Module Name: Organisational Dynamics

Assignment Code: 880569

Assessment number: 2

Student Number: 65621808

Student Name: Nokuthula Angela Nkosi

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DECLARATION OF OWN WORK
I,
Nokuthula Angela Nkosi

(NAME and SURNAME) confirm that:

✓ this MODULE contains my own, original ideas and work

✓ those ideas, or work, that are not my own, have been cited through the prescribed
referencing system which I have familiarised myself with in Tutorial Letter
CMNALL/E/301
✓ I have not submitted the ideas or work contained in this MODULE for any other tertiary
education credit

Policy on Research
✓ I have read the University’s Policy of Research Ethics Ethics.pdf
✓ I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
GRADUATE STUDIES (available under “Additional Sources” on myUnisa)
✓ I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS offered
by Unisa’s library: https://libguides.unisa.ac.za/research-support/plagiarism
✓ I have read and understood Unisa’s Policy for Copyright Infringement and
Plagiarism, and I am aware that plagiarism is punishable in terms of the Copyright Act 98
of 1978 and I have read the regulations of the University of South Africa in this respect,
available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Docum
ents/Policy_copyright_infringement_plagiarism_16November2005.pdf
65621808
STUDENT NUMBER

26th April 2023

SIGNATURE DATE

Nonhlanhla Nkosi 26th April 2023

WITNESS DATE

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Table of Contents Page

INTRODUCTION 4
1. QUESTION 1 – COMMUNICATION CHANNELS 4
2. QUESTION 2 – BASIC COMMUNICATION MODEL SEQUENCE 6
3. QUESTION 3 – CHANGE MANAGEMENT TECHNIQUES 7
4. QUESTION 4 – COMMUNICATION STRATEGIES 9
CONCLUSION 10

SOURCES CONSULTED 11

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 INTRODUCTION

Communication is a multi-faceted discipline with many layers that are

constantly evolving. According to the Oxford dictionary, “communication is
“the imparting or exchange of information or news”. Communication is a two-
way exchange of ideas, information and thoughts. Organisations cannot exist
without communication, both internal and external communication. Below we
explore communication channels, change management techniques and
communication strategies in relation to organisations.

1. QUESTION 1
According to Vogel, K. (2023), “In a nutshell, communication channels are
mediums through which you can send a message to its intended audience.
For example, phone calls, text messages, emails, video, radio, and social
media are all types of communication channels.” Communication channels
are means to assist individuals and organisations communicate efficiently and
effectively through physical, digital and virtual platforms. Communication
channels can be broken down into two main communication patterns, namely
formal communication patterns and informal communication patterns.

Formal communication patterns can be defined as “the flow of official

information through proper, predefined channels and routes. The flow of
information is controlled and needs deliberate effort to be properly
communicated. Formal communication follows a hierarchical structure and
chain of command.” (Garvey, J. 2019). Formal communication patterns
involve downward communication, upward communication, and horizontal
communication.
Downward communication can be simply defined as communication from
higher up (directors and managers) down the organisation hierarchy such as
junior employees. “Managers and supervisors use this direction of
communication to disseminate information about company policies and to
provide feedback on tasks performed. They also use it to point out problems
and challenges, to assign tasks and goals, and to give directives and issue
orders.” (University of South Africa: 2023). An example of downward
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 communication is a briefing by the board of directors to the company
managers, explaining and implementing new company policies.
Upward communication is the opposite of downward communication and can
be seen as a means of relaying feedback. “Upward communication contains
information which passes from subordinate levels up to management and
senior levels.” (Garvey, J. 2019). An example of upward communication is an
employee going to report an irregularity in their payslip to their manager and
Human Resources department. “Upward communication serves as the
feedback vehicle in interpersonal communication, ensuring that downward
communication has occurred and was received as intended.” (University of
South Africa: 2023).
Horizontal communication can be described as peer-to-peer communication
between co-workers working in the same position or department. “Horizontal
communication refers to communication between individuals who are at the
same or similar levels within an organization but have different areas of
responsibility. Horizontal communication is slightly more fluid and dependent
on cross-individual communication.” (University of South Africa: 2023). An
example of horizontal communication is colleagues discussing and
collaborating strategies and models for an upcoming project.

Informal communication patterns can be defined as “communication that

moves freely within the organization and is not bound by pre-defined channels
and communication routes.” (Garvey, J. 2019). Generally, when management
is not involved in communication within an organisation, it is likely informal
communication, which can also be referred to as “grapevine” communication.
The key difference between informal communication patterns and informal
communication patterns is the speed and relatability of the communication.
People generally relate more to informal communication, and it tends to
spread faster versus formal communication as there is no systematic flow of
when and how it should be relayed. “Grapevines are a normal part of
organisational life and are not necessarily bad; they can foster cohesiveness
in work groups and provide opportunities for human contact. It is also
important to note that information disseminated through the grapevine is not
necessarily always false; while a number of inaccuracies may be detected,
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 the information might be largely true.” (University of South Africa: 2023). An
example of informal communication patterns is when a colleague sees
another colleague in the office hugging their office manager and tells a group
of their colleagues about what she saw. The group of colleagues now all
assume the manager is having an affair in the office and they spread this
information around the office.

2. QUESTION 2

According to the Merriam Webster dictionary, communication is “a process by

which information is exchanged between individuals through a common
system of symbols, signs, or behaviour”. In order to communicate effectively,
a number of factors need to be considered, and this is where the Basic
Communication Sequence Model comes in. It breaks down how and why we
communicate and the resources to do so. The Basic Communication
Sequence Model involves firstly, encoding. Encoding involves assembling
information thoughts and ideas to form a message. Encoding is usually done
by the sender. The second component of this model is transmitting the
message. This process involves the sender using a communication channel
and medium to send the message to the audience or recipient(s). The third
component of the communication sequence model is decoding. Decoding is
usually done by the receivers of the message. Decoding is the analysing and
interpretation of the encoded message. The fourth component is
acknowledgement. According to Rajpoot, S. (2017), “upon receipt of the
message, receiver may signal receipt of the message”. The fifth component is
message and feedback message. Rajpoot, S. (2017) describes this
component as the output of encoding. The sixth component is
Feedback/response. These two components are based on the understanding
and comprehension of the message by the receiver. However, the sixth
component involves responding to the sender of the message. Once the
encoded message has been transmitted and decoded by the receiver, they
encode a response back to the sender. The seventh component is
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 communication mediums. Mediums refer how the method was relayed or sent
to the receivers. Mediums can include social media, digital media, emails,
newspaper, radio, etcetera. Lastly, the seventh component in the
communication sequence model is noise. Rajpoot, S. (2017) defines noise as
being “anything that interfaces with the transmission and understanding of the
message”. Noise can be physical noise, psychological noise or physiological
noise.

3. QUESTION 3

Change is inevitable, it a part of our everyday lives. Organisations experience

changes too, some changes are major and some are minor, some are
unexpected and some are planned, however change cannot be denied in an
organisation. “Bernard Chester, in writing for Fundamentals Magazine in
2005, argued that the 'people' in the organisational change process need to
be especially centred in the conversation. This argument stems from the
understanding that it is these people who have to drive the change and make
a success of the process.” (University of South Africa: 2023). Chester
suggests four techniques for successful change management namely, support
from the top, involvement of the masses, communication, and training. Below
we will explore these techniques in depth.

The first technique is support from the top. This technique refers to the
organisation and management ensuring that all the resources, equipment and
support if offered and given to employees during a time of change. This
reduces the frustration employees may face with adapting to new systems,
products, equipment, or procedures. “The people in the organisation need to
be assured that, throughout the change, the organisation values 'collective
success' and that the 'people' aspect of the organisation will be involved and
considered every step of the way.” (University of South Africa: 2023).

The second technique is involvement of the masses. According to the

University of South Africa (2023) “Representatives from all areas that are to
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 be affected by the new way of doing things should be involved in the planning
process to ensure that employees are not overwhelmed.” This technique is an
integration technique where the new idea is being introduced to the involved
parties and the idea is made relatable to their everyday lives. This technique
allows organisations to receive input and suggestions from their employees
and representatives, through this, the employees feel involved in the change
making and are made to feel and understand that their input is valuable in the
organisation. Involving the masses also allows employees to feel in control
and not controlled, because when change is implemented without involving
the people it affects, the receivers of this change tend to be resistant.

The third technique is communication. Communication would involve the

organisations effort to relay the change to their internal stakeholders. This
would include written communication such as emails, newsletters, flyers and
verbal communication such as announcements, meetings and activations to
implement these changes. “The above-mentioned representatives can be
used in communication efforts during the process; they – along with mentors,
if necessary – can be tasked with the dissemination of information.”
(University of South Africa: 2023). Communication fosters open and
transparent relations built on trust.
The last technique is extensive training. A famous English proverb says,
“Practice makes perfect”, the same applies to learning or implementing
anything new, employees need to be trained on anything new the organisation
takes on or brings on board. “The training must not be seen as a one-off
process through which employees will be expected to grasp absolutely
everything to do with the new system. If employees’ duties have changed in
the process, they should be thoroughly trained in their new roles.
Opportunities for refresher training should also be made available, should
employees need it.” (University of South Africa: 2023).

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 4. QUESTION 4

Tariq, H. (2021) explains communication strategies in depth, “A

communications strategy is a plan for communicating with your target
audience. It includes who you are talking to, why you are talking to them, how
and when you will talk to them, what form of communication the content
should take and what channels you should use to share it.”
The communication strategy that will be developed to assist Rifumo Auto
make sales will be discussed below.
Our target audience for Rifumo Auto are new young professionals aged 21 –
35 and working males aged 35 – 60. The reason why these groups are our
target audience is because young professionals are always looking to make
big purchases such as cars, new homes, etcetera. Males aged 35 – 60 years
are becoming husbands and fathers and purchasing vehicles is popular
amongst these groups.
The message we are conveying to the public is “New beginnings deserve to
be paired with a New Car!” or “New Wheels for your new beginnings”. This
message is formulated to persuade these target groups that they deserve to
purchase a new car because of their achievements and/or a new chapter in
their lives.
Multiple channels will be used to disseminate this message to target
audiences. The first channel will be prime time radio in the morning and
afternoon. This message will be repeated during these hours as these are the
hours most young professionals travel to work, or newly wed husbands or
fathers are driving their families to school/work. Another channel that will be
used is social media platforms, namely Twitter, Facebook and Instagram. This
message will be aggressively shared on all these social including sponsoring
posts and targeting these sponsored posts to our target groups. Hashtags and
influencers will be brought on board to assist in spreading the word and
affiliating with Rifumo Auto. Lastly, another channel that will be used is print
media, mainly flyers, posters and banners all around the areas in which our
target audiences frequent.
The activities that will be involved in implementing the communication strategy
will include mall activations, car wash activations and hosting events at the
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 business location of Rifumo Auto. The activations will be informative and an
event where the targeted audience are given a bigger and in-more depth
picture of why they need to purchase vehicles from Rifumo Auto. The events
hosted at the garage will be for the targeted audience to familiarise
themselves with the place of business as well as get to see the cars that are
being sold.
Evaluating this communication strategy will involve analysing whether any
cars were purchased since the day the communication strategy was
implemented. Another way to evaluate the communication strategy is how
much social media engagements, followers and interactions the business
pages have had before and after the communication strategy was
implemented.
Lastly, the budget to implement this communication strategy will involve
research and planning, print media, radio slots, social media sponsored posts,
travelling costs, catering, decoration, sound equipment, cleaning services and
security which will approximately amount to R700 000.

CONCLUSION

It can be concluded that organisations cannot exist nor function without

communication. Communication has key features such as the basic
communication sequence model which exists in every communication form.
We have also learned that change is inevitable, however change doesn’t
always have to be bad and scary. Organisations can implement change
management techniques which can assist in staff members and employees
receive the change positively. Communication doesn’t always have to be
simple, it can also be used strategically to achieve an organisations desired
goals and objectives.

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LIST OF SOURCES CONSULTED

Developing a communication strategy. 2012 [O].

Available: https://www.slideshare.net/AfriCenter/developing-a-communication-
strategy?qid=5419c163-d86b-4b9f-
bb17%208487b1c435d8&v=&b=&from_search=17
Accessed: 01/05/2023

Garvey, J. 2019. What is Formal and Informal Communication? [O].

Available: https://www.peoplegoal.com/blog/what-is-formal-and-informal-
communication
Accessed: 01/05/2023

Rajpoot, S. 2017. Communication Management [O].

Available: https://www.slideshare.net/SanjayRajpoot2/communication-management-
pmp-exam-simulator?qid=becaa470-1f62-48c9-81e1-
e9a96e323ff4&v=&b=&from_search=5
Accessed: 01/05/2023

Tareeq, H. 2021. Five Components Of A Successful Strategic Communications Plan

[O].
Available:
https://www.forbes.com/sites/forbescommunicationscouncil/2021/06/22/five-
components-of-a-successful-strategic-communications-plan/?sh=2d92f33d5813
Accessed: 01/05/2023

University of South Africa. 2023. Lesson 3: Techniques for successful change

management [O] [myUnisa].
Available: https://mymodules.dtls.unisa.ac.za/mod/lesson/view.php?id=670300
Accessed: 01/05/2023

Vogel, K. 2020. Communication channels for businesses: 5 examples + 4 tools [O].

Available: https://www.ringcentral.com/us/en/blog/communication-channels/
Accessed: 01/05/2023

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