EFFECTIVE COMMUNICATION, LIFEBLOOD OF BUSINESSMELISA H. ARATIA

As Robert Kent puts it, “In business communication is everything.” It covers the entiretyin business from simple to major transactions. Communication plays a vital and significant rolein business as according to Kotler (2006), communication is the means by which firms attemptto inform, persuade, and remind consumers – directly or indirectly – about the products andbrands that they sell.

Moreover, Blalock (2005) sited three reasons why good communication is important toindividuals and their organization. According to the latter, (1) Ineffective communication isexpensive. Whenever misunderstanding and miscommunication occurs, the flow of the businessmay hamper. There may be some transaction delays, postponement of meetings, and the like thatalready incurred cost. (2) The changing environment and the increasing complexity of the 21st

century workplace make communication even more important. The demand of the competitionrequires every business firm to cope with. Managers need to compete with the new era ofbusinesspersons with modernized idea and strategies. (3) The world’s economy is becomingincreasingly globalized. Investors from other country become more interested to capitalize onfirms that can compete internationally, given the fact that internally; effective communication isobserved that it reflects on the image they represent. In order to achieve such, a firm shouldcompetently maximize effective communication.

An effective and efficient communication system requires managerial proficiency indelivering and receiving messages according to Management Study Guide (undated). Within theorganization there are barriers to communication that managers should address, analyze thereasons of its existence and take preventive steps to avoid such problem. It is the latters’responsibility to maintain and develop an effective communication structure within theorganization. If an effective communication is observed, businesses will prosper. As according toAlyssa (2006), the ability to communicate and communicate well is one of the biggest factor ofsuccess. Further, according to Anderson (2013), that success in business is greatly impacted forbetter or worse by the way in which we communicate. The inability of managers and employeesto communicate clearly leads to more problems than anything else in business (Hull, 2015).Within the business, productivity increases when employees are satisfied with their jobs and withthe level of communication they receive from management (Ray, undated). When effectivecommunication is applied within the organization it has a direct impact on the morale of the staff,which will ultimately affects productivity. There is an exchange of ideas, opinion and feedbacksregarding operation and management. Through this, staff and employees will be able to expresstheir insights on a specific issue. When the management appreciates the accomplishment of thepeople working as one to achieve common goal, employees will respond positively. In thebusiness world, production alone cannot save the entire operation, it needs to cover also themarketing, promotion, advertisement and the like that would allow firm to relay the informationlike its benefits at the same time allow the consumer to know if it is appropriate for them to use.The objective here is to create a business value, a value not only for the profit generated by thefirm, but also its value for customers who use or consume the product with satisfaction.

How effective the business communication system is, will reflect on the overallperformance of a certain organization. Thus, it serves as the building block of a successfulorganization and acts as organizational blood (Management Study Guide, undated).