EHBJ Vertical Network Project Sample

Situation Analysis

Dean Wilson, in charge of (EHBJ) of the Sunbelt University, made a number of accomplishments during her six years in authority. However, she gets disappointed on her evaluation as the committee awarded only a C+ on her overall performance. The justification of the committee about their evaluation was that Dean Wilson concentrated so much on the external affairs than on the internal affairs (Thomas, 1997). On her thoughts, she believed to have done much in the internal affairs but notes that the faculty might have not seen the efforts she made due to lack of communication. Wilson says the fact that she did not communicate to her seniors about her undertakings on daily basis made her efforts go unnoticed. On the same note, she fails to understand how daily communications could be achieved. Wilson worked closely with a number of departments in the University and the community, some of which were not involved in educational matters (Thomas, 1997).

In examining Dean Wilson’s scenario, the EHBJ is facing a problem with its vertical communication techniques that definitely resulted to her poor evaluation. Improvement in its vertical communication will positively affect the morale, commitment and productivity of the organization. Communication enhances good relationships between the management and other staff in an organization. It ensures upward and downward flow of information where organization’s leadership communicate is strategies and goals to other staff. The junior staff also finds room to communicate their needs, goals and achievements. If there were proper communication between the Dean and other managers in the institution, a good support would have been offered to her and the institution would have had more achievements. The dean was overwhelmed by many tasks at a go that could not have been witnessed by those around her due to lack of communication. The EHBJ, however, might face the challenges in restructuring this technique since there is no distinct channel of vertical information flow. This is evident from the Deans assertion of how she could have managed to deliver information about what she is doing on daily basis.

It is important to understand the audience that we intend to communicate to before delivering the information. In doing so, a profile of the audience helps to understand the preferences and the suitability of the medium to be used. It requires examination of the internal audience’s age, language they understand best, the medium of communication that they have access to and the nature of the information. In profiling, it is also important to look at the distribution of the employees in the organization such as being at the same location in the organization or dispersed. This information will help to match the right medium with the purpose of the communication.

Communication Objectives

An e-newsletter serves as a regular communication tool to the employees in the organization. It keeps updated of the on goings in the organization. One of the most important objectives of communication in an organization is to build a positive image of the organization’s products and services (Bernoff & Li, 2011). The newsletter communicates changes to the staff and other personnel in the organization such as introduction of new products and services and some other illustrations about the company. The newsletter serves as a tool to introduce new ideas, application and new methods of operation in a company. It also serves as a memorizer to the employees about products, services and prices. An e-newsletter does not just serve its purpose in the company but also to the external world, making it a good tool for external communication. The externally communicated newsletter tells customers on how to obtain the best goods and services from your organization. It helps solve customer problems and deal with them and this subsequently reduces customer calls to the company which sometimes may be nuisance. A newsletter also contains people featured in it from the organization and the achievements they have made towards the growth of the company. A newsletter is, therefore a powerful tool for marketing the organization and also creating the credibility between the company and the people society around (Bernoff & Li, 2011).


The Dean’s message is illustrated in a precise manner that is full of evidence supporting her complain. The Dean is introduced in lamentation of what was not her expectation from the people who accredited her. We are left in suspense to imagine why the dean is treated as such and one finds the urge to continue with the script and identify the nature of the problem. In the next beat, we are introduced to the Deans background life and her past achievements before working with the Sunbelt University. The responsibilities and the efforts of the Dean in the institution are clearly brought out. There hence, the activities that the Dean commits herself to do, most of which, are beyond her provisions in the institution are highlighted. At this point we begin to see the activities of the dean and compare with the grading that was awarded to her giving a picture that the Dean was underrated.

The article moves further to give the efforts of the Dean that she performed to the community around rendering her the most achieved in the person in the institution. The article captures one’s mind to ask him/her what the evaluation team considered in the accreditation of the Dean. The article then continues with its flow of thoughts by giving the reason leading to the judgment of the Dean. In its evaluation, the team explains that the Dean contributed much of her efforts to the external projects rather than the internal duties. The conclusion brings about an imagination that the evaluation team must have missed a mark in its process. This comes about especially after the Dean explains how she contributed much in the internal affairs only that the impact was not felt due to lack of communication. The Dean laments by claiming that she had no time to do so and most of all, she may have not known the right channel to do it. The thought process in this particular case is given in a manner that the reader gets the whole concept chronologically. The suspense that is created by the script eliminates any sense of boredom for the reader. The Dean’s message clearly illustrates what is expected of the e-newsletter in the manner of presentation of ideas. The ideas are brought out clearly without strain capturing the attention of the reader before illustrating the key points (Matha, Boehm & Brass 2008). A standard e- newsletter must capture the attention of the reader from the beginning to the end so that the reader is tempted to go through the whole information.

The action equation is an organization of what leaders require to communicate to the employees. The equation focuses a leader’s thinking on what employees are required to implement the strategy or support the position of a company about an issue. The equation elaborates further by saying that it is the thinking to address what the employees need to know and feel so that they can go ahead to take the bright actions. The equation further helps leaders to know what is important to communicate and eliminates communication that is time wasting. If one skips the assignment required to adequately elaborate all parts of the equation, the communication will be less effective and miss the valuable chance to drive execution and results (Matha, Boehm & Brass 2008).

Social Media Links

The medium of communication decides the effectiveness of the message to the audience. Print medium and face to face communication stand out to be the best method to convey information to the employees. Print medium comes in various forms such as newspapers and magazines. But the most effective form of print medium is one that contains attractive graphic designs (Meikle & Young, 2012). The graphic Illustrations capture the attention of the reader at the first glance making him/her to have a next look at it and even go through it. The newsletters that are presented in the print form can be easily handed out to the employees within the shortest time possible. To the external world, the customers can spend their little time possible to go through the newsletter and curry with them the slips. They may as well use the slips for future reference.

Another very effective method of communication that can be best used is the face to face communication. The method is said to be the most effective method of communication (Bernoff & Li, 2011).The method provides room for arguments, asking questions and immediate feedback. The face to face method of delivering information ensures that all who are present can get the right information in the language that they understand best. The meeting can be called by the manager at specific group of employees whom the message is intended to and delivered in a manner that suits their profile. Face to face communication is accompanied by body language and gestures and thus can effectively be used to emphasize the message that is being passed.

My recommendation to apply these forms of media in delivering the information in an organization will positively affect the vertical communication in a number of ways. First, the uniformity of information will be evident. There will be no problems of misguidance or misinterpretations of information. The message given in the print material is the same to all the individuals with the handouts. Face to face delivery of information will enhance the relationship between the junior and the senior staff since there is contact between them (Bruhn, Schoenmueller & Schäfer, 2012). The organizations workers get to be familiar with each other since the information briefings are given in gatherings where they meet and interact. These two methods of communication will not only improve communication skills but also increase the productivity of the organization. The reason for this being that issues affecting the organizations are addressed at the same time and take effect for every employee.