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Effective organizational communication is created and recreated with the coordinated activities of the members of organization, when efficiency of the interpersonal relations can be identified by adequate addressing of the following challenges:

- Globalization complicates the understanding of informational sharing, relationships, and systems.Worldwide economic, political, and systematic interconnection requires organizations’ “interdependence and integration” and burdens them with the conflicts “that guide and constrain communication”. In order to overcome conflict-based interactions, organization needs to improve multicultural understanding through the effective communication processes, which are enhanced with the advanced technologies.

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- Technological improvements dispute the rational decision-making process and place increased demand on the effective strategies of organizing. The communication process is no longer seen as a one-line message-transaction among sender and receiver, but rather as “a downward electronically-based process” of “organizational politics” that exercises power as “stemming from one’s position in a network and alliances among parties”. Furthermore, the interactions based on “centralized power of decision-making” and “chain of command” electronic transactions “create a number of barriers” for transferring complex messages and require “an increasing specialized set of skills” for successful informational flow without immediate feedback. Considering the conditions of network-based communication, organization needs to utilize the employee- and customer-oriented strategies based on the provision of tracking and feedback in order to compensate the lack of face-to-face communication and increase organizational development.

- Change of the organizational environment affects its identity and achievement of the long-term goals. External global and technological changes sophisticate organizational design and shape the organization’s “view of reality” through “communication of mission”, which should address “organizational needs” for achievement. Therefore, the transition from manufacturing to service economy requires the increased technological interactivity levels, which do not consider the social and human factors of interactive communication. These conditions impede creation of the organizational “sense of community” and create “tension between individuals and organizational needs”.

In addition, organization should adapt various strategies of organizing, match them with respective leadership models and focus on the people-oriented aspect in order to achieve organizational efficiency and benefit from sufficient organizational communication. In this respect, organization needs to utilize “control of relations” and “coordination of activities” in order to maintain individuals’ “autonomy, creativity and sociability” that are aimed to “meet the society or organization’s needs”.

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