The vital role of effective communication in driving organisational success has been stressed against the background of rising operational cost of business in Nigeria.
Head of the Business Administration Department at Babcock University, Prof. Adekunle Binuyo emphasised this while delivering the University’s 50th inaugural lecture, themed, “Unleashing Organizational Potential: Leveraging Management and Marketing Strategies for Sustainable Performance.”
He noted that effective communication is not only essential for organisational growth and development but critical to its sustainability.
“Organisations cannot progress steadily without effective communication, whether horizontal, vertical, or diagonal. Organisations should prioritise communication as well as great customer relations as core aspects of their operations,” he said.
Binuyo noted that aside leading to misunderstandings and missed opportunities, communication breakdowns can also negatively affect organisational development as well as public perception and brand acceptance.
He said that open, clear and timely communication fosters collaboration, improves decision-making, and increases employee engagement.
“Communication is fundamental to the smooth running of an organisation,” he submitted, adding, “No matter how inspiring and exciting the vision and mission of an organisation might have been, they may not elicit the needed impetus and commitment on the part of the employees of the organisation if they are not duly communicated to the entire workforce by the management.”
He submitted that institutions of higher learning in Nigeria can improve on their brand acceptance through improving on the quality of their integrated marketing communication and public relations strategy.
“According to 2017 statistics from Institute of International Higher Education, 11,710 Nigerian students were admitted to various studies in the US, an upsurge of 9.7% from the previous year.
“One of the means of addressing this trend of growing preference for foreign universities by applicants seeking university education is by the application of Integrated Marketing Communications (IMCs) by the concerned universities especially privately owned types.”
He noted that application of integrated marketing communication into this scenario will both stem the tide of striving for foreign institutions and attract foreign students to Nigerian universities.
Binuyo called on leaders to model effective communication behaviours and policies to encourage open dialogue; engage in regular training and establish feedback mechanisms to enhance communication skills as well as leverage on technology to facilitate communication across levels and departments.
“By recognising and addressing communication gaps, organisations can unlock their full potential and drive sustainable progress,” he added.
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