ASAS
STRATEGI KOMUNIKASI
Universiti Putra Malaysia
CONTENTS
UNITS:
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I: Introduction to Comm in Organ
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II: Basic Comm Skills
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III: ITP Comm Strategies
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IV: Group Comm Strategies
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V: Public Presentation Strategies
Unit I
DETAILS OF UNIT I
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Introduction to Comm in Organ
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Ch1: Comm in Organizations
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Ch2: Model of Strategic Comm Behavior
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Ch3: Diversity in Biz & the Professions
INTRO TO COMM IN ORGAN:
Chapter 1
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Ch1: Comm in Organizations
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“Provides an overview of comm in
biz & professional settings.
Explains the role of comm in
achieving goals & the challenges
posed by the new tech.,
diversification of work force, & the
globalization of the marketplace”
Seven components
of comm skills
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Creative insight
Sensitivity
Vision
Versatility
Focus
Patience
Globalism –global attitude
Basic Communication Elements
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Source
Message
Channel
Receiver
 Others:
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Noise, Feedback, Encoding, Decoding
7 Reasons for Comm Failure
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Inadequate info
Info overload
Poor-quality info
Poor timing
Lack of feedback
Problems with channels
Cultural barriers
Elements of Organizational Culture
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Values
Norms
Heroes
Climate
Rites & rituals
Communications
Stories, myths & legends
INTRO TO COMM IN ORGAN:
Chapter 2
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Ch 2: Model of Strategic Comm Behavior
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“Familiarizing the strategic comm
skills, as well as understanding how
values and ethics influencing comm
activity”
Areas of Strategic Comm
Goal setting
 Situational knowledge
 Comm competence
 Anxiety management
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Values & Ethics in Strategic Comm
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Values are found in:
Primacy of customer
 Honesty & integrity
 Respect for other workers
 Importance of every person
 Maintenance of high professional standards
 Fair treatment; Quality service
 Innovative thinking; Creativity
 Reliance on ethical standards
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Values & Ethics in Strategic Comm
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Ethical guidelines are:
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Maintain candor -truth, honest & frank in comm
Keep message accurate
Avoid deception
Keep confidences
Timeliness of comm
Confronting unethical behavior
Maintain consistent behavior
Cultivate empathic listening
Setting A Communication Goal
The process:
i.) Identify the challenge/problem
ii.) Map out a strategy
iii.) Set a performance goal
iv.) Identify resources
v.) Recognize contingency
vi.) Obtain feedback
Goal setting process
Obtain feedback
Recognize contingency
Identify resources
Set a performance goal
Map out strategy
Identify challenge
‘Understanding’ an organization
The importance:
 ‘A general who possesses the strength of
arms will have an equal chance of winning &
losing in any battle..
 However, a general who possesses the
strength of arms and the knowledge of his
enemy will have an absolute chance of
winning in every battle!
(by: ???)
‘Understanding’ an organization
Among other ways are:
 Adaptive learning
 Understanding organizational values
 Developing specific k’ledge of the
organization
 Observing successes and failures
Political Strategies in Comm
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Trading favors
Controlling the meeting agenda
Associating with the ‘right’ people
Building coalitions of ‘friendly’ people
Assuming seating with powerful people
Appearing at official functions & meetings
Sensitive to dress codes – ‘dress makes a man!’
Adhering to favorable policies of powerful people
5 Dimensions of
An Ideal Comm Climate
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Supportiveness
Participative decision makings
Trust, confidence, & credibility
Openness & candor (frankness)
High performance goals
Ensuring The Competency
of Your Messages
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Be specific
Be accurate
Be honest
Be logical
Be complete
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Be succinct – brief
Be relevant
Be timely
Ask for feedbacks
Within the time
frames
Organizational Comm in General
Generally, there are only 2 types:
 Internal
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Downward communication
Upward communication
Horizontal communication
Informal ‘networks’
External
Organizational Comm in General:
Internal Communication
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Messages that are sent and received
within an organizational boundaries of
a company are called ‘internal
communication’.
Organizational Comm in General:
Internal Communication
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Downward (superior to subordinate):
Job instructions – be specific!
 Job rationale –always explain why…
 Procedures & practices – fair & just
 Feedbacks – always acknowledge efforts
 Goals’ indoctrination – make it obvious;
print them out and hang them up on the
walls!
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Organizational Comm in General:
Internal Communication
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Upward (subordinate to superior):
 Msgs reflect’g employee performance.
 Msgs reveal’g infos about other employees.
 Msgs report’g on activities & tasks
associated with goal accomplishment.
 Msgs communicating attitudes &
understand’g of organizational practices
and policies.
Organizational Comm in General:
Internal Communication
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Horizontal (same hierarchical level):
 Facilitating problem solving.
 Information sharing.
 Coordinating tasks.
 Enhancing morale – sympathy / empathy.
 Concerted conflict solving
The challenges are:
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(1) Territoriality (2) Specialization (3) Lack of
Motivation
Organizational Comm in General:
Internal Communication
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Informal ‘networks’ (known as grapevine):
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Travels fast
Travels by clusters
Carries much information
Common channel for rumors
Generally accurate information
Occurs on every hierarchical level
Indication of attitudes & sentiments
Organizational Comm in General:
External Communication
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Messages that are exchanged beyond
an organizational boundaries of a
company are called ‘external
communication’.
Organizational Comm in General:
External Communication
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Among others are:
Newsletters
 Annual reports
 Advertisements
 Acknowledgements
 Notices, Tenders, etc.
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Organizational Comm in General:
External Communication
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Guidelines for selecting channel:
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Speed
Accuracy
Feedback
Selectivity
Appropriateness
Cost and price
Accountability
Acceptability – risky jokes are not for superior!
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[end of Ch. 2]
INTRO TO COMM IN ORGAN:
Chapter 3
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Ch 3: Diversity in Biz & the
Professions
“Your ability in understanding
and managing differences
among people.”
Sources of Diversity
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Genders
Age gaps
Ethnicities
Physical abilities
Intellectual abilities
Religious beliefs
Sexual orientations
Managing Diversity
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Non-judgmental attitudes
Respect for yourself & others
Practice flexibility; tolerance of ambiguity
Low ethnocentrism – (excessive belief in the
superiority of own culture)
Competent understanding upon matters of
procedures, restrictions, rules, regulations,
legalities, acts, constitutional, etc.
Wassalamualaikum & Terima kasih