IMPORTANCE OF COMMUNICATION IN BUSINESS
1. It helps the entrepreneur to search for, establish and disseminate organizational goals to the different departments in the organization.
2. It facilitates development of plans and strategies to achieve goals. Once goals have been articulated, strategies are evolved, discussed and communicated.
3. It facilitates the allocation of resources of the organization in the most effective way. This is done through agreeing on discussions and directives on how the resources will be deployed.
4. It facilitates identification, selection, development and appraisal of organizational members.
5. It helps an entrepreneur to implement organizational policies by giving instructions to subordinates and their supervisors.
6. It enables managers to influence, direct, motivate and create a conducive working environment for organizational members. This is done through written or verbal communication which involves giving workers instructions and guidance.
7. It enables the entrepreneur to get feedback from organizational members about performance of tasks given to them as they make periodic reports on supervisors on what they have done.
8. Communication helps in keeping good relationship with old customers and creating new ones.
9. It enables the entrepreneur to pass on relevant information all the time to his or her staff, the customers, shareholders and the general public. For example information about performance of the business.
10. Communication enables the organization to identify suppliers who are competent and can avail inputs like raw materials used in the production process.
11. It helps to link the entrepreneur to important services and needs like banking services, insurance, transport, e.t.c which help in the day to day running of the business.
12. Communication enables the organization to relate to society and know the needs of the society. For instance, the organization may need to address social problems like HIV/AIDS and global warming.
13. It enables the entrepreneur to get information about macro policy intentions of government, tax policies and other information that the government makes available in form of regulation from time to time.
14. It aids market research through the use of interviewing, questionnaires, e.t.c. An entrepreneur can be able to gather necessary information concerning people’s opinions about his or her products in the market.
15. It opens and promotes trade through effective communication. Various markets are linked up so that shortages in one market can be solved by transferring surplus goods from other markets. For instance a multiple shop which has a shortage can communicate to another branch with a surplus to solve the shortage.
TECHNIQUES OF COMMUNICATION WITH CUSTOMERS AND SUPPLIERS
(A)HOW TO PRESENT A PRODUCT TO THE CUSTOMER
When presenting a product to a customer, an entrepreneur should consider;
- The target customer’s needs.
- Customer’s privacy, convenience, ability to use the product, e.t.c.
- Giving samples, guarantee, e.t.c to back up the product.
- Presentation aids like photographs, catalogues and charts to back up the product.
(B)HOW TO BARGAIN WITH CUSTOMERS
In bargaining with customers, the entrepreneur should;
- Be a good communicator.
- Avoid dominating the customer.
- Try to convince the customer as to why the product is being sold at the offer price.
- Give counter offers like reduction in price.
- Offer in delivery services.
(c)HOW TO GIVE PERSONAL ATTENTION TO CUSTOMERS
- Understand customers’ wants and needs and bring products to satisfy them.
- Sell products at the right prices, in the right quantity and quality.
- Use the right promotion at the right time in order to meet the customers’ wants and needs identified.
(D)HOW TO COLLECT OVERDUE ACCOUNTS
In order to collect overdue accounts, the entrepreneur should;
- Send polite reminders to customers with overdue accounts suggesting the dates for settling the debt.
- If no response is received within the specified period of time, a more strongly worded reminder should be sent.
- If recovery is not achieved, employ courts of law for stubborn debtors.
(E)HOW TO HANDLE DIFFICULT CUSTOMERS
In order to handle difficult customer objections fairly;
- Acknowledge and evaluate customer objections.
- Listen carefully to words being used and feelings being expressed.
- Get the customer to open up so that you can understand the basis of his or her being difficult. In the process, the customer may raise some important products. In this case, the entrepreneur should;
• Buy time by suggesting that he or she will look at the issue/subject matter later.
• Hold his or her arguments until the customer is ready for them, if the entrepreneur is trying to convince the customer from his view point.
• Compensate the customers by price reductions or refund or replacement of goods in case the previous purchases have had a problem.
FACTORS TO CONSIDER WHEN CHOOSING MEANS OF COMMUNICATION
Speed; Speed is an important factor when the message is urgent. In such a case telex, fax, telephone, telegram or e-mail would be the most suitable means of communication. Otherwise ordinary mail would be used
Cost; The cost incurred in using a means of communication vary from one means to another e.g. it is cheaper to send messages by ordinary mail than by telegram or telex
Confidentiality; Some messages are quite confidential and are intended for certain person only. Where confidential messages are involved, appropriate means should be used e.g. registered mail or internal memo enclosed in an envelope
Distance; The geographical gap between the sender and recipient is very important in determining the means of communication to be used. Some means are suitable for long distances while others are not.Paging and sirens are suitable for short distances. For long distances, fax letters, telephone.g,e-mail may be appropriate
Evidence, Some means of communication do not provide record of the message communicated while others do. All means of written communication provide evidence of messages communicated.
Reliability; This is the assurance (certainty) that the message will reach the intended person at the right time in the right form. Face-to-face communication is more reliable than other forms of communication because one can ask for clearly and get answers immediately. For some written information, courier service may be preferred
Accuracy; This refers to the exactness of the message communicated as intended by the sender. Written messages are generally more accurate than other means of communication.
Desired impression; The impression created upon the recipient of a message is very important e.g. a telegram or speed post mail will carry some sence of urgency, registered mail will create an impression of confidentiality while use of colourful and attractive letterheads would convey a good image of the business.
Availability; One may want to telephone, for example, but the services are not there so the person would be forced to use alternative means e.g. letters or radio call
IMPORTANCE OF RADIO AS A FORM OF COMMUNICATION
The invention of the radio was a significant development in the electronics industry.
In 1864, an English mathematical physicist, clerk Maxwell (1831-1879) suggested that there was the existence of waves.
In 1888, a German, Heinrich Rudolph Hertz, (1857-94) demonstrated the existence of electromagnetic waves (vibrations) that travel through space, which were named after him. These waves could be used in wireless communications.
In 1901, an Italian, Guglielmo Marconi (1874-1937) invented the radio and sent a radio transmission across the Atlantic from poldhu in Cornwall to Saint John, Newfoundland, Canada.
The radio gained prominence during World War I as it was used to communicate.
The Marconi Company made the first radio broadcast in Britain in 1920.
The British Broadcasting Company (BBC) was set up in London in 1922.
Kenya’s Radio Broadcasts before independence depended on the BBC. The VOK began to air programmes after independence.
In 1990, VOK changed its name o KBC
In 1995, the FM meter Band was launched thus leading to an increase in radio stations
Importance of radio as a form of communication
Radio is easy to access since people can afford to buy the device.
News and information from the radio is quickly received throughout the country
It can also be accessed by illiterate people who can listen and understand the radio news if broadcast in the language they can understand.
Radio is used to enhance communication in transport systems like motor vehicles, railways, ships and airplanes.
Radios are sometimes used to broadcast educational programs and important government communications on issues like health, agriculture and family planning.
The radio is a source of entertainment. E.g through Music and drama programmes.
Radio can be used by manufacturers and companies to advertise their products thus stimulating business.
Radio communication has enhanced space exploration. Radio signals are used to communicate with space vehicles.
ADVANTAGES AND DISADVANTAGES OF WRITTEN COMMUNICATION
Advantages of written communication
It can be retained for future reference
Some like letters are relatively cheap(can produce many copies)
It is suitable for confidential messages
Allows for inclusion of fine details
It is not prone to distortion of messages
Can be used as evidence
Can be addressed to many people.
Disadvantages of written communication
It lacks personal appeal
It takes time to prepare and reach the recipient
Suitable for the literate only
Immediate feedback may not be possible
Does not offer room for persuasion and convincing
It may be expensive because it involves a lot of paperwork and time.
Not suitable if the sender and the receiver do not share a common language
ADVANTAGES AND DISADVANTAGES OF AUDIO COMMUNICATION
Audio Communication is when the message is transmitted through sounds. Examples include
A whistle; This is a device which is blown to produce a sharp shrill sound to alert or warn the public or employees in an institution. It is normally used by security guards when there is danger. In some organization, a whistle is used to announce change in shifts
Horn; This is also an instrument that is used to produce sound which passes different information depending on the way it is blown.
Other methods of audio communication include drums, alarms, and bells among others
Advantages of Audio communication
Is a faster method of communication
It can reach several people at once
The message is received instantly
Disadvantages of Audio communication
The message may be interpreted wrongly
It can only be used within a certain radius at a time
It distracts people’s attention
ADVANTAGES AND DISADVANTAGES OF FACE-TO-FACE COMMUNICATION
Face-to-face conversation involves two or more people talking to each other. The parties are usually near each other as much as possible to ensure effective communication.
It is suitable where the subject matter of discussion requires convincing persuasion and immediate feedback.
It may be used during meetings, interviews, seminars, private discussions, classrooms e.t.c
It is the most common means of oral communication
Here are Advantages of face-to-face communication
Provides for immediate feedback
Has personal appeal
Body language can be easily expressed
One can persuade or convince another
It is the simplest communication to use
It is direct i.e. does not pass through intermediaries
Convenient for confidential messages.
The following are the Disadvantages of face-to-face communication
No record for future reference
Can be time consuming
Messages can be distracted
Not suitable when people are far apart
Unsuitable for the dumb and deaf
ADVANTAGES AND DISADVANTAGES OF AUDIO-VISUAL COMMUNICATION
Audio-Visual communication is a form of communication in which messages are sent through sounds and signs .
This form of communication ensures that the receiver gets the message instantly.
It is suitable where both the sender and the receiver know the meaning of specific sounds and signs
Means of Audio-visual communication
Television (TV); This is a device that transmits information inform of a series of images on a screen accompanied by sound. It is a very effective method of communication since it combines the advantages of image and sound
A television can be a very suitable means of sending urgent messages especially when it gives live coverage of events.
Siren; This is a device used to produce a loud shrill sound accompanied by a flashing light. It is commonly used by the police, ambulances, and the fire brigade and security firms to alert the public of the danger involved e.g. the ambulance siren conveys the message that somebody is seriously sick and therefore other motorists should give way.
Advantages of Audio-visual communication
It reaches many people
It is more appealing than other means of communication
Reinforces verbal communication
May have a lasting effect on the receiver
Suitable where receivers are illiterate.
Disadvantages of Audio-visual communication
It is suitable to those people who can interpret the messages correctly
It is not suitable for confidential messages
Preparation may take long
ADVANTAGES AND DISADVANTAGES OF CABLE TELEVISION AS A FORM OF COMMUNICATION
Cable television, a commercial service that links televisions to a source of many different types of video programming using Coaxial cables, was introduced in Kenya in 1994. The television users with personal satellite dishes can access satellite programming directly without a cable installation.
Recently, the digital television (DTV) was invented. This is the transmission of audio and video of digital signals, in contrast to analog signals
Television is an important means of communication since it is an audio-visual device.
Its importance can be summarized as follows;
It conveys news and information from all over the world more vividly than other means of communication such as radio.
It is a source of entertainment as it shows music and drama programmes.
It is a device that may be used in educational broadcasting. Some educational programmes are broadcast on television. For example, programmes that sensitize people on HIV and AIDS pandemic.
It is used in commercial advertisement by manufacturers and companies thus enabling them to sell their products.
e) It is the best means of transmitting ideas since it commands attention.
f) It is a source of employment in the television stations.
g) Television has enabled humankind to bridge the gap of real-time communication between different time zones in the world.
Disadvantages.
TV can only be viewed where there is electricity. It is expensive to install solar panels in areas where there is no electricity. The car batteries that may be used require constant charging.
Pornographic programmes have eroded cultural values, especially among the youth. Such programmes originate in the west and the youth want to imitate what they see.
Watching violent programmes has created the culture of violence among the youth. For example, watching of wrestling and violent movies.
Some advertisements encourage deviant behavior. For example, advertisements of alcohol and cigarettes.
Watching television can sometimes become addictive in some homes thus limiting the time to participate in other activities
Essentials of Effective communication
For communication to be effective it must be originated produced transmitted received understood and acted upon. The following are the main essentials to effective communications.
i) The sender/communicator
This is the person from whom the message originates. He/she encodes the message i.e. puts the message in the communicative form.
ii) Message, This is the information to be sent. It is the subject matter of communication and may contain words, symbols, pictures or some other forms which will make the receiver understand the message
iii) Encoding; This is the process of expressing ones ideas in form of words, symbols, gestures and signs to convey a message
iv)Medium/channel; This refers to the means used in communicating. This could be in the form of letters, telephones and emails among others.
v)The receiver; This is the person for whom the message is intended. The receiver decodes the message for proper understanding.
vi)Decoding; This is the process of interpreting or translating the encoded message to derive the meaning from the message
vii) Feed-back; This refers to the reaction of the receiver of the message. This maybe a reply /response which the receiver sends back to the sender.
7 BARRIERS TO EFFECTIVE COMMUNICATION
Communication is said to be complete only when the recipient gets the message the way the sender intends it to be.
When information is not received the way it was intended then it has been distorted. Distortion of a message is brought about by some communication barriers which may exists in the path of the message between the sender and the recipient. Some of these barriers are;
Language used; the language used by the sender should be known (understood) by the recipient so that communication can take place
Poor Listening; the effectiveness of communication will depend on the willingness of the recipient to listen keenly .listening require careful attention and concentration. It may however be the task of the sender of the message to attempt to gain the attention of the listener. Through his/her choice of words and expression among others.
Negative Attitude; Attitude refers to the feelings of the communicating parties towards each other. It is important that there exists a mutual feeling of trust and respect between the parties concerned in order to avoid bias .If there is mistrust and prejudice then there may be deliberate or unintentional misunderstanding of the message involved.
Poor Timing ; poor timing leads to breakdown in communication , therefore for effective communication to take place the message must be sent and received at an appropriate time, eg a message sent when one is in a hurry may not be properly received or delivered
Wrong medium ; the medium used to communicate must be appropriate for the message being conveyed otherwise there may breakdown in communication eg one may not convey a confidential message over the telephone effectively
Prejudgment ; our understanding of the message is often conditional by our earlier experiences and knowledge this may make one individual draw premature conclusion eg a student who always fail in a subject and this time round has improve may be failed by the teacher because he has always failed in the past .
Ambiguities it occurs when the sender express in a manner which leads to wrong interpretation. When the rec eiver interprets the message differently it automatically leads to communication breakdown.
Emotional responses; emotional responses such as those resulting from hunger or excitement may lead to distortion of message.
Unclear System within the organization ; if the channel of passing information in an organization are not clear then the message will not get to the right people for whom the messages intended
Noise it refers to any disturbing sounds which interfere with concentration or listening ability of the recipient of the message the presence of noise may make it impossible for any message to be received in the right way.
Unfamiliar Non verbal signals; lack of understanding of non verbal sign may be a barrier to effective communication.
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