Role of Communication in Business Growth

There have been different schools of thought as far as the role of communication in businesses is concerned. While one set of people opine that communication is a vital arm of a business, others feel the function of a communicator does not really help, and certainly a complete department dedicated to communications, is not at all required. I have experienced the latter kind of organisation as well.

Businesses depend heavily on management functions like sales, planning, logistics, accounts, business development, markets, so on and so forth. All  these functions require the managers to practice expert communication methods. For doing this, a managed and proper communication process flow along with details must be established.

A proper communication can assist managers complete their responsibilities associated with the job. At the planning stage of a project, it is important to communicate the pre-requisites and necessary information to the people responsible. This helps in proper understanding thus leading to right execution.

A proper communication channel is required to send messages to employees internally, and to external clients keeping them all updated about company information. When communication is delivered effectively, it increases employee satisfaction, customer retention and improves a company’s public image. Ineffective communication in a business organisation can cause confusion, misunderstandings and may result in an unpleasant working environment.

A business organisation uses different communication methods. It could be a memo to employees, an advertisement intended for the public or an e-mailer to clients. Communication also serves as a listening and feedback agent. Communication in a business organisation also educates, trains and encourages employees to improve productivity and efficiency.

Communication helps in promoting motivation in a team within an organisation. It is as simple as that! Well motivated employees tend to be more productive in any organisation. Well informed members of a team develop a higher confidence level. This results in positive attitude which encourages them to give their best to their organisation. This positivity can be inculcated by using effective communication ways like meetings, internal journals, discussions, e-mailers, etc.

Communication acts as a source of relevant information to make strategic decisions. Good communication is a vital tool for any business owner, it helps in sealing a deal. It is crucial to communicate clearly in negotiations to achieve desired goals.

Communication is also important within the business. It can help in good working relationship between the owners and employees, which in turn improves morale and efficiency. This also can help in developing inter-personal relations leading to successful teamwork.

Client is the most important factor in any business. Relevant and regular external communication can help attract new customers and retain the existing ones. A good communication plan can persuade clients to explore a company’s products. A good public relations campaign may help in building a business’ image through help of media.

A good business communication helps to facilitate business innovation. With the increasing globalisation of the world, a business can take a positive advantage out of this and can grow its audience and customer base. In this case as well if both, the employers and the employees communicate well and regularly, the advantages are even greater. Business innovation results when staff is able to, and, encouraged to share opinions and ideas. It is very important for businesses to bring their employees in confidence encouraging them for their views while undertaking any new project. It is also important to take their existing clients’ feedback before starting anything new. Both these require a positive and free communication.

It can be very well stated that for any organisation/business to be successful, it is a prerequisite to establish proper communication methods/channels across the relevant segments – internally with employees or externally with clients.

Ritu Bararia
Founder at Little-joy Communications
A passionate Public Relations and Communications professional with a progressive experience of over 18 years, Ritu is an expert in the realm of Travel, Hospitality and Aviation. Her forte lies in strategising communication plans basis the essence of a brand with a strong focus on media management aiming to create focused visibility and awareness.

Some of her professional milestones include, setting up of Aviation Industry Group for CII, facilitating launch of India’s first Premium Airline – Kingfisher Airlines and establishing the brand in media as the official spokesperson, facilitating launch of Luxury Retail Brands like Porsche Design, Bally and strategising and executing launch of the brand Roseate Hotels and Resorts.

Prior to founding Little-joy Communications, Ritu was Group Head - Corporate Communications with Bird Group/Amadeus India.

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