Directory UMM :Data Elmu:jurnal:I:International Journal of Educational Management:Vol12.Issue4.1998:

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De nnis To uris h and Owe n Hargie

Auditing staff-manage me nt c o mmunic atio n in sc ho o ls: a frame wo rk fo r e valuating pe rfo rmanc e

Inte rnatio nal Jo urnal o f Educ atio nal Manage me nt 1 2 / 4 [1 9 9 8 ] 1 7 6 –1 8 2

(TQM), wh ich r equ ir e th e developm en t of tea m wor k in g w ith in fl a tten ed h ier a r ch ies if th eir poten tia l is to be secu r ed. Th e r ole of com m u n ica tion in th e developm en t of TQM w ith in or ga n isa tion s is seen a s in cr ea sin gly im por ta n t (Hea th et a l., 1994). On e con se-qu en ce of su ch developm en ts is th a t m a n a ger s m u st n ow th in k m or e system a tica lly a bou t h ow sta ff in ter a ct a n d com m u n ica te w ith in th e or ga n isa tion : th e n ecessa r y pr ecu r sor of in volvem en t a n d com m itm en t. E ffective com -m u n ica tion is th u s in cr ea sin gly iden tifi ed a s a sign ifi ca n t fa ctor in fl u en cin g th e a bility of a n or ga n isa tion to a ch ieve its goa ls (You n g a n d Post, 1993).

Un t il r ecen t ly t h er e h a s b een t h e t en d en cy for m a n a gem en t gen er a lly t o p ay lip s er v ice t o t h e v iew t h a t p eop le a r e a n or ga n isa t ion ’s m os t va lu a ble a n d im p or t a n t a ss et , w h ile p er h a p s, a t t h e sa m e t im e, d oin g ver y lit t le t o t a k e a ccou n t of t h e w h a t st a ff t h in k a n d feel a b ou t h ow t h e or ga n isa t ion a ct u a lly wor k s a n d h ow t h in gs cou ld b e im p r oved . P a r t of t h e exp la n a t ion is t h a t m a n a ger s t en d t o over -r a t e t h ei-r effect iven es s a s com m u n ica t o-r s a n d over es t im a t e t h e effect iven es s of t h eir or ga n is a t ion ’s com m u n ica t ion s p r ogr a m m es. For exa m p le, w e a r e fa m ilia r w it h a s u r vey in on e or ga n is a t ion w h ich h a d in st it u t ed a “m a n a gem en t by w a lk in g a b ou t ” p r o-gr a m m e, a n d p r ou d ly r e ga r d ed it a s a su c-cess. H ow ever, sever a l su r vey r es p on d en t s d er id ed t h is a s “m a n a gem en t by w a lk in g p a st ”, giv in g a n en t ir ely d iffer en t p er sp ect ive on s t a ff m a n a gem en t r ela t ion sh ip s ! An ot h er, a n d m or e ea sily r em ed ied fa ct or, is sim p ly t h a t m a n a gem en t u n t il r ecen t ly la ck ed a s y s t em a t ic p r oced u r e for eva lu a t in g it s com -m u n ica t ion p r a ct ices a n d t h eir i-m p a ct on wor k in g r ela t ion sh ip s a n d cor p or a t e ou t -com es. As m a n a ger s wou ld in st a n t ly r ecogn is e elsew h er e, su ch a ch r oecogn ic la ck of eva lu a -t ion -t ools is p r a c-t ica lly gu a r a n -t eed -t o cr ea -t e exa gger a t ed im p r es s ion s of effect iven es s.

Com m u n ica t ion a u d it s r e p r es en t a n a p p r oa ch a n d set of t ools w h ich ca n fu lfi l t h is fu n ct ion a n d t h er efor e a s s ist or ga n isa t ion s t o im p r ove t h eir com m u n ica t ion p r a ct ices. Accor d in gly, a u d it s h ave b een d efi n ed (E m m a n u el, 1985, p. 50) a s :

a com pr eh en sive a n d th or ou gh stu dy of com -m u n ica tion ph ilosoph y, con cepts, str u ctu r e, flow a n d pr a ctice w ith in a n or ga n isa tion .

By ca r r yin g ou t su ch a n a u dit, edu ca tion m a n -a ger s w ill be -a ble to discover wh -a t com m u n i-ca tion ch a n n els a r e bein g u tilised, h ow well th ey a r e u sed, th e a m ou n t of cr eden ce th a t sta ff give to va r iou s sou r ces of in for m a tion a n d, m ost im por ta n tly, h ow sta ff feel com m u -n ica tio-n cou ld be im pr oved. Ma -n a gem e-n t w ill ben efi t by fi n din g ou t wh a t sta ff a r e a ctu a lly

com m u n ica tin g a bou t, r a th er th a n wh a t it th in k s th ey a r e or sh ou ld be com m u n ica tin g a bou t. Un der ta k in g a com m u n ica tion a u dit w ill en a ble m a n a ger s to listen better to wh a t sta ff h ave to say a n d th u s iden tify str en gth s a n d wea k n esses in th e com m u n ica tion sys-tem . Th is in tu r n w ill a llow a n y per ceived com m u n ica tion defi cits w ith in th e sch ool or ga n isa tion to be a ddr essed a n d sh ou ld fa cilita te th e developm en t of a com pr eh en sive com -m u n ica tion s str a te gy.

A focused communication strategy

A focu sed com m u n ica t ion st r a t e gy m a k es a sign ifi ca n t con t r ibu t ion t o a ch iev in g m a n a ge-r ia l effect iven ess a n d m u s t b ecom e a n in t e g-r a l p a g-r t of t h e st g-r a t e gic p la n n in g p g-r ocess fog-r a ll or ga n isa t ion s. As p a r t of t h is, effect ive com m u n ica t ion s y st em s a n d p r a ct ices n eed t o b e d evelop ed a n d im p lem en t ed . T h is st a r t s w it h a scer t a in in g t h e exist in g level of com -m u n ica t ion effect iven ess (or b r ea k d ow n ) w it h in t h e or ga n isa t ion con cer n ed . Mu ch m a n a gem en t a ct iv it y con sist s of “fi r e fi gh t -in g” r a t h er t h a n t h e exer cise of st r a t e gic lea d er sh ip, w h ile t h e con fl a gr a t ion s t h a t p r ove so d ist r a ct in g on a d ay -t o-d ay b a sis a r e oft en t h e con seq u en ce of vola t ile com m u n ica t ion s y st em s. T h ese p r od u ce p oor st a ff com -m it -m en t , a n d lea d t o s t a ff w h o a r e less effec-t ive in effec-t h eir job s (La r son a n d F u k a m i, 1984), w it h m or e a b sen t eeism (St eer s, 1977) a n d h igh er st a ff t u r n over (An gle a n d P er r y, 1981) t h a n t h eir m or e in for m ed cou n t er p a r t s. As a r esu lt , w h en w in d s of ch a n ge blow t h r ou gh t h e or ga n isa t ion , fl ick er in g em b er s of d issen t ca n gr ow in t o a n in fer n o of d issa t is fa ct ion . By con t r a st , t h e com m u n ica t ion p r ocess sh ou ld b e d es ign ed a s p a r t of t h e d evelop m en t of a p osit ive socia l sy st em (Reilly a n d DiAn -gelo, 1990), so a s b e a ble t o a d d r es s a n y b a r r ier s t o t h e p r om ot ion of effect ive com m u n ica -t ion w i-t h in -t h e or ga n is a -t ion . To con -t in u e -t h e for m er a n a logy, fi r e p r even t ion is p r efer a ble. T h e r esp on sib ilit y for t h e d evelop m en t of effect ive com m u n ica t ion s st r a t e gies a n d sy st em s is es sen t ia lly t h a t of m a n a gem en t . Ma n a ger s n eed t o or ga n ise w ay s of in t e gr a t in g a com m u n ica t ion s p r ogr a m m e w it h exist -in g gen er a l m a n a ger ia l fu n ct ion s. T h ey sh ou ld t h er efor e t h in k a b ou t h ow t o d evelop a com p r eh en s ive com m u n ica t ion s st r a t e gy a s a n in t e gr a l p a r t of t h eir over a ll s t r a t e gic p la n n in g p r ogr a m m e. For t h is r ea s on , it h a s b een a r gu ed t h a t com m u n ica t ion is t h e cr it i-ca l su ccess in gr ed ien t in a s ch ool’s s t r a t e gic p la n n in g (N e gb en , 1991).

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t o k n ow w h a t t h es e a r e a n d h ow w ell t h ey a r e cu r r en t ly fu n ct i on i n g. It i s i m p or t a n t t h a t t h er e s h ou ld b e s om e r ev i ew of a n d a ccou n t a b i li t y for t h e fl ow of or ga n i s a t i on a l com m u -n i ca t i o-n . At t h e p r a ct i ca l level, t h i s m ea -n s t h a t i f v i t a l i n for m a t i on i s n ot r ea ch i n g i t s t a r get a u d i en ces, t h en t h e b lock a ges i n t h e com m u n i ca t i on ch a n n els ca n b e i d en t i fi ed a n d d ea lt w i t h (Tou r i s h a n d H a r gi e, 1996). T h e p r ob lem , t h er efor e, i s t h e n eces s i t y fi r s t of a ll, t o a ccu r a t ely a s s es s t h e s ch ool’s p r e-s en t com m u n i ca t i on p er for m a n ce e-s o a e-s t o b e a b le t o d ev i s e a n d i m p lem en t w or t h w h i le i m p r ovem en t s. Su ch a s t r a t e gy b e gi n s w i t h ga t h er i n g a ccu r a t e i n for m a t i on a b ou t cu r -r en t com m u n i ca t i on s y s t em s a n d p -r a ct i ces w i t h i n t h e or ga n i s a t i on .

T h e k ey st e p s in d evelop in g s u ch a s t r a t e gy cou ld b e s u m m a r ised a s follow s.

• Id en t ify t h e n a t u r e of cu r r en t p r a ct ice. T h e m os t s y s t em a t ic m et h od for s o d oin g is t h r ou gh t h e im p lem en t a t ion of a com m u n i-ca t ion a u d it , a n d t h is for m s t h e m a in t h r u st of t h is p a p er.

• Use t h e r esu lt s of t h e a u d it t o s en sit is e m a n a gem en t a n d s t a ff t o t h e r ea lit ies of good com m u n ica t ion p r a ct ice. Diss em in a t e t h e r es u lt s w id ely a n d fr a n k ly, a t a ll levels. As k for su ggest ion s t o effect im p r ovem en t s, a n d m on it or clos ely t h e p r ogr es s of p r o-gr a m m es set u p in r es p on s e t o t h e a u d it exer cise.

• In t e gr a t e t h is p r ocess in t o t h e bu s in ess p la n n in g cycle of t h e or ga n isa t ion – i.e. a s k a ll con t r ibu t or s t o t h e bu s in ess p la n n in g p r oces s t o con s id er t h e com m u n ica t ion con seq u en ces of t h e d ecis ion s t h a t a r e b ein g con t em p la t ed . Req u est d et a iled exa m -p les of h ow m a n a gem en t b eh av iou r ca n b e ch a n ged t o m eet t h e n ew com m u n ica t ion ch a llen ges w h ich h ave b een id en t ifi ed . • Feed t h e r es u lt s of t h is p la n n in g in t o fu t u r e

a u d it m a t er ia ls, t h er eby cr ea t in g b en ch -m a r k s for fu r t h er m p r ove-m en t s in or ga n i-s a t ion a l coh ei-sion a n d efficien cy. In ot h er wor d s, a s k s p ecifi c q u est ion s a b ou t n ew com m u n ica t ion s p r ogr a m m es, a s s es s w h et h er u n d er s t a n d in g of p a r t icu la r iss u es h a s im p r oved a n d a s cer t a in w h et h er r ela -t ion s h ip s on -t h e gr ou n d a r e im p r ov in g a s a r es u lt .

Auditing communication at school

level

A t ech n iq u e t er m ed t h e com m u n ica t ion a u d it h a s b een d evelop ed a n d in cr ea sin gly u t ilis ed t o in ves t iga t e t h e n a t u r e a n d fu n ct ion in g of com m u n ica t ion sy st em s a n d p r a ct ices w it h in or ga n is a t ion s. A com m u n ica t ion a u d it p r ov id es m a n a ger s w it h h a r d d a t a on t h e

effica cy of t h eir or ga n isa t ion ’s com m u n ica -t ion b eh av iou r s (Tou r ish a n d Tou r ish , 1996). It is a va lu a ble m a n a gem en t t ech n iq u e by w h ich t h e p r oces ses of com m u n ica t ion d a t a collect ion a n d a n a ly sis ca n b e ca r r ied ou t a n d cor r ect ive a ct ion ca n b e in s t iga t ed a s a r esu lt . T h e com m u n ica t ion a u d it offer s a sy st em a t ic a n d r igor ou s a p p r oa ch for a sses sin g n ot ju st t h e q u a n t it y bu t m or e im p or t a n t ly t h e q u a l-it y of com m u n ica t ion b et w een gr ou p s of st a ff a n d b et w een st a ff a n d m a n a gem en t . By en a blin g m a n a ger s t o d ia gn ose t h e effica cy of com m u n ica t ion a n d r ela t ion sh ip s w it h in t h e or ga n isa t ion , t h is a p p r oa ch p r ov id es t h e st a r t in g-p oin t for p la n n in g sp ecifi c ch a n ges in or ga n isa t ion a l s t r u ct u r e a n d p r a ct ice. As Ba bb a r a n d As p elin (1994, p. 35) a ss er t :

On e effect ive a p p r oa ch t o cr ea t in g a clim a t e for p a r t icip a t ion , in it ia t ive a n d excellen ce is t o m a n a ge by exa m p le. Op en u p t h e ch a n -n els of com m u -n ica t io-n b ot h h or izo-n t a l a -n d ver t ica l. Res t r u ct u r e a n d r eor ga n is e if t h a t is w h a t t a k es t o fa cilit a t e com m u n ica t ion a n d p a r t icip a t ion a t a ll levels.

T h e em p h a s is h er e is on t h e id ea of m a n a ger s a s fa cilit a t or s of effect ive com m u n ica t ion t h r ou gh ou t t h e or ga n isa t ion , u sin g t h e t ools of com m u n ica t ion a n a ly sis in or d er t o p r o-m ot e a n or ga n isa t ion a l clio-m a t e so a s t o en su r e cla r it y a b ou t or ga n isa t ion a l goa ls, p er m it a n u pw a r d a n d d ow n w a r d fl ow of in for m a t ion , cr ea t e a n a t m os p h er e of op en -n ess a -n d t r u st a -n d e-n cou r a ge t h e m a xim u m a m ou n t of in for m a l in t er a ct ion b et w een a s m a n y gr ou p s of p eop le a s p ossible.

Con s eq u en t ly, a com m u n ica t ion a u d it ca r -r ied ou t w it h in t h e sch ool w ill -r evea l:

Wh o you sh ou ld com m u n ica t e w it h Wh o you a ct u a lly d o com m u n ica t e w it h Wh a t you sh ou ld b e com m u n ica t in g H ow you sh ou ld com m u n ica t e w it h t h em ; a n d

H ow you a ct u a lly d o com m u n ica t e w it h t h em (Bla n d a n d J a ck s on , 1990, p. 142).

T h er e a r e t wo p h a ses in em p loy in g a com m u -n ica t io-n a u d it . T h e fi r s t is d ia g-n os t ic. H er e t h e exist in g or ga n isa t ion a l cu lt u r e is closely exa m in ed , u t ilisin g in st r u m en t s w h ich r evea l t h e w ay s in w h ich va r iou s gr ou p s of st a ff com m u n ica t e w it h on e ot h er a n d h ow w ell t h ey d o so. T h ese com m u n ica t ion t ools h elp t o d em y st ify r ela t ion sh ip s a n d , t h er efor e, m a k e t h em m or e v isible, a n d a s a r esu lt m or e m a n a gea ble. T h er e is a d a n ger, ot h er w ise, t h a t t h e sy st em of or ga n isa t ion a l com m u n i-ca t ion is m er ely a ssu m ed , t a k en for gr a n t ed a n d h en ce r em a in s la r gely ign or ed . Con se-q u en t ly, it is u n exa m in ed a n d t h er efor e u n q u est ion ed .

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t h e com m u n ica t ion a u d it n ow follow s, in w h ich t h e fi n d in gs t h a t em er ge fr om t h e d ia g-n ost ic a ct iv it ies lea d s t o t h e d evelop m eg-n t of a sh a r p ly focu sed s t r a t e gy (Tou r ish a n d H a r gie, 1996).

T h e follow in g s eq u en ce of st e p s h ave b een a d op t ed in con d u ct in g a com m u n ica t ion a u d it w it h in or ga n isa t ion s (H a r gie a n d Tou r -is h , 1993).

• A wor k sh op is or ga n ised w it h s en ior m a n -a gem en t w it h in t h e or g-a n is-a t ion , -a t w h ich t h e r a t ion a le a n d m et h od ology of com m u n i-ca t ion a u d it s a r e ou t lin ed a n d exp la in ed . M a n a ger s a r e a sk ed t o cla r ify w h a t t h ey u n d er s t a n d by com m u n ica t ion a n d it s p la ce w it h in t h e effect ive fu n ct ion in g of t h eir ow n or ga n isa t ion .

• T h e wor k s h op is t h en u s ed t o id en t ify a n d a gr ee on a n u m b er of a r ea s a n d is su es w h er e m a n a ger s con s id er t h e or ga n isa t ion n eed s t o h ave effect ive in t er n a l com m u n i-ca t ion s. T h is in p u t is s u b s eq u en t ly in cor p o-r a t ed in t o t h e a u d it p o-r ocess a n d t h e a u d it m a t er ia ls t h a t w ill b e u s ed . For exa m p le, w h en s t a ff a r e a s k ed t o con s id er h ow m u ch in for m a t ion t h ey r eceive on cer t a in k ey iss u es t h e im p or t a n t t op ics w h ich m a n a ge-m en t h ave id en t ifi ed a r e u sed a s ca se exa m p les.

• Bot h t h e q u a lit y a n d q u a n t it y of com m u n i-ca t ion t r a n s a ct ion s a b ou t t h ese k ey iss u es a n d a r ea s a r e in vest iga t ed t h or ou gh ly, u s in g a n u m b er of r es ea r ch in s t r u m en t s. A r a n ge of d a t a collect ion t ools a r e ava ila ble for u s e in con d u ct in g a com m u n ica t ion a u d it . Wh a t is m ost a p p r op r ia t e w ill va r y fr om on e or ga n isa t ion t o a n ot h er. T h is is lik ely t o d e p en d on s u ch fa ct or s a s t h e s ize a n d scop e of t h e or ga n isa t ion con cer n ed , t h e com p lexit y of it s or ga n isa t ion a l st r u c-t u r es a n d c-t h e r a n ge of iss u es c-t h a c-t a r e c-t o b e in vest iga t ed . On e of t h e m os t im p or t a n t of t h ese a u d it t ools is t h e u s e of a q u est ion -n a ir e, s p ecifi ca lly d es ig-n ed for t h e p u r p oses of con d u ct in g a com m u n ica t ion a u d it . • T h e focu s of t h e a u d it ca n b e a im ed a t t h e

gen er a l or ga n isa t ion a l level a n d it a lso ca n b e d ir ect ed t o exa m in e p a r t icu la r a r ea s of t h e or ga n isa t ion a l st r u ct u r e. It is, t h er efor e im p or t a n t t h a t a clea r p ict u r e of t h e exis t -in g s t r u ct u r e of sch ool com m u n ica t ion is fi r s t of a ll d elin ea t ed .

• T h e com m u n ica t ion a u d it q u est ion n a ir e com p r is es a n u m b er of s ect ion s w h ich s p ecifi ca lly exa m in e t h e q u a lit y of com m u -n ica t io-n s e-n t a -n d r eceived , a -n d h ow t im ely it is r eceived . T h is ca n exa m in e p er ce p t ion s of com m u n ica t ion effect iven es s in gen er a l t er m s ; it ca n a lso focu s on s om e of t h e k ey iss u es w h ich m a n a gem en t w ill h ave id en t i-fi ed t h a t t h ey t h in k a r e fu n d a m en t a l t o t h e

sch ool’s su ccess, a n d on w h ich a ll st a ff sh ou ld b e com m u n ica t in g effect ively. • Ad d it ion a l m et h od s of d a t a collect ion u sed

in con d u ct in g a com m u n ica t ion a u d it ca n a ls o in clu d e in t er v iew s a n d “s elf-r e p or t s of in t er a ct ive e p isod es”. Wh ile t h e u s e of in t er v iew s is a lon g-st a n d in g a n d va lu a ble m et h od , it ca n b e a cost ly, t im e con su m in g p r ocess d e p en d in g on t h e size a n d com p lex-it y of t h e or ga n is a t ion . H ow ever, lex-it ca n b e u sed t o follow -u p in gr ea t er d e p t h a r e p r e-sen t a t ive sa m p le of t h ose com p let in g a u d it q u est ion n a ir es a b ou t p a r t icu la r issu es w h ich m ay h ave em er ged .

Self-r e p or t in g of in t er a ct ive e p isod es in volves st a ff id en t ify in g a n d it em isin g d et a ils of t h eir com m u n ica t ive a ct iv it ies over a sp ecifi c p er iod in a p a r t icu la r a r ea . T h is ca n in clu d e id en t ify in g t h e s ou r ce, t op ic, ch a n n el, len gt h / d u r a t ion of t h e com -m u n ica t ion a n d w h et h er it w a s on e or t wo w ay. Resp on d en t s a r e a lso a s k ed t o m a k e q u a lit a t ive ju d gem en t s a b ou t t h e com m u n i-ca t ion , for exa m p le, r a t in g it on a si-ca le of effect iven ess. T h is m et h od ca n r evea l a r ich sea m of d a t a a b ou t t h e com m u n ica t ive h ea lt h of t h e sch ool or ga n is a t ion . • In con d u ct in g t h e a u d it s t a ff sh ou ld b e

given t h e op p or t u n it y t o com m en t on t h e com m u n ica t ion sy s t em in t h e s ch ool gen er -a lly -a n d -a lso t o p r ov id e -a ct u -a l sp ecifi c exa m p les of exist in g com m u n ica t ion p r a c-t ice. Su ch d a c-t a y ield s a va lu a ble a m ou n c-t of in sigh t in t o t h e s ch ool’s or ga n isa t ion a l cu lt u r e a n d t h e q u a lit y of in t er a ct ion a n d r ela t ion sh ip w it h in . T h es e a r e t h en con t en t a n a ly sed t o r evea l b r oa d t h em es a n d issu es. • T h e r es u lt s of t h e a u d it q u est ion n a ir e is

a n a ly sed t o a ssess t h e n a t u r e a n d q u a lit y of com m u n ica t ion . For exa m p le t h e a ct u a l issu es of con cer n t o st a ff ca n b e d iscover ed ; block a ges in com m u n ica t ion ca n b e a ccu r a t ely p in p oin t ed ; over / u n d er u sed ch a n -n els of com m u -n ica t io-n ca -n b e h igh ligh t ed ; or gr ou p s of st a ff r eq u ir in g “r em ed ia l a t t en -t ion ” ca n b e id en -t ifi ed .

Communication audit: recurrent

trends

We h ave con d u ct ed n u m er ou s com m u n ica -t ion a u d t s a cr oss a r a n ge of p u blic a n d p r iva t e s ect or or ga n isa t ion s, in clu d in g t h e ed u -ca t ion sect or. T h e m a in t r en d s t o em er ge fr om t h ese a r e a s follow s.

The need for information

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m a in r ecu r r in g com pla in t in ou r a u dits h a s been th a t of people feelin g u n der -in for m ed, a n d, by im plica tion , u n der va lu ed. Given th e well-k n ow n a da ge th a t “in for m a tion is power ”, la ck of in for m a tion u n der sta n da bly r esu lts in a feelin g of disem power m en t. Du r in g per iods of ch a n ge, it is even m or e vita l th a t sta ff feel fu lly (a n d h on estly) in for m ed a bou t wh a t is h a ppen in g or is a bou t to h a ppen w ith in th e or ga n isa tion . Wh ile th e pa ce of ch a n ge is often exter n a lly dr iven a n d ou tside th e con tr ol of sen ior m a n a gem en t, its im pa ct ca n be lessen ed by en su r in g th a t sta ff a r e in for m ed a s soon a s possible a bou t wh a t ch a n ges w ill occu r, wh en , a n d wh a t th e im plica tion s a r e lik ely to be.

Power of the grapevine

If th er e is a n in for m a tion sh or tfa ll, th e bu sh tele gr a ph wor k s over tim e to fi ll it, a n d sta ff w ill devote m or e tim e to th e r u m ou r. Th e gr a pevin e fl ou r ish es in or ga n isa tion s wh er e sta ff a r e selectively in for m ed on a “n eed to k n ow ” ba sis. Wh er e in for m a tion is n ot for th -com in g fr om m a n a gem en t, sta ff w ill in ven t it. All or ga n isa tion s h ave “cr ea tive” in dividu a ls wh o, bu ildin g on ba sic in for m a tion , con str u ct pla u sible scen a r ios of im pen din g gloom a n d doom . To cir cu m ven t su ch doom sday stor ies con ta m in a tin g th e or ga n isa tion , cr edible a n d speedy com m u n ica tion ch a n n els a r e essen tia l. Th e tim elin ess of in for m a tion deliver y is m or e difficu lt in or ga n isa tion s spa n n in g sever a l differ en t sites, a n d h er e m ech a n ism s m u st be esta blish ed to en su r e a sw ift fl ow of in for m a tion . Or ga n isa tion s sh ou ld develop fr eefl ow -in g com m u n ica tion h igh w ays a lon g wh ich m essa ges ca n be deliver ed both speedily a n d a ccu r a tely, a n d to wh ich a ll sta ff sh ou ld h ave r ea dy a ccess. On e w ay of a ch ievin g th is is to a ppoin t com m u n ica tion “ch a m pion s” en th u -sia stic in dividu a ls wh o w ill be tr u sted a n d r espected by th eir peer s to deliver in for m a -tion w ith in th eir ow n loca -tion .

Upwards communication

Ou r a u d it s u n d er lin ed t h e im p or t a n ce wh ich st a ff a t t a ch t o u pw a r d s com m u n ica t ion . Th ey va lu e a clim a t e in wh ich b ot t om -u p com m u n i-ca t ion is fost er ed a n d seen a s p osit ive. In t h e m or e dy sfu n ct ion a l or ga n isa t ion s, t h er e w a s a fea r a m on gst st a ff t h a t if t h ey voiced cr it ica l v iew s, t h ey m igh t t h en b e “m a r k ed ” by sen ior m a n a ger s. St a ff a r e esp ecia lly k een t o r e p or t on in it ia t ives t a k en in t h eir a r ea a n d t o b e a ble t o ga in r ea dy a ccess t o job r ela t ed in for -m a t ion . Th ey a lso w a n t a ct ion t o b e t a k en on in for m a t ion wh ich t h ey p r ov id e, p a r t icu la r ly fr om sen ior m a n a ger s. Upw a r d s com m u n ica -t ion m u s-t b e solid a n d n o-t a -t h in ven eer, sin ce a p osit ive b en efi t w ill on ly b e for t h com in g if a ct ion is seen t o b e t a k en by m a n a ger s a ct in g on t h e in for m a t ion ga t h er ed .

Channels of communication

St a ff exp r ess a con sis t en t p r efer en ce for fa cet ofa ce com m u n ica cet ion , yecet in m a n y or ga n isa -t ion s -t h er e is a n over -r elia n ce on w r i-t -t en com m u n ica t ion . A blizza r d of m em os fr om sen ior m a n a ger s is u su a lly a good in d ica t or of a fr ozen or ga n isa t ion , b a r r en of a n y w a r m cr ea t ive fr ee-fl ow of id ea s. We fou n d in m a n y sch ools a n d colle ges st a ff v iew of t h e st er eo-t y p ica l ed u ca eo-t ion a l m a n a ger loca eo-t ed in eo-t h e sa fet y of t h e office “bu n k er ”, a dv ised by a bu r ea u cr a t ic a d m in ist r a t or, cr ea t in g a n ever -en d in g, u n n ecess a r y a n d ir r it a t in g a r m ou r y of m em os a n d let t er s w h ich a r e t h en fi r ed off by t h e secr et a r y a t t h e d efen celes s wor k for ce! T h is lea d s on t o t h e n ext fi n d in g.

Visibility of senior managers

Sta ff w ish to com m u n ica te w ith sen ior m a n -a ger s. A per iodic -a n d r -a th er “stiff ” m eetin g of a ll sta ff is n ot wh a t is r equ ir ed h er e. Th e n otion of “m a n a gem en t by w a lk in g a bou t” h a s been r ecom m en ded for over a deca de. How -ever, ca u tion n eed to be exer cised wh en so doin g. Wh en pr ior n otice is given , th e r ed ca r pet tr ea tm en t is given a n d th e exer cise becom e som eth in g a k in to a r oya l visit w ith r oom s (a n d th eir in h a bita n ts!) bein g scr u bbed a n d polish ed befor e th e sen ior m a n a ger “in spects” th em . T h e m a n a ger a r r ives, a n n ou n ces som eth in g a k in to “J olly well don e. Good sh ow. Keep u p th e good wor k ” a n d disa p-pea r s ba ck to HQ. In essen ce th is becom es m a n a gem en t by w a lk in g pa st! Con ver sely, if th e sen ior per son a r r ives u n a n n ou n ced, th is is seen a s a for m of “ch eck in g u p”. Th e pr efer r ed option is for m a n a ger s to a r r a n ge r e gu la r for m a l m eetin gs w ith va r iou s gr ou pin gs of sta ff a t wh ich th er e is a n oppor tu n ity for a n y issu e to be discu ssed. T h er e sh ou ld be a for m a l in for m a lity a bou t th ese con ta cts – th ey sh ou ld be r ou n d ta ble, over coffee, for a set per iod (n o m or e th a n on e h ou r ), ch a ir ed by som eon e r ela tively ju n ior, sh ou ld be gin w ith a br ief sta tem en t fr om th e sen ior m a n a ger, a n d open ou t to a llow a n yon e to r a ise a n y topic. Th is n ot on ly a llow s sen ior execu tives to “a ddr ess th e tr oops”, it foster s a sen se of open n ess a n d a ccessibility w ith in th e or ga n isa tion . Th er e is a ca th a r tic effect in m eetin g a n d bein g lis-ten ed to by th ose in position s of power a n d th is sh ou ld be m a xim ised.

Conclusion

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w h a t m igh t b e r e ga r d ed a s t h eir “id ea l t y p e” of a p osit ive com m u n ica t ion a p p r oa ch a n d w h a t t h e k ey iss u es in fa ct a r e. A cr u cia l p a r t of t h is is t h e id en t ifi ca t ion of t h e va lu es w h ich m a n a gem en t b elieves u n d er p in t h eir com m u n ica t ion p r a ct ices, a n d t h e d evelop -m en t of s t a n d a r d s w h ich r efl ect t h ese va lu es in a ct ion . E xp er t fa cilit a t ion is u s u a lly r eq u ir ed a t t h is st a ge, t o en s u r e t h a t p eop le exp r ess w h a t t h ey r ea lly feel r a t h er t h a n w h a t t h ey im a gin e is “p olit ica lly cor r ect ”. It m ay w ell b e t h a t t h is b ecom es t h e m ost lon g d r aw n ou t p a r t of t h e a u d it p r ocess, s in ce t h e w h ole exer cis e w ill b e d oom ed t o fu t ilit y u n less t h e s en ior m a n a gem en t t ea m h a s a gr eed ob ject ives a n d a sh a r ed sy s t em of com m on va lu es. For exa m p le, if sch ools h ave b een a m a lga m a t ed it m ay b e t h a t sen ior m a n -a ger s h -ave -a d iffer en t cu lt u r -a l t r -a d it ion -a n d p os s es s r a d ica lly d iffer en t m a n a gem en t st y les. T h e p r oblem s ca u sed by t h is m u s t b e fa ced a t a n ea r ly st a ge.

It is a ls o im p or t a n t t o h igh ligh t t h e q u es -t ion of h ow im p r ovem en -t s in com m u n ica -t ion st r a t e gies, a n d t h e sy s t em s w h ich r es u lt sh ou ld b e m ea su r ed . It h a s b een a r gu ed t h a t m a n y ch a n ge p r ogr a m m es fa il b eca u se t h e eva lu a t ion ca r r ied ou t s im p ly focu ses on t h e p r oces s t h a t is in t r od u ced r a t h er t h a n on w h a t is ess en t ia l – t h e u lt im a t e goa ls of t h e or ga n isa t ion (Sch a ffer a n d T h om p s on , 1992). It is n ecess a r y, t h er efor e, t o avoid t h e ea sy t em p t a t ion t o eva lu a t e ch a n ges r es u lt in g fr om en ga gin g in a com m u n ica t ion a u d it exclu s ively in t er m s of exp r es s ed s a t is fa ct ion w it h n ew com m u n ica t ion a r r a n gem en t s a lon e, t h e “feel-good ” fa ct or. Wh ile s u ch a p os it ive d ecla r a t ion is en cou r a gin g, it s u lt i-m a t e ii-m p or t a n ce a n d wor t h r es t s t o t h e ext en t t h a t it fu r t h er s ot h er es s en t ia l or ga n isa t ion a l goa ls. T h e p u r p ose of a com m u n ica -t ion a u d i-t ess en -t ia lly is -t o id en -t ify p r oblem s w h ich ca n b e s p ecifi ca lly a scr ib ed t o t h e n a t u r e of t h e exis t in g com m u n ica t ion p r a c-t ices a n d c-t o c-t a k e p la n n ed a cc-t ion for c-t h e elim i-n a t ioi-n of t h ese w h ich w ill lea d t o ch a i-n ges ii-n h ow s t a ff in t er a ct w it h ea ch ot h er w it h in va r iou s or ga n isa t ion a l set t in gs.

Wh ile com m u n ica t ion a u d it s a r e s t ill n ot yet w id ely k n ow n a b ou t n or u t ilis ed w it h in or ga n isa t ion s in t h e UK, t h er e is a gr ow in g in t er es t a m on g t h os e m a n a ger s w h o h ave com e t o r ea lise t h a t it is n o lon ger p os sible t o ign or e t h e q u a lit y a n d effect iven es s of or ga n i-sa t ion a l com m u n ica t ion . T h e u t ilis a t ion of t h is a p p r oa ch w it h in ed u ca t ion a l or ga n isa t ion s su ch a s sch ools a n d colle ges ca n con -t r ibu -t e s ign ifi ca n -t ly -t o a r a isin g of aw a r en ess of t h e im p or t a n ce of effect ive com m u n ica -t ion , n o-t on ly in r en d er in g r ela -t ion sh ip s m or e m a n a gea ble bu t a lso in fa cilit a t in g t h e d evelop m en t of a n or ga n isa t ion a l cu lt u r e

w h ich st r ives t o im p r ove t h e q u a lit y of it s op er a t ion . In t h e lon g r u n , it is p r ecisely t h e d evelop m en t of su ch a cu lt u r e w h ich w ill d et er m in e h ow w ell sch ools ca t er for t h e n eed s of ch ild r en .

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