A Study of Effective Communication Strategies in a Digital Age

The assignment content emphasizes the importance of proper communication management in various aspects of business. It highlights that data can be stored using cloud computing to ensure it is not lost, and access should be limited to authorized personnel only. The report also discusses strategies for improving access to information and knowledge systems, such as installing digital technologies like fingerprint technology. Additionally, the report concludes that proper communication management is crucial in establishing new businesses, maintaining relationships with stakeholders, and coping with technological advancements.

MANAGING
COMMUNICATION

TABLE OF CONTENTS
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
1.1 Discussion about the range of decisions needs to be taken at the time of starting business..3
1.2 Examination of the information and knowledge....................................................................4
1.3 Assessment of the internal and external sources of information and understanding.............4
2.1 Identification of stakeholders for the decision making process.............................................5
2.2 Developing business relations with stakeholders..................................................................5
2.3 Involvement of stakeholders in decision making...................................................................6
1.4 & 2.4 Strategies for improvement and justification of recommendation...............................6
Task 2...............................................................................................................................................7
3.1 Existing processes of communication within HMRC............................................................7
3.2 Ways to improve appropriateness..........................................................................................7
3.3 Implementation of improvements for communication process.............................................8
Task 3...............................................................................................................................................8
3.4 Personal communication and development plan....................................................................8
Task 4.............................................................................................................................................10
4.1 Existing approaches to the collection, formatting, storage..................................................10
and dissemination of information and knowledge....................................................................10
4.2 Changes to improve the collection, formatting, storage and dissemination of information
and knowledge...........................................................................................................................10
4.3 Strategy to improve access to systems of information and knowledge...............................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12
2

INTRODUCTION
Managing communication includes a process of systematic planning, implementing,
monitoring and revising of all the channels of communication within organizations. Now days,
business unit relies on information control in order to fulfill its objectives (Balsen and Heinrichs,
2007). For managing communication, various methods and equipments are used such as
communication system, small group discussion, presentation using PPT, etc. This report is
mainly focused on the new start up of a coffee shop in the UK. Detailed discussion has been
made on the assessment of information and knowledge used by organization and also on the
ability of an entrepreneur to create strategies for increasing the personal networking which will
be required in decision making process. Further, discussion has been made on the ability of
developing the communication process and improvement of systems relating to information and
knowledge.
TASK 1
1.1 Discussion about the range of decisions needs to be taken at the time of starting business
In today's competitive era, setting up a new business is very challenging. For
Entrepreneur, it is necessary to take certain decisions regarding new business set up. Range of
managerial decisions that are needs to be taken at different levels for establishing a new coffee
shop are enumerated below: Strategic decision: Strategic decisions are made by the top management of company in
order to set the organization policies and selecting the methods of investment and
funding (Brønn, 2014). the impact of taking strategic decisions is that it support David in
setting pricing policies of their coffee and beverages that they will serve to their
customers. Tactical decisions: These decisions are taken by the middle level managers. Strategies
made by the top level management will be executed by the middle level management
(Dawson, Madera and Neal, 2011). Marketing decisions, setting a market plan,
promotional activities, decisions to manage the human resources and their training for
handling the coffee shop are included in this section. Furthermore, taking tactical
decisions will also impact the organization in taking effective decisions regarding the
3

manpower and it will also support the organization in ensure proper marketing of their
brand so that they can easily establish the coffee shop. Operational decisions: Operational management will take decisions regarding the daily
operations of serving customers, handling special demands and taking suggestions from
customers (Du, Bhattacharya and Sen, 2010). therefore, taking operational decisions will
positively impact the coffee shop day to day activities and it result in meeting the
requirement of customers who visits their coffee shop.
Therefore, David need to take effective decision for setting up the new coffee shop in the
city of London. Thus, effective decision making include proper process that is first step within
the decision making process include gathering information from the market to identify the
customers preferences and taste so that David may easily establish new coffee shop in the city of
London.
1.2 Examination of the information and knowledges
For taking complex decisions at any level for establishing a new business of coffee shop,
entrepreneur needs a high level of knowledge, information, experience and skills. These
elements play essential role in today's competitive world for taking critical decisions about
HRM, marketing and sales while starting a coffee shop (Jameson, 2007). To enhance the level of
information and knowledge which is required to make effective decisions, management of
company should focus on selecting the effective tools and techniques. Information about
financial sources, human resources and location will be required in order to confirm that
decisions made by company regarding these factors are accurate or not.
There are different information that will be required by the David so that they must
ensure effective decision making. The different types of information include-
 Qualitative information- The qualitative information mainly focuses on descriptive
information regarding their beverages and services as well as competitor's products and
services that they are offering to the customers. Therefore, this information will allow
David to make effective decisions.
 Quantitative information- Another form of information include statistical data of the
competitor company that mainly focuses on financial statement as well as profit ratio that
4

will support the David to project their expenses in such manner so that they may gain
adequate profit.
1.3 Assessment of the internal and external sources of information and understanding
Information is basic element which is required to establish a new firm. Without it,
organization cannot get success in this competitive business world. Information can be collected
from different sources. There are basically two type of sources for collecting information which
are discussed as follows:
1. Internal Sources: These sources are the most reliable sources because information can
be collect within organization itself through using the methods of internal sources (Jones,
2009). Information about finance can be obtained such as fund availability, investment
criteria and sources of availing funds. With the help of internal sources, personnel
information such as demand and supply of HR, their training, and required skills can be
gathered. Information about marketing such as macro and micro environmental factors,
market trends and advanced types of promotional techniques can also be obtained. .
2. External Sources: This source provides useful information from external environment
for establishing coffee shop in an effectual manner. It includes government records
which provide information about regulations of business and employment law as well as
other government policies in order to know the legal constraints. Database and research
reports which have been prepared by academics can also be a good source of information
which will help David to acquire information in order to make better decisions. (Beranek,
2006).
Formal sources Informal sources
Interviews
Articles
Journals
Books
Advertisement
Report
Observation
5

2.1 Identification of stakeholders for the decision making process
Stakeholders are those people whose interest lies in the organization and they affect the
organizational activities internally or externally. There are basically two types of stakeholders
divided internally and externally who can affect the decision making process for starting up a
new coffee shop. Discussion has been made as follows:
Internal Stakeholder: They influence the functioning of the organisation internally. It
includes-
 Employees- employees such as the waiter staff of the coffee shop; their involvement
should be done by asking directly or taking feedback in a survey form (Malmelin, 2007).
 Top management- Management should be contacted and their involvement should be
taken while taking decisions at the tactical level. Their suggestions can be taken at the
time of making decisions.
External Stakeholder: They are the ones who can get involve in the decision making
process from outside the organization. It includes
 customers- who can be contacted through email, customer feedback or complaint
procedure and according to their taste and preferences, decisions needs to be taken.
 Government- rules and regulations should be kept in the mind while making any
decision.
 Competitors- A Further, competitor's strategy should be assessed before making
decisions for implementing innovative products in the market (Mazzei and Ravazzani,
2011).
With the help of power interest grid tool it determine different internal and external
stakeholder that have power and interest within the operations of company so that David can
easily focus on their needs and requirement. However, in power interest grid David first identify
their stakeholder that support them to establish new coffee shop in the central London area. Then
they must prioritize all the stakeholder according to their power and interest. David must focus
on prioritizing their stakeholder under four quadrants that is-
Prioritizing Stakeholder
Keep satisfied: Managers, supervisor, owners,
6

Manage closely: Customers
Minimum effort: Employees, waiters
Keep informed: Shareholder
2.2 Developing business relations with stakeholders
There are different methods that can be used for developing business relationship with
stakeholders. These are discussed as follows: Employees: Relationship can be maintained with them by ensuring the availability of
good working condition, motivation, taking feedback about the company policy, giving
authority to take routine decisions and considering them as a valuable assets of the
organisation.
 Customers: By providing natural coffee products, unique services at coffee shop, taking
proper feedback, direct mailing and calling as well as resolving their problems, good
relationship can be maintained.
Stakeholders Methods or ways use to communicate
Customers Surveys, e-mailing
Suppliers Verbal communication
Employees Meeting, oral communication
Community Publishing pamphlets
Another possible forms or ways through which David can easily contract their
stakeholders includes-
 Emailing- with the help of e-mailing David can easily contact with their customers as it
will also support in building effective relationship with them by offering discount through
targeting their customers by sending e-mails. Therefore, this method of contacting is
essential for David as they may send e-mail to numerous customers at single time.
 Verbal communication- another effective method for contacting to the stakeholders as
well as employees is through adopting verbal communication as this form will avoid the
misinterpretation and miscommunication.
7

2.3 Involvement of stakeholders in decision making
To make proper decisions for establishing coffee shop , stakeholders should be involved
in the decision making process. It will be beneficial for David in taking complex decisions
because he can easily reach to consensus. For example, while making pricing decision,
customers can be involved by taking survey or through email. This would attract more customers
towards the coffee shop because they were involved in decision making. For deciding location,
government should be involved for the fulfilment of legal issues as new firm requires a lot of
legal formalities (Nervold and et.al., 2013). By involving stakeholders in decision making
process, organisation can maintain steady growth and success.
1.4 & 2.4 Strategies for improvement and justification of recommendation
Decision should be made by involving stakeholders and it should be timely improvised
by the organisation in order to match with the stakeholder's changing taste and preferences.
David should plan the strategies in order to to meet the needs of stakeholders. Strategies are
discussed as follows: Setting Benchmark: If the desired output is analysed by taking feedback from the
customers and other stakeholders, then actual output can be measured against the
benchmark and if gaps found thast can be controlled and likewise, improvement can be
done. This is one of the best techniques for meeting the changing needs of stakeholders in
an effectual manner (Dow and Taylor, 2010). Market Research: Complete analysis of market can be done in order to assess the needs
of stakeholders and after that, market research result should be monitored. When the
result is assessed than, it can be used for making further changes in the decision making
process.
 Taking Feedback: Feedback should be taken from customers on the regular basis about
the products and services of coffee shop through email or calls. This will help in
improving the decisions regarding new set up of business. This strategy is highly reliable
in getting true information. With the help of taking proper feedback from the stakeholders
David can easily involve them in the decision making process so that they may take
effective decisions that would satisfy the requirement of customers.
8

TASK 2
3.1 Existing processes of communication within HMRC
HMRC is an Inland Revenue company as well as a public ltd company. It communicates
internally as well as externally. Existing communication process of this company is that
externally it communicates through written format which includes mail and oral communication
through phone calls. Further, Face-to-face communication is used by organization in which
customers visit the local office by taking appointment., Along with this, online communication
is considered in which customers can file tax return or avail tax credits through its website and
resolve queries through online chat. TV and newspaper advertising is used to alert people about
the dates of tax payments (Dozier, Grunig and Grunig, 2013).
Internally it communicates with employees through using memo, notices, phone
conversation, team meetings, presentation, internal e-mail and intranet. Along with this, it can
communicate internally through using written, oral, face-to-face and online format.
Communication process
Internal stakeholder External stakeholder
Communication medium with the help of
memo, notice, team meetings etc.
Communication medium with the face to face
communication, e-mail etc.
3.2 Ways to improve appropriateness
Existing process of communication is quite good but to match with the changes
prevailing in the market, company should bring improvement in its communication process
(Grunig, 2013). Various recommendations can be made in order to improve the existing format
and process of communication. Some of the recommendations are as follows:
 Written Communication: Mail should not only contain the details of tax liability and
payment schedule but also the modules. Online booklets and poster should also be
distributed. Internally, this format should be removed.
 Oral Communication: Customers can use phone calls as well as video conferencing
facility in order to eliminate the face-to-face communication for which they need to visit
office.
9

 Online Communication: Complete information about the tax liability and modules can
be posted on the websites. Further, user id and password should be given to every
customer so that they can enhance their knowledge regarding the information and
deadlines of tax payment. Along with this, mobile application should also be introduced
so that people can access directly through application. Payment and credits can be done
through mobile phones and other information can be gathered from it (Kumar, 2010).
Internally, employees should communicate through using emails and online
conferencing.
 Face-to-face Communication: Events should be organized and people should be invited
there to resolve their queries. Internally, face-to-face communication can be done by
using technologies.
3.3 Implementation of improvements for communication process
Improvements which have been recommended in former question should be
implemented in the organization in order to ensure the greater integration of system related to
communication. This can be implemented by installing latest technologies in the organization
and providing training to staff members and management for the access of those technologies
(Ruff and Aziz, 2012). There are different factors that makes an effective communication system
within the organization it mainly focuses on installing new channels and medium through which
organization can easily improve their existing communication process. TV and print ads should
be given about the mobile application of HMRC so that customers can pay tax and get other
information by log in with their private user id and password. Quarterly events should be
organized in order to resolve the queries of customers through face-to-face communication.
TASK 3
3.4 Personal communication and development plan
Before preparing the personal communication and development plan, assessment of
current communication skills should be done (Bell and Smith, 2010). For this purpose personal
SWOT analysis has been done so that current skills can be assessed.
Table 1: Personal SWOT Analysis
Strengths Weaknesses
10

 Excellent presentation skills.
 Good verbal communication skills in
the context with vocabulary.
 Reading skill is not good.
 Writing skill is poor.
Opportunities Threats
 Can attend seminars to bring
improvement.
 Reading articles and writing them again
for the improvement.
 Lack of time.
 Lack of interest in attending seminars.
Table 2: Personal Communication and Development Plan
Objectives Actions
To improve my reading skills.  Attending training session.
 Reading novels and English newspaper.
To improve my writing skills.  Writing article.
 Attending writing classes.
 Aping writing skills of the favourite
author.
To develop the interest for learning.  Keeping updated for any learning
opportunity.
 Self motivating for acquiring weak
skills in order to enhance the career.
Objectives Success
criteria
Strategies or methods
for achieving objectives
Time scale Progress
Effective
listening
Reducing level
of
misinterpretati
Proper listening
Attending lectures and
seminars.
3 weeks With the help of
proper listening
and attending
11

on. lectures as well as
seminars manager
have gain listening
skills that support
me in rendering
proper services.
Clearly
communicate
Measuring
satisfaction
level of
customers.
Continuous
communication.
Interacting with other
guests and clients.
4 weeks With enabling
continuous
communication
process they have
improved their
communication
skills.
Detail Analysis
Objectives have been set to overcome the weaknesses and improving poor
communication skills. Actions can be taken in order to improve the reading and writing skills.
Individual can attend training and various classes and also they can adopt the habit of reading
the newspaper and novels and also individual can write in the style of their favourite author
(Schneider and Hollenczer, 2006. It will help in improving the skills and also much time would
not be consumed in this process. for developing interest, self motivation is highly required so
that career enhancement can be done in a proper way.
TASK 4
4.1 Existing approaches to the collection, formatting, storage and dissemination of information
and knowledge
At present, information and knowledge for conducting research have been collected
through using the various methods such as questionnaire, survey form, observation, focus
group and communicating with the authority of the institute. collected information and
knowledge are formatted manually or sometimes using computer (Communications
12

Management, 2015). Data has been stored in a computer files and whenever required it is
disseminated by me or other co-employees.
For storing the data and information they must use computer database for storing the data
so that in future they may easily recover the data and information. With the help of record
management system they can easily format the information and knowledge. In addition to this,
the existing approach for disseminating of information and knowledge may focus on using
intranet network as it will support effective in disseminating the information.
4.2 Changes to improve the collection, formatting, storage and dissemination of information and
knowledge
Existing approach is quite outdated, so, changes need to be brought in order to improve
the existing approach and matching with the latest advancement of technology used for
collecting, formatting, storing and disseminating of information and knowledge. Information can
be collected by taking reviews from students through email, checking the reviews on institute
website and conducting online survey through google forms. Collected information can be
formatted using electronic spreadsheet or other online tools (Managing Communication
Challenges, 2015). Formatted data can be stored using cloud computing so that data cannot be
lost. Whenever, information is required to use, than access should be in the hand of only limited
people so that confidential information will not get leaked.
4.3 Strategy to improve access to systems of information and knowledge
It is important to have an easy access of information and knowledge for the better
working. For this purpose, proper implementation of information and knowledge system is
required. Strategy can be made for improving the access of information and knowledge. t Only
authorized people should have right to access the stored information. (Managing
communications, 2015).
 This can be done by installing the digital technologies such as finger print technology so
that confidential data can be saved from leaking. This will create better access to
information and knowledge system. This technology will incur high cost but benefits of
this technology are more than its limitations.
13

 However, to improve access to knowledge and information organization may also use
authentic credentials so that they may easily access the personal information of their staff
and workers.
CONCLUSION
After preparing this report of managing communication, it can be concluded that proper
management of communication is highly required in each and every aspect of business. For
establishing new business, entrepreneur must have proper knowledge and information in order
to make a range of decisions and providing useful information to stakeholders in order to
maintain better relationship. Moreover, existing process of communication in HMRC is quite
good but some changes are required in order to match with the latest advancement. Complete
development plan of communication skills shows that how improvement can be brought. Further,
existing approach of collecting, formatting, storing and disseminating of information and
knowledge has been improvised in order to meet the latest trends and also strategy has been
made to improve access on those information.
With the help of this report, reader can learn the techniques to manage communication in
an effectual manner in order to bring improvements in the aspect of knowledge and information
and cope up with the latest advancement of technologies.
14

REFERENCES
Journals
Balsen, F. A. and Heinrichs, H., 2007. Managing sustainability communication on campus:
experiences from Lüneburg. International Journal of Sustainability in Higher
Education. 8(4). pp. 431-445.
Brønn, S. P., 2014. How others see us: leaders’ perceptions of communication and
communication managers. Journal of Communication Management. 18(1). pp. 58-79.
Dawson, M., Madera, M. J. and Neal, A. J., 2011. Managing bilingual employees:
communication strategies for hospitality managers. Worldwide Hospitality and Tourism
Themes. 3(4). pp. 319-334.
Du, S., Bhattacharya, C. B., and Sen, S., 2010. Maximizing business returns to corporate social
responsibility (CSR): The role of CSR communication. International Journal of
Management Reviews. 12(1). pp. 8-19.
Jameson, D. A., 2007. Reconceptualizing cultural identity and its role in intercultural business
communication. Journal of Business Communication. 44(3). pp. 199-235.
Jones, R., 2009. Personal knowledge management through communicating. Online Information
Review. 33(2). pp.225-236.
Beranek, M. P., 2006. Guidelines for managing dispersed teams: enhancing communication and
productivity. Handbook of Business Strategy. 7(1). pp. 359-362.
Malmelin, N., 2007. Communication capital: Modelling corporate communications as an
organizational asset. Corporate Communications: An International Journal. 12(3). pp.
298-310.
Mazzei, A. and Ravazzani, S., 2011. Manager‐employee communication during a crisis: the
missing link. Corporate Communications: An International Journal. 16(3). pp. 243-254.
Nervold, A. and et.al., 2013. Managing Communications, Outreach, and Policy for OpenOrbiter.
In University of North Dakota Graduate School Scholarly Forum.
Books
15

Dow, W., PMP and Taylor, B., 2010. Project Management Communications Bible. John Wiley
& Sons.
Dozier, D. M., Grunig, L. A. and Grunig, J. E., 2013. Manager's guide to excellence in public
relations and communication management. Routledge.
Grunig, J. E., 2013. Excellence in public relations and communication management. Routledge.
Kumar, M. J., 2010. Managing the president's message: The White House communications
operation. JHU Press.
Ruff, P. and Aziz, K., 2012. Managing Communications in a Crisis. Gower Publishing, Ltd.
Bell, H. A. and Smith, M. D., 2010. Management Communication. John Wiley & Sons.
Schneider, J. E and Hollenczer, L. L.,2006. The Principal's Guide to Managing Communication.
Corwin Press.
Online
Communications Management. 2015. [Online]. Available through
<http://www.tutorialspoint.com/management_concepts/communications_management.h
tm>. [Accessed on 14 November 2015].
Managing Communication Challenges. 2015. [Online]. Available through
<http://www.ecornell.com/courses/management-essentials/managing-communication-
challenges/>. [Accessed on 14 November 2015].
Managing communications. 2015. [Online]. Available through
<https://members.scouts.org.uk/supportresources/4108/managing-communications?
cat=460,636&moduleID=10>. [Accessed on 14 November 2015].
16

17

18