Class Lecture # 1: Business Communication

Introduction to Communication

Definition of Communication:

• Communication is the transfer of information, ideas, opinions, or attitudes from a sender to a

• Key scholars:

o Gary Dessler: "Communication is the exchange of information and the transmission of

o Murphy & Peck: "Communication is a two-way process of exchanging ideas or

Why Communication is Important in Business

Key Points:

1. Foundation of Information Flow:

o Facilitates the sharing of data, enabling employees to perform effectively.

o Example: Walmart’s supply chain communication system.

2. Enabler of Leadership:

o Effective communication transmits leaders' ideas and visions.

o Example: Steve Jobs’ product launches.

3. Promotes Decision-Making:

o Provides necessary data for rational decisions.

o Example: Amazon’s use of customer feedback in product improvement.

4. Improves Organizational Image:

o Clear communication with stakeholders builds reputation.

o Example: Coca-Cola’s sustainability reports.

The Communication Process

Steps of the Communication Process:

1. Thought: The sender generates an idea.

3. Transmission: The message is sent through a medium (e.g., email, face-to-face, phone).

4. Reception: The receiver gets the message through sensory channels.

5. Decoding: The receiver interprets the message.

6. Understanding: The meaning of the message is understood.

7. Feedback: The receiver responds to the sender, completing the loop.

Elements of Communication

1. Sender: Originates the message (e.g., CEO, manager).

2. Message: Verbal or nonverbal information conveyed.

3. Channel: Medium used (e.g., written, oral).

4. Receiver: The individual or group decoding the message.

5. Feedback: Receiver’s response to confirm understanding.

6. Noise: Any interference disrupting communication.

Objectives of Communication in Business

1. Sharing Information:

o Example: Performance updates shared in quarterly reviews.

2. Giving Advice:

o Example: HR advising employees on career development.

3. Providing Feedback:

o Example: Employee performance appraisal.

4. Persuasion:

o Example: Marketing team convincing clients to adopt a new product.

5. Raising Morale and Motivation:

o Example: Pep talks by leaders during difficult times.

Importance of Communication in Business

1. Facilitates Coordination:
 o Smoothens workflow among departments.

2. Encourages Innovation:

o Enables idea-sharing for new product development.

3. Improves Employee Relations:

o Example: Open-door policies fostering trust.

4. Supports Crisis Management:

o Example: Effective press releases during a PR crisis.

Enhancing Business Communication Skills

1. Active Listening:

o Focused attention and feedback.

2. Clarity and Conciseness:

o Avoid jargon and keep messages to the point.

3. Empathy:

o Understand audience needs and perspectives.

4. Use of Technology:

o Tools like Slack, Microsoft Teams, and Zoom.

Ways to improve Communication Skill

1. Be clear and concise

Communication is primarily about word choice. And when it comes to word choice, less is more.

The key to powerful and persuasive communication — whether written or spoken — is clarity and, when
possible, brevity.

Before engaging in any form of communication, define your goals and your audience.

Outlining carefully and explicitly what you want to convey and why will help ensure that you include all
necessary information. It will also help you eliminate irrelevant details.

Avoid unnecessary words and overly flowery language, which can distract from your message.

And while repetition may be necessary in some cases, be sure to use it carefully and sparingly. Repeating
your message can ensure that your audience receives it, but too much repetition can cause them to
tune you out entirely.
2. Prepare ahead of time

Know what you are going to say and how you are going to say before you begin any type of
communication.

However, being prepared means more than just practicing a presentation.

Preparation also involves thinking about the entirety of the communication, from start to finish.
Research the information you may need to support your message. Consider how you will respond to
questions and criticisms. Try to anticipate the unexpected.

Before a performance review, for instance, prepare a list of concrete examples of your employee’s
behavior to support your evaluation.

Before engaging in a salary or promotion negotiation, know exactly what you want. Be ready to discuss
ranges and potential compromises; know what you are willing to accept and what you aren’t. And have
on hand specific details to support your case, such as relevant salaries for your position and your
location (but be sure that your research is based on publicly available information, not company gossip
or anecdotal evidence).

Before entering into any conversation, brainstorm potential questions, requests for additional
information or clarification, and disagreements so you are ready to address them calmly and clearly.

3. Be mindful of nonverbal communication

Our facial expressions, gestures, and body language can, and often do, say more than our words.

Nonverbal cues can have between 65 and 93 percent more impact than the spoken word. And we are
more likely to believe the nonverbal signals over spoken words if the two are in disagreement. Leaders
must be especially adept at reading nonverbal cues.

Employees who may be unwilling to voice disagreements or concerns, for instance, may show their
discomfort through crossed arms or an unwillingness to make eye contact. If you are aware of others’
body language, you may be able to adjust your communication tactics appropriately.

At the same time, leaders must also be able to control their own nonverbal communications.

Your nonverbal cues must, at all times, support your message. At best, conflicting verbal and nonverbal
communication can cause confusion. At worst, it can undermine your message and your team’s
confidence in you, your organization, and even in themselves.

4. Watch your tone

How you say something can be just as important as what you say. As with other nonverbal cues, your
tone can add power and emphasis to your message, or it can undermine it entirely.
Tone can be an especially important factor in workplace disagreements and conflict. A well-chosen word
with a positive connotation creates good will and trust. A poorly chosen word with unclear or negative
connotations can quickly lead to misunderstanding.

When speaking, tone includes volume, projection, and intonation as well as word choice. In real time, it
can be challenging to control tone to ensure that it matches your intent. But being mindful of your tone
will enable you to alter it appropriately if a communication seems to be going in the wrong direction.

Tone can be easier to control when writing. Be sure to read your communication once, even twice, while
thinking about tone as well as message. You may even want to read it out loud or ask a trusted
colleague to read it over, if doing so does not breach confidentiality.

And when engaging in a heated dialogue over email or other written medium, don’t be too hasty in your
replies.

If at all possible, write out your response but then wait for a day or two to send it. In many cases, re-
reading your message after your emotions have cooled allows you to moderate your tone in a way that
is less likely to escalate the conflict.

5. Practice active listening

Communication nearly always involves two or more individuals.

Therefore, listening is just as important as speaking when it comes to communicating successfully. But
listening can be more challenging than we realize.

In her blog post Mastering the Basics of Communication, communication expert Marjorie North notes
that we only hear about half of what the other person says during any given conversation.

The goal of active listening is to ensure that you hear not just the words the person is saying, but the
entire message. Some tips for active listening include:

Giving the speaker your full and undivided attention Clearing your mind of distractions, judgements, and
counter-arguments. Avoiding the temptation to interrupt with your own thoughts.

Showing open, positive body language to keep your mind focused and to show the speaker that you are
really listening Rephrase or paraphrase what you’ve heard when making your reply

Ask open ended questions designed to elicit additional information

6. Build your emotional intelligence

Communication is built upon a foundation of emotional intelligence. Simply put, you cannot
communicate effectively with others until you can assess and understand your own feelings.

“If you’re aware of your own emotions and the behaviors they trigger, you can begin to manage these
emotions and behaviors,” says Margaret Andrews in her post, How to Improve Your Emotional
Intelligence.
Leaders with a high level of emotional intelligence will naturally find it easier to engage in active
listening, maintain appropriate tone, and use positive body language, for example.

Understanding and managing your own emotions is only part of emotional intelligence. The other part
— equally important for effective communication — is empathy for others.

Empathizing with an employee can, for example, make a difficult conversation easier.

You may still have to deliver bad news, but (actively) listening to their perspective and showing that you
understand their feelings can go a long way toward smoothing hurt feelings or avoiding
misunderstandings.

7. Develop a workplace communication strategy

Today’s workplace is a constant flow of information across a wide variety of formats. Every single
communication must be understood in the context of that larger flow of information.

Even the most effective communicator may find it difficult to get their message across without a
workplace communication strategy.

A communication strategy is the framework within which your business conveys and receives
information. It can — and should — outline how and what you communicate to customers and clients,
stakeholders, and managers and employees.

Starting most broadly, your strategy should incorporate who gets what message and when. This ensures
that everyone receives the correct information at the right time.

It can be as detailed as how you communicate, including defining the type of tools you use for which
information. For example, you may define when it’s appropriate to use a group chat for the entire team
or organization or when a meeting should have been summarized in an email instead.

Creating basic guidelines like this can streamline the flow of information. It will help ensure that
everyone gets the details they need and that important knowledge isn’t overwhelmed by extraneous
minutia.

8. Create a positive organizational culture

The corporate culture in which you are communicating also plays a vital role in effective communication.

In a positive work environment — one founded on transparency, trust, empathy, and open dialogue —
communication in general will be easier and more effective.

Employees will be more receptive to hearing their manager’s message if they trust that manager. And
managers will find it easier to create buy-in and even offer constructive criticism if they encourage their
employees to speak up, offer suggestions, and even offer constructive criticisms of their own.
“The most dangerous organization is a silent one,” says Lorne Rubis in a blog post, Six Tips for Building a
Better Workplace Culture. Communication, in both directions, can only be effective in a culture that is
built on trust and a foundation of psychological safety.

Authoritative managers who refuse to share information, aren’t open to suggestions, and refuse to
admit mistakes and accept criticism are likely to find their suggestions and criticisms met with
defensiveness or even ignored altogether.

Without that foundation of trust and transparency, even the smallest communication can be
misconstrued and lead to misunderstandings and unnecessary conflict.

Communicating with co-workers and employees is always going to present challenges. There will always
be misunderstandings and miscommunications that must be resolved and unfortunately, corporate
messages aren’t always what we want to hear, especially during difficult times.

But building and mastering effective communication skills will make your job easier as a leader, even
during difficult conversations. Taking the time to build these skills will certainly be time well-spent.