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Nearly 80% of our work time goes in communicating. The entire world is
moving on communication. Our day starts with ‘communication’.

What is ‘communication’, sharing, exchanging ones feeling with others is

called communication. We have many acts like;
1. listening,
2. reading,
3. writing,
4. speaking,
5. Facial expressions.
6. movements,
7. colors,
8. gestures,
9. arts,
10.Ideas, facts, information, opinions etc.

We express ourselves in many ways. Mainly in group of human beings

communication is essential, infact it is a ’must’ factor. Let’s think what will
happen to a family, a classroom, an office or a church without ‘communication’.
The main purpose of the situation is depending upon the communication.

Communication creates and executes the situation under all the circumstances.
Hence the communication is an ‘in thing’ in our day to day life. It is an important
aspect of behavior; human communication is affected by all factors that influence
human behavior.

Business Communication

Communication is the main integrated ingredient of the business. No

business can grow without proper communication channels. The word
‘communication’ is originated from the Latin word called ‘communis /
communicare’ which means make common, that means sharing of information, or

Communication helps the business to flourish. Communication in any

business should be very simple. Simplicity in communication channels would lead
the company to the success.
Business Communications is defined as the “process of transmission of
information within the business environment”.

In earlier times it was thought communication finesse is required only for

marketing and sales personal. But today, we know all the people irrespective of
their occupation needed good communication skills at all the levels and in all the
time. If it comes to an organizational level, we could make out or well imagine
how their communicating power should be in dealing with their entire public, those
includes workers, managements, customers, bankers, suppliers etc.

7Cs of Effective Communication

Business Communication, both oral and written, demands more competency in
language. In any business environment, adherence to the 7Cs helps the sender in
transmitting the messages with ease and accuracy.

Credibility: This implies that the sender of the message gives due importance to
the receiver and composes the message. This kind of thoughtful approach to
communication is also termed as you attitude.

Courtesy: Once the credibility of the sender is established, attempts should be

made at being courteous in expression. It expects the speaker/writer to be aware of
the listener’s/reader’s feeling. In business communication, we not only pass on
information but we also share and try to create a harmonious understanding for
business to grow and develop and retain goodwill. Courtesy is not merely thank
you and please, but it is a sincere and genuine expression that stems out of respect
and care for others. In business world everything starts with and ends in courtesy.

‘Why you ask me to ring you up when you are not free to receive my calls’
‘I don’t mind ringing you up if you tell me when I can do so?’(being courteous)

Clarity: Absolute clarity of the idea adds to the meaning of the message. The first
stage is clarity in the mind of the sender. The next stage is the easier transmission
of the message in a manner which makes it simple for the receiver to comprehend.
The me4ssage of the4 letter should be clear in the first reading. Clear message
avoid misunderstanding and saves time.
Clarity depends on four factors:
(i) Short and simple sentences.
(ii) Proper punctuations
(iii) Giving definite and concrete details.
(iv) Logical sequence of ideas.

Correctness: Correct use of grammar, message and appropriate words adapting

the right level of communication and the right tone for conveying the message
to suit the receiver’s level determines the success of communication. If the
sender decides to backup his communication with facts and figures, there
should be accuracy in stating the same.

Consistency: The approach to communication should, as far as possible be

consistent / constant. There should not be too many ups and down that might
lead to confusion in the mind of the receiver.

Concreteness: Concrete and specific expressions are to be preferred in favour

of vague and abstract expressions.
‘There has been a tremendous escalation in the sales figure.’
The listener is more apt to listen and comprehend factual details like
‘There has been an escalation in the sales figures by almost 50%as compared
to last year.’

Conciseness: Conciseness means expressing much in few words. In business

writing means keeping to the point, using few words as possible without
sacrificing clarity and courtesy. Time is money.

 Credibility - Builds Trust

 Courtesy - Improves Relationships
 Clarity - Makes Comprehension easier
 Correctness - Builds Confidence
 Consistency - Introduces Stability
 Concreteness - Reinforces confidence
 Conciseness - Saves time

4Ss of Effective Communication

Shortness: “Brevity is the soul of wit”. If the message can be made brief, then
transmission and comprehension of messages will be faster and more effective.
Simplicity: Simplicity, both in usage of words and ideas, reveals clarity in the
thinking process.

Strength: The strength of the message emanates from the credibility of the sender.
If the sender believes in the message he is about to transmit, there is bound to be
strength and conviction in whatever he tries to state. Half-hearted statements or an
utterance that the sender himself does not believe adds a touch of falsehood to the
entire communication flow.

Sincerity: A Sincere approach to an issue is clearly evident to the receiver. If the

sender is genuine, it will be reflected in the manner in which he communicates.

 Shortness - Economizes
 Simplicity - Impresses
 Strength - Convinces
 Sincerity - Appeals

Effective communication is useful for both organizations as well as for an


• For an individual:
A well written resume, cover letter, convincing interview can get you the job you
want even though more qualified people have applied for it. While working good
verbal and non verbal communication helps to interact effectively with others and
get work done efficiently. Unless you express effectively the purpose of your
ideas, acts cannot be fulfilled and go unnoticed. Good writing skill will also
increase the chances of getting promotion.

Improving ones communication skills will benefit to the employee himself. Over a
period of time they can become the assets of the organization they are working

• For an organization:
Improving communication skills helps not only you but also the organization.
Communication helps in boosting employee morale, by keeping them informed
about what is going on, involving them in decision making and getting feedback
from them regarding their opinions, attitudes and suggestions.

Hence in an organization individual communication sills are as important as group

or business communication.

Importance in Business Communication

Communication is the life blood of the organization. No business can perform

without effective communication.

There are number of important advantages of business communication:

• Important qualification at the time of appointment and promotion.
• Managing Complexity all around.
• The big organization management – understanding and co-operation.
• Up to date efficient and effective network
• The image of the company increases
• Profitability increases
• Opportunities available in the market can be known easily
• Effective tool of supervision.
• The employee turn over will be less – motivating and morale boosting.
• Customer interaction is better - negotiations and keeping contacts with
distributors, retailers and individual customers.
• Collection of information is easier.

Objectives / Purpose of communication:

In business, we have many reasons or purposes for communicating.

Communication is an important tool or instrument to achieve the purpose and
goals of an institution.

Objectives of downward communication:

Messages moving from seniors to subordinates in an organization or from
persons with expert knowledge to lay persons.

1. Instructions: Instruction is information about how to carry out a process or

procedure. Thought should be communicated clearly for running any
organization. Every piece of work requires an instruction (communication).

2. Education & Training: Education is the development of the abilities of the

mind. Training is practical education or practice in some skill, under the
guidance and supervision of an expert. Education and training are both
informative as well as persuasive. Both lead to discipline and development
through learning, and practice. Special communication skills are required to
accomplish these objectives.

3. Motivation: Motivation means providing a person with a motive, an

incentive, an inner urge to make effort to do his best. Managers constantly try
to improve performance in the workplace by motivating the staff.

4. Raising Morale: Morale is the state of mind and of discipline and spirit of a
person or a group. In a work place, it is reflected in the individual and
collective actions of the employees; it reflects their level of discipline and
confidence. People with high morale feel good about themselves and are highly
motivated and have the courage to face problems and meet challenges.
5. Counseling: Counseling is specialized form of advice. Stress, tension and
some emotional problems can b e sorted out, treated and corrected at the health
counseling centre of the company.

6. Persuasion: Means making efforts to change or influence the attitudes and

behavior of others. Persuasion is achieved by skilful appeal to emotions. A
great deal of communication in an organization is persuasive.

7. Appreciation: Showing and expressing praise for the work of others.

Appreciation by managers and supervisors when employees do good work and
make achievements creates a good attitude among the staff.

Objectives of communication to authority:

Communication moving from subordinates to superiors and from buyers to


1. Request: It is made by staff for various kinds of permission or favors.

2. Representation: Representation is always in writing. An employee, who

feels that he has not been given what he deserves, for ex: a promotion
makes a representation. A representation may be made by a group of
persons too.

3. Complaints: Complaint is made when there are faults or defects in the

system or in the goods supplied or services rendered, so that they may be
corrected. A complaint may be oral or written. Within an organization,
minor complaints may be adjusted by oral communication. In commercial
transactions, it is necessary to make complaints in writing.

4. Discussion: Plans and projects require discussion and review, formal and
informal meetings are held for this purpose. Daily routine matters may be
settled by informal discussion. Discussions among persons of equal status
have an educative value, and are used in training programs.

5. Suggestion: A new idea proposed for consideration. In an organization

employees at all levels may suggest their supervisors or seniors, ideas on
better procedures and methods.
The Benefits of Effective Communication:

Improved Stronger
stakeholder decision
response making

Enhanced Effective
professional Communicat productivity
image ion

promotional Steadier work
materials flow
Reference Text:

1. Sen : Communication Skills (Prentice Hall India)

2. Cottrell .S – The study skills handbook
3. Turner .J – How to study : a short introduction
4. Theosarus – Merrilium-Oxford
5. Namita Gopal : Business Communication
6. Prof.B.V.Pathak – Communication Skills
7. Urmila Rai/S.M.Rai : Business Communication
8. Paul Turner : Organisational Communication
9. Gyani : Business Communications and Customer Relations
10.J.F.Purkis : Assignments in Communication
11.Asha Kaul : Effective Business Communications
12.Mohan : Developing Communication Skills