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What is communication
Communication is defined as “The flow of material
information perception, understanding and imagination
among various parties”.
Components of communication
• Business communication means, “Flow of
information ,perception etc. either within a
business organization or outside the
organization among different parties.
• Business communication differs from other types of
communication not by meaning, but by its objectives.
• Communication is important because it is about how
information is sent and received within firms
Inward and outward business
This is the information, which the organization receives from external
The communication maintained by the organization/firm with the
outside world in order to ensure the market stability of the business.
types of business communication
A type of communication designed to protect the individual,
company or organization facing a public challenge or some
internal/external loss to its reputation.
Need for Crises communication
Investigation from government agencies
Legal, ethical or financial issues
Decrease in annual profit
Infra structural disaster
Features of crises communication
Crises communication is basically the prevention of the situation
before they accelerate the full blown disaster/crises. Its basic
features are as follows:
Quick , efficient and effective response
Maintenance of positive image
Maintenance of emergency technological requirements
Handling the outside communication e.g. media and news
Internal and external organizational
Setting goals and objectives (customer services,
product quality, employees satisfaction and market
Hiring the employees ( advertising the vacancies,
receiving the applications, interview calls, conducting
Making and implementing decision.
Appraisal of whether the desired outcome is being
achieved ( manual papers, reports, computers)
Dealing with customers through brochurs, sale calls and
Manufacturing the products( purchasing raw
material, distributing to the working class, marketing is
done through effective communication)
Negotiating with suppliers and franchisers for specific
requirements and demands ( filling out loan applications
for the lenders.
Informing the investors through balance sheets, income
statements and ratio analysis
Interacting with the government ( communication of
government rules, filling taxation forms and other
Interaction between employer and employees (
applications, complaints about new policies and
circulars, business meetings.
Channels of business communication
In organizations, communication flows/ works in specific
paths or channels.
• Communication between managers and
subordinates is known as vertical
• This is because the information flows up or
down the hierarchy
• Communication between departments and
functions is known as Lateral communication
Principles of business communication
For transmitting effective written or oral messages, Certain principles must be followed.
These principles are advocated by Francis J. Bergin provide guidelines for choice of
content and style of presentation adapted to the purpose of the receiver of the message.
These principles are also called 7 Cs of communication.
7Cs of Communication
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 and
In business communication, you should be brief and be able to
say whatever you have to say in fewest possible words because:
. A concise message saves time and expense for both sender and
concise messages are inherently more interesting to recipients
as they avoid unnecessary information.
Your message should be clear and unambiguous:
1. Choose short, familiar, conversational words.
2. Construct effective sentences and paragraphs.
3. Achieve appropriate readability (and listenability).
4. Include examples, illustrations, and other visual aids, when desirable.
. The term correctness as applied to business messages means right level of
language and accuracy of facts, figures and words.
1. If the information is not correctly conveyed, the sender will lose credibility.
2. superiors will vitiate decision making process.
3. outsiders will spoil the public image of the firm.
4. To convey correct messages, grammatical errors should also be avoided.
Consideration means to keep the audience and the reader in your mind while
preparing the message. Consider yourself at their place:
their desires, problems, circumstances, emotions, and probable reactions to
handle the matter from their point of view
This thoughtful consideration is also called "you-attitude
You should be courteous enough to make your message smooth and deliver it
the way others can easily comprehend.
• Courteous messages help
to strengthen present business friendships, as well as make new friend
Be sincerely tactful, thoughtful, and appreciative.
• Omit expressions that irritate, hurt, or belittle.
• Grant and apologize good-naturedly.
• Communicating concretely means being specific, definite,
and vivid rather than vague and general.