BUS503

BUSINESS COMMUNICATIONS

By Janny Aengari Bentley

E [email protected]
I
 BUS503

Topic 1.1
Understanding Communication

Lecture:1

Solomon Islands National University

School of Business and Management
► Objectives
Upon completion of this topic you will be able to:
1. Define communication.
2. Explain the communication process.
3. Employ the communication process.
► Introduction
 Why do we communicate? To answer this question, we
may need to ask ourselves and answer a series of
questions.
 What do we mean when we say that communication
has occurred?
 How do we know when we have effectively
communicated?
 Can we send what we believe is a perfectly clear
message and yet not be understood by those for whom
the message is intended?
 Communication is more than just the words that we
speak; it is about how we express our selves to other
people and to the rest of the world.

 The purpose of Communication is to promote

understanding, and this is done effectively via the two-
way process that takes place when a message is sent
through a medium and the receiver responds to the
message by giving feedback.

 This feedback could either take the form of verbal or

non-verbal feedback.
► The word “communication” derived from the
Latin word ‘communicare’ that means:
• to impart,
• to participate,
• to share or
• to make common.
► Itis a process of exchange of facts, ideas,
opinions and as a means that individual or
organization share meaning and understanding
with one another.

► In other words, it is a transmission and interacting

the facts, ideas, opinion, feeling and attitudes
 Role of Communication in Business
► The term business communication is used for all
messages that we send and receive for official purpose:

 Like running a business, managing an organization,

conducting the formal affairs of a voluntary
organization and so on.
► The success of any business to a large extent
depends on efficient and effective communication.
► It takes place among:
 business entities,
 in market and market places,
 within organizations and between various group of
employees,
 owners and employees,
 buyers and sellers,
 service providers and customers,
 sales persons and prospects and also between
people within the organization and the press
persons
► Communication is the life blood of any
organization and its main purpose is to effect
change to influence action

► No business can develop in the absence of

effective communication system
► Definition of Communication
 Today communication has become difficult to define
because it has come to mean practically anything.
 Communication may be defined as interchange of
thought or information between two or more persons
to bring about mutual understanding and desired
action.
 It is the information exchange by words or symbols.
 It is the exchange of facts, ideas and viewpoints which
bring about commonness of interest, purpose and
efforts
 It is the act or process of giving or exchanging of
information, signals, or messages either by talk,
gestures, or writing.
► Technically speaking, in the act of communication, we
make opinions, feelings, information, etc known or
understood by others through speech, writing or bodily
movement.

► (Taylor 2001) defines communication as giving,

receiving or exchanging of information, opinions or
ideas by writing, speech or visual means, so that
material communicated is properly understood by
everyone concerned.
 Therefore we see communication as a process that
involves the transmission and accurate replication of
ideas, and is effective when it achieves the desired
reaction or response from the recipient.

 These transferring of information includes, talking to

people, write notes, read books, see images and
pictures and make you understood.
► Why should you study Communication?
Skilled communicators draw on an extensive and complex
body of knowledge including:
 Semantics (the study of word choice),
 Linguistics (the study of language),
 Rhetoric (the study of writing and speaking effectively),
 Psychology, Sociology, Graphic design, and even
computer science.
 The ability to communicate is learned, and learning to be a
competent communicator is a difficult, lifelong project. But you
will make progress quickly if you work hard to learn the principles
and concepts and then apply them in practice situations. (William
J. Seiler, 2002)
 Communication is critical to living successfully in
today’s society, but it is also important that you learn
how to speak effectively, listen carefully and efficiently,
think critically and be aware of and sensitive to
differences in others. Then only will you be able to
communicate effectively.
► Remember
 Communication is a process of sending and receiving verbal and
nonverbal messages.
 Communication is considered effective when it achieves the
desired reaction or response from the receiver.
 Communication is a two way process of exchanging ideas or
information.
► So Why Do We Communicate?

The purpose of any given communication may

be to:
1. Initiate some action;
2. Impart information, ideals attitudes, beliefs or
feelings;
3. Establish, acknowledge or maintain links or relations
with other people;
4. Promote a product, service, or organization; and
5. Relay information within the business; or deal with
legal and similar issues.
► The Purpose of Communication in the Workplace

 For instruction – communicator transmits necessary

directives and guidance
 For integration – involves bring about inter-relationship
among the various functions of the business
organization
 For information – inform individual or group about
particular task or company policies and procedures etc.
 For evaluation – examination of activities, appraise
individuals or team their contribution to the org
► For direction – by the top management or manager to
the lower level
► For teaching – educating workers about personal safety
on the job, avert accidents, risk etc. avoid cost.
► For influencing – a complete communication process is
necessary influencing others or being influenced.
► 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.
► Elements of Communication

(Adopted from COL)

 The Communication Situation
► The communication situation is said to exist when

 There is a person (sender/transmitter) who wants

to pass some information;
 There is another person (receiver) to whom the
information is to be passed on
 The receiver partly or wholly understands the
message or information passed on to him;
 The receiver responds to the message or gives
feedback.
These four components are essential for communication.
 Elements of Communication
► The process of communication involves the following
elements:
1. Sender or transmitter: The person who desires to convey the
message is known as sender. Sender initiates the message and
changes the behaviour of the receiver.
 While sending a message, you are the ‘encoder’, the writer or
speaker, depending on whether your message is written or oral
 Express your message so that the receiver(s) react as you desire
 You decided which symbols best convey your message and
which channel will be most effective among the oral and written
media (letter, memo, telephone etc)
2. Message: It is a subject matter of any communication. It may
involve any fact, idea, opinion or information. It must exist in
the mind of the sender if communication is to take place.
 The message is the main idea that you wish to communicate;
 It is of both verbal (written or spoken) symbols and nonverbal
(unspoken) symbols.
 First decide exactly what your message is
 Also consider the receiver of your message

3. Encoding: The communicator of the information organises his

idea into series of symbols (words, signs, etc.) which, he feels
will communicate to the intended receiver or receivers.
4. Medium/Channel
 The sender has to select the channel for sending the
information.
 Communication channel is the media through which
the message passes.
 It is the link that connects the sender and the receiver
 It means the way by which message is communicated
 You can choose electronic mail, printed word
 The choice of medium is affected by the relationship
between the sender and the receiver
5. Feedback
 Communication is an exchange process. For the
exchange to be complete the information must go
back to whom from where it started (or sender) The
reaction or response of the receiver is known as
feedback
 Can be oral or written;
 It can also be an action (receiving in the mail an item
ordered);
 Sometimes silence is used as feedback;
 Senders need feedback in order to determine the
success or failure of the communication.
6. Receiver: The person who receives the message is
called receiver or receiver is the person to whom the
particular message is sent by the transmitter.
► The communication process is incomplete without the
existence of receiver of the message.
► It is a receiver who receives and tries to understand
the message
7. Brain drain: On whole process there is a possibility of
misunderstandings at any level and is called brain
drain.
► It may arise on sender side if they do not choose the adequate
medium for delivery of message, by using default channel and it
may also arise when receiver does not properly decode the
message. In other words, we can say that it is breakdown of
cycle at any level.
► The Communication Process

► You must have identified the key players as follows:

► 1. Sender
► 2. Receiver
► 3. Message
► 4. Encoding
► A message: what needs to be communicated?
► A messenger: the person who has something to communicate.
► A receiver: the person who will receive the message.
► Encoding: verbal and non-verbal convention of communication.
► Decoding: reading by the receiver of the encoding done by the messenger.
 Forms of Communication

► Communication is divided into external and internal

communication.
► External communications are those communications
which are occurring outside the organization like
communication with other companies, with
government, general public etc.
► Internal communications are those which are inside
the organization.
► Internal communications are further divided into two
parts, formal or official and informal.
► Communication Types Used Today

► Electronic Communication comprises different modes of

communication out from the traditional way. It includes e-mail,
fax, teleconferencing and voicemail. Electronic communication is
used both internally and externally.
► Employment Communication is a mode of communication used
for employees but specifically for accepting applicants for a job.
It includes application letter, follow-up communications,
interview and resumes.
► Nonverbal Communication is a mode of communication that
uses body language and other means of communicating without
the use of uttering words. It includes body language, expression,
gestures, professional appearance, time or space.
► Verbal Communication is a mode of communication
that uses the uttering of words in communicating to
external contacts and employees. It includes feedback,
instructions, presentations, and telephone.

► Written Communication is a mode of communication

that requires writing in order to communicate. It
includes letters, memos, proposals and reports.
► Summary
 It is important to remember that your communication
needs to be clear and effective;
 Communication takes place when a message is sent in a
specific code from the sender to the receiver through
medium and receiver respond to the message by giving
feedback;
 The receiver contributes meaning to this message when
he/she interprets;
 When the receiver understood the message a positive
feedback will be given;
 Good feedback is essential in determining the
effectiveness of the message.