BUS101 Business Communication Report: Stakeholder Communication

This report analyzes business communication strategies for a State Fitness Industry Association. It begins by outlining the communication needs of three key groups: government representatives, gym owners/trainers, and potential consumers. The report recommends specific communication methods (written, verbal, and non-verbal) for each group. It then discusses communication models, with a focus on the Berlo model, and explains its applicability. The report concludes with recommendations for implementing communication strategies, including communicating for awareness, comprehension, and response, to improve overall effectiveness. The report also references relevant academic literature supporting the analysis and recommendations. The assignment is a case study analysis report focusing on stakeholder communication for the business communication module BUS101.

Business communication

BUSINESS COMMUNICATION 1
Introduction
Business communication is the process of sharing the information related to business with the
large number of people within the organisation. It is the performed for the commercial
benefits of the organisation. Every organisation relies on the communication, as it contains
the topics such as customer relation, marketing, consumer behaviour and many others. In this
report, the discussion is made on the topic of “business communication”. Being the state
fitness industry association, it is required to states the communication strategies for gym
organisation as per the analysis.
In the beginning of the report, the role of each group will be discussed by recommending the
different type of communication to each group. After that, the models and theories of an
organisation will be discussed. At the end of the report, recommendation will be mentioned to
improve for the effective communication.
Overview of the communication needs of each group
There are many different tools which are used by the organisation in order to share the
information such as internet, print media, radio, television, and words of mouth. There are
three different groups in the organisation as per the case scenario. These three communities
required to adopt the different types of communication for the effective strategy.
The first group of the organisation needs to work with several government appointed
members which develops the code of conduct. This committee plays the important role
because it is difficult to develop the code of conduct with the government appointed
members. This committee can use the written communication as they require to providing the
written evidence in the paper form.

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The second group need to consult with the gym owners, exercise professionals, and personal
trainers in order to given them feedback on their performances. This committee also plays the
important role as it encourages the trainers to do work in an effective manner. In this type of
committee requires the strong verbal and non-verbal communication. These type of
communication helps to motivate the trainers (Bovée, Thill, and Raina, 2016).
The third committee will need to communicate the outcomes to potential consumers that use
gyms or personal training services. Consumers are the main drivers of the organisation in
order to attain the success in the market and for long time surviving. It is required for the
committee to adopt the written and verbal communication so that the more of the consumers
attracted towards its services (Brink, and Costigan, 2015).
Communication Models / Theories
There are various communication models and theories that help to understand and support the
recommendations such as Shannon-Weaver Model, Berlo, Barnlund, Constructionist, linear,
Interactive/convergence, Communication theory frameworks and Schramm. The company
has to adopt the Berlo model as it is appropriated for the gym organisation (Coffelt, Baker,
and Corey, 2016).
Berlo communication is a simple application for person to person communication. It contains
the communication source, encoder, message, channel, decoder and communication receiver.
The model contains the factors such as communication skills, awareness level, social system,
cultural system and attitude. It has been seen that this model is appropriate for all the
committees as it contains the effective communication of written, verbal and non-verbal
communication. According to this model, the communication skills, attitude, knowledge and
social skills are required to fulfil their responsibilities. Non-verbal communication includes
the gesture, expression and symbols in order to share the information with the feelings. The

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effective and good gesture of the committee helps the trainers to work on the ethical and
moral issues that have been raised by government. Written communication of the company
can be in the form of advertisement, marketing campaigns and many others. Verbal
communication can be used by the gym committee to communicate with the consumers in
order to provide the whole information within the organisation. This model fulfils all the
needs of the committee as per their role (Pearson, 2017).
Conclusion
From the above discussion, it is concluded that the organisation assigned the responsibility to
the different number of group and committee. The three committees of the organisation have
their own important roles. It has been seen that the main purpose of these committees to
achieve the success in the market. It is recommended that these committees have to adopt the
written, oral and non-verbal communication as per their needs. Berlo communication model
is an appropriate model because it contains the effective communication in terms of written,
oral ad non-verbal communication.
Recommendation
It has been recommended that the organisation has to adopt the communication strategies in
order to support the above recommendation of type of communication. There are three
strategic recommendations will be recommended for the effective communication and these
are as below:
Communicating For Awareness
The strategy defines the awareness which is spreading by the organisation to each the success
in the business. This strategy is more appropriate for the second committee as they have to

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consult with trainers and provide them feedback in order to motivate them towards the
services (Farooq, 2015).
Communicating For Comprehension
This strategy states educate the audience as much as possible about the product and services.
This strategy is appropriate for the third committee which is required to attract the potential
consumers towards the services in the organisation.
Communicating For Response
This communication strategy defines the business moment in which the business
communicators has to understand the most noble purpose of any communication in order to
gain the growth in business. This strategy is appropriate for the first committee as it have to
maintain the evidence in order to show the others. This strategy is effective for this
committee as the communication with the government helps to attain the high success in he
market (Coombs, 2015).

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References
Bovée, C.L., Thill, J.V. and Raina, R.L. (2016) Business communication today. Pearson
Education India.
Brink, K.E. and Costigan, R.D. (2015) Oral communication skills: Are the priorities of the
workplace and AACSB-accredited business programs aligned?. Academy of Management
Learning & Education, 14(2), pp.205-221.
Coffelt, T.A., Baker, M.J. and Corey, R.C. (2016) Business communication practices from
employers’ perspectives. Business and Professional Communication Quarterly, 79(3),
pp.300-316.
Coombs, W.T. (2015) The value of communication during a crisis: Insights from strategic
communication research. Business Horizons, 58(2), pp.141-148.
Farooq, U. (2015) Communication Strategy Definition | Types of Communication Strategies.
[online] Available from: https://www.businessstudynotes.com/others/business-
communication/communication-strategy-types-of-communication-strategies/ [Accessed
7/04/19].
Pearson, R. (2017) Business ethics as communication ethics: Public relations practice and the
idea of dialogue. In Public relations theory (pp. 111-131). Routledge.
Pletsen, M. (2017) The 3 Main Types Of Communication Strategies.[online] Available from:
https://medium.com/kraft-designsmiths/the-3-main-types-of-communication-strategies-
208dd9b60372 [Accessed 7/04/19].