Using Business Communication Theories to Implement a Uniform Dress Code Policy

This article discusses the use of various business communication theories to implement a uniform dress code policy in an organization. The author suggests using information, critical, post-positive, cultivation analysis, cultural approach to organizations, and communication accommodation theories to persuade employees to accept and adhere to the new policy. Other theories such as dramatism, expectancy violations, face-negotiations, groupthink, uncertainty reduction, and social penetration theories are also discussed.

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BUSINESS COMMUNICATION
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Business Communication
The success of organizations depends largely on the ability of their managers to
communicate difficult information on many different levels. Senior managers of organizations
have the responsibility to pass such information to staff that is serving the company under them
or report to their respective board members or directors (Troester & Mester 2007). As a manager
at a local business advertising that has recently experienced a change in its senior management, I
concur that managers have the duty manage a lot of information in the most professional manner
for their organizations to be productive. Currently, the new management wants me to use a top-
down hierarchal decision-making process to implement a policy on the uniform dress code at all
levels of the organization. As such, it is my responsibility to ensure all members of staff wear
company logo shirts whenever they are on the company’s premises. The employees have heard
about this plan and are already opposed to it. However, they have not formally made their views
known to the senior leadership. The senior managers already know of the employees’ position,
but they are not willing to overrun the decision. As such, I have to take some specific action to
ensure the company’s new policy on uniforms is implemented. I have, for that reason, decided to
use a combination of communication hypothesizes including information, critical, and
communication accommodation theories to persuade all the staff members to accept and adhere
to the new policy.
For the employees to adhere to the new policy, the management needs to ensure
information flows with almost no mistakes in line with the provisions of information theory.
According to the theory, if the information is fixed in a way in which it can be altered, recipients
are at risk of receiving the wrong or inaccurate information (Deloumeaux & Gorzalka 2012). Our
company failed to put in place measures to guarantee accuracy and reliability since the
employees got news of the intended change of policy before their line-manager who was
required to communicate the information to them had taken the action. If I were in charge of the
process, therefore, I would ask the senior management to give me the information and hold me
accountable for the final communication to avoid the leakages.
Since the first theory may not offer the required solution on its own, I would consider
using critical theory to persuade them to believe that the organization considers their views as
valid and is concerned about them. The theory suggests that conflict is part of all organizations
as departments consistently compete for resources and employees always resist change (DeVito

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2012). So employees can only be effective if their leaders motivate them to achieve their set
targets. As such, I would take on the duty of explaining the benefits of the policy to the company
and the members of staff without castigating those who need to be heard on this matter to resolve
the conflict and encourage them to focus on achieving the organization’s goal, which would
consequently turn benefit them.
Some theories such as the critical model consider conflict as the natural state of
organizations, but for organizations to succeed, they should borrow useful information from
post-positive theory as well. This theory assumes that order is the natural state of organizations. I
would rely on it so as to be able to treat the misunderstanding as an unacceptable occurrence and
move fast to resolve it (Cornelissen 2017; Mile & Miller 2007). However, when using this
theory, I would not take away the right of the aggrieved members to express contrary opinions so
as embrace the critical theory as well. As such, I would design messages that focus on
encouraging the staff to be free to express their views but obey rules such as the uniform policy.
The company also needs to embrace the principles of convergence and divergence in
communication so I would use communication accommodation theory as well. The theory
suggests that individuals from strong ethnic backgrounds always use divergence to make their
perceived strong identity in a group easily noticed (Cobley & Schulz 2013; Spencer-Oatey
2008). On the other hand, less privileged people prefer convergence as they are often in dire need
of social acceptance. Since the members of staff are only expressing their concerns informally,
they are most likely seeking social acceptance and fear victimization. As such I would not ignore
their views based on the notion that none of them have approached the company formally. Their
means of communication is unique, but the views may need to be addressed thoroughly to do
away with resentment. I would, therefore, rely on this theory to addresses all concerns that have
come to my attention and guarantee them the organization’s resolve to take care of employee
welfare.
The organization’s members of staff may need to get information frequently from
mediating sources so I would also consider using the theory of cultivation analysis. In the current
world, most people rely on television for information yet it is not a direct source. Mediating
sources are effective at creating the sense of reality (Netzley 2007; Duck 2007). I would ensure
the organizations rely on technology to provide such a system for accessing credible information
pertaining to the new policy so as to grant them a sense of reality. However, given that these

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communication mediums can have some adverse effects such as excessive interaction, which
may in the long run cause more conflicts, I would ensure its usage is limited. Ultimately, the
members of staff would feel all of them have the same information from a credible source and
likely feel the importance of adhering to the policy.
Culture influences the effectiveness of communication in organizations so I would also
consider using the cultural approach to organizations theory. The theory supposes that human
beings resemble animals, but are social creatures. For the implementation of the new policy to be
successful, therefore, the members of staff likely want to see the organization treating them as
social beings (Griffin et al. 2015; Kehoe & Godden 2001). People are pleased when they are
consulted and asked to state their views. Besides, they want to feel they are listened to. The
opposition to the organization's policy may have nothing to do with its policy. When the innate
need to respect is satisfied, they may easily give in to the proposal so the theory may come in
handy in solving the conflict. Besides, the theory states that every organization has unique
symbols, rituals, and stories, and all of them represent their culture (Kim 2002; Neuliep, 2009). I
would ensure the company’s symbols, rituals, and stories are fine-tuned to reinforce the need to
respect the law. These elements would influence the perspective of all workers in the company.
Therefore, the cultural approach to organizations theory would help engage the employees in
culturally sensitive ways and make them feel listened to and respected.
The adverting company would also benefit when the staff develops a sense of identity
among them, which it can achieve by developing the dramatism theory. This theory views
communication, according to Griffin, Ledbetter, and Sparks (2015) in the same way as it does
drama. In each of these cases, an actor is required. For a meaningful communication to exist
between the company and the employees, therefore, there must be a successful rhetorical critic. It
is, therefore, essential for the two parties to be actively involved in the discourse to enable the
company to address the needs at hand and resolve the conflict. Eventually, the process would end
with everyone feeling to be part of the team.
Another useful business communication theory that I would use is the expectancy
violations to help the organization to develop effective nonverbal messages. Without a proper
understanding of the benefits and demerits of this type of communication, the company may fail
to address the real needs. According to Guerrero, DeVito, and Hecht (1999), whenever one party
to a communication violates the norms of communication, only the analysis of the situation can

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reveal whether the other person has taken the action favorably or not. The image that the
recipient has been formed about the violator may influence the direction of communication.
Since in most case employees have no problem putting on uniforms at the workplace, the
opposition may be an indicator that one party, possibly the members of staff, have noted some
violations of the rules and formed an unfavorable image or idea in their minds. As such, I would
do a detailed analysis to find out the possible violation and its possible impact and address the
problems it has caused to encourage the employees to accept the new requirements.
An additional possible useful option is using the face-negotiation theory to know whether
to face the employees or engage another person to resolve the problem. According to this
business communication theory, managers of organizations can face conflict at a collective or
individual level (Littlejohn & Foss 2011; Mile & Miller 2007). Besides, it adds that people of
various cultures face conflict in different ways so managers should use the best relevant
strategies when dealing with conflict. I would, therefore, evaluate the local and organizational
culture and based on the finding choose to negotiate the conflict through self-face or other-face
so as to communicate effectively.
For the company to make a policy that has long-lasting effects, I would also consider the
groupthink theory as it encourages teamwork. When in groups, Colquitt, LePine, and Wesson
(2011) provides, people often avoid sharing unfamiliar ideas. They want to be seen to be
friendly. This condition often results in organizations relying on only one person to think and
make decisions on behalf of the rest of the team. The work of other team members is to rubber-
stamp the decisions, which leaves organization inefficient as they employ many decision makers
who are not able to do their work (Harris & Sherblom 2005). The media company might be
suffering from the same problem as no one has registered an official complaint. The senior
management also has done little to address the perceived opposition. If I had the opportunity, I
would encourage all managers and the other members of staff to be involved in the discussions
and give their honest opinions.
Uncertainty reduction could also come in handy as the staff may be considering the new
management team as strangers whose intentions are unclear. The theory provides that whenever
strangers meet or start to work together, their first agenda is to try to remove the uncertainties in
their relationships (Kehoe & Godden 2001; Duck, 2007). The individuals express the level of the
uncertainty in their behaviors. From their reactions, it is always evident they are not clear how to

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behave in front people, and this can have adverse effects on their relations with other people
within the environment. The best way to reduce the uncertainties is communicating with each
other. I would, therefore, encourage and organize meetings between the new management team
and the employees to eliminate or reduce the uncertainties to help to convince the employees to
appreciate the essential contribution of the new rules.
Additionally, I would use the social penetration theory to develop close relationships
between the two parties. This theory suggests that relations develop in unpredictable ways, and
self-disclosure is the primary way strangers can overcome their fears and foster close, quality
relations. Self-closure is threatening to most people as they consider some individuals can use
the information to their disadvantage (DeVito 2012; Kim 2002). However, studies have shown
this fear if often none founded, and that the more personal information two people disclose to
each other, the stronger their relationship is. As I promote effective communication between the
employees and employer, I would also require that each of the parties disclose as much personal
information regarding them as much as it is practically possible.
Effective communication, therefore, encompasses many factors and is the cornerstone of
organizational success. The advertising company is facing a crisis that can lead to its downfall.
As a manager in the organization who has been asked to ensure the new uniform policy is
successfully implemented, I have to take responsibility and rescue the company. The best
approach is to use several business communication theories to be able to identify as many causes
of the problem as possible and resolve them in the right way. I would use information, critical,
post-positive, cultivation analysis, cultural approach to organizations, and communication
accommodation theories to persuade all the staff members to accept and adhere to the new
policy. Other options that I would use are dramatism, expectancy violations, face-negotiations,
groupthink, uncertainty reduction, and social penetration theories. These theories address a wide
range of issues that commonly affect business communication, and by using them in creative
ways, I would be able to negotiate the conflict and convince our company’s workers to adhere to
the policy.

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List of References
Cobley, P, & Schulz, P J, 2013, Theories and models of communication, De Gruyter Mouton,
Berlin
Colquitt, J, LePine, J A, & Wesson, M J, 2011, Organizational behavior: improving
performance and commitment in the workplace, McGraw-Hill Irwin, New York
Cornelissen, J, 2017, Corporate communication: a guide to theory and practice, SAGE
Publications, Thousand Oaks, CA.
Deloumeaux, P, & Gorzalka, J, 2012, Information theory: new research, Nova Science, New
York
DeVito, J, A 2012, Human communication: the basic course. Allyn & Bacon, Boston
Duck, S 2007, Human relationships, SAGE, London
Griffin, E A, Ledbetter, A, & Sparks, G G, 2015, A first look at communication theory. McGraw-
Hill Education, New York
Guerrero, L K, DeVito, J A, & Hecht, M. L, 1999, The nonverbal communication reader: classic
and contemporary readings, Waveland Press, Prospect Heights, IL
Harris, TE, & Sherblom, J, 2005, Small group and team communication, Pearson/Allyn and
Bacon, Boston
Kehoe, D, & Godden, S, 2001, You lead, they’ll follow, Bentley Kehoe Consulting Group, Perth,
W.A.
Kim, M, 2002, Non-western perspectives on human communication: implications for theory and
practice, Sage Publications, Thousand Oaks, CA.
Littlejohn, S. W, & Foss, K, 2011, Theories of human communication, Waveland Press, Long
Grove, IL.
Mile, K, & Miller, K, 2007, Chuan bo xue li lun: shi jiao,Guo cheng yu yu jing, Communication
theories. Bei jing da xue chu ban she, Beijing
Miller, K, 2007, Communication theories: perspectives, processes, and contexts, Peking
University Press, Beijing
Netzley, S, B, 2007, Television and gay marriage: a cultivation analysis.
Neuliep, J W, 2009, Intercultural communication: a contextual approach, Sage, Los Angeles
Spencer-Oatey, H, 2008, Culturally speaking: culture, communication and politeness theory,
Continuum, London

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Troester, R, & Mester, C S, 2007, Civility in business and professional communication, Peter
Lang, New York