Communication is the process of transferring a message from a sender to a receiver. Effective communication ensures that information is delivered clearly and promptly, enabling organisations to operate smoothly.
Why communication is important
Good communication helps employees understand their tasks, reduces mistakes, builds teamwork and trust, improves customer service and enables better decision making. Poor communication leads to confusion, delays, wasted resources and lower morale.
Methods of communication
Businesses use a range of methods depending on the message, audience and urgency:
- Written communication – letters, memos, reports, emails and instant messaging. Suitable for detailed or formal information and provides a record.
- Verbal/oral communication – face‑to‑face conversations, meetings, telephone calls, video conferences. Allows immediate feedback and helps build relationships.
- Visual communication – charts, diagrams, posters and presentations. Useful for summarising data and supporting other methods.
- Electronic communication – websites, intranets, social media and text messaging. Facilitates rapid transmission over long distances.
Communication can be internal (between people within the same organisation) or external (with customers, suppliers, shareholders and the media).
One‑way and two‑way communication
One‑way communication occurs when a message flows in a single direction from sender to receiver without any feedback. Examples include posters, recorded announcements or mass emails. It is quick and useful for conveying simple information but does not confirm whether the receiver has understood.
Two‑way communication allows the receiver to respond and provide feedback. Examples include meetings, phone calls and interactive online messaging. It ensures understanding, builds relationships and can improve motivation but may take more time.
| Method | Type | Advantages | Disadvantages |
|---|---|---|---|
| Written/electronic | Fast and inexpensive; can be sent to many recipients; record kept. | May be ignored; not suitable for complex or sensitive messages. | |
| Meetings | Verbal | Allow discussion and immediate feedback; build relationships. | Time‑consuming; can be dominated by outspoken individuals. |
| Telephone/video calls | Verbal/electronic | Quick; personal; suitable for remote communication. | No physical record; time zone differences; technical issues. |
| Reports | Written | Provide detailed information; formal record. | May be lengthy; costly to produce; delayed feedback. |
| Social media | Electronic | Reaches large audiences quickly; interactive; cost‑effective. | Reputational risk if misused; information overload; difficult to control messages. |
Barriers to effective communication
Common barriers include:
- Noise and distractions – such as background sounds or poor technology.
- Language and cultural differences – using technical jargon or languages the receiver does not understand.
- Information overload – providing too much or irrelevant information.
- Wrong medium – choosing an inappropriate method for the message.
- Attitudes and prejudice – if sender and receiver do not trust each other.
Overcoming communication barriers
- Noise and distractions: choose a quiet environment, use reliable equipment and confirm that the receiver can hear or read the message.
- Language and cultural differences: use simple language, avoid jargon, translate where necessary and be aware of cultural norms.
- Information overload: keep messages concise, focus on key points and break complex information into smaller, manageable parts.
- Wrong medium: select the most appropriate channel for the message, considering complexity, urgency and confidentiality.
- Attitudes and prejudice: build trust through active listening, encourage feedback and create an open, respectful culture.
Examples and applications
Internal communication includes a manager sending a weekly email newsletter to staff with updates and praise, or holding a team meeting to discuss progress on a project. Good external communication is just as important: a company might send a press release to announce a new product, post updates on social media to engage customers, or telephone suppliers to confirm delivery times. Visual communication like charts and infographics can make financial results easier for shareholders to understand.
Choosing the right method depends on the purpose. Sensitive issues, such as discussing an employee’s performance, are best handled face‑to‑face to allow empathy and immediate feedback. Urgent instructions can be given by telephone or instant messaging, while formal proposals may require detailed written reports. By matching the message to the medium, businesses can improve understanding and reduce costly miscommunication.
