chapter 9 - internal and external communication Flashcards
why is external communication important? (2)
- External communication is very important to the image and efficiency of a business. if a company communicates ineffectively with suppliers, it may be sent the wrong materials. If it sends inaccurate information to customers, they may buy a product from another company.
describe one-way communication
- One-way communication does not allow the receiver to contribute to communication or to provide any feedback.
advantages of two-way communication (2)
It should become absolutely clear to the sender whether or not the person receiving the message has understood it and acted upon it.
Both people are now involved in the communication process. The receiver feels more like a part of this process. He or she can make a real contribution to the topic being discussed or communicated. This may help to motivate the receiver.
how to choose the appropriate communication (7)
- Speed – is it important that the receiver gets the information really quickly?
- Cost – is it important to keep costs down or is it more important to communicate effectively, regardless of cost?
- Message details – how detailed is the message?
- Leadership style – the leadership style a democratic one?
- The receiver – who is/are the target receiver(s)?
- Importance of a written record – if it is essential that a written record can be referred to at some point in the future, then verbal communication would be inappropriate.
- Importance of feedback – if it is essential that the sender receives feedback then a direct verbal communication might be appropriate.
advantages of using verbal communication (3)
Information can be given out quickly.
There is opportunity for immediate feedback and two-way communication.
The message is often reinforced by seeing the speaker (body language + facial expressions).
disadvantages of verbal communication (3)
In a big meeting, there is no way of telling whether everybody is listening or has understood the message.
It can take longer to use verbal methods when feedback occurs than to use written communication.
When an accurate and permanent record of the message is needed, a verbal method is inappropriate.
advantages of written communication (4)
There is “hard” evidence of the message which can be referred to in the future.
It is essential for certain messages involving complicated details which might be misunderstood if a telephone call was made. The law in many countries requires certain safety messages to be written and displayed in offices and factories.
A written message can be copied and sent to many people.
Electronic communication is a quick and cheap way to reach a large number of people.
disadvantages of written communication (3)
Direct feedback is not always possible, unless electronic communication is used. If too many email messages being created and information overload, meaning people are unable to pick out the really important messages.
It is not so easy to check that the message has been received or acted upon.
The language used can be difficult for some receivers to understand.
There is no opportunity for body language to be used to reinforce the message.
advantages of visual communication (2)
These methods can present information in an appealing and attractive way.
They can be used to make a written message clearer by adding a chart or diagram to illustrate the point being made.
disadvantages of visual communication (2)
There is no feedback and the sender of the message may need to use other forms of communication to check that the message has been understood.
Charts and graphs are difficult for some people to interpret.
describe downward communication (2)
this is when messages are sent from managers to subordinates. It does not allow for feedback, if these messages have to pass through many levels of hierarchy, then the original meaning of the message becomes distorted.
describe horizontal communication (2)
this occurs when people at the same level in an organization communicate with each other. Information and ideas can be exchanged at both formal and informal meetings.
communication barrier with the sender (4) and what are the solution for these problems (4)
- Language which is too difficult is used. Technical terms may not be understood by the receiver.
This can be reduced or removed as how the sender should ensure that the message uses language which is understandable. - The sender uses verbal means of communication but speaks too quickly or not clearly enough.
The sender should make the message as clear as possible. - The sender communicates the wrong message or passes it to the wrong receiver.
The sender must make sure that the right person is receiving the right message. - The message is too long and too much detail prevents the main points being understood.
The message should be as brief as possible to allow the main points to be understood.
communication barrier with the medium used (5) and what are the solutions to these problems (5)
- The message may be lost so the receiver does not see it.
It is important to insist on feedback. If no feedback is received then the sender assumes the message was lost. - The wrong channel has been used.
The sender must select the appropriate channel for each message sent. - If the message is sent down a long chain of command, the original meaning of the message may be lost, and could become distorted.
The shortest possible channel should be used to avoid this problem. - No feedback is received.
This could be because, for example, a letter was sent to workers asking for their opinions, when a meeting would have been more appropriate. - Breakdown of the medium.
Other forms of communication should be made available.
communication barrier with the receiver (2) and what are the solutions to these problems (2)
- They might not be listening or paying attention.
The importance of the message should be emphasized. - The receiver may not like or trust the sender.
There should be trust between the sender and the receiver of effective communication is unlikely.
