FACULTY OF APPLIED SOCIAL SCIENCES

JANUARY 2016

ABCR2103

PRINCIPLES OF CORPORATE COMMUNICATION

MATRICULATION NO :

860715305116001

IDENTITY CARD NO. :

860715305116

TELEPHONE NO.

016-7144431

E-MAIL

thava1986@oum.edu.my

LEARNING CENTRE

Malacca Learning Centre

CONTENT
1.0

INTRODUCTION
1.1

2.0

THE COMPANY

INTERNAL COMMUNICAION
2.1 CATEGORY 1: FORMAL
2.2 CATEGORY 2: INFORMAL

3.0

BENEFITS OF EFFECTIVE COMMUNICATION

4.0

PROBLEMS AND CHALLENGES FACED BY

THE ORGANISATION.
4.1 RECOMMENTATION

5.0

CONCLUSION

6.0

REFERENCES

7.0

APPENDIX

1.0

INTRODUCTION

In order to be perceived as good company it is not just enough to have a good reputation and
results. It is also very important to create a good working environment for employer and
employees with possess knowledge in attracting new customers. This is where the term employer
and employee branding emerges. So it is very important that company know its internal
environment for company's long-term success, achieve the objective and goals. An organisation
should know their employees to prevent that they become dissatisfied with working conditions,
feeling unpleasant or unheard. This is the point of internal communication to avert it, as from the
internal communication forms in a straight manner depends what picture organisation's
representatives are going to convey to the external audience. It is of the enthusiasm of
organisation to know their clients, to be capable legitimately to publicise and advance their
items, in the same time having the capacity to pull in more clients constantly. Then again,
connections of clients and representatives are specifically influenced by their discernments and
dispositions towards the organisation. Along these lines, the point of internal communication to
shape those demeanors as per how they need to see themselves later on.
The aim of this essay is to give a short analysis of the representation of internal communication
practice in an organisation by specifically analysing the communication practice in the Genting
Group, Malaysia.
1.1

THE COMPANY

Resort World Sdn. Bhd is a private company limited by shares, was incorporated on 7 May 1980
under the Companies Act 1965. Upon conversion into a public company in 1989, its name was
changed to Resorts World Bhd (1989 - 2009), and subsequently Genting Malaysia Berhad
(Genting Malaysia) (Co. number 58019-U).
Then in 1989, Genting Berhad and Genting Malaysia underwent a restructuring programme,
which resulted in Genting Malaysia took over entire gaming, hotel and resort-related operations,
inclusive of goodwill and other relevant assets from Genting Berhad. GENMs shares have been
traded on the Main Market of Bursa Malaysia since its listing on 22 December 1989. As at 31
December 2015, the Group has a total workforce of approximately 23,700 employees. The
Group provides a supportive working culture through training and development programmes,
safety and health procedures and regulations as well as internal events and communication.
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Genting Malaysia's registered office is at 24th Floor, Wisma Genting, Jalan Sultan Ismail, and
50250 Kuala Lumpur, Malaysia

2.0

INTERNAL COMMUNICAION

There are three steps taking by Genting Malaysia in the strategic internal communication process
to achieve the desired goals and adapt to meet changing circumstances and needs:
i. Taking a close looks into the organisation
ii. Developing and implementing a strategy
iii. Monitoring and evaluating
Their core values are trust, integrity, mutual respect, being warm and caring, always looking out
for one another, and sharing resources in a fun and happy working environment. These values are
reflected in the quarterly Employee of the Month Awards, the annual Employees Appreciation
Nite, Genting Employees Carnival 2009 exclusive to employees and families, managers and
annual conferences. The 21st Genting Malaysia Senior Managers Conference at Sentosa Resort
and Spa in Singapore had the theme Branding and Leadership in a New Competitive
Environment, focusing on great leadership and obtaining great results within a competitive
environment by forging collaboration and synergy. Then, the 16th Human Resources Conference
2009 themed Championing HR Fundamentals was held, focusing on building stronger
interpersonal ties amongst HR personnel, and to promote team spirit towards delivering effective
result.
The 10th Collective Agreement was signed in November 2009 between GENM and the Resorts
World Employees Union, entitling union members to increased salary adjustments, additional
allowances and hospitalisation benefits. The HR Department continues to foster employee
welfare and development to provide a wholesome work life for all employees.
(http://www.gentingmalaysia.com/workplace.htm)
The organisation maintains formal and informal communication channel with employees through
an internal communication network to inform, share and obtain information from them.
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2.1

CATEGORY 1: FORMAL

Formal communication is the process of exchanging information by following the prescribed or

official rules, systems, formalities, chain of command, rules and regulations in the organisational
structure.
The formal communication type used by Genting Group such a bi-weekly employee
newsletter, the intranet-GGIP, and e-Kiosks, memos guidelines, policies, procedures, memos
guidelines, courses on communication, team building session and suggestions. Besides that they
are using emails to send messages between branches, managers, and staffs regarding any internal
vacancies, promotions and introducing new staff. They have internal notice board which
contains new policies, new project, pamphlet, and other important materials. The management
will conduct meetings weekly based on situation and needs. It is the perfect way to discuss and
share current issues, opinions and instructions. Genting also having conference calls as it does
not consume time and expense of travel. The conference takes place between the security
department of Resorts World Genting, Genting Highlands, Pahang, Awana Genting Highlands
Golf and Country Resort, Genting Highlands, Pahang, Resorts World Kijal, Terengganu, Resorts
World Langkawi, Kedah regarding any security issues, new implementation of safety and
security. The advantages of formal communication are help in the fixation of responsibility and
maintain of the authority relationship in an organisation.

2.2

CATEGORY 2: INFORMAL

The informal communication is a verbal communication which the interchange of

information does not follow any channels and not based upon any set measures because arises
due to personal needs of the members or spontaneous. It allows employees to take the initiative
into their own hands and enables them to come up with ideas and plans. For example, Genting
5

Malaysia helps to share facts and skills through the publication of a communications catalogue of
formal relations. These formal communications help to empower members who are dealing dayto-day with problems and issues in the workplace. This then leads to a new improvement in the
working environment.
The samples of informal communication practiced are lunch meetings, drink at the coffee house
after work while discuss on projects within groups. These informal communications can be great
for connecting, getting feedback, ideas, and work to build support. Furthermore Genting
Malaysia encourages their employees join in sporting events like tennis, golf, futsal, salsa dance,
badminton and bowling. It is an easy forum to get the input on what support exists, feedback on
ideas, brainstorming to strengthen your communication and build stakeholder support.
Sometimes the management will concern on the gossip or rumors by own employees or public
about their organisation which can help them to make improvement.

3.0

BENEFITS OF EFFECTIVE COMMUNICATION

An effective internal communication will bring several benefits to the Genting Malaysia and
its stakeholders. Good communication among and between employees and employer or
managers greatly increases productivity. Good communication allows employees to feel clear on
what their assignments are while they can spend time on their job duties without wasting time.
So workers will more confidence in their work and getting the desired results more quickly and
efficiently. Employees are also less likely to make mistakes when communication is promoted in
the workplace. For example Genting were organised conferences and seminars annually to serve
as platforms to share ideas, reinforce key objectives and to train and develop their management
teams. These seminars included the 26th Genting Malaysia Senior Managers Conference
themed The Future of Gaming, held in the UK from 14 to 16 October 2014.
Then, good communication within the workplace will lead to an improvement in office morale
and motivation. For example if employees often receive any kind of positive feedback,
compliment or idea on their performance may very likely they helps higher performance and
6

achieve the target. When employer highly communicated back to employees this may also
reduce tension, avoid messy office politics and conflict which make them work in happy
environment.
More over, an effective communication in workplace may increase confidence among employees
that they are belonging to the management. They will satisfy and show good customer service to
customers with provide proper information and guide them accordingly. By showing a positive
attitude the employees can attract the Genting Malaysias clients from all over the world.

4.0

PROBLEMS AND CHALLENGES FACED BY

THE ORGANISATION.

Lewis (2007) found that poor or ineffective internal organisational communication can lead to
problems such as lower productivity of the employees, employee dissatisfaction, employee
turnover, absenteeism, lack of understanding of the business strategy and lack of a common
direction. As a consequence, the organisation may suffer increased operating costs.
Since, Genting Malaysia is a large organisation it also face challenges in managing an ideal
communication plan strategic among the employees and management. First of all, overall
fundamentals, understanding differences in culture, language, perspectives, and time zones
between management and employees because a several of races and religion people were
working there. Then, considering the staff understands all the messages or information given by
management especially when composing an email. It is a challenge for managers or supervisors
to set context, set the frame of mind that will help get the outcome they want. It is tempting to
write an email from the writers perspective only so a lot of messages are not fully understood or
they just get deleted by the employees without complete the given instruction or task. It makes
the job get delayed and the company might get big loss. Third, phone conferences, which are
becoming more prevalent among Genting group higher authority personnel because of the
growing option to work remotely. However, we found that not everyone has realized the norms
of how to have a good conference call. It is important for the people in the room to engage
listeners on the phone, give listeners the floor, and make sure everyone has a chance to
7

contribute. The forth challenge is making assumptions without a closed loop. There is an
assumption normally will happen in human resource department is that, a staff particular need to
be up to date immediately for an urgent matter such promotion, transfer, emergency cases but the
human resource staff only send memo to request the person to meet them. They make own
decision that the message was passed to that particular person. If the person fails to get the memo
it will delay the process. So, for an urgent matter they can make a phone call to inform.
Lastly, employees lack of tools and knowledge, conflicting ideas on what important for the
organisation, employee dissatisfaction on the way management provide the instruction,
absenteeism, lack of understanding of the business strategy and common sense and careless are
the big challenges need to overcome with practice an effective communication method.
Otherwise, Genting Malaysia may difficult to maintain their good service status.

4.1

RECOMMENTATIONS

Internal communication is a device that backings the strategy for success, giving consistency and
combination between objectives, arranges and activities of the Genting Malaysia. The
organisation ought to put bear the cost of it this vital significance impart inside to spur their
workers and keep them up to speed about their triumphs and failures, guarantee that objectives
and targets are surely knew by all and accumulate commitments to improve corporate procedures
and results. So that Genting Malaysia ought to take a few methodical arrangements to guarantee
an incredible internal communication happen in their association.
Firstly, administration ought to endeavor to consistently enhance data stream and to guarantee
more noteworthy intelligibility, consistency and straightforwardness in internal communication.
To accomplish this goal, administration ought to draft sound internal communication approaches
that should be conveyed to every one of the representatives. Top Management ought to set up a
communication procedure that includes shared change and adjustment to new data. In such
manner, Top Management won't just be auspicious educated about the employees issues however
will take quick action to determine them. Along these lines, workers will be always, convenient
and precisely educated about changes or happenings inside of the association. They will likewise
feel honorable and resolved to serve the association. Likewise top management ought to ensure
that messages are understood by the workers. That is, a thorough analysis should be conducted of
8

the different groups in the organization to establish the most effective channels and the levels of
language to deliver messages to the employees. This will empower clarity of data to everybody.
Moreover, Genting management should guarantee that main directors, appointed with the
obligation of conveying data to representatives have the right stuff and the devices to get
messages over. These incorporate great written work, presentation and gathering assistance
abilities. Managers must understand that diverse workers will see and translate messages from
their own perspectives not from the perspective of the administrators and along these lines be
arranged to answer their inquiries. Compelling inner communication ought to be the obligation
of everybody in the organisation. Therefore, top management has to prepare workers to be able
to look for information always. Workers also ought to be urged to show interest to think about
things happening around them. Representatives ought to be taught to set up objectives for
themselves in the region of communication. This implies they ought to attempt and devise a way
that works for them to monitor undertakings or changes inside of the association. Besides, top
management ought to endeavor to manufacture a strong and profitable information culture that
amplifies the scattering of data from different divisions and the procedures representatives use to
discover, convey and store data. Then the management need to start programmes went for giving
workers a feeling of fellowship and joint effort for the enthusiasm of the organisation in general.

5.0

CONCLUSION

As a summary we understand that a big organisation such Genting Malaysia should ensure and
practice an effective internal communication because its one of the main tool to convey their
values, vision and goals to their employees. More over, effective communication skills are a key
aspect of being able to succeed within the workplace environment, improves office morale,
reduces messy office politics and decreases workplace conflict, making for a healthier, happier
workforce to coordinate all their functions effectively. However, poor communication usually
leads to the corporate failure as the intended information does not reach the targeted group
accurately. Luckily, various associations are equipped for guaranteeing that internal
communication is led easily. Basically, workers are the significant gathering of people as they
regularly go about as the course to the various groups of onlookers. Therefore, there a few routes
through which great communication prompt a corporate accomplishment such a clear instruction
9

or message by management, support employee participation in activities like Staff Ambassadors

and Genting governance committees and also help employees connect their work to the mission
and goals of the organisation for their contribution of the success.
(2685 words)

6.0

REFERENCES
Retrieved from online:
1. https://en.wikipedia.org/wiki/Genting_Group

2. http://www.gentingmalaysia.com/workplace.htm

3. http://thebusinesscommunication.com/what-is-formal-communication/

4. Formal channel of communicationhttp://www.slideshare.net/zeesafdar512/formal- channels-of-communication

5. Between Formal and Informal Communication (March 27, 2015 By Surbhi S)http://keydifferences.com/difference-between-formal-and-informalcommunication.html

10

6. Using effective communications-http://businesscasestudies.co.uk/unison/usingeffective-communications/formal-and-informal-communications.html#axzz41C1kawfc

7. http://www.genting.com/community/workplace.htm

8. http://www.genting.com/sustainability/workplace.htm

7.0

APPENDIX

Difference between formal and informal communication

BASIS FOR

FORMAL

INFORMAL

COMPARISON

COMMUNICATION

COMMUNICATION

Meaning

Another Name

A type of verbal

A type of verbal

communication in which the

communication in which the

interchange of information is

interchange of information

done through the pre-defined

does not follow any channels

channels is known as formal

i.e. the communication

communication.

stretches in all directions.

Official Communication

Grapevine communication

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BASIS FOR

FORMAL

INFORMAL

COMPARISON

COMMUNICATION

COMMUNICATION

Reliability

More

Comparatively less

Speed

Slow

Very Fast

Evidence

As the communication is

No documentary evidence.

generally written,
documentary evidence is
present.
Time Consuming

Yes

No

Advantage

Effective due to timely and

Efficient because employees

systematic flow of

can discuss work related

information.

problems, this saves time and

cost of the organization.

Disadvantage

Distortion due to long chain

Spread of rumors

of communication.
Secrecy

Full secrecy is maintained.

It is difficult to maintain the

secrecy.

Flow of

Only through predefined

Information

channels.
12

Can move freely.

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