MGT502 Business Communication: Digital Strategy Proposal for AUB Group

This document is a business communication proposal for implementing a digital communication strategy, specifically using social media in the workplace, at AUB Group Ltd. The proposal outlines the importance of communication within organizations, differentiating between internal and external communication, and highlighting the significance of digital communication in the 21st century. It discusses the benefits of social media for employee engagement, information sharing, and external stakeholder feedback. The proposal includes an analysis of AUB Group's organizational structure and suggests how the proposed communication strategy can be effectively implemented, drawing from various research studies. It concludes by emphasizing the importance of understanding social media channels for achieving organizational goals and improving existing communication channels. Desklib is a platform where students can find similar assignments and past papers.

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Business Communication
Proposal
02 December 2018

PROPOSAL 1
Introduction
The following proposal is intended to provide an outline of the report on the
implementation of a digital communication strategy in the chosen organisation.
Communication is one of the most important elements of functioning of organisations.
Almost every business operation and department is dependent upon the effective
communication among the leaders and the employees of the organisation. The
communication strategy chosen for the organisation is “Using social media in the workplace
to communicate.” The following proposal is designed with the assumption that the chosen
organisation has not been using the chosen communication strategy as part of their business
operations. Hence, it is proposed to introduce the same in the communication plan of the
entity.
Background
The use of the social media in the communication structure of the organisation can be
significant in terms of the technology use, engagement of the employees and customers, as
well as passing the messages down the organisation in an effective and efficient manner. In
terms of the internal communication, the three major benefits of the social media use in the
entity is the aids in the socialization for the employees, building of the power relations and
the sharing of the information, as accorded by the authors (Treem & Leonardi, 2013). In
terms of the external communication, social media use helps in analysing the preferences of
the consumers and accordingly, design various other strategies. Further, these serve as a
means of providing feedback to the organisation from various stakeholders. In addition, the
time and the cost considerations are also significant. The implementation of the digital
communication strategy is based on the analysis of the vitality of the same, as depicted in
various works and researches. The sources so analysed would help the leaders understand and
motivate the employees of the organisation, to make use of the said communication channel
effectively for the official purposes.
Context
The organisation chosen for the implementation of the digital communication strategy
is the AUB Group. The company AUB Group Ltd is a popular ASX listed organisation of
Australia. The entity had started its business operations in the year 1985. Earlier the company

PROPOSAL 2
was known by the name of the Austbrokers Holdings Limited. The company’s main business
operations are centred on offering of the underwriting, broking and the risk analysis and the
related services (AUB Group, 2018). The company mainly serves the customers of the
Australia and is regarded as one of the major players of the Australian financial sector. In
addition to the above mentioned activities, the entity is engaged in the management and the
operation of the various insurance broking networks. These services are spread over among
10 business names. Thus, the major customers and/or the stakeholders of the company are the
individuals, brokers, insurance companies, within and outside the nation. As per the latest
reports, the company has a strong base of around 3500 employees that are engaged in serving
the clients successfully across the various service range and branches. The entity faces
consistent competition in the industry it works in, because of the nature of the operations and
the volatility of the stakeholders. In addition, there are continuously new products and
services introduced in the said industry because of the tough completion posed. Therefore the
organisation is posed with the continuous challenge of adaptation of the competitive change
within and outside the organisation.
Proposal
It is proposed to implement a new digital communication strategy within the
Australian branch of the organisation. The digital communication strategy chosen for the
implementation is the “Using social media in the workplace to communicate.” The report
based on the proposal will begin with the importance of the communication strategy of an
organisation. The significance of the internal communication and the external communication
would be examined. Further, a differentiation would be made between the elements of the
internal and the external communication structure of the organisation. Further, the report
would demonstrate the importance of the digital communication in the 21st century, on the
lines of the globalisation and the technology use. This would be followed by the analysis of
the organisation structure of the AUB Group and the suitability of the said communication
strategy. The next segment of the report would describe the benefits and the manner in which
the said communicating strategy can be implemented. This would be assisted with the
examples of the researched conducted as depicted in the various works chosen. Accordingly,
the conclusion of the said researches would aid the leaders of the entity to yield the maximum
benefit from the social media sources. In addition, the factors that must be taken care of while

PROPOSAL 3
such an implementation would also be described in the report. Finally, the report will end
with a conclusion.
Conclusion
The above proposal is based on the research conducted and location of the ten
resources. The aim of the proposal was to initiate the successful implementation of the digital
communication strategy in the organisation AUB Group Ltd. These academic resources will
aid in the understanding the significance of the various social media channels, and how they
can be effectively used for the attainment of the overall goals of the organisation by the
improvisation of the existing communication channel. As stated in the proposal, the report
will explore the various facets of the communication in the modern times. It has also been
proposed to analyse the organisation structure before assessment and suitable implementation
of the chosen communication strategy within the organisation.

PROPOSAL 4
References
AUB Group. (2018a). Who we are. Retrieved from: https://www.aubgroup.com.au/site/who-
we-are/our-purpose-and-strategy
Treem, J., & Leonardi, P. (2013). Social Media Use in Organizations: Exploring the
Affordances of Visibility, Editability, Persistence, and Association. Annals Of The
International Communication Association, 36(1), 143-189. doi:
10.1080/23808985.2013.11679130