Goal Of Business Communication 5t3r2i

NAMA

:

NEILSON GODFREY YULIP

ID NO.

:

D20112056068

COURSE

:

PPB3043 BUSINESS COMMUNICATION

GROUP

:

UPSI01 (A142 PJJ)

Assignment

:

Discuss the goals of business communication and identify which is the most important.

Lecturer Name:

AHMAD BIN MAHMOOD

Business communication Business communication (or simply "communication", in a business context) encomes topics such

as marketing, brand

advertising, public

relations,

management, customer corporate

relations, consumer

behavior,

communication, community engagement, reputation

management, interpersonal communication, employee engagement, and event management. It is closely related to the fields of professional communication and technical communication. Media

channels

for

business

communication

include

the Internet, print

media, radio, television, ambient media, and word of mouth. Business communication can also refer to internal communication that takes place within an organization. Business communication is a common topic included in the curricula of Undergraduate and Master programs of many colleges and universities. There are several methods of business communication, including: 

Web-based communication - for better and improved communication, anytime anywhere ...



video conferencing which allow people in different locations to hold interactive meetings;

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Reports - important in documenting the activities of any department;

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Presentations - very popular method of communication in all types of organizations, usually involving audiovisual material, like copies of reports, or material prepared inMicrosoft PowerPoint or Adobe Flash;

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telephone meetings, which allow for long distance speech;

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forum boards, which allow people to instantly post information at a centralized location; and

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face-to-face meetings, which are personal and should be succeeded by a written followup.



suggestion box: It is primarily used for upward communication, because some people may hesitate to communicate with management directly, so they opt to give suggestions by drafting one and putting it in the suggestion box.

The main goal of business communication is to influence, to control our audience's responses in the way we had intended, so that we can fulfill certain aims for ourselves and our organizations. Effective business communication, of course, results in our eliciting the response we desire both in the short term, such as having our audience obey an order, and in the long term, such as having our audience continue to follow the spirit of the policy. Secondary goals such as selfexpression, social relationships, and career advancement also involve producing change in knowledge, attitude, or action. With all these complicated variables going on in the communication process, no wonder communication is imperfect.

As a business example of this imagine everyone in a company receiving a copy of the annual report. An ant may concentrate only on one footnote in the financial statement; a sales person may look at nothing but the marketing charts; and a public relations officer may respond only to the quality of the brochure itself. Each reader received the same data; each reader perceived them differently. So communications tend to influence different due to different perception of people working in the same organization. Communication is not just important for business. It is essential for the very existence and operation of any business or any other organized effort. Business managers spend most of their time communicating, that is talking, listening, writing and reading. Higher the level of management, greater the time spent on communicating. The ability to communicate well is essential for their success. Peter Drucker, one of the greatest management thinker of our time says: For managers in big organizations ... this ability to express oneself is perhaps the most important of all the skills a person can possess. Communication is essential to people who work cooperatively and need to coordinate their their activities. It is essential for transfer of knowledge from one person to another.

Communication is used to exchange understanding and knowledge on various issues like jobs to be performed, methods to be used, responsibilities, suggestions, agreements, situational factors, and work status. While communication has always been very important in business, it becoming increasingly important because of various trends like (1) widening of interaction among people including globalization, (2) Use of increasingly varied assets and processes in industry and business, (3) Increasing pressure on efficient utilization of resource because of higher consumption levels induced by growing population and rising aspirations of consumes., (4) Use of more complex decision making processes, and (5) accelerating pace of change in business that demands ever increasing need for motivating people obtaining their cooperation. Different people may have different ideas about what the goals of business communication are. Here is one way of looking at it that envisions four goals of business communication. They are: 1.

That the recipient will understand the message. In other words, the communication must convey the message that it is meant to convey. It must not be unclear or give the wrong idea to the one who receives it.

2.

Getting a response. The communication should be worded in a way that makes it easy to respond to.

3.

Establishes or improves a relationship with the recipient. Communications are meant in part to make the recipient feel positively about the sender. This will help them work together in the future.

4.

Making the recipient feel good about the sender's organization. This matters in particular when the recipient is a customer. The communication in that case is meant to help make the recipient like the firm that sends it and want to do business with them.

Business communication goals are established based on considered objective of communication. Communication falls into two categories: internal and external. Business internal communication is realized with of newsletters, team meetings, memos. Business internal communication is realized with of sells materials, press releases, PR statements. Usually, keeping the comprehensive communication at an elevated level is the purpose of any business. The internal messages should be very clear and interpretations need to be eliminated as much as possible. In this way, the levels of sails can be raised and productivity can be increased. Avoiding confusing communication, both internal and external, a company may create the proper and successful environment for it's business. Here are just a few communications approaches that will help you effectively reach your employees and encourage behaviors that advance your strategy and improve your results. 1. Keep the message simple, but deep in meaning. Most organizations have a deeper meaning as to why they exist. This tends to influence strategy, decision-making and behaviors at executive levels, but often isn’t well articulated for employees. What you call it doesn’t matter, your purpose, your why, your core belief, your center. What does matter is that you establish its relevance with employees in a way that makes them care more about the company and about the job they do. It should be at the core of all of your communications, a simple and inspiring message that is easy to relate to and understand. Strategy-specific messages linked to your purpose become tools to help employees connect their day-to-day efforts with the aspiration of the company. 2. Build behavior based on market and customer insights For employees to fully understand how your strategy is different and better than the competition they need to be in touch with market realities. The challenge is in how to effectively convey those realities so that your people can act on them. By building internal campaigns based on market and customer insights, you bring your strategy to life for your employees through this important lens. Package your content so that it can be shared broadly with all departments in

your organization, but in a hands-on way. Expose managers first then provide them with easy-toimplement formats for bringing their teams together, with toolkits that include all the materials they’ll need. The purpose is to encourage their teams to develop department-specific responses, and to generate new ideas and new behaviors based on what they’ve learned. 3. Use the discipline of a framework. Not all messages are created equal. They need to be prioritized and sequenced based on their purpose. I suggest using an Inspire/Educate/Reinforce framework to map and deliver messages on an annual basis. 

Inspire. Messages that inspire are particularly important when you are sharing a significant accomplishment or introducing a new initiative that relates to your strategy. The content should demonstrate progress against goals, showcase benefits to customers, and be presented in a way that gets attention and signals importance. The medium is less important than the impression that you want to leave with employees about the company. Whether you’re looking to build optimism, change focus, instill curiosity, or prepare them for future decisions, you’ll have more impact if you stir some emotion and create a lasting memory.



Educate. Once you’ve energized your team with inspiring messages, your explanations of the company’s strategic decisions and your plans for implementing them should carry more weight. To educate your teams most effectively on the validity of your strategy and their role in successful execution, make sure you provide job-specific tools with detailed data that they can customize and apply in their day-to-day responsibilities. It is most important for these messages to be delivered through dialogues rather than monologues, in smaller group sessions where employees can build to their own conclusions and feel ownership in how to implement.



Reinforce. It isn’t enough to explain the connection between your company’s purpose and its strategy — and between that strategy and its execution — once. You’ll need to repeat the message in order to increase understanding, instill belief and lead to true change overtime. These reinforcing messages need to come in a variety of tactics, channels, and experiences and I’ve highlighted some approaches below. Ultimately, they

serve to immerse employees in important content and give them the knowledge to confidently connect to the strategy. You’ll also want to integrate these messages with your training and your human resource initiatives to connect them with employee development & performance metrics. Recognize and reward individuals and teams who come up with smart solutions and positive change. 4. Think broader than the typical CEO-delivered message. And don’t disappear. Often corporate communications has a strictly top-down approach. I’ve found that dialogue at the grassroots is just as important, if not more so. Employees are more likely to believe what leaders say when they hear similar arguments from their peers, and conversations can be more persuasive and engaging than one-way presentations. Designate a team of employees to serve as ambassadors responsible for delivering important messages at all levels. Rotate this group annually to get more people involved in being able to represent the strategy inside the company. And when the message comes from leadership, make sure it’s from your most visible, wellregarded leaders. Another mistake is the “big launch event and disappear” approach. Instead, integrate regular communications into employee’s daily routines through detailed planning against the messages mapped in your Inspire/Educate/Reinforce framework. 5. Put on your “real person” hat. And take off your “corporate person/executive” hat. The fact is, not many people are deeply inspired by the pieces of communication that their companies put out. Much of it ignores one of the most important truths of communication — and especially communication in the early 21st century: be real. “Corporate speak” comes off hollow and lacking in meaning. Authentic messages from you will help employees see the challenges and opportunities as you see them and understand and care about the direction in which you’re trying to take the company. 6. Tell a story. Facts and figures won’t be ed. Stories and experiences will. Use storytellingas much as possible to bring humanity to the company and to help employees understand the relevance of your strategy and real-life examples of progress and shortfalls against it. Ask employees to share

stories as well, and use these as the foundation for dialogues that foster greater understanding of the behaviors that you want to encourage and enhance versus those that pose risks. Collectively these stories and conversations will be a strong influence on positive culture-building behavior that relates to your core purpose and strategic goals. 7. Use 21st-century media and be unexpected. The delivery mechanism is as important and makes as much of a statement as the content itself. Most corporate communications have not been seriously dusted off in a while, and the fact is, the way people communicate has changed tremendously in the past five years. Consider the roles of social media, networking, blogs, and games to get the word out in ways that your employees are used to engaging in. Where your message shows up also says a lot. Aim to catch people somewhere that they would least expect it. Is it in the restroom? The stairwell? On their mobile phone? 8. Make the necessary investment. Most executives recognize how important their employee audience is. They are the largest expense to the company. They often communicate directly with your customers. They singlehandedly control most perceptions that consumers have about the brand. So if this is a given, why are we so reluctant to fund internal communication campaigns? I suggest asking this question: What am I willing to invest per employee to help them internalize our strategy and based on that understanding, determine what they need to do to create a differentiated market experience for our customers? Do the math and set your hoped-for ROI high whether it is financial performance or positive shifts in behavior and culture. If you choose not to invest be certain of the risk. If you don’t win over employees first, you certainly won’t succeed in winning with customers, as they ultimately hold that relationship in their hands.

The Goal of Business Communication The goal of business communication is to inform employees, shareholders, departments and customers about a company's goals, financial status and products, respectively. Thus, the goal of business communication varies depending on whether it is transferred inside or outside the company. Additionally, communication goals can be transferred via email, reports, oral communication or advertising. The proper channel of communication is important for ensuring the effectiveness of communication. Training o

One internal goal of communication is to train employees. Most companies have training manuals or policy guides that teach employees what is expected of them on their jobs. Additionally, some training programs include classroom instruction from professional trainers. Managers of a restaurant, for example, may meet for a week to learn about company management strategies. Experienced employees may communicate with new employees on how to work various equipment. For example, a shift manager may teach a new retail store cashier how to operate the store's cash . Supervisor-Employee Communication

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Supervisors use both written and oral communication to manage, instruct and assign tasks and projects to employees. For example, executives dictate letters to secretaries or ask them to set up meetings. Communication between supervisors and employees is often frequent. Supervisors must keep their employees on schedule with various tasks so they can meet project deadlines. Many supervisors use project logs, or lists of projects and due dates, to keep employees apprised of the status of projects. Supervisors also use communication to reprimand employees of inappropriate activity or behavior. Inter-Departmental Communication

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Various departments communicate with each other to keep their companies operating as a unit. For example, marketing departments keep finance departments apprised of projects for budgetary purposes. Similarly, business development or engineering departments seek input from marketing departments on product features that customers desire. Companies

that introduce new products often work in teams. For example, a consumer products company may have brand, finance, advertising and production managers working together to introduce a new soap product to the market. Inter-departmental communication keeps all managers and employees working toward the same goals. Otherwise, departments may pursue divergent goals, which could be costly to their company. For example, the advertising and marketing research departments of a small restaurant company may both track the company's advertising, which wastes resources. External Communication Companies must their products and services to attract the interest of

o

customers. External communications can include newspaper and magazine ments, direct mail, radio and television commercials or email marketing. Companies often use the AIDA (attention, interest, desire, action) formula when advertising their products, according to marketing expert Dave Dolak. In addition to attracting attention, ments are designed to build the consumers' interest and desire until they are compelled to act or buy products. Companies must also communicate information to suppliers and government agencies when necessary.

There are four goals of business communication: Goal 1

To ensure receiver understanding

Goal 2

To ensure receiver response

Goal 3

To ensure a favorable relationship between sender and receiver

Goal 4

To ensure organizational goodwill

Goal 3 To Ensure A Favorable Relationship Between Sender And Receiver Communication can best be summarized as the transmission of a message from a sender to a receiver in an understandable manner. The importance of effective communication is immeasurable in the world of business and in personal life. From a business perspective, effective communication is an absolute must, because it commonly s for the difference

between success and failure or profit and loss. It has become clear that effective business communication is critical to the successful operation of modern enterprise. Every business person needs to understand the fundamentals of effective communication. Effective communication is the most critical component of total quality management. The manner in which individuals perceive and talk to each other at work about different issues is a major determinant of the business success. It has proven been proven that poor communication reduces quality, weakens productivity, and eventually leads to anger and a lack of trust among individuals within the organization. The communication process is the guide toward realizing effective communication. It is through the communication process that the sharing of a common meaning between the sender and the receiver takes place. Individuals that follow the communication process will have the opportunity to become more productive in every aspect of their profession. Effective communication leads to understanding. The communication process is made up of four key components. Those components include encoding, medium of transmission, decoding, and . There are also two other factors in the process, and those two factors are present in the form of the sender and the receiver. The communication process begins with the sender and ends with the receiver. The sender is an individual, group, or organization who initiates the communication. This source is initially responsible for the success of the message. The sender's experiences, attitudes, knowledge, skill, perceptions, and culture influence the message. "The written words, spoken words, and nonverbal language selected are paramount in ensuring the receiver interprets the message as intended by the sender" (Burnett & Dollar, 1989). All communication begins with the sender. The first step the sender is faced with involves the encoding process. In order to convey meaning, the sender must begin encoding, which means 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. When encoding a message, the sender has to begin by deciding what he/she wants to transmit. This decision by the sender is based on what he/she believes about the receivers knowledge and assumptions, along with what additional information he/she wants the receiver to have. It is important for the sender to use symbols that are familiar to the intended receiver. A good way for the sender to improve encoding their message, is to mentally visualize the communication from the receiver's point of view. To begin transmitting the message, the sender uses some kind of 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. The effectiveness of the various channels fluctuates depending on the characteristics of the communication. For example, when immediate is necessary, oral communication channels are more effective because any uncertainties can be cleared up on the spot. In a situation where the message must be delivered to more than a small group of people, written channels are often more effective. Although in many cases, both oral and written channels should be used because one supplements the other. If a sender relays a message through an inappropriate channel, its message may not reach the right receivers. That is why senders need to keep in mind that selecting the appropriate channel will greatly assist in the effectiveness of the receiver's understanding. The sender's decision to utilize either an oral or a written channel for communicating a message is influenced by several factors. The sender should ask him or herself different questions, so that they can select the appropriate channel. Is the message urgent? Is immediate needed? Is documentation or a permanent record required? Is the content complicated, controversial, or private? Is the message going to someone inside or outside the organization? What oral and written communication skills does the receiver possess? Once the sender has answered all of these questions, they will be able to choose an effective channel.

After the appropriate channel or channels are selected, the message enters the decoding stage of the communication process. 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. 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. All interpretations by the receiver are influenced by their experiences, attitudes, knowledge, skills, perceptions, and culture. It is similar to the sender's relationship with encoding. 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. "Even a lack of response, is in a sense, a form of response" (Bovee & Thill, 1992). Without , the sender cannot confirm that the receiver has interpreted the message correctly. is a key component in the communication process because it allows the sender to evaluate the effectiveness of the message. ultimately provides an opportunity for the sender to take corrective action to clarify a misunderstood message. " plays an important role by indicating significant communication barriers: differences in background, different interpretations of words, and differing emotional reactions" (Bovee & Thill, 1992). The communication process is the perfect guide toward achieving effective communication. When followed properly, the process can usually assure that the sender's message will be understood by the receiver. Although the communication process seems simple, it in essence is not. Certain barriers present themselves throughout the process. Those barriers are factors that have a negative impact on the communication process. Some common barriers include the use of

an inappropriate medium (channel), incorrect grammar, inflammatory words, words that conflict with body language, and technical jargon. Noise is also another common barrier. Noise can occur during any stage of the process. Noise essentially is anything that distorts a message by interfering with the communication process. Noise can take many forms, including a radio playing in the background, another person trying to enter your conversation, and any other distractions that prevent the receiver from paying attention. Successful and effective communication within an organization stems from the implementation of the communication process. All within an organization will improve their communication skills if they follow the communication process, and stay away from the different barriers. It has been proven that individuals that understand the communication process will blossom into more effective communicators, and effective communicators have a greater opportunity for becoming a success.

Conclusion Business Communication is neither transmission of message nor message itself. It is the mutual exchange of understanding, originating with the reciever. Communication needs to be effective in business. Communication is essence of management. The basic functions of management (Planning, Organizing,Staffing, Directing and Controlling) cannot be performed well without effective communication. Business communication involves constant flow of information. is integral part of business communication. Organizations these days are verly large. It involves number of people. There are various levels of hierarchy in an organization. Greater the number of levels, the more difficult is the job of managing the organization. Communication here plays a very important role in process of directing and controlling the people in the oragnization. Immediate can be obtained and misunderstandings if any can be avoided. There should be effective communication between superiors and subordinated in an organization, between organization and society at large(for example between management and trade unions). It is essential for success and growth of an organization. Communication gaps should not occur in any organization

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4.

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5.

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(http://www.businessdictionary.com/definition/effective-communication.html)

http://www.ehow.com/info_7748753_goal-businesscommunication.html