2.4 Internal and External Communication (knowledge)

Question 1

Ways in which messages are communicated within businesses (internal communication)

Answer 1

1. Notice on a table
2. Manager asks a worker (face-to-face)
3. Notice on a board
4. Telephone call
5. Email memorandum / written letter
6. Meeting with shop workers in store

Question 2

Why business need external communication:

Answer 2

• Order goods from suppliers
• Sending information to customers about prices and delivery times
• Advertising goods/services
• Asking customers to pay bills on time

Question 3

What are the consequences of poor external communication?

Answer 3

• Poor communication with suppliers => send wrong inventories/quantity of inventories
• Poor communication with customers => customer buy product from another company & lose customer loyalty if orders not delivered on time
• Poor communication with tax office => pay wrong amount of tax (get fine)
• Poor communication about the recall dangerous of a product => customer sues the company for compensation if they are harmed

Question 4

Why doe people within the business need to communicate ?

Answer 4

1. To those in same department within the business
2. Other departments
3. Other sites (locations)
4. Passing instructions/informations e.g fire drills

Question 5

What are the 4 features of effective communication ?

Answer 5

• The transmitter/sender: the person who wishes information pass on to others; choose next 2 features carefully
• Medium of communication/a method for sending the message e.g letter or notice board
• Receiver: person whom the message is sent to
• Feedback, receiver confirms message has been received => ensures information reach correct person & if necessary acted upon

Question 6

What are the advantages of two-way communication ?

Answer 6

• Become clear to sender whether or not receiver receiving the message has understood and acted upon it.
  => if they have not => have to be sent again/made clearer until understood
• Both people involved & receiver feels more a part of this process => can make contribution to the topic discussed/communicated => motivate them

Question 7

What are the 3 communication methods ?

Answer 7

1. Verbal - involve sender of message speaking to the receiver
2. Written - include letter, notices/posters, increasingly involve the use of information technology (IT)
3. Visual - diagrams, charts & videos

Question 8

What are factors to consider when choosing the appropriate communication method ?

Answer 8

1. Speed - is it important to get the information quickly ?
2. Cost - is it important to keep costs down or to communicate effectively, regardless of cost
3. Message details - how detailed; if has plans, figures => visual/written
4. Leadership style - if democratic then can do two-way communication
5. Receiver - who is/are target receivers, if only one then can do one-to-one conversation
6. Importance of written record - is it essential that a written record can be referred to at some point in the future
7. Importance of feedback - if require feedback & quick => direct verbal communication is most appropriate

Question 9

Advantages and disadvantages of verbal communication method ?

Answer 9

Advantages:
- Information give out quickly => efficient to communicate with large number of people e.g in meeting
- Opportunity for immediate feedback & two-way communication
- Message is reinforced by seeing the speaker => can help to put the message across effectively
Disadvantages:
- In big meeting, no way of telling whether everybody is listening/understood message
- Can take longer use verbal methods when feedback occurs than to use a written method
- When an accurate & permanent record is needed => verbal is inappropriate

Question 10

Advantages and disadvantages of written communication method

Answer 10

Advantages:
- “Hard” evidence of the message => can be referred to in future => reduce disagreements about contents
- Essential for messages involve complicated details which might be misunderstood
- Can be sent to many people, electronic communication is quick & cheap to reach large number of people
Disadvantages:
- Direct feedback is not always possible => people can”t pick out important messages => might miss
- Not easy to check if message has been received & acted upon
- Language used can be difficult to understand => can be confusing & lose interest of the reader
- No opportunity for body language to reinforce the message

Question 11

Advantages and disadvantages of visual communication

Answer 11

Advantages:
- Can present information in an appealing & attractive way => attract people
- Can be used to make written message clearer by illustrate the point made by chart/diagram
Disadvantages:
- No feedback & sender may need to use other forms of communication to check message has been understood
- Charts & graphs are difficult for some people to interpret => overall message can be misunderstood

Question 12

What are the 3 directions of communication ?

Answer 12

1. Downward communication - messages sent from managers to subordinates
2. Upward communication - message/feedback passed from subordinates to managers
3. Horizontal/lateral communication - when people at the same level in an organisation communicate with each other

Question 13

What are the characteristics of downward communication ?

Answer 13

• Can be used for instructions/statements on important business decisions
• Does not allow for feedback
• If messages have to pass through many levels of hierarchy => original meaning can be distorted

Question 14

What are the characteristics of upward communication ?

Answer 14

• Feedback can be an essential part of effective communication
• Workers have much to offer by involved in communication process
• Workers should not be afraid contributing to discussions/meetings
• Organisation can be benefit as managers listen and act upon messages from lower levels

Question 15

What are the characteristics of horizontal communication ?

Answer 15

• Information & ideas can be exchanged at both formal & informal meetings
• Can be a cause of conflict between departments e.g Marketing informs Operations that quality of output is poor => consumers returning goods

Question 16

What are the problems with the sender and how barrier can be reduced/removed ?

Answer 16

1. Language which is too difficult is used & receiver may not understood
   => Sender ensure that message uses language which is understandable
2. Sender uses verbal means of communication & speaks too quickly/not clearly
   => Sender should make the message as clear a possible & ask feedback to ensure message is understood
3. Sender communicates wrong message/passes to wrong receiver
   => Sender must make sure the right person is receiving the right message
4. Message is too long & too much detail prevents main points being understood
   => Message should be as brief as possible so main points can be understood

Question 17

What are the problems with the medium and how barrier can be reduced/removed ?

Answer 17

1. Message may be lost so the receiver does not see it
   => Important to insist on feedback, if no feedback received then the sender assumes message was lost
2. Wrong channel used e.g important message on notice board
   =>sender must select the appropriate channel for each message sent
3. Sent down long chain of command & original meaning can be distorted
   => Shortest possible channel should be used to avoid this problem
4. No feedback received
   => Could be because letter was used; a meeting could be more useful
5. Breakdown of the medium e.g computer failure/postal strike
   => Other forms of communication should, where possible, made available

Question 18

What are the problems with the receiver and how the barrier can be reduced/removed ?

Answer 18

• Might not be listening/paying intention
  => importance of message should be emphasised & ask receiver for feedback to ensure understanding
• Receiver may not like/trust the sender & unwilling to act upon message
  => Another sender should be used who is respected by receiver

Question 19

What are the problems with feedback and how the barrier can be reduced/removed ?

Answer 19

• No feedback
  => No feedback asked for/ method of communication not allow feedback & an alternative method could be better by allowing feedback
• Received too slowly/distorted (passing many people before received by original sender)
  => Direct lines of communication between managers & subordinates must be available