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Communicating in the Age of Internet

Tata Nano’s case shows that a clear-cut and quick communication strategy is required to keep its customers, employees and the public informed in an electronic-media-dominated, especially internetdominated, world, where instant movement of information is taking place. Communication is very important as a manager and a rank-and-file employee communicates with each other and with outsiders. Without communication, nothing can be done in organizations. Communication is to an organization as bloodstream is to a person. We communicate when we speak, write or act. Managers are concerned with two types of communication: interpersonal and organizational. Communication plays an important role in a manager’s ability to be efficient and effective. Most problems of business can be attributed to poor communication between management and labourers. Communication is perhaps the number one problem of management today. Communication is generally understood as spoken or written words. But in reality, it is more than that. Human aspects of communication are more important than technical aspects. It is the process of passing information and understanding from one person to another. For instance, in IT companies, employees are the key resources. All leading IT companies employ a large number of employees. These employees are also known as knowledge workers. Tasks are given and explained to be executed. They are a big challenge for the managers. The communication used by managers may function as information, emotional expression, motivation and controlling behaviour. Recently, Wipro was losing its third position in the Indian IT industry to Cognizant. The company effected some changes at the top-level management. Further, this led Wipro’s Chairman Azim Premji to write a letter to his employees informing them about the problem the company is facing and the changes in the competitive and technological context. It was also aimed at motivating them to learn and innovate. Exhibit 30.1 explains Wipro’s challenge and communication of Premji. This chapter focuses on the importance of communication, the process of communication, the role of IT and the barriers in the communication process.