Importance of Business

Communication
AN INTRODUCTION
Business communication skills are critical to the success of any organization despite its size,
geographical location, and its mission
Business communication is interlinked with internal culture and external image of any
organization
Good Business communication practices assist the organization in achieving its goal of
informing, persuading, favorable relationship, and organizational goodwill.
Organizations can only survive if they accept the rapidly changing global challenges and the
communication processes are structured and delivered (Think about COVID19 Pandemic)
◦ Origin in Wuhan – whistleblower mysteriously died
◦ WHO Declaration of it as pandemic
◦ Global Spread
◦ Lockdown Measures
◦ Vaccine Development
◦ CoVax Project
◦ Think about all of the above happening without effective communication
The success of any business to a large extent depends on efficient and effective communication
Communication is the life-blood of an organization
Meaning of Communication
The word communication has been derived from the Latin word 'communicare' that means ‘to
share’.
It is essentially a bridge of meaning between the people. By using the bridge a person can safely
across the river of misunderstanding’.
The Chinese whispers : The notion of “Chinese whispers” stems from a racist idea in the 1800s
that Chinese people spoke in a way that was deliberately unintelligible. It associates the
Chinese language with “confusion” and “incomprehensibility”. Now, the game is more
commonly referred to as “the telephone game” in the United States.
 The dimensional view of Business
Communication
1. Downward
2. Upward : The content of such communication can include judgments, estimations, propositions,
complaints, grievances, appeals, reports, and any other information directed from subordinates to
superiors. Upward communication is often made in response to downward communication; for
instance, employees answering a question from their manager. In this way, upward communication
indicates the effectiveness of a company’s downward communication.
4. Diagonal :
5. Grapevine Communication : Suppose the profit amount of a company is known. Rumour is spread
that this much profit is there and on that basis bonus is declared.CEO may be in relation to the
Production Manager. They may have friendly relations with each other.
Downward Communication
Examples of downward communication include explaining an organization’s mission and strategy or explaining the
organizational vision. Effective downward communication gives employees a clear understanding of the message
they have received. Whether informative or persuasive, effective downward communication results in the recipients
taking action or otherwise behaving in accord with the communicators’ expectation.
In the workplace, directives from managers to employees are the most basic form of downward communication.
These can be written manuals, handbooks, memos, and policies, or oral presentations. Another example of
downward communication is a board of directors instructing management to take a specific action.
Better coordination
Improved individual performance through the development of intelligent participation
Improved morale
Improved consumer relations
Improved industrial relations
Ensuring effective downward communication is not necessarily an easy task. Differences in experience, knowledge,
levels of authority, and status can make it more likely that sender and recipient do not share the same assumptions
or understanding of context, which can result in messages being misunderstood or misinterpreted. Creating clearly
worded and non-ambiguous communications and maintaining a respectful tone can overcome these issues and
increase effectiveness.
Horizontal communication, also called lateral communication, involves the flow of messages between
individuals and groups on the same level of an organization. Horizontal communication does not involve
relaying information up or down across levels. Sharing information, solving problems, and collaborating
horizontally is often more timely, direct, and efficient than up or down communication.
Horizontal communication can produce a higher quality of information exchange since it occurs directly
between people working in the same environment. Communication within a team is an example of horizontal
communication; members coordinate tasks, work together, and resolve conflicts.
Horizontal communication occurs formally in meetings, presentations, and formal electronic communication,
and informally in other, more casual exchanges within the office.
Types of Business Communication
Formal Communication
◦ Newsletters
◦ Email correspondence
◦ Official Letters within and outside of the organization
◦ A Business Plan
◦ Company Annual Reports

Informal Communication
Grapevine
Stories
Cultural Norms
Open door policy
 Uses of Effective Business
Communication
i. Brand Building
ii. Motivation of workforce
iii. Strong organizational control
iv. Quality Management
v. Ethical Behavior
vi. Strong Organizational Culture
vii. Stakeholder Management