Communication can be defined as the process by which a message is exchanged from a sender to a receiver. It can be either internal or external. Internal communication is the one one done within the business, and external is the one done outside the business. Internal communication is very important as it ensures that all employees follow the same goal, and it is also used to motivate employees to increase productivity. Examples of internal communication are; Formal meetings and briefings, e-mail, conference calls & webinars, message boards and training packs (e.g. induction materials). External communication is made in order to keep contact with the stakeholders. It can be made through press releases, social media feeds, marketing materials (e.g. adverts, brochures, direct mailings), published financial information (e.g. accounts), letters, emails and telephone conversations with customers and suppliers and reports to government and other agencies.
Effective communication is one of the most important factors, for a successful business. However, there are some barriers that hinder effective communication. Communication through a wrong channel. There are several channels for communication, but not all cannot be used, in all situations. Business which fail to communicate according to the situations, face failure. For effective communication, ensuring that the message is understood is very important. Communication is not only delivering a message/ information, but also ensuring that it is understood by the receiver. In a process of communication, the receiver holds immense importance as it is the target audience. If a business doesn’t receive a feedback from the receiver, it may also be a barrier to effective communication. While communicating the audience needs are also supposed to be met in order to keep it effective. Businesses often communicate messages to employees without understanding the employees’ level of awareness, understanding or concern about a particular issue. This may result in ignorance of the topic of concern. In order to keep communication effective, it should take care of the needs, feedback and understanding of the audience.
