Importance Of Business Communication Presentation
Business professionals rely on effective communications to build strong internal partnerships while developing a sound customer base. Whether asking permission to proceed with a sale or seeking an alliance to move a corporate agenda forward, the way professionals express their ideas can impact how their audiences perceive those concepts. Poorly communicated ideas, even when fundamentally sound, often fail to interest their intended targets. Features Effective communication requires two or more parties to engage in a cycle of feedback that shapes their next actions. For professionals to remain productive, communication should include a specific call to action, backed up by persuasive evidence that reinforces the desired outcome. While a manager may choose to draft a memo to his team about a policy change, the conversations that ensue after the memo’s publication often determine the success of that request. Ineffective workplace communication can inspire passive-aggressive behavior, including defacing a posted policy sign or a reversal of expected results. Misconceptions Organizations can determine if business communication is effective by measuring results, according to according to author Asha Kaul, author of "Effective Business Communication." For instance, an ad campaign may “go viral,” capturing the attention of millions of viewers. However, it can still fail if it neglects to generate any real revenue for a sponsor. Building “buzz” only counts if a business can convert a community’s chatter into bottom line results. While the effectiveness of external communications produces more trackable revenue, internal communication leads to more nuanced results, including behavioral changes or policy shifts. Considerations Business professionals must learn to make distinctions between internal and external communication. In most companies, workplace culture defines the formality and the method of spreading ideas and sharing feedback. Some businesses rely heavily on emails, while others have built a culture of meetings. Likewise, organizations often use a narrow set of preferred communication channels to engage with customers. Mass media advertising campaigns should complement the conversations between customers and local sales or service agents. An employee who falls outside a company’s communication norms can be viewed as inauthentic or “off message.” Warning Business professionals must learn to match the anticipated tone and style of communication, or risk alienating their audiences. For example, partners in an established law firm may sanction employees whose informal communication style lacks detail or professionalism. Likewise, workers in a start-up technology company may alienate colleagues who come across as stuffy or detached in their email or presentation. While ad agencies often help companies maintain consistency in their external communication, individual professionals must learn to mirror the style of their intended audience to achieve real effectiveness. Effects Companies that achieve a culture of effective communication often benefit from enhanced productivity and deeper customer relationships. Teams that have developed tight feedback cycles often complete tasks more quickly, especially when they receive clear goals from leadership. Likewise, companies that understand how to efficiently communicate their value propositions earn more business while spending less money on advertising and public relations. Reduced employee churn and increased annual revenues both indicate that teams have developed highly functional communication skills.