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Problem occurs in real life


Communication play the key part to resolve the any kind of the challenge occurs in the true life. A couple of two types of the communication.

  • Internal communication
  • External communication

Internal communication is the 'communication between employees or departments across all levels or divisions of the organization' (CBS Interactive Inc. , 2009) whereas the external communication is the 'the exchange of information and information between an organization and other organizations, categories, or individuals outside its formal composition' (CBS Interactive Inc. , 2009).

Internal communication is the most and essential aspect within the any small or big organisation. Because of the good and right interior communication between employees, make their work more efficient and appropriate which helps the company progress on the market.

There are no of the flows of the inner communication within the company and those are formal, informal, upward, downward, vertical, and horizontal. Most of them are used by the any company as they required. It adds value to the business's efficiency. All flows of the inner communication uses different kinds of the technique of communication which are verbal, non-verbal, visible, written, electronic, mass.

But for doing that, organisation is using different kind of support to apply the inner communication. And the ones are telephone, face to face, tables, advertisement, eyesight contact, email, indication language, letter, fax, etc.

In the organisation when we are going to use more of inside communication when something going on available or the organisation. That means 'change'. When anyone considers the change, at the first point nobody will like it at the very first stage. Because of, ' Change is something that presses us out of the safe place. '(Institute of Industrial Designers, 2009).

Why we need a change? Change will be happening in the business credited to two factors. Those are

  • Internal force
  • External force

Change with Internal causes like, changing the employee, new equipment buying, behaviour or attitude of the staff, or the framework of the company has been change, or owner change. That affecting the company and they seriously affect the business. Second some may be external makes. Those will be the new technology scheduled to new research, market change, market change, government laws and regulations change, etc. All are affecting the whole market and the business as well.

Mainly there are three types of the change appear in the organization structure, technology and folks. First is structure changing that means like formalization, size of the business, converting flat structure to tall structure, changing the country (culture). Example, prior to the organization does not have the timing to come at work and go. Suddenly top management put into action the time to come to work and go from work. That may make the difference to the complete employee. Second one is technology which means; today everyday you can find new technology to arrive the market. To cope up with the competitor everyone have use the latest technology. For you need to teach all the employees to use that new technology. Example, before LSC don't have the biometric attendance but now they do so, the management must teach the all the lectures, ' how to use that biometric machine?' and last one is the individuals who means attitude and behavior change of the worker, or management change Example, imagine the company is damage and owner sell the business to the another owner so the new owner might change whole worker or might he/she keep them however the management is modified so employee must work in way that is well suited for the new owner.

Now this change cannot be implementing in straight way available so for that we have to follow the procedure or steps of the change. These are the following,

  1. Purpose
  2. Plan
  3. Action
  4. Feedback
  5. Adapt
  6. Repeat (lance haun, 2009)

Now I come back to the key question which is

How to make use of an internal communication in a context of change? To the I will give you two or three case study for example.

Case analysis: JD Activities using the HHT (scanners)

Few weeks before there exists new system will come in the one of UK's company name called 'JD SPORTS'. That system is HHT (scanners). When this technique came in the business no one have a hint how to use it and at the first stage all management rejected to use that. But top level management clarify what the machine is about as well as how to use it exactly what the benefit for that all that to the managers of the stores. And then after manager emerged to staffs and ditto clarify to them and then they all understand what the HHT (scanners) is? And they're going to utilize it? Now that system is in the store but still employee bit frightened to use it because it is very expensive product and second thing it is that connected to the head office so, any solitary mistake done that right go directly to the hq. Then time gone people use to it and now it become so simple to use it. Now they noticed that the manual work was very frustrating but with the scanning device their job become easier. Now if you go ahead the store everyone of the employee is usually looking for the HHT (scanner) because it makes their job easier. Why that is make happen because they describe the whole system from top level management to the normal staff very quickly as well as took the reviews and apply some new feature to it and now system is in the each and every store of the company. And then for doing that company spend so enough time and money. Like they handout the leaflets to the and they shown the staff videos of it.

Thus, from above we can say that, they change the machine but very important the inner communication was well enough in the company so, they make the change successfully.

Cash research 2:

There is another company called ABC LTD (name altered) that company have so many stores in the united kingdom. For the year or two ago that they had the two stores in Camden town. Distance between two stores was about 10 min walk. Some may be bigger and the other you are smaller. But as a result of two stores on same traditional the smaller store had not been making much money. So they send the e-mail to the store manger that people are thinking to close down that store. However they did not determined yet. they provide like a month but still there is a same condition. So company's director thought that smaller one will be closed down down and we'll expand the larger store. So the decision has been done that smaller store will close down.

This information passed on to the regional manager and the area manager with the use of mail and telephone about your choice. Area manager come down to the store with company's HR person to the branch personally. They explain the whole lot to the supervisor and complete team. They already determined that everyone have to go from the business with the redundancy except management (they'll give them a copy to the other store). But every single personnel (28 staffs) has to go. All staffs oppose compared to that decision. And they informed the management we are not going to leave the business. And to make that happen they can go directly to the court. Because some of them doing work for the business more than 3 season. Their family relay on his/her job. So management educated that to the top level management. Due to the legal problem they chose that,

  • Temporarily staffs have to go from the business.
  • Staffs working for the company more that 1 year they can go by taking the redundancy.
  • Staffs who still wished to continue with the work they can have transfer with their nearest branch.
  • They took all the staffs contact depth and said that if there is any place in other store they will contact with them(which means they will have the first inclination)

And they send letter each of staffs and let them really know what is going to eventually them.

Thus, from above we can say that due to good and the situation solving inner communication between your staffs and the management they deal with the problem of store concluding down.


From above debate we can say that for any organization in real life if anybody pondering to look for the change than they can make the change but only with the good communication between the members of the company.

Society, technology, culture are changing each time. And because of that any company which is on the market they have choose the change and that will be implemented only if there is the nice, efficient inner communication. So we can say that inner communication is a blueprint for expanding a business strategy which drives an organization towards its corporate goals. Thus it helps the business to get success on the market.



  • Cook, Sarah (2004) Change Management Excellence, Kogan Page Limited
  • Smith, Lyn Mounter, Pamela (2005) Internal Communication, Kogan Web page Limited


  • JD Activities (2009) JD Sports activities HISTORY [Online] (Gain access to on 21/11/09) Received on: http://www. jdsports. co. uk/about-us/jd-history/
  • Iienet (2009) change management [Online] (Access on: 12/11/09) Received on: http://www. iienet2. org/Details. aspx?id=3290
  • Rehaul (2009) six steps of change in organization [Online] (Access on: 14/11/09) Received on: http://rehaul. com/six-steps-to-manage-change-in-your-organisation/
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