Effect of Communication Strategies on Organisational Performance
DOI:
https://doi.org/10.61455/sicopus.v3i02.284Keywords:
organizational performance, communication strategies, employee engagement, information flow, business efficiencyAbstract
Objective: This study investigates the effect of communication strategies on organizational performance at Mohammed Goni College of Legal and Islamic Studies, focusing on formal and informal communication and their impact on institutional effectiveness. Theoretical framework: The study is based on organizational communication theories, emphasizing the role of structured communication in enhancing clarity, decision-making, and institutional coordination. It also considers the potential challenges of informal communication, such as misinformation and ambiguity. Literature review: Effective communication strategies are pivotal in enhancing organisational performance. Prior studies highlight that clear, consistent, and transparent communication fosters employee engagement, reduces conflicts, and promotes alignment with organisational goals. Strategic internal and external communication improves decision-making, coordination, and adaptability to change. Moreover, communication that integrates feedback mechanisms enhances innovation and productivity. Methods: A quantitative research design was adopted, utilizing structured questionnaires to collect data from 335 staff members, selected through simple random sampling. The data were analyzed using regression analysis with SPSS version 27 to determine the relationship between communication strategies and organizational performance. Results: The findings indicate that formal communication has a positive and statistically significant impact on organizational performance, reinforcing its role in ensuring transparency, consistency, and goal alignment. Conversely, informal communication shows a weak negative relationship with performance, suggesting challenges related to the spread of inaccurate or inconsistent information. Implications: The study highlights the necessity of strengthening formal communication channels while effectively managing informal communication to minimize its negative impact. Implementing structured communication policies and training programs can enhance clarity and efficiency within the organization. Novelty: This research provides a structured analysis of communication strategies within an academic institution, offering insights into their implications for performance. It underscores the importance of balancing formal and informal communication to optimize organizational outcomes. Prioritizing formal communication mechanisms while mitigating the risks associated with informal interactions can significantly enhance organizational efficiency and goal achievement.
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