, Research Paper
??????????? I have been assigned to solve a firm?s communication
crisis after the purchase of a new production site 50 miles from London. The
company employs 120 people. This has led to split between the staff and
workers. The two diagrams show how the business will configure its
communication before and after the change.Network
chart before change: Administration Director Human Resources Director Production Director Marketing Director Finance Director Managing Directors Board of Directors ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? ??????????? Network chart after change: Human Resources Director These diagrams show the differences before and after
the company has split and moved away to different locations. The diagrams show
the hierarchy level of how the directors stand against each other and also the
span of control. Each director will not have easy access to another director
due to the distance of each site.Good
Communication is extremely important in any business, without it there is not
much point. Having good communication between the managers, directors, workers
and others is necessary so that goals can be achieved and that everyone will
have good understanding between each other. ?Communication ? social intercourse, the
science and practice of transmitting information.? ??????????????????????????????????????????????????????????????????????????
Oxford Concise Dictionary ?Communication ? messages passed between
a sender and a receiver through a medium such as a letter or a fax.? ??????????????????????????????????????????????????????????????????????????
GCSE Business Studies SE ?Communication is the process of sharing
ideas, information, and messages with others in a particular time and place.
Communication includes writing and talking, as well ass non-verbal
communication (such as facial expressions, body language, or gestures), visual
communication (the use of images or pictures such as painting, photography, video
or film) and electronic communication (telephone calls, electronic mail, cable
television, or satellite broadcasts). Communication is a vital part of personal
life and is also important in business, education, and any other situation
where people encounter each other.? Encarta OnLine ?Communication
takes place when one mind acts upon its environment that another mind is
influenced, and in that other mind an experience occurs which is like the
experience in the first mind, and is caused in part by that experience.? Britannica OnLine ?Communication ?
If there is no communication in the business, there is not much point of
running it.? ??????????????????????????????????????????????????????????????????????????
Elizabeth Tonogbanua All businesses have objectives and targets which all must be fulfilled.
The main goals of businesses include pleasing customers and obviously gaining
money. These can only be done with support from every member of staff and help
from suppliers and allies. With poor conditions of interaction in a business, nothing will be
achieved. For example, if an order placed through requested a certain amount of
an item and the order came through with less than required, then you?ll have a
weary customer. This would damage the business? reputation and trust from the
customer. With perfect or adequate communication between staff, problems like
these are certain not to happen. There are several ways how people and businesses interact with each
other. Here are a few of these methods. Talking to people is the
easiest way to interact with one another. This can be done by verbal
communication face-to-face. During meetings and gatherings people express
themselves with their body language and tone of verbal language. This way
everyone can understand what exactly is going on because it is immediate and
straightforward. Most messages and notes are placed on paper. Sometimes whenever someone is unavailable, a written message
is left for him or her. Telephone messages are recorded on paper then passed on
to the recipient. Most long messages are sent electronically
via e-mail or fax. Sometimes documents can be attached to e-mail with a message
or vice-versa. Its not just e-mail that is involved in electronic
communication, it also involves faxes and telephones. Messages can be passed on
verbally via telephones or intercom. Some computers are programmed through a
network with instant messengers. You can have a written conversation using
these. You also have a choice of talking within a group (conference) or
privately (PMs). Each method is used in a relative way compared to what the task is,
whether it is internal or external. Internal Communication includes verbal
communication, e-mail, memos, intercom via telephones, computer network,
notices and messages, and also through meetings. External communication
includes fax, telephone, mobile, pager, video conferencing, the Internet,
e-mail, and through a computer network.??????????? We
call communication that takes place indoors internal communication. This involves verbal interaction, e-mail,
written memos, intercom or telephone, through a network, notices, and obviously
at meetings. ??????????? When conversations between staff occur during
meetings or small gatherings in different areas, we call this verbal communication. One advantage of
talking is because it is immediate and straightforward. One disadvantage of
this is that there is no record kept of the conversation. E-mail can be classified as
internal as well as external because mail can be sent anywhere as long as it is
to a specified address of another staff member, for example, too far to reach
within the building. Once e-mail has been sent, it should be received straight
away. This is a convenient way of sending long messages or documents. One bad
disadvantage of using e-mail is that you can receive viruses and maybe send
them accidentally. This would give the firm a bad reputation. Another problem
is that you need a computer or a device that is able to send and receive
e-mail; this might lead to a large amount of money being spent on machines. Written memos and notices are mainly short messages or notes on paper. Whenever
someone is unavailable then the message is written on paper. These aren?t as
reliable because you?ll never know when the recipient will come back. Telephones are the easiest way of
communicating within a building. Calls can be transferred from one department
to another via intercom to provide
help and service, as long there is a phone around. Through a network you can access your work from any computer on the network.
To keep your work private and safe passwords are necessary. Some computers are
programmed with instant messengers where you can chat to each other using
these. One disadvantage of having a network is that thousands of pounds will
have to be invested for buying computers. The other great danger of using a
network is that data put into the network may not be safe. There may be a lack
of security in the system. If another party get hold of someone?s data, the
Data Protection Act would be violated. Meetings take place when necessary,
normally when scheduled. These are conferences between the top of the
hierarchy. When the company communicates with another
party other than the firm, we call this external
communication. This involves fax, telephone, mobile phone or pager, video
conferencing, e-mail, through a network, and also the Internet. Fax is a way of sending forms
and documents all over the world via telephone lines. Documents come in clear
but can sometimes take their time. Fax can authorise documents with a
signature. The sender and receiver must both have fax machines. Fax machines
are relatively cheap, as there are different ways of communication emerging.
Fax machines are quite expensive depending on quality. To have one machine in
each department would be a heavy cost. Mobile phones are the latest trends in technology
with nearly every businessman having one. Verbal interaction can be received
and sent whenever as long as there is network coverage. People can also
communicate by sending each other text messages (SMS). Telephones are used everywhere and still is the most used method of
reaching someone far. Pagers can
only receive messages. These are very efficient when a supervisor is
unavailable because you can chat or text them whenever necessary. ??????????? Video
conferencing is a good way of dealing with a meeting where members are
unable to attend. By the aid of cable connections members can speak and hear
clearly with each other. One great disadvantage to this is the cost of holding
a meeting on-line, but it is cheaper than travelling from different locations.
One issue concerning video conferencing involves the use of VDU equipment. This
equipment must be operated and positioned at the correct expense. There must be
breaks in between usage. The 1993 General Application Regulations require
employers to carry a risk assessment of the VDU workstation. For those who use
video conferencing frequently should have eye tests provided by the company.
This issue is taken from the Health and Safety Act. The Internet is an interactive network
provides a range and variety of web sites, including email. You can use video
conferencing through the Internet provided you have the right hardware and
software. There are already programs such as NetMeeting, which allow you to do
so. The Internet is also available on WAP
(wireless application protocol) phones this allows mobile phone users to
connect to the Internet via their mobile phone. Information can be given and
received via e-mail and from web sites. You can interact using instant
messengers or through a variety of chat rooms. One disadvantage of the Internet
is that hackers could make their way through the firm?s database without
authorisation. This would evade the Data Protection Act. Documents and graphics can be sent through e-mail. They are then received straight
away after sending. If you are through a network
you can access your work and e-mail anywhere on a computer, which is part of
that network. One disadvantage of using e-mail is that if the server brakes
down you will not be able to send or receive your mail. ??????????? The
Data Protection Act controls the way information is passed on computers. The
Act refers to data users (the person who stores data) and data subjects (anyone
who has information stored by the data user). This Act created Data Registrars
(who makes sure that the Act is enforced) and a Data Protection Tribunal (where
people may appeal against the Registrar?s Decision). ??????????? Nobody
is allowed to store and use personal data unless the Data Registrar has granted
them permission. Those who wish to apply must state what data they are storing
and what it will be used for; after the application has been accepted it can
now be placed in a Data Register where everyone can see. There are some
exceptions for other data such as payroll for ?national security? purposes. ??????????? These
are the main guiding principles: ·
Data
must be obtained fairly and l
Data
must only be held, disclosed or used in the way it has been registered. ·
All
data must be accurate. ·
People
must be able to have their own information disclosed if they request. If data
can be proved wrong, it must be deleted or changed. ·
Data
users must protect and keep all data they hold. These are some of the
exemptions from the Act: ·
Doctors,
police and tax authorities, who do not have to show data subjects they hold,
are exempt from the restrictions on closure. ·
Data
can be withheld for ?national security? purposes. ·
People
do not have to register as data users if data is only to be used for
recreational or personal use. ·
Companies
do not have to register if data is used for routine purposes. After the Data Protection Act was issued in
1984, it has changed the way data is stored and passed on today. The Act has
its strengths and limitations as well as any other Act. ??????????? Two
advantages of this Act is that it sets a limit to the operation of people who
use data and also it gives a number of rights to data subjects. ??????????? The
disadvantages of using the Act are: the Act only deals with computer data and
not paper files; it is difficult for people to find out who is storing data
about the,; data subjects cannot complain about uses or disclosures of data if
the data user is registered for that use; data subjects can only complain if
about the inaccuracy of the data if they have ?suffered damage? from it; and
also data can only be held for ?national security? purposes so that people
cannot gain any access to it. ??????????? To gain some knowledge about communication
methods I spent two weeks at WHSmith. I produced questionnaires for various
members of staff. I chose to use questionnaire rather than survey or observation
because I think that the others aren?t as reliable as a questionnaire. By using
questionnaire, I can have direct contact with the member of staff. If I used a
postal questionnaire or survey I wouldn?t be able to gather different views or
any expressions. Not a lot of people respond to postal questionnaires. More
people would take part in interviews or even telephone interviews. I had direct
contact with the respondent so I was able to correct them and also tell them
how to answer the question. I was also able to collect the right information
needed. Questionnaire involves the member of staff?s own opinion. Other
opinions can be collated to gather a good review of the firm?s methods. My opinion was that the company would use
e-mail and telephone calls for quick and easy access between the directors and
staff. The company would be able to use telephones
to keep in-touch with their customers and also other firms. Telephones are very
common and quite cheap with calls from 1p a minute. Telephones are the easiest
form of communication to use. Each phone has a different identity number
(telephone number). Communication can be received just seconds after a number
being dialled. Telephones are very reliable and efficient because calls are
made manually. ?E-mails could be used to dispatch frequent orders to staff as well
as their partner companies. The e-mail service could also be used as a
newsletter to their customers. E-mails can also be received seconds after being
sent. Most e-mail networks have user names and passwords so that the
information sent to you is private and classified. To send e-mails, all you
have to do is write the e-mail address, and include the text, diagram,
application, etc. and then send. It is that easy to use e-mail. E-mail is quite
reliable but there are some cases when servers break down where the e-mail
cannot be sent, and therefore cannot be received. Another problem is manual
error when typing email addresses. From the questionnaire I took to WHSmith, I
have realised that the method they use suits the business perfectly. They use
telephones to reach customers and other branches to enquire about certain
products. They also use fax machines to dispatch orders directly from
suppliers. There is an intercom linked through all the phone lines. This is
very effective as the managers and supervisors carry mobile phones, which are
connected to the intercom. There is a phone in each department meaning that
there will always be someone to answer your call. On average the High St
Kensington branch spends £130,000 per year. They are considering starting up an
e-mail service for their customers after the launch of their web site,
www.whsmith.co.uk.???????? The
graph shows how much a branch from WHSmith, Virgin, Arnold & Porter, and J
Sainsbury would spend on average per year. All the research has contributed to my opinion of communication they
should choose. I recommend that they should use intercom within the two sites
for instant communication. They could have similar communication compared to WHSmith
with the supervisors with mobile phones connected to the intercom and also a
telephone in each department of the site. The intercom is only used internally.
In the computer network, they could have a programmed instant messenger to send
messages throughout the network. This will be active in only one site. Because
all directors are indoors, it is obvious that they can have verbal
conversations. When a member of staff is unavailable, they can leave written
memos or short messages. The two sites can contact each other by telephone where they can have
conversations directly to each other. They can also use e-mail as it can be
sent and received instantly. The two sites can have meetings by using video
conferencing. In order to contact other businesses they could use telephone to have a
verbal conversation or fax machine to send and receive everything on paper.
This can also be done using e-mail. By using e-mail, it is possible to send and
receive reports and orders. Application forms can be sent and received via fax
or e-mail. Depending on how often they communicate with others I would estimate
that the average cost per year would be in the range of £110,000 to £155,000. I
think it would be necessary for the employee to be trained how to use e-mail
and Internet connections. It would also be necessary to teach the employee how
to use instant messengers on the computer network. The facts show that telephone is the most popular, easiest and
user-friendly compared to any other method. By using telephone, they can also
create an intercom within the premises. One disadvantage to using intercom is
that it can only be used internally. To solve this problem, senior workers
should have mobile phones provided by the company. Other members of staff
should be provided with pagers or even mobile phones. By using mobile
equipment, intercom wouldn?t just have to be internally but also externally.
One downside of this strategy is the cost of supplying every worker with mobile
equipment. For those who are stable throughout their working day, if the
network were provided with an instant messenger, not all workers would need
mobile phones or pagers. I chose to use e-mail rather than fax because it is more reliable,
efficient and trendy. Both use telephone lines and both cost money. They both
have different strengths and limitations from each other. E-mail can be sent
and received over the Internet and WAP enabled phones. There are no stamps or
envelopes needed and it?s all free. One great advantage of using e-mail is that
it can be sent and received wherever, whenever. Once sent, it will be received
straight away. One bad effect of using e-mail is that depending on the size of
the e-mail. The download time of the mail will depend on how large the mail is
or the speed of the connection. Through e-mails you can send documents,
graphics, programs, music, etc. E-mails are popular towards businesses because
they are used for newsletters in a way of being loyal to customers as well as
advertising. To use e-mail all you need is the Internet, WAP enabled phone or
even an e-mail phone. One bad disadvantage of using e-mail is that if the
server breaks down, no e-mail will be able to be sent or received. To use fax, you must have a fax machine. These are quite expensive but
they all differ in price and quality. Fax machines also require ink. These
machines also send documents all over the world as long as there is a fax
machine. It does take time to scan the document as well as sending it. Sending
fax may sometimes be unreliable because of manual error. Digits maybe
miss-typed. This may happen in e-mail where the e-mail address maybe
miss-typed. Fax is normally used for business use rather than personal or
commercial use. When meetings are held between the two sites, I insist that they use
video conferencing. It takes place over telephone lines. Each must be supplied
with a television and also a camera for video conferencing to be possible. I
don?t think there is any other suitable alternative to video conferencing at
this moment. My decision is that the company should use telephone, e-mail and video
conferencing. I believe that my suggestions should satisfy the firm excellently. I
don?t see a problem growing from any of the two sites. I think that my
suggestions have solved the problem over the two sites. They can communicate
effectively between each other by using telephones to interact verbally, to use
e-mails to keep up-to-date with each other or to send and receive forms or
reports and to use video conferencing when holding meetings to prevent travel
costs. Within the sites they have telephones connected on the intercom so they
can all keep in touch. They will also have the instant messengers installed on
the computers. When communicating with other businesses or customers they would
still be using telephone, fax and e-mail. They would call and receive calls
through telephone from customers to have a brief word. They would use fax
machine to dispatch application forms and other documents and also receive
them, these can also be done using e-mail. E-mail is more efficient because
there is no limit of how much you can send and also that once sent; it will be
received straight away. After two weeks of observation at WHSmith, I have learned that there
are various methods of communication depending whom the correspondent is. This
has played a part on my recommendations. I have found out that most orders are
placed through fax rather than telephone because of costs. There are several
departments at WHSmith and they use intercom, so this has influenced me to use
an intercom to link all the departments via telephone. I would also recommend
that the senior members who are frequently outside the premises should carry
around a mobile phone to keep in touch. The Internet has played a major part in
businesses lately with many of them having their own web site and their own
e-mail address. This has persuaded me to include e-mail as one of my
suggestions in communicating internally as well as externally. These Internet
connections can even hold meetings on-line by using web-cams. This is a way of
video conferencing. I decided not to select postage as part of communication as
it can take up and waste a lot of time. Costs are quite expensive compared to
free e-mail because all you pay is the phone bill, the postage costs also
depends on what you are sending and where you are sending it to. I had to
reconsider selecting e-mail as part of my recommendations because sending and
receiving documents over the Internet are risky. Personal information or secret
information could be stored on the e-mail, and with hackers and viruses
floating on-line which could evade the Data Protection Act. This is one of the
disadvantages I had to face. I decided that the senior members should bring a
mobile phone with them rather than a pager because by using a mobile phone you
can interact verbally whereas using a pager, all you would receive is text. I
had to choose the suitable methods of communication that would be most
convenient to the customer.