The business world relies heavily on effective communication to function smoothly and achieve its goals. To facilitate this, daily business communication uses many different types of communication media, each with its own strengths and weaknesses.
Communication media are simply various methods used to communicate a message.
Media used in business communication
The type of communication media used will depend on the purpose of the message. Here are the most popular media used in corporate communication:
1. ORAL COMMUNICATION
This is communication using the spoken word that takes place between two people or groups of people allowing for two-way communication between the sender and receiver. All forms of communication that are not oral communication, or verbal, are referred to as non-verbal communication.
Main purpose of oral communication: To use when something needs to be discussed between two or more people, ideas of other people need to be heard to make any decision that considers all the different options, a worker has a problem at work that needs to be discussed with the manager, etc.
Examples of oral communication: Face-to-face conversations, interviews, appraisal sessions, group meetings, team briefings, speeches or a public address, phone calls, classroom activities, video conference, etc.
Advantages of oral communication: Direct and efficient. Personal contact between sender and receiver. Can be varied to suit needs of receiver. Language used can be altered to the needs of the receiver. Easy to understand. Allows for immediate feedback. Can be questioned quickly. Can be used together with body language to reinforce the message.
Disadvantages of oral communication: Takes time especially when feedback is long. Need to listen carefully. Receiver might not listen. Affected by noise. Receiver might not hear the message correctly because of noise. Passive. No permanent accurate record of what was said. Can be quickly forgotten. Some oral communication can be ambiguous. Not appropriate for complicated and technical matters. Body language might have a negative impact when people appear bored, uninterested or aggressive.
2. WRITTEN COMMUNICATION
This is communication using letters, number and symbols. It has been a cornerstone of human civilization for millennia, enabling us to record our thoughts, share knowledge, and build relationships across time and space. All these written messages can be referred to more than once, so they should be accurate and allow for the transmission of detailed data.
Main purpose of written communication: To emphasize the seriousness of the message such as giving a final warning to a worker, creating a permanent record of a message that can be used later and gathering hard evidence that can be used later.
Examples of written communication: Letters (e.g. informing employees, replying to a customer complaint), reports (e.g. annual sales reports, financial statements), memorandum or memo (e.g. a message from the Human Resource Manager to the Operations Manager about the date and time for job interviews), agenda (e.g. the order for the conduct of a meeting), meeting minutes (e.g. what was discussed at a meeting, the views expressed by those in attendance, the decisions taken), job descriptions, purchase order (an official document which is sent to suppliers to request the supply and delivery of raw materials, components and other items needed by the business), invoice (an official form sent to customers requesting payment for goods which the business has supplied), company magazine, newspapers, forms, notice boards, leaflets, etc.
Advantages of written communication: Permanently recorded. Provides permanent record. More structured. Easy to distribute. Can be sent to many receivers at the same time (copy and paste). Cannot be varied. The message cannot be changed. Can be referred to again. Can be used by the received more than once to check understanding. Appropriate for complicated messages.
Disadvantages of written communication: No personal contact. Often difficult to read. Message identical to each receiver. No supporting body language. Feedback is slower. No immediate response. Not so easy to check whether the message was well-received. May be misinterpreted. Might not be understood by some receivers because language is too complex or the message is too long. Costly and time-consuming for both sender and the receiver.
3. DIGITAL COMMUNICATION (IT / Electronic / Web-based)
This is communication using electronic devices and channels to exchange information, data or messages. It can be between individuals, groups, or organizations. Innovation in Information Communication Technologies (ICT) such as the Internet and the Intranet allowed to improvements in communication when combined with a written record – the benefit of speed. Desktop computers, laptops, mobile devices, smartphones or iPads have all revolutionized business communications in recent years. The benefits offered by electronic methods have to be weighed against the actual cost of purchasing equipment and IT training.
Main purpose of digital communication: To communicate with various stakeholders such as customers and suppliers who are far away from the business. As well as to sell products to customers across the world through E-Commerce.
Examples of digital communication: E-Mail, Fax messaging, text messaging, video-conferencing (web-conferencing), smartphone apps, online chats, social media, etc.
Advantages of digital communication: Great speed – faster than traditional methods. Very quick with the message received instantly. Interactive. Messages can be sent to many people at the same time. Encourages response. Overcomes global boundaries reducing the need for people to travel to meetings. Good image for external communication. Can be used to create a more interesting message. Some methods provide a permanent record and can be looked at more than once to check understanding.
Disadvantages of digital communication: Cannot always be received due to poor Internet access. Not everybody has access to the equipment needed. Relies on receiver responding and acknowledging. Expensive in hardware and software. Risk of communication overload due to excessive E-Mails and messages. Security issues. Risk of the message being received by people whom it is not intended for. Diminishes interpersonal contact and reduced social contact. Can create a sense of isolation and an important social need may go unsatisfied. Workers may waste company time to send personal messages.
4. VISUAL COMMUNICATION
This is communication using visual elements for the transmission of ideas and information. These often have greater impact on the receiver than the spoken or written word because they make it easier to explain difficult concepts. Pictures, videos and charts are often easier for some people to understand than words or complex tables of numbers. It is also easier to introduce consumers to a new product or remind them of existing products.
Main purpose of visual communication: To accompany and support oral communication, written communication or digital communication. This form of business communication is particularly useful in marketing, production and employee training.
Examples of visual communication: Videos, photographs, diagrams, pictures, charts, interactive white boards, data projectors, downloads, films, PowerPoint presentations, paintings, emojis, gifs, etc.
Advantages of visual communication: More interactive and attractive. Can simplify complex data so more easily understood. Can support a written message. Demands attention. Creates interests of receivers. Often easier to remember especially when moving images are used. Creates greater interest, if color and movement are used.
Disadvantages of visual communication: Needs close attention. Sometimes too fast. Some detail might be lost. Not always clear. Interpretations by receivers can vary. Charts and graphs may be difficult to be understood.
5. Other types of communication
This mainly includes sign language, body language and listening.
A. Sign language. Sign language is a complete and natural language used by people who are deaf or hard of hearing. It uses handshakes, facial expressions and body language to convey meaning.
B. Body language. Body language is the unspoken communication we use through our postures, gestures, facial expressions, and eye contact. It’s a powerful tool that can reveal our emotions, intentions, and even our personalities. Understanding body language can help us to better connect with others, build trust, and avoid misunderstandings.
C. Listening. Listening is often overlooked, but it is just as important as speaking when it comes to communication. It involves paying attention to what the other person is saying, both verbally and non-verbally, and trying to understand their meaning. Active listening can help to build relationships, resolve conflict and learn new things.
In summary, the choice of the method used to communicate a message can have a significant impact on its effectiveness.
It is important to remember that effective communication goes beyond just choosing the right medium. Clear, concise, and well-crafted messages are essential for ensuring that information is understood and acted upon. Additionally, active listening, empathy, and cultural sensitivity are crucial for building strong relationships and fostering a positive communication environment.
By understanding and effectively utilizing the various forms of communication media available, businesses can improve their internal communication and external communication, build stronger relationships with stakeholders, and achieve their goals.
