Unit 1- Business
Communication
Definition:
The word
“communication”
derived from the Latin word ‘communicare’ that means to impart, to participate, to share or to make common. It is
a process of exchange of facts, ideas, opinions and as a
means
that individual or organization share meaning and understanding with one
another. In other words, it is a
transmission and interacting the facts, ideas, opinion, feeling and attitudes.
The term business communication is used for all
messages that we send and receive for official purpose like running a business, managing an organization, conducting
the formal affairs of a voluntary
organization
and so on. Business communication is marked by
formality as against personal and social communication.
The
success of any business
to a large extent depends on efficient and effective communication. It
takes
place among business
entities, in market and market places, within organizations and between
various
group of employees, owners and employees, buyers and sellers, service providers
and
customers,
sales persons and prospects and also between people within the organization and
the press persons.
A.
Need for Business
Communication
Importance of Business Communication
1 .In business, reputation and credibility need to be built up in order
to get clients’ trust and confidence. Having a sense of professionalism will
bring a lot to the business, especially in a long term relationship with
employees and clients.
2. There is a need to make sure that every business deal is attended to
promptly. Business communication encompasses not only communicating with
external contacts but also with employees within the organization. This will
aid the business in being well-organized and every matter whether it is a
problem, an inquiry or a sales letter will be attended to properly and
promptly.
3. It does not mean that only a client’s inquiry should be responded
promptly but also feedbacks or problems arising inside and outside the business
as well. This is done to have a balance within the internal and external
factors, especially in relation to dealing with people, whether they are
employees or other external contacts
B. Purpose
Of Communication
PURPOSE
OF COMMUNICATION
1. For
instruction: The
instructive function unvarying and importantly deals with the
commanding
nature. It is more or less of directive nature. Under this, the communicator
transmits
with necessary directives and guidance to the next level, so as to enable them
to
accomplish
his particular tasks. In this, instructions basically flow from top to the
lower
level.
2. For
integration: It is
consolidated function under which integration of activities is
endeavoured.
The integration function of communication
mainly involves to bring about
inter-relationship
among the various functions of the business
organization. It helps in the
unification
of different management functions.
3. For
information: The
purposes or function of communication
in an organization is to
inform
the individual or group about the particular task or company policies and
procedures
etc. Top
management informs policies to the lower level through the middle level. In
turn,
the lower
level informs the top level the reaction through the middle level. Information
can
flow
vertically, horizontally and diagonally across the organization. Becoming
informed or
inform
others is the main purpose of communication.
4. For
evaluation: Examination
of activities to form an idea or judgement of the worth of
task is
achieved through communication.
Communication is a
tool to appraise the individual
or team,
their contribution to the organization. Evaluating one’s own inputs or other’s
outputs
or some ideological scheme demands an adequate and effective communication
process.
5. For
direction: Communication is necessary to issue directions
by the top management or
manager
to the lower level. Employee can perform better when he is directed by his
senior.
Directing
others may be communicated either orally or in writing. An order may be
common
order, request order or implied order.
6. For
teaching: The
importance of personal safety on the job has been greatly recognized. A
complete communication process is
required to teach and educate workers about personal
safety on
the jobs. This communication
helps the workers to avert accidents, risk etc. and
avoid
cost, procedures etc.
7. For
influencing: A
complete communication
process is necessary in influencing others or
being
influenced. The individual having potential to influence others can easily
persuade
others.
It implies the provision of feedback which tells the effect of communication.
8. For
image building: A business enterprise cannot
isolate from the rest of the society. There
is
interrelationship and interdependence between the society and an enterprise
operating in
the
society. Goodwill and confidence are necessarily created among the public. It
can be
done by
the communication
with the different media, which has to project the image of the
■ ■ ■
firm in
the society. Through an effective external communication system, an enterprise has
to inform
the society about its goals, activities, progress and social responsibility.
9. For
employees orientation: When a new employee enter into the organization at that
time he
or she will be unknown to the organization programs, policies, culture etc.
Communication helps to make people acquainted with the
co-employees, superior and with
the
policies, objectives, rules and regulations of the organization.
10. Other:
Effective
decision-making is possible when required and adequate information is
supplied
to the decision-maker. Effective communication
helps the process of decision-
making.
In general, everyone in the organization has to provide with necessary information
so as to
enable to discharge tasks effectively and efficiently.
C
Nature of Business communication:
.To understand the complexity of ‘business’ in today’s world
• To
appreciate the role of persuasion in business
communication
• To
be aware of the key guiding principles of business communication
• To
appreciate the role of business
communication in effective
leadership
D Business communication models
Depending
on the product or service a company offers, it seeks a communication style that
contributes to its process and, therefore, overall success. Read around and
you'll find different business communication experts and leaders giving recipes
for success that include frequent, open and thorough communication. For many of
America's leading companies, this outlook has held true. However, variations in
situations and goals mean there are numerous ways to handle communication.
Empowerment
Companies
that thrive of innovation, creativity and expansion often subscribe to the
empowerment model of communication. Empowerment means giving employees more
autonomy and latitude to come up with ideas, own responsibility and take on
tasks. The foundation of this employee-driven work approach is giving employees
a voice by encouraging them to step forward with ideas for new products and
processes. Empowerment managers engage employees in conversation, elicit input
in decision-making and foster safe environments in which brainstorming and
creative thinking are the norm. The empowerment model involves two-way and
multi-way conversations.
Controlled
When
precise work with significant controls are required, management typically keeps
communication controlled and top-down. Work environments with significant
security risks typically divide knowledge and duties to prevent enabling anyone
from being able to steal or sabotage. Banks are an excellent example. Tellers
know how to run specific transactions and very little else about the bank's
larger policies and operations. Branch managers oversee teller cash handling
and check to make sure there is no theft but have little latitude to change
bank product or service policies. Until you reach the very top levels,
employees and even mid-level managers have specific duties and scopes. The
divisions make sure no one is in a position to mishandle or misappropriate
large sums of money. Military and scientific research organizations often have
similar approaches. People are told what upper management feels they need to
know.
Branding
Companies
want to imprint their name and logo in your mind. Retail product manufacturers
and retailers, in particular make strong efforts at branding, although many
businesses that sell to business try focus on branding themselves within a
particular industry. They focus their advertising, packaging, decor and
presentation to convey a set of values or concepts their companies embody. In
their communications to customers and clients, they tell more about themselves
and less about the specific product. The intended result is a strong
association on the part of the consumer. "Company X is cool."
"Company Y is a great value." "Company Z has the best selection,
I should check with them first."
Direct Marketing
Representatives
come to your door. Perhaps you only learn about their product through postcards
or mailers. Companies which use direct marketing want to keep the communication
between you and them -- no advertising middle-men. There are several reasons
companies choose to employ direct marketing and direct sales for their communications
model. One is to create an intimate relationship between company and customers.
Another has to do with cost savings. You can reach more people per dollar with
direct mail and email blasts than you can with broadcast advertising.
Representatives usually only get paid commission -- so their labor is free
until it's successful. Whatever the reasoning, it's highly successful for a
number of large, well-known cosmetic and home-product companies.
E Barriers to Communication
There are many reasons why
interpersonal communications may fail. In many communications, the message
may not be received exactly the way the sender intended and hence it is
important that the communicator seeks feedback to check that their message is clearly
understood.
There exist many barriers to communication
and these may occur at any stage in the communication process. Barriers may
lead to your message becoming distorted and you therefore risk wasting both
time and money by causing confusion and misunderstanding. Effective
communication involves overcoming these barriers and conveying a clear and
concise message. Some common barriers to effective communication
include:
·
The use of jargon, over-complicated or unfamiliar
terms.
·
Emotional barriers and taboos.
·
Lack of attention, interest, distractions, or
irrelevance to the receiver.
·
Differences in perception and viewpoint.
·
Physical disabilities such as hearing problems or
speech difficulties.
·
Physical barriers to non-verbal communication.
·
Language differences and the difficulty in
understanding unfamiliar accents.
·
Expectations and prejudices which may lead to false
assumptions or stereotyping. People often hear what they expect to hear rather
than what is actually said and jump to incorrect conclusions.
·
Cultural differences. The norms of social
interaction vary greatly in different cultures, as do the way in which emotions
are expressed. For example, the concept of personal space varies between cultures and
between different social settings.
A skilled communicator must be aware of these
barriers and try to reduce their impact by continually checking understanding
and by offering appropriate feedback.
F OVERCOMING BARRIERS TO COMMUNICATION
There
are a lot of communication barriers faced these days by all. The message
intended by the sender is not understood by the receiver in the same terms
and sense and thus communication breakdown occurs. It is essential to deal
and cope up with these communication barriers so as to ensure smooth and
effective communication.
As, in
the previous section we have discussed the major barriers of communication.
Let’s talk about how to overcome these barriers of communication.
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1. Eliminating differences in
perception: The
organization should ensure that it is recruiting right individuals on the job.
It’s the responsibility of the interviewer to ensure that the interviewee has
command over the written and spoken language. There should be proper Induction
program so that the policies of the company are clear to all the employees.
There should be proper trainings conducted for required employees (for eg:
Voice and Accent training).
2. Use of Simple Language: Use of simple and clear words
should be emphasized. Use of ambiguous words and jargons should be avoided.
3. Reduction and elimination of
noise levels: Noise is
the main communication barrier which must be overcome on priority basis. It is
essential to identify the source of noise and then eliminate that source.
4. Active Listening: Listen attentively and
carefully. There is a difference between “listening” and “hearing”. Active
listening means hearing with proper understanding of the message that is heard.
By asking questions the speaker can ensure whether his/her message is
understood or not by the receiver in the same terms as intended by the speaker.
5. Emotional State: During communication one should
make effective use of body language. He/she should not show their emotions
while communication as the receiver might misinterpret the message being
delivered. For example, if the conveyer of the message is in a bad mood then
the receiver might think that the information being delivered is not good.
6. Simple Organizational Structure: The organizational structure
should not be complex. The number of hierarchical levels should be optimum.
There should be a ideal span of control within the organization. Simpler the
organizational structure, more effective will be the communication.
7. Avoid Information Overload: The managers should know how to
prioritize their work. They should not overload themselves with the work. They
should spend quality time with their subordinates and should listen to their
problems and feedbacks actively.
8. Give Constructive Feedback: Avoid giving negative feedback.
The contents of the feedback might be negative, but it should be delivered
constructively. Constructive feedback will lead to effective communication
between the superior and subordinate.
9. Proper Media Selection: The managers should properly
select the medium of communication. Simple messages should be conveyed orally,
like: face to face interaction or meetings. Use of written means of
communication should be encouraged for delivering complex messages. For
significant messages reminders can be given by using written means of
communication such as : Memos, Notices etc.
10.
Flexibility in meeting the targets: For effective communication in an organization the
managers should ensure that the individuals are meeting their targets timely
without skipping the formal channels of communication. There should not be much
pressure on employees to meet their targets.
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