has gradually weakened its intervention in enterprises? But the influence of the government on enterprises can not be ignored. ⑤
There is also a subtle communication outside the organization, that is, unconscious communication outside the organization. Broadly speaking, any activity related to the outside of an organization and its results have the nature of information output, especially the information output activities spread outside the organization, such as products produced and sold by enterprises, employees' images, mental outlook and even company buildings, all carry and output rich information. ⑥
3. Communication function objectives
The primary goal of communication within an organization is to realize the integration of members and the convergence of values. Organizational integration means that members of an organization form a sense of collective identity and create unified values, so as to realize how to work together most effectively. Some scholars call this function intra-organizational assimilation, that is, the process in which members learn the rules, patterns and expectations of a certain culture and become members of that culture after a period of time? For example, corporate culture is the means to realize this unified value. ⑦ It also makes its members reach an agreement through a series of activities, for example, many enterprises hold some training before new employees take up their posts or regularly, through military training and teamwork training; The primary goal of communication outside the organization is to adapt to the environment. That is to say, an organization communicates with the outside world to achieve its work goals, which helps an organization to respond quickly to customers' reactions and competitors' actions. In order to achieve its organizational goals, it must be coordinated with the social environment. Specifically, this adaptation is divided into coordinating the relationship between organizations, creating and maintaining organizational image and providing services to customers. (8) Specifically, the functions of communication outside the organization include: promoting the sales of social advertising products, shaping a beautiful organizational image, influencing the public opinion of the organization, and informing the changes of social organizations. The functions of internal communication include: internal coordination, organizational security, organizational change and development, staff morale and satisfaction, internal salary and welfare.
4. Communication organization
The departments that realize external communication of the organization are divided into information input departments and information output departments. Information input includes the feasibility demonstration of the marketing department, investigation room, planning department or marketing department of the enterprise or external experts, consulting institutions and scientific research institutes. The public relations department and the advertising department are engaged in information output activities. However, trade unions, personnel departments and other departments of enterprises are the departments that realize internal communication.
5, the scope of transmission
Undoubtedly, communication outside the organization has a wide range of contacts because it deals with the whole society. With the development of society and the increase of communication between various organizations and the outside world, communication outside the organization is playing an increasingly important role. The importance of communication outside the organization is increasing.
6. Communication skills
The forms of organizational communication can be divided into downward communication, upward communication and horizontal communication. Downstream communication is a process of conveying and implementing information about organizational goals, tasks, principles and policies from top to bottom. It is a kind of communication activity which focuses on guidance, education, persuasion and indoctrination. Uplink communication is an information transmission activity in which subordinate departments or subordinates report to their superiors and put forward suggestions, wishes and requirements. Horizontal communication refers to the activities of mutual communication and information exchange between departments or members at the same level in an organization for the purpose of coordination and cooperation. At this time, the two sides have no affiliation, and equal consultation and contact are the main forms of communication. Due to different goals, the communication skills of internal communication and external communication are quite different. Although these three communication modes can be used both inside and outside the organization, they use more informal communication methods. For example, interpersonal communication, words and deeds can achieve good communication effect within the organization, and the charm of founders or CEOs of many enterprises is often reflected. There are also conversations among members after work, various private exchanges inside and outside the unit, various spontaneous innovation groups, interest groups and fraternity. Efficient communication within an organization depends on the ability of members to listen, explain, ask questions and give feedback. Attending compared with internal communication, because the relationship between an organization and external organizations is mostly parallel, external communication is more horizontal and communication skills are much more formal. Therefore, it is often necessary to formulate practical public relations plans for external communication, including who to publicize, how to publicize, who is responsible for publicity, time arrangement, public relations expenses and so on.
7. Disseminate content
Broadly speaking, any activity related to the outside world and its structure have the nature of information output, but what we call external communication generally refers to organizing purposeful and planned information output activities, that is, organizing publicity activities. The communication outside the organization mainly includes public relations and media publicity, including enterprise advertising or promotion, promoting the public image of the organization, helping the public understand the enterprise and its products, media public relations, government public relations and how to attract investors in the stock market.
Although the two are very different. In the normal operation of an organization, there is a close relationship between the two, which is manifested in:
1, the two kinds of communication promote each other.
It is not difficult to understand that internal communication and external communication are mutually reinforcing. If the external communication of an organization is harmonious, it will certainly promote the relations and exchanges among its members. Similarly, smooth communication within an organization will also bring convenience to its external communication. The image of unity and progress within an organization itself gives the impression to the outside world and is also the image communication of the organization. There are many such examples in the diplomacy between countries. For example: communication outside the organization (such as advertising, public relations). Good internal communication is a sticky economy, which is conducive to the unity and cooperation of internal members of the organization and the realization of external communication goals. Undoubtedly, smooth communication within an organization also strengthens unity and cooperation within the organization, leaving a good impression on the outside world, and is also conducive to communication outside the organization. According to our life experience, it is not difficult to understand this relationship.
2. They also restrict each other.
Internal communication and external communication do not always promote each other, but also restrict each other. In 2003, influenced by the Kelly incident, BBC Chairman Davis, General Manager Dai Kexiang and BBC reporter Andrew gilligan resigned? And led BBC employees to demonstrate in London on the 29 th? People's Network? . Some common examples of diplomacy between countries are that the breakdown of diplomatic negotiations between the two countries often leads to domestic demonstrations and even internal chaos. Civil strife in a country or region will also attract the attention of the external international community, and international mediation and other measures will often be taken. If the internal communication is not in place or not done well, it will affect the organizational image in external communication, such as the spread of rumors. According to the rumor formula of American psychologist G.W. allport, the rumor circulation R is directly proportional to the product of the problem importance I and the evidence ambiguity A, "that is, R= i ×a, and the occurrence of rumors is related to the importance and ambiguity of the events involved in rumors. In other words, the more important and uncertain the event, the stronger the rumor. Of course, the more vague the communication within the organization, the more vague the truth of the incident, thus accelerating the spread of rumors and affecting the entire external environment.
Internal communication and external communication not only restrict each other, are not handled properly, and even conflict. Communication conflicts inside and outside the organization may also be manifested as conflicts between people engaged in these two kinds of communication, such as conflicts of interest between the advertising department and the personnel department. In addition, an organization's human, material and financial resources are certain. If an organization pays too much attention to internal communication, it will affect external communication. On the other hand, paying too much attention to the relationship between the organization and society will also affect the normal communication and operation within the organization. CCTV's advertising champions, such as 1995, 1996 Confucius Banquet, 1997 Qin Chi and 1998 Aiduo VCD, were all eclipsed in the end. Although there are many reasons for the decline of an enterprise, one of the important reasons that can't be ignored is that these standard enterprises spend too much limited financial resources on external communication such as advertising and corporate public relations, which affects the internal operation of the enterprise and internal communication is impossible to talk about.
What needs to be pointed out in particular is that although governments at all levels are an organization, it is of course necessary to organize communication, but this is a special kind of organizational communication-government communication is not a real organizational communication, but a special kind of communication different from that of ordinary enterprises. Government communication is different from other organizations because of its authoritative subject, exclusive information, passive media, non-selectivity of audience acceptance and great influence. spinning
Communication is the blood of the normal operation of an organization. It's hard to imagine an organization without communication. Similarly, the differences and connections between internal and external communication in organizational communication can not be ignored. However, in the monographs and papers on organizational communication, the differences and connections between internal communication and external communication are particularly inadequate. The normal operation of the organization is inseparable from the coordinated development between the two. Only by recognizing this can we effectively ensure the smooth flow of organizational information and ensure the normal work of the organization.