Module IV, Unit 10

I. BUSINESS COMMUNICATION
Business communication is the act of information being exchanged between two-
parties or more for the purpose, functions, goals, or commercial activities of an
organization. Communication in business can be internal which is employee-to-
superior or peer-to-peer, overall it is organizational communication. External
communication is business-to-business or business-to-consumer, the act being
outside the organization. These methods can happen verbally, non-verbally, or
written. It is often that these external and internal forms come with barriers which
can cause conflicts between the sender to the receiver. Barriers that can effect
communication on both external and internal is language, intercultural
communication and behavior, and environmental.
The word communication has been derived from the Latin word "Communicare"
which means to impact, participate, or transmit. Now ‘communicare’ is also
obtained by the word "Communis" that is known to share. Thus, communication
may be defined as the interchange of thoughts and information to bring about
mutual understanding on the subject's significance.
Business communication focuses primarily on achieving goals/aims and, in the case
of a public company or organization, increasing the dividends of shareholders.
Thirty years ago organizational communication and company policies were still in
use of via paper, which now in the digital age there is companies allowing
information to be exchanged virtually. From desktop to mobile, communication and
commerce has been digital as desktop computers are becoming relic.
Types of Business Communication
1. Internal
Internal communication also known as workplace communication or organizational
communication is the interchange of information within the organization. From
employee-to-employee or employee-to-superior the purpose of all information is to
develop trust and/or to increase productivity.
Organizational communication involves meetings, exchange of email messages, or
collaboration for projects. It is determined that the success of communication
within the individuals of the organization underlined the company’s success. For
business leaders it is important for them to understand the role of communication
in order to motivate employees in accomplishing goals for the company. Low
engagement in an organization can cost the global economy trillions of dollars a
year.
Since information is being shared up and down the hierarchy of communication
channels, it is shared in various forms such as; verbal, written, and digitally within
teams and the company as a whole.
Importance of internal communication
 Boosts up employee productivity and satisfaction; communication between
staff and leadership where employees feel encourages to give out their
ideas and opinions on matters, makes them feel valued.
 Promotes the supply for information; information being passed at the right
time to the right people decreases the chances of information overload.
 Sharing goals and objectives; keeping employees a flow of the companies’
goals makes them feel well-informed and capable of taking action on it.
When conflict arises in detaining certain goals then, being allowed to
communicate fast between the companies reduces stress and faster
thinking to get things done.
2. External
External communication is any party outside the company such as; business-to-
business or business-to-consumer. The audience can be the suppliers, clients,
potential business partners, associations, and the news media among others.
Whether the messages be informational or promotional the aim for external
communication to take place is to share information about the business and its
products or services.
Business-to-consumer communication, also known as direct-to-consumer, is when
a company directly communicates with its consumers about product details or
company information. The opposite is when a consumer leaves reviews on a
product (or service), which may identify how the company could improve its
product.
Importance of external communication
 Developing community relations; external communication helps build
relations among other businesses.
 Communicating and leveraging information; sharing the company’s
products or services helps attract potential consumers, retain current
consumers, and gain a competitive advantage.
 Building brand identity; consistent external communication channels will
benefit you to receive brand awareness.
 Optimizing external networks; external communication helps the company
gain more suppliers, investors, and partners.
 Relations with suppliers; Maintains a healthy relationship with suppliers. In
sharing information, plans, and requirements helps the company to have a
steady supply of products or services.
Methods of Business Communication
These internal and external types of business communication occur through verbal
and non-verbal methods of communication.
Therefore, business communication can be broken down into different categories
such as;
 Electronic Communication

Almost all businesses require the use of technology to communicate outside and
inside an organization. They are;
 Emails

 Text messages

 Voice and video calls

 Employee intranet and HR software

  Non-electronic Communication
There will be time where in an organization will have to require documents are non-
electronic and submitting physical paperwork. They are;
 Face-to-face meetings

 Physical copies of documents

 Written Communication

Written forms of communication can be provided electronically and non-

electronically. They are;
 Written emails

 Written letters

 Written contracts

Written documents have saved time and money, keeping a record of what was
said in order to avoid any unfair dismissal claims.
Verbal Communication
Verbal communication can leave costumers or stockholders confused and
unsatisfied if communicated poorly. In using positive language you are most likely
to achieve a positive outcome. They are:
 Meetings and job interviews

 Presentations and some training

 Conversations between employees

 Conversations between potential partners

 Conversations between external parties

Barriers to Business Communication

There are several barriers that a business might experience when communicating
with business partners. Such barriers can prevent one from receiving or
understanding messages others use to convey information, ideas, and thoughts.
 1) Language
Language is an essential source for human communication because without it, it is
not easy for people to communicate among each other. Individuals use language
to convey their thoughts, feelings, opinions, information, and emotions to other
people.
Language barriers can make communication between internal and external parties
difficult with misunderstandings, inefficiencies, and mistrust. Forms of barriers can
be cultural differences, psychological differences, and dialects and jargon.
2) Intercultural communication and behaviors
Intercultural communication is often used to describe a range of communicational
issues that increase inside an organization of different variety of religious, social,
ethnic, and educational backgrounds. Intercultural communication becomes more
complicated because individuals interpret communication between colleagues
based on past experiences and their cultural backgrounds. If two people of
different cultural backgrounds interact, intercultural communication is most likely to
take place.
Different cultures also have different behaviors on what they consider to be a polite
behavior and negative behavior. An example to be set is, in certain cultures it is the
right norm to bargain about prices while in other cultures it may seem rude.
3) Environment
Environment barriers in business communication become to be distractions, errors,
faults, or anything outside the person you are communicating with. Among space,
noise and climate, time becomes an environment barrier when an organization that
expects quick results will not afford slack from their employees.
II. VERBAL AND NON VERBAL COMMUNICATION
Verbal communication
Verbal communication is based on language. It is an essential mode of
communication in various settings, such as organizations and fields, where people
communicate directly with one another. It can be both oral and written as well as
formal and informal. It can take the form of talks, discussions, telephone
conversations, speeches, meetings, conferences, lectures, and other forms of
communication such as social gatherings and training sessions. Language plays a
critical role in verbal communication, as it defines the series of words and grammar
rules used. Effective communication requires a common language that everyone
can understand. Good relations at work and home can be achieved through
effective verbal communication.
Types of Verbal Communication
1. Public Communication
Public communication refers to the process of conveying information or messages
to a large group of people. This type of communication involves a significant
gathering of individuals, such as when a public figure speaks to a large audience or
during election campaigns. The aim is to share important information, promote
awareness, or persuade the public to take action.
2. Small-Group Communication
Small group communication refers to the interaction and communication between
a minimum of two individuals and a maximum of several people. Such interactions
are usually characterized by a significant amount of interaction and engagement
among the participants. Examples of small group communication include school
clubs, family gatherings, team meetings, press conferences, board meetings, and
office meetings. In certain situations, small group communication may become
complex due to the issues discussed or conflicting views among the participants.
3. Intrapersonal Communication
Intrapersonal communication is communication with oneself, also known as
internal communication. It involves thoughts, self- reflection, self-analysis, and self-
evaluation. The internal thoughts and feelings of a person play a significant role in
intrapersonal communication. Some examples of intrapersonal communication
include talking to oneself, self-reflection, meditation, and self-awareness exercises.
4. Interpersonal Communication
Interpersonal communication refers to the exchange of information between
individuals through various channels, such as online, face-to-face, video
conferencing, or mobile communication. Effective interpersonal skills are crucial for
individuals in all roles, including managers, employees, and job seekers. Soft skills,
such as communication, behaviour, and relationship-building, play a significant role
in determining how well a person can interact with others.
5. Extra-Personal Communication
The interaction between human and non-human beings is called extra-personal
communication. For instance, when we reach home, our pets may come running to
us show affection. We stroke them and talk to them.
6. Mass Communication
Mass communication is the process of disseminating information to a large
audience across physical and geographical boundaries through various media. This
has been a fundamental part of human society for centuries, ranging from
traditional forms like folk songs, dances, and theatres to modem a channels such as
radio, video games, and social media. With advancements in communication
technology, the scope and reach of mass communication have dramatically
expanded.
Types of Mass Communication
There are mainly four types of Mass Communication:
1. Print Media: Newspapers, Magazines, Books and Novels, Comics, Journals and
Publications
2. Broadcast Media: Films, Television, Radio
3. Outdoor and Transit Media: Billboards, boardings, posters, banners
4. Digital Media/New Media: Social media, video platforms, websites, mobile apps,
e-books, podcasts, online radio
Merits of Verbal communication
1. Oral communication is a quick, direct, simple, and cost-effective mode of
communication.
2. It is highly effective in conveying the message and establishing a connection.
3. Immediate feedback is available, which aids in understanding and resolving any
misunderstandings.
4. Because not all information can be writ- ten down, a significant portion of it is
communicated through oral instructions, discussions, and telephone conversations.
Demerits of Verbal Communication
1. Communication can be disrupted when the sender and receiver have some sort
of conflict, leading to the distortion of verbal messages.
2. Incomplete communication can arise due to various barriers such as status,
physical or personal differences, and communication gaps.
3. For lengthy messages, verbal communication may not be the most suitable
option.
4. Responses made in the heat of the moment may not be well-thought-out.
Written words are less prone to misunderstanding than spoken words due to the
ease of misinterpretation in verbal communication.
Non-Verbal Communication
Nonverbal communication refers to the transmission of messages without the use
of words. It encompasses human responses such as facial expressions and
gestures, and the contextual factors of the environment in which messages are
conveyed through verbal and nonverbal means. Nonverbal communication is
sometimes referred to as the "silent language" and employs cues, gestures, vocal
qualities, facial expressions, and spatial relationships between communicators to
convey meaning.
Kinesics is a term used to describe the interpretation of body language, including
facial expressions and gestures, or any nonverbal behaviour related to movement
of the body. Body language is a type of kinesics, which includes gestures, facial
expressions, and other physical movements. Each of these movements conveys a
specific meaning
Types of Non-Verbal Communication
1. Facial expressions:
Facial expressions, such as happiness, sadness, and anger, play a vital role in
communicating your message effectively. When communicating, it is important to
be mindful of your facial expressions, particularly when listening, as this is often
overlooked.
2. Gestures
In verbal communication, incorporating gestures can significantly enhance the
strength of your message. For instance, pointing to draw your listener's attention to
a specific aspect can be a powerful nonverbal cue that reinforces your message,
Similarly, using gestures, such as warmly moving towards a deserving co-worker or
making a fist to express frustration or anger, can help you more effectively engage
with your audience while speaking.
3. Proximity
The distance between you and your audience while speaking can convey a
nonverbal message. If you have a large physical presence and stand too close to
your listener, it may come across as intimidating or threatening. Conversely,
keeping too much distance can be an uncomfortable nonverbal cue that may
confuse your listener.

4. Touch - Haptics
Nonverbal cues, such as shaking an audience member's hand or placing a hand on
their shoulder, can significantly impact the effectiveness of your message. Touch
conveys both affection and power dynamics. In social interactions, when women
touch a listener, it is often perceived as a sign of affection or empathy. In contrast,
when men touch a listener, it can be interpreted as a display of power or even
dominance.
5. Eye contact
When communicating verbally or listening, establishing and maintaining eye
contact with your audience communicates your interest and e engagement in the
conversation. Effective eye y contact can also convey a sense of honesty to the
other person.
6. Appearance
Your clothing, hairstyle, and accessories are also crucial components of nonverbal
communication. Additionally, the quality and condition of your attire, how well it fits,
and whether it is suitable for the occasion or season can all communicate
nonverbally about you as a speaker.
Merits of Non-verbal communication
1. Nonverbal communication provides easy ways to present information, including
visual aids, audio-visuals, and silent cues.
2. Nonverbal cues can substitute for verbal messages in situations where noise,
interruption, or distance blocks verbal communication, such as using a finger- to-
lips gesture to indicate the need for quiet or nodding instead of saying yes.
3. Nonverbal communication particularly helpful can be for illiterate individuals as it
uses gestures, facial expressions, eye contact, and touch to convey messages
without words.
4. Nonverbal cues are essential for communication with differently-abled
individuals, especially those who are deaf, who may use hand and finger ab
movements or eye contact to exchange is messages.
5. Nonverbal communication can be ca attractive and engaging as it often relies P
on visual aids like pictures, graphs, and signs.
6. Nonverbal cues, such as signs and symbols, can convey messages quickly, often
faster than written or oral communication.
7. Nonverbal communication can save valuable time by quickly conveying
messages to the receiver.
Disadvantages or limitations of non-verbal communication:
1. Non-verbal communication may not be suitable for long conversations or
detailed explanations. It may not be able to address specific issues of the message
effectively.
2. Non-verbal communication can be difficult to understand and may require
repeated attempts. Gestures, facial expressions, eye contact, and touch may not be
easily understandable to many people.
3. Non-verbal communication can sometimes be expensive. For example, the use of
neon signs, power point presentations, or cinema can incur significant costs.
4. There is a possibility of information distortion in non-verbal communication since
it involves the use of gestures, facial expressions, eye contact, touch, signs, sound,
and paralanguage.
III. WRITTEN COMMUNICATION
Written communication is a form of communication that is recorded by
writing/drafting and is sent from one person to another. In other words, written
communication involves sending message or information in a written form to the
recipient. Examples of written communication are letters, research papers, reports,
memos, etc. It is a highly concrete type of recorded proof and may also be referred
to in the future. It is, usually, employed as a formal communication in specific
setting such as schools, colleges and the business sector. It requires costs and more
time to provide feedback. As it is a written document, the knowledge or
information can be easily circulated to a large number of people. The accuracy of
the information presented is the same for the entire audience because it does not
vary from person to person.
If you want your written communication to be effective, it is essential to write with
completeness, clarity and accuracy. Written communication must be detailed and
accurate in order to ensure that the intended message is conveyed because there
can be no rapid feed-
Moreover, keep your messages clear and error-free. While drafting written
communication also has its disadvantages, such as the absence of immediate
feedback and effective sound modulation. They can be effectively overcome by
combining written and spoken communication in order to bring together their
advantages while also removing their disadvantages.
IV. ELECTRONIC COMMUNICATION
Electronic communication, also known as digital communication, is any form of
communication that's broadcast, transmitted, stored or viewed using electronic
media, such as computers, phones, email and video. In other words, it is the act of
exchanging information and messages using electronic devices and technologies. It
can include:
 Email

 Instant messaging

 Text messaging

 Online chat rooms and forums

 Social media platforms like Twitter and Facebook

 Video conferencing tools like Skype and Zoom

 Blogs

 Phone calls

Electronic communication is a formal mode of communication that is quick and

convenient. However, it may not always be the most efficient method of
communication. Electronic communication can affect individuals, their relationships,
their personal identity, and group identification. It can also affect how communities
function.
V. UPWARD AND DOWNWARD COMMUNICATION
Upward and downward communication are two types of communication that
occur in an organization, with upward communication flowing from employees to
management and downward communication flowing from management to
employees
Upward communication
Employees communicate with their superiors to share ideas, feedback, and
concerns. Examples include performance reports, suggestion boxes, and employee
satisfaction surveys. Upward communication can help build trust, improve
manager-employee relationships, and expose opportunities for improvement.
Downward communication
Management passes down information to employees, such as instructions or
directives. Examples include a manager asking employees for ideas to troubleshoot
an issue. Downward communication can increase efficiency and improve
delegation.

Both upward and downward communication are important for maintaining an

effective flow of communication within an organization. However, downward
communication without upward communication can leave employees feeling
undervalued or frustrated.
 VI. FORMAL AND INFORMAL COMMUNICATION
Formal Communication
In academic and professional settings, formal communication is used to convey
information in a structured and systematic way. So, formal communication is the
exchange of information using the proper channels. It is also known as official
communication. Formal communication includes conversations between superiors
and subordinates. Making sure that the message has been delivered accurately
and having a proper conversation are the major goals of this communication.
Because of the time it saves through its structured flow of communication, this
mode of communication is seen as effective. Reports, job descriptions, work orders,
information about sales and inventories, etc. are examples of formal
communication. There are five different types of formal communication such as
vertical, horizontal, diagonal, upward, and down ward.
i. Vertical Communication
Vertical communication, which directs the flow of information both up and down
the chain of command, follows the organisational structure. The general practice in
most business communication is to go either from superiors to subordinates or
from subordinates to superiors, Hence, in this context, communication takes place
when information is passed from leaders, management, or superiors to lower-level
employees, or when front-line employees may ask questions to or bring up a
concern to the higher authorities, who then respond. Hence, the process of
communication is up and down, or more precisely, vertical.
ii. Horizontal Communication
When teams, organisations, or people who are at the same hierarchical level in an
organisation communicate with one another and exchange messages, it is known
as horizontal communication. An organisation can foster internal communication
among its staff members who hold similar functional positions by using horizontal
communication. According to Betty and Kay, "Horizontal Communication occurs
between workers at generally equal levels in an organization."
iii. Diagonal Communication
Diagonal communication is the flow of -information that is neither vertical nor
horizontal but rather diagonal or zigzag. Here, personnel from various departments
can communicate with one another. Diagonal communication, also known as
crosswise communication, can take place between a management and a certain
team.
iv. Upward Communication
It refers to the transmission of information from a lower to a higher level, or from
subordinates to superiors. The morale of the employees is raised by this type of
communication. This mode of communication is not authoritative and directive in
nature as its purpose is to provide feedback. It includes complaints, requests,
comments, reports, reactions, ideas, and other forms of upward communication
that are valuable to those in management positions as they make crucial decisions
for the business.
v. Downward Communication
Downward communication is when information is passed from top management
levels to various subordinate levels in a downward direction. Such a type of
communication channel is most prevalent in organisations that follows the
organisational hierarchy and moves in a standard line of command. It consists of
instructions, orders, policies and information.

Informal Communication
In the informal, non-official style of communication, ideas are freely conveyed
between two or more people without adhering to established procedures,
formalities, systems, or organizational structures. The informal communications are
devoid of conventional rules and other formalities of organisations because they
are built on personal or informal relation- ships with people like friends, peers,
family, club members, etc.
As there is no apparent hierarchy through which the information flows, the informal
communication is characterised by an indefinite route of communication.
Information can therefore originate from anywhere. Such communication usually
results from the social ties that people make with others based on shared interests,
preferences, likes or dislikes.