The Dynamics of Corporate Communication Practice : A Study of the Public Procurement Authority

Abstract

Corporate communication is a very important aspect of public relations practice. Therefore, this study was conducted to investigate the practice of corporate communications at the Public Procurement Authority, with emphasis on internal communication within the organization. The study sought to identify the communication channels that are employed in the organization as well as the frequency of information flow. The four public relations models proposed by Grunig (1984) formed the theoretical basis of this study. The survey method, through questionnaires, was used to gather data from 50 employees at the organization. The employees were selected from all the Units, Directorates and Departments at the Public Procurement Authority. The findings suggested that memos are the most popular and commonly used communication channel by the organization. However, in spite of the high usage of memos, the employees who were surveyed preferred electronic means of communication such as e-mail and social media. The study also revealed that issues, such as staff promotion, sanctions on employees, recruitment and funeral, wedding. and death announcement, are often circulated to the employees. The study further found out that most of employees are aware of the full functions of the PR department and generally expressed satisfaction with the department's performance of-these functions. Based on the findings, the study sug.gested that management of the organization must involve. employees in major decisions, since most of the decisions by management concern the welfare, roles and activities of the workers. The study further called for frequent flow of information in order to avoid rumours and reliance on grapevines. There should be a comprehensive client service charter and a creation of a Client Service Unit to address stakeholder's complaints.