Name - Naveena Monjoor Satter

ID - 531636

Level 3 – Unit 1 - Communicate in a Business Environment

1.1.1 Analyse the communication needs of internal and external stakeholders

Stakeholders to a business is an individual, group or organisation that will be affected by the activities of
the business.

Internal stakeholders are those who work within an organisation, this includes Owners, shareholders and
employees. Whereas external stakeholders are those impacted by the decisions and actions of the
business, this includes customers, lender/supplier and the local community.

The communication requirements for internal and external stakeholders vary depending on their position
in relation to the business. The main types of communication used for stakeholders includes
formal/informal and written/verbal. In order to choose an appropriate method of communication, certain
factors need to be analysed depending on the message being conveyed. This includes factors such as age,
size of audience, the position of the person you are addressing, familiarity, origin, communication needs
(hearing etc).

The type of communication channel is also determined by analysing these factors, these include the
following;

- Direct
o Text that provides clear messages or dictates action to the recipient.
o Generally used within the workplace to ensure clarity. This can be through one-to-one’s or
meetings with different departments within the organisation.
o May be used where there is no room for discussion or compromise.

- Indirect
o Means of attracting new customers to the business.
o Proactive communication via channels such as social media (Facebook, Twitter, LinkedIn).
The type of social media used is dependent on the recipient.
o Advertising and emails are the most common way of indirect communication. Advertising
can be electronic via pop ups and SMS notifications or paper based such as posters.
o Generally used with external stakeholders such as customers.

- Chain of Command
o Communicating within a hierarchy e.g. – Employee >> Manager >> Senior Manager >> CEO
o Instruction flows down a hierarchy which is known as chain of command and accountability
flows upwards which is known as line of command

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Name - Naveena Monjoor Satter
ID - 531636

1.1.2 Analyse the different communication models that support administration

There are four main types of communication; verbal, nonverbal, written and visual.

There are different models of communication within business; the type of model used is determined by
analysing the information that needs to be communicated.

Communication models in following;

- Shannon & Weaver (S&W) Model of Communication

o Also known as ‘Information Theory’ – This model
believes communication is broken down into 6
key concepts; Sender, encoder, channel, noise,
decoder and receiver.
o Earliest model of communication which defines the process of conversation and to evidence
what could go wrong from ‘source’ to ‘receiver’ as a message is ‘encoded’ and ‘decoded’ by
two parties.

- Schramm’s Model
o This model revises the simplistic S&W model and defines
communication as dynamic.
o This is a circular model rather than linear, where the sender
and receiver are continually encoding and decoding
messages and providing feedback. The communication is
usually equal and reciprocal.
o Schramm’s Model also believes that communication requires
3 steps: encoding, decoding and interpreting a message.

- Berlo's SMCR Model
o SMCR stands for source, message, channel and receiver,
and this theory lays out the different components that
form the net effect of communication.
o This model further revises the S&W model, emphasising
the relationship between sender and receiver. Stressing
the different communication skills and perceptions that
allow the parties to encode and decode messages.
o This model is the most complex, accounting for senses,
attitudes and structuring of the message. These factors
will vary depending on how the sender wants the
messaged to be decoded by the receiver and vice versa.

Within administration it is important to provide clear and specific instruction to ensure there is no
misunderstandings. Misunderstandings can occur through error in communication, examples include
typo’s, lack of relevant information or unintentional omission of information. When working with
confidential data, it is vital to ensure that the message conveyed is simple but complete.

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Name - Naveena Monjoor Satter
ID - 531636

1.1.3 Evaluate the effectiveness of different communication systems

Communication systems include the following; chain, circle, all-channel and wheel.

- Circle
o A form of group exchange that builds a network of relationships, a sense of
community.
o Circle communication emphasizes individual contribution while building
consensus to fulfil the purpose of the group.
o The sender can communicate to receivers nearest to them. The message
from the sender travels to other members of the group through sharing.

o Advantage – This method supports shared leadership where there is total equality. Each
member has the same authority and power to influence the group.
o Disadvantage – information travels slowly throughout the group and can become distorted.

- Chain
o One person passes information down to the next person in the company
hierarchy, on down to the lowest employee.
o Formal approach adopted in hierarchical organisations.

o Advantage – Individuals at the top of the hierarchy are able to oversee

communications to different areas of the organisation.
o Disadvantage- Loss of information as it travels down the hierarchy. Sense of seclusion felt
by those at the bottom of the hierarchy.

- Wheel
o Sender will communicate directly to all receivers.
o A fast means of getting information to employees, since the person at the hub
of the wheel can do so directly and efficiently.

o Advantage – Quick method of communication and less likely for problems to

occur. Particularly good method to use in problem solving due to the direct
means of communication.
o Disadvantage – Low morale from receivers as they do not take an active part
in the decision-making process.

- All-Channel/Star
o Communications flow upward, downward and laterally among all members
of the group.
o Sender and receiver have equal power of influence amongst the group.

o Advantage – communication with the entire group allows the ability to

solve complex solutions.
o Disadvantage – confidentiality is low and this model will disintegrate over
time as there are many participants communicating within this model.

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Name - Naveena Monjoor Satter
ID - 531636

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Name - Naveena Monjoor Satter
ID - 531636

1.1.4 Explain the factors that affect the choice of communication media

Varying communication media can be used to communicate with an audience e.g. oral or written. The type
of media used is dependent on various factors such as the message being conveyed, the audience and
complexity of the message.

- Age of audience
o Business must analyse the demographic of the receiver to ensure the most effective method
of communication is used.
o Age can determine the type of communication used within a particular group.
o A younger audience are more likely to use electronic communication that is easily accessible
such as social media.
o An older audience may prefer more traditional methods of communication such as written
text e.g. Newspapers and posters.
- Context
o Depending on the urgency of the message being received or conveyed, the type of media
used must be appropriate.
o For an emergency it may be preferable to make a telephone call and speak directly to the
receiver. This will also allow feedback from the receiver to the sender.
o If the message needs to be secure, a secure email can be sent to ensure an audit trail.
o Informative communication can be delivered through posters or leaflets, this method will
allow the business to also reach a wider audience.
- Type of business
o The purpose of the information will determine the media used to communicate to the
audience.
o A business trying to sell a new product will have to consider the target market, the cost of
promotion and advertising, ensure specific information is given to attract the reader but not
overwhelming them with unnecessary information.
o Businesses can opt for passive forms of media where the audience may or may not use to
engage such as a poster on a wall or more proactive forms such as pop up stalls where
ambassadors will be able to communicate to a wider range of people.
o However, this method of communication may be considered intrusive as the audience are
given less choice to engage.

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Name - Naveena Monjoor Satter
ID - 531636

1.1.5 Explain the importance of using correct grammar, sentence structure, punctuation,
spelling and conventions in business communications

It is vital that the business uses correct grammar, sentence structure, punctuation and spelling. The
perception of the message being delivered can be altered if there is a mistake in these key factors.

Depending on the message being communicated, certain style and language should be used. For internal
stakeholders, messages can be communicated via email. The sender should ensure that the information
being sent is clear and concise as to avoid additional emails that require the sender to clarify.
Abbreviations and acronyms are be used to ensure efficiency.
For external stakeholders, the message should be informative and laid out in a tidy manner through
paragraphs. The sender should ensure the language used is simple and avoid terminology that the sender
is familiar with which may confuse the receiver. The external stakeholders’ perception of the business can
affect their loyalty to the business.

For meetings, it can be beneficial to use presentations to convey a message as this will help the sender
break down the information to be communicated and more engaging to the audience.

1.1.6 Explain the factors to be taken into account in planning and structuring different
communication media.

When planning communication media

- Factors to consider;
o Audience – Who will be receiving the message
o Communication objective – how will the communication media be decoded by the receiver.
o Message – What information is being provided through the chosen media and how will the
message be interpreted by the audience.
o Channel – How will the message be conveyed.
o Timing – Ensure the message is being communicated at a time where there will be the most
receivers
o Preparation – Ensure the above factors are analysed to maximise the communication used.

When structuring different communication media, factors to consider are background, basics; details, e.g.
facts and figures; response or action, e.g. conclusion; close.

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Name - Naveena Monjoor Satter
ID - 531636

1.1.7 Explain ways of overcoming barriers to communication

While it is important for a business to consider the type of communication

used, there will inevitably be barriers faced by the business. When dealing
with barriers it’s important to consider the 7’Cs of Communication (Table 1).

- Physical Barriers; within a business environment, successful

communication is determined by proximity. Most offices are closed
environments, especially when moving up the organisational
hierarchy. This kind of barrier prevents effective interaction amongst
team members.
o A way in which to overcome this type of barrier is applying an
open-door policy or having an open office to allow free
movement.
o Training staff at higher levels to manage lower level employees Table 1
to allow for transparency.

- Cultural Barrier; a message can be communicated but decoded differently depending on the
receiver’s background. The influences of their background can pre-determine how they will decode
a message. Some topics may not be appropriate to be discussed openly in certain cultures and the
sender must be sensitive to this.
o Analysing the cultural background of the audience you wish to communicate with will not
only help ensure the context is correctly laid out but also prevent potential
miscommunication that can lead to offence and therefore loss of business.

- Language Barrier; much like cultural barrier, the receiver may not understand the sender’s message
as it may not be in a language they are familiar with.
o This barrier can simply be overcome by ensuring there is mechanisms in place (such as an
interpreter) to translate the message accurately. This can be face to face in a conversation
or translation services to communicate through written text.
o Analysing the receiver to ensure the context of the message is perceived in the manner the
sender desired it to be.
o This barrier is also applicable to accents; although the individual may understand the
language, certain idioms may not be understood and therefore the message not interpreted
correctly. In this instance it’s important to use language which is simple enough for a wider
audience to understand.

- Individual Barrier; individuals may have specific needs where this this will need to be accounted for.
This can include things like hearing problems, speech difficulties or learning disorders.
o Consider feedback to allow the receiver to communicate any needs. This will allow
reasonable adjustments to be made for the individual.
o In doing so the individual will feel respected by the business and also save the business
money by making a small change through feedback than a big change through theory and
assumption.

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Name - Naveena Monjoor Satter
ID - 531636

1.1.8 Explain the use of communications theories and body language

Communication isn’t restricted to verbal/written text. Majority of

communication is through non-verbal means which is interpreted by the
receiver. There are different types of non-verbal communication this includes
facial expressions, eye contact, gestures, posture, and touch. For this reason,
there is a lot of psychology behind effective communication. There are different
theories and text that provides information about non-verbal communication.

- Albert Mehrabian theory of communication;

o Demonstrates that 7% of communication consists of literal
content of the message, while the remainder 93% consists of
body language and even tone of voice used when conveying the Dr Albert Mehrabian's 7-38-55
message. Rule
Elements of |Personal Communication
o Albert Mehrabian's book named ‘Silent Messages’ contains lots of 7% - Spoken Word
information about non-verbal communications. 38% - Voice,Tone
55% - Body Language
o Mehrabians identifies that the way the message is transmitted
and delivered to the receiver is actually more important than the content of the message
itself.

- Birdwhistell’s Theory of Kinesics;

o Kinesics is the interpretation of body language such as facial expressions, gestures and any
non-verbal behaviour related to movement.
o Birdwhistell, an anthropologist, defined kinesics as “the study of body-motion as related to
the non-verbal aspects of interpersonal communication”
o What is with this can convey information but how this is interpreted varies from culture to
culture. As many body movements is carried out subconsciously kinesic movements carries
a significant risk of being misinterpreted in an intercultural communication situation.
o Birdwhistell highlights that the sender should recognise any body language used
unintentionally and how this may be interpreted by the receiver.

- Argyle’s Communication Cycle;

o The communication cycle expresses how the system of
conveying and interpreting messages operates.
o The communication cycle proposed by Argyle consists of 6 steps;
 Aim
 Compose
 Transmit
 Feedback
 Analyse
 Improve
o This method acknowledges feedback between the sender and
receiver. This is a useful method as it’s dynamic and allows Argyle’s Communication
sender to amend the way a message is transmitted through Cycle
feedback provided by the receiver.

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Name - Naveena Monjoor Satter
ID - 531636

1.1.9 Explain proof-reading techniques for business communications

Proofreading is an important step of business communications. This allows mistakes and any imperfections
to be reviewed before being transmitted to the receiver. It also allows a chance to minimise or eliminate
errors within text as well as reviewing any punctuation or grammatical mistakes. Such errors can have a
negative impact to the reputation and credibility of a business.

- Types of Business Communication;

o Written
 Documents
 Email
o Numbers
 Spreadsheets
 Tables
o Graphical
 Charts
 Graphs
 Diagram
o Image
 Photograph

- Proof Reading Techniques;

o Create a proofreading checklist.
o Check for spelling/punctuation/grammatical errors.
o Check facts and figures are correct.
o Review a hard copy.
o Use spellchecker.
o Allow another person to read over your document. Over time, a lack of focus can make it
easy to overlook mistakes.