| Summary: | In today's business world, corporate communication is becoming an increasingly
essential element to achieving organisational goals and objectives. For this
reason, effective organisational internal communication is essential.
This study critically and qualitatively analysed the nature of internal communication
at DaimlerChrysler South Africa's (DCSA) head office in Zwartkop, as perceived by
its management and staff. This analysis was based on the theoretical points of
departure of internal marketing and two-way symmetrical communication. In light
of these frameworks it was outlined that in an organisational environment, effective
internal communication takes place to the benefit of all organisational
constituencies, and is based on relationships characterised by openness, trust and
mutual respect.
By conducting qualitative semi-structured interviews with management and focus
groups with staff at DCSA's head office over a period of four weeks, first-hand in-depth
information on DCSA's internal communication was obtained. Following an
interpretive worldview, the data was qualitatively coded, categorised and analysed.
The results showed that the nature of DCSA's internal communication is
predominantly authoritarian and top-down in nature.
Although DCSA has many formal internal communication mediums and
instruments in place, staff still experience internal communication as ineffective.
The conclusion is made that the problem lies with the inefficient implementation of
these instruments. Resulting issues include: problems with feedback, information overload, and communication barriers between departments.
Following the results of this study, the effective implementation and use of two-way
symmetrical communication is recommended in order to improve internal
communication, motivate and empower staff and improve interdepartmental
communication. Ultimately, this will enable DCSA to function more effectively as
an organisation. === Thesis (M.A. (Communication Studies))--North-West University, Potchefstroom Campus, 2007.
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