Unit One
Work Roles & Communication
Part Ⅰ Reading
Text A
Background Information
Teamwork is a joint action by two or more people or a group, in which each person contributes with different
skills and expresses his or her individual interests and opinions to the unity and efficiency of the group in order to
achieve common goals.
This does not mean that the individual is no longer important; however, it does mean that effective and
efficient teamwork goes beyond individual accomplishments. The most effective teamwork is produced when all
the individuals involved harmonize their contributions and work towards a common goal.
Reading Text A
The Success of Starbucks
Because of rapid globalization over recent years, the competition around the world becomes more intense,
especially for the service industry with the similar products. The most critical point for business to succeed is not
only the quality of products they supply, but the atmosphere of cooperating and the amount from yield of
teamwork in retail sales. The employees who always deal with customers and can realize what customers really
need are first-line staff. Therefore, it turns to be essential for companies to motivate, reward and train their
employees to be the best quality personnel.
Starbucks began by three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who knew each other in the
University of Seattle. In 1971, the first name of their store is "Starbucks Coffee, Tea, and Spice" in Seattle,
Washington's Pike Place Market. Starbucks Corporation, the most famous chain of retail coffee shops in the world,
mainly benefits from roasting, selling special coffee beans and various kinds of coffee or tea drinks. It owns about
4 000 branches in the whole world. Moreover, it has been one of the most rapidly growing corporations in
America as well. The reasons why Starbucks is worldwide popular are not only the quality of coffee, but also its
customer service and cozy environment. Starbucks establishes comfortable surroundings for people to socialize
with a fair price, which attracts consumers of various ages to get into the stores. Besides, it is also noted for its
satisfaction of employees. The turnover rate of employees at Starbucks was 65% and the rate of managers was
25% a year. However, the rates of other national chain retailers are 150% to 400% and 50% respectively.
Compared with them, the turnover rate of Starbucks is much lower than other industries on average. As a result,
Starbucks would be one of the optimal business models for cooperation and teamwork.
Teamwork can not only construct a small social structure in organization for employees to socialize, but also
is a composite of various kinds of members who are equipped with different background of skill and knowledge
on account of the mission. Each member plays an important role in the teamwork; therefore everyone in that team
can meet their need for getting acquainted with different colleagues and learn new skill from each other. Thus the
definition of teamwork is a social system including more than three people in an organization or context. These
members identify others as one member of the team and they have the same goal.
The CEO of Starbucks corporation, Howard Schultz, considers that the tip of success in Starbucks is not
coffee but employees, especially the cooperation among employees--teamwork.
1. Equal treatment
The managers in Starbucks treat each workpeople equally and all of the staff are called
Unit One Work Roles & Communication partners', even t he supervisors of each branch are so called as well. In
order to narrow the gap between managers and employees, they also co-work with the basic level staff in the front
line. Due to this, they can maintain a good management system and create a much closer and more familiar
atmosphere than other places, which makes not only employees enjoy their job but also customers affected by
their enthusiasm.
2. Listen to employees
Starbucks has a well-organized communication channel for employees. It places a great importance on
labours. For example, managers plan the working hours per worker and arrange the schedule of time off, and meet
their requirements according to their wants. There are interviews every week to see what employees' need is. A
special survey called "Partner View Survey" is taken off approximate every two years. The managers can receive
feedbacks through the event on which part should be improved or what issue should be paid more attention to.
The partners have the right to figure out what is the best policy for them, and the directors show a respect for
each suggestion. Starbucks even wants every employee to join in making and developing plans, then achieving
their goals all together. As a result, the policies and principles are communicated between all staff, and there is no
limitation in employees' personal opinions. For this reason, business could improve, even innovate their strategies
by different ideas.
3. A goal of public welfare
Starbucks has endeavored to create "third place" (outside from home or office) for people to take a rest.
They want to provide such a comfortable environment to increase the harmoniousness of the society. Apart from
this, Starbucks contributes part of its profits to public service: on the other hand, it also sets a goal to improve and
donate to the society. As a consequence, the aim makes all staff have an idea that what they do for Starbucks is for
the society as well. As the goal theory, Starbucks sets a challenging and specific goal, and it permits all partners to
decide the direction. Afterward, employees embrace to do what they chose and they get some feedbacks from the
goal. The concept causes an increase of the power of agglomerating and enthusiasm in relation to a positive effect
to the profit of Starbucks.
Starbucks changes the behaviors and view points of global consumers to coffee, and this example of success
has caught global attention. Nevertheless, it was also a small retail coffee shop in North America initially.
Nowadays, it is not only one of the fastest growing corporations, but also an outstanding business model with
lower employee turnover rate and higher profit performance. A good relationship between managers and
employees could maintain a high quality of performance. As the case of starbucks shows, using the correct
strategy would lead to a successful path.
Exercises
Ⅰ. Match the word with the appropriate meaning.
A. an advantageous gain or return
B. an evaluative response
C. to take up willingly or eagerly
D. the sale of goods in small quantities directly to consumers
E. become collected into a mass
F. great excitement for or interest in a subject
G. most favorable or desirable
1. feedback
2. optimal
3. embrace
4. retail
5. profit
6. agglomerate
7. enthusiasm
Ⅱ. True or False.
8. The most important point for business to succeed is only the quality of products they supply.
9. Starbucks Corporation mainly profits from roasting, selling special coffee beans and various kinds of
coffee or tea drinks.
10. The policies and principles can not be communicated between all staff in Starbucks.
11. The managers in Starbucks and the supervisors of each branch are called partners.
12. A special survey called "Partner View Survey" is taken off approximate every year.
Ⅲ. Multiple Choices.
13. The employees who can understand what customers really need are ______.
A. managers
B. first-line staff
C. supervisors
D. CEOs
14. Which of the following is not true according to the passage?
A. Starbucks is worldwide popular due to the quality of coffee.
B. Starbucks is worldwide popular due to the price of coffee.
C. Starbucks is worldwide popular due to customer service.
D. Starbucks is worldwide popular due to comfortable surroundings.
15. Which of the following is true according to the passage?
A. The managers in Starbucks treat each work people unequally.
B. Starbucks has no communication channel for employees.
C. Starbucks has endeavored to create "second place" for people to take a rest.
D. Starbucks changes the behaviors and attitudes of global consumers to coffee.
16. In order to narrow the gap between managers and employees, they also co-work with the basic level
staffs in the front line, which can maintain ______.
A. a good management system and create a more intimate and familiar atmosphere
B. a good management system and create a leisurely atmosphere
C. a loose management system and create a much closer and more familiar atmosphere
D. a loose management system and create a relaxing atmosphere
17. From this case, we can deduce Starbucks attach great importance to ______.
A. individual effort
B. teamwork
C. individual ability
D. serious atmosphere
Ⅳ. Answer the questions.
18. What else do you know about Starbucks?
19. Can you introduce any other example to show the importance of teamwork?
20. What should you do to balance the team work spirit and competition well?
Text B
Background Information
Business communication is used to promote a product, service, or organization; relay information within the
business: or deal with legal and similar issues. It is also a means of relaying between a supply chain, for example,
the consumer and manufacturer.
At its most basic level, the purpose of communication in the workplace is to provide employees with the
information they need to do their jobs.
Business communication encompasses a variety of topics, including Marketing, Branding, Customer
relations, Consumer behavior, Advertising, Public relations, Corporate communication, Community engagement,
Research & Measurement, Reputation management, Interpersonal communication, Employee engagement, Online
communication, and Event management. It is closely related to the fields of professional communication and
technical communication.
Business is conducted through various channels of communication, including the Internet,
Print(Publications), Radio, Television, Ambient media, Outdoor, and Word of mouth.
Reading Text B
Midnight Apps Had Failed
A small little application called Cha-Ching, developed by Midnight Apps, was offering licenses for its next
version in the Macheist bundle. Users would be invited to beta test the next version of Cha-Ching if they bought
the bundle and all was glorious.
Unfortunately, what happened was a complete failure of Midnight App's communication strategy for the
application. It really starts with this thread on the Macheist forums. While the developer did respond in this forum,
you can sense the frustration stemming from a lack of progress updates from the developers. In fact, in the thread
where people are wondering where the beta application is, the conversation starts to turn against the company.
The conversation gets so heated, that users begin recommending other applications. One forum poster takes a
stab at Midnight Apps by recommending Moneywell: the reason given-- "developers are committed". The
commentator "rookie" even goes so far as to say "So I take it, we've given up on ever seeing Cha-Ching 2.0?" This
hostility then pours out to their own forum where people post threads like this one. Midnight Apps had failed to
meet their promise of a beta, and then failed to communicate why. The users were revolting, but they weren't just
angry, they started recommending other products.
So why did many of the forum users recommend Moneywell? What was the difference?
Communication is the only way
The answer was quite simple.Kevin Hoctor, the developer of Moneywell, is a master of support and
communication. You can take one quick glance at nearly every single post on the Moneywell user forums and see
that Kevin is involved in nearly every one. This approach constrains his time and his resources, but the man is still
able to release builds and fixes. While Moneywell is not updated weekly, his customers feel confident in their
software choice. This is what lead disenchanted Cha-Ching users to point others in his direction, and his
communication efforts explain one of the modem tenants of good business and why Midnight Apps created a mess
for themselves. Steady communication builds steady/loyal customers
Communication, and a steady channel of communication, is what turns a good company into a fantastic
company. It is one of the key tenants of modem web applications, where the principle concept is "ask the users" .
People feel more invested in their software, their design and their website if they are constantly reminded of your
awareness of them.
There are always exceptions to the communication rule, and there are instances of constant user feedback
ruining communication. However, most websites, software, and pretty much any consumer/business relationship
benefits from having a steady stream of updates. It builds consumer trust and lets the user know their co-existence
with your product is valid.
There is a happy ending to this story
The great news is that Midnight Apps realized their stream of non-communication was not worth the
productivity time it gave them. They could generate more users and carve out more interest in their application by
opening themselves up and talking about what happened. They even asked "How are we doing?" to extremely
positive reviews after their communication efforts increased 100-fold. This goodwill has spread to their business
and applications, as Cha-Ching for iPhone is an excellent application.
Constant communication, even if you feel like you have nothing to say, makes everyone feel involved in the
process. Don't waste it just saying hello, or talking about the weather, but explain what you're doing and what's
happening. Don't wait for the juicy update, give micro-updates. People will always want to know more about
what's coming, but a taste of what's happening now will appease them. It doesn't take a lot of effort to send out a
weekly email, but its reward is almost 1 000%. So, get on with it.
Vocabulary
Exercises
Ⅰ. Match the word with the appropriate meaning.
A. to attract and delight
B. to feel disgust or repugnance
C. to make or form by or as if by cutting
D. to bind or obligate, as by a pledge
E. the act of preventing from accomplishing a purpose or fulfilling a desire
F. to bring up to date
G. a medium of open discussion or voicing of ideas in a website
1. revolt
2. commit
3. enchant
4. update
5. carve
6. frustration
7. forum
Ⅱ. True or False.
8. The developer of Cha-ching didn't respond in Macheist forum.
9. One forum poster, takes a stab at Midnight Apps by the reason of recommending Moneywell given by a
forum poster is "developer is committed".
10. Communication builds consumer trust and lets the user know their co-existence with your product is
valid.
11. Cha-Ching has been used on iPhone.
12. Constant user feedback will facilitate communication, instead of ruining it.
Ⅲ. Multiple Choices.
13. Why did Midnight Apps fail?
A. Because the users diliked this company.
B. Because the users did not accept the new product of this company.
C. Because the users would not be invited to beta test the next version of Cha-Ching.
D. Because the company had failed to meet its promise of a beta, and then failed to communicate why.
14. Which of the following is true according to the passage?
A. The developer of Moneywell is not good at support and communication.
B. The developer of Moneywell is skilled at support and communication.
C. Moneywell is updated everyday.
D. The communication efforts made by Moneywell is not a success.
15. The main concept of modem web applications is ______.
A. developer is committed
B. ask the users
C. recommending other companies
D. know more about the product
16. Midnight Apps ______that their stream of non-communication was not worth the productivity time it gave
them.
A. came to know
B. failed to see
C. were confused
D. got angry
17. What can be inferred from this passage?
A. Communication with the customers is wasting time to a company.
B. Communication with the customers is not rewarding.
C. Constant communication with the customers is crucial to a company.
D. Good products are crucial to a company.
Ⅳ. Answer the questions.
18. Why did Midnight Apps fail to meet their promise of a beta?
19. Which factor do you think is the most important to a successful communication?
20. What are the methods to communicate well through internet?
Ⅴ. Questions 21-30.
Read the article below about the importance of communication in business.
For each question 1--10, write one word in CAPITAL LETTERS on the answer sheet.
One of the most important features in any business is communication. Good communications are required at
all stages of the business process. Businesses employ, and are owned and run by, various groups of people.
Workers, directors and shareholders are three important groups closely involved
(21) . a business. Other
influential groups include customers, suppliers and the government.
Communication takes place
(22) these groups and the individuals who make (23) the groups.
Within individual companies internal communications occur at, and between the various levels. Directors
communicate
(24) one another concerning the company's overall strategy. They inform managers of their
plans, and the managers then communicate with the other employees. Negotiations are conducted concerning pay
and working conditions. Managers communicate decisions and orders and try to improve morale and motivation
(25) good communication. Employees also communicate with each other, for example over production and
wages.
External communication occurs when a company's directors or employees communicate with those
individuals and groups (26) deal with the company. Shareholders receive copies of the company's annual
accounts, together (27) the reports of the Chairman and Directors. Government departments require statistical
and financial information from the company. An advertising agency is consulted (28)
the company's
advertising policies. Customers need to know if goods have not been despatched and suppliers contacted
(29)
their goods have not been delivered. Reliable and effective communication is one of the key elements which leads
(30) efficient management of a company.
Answer Sheet:
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
Part Ⅱ Writing
Notice
Notice, an effective written method of communication, is mostly written to tell people something that is
about to happen or, sometimes, something that has happened. Business notice aims to inform staff, of each kind of
business affairs. It may be announcements of business or job arrangements, holding of meetings, changes of plans,
rules and regulations that should be obeyed. Notices are business information delivered from superiors to inferiors,
or from one unit to another. A notice includes at least three parts: date, place and activity.
Format of notice
There are basically five parts in a notice:
1. Date. Place the date on which the notice is delivered on top right comer.
2. Headline: Write "Notice" or "NOTICE" in the middle below the date and above the message.
3. Salutation: Write salutation like "Dear colleagues" before the message. This part is optional.
4. Body: The specific content is stated as the body of the notice.
5. Closure: Put the name and the job title of the addresser that is the person or unit delivering the notice on
the right-hand comer below the body.
Principles of writing notices
1. Notices should be briefly and directly written.
2. The body of notices should be written in complete sentences.
3. There should be no redundant words or expressions.
4. Notices should be short. The language used should be simple, concise, polite and appropriate according
to the addressee.
5. If necessary, capitalize, italicize or underline the important information for emphasis.
Example
May 10,2009
NOTICE
Board Members,
The Board of Directors, which met today has called the Annual General Meeting of Shareholders(AGM)to be
held on May 21,2009 at 3 p.m. at the Meeting Hall. The Board of Directors will propose to the AGM the
appointment of three new Board Members, the ratification of the co-optation of two Board Members and the
renewal of four current Board Members. This meeting will also discuss and examine proposals on strategic
developing programs of the company. All Board Members are requested to attend on time.
Office of Pacific Ocean
Corporation
Practice
Situation: You are an administrative manager of Five-Star Sales Corporation. Your company has been moved to a
new office recently. You are asked to send a notice to Mr. Smith, your client to inform the new address and phone
number. New address: 1575 Oak Avenue Apt.75, San Francisco, California 95036. Telephone: 550-5428.
Part Ⅲ Listening
Part One
Questions 1-12
Conversation One (Questions 1-4)
Look at the form below.
You will hear a conversation between a customer and a waiter in a restaurant.
Ordering List
Table No: (1)
Name of Customer: Mr. Green
Dishes: Drink 2 (2) of beer.
Main Dishes: (3) with red wine
beef (4)
Conversation Two (Questions 5-8 )
Look at the form below.
You will hear a man calling about renting an apartment.
Hiring Registration
Date: 5th Jan. Time: (5)
Name of the customer: Kate Murphy
Contact No: 55322788
Service Details:
1. An apartment near Sunny street, with
(6) and heating system.
2. Rent: on more than 120pounds a month, including water and (7)
3. Renting Period: about 1.5 years from (8)
Conversation Three (Questions 9-12)
Look at the note below.
You will hear a conversation taking place in a customer's office
Purpose of Visit: (9)
Temporary Staying Place: mainly with (10)
Staying Period: about (11) months
Leaving Date: (12)
Part Two
Questions 13-22
Section One (Questions 13-17)
You will hear five short pieces.
For each piece decide what the speaker is talking about.
Write one letter(A--H)next to the number of the piece.
Do not use any letter more than once.
After you have listened once, replay each recording.
A. catalogues
B. boxes
C. books
D. Greeting cards
E. radio programmes
F. weather
G. TV programmes
H. cars
Section Two (Questions 18-22)
You will hear another five recordings.
For each piece decide what the speaker is doing.
Write one letter(A--H )next to the number of the recording.
Do not use any letter more than once.
After you have listened once, replay each recording.
A. claiming
B. regretting
C. washing
D. watching
E. drinking
F. playing
G. depositing
H. toasting
18. ______
19. ______
20. ______
21. ______
22. ______
Part Three
Questions 23-30
You will hear a talk about management.
You have to complete the sentences 23--30 by choosing the correct answer.
Mark one letter A, B or C.
23. In the last eight years, Concordia has ______.
A. made over 80 000 employees redundant
B. completed a period of downsizing
C. reduced its workforce of 80 000 by 35%
24. From Concordias’ point of view, the role of communication is to ______.
A. win employees' sympathy before going ahead with the changes
B. change the company's core activities.
C. emphasize the positive aspects of the changes
25. What does research show about most employees' response to change ?
A. They expect it to have a bad effect on the company.
B. They feel completely powerless.
C. They become less loyal.
26. Concordia is now remaking itself as a service company, however in the past, it was ______.
A. a trading company
B. an engineering company
C. a manufacturing factory
27. Employees seem to take a ______ attitude toward the company's claims.
A. skeptical
B. positive
C. negative
28. The general rule in company communication is to tell the employees ______.
A. in general not in detail.
B. to act on your orders.
C. as much as you can as soon as you can.
29. Concordia puts responsibility for communication firmly on ______.
A. supervisors
B. line managers
C. general managers
30. According to the article, middle managers and line managers are ______ to communication.
A. not important
B. very important
C. less important
Part Ⅳ Speaking
Task 1 Mini-presentation
What is important when communicating with others?
--Make it personal
--Be formal but not stiff
--Be clear and concise
--Reply to correspondence quickly
Task 2 Role-Play and Discussion
Task Arrangement
Your company is going to attend a trade fair in the US. You and other three colleagues are asked, to make
preparations for it. Discuss the situation with your colleagues.
Discuss and decide together:
--how to make travel and accommodation arrangements?
--how to communicate successfully in a foreign country?
Unit One
Part Ⅰ Reading
Text A
Ⅰ. 1. B
2. G
3. C
4. D
5. A 6. E
7. F
Ⅱ. 8. F
9. T
10. F
11. T
12. F
Ⅲ. 13. B
14. B
15. D
16. A
17. B
Text B
Ⅰ. 1. B
2. D
3. A
4. F 5. C 6. E
7. G
Ⅱ. 8. F
9. T
10. T
11. T
12. F
Ⅲ. 13. D
14.B
15. B
16. A
17. C
Ⅴ. 21. WITH
22. BETWEEN
23. UP
24. WITH
25. THROUGH
26. WHO
27. WITH
28. ABOUT
29. IF
30.
TO
Part Ⅱ Writing
May 18,2009
Notice
Dear Mr. Smith,
From Monday, July 1,2009, Five-star Sales Corporation of America's Western Regional Office will be
located in our new offices at 1575 Oak Avenue Apt.75, San Francisco, California 95036. The telephone number
for this new location is 550-5428. I am looking forward to further cooperation with you.
Your Sincerely,
Kevin Johnson
Administrative
Manager
Corporation
Part Ⅲ Listening
Part One
Conversation One: 1.3
2. bottles
3. Chicken
4. well-cooked
Conversation Two: 5.10:30
6. air-conditioner
7. gas
8. February
Conversation Three: 9. on business
10. clients
11. three
12. April 18th
Part Two
of
Five-Star
Sales
Section One. 13. H
14. F
15. A
16. G
17. D
Section Two: 18. D
19. H
20. G
21. B
22. A
Part Three
23. A
24. C
25. C
26. B
27. A
28. C
29. B
30. B
Conversation one
F1: Hello! Welcome to our restaurant.
M1: Hello! I have booked a table for 2 people.
F1: Are you Mr. Green?
M1: Yes, I am.
F1: then, come this way, please!
M1: Thank you. Could you show us the menu?
F1: Here you are, Sir.
M1: Well, well, there are so many beautiful names, but I have no idea what they really are. Can you
recommend something for us?
F1: I suggest you should have today's special.
M1: And what's that?
F1: It's chicken with red wine, mushroom, onion and garlic.
M1: it sounds delicious. Well, we don't like onion and garlic. Do you have beef?
F1: Yes, sir. How do you like it?
M1: Well-cooked.
F1: Yes, sir. Would you like something to drink?
M1: Just two bottles of beer.
F1: Anything else?
M1: No, thank you.
Conversation Two
M1: Good morning. Can I help you?
F1: Oh, yes. I want to rent an apartment. My name is Kate Murphy.
M1: Is it K-A-T-E, M-U-R-P-H-Y.
F1: Yes, that's right.
M1: then what kind of apartment do you prefer?
F1: Well, I want to live near Sunny Street.
M1: Sunny Street, right. Anything else?
F1: the rent should not be more than 120pounds a month, including water and gas.I'd like an air
conditioner and heating system.
M1: How long are you going to rent it?
F1: About a year and a half, from February.
M1: Do you have the contact number?
F1: It's 55322788
M1: OK! As soon as I find an apartment I will call you.
F1: Thank you. I'm looking forward to your answer.
Conversation Three
M1: Welcome to Paris. May I see your passport? Oh I see you've never been here before.
F1: No, this is the first time I have been to Paris.
M1: Er, what's the purpose of your visit?
F1: I'm on business.
M1: Where are you going?
F1: I'm going from here to London, then to Edinburgh and then back to Paris.
M1: Where are you going to stay?
F1: Well, mainly with my clients.
M1: And how long are you going to be here?
F1: Well, about three months.
M1: Er, what's the date of your return?
F1: Could you make it the 18th of April?
M1: Ok!
F1: Thanks a lot.
Part two
Question Thirteen
It uses lighter material in the body and frame. It adopts a new kind of carburetor which cuts down
on petrol consumption. That will save your money. The steering and brakes are powerful. You can
take a test drive and see how it runs.
Question Fourteen
It is said in the newspaper that the temperature will be in the mid-eighties Fahrenheit in the east
today. No rain is expected, and the forecast says the temperature won't go below seventy-five for the
next week or so.
Question Fifteen
There was a big box like piece of furniture with lots of long drawers that had cards inside. Each
card represents a different book. These cards are all arranged in alphabetical order. If you know the
name of the book, the name of the author, or the subject, you'll be able to find the book you need.
Question Sixteen
I started with some game shows this morning. I answered almost all the questions correctly. At 11:
30 1 switched to the cable channel and the film was so boring that I changed to Channel 5. That's
Animal World. But I was so tired that I fell asleep.
Question Seventeen
This looks funny, but I don't know if it has the same sense of humor as me. This second one is pretty,
but it doesn't have any of my personality or taste in it. Oh, I like this one. The design is attractive
and the message is warm and friendly.
Question Eighteen
As this is the last week in September, the two teams we're going to watch tonight are tied for first
place in this season. They both want to make the play-offs, so they'll be playing their best.
Question Nineteen
Thank you for your invitation. Our company is willing to explore with your corporation the
possibility of closer ties through joint ventures. Here, let me propose a toast to the success of our
negotiations and to our friendship and future cooperation.
Question Twenty
Accounts will be charged five pounds a month service fee if the minimum balance falls below four
hundred pounds at any time during the stated period. You may keep three pounds in your account,
but we charge you five pounds a month.
Question Twenty-one.
Thank you for asking me. You've already done a lot for the children. I believe this tea party on
Friday will attract more people's attention to the children's problems. Unfortunately I've got an
appointment then.
Question Twenty-two
The package containing the records appeared to be in perfect condition. But when we unpacked it
with great care, we found that one record was completely smashed. Could you send us a new one?
1'll return the broken one at once.
Part Three
In the last few years， managers throughout industry have seen more changes than many of
them could have expected to see in their entire working lives. Having to communicate information
which often leads to feelings of insecurity has become a key activity. From being regarded as
relatively unimportant in many companies ，management employee communication has become a
central corporate need.
Concordia International provides a good example of a company that has adjusted well to the
changing needs for communication. since 1995 ，Concordia has been turned inside-out and
upside-down， to ensure that it is a marketing –led， customer-responsive business， one that looks
outwards at customers and competitors， rather than inwards at its own processes and the way
things were done in the past. In the last eight years， Concordia has reduced its workforce by more
than 80,000 people - or 35% -on a voluntary basis，with further downsizing anticipated.
From being an engineering company， Concordia is now remaking itself as a service company.
The role of employee communication in such a context is to build people’s self-confidence， to
persuade them that， although it is inevitable that the changes will go ahead， they also bring with
them new opportunities for employees. However， this is not an easy task. People tend to be
skeptical of these claims and to feel that they are losing touch with the company they have worked
for over many years. This is understandable，since many of the old certainties are being swept
away ， including the core activities of the company they work for. Above all ， they have had to
face up to the fact that they no longer have a job for life.
Research indicates that people respond to this predicament in a variety of ways. The bulk of
employees fall into two main categories in terms of their response to the new situation：on the one
hand there are the “ pragmatists” and on the other “ the highly anxious”. The former see their job as
a means to an end and have a relatively short-term perspective， with strong loyalty to their local
term ， rather than the company as a whole . The second category， usually the majority， may
respond to threatened changes with a feeling of having been let down， and even feel angry at the
company for what they see as changing the terms of their employment.
The employee communication process needs to be capable of accurately directing its messages
at a variety of employee groups and departments within the workforce. This is why middle
managers and line managers are so key to communication. They are the people who know about the
full range of concerns among the workforce. The problem in the past was that this crucial area was
often the responsibility of a separate， relatively isolated unit. Concordia puts responsibility for
communication firmly on line managers. All their research points to the same conclusion：people
prefer to get their information face-to-face from their line managers. That is the key relationship and
where arguments and hearts and minds are lost.
The general rule in company communication is to tell employees as much as you can as soon as you
can. If you can’t provide details，then at least put the news in context and commit yourself to
providing greater detail when it becomes available. Another rule of company communication is that
there must be a fit between what the company is telling its employees and what it is telling its
shareholders.