The business communication process and its elements
Functions of communication
INTRODUCTION
Introduction
This lecture aims to enhance students' communication skills and provide tools needed for successful communication in today’s corporate environment.
Objective
This seeks to help the student understand the basic concepts of business communication.
LEARNING OUTCOMES
At the end of this lecture, students should be able to:
Explain the concept of communication.
Analyze and elucidate the various definitions of business communication.
Discuss the business communication process and the various elements involved.
Interpret the functions of communication.
MEANING OF COMMUNICATION
The term "communication" stems from the Latin root "communicare," meaning to share or make common, emphasizing the goal of establishing mutual understanding.
Communication is the everyday process of sharing information, ideas, or feelings, which includes both clear expression and ensuring mutual understanding.
It is vital in all human interactions and plays a crucial role in personal and professional relationships.
Effective communication is especially crucial in business as it influences all areas of a company, aiding managers and leaders in achieving common objectives.
DEFINITIONS OF BUSINESS COMMUNICATION
General Definition
Business communication is described as the "glue" that holds the organization together.
It refers to the exchange of information, ideas, and messages within or outside an organization to achieve business objectives.
Examples:
An email from the Human Resource department announcing a policy change.
A press release about a new product launch.
A team meeting to discuss a project.
Organizational Definition
Business communication is considered the backbone of an organization, enhancing stakeholders' ability to share ideas, resolve conflicts, and build professional relationships.
Examples:
A press release announcing a new product launch.
A team meeting discussing project progress.
A performance review session between a manager and an employee.
Functional Definition
It is the process of sharing information between individuals or groups in a business environment to promote understanding, collaboration, and decision-making.
Examples:
A performance review session between a manager and an employee.
A business proposal sent to a potential supplier.
A conference call with stakeholders to discuss quarterly results.
Process-Oriented Definition
It refers to a systematic method of transmitting messages through various channels (verbal, written, digital) to ensure effective stakeholder interaction.
Examples:
Company-wide announcements via Slack or Microsoft Teams.
A memo informing employees of changes to working hours.
A webinar hosted for industry professionals.
Objective-Based Definition
Business communication involves the structured conveyance of information aimed at achieving organizational goals such as improving productivity, enhancing customer satisfaction, and fostering teamwork.
Examples:
A sales pitch to a prospective client.
An annual report shared with shareholders.
A social media campaign promoting a product.
Academic Definition
According to Little (1977), "Business communication is the flow of information, perception, and understanding among persons involved in the business process."
Examples:
A contract agreement between two companies.
A customer service representative responding to a client's inquiry via email.
A keynote speech by the CEO at a company event.
THE CONCEPT OF BUSINESS COMMUNICATION
Historical Context
The concept of business communication has evolved with trade, commerce, and technology over time.
Ancient Trade and Communication (circa 3000 BCE – 500 BCE):
Early forms included clay tablets, papyrus, etc., used for transaction records.
The writing systems like cuneiform and hieroglyphics facilitated record-keeping and correspondence.
Medieval Period (5th – 15th century)
Trade expanded via routes like the Silk Road, requiring communication among diverse cultures.
Letters and messengers were used for agreements, negotiations, and transactions.
Industrial Revolution (18th–19th centuries)
This period saw significant shifts with mass production and global markets.
Innovations like the printing press helped disseminate business information more widely through newspapers and pamphlets.
Telecommunication Era (19th – early 20th century)
Introduced telegraphs, telephones, and radio, revolutionizing business communications in terms of speed and reach.
Businesses could connect with remote locations quickly and respond to market demands.
Digital Revolution (late 20th century – present)
Computers, the internet, and mobile tech transformed communication into a real-time global phenomenon.
Tools like email, video conferencing, and social media became integral to modern business communication.
SITUATIONS IN WHICH COMMUNICATION EXISTS
Interpersonal Communication
This is the process of message transaction between individuals striving for shared understanding.
Example: A marketing team leader collaborates with a graphic designer to align on the creative direction of a campaign, engaging in ongoing dialogue for clarification and feedback.
Small Group Communication
Involves communication among members of a team with common goals.
Example: An executive board holds a quarterly strategy session to review financial performance and set priorities.
Mass Communication
Involves delivering messages to a large audience through channels like TV, radio, or the Internet.
Example: A CEO addressing audiences via a live webcast with interactive Q&A on social media, showcasing a mediated event.
Public Communication
Involves one speaker addressing a large audience, typically to inform or persuade.
Example: A founder delivering a keynote at a conference, engaging a large audience and promoting brand insights.
Organizational Communication
Involves communication among extended groups aiming for organizational goals.
Example: A university promotes sustainability initiatives via various communication channels to engage the community effectively.
THE COMMUNICATION PROCESS
The communication process initiates when one party opts to send a message, creating a roadmap for effective interaction.
The goal is sharing common meaning between the sender and receiver, enhancing communication efficacy through understanding its components.
ELEMENTS OF THE COMMUNICATION PROCESS
1. Noise
Refers to any distraction or interference that affects message transmission.
2. Sender
The communicator who initiates the message.
Idea Formation: Begins with the sender's idea to share.
Message Encoding: The transformation of ideas into words or gestures for clarity.
Effective Encoding: Use of familiar and concrete words is crucial.
Case Study of Sender
Example of a university admissions team using clear terms in their brochures to attract prospective students.
3. Message
The transformed idea conveyed verbally or nonverbally.
Basic Communication Codes:
Language (verbal code): Spoken/written words.
Paralanguage (vocal code): Vocal elements such as tone, pitch, and emphasis.
Nonverbal cues (visual code): Gestures, facial expressions, and posture.
4. Channel/Medium
The means of transmitting the message.
Channels could be electronic (email), spoken, or written forms such as memos or presentations.
Channel Selection: Influenced by factors like message importance, audience needs, and urgency.
Receiver/Decoder
The individual/group receiving the message, with roles including careful listening/reading, noting important details, providing feedback, and seeking clarification.
Feedback
Responses forming the final stage of communication.
Importance of Feedback: Confirms message interpretation accuracy; facilitates mutual understanding and evaluates message effectiveness.
Context
A crucial element that shapes message interpretation.
Types of Context:
Physical Context: The environment of communication.
Cultural Context: Shared beliefs and norms of communicators.
Social Context: The relationship and roles of communicators.
Historical Context: Prior experiences of communicators.
Psychological Context: Emotional states and biases affecting communication.
FUNCTIONS OF COMMUNICATION
Sharing Information
Communication is essential for exchanging various types of information.
Example: An HR email announcing a company event.
Developing Relationships
Establishing and maintaining interpersonal relationships is fundamental.
Example: A sales representative checks in with clients to foster trust and rapport.
SUMMARY
Key topics covered include:
The concept of communication.
Definitions of communication.
The communication process.
Functions of communication.
FORUM DISCUSSION
Discuss how noise/barriers to effective communication can be resolved during the communication process.
Recommendation: Each class should form 10 groups for discussion.
REFERENCES
Backlund, P., Beebe, S., Gordon, R., & Morreale, S. (Eds.). (2025). Communication Wisdom: Insights on Communication Principles, Messages, and Relationships. Taylor & Francis.
Barnlund, D. C. (2008). A Transactional Model of Communication. In Communication Theory (pp. 47-57). Routledge.
Berlo, D. K. (1960). The Process of Communication. New York: Holt, Rinehart and Winston, Inc.
DeVito, J. A. (2018). Human Communication: The Basic Course. Pearson.
Hamilton, C. M. (2016). Communicating for Success. Routledge.
Taylor, S. (2005). Communication for Success: Practical Approach, Pearson Longman.