Importance of a Communication Strategy by Stan Mack Communication strategies foster effective information sharing.. Every Organization has its own objectives and to obtain such objectives communication is required in each and every moment. Coordination: Coordination among activities of different departments is highly essential   to active the predetermined goals.
Motivation: Because of internal communication, all levels in an organization work properly to achieve the organizational goal. Job Satisfaction: Employee dissatisfaction has negative effect on job performance and therefore causes of dissatisfaction are to be identified and removed.
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The following steps can help to overcome communication barriers in business that are affecting business enterprises. In the business environment nearly all individuals within an organisation will belong to one or more groups or teams.
CMI is also an awarding body, providing a qualifications framework which sets benchmarks for performance within businesses.
Below are external web links provided by Chartered Management Institute in relation to their business activities. Subscribe to our newsletter for current business news including lesson plans and activity ideas. If you learnt more about Using teamwork to build a better workplace from this Chartered Management Institute case study, why not share it with others? This page and contents, ©2016 Business Case Studies, is intended to be viewed online and may not be printed. Both internal and external communication is equally important to run the business properly. Lack of control causes misuse of resources.  Such control can be possible if there is effective internal communication. Communication Barriers in Business Change in organizational structure: Business concerns in Bangladesh should design flat structure which has few hierarchical levels. A team is a set of people with a range of different skills who will ideally have objectives that contribute to the overall corporate strategy of the business. This case study illustrates how CMI, by training managers and leaders, supports the work of effective team-working within the workplace. Teams provide an opportunity to share ideas and strengths and use a variety of viewpoints and experiences. Whether we recognize it or not, we have no option but to communicate.Then we here stands for all things living. Internal communication is especially important because it links the day to day operation of a business. It has been providing advice that supports individuals and businesses for more than 60 years. This advice focuses on developing management skills and leaders in the special role that they have in motivating and inspiring others at work.
Corporate organizations which, after all, consist of the human element, use information- based systems like Management Information System (MIS), Decision Support System (DSS) and Strategic Information System (SIS) to run businesses successfully.This is what communication is all about. A poor communication strategy allows for information blockages, making it hard, for example, for managers to monitor employee performance or for employees to understand orders from management. Communication is essentially the ability of one person to make contact with another and to make himself understood.Since man is a social animal, it is vital that he express his feelings and emotions, receive and exchange information. It is here that communication comes into play.In case of organizations, it becomes even more important as people working in different departments have to achieve common objectives.
The working of inter-personal relationships is possible only through communication.Apart from binding its various components internally, communication is what links an organisation with the external world. It is only through communication that ideas, information, attitudes or emotions get conveyed from one person to another.At the individual level also, effective communication skills are responsible for success.
It includes both, the act of communicating as well as the message to be communicated.Attempts have been made by different authors to define communication. For example, a small business owner might want to monitor her factory’s performance to ensure enough product is on hand to meet customer demand, but not so much that her company must pay unnecessary storage costs. So the objective of her communication strategy is to ensure the information she receives from her employees is current and accurate, which will allow her to control the rate of production effectively.
For example, she must specify what production data she wants from her factory workers, as well as what consumer-demand data she wants from her sales team.
Terry“Communication is the transmission of information, ideas, emotions, skills, etc.
Further, she doesn't want to read dozens of reports each day, so she’ll ask a manager from each department to provide daily summaries that allow her to make informed decisions. Clearly, instituting this communication strategy will involve careful planning and delegation. Business owners must maintain and monitor their organizations to ensure communication channels are clear. For example, the factory owner will have to design training programs for new hires to ensure they understand what types of data she expects from their department.
Otherwise, staffing changes could result in a communication breakdown, jeopardizing her ability to fine-tune production. The components of a society are into a relationship of sharing, be it information, feelings or emotions.The same holds true for business communication. It involves the effort of people to get in touch with one another and to make them understood. It is critical to the-success of any organisation and has a very significant impact on the ultimate effectiveness of the whole organisation.


Communication is a means by which behaviour is modified, change is effected, information is made productive and goals are achieved.Business communication can be internal when it is directed to persons within the organisation such as superiors, co-workers or subordinates.
Business communication can be external when directed to customers, suppliers, government, public, etc.Effective internal communication works towards establishing and disseminating of the goals of an enterprise, evolving plans for their achievement, organizing human and other resources in an efficient way.
It helps in selecting, developing and appraising members of the organisation, in motivating and encouraging people to put in their best, and in controlling their performance.Growth in the size and multiple locations of organizations require keeping in touch with employees spread over different states of a country or over different countries. Sending directions and getting feedback from them would be possible only through effective communication.Rapid technological advancements deeply affect not only the methods of work but also the composition of groups.
In such a situation, proper communication between superiors and subordinates becomes very necessary.External communication relates an organisation to the environment outside. With the passage of time, society has also become increasingly complex and businesses more global. It is no longer a management-decides-and-workers- follow kind of working pattern.Participative management has become the watchword. Their growing importance can be judged by the tremendous surge in the sale of books on these subjects.The essence of all the writings is that we change the way of looking at human nature.
Communication is the only way to meet the challenge and to strengthen the relationship between superiors and subordinates.
In this era of the global marketplace, the competition is really tough, and companies are under constant pressure to attract clientele and to perform. He wants to get his opinions, ideas, facts, thoughts or information across to the receiver. These thoughts have to be converted into suitable words, pictures, charts or symbols so that they can be delivered to the receiver.This process of converting thoughts into suitable words, charts, symbols or any other form in which they can be understood by the receiver is called encoding.
The choice of the method of communication is made here – will the message be verbal or non-verbal?Channel:How does one communicate?
The channel can be a letter, an email, a fax, a telephone or memos, reports, bulletins, posters and manuals.The choice depends on the relationship between the sender and the receiver as well as on the message that has to be communicated. Thus, in feedback, the receiver sends his reply or response to the sender, indicating that he has understood the message received. And how to avoid such barriers?Good organizers of communication need to anticipate the barriers and remove them.
The barriers range from a poor microphone to an emotional attitude that rejects the message before it is received (e.g.
Also, if the listener is too far from the speaker, he may not be able to hear him, in which case distance is the barrier. Similarly, the time taken for the message to reach its destination can become a barrier, e.g. Some background knowledge is required to understand certain messages.(d) Where they understand faster boys are more outdoors oriented while girls tend to take a major interest in housework. While roving is a natural tendency of the mind and the attention span of a listener is limited, there may be other causes of inattention too.
Such a person may not be receptive to the ideas counter to his ideology.(g) Loyalty to a brand or an organisation is also a barrier.
They may also find it difficult to communicate soberly with a person who has not contributed to his anger. A liberal education is meant to remove irrational notions which stay on as prejudices.(j) Personality limitations, too, put a barrier. These are similar to ideological barriers, as some personalities are naturally attracted to certain ideologies. One bent on getting into a job for livelihood may not listen to the advantages of entrepreneurship.(k) Fixed images about other people stand as barriers to see them in a new role.
A comedian coming in as a hero of a film may not be acceptable to an audience which sees him typed in comedy roles.(l) Poor retention power is a barrier.
If one fails to take timely notes when instructions are given, hoping to remember them all, one has perhaps given away a part of the communication.iv. The context changes the meaning of the word.One has to ask, is the word conveyed in its proper context?
Words are indeed so tricky to use that one can hardly ever convey the same thing to all receivers in given words.The words generate different meanings in different minds, according to their previous associations and language levels.
Literary texts, created by master writers and read by expert critics, are continually open to reinterpretations. A good communicator takes the trouble of removing all ambiguity and wrong coloring of words.
One may want to say that students of a particular college are rowdy, but in order to avoid naming names, one may abstract and generalize, and put the blame on college students as a whole. Also, when idioms are meant to be understood in the idiomatic sense but are taken in the literal sense. The American accent is insufficiently understood in India while Americans may have a hard time making sense of Indianised English.Inadequate vocabulary in a new language is a handicap to communication.
What the speaker means is an MLA, but the listener may try to associate the word with a mango and get nowhere.Symbols (non-verbal) create the same problems as languages. A candidate from a modest background may be awestruck to see the glitz and glamour of a multinational company where he has to appear for an interview.Cultural barriers are a special case of collective psychological barriers. A culture brings its own habits, modes of dressing, greeting, eating, food preferences etc. Only then would they be able to do business with eastern countries.This advice can, in fact, be universalized. Media power which the English speaking countries enjoy tends to give them a false sense of universal acceptability of their culture. In Indian business, it is a grassroots reality that Indian words and Indianisms are freely used.
Exposed to native speakers of English, Indian businessmen are often at a loss.Resistance to the written word exists as a barrier.


Letters remain unreplied while personal visits or telephone calls serve the purpose.A proper understanding of the nature of barriers helps us to arrive at a solution.
The boss needs to show understanding.One may develop a better listening capacity by systematically testing oneself on listening comprehension.
Simplicity:In practical life, most communication has to be simple, direct and without ornamentation. Use of feedback:The sender or originator of a message should prepare himself to receive the feedback. Then he knows what reaction the message is producing in the target audience.If a new product is launched, surveys may be conducted to know how people feel about it. Listening with understanding:When you are at the other end of the communication, you have a responsibility as a listener and receiver of messages. You have to keep an open mind and receive the message without criticizing it, approving it or disapproving it until you have heard it folly.Good listening requires patience and self- discipline. That is why listening is called an art.Also, while listening you have to make mental (or written) notes of the message. Then, at the end of the listening session, you can have a ready summary of what the speaker said.5. An environment conducive to communication:An environment of trust needs to be created for effective communication to take place. For example, the audience may not be properly introduced to the credentials of the speaker. Non-verbal communication:Your gestures and posture must be in harmony with the spoken message.
Talking in a mixed gathering, he has to be especially careful that he does not generalize or stereotype individuals or groups.If, for example, some smokers are present in a gathering, he has to exercise care in making remarks about smoking. The use of unconventional and technical words should be cautious, and sometimes they need to be explained.The same goes for short forms which are too numerous these days, with new ones coming into circulation every day. In the case of communication, we have a number of theories mainly presented as models for an easier understanding.From the ancient Greek philosopher Aristotle to twentieth century scientists, many have proposed models of communication. The messages affect both the sender and the receiver.(iv) Communication serves numerous purposes for different parties that directly or indirectly participate in it. As for the source, we need to be aware how much the source knows, his attitude, his communicative skill and his cultural context.II.
In the event of a major variance between source and receiver, communication may fail.Berlo says that communication is ongoing and dynamic.
A piece of communication is a bucket with many bits from many sources – and this bucket is dumped on the receiver. It was considered that encoding and decoding are the vital acts and need the most attention.4.
This theory asks us to consider the inequality among classes, castes, economic and social groups.
Communication is a reflection of the power-relation in a family, a factory, or between senders and receivers of mass communications.8. Indian communication theory:Indian sage Bharat Muni has written on Indian poetics, and calls sadharanikaran the key process in communication.
Sadharanikaran does not mean to persuade the other party, but stresses the joy of sharing.In the Indian tradition, communication is a mental search for meaning whose aim is self- knowledge, freedom and reaching the Truth.
The Islamic theory considers communication as a tool of building relationships in a community. The general manager may be the one to receive and address a complaint to the sales manager. Antony has to gain sympathy for Caesar and create antipathy for the killers.He starts by befriending the listeners.
He then makes an ironical remark about how people forget the good in others (here Caesar), and partially praises the murderers! Antony manages to reverse the mob opinion against the murderers and gets the Romans to hunt for them.This is a masterpiece of persuasive communication based on common human psychology.
He starts with an appeal to the values which the audience likes even if he has to create new values.The audience may like the virtue of economy (limited spending), yet the businessman may play on human psychology to sell luxury goods that simplify life and make it comfortable.
One develops an insight into human psychology and eventually masterly understanding of human nature.(i) Better selections for reading and a good reading speed help the individual to commune with great minds, skip the irrelevant and acquire an idea bank of his own. Self-review:Every day and from time to time, he reviews his speech and actions and tries to find out where he has gone wrong or fallen short. Good management of time:He manages his time well, beginning with his hours of waking up and going to bed.
Building up courage:A self-improvement fan tries to overcome his fears, whatever they may be, by meeting situations head-on in a planned manner. Humility and gratitude:Newton pronounced that even with his unequalled place as a physicist, he had just a pebble on the shores of knowledge. He needs to hitch his wagon to the stars (keep a high aim) and do some motivational reading. He needs to take a course in grammar and go to a handwriting workshop.Since he is a borderline case for becoming a CA, he has to remove his fears and develop confidence through test series. At the same time, family successes in accountancy should be used to learn the practicalities.



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