The communication process spans all levels of an organization. The role and importance of the manager as an effective tool, according to French, is being overlooked. Successful organizations see managerial communication as a key component of organization communication strategy. The use of technology over a manger, the hierarchical model in today's environment, and organizational change as it relates to mangers, are key ingredients for a successful communication culture.
After reading the article, I noticed how French mentioned the use of technology over the use of the "manager" as a communication tool. The author acknowledged that organizations often focus more on the technology of communications than the personnel communicating within the organization (French, 2002). In my opinion, knowing how new technologies transform organizations, including our understanding of what constitutes technology in the workplace, is imperative. In my line of work this technology constitutes laptops, PDA's, cell phones, and "Blackberries". Key advantages for using communication technology is that it provides a conduit for personnel to access the organizational environment, thereby enhancing the role of communication in managing the processes within the organization. Battelle Albany Operations provides an opportunity for employees to develop their writing and presentation skills using a myriad of communications tools. On many occasions I have prepared PowerPoint presentations, reports, Statement of Work (SOW), and performance reviews. .
The next point that stood out was the mention of the "hierarchical model" which is used by most business in today's environment (French, 2002). Culture can and will affect issues such as those found in the choice between degrees of hierarchy and network, the personalities of senior leadership, and how performance evaluation is handled. How a company handles culture will have a lasting affect on its capabilities, its ability to take on acquisitions, consistently strive for excellent execution, minimize corruption, and to spur teamwork and the open flow of information (Moneypenny, 2003).