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Communication is the life blood of any organization which should flow consistently throughout the hierarchical layers to achieve the objectives. Business communication encompasses various channels of communication, including the Internet, Print (Publications), Radio, Television, Ambient media, Outdoor, and Word of mouth. This includes Marketing, Customer relations, Advertising, Public relations, Corporate communication, Community engagement, Research & Measurement, Reputation management, Interpersonal communication, Employee engagement and Event management. Effective communication helps in building goodwill of an organization when it is goal oriented and governed by rules, regulations.

WHAT NEXT? Company managements to consider the following for developing effective business communication

1. Communication essentials: Objectives should be in focus and to achieve an objective, we need to be

able to articulate it. Consider audience anticipation, the credibility and organizational environment to decide channel choice.

2. Defining and communicating the accepted channels of communication: People in the

organization should be crystal clear about the available and acceptable channels of communication in the organization. Hierarchy and the access definitions to the information will utilize the defined channels for effective communication of the message.

3. Internal & External Communications: A business communication can either be internal, via-

interpersonal communication, written communication, conflict management etc, or can be external like sales promotion, presentations to clients, negotiations, customer handling or even handling media. Handling these communications requires the related leadership and communication skills defined and evolved through better business practices followed by the organization as a whole.

4. Modern communication: systems stress the importance of empowerment, and multi-flow

communications. There are a range of media for flows of communication in a modern organization such as team briefings, team discussions, meetings, formal talk, discussion boards, etc. Information Technology and the resultant networking systems enable effective multi-channel communication.

5. Barriers to Communication: Identifying the potential barriers and tweaking your communication

styles, content, or mode of transmission will improve the communication effectiveness. Some examples of potential barriers may be assumption that the listener receives the message, ignoring the emotional values and sensitivities, intimidation by either party, poorly defied purpose, failure to identify the best medium of communication (mail or fax instead of a personal meet to discuss serious matters) etc.

6. Being role models: Everything a manager does involves a communication. Planning, scheduling,

mentoring, coaching and counseling will all help the managers to convey the message in clear and unambiguous terms. However the capabilities, attitude, modulation and the confidence in which the message is conveyed take a long way in effective communication.

7. Employee Participation and Sustaining relationships: Peer mentoring, encouraging the

employees to contribute to the decision support, supportive culture and environment will all drive positive participation while sustaining the relationship for growth. Communication plays vital role in this.

8. Customer relationships: Maintaining and nurturing a communication channel dedicated to serve the

current and prospective customer is a pre-requisite to capture the customer requirements, complaints and feedbacks. Periodic interactions with the customer to update the modified service models, new product ranges, add on facilities and functional requirements will keep the customer engaged.

9. Review and Follow-up sessions: Current status of communicated facts and figures should be known

to both the parties. This may take any mode including one to one sessions, feedback forms or forums, group meetings, performance reviews, functional meetings, discussion groups etc. When people are most enthusiastic about an idea, there will be sustained energy for related development and implementations.