Organisational Communication Report: Accenture Case Study

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Report On Organisational Communication on Accenture
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Table of Contents
Literature review..............................................................................................................................3
Analysis and discussion of both questions......................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Literature review
Analyse principles of diverse forms of organisational communication
As mentioned by Lammers (2011), the organisational communication refers to communication
performed in between the individuals related within the organisation. This can be done by
delivering and receiving the messages and information among these individuals, often for
integrating them to serve a particular task. This is done to achieve a common target by the
internal members. Lauring (2011) commented that the communication is largely dependent upon
the organisation culture. Besides, this is based on the background of the organisation. This helps
in managing and maintaining a coordinated activity inside the organisation. Downs et al. (2012)
mentioned that the communication is the method or way to control the internal and external
functions of the organisation. Thus, it can be stated that the organisational communication is the
forms channels, by which the communication is performed within an organisation. Conrad et al.
(2012) commented that this organisational communication could be further categorized as per the
forms and the purpose of uses in the following ways. Broadly, the organisational is classified in
three types:
According to organisational structure
Formal communication
The purpose of performing this type of communication within an organisation is to maintain a
corporate standard communication within the organisation. As mentioned by Christensen et al.
(2013), this is mainly performed among formal organisation, and it is performed by some formal
channels recognized by the office. The meetings, conferences, telephone calls, interview, etc are
performed as a formal communication.
Informal communication
This type of communication is performed, based on the relationships of the different stakeholders
of the organisation. As opined by Putnam et al. (2013), the purpose of this communication is to
maintain a healthy relationship among them, when it becomes complicated to collect information
in a formal way.

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According to direction
This communication is divided in three types,
Downward communication
As mentioned by Shockley-Zalabak (2014), that the purpose of this communication is to transfer
information from the superiors to the subordinates. This is performed by the executives, presents
within the organisation to achieve a target. To meet the help of the subordinates that are required
are taken by performing this type of communication.
Upward communication
As mentioned by Gargiulo (2014), this type of communication is required whenever the
employees working within the organisation need to communicate with their superiors. This
includes the suggestion of the employees for a task, or to delivering the updates for the task.
Horizontal communication
This type of communication is mainly performed among the colleagues, who are involved in a
common task. Karanges et al. (2015) commented on the use of this type of communication to
share the knowledge and information related to the task provided to each of them.
According to expression
According to the way it is performed, it is again divided in two types:
Oral
As mentioned by van Osch et al. (2015), this type of communication is mainly performed among
two or more than two individuals. In this case, the information and knowledge are shared
between the two different bodies. However, to perform that, mechanical devices can be used, as
well as performing face-to-face conversation. This can be referred as a direct form of
communication.
Written

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As mentioned by Berkenkotter et al. (2016), the purpose of this communication is to include
more parties or stakeholders for sharing common information. The technologies are used in this
case, for example, email, text messages, electronic messages, web conferences, etc.
Effective communication enhances practice
As opined by Raina et al. (2016), the effective communication is very much important for
managing different tasks within an organisation. It serves several benefits to the organisation. It
has been proven that the effective communication enhances the performance level within the
organisation. It helps in managing the teamwork within the organisation It has been found that
the effective communication is helpful for building of a strong relationship among the
employees. The teamwork can be managed effectively by this way while in other words, the
communication is essential to make the target clear to the employees, so that it can be achieved
easily. Besides, the communication is useful for innovation within the organisation. Thus, it can
be proven that the effective communication helps in managing different tasks for the
organisation, which is reflected on their improved performance level.
Communication practices of your organisation and other team members
As mentioned by Vanhala et al. (2016), the communication performed within an organisation
helps in managing the different tasks of the organisation. In the Accenture, it has been found that
the communication performed within the organisation is found in different steps. The
organisation practices effective communication, which is reflected on their enhanced
performance level. Chaudhri (2016) mentioned that the communication within the organisation is
performed for different purposes. The organisational communication is based on their
organisational structure, which mainly includes the formal level of communication. In this case,
the recognized channels of the office are used to perform communication within the organisation.
The organisation performs frequent meetings, conferences, and board meetings, which improve
the performance level and the coordination among different disciplines, are served by this way.
In addition, this can be used for managing the customers and improving their satisfaction with
the organisation. Jiang et al. (2017) mentioned that the use of informal communication is very
less.

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Chaudhri (2016) commented that communication found in Accenture is also found in multiple
directions. All the communications, such as horizontal, upwards and downward communications
are performed in this organisation. As mentioned by Rahim (2017), the organisation performs
downward communication, by which the supervisors or superior bodies are communicating with
the subordinates. This mode of communication is performed to integrating the employees for a
task or assigning for a project. In other words, the orders are given to the employees by this
communication. Other communications are also performed in the organisation, such as upwards
and horizontal. By the horizontal communication, the employees are communicating with
themselves and this helps them in managing the project well. Alternatively, the updates are also
set to the superior bodies by the upward communication (Vanhala et al. 2016). This also includes
the grievances of the employees, which must be known to the executives or superiors. This helps
in the management of the team and employees properly within the organisation. However, all of
these are performed by both oral and written communication processes.
Analysis and discussion of both questions
1. Measures to recommend colleagues and subordinates to take
As mentioned by Vanhala et al. (2016), the communication in between the
subordinates and colleagues are the most important thing within a
workplace. It helps in making the target clear to the employees, so that they
can focus on their target. Besides, it will also help in managing the team. The
communication performed by colleagues can be done by horizontal
communication, by which the brainstorming and innovation is performed.
This is also helps n improving the teamwork. Karanges et al. (2015) commented
on the use of performing the open meeting among the team members. It is
an easier way to gather the information reading the team. Besides, the pros
and cons of different employees are also done by this way. In addition, the
role of communication technologies is important in this case. The emails,
text or electronic messages, telephone calls, etc are playing important role in
this case. Christensen et al. (2013) mentioned that these are the most effective
and convenient ways, as in these cases, the responses are quick and

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effective. In addition, the information required to deliver can be done
effectively by this way. The creation of the receptive atmosphere should be
done, so that the employees can easily share their views and brainstorming
can be done.
In contrast, Lauring (2011) mentioned that the communication could be
improved within the organisation among the subordinates and colleagues by
implementing a training session for them employees, so that the training will
help them to communicate easily and make the environment comfortable.
Besides, seriousness should be displayed to the employees, so that they can
take the service effectively. Shockley-Zalabak (2014) mentioned that the
environment of the organisation should be in such a way, that the
environment is comfortable to them. This will help them in sharing their
views to others, and participating in different tasks, without any hesitation.
Besides, the seriousness should also be there, so that the task can be done
properly. In addition, Downs et al. (2012) recommend that the views of the
employees and subordinates should be taken, that means there must be an
effective upward communication. This will help in collecting their ideas and
by this way; the most-suitable idea can be collected. In addition, the
performing of an easy communication medium should be implemented, such
as using visuals, presentation and others. The performing of easy and
effective body language should be performed, so that it would be easy for
individual to understand. The voice used to communicate with the
employees should be in a friendlier way, so that the members feel
comfortable inside the organisation.
Kind of barriers in communication and strategy to overcome it
As mentioned by Putnam et al. (2013), the effective communication is very much important for
an organisation. However, performing an effective communication within the organisation is not
an easy task, as here are many barriers in practicing the communication within an organisation.
Often these barriers are leading to the development of misunderstanding in between the
colleagues and teammates. This makes an impact on the overall performance of the organisation

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also. In this case, the principle barrier observed within the organisation is the language barrier,
which is making the task most complicated. Gargiulo (2014) argued that it is not found in an
organisation, as the organisation often recruits the employees, having a common origin. On the
other hand, this kind of barrier is observed when there is an impact of globalization, where
employees from different origin are recruited within the organisation. In this case, the cross-
cultural barriers are also observed. There are also barrier in communication in sharing the ideas
and knowledge, which is also resulted from this impacts of globalization. Often, the physical and
emotional barriers are also observed within the organisation, which restricts in performing
communication ad sharing the views. Thus, the taboos are also making limitation in performing
communication within an organisation.
However, all of these barriers of communication can be overcome in implementing some
strategies. As mentioned by Raina et al. (2016), these strategies will not only help in eliminating
the limitations but the performance can be improved by this way. The language barrier can be
overcome by performing a training session for the employees, where the employees, mainly the
newly appointed will learn to communicate in the language. However, the use of technologies,
such as email, messages and others will omit the face-to-face conversation, which is a way to
overcome the issues. As mentioned by Chaudhri (2016), the most-effective way to overcome the
issue is using the training session. It has also been found that the people often feel hesitated to
communicate with others, which can be easily overcome by providing a comfortable
environment to them. In this case, the major role is performed by the human resource
management team, whose task is to resolve the issues from the organisation and to provide a
healthy working environment to the employees. For this case, the HR members can perform
communication so that the issue can be identified. Thus, a counselling session can be introduced
in the organisation, so that taboos hidden within the employee can be cured.
Conclusion
In the above study, a clear overview is made on the organisational communication. In the
literature review, different types of organisational communications are identified and the
purposes of practicing these communications within an organisation are identified. Later, how
the effective communication can improve the level of performance is evaluated, along with types
of communication method performed within Accenture. Next, the preferred communication for

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the organisation is identified and how this can be implemented is discussed within the study.
Finally, the barriers of the organisational communication are identified, and how these can be
overcome is discussed. The strategies that can be used for this purpose are described in this
context.

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References
Berkenkotter, C. and Huckin, T.N., 2016. Genre knowledge in disciplinary communication:
Cognition/culture/power. Routledge.
Chaudhri, V., 2016. Corporate social responsibility and the communication imperative:
Perspectives from CSR managers. International Journal of Business Communication, 53(4),
pp.419-442.
Christensen, L.T. and Cornelissen, J., 2013. Bridging corporate and organisational
communication: Review, development and a look to the future. In Organisationskommunikation
und Public Relations (pp. 43-72). Springer VS, Wiesbaden.
Conrad, C. and Poole, M.S., 2012. Strategic organisational communication: In a global
economy. John Wiley & Sons.
Downs, C.W. and Adrian, A.D., 2012. Assessing organisational communication: Strategic
communication audits. Guilford Press.
Gargiulo, T.L., 2014. The strategic use of stories in organisational communication and learning.
Routledge.
Jiang, H. and Men, R.L., 2017. Creating an engaged workforce: The impact of authentic
leadership, transparent organisational communication, and work-life enrichment. Communication
research, 44(2), pp.225-243.
Karanges, E., Johnston, K., Beatson, A. and Lings, I., 2015. The influence of internal
communication on employee engagement: A pilot study. Public Relations Review, 41(1), pp.129-
131.
Lammers, J.C., 2011. How institutions communicate: Institutional messages, institutional logics,
and organisational communication. Management Communication Quarterly, 25(1), pp.154-182.
Lauring, J., 2011. Intercultural organisational communication: The social organizing of
interaction in international encounters. The Journal of Business Communication (1973), 48(3),
pp.231-255.

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Putnam, L.L. and Mumby, D.K. eds., 2013. The SAGE handbook of organisational
communication: Advances in theory, research, and methods. Sage Publications.
Rahim, M.A., 2017. Managing conflict in organisations. Routledge.
Raina, R. and Roebuck, D.B., 2016. Exploring cultural influence on managerial communication
in relationship to job satisfaction, organisational commitment, and the employees’ propensity to
leave in the insurance sector of India. International Journal of Business Communication, 53(1),
pp.97-130.
Shockley-Zalabak, P., 2014. Fundamentals of organisational communication. Upper Saddle
River, NJ: Pearson.
van Osch, W., Steinfield, C.W. and Balogh, B.A., 2015, January. Enterprise social media:
Challenges and opportunities for organisational communication and collaboration. In 2015 48th
Hawaii International Conference on System Sciences (pp. 763-772). IEEE.
Vanhala, M. and Ritala, P., 2016. HRM practices, impersonal trust and organisational
innovativeness. Journal of Managerial Psychology, 31(1), pp.95-109.