Communication when Conducting Business

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Communication when Conducting Business

27.02.2008 ob 10:05

The word communication has its origin in the Latin word communicare, meaning to consult, to discuss, to ask for advice. The figurative meaning of the word communicate is therefore to exchange or to express thoughts and information, to make ourselves understood, while communication is a means enabling the exchange and expression of information.
Various forms of communication are so widespread and linked to our everyday life that we take communication as a matter of course. We are almost unaware of the significant role communication plays in social and commercial life.

Business communication is the activity of managers, entrepreneurs and other experts in business systems. It differs from social communication, which is intended mostly for distraction, in terms of its goals. Undoubtedly, business communication is strictly a target activity, destined for achieving results that are beneficial for the company.
Generally, entrepreneurs communicate with the purpose of giving information to their colleagues, obtaining useful information, and primarily, influencing business clients, competitors and business groups outside their company.
Various forms of communication give different results of the communication process: giving or receiving information, mutual exchange of data and opinions, maintaining business contacts, beginning, developing and finishing work, purchase, sale, conclusion of contracts, solving current and potential problems, research activity and the like. The type of communication which is to be used depends on the purpose and the set goal, as well as on factors such as the contents we wish to set forth, the number of people we are communicating with, their education, experience and motivation, the time available, etc.

Communication or its success and effectiveness are measurable variables depending also and mostly on the goals we set for ourselves. Communication is successful only when it is a means of realising the set goals. For this reason, a communication strategy is important for the realisation of goals and should be formulated immediately after defining the goals.

The communication strategy includes the following:
- method – choice of clothes, concept, direction,
- operation - rules, planning and execution,
- means – time available, participants, material and immaterial means.

Components of the communication strategy should be harmonised. If this cannot be done, it is sometimes necessary to adjust the set goals. These might have been set too high or their content might have been inappropriate.
Business communication is unsuccessful if it represents a goal in its own right and is not compatible with other activities in the company. Business communication represents one of the principal instruments for achieving the company’s goals, and through this, the success and growth of the business system.

Source: “Business Communication: European Dimensions”, Maribor.


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