Using Communication Technology 1
Using Communication Technology to Enhance Organizational Communication
Nicole Bellavance
Carlow University
Using Communication Technology 2
A majority of modern organizational structures rely on technology, a key component to
both personal and professional modern life. To maintain success, organizations must
continuously adapt to the abundant changes technology brings to society. Integrating
communication technology into communication systems provides one solution allowing
organizations to keep up with an ever-changing, technology-based society. As with any new
change, organizations must adapt to both the benefits and limitations of this new integration;
however, the benefits of communication technology, when used as a tool to establish connections
and offer a collaborative work environment, far outweigh its limitations.
Hinds and Kiesler (1995) state that many large organizations have already
integrated the use of complex computer-based technologies in their inter-office communications.
According to Byron (2008), employees are more likely to use, and actually prefer, electronic
means of communication. The addition of these technologies clearly improves the
communication structure of the entire organization, from executive management all the way
down to hourly employees. Prior forms of communication, which include written and face-toface dialogue, were limited in their range. The adaptability of technology allows for variation
and changing communication patterns within the organization (Hinds & Kiesler 1995); however,
technology does not come without its flaws.
Hinds and Kiesler (1995) suggest communication technology both promotes and hinders
communication within an organization. Byron (2008) agrees, suggesting that some of the more
obvious advantages of electronic communications are the flexibility it offers. On the other hand,
the lack of face-to-face communication alters workplace relationships. Without face-to-face
interpersonal communications, employees are missing out on the benefits of establishing a
working relationship with their peers. Byron (2008) argues that interpersonal connections among
Using Communication Technology 3
employees decreases as the use of emails in the organization increases. As Byron (2008)
explains, difficulty in conveying emotion via email led to the development of emoticons, which
are a computer-based language used to express simple emotions: however, the argument could be
made that these emoticons do not adequately replace raw human emotion.
Hinds and Kiesler (1995) claim that the “richness” of communication is sometimes lost in
a technology driven world; therefore, the inability to accurately convey tone and emotion may
eventually inhibit working relationships. Conversely, Charsky et al. (2009) argues that
communication technology facilitates a learning environment whereby employees are able to
experience “complex dynamic communication systems” in which they are able to work together
to get jobs done. Furthermore, communication technology allows for the transfer of ideas in a
fraction of the time it would take to write out hand-written letters or memos. More time allows
employees to grow in their knowledge base in other areas of the job. With the increase in
technology-based communication among team members, employees are better able to
communicate differences of opinion and express new ideas and constructive criticism.
As Charsky et al. (2009) expresses, organizations have always been integrating the
newest digital communication technology, and even social media, into their day-to-day
operations. We often see the use of instant messaging systems or a company Facebook page as
the new way of collaborating ideas and producing results. Waters, Burnett, Lamm and Lucas
(2009) suggest the use of Facebook as a communication tool has been an essential and extremely
beneficial addition to non-profit organizations. The social media networking capabilities that
sites like Facebook offer help launch products and increase awareness for these organizations.
Site-specific programming on Facebook was introduced to accommodate the fundraising needs
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of organizations; thus, communication technology can be used for a wide range of functions,
including communication, marketing, and fundraising.
Charsky et al. (2009) acknowledges, however, that not all integrations of these
technologies have positive results. Often times the use of communication technology in an
office environment can “lead to more problems than solutions” (Charsky et al. 2009). Office
technology can segregate employees into two groups. One group, the “information elite,” grew
up using technology and utilizes it proficiently. The other group, the “demoralized isolates” are
not interested in technology or simply cannot use it effectively (Charsky et al. 2009).
Conversely, Waldeck, Seibold and Flanigin (2004) explain the benefit of having a means of
communication that reduces uncertainty and stress among employees can only add to the
organizations overall satisfaction.
Fulk and DeSanctis (1995) state, “communication is integral to organizational form, and
advances in communication capabilities through electronic technologies are enablers of change.”
As such, the advances in these areas of communication are often recognized for their influences
on organizations. As Rice (1987) points out, management is more likely to pay attention to
electronic means of communication because of hectic and often times, interrupted schedules.
The old means of communicating in written form does not fit into the new business world; a
world where everyone is on the go and the need for information at your fingertips is of the
utmost importance.
Another key benefit of advances in communication technology is the shared access to
vast amounts of information. Rice (1987) argues that easy access to information increases
overall productivity. Waldeck et al. (2004) agrees that technological advances in web-based
Using Communication Technology 5
learning are more cost-effective, especially as it pertains to training programs for new employees
in an organization. Web-based training programs are more efficient and thorough. Additionally,
a centralized information bank that is accessible throughout the organization decreases errors and
ensures the timely distribution of important information.
As illustrated above, any form of change to a work environment can cause complications,
and communication technology is by no means perfect; however, the need for technology in an
ever-changing, globalized world is undeniable. The limitations communication technology
presents can be alleviated with creativity and relationship building exercises. Employees who
are not as adept at using technology can be trained on the programs, giving them confidence and
ownership of a new skillset. Once the limitations are overcome, communication technology
continuously benefits organizations by creating more effective, collaborative work environments
and establishing far-reaching connections within an organization not available without the use of
technology; therefore, the benefits of communication technology far outweigh its limitations.
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REFERENCES
Byron, K. (2008). Carrying too heavy a load: The communication and miscommunication of
emotion by email. Academy of Management Review. 33(2) 309-327.
Charsky, Kish, Briskin, Hathaway, Walsh and Barajas. (2009). Millenials need training too:
Using communication technology to facilitate teamwork. TechTrends. 53(6) 42-48.
Fulk, J., & DeSanctis, G. (1995). Electronic communication and changing organizational forms.
Organization Science, 6(4), 337-349.
Hinds, P., & Kiesler, S. (1995). Communication across boundaries: Work, structure, and use of
communication technologies in a large organization. Organization Science. 6(4), 373393.
Rice, R. E. (1987). Computer-mediated communication and organizational innovation. Journal
of Communication, 37: 65–94. doi: 10.1111/j.1460-2466.1987.tb01009.x
Waldeck, Seibold, & Flanigin. (2007). Organizational assimilation and communication
technology use. Communication Monographs, 71(2) 161-183.
Waters, Burnett, Lamm & Lucas. (2009). Engaging stakeholders through social networking:How
nonprofit organizations are using Facebook. Public Relations Review. 35(2009) 102-106.