Introduction to

Business
Communication
Course Outline
⚫Introduction to the course
⚫What is Business Communication?
Resources
Core Textbook:
⦿ Lesikar’s Business Communication: Connecting in a
Digital World by Kathryn Rentz and Paula Lentz, 13th
Edition, McGraw-Hill International Edition.
Recommended Textbooks:
⦿ Business Communication (7th Edition), A. C.“Buddy”
Krizan, Patricia Merrier, Joyce Logan & Karen Williams
(Thomson)
⦿ Business Communication Today (10th Edition),
Courtland L.Bovee, John V.Thill & Abha Chatterjee
⦿ Business and Administrative Communication by Kitty O.
Locker and Donna S. Kienzler, 10th Edition, McGraw-Hill
International Edition.
⦿ Business Communication- Building Critical Skills by Kitty O.
Locker and Stephen Kyo Kaczmarek, 4th Edition, McGraw-Hill
International Edition.
Participative Learning
⚫ Interactive Sessions
⚫ Participative
Discussions
⚫ Group Activities
⚫ Critical Focus!
⚫ Rules!!
Learning Outcomes
1. Understand the meaning of communication
2. Explain why business communication is
a form of problem solving
3. Describe the elements of
communication process
Hard Skills vs Soft Skills
Communication
⚫ It comes from Latin word “communis” that means
“common”.
⚫ It tells us that communication is something involving with
common things.
⚫ It represents a common platform of understanding upon
which one can act together or live together.
● So, ‘Communication’ is the ability of conveying
information.
⚫ But it requires a sender and a receiver. Both sender and
receiver share ideas and information to each other
using the common platform of understanding
Sender Channel Receiver
Business Communication

⚫ The exchange of information or ideas in

the field of commerce and industry.

⚫ The process of exchanging ideas,

thoughts and news related to business
activities with other people to achieve
objectives of business.
What is business communication?
⚫‘Business communication is the expression,
channeling, receiving and interchanging of
ideas in commerce and industry.’ (Brennan,
1960)
⚫So, Business Communication is the process of
sharing information between people within
and outside a company in order to promote an
organization’s goals, objectives, aims, and
activities, as well as increase profits.
What is Business Communication?

Source: Studiousguy.com
The Role of Communication in Business
⦿Since communication is the major part of the work of
business, business will require sufficient and efficient
communication to prepare for the challenges that lie
ahead.
Examples include-
⦿ Decision making
⦿ Execution of plan
⦿ Elimination of rumors
⦿ Industrial relationships development
⦿ Creation of image
⦿ Motivation
The Importance of Communication Skills
⦿ “Nothing puts you in the ‘poor leader’ category more swiftly
than inadequate communication skills.”- An International
Business Consultant
As a result-
⦿ Think for yourself
⦿ Take initiative
⦿ Solve problems
So why do you need communication skills?
⦿ secure an interview
⦿ get the job
⦿ do your job well
⦿ advance in your career
⦿ perform the task
⦿ switch the job
Eventually effective communication skill will
provide-
◉ Stronger decision-making and problem-solving
◉ Increase in productivity
◉ Convincing and compelling corporate materials
◉ Clearer, more streamlined workflow
◉ Enhanced professional image
◉ Sound business relationships
◉ Successful response
Nature of Communication
The extent of business ⚫ The company’s
communication depends organizational plan
on the nature of (centralization or
business, its organization decentralization) also
and the people involved. affects the volume of
⚫ Some business (e.g., communication.
insurance companies) has ⚫ Finally the people
a much greater need to (personality type) who
communicate than do make up the organization
others (e.g.,manufacturing also affect the volume of
companies). communication.
Centralized Vs Decentralized Plan!
COSTS OF POOR COMMUNICATION
⚫ Poor communication can cost billions of dollars.
⚫ Not all communication costs are so dramatic, however.
When communication isn’t as good as it could be, you
and your organization pay a price in
-wasted time,
-wasted effort,
-lost goodwill, and
-legal problems.
COSTS OF POOR
COMMUNICATION
⚫ According to a Holmes (a voice of the global PR industry)
report, the cost of poor communication has hit an
overwhelming $37 billion.
⚫ Also, 400 surveyed corporations (with 100,000 plus
employees in the U.S. and U.K.) estimated that
communication barriers cost the average organization
$62.4 million per year in lost productivity.
⚫ On the flip side, this same report found that companies
with leaders who possess effective communication skills
produced a 47 percent higher return to shareholders over
a five-year period.
Please visit this page:
https://www.inc.com/michael-schneider/the-extrovert-vs-introvert-dynamic-could-be-costing-your-organization-million
s-heres-how-to-bridge-communication-gap.html
Example: A Form Letter That Annoyed Customers
Why?
Current Challenges for Business Communicators
1. The Need for the Expanded Media Literacy
⦿New media (e.g., SNSs)
⦿Knowledge worker (Example: programmers, physicians,
pharmacists, architects, engineers, scientists etc.)
⦿Social intelligence (the ability to quickly assess the
emotions of those around them and adapt their words,
tone, and gestures accordingly)
2. Increasing Globalism and Workplace Diversity
⦿Global social networks
⦿Cross-cultural competency
⦿Generations
Source:
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/#:~:text= More
%20than%204.5%20billion%20people,since%20this%20time%20last%20year.
Source:
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/#:~:text= More
%20than%204.5%20billion%20people,since%20this%20time%20last%20year.
Source:
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/#:~:t
ext=More%20than%204.5%20billion%20people,since%20this%20time%20last%20year.
Source:
https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/#:~:t
ext=More%20than%204.5%20billion%20people,since%20this%20time%20last%20year.
3. An Increased Need for
Strong Analytical
Skills
⚫ Computational thinking (the
ability to interact with data,
see patterns in data, make
data-based decisions, and use
data to design for desired
outcome)
⚫ Interpretive skills (extends
beyond interpreting
numbers, e.g. Sense making)
4. An Increased Focus
on Ethics and Social
Responsibility
⚫ Avoiding ethical scandals
⚫ Corporate social
responsibility
Main Categories of Business Communication

There are three broad categories of communication.

⚫ Internal operational communication

⚫ External operational communication
⚫ Personal communication
Main Categories of Business
Communication…
● Internal operational communication
It consists of the structured communication within the
organization that directly relates to achieving the
organizational goals.
For example: to construct building, to manufacture goods,
reports.
● External operational communication
This is structured communication with people outside the
organization in an effort to accomplishing work goals.
For exp.: personal selling, telephoning customers, and
advertising.
● Personal communication
This is non-business related exchanges of information and
feelings among people.
Types of Business Communication

Business communication can be of two types.

⚫Oral communication
⚫Written communication
Types of Business Communication :
Written Communication
⚫ The message that is encoded and transmitted in written
form is known as written communication.
⚫ It is the presentation of thoughts, ideas, opinions,
feelings that are meant to be read.
● Media:
o Management bulletin
o Management news letter
o Formal management report
o Supervisor`s hand book
o Complaint box
o Leaflet
Written Communication…
Advantages Disadvantages
⚫ It is useful where record ● Cost involved
maintenance is required. ● More time consuming as
⚫ Effective written feedback is not immediate.
communication develops ⚫ It requires great skill and
and enhances competencies in language
organization‘s image. and vocabulary. Poor
● Legal defenses can writing skills and quality
depend upon written have a negative impact on
communication as it organization’s reputation.
provides valid records. ● Too much paper
work and email
burden is involved.
Types of Business Communication :
Oral Communications
⚫ Expression of ideas through the spoken word.
⚫ It takes place in face to face conversation, group
discussion, telephone calls in which the spoken word is
used to express meaning.
● Media:
o Group discussions
o Counseling
o Formal training course
o Conference
o Prize giving ceremony
o Inspection of factory and office
Oral Communications..
Advantages Disadvantages
⚫ There is a high level of ⚫ Relying only on oral
understanding and communication may not
transparency in oral be sufficient as business
communication. communication is formal
⚫ There is flexibility for and very organized.
allowing changes in the ⚫ Oral communication is
decisions previously taken. less authentic.
⚫ The decisions can be made ⚫ It is not easy to
quickly without any delay. maintain.
⚫ Saves money and efforts. ⚫ It requires attentiveness.
Grapevine Communication
⚫ Grapevine is an informal channel of business
communication. It is called so because it stretches
throughout the organization in all directions
irrespective of the authority levels.
⚫ Human as we know is a social animal. Despite
existence of formal channels in an organization, the
informal channels tend to develop when s/he interacts
with other people in organization.
⚫ It exists more at lower levels of organization.
Grapevine Communication
⚫ Grapevine generally develops due to various reasons. One
of them is that when an organization is facing
recession, the employees sense uncertainty. Also, at
times employees do not have self-confidence due to
which they form unions. Sometimes the managers show
preferential treatment and favor to some employees
giving a segregated feeling to other employees. Thus,
when employees sense a need to exchange their views,
they go for grapevine network as they cannot use the
formal channel of communication in that case.
⚫ Generally during breaks in cafeteria, the subordinates talk
about their superior’s attitude and behavior and exchange
views with their peers. They discuss rumors about
promotion and transfer of other employees. Thus,
grapevine spreads like fire and it is not easy to trace the
cause of such communication at times.
Examples of Grapevine Network of
Communication
⚫ Suppose the profit amount of a company is known.
Rumor is spread that this much profit is there and
on that basis bonus will be declared.
⚫ CEO may be in relation to the Production
Manager. They may have friendly relations with
each other.
Challenges of Grapevine Communication

⚫ The Risk of Distortion

⚫ An Increase in Misunderstandings
⚫ No Indication of Where It Started
⚫ Increasing the Divide Between
Senior Management and Employees
⚫ Channeling Grapevine Communication
for Positive Outcomes
Communication
⚫ Grapevine channels carry information rapidly. As soon
as an employee gets to know some confidential
information, he becomes curious and passes the details then
to his closest friend who in turn passes it to other. Thus, it
spreads hastily.
⚫ The managers get to know the reactions of their
subordinates on their policies. Thus, the feedback
obtained is quick compared to formal channel of
communication.
⚫ The grapevine creates a sense of unity among the
employees who share and discuss their views with each
other. Thus, grapevine helps in developing group
cohesiveness.
⚫ The grapevine serves as an emotional supportive value.
⚫ The grapevine is a supplement in those cases where formal
Communication
⚫ The grapevine carries partial information at times as it
is more based on rumors. Thus, it does not clearly depicts
the complete state of affairs.
⚫ The grapevine is not trustworthy always as it does not
follows official path of communication and is spread more
by gossips and unconfirmed report.
⚫ The productivity of employees may be hampered as
they spend more time talking rather than working.
⚫ The grapevine leads to making hostility against the
executives.
⚫ The grapevine may hamper the goodwill of the
organization as it may carry false negative information
about the high level people of the organization.
Verbal and Non-Verbal
Communication

● VERBAL COMMUNICATION: Verbal

communication means such a communication
that takes place by means of a language or
words. It includes the following contents.
a. Oral communication
b. Written communication
NON VERBAL
COMMUNICATION
It means communication without the use of
language or words. It includes appearance,
body language, silence, etc.
1. Facial Expressions:-
Face and eyes are helpful means of nonverbal
communication. They reveal hidden emotions
such as anger, confusion, enthusiasm, fear, joy
etc.
2. Gestures, postures &
movement:-
Gestures means the language
primarily composed of hand
and fingers. Communication
of deaf people and signal
given by traffic constable are
the example of gesture.
Postures and body movement
also indicate many things.
Shaking hand with firmness
indicates a warm relationship,
moving back and forth reveals
nervousness.
Flow of Communication
⚫Horizontal/Lateral Communication
⚫Vertical Communication
⚫ Downward
⚫ Upward
⚫Diagonal
⚫External
Horizontal/Lateral Communication
⚫ It occurs between workers at generally equal levels in
an organization.
⚫ Information flows between persons of equal status in
organization.
Production

Purchase
Sales

Accounts Public relations

Administration
Vertical Communication
1. Downward Communication
⚫ Flow of information from the top management to
middle or lower level of managers is called
downward communication.
● superior to subordinate.
o involves direction, instruction s, order, advice.
Top level mgt

Middle level mgt

Lower level mgt

Employees'/workers
Vertical Communication
2. Upward Communication

⚫ Flow of information from the bottom to top

level management is called upward
communication
● subordinate to superior. . Top level mgt

Middle level mgt

Lower level mgt

Employees'/workers
Diagonal Communication
⚫ Communication that takes place between a manager and
employees of other workgroups is called diagonal
communication.
⚫ It generally does not appear on organizational chart. For
instance - To design a training module a training manager
interacts with Operation personnel to enquire about the way
they perform their task.
External Communication
⚫ Communication that takes place between a manager and
external groups such as - suppliers, vendors, banks,
financial institutes etc. For instance - To raise capital the
Managing director would interact with the Bank Manager.
External Communication

• Communication
to another
organization or
indie idual.
Process of Business Communication
⚫ Communication simply means exchange of ideas &
information between two persons.
⚫ A person sends a message to another person and gets
the response from the receiver on the message. This
whole phenomenon can be explained as under.
1. Sender’s thoughts:-
The very first step in the process of communication is
generation of thought in the sender’s mind. These
thoughts may be about a request, order, inquiry
production or any other such activity.
2. Encoding / Message:-
The thought generated in the mind of sender is ambiguous
and unable to be communicated unless it is put into a
receivable form. This step is known as encoding where
the sender converts his thought into a message by
means of a language. For example, a sender thinks about
having a job. Now, she/he will put his thought on a paper.
That is called job application. In his/her way, his/her
thought becomes a message.
3. Transmission through media:-
Once a thought is converted into message, it should be
transmitted to the receiver through a suitable medium.
This media might be electronic media as T.V., E-mail,
radio etc. or it may be print media like newspaper,
magazines, letters or merely sound that is transmitted
through the medium of air.
4. Noise and Barriers:-
While transmitting the information to the receiver, the
sender faces lots of barriers. These noise and barriers are
explained as under:
(i) On sender’s side:- Noise and barriers may take place
during the process of encoding. Some of them may be
caused by distraction, lack of concentration, typing
mistake, poor language etc.
(ii) In the medium:- Some barriers are caused by medium
such as poor transmission on T.V. and radio misprinting
in newspapers etc.
(iii) On receiver’s side:- The receiver can also create
certain barriers to the receiving of message such as poor
reading ability, emotions, lack of concentration etc.
5. Decoding by Receiver:-
Having received the message from the sender, the receiver
attempts to understand and interpret the message. This
process of converting the language of message into
thoughts is known as decoding. For instance, the receiver,
having received job application, reads the application and
understands the message conveyed by the applicant.
6. Idea Received:-
As soon as the process of decoding is finished, the idea given
by the sender is received by the receiver. It means the
thought that was generated in the mind of sender has been
transmitted to the mind of receiver. In our example, the
sender wanted to inform the receiver about his/her thought
of having a job. Now the receiver has got this idea.
7. Feed back:-
Process of communication is incomplete until the receiver
responds to the sender. This response may be negative,
positive, or for further enquiry. It means when the receiver
of job application welcomes or regrets the sender, the
process of communication is deemed to be complete.
This whole process can be depicted through the following
diagram.
Sender’s Thought Encoding Transmission through media

Noise Decoding

Idea
Feedback
Received
7 C’s of Effective Communication
⚫The 7 C’s provide a checklist for making sure that
your meetings, emails, conference calls, reports,
and presentations are well constructed and clear - so your
audience gets your message.
According to the 7 Cs, communication needs to be:
• Completeness
• Conciseness
• Consideration
• Clarity
• Concreteness
• Courtesy
• Correctness
Completeness
⚫ The communication must be complete. It should convey all
facts required by the audience. The sender of the message must
take into consideration the receiver’s mind set and convey the
message accordingly.
⚫ Every communication must be complete and adequate.
Incomplete messages keep the receiver guessing, create
misunderstanding and delay actions.
⚫ Every person should, therefore, be provided with all the
required facts.
● For example, when factory supervisor instructs workers to
produce, she/he must specify the exact size, shape, quality
and cost of the product. Any assumptions behind the messages
should also be clarified.
⚫ While answering a letter, all the questions raised in the
65
letter must be replied.
● A complete communication has following features:
⚫Complete communication develops and enhances
reputation of an organization.
⚫Moreover, they are cost saving as no crucial
information is missing and no additional cost is
incurred in conveying extra message if the
communication is complete.
⚫A complete communication always gives additional
information wherever required. It leaves no
questions in the mind of receiver.
⚫Complete communication helps in better decision-
making by the audience/ readers/ receivers of
message as they get all desired and crucial
66 information.
⚫It persuades the audience.
Conciseness
Conciseness means expressing or covering much in few
words, i.e, communicating what you want to convey in
least possible words without forgoing the other C’s of
communication.
Conciseness is a necessity for effective communication. Concise
communication has following features:
– It is both time-saving as well as cost-saving.
– It underlines and highlights the main message as it avoids
using excessive and needless words.
– Concise communication provides short and essential
message in limited words to the audience.
– Concise message is more appealing and comprehensible to
the audience.
67 – Concise message is non-repetitive in nature.
Communicating what you want to convey in least
possible words.
o Wordy :At the time
o Concise: Now
o Wordy: Due to the fact that
o Concise: Because
Consideration
• Effective communication must take the audience into
consideration, i.e, the audience’s view points, background,
mind-set, education level, etc.
• Make an attempt to visualize your audience, their
requirements, emotions as well as problems. Ensure that the
self-respect of the audience is maintained and their emotions
are not at harm. Modify your words in message to suit the
audience’s needs while making your message complete.
Features of considerate communication are as follows:
– Give emphasis on “you” approach.
– Empathize with the audience and exhibit interest in the
audience. This will stimulate a positive reaction from the
audience.
– Show optimism towards your audience. Emphasize on “what
69 is possible” rather than “what is impossible”. Lay stress on
positive words such as committed, thanks, warm, healthy,
Clarity
⚫ Clarity implies emphasizing on a specific
message or goal at a time, rather than trying
to achieve too much at once.
⚫ Clarity in communication has following
features:
⚫ It makes understanding easier.
⚫ Complete clarity of thoughts and ideas enhances the
meaning of message.
⚫ Clear message makes use of exact, appropriate and
70
concrete words.
Concreteness
⚫Concrete communication implies being
particular and clear rather than fuzzy and
general.
⚫Concreteness strengthens the confidence.
Concrete message has following features:
⚫It is supported with specific facts and figures.
⚫It makes use of words that are clear and that build
the reputation.
⚫Concrete messages are not misinterpreted.
71
Courtesy
⚫ Courtesy in message implies the message should show
the sender’s expression as well as should respect the
receiver. The sender of the message should
be sincerely polite, judicious, reflective and
enthusiastic. Courteous message has following
features:
⚫ Courtesy implies taking into consideration both
viewpoints as well as feelings of the receiver of the
message.
⚫ Courteous message is positive and focused at the
audience.
⚫ It makes use of terms showing respect for the receiver
of message.
72
⚫ It is not at all biased.
Correctness
• Correctness in communication implies that there are no
grammatical errors in communication. Correct
communication has following features:
– The message is exact, correct and well-timed.
– If the communication is correct, it boosts up the
confidence level.
– Correct message has greater impact on the audience/
readers.
– It checks for the precision and accurateness of facts
and figures used in the message.
– It makes use of appropriate and correct language in the
message.
73
Communication Barriers
⚫ Communication is a process beginning with a sender
who encodes the message and passes it through some
channel to the receiver who decodes the message.
⚫ Communication is fruitful if and only if the messages
sent by the sender are interpreted with same meaning
by the receiver.
● If any kind of disturbance blocks any step of
communication, the message will be destroyed.
⚫ Due to such disturbances, managers in an organization
face severe problems. Thus the managers must locate
such barriers and take steps to get rid of them.
Communication Barriers…
⚫ There are several barriers that affects the flow of
communication in an organization.
⚫ These barriers interrupt the flow of communication
from the sender to the receiver, thus making
communication ineffective.
⚫ It is essential for managers to overcome these barriers.
⚫ The main barriers of communication are summarized
on the following slide:
Main barriers of communication
● Perceptual and Language Differences: Perception is
generally how each individual interprets the world around
him.
⚫ All generally want to receive messages which are
significant to them. But any message which is against their
values is not accepted.
⚫ A same event may be taken differently by different
individuals. For example : A person is on leave for a
month due to personal reasons (family member being
critical). The HR Manager might be in confusion whether
to retain that employee or not, the immediate manager
might think of replacement because his team’s productivity
is being hampered, the family members might take him as
an emotional support.
Main barriers of communication…
⚫ The linguistic differences also lead
to communication breakdown.
⚫ Same word may mean different to
different individuals.
⚫ For example: consider a word “value”.
⚫What is the value of this Laptop?
⚫I value our relation?
⚫What is the value of learning technical skills?

“Value” means different in different sentences.

Communication breakdown occurs if there is wrong
perception by the receiver.
Main barriers of communication…
● Information Overload: Managers are surrounded with a
pool of information. It is essential to control this
information flow, else the information is likely to be
misinterpreted or forgotten or overlooked. As a result
communication is less effective.
● Inattention: At times we just not listen, but only hear.
For example, a traveler may pay attention to one “NO
PARKING” sign, but if such sign is put all over the city,
he no longer listens to it. Thus, repetitive messages
should be ignored for effective communication. Similarly
if a superior is engrossed in his paper work and his
subordinate explains him his problem, the superior may
not get what he is saying and it leads to disappointment of
subordinate.
Main barriers of communication…
● Time Pressures: Often in organization the targets have
to be achieved within a specified time period, the failure
of which has adverse consequences.
⚫ In a haste to meet deadlines, the formal channels of
communication are shortened, or messages are partially
given, i.e., not completely transferred. Thus sufficient
time should be given for effective communication.
Main barriers of communication…
● Distraction/Noise: Communication is also affected a
lot by noise to distractions. Physical distractions are
also there such as, poor lighting, uncomfortable sitting,
unhygienic room also affects communication in a
meeting. Similarly use of loud speakers interferes with
communication.
● Emotions: Emotional state at a particular point of time
also affects communication. If the receiver feels that
communicator is angry he interprets that the
information being sent is very bad. While he takes it
differently if the communicator is happy and jovial (in
that case the message is interpreted to be good and
interesting).
Main barriers of communication…
● Complexity in Organizational Structure: Greater the
hierarchy in an organization (i.e. more the number of
managerial levels), more is the chances of
communication getting destroyed. Only the people at
the top level can see the overall picture while the
people at low level just have knowledge about their
own area and a little knowledge about other areas.
● Poor retention: Human memory cannot function
beyond a limit. One cant always retain what is being
told specially if he is not interested or not attentive.
This leads to communication breakdown.
Overcoming communication
barriers
● Understand others see things differently to you. Try
to predict the feelings and attitude of the receiver.
What will their expectation be? What about their state
of mind when you are communicating? What
prejudices might they have? If you know these things
before communicating, you reduce the risk if
misinterpretation.
● Get feedback from the receiver. Don’t just ask, ‘Do
you Understand?’. They will more often than not say
‘yes’ because they see things in the way they want to
understand it. Ask instead what their understanding of
the message is, and how they see it.
⚫ As often as possible, speak face-to-face. This will
allow for questions and, most importantly, allow you
to see the body language, which will convey much
more meaning than over the phone or through email.
● Use language that fits the audience. Don’t try to
impress by using language and words that may be
distorted by the listener(s). It simply makes them
confused and inadequate. Plus, they won’t be listening
to you while they try to work out what on earth you are
on about.
● Use the right communication channel. Don’t send an
email if it’s quicker to pick up the phone or go and talk
to the person. Use email for its proper purpose. We are
rapidly losing the art of conversation…don’t add to
that by using the wrong channel.
● Have integrity and honesty in your
communications. If you are seen as being someone
who lacks integrity, this will immediately be noticed
and even more barriers will be built up between you
and the listener.
● Make it easy for others to listen to you. Make your
communication style that one of a conversationalist,
one who is able to make a point quickly, succinctly
and with conviction. If your key message is lost in the
morass of a thousand words, people will wonder what
you mean and what the purpose is.
The importance of communicating
effectively

● Getting jobs you want: Effective communication will

make it possible for you to design a powerful résumé,
compose a persuasive application letter, interview with
poise and confidence, and get the job you want.
⚫ Gaining Promotions: Moving ahead in your career
depends on communicating your technical competence
to others and maintaining effective relationships with
them.
⚫ Providing Leadership: Your ability to motivate and
help others achieve rests on your understanding of
human nature and on mastering communication skills.
● Being Productive on the Job: Work performance is
enhanced by your ability to listen effectively, speak
clearly, and write competently.
● Relating Positively to Others: Successful business and
personal relationships depend on mutual trust and
respect; communicating ethically, with concern and
compassion, is essential.
● Assuring the Success of Your Organization: Your
organization will succeed only if it has the support of its
constituencies—support that comes from effectively
communicating with customers or clients about the
organization’s products or services.
Goals of Business Communication
⚫ Effective business communication involves both the
sender and the receiver, but the sender must take
responsibility for achieving the four basic goals of
business communication:
1. Receiver understanding
2. Receiver response
3. Favorable relationship
4. Organizational goodwill
1. Receiver Understanding
The first goal of business communication, receiver
understanding, is the most important.
⚫ The message must be so clear that the receiver
understands it as the sender means it to be
understood.
⚫ For communication to be successful, the sender and
receiver must achieve shared meaning. Suppose a
supervisor sends an e-mail to a subordinate saying, “No
one plans for a meeting like you do.” Should the worker
react with pleasure or disappointment? Is the supervisor
praising or criticizing the worker’s attention to detail?
The message is too vague to guarantee receiver
understanding.
⚫ If one worker says to another, “Will you join me for
lunch today?” the sender and receiver might have
different ideas
about who will pay for the receiver’s meal.
⚫ It is a challenge for the sender to achieve the goal of
receiver understanding. To develop a clear message,
the sender must consider the following four issues:
⚫ i) Receiver characteristics
⚫ ii) Message form and content
⚫ iii) Receiver feedback
⚫ iv) Communication barrier
2. Receiver Response
⚫ The second goal of business communication is receiver
response. The receiver response may be positive, neutral,
or negative. It may be conveyed through words, actions, or
both. The situation will determine what is appropriate.
⚫ If the chair of a committee distributes a memo announcing
the time and date of a meeting, those who receive the
memo may act in any of four ways. They may
⚫ (a) notify the chair that they will attend,
⚫ (b) notify the chair that they will be unable to attend,
⚫ (c) attend without having notified the chair in advance, or
⚫ (d) miss the meeting without providing advance notice.
⚫ The first three actions achieve the goal of receiver
response; the fourth does not.
⚫ Because this goal is achieved when the receiver
demonstrates his or her understanding of the message
by providing an appropriate response, a sender should
assist the receiver to respond. The wording of the
message should encourage response. In a face-to-face
conversation, the sender (speaker) can ask the receiver
(listener) if he or she understands the message. Further,
the sender can ask directly for a specific response.
⚫ When written messages are used, the sender can
encourage a response by asking questions, enclosing a
reply envelope, including an e-mail address, asking the
receiver to telephone, or using any one of many other
possibilities.
3. Favorable Relationship
The third goal of business communication—favorable
relationship—focuses on the people involved in the
communication process.
To establish a strong business relationship, the sender
and the receiver should relate to each other in three
important ways: positively, personally, and
professionally. They must create and maintain a
favorable relationship.
⚫ Both the sender and the receiver will benefit from a
favorable relationship. If the sender manufactures goods or
provides services, a favorable relationship might mean job
satisfaction, increased sales, and more profits. If the
sender is a customer, a favorable relationship could lead to
a continued source of supply, better prices, and
assistance if problems develop.
The sender should assume primary responsibility for creating
and maintaining a favorable relationship. Some of the
ways the sender can do this include the following:
⚫ Stressing the receiver’s interests and benefits
⚫ Using positive wording
⚫ Doing more than is expected
4. Organizational Goodwill
⚫ The fourth goal of business communication stresses
benefit to the organization. The goodwill of customers
or clients is essential to any business or organization. If
a company has the goodwill of its customers, it has
their confidence and often their continued business.
The more goodwill a company has, the more
successful it can be.
⚫ Message senders have a responsibility to try to
increase goodwill for their organizations. They do so
by ensuring that their communications reflect
positively on the quality of the company’s products,
services, and personnel.
⚫ The way in which an employee handles a returned
merchandise situation can be used as an example of
how to build organizational goodwill. If store policy
dictates that employees should accept returned
merchandise even when the customer doesn’t have a
receipt, the employee could say: “Would you prefer a
refund or a replacement?” After the customer has
chosen, the employee should complete the transaction
quickly and courteously. Doing so might lead to repeat
business for the company and enhance its reputation.
⚫ This behavior allows the employee to generate
goodwill for the store and achieve the fourth goal of
business communication—organizational goodwill.