Principles of Management Week 3 Essay

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THE IMPORTANCE OF COMMUNICATION SKILLS FOR BUSINESS PROFESSIONALS

Alina-Maria NISTORESCU 1

ABSTRACT The paper presents the importance of acquiring, developing, improving communication

skills for any business professional in order to gain professional advancement and recognition. The process of communication with its six elements is analyzed from the point of view of the business environment. The focus shifts on the particularities of business communication and on the skills required for several positions in the economic field: accountants and financial analysts, marketers, advertisers, salesmen, HR specialists, PR specialists, customer relations officers and managers. The article also gives a brief anticipation of the possible consequences in case professionals have little or no communication skills.

KEY WORDS: communication process, communication skills, business environment,

economic professions JEL: J24 1. INTRODUCTION Communication is the process of passing information from one person(s) to

another person or group using one communication channel within spatial-temporal coordinates. The majority view communication as a process, an ongoing event through which people attempt to transmit thoughts, ideas, wishes, emotions or just try to maintain a cordial social relationship. This is a valid definition in a general communicational context, but in a business environment, communication contains a number of specific features that must be learned and mastered by people who work in this setting.

People begin acquiring communication skills very early in their lives and they reach maturity possessing a sufficient set of skills that facilitate social and professional interaction. However people who wish to have a successful career in the business field must be aware of the fact the ability to communicate in everyday life is a mere prerequisite for learning and developing excellent communication in a professional environment. To function with maximum efficiency, any business professional must know which these particularities are and which strategies apply in a particular business context.

2. THE COMMUNICATION PROCESS AND THE BUSINESS ENVIRONMENT

The elements of the communication process and the functions of language, as

presented by Jakobson (1960), are the same regardless of the field in which specific communication exchanges take place. These elements have received various labels

1 Senior lecturer, “Drăgan” European University of Lugoj (Faculty of Economics), Romania

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according to different theoreticians of the communication process (Hérbert (2011)), but even if the labels differ, the six elements have remained the same: context, message, sender, receiver, channel and code. The context may be formal or informal in business interaction, the message is the item to be transferred but it cannot be understood outside a given context, the sender may be a business unit (e.g. issuing an organizational announcement) or an employee, the receiver may be an individual or a group inside or outside the business unit, the channel of communication refers to oral and written communication done thorough various media of communication: direct interaction, phone calls, videoconferencing, e-mails, reports, contracts, proposals and, last but not least, the code is the language in which the message is encoded.

All these six elements have their well established role in the process of communication, but the focus in this paper is on the sender, as the creator/ issuer of the message and as a possessor of communication skills. The sender is the key element in the business setting, as by making use of the communication skills, s/he can decide over the best way to send the message to his business partners, employees, co-workers, higher-ups, target audience, potential clients or buyers, suppliers, etc. As receivers they are the sender’s target audience and the message is created and transmitted to suit them best. Both sender and receiver must be active participants in the same communicative relationship in order for thought to be shared (Dunn et al., 1990: 51). But to arouse the receiver’s interest in the message is also the sender’s job.

Any business professional must be aware that good communication skills are acquired and learned, even if some people have a natural talent to being better communicators than others. In order to be an excellent communicator in business, one must:

-be aware business communication is different than everyday exchanges and get familiar with these features;

-focus both on oral as well as on written communication, as they are needed equally for making business;

-understand that any business group has its own practices and routines, know them and apply them diligently;

-constantly develop and improve, adapt the learned and acquired communication skills along with social, professional and technological changes.

The process of communication functions perfectly and efficiently as long as there is no interference. Interference in business communication may appear under various forms especially in a multicultural environment or when the business is global, such as: noise in a busy office, language barrier between business partners, delays in getting a reply, technical difficulties in computer-mediated communication, poor reception, misunderstandings of cultural or religious nature, etc.

Even if one is efficient in communication within his/her working environment, may be unprepared to perform equally well in a different workplace. It is true that the communication process is the same and that the six elements remain unchanged, but the complexity of the process and any slight variation regarding the elements require a different set of skills.

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3. PARTICULARITIES OF BUSINESS COMMUNICATION AND TH E COMMUNICATIVE SKILLS REQUIRED FOR VARIOUS ECONOMIC PROFESSIONS

The typology involved in business communication is tightly related to the field

in which communication takes place: accounting, marketing, sales, management, human resources, customer relations, etc. Some professionals need speaking skills to a greater extent, some need more writing skills and others must be prepared to decode nonverbal cues or to develop listening skills.

In general business communication, whether oral or written, is more formal in contrast with non-professional exchanges. The language of business is precise and specific, clear, coherent and concise. The words that are used have no emotional content, as business is never sentimental, but rational and cordial. Communication with co-workers at the workplace is similar to everyday exchanges, but it is guided by company’s internal policies and work ethic. The business professional must know and apply the in-company rules and codes, in case the subject works for a company, if s/he does business individually than common sense and respect for partners apply in communication and actions.

Professionals must be familiar first and foremost with speaking skills as oral communication is inherent in every business activity, they have face-to-face and phone conversations and make new business contacts and maintain existing ones by networking and socializing; in addition they must be able to carry out simple written communication activities such as writing an introductory e-mail, drafting a cover or business letter and making his/her own résumé. High-school education provides graduates with such minimum communication skills and academic training develops them further either during formal training focusing on language and terminology for each area of expertise or during compulsory internships in which the subject put theory into practice.

Another skill that is also developed in secondary education is the ability to use computer-mediated communication (CMC). “Through e-mail, instant messaging, and other technology-based communication channels, business communicators today are doing more writing than ever before”. (Martin & Nakayama, (2010: 4)). The young professional is familiar with these modern means of communication and can use electronic mail comfortably with all the benefits involved: rapidity, less costs, less imposition, multiple recipients, etc. However they have to know how to overcome the major shortcomings of CMC: social distancing and lack of non-verbal cues (physical appearance, facial expressions, body language, tone of voice, intonation, etc.) which make CMC different from direct communication. (Nistorescu (2002))

Another particularity of the business environment is that nowadays business is conducted at global level. Therefore any professional must be prepared to work in a global environment, being aware of cultural and social differences, to be prepared to deal with a different pace for doing business, to process and analyze exchanges through a different cultural perspective. What may be offensive to him/her, may be a common practice at the other end of the world. “Relatively routine tasks, such as scheduling a meeting, become complex and fraught with interpersonal friction when one person’s work day begins as another is sitting down to dinner or sound asleep. A simple e-mail exchange frazzles nerves because of cultural misunderstandings. Even when employees

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have good language skills, they naturally interpret written and verbal communication through the filter of their own culture. (Snyder (2003)).

However truly specialized skills and abilities are learned either by further training courses or through practice and experience. Ideally, the theoretical foundation must be completed with everyday work experience, so the learned communication skills would become a valuable asset for each professional.

In particular business communication differs significantly from one field to the other. The areas in which business is done are so different from each other that the communication skills required are considerably different; oral skills in one, written skills in the other, listening skills along with patience in one, speediness and initiative in the other, non-verbal skills are key in one field, but are completely irrelevant in another. Therefore each professional must focus on acquiring those skills that crucial for performing daily professional activities.

The preceding paragraphs referred to particular skills needed in business for all professionals, the following paragraphs present the communication skills that are required in various areas of the economic field according to department in which the subject is employed.

Accounting is a process that records, processes, measures, and reports financial information to management, stockholders, and other interested parties. Accountants and financial analysts need to be able to write reports and draft documents with accurate and relevant financial information (such as interpretations of balance sheets, annual reports and forecasts, etc.) therefore writing skills are important for these professionals. Nonetheless, even if it is not predominant, oral communication is also needed for co- workers and higher-ups. Accountants and financial specialists undoubtedly master the concepts and proper application of generally accepted financial and accounting principles, but they also have to communicate that understanding to peers, superiors, and clients, therefore their ability to put figures into words is key for these professionals.

Professionals in marketing and advertising need a different set of communication skills than accountants. They must be able to be creative and suggestive in what they communicate to a target audience, they must be able to convey a powerful and convincing message. Speaking and writing must be creative and innovative, must attract and sell. Sometimes position in telemarketing require even more specialized oral skills in which the professional has to capture attention, to maintain high energy level during telephone calls, speak enthusiastically every time, treat each client as the most important one in the whole world etc.

The same skills are necessary for professional working in sales, where the emphasis is similarly on oral communication. It is unthinkable for a sales person to be a poor communicator. Working with people, convincing them to buy something lays first and foremost on the salesmen’s communication skills. Everything must be adapted to a target audience and everything must be well rehearsed and prepared, but it must sound new and spontaneous every time. A skilled salesman knows how to use simple words with simple people and more sophisticated ones with sophisticated people; knows how to speak to one client and how to adapt the same message to a group; must give satisfactory answers to difficult questions on the spot and must know how to avoid answers he does not have or cannot give. In addition negotiations strategies and techniques must be well mastered, all being based on excellent communication skills.

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The field of human resources differs from the others mentioned above. Professionals who work in personnel departments, conduct business interviews, assess and select job applicants have be show tact and flexibility, to know how to ask delicate questions, to read between the lines, to read body language and facial expression etc. Moreover HR specialists must be good listeners and pay attention to applicants’ answers and reactions. Sometimes they have to convey to employees the employer’s decisions or assessments with tact and discretion, providing the exact amount of feedback.

Oral skills must be completed by written skills in human resources, as employees’ annual assessments and job descriptions need to be put in writing, sometimes internal policies and codes of ethics are also drafted by the personnel department. Sometimes written explanations to work conflicts must be provided to employees and higher-ups.

Another important communication skill for HR specialists is to master foreign languages, as during job interviews the applicants are tested about their ability to speak a foreign language by the HR personnel and only rarely language consultants are hired for this activity. Therefore ideally, the HR staff must be able to speak several foreign languages, English as the international language of business communication, but also depending on companies patronage other languages may be involved (German, Italian, Chinese).

Customer relations services require also strong communication skills because these positions imply dealing with people from outside the subject’s business unit that belong to various fields of activity and that come from mixed backgrounds. The exchange may occur through speaking or through written replies to the customer’s claims. If speaking on the phone or having face-to-face conversations is the main method, the professional must know how to be a good listener, to show patience and understanding to people’s problems, to display willingness to help and availability at any moment. In addition, s/he must be polite, but firm when conveying company policies with respect to each case to be solved. If communication is done in writing, through letters and e-mails, the professional must be able to solve complaints and supply requested information in an elegant and efficient manner with great promptitude.

Professionals working in public relations have more exposure people than any branch, therefore they have to master communication at the point it becomes an art. They find themselves delivering speeches in front of clients, reporters, customers, community representatives or other groups. Effective public speaking is the perfect mixture of target audience analysis, speech writing and delivery. Even if the presentation is written and prepared beforehand, the PR professional has to perform well when actually giving the speech. The skills cover body language, gestures, posture facial expressions, dress code, voice pitch and pace of delivery, but in the same time the skills must cover the audience. The speaker has to be able to read the audience only by visual contact and body language cues, hence to adapt the speech to the circumstances and context, so that maximum impact is obtained.

As far as management is concerned, many of the skills mentioned for the segments presented above apply, but others must complete them. Managers represent the top of any business unit, hence top communication skills are needed for professionals who hold this position. Managers work with people, but in a different way than sales or PR professionals do. Managers interact both with people from outside the business unit, representing the company in various social functions and mostly with people inside the business unit, leading, organizing and controlling them. Undoubtedly

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managers need strong speaking and writing skills, but they need listening skills as well along with keen knowledge to read paralinguistic cues.

Managers do not work only in meeting rooms, they also work at social events or other public functions. Everywhere managers need to know how to represent their company well and to create a positive image about it. As stated previously, besides good oral communication skills, at social functions knowledge of protocol, dress code and table seating is important, just as they are important in conference rooms. Good knowledge of social etiquette is key, because this may be a major reason for loosing or saving face in social situations which implies respect and prestige. "Face" means 'sociodynamic valuation', a lexical hyponym of words meaning 'prestige; dignity; honour; respect; status'. (Carr 1993:90) Any faux pas speaks about the professional’s ability to handle public situations, the larger the audience, the more damaging the mistake.

The ability to lead people, to inspire, to motivate them and to make them give their best for company’s profit is highly rated. It is true that not only communication skills can do that, but they are a very powerful instrument for causing this effect. Managers have to exercise power without verbal abuse, managers must know how to build trust through words and actions, so that people would follow their lead. Managers must use all other available tools to build confidence in people. One of these elements is haptics, also called touch communication, which according to Montagu (1971) touch is the most primitive form of communication. Jones and Yarbrough (1985) and later Burgoon (1991) agree with and complete by claiming that a wide variety of messages can be sent through touch. Thus a manager can use touch to communicate positive feelings such as support, appreciation, praise, trust and informality through a handshake or a pat on the shoulder; gestures that sometimes are worth more than words.

Managers must sometimes use emotional intelligence when through their actions, in the company’s interest, they make life altering decisions for their employees. For example they have to give bad news like downsizing or to hide personal feelings of discontent in various cases and transmit the exact opposite message, so they must be familiar with what Malandro, Baker & Baker (1989) called facial management techniques: intensifying, de-intensifying, neutralizing and masking. Eye contact or eye contact avoidance may communicate a powerful message, such as encouragement, anger, dominance, satisfaction, etc. (DeVito, 2012).

4. CONSEQUENCES FOR LITTLE OR NO COMMUNICATION SKIL LS IN BUSINESS After the enumeration and the description of communication skills required for professionals in the economic field, the focus shifts henceforth on the consequences on careers in case professionals do not possess these skills. Firstly, without the basic communication skills, mentioned above, any fresh graduate would find it difficult to obtain a job in any business field. Secondly, depending on how many and how well the subject possesses skills described above the chances to get a good job to keep and be promoted in the pursued field increases. If the professional possesses little or poor communication skills the consequences for his/ her career will be obvious and devastating, as in today’s competitive business world there is a high rate of unemployment. Accountants and financial analysis who cannot explain the trade’s strategies and operations cannot be appreciated by higher-ups.

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Marketers and advertisers who cannot create and maintain a positive image for their company and its products will soon find themselves in search of a job. Salesmen need to sell, and poor communication skills make it impossible for someone to bring results when the competition is fierce in any business field. HR specialists who cannot select the right staff for various positions because they do not know which questions to ask, who cannot solve work conflicts and cannot be discrete when necessary, can cause considerable damage inside any company. PR is about the public’s perception of the company, if people in PR do not have the communicative abilities to create a positive trend about the company (consumer care, quality of products, green issues, etc.), than every effort of the other departments of the business unit is in vain. Customer relations officers, just like people in PR, cannot have poor communication skills, because if they do, they would also create a negative consumer perception, even if they do not operate on a general level. But one dissatisfied client today and another one tomorrow add up and become a problem for the company. Managers with little or no communication skills are a disaster for the entire company, as their activity on both internal and external levels would be impaired. Even if a manager is highly-skilled from every other point of view, without communication skills s/he would not be able to earn the employees’ trust and loyalty, s/he would not be able to create a network of useful contacts and socialize, s/he would not be able to negotiate or do business externally. If a professional has little or no communication skills it means that s/he is not prepared to work efficiently and to interact properly with his/her co-workers. It means that business is impaired and results are not as expected. Targets are not reached and operations are compromised. Employers will not accept such underachievement and will quickly let go such a person from their staff, hence little or poor communication skills will lead to unemployment, at most to a stagnant career.

5. CONCLUSIONS In conclusion, the article has presented the importance of communication skills

for the business professionals. Firstly, the communication process has been analyzed from the perspective of business exchanges with special emphasis on what should professional be aware of if they what to be excellent communicators. Secondly, the article dealt with required communication skills for business interaction in general and in particular; general communication skills, like written and oral abilities have been mentioned, but also particular and more refined communication skills have been discussed, like listening skills, reading non-verbal cues and paralinguistic skills. Thirdly, the paper mentioned the consequences of having little or no communication skills and the impact these shortcomings would have on professional’s career.

The article underlined the importance of having and developing communication skills for the entire professional activity. Some of the skills are general: speaking and writing, proficiency in foreign languages and computer-mediated communication. Some skills are specialized: active listening, reading non-linguistic cues, multilingualism, intercultural interaction, negotiation, presentation, body language, etiquette, dress code, etc. Professional success or failure strictly depends on how well both general and specialized communication skills are mastered.

Every professional must be aware that his/her activity contributes to the progress of the entire business unit, therefore it is important to constantly improve abilities and

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skills, not only communication skills. Communication skills will remain highly valued on the labor market and the development of these skills can only be beneficial to those who wish to be appreciated and promoted.

“In this age of information, career success is directly related to good communication, a skill that is made more challenging by tremendous changes in technology, the workforce, work environments and the globalization of business.” (Guffe and Almonte (2010: 4)

REFERENCES

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85, pp.69-101 Hérbert, L. (2011), “The Functions of Language”. Available on-line at

http://www.signosemio.com/jakobson/functions-of-language.asp DeVito, J. A. (2012) „Human Communication: The Basic Course”. New York: Pearson Dunn, S. W., Barban A. M., Krugman D. , and Reid L.N. (1990), “Advertising: It's Role in

Modern Marketing”, Hinsdale: The Dryden Press Guffey, E. & Almonte R. (2010), “Essentials of Business Communication”. Toronto: Thomas

South-Western Jakobson, R. (1960), “Linguistics and Poetics”. Style in language, Cambridge: Massachusetts:

MIT Press, pp. 350-377 Jones, S.E. Yarbrough, A.E. (1985). “A naturalistic study of the meaning of touch”.

Communication Monographs, 52, pp. 19 – 56. Martin, J.N. & Nakayama, T.K. (2010). “Intercultural Communication in Contexts”, New

York: McGraw-Hill Nistorescu, A. (2002). ”Computer-mediated Communication and Education”. Lucrările

Sesiunii de comunicări ştiinţifice a Universităţii Europene Drăgan Lugoj 17 – 18 mai 2002, Lugoj: Editura Dacia Europa Nova

Snyder, B. (2003, May). “Teams that span time zones face new work rules”. Stanford Business Magazine, May, 3-15

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