Competency Based Qualification

Communication Skills

Film and Television Production

Unit Aim

The unit aims to provide students with a strong framework for the development of practical communication skills in an organisational setting. Students will be introduced to the theory of effective communication and how communication is used in an organisational context. Students will discover how effective communication can help to resolve conflict in the workplace and will be able to demonstrate effective and efficient written and verbal communication skills.

Unit Content

1 Understand how to communicate effectively 

  • Meaning and definition of communication e.g. giving, receiving or exchanging ideas, information, signals or messages through appropriate media
  • Communication as a process e.g. seven stage process: source. encoding, channel, decoding, receiver, feedback, context.
  • Communication models e.g. linear, interactional, and transactional.
  • Categories of communication e.g. verbal, non-verbal, written, visual
  • Barriers to communication e.g. physical, cultural, language, perceptual, interpersonal, gender

2 Understand organisational communication systems

  • Formal communication networks in organisations e.g. definition; types, e.g. chain, wheel, star, all-channel, circle, top down, bottom up, one way, two way
  • Informal communication networks in organisations e.g. single strand, gossip chain, probability chain.
  • Importance of communication for organisation success e.g. facilitates understanding, increases efficiency, builds stronger relationships, employees feel part of the process and involved in decision-making process
  • Communication for effective teamwork e.g. building relationships, sharing of goals, sharing of knowledge, building trust, motivation, stimulation of desired behaviour, inspire loyalty
  • Digital media communications e.g. Purpose e.g. communicate information to target audience, market a specific brand or product, respond to social media communications. Types of digital media platforms, e.g. websites, intranet, mobile devices, social media (TwitterTM, FacebookTM, LinkedInTM). Tools and channels, e.g. social network, email newsletter, website, keywords, mobile social media, mobile websites, blogs, video sharing, podcasts, forums, social bookmark, online vouchers, image sharing, social gaming, virtual worlds.

3 Demonstrate effective written communication skills 

  • Purposes of written communication e.g. to inform, respond, or persuade.
  • Written communication media e.g. essays, memos, reports, proposals, press releases, circulars
  • Structuring written communications e.g. as appropriate to the communication requirements and to the audience, in line with organisational templates/business conventions, house style, appropriate business format, professional language, use of paragraphs, spacing, correct spelling, tone and grammar, appropriate use of technical language (abbreviations and acronyms).
  • Reviewing written communication for accuracy and clarity, e.g. use of checklists, templates, editing/proofreading, feedback from others, checking facts, figures and names, use a dictionary/spell-check, punctuation and grammar checking.

4 Demonstrate effective verbal communication skills

  • Verbal communication skills and techniques, e.g. formality of language, tone of voice, pace, questioning, summarising and checking understanding; communication style, e.g. knowledgeable, confident, assertive, clear, accurate, courteous, respectful.
  • Non-verbal communication techniques to enhance and reinforce messages e.g. active listening, facial expressions, eye contact, gestures, posture, mirroring others, use of silence/pauses
  • Adapting verbal or non-verbal communication when required, e.g. differing levels of understanding, communicating with large groups, people with specific characteristics protected under equality law, dealing with queries or complaints, dealing with conflict; how to adapt verbal or non-verbal communication, e.g. listen and assess reactions, observe and mirror behaviours, repeat and summarise; use language, tone, pace and level of formality appropriate different audiences.
  • Confirming understanding, e.g. questioning, listening, look for facial expressions, body language.

5 Understand conflict and negotiations in a business environment 

  • Causes of organisational conflict e.g. Bell and Hart’s Eight Causes of Conflict: conflicting resources, conflicting styles, conflicting perceptions, conflicting goals, conflicting pressures, conflicting roles, different personal values, and unpredictable policies
  • Conflict handling strategies e.g. accommodating, avoiding, collaborating, compromising, competing.
  • Techniques to manage conflict, e.g. listening and showing empathy, investigating conflict, identifying the root cause of conflict, identifying options to resolve conflict, offering alternative solutions, agreeing a way forward, implementing solutions, monitoring progress of conflict resolution activities, considering preventative strategies.
  • Stages of negotiation: preparation, discussion, clarifying goals, working towards a win-win outcome, agreement, implementing a course of action.
  • Elements of successful negotiating: good interpersonal skills, e.g. effective communications, body language, building rapport, etc.; positive attitudes and behaviours (confidence, interest in the other party); knowledge of the issues in question; understanding negotiation process, e.g. preparation, other party's approach, etc.

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