Ministry of Education of Republic of Moldova

Moldova State University

The Faculty of Economic Sciences
Business and Administration department

ESSAY:
Theme: “ THE IMPORTANCE OF COMMUNICATION IN BUSINESS “

Author : Mazil Adrian

Profesor: Bulimaga Tatiana
Group: BA1703A

Chișinău – 2020
Table of content:
1.The importance of communication skills in business
2. Importance of communication skills
3.Methods of communication
4. Importance of External Communication
5. Importance of internal communication
6. How can you improve how your organisation
communicates?
7. Conclusion
 1. The importance of communication skills in
business
Developing communication skills can help many aspects of your life, from your professional
career, to social gatherings, to your family life.

In today's hectic world, we rely heavily on sharing information, resulting in greater emphasis
being placed on having good communication skills. Good verbal and written communication
skills are essential in order to deliver and understand information quickly and accurately. Being
able to communicate effectively is a vital life skill and should not be overlooked.

In contrast, poor communication skills can have a negative impact - a poorly delivered message
may result in misunderstanding, frustration and in some cases disaster.

Communication can be defined as the process of understanding and sharing meaning. To

communicate well is to understand, and be understood. This can be achieved in the following
ways:

 Verbally - your voice

 Visually - e.g. images, graphs, maps, infographics
 Non-verbally - e.g. body language, eye contact, gestures
 Written – e.g. books, websites, emails

Listening is an important part of communication

Being able to actively listen is an important communication skill. It’s easily overlooked, as
people tend to focus more on what they want to say, rather than listening to what the other person
is saying.

Knowing when to pause to allow the other person to talk is an important skill. It conveys respect
and a willingness to hear the other person’s point of view.

Active listening skills will help you and your colleagues have more open and useful exchanges,
where each contributor’s point of view is expressed and heard. This should lead to a more
positive working environment.
2. Importance of communication skills

1. Valued in the workplace

If you are applying for jobs or looking for a promotion with your current employer, you will
almost certainly need to demonstrate good communication skills. Communication skills are
needed to speak appropriately with a wide variety of people whilst maintaining good eye contact,
demonstrate a varied vocabulary and tailor your language to your audience, listen effectively,
present your ideas appropriately, write clearly and concisely, and work well in a group. Many of
these are essential business skills that employers seek. Having the ability to listen carefully,
speak clearly and put others at ease is valuable in any organisation and can involve a wide range
of skills:

 Listening to others and showing interest in what they say

 Dealing with telephone conversations appropriately
 Encouraging interest and interaction from others in your team
 Expressing an opinion or asking a question clearly
 Being able to persuade others

2. In demand by businesses
Oral and written communication proficiencies are consistently ranked in the top ten desirable
skills by employer surveys year after year. Employees are often encouraged to take online
courses and in-person training to improve their presentation and communication skills.

Skills potential employers seek:

 Communication (written and verbal)

 Organisation
 Teamwork
 Critical thinking
3. Helps your career progression
You will need to request information, discuss problems, give instructions, work in teams, interact
with colleagues and clients. If you are to achieve co-operation and effective teamwork, good
human relations skills are essential. Also, as the workplace is also becoming more global, there
are many factors to consider if you are to communicate well in such a diverse environment.

Being able to deliver messages clearly and understand other people means work can be
completed more effectively and to the benefit of the company as a whole.

Employers want staff who can think for themselves, use initiative and solve problems, staff who
are interested in the long-term success of the company. If you are to be seen as a valued member
of the organisation, it is important not just to be able to do your job well, but also to communicate
your thoughts on how the processes and products or services can be improved.

4. Allows you to speak concisely

It is natural to feel some nerves when speaking to superiors or to clients. Communication skills
training will help you learn how best to communicate effectively in a wide range of situations,
and how to be direct in order to get the most out of your dealings with others.

5. Builds better rapport with customers

Customers desire nothing more than to be understood by a company and they wish to feel like
they are being heard and listened to. This is a particularly important point if your business
involves a large amount of contact with customers, either face-to-face or over the phone.

6. Influences how you learn

Communication skills have played an important part of your existing knowledge and beliefs. You
learn to speak in public by first having conversations, then by answering questions and then by
expressing your opinions. You learn to write by first learning to read, then by writing and
learning to think critically. Good communication skills help you absorb information and express
your ideas in a clear, concise and meaningful way to other people.

7. Enhances your professional image

You want to make a good first impression on your friends and family, instructors, and employer.
They all want you to convey a positive image, as it reflects on them. In your career, you will
represent your business or company in spoken and written form. Your professionalism and
attention to detail will reflect positively on you and set you up for success.

8. Other benefits of effective communication

The most successful organisations understand that if they are to be successful in today’s business
world, good communication at all levels is essential. Here is a useful mnemonic to remember the
benefits you and your organisation can achieve from effective communication:

 Stronger decision-making and problem-solving

 Upturn in productivity
 Convincing and compelling corporate materials
 Clearer, more streamlined workflow
 Sound business relationships
 Successful response ensured

3. Methods of communication
 Verbal communication is delivered and received face to face, by phone, radio, computer,
television and other media.
 Non-verbal communication is delivered and received through body language, eye contact,
gestures, and how we dress or behave.
 Visual communication is delivered and received via charts, maps, images and graphs.
 Written communication is delivered and received through printed or digital media such as
letters, e-mails, books, magazines, and the internet.

Verbal communication
When we communicate verbally, it involves not only speaking, but also requires non-verbal
communication skills – listening, eye contact and body language. Mispronunciations, insufficient
language skills, or struggling with the diction can greatly hamper a person’s ability to get their
message across.

Also, delivering too much information can be as counter-productive as delivering too little. How
we communicate is dependent on the context of the situation too. A different approach is needed
for different situations in order for the information to be meaningful to the listener.
Non-verbal communication
Body language needs to be in line with the verbal content. When used effectively, facial
expressions, gestures and posture can greatly improve the listener’s understanding of the verbal
information being presented. It can also add interest, and help to maintain the listener’s
concentration.

Eye contact between speaker and listener is important too. If a speaker actively seeks out eye
contact when talking, he or she is judged to be more believable, confident and competent.
However, too much eye contact can make the listener feel uncomfortable, or think the speaker
rude, hostile and condescending; and too little eye contact can make the listener think that the
speaker is uneasy, unsure or insincere.

How much eye contact is considered appropriate though will always depend on the situation, the
setting, cultural expectations, gender, and personality types.

Your body posture, hand gestures and eye contact all express a meaning, often saying much more
than the words you speak. For instance, standing or sitting with your arms and legs relaxed and
open will convey a friendly impression that will invite others to interact with you.

4. Importance of External Communication

External communication is the exchange of information between a business and another
person or entity in a company’s external environment. These include customers, potential
customers, investors, suppliers, etc.

Communication drives business and marketing strategies. The business builds its brand and
sells the offering by communicating its stance. Effective external communication is
important as it helps to-
 Get The Investment: Effective communication is required between startups and
investors to help the company raise money for its products. It needs to convey its value
proposition, objectives, and current and future stance properly in its pitch deck to appeal
the investors and get the funding they want.
 Build The Brand: A brand differentiates the company from other companies selling
the same generic product. Effective communication is important to convey the brand
message and establish the desired brand positioning in order for a company to stand out
in the market.
 Sell The Offering: Selling without communication isn’t possible. Both written
(labels) and verbal (advertisements) communications are important to convey the
intricacies of the offering and sell it to the customers.
 Prevent Conflicts: Good communication and declaration of all the terms and
conditions between the company and its partners, and the company and its customers
prevent conflicts to a large extent.
 Build Relations: Customer relationship management thrives on effective
communication. Listening to the customers, answering their doubts, and providing the
 services they want before, during, and after sales build relationships between the two
parties.
 Promote The Brand And Offering: Brand promotion requires the company to
convey the product features, value proposition, and the offers in a way that the target
market understands it clearly.
 Collect Feedback And Grow: When the brand listens to the suppliers’, investors’,
customers’ and other external audience’s grievance and collect feedback, it grows much
faster than those brands which don’t.
5. Importance of Internal Communication
Internal communication is as important as external communication. It aligns the goals and
expectations of the internal audience (employees, partners, etc.) with that of the organisation.
Effective internal communication is important as it helps to –

 Improve Relationships: Good employer-employee communication improves the

relationship between the two as both get to understand the expectations and goals of the
other party. Similarly, good communication among the partners/shareholders improves
their relationships as well.
 Enforce Rules: The company can’t enforce the rules without conveying them to the
employees and the internal audience. Communication is necessary to let them
understand what the company wants from them and how it wants it to be done.
 Enhance innovation: A good two-way communication enhances the innovation
within the company as the superiors get to communicate and listen to employees’ new
ideas and give them feedback on the same. This motivates them as they feel more like a
part of the company.
 Avoid Conflicts: When everyone communicates their problems and demands, it
becomes easier to avoid conflicts and work in a more peaceful way.
 Increases Employee Satisfaction: Good internal communication has a psychological
effect on the employees as their voices are heard and they get to give their feedback on
certain issues. This motivates them to perform in a more efficient way.
 Align The Goals: Effective communication also helps in aligning the goals of the
employees with the goals of the organization.

6. How can you improve how your organisation

communicates?

With 40 years of recruitment experience, we understand the value of good communication.

Below, we’ve outlined some of the key areas where organisations can improve and enhance
communication between their teams.
 Define goals and expectations – Managers need to deliver clear, achievable goals to
both teams and individuals, outlining exactly what is required on any given project, and
ensuring that all staff are aware of the objectives of the project, the department and the
organisation as a whole.
 Clearly deliver your message – Ensure your message is clear and accessible to your
intended audience. To do this it is essential that you speak plainly and politely – getting
your message across clearly without causing confusion or offence.
 Choose your medium carefully – Once you’ve created your message you need to
ensure it’s delivered in the best possible format. While face-to-face communication is by
far the best way to build trust with employees, it is not always an option. Take time to
decide whether information delivered in a printed copy would work better than an email
or if a general memo will suffice.
 Keep everyone involved – Ensure that lines of communication are kept open at all
times. Actively seek and encourage progress reports and project updates. This is
particularly important when dealing with remote staff.
 Listen and show empathy – Communication is a two-way process and no company
or individual will survive long if it doesn’t listen and encourage dialogue with the other
party. Listening shows respect and allows you to learn about any outstanding issues you
may need to address as an employer.

7. Conclusion
The ability to communicate effectively with clients, colleagues and managers is essential,
whatever sector you work in. Good communication improves teams, inspires high performance
and enhances the workplace culture. Just remember, communication is a two-way process, so
take notice of other people's verbal and nonverbal signals as well as your own.

By teaching yourself how to communicate more effectively, you’ll interact in a more constructive
and productive manner, making the workplace a positive and thriving environment.