Corporate Rebranding: An Evaluation of the Internal Communication Strategies of the Ghana Revenue Authority
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Date
2015-10
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University of Ghana
Abstract
Communication is key to the survival and growth of every organisation. No wonder some scholars hold the view that communication is the solution to all organisational problems One such scholar is Goldhaber (1984 ) who saw organisational communication as the ultimate determinant of all organizational outcomes. Scholars who share this view, say it is wrong to place communication on the same level as organization behavioural variables such as motivation, leadership and job satisfaction. This is because to Goldhaber et al (1984), communication is far more important than all other variables. Communication is the key factor that determines all other variables and that “without communication , there can be no motivation, leadership productivity and no organisation (Goldhaber et al 1984, pg. 305).
Internal communication which is a subset of general communication deals with the exchange of information, creating understanding and behaviours within an organisation. It is defined as “ the symbolic interaction that occurs within organisations among organisation members” (Pearson et al 2003). When employed very well in an organisation, internal communication can help improve the culture of an organisation through the active participation of all employees and management. It involves the use of an integrated use of communication channels to engage employees and to ensure their effective buy-in to the organisation’s mission, vision policies and programmes.
This study seeks to find out the communication between management of Ghana Revenue Authority (GRA) and their employees
Description
Thesis(M.A)-University of Ghana, 2015
Keywords
Corporate Rebranding, Internal Communication Strategies, Ghana Revenue Authority