Objectives of Business Communication

 Objectives of Business Communication:

The main objective of communication is to give information and to persuade different persons. Other objectives include conveying suggestion, opinion, idea, advice, request, etc.; imparting instructions, guidance and counseling; providing training; giving warning; appreciating good work; boosting of morale; etc. In the case of a business enterprise the main objective of communication is the improvement of its activities, all-round development of the organisation, and ultimate success in its operation.

1. Giving Information:

The primary object of communication is to make the members of an organisation aware of its goal and acquaint them with all the relevant information. This helps the business enterprise to achieve success through concerted efforts of all the people concerned. It is a fact that well-informed people can achieve better.

The managers should know in details the social, political, economic and other conditions of the place where the business is situated. Information regarding the employees, consumers and competitors should be at their fingertips. Employees, likewise, should be well-informed about their positions, powers and responsibilities in particular, and the aims and objectives of the organisation in general.

Information regarding demand for a particular product, the taste, liking, etc. of the consumers; availability of raw materials, credit facility, advertising media; latest government rules and regulations, etc. are required for the production and selling of the product.

Information can be obtained from past records, books, journals, newspapers, government publications, seminars, conferences, exhibitions, trade fares, etc. The other sources of information are the chambers of commerce, structured questionnaires, radio, television, internet, etc. Whatever might be the sources, the information must be reliable, accurate, complete and latest.

2. Persuasion:

To persuade means to make other people decide to do something, especially by repeatedly asking them or telling them the reasons why they should do it; in other words, influencing other people to believe or to do what one wants. This is one of the important objectives of communication.

The seller often influences the buyer through persuasion to buy his/her products rejecting earlier decision to buy other products. This persuasion should be so planned that the buyer becomes least conscious of being persuaded and even if he/she becomes conscious, he/she should be made to understand that it is for his/her own interest. Actually persuasion is an art which should be suggestive in nature rather than coercive.

3. Conveying Suggestion:

Communication helps in conveying suggestions, opinions and ideas. The workers who are actually engaged in the work know better the loopholes in it and can suggest to the managers the ways to plug the loopholes. This is an example of upward communication. In big offices, suggestion boxes are provided and suggestions are received throughout the year. Sometimes further communication is made with the suggestions for clarification. Interaction of suggestions and ideas help the progress of an organisation.

Suggestions are not in the nature of order or advice and are, therefore, never obligatory to follow them. Either acceptance or rejection is possible in the case of a suggestion. Some executives, supervisors or managers who have a false notion of self-dignity, self-respect, higher position, etc. may not accept a suggestion, even though it is good one because it comes from lower level. But dynamic executives welcome constructive suggestions in the interest of the organisation.

4. Advice:

One of the objectives of business communication is to advise an individual or a group of people. The manager advises the subordinates about the ways and means of better performance. Advice involves personal opinion and it influences the opinion and action of the other person(s) to whom advice is being given.

Today’s business world is very complex and no one can be an expert in all the spheres of business. So, a businessman has to take advice from experts regarding the matters in which he is not well-informed. For example, he may need advice regarding banking, insurance, stock exchange, tax rules, legal procedures, etc. Within the business the managers, supervisors and executives may advise each other (a case of horizontal communication) and the subordinates (downward communication).

Objectives of Business Communications

5. Motivation:

Communication is made to inspire, to motivate, and to create a sense of loyalty among the employees. Through communication their morale is boosted up and it leads to better performance. Regular communication is necessary for motivating the employees and infusing in them a positive attitude towards work and a healthy relationship with the managers. This, ultimately, increases managerial efficiency.

Motivating someone means inspiring but not forcing him/her to do something. A motivated worker is an asset of any organisation. The greater the motivation, the lesser is the cost of supervision, because a motivated worker never neglects his duties.

Motivating factors include monetary incentives, security of job, job satisfaction, good working environment, participation in decision-making, fixation of target, etc. Money works as a good motivator. A worker works overtime when he/she is allowed extra wages. Security of job motivates an employee to devote himself/herself whole­heartedly to the job.

If an employee is satisfied with the job, he/she gets pleasure in doing it. Good working environment attracts him/her to work in co-operation with other members. Workers’ participation in decision-making gives them a sense of being part and parcel of the organisation. Fixation of production target, sales target, etc. of an organisation helps the workers to work together to achieve the target. Thus, different factors of motivation contribute to achieve performance excellence of an organisation.

6. Training:

To meet the need of an organisation, senior employees may need to be trained to update them about the new technological developments so as to adjust themselves to changing work environment or job demands. The new employees may also require training at the initial stage to cope up with the methods, techniques and systems of work in the organisation.

Communication is the key to all these kinds of training. Such communication can be made through classroom teaching, lectures, seminars, short courses, conferences, educational tours, film shows, etc. Not only the ordinary employees, but the managerial staffs also need to be trained in the process stated above.

7. Instruction, Guidance and Counselling:

One of the objectives of business communication is to manage the employees by means of imparting instruction, providing guidance and arranging for counseling. Legal, vocational and medical guidance and counseling are provided free of cost for the employees in a good business organisation. Doctors, lawyers, coaches, etc. are employed for the purpose. The underlying objective of such assistance is to keep the employees physically fit and mentally alert so that they can work whole-heartedly for the well-being of the organisation.

8. Giving Warning and Appreciating Good Work:

It is very much necessary to appreciate a good worker. It will encourage him/her to strive for better performance and greater involvement. It makes the employee conscious about his/her responsibilities. On the other hand, it is also necessary to give warning to the employees who tend to be in disciplined, non-accountable and unproductive or create disturbance. The objective of both appreciation and warnings may be accomplished through oral or written communication.

9. Resource Utilisation:

Communication checks wastage of the resources of the organisation and helps their better utilisation. Lack of knowledge or lack of proper direction in time may cause the waste or misuse. Communication helps to bridge the gap of knowledge through instruction, advice, etc. and waste or misuse of resource is minimised. Not only material resources, but also the financial resources, human resources and other resources are utilised properly through communication.

10. Management Efficiency:

One of the objectives of business communication is to increase efficiency of the management. If there is a good network of communication (formal and informal), the organisation can be managed efficiently and effectively.