Different Types and Purposes of Business Communications.

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         SUBJECT :  BUSINESS COMMUNICATION

C O N T E N T S

 

  1. IMPORTANCE AND PURPOSE OF COMMUNICATION

Nearly 80% of our work time goes in communicating.  The entire world is moving on communication.  Our day starts with ‘communication’.

What is ‘communication’, sharing, exchanging ones feeling with others is called communication. We have many acts like;

  1. listening,
  2. reading,
  3. writing,
  4. speaking,
  5. facial expressions.
  6. movements,
  7. colours,
  8. gestures,
  9. arts,
  10. ideas, facts, information, opinions etc.

We express ourselves in many ways.  Mainly in group of human beings communication is essential, infact it is a ’must’ factor.  Lets think what will happen to a family, a classroom, an office or a church without ‘communication’. The main purpose of the situation is depending upon the communication.

Communication creates and executes the situation under all the circumstances.  Hence the communication is an ‘in thing’ in our day to day life. It is an important aspect of behaviour, human communication is affected by all factors that influence human behaviour.  

Business Communicaiton

        Communication is the main integrated ingredient of the business.  No business can grow without proper communication channels.  The word ‘communication’ is originated from the latin word called ‘communis / communicare’ which means make common, that means sharing of information, or intelligence.

        Communication helps the business to flourish.  Communication in any business should be very simple.  Simplicity in communication channels would lead the company to the success.

        Business Communications is defined as the “process of transmission of information within the business environment”.

        In earlier times it was thought communication finesse is required only for marketing and sales personal.  But today, we know all the people irrespective of their occupation needed good communication skills at all the levels and in all the time. If it comes to an organizational level, we could make out or well imagine how their communicating power should be in dealing with their entire public, those includes workers, managements, customers, bankers, suppliers etc.

 

Effective communication is useful for both organization as well as for an individual.

* For an individual :  Improving ones communication skills will benefit to the employee himself.

Over a period of time they can become the assets of the organization they are working with.   Unless you express effectively the purpose of your ideas, acts cannot be fulfilled and go unnoticed.  Hence in an organization individual communication sills are as important as group or business communication.

Importance in Business Communication

 There are number of important advantages of business communication:

 

  • Managing Complexity all around.
  • Better understanding and cooperation can take place
  • The big organization management
  • There is more cohesion in the organization
  • The image of the company increases
  • Profitablility in creases
  • Opportunities available in the market can be known easily
  • Saves time    
  • The employee turn over will be less
  • Customer interaction is better
  • Dissemiation and collection of information is easier.

Objectives of communication:

Communication is an important tool or instrument to achieve the purpose and goals of an institution.

1.Instructions :  Instruction is information about how to carry out a process or procedure.  Thought should be communicated clearly for running any organization. Every piece of work requires an instruction (communication).

2.Education & Training : Education is the development of the abilities

of the mind.  Training is practical education or practice in some skill, under the guidance and supervision of an expert. Education and training are both informative as well as persuasive.  Both lead to discipline and development through learning, and practice.  Special communication skills are required to accomplish these objectives.

3. Motivation:

 Motivation means providing a person with a motive , an incentive, an inner urge to make effort to do his best.  Managers constantly try to improve performance in the workplace by motivating the staff.

4. Raising Morale :  Morale is the state of mind and of discipline and spirit of a person or a group.  In a work place, it is reflected in the individual and collective actions of the employees;  it reflects their level of discipline and confidence.  People with high morale feel good about themselves and are highly motivated and have the courage to face problems and meet challenges.  

5. Counseling:  Counseling is specialized form of advice.  Stress, tension and some emotional problems can b e sorted out, treated and corrected at the health counseling centre of the company.  

6. Persuasion:

Means making efforts to change or influence the attitudes and behavior of others.  Persuasion is achieved by skilful appeal to emotions.  The style and tone of persuasive communication is different from the style and tone of informative communication.

  1. Appreciation  :  Showing and expressing praise for the work of others.  Appreciation by managers and supervisors when employees do good work and make  achievements creates a good attitude among the staff.
  2. Representation : Representation is always in writing.  An employee who feels that he has not been given what he deserves , for ex: a promotion, makes a representation.   A representation may be made by a group of persons too.
  3. Complains : Complaint is made when there are faults or defects in the system or in the goods supplied or services rendered , so that they may be corrected. A complaint may be oral or written . Within an organization, minor complaints may be adjusted by oral communication.  In commercial transactions, it is necessary to make complaints in writing.
  4. Discussion : Plans and projects reuire discussion and review, formal and informal meetings are held for this purpose.  Daily routine matters may be settled by informal discussion. Discussions among persons of equal status have an educative value, and are used in training programs.

 

2. PROCESS OF COMMUNICATION

        Sharing of ideas, feelings, concepts and emotions is called ‘Communication”.  The science of communication is as old as the man himself.  From time immemorial, the need to communicate or share is felt.  Different vehicles/channels were identified and subsequently improved for the purpose of transmission of ideas and concepts.

Definitions :

Below are some formal definitions:

“ Communication is an exchange of facts, ideas, opinions or emotions by two or more persons “.         By- W.H.Newman & C.F.Summer

“Communication is a process of Information and understanding for one person to another”.   By-   Keith Davis

Attributes of Communication:

  1. Communication is a dynamic process : The message grows and develops even if the same people talk about the same things repeatedly.  Every time anyone engages in communication, they bring to it their moods, experiences, thoughts and feelings.  Unexpected responses and reactions occur.  People change it in accordance with their own attitudes and environment.
  2. Communication is both an interaction and transaction :  The two participants of the communication process exchange ideas and information and influence each other in the process.  They also become aware of each other’s thoughts and opinions on the topic being communicated.
  3. Communication is a two-way process:  Communication is complete only when the sender gets a response from the receiver.  We cannot say that communication is taken place when we instruct someone, or talk to someone.  It is when they follow the instructions or respond to what we say, that the communication cycle is completed.
  4. Communication is systematic and continuous:  It goes on in a proper and orderly way without stopping in some way or the other.  Silence, body language and facial expressions contribute to carrying on the continuous process.   Feedback is used to improve a certain process of production in the factory.  The improved process can lead to further discussions and requirements.   Communication is a never-ending process.   It will never stop.
  5. Communication can be intentional or unintentional : It takes place whether we plan to do it or it is done unconsciously.  Very often we communicate what we had no intention of saying.  Many times we are not able to say what we want to.  For example, a son fails in his exam.  His father tell him that it does not matter, but the tone of his voice and body language can tell him that it DOES matter.

Communication is a continuous process.  It is a five step process.   Basically it is an activity of passing the information between two, the sender and the receiver.

  • The sender has an idea, the
  • Idea becomes message
  • The message is transmitted
  • The receiver gets the message
  •  The receiver reacts and sends feedback.

The entire transmission constitutes the communication process or cycle.

The source or sender initiates the process of communication.  The sender has to be clear about the purpose of the communication.  

        The process of putting the idea into symbols is called encoding.

It requires the selection of suitable symbols those can represent the idea.

        Selection of the medium depends on the various situations:

  • Urgency of the message
  • Finances available
  • Effectiveness of the medium
  • Availability of the medium
  • The relationship between the two communicants
  • Time available
  • Knowledge of using the medium.

The receiver receives the message through the medium and decodes lthe symbols into understandable information.  

Decoding is the reverse of encoding.   Feedback is the knowledge of the receiver’s response to our communication.

        In written communication feedback is slow.  Where as in face-to-face communication feedback is immediate.

In mass communication media like radio, TV, Newspapers, internet communication the feedback is very slow and negligible, so delayed and almost non-existent.  But since it is so important, the special efforts through surveys are organized to collect from people.  The result of the surveys are useful to modify or improve the programs.

        The important requirement for successfully getting feedback is the are of being a patient listener.

3.   COMMUNICATION IN ORGANISATION  

There are two aspects of communication in organizations.

  1. The development and maintenance of a communication pattern to ensure harmonious relationship among the employees.
  2.  The use of technology to secure quicker and more effective flow of information.

Patterns of Communication in Organisation

An Organisation is a body of persons working for a well-defined common goal.  To achieve it each member of this body has to be in constant touch with each other.  We can classify Business communication into two areas:

Vertical Communication :

        The vertical communication is both downward and upward.  Here the interaction occurs between the superiors and the subordinates. This communication is both upward and downward.  The top management keeps on sending some information to the employees and also devises ways of eliciting information from them and thus the lines of communication kept open. The two way movement is essential to keep the organization in healthy state.

Horizontal Communication :

        The horizontal communication flows between the individuals of the same status and peer groups informed of what others are doing and what others are doing and what is expected of them.  The commonality of interest towards the achievement of organizational goals sustains the flow.

Diagonal Communication:

        The diagonal communication occurs between the departments of an organization.  Unless there is support/cooperation between the departments which are interdependent no organization can function.  For this purpose there should be effective communication between the departments of an organization.

        Communication performs a number of functions and plays a significant role in the running and growth of an organization.  We may classify these functions as follows:

Internal communication : The communication within the organization.

This happens

  • to generate and disseminate information,
  • to direct and instruct employees,
  • to maintain and improve morale, and
  • to cultivate a sense of belonging.

External Communication : The communication with the outside public. This includes both government and private.  This is an essential feature of all businesses. External communication occurs

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  • to sell and obtain goods and services,
  • to liaise with other organizations and
  • to create goodwill.

It is obvious that conveying all the information to everybody would be a meaningless exercise. For proper functioning of a communication system the following questions should be asked and the answers constantly reviewed on the basis of reliable feedback:

  1. What information is to be conveyed?
  2. Who requires it?
  3. What should be its form?
  4. What techniques of dissemination should be used?
  5. What technological aids should be used?

There is a network of communication within every organization. ...

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