Monday, 30 January 2012

Tutorial 2

Key Term: Communication Process


1.       Describe an organization that you know well. Identify message functions and the structure of that organization.


The organization that I had worked before is Milestone Production, along together with Artiste Management Services and Show Production.
Milestone Production was founded in 2003 and providing one-step services which are strategic services, creative services and production services. It has a strong portfolio of clients such as Haier, Chevron, Sunway Pyramid, Maybank, Tomtom, King’s, Star Publication, Swatch Group, AIA, Bric’s, Mitra Energy, Tatler Malaysia, Samsung, Maxis and etc.
Milestone Production manages all types of corporate, commercial and private functions such as Dance and Musical Productions, Seminars and Conferences, Product Launches, Opening Ceremonies, Fashion Shows, Road Shows, Concerts, Annual Dinners, Theme Parties and many more. Some of the show that Milestone Production done before was Mamma Mia@ The Musical @ Istana Budaya, Peter Pan @ Istana Budaya, Nicholas Tse Concert @ Singapore, Wild Zebra @ Istana Budaya, Shaolin Kung Fu Masters @ Stadium Putra Bukit, AIA Kick Off 2011 @ Putra Indoor Stadium and etc.

Organization Structure

There are three different departments under Milestone Production, which are Artiste Management, Event Management and Show Production. Although Milestone Production is a small organization, however they have a clear hierarchy of information flow, where Executives pass the message to Managers, then Managers report to Director, and then Director will discuss the issues or situation to the Managing Director, at the end Managing Director will make the final decision or approval. Therefore, communication process places an important role within the organization as miscommunication will lead to failure of the overall daily operation.  
For example, the executive is given a task to search for the quotation of shipment to USA, and then he/she has to report to Manager. Manager passes the message to Director. Director has a meeting with Managing Director with regards to the comparison of the quotation from different shipment companies. What if the Manager misunderstands of Executive’s message? Managing Director will make the wrong decision.

2.       Describe the culture of the same organization.
-          Everyone has the equal treatment. Although the employees are new in the company, employer still provides allowance, bonus for them. Besides that, employees are fair to have same amount of leaves as other colleagues have. After the event, normally employer will treat employees to have a dinner as an encouragement.
-          Employer provides equal opportunities for employees to voice up their opinion during the meeting.
-          Well management strategic. No one will overlay other jobs. Everyone has their own job scope.
-          Everyone almost works independently as the Director will assign job to each of the Managers, then the Manager passes to Employees.
-          Non-work life as manager may call employees to work on weekend.
-          Group interactions are normally through email or written form, therefore information always overload.

3.       Debate whether or not we should view communication as the fundamental organizational process.
Miller (1995) defined organizational communication is a process through which organizations are created and in turn create and shape events. The process can be understood as combination of process, people, messages, meaning and purpose. Organization communication is more than the daily interactions of individuals within organizations.
Communication as the fundamental organizational process is proven by several scholars. It is an ongoing process without beginning and end and it is a basic way of interaction to internal and external of the organization. For example, when an organization such as HELP University is facing financial crisis, employees, students and outsider (parents) will worry about their salary and certificates. In order to handle the facts, top management of the organization such as head of Marketing, ADP, Business, Information Technology, Communication and A-Level should announce the same information or message to internal employees, external students and parents. 
Furthermore, communication assists both individuals and organizations to identify differing cultural perspective and create relationship between each of them. Through a conversation, we will understand more about the characteristics of this person, that’s why there is at least three times interview for an organization before hiring the person.
Besides that, communication creates and shapes organizational events. It helps to interpret the message into meaningful symbolic. For example, a symbol of “$” represent “money”.
Lastly, communication is a movement or transmission of verbal and nonverbal behaviors and the sharing of information throughout the organization. Effective and efficient communication helps to exchange message immediately and within nation boundaries anytime.

4.       Which of three approaches (functional, meaning-centered, or emerging perspectives) to organizational communication do you think better describes organizations? Why?
There are no right or wrong among three approaches to organizational communication. For my opinion, I will prefer to apply three approaches together due to the blooming of technologies and transition of information age.
Functional Approach is described as a primary function of organizational communication system to send or receive information. It is important for organization communication which numbers of related units that operate together within the organization and its environment to get the information from internal and external (issues and problem), then transmitting the message (doing research, revolution and changing), and finally comes out a conclusion (decision and solve the problem). For example, Starbuck got a complaint from external environment with regards to the long queue for ordering and paying the bill. Therefore, they start improving their business strategy which comes out with Starbuck prepaid cards or loyalty cards. However, this organization communication approach does not filter unneeded information or messages, the end lead to information overload.
Meaning-Centered Approach is described as a secondary function of organization communication system which is concerned with how organizational reality is generated through ongoing human interaction. Identify employees’ characteristics, socialize each member in order to learn their behavior and culture, and provides task according to their ability are the necessity for organization communication. For example, employer of PR firm will lower their expectation to fresh graduated employees compared to experienced employees. They cannot expect the fresh graduated employee is able to write an impressive press release without any practical experience. 
Emerging Perspectives Approach is focus attention on power, control and the right of workers. They reject old power structure of Functional Approach and Meaning-Centered Approach. They urge that every employee should have fairly to vote. However, employees have too many freedom will lead to abuse of power.

5.       Describe a circumstance you have observed when organizational communication influenced effectiveness.
Like I said in previous question, Functional Approach does not filter unneeded information or messages, the end lead to information overload. I had faced a condition before which after a long holiday (4 days), there are hundreds of emails in my mail box, eventually I only simply ‘screened’ through it and deleted the messages that I felt unimportant. However, I missed out some of the important information.
Although Meaning-Centered Approach are customized job scope based on employees’ characteristics, however the frequent job shift for employees from one organization to another make employers unwilling to spend time to train and understand employees. Employers just pass the task to employees and expect them to submit it on time.




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