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Effective communication: the key to business success

Through communication, people exchange. Communication is an essential attribute of human life, which is why we all spend most of our time receiving or requesting information. Lack of communication creates tensions and destroys personal and business relationships. The ability to exchange information or converse with others is essential for the success of the individual, family or business organization. However, it should be noted that it is one thing to communicate and quite another to communicate effectively.

Ineffective communication generally results in failures, as it does not elicit the desired response in the form of feedback from the receiver. This is the nightmare of many business organizations. Many managers communicate, but often not very effectively. The lack of ability to communicate effectively on the part of managers is the reason for the failure of many companies. Every company or business organization needs an effective communication network to function properly and achieve the established objectives. In this article, attention will focus on the critical role that effective communication plays in the day-to-day running of a business organization. We will start by examining the meaning of effective communication from different angles and move on to examining its importance and how it can be achieved in business.

Looking at the meaning of effective communication from different angles

The ultimate goal of each form of communication (face-to-face meeting, phone talk, teleconference, video conference, interview, email, letter, or memo) is to get an expected response in the form of feedback from the receiver to the sender. That’s what effective communication is all about. It is about ensuring that the information is well packaged and delivered correctly, so that the recipient understands the message and responds positively. In other words, effective communication is one that achieves the results for which it is intended.

Communication can be looked at from different angles, such as the mode of expression (oral or written, or even non-verbal communication), the purpose of the communication, the audience, the flow of information (vertical, horizontal or diagonal), etc. Communication can be internal (within the organization) or external (with external people). It can also be interpersonal or group communication; interpersonal when it comes to two people and group when it comes to meetings, debates, symposia, conferences and workshops. There is also mass communication which has to do with communicating with the masses through radio, television, the newspaper, the internet, etc.). From whatever angle you look at it, communication can only be considered effective when it results in the desired feedback.

Oral communication involves the use of spoken words and could take the form of face-to-face conversation, interview, telephone speech, voicemail, meetings, group discussions, oral instructions, teleconference, videoconference, etc. Oral communication is fast and allows for immediate feedback, as well as an immediate response to feedback. Participants can ask questions and get immediate clarification. Also, gestures and facial expression can be used to reinforce the desired message. Oral communication limitations include susceptibility to errors and misinterpretation and lack of permanence.

Written communication, as the name implies, involves the use of written words. It can be in the form of business letters, memos, reports, meeting minutes, written speeches, etc. Written communication has the advantages of review before transmission, permanence, and accessibility for reference purposes. It also reduces the risk of distortion of meaning; therefore, it can be considered as an ideal medium for long and complex messages which, if transmitted orally through many intermediaries, can be easily distorted or misinterpreted. Another advantage of the written medium is that it can be easily reproduced in many ways (eg photocopied) and distributed to many audiences. One of its main limitations is delayed feedback; reading long documents can be boring and writing a reply can be delayed by other factors as well. Written communication also lacks the presence of gestures, facial expressions, and other forms of body language capable of reinforcing meaning in communication.

The choice of the means of communication depends on the nature of the message to be transmitted. As noted above, while the written medium is the perfect medium for transactions that require permanent documentation, the oral medium is ideal for messages that require immediate feedback. Circumstances must be considered in determining whether to use a phone call, face-to-face meeting, email, typewritten and signed document, etc. Factors to consider when choosing the means of communication include: urgency, formality, risk of misinterpretation, confidentiality, legal implications or the need for future reference, the nature and size of the audience, etc.

Communication in business is usually intended to achieve specific purposes, such as providing information, making inquiries, providing explanations, persuasion, reassurance, conducting transactions, etc. Communicating to inform is frequently an act of presenting, notifying, announcing or informing; usually aims to inform people about new product lines, prices, names, addresses, etc. If the purpose of the communication is to persuade, the message must be packaged in order to get the audience to action through the use of words. This type of communication is ideal for advertising a product or motivating employees.

When the communication is purely for business transactions, such as contracts, agreements, receipts, etc., the message must be packaged in a way that does not lead to misinterpretation or legal action. In this type of communication, the emphasis is on the accuracy and adequacy of the information given, such as the date of the transaction, the agreed terms and conditions, the agreed prices, the total sum and currency, names, addresses and signatures of the parties. of the agreement, etc. The point made here is that, for effective communication, the message must be packaged to serve the specific purpose as well as the particular occasion of communication.

How to ensure effective communication in business

It is important to note that poor or ineffective communication is responsible for a situation where the recipient does not understand what they have read or heard and therefore cannot give any positive feedback. This implies that the hallmark of effective communication is a well-packaged and correctly conveyed message, that is, a message that is capable of attracting a response from the recipient in the form of positive feedback.

Language should be seen as the most important form of effective communication. The communicator must ensure that the language he uses is clear, precise and appropriate for the audience, the purpose and the occasion for which the message is intended. Using informal language where a formal and courteous record is required, for example, can make the message ineffective. Word of mouth or the use of unnecessarily complex constructions can only lead to misinterpretations; hence the acronym “KISS”: keep it short and simple.

Additionally, the use of unfamiliar expressions, jargons, and buzzwords can present barriers to them and thus make communication difficult. When technical terms and language are used, they should be defined and explained to the knowledge of the audience. Whatever the purpose of the communication, the communicator must connect with the audience using clear and precise language and removing all forms of ambiguity or barriers so that the audience can have a complete understanding of the message.

Effective communication is best accomplished when the purpose or central idea of ​​the message is clearly stated and subordinate ideas are effectively identified and related to the main purpose in a naturally compelling way. It is important to ensure that the material is organized in a logical and coherent order, and that each paragraph contains only one main idea that is clearly stated and supported by relevant, sufficient and persuasive points. To achieve consistency, new information must be linked to previously discussed information in a way that engages the reader and reinforces the main points. The conclusion of the message should reformulate the main purpose and specify the action to be taken.

Ensuring correctness or grammar is also a vital aspect of effective communication, because a lack of grammaticality is capable of distorting meaning or undermining credibility, thus making communication difficult. It is very important to ensure that the rules of grammar and syntax are followed, that the correct words are used to convey the intended meaning, and that the punctuation reflects standard usage. Finally, all work should be reviewed to ensure that the final copy is free of mechanical errors.

Above all, it should be noted that the purpose of business communication is, broadly speaking, to buy and sell. Business communication is generally about practical matters such as products, prices, discounts, sales, deliveries, payments, etc. The successful entrepreneur is one who achieves his goals, and to achieve his goals, he must communicate effectively through clarity of expression. You have to present your messages to your audience in the clearest and most direct way.

All business communication is intended to invoke some immediate and material response or action. Whether it’s a face-to-face meeting, a phone speech, a sales letter, a query letter, a memo, or a report, the goal is to get something done. Therefore, all business communication must use clear and persuasive language along with the appropriate action to connect with the audience and invoke the desired response.

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