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Chapter-9

Internal and external communication

Communication – Process by which information or instruction is exchanged between one group


or person to another.

Internal communication (Communication from and to people within the business):

e.g. Employees talking to each other. Director sending an email to employees, Noticeboard in
office,

Poor internal communication leads to –

o Workers don’t understand what they have to do


o Poor motivation
o Wastage (e.g. 2 employees do the wrong task because of wrong instructions)

External communication (Communication from people inside the business to people outside
the business):e.g. Employees talking to customers, ordering materials from suppliers,
Advertisements

Poor external communication leads to –

 Unhappy customers (leads to fewer sales)


 Bad business reputation (lower sales)
 Problems with suppliers/customers due to incorrect information (e.g. wrong supplies
being delivered)

Formal communication – Recognised and approved by business (e.g. formal emails, official
meetings, reports)

Informal communication – Information is sent and received casually (e.g. employee talking
during lunch break)

One way communication – Communication that does not allow for a response

Two-way communication – Communication where the receiver sends feedback to the sender
about the topic.
Advantages of two way communications:

Receiver can tell the sender that they have understood the information/instruction

Chance to ask for more information

Allows the receiver to contribute ideas

Methods of communication

1. Verbal
2. Visual
3. Written
4. Electronic

Verbal (oral) communication:

Discussions

Telephone calls

Meetings

Advantages of verbal communication:

Fast

Opportunity for receiver to reply (2 way comm)

Body language

Disadvantages of verbal communication:

Feedback from receiver slows process down

No permanent record of the discussion

Written communication

Emails

Reports

Newsletters

Notices
Advantages of written communication:

Permanent record of message

May be required by law (e.g. legal information or safety notices)

Can be easily sent to many people (e.g. emails to all employees)

Disadvantages of written communication:

Readers may find long letters boring and hard to read

No feedback from receiver unless they reply

No body language

Visual communication:

Posters

Images

Videos

Graphs / Charts / Diagrams

Advantages of visual communication:

Interesting (Readers may pay more attention to posters / videos than boring letters)

Information can be clearer than other methods (e.g. Video instructions can be clearer than letter
instructions)

Disadvantages of visual communication:

No feedback

Some people may find charts / graphs difficult to read

Communication barriers:

1. Problems with the senderand receiver:


 Difficult/technical language is used – The sender needs to use language that could be
understandable by the sender
 The sender speaks too quickly or not clear enough – The sender should ensure that the
message is clear
 The sender sends the wrong message or sends it to the wrong receiver – The sender must
make sure that the right person is being sent the correct message
 Lack of trust and respect between the sender and the receiver
 Demotivated workers don’t listen to the message properly
 Poorly disciplined workers do not pass on the message to others

2. Problems with the communication channel:


 The wrong communication channel was used (e.g. important letter placed on board that
does not get seen) – The appropriate communication method must be selected
 No opportunity for feedback – Sender uses a one-way communication channel which
does not allow receiver to contribute ideas
 Long chain of command – Message needs to be sent through a long chain of command
where the message could be changed

3. Problems with the physical environment:


 Too much noise between the sender and the receiver
 Distance between the sender and the receiver

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