Through communication, people exchange. Communication is an essential attribute of human life, which is why we all spend most of our time receiving or requesting information. Lack of communication creates tensions and destroys personal and business relationships. The ability to exchange information or converse with others is crucial to the success of the individual, family or business organization. It should be noted, however, that it is one thing to communicate and quite another to communicate effectively.
Ineffective communication often results in failure because it does not elicit the desired response in the form of feedback from the receiver. This is the nightmare of many business organizations. Many managers communicate, but often not very effectively. The lack of ability to communicate effectively on the part of managers is the reason for the failure of many companies. Every company or business organization needs an effective communication network in order to function properly and achieve the objectives set. In this article, the focus will be on the indispensable role that effective communication plays in the day-to-day running of a business organization. We’ll start by looking at the meaning of effective communication from different angles and then examine its importance and how it can be achieved in business.
Looking at the meaning of effective communication from different angles
The ultimate goal of every form of communication (face-to-face meeting, telephone conversation, teleconference, videoconference, interview, email, letter, or memorandum) is to elicit an expected response in the form of feedback from the receiver to the sender. That’s what effective communication is all about. It is about the information being well packaged and transmitted correctly, so that the recipient understands the message and responds positively. In other words, effective communication is one that achieves the results for which it is intended.
Communication can be looked at from different angles, such as the mode of expression (oral or written, or even non-verbal communication), the purpose of the communication, the audience, the flow of information (vertical, horizontal or diagonal), etc. Communication can be internal (within the organization) or external (with external people). It can also be interpersonal or group communication; interpersonal when it involves two people and group when it takes the form of meetings, discussions, symposiums, conferences and workshops. There is also mass communication, which has to do with communicating with the masses through radio, television, newspapers, the internet, etc.). From whatever angle you look at it, communication can only be considered effective when it results in the desired feedback.
Oral communication involves the use of spoken words and could take the form of face-to-face conversation, interview, telephone speech, voice mail, meetings, group discussions, oral instructions, teleconferences, video conferences, etc. Oral communication is fast and allows for immediate feedback as well as immediate response to feedback. Participants can ask questions and get immediate clarification. In addition, gestures and facial expressions can be used to reinforce the desired message. Limitations of oral communication include susceptibility to errors and misinterpretations and lack of permanence.
Written communication, as its name implies, involves the use of written words. It can come in the form of business letters, memos, reports, meeting minutes, written speeches, etc. Written communication has the advantages of review before transmission, permanence, and accessibility for reference purposes. It also reduces the risk of distortion in meaning; therefore, it can be considered as an ideal medium for long and complex messages which, if transmitted orally through many intermediaries, can easily be distorted or misunderstood. Another advantage of the written medium is that it can be easily reproduced in many ways (for example, by photocopying) and distributed to many recipients. One of its main limitations is delayed feedback; reading long documents can be boring and writing a response can also be delayed by other factors. Written communication also lacks the presence of gestures, facial expressions, and other forms of body language capable of reinforcing meaning in communication.
The choice of communication medium depends on the nature of the message to be transmitted. As noted above, while the written medium is the perfect medium for transactions that require permanent documentation, the oral medium is ideal for messages that require immediate feedback. The circumstances must be taken into account to determine whether to use a phone call, a face-to-face meeting, an email, a typed and signed document, etc. Factors to consider when choosing the medium of communication include: urgency, formality, risk of misinterpretation, confidentiality, legal implications or the need for future reference, the nature and size of the audience, etc.
Communication in business is usually intended to achieve specific purposes, such as providing information, making inquiries, providing explanations, persuading, reassuring, carrying out transactions, etc. Communicating to inform is frequently an act of presenting, notifying, announcing or informing; it generally aims to inform people about new product lines, prices, names, addresses, etc. If the purpose of communication is to persuade, the message must be packaged with a view to moving the audience to action through the use of words. This type of communication is ideal for advertising a product or motivating employees.
When the communication is purely for business transactions, such as contracts, agreements, receipts, etc., the message must be packaged in a way that does not give rise to misinterpretation or legal action. In this type of communication, the emphasis is on the accuracy and adequacy of the information provided, such as the date of the transaction, agreed terms and conditions, agreed prices, total amount and currency, names, addresses and signatures of the parties to the contract. agreement, etc. The point to be made here is that in order to achieve effective communication, the message must be packaged to serve the specific purpose as well as the particular occasion of the communication.
How to ensure effective communication in business
It is important to note that poor or ineffective communication is responsible for a situation where the receiver does not understand what he has read or heard and therefore cannot give any positive feedback. This implies that the hallmark of effective communication is a well-presented and well-transmitted message, that is, a message that is capable of attracting the receiver’s response in the form of positive feedback.
Language must be seen as the most important form of effective communication. The communicator must ensure that the language used is clear, precise and appropriate for the audience, the purpose and the occasion to which the message is addressed. The use of informal language where a polite and formal register is required, for example, can render the message ineffective. Verbiage or the use of unnecessarily complex constructions can only create room for misinterpretation; hence the acronym ‘KISS’: Keep it short and simple.
In addition, the use of expressions, jargon and buzzwords that the audience is not familiar with can present barriers to them and therefore make it difficult to communicate. When technical language and terms are used, these should be defined and explained to the best of the audience’s knowledge. Whatever the purpose of the communication, the communicator must connect with the audience using clear and precise language and removing all forms of ambiguity or barriers so that the audience can fully understand the message.
Effective communication is best achieved when the purpose or central idea of the message is clearly stated and subordinate ideas are effectively identified and related to the main purpose in a naturally compelling way. It is important to ensure that the material is organized in a logical and consistent order, with each paragraph containing only one main idea that is clearly stated and supported with relevant, sufficient and persuasive points. To achieve consistency, new information should be linked to previously discussed information in a way that engages the reader and reinforces the main points. The conclusion of the message should reaffirm the main purpose and specify the action to be taken.
Ensuring correctness or grammar is also a vital aspect of effective communication, because poor grammar is capable of distorting meaning or undermining credibility, making communication difficult. It is very important to ensure that the rules of grammar and syntax are followed, that the correct words are used to convey the intended meaning, and that punctuation reflects standard usage. Finally, all work must be proofread to ensure that the final copy is free of mechanical errors.
Above all, it should be noted that the object of business communication is, in broad terms, to buy and sell. Business communication is usually about practical matters, such as products, prices, discounts, sales, deliveries, payments, etc. The successful businessman is one who achieves his goals, and in order to achieve his goals, he must communicate effectively through clarity of expression. He has to present his messages to his audiences in the most clear and direct way.
All commercial communication is intended to invoke some material and immediate response or action. Whether it’s a face-to-face meeting, a phone call, a sales letter, a query letter, a memo, or a report, the goal is to get something done. Therefore, all commercial communication must use clear and persuasive language along with the right action to connect with the audience and invoke the desired response.