7115 · 2.4
Internal and external communication flashcards
Revision flashcards for Cambridge 7115 Internal and external communication (syllabus 2.4). Flip, recall, then mark a real past-paper question.
Card
Four main purposes?
Instruct, inform, persuade, coordinate - internally and externally.
Card
Internal communication?
Between employees, teams, and management levels.
Card
External communication?
Customers, suppliers, media, shareholders, regulators.
Card
Link to motivation?
Clear goals and praise motivate (2.2); silence demotivates.
Card
Link to control?
Reports and budgets need communication to work (7.1.4).
Card
Change management?
Strategy shifts (6.2) fail without explaining why to staff.
Card
Two-way communication?
Not just top-down - upward feedback catches problems early.
Card
Exam approach?
Identify failure → state purpose not met → recommend method/channel.
Card
What are the two primary purposes of internal communication?
1. To motivate employees by fostering a sense of belonging, recognition, and involvement. 2. To control and coordinate activities by issuing instructions, setting targets, and monitoring performance against plans.
Card
How does effective communication link to motivation theories like Maslow's?
Communication can help meet employees' higher-level needs. Team briefings and social events meet 'Social Needs'. Praise and recognition meet 'Esteem Needs'. Involving staff in decision-making can contribute to 'Self-Actualisation'.
Card
What is the main purpose of external communication with customers?
To inform them about products/services, persuade them to make a purchase, and build a long-term relationship to foster brand loyalty. This is primarily achieved through marketing and sales activities.
Card
Define the 'control' purpose of communication.
The use of communication by management to direct, monitor, and regulate employee and departmental activities to ensure they align with organisational goals. This includes giving instructions, setting budgets, and performance feedback.
Card
Why must a business communicate with its suppliers?
To place orders, negotiate prices and credit terms, arrange delivery schedules, and provide feedback on quality. This ensures a reliable and efficient supply chain, which is crucial for operations.