Unit 1. Business communication.

Types of business communication.

1. Answer the following questions.

1. Do businesses need people with good communication skills? Why?

2. Do all university-trained people have good communication and interpersonal skills? Why?

3. Which type of communication – oral or written – is the most difficult for you?

4. How does the necessity to communicate grow with one’s advancement in business?

5. How do workers within a business organization receive and send information?

(receive and process information from the computers; write messages; fill out forms; give and receive orders; give and receive weekly summary of their activities; use letters pr phone calls to initiate business and customers and other companies; respond to incoming letters and calls; receive work orders ; issue instructions; submit production summaries; investigate the problems; report the findings to management;)

6. Which of these communication activities are usually performed by employees and managers?

7. Which functions do managers perform through communication?

Types of business communication

2. Read the following information.

In a business context, all communication can be divided into two categories namely, External Communication and Internal Communication.

External Communication

An organization, when it communicates with Governmental agencies, other organizations, customers, clients and Public it is called external communication The media employed may be written media like letters, reports, proposals or visual media like posters, advertisements video tapes or electronic media like faxes, telegrams, e-mails, telexes. The communication might also be through teleconferences, face-to-face meetings, panel discussions or presentations, exhibitions and such events.

Internal Communication

Every organization has the necessity to maintain appropriate communication with its branches, staff and employees. This is generally called internal communication. Internal communication is an essential feature of an organization’s administrative structure. In modern times, the Human Resource Department plays an important role in maintaining internal communication.

3. Comprehension questions.

1. What are the two basic types of business communication?

2. How can external business communication be defined?

3. What are the tools of external communication?

4. How can internal business communication be defined?

5. Why is it necessary for a business?

6. Which department is responsible for a successful internal communication within a business?

7. Which media do businesses use to communicate with the government, public organizations, customers?

4. Which of the following factors are the advantages external or internal communication, or both?

• The central organization or corporate office should keep its branches well informed of new policies and policy changes.

• Creates continual and updated information without any communication gap.

• The central office to maintain an uninterrupted flow of internal communication.

• Organizations maintain cordial relationships with government agencies, licensing authorities, suppliers of raw materials, ancillary (supplementary) industries and financial institutions.

• Employees can be motivated and exposed to the business objectives and ethical ideas of a company so that they get an involvement in the work they do.

• The information gets continuously updated and accurate.

• Employees on production line can be aware of the targets so that they overcome obstacles.

• Employees are able to tell people at higher levels their grievances, expectations and difficulties.

• It forges a strong bond between the employees and management, promotes co-operation among different sections in an establishment.

• Helps an organization to keep its outsourcing agencies and clientele well informed about the company’s products, services, progress and goals.

• It removes misunderstanding and aids the growth of the organization at a desirable and optimum level.

• Ensures involvement of all the people without alienating any section.

Directions of Communication

In older days communication was unidirectional. The boss gave the order and the employees executed it. In fact, unidirectional communication has its origin in the feudal system. The lord directed the vassal (a slave or bondman) to carry out a job. Business and industry continued the age old tradition of the feudal system even after the industrial revolution. But soon areas of conflict got promoted by sectarian (narrow) interests (of homogenous groups) within an organization. The barrier between the management and employees became an iron curtain. It has been discovered that a multidirectional communication system demolishes (ruins) the barriers and removes (takes away) friction. Business depends on such anew communication paradigm (pattern or model) to ensure the success of business and the realization of even difficult objectives.

Downward Communication

Downward communication means the flow of communication from the top echelon (level or rank) of an organization to the lower levels of employees. It not only recognizes and accepts a hierarchical structure but also is based on the assumption that people at the higher level have the ability and authority to direct the employees on all do’s and don’ts.