EFFECTIVE business or not, goes beyond just

EFFECTIVECOMMUNICATION – A KEY TO BUSINESS SUCCESS INTRODUCTIONEvery entrepreneur or businessman desires tosee their enterprise grow into a successful business entity. However, in orderto achieve this goal, an entrepreneur has to take into consideration a numberof important factors such as effective communication, qualified humanresources, financial resources, prudent management/leadership, technology etc. This essay will focus on the importance ofeffective communication in contributing to business success.

According to Grunig (2006) effective communicationis a key ingredient to the growth and success of a business, especially as itrelates to the key management functions of planning, organising, motivation andcontrolling. Grunig, (2016, pp 3-18) describes effectivecommunication as: ‘‘Atransfer of information, thoughts or ideas to create shared understandingbetween a sender and a receiver. The information may be written or spoken,professional or social, personal or impersonal to name a few possibilities ’’.Further, due to the fact that businesses areaffected and impacted upon by many elements, it is essential therefore, thatbusiness owners adopt a holistic approach in the process of managing theirbusinesses to ensure sustainable business success.As I endeavour to explore the concept ofeffective communication in enhancing business success, I will do so byexamining the following subjects: the goal of effective communication, types ofcommunication, principles of effective communication, importance of effectivecommunication, and the need for effective communication to take a holisticapproach.Goal of communicationThe goal of communication in general is to exchangeinformation between two or more parties. However, effective communication,whether in business or not, goes beyond just mere exchange of information. Communication is deemed successful when boththe sender and receiver understand the same information.

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Without thisunderstanding, a message can turn into error or frustration by beingmisinterpreted or poorly delivered. Therefore, clarity, precision, accuracy arefundamental factors to consider as well.To the contrary, effective communicationrequires two or more parties to engage in a cycle of feedback that shapes theirnext actions.

Richard (2015) points out that for professionals to remainproductive, communication should include a specific call to action, backed upby persuasive evidence that reinforces the desired outcome.  Types of communicationAccordingto Allen and Griffeth, (1997) communication comes in different forms such as Output-basedcommunication (all form of speaking and writing), Input-based communication(listening and reading), Nonverbal communication (physical behaviours such asgestures and body language) etc. However, it is important to note that not all forms of communication areapplicable to every situation. Therefore, it is important for business housesto ensure that the right form of communication is used in a particularsituation. For instance, some forms internal communication may not beapplicable when communicating externally.

Principles of effective communicationIn order to achieve effective communication,the content, process and context of the message must be given seriousconsideration and these are the elements that constitute the principles ofeffective communication.As pointed out by Keyton, (2010) if communication is to be effective and contributeto business success, it must ensure that the spoken and written words arecombined into phrases that make grammatical sense, which constitutes thecontent of a message. The process, which is the way the message is deliveredi.e. the nonverbal elements in speech such as the tone of voice, the look inthe sender’s eyes, body language, hand gestures and state of emotions (anger,fear, uncertainty, confidence, etc.) is equally significant.

However, these twofactors are not enough in themselves if the context is not taken into context,i.e. the situation or environment in which your message is delivered.The importance of effective communication in businessCommunication plays fundamental role in allfacets of a business be it in the internal or external environment. Accordingto Cheney, (2011) the ability to communicatewith people both inside and outside an organisation is a key characteristic fora successful business. Thus, it can be said that effective communication is thebuilding block of an organisation.

The importance of communication is notsurprising therefore, when you consider the staggering amount of time peoplespend communicating on the job. One study, published in Business Outlook, basedon the responses from over 1000 employers at Fortune, 1000 companies found thatworkers send and receive an average of 1798 message each day via telephone,email, faxes, papers, and face-to-face communication.Pauley,(2010) believes that effective communicationstrengthens the connections between a company and all of its stakeholders andbenefits businesses in numerous ways such as stronger decision making andfaster problem solving; earlier warning of potential problems; increasedproductivity and steadier workflow; stronger business relationships; clearerand more persuasive marketing messages; enhanced professional images for bothemployers and companies; lower employee turnover and higher employeesatisfaction; ensures transparency; and better financial results and higherreturn for investors.Therefore, the contribution to businesssuccess made by effective communication in an organisation can only bedetermined by measuring the results i.

e. the outcomes. The need for effective communication to take a holisticapproach Businesses do not operate in a vacuum butinstead, they operate in a dynamic environment. This environment is dividedinto the internal and external environments and is what forms the concept of aholistic business approach. Suffice to point out that both environments play acritical role to the business success and therefore, they both deserve equalattention.

The internal environment relates to what goeson inside the organisation, such as the way employees communicate amongstthemselves i.e. interdepartmental or intradepartmental communication, theprocesses and procedures that are used etc., while the external environmentrelates to what goes on outside the organisation for instance the communicationthat goes on between the organisation and other stakeholders outside of theorganisation such as regulatory bodies, suppliers of goods and services,customers, contractors etc. If there is no effective communication between anorganisation and its external environment, such a situation has the potentialto negatively impact the organisation.A holistic communication business approachtherefore helps in transferring messages from one person to another, there bytaking into consideration the whole system and not just its constituent parts.Holistic communication therefore aims at applying systems thinking tointer-personal communication.

ConclusionEffective communication can be said to be thebuilding block of a successful business, and this cuts across the size andnature of business. Therefore, using effective communication in businessplanning, organising, motivation and controlling can contribute significantlyto the success of the business. It is for this reason that business housesmust ensure that their employees acquire communication skills through capacitybuilding as well as investing in technological advancements that are aimed atenhancing effective communication. However, it is equally important to take intoconsideration the holistic nature of business as business houses try toendeavour to enhance effective communication for business success


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