Forms of communication
Discuss about the importance of effective organizational communication practices for the enhancement of the business value and performance.
Effective organizational communication is one of the major factors that should be considered by the contemporary business organizations. This is due to the reason that the more effective will be the communication process of the organizations, the more effective will be their business operations with having more connectivity among the key stakeholders (Spaho, 2013). However, it is also to be noted that in the recent time, there are number of instances being emerged where the communication process for the organization got succeed or failed. Thus, there number of organizations that had positive implication from their source of communication whole some others got affected by it.
Paella amor catering service is one of the major catering organizations in the Australian region and is based in Sydney. They are having expertise in providing distinctive catering service to the customers by offering more engaging kitchen service compared to the conventional service provided by their major competitors (www.paellaamor.com.au, 2018). They are also known for their effective communication strategies in communicating with their external stakeholders. On the other hand, fresh catering is another leading catering company in Australia. They specialize in offering catering service to the corporate clients and large events with offering diverse level of services to the customers (Freshcatering.com.au, 2018). They are having more large scale operation compared to Paella amor but their major challenge is ineffective source of communication.
This report will discuss about the different sources of communications being followed by both the companies along with discussing the elements of the communication process. In addition, it will also discussed in this report regarding why the certain communication source cause failure or success for the organization.
Communication is having number of forms or types that further helps the business organizations to choose one particular medium for communicating with the internal and external stakeholders. Paella initiated mainly written and interpersonal type or form of communication in order to communicate with the external stakeholders, while fresh catering initiates only written form of communication (Vladutescu, 2014). Thus, it can be concluded that basis communication strategies for both the organizations are same but fresh catering is having less extensive strategy compared to Paella catering service.
It is identified that initiation of the written type of communication helped both the organizations to communicate their mission statements to the potential set of customers effectively. This is due to the reason that written communication is the most effective form of communication for the business organizations and it helps in transmitting the right subject to right set of audience (Christensen & Cornelissen, 2013). On the other hand, initiation of the interpersonal type of communication further helps the organization to have more personalized set of communication with the target audience.
Communication examples
Communication can either be good and effective or it will be ineffective and poor. One of the major characteristics of effective communication process is covering all the associated stakeholders. This is important due to the reason that if the all the associated stakeholders cannot get involved in the communication process, then the core objective of the communication cannot be fulfilled and the subject content will not get transmitted to all the involved stakeholders. Another major element for the effective process of communication is proper source of communication that can transmit the subject matter without having much noise. This is due to the reason that the more will be the noise in the communication process, the more will be the chance of dilution of the subject in the process and less will be the clarity.
Communication process can be termed as ineffective when it gets failed to convey the right message to the right audience. In addition, the communication process will also be termed as ineffective if the wrong source of medium is selected to convey the message (Husain, 2013). Poor or ineffective communication will lead to the transmission of wrong message to the wrong set of audience that will lead to the wrong perception of the subject. On the other hand, initiation of the ineffective communication may also convey partial message to the audience, which will also limit their effectiveness and efficiency.
According to the information gathered, Paella catering service initiates the written communication form with the help of the social media marketing. It is identified that Paella catering service initiated the social media marketing in order to have effective form of written communication. This is due to the reason that initiation of the social media marketing helps Paella catering service to communicate with the potential external stakeholders in more personalized manner (Mergel, 2013). In addition initiation of the social media marketing also helps them to effectively measure the performance of their communication strategy. This is made possible due to the fact that in the case of the social media marketing, direct connection between the customers and the organizations can be implemented. Moreover, the feedback and opinion from the side of the potential customers also helped them to identify the gaps in their current communication strategy and rectifying and modifying accordingly. As discussed earlier, Paella catering service also promoted interpersonal form of communication (Berger, 2014). Thus, with the help of the social media marketing, interpersonal type of communication also get enhanced. This is due to the reason that social media provides the opportunities for the organizations to promote face to face interactions virtually.
Communication strategy for Paella catering service
Though the basic communication strategy for both the organizations is same, but fresh catering service is having less extensive pattern of social media marketing. It is being identified that fresh catering service is also having strategies related to the social media marketing. However, the approach of the social media marketing for Fresh catering service is more one way pattern compared to the two ways communication approach of Paella catering service. Thus, the opportunity of gaining the feedback from the target audience is less for them (Mascle, 2013). Moreover, it is also identified that they promotes the use of written communication sources such as issuing brochures to the external stakeholders. However, the market exposure of brochures is much limited compared to the latest communication mode of Paella catering service. This is one of the major causes for the ineffective communication process for Fresh catering service. In addition, this can also be considered as one of the major causes for not working out of the communication strategy.
Thus, the same written mode of communication using the social media marketing is having positive impacts on the Paella catering service and negative impact on the fresh catering service. For the cotemporary business organizations, favorable market exposure is important in order to reach out to maximum number of potential customers (Ashley & Tuten, 2015). In this case, communication strategy should be effective enough in order to convey the right message to the right set of potential customers. Paella catering service is able to leverage from their effective communication strategies by involving the external stakeholders also in the process. This is due to the fact that in the above section, it is discussed that Paella catering service promotes two way communication approaches through their social media marketing. Thus, the external stakeholders for them are also being involved in the communication process. The offerings of Paella catering service are promoted effectively to the customers and they can be modified in accordance to the feedback gained from the customers. Thus, business operation for Paella catering service is becoming more enhanced with the help of their effective communication strategy.
On the other hand, the business of fresh catering service is having negative implications from the ineffective communication strategy. This is due to the reason that in the earlier section, it is discussed that fresh catering service promotes one way communication mode through their social media marketing activities. However, the main challenge that they are facing is not able to determining the market trend and pattern due to the lack of option of gaining the customer feedback (Luo & Zhang, 2013). Thus, there are number of instances where the offerings of fresh catering service are not getting matched with the current market trend and requirement. Thus, the market opportunity for fresh catering service is getting damaged due to the non fulfillment of the customer requirements and expectations.
Conclusion
Thus, it can be concluded that both fresh catering service and Paella catering service are having same communication strategy but with different implications. This is due to the reason that the approach of the social media marketing mode of communication for both the organizations is different. In this report, it is discussed that the communication strategy of fresh catering service is not much effective and thus they cannot able to determine the market trend and requirement with their communication model. On the other hand, Paella catering service is being able to leverage their communication strategy in determining and identifying the needs and requirements of the customers. Thus, their business is getting enhanced. This report helped to understand the importance of having effective communication strategies in the business organizations and how these affect the business performances.
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586-607.
Christensen, L. T., & Cornelissen, J. (2013). Bridging corporate and organizational communication: Review, development and a look to the future. In Organisationskommunikation und Public Relations (pp. 43-72). Springer VS, Wiesbaden.
Freshcatering.com.au. (2018). Fresh Catering. Retrieved from https://www.freshcatering.com.au/
Husain, Z. (2013). Effective communication brings successful organizational change. The Business & Management Review, 3(2), 43.
Luo, X., & Zhang, J. (2013). How do consumer buzz and traffic in social media marketing predict the value of the firm?. Journal of Management Information Systems, 30(2), 213-238.
Mascle, D. D. (2013). Writing self-efficacy and written communication skills. Business Communication Quarterly, 76(2), 216-225.
Mergel, I. (2013). Designing a social media strategy to fulfill your agency’s mission. Public Manager, 42(1), 26.
Vl?du?escu, ?. (2014). Convictive Communication and Persuasive Communication. International Letters of Social and Humanistic Sciences, 15(2), 164-170.
www.paellaamor.com.au. (2018). Paella Catering Sydney | Paella amor | Sydney Paella Caterers. Retrieved from https://www.paellaamor.com.au/paella-catering
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