Effectiveness of Communication Tools: A Case Study of Guinness Ghana Breweries Limited.

Abstract

The study is aimed at assessing the effectiveness of internal communication tools in Guinness Ghana Limited. The study is specifically aimed at determining internal communication tools of Guinness Ghana Limited, the effectiveness of communication tools in transmitting information, determining the effectiveness of the communication tools in preserving information quality and to determining the effectiveness of communication tools in generating feedback. Using questionnaire as data collection instrument primary data was collected from 143 sampled employees of Guinness Ghana Limited. Data analysis was conducted using descriptive statistical tools, one sample t-test and paired samples t-test to achieve objectives of the study. Findings of the study revealed that the main communication tools used for internal communication are telephone face to face communication, email, text message and intranet. The study also found internal communication tools have been effective in transmitting information, generating feedback and preserving the quality of information it transmits. The study therefore concluded that internal communication tools used in Guinness Ghana Limited have been effective. The study recommends that it will be prudent for Guinness Ghana Limited to include more communication tools into its communication tools mix and to invest more into cOinputer mediated communication tool.