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Peterson, Brent D., Ed.; Greenbaum, Howatd H., Ed.Constructinn of a Communication Audit: An Examinationof Communication Systems and Their Effectiveness.Montana Univ., Missoula.Apr 7215p.; Paper presented at the InternationalCommunication Association Annual Convention (Atlanta,Georgia, April 1922,- 1972)

MF-$0.65 HC-$3.2f2Abstracts; *Communication (rhought Transfer);*Communication Problems; *Intercommunication;*Organizations (Groups)*International Communication Association

ABSTRACTAbstracts of 12 papers concerning the effectiveness

of various communication systems are printed here. Subjects of thepapers are: the appraisal of organizational communication systems,and evaluation of ECCO analysis as a communication audit methodology,assessment of attitude and opinion change effects of thecommunication audit, organizational communication and social action,message diffusion as a communication audit tool, techniques used tostudy communication variables in organizations, a communiJatioasystems analysis of KOB-TV organizational communicatio a% analysisbased on empirical data, auditing the communication of -tan serviceorganizations, employee knowledge of hospital compensatoa policiesand supervisory effectivengss, a mass media profile oy n4riculturalscientists at Texas A and M University, and the developmero. and fieldtesting of two internal communication measuring instrumeW Sourcesand cost of most of the papers z.re included. (JK)

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PIV S RO IC

jicommt.mgAr A D

WORKS40P,

AN EXAMINATION OF commumATION SYSTEMS AND THEIR EFFECTIVENESS

U.S. DEPARTMENT OF HEALTH. EDUCATIONWELFARE

OFFICE OF EDUCATIONTHIS DOCUMENT HAS BEEN REPRODUCEDEXACTI Y AS RECEIVED FROM THE PERSON ORORGANIZATION ORIGINATING IT POINTS OP

EW OR OPINIONS STATED DO NOT NECESSARILY REPRESENT OFFICIAL OFFICE OF EDUCATION POSITION OR POLICY

Go-Directors:Brent D. Peterson, University of Montana

Howard H. GreerOaum, Motor Parts Industries, Inc.

20th Annual ConferenceInternational Communication Association

ALlanta, GeorgiaApril 19-22, 1972

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atumfauzstazazzaro PAP=

SECTION I: CONCEPTUAL ANILagagROMICALIQUIPERATIONS

"The Appraisal of Organizational Communica.cionSystems"

Howard H. Greenbaum, Motor Parts Industries

1.2 "An Evaluation of ECCO Analysis as a CommunicationAudit Methodology"

Evan E. Rudolph, Ohio U11,6versity

1.3 "Assessment of Attitude and Opinion Change Effectsof the Communication Audit"

Max B. Franc, Fresno State College

1.4 "Organizational Communication and Social Action"James E. Grunig, University of Maryland

1.5 "Beyond Bureaucracy--Message Diffusion as aCommunication Audit Tonl"

Richard V. Frace nnd Haml3h M. Russell,Michigan State Univer:tfliz

1-6 "A Review of Some Techniques Used to StudyCommunication Variables in Organizations"

H. J. Ayres, Washington State University

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SECTION II: CASE STOW

'A Communication Systems Analysis of KOB-TV"Gerald Goldiaber and Hilary Horan,University of New Mexico

11-2 "Organizational CommunicationAn AnalysisBased on Empirical Data"

Marshall H. Brenner and Norman B. Sigband,University of Southern California

11-3 "Auditing the Communication of Human ServiceOrganizations: Organizational and CommunicationDiagnosis of Antipoverty Agerwies"

Mark Hickson III, Mississippi State University

1I-4 "Employee Knowledge of Hospital CompensationPolicies and Supervisory Effectiveness"

Harish C. Jain, McMaater University

11-5 'A Mass Media Profile of Agricultural Scientistsat Texas A & M University"

William E. Tedrick, Texas A & M University

11-6 "The Development and Field Testing of Two InternalCommunication Measuring Instruments"

David T. Burhans, Jr., California State College

4

THE APPRAISAL OF ORGANIZATIONAL COMMUNICATION SYSTEMS

by Howard H. GreenbaumMotor Parts Industries Inc.Melville, New York 11746No. of pages: 30Cost per copy: $1.00 (includes mailing)Member of Division IV: Organizational Communication

The thesis of this paper involves the following concepts:(1)the communication system is a fundamental factor in theattainment of high levels of organizational effectiveness;(2) the organization requires periodic appraisals of both theoverall communication system and the activities constitutingthe parts of the system; and (3) communication and managementresearchers fulfill important social needs by developing thestructure and processes required for practical communicationsystem appraisals by qualified organization managers.

The presentation includes a detailed definition of organiza-tional communication, an identification of the components of acommunication appraisal system appropriate to such definition,a workplan for communication system appraisal, and a discussionof management's role in the area of communication system appraisals.

Coordinative-internal communication is the field of concentration.The proposed analysis calls for a review of the crerall communi-cation system, including the policies and controls relative thereto.In addition, for each significant communication activity, thisapproach requires criteria examination, standards establishment,and performance measurement, with due consideration being givento situational elements, including general organizational variables.

Emphasis is placed on the responsibilities of organizationmanagement for the maintenance of an effective communicationsystem through an effective system of appraisal. The appraisalprocedures suggested rely heavily on presently accepted prop-ositions and methods in the fields of communication researchand organization management.

One of the conclusions indicates that the proposed communi-cation appraisal approach might be considered as a logicalframework for an important segment of organizational communi-cation research,. for the reason that it appears capable ofnoting research needs, and assimilating research findingswithin a defined structure.

Honrd H. GreenbaunMotor Parts Industries Inc.540 Broadhollow RoadMelville, New York 11746

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AN EVALUATION OF ECCO ANALYSISAS A COMMUNICATION AUDIT METHODOLOGY

by Evan Z. RudolphSchool of Inte&personal CommunicationCollege of CommunicationOhio UniversityAthens, Ohio 45701No. of PagesCost per copy 97Member of Division IV

This paper presents as its major theme the advantages,disad.vantages, successes and failures of Ecco Analysisas synthesized from fifteen field applications in widelydiversified organizational environments. The paper alsodiscusses the actual instrument and administr.7.tion pro-cedures found to be particularly beneficial. Included is

a review of thirty-four of the data collection instrumentsmost often used in organizational communication research.

The paper demonstrates that,for the researcher interestedin the analyzation of communication flow in organizations,Ecco Analysis has distinct advantages when compared toother communication audit methodologies.

Evan E. RudolphSchool of Interpersonal CommunicationCollege of CommunicationOhio UniversityAthens, Ohio 45701

ASSESSMENT OF ATTITUDE AND OPINION CHANGE EFFECTSOF THE COMMUNICATION AUDIT

by Max B. FrancDepartment of Political ScienceFresno State CollegeFresno, California 9371018 pagesCoat per Copy $1.00Member of Division IV

To reduce ambiguities and overexpectations with respect tothe communication audit, there will have to be evaluationof the communication audit itself. One approach will be towork to find effects of administration of the audit by assess-ing attitude and opinion changes of people in an organizationexperiencing an audit.

The writer gives the rationale for a questionnaire for a be-fore-and after-attitude and opinion check. Questions arepresented for the purpose of assessing such effects. Thosequestions address changes pertaining to the following sub-jects' (1) concept or definition of communication; (2) rel-ative effectiveness, in organizational communication, of re-spective channels or media; (3) concept of communication01r@akdown; (4) overall efficacy of a communication audit;0i relationships between the organizational chart and or-ganizational communication; and (6) concept of two-waycommunication.

Data about attitude and opinion changes in connection withthose subjects should have implications for persuasion treat-ment cells for experimental research designs. The writerfeels that the rationale for the proposed questionnaire willbe useful in connection with a variety of innovators' ap-proaches toward constructing communication audit instruments.Endeavors both to construct audits and to construct instru-ments to evaluate the audit itself must deal with a broadproblem of formulating quantitative indices against whichto measure all such efforts. Those indices will have toshow performance in connection with accmplJshment of vari-ous kinds of objectives: organizational, programmatic, in-dividual, and social.

Max B. FrancDepartment of Political ScienceSocial Science BuildingFresno State CollegeFresno, California 93710

ORGANIZATIONAL COMMUNICATION AND SOCIAL ACTION

by James E. GrunigDepartment of JournalismUniversity of MarylandCollege Park, Maryland 20742No. of Pages: 19Member of Division IV

Communication researchers have long been interested in therole of the change agent--the professional helper who stim-ulates change at the individual, group, organizational, or

community level. Few recognize, however, that the change

agent is a member of a formal organization whose norms and

values often diverge from those of the clientele system.The purpose of this paper is to conceptualize the nature ofcommunication between two systems whose norms and valuesdiverge from one another and to determine the possible ef-fects such communication can achieve. The concepts devel-oped are then applied to the problem of auditing the effec-tiveness of an organization's communication with its clien-

tele. Although the evidence presented is drawn from studiesof governmental and other agencies dealing with a low-incomeclientele, the implications should extend to any extra-organizational communication--such as public relations,labor relations, or marketing--with a public or clientelewith interests divergent from those of the organization.

Research evidence is presented from studies conducted bythe author and others in Colombia to show the importance ofthe organization in determining the behavior of change agents.Evidence is then presented ,0 show the nature of organization-clientele communication by anti-poverty agencies in the UnitedStates and the nature of inter-organizational communicationwithin a community. Finally, a theory of inter-system commu-nication is developed and concepts and measuring devices arepresented for auditing the effectiveness of extra-organizationalcommunication. Effectiveness is defined as the amount of learn-

ing the organization does from its clientele.

James E. GrunigDepartment of Journalism202 Journalism Bldg.University of MarylandCollege Park, Maryland 20742

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BEYOND BUREAUCRACY -- MESSAGE DIFFUSION AS A COMMUNICATION AUDIT TOOL

by Richard V. Farace and Hamish M. RussellDepartment of CommunicationMichigan State UniversityEast Lansing, Michigan 48823No. of pages: 22Cost per copy (including mailing): 500Member of Division IV . Organizational Communication

Given the predictions of such people as John Gardner and Alvin Toffler,that the organizations of the future will be constantly changing tomeet new problems, we see a challenge as communication scientists todevelop concepts that allow us to describe current communication prac-tices. We also need to develop audit techniques that will allow usto economically measure and describe the communication performanceof organizations.

We propose that the following concepts offer a powerful way of de-scribing communication patterns and interactive behavior in organi-zations: structure, load, rate of message flow, extent of message dis-tortion, amount of redundancy, the efficiency of the activated messagepathways, and the functions that the messages serve for the system.

Five communication audit research techniques are evaluated in terms oftheir cost and applicability for the measurement of each of the abovecommunication concepts --

the duty_study, where key respondents record theircommunication behavior.

the uoe of trained observers who record the commu-nication behaviors of key personnel.

the gmls=pactionial survey that elicits respondents'perceptions of their general commu-nication behavior.

the 'small woricu_tftchnian that traces ahe stepstaken by a given message destinedfor a specified receiver.

the messaze diffusion approach, where a specificmessage is traced in is diffusionthrough the organizatior.

Considerable advantages are noted for the message diffusion approachwhen it is weighed against these other techniques for this communica-tion audit purpose. Major benefits are seen in both minimizing costsand maximizing the data that can be gathered about the communicationsystem's performance.

Finally, some brief findings are reported from a study of messagediffusion in a Federal agency.

Richard V. FaraceDepartment of CommunicationMichigan State UniversityEast Ciansirg, Michigan 48823

A REVIEW OF SOME TECHNIQUES USED TO STUDY COMMUNICATIONVARIABLES IN ORGANIZATIONS

by H. J. AyresDepartment of SpeechWashington State UniversityNumber of pages, 9.25 eachDivision IV

This paper consists of a brief introduction to the discoveryof communication as a variable in organizations. The subse-quent need to develop instruments adapted to gathering dataon organizational communication is discussed.

The second portion of the paper consists of a brief review ofa number of specific techniques that have been used to assesscommunication in organizations. Retention m,:asures, disrarityscores, readibility measures, self recording methods, measuresof rumor transmission, and ways of measuring network effective-ness are reviewed. Each of these reviews is followed by abrief assessment of the merits of the instrument.

H. J. AyresDepartment of SpeechWashington State UniversityPullman, Washington 99163

1.6 9

A COMMUNICATION SYSTEMS ANALYSIS OF KOH.TV

by Gerald Goldhaber & Hilary HoranDepartment of Speech CommunicationUniversity of New Mexico45 pages$.75 per copyDivision IV

In Fall, 1971, a communication systems analysis was conducted atthe facilities of a southwest television station. The researchteam consisted of four students under the direction of Dr. GeraldGoldhaber, Professor of Organizational Communication at The Univer-sity of New Mexico.

Due to the size of the company (67 employees), it was decided bythe research team that it would be feasible and most reliable tointerview all employees of the station to compile data for analysis.The company was divided functionally so that employees within asub-system would be questioned by the same interviewer. Thisallowed for cross evaluation of information about common situations.The measurement instrument used was a structured interview sched-ule. The questions were all open-ended and designed to generateconversation and probe specific problems and conflicts that wereoccurring at that time.

The interviewing lasted five weeks. Although repeated attemptswere made several (13) employees could not be contacted for inter-viewing. Reasons were various; for example - they being part-time 4

help, working a considerable distance from the station's mainfacility, etc. -4

Problems were found in organizational, intra- and inter-personalcommunication and management. Communication aaficiencies were:non-transmission of information, unclear verbal (oral and written)

communication. Serious problems stemmed from:

1. lack of dissemination of general information to allby management;

2. poor distribution of specific information concerningcourses of action by managers;

3. the existence of competition where it serves todecrease efficiency;

4. cases of low morale in some areas;5. personal authority used to by pass established lines

of communication and management.

The study describes analysis of these problems and the trainingprogram designed by the team to lead toward a solution of theconflicts.

Gerald Goldhaber & Hilary HoranDepartment of Speech CommunicationUniversity of New MexicoAlbuquerque, New Mexico 871.06

11-1

ORGANIZATIONAL COMMUNICATION AN ANALYSIS BASED ON EMPIRICAL DATA

by Marshall H. Brenner, Assistant Professorand Norman B. Sigband, ProfessorSchool of Business AdministrationUniversity of Southern CaliforniaLos Angeles, California 90007No. of Pages: 11Cost per copy (including mailing): 25Member of ICA

An effort was made to analyse the communication practices of amajor aerospace firm in a two step procedure.

Some 65 top level Nanagers were interviewed in the initial phase.This was followed by a 41 question mail survey of over 700 ofthe firm,s employees.

The data gathered provide an empirical basis for some of the gen-erally accepted principles:

Managers in the upper corporate hierarchy of an organizationare better informed than those lower,

Communications in an organization are more effective if theindividual receives them from his immediate superior.

Subordinates keep their superiors better informed when theformer knows what will be done with his ideas.

On the other hand, a few unexpected results were received amongwhich were:

Supervisors had more difficulty obtaining assistance thaneither their superiors or subordinates.

There seems to be logical answers for an individual's modeof communication--either oral or written or why he selectsone over another.

Over all the study does seem to indicate that each organizationdevelops a Communication Style that reflects internal patterns.

Dr. Norman D. SigbandSchool of Business AdministrationUniversity of Southern CaliforniaUniverstiy ParkLos Angeles, California 90007

AUDITIN THE IOMMUNICATION OF HUMAN SERVICE ORGANIZATIONS:ORGANIZATIONAL AND COMMUNICATION DIAGNOSIS OF ANTIPOVERTYAGENCIES

by Mark Hickson, IIIDepartment ;.1% Communication/Mississippi S'.ate. UniversityState College, Mississippi 3976213 pagesCost per copy $1.00Member of Orpinizational Communication Division

A field study wao conducted for the purpose cf determiningwhether a general systems model was applicable to an anti-poverty agency. The primary criterion for Auditing theeffectiveness of such agencies was "communtion adapta-tion". It was the uniqueness and universality of ti.amethodology employed that allowed for accurate aviditing.

Ideal and empirically-derived communication models wereconceptualized from appropriate theoretical and empiricowidata. Varied methodological tf. 'aiques were necessary toprovide holistic models. Among these techniques were par-ticipant-observation, interviews, and content analyses.

The results indicated that because of the formidablepolitical and social restraints antipoverty agencies ha7eextreme difficulty in appropriately adjusting to "negativeinformation input". Additionally, the ambiguity of theseorganizations operating under the aegis of an establi3hedinstitution creates "insLitutional schizophrenia".

Of major importance, this study re-discovered the impor-tance of the concept /%f power, which has been highly as-glected in communications research.

Mark Hickson, IIIDepartment of CommunicationsDrawer NJMississippi State UniversityState College, Mississippi 39762

EMPLOYEE KNOWLEDGE OF HOSPITALCOMPENSATION POLICIES AND SUPER-VISOR! EFFECTIVENESS

by Harish C. JainFaculty of BusinssMcMaster UniversityHamilton 16, Ontario, CanadaNo, of pages age.No cost per copy or mailingMember of Division: Organisational

Communication Division

An important assumption which underlies much of theindustrial Lnd hospital management literature is thatthe first-lilie supervisor is a key communicator oforganizational policitlu to employees. One aspect ofthis assumption is th:It employee knowledge of compen-sation policies is '14elated to the supervisor's per-formance. This aspect is investigated in this study.

Objective measures of cmployee knowledge of compen-sation policies were compared with measures of super-visory performance in the two hospitals selected forthis study.

No significant relationship was found between employeeknowledge and supervisory performance scores. Severalpossible reasons for this finding are suggested.

Dr. Harish C. JainAssistant ProfessorFaculty of BusinessMcMaster UniversityHamilton 16, OntarioCanada

11-4 1.3

MASS MEDIA PROFILE 0? AGRICULTURALSCIENTISTS AT TEXAS AM UNIVERSITY

by William S. TedrickDepartment of Agricultural CommunicationsTexas WI UniversityNumber pages -- 20Costs -- noneMember of Division IV

This survey attempts to establish a benchmark profile of how agri-cultural scientists of the Texas Agricultural Experiment Stationresearch staff perceive certain aspects of CA uses and importanceof mass media in communicating their research work.

Scientists were requested to respond to a series of survey questionsdesigned to reflect their opinions and attitudes around variablesrelated to (1) the importance they attach to masa media as a commu-nication tool for their work, (2) how they view audience priorities,(3) what role they should perform in mass media communication, and(4) certain messaGe-channel variables.

A stratified random sample of 91 scientists was drawn to receivethe survey form from which about two-thirds were returned for analysis.

The general profile developed from the data shows agricultural sci-entists to place only moderate importance on mass media as a commu-nication tool to further their research work. They devote an aver-age of 2 percent of their professional time to mass media communi-cations, but generally feel that they should spend more time in thisrole. They view the general public (i.e. the man on the street) asa very low priority audience, placing highest priority to specialistsand teachers who use the results of their work.

They tend to have a certain distrust for their co-workers who usemass media extensively, but qualify this attitude by saying each caseshould be considered on its individual merit. About 50 percent ofthe scientists feel they should be evaluated on their use of the massmedia as well as on their contribution to technical and professionaljournals. Scientists put high trust in farm magazines but considernewspapers to be rather low in credibility.

They agree universally that mass media is the single most importantsource of information on which their professional image is formedamong general public, and are not very sure about the present stateof their professional image.

William E. TedrickEditor and HeadDepartment of Agricultural CommunicationsTexas ASA UniversityCollese Station, Texas 77843

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THE DEVELOPMENT AND FIELD TESTING OF TWO INTERNALCOMMUNICATION MEASURING INSTRUMENTO

by David T. Burhans, Jr.California State College, Los AngelesLos Angeles, California 90032No. of pages: 99 (including sample instruments)Cost per copy (including mailing): $3.00

Two field studies were conducted for the purpose of designing andtesting communication measuring instruments sensitive to employees'preferences for particular communication policies within their or-ganisation, to employees' satisfaction with their organisation'sinternal communication practices, and to supervisors' assumptions(or misassumptions) about their employees' preferences and degreeof satisfaction.

As a result of the first study, three revised versions of theCOMMUNICATION POLICY PREFERENCE SCALE were constructed. The first--FORM A-- is maximally sensitive to differences in employees' be-liefs about and preferences for particular communication policies.The second revised scale--FORM B--is maximally sensitive to super-visors' misassumptions about their employees' communication beliefsand preferences. The third scaleFORM C--contains those itemswhich are maximally sensitive to both employees' beliefs and prefer-ences and supervisors' misassumptions about their employees' beliefsand preferences.

As a result of the second study, five revised versions of the INTER-NAL COMMUNICATION AUDIT were constructed. The first--FORM A-- ismaximally sensitive to differences in employees' degree of satisfac-tion with the internal communication practices operant in theirwork environment. The second revised scale--FORM B--is maximallysensitive to supervisors' misassumptions about their employees' sat-isfaction with particular internal communication practices. Thethird scaleFORM C--contains those items which are maximally sensi-tive to both employees' degree of satisfaction with internal commu-nication practices and supervisors' misassumptions about their em-ployees' satisfaction with those practices. The fourth revisedscale--FORM D--contains those items which are most sensitive fordetecting employees' dissatisfaction with particular internal com-munication practices. The fifth revised scale--FORM E--containsthose items %hich are maximally sensitive to both employees' dis-satisfaction with particular communication practices and supervi-sors' misassumptions about their employees' degree of satisfactionwith those practices.

Although the primary purpose of these two studies was to design andtest the communication measuring instruments described above, thedata gathered also permitted the making of certain statements aboutthe relationship among the employees' communication beliefs and pre-ferences, their supervisors' assumptions about those beliefs andpreferences, the employees' degree of satisfaction with internal com-munication, their supervisors' assumptions about their employees'degree of satisfaction, and two measures of workgroup productivity.

David T. Burhans, Jr.Department of Speech Communication and DramaCalifornia State College, Los Angeles5151 State College DriveLos Angeles, California 90032

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