Managing Communication, Knowledge and Information Report - HND

This report, prepared for Regent College's HND in Business, delves into the critical aspects of managing communication, knowledge, and information (MCKI). It begins by exploring the range of decisions in global business environments, examining the information and knowledge required for effective decision-making, and assessing both internal and external information sources. The report then analyzes stakeholder identification and engagement strategies, emphasizing the importance of building relationships and involving stakeholders in the decision-making process. Moving on, it evaluates existing communication processes within an organization, focusing on improvements to appropriateness and integration of communication systems. Specific attention is given to the case of Omega Airlines, highlighting communication challenges and proposing solutions. The report also addresses strategies for improving information collection, formatting, storage, and dissemination, aiming to enhance access to knowledge systems. The conclusion summarizes the key findings and recommendations for optimizing MCKI practices within a business context.

MANAGING COMMUNICATION INFORMATION
AND KNOWLEDGE

Table of Contents
INTRODUCTION......................................................................................................................1
PART A......................................................................................................................................1
TASK 1......................................................................................................................................1
1.1 Discuss the range of decisions to be taken.......................................................................1
1.2 Examine the information and knowledge needed to ensure effective decision taking.....1
1.3 Assess internal and external sources of information and understanding..........................2
1.4 Justify recommendations for improvement......................................................................2
2.1 Identify stakeholders for a decision-making process.......................................................2
2.2 Make contact with those identified and develop business relationships..........................3
2.3 Involve those identified in the decision making as appropriate.......................................3
2.4 Design strategies for improvement...................................................................................3
PART B TASK 2......................................................................................................................4
3.1 Report on existing processes of communication in an organisation................................4
3.2 Design ways to improve appropriateness.........................................................................5
3.3 Implement improvements to ensure greater integration of systems of communication in
that organisation.....................................................................................................................5
3.4 Create a personal plan to improve own communication skills.........................................6
PART C......................................................................................................................................7
TASK 3......................................................................................................................................7
4.1 Report on existing approaches to the collection, formatting, storage and dissemination
of information and knowledge................................................................................................7
4.2 Carry out appropriate changes to improve the collection, formatting, storage and
dissemination of information and knowledge........................................................................7
4.3 Implement a strategy to improve access to systems of information and knowledge.......8
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

INTRODUCTION
The business firms at present more rely on the information control, whether directing
facts or figures at right time for right employees or operating the hardware infrastructure of
business. The manager must direct information and control messages adequately in a range of
settings by using a wide tools of assortment. It is because a proper communication
management enables workers to remain connected with each other and run smooth operation
at the workplace. Here, the report is presenting knowledge and information needs for the
effective working of an organisation and strategies to widen the personal networking for the
better decision-making in business. Moreover, the reader will find content about possible
communication process at Omega Airlines and ways of improving own communication skills
on the job. The end section of the report is briefing about method of improving information
and knowledge system in the business organisation.
PART A
TASK 1
1.1 Discuss the range of decisions to be taken
Decision Making is important for businesses which are entering the global market
place. Organisations are made up of several decisions making units where decisions makers
for example, directors, managers, and employees take different kind of decisions related to
the growth of the business. These decisions may be of three types – strategic decisions,
tactical decisions and operational decisions. Strategic decisions concerns the long term
planning and are taken by top management according to the organization’s vision and
mission. Tactical decisions involve the implementation plan of strategies with medium-term
focus which are taken by the senior managers. Operational decisions are medium to short
term planning which are taken by employees in accordance with strategic and tactical
decisions (ABOUELNAGA, 2014).
1.2 Examine the information and knowledge needed to ensure effective decision taking
While entering the global market, the top level managers should have the necessary
knowledge about firm’s vision, mission and objectives. The future plans should be created
based on this knowledge and information about market conditions. The middle level
managers should have knowledge of functioning of various departments. Similarly, the lower
level managers and coordinators should be in constant touch with departmental heads and
have information regarding the short term plans and routine issues that employees might face
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to provide appropriate solutions. Finally, the employees are also required to have knowledge
regarding the organisational objectives and short term targets on weekly and daily basis. All
of the staff members should have exact information about their responsibilities (Berger,
2011).
1.3 Assess internal and external sources of information and understanding
Information helps decision makers to take effective decisions. Internal information are
obtained from a number of sources within the organization, for example, marketing and sales
reports provide performance related information, annual reports provide revenues, costs,
margin and profit data, as well as markets shares, distribution channels from internal
documentation such as order forms, invoices, and procedural manuals. External information
relates to the information about external environment of the organization and are sourced
from internet, trade journals, publications, magazines and broadcast reports (Bovee and
Courtland, 2012).
1.4 Justify recommendations for improvement
Improvements in sourcing the information and knowledge can be done by identification
and evaluation of the sources of knowledge that are used by the mangers of global firm. It is
recommended to outline a well-defined and structured approach to identify quality
information sources. Moreover, information sources should be reliable which means that
information must precisely reveal the state of affairs. It should also be always available on
time for better utilization. The quantity of the information is also an important aspect to
consider as too much information may not be necessary and too little information may not be
sufficient for making better decisions (Choo, 2002).
Organisations which are entering the global market place typically have huge number
of employees scattered in various locations, for which an information network is needed to be
developed in order to enhance information and knowledge sharing. Therefore it is
recommended to use a proper MIS to enhance the proficiency level as it would convert data
acquired from distinct sources into useful information, which further could be used from
anywhere by the managers (Davis, 2014).
2.1 Identify stakeholders for a decision-making process
Stakeholders are those persons who have interests in the organisation’s business activities.
For entering the global market, a firm may have following stakeholders:
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• Investors and stockholders provide the required capital to the business and are interested in
the growth and expansion of the business at global level.
• Customers are also the important stakeholders as organisations focus on satisfying
consumer needs in order to sustain in the market (Ekman, 2007).
• Employees help the organisation to successfully run the global operations of the firm.
• The suppliers are responsible to provide high quality and reasonably priced products
which are essential to be competitive at the global level. There are also other external
stakeholders such as community, local authorities and government which may have varied
impact on the decision making of the organisation (Community-Based Adaptation Toolkit,
2004).
2.2 Make contact with those identified and develop business relationships
Making contact with the stakeholders call for careful planning by the global firm. In a
global marketplace, stakeholders may be scattered across several locations, therefore can be
contacted via telephone, internet and mail. Besides, official meetings could be held in the
company to discuss future plans with key stakeholders. Press release is also an important
medium to share information with shareholders, analysts, investors and press. Volunteers are
appointed to contact the community around the world (Fleischmann and et.al., 2014).
2.3 Involve those identified in the decision making as appropriate
Stakeholders should be involved in decision making of the organization to reach a
decision which agreed by them. Shared decision making with involvement of stakeholders is
essential for the organization in collaborative global projects. Stakeholder involvement helps
them to better understand the situation of the organization and to provide positive feedback to
the company for taking corrective measures in order to improve corporate social
responsiveness. It also helps to improve quality of decision making through participation of
different stakeholders in the process and considering their views (Greenberg, 2005). There
can be following ways to ensure involvement of stakeholders in the decision making process:
• Informal meeting can be held to create a relaxed environment so that small groups of
stakeholders can discuss topics of mutual interest.
• Opportunities can be provided to stakeholders to participate in organized discussions and
dialog sessions.
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• Partnership projects can be initiated with the communities’ representatives (Harmainen,
2015).
2.4 Design strategies for improvement
Online surveys should be conducted using questionnaires in order to get information
pertaining to specific issues. For improving the contacting and engagement of stakeholders in
the decision making, it is important for the new global firm to connect with each and every
stakeholder group individually. General meetings are also important to discuss common
topics of interest and finding solutions which are acceptable to all. The representatives of the
customers, shareholders, community and union can be contacted to avoid situations of chaos
(Lawrence and Weber, 2008).
PART B
TASK 2
3.1 Report on existing processes of communication in an organisation
Communication is a two way process by which verbal and non-verbal messages are
transferred using some medium. The dual direction of corporate communication ensures that
proper feedback is received from the recipient and the receiver understand the message
properly. The organization given in the case is the Atlanta base of Omega Airlines which
consists of two separate verticals passenger services and in-flight services (Martin, 2015).
There are various methods of communication which can be used such as:
• E-mail can be used to transfer information electronically
• Making a telephonic call to the concerned person
• Face-to face interaction with concerned person for discussing an issue
• Written communication using fax or letters
• Meetings or conferences can be conducted to communicate with several persons
• Advertising or social media can be utilised for mass communication
• Reports, press briefings are also used to communicate company’s performance related
information to concerned stakeholders
• Notices and memos are used to provide written evidence of communication with
concerned persons
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In the particular scenario, Leigh Randell utilised memos to provide an evidence of
communication with Tom Ballard for requesting information about passenger’s system.
There are three types of communication processes – vertical, horizontal and cross-channel or
diagonal. Horizontal communication refers to the sending and receiving messages between
individuals at the same level in a hierarchy. Vertical communication refers to the
communication between bosses and subordinates. Diagonal or cross-channel communication
is the communication between the head of a vertical with other vertical’s subordinate. In the
case scenario, communication between Randell and Ballard is horizontal whereas the
communication between Davis and Ballard is diagonal and between Davis and Randell, it is
vertical communication (Pauleen and Gorman, 2011).
3.2 Design ways to improve appropriateness
The key factor that results in miscommunication is the distortion of message that is
being communicated. Wrong choice of medium is the main reason for this which causes
uncertainty, misunderstanding and confusion resulting in wastage of time and money. In this
case both the receiver and sender are in the wrong side because they did not pay attention to
each other. Randell should informed Ballard that he send a memo and then Ballard should
acknowledge instead of getting angry to Randell of his idea (Alavi and Leidner, 2001).
Though memos are written documents of information, they are one-sided communication
medium only. Telephone are more instantaneous method of communication but the
discussion cannot be documented and is not appropriate in this situation where reference to
the discussions may be required in future. E-mails are more appropriate and convenient
communication medium in such kind of situation where response from the other side is
sought. In this case the sender should ask the receiver by e-mailing the requests and follow-
up can be done through telephone call to check whether the receiver has received the request
or not (Boesso and Kumar, 2007).
3.3 Implement improvements to ensure greater integration of systems of communication in
that organisation
Lack of adequate communication skills is the main issue in the present case of Omega
Airlines. It had been evident that neither Randell nor Ballard were able to handle the
communication properly. The organisation structure is well hierarchical but the culture of
horizontal communication should be encouraged to improve inter-departmental
communication levels. Periodic interdepartmental team meetings and group discussion are
important tools to bridge the communication gap between various sectors. It will help to
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provide a stage for every staff members to express their views and ideas to other team
members and better decisions can be taken with communication improvement (Castells,
2007).
It takes time to get feedbacks by communicating through hierarchical structure of the
organisation. Therefore, time saving communication systems having a MIS and developing of
new technology is essential. Email is a common method which should be used to ensure
flexibility of transferring more information in less time. Each department and staff members
should have a separate email address to connect and integrate with one another. Memos are
short and impersonal reports, which are also a way to communicate, but only be used in
specific situations like by managers to monitor progress (Charles and Marschan-Piekkari,
2002). Presentation using Microsoft PowerPoint slides may help to communicate and present
complex information in simpler way in conferences and meetings. It is also recommended to
use calendar tools to make appointments and manage time schedules with busier employees
like Ballard. Moreover, discussions over meetings are important means of communication
process which should be encouraged in both formal and informal ways. The meetings through
conferences, project meeting, or teleconference helps to communicate ideas and views in
effective manner. These improvements would effectually help to integrate communication
systems of Omega Airlines (Coronado and Antony, 2002).
3.4 Create a personal plan to improve own communication skills
In order to ensure that effective communication takes place within the company, it is
important to have stronger relationship between departments and staff members. Poorer
communication often results in conflicts and less performance outcome of the organisation as
a whole. Senior managers of Omega Airlines should arrange training programs for employees
to improve their communication skills (Davenport, 2012). A personal plan for the employees
can be developed as below example:
Objective Methods Time duration
To improve written
communication skills
Specific training module to
improve written
communication skills
3 months
To improve presentation
skills
Facilitate practice sessions
to increase confidence to
present ideas in public
2 months
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discussions
To improve communication
environment
Relationship building
exercises through informal
meetings so that employees
can freely exchange ideas
between themselves
2 months
PART C
TASK 3
4.1 Report on existing approaches to the collection, formatting, storage and dissemination of
information and knowledge
Managing of information involves collection, formatting, storage and dissemination of
information form one or more sources and proper distribution of that information to related
audiences. The organisation selected for this part is MobiFone which utilizes various external
and internal sources for collecting information (Yew Wong, 2005). The various departments
of the organisation like finance, marketing, research and development have close inter-
relationship within the company’s internal environment. Annual report is a major source of
information which helps managers of MobiFone to forecast budget and turnover. There are
various integrated reports of marketing and finance which can be utilised by other
departments like R&D to collect information related to consumer needs, buying behaviour
and purchasing habit, which eventually helps to set new strategies and future plan (Duffy and
et.al., 2004).
4.2 Carry out appropriate changes to improve the collection, formatting, storage and
dissemination of information and knowledge
Following changes can be carried out by MobiFone to improve the information and
knowledge management:
• Collection: MobiFone can configure a standard communication process so that a formal
report structure can be created for all departments. It will help to remove barriers between
departments for collecting information. Appropriate training programs can be arranged for
employees to explain recording and collecting of information in effective way.
• Formatting: The standards for communication presentation should have clear and short
information (Johannisson and Huse, 2000).
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• Storage: The database system can be improved to cater huge data for storage. One central
database should be created for all data related to consumer, suppliers, finance, etc. which will
be both economical and efficient to access information on time. Distinguished ID can be
provided to employees to ensure security and privacy of information.
• Dissemination: The dissemination of information and knowledge can be improved by
utilizing latest technological advancements of online file sharing system, such as Google
drive, Dropbox and Skydrive etc. These tools can be accessed by employees from their PC,
tablets or smart phones easily from anywhere and anytime they want. Since it is important to
have readily availability of resources needed to collect and disseminate information which
can save both time and money (Hadjikhani and Thilenius, 2005).
4.3 Implement a strategy to improve access to systems of information and knowledge
MobiFone need to build and execute a strategy to improve the access of information and
knowledge as these are important organizational resources. The company should put efforts
to identify faulty systems and remove the barriers. Following steps are suggested to improve
access to systems of information and knowledge:
• Electronic resources should be utilised to carry out process improvement with respect to
accessing information and knowledge.
• A standard process should be developed for smooth flow of information as per the
requirements of users (Varey and White, 2000).
• An outside consultant can be used by the organization for managing flow of information.
• The access and control of electronic resources need to be improved.
• The activities in the communication department need to be coordinated.
• Attractive website should be configured which can provides useful information to
consumers and community (Marston and et.al., 2011).
CONCLUSION
The above report concludes that a good level of experience, clear information and its
adequate interpretation is significant for the best performance of organisation. An essential
role is played by information and knowledge in the present business organisation. Because of
increasing complexity of business, a high level of knowledge, skills and expertise is needed
by employees. The decision in business must be taken by evaluating both internal and
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external information. The key parties to be engaged in the decision making process is group
of stakeholders, who are interested in the profit and loss of business. The information sharing
system and communication has been illustrated that guide the reader in planning ways of
achieving best results and expand business operations.
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REFERENCES
Online and Books
ABOUELNAGA, K., 2014. Dealing With a Communication Meltdown at Your Startup.
[Online]. Available through: <https://www.entrepreneur.com/article/235880>.
[Accessed on 24 February 2017].
Berger, B., 2011. Employee / Organizational Communications. [Online]. Available through:
<http://www.instituteforpr.org/employee-organizational-communications/>. [Accessed
on 22 February 2017].
Bovee and Courtland, 2012. Business Communication Today, 10/e. Pearson Education India.
Choo, C. W., 2002. Information management for the intelligent organization: the art of
scanning the environment. Information Today, Inc.
Community-Based Adaptation Toolkit. 2004. [Online]. Available through:
<http://www.careclimatechange.org/tk/cba/en/step_by_step_guidance/
information_knowledge_management/IKM_system.html>. [Accessed on 23 February
2017].
Davis, D., 2014. Needs Assessment. [Online]. Available through:
<http://ktclearinghouse.ca/knowledgebase/knowledgetoaction/action/interventions/
strategies/needsassessment>. [Accessed on 23 February 2017].
Ekman, P., 2007. Emotions revealed: Recognizing faces and feelings to improve
communication and emotional life. Macmillan.
Fleischmann, A., Schmidt, W., Stary, C., Obermeier, S. and Brger, E., 2014. Subject-oriented
business process management. Springer Publishing Company, Incorporated.
Greenberg, J., 2005. Managing behavior in organizations. Prentice Hall.
Harmainen, L., 2015. Want to be a successful startup? Focus on internal communication,
now. [Online]. Available through: <http://startupsauna.com/blog/want-to-be-a-
successful-startup-focus-on-internal-communication-now>. [Accessed on 22 February
2017].
Lawrence, A.T. and Weber, J., 2008. Business and society: Stakeholders, ethics, public
policy. Tata McGraw-Hill Education.
Martin. 2015. How to Implement Company-Wide Knowledge Management System. [Online].
Available through: <https://www.cleverism.com/how-to-implement-knowledge-
management-system/>. [Accessed on 24 February 2017].
Pauleen, J. D. and Gorman, E. G., 2011. Personal Knowledge Management: Individual,
Organizational and Social Perspectives. Gower Publishing, Ltd.
Journals
Alavi, M. and Leidner, D. E, 2001. Review: Knowledge management and knowledge
management systems: Conceptual foundations and research issues. MIS quarterly.
pp.107-136.
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