The Importance of Communication in the Turnaround of SAS

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The Importance of Communication in the Turnaround of SAS

Definition of communication

Communication is the exchange of messages between peoples for the

purpose of achieving common meaning. Or it can define as the process

by which information is exchanged and understood by two or more people.

A fundamental of principles communication is that the symbols the

sender uses to communicate messages must have essentially the same

meaning in both the sender’s and receiver’s minds.

Purpose of communication

People communicate with each other in order to get the messages they

need, and utilize them for the further use, but what’s business

communication different from general communication. It’s not just

getting message for uses, but data involving in operating the tasks as

well. The purpose of communication can be divided into specific

purpose as follow:

- To convey information:

- To explain the nature and implications for the business:

- To establish rules for dealing with different situations:

- To stimulate action:

- To create relationships between the members of the organization:

- To form collective decisions and render them generally acceptable:

- To instruct: instruction manual for operating a computer:

- To evaluate: performance appraisal records:

- To meet human and cultural needs:

Communication breakdown

You can never assume that the message in your mind will be perfectly

transmitted to your receiver. We need to identify different patterns

of communications and we need to draw conclusions about the most and

the least effective patterns of communication, and report their

evaluation to avoid misunderstanding. Communication breakdown happens

when the recipient don’t receive the meaning of the message or

interpret the message as the different meaning from what sender tries

to encode. Communication breakdown can be seen from absences of

decoding from the recipient.

Factors of communication breakdown:

- Physical distraction : it happens when something bother the

communication and lead recipient or sender from transferring the

information. Example: when someone is talking to you and suddenly your

cell phone ring.

- Different channel/medium: Sender should choose the appropriate

channel/ medium to assure that the information could be reach by the

recipient. This involves adjusting the channel/ medium with ...

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...!” thus Carlzon reinforces both verbally and

nonverbal that he really means what it says in the red book.

Furthermore, top management is willing to support the front line. To

celebrate the initial turnaround, Carlzon sent every one of the 20,000

employees a gold wristwatch. Since then, major efforts to communicate

with employees have helped SAS earn an international reputation for

good service.

As the success of SAS, I’ve suggested that good communication and

associated interpersonal processes in organizations are important

ingredients of organizational effectiveness. Although effective

communication is critical to all management functions, it is

particularly vital to the leading function because it provides a

necessary conduit for efforts to interact with and influence others.

Carlzon uses communication and interpersonal processes well to nurture

SAS unique culture. Thus, effective communication between individuals

or within a group is the element that can lead the company go through

the crisis and to the brightness. It is also the basis for the company

to implement the compatible and harmony environment and enhance its

productive force among the industries.

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