Topic 1 Business communication
Business communication is defined as “the process of sharing information between people inside and outside a company in order to promote the goals, objectives and activities of an organization, as well as increase the profits” (please see https://www.geektonight.com/business-communication/)
Communication is “the lifeblood of the organization“
To make communication effective, the 7 fundamental principles must be kept in mind:
Source: freepik.com
First classification of communication distinguishes internal communication from external communication considering the formal location of the reference public (for example employees, customers, government authorities, media, suppliers, etc.). Another classification is made considering the recipients, objectives, contents of the communication. 4 macro-areas of communication are identified:
Marketing communication
Recipients: customers (final and intermediate); market influencers
Objective: to activate, manage and improve relations with these audiences, supporting and enhancing commercial activity.
consistency
Economic-financial communication
Recipients: risk and credit capital holders, financial analysts, rating companies, supervisory bodies, suppliers and employees
Objective: to foster transparency and improve relationships
Institutional communication
Recipients: all the public of the company
Objective: aimed at obtaining a favorable attitude, legitimacy, consent, and to strengthen, maintain and improve the reputation.
integration
Organizational communication
Recipients: subjects involved in business activities, communication to staff and “border” (co-makers: distributors, suppliers, consultants, etc.)
Objective: to consolidate and disseminate corporate values and culture, share strategies and objectives, acquire consensus, adhesion, motivation -> improve transparency and involvement