Daud Olatunji
Babcock University’s Inaugural Lecturer, Professor Adekunle Binuyo, has called for prioritising effective communication as a fundamental driver of organisational success, particularly in Nigeria’s current climate of rising business operational costs.
Prof. Binuyo, the Head of the Business Administration department, highlighted the importance of communication in organisations during the University’s 50th inaugural lecture.
Themed “Unleashing Organizational Potential: Leveraging Management and Marketing Strategies for Sustainable Performance,” the lecture emphasized how communication fosters growth and sustains progress within organizations.
“Organisations cannot progress steadily without effective communication, whether horizontal, vertical, or diagonal,” Prof. Binuyo stated.
He urged businesses to view communication as critical, not just to growth but to long-term sustainability, arguing that organisations should also prioritize strong customer relations alongside communication as key pillars of operations.
Prof. Binuyo warned that communication breakdowns could lead to misunderstandings, missed opportunities, and damaged public perception, which could harm an organization’s brand and development.
He stressed that open, clear, and timely communication is crucial in promoting collaboration, improving decision-making, and enhancing employee engagement.
“Communication is fundamental to the smooth running of an organisation,” Binuyo said.
“No matter how inspiring an organization’s vision and mission might be, they may not spark the necessary drive and commitment in employees if these goals are not effectively communicated by management.”
The professor also extended his analysis to higher education institutions, noting that Nigerian universities can improve their brand acceptance by adopting more robust integrated marketing communication (IMC) and public relations strategies.
He cited a 2017 report from the Institute of International Higher Education, which noted that 11,710 Nigerian students enrolled in U.S. universities, marking a 9.7% increase from the previous year.
“One way to address the growing preference for foreign universities is through improved IMCs, especially for privately owned Nigerian universities,” Binuyo said.
He added that a strong communication strategy could help reverse the trend of Nigerian students seeking education abroad while attracting foreign students to local institutions.
In his recommendations, Prof. Binuyo urged leaders to model effective communication practices, encourage open dialogue, invest in regular communication training, and establish feedback mechanisms to enhance communication across all levels.
He also advocated for leveraging technology to streamline communication between departments.
“By recognizing and addressing communication gaps, organizations can unlock their full potential and drive sustainable progress,” he concluded.
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