;TECHNICAL UNIVERSITY OF MOMBASA

SCHOOL OF BUSINESS

DEPARTMENT OF ACCOUNTING & FINANCE

BMC 4317:PUBLIC RELATIONS

ASSIGNMENT

GROUP 2

GROUP MEMBERS REG NO

1.SHANNEL KIZONGONA BCOM/002J/2015

2.LUCY ROBI BCOM/200J/2016

3.BENARD ABONG'O BCOM/184J/2016

4.WYCLIFFE OGUTU BCOM/175J/2016

5.HANNEKE MORAA BCOM/144J/2016

6.STEPHENE OKOTH BCOM/191J/2016

7.BRANDON NASONGO BCOM/148J/2016

8.HOPE MWAZUNA BCOM/104J/2016

9.GRACE PETERS BCOM/138J/2016

10.DEUTON OTWOMA BCOM/177J/2016

11.EMILY ORARO BCOM/205J/2016

Describe the following types of internal communication and explain four Merits and four
Demerits of each

A.HORIZONTAL COMMUNICATION

Horizontal communication is the transmission of information from people, divisions,

departments or units within the same level of organizational hierarchy.

Merits of horizontal communication

1.Reducing misunderstanding

Decreases misunderstanding between departments on the same project, thus,increasing

efficiency and productivity.

2.Distort-free communication

Horizontal communication is usually free from distortions since the sender and the receiver of
horizontal communication can exchange information directly and therefore no possibility of
message distortion.

3.Brings dynamism in workplace

It helps to overcome misunderstanding and confects among managers. It creates an

environment of cooperation, teamwork and team spirit.

4.Increases job satisfaction

It may increase job satisfaction and motivation by creating more employee empowerment in
communication.

5.Better implementation of decisions

Horizontal communication may result in a better implementation of top level decisions because
employees on lower levels are permitted to coordinate directly with each other in the
implementation of the decision made at the top.

Demerits

1.Rivalry attitude

Since it occurs between people of same rank and position, rivalry may arise as a result of who is
who in the organization.

2.Interdepartmental conflicts
The success of horizontal communication depends on good relationships between sender and
receiver.If there is conflict,distrust or suspicion between them,horizontal communication will be
ineffective.

3.Discouraging attitude of top management

In some cases top managers discourage horizontal communication thinking that workers may
become friendly with one another and may create threat to be management.

4.Management may have a greater problem in maintaining control

This is in part,because management can derive much control & power if it controls the flow of
information.

5.Time consuming

It is time consuming if vertical communication is required to ratify decisions made during

horizontal communication or to confirm information received through horizontal
communication.

B.DIAGNOL COMMUNICATION

This is communication held between different structures of a firm. It is the communication

between the higher and lower sectors of a business firm. It is also known as cross functional
communication.

Merits

1.Stimulating the creativity of employees. As employees interact with with seniors or juniors in
other departments, they are likely to come up with new ideas

2.Increases the efficiency of employees. Diagonal communication promotes good interactions

among employees thus increasing their efficiency. Employees are able to consult their
colleagues in other departments

3.It ends communication barriers between the higher and lower sectors of the business.
Through diagonal communication seniors and juniors in the organization interact, this could
serve as a motivating factor among the employees

4.It increases efficiency and speed of labour if positive relations are created. Positive relations
creates a good environment that in which employees’ efficiency in promoted.
Demerits

1.It can increase competitiveness as more of information of ongoing production is given. Since it
involves communication between different departments, employees would get information on
the performance of the other departments. This may prompt them to try not to lag behind. This
can lead to a shoddy work

2.It may consume time of the employees; for example work chart groups don't have details of
work assignments etc. employees may spend time talking on personal matters that have no
relevance to the work of the organization.

3.Due to lack of proper communicative skills of employees, misunderstanding might arise. Any
misunderstanding arising among employees or between seniors and juniors of different
departments may affect the performance of the firm