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Managing Communication System

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Analysis of the Factors which has Impact on the Workplace Managing  Communication.




Every organization focuses on establishment of effective communication system in order to ensure knowledge and information are shared by the appropriately to the right people at right time. Various factors are significantly associated with the communication procedure in an organization (Rai and Rai, 2008). It is essential to manage these factors effectively in order to achieve excellence in terms of business communication as well as operations.

Values and Cultural Factors

Values of a person are associated with the core belief. Values refer to the belief and perception which influences the decision of the person. Again, culture is comprised of certain set values as well as behaviors practices in a specific community, group or society. Hence, culture can be referred to the learnt and shared set of beliefs, values, tradition, behavior, dresses, language, lifestyle and practices for a particular group of people. Culture has extensive influence on the communication style. In the business organizations, sharing of information and communication system, their interpretation is strongly influenced by the cultural background of the workforce (Moll, 2012). Values and culture are considered to be the basis of development of perception, interpretation and decision making. Hence, it can be stated that communication plays a significant role in shaping the communication system (Rai and Rai, 2008).


Language is considered to be an integral aspect of the culture. Language helps in reflecting the culture and vice-versa. The structure and connotation of the words of a language along with the conventional approaches help in influencing the business communication. It is evident that language is an important aspect in the inert cultural communication in work place. Tesco Plc has focused on adoption of anti-discrimination policy. Tesco has diverse workforce and in the communication system of Tesco, language is found to be a major factor. It has been found that the language barrier may have a negative impact on the communication style and hinder the communicator from achievement of communication objective. Additionally, it may lead to the misunderstanding among the individuals within the organization (Moll, 2012). Hence, people must be aware of the cultural background or language of the receiver of the information. Cultural sharing and respecting other culture can help in declining the communication barrier (Schullery, 2013).



Customs is an important part of culture and different gestures, body language and other non-verbal communication may have different implication for different communities. Cross cultural difference may lead to barrier to communication. For example, a gesture of V sign with the aid of two fingers may seem to be offensive to an Irish person while it implies victory sign to a Belgian person (Bovée and Thill, 2000).

Use of Technology

Technology has significant influence on communication within an organization. Advancement of technology has extensively changed the mode and way of communication. Rapid improvement of communication technology has facilitated globalization and it has both advantages and disadvantages. It is evident that emergence of advanced communication technology has contributed in overcoming the physical barriers of communication (Rai and Rai, 2008). Digitalization has enhanced the pace of transferring message from one place to another with high level of accuracy (Eaton, 2003). In the age of modern technology, various business organizations are focusing in exploring the rest of the world for integrating its business activities outside of the nation. Technology has become indispensable for the management of the organizations for communicating effectively within the workplace. Presently, the successful business firms needs assistance of voice calls, text messages, e-mails, video-conference and other web networking sites in order to communicate with different users of organizational information located in different places. For example, Tesco uses huge range of advanced communication technology in order to enhance the efficiency of communication within the organization. Tesco has implemented electronic data interchange (EDI) system for collaborating between the retailers and supplier. Radio frequency identification (RFID) is used for getting information reading the inventories and improving the security of the retail store.

Benefits of Technology

The major advantages of technology include the following:

Speed and Efficiency

It is evident that emergence of new communication technologies have contributed in the quick transmission of messages across the globe. Additionally, it takes only few seconds to get the feedback from the receiver. In Tesco, use of advanced technology has significantly has helped in enhancing the operational efficiency through overriding the physical barrier encountered in case of communication. It ensures prompt transfer of message efficiently to the desired destination (Bovée and Thill, 2000).

Cost Efficiency

Use of advanced technology has decreased the cost of efficient communication. The cost - benefit analysis of implementation of advanced technology in Tesco has demonstrated that it has helped in achieving operational efficiency and positively influenced the financial performance of the company (Eaton, 2003).

Provision for Additional Information/ Attachments

Technology has helped in attaching additional information such as audio clips, video messages, and PowerPoint presentation. It will be helpful in reinforcing as well as supporting the oral presentation.

Reinforcement of Written Communication

Use of technology such as e-mail, text messages etc has helped in reinforcing the written communication and improves the quality of this form of communication (Chelariu and Osmonbekov, 2014).


Disadvantages of Technology

Inappropriate use of Communication Technology

There is a risk of misusing technology which may lead to creation of communication barrier. It has been found that selection of an unsuitable media will lead to distortion of the core information of the message. Additionally, it has been found that the overuse of e-mail may lead to information overload. Tesco is the largest retail chain of United Kingdom and it has to maintain a multinational network (Bovée and Thill, 2000). Hence, the risk of overuse of technology may give rise to information overload followed by misinterpretation of information.

Overreliance on technology

Extensive dependence on technology will enhance the chance of mismanagement. It has been found that the overreliance on technology is associated with unnecessary cost and reduces the effectiveness (Eaton, 2003).


Use of technology in an organization increase risk associated with privacy. Hacking and access to unauthorized information lead to major issues for the organization by enhancing the scope of fraudulent activities (Chelariu and Osmonbekov, 2014).

Policies and Procedure

Policy indicates that the set of rules and principles for guiding the activities of the organization. Policy is considered to be the basic principles on which the company designs in operations and makes decision. Procedure can be referred to the systematic step by step sequence of different actions or course of actions indicating the start as well as end point with a specific order in order to ensure the task is accurately performed (Guffey and Loewy, 2010).

It is evident that the organizational policy and the procedure have significant impact on the management of organizational communication. Tesco is the largest retail chain of United Kingdom. Being a multinational retail chain, Tesco has to maintain broad range of communication network. Tesco has developed communication policy and procedure for ensuring effective communication within the organization. Organizational policy helps in suggesting the communication principle and methods (Hartley and Bruckmann, 2002). It must be noted that the communication policy and procedure changes along with location of the branch. The major success of the communication procedure of Tesco is reliant upon the promotion of employee engagement (Nelson, 2012). In Tesco, a five minute session for face to face communication is held for each employee every week. Thus, the employees can share most relevant and important information related to his role (Our Tesco, 2015). The communication policy of Tesco has focused on enhancing the internal communication and it is producing as well as circulating a monthly publishing to all the employees in Tesco. The operational activities of Tesco are significantly influenced by the communication process and it is found that the company has achieved operational excellence through establishment of two way effective communication systems.



Bovée, C. and Thill, J. (2000). Business communication today. Upper Saddle River, N.J.: Prentice Hall.

Chelariu, C. and Osmonbekov, T. (2014). Communication technology in international business-to-business relationships. Jnl of Bus & Indus Marketing, 29(1), pp.24-33.

Eaton, A. (2003). Technology-supported Pedagogy in Business, Technical, and Professional Communication. Business Communication Quarterly, 66(3), pp.113-117.

Guffey, M. and Loewy, D. (2010). Essentials of business communication. Mason, OH: South-Western/Cengage Learning.

Hartley, P. and Bruckmann, C. (2002). Business communication. London: Routledge.

Moll, M. (2012). The quintessence of intercultural business communication. Berlin: Springer.

Nelson, J. (2012). Employee engagement at Tesco: optimising two-way communication - Personnel Today. [online] Personnel Today. Available at.

Our Tesco, (2015). How We Communicate Together - Our Tesco. [online] Available at:

Rai, U. and Rai, S. (2008). Business communication. Mumbai [India]: Himalaya Pub. House.

Schullery, N. (2013). Workplace Engagement and Generational Differences in Values. Business Communication Quarterly, 76(2), pp.252-265.

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