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Communications in Business

• Enhance listening skills as an aspect of effective use saging. Speaking distinctly, with appropriate speed, as well
of the feedback loop as paying attention to voice inflection, tone, resonation,
• Recognize that a positive attitude enhances the pitch clarity, and volume are important to the way a spo-
effectiveness of the communication process ken message is received. Frequently, the way a spoken
message is delivered is as important or even more impor-
tant than the content of the message (a good example is a
COMMUNICATION TRANSMISSION joke that has perfect timing). More than 90 percent of
MODES
what a message conveys may actually be based on nonver-
Technology-mediated communication has become the bal elements; communicating a positive attitude also is
norm in today’s worldwide business environment. Mes- helpful.
sages are communicated regularly via easy access to a wide
Nonverbal communication includes body language
variety of sophisticated electronic technologies, including (e.g., facial expression, eye contact, posture, standing or
electronic mail (e-mail), fax, and phones. People still meet sitting position, distance between sender and receiver, and
face to face, but they also use express mail and courier gesturing), which can send signals to the receiver that may
services, messaging and paging systems, caller identifica-
be much stronger than the message itself. If a picture truly
tion and transfer/forwarding telephony systems, and
speaks louder than a thousand words, communication by
many other combinations of message transfer and delivery means other than the spoken and written word—such as
methods. Signaling, biometrics, scanning, imagery, and clothing, signals or mannerisms reflecting personality or
holography also have a place in business communication.
preferences, and gesturing—can make a big difference in
Additionally, many professionals work in virtual
the message that is conveyed.
groups using satellite uplink/downlinks, video streaming,
videoconferencing, and computer groupware. In using
these technologies, one should recognize the limits of the COMMUNICATION CHANNELS
channel of communication selected. For example, e-mail Communication in a society, whether it is personal or
is efficient but does not convey the nuances of a message business communication, is essential. Individuals and
that can be gained from facial expressions, gestures, or organizations depend on it to function. Most businesses
tone of voice. The use of multiple channels of communi- need both internal and external communication to be
cation may be critical if the content is quite complex; productive. Internal communication is communication
thus, an oral message may not be sufficient. that is exchanged within an organization. Usually it is less
The importance of using the feedback loop becomes formal than communication that goes to those outside the
more critical as the content and/or relational aspects of the business. Informal communication may range from chats
messages expand. Also, as more workgroups operate glob- in the hallway and lunchroom, team and group meetings,
casual conversations over the phone or e-mail, and memos
ally in a virtual medium, cultural patterns must be consid-
ered in the quest for clear and effective communication. and preliminary reports to teleconferencing, brainstorm-
The expansion of global business, combined with ing idea sessions, department or division meetings, and
advances in technology, has created more cross-cultural drafting documents. Informal communication also
opportunities. When working in a cross-cultural, multina- includes gossip, which relies on people passing on mes-
tional/multicultural environment, it is necessary to under- sages to coworkers, friends, and others outside of the orga-
stand that culture influences people’s behavior as well as nizational hierarchy.
their attitudes and beliefs. People encode and decode mes- External communication usually refers to messages
sages with perceptions learned from their cultural filters. that extend beyond the business organization. Because it
In intercultural situations, the professional must use the reflects the organization’s image, external communication
feedback loop to clarify understanding of the received is usually more formal. External communication is an
message. Just because a message has been received rapidly extension of the organization and can be an important
or with use of high-level technology does not mean that channel for marketing the company’s image, mission,
the receiver has decoded it properly. products, and/or services.

TYPES OF COMMUNICATION COMMUNICATION PARAMETERS
Written communication usually takes such forms as let- The selection or type of business communication takes
ters, memos, e-mails, reports, manuscripts, notes, forms, many factors into consideration, including (1) the nature
applications, résumés, and legal and medical documents. of the business (e.g., government, commerce, industry,
Spoken communication includes presentations, oral private or public organization, manufacturing or market-
exchanges (e.g., one on one or to a group), and voice mes- ing firm); (2) the mission and the philosophy of the

ENCYCLOPEDIA OF BUSINESS AND FINANCE, SECOND EDITION 127