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 Vietnam’s 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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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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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 communicator’s attitude. It must be positive. The second factor is

the communicator’s 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 Travel’s headquarter just mentioned. It can be a verbal or

nonverbal reaction or response. It can be external feedback or internal feedback, like self-

examination. It’s 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 sender’s 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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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, e-

mail, 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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Internal target groups External target groups

Employees (be specific)

Coordinators

Administrators

Managers

Management

Union

Specialists

Projects or groups

Different departments

Geographic areas

Customers

Networks

Suppliers

Partners

Users

Patients

Organisations

Mass media

Neighbours

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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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. One-

way 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 Travel’s 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

way)’… At any point in the communication process a barrier can occur. Barriers keep us

from understanding other’s ideas and thoughts. Barriers can appear at any point of the

communication loop.

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In communication process at SinhCafe Travel, there are two types of barriers—internal 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 sent—ask questions and listen.

From the weaknesses above that plans can be set to improve communication skills

A key area for improvement: Presentation skillObjectives Methods Timescale Monitoring and

reviewTo get the experience and knowledge about presentation and the professional style to present

Before presentation, in meeting or something, I need to have the preparedness about all information and content which I will speak that.

Besides, I need to have the taking note into handout to present better.

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.

In 3 months, from 01-01-2011 to 31-03-2011.

To note the result every month

To refer to the subordinate and receive the feedback from them.

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A key area for improvement: written communication skill

Objectives Methods Timescale Monitoring and

review

To make good

my

shortcomings

about written.

Preparation: to determine

the subject as well as finding

the data, information a way

to accurate.

To write the draft version.

To review a once.

To check the grammar as

well as spelling,

punctuation.

From 01-01-2011 to

01-03-2011.

To receive the

feedback from

the person who

write the letters,

memorandum,

etc….

To assess the

improving skill

of myself.

A key area for improvement: direct dialogue skillObjectives Methods Timescale Monitoring

and reviewEnhance the confident to communication in face to face to bring out my new ideas as well as share to everybody.

To determine the objective and make the acquaintance before a dialogue.

To select the suitable method to communicate.

To communicate with many 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 extending the communication.

From 10-01-2011 to 10-02-2011.

To evaluate myself about the result.

To ask and get feedback from subordinate.

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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

Informal information comes from many difficulties resources such as internet,

newspaper as well as rumours from market share. Advantage of informal information,

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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 Travel’s 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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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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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.

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CONCLUSION:

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, or communications

technology. Aspects of communications management include developing corporate

communication strategies, designing internal and external communications directives,

and managing the flow of information, including online communication. New technology

forces constant innovation on the part of communications managers. 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)

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