Business communication Unit I

Unit I

Chapter I Role of communication

Conducting and participating in meetings.

i. Meetings are an integral part of a business organization.

ii. Meeting involves oral communication. Iii. In a meeting you are either a leader (the one who conduct the meeting) or a participant (the one who participates a meeting}.

Guidelines for conducting meeting

a) Plan the meeting

• Prepare the agenda

• Decide the time, venue and participate to be called

• Provide the agenda to each participant in a printed form at least one to two days prior to the meeting

b) Follow the plan

• Start the meeting according to the plan.

• Discuss the agenda one by one in the systematic way.

• Do not let the discussion move out of the track.

c) Move the discussion a long

• As a leader you should ensure that there are no periods, of pauses and silences. The discussion to move on continuously.

• After the discussion on a particular issue has been over, you should take the discussion on to the topic.

d) Control those who talk too much

As a leader you should ensure that every one get an equal opportunity to speak. In order to create this kind of environment, sometimes you should control those who keep speaking all the time. There are two strategies in which such people can be controlled.

i. First, you can take the discussion onto the most topic when you feel he/she is speaking unnecessarily

ii. Secondly, you can ask others about their view point to while the person is still speaking. This discourage the speaker to speak at the future.

c) Don’t talk too much:

 Speak only when it is necessary and only when you think your viewpoints have a significance.

 Don’t talk too much. This will deprive the other participants of their chances to speak .

 Everyone should get equal time to have their say.

d) Cooperate

As a participant you should respect the leader and all the other participant

 You should cooperate with them throughout the meeting

 This means, you should respect the efforts made by the leader in order to lead the organization towards Progress.

 Don’t be negative towards anyone.

e) Be courteous

• Show courtesy in your language and behaviour.

• Put forward your views in a decent manner.

• Even when you have to refuse others’ arguments, do it in a decent language

• Don’t use harsh, rude or derogatory terms while speaking.

f) Be Patient:

• Have Patience in listening to others

• Don’t speaks in between while someone else is speaking

• Speak after taking the permission from the leader

g) Be punctual

h) Don’t bring Personal matters

i) Either switch off or set your cell phones on a silent mode

Guideline for the interviewee

a) Prepare for the interview:

• We don’t actually know what we are going to be asked

• Even then, we can be prepared for some basic information question that are commonly asked in all kinds of interviews

• Similarly, we can gather some fundamental about the company or organization we have applied at.

b) Make an appropriate appearance

• Be formally dressed.

• Be well groomed and look neat and tidy.

• Show yourself smart.

c) Show interest:

• Answer each and every question actively and with interest.

• Don’t show your appearance that you want the interview to be over.

• Answer the question looking at the face of the interviewer with individual attention.

d) Answer correctly:

• Try to answer all the questions completely and correctly.

• Incomplete answer don’t give information in detail.

e) Practice courtesy:

• Be courteous while talking.

• Use a decent language while answering.

• Don’t show anger or irritation.

• Show respect to the interviewers.

f) Admit your ignorance:

• If you don’t know the answer to any question, don’t pretend that you know it.

• Don’t give wrong answers.

• Admit honestly that you don’t know the answer.

g) Be Punctual:

• Either switch off or set your cell phones on a silent mode.

Communication is a vital part of society. It plays a lot of roles, and it is essential for survival. People use it to encourage, share ideas, connect, inform, and more. Without communication, there will be a misunderstanding.

Good and effective communication has a great emphasis on how successful and big businesses reached where they are right now. The following are the vital roles of communication in all aspects of a business.

It is a Foundation of Decision Making

Decision making is the process of choosing, selecting, or deciding on a thing that needs to happen. In business, a lot of decision making takes place. For big businesses, they use unified Communications by Gamma to connect to their employees, stockholders, and more.

Communication is a way of expressing their ideas to proposed projects or making solutions to problems. Through communicating, they can decide on the right thing that they will do.

Promotes Productivity

Nonstop productivity is essential in having the best services or products. Without communication, the business won’t be productive. The goal to be productive serves as an inspiration for employees to strive more and become better. It enables them to enhance their cognitive skills and come up with magnificent ideas to make them better. Through communicating their ideas of improvement, they can come up with the best ways to become more productive.

Enables Employees To Be Closer

Communication should take place when promoting organization and cooperation. When there is no communication, the business can become messy. There will be no one to ask when making decisions, and asking for the help of others will not be a factor when something goes wrong. Through communication, employees will connect and build a strong bond. And when they are close, they would be more open to communicating their thoughts, the same way as taking comments and suggestions constructively.

Brings a Positive Atmosphere

Being stressed with work is nothing if the atmosphere is friendly and accommodating. It is easier to deal with stressful work if you have a support system like online collaboration tools you can connect with. It is giving a feeling of a work-friendly environment that stimulates your body to do your best at work. It also assures you that when problems arise, you have your team who will be there for you, which makes you feel okay.

It Keeps Misunderstanding Away

Having misunderstanding and conflict often happens because of miscommunication. If there is a miscommunication, there is a chance for the employees to have a conflict with each other. That is why it is important to develop their communication skills because conflict often leads to unpleasant events that can affect the business. If employees do not work well with each other, they are more likely to degrade their co-workers, which is bad for the image of the business.

It Connects You With Your Customers

Without excellent communication skills, you will not win customers, which will make your business fail. Customers are vital factors in your business. If you lack the communication skills to connect with them, your business is more likely to fail. Therefore, to have a successful business, you should communicate well with your customers. They should be able to understand your services and products wherein they should not be confused.

It Invites Customers

If your business has creative ways of communicating, you will be able to draw customers to your business.

Communication is the number one step to connect with your customers. It feels like they are wanted and needed. With superb ways of communicating with them, you can have loyal customers who will stay with you and make your business a success.

The following shows that communication is essential in every business. It is a big factor in the success of a business. It plays a big part in how a business will become successful. Therefore, a business owner needs to promote communication. It is also a mandatory factor that they have good communication skills.

Communication Will Keep Your Employees

If there is communication in your business, there will be a lesser turnover. Most employees leave a company because of a lack of communication. If there is no communication, they are discouraged from working, which affects their productivity.

Therefore, communication should be encouraged at work, because if businesses do not consider it a crucial part of the business, they can lose talented and excellent workers just because they are unable to communicate well with them.

Communication serves four major functions within a group or organization: control, motivation, emotional expression and information.

Communication acts to control member behaviour in several ways.

Organizations have authority hierarchies and formal guidelines that employees are required to follow. When employees, for instance for instances are required to first communicate any job related grievance to their immediate boss, to follow their job description, or to comply with company policies, communication is performing a control function. But informal communication also controls behaviour. When work groups tease or harass a member who produces too much (and makes the rest of the group look bad) they are informally communicating with, and controlling the member’s behaviour.

Communication fosters motivation by clarifying to employees what is to be done, how well they are doing and what can be done to improve performance if it’s subpar. We saw his operating in our review of goal-setting and reinforcement theories. The formation of specific goals, feedback on progress toward the goals, and reinforcement of desired behaviour all stimulate motivation and require communication.

For many employees, their work group is a primary source for social interaction. The communication that takes place within the group is a fundamental mechanism by which members show their frustration and feelings of satisfaction. Communication therefore provides release for the emotional expression of feelings and for fulfilment of social needs.

The final function that communication perms relates to its role in facilitating decision making. It provides the information that individuals and groups need to make decisions by transmitting the data to identify and evaluate alternative choices.

No one of these four functions should be seen as being more important than the others. For groups to perform effectively, they need to maintain some from of control over members, stimulate members to perform, provide a means for emotional expression, and make decision choices. You can assume that almost every communication interaction that takes place in a group or organization performs one or more of these four functions.

Unit I

Chapter II (Models of Communication)

According to Denis McQuail, “a model is a selective representation in verbal or diagrammatic form of some aspect of the dynamic process of mass communication.”

In other words, models of communication provide us with a visual representation of the different aspects of a communication situation.

It is not easy to determine where a conversation begins and ends, because communication is a complex process. That is why we have models of communication — to simplify the process of understanding communication.

Some models are more detailed than others, but even the most elaborate ones cannot perfectly represent what goes on in a communication encounter.

Communication is a complex process, and it is difficult to determine where or with whom a communication encounter starts and ends. It can sometimes be helpful to consider different communication models.

Since communication is the lifeblood of any organization, we have to strive towards understanding how it works.

So, using communication models helps us make better decisions and enables us to be successful communicators.

Understanding communication models can help us:

• Think about our communication situations more deliberately,

• Better prepare for future situations, and

• Learn from our previous experiences.

Do you remember the last time you had a misunderstanding with a colleague?

Was the miscommunication caused by a wrongly interpreted tone of a message?

Or maybe the email you had sent to your co-worker ended up in the spam folder, so they didn’t even get it?

Whatever the misunderstanding was, we have to acknowledge the fact that some communication encounters are successful, others not so much.

That is why we have so many current models that help us plan successful communication situations.

Major models of communication

There are 8 major models of communication, that can be divided into 3 categories:

1. Linear models — Only look at one-way communication. The most prominent linear models of communication are:

• Aristotle’s model of communication

• Laswell’s model

• The Shannon-Weaver model

• Berlo’s S-M-C-R model

Linear models of communication suggest that communication takes place only in one direction.

The main elements in these models are:

• The channel,

• The sender, and

• The receiver.

Simply put, the sender transmits the message via a channel.

The channel is the medium and changes the message into speech, writing, or animation.

The message then reaches the receiver, who decodes it.

This model is straightforward and is used mainly in marketing, sales, and PR, in communication with customers.

We already mentioned the most prominent linear models of communication, and now it is time for a more detailed analysis of each one of them.

2. Interactive models — They look at two-way communication. These are the following:

• The Osgood-Schramm model

• The Westley and Maclean model

As more dynamic models, interactive models of communication refer to two-way communication with feedback.

However, feedback is not simultaneous, but rather slow and indirect.

Interactive models are used in internet-based and mediated communication (telephone conversations, letters, etc.).

Let’s take a look at the main elements of these models:

• Sender

• Message

• Receiver

• Feedback

• Field of experience

You probably noticed the new, previously not seen, element — field of experience.

The field of experience represents a person’s culture, past experiences, and personal history.

All of these factors influence how a sender constructs a message, as well as how the receiver takes it. Every one of us brings a unique field of experience into communication situations.

3. Transactional models — They look at two-way communication where the message gets more complex as the communication event progresses. These include:

• Barnlund’s transactional model

• Dance’s helical model

In the following paragraphs, we will get acquainted with each of these models in detail, starting from linear models.

Transactional models are the most dynamic communication models.

Their key components are:

• Encoding

• Decoding

• Communicators

• The message

• The channel

• Noise

In these models, communication is viewed as a transaction, meaning that it is a cooperative process in which communicators (a new term for senders and receivers, which first appears in these models) co-create the process of communication, thereby influencing its outcome and effectiveness.

In other words, communicators create shared meaning in a dynamic process.

Aside from that, transactional models show that we do not just exchange information during our interactions, but create relationships, form cross-cultural bonds, and shape our opinions.

In other words, communication helps us establish our realities.

These models also introduced the roles of social, relational, and cultural context.

Moreover, these models acknowledge that there are barriers to effective communication — noise.

1. Aristotle’s Model

Aristotle’s model was designed to examine how to become a better and more persuasive communicator.

It is a full proof way to excel in public speaking, seminars, and lectures, where the sender (public speaker, professor, etc.) passes on their message to the receiver (the audience). So, the sender is the only active member in this model, whereas the audience is passive.

Aristotle identified three elements that improve communication:

• Ethos — defines the credibility of the speaker. Speaker gains credibility, authority, and power by being an expert in a field of their choice.

• Pathos — connects the speaker with the audience through different emotions (anger, sadness, happiness, etc.)

• Logos — an important element that signifies logic. It is not enough for the speech to be interesting — it needs to follow the rules of logic.

Aside from that, Aristotle suggested that we look at five components of a communication situation to analyse the best way to communicate:

• Speaker

• Speech

• Occasion

• Target audience

• Effect

2. Laswell’s Model

According to this model, communication is the transmission of a message with the effect as the result.

The effect is the measurable and obvious change in the receiver of the message, that is caused by the elements of communication. If any of the elements change, the effect also changes.

Laswell’s model aims to answer the following 5 important questions regarding its elements:

i. Who created the message?

ii. What did they say?

iii. What channel did they use (TV, radio, blog)?

iv. To whom did they say it?

v. What effect did it have on the receiver?

The answers to these questions offer us the main components of this model:

• Communicator

• Message

• Medium

• Audience/Receiver

• Effect

3. The Shannon-Weaver Model

Maybe the most popular model of communication is the Shannon-Weaver model.

Strangely enough, Shannon and Weaver were mathematicians, who developed their work during the Second World War in the Bell Telephone Laboratories. They aimed to discover which channels are most effective for communicating.

So, although they were doing the research for engineering endeavours, they claimed that their theory is applicable to human communication as well.

The components of the Shannon-Weaver model of communication. These are:

• Sender

• Encoder

• Channel

• Decoder

• Receiver

Shannon and Weaver were the first to introduce the role of noise in the communication process. In his book Introduction to Communication Studies, John Fiske defines noise as “anything that is added to the signal between its transmission and reception that is not intended by the source.”

The noise appears in the form of mishearing a conversation, misspelling an email, or static on a radio broadcast.

Updated version of the Shannon-Weaver Model

Since the original version didn’t include it, the principle of feedback was added to the updated version, so the model provided a more truthful representation of human interaction. The concept of feedback was derived from the studies of Norbert Wiener, the so-called father of cybernetics.

i. Simply put, feedback is the transfer of the receiver’s reaction back to the sender.

ii. It allows the speaker to modify their performance to the reaction of an audience.

iii. Maybe the most important function of feedback is the fact that it helps the receiver feel involved in the communication process.

iv. That makes the receiver more receptive to the message because they feel their opinion is being taken into account.

4. Berlo’s S-M-C-R model

Berlo’s model of communication is unique in the sense that it gives a detailed account of the key elements in each step.

This model explains communication in four steps:

• Source

• Message

• Channel

• Receiver

Let’s consider the key elements that affect how well the message is communicated, starting with the source.

The source

The source or the sender carefully puts their thoughts into words and transfers the message to the receiver.

So, how does the sender transfer the information to the receiver?

With the help of:

• Communication skills — First and foremost, the source needs good communication skills to ensure the communication will be effective. The speaker should know when to pause, what to repeat, how to pronounce a word, etc.

• Attitude — Secondly, the source needs the right attitude. Without it, not even a great speaker would ever emerge as a winner. The source needs to make a lasting impression on the receiver(s).

• Knowledge — The third element on our list is knowledge. Here, knowledge does not refer to educational qualifications. It refers to the clarity of the information which the source wants to transfer to the receiver.

• Social system — Moving on to the fourth element on the list — the social system. The source should be familiar with the social system in which the communication process takes place. That would help the source not to offend anyone.

• Culture — Last but not least, culture. To achieve effective communication, the source needs to be acquainted with the culture in which the communication encounter is taking place. This is especially important for cross-cultural communication.

The message

The speaker creates the message when they transform their thoughts into words.

Here are the key factors of the message:

• Content — Simply put, this is the script of the conversation.

• Elements — Speech alone is not enough for the message to be fully understood. That is why other elements have to be taken into account: gestures, body language, facial expressions, etc.

• Treatment — the way the source treats the message. They have to be aware of the importance of the message so that they can convey it appropriately.

• Structure — The source has to properly structure the message to ensure the receiver will understand it correctly.

• Code — All the elements, verbal and nonverbal, need to be accurate if you do not want your message to get distorted and misinterpreted.

The channel

To get from the source to the receiver, the message goes through the channel.

All our senses are the channels that help us communicate with one another.

Our sense of hearing lets us know that someone is speaking to us.

Through our sense of taste, we gather information about the spiciness of a sauce we are eating.

Our sense of sight allows us to decipher traffic signs while driving.

We decide whether we like a certain perfume or not by smelling it.

By touching the water we feel whether it is too cold for a swim.

The receiver

A receiver is a person the source is speaking to — the destination of the conveyed message.

To understand the message, the receiver should entail the same elements as the source. They should have similar communication skills, attitudes, and knowledge, and be acquainted with the social system and culture in which they communicate.

5. The Osgood-Schramm Model

This model is useful for describing interpersonal, synchronous communication, but less suitable for cases with little or no feedback.

The Osgood-Schramm model is a circular model of communication, in which messages go in two directions.

There are four principles in this model:

Communication is Circular

— Individuals involved in the communication process are changing their roles as encoders and decoders.

Communication is Equal And Reciprocal

— Both parties are equally engaged as encoders and decoders.

The message requires Interpretation

— The information needs to be properly interpreted to be understood.

There are Three steps In the process of communication:

• Encoding

• Decoding

• Interpreting

In this model, there is no difference between a sender and a receiver. Both parties are equally encoding and decoding the messages. The interpreter is a person trying to understand the message.

Furthermore, this model shows that information is of no use until it is put into words and conveyed to other people.

6. The Westley and Maclean Model

The Westley and Maclean model is primarily used for explaining mass communication.

This model introduces environmental and cultural factors to the process of communication. Namely, according to this model, the communication process does not start with the source/sender, but rather with environmental factors.

The Westley and Maclean model also takes into account the object of the orientation (background, culture, and beliefs) of the sender and the receiver of messages.

The very process of communication starts with environmental factors which influence the speaker — the culture or society the speaker lives in, whether the speaker is in a public or private space, etc.

Aside from that, the role of feedback is also significant.

This model consists of nine crucial components:

• Environment (X)

• Sensory experience (X¹)

• Source/Sender (A)

• The object of the orientation of the source (X²)

• Receiver (B)

• The object of the orientation of the receiver (X³)

• Feedback (F)

• Gatekeepers (C)

• Opinion leaders

Now that we have seen what the elements of communication in this model are, let’s look at all of them in greater detail.

9 Key elements of communication in the Westley and Maclean Model

As mentioned above, this model shows that the communication process does not start from the sender of the message, but rather from the environment.

Environment (X)

According to the Westley and Maclean Model, the communication process starts when a stimulus from the environment motivates a person to create and send a message.

Sensory experience (X¹)

When the sender of the message experiences something in their environment that nudges them to send the message, we are talking about sensory experience as an element of communication.

In the example above, this sensory experience would be witnessing a road accident.

Source/Sender (A)

Only now does the sender come into play.

In the above-mentioned example, you are the sender, as well as a participant in the interpersonal communication situation.

However, a sender can also be a newscaster sending a message to millions of viewers. In that case, we are talking about mass communication.

The object of the orientation of the source (X²)

The next element of communication in this model is the object of the orientation of the source.

Namely, the object of the orientation of the source is the sender’s beliefs or experiences.

If we take the previously-mentioned road accident as an example, you (A) are concerned (X²) that you are going to be late for work because of the accident (X¹), and that is why you are calling your boss.

Receiver (B)

The receiver is the person who receives the message from the sender.

In mass communication, a receiver is a person that watches TV, reads a newspaper, etc.

When speaking about interpersonal communication, a receiver is a person that listens to the message.

In the example with a road accident, mentioned above, receivers of the message are your friends and your boss.

The object of the orientation of the receiver (X³)

The object of orientation of the receiver is the receiver’s beliefs or experiences, which influence how the message is received.

For example, a sceptical person (B) watching the news is critical (X³) towards the message.

Feedback (F)

Feedback is crucial for this model because it makes this model circular, rather than linear.

As a matter of fact, feedback influences how messages are sent.

That means that a receiver and a gatekeeper are sending messages back to the sender.

After they have received the feedback, the sender modifies the message and sends it back.

Gatekeepers (C)

This element usually occurs in mass communication, rather than in interpersonal communication.

Gatekeepers are editors of the messages senders are trying to communicate to receivers.

For example, these are newspaper editors that edit the message before it reaches the readers.

Opinion leaders

Again, this element of communication refers to mass communication situations.

Namely, opinion leaders have an immense influence as an environmental factor (X) on the sender of the message (A).

These are political leaders, celebrities, or social media influencers.

7. Barnlund’s Transactional Model

Barnlund’s Transactional Model explores interpersonal, immediate-feedback communication, and is a multi-layered feedback system.

That means that the sender and the receiver change their places and are equally important. Feedback for the sender is the reply for the receiver, and both communicators provide feedback.

At the same time, both sender and receiver are responsible for the communication’s effect and effectiveness.

The main components of Barnlund’s Transactional Model are:

• Encoding

• Decoding

• Communicators

• The message (including the cues, environment, noise), and

• The channel

This model accentuates the role of cues in impacting our messages. So, Barnlund differentiates between:

• Public cues (environmental cues),

• Private cues (person’s personal thoughts and background), and

• Behavioural cues (person’s behaviour, that can be verbal and nonverbal).

All these cues, as well as the environment, and noise, are part of the message. Each communicator’s reaction depends on their background, experiences, attitudes, and beliefs.

Examples of Barnlund’s Model of communication include:

• Face-to-face interactions,

• Chat sessions,

• Telephone conversations,

• Meetings, etc.

8. Dance’s Helical Model

According to Dance’s Helical Model, communication is seen as a circular process that gets more and more complex as communication progresses.

With every cycle of communication, we expand our circle, and each communication encounter is different from the previous one because communication never repeats itself.

Additionally, in the process of communication, the feedback we get from the other party involved influences our next statement and we become more knowledgeable with every new cycle.

“Interpersonal communication is irreversible. Like the spiral shown here, communication never loops back on itself. Once it begins, it expands infinitely as the communication partners contribute their thoughts and experiences to the exchange.”

Models of communication simplify the process by providing a visual representation of the various aspects of a communication encounter. Some models explain communication in more detail than others, but even the most complex model still doesn’t recreate what we experience in even a moment of a communication encounter. Models still serve a valuable purpose for students of communication because they allow us to see specific concepts and steps within the process of communication, define communication, and apply communication concepts. When you become aware of how communication functions, you can think more deliberately through your communication encounters, which can help you better prepare for future communication and learn from your previous communication. The three models of communication we will discuss are the transmission, interaction, and transaction models.

Although these models of communication differ, they contain some common elements. The first two models we will discuss, the transmission model and the interaction model, include the following parts: participants, messages, encoding, decoding, and channels. In communication models, the participants are the senders and/or receivers of messages in a communication encounter. The message is the verbal or nonverbal content being conveyed from sender to receiver. For example, when you say “Hello!” to your friend, you are sending a message of greeting that will be received by your friend.

The internal cognitive process that allows participants to send, receive, and understand messages is the encoding and decoding process. Encoding is the process of turning thoughts into communication. As we will learn later, the level of conscious thought that goes into encoding messages varies. Decoding is the process of turning communication into thoughts. For example, you may realize you’re hungry and encode the following message to send to your roommate: “I’m hungry. Do you want to get pizza tonight?” As your roommate receives the message, they decode your communication and turn it back into thoughts in order to make meaning out of it. Of course, we don’t just communicate verbally—we have various options, or channels for communication. Encoded messages are sent through a channel, or a sensory route on which a message travels, to the receiver for decoding. While communication can be sent and received using any sensory route (sight, smell, touch, taste, or sound), most communication occurs through visual (sight) and/or auditory (sound) channels. If your roommate has headphones on and is engrossed in a video game, you may need to get their attention by waving your hands before you can ask them about dinner.

Linear model of communication

The linear or transmission model describes communication as a, one-way process in which a sender intentionally transmits a message to a receiver. This model focuses on the sender and message within a communication encounter. Although the receiver is included in the model, this role is viewed as more of a target or end point rather than part of an ongoing process. We are left to presume that the receiver either successfully receives and understands the message or does not. The scholars who designed this model extended on a linear model proposed by Aristotle centuries before that included a speaker, message, and hearer. They were also influenced by the advent and spread of new communication technologies of the time such as telegraphy and radio, and you can probably see these technical influences within the model (Shannon & Weaver) Think of how a radio message is sent from a person in the radio studio to you listening in your car. The sender is the radio announcer who encodes a verbal message that is transmitted by a radio tower through electromagnetic waves (the channel) and eventually reaches your (the receiver’s) ears via an antenna and speakers in order to be decoded. The radio announcer doesn’t really know if you receive their message or not, but if the equipment is working and the channel is free of static, then there is a good chance that the message was successfully received.

Although the transmission model may seem simple or even underdeveloped to us today, the creation of this model allowed scholars to examine the communication process in new ways, which eventually led to more complex models and theories of communication.

Interactive model of communication

The interactive or interaction model of communication, as a process in which participants alternate positions as sender and receiver and generate meaning by sending messages and receiving feedback within physical and psychological context. Rather than illustrating communication as a linear, one-way process, the interactive model incorporates feedback, which makes communication a more interactive, two-way process. Feedback includes messages sent in response to other messages. For example, your instructor may respond to a point you raise during class discussion or you may point to the sofa when your roommate asks you where the remote control is. The inclusion of a feedback loop also leads to a more complex understanding of the roles of participants in a communication encounter. Rather than having one sender, one message, and one receiver, this model has two sender-receivers who exchange messages. Each participant alternates roles as sender and receiver in order to keep a communication encounter going. Although this seems like a perceptible and deliberate process, we alternate between the roles of sender and receiver very quickly and often without conscious thought.

The interactive model is also less message focused and more interaction focused. While the linear model focused on how a message was transmitted and whether or not it was received, the interactive model is more concerned with the communication process itself. In fact, this model acknowledges that there are so many messages being sent at one time that many of them may not even be received. Some messages are also unintentionally sent. Therefore, communication isn’t judged effective or ineffective in this model based on whether or not a single message was successfully transmitted and received.

The interactive model takes physical and psychological context into account. Physical context includes the environmental factors in a communication encounter. The size, layout, temperature, and lighting of a space influence our communication. Imagine the different physical contexts in which job interviews take place and how that may affect your communication. I have had job interviews over the phone, crowded around a table with eight interviewers, and sitting with few people around an extra large conference table. I’ve also been walked around an office to unexpectedly interview one-on-one, in succession, with multiple members of a search committee over a period of three hours. Whether it’s the size of the room or other environmental factors, it’s important to consider the role that physical context plays in our communication. Psychological context includes the mental and emotional factors in a communication encounter. Stress, anxiety, and emotions are just some examples of psychological influences that can affect our communication. Seemingly positive psychological states, like experiencing the emotion of love, can also affect communication. Feedback and context help make the interaction model a more useful illustration of the communication process, but the transaction model views communication as a powerful tool that shapes our realities beyond individual communication encounters.

Transaction model of communication

As the study of communication progressed, models expanded to account for more of the communication process. Many scholars view communication as more than a process that is used to carry on conversations and convey meaning. We don’t send messages like computers, and we don’t neatly alternate between the roles of sender and receiver as an interaction unfolds. We also can’t consciously decide to stop communicating because communication is more than sending and receiving messages. The transaction model differs from the transmission and interaction models in significant ways, including the conceptualization of communication, the role of sender and receiver, and the role of context.

The transaction model of communication describes communication as a process in which communicators generate social realities within social, relational, and cultural contexts. We don’t just communicate to exchange messages; we communicate to create relationships, form intercultural alliances, shape our self-concepts, and engage with others in dialogue to create communities.

The roles of sender and receiver in the transaction model of communication differ significantly from the other models. Instead of labelling participants as senders and receivers, the people in a communication encounter are referred to as communicators. Unlike the interactive model, which suggests that participants alternate positions as sender and receiver, the transaction model suggests that we are simultaneously senders and receivers. 

This is an important addition to the model because it allows us to understand how we are able to adapt our communication—for example, a verbal message—in the middle of sending it based on the communication we are simultaneously receiving from our communication partner.

The transaction model also includes a more complex understanding of context. The interaction model portrays context as physical and psychological influences that enhance or impede communication. While these contexts are important, they focus on message transmission and reception. Since the transaction model of communication views communication as a force that shapes our realities before and after specific interactions occur, it must account for contextual influences outside of a single interaction. To do this, the transaction model considers how social, relational, and cultural contexts frame and influence our communication encounters.

Social context refers to the stated rules or unstated norms that guide communication. Norms are social conventions that we pick up on through observation, practice, and trial and error. We may not even know we are breaking a social norm until we notice people looking at us strangely or someone corrects or teases us. 

Relational context includes the previous interpersonal history and type of relationship we have with a person. We communicate differently with someone we just met versus someone we’ve known for a long time. 

Initial interactions with people tend to be more highly scripted and governed by established norms and rules, but when we have an established relational context, we may be able to bend or break social norms and rules more easily. Cultural context includes various aspects of identities such as race, gender, nationality, ethnicity, sexual orientation, class, and ability. 

We all have multiple cultural identities that influence our communication. Some people, especially those with identities that have been historically marginalized, are regularly aware of how their cultural identities influence their communication and influence how others communicate with them. 

Conversely, people with identities that are dominant or in the majority may rarely, if ever, think about the role their cultural identities play in their communication. Cultural context is influenced by numerous aspects of our identities and is not limited to race or ethnicity.

Unit I

Chapter III Perception and Reality

Perception

In the simplest terms, perception is how an individual perceives reality. It is how he/she perceives the world.

Perception differs from person to person. It is an individual phenomenon and as such, no two perceptions are the same. Life perception is as unique as an individual and is as unique as the experiences an individual has.

It is the processing of reality by an individual. Perception is not reality. It rarely is.

That’s the case as perception is the final state of reality after it gets influenced by many factors. These factors are:

• Emotions

• Past experiences

• Knowledge

• And cognitive distortions of an individual

Even if our perception is not the reality it has great importance. So much so that it can determine if a person will lead an unhappy or happy life.

Perception is the way how a person understands something. Different people may have different perceptions for the same thing since most of the times, the perception is shaped by the society in which the person lives. Thinking pattern of an individual is decided by a number of factors. Cultural values, beliefs, myths, attitudes, education, rules, laws, etc. In a particular community may have a major impact on the way of a person thinks. Further, the thinking pattern may be characterized by the past generations as well. For example, the myths and legends of Gods have passed from one generation to another, affecting the individual perception in a great deal. Most of the times, individuals believe that what they think is true and they understand most of the things based on the surface level only. For example, let us take the mirage. A person who is in the desert may see the mirage and he/she might consider it water and follow it until they reach there. However, it may take a lot of time for them to understand that it is just an illusion. Also, some perceptions are really hard to prove false.

Reality

There are many philosophers around the world who will tell you there is no reality. There is only perception. You see, they describe reality as a collection of everyone’s perceptions. Again, whichever perception is held by most, is popularly deemed as the reality.

We are not going to go by philosophy here. For us, ‘reality’ is what the name suggests. It is REALITY!

Reality is the truth.

Reality is the actual state of things.

Reality is the opposite of all things imaginary.

Reality is the opposite of all things non-existent.

Reality is how things actually are before our emotions and preconceived notions have a chance to corrupt them.

The absolute nature of truth gets destroyed in the battle between perception vs reality. These concepts of perception vs reality give birth to three types of truth.

1) The truth which is actually the truth

2) The truth that you think is the truth

3) And the truth that is considered to be the truth by another person

Realty is the truth and the actual existence of something. Sometimes, truth is hidden by misconceptions and also it might be difficult to bring out the truth in certain instances. For example, earlier people thought the earth to be flat since in the horizon it seems to be a flat sphere. In our history, we can find some rulers who prohibited scientists from proving the earth to be round because they did not want to change their perception of the world. However, at a later period, the earth was proved to be round and now we know the reality. Likewise, most of the times, the truth is buried in misconception and nobody wants to look into the depth and find the reality. 

The main reason for this is that it is really easy to follow what others believe because it saves people from hard work of finding the reality.

Difference between Perception and Reality

• Perception is the way how a person understands something and different people may have different perceptions for the same thing. Realty, on the other hand, is the truth and the actual existence of something.

• Perception may be controlled by external factors, but reality cannot be controlled by anyone or anything.

• Perception is directly related to individual’s attitudes, beliefs and knowledge whereas reality exists by itself.

However, it should be noted that not all perceptions are wrong. Sometimes, our perception may reflect the reality itself. Also, it is our perception that shows how we understand the reality. Both, perception and reality, play a major role in an individual’s life and the person should be clever enough to have a real perception in something that reflects the reality itself.

Reality: Reality all that exists but not what exists only in the mind. Reality means all that our senses can perceive, all that we can see, smell, taste, hear or feel.

Reality with substance:

• With physical shape and composition

• eyes can see

• Sense of touch

Example; books, chair and so on

Reality without substance

Elements without physical shape

Without physical composition

Example: water, light, air

Reality of events

Parts of reality that relate to one another

The relationships change and changes are the aspects of reality.

By event we mean any changes in the relationships among the parts of reality.

Infinity of reality

Complex cannot perceive everything of the reality

Simply impossible to know everything related with any object or event.

Not limited And not fixed

Limited effects on perception

There are two reasons why we cannot perceive infinity in reality

Inadequacy of sensory organs

Perception differences

1. Infinity of reality

2. uniqueness in everything

3. Effects on perception

4. All in one process

Relative nature of perception truth and reality.

Unit I

Chapter IV Filter of the mind

Filter is the meaning making mechanism in the mind. It comprises various notions like our knowledge, emotions, experience and so on. In the filter, our perceptions of reality are interpreted and given meaning.

Filter as the store house of knowledge

• Major determinants of meaning

• Knowledge stored in the filter is changing

• Lack of knowledge leads to the misinterpretation

The role of opinions attitude and belief

They are the next determinant of meaning of the perception

We form view points in the following five ways:

1. Through objective reasoning

2. Social strata: economic class, residence, ethnicity, gender and age

3. Early influence of the family

4. Change effect of the group

5. self interest

Influence of the emotion

Emotions are the third major factor in filtering meaning. They are the sources of energy that make the mind work which keeps us alive. Although we might control it, we cannot stop it. Our emotions determine the meaning.

Example: Cheerful Good morning might get negative meaning from an upset person.

How viewpoints affect communication

The longer we hold the viewpoints, the more we resist changing them. Strong resistance exists where interest and emotions are intense.

Example: religion and politics

The study of viewpoints are quite complex task because it is a psychological phenomena. However, they can be formed in five different ways:

A. Through objective reasoning

• It is a rational process of taking decision (finding knowledge).

• Most knowledgeable and wise people follow this process before taking decision.

• But it has also a drawback because most of the time we response to the things on the basis of our feelings than facts- Harold Leavitt

• Human beings are not always rational.

B. Social strata and viewpoints

• Social strata plays an important role in determining the viewpoints.

• Social strata refers to the levels of society. That is it divides the people in different backgrounds: religious, economical, racial and gender.

• We always form our viewpoints according to the social strata we belong.

• The experience (knowledge) that we get from social strata affects our viewpoints.

There are five components of social strata that influence our viewpoints:

(I)Economic class

• It includes: economic status, education and occupation.

• Class always shape the thinking of human beings.

(ii) Residence or geography

• Geography determines our thinking.

• People from different geography think differently.

(iii)Ethnic inheritances

• It studies the people’s thought on the basis of their national, religious and racial origin.

• The ethnic inheritance shape people psychology and ultimately their thought.

(iv) Sex

• Sex determines the thinking. For example: male and female’s position in the society

(v) Age

• Age is also a crucial factor that determines our thinking.

• People from different age group think differently.

C. Early Influence of the Family

• We learn most of the things from our family (members). And they play an important role in forming our viewpoints through out our life.

• We are like parrot. We copied from the family members.

• Our viewpoints on religion, politics and culture are reflected from our families.

D. Change Effects of Group

• Some of our viewpoints may later be changed according to the groups (friends, social and religious, political etc.) we belong to.

• We speak and behave according to the group we belong.

• We may either correct our thought or may change it.

• When we change the group we adopt the viewpoint of the new group.

Our brain is called a storehouse of knowledge because it contains all the things that we have learnt from our experience symbolic learning process words listening etc.

Reality is something that exists in the real world other than that it exists in our mind. Among three factors of filter of mind, knowledge, emotions and viewpoints knowledge is the primary factor of our minds. Store house of knowledge stands information and messages from various experience and learning processes from reality. We learned things by doing things, finding out and evaluating reality, storing experience and trying new things again from interpreting reality. Our minds store knowledge from the birth, our sensory receptors pick up the reality and our mental filter gives a certain meaning to it. Our mental filter interprets with numerous reality daily and stores information and knowledge but these stay with us for a certain time period only whereas some important ones stay with us for a lifetime.

Our receptors and filters continuously interpret the reality and new information to our storehouse of knowledge and at the same time, the same portion of its content is losing. Knowledge stored in our mind is always changing. Knowledge stores govern the meaning given to the symbols picked by our sensory receptors. Lack of knowledge about anything that is needed to interpret the reality may lead us to misinterpretation but correcting knowledge leads to correct interpretation knowledge stored in the mind at the time & symbols are received to influence the meaning in the mind assigns to that symbol.

Knowledge can be true or false where it depends upon how our mind accepts the information which we get through the interpretation of reality that exists around us.

The filter of mind is an important part of communication which stimulates and gives meaning to the sign you received. It consists of:

i. Knowledge

ii. Viewpoint

iii. Emotion

The role of view point in reality interpretation our viewpoints (opinions, attitude, beliefs) form a second major determinant of meaning. The viewpoints we hold about reality depends upon these factors. These factors differ from knowledge in that they concern matters on which there is no unanimity. Like our store house of knowledge, our opinions, and habits and beliefs strongly influence how we interpret the information our receptors pick up and relay through our minds.

In sense opinions, attitudes and beliefs are similar for all refer to our viewpoint about the reality that surrounds us. They differ, however in the degree of intensity with which we hold them. Opinions are the least intense and refer to viewpoints concerning those areas of reality that are least critical in our lives. For example, one may have opinions on such matters as the latest found in ladies fashion, the merits of an advertising technique, sports, etc.

Attitudes are our viewpoints on more important matters of concern. In other words, these are the views about things that are somehow related to our day to day lives but haven’t to significant concern.

These definitions are not absolute and clear out. What is an opinion to one person maybe an attitude to another & a belief to yet another, a viewpoint is individuals determined so many people can interpret the reality in different ways according to time.

Viewpoints refer to the ways we look at things and people. Our viewpoints also affect the way we perceive reality.

 

Viewpoints are of three different kinds. They are

a) Opinions

b) Altitudes

c) Beliefs.

One when our viewpoints i.e. opinion attitude and Beliefs) are formed, they tend to Persist (continue to remain the same). This, however, doesn’t mean that they never change. Despite our resistance to change , many of them change in course of time. The longer we hold , our viewpoints, the stronger our resistance to change turns to be .

Our viewpoints on things such as religion, Politics and Philosophy are less likely to change. Once we hold certain views on them, they remain with us for our lifetime. The viewpoints we hold influence the way we perceive reality and communicate about it. This is primarily because if the incoming information goes with what already exists in our mental filter, we are likely to accept it and respond positively. But if the incoming information goes contrary with what exists in our brain, we are likely to reject it. In such cases, our response is likely to be negative. Information that is accepted positively creates a favourable communication situation while the one accepted negatively is likely to create an unfavourable communication situation.

The Sources of energy that make the mind work are called emotions. Without emotions, we would be in a continual stupor .Emotions keep us alive. Without emotions, we would not exist long, for the energy of emotions is a vital part of our species’ survival effort. When we perceive danger, we experience the emotion of fear, which serves to protect us from the threat.

Emotions are the third important content of our mental filter. They also affect the way in which we interpret reality and communicate about it.

Emotions can be defined as the sources of energy that make our mind work. They can also be taken as things that make our survival possible .without them, we would be no better than a vegetable or a piece of Stone. We would be in a continuous stupor (an inability to respond recording to the situations). Emotions determine the way we perceive something. This is because how we perceive something and respond to it depends on what emotional State of mind we are in. If we are in a happy and relaxed mood, we take everything normally and respond in a casual way. But if we are stressed sad or depressed, we take even the positive remarks of people negatively and respond to them in a negative way. Thus, emotions help determine the meanings given to perceptions that follow. In other words, the mind’s emotional State at the moment a perception is received helps form the meaning that the mind gives the perception. Thus, emotions influence the way we communicate.

Unit I

Chapter V Words and Meaning

Different symbols for communication

• Words are the most important symbols

• Time binding

• Been able to communicate with the people of other generations

• Language structure on similarity not on difference

• Words carry our perceptions of reality to others

• We developed simpler than reality language to use our communication

1. Use of similarity

2. The language becomes complex at higher level

The Question of Meaning

• The language fits our minds

• But the word meaning relationship is very complex

• Meaning exists in the mind of people not in the words we use

• If words had the meaning then would have the one language throughout the world.

The living Nature of words

• Like other things it also changes that keeps it alive

• Changing nature of language explains why we have so many words and so many definitions of words.

• For example: a word “Cat” may have different meanings

• Webster 28 definitions at least.

Connotative and Denotative Meaning

• References to the real world-denotative

• Conceptual meaning-denotative

• That exists in the mind only-Connotative

• Not any reference in the real world

• Connotative associative meaning -connotative

Context as an aid to meaning

• The situation in which we use the words is called context

• Physical and verbal

• Physical context refers to the place in which words are used

• The same word may mean different when used in different physical context

• A verbal context refers to the meaning provided by other words.

Some malfunctions of communications

• Communication is imperfect because we can see a tiny fraction of the total reality

• Our filter (minds) are conditioned to receive information in an individual manner

• We have five types of malfunctions which generally stem (generated) from our use of language

1. Valued Thinking

• This situation exists when we consider two possibilities in a given situation

• We consider either....or...

• We never go for middle grounds

• Some true dichotomy: married or unmarried, to buy or not to buy

• Multi -valued situations

Overcoming two valued system

• Be aware of problems and

• Using words precisely

In using words precisely we have to consider the quantity measures. For Example instead of saying she has an excellent academic record. It is better to say she has a 3.9 GPA. We can use more middle ground words instead of words with two valued thinking.

2. Fact inference confusion

• Sometimes we are able to communicate actual experience-things or events we have heard or seen.

• It is good to communicate about actual experience for such communication that tends to fit reality. But unfortunately we cannot always be factual. We frequently communicate about things or events we do not know but only infer which leads to miscommunication.

3. The blocked mind

• The tendency to reject the ideas that oppose our view points

• Considers only the limited information

• Results of opinions, belief and attitude

• Result of all essentials.

4. Static view points

• We often view reality as a static one but it is always changing. Our views to perceive reality as a fixed phenomenon sometimes cause malfunction in communication.

• Therefore while communicating we must reflect on changing the nature of reality keeping in mind that reality is always in process.

• We must have up to date references of reality; people, places and events.

• Reality is often changing but the symbols remain the same.

5. Failure to Discriminate

• When we see similarities rather than differences in reality, we miscommunicate.

• Misconception from stereotypes

• Judgment by category

Unit I

Chapter VI Main functions of communication

Influential businesses around the globe are aware that technology has reshaped the way we work today. When the digital era first started, the process of adaptation took some time, nonetheless the reward was priceless. 

These are benefits from technology used in business communications:

Increased Communication.

Do you remember a time at work when you had to send a handwritten letter to your boss who might have worked in a different located due to either travel meetings or important projects? The average respond time could have been days. Today, technology gives us the opportunity to communicate via email, messages, Skype or FaceTime, within minutes and most importantly, from any part of the world.

Improved Level of Security and distribution.

“Back in the day” we used to store piles of paperwork in a locked safety cabinet or safe. Today, technology allows businesses to save up to thousands and thousands of sensitive information and files, encrypt such files and store on a single PC, external hard drive or cloud drive. With a proper antivirus like Avira, and security tips to protect your devices from hacking, the appropriate departments have access to these files and can share among one another within seconds while keeping files safe.

Visual Quality.

Do you remember when you used to write your reports with a typewriter? And you had to do it carefully to keep paper quality? Nowadays, computers have software tools like Word, PowerPoint, and Excel, which can make your reports more visually attractive. As well as correct mistakes as many times as you would like without having to worry about paper issues or constantly restarting.

Quick, accessible Information.

The Internet is another technology used in business communication. Trips to this virtual library can take place within seconds! Getting the information, you are looking for has never been easier and/or faster. Have you heard of a single company that doesn’t use internet in their daily basis? That’s right, today having Internet access is as important as having a computer, because of the accessible information you can get while using it at work, which can increase knowledge and substance different work reports.

Increased Efficiency.

Last but absolutely not least, efficiency. Here is a great example of how technology in business communications has increased efficiency: remember how credit cards used to be put under a carbon paper to get physical impression? We know what you’re thinking, it was tedious and it took a while. Today credit cards are swiped through a card reader and the payment is made! Additional ways efficiency has increased are; computers are also a handy tool to process data, and employees are working faster than ever and this is making their workflow smoother.

When you want to run an integrated and well-managed business, the most important thing to do is to know what ways or steps should be communicated. How to Communicate Well with employees, colleagues or business partners and even communication done to competitors, must produce an Effective Communication . Literally, communication is indeed interpreted as a process of sending or receiving information in the form of ideas, ideas or feelings conveyed verbally or nonverbally.

While business is an industrial activity to produce an item or service, and is sold or commercialized to get income with the aim of improving and maintaining the lives of people who do business and management is an activity or process to regulate or manage people or activities to the communication made to create harmony and give good results.

When combined, business management communication is the process of exchanging information, ideas or opinions as well as instructions or instructions delivered in accordance with the context of the activity. This context is usually industrial or commercial by someone with another person, or between groups with other groups or companies with other companies that are well managed and managed.

Business Communication According to Experts must be supported by several important parts so that the business processes carried out can run well. The supporting sections include:

1. The credibility of the source of information to be communicated, where this part must contain elements such as expertise, trust and dynamism.

2. Recipients with characteristics as good communicants viewed in terms of physiological, psychological and sociological

3. Message or information that will be communicated both verbal and non verbal

4. Psychological and physical context

5. Channels or media used by recipients or informers

6. The resulting effect is a measure of success or failure of a business communication.

Meanwhile, the Business Communication Function as a tool for integrating and coordinating business people must be followed by planning, organizing, actuating and controlling because business communication information is very important to be well designed and delivered. This communication has 4 types of management styles, namely directive style, coach style, supportive style, and delegation style. Business Communication Model is very many kinds, because business communication will help each other and complement each other. Some business communication models are Persuasion Hoveland or Aristotle, Berlo SMCR, Interactional, Circular, Collin and Guetzkowr Groups, Organizational Thayes, Information Shannon and Weaver and many other models.

Forms of Business Communication used are usually verbal communication or non-verbal communication which is divided into several forms of business communication such as formal communication, informal communication, oral communication, written communication and Direct and Indirect Communication where in each process must meet all elements in the procedure or Business Communication Ethics so Business Communication Obstacles can be avoided.

These obstacles can be technical barriers, semantic barriers, barriers originating from humans themselves such as emotions, perceptions, and others that may arise due to differences in feelings or the origin of the environment of people who have Two-Way Communication or obstacles caused by psychological causes. Business communication in management also has several important functions that will have an impact on business communication that will or is being carried out. Some of these functions are:

• Interpersonal Function

• Informational Function

• Decide Function

• Persuasion Function

• Intrapersonal Function

In addition to the core functions of business communication in management above, here are some additional functions of business communication, which we have summarized and filtered only for you, our loyal readers. The following is an explanation of the function of business communication in management by communication experts.

Control the Business

The communication function in business has a very important role to control every business that is run so that it is in accordance with the concepts and plans that have been set. Usually, this control function is held by people who have positions or positions in a particular company or business and must be obeyed by employees.

Motivate Marketing Agents

Communication can also be used as a tool or media to provide motivation in the form of enthusiasm and support to marketing agents or what we refer to as sales promotion. By explaining what needs to be done, how to do it and providing tips and tricks so that the marketing agent can successfully run a well-managed business, the business communication function to provide motivation is also very important.

Tools for Interaction

Social interaction is very necessary when doing business activities, because by interacting directly with consumers, colleagues, marketing agents and other employees, the vision and mission of a business will be more quickly channelled and understood. In addition, social interaction will also greatly support the sustainability of a business.

Maintaining Communication To Run Well

Business communication also has a function to keep the business communication carried out well and as expected. One way is to carry out business communication in accordance with applicable ethics and manners. Business communication must be neutral and not attack other people. Therefore, business communication ethics becomes a vital role to strengthen business in organizations or companies so that the productivity and smoothness of the business does not have a bad image in the eyes of the public.

Give a Picture of a Business

A clear explanation of a business must be communicated and explained properly. The main goal is that every person who has been determined to be the target of the business, both as colleagues, funders and consumers as users, feel confident about the business and make a decision to support the business.

Function of Giver of Expression

Business communication also has a function to give an expression when the communication is ongoing. Because it is used as an expression-giving tool such as pleasure, disappointment, anger, emotions and other expressions, business communication must be carried out properly and correctly so that the trust of the public or business partners is not lost.

Determine and choose a business to be supported

Businesses must be able to foster relationships through communication activities to determine business success. Businesses must also dare to communicate the strengths or weaknesses of the business to be run. Because the communication function can determine a business continuity, choose and determine business products that will be issued and marketed, then every business communication must be carried out must have strong transparency and regulations.

Analyse the Market

The market as a place for a business will certainly have an impact on the growth of the business itself. Therefore, communication must be able to analyse the market that will be used as a place or means of running a business. Market analysis can be done by looking at several important aspects such as demographic, geographical location, psych demographic as well as analysis of consumers such as biological needs, security, attachment and love, appreciation, self-actualization.

Inform the company’s progress

Business communication in management also has a function as a tool to inform the progress or development of a company’s business. The development of the company that was communicated during the meeting, will also greatly influence a decision to be taken by the leadership of the company. If the company leadership sees that the business being run does not have positive progress, then it is unlikely that the business will be stopped.

Become a Punisher

The communication function in a business can also be used as a tool to impose penalties on employees or business partners who are deemed not to support a predetermined program. Typically, business communications will issue penalties in the form of reprimands or minor sanctions, suspension or moderate sanctions to the dismissal or termination of business or severe sanctions.

Introducing the company or business

Business communication in direct management has the function to introduce a company or business that wants and will be carried out to the general public. The introduction of the company or business, is the first step in communicating ideas, ideas, thoughts, and vision and mission of a company or business.

Creating Positive Branding

Business communication that is run also functions as a tool to create a branding or brand that has good and positive value in the eyes of the general public as consumers. When business communication is done in a good manner and stages, it will directly give a positive value, and vice versa. When carrying out communication alone has not gone well, then the branding will be impressed negatively.

Seek Support

Business communication also functions to seek support from various parties, in the form of financial support, marketing support, brand or image support and other supports. The main goal is to make the business bigger and develop well.

Persuade Consumers to Buy

Business communication also functions to persuade and search for consumers so that the business runs well and as expected. Consumers are the most important factor of a business, of course, must be obtained as much as possible so that the business can still run well and develop.

Manage the entire system

Business communication also functions to manage or manage the entire system or process of an ongoing business. In this function, all matters relating to business, ranging from incoming and outgoing letters, the profit and loss of a business, ways of working, regulations and other things will be well organized and well communicated.