DEFINITION OF COMMUNICATION :
Communication is the act or process of using words, sounds, signs, or behaviors to express or exchange information or to express your ideas, thoughts, feelings, etc., to someone else.
1. ” Communication is transfer of information from one person to another,whether or not it elicits confidence. But the information transferred must be understandable to the receiver – G.G. Brown.
2. “Communication is the intercourse by words, letters or messages”- Fred G. Meyer.
BUSINESS COMMUNICATION
Business communication encompasses topics such as marketing, brand management, customer relations, consumer behavior,advertising, public relations, corporate communication, community engagement, reputation management, interpersonal communication, employee engagement, and event management. It is closely related to the fields of professional communication and technical communication.
Media channels for business communication include the Internet, print media, radio, television, ambient media, and word of mouth.
Business communication can also refer to internal communication that takes place within the organization.
Business communication is a common topic included in the curricula of Undergraduate and Master programs of many colleges and universities.
ELEMENTS AND PROCESS OF COMMUNICATION :
(1) Sender:
The person who intends to convey the message with the intention of passing information and ideas to others is known as sender or communicator.(2) Ideas:
This is the subject matter of the communication. This may be an opinion, attitude, feelings, views, orders, or suggestions.(3) Encoding:
Since the subject matter of communication is theoretical and intangible, its further passing requires use of certain symbols such as words, actions or pictures etc. Conversion of subject matter into these symbols is the process of encoding.(4) Communication Channel:
The person who is interested in communicating has to choose the channel for sending the required information, ideas etc. This information is transmitted to the receiver through certain channels which may be either formal or informal.(5) Receiver:
Receiver is the person who receives the message or for whom the message is meant for. It is the receiver who tries to understand the message in the best possible manner in achieving the desired objectives.(6) Decoding:
The person who receives the message or symbol from the communicator tries to convert the same in such a way so that he may extract its meaning to his complete understanding.(7) Feedback:
Feedback is the process of ensuring that the receiver has received the message and understood in the same sense as sender meant it.
OBJECTIVES OF BUSINESS COMMUNICATION :
1. Generate Awareness
A company cannot exist for long if no one knows about it. Business communication broadcasts what and where you are, in a way that sticks in a customer's memory through innovative advertising and communication .2. Compare Products
Consumers may need to compare your products and services with other companies they’re familiar with. Business communications help customers understand the value a company bring, improving the market position against competitors and minimizing the chances that those customers view the offerings as just another commodity.3. Encourage Sales
As consumers become familiar with company's products and services, business communications is used to drive traffic to the company by demonstrating how users understand their needs, establishing a desire to purchase, offering incentives to try products or introducing new products that meet customer needs or wants.4. Build Relationships
As customers become more comfortable shopping for and purchasing products from a company, business communications should involve fostering relationships with the company and brand. Use business announcements to develop or change opinions, particularly with opinion leaders, who in turn can influence other consumers to try a company brand.5. Manage Brand Equity
Connecting and interacting with customers establishes and cultivates trust and loyalty by developing consistent, positive connections between most loyal customers and brand. You can even control negative incidents with a strong message that addresses not only the problem but the solution and how you intend to implement it.6. Align Employees
Most business people focus on advertising and marketing programs, but you also need to address information distribution within the workforce. Maintaining good communication throughout the business builds allegiance to the company among employees, enabling managers to transmit corporate goals to staff. Staff in turn can provide feedback and innovations that facilitate effective management and contribute new products for customers.
IMPORTANCE OF COMMUNICATION :
1. Managerial efficiency: –
Communication helps in smooth operation of management. Managerial task can only be performed when communication system is effective.
2. Enhance morale and relations: –
Effective communication emphasizes the employee’s participation in management. It helps to build the employees morale and cordial industrial relations between management and employees.
3. Effective leadership: –
Effective leadership depends upon effective communication. Two-way communication helps in effective communication. Managerial leader must handle the subordinates. For ordering qualitative leadership is essential. And that can be obtained from proper system of communication.
4. Mutual trust and confidence: –
Mutual trust and confidence between labour and management is necessary for effective movement of organization. When there is effective communication, it helps to reduce misunderstanding and develop mutual trust.
5. Better decision: –
The success of organization can be measured in better decision. When the information, data and other fact are not effectively communicated, it hampers the decision making. So, when the facts are communicates to concerned department, organization and person. It is easy to make decisions promptly.
6. Staffing: –
When the information are correctly communicates in time, it helps in the function of selection, placement, socialization , promotion and transfer.
7. Better managerial concern: – all managerial functions such as planning, organizing, directing, controlling etc can’t be conducted without communication.
