The Role of Organizational Communicative Skills in Realizing the Goals of Media Institutions

Abstract

The study discuses the organizational communicative skills in realizing the goals of media institutions, which is an applied study  done on Khartoum Broadcasting for the period between 2021-2022. The research problem focuses on the lack of scientific method in dealing with organizational communicative skills. Moreover the study attempts to answer the following question: 'What are organizational communicative skills?' Also the study aims to expose the role of organizational communicative skills and their genuine  relationship with the efficiency and success of work. The study follows the descriptive survey method, and uses interview, observation and questionnaire as tools of data collection. Both theoretical and applied aspects of study reach to a number of results. The most important organizational communicative skills required in different media institutions' managers are organizational and coordination skills in business administration up to 85.7%, academic and personal skills up to 82.7%, communicative with writing and conversational skills along with spreading teamwork spirit up 80%, and technological and technical skills up to 74%. The study finds out that the most organizational communication type used is (meetings). Another finding by the study is that one of the problems of administrative communication is misunderstanding of information and distortion of communicative messages. The study recommends training managers on modern technology and identifying communication channels in a clear way.