We live in a society in which much of the labor market is shaped on the basis of the business environment. Whether large multinationals, SMEs, family businesses or even personal services, they must all keep in mind that an essential element for their survival is consistency in organization and communication. between their parties in order to federate efforts and progress towards a common goal.
In this sense, we can affirm that Business communication is one of the key elements of an organization, Especially if it has some complexity, it works well and can adapt and survive. And it is this communication that we will be talking about throughout this article.
What is business communication?
Corporate communication is understood as the set of processes implemented by a company or a part of it in order to make information travel, both internally between different departments or places of the company and if we are talking about the company’s communication with the outside world.
It is important to note that, as a general rule, this communication not only involves the ability to convey information, but would also include receiving: we are faced with a mutual exchange of data.
Good business communication promotes that all members of the company can stay motivated and that their actions can be known, reducing the uncertainty of workers and managers about their status. It also facilitates interaction and improves the working climate, In addition to improving productivity and allowing to react more optimally to any eventuality.
The goals of business communication are easy to understand. Internally, on the one hand, it makes it possible to produce a coherent organization and to share the information and results obtained by its various departments or employees, as well as to be able to generate and transmit the objectives and the corporate vision of the company. .
too much facilitates understanding of what is expected of each worker, As well as understanding the realities that each of them must face. It also makes it easier for everyone to work in the same direction and learn new ways of carrying out their own responsibilities.
At the level of communication with the outside world, business communication is essential to get in touch with the environment and generate a positive image of the company itself, as well as to analyze the target audience and assess their needs. It also allows us to learn how to attract potential customers and value the changes in the dynamic and fluid society in which we live, which is fundamental to anticipate and face any difficulties and to be able to adapt to the environment.
For communication to be effective, the company itself needs to create effective channels for it as well as to promote the transmission of information with its actions, generating means to be able to communicate and also work actively so that there is no uncertainty in relation to what is requested and wanted within the organization.
It is also important to work on the formal and informal aspects, as well as to assess the needs and thoughts of different workers. Empathy is also essential, as is good regulation and good planning of communication mechanisms.
Different types of business communication
Not all companies and organizations communicate in the same way, and there different typologies and classifications of corporate communication according to various criteria.
1. Internal and external
The first of these is the one that distinguishes between internal and external communication, being the first the one that takes place between the different departments and workers of the own company and the second the one that goes directed to establish a communication with the company. environment.
2. Bidirectional and monodirectional
Likewise, we can also find styles of business communication with more or less level of interactivity, being able to find from the most usual two-way communication in which the sender and the recipient interact and exchange information up to to the one-way one in which only to send a message, usually feed sites, to a receiver that has no option to replicate.
3. Ascending, descending and horizontal
Within the internal business communication of an organization, we can find three main types depending on where the information is and the position between the sender and receiver of the same communication. We speak of downlink communication when the act of communication is carried out from a sender with a load greater than that of the recipient.
When it is the subordinate who sends the message to his superior, we would speak of upward communication. In both cases, we would be faced with a type of vertical communication, that is, a communication in which the subjects who maintain the act of communication have an unequal relationship with regard to power (existing a hierarchy between them).
The other major type of communication is horizontal communication, which is established between individuals who occupy the same position and are at the same level of the hierarchy.
4. Formal and informal
Finally, it should be noted that in business communication we can find the existence of two different types of communication channels: formal and informal. The first is in which they usually deal with the technical and task-related aspects themselves, being a respectful type of communication focused on the reason and purpose of the business.
In informal communication, however, they tend to establish more flexible and natural communications, Focused primarily on interpersonal relationships and is often the one that has the most effect on well-being at work. The latter varies enormously depending on who performs it and can transcend the workplace, being difficult for the organization to control.
Possible threats to good communication
Maintaining effective business communication is essential, but not easy. And it is necessary to take into account the existence of a high level of variability in the situations that may arise, as well as the existence of misunderstandings, abuse and difficulties in a company’s own communications.
1. Lack of consistency
One of the factors that most influences communication to be truly useful is the credibility of the sender and the consideration shown towards the recipient of the message.An example of this can be the existence of dissonances between what is said and what is said. is done, regardless of the issuers a way of acting in accordance with the messages sent.
The latter can happen to any employee of the company, regardless of their hierarchical position or if they are addressed to a superior, a subordinate or someone at the same level of the hierarchy, and generates serious repercussions both for the subject that the situation could end up being misunderstood or even dismissed) as for the organization (generating less confidence in the person and in case of high position even in the organization).
In the same way and for example in the case of large companies with a large number of departments, if there are discrepancies between the figures of authority or reference within the company probably a situation could arise in which the worker is not sure which leadership to follow, Which can lead to frustration and mistrust.
In addition, great care must be taken with the interpretability of messages, as the existence of ambivalence can cause different departments or workers to come to interpret opposite things. What business communication seeks is precisely to ensure internal organization and consistency, so that unclear messages with multiple interpretations can lead to the emergence of uncertainties and doubts towards the recipients of the message.
2. Lack of emotional connection
Another problem can be found in the way the communication occurs. For example, in some organizations, it may be difficult to generate a sense of connection on an emotional level, which can lead to less engagement and productivity among workers and users to a lack of interest and the search for others. alternatives. It must be appreciated that all that is Is, And even what is not is in the background of the communication.
Thus, not only the message itself is important but also the way it is transmitted: an email is not the same and does not offer the same sensations as a face-to-face meeting or the search for a real contact.
3. Not understanding the context
It must also be valued adaptation to the current situation and social advances, As well as the peculiarities of the situation itself. For example, in an increasingly globalized society in which new technologies allow immediate communication with a large number of people at the same time, it may be necessary to analyze and invest in communication policies that take into account the power of social networks and how to properly convey desired information and assess contacts with potential customers in other parts of the world.
Likewise, it is also necessary to assess the own situation of the company so as not to undertake more than they can cover, so it is necessary to take into account the situation of the company as a whole.
Another problem could be the content of the messages that are transmitted: it is possible that there is still a communication that does not transmit or does not understand the content to be transmitted. It is possible to focus on rather complementary aspects and henceforth ignore the direction or objectives that a particular place should have, or that they take for granted the existence of knowledge that has never been made explicit.
4. Isolation and lack of communication
Finally, perhaps the most important problem that can be extrapolated from all of the above is the possibility that there is no real communication.
The clearest example is the stable and continuous use of one-way communication, which can lead to a situation of stagnation and a lack of understanding of what is going on in the organization itself. Fortunately today it is the least used precisely to be the least effective and useful.
It is also possible that the different sites do not have the appropriate mechanisms to get in touch even if their opinions were to be heard, and there is less chance of return or even if different parts of the business do not have contact with each other. This interaction must be actively stimulated.
- Andrade, Horace. (2005). Internal organizational communication: process, discipline and technique. Spain: Gesbiblo, SL
- Brillouin, L. (2004). Information science and theory. Mineola, New York: Dover.