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EFFECTIVE COMMUNICATION, LIFEBLOOD OF BUSINESS
MELISA H. ARATIA
As Robert Kent puts it, “In business communication is everything.” It covers the entirety
in business from simple to major transactions. Communication plays a vital and significant role
in business as according to Kotler (2006), communication is the means by which firms attempt
to inform, persuade, and remind consumers – directly or indirectly – about the products and
brands that they sell.
Moreover, Blalock (2005) sited three reasons why good communication is important to
individuals and their organization. According to the latter, (1) Ineffective communication is
expensive. Whenever misunderstanding and miscommunication occurs, the flow of the business
may hamper. There may be some transaction delays, postponement of meetings, and the like that
already incurred cost. (2) The changing environment and the increasing complexity of the 21st
century workplace make communication even more important. The demand of the competition
requires every business firm to cope with. Managers need to compete with the new era of
businesspersons with modernized idea and strategies. (3) The world’s economy is becoming
increasingly globalized. Investors from other country become more interested to capitalize on
firms that can compete internationally, given the fact that internally; effective communication is
observed that it reflects on the image they represent. In order to achieve such, a firm should
competently maximize effective communication.
An effective and efficient communication system requires managerial proficiency in
delivering and receiving messages according to Management Study Guide (undated). Within the
organization there are barriers to communication that managers should address, analyze the
reasons of its existence and take preventive steps to avoid such problem. It is the latters’
responsibility to maintain and develop an effective communication structure within the
organization. If an effective communication is observed, businesses will prosper. As according to
Alyssa (2006), the ability to communicate and communicate well is one of the biggest factor of
success. Further, according to Anderson (2013), that success in business is greatly impacted for
better or worse by the way in which we communicate. The inability of managers and employees
to communicate clearly leads to more problems than anything else in business (Hull, 2015).
Within the business, productivity increases when employees are satisfied with their jobs and with
the level of communication they receive from management (Ray, undated). When effective
communication is applied within the organization it has a direct impact on the morale of the staff,
which will ultimately affects productivity. There is an exchange of ideas, opinion and feedbacks
regarding operation and management. Through this, staff and employees will be able to express
their insights on a specific issue. When the management appreciates the accomplishment of the
people working as one to achieve common goal, employees will respond positively. In the
business world, production alone cannot save the entire operation, it needs to cover also the
marketing, promotion, advertisement and the like that would allow firm to relay the information
like its benefits at the same time allow the consumer to know if it is appropriate for them to use.
The objective here is to create a business value, a value not only for the profit generated by the
firm, but also its value for customers who use or consume the product with satisfaction.
How effective the business communication system is, will reflect on the overall
performance of a certain organization. Thus, it serves as the building block of a successful
organization and acts as organizational blood (Management Study Guide, undated).