Strategic communication is a form of strategic action that is central for organisational development as it regarded as a major contributor to organisational efficiency. The main purpose of this study is to identify communication patterns used by Keretapi Tanah Melayu Berhad (KTMB), to analyse the relationship between communication patterns and strategic communication as well as to analyse the influence of these patterns on strategic communication. Communication patterns that being analysed are top-down communication, bottom-up communication, horizontal communication, diagonal communication and external communication. Elements of strategic communication that being discussed are communication planning, top management support, targeted messages, selection and use of communication tools, on-going assessment and work culture. The determination of these elements were based on Strategic Communication Model by (Barret, 2002). Barret's model has been modified by adding two more elements namely communication planning and work culture. This study using a content analysis and survey method. A total of 28 complaints about commuter services sent via e-mail by KTMB customers were collected and analysed using a content analysis approach. Then, a survey was conducted on 200 respondents among commuter staffs to identify the communication pattern used and how strategic communication was practiced in KTMB. The findings showed that customers often complaint to KTMB and most of the complaints are related to service management and work culture. At the same time, KTMB was practiced horizontal communication and external communication compared to vertical and diagonal communication patterns in their daily activities. Through correlation analysis, the study found that there is a positive relationship between communication patterns and strategic communication. Meanwhile, regression analysis showed that communication patterns had influence a total of 52.4 percent variance towards strategic communication.
Yusof, A. A. (2010). Gelagat organisasi: Satu pendekatan strategik. Sintok: Penerbit Universiti Utara Malaysia.
Ahmad, A. M. (2006). Komunikasi di tempat kerja. Kuala Lumpur: Dewan Bahasa dan Pustaka.
Kechot, A. S. (2015). Bentuk komunikasi dalam menangani peranan kepimpinan Badan Bukan Kerajaan (NGO) perfileman. Jurnal Komunikasi. 31(2): 423- 439.
Aziz, A. A. (2016). Peranan teknologi komunikasi dan sumbangannya ke arah perkembangan komunikasi dalam organisasi yang berkesan. Forum Komunikasi. 11(2): 51-64.
Nasurdin, A. M., Osman, I., & Ahmad, Z. A. (2006). Pengantar pengurusan. Siri Pendidikan Jarak Jauh. Kuala Lumpur: Utusan Publications & Distributors Sdn Bhd.
Arasa, R., & K’Obonyo, P. (2012). The Relationship between Strategic Planning and Firm Performance. International Journal of Humanities and Social Science. 2(22): 201-213.
Barret, D. J. (2006). Leadership communication: A communication approach for senior-level managers. Handbook of Business Strategy. Emerald Group Publishing.
Bharadwaj, A. (2014). Planning internal communication profile for organizational effectiveness. IIM Kozhikode Society & Management Review. 3(2): 183-192. http://doi/full/10.1177/2277975214542059 [05 Mac 2018].
Butler, C. J. (2010). Internal and lateral communication in strategic alliance decision making. An International Journal. 15(3): 698-712.
Noh, C. H. C., & Yusof, A. A. (2011). Kemahiran komunikasi interpersonal dalam organisasi. Kuala Terengganu: Penerbit Universiti Malaysia Terengganu.
Clampitt, P. G. (2005). Communicating for managerial effectiveness. Edisi ke-3. London: Sage Publications.
David, F. R. (2001). Pengurusan strategik: Konsep dan kes. Mohd Hizam Hanafiah (terj.) & Mohd Khairuddin Hashim (pnyt). Edisi ke-8. Pearson Malaysia Sdn. Bhd.
Day, C., Niekerk, M. V., & Okumus, F. (2017). The important of strategic communication during change management at Palm College of Hospitality and event management. Journal of Hospitality & Tourism. 5(3): 87-92.
Falkheimer, J. (2014). The power of strategic communication in organizational development. International Journal of Quality and Service Sciences. 6(3): 124-133. http://doi.org.https.sci-hub.tw/10.1108/IJQSS-01-2014-0007 [11 Januari 2018].
Frandsen, F., & Johansen, W. (2015). Organizations, stakeholders, and intermediaries: Towards a general theory. International Journal of Strategic Communication. 9(4): 253-271. http://doi.org/10.1080/1553118X.2015.1064125 [23 Jan. 2018].
Griffin, R. W., & Ebert, R. J. (2006). Bisnis. Sita Wardhani. Jilid 1. Edisi ke-8. Terj. Jakarta: Penerbit Erlangga.
Government Communication Service. (2014). Writing a communication strategy. London: Government Communication Service.
Iloafu, L. E. K. (2016). The role of effective communication in strategic management of organizations. International Journal of Humanities and Social Science. 6(12):93-99.
Institut Integriti Malaysia & Pelan Integriti Nasional. t.th. Budaya etika dan integriti membentuk budaya kerja cemerlang. http://www.audit.upm.edu.my/berita/budaya_etika_dan_integriti_membentuk_budaya_kerja_cemerlang-20715 [20 Julai 2017].
Manan, K. A., Nor, S. M., & Omar, B. (2013). Model penilaian Kirkpatrick: Mengkaji pengaruh komunikasi terhadap keberkesanan latihan. Jurnal Komunikasi. 29(2): 31- 50.
Thukiman, K. (2003). Perancangan dan pengurusan strategik organisasi: Suatu analisis. Jurnal Kemanusiaan. 16(1): 1-9.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement. 30(3): 607-610. https://doi.org/10.1177/001316447003000308 [25 April 2018].
Mahoney, J. (2013). Strategic communication: Principles and practice. South Melbourne: Oxford University Press.
McLean, G. N., & Egan, T. M. (2008). Applying organization development tools in scenario planning. Advances in Developing Human Resources. 10(2): 240-257. http://journals.sagepub.com/doi/pdf/10.1177/1523422307313328 [05 Mac 2018].
Awang, M. S., & Abdullah, Z. (2012). Hubungan antara pertimbangan pemimpin, pertukaran komunikasi dan komitmen organisasi. Jurnal Komunikasi. 28(1): 121-136.
Abdullah, M. H. A., & Tahir, L. M. (2014). Amalan perkongsian ilmu di Institusi Pendidikan Teknikal Mara. International Seminar on Technical and Vocational Education 2014. (TVEIS 2014), hlm: 384-405.
Ghani, M. Z., & Ahmad, A. C. (2008). Strategi untuk mengembangkan kemahiran berkomunikasi kanak-kanak berkeperluan khas. Pendidikan Khas 8(2): 5-13.
Ridha, M. (2013). Hubungan strategi komunikasi pemasaran dengan kepuasan pelanggan Rental Ultradisc Banda Aceh. Tesis Sarjana. Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Syiah Kuala.
Mujiasih, E., & Ratnaningsih, I. Z. (2012). Meningkatkan work engagement melalui gaya kepemimpinan transformasional dan budaya organisasi. Seminar Nasional, hlm. 1-20.
Newman, A. (2016). Communication planning: A template for organizational change. Cornell Hospitality Report. The Center for Hospitality Research (CHR), Cornell University.
Newstrom, J. W. (2015). Organizational behaviour: Human behaviour at work. Edisi ke-14. United States of America: McGraw Hill.
Pate, R. R., & Buchner, D. M. (2013). Implementing physical activity strategies. United States: Human Kinetics.
Peters, T. J., & Waterman, R. H. (1992). Mencari kecemerlangan: Rahsia kejayaan Syarikat Amerika. Edisi Bahasa Malaysia. Wan Sakinah Wan Abrahim (terj.). Kuala Lumpur: Dewan Bahasa dan Pustaka.
Prasetyo, A. E. (2011). Pengaruh budaya kerja terhadap perilaku kerja dan kinerja karyawan pada PT. Bank Pembangunan Daerah (BPD) Banyuwangi. Tesis Sarjana, Fakultas Ekonomi, Universitas Jember.
Ressler, W. H. (2012). When “Play for Pink” became playing for each other: Team cohesion as a goal of socially responsible strategic communication. Case Studies in Strategic Communication. 1(4): 38-68.
Mohammed, R. (2016). Audit Komunikasi Organisasi. UUM Press: Penerbit Universiti Utara Malaysia.
Samsudin, A. R. (1993). Komunikasi asas. Kuala Lumpur: Dewan Bahasa dan Pustaka.
Nor, S. M., & Abd Hadi, Z. (2005). Perancangan strategik organisasi melalui pelaksanaan balanced score card. Jurnal Pengurusan Awam. 4(1): 64-76.
Saad, S., & Talib, K. A. (2015). Implimentasi budaya kerja Jepun dalam organisasi di Malaysia. Malaysia Journal of Society and Space. 11(6): 1-10.
Idid, S. A. (1998). Kaedah penyelidikan komunikasi dan sains sosial. Ulang cetak. Kuala Lumpur: Dewan Bahasa dan Pustaka.
Thomas, G. F., & Stephens, K. J. (2015). An introduction to strategic communication. International Journal of Business Communication. 52(1): 3-11.
Upik, A. S. E. P. (2016). Strategi komunikasi program “Anti Pemadaman (Zero Trip Feeder) PT PLN (Persero) area Surakarta PT PLN (PERSERO) area Surakarta dalam mengurangi pemadaman listrik tahun 2014. Tesis Sarjana, Program Studi Ilmu Komunikasi Fakultas Ilmu Sosial dan Politik, Universitas Sebelas Maret Surakarta.
Walker, R. (2011). Strategic management communication for leaders. Jack W. Calhoun. Edisi ke-2. United States of America: South-Western Cengage Learning.
Sulaiman, W. I. W. (2015). Komunikasi dalam sektor awam. Mohd Safar Hasim & Samsudin A. Rahim. Bangi: Penerbit Universiti Kebangsaan Malaysia.
Sulaiman, W. I. W., & Mahbob, M. H. (2014). Kesignifikanan model kepuasan komunikasi dalam konteks pengurusan maklumat sektor awam. Jurnal Komunikasi. 30(1): 97-115.
Sulaiman, W. I. W., & Mahbob, M. H. (2015). Hubungan komunikasi keorganisasian dengan perancangan strategik modal insan Universiti Kebangsaan Malaysia. Jurnal Komunikasi. 31(2): 1-14.
Wibowo, A. A. (2013). Pengaruh iklim komunikasi organisasi dan budaya kerja terhadap kinerja guru SMK negeri 11 Semarang. Tesis Sarjana, Program Pendidikan Ekonomi, Fakultas Ekonomi, Universitas Negeri Semarang.
World Health Organization. (2017). WHO strategic communications framework for effective communications. Geneva: World Health Organization.
Makhbul, Z. M., & Hasun, F. M. (2003). Mengurus latihan dan kerjaya: Ke arah meningkatkan kesetiaan pekerja. Petaling Jaya: Leeds Publications.
Yusof, Z. M. (2009). Kemahiran komunikasi. Ampang: Dawama Sdn. Bhd.
In-Text Citation: (Mahbob et al., 2022)
To Cite this Article: Mahbob, M. H., Ibrahim, N. A. N., & Hassan, M. S. (2022). The Influence of Communication Patterns on Strategic Communication. International Journal of Academic Research in Business and Social Sciences, 12(10), 2903– 2916.
Copyright: © 2022 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
