Analysis of Business Communication and Proposed Solutions Report

This report analyzes business communication challenges within the context of a ski resort and an accounting firm. The initial section presents a direct mail campaign letter designed to attract customers to the ski resort during the low season. The core of the report focuses on a case study of an accounting firm facing communication issues stemming from a functional organizational structure, lack of communication between different managerial levels, and a poor workplace culture. To address these problems, the report proposes both internal and external communication plans. The internal plan focuses on motivating employees and improving information flow through formal and informal channels, including the use of network structures. The external plan emphasizes interaction with stakeholders, leveraging social media, and adopting a boundary-less organizational structure. The report concludes by highlighting the importance of effective communication strategies for improved organizational performance and employee satisfaction. The report also stresses on the need for effective horizontal communication and an autonomous group for gaining control over work by communicating with each other. The report includes references to support the analysis and proposed solutions.

Running head: PROFESSIONAL BUSINESS COMMUNICATION
Professional Business Communication
Name of student
Name of University
Author note

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Table of Contents
Introduction......................................................................................................................................3
Scenario 2........................................................................................................................................3
Section B- Case study......................................................................................................................4
Analyse the current situation with respect to the firm’s organisational communication.............4
Plan prepared to solve the firm’s communication problems........................................................5
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
Based on the case study, it could be understood that Thredbo is one of the best-known ski
resorts in Australia. The ski resort possesses all the necessary attributes to attract tourists not
only in the peak season but also during the low season as well. But currently, the ski resort had
been facing issues like high vacancy and lower levels of profit in the low season, which was not
expected because it had great potential to attract customers both in peak and low seasons. A
letter has been presented as a direct mail campaign to influence customers and make them avail
the services of the ski resort in low season too. A letter will be prepared as a direct mail
campaign for influencing people’s behaviors to visit the resort. The section B will consider an
accounting firm and issues related to communication experienced there (Adler, Elmhorst and
Lucas 2012). Lastly, the horizontal approaches and use of boundary less structure will help in
improving the communication largely.
Scenario 2
Letter
Dear customers
As you all know that our services have been exceptional and it is all because of you who
have made our business successful in Australia. Our services’ quality do not differ in the low and
peak seasons, so it is out earnest request to all of you that you can visit the ski resort and enjoy
relaxing here for few days whenever u will feel like. Bookings are now available online and we
hope to spread our messages directly to the customers. As an effective business, we are fully
committed to the quality of services delivered and ensure that none of our customers are

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unsatisfied with the services. As the ski resort is located in beautiful hills, it will provide scenic
beauty and moments that all of you will cherish and various community programs are also
managed such as cultural events and organic produce. We offer a terrain of 1186 acres and have
also arranged big events such as Rekorderlig’s poolside parties, live performances by DJs at
Lounge Bar, Keller and Schuss Bar facilities and also parties at the Smirnoff Snow Dome. Our
ticket price is quite low compared to other ski resorts and it ranges around $110. We expect your
presence earnestly and looking forward to improve out quality of services furthermore. You can
even contact us and manage the bookings by looking into our website and feel free to get
engaged with us anytime.
Regards
Manager of Thredbo,
Australia
Section B- Case study
Analyse the current situation with respect to the firm’s organisational communication
I have been appointed as the communications officer at an accounting organization in
Australia. The company though previously used to hold a strong brand name and image, still it
had been facing certain issues that resulted in losing its reputation and deterioration of brand
image. The organization has 5000 employees and manages its operations at various managerial
levels. The organization supports partnership working, though it has a functional organizational
structure (Dainton and Zelley 2014).

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The functional structure allows for grouping the various portions based on its purposes
such as the marketing, sales and production departments are grouped according to the purpose.
Though it enables relying on the skills and knowledge of workers itself, still lack of
communication is a major issue and this has been restricted by boundaries of letting the various
departments working in as separate manner. Here also, the communication between the middle
managers and the lower level staffs was quite low, which not only resulted in creating issues to
clarify certain situations but also hindered the successful accomplishment of organizational goals
and objectives with ease and effectiveness (DesJardins and McCall 2014). The various factors
that can create an impact on the communication procedures within the accounting firm are
organizational activities, individuals working within the organization and culture maintained
within the workplace. This can promote good communication and enhance the efficiency of
workforce effectively as well. Due to the poor culture, management becomes more centralized
and the management levels are grouped, furthermore creating a complex structure of the
organization. It not only results in conflicts between the management and staffs, but also can
create complexities to understand responsibilities properly, because of the lack of information
provided to the middle managers by the top management. Thus, communication could hinder
success of business operations and even decrease the organizational productivity and generated
profit level at the accounting company in Australia (DiSanza and Legge 2016).
Plan prepared to solve the firm’s communication problems
Internal communication plan
The communication problems must be overcome to ensure smooth flow of work and
management of human resources properly to enhance the organizational productivity and profit

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level. To overcome the communication issues, a proper plan is prepared by ensuring use of tools
to identify issues and develop both external and internal communication plans. The internal
communication plan is managed to motivate and keep the workers of the organization feel
interested to work at the accounting firm. It is done by preparing acknowledgements through
verbal praise, memos and letters to make the staffs know about the importance of communication
and ensure maintaining balance between the employer and employees with ease. The internal
communication plan is developed by changing the organizational structure and ensure proper
flow of information and make people gain the accessibility of major individuals who can be part
of the process of decision making. The accounting firm has facilitated the informal
communication network development within the formal organizational structure to increase flow
of data and information and furthermore make decisions to allow the organization respond to
changes (Fischhoff 2012). According to Taylor’s theory, organizations use the communication
system to mange authority, coordination of work and increase organizational effectiveness. The
internal communication plan supports the formal communication because it enables downward
communication, where the messages and information flow from top to bottom. The vertical
communication is followed where all the messages and information flow from top to bottom and
thus it can allow the managers of the organization to share their views and opinions and
organizational information to the lower level staffs. Based on the case study, the middle
managers and top level management were not communicating with the staffs, so the formal
communication channels would be essential for usage. The grapevine is not controlled by
management and has been managed by the employees, which has helped in maintaining stable
and highly structured working environment. For the internal communication plan, network
structure could be beneficial, because it involve the senior management and members of the

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network to take part during the decision where communication would be needed consistently
(Grunig 2013).
External communication plan
Lack of interaction between the middle managers and staffs has led to poor
communication between staffs at the accounting firm and even made the employees demoralized
and less interested to work, furthermore resulted in decreased production level too. The external
communication, on the other hand allows the company to interact with the external stakeholders
such as suppliers, customers and shareholders to exchange information and knowledge with ease
and effectiveness. Informal communication networks facilitate the external communication plan
and it helps in better decision making while maintaining contacts with the external stakeholders.
Social media helps in improved communication by allowing accessibility to mobile phones and
portable technologies for managing two way communication and foster the development of
strategic alliances and partnerships with other organizations too (Guffey and Loewy 2012).
Social media involvement as part of the external communication plan could also help in
spreading brand messages to the customers and enhance the brand image and identity,
furthermore influencing the buying behaviors of consumers too (Smart, Witt and Scott 2012).
The boundary-less structure of organization could be maintained as well for replacing the
existing structures and create more flexibility, speed, furthermore managing the integration of
business operations to generate, connect and control the knowledge, information, human
resources properly. The informal communication part of the plan, because it not only creates
trust and good relationship between the employees and higher management, but also can lead to
higher production level, job satisfaction and obtaining feedbacks regarding transfer and exchange

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of knowledge and information effectively. Development of effective horizontal channels of
communication and creating an autonomous group would be beneficial too for gaining control
over work by communicating with each other (Martin and Nakayama 2013). While using social
media for communication, it would be necessary to maintain certain standards like not mixing
the professional and personal issues, ensure that confidential information is not leaked and
conduct meetings where certain matters should be discussed for enhancing the efficiency of
communication process within the accounting firm (Schullery 2013).
Conclusion
From the case study, there had been lack of communication between the middle level
managers and low ranking staffs. Due to this, they are not aware of the situations and even the
memos prepared by top management level have not been circulated to the middle managers. The
first portion of the report consisted of a direct mail campaign letter to overcome the issues of low
vacancy rate and profit generation. The lack of communication, inappropriate culture hindered
communication process efficiency and it had been resolved with the creation of effective external
and internal communication plans by the accounting firm in Australia.

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References
Adler, R., Elmhorst, J.M. and Lucas, K., 2012. Communicating at work: Principles and practices
for business and the professions. McGraw-Hill Higher Education.
Dainton, M. and Zelley, E.D., 2014. Applying communication theory for professional life: A
practical introduction. Sage publications.
DesJardins, J.R. and McCall, J.J., 2014. Contemporary issues in business ethics. Cengage
Learning.
DiSanza, J.R. and Legge, N.J., 2016. Business and professional communication: Plans,
processes, and performance. Pearson.
Fischhoff, B., 2012. Communicating risks and benefits: An evidence based user's guide.
Government Printing Office.
Grunig, J.E. ed., 2013. Excellence in public relations and communication management.
Guffey, M.E. and Loewy, D., 2012. Essentials of business communication. Cengage Learning.
Martin, J.N. and Nakayama, T.K., 2013. Experiencing intercultural communication. McGraw-
Hill Higher Education.
Schullery, N.M., 2013. Workplace engagement and generational differences in values. Business
Communication Quarterly, 76(2), pp.252-265.

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Smart, K.L., Witt, C. and Scott, J.P., 2012. Toward learner-centered teaching: An inductive
approach. Business Communication Quarterly, 75(4), pp.392-403.