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1.1 Explain the process of communication within organisations
Communication Skills for Business
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.
Unit Level
4
Unit code
J/617/1149
GLH
60
Credit Value
15
Unit Grading Structure
Pass-Merit-Distinction
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.
Learning Outcomes
The learner will:
Assessment Criteria
The learner can:
P
M
D
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
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
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
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
4D1 Adapt and use own oral communication for different specified audiences and purposes
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
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
3. Understand the factors that impact on the effectiveness of communications in business
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
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
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