Tesco's Internal and External Communication Strategies

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INDIVIDUAL REPORT
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INTRODUCTION
In any organization, employees face many barriers to communication. This report will cover the
different forms of communication in the TESCO. It will also cover the main purpose and
principles behind a different type of communication in the organization and application of
those principles to enhance practice in the TESCO. Evaluation of these communication practices
among all.
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LITERATURE REVIEW
Shockley-Zalabak (2014) stated that effective communication is key to a successful organization.
It is important for the Owners of businesses to communicate with their customer, employees,
stakeholders and partners on a daily basis. It is argued by Bramhall (2014) no one can
underestimate the importance of organizational communication in the business environment.
Rajhans (2012) stated that the manner employees communicate with each other and with
managers or with partners and customers replicate on the business. It is necessary to aware of
the principles behind the different types of communication. It is argued by Greenaway et al
(2015) there are the four types of communications in the organization, which are the Formal
and informal communication, Directional communication, Internal and external
communication, Oral and written communication.
Formal communication follows a specific standard and structure and messages that are
carefully crafted. It flows through a channel that recognized the situation in the organizational
chart. Formal communication regulates the movement of communication to ensure that
information travel accurately, smoothly and timely (Greenaway et al., 2015). For example,
when the manager passes any instructions, it is known as formal communication. The different
forms of formal communication are telephone calls, departmental meetings, company new
bulletin, conference, special interviews etc.
Informal communication is different from formal communication. Jolles et al (2012) argued
that it is used as informal relationships such as membership in the same association or club and
between friends. An executive level person also uses this when they find difficulties to take
information from employees. This communication involves suggestions and comments etc. It
can be conveyed by a simple smile, gesture, mere silence and glance. Executives and managers
encourage the development and growth of informal communication. This is a suitable process
of circulating certain information which cannot be conveyed through the official channels (Jolles
et al., 2012).
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Directional communication is a way of communication that conveys according to the
direction.it is stated by Gluyas (2015) that it is downward, upward, and horizontal.
Communication which flows from the higher departments’ to assistants is known as downward
communication. An immediate result of the provided work is expected in downward
communication (Gluyas, 2015).
It is argued by Frenkel and Cohen (2014) when employees expected to communicate with a
higher level person is referred to as upward communication. It is the reverse of downward
communication. Content of this communication is reaction, reports, proposal and suggestion
statement that are prepared for submission to the boss (Frenkel and Cohen, 2014).
Hung and Lin (2013) stated that Horizontal communication is the form of communication that
takes place between two or more person of the same level. The communication between or
among the managers of numerous factories and subordinates functioning under one boss is the
example of this communication. This communication may be written and oral too.
Internal communication is communication between the organization members. Mira et al
(2014) stated that it can be amongst the whole organization people or in groups like project
team and department. Internal formal communication is mostly in the form of a written
document and covers the performance of sales, updates in company and performance
appraisals (Mira et al., 2014).
External communication is for the people that are outside of the organization. Horst (2013)
argued that it contains the messages for partners, customers, competitors, media or
government bodies. Most of the external messages are structured and formal and sent over a
definite channel so that the message sent properly to the audience.
Kakepoto et al (2012) stated that Oral communication is a straight communication between the
two persons. In this both the participant exchange their thought through oral words in face to
face conversation and through any device such as teleconference and telephone or mobile etc.
interviews, meetings, lectures are the example of this communication (Kakepoto et al., 2012).
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Alvesson (2013) stated that Written communication is a black and white term (something
writes) communication. It is comprehensively used in the organizations. This includes graphs,
written words, pictures and diagrams etc.
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ANALYSIS AND DISCUSSION
1. PRINCIPLE OF EFFECTIVE COMMUNICATION TO ENHANCE PRACTICE
Communication is a method of conveying the messages and getting the reply of that message.
Effective communication is that, in which the receiver can understand what the sender wants to
transmit and sander should transmit in a manner that the receiver can understand (Lees-
Marshment, 2014.).
Following are the principles of effective communication to enhance the practice in Tesco:-
1. Principle of objective – before transmitting the messages, the communicator should
understand the ambition of communication. The objectives are the give information,
obtain information, initiate action etc. if communication purpose will be clear, it can
help in the choosing the type of communication (Lees-Marshment, 2014.).
2. Principle of clarity – communication is the transmission of messages. The message
should be very clear with no error. The message can be transmitted by the
communicator properly if it formulates clearly. The sender should use plain and clear
language for conveying (Lees-Marshment, 2014.).
3. Principle of completeness – The messages must be satisfactory and complete and based
on only the facts, otherwise, it will be misinterpreted by the receiver. A good partition of
subjects can clarify messages’ complete overview (Reed et al., 2014). Improper
communication affects the effectiveness of the communicator.
4. Principle of understanding the receiver – the Main key of communication is the
understanding. The communication should be properly understood by the receiver. If
you are working in a similar environment communication should be with the awareness
of total setting in which information is going to receive (Reed et al., 2014).
5. Principle of consistency – communicated messages should be consistent with policies,
programs plans and the goals of the company. The message should not conflict with the
messages of the previous communication (Reed et al., 2014). The message should not
create any confusion and disorder in the company.
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6. Principle of time – information passed by the sender and accept by receiver should be
at the right time. The sender must clear the timing of the communication so the receiver
creates the desired response on time (Nancarrow et al., 2013).
7. Principle of feedback – It is a two-way process of communication and provide an
opportunity for criticism and suggestion. The receiver has to accept and takeout the
instructions reaction of that should be known to the sender. Consider the criticism and
suggestion of the receiver. But the principle of feedback is often providing back seat by
most of the managers that defeat the actual purpose of communication (Nancarrow et
al., 2013).
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2. EVALUATION OF COMMUNICATION PRACTICES
Evaluation is the keystone of successful communication. For fulfilling the organizational
strategy, mission and goal, communication is a purposeful asset. Tesco communicates with the
customers in several ways (Quirke, 2017). Tesco uses a different method of verbal
communication, such as telephone communication and verbal communication. It uses verbal
information i.e. face to face conversation that allows communicating easily any of the
important information. Another form of face to face verbal communication is board meetings.
Board meetings at Tesco are done to communicate information about the development of the
future plan for company success (Quirke, 2017).
Tesco uses telephone communication so that they can talk to someone they want and can have
a quick reply from them (Quirke, 2017). Tesco develops the engagement and communication
program continuously to listen to their customers and stakeholders to identify their need and
then replicate that need in their plans. This also includes the integrity of local community and
programs of local marketing. Tesco always continues to maximize the impact and value of their
brand (Khairmode et al., 2013).
At Tesco mobile communication is also the way of communication with the clients. This is a
brand new technology and as important as others. This technology for the company allows
improving the communication in a highly personal context and focused to cooperate with the
customers (Khairmode et al., 2013).
Tesco also uses blogging technology to making personal communication and it is a necessary
tool for marketing (Khairmode et al., 2013).
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CONCLUSION
This report has been covered the analysis of purpose and principals of different forms of
organizational communication, that is formal and informal, directional, internal and external,
oral and written. It has covered some positive recommendation of a different form of
communication to achieve the objectives. Many types of barriers occur in the communication
system; this report provides a different way to overcome these barriers. By applying the
principles of effective communication like the principle of objectives, completeness, clarity,
consistency, time, feedback etc., employees can enhance their practice. This report also covers
the evaluation of communication practice within the organizational management and with the
others.
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