THOMAS ADEWUMI UNI VERSITY, OKO

FACULTY OF MANAGEMENT AND SOCIAL SCIENCES

Department: Business Administration

Course Title: Business Communication

Course Code: BUS 212

Year of Study: 2022/2023

WEEK TWO: INTRODUCTION TO BUSINESS COMMUNICATION

SUB TOPICS:

 Definitions of communication and business communication

 Forms of business communication

 Features and objectives of communication

 7 C’s of an effective communication

BUSINESS COMMUNICATION—DEFINITION AND MEANING:

1.1 What’s Communication?

The word “Communication” has come from the Latin word “communis”, which means

common. Thus, communication signifies sharing of ideas in common. The dictionary

meaning of communication is to convey or exchange information and share ideas.

It is a process through which two or more persons transmit or exchange thoughts and ideas

among themselves. According to W. H. Newman and C. F. Summer, “Communication

is an exchange of facts, ideas, opinions or emotions by two or more persons.”

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Communication is the process of transmitting information and understanding from one

person to another or from one unit to other unit with a view to getting the desired response

from the receiver. Through this process two or more persons exchange ideas and

understanding among themselves to achieve the desired effect in the behaviour of another

person.

It is a two-way channel for transmitting ideas, feelings, plans, commands, instructions,

reports and suggestions that influence the attitude towards an organisation’s objectives.

The communicator’s goal is to convey the meanings or ideas without distortion. Success

of the leader and the enterprise depends upon adequacy of communication.

It is the responsibility of the managers to establish and maintain the channels whereby they

can convey their own thinking and policies to the subordinates, and can receive their

reactions and an account of their problems.

Louis A. Allen defines communication in the following manner: “Communication is the

sum total of all the things one person does when he wants to create understanding in the

mind of another. It is a bridge of meaning. It involves a systematic and continuous process

of telling, listening and understanding.”

The definition involves two aspects in communication.

First, there is something which is transmitted, such as facts, feelings, ideas, etc. It implies

that there must be a receiver if communication is to occur.

Second, the definition emphasises the understanding element in the communication

process. Sharing of understanding would be possible only when the person to whom the

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message is sent, understands in the same sense in which the sender of message wants him

to understand.

Therefore, communication involves something more than mere transmission of the

message or transmission and physical receipt thereof. The correct interpretation and

understanding of the message is important from the point of view of organisational

efficiency. Effective communication, as such, might be the accurate transmission and

receipt thereof, and its correct understanding.

In their book “Business Communication Today” Bovee, C. L. Thill J. V. and Schatzman

B. E. write: “Communication is the process of sending and receiving messages. However,

communication is effective only when the message is understood and when it stimulates

action or encourages the receiver to think in new ways.”

Communication made among persons to convey their personal information, message or

thought are personal communication; but exchange of information, facts and ideas relating

to business may be termed as “Business Communication”. Business Communication refers

to the communication relating to business activity which means providing goods and

services to the consumers with a view to earning profit.

1.2 Business Communication: Definitions

It is a process through which information, facts, ideas, orders, advices, decisions, etc. are

conveyed, sent or exchanged between/among the persons associated with business. Thus,

Communication relating to trade, law, Finance, administration, management, etc. of a

business enterprise may be termed as ‘Business Communication’.

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Therefore, business communication is any communication used to promote a product,

service, or organization with the objective of making a sale. In business communication, a

message is conveyed through various channels of communication including internet, print

(publications), radio, television, outdoor, and word of mouth.Types of business

communication

The success of a business enterprise depends largely upon good communication. Effective

communication wipes out the hindrances in achieving the target of a business enterprise.

Ineffective communication or communication failure may cause loss of money, time,

energy, opportunity and even goodwill of a business.

In this age of globalisation every business enterprise, big or small, requires proper

communication for its existence. The success of any business concern largely depends upon

successful communication. In this age of speed, complexity and competition, sending of

information regarding the product to the ultimate consumer is very important. Unless they

know about the product of the business enterprise, it is not possible for them to make

contact and buy the product. Business communication plays a vital role in this sphere.

1.3 FEATURES OF BUSINESS COMMUNICATION

Business Communication has certain features or characteristics which enable us to

distinguish it from other communication.

A communication to be business communication must be:

1. Practical,

2. Factual,

3. Clear and brief,

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4. Target-oriented,

5. Persuasive.

1. Practical: Effective business communication deals with the practical aspect of the

information explaining why, how, when and the like queries. It avoids impractical,

imaginary, unnecessary or repetitive information to eliminate waste of time. It conveys

important information to the receiver.

2. Factual: In general a business message contains facts and figures in place of overall

idea. Important date, place, time, etc. should be clearly mentioned in a business

communication.

3. Clear and Brief: The language used in business communication should be simple, clear,

brief and without ambiguity. Sometimes charts, photographs, diagrams, etc. are used to

condense or clarify the information.

4. Target-Oriented: A business communication must have a specific objective and must

be planned properly so that the objective can be achieved.

5. Persuasive: Business communication often plays a persuasive role. It persuades an

employee to perform his/her duties, a customer to buy a product or service etc. The basic

characteristics mentioned above are related to the message or information of the

communication.

1.4 FORMS OF BUSINESS COMMUNICATION

1. Internal Business Communication: Internal business communication refers to

communication between members of an organization. Anything that is sent from a

subordinate to a manager or someone higher up the organizational hierarchy is considered

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to be this form of business communication. Both formal and informal communication are

included in this conversation. Internal communication also includes many departments that

communicate with employees through various channels. Internal communication should

be effective since it is an important means of viewing and representing organizational

concerns. Effective internal business communication can boost employee job satisfaction,

productivity, and efficiency while minimizing grievances and boosting revenues.

2. Lateral Business Communication: Communication among coworkers in the workplace

is referred to as lateral communication. This could be interdepartmental communication or

even departmental business. Thus, the business communication between co-workers,

whether verbal or written, is referred to as lateral or horizontal communication. This can

involve inter-departmental communication or communication across departments, as well

as communication between persons of the same or similar status within a corporation. This

communication is essential to accomplish intended objectives.

As a result, this communication occurs among personnel with equivalent hierarchy levels.

Horizontal or lateral communication is essential for seeking cooperation and mutual

support to achieve the functional effectiveness of distinct organizational units.

3. External Business Communication: External business communication refers to

interactions with people outside of the organization. These people can be clients,

stockholders, suppliers, partners, regulatory organizations, vendors, etc. Email, ads,

brochures, newsletters, content marketing, and other forms of external communication are

common. External communication aims to facilitate communication among various

organizations or entities.

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1.5 7 C’s OF AN EFFECTIVE COMMUNICATION

1 Completeness

2 Conciseness

3 Consideration

4 Clarity

5 Concreteness

6 Courtesy

7 Correctness

Whatever field you operate in, you will need to interact professionally with others to close

deals or work on projects. The seven C’s of effective communication assist you in

increasing productivity and engagement by communicating messages that your audience

can simply understand.

1. Completeness: It is necessary to communicate completely. The audience should receive

all the information they require from it. The sender must take the receiver’s viewpoint into

account and correctly relay the message. The following components are included in a

thorough communication-

i. An organization’s reputation is built and enhanced by complete communication.

ii. Additionally, they save money because no important data is lost, and if the

transmission is successful, no additional expenses are needed.

iii. Complete communication always offers extra details as required. It removes all

uncertainty from the receiver’s mind.

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 iv. The audience, readers, or message recipients can make better decisions because they

have access to all necessary and pertinent information when there is complete

communication.

v. It persuades the audience.

2. Conciseness: Conciseness implies wordiness, i.e. communicating what you want to say

in the fewest words possible while maintaining the other C’s of communication. Effective

communication necessitates conciseness. Here’s how concise communication helps-

i. It saves time while also saving money.

ii. It emphasizes the core message while avoiding the use of unnecessary words.

iii. Concise communication conveys a brief and important message to the audience in

a minimum number of words.

iv. A brief message is more enticing and understandable to the listener.

v. A brief message is not repeated.

3. Consideration: Consideration entails “putting oneself in the shoes of others.” Effective

communication must include the audience’s opinions, background, mindset, education

level, and so on. Make an effort to imagine your audience, their needs, emotions, and

difficulties. Make sure that the audience’s self-esteem and emotions are not jeopardized.

4. Clarity: When you are able to transmit your thoughts and opinions into the recipient’s

mind, you know communication is effective. You don’t want the recipient to make

assumptions or have a hazy understanding of what you’re expressing. Only when they

completely grasp your message will they be able to make the appropriate decision. It might

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occur when you employ plain and straightforward language to express your point to the

recipient.

5. Concreteness: Concrete communication entails being specific and explicit rather than

vague and generic. Concreteness boosts confidence. Simply delivering your message

through statements and questions will not captivate your audience. It is important to back

up your claims with appropriate facts, numbers, and statistics. Otherwise, your audience

will not know whether your message is genuine or not.

6. Courtesy: Courtesy in a message indicates that the message should reflect the sender’s

expression while also respecting the receiver. The sender should be honest, polite, prudent,

contemplative, empathetic, and enthusiastic.

7. Correctness: Communication correctness implies that there are no grammatical errors

in communication. Information correctness or factual accuracy is important in both verbal

and nonverbal communication. You must choose the appropriate words at the right time

while also ensuring that the information is reliable.

1.6 OBJECTIVES OF BUSINESS COMMUNICATION

The main objective of communication is to give information and to persuade different

persons. Other objectives include conveying suggestion, opinion, idea, advice, request,

etc.; imparting instructions, guidance and counseling; providing training; giving warning;

appreciating good work; boosting of morale; etc. In the case of a business enterprise the

main objective of communication is the improvement of its activities, all-round

development of the organisation, and ultimate success in its operation.

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1. For obtaining and giving information: The primary object of communication is to

make the members of an organisation aware of its goal and acquaint them with all the

relevant information. This helps the business enterprise to achieve success through

concerted efforts of all the people concerned. It is a fact that well-informed people can

achieve better. The primary purposes or function of communication in an organization is

to inform the individual or group about the particular task or company policies and

procedures etc. Top management informs policies to the lower level through the middle

level. In turn, the lower level informs the top level the reaction through the middle level.

Information can flow vertically, horizontally and diagonally across the organization.

Becoming informed or inform others is the main purpose of communication.

The managers should know in details the social, political, economic and other conditions

of the place where the business is situated. Information regarding the employees,

consumers and competitors should be at their fingertips. Employees, likewise, should be

well-informed about their positions, powers and responsibilities in particular, and the aims

and objectives of the organisation in general.

Information regarding demand for a particular product, the taste, liking, etc. of the

consumers; availability of raw materials, credit facility, advertising media; latest

government rules and regulations, etc. are required for the production and selling of the

product.

Information can be obtained from past records, books, journals, newspapers, government

publications, seminars, conferences, exhibitions, trade fares, etc. The other sources of

information are the chambers of commerce, structured questionnaires, radio, television,

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internet, etc. Whatever might be the sources, the information must be reliable, accurate,

complete and latest.

2. For Persuasion: To persuade means to make other people decide to do something,

especially by repeatedly asking them or telling them the reasons why they should do it; in

other words, influencing other people to believe or to do what one wants. This is one of the

important objectives of communication.

The seller often influences the buyer through persuasion to buy his/her products rejecting

earlier decision to buy other products. This persuasion should be so planned that the buyer

becomes least conscious of being persuaded and even if he/she becomes conscious, he/she

should be made to understand that it is for his/her own interest. Actually persuasion is an

art which should be suggestive in nature rather than coercive.

3. For instruction: The instructive function unvarying and importantly deals with the

commanding nature. It is more or less of directive nature. Under this, the communicator

transmits with necessary directives and guidance to the next level, so as to enable them to

accomplish his particular tasks. In this, instructions basically flow from top to the lower

level.

4. For integration: It is consolidated function under which integration of activities is

endeavoured. The integration function of communication mainly involves to bring about

inter-relationship among the various functions of the business organization. It helps in the

unification of different management functions.

5. For direction: One of the objectives of business communication is to manage the

employees by means of imparting instruction, providing guidance and arranging for

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counseling. Legal, vocational and medical guidance and counseling are provided free of

cost for the employees in a good business organisation. Doctors, lawyers, coaches, etc. are

employed for the purpose. The underlying objective of such assistance is to keep the

employees physically fit and mentally alert so that they can work whole-heartedly for the

well-being of the organisation.

6. For teaching: The importance of personal safety on the job has been greatly recognized.

A complete communication process is required to teach and educate workers about

personal safety on the jobs. This communication helps the workers to avert accidents, risk

etc. and avoid cost, procedures etc.

7. For influencing: A complete communication process is necessary in influencing others

or being influenced. The individual having potential to influence others can easily persuade

others. It implies the provision of feedback which tells the effect of communication.

8. For image building: A business enterprise cannot isolate from the rest of the society.

There is interrelationship and interdependence between the society and an enterprise

operating in the society. Goodwill and confidence are necessarily created among the public.

It can be done by the communication with the different media, which has to project the

image of the firm in the society. Through an effective external communication system, an

enterprise has to inform the society about its goals, activities, progress and social

responsibility.

9. For employees orientation: When a new employee enter into the organization at that

time he or she will be unknown to the organization programs, policies, culture etc.

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Communication helps to make people acquainted with the co-employees, superior and with

the policies, objectives, rules and regulations of the organization.

10. For effective decision-making: This is possible when required and adequate

information is supplied to the decision-maker. Effective communication helps the process

of decision-making. In general, everyone in the organization has to provide with necessary

information so as to enable to discharge tasks effectively and efficiently.

11. For Conveying Suggestion: Communication helps in conveying suggestions, opinions

and ideas. The workers who are actually engaged in the work know better the loopholes in

it and can suggest to the managers the ways to plug the loopholes. This is an example of

upward communication. In big offices, suggestion boxes are provided and suggestions are

received throughout the year. Sometimes further communication is made with the

suggestions for clarification. Interaction of suggestions and ideas help the progress of an

organisation.

Suggestions are not in the nature of order or advice and are, therefore, never obligatory to

follow them. Either acceptance or rejection is possible in the case of a suggestion. Some

executives, supervisors or managers who have a false notion of self-dignity, self-respect,

higher position, etc. may not accept a suggestion, even though it is good one because it

comes from lower level. But dynamic executives welcome constructive suggestions in the

interest of the organisation.

12. For evaluation: Examination of activities to form an idea or judgement of the worth

of task is achieved through communication. Communication is a tool to appraise the

individual or team, their contribution to the organization. Evaluating one’s own inputs or

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other’s outputs or some ideological scheme demands an adequate and effective

communication process.

13. Advice: One of the objectives of business communication is to advise an individual or

a group of people. The manager advises the subordinates about the ways and means of

better performance. Advice involves personal opinion and it influences the opinion and

action of the other person(s) to whom advice is being given.

Today’s business world is very complex and no one can be an expert in all the spheres of

business. So, a businessman has to take advice from experts regarding the matters in which

he is not well-informed. For example, he may need advice regarding banking, insurance,

stock exchange, tax rules, legal procedures, etc. Within the business the managers,

supervisors and executives may advise each other (a case of horizontal communication)

and the subordinates (downward communication).

14. For Motivation: Communication is made to inspire, to motivate, and to create a sense

of loyalty among the employees. Through communication their morale is boosted up and

it leads to better performance. Regular communication is necessary for motivating the

employees and infusing in them a positive attitude towards work and a healthy relationship

with the managers. This, ultimately, increases managerial efficiency.

Motivating someone means inspiring but not forcing him/her to do something. A motivated

worker is an asset of any organisation. The greater the motivation, the lesser is the cost of

supervision, because a motivated worker never neglects his duties. Motivating factors

include monetary incentives, security of job, job satisfaction, good working environment,

participation in decision-making, fixation of target, etc. Money works as a good motivator.

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A worker works overtime when he/she is allowed extra wages. Security of job motivates

an employee to devote himself/herself wholeheartedly to the job.

15. For Training: To meet the need of an organisation, senior employees may need to be

trained to update them about the new technological developments so as to adjust

themselves to changing work environment or job demands. The new employees may also

require training at the initial stage to cope up with the methods, techniques and systems of

work in the organisation.

Communication is the key to all these kinds of training. Such communication can be made

through classroom teaching, lectures, seminars, short courses, conferences, educational

tours, film shows, etc. Not only the ordinary employees, but the managerial staffs also need

to be trained in the process stated above.

16 Giving Warning and Appreciating Good Work: It is very much necessary to

appreciate a good worker. It will encourage him/her to strive for better performance and

greater involvement. It makes the employee conscious about his/her responsibilities. On

the other hand, it is also necessary to give warning to the employees who tend to be in

disciplined, non-accountable and unproductive or create disturbance. The objective of both

appreciation and warnings may be accomplished through oral or written communication.

17. Resource Utilisation:

Communication checks wastage of the resources of the organisation and helps their better

utilisation. Lack of knowledge or lack of proper direction in time may cause the waste or

misuse. Communication helps to bridge the gap of knowledge through instruction, advice,

etc. and waste or misuse of resource is minimised. Not only material resources, but also

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the financial resources, human resources and other resources are utilised properly through

communication.

18. Management Efficiency:

One of the objectives of business communication is to increase efficiency of the

management. If there is a good network of communication (formal and informal), the

organisation can be managed efficiently and effectively.

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