Organizational Communication through Spokesperson to Enhance Awareness, Comprehension of Organizational Direction, and Employee Engagement via KULib Mini Talk Short Videos

Abstract

             This study aims to improve internal communication at the Kasetsart University Library through KULib Mini Talk, a series of short videos based on the concept of “1 Message for ALL.” The videos serve as a tool for senior management to communicate organizational direction to staff, fostering awareness, understanding, and engagement while addressing the limitations of message distortion due to multi-level communication. The implementation involves six steps, with key steps including script preparation using the 5W+1H framework and utilizing visual aids to make complex contents easy to understand. The results showed that the videos effectively summarized complex and large amounts of information, enabling mid-level managers to accurately and clearly communicate key points to staff. This led to consistent understanding and aligned operations across the organization. A total of 16 short videos were produced, 68% of employees had received organizational updates through the videos, with an overall satisfaction rating of 85.2%. Additionally, 86.8% found the content beneficial, and 86.2% considered it clear and comprehensive.