MNG81001 Management Communication: Why Managers Should Prioritize It

This report addresses the critical question of why managers should prioritize effective communication, particularly within the context of ABC Company. It delves into personal and interpersonal communication aspects, emphasizing persuasion and networking. Furthermore, the report examines formal and informal communication channels within the organization, highlighting the importance of downward, upward, and horizontal communication flows. A significant portion of the report focuses on communication related to sustainability activities and achievements, including corporate social responsibility (CSR) initiatives. The report underscores how effective communication of these activities, both internally and externally, can significantly impact the organization's reputation and stakeholder relationships. The document concludes that communication is a powerful tool for connecting organizational operations with societal issues, fostering emotional bonds, and promoting collaborative efforts to address future uncertainties.

Running Head: MANAGEMENT COMMUNICATION
Management communication
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Introduction
From the period of almost 20 years the whole world has actually become aware of the
environment related problem which has been caused by these developing industries.
Suggestively, many of them are now affecting the Earth environment (Finkbeiner et. al.,
2010). As transportation, use of natural resources for production is the base of any
organization; these elements are also the reason for uncertain changes in the global
environment. Due to bad impact of this result many company had faced lot of issues related
to their working operations and in many cases some have to close their operation (Kuhlman
and Farrington, 2010). This happened because Industries are actually the parts of the
community and there every action directly impacts the community and as a result of that
same kind of action will be replied by community to the industry in the form of negative
word of mouth and discards their products.
Aspects of communication that relate to sustainability activities
Communication plays a very significant role in almost every field of our life right from home
to our workplace. It is actually a social process that begins from of childhood to last ride of
the human being. Every organization works on some strategy it can be price rising or sales
rising or keep on innovating existing products. In any strategy formation communication play
a very important role in both external and internal operations. In present time every
organization is well aware of significance of responsibility towards world environment
(Tewari and Dave, 2012). This it has become compulsory for every organization to add social
responsibility in their working operation. In present the community and other social group
are in believe that from years these industries has almost exploited every social aspect of the
community for their personal profit and has formed very negative effect on the whole
community. Hence, it is now their turn to return the favor to the community in the form of
introducing environment cares as significant part of their business. Seeing the impact of the
industries on the situation of the earth environment, all the government had decided to
introduce a law under which all the big industries have to spend some percentage of their
profit for any social cause (Djordjevic and Cotton, 2011). Exploring the requirements of
present business world, the organization has created applications for sustainable acts and so
employees have to express themselves inside their organization. It is also important to
express sustainability plan of the organization on the external platform. As organization is a
combination of two types of customers one is internal customers which comprise of
purchaser, employees, shareholder, supplier and stakeholders and other customer is
community or society in which organization works. Here communication plays the most vital
role in making connection in between organization and internal customer, organization and
external customer and finally internal and external customer related to all the social aspect
(Parguel, Benoît-Moreau and Larceneux, 2011). It has been seen that many marketing team
suggest for some tag line for their products in order to make that tag line act as a brand just
like for McDonald’s I am loving it and for Nike Just do it. Hence by communicating

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sustainability activities of the company can create a great impression on the mind of the
community as well as potential customers.
Achievements in the form of CSR
In current time world is facing lot of problem related to the society, the government of the
world is acting on solving these problems but as the population of the world is so high that in
many cases the government is not able to reach the issue related to the community. In this
way the role of the corporates comes in to play. It is believed that corporates or organization
is not only part of the community but it also act as the face of the society which influences all
the participants related directly or indirectly with the operations of these organizations (Bair
and Palpacuer, 2015). An organization is actually the combination of individual which work
for common goal. It is known that individuals are the part of the community and in this case
if the goal will be related to the improvement of the society may be in the form of product or
service, then every individual will put their best effort for achieve that goal the only thing is
to communicate it in right way. It has been seen that the organization which is working for
the development of the society has no fear related to the law that governs the ethical
practices. The social aspect of the organization is not only helpful in the growth of the
organization but it is very valuable for the organization for creating a unique identity in this
business world (Perez-Batres et. al., 2012). By keeping social aspect as the business purpose,
the organization is able communication with the world to attract the best minds of the world
because all the brilliant mind of the world are in the direction of doing something better for
this world and this case organization goals and objectives of these brilliant minds are the
same. With the help of social aspect goal the organization is able to reduce the employee
turnover ratio of the organization because the employees of this organization is actually are
very proud of their self that their organization is in the purpose of solving social problems
and also are also able to create very respectable image in the eyes of the society in which
they are living. The organization which is in the business of social aspects do not need to
invest more money for marketing as compared to those organization which are not in social
aspect because their actions itself naturally generates marketing free of cost (Pomering and
Dolnicar, 2009). In marketing positive word of mouth is known as fastest and impact able
mode of creating marketing which in this case naturally gets associate with these
organizations.
Sustainability activities of organization within the organization
In present every organization is well aware about sustainability and so they decided that the
organization should start this activity first inside the organization in order to achieve the
external goals. Due to globalization the business market has become any open arena in which
any small or big organization can take part (Carter and Rogers, 2008). Because of this the
competition among the organization has increased and the profit share is being distributed in
to various small segments. In short every organization is looking for only survival, which can

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be possible by connecting business operation with the community. Today organization has
adopted two way communication in which they informs the stakeholder about their activities
and then take feedback from them before starting their operation. One of the best example is
Coca cola company in which they informed their stakeholders about their actions relate to
business operation or it can be said that they have created a transparent environment in which
all the stakeholders are able to know the what company is doing and then they provide the
company necessary feedback which helps in improving the credibility of the organization
(Pagell and Wu, 2009). Organization like Qantas which is in the business of Airlines
transportation of people and material had decided to reduce their carbon emission to very low
level by bringing efficiency in their current operation. This decision taken by their
management was communicated to the stakeholder as well as shareholder and their this
decision was well appreciated by both shareholder as well as stakeholders because they are
aware that one of the biggest reason of global warming is this carbon emission and
organization must work on this. Earlier the organization had suffered a lot in their sales
section due to this high carbon emission in the environment (Jabbour and Santos, 2008).
Organization is now motivating their employees to display their all actions which must
represent the caring attitude towards the society because many times employees are
considered as the replication of behaviour of the organization. Hence, organization now
trains their employees to behave in certain way which will display the attitude of the
particular company in resolving the social issue related to the community in which they are
working (Battilana and Dorado, 2010). As organization believes that it is the society which
can help the organization not only to sustain in this dynamic market but also helps in form a
separate space in this business market place.
Conclusion
It can be said that we as a community are presently facing lot of uncertainty related to the
present as well as for future until we will not change our way by which we will be able to
connect with the surrounding we cannot become successful. For this connection only
communication is one of the powerful tools in the hand of organization which will provide
all the possible aspects to connect organization operation with the society issues. It is only
the communication which is able to connect the emotional bond between the two participants
and will help the organization and the society to join collaborative efforts to fight with future
uncertainty of the society.

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References
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global value chains. Global Networks, 15(1), pp.S1-S19.
Carter, C.R. and Rogers, D.S. (2008) A framework of sustainable supply chain management:
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Djordjevic, A. and Cotton, D.R.E. (2011) Communicating the sustainability message in
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Finkbeiner, M., Schau, E.M., Lehmann, A. and Traverso, M. (2010) Towards life cycle
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Perez-Batres, L. A., Doh, J. P., Miller, V. V. and Pisani, M. J. (2012) Stakeholder pressures
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Battilana, J. and Dorado, S. (2010) Building sustainable hybrid organizations: The case of
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