Unit 1: Communicate in a Business Environment Assignment

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Areas covered:
UNIT 1: COMMUNICATE IN A BUSINESS ENVIRONMENT
Please answer all the questions:
AC1.1 Analyse the communication needs of internal and external stakeholders
Internal Stakeholders: Communication helps in every field of the business. There is the need
to improve communication with company's internal stakeholders such as team members,
managers and other departments. Communication with internal stakeholder always help to
create a positive environment in company. They use direct channel of communication such as
face to face through meetings or telephonic conversation (Avena-Koenigsberger, Misic and
Sporns, 2018). There is the need to communicate with internal stakeholders because
sometimes, employees of a company become de- motivated if they see/ hear negative stories
about their company. In this particular time, they need support and motivation from their
upper authority which is possible through direct communication. Strong relationship with
internal stakeholders help to achieve success and progress in the future.
External Stakeholder: To generate higher revenue and profit, external
communication is also needed. Customers, products or service suppliers with regulatory
bodies come under external stakeholders. There is the need to communicate well with
external stakeholders because they help to maintain long term relations with customers which
help to create more revenue and maximize profit. Customers and other regulatory bodies are
important parts of company (Rittmaster and Piccionelli, 2018). They use indirect and chain
system to communicate such as email, short message system, social media, Facebook or new
technology. Better external communication helps to improve the image of company and
increase awareness about the products and services which company offered.
AC1.2 Analyse the different communication models that support administration

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Shannon and Weaver Model: This model has three primary parts like senders,
channel and receiver. The main aim to design this model is to develop effective
communication between sender and receiver. It also finds factor called noise which affects
the communication process (Models of Communication,2018). In administration department,
this model helps to increase human communication and it is more effective in person to
person communication rather than group or mass audience. There is absence of feedback in
this model; so, only sender who speaks and receiver who can hear the voice are, two persons
who can use this model while communication.
David Berlo: Berlo modified Shannon model of communication by using 4 elements
such as sender- message- channel- receiver. To make communication more efficient, Berlo
use individual component in communication. The model’s main focus is on encoding and
decoding which generally happen before sending and receiving a message. In every
department of a company, sender and receiver exchange their information but through which
channel they communicate. Berlo find a way of medium l such as through hearing, seeing,
touching, smelling or testing.
Schramn: Schramn modified Shannon and Berlo model of communication believed
that employee's knowledge, experience and his background plays an important role in
communication. According to him, communication is described through message, source/
encoder, form, channel and receiver (Smith and et.al., 2018). To understand employee’s
behavior and his background, upper authority must communicate with him by using all five
dimensions of communication. In this model, coding and decoding play an important role,
when information reaches to receiver he must understand what speaker try to convey by the
terms of his behavior, culture etc.
Illustration 2: Berlo Model of Communication
Illustration 1: Shannon Model of Communication

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AC1.3 Evaluate the effectiveness of different communication systems
Organizational communication system refers to sending or receiving message through
individuals with a particular environment in order to achieve common goals. This
communication helps to complete the tasks using policies and procedures and it develops
relationship which helps to transfer message from people to organization. There are various
types of organizational communications such as:
Top Down: This communication covers limited group of people which impact less on
complete organization.
Advantages
Organization focuses more on the usage of resources
Helps in better decision making
To identify management solution; this communication system helps to resolve the problems
(Ocasio, Laamanen and Vaara, 2018).
Using this communication system helps to increase accuracy and speed
Disadvantages
Provide limited coverage area
Need to develop customer’s connection at early stage
Overall, business will not be able to understand the benefit of solution
Cost of implementation is quite higher
Bottom up: It creates high impact on the organization and earlier return on investment.
Advantages
It can help to replace manual process
Benefits of communication can be realized at early stage
Need to develop early customer relation
Covers a large area of communication (Hovland and Lumsdaine, 2017).
Disadvantages
Techniques may change in the future.
It requires a great cooperation and immediate changes in communication.
Strategies made in bottom up method are driven by existing infrastructure rather than
business process.
One way: This type of communication transferred in one direction only, there is no
opportunity from the side of receiver to give feedback.
Advantages
It consumes time.