Business Communication

Business can not exist Without communication. Communication in the business and

for the business can be termed as business communication. Managers make decisions by

collecting data from lower level employees. In other words, employees provides

information to the management for decision making.

Whatever it is the fact is organizations can not move or run Without communication.

Prof. Lesikar and Pettit said that- " Business communication is the ingredient that

makes organization possible. It is the vehicle through which the basic management

functions are carried out."

In the words of Ricks and Gow- "Business communication is a link that allows

organization to function as a system."

In the eyes of Brennar- "Business communication is the expression channeling,

receiving and interchanging of ideas in commerce and industry."

            In the light of above discussion it can be stated that business communication is a

continuous process through which business related information, ideas, and opinions are

transferred from one party to another.

 

Objectives/Purposes of Business Communication

Management of every business organization want to achieve organizational goal. Tn

main purpose of communication is to aid management to achieve organizational goal, Th

other important purposes are stated below :

Fig. 4 : Objectives of Business Communication.

1. To make plan : Plan means to take decision what will be done in future Sound communication system provide essential information and data to plan effectively 
2. To implement plan : Plan can be implemented on the basis of effective direction, motivation and control of the management through sound communication system. 
3. To formulate policy : Essential information collected from various sources to formulate proper policy. Management depends on communication channels for this purpose.
4. To help controlling : Employees are bound to perform their duties and responsi- bilities in time and proper Way under effective control of management. Effective communication system helps management to establish control on employees. 
5.   To motivate' employees : The communication system helps every business organization to apply effective methods of motivation, such as, declare bonus for extra production, commission for extra sales, free medical facilities etc. 
6. To direct : Management often provide necessary direction to subordinates through communication channels and thus subordinates can perform their duties smoothly. 
7. To train employees : Essential professional trainings are given under sound communication system to develop the efficiency of employees.
8.  To co-operate : Efficient communication system ensures mutual cooperation among management, employees, stockholders etc. 
9. `To create awareness : Sound communication system creates awareness among employees about their duties and responsibilities. 
10.  To improve relationship : Effective communication system creates good relationship between management-employees and among the employees. 
11.  To exchange information : Internal and external parties exchange information among each other through the communication system. 
12. To increase productivity : Sound communication system helps the management increase productivity. 
13. To increase sales : Management can increase sales through various media and channel of communication. 
14. To solve problem : Proper communication helps to solve various problems, such as recruitment, promotion, transfer, etc. . 
15. To manage conflict : Another objective of communication is to' manage internal conflicts. Conflicts can be solved by effective communication between the concerned parties.

Principles of Communication

 Like other discipline business communication has certain scientific principles. These

principles are important and relevant to all media but they are most important to written

communication. The principles of business communication are as follows :

Fig-5 2 Principles of Business Communication

(7 c's of Business Communication)

1. Clarity:

(a) Clarity of thought : The sender must have clear idea about following three points

in his mind -

(i) What is the objective of communication?

(ii) What is to be communicated?

(iii) Which media will be the most suitable for this purpose? ‘

(b) Clarity of expression : The sender should be careful about the following points,

otherwise message may be misinterpreted in receiver‘s mind.

(i) Use simple words instead of heavy words-

Do not use                      Use

Visualise                        See

Utilise                            Use

(ii) Use single words instead of long phrases-

Do not use                     Use

At all times                    always

At the present time                  now

(iii) Use verbs inplace of nouns-

Do not use                     Use

Come to a conclusion    Conclude

Make a decision             decide

(iv) Avoid double entry-

Do not use                     Use

 Actual fact                    fact

11 a.m. in the morning   11 a.m

 (v) Use concreate expressions instead of vague and general statement

Do not use                                        Use

Goods are soon being discussed       Goods will be discussed on 2nd July

(vi) Prefer active constructions instead of passive constructions

Do not use                                        Use

Your report will be discussed by      A Committee will discuss your

a Committee                                      report

(vii) Avoid use of the infinitive (to-verb-to give, to learn etc )

Do not use                                        Use

It is my job to supervise                      I supervise

(viii) Avoid Jargon (i. e, special language of trade, profession or field of study)

Do not use                 Use

Ultimo (the previous month)            Write the month

Proximo (next month)                      Write the name of the month

(ix) Avoid ambiguity (i.e. the message contains more than one meaning)

(x) Use short sentences instead of long sentences.

2. Completeness : Completeness of facts is essential in business communication

Message should organize in such a way that the receiver has no doubts about anything

contained in it. Sender should keep following points in his mind to make a message

complete :

(a) He should answered all the questions while answering a letter, and

(b)  Check for '5 W' questions- who, what, where, when and why. (R. Pal & Korlahalli, 2002) For example, while announcing a meeting, specify

(i) When the meeting is to be held? `

(ii) Where it is to be held?

(iii) Why it is to be held?

(iv) What is to be discussed in the meeting?

(v) Who is to attend the meeting?

3. Conciseness : To “win reader's attention, length of message should be reasonable.

of message may be short or long on the basis of describing necessary fact. The rules help   to achieve conciseness :

(i) Include only relevant fact.

(ii) Avoid repeatation.

(iii) Avoid wordy expressions.

(iv) Organize the message well. (R. Pal etal, 2002) 

4. Consideration : In a  message consideration, must show to the reader in the

following ways :

(a) Adopt you-view instead of I and we-view.

(b) Avoid gender bias in the following ways :

 (i) Use gender bias free words -

Do not use                               Use

Chairman                                Chairperson,

Policemen                                Police

(ii) Use a slash (/) to include both alternatives :

Use

Dear Sir/Madum,

Gentlemen/Ladies

(c) Use positive words instead of negative words for approaching.

 5. Courtesy : Courtesy demands a considerate and friendly behavior towards others.

The following principles help to promote courtesy :

(i) Answer the letters promptly.

(ii) Omit irritating expressions.

                   (iii) Apologies sincerely for an omission.

(iv) Thank generously for any favour.

6. Correctness : The following rules help to achieve correctness in the message:

(i) Transmit correct facts in correct language.

(ii) Message must be transmitted and responded at appropriate time.

(iii) Message should be sent in correct style after considering readers:

educational background, vocabulary, specialized knowledge, psychological make-up, relationship with the organization etc.

7. Concreteness : The following guidelines help to ensure concreteness in the message:

(i) Use specific facts and figures.

(ii) Put action in the verbs.  

(iii) Use vivid and image building words. [H. A. Murphy, et all : 2000]

Importance/Functions of Business Communication

There is a strong relationship between successful communication and employee satisfaction. Thus effective communication is a precondition for- job satisfaction as well as for the better productivity of an organization.

Prof. Keith Davis rightly said that, "Communication is necessary to perpetuate (Preserve) the health of the organization."  

When communication is effective it tends to encourage better performance and job Satisfaction (David Pircus-1986).

The important functions of business communication are as follows :

1. In decision making: Managerial decisions affect the very "existence of the organization. Thus managers need timely and useful information to make proper decision. Without a sound communication system useful information can not be provided timely.

2.  In making plan : Effective plans are indispensable for the achievement of the organizational goal and an effective communication network is essential for making effective plans.

3.  Implementation of plan : A very good plan may go in vain if the plan is not properly implemented. Top management make the plan but employees and subordinates implement it. Thus a proper communication system can ensure proper implementation of a plan.

4.     In policy formulation : Management collect essential information from various sources through communication channels and formulates policies.

5.    In controlling : Superior established command and control on their subordinates through downward communication.

6.    In motivation : Superiors use various tools of communication to motivate their subordinates and then subordinates are encouraged to work in proper way.

7.   In direction : Superior often direct their subordinates through communication channels, and chain of command is established on the whole organization.

8.     In cooperation : Co-operative environment is created by proper communication System.

9. In co-ordination : Communication co-ordinates between management and employees.

10 In sharing ideas : Interested parties can share their ideas in proper way through sound communication system.

11. In solving problem : Communication plays vital role to solve various problems and complexities of business.

12.In minimizing cost, and time : Communication channels provide latest information and aid to management to minimize cost and save time.

13.In product development : Management collect latest information about customers’ choice, demand, ability etc and develop their product to attract prospective customers.

14.In creating awareness : Proper communication helps to create awareness among employees about their duties and responsibilities.

15.In public relation : Communication helps to establish proper relation with customers, creditors, shareholders, govt, tax authorities etc.

16. In ensuring teamwork : Communication makes whole organization as a team. Teamwork ensure organizational development.