The art of business

communication
COMMUNICATION TYPES AND ELEMENTS

Presented By Lamanova Kseniia

 “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.”

“BUSINESS COMMUNICATION TODAY” C. L.

BOVEE, J. V. THILL AND B. E. SCHATZMAN

 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.
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.
 Elements of Business

Communication

Message Sender Symbols

Receiver Channels Feedback

 Features of Business

Communication:

A communication to be business communication must be:

1. Practical

2. Factual

3. Clear and brief

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.

The process of business communication has certain other characteristics. They are:

1. Integral Part of Management Process:

Communication encompasses those activities by which the ideas, opinions and decisions of

the managers are conveyed to the subordinates of different ranks. It also involves the

exchange of facts, feelings, suggestions and responses between the superiors and

subordinates.

2. Two-Way Traffic:

Communication does not only mean its downward movement from superior to the

subordinates it implies both the transmission and reception. So, when conveying any

information, a manager should know its reactions and responses. Otherwise, managerial task

of guiding and directing will be ineffective.

 3. Mutual Understanding:

The basic purpose of business communication is to bring about understanding between

individuals in the organisation. It is an important element for establishing human

relationships. A leader can lead and a manager can direct effectively by establishing

perfect understanding with the subordinates, peers and superiors in the organisation.

The greater the degree of understanding presents in the communication the more

possibility that human action will proceed in the direction of accomplishing the goals.

4. Pervasive:

The subject-matter of business communication covers a wide range and extends to all

functions—purchases, production, sales, finance, recruitment, wages, dividends, market

standing, innovation, productivity, etc. It also moves through all levels of management—

upward, downward and sideways. Business communication is, thus, said to be a

pervasive function.
 5. Continuity:

Communication is an ever-present activity and without it an organisation cannot exist.

Communication is as necessary to an organisation as blood circulation in a living body.

Therefore, the managers should ensure that adequate and smooth communication flows in all

directions.
Breakdown of communication results in misunderstanding, creation of unfavorable attitudes,

hostility and conflict. So, communication must be a continuous process and move up, down and

sideways for active participation of all concerned.

6. Specific:

A business communication is generally specific in nature. It means that a particular

communication should deal with a single subject at a time. This is necessary for the

effectiveness of communication. Multiplicity of subject in a communication has the possibility of

creating confusion which is dangerous to sound management. It must be specific with regard to
the information intended to be conveyed or received.
 7. Result and not Cause:

Sound communication is the result of competent management, not the cause of it. Business

communication is a means to an end and acts as a tool in the hands of the managers.

Successful handling of this tool depends upon the competence of the managers. It is not an

independent activity, rather an essential ingredient of managerial function.

So, good communication does not produce good manager. But good manager is nearly always

a good communicator. Misconception of management process often leads to poor

communication.

8. Internal and External:

Business communication is primarily internal. It is, thus, a part of administrative function and

intended to apply to the members belonging to an organisation. Orders, instructions,

suggestions and even public notice announcing the annual general meeting of a company are

some of the examples of internal communication.

But nowadays, many communications move beyond the organisational horizons and touch the

outside population exceeding the organisation’s own (e.g., advertisement). Business

communication may thus be internal and external.

 9. Different Types:

Business communication may be of different types—formal, informal, upward, downward,

sidewise, written, oral, etc.

10. Feedback:

A communication cannot be complete unless and until feedback or response of the recipient

is made. Feedback may be written, oral or gestural. Sometimes mere silence may also

constitute a feedback.
Thank You
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