Effects of Strategic Communication to the Efficiency and Success of Banks

Purpose: The benefits of effective communication include: helping the managers to perform the basic functions such as planning, organizing, motivating and controlling; serving as the foundation of every facet of strategy implementation; sustaining motivation, helps the employer to know how a job is being performed, helps in the decision making process, helps in identifying the alternative course of action, building people's attitude, controlling the process strategic planning, allows the managers to know about the grievances of the subordinates and helps the subordinates to know about the policies of the organization and, raising the morale of the employees during strategy implementation. The general objective of the study was to access the effects of strategic communication to the efficiency and success of banks. Methodology: The paper used a desk study review methodology where relevant empirical literature was reviewed to identify main themes and to extract knowledge gaps. Findings: The study found out that that strategic communication influences efficiency and success of banks. To survive in the world of today, most businesses have adopted communication strategies to educate their customers about their products and services in order to position themselves against their competitors. For an organization to succeed, it must have a sound plan on how to educate its target customers about the products and services that they offer. A communication strategy starts with interacting with one customer and then the whole world. Recommendations: The study recommends that there is need for employees need to understand the communication in order to give their best support to the organization during the process of strategic planning. Too many well-designed change management programmes fail to achieve their full potential because the message is not properly communicated to the people whose support is needed to implement the new strategy. It should be noted that it is not so much the actual amount of communication that occurs, but how employees perceive this amount