Different Forms Of Communication In Business
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For understanding business communication, we need to understand communication first. Communication is the act though which a person can give or can receive information. This information can relate to the desires, needs, knowledge, affective states and perception of another person.
In simple words, communication can be termed as an exchange of ideas, knowledge, opinions or information by using spoken or written words, actions or symbols.
When the communication process is used for promoting an organization, service or product and the real objective of the process is to achieve sales, then the communication is called as business communication. The various channels that are used for conveying the message are internet, television, radio, print publications, word of mouth etc.
Forms of Business Communication
Business communication can occur in two forms viz. internal and external.
Internal Communication
The internal communication occurs when the communication takes place within the organization. The communication can be for performing formal or informal functions and can also be done by a department to give information to some or all the employees of the organization.
Organizational grievances can be addressed by undertaking effective internal communication. It can also be used for other purposes like providing safety, enhancing job satisfaction, increasing productivity and profits etc. Internal business communication can be further classified into upward, downward and horizontal communication.
a. Upward communication
When the communication takes places by the transference of the message from the employees to the management or from the subordinates to the superiors then it is termed as upward communication. As we can see the flow of information is in the upward direction and is a two way organizational communication that is very effective.
Upward communication helps the management to prevent itself from working in a vacuum and helps the management to know whether the message has been received in a proper manner or not. It also brings to fore the different problems that are occurring in the organization. The staff can use the upward communication for offering ideas, exchanging information, achieving job satisfaction, expressing enthusiasm and providing valuable feedback.
b. Downward Communication
It flows in the downward direction and has generally enabling messages and information. The top management and hierarchy can use the downward communication to inform the staff about the mission/values and can also give directions/instructions for work.
Other purposes served by downward communication are announcing decisions, transmitting vital information, boosting employee morale, seeking staff co-operation, providing motivation to employees, increasing work efficiency and obtaining feedback.
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c. Horizontal Communication
Executives, managers, officers and workers of the similar rank within the organization can collaborate and communicate with each other by using the horizontal communication. The message can contain coordinating information. For accomplishing the different tasks and work processes within the organization, this communication is necessary.
Horizontal communication can also be used for other tasks like improving teamwork, solving organizational problems, creating goodwill among organizational employees and for boosting employee efficiency.
External Communication
When the exchange of information and message takes place with the people outside the organization, then it is called external communication. An example can be the communication of supervisors with the customers and vendors. The external communication can help to improve overall organizational performance, image of the corporate and its goodwill in the public.
It can help to achieve the desired customer satisfaction levels and the organizational goals. This form of communication can also help in attaining higher sales volume, achieving better operational efficiency, creating better public creativity and increasing company profits.
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