1.1 Explain the process of communication within organisations
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Communication Skills for Business |
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Unit Aims |
This unit aims to develop knowledge and understanding of the communication practices within organisations and learners are introduced to the different modes and channels of communication used in organisations. In addition, learners will be able to develop their communication skills. Learners will also apply their own communication skills to typical organisational requirements. |
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Unit Level |
4 |
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Unit code |
J/617/1149 |
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GLH |
60 |
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Credit Value |
15 |
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Unit Grading Structure |
Pass-Merit-Distinction |
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Assessment Guidance |
In order to achieve this unit learners must produce work which demonstrates achievement of the learning outcomes at the standards provided by the assessment criteria. Assessors should also note that LOs 4 and 5 require learners to demonstrate that they are able to do what is stated in the LO and this cannot be achieved by purely theoretical work. |
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Learning Outcomes The learner will: |
Assessment Criteria The learner can: |
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1. Understand how internal communication takes place within organisations |
1.1 Explain the process of communication within organisations 1.2 Assess the appropriate use of different internal modes of communication for different purposes 1.3 Analyse barriers to effective communication within organisations |
1M1 Analyse possible legal and ethical issues in relation to the communication of information within organisations |
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2. Understand how organisations communicate with customers |
2.1 Evaluate formal communication systems used by organisations to communicate with customers 2.2 Analyse the effectiveness of using social media to communicate with customers 2.3 Assess the images organisations portray through their communications |
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3. Understand the factors that impact on the effectiveness of communications in business |
3.1 Analyse the impact of relationships found in organisations on effective communications 3.2 Assess the impact of non- verbal communication on the effectiveness of oral communications 3.3 Assess the impact of technology on oral and written communication 3.4 Review the use of conventions in written communications |
3M1 Evaluate the effectiveness of a range of communications (verbal and non- verbal) in contributing to the success of a specified organisation |
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4. Be able to present oral information effectively |
4.1 Design an oral presentation for a specified audience 4.2 Present complex information orally using technology 4.3 Assess effectiveness of own communication |
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4D1 Adapt and use own oral communication for different specified audiences and purposes |
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5. Be able to communicate effectively in writing |
5.1 Communicate complex information for specific purposes 5.2 Document a meeting 5.3 Use charts and graphs to convey quantitative data 5.4 Review own written communication |
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5D1 Adapt and use own written communication for different audiences and purposes |
Indicative Content
1. Understand how internal communication takes place within organisations
The process of communication
- A dynamic process
- Sender has an idea
- Idea/message sent
- Message transmitted to receiver
- Receiver gets message
- Receiver gives feedback (responds) to message Modes of communication
- Written – letters, bulletins, noticeboards, updates, newsletter letters, bulletins, noticeboards, updates, newsletter
- Face to face /oral - briefings, appraisal, daily/weekly huddles meetings (departmental, weekly updates, team meetings; interviews, appraisals, disciplinary, sales, annual general meeting (AGM); extraordinary general meeting (EGM),
- Electronic – email, Facebook, twitter, blog, intranet, yammer, Skype
- Conferences/ whole staff meetings
- Training events; webinars
Purposes of communicate
- To provide information, to gain information/understanding, to generate ideas, to generate team cohesion, to motivate
- To send information vertically (upward and downward) and horizontally
- To provide information formally and informally
Barriers
- Clarity of written/oral message – readability, language, tone
- Technology – poor connections, inappropriate use
- Interpersonal relationships – personal conflict
- Non-verbal communication
Possible legal and ethical issues Legal:
- Freedom of Information Act
- General Data Protection Regulation (GDPR)
- Equality legislation
Ethical:
- Use of email
- Whistleblowing
- Organisational policies
2. Understand how organisations communicate with customers
Formal communications
- Websites, brochures, letters, newsletters, email, emails, telephone calls, face to face, social media
Purpose of communicating by social media
- Generate business, accessing market segments
- Network
- Image E.g. contemporary; traditional; energised; cutting edge
- Public relations (PR)
- Remain up to date
Images organisations portray through communications
- Reputation
- Identity
- Ethos
- Organisation vision
- Customer standards
Impact of relationships found in organisations
- Team cohesion
- Personal conflict
- Favouritism
- Hierarchical, line management, culture
Impact of non-verbal communication
- Tone of voice, body language
- Negative and positive, reinforcement of oral message/contradiction of oral message
- Active listening and focusing
Impact of technology
- Negative – reliance on technology at meetings/presentations; can create stress;
- Positive – enhance clarity of information, helps reinforce messages, can help those with different learning styles
Conventions in written communications
- Formal reports, informal reports, emails, letters, texts
- Greetings, sign off, tone, punctuation and grammar, use of first or third person
Effectiveness
- Clarity (e.g. of purpose, information, actions required); layout, length
- Message received is the same as the one that is sent
- The purpose is achieved (e.g. motivational speech, disciplinary letter, consultative email)
4. Be able to present oral information effectively
Oral presentation
- Formal presentation to a small group e.g. staff, colleagues, management
Complex information
- General - introductory
- Complex - facts, figures, data
Technology
- Presentation software
- ICT e.g. spread sheets, hand-outs
Effectiveness
- Were intended purposes met?
- Appropriateness of language used and body language
- Audience understanding and response
- Quality and appropriateness of information given
5. Be able to communicate effectively in writing
Communicate complex information
- In writing e.g. reports, briefing notes, press releases, social media (e.g. Facebook, twitter and blogs), meeting documentation
- Purpose e.g. to present results to the board, to launch a marketing campaign
Document a meeting
- Agenda, minutes, papers
Quantitative data
- E.g. financial results, sales figures, changes in product features, productivity, energy efficiency
- Review written communication
- For clarity, readability, appropriateness of media, use of visuals (e.g. charts, graphs, pictures); tone language
Review and adapt written communications
(e.g. website, social media posts, letters, emails),
- clarity
- selection of material
- choice of channel for purpose
- tone / style of presentation (formal, informal)
- suitability for intended audience
