Analysis of Professional Communication Scenarios: Case Study Report

This case study examines professional communication practices through two scenarios and a detailed case analysis. The first scenario involves a donation request, highlighting the importance of clear and professional written communication. The second scenario presents a marketing communication from a ski resort, showcasing the impact of persuasive language and target audience considerations. The core of the assignment focuses on a case study of a 130+ year old accounting firm facing communication challenges. The analysis identifies issues with a centralized hierarchy, lack of open communication, and demotivated employees. The solution proposes adopting a decentralized structure, fostering open communication through team meetings, board meetings, and town hall meetings for internal communication. External communication tools like newsletters, social media, and other channels are also suggested to improve communication with stakeholders. The analysis emphasizes the critical role of communication in organizational success, employee motivation, and overcoming cultural barriers, providing references to support the recommendations.

Running Head: Professional Communication Practice
Professional Communication Practice
Scenarios & Case study

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Scenario 1
Mr Mark Webber
Music Instrument Group
Hyde Park
Sydney-2011
Oct 11, 2017
Mr Richard Green
Youth Orchestra Group
New South Wales
Sydney-2015
Subject: In reference to the donation regarding the instruments
Dear Mr Green,
We are happy to learn that the Youth orchestra group is really doing great in the field of
music and giving chance to underprivileged to learn and understand the power of
music. It’s extremely generous on your part to help the people acquire a taste and
learning in music.
As you very well know, we “Music Instrument Group” have always been the front
runners when it comes to donation and helping your cause. We consider helping as a
part of help we can do for the society and consider it as our dutiful contribution to the
society. We also strongly believe in your organisation doing meaningful for the society.
Although, this time, we are in a fix, as we just purchased some new instruments for our
institute and hired two employees for the institute. The instruments and the employees
hired will help us gain the momentum in the market and create our brand identity.

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Thus, for the reason cited, we do not have funds for your organisation as of now, but can
assure to write you a cheque in the near future.
Please pardon us this time, for not making a donation, but would thank your
organisation for giving us a chance to contribute to youth orchestra group.
Sincerely Yours
Mr Mark Webber
President
Scenario 2
Dear All,
I, in the capacity of the manager of Perishe Ski resort, New South Wales, Australia, urge
you to come visit the heartlands of the ski resort and enjoy the bounties of nature with
skiing and exploring the alternate community of Bodas tribe who specialize in organic
produce and extravagant cultural show. It’s once in a lifetime opportunity to ski in the
morning and enjoy the Bodas community’s organic produce and cultural show.
Recharge your batteries and come to...
Be amazed with our beaches of golden sand...
Don’t miss out on the land of your dreams...
Paradise is just a step away from your doorstep
Don’t miss out on this pleasure paradise
Miss this…miss happiness!!
Leave all the worries behind you...
Come breathe the exhilarating air...

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Don’t miss out on our luxury holidays...
Don’t miss out on the flabbergasting holidays of your life...
Come to see the richness of the soil and the culture heritage of Bodes...
Live your dream...
You will be enchanted
Urging all you people out there, to visit the resort at the earliest. You can also avail good
discount in non-peak season and some great itinerary for your holidays.
Come be a part of Ski resort and give us a chance of serving you. A service you will never
forget and an experience which will always stay with you!!!
Thanks
Yours Sincerely
Mr Peter D’Souza
Manager-Sales (Perisher Ski Resort)
Section B
The company as described in the case is 1885 established accounting firm; the firm has
been facing a lot of flak for its failure to establish communication strategy among its
members. The company seems to be centralized in its hierarchy structure, wherein all
the important decisions are at the disposal of the senior management. The firm faces
challenges pertaining to its communication, in the way that management keeps all the
decisions to it and does not pass it forward. The middle managers are clueless about
going forth with the strategy of the company which makes even their customer puzzled.
The lower management is extremely demotivated owing to the above cited reasons.

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The company is going through a centralized structure which is creating a problem for
them, along with inadequacy of communication is becoming a bottleneck in its
productivity and employee motivation.
The company should adopt openness in communication, as in decentralized structure
will harvest more powers in the hands of its middle managers and mangers, they would
be able to do justice to their role’s Employees, on the other hand will feel empowered if
the company shows trust in them, they will be in a better way to deal with the
customers and provide them with solutions. Once a company takes care of its
employees, the employees will take care of the company. Cultural barriers, if so present
in the company will come to an end when the employees are empowered and
communication prevails (Hybels, 2014). Open door policy is an important fundamental
of any organisation and it goes a long way in creating successful companies. The
problem the organisation is facing is from a communication point of view, which as
mentioned above, can be done with if the communication flows freely in the system.
Grapevine is a self-enforced cause of inadequate communication, curtailing the same
will lead to a harmonious and a workable environment. Motivation is lacking strongly
among the lower staff that can be built upon, once the middle managers have got the
autonomy to function and decision making. A healthy organisation is the one which has
a strong culture of communication. Implementing communication culture in this 130 +
year old company will rejuvenate the company (Grunig, 2013)
Section B: Answer 2
In the context of the case study, where it is established that there is a problem of
communication, it can be addressed in many ways. For the purpose of case study let’s
divide the communication culture in two halves, internal & external communication.
Internal communication can be understood as the communication which stays within
the organisation, as in, what is meant for the employees of the organisation. External
can be understood as communication which goes out in the market for external
stakeholders. Before moving forward into the channels of communication, let’s briefly
understand its importance in the organization.

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Importance of communication culture in the organization
 Communication can control and motivate the people in an organization. It’s a
said fact, any organization, which has openness in communication, is healthy in
comparison to the one which shy away from having communication among its
employees. Communication opens the gates of discussing problems, handling
objections, brainstorming, doing away with cultural barriers and demotivation.
Hence for any organisation to be successful, it’s very essential to have a culture of
communication imbibed in it (Rosenberg & Chopra, 2015)
 Good organizational communication achieves understanding, which balances the
needs of the individual and the organization. Communication has a dual role to
play, one is, and extracting productivity out of its employees and the other one is
keeping the employees motivated. Both the roles can be played by opening the
gates of communication in the organization (Men, 2014)
Internal tools of communication
A communication tool can be understood as a specific device or a product that carries a
communication message to a target group. Different communication tools are often
used as a part of an effective communication plan in order to communicate the message
to its targeted group.
Team meetings:
Organization should adopt this methodology of conducting team meeting on a weekly
basis, where the mangers communicate the business and organisation objectives to its
employees. Such an internal communication helps the employees in understand where
the organisation is going towards, and what is their individual role in the journey of
organisation’s success.
Board Meetings
This can be understood as the channel where the senior management sits across,
discuss the future plan of action of the company and circulates the same within the
organisation. This helps the middle managers and managers understand, what is

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expected out of them in a stipulated period of time and thus they can start focussing on
the same (Goetsch & Davis, 2014)
Town Hall Meeting
A CEO can be understood as the driver of the organisation, when a CEO effectively
communicates the road ahead for the organisation, talks about the challenges the
company is being facing, the success stories, the milestones company has achieved, it
resonates with all the employees of the company. The platform is designed in such a
manner that every person has the right to listen and comprehend to organisational
approach and behaviour; It gives employees a feeling of ownership and accountability
towards their jobs.
External Communication Tools
This can be understood as the tools which are used for communicating with the outside
world, or the potential customers, stakeholders and the existing customers.
Newsletters & E-mailers
It is a fruit of the digital age, newsletter can be circulated easily to the stakeholders and
the customers, or the target group at a lighting speed. Newsletter and mailers have
information about the company’s vision. Its growth plan, its strategy, its business, its
business numbers, and profits and so on, this helps the external stakeholders in
absorbing a valuable amount of information about the company, which eventually
transcends into business opportunity
Social Media
Organisations, these days are using social media as a very effective tool to have
communication with the external stakeholders. Social media is becoming one of the
fastest ways to provide any kind of information to its stakeholders. People in this age of
digital media are becoming tech savvy, hence in order to know about any company, they
prefer to search online. The company which has built a strong presence on social media
and uses it to effective drive communication is becoming extremely successful and
customer centric. It is an obvious thing, a company which can effectively communicate,

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provide information on the social media, engage its audience and handles the objections
of customers, sets in the mind-set of customers as a customer savvy firm, a firm which
cares about its customers and are easily reachable (Hollensen, 2015)
Some other prominent channels of external communication can be advertisement,
blogs, newspaper articles, video conferencing, live chats, publishing of audit reports.
In the end, I would like to emphasize on the importance of communication .May it be
internal or external, communication is one of the strong pillars which lays the
foundation of any company. Ill effects of absence of communications like grapevine,
rumours, and cultural barriers can be easily done away with if the organisation has a
very strong understanding of the importance of communication culture

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References
Hybels, S., 2014. Communicating effectively. McGraw-Hill Higher Education.
Grunig, J.E. ed., 2013. Excellence in public relations and communication management.
Routledge.
Rosenberg, M. and Chopra, D., 2015. Nonviolent Communication: A Language of Life: Life-
Changing Tools for Healthy Relationships. PuddleDancer Press.
Men, L.R., 2014. Strategic internal communication: Transformational leadership,
communication channels, and employee satisfaction. Management Communication
Quarterly, 28(2), pp.264-284.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson
Education.