Business Communication Strategies: A Comprehensive Report

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Unit 01: Communicate in a Business
Environment
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Table of Contents
Introduction................................................................................................................................3
AC1.1: Analyse the communication needs of internal and external stakeholders.....................4
AC1.2: Analyse the different communication models that support the administration.............4
AC1.3: Evaluate the effectiveness of different communications systems.................................7
AC1.4: Explain the factors that affect the choice of communication media.............................8
AC1.5: Explain the importance of using correct grammar, sentence structure, punctuation,
spelling and conventions in business communications..............................................................9
AC1.6: Explain the factors to be taken into account in planning and structuring different
communication media..............................................................................................................10
AC1.7: Explain ways of overcoming barriers to communication............................................11
AC1.8: Explain the use of communications theories and body language................................11
AC1.9: Explain proof-reading techniques for business communications................................12
AC 2.1: Identify the purpose and audience of the information to be communicated..............13
AC 3.1: Identify the nature, purpose, audience and use of the information to be
communicated..........................................................................................................................13
AC 3.4: Identify the meaning and implications of information that is communicated verbally
..................................................................................................................................................14
Conclusion................................................................................................................................15
Reference List..........................................................................................................................16
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Introduction
The role of communication is essential from the point of view of an organisation as it is
necessary so that the employees of an organisation do their work effectively and the demands
of the clients are understood properly. There are several methods of communication, and it
can be of two forms like verbal and non-verbal. It aids to create a good relationship with the
staffs that, in turn, enhance their efficiency as well as moral. In this assignment, the needs of
communication with internal as well as external stakeholders have been analysed along with
the evaluation of various models of communication has been elaborated.
The effectiveness of various systems of communication has been discussed along with the
forces that influence the choices that are made with respect to the mediums of
communication. The factor that affects the plans, as well as structures of various mediums of
communication, has been explained. The ways of conquering the barriers of communication
have been explained in the assignment.
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AC1.1: Analyse the communication needs of internal and external stakeholders
Communication is important in order to convey a message, data or information adequately so
that the adequate services are provided to the customers. As far as the internal stakeholders of
an organisation are considered, that is, the employees, the directors of the company and its
managers along with the shareholders or owners of the organisation, communication plays an
important role in creating a positive or healthy environment in an organisation. This plays a
vital role in cases when the employees are not motivated or are discouraged when they find
pessimistic stories of the organisation in which they work on media
(Businesscasestudies.co.uk, 2019). Therefore, healthy means of communication in an
organisation aids the internal stakeholders of an organisation to understand its strategies,
thereby strengthening the brand of the organisation. The forms of communication can be
informal, formal, written or verbal.
The external stakeholders of an organisation are its customers, vendors or suppliers, society,
government and the local community. It is necessary that the external stakeholders of an
organisation are communicated effectively by using proper means of communication such
that the information or news of the organisation is spread using press releases, newsletters,
financial records and direct mails (Smallbusiness.chron.com, 2019). It aids an organisation to
define the perception of the public or customers of an organisation and reach fresh clients. It
aids an organisation to increase its base of customers by using proper means of advertising or
promotions.
AC1.2: Analyse the different communication models that support the administration
Communication is important so that an organisation can function effectively. Several models
of communication underpins administration of an organisation, namely, Shannon Weaver
model of communication, Berlo’s SMCR model of communication and Schramm model of
communication.
Shannon Weaver model of communication: The Shannon Weaver model of communication
that is a primary model of communication that is a technical model of communication. The
model consists of four stages, namely, sender or source of information, encoder or
transmitter, channel or medium of communication, receiver or decoder, noise and destination.
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Shannon Weaver model of communication is the primary model of communication in which
data is passed through a transmitter from the source of information to the destination through
the receiver. However, the data is perturbed by sources of noise (McQuail and Windahl,
2015). It aids to remove the noise by understanding the process of communicating
effectively; it can be applied to general communication and can be measured. However, the
model is more applicable to personal communication rather than mass communication.
Feedbacks are not given much importance in this model.
Figure 1: Shannon Weaver model of communication
(Source: Businesstopia.net, 2018A)
Berlo’s SMCR model of communication: This model of communication consists of four
factors that affect communication that is sender or transmitter, message, medium or channel
and recipient. Berlo’s SMCR model of communication does not consider feedback to be
important and does not consider the barriers or obstacles of communication like noise
(Turaga, 2016). The model is a linear form of communication and does not consider two
ways of communication. As per the model, the people who are a part of communication must
be same as per the factors that have been mentioned.
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Figure 2: Berlo’s SMCR model of communication
(Source: Businesstopia.net, 2018B)
Schramm model of communication: This model of communication is circular and has three
key components, namely, encoder, interpreter and decoder. This model of communication is a
dynamic model and represents the changes of the situation (John et al., 2019). The model
explains the importance of redundancy and considers feedback to be important. However, the
model does not consider the sources of noise that affects the quality of the message or
information that is transmitted.
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Figure 3: Schramm model of communication
(Source: Communicationtheory.org, 2010)
AC1.3: Evaluate the effectiveness of different communications systems
There are various types of communication, namely, star, circle, two way, one way, bottom
up, top down, chain, all-channel and wheel. The effectiveness of different systems of
communication has been explained below:
Systems of communication Strengths Weaknesses
Face-to-face
communication
o It aids to convey the
messages aptly by using
facial expressions and
nonverbal signs.
o It may give rise to
conflicts, thereby giving
rise to stress or tensions.
Telephone communication o It aids to convey
messages between people
at a distance.
o Absence of facial
expressions or nonverbal
aids to avoid any sort of
conflict
(
o This method of
communication is not so
personal.
o The emotions of the
transmitter cannot be
understood aptly.
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Yourbusiness.azcentral.c
om, 2019).
E-mail communication o The time of the responses
is flexible.
o It aids to send files,
attachments, documents
or images.
o It may lead to
misunderstandings.
o The form of
communication is less
personal as compared to a
telephonic form of
communication.
Discussion Forms o It allows the resources to
be available to the
employees of an
organisation.
o It aids the internal
stakeholders of an
organisation to be
engaged effectively.
o Personal connectivity is
not present in this form of
communication.
o Anonymous posts can be
made.
o Responses and comments
can be delayed.
Social Media o It aids to engage
customers effectively.
o It aids to provide
feedback.
o The risk of
miscommunication is
high in this case.
o If the negative feedbacks
are not addressed by an
organisation, then its
reputation can worsen.
Table 1: Effectiveness of different communications systems
(Source: Created by the learner)
AC1.4: Explain the factors that affect the choice of communication media
The mediums of communication are oral or written forms of conveying messages. The factors
that affect the choice of mediums of communication have been explained below:
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o Diversity in culture: The diversity in culture of an organisation that is the backgrounds
from which its employees influences the mediums of communication that are chosen by
an organisation.
o Audience: The audience or the customers that an organisation wants to target affects the
medium of communication that is chosen.
o Focus and objectives: The objectives that an organisation has with respect to its journey
affect its selection of communication channel (Masscommunicationtalk.com, 2013).
o Accuracy of messages: The accuracy of the information that has to be delivered to the
receiver affects the choice of the communication channel.
o Security of information: The security of the data that has to be conveyed to the recipient
affects the choice of the communication channel.
o Speed of communication: The speed at which data is conveyed affects the choice of
communication media.
o Cost of communication: The cost of communication affects the choice of communication
media of an organisation.
o Distance: Depending upon the distance up to which a message has to be conveyed affects
the choice of communication media.
AC1.5: Explain the importance of using correct grammar, sentence structure,
punctuation, spelling and conventions in business communications
The reasons for having correct grammar, punctuation, conventions, spelling and structure of
the sentence is used in business communication have been described below:
o Impression: As it is said that “The first impression is the last impression” therefore, it is
important that proper grammar is used in business communications so that a good
impression is created on the readers. It aids to gain attention, respect as well as the
confidence of the readers.
o Reputation: It aids to create a good reputation on the readers regarding the senders or the
transmitters of the messages (Linkedin.com, 2016).
o Misunderstanding: Absence of grammatical, spelling and punctuation mistakes aids to
avoid any sort of misunderstanding or miscommunication.
o Effectiveness: It aids to enhance the efficiency of the communication or the conveyance
of data or messages.
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o Cost: Any sort of errors in grammar may lead to wrong actions to be taken that may
require a huge cost to be rectified. Thus, the use of proper grammar and conventions aids
to reduce the cost of lawsuits.
o Competitive advantage: It aids an organisation to gain a competitive edge over other
organisations in the market as it aids to clarify the information or the work that has to be
done.
o Productivity: It aids to enhance the productivity of a business as it aids to pass the
messages or information aptly to the stakeholders of the organisation.
AC1.6: Explain the factors to be taken into account in planning and structuring
different communication media
It is necessary that proper strategies or plans are devised with respect to different mediums of
communication so that the message or information is conveyed aptly to the receivers without
any confusion. The factors that affect the planning of various mediums of communication
are:
o Audience: The audience that has to be reached or targeted by an organisation affects the
plans, or the strategies are devised with respect to channels of communication.
o Objectives of communication: It is necessary that the objectives that have to be achieved
by an organisation are considered in order to make a plan regarding various means of
communication.
o Message: The message that has to be conveyed must be taken into account in order to
devise effective plans regarding various means of communication.
o Channel: The channel that has to be selected in order to convey information or data is
important to be considered to devise effective plans regarding the mediums of
communication.
o Timing: The time within which the data or information has to be conveyed to the
receivers have to be considered in order to make plans regarding the channels of
communication.
It is of utmost importance that the means of communication are structured effectively in order
to make sure that the chances of misunderstanding or misinterpretations can be avoided or
minimised. The factors that affect the process of structuring various mediums of
communication are as follows:
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o Backgrounds: The background of the organisation and the information or data that has to
be communicated has to be taken into account in order to structure various mediums of
communication.
o Details: The details of the communication play an important role in determining the
structure of various mediums of communication.
o Responses: The responses or the actions that are taken after the communication takes
place to determine the structure of the mediums of communication.
o Conclusion: The way the mediums of communication have to be concluded or closed
determines the process of making the structure of the mediums of communication.
AC1.7: Explain ways of overcoming barriers to communication
There are various barriers of communication that affects the process of communication,
namely, emotions, perceptions, mindset, differences in languages, difficulties in hearing,
prejudices, judgemental and differences in culture. In order to overcome the barriers of
communication, it is necessary to adopt the following ways:
o Emphasis on receiver: It is necessary that the receiver is focussed so that confusions and
misinterpretations can be avoided.
o Clarity of information: The information or data must be crystal clear so that
misunderstandings can be avoided (Meuter et al., 2015).
o Deliverance of information: It is necessary that data or information is delivered
effectively so that confusions and delays can be avoided.
o Several communication mediums: It is mandatory to have several mediums of
communication so that if one medium fails, then other mediums can be used to
communicate.
o The attentiveness of attitudes and emotions: It is necessary that an individual is aware of
his or her attitude and emotions so that misunderstandings and misperceptions can be
avoided.
AC1.8: Explain the use of communications theories and body language
Various theories of communication have been developed. The use of each theory of
communication has been discussed below:
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Mehrabian’s ‘Silent Messages’: The theory developed by Albert Mehrabian signifies that
non-verbal communication is the most powerful means of communication using signs,
pictograms and gestures. This model emphasises on non-verbal means of communication as it
speaks more than words (Talley and Temple, 2018).
Birdwhistell’s theory of kinesics: This theory focuses on expressions of the face of people
when they are speaking (Yılmaz and Róka, 2017). This theory focuses on the intensity of
emotions that speaks more than words such that the receiver can decode the information
effectively.
Argyle’s communication cycle: This theory of communication is important because it aids to
organise and compose messages effectively such that the receiver of the messages can decode
and understand it effectively (Blog.urgenthomeworkhelp.com, 2019).
The body languages play a crucial role in communication as it aids to transfer the messages
or the data effectively without giving rise to any sort of confusion or misinterpretation. The
body languages like gestures, eye contact, expressions on the face, touch and posture aids to
transfer data effectively along with verbal communication.
AC1.9: Explain proof-reading techniques for business communications
Business communication is the process of sharing information or data among people both
inside as well as outside an organisation. The business communications are performed so that
the organisations can be benefitted from it. There are various forms of communication in
organisations like emails, documents, spreadsheets, diagrams, graphs, photographs and
charts. There are several techniques of proof-reading for communications in business like
checking facts, SPAG that is spelling, grammar and punctuation, checking names, figures,
reviewing or checking the hard copies by using dictionaries and create a checklist for proof-
reading.
The proof-reading techniques specified above aids to make sure that the information that is
provided is apt, valid and reliable so that it does not lead to confusions or misinterpretations.
It is necessary that the documents are printed and read aloud so that the mistakes can be
figured out and amended (Instructionalsolutions.com, 2019). It is necessary that acronyms or
abbreviations are avoided so that it does not lead to any sort of miscommunication. It is
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