IMPORTANCE OF EFFECTIVE BUSINESS COMMUNICATION
Communication is the life blood of social as well as business world. We cannot ignore its importance. We exist because we communicate. Man as a social animal has to communicate. The word Communication is derived from Latin word 'communis' that means to ‘share’ or ‘participate’. Communication is the process by which we exchange meanings, facts, ideas, opinions or emotions with other people. General communication is different from business communication or Administrative communication. According to William g. Scott “Administrative communication is a process which involves the transmission and accurate replication of ideas ensured by feedback for the purpose of eliciting actions which will accomplish organizational goals”. We can say it’s a two-way process because it completes when receiver of the message gives feedback to the sender. The communication will be effective when there is a feedback. “According to Shetcliffe (2004), effective communication occurs when the entire message is clearly understood and responded to completely within the timeframe requested”. Communication can be done verbally and nonverbally, means we can communicate through writing, voice, gestures, and facial expressions and through symbols. “It is known that words are only 10% effective, body language 35% and verbal communications 65% effective (Delcarson).” There should be analytical thinking, good listening and efficient conveying of message to get the desired result. Communication can function either as downward or bilateral communication. Downward communication consists of messages sent from superiors to subordinates, while bilateral communication is messages sent between people on the same level or position in a company. 21st-century business is demanding more from its workforce than ever. “American Management Association identified four skills that have been articulated...
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