PAPER DELIVERED AT THE TRAINING/INDUCTION CEREMONY OF THE INSTITUTE OF BUSINESS DIPLOMACY AND FINANCIAL MANAGEMENT (IBDFM), HELD AT MERIT HOUSE, MAITAMA, ABUJA, NIGERIA, WEST AFRICA. SATURDAY, APRIL 7, 2018 by JACOB OLOTU PAUL-BECKSON, mirdi, fbdfm.
Abstract
This paper looks at Communication as an effective tool in modern business environment. The discussion is based on empirical studies of communication and business environment. The research findings no doubt, have validated the relationship between communication approach and, efficient and effective organizational performance. The paper also recommends that there can still be more room for improvement if Management embraces the following recommendations: clarity of ideas before attempting to communicate; Better understanding of the physical and human environment when communicating. The paper further points out that in planning, communication and consultation should both be top down and bottom up while all facts are rendered implicit and explicit. Consideration should be given to the content and tone of the message. Also, whenever possible, the language or tone should not only be edifying and elegant, but must be messages which the receiver would find valuable. All stakeholders should be encouraged to be good listeners. Immediate actions must be accompanied and accomplished with communication. Finally, Communication that would be effective requires a follow up and an effective feedback mechanism process.
Keywords: Communication, Environment, Modern, Business and Organization.
Introduction
Communication is the life wire of organizational growth. It is undoubtedly a means of bringing about change. Therefore, there is always a need to ensure interaction and understanding of Management-Employee relations because, this will bring about increased performance of all parties involved in the communication process or chain.
All human interactions are a form of communication. In the modern business world, nothing can be achieved without effectively communicating with employers, employees, clients, suppliers, and customers. Business all over the world today is very challenging. To stay profitable in the highly challenging and competitive global market economy, all factors of production should be wisely managed. Among the factors of production, human resource constitutes the biggest challenge because unlike inputs, employee and/or management demands skilful handling of thoughts, feelings and emotions to secure highest productivity. Thus, effective organizational communication plays an important role in this challenge.
Communication has crucial impacts among work groups because; organizational communication is a channel to flow information, resources, and even policies. Organizational communication can be broadly defined as, “communication with one another in the context of an organization” (Eisenberg & Good all, 1997; Shockley-Zalabak, 2006) as cited in Eunju, Ph.D (2009). This type of communication, in turn, includes activities of sending and receiving message through various layers of authority, using various message systems, and discussing various topics of interest to the group we belong to or the company we work for. Garnelt, Marlowe, & Pandey, (2008); Pandey & Garnelt, (2006), opined that, effective communication can enhance organizational outcomes.
By and large, in all modern human organizations, the art of communication cannot be overemphasized; it is the means by which people interact and work with one another. Just like blood stream in people, communication represents the bloodstream of organization. This means that nothing can be achieved in an organization without effective communication. Hence, communication skills are important in all human endeavours and are so important to the successes of modern businesses.
Literature Review
Communication has been widely accepted by scholars and academics as the lifeline of an organization because communication is needed for exchanging information, exchanging opinions, making plans and proposals, reaching agreement, executing decisions, sending and fulfilling orders and conducting sales. When communication stops, organized activity ceases to exist, and individual uncoordinated activities return in an organization. So, coordination in an organization is tantamount to the blood of life.
Ramah (1985), defines communication as “the transmission and reception of ideas, feelings and attitudes verbally or non-verbally to produce a favourable response”. Draft (2000), defines communication as “the process by which information is exchanged and understood by two or more people usually with the intention to motivate and influence behaviour”.
Further, communication also refers to the exchange of information between a sender (source) and a receiver (destination) so that it is received, understood and leads to action (Obamiro, 2008). Obilade, (1989) defines communication as “a process that involves the transmission of message from a sender to the receiver”. Folarin (2003) defines communication as “any means by which a thought is transferred from one person to another”. Communication is the process by which any person or group shares … information with/to another person (or group) so that both people and groups clearly [understand] one another (Soola, 2000).
In its simplest form, however, “communication is the transmission of a message from a source to a receiver … or the process of creating shared meaning” (Baran, 2004:4). It has been observed that there exist various definitions of communication, as there are different disciplines. Therefore, there is no single definition of communication agreed upon by scholars to be the best. What this means is that, Psychologists, sociologists, medical practitioners, philosophers and even communication specialists, all define communication based on their orientations and perspectives, but the bottom line is that let the parties involved understand one another.
Functions of Communication
Communication performs diverse kinds of functions which include:
- Social Interaction: Human interaction is possible because we can communicate. We relate with friends, parents and colleagues because we share codes that allow us to understand each other. Without communication, this will not be possible.
- Business and Trade: Communication provides opportunity to transact business and engage in trade. We are able to make known what we are offering for sales and what we want to buy. We also negotiate prices and make delivery through communication.
- Exchange of Ideas and Spread of Knowledge: We express freely our ideas, opinions and feelings or issues affecting us via communication. We also share knowledge as we engage in discussion and write books. In classroom situation, a teacher is able to impart knowledge to students through communication.
- Socio-Political Development: Development is made possible through communication. Hence, communication helps to mobilize people to work together for their social and political development.
The Importance of Effective Communication in Modern Business Environment
Effective communication is nothing but the transfer of understandable information from the source to the receiver. Thus, it is the life wire of every organization and a key to success in one’s business career as well as one’s personal life. This is so because, an organization is made up of a group of people associated in or with business, political, professional, religious, sports or any other purpose, hence, its activities require human beings to interact and react.
Therefore, effective downward and upward internal communication is a vital means of attending successfully to matters of organizational concern. Not just that, it helps to reduce absenteeism, grievances, as well as increase turnover and job satisfaction. Further, employees are better motivated and more efficient when they receive appropriate downward communication from Management. In the same vein, upward internal communication has become very important and useful in the sense that many executives sincerely seek feedback from employees and stockholders.
Equally, communication to persons outside the organization is also very important because, it can have far reaching effect on the reputation and ultimate success of the company. For example, a good letter, telephone call or personal conversation can win back disgruntled customer, create a desire for a firm’s product or service, help an inquirer who is a potential customer and in general, create goodwill.
Therefore, employees who go all out to communicate effectively are contributing in no small measure to the life span of their organization. This is so because, effective communication eliminates unnecessary additional correspondence, thus saving time, building favourable impression, which will in turn bring about goodwill and company’s profits. The aforementioned importance can be summed up in the following points:
- To achieve coordinated action
- To express feelings and emotion
- To share information regarding: – Organizational goals – Task directions – Results of efforts – Decision making
- To achieve effective control
- To encourage staff participation in decision making
- To create a good public image and reputation for an organization
Types of Communication
Organizational communication is a system of networks linking the three hierarchical levels (management, union and staff) together in order to enhance productivity. The two major types of communication channel within an organization are: formal and informal patterns of communication.
Formal Patterns of Communication
Formal patterns of communication are the official paths recognized by management. They follow the established chain of command or line of authority. Formal information can be transmitted internally or externally.
Internal Communication
Internal communication takes place within an organizational framework to coordinate organizational resources. It conveys information through letters, memos, circulars, etc, to employees. It is divided into three broad parts:
- Horizontal Communication: This is also called lateral communication. It is the transmission of message along the same lateral or similar level in an organization. This occurs between team members, between different teams and employees on the same or similar level. The use of horizontal communication is on the increase because of the interactive electronic communication technologies such as e-mail and phone messages that greatly enhance horizontal communication by making it possible to establish leaning communities and virtual teams of employees who work together even in different locations.
- Vertical Communication: Vertical communication is an organizational communication that involves two different movements, that is, from “up to down” and from “down to up” along the organizational hierarchy. It comprises downward and upward communication, viz:
i. Downward Communication: this refers to movement of information from the top management to the lowest officers or employees.
ii. Upward Communication: this is the pattern trough which superior gets necessary feedback on subordinates’ actions.
iii. Quasi-Vertical Communication: it is the type of pattern of communication in which organized body of employees called labour union intermediates between management and employees.
External Communication
External communication has to do with disseminating information and interaction with the immediate environmental elements such as customers, suppliers, creditors, and so on. The effectiveness of this depends on how perfectly internal communication is handled.
Informal Pattern of Communication
Informal channel of communication is an official chain of command which flows in any direction. It is mostly used when there are gaps or barriers to formal communication which disturb the employees from getting the information they require or desire. Common sources are; rumour (an unofficial channel which transmits unreliable information), grapevine (it carries more reliable and valuable information. It can be single strand, that is, gossip chain or cluster chain). When one person tells many, it is said to be a gossip chain while cluster chain is when many people tell a few (R. W. Griffin. Management, 3rd Edition).
Therefore, in order to overcome the aforementioned lacunae, modern Management should keep employees informed about issues concerning them. That is to say, communication channels should be kept opened to discourage spreading of rumour.
Forms/Methods of Communication
These simply mean ways of passing information among individuals and groups in the society using well designed instruments. In traditional settings, people use town crier, gong, bell, horn, singing, drumming, flute, trumpet, talking, whistling, gun-firing, and so on, to pass across messages or pieces of information. Through these medium or channels, people exchange their economic, social, cultural, political, religious, and educational messages.
Meanings are also attached to the different instruments with specific time for their use. For example, in ancient times, messages such as the death of an important or prominent citizen, missing of a child, arrival of slave traders, declaration of war, placation of gods, and so on, were passed freely and smoothly.
Today, man needs an efficient system of communication through which he can educate himself, a system of production to create goods and services to meet his needs, a sophisticated system of defence to guard against external aggression, a system of replacement for continuity of human race, a social control system to maintain law and order in the complex society, a system of socialization to transmit values from one generation to another, to mention but some few.
However, with modern development of literacy and high technology, man now uses a multiplicity of instruments for effective exchange of messages which include letters, memos, telephone, television, fax, resonators, satellite, books, newspapers, magazines, radios, computers, and so on.
Furthermore, man also uses gestures, or body-language such as: nods, smiles, dress or appearances, space, and other non-verbal means or methods such as numbers, pictures, colour, and so on, to pass information. We should note very seriously that, the effectiveness of any method depends on the appropriate context in which it is chosen and used.
The above discourse can be summarized in its simplest forms/methods as commonly used by managers in organizations thus:
a. Written Communication: it involves the use of letters, memos, bulletin, procedures/ policy manuals, notices, books, and so on, to transmit information in an organization.
b. Oral Communication: this refers to verbal conversation between two or more persons in an organization. It could be via the use of telephone or a face-to-face interaction and the most frequently used kind of communication channel during conferences, seminars, meetings, interviews, to mention but some few. It is rich in content because, there is a high level of interaction between the sender and the receiver. For example, the initiator of the conversation can adjust to the listeners’ needs.
c. Non-Verbal Communication: this means using any form other than written and oral communication to transmit information. This includes the use of facial expressions, body movement and personal appearance to pass information. Important categories are Kinetic behavior, physical distance, tone of voice and object language.
Principles of Communication
Certain principles are very essential to effective communication. These principles include:
Principle of Readiness and Motivation: The communicator and the receiver should be ready and remain motivated throughout the process of communication. Lack of interest, zeal and enthusiasm on the part of either of them may adversely affect the process and product of communication.
Principle of Possession of competent communication skills: The communicator and the receiver should be quite competent and efficient in terms of communicating and receiving the desired information or message. Possession of the required communication skills is crucial, so that the task of communication, in terms of transmission and reception, may be performed by them effectively.
Principle of Sharing and Interaction: Since communication is a two way process, its success lies in allowing as much as possible exchange of ideas, and keeping mutual interaction between the source of communication and receiver.
Principle of Suitability of the Communication Contents: The content of what is to be communicated should be very suitable and easily understandable. It should be appropriate on the part of both the communicator and the receiver.
Principle of Appropriate Media and Channel: The effectiveness of the process of communication will depend on the type and appropriateness of media or communication channel used.
Principle of Appropriate feedback: Communication flow is deemed to be effective if it continues to receive the desired feedback from the receiver and vice versa.
Principle of Facilitators and Barriers of communication: There are many intervening variables lying between the source and the receiver of information in a communication process. The effect of these variables, on the source and receiver, becomes a decisive factor of the success or failure of communication.
Barriers to Effective Communication
Barriers simply mean hindrances. Therefore, barriers to effective communication refer to those things that can hinder effective communication encounter within an organization or between the parties involved. Below are some of the things that affect effective communication:
a. Lack of proper planning: inadequate preparation affects effectiveness of presenting and transmitting information. Lack of planning, arises from inadequate thinking, lack of sound objectives, vague words, selecting inappropriate media, and so on.
b. Organization Barriers: Faulty organization structure such as lack of clarity of responsibilities and authority delegated, too wide spans of control and too long chains of command cause communication breakdown.
c. Semantic Barriers: These occur when words are wrongly pronounced, misunderstood and/or interpreted differently by sender and receiver. This affects the achievement of commonness of thought in communication.
d. Technical jargon: Using words or symbols that are peculiar to specialized fields such as medicine or applied sciences with recipients who have different educational and social backgrounds may cause misunderstanding of message.
e. Environmental Barriers: Symbols and innocent remarks may be given different meanings in abnormal environment.
f. Information overload: This happens when a person receives too much information within a limited time.
g. Noise: Effective communication breakdown is caused by different types of noise namely; physical noise, linguistic noise, biological noise, psychological noise, linguistics noise: semantic, grammatical, phonological, and so on.
h. Poorly expressed messages: Sender using too many assumptions and wrong encoding of messages that do not aid effective understanding.
Remedies for Communication Barriers
In order to reduce the incidence of these barriers (noises), the following should be observed:
a. Adequate preparation by senders will help in determining the purpose of the message.
b. The parties involved (both sender and receiver) should use similar and familiar symbols and language to achieve effective communication.
c. Organization should manage the amount of information that will reach one person at a period of time.
d. Management should have a clearly defined organization chart with short chains of command and spans of control.
e. Messages should be well constructed and encoded.
f. There must be adequate training of employees to acquire effective business communication skills.
g. An appropriate channel should be used to convey messages.
h. There must be an effective feedback device.
Conclusion and Recommendation
The paper thus concludes and recommends that, for an effective and efficient performance in business environment, organizations must embrace the following: clarity of ideas before communicating; better understanding of the physical and human environment when communicating; purpose of communication must be thoroughly analyzed; when planning communication, consultation should both be top down and bottom up, and all facts must be implicit and explicit; consideration should be given to the content and tone of the messages; all interested parties in communication should be encouraged to be good listeners; immediate actions must be accompanied and accomplished with communication; and lastly, effective feedback and follow up mechanism process must succeed effective communication in the modern business environment.
Acknowledgements
I am grateful to the Governing Council of the Institute of Business Diplomacy and Financial Management (IBDFM), for the rare opportunity giving to me to present a paper in her noble Institute.
I am also thankful to the Management of the Federal Polytechnic, Nasarawa, Nasarawa State, Nigeria, especially, the Acting Rector, Estate Surveyor Abdullahi Alhassan Ahmed, for the support to be here.
May I thank all that are here present, for listening to my presentation and also pray that, God will grant all of us journey mercies back to our respective homes.
Note on the Presenter
Jacob Olotu Paul-Beckson is Chief Lecturer (Professor) of English and African Literature (Comparative Feminism) in the Department of Languages, School of General Studies, Federal Polytechnic, Nasarawa, Nasarawa State, Nigeria.
He is the current Head of Department of Languages, the Dean, School of General Studies and the Chairman, Committee of Deans, Federal Polytechnic, Nasarawa.
In addition, he is the author of the book, Studies On Nigerian Female Novelists (2016).
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