University of Suffolk: Business Communication Report - Go Travel

This report examines the critical role of communication within the Go Travel organization, a London-based company specializing in European holidays. It delves into the purpose and principles underpinning various forms of communication, including formal and informal channels, and evaluates the challenges Go Travel faces, such as language barriers and cultural misunderstandings. The report provides a literature review summarizing existing research on effective business communication, highlighting the importance of clarity, integration, adequacy, attention, and feedback. It analyzes these principles in the context of Go Travel's operations, offering practical recommendations to improve internal and external communication. The report concludes by emphasizing the significance of implementing a robust communication structure and providing employee training to overcome identified challenges and enhance overall organizational effectiveness, referencing key principles and practices for successful communication management.

Business communication

Abstract
This report states about the role of communication in an organization. It covers different
purpose and principles behind different forms of communication. It includes how to apply
different principles for effective business communication and the ways to overcome the barriers
of communication.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................4
ANALYSIS AND DISCUSSION...................................................................................................5
Purpose and principle behind different forms of communication...............................................5
Principles of effective communication........................................................................................6
Evaluating the communication practices of themselves and others.............................................7
RECOMMENDATION...................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Business communication is a process used for sharing information among the employees
of the organization and outside a company. Effective communication refers to how employees
and management interact with each other to achieve organizational goals. The basis purpose of
this is to improve the organizational practices and reduce errors. In this report, Go Travel
organization is taken which is a London based company and organizes European holidays. This
report covers different barriers and challenges faced by the organization related to
communication and also provides strategies to overcome the challenge. It also includes different
forms of communication and principles of effective communication.
LITERATURE REVIEW
According to Bucăţa and Rizescu (2017), the communication is the central part of every
organization and without which business cannot survive. It is the process of human interaction
with respect to ideas, opinion or emotions. The people working an organization needs to know
what is required to be done for proper communication is essential. Communication has many
purposes. First is flow of information, all the relevant information is required to be flow
continuously and employees at different levels of the organization. The mode of communication
and the language used by the sender should be such that it is understandable by the receiver.
Second is learning managerial skills, as communication helps in sharing ideas, opinion,
instruction etc, which requires two way communication which enables managers and other staff
to learn managerial skills which can be gained through experience. Third is preparing people for
accepting change. Proper and effective communication helps in communicating employees about
the organizational policies and the change in the organization. Fourth is coordination.
Communication helps in building coordination among the employees of the organization. The
coordination within the organisation is the essence of the management which can be achieved
through effective communication.
As stated by Shreyashi (2020), to make the communication effective there are certain
principles that are required to implemented and followed in an organization. The first principle is
clarity, in this communicator is required to use the language which is easy to understand. The
message should be such that the receiver is able to understand in the same way. The language
used should not be confusing and misleading or double meaning. Second is integration, this
principle states that through communication the efforts of HR should be integrated to achieve the

organizational objectives. The aim of communication is to establish proper coordination between
the activities in order to attain desired goals. Third is adequacy and consistency, the
communicator is required to be careful while communicating the information. The information
should be complete and adequate. If it is not so, then it will create confusion and also it will lead
to delay in action. The message conveyed should be consistent with the organizational objectives
and policies.
Fourth is principle of attention, as per the view of LaMarco Nicky (2018), the message
send should be drafted in such a way that it grabs the attention of the receiver. The sincere and
efficient manger succeeds in drawing attention of the employees with respect to the message that
is required to be conveyed. Fifth is need for communication network. This principle refers to the
network through which message is communicated which is very essential. So, the efficiency of
the manager also depends upon the communication network used. Sixth is feedback, the purpose
of communication will fail if proper feedback is not taken. It is very essential to get the feedback
from the receiver to make sure that the message is understood in the same way as intended by the
sender. So, all these purpose and principle behind communication makes it very essential for the
organization to carefully and successfully implement it in the system.
ANALYSIS AND DISCUSSION
Purpose and principle behind different forms of communication
There are different forms of communication which are based on the requirement and
purpose. A detailed description is given below.
Formal communication
It is the form of communication which flows through a established official channels
designed by the organization. It can be oral or written. This form of communication is of two
types vertical communication (from subordinates to superior and visa-versa) and horizontal
communication (takes place between divisions on same level). It is a two way communication
process (Felipe Gómez and Dailey, 2017). The purpose of this form of communication is to give
orders, fulfil organizational objectives through some pre-determined rules and conveying
instruction. It is based on the principle of clarity. This should be adopted by Go Travel in its
organization.
Informal communication

Communication process taking pace without any formal established channel. It is often
called 'grapevine' as it is spread throughout the organization irrespective of levels of authority. It
is based on the informal relationship and understanding (Verčič and Vokić, 2017). In this
different workers can communicate with one another irrespective of any formal position. The
main purpose of this form of communication is to share information. Establishing personal
contacts, influencing and motivating one another, getting relaxation, making friendship etc. It is
based on the principle of informality.
Principles of effective communication
In order to implement different principles of communication, the most important thing is
to identify the barriers that are faced by the organization. Some challenges faced by organization
are stated below.
Language barriers: Language and linguistic ability may act as a barrier. Even if the
terminology used is in the same language, that terminology may also act as a barrier. For
example use of jargons and abbreviation which the receiver of the message is not able be
understand turns into miscommunication.
Psychological barriers: The psychological state in which the receiver is will influence
how the message is received (Fandrejewska and Wasilik, 2018). For example, if the receiver is
stressed may not understand the true meaning of the message intended.
Physiological barriers: It refers to the physical state of the receiver. For example receiver
with hearing problem may not be able to gasp entire spoken conversation properly.
Physical barriers: Communication is easier in short distances as compared to long
distances. Even though modern technology has reduced the impact of physical barriers but it is
essential to understand their pros and cons.
To overcome these barriers, it is advisable to implement the principles of effective
communication. Some important principles are stated below.
Principle of clarity: The message to be communicated should clearly spelt out. It should
be presented in such a way that receiver understands it in the way sender wants to. It is also
important that receiver is conversant with the language.
Principle of attention: To make communication effective, the message should be drafted
in such a way that it draws reader's attention. People are different in behaviour and will respond
differently to the message.

Principle of feedback: The channel of communication is completed only when a
feedback is received from the receiver of the message in respect of whether he understood the
message in the same sense as the sender has.
Principle of consistency: This principle states that communication needs to be consistent
with the policies, programmes and objectives of the organization. If the messages conveyed to
the employees are in conflict with the policies then it will lead to the confusion in the mind of the
subordinates and such situation are detrimental to the interest of the organization.
Evaluating the communication practices of themselves and others
Currently, in the Go Travel organization, staffs are not interested in talking to staff of
other countries because of security and language barriers and also because of cultural
misunderstanding. So, specific practices is required to introduced in order to establish better
communication among the employees of the organization. Also, it is essential introduce formal
and informal communication system in the organization like every other big organization and
also the mode of communication which can help in meeting up with their problems.
RECOMMENDATION
 The Go Travel should strictly implement the proper communication structure.
 It should deal with the problems that the employees are facing by establishing relevant
communication system.
 The organization should provide training to the employees with respect to
communication and methods to deal with any problem arises.
CONCLUSION
From the above it can be concluded that communication plays a crucial role in an
organization. There are different forms of communication which are used by the organization.
But there are some crucial challenges that are faced by the Go Travel organization with
respective to communication and some strategies are provided that can be useful in overcoming
these issues. Also, different principles of communication are stated which helps the Go Travel in
evaluating the key missing principle in its organization. These helps in proper implementation
and management of communication in an organization.

REFERENCES
Books and journals
purpose
Bucăţa, G. and Rizescu, A.M., 2017. The role of communication in enhancing work
effectiveness of an organization. Land Forces Academy Review. 22(1). pp.49-57.
barriers
Fandrejewska, A. and Wasilik, K., 2018. Cultural differences and barriers in communication and
functioning of an international organisation. Handel Wewnętrzny. (1 (372)). pp.203-215.
Formal
Felipe Gómez, L. and Dailey, S. L., 2017. Formal Communication. The International
Encyclopedia of Organizational Communication. pp.1-15.
Informality
Verčič, A. T. and Vokić, N. P., 2017. Engaging employees through internal
communication. Public Relations Review. 43(5). pp.885-893.
Online
LaMarco Nicky, 2018. Purpose of Communication in Business. [Online]. Available through:
<https://smallbusiness.chron.com/purpose-communication-business-2830.html>.
Shreyashi, S., 2020. Principles of Effective Communication. [Online]. Available
Through:<https://www.businessmanagementideas.com/communication/principles-of-effective-
communication/19915>.
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