UNIT 1

Business communication is the process of sharing information between people within the
workplace and outside a company. Effective business communication is how employees and
management interact to reach organizational goals. Its purpose is to improve organizational
practices and reduce errors

Why is communication important in business?

Communication in business is important to convey clear, strong messages about
strategy, customer service and branding. A business building a brand reflects a
consistent message tailored to its audience. Internal communication builds rapport
among employees and managers and encourages teamwork and collaboration.Good
communicators are vital to a business's profit margin and reputation. Employees who
communicate well and understand the company's vision help make the company
successful. Using effective communication skills can benefit a business and its
employees in a variety of ways, including:

1. Building better teams

Effective communication builds a positive atmosphere where teams can flourish.

When communication is positive and encouraging, team members become stronger
and work better together. Those who practice good communication skills make
working beside them easier and less stressful. Job tensions or friction are promptly
addressed since effective communicators work toward finding solutions.

2. Preventing misunderstandings and conflicts

Listening is a part of communicating used to understand a situation fully. Good

communicators listen well and react appropriately, and they're more likely to find
solutions without becoming defensive. When conflicts arise, good communicators
address the problem right away and listen to the other side.Rela0ted: 8 Steps To
Building a Successful Team

3. Improving customer service

Businesses need to know what their customers want and need from them to serve
them. Forming business relationships is how companies build trust in their brand and
bring customers back. Reliable and positive communication with customers is
paramount to maintaining a valued customer service reputation.Effective
communication with customers by answering questions and providing solutions
helps to improve the business's reputation. Communicating well over the phone or
through social media or email improves customer confidence and loyalty. Written
communication that is consistent with the brand's voice can help promote community
between customers and organizations.
4. Meeting goals and earning success

For a business to be successful, short- and long-term goals must be clear and
concise. When employees know what the goals and visions of their company are,
they are better able to focus their efforts on achieving them.Communicate goals
clearly, and regularly remind employees of the team or individual goals to keep them
motivated and encouraged. It can also help employees understand the importance of
their roles in making the company successful, which can improve loyalty within the
company and reduce hiring turnover.

5. Promoting creativity and innovation

People who are good communicators are usually open to sharing ideas without
judgment. When trust is built based on effective communication, team members are
more apt to share with each other to inspire creativity.Effective communicators are
more inclined to collaborate to find creative solutions, as well. When employees are
keen to share ideas, companies can transform their approaches and find unique
ways to serve customers and clients.

6. Advancing individual career prospects

Good communication skills, such as open and honest communication, eliminate

surprises and reinforce your commitment to solve problems and support the
business. This can help you earn promotions and secure leadership positions in your
current organization or pursue new advanced career opportunities elsewhere.

TYPES OF BUSINESS COMMUNICATION

1. Internal Business Communication

 What it is: Interactions between team members,including leadership

 When to use it: To share information, memos, and updates that foster
teamwork and culture

 What to look out for: Can be easily oversaturated, leading to information

overload

 Tips for effective internal communication: Carefully select the

channel(s) to convey your message to ensure that information reaches all
relevant stakeholders in a timely manner
2. External Business Communication

 What it is: Interactions between employees and customers, clients, and

the public

 When to use it: To share messages that create a positive public brand and
reputation

 What to look out for: Miscommunication can have a lasting negative

impact on a company’s success, reputation, and consumer trust

 Tips for effective external communication: Tailor your message to a

specific audience to build credibility and trust

3. Upward Business Communication

 What it is: When direct reports reach out to managers or when managers
reach out to top-level executives

 When to use it: For leadership to keep a finger on the pulse of what’s
happening on the ground floor

 What to look out for: Can only be successful if there is trust and
openness

 Tips for effective upward communication: Be concise and provide the

necessary context for your audience

4. Downward Business Communication

 What it is: When executives reach out to managers or when managers

connect with direct reports
 When to use it: To quickly disseminate necessary information, tasks, and
feedback

 What to look out for: Can be a slow process, especially when information
must flow through multiple levels of hierarchy

 Tips for effective downward communication: Clearly outline your

expectations and provide actionable steps to achieve them

5. Lateral Business Communication

 What it is: When team members or leaders of equal standing interact

 When to use it: For collaboration, information sharing, problem-solving,

and coordinating tasks between team members

 What to look out for: The more casual, informal nature may lead to issues
with authority, tone, or accountability

 Tips for effective lateral communication: Encourage an open dialogue

by actively listening to others’ perspectives and collaborating on solutions
to break down silos

6. One-to-One Business Communication

 What it is: Interactions between two individuals

 When to use it: For personalized interactions like giving feedback in

performance reviews

 What to look out for: Requires a tailored approach to address individual

concerns and foster trust
 Tips for effective one-to-one communication: Practice active listening
and empathy to understand the other person’s perspective and build
rapport, no matter if face-to-face or remote

7. One-to-Many Business Communication

 What it is: Communication from one sender to multiple recipients

 When to use it: When disseminating information to a large audience, such

as company-wide announcements or marketing campaigns

 What to look out for: Presents a potential for information overload and
therefore requires clear, concise messaging to ensure engagement

 Tips for effective one-to-many communication: Incorporate storytelling

to engage your audience, using anecdotes, case studies, or real-life
examples to bring your message to life

8. Written Communication

 What it is: Communication conveyed through text, such as emails, blogs,

ebooks, reports, proposals, and presentations

 When to use it: For asynchronous communication, record-keeping, and

knowledge-sharing

 What to look out for: Requires careful attention to clarity, tone, and
grammar to ensure effectiveness

 Tips for effective written communication: Use formatting techniques

such as bullet points and headings to make your message easy to read
and comprehend

9. Verbal Communication
 What it is: Communication conveyed through words spoken, including
face-to-face conversations, meetings, videoconferencing, and phone calls

 When to use it: To give feedback, provide clarification, or discuss sensitive

or personal topics

 What to look out for: Can be prone to misunderstanding without clear

articulation, active listening, and attention to nonverbal cues; not preferred
by everyone, including neurodivergent persons

 Tips for effective verbal communication: Speak clearly and confidently,

and notice body language and other nonverbal communication cues to
ensure the effective delivery of your message

10. Visual Communication

 What it is: Communication conveyed through images, including sign

language, presentations, charts, videos, and illustrations

 When to use it: To convey complex information quickly and effectively,

allowing people to grasp complex concepts more easily

 What to look out for: Has the potential for misinterpretation or ambiguity

 Tips for effective visual communication: Choose visuals that enhance

understanding and convey information succinctly, avoiding clutter and
unnecessary detail

11. Formal Business Communication

 What it is: Communication conveyed through official channels established

by the organization, such as company policies, procedures, official
announcements, press releases, and reports
 When to use it: When you want to ensure consistency, clarity, and
adherence to organizational standards

 What to look out for: Can create barriers to effective interactions and
collaboration within the organization

 Tips for effective formal communication: Follow your organization’s

preferences on formality and consider your audience to determine which
level you should employ

12. Informal Business Communication

 What it is: Casual and unofficial interactions among employees, such as

Slacks and in-office or casual Zoom conversations

 When to use it: When building relationships, promoting camaraderie, and

sharing ideas

 What to look out for: Can lead to the spread of inaccurate information if
not managed effectively

 Tips for effective informal communication: Maintain a respectful tone

while being open and approachable to encourage conversation and
collaboration

13. Synchronous Business Communication

 What it is: Communication that happens in real time, allowing for

immediate responses

 When to use it: For real-time collaboration, such as in person, in virtual

meetings, or on phone calls
 What to look out for: Requires active listening and participation to be
effective

 Tips for effective synchronous communication: Practice active listening

during real-time interactions, paying careful attention to tone

 Learn more: Choosing the Right Communication Channel for Every Task

14. Asynchronous Business Communication

 What it is: Communication that does not require real-time interaction,

allowing for flexibility in response times

 When to use it: For flexible communication where immediate response

isn’t required, like email or project management tools

 What to look out for: Could cause delays in decision-making and requires
clear documentation to ensure continuity

 Tips for effective asynchronous communication: Clearly outline when

you expect others to respond to ensure a timely follow-up and avoid
misunderstandings

 TYPES OF MEDIA COMMUNICATION

1. Verbal Media Communication

When the information is transmitted through words, it is known as verbal
communication. Verbal communication is further divided into two types that
are oral and written communication.

1. Oral Communication

Oral communication is communication through the means of speaking. It

happens when one is engaged in a conversation, talking to someone on
the telephone or through video calls, interviews, presentations, meetings,
debates, etc.
In any organization, people communicate orally in formal and informal
situations more than in writing. It is one of the essential tools to build a
relationship. A person who has polished speaking skills is bound to catch
the attention of the public.

Different media forms of oral communication are described below…

Face-to-face conversation

Oral communication is best effective when it is done face-to-face. This form

of communication ensures that there is no miscommunication or
misunderstanding. There is an immediate response from the listener.

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1.1 Telephone

Communication through the telephone is a type of oral communication that

depends entirely on the voice without any physical presence. One has to
have clarity on their voice and speech to ensure passing the correct
information. This type of communication has more chance of
miscommunication due to connection issues. Also, confusion may arise
because of similar-sounding words like ‘I’ and ‘eye.’

1.2 Presentation

A presentation is a formal type of face-to-face oral communication.

Presentation is always based on a particular topic to deliver knowledge or
awareness to the audience for example a film. It is the responsibility of the
one who is presenting to convey information and communicate with the
audience.

1.3 Public speech

A public speech is oral communication that can be formal or informal. In a

public speech, the speaker has to address the audience. It may be for
entertainment, sharing ideas, inspiring, or encouraging people. Public
speech depends a lot on the public speaking skill of a person.

1.4 Interview
An interview is a formal means of oral communication that takes place for
recruitment. In an interview, there could be a panel of people or a single
person interviewing a candidate. It is done to assess the candidate’s
knowledge and personality.

1.5 Meeting

A meeting involves more than two people. There is always a head who
presides over the meeting. It is held for a purpose to address an issue or
pass on some crucial piece of information. It is a type of formal
oral communication that is always backed by a written form of
communication.

2 .Written Communication

Written communication is a type of verbal communication that involves

written words. It involves the passing of messages, information, or data in a
written form.

Generally, if used along with oral communication, it improves the credibility

of the matter discussed. It is easier when people have material to read at
their own expense of time. Given below are some of the forms of written
communication.

1. E-mails

In an organization, e-mail is the most common means of written

communication. Professionals use it to send documents, proposals, or
applications to their superiors, subordinates, or clients. E-mail is the most
effective way of communicatingwith clients or partners.

2. Proposals

A proposal from a business perspective is a written document drafted for

an upcoming project or a document for a client to obtain a specific job. For
example, before a company starts a campaign, one requires a written
proposal to have a clear idea of the process and outcome.

3. Reports

Reports are a written document that narrates the specific function or

performance of business or employees activities. It is another type of
written form of formal communication. The report is essential because the
employees and the stakeholders can have a clear idea about the business
activities through it.

4. Brochures

Brochures are a written document that is an informative paper used as a

template, pamphlet, or leaflet. A brochure is used by the company to help
sell its product or services. It is a promotional written document used to
inform the customer about the company or its product.

Menu, research paper, form, and other related mediums are used to
establish links between send and receiver of a message.

2. Non-verbal media
Non-verbal communication takes place without any exchange of words.
The message is transmitted through a non-verbal platform. Given below
are the types of non-verbal communication.

 Facial expression
 Gestures
 Body Language
 Proximity
 Touch
 Personal appearance
 Silence

A lot can be conveyed through the means of non-verbal communication.

But it can often lead to miscommunication or misunderstanding. Hence it
should always be supported by a relevant form of verbal communication if
possible.

Indeed, expressions can sometimes portray countless emotions. When one

is speaking on a stage, besides speaking skills, a gesture, facial
expression, and body language can also help draw the public’s attention.

Nowadays, when telecommunication is one of the most popular forms of

communication integral to all sorts of business, news, department-based,
and mass media communications, let us also understand the two forms of
media that are alleviating such communications-

Two Forms of Communication Media

Different means are used for transmitting data from one source to another.
These two forms of communication media are-

1. Analog

Some of the common examples of analog media are conventional radios,

land-line telephones, VCRs, television transmissions, etc.

2. Digital

Common examples of digital media can be compute networking,

smartphones, computer-mediated communication, e-mail, website,
application, etc.

All in all, such communication mediums act as channels as they help in

linking various sources to pass the information, message, or data. Let us
now go through the types of communication media based upon the
methods of communication

Examples of Popular Communication Media

Given below are some of the types of communication media;

1. Television

Television is a medium of one-way communication where a viewer is

shown information in the form of audiovisual. It can be monochrome or
colored. It is one of the popular sources of spreading information.

2. Radio

Radio is a communication medium where the information is passed on the

audio form. The radio receives signals by modulation of electromagnetic
waves. Its frequencies are said to be below those of visible light.

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3. Print

A print is a hard copy of a picture used in a magazine, books, newspaper,

etc. With the help of print, an audience can connect better with the content
matter.

4. Internet

The Internet is the largest and the most popular type of communication
media. Almost everything can be searched on the internet. The internet has
access to all the relevant information sought by the audience.

5. Outdoor Media

Such forms of mass media revolve around signs, placards, billboards, etc
that are used inside or outside of vehicles, shops, commercial buildings,
stadiums, etc.