Managerial Communication: Case Analysis Coursework

‘A Cold Call, a Blog, and a $20 Million Lawsuit’

Communication Problems and Objectives

1. Providing inaccurate and subjective feedback
2. Lack of clear focus in official communication
3. Misuse of informal communication networks
4. Message decoding problems or interpretation problems

Possible solutions

1. Providing accurate feedback: managers ought to transmit their thoughts, opinions and decisions in the most professional and objective manner possible since they are the mouthpiece of the organization, not mentioning the fact that anything they say is construed as the official position (MacCuan, 2008; Bentley, 2004).
2. Use official communication channels: Emails and blog posts are increasingly replacing the traditional techniques of communication, but managers who engage in blogging must do it officially and authentically since the audience view such blogs as representing the official position of the organization (MacCuan, 2008).
3. Validate information before putting it in the public gallery: Hearsays and subjective information are subject to misinterpretation and misrepresentation, which can prove costly in legal suits and loss of business. As such, it should be the function of the manager to validate sources of information before any decisions are made to put the information in the public domain (Bentley, 2004).

Selected Solution

The best solution for the case is for the management to provide accurate feedback, which must be positive and specific to curtail any chances of misinterpretations or spoiling the reputation of other organizations (Bentley, 2004). Through accurate feedback, Leslie Richard could have found better ways to deal with the issue she had with Vision Media instead of blowing everything out of proportion as a direct result of relying on subjective information and failing to validate the sources of information (MacCaun, 2008). It is prudent for Leslie to set up a communications department to deal with such issues.

Communication Skills reflected in the Case

1. Ability to be concise and clear in communication: This is one communication skill that Leslie lacked in communicating about the affairs of Vision Media in her blog. According to Austin & Pinkleton (2006), managerial communication should be concise, clear, and to the point to enhance the uptake of the message by the audience while curtailing misinterpretations of facts.
2. Capacity to convey thoughts and opinions in a focused manner: Information should always be focused and based on concrete evidence (Austin & Pinkleton, 2006). This was not the case with the CEO of OKO Box
3. Taking full accountability for one’s messages: managers the world over must take full responsibility for the messages presented to the audience, and that is why it is absolutely necessary to remain objective (Bentley, 2004). According to the case, Leslie was taken to court by Vision Media due to the messages appearing on her blog. It is imperative to note that taking responsibility may sometimes become too costly for the organization as demonstrated by the case
4. Preparing to listen: listening is an effective communication skill as it gives the manager an opportunity to learn and critically evaluate the other side of the story (Bentley, 2004). Leslie failed to listen to the objections of Vision Media regarding her blog posts, necessitating the company to file a legal suit against the CEO.

In applying the above stated communication skills to my own personal managerial capabilities, it is worth noting that I have learnt the value of communicating in a clear and concise manner, not to mention the fact that it always pays to convey one’s thoughts and opinions in a clear and focused manner. Listening to the various viewpoints and opinions presented by outside audiences not only makes me more focused, but also ensures that I remain as objective as possible when dealing with issues that are likely to influence others. In all my communication endeavors, I have always recognized the fact that I have to take full responsibility for my actions, and hence I am always careful to exercise restraint and validate my sources of information.

Analysis of Concepts

1. Core Values: core values are the beliefs, perceptions, and objectives set by the organization, and which the management and employees constantly refer to move the organization’s agenda forward (Austin & Pinkleton, 2006). Leslie’s OKO Box appears to have valued honesty and integrity as core values, and the CEO should have paid closer attention to these two values in her communication with friends and partners regarding Vision Media
2. Communication is invention: communication is in a constant state of invention, and as such, one’s intention in communicating may be interpreted differently by the audiences depending on societal demands (Bentley, 2004). Leslie should have followed official communication channels to avoid falling into this trap.
3. Leadership Job: it is a well known fact that various values and roles are in constant competition and conflict (Bentley, 2004). It should have been the function of the CEO to objectively define the competing values between her company and Vision Media before deciding to go public about her accusations.
4. Psychological and Physical barriers to communication: physical barriers include being located in different buildings, using poor or outdated equipment, and lack of technological absorption, while psychological barriers include people’s state of mind and personal problems (Barriers, 2009). Communication would have very much improved between OKO Box and Vision Media if Lesley did away with the fixated opinion that Vision Media was engaged in corrupt activities.
5. Importance of feedback: Feedback not only makes communication consequential and meaningful, but it also makes the process to be continuous (Bell & Smith, 1999). There would have been no problem if Leslie, the CEO of OKO Box, cared to channel her feedback to Vision Media after getting the information that the latter could have been engaged in corrupt dealings.

Conclusion

Leslie Richard, the CEO of Oko Box, relied on misinterpretations and unauthenticated information to attack Vision Media on her blogs, leading to a legal suit that could have been devastating to Oko Box. The misconceptions had already made Vision Media to shoulder considerable losses in lost business (MacCaun, 2008). This case demonstrates the importance of using accurate feedback and remaining clear and focused in communication between two organizations. It also reveals how misuse of informal communication networks such as blog spots could turn disastrous to a company.

‘Turning Business Principle into Ethical Behavior at Total’

Communication problems

1. Dealing with an audience from different geographical and cultural backgrounds
2. Message overload
3. Large audience to cover
4. standardization of output indicators

Potential Solutions

1. Aggregate audience according to culture and location. Studies have revealed that communication carried out in a small homogeneous group often succeed than when communication is done in large groups (Bentley, 2004)
2. Develop unique standards for measuring output : To be effective in communication, standards for measuring the uptake of the code of conduct must be evaluated according to the makeup of employees
3. Develop measures to curtail information overload. According to the case, the employees are so often bombarded by loads of information contained in the numerous codes of conducts developed over time. This needs to be streamlined to facilitate uptake (Austin & Pinkleton, 2006).

Selected Solution

Total S.A. should engage in clustering employees according to different cultural orientations and geographical backgrounds if the organization has to make an impact in instilling a unified code of conduct in the minds of numerous employees located in nearly all parts of the world. This can be done by forming regional caucuses that will then be used to pass on the message or information to members within the regions rather than depending on a central unit to implement the code of conduct.

Communication Skills

1. Reflecting on what other people have to say: This is important as it encourage effective blending of different perceptions, worldviews, and cultural backgrounds as is the case in Total S.A.
2. Adapting to divergence of opinions: this is related to the above, and functions to harmonize working and communication relationship in a multicultural setup
3. Sharing one’s feelings: It should be the function of managers to share in the feelings projected by the employees and attempt to offer solutions in areas where there may exist conflict of opinions (Austin & Pinkleton, 2006).

The three communication skills are fundamentally important especially when the management is trying to implement a new program or strategy in the organization as is revealed in this case. Personally, I have well developed reflective capabilities, and always listen to different opinions fronted by people before deciding my next course of action. I am also good at sharing experiences with others, knowing too well that this is one of the communication strategies that a manager can use to win conformity and respect from employees (Austin & Pinkleton, 2006).

Analysis of Concepts

1. Core Values: The management withheld the core values of Total S.A. through developing strategies for effective uptake and internalization of the code of conduct among the employees. Here, it can be argued that the management did well to lay the groundwork for effective communication
2. Communication is invention: Here, the management and the other groups involved in the implementation of the code of conduct for Total S.A. should have invented much more appealing ways to communicate the strategy to employees without seemingly alienating them. Inventive communication strategies should have been used to curtail resistance (Lanaud & Gateau, 2006).
3. Leadership Job: There are those employees who felt that the code of conduct was infringing on their rights and freedom. It was the function of management to intervene and address the situation by assuring the employees that the code of conduct was for the benefit of the organization as well as their own. This was taken care of through the establishment of a complaint’s department
4. Physical and psychological barriers of communication: The physical barriers were effectively taken care of through the use of technological advances such as the internet to reach employees. Psychological barriers such as the state of mind of the employees regarding the code of conduct should have been solved by engaging local representatives who are closer to employees (Barriers, 2009)
5. Importance of feedback: Total S.A. recognized the importance of feedback by establishing the complaints department, where employees dissatisfied with the code of conduct could seek redress from the management.

Conclusion

The article is clear on how the code of ethics should be instilled in the thought systems and everyday activities of employees in an attempt to create an ethical culture that projects the company in a positive way to the mainstream society (Lanaud & Gateau, 2005). It is the function of the management to raise awareness about the code of ethics among employees and ensure the code is being applied correctly to attain the desired effect. It is strongly recommended that the management continue to reflect on what employees have to say concerning the code of conduct, not mentioning the fact that management have to be strong in adapting to different opinions and perceptions considering the fact that the code of conduct is being internalized in employees from diverse geographical and cultural backgrounds.

References

Austin, E.W., & Pinkleton, B.E. (2006). Strategic public relations management: Planning and managing effective communication programs. New Jersey: Lawrence Erlbaum Associates, Inc., Publishers

Barriers to effective communication. (2009). Web.

Bell, A.H., & Smith, D.M. (1999). Management communication. Hoboken: Wiley

Bentley, J.P. (2004). Business Communication: An Overview. Pharmaceutical Representative. Web.

Lanaud, R., & Gateau, P. (2005). Turning business principle into ethical behavior at Total S.A. The Business Communicator 6(4): 10

MacCuan, J. (2008). A Cold call, a blog, and a $20 million lawsuit. Inc. 30(11): 27