PRESENTATION ON

BUSINESS
COMMUNICATION
PRESENTED TO
DR. TILAK RAJ

PRESENTED BY
AASTHA GARG
 What is communication?

 Communication -Comes from the Latin word “Communicare”

meaning to share, to unite, to join or to have things in common
 Communication is a process by which people send messages or
exchange ideas or thoughts with one another in a verbal or non-
verbal manner.
 Business communication

 Business communication is information sharing between people

within and outside an organization that is performed for the
commercial benefit of the organization. It can also be defined as
relaying of information within a business by its people.
 Communication plays a crucially important role in all aspects of a
business.
Types of business communication
 Most companies use a wide variety of mediums to communicate
with their employees, shareholders, customers and the public in
general.
 There are two types of business communication -

INTERNAL COMMUNICATION
• FORMAL
• INFORMAL
Types of business communication

EXTERNAL COMMUNICATION

•FORMAL
•INFORMAL
 Importance of business
communication
Good communication allows firm to –

 Increased Productivity
 Help Grow Customer Base
 Improve Business Partnership
 Facilitate Business Innovations
 Better interpersonal relationships
 Better information availability
 Better decision-making
Need of business communications

1)Communicate to inform
Example - Informing shareholders about how the company
is doing

2)Communicate to convince
Example-convincing a customer to buy products.

3)Communicate to request
Example-When the company wants to reports the figures of
sales it asks the data operator to provide the information
Communication Process
Components of communication
process
 Source or Sender
• In the communication process a person or organization that has
information to share to other person is a sender. A sender could
be an individual person like a salesperson or celebrity who
talks about the product or a non-personal entity like a
corporation or organization.
• The sender’s goal is to encode the message in such a way the
receiver can decode it easily. Few brands have already
established its image through symbols.
 Components
 Message
 The message is the information that you want to
communicate.
 The message can be verbal or nonverbal, oral or written,
or symbolic . In advertising, the message may range
from simply writing some words or copy that will be read
as a radio message to producing an expensive
television commercial.
 The products and brands acquire meaning through the
way they are advertised and consumers use products and
brands to express their social identities.
 Few examples are Sisley’s campaign of independent
women and five rings of Olympic logo.
Components

 Encoding
 This is the process of transferring the information you want
to communicate into a form that can be sent and correctly
decoded at the other end.
• Your success in encoding depends partly on your ability to
convey information clearly on your ability to anticipate and
eliminate sources of confusion (for example, cultural issues,
and missing information.)
• A key part of this is knowing your audience: Failure to
understand who you are communicating with will result in
delivering messages that are misunderstood.
Components
 Channel or Media
• Messages are conveyed through channels, with verbal including
face-to-face meetings, telephone and videoconferencing; and
written including letters, emails, memos, and reports.
• Different channels have different strengths and weaknesses. For
example, it's not particularly effective to give a long list of directions
verbally, while you'll quickly cause problems if you criticize someone
strongly by email.
Components
 Decoding
• Just as successful encoding is a skill, so is successful decoding
(involving, for example, taking the time to read a message
carefully, or listen actively to it.)
• Decoding errors can occur particularly in case if the decoder
doesn't have enough knowledge to understand the message.
Components
 Receiver
• Your message is delivered to individual members of your
audience. No doubt, you have in mind the actions or
reactions you hope your message will get from this audience.
• Keep in mind, though, that each of these individuals enters
into the communication process with ideas and feelings that
will undoubtedly influence their understanding of your
message, and their response.
• The receiver is heavily influenced, to decode the message, by
his experiences or references, which give birth to the
perceptions, attitudes and values.
• It is very important in the process of communication that there
should be some common grounds between the two parties.
Components

 Feedback
• Your audience will provide you with feedback, verbal and
nonverbal reactions to your communicated message.
• Pay close attention to this feedback, as it is the only thing that allows
you to be confident that your audience has understood your
message.
• If you find that there has been a misunderstanding, at least you
have the opportunity to send the message a second time.
• For example, in a personal-selling situation, customers may pose
questions, comments, or objections or indicate their reactions
through nonverbal responses such as gestures and frowns.
Components

 Noise
• Any kind of distortion or interference, throughout the
communication process, is noise.
• Errors or problems that occur in the encoding of the
message, distortion in a radio or television signal, or
distractions at the point of reception are examples of
noise.
• When you are watching your favorite commercial on TV
and a problem occurs in the signal transmission, it will
obviously interfere with your reception, lessening the
impact of the commercial.
 Real life examples of business
communication

 Yahoo’s poor communication of its “in office” policy

• In February 2013, head of HR at Yahoo sent employees the internal
memo which leaked around the world. It told Yahoo employees
that telecommuting or working from home would soon no longer be
an option and that those who worked remotely must relocate to an
office or quit.
• The communication around the policy sparked a strong negative
reaction as it failed to explain the rationale behind such a significant
culture change, leaving Yahoo employees upset and frustrated and
launching a national conversation about work-from-home policies.
• So yahoo was not able to communicate to it’s employees properly
that some of the best ideas come from in-person collaboration.