Business Communication Report: Stakeholder Communication Analysis

This report analyzes business communication strategies within a State Fitness Industry Association, focusing on the communication needs of stakeholders including the government, gym members, and consumers. It explores the application of communication models such as Karl Buhler’s, Claude Elwood Shannon’s, and Hubert Griggs Alexander's models to meet these needs. The report suggests different communication channels for each stakeholder group, including formal channels for government, informal channels for consumers, and unofficial channels for gym members. Recommendations include the use of written and oral communication strategies for the government, non-verbal communication for gym members, and virtual communication for consumers. The report highlights the importance of understanding and adapting communication strategies to effectively engage with each stakeholder group to ensure the success of the association.

Running Head: Business Communication 0
Business Communication
Student name
4/26/2019

Running Head: Business Communication 1
Contents
Introduction..........................................................................................................................................2
Overview of communication needs of each group.........................................................................2
Communication Model/Theories:......................................................................................................2
Conclusion:..........................................................................................................................................3
Recommendations:.............................................................................................................................3
Bibliography.........................................................................................................................................5

Running Head: Business Communication 2
Introduction:
Business communication is a flow of information from the sender to the receiver of the
message. Feedback is a very necessary part of the communication process. It also helps in
building good relations between the boss and its employees. It is a purposeful process and
helps in gaining goodwill for a business. It is the same as the nervous system (Kushal,
2014).
Identification of needs of stakeholders of fitness association such as government, gym
members and consumers to communicate and if communication is not done to them their
needs is not satisfied and thus in order to satisfy needs of them communication strategy is
developed for stakeholders. In order to develop the strategy, firstly theories are linked with
the needs of the stakeholder in order to satisfy their needs and then communication strategy
is chosen for the stakeholders (KK Ramcharan, 2014).
Overview of communication needs of each group:
State Fitness Industry Association work is based on a membership basis. It works on the
ethical practices of gym members to safeguard the interest of stakeholders in the process.
The stakeholders of the State Fitness Industry Association are the Government, Gym
members and Consumers. Communication channel used for government is formal; for
consumer is informal and for gym members is unofficial. For government, it needs to develop
the code of conduct so to inform about the treatment of customers in gym. Then after
association, communicate to owners of the gym, professionals as well as to personal trainers
of the gym regarding the ethical and moral issue build by the government for gym in order to
get feedback from them regarding this issue. After this, it communicates to the user of
services of the gym that is consumers related to the outcome of the research. All
stakeholders have different needs so in order to satisfy the needs, communication strategy is
selected.
Communication Model/Theories:
Communication models present theories in a pictorial way thus it is a sort of virtual
presentation of theory (Windhal, 2013).
1) Karl Buhler’s model formed in the year 1934. In this model, the sender gives a message
in the form of expression that is an appeal to the receiver of the message. Its hurdle is that it
only uses linguistic language in the message. It is applied to gym members as they need
feedback in the communication towards ethical issue raised by government. It can be done,
when association gives message in the form of expression, in order to get feedback, which
states the affairs towards the representation of message and it is a form of appeal to gym

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members to understand the message, thus using of linguistic language in order to
communicate, as unofficial channel of communication used for the gym members.
2) Claude Elwood Shannon’s model formed in the year 1948. This model uses the
medium in order to reduce the difference between written and verbal/oral communication.
Thus, in this way, it minimizes the noise in the communication process. Its drawback is that it
only uses one message out of various messages in the process. In order to remove
hindrance in this model, human must be present instead of a machine to understand the
message. Association applies this model to consumers according to their need to show the
outcome of the research as it can be remembered for a longer time by using IT as a source
of information and also informal channel of communication is used for the consumers to
communicate and association also apply it to government in order to develop the code of
conduct in a written form as formal channel of communication is used for the government.
3) Hubert Griggs Alexander formed the model in the year 1967. It is a type of philosophy.
It explains the experience of a human being into the symbol form so to know the behaviour
of a human in the process. It is very much different as compared to other models, as
compared to machine-human is given importance. It is based on encoding, decoding as well
as on the transmission of the message. The barrier of this system is that when the wrong
idea is given in the message, lack of experience on the part of human and due to the wrong
symbol used. It is a new model formed, to remove the drawbacks of previous models by
using human element in the communication process. Thus, it is a sort of combination of
earlier two models in order to remove drawbacks of them and to implement communication
process (Schulz, 2013).
Conclusion:
Overall it can be said that, communication to government is done by Claude Elwood
Shannon’s model and its key benefits of using are that it makes difference in oral and in
written communication so it can be easily understandable to receiver of the message.
Communication to gym members, exercise professionals and to personal trainers is done by
Karl Buhler’s model in order to understand the expressions in the message. Communication
to consumers is done by the same model Claude Elwood Shannon’s model as it uses IT as
a source for information in the message. There are majorly three models: Linear- one-way
communication and applies to government. Transactional- two-way communication with
feedback process and applies to gym members. Interactional – concept of IT plus having
experience and applies to consumers.

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Recommendations:
Not only government is the sole stakeholder but also gym members and consumers are
stakeholders in the state fitness industry association. Communication to government is done
in verbal form of communication strategy, as it is useful to prepare the code of conduct by
this method. This strategy combines written as well as oral to communicate message in the
process. In this situation, for government, basically written form of communication is selected
in order to develop the code of the conduct with the help of association so to safeguard the
interest.
Communication to gym members, professionals and trainers is done in a non-verbal manner
of communication strategy. It includes various things like eye contact, facial expression, and
gestures in the communication message (David Mutsumoto, 2013).In this form of strategy,
the process is generally interpersonal and intra-personal. In this situation, for gym member’s
communication is done is interpersonal in order to get feedback of them. This also gives
benefit in two-way communication in between sender and receiver of message.
Communication to the most important party that is consumers is done in a virtual way. It is to
remember the message for a longer time and for keep using the services of the gym. It is
remembered more than any form of communication so it can be apply to consumers.

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Bibliography
David Mutsumoto, M. J. a. H. S. H., 2013. Nonverbal Communications Science and
Applications. s.l.: SAGE Publishers.
KK Ramcharan, L. K. K. K. a. M. K. K., 2014. Business Communication. s.l.: Vikas
Publishing House Pvt.Ltd.
Kushal, S. J., 2014. Business Communication Skills: for B.COM 1 semester1. s.l.: V.K.
Global Publishers Pvt. Ltd.
Schulz, P. C. a. P. J., 2013. Theories and Model of communication. Berlin: DE GUYTER
MOUTON.
Windhal, D. M. a. S., 2013. Communication models for the study of mass communication.
s.l.: Routledge.