The document discusses the critical role of communication in business growth, highlighting the need for effective internal and external communication to foster professional relationships and enhance business success. It outlines essential concepts, tools, and strategies for improving communication, emphasizing the importance of a communications policy and strategy for focused organizational communication. Overall, the document asserts that effective communication contributes significantly to strategic direction, employee engagement, and market positioning.

1. The Impact of Communication on
Business Growth
Kelvin Kizito
Fast Lane Communications (U) Ltd.
January 2015

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Meet Kelvin Kizito
• MABJ from the City University of New York, courtesy of a Reuters
Fellowship.
• Published articles in various newspapers, journals and magazines.
Six years ago ‘crossed over’ to public relations and communications.
Consulted for the World Bank, GIZ, Stanbic Bank.
• Worked for British Council as Communications Manager. UMA as
Information Officer. Post Bank as Communications Manager. U.S.
Mission Uganda (American Embassy) as Information Assistant.
• Four years ago I joined BoU; where I now serve as Assistant
Director, Communications Department.
• Since joining BoU, I have participated in several international
conferences and seminars, the most recent one was in October
where presented a paper on how Social Media Enhances Central
Banking Communication, San Francisco, California, U.S.

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Communication is the pillar on which
professional relationships are built.
For your business to grow you need to
relate well with your clients, partners,
associates and employees.

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Key Area s
• Concept
• Essence
• Functions: Internal Vs External
• Rationale
• Q & A

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The Concept
Key Learning Point: You need to communicate in a such a way that your
intended audience understands the message and you should have the
capacity to evaluate the impact of your communication.

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The Essence
Key Learning Point: Effective communication fosters strategic direction and focus,
which results into business growth.
Enhance awareness of your
goods and services among
external stakeholders.
Giving quick information better
understanding amongst staff
so that they may have a buy-in
Directives
• Staff & stakeholders
• Media
Advertising
• General public
• Media
Informing
decisions and
actions
• General Public
• Media

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Tools: Internal
Key Learning Point: Effective internal communication enhances external communication.
For significant business growth to occur, communication has to start internally.
Internal Communication
Optimize
Communication
Culture in the
organization
Have internal an
internal
publication/newsletter
Establish Intranet as
the premier source of
timely and reliable
information
Develop Knowledge
Networks (Knowledge
Sharing Sessions,
technical groups)
Communication from
Management

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Tools: External
•
Key Learning Point: Effective external communication can help position your
products and services in such way that their demand increases and consequently
business growth.
External Communication
Awareness
initiatives about
goods and
services lectures,
debates,
exhibitions,
Regular features,
opinions and
commentaries in
print & electronic
media
Better managed &
enhanced use of
Website, Social
Media
Speeches and
Press Releases
Standardize
Branding so that
products are
easily identified

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Rationale
Communications Policy Vs. Communications Strategy
• Communications Policies are reviewed periodically or
whenever need arises.
• Communications strategy, have an implementing unit, spell
out audiences, messages, methodology, feedback
mechanism, capacity building, spokesmanship.
• Key Learning Point: Having a communications policy and a
communications strategy enables an organization to
communicate in a focused manner and have desired
business growth.

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Recap
Restate thesis: Let’s recap. We know that communication is the pillar on which professional relationships are
built. For your business to grow you need to relate well with your clients, partners, associates and employees.
Recap Supporting Point A declarative statement (The Concept): You need to communicate in a such a way that
your intended audience understands the message and you should have the capacity to evaluate the impact of
your communication..
Recap Supporting Point B declarative statement (The Essence): Effective communication fosters strategic
direction and focus, which results into business growth.
Recap Supporting Point C declarative statement (Tools: Internal): Effective internal communication enhances
external communication. For significant business growth to occur, communication has to start internally
because it results into a healthy relationship with employees, which is crucial for business growth.
Recap Supporting Point D declarative statement (Tools: External): Effective external communication can help
position your products and services in such way that their demand increases and consequently business
growth.
Having a communications policy and a communications strategy enables an organization to communicate in a
focused manner and have desired business growth.
Thank you, open for Q&A

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Q&A