Unit 16 MCKI Assignment

Introduction

A Communication Strategy is a guide with a beginning stage (the circumstances now) and an end of the line (the perfect circumstance at some characterized point later on). Working through the steps to characterize a Strategy empowers the undertaking to state plainly, where it needs to go, the ways to take to get there, and who to take along. Like whatever other "live" arrange, there may be reroutes along the way - circumstances and needs may change - however having a guide gives the task a much more prominent possibility of arriving at its objective and accomplishing its objectives (Curtis and Cobham, 2008).

Task1

AC1.1 Discuss the range of decisions to be taken by the Heathrow Authorities and Management

The decision making process by Heathrow Authorities and management would include the issues identification at the first step. These issues faced by the airport authorities are:

• Runway capacity remains stagnant,
• Heavy traffic,
• Increased delays,
• Lesser flexibility,
• Lesser number of destinations being served.

The decisions to be made would include the choice among options available i.e. building a new airport or addition of a new runway and 6^th terminal.  The management would need to take decisions w.r.t the environmental aspects; investment needs, financial decisions, stakeholders’ decision etc.
The decision regarding the environment would include whether the sound, noise pollution is bearable. The investment decisions would have two aspects i.e. the choice of source of investments and also the returns to be generated on these investments. The financial aspects would involve the whether the stakeholders interest would be fulfilled by the given decision or not.

AC1.2 Examine the information and knowledge needed to ensure effective decision taking based on the scenario 

The Heathrow Airport authorities would need access to the information so as to form an effective decision. These different forms that include:

• Qualitative- This would include the study regarding the competitors, the capacity of Heathrow airport and the stakeholders with airline partners. The general history of Heathrow airport, with the stakeholder structures would also form a part of qualitative information. Traveller study is a steady attempt at Heathrow. At every phase of the planning and successive development stage, there will be a need for suggestions with the most recent insights and information. At apt points the business will need to qualitatively test suggestions, or experiment them through travellers or potential passengers. The traveller facets of Heathrow airport arrangements will moreover be an imperative facet of conversation with airlines like an element of the broader discussion with them.  
• Quantitative - This would include the financial reports of the Heathrow airport and its comparison with itself for previous years, to analyse the trending of the business operations and its earnings. This quantitative information would also be w.r.t comparison with the competitors. This would include all the financial records attainable from internal or external sources of information (Schelle, Ottmann, and Pfeiffer, 2006).
• Official and unofficial- The official information would include the details and knowledge that has been spread by Heathrow airport itself through journals, reports, financial reports, interviews, press conferences etc. The unofficial would include grapevines, rumours, and various confidential sources of information.
• Formal and informal- Formal is a documented. Written, traceable and well-organized way of sending or receiving information however, informal means useful information through verbal communication on phones, group talks, notice boards, chats etc.
• Internal and external- Internal source of information is the data which is just accessible to the business. This data will be private and precise. However external data originates from outside the business. This is accumulated by means of for the most part auxiliary data systems.
• Primary and secondary- Primary data is accumulated direct by the business. This will be fit for reason and cutting-edge; however will be lavish to gather. Secondary data is data that has as of now been gathered. This data is less expensive to discover and will have a lot of people more sources. However the data accumulated may not be proper or significant to the association's necessities, and may be out of date.
• Policy and opinion- The policy would be the rules and strategies that the business uses and opinion would not be a binding for the business. However, an opinion is the view point that can be considered while decision-making process.

 AC1.3 Assess internal and external sources of information and understanding based on the scenario 

Different sources of information are:

• Internal and external sources- Internal sources of the Heathrow would include team workers- airport staff, stakeholders of Heathrow, proposed figures, staff records, client records, and money related reports, for example, exchanging, benefit and losses records and the accounting report (Cleland and Gareis, 2006). External sources for Heathrow airport would include daily papers and magazines, the web etc. All the internal sources are those which are internal to the business and on which business also has some control, however the external sources are those which are out of the control of business.
• Primary and secondary sources- Techniques for gathering primary data include: studies, meetings, perceptions, centre groups and lobby tests. Secondary data collection incorporates the web, daily papers and magazines, statistical surveying reports, for example, MINTEL (world's principal market intelligence bureau) and Key Note, and government productions.
• Formal and informal sources-  For Heathrow formal communication and data gathering would be a structured way of approaching customers, employees and stakeholders however informal way might include chit-chats, coffee breaks, no catalogues but only relations outside the organisation network.

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Task 4

AC4.1 Report on existing approaches to the collection, formatting, storage and dissemination of information and knowledge

Information Collection: Every business organization needs information for decision-making. Information can be termed as processed data that has some meaning and use for organization. Information can be collected from following sources:

• Questionnaires: it is the simplest form of information collection. This approach is generally followed when new product is to launch or quick information is required from common people.
• Interview: Under this method, detailed questions were asked from people. In this type of approach, experience of any person is take as information. This approach is followed when product is already launched.
• Observation: Under this approach, information collected is almost accurate because it requires observation of people who are actually using product or availing services. It is complex approach, requires continuous monitoring and control over activity.

Interview and questionnaires are sources of collection of information for selected organization.
Information Formatting:Formatting can be defined as the body of information on displayable form. It is a presentable form of information. Following a format that is the used for presenting information by organization:
Report: it can be define as the presentable form of information. It includes title, subject, body and conclusion. Top management mainly uses it.
Information Storage: Information storage is a technique for storage or holding of data in various forms. Information storage and information retrieval both are inter related concept. Following information storage approaches are followed by organization:
Hard Disk: Information can be stored in hard disk so as to protect information from lost. It provides huge space for data storage and provides quick access to information i.e. on timely basis. Information is stored on electromagnetic drive.
Tape Storage: it is external form of information storage. It also stores information in electromagnetic form. It is portable information storage device and provice advantage of mobility of data.
DVD: Digital Video Disc is high density disk that can store large amount of data in single disk. It is most commonly used storage device. It also provides mobility of information.
Information Dissemination: Dissemination means distribution of information within organization and outside organization. Approaches for dissemination are followed by organization:

• Brochures: it is most simplest mode of disseminating information about company or its product. It is attractive and colorful form of printed paper which is distributed among people.
• Internet: Since internet has gaining popularity and because of its cost effectiveness it is used as a tool for disseminating information within as well as outside organization.

AC4.2 Carry out appropriate changes to improve the collection, formatting, storage and dissemination of information and knowledge

The proper changes that are required need to be focused around the IT advancements.
First improvement in the organization that is required is that organization should remove barriers between departments of organization so that effective collection of information can be done. This will automatically improve system of formatting as exchange of information is on papers and files. Organization on regular basis should conduct or organize training sessions for new employees to trained them about how to collect information in effective manners and what format they have to follow for collection and presentation of information. New employees as well as existing employees shall be informed or upgraded with regular briefings and face to face sessions regarding storage and distribution of information.
Formatting Information or data can be improved by selecting standard format of communication. Selected format shall be informed to all employees so that standard can be achieved. Format of presentation can be developed by outside qualified format developer so that information can be presented in more paresis and easy manner.
Process or techniques of storage can be improved by incorporating database management system. Organization should maintain database in which all information is stored related to all process and departments. Storage system of organization can be improved by incorporating data or information back up on regular intervals. Back up can be full back up or mirror back up or incremental back up.
For improving existing system of dissemination approach of organization, it can develop private network within organization and behavior, which will work as mediator between employees and information need.  Organization should employ system of intranet. Intranet can be defined as the system in which information can be disseminated within organization with more ease. File sharing is another techniques which an organization can follow so that information can be shared or disseminate between employees and in organization. Organization shall develop information base, intranets, masters’ database, online dashboards, united letterbox and so on. IT frameworks provides for remote access to the organization's electronic system, so you can telecommute or out and about.   

AC4.3 Implement a strategy to improve access to systems of information and knowledge.

Strategy to improve access to system of information and knowledge are as follows:
First organization has to decide what information shall be given access and what information shall not be access able. Development of new technologies has influenced organization to maintain access control and decide how & to whom access to information shall be given.  Organization shall conduct SWOT analysis on information access system of organization. SWOT analysis is conducted so that threats and weakness of organization’s information access system can be identified. Another strategy of access to system is cloud computing. Cloud is an system in which all information related to organization can be stored and access right is with company through id and password. Information regarding company and access to that information can be controlled through designing website that contains sufficient information about company. (Wilson, 2002).
The business must have intranet with the knowledge bank and all the representatives must continue including the new FAQs, and learning databases. This would make the business fast and customers would be more satisfied. Information technology (IT) advantages the business world by permitting associations to work even more proficiently and to amplify benefit. Quicker correspondence, electronic capacity and the assurance of records are favorable circumstances that IT can have on your venture. Information technology needs to do with machine applications, on which about every workplace is indigent. Since mechanized frameworks are so broadly utilized, it is beneficial to join information technology into your association.

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References

Blair, D. C. (2002). Knowledge management: hype, hope or help. Journal of the American Society for Information Science and Technology, 53(12): 1019-1028. 
Carney, M. and Mew, K. (2003). Airport governance reform: a strategic management perspective. Journal of Air Transport Management, 9(4), 221-232.
Cleland, D., & Gareis, R. (2006). Global project management handbook. New York: McGraw-Hill.
Gilchrist, A. (2003). Thesauri, taxonomies and ontologies – an etymological note. Journal of Documentation, 59(1): 7-18.