Examining the Impact of Effective Communication on the Organisational Performance of the Public Relations Association of Uganda (PRAU)

Abstract

This article examines the impact of effective communication on the organizational performance of the public relations association of Uganda. The study’s findings suggest that effective communication is crucial for the organization’s success. Effective communication is valuable because it allows staff to understand the organization’s goals and how they are involved in achieving them. Based on the findings, the study calls for the development of a more effective communication system in every organization. The system of allowing every employee to get involved in the communication process is productive. It fosters a sense of belonging and value among employees within the organisation. The employees are therefore given the opportunity. This gives the employees the motivation to work harder. Furthermore, the organization should implement a feedback mechanism, as it is the sole means of gauging the effectiveness of its communication system. Moreover, it’s crucial to implement a policy that routes all written correspondence through the public relations department, ensuring it’s comprehensible for all employees. This is crucial because incomprehensible technical information holds no value for those who lack understanding. Finally, a key ingredient to developing effective communication in any organisation is for each person to take responsibility to assert when they do not understand a communication or to suggest when and how someone could communicate more effectively with them. Keywords: Effective communication, Employee, Employer, Organizational performance, public relations.