Analyzing Communication Strategies in a Business Environment - TESCO

This report examines communication within a business environment, using TESCO as a case study. It analyzes the communication needs of internal and external stakeholders, exploring different communication models such as the Shannon and Weaver model and Schramm’s model, and evaluating the effectiveness of various communication systems. The report delves into the factors influencing the choice of communication media, the importance of correct grammar and structure, and strategies for overcoming communication barriers. It also discusses communication theories, body language, and proofreading techniques. Furthermore, the report identifies the purpose, audience, and appropriate media for communication, adhering to business practices and adapting the style and content accordingly. The report also covers verbal communication, including language use, body language, and ensuring recipient understanding. The report concludes with a comprehensive analysis of communication in the business context and provides insights into effective communication strategies.

Communicate in a
Business
Environment

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1Analyse the communication needs of internal and external stakeholders..............................1
1.2 Analyse the different communication models that support administration..........................1
1.3 Evaluate the effectiveness of different communication systems..........................................2
1.4 Explain the factors that affect the choice of communication media.....................................2
1.5 Explain the importance of using correct grammar, sentence structure, punctuation, spelling
and conventions in business communications.............................................................................2
1.6 Explain the factors to be taken into account in planning and structuring different
communication media.................................................................................................................3
1.7 Explain ways of overcoming barriers to communication.....................................................3
1.8 Explain the use of communications theories and body language.........................................3
1.9 Explain proof-reading techniques for business communications..........................................3
TASK 2............................................................................................................................................4
2.1 Identify the purpose and audience of the information 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 to
be communicated........................................................................................................................4
2.4 Follow agreed business practices when communicating in writing......................................5
2.5 Adapt the style and content of a communication, appropriate to specific audiences............5
2.6 Present written communications that are clear, expressed in correct grammar and reflect
what is intended...........................................................................................................................5
2.7 Meet agreed deadlines in communicating with others..........................................................5
TASK 3............................................................................................................................................5
3.1 Identify the nature, purpose, audience and use of the information to be communicated......5
3.2 Use language that is correct and appropriate for the audience’s needs.................................6
3.3 Use appropriate body language and tone of voice to reinforce messages.............................6
3.4 Identify the meaning and implications of information that is communicated verbally........6

3.5 Confirm that a recipient has understood correctly what has been communicated................6
3.6 Respond in a way that is appropriate to the situation and in accordance with organisational
policies and standards.................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
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. The report is based on TESCO which help in communicate with each other
and their employees (Aula, 2010). The main purpose of this report is to understand the internal
and external stakeholders of the company.
TASK 1
1.1Analyse the communication needs of internal and external stakeholders
Internal stakeholders are individuals within a company, i.e. employees, managers,
directors,investors; alternatively, external stakeholders 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 if between colleagues.
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 Analyse the 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;
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 could go wrong
from ‘source’ to ‘receiver’ as a message is‘ encoded’ and ‘decoded’ by two people (Bovee, Thill
and Raina, 2016).
Schramm’s Model (1954) alters this simplistic model, showing that encoding and
decoding is not a one-sided process and that by converting ideas into words humans are
constantly encoding and decoding messages to be decoded and encoded again.
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1.3 Evaluate the effectiveness of different communication systems
Understanding the "intended outcome" of communication means understanding both your
own message and how the audience may receive it.
The audience can be:
 A single co-worker
 A number of people at a meeting
 A room full of people
When you communicate, you should know whether you are trying to:
 Convey information
 Persuade
 Entertain
The effectiveness of your communication depends on how well you understand how your
purpose intermingles with your audience's position and expectations.
1.4 Explain the 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 (Guffey and
Loewy, 2010). 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.
1.5 Explain the importance of using correct grammar, sentence structure, punctuation, spelling
and conventions in business communications
Business communications are important to the impressions made between internal and
external stakeholders as well as the messages expressed. A key example of this in my role would
be email communications I use to first introduce appropriate candidates to roles. 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.
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1.6 Explain the factors to be taken into account in planning and structuring different
communication media
When planning and structuring different communication media it is important to consider how
the message you are offering will be taken in. A key consideration is the ability of the receiver to
take on your message i.e. your message should be clear for a reader who may find reading
English difficult who might have English as a second language or suffer from a reading disability
(Hansen, 2010). 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.
1.7 Explain ways of overcoming barriers to communication
Understanding-There are many reasons that a receiver may find it difficult to understand
message. In order to decrease the likelihood of difficulties, it is important that communication is
clear, with minimal use of dialect or strong accents, and that for those with disabilities or English
is their second language.
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 and so it is important to address these ideas to ensure understanding between
both parties.
1.8 Explain the 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. In my work, I understand that body language, similarly to tone in a telephone
conversation, is a key aspect to how a message is created and taken in. For example, closed body
language can suggest that someone is uncomfortable, nervous, or judgemental.
1.9 Explain 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.
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During my role, I commit many emails to candidates and clients. At first these were reviewed by
my mentor to ensure I understood the quality expected in the emails and attached documents.
TASK 2
2.1 Identify the purpose and audience of the information to be communicated
Sources of information can be classed as Primary Source and Secondary Source. A
primary source of information is one that is seen and heard directly by a person (Iskanius, Page
and Anbuudayasankar, 2010). These sources can be diary entries, letters, newspapers, articles,
court records, interviews, surveys, journals etc – Primary sources are actual evidence that hasn’t
undergone any changes. A secondary source of information is something heard through
somebody else. It can be interpreted or analysed primary information – books, interpreted
documents or recordings, etc.
2.2 Select communication media that are appropriate to the audience and information to be
communicated
Electronic forms of written communication are emails and faxes. Anything which is
stored or transmitted electronically are forms of data or communication. In an office
environment, I have to be able to interpret information from sources, whether manual or
electronic. When choosing electronic communication to exchange information, I have to think
logically to decide which is the best and efficient method of communication.
2.3 Present information in the format, layout and style that is appropriate to the information to be
communicated
Colloquial, casual, and formal writing are different styles with their own expectations and
outcomes. The style of writing you use depends on your intentions, your medium, and your
audience.
Casual language is informal and conversational. It's how you write in friendly text
messages or chats. Likely, you only use casual language judiciously at work, particularly with
your superiors. Casual language is the way you speak with your peers.
Colloquial language is similar, and refers to the language we use to communicate with
family and close friends. Colloquial language includes slang and dialect.
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2.4 Follow agreed business practices when communicating in writing
Prepare all documents for presentation depending on what has to be delivered. I must
keep documents in the correct order, so that the communication goes in a flow without any errors
(Louhiala-Salminen and Kankaanranta, 2011) While presenting, I must be clear when stating the
objectives, and must give an introduction on what I am going to present, why I am there to do it,
why the attendees are there and why it is important. Present the information step by step using
resources to help explain when needed.
2.5 Adapt the style and content of a communication, appropriate to specific audiences
Check the points that are written down; if points are not accurate it could destroy the
reputation of the company therefore if I am unsure of anything, I double check with someone
who is knowledgeable and experienced people and then update the written document. Spell
check and grammar check; spell check is an option to easily correct typo errors, however it is not
100% accurate so it is always best to re-read your document at least twice before finalising.
2.6 Present written communications that are clear, expressed in correct grammar and reflect what
is intended
The main purpose of accurate use of grammar, punctuation and spelling is to ensure that
the receiver of the information reads it accurately. Also, in addition to this, when even a task
your employer expects you to complete the task perfectly. If a document has any inaccuracies,
the chance of readers loosing their trust in you or your organisation grows.
2.7 Meet agreed deadlines in communicating with others
Proper grammar, punctuation and spelling ensure your reader will have an easy time
reading your communication, making communication more efficient.
When a document has factual errors, readers tend to distrust the entire thing. Perceived
unreliability could have a negative impact on your reputation, and thus your standing within your
organisation.
TASK 3
3.1 Identify the nature, purpose, audience and use of the information to be communicated
When communicating verbally the person communicating the information must be clear
about the purpose of the communication and the needs of the person receiving the information
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including what they will use the information for. Information gathered may need to be analysed
so it can be presented clearly.
3.2 Use language that is correct and appropriate for the audience’s needs
The person communicating information gathered, having ensured it is accurate, must
determine the best written method to be used for the purpose (Teece, 2010). The content and
structure of the information should be planned before it is communicated to ensure effectiveness.
Appropriate written communication methods and house styles should be used.
3.3 Use appropriate body language and tone of voice to reinforce messages
When communicating any business information the communicator must ensure that the
receiver is entitled to receive the information. It should be confirmed that the information to be
communicated does not breach organisational policy, including data protection, or infringe
business confidentiality.
3.4 Identify the meaning and implications of information that is communicated verbally
Body language or non verbal communication is a very important form of communication.
It is a strong form of communication that is often neglected by a majority of the people. Every
person in this world uses gestures as a sign to express their emotions, but not many of us are
aware of it or acknowledge it. Body language is a form of non verbal signal that is used by many
to communicate.
3.5 Confirm that a recipient has understood correctly what has been communicated
When a person speaks, through their tones we can recognise whether the person is in a
funny mood or passionate about what they are talking (Wild, Wild and Han, 2014). The tone
delivers the concerns the speaker, and we can also figure out whether the speaker is sincere or
not. When we talk or present anything, the event has to be a two way one, so that it includes
everyone present, otherwise the audience may find it boring.
3.6 Respond in a way that is appropriate to the situation and in accordance with organisational
policies and standards
Listening is one of the most important skills I should be having in order to perform my
job well. The extent to which I listen will reflect on my job and performance. It also will portray
the quality of my relationship with my team and clients.
 I listen to obtain information from others.
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 I listen to understand what others say (Business communication. 2017).
 I listen to learn new things.
 I listen because I respect others feelings as I wish others to respect mine
CONCLUSION
As per the above mentioned report it can be concluded that 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. Business
communications are important to the impressions made between internal and external
stakeholders as well as the messages expressed.
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REFERENCES
Books and journals
Aula, P., 2010. Social media, reputation risk and ambient publicity management. Strategy &
Leadership. 38(6). pp.43-49.
Bovee, C.L., Thill, J.V. and Raina, R.L., 2016. Business communication today. Pearson
Education India.
Guffey, M.E. and Loewy, D., 2010. Business communication: Process and product. Cengage
Learning.
Hansen, A., 2010. Environment, media and communication. Routledge.
Iskanius, P., Page, T. and Anbuudayasankar, S.P., 2010. The traditional industry sector in the
changing business environment–a case study of the Finnish steel product industry.
International Journal of Electronic Customer Relationship Management. 4(4). pp.395-
414.
Louhiala-Salminen, L. and Kankaanranta, A., 2011. Professional communication in a global
business context: The notion of global communicative competence. IEEE Transactions
on professional communication. 54(3). pp.244-262.
Teece, D.J., 2010. Business models, business strategy and innovation. Long range planning.
43(2). pp.172-194.
Wild, J.J., Wild, K.L. and Han, J.C., 2014. International business. Pearson Education Limited.
Online
Business communication. 2017. [Online]. Available through:
<http://www.managementstudyguide.com/business_communication.htm>.
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