Communicating the leadership message over and over again in many different circumstances lets employees come to a better understanding of what the leader wants, what the organization needs, and how they fit into the picture. In time, leader and followers form a solidarity that is rooted in mutual respect. When that occurs, leader and followers can pursue organizational goals united in purpose and bonded in mutual trust.
The chief aim of organizational communications is to ensure that everyone understands both the external and internal issues facing the organization and what individuals must do to contribute to the organization's success. Communications belongs to everyone in the organization; it is not a functional responsibility limited to marketing, public relations, or human resources. Communications must become a core competency—the responsibility of everyone within the organization. Toward this end, management must establish a climate that ensures that employees feel free to express their ideas and concerns. At the same time, management must be clear in its expectations for individuals, teams, and the organization. Management must also structure its communications in ways that are meaningful and in keeping with the culture of the organization.