BUSINESS
COMMUNICATION
The word ‘Communication’ is derived from
the Latin word ‘Communicare’
Which means ‘to make common, to share, to
transmit or to impart’.
Thus communication can be considered as
process that involves the transfer of
information, ideas, emotions, feelings etc.
between people.
‘Business Communication differs from other
types of communication, not by its means of
communicating but by its objectives’
Business communication
Its all about:
Marketing
Brand management
Customer relations
Consumer behavior
Advertising
Public relations
Corporate Communication
Community engagement,
Reputation management,
Interpersonal communication
Business Communication vs. External Customers
The Only Completely Portable Skill
You will use it in every relationship
You will need it regardless of your career path
The “Information Age”
The history of civilization is the history of information
Language and written documents facilitate the transfer of
information and knowledge through time and space
Your Quality of Life Depends Primarily on Your
Communication Skills
You Cannot Be Too Good at Communication
People Overestimate Their Own Communication Skills
Achiever
Communicator
Specialist
Perfectionist
A C
P S
Achiever
Likes to set goals, challenge the environment and win.
Sees life as a competition.
Communicator
Likes to achieve results by working with and through people.
Finds more enjoyment in the process than in the results.
Specialist
Likes to plan work and relationships.
Finds enjoyment in knowing what to expect.
Perfectionist
Enjoys jobs requiring attention to detail.
Complies with authority and tries to provide the “right”
answer.
Business Communication
Process
Noise
Sender Encoding the Message Decoding the Receiver
message message
Feedback
Trans. 15-4
Receiver Understanding
Receiver Response
Favorable Relationship
Organizational Goodwill
Sender is responsible for these goals.
BUSINESS COMMUNICATION
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
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?
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?
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
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
ICT has brought many advantages but also has its
limitations:
It enables speedy communication
It can be cheap and save on costs (e.g. Video conferencing)
It can be expensive in hardware requirements
It can seem impersonal
It can be abused
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.
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!
(Nonverbal Behavior)
The gestures, postures, and
facial expressions by which a
person manifests various
physical, mental, or emotional
states and communicates
nonverbally with others.
There are two basic groups
of body language postures:
OPEN/CLOSED
and FORWARD/BACK
They are
Responsive
Reflective
Combative
Fugitive
In responsive mode, OPEN/FORWARD the person is
actively accepting.
Interpretation types
- Engaged
Eager
Ready to agree
Engaged
Leaning forward
Open body
Open arms
Eager
(Sprint Position)
Open legs
Feet under chair
On toes
Ready to agree
Closes papers
Pen down
Hands flat on table
In reflective mode, OPEN/BACK, people are interested
and receptive but not actively accepting.
Interpretation types
- Listening
Evaluating
Attentive
Listening
Head tilted
Lots of eye contact
Nodding
High blink rate
Evaluating
Sucks glasses / pencils
Strokes chin
Looks up and right
Legs crossed in 4 pos.
( Ankle on knee )
Attentive
( Standing )
Arms behind back
Smile
Open feet
In combative mode, CLOSED/FORWARD, there is active
resistance
Interpretation types
Defiant
Lying
Let me speak
Aggressive
Defiant Let me speak
( standing ) Finger tapping
Hands on hips
Foot tapping
Frown
Staring
Lying
Aggressive
Touches face
Leaning forwards
Hands over mouth
Finger pointing
Pulls ear
Eyes down Fist clenched
Glances at you
Shift in seat
Looks down and to left
In fugitive mode, CLOSED/BACK, people are trying to
escape physically through the door or mentally into
boredom.
Interpretation types
Bored
Let me go
Rejection
Defensive
Bored Rejection
Staring into space Sitting / moving back
Arms folded
Slumped posture
Legs crossed 11 pos
Doodling
( Thigh on knee )
Foot tapping
Head down
Let me go frown
Feet towards door Defensive
Looking around ( Standing )
Buttoning jacket Feet pointing in
Hands clenched
Knowing how to read body language is a useful
communication skill. So one should know how to use it. It
might help us in a cracking a business deal, that crucial
meeting, the business function, or that special date!
10% of what they READ
20% of what they HEAR
30% of what they SEE
50% of what they SEE and HEAR
70% of what they SAY
90% of what they SAY and DO
CONCISENESS
The following are suggestions to achieve conciseness in your
communication:
1.Use single word substitute instead of phrases whenever possible
without changing meanings.
2.Use only essential words to get the message across to the reader
3.Omit “which” and “that” clauses whenever possible
4.Eliminate unnecessary prepositional phrases, determiners and
modifiers
5.Omit repetitive wording, redundant pairs, and redundant categories
6.Replace wordy conventional statements with concise versions
7.Change passive verb into active verbs
COMPLETENESS
a)Provide all necessary information
Answer the five W questions.
b) Answer all questions asked
c) Give something extra when desirable.
"Desirable" details wears essential.
Use concrete or exact terms to make it complete but still concise
The following are suggestions to achieve consideration or the “you-
attitude” in your letter.
1.Focus on “you” instead of “I” and “we”
2.Take an interest in the reader; show how the reader will benefit
3.Emphasize positive, pleasant facts/
a. Stress what you can do, not what you can not.
b. Avoid negative words and phrases
1. Use specific facts and figures
Use exact and precise statement or figures in place of general words to make your
message more concrete
2. Put action into your verbs
Verbs activate other words and make your sentences active and more convincing
a. Use the active voice
When the subject performs the actions described by the verb, the verbs is in the
active voice.
b. Put actions in the verbs not in nouns
3. Choose vivid, image building words.
Use words that will make your messages forceful, vivid and specific are sensory
appeals
Business writing uses fewer descriptives than does a magazine article or any
other fictive writing.
a. Sensory-appeal
b. Comparisons
Use technical words with caution
In Business communication, it is important to understand the audience, so
a business writer can choose the familiar and appropriate words.
To achieve Clarity:
1.Choose precise, concrete and familiar words
2.Construct effective sentences and paragraphs
3.Use parallel constructions
a. Construct consistent lists
b. Watch Either or Neither
c. Be certain that titles and names are consistent
4. Avoid using trite or hackneyed expressions
1. Be sincerely tactful, thoughtful and appreciative
2. Use expressions that show respect
a. Omit irritating expressions
b. Omit questionable humor.
3. Choose non discriminatory expressions
a. Sexist terms shouldn't be use
b. Singular pronoun should be avoided
c. Names
When using names treat each gender with respect, use names in parallel
forms
As applied to business messages, the term correctness also means the
following characteristics:
1.Use the right level of Language
2.Check accuracy of figures, facts and words
3.Use the correct word
4.Maintain acceptable writing mechanics
