Level 5
Unit Y/617/1169
15 Credits
Activity 1
LO1 Understand channels of communication within and between organizations
and their effectiveness.
1.1 Evaluate the benefit to stakeholders, functional departments and organizations of
different communication channels.
Communication is a key element in building relations and helps both managers and
employees achieve more. However, communication not only aides both managers
and employees but every stakeholder that exists externally and internally within the
organisation. (Shareholders and suppliers are external groups that might want to
know where the business stands financially, information about delivery orders, when
the next re-stock is or launching of a new product. Internal groups include members
solely within the organizations like managers and employees, especially in large
multinationals where various departments and sometimes exceed control. In such
cases, communication is crucial or it may create havoc and misunderstandings.)
Communications channels exists in many ways, therefore several ways to interact
with one another through a web of communication. The quintessential face-to-face
conversation is one of the most reliable and sincere form of conversation that exists
out there. Unmistakably, face to face conversations is more comprehensible and
easier way to build relations/ connections with one another. Its more personal when
talking face-to-face with your employee or your managers when you want to
convince your thoughts about a matter.
Phone calls is probably one of the most common use of communication. This is due
to its versatility. When holding conversations with your colleagues overseas, or due
to distance constraint, communicating through a telephone/ mobile is an easier and
quicker channel.
Forma, J. and Kaplowitz S.A. (2012) reported in one of their studies, which both the
authors though out an experiment on whether if cell phone calls are perceived as
more rude/ annoying in the public than normal conversations. 90 people were called
for the study, with 30 cell-phone users and 60 people selected for face-to-face. For
increased reliability in this experiment, two different locations were opted. In
conclusion, cell phone users were undeniably louder than normal conversations.
Given the vast number of channels today, consumers can easily choose between
from one channel to another in order to quickly get in touch with friends and family.
If you’re a customer and have a question about a recent product purchase you’re
likely to tweet, chat, email or even communicate via Facebook messenger until you
finally get an answer. (Jarman, 2020, ‘It’s tme for businesses to communicate like
people’, Forbes)
Emailing has influenced everybody’s lives, and has become a commonly used
communication medium. It helps make document transmission easier with
simultaneuos communication and multiple people contribution.
On the other hand, letters are concieved to be one of the most traditional means of
communication. Although emails have replaced the role of letters, it hasn’t replaced
the personal touch letters hold. Despite the growing technological changes
permeated into our daily lives, letters have been given less attention.
However the usage of letters still prevail, when thanking your colleague or boss
through letters it makes it more genuine and heartfelt. Wedding invitations are best
conveyed through letters so as legal agreements.
Social media has revolutionised communication and therefore dominated the
communication hierarchy in ways like never before. Marketing and even small
business startups first introduced themselves through social media. When launching
a new product, social media has the power to spread the message to a wide extent.
‘Many online tools that allow people with similar interests to share information, learn
from others, or network in an open process. The information found on these sites is
commonly reffered to as ‘user generated content’, which means anyone is able to
post with minimal restrictions or eversight’ (Wilson, et al., 2010) defined social
media in this way.
Internal communication channels are mediums like social media softwares for
private messaging, intranets, newletters, forums for multiple departments/ parties
and is a great way to interact with one another and video conferencing softwares
External communication methods include, video conferencing, newsletters, emailing
outside parties, websites etc. This form of communication is crucial whne
interogating ecternal stakeholders such as the government, trade unions, peer
groups, regulatory bodies and so on.
1.2 Analyse potential barriers to the effective exchange of information within and
between organisation.
Communication barriers occurs consistently, and in most ocassions recipients are
oblivious about it. Barriers are what causes disruptions when conversing with
someone, and the reason behind a miscommunication is stated below:
- Technology is one the biggest concern when having an interogation with
someone, and this is explicitely for those who use video conference and other
communication softwares. Concerns range from integration issues to network
speed slowing down for instance. When sending important messages to your
client, he/she must heed that the network/ wifi they use is up and running.
- People can also be the reason behind misconsemptions. When passing down
information down the hierarchal organisation (especially when it’s a tall hierarchal
organisation where the span of control is very narrow with a larger number of
subordinates), various matters may cause the meassage to distort, delay or even
change the whole context of the message due to long chain between the sender
ad reciever. Organisation structure can also be a form of barrier, simply because
the channel of communication is long.
- Flow of information being one way and not two way is another barrier created
especially when there isn’t any feedback involved from the recipient to sender.
One reason would be because the reciever forgot to tramit the message onward
or the message may have been too long, making it quite difficult to comprehend.
- Sometimes an alienated workforce might be least bothered when passing down
important messages to other departments, clients or managers. They make poor
recipients and their contribution towards the work they do is unenthusiastic. Such
circumstances occur when there is a lack of teamwork and constant two-way
communication between the employees, they feel included when managers
involve them in decision making and integrate their ideas into the business’s
objectives.
- Informal transmission of data such as social media rumours or through office
grapevine, are unavoidable. And in the words of (Peter Cook (1999), ‘I heard it
through the grapevine’), defined grapevine as an ‘unhelpful gossip machine, it is
a place where knowledge, skill, experience is transferred easily and efficiently’.
Managers must find ways to reduce informal communications, as it can lead to
unsettling disputes and insecurities among one another and form resistance in
abiding the management’s choices.
- Lastly on this list is cultural barrier, where it is common to have people from
different race, culture and belief systems. Language, for instance, is a common
issue, stereotyping, gestures, value or even political influence can all be barriers
when trying to decipher a message to the recipient. The best way to avoid these
barriers is by researching about other cultural or religious norms, ignore
stereotypical notions of other people, respecting other people by communicating
using general speech and not by complicate it further using jargons for example.
In short, communication barriers can be avoided by keeping the communication
channel short and concise, but also adequately elaborate, always ensure two-
way communication with consistent feedback to avoid any misinterpretation. And
lastly, maintain healthy trust and relations by accepting every employee despite
their cultural differences.
Activity 2
LO2 Be able to assess the factors that impact on workplace
communication.
2.1 Explain how an organization’s structure could impact upon workplace
communications.
Hierarchal and matrix are two of the most widely used structures in
organizations. An organizational structure illustrates the subordinates and the
chain of command, larger companies use this due the various levels of hierarchy
where each level consist of personnel with a particular rank. The higher the
hierarchy the more important that person is, in terms of authority.
3 commonly used structures are clarified below:
Hierarchal or bureaucratic structure: They are also known to be called the
traditional hierarchy or tall hierarchal structure. ‘This type of model makes sense
for linear work where no brain power is required and where people who work
there are treated like expendable cogs.’ (Jacob Morgan, 2015, ‘The 5 types of
organizational structures’, Forbes)
This structure has more layers and bureaucracy involved, henceforth making it
hard to coordinate due to the complex layers involved. Another subject
manager’s face is being accused of tunnel vision, management being inflexible,
and sometimes favouritism. This is due to the lack of unity between departments,
hence creating enmity and becoming more defensive with their departments.
This structure still holds a solid foundation in creating decision-making power
from the top of the hierarchy. Decisions are made at the top and then sent to the
bottom, keeping team work and engagement at bay.
Tall organizational structure shortens the span of control due its many stages in
the structure, a longer chain of command and a narrow span of control.
Matrix structure: (Tom peters, (1982), ‘In search of excellence’) stated in his book
why bureaucracy must be abolished and why structures need to be more flexible
with no rigid regulations. With the help of project teams, creativity and teamwork
can be established within the workforce along with motivated employees.
The downside of this structure is the lack of bureaucratic control and executive
control from senior managers. Chaos can be created because managerial roles
are not clearly defined.
Flat organizational structure: Span of control is wider due to the lack of layers
present and so encourages delegation. However, delegation is likely to be
successful if the task passed is not clear. Task can be carelessly avoided if
authority is inadequate and sometimes demotivating for the workforce. There is
however focus on important roles and quicker transmission of information.
2.2 Identify the impact of different management and leadership styles on
workplace communication.
(Goleman, D., 2020) has classified six leadership styles which will be covered
below. These 6 six emotional leadership styles include authoritative, coaching,
affiliative, democratic, coercive and pacesetting.
Some leadership styles are known by other names, for instance autocratic
leadership and authoritarian are both similar, and in Goleman’s case it can be
called as a coercive leadership style too. Clearly this leadership is more
autocratic with a tighter control, where employees have become dependent of
their managers in terms of guidance and control. This approach is sometimes
viewed unfavourable due its one-way communication and the lack of feedback
involved.
Authoritative or (Visionary) leadership is where leaders assign roles and
guidance in achieving the goals.
(Kinley, 2019) As vision leaders collaborate with the workforce to decipher the
vision into quantifiable goals that empowered teams can achieve.
Moreover, employees enjoy working when managed using this leadership,
creating that endurance in an organization.
Coaching leadership style is a more empathetic approach. Leaders who adopt
coaching style, integrates employees’ decisions and the company’s objectives, in
order to help achieve long-term relations and build a more driven force within the
team.
Clearly, motivation levels will sky rocket when leaders transition from autocratic
to coaching style. Of course, every leadership style is tailored for different
business types, and it is the manager’s responsibility in knowing which style fits
perfectly.
Affiliative comes under visionary leadership, where connecting with every
individual in the work force is emotive and filled with affiliation. Workforce culture
is positive, with improved morale and motivation involved.
This leadership style is appropriate for organizations during stressful situations,
especially when the team has fallen apart and need to be glued back together
through trust and mutual connection.
Democratic leadership encourages the two-way principle, where building
teamwork and constant feedback is established. Democratic leadership promotes
active participation and employees must feel a sense of commitment when
putting forward their decisions. This approach may not be suitable for every
organization. Employees build consensus and are open to new ideas, many
organizations may be unsuitable when adopting this style.
Pacesetting leadership style is quite clear from the name itself. Every individual
working is expected excellence and quality, and poor performances cannot be
tolerated.
Every goal and objective are achieved quickly from this highly competent team.
Leaders expect high performance rates from the workforce, organizations
adopting Kaizen will find pacesetting effective.
Apart from Goleman’s leadership style, we have transformative and transactional
leadership styles.
Transactional leadership style involves a clear chain of commands and
supervision. When a task is done the employees are rewarded as a form of
motivation, and reprimanded if not done. This leadership approach involves
surveillance and by basing it predominately on the system of rewards and
punishments.
Transformational leadership can change/ transform employees by letting them
find their true value and potential. By incorporating new ideas, it enhances
performance rates and seeks to modify the organizational culture and knowing
how to stay proactive.
Change is a high expectation when implementing this approach.
2.3 Critique the role that technology plays in supporting workplace
communication.
Technology has revolutionized the world of communication. If anything,
technology has outpaced human interaction for good. Internet, intranet and
extranet are three types of networks used customarily in organizations.
Intranet is a business application, commonly known as a private network
employed within the organization (internal members only). This network only
allows employees to be connected internally through their computers without
involving outside parties.
As more features are added, an intranet can become essential to the operations
of an organization. It becomes a portal that provides access to all the things
workers need. (Schofield, J, 2010, What are intranets and extranets?
<http://www.bbc.co.uk/webwise/guides/intranets-and-extranets>)
Extranet is like intranet but contains a slight difference. It’s used privately but with
additional external parties connecting every member from the organization
externally (strategic partners, suppliers and shareholders). This form of network
can also be defined as an electronic computer-to-computer exchange of
business information in a structured format that can take place between business
trading partners and various units within an organization. (Anandarajan, et
al,1998)
Extranet helps tracking and inventory management, modifying and updating such
data is instantaneous. Collaborating with customers and other external clients via
a secure network allowing more flexibility and improved communication.
And finally, internet, the global network that changed peoples lives in the early
1980’s but was officially became more recognized once Tim Berners-Lee
developed the WWW (world wide web).
The internet itself is a world of its own, and has been utilized as a marketing as
well as communicating tool. Internet marketing has been a great tool in luring in
external stakeholders when making purchases.
Emails has also been the new technology everyone is adopting rather than
letters. Emails are also cost effective and the same message you are intending to
send can be sent to a group at once, unlike letters. Complaints and queries from
clients and customers can be resolved through emails, making the work more
efficient.
Video conferencing has also been profiting since not every employee will be
present at the meeting hour. Such software cut travelling costs for those living
overseas or in remote locations. Video conferencing allows virtual project
management, sharing of documents and presentations, and has become a key
medium for interviews.
Social media plays a pivotal role in this world, and businesses have taken that
opportunity to utilize it through promotional campaigns, advertising, marketing
and communication. Connecting with employees through social media, aiding the
in creating solutions, brainstorm ideas and collaborate. This is believed to bring
relations close and improve morale in them.
Social networks Facebook and Twitter have always allowed their subscribers to
come up with an online persona. They then develop a personal network of links
that connects to an open worldwide community. (Griffith & Tengnah, 2009)
Activity 3
LO3 Be able to demonstrate the effective use of own communication skills
within the workplace.
3.1 Describe a situation where own communication skills were used to effectively
communicate information in a workplace situation.
I was assigned to do a project my boss made me and my co-workers do before a
proclaimed deadline. He appointed me as the group leader trusting me to
coordinate the team and assist their needs accordingly. Being an introvert, I
always had a problem mingling and communicating effectively, but as this was a
ray of hope for me to prove myself, I used my best communication techniques in
order to coordinate the team.
I broke down the project into mini tasks for everyone (6 members in total),
making it easier for me to delegate the task and see if everyone is working
accordingly.
It is stated that as a project leader I must have the ability to motivate and make
my group members enthusiastic about the project (Fabi and Petterson, 1992;
Jessen, 1992; Owens and Martin, 1986; Roman, 1986)
My teammates have responded better with constant feedback and
communication, as they were seeking guidance from me, and as a team leader it
is crucial to be responsive when you are approached with queries and the need
for some direction.
My teammate Dylan struggles in budgeting so I assigned Colette to do the task
with him as she excels at it. I figured, pairing the weak ones with the stronger
ones is a significant way of strengthening their weakness.
Displaying a confident work ethic is the driving force of my team. My hope in
succeeding the project motivated my team to strive harder. But most importantly,
trust and emotional intelligence builds that foundation stronger.
Weeks of hard work passed, and on the day of our submission our boss was
ecstatic. He was pleased to see how well the project came out, and rewarded a
bonus pay for each of us.
3.2 Design a personal development plan to improve own communication skills
using SMART targets.
I am going to plan out a SMART analysis to improve my communication skills to
the fullest as I’m still lacking skills when approaching my customers or other
employees.
x
To be able to speak in a clear and concise manner without fumbling my words during stressful
situations. I lack empathising other people. Knowing how to react arround sensitive manners and
enhance my listening skills.
Initial goal
What do you want to achieve? What is your objective?
Ans: My objective is to improve my emotional intelligence. This way, my social skills, social
Specific awareness, self-management and self-awareness can be enhanced. And in the future if I'm
promoted, I can utilize these skills to better improve myself.
How can i measure my goals progress, easier?
Ans: I will talk to my co-workers every day and get to know them emotianally. Getting to know
them and accepting feedbacks without being defensive. At the end of the week I will attain
Measurable feedbacks from them on how they are progressing with their tasks and ask them if I'm doing my
job as a responsible employee. This way I know where i can improve myself.
How achievable is it?
Ans: I will need to be a patient listener, as I'm more of a speaker. This quality will be time-
consuming for me as someone who can't sit still for a long time without talking. Eventually as I
listen to more people I will become a better listener.
Achievable
Is my goal realistic ?
Ans: Yes, this goal I set for myself will turn into a reality and make me a better human being.
Relevant More people will be willing to seek my advice and guidance, and that is what i want to achieve.
Will there be a time limit so that you can ensure this goal will actually be met?
Ans: By the end of this month I will review all the positive feedbacks I recieved and build on the
negative feedbacks I recieved and not be discouraged by it. I will do this review every month for 6
Time-specific months and further enhance my other communication skills once after.
Activity4
LO4 Be able to evaluate the effectiveness of communication within an
organization.
4.1 Carry out an analysis of internal and external communication channels within
a specific organisation.
A glimpse at the company’s profile:
‘Jack Cohen opened the first Tesco store in Burnt Oak, Edgeware, North London.
The store sold great value dry goods and the first ever branded product, which,
unsurprisingly, was Tesco Tea’ (https://www.tescoplc.com/about/our-history/)
Internal communication:
Tesco holds meetings occasionally with a predetermined duration and set
agenda. The meetings are well organized with different members appointed a
role, otherwise the meeting will end up being unruly. Verbal communication has
been an efficient channel for exchanging important messages face-to-face.
During board meeting, staff members can share their ideas, opinions, talk on
further development and policies. Advantages of conducting meetings where
there’s an open discussion is being able to decipher the information easily
without any barriers. Doubts and queries can be resolved on the spot, and allows
everyone to give their input.
However, meetings are not always beneficent as they are open to disruptions
and not every word said during the meeting be remembered and some
information can be misinterpreted.
Tesco also has the habit of using reports to commute with other employees
regarding statistical data, sales figures, monetary information, budgetary so on
and so forth. These reports include cash flow, income statement, feasibility
studies annual reports disclosing the previous year’s performance. For the
employees in Tesco, it illustrates their performance evaluations giving them a
sense of progression. Sometimes reports mind not always be an easy job. It is
time-consuming and the more technical the reports are the harder they are to
comprehend.
Tesco uses emails as a source of channel, coming under both internal and
external communication in this case. Emails are superior when comparing to
letter due its flexibility and quick retrieval of response. Tesco uses emails to
commute with its functional departments exchanging ideas and information with
other clients and managers.
The drawback of emails is the fact that they cause misunderstandings and data
overload.
External communication:
Tesco’s advanced email system allows them to customize and broadcast these
emails to a broader customer base. Their relentlessness in collecting customer
data to improve customer relationships has led them to expand customer lifetime
value using this loyalty scheme.
Social media has played a primitive role in reaching out and communicating with
outside stakeholders. Social media sites they commonly use include twitter,
Instagram and Facebook, and since customers these days rely on social media
every day, Tesco can take advantage of this opportunity reaching out to its
customers through posts and price driven campaign and offers. This connection
Tesco develops between them and their customers is rather special, and
consumer engagement is Tesco’s specialty. Promoting their products can be
outstretched to a wider geographic area through social media creating
awareness and luring in other external stakeholders.
Tesco e-commerce website has become a phenomenon. Its user-friendly website
allows consumers to navigate through the webpage easily with a visually
appealing screen and the availability of filters for customers to easily browse
through. E.g., Consumers can filter/ customize when shopping such as halal
meat or vegan. However, there are certain features that weren’t pleasing for
some consumers. This includes, too much information, filter navigation was
complicated and tabs that automatically open to new pages which were kind of
annoying.
4.2 Evaluate the effectiveness of information flows based on the analysis.
These communication channels are effective in the operations of Tesco.
According to ‘The Guardian’, ‘Tesco see emails as key to their strategy of online
marketing as result of that about 60% of their online revenue comes from emails’
Emails have the ability to control customers to departments that meets their
need. Tesco has decided to send personalized emails using their loyalty cards
called ‘clubcard’. According to a source, they have sent personalized coupons
before but never emails.
Emails have the ability to dissimilate messages more quickly, and as for Tesco
queries can be resolved more quickly when consumers put forward their
complaints/ issues.
Meetings are advantageous only to a certain extent. As mentioned earlier, the
pros and cons allow us to understand that emails are not always an effective
communication channel. Which is why Tesco held a ‘Virtual Shareholder
Meeting’ and Annual General Meeting (AGM) holding a presentation by John
Allen (Chairman) and Ken Murphy (Group Chief Executive) discussing the
previous year’s performance of the business. This is a great way for stakeholders
and employees who are distant to appear and participate in the conference. For
those who couldn’t attend, the recording was made available in YouTube. This
has made it easier for clients to catch up with what they missed in the meeting.
The Virtual Programme allows effective communication to take place with great
visuals and flexibility.
Reports are also made available in Tesco’s website for shareholders to analyse.
This shows great transparency Tesco demonstrates as a sincere organisation,
portraying its willingness of contribution and loyalty. Tesco posts their annual
reports every year displaying their performance and other statistical and
monetary data for more lucidity. Tesco has been accused of overstating their
profit numbers. Their financial director has been charged for false accounting and
fraud, taking advantage of their position of authority to falsely note the figures.
Does this make Tesco easy to believe with their entire annual reports published
yearly on their websites?
Tesco website has allowed a surge in online sales, claiming that their e-
commerce business has become ‘the clear market leader’ as said by Ken
Murphy, Tesco Chief Executive. Evidently, we’re living in a time, where going to
shops physically is a concern. Times are changing and Tesco is utilising their
opportunity to turn it into profit. Clubcards have become a sensation for Tesco,
as this has become a form of communication towards their consumers, claiming
to have two million + active users. With these many users, IT security has been a
bit of concern and they are working on to tackle these issues.
And lastly, social media’s effectiveness on Tesco. They exploit social media to
gauge what their consumers want, noting down their demands for better service.
Instagram has become the most highly used social networking site. Tesco has
almost a half a million followers (467k followers in counting), and for the ease of
the costumer. Tesco has various accounts on this app, ranging form Tesco
Ireland, Tesco Malaysia, Tesco Enterprises etc. This focuses on the target
customer base Tesco is based aiding in a more effective information flow.
Advertising and marketing made easier with multiple accounts on Instagram with
improved cohesiveness.
4.3 Make recommendations to improve organizational communication based on
the assessment:
There are several ways Tesco can better improve themselves.
One such way is improving their websites. Tesco’s website has layout features
that are still perplexing for users. They can increase icon sizes and reduce the
number of options available to avoid any overwhelming webpages when
customers are shopping. Older consumers using the website will find it easier to
use, with the help of user-friendly features.
Tesco can also start holding external events to build more relations with their
staff and costumers. This way it facilitates great bonding with one another and
enhance communication.
If Tesco want to broaden their reach with consumers, they might need to start
expanding their branches in other nations instead of only focusing in the UK ad
Europe. There are many consumers wishing to have Tesco in their home
country. In my opinion, Tesco has the potential to succeed in India after they shut
it down back in 2015. India is a fierce place to operate a business. Tesco might
not be familiar to every Indian but Tesco can swoon them with great quality
products with competitive pricing strategy involved. This way, it won’t have to
shut down again. Indians have a keen eye on the prices, so pricing is one
element to focus on and then stepping up the marketing afterwards.
Tesco has faced quality issues and this might be due to poor calibrations.
Implementing QMS (quality management system) and striving to improve quality
will fix this problem. Commuting is important, and quality can be controlled if
there’s proper feedback and delegation between each other. Tesco can better
improve their product quality with further training involved when recruiting
employees into their factories. Quality management is an improvement that
endures time. Using performance evaluation and carious technique to build
quality performance, will help Tesco achieve their motive. This helps meets
customer needs to the fullest.
Social media is not utilised satisfactorily by Tesco. Walmart has sued social
media as a marketing tool and to connect with consumers more. Their activeness
in social media has built more trust withing the customer base and more
recognition. Tesco needs to learn how to harness the power of social media a bit
more during these times where every individual’s dynamism is relied on these
social media sites. Profit margins can be improved as well as consumer relations,
especially when Tesco wants to announce an important message or new sales.
