{"id":2658,"date":"2020-03-12T00:00:00","date_gmt":"2020-03-11T23:00:00","guid":{"rendered":"https:\/\/www.netpresenter.com\/knowledge-center\/understanding-and-shaping-organizational-culture-internal-communications-key-role"},"modified":"2025-06-13T12:04:54","modified_gmt":"2025-06-13T10:04:54","slug":"understanding-and-shaping-organizational-culture-internal-communications-key-role","status":"publish","type":"knowledge","link":"https:\/\/www.netpresenter.com\/knowledge-center\/organizational-culture\/understanding-and-shaping-organizational-culture-internal-communications-key-role","title":{"rendered":"Understanding and Shaping Organizational Culture \u2013 Internal Communication\u2019s Key Role"},"content":{"rendered":"\n<p class=\"yoast-reading-time__wrapper\"><span class=\"yoast-reading-time__icon\"><svg aria-hidden=\"true\" focusable=\"false\" data-icon=\"clock\" width=\"20\" height=\"20\" fill=\"none\" stroke=\"currentColor\" style=\"display:inline-block;vertical-align:-0.1em\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" stroke-width=\"2\" d=\"M12 8v4l3 3m6-3a9 9 0 11-18 0 9 9 0 0118 0z\"><\/path><\/svg><\/span><span class=\"yoast-reading-time__spacer\" style=\"display:inline-block;width:1em\"><\/span><span class=\"yoast-reading-time__descriptive-text\">Estimated reading time: <\/span><span class=\"yoast-reading-time__reading-time\">5<\/span><span class=\"yoast-reading-time__time-unit\"> minutes<\/span><\/p>\n\n\n\n<p>\u2018Culture eats strategy for breakfast,\u2019 management consultant Peter Drucker once said \u2013 and we definitely think this can be true. Companies disconnecting the two may be risking their success. However, while the majority of organizations spend lots of time and effort developing strategies and plans, the way people will work to deliver these can quickly be overlooked \u2013 resulting in a misalignment between strategy and the culture required to deliver the desired results. But if there are people in your organization, there will be a culture of some nature. Shaping your desired organizational culture is an ongoing process that requires constant effort, and internal communication will play a key role in every part of the process.<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Table of contents<\/h2><ul><li><a href=\"#h-organizational-culture-a-definition\" data-level=\"2\">Organizational culture: a definition<\/a><\/li><li><a href=\"#h-the-cultural-iceberg-model\" data-level=\"2\">The Cultural Iceberg Model<\/a><\/li><li><a href=\"#h-understanding-organizational-culture\" data-level=\"2\">Understanding organizational culture<\/a><\/li><li><a href=\"#h-shaping-organizational-culture\" data-level=\"2\">Shaping organizational culture<\/a><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-organizational-culture-a-definition\"><strong>Organizational culture: a definition<\/strong><\/h2>\n\n\n\n<p>We think of organizational culture as the \u2018social glue\u2019 within an organization. It is the collection of beliefs, values, norms, and methods of interaction that create an organization\u2019s environment and make up an organization\u2019s personality. Leading culture academic Edgar Schein <a href=\"https:\/\/www.leadershipandchangemagazine.com\/edgar-schein-on-culture\/\">defines culture<\/a> simply as \u2018how an organization organizes itself internally\u2019. Additionally, he provides a more in-depth description, defining culture as \u2018the sum total of everything an organization has learned in its history in dealing with the external problems \u2013 which would be goals and strategy\u2019. In other words: \u2018The way things are done around here\u2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-cultural-iceberg-model\"><strong>The Cultural Iceberg Model<\/strong><\/h2>\n\n\n\n<p>According to American anthropologist Edward Hall, organizational culture (in whatever form) comes about at three different levels. These levels are often displayed in the metaphor of an iceberg. Hall developed the Cultural Iceberg Model in the 1970s as an analogy for the cultural codes that prevail in any society, but it\u2019s still applicable today. The model is inspired by the icebergs found in polar seas: they have visible parts above the water\u2019s surface, but up to 90% of an iceberg\u2019s actual mass remains hidden underwater. Hall\u2019s iceberg levels indicate what factors of organizational culture are above and below the \u2018surface\u2019 \u2013 or what can and cannot be observed.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.netpresenter.com\/wp-content\/uploads\/2020\/12\/02_EdgarScheinModel_en.png\" alt=\"\" class=\"wp-image-38458\"\/><\/figure>\n\n\n\n<p><strong>Level one<\/strong> lies above the surface: the \u2018artifacts\u2019 or the visible part of your organization\u2019s culture. This part can be noticed, but not necessarily understood, by a visitor or \u2018outsider\u2019 in the form of (among other things) physical artifacts such as a building\u2019s interior, office design and decoration, appearance, perks and benefits, and technology, as well as your organization\u2019s own language, rewards or recognition, visible traditions, social practices, and even office jokes.<\/p>\n\n\n\n<p>Level two and three lies below the surface \u2013 they\u2019re less visible and prominent.<\/p>\n\n\n\n<p><strong>Level two<\/strong>, the \u2018espoused values\u2019, are what an organization says it stands for and claims to value, such as published organizational values or a mission. These are stated goals, and they reflect the members\u2019 shared opinion on \u2018how things should be\u2019. They can be the \u2018public relation face\u2019 of the organization, though it does not always match the reality.<\/p>\n\n\n\n<p><strong>Level three<\/strong>, the \u2018basic assumptions\u2019, are your employees\u2019 core beliefs. They can heavily influence how people act and interact, although they are not always conscious assumptions. A basic assumption is a kind of belief that is taken for granted as a fact, and so it is never challenged, e.g., \u2018it is best to speak up when I have a good idea\u2019. A pattern of these evolves among the members of a social group such as an organization and makes up the core of the culture.<\/p>\n\n\n\n<p>If we keep in mind Hall\u2019s iceberg model, organizational culture can feel intangible, and in some ways, it is. <a href=\"https:\/\/www.netpresenter.com\/internal-communication\">Internal communication<\/a> is an instrument that helps to expose your organizational culture\u2019s intangible factors. Its key role regarding organizational culture displays itself in two important processes: understanding organizational culture and shaping organizational culture.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-understanding-organizational-culture\"><strong>Understanding organizational culture<\/strong><\/h2>\n\n\n\n<p>Organizational culture is something personal, and new hires or even existing employees might have trouble in discerning it and going beyond the artifact level of culture \u2013 its visible layer. Internal communication plays a key role in exposing the impalpable factors of organizational cultures, such as thoughts, values, and beliefs. Effective internal communications will bring your company values and assumptions above the surface. It provides insight into cultural settings and enables a better understanding of the organization, helping your employees align your company values and culture. Higher levels of alignment will result in <a href=\"https:\/\/www.forbes.com\/sites\/forbeshumanresourcescouncil\/2020\/03\/02\/the-importance-and-challenges-of-employee-alignment\/\" target=\"_blank\" rel=\"noreferrer noopener\">a behavior pattern of high performance<\/a> and positive assertiveness \u2013 and who wouldn\u2019t want that?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-shaping-organizational-culture\"><strong>Shaping organizational culture<\/strong><\/h2>\n\n\n\n<p>While internal communication helps you make the espoused values of your organization tangible, your communication channels are also a helpful tool to shape your organizational culture. Communicating about your values and assumptions will, for example, instill a culture of transparency, which creates an environment that leaves employees feeling valued. Transparency nurtures a type of comfort that allows employees to communicate effectively and thus progress. As a result, it will instill the basic assumption that honesty is the best policy.<\/p>\n\n\n\n<p>The basic assumptions in your organization dictate your espoused values and artifacts. However, your basic assumptions can also be affected by your espoused values, and your artifacts will have to be adjusted accordingly. Your culture iceberg\u2019s levels are all interlaced and interact with each other. Internal communication will function as the thread that exposes them all.<\/p>\n\n\n\n<p>Do you want to deploy your internal communication channels to bring the hidden layers of your organizational culture to the light? We are always excited to help you understand or shape your organizational culture. Don\u2019t hesitate to <a href=\"https:\/\/www.netpresenter.com\/talk\" target=\"_blank\" rel=\"noopener\">get in touch<\/a> with our consultants! Or download the <a href=\"https:\/\/www.netpresenter.com\/knowledge-center\/organizational-culture\/13-reasons-why-a-strong-organizational-culture-is-important\">free infographic<\/a> which explains why organizational culture is important.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/www.netpresenter.com\/knowledge-center\/organizational-culture\/13-reasons-why-a-strong-organizational-culture-is-important\"><img loading=\"lazy\" decoding=\"async\" width=\"944\" height=\"200\" src=\"https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1.png\" alt=\"download banner\" class=\"wp-image-10538\" srcset=\"https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1.png 944w, https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1-300x64.png 300w, https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1-768x163.png 768w, https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1-640x136.png 640w, https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1-330x70.png 330w, https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1-755x160.png 755w, https:\/\/www.netpresenter.com\/wp-content\/uploads\/2022\/05\/download_banner_v1-817x173.png 817w\" sizes=\"auto, (max-width: 944px) 100vw, 944px\" \/><\/a><\/figure>\n\n\n    <div class=\"faq-section is-block\">\n        <div class=\"faq-list-box\">\n            <div class=\"faq-list\">\n                                                                <div class=\"faq-item\" itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n        <h4 class=\"faq-question\" itemprop=\"name\">How can we assess whether our internal communication is supporting the desired culture?<\/h4>\n        <div class=\"faq-answer nmp-last-el\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n            <span itemprop=\"text\">\n                <p>Cultural alignment can be measured through employee feedback, engagement surveys, communication audits, and behavioral observations. The article suggests looking at how well employees understand and embody company values, as well as how information flows across the organization. If there is clarity, engagement, and two-way interaction, communication is likely supporting a positive culture.<\/p>\n            <\/span>\n                    <\/div>\n    <\/div>\n                                                <div class=\"faq-item\" itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n        <h4 class=\"faq-question\" itemprop=\"name\">Which internal communication tools support a strong organizational culture?<\/h4>\n        <div class=\"faq-answer nmp-last-el\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n            <span itemprop=\"text\">\n                <p>Tools that enable continuous, transparent, and accessible communication are most effective. The article references digital signage, employee apps, desktop alerts, and screensavers\u2014all offered by Netpresenter\u2014as ideal channels. These tools allow organizations to reach employees across departments and locations with consistent messaging, ensuring that cultural values are reinforced wherever people work.<\/p>\n            <\/span>\n                            <div class=\"sol-btn-wrap\">\n                                                <a class=\"btn\" href=\"https:\/\/www.netpresenter.com\/employee-communication-platform\/tools\"><span>View all tools<\/span><\/a>\n                                                    <\/div>\n                    <\/div>\n    <\/div>\n                                                <div class=\"faq-item\" itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n        <h4 class=\"faq-question\" itemprop=\"name\">What role does leadership communication play in shaping culture?<\/h4>\n        <div class=\"faq-answer nmp-last-el\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n            <span itemprop=\"text\">\n                <p>Leadership communication sets the tone for the entire organization. When leaders communicate transparently and authentically, they model the culture they wish to promote. The article emphasizes that employees tend to emulate leadership behavior; thus, when leaders consistently convey core values, encourage dialogue, and recognize desired behaviors, they actively shape a healthy culture.<\/p>\n            <\/span>\n                    <\/div>\n    <\/div>\n                                                <div class=\"faq-item\" itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\">\n        <h4 class=\"faq-question\" itemprop=\"name\">How does internal communication influence organizational culture?<\/h4>\n        <div class=\"faq-answer nmp-last-el\" itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\n            <span itemprop=\"text\">\n                <p>Internal communication is a cornerstone of organizational culture because it shapes how employees perceive values, behaviors, and expectations. Clear and consistent messaging reinforces shared goals, highlights desirable conduct, and cultivates a sense of belonging. According to the article, communication helps embed cultural values in daily routines and employee mindsets, making them more than abstract ideals.<\/p>\n            <\/span>\n                    <\/div>\n    <\/div>\n                                                <\/div>\n        <\/div>\n    <\/div>\n","protected":false},"author":22,"featured_media":2660,"template":"","cat_know_type":[25],"cat_know":[77],"class_list":["post-2658","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","cat_know_type-blogs","cat_know-organizational-culture"],"acf":[],"yoast_head":"<title>Understanding and Shaping Organizational Culture<\/title>\n<meta name=\"description\" content=\"Shaping your desired organizational culture is an ongoing process and internal communication plays a key role in every part of the process.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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