Communication Strategies in Omega Airlines

This assignment requires students to examine the communication strategies employed by Omega Airlines, a fictional airline company. The analysis should encompass both internal and external communication efforts, evaluating their effectiveness in reaching various stakeholders. Students are expected to identify areas for improvement and propose actionable recommendations to enhance communication within the organization and with its diverse audience.

Managing Communication,
Knowledge and Information

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Range of decisions to be taken.........................................................................................1
1.2 The information and knowledge needed to ensure effective decision taking..................2
1.3 Assess internal and external sources of information and understanding..........................2
1.4 Recommendations for improvement................................................................................3
2.1 Identify stakeholders for a decision-making process.......................................................3
2.2 Contact with stakeholders and develop business relationships........................................4
2.3 Involving stakeholders in the decision making process...................................................5
2.4 Design strategies for improvement...................................................................................5
TASK 2............................................................................................................................................6
3.1 Communication process in the organization....................................................................6
3.2 Ways to improve appropriateness....................................................................................7
3.3 Improvements to ensure greater integration of systems of communication.....................7
3.4 Create a personal plan to improve own communication skills.........................................8
4.1 Report on existing approaches to the collection, formatting, storage and dissemination of
information and knowledge....................................................................................................8
4.2 Appropriate changes to improve the collection, formatting, storage and dissemination of
information and knowledge....................................................................................................9
4.3 Strategy to improve access to systems of information and knowledge............................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The market place for business is no longer limited to local or national level in today's
modern world. In order to accomplish organizational goals and objectives, it will require good
amount of knowledge and information regarding internal and external factors. Through
knowledge management and communication, the company empowers the stakeholders during
policy making process as they have good access to relevant information. Omega Airlines is a
successful regional air carrier providing in-flight services at the Atlanta base (Canary and
McPhee, 2010). The company requires systematic database management of passengers and
visitors to avail constant flow of flights with limited delays. The report elucidates the
development of strong information management and communication process in the airline group.
TASK 1
1.1 Range of decisions to be taken
Organization performs various activities in a single day. There are many decisions which
have to be taken before starting a business, during its operation time and at disclosure of its
business. It can be assumed that a business continuously makes decisions at all levels. Omega
Airlines also operates on the same principle. The managerial team too believes that decision
making is a process of making optimum choices from alternative courses of action. Some
decisions are of short-term implications while few have long-term impact (Laudon, 2010).
Omega managerial decisions can be broadly classified into three types, which are briefed as
follows:
Firstly, it requires making long-term decision which is referred as the strategic decisions.
These are generally unstructured and top management team applies its business judgment,
intuition and evaluation to process it. It includes decisions related to sources of finance and what
to produce as commodities.
Another major decision making process involves tactical decisions which are related to
implementation of strategic policies and procedures. Divisional plans, acquisitions of resources
and establishment of distribution channels are the key areas to be discussed and developed for
Omega Airlines.
Operational decisions are implied for day-to-day operations of the airline group. These
are of short term horizons and include different process related to product quality or human
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resource issues (Managing Communication Knowledge and Information, 2016). These decisions
are taken by the lower level management.
1.2 The information and knowledge needed to ensure effective decision taking
The airline company coordinates various data and facts to ensure better decision making
process. It makes judgment on the basis of appropriate amount of research and studies. The
decisions are taken on the basis of factual and value analysis of data so that it meets desired state
of affairs. The mentioned business entity makes use of different sources of information and
knowledge to ensure effective decisions and these it has two major sources.
 The primary source of information is contemporary accounts of events or considered as
original documents for the company. This type of information can be witnessed in the
form of business letters, book of accounts, financial reports and journals. The speech
given by directors or executives of the company comprising facts and figures of growth
of corporation are also included in primary information. These provide detailed analysis
about company's current scenario and helps in making decisions accordingly.
 On the other hand, secondary information represents data received from original or
primary source (Lerro and Schiuma, 2013). It includes account book detailing invoices
and bank statements like drafts etc. The conclusions made out of survey or polls are also
refereed as secondary data which guides the managerial team in making appropriate
decisions.
1.3 Assess internal and external sources of information and understanding
Information is an important element for growth and development of a business entity.
Proper use of these facts can prevent different business issues and identify new opportunities to
explore the market. Omega acquires information and knowledge from two major sources that are
specified as follows:
Internal sources External sources
An internal source of information comprises of
knowledge generated within the company. This
source presents data related to financial,
administrative, marketing and personnel
The external source on the other hand is
concerned with what is happening beyond the
boundaries of the organization. Any external
agency or organization publishes data over
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information. The airline group generates
substantial amount of knowledge relating to its
interior operations.
several subject matters of the company.
Example: internal documentation such as order
forms, credit notes, invoices and procedural
manuals (Finne and Strandvik, 2012).
Example: professional publications,
government reports, national opinion polls and
computer users' yearbook.
1.4 Recommendations for improvement
The company is adopting effective decision making process to ensure that each and every
tasks assigned is completed in an appropriate manner. The decisions should be capable of being
implemented either on personal or organizational grounds. Omega requires improving its
decision-making process through various recommendations.
The company needs to make sure that few issues that hinder information collection for
decision making process needs to be addressed and clarified in advance. Management should
make sure that the information generated should be authentic and précised. Conditions like not
having enough knowledge or too many facts and figures might give a negative impact on
Omega's decision making process.
Apart from appropriate data collection, it is recommended that the decision making
process should involve proper proportion of involvement from different level of management. In
order to establish Omega at global level, it should prepare and decide various managerial
strategies to expand its business (Agnihotri, Rapp and Trainor, 2009.).
The company is required to adopt vote style decision making method which involves
discussion on different areas of airline services. Later, call for vote should be performed. Voting
is best suited to situations where high level of efficiency is required. It is a great time saver
option along with efficient decision making process.
2.1 Identify stakeholders for a decision-making process
The decision making process is conducted with a variety of decision makers and for a
company these are recognized as its stakeholders. These are individuals or group of people that
have interest or concern for the organization. They are directly and indirectly affect or affected
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by Omega's actions, policies and strategies. There are two types of stakeholders that are
described as follows:
Internal stakeholders
The internal stakeholders are those who work within Omega Airline with an interest in its
success and failure. These consist of employees, mangers, owners and shareholders (Shimp,
2010). Owners: The shareholders are key people for the company as they are founder, regulator
and destruct of the company. Managers and employees: These are regarded as essential factor to frame, manage and
implement airlines policies and procedures.
External stakeholders
It involves those groups which are indirectly affect or affected by business operations of
Omega Airlines. Suppliers: People involved in providing fuel facilities are considered its main suppliers.
 Customer: Corporate passengers and leisure time visitors are its main clients that receive
airline services (Welch and Jackson, 2007).
2.2 Contact with stakeholders and develop business relationships
The managerial staff of airline group is responsible to identify its prominent stakeholders
and develop strong business relations with them. Now, in order to strengthen these dealings use
of various communication channel and skills is implied by them. They can navigate information
and knowledge in the form of formal and informal communication methods.
 The owners and shareholders should be contacted by the top level management of airline
group. The main objective of them is to acquire higher profit, growth and development of
the company. Therefore, annual meetings and seminars are organized to discuss current
and future perspectives of the company. Even they make use of video conferencing to
interact and discuss on various matters.
 The middle and lower level management are key elements of airlines manpower. There is
strong formal and informal communication channel between the company, employees
and managers. The formal method is implied through upward, downward, vertical and
horizontal communication process (Ilonen and et.al., 2011). Notices, memos, telephonic
conversation, mails and face-to-face communication is performed.
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 On the other hand, corporation makes more use of informal mode to communicate with
its external stakeholders. Suppliers are contacted through telephonic conversations and
mails about inventories required for smooth functioning of airlines. In the modern world,
social media and internet is a strong means to convey its message and programs to
passengers. The clients are briefed out airline schedules and schemes through mails,
telephonic conversation and social media.
2.3 Involving stakeholders in the decision making process
Omega Airlines believes in the concept of stakeholder engagement. It is process by which
management involves stakeholders that may be affected by decisions implemented by the
company. They have a chance and right to influence decisions of the management. The owners
and shareholders have the voting power to present their approval for different polices. While
employees and mangers are completely involved in decision making process. They gather
information, make detailed analysis of the subject matters and execute them (Hart and et.al.,
2007). The company needs to take in consideration the credit worthiness principle of suppliers
while taking pricing decisions.
2.4 Design strategies for improvement
Stakeholders as defined earlier are those people who are directly or indirectly engaged in
the decision making process. It needs to make use of strategies that involves active participation
of every stakeholder in the decision-making process. It can make use of stakeholder analysis in
order to assess how the interest of those stakeholders should be addressed in a project plan,
policy and other actions. Power interest matrix will avail the interest of stakeholders according to
their power. According to this model, importance to each group of stakeholder will be
determined by their own interest and power in Omega Airline. Like for instance, the
shareholders, employees and managers of the airline group needs to be managed closely as their
interest and power in the concerned business entity is high in comparison with external
stakeholders. While on the other hand the airline group need to keep informed its passengers and
corporate clients as they have high interest in policies and schemes of the company (Christopher
and Peck, 2012). Although they lack power and duties towards it which results in the situation
that they are informed on regular basis through online and offline modes.
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TASK 2
3.1 Communication process in the organization
Illustration 1: Communication process in Omega Airlines
Communication is an essential tool to exchange information and knowledge among
various levels of management. Omega Airlines follows four major types of communication
process that are described as follows: Verbal Communication: According to this type, concerned airline group make use of
speech that is understood by all parties involved in communication. The instructions are
led by oral words and sentences generally between line managers and their subordinates. Non-verbal communication: Here exchange of thoughts and guidelines take place by
sending message without using words to convey meaning. Body movements, gestures,
pitch, volume, speed of speech and tone are included as its essential elements. Clothing
and artifacts are also used to send message to one another (Varey, 2010). Formal communication: In this type of communication there are four dimensions to
transmit information and knowledge. It can in upward direction where the flow of
information travels from lower level managers to the upper class. While, downward
communication determines guidelines and instructions from top level management to
lower level managers. Apart from this, communication channel translated thoughts and
ideas in horizontal and vertical communication process.
 Informal communication: This type is used to interact frankly and openly with
employees and managers outside formal communication structure of the company. The
subject matter for discussion can be either business related or other frontiers.
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3.2 Ways to improve appropriateness
It is a well known fact that poor communication can address chaos and confusion in
exchange process (Bhattacharya, 2011). It limits the effectiveness of message transmitted and
exchanged at different levels. In the absence of strong communication deadlines will be not be
encountered and it can even lead to duplication of work and efforts. There are following ways to
improve and avoid such problematic situations in the company:
 There should be proper coordination and cooperation among different activities
performed at a time. The rules and guidelines should be followed in the manner they are
asked to.
 Managers should be aware and take care of the fact that appropriate communication
channel should be followed according to the tasks assigned (Joseph, 2016).
 Instructions should be led down in clear and composite manner and employees also need
to be motivated and empowered to put forward their thoughts and ideas.
 The company should adopt two -way communication that resist and develops strong
transmission of information and knowledge.
3.3 Improvements to ensure greater integration of systems of communication
Omega requires faster processing of specific procedures, time and costs for boarding
passengers through flights. This involves supervision of all passengers’ service personnel. The
whole processing of airline group take place through internet, telephonic conversations and IT.
The integration and inseparability takes place at every level of air transport system are key to
smooth, safe and secured solutions (McDonald and Wilson, 2011).
The company requires good amount of speed and accessibility over information related to
air pathways. Airplane pilots and technical management staff is always required to stay
connected through strong IT channels. Upgraded navigation techniques cope up from geographic
barriers that may take place during the journey. Apart, from them the passengers are updated
about flight schedules, timings and plans through electronic display boards. Internet and
telephonic conversations are essential factors for smooth functioning of transactions. It is
required that communication system integration is established in the work environment of the
company.
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3.4 Create a personal plan to improve own communication skills
In order to improve personal skills and abilities as supervisor of in-flight services various
measures to be taken (Dann, 2010). Although, here it represents development of personal skills
in context of own communication abilities. Its communication that helps to convey one's ideas
and thoughts to other people. Now, following are the techniques to be taken in consideration
while communicating the mentioned airline company:
 Use of words: Whatever the individual wants to convey should be presented with good
words. He/she may make use of simple and confined sentences but the information
provided should be clear and authentic.
 Listening skills: An individual should not only be good orator but a good listener too.
They should learn to listen carefully and with patience in order to be good communicator.
 Eye contact: One should always try to keep an eye contact for better and healthy
communication. This technique helps to the individual to present his/her thoughts with
more confidence.
 Use of gestures: Body gestures plays important role while communication with
individuals or groups. It is believed that one's body should talk at the time of
communication. Use small gestures at the time of small group discussions while large at
longer period.
 Knowledge: Apart from confidence to present thoughts and ideas, the individuals should
posses appropriate knowledge about discussions taking place in the group (Lovelock,
2011).
4.1 Report on existing approaches to the collection, formatting, storage and dissemination of
information and knowledge
Omega makes enormous use of data and information while performing various business
operations. These data are essential to make effective decision and efficient plans and policies to
accomplish organizational goal. The company makes use of different approaches to collect, store
and disseminate knowledge:
Market surveys, questionnaires and census are responsible to collect information from the
external sources of the company. It also adopts opinion polls from its clients and customers to
ensure about their needs and demands from the company (Smith, 2012).
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Another method used by the company is to make some specific parameters that will be
encountered in the future. It conducts various experiments in the market to understand the
behavior of passengers.
The mangers make analysis of collected data and structure by preparing observations.
They monitor and observe different transactions made by the passengers of airline group. Apart,
from observation of activities the company makes future estimation of information that develops
its strategies and plans (Ghauri and Cateora, 2010).
4.2 Appropriate changes to improve the collection, formatting, storage and dissemination of
information and knowledge
As mentioned above different approaches are used to collect, store and disseminate
knowledge and information. Now, in order to improve these mentioned tasks some preventive
measures are recommended:
 Authentic and generic data should be collected from different sources of information. The
data and facts needs to be selected from several options available through internal and
external sources of information.
 The collected data needs to be formatted in proper manner. The company should in
advance prepare guidelines and protocols to format data and information.
 After collection of authentic data for the company it is formatted. Now, this properly
analyzed data requires to be stored with safe and secured mode. Nowadays, the storage
procedure can take place in digital form (Riddle, 2013).
 Proper communication and distribution of information and knowledge should be adopted
to make sure that each and every individual related to the airline group receives it.
4.3 Strategy to improve access to systems of information and knowledge
In today's world, in order to manage information and knowledge system the organization
requires adopting IT as its major tool. Information technology has dramatically changed the
present scenario in favor of the company. This affects strategic options and creates opportunities
for the mangers in the upcoming time. Networking and virtual corporation of information
collected makes the decision making process more smooth and faster (Tate., 2015). It allows the
employees to implement some transactions from home. The management process is also
benefited by constant and secured flow of data and information. IT strategy has helped the
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organization to make new innovations in its proceedings. It has enhanced the performance and
productivity of company by availing good amount of flow of information.
CONCLUSION
The above report elucidates the significance of information, knowledge and
communication in one of the regional air carrier of Atlanta. Omega Airlines adopts various
policies to assess information for the smooth functioning of corporation. The company make use
of internal and external sources to conduct these procedures. Further, the report identifies its own
stakeholders that are important in decision making process. The mangers develop strong business
relations with them and empowers them to actively participate in decision taking. Information
and knowledge are collected, stored and communicated in effective manner.
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REFERENCES
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