BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY)
BBB LLB Sem IV Second Year
Business Communication
Unit 1 Meaning of Communication
The word communication which comes from the Latin word “communicare” meaning to make
‘common’ is used in common talk, usually, to mean speaking or writing or sending a message to
another person. Communication is really much more than that. It involves ensuring that your
message has reached the target audience, (that is, the persons to whom it is sent) and that the
receiver understand and responds as you want them to. It also involves ensuring that you yourself
take care to receive, understand, interpret, and respond to messages that are sent to you.
Communication is an important aspect of behaviour; human communication is affected by all
factors that influence human behaviour.
Definitions
“Communication is a process of passing information and understanding from one person to
another.” -- Keith Davis
“Communication is any behaviour that results in an exchange of meaning.” – The American
Management Association
“Communication is the process by which information is passed between individuals and/or
organisations by means of previously agreed symbols.” -- Peter Little
Business Communication
The term business communication is used for all messages that we send and receive for official
purposes like running a business, managing an organization, conducting the formal affairs of a
voluntary organization and so on. Business communication is marked by formality as against
personal and social communication.
It includes both written and oral communication. Letters, reports, memos, notices are all formal and
part of commercial and business activity; so are interviews, meetings, conferences, presentations
and negotiations. Some of these are more formal than others; a group discussion would be less
formal than a company meeting; a letter is less formal than a report.
Friendly chatting, letters between friends and family, reciting poetry for one’s own pleasure or
telling stories to entertain friends, are not included in business communication.
The study of communication and efforts to develop skills of communication are needed because
communication is absolutely necessary for business. And there is no one who does not have to
engage in some kind of business activity. Persons in all professions need to cultivate skills as
needed for their work. Doctors, engineers, chartered accountants, actors and others in the
entertainment industry, managers of all kinds of organisations, educators, besides persons engaged
in business enterprises have to engage daily in some kind of business communication.
Essential Characteristics of Communication
The essential characteristics of communication are:
Communication is unintentional as well as intentional: We do not always succeed in conveying
exactly what we want to; the target receiver may receive less or more, or even something other than
what we intended to convey. In fact, communication does not happen exactly as the sender wishes.
It often fails.
Communication takes place even when we do not plan it and when we are not conscious of it; we
may communicate something that we had not intended to communicate. Our non-verbal behaviour,
which is always present, conveys something about us.
Communication is dynamic: A process is an ongoing activity. Communication is a process and is
always changing, always in motion, it grows and develops. Even if the same two persons exchange
the same ideas again, the communication will not be exactly the same as it was the first time,
because the two persons have grown and developed and changed since then. Every time we engage
in an act of communication, we bring to it all our previous experiences, feelings, thoughts, attitudes
which have been formed by other communication events.
Communication is systematic: Every component of the process is affected by every other
component. The source, the environment, the goal, the medium, the nature of the message, the
receiver, the feedback, all affect one another. If the audience is inattentive or uninterested, the
source is not able to communicate effectively. If a wrong medium is chosen, the message may fail
to have the intended results; if the sender’s goal is not clear, the message will be confused.
Disturbance at any stage in the communication process affects the entire process.
Communication is both interaction and transaction: The two participants, the source and the
receiver, exchange ideas and information and influence each other during the process of
communication. They also come to a shared and common meaning as a result of the communication.
They share as well as exchange thoughts and meanings.
Functions of Communication
The functions of Communication can be seen as following:
Information: The first and foremost function of communication is to provide information. The
prime objective of providing information is to present facts, instructions, rules, guidelines,
explanations, and examples. This function is performed in many ways. Before providing or passing
on information, one has to receive, collect, sift information from various sources, both external and
internal, and through various media, verbal and non-verbal, body language or paralanguage, sign
language or audio-visual aids, books, journals, newspapers, advertisements, brochures etc.
The information thus gathered is of vital importance to the top individuals and groups. It helps them
to make decisions by identifying, analysing and evaluating the data, and considering alternative
choices. In other words, policy decisions can be taken only when information is available.
Proper transmission of information is also of great educational value to employees. Unless they are
given useful information from time to time they are likely to remain ignorant, uncultivated, or
inadequately equipped.
Information made available to the world outside the organization also educates the public.
Advertisements, special articles, information talks, etc. play a role in this regard.
Control: The next important function of communication is to control ‘member behaviour’ in several
ways. This can involve the act of persuading, describing or even narrating. With effective
persuasion, description or narration we can control the perception and mindset of the listener. The
function of control through communication is to be achieved by bringing about a change in the
receiver’s thought pattern. If done in a positive direction, the control allows the convincing and
compelling towards the target which as a result leads to an upturn in productivity. However, the
sender, usually the higher authorities in the organization, must acknowledge that the control does
not turn authoritarian.
Every organization has a hierarchical system and formal guidelines that the employees are suppose
to follow. When, for example, the employees are required to follow their job description or
instructions, or to comply with company policies, communication is performing a control function.
This very function also gives the employees their code of conduct. It is generally expected of the
employees to first communicate their grievances or complaints to their immediate boss. They have,
in this way, to follow the formal channel of communication.
But, at the same time, it must be pointed out, informal communication also controls behaviour. By
talking informally in groups the workers lay down the norms to be followed. It is not always
necessary for the bosses to formally issue instructions, impose do’s and don’t or chalk out norms of
behaviour. In fact, it is now becoming more and more explicit that informal communication
exercises greater control than formal communication.
Motivation: All business is goal-oriented. All possible efforts have to be made to achieve a target
within a well though-out framework of time. For this purpose it is necessary that the team of
workers puts in their very best efforts. In other words they have to be motivated.
The employees/workers have first of all to be told what they are expected to do and how. The
concept of rewards and punishment immediately becomes relevant here. It, however, must be noted
that rewards and incentives prove more effective and productive than punishments. If the workers
are kept happy, given encouragement and suitably rewarded both in cash and kind, they ensure the
success of the enterprise. Every modern entrepreneur/manager knows the importance of positive
attitude, empathic listening, words of encouragement and cash rewards, and rewards given in the
form of holiday trips, furnishing allowances, quick promotions and so on.
With right implication of the motivational function of communication, one can deploy stronger
decision-making and problem-solving among the team members. During the pandemic, the
motivational factor was highly important to keep the employees proactive. Seniors who motivated
their team members had better results and retention. When the motivation factor was low, we saw
many people quit their jobs. Indulgence of communication with motivation also entails successful
response from the team members. This factor not only make the receiver feel motivated but also
enhances the professional image of the team leader.
Emotional Expression and Interdependence: The work group is a primary source for social
interaction. The communication that takes place within the group is of vital importance in the sense
that it gives them the best opportunity to share their frustrations as well as feelings of satisfaction.
Communication, in this way, provides them a release for their feelings, and that it is the fulfilment
of an important social need.
Communication is a social activity and every organization is above all a social entity. The members
of the group or organization are human beings who have so much to share, gather, or pass on. Once
we have the clearer idea of the feelings, attitudes and interpretations, the communication becomes
clear and streamlined. With the interaction becoming more psychological than mechanical, it is
obvious for communication to become more fluent. Every one agrees that a strategic
planner/manager needs analytical skills, but the star performers among them have the ability to
understand and empathise, persuade and build alliances, and are astute in reading organisational
policies.
Persuading: Influencing others or motivating others, such as getting employees to support a new
initiative or a client to buy something.
Building relationships: Creating trust, understanding and team work within teams and with external
partners.
Decision making: Collect information to make decisions about the business or any other matter.
Conflict resolving: Addressing disagreements and finding solutions diplomatically. Practising good
communication skills can help to prevent misunderstandings and conflicts.
Need of Communication
Communication is essential for organizations to establish and maintain relationships with
stakeholders, make informed decisions, manage conflicts, promote a positive organizational culture,
and contribute to the success and sustainability of the business. Communication in business is
important to convey clear, strong messages about strategy, customer service, and branding. It helps
build teamwork, aids collaboration, boosts productivity, and ensures that organizations meet their
goals. Business communication is the key to building relationships, coordinating tasks, and
achieving goals.
It is important to note that the world is changing fast with respect to the approach to successful
communication and with it every organization is becoming more sophisticated. So, communication
has first of all to be given due recognition as an integral part of the process of change. Whenever a
change in the direction of technology, structures, objectives, etc., is called for it becomes easier with
the help of communication. Most of the management problems arise because of lack of effective
communication. If the communication system is properly devised according to the current needs the
chances of misrepresentation or misunderstanding are minimized. If the managers are not aware of
the relations and feelings of their subordinates their planning will collapse and numerous obstacles
will crop up. Moreover, if the managers do not acknowledge the availability of the team for a
meeting or task, and plan it beyond working hours, the productivity will definitely decrease, thereby
leading to failure in achieving the goals. Today, technology is highly advanced and people are
supposed to be up to date in every respect. But the communication problems are far more critical
than the technological problems. It is the communication that helps solve these problems.
Communication involves a systematic and continuous process of telling, listening and
understanding.
Exchanging/sharing information: Communication is mainly the exchange of information between
two or more parties. Through communication, organizations exchange information with internal and
external parties. Communication also brings dynamism in organizational activities and helps in
attaining goals. Communication helps us pass on information and share ideas.
Preparing plans and policies: Communication helps in preparing organizational plans and policies.
Realistic plans and policies require adequate and relevant information. The managers collect
required information from reliable sources through communication.
Execution of plans and policies: For timely implementation of plans and policies, managers must
disseminate those in the whole organization. In order to disseminate the plans and policies to the
internal and external parties, managers rely on communication.
Increasing employee’s efficiency: Communication also helps in increasing the efficiency of
employees. With the help of communication, organizational objectives, plans, policies, rules,
directives and other complex matters explain to the employees that broaden their knowledge and
thus help them to be efficient.
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.
Solving problems/Conflicts/misunderstandings: Through various communication channels, the
managers can be informed of various routine and non-time problems of the organization and
accordingly they take the necessary actions of steps to solve the problems. Effective communication
can help in avoiding or resolving conflicts and misunderstandings.
Making decisions: Making timely decisions requires updated information. Through effective
communication, managers can collect information from different corners and can make the right
decisions.
Improving industrial relation: The Industrial relation is the relation between workers and
management in the workplace. A good industrial relation is always desired for business success.
Communication plays a vital role in creating and maintaining good industrial relation.
Publicity of goods and services: In the modern age, business is becoming highly competitive. The
almost very competing manufacturer produces products of common consumption. However, all of
them cannot sell equally well. The organization that can communicate better, can also sell better.
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.
Enhancing employee satisfaction: If there is a free and fair flow of information in the organization,
it will certainly bring mutual understanding between management and workers. Such understanding
enhances the satisfaction of employees.
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.
Building relationships: Communication helps in connecting with others, share experiences and
build trust.
Expressing needs: Communication helps us advocate for our needs and rights.
Develop knowledge: Communication helps us develop our knowledge base, which can help us to
make better choices in life.
Building confidence: Communication skills can help us express ourselves confidently and boost our
self-esteem.
Communication Cycle
Elements of Communication Cycle
There are seven elements or factors which make up the communication cycle.
Source/Sender: is the one who initiates the action of communicating.
Audience/Receiver: is the person(s) for whom the communication is intended.
Goal/Purpose: is the sender’s reason for communicating, the desired result of the communication.
Context/Environment: is the background in which the communication takes place.
Message/Content: is the information conveyed.
Medium/Channel: is the means or method used for conveying the message.
Feedback: is the receiver’s response to the communication as observed by the sender.
The communication cycle involves decisions and activities by the two persons involved, the sender
and the receiver.
The sender begins the communication cycle. The sender has to be clear about the purpose (or goal
or objective) of the communication and about the target audience (or receiver) of the
communication; that is, the sender decides why and to whom to send a message. Conscious or
intended communication has a purpose. We communicate because we want to make someone do
something or think or feel in a certain way, that is, to influence the person.
The source has to decide what information to convey, and create the message (or content) to be
conveyed by using words or other symbols which can be understood by the intended receiver. The
purpose of putting the idea into symbols is called encoding; in order to encode, the sender has to
select suitable symbols which can represent the idea, and can be understood by the receiver.
The sender also chooses a suitable channel or medium (mail, e-mail, telephone, face-to-face talk) by
which to send the message. The choice of the medium depends on several factors such as urgency
of the message, availability and effectiveness of a medium, and the relationship between the two
communicants. Note that the choice of the medium/channel also influences the shape of the
message.
Finally, the sender tries to note the effect of the message on the receiver; he checks whether the
receiver has got the message, how the receiver has responded to the message and whether the
receiver has taken the required action; this information about the receiver’s response is called
feedback.
Sender’s functions make up half the cycle of communication. The sender’s functions are:
i) Being clear about the goal/purpose of the communication.
ii) Finding about the understanding and needs of the target audience.
iii) Encoding the required information and ideas with symbols to create the message to suit the
receiver/audience.
iv) Selecting the medium to send the message.
v) Making efforts to get feedback.
The receiver becomes aware that a message has arrived when he perceives it with his senses (he
may see, hear, feel, etc.). The receiver attends to the message and interprets it. The process of
translating the symbols into ideas and interpreting the message is called decoding. Interpreting is a
complex activity; it involves using knowledge of the symbols and drawing upon previous
knowledge of the subject matter. The receiver’s ability to understand, level of intelligence, values
and attitudes, and relation with the sender, all influence his creation of meaning.
If the sender and the receiver have a common field of experience, the receiver’s understanding of
the message will be closer to what the sender intended.
The receiver also feels a reaction to the message; this reaction may be conscious or unconscious; it
may cause some change is the receiver’s facial expression. The message definitely leads the
receiver to think. The receiver may take some action, if required. He may also reply to the message.
The reaction, the response and the reply together form the feedback.
Receiver’s functions complete one cycle of the process of communication. The functions are:
i) Attending to the received message, that is, listening, reading or observing.
ii) Decoding the received message.
iii) Interpreting and understanding the meaning of the message.
iv) Responding to the message.
v) Giving feedback to the sender of the message.
This is a simplified description of a single cycle of the process of communication. Communication
really takes place in several cycles and the two persons take turns and alternately carry out functions
of sender and receiver. Both, the sender and the receiver have important function in the
communication cycle. It can be successful only if both are efficient and attentive.
One-way communication cycle
Two-way communication cycle
END
