examples of communication barriers
2.4 Internal and External Communication (0450 Business Studies)
Why effective communication matters
Effective communication is the backbone of every business activity. It enables:
- Co‑ordination between functions – e.g. Marketing can align promotional campaigns with Operations’ production schedules, Finance can provide accurate budgeting data, and HR can convey staffing needs.
- Timely decision‑making – managers receive the right information at the right time, allowing quick responses to market changes.
- Strong relationships with stakeholders – clear messages build trust with customers, suppliers, shareholders and the wider community.
- Accurate performance evaluation – reliable data flow lets businesses monitor targets, assess results and justify improvements (AO‑4).
Communication methods – benefits & limitations
| Method | Typical use in business | Benefit | Limitation |
|---|---|---|---|
| Face‑to‑face meeting | Team briefings, negotiations, problem‑solving sessions | Immediate feedback; non‑verbal cues aid understanding | Time‑consuming; can be disrupted by physical barriers (noise, distance) |
| Telephone / voice call | Quick queries, urgent instructions, customer service | Fast, personal tone; no need for physical presence | No visual cues; risk of mis‑hearing; dependent on network quality |
| Email / written memo | Formal instructions, record‑keeping, external correspondence | Creates a written trail; recipients can read at their own pace | Risk of mis‑interpretation; delayed response; possible overload of inboxes |
| Electronic / visual media (video‑conference, intranet, social‑media post) | Remote collaboration, marketing announcements, staff training | Fast, can reach large audiences; supports multimedia (video, graphics) | Requires reliable technology; may exclude those with low digital skills |
| Social‑media post (internal platforms such as Yammer, external channels) | Brand promotion, employee engagement, real‑time updates | Broad reach; encourages interaction and feedback | Informal tone can lead to ambiguity; privacy and reputational risks |
Mini‑case: choosing a suitable method
Prompt – A multinational company is launching a new eco‑friendly product. The marketing team must inform:
- Head office (UK) of the launch schedule,
- Regional sales teams (Europe, Asia) of promotional material, and
- External retailers about delivery dates.
Model answer (AO‑2 & AO‑4)
- Identify a suitable method – Use a video‑conference for the head‑office briefing, email with attached PDFs for the regional sales teams, and a social‑media post on the company’s B2B platform for retailers.
- Justify the choice
- Video‑conference allows real‑time Q&A and visual presentation of the product, essential for senior decision‑makers.
- Email provides a permanent record of specifications and can be accessed across time zones, reducing the risk of mis‑communication.
- Social‑media posts reach many retailers instantly and encourage quick acknowledgement of delivery dates.
- Evaluate possible drawbacks
- Video‑conference depends on stable internet – a backup telephone line is recommended.
- Email may be ignored in a crowded inbox – follow‑up reminders are needed.
- Social‑media posts can be misunderstood if the language is too technical – a plain‑English summary should accompany the post.
Types of communication barriers
- Physical – Noise, distance, poor lighting or faulty equipment.
- Psychological – Attitudes, stress, prejudice or preconceived ideas.
- Language – Use of jargon, slang, or a language the receiver does not understand.
- Cultural – Different values, norms, or communication styles.
- Organisational – Hierarchical structures, unclear reporting lines, excessive bureaucracy.
- Technological – Faulty hardware, incompatible software, limited access to tools.
Internal vs. external barriers
Internal barriers arise within the organisation (e.g., organisational hierarchy, internal IT failures).
External barriers stem from the business’s external environment (e.g., cultural differences with overseas suppliers, language gaps with foreign customers).
Examples of each barrier (business context)
| Barrier type | Description | Practical business example |
|---|---|---|
| Physical | Noise, distance or poor lighting that interferes with the transmission of a message. | Construction work outside a meeting room makes it difficult for participants to hear the speaker. |
| Psychological | Personal attitudes, stress or preconceived notions that colour interpretation. | An employee who feels undervalued may interpret neutral feedback as criticism. |
| Language | Use of technical jargon, slang, or a language the receiver does not understand. | A manager explains a new software feature using IT jargon that the sales team does not grasp. |
| Cultural | Differences in customs, values or communication styles across cultures. | A UK‑based multinational’s Asian subsidiary interprets a direct request for “quick results” as rude, whereas the headquarters sees it as normal urgency. |
| Organisational | Hierarchical structures, unclear reporting lines or excessive bureaucracy. | Information must pass through several layers of approval, causing delays and distortion. |
| Technological | Faulty equipment, incompatible software or lack of access to communication tools. | Employees in a remote office cannot join a video conference because of poor internet connectivity. |
How to overcome communication barriers (linking actions to specific barriers)
- Identify the barrier – Ask clarifying questions, observe the environment and note patterns of misunderstanding.
- Adapt the message – Use simple language and visual aids to reduce language and psychological barriers.
- Choose the most suitable channel – Match the method to the barrier (e.g., face‑to‑face for physical or psychological barriers; written email for language barriers).
- Provide training – Language courses, cultural‑awareness workshops and IT skills sessions directly target language, cultural and technological barriers.
- Streamline organisational processes – Reduce unnecessary approval layers and clarify reporting lines to eliminate organisational barriers.
- Upgrade and maintain technology – Ensure reliable hardware, compatible software and backup communication tools to remove technological and physical barriers.
- Improve the physical environment – Provide quiet meeting rooms, good lighting and ergonomic equipment to counteract physical obstacles.
Visual aid – The communication process
Exam tip: When a question asks about a barrier, you will usually need to identify the barrier, explain its impact on the business, and recommend a justified solution. This covers AO‑1 (knowledge), AO‑3 (analysis) and AO‑4 (evaluation). Use the “link action to barrier” approach to maximise marks.
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