{"id":46368,"date":"2024-07-18T17:45:20","date_gmt":"2024-07-19T00:45:20","guid":{"rendered":"\/us\/en\/blog\/?p=46368"},"modified":"2025-09-16T00:46:26","modified_gmt":"2025-09-16T07:46:26","slug":"a-guide-to-organizational-communication","status":"publish","type":"post","link":"\/us\/en\/blog\/a-guide-to-organizational-communication\/","title":{"rendered":"What is organizational communication? Explanation & tips"},"content":{"rendered":"

Whether you\u2019re steering an enterprise-level business or directing a small non-profit, organizational communication is a term you need to keep in mind.<\/span><\/p>\n

Customers, clients, employees and stakeholders of all kinds expect professionalism and clarity in all areas, and communication is no exception. When they encounter organizations that don\u2019t know what to say (or how to say it), they rightfully become frustrated.<\/span><\/p>\n

But what if you\u2019re not sure how you can prioritize organizational communications for your operation, or even what they involve? What actually makes communication <\/span>organizational<\/span><\/i>? It isn\u2019t a subject matter that most people are inclined to consider.<\/span><\/p>\n

Well, if you\u2019re looking for guidance, you\u2019re in the right place. This article will provide a succinct organizational communication definition, detail some key communication types, and lay out the fundamentals of organizational communication so you can start working on it in your operation. Let’s kick things off with the core question. <\/span><\/p>\n

What is organizational communication?\u00a0<\/strong><\/h2>\n

Organizational communication covers all the communication an organization participates in. It can be internal (team meetings or training sessions) or external (sales calls or social media posts.) Poor organizational communication can cause major brand damage, so getting it right is vital.<\/span><\/p>\n

That might sound easy enough, but it\u2019s actually a serious challenge. Indeed, the complexities have made communication study an enduring topic of investigation. Writers such as <\/span>Herbert A. Simon<\/span><\/a> and <\/span>W. Charles Redding<\/span><\/a> have paved the way for today\u2019s students by solidifying it as an academic discipline.<\/span><\/p>\n

Students who find communication particularly fascinating have the option of taking it to a doctoral level. They can then look for professorial positions or find work in consulting, marketing, project management, or human resources.<\/span><\/p>\n

People with communication skills and qualifications are so valuable in the business world because no workplace can function well if it can\u2019t maintain a strong standard of communication.\u00a0<\/span><\/p>\n

This is why most job adverts will ask for communication skills, and why good HR departments hold communication workshops and training sessions to ensure that everyone can operate at a reasonable level.<\/span><\/p>\n

Types of organizational communication<\/span><\/h2>\n

With so many different objectives being pursued simultaneously, organizational communication moves in many directions. This makes it helpful to talk about organizational communication <\/span>types<\/span><\/i> (or <\/span>categories)<\/span><\/i>.\u00a0<\/span><\/p>\n

There are plenty of possible ways to arrange these types, but these three core pairings offer a good start:<\/span><\/p>\n

Internal vs. external<\/span><\/h3>\n

An easy way to split communication in an organization is to look at internal and external exchanges. Internal exchanges are between employees, while external exchanges involve people from outside the organization.<\/span><\/p>\n

Internal communication<\/span><\/h4>\n

Whether collaborative and mission-driven or casual and morale-building, internal comms make up most of the average organization\u2019s exchanges.\u00a0<\/span><\/p>\n

To be optimally effective, they need strong employee engagement and connection, so large organizations (or those reliant upon <\/span>remote working<\/span><\/a>) can struggle with traditional methods. This is where online communication solutions are invaluable.<\/span><\/p>\n

External communication<\/span><\/h4>\n

There are various ways in which an organization might communicate with the outside world. It could release marketing materials, post job listings, liaise with stakeholders, update customers, or comment on industry trends.\u00a0<\/span><\/p>\n

It\u2019s important to be consistent across all these exchanges, so having clear brand guidelines in place and sticking to them should be a big priority.<\/span><\/p>\n

Formal vs. informal<\/span><\/h3>\n

This method of splitting communication types is quite simple. It\u2019s all about the language and tone an organization uses when communicating. Corporate communication calls for the ability to assess what level of formality is required in a particular situation.<\/span><\/p>\n

Formal communication<\/span><\/h4>\n

The more serious the topic becomes, the more formal the communication gets. Internal exchanges lean towards formality when they concern major problems that need addressing, pitches to high-level executives with little time to spare, or the documentation of essential processes.\u00a0<\/span><\/p>\n

External exchanges, however, are most formal when they involve current or prospective customers.<\/span><\/p>\n

The key to formal communication is professionalism. Slang terms, expressions of apathy, and refusals to take responsibility should all be avoided. Such things can ruin careers when they appear at critical junctures in formal exchanges.\u00a0<\/span><\/p>\n

This is why creating and following a strong organizational communication plan should be a priority for any ambitious operation. The better the plan, the fewer chances there are for mistakes to creep in.<\/span><\/p>\n

Even so, bear in mind that formality can go too far, leading to exchanges feeling stilted, impersonal, and even robotic. This is particularly worrisome when engaging with customers increasingly likely to expect more than just good service from the brands they support.\u00a0<\/span><\/p>\n

There\u2019s no perfect solution, though. All you can do is develop an instinct for when you can benefit from letting personality shine through.<\/span><\/p>\n

Informal communication<\/span><\/h4>\n

Most communication in organizations takes place <\/span>between<\/span><\/i> formal exchanges. With instant messages, emails, or just face-to-face conversations, employees can spread information without even thinking about it.\u00a0<\/span><\/p>\n

This is sometimes known as \u201cgrapevine\u201d communication because casual chats can easily involve gossip and rumors, so it\u2019s important to have guidelines or employee handbooks to keep it in line.<\/span><\/p>\n

When it\u2019s used well, informal communication is preferable for most people. Workers are usually happy to discuss things informally because it reminds them of their freedom to operate as they see fit, and good managers are happy to see that happen because employees who feel in control tend to be happier.<\/span><\/p>\n

Oral vs. written<\/span><\/h3>\n

The last of the three core category pairings when analyzing organizational communication is oral and written communication. Both types are used regularly, and each has a big role to play in making an organization a success.<\/span><\/p>\n

Oral communication<\/span><\/h4>\n

Oral (spoken) communication is so important because proficient use of complex emotion-affecting elements such as body language and eye contact can win someone over in a way that written communication rarely can.\u00a0<\/span><\/p>\n

This is true even with remote conversations, as a skilled communicator (equipped with a reliable video calling platform, of course) can use tone and facial expressions to great effect.<\/span><\/p>\n

Within an organization, oral communication covers one-on-one sessions (common for performance reviews), small group meetings (<\/span>online training sessions<\/span><\/a>, for instance), and sometimes public speaking occasions (e.g. industry events).\u00a0<\/span><\/p>\n

The requirements are slightly different in each situation, so it takes immense skill and practice to be a truly proficient oral communicator.<\/span><\/p>\n

Written communication<\/span><\/h4>\n

Written communication (which can be handwritten or typed) is a key consideration for effectively running an organization. Most communication passed to customers and stakeholders alike will be in text format, and there\u2019s so much legal paperwork to be done.\u00a0<\/span><\/p>\n

Provided they\u2019re given enough time and resources, having skilled writers around is a tremendous advantage. With that said, it\u2019s necessary to be aware of the drawbacks of leaning heavily on written communication.\u00a0<\/span><\/p>\n

Emails, instant messages, social media posts, and other written channels take keen awareness of what to say and how to say it, and the time allowed to compose written messages also makes it harder to excuse poor results. Misspeaking is easily excused, but miswriting is not.<\/span><\/p>\n

A sensible approach for an organization is to have a brand writing handbook in place and require anyone doing any writing for the operation to follow its guidelines carefully. The writers who prove their reliability can then be given opportunities to be more creative, while the others can continue to\u00a0 rely on the directions.<\/span><\/p>\n

Downward vs. upward vs. horizontal vs. diagonal<\/span><\/h3>\n

We\u2019ve covered the main communication types, but there\u2019s also directionality. So what is an organizational communication <\/span>direction<\/span><\/i> supposed to indicate?\u00a0<\/span><\/p>\n

Put simply, the way you communicate changes depending on how you relate (usually professionally, but potentially personally as well) to the person you\u2019re talking to.<\/span><\/p>\n

Downward communication<\/span><\/h4>\n

Downward communication involves communicating with someone ranked below you in your organization. It\u2019s commonly used for instruction; think of a supervisor discussing performance with a frontline employee, a CEO sending a mass email about corporate changes, or a manager delegating tasks in a team meeting.<\/span><\/p>\n

Upward communication<\/span><\/h4>\n

Upward communication involves communicating with someone who outranks you within your organization.\u00a0<\/span><\/p>\n

Imagine a frontline employee asking their manager for advice, passing feedback to their supervisor, or reporting a recurring problem to the head of their department. Having a fair amount of upward communication is good for an organization\u2019s health because it mitigates the impact of hierarchy.<\/span><\/p>\n

Horizontal communication<\/span><\/h4>\n

Horizontal communication occurs between employees on (or roughly on) the same level. Collaboration in general is the primary driver here because similarly ranked colleagues don\u2019t have power over one another.\u00a0<\/span><\/p>\n

Team meetings, for example, often involve peers exchanging updates and suggestions, while instant messaging chats see the sharing of resources and constructive criticism.<\/span><\/p>\n

Diagonal communication<\/span><\/h4>\n

Diagonal communication covers the relatively rare instances of conversation between people on different levels <\/span>and <\/span><\/i>in different departments (or even different <\/span>companies <\/span><\/i>in instances of corporate partnerships).\u00a0<\/span><\/p>\n

It warrants a distinct type here because such exchanges present unique challenges.\u00a0<\/span><\/p>\n

When someone <\/span>technically <\/span><\/i>outranks you but has no direct power over you, you need to be cooperative while standing your ground. And when you\u2019re tasked with working on a project with someone from another department, showing curiosity about how they operate can help produce some insights you can use to improve.<\/span><\/p>\n

Organizational communication examples<\/span><\/h2>\n

We\u2019ve already mentioned some examples of organizational communication, so let\u2019s get into more detail. Covering internal and external communications, here\u2019s why certain instances of communication matter and how they should be approached.<\/span><\/p>\n

Internal communication examples<\/span><\/h3>\n

Executed well, these instances of internal communication help organizations improve their operations:<\/span><\/p>\n

Team meetings<\/span><\/h4>\n

Team meetings are vital for strong organizational communication. All teams should regularly share ideas, ask for feedback, and freely voice their opinions. Historically, team meetings would be held in meeting rooms, but it\u2019s now common for them to take place remotely.<\/span><\/p>\n

At RingCentral, we focus on helping remote employees work effectively from anywhere, and that certainly involves being productive in team meetings.\u00a0<\/span><\/p>\n

This is why we\u2019ve made <\/span>video meetings<\/span><\/a> easier than ever with <\/span>RingCentral RingEX <\/span><\/a>and <\/span>RingCentral Video<\/span><\/a>, offering HD meetings for up to 200 participants with convenient screen-sharing, carrier-grade infrastructure, and enterprise-grade encryption.<\/span><\/p>\n

Training sessions<\/span><\/h4>\n

An AI-powered video collaboration suite<\/a> can transform training delivery by providing features like searchable recordings that allow employees to revisit complex topics at their own pace. This ensures that remote training sessions are just as effective as in-person ones.<\/p>\n

Good training sessions, then, are designed to convey ideas quickly in digestible parts that don\u2019t strain attention spans. They neatly explain the value of the information being provided, and take advantage of gamification (a core part of <\/span>workforce optimization<\/span><\/a>) through issuing quizzes, puzzles, and more formal assignments.<\/span><\/p>\n

Performance reviews<\/span><\/h4>\n

Employee performance must be assessed to ensure that productivity remains high, but explaining to someone how you\u2019ve rated their output poses a significant communication challenge. If you\u2019re too delicate with criticism, they might not take your comments seriously. If you\u2019re too heavy-handed, you might crush their spirit.<\/span><\/p>\n

Finding the right balance takes practice and awareness of how individual employees respond to feedback. It\u2019s also vital to give employees opportunities to be critical of their colleagues and\/or managers. A fair give-and-take process benefits everyone and prevents lingering issues from hampering progress.<\/span><\/p>\n

Work social events<\/span><\/h4>\n

Work social events themselves involve communication, but what\u2019s most interesting about them is that their informal exchanges impact the formal exchanges that take place back at work.\u00a0<\/span><\/p>\n

Colleagues that are awkward or uncomfortable around one another can benefit from practicing their communication in pressure-free situations.<\/span><\/p>\n

Team-building exercises are often effective at getting people to share information and opinions more openly and honestly. This is a big reason why successful organizations invest in interaction-rich social events. When people spend time together, they get better at collaborating (and enjoy it more).<\/span><\/p>\n

External communication examples<\/span><\/h3>\n

External communication has much broader brand implications. These instances of external communication require careful management:<\/span><\/p>\n

Customer support exchanges<\/span><\/h4>\n

Fielding general queries or specific concerns, customer support teams are tasked with navigating many difficult conversations, and any one of those conversations has the potential to cause big problems should it be mismanaged. After all, a dissatisfied customer can easily spread negativity online.<\/span><\/p>\n

Effective customer support exchanges pair sensible structuring (the most basic structure being greeting, acknowledgement, solution, then follow-up) with open and empathetic engagement. The core element, ultimately, is careful listening. Support agents who really pay attention to what callers are saying get the best results.<\/span><\/p>\n

Press releases<\/span><\/h4>\n

Despite being somewhat archaic, press releases remain useful for announcing notable organizational actions, spreading word about brand updates, or responding to crisis events that threaten to worsen if ignored. They may only need one-way communication, but that doesn\u2019t make them easy to get right.<\/span><\/p>\n

The biggest element of getting a press release right is fully understanding the context surrounding it. How will people respond to the sentiments expressed (or the words used to express them)? Are there expectations to meet? Will an informal tone earn support or criticism? Considering such questions is imperative.<\/span><\/p>\n

Industry newsletters<\/span><\/h4>\n

Many leading organizations care about being considered thought leaders, and a great way to demonstrate expertise is to release a regular industry newsletter. The biggest obstacle in the way here isn\u2019t brand damage, however: it\u2019s apathy. Sending out newsletters that don\u2019t interest people is just wasting time and effort.<\/span><\/p>\n

What makes a newsletter worth following is a solid mix of actionable insight and good writing (ideally showing some personality and thus likability). Consistently valuable releases with a steady tone will eventually attract readers, and acting upon feedback from those readers will help keep them.<\/span><\/p>\n

Social media posts<\/span><\/h4>\n

Social media platforms allow organizations to dynamically engage with the people they want to reach, making them powerful, but also making them dangerous. Companies that get too cavalier with their posting can commit social <\/span>faux pas<\/span><\/i>, potentially leading to widespread condemnation (or even boycotts).<\/span><\/p>\n

The combination of potential and risk pushes some companies to outsource their social posting, passing it to businesses built to nail it despite the loss of authenticity that entails. Those willing to keep it in-house, though, can earn plaudits through creativity, honesty, and tasteful self-deprecation. <\/span><\/p>\n

Why is organizational communication important?\u00a0<\/strong><\/h2>\n

Organizational communication is important because it affects <\/span>information distribution<\/b>, <\/span>employee engagement<\/b>, and <\/span>public relations<\/b>. Clear and consistent communications limits mistakes, speeds up admin, and fosters positive relationships both internally and externally.<\/span><\/p>\n

Information distribution<\/span><\/h3>\n

Excellent organizational communication helps information circulate the operation quickly and accurately. It\u2019s when people fail to check their facts (or just struggle to express what they mean) that falsehoods get around, leading to bad decisions, frustrated customers, reputational damage, and even legal disputes.\u00a0<\/span><\/p>\n

Everyone within the organization should know how to verify and share information properly, whether they\u2019re helping a coworker, supporting a client, or making a public announcement.<\/span><\/p>\n

Employee engagement<\/span><\/h3>\n

When an employee feels their voice is heard, they\u2019ll be more likely to work hard and stay productive. That\u2019s why it\u2019s an issue that <\/span>not even 3 out of 10 U.S. employees<\/span><\/a> believe their opinions are taken seriously at work.\u00a0<\/span><\/p>\n

If you can nail workplace communication, you can help your employees feel involved, understand what\u2019s going on with the business in general, and provide meaningful contributions.<\/span><\/p>\n

Public relations<\/span><\/h3>\n

Perception is incredibly important in business, and external communication issues can cause serious (potentially even irreparable) damage to an organization.\u00a0<\/span><\/b><\/p>\n

When a company unthinkingly posts something insensitive on social media, misses a chance to impress a dissatisfied customer, or fails to appropriately address public criticism, it risks losing all credibility and ruining its long-term prospects. <\/span><\/b><\/p>\n

How to achieve effective organizational communication<\/span><\/h2>\n

Eager to improve the communication both inside and outside of your organization? It\u2019s a worthwhile goal, and the good news is that it\u2019s absolutely achievable if you do two things in particular:<\/span><\/p>\n

Create a full organizational communication strategy<\/span><\/h3>\n

Each organization\u2019s communication strategy will be different, naturally, but there are some elements that every strategy should feature.\u00a0<\/span><\/p>\n

If you can cover all of the following, you can establish a solid foundation to build upon:<\/span><\/p>\n