ways of improving communication in a given situation

7.2 Business Communication – Role of Management

Learning Objective

Identify and evaluate ways of improving communication in a given business situation.

Why Communication Matters for Managers

• Facilitates coordination of activities.
• Ensures that strategic objectives are understood.
• Builds motivation and engagement among staff.
• Reduces errors and duplication of effort.

1. Purposes of Communication (Cambridge 9609 – 7.2)

Communication in business serves four explicit purposes. Each purpose directly supports a business objective.

1. Information transfer – passing facts, data and instructions. Example: a weekly sales report that provides up‑to‑date figures for senior management.
2. Coordination – aligning actions of individuals and departments to achieve common goals. Example: a production schedule that synchronises the work of the manufacturing and logistics teams.
3. Motivation – influencing attitudes, encouraging effort and reinforcing desired behaviours. Example: a recognition ceremony that celebrates top‑performing staff and boosts morale.
4. Control – monitoring performance, giving feedback and ensuring compliance with policies. Example: a quality‑control checklist that guides staff in meeting product standards.

2. Methods of Communication and Their Strengths / Weaknesses

The syllabus recognises four main methods. The table below summarises each method, gives typical examples, and lists strengths and limitations.

3. Channels of Communication

Channels describe the direction and route a message takes. The four types can be displayed in a 2 × 2 matrix for quick reference.

Typical problems associated with channels

• Distortion – message altered as it passes through layers.
• Information overload – too many messages reduce attention.
• Bottlenecks – a single person or department becomes a choke point.
• Delay – especially in one‑way or highly hierarchical routes.
• Inadequate feedback – when a channel is one‑way but feedback is required.

4. Role of Management in Facilitating Communication

5. Common Barriers to Effective Communication

1. Physical barriers – noise, distance, faulty equipment. Example: a broken conference‑room projector prevents a presentation from being seen.
2. Psychological barriers – attitudes, stress, cultural/linguistic differences. Example: an employee feels anxious about speaking up in meetings, limiting feedback.
3. Semantic barriers – jargon, ambiguous language. Example: a policy memo uses technical terms that staff interpret inconsistently.
4. Organisational barriers – hierarchical structures, information overload. Example: a multi‑layered approval process delays a critical market‑update.

6. Steps for Managers to Improve Communication in a Specific Situation

Scenario: Introducing a new product line to the sales team.

1. Analyse the audience – assess existing knowledge, attitudes, concerns and preferred learning styles.
2. Select the most suitable method(s) and channel(s)
   • Method: spoken (face‑to‑face meeting) for immediate discussion, supported by visual aids (slides, product videos) and electronic follow‑up (email).
   • Channel: two‑way, vertical (manager → sales team) for the meeting; one‑way, vertical (manager → sales team) for the post‑meeting email that provides a permanent record.
3. Craft a clear message – use simple language, define technical terms, state objectives (e.g., sales targets, key selling points).
4. Provide feedback mechanisms – Q&A session at the end of the meeting, an online questionnaire, and an open‑door policy for further queries.
5. Monitor and evaluate – check understanding through role‑play or a short quiz, review questionnaire results and adjust future communications accordingly.

7. Comparison of Common Communication Channels

8. Practical Tips for Managers

• Use the “sandwich” technique for feedback – positive, constructive, positive.
• Repeat key points and ask the audience to paraphrase.
• Adopt active listening – maintain eye contact, nod, summarise.
• Tailor communication style to individual preferences (visual, auditory, kinesthetic).
• Document decisions and circulate minutes promptly.
• Encourage informal chats and peer‑to‑peer sharing to reinforce formal messages.

Self‑Check Questions

1. What are the four syllabus‑stated purposes of communication and how does each support business objectives?
2. Identify two strengths and two weaknesses of the spoken method of communication.
3. Distinguish between one‑way and two‑way channels and give an example of each in a business context.
4. In the new‑product‑launch scenario, which channel(s) would you choose and why?
5. Explain how a manager can use feedback loops to continuously improve communication.

Key Takeaway

Effective managerial communication is a purposeful, structured process. By understanding the four purposes of communication, selecting the appropriate method and channel (considering direction, speed and feedback), overcoming barriers, and actively facilitating both formal and informal networks, managers ensure that messages are received, understood and acted upon – thereby supporting coordination, motivation, control and overall business success.