BUSINESS COMMUNICATION

Content

 Introduction to Communication
 Process of Communication
 Levels of Communication
 Barriers in Communication
 Business Communication
 Nature of Business Communication
 Significance for Business Communication
 Challenges for Business Communication in India
 Business Communication Strategy
 Benefits of Business Communication Strategy
 Benefits of Business Communication
Introduction to Communication

 The word communication has originated from a Latin word ‘Communis’ or ‘Communicare’ which
means ‘to share, impart, participate, exchange, transmit or to make common’.
 In general communication refers to the process of sharing information, ideas and thoughts between
individual.
 It is the process of exchanging the information, beliefs, ideas, facts, opinions & feelings through Verbal
or Non Verbal means between two or within a group of people.
 The means of transferring the information from the sender to the receiver so that it is understood in
the right context.
Definitions of Communication

 According to Webster’s Dictionary

“Communication is a process by which information is exchanged between individuals through a
common system of symbols & signs of behaviour”.
 According to Koontz and Weihrich
“Communication is the transfer of information from a sender to a receiver, with the information being
understood by the receiver”.
 According to Terry and Franklin,
“Communication is the art of developing and attaining understanding between people. It is the process of
exchanging information and feelings between two or more people and it is essential for effective management”.
 According to Murphy Et Al,
“Simply stated that, communication is a two – way process of exchanging information between people”.
Process of Communication

 The communication process involves,

 Input/Sender

 Message

 Encoder

 Medium

 Decoder

 Output/Receiver

 Feedback
Process of Communication

 Input/Sender:
The sender or the communicator generates the message and conveys it to the receiver. He is the
source and the one who starts the communication.
 Message:
It is the idea, information, view, fact, feeling, etc. that is generated by the sender and is then intended
to be communicated further.
 Encoder:
The message generated by the sender is encoded symbolically such as in the form of words, pictures,
gestures, etc. before it is being conveyed.
Process of Communication

 Medium:
It is the manner in which the encoded message is transmitted. The message may be transmitted
orally or in writing. The medium of communication includes telephone, internet, post, fax, e-mail, etc.
The choice of medium is decided by the sender.
 Decoder:
It is the process of converting the symbols encoded by the sender. After decoding the message is
received by the receiver.
 Output/Receiver:
He is the person who is last in the chain and for whom the message was sent by the sender. Once the
receiver receives the message and understands it in proper perspective and acts according to the
message, only then the purpose of communication is successful.
Process of Communication

 Feedback:
Once the receiver confirms to the sender that he has received the message and understood it, the
process of communication is complete.
Levels of Communication

 We have different levels of communication,

 Verbal Communication: It is the process of communication through voice or sound.
a) Intra Verbal: Intonation of word and sound.
b) Extra Verbal: Implication of words, phrases and semantics.
 Non-Verbal Communication: It is the process of communication through actions.
a) Gestures,
b) Postures,
c) Movements.
 Symbolic
Barriers in Communication
(that have to do with the COMMUNICATOR)

 Unwillingness to say things differently,

 Unwillingness to relate to others differently,
 Unwillingness to learn new approaches,
 Lack of Self-Confidence,
 Lack of Enthusiasm,
 Disagreement between Verbal & Non-Verbal messages,
 Lack of Feedback
 Lack of Language & Vocabulary Knowledge
 Lack of Self Awareness
Barriers in Communication
(that have to do with the RECEIVER)

 Selective Perception,
 Unwillingness to Change,
 Lack of Interest in the Topic/Subject,
 Prejudice & Belief System,
 Personal Value System,
 Here and Now internal & external factors
External Barriers in Communication

 Environment,
a. The Venue
b. The Effect of Noise
c. Temperature in the room
 Other People – Status & Education
 Time
What plays major role in Communication

 7% Words,
• Words are only labels and the listeners put their own interpretation on speakers words.
 38% Paralinguistic,
• The way in which something is said – the accent, tone and voice modulation is important to the
listener.
 55% Body Language,
• What a speaker looks like while delivering a message affects the listener’s understanding most.
What type of Body Language a person should maintain ?
(Remember that you are dealing with “PEOPLE”)

 (P)OSTURES & GESTURES

How do you use hand gestures?
 (E)YE CONTACT
How’s your “Light House”?
 (O)RIENTATION
How do you position yourself?
 (P)RESENTATION
How do you deliver your message?
 (L)OOKS
Your looks, appearance & dress are important
 (E)PRESSIONS OF EMOTIONS
Are you using facial expressions to express emotion
Business Communication

 The process of sharing information between people within and outside a company. Effective business
communication is how employees and management interact to reach organizational goals. Its purpose
is to improve organizational practices and reduce errors.

 The American Marketing Association (AMA) (2008) has provided a clearer definition of marketing as an
organizational function and a set of processes for creating, communicating, and delivering value to
customers and for managing customer relationships in ways that benefit the organization and its
stakeholders.
Nature of Business Communication

 Two – Way Process: Communication is a two way process. Information is not only sent but also
received and understood. Feedback is an essential part of communication.

 Continuous Process: Communication is an ongoing process. Continuous interaction promotes

understanding and exchange of information relevant for decision making.

 Pervasive: Communication is essential in all types of organisations and at all levels of management.

 Exchange: The basic purpose of communication is to create mutual understanding by giving and
generating response.
Nature of Business Communication

 Communication Flow: In organisations communication flows through numerous networks for

information sharing, socialising, workflow and problem solving.

 Dynamic Process: Communication is a dynamic process. It is characterised by continuous change,

activity or process.

 Goal Oriented: Communication is a goal oriented process. Both the sender and receiver should aware
of the goal of their communication.

 Communication is contextual. It differs according to the circumstances in which it occurs.

Significance for Business Communication
For success in Business, Effective Communication has always been essential:

In this busy daily life schedule, communication has become really essential due to the following reasons:

 Increase in size of Organisations: Business firms now a days are employing thousands of employees &
have operations around the circle. An effective communication is needed to manage the offices in
different parts of the circle.

 Growing Specialization: The division of work has resulted in different activities being handled by
different departments. The communication is essential for ensuring mutual co-operation and
understanding between the various departments.

 Technological Advancements: Due to rapid technological growth the employees need to be upgraded
to modern processes. Therefore regular update in their knowledge & skills is essential.
Significance for Business Communication
For success in Business, Effective Communication has always been essential:

 Human Relations: To develop a sense of belonging and loyalty among the employees, effective
communication between management and employees is necessary. Participation of employees in
decision making process helps develop mutual trust and understanding.

 Public Relations: Public relations helps business firms to improve their image in society. Large
organisations requires professional experts to keep governments, distributors, suppliers, investors &
other section of society aware about their contributions to society in order to build their social image.
Challenges for Business Communication in India

 Lack of strategic consistency

 Lack of needed skill sets among marketing staff

 Scarcity of creativity and innovation

 Insufficient marketing budget

 Lack of a standard measurement process

 Lack of technology advancement support

 Ambiguity on the issue

 Complex cultural and social values

Business Communication Strategy

 A strategic communication plan is one of the key elements in Business Communication.

 The objectives of any promotional strategy can be to increase sales, maintain or improve market share,
create or improve brand recognition.

 Communication strategies nowadays differ broadly from the ones in former times or offline times. It is
important to understand the relationship between digital communication and traditional
communication.

 The best consideration now-a-days for a company-to-customer communication is the one-to-one or the
one-to-many model.
Benefits of Business Communication Strategy

 It enables each tactical activity to build on the others creating strength of communications through
continuity and consistency.

 It helps to create sharper selling messages appropriately directed to target customers at various stages
in their buying process.

 Tactical planning of each communications tool is made that much easier and quicker when clear
strategic direction is agreed.

 It can facilitate the development of joint promotions and strategic alliances.

Benefits of Business Communication

 Effective Business Communication helps to Build the Team.

 Effective Business Communication Boosts Employee Morale.

 Effective Business Communication Increases Customer Satisfaction.

 Effective Business Communication Improves Productivity.

THE END
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