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Running Head: The Third Battle of Bull Run 1 Business and Organizational Communication Name Institutional Affiliation
Running Head: The Third Battle of Bull Run 2 Business and Organizational Communication Introduction Organizational communication, in the field of business, plays an important role in the success of a business. It refers to the exchange of meaning and ideas by the organization's public. The public, in this case, could be internal that is, employees within the organization or external public referring to a shareholder, the media or consumers. In the business field, there are two forms of organizational communication; formal and informal communication which differ in terms of channel, formality, accuracy and the tool used for communication. Effective communication in an organization does not only help the management of a business to properly identify a business problem, but also helps in coming up with appropriate solutions. The first business problem facing Disney is lack of proper communication between the organization and its external publics. In September 1994, Michael Eisner, then Disney CEO, was creative enough to come up with the idea of building a Disney America theme park in Virginia which received resistance from residents of Virginia. The idea lacked much clarity or rather the

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