Report: Managing Communication, Knowledge and Information

This report analyzes the effective management of communication, knowledge, and information within an organization, particularly focusing on the case of Omega Airlines. It explores the range of decisions to be made, the information and knowledge required for effective decision-making, and the importance of both internal and external sources of information. The report delves into stakeholder involvement in the decision-making process, examining their relationships with the business and strategies for improvement. It also investigates the existing communication processes within the organization, identifying areas for improvement and suggesting ways to ensure greater integration and appropriateness. The report offers recommendations for improving access to systems of information and knowledge, emphasizing the importance of quality, relevance, completeness, and timeliness. The report concludes by discussing the implementation of strategies for improvement to ensure greater integration and to enhance communication skills.

Managing Communication, Knowledge
and
Information

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Discuss the range of decisions to be taken.......................................................................3
1.2 Information and knowledge needed for effective decision making.................................3
1.3 Internal and external sources of information....................................................................4
1.4 Recommendations for improvement................................................................................4
TASK 2............................................................................................................................................5
2.1 Stakeholders for decision making process.......................................................................5
2.2 Stakeholders relation with business..................................................................................5
2.3 Involvement of stakeholder's in decision making process...............................................6
2.4 Strategies for improvement..............................................................................................6
TASK 3............................................................................................................................................7
3.1 Existing process of communication in the organisation...................................................7
3.2 Way to improve appropriateness......................................................................................7
3.3 Implement improvement to ensure greater integration....................................................8
3.4 Personal plan to improve own communication skills.......................................................9
TASK 4............................................................................................................................................9
4.1 Existing approaches of information and knowledge........................................................9
4.2 Appropriate change to improve approaches of information and knowledge...................9
4.3 Implementation of a strategy to improve access to system of information and knowledge
..............................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Effective management of communication in organisation is the key for successful
business. Sharing knowledge and information are the part of business activity. Effective
communication system helps the employees in sharing their views with the top management. The
sharing of information and knowledge assist the management in effective decision making.
These also help in creating strategy to improve personal networking. These tools support in
building strong communication system so that information can be communicated effectively.
These also provide support in gathering information through different sources. Effective
communication system helps in improving system related to information and knowledge.
TASK 1
1.1 Discuss the range of decisions to be taken
. Company can improve its existing process of information and knowledge with help of
the latest technology (Hislop, 2013). Organisations should focus on new areas such as decision
making, innovation and problem solving. Effective decision making helps the company in
controlling its processes. Organisation should train their staff for better decision making and
provide them with support so that they can take decision without criticizing their activity.
Company can also use following decision terms: Strategic decisions – These decisions affect the overall activity of business. Strategic
decisions are long term direction for the company. For example, British Airways acquired
other company.
 Tactical decisions – These decisions are taken in day to day operation of the business for
solving small problems. Further, they are considered for the short term implementation of
a strategy.
1.2 Information and knowledge needed for effective decision making
Information is the base of any decision in the organisation. On the basis of available
information, management is required to take decisions. Information play important role in the
success and failure of decisions (Burke, 2013). Organisation has complex processes which need
high level of information and knowledge for making any kind of decisions. Market is changing
rapidly and in order to respond with such market situation company requires information of
market. Organisation divides its work among different departments. Their managers have

different kind of responsibilities and require huge knowledge and information to take decisions.
Organisation's output totally depends on the decisions of the top management. Appropriate
information and knowledge can help the company in gaining competitive advantages. These also
help in innovating something new and enhancing others knowledge.
1.3 Internal and external sources of information
Every organisation requires internal and external information in order to make effective
long term and short term decisions. Internal information is gathered from internal sources of the
company. External information can be collected from various outsides sources such as
customers, society, government authorities and competitors (Newell, Robertson and Swan,
2009). Company can use following internal sources for gathering information: Financial information – These are the information related with profit and loss of the
company in a financial year. These also include cost of product, wages, payments and
income and expenses. Marketing information – This information is used to identify success of goods and
services. Marketing information also includes sales in particular time, customer’s
satisfaction, market growth, etc.
 Administration information –Administration information helps in understanding the
ability of individuals and their quality as well. These focus on experience, training, skills,
career information and personal details of the employees.
1.4 Recommendations for improvement
For increasing effectiveness of information, organisation should follow below explained
recommendations: Quality – The information which is used by the management must be qualitative because
it is the base for further decisions (Desouza and Awazu, 2006). The information should
gathered be in an effective manner so that management can trust on it. It also needs to be
reliable and accurate. Relevance – The information provided either by external or internal sources should be
relevant to the problem of the company. It should be related with the concerning area of
the business. The information should also be related with product and services of the
company.

 Completeness –It should be completed in all aspects because incomplete information can
result to wrong decisions. Completeness of information means that it is adequate to
resolve any issue. Timeliness – The information which is gathered either from internal or external sources
should be available when required.
TASK 2
2.1 Stakeholders for decision making process
Stakeholders are the individual and group which directly and indirectly are connected
with operations of the company. These play an important role in decision making of the
company. Stakeholders of company can be internal and external (Ismail Al-Alawi, Yousif Al-
Marzooqi and Fraidoon Mohammed, 2007). Following are the stakeholders which are related
with decision making process of the organisation: Customers – These are the external stakeholders for the company. These stakeholders are
considered while taking decision related to price for the product and services, distribution
channels and quality of the products. Employees – They are directly related with operation of the business. Many decisions of
the company are related with employees such as salary, leaves, bonus, allowances and
working conditions. Shareholders – These are the owner of the company and are directly related with the
decision making process. Decision related to dividend and rate of shares have direct
connection with shareholders.
 Government – These include authorities of the government which keep close eye on
operation of the business. Tax rates, rules and regulation are the part of organisation's
decision making process.
2.2 Stakeholders relation with business
Organisation needs support from its stakeholders in order to achieve its objectives. For
maintaining relation between stakeholders and management, company is required to identify its
stakeholder (Williams, 2011). After that it divides them into different segment based on their

nature. Following are the structure for maintaining good relationship with stakeholder and
getting maximum result: Identify the stakeholder – Company is required to collect information about its
stakeholder so that they can develop proper way of communication. Understand needs of stakeholders –The firm should focus on understanding the needs of
its stakeholders. It helps the business to identify the necessity of information for the
stakeholders. Engagement of company – Organisation should focus on improving the way of
communication with customers. Company should use two way communications for
exchanging information.
 Monitoring – Effective engagement of company can be monitored through feedbacks of
the customers and other stakeholders.
2.3 Involvement of stakeholder's in decision making process
Involvement of stakeholders in the decision making helps the company in increasing its
authority and enhancing their knowledge. This involvement of stakeholders in business decision
making helps the stakeholders to better understand the position of firm. Involvement of
stakeholders provides guidelines to take corrective actions to the organisation (Peffers,
Rothenberger and Chatterjee, 2007). It also helps the company in understanding corporate social
responsibility towards society. The purpose behind involving stakeholder is to improve firm's
financial performance. Stakeholders provide help in making long term decisions for better
outcomes.
Involving stakeholders in decision making process help in making the business
successful. Different stakeholders provide different types of solution for a problem so company
have alternative solutions to solve any problems. Involvement of stakeholders in decision
making process can result to decrease communication gap and increasing the mutual
understanding.
2.4 Strategies for improvement
Company can improve its relation and management with the stakeholders in the
following ways:

 Employees – Company should arrange meetings and seminars in order to improve
relation with employees. Organisation should also invite ideas and suggestion from
employees side so that mutual understanding will increase. They should provide equal
opportunities for growth and safety for the job. Customers – In order to improve relation with customers, company should identify
customer's need and wants. They should provide healthy and affordable products to
customers (Adams, Bessant and Phelps, 2006). Firms should focus on evaluating
customer complains in the more effective way.
 Government – Company is required to focus on fair business practices in order to create
good relation with the government. Organisation should pay its taxes on time and follow
rules and regulation set by the government.
TASK 3
3.1 Existing process of communication in the organisation
At Omega Airlines, there is good communication between superior and subordinates.
They are always ready for discussion on any kind of issues. There is formal communication
between them but there is lack of proper communication between supervisor and representative.
They are not cooperating with each other and this resulted in delay of implementing effective
customer services (Ruggles, 2009). Tom Ballard is in other department and is not coordinating
with Leigh Randell who works as supervisor. In this organisation, lack of horizontal
communication system affects the exchange of information and knowledge in the company.
Ballard is not providing information which is required by Randell. He thinks that sharing
information with other employee is waste of time and only provides information to the person to
whom he reports.
Omega Airlines can use formal communication at different level of organisation.
Company should provide guidelines to all employees that they must share information to any
employee or superior of the company.
3.2 Way to improve appropriateness
Omega Airlines have scope of improving the communication system. These can help the
company in getting innovative ideas and suggestion from its employee (Bennett, 2010).
Following are the ways to improve appropriateness of the organisation:

 Sharing of information – Company can improve its appropriateness by the information
to needed employees. Company should focus on inviting employees' suggestion in order
to improve the system in the organisation. Improve passenger service personnel –problem has been identified that paperwork
procedures for boarding passenger’s takes long time and it result in delay in flight
departures. It increases ground time of the flight. Company should focus on efficient
boarding procedure so that ground time can be reduced for the flights. Company should
also focus on satisfaction of passengers.
 Improve reply policy – As provided in case study that Ballard is not replying the memos
of Randell. Omega Airlines should provide strict guidelines with regards to cooperation
among employees (Eppler, 2006). Company should decide time period for replying to
any memo.
3.3 Implement improvement to ensure greater integration
Omega face communication problems between employees and this directly impact the
operation of the company. Company should focus on improving the communication system and
following are the options available to the company: Two way communication process – In this type of communication process, one is sender
and another is receiver. Sender sends the message to the receiver and gets reply on that
massage. In this process, both are positively involved in sharing of information with each
other.
 Circle communication process – This communication process is continuous process
because information passes on regular basis. In this, one sender passes information with
many receivers.
Omega Airlines should use two way communication process in order to increase and
improve its communication quality (Borghoff and Pareschi, 2013). In this situation, two way
communication help Randell in get information about specific procedures, cost and time for
boarding passengers. In this process, it is the responsibility of Ballard to reply to the memos of
other employees.

3.4 Personal plan to improve own communication skills
In order to improve own communication skill, I would focus on enhancing the knowledge
and information for a particular field. I would also focus on developing a skills of engaged
listener in order to improve my communication skills. This will help in understanding the
message of other person. This will also helps me in taking better judgement. I would also focus
on improving facial expression in order to effectively deliver the thought and ideas. Assertive
expression helps in clear communication and boosting self-esteem. It is also necessary to
identify own needs and wants for learning in order to improve communication. I would also
focus on satisfy other person by replying them on their questions (Dalkir, 2013). It will help in
boosting the motivation level. For effective communication it is necessary to handle problems
efficaciously.
TASK 4
4.1 Existing approaches of information and knowledge
Omega Airlines is considering research as an approaches of collecting information and
knowledge. Many firms use traditional approaches for distributing information and knowledge.
These can create huge problems in functioning of the company. In this organisation, lack of
coordination is main problem which results in ineffective distribution system. Company is also
using wrong approaches for inspection and paperwork which result in delay in flight timing. Use
of such approaches is also a reason for dissatisfaction among the passengers. Lack of proper
system is cause for increasing ground time for flights. There are also problems with collecting
information. This can further increase the cost and time for boarding passengers. Lack of
information is a result of long procedures of paperwork (Rowley and Hartley, 2008). This can be
reduced by using efficient boarding procedure. Company also face problem with communication
system. This is the main way of transferring information from one source to another source.
There is lack of coordination between employees. This is because of ego of service
representative towards supervisor of in-flight services.
4.2 Appropriate change to improve approaches of information and knowledge
Omega airlines are required to change its existing approaches in order to establish
effective system. Company can conduct experiment of delivering varied services of passengers
in order to identify alternative available for the business. Company can change some parameters

for making easy paperwork. Organisation can also conduct survey so that they can collect
information for improving the areas which needs improvement. Results of survey can help the
company in decision making. For improving existing approaches company can increase
participation and engagement of employees in activity of business (Coombs, 2014). For effective
collection of information, Omega Airlines can take feedbacks from its passengers. Company
should use problem oriented approach and methods such as traditional and innovative. The
information should be kept in database so it can easily retrieve when required. Company can use
database such as electronic database, web resources and digital libraries. Organisation should
focus on proper formatting of information so that it could be understandable to all employees.
4.3 Implementation of a strategy to improve access to system of information and knowledge
Business has many options to improve its information and knowledge system.
Organisation can use digital technology to get maximum information resources. The company
should focus on creating effective leadership style and management. Effective leadership can
develop by providing responsibilities and training to its employees (Ting-Toomey and Chung,
2012). This leadership style helps the company in gaining competitive advantage. Business
should also focus on creating an organisational culture which helps in collecting information
through different sources. This information can assist the company in tactical decision making.
Firm is required to focus on identifying the quality of individuals. It will help the company in
long term decision making related to training and development of employees. Organisation needs
to share effective e-business strategy in order to maximise the knowledge management. This type
of strategy helps the company for creating new business for the firm.
CONCLUSION
Every organisation needs good quality of information and knowledge in order to take
correct decisions. Information and knowledge is wide area of study and quite vital in the modern
era. Organisation need to take decisions on the basis of finding from information. There are
various sources for collecting information which can be internal and external for business.
Company takes its decisions by involving its stakeholders. It becomes easy for every firm to find
solution for every problem.

REFERENCES
Books & Journals
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Bennett, P., 2010. Risk communication and public health. Oxford University Press.
Borghoff, U.M. and Pareschi, R., 2013. Information technology for knowledge management.
Springer Science & Business Media.
Burke, R., 2013. Project management: planning and control techniques. New Jersey, USA.
Coombs, W.T., 2014. Ongoing crisis communication: Planning, managing, and responding.
Sage Publications.
Dalkir, K., 2013. Knowledge management in theory and practice. Routledge.
Desouza, K.C. and Awazu, Y., 2006. Knowledge management at SMEs: five
peculiarities. Journal of knowledge management. 10(1). pp.32-43.
Eppler, M.J., 2006. Managing information quality: Increasing the value of information in
knowledge-intensive products and processes. Springer Science & Business Media.
Hislop, D., 2013. Knowledge management in organizations: A critical introduction. Oxford
University Press.
Ismail Al-Alawi, A., Yousif Al-Marzooqi, N. and Fraidoon Mohammed, Y., 2007.
Organizational culture and knowledge sharing: critical success factors.Journal of
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Newell, S., Robertson, M., and Swan, J., 2009. Managing knowledge work and innovation.
Palgrave Macmillan.
Peffers, K., Rothenberger, M.A. and Chatterjee, S., 2007. A design science research
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Ruggles, R., 2009. Knowledge management tools. Routledge.
Ting-Toomey, S. and Chung, L.C., 2012. Understanding intercultural communication. New
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Online

Williams, J. T., 2011. Managing Communication in Business. [online]. Available through:
<http://smallbusiness.chron.com/managing-communication-business-2829.html>.
[Accessed on 06th January 2016].