Participatory Communication Strategy for Woolworths: COMU7013

This report provides a comprehensive analysis of Woolworths' participatory communication strategy. It begins with an introduction outlining the importance of effective communication within an organization, particularly focusing on Woolworths, an Australian supermarket chain. The main body of the report delves into analyzing Woolworths' communication needs, identifying key stakeholders such as customers, suppliers, shareholders, and employees. It assesses the consistency between Woolworths' objectives and communication approaches, examining the four phases of change and the communication methods employed in each phase. The report then identifies the strengths, weaknesses, and gaps in Woolworths' current communication methods, offering recommendations for improvement to form the basis of a new communication strategy. The conclusion summarizes the findings and reinforces the importance of a robust participatory communication strategy for Woolworths. The report's structure includes an introduction, main body with detailed analysis, and a conclusion, along with references to support the findings and recommendations.

Participatory Communication
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analyze the project, initiative or organization and identify communication needs....................1
Analyse the organisation for its consistency between objectives and approaches applied in
relation to the communication methods employed. Try to recognise the four phases of change
and what communication methods are employed for what function(s) in each phase...............3
Identify strengths, weaknesses and gaps of the current communication methods, and formulate
recommendations for improvement. This form the basis for your strategy................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Communication is very important aspect of organisation as this will support in providing
information to different part of business internally and externally. Participatory communication
practices includes use of accurate and appropriate method of communication in order to flow
information is better manner (Singhal and Brown, 2018). It consist of mass media as well as
traditional means of communication that will lead to empowers communities for visualising
aspiration and resolving issues. Organisation needs to develop and create effective participatory
communication strategies in order to enhance flow of information in different area related to
business. Chosen company for this report is Woolworths. This is an Australian super market and
grocery store chain that is offering different types high quality products to customers.
Woolworths organisation is dealing in retail sector and its was developed in 1924. Headquarter
of this organisation is located in Bella Vista, new south Wales in Australia. This organisation has
thousands of store that is located in different market areas all around the world (Kimeto, 2017).
The owner of this organisation is Woolworth Limited company. Woolworths company first store
was opened in 1924 in Pitt Street of Sydney. This report will include information regarding
participatory communication strategies. This consist of data regarding organisation and different
stakeholders that are included in business It will includes details about the consistency between
objectives or approaches that has been applied to the communication methods employed. In this
different phases of change along with the communication method used are determined. It consist
of strength , weakness as well as gap between the current communication methods and it will
includes different recommendation for improvement. Apart from this, design and description of
participatory communication strategy is determined. This includes objective of participatory
communication strategy. Different approaches that is relevant to communication functions in
various phases. In this various communication methods are described along with this propose of
operational workplace is analysed.
MAIN BODY
Analyze the project, initiative or organization and identify communication needs
Woolworths is a chain of supermarkets and grocery stores in Australia that was founded
in the year 1924. The company is headquartered in Bella Vista, Australia and is constitutes
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nearly about 80% of the Australian market(Branco, Quental and Ribeiro, 2017). The company
has various stakeholders, both inside as well as outside the workplace like customers,
shareholders, suppliers etc. It communicates with each of them in different ways so as to
understand their expectations and satisfy the same. In order to communicate with its customers
effectively, Woolworths makes sure that whatever information that is shared with them is
accurate and that there is no biasness in it. This helps the company in gaining the trust of its
customers and acknowledging their needs effectively.
In order to communicate its messages effectively to the customers, the company conducts
various marketing campaigns. Apart from this, the company communicates with its suppliers in a
different manner. It is important to make sure that the company communicates all the important
information to each of its suppliers so that they remain updated about the company’s strategies
aswell as requirement of raw material. The companysets clear expectations for its suppliers so
that it is able to maintain its performance as well as performance in the market. This is because a
company’s suppliers can have a huge influence on its overall success. The management of
Woolworths understands that the suppliers are not just its vendors but partners and its is essential
to maintain a relation of trust with them.
Shareholders of the company are also an integral part of the company and in order to
maintain an effective communication with them, it releases newsletters that are shared with the
shareholders of the company(Tufte, 2017). This helps in keeping them informed about the
decisions that the company is making and also its strategies. The shareholders of the company
basically try to achieve all the necessary information about the projects that the company has
undertaken or any product that it is planning to launch in the market. This is because they have
an interest in the different decisions or actions that the company takes. The company also
conducts shareholder meetings annually and sends them shareholder letters.
Woolworths considers its employees to be one of the most important stakeholders of the
company. The company is considered to be one of the major employers in Australia that employs
people globally. In order to communicate with the employees effective.ly, the company uses
various channels. Also, it conducts training sessions from time to time so that their skills and
knowledge about the latest trends are up to date. Group discussions and team meetings are
conducted from time to time. This allows them to interact and communicate with the managers
and team leaders across different departments(Turmudi, 2019).Therefore, there are various ways
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n which the respective organization communicates with its different stakeholders. Also, there are
various stakeholders involved and all of them try to achieve different things like suppliers want
large orders and customers want their needs to be satisfied.
Analyse the organisation for its consistency between objectives and approaches applied in
relation to the communication methods employed. Try to recognise the four phases of
change and what communication methods are employed for what function(s) in each
phase.
It is essential for organisation to identity and analyse consistency between objective or
approaches in relation to the communication method applied. This will support company to take
better and effective steps form enhancing communication process in order to manage changes in
organisation. By determining objective of Woolworths company along with its method of
communication in order to attain objective, respective company will be able to analyse the
impact on organisation (Paquette, Sommerfeldt, and Kent, 2015). This will support company to
take better and effective steps in order to attain business objectives and perform organisational
operations correctly. It is significant for organisation to take better communication method in
order to successfully attain objectives of business and perform organisational task in required
manner. Woolworths is well established company is retail market sector. This organisation is
conducting business activities with the purpose of adding quality to life of customers.
Woolworths organisation is focusing on meeting with the expectation of customers by enhance
quality of products that is selling by respective company. The vision of Woolworths organisation
is to become the worlds most responsible retailer organisation. In order to attain its objectives
and goals, it is crucial for organisation to develop strong image in market area. This could be
only possible with effective and efficient communication with customers. Communication play
essential role in organisation and this will assist in developing strong relationship with
customers. It is important for Woolworths organisation to enhance the flow of communication
with customers as this will be beneficial in understanding demand of customers and improving
relationship of company with its customers (Carrà and et.al., 2016). It has been analysed that
Woolworths organisation is not communicating with customers in order to analyse the needs and
wants of customers. This will lead to have negative impact on attaining objective of respective
company. Due to lack of communication with customers Woolworths organisation is not able to
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clearly determine the needs and wants of customers which is affecting its performance and goals
accomplishment. This organisation is considering oral communication method in order to
communication with customer and determining their requirements. It has been analysed that
respective company has not set appropriate time duration for communicating with customers and
other important stakeholder. This lead to affect the process of collecting information in negative
manner. It is essential for Woolworths organisation to change this flow of communication in
order to increase communication process between organisation and customers. It organisation
should use new and different approaches of communication in order to communicate with
potential customers. New and advance communication techniques will support in enhancing the
flow of information with stakeholders in effective manner as well as support in taking better
decision for increasing performance of business.
Four phases of change
There are majorly four phases through which person moves while dealing with changes.
It is essential for organisation to determine and analyse different phases of changes along with its
impact on business (Musacchio and et.al., 2017). Woolworths organisation needs to changes
approaches of attaining objectives which is relevant to communication method employed in
business.
Phase 1 – Denial
This phase can be describe as the first phase of change and in this employees of
respective company does not agree for implementing changes in business process. In denial
phase changes does not sink in with business strategies and there are large number of withdrawal
for of changes form employees. This phase includes various number of questions for changes
from staff member and they are not ready to accept changes in organisation.
Phase 2 – Resistance
In the phase of resistance change there is high anger, blame or anxiety in employees
while they are not ready to completely accept changes with in organisation. This stage of
changes includes resistance of employees for changes and this includes expression of emotions.
It is very difficult for manager to deal with resistance of changes in employees (Vicari,
Tchiguirinskaia and Schertzer, 2017). it will includes absences of employees from work and
along with this productivity decreases.
Phase 3 – Exploration
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Exploration take includes over preparation, confusion and chaos in different function of
business. In this phase employees will feel lack of focus from their work and this will affect their
performance. This stage needs to develop new idea for performing business task and along with
this it includes excitement and risk of uncertainty.
Phase 4 – Commitment
This can be describe as the last stage of change and in this employees will feel
comfortable while working within the organisation. Employees will be committed to their work
and focus on future needs. At this phase of change employees will accept change and work
towards the new gaols of business.
Communication method applies in different function of each phase
There are different types of communication method that can be classified in to verbal
and non verbal communication. It is important for Woolworths organisation to determine various
types of communication method with in the organisation that is considered while different
function of change phases.
 Written communication – This communication includes flow of information through
written manner. Manager of Woolworths organisation will write email for employees that
will includes deal regarding changes in organisation (Branco, Quental and Ribeiro,
2017). This method will be used in first stage of change and it is crucial for manager to
include each and every aspect related to changes should be mention in mail.
 Visual communication – This type of communication method includes expressing ideas
and views by gesture and postures. In resistance to change phase, employees choose to
communicate their anger and disagreement with the changes in organisation thrugh visual
communication.
 Verbal communication – Manager of Woolworths organisation will consider oral or
verbal form of communication in order to communicate with employees. At exploitation
stage manager will motivate employees to accept changes and work accordingly.
 Non verbal communication – It will include communication process through the use of
body language or facial expression. Following new changes and accepting new idea can
be consider as the form of non verbal communication.
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Identify strengths, weaknesses and gaps of the current communication methods, and formulate
recommendations for improvement. This form the basis for your strategy
Woolworths organisation is considering oral communication method in order to
communicate with customers and employees for collecting their ideas. There are different
strength and weakness of this communication method which is mention below along with the gap
of current communication method.
Strength
Oral communication is fast and quick method in order to transfer any information and
idea. The major strength of this communication process includes that it consist of high level of
understanding along with the transparency in sharing idea. Oral communication is very flexible
as per the situation required.
Weakness
There are some weakness of oral communication such as it is not steady and it can
increase misunderstanding between communicator and receiver (Gord and Anggreswari, 2018).
Oral communication is not sufficient for business communication as it is not well organised
method.
Gap of current communication method
The major gap in current methods of communication of Woolworths company includes
lack of appropriate time. This organisation is not communicating with customer in set time
interval and lack of frequency in communication lead to affect it negatively.
Recommendation
It is recommended to Woolworths organisation to consider both oral and written form of
communication in order to communicate with customers. This organisation should consider
digital media for communication. This will help in communicating effective and efficiently as
well as considering innovative approaches while sharing information with customers. In this
communication method respective company will be able to creatively use verbal and written
form of communication for collecting and sharing information.
CONCLUSION
From the above report it can be concluded that it is essential for business to consider
effective and efficient communication strategy that will lead to increase business operation and
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improve awareness about company products and services in market area. There are different
method of communication that could be consider by organisation in order to increase the flow of
information within the business. Communication methods includes various strength and
weakness which affect communication process. There are different approaches which are
relevant to communication functions and it will affect various phases. It is crucial for
organisation to develop correct and accurate participatory communication strategy in order to
increase business process.
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REFERENCES
Books and Journals
Branco, R.M., Quental, J. and Ribeiro, Ó., 2017. Personalised participation: an approach to
involve people with dementia and their families in a participatory design project.
CoDesign. 13(2). pp.127-143.
Tufte, T., 2017. Communication and social change: A citizen perspective. John Wiley & Sons.
Turmudi, H., 2019. Participatory Communication Based on Digital Platforms for Communities
in Indonesia. International Journal of Science and Society. 1(1). pp.70-80.
Singhal, A. and Brown, W.J., 2018. The entertainment-education communication
strategy: Past struggles, present status, future agenda. Jurnal Komunikasi: Malaysian Journal of
Communication, 12.
Kimeto, L., 2017. Application of the Principles of Participatory Communication in the
Design and Implementation of the Kenya Slum Upgrading Program (KENSUP). Mara
International Journal of Social Sciences Research Publications-ISSN 2523-1464, 1(1), pp.7-20.
Paquette, M., Sommerfeldt, E.J. and Kent, M.L., 2015. Do the ends justify the means?
Dialogue, development communication, and deontological ethics. Public Relations
Review, 41(1), pp.30-39.
Carrà, G. and et.al., 2016. Participatory strategy analysis: The case of wine tourism
business. Agriculture and agricultural science procedia, 8(2016), pp.706-712.
Musacchio, G., and et.al., 2017, June. KnowRISK on seismic risk communication: the
set-up of a participatory strategy-Italy case study. In International Conference on Earthquake
Engineering and Structural Dynamics (pp. 413-427). Springer, Cham.
Vicari, R., Tchiguirinskaia, I. and Schertzer, D., 2017, April. Public outreach,
participatory communication, and communication impact assessment in Paris flood resilience
policies. In EGU General Assembly Conference Abstracts (Vol. 19, p. 1433).
Branco, R.M., Quental, J. and Ribeiro, Ó., 2017. Personalised participation: an approach
to involve people with dementia and their families in a participatory design
project. CoDesign, 13(2), pp.127-143.
Gorda, A.A.N.O.S. and Anggreswari, N.P.Y., 2018. The implementation of participatory
communication development. International journal of social sciences and humanities, 2(2),
pp.265-278.
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