OBJECTIVES OF BUSINESS COMMUNICATION
Getting a response from the person that we are trying to communicating with is the basic of all human communication. Speaking from a business or commercial perspective if we look at any small or large business around us we will see that the level of success that the business has attained largely depends on its capacity of communication. Communication defines the amount of success that the business house has archived. So here are some of the major objectives of business communication =
Information- The main objective of a business is to pass on information and making people more informed, E.g.- all the advertisement activity that we see around as are an attempt to inform and pass the information on to others, and in case of business houses this information is mostly about the product or services that they have to offer. But the mode of communication may be verbal, written, visual or any other.
All business houses flourish on information relevant to their business activity. They must have good knowledge about the market, their competition, the government rules, the kind of credit that they can benefit from; the current economic position etc. Relevant information is the key to successful business.
But now in the modern times due to the advent of the World Wide Web, there has been a sudden explosion in the volume of information that is available to a business house and it is becoming increasingly difficult for a business house to find information that is reliable, complete updated and fresh. And it has become vital for any business to obtain that information. And this demand for accurate information has given birth to a new group of people called the infomederies, who do not deal with any kind of goods but deal in information.
Now a business house not only takes information but also give information, for e.g.- It has to give out information regarding profitability, the quality of products, the facilities that they provide to the worker or the services that they render towards the community.
Motivation- communication in business is also necessary to increase the motivation in the workers. So if the communication is done properly and is successful in motivating the workers and workers are motivated enough the work gets done easily, efficiently and they will work independently and with out supervision.
Communication should be used to create a right working environment. So that there is a healthy competitive environment among the workers and also that they can be recognized and rewarded for their achievements.
Employees working at a lower level in the hierarchy of the organization should be encouraged to provide suggestion and inputs on how to improve the working of an organization, this type of communication creates a sense of participation and belonging, it also develops more loyalty towards the company.
Raising Morale - Another very important objective of business communication (internal) is to keep the moral of the workers high so that they work with vigor and confidence as a team. This is a major factor that can have very serious impact on the success of a business house.
But as morale is a psychological factor the state of high morale is not a permanent factor. An organization may have a high morale among the workers for a quarter but may find that the employees have lost their morale in the next quarter. So to keep the moral of employees high an organization has to put continuous effort in that direction. It can be done by maintaining an open door policy, keeping an eye on the grapevine and not allowing harmful rumors to spread.
Order and instructions – An order is an oral or written command directing the start, end or modifying an activity. This form of communication is internal and is carried out within a business house. Order may be written or verbal. Written orders are given when the nature of work is very important or the person who would perform the task is far away. We should always be careful while handing out written orders and should always keep a copy of the order so that follow up action can be taken.
Oral orders are given when work is of urgent nature and the person is nearby. But in both the cases it is very essential to follow up.
Education and training- Now communication can also be used in business to increase the circle of knowledge. The objective of education is achieved by business communication on three levels (a) Management (b) employees (c) general public
(a) Education for future managers- Here junior personals in the organization is trained to handle important assignments involving responsibility, so that they can succeed their superiors in the future.
(b) Education for newbie’s- When new personals join an organization they are inducted by educating them about the culture of the company, code of discipline, work ethos etc. This is usually done through a training mode to acquaint the new recruits with the functioning of the organization.
(c) Educating the public- Now this is done by advertising, informative talks, newspapers, journals. And this is done to inform the public about the product, the functioning of the company, and various schemes offered by the company.