Internal and external communication

Communication is the lifeblood of any business. It's the process of sending and receiving information. Without it, employees wouldn't know their tasks, managers couldn't lead, and customers wouldn't buy products. We can split business communication into two main types. Internal communication happens *inside* the business, like a manager briefing their team. External communication happens with anyone *outside* the business, such as sending an invoice to a customer or placing an order with a supplier. Effective communication in both areas is essential for success.

Information doesn't just flow randomly in a business; it follows specific paths. We can describe these paths by their direction. Vertical communication moves up and down the chain of command. Downward communication is when managers pass information to their subordinates (e.g., giving an instruction). Upward communication is when employees provide information to their managers (e.g., a sales report). Horizontal communication happens between people at the same level of hierarchy but in different departments, like the Marketing Manager talking to the Production Manager. We also distinguish between one-way communication (a message sent without expecting a reply, like a fire alarm) and two-way communication, which involves feedback and creates a dialogue. Two-way communication is crucial for motivation and problem-solving.

Businesses use three main methods to communicate: verbal, written, and visual.

Verbal communication is spoken. It includes face-to-face meetings, telephone calls, and video conferences. It's great for quick feedback and building relationships, but there's usually no permanent record.

Written communication includes emails, memos, letters, and reports. Its main advantage is providing a permanent, verifiable record. It can be sent to many people at once, but it can be impersonal and feedback is slower.

Visual communication uses images, charts, diagrams, and videos. It can simplify complex information (like sales trends on a graph) and grab attention. However, it can be expensive to create (e.g., a TV advert) and some people may find charts hard to interpret.

Choosing the wrong communication method can be costly and ineffective. A professional manager considers several factors before sending a message.

1. Speed: How urgently is the message needed? A phone call is instant; a formal letter is slow.
2. Cost: How much will it cost? A national TV ad campaign is very expensive; an internal email is virtually free.
3. Audience: Who is receiving the message? A message for one person needs a different method than a message for thousands. Are they internal or external?
4. Need for a Record: Does the communication need to be saved for legal or future reference? If so, written communication is essential.
5. Need for Feedback: Is it important to know the message was understood? A face-to-face meeting is excellent for two-way feedback, whereas a poster is one-way.
6. Complexity: How complex is the message? A complex financial report is best sent in written form with visual charts, not explained quickly over the phone.

A communication barrier is anything that prevents a message from being received and understood correctly. When this happens, it's called a communication breakdown. Barriers can be caused by the sender, the receiver, or the medium used. Common barriers include:

• Problems with the Sender: The sender might use unclear language, technical jargon the receiver doesn't understand, or speak too quickly.
• Problems with the Medium: The message might get distorted (a bad phone line), the wrong medium might be used (a complex topic in a brief email), or the message could be lost.
• Problems with the Receiver: The receiver might not be listening, might be distracted, or might misinterpret the message due to their own biases or lack of knowledge.
• Physical Barriers: Noise, long distances, or different time zones can all make communication difficult.

Effective communication is a skill that can be learned. Businesses can overcome barriers by taking deliberate steps. A key strategy is to focus on clarity and feedback. The sender should always consider their audience and use language that is easy to understand, avoiding jargon. Choosing the right medium is also vital - don't use email for bad news. The most powerful tool is seeking feedback. This involves the receiver confirming they have understood the message. It can be as simple as asking 'Does that make sense?' in a conversation, or asking for a reply to an email. Actively listening, rather than just waiting to speak, is also crucial for receivers to fully grasp the message. By making communication a two-way process, most barriers can be significantly reduced.