The document summarizes a case study about improving communication strategies at Kitoone Incorporation Company. It describes how the company initially struggled with ineffective communication under the previous CEO that led to declining performance. A new CEO was hired who implemented several changes, including establishing direct access to him, using email, a notice board, feedback box, social media, and weekly meetings. These changes improved communication, increased the client base and profits by 80% within a year.

1. MASTERS OF SCIENCE IN BANKING AND INVESTMENT
MANAGEMENT
MAKERERE UNIVERSITY 2015
MANAGEMENT COMMUNICATION AND STRATEGY
GROUP MEMBERS
KAVIRA KATSURANA
MUSANYA ISAAC
TAMALE HENRY

2. GENERAL OVERVIEW
• Story
• Back ground of the study
• Statement of the opportunity
• Purpose of the study
• Conceptual framework
• Explanation of variables and relationship
• Communication Strategy

3. Story
KITOONE INCORPORATION COMPANY
Securities Brokerage, Financial Advisory, Magazine Sales and
distribution

4. Story Cont....
KITOONE INC. started operations in 1995 with four permanent employees, and one CEO Mr. Tamale Henry.
As one of the strategies to develop its clientele, the company would have two meetings every month on the
15th and 30th days to discuss targets, gap analysis, challenges and map a way forward. The first meeting held
at Mr. Tamale’s restaurant would focus on the set targets and what had been achieved, and 30th day meeting
held over at City Star Bar focused on the effectiveness of the road map drawn in the first meeting.
However, much as the strategy was implemented, it did not yield much result. This prompted Mr. Tamale to
get a new job in a finance firm in Jinja and delegated most of his obligations to Ms. Grace who was the
company finance and administration officer. This posed a fresh new challenge of communication ,delayed
delivery and execution of work.

5. Story Cont.....
Grace would wait for the documents to accumulate and then travel to Jinja on the 1st of every month to have
them signed off by the CEO and discuss company matters. She would communicate some of the key issues,
decisions made and required actions to staff on the 2nd. It was there after that implementation of signed off
decisions would be made.
After 6 months of the company making losses, a special meeting was called and the team decided to relieve Mr.
Tamale of his duties and hire a full time qualified and experienced independent person to take over the CEO
duties. After taking the advert in the national news papers as the company wanted to have a wider pool of
resources from which to interview, a new CEO Mr. Ssebata Collins was hired. Mr. Ssebata was a mature,
experienced, result oriented and talented individual with a proven record of management skills.

6. Story Cont....
The new CEO held various consultative meetings with his team and new communication strategy was
developed which included:- Direct access to the CEO by each and every employee, a company email, notice
board pinned in an open area, a feedback box for employees and clients’ complaints , Social media platform,
two weekly meetings to be held on every Monday Friday, a board room for holding meetings.
Six months later, the company's clientele increased by 40% and its profitability as well, company
achievements were communicated to all staff. An atmosphere of no boundaries or titles but only one unifying
factor ‘KITOONE INC goals’ was created.
By year end, the company sales had increased to 80%, customer base doubled and profits increased. As
motivation, all employees were given a Christmas bonus of 25% of their salaries.

7. BACKGROUND OF THE STUDY
Communication is a critical function in organizations, from the very small to the very large. Even one-to-
one communications can be fraught with challenges and misunderstandings. By communicating
purposefully and focusing on results and relationships, businesses can leverage effective communication
strategies to generate solid results with multiple audiences.
This, in force made Mr. Sebatta Collins (new Company CEO) lay down new strategies to comfort the
company situation such as; An open communication environment, an inclusive communication strategy,
Two-way communication or conversations between members of the organization
When all parts of the organization communicate smoothly, it can improve workflow and overall
productivity which finally builds a stronger company that will have staying power in the market

8. STATEMENT OF THE OPPORTUNITY
Managing communication is one of the key aspects organizations consider to achieve the preset goals and
objectives. If employees are unaware of what the organization expects of them, this could cause employees
to become suspicious of motives and changes in the company. This could negatively affect productivity in
the workplace. If productivity decreases, eventually this will harm the organization as a whole. In order for
an organization to run well, management should be able to effectively communicate to employees what is
expected of them, make sure they are fully aware of company policies and inform them of any upcoming
changes or business strategies. This should help to optimize employee productivity and ensure that the
organization runs smoothly. Management should also effectively communicate to clients to increase sales
for the Organisation.

9. PURPOSE OF THE STUDY
To establish the importance of audience analysis, structure selection and channel selection
which can lead to effective management communication.

10. CONCEPTUAL FRAMEWORK
Audience
analysis
(clients and
Staff)
Structure
and style
(center
expertise
model)
Channel
selection
(upward,
downward
&
horizontal)
management
communicati
on
& strategy

11. FLOW OF COMMUNICATION
Flow of information in an organization can be classified into internal and external communication
• Internal Communication
A business needs to communicate internally with its managers, employees, executives and shareholders to
make sure that everyone is on the same page with regards to the firm's strategy.
• External Communication
External communication takes place through multiple channels. You need to communicate strategically
through these channels to convey your message to different audiences. For example, to communicate to the
community at large you may issue press releases about local projects you are supporting

12. Classification of Communication
Communication in an organization can be classified as formal or informal communication

13. Formal communication
• It is designed to follow a scalar chain of command. Formal communication can be oral or written.
Formal communication can be further classified into the following:-
• Downward communication: It is designed in a way that employees communicate to supervisors,
supervisors to managers, managers to executives, and regional manager to general manager and so on.
• Upward communication: It is designed to flow from lower level managers to top level managers.
• Horizontal or Lateral communication: this generally takes place in an organization and is neither
upward nor downward. It proceeds in a horizontal manner and takes place among equals and at peer
level.

14. Informal Communication
Here communication takes place between individuals and groups. It has no official recognized channel. It
is a result of social interaction among the various members of the organization.

15. COMMUNICATION STRATEGY
Strategic communication allows a business to convey a message internally and externally and to be
receptive to outside feedback. For instance in a bakery there are multiple channels for communicating. You
need to be able to communicate with your production staff -- your bakers -- as well as the customers
buying your products and the community at large. Effectively managing your strategic communications
will allow you to convey the message you want to express, while receiving valuable feedback.

16. REVIEW THE EXISTING
The effectiveness of the communication strategy should be reviewed to ensure that key messages are
received and understood by audiences. This can be done by seeking feedback from internal and external
audiences about their understanding of the policy and its practical application. It should be possible to
build opportunities for feedback into certain communication tools and other relevant materials.
The communication strategy is not static. It should be reviewed regularly to ensure compliance with the
organization’s objectives and goals.

17. OBJECTIVES
The key communication objectives for the organization are:
• Encourage use of organization’s management best practices
• Give accurate and timely information about what is taking place with in the organization
• Ensure a consistent information flow
• Provide a link between business objectives and communications planning and delivery
• Create continuity in communications activity over an extended period through reporting

18. Audience Analysis
The introduction of new policies and products will need to be communicated at varying degrees, through a
range of media, to different audiences. It is recommended that all audiences be defined and dissected into
two groups – internal and external audiences.
• Internal audiences; staff, managers at all levels, Volunteers, contract staff
• External audiences; the public, contractors, clients, service providers, suppliers, government

19. Structure and style
• Center of Expertise Model – Here Central department provides a full range of both strategic and
technical services to the whole organization; by communication technique, by management process and
by audience
• Overarching Committee Model –In this model, a cross-organizational committee is formed to
coordinate planning, the corporate “look” and corporate messaging.

20. Resources
These include devices that are used during communication; phones, computers, notice boards, funds,
human resources, website, suggestion boxes and social network pages.

21. Message
• It is important to note that the information passed on should be understandable, clear and of significance
to the users.

22. Timing
• Timing of Communication Activities: States when formal communication activities are to be
undertaken (for example, at the end of a stage) including performance audits for the communication
methods.

23. Feedback
• Communication is a two-way process; this means you need to not only communicate your message, you
need to listen to feedback. For example, you can use social media not only to convey information, but to
seek feedback about your products. You may also use more traditional methods, such as giving
customers comment cards to fill out asking about the taste and overall quality of your products. You may
also ask customers directly by calling them to see if your product met their expectations.