Organizational Communication

Lynette F. Clower

Department of Mass Communication

University of Central Oklahoma

December 1, 2008

Organizational Communication at the
University of Central Oklahoma

Analyzing the I mage and I dentity of
Healthy Campus

An organization is commonly defined as:
An administrative and functional structure
(as a business or a political party)


With these two definitions in mind,
Organizational Communication could be defined as:
A process by which information is exchanged between individuals belonging to
an organization through a common system of symbols, signs, or behavior.
What is Organizational Communication?

During the transformational process of acquiring an Organizational Communication
degree, many have asked, What is Organizational Communication?

Communication is defined as:
A process by which information is exchanged
between individuals through a common system
of symbols, signs, or behavior.

Organizational Communication
encompasses core communication
dimensions of
Interpersonal,
Nonverbal,
Intercultural,
Small Group,
Health,
Crisis,
Gender.
which are then applied in an
organizational setting.

Organizational Communication:
Organizational Communication is more than just the
simple flow of information within an organization.
Org Com is a Social Science:
Like other social sciences such as

Anthropology,

Sociology,

And Psychology,

Organizational communication scholars
utilize empirical methods to study
human behavior-specifically the
communicative aspects of human
interactions in an organizational setting.
Careers with Organizational Communication:

Some careers a degree in Organizational
Communication prepares graduates for are:

sales representative
public speaking
community relations
labor relations
human resource
communication training
organizational analysis
conflict management
training and development
executive management

human relations
critical thinking
problem solving
oral presentation
written communication
understanding the communicative
structure of an organization
Org Com scholars are skilled in:
Organizational Communication at the
University of Central Oklahoma:

The University of Central Oklahomas Organizational
Communication scholars are experienced in analyzing the
communication process of an organization as described by the
Competing Values Framework of Belasen (2008).

Through the CVF, Org Com scholars are capable of identifying
barriers to effective communication within organizations then
making applicable recommendations to improve communication
based on their analyses.
Each mancould feel only the part of the
elephant in their proximity - the trunk, tail, or belly
- yet none possessed the full pachydermal
perspective lessence de lelephant.
(2008, Xxii)

Belasen (2008) explains organizations by referring to the fable of
the three blind men and the elephant.
The basic design of the CVF:




Human Relations Open Systems Model
Culture, Shared Beliefs, Flexibility, Branding, Expansion,
Morale, Cohesion Adaptation, Readiness
Human Resource Management Reputation Management

Internal Process Rational Goal
Stability, Compliance, Control, Profitability, Productivity, Planning,
Uniformity, Formal Comm. Goal Strategy, Top Down
Information Management Performance Management


In addition, the CVF acknowledges the Internal and External divide of an organization.

Internal External
Focus on well being Focus on well being
and development of and development of
people in the organization the organization
The CVF explains the dynamic nature of an organization by displaying the
correspondence between the interdependent parts of the elephant.
(Belasen, 2008, Xxii).
Flexibility
Internal
Consistency
Stability
External
Adaptation
Perform
Reform Transform
Innovation
Open Systems
CVFCC
Conform
Human Relations
Process Management
Internal Process
Market Leadership
Rational Goal
Open Systems Relational
Promotional Hierarchical
Innovator
Producer
Broker
Mentor
Facilitator
Monitor
Coordinator

Director
T E A M W ORK
P E R F O R M A N C E
C H A N G E
C O N T R O L
Decentralized
Centralized
I
M
A
G
E
I
D
E
N
T
I
T
Y
Dimensions and Roles:
CVF also addresses the Dimensions and Roles members of an organization fall into.
These roles are highlighted red within the center of the CVF model shown below.
Organizational Communication:



Through the CVF, Org Com acknowledges that corporate communication goes
beyond simply training managers to have good interpersonal skills, but also
envelops the communication needs and challenges of the organization as a whole.
Organizational Communication is:
A dynamic area of expertise which encompasses the
foundations of communication theories, policy and
practice, and human understanding.
Research Project:

Applying
Organizational Skills



To demonstrate an Organizational Communication scholars competency in
examining the complex communicative behaviors which occur in a corporate setting,
I will apply the competing values framework to the Healthy Campus initiative at the
University of Central Oklahoma.
Applying Organizational Skills
Methods
In order to analyze the
communication aspects of Healthy
Campus, I created interview
guides and surveys for students,
staff, and committee chairs. I also
compiled information through
participant observation and
researched the organizations
promotional material.
Participants
I utilized participants by:
Conducting student focus groups and
walk-up interviews performed around campus.
Performing staff interviews consisting of
personnel who allowed me to walk-in
during their business hours and interview them.
Attending appointments where I individually
interviewed each of the workgroup chair
members in their office for a taped session.
I nstruments
Department Questionnaire
Designed to explore the chair members perceived image and identity concerning his/her group.

External Image/I nternal Identity
Designed to insure the chair members perception of image and identity matched mine.

Transformative Learning
Designed to insure the chair member was familiar with the aspects of transformative learning.

Student and Faculty Questionnaire
Designed to explore the portrayed image of Healthy Campus to the UCO community in regards
to the new Educational Resource Space being designed for the Universitys main building.

Transformative Learning at Healthy Campus Survey
Designed to explore the student experiences of individuals involved through coursework
integration and workgroup participation.

A copy of each instrument can be found at
http://www.slideshare.net/lclower
Materials
Materials gathered during my research consist of:

Healthy Campus Promotional Index Card
UCOSA Tobacco Ban Flyer
Tobacco Letter of Intent
Tobacco Free Pamphlet
Healthy Campus Logic Models
UCO Health Report Rough Draft




Research Project:

Healthy Campus
Image and Identity



Healthy Campus
The purpose and mission of Healthy Campus is to
Promote a campus environment supportive of the development and maintenance of a
healthy body, mind, and spirit for all members of the UCO community.
Healthy Campus is a faculty, staff, student, and community initiative.
The initiative was created by members of UCO to help meet the
transformational learning needs of the University.

Discipline Knowledge
Leadership
Problem Solving
Service Learning and Civic Engagement
Global and Cultural Competencies
Health and Wellness
UCOs Central Six tenets of transformative learning
Through Org Com, the internal and external aspects of Healthy Campus can be
analyzed from a broader birds-eye perspective in order to assist the initiative in
consistency of image, identity, and the promotion of a unified organization.
External I mage:
The complete perception of the way
an organization presents itself either
deliberately or accidentally.
Helps the organization differentiate
itself from other organizations
Promotes external presentation of
security and productiveness in an
organization
Aligns with Transform of the CVF
Products, Markets, Branding
Aligns with Perform of the CVF
Goals, Strategies


I nternal I dentity:
An organizations presentation of itself
to its stakeholders.
The outward presentation of an
organization created by internal
functions.
Tells internal and external stakeholders
what the organization is about, what it
does, and which strategies it adopts.
Aligns with Conform of the CVF
Coordination, Symbolic Convergence
Aligns with Reform of the CVF
Culture, Core values, Shared beliefs

In order to understand an organizations external image and internal identity,
one must acquire knowledge of the interactions within and between departments
functioning in the four quadrants of the CVF model.
Healthy Campus Relational I nvolvement
The Healthy Campus initiative consists of five separate workgroups
directed by Committee Chairs of faculty and university staff.
Each of these five workgroups, through their involvement and departmental
responsibilities, functions within the four quadrants of the CVF model.
Employee
Relations
Investor
Relations
Government Relations
Media Relations Employee Wellness
Humanism, Employee Relations
Focuses on promoting health and
well being to UCO employees and
addressing the barriers employees
have to being active
Communications/PR
Structuralism, All Relations
Focuses toward different areas of
HC by creating ways to enhance
public image, maintain public
relations, create positive public
awareness
Programming
Interpretivism, Employee Relations
Researches, designs and schedules
events relating toward HC goals.
Coordinates and utilizes information
from other groups to meet the needs
of the UCO community.
Policy
Interpretivism, Government
Relations Focuses toward
insuring policies presented
for approval are researched
and match the demand of the
community
Data Analysis
Functionalism, Investor Relations
Researches the UCO community
health related data. Provides
accurate information to the
workgroups for collaboration on
selected projects.

Research Data Conclusions:

Image and Identity of
Healthy Campus



Healthy Campus Workgroups Internal Identity
Programming
The Programming groups identity is
volunteer-based, allowing members
opportunity to pick projects which
interest them. Communication is
informal and the workgroup feeds off
the enthusiasm of the initiative as a
whole for motivation.
Data Analysis
The identity of the Data Analysis group
revolves around insuring accurate, reliable
data for the other groups to base their work
on. By insuring timely, professional, and
cohesive research, the Data Analysis group
aspires to present an organized and reliable
foundation for the Healthy Campus initiative.
In addition to the relational aspects of a workgroup, each sections internal identity is a
primary factor to understanding the system of communication in that group.
Healthy Campus Workgroups Internal Identity
Employee Wellness
I regretfully did not have the opportunity to interview the Committee Chair for the
Employee group. However, from my steering committee meetings and the Employee
Wellness report, I have developed the following observation of the Internal Identity of
the Employee Wellness group.
The Employee Wellness workgroup focuses toward its personal goals, generating a
disconnected identity with the rest of the workgroups. The group generates information
and programs focused toward employees.
Communication/PR
The Communication workgroup is focused toward
community involvement and establishing an
influential presence with the other workgroups. The
Communication group hopes to lead by example with
coursework integration and facilitating teamwork
through researching the aspects and challenges of
Healthy Campus. The Communication workgroup is
attempting to be an involved and idea generating
contributor to the initiative.
Policy
The Policy group attempts to lead by
example for other institutions by
involving a diverse board of members
from across campus with different
educational and cultural backgrounds. By
encouraging open communication and
utilizing Wiki technology, the Policy
group sets a diverse communicative
atmosphere for all members.
External I mage
The Healthy Campus workgroups do not feel that a single department is
a strong enough source of public notice to justify claiming responsibility
of a direct influence on the initiatives external image.
Instead, the workgroups consistently agree that the external image of
Healthy Campus is the outcome of the programs, policies and
information provided to the UCO community through Healthy Campus.
A birds-eye perspective of Healthy Campus shows a newly
developed organization with enthusiastic founding members who
are experts in their fields.
Analysis of the workgroups relational aspects with in and between
departments allows an Org Com scholar to gain the information
needed to create a communication overview of the organization.
I nternal I dentity
Although each workgroup creates a
positive culture of shared beliefs
and collaborating teamwork, the
interactions between workgroups is
lacking direction. Some
workgroups are easily maintaining
relations with corresponding groups
by incorporating their research into
coursework integration.

However, in order for the process
of communication to flow between
groups, it is advisable for the
groups to improve relationships and
approachability between workgroup
chairs. This will insure that the
flow of communication extends
across the relational divides of each
workgroup and increase overall
satisfaction and productivity.
External I mage
Student and staff interviews concerning the
initiatives desire to create an Educational
Resource Center located in the universitys
main building portrayed an external image
of Healthy Campus that is actively
involved in the health and wellness of the
entire UCO community.

Healthy Campus is presenting the image of
an organized and dedicated contributor to
the culture and lifestyle of the UCO
campus by attempting to find ways to
involve the community in aspects of health
and well being and providing the
community with the health tools they
desire and need.

Putting more focus in public relations and
marketing the initiative in a more
productive way, Healthy Campus will
easily extinguish any negative viewpoints
that may arise through controversial issues.
Recommendations
As demonstrated by my analysis of the
University of Central Oklahomas Healthy Campus initiative,
Org Com scholars competently identify barriers to effective
communication within organizations
then make applicable recommendations to improve
communication based on their analysis.

Copies of the instruments and materials used for this research are
displayed within the following section of this portfolio.
I nstruments and Materials Appendix
Picture References
Norwegian School of Management Sphere
http://www.bi.no/Content/Article65263.aspx
Stairway to success, http://www.cook-communications.com/images/ladder%20-%20clouds.jpg
Mechanics of Psychology, http://www.duke.edu/~age2/
Shadow in the crossroads, http://www.dukembanetimpact.org/img/Direction.jpg
Three blind men and the elephant, http://www.satrakshita.com/images/AnitaKunz400.jpg
Water Sphere, http://www.hewett.norfolk.sch.uk/curric/soc/pearlY.jpg
Image reflected, http://achristian.files.wordpress.com/2007/03/identity.jpg
CVFCC Model, Recreated by Lynette Clower from Belasen, A. T. (2008) The Theory and
Practice of Corporate Communication: A Competing Values Perspective. Thousand
Oaks, CL: Sage Publications.
Northern Lights,
http://www.southernlakesbedbreakfast.ca/Quickstart/ImageLib/Northern_Lights.jpg
Paratroopers, http://thewaronterrorandterrorism.blogspot.com/2008_01_01_archive.html
Blue Apple, http://farm2.static.flickr.com/1054/567807684_44b6d5dc7c.jpg?v=1191958367



Competing Values Framework Reference
Belasen, A. T. (2008) The Theory and Practice of Corporate Communication: A
Competing Values Perspective. Thousand Oaks, CL: Sage Publications.