WASHINGTON, March 22, 2017 /PRNewswire/ -- Evolving communication technology, the increased volume of information needed by businesses, and the intensified competitive environment have made internal company communication critical to business success, according to The Murphy Group USA.
Seventy-three percent of midsize organizational leaders lacked formal initiatives for assessing the effectiveness of their communication channels. The qualitative case study explored law firms that were well managed and respected by industry peers, but their ineffective communication channels negatively influence the flow of information within the organization and negatively affect employee performance and organizational effectiveness.
In the study, Internal Strategies for Assessing Organizational Communication Channel Effectiveness participants preferred that senior partners establish formal assessment strategies for internal communications channels to improve efficiency and dissemination of internal corporate information. The research was validated by the data triangulation method, wherein interviews, documentations, and analysis contributed to the findings. The study also found that 22% of participants discussed the need for efficiency and timely internal communication assessments.
The four-year study was conducted by the leading expert in communication channel effectiveness, Dr. Melvin E. Murphy, Business Research Scientist and Professor of Business and Marketing at Northern Virginia Community College. Dr. Murphy stated that "communication managers must think beyond the normal rationale of content development to how content is efficiently transmitted organization-wide. The role of a selected communication channel makes an effective and efficient message."
The study found that participants favored management having formal assessments of the company's communication channels to improve message content and internal information dissemination in a timely and efficient manner. Additionally, the study found that firms that have informal or indirect communication assessment strategies have low morale and employee performance because participants stated they do not feel a part of the organization when they do not know what is going on within the organization.
Law firm partners and communication professionals who are interested in improving the effectiveness of their company's internal communication channels might find this study helpful in developing internal communication strategies and policies.
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SOURCE The Murphy Group USA