Effective Communication System for Various Business Activities

The report highlights the importance of implementing an effective communication system. Poundland, as a successful company, has demonstrated its ability to encourage and motivate stakeholders to participate in decision-making processes. The report also discusses various communication models, including one-way symmetrical, two-way asymmetrical, and two-way symmetrical models. Furthermore, it emphasizes the significance of understanding the differences between data, information, and knowledge.

TABLE OF CONTENTS
Introduction................................................................................................................................3
Task 1.........................................................................................................................................3
AC1.1 Identification of objectives for improvement and range of decisions...................3
AC1.2 Assessment of information and knowledge needs for effective decision making
process...............................................................................................................................5
AC1.3 Assessment of internal and external sources of information.................................6
AC1.4 Recommendations to bring improvements............................................................7
Task 2.........................................................................................................................................7
AC2.1 Identification of stakeholders for effective decision making process...................7
AC2.2 Ways to communicate and development of relationships....................................8
AC2.3 Involvement of stakeholders in decision making process.....................................8
AC2.4 Design strategies for improvements......................................................................9
Task 3.......................................................................................................................................10
AC3.1 Existing process of communication in an organisation.......................................10
AC3.2 Ways to improve appropriateness.......................................................................11
AC3.3 Implementation of improvements to communication with stakeholders............12
AC3.4 Personal plan to improve communication skills..................................................12
Task 4.......................................................................................................................................13
AC4.1 Approaches to collection, formatting, storage and dissemination of information13
AC4.2 Carrying out changes for improvement in collection, formulation and storing data
.........................................................................................................................................14
AC4.3 Implementation of strategies to improve access to information an d knowledge
system.............................................................................................................................14
Conclusion................................................................................................................................15
References................................................................................................................................16

FIGURES INDEX
Figure 1: Differences Between Data, Information and Knowledge. ........................................5
Figure 2: Difference Between Knowledge and Information......................................................6
Figure 3: Sources of Information...............................................................................................8
Figure 4: Approaches to monitoring of decision making process............................................11
Figure 5: Communication Processing......................................................................................12
Figure 6: One-way symmetrical model of Information strategy..............................................13
Figure 7: Two-way asymmetrical model of Persuasive strategy.............................................13
Figure 8: Two-way symmetrical model of Dialogue strategy..................................................13

INTRODUCTION
Organisational knowledge is identified as invaluable resources in the present scenario
of global marketplace. It is not easy for any corporate entity to capture the organisational
knowledge and implement efficacious communication system within the workplace. Dua, S.,
and et. al., (2012, p13) say that effective communication system will allow people to have
better idea of making decisions. The present module particularly lay its concern over the
development of understanding of interaction of different information, knowledge and
communications. Moreover, it will also emphasize on how an IT system can be utilize as
effective management tool for the purpose of collection, storage, dissemination and rendering
access to information and knowledge. An article from The 100 fastest-growing private
companies in the UK (2010) suggests that with the context of Poundland, a family owned
single-price retailer of the UK; an effectiveness of decision making process will be discussed
in this report).
TASK 1
AC1.1 Identification of objectives for improvement and range of decisions
In the provided case scenario, the sales revenue of Poundland retail is continuously
declining due to several reasons. The current market trend is rapidly changing with the
revolution in industry and globalisation. Changing environment is also changing the needs
and demands of employees and making the business organisations to adopt adequate and
appropriate strategies of communication. Information and knowledge both terms used very
frequently; for clear communication it is necessary to differentiate between these terms.
Information is considered as prerequisite for knowledge. Knowledge is something which is
built in the mind of an individual (The Differences Between Data, Information and
Knowledge. 2016). It helps the person to know, what, where and how are the things. It is kind
of map which links a giant network of memories, thoughts, ideas, beliefs and predictions.
Anybody can possess knowledge, but it may possible that the knowledge of several things get
proved wrong. In contrast to this, information is something that allows an individual to
enhance its knowledge beyond the senses. Information can be possessed by individuals in
different manner.

Figure 1: Differences between Data, Information and
Knowledge.
(Source: The Differences Between Data, Information and
Knowledge. 2016)

However, in technical terms it is called as data. If information is not there, then there
cannot have any knowledge. Information is collection of data, whether knowledge concise
collection of information (Difference Between Knowledge and Information, 2016). Moreover,
on the basis of data relation, information is possessed, while knowledge analyse the patterns
which is extracted from the information.
On the basis of different information and data and knowledge, decisions can be taken
by Poundland to enhance its sales and implement effective communication system. Decisions
can be strategic, tactical and operational decisions. Strategic decisions affect the long-term
directions, policies and objectives are formed to solve different problems. Tactical decisions
are taken with the execution of various policies, for medium range decisions, tactics are
imposed. Moreover, Operational decisions are taken for short-term range (Data, Information,
and Knowledge - Relevance and Understanding, 2011).
AC1.2 Assessment of information and knowledge needs for effective decision making
process
It is necessary for Poundland retail to make effective decisions by assessing the
knowledge and information. Koenig, M. E. D (2012) argues that knowledge can be bifurcated
into explicit and tacit. Both characteristics are very much important for the assessment of
effective decision making. Tacit knowledge is the context-specific and personal knowledge of
an individual that situated in the in the perception, behaviour and human mind. Tacit
Figure 2: Difference Between Knowledge and Information.
(Source: Difference Between Knowledge and Information.
2016)

knowledge provide competitive advantage to an individual, as its all actions and decisions are
taken on the basis of their abilities, capabilities and skills. However, explicit knowledge is
more systematic and formal which can be disseminated, coded, stored and codified and
bound to a specific person. Moreover, explicit knowledge captured through IT and can be
easily expressed, documented. Effective decisions will be taken with the help of both kinds of
knowledge (Knowledge Management as an important tool in Organisational Management: A
Review of Literature. 2015, p6). A person is required to possess combination of both explicit
and tacit knowledge, so that right decisions can be taken in a significant manner.
AC1.3 Assessment of internal and external sources of information
Belker (2016) states that, internal and external sources are essential factors which
contribute to the success of projects of an organisation. Poundland can obtain internal and
external source of information and facts by following ways:
 Internal sources: Internal sources comprises of employees, owners, managers and
volunteers. By consulting and communicating with them, relevant information can be
acquired. All important information can be obtained from these internal sources.
 External sources: Information which is extracted from the outside of the firm, that is
by interacting with banks, shareholders, finance corporations, suppliers, customers,
legislators, policy makers and other regulators is called as external mode of sources.
The below diagram represents the internal stakeholders in orange colour and external
stakeholders with blue.
Advantages
The above mentioned sources are suitable for Poundland for collecting appropriate
information about external and internal company prospects. Internal source is useful for the
purpose of grabbing appropriate data from internal company members; however on the other
hand external source is vital for Poundland for collecting appropriate data about external
business affairs.
Disadvantages
External sources have several demerits as well due to lack of authencity and accuracy
aspects. In some of the cases, it is also unreliable to use in business prospects. Internal
sources can also be used to collect information related to business aspects; however improper
recording and database could affect the overall business decisions.

AC1.4 Recommendations to bring improvements
Poundland need to effectively deal with information and knowledge by implementing
various process and methods. The company need to insight on its operations and activities
and examine all factors that can affect it. Improved knowledge and information management
will tend to reduce the efforts and energy of team in searching documents and increase their
efficiency. It can also organise meetings and training and development sessions for their
employees.
In order to take effective decision, it is essential for Poundland to involve the
employees in organizational processes so that they can also present their valuable opinion in
company’s processes. Moreover, Poundland should also consider employee feedback system
so that valuable opinion can be included in business aspects. At the time of undertaking
business decisions, Poundland should consider relevant sources so that it may not affect
business decisions negatively. There should be proper communication among internal and
external members of the organization while taking business decisions.
Furthermore, the company can also take feedbacks and reviews from its stakeholders
with the implication of effective ICT system. Moreover, with the help of modern tools and
techniques like, emails, video conferencing, team waves and other mediums,
Figure 3: Sources of Information
(Sources: Belker 2016)

stakeholders can remain in contact with the organisation. In addition to this, by availing open
spaces for employees and exchanging information with the help of online chat rooms, weekly
in-person discussions, discussion groups and threaded emails, communication system can be
improved.
TASK 2
AC2.1 Identification of stakeholders for effective decision making process
In relation to be efficacious in the managing and communication system, the
Poundland should meet the information needs and demands of stakeholders, including
suppliers, customers, vendors, shareholders and many more. The company is required to
develop its I&KM system in accordance with the needs of project team, clients, partner
organisations, institutions, target populations, customers, NGOS and many others so that its
operation can expand at broader level. Moreover, Poundland would also be able to
communicate with its communities and other societies (Poundland Group plc Annual Report
& Financial Statements for period ended 30 March 2014). The main stakeholders of
Poundland is as follows:
 Customers: Poundland is making continuous efforts to increase the customer base. It
is developing innovative and creative products with different pack sizes. Customers
have great role in the growth and development of Poundland, as according to their
demands, needs, preferences and choices, products are manufactured and distributed.
 Directors: Long-term decisions and commercial strategies are set by board of director
of the company. The board of Poundland is responsible for bringing changes in the
company regarding financial stability and capital structure. Thus, board comprises of
delegated number of roles and responsibilities to manage and control all operations of
business.
 Employees: The Company has diversified base of employees, who are delivering
excellent performances on their commitments. Thus, they possess great importance
for growth of company.
 Suppliers: Suppliers also contribute major portion in the decision making process.
With the changing environment of businesses, suppliers are also changing their supply
chains, sales activities and account structures.

AC2.2 Ways to communicate and development of relationships
The Board of director of Poundland retail organisation believes that it is necessary to
communicate with stakeholders of company about the financial results and developments, so
that they can have better understanding of company's status and build good rapport with
shareholders, customers and other intermediaries (Poundland Group plc Annual Report &
Financial Statements for period ended 30 March 2014). There are many ways which are used
by Poundland for communication purpose. Some of these are stated below:
 Poundland can use communication media, like financial results, investor
presentations, company publications and visits for the purpose of communication with
its shareholders.
 The company can also remain in contact with shareholders through Annual General
Meeting which provides review of current and preceding years and give opportunity
to them to ask questions and provide feedbacks.
 In addition to this, the company can also communicate with its stakeholders by using
alternative cost-effective engagement practices. With the use of social media,
experimental campaigns and guerilla tactics, strategical execution of marketing tools
can be identified (Castronovo and Huang, 2012. p117). Moreover, Poundland would
be able to attract large number of customers by making effective use of integrated
marketing communications systems.
AC2.3 Involvement of stakeholders in decision making process
The Poundland can consult with its shareholders on any problem or issue arising and
take assistance, where company needs to canvass perception and views prior raking any
specific decisions or actions (Poundland Group plc Annual Report & Financial Statements
for period ended 30 March 2014). There are many ways, with the help of which stakeholders
can involve in the decision process, that is qualitative and quantitative methods can be used
for research and measurement of views, perception and thinking of each and every
stakeholders. Focus Groups, observations, individual depth interviews are most popular
methods which can be used by Poundland. These methods will reach to the public audiences
by numerically and statistically and analysing the data, in order to gain depth and breadth of
open debate or large public meeting.

AC2.4 Design strategies for improvements
Cornelissen, (2014, p89) states that, in the current state of changing communication
system with stakeholders in the organisation, it is necessary for corporate entities to make
changes in it’s I&KMS. Poundland is required to position its strategic managing
communication system in very effective manner, so that individual stakeholders can get
engaged through different platforms. There are many ways which can improve the
appropriateness of communication process within an organisation. Advancement in
Information and Communication Technologies (ICT) provides many technological solutions
for information and knowledge management.
Poundland can take the assistance of ICT to broaden communication gap between
stakeholders and organisation. Moreover, with the effective implication of shareholder
engagement, the communication system of Poundland will enhance. In the figure 5,
Cornelissen, (2014, p219) shows the changes that need to make in the organisation. Initially,
with the support of marketing tools, corporate decisions, products and services are promoted.
It can also conduct publicize corporate events and campaigns to build good rapport with
stakeholders. Then the paradigm of positioning emerged, then stakeholder engagement
approach evolved which demon states the authenticity, transparency, advocacy and
interactivity among stakeholders and organisations.
TASK 3
AC3.1 Existing process of communication in an organisation
Poundland is aimed to improve its existing communication process so that
favourables outcomes can be attained. It is also necessary to spread communication about
financial stability, growth, shares and development activities, which can be done by
imparting effective and relevant information. The Poundland should know all perspective of
communication process and map the structure in order to determine which information need
to pass on. In below diagram Cornelissen (2014,p51) shows the process to communicate with
stakeholders with the implication of various strategies. Different types of strategies can be
used to render information to create awareness; disseminating and communicating with
stakeholders so that effective decision can be taken. With the help of various methods, like
reports, newsletters, campaigns, meetings, consultation and etc. the company process the
communication system.

AC3.2 Ways to improve appropriateness
Poundland can use different strategies to enhance communication process among
stakeholders. The below strategies are described in symmetrical forms, according to which all
necessary information will be communicated. First strategy is information strategy, in which
information is pass on through many mediums like, newsletters, press release, reports of
company to stakeholders. Cornelissen (2014, p53) states that, the communication process is
one-way, that is from company to the stakeholders. Second strategy is persuasive strategy,
whereby communication is done with the help of meetings, campaigns and discussions with
stakeholders and efforts are make to change their attitude, perception and behaviour in such a
way that is favourable for the company. It has been assessed that the ways for improvement
needs to be assessed so that appropriate decisions could be made. Here communication model
is two-way asymmetrical, that is communication flow from organisation to stakeholders and
vice versa. Third strategy which can be used by the company is dialogue strategy, whereby
both parties engage mutually to share their ideas and views. In this approach, emphasis is
given to stake holder's views and opinions; that's why two-way symmetrical model is
considerable. HR department of firm needs to identify suitable methods that would result in
improving efficiency and obtaining desired results so that success can be attained. There are
different types of strategies which needs to be undertaken by firm in regard to enhance the
Figure 4: Communication Processing
(Source: Cornelissen, 2014, p53)

business performance so that appropraiate communication could be formed and make
effective decision so that best results can be attained. HR adopts different methods to
improve continous appropriateness such as newsletters, campaigns, meetings etc. to enhance
communication process.
AC3.3 Implementation of improvements to communication with stakeholders
Internal and external communication can be significantly improved within the
organisation with the help of F-T-F (Face to Face) communication. There can be Group-level
communications, Organisational level communications and Employee resource or internet
groups can be made to enhance the communication system within the Poundland. Moreover,
there are various communication channels, like print channels (brochures, reports, memos);
Electronic channels(video conferencing, electronic town-hall meetings) and face-to-face
channels(team meetings, brown bag lunches, social events, focus groups and etc.) with the
assistance of which communication of organisation with internal and external stakeholders
can be enhanced (Berger, 2008). HR department requires to implement all such methods
Figure 5: One-way symmetrical model of Information strategy
Source:
Figure 6: Two-way asymmetrical model of Persuasive strategy
Figure 7: Two-way symmetrical model of Dialogue strategy

within firm in regard to gain better communication with stakeholders and thus attain success.
Further, it helps in enhancing the business performance and attain desired results. Through
using such methods as well as face to face communication it helps in enhancing sales and
profitability.
AC3.4 Personal plan to improve communication skills
Communication plays viral role in the determination of personality of an individual. It
is very important for a person to improve and update its communication skills. So, in order to
enhance my communication skills, I need to make a personal plan which will comprises of all
activities that need to be taken into consideration.
PERSONAL PLAN
Setting goals and objectives: My main aim is to improve my communication skills, so that
I can seek for better career opportunities. For this, I will be needed next 5 months.
Identification and examination of loop holes: As, I have identified that my
communication skills is very poor due to which I face many problems while giving
presentations and lectures. Thus, I need to enhance my skills with the implication of many
learning strategies.
Improvement strategies: In order to improve my communication skills, I can attend
coaching classes, join tuition classes or can attend seminars and conferences which will help
me to develop and enhance my skills in an effective manner. For further improvement, it is
essential for me to focus on developing professional skills so that I can contribute in meeting
organizational aims and objectives. Professional skills would assist me to grow more in my
career and similarly this will also enhance my confidence level. Developing a personal plan
will assist me to ascertain my areas of improvements and according to that, I can improve
my skills and capabilities. At the same time, this could assist me to reach towards the
objectives that are expected to achieve. From organizational point of view, communication
skills are essential for me to develop as this is significant for my personal and professional
growth.
Implementation: Once a personal plan is made, then it is required to implement in a
significant manner. I need to pay attention on my learning skills and self-assessment
practices, so that communication skills can improved.
Monitoring and evaluating: After the implementation of personal plan, I need to monitor

and compare the improvement level of communication skill, which will ensure me to
whether to continue the plan. Thus, desired and actual results are compared for acquiring
proper results.
TASK 4
AC4.1 Approaches to collection, formatting, storage and dissemination of information
Information and knowledge management is primary function for every business unit.
It is necessary for an organisation to plan, collect, organise, monitor, control and disseminate
information, so that potential amount of information can be extracted for the welfare of the
company within HR department. Poundland is using various methods for data collection with
the help of latest technologies, like mobile devices (Poundland. 2016). It is also collecting
information with the help of its previous annual reports, Suppliers, Investor Relations
website. It also conduct various CSR activities also, it can ask for feedbacks and reviews
from stakeholders, including customers, employees and business partners. Moreover,
information should also be formatted and disseminated in proper manner, as it should meet
the requirements of organisations and stakeholders. In the provided scenario, the HR
department of Poundland can disseminate employee personal information by personally
communicating with them, using database management (DBMS) or with the help of other
techniques.
Data collection methods
Primary source
Information from stakeholders, employees and
customers
Information collection from business partners.
Secondary source
Annual reports,
Suppliers and
Investor’s relations website

There are several methods of data collection which Poundland has been using and
which also assist the entity to manage flow of information in appropriate manner. Information
collection process should be appropriate so that in different areas, it can be used prominently.
Data base management system should be used for the purpose of recording personal
data of the employee in prominent manner within human resource department. In order to
disseminate the information, HR department of Poundland needs to use appropriate modes
and sources
Dissemination of information can be assessed that the strategy that helps in carrying
out effective information. It is essential for human resource management to undertake
appropriate planning so that total cost of the project can be minimized. Main aim of effective
dissemination is to match the message and its requirements of the target audience so that
appropriate information can be delivered to users (Harmsworth and Turpin, 2000). There are
different methods of dissemination that impacts the users to undertake effective methods in
order to get influences. It involves websites, video, conferences and exhibitions in order to
deliver the information to others and carry out best results. All these methods are useful in
regard to disseminate the information within HR department and help others in easily
understanding it so that best outcomes can be genereted.
Inforamtion from HR department
Information delivered
from Sales Department
Inforamtion transfereed from
Marketing department
Information passed from
Finance Department
People
Staff
Line manager Top management

It can be reflected from the diagram that HR department disseminate the information
to Sales department. Marketing department and finance department. Further, sales department
delivers the information to general people, employees etc. in order to make better use of
resources. Marketing department disseminate the information to line manager so that crucial
decision could be taken in relation to train employees to accomplish the task. Further, finance
department delivers the information to top management in order to manage the cash inflow
and outflow.
AC4.2 Carry out changes for improvement in collection, formulation and storing data
Information storage is used to maintain the records of employees, customers and
products. During storage process, the company is required to concern over quality of
information and data, which can be monitored by controlling process of updating and
correcting business activities (Corporate Information. 2016). There also many other
strategies of collection of information, which can be adopted by the company to collect the
information from employees and disseminate amongst them, like Cross-project learning,
Expert directories, Storytelling, Knowledge fairs, social fairs, Inter-project knowledge
transfer and many more. Furthermore, it is also necessary to improve its dissemination the
information among employees which is fruitful to spread awareness, develop an
understanding and for taking an effective action for the welfare of company. Poundland has
recently launched its e-commerce website to respond to feedbacks of customers and market
research (Poundland launches long-awaited e-commerce website. 2015). The company is
required to improve its features and update information so that customers, shareholders and
employees can easily extract relevant information. Now, it will spread its information through
telegraph, Press Release, social media tools, like Facebook, Instagram, Google+, Pinterest
and twitter, so that stakeholders can availed of better knowledge. Moreover, the company
need to improve its database management system with the implication of new techniques, in
order to database management system. Here, HR department needs to play key role in
business process and thus develop appropriate strategies so that information could be stored,
disseminated and collected effectively. Also, suitable changes needs to be adopted so that
they can assists in improving these systems and thus attain best results in order to maintaini
crucial database within firm.
AC4.3 Implementation of strategies to improve access to information an d knowledge system
Many competitive business organisations involve their staff and communities by
encouraging them regarding explicitly placing their knowledge and information into the

database or knowledge repository of the company (Knowledge Management. 2013).
Poundland will launch its e-commerce website, which will run to collect the feedbacks and
reviews of customers and also for market research. The company will form many strategies to
improve its knowledge and information system; in different formats and forms, information
and knowledge will be disseminated so that right information can acquired at right time in
appropriate manner. Egwuonwu and et. al., (2011) say that for the acquisition of knowledge
and information, the HR manager of the company can be assisted by other staff-members
also, like IT professionals, Clerical support, KM software (Intranet, database, hard drives and
IT infrastructure), in order to improve knowledge management, consolidation, codification of
policies and conducting training and development programs for employees. Through
implementing such strategies it helps in improving the access to information and knowledge
system in regard to develop approprtiate format so that success can be attained. Using
training methods helps in carrying out appropriate market research and thus collect the
feedback by using website method so that results can be attained.
It is essential for Poundland to emphasize on accurate database for the purpose of
collecting, storing and disseminating information from one sphere to another. Suitable
database should be selected and only authorized person should access the database so that
secrecy can be maintained. This is significant in terms of safeguarding company’s vital
information. Secrecy needs to be maintained through password and ids. Further, suitable
modes of communication should be selected for disseminating the information from one
department to another.
Following is the imain steps following in implementation of strategies to improve
access to information and knowledge system such as-
 Identifying strategic plan- It is the first step in which business is required to ensure
that appropriate strategic plan needs to be developed so that top management can be
provided proper information regaridng improving the access to information and
knowledge system to attain targets.
 Creating vision for implementing straegic plan- Management of business aims to
create proper vision to reach the goals and undertake right methods through which
dissemination of information can be done (Simmons, 2013).
 Selecting team members to implement strategic plan- Organization selects skilled
employees in order to implement the strategic plan so that clear image of firm can be

established. Thus, HR manager of company can be assisted by other staff-members
like IT professionals, Clerical support, KM software system.
 Scheduling meetings to discuss progress- Business focuses upon organizing
meetings in order to discuss the progress of the implemented plan so that appropriate
methods can be adopted in order to deliver the information to customers. By adopting
effective methods it helps in delivering message and attaining end results.
CONCLUSION
Evidently, it can be stated from the above study that there is crucial role of
communication system in the organisation. For the assessment of various business activities
and operations, it has become necessary to implement effective communication system.
Moreover, with the reference of Poundland, different processes and appropriateness of
communication for stakeholder management has also discussed in the report. Furthermore, it
has also been identified that, Poundland has efficaciously encourage and motivate its
stakeholders to involve in the decision making process.

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