Report: Effective Communication in a Business Environment Analysis

This report analyzes communication within a business context, specifically focusing on Marks and Spencer. It explores the communication needs of internal and external stakeholders, different communication models such as Shannon-Weaver and Berlo's models, and the effectiveness of various communication systems like telephone and email. The report also examines factors influencing media choice, the importance of correct communication, and strategies for planning and structuring communications. Furthermore, it covers communication theories, body language, proofreading techniques, audience analysis, and adapting communication styles. It emphasizes the significance of clear, grammatically correct written communication and adhering to agreed business practices, providing a comprehensive overview of effective business communication strategies.

COMMUNICATE IN A
BUSINESS ENV

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Communication needs of internal and external stakeholders................................................1
1.2 Different communication models that support administration..............................................1
1.3 Effectiveness of different communication systems...............................................................2
1.4 Factors that affect the choice of communication media........................................................2
1.5 Importance of using correct communication.........................................................................2
1.6 Factors to be taken into account in planning and structuring different communication.......3
1.7 Ways of communications theories and body language.........................................................3
1.8 Use of communications theories and body language............................................................3
1.9 Proof reading techniques for business communications.......................................................4
TASK 2............................................................................................................................................4
2.1 Purpose and audience of the informations to be communicated...........................................4
2.2 Select communication media that are appropriate to the audience and information to be
communicated.............................................................................................................................4
2.3 Present information in the format layout and style that is appropriate to the information. . .5
2.4 Agreed business practice when communicating in writing...................................................5
2.5 Adapt the style and content of a communication, appropriate to specific audience.............5
2.6 Written communications that are clear, expressed in correct grammar and reflect what is
intended.......................................................................................................................................5
2.7 Meet agreed Deadlines in communicating with others.........................................................6
TASK 3............................................................................................................................................6
3.1 Nature, purpose, audience and use of the information to be communicated........................6
3.2 Use of language that is correct and appropriate for the audience's needs.............................6
3.3 Appropriate body language and tone of voice to reinforce messages...................................7
3.4 Meaning and implications of information is communicated verbally..................................7
3.5 Confirm that a recipient has understood correctly what has been communicated................7
3.6 Respond in a way that is appropriate to the solution and in a accordance with
organizational policies and standards..........................................................................................7
CONCLUSION................................................................................................................................8

REFERENCES................................................................................................................................9

INTRODUCTION
Communication is sending and receiving information between two or more people. The
person sending the message is referred to as the sender, while the person receiving the
information is called the receiver (What is Communication?, 2015). The information conveyed
can include facts, ideas, concepts, opinions, beliefs, attitudes, instructions and even emotions.
Present report is based on Marks and Spencer, which is multinational retail store that provide
clothing and grocery products to its customers. It include communication needs of internal and
external stakeholders. Along with this, Nature, purpose, audience and use of the information to
be communicated is also mentioned in this project.
TASK 1
1.1 Communication needs of internal and external stakeholders
Communications are the systems and processes that are used to communicate or
broadcast information, especiallyby means of electricity or radio waves. Internal stakeholders are
individuals within a company, i.e. employees, managers, directors,investors; alternatively,
external stakeholders are those that are outside of but care/benefit from the performance of the
company, i.e. consumers, regulators, investors, suppliers, etc. The communications of these
groups differ and have different objectives;
Internal: Communication internally can be less formal due to familiarity between members of a
team. Internal communications will be more honest than external due to the need to maintain and
improve business performance on realistic figures.
External: This type of communication is varies largely on what the business wants/needs from its
external audience. In terms of investors, a company would be more honest with figures than it
would with customers/consumers, i.e. margin profits or company performance, in order to secure
money from individuals.
1.2 Different communication models that support administration
Communication is a key element to business success both internally and externally. There
have been multiple models which explore how people communicate to enhance their ability to
transfer messages (Apulu and Latham, 2011).
 Shannon and Weaver Model Of Communication (1948): This is one of the earliest
models of communication and lays out the process of conversation to evidence what
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could go wrong from ‘source’ to ‘receiver’ as a message is ‘encoded’ and ‘decoded’ by
two people.
 Berlo’s Model (1960) further alters Shannon and Weaver’s model –stressing the
relationship between the sender and receiver of messages by highlighting the
communication skills and perceptions which allow people to encode and decode
messages as they do (Björklund, 2011).
1.3 Effectiveness of different communication systems
There are a range of different communication systems/methods which are used within
business:
 Telephone: Telephone calls are one of the most common forms of communication used in
business. It is an effective communication method in business due to the ability to
structure messages.
 Email: Comparatively to telephone calls, email is entirely written, resulting in a lack of
verbal question and limited understanding of objectives such as personality or attitudes.
1.4 Factors that affect the choice of communication media
When deciding which communication media to use it is important to consider what
message you are trying to get across/receive. For large amounts of information email is the best
choice as it is able to hold a large amount of written text and some documentation. When looking
to describe and to discuss, telephone or face-to-face are better choices as they allow the use of
senses within conversation i.e. tone (hearing), body language (visual), as well as ensuring the
understanding of both parties due to quick feedback. Telephone calls are typically better when
looking to discuss large amounts of information or to save time.
1.5 Importance of using correct communication
Business communications are important to the impressions made between internal and
external stakeholders as well as the messages expressed. These emails must be engaging, as to
grab the attention of the reader, structured comprehensibly to include key information, formal in
nature and written in good English including spelling and grammar as to make a good impression
and a clear message for the reader (Botha, Kourie and Snyman, 2014). If unclear of details, a
candidate may be turned off by a role or time may be wasted clarifying information typically
appropriate candidates will get a lot of emails/messages daily and so it is important that time is
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spent making it clear for them to assess if they should return contact through the structuring and
content of the first email sent to them.
1.6 Factors to be taken into account in planning and structuring different communication
When planning and structuring different communication media it is important to consider
how the message you are offering will be taken in. Consequently, it is important to make sure
that any message is as succinct as possible only relevant and necessary information included
within emails or conversations. Other considerations include the formality of language choices
involved in portraying ideas, i.e. conversations with clients, and the desired outcome of
communication. Planning and structuring communication is key to increasing the likelihood the
receiver will understand the intended message (Craig and Campbell, 2012).
1.7 Ways of communications theories and body language
There are many barriers to communication overcoming them is important to ensure
successful business communications. These barriers consist of:
 Understanding: There are many reasons that a receiver may find it difficult to understand
a message. In order to decrease the likelihood of difficulties, it is important that
communication is clear, with minimal use of dialect or strong accents.
 Difference in perception: Over the phone and particularly over email it can be difficult to
ensure that the receiver has understood a message as intended, furthermore, they can
disagree on certain elements.
 Cultural differences: Differences in cultural backgrounds typically alter body language,
attitudes, and tone of voice in response to ideas.
1.8 Use of communications theories and body language
Berlo’s theory of communication takes into account the importance of senses, and
therefore body language as viewed by a receiver, in the deliverance of a message. Similarly, it
can be argued that the ‘interference’ of Schramm’s model could include such things as body
language. For example, closed body language can suggest that someone is uncomfortable,
nervous, or judgemental. Using open body language in meetings with clients/candidates is
important as it helps to portray an honest and friendly message (Dibrell, Craig and Hansen,
2011).
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1.9 Proof reading techniques for business communications
There are many proof-reading techniques used in business: key examples include peer
review, software review, and self-evaluation. Proof-reading is important in business as
communications are commonly the foundation for the opinion of a client or candidate of you and
your business therefore, creating a professional message is important to ensure positive feedback.
TASK 2
2.1 Purpose and audience of the informations to be communicated
Communication is complete only when the receiver understands the message in the same
sense and sprite that sender intends to convey. The great cause of illusion is sender's inability to
understand the audience (Gharajedaghi, 2011). Understanding the audience is fundamental to the
success of any message. The sender needs to analyses the audience and then adapt the message
to their goals, interests and needs. Audience like to listen the message that suits their interests,
familiar with their level of knowledge and understanding and seems true and credible.
Types of Audience:
 Primary Audience
 Secondary Audience
 Initial Audience
 Gatekeeper Audience
 Watch dog Audience
2.2 Select communication media that are appropriate to the audience and information to be
communicated
Communication is valuable in a business environment as three are several parties
involved. Various stakeholders, whether they are customers, employees or the media, are always
sending important information to each other at all times. To communicate with the customers the
organization can use various media such as television channels, internet, promotional campaign
and so on. Face to face conversations and oral communications make possible more detailed
discussion to clarify issues, written communication provide clear statement of discussion and
their outcomes can be recorded and filed. Online communication have revolutionized ways of
working by providing fast, cheap and efficient ways of interacting that can easily be stored
within files (Hair, 2015).
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2.3 Present information in the format layout and style that is appropriate to the information
E- mail be the quick and convenient way to relay daily business messages, but the printed
business letter is still the preferred way to convey important information. A carefully crafted
letter presented on attractive letterhead can be powerful communication tool. The most widely
used format for business letters is “block style,” where the text of the entire letter is justified left.
The next is single spaced, except for double spaces between paragraphs. Typically, margins are
about 1 inch on all sides of the document, which is the default setting for most word procession
programs. It is a good idea to include sender's email and link, if available.
2.4 Agreed business practice when communicating in writing
In Principles of Business communication there are some guidelines or principles that are
to be considered and followed to make communication effective. Among them seven are
fundamental and relevant and these are clarity, completeness, conciseness, courtesy, correctness,
consideration and concreteness (Hinchliffe and Jolly, 2011). These fundamental principles are
popularly knowns s 7Cs of business communication. These principles of communication are
given below with a view of point.
2.5 Adapt the style and content of a communication, appropriate to specific audience
According to situation the content and style of communication differs form one another.
There are many types of listeners in Marks and Spencer. The style and content of the
communication should vary from one to another types of audiences.
If the specific audience are the customers of the organization, the approach must be
persuasive. The formal tome of a client negotiation will in inappropriate when chatting with
colleagues. Failing to modify the communication style to the audience can result in confusion,
misunderstanding and even offence. It's a risk that's not worth taking, so taking care with all of
communication especially in business is important.
2.6 Written communications that are clear, expressed in correct grammar and reflect what is
intended
There are different forms of communication in business, such as verbal, non-verbal and
written. Each of these communication forms is significant. However, written communication
usually requires more thought and effort. Writing must be concise, informative and easy to read
as both an informative and instructional tool. The importance of written communication in
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business is evident by the plethora of forms, manuals and materials that companies publish each
day. Written communication can take the form of legal document or manuals (Morgan, 2012).
An employee will likely change his behaviour when employers document infractions with letters
and he faces possible termination for non-compliance.
2.7 Meet agreed Deadlines in communicating with others
It is very important in maintaining timeliness in business communication. When
communicating with other the date of meeting and the dead lines should be maintained very
perfectly. Rather there may be several losses of data or money or misunderstanding. A document
loses its viability if the deadline exceeds. Having a complete plan ready months before is
important, it can change, but a plan helps to meet deadline. Starting with an outline and
milestones is a good idea.
TASK 3
3.1 Nature, purpose, audience and use of the information to be communicated
When communicating in a work environment, the nature is to communicate factually, in
concisely and in an easily digestible style. If you are communicated non-verbally, e.g. a letter,
the information needs to be relevant, accurate and be presented professionally. You have to make
sure in a business environment that the information that you a portraying or that is being
portrayed to you is accurate. This is why it is a good idea to confirm that a recipient has
understood correctly what has been communicated but repeating what either you have said, or
what they have said to clarify for yourself. When you are communicating verbally, or non-
verbally, your language and style will change depending on who the recipient is.
3.2 Use of language that is correct and appropriate for the audience's needs
Communication has not taken place until the person(s) being communicated with has
understood the message as the sender intended." In other words, an appropriate choice of
language for your audience is required. The communication should be at a pitched at a level that
will be understood by your audience e.g. if you were talking to a customer you wouldn't be using
the usual jargon or abbreviations that would to your colleagues in the office (Savage-Austin and
Honeycutt, 2011).
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3.3 Appropriate body language and tone of voice to reinforce messages
When you are trying to reinforce messages, your body language and tone of voice will
help this. Your tone of voice needs to be moderate to low and the speed of what you are talking
needs to be slow enough in order for it to be clear and easy to understand. When communicating
verbally, your body language will be assessed. Keep your posture high with your shoulders back,
give direct, solid eye contact and smile. Also use purposeful and deliberate hand gestures and
these will make you appear confident and interesting (Sekaran and Bougie, 2016).
3.4 Meaning and implications of information is communicated verbally
Communication is the act of transferring information from one person to another. If you
do this verbally, it will usually be as a face to face conversation or over the phone. When
speaking to a customer over the phone I use question techniques as way of confirming that the
information has passed through successfully. Examples of this would be, using open questions.
Using questioning techniques is a positive way of engaging the recipient as you are enquiring
their input building a positive response from them. Skilful questioning can be matched with
active listening from yourself so you are both engaging what the other is saying.
3.5 Confirm that a recipient has understood correctly what has been communicated
It is important that we confirm that what we have been communicating has been
understood. A way of judging this when having a face to face conversation would be by
observing the person's body language as you speak and by questioning throughout. With all
forms of communication, at the end almost like a conclusion, you could sum up overall what has
just been discussed as a clarification of understanding.
3.6 Respond in a way that is appropriate to the solution and in a accordance with organizational
policies and standards
Sometimes when questioning and answering over the phone, information can be
misinterpreted due to the speaker’s nerves. You should always appear confident when you speak
by speaking clearly and speaking with a smile. Smiling can change the tone of your voice to
make you sound friendly and welcoming whereas if you are frowning you may seem like you are
fed up and that you don’t really want to be having that particular conversation. As a result, that
could lead to your company losing their customer morale (Trevino and Nelson, 2016). When
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speaking to a customer it is important that you are following your companies’ policies and
standards.
CONCLUSION
From the above mentioned report, it can be concluded that business communication
define most organization, resulting in effective marketing campaigns, productive interpersonal
relationship among co workers and successful customers service. Poor communication abilities
can cause a negative impact on the clients loyalty to the company.
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REFERENCES
Books and journals
Apulu, I. and Latham, A., 2011. Drivers for information and communication technology
adoption: a case study of Nigerian small and medium sized enterprises. International
Journal of Business and Management. 6(5).s p.51.
Björklund, M., 2011. Influence from the business environment on environmental purchasing—
Drivers and hinders of purchasing green transportation services. Journal of Purchasing
and Supply Management. 17(1). pp.11-22.
Botha, A., Kourie, D. and Snyman, R., 2014. Coping with continuous change in the business
environment: Knowledge management and knowledge management technology.
Elsevier.
Craig, T. and Campbell, D., 2012. Organisations and the business environment. Routledge.
Dibrell, C., Craig, J. and Hansen, E., 2011. Natural environment, market orientation, and firm
innovativeness: An organizational life cycle perspective. Journal of Small Business
Management. 49(3). pp.467-489.
Gharajedaghi, J., 2011. Systems thinking: Managing chaos and complexity: A platform for
designing business architecture. Elsevier.
Hair, J. F., 2015. Essentials of business research methods. ME Sharpe.
Hinchliffe, G. W. and Jolly, A., 2011. Graduate identity and employability. British Educational
Research Journal. 37(4). pp.563-584.
Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science. 40(1). pp.102-119.
Savage-Austin, A. R. and Honeycutt, A., 2011. Servant leadership: A phenomenological study of
practices, experiences, organizational effectiveness, and barriers. Journal of Business &
Economics Research (JBER). 9(1).
Sekaran, U. and Bougie, R., 2016. Research methods for business: A skill building approach.
John Wiley & Sons.
Trevino, L. K. and Nelson, K. A., 2016. Managing business ethics: Straight talk about how to do
it right. John Wiley & Sons.
Online
What is Communication?. 2015. [Online]. Available
through.<https://www.skillsyouneed.com/ips/what-is-communication.html>.
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