Outward Communication

Information that flows from individuals/employees in an organization to clients of that organization and other players that are interested in the organizational goals and activities. Different from downward or upward communication, outward commu nication is the spokesperson's chief role in an organization as he or she represents the organization before the public. Consequently, it is extremely important that the employees, and in particular the spokesperson, have a strong grasp and understanding of the philosophy, vision, mission, and objectives of the organization, and it is important how these are communicated to clients of the organization and to the public, depending on the nature of the organization. Clear explanation of policies, rules, and regulations promotes good public relations, and the image of the organization depends on it.

However, there is another important aspect to out ward communication, which has to do with employees' self-esteem and the way in which they value their work. Such feelings may be transmitted, directly or indirectly, to significant others, who will receive such communication and will interpret it and disseminate it to others. This process will present the organization's goals and activities to other individuals outside the organization and, as a result, may help in shaping the perception of the organization in their eyes. Such outward communi cation can result in support or lack of support for the organization's goals and activities.

Consequently, when dealing with outward communication where employees have the ability to determine what information on the organization is available to individuals outside the organization, clients and the [Page 367]public in general through informal communication, job satisfaction becomes a crucial factor. Job satisfaction is related to open communication lines, positive commu nication between employees and their immediate super visors, and personal feedback on job performance. Therefore, all personnel should have access to information when they need it most, such as availability of supervisors, the procedure manual, job descriptions, and work schedules. Such open access will enable them to do their jobs in the most effective and efficient manner. Communication should be clear and understandable. As a result, organizational goals and activities will be per ceived clearly by outsiders.