An evaluation of the effectiveness of communication channels used at Pride Microfinance Uganda Limited

Abstract

In microfinance institutions just like any other organization, effective communication is vital not only in enhancing efficiency and decision making but also a prerequisite in attaining an organizational strategy by positively involving employees in the organization. Unfortunately in Pride Micro Finance internal and external communication remains still wanting even with the availability of communication guidelines. This study thus evaluated the effectiveness of the different channels of communication used in Pride microfinance Limited. The study specifically limited itself to different communication channels used, barriers which affect the effectiveness of the different communication channels and the effectiveness of the different communication channels used in Pride Microfinance limited The study made use of a cross sectional study design in which questionnaires and interviews were administered to 90 members of staff. The study found among others that the most commonly used communication channels were internet, face to face, newspapers, written communication, mobile telephones and text messaging, Staff training-days and group meetings. The study found the barriers communication barriers that exist in communication channels as poor perception of recipients, time constraints, unclear messages and technological failure. The study found highly effective communication channels as e-mailing, face to face, trainings, television through adverts and talk shows and the meetings. The study based on the findings concluded that the most commonly used communication channels were internet, face to face, newspapers, written communication, mobile telephones and text messaging, Staff training-days and group meetings. It also concluded that internet, face to face, newspapers, written communications, mobile telephones and text messaging with emailing and face to face as the highly effective communication channels among others. It was also concluded that poor perception of recipients, time constraints, unclear messages and technological failure were the communication barriers that exist in communication channels. It was thus recommended that the management of pride microfinance should supplement internet, newspapers, written communication, mobile telephones and text among others with Video mediated conferences. It was also recommended that sensitization programs geared towards changing the perception of the staff be in place and special training on communication skills be instituted to enhance clarity in the communication disbursed.