What is a Communication Audit?
We have conducted Communication audit to understand the strength and weakness of our association to run smooth business with our consumers and have best practices within ourselves. This was done so that we can come across the problems we are facing in promoting turkey as an alternative food to red meat in the country.
Communication audit process helps the organization to improve their business and relation through effective communication. It helps to find the flow in the communication with employer and employees or its business associates. It is very crucial for the business to stand in the market. Effective communication is a key factor for a business to grow (Sharp, 2017). This shows that the level of understanding and working collectively is easy in the organization and they were together working for common goals of the company. A company should have the two-way process of effective communication, i.e. speaking and listening. Good communication skills not only include being the good orator but also the good listener. They have questions and give time to subordinate to answer their curiosity or addressed their problems. This could be analyzed by a third-party or could to done internally. They understand or finds how effective the communication is within the organization to achieve the common goals of its existence and secondly how well they communicate using different technologies (Bhatt, 2011).
The purpose of this audit is to know where our systems lack regarding the communication and the channels involve it. It will give a clear picture to rectify it for the betterment of the association. People will be trained or advised to have better communication and work as a team for the promotion of the association.
We came across many flaws in our system. It came under my knowledge that when we made a decision on how we have decided to promote our turkey in our country many members had issues regarding that. The mail was sent to every member to give their suggestion as for how we can promote Turkey as an alternative to red meat and chicken and as an economical meal. We got various suggestions, and it was concluded that we would promote through radio and social media. As we have a budget constraint, we avoided promoting it on print media or digital media. Keeping samples in the store is also direct marketing way to promote it (Fischhoff, 2012).
Importance of Effective Communication in Business
During the audit it came into light that people were not aware of the plan for the promotion. They had no information regarding the suggestion asked by the association or suggestion given by the other members. They felt neglected and unheard. It directs the problem in the internal communication of the association. This is not good for the benefit of the association. It hampers the objective of the organization. We have to collectively work to make turkey Australia alternative meat food than festive food (Knight, 2012).
Secondly, Australia being a big country, it’s difficult for the association to hold a meeting very often and members participate in all meetings which are held. It creates a communication gap between the association and its member. Though we circulate the email about the meeting beforehand and ask for the suggestion to be discussed in the meetings still, we lack here and fail. Both the association and members incurred a loss as the issues or suggestions are not discussed properly or thoroughly.
As we are aware that we currently have funds and workforce shortage, the association has employed college interns for carrying out some official work. It was deduced that the lack of training has made them incompetent resulting in havoc in business regarding internal communication. They don’t send emails on time or reminders to the members or lack in keeping the records on time. This all affects the business at large. This shows a very casual approach of organization and makes business or meeting less serious (King, 2009).
The entire above stated problem affects the business at large. The corporate motto of the association seems lost as small-scale farmers are unable to communicate effectively with the association. They feel neglected and gets angry with the associations. Large farms have funds and people, so they keep pouring their ideas to promote and actively participate in all the meetings. They are all equipped with technology which keeps them an edge in the game.
We have been suggested some remedies by the consultancy to overcome our flaws and have better or effective communication within our association. It was advised that small-scale farmers should be encouraged from time to time to promote the benefits of turkey. Time should be allotted to listen to their problems or suggestion made by them. If the suggestion doesn’t come from their end, then reminders should be given to them. Everything should be emailed or mailed to them prior. Time to time they should suggest the association without any judgment or hindrance.
Challenges in Internal Communication within Organizations
Secondly, for effective communication and it’s smooth running in big organization technology plays a key role. Virtual meetings could be held from time to time. Farmers or members should discuss their routine or difficulty if they face any. Proper training about technology should be given if people are not aware of it. At least they should meet virtually every fortnight and points to be discussed should be handed to them beforehand so that they can be well prepared beforehand. Concall and video chats should be regular for effective communications. Feedbacks should be regularly taken and monitored eventually. This will reduce the distance and will be more beneficial to associations as it will save time and money and connecting members on a larger scale. The zonal head should be made who directly reports to the President. Their main roles are to connect with all the farmers and members of the association in their respective zone and discuss issues and strategies with them. All the solution and recommendations should be discussed with the head. They all should meet monthly or quarterly basis. They become the representative and are answerable to the members of their zone. It will become easy to manage such a large group and also to get a better outcome (Garicano, 2010).
Lastly, the association should provide proper training to interns to run the business smoothly. They should be trained and monitor regularly. The emails sent by them to members should be checked like the format or the language used so that it diminishes any gap if any. Internal meetings should be held, and they should be asked about their suggestion to improve the business. It should be explained to them the benefit and aim of the association so that they don’t take it casually. They should be given a certificate of training which helps them to build their careers in future. This will motivate them to do justice to their job and leave their casual approach as they are not paid for it. This way both association and interns or volunteers will benefit collectively (Krajicek, 2008).
This memo is circulated so that members can understand the importance of effective communication in our business. How it plays a key role in the promotion of our association and its weakness to hamper it. Through the audit, we came to know about the many loopholes in our system the recommendation given by them has given us the insight to improve in our communication both internally and externally to achieve success or goals (Park & Reber, 2011).
Remedial Measures to Improve Communication in Business
If we try to inculcate the recommendations given by them in our system, it will be highly commendable for our association to work in progress. None of our members will feel neglected or intimidated by bigger farmers (Massey, P., Budenz, A., Leader, A., Fisher, K., Klassen, A. and Yom-Tov, E. 2018). There would be smooth and transparent communication within the organization. This will give us a better output and suggestion. Collectively everyone will b a part of the decision making directly or indirectly. Both members and employers will benefit from effective communication. It will give them the sense of belonging and will be answerable t their roles given. This all should be monitored on a regular basis (Kahai, Huang & Jestice, 2012).
It’s been seen that any organization where there is a gap of communication or miscommunication business suffers a lot. Internal and external communication should be transparent so that everybody remains on the same page (Schoeneborn, 2010).
Turkey Farmers Association of Australia will only be benefited if the communication is clear and everybody feels the part of it. There should be no obstacle in discussing the issues with the teams or member. The association should move forward in promoting Turkey countrywide with everyone’s suggestion and recommendation which should be agreed by all (Sangsawang & Ussahawanitchakit, 2013).
We have devised a committee where members of the association will now connect easily with the President and give their valuable suggestions or recommendation as required or asked. If anyone has a query or idea for improving the process, they are free to let us know about it. We will get back in touch with you for further assistance.
References
Bhatt, R. (2011). Tips for Effective Communication Skills. Indian Journal of Applied Research, 3(1), 83-84.
Fischhoff, B. (2012). Good Decision Making Requires Good Communication. Drug Safety, 35(11), 983-993. doi: 10.2165/11636170-000000000-00000
Garicano, L. (2010). Policemen, managers, lawyers: New results on complementarities between organisation and information and communication technology. International Journal Of Industrial Organization, 28(4), 355-358. doi: 10.1016/j.ijindorg.2010.03.004
Kahai, S., Huang, R., & Jestice, R. (2012). Interaction Effect of Leadership and Communication Media on Feedback Positivity in Virtual Teams. Group & Organization Management, 37(6), 716-751. doi: 10.1177/1059601112462061
King, C. (2009). Beyond Persuasion: The Rhetoric of Negotiation in Business Communication. Journal Of Business Communication, 47(1), 69-78. doi: 10.1177/0021943609355791
Knight, M. (2012). The Role of Engagement in Teaching Business Communication. Business Communication Quarterly, 75(2), 123-124. doi: 10.1177/1080569912448306
Massey, P., Budenz, A., Leader, A., Fisher, K., Klassen, A. and Yom-Tov, E. (2018). What Drives Health Professionals to Tweet About #HPVvaccine? Identifying Strategies for Effective Communication. Preventing Chronic Disease, 15.
Park, H., & Reber, B. (2011). The Organization-Public Relationship and Crisis Communication: The Effect of the Organization-Public Relationship on Publics’ Perceptions of Crisis and Attitudes Toward the Organization. International Journal Of Strategic Communication, 5(4), 240-260. doi: 10.1080/1553118x.2011.596870
Okwechime, C. (2015). Interfacing Effective Communication, Good Governance and Sustainable Development in Nigeria. GSTF Journal on Media & Communications, 2(2).
Sangsawang, T., & Ussahawanitchakit, P. (2013). BEST MANAGERIAL ACCOUNTING INFORMATION SYSTEM AND FIRM PERFORMANCE: AN EMPIRICAL INVESTIGATION OF INFORMATION TECHNOLOGY AND COMMUNICATION BUSINESS IN THAILAND. Review Of Business Research, 13(3), 47-66. doi: 10.18374/rbr-13-3.6
Schoenborn, D. (2010). Organisation as Paradox Communication: Luhmannian Contributions to ‘Communication Constitutes Organization’ (CCO). SSRN Electronic Journal. doi: 10.2139/ssrn.1647606
Sharp, B. (2017). Marketing: theory, evidence, practice. Oxford University Press, 547.
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