Internal and External Communication

What is communication?

• Communication is a process where a message is transferred from the sender to the receiver, who acknowledges the message with feedback if required.
• There are two types of communication in a business:

1. Internal: occurring within the organization between different members. E.g., communicating between departments, notices and circulars to the staff, or signboards and posters posted inside the factories and offices.

2. External: occurring between the organization and other organizations or employees. E.g. advertisement of products, ordering goods from suppliers, conferences, etc.

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For the communication to be effective, it needs:

• Sender/transmitter of the message

• The right medium of communication e.g. email, text message, noticeboard etc.

• Receiver/recipient of the message

• Feedback/response of the message to ensure the message has been received, understood, & acknowledged.

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In an organization, communication is happening on many levels:

• One- way communication: messages that don’t demand feedback. E.g., warning signs on the notice board saying, “no smoking” or an instruction saying, “do not enter.”

• Two-way communication: messages that need a response or feedback from the receiver. E.g., an email sent by an employee to the manager asking his permission to grant leave for some days.

• Downward communication: messages transferring from the upper-level management (managers) to the lower level (subordinates) of an organizational structure.

• Upward communication: messages being transferred from bottom (subordinates) to the top (managers) of an organizational structure.

• Horizontal communication: happening between workers on the same level of the organizational structure.

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Communication Methods

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• Verbal Methods: type of oral communication, message conveyed through spoken words.

  E.g., telephone conversation, in-person conversations, video conferencing, meetings, etc.

  Advantages of Verbal communication:

• Fast and efficient.

• Immediate feedback received.

Communication made impactful through tone and body language.

Disadvantages of Verbal Communication

• Time-consuming.
• No guarantee if the audience is listening or understands the message.
• No record of the message.

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• Written Method of communication: Example**;** letters, memos, emails, notices etc.

Advantages of Written method of communication:

• Record of the message sent.

• More detailed.

• Can be sent to multiple people at once.

• Email is much quicker form of communication.

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Disadvantages of Written Method of Communication

• Uncertainty of whether the message has been received and understood.
• Can have language barrier.
• Long messages may make it difficult for the reader to understand and stay focused.

Messages cannot be reinforced through expressions and body language

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• Visual Method of Communication: Usage of visual elements such as charts, diagrams and presentations etc.

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Advantage of Visual Method of Communication:

• Attractive way of communicating.

• Written material can be supported through charts and diagrams.

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Disadvantages of Visual Method of Communication:

• No feedback.
• The audience may not understand the message through visual aid.

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Factors that affect the choice of an appropriate communication method

• Speed: if the message is important and the receiver needs to get the information swiftly, then a call or text message would be feasible. If speed isn’t important, then email would suffice.
• Cost: If the firm wishes to cut down on costs, then it may go for letters or f2f meetings to convey information. Otherwise, calls, presentations, or posters could be used.
• Message details: if the message is detailed, then written or visual methods would be chosen.
• Leadership style: a democratic leader would use 2-way communication methods such as verbal forms while an autocratic would go for one-way communication methods like notices or announcements.
• The recipient: Depending upon the number of receivers the right medium shall be chosen. If there is only one employee that needs to be communicated, then a personal f2f call will be appropriate. Whilst, if the whole staff is to be sent a message, email or notices shall be used.
• Importance of a written record: If message requires written evidence like a legal document, then written methods would be apt.
• Importance of feedback: if feedback is necessary, then a direct verbal or written form shall be most appropriate.

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