Communication 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

 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 lowerlevel.

 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. 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.

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.