In the theory of communication studies, organizational communication is intensively increasing their proportion in the application area. Increased attention to the organizational communication is also evident because interpersonal, group, and cross-cultural interaction, marketing, political as well as various integrated communication technologies are increasingly interpreted trough the corresponding system of the modern society. A number of researchers rightly criticize attempts to apply the concepts of organizational communication to the consideration by the societies of the traditional type, forming social identities or studying sociocultural communicative activity incorporated into the modern industrial companies and corporations. Good communication helps to ensure organizational effectiveness. If the organization is effective in communication, it is successful in all other activities. Moreover, communication in the company provides its management as well as other staff with the objective information at the right time and in a convenient form for decision-making. Therefore, among the most frequent problems, which occur in the theory of organization, the most important one is the communication process. The solid communication structure of the organization that combines the concepts of corporate culture, leadership, concept of business communication and negotiations within the company, together with the concept of a positive image, will help any organization to gain success and profitability in the respective field.
Communication is an attribute of social relations. In the communicative approach, it overcomes predestination. Communication paradigm allows defining complex social nature of the systemic interactions, their information and semantic quality, spatial and temporal parameters of cooperation, as well as corresponding socio-anthropological dimension of communication systems. In addition, communication paradigm emphasizes the constitutive role of interaction in the design of the system-institutional framework of the society and, in a broad methodological sense, in the formation of a communicative picture of the social reality.
Corporate culture is a set of values prevailing in the organization of ideas, norms and patterns of behavior that determine the meaning and the model of the staff, regardless of their employment status and duties. Written and unwritten rules of behavior evolved in the professional societies of the Middle Ages, and their violation might entail exclusion from the community. Over time, this concept is extended to all areas, and it is beyond any doubt that the corporate culture is important for the successful functioning and prosperity of any organization. Some managers consider the corporate culture as a powerful strategic tool to orient all the activities and employees to the common goals of the organization, mobilize their initiatives, as well as ensure loyalty and facilitate communication.
Corporate culture should be conducted purposefully and consistently. In highly organized institutions during periods of stable development, it is the most preferable type of democratic and integrated personality-oriented corporate culture. “Club culture” is a type of the corporate culture, which is the best option for a large organization. The current style is recommended to be included into the organizational structure guidelines. This system is characterized by loyalty, teamwork, devotion and harmony of the staff members. Stable and secure environment leads to the promotion of staff benefits at the expense of their age, experience or professional status. However, it is provided only for those employees of the company, whose career growth is slow and gradual. It is expected that one must comprehend all the wisdom of this study and master the necessary skills at each new level, so that the majority of workers have a professional outlook. Although such companies have a flexible structure toward any stranger or newcomer, they are impressed by the institutions where any changes are done slowly and gradually.
The formation of corporate culture begins with a definition of its mission. Moreover, it is necessary to understand the main purpose of the institution, its social role, purpose of creation and the existence of the organization. The mission statement is important both for small and large cultural institutions (regional and federal). First, it helps to realize the importance of the activities to the public, despite its small size and modest capabilities. Second, it is possible to unite the employees as well as understand the overall meaning and results of their work for the individual fragmented processes in each structural unit. Similarly, the collection and detailed analysis are subjected to other elements of the corporate culture. The methods applied in their study are interviews with staff (individual and group), questionnaires, observation of the working process, relationships within the team and with the visitors (business partners, the media, etc.).
In a world dominated by the corporations with a complex organizational structure, there is an increased need for leaders. The companies face the task to withstand the occurring changes and be able to remain competitive in the changeable environment. Due to the increasing advancement, there is greater need for effective leadership. Therefore, in the recent decades, the business faced the necessity to create a corporate culture that strongly contributes to the development of the leadership qualities. The key fact required for the prosperity of the organization is to involve the staff in the process of shaping the respective culture.
Despite the growing importance of leadership skills for the successful business, the reality of the experience hinders the development of such qualities in people. However, there are companies that have been able to demonstrate the ability to promote their employees to the prominent leaders and excellent managers. The leaders the successful companies do not seek to employ a suitable leader in their organizations. They are actively searching people with leadership skills and provide them with career opportunities that reveal their potential at the maximum level. Due to the careful selection, training and promotion, the companies involve many perspective people who can play the role of leaders. That is the first vital step for the successful implementation of the leadership concept in the organization.
Hiring candidates with leadership abilities is only the first stage in the process of leaders’ education. It is equally important to provide a person with the opportunity to try his power in different directions for his future professional growth. It often happens that people who have reached the top positions have experience in several areas related to their profession. The most important step in the career of effective leaders is the moment when they start their career path with a difficult and responsible task. This kind of experience is a prerequisite for the development of leadership skills of the employee as well as ideas about the prospects of their work. Such a kind of work gives a person the opportunity to experience the difficulties faced by the leader and, at the same time, feel hid considerable capacity to introduce changes.
The companies which pay special attention to the education of leaders try to charge relatively young professionals with interesting but important assignments. In many enterprises, the emphasis is made on the decentralization of authority. This process involves the transfer of the important responsibilities to the lower levels of management. Consequently, the regular employees have a chance to express themselves in difficult but interesting situations. Sometimes the bosses create additional opportunities for the employees in order to display their talents. Therefore, it places particular emphasis on the company development through the advancement of the new products or services.
The respective methods used for the selection of the successful companies and education leaders are surprisingly simple and logical. They are incorporated to ensure that the management can monitor the achievements of young professionals and employees at the lower levels of the hierarchy. Each of the top managers renders his opinion about the worker’s talent and the necessary steps of his/her further training. Further, they discuss these preliminary findings with each other and make the final informed decision for each candidate. Their idea is to choose one of the staff members who has considerable leadership potential as well as to define what leadership skills, accepted for organizational work, he lacks, in order to anticipate the beginning of training. It happens that the study requires plan or a program in order to ensure continuity of power or training of promising personnel. However, the management prefers to train future leaders in a free form. In any case, the key element of such preparatory work is an objective assessment of the possible options for the professional development suited to each candidate.
Business communication today permeates all the spheres of public life. Business communication is often the main key to success in any financial activities. The achievement of business goals depends on the effective cooperation with partners, clients, colleagues, and government officials. Moreover, effective communication skills can cause the biggest impact on the human process and the result of all stages of formation and development in any company.
Education of business communication is one of the ways to improve the skills of the staff in businesses and motivate the employees to take care about them and the future of their company. First, this is a great possibility to maximize the benefits of the commercial activities. The training program should take into account the key features of various lines of business, which require communicating skills while dealing with the clients, customers, etc. Specificity of business communication is that the collision, interaction of economic interests and social regulation are provided within the legal framework. Most people enter into a business relationship in order to formalize cooperation in a particular area. The ideal result of the interaction and the legal formalization of relations are partnerships that are based on mutual respect and trust.
Another specific feature of business communication is its regulation, i.e., subordination to the rules and limitations. These rules are determined by the type of business communication, its shape, and degree of formality, the specific goals and objectives that fail to be communicated. Moreover, they are defined in the national cultural traditions and social norms of behavior. Corporate communication is the most important factor, not only for the formation and self-improvement worker, but also for his spiritual and physical health. In addition, communication is the universal way of acquainting other people as well as their inner world. Due to business communication, employee acquires his own unique set of personal and professional qualities.
Today in the western business culture there is prevalent number of ideas for a leader to undergo professional training and education. The communication with colleagues is considered as the best way to gain the new knowledge. When the communication of the alleged threat of equals disappears by itself, he assesses the relationship and even contempt. This is attributed to the fact that people of the same rank tend to identify themselves to each other. In addition, social norms impose a ban on the authoritarian style of communication of equals, which is very helpful. Education on this principle is widely used in the organizations, and it is vital for every communication structure within the company.
For example, it is considered that focus groups, comprising experts of the same level but in different fields (experts in marketing, production, R & D, and finance) eliminate obstacle status and completely liberate the people, promoting the free exchange of opinions and ideas. Consequently, the parties communicate more openly, listen carefully to the criticism and judgments of dissidents, and, finally, learn a lot while working in this healthy environment.
To encourage participation of managers in the activities connected with education of the future leaders, the business leaders are trying to celebrate and encourage employees most distinguished themselves during the training of new staff. In this case, the formal methods, such as salary increases or bonuses, are used rarely because it is difficult to estimate such achievements with sufficient accuracy. However, these achievements seriously affect the career prospects manifested themselves in this field of managers and superiors, especially with the recognition of the selection of experts in top management positions. When people learn that in the future, their promotion will depend in particular on the ability to cultivate the young cadres who become leaders, and they are taken for the educational work, even those who claimed that the leader must be born, and training will not help.
One of the most important conditions for the successful operation and development of any organization is its positive image in the public. In addition, the creation of a favorable external image is not possible without internal consistency between the team members, compliance with all staff service etiquette, and maintenance of a single corporate identity. To work under the official rules of etiquette means the combination of business interaction with the labor communities. Office etiquette is based on the generally accepted rules, such as greeting, particular negotiation, and others, but taking into account the specifics of a particular organization.
The next component of organizational culture is the corporate identity. In today’s global economy, the corporate identity, based on its corporate culture, is the main factor connecting decentralized and diversified multinational corporations. In practice, the presence of the employee as a sense of corporate identity means that he is not only aware of the ideals of the company, but formally complies with the rules and norms of behavior in the organization. The objectives of the organization are personally meaningful to the individual. They include symbols, institutions (logo, slogan), and the presence of easily recognizable uniform elements in the design of buildings and interiors of the hotel, as well as uniform dress code for the staff (dress code). As a rule, in most cultural institutions, dress code is either absent or minimally required. Meanwhile, the appearance of staff is one of the indicators, which shows the general state of affairs in the organization. It has a significant role in the formation of its image in front of its partners and customers (consumers of goods and services provided). It is an undoubtable fact that the creation of a single uniform can be a problem for many cultural institutions due to high costs of the process. However, the expenses can be significantly reduced if, instead of tailoring business suits for all personnel, acquisition of the same small accessories will be provided.
Communication processes, which involve officers of the administration, are a vital link between the manager and his subordinates, between the leaders of the same level, between the organization and the external environment. In the daily work, the manager must use the information available from various sources, such as superiors, subordinates, managers of the same level, customers, suppliers, etc. Operation of the head is different from its decision-making activities. These two essential actions are interrelated and depend on the information processed and transmitted within the organization. Organizational communication is a vital link between managers and subordinates. Studies of various organizational structures show that communication plays an important role in the development of the organization as a whole organism. Each manager is interested in improving communication. In addition to the implemented interaction, the new ideas and motivation should be provided in order to monitor the behavior of the group members. Communication is essential to establishing credibility. These processes allow the managers to execute effectively their work and make decisions while choosing the optimal strategy to achieve these goals. The proposed concepts for the organizational communication structure will help to lead any company to prosperity and leadership under condition that all the requirements are met and implemented.