This document discusses the importance of communication in business. It provides several reasons why communication is important, such as managers spend 50-90% of their time communicating, miscommunication causes 70-80% of accidents, and flattened hierarchies and increased teamwork require more communication. It also discusses trends that increase the need for communication, such as globalization and new technologies. Effective internal communication within a business and external communication with customers is needed for businesses to succeed. Internal communication includes communication between departments, while external communication promotes the business with customers and stakeholders.

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Presented by Sugiharto, SH. MM

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Communication in a Business context
e.g.: Marketing, Human Resources,
Public Relations etc.

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Communication contains
information …
and information is a group of
messages.

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Single most desirable
skills by employers
Communication is important
in business, WHY ?
Researches have
shown that from 50%
to 90% of a manager’s
time is spent on
communicating
Miscommunication is
a causal factor in
approximately 70% to
80% of all accidents

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Communication is important
in business, WHY ?
Flattened management
hierarchies
More participatory
management
Increased emphasis on teams
Heightened global competition
Innovative communication
technologies
New work environments
Information as a corporate
asset
Trends in
the New
Workplace
Mary Ellen Guffey and Dana Loewy, The Essential Business
Communication, © 2013, 2010 South Western, Cengage
Learning, page: 6 Chapter 1

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FIND OUT WHY …

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Get The Job You Want
Get The Promotions
Providing Leadership
Being Productive on The Job
Positive Relation to Others
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.
Assuring the Success of Your Organization

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How well you read, listen, speak, and
write will affect the quality of your
personal relationships. It will help
determine the progress you make in
your career.
The number and types of work-
related communication activities in
which a person engages depend
on his or her field and level of
responsibility

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Businesses must have effective internal and external
communication in order to succeed
# TUGAS Buatlah ringkasan hal yang dimaksud dengan
komunikasi internal dan eksternal dalam bisnis disertai dengan
contohnya, diketik dalam kertas A4 - HANYA SATU LEMBAR
disertai dengan nama, nim, dan tanda tangan, dikumpulkan
pada pertemuan berikutnya, serta sumber referensinya

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Most Business
Communication is
Transactional
It involves a give-and-take
relationship between the sender
and the receiver(s)
to establish a common
understanding

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RECEIVER
Understands
message
RECEIVER
decodes
message
Channel
carries
message
SENDER
has an idea
SENDER
encodes
message
Written
Verbal
Non Verbal
To inform
To influence
To initiate action
Feedback travels to SENDER
Possible additional feedback travels to RECEIVER
NOISE
NOISE

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The SENDER
What is the Profile of the sender?
To be so clear that the receiver
cannot possibly misunderstand
the message
What is the Profile of
the Receiver ?
To understand the message of
the sender, no matter how
poorly sent.
The RECEIVER

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How may the sender encode a message?
The SENDER What kinds of channels to carry messages?
What kinds of channels to carry messages?
How does a receiver decode a message?
How the feedback to be facilitated? The RECEIVER
When is the communication
considered to be successful?

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Goals of Business
Communication
Receiver Understanding
Receiver Response
Favorable Relationship
Organizational Goodwill

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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
Goals of Business
Communication
4 Things to consider in
developing clear message
Receiver Characteristic
Message Form and
Content
Receiver Feedback
Communication Barriers

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It may be conveyed
through words,
actions, or both.
The situation will
determine what is
appropriate.
Goals of Business
Communication
Receiver
Response
The Receiver
response
May be positive
Neutral
Negative

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the sender and the receiver should
relate to each other in three
important ways:
Goals of Business
Communication
Favorable
Relationship
focuses on the people involved
in the communication process
To establish a strong business
relationship,
Positively
Personally
Professionally
Both the sender and the receiver will
benefit from a favorable relationship
Stressing the receiver’s
interests and benefits
Using positive wording
Doing more than is expected

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Goals of Business
Communication
Organizational
Goodwill
The goodwill of customers or clients is
essential to any business or organization.
stresses benefit to the organization
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
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

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Physical barriers
Psychological barriers
Language problems
Nonverbal distractions
Assumptions
Thought speed
Faking attention
Grandstanding

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Misconceptions
About Listening
Mary Ellen Guffey, Essentials of
Business Communication
Listening is a matter of intelligence
FACT: Careful listening is a learned skill
Speaking is more important than
listening in the communication process
FACT: Speaking and listening are equally important
Listening is easy and requires little energy
FACT: Active listeners undergo the same physiological
changes as a person jogging

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Misconceptions
About Listening
Mary Ellen Guffey, Essentials of
Business Communication
Listening and hearing are the same process
FACT: Listening is a conscious, selective
process. Hearing is an involuntary act.
Speakers are able to command listening
FACT: Speakers cannot make a person really listen
Hearing ability determines listening ability.
FACT: Listening happens mentally—between the ears.
Speakers are totally responsible for
communication success
FACT: Communication is a two-way street

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Misconceptions
About Listening
Mary Ellen Guffey, Essentials of
Business Communication
Competence in listening develops naturally
FACT: Untrained people listen at
only 25 percent efficiency
Listening is only a matter of
understanding a speaker’s words.
FACT: Nonverbal signals also
help listeners gain understanding.
Daily practice eliminates the need for listening training
FACT: Without effective listening training, most
practice merely reinforces negative behaviors

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THANKYOUFORLISTENING
1st Meeting
Introductionto
BusinessCommunication
STIE GiCI Business School
October2013
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