Imagine that you have been hired to serve a Wilfred Blackburn’s communication consultant. In this assignment, Blackburn asks you for two deliverables:

Prudential Singapore Case Study

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Prudential Singapore Case Study

Part 1: Situation Analysis

Part 2: Stakeholder Analysis

Part 3: Communication Plan

In 2016, Prudential Company was categorized as the biggest company in the industry of life insurance of the UK, and the seventh in the world. It was founded in 1848 in London in the industry of insurance. It led in this industry for years, and has a reputation of reaching out to the working class through the sales team that goes house to house collect premiums (Perchthold& Bhattacharya, 2019). Prudential established a subsidiary known as Prudential Assurance Company Singapore (PACS) in 1931. As new entrants in the industry started to flood the market, the performance of PACS began to decline. The company is under the leadership of a new CEO called Wilfred Blackburn. (Perchthold& Bhattacharya, 2019). The purpose of the following discussion is to assess the communication networks for the company and a communication campaign for generating conversation with PACS employees.

Part 1: Situational Analysis

PACS SWOT Analysis

Wilfred Blackburn relies on the vertical communication network. His approach involves indulging sharing information from the top to the bottom through managers at different levels. The company uses horizontal communication approach, which has not been effective in achieving the set goals. As Wilfred was assuming his position, his primary role was restructuring the Prudential Company in Vietnam, where employees were required to share the open space plan (Perchthold& Bhattacharya, 2019). This is an ideal indication that his communication structure was vertical, where the staff and receive and send information to the authority (Perchthold& Bhattacharya, 2019).

Strength

Among the most significant strengths that the leadership of Wilfred may experience by vertical communication network is having clear lines of communication. This network eliminates all forms of ambiguity in communication since each employee is completely aware of the process of communication in the company (Parikh, 2018). There is a free flow of information between the management and employees. For example, the staff at the PACS can take orders directly from Wilfred, where they are in better positions to complete their assigned tasks accordingly through downward vertical communication (Perchthold& Bhattacharya, 2019). Individuals that may experience challenges or unclear instructions are free to forward their complaints to the supervisors, who can pass the same information to the CEO when need arise through a vertical channel of communication.

The vertical communication approach of Wilfred is effective in decision making. As the head of the company, he needs various forms of information to make significant decisions. Vertical communication will play a huge role in helping the CEO collect information from subordinates, including their challenges and the status of the company at ground level. Such information is integral in the decision-making process since it incorporates the most pressing issues that need redress in the company such as the declining market share and employees revenue (Perchthold& Bhattacharya, 2019). Vertical communication is ideal in establishing if everything is going according to the plans. The two-way communication strategy in this network ensures that any loophole in the performance of the company is sealed. Deviations in the company can quickly be reported by the employee upwards to the top management.

Vertical communication will also be significant to the leadership of Wilfred by the company to build relationships between the management and the staffs since the lines of communication are clear. Everyone is aware of the communication pattern, from who to receive orders and present complaints. This minimizes the incidences of conflicts among the employees as well as the management. The communication can be effective in solving the crisis of declining employees’ bonuses in the short term (Perchthold& Bhattacharya, 2019). There are no opportunities for confusion concerning the patterns and channels of communication, which is among the major sources of conflicts in most organizations.

Weaknesses

Vertical communication may be challenging in the management of PACS because it can easily lead to disruption of the internal environment of the company. Employees work and communicate according to the set system, and there is no scope of informal communication, which is necessary for promoting aspects such as diversity, which seems to be required at the PACS (Perchthold& Bhattacharya, 2019). It limits all forms of affection and attachment of employees towards each other because they are required to adhere to defined formats. Although too much affection may interfere with employees' performance, it is necessary for maintaining the internal environment of the company.

Another weakness that Wilfred may experience with vertical communication is that it is time-consuming because a message must be approved by the relevant managers. It hinders quick decision making since the chain of command has to be followed strictly. This network is not flexible, which makes it less favorable, especially in a large company like the PACS.

Threats

The current communication is prone to employees being neglected and de-motivated since the flow of orders is from the top downwards. The staff may feel that they are not components of the organizations, which lowers their morale. The company can face inefficiencies and a lack of productivity in the market.

Opportunities

An opportunity that exists in vertical communication for Wilfred is organizing the company into small departments. This can enable the departmental leaders to examine and have control over their departments to improve their productivity. Each layer can comprise the responsibilities that are stipulated clearly, that improve the efficiency of a company.

A horizontal network is made up of product managers that report to the top management. Each department has various lateral functional areas that are managed by product managers. Wilfred may adopt this communication approach because it makes employees free to execute their duties (Perchthold& Bhattacharya, 2019). They may attain higher levels of satisfaction and cooperation in the entire PACS. It is ideal for nurturing innovation that increases the competitive advantage of a company in the market.

A significant weakness that the CEO may experience with this form of communication is the lack of control that can result in finger-pointing, especially when problems arise. Besides, shifting from horizontal to another communication network may be challenging since the management requires intensive readjustments.

Wilfred can also adopt internal communication that involves all the levels of management with the junior staff. It can be effective in running the PACS since it motivates employees by offering ideal work relationships with their managers. This approach has great opportunities for achieving customer satisfaction.

One of its major weaknesses is that some employees may utilize it for their benefit, which can easily lead to conflicts and disruptions in the operations of an organization (Joseph & Thompson, 2019). It can also encourage wastage of time as the staff gossip with their colleagues. Some may not have adequate information due to fear of disciplinary actions and reprisal from their managers.

Action Equation

An action equation prepares the content that leaders aim to communicate to employees (Weaver, n.d). The equation starts by concentrating on the thinking patterns of the leaders concerning what the employees need to do to perform the required tasks. It involves supporting the position of a company on an issue or implementation of a strategy. The thinking is then expanded to cover the issues that employees need to know and feel to enable them to take the necessary actions (Martha & Boehm, 2008). The equation is presented in the form of Action equation (Know + feel =Do).

The recommendation of an action equation for PACS would first need to evaluate the status of the company. Although it is acknowledged for its performance in the market and continuous success, the company has recently been experiencing a declining market share that has caused a reduction in staff bonuses (Perchthold& Bhattacharya, 2019). The cause of these challenges could be rapid changes in the business environment.

Messages

Horizontal communication at PACS contributes to inefficiency of the company.

Do 1: Adopt a vertical communication process.

Know 1: Bureaucratic leaders that are, controlling and focused on short-term results have been PACS characterized PACS

Know 2: The new CEO (Wilfred) is acknowledged as a transformational leader.

Feel 1: The transformation may be challenging in the company but it is achievable.

Feel 2: Employees should be incorporated in the management of the company.

Do: 2 Increase their output to maximize market share of the organization.

Know 1: PACS has been traditionally a successful player in insurance industry.

Know 2: PACS has previously performed well in comparison to their players in the region.

Feel 1: PACS is in a better position of regaining its leadership position in the industry.

Feel 2: The leadership team of PACS needs more collaboration.

Do 3: Should improve their diversity.

Know 1: Employees are not aware of the most effective change strategy.

Know 2: PACS organizational culture is not clear to employees.

Feel 1: PACS need to evolve and adapt to market conditions.

Feel 2: PACS need to improve the rate of employees’ retention

This question forms the foundation of the roles and responsibilities of employees in supporting their leaders to achieve the goals of the organization. The Know element for this question should be, I work here because I know PACS impacts the lives of the customer in the insurance industry. The employees could also respond that I work at PACS because I know the organization values its employees (Perchthold& Bhattacharya, 2019). They would respond that I feel motivated working here because my efforts are valued. They would also answer that I feel honored working in this organization because it has a unique position in the market.

Wilfred should consider the question, how do we intend to accomplish the goal. The response could be, I know PACS has already existing organization culture, but it may need modification. The other answer could be, I know a change in management is necessary. The staff may state that I feel the need for PACS to acknowledge our efforts. They may also indicate that I feel de-motivated by the declining employee bonus.

Wilfred should consider the question, what do we aim to accomplish? The answer could be, I know PACS has a tradition of being a successful player in the industry, and the management aims to sustain its productivity. The answer could also be, I know PACS experiences declining market share, and the administration aims to remedy the situation. They could answer that I feel that I am here because to help the company maintain its success in the market. The other answer could be, as an employee, I feel that I have an obligation to offer my support to the improvement of communication process of PACS.

Part 2: Stakeholder Analysis

Part 3: Communications Plan

Business Objective 2

Increase employees’ coordination across various departments to improve their efficiency and boost their bonus by 30% in the next one year.

Primary audience

Employees of PACS

Influencers

PACS CEO, leadership team

Communication Objective

Improve communication between the junior staff and the management to improve their efficiency by 25% in the next one year.

The leadership team has to collaborate with the CEO to support him bring the necessary changes in the organization. They have the opportunity for bringing the change by improving the flow of information between the team leaders and the employees to increase their productivity, which is expected to increase employees’ bonus.

Communication Tactic

Description

One of the digital communication strategies that PACS should adopt is social media. It includes a range of technologies such as Facebook, WhatsApp, and Twitter, among others. This tactic has changed the mode of communication in organizations as well as in the ordinary lives of many people. It implies to the interactions of people on a common platform such as Facebook, where they create, and share and exchange information over networks. Most modern work environments have at least one more form of social media communication. The tactic can be paramount to the vertical communication of PACS. It can be effective in solving the discord and frustrations that exist among the staff in the organization (Perchthold& Bhattacharya, 2019). As the CEO of the company, Wilfred can merge other managers in a common WhatsApp group, where he can share information with other managers before dispersing it to the junior employees. The managers do not need to move in most cases when they want to discuss an issue with their peers since they can have online discussions over social media.

The tactic should be used immediately as when Wilfred assumes the role of the CEO of the PACS. It is possible because the tactic requires only a few strategies for implementations. The CEO only needs to create the groups and request the other people to join before they can initiate conversations. It should take place in multiple locations. For example, managers of each department can be requested to create a social media group of the department members alone. Consequently, each department will have a unique group.

Indicators of Success

Among the possible indicators of success that Wilfred should experience with the use of this tactic is a smooth communication process between the senior managers and the junior staff. The productivity of the organization should increase due to the clear sharing of information. This includes the instructions between the managers and employees.

Communication Tactic

Description

PACS should use a digital communication strategy for mobile apps. This tactic involves the development of websites for the company that operates on smartphones. These tools are developed from computers to improve the interactions of the company and the intended people. The use of this technology personalizes the experience of employees by ensuring that they get the exact information from the management without being manipulated (Brook, 2017). They are highly customizable and, therefore, PACS can use them in activities such as releasing memos, updating the employee on the progress of the company, and even collecting surveys from the employees. The staff, on the other hand, can use the apps to send their feedback to their managers in the form of vertical upwards and downwards communication.

The tactic should be utilized from the next month of Wilfred assuming his responsibilities as the new CEO of the PACS (Perchthold& Bhattacharya, 2019). The time frame should be provided to allow the development of the app according to the needs of the organization. Since it involves a company in Singapore, the app should be designed for the company alone and, therefore, it should be ready to be used by the stakeholders of the PACS only.

Indicators of Success

A notable metric that Wilfred should observe from the use of the app is increasing in employee satisfaction (Perchthold& Bhattacharya, 2019). Since the app facilitates the free sharing of information from the employees and the managers directly, it is expected that the communication of PACS will improve, and the staff will perform their duties more efficiently.

Communication Tactic

Description

A face-to-face tactic that may help achieve the communication objectives of the PACS is presentation. It can be formal or informal. It is a means of communication that involves a speaker and the audience that can be an individual or a group of people. It could be in the form of giving instruction or even presenting a complaint (Brook, 2017). The presentation can be a personal presentation or skills presentation. The tactic can be used by the managers as well as employees in communication. For example, the managers and supervisors may present instructions while employees may present their complaints.

The timeframe for using this tactic should be instantaneous. This means that any party that is interested in using this strategy may use it whenever necessary. However, it should be common for supervisors to give directions to employees. The tactic should be used within and outside the organizations, such as in situations where the managers present the reports to the head office of PACS.

Indicators of Success

The indicator that Wilfred should assess concerning the tactic of presentation is the use of simplified methods of giving directions to employees. The CEO can consider the mode of employees to interact with the management (Perchthold& Bhattacharya, 2019). It is expected that employees should develop confidence, motivation, and work satisfaction after using this tactic.

Horizontal Communication Network

Business Objective #1

Strengthen the relationship with employees to increase the market share for PACS

Stakeholders

Primary audience

Prudential Assurance Company Singapore

Influencers

The CEO (Wilfred) and other leaders of the company

Communication objective

To build better working relationships between the CEO and other leaders at PACS and increase the market share by 25% in the next one year.

PACS aim to turn the business around, improve the working environment and invest in future to restore its declining market share. The company has been successful in the past and it has also been a traditional performer (Perchthold& Bhattacharya, 2019). However, changes in the industry have resulted in the PACS losing some of its market shares. The CEO in support of the other leaders has the responsibilities of realizing these changes.

The horizontal communication network will comprise the tactics that will be used to share information between departments and managers at the same hierarchy in PACS. It will involve meeting with the heads of departments and ensuring brief and precise communication.

Communication Tactic

Description

A tactic of horizontal communication that will be preferred is print newsletters. They can include news, events, and periodic updates. It is an ideal strategy for maintaining connections and communication with the involved divisions. This tactic will be integral to the managers of different departments at PACS, where they will be linked together through the newsletter (Mellinger, 2019). The use of this tactic can be immediately after Wilfred takes the leadership position, and it should continue weekly as well as when a need arises. It should be in multiple locations that involve all the departments of the organizations. The indicators that Wilfred should consider as success is limited movements of the department heads from one office to another in pursuits of updates.

Communication Tactic

Description

Direct messaging is an ideal tactic of horizontal communication. It is a secure and instant mode of direct communication, especially when a few individuals are involved in communication. The message can be delivered to the intended people, even if they are offline (Mellinger, 2019). This mode of communication should be used by the managers to share information, especially when instant responses are required. For example, the head of the Human Resource department can message the Head of Finance department when the two offices need to exchange files through emails, and one of the heads is offline. It can be an ideal solution to the PACS especially because each unit prefers to work in its own silo (Perchthold& Bhattacharya, 2019). This tactic should be executed instantly because it is cheap and needs less or no training.

Indicators of Success

The tactic can take place in multiple locations, depending on the relationships between the involved departments. The indicators of success include improvement in the real-time sharing of information between the departments. This results in efficiency in the overall productivity of the organization and job satisfaction of the managers.

References

Brook, J. (2017). The importance of employee communication apps for increasing employee engagement. Retrieved from https://www.socialchorus.com/blog/employee-experience/employee-communication-apps-increasing-employee-engagement/

Francis, D.J. (2018). Social Technographics: Forrester and the ROI of social media. Retrieved from https://www.fastcompany.com/851239/social-technographics-forrester-and-roi-social-media

Joseph, C. & Thompson, J. (2019). Advantages & disadvantages of a vertical & horizontal organization. Retrieved from https://smallbusiness.chron.com/advantages-disadvantages-vertical-horizontal-organization-24212.html

Martha, B. & Boehm, M. (2008). Beyond the babble: Leadership communication that drives results.

Mellinger, B, B. (2019). Advantages & disadvantages of instant messaging in business. Retrieved from https://smallbusiness.chron.com/advantages-disadvantages-instant-messaging-business-21284.html

Parikh, V. (2018). Advantages and disadvantages of vertical communication. Retrieved from https://www.letslearnfinance.com/advantages-and-disadvantages-of-vertical-communication.html

Perchthold, G & Bhattacharya, L. (2019). Prudential Singapore: Subsidiary CEO succession-Trick or treat. Singapore Management University.

Weaver, J. (n.d). How to effectively communicate your strategic plan to employees. Retrieved from https://www.clearpointstrategy.com/communicating-strategy-be-effective/