Strategies in corporate communication

Abstract

The purpose of this study is to assess the effectiveness of information, education and communication (lEC) materials as a communication strategy at the Teachers Service Commission (TSC). The TSC has since 1999 embarked on an aggressive campaign to empower its employees. A public relations (PR) section was established to steer communication activities. Acres of materials were produced to disseminate information. However, despite these efforts, complaints about corruption, inefficiency, poor corporate image and insensitivity to customer needs still abound. There seemed to be a disconnect in the communication process between the employer and the employees. The study assesses whether the communication strategies in place have been effective. Four objectives were investigated. These were: the level of awareness of the IEC materials amongst TSC employees; their impact on the employees; the appropriateness of their content; the channels used and the prevailing feedback mechanisms. The study was conducted using an exploratory survey. The participants were TSC employees sampled from Nairobi and Meru districts. A total of 250 employees were selected through stratified and random sampling techniques. Data were collected through a self- administered questionnaire and a total of 199 questionnaires were returned. The study established that although TSC has used multifaceted corporate communication strategies to inform and empower its employees to realize set goals and objectives, the staff are not aware of most of the strategies introduced after 1999.TSC employees have not been empowered by the information disseminated in terms of giving them motivation, job mobility or satisfaction, in addition to enhancing their perception of a good image of the organization. The study also indicated that feedback mechanisms within TSC communication strategies are poor. On the effectiveness of the channels used, memos/circulars were found to be the most popular with website/Email and suggestion boxes being the most unpopular. TSC employees felt there was need for frequent contacts with their employer. However, the findings indicated that a climate of fear and distrust exists between the employees and their supervisors. Employees are not free to discuss problems and difficulties they have in their job for fear of jeopardizing their positions or having it held against them. In view of these findings, the study recommended that TSC carries out an audit of its communication strategies to identify gaps that require urgent interventions. An aggressive sensitization campaign should be carried out to inform TSC staff of the existence of the various IEC materials and the need to embrace them to realize effective service.