CORPORATE REBRANDING: AN EVALUATION OF THE INTERNAL COMMUNICATION STRATEGIES OF THE GHANA REVENUE AUTHORITY

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ABSTRACT

Communication is key to the survival and growth of every organisation. No wonder some scholars hold the view that communication  is  the  solution  to  all  organisational  problems  One such scholar is Goldhaber (1984 ) who  saw  organisational  communication  as  the  ultimate determinant of  all  organizational  outcomes.  Scholars  who  share  this  view,  say  it  is wrong to place communication on the same  level  as organization  behavioural  variables  such as motivation, leadership and job satisfaction. This  is  because  to  Goldhaber  et  al  (1984), communication is far  more  important  than  all  other  variables.  Communication  is  the key factor that determines all  other  variables  and  that  “without  communication ,  there can be no motivation, leadership productivity  and  no  organisation  (Goldhaber  et  al  1984,  pg. 305).

Internal communication which is a  subset  of  general  communication  deals  with  the  exchange of information,  creating  understanding  and  behaviours  within  an  organisation.  It  is defined  as  “  the  symbolic  interaction  that  occurs  within  organisations  among organisation members”  (Pearson  et  al  2003).  When  employed  very  well  in  an  organisation, internal communication can  help  improve  the  culture  of  an  organisation through the active  participation  of  all employees  and  management.  It  involves  the  use  of  an integrated use of communication channels to engage employees and  to  ensure  their  effective buy-in to the organisation’s mission, vision policies and programmes.

This study seeks to find out the communication between management of Ghana Revenue Authority (GRA) and their employees.