Business Communication

Unit 1

Business Communication : Scope, Importance and types

Objectives
· Explain the meaning, concept and definition of business communication.

· Describe scope and importance of business communication.

· Know the various dimensions of business communication.

Structure
Introduction Definitions

Scope and Importance of Business Communication Dimensions of Business Communication

Business Communication Skills for effective business management

Introduction
Business Communication is the nervous system of a business. Business cannot happen in the
dearth of communication. According to well-known professors William Pride, Robert Hughes,
and Jack Kapoor, business is 'the organised effort of individuals to produce and sell, for a profit,
the goods and services that satisfy society's needs.' A business, then, is an organisation which
seeks to make a profit through individuals working toward common goals. The goals of the
business will vary based on the type of business and the business strategy being used.
Regardless of the preferred strategy, businesses must provide a service, product, or good that
meets a need of society in some way. Now to run a business, business communication becomes
inevitable. Through communication, organisational goals are disseminated to the individuals
working in the organisation; management decisions are informed to the workers; customers are
made aware of the service, product, or goods sold by the organisation. Therefore business
communication acts as an information-flow and controlling system for an organisation.

The success of a business depends on the efficacy of business communication, because in

business communication, transactions occur between two or more parties to exchange business
related information. These parties can be the management, the government, the workers, the
managers, the customers, the shareholders and so on.

Business communication takes place in various contexts-whether making a business

presentation, conducting a meeting, mediating a dispute, writing up a mail, or negotiating a
business deal. For example, a company like Amway uses presentation as the mode of
information among a close-knit group of customers. Most of the FMCG (fast moving consumer
goods) companies resort to TV advertising to make consumers aware of their products. To
communicate a managerial decision, a manager may use an office order mail. An entrepreneur
may send in a proposal to the government to get approval for a start-up. All of these are formats
of business communication.
 Business Communication is both a necessary and a challenging aspect of business life. A
business may be the most innovative and efficient enterprise in its area but in order to sustain
and survive, it must be able to communicate the value of its products and services to existing
and potential customers. At the same time, the business should also be able to integrate all its
internal stakeholders through its vision and mission so that the desired objectives may be
achieved. It is appropriate to quote Mr. Kumar Mangalam Birla, Chairperson, Aditya Birla Group,
“It is a reality that is either ignored by a large number of managers or if accepted, it is given a
low priority in the event of things. My interactions with thousands of professionals both men
and women over a period of time has led me to believe that communication plays a key role in
the success of any human endeavour, whether it is personal or professional. Failure of any
human effort is not so much a matter of lack of efficiency or competence than a matter of poor
communication. This is more true in business than in any other human activity…”

Thus, effective business communication skills are the prerequisites to business success because
individuals involved in business increasingly face an information overload and shorter time
spans within which they are required to organise their ideas and communicate them clearly and
concisely. Business communication skills can act as the magic wand that can help managers
render their services with utmost sincerity and efficiency.

The changes that have taken place in the business world reflect several developments in the
way business communication skills are viewed. In fact, there has been a shift in perspective, so
that business communication skills take priority over core professional skills. It is also true that
professional knowledge is as important as communications skills but knowledge of highly
sophisticated technical or professional courses will be useless if managers do not know how to
communicate

with others about the information and insights which result from the use and application of
these technical and professional skills.

Definitions
Communication is the lifeblood of an organisation. People in organisations typically spend over
75% of their office time in an interpersonal situation. As poor communication is at the root of a
large number of organisational problems, organisations with effective communication
dramatically outpace others. Thus, effective communication is an essential component of
organisational effectiveness and thereby one of the top drivers of organisational success.

Communication means sharing or exchange of thoughts or ideas. Oxford Dictionary defines

communication as, “the transfer or conveying of meaning”.

Communication is the transfer of information from one person to another, whether or not it
elicits confidence. But the information transferred must be understandable to the receiver –G.G.
Brown

Communication is the intercourse by words, letters or messages- Fred G. Meyer receiving and
interchanging of ideas in commerce and industry. Communication is the art of being
understood- Peter Ustinov
 Most of the scholars use a working definition of communication that is

“Communication is a process of sharing or exchange of ideas, information, knowledge, attitude

or feeling among two or more persons through certain signs and symbols or language- as you
may call it”.

Business Dictionary defines communication as a “two-way process of reaching mutual

understanding, in which participants not only exchange (encode-decode) information but also
create and share meaning”. It defines business communication as, “The sharing of information
between people within an enterprise that is performed for the commercial benefit of the
organisation. In addition, business communication can also refer to how a company shares
information to promote its product or services to potential consumers”.

Business communication can be defined as sharing of information between people within and
outside the organisation that is performed for the commercial benefit of the organisation. It can
also be defined as relaying of information within a business by its people.

Scope and Importance of Business Communication

Business communication is a process where business related information, message, news, etc.
are exchanged among buyers, sellers, producers, suppliers, competitors, government agencies
etc. Business communication is essential to perform management functions and to ensure
organisational success.

Scope of business communication

Scope of business communication means the normal functioning area of this subject. Since
communication is essential in every sphere of human life, its scope is wide and pervasive. From
cradle to grave, human beings are somehow engaged in communication. No one can pass even a
day without communication. Similarly, an organisation cannot function without business
communication. The following is the scope of business communication:

1. Communication in business activities: In this post-modern age, we cannot think of

business without communication. Communication is the lifeblood of business as it provides
necessary information in formulating business plans and policies. It also ensures effective
performance of business activities like production, distribution, finance, warehousing etc. Thus,
the ultimate success of the business depends on successful communication.

2. Communication in management: Management is the means of achieving

organisational goals. Efficiency and effectiveness of management depend on effective
communication with the various internal and external parties. Every function of management
depends on communication. In fact, without information plans cannot be formulated, activities
cannot be organised, directives cannot be issued and control cannot be ensured.

3. Communication in industrial relations: Industrial relation means a labour

management relationship in the industry or in an organisation. Congenial industrial relation is a
precondition for business success. On the other hand, free and fair communication is a
prerequisite for creating good industrial relations. Free flow of information lessens doubt,
confusion and controversies between workers and management. As a result, harmonious
relationships develop in the organisation.

4. Communication in Decision Making: Managers have to make decisions on various

issues daily. Proper information is vital to make perfect decisions and Communication plays a
pivotal role here by supplying relevant information.

5. Communication in international relations: This is the age of globalisation and due to

tremendous development in communication; the entire world is viewed as a single village
(global village). Changes are taking place all over the world and in order to cope with the latest
developments of the world every organisation is expected to communicate with different
quarters very rapidly. The diplomatic, economic and trade relations between and among nations
in the international arena are based on effective and efficient Business Communication.

[Link] in Publicity: In this world of information, every organisation is keen to

advertise itself through some distinctive ways. By Communicating with concerned parties an
organisation does publicity also.

7. Communication in cross-cultural environment:Business environment has widened its

perspectives. And now people of various cultures are working in an organisation giving scope for
people to work and communicate in a crosscultural environment.

8. Communication in media:Business is closely connected to the media. Media is used to

inform people about the business, the product or the services offered. This is done through
newspapers, TV, radio, or social media. Thus, business communication has scope in this sector
while dealing in advertising, media planning and marketing.

Business Communication
Business Communication is very important for any organisation. The following points highlight
the importance of communication:

1. Exchanging information: Communication is mainly the exchange of information

between two or more parties. Through communication, organisations exchange information
with internal and external parties. Communication also brings dynamism in organisational
activities and helps in attaining goals.

2. Preparing plans and policies:Communication helps in preparing organisational plans

and policies. Realistic plans and policies require adequate and relevant information. The
managers collect required information from reliable sources through communication.

3. Execution of plans and policies: For timely implementation of plans and policies,
managers must disseminate those in the whole organisation. In order to disseminate the plans
and policies to the internal and external parties, managers rely on communication.

4. Increasing employee’s efficiency: Communication also helps in increasing the

efficiency of employees. With the help of communication, organisational objectives, plans,
 policies, rules, directives and other complex matters explain to the employees that broaden
their knowledge and thus help them to be efficient.

5. Achieving goals: Effective communication helps the employees at all levels to be

conscious and attentive. It ensures timely accomplishment of jobs and easy achievement of
goals.

6. Solving problems: Through various communication channels, the managers can be

informed of various routine and non-time problems of the organisation and accordingly they
take the necessary actions of steps to solve the problems.

7. Making decisions: Making timely decisions requires updated information. Through

effective communication, managers can collect information from different corners and can
make the right decisions.

8. Improving industrial relation: Industrial relation is the relation between workers and
management in the workplace. Good industrial relations are always desired for business
success. Communication plays a vital role in creating and maintaining good industrial relations.

9. Publicity of goods and services: In the modern age, business is becoming highly
competitive. Almost every competing manufacturer produces products of common
consumption. However, all of them cannot sell equally well. The organisation that can
communicate better, can also sell better.

10. Removing controversies: Effective communication allows smooth flow of information

among various parties involved in the negotiation or transaction. As a result, conflicts,
controversies and disagreements can be resolved easily.

11. Enhancing employee satisfaction: If there is free and fair flow of information in the
organisation, it will certainly bring mutual understanding between management and workers.
Such understanding enhances the satisfaction of employees.

12. Enhancing loyalty: Effective communication helps the managers to be aware of the
performance of their subordinates. In such a situation, the subordinates try to show their good
performance. Later on, if management praises their performance, it will enhance employees’
loyalty.

Thus, business communication serves as the link between all the departments and functions of
the organisation. Communication has many dimensions. These dimensions make
communication in an organisation effective and efficient.

Types / Dimensions of Business Communication

There are various dimensions of communication. It can be based on use of language

[Link] and non-verbal;

[Link] or written based on mode of expression;

[Link] and informal based on relationship;

[Link], downward, horizontal or diagonal based on organisational structure; and

[Link], group or mass based on the number of people involved in the process of
communication.

Dimension 1: Verbal and non-verbal based on use of language;

Dimension 2: Oral or written or audio-visual based on the medium used;

Dimension 3: Formal and informal based on the channel;

Dimension 4: Upward, downward, horizontal or diagonal based on formal organisational

structure;

Dimension 5: Interpersonal, group or mass based on the number of people involved in the
process of communication.

Verbal and Nonverbal Communication

Verbal communication consists of words. It is not only oral but also written. Generally, people consider
oral communication synonymous to verbal communication. Well, it is because one of the meanings of
“verbal” is “oral” in the dictionary. Verbal communication can be broadly categorised into speech and
writing. Speech communication includes face-to-face conversation, talking over the phone, public
address, presentations, meetings and so on. Written communication involves writing letters, emails,
memos, proposals, reports and the like.

According to various surveys conducted across the globe, about 80% of the time a manager in the
organisation spends communicating with others. And most of the communication is oral in nature which
is assisted by nonverbal communication. As discussed earlier, verbal communication uses “words” or
“language” for disseminating information whereas, nonverbal communication does not. For example the
expression “Parking Area” is verbal, but “P” is nonverbal as it is a symbol.

Nonverbal communication basically unveils an individual’s behaviour. It reflects the personality and
temperament of a person. Therefore, managers are expected to understand the meaning of nonverbal
cues singular and clusters. Nonverbal cues consist of kinesics, proxemics, paralanguage, sign language,
time language, object language, action, silence, and demonstration.

Body language is into two categories namely, Kinesics and Postures. Some scholars from the U.S have
tried to develop a vocabulary of body language called kinesics. This is based on the supposition that
body movements may also generate a vocabulary of communication, unique to each culture. Thus,
kinesics can be studied through facial expression, gestures, eye contact, appearance, space, tactile and
odour.

Facial expressions convey a lot more information than words can ever say. A frown on the face shows
discontent, a smile shows joy, an engrossed look with palm on the chin shows thinking and a red face
with a stern look and clipped lips under teeth conveys anger. These instances prove how important are
facial expressions for effective communication.

Gestures are expressions communicated through body movements especially with the help of hands,
neck and shoulder. Curling of the fingers in and out at someone means “come here”, waving of hand
means “goodbye” etc…Gestures have different meanings in different cultures. Smile and cry are the only
universal gestures that human beings across globe use to express pleasure and despair respectively.

Eye contact is quite helpful in learning about a person. Looking at someone in a face-to-face discussion
usually refers to looking into the eyes of a person. The eyes along with the eyebrows, eyelids and pupils
convey feelings of people. For example, raised eyebrows with dilated pupils show that the person is
surprised, excited or frightened.

Appearance includes the body structure, shape and posture. People with heads held high with a straight
body posture are considered to have a good personality. These people are perceived as ones with great
integrity, confidence and self-respect as against ones who bow their heads down or keep leaning. Body
shapes also create an impression on the on-looker. Fat and soft people often evoke laughter as they are
perceived as lazy and inactive. Tall, thin and youthful people are accepted better in the society than
their fatter counterparts.

The distance between persons conversing face-to-face can be divided into intimate, personal, social and
public space. According to [Link], social scientist, intimate distance is from physical contact to
18” (between close friends and relatives), personal distance is from 18’ to 4’ (between comrades, peers
etc…), social distance is from 4’ to 12’ (between officials of various cadres) and public distance is 12’ and
above (while communicating with a large audience). This type of space distancing between people is
called proxemics.

Touch is also a non-verbal form of communication. This is referred to as haptics. While shaking hands
with a stranger, one can realise whether the person is tough, warm, gentle or flirtatious. This can be
made out through touch. A child reciprocates well to its mother’s touch, whereas it retaliates when the
touch sounds unfamiliar. Thus, touch is an integral part of communication that can help understand a
person better.

Many cultures in the world have often emphasised the importance of smell (olfactics) in knowing about
an individual’s personality. This is included in the non- verbal communication as odour. With the
western corporate culture growing, people are getting used to various kinds of deodorants to hide their
body [Link] few cultures fragrance is an important part of one’s personality like in middle-east Asian
countries. In India too, women are supposed to possess a sweet smell to depict their gentle nature.

Posture is a part of body language. It has been discussed briefly in the section <appearance=. Posture is
not just an aspect of appearance, but is an effective form of non-verbal communication. Standing erect
with straightened shoulders

communicates that the person is dynamic and active. At the same time, a person with leaning back and
drooping shoulders appears to be lazy. Similarly sitting postures also affect communication. These
examples can be visualised in a seminar situation. If the speaker is leaning or bending, the audience
loses interest very [Link] if the speaker is maintaining a straight posture, the audience appears
active.

Paralanguage

Para means “like”. Paralanguage refers to the manner in which language is spoken. To understand this
better, let us consider this sentence- “She is clever”. This sentence can be spoken in different ways-
a) |She is \clever. (Fall in the tone indicates a statement.)

b) |She is »clever. (Rise in the tone indicates a question.)

c) |She is ˇclever. (Fall- rise tone indicates that the speaker is implying something that is not
spoken.)

Thus, paralanguage is the <how= in spoken language, while the words and sentences are a part
oof“what” in oral communication. Paralanguage includes voice, volume, speed, stress, intonation, pitch
and pause. This is quite apparent when we listen to a speech. The voice quality attracts us to the
speaker. For example, the voice of the famous film star Amitabh Bachchan attracts audiences due to its
clarity, modulation and depth. Volume and speed are also important in oral communication. Loudness
of voice, usually, depends on the audience a speaker addresses. Any unusual use of loudness can lead to
poor communication.

Object Language

The objects that people possess have a language of their own. This includes the dress that is worn, the
accessories and other possessions that are carried or exhibited. For example, one can make out that a
person is a lawyer or a doctor by his or her overcoat. People wearing watches are considered to be time
conscious and those with gorgeous ornaments are perceived to be rich. Similarly, a clean dress with
polished shoes is a symbol of smartness. Thus, objects and dresses communicate about a person and
cannot be neglected as petty things.

Time Language

“Time and tide wait for none”- this an age old saying and so people who respect time communicate
sincerity, discipline and alertness. Time is also equated with money. A latecomer is not perceived to be
sincere and people avoid giving such a person responsible tasks. Similarly procrastination is considered
to be a symbol of irresponsibility. Thus, time communicates about a person’s nature. It is also true that
the importance that we attribute to time is culture specific. In western culture, there is nothing more
important than time. But in Indian culture, we have a relaxed attitude to time.

Sign Language

Signs and symbols are the most primitive forms of communication. The cave paintings by early man are
examples that our ancestors used signs and symbols to express themselves in times, as early as the
Stone Age. Sign language is a part of modern day communication also. The visual or graphical signs like
no parking, no smoking, traffic lights etc… are good examples of modern day sign language.

Sign language can be visual and audio. All the pictorial, graphical and physical representations come
under sign language. Even the gestures meant to communicate with people who are hearing impaired
come under sign language.

The jingle associated with a particular object, organisation or person is an example of audio sign
language. Fire alarm, police siren or the siren of the ambulance communicate an emergency. Thus, signs
and symbols are an important part of nonverbal communication.

Action, Silence and Demonstration

Action language is a combination of body language and other forms of non-verbal communication.
When we see a man, from a distance, with a spade in his hand and going up and down with the spade,
we can make out that he is digging. We guess that's because of his actions. Various forms of dances and
dramas are examples of action language. In a corporate situation, effectiveness of communication is
judged by the following course of action. Thus, action is a vital form of communication.

Silence is also a form of communication. Though silence is interpreted in different ways in different
circumstances, nevertheless it is very important for proper understanding. Silence while working means
concentration and discipline. Silence in a funeral is respect. Silence in a workplace without any work
means protest. Silence of an accused in the courtroom is acceptance of guilt, and silence of the top
management on the bonus issue means non-acceptance. Thus, silence communicates.

Pictorial demonstration in the manual that is given with electronic equipment helps in learning the
operation of the equipment. Most of the time, pictorial instructions are understood better than the
written instructions. This is a form of non-verbal communication that is demonstration. Demonstration
can be of two types viz… pictorial or graphical and physical. Physical demonstration is done under
simulated situations. Demonstrating an operation in the operation theatre or a director enacting a
character for the benefit of the actor, are examples of live or physical demonstration. Salespersons
display and demonstrate their products in kiosks along pedestrian paths, office exits and petrol pumps.
This is done to give customers a first hand experience of the product and lure them into buying the
product. Test drives are excellent examples of live demonstration.

Formal and Informal Communication

Expressions can also be formal or informal based on the way they are uttered. These differences come
into being due to proximity, nature of interaction (scheduled or unscheduled) and mode of transmission
of the messages. Formal communication, as the word suggests, is more organised and has official
sanction. On the contrary, informal communication, also called the grapevine, is unplanned and
emerges from informal relationships people share. So while meetings, planned discussions, extending
courtesy and the like are formal forms of communication, gossip, idle talk, personal chats and
unscheduled exchanges are informal forms.

The degree of formality in the choice of words used in a piece of conversation also gets affected by
situation and relationship. “All participants are requested to go upstairs” is a formal expression whilst
“up you go chaps” is informal.

Communication is not always formal. In fact informal communication is far more active in the
workplaces than formal communication. According to a study conducted by Whittaker, people at the
workplace spend between 25% to 70% in face-to- face conversations, and about 88% to 93% in
unscheduled communication. This shows the widespread prevalence of informal communication in
corporate houses.

As per a research study conducted by J. David Johnson the difference between formal and informal
communication can be cited as, “informal communication usually does not follow the organisational
chart and tends to be more personal, for example, work-related discussions with co-workers, calling
friends in another work unit on how to handle a work problem, etc. Formal communication is
considered to be “official” such as oral communication up and down the organisational chart and
written communication contained in formal memoranda and departmental directives”.

Interpersonal, Group and Mass Communication

Communication can be interpersonal or mass depending on the number of participants involved. It also
depends on the factors like sense of immediacy, intimacy, involved tone, shared knowledge and
experience. Interpersonal communication essentially has clearly defined communicators whereas mass
communication includes one and all without much ado about specific identification. Therefore, face-to-
face interaction is interpersonal and a news telecast or broadcast is mass communication. A letter for a
specific audience is interpersonal and a newspaper article is mass communication.

In an organisational situation, memos, office orders, letters and circulars can be tagged as interpersonal
communiqué. Advertisements, publicity and promotional materials are for mass information and thus
they are referred to as mass communication.

Group communication refers to involvement of more than two persons in the process of
communication. It relates to transactions among the members of the group who are required to be
involved in the process and the communication is incomplete

without their participation. Meetings, group discussions, panel discussions and conferences etc… are
examples of group communication. Informal group interaction in organisations is also group
communication. A cohesive group makes a team only if the communication among the members is open
and transparent.

Upward, Downward, Diagonal and Horizontal Communication

Organisational Communication could be internal operational or external operational depending on

whether the audience is staff or external public.

Organisational Communication could be internal operational or external operational depending on

whether the audience is staff or external public. Depending on the organisational structure,
communication could be upward, downward, horizontal or diagonal. Upward relates to communication
from the lower levels of hierarchy to the upper levels; downward is from upper level to lower level
hierarchy; horizontal communication takes place among peers, and diagonal communication takes place
across levels and departments. For instance, communication from Vice President (VP) to President is
upward communication, and President to VP is downward communication. When VP Marketing
communicates with VP Sales or VP Production, it is horizontal communication. Sales Manager
communicating with an Accounts Officer is an example of diagonal communication.

Formal channel of communication in an organisation is based on the organisational philosophy, policies

and structure (as discussed in the previous section). Formal channels can be upward, downward,
horizontal and diagonal. This is the way a piece of communication moves in an organisation. But it is not
all, since communication is not always one to one. It can be in a group, or its movement can be at
various levels. For example, a sales representative reporting to the District Manager and Sales Manager
at the same time can be considered as upward communication but this description is not complete in
itself.
Informal channel of communication, also called the grapevine. It is characterised by proximity between
persons, perception of members as reliable or knowledgeable, friendship and trust between one
another, getting to know each other outside the workplace, and seeing each other at times when
informal communication networks are needed. It is unsanctioned communication and usually releases
stress while persons are at work. It is important because it gives an opportunity to build relationships
among the employees.

Business Communication Skills for effective business management

Business communication skill is the ability an individual displays in effectively dealing with clients,
colleagues, subordinates, and supervisors in a professional manner..

Communication skills are generally understood to be the art or technique of persuasion through the use
of oral language and written language. To understand the basic of communication skills, one needs to
understand that communication is one of key skills that is needed by one and all in an organisation. It
includes vast experience, actions and events; also a variety of happenings and dealings, as well as use of
different technologies. This includes formal meeting, seminars, workshops, trade fairs, etc. Then there is
communication through media such as radio, TV, newspapers, websites etc…

Communication is generally classified into four basic categories like, Verbal and non-verbal;
Technological and non-technological; Mediated and non-mediated; Participatory and non-participatory.
However, the commonly known types of communications are:

a) Interpersonal communication skills: This implies individual reflection, contemplation and

meditation. One example of this is transcendental meditation. According to the experts this type of
communication encompasses communicating with the divine and with spirits in the form of prayers and
rites and rituals.

b) Interpersonal communication skills : This is direct, face-to-face communication that occurs

between two persons. It is essentially a dialogue or a conversation between two or more people. It is
personal, direct, as well as intimate and permits maximum interaction through words and gestures.
Interpersonal communications maybe.

Focused Interactions : This primarily results from an actual encounter between two persons. This implies
that the two persons involved are completely aware of the communication happening between them.
Examples include, discussions, meetings etc…

Unfocused interactions: This occurs when one simply observes or listens to persons with whom one is
not conversing. This usually occurs while walking past office, departments,canteen etc…

c) Non verbal communication skills : This includes aspects such as body language, gestures,
facial expressions, eye contact, etc., which also become a part of the communicating process; as well as
the written and typed modes of communications.

Mass communication skills: This is generally identified with tools of modern mass media, which includes:
books, the press, cinema, television, radio, website etc. It is a means of conveying messages to an entire
populace.
d) Presentation skills: Presentations skills and public speaking skills are very useful in many
aspects of work and life. Effective presentations and public speaking skills are important in business,
sales and selling, training, teaching, lecturing, and generally feeling comfortable speaking to a group of
people.

Apart from this, basic language skills are essential for business communication. These skills are listening,
speaking, reading and writing.

Listening skills

Supervisors spend a good deal of their workday in activities that involve listening. Like attending
meetings, briefings, and lectures; giving instructions; receiving instructions; sharing information with
management and employees; receiving information from co – workers; making decisions based on
conversations; marketing products or services; supervising others; interacting with guests to provide
services; providing services for groups or departments; giving presentations; using the telephone and so
on.

A good listener is an active listener. That is, the listener is an active participant in the communication
process. He or she is involved verbally, nonverbally, mentally and physically in the communication.

Speaking skills

Speech is for others to understand. The confusion and misunderstanding in conversation are due to
ineffective, faulty and vague speech. Speaking a language intelligibly is essential because speech is
effective only if the listener has understood it. In an organisational situation, speech is used in
conversations, discussions, and for addressing the public/ large gatherings. To speak language
intelligibly, one needs to take care of the following points:

To speak language intelligibly, one needs to take care of the following points:

Learn the Language Right: It is important to know the language in which one intends to communicate.
Learning the language means; learning its vocabulary, word usage, phrases, structures, grammar, idioms
and so on.

Audibility of Voice: Different situations demand different speech quality. It means that while a loud
voice is appropriate in a motivational speech, a soft voice is highly called for in a condolence speech..

Controlling Pace: The pace of the speech should be as per the requirement. For instance, a running
commentary needs to be fast-paced whereas a boardroom presentation needs to be poised. One needs
to show restraint.

Bringing out the Meaning: Even when voice and words are easily and suitably audible, the meaning of
what is said may not be conveyed. For instance, if a manager instructs the employees to prepare for a
meeting in these lines, “let the floor of the room look like a newly-wed bride draped in a bright red sari”,
the employees may not understand the analogy. They may also find it absurd. The manager may just
say, “Place red carpet in the meeting room, and ensure that the colour of the carpet is bright red”.
Speaking should bring out the meaning of the message. It should not sound valueless.

Sincerity: A speech, if it is to sound sincere, must be stimulated by thought, feeling and imagination.
Feelings cannot be mimed. Thoughts cannot be stolen. And imagination cannot be replicated. People
appreciate genuine feelings, good thoughts and pleasant imaginations. Novel ideas and sincere efforts
are never ignored. Therefore, one should speak with full sincerity.

Tone: Tone is the quality of sound or voice. Tone indicates the speaker’s attitude towards a message and
the response sought from the listeners. The word choice, paragraphs, structure and the punctuations
used while writing are perceived through tone in spoken language. Tone helps to persuade, to influence,
to gain goodwill and inspire confidence. Selection of words also affects tone. Therefore, the speaker has
to choose the words carefully keeping the context and the audience in view.

Opening and Closing Words: The opening message should carefully be framed for the situation,
audience, and the subject with appropriate words and sentences to draw the attention of the listeners.
The message should flow as a single core-thought that keeps the audience engaged in the speech. The
ending of the speech should have a reverberating effect so that the audience keeps recalling the speaker
and his/her speech.

Avoid use of Slang: “Slang” means words and phrases used very informally in a speech, and not for
formal and polite use. Appropriate occasion is important for its use but should always be used with
great care. Generally

they are used in the relation of a humorous anecdote in a closed circle. For instance, a senior asks the
subordinate, “How are you”? The subordinate responds, “cool”. This is not appropriate. The normal
response would be “fine”, “okay” or “good”.

Reading Skills
Reading is generally considered as a passive skill. It is not considered much important for managers by
many people. But, that is not true. Reading is as essential as is speaking, listening or writing. A manager
needs to read letters, memos, circulars, office orders, proposals, legal notices and customer complaints.
It is necessary that the written documents are read purposefully and understood correctly so that
appropriate decisions may be taken. For example, if a bank manager inappropriately comprehends a
project proposal and sanctions a loan, there could be dire consequences that the manager would have
to face. Similarly, if a customer complaint is not understood properly, it may result in a delayed action
that could spread bad word of mouth about the company.

Reading skills are specific abilities which enable a reader to read the written form as meaningful
language, to read anything written with independence, comprehension and fluency, and to mentally
interact with the message.

Strategies for quick and effective reading

· Previewing: reviewing titles, section headings, and photo captions to get a sense of the
structure and content of a reading selection

· Predicting: using knowledge of the subject matter to make predictions about content and vocabulary
and check comprehension; using knowledge of the text type and purpose to make predictions about
discourse structure; using knowledge about the author to make predictions about writing style,
vocabulary, and content

· Skimming and scanning: using a quick survey of the text to get the main
idea, identify text structure, confirm or question predictions

· Guessing from context: using prior knowledge of the subject and the ideas in the text as clues to the
meanings of unknown words, instead of stopping to look them up.

· Paraphrasing: stopping at the end of a section to check comprehension by restating the

information and ideas in the text

Writing Skills
Writing is a Craft. The two basic principles of writing are clarity and precision. To write effectively one
needs to learn the rules that govern the language. But by merely adhering to the rules of grammar and
syntax a person may not be able to write skillfully.

Writing involves the following steps:

1. Prewriting: This is the step where the writer has to think. The writer needs to decide on a topic
to write about, consider the reader’s perspective, brainstorm ideas about the subject, list places from
where information can be sought and do research.

2. Drafting: This is the step where one writes. Put the information you researched into your own
words. Sentences and paragraphs are written as ideas flow (even if they are not perfect). It includes
reading what is written and judge if it says what is meant. Asking for suggestions for improvement can
also be of help.

3. Revising: This step makes writing better. This step involves repeated reading of what is written,
considering the opinions of other persons, rearranging words or sentences, deleting or adding parts,
replacing overused or unclear words, ensuring that the flow is smooth.

4. Proofreading: This step ensures that the writing is correct. It is done to check if all sentences are
complete, rules governing spellings, capitalization, and punctuation are used correctly, deletion of words
that are not used correctly, getting the work checked by someone else and recopying the work correctly
and neatly..

5. Publishing: This step is the final one that makes the writing a finished product. This includes
sharing the work with the reader/ audience for whom it is meant.

These are some of the important business communication skills for effective business management.

Summary
Communication is the sharing or exchange of thoughts. During this process, there is an exchange of
ideas, information, feelings, attitudes, and an attempt to build rapport or develop mutual
understanding. This process uses oral, written or nonverbal means to establish mutuality.

Business communication occurs in a business context. It can be defined as the sharing of information
between people within an enterprise that is performed for the commercial benefit of the organisation.
In addition, business communication can

also refer to how a company shares information to promote its product or services to potential
consumers.
Business communication is important for any organisation because it helps in smooth functioning of
business, taking proper management decisions, maintaining industrial relations, managing publicity and
media etc…

Business communication has many dimensions that include verbal and non-verbal communication,
formal and informal communication, interpersonal and mass communication, upward-downward-
horizontal communication etc…

Business communication skills are essential for effective business management. These skills are
listening, speaking, reading and writing. It also includes intra- personal, interpersonal, presentation and
media skills.