Importance of Business Communication for Achieving Success

This document discusses the importance of business communication in achieving success. It covers topics such as advertising, public relations, marketing, internal communication audits, and communication strategies. The document provides insights into the goals and strategies of business communication and how it can contribute to the overall success of an organization.

Business Communication
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Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
PART 2............................................................................................................................................7
PART 3............................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Communication refers to the process where two or more than two persons exchange or
transmit their thoughts & ideas between themselves. It is exchanges of ideas, opinions, facts or
emotions between more than two persons. They exchange ideas for understanding and
exchanging ideas for achieving the desired results or effects in behaviours of persons. It is two
way method of exchanging ideas plans, feelings, instructions, command and suggestions for
influencing attitude towards objectives of the organisation (Popescu and CRENICEAN, 2016).
Present study is based on business communication for achieving success. Report consists of three
parts defining the objectives of business communication. The first part will be defining about the
importance of advertising marketing and the public relations in business. The part two covers
internal communications audits for business and part 3 about the analysis of films using the
process of communication strategies.
PART 1
a) Compare and Contrast Advertising from public relations as per the structure goal, efforts and
explain how it relates to sales.
Advertising, public relations and marketing are considered the important external
component of business which directly influence within organization to increase productivity and
profitability in global marketplace. these are important components in term of corporate image,
brand, reputation.
Advertising Public relation
Meaning It is based on technique that
drawing the public attention to
product and services. the
method is considered as paid
announcement among staff
members (Du-Babcock and
Chan, 2019).
It is based on the practice in
term of strategic
communication. Its primary
aim is to build a good
relationship between
organization and public.
Media Advertisement technique is
mainly used for purchased.
Public relation is helping for
organization that will earn
something good for business
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development.
Focus on It is mainly focused on the
promotion of product as well
as services. The aim is to
induce the intended audience
who are willingly to buy
particular product.
Public relation is mainly
focused on the organizational
reputation, brands. It is
maintaining the positive image
of organization through media.
Control The organization has full
control over the
advertisement.
The organization can pitch the
story but they have no control
over.
Communication Advertising is a type of
marketing tool that draws
public communication towards
product, company and
services. it can be used
communication channels
Public relation is a strategic
communication tool that use
various channels to establish
favourable relations with
company.
Goals The goal of advertising is to
create awareness of brands,
products, ideas and services.
On the other hand, it provides
announcement of new
products and program. In this
way, it can educate people
about the benefits of
established item.
The goal of public relation is
to create, protect and maintain
the organization’ s reputation.
In order to enhance the
business goods and services.
by using marketing tool.
Relate to sale Advertisement is a function of
marketing which involves the
getting products on the basis
of customer idea. Advertising
help for increasing the sales
whereas enterprise client close
Public relation is considered
as financial whereas sales
involves to exchange the
money. Communication plays
important role in the area of
sales which involves a great
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to the deals. deal with formal
announcements.
Table:1
b) Comparatively between two and identify that which should be more important.
In above discussion, it has differentiated between the two different concept such as
Advertising from public relations, both are important part of organization to improve overall
business capabilities and abilities. In order to achieve the organizational goals.
Public relation is an essential part of business in terms of strategic communication. It also
used the different type of distribution channels which are favorable to create relationship
between potential consumer and organization. In the practices, it will improve the positive image
and reputation of organization in the eye of consumer (Lee, 2019). The public relation will help
for identifying need and requirement of customer. Afterwards, they can provide an efficient
goods and services. The tactics must be used in the public relation through social media, featured
stories and distribution channels. It concluded that public relation is related to the advertisement
for promoting new product details and build a strong coordination.
a) Compare and contrast intended strategy, realised strategy and emergent strategy where how
they are same or different.
Strategic planning is usually in the form business plan which is key aspects of creating new
venture.
Intended Strategy Emergent Strategy Realized Strategy
 An intended strategy is
mainly dealing with
the intention of
organization and hopes
to execute market-
based task.
 An emergent strategy
is implemented by
identifying the specific
result from execute
strategy (Nikolenko
and et.al., 2019).
 The realised strategy is
that actually follow
within organization
because it is based on
the product of firm.
 Intended strategy will
be used top-down
approach for
 Emergent strategy will
be implemented
bottom-up approach.
 Realized strategy is
mainly used the top-
down approach in the
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management purpose. business.
It is a type of rigid approach in
the business management and
also considered to be less
flexible (Kelly and
MacDonald, 2019).
 This type of strategy
has favoured by
various enterprises
practitioners because
of their high flexibility.
 This type of strategy
has focused on the
business operations
and function. It always
maintains the
flexibility in task
management.
Table:2
b) Determine a company that went through different strategies and also explain in the phase
which may lead to transition from intended to realised.
Many organization that went through different strategies such as intended, emergent and
realised strategy. When enterprise will be explaining the phase, which lead to the transition from
intended to realised.
The firm begin by pursuing their plans through intended strategy but it has raised the
opportunities over time that can lead firm in different direction by using emergent strategy. in
this way, it can be identified that intended, emergent each contribute to the business realized
strategy. it helps for identifying the detects within current business scenario.
Intended Strategy Emergent Strategy Realized Strategy
McConnell primarily inspired
with the business and then
decided to give out perfume as
gimmick.
The perfume McConnell
provide the popular books and
inspired with the perfume
company.
The perfume company has
changed the name and directly
used marketing system
through online.
Afterwards, it will be used the
cable television network and
focused on the events.
The network become
successful while ESPN
branches across the world and
broadcasted (Nikolenko and
et.al., 2019).
ESPN build as worldwide
leader in terms of sports. It
promotes the various ESPN
affiliates and production radio,
broadcasting.
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Table:3
PART 2
A) Audit of Communication flow in Janitorial Services Department
It is important to define the flow of communication in an organisation. Communication
audit is important for ensuring that the messages and information is flowing accurately within
organisation. The steps involved in determining communication flow within the Janitorial
Services Department.
Step 1 – Determining the scope.
The first step is of determining the scope of audit, it gives more accurate information
about the corporate business strategies. The scope will help in planning the audit process of
company. The department, activities and processes that will be audited of organisation. Proper
planning will make the audit effective.
Step 2 – Collecting and evaluating past communications
The past communications of janitorial department will be recognised in the business. All
the printed and digital informations conveyed will be gathered for identifying whether the
information conveyed is right, what was the target audience, was in concentrated to employees,
re-communications made for clarifying the messages (Siddiquiand et.al., Cisco Technology Inc,
2017). In this step the broader messages reinforced, and the variety of communication channel.
Permission to employees to access information at later time. This will provide important data
regarding the process and structure being followed in Janitorial department.
Step 3 – Collecting insights about stakeholder and employees
The step involves collecting information from people receiving content like employees or
those who are creating content like stakeholders. One on one interview will be conducted for
more clear and accurate information. The step will be providing information about how the
process is flowing within the organisation to its employees and other stakeholders. This will help
the auditor in getting the actual insights and what issues are being originally faced by them. The
flaws of communication process will be more properly identified by the business. Auditor will
also analyse the feedback mechanism that is being followed in organisation.
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Step 4 – Identifying the feedback
Auditor under this step will be identifying the feedback process. It is not possible to take
feedback from all the employees engaged in communications. In such conditions auditor of
Janitorial department will be engaging cross sections of employees in communications (Quiroga,
2018). It will be identifying multiple levels, functions and the locations of business. The systems
followed in the department may be different.
Step 5 – Defining the landscape
This is a crucial step as it involves finding context of the known resources, facts and
constraints. The landscape will cover goals or objectives of employee communications, what
should be the channels, the communication structure of employee, the dedicated resources of
company, the focus audience in the communication and the appoval process from seniors to the
employees, and flow between stakeholders. This steps will be providing the company about the
structure to be followed in organisation for making the effective communication channel.
Step 6 – Conducting SWOT analysis
This will be providing auditor the strengths and weaknesses of communication channels
and structure in organisation. It could be quite complex process to identify the communication
channel and its effectiveness. Identifying the strengths and weaknesses of employees will be
providing auditor the map to come for business. This will enable to improve the strengths and
taking corrective measures for the weaknesses.
Step 7 – Planning for the future communications
After carrying out SWOT and preparing landscape, it will be providing the company with
important recommendations for improvements. At this stage auditor is required to take objective
decisions and should be strong over its decisions. The changes will be suggested to Janitorial
Department for making the communications more accurate and effective. Restructuring the
communication channels so that the information is understood in the same manner as it being
conveyed.
B) Identification of issue
Audits are being conducted for improving the outcomes and results. It also identifies the
problems being faced and builds strategic thinking & the communication and the management
skills. Audits will helps Janitorial service department in making informed, messaging decisions
and the opportunities for making business a success. The communication being flowed in
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organisation is having various flaws. The communications were incomplete they did not
involved the actual data and figures for making the decisions. This were causing the Ms Lebig to
clarify the communications. Further the feedback process is also not adequate, it is being
addressed by cleaners and janitors instead of the managers of the business. One communication
channels should be there for addressing the feedbacks. Multiple channels make this cumbersome
and ineffective. The company is not having effective communication channels and also the
communication structure is ineffective. Feedbacks should not be addressed by lowers level
employees but by managers who properly understand the issues and clarify the messages. The
interactions identified that spot responses are not taken for identifying whether the messages are
being understood properly and accurately and in the same context (Vermeir and et.al., 2018).
There should be proper and complete restructuring of the communication process. There should
be separate channel for communication with employees, managers and for responding to the
feedbacks. This will help the Janitorial services in having complete information and conveying
complete information and confirming them via phone calls or emails.
PART 3
Film analysis through communication strategies process.
Communication is based on the exchange of information between sender and receiver. it is
primarily used to establish the coordination with one or more people. Nowadays, technology has
changed completely which important for people to take into account where how they relying data
(Nikolenko and et.al., 2019).
British Airways is basically used internal communication which recognized increasingly
power of leader within enterprise. In particularly, services business while established the
communication as contributor in the system design. As per scenario, it has addressed the goals
and objectives of organization in terms of performance, partners, customers. It has chosen three
goals such as:
 To deliver the outstanding services for potential customer at every touch point.
 To improve the leading position of business in London.
 To grow the presence in different cities.
These are different goals of British airways that relates to each other in terms of statement in
video. The corporate video has shown the communication tools which reflecting the business
goals and objectives.
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Goal:1 To deliver the outstanding services for potential customer at every touch point.
Customer
 It provides an equal treatment of individual client and respecting to add personal touch to
make feel valued.
 The communication tools such as online website, application which are reflecting on the
business goals to keep promises and deliver better services.
Performance
 It can be implementing innovative concept for increasing visibility of client towards
business.
 It helps for increasing overall business performance and efficiency.
Partner
 The business partners are coordinated with each other and follow specific norms to
handle demand of customer.
Goal:2 To improve the leading position of business in London.
Customer
 It should set up the specific standards as a marketing tool for identifying the demand
through organization.
 It directly coordinating with the client for resolving their problem and issues.
Performance
 it needed to understand the communication channel and how they effective to inspire or
motivate customer towards organization.
Partner
 It has made corporate social responsibility policies where both partners work together and
handle business challenges.
 The partners are doing right things for specific perspectives while consider maintain
position in global marketplace.
Goal:3 To grow the presence in different cities.
Customer
 The organization continue change the business style in different cities while establishing
a good interaction.
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 By using communication and training program for providing awareness in the business
enhancement.
 It helps for providing the better facilities and services to customers.
Performance
 It is changing the operational performance while growing business in different cities.
Partner
 It should develop the sustainable relationship with partners and supply better status.
 The partners are implementing the different policies and procedures to grow business in
other countries.
In above discussion, it has summarized about the effectiveness of multiple communication
channel that mainly used in video representation. It always added more and more information
about the business privacy policy, discount, offers etc. these types of important details inspire or
motivate the potential customer (Nikolenko and et.al., 2019). In order to increase the visibility
through communication channels and tools. It also understands that communication tool plays
important role within business growth and development. it influencing potential client to choose
or select the best services, after investigation through communication tools.
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CONCLUSION
From above discussion, it has summarised about the three parts which defining the
objectives of business communication. The first part will be defining about the importance of
advertising marketing and the public relations in business. Furthermore, it is covered the two
internal communications audits for business and part 3 about the analysis of films using the
process of communication strategies.
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REFERENCES
Book and Journals
Du-Babcock, B. and Chan, A.C., 2019. A Commentary on the Use of Simulated Settings in
Business Communication Research. International Journal of Business Communication.
p.2329488419878863.
Kelly, S. and MacDonald, P., 2019. A look at leadership styles and workplace solidarity
communication. International Journal of Business Communication. 56(3). pp.432-448.
Lee, S., 2019. Integrating Rhetorical Criticism into Business Communication as an
Interdisciplinary Approach. Business Communication Research and Practice. 2(1). pp.5-
12.
Nikolenko, O.V. and et.al., 2019, March. Parcelled phrases in the aspect of business
communication. In IOP Conference Series: Materials Science and Engineering (Vol.
483, No. 1, p. 012106). IOP Publishing.
Popescu, M. and CRENICEAN, L., 2016. Organizational Communication Audit-Plus Value in
Business. Quality-Access to Success. 17.
Quiroga, S.R., 2018. Communication and management. The construction of the Communication
Audit. CUICIID 2018. p.331.
Siddiqui, T.A.,and et.al., Cisco Technology Inc, 2017. Unified communication audit tool. U.S.
Patent 9,569,539.
Vermeir, P., and et.al., 2018. Communication satisfaction and job satisfaction among critical care
nurses and their impact on burnout and intention to leave: A questionnaire
study. Intensive and Critical Care Nursing. 48. pp.21-27.
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