Business Communication; definition, types, and characteristics

November 15, 2020
exchanging process

Communication is an exchanging information process between two or more people. Several techniques are in use to set up exchanges depending on the context. The purpose of business communication, as the name suggests, is to facilitate exchanges between employees and managers of a company. Business communication includes internal, external, editorial, events, and public relations communication. The human resources department implements it because the benefits of good communication within a company improve working conditions. The pattern to avoid is to have a broken dialogue between employees and managers and enter into crisis communication.

1. What is business communication and its importance?

Business communication is a very large field that we cannot define precisely. The metrics are too diverse and encompass many other areas of the business, such as marketing. In principle, however, corporate communication encompasses all communications carried out by a company. This is reflected both internally in the way we address employees and externally, whether the recipients are business partners, customers, or the media.

In the sense of a business identity, business communication should create a uniform image across all channels. The consistent communication strategy should also, for example, reflect the business culture and specify the type of conversation. The goal of business communication is to be able to control the effect as effectively as possible, thanks to a uniform communicative aspect.

2. What are the types of business communication?

2.1 Business communication; internal communication

Internal communication aims to put all the necessary actions to promote group cohesion and set up communication to work better together. Web 2.0 has enabled many companies to develop this aspect of communication; a connected company communicates a lot, and it can thus convey a positive image for potential customers or build loyalty. With successful internal communication, employees and managers feel more "close," which would allow them to understand better and meet each party's expectations.

2.2 Business communication; external communication

External communication aims at external service providers (suppliers, partners, potential investors, etc.), consumers (customers and prospects), etc.

Its purpose is to transmit information to members outside the company. It gives the positioning of the company in many areas. Its pricing positioning, for example, geographic area of intervention, the values it defends, etc. This external communication also allows the company to be heard from time to time on isolated events. In this case, small and large structures must take care of their external communication and prepare a communication plan to develop their image, reputation, and the development of their activities.

2.3 Business communication; formal communication

Formal communication is reasoned, planned, orderly communication that passes through the hierarchical channel. It is essential for decision-making.

2.4 Business communication; informal communication

While informal communication is spontaneous communication that does not respect any rule. It can be useful, but it is not required. Its informal character makes it necessary to control its accuracy.

2.5 Business communication; commercial communication

Communication is commercial when it aims to increase customers, promote a product, and enhance the brand image.

2.6 Business communication; institutional communication

A communication is institutional when it allows expressing the identity of the company. The organization then speaks about itself, its identity, its values, and its culture.

Related: The advantages and disadvantages of modern means of communication

3. Characteristics of business communication

The characteristics that define business communication are perfectly definable and are based on its correct use as well as on the objectives pursued. Therefore, they are established according to each company.

However, there are some objectives that must always be present, which are, in a way, transversal and independent of the context. The first is that the communication must be clear enough that the recipient can understand it. In fact, if it does not, communication becomes meaningless. Finally, if we should emphasize that good transmission and reception of the message always minimizes misunderstandings, which can generate a very bad atmosphere in a company.

4. What are the business communication jobs?

4.1 Communication manager

He sets up and coordinates the communication plan for his company or brand. Its versatility and adaptability are its main assets.

4.2 Advertising manager

The advertising manager is the interface between the advertiser and the agency. Mastering marketing techniques, good salesperson, responsive and creative, loving competition, and taking up challenges, he is on the front line in convincing the agency's clients.

4.3 Communication director

Its essential mission is to cultivate an image that guarantees its internal consistency and external dynamism. He sets up the communication plan. Versatile, diplomatic, determined, a fine strategist, he plays an essential role in the company.

4.4 Community manager

The community manager’s mission is to animate and federate his brand's community via social networks around a common interest linked to an identity, its products, or its values.

4.5 Press secretary

As his name suggests, the press secretary is in constant contact with journalists. Available, responsive, companies count on him to set up effective press relations by activating journalists' network.

5. Business communication examples

There are many ways a business can put its business communications strategy into practice. Internally and externally, company employees can effectively use business communication, whether by their own employees or those outside. Actions do not always have to be in writing.

5.1 Internal communication

  • Newsletter
  • Employee
  • Email
  • Mail Table
  • Staff meeting
  • Staff evaluation

5.2 External communication

  • Catalog
  • Email
  • Business letters
  • Press Releases
  • Press conferences
  • Assistance service
  • Publicity
  • Online content
  • Commercials
  • Social media presence
  • Brochures
  • Plenary assemblies
  • Meetings
  • Open days
  • Sponsorship

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