Business communication

G. Bindu Rao
Communication…..
• Ensures your message has reached the
target audience and the receiver
understands and responds to it .
• It may involve speaking or writing or
sending a message to another person.
• Ensures that you yourself are able to
understand , interpret and respond to
messages that you receive.
Role of communication in
business
• Required for entering a good
organization:
Primary element in the skills of management
is competence in communication.
It is the tool by which we can influence
others and bring changes in the attitudes and
views of our associates , motivates them and
establishes and maintains relations with
them.
• Central to every activity done
in day to day life:
Our activities succeed or fail and our goals
are achieved or not achieved in accordance
to our ability to communicate effectively with
other members. We do things in an
organization , our family , school / college ,
office , hobby group , community group , our
city / town are the organizations in which e
live and act .
• Vital role in development of any
healthy relationship:
It can strengthen a mutual sense of
commitment and also helps to bridge the gap
between people who have
misunderstandings.
It plays a critical role in all phases of
interpersonal relations , from creating a
relationship to maintenance of relationships.
• Binding the organization together
without considering its size:
An organization cannot function without
communication. Without effective communication ,
information cannot be collected , processed or
exchanged , words and data would remain isolated
facts bearing no meaning. It is due to effective
communication that an MNC works like a single unit.
• Most important skill:
One should be able to express his or her ideas
effectively in writing and in speech. Employers lay a
lot of emphasis on the importance of communication
skills and current trends in the business environment
make these skills even more critical .
• Team members need
communication:
They should be able to communicate, identify
problems , analyze alternatives , and
recommend solutions. They must be able to
communicate their ideas persuasively to
others. The ability to communicate their
persuasive ideas to others, ability to work in a
team and manage subordinates
• Information given to buyers:
Communicating the public about the
product and its features , its uses and
inform them the need of the product.
Business communication
(oral & written)
• Includes all messages that we send and receive for official
purposes like running a business , managing an organization,
conducting the formal affairs of a voluntary organization.

• Written communication:
letters ,reports ,memos , notices

• Oral communication: interviews , meetings , conferences,

presentations , negotiation

• Chats , letters between friends and family , reciting poetry for

one’s own pleasures, story telling are not included in business
communication.
Attributes of
• Communication is unintentional as well
as intentional:
Non-verbal behaviour conveys a lot and is often unintentional.

• Communication is a dynamic process:

It considers time dimension, emphasizes change, communication grows
a lot and develops over time.

• Communication is systematic:
All the 7 elements of communication effect the communication
process .

• Communication is both interaction and

transaction:
Definitions of
Communication
• Communication is the process of passing information and understanding from
one person to another.
- Keith Davis

• Communication is any behaviour that results in an exchange of meaning.

- The American Management Association

• Communication may be broadly defined as the process of meaningful

interaction among human beings . More specifically, it is the process by which
meanings are perceived and understandings are reached among human beings
.
- D. E . McFarland
• Communication is the process by which information is passed between
individuals and or organizations by means of previously agreed symbols.
- Peter Little
• Communication is the transmission of
information and meaning from one individual
to another. The crucial element is meaning.
Communication has its central objective the
transmission of meaning.

• Communication is successful only when the

receiver understands an idea as the sender
intended it.
Elements of
communication
vSource/sender(initiates communication)
vAudience/receiver(communication is intended to
him or her)
vGoal/purpose (sender’s reason for
communicating)
vMessage/content (information conveyed)
vMedium/channel (means of conveying the
message )
vFeedback (receiver’s response communication)
vEnvironment/context(background of
communication.
Sender
• Initiates the process of communication.
• Should be clear about the purpose of
communication.
• He decides why and to whom to send
the message .
• The target audience should also be
kept in mind.
• Gets feedback
Audience
• Attends the message and interprets it.

Channel / medium
• Mail, e-mail, telephone , face – to face
talk
 One way communication

Idea
encoding Message Medium Receieved decodin Idea
(sender) message (Receiver)
g

NO FEEDBACK
Two way communication

feedback
Objectives of
communication
• Getting things done through others
• Give instructions, requests or make
complaints
• Ask some information
• Motivate a team of people
• Communication is more effective when
the purpose is having clarity.
Broad objectives of
communication
Information
Persuasion
Information ( oral or
written )
• It consists of facts and figures and data
which can be arranged in different
patterns as required for varied
purposes.
• Information is given to the public
through mass media like tv, newspaper
and also through internet these days.
• It is the basis for persuasion and
motivation.
Persuasion
• It means efforts to change or influence the
attitudes and behaviour of others.
• It is mainly making use of the best arguments
to win and convince others.
• It requires skill and ability to use verbal and
non- verbal means effectively to influence the
target audience.
• It requires a basis of information
Factors of persuasion
• Source credibility:
persuader’s personal character and reputation must be respected and
accepted by others.

• Emotional appeal should be suitable and credible:

if the persuader offers satisfaction of emotional needs, people respond
favourably.
Social needs: need to have friends or belong to a group
Ego needs: to be successful , to win, to be recognized and appreciated
Physical needs: food , clothing & shelter

• Logic of presentation should be reasonable:

persuader should show how they will benefit by accepting the
proposed idea, view suggestion, therefore the persuader needs
knowledge of the background and present attitudes of people in order
to use the right appeal and reasons.
Objectives of downward
communication
instructions
orders
educations and training
on-the-job training
motivation
raising morale
advice
counseling
warning and notice
appreciation
Written appreciations are:
• letters of appreciations
• notices on the notice board(bulletin
board)
• mention in the minutes of the staff
• a report in the company’s House
Magazine
Non - verbal methods of
appreciation
• award of a certificate at a function
• promotion
• invitation to a special meeting or
function
• giving additional opportunity for career
development (training courses)
• assignment of more important &
responsible tasks.
Objectives of upward
communication
• Request
• Application
• Appeal
• Demand
• Representation
• Complaints
• Suggestions
Objectives of Horizontal
communication
• Exchange of information
• Requests
• Discussions
• Coordination
• Conflict resolution
• Problem solving
• Advice
• Social and emotional support
One way communication
• Information is transferred in only one
direction from source to audience
• Receiver can’t question the information
received(no feedback)
• SMCR(sender , msg , channel ,
receiver)
• Examples : radio , tv broadcast ,
newspaper , ad & mass media , notice
board , public address system.
Two way communication
(interactive ) in only two direction from
• Information is transferred
source to audience.

• Receiver can ask questions to the informant or

sender.

• Requires interpersonal skill , is more time consuming

and is more satisfying in bringing better
understanding.
Features of formal
communication
• Conservative language
• No contractions
• Restrained style
Types of communication
Non-verbal
Verbal communication
communication
• Use of words & language • Use of symbols
• It’s very complex and is • Codes like colours, maps
necessary to discuss and graphs , music,enhances
explain complex ideas verbal communication.
• It is accompanied by non- • It includes the speaker’s
verbal which is more personality , voice
powerful .
Barriers of communication
Bad network Noise
Forms of verbal communication
Written
Oral communication
communication
• Long and complex • Natural and spontaneous
messages can be
conveyed in writing. • Requires both the parties
• Has to wait for the reply to be attentitive .
• Has little support from • Immediate feedback
sender’s personality and
voice
Attributes of oral and
written communication
• Speed
• Record
• Precision and accuracy
• Length
• Expense
• Body language
• Feedback
Channels of oral
communication
• Face-to-face conversation
• Telephone conversation
• Presentation
• Public speech
• Interview
• Group discussion
• Negotiation
• Meeting
Channels of written
communication
Letter
Memo
Notice
Circular
Report
Minutes
Uses of non-verbal
methods
• instant effect due to quicker grasp
• large amount of complex data can be
shown in a compact form
• visuals and sound when summed up
have better response
• best way to reach out to the illiterates.
Methods of non-verbal
communication
• Visual symbols
• Colour
• Pictures
• Graphs & charts
• Maps
• Signs and signals
• Auditory symbols
Body language
• Facial expression
• Smile
• Eye contact
• Gestures
• Posture
• Clothing and appearance
• Handshake
• Space
• Environment
• Time
• Energy
Paralanguage
• Voice
• Volume
• Pitch
• Speed
• Pronunciation
• Accent
• Tone
• Stress
• Non- fluencies
• Silence