The Factors in Order to Communicate Effectively at Samsung and Dominos Pizza - Case Study Example

Discuss the factors that encourage communication and the necessary requirements in order to communicate effectively First Authora, Second Authorb, Third Authora,b,1 aFirst affiliation, Address, City and Postcode, Country bSecond affiliation, Address, City and Postcode, Country Abstract This report discusses the factors that encourage effective communication and the necessary requirements for effective communication. The discussions are facilitated using case studies of communication practices at Samsung and Domino’s Pizza. Three factors are identified. These include presentation, completeness and medium or channel used. Presentation of information determines the effectiveness of communication. When too much information is presented to a level that cannot be understood by the receiver, then the message would be considered ineffective. In addition, for message to be considered effective, it has to be complete. Although it is essential that a message be kept concise, there has to be a certainty that all the relevant pieces of information are integrated in the message wholesomely. Keywords: Communication effectiveness; communication factors; presentation; communication media; completeness 1. Introduction Communication is in all probability among the most regularly cited causes of organisational and interpersonal conflicts when it is ineffective. Likewise, it is a significant lifeline in an organisation was effectively carried out (Babatunde, 2015). Communication is the process of conveying information and common understanding from an individual to the other. This implies that there would be no communication except for when there is a common understanding resulting in exchanging of information. It seems reasonable to conclude that one of the most inhibiting forces to organisational effectiveness is a lack of effective communication (Lunenburg, 2010). Much of the crisis and confusions occurring in organisational settings are directly caused by failure to communicate effectively. Lack of effective communication is a serious problem within an organisation, and this can lead to confusion and can cause a good plan to fail (Morreale et al., 2000). According to Spaho (2011), effective communication is essential for good human relations in addition to a success of a business. This report discusses the factors that encourage effective communication and the necessary requirements for effective communication. 2. Presentation Presentation of information determines the effectiveness of communication. When too much information is presented to a level that cannot be understood by the receiver, then the message would be considered ineffective. In other words, information should be presented in the right format that does not overwhelm the receiver (Root, 2017). 2.1 Case study of Samsung’s financial report For instance, Samsung’s accounting data is usually presented in form of tables or numbers, although it may still be presented as a print-out from a spreadsheet. Although this presentation style offers detailed figures to communicate the sale of its smartphones, it may not often be an effective means for presenting and communicating information, as a relationship between certain figures may need to be highlighted and trends shown. Hypothetically, the company appropriately presents accounting data in the form of charts or graphs. Yet still, not all graphs may effectively communicate the data. In figure 1, for instance, the graph presents data on trend of sale of smartphones yet does not show which Samsung division recorded positive trends in sale of smartphones (ACCA, 2015). . Figure 1. Total sales for Samsung handsets from 2009-2013 (ACCA, 2015) Figure 2. Total sales for Samsung handsets from 2009-2013 (ACCA, 2015) On the other hand, figure 2 does present more complete data. When the height of each column is reviewed, an audience may unmistakably identify the trend of gradual increase in total sales from 2009 to 2013. The components of columns further reveal that the level of sales for Samsung’s North Division was relatively constant at about $200,000 while the South Division witnessed relatively noteworthy increased in sales each subsequent year. 2.2 Analysis Therefore, the effectiveness of communicated data depends on the quantity and the format it is presented to an audience. The format should depend on the quantity intended to be passed. 3. Completeness For message to be considered effective, it has to be complete. Although it is essential that a message be kept concise, there has to be a certainty that all the relevant pieces of information are integrated in the message wholesomely. According to Akilandeswari et al. (2015), communication has to be complete since it consists of processes that facilitate understanding and being understood using facts, ideas and even emotions. In which case, effective information consists of how effectively a sender has been understood as he or she intends. In a practical organisational setting, this implies that all the information needed to make a message complete should be conveyed, as leaving out some information may contribute to misinterpretation of the message. According to Ifidon and Ugwuanyi (2013), for communication to create the right meaning and understanding, it has to be complete. Otherwise, the message would be misinterpreted and misunderstood. Verma (2015) also contends that despite the fact that the message has to be concise, clarity would still be impeded when the message is incomplete. 3.1 Case study of Domino’s Pizza In the case of Domino’s Pizza, the restaurant was entangled in a crisis in 2009 when two employees posted videos on YouTube containing incomplete information regarding adulterated food (Horowitz, 2009). The message was incomplete to the effect that the employees who posted the videos failed to write a disclaimer stating that the video was a prank. The two employees, identified as Michael Setze and Kristy Hammonds, had recorded a video of a prank in the kitchen of the restaurant in Conover, N.C. and posted it in YouTube. The video lead to significant public relations crisis, as it was misinterpreted by millions of viewers globally. The two were later charged with felonies. In the videos, the employees filmed themselves preparing sandwiches for delivery whilst mixing nasal mucus with cheese and sandwiches. The prank was widely misinterpreted as absolute violation of health-code standards (Clifford, 2009). 3.2 Analysis Therefore, a disclaimer would have made the message complete and made Michael Setze and Kristy Hammonds less liable for prosecution. At the same time, it would have delivered the right message that the video was a hoax. According to some commentators like Akilandeswari et al. (2015), completeness provides significant benefits, as they are apt to bring about the intended outcomes without a need for superfluous message. Additionally, they serve to inspire goodwill and the intended response. At the same time, they can enable an organisation to forestall costly lawsuits that are likely to come about when some information is missing. 4. Medium The effectiveness of communication also depends on the type of medium used. The right medium, therefore, contributes to whether the message would be conveyed and received in the right quality, quantity and time. For instance, when sending quick and brief message, then the right channel may be an email or a memo (Root, 2017). The quality of message conveyed to the receiver depends on the communication channel used for transmission. Clear communication channels that do not compromise the quality of information passed ensure that the receiver receives the information in the quantity and quality that the sender intends (Root, 2017). An organisation that uses clear communication channels to pass information to its employees serves to send the right message across. For instance, lengthier messages that require greater level of discussion, deliberation, and immediate response should be done via the telephone or in person. Therefore, when the right media is used to pass information, the problems of retention are likely to be prevented. For instance, discussing details of a contract without the use of written communication that can be kept for future reference may lead one party to misconstrue the terms of a contract and ultimately an inability to perform the contract subject to an earlier agreement (Robson & Tourish, 2006). On the other hand, when the employees in the company use the wrong medium to pass confidential information to the management, it may result in litigation and loss of reputation. The wrong medium, in this case, may include the social media, which can be accessed freely by the public. 4.1 Case study of Domino’s Pizza Domino’s Pizza was mixed up in a crisis in April 2009 when two employees published videos of adulterated food on YouTube while intending to play a prank on other employees. However, this backfired on the company. This led to a major reputational damage to the company, as the video went viral. In the aftermath, the company lost a significant part of its customer base and declared the situation a crisis (Smith, 2009). What is even striking about this case study is that the type of media or channel that the company’s management used to respond to the crisis. Rather than use the conventional means of responding to public relations crisis such as a press release, the company created a YouTube response to “fight fire with fire” (Jacques, 2009). As Jacques (2009) narrates, noting that the video had created significant damage yet had become the subject of discourse online, the company’s president Patrick Doyle decided that a press release would not be an effective channel, and that the online media would provide the right medium. In reality, the controversial video had hit more than 1 million views in less than 3 hours, while online search for Domino’s had for the first time overtaken Paris Hilton (Smith, 2009). Doyle decided that the social media would also serve as the right media (Jacques, 2009). 4.2 Analysis Indeed, Young and Flowers (2012) observed that YouTube users tend to engage with the YouTube medium as they believed it is a space exclusively intended for them as it would serve their individual interests. However, this may have significant negative as well as positive effects for an organisations entangled in crisis management, such as spiteful users who may intentionally create a crisis. Young and Flowers (2012) further argued that just as spiteful users may create a crisis for an organisation, so too can the company use the same medium to deal with the crisis and reinstate its reputation. Doyle seemed to have used this principle, as the company came up with another YouTube video that explained the entire situation, to show that the video was a prank and that the employees involved in the prank faced legal lawsuits. In the video, Dolye explained that the hoax was an isolated incident. The response video by Domino’s changed the story in the mainstream media, across the United States, Australia, and even China, to the company’s favour (Smith, 2009). 5. Conclusion In this report, three factors that encourage effective communication and the necessary requirements for effective communication are discussed. These include presentation, completeness and medium or channel used. Presentation of information determines the effectiveness of communication. When too much information is presentation to a level that cannot be understood by the receiver, then the message would be considered ineffective. Therefore, information should be presented in the right format that does not overwhelm the receiver. For message to be considered effective, it has to be complete. Although it is essential that a message be kept concise, there has to be a certainty that all the relevant pieces of information are integrated in the message wholesomely. References ACCA. (2015). Effective presentation and communication of information using charts. Retrieved from http://www.accaglobal.com/ng/en/student/exam-support-resources/foundation-level-study-resources/ma1/technical-articles1/effective-presentation.html Akilandeswari, D., Kumar, D., Pavithra, M., Maritam, T. & Banu, N. (2015). Elements of effective communication. 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Retrieved from http://smallbusiness.chron.com/factors-effective-communication-3183.html Smith, K 2009, "Case Study: How Domino's Managed a Viral Video Nightmare," MarketingProfs, 11 Feb 2017, Spaho, K 2011, "Organizational Communication As An Important Factor Of Company Success: Case Study Of Bosnia And Herzegovina," Business Intelligence Journal, vol 4 no 2, pp.390-393 Verma, S 2015, Business Communication: Essential Starategies for 21st Century Managers, Mumbai, Vikas Publishing Young, C & Flowers, A 2012, "Fight Viral with Viral: A Case Study of Domino’s Pizza’s Crisis Communication Strategies," Case Studies in Strategic Communication, 1, 93-106 Appendix A. Domino’s Pizza Appendix B. Screenshot of the controversial video Appendix C. Michael Setze and Kristy Hammonds Read More