With the rise in the scope of the businesses in the last few decades, the demand of the business communication has increased tremendously. The management is totally responsible for defining the modus operandi of organisational functions. Hence, there comes the role of business communication in defining how and why an enterprise should be the way it currently appears. This write-up will focus solely on the business communication of Coles Supermarketsand aspects related to it.Coles is one of the leading supermarket chains in Australia. The report will enlist the implications for adopting a particular business communication strategy along with its effect on organisational performance. Moreover, the importance of the factors affecting the organisational communication will be compared. In the last part, the importance of the different communication theory in making organisational communication strategy will be elaborated.
Essay- “Role of communication theory in developing an effective business communication strategy”
The role of communication in the accomplishment of the business goals and objectives is very crucial and irreplaceable. Managers in the organisation make use of a particular communication approach in order to convey the information to employees. The business communication has two forms. The first and foremost is the one which involves sharing of management decisions and information with the people associated with the organisation, such as employees, management, directors, shareholders, etc., (Maes, et.al, 2017). The second form is the one which involves an interactive dialogue between an organisation and its customers that takes place at different stages i.e., selling to consuming. This essay will highlight how communication theory will help in the development of a useful corporate communication strategy in the context of Coles Supermarkets.
A simple example of business communication is that in an organisation, a manager passes a message to employees that have an information about a task to be done. The workers follow that information and execute the operation and inform the manager regarding the same. This is a very ordinary process of communication within a business organisation. In a real business world, each and every aspect of the business, such as planning, execution, organising, controlling, staffing, etc., depending on the process of communication. Communication theories serve as a linkage or an instrument for facilitating the development of a business communication strategy. These theories assist in the realisation of business objectives (Maes, et.al, 2017). In addition to this, they develop a two-way process where information can travel both ways i.e., from manager to the employees and vice-versa. Furthermore, these theories establish a perpetual process where the views and opinions get exchange continuously among the subordinates of an organisation.
From the perspective of developing a business communication strategy, the communication theory (both internal and external communication) is very effective and important. Let's suppose that an organisation is having the stable planning andefficient employees, but it cannot succeed until the strategies, policies, and the decisions are conveyed effectively to the personnel. By following a particular business theory, an organisation can motivate the workforce (Du, et.al, 2013). In simple words, communication theories make the functioning and strategy-making process of an organisation hassle-free. In addition to this, an effective communication theory in the business organisation increases the productivity of employees and the overall organisation's performance. The managers can motivate their subjects and influence them to accomplish organisational goals in a more effective way. Moreover, the communication theories can help in the managerial operations, such as coordination and planning. Business communication strategies focus on communicating the ideas and suggestions of the top management and lower level employees in order to develop a business plan. In other words, a good communication theory can assist in improving the coordination within an organisation.
Many types of research have proved that the communication systems and organisational performance are interconnected and interdependent. If a communication system of an organisation performs well, then it will improve the performance of an organisation automatically. In case, any element of a well-performing communication system fails or starts showing discrepancies, it results in poor performance of the organisation.When an effective communication process is interrupted the organisational processes cease and chaotic situations try to interrupt the pace of the organisation (Robbins and Judge, 2017). Therefore, it is crucial to understand the importance of communication theory in facilitating a higher organisational performance. The communication theories are used in order to overcome the barriers of the communication process. The effectiveness of the organisational process is related to the management of factors affecting the business communication strategies in Coles Supermarket. There can be many barriers to an effective communication process, such as elective perception, filtration, ensuing, information overload, emotions, gender difference, silence, language, etc.
Organisational performance depends on various factors, such as vision, aims, objectives, and standards for the overall development of Coles Supermarkets. According to many researchers, the communication theory chosen by Coles Supermarkets is directly linked to the organisational performance. The selected communication model assist in monitoring the demeanour of the employees. In addition to this, a good communication process helps the organisation in making the role and responsibilities of the members clear, thereby eliminating the chance of any confusion. This way every employee understands the task to perform and carry out their duties well before time (Robbins and Judge, 2017). Hence, the overall productivity gets improved by following a communication model or theory. A good motivation is also needed by employees on a regular basis in order to carry out day-to-day work. By making use of an effective communication, the leaders can motivate their subordinates towards achieving the personal and organisational goals. Another importance of a communication theory, is that it provides a space for the gratification of social desires and emotions. In addition to this, a well-efficient communication assists in decision-making by providing relevant facts, figures, data, and information required for zeroing down on an alternative. In the context of Coles Supermarkets, business communication strategies related to training & development, employee autonomy, customer orientation, and job satisfaction proved to be very effective and important for an improved organisational performance.
There are numerous factors that affect the communication process of Coles Supermarkets. While formulating the strategies for an effective business communication, the organisation has to consider and eliminate the barriers to the communication process. The most common factor in the business organisation is the misinterpretation of the information i.e., employees assume different meanings of the same message. The basic reason behind this information is an irrelevant use of jargons or technical words. There are people who belong to different religion or diversity (Rho, 2014). Therefore, a message can be interpreted in different ways. This is the major obstacle for an effective communication process. Management should make sure that the information should be conveyed to each and every employee belonging to different cultural diversities in the same manner. This usually happens with large MNC’s with a huge culturally diverse employee base. Coles Supermarkets also employs people from different countries. Therefore it should consider this factor.
Considering the emotional differences while making the communication strategies is also vital for the organisation. Emotions and feelings of employees involved while understanding the message may change the meaning of the communication. In addition to this, the previous experience related to the communication model followed in the organisation should also be referred while planning for the future communication strategy (Bennett, 2015).This will help in evaluating the effectiveness of the future corporate communication strategy between the same receiver and sender. Another crucial factor that should be considered is the intellectual and educational difference between the sender and the receiver. If they both are at a common educational level, then there are possibilities that they hold a common perception, view, thinking, and feeling (Ball, et.al, 2014).Apart from this, Coles Supermarket should also consider differences in group-affiliation as these may influence the communication system of a business organisation. For instance, the communication between suppliers and Coles Supermarkets may get disrupted due to the hostile behaviour of each other. The last and most important factors that are crucial for promoting the business communication process is understanding the positional differences between the professionals. In case there is a positional difference between the sender and receiver, there are high chances for a communication system to fail. For example, the senior management gives a lesser importance to the suggestions or information provided by the lower position holders.
Business communication process can be defined as the way of looking at different functions operating in the organisation. Communication theories are directly associated with the business communication strategy. It is often related to the term “public relations”. In order to get the message perceived correctly, it is crucial to make use of formal and clear language rather than inserting jargons or technical terms. If Coles Supermarkets opted an inappropriate model, then this may lead to confusion and chaotic situation. The process of communication is important for improving the employees’ efficiency (Bennett, 2015). An effective communication model within an organisation, can lead to the accomplishment of organisational objectives, strategic plans, and goals. Apart from this, it also simplifies the problem-solving and decision-making process by providing useful information and data from senders to the receiver without any ado. In addition to this, the business performance is also associated with the organisation's communication strategy. Various aspects of Coles Supermarkets, such as marketing, sales, advertising, and public relations are all dependent on an effective and sound communication process (Rho, 2014).In addition to this, the process of customer interaction and supplier dealing are associated directly with the communication model employed by the organisation. In short, each and every aspect of the business, such as planning, execution, organising, controlling, staffing, etc., of a real business world, depending on the process of communication.
The overall report highlights the importance of communication theory in developing the business communication strategy. Usually, the supermarket organisations employ a linear model of communication. In some cases, this concept is very useful for the organisation while in a few cases, it can lead to inappropriate results. The limitations of the linear model are many. This model island the important people from the line of communication. This often led to the unavailability of the useful information and ideas. Moreover, the model has no space for feedbacks (Ball, et.al, 2014). Therefore, there is a little or no room for improvising the strategy. However, the model is effective too because it has no place for mishearing, misconception, and misunderstanding.In this context, the internal (for employees) and external (for customers and clients) communication model can be used. Both of them have their advantages and disadvantages in the context of Coles Supermarkets. The advantages of internal communication process are: 1) it motivates the workforce by promoting a healthy relationship among the top management and subordinates. 2) The process of internal communication can be controlled. 3) It provides an enhanced level of satisfaction to the employees. On the other hand, the limitations of internal communication are: 1) this leads to a waste of time while sharing the information with the employees. 2) Employees may argue among themselves and this leads to an increase in a number of conflicts.The advantages of external include: 1) it can change the perception of the customer and increase the sales. 2) It helps in brand building. To end on the high note, it is concluded that communication theories can help in the managerial operations, such as coordination and planning (Du, et.al, 2013). Even if an organisation is having the stable planning and efficient employees, but it cannot succeed until the strategies, policies, and the decisions are conveyed effectively to the personnel.
This write-up will focus solely on the business communication of Coles Supermarkets and aspects related to it. Coles is one of the leading supermarket chains in Australia. The report will enlist the implications for adopting a particular business communication strategy along with its effect on organisational performance. Moreover, the importance of the factors affecting the organisational communication will be compared. In the last part, the importance of the different communication theory in making organisational communication strategy will be elaborated.
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