lecture 1

LECTURE 1

COMMUNICATION
Why we study business communication?
You may say that communication is important and that you spend a lot of time doing it. But you’re pretty good at communicating. After all you talk to people, write notes, read books, get along with other people, and make myself understood already. Why should you study communication?”

The apparent simplicity of communication is deceptive. Just because we all communicate every day does not make us good communicators. Just because some aspects of effective communication are based on common sense does not mean common sense alone is enough. Skilled communicators draw on an extensive and complex body of knowledge, including semantics (the study of word choice), linguistics (the study of language), rhetoric (the study of writing and speaking effectively), psychology, sociology, graphic design, and even computer science. You will explore and apply the scholarship and research from all of these fields in your study of communication.

“Why then,” you may well ask finally, “study business communication specifically? Communication is communication: I’ve taken plenty of English courses and communicated in every one of my other courses.”

Good communication does, in fact, cross disciplines: correct grammar and audible speaking, for example, are as necessary in a geography class as they are in a business communication class. There are, however, at least five ways in which what you will learn in this class differs from what you have learned, or will learn, in your other classes. First, the subject matter is different: here you will get a chance to practice communicating with concepts and techniques from areas such as accounting, finance, and marketing. Secondly the forms are also different: you will, for example, practice writing memos, letters and business reports – not just term papers, exams and essays. Thirdly, in this class you will have a chance to practice your oral presentation skills, which – according to various studies – you will probably be using extensively in the business world. Fourthly, you may learn a slightly different style: in general, business communication is more objective, systematic, and concise than creative or personal communication. Finally, perhaps the most important difference is that, you will learn to persuade people to accomplish your desired results.

What is communication?
I have been discussing how important communication will be for your success in business. What you might ask, what the term communication mean? It is certainly hard to define because it has come to mean practically anything.
Definition of Communication
The word communication means the act or process of giving or exchanging of information, signals, or messages as by talk, gestures, or writing. Technically speaking, in the act of communication, we make opinions, feelings, information, etc known or understood by others through speech, writing or bodily movement.

Why do we communicate?
The purpose of any given communication may be:

a) to initiate some action;
b) to impart information, ideas, attitudes, beliefs or feelings; and /or
c) to establish, acknowledge or maintain links or relations with other people.

Initiating ActionInitiating action may be achieved by two basic categories of communication.
Expressing needs and requirements.
This can range from a baby’s cry – or even the bleep of an alarm clock – to an adult’s more precious expression of needs and wants. In a business organization, it would include briefings, instructions and procedure manuals. This will only be effective where the other person is willing to satisfy the needs.

Persuading and motivating others
It means to carry out the desired course of action” in other words, giving them a reason (other than one’s own want or need) to perform that action. Persuasion of this kind is likely to be a major element in marketing and sales: a sales reply cannot simply ask a customer to buy the product because she, the sale rep, needs a success. She must show that there are benefits to the consumer, which will make the purchase worthwhile.

Imparting Information
Imparting information, ideas, attitudes, beliefs and feelings may have any number of specific purposes.

• Creating awareness
• Creating understanding
• Persuading others
• Influencing others

Information gathering is a constant activity of human beings. We receive a great deal of data and information in our daily lives, only some of which we seek or consciously absorb. Think about it: news bulletins, books, bank statements, business information, gossip, thing people tell you, things you ask them. This list is endless.

Remember that other people may be seeking information in the messages you ‘send’ (and in the tone of your voice and other indications of what is ‘between the lines’). This information may or may not be something you wish to communicate: you will need to be aware of it before your listener/reader is.

Establishing relations
Establishing, acknowledging and maintaining relations with other people is a vital function of communication.

Importance
Communicating effectively in speaking and writing is useful in all areas of business, such as management, technical, clerical, and social positions as we have just seen.
The ability to communicate well has always given advantages to those who possess it. Communication has a rich history. The ancient world, both the East and the West, depended on oral communication. In ancient Greece and Rome, it was necessary to communicate when dealing with matters in assemblies and the courts. During the Medieval and Renaissance Periods, the oral tradition progressed. As writing became more important as a permanent record of communication, authors and books on written communication principles appeared.
So we can say that some of today’s principles of writing are a mixture of ancient oral and written traditions.

Advantages of Communication in your Career
• Your success in your career is based on your ability to do well in written and oral communication.
This ability to communicate effectively is a valuable asset for you.
• If your career requires mainly mental rather than manual labour, your progress will depend on how effectively you communicate your ideas to others who need or should receive them.
• Strong communication skills are found in every job description listed by companies’ advertising positions. Communication is a primary responsibility in many careers, such as customer relations, labour relations, marketing personnel, public relations, sales, and teaching.
• Communication is also required in government and non profit organizations. There skills play a major role at every level.
• Even if your work is mainly with figures, as in the accounting profession, the ability to communicate to those who read your financial reports is necessary.

A quality for Promotion
As an executive you must have the ability to communicate if you want promotion. Those who cannot communicate effectively in either oral or written communication remain in the same positions.
Many surveys have born out the idea that effective communication is essential for success and promotion in every field.
Communication & Global Market
The way you communicate both within and outside your own country affects everything you do. Moreover your ability to speak and write effectively will also make a difference to your organization. These qualities will help you to be successful in dealing with international business people.
Always remember that “To the customer, you are the company”. Your dealing with customers, clients and the public reflects the company you represent. Important communications can make a difference to your company because each message communicates the essential quality and culture of your company and can either build goodwill or destroy it.

Messages written to international customers and other business contacts are sensitive to the readers. Your goodwill as well as your organization’s is at stake. So be very careful while communicating with international people.
The ability to communicate effectively with others is repeatedly named as a top quality of a successful businessman. You as a businessman may be a very intelligent person; but if you can’t get your message across to the other, you will be thought of as less intelligent than you are because ideas are common, but the ability to clearly communicate ideas to others is rare.
If you are a better communicator, customers and business associates form better impression of you and your organization. This impression is based solely upon your ability to communicate both oral and written messages. Effective business message builds or retains goodwill which is a priceless commodity. Because the exchange of written communication is vital to a businessman for promoting goodwill, the art of producing effective correspondence will help ensure your success in business.
So, your ability to communicate is, in fact, your trademark. The memos, letters and reports you write, demonstrate your ability, or lack of ability to communicate. Presenting yourself through your communication will project a favourable image as well as promote successful business both internally and externally.
Besides, as a businessman you are required to run the working of your organization smoothly because you are to clearly transfer your objectives, policies, method of working etc. to the people working with you at different levels, so this ability to communicate is very crucial for you as a businessman for basic managerial functions.
As a businessman you will regularly plan design and control affairs to maximize your production and minimize your cost. Your ability to communicate effectively is going to help you from the brainstorming step to implementing the objectives that you chalk out for the promotion of your business.
Another factor that is important for a businessman to achieve the desired objectives is decision making. Here again ability to communicate both orally and in writing helps you make the most of yourself and your organization.
Above all , your ability to communicate helps you in understanding human relationships. Being an effective communicator you can interact effectively and positively with others. This situation results in an open climate of communication within organization as well as outside it. So communication is of paramount importance for a businessman to be successful in his business.


Developing the right attitude“To the customer, you are the company.” Your attitude when dealing with customers, clients, and the public reflect on the company you represent. Your attitude will reflect your country and your culture.
Each message communicates the essential quality and culture of your company and can either build goodwill or destroy it.
Doing an honest job enthusiastically and competently helps both the doer and the receiver. Answering even routine inquiries should and can be an interesting challenge.

Preparing AdequatelyMost of the people can learn to communicate effectively for business if they are willing to devote whatever effort is necessary to prepare themselves adequately. In addition to the proper goodwill-building attitude, the following qualities are desirable:
• Careful, sound judgment when choosing ideas and facts for each message.
• Patience and understanding, even with unjustly insulting persons.
• Integrity, backed up by a valid code of ethics.
• Reasonable facility with the English language.
• Applied knowledge of the communication process and principles and of successful methods for sending and receiving messages.
• Knowledge of the cultural conventions of your audience.
Cultural Diversity at work
Today’s workplace is increasingly divers in age, gender, and national origin. Diversity has brought problems to organizations, but it has also brought strengths. Changing demographics have contributed to change in management styles, making effective communication central to success in carrying out the organization’s business.

Advance in Technology
The internet, e-mail, voice mail, faxes, pagers, and other wireless devices have revolutionized the way people communicate. Such technological advances are new and better tools to the workplace but also increase the speed, frequency, and reach of communication. People from opposite ends of the world can work together effectively, 24 hours a day. Moreover, advances in technology make it possible for more and more people to work away from the office-in cars, airports, hotels and at home. So it is easier to understand why communication is so important.