BBKN 3103

BUSINESS COMMUNICATION

1.0 Introduction
In business, communication is an important tool that everyone within the organization
must have. The importance of good communication has been emphasized in many scholarly
discussions which brought many definitions. Lorette (1996) for instance stated that,
communication is an aid used in everyday life. This notion is supported by Grimsley (2003)
who also noted that it is impossible to go through a day without the use of communication.
Based on these two statements, communication can simply be defined as sending and
receiving information between two or more people. The information conveyed can include
facts, ideas, concepts, opinions, beliefs, attitudes, instructions and even emotions (Grimsley,
2003). In the same perspective, Lorette (1996) further added that good communication
especially in business world is very important for their daily operations as it also affect their
sales and profits. Moreover, without a good business communication skill, businesss internal
and external organization may have to deal with challenges that can bring about their
downfall.
In business domain, an effective communication can take place in several forms. They
are verbal communication, written form and body gestures all of which are utterly important
in ensuring the business accomplishment especially when effectively used both internally and
externally. As a business representative dealing with other entrepreneurs, it is imperative to
master the combination of these forms so that every business deal can end up in success. This
is because communication skill in every individual is different. Some prefers verbal
communications and are very good at influencing decision-making especially among
executives and managers, while some others prefers written communications especially
among human resources personnel and secretaries.

Since the communicative skills varied among members of the organization, so does
the way they are sending out their information to employees and potential customers. For
instance, by conducting meetings some significant information regarding business proposals
and planning can be conveyed verbally with appropriate body gestures which at the same
time presented the emphasis on the information. Plus, other information can be just passed
around with memo as a follow up to the meeting. The same occurrences can be said when it
comes to business marketing promotion and sales. The organization is following the same
communication patterns. Firstly, they will send out videos containing announcement and
what offers they have for customers and then followed by emails aiming at the same target
groups or even printed advertisements in local newspapers.
Principally, an effective communication within an organization will create a win win
situation for them as well as their potential customers. As the internal communication
supported their external goals particularly when dealing with suppliers and customers they
can surely strike a business deal that is profitable for their survival. In fact, when these take
place in a convincing situation, more customers will put their trust and in the end will boost
their sales.
2.0 The Importance of Effective Communication
Effective communication is the main element of an organization that helps achieving
their goals and marketing strategy. Without a good internal and external communication, the
achievement of their goals may be challenging. In other words, communication is
fundamental in information sharing (Robinson, Segal, and Segal, 2014) so that everything
single information can be understood and acted upon. There are three key elements in
effective communication. They are senders, receivers and the medium. A good
communication takes place when the receivers are able to translate, decode and clearly
understand the points argued by the senders. In fact, it is also said that effective
communication is when the receivers showed interests and response to what is being
conveyed.
However, when discussing about an effective communication from the perspective of
a business organization, we must not strayed away from the purpose of the communication
itself. In business particularly an organization, an effective communication is done when it is
used to develop the organization, resources, to boost a sale or promoting a product and
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services as well as to create a value for their business nature. Without it, missions will fail as
we are leaving others within the association out of the loop and at the same time we cannot
inform our superior about the status or progress. This is echoing the statement mentioned
earlier that an effective communication ultimately boosts marketing sales and brings more
profits for the organization.
Effective communication is also unquestionably important for executives and
managers to perform especially to plan, organize, lead and control the success of their
organization. These are other important aspects of effective communication. In fact, effective
communication within the organization will equip the executives and managers with tools to
accomplish the targets planned as well as their responsibilities. The key elements must be
conveyed through communication so that a follow-up can be conducted and organized. The
same must also be done by the executives and managers so that the communication is
happening both ways and thus lead to coordination of their following steps.
2.1 Individuals
Individuals also need to re-acquaint themselves with proper communication skills.
This is due to functions to ease customer relations, labour relations, marketing, personnel and
public relations, sales and teaching. As a matter of fact, career advancement can also be easy
for individuals who possess effective communication skills. It can also be said that, with good
communication skill the path towards promotions and advancement is wide open.
Furthermore, in meeting business demands and competition, the significance of having
effective communication skills in business has been well acknowledged.
In basic business practices all over the world, the most form of communication that
takes place in an organization is basically formal. In that aspect, it is also noted that there are
also informal communications going on, and this is referred to as communications among
individuals. This is the type of communication used by employees to communicate among
each other through certain mediums such as telephone, emails and etc. Such conversation can
be referred to junior employees seeking help from senior employees to get clarification or
information regarding their work. The management must consider the importance of this
communication and should allow some freedom so that it can be done swiftly. If there are
certain rules of disapproval, they will only delaying their subordinates efficiency in handling

their duty well. After all, the conversation that takes place is for the benefit of the association
itself.
In other words, to ensure efficiency that will lead to the effectiveness of tasks
delivery, communication among individuals or co-workers is seen as utterly important. This
is perfectly echoing Ralphs words of wisdom, Mission accomplishment depends on
information passing accurately to and from subordinates and leaders, up and down the chain
of command and NCO support channel, and laterally among adjacent organizations (Ralph
Puckett, 2007). Based on that statement, it can be concluded that through inefficiency in
handling communication and passing the information, the organization may not be able to
survive for long. In fact, without proper communication between executives or managers with
their subordinates, there will be no accomplishment for them to achieve.
2.2 Organization
Other than individual level of communication, there is also another level of effective
communication that should happen in an organization. This level of communication if exist,
will present the organization with advantages in terms of profit making as it will ensure all
tasks pertaining to business activities are delivered impeccably as planned.
According to the Management Study Guide (2013), proper communication or
information exchanges among executives or managers with their subordinates will boost their
motivation in work. This is because, when effective communication takes place within an
organization which involves all personnel directly or even indirectly, everyone can partake in
enlightening and explaining about the tasks to be done. When such state of affairs transpire
among workers, the most updated and accurate information can be delivered especially by the
managers pertaining to the manner they want things performed as well as improving working
standard that is not up to their requirements.
Besides that, another important aspect of communication at organizational level is that
it can alter individuals attitude at perceiving their jobs. A simple analogy of this situation can
be plainly explained through the differentiation of efficiencies between workers who are well
informed and those who do not. Workers that equipped with the necessary information can
deliver their tasks far better because they already know what is expected of them and how to
fully utilize their resources. The same cannot be said for workers who only received selected
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information. They have to guess what their superiors want and in dark of the extension of
their job requirements. One easy method of approaching workers and telling them of their
expectations is through magazines, journals or even written form of communication from the
executives and managers. This can help shape up the workers mind set and improve their
way of perceiving central tasks.
Other than the importance of organizational level of communication as discussed
above, effective communication also contributes in controlling process (Management Study
Guide, 2013). They further noted that communication can be used as an effective tool in
managing workers behaviours in a lot of ways. In this respect, communication is
manipulated to ensure all workers are responding well to policies compliance, performing
their jobs efficiently and communicating any work related problems with their superiors. In
fact, communication is also used to educate workers about the various layers of hierarchy and
also about the principles as well as the guidelines that must be obeyed.
3.0 Ways to Improve Communication
As effective communication in workplace is the key towards success especially in
business world, there is a lot of ways that can be adopted to improve it. In fact, good internal
and external communication of an organization can generate more profits in the long run
(Robert L. Heath and Lan Ni, 2011).
The first and foremost element in communication is listening. Although listening
sounds like a plain idea but it is not the same as hearing. While listening, we also absorb not
only to the words uttered by the speakers but the manner they are spoken which refers to the
non-verbal messages contained in their body language and facial expressions. As a matter of
fact, body language is the hidden language we communicate with and it is estimated that
between 60% and 93% of our total communication is non-verbal (Leanne Allen, 1997). By
having to understand the body language in the speakers expressions, listeners can seek for
clarification and reflection to support what is being said and at the same time will help to
avoid any unnecessary confusion. Then, while listening to their words, we as listeners could
already be thinking about the responses pertaining to the topic discussed so that the dialogue
exchanges occurs naturally and within appropriate context. Colleagues, particularly our
superiors will appreciate good listening skills because it shows just how much we understand
the topic.
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Secondly, we need to be aware of the emotions of the speakers. The tone of the
conversation will set the mood whether it is a formal event of casual talks. By being aware of
their emotions, we can respond to the conversation fittingly and be sympathetic or empathetic
as necessary. It is also an important thing because our voice indicates a lot of details
especially about mood, excitability, calmness. This is what it means to be aware of the
speakers emotions. We must not be judgemental or have biased ideas but try to understand
their situations. We also need to establish an eye contact and matched out voice tone (Leanne
Allen, 1997). Then, to make the communication more effective and meaningful, we can ask
for their opinions as it will help them feel valued.
The third aspect in improving communication is always tried to encourage or praise
others especially the persons who engaged in the conversation with us. For example, we can
prompt them with open questions to encourage them replying more rather than listening more
to us. As a listener, we can offer them such complimentary words that can make them feel
welcomed and appreciated. This goes with the saying that what you give, you get back. So, if
we are able to show our appreciation towards others and make them feel valued, they will
more likely to give us their best.
Fourth, in ensuring an effective communication especially with our colleagues, we
must learn to troubleshoot and resolve problems and conflicts especially among members of
the organization as they arise. In doing so, we have to learn to be an effective mediator
or negotiator so that we would not be affected by the conflict which will surely disrupt the
effective of the communication that we want to establish. Always listen to both sides of the
stories and make an effort to understand them without being judgemental. Then, as a
mediator, we can encourage and facilitate the related parties to talk to each other to ease the
conflict and finding resolution.
The last but not least method of improving communication is face to face. In business,
face to face communication is a very effective media that helps to establish a personal
connection. Besides that, it is also important because it will help sell the product or service to
the customer in a convincing manner where honesty and diligence in determination can be
assessed by potential customers. These interactions can portray a whole different message
than written communication as tone, pitch, and body language. It is also noted that
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information is easier to access and delivered immediately with interactions rather than
waiting for an email or phone call. In face to face communication, conflicts can be easily
resolved as verbal and non-verbal cues are displayed throughout the conversation. In fact,
professional communication is seen as an important aspect in business as it represents the
company in general.
4.0 Methods to Develop Effective Groups
In an organization, it is imperative to have effective groups as they will ensure the
business survival and profitability. It is also important for any groups within the organization
to function effectively and must attend to both group rapport especially among its members
and the process involved in accomplishing their tasks as these are essential in establishing a
healthy working environment. All of this must be supported by an effective communication
skill among the individuals in a group as well as the organization.
There are a lot of ways in developing an effective group. The first thing involved in
developing an effective group is to show respect towards one another. Without respect among
members, the group would be facing serious effectivity issues which may lead towards their
failure in accomplishing the tasks. Therefore, each members of the group must be able to
communicate their opinions openly as it will display their respect for the different roles and
responsibilities uphold by each other. In a way, it also helps to clearly demonstrate their
respect for others workers right including cultural and physical differences.
Next, each member must know their own responsibilities and roles particularly in
managing their time and detailing the activities. This can be achieved by setting up their team
goals, adherence to the procedures and the planned agenda and also creating opportunity for
everyone to be involved without monopoly. Everyone must be able to function effectively
and work together so that they can produce an outcome which goes well with their goals.
Team members can cheer on the accomplishment but never see each other as competitors but
as teammates (Phil Rabinowitz, 2014).
5.0 Conclusion
As discussed above, it is clear that effective communication among group members is
the most fundamental ability which can create a way for us towards promotion and career
advancement. It is also important for the executives and managers to have effective
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communication as it will assist them in creating more opportunities for their business to
expand and be more successful. A successful business will definitely bring more money for
the organization. This is in line with Robert L. Heath and Lan Ni (2011) who noted that good
internal and external communication of an organization can generate more profits in the long
run (Robert L. Heath and Lan Ni, 2011).
Communication can help workers to work effectively, improve inter-relationships and
working rapport within the organization and helps in developing effective groups.
Furthermore, it is imperative to have effective groups with good communication skills as they
will ensure the business survival and profitability for the long run.
As a whole, effective communication in any organization especially among business
entities is really important. In fact, it can be said as a tool that everyone within the
organization must have in order to function effectively whether at individual levels or at
group levels which in the end will lead to the success of the business itself.
(2784 words)

6.0 Reference
Grimsley (2003). What is Communication? - Definition & Importance. http://educationportal.com/academy/lesson/what-is-communication-definition-importance.html

Lorette (1996). Importance of Good Communication in Business.

http://smallbusiness.chron.com/importance-good-communication-business-1403.html
Leanne Allen (1997). Body Language and How it Relates to Therapy. Training Holistic
Therapists.http://www.naturalhealthcourses.com/Reading_Room/Body_Language.htm
Management Study Guide (2013). Importance of Communication in an Organization.
http://www.managementstudyguide.com/importance-of-communication.htm
Phil Rabinowitz (2014). Section 4. Building Teams: Broadening the Base for Leadership.
http://ctb.ku.edu/en/table-of-contents/leadership/leadership-ideas/team-building/main
Ralph Puckett (2007). Words for Warriors: A Professional Soldier's Notebook. Tucson,
Arizona. U. S. A
Robert L. Heath and Lan Ni (2011). Corporate Social Responsibility. The Challenge of
Corporate Responsibility. http://www.instituteforpr.org/corporate-socialresponsibility/
Robinson, Segal, and Segal (2014). Effective Communication: Improving Communication
Skills in Business and Relationships.
http://www.helpguide.org/articles/relationships/effective-communication.htm
http://www.skillsyouneed.com/ips/improving-communication.html