Marketing Business Communication

1.0 Introduction

Communication is any behavior, verbal or nonverbal, that is perceived by another. (Dwyer 2006) business communications are purposive interchanges of ideas, opinions, information, instructions and the like, presented personally or impersonally by symbol or signal as to attain the goods of organization. (Rosenblatt, Cheatham & Watt 1992) Today, the organization is growing more complex and the business is growing larger, because of this, the communication is necessary for passing information between people working in the same organization, it provides the critical link between core functions. As Robert Kent, former dean of Harvard Business School has said, Ð'ÐŽÐ'oIn business, communication is everything.Ð'ÐŽÐ'±(Blalock 2005) In this project, I will explain how the communication works in the organization and why good communication is good business.

2.0 Role of Communication in Organization

Communication provides the critical link between core functions in the organization, the process and practice of communication in business is one of the least understood facets of business. (Rosenblatt, Cheatham & Watt 1992) In addition, by shaping the attitudes and perceptions of employee, communication serves to convert external communication from the work environment into internal thoughts and feelings that, in turn control employeeÐ'ÐŽÐ'Їs behaviors. (Andrews & Baird 1995) Without communication, there would be no organization.

3.0 Process of Communication

As we know, the basic process of communication has seven steps, those are sender, message encoding, message travels over channel, receiver, feedback, context and noise. The diagram below shows that how those seven steps work.

Figure 1: Shannon and WeaverÐ'ÐŽÐ'Їs communication model

Source: Dwyer J. 2006 Communication in business 3rd P8

In the organization, the communicators must be concerned with the bigger picture, and involves sharing information.

4.0 Functions of Communication in Organization

There are two functions of communication in the organization; those are internal and external communication. Internal communication often consists of E-mail, memos, and Voice message. External communication often consists of letter. (Guffey 2003) In nowadays, there appear to be a large number of diverse business communication functions; they can be summarized by three categories. The diagram below shows function of business communication, those are inform, persuade and promote goodwill.

Figure 2: Functions of communication

Source: Guttey M. E. 2003 Business communication 4th edition P12

5.0 Channels in the Organization

The communicationÐ'ÐŽÐ'Їs channels in organization take two forms: formal and informal. Official information among workers typically flows through formal channels in three directions: downward, upward and horizontally.

Figure 3: communication chain

The diagram above shows that messages flowing from upper organizational levels to lower ones constitute downward communication. (Rosenblatt, Cheatham & Watt 1992) Usually communication from higher to lower of an organization occurs through a variety of written, face to face and electronic channels. Communication sent from lower to higher levels of an organization constitutes upward communication. (ibid) Like downward communication, the manager sent feedback suggestions to CEO through orally or via electronic media, some commonly used written channels. The final communication channel involves exchanges of messages among individuals on the same organizational level. It called horizontally communication. (ibid) same as downward and upward communication, it usually use of the written, face to face and electronic channels.

Not all information with in an organization, through formal channels often it travels in informal channels.( ibid) the informal channels are usually based on the relationship in which individuals talk about work when they are having lunch, meeting