The most effective communication channel to spread information in an organization
Ketoja, Susanna (2009)
HAAGA-HELIA ammattikorkeakoulu
2009
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-200912077312
https://urn.fi/URN:NBN:fi:amk-200912077312
Tiivistelmä
The thesis was made for a small law firm that was undergoing a change. The change con-cerned the restructuring of the services. The company created a product family which included the old services but the tasks and responsibilities were divided in a new way. This created a need to research an effective way to communicate in a new situation.
The main objective of this thesis was to find the most effective communication channel to spread information in an organization. This was further divided into three research problems regarding matters such as effectiveness of different communication tools, structure of the organization and content of the message. These research problems were then divided into sub questions. The first research problem was divided in two and it included sub questions such as what communication tools are available in the organization and what is the most effective communication tool or a set of tools to get information from the management to the employees in an organization. The second research problem included the following sub questions: how does the structure of the organization affect information flow and how does the structure of the organization affect channel choice. The last research problem included the following sub question: how does the content of the message, informing change in an organization, affect channel choice.
The study employed a qualitative research approach. The data was collected by questionnaires from all the employees and an interview was conducted with the CEO of the company. The data was collected, analyzed and interpreted within few months. Also theories were applied, for instance media richness theory.
The available channels were e-mail, memo, telephone call, informal and formal meetings. The most effective set of tools was a combination of e-mail and informal meeting. The structure highlights time and independence of employees which means that the information needs to flow fast and circle around so that it is available for all the employees. This then means that the chosen channel needs to deliver the message fast to a large audience. Informing change requires interactivity a lot which means that the chosen communication channel needs to be as rich a channel as possible therefore making the formal meeting to be the best choice for that.
The main objective of this thesis was to find the most effective communication channel to spread information in an organization. This was further divided into three research problems regarding matters such as effectiveness of different communication tools, structure of the organization and content of the message. These research problems were then divided into sub questions. The first research problem was divided in two and it included sub questions such as what communication tools are available in the organization and what is the most effective communication tool or a set of tools to get information from the management to the employees in an organization. The second research problem included the following sub questions: how does the structure of the organization affect information flow and how does the structure of the organization affect channel choice. The last research problem included the following sub question: how does the content of the message, informing change in an organization, affect channel choice.
The study employed a qualitative research approach. The data was collected by questionnaires from all the employees and an interview was conducted with the CEO of the company. The data was collected, analyzed and interpreted within few months. Also theories were applied, for instance media richness theory.
The available channels were e-mail, memo, telephone call, informal and formal meetings. The most effective set of tools was a combination of e-mail and informal meeting. The structure highlights time and independence of employees which means that the information needs to flow fast and circle around so that it is available for all the employees. This then means that the chosen channel needs to deliver the message fast to a large audience. Informing change requires interactivity a lot which means that the chosen communication channel needs to be as rich a channel as possible therefore making the formal meeting to be the best choice for that.