CIMAGE Business Communication

http://www.bized.co.uk
Business Communication
Copyright 2012 – CIMAGE

Laloo Prasad sent his Bio Data - to apply for a post in Microsoft Corporation, USA.A few days later he got this
reply:
"Dear Mr. Laloo Prasad,
We are sorry to intimate you that you do not meet our requirements. Please do not
send any further correspondence. No phone call shall be entertained.
Thanks"
Bill Gates.
Laloo Prasad jumped with joy on receiving this reply. He arranged a party and a
press conference, when all the guests had come, he said: "Bhaiyon aur Behno,
aap ko jaan kar khushi hogee ki hum Amereeca mein naukri paa gaya hoon."
Everyone was delighted.Laloo Prasad continued...... "Ab main aap sab ko apnaa
appointment letter padkar sunaongaa - par letter angreeze main hai - isliyen
saath-saath hindi main translate bhee karoonga.
Dear Mr. Laloo Prasad ..... Pyare Laloo Prasad bhaiyya
We are sorry ....... humse galti ho gayee
to intimate you that ......... .aapko yeh batana hai ki
You do not meet ............. .aap to miltay hee naheen ho
our requirement ..... humko to zaroorat hai
Please do not send any further correspondence ---- ab Letter
vetter bhejne ka kaouno zaroorat nahee.
No phone call ....... phoonwa ka bhee zaroorat nahee hai
shall be entertained ... bahut khaatir kee jayegi.
Thanks ......... aapkaa bahut bahut dhanyawaad
Bill Gates - Tohar Bilva

Communication
“Any act by which one person gives to or receives from another
person information about that person’s needs, desires,
perceptions, knowledge, or affective states. Communication may
be intentional or unintentional, it may involve conventional or
unconventional signals, may take linguistic or non-linguistic
forms, and may occur through spoken or other modes.”

Or in simple words;
Communication is the exchange of
ideas, opinions and information
through written or spoken words,
symbols or actions.
Communication is a dialogue, not
a monologue. In fact,
communication is more concerned
with a dual listening process. For
communication to be effective, the
message must mean the same thing
to both the sender and the receiver.

Business Communication is any communication used to
promote a 1. Product,
2. Service,
3. Organization
4. Concept & Ideas – with the objective of making sale.
In business communication, message is conveyed through
various channels of communication including internet, print
(publications), radio, television, outdoor, and word of mouth.
In business, communication is considered core among business,
interpersonal skills and etiquette.

Historical Background
Thousands years ago, people use to communicate orally. Greeks use a phonetic alphabet written from left to
right. After that, many books appeared on written communication principles. In a result of this, Greek started
her very first library.
When communism was ruling China, communication had become the biggest challenge within the vast
government as well as between government and people. 1st in China and then in Rome postal service was
launched. After that paper and printing press was invented in china that made communication easier.
Hence, today’s principles of communications are founded on a mixture of ancient oral and written traditions.
Nonverbal: 150,000 years
Oral: 55,000 years
Written: 6,000 years
Early writing: 4000 BC
Egyptian hieroglyphics: 3000 BC
Phoenician alphabet: 1500 to 2000 BC
Book printing in China: 600 BC
Book printing in Europe: 1400 AD

Importance of Communication
• Communication is important
because it is about how
information is sent and received
within firms
• The way information is
communicated is often governed
by how firms are structured

Organization
• The arrangements between
individuals and groups in human
society that structure relationships
and activities (Business, Political,
Religious or social).
In other words,
• A group of people identified by
shared interests or purpose, for
example, a “Bank”.

Lifeblood of an Organization
Communication is the lifeblood of an organization. If we could somehow
remove communication flows from an organization, we would not have an
organization.
I
t is needed for:
Exchanging information
Exchanging options
Making plans and proposals
Reaching agreement
Executing decisions
Sending and fulfilling orders
Conducting sales
When communication stops, organized activity ceases to exist. Individual
uncoordinated activity returns in an organization. So, Communication in an
organization, is as vital as blood for life.

Types of Business Communication
There are two types of business communication in an organization:
Internal Communication
External Communication
Internal Communication
Communication within an organization is called “Internal Communication”.
It includes all communication within an organization. It may be informal or a formal function
or department providing communication in various forms to employees.
Effective internal communication is a vital mean of addressing organizational concerns. Good
communication may help to increase job satisfaction, safety, productivity, and profits and
decrease grievances and turnover.
Under Internal Business Communication types there come;
a) Upward Communication
b) Downward Communication
c) Horizontal/Literal communication

a) Upward Communication
Upward communication is the flow
of information from subordinates to
superiors, or from employees to
management. Without upward
communication, management works
in a vacuum, not knowing if
messages have been received
properly, or if other problems exist in
the organization.
By definition, communication is a
two-way affair. Yet for effective two-way
organizational communication to
occur, it must begin from the bottom.

Upward Communication is a mean for staff to:
•Exchange information
•Offer ideas
•Express enthusiasm
•Achieve job satisfaction
•Provide feedback

Downward Communication
Information flowing from the top of the
organizational management hierarchy and telling
people in the organization what is important
(mission) and what is valued (policies).
Downward communication generally provides
enabling information – which allows a subordinate
to do something.
e.g.: Instructions on how to do a task.

Downward communication comes after upward
communications have been successfully established. This
type of communication is needed in an organization to:
Transmit vital information
Give instructions
Encourage 2-way discussion
Announce decisions
Seek cooperation
Provide motivation
Boost morale
Increase efficiency
Obtain feedback
Both Downward & Upward Communications
are collectively called “Vertical Communication”

Horizontal/Literal communication
Horizontal communication normally involves coordinating information,
and allows people with the same or similar rank in an organization to
cooperate or collaborate. Communication among employees at the same
level is crucial for the accomplishment of work.
Horizontal Communication is essential for:
•Solving problems
•Accomplishing tasks
•Improving teamwork
•Building goodwill
•Boosting efficiency

External Communication
Communication with people outside the company is called “external
communication”. Supervisors communicate with sources outside the organization,
such as vendors and customers.
It leads to better;
Sales volume
Public credibility
Operational efficiency
Company profits
It should improve
Overall performancee
Public goodwill
Corporate image
Ultimately, it helps to achieve
Organizational goals
Customer satisfaction

Forms of Business Structure
• Entrepreneurial - decisions made
centrally
• Pyramid - staff have a role, shared
decision making, specialisation is
possible
• Matrix - staff with specific skills join
project teams, individuals have
responsibility
• Independent - seen in professions
where organisation provides support
systems and little else

Illustrating Structures 1
The Pyramid Traditional
view of
organisations
Decisions pass
down formal
channels from
managers to
staff
Information flows
up formal channels
from staff to
management

Entrepreneurial
Most small
businesses have this
structure
One or two
people make
decisions
Quick to act but
pressure on
decision makers
Decision
maker
Great reliance on
key workers
supporting decision
makers
Key
worker
Key
worker
Key
worker
Key
worker

Matrix
Marketing Production Finance
Project A
Project teams
created
Staff with
specialist skills
Project B

Independent
Dr A
Dr B
Not suited to most
businesses due to
lack of control
Support systems
to professionals
such as doctors
Dr D Dr C

More on Business Structure
Centralisation
• Managers keep
control
• Decisions are made
in the interests of
the whole business
• Costs can be cut by
standardising
purchasing and so
on
• Strong leadership
Decentralisation
• Empowering and
motivating
• Freeing up senior
managers’ time
• Better knowledge of
those closer to
customers
• Good staff
development

Channels of Communication
• Communication in organisations
follows paths or channels
• Communication between managers
and subordinates is known as
vertical communication
• This is because the information
flows up or down the hierarchy

Vertical/Lateral Communication
Organisation chart shows vertical
(black arrows) and lateral (green
arrows)
Board of Directors
Finance Marketing Production
Finance
Officers
Marketing
Assistants
Factory
Operatives

Channels of Communication
• Channels between departments or
functions involve lateral communication
• As well as formal channels of
communication, information also passes
through an organisation informally
• Communication is not complete until
feedback has been received

The Medium

The Medium
• How the communication is to be made
• Important to select an appropriate
medium for the message:
• Need to consider the needs of the
sender, the nature of the receiver and
the aims of the communication
• Inappropriate medium can be a barrier
to effective communication

Value

Value
• Vast majority of problems in
business are caused by ineffective
communication in one form or
another
• Businesses essentially human
focused organisations
• Value of good communications
therefore inestimable

To Whom?

To Whom?
• Who the communication is aimed at
is an important factor:
• The nature of the medium and the
content may depend on who it is aimed
at
• Necessity of being sensitive
to the receiver
• Should communication be formal
or informal?

To Whom
• E-mail communication:
– Does it need to adhere to normal rules
of spelling, punctuation and grammar?
– Is it appropriate to use text speak?
• Is this OK 4U or is txt 1 stp 2fr?
– Are there different rules for different
situations?
– How do you know what the receiver
expects?
– What damage can be caused by
inappropriate e-mail messages?

Type
• Type of message may be an important factor
in determining the medium, content,
approach, etc.
• Good news?
• Bad news?
• Information?
• Instruction?
• Each of the above may require a different
approach and a different medium.

The Message

The Message
• What is the communication
designed to achieve?
• This needs to be considered
carefully to judge the best method
of delivery and to judge the
effectiveness of the feedback as to
whether the message has been
successful.

Role of ICT

Role of ICT
• ICT has brought many advantages
but also has its limitations:
– It enables speedy communication
– It can be cheap and save on costs
(e.g. videoconferencing)
– It can be expensive in hardware
requirements
– It can seem impersonal
– It can be abused

Barriers

Barriers
• Anything that prevents successful
communication from occurring
• Complex and multi-layered
• Can be technical or generated
by the medium used, etc. but:
• Main problem is human behaviour
and psychology, e.g.

Barriers
• Conventions of meaning
There are a lot of meanings for
a single word. So, it may mislead the reader from the real meaning.
Miscommunication may occur due to the use of ‘Denotations’ and
‘Connotations’.
• Denotations
Denotation is the dictionary definition of a word. It means name,
object, people or events without indicating positive or negative
qualities. These words don’t have clear meanings.
Such words are: Car, Desk, Book, House, etc.
• Connotations
A word that separates the meanings of a word from its usual
definition is called connotation. These have clear meanings.
Such words are: BMW, BC book, mental house etc.
So, use of denotations instead of connotations may mislead the
reader. Choose connotations & denotations wisely.

Barriers
• Differences in perception of reality
Because of changing world, everyone has its own concept of reality.
Each person’s mental filter is unique. In our daily interactions with
others, we make various abstractions, inferences and evaluations of
the world around that may cause problems in the way of
communication.
• Abstraction
It means selecting some detail and omitting others. It may cause
problem in communication. One must always try to avoid Slanted
statements. That’s why news reporters are said to quote the
statement of a person as it is to show it a fact or true statement.
• Inferences
It means conclusion on the basis of assumptions. But for some
situations inferences proves fruitful but for some situations it is risky
& sometimes dangerous.
• Evaluation
It is a person’s own perception or opinion towards a certain fact. So,
difference in perception may become a hurdle in communication.

Barriers
• Values, attitudes and opinions
Communication is also affected by the Values, attitudes and
opinions of the communicators. People react favorably when
they receive agreeable message. Occasionally people react
according to their attitude towards a situation rather than to
the facts.
• Closed Minds
Some people hold rigid views on certain subjects. They don’t
consider facts and maintain their views. Such person is very
hard to communicate with.
• Sender’s creditability
Usually people react more favorably to that communicator
who has creditability.
So, Values, attitudes and opinions may also become hurdles
in the way of communication.

Emotional Interference
• A significant factor
influencing successful
communication
• Emotions - anger,
frustration, happiness,
enthusiasm, need to be
defensive, desire to be
assertive, etc.
• Body language – says far
more about
communication than we
ever realise!
An enduring image – the message this
photograph was meant to send out was vital to
Middle East peace. What does the body language
of those in the image suggest is also being
communicated to the world?
Title: The handshake. Copyright Getty Images,
available from Education Image Gallery
(http://eig.edina.ac.uk)

CIMAGE Business Communication

Recommended

Recommended

More Related Content

Similar to CIMAGE Business Communication

Similar to CIMAGE Business Communication (20)

Recently uploaded

Recently uploaded (17)

CIMAGE Business Communication