Methods and Forms of Business Communication
Communication is interaction of two or more unique and complicated systems in various contexts by means of various channels and media of expression. The characteristics of these systems in one communicative situation will differ from those in any other. That is why forms and kinds of communication may be classified according to various criteria (see Fig. 1.2).
It is obvious that the communication process in the real life comprises all complexity of the forms and types, their features strongly influenced by specific contexts and personalities of the communicators. We need its classification to determine similarity and difference of various phenomena, to put forward hypothesis, to simulate communication processes.
By its destination, two modes of business communication exist: internal communication, i.e. when communications take place inside the company, and external communication, when one of the parties does not belong to the organisation.
By the features of communication agents communication may be classified according to the various parameters of the subjects of communication:
r Inside the organisation:
o Face-to-face
o Group;
o Professional and qualification;
o Organisational;
o Equality/hierarchy;
o Status and social roles;
r Outside the organisation:
o Market position of the company;
o Development prospects;
o Stage of development;
o Life cycle of the company, etc.;
By the number of parties taking part in communication one can point out unilateral (one-way) communication (which, by itself, is not communication at all, and can be viewed only as a preparation, mental stage of the communication process), bilateral (two-way) and multilateral communication.
By the source of control over the communication process there exist formal (based on well developed, usually written instructions, manuals, guide-books, etc.) and informal (based on oral norms and rules) communications.
By the communication context the forms of the communication may be classified according to the specific conditions and circumstances in which the systems communicate.
According to the purpose of communication we may distinguish between:
r Serving the activity;
r Settling the work dispute;
r Persuading a partner;
r Getting information from a partner;
r Socialising.
These purposes are phrased rather generally and depending on a particular situation they may be explicit and implicit, conscious and subconscious, having a specific expected material, informational and emotional result in mind. The purposes of communication may be fair or dishonest, manipulative, egoistic and fraudulent.
By the object of communication we may point out joint activity, exchange of feelings, information getting.
By the medium of expression there exist: communications using various means of communication - verbal and non-verbal – and those using various communication channels – oral, written, non-verbal, formal, informal, downward, upward, horizontal, technical, electronic.
Verbal or spoken communication includes informal staff meetings, planned conferences, and mass meetings. Voice and delivery are important. Informal talks are suitable for day-to-day liaison, directions, exchange or information, progress reviews, and the maintenance of effective interpersonal relations. Planned appointments are appropriate for regular appraisal review and recurring joint work sessions. Planning for an appointment includes preparing, bringing adequate information, and limiting interruptions. Telephone calls are used for quick checkups and for imparting or receiving information.
When writing for business purposes, we may be communicating with individuals or groups of people within the company or with outsiders (customers, suppliers, officials, advisors, etc.). Written communication should be used when the situation is formal, official, or long term; or when the situation affects several people in related ways. While at work we are supposed to write forms, instructions and recommendations, reports on problems and/or their solutions, statements of company’s plans and objectives, information on production processes and so on. A great deal of this communication will be in the form of correspondence, but some of it may be electronic in form, e.g. email, facsimile copying, or telex.
Interoffice memos are used for recording informal inquiries or replies. Letters are formal in tone and addressed to an individual. They are used for official notices, formally recorded statements, and lengthy communications. Reports are more impersonal and more formal than a letter. They are used to convey information, analyses, and recommendations. Written communications to groups include bulletin-board notices, posters, exhibits, displays, and audio and visual aids.
Teams using information technology have access to information, share knowledge, and construct documents. Meetings take place electronically from multiple locations, saving the organization's resources in both the expenses of physically bringing people from different locations together, and the time lost by employees travelling. Teleconferencing is simultaneous group verbal exchanges. Videoconferencing is group verbal and visual exchanges.
Figure 1.2. Methods and forms of business communication
(adapted from D.Whitehead, G.Wighthead. English for Business. - Oxford: Made simple Books, 1995. - p. 12.)
Communication and the need to exchange information are no longer constrained by place and time. Email, voice mail, and facsimile have facilitated communications and the sharing of sharing of knowledge. Email is the computer transmission and storage of written messages. Voice mail is the transmission and storage of digitized spoken messages. Facsimile (fax) is the transmission of documents.
To add to the typology mentioned above, we can also classify communication as
- conscious and subconscious (degree of awareness),
- long-term, short-term, recurrent and sporadic; or real-time (oral communication, telephone, electronic systems) or delayed (written information, facsimile);
- complete and incomplete.
One can take into account the sender’s attitude to the receiver and classify communication as communication-absence, as ritual, friendly and sympathetic, formal and business-like, playing with the partner, hostile, inimical, intimate.
We do not consider the above-mentioned classifications exhaustive, yet they demonstrate how complicated, systematic and diverse the communication is.