Management

Skills:
Communication

Information and
Communications
Technology and
Data Protection
UNIT 3
Communication Definition
• Communication is the exchange of information between people.

• There is a sender and receiver involved and it is important that the

correct medium (method) and channel (person) is used to send the
message. (elements)

• The receiver will process the information and take action.

• Communication can be formal (e.g. an email) or informal (on the

grapevine).
Internal and External Communication
Internal communication:
• Occurs between two or more people in an organisation

• Examples: email, notice board, intercom, meetings, intranet

*Intranet: a local network of computers which can only be used by

employees working in a business*
Internal and External Communication
Internal communication can take place in many ways:
Upward: Downward: Horizonal (lateral):
Employees report up Information sent Communication
the chain of command down the chain of between people at
command the same level
e.g. marketing
assistant reports to e.g. finance manager e.g. sales manager to
marketing manager to an accountant production manager
Internal and External Communication
Why is each type important?
Upward: Downward: Horizonal (lateral):
So employees feel Gives clear instruction To coordinate plans
there is a 2-way to employees so between people at
system of objectives are met the same level in the
communication and with the highest organisation.
their concerns and quality and minimum
opinions are listened cost.
to.
Internal Communication

Should be able to communicate clearly with

Managers each other. This ensures that they have all the
information needed to make decisions.
Effective communication between management
Employees and staff ensures that staff understand their
roles and responsibilities.
Internal and External Communication
External communication:
• Communication takes place between business and external
stakeholders

• Examples: email, video conferencing, phone, report, letter etc.

 External Communication
Businesses must communicate clearly to consumers about new product
Consumers launches or improvements to existing products.
The business should provide honest information to investors relating to the
financial performance of the firm. This increases trust between the business
Investors and investors and may encourage the investors to provide additional finance
if need in the future.
The business communicates with government agencies when it applies for
Government grants or attends workshops and seminars run by bodies such as the Local
Enterprise Office or Enterprise Ireland.
Local The business communicates with the local community by sponsoring local
Community events or clubs.

The business communicates regularly with suppliers to ensure that it has the
Suppliers correct quantity of raw materials needed at the appropriate time.
Types/Methods of Communication

Verbal Communication Written Communication Visual Communication

Telephone calls Email Bar chart

Meetings Memo Pie chart
Video conferencing Letter Line graph
Intercom Report Pictogram

Face-to-face conversations Social Media e.g. Twitter Break-even chart

Presentations Business website Business website

Principles of Effective Communication
To ensure communication is effective it should meet these criteria:
1. Accuracy: information should be accurate and up-to-date
2: Appropriate language: not too technical/difficult/avoid jargon
3: Preparation: research the audience to use an appropriate
tone/content of the message e.g. education/experience
4: Confidentiality: method should reflect the confidentiality of the
content e.g. don't fire someone over an email
5: Feedback: give the receiver a chance to seek clarification – will
reduce misunderstandings
Types of Communication: Verbal

Def: The exchange of information and ideas in speech

E.g. by using telephones, intercom systems, press conference, meetings
etc.
Types of Communication: Verbal
Advantages
1 Fast Communication
It is the fastest form of communication as feedback can be instant.
2 Repeat the Message
The receiver can ask the sender to repeat the message. This prevents misunderstanding
or tasks being completed incorrectly
3 Personal Connection
It is a more personal form of communication as both tone of voice and facial expressions
can be observed. It can help to create a connection with the listener.
4 Powerful Impact
It is often a more powerful way of conveying a message, as tone and pitch can be used to
emphasise important points.
 Types of Communication: Verbal
Disadvantages
1 No Record
There is no record or proof that the communication took place.
2 Not Listening
The receiver may not listen to the message, e.g. due to background noise or
lack of concentration. They may miss important parts of the message.
3 Lack of Preparation
If the sender of the message has not prepared in advance, the message may
cause offence or confusion to the receiver.
4 Message Length
It is not suitable for long messages, as the receiver may forget important
information contained in the message.
Types of Communication: Written

Def: Using the written word to transfer information between people

E.g. emails, letters, brochures, social media, business documents
Types of Communication: Written
Advantages
1 Record
It is a permanent record that the communication took place. This could be useful if
the information ever needs to be verified.
2 Reference
Written material can be used as a reference. Information can be re-read if the reader
needs to recall information.
3 Speed
Advances in IT have increased the speed of written communication, e.g. text
message and email.
4 Accurate
People often have to take more time when preparing written communication. As a
result, the message may be more accurate.
Types of Communication: Written
Disadvantages

1 Slow Feedback
Feedback is slower than with verbal communication, e.g. letters can take days or
weeks to reach the receiver.
2 Security
There is a lack of confidentiality, as once something is written down, anyone can
potentially read it, e.g. email hacking.
3 Cost
The cost of paper, ink and printing equipment increases business costs.
4 Delayed Decision-making
As it is a slower method of communication, it can delay decision-making in the
business until a response is received.
Types of Communication: Written
Communication failure

A pre-schedules tweet during the horse meat scandal

Types of Communication: Visual
• The use of images, graphs, symbols and photos to communicate
messages
• Often used along with written and verbal communication to increase
the impact of the message

Rules for preparing graphs and charts

Give it a title
Label X axis
Label Y axis
Types of Communication: Visual
In an exam you could be asked to display information on various types
of charts
Bar chart: Line/trend graph: Pie chart:
compares quantities shows changes over time shows percentages/
proportions
Pie Chart Pictogram

Types of Communication: Visual

Gaant Chart Line/Trend Graph

Types of Communication: Visual

Types of Communication: Visual
Maps are often used to
show a businesses'
location.
• They can be used on a
businesses' website so
suppliers and
consumers can find the
business easily.
• They will often show
transport options and
amenities in the area
e.g. restaurants, hotels
etc.
Types of Communication: Visual
Types of Communication: Visual
Meetings
• Meetings are used between 2 or
more people to exchange
information with the purpose of
making decision on the matter
discussed
• Can be formal or informal

Reasons for having meetings:

• Sharing information
• Decision-making
• Problem-solving
Meetings: Notice and Agenda
Before a meeting takes place in a business or a club, the secretary
sends out a notice and an agenda.

Def: Notice Def: Agenda

An invitation for people to A list of items to be
attend the meeting. It discussed at the meeting.
informs them of the date, Topics are listed in the order
time and venue. they'll be discussed.
Meetings: Notice and Agenda
Meetings: Minutes
Def: Minutes
• A record of the meeting
taken by the secretary.
• It provides a summary of
what was discussed,
people present, and
decisions made.

Minutes of the last meeting

are always read and agreed
at the start of the next
meeting.
Quorum
• Before a meeting begins, the Chairperson ensures the quorum is
present

• 'Quorum' - the minimum number of people needed for a meeting to

be official

• This prevents a small number of people having views approved as a

result of a low turnout
Key People Involved in Meetings

• Sends out notice and agenda

• Arranges the venue and facilities e.g. laptop, projector etc.
• Reads minutes from previous meeting
• Deals with correspondence from previous meetings e.g. letters
• Writes the minutes
A Good Secretary Should Be...
• Organised: ensure notice and agenda are sent on time, venue and
facilities are organised

• Discreet: do not disclose sensitive information from meetings to the

public

• Good at summarising: be able to take accurate notes and summarise

the key points discussed
Key People Involved in Meetings

• Makes sure the meeting has been organised properly

• Makes sure the quorum is present
• Makes sure agenda is followed and meeting is orderly
• Makes sure the minutes of the last meeting are read and adapted
• Calls for votes on motions (has casting vote (in case of a draw))
• Closes the meeting
A Good Chairperson Should Be...
• Unbiased: shouldn’t let their own opinion influence discussions at the
meeting

• Knowledgeable: should be able to refer to the rules in a meeting if needed

• Good time management: ensures people have adequate time to discuss

matters and no one takes more time than others

• Good communicator: should speak clearly and ensure everyone

understands the discussion at meetings
Types of Meetings
Types of Meetings
• Annual General Meeting (AGM): Held once a year to elect the board
of directors and auditors

• Extraordinary General Meeting (EGM): Meeting of the board of

directors and shareholders to discuss an urgent issue that can't wait
until the next AGM – this is the only thing to be discussed

• Board meeting: a meeting of the board of directors. Happens

regularly e.g. once a month
Types of Meetings
• Statutory meeting: held once in the life of a company, it's 1st meeting

• Ad Hoc meeting: a short notice meeting to discuss something

that's happened unexpectedly to deal with it quickly

• General meeting: Held on a regular basis between management

and employees

• Virtual meeting: held using video conferencing – no need to all be

together in the same room
Written Communication
1. Memos
A short, written message used by a business for internal
communication. It is mostly used to remind people of events and
information.
Should include:
• Title
• To/From
• Date
• Topic (Re)
• Main body
• Signed
Written Communication
1. Memos
Typical layout:
Written Communication
2. Business letters
A formal communication method which can be internally or externally
sent. Often used for important information, for complicated
instructions or when a written record is needed.

Marks are given in an exam for letter layout – very important to know
your layout!
2. Business letters
• Should be typed on branded
paper
• Must include the date
• Dear Sir/Madam if the persons'
name isn't known – if you know
the name, use it!
• Always include a subject/Re
• 3 paragraphs (open, middle,
close)
• Sign and print name
Layout: Do not follow Layout from the
Book!
• Sends address (top right)
• Recipients address (left)
• Date
• Re:
• Dear...
• Main body (3 paragraphs)
• Closing salutation (your
sincerely/faithfully)
• Senders signature and printed name
and title
• Encl: any documents enclosed such
as receipts
Written Communication
3. Reports
A detailed document about a specific topic used for both internal and
external communication.

Marks are given in an exam for report layout – very important to

know your layout!
Written Communication
3. Reports – Do not follow Layout from the Book!

Layout
• Title
• To
• From
• Date
• Topic of report
• Introduction
• Main body
• Conclusion/recommendations
• Signature
Factors Affecting Choice of Communication
Methods
• Cost: managers must choose a method that is best value for the firm.
Emails = cheap, meetings = travel expenses (expensive)

• Urgency/speed: how quickly the message needs to be communicated

will change the method used e.g. a red weather warning = text/email

• Confidentiality: sensitive information should be kept confidential e.g.

emailed suing encryption software, not on a notice board
Factors Affecting Choice of Communication
Methods
• Technology available: the chosen method will also depend on the
resources available

• Legal requirements: some records need to be recorded in certain

ways by law e.g. an employment contract, others don't

• Record: some communications should have written records kept

to prove later that the communication did happen e.g.
disciplinary actions
Barriers To Effective Communication
Def: Something or someone that stops a message reaching the
intended audience at all or effectively
Barrier How to overcome
Timing Not giving the recipient Don't expect an
enough time to process immediate response,
and respond to the allow time
message
Language Using jargon/words/a Use simple,
language not understood understandable language
by the receiver. They may for your audience
then mix up the message
or do something incorrect
 Barriers To Effective Communication
Barrier How to overcome
Information overload If there's too much Keep information concise
information the receiver and relevant
may become confused and
the main points may be
lost
Lack of trust The receiver mightn't Team-building can
believe some/all of the help build relationships
information
Not listening e.g. due to lack of Summarise and repeat
interest/background information and check for
noise/day-dreaming/poor understanding
quality technology
Advantages of Effective Communication
• Productivity: employees know what to do so they can work faster and
make less mistakes

• Industrial relations: no confusion, issues are resolved quickly before

they escalate to industrial relations problems

• Customers: more positive experience for customers. Will share good

experiences and maybe increase sales
Advantages of Effective Communication
• Improved decision-making: managers will receive
accurate information which will help decision-making

• Employee morale: employees get clear instructions and are

listened to by management, increasing their morale and reducing
stress
Information Communications Technology (ICT)
ICT is an area of rapid change and includes:
• Spreadsheets
• Intranets
• Internet
• Email
• Shared clouds
• Electronic data interchange (EDI)
• E-commerce
• Etc.
Information Communications Technology (ICT)
The benefits include:
• Quicker communication e.g. what was posted, is now often emailed

• Reduced costs e.g. no stamps

• Cheap and worldwide advertising online

• Market research can be done through their website/social media

analytics
Information Communications Technology (ICT)
The benefits include:
• Frequent activities can be automated e.g. ordering, paying staff etc.

• Staff can tele-work (work from home via laptops)

• Travel time and expenses saved through video-conferencing

• Reduced staff costs e.g. self-service tills replacing staff

• Job creation
Information Communications Technology (ICT)
Electronic Data Interchange (EDI):
• A computerised system of doing business automatically between
firms that have frequent transactions.

• Both businesses have linked systems that allow them to place orders,
submit invoices and make payments electronically.
Information Communications Technology (ICT)
Benefits:

• Transaction time reduced - don’t automatically

• Wage costs reduce – not hiring people to do this work
• Administration costs reduced – no one has to fill all the transaction
paperwork, it's stored on the system
• Stock levels reduced – using JIT system (just-in-time)
• Human error reduced – no people to make mistakes
Information Communications Technology (ICT)
Video conferencing:
Allows meeting to take place with participants in more than one
location

Benefits:
• Travel time eliminated
• Travel costs reduced
• Regular meetings easier to organise
Information Communications Technology (ICT)
World Wide Web (WWW):
A global network connecting computers so individuals and businesses can
communicate with one another

Benefits:
• Fast, global communication
• E-commerce
• Websites for advertising
• Business and market research done online
• Tele-working possible
Information Communications Technology (ICT)
Cloud Computing:
Allows information to be stored in offsite locations or servers (the
cloud)

Benefits:
• Reduces need for expensive hardware
• Information usually password protected
• Can be easily accessed
Information Communications Technology (ICT)
Social Media:
Computer programs and websites that enable the creation and
sharing of content such as messages, photos and videos all around
the world

Benefits:
• Reduces need for expensive hardware
• Information usually password protected
• Can be easily accessed
Information Communications Technology (ICT)
Social Media:
Advantages Disadvantages

Large audience Brand awareness: difficult to measure effectiveness

Low cost form of advertising Negative feedback: can post negative reviews even
if they're untrue
Customer information: can gather consumer info to Hacking: can be hacked and lose followers
help business decision making
Consumer loyalty: helps businesses make a personal Time-insensitive: Takes a lot of time to build up a
relationship with consumers as they interact with following and monitoring a social media account is a
them big commitment
Information Communications Technology (ICT)
Information Communications Technology (ICT)
Information Communications Technology (ICT)
Challenges include:
• Infrastructure: High speed broadband connections needed in order
to work effectively and efficiently

• Security: many people afraid of their internet security e.g. personal

details, bank card numbers being stolen etc. Very difficult for the
Gardaí to supervise internet usage

• Consumer protection: many consumers not aware of their rights

when buying online
Data Protection Acts 1998 and 2003
These acts aim to protect individuals when information is kept on file
about them.

Terms used:
• Data subject: the individual whose details are stored
• Data controller: person/organisation that controls the use of this
personal information held
• Data processor: person/organisation that processes personal
information for a data controller
Data Protection Acts 1998 and 2003
Rights of the data subjects:
• Access: can request in writing the information that is kept on
them
• Correction of errors: any errors of information corrected
• Name removed: their name removed from marketing lists
• Block use of personal data for certain purposes e.g.
marketing
• Complain: to the Data Commission about anyone not
complying with the Act
Data Protection Acts 1998 and 2003
Duties of the data controllers:
• Access: allow access to information for anyone that's requested it
• Correction/delete info: for any incorrect information
• Fairly obtaining information
• Use collected information for the correct purpose
• Security: secure information from being seen by others
• Time: Only store information for as long as necessary
Data Protection Acts 1998 and 2003
Role of the Data Commission:
• Info: Provide advice and information about the Act
• Investigate complaints
• Registration: ensure data collectors that are required to do so register
with the Data Commissioner
• Codes of practice: develop these to help members operate within the
Act
• Prosecute: data controllers who do not follow the Act
General Data Protection Regulation (GDPR):
• GDPR was introduced
in May 2018.
• EU wide regulation
that strengthens
consumer rights and
places more
obligations in terms
of data regulation on
organisations that
hold data.
General Data Protection Regulation (GDPR):
Examples of information
hacks:
1. Wonga Loans
250,000 people's personal
details and bank details stolen
due to lack of internet security

2. LinkedIn
165m accounts personal data
stolen and sold on the dark
web due to poor passwords
and LinkedIn's failure to
provide adequate security

https://www.youtube.com/watch?v=wd
8H9kj6RI4
Key Terms
Key Terms
Exam Question Examples
2012, 20 marks
Illustrate the factors that a business needs to consider when
communicating with it's various stakeholders

2009, 20 marks
Discuss the provisions of the Data Protection Act 1998 in relation to
1. the rights of data subjects
2. the obligations of the data controllers
Exam Question Examples
2007, 20 marks
Discuss the importance of good communication between levels in an
organisation

2004, 25 marks
Draft a typical agenda for, and the minutes of, the AGM of a limited
company
Exam Question Examples
2009, 20 marks
Illustrate how the developments in information and communications
technology (ICT) have impacted business:
• Electronic data interchange (EDI)
• The internet and the world wide web
• Video conferencing

2004, 25 marks
Draft a typical agenda for, and the minutes of, the AGM of a limited company