Broadly speaking, “Business Communication” refers to any business-related communication. Whether printed, hand-written, emailed or spoken, formal and informal messages that convey business information and build business relationships are forms of “business communication.”
Forms of Business Communication
There are many forms of business communication. Print advertising, technical manuals and internal memos are examples. Reports and presentations, organizational meetings, price sheets and imprinted promotional products are also considered examples of business communication. Even a business conversation between a manager and her staff is a form of business communication.
Face-to-face customer service and customer service provided over the telephone, fax and email also make the list. A thank you card sent by a business owner to a client counts as business communication too. Even the catchy phrase the business uses in print, voice and visual ads is an example of business communication.
What is the Purpose of Business Communication
The purpose of business communication is to convey business information to members of the business and its market. Members of the business include owners, managers, staff and potential employees. The business’ market is its customers, vendors and prospects.
Fast companies and start-ups may give little more than a nod to formalizing their preferences, rules, product and service descriptions or managerial styles. This leaves the culture of the business, its processes and its advertising messages up in the air. As the business grows and its customer-base expands, it is necessary to formalize the way the business does business and to create standards.
With documentation like employee handbooks, catalogs, press releases and sell sheets, employees, customers, vendors and prospects know what to expect from a business.
Channels of Communication
The medium through which a business sends its message is called a channel of communication. Some communication is through a one-way channel like written reports or print advertising. Other channels, like telephone conversations and online chat, enable two-way communication. Communication between the business and other people may be asynchronous, taking place at different times. Or, that communication may be synchronous, occurring at the same time between two or more parties to the conversation.
Business Communication Channels
- Word of Mouth: Passing business information through conversation. These conversations can occur face-to-face, over the telephone or through the internet in chat rooms and social networking spaces. Word of Mouth advertising is a very effective form of advertising for a business. However, conversations that convey business procedures should always be supported by a document which uses a more formal channel of communication: Print.
- Print: This channel encompasses print advertising, display advertising, business reports, t-shirts, internal memos, catalogs, employee handbooks and books. Whether created in Microsoft Word, Open Office, Corel Draw, Adobe Photoshop or by hand, if a message is formalized into a document or is rendered on paper, plastic or textile, then the communication occurs through the Print channel.
- Audio/Visual: Ads on television, infomercials, radio ads, audio recordings, powerpoint presentations and web sites are served up on the Audio Visual Channel.
- Crossovers: Text messaging, while not necessarily printed on paper, can also be used to effectively communicate. This method of communication (intimate communication by some) spans the word-of-mouth and print channels. Although technically we do not print text messages, words are rendered and recorded. And businesses do use text messages to communicate business information.
Subsets of Business Communication
Business Communication is a broad field comprised of several sub-specialties. Any of these specialties may be outsourced. Or, the functions of the communication sub-specialties are the responsibility of one or more people within an organization.
Business Writing is one such specialty. People who specialize in business writing are adept at choosing and utilizing writing styles appropriate for a given task. A document with time-sensitive information will necessarily be short and to the point; it will quickly gain the reader’s attention and communicate only the information required. Anything more is a distraction.
Writing a technical document or writing a business plan will necessarily differ from writing a restaurant review. A technical document may be terse and require accuracy and precision - with words and subject! A review of a local restaurant should be less formal and almost conversational; a range of descriptive words and phrases must convey atmosphere, taste and price.
Business writers understand the purpose of the document they create and they choose the right “voice” for the intended audience.
Advertising and Marketing Communications are also sub-specialties. Writing attention-grabbing ad copy is an art form necessary for success in many businesses. Condensing an organization’s marketing message into a memorable sound bite forms the foundation of the public’s perception of the business. Corporate Communications form the backbone of corporate culture. Even Social Networking for business is fast becoming a sub-specialty of business communication.
Are you a business communications expert? Do you teach business writing? What business communication sub-specialty are you responsible for? Please share your comments. After all, this is an article about business communication!
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