MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

INTRODUCTION:
Managing Communication, Knowledge and Information is to provide the fundamentals of
the ongoing activities that are undertaken by a company in order to ensure a strong public
image. Managing communications knowledge and information activities include helping the
public to understand the company and its products and can be conducted via the media e.g.
newspapers, television, magazines, etc. It also recognises the fact that communication does
not take place in organisations effectively. This implies that both information and knowledge
is inefficient in the decision-making process. Managers are required to focus on
communication processes as well as improving their communications skills.
SinhCafe Travel is one of Vietnams leading travel and tour companies with the good
reputation and specialization in the many fields of tourism. SinhCafe Travel is currently
planning to enhance its computerized information systems for market development and
customer relationship management. Employed for the company as a Customer Development
Manager, I am required to evaluate the information, knowledge and decisions which are vital
for success of the business and creating awareness and interest on the company products to
report to the Director of the department.

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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

Evaluate existing communication processes in the existing and new regional offices
(Da Nang & HCMC)
Communication is the process of sharing the ideas, thoughts, and feelings with other people
and having those ideas, thoughts, and feelings understood by the people we are talking
with.When we communicate we speak, listen, and observe.
The way we communicate is a learned style. For examples, as children we learn from
watching our parents and other adults communicate. As an adult we can learn to improve the
way we communicate by observing others who communicate effectively, learning new skills,
and practicing those skills.
An organization like that, SinhCafe Travel needs to develop their communication process and
improve gradually to be better with the existing. With the objective of the company to enlarge
the market and increase the market share as well as create more new choices for adventurous
travelers to explore Vietnam, new offices in Da Nang and Ho Chi Minh City are established
and developing the communication process between headquarter and those offices are really
necessary and important for SinhCafe Travel.
The ability to effectively communicate at work, home, and in life is probably one of the most
important sets of skills a person needs. It is also not easy, and we all have probably had
experiences where our communication failed or ran into a barrier. So, if we can understand
the communication process better and improve it, we will become a more effective and
successful communicator. SinhCafe Travel recognizes that the communication between them
and stakeholders as well as internal company but among different offices should be improved
and continuously renews, so that, the business process of the company will operate smoothly
and strongly.

Figure: Communication process

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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

The headquarter of SinhCafe Travel in Ha Noi is developed a main communication process

and is communicated to regional offices by some ways such as in talking, in speaking, in
writing, using technical tools (computer is connected to internet, fax, scan, telephone, or more
modern devices).
The communicator or sender in headquarter to offices or contrast is the person who is sending
the message. There are two factors that will determine how effective the communicator will
be. The first factor is the communicators attitude. It must be positive. The second factor is
the communicators selection of meaningful symbols, or selecting the right symbols
depending on the audience and the right environment.
The receiver is simply the person receiving the message, making sense of it, or understanding
and translating it into meaning. For instant, now think about this for a moment: the receiver is
also a communicator. How can that be? (When receiver responds, he or she is then the
communicator.) Communication is only successful when the reaction of the receiver is that
which the communicator intended. Effective communication takes place with shared meaning
and understanding.
Feedback is that reaction SinhCafe Travels headquarter just mentioned. It can be a verbal or
nonverbal reaction or response. It can be external feedback or internal feedback, like selfexamination. Its the feedback that allows the communicator to adjust his/her message and be
more effective.Without feedback, there would be no way of knowing if meaning had been
shared or if understanding had taken place.
Discuss that communication is a two-way process. The information goes out to a person on
the other end. There is a sender and a receiver. Simply put, effective communication is
getting the message across to the receiver.
It is the senders responsibility to make sure that the receiver gets the message and that the
message received is the one sent. Communicating is not an isolated series of one skill, it
involves several skills. For example, speaking involves not only getting the message across
but also being able to listen and understand what others are saying (active listening) and
observing the verbal and nonverbal clues in order to monitor the effectiveness of the message.
Any information, ideas, attitudes or needs from SinhCafe Travel to offices in Da Nang and
HCMC will create communication channels to each other. From that, all works of managers,
staffs or partners related to the business process of SinhCafe Travel that find easy to access
and increase more quality and competitive advantages for the company.

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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

Implement and justify improvements to ensure greater integration of systems of

communication with the head office and the regional offices
We have many ways to communicate with everybody such as face to face, presentation, email, letter, telephone, report, memo, etc. In our customer development department,
manager is using regularly e-mail, presentation, letter, document in communication process.

Email: using to send the document for people who attend meeting. Each way has the
different advantage. Nowadays, a method is applied so much that is e-mail in the
world so it bring about a convenient and saving a lot of time to contact with someone.
It has many advantages as providing a written record and attachments can be included
Quick-regardless of location Automated Read receipts or a simple request to
acknowledge receipt by return message mean you know if the message has been
received. Moreover, we can be sent to multiple recipients easily, can be forwarded on

to others.
Presentation: using to present in meeting. A method is very effectively to
communication and usually using face to face to communicate to everybody. It helps
us can be persuade the persons and make others to understand in your opinions.
Besides, complex ideas can be communicated and visual aids such as slides in
Microsoft Office Power Point software can help the communication process much

more effectively.
Letter: using to send content and invite people who attend meeting. It is also popular
in the form of contact. It has advantage that provides a permanent record of an

external message. Moreover, it also adds to formality to external communications.

Document: using to know information in meeting.

The communication system is a very important tool of leaderships. Manager has a lot of
channels that they use such as weekly meetings, Friday email, telephone conferences,
newsletter, billboards, employee interviews, etc.... In the communication system with the
headquarter and the regional offices of SinhCafe Travel, to have the communication
effectively as well as classify the information faster, the company need to improve it.
Step 1:
Manager needs to classify the target groups in two categories that are internal and
external.

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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

Internal target groups

External target groups

Employees (be specific)

Customers

Coordinators

Networks

Administrators

Suppliers

Managers

Partners

Management

Users

Union

Patients

Specialists

Organisations

Projects or groups

Mass media

Different departments

Neighbours

Geographic areas

Community

Governmental authorities

Step 2:

The inner circle (A) is the most important. Maybe note that A is near relations, B is
working sometime (need to be improved) and C is farer relations.
We base on the target groups in the map above to evaluate them. And then SinhCafe
Travel enters all target groups into a document and create document for internal as
well as external group. In addition, we need to develop the communication channels.
We will create a separate column for channels and write down the 2-3 best channels to
reach respective target group. For example, personal channel includes department
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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

meetings, dialogue meetings, general meetings, information meeting, etc.

Mechanical channels include intranet, employee magazines, e-mail, homepage on
internet, etc. And then, we add a column to improve the areas.
And then, a part is also important in communication system that base on the message. We
have a lot of ways to classify the messages that are one-way and two-way messages. Oneway message is no need for discussions or dialogue and with there is the two-way messages.
A message is difficult to talk about for example feedback, values, vision, etc.... and then also
have to talk easily for example finances issue, project updates, etc.... that is the reason why
managers use meeting to discuss the simple message (one-way message).
In SinhCafe Travels system, the best change effectively, that look at the message which have
in meeting of each department and remove all of one-way messages which leave all
department. Through, SinhCafe Travel will have more discussion with the important stuff.

Identify the difficulties that facing when communicating with the immediate peers,
other

peers

from

another

function

in

Sinhcafe

There is a question that: Have you ever been talking to someone and they misunderstand
what you were saying? Why do you think that happens? Many answers are brought out such
as Language barriers, Attitude of communicator, physiological factor (voice, vocal
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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

way) At any point in the communication process a barrier can occur. Barriers keep us
from understanding others ideas and thoughts. Barriers can appear at any point of the
communication loop.
In communication process at SinhCafe Travel, there are two types of barriersinternal and
external. Examples of internal barriers are fatigue, poor listening skills, attitude toward the
sender or the information, lack of interest in the message, fear, mistrust, past experiences,
negative attitude, problems at home, lack of common experiences, and emotions. Examples
of external barriers include noise, distractions, e-mail not working, bad phone connections,
time of day, sender used too many technical words for the audience, and environment.
Barriers keep the message from getting through. When communicating, watch out for
barriers. Monitor the actions of the receiver.Watch her/his body language; check to make sure
the message the receiver received is the one sentask questions and listen.
From the weaknesses above that plans can be set to improve communication skills
A key area for improvement: Presentation skill
Objectives Methods
To get the
experience
and
knowledge
about
presentatio
n and the
professiona
l style to
present

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Timescale

Monitoring and
review
Before
presentation,
in In 3 months, from 01- To note the
every
meeting or something, I need 01-2011 to 31-03-2011. result
month
to have the preparedness about
all information and content
To refer to the
which I will speak that.
subordinate and
Besides, I need to have the
receive
the
taking note into handout to
feedback from
present better.
them.
To determine the specific
goals.
To create the attention of
listeners.
To perform the genuine
enthusiasm with the problem
that is presenting.
To go straight on the
conclusion sentence.
To have a try the presentation.
To
analysis
after
the
presentation.

MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

A key area for improvement: written communication skill

Objectives
Methods
Timescale
To make good

Monitoring and

review
From
01-01-2011
to
To receive the
Preparation: to determine

my

the

shortcomings

finding the data, information

the person who

about written.

a way to accurate.
To write the draft version.
To review a once.
To check the grammar as

write the letters,

well

To

subject

as

as

well

as 01-03-2011.

feedback

from

memorandum,
etc.

spelling,

punctuation.

assess

the

improving skill
of myself.

A key area for improvement: direct dialogue skill

Objectives
Methods
Enhance the
confident to
communicatio
n in face to
face to bring
out my new
ideas as well
as share to
everybody.

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Timescale

Monitoring
and review
evaluate
To determine the objective From 10-01-2011 to To
myself about the
and make the acquaintance 10-02-2011.
result.
before a dialogue.
To select the suitable
To ask and get
method to communicate.
feedback from
To communicate with many
subordinate.
people with the different
style through to have much
more experience as well as
confident when I talk.
To practice the body
language
through
to
communicate much more
effectively and create the
attraction with partners.
To expand the relationship
through to create much the
chance to communicate.
To avoiding the talking a
way to rambling and

MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

extending
the
communication.
Evaluate existing approaches in the collection, formatting storage, disseminating
information and knowledge at between head office and the Regional Offices
In SinhCafe Travel, we have two main resources that are internal and external of company.
From internal company, it comes from many different sources such as meeting with
customers, supplier as well as shareholder. Furthermore, it also has the report such as Annual
Report & Financial Statement to managers of department as well as director of SinhCafe
Travel. And then, this information will be collected together such as accounting ledgers and
financial statement to bring out budgeting forecast as well as analysis turnover for SinhCafe
Travel. Besides, in customer development, business and marketing department, this
information is very important that is market prospects and reports, or sales index by customer
as well as service packs. A factor is integral that is customer complaints as well as the result
of marketing research reports. The information is from market search such as the habit,
attitude, and behaviours of customers. Or in the Service Development and Designing
department, information is about prices of market, lists of suppliers (restaurants, hotels,
resorts, transport companies...) that are very necessary with SinhCafe Travel.
SinhCafe Travel develops not only internal sources but also external sources. In 2009, the
crisis of currency was impacted which powerful affected the buyer purchasing of customer.
The company tried to maintain the market share and the quality of service packs to stimulate
and satisfy both foreign travellers and in domestic. SinhCafe Travel used completely
available sources to develop and enlarge the business process.
Furthermore, SinhCafe Travel also use the secondary data that unofficial sources. Information
is necessary about market research reports which are collected from journals, newspapers,
trade journal, etc.

Formal information includes Annual Report & Financial Statement of SinhCafe

Travel. In addition, the information is from market search such as the habit, attitude,
and behaviours of customers. Advantage of formal information: it provides the
accurate information about situation at present of SinhCafe Travel such as finance,
product, service, etc.... From the information, the company can make a strategic price
of product

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Informal information comes from many difficulties resources such as internet,

newspaper as well as rumours from market share. Advantage of informal information,
this information is slightly important with SinhCafe Travel so the company can base
the latest developments about price through the company can adjust a timely decision
about the price of product. Disadvantage of informal information: the information is
not highly reliable and accurate. It will affect SinhCafe Travel so much if the

company uses its information without efficient.

Primary information has had from collection information from survey customers,
suppliers. Advantage of primary information, SinhCafe Travel will determine a way to
accurate the customer needs through SinhCafe will meet its customer needs easily.
Based on the result, SinhCafe will meet to the customer needs as well as their

expectation about the price of SinhCafe Travels tour packs.

Secondary information comes from many other resources such as government,
newspaper, internet and competitor. Advantage of secondary information, through the
articles about customer information, price from competitor as well as complaint from
them or the cost-of-living index and price index from government, the company will
update the market fluctuation and to be unbroken measurement about adjusting sales.
This information is very necessary to make a strategic price.

At present, SinhCafe Travel is cooperating with FPT Telecom to launch Information

Systems Management Business-2nd ERP to apply the current business system through
SinhCafe Travel manage the solutions based on SAP and Solomon. ERP system is the overall
management resources and business process as well as solutions that combine the best
advanced technology that help to connect in the most effective between head office and
regional offices. This solution integrates leading innovation about technology in the world; it
will create the international standard about business environment for Sinhcafe Travel and
then it also increase the competition advantages in global integration.
(Adapted

from:

http://www.hanoisoftware.com.vn/Desktop.aspx/GioiThieu-Khdt-

HanoiSoftware/Khach-hang/Open_Tour-Sinh_Cafe/)
SinhCafe Travel has developed strongly because the effectiveness in communication process
is applied smoothly. All resources the company has will help to bring the success in the near
future.

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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

Implement and justify appropriate

changes to

improve

the

collection,

formatting, storage, and disseminating information and knowledge

We are having some problem in communication process so we need to improve this process
to communicate with the best efficient. Firstly, we need to have the standard process to
communicate among people together. The staff will collect information as well as data and
they will recapitulate the fact. And then will enter this information and data in the form
document. Finally, the staff will use the Microsoft Office Word for document as well as
Microsoft Office Excel for spreadsheet software to input data into the storage system. To
report the manager of their department, the staff can send the report by e-mail which attaches
the document in Microsoft Office Word as well as spreadsheet in Microsoft Office Excel or
office text to manager. About manager, they can read the data or spreadsheet a way to easily
so it had been stored into the computer system through Lan network of SinhCafe Travel.
Moreover, manager can base on the e-mail to reply the e-mail from staff easily and quickly.
About equipment of Lan network and internet, we need to equip a Lan network and internet
better with the new modern computer, equipment as well as technology. To make this plan,
we cooperate with FPT Telecom to transfer technology as well as the modern equipment to
SinhCafe Travel. With the better computer and network, the company will improve the
communication process effectively.
About storage, SinhCafe Travel need to have a standard process and the IT department will
perform it. All data from each department, it will be collected and processed by IT staff to
enter data into hard disk drive of storage systems of SinhCafe Travel. It also helps Customer
development department to keep data about customer as archives and manage the customer
information efficiently and quickly.
SinhCafe Travel implements changes for improvements in business process depended on
development of information factors. The plans are set to create the effectiveness in organizing
and communicating. The company will enlarge more and develop more to compete with
many big companies in Vietnam as well as international.

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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

Implement a strategy to improve access to the current system of information and

knowledge to others in the organisation as appropriate
Sinhcafe Travel needs to establish and then execute the strategy for successful development
of business information systems. Business information system development is one of the
critical path components of Information Technology. Many, if not most, information
technology projects exhibit these characteristics: over budget, under specified, delivered late,
and unable to meet organizational expectations.
The business information system changes result from database design changes and also from
process logic changes. The onerous effects of process logic changes, can be dramatically
affected through the use of object-oriented analysis, design and programming techniques
employed

within

the

environment

of

business

information

system

generators.

A key strategy to minimize the negative impact of software changes is code-generation,

that is, through a business information system generator.

Intranet: we will use it to send e-mail or share data among department.

Furthermore, it is used to notify information to all staff by e-mail.

Group exchange: this is the form which is very popular and so much
effectively. Each department, we need to have the discussion about
information of plan with member in group. Through, it will increase the

mutual exchange between manager and staff.

Face to face: we need to build a new culture about communication. We have

the rule in communication such as exchanging greetings, behavior, etc.

Meeting in SinhCafe Travel: we will perform a meeting every month. In the
meeting, it will help us to have the distribution about idea as well as bring out
new idea to make a plan effectively. People can communicate better through
their distribution about idea.

A model is designed that SinhCafe Travel can implement their strategies by each function

Communicator the hardware, software and protocols required to physically transport

data between source and target system

Accessor the data manipulation functions required to query (perhaps store) data
anywhere in the single system image and to route data (perhaps e-mail, print files)
to a target

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Translator - the ability to translate data or accessor commands from source to target

formats
Director knowledge of where data may be found or how target may be accessed, if

data need to be translated or headers modified, how the target is addressed, etc
Administrator rules for access and update authority, invocation of consistency
requirements, privacy and integrity requirements, etc

In SinhCafe Travel, to develop strongly the company, we need to build a communication a

way to effectively to connect people together. Through, the company will have the work
strongly and productivity.

CONCLUSION:
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MANAGING COMMUNICATION, KNOWLEDGE AND INFORMATION

Communications management is the systematic planning, implementing,

monitoring, and revision of all the channels of communication within an
organization, and between organizations; it also includes the organization
and dissemination of new communication directives connected with an
organization,

network,

communications
communication

or

communications

management
strategies,

include

designing

technology.

Aspects

developing
internal

and

of

corporate
external

communications directives, and managing the flow of information,

including

online

communication.

New

technology

innovation on the part of communications managers.

forces

constant

SinhCafe Travel

focuses on the factors to meet the objectives and reach the satisfactions
of customers, more and more raising the position of organization higher
and more effectively.

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REFERENCES:
EDEXCEL HNC & HND BUSINESS (2004). Managing Communication, Knowledge and
Information. 1st ed. BPP Professional Education. Aldine House, Aldine Place, London
W128AW.
SinhCafe

Travel

(2010),

SinhCafe

Special

Feature

[Available

from:

http://sinhcafe.com/index.htm] (quoted on January 2nd 2010)

https://vi.scribd.com/doc/244162482/Managing-Knowledge-Communication-andInformation-2
https://vi.scribd.com/doc/244162482/Managing-Knowledge-Communication-andInformation-2
https://vi.scribd.com/doc/129975921/Managing-Communication-Knowledge-Information
https://vi.scribd.com/doc/198001721/Managing-Communication
https://vi.scribd.com/doc/231204616/Managing-Communication
https://vi.scribd.com/doc/155895645/Managing-Communications-in-Workplace

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