EFFECTIVE COMMUNICATION STRATEGIES FOR ENHANCING ORGANIZATIONAL CULTURE

Abstract

This study aims to: 1. examine the effective communication strategies for enhancing organizational culture; 2. analyze the strengths, weaknesses, opportunities, and threats (SWOT) of effective communication strategies for enhancing organizational culture; and 3. develop effective communication strategies for enhancing organizational culture. The research employs a multiphase mixed-method research design, integrating both quantitative and qualitative data collection. The sample consists of 351 organizations or agencies involved in communication strategies. Research instruments include an assessment form for evaluating the appropriateness of the conceptual framework, a questionnaire on the current and desired states of effective communication strategies, and an assessment form for feasibility and appropriateness evaluation. Quantitative data are analyzed using descriptive statistics, including percentage, frequency, mean, standard deviation, and the modified priority needs index (PNIModified). Qualitative data are analyzed through content analysis.

          The research findings reveal that; 1. The conceptual framework of effective communication strategies consists of 5 categories: (1) Message Clarity (2) Communication Channels (3) Openness in Communication (4) Feedback and Engagement and (5) Leadership Communication. 2. The analysis of strengths, weaknesses, opportunities, and threats (SWOT) in effective communication strategies indicates the following; Strengths; Enhances mutual understanding within the organization, strengthens relationships and trust, improves decision-making efficiency, and fosters employee motivation and engagement. Weaknesses; Requires resources and time for management, faces challenges from cultural and language differences, risks information overload, and is susceptible to miscommunication or distortion. Opportunities; Leveraging digital technology to enhance communication efficiency, the growing trend of flexible work arrangements, the shift towards participatory management approaches, and the increasing demand for transparency among modern employees. Threats; Rapid technological changes and evolving communication platforms, the challenge of informal information dissemination, data security and privacy concerns, and resistance to change. 3. Effective Communication Strategies for Strengthening Organizational Culture Consist of 5 key strategies; (1) Defining the organization's vision, mission, and values. (2) Utilizing diverse communication channels. (3) Implementing two-way communication. (4) Leveraging leadership as a role model in communication. (5) Motivating employees through communication. And 6) Measuring and refining communication strategies.