INTRODUCTION TO BUSINESS COMMUNICATION

CHAPTER 1

LEARNING OBJECTIVES:
At the end of the session, students should be able to:
Define communication Explain communication process Explain effective message Define audience Identify the importance of the audience

COMMUNICATION

Communication is defined as The flow of material information perception, understanding and imagination among various parties. The process through which managers coordinate, lead, and influence subordinates; a process in which one person or group evokes a shared or common meaning in another person or group.

A business Organization is a group of people associated to earn profit. Various kinds of activities have to be performed by the people of an organization so as to earn profit. These activities need an effective and systematic communication. Without efficient communication, one can not even imagine to do work and hence will be unable to earn profit

PURPOSE OF BUSINESS COMMUNICATION

It can integrates all the managerial functions of management such as planning, leading organizing and controlling. Can effect changes and also influences actions between the internal environment and external environment

COMMUNICATION PROCESS

Transmission of a message from a sender to a receiver in an understandable manner The communication process is a guide toward realizing effective communication. Effective communication leads to understanding.

COMMUNICATION PROCESS
Feedback

Sender

Encoding

Channel

Decoding

Receiver

Feedback

1. Sender

The sender is an individual, group, or organization who initiates the communication. The sender first develops an idea, which is composed into a message and then transmitted to the other party. This source is initially responsible for the success of the message

2. Encoding

Translating information into a message in the form of symbols that represent ideas or concepts. This process translates the ideas or concepts into the coded message that will be communicated. The symbols can take on numerous forms such as, languages, words, or gestures. These symbols are used to encode ideas into messages that others can understand.

3. Channel (also called a medium) The channel is the means used to convey the message. Most channels are either oral or written, but currently visual channels are becoming more common as technology expands. Common channels include the telephone and a variety of written forms such as memos, letters, and reports.

4. Decoding Decoding is conducted by the receiver. Once the message is received and examined, the stimulus is sent to the brain for interpreting, in order to assign some type of meaning to it. It is this processing stage that constitutes decoding. The receiver begins to interpret the symbols sent by the sender, translating the message to their own set of experiences in order to make the symbols meaningful. Successful communication takes place when the receiver correctly interprets the sender's message.
5. Receiver The receiver is the individual or individuals to whom the message is directed. The extent to which this person comprehends the message will depend on a number of factors, which include the following: how much the individual or individuals know about the topic, their receptivity to the message, and the relationship and trust that exists between sender and receiver

6. Feedback Feedback is the final link in the chain of the communication process. After receiving a message, the receiver responds in some way and signals that response to the sender. The signal may take the form of a spoken comment, a long sigh, a written message, a smile, or some other action. 7. Noise Noise in communication means anything that interferes or affects the message or information being transferred between a sender and a receive

WHAT MAKES A MESSAGE EFFECTIVE??

CLEAR: The meaning the reader gets is the meaning the writer intended. The reader doesnt have to guess. COMPLETE: All of the readers questions are answered. The reader4 has enough information to evaluate the message and act on it. CORRECT: All of the information in the message is accurate. The message is free from errors in punctuation, spelling, grammar and sentence structure. SAVES THE READERS TIME: The style, organization and visual impact of the message help the reader to read, understand and act on the information as quickly as possible. BUILDS GOODWILL: The message presents a positive image of the writer and the organization, It treat the reader as a person, not a number.

AUDIENCE

The audience in business communication is the person to whom the message is being conveyed.

WHO IS MY AUDIENCE?
1. Primary Audience Will decide whether to accept your recommendations or will act on the basis of your message. You must reach the decision maker to fulfill your purposes. 2. Secondary Audience May be asked to comment on your message or to implement your ideas after theyve been approved.

3. Initial Audience

Receives the message first and routes it to other audiences. Sometimes the initial audience also tells you to write the message.

4. Gatekeeper Has the power to stop your message before its gets to the primary audience. A secretary who decides who gets to speak to or see the boss is a gatekeeper. 5. Watchdog Audience Though it does not have the power to stop the message and will not act directly on it, has political, social or economic power.

IMPORTANANCE OF AUDIENCE ANALYSIS

Understanding your audience is fundamental to the success of any message. You need to adapt your message to fit the audience's goals, interests and needs. Audience analyses is essential before designing the message. Communication can take place only when the message is received in the same sense and spirit that sender intends to carry. If the communicator fails to analyze the attitude, interests and knowledge of the audience, he is likely to be failure.