Business communication principles and practices

Business Communication

The business environment is analyzed by numerous research studies that intend to understand the rules that determine business behavior, its factors of influence, and some of the most important effects of these factors. Communication is one of the elements that are intensely addressed by the literature in the field. The importance of communication in the business environment relies on its effects on companies, business owners, and their employees.

Communication within companies is used in planning, organizing, staffing, directing, and controlling. Communication and informational flows are different in each company, in accordance with its size, activity, and objectives. Therefore, it is important to study theoretical aspects of business communication before designing the communications model that needs to be implemented within companies.

When studying business communication, it is important to refer to the two types of communication: oral and written communication. Oral communication is either formal or informal, and takes the form of meetings, group discussions, speeches, and others. Written communication refers to agendas, manuals, and reports.

Literature Review

The literature in the field provides useful information on business communication and related issues. The approaches presented by these sources vary from description of the process, to recommendations on how to develop a successful communicational system, to factors of influence regarding communication in the business environment. There are numerous books that address business communication. For example, Business Communication, published within the Harvard Business Essentials series is intended to address communication from an individual point-of-view. The book is organized as a guide that can be used by businessmen, managers, employees in developing their communication skills, and becoming efficient communicators in the relationship with their business partners, colleagues, and subordinates. The book provides several examples of how the communication process should be organized and controlled (Luecke, 2003).

The interesting aspect about this book is that it presents some of the most important principles that must be taken into consideration when analyzing the communication process. The principles discussed by the authors are represented by the audience focus principle, the clarity of purpose, focusing on the topic, economy of words, and key messages principle. The methods that this book investigates refer to the questioning, the traditional, the brainstorm outline, the free writing, and the work scoping method. The writers develop these efficient communication strategies. This book is useful for trainers that provide communication teaching classes, and for students that are interested in approaching this subject. This guide can also be used by managers that want to improve communication within their companies by developing suitable strategies.

Peter Hartley and Clive G. Brukmann propose a more complex and comprehensive point-of-view on business communication. Their book titled Business Communication starts by discussing the fundamentals of communication. In addition to addressing business codes in communication, the authors also provide a process model of communication (Hartley & Bruckmann, 2002).

Different approaches to communication are presented in the book written by Mary Ellen Guffey and her colleagues. The writers focus on discussing communication in groups and teams, in analyzing the writing process, and on discussing business correspondence (Guffey et al., 2010). The writers also address intercultural communication.

There are several theories on communication that follow different approaches in accordance with their scope and period of development. Although it might seem surprising, the theory of communication was first addressed by Aristotle. The philosopher tried to develop a communication theory in the Rhetoric, where Aristotle described communication from the point-of-view of an orator that must address large audiences. His work is somewhat relevant in the field, but the model proposed by Aristotle included a reduced number of elements. The communication model developed by Aristotle is represented bellow:

Aristotle communication model

In modern periods, the first communication model was proposed by the U.S. As a result of the influence of politics, films, and radio. Sociology and psychology also contributed to developing this model. This model was a simple one and is represented by sender -- channel -- message -- receiver. This communication model was continuously developed. The concept of feedback was added to this model. In addition to this, scientists addressed the fact that receivers usually perceive, interpret, and retain messages on a selective basis (Saha, 2007).

Another important communication model was developed by the political scientist Harold Laswell. This model takes into consideration numerous factors that are considered to have a significant impact on communication (Croft, 2004). However, there are certain limitations to this model. This is because Laswell did not include factors like noise, field of experience, language used during the communication process, and others. The communication model developed by Laswell is presented bellow:

Shannon and Weaver have developed these communication theories by identifying common aspects they address and by expanding them. Therefore, they introduce several elements to Aristotle's model. These elements refer to the transmitter, the receiver, and the sources of noise. Although this model seems to refer to telecommunications, it is obvious that it can be expanded to all fields that involve communication (Maier et al., 2009).

Shannon and Weaver communication model

Independent communication models were addressed b other scientists also. Wilbur Schramm has developed numerous communication models that are intended to respond to different questions regarding communication. For example, Schramm focused some of its models to taking into consideration the field of experience of the sender and of the receiver involved in the communication process (Kaul, 2009). The importance of this issue is represented by the fact that the sender encodes the message in accordance with its field of experience. But the correct decoding of the message by the receiver depends on the differences between their fields of experience.

Schramm's contribution to the field of communication also refers to addressing the concept of feedback from the receiver to the sender. The model developed by Schramm represents communication as a continuous process of messages and feedback. In other words, the model proposed by Schramm is based on interaction.

Schramm's communication model

Other communication models are more developed and address communication from a complex point-of-view. For example, the Westley-MacLean model can be applied in mass and interpersonal communication (Fiske, 1990). In addition to this, the model is focused on developing and elaborating the feedback concept. This model states that the message is influenced by the knowledge of the audience and its feedback.

Westley-MacLean communication model

Referring to communication, Kincaid developed a convergence model where communication is considered to be a process that consists in participants creating and sharing information with the objective of reaching some understanding level. According to this model, this understanding model is influenced by the cycles of information sharing. In addition to this, the convergence model presents communication as a dynamic and cyclical process. In the scientist's opinion, this process is characterized by mutual causation, and by the relationships between participants (Gudykunst & Mody, 2002).

Kincaid's convergence model

As mentioned above, there are numerous theories on communication that various specialists in the field have developed in accordance with different objectives. For example, John Greene has developed the action assembly theory. This theory is intended to provide an explanation of the mental processes that take place in order for the sender to develop and transmit a message to the receiver. In other words, Greene is basically interested in describing the relationship between cognition and behavior, and on assembling verbal behavior (Greene, 1989). He also addresses several factors that influence this situation.

Interesting theories on communications have been developed by other scientists also. For example, Marshall Scott Poole has worked on developing the adaptive structuration theory that refers to group and public communication and group decision making. In Poole's opinion, structuration refers to the production and reproduction of social systems by the rules and resources used by individuals in their interaction (Poole, 2011).

The writer focused much of his work on this subject because of its importance that relies on the fact that communication seems to be one of the most important factors that must be taken into consideration when groups make decisions. In other words, the quality of structure refers to the fact that the rules and resources discussed above, are used by members of the group in case and affect their decisions. Therefore, these structures are affected by their decisions.

Fritz Heider has developed the attribution theory in communication. The attribution theory refers to individuals' judgment when others are communicating something. According to Heider, attribution is a three step process. These steps include perception of the action, judgment of intention, and attribution of disposition (Heider, 2011). In this process, other individuals are perceived as causal agents. In Heider's opinion, attributions depend on perceived freedom of choice.

In addition to these aspects, Heider also addresses special cases of attribution, like self-perception. Heider also provides an outlook on the critiques addressed to his theory. His work represents the starting point for significant research in the field, and Heider is trying to help his peers investigate the subject by identifying several questions that must be answered by further research. Heider's work is also useful because it details the steps of attribution, which can be used in other fields of activity.

An interesting theory on interpersonal communication was developed by Leon Festinger, and refers to cognitive dissonance. Regarding this theory, cognitive dissonance is represented by an aversive drive that determines individuals to avoid opposing points-of-view, to seek reassurance when making a difficult decision, and to modify their individual beliefs in order to match public behavior in certain conditions (Festinger, 1957). In other words, the theory refers to the differences between behavior and belief.

In Feistinger's opinion, the size of the cognitive dissonance depends on the importance of the issue, and on the size of the discrepancy. Feistinger has developed a series of hypotheses that are intended to study how dissonance between attitudes and actions can be reduced. These hypotheses refer to selective exposure preventing dissonance, post decision dissonance creating a need for reassurance, minimal justification for action inducing attitude modifications.

In his work, Feistinger discusses several studies and classic experiments in the field. However, there are several limitations to this theory. This is because Feistinger did not develop a strategy intended to measure the dissonance level. Other specialists in the field consider that attitude modifications can be easier explained by self-perception than by cognitive dissonance.

Communication between different cultures and country is an aspect frequently addressed by specialists. The communication accommodation theory developed by Howard Giles states that people in intercultural environments are likely to adapt the style and content of their speech in accordance with that of other individuals that they want to impress or to determine their approval. This theory also states that in order to build strong group identification, people tend to interact with individuals outside the group based on facts that accentuate the differences between them (Giles, 2011).

In order to sustain his theory, Giles uses convergence and divergence strategies. Giles also addresses the different motivations that influence these communication strategies. Same as in the case of other theories, the communication accommodation theory has its limitations. For example, the theory is characterized by reduced clarity in comparison with its scope. In addition to this, the theory determines certain misunderstandings.

Interpersonal communication and messages are important topics addressed by communication specialists. Pearce and Cronen have developed the coordinated management of meaning theory that states that individuals involved in a conversational process build their own social realities and are influenced by the realities they build. Basically, this theory intends to prove that individuals reach a suitable coherence level by common interpretation and by adapting their stories included in the conversation (Pearce & Cronen, 2005).

In their opinion, coordinated management of meaning is extremely useful in encouraging and supporting efficient communication. Their work is oriented rather towards practice, in comparison with the work of other communications specialists that limit their work to theoretical aspects. Therefore, the authors develop a series of terms that are used in developing their theory. For example, they refer to cosmopolitan communication, which represents individuals' disagreement with others, while coordinating within a conversation.

Regarding the application of communication in the business activity, Stanley Deetz has developed an interesting theory that states that the fact that communication is considered to be the transmission of information, determines the development of managerialism and corporate colonization. The critical theory of communication in organizations is intended to build somewhat of a balance between corporate and human interests.

However, it is important to analyze this theory from Deetz's point-of-view. In his opinion, corporations are political and economic organizations and must be studied in accordance with these factors. Also, Deetz is interested in demonstrating that communication theory can be used in order to identify distorted decision making processes within companies. In addition to this, the theory states that productivity and democracy at the workplace can be significantly improved through communication reforms (Deetz, 1995).

Deetz explains his interest in the subject by the fact that multinational corporations represent the dominant factors in the society of most countries. In his work, Deetz criticizes communication theories according to which communication only represents the transmission of information. Deetz considers that this theory helps develop the power of corporations.

Another theory on business communication has been developed by Geertz and Pacanowsky. They propose a cultural approach to business communication. In their opinion, organizations do not have a culture, they are a culture. From this point-of-view, organizations and their cultures are viewed as systems of common meanings. Although the scientists focus their study on third world cultures, it has been proven that their approach can be successfully applied to organizations (Geertz & Pacanowsky, 1988).

However, numerous corporate consults have criticized this theory when applied to organizations. This is because the theory does not evaluate the aspects it addresses. In addition to this, they consider that the theory is not able to properly interpret certain situations.

Group and public communication and its influence on decision making have been addressed by numerous specialists in their work. Hirokawa and Gouran have developed a theoretical model based on the functional perspective on group decision making. According to this theory, groups make good decisions in certain conditions met by its members (Hirokawa & Gouran, 1993). These functions are represented by problem analysis, goal setting, alternatives identification, and evaluation of consequences.

It has been observed that group communication usually has a negative influence on developing these functional tasks. However, according to this theory, counteractive communication can determine individuals to use rational inquiry in their decision making process. The theory identifies several types of communication: promotive, disruptive, and counteractive. Promotive communication is represented by the interaction that requires the attention to the decision making functions. Disruptive communication is represented by the interaction that is determined by the group's ability in achieving the task functions. Counteractive communication is represented by the interaction that refocuses the group in case.

Although business communication is derived from general communication theories, there are certain differences between these issues attributed to their area of applicability. Therefore, the components of the business communication model are represented by idea, sender, message, encoding, medium and channel, receiver, decoding, and feedback (Kushal & Ahuja, 2011). The differences mentioned above rely on the functions of business communication. The internal functions of business communication refer to information to management, information to employees, and improvement in morale. The external functions of business communication are represented by developing relationships with suppliers, sales of products and services, report to shareholders, report to government, and improving the company's image.

Business communication theories address various aspects that are analyzed on local or on global level. Although business communication seems to be influenced by economic factors, there are several theories that address this aspect from a socio-cultural approach (Casmir, 1994). Other important factors that have been observed to influence business communication are represented by business information sources (Daniells, 1993). There are numerous aspects that the literature in the field addresses and that must be taken into consideration when studying business communication.

Reference list:

1. Luecke, R. (2003). Business Communication. Harvard Business School. Retrieved March 9, 2011 from http://books.google.ro/books?id=tMBFY51wY6UC&printsec=frontcover&dq=business+communication&hl=ro#v=onepage&q&f=false.

2. Hartley, P. & Bruckmann, C. (2002). Business Communication. Routledge. Retrieved March 9, 2011 from http://books.google.ro/books?id=p8FgscX1w6UC&printsec=frontcover&dq=business+communication&hl=ro#v=onepage&q&f=false.

3. Guffey, M. et al. (2010). Business Communication Process and Product. Nelson Education. Retrieved March 9, 2011 from http://books.google.ro/books?id=W6DCJ0cLf3MC&printsec=frontcover&dq=business+communication&hl=ro#v=onepage&q&f=false.