INTRODUCTION TO

BUSINESS COMMUNICATION
FIRST EDITION

BY:

HASNI HASHIM
NORSYILA RASHID
 ALL RIGHT RESERVED

No part of this publication may be

reproduced, or transmitted in any
form or by any means, including
photocopying, recording or other
electronic or mechanical methods ,
without the prior written
permission of Polytechnic Sultan
Salahuddin Abdul Aziz Shah

INTRODUCTION TO BUSINESS
COMMUNICATION

Author:
Hasni binti Hashim First Published in 2022 by:
Norsyila binti Rashid
UNIT PENERBITAN
Politeknik Sultan Salahuddin
eISBN No:
Abdul Aziz Shah, Persiaran
e ISBN 978-967-0032-31-3
Usahawan, Seksyen U1,
40150, Shah Alam Selangor

9 7 8 9 6 7 0 0 3 2 3 1 3
Telephone No. : 03 51634000
INTRODUCTION TO
BUSINESS COMMUNICATION Fax No. : 03 55691903
 PREFACE
Communication is about the development of relationship by allowing us
to communicate our experiences and needs with others, as well as
facilitating our connections with others. It is the essence of life, allowing
us to express our emotions, transmit information, and communicate
our ideas.

Meanwhile, business communication is the process of relaying

information within and outside of an organization. Effective business
communication is the interaction between employees and management
to achieve organizational objectives. It aims to enhance organizational
procedures and minimize mistakes.

This e-book will provide an overview of the essential business

communication skills and knowledge. The concept, principles, and
significance of effective corporate communication will be introduced.
This e-book will help you increase your awareness of the
communication process and communication barriers by providing basic
information on these topics. Then, the reader should be able to
demonstrate verbal and non-verbal communication and select the most
appropriate channel for business communication.

Hopefully, it will help to get to know what business communication is all

about.
CHAPTER 1 : INTRODUCTION OF BUSINESS COMMUNICATION
Concept of communication 7
The communication goals 7
The communication models 8
Types of communication 13
The importance of communication 16
The communication principles 18
The importance of communication in business 19
Activity 21

CHAPTER 2 : THE NATURE OF BUSINESS COMMUNICATION

Business communication process 25
The components of business communication process 26
The barriers of business communication 29
The effect of business communication barrier 33
Overcoming barriers to effective business communication 34
Activity 37

TABLE OF CONTENT
CHAPTER 3 : VERBAL BUSINESS COMMUNICATION
Verbal business communication 41
Types of verbal business communication 41
a. Oral communication
b. Written communication
c. Electronic communication
Non-verbal business communication 53
The aspects of non-verbal business communication 54
Factors to consider when choosing channel of business 58
communication
Activity 61

REFERENCE 67

TABLE OF CONTENT
INTRODUCTION TO BUSINESS COMMUNICATION
Learning Outcome:
❑ Explain the concept of communication
❑ Explain the importance of communication
❑ Discuss the communication principles
❑ Explain the importance of communication in business
CONCEPT OF COMMUNICATION
The most important aspect in promoting relationships for both personal and business purposes
is communication. Sender, message, and receiver are the three essential concepts of
communication. Communication is described as the process by which a person, group, or
organization (the sender) transmits data or related information (the message) to another
person, group, or organization (the receiver or recipient).

THE COMMUNICATION GOALS

The four basic communication goals are
a. To inform
To inform means that the sender provides details, information, inquiring, data, or any other
type of message for decision-making purposes, but it does not always imply that the sender is
supporting a course of action.
b. Making a request
To request means that the sender is communicating in order to demand that the receiver take
a specified action.
c. Persuasion
People must communicate with one another in order to persuade the other to reinforce,
influence, or change a receiver's belief about information, and, if possible, act on that belief.
d. Establish relationships
Some communications sent by senders may have the basic objective of improving the sender-
receiver connection.

7
THE COMMUNICATION MODELS

Communication models are theoretical or conceptual frameworks that explain how people
communicate. Communication models also help to generate a variety of different theories and
models.

a. LASSWELL’S MODEL
Harold D. Lasswell, an American political scientist and communication theorist, created this
communication model in 1948. It is known as a linear model of communication, uni
directional process or activity model, and it represents a one-way communication process.

WHOM
WHO WHAT CHANNEL
(Audience or EFFECT
(Speaker) (Message) (or medium)
Listener)
Source:
https://newsmoor.com/Credit to Dwyer, J. (2016). Communication for Business and the Professions. 6th Edition. Pearson Education Australia.

This model has five major components:

i. Who – Focus on the communicator.

With new media anyone can be the
communicator.

ii. Say what – Content analysis of the

text.

iii. In which channel – We have many

platforms directed at anything from a
mass of people to a specific group of
intended readers.

iv. To whom – Focuses on the receiver of

the text. Today we are able to receive
text at any time and place.

v. With what effect – The overall impact

of the text.
8
 Information
Transmitter
Source Receiver Destination

Received
Signal
Signal

Noise Source

Source : Dwyer, J. (2016). Communication for Business and the Professions.

6th Edition. Pearson Education Australia.

b. SHANNON AND WEAVER’S MODEL

The Shannon and Weaver model of communication is a linear model that can be used to
analyze how messages are conveyed and received. This paradigm was created in 1949 to
ensure that the communication route was as efficient as possible. Component in Shannon
and Weaver Model are:

i. Sender (Information source) – Person who makes the message, chooses the channel
and sends the message.

ii. Encoder (Transmitter) – Sender who uses machine, which converts message into signals
or binary data.

iii. Channel – Channel is the medium used to send message.

iv. Decoder (Receiver) – The machine used to convert signals or binary data into message
or the receiver who translates the message from signals.

v. Receiver (Destination) – Person who gets the message or the place where the message
must reach. The receiver provides feedback according to the message.

vi. Noise – The physical disturbances like environment, people, etc. which does not let the
message get to the receiver as what is sent.

9
 Source : Dwyer, J. (2016). Communication for Business and the
Professions. 6th Edition. Pearson Education Australia.

c. BERLO’S MODEL
The SMCR model, or Berlo's Model of Communication, includes the elements of Source-
Message-Channel-Receiver. In 1960, David Berlo created the Source-Message-Channel-
Receiver. Berlo created this model, which is based on the Shannon-Weaver communication
model (1949).

The following are the components of Berlo’s Model:

i. S – Sender

Source of the message or the person who originates the message. The factor related to
sender and is also the same in the case of receiver are communication skills, attitude,
knowledge, social systems and culture

ii. M – Message

The substance that is being sent by the sender to the receiver. It might be in the form of
voice, audio, text, video or other media. The key factors affecting the message are
content, elements, treatment, structure and code.

10
 Source : Dwyer, J. (2016). Communication for Business and the
Professions. 6th Edition. Pearson Education Australia.

c. BERLO’S MODEL
iii. C – Channel

The medium used to send the message. In mass communication and other forms of
communication, technical machines might be used as a channel like telephone,
internet, etc. Five senses of a human being are the channel for the communication flow,
and it affects the effectiveness of the channel are hearing, seeing, touching, smelling
and tasting.

iv. R – Receiver

The person who gets the message sent in the process. This model believes that the
thinking pattern and all other factors mentioned above must be in sync to that of the
sender for the communication to be effective. The message might not have the same
effect as intended if the receiver and sender are not similar. The receiver must also have
a very good listening skill. Other factors are similar to that of the sender.

11
 Source : Dwyer, J. (2016). Communication for Business and the
Professions. 6th Edition. Pearson Education Australia.

d. DANCE HELICAL’S MODEL

Frank Dance introduced the Dance's Helix communication model, a transactional
communication paradigm, in 1967. Helix was utilized by Frank Dance to create a model
that illustrates the complicated process of communication. The word helical comes from
the Greek word helix, which means spiral staircase.

When it grows up like a helix, communication becomes more stretched. Communication is

a feedback–driven, evolving, and dynamic process. Any communication begins with a
limited circle of communicators who give only a few details about themselves. When
people share more personal information, communication expands borders. Finally, the
relationship progresses to the highest level.

12
TYPES OF COMMUNICATION

a. Intrapersonal Communication
Intrapersonal communication is when a person communicates with himself or herself
through thought and feeling processes which shapes a person's self-concept and helps
them assimilate information. Individuals learn more about themselves, others, and the
situation when they take the time to think, plan, and understand thoughts and message.
They also have more time to absorb new ideas and plan activities. This can include things
like talking to oneself, reading aloud, writing, thinking, meditating, singing, analyzing and
also writing a diary.

b. Interpersonal Communication
Interpersonal communication is the process of two or more individuals exchanging
information, sentiments, and meaning via verbal and nonverbal messages. It is easier
than ever to get your message across using a range of communication techniques, such
as email, phone calls, formal meetings, informal conversations, and presentations.
Discussions with co-workers or team members, as well as offering instructions to
employees, are examples of interpersonal communication.

13
TYPES OF COMMUNICATION

c. Public Communication
When a person or a group of people assemble and share information with a group of
people in order to deliver a message on a specific issue, this is known as public
communication.

It's one of the most important forms of communication, and it's usually done with a
specific goal in mind. Information can come from a variety of sources, including the
corporate sector, the government, political parties, university courses, and more.

Example of public communication assembly speech by director of the company or

welcoming speech by head of department.

14
TYPES OF COMMUNICATION

d. Mass Communication
The process of developing, sending, receiving, and analyzing messages for broad
audiences via vocal and written media is known as mass communication. It's a broad
concept that includes not just how and why a message is generated, but also how and
why it's delivered.
Examples of mass communication are newspapers, magazines, journals, films billboards,
posters, banners etc.

15
THE IMPORTANCE OF COMMUNICATION

a. Promotes motivation
Employees are more motivated when they are informed and clarified about the task at
hand, how they are executing the task, and how to improve their performance if it isn't up
to par.

b. Source of information
Communication serves as a source of information for organizational members during the
decision-making process, since it aids in the identification and evaluation of various
courses of action.

c. Altering individual’s attitudes

A well-informed person will have a more positive attitude than someone who is less well-
informed. Employee attitudes are shaped via organizational magazines, journals, meetings,
and other types of oral and written communication.

16
THE IMPORTANCE OF COMMUNICATION

d. Helps in socializing
Communication facilitates socialization. In today's world, communication is facilitated by
the mere presence of another person. It is also claimed that without communication, one
cannot thrive.

e. Controlling process
Controlling the process is made easier with communication. It aids in the regulation of
organizational members' behavior in a variety of ways. Employees in an organization must
adhere to several levels of hierarchy as well as particular concepts and norms. They must
follow organizational policies, perform their job duties effectively, and report any work-
related issues or grievances to their supervisors.

17
 THE COMMUNICATION PRINCIPLES

a. Unavoidable
It is difficult to not communicate hence communication is unavoidable. Because we
communicate all the time, even if we aren't aware of it, communication is unavoidable.
We communicate through gestures and expressions, the way we sit or move, the way we
say, what we dress, and, whether we recognize it or not, our actions.

b. Operates on two level

Feedback from the receiver to the sender is part of the two-way communication or level
required in the message exchange process. This informs the sender that the message was
correctly received by the recipient. Communication is also negotiated, which means that
the sender and receiver listen to each other, and the messages gather information in order
to respond, which is done through interpersonal communication.

c. Irreversible
Communication is irreversible. You can wish you hadn't said something, and you can
apologize and subsequently regret what you said, but you can't take it back. We must
always be courteous when communicating, refraining from using harsh phrases, as this will
influence how others communicate with us based on their previous communication
experiences.

d. Process
A principle of communication needs to complete its process during transferring of the
message or information from the sender to the receiver by using a defined channel of
communication and by overcoming communication barriers.

e. Not a panacea
All problems cannot be solved or cured solely via communication. The disintegration of a
relationship might be caused by a lack of communication. Misunderstandings and negative
feelings can be exacerbated by a lack of communication. However, by communicating, we
may work on resolving the issue, avoiding confusion, and other issues. People must
continue to collaborate since communication can reduce levels of unhappiness.

18
 THE IMPORTANCE OF COMMUNICATION IN BUSINESS

a. Exchanging information
Business communication relies heavily on the exchange of information between and
among numerous stakeholders. Through successful communication, a corporate
organization connects with its partners and other groups involved in society.
Communication also makes it easier for management and staff to share information and
opinions.

b. Preparing and execution of plans

Plans are established to ensure that business activities are carried out efficiently, and
planning necessitates the gathering of relevant data. Communication aids in the collection
of important data from various sources. After the plan has been established, it must be
implemented, and communication plays an important part in this process by disseminating
it to employees and providing them with the appropriate instructions.

c. Increasing employee’s efficiency

Employees must communicate with one another more frequently in order to break the ice
and feel at ease at work. Effective communication allows employees to freely exchange
information while also reducing misconceptions and uncertainty.

d. Achieving goals
Every corporate organization pools its resources in order to achieve specific goals or
objectives. By giving relevant information, instructions, and directions, a good
communication system motivates employees at all levels. It aids management in
motivating people to work toward the achievement of corporate goals.

19
 THE IMPORTANCE OF COMMUNICATION IN BUSINESS

e. Solving problems
Disagreements between parties might arise during the communication process. Good
communication skills can assist the parties in finding a solution, as well as reduce conflicts
among all parties concerned.

f. Making decisions
Businessmen must make decisions in a variety of sectors, and proper decision-making
necessitates precise data. Business communication helps the business people to take proper
decision by supplying right information to the right people at the right time.

g. Improving industrial relation

Effective communication between management and staff contributes to the development of
a culture of mutual trust and confidence. Employees will perform better if they understand
exactly what is expected of them, and management will be aware of the employees'
potential and limitations. As a result, efficient corporate communication is essential for
fostering a sense of cooperation and understanding.

h. Publicity of goods and services

Communication assists a company in marketing its products and services to current and
prospective clients. Information about products and services can be conveyed through
media such as newspapers, radio, television, and other platforms, attracting current and
future customers.

20
 ACTIVITY 1.1

a. Define the concept of communication

b. Explain the communication goals

c. Match the following communication models

Lasswell, Shahnon
Source-Message-Channel-Receiver
and Weaver’s
(SMCR)
Models
The evolution of communication of a
Berlo’s Model human since birth to existence or
existing moment
A linear model of communication,
Dance’s Helical uni-directional process or action
Spiral Model model, it describes a one-way process
within communication

21
 ACTIVITY 1.2

Complete the types of communication

a. ____________ communication
b. ____________ communication
c. ____________ communication
d. ____________ communication

Match the importance of communication

Altering
Promotes Source of Helps in Controlling
individual’s
motivation information socializing process
attitudes

1. Communication promotes motivation by informing and clarifying the

employees about the task to be done, the manner they are performing
the task, and how to improve their performance if it is not up to the mark.
_____________________________

2. Communication is a source of information to the organizational members

for decision-making process as it helps identifying and assessing
alternative course of actions. _____________________________

3. Organizational magazines, journals, meetings and various other forms of

oral and written communication help in moulding employee’s attitudes.
_____________________________

4. In today life the only presence of another individual foster’s

communication. It is also said that one cannot survive without
communication. _____________________________

5. Helps controlling organizational member’s behaviour in various ways.

__________________________

22
 ACTIVITY 1.3

A. THE COMMUNICATION PRINCIPLES.

Determine whether each statement is TRUE or FALSE.

i. We can avoid communication principles for better communication

process. _______
ii. Communication can be operated in two level. _______
iii. Basically, human can forget what being said earlier. _______
iv. Communication principles include sender, encoding, message,
channel, receiver, decoding, feedback, and noise during the
process._______
v. Working together can assist people to decrease the amount of
discrimination. It is one of the principles called "not a
panacea. _______

B. THE IMPORTANCE OF COMMUNICATION IN BUSINESS.

You may scan this QR code and complete the crossword online.

23
THE NATURE OF BUSINESS COMMUNICATION
Learning Outcome:
❑ Explain the business communication process
❑ Explain the business communication barriers
❑ Explain the effect of business communication barriers
❑ Discuss on overcoming barriers to effective business
communication
 THE NATURE OF BUSINESS COMMUNICATION

BUSINESS COMMUNICATION PROCESS

Business communication can be described as the exchange of information between persons

inside and outside an organization for the organization's commercial gain. It can also be
defined as the dissemination of information within a company by its employees.

Effective business communication results in a meeting of the minds in which everyone

involved has access to the same knowledge. This has a practical application in business.
Communication brings individuals together, allows them to act, and encourages them to
make sensible decisions.

A successful business relies on effective communication since it is the only method to share
a company's goals and organize the activity that achieves those goals.

25
 THE COMPONENTS OF BUSINESS COMMUNICATION PROCESS

FEEDBACK

SENDER RECEIVER

ENCODING MESSAGE ENCODING

NOISE

The components of business communication process are:

a. Sender
The person or party who sends the message or idea to the receiver is known as
the sender. Any communication originates with the sender, and all
communication is based on him. For example, Jovian Malaysia is the sender to
market a new product, the Hijab Mask by Jovian.

b. Encoding
Encoding is the process of converting a concept into a symbolic form that may
be comprehended by the person to whom the message is being sent. Encoding,
in other words, is the process of transforming a concept into a message that
can be understood. For example, Jovian Malaysia will hire an advertising firm to
create an advertisement that combines words and illustrations to deliver the
appropriate message to promote Jovian's Hijab Mask.

c. Message
A message is a collection of symbols that the sender sends to the receiver over
a medium or channel. Oral, written, and symbolic messages are used in
business. The actual commercial of Jovian's Hijab Mask is an example of a
message.

26
 THE COMPONENTS OF BUSINESS COMMUNICATION PROCESS

d. Channel/ Media

The precise communication route through which the message travels from sender to
receiver is referred to as media. It acts as a link between the sender and the recipient.
Businesses employ a variety of mediums to communicate messages, including letters,
newspapers, radio, television, telephone, fax, and e-mail. For example, media refers to
television and the specific television programs chosen by Jovian Malaysia.

e. Receiver

The person or party who receives the communication sent by the other party is known
as the receiver (sender). The audience who views Jovian's advertising for Hijab Mask is
an example of a receiver.

f. Decoding

The process by which the receiver assigns meaning to the symbols encoded by the
sender is known as decoding. Decoding is the process of analyzing a communication to
determine the meaning intended by the sender. If decoding and encoding are clearly
matched, communication will be more successful. For example, a customer sees a Jovian
advertisement for Hijab Mask and interprets the text and visuals.

g. Response

The receiver's reaction after being exposed to the message is referred to as the
response. It is the receiver's action or reaction after receiving the message. The response
could be instant or delayed, positive or negative. Consumers may respond to
advertisements for Hijab Mask by Jovian by saying things like "I enjoy Hijab Mask by
Jovian better," "I'm more likely to buy Hijab Mask by Jovian next time," and so on.

27
 THE COMPONENTS OF BUSINESS COMMUNICATION PROCESS

h. Feedback

Feedback is the observation of the receiver's response. In other terms, feedback refers to
the portion of the receiver's reaction that is sent back to the sender. The amount of answer
received by the receiver is what reaches the senders. For example, customer feedback
could include praise or criticism of Jovian Malaysia's product advertisement. When it comes
to efficient two-way communication, feedback is crucial. It allows the sender to assess the
message's effectiveness.

i. Noise

Noise is unintentional static or distortion in the communication process that causes the
receiver to receive a message that differs from the one sent by the sender. It is the
disruption that occurs during the data transfer process. Noise might happen at any point
during the communication process. For example, while watching the advertising for Jovian's
Hijab Mask, the audience or consumer may have poor TV reception or be distracted by
family members.

28
 THE BARRIERS OF BUSINESS COMMUNICATION

Communication alone is not enough to make something work. There will also be things that get
in the way of business communication, which will cause problems that need to be thought
about before, during, and after the communication process. A business communication barrier
is anything that makes it hard for us to get and understand the messages that other people use
to share their information, ideas, and thoughts.

Types of business communication barriers are:

a. Perceptual Barriers
The necessity for efficient communication
arises from people's differing perspectives
and opinions. Different points of view on a
subject can make it difficult to communicate
effectively. Being unconcerned about
another person's point of view creates a
barrier to effective communication.

b. Emotional Barriers
A perfect mix of emotions and facts is
required for effective communication. Anger,
frustration, and humour can impair a
person's decision-making abilities and, as a
result, limit their ability to communicate
effectively. If the recipient is emotionally
immersed in another thought or is
determined to be impacted by any
emotional breakdown, worry, rage, or other
emotions at the time of getting the message,
he may not receive it.

29
 THE BARRIERS OF BUSINESS COMMUNICATION

c. Language Barriers
Language barriers are made by differences in
language, dialect, or accent. People around
the world speak about 6,500 different
languages. Many of them have different
accents and ways of speaking. If the person
receiving the message doesn't know much
about knowledge and semantics, they might
misunderstand or misinterpret the message.

d. Cultural Barriers
Cultural barriers develop when people in an organization are from different religions, states,
or countries. Different civilizations believe, speak, and live differently. This occurs when
people from different cultures speak different languages, hold different cultural values, or
use different gestures and symbols. Cultural differences may hinder their communication.

30
 THE BARRIERS OF BUSINESS COMMUNICATION

e. Physical Barriers
Physical barriers prevents bid
team members from
interacting effectively with
one another. Any object or
sound that interferes with the
transmission of the message is
considered an impediment.
Noise, closed doors, poor
communication devices, and closed cabins are just a few examples. The intended message
cannot be received if the receiver is already overburdened with information. Aside from
that, the receiver is preoccupied with uncleared messages and misses the genuine intent of
the message conveyed.

f. Psychological Barriers
A perfect mix of emotions and facts is required for effective communication. Anger,
frustration, and humour are all emotions that can obscure a person's decision-making
abilities. As a result, their communication effectiveness is limited. Communication can also
be hampered by specific ailments, diseases, or other constraints. Physiological impediments
include weak voice, dyslexia, and others.

31
 THE BARRIERS OF BUSINESS COMMUNICATION

g. Organizational Structure Barriers

There are numerous ways to communicate in any organization. It may be difficult to send
the message appropriately if you do not use a proper communication system or if you
use several separate communication systems.

h. Attitude Barriers
Being excessively introverted or extroverted can make it difficult to communicate
effectively. Making other individuals uncomfortable by throwing tantrums or egos during
a conversation is one way to do so. It slows down the transmission of important
information. The objective of sending the message is defeated if the listener does not
demonstrate a lacklustre attitude toward grasping the significance of the
communication.

32
 THE EFFECT OF BUSINESS COMMUNICATION BARRIERS

REDUCE
BAD CULTURE
PRODUCTIVITY

REDUCE INCREASE
LEADERSHIP COSTS

a. Reduce productivity
Employees who feel they are not being heard or who have difficulty making themselves
known are less productive.

b. Bad culture
Poor communication among co-workers creates negative feelings as well as an
atmosphere of distrust and ambiguity.

c. Reduce leadership
One of the most important abilities a leader should possess is the ability to
communicate effectively. When he or she fails to do so, his or her capacity to lead
suffers.

d. Increase costs
People have to work harder and get less done because of ineffective communication,
which raises the cost of doing business.

33
 OVERCOMING BARRIERS TO EFFECTIVE BUSINESS COMMUNICATION

Because barriers might cause your message to be misinterpreted, you risk squandering time
and money by producing confusion and misunderstanding. Overcoming these limitations and
communicating a clear and precise message are all part of effective communication.

Make your ideas clear before communicating

Pause before speaking. Know what you'll say. Understand the topic. Set explicit
communication and thinking goals. Clarity in communication relies on precise sentences and
concrete words. Make sure your ideas are clear and keep your message short. Your message
will be received. Consider your options when you have a new idea to present. When
describing it, know all the methods, linkages, and why they exist. Prepare for audience
questions.

Ensure the time of your communication is good

When you talk to someone, try to pay attention to the time and how they are feeling. Don't
bother people, especially after work hours. When it comes to talking to people, time is very
important. When a group of people starts talking, you need to pay attention and talk at the
right time. It's also very important to say the right thing at the right time. Don't try to make
your listener laugh when they're in a terrible situation, for example. If your listener is in a
good mood, on the other hand, don't say anything that might make them unhappy or upset.

Listen Before you Speak Again

You must always pay attention to the other

person. Even if you and the other person
have opposing viewpoints on the subject,
listening to the other person breaks down
barriers. By listening, you will make the
other person feel as if their point of view is
just as valid as yours. You will also be able
to provide more appropriate input.

34
 OVERCOMING BARRIERS TO EFFECTIVE BUSINESS COMMUNICATION

Use a language your listener can understand

You must make certain that you are speaking in a language that your listener can
comprehend. While speaking and writing, keep your grammar and vocabulary as simple as
possible. You can always demonstrate your linguistic talents by producing a report or a
thesis. However, avoid employing sophisticated vocabulary or a different accent when
conveying an important message or chatting officially or informally. Easy-to-understand,
jargon-free verbal and written messaging captivate your audience. It will pique their
curiosity about the topic. They will also be able to speak with you easily.

Make your message to the point and short

Make your message clear and concise when speaking, writing emails, or conversing. To
begin, keep any extraneous information to a minimum. Second, just express one idea,
concept, or emotion at a time. Finally, make sure your message isn't too long. People
generally lose track of long communications, become bored, or lose interest in the subject
when they hear them. Your message recipient will struggle to understand and act on the
message. As a result, you'll have to spend more time explaining things.

Check if the other person has understood your message

Make sure your message is understood. Giving and receiving feedback shows you care what
others think. Feedback determines if the recipient realises the information's worth. Face-to-
face communication reveals the recipient's reaction. In written or other communications,
the sender should use a feedback approach.

Take care of your body language, tone and content of the message

Facial expressions, gestures, posture, and voice tone are powerful. Use proper body
language when speaking. Positive aggression may surprise your audience. Be courteous.
When congratulating someone, be really happy. If you say "Congratulations!" with a sad
face, you'll seem unhappy with their progress. Body language and tone can misunderstand
the message's subject. Also, avoid using contradictory or double-meaning terms.

35
 OVERCOMING BARRIERS TO EFFECTIVE BUSINESS COMMUNICATION

Do not interrupt when someone else is speaking

Interrupting a speaker is strictly forbidden. Wait until they have completed all of their
remarks. This is considered unfriendly behaviour. In contrast, interrupting someone diverts
their attention away from what they were saying. Consequently, they may encounter a lack
of flow. Therefore, if you interrupt someone, you must have a valid reason. Otherwise,
refrain from speaking until the other person has concluded.

Make your message judgement free

When speaking, avoid being disrespectful or inconsiderate to others' cultures, religions, or

beliefs. It will degrade your audience and may have an emotional impact on them. As a
result, they'll become disinterested in the discussion. Respecting the thoughts and
viewpoints of others is critical to breaking down barriers to good communication. If you wish
to say something respectfully about a culture, religion, or belief, do so.

36
 ACTIVITY 2.1

A. Define business communication process

B. Components of business communication process

37
 ACTIVITY 2.2
A. Match the business communication barriers
Anger, frustration and humour can impair a person’s
Language
decision-making abilities and as a result, limit their ability to
barriers
communicate effectively.
The necessity for efficient communication arises from
Cultural people’s differing perspectives and opinions. Different
barriers points of view on a subject can make it difficult to
communicate effectively.
When two people in an organization belong to different
Physical religions, states or countries, a cultural barrier occurs.
Barriers Distinct cultures have different beliefs, speak in different
ways, and live in different ways.
There are numerous ways to communicate in any
organization. It may be difficult to sent the message
Psychological
appropriately if you do not use a proper communication
Barriers
system or if you use several separate communication
systems.
Being excessively introverted or extroverted can make it
Organizational
difficult to communicate effectively. Making other
Structure
individuals uncomfortable by throwing tantrums or egos
Barriers
during a conversation is one way to do so.
Attitude Anger, frustration, and humour are all emotions that can
Barriers obscure a person’s decision making-abilities.
Perceptual Any object or sound that interferes with the transmission of
Barriers the message is considered an impediment.
Emotional Languages that define what we wish to say and
Barriers communicate to others act as a barrier for them.

B. Once ready, you may scan this QR code to complete this Kahoot Quiz.
GOOD LUCK!!

38
 ACTIVITY 2.3

Overcoming barriers to effective business communication. TRUE/ FALSE

i. Business communication barrier is anything that prevents us from receiving

and understanding the messages. ______
ii. We must maintain consistency about the message. ______
iii. To understand more we can overload information too much at one time.
______
iv. During communication don’t let anger control you. ______
v. From time to time, we can ignore feedback from our respondent. ______
vi. Communication process can be enhanced by analyzed and reviewed the
weakness. ______
vii. Body language, voice tone language and the way you’re speaking plays
important roles during communication. ______
viii. To shorten the communication process, do not allow any questions and
answer session. ______

39
CHANNEL OF BUSINESS COMMUNICATION
Learning Outcome:
❑ Display the verbal business communication
❑ Display the non-verbal business communication
❑ Display the factors when choosing channel of business
communication
 VERBAL BUSINESS COMMUNICATION

The term verbal refers to something that is "related to language and the use of words."

Verbal communication is any form of communication that involves the use of words. The most
accurate and powerful set of symbols are words.

The process of exchanging information or a message between two or more people using written
or spoken words is known as verbal communication.

Words have both denotative and connotative meanings. As a result, all serious or official
communication is usually done using words.

TYPES OF VERBAL BUSINESS COMMUNICATION

Verbal communication divided into three types which are oral communication, written
communication and electronic communication.

A. ORAL COMMUNICATION

Oral communication is the act of conveying information or ideas through the spoken word or
when messages or information are conveyed or communicated orally. It is an oral version of a
word-based communication system. Oral communication is used most of the time. Face-to-face
contacts, telephone conversations, voice mail, and meetings are all examples of oral
communications.

41
 TYPES OF VERBAL BUSINESS COMMUNICATION

i. Face to Face
Face to face communication is defined as
communication in which the communicator
orally conveys his message to the receiver in
person. Face-to-face communication is
described as the mutual influence of a person's
direct physical presence on his or her body
language. Face-to-face interaction is one of the
most basic parts of the social system, and it is
an important part of individual socialization and
life experience.

ii. Telephone and Voice Mail

Telephone
A telephonic conversation is an information exchange between two people through the
phone allows for the transmission of urgent messages and the provision of a fast reply.
This is a person-to-person chat, not a face-to-face interaction, in which no one sees each
other but everyone hears and interacts instantly. When distance is greater and time is a
factor, telephonic discussion is most successful. Cell phones, along with landlines, are
becoming more common as mechanical means of speech communication these days.

42
 TYPES OF VERBAL BUSINESS COMMUNICATION

Voicemail
A voicemail system is a computer-based
system that allows users and subscribers
to send and receive personal voice
messages, choose and transmit audio
information, and execute transactions
involving individuals, organizations,
products, and services using a regular
phone.

iii. Meeting

A meeting is a form of group communication that takes place around a predetermined

agenda, at a predetermined time, and for a predetermined length of time when a group of
individuals gathers to discuss or decide about something. Meeting members to address a
problem, an issue, or a unique situation.
It can also be defined as a circumstance in which two or more people gather to make a
decision. A meeting agenda, which may include the date, time, and place of the meeting,
as well as a sequence of points detailing the order in which the business will be handled,
will be produced and distributed to individuals who must attend the meeting.

43
 TYPES OF VERBAL BUSINESS COMMUNICATION

B. WRITTEN COMMUNICATION

When a message is documented in black and white copy, it is referred to as written

communication. It is a type of formal communication. The writer is the sender of the
communication or his representative. Written communication is commonly regarded as
legally binding by businesses and is frequently used as proof.

i. Memos
A memorandum is a type of written communication that can be utilized in a corporate
setting. A memo (also known as a memorandum) is a document used to communicate
rules, processes, or other official business inside an organization. It is frequently
written from a one-to-all (mass communication) perspective, conveying a message to a
large audience rather than one-on-one, interpersonal contact.

It can also be used to keep a team informed about project activities or to notify a
specific group inside an organization of an event, action, or observance. The objective
of a memo is usually to inform, but it may also include elements of persuasion or a call
to action.

44
Sample of Memo
 TYPES OF VERBAL BUSINESS COMMUNICATION

ii. Business Letters

A business letter is a formal document
that follows a specific format, typically
written for people outside of the
organization, or between companies, or
between such organizations and their
consumers, clients, and other external
parties.
The general tone of the letter is
determined by the nature of the
relationship between the persons
involved. Contact information, a
salutation, the body of the letter, a
complimenting conclusion, and a signature
are all included in a business letter.

Sample of Business Letter

iii. Reports
A report is a written document that organizes
information for a specified audience and
purpose. Although report summaries might
be presented orally, entire reports are nearly
typically delivered in writing form.
Introduction, scope, analysis, findings,
recommendations, references, appendices,
and any other additional details are examples
of details to include in a report, depending on
the purpose of the report.

Sample of Report 45
 TYPES OF VERBAL BUSINESS COMMUNICATION

iv. Newsletter
A newsletter is a printed report that contains
news (information) about a company's (legal
name; subscription business model) or an
organization's (institutions, societies,
associations) activities that is sent out by
mail on a regular basis to all the company's
members, customers, employees, or other
people who are interested.

Sample of Newsletter

v. Notice, Advertisement and Leaflet

Notice
Notices normally contained an information or
a warning about something that is going to
happen in the future, or the period of time
before it happens.

Sample of Notice

46
 TYPES OF VERBAL BUSINESS COMMUNICATION

Advertisement
Advertising is a form of commercial
communication in which a product, service, or
concept is promoted or sold through the use of
an explicitly sponsored, non-personal message.

Sponsors of advertising are typically businesses

wishing to promote their products or services
either through television, radio, newspapers
and most recent is through media social.

Sample of Advertisement

Leaflet
A leaflet, also known as a flyer, is a type of
paper advertisement that is often placed or
distributed in a public area, handed out to
individuals, or mailed. Flyers/leaflets range in
price from low-cost black-and-white
photocopies to high-priced glossy full-color
circulars.

Sample of Leaflet

47
 TYPES OF VERBAL BUSINESS COMMUNICATION

vi. Publicity Materials

Publicity materials normally either printed marketing materials are a highly effective
way to promote your business to customers, clients, business partners and potential
investors. Marketing materials are printed materials that business owners use to
promote their companies and services.

Examples: brochures, flyers, postcards, business cards, menus, sales sheets, etc.
Promotional Marketing Materials.

Sample of Publicity Materials

48
 TYPES OF VERBAL BUSINESS COMMUNICATION

C. ELECTRONIC COMMUNICATION
The conveyance of information utilizing advanced means such as computers, facsimile
machines, voice mail, electronic mail, teleconferencing, video cassettes, and private television
networks is known as electronic communication."
The way businesses communicate with one another has altered as a result of electronic
communication.

i. Electronic Mail
Electronic mail (e-mail) is a technique of transmitting messages between persons who use
electronic devices such as a computer, tablet, laptop, or even a mobile phone.
The exchange of computer-stored communications via telecommunication is known as
electronic mail, or email. Messages and papers can now be transmitted by email since
electronic mail transfers documents more quickly than regular mail. Gmail, Yahoo,
Microsoft Outlook, and others are examples of electronic mail providers.

ii. Podcasting
A podcast or generically net cast, is an episodic series of digital audio or video files which a
user can download to listen. Podcasting is the preparation and distribution of audio files
using RSS feeds to the computers of subscribed users. These files may then be uploaded to
streaming services, which users can listen to on their smartphones or digital music and
multimedia players, like an iPod.

Electronic Mail

Podcasting
49
 TYPES OF VERBAL BUSINESS COMMUNICATION

iii. Instant Messaging

Instant messaging (IM) technology is a type of
online chat that offers real-time text
transmission over the Internet. A LAN
messenger operates in a similar way over a local
area network. Short messages are typically
transmitted between two parties, when each
user chooses to complete a thought and select
"send". Example of instant messaging are
WhatsApp, Kik, skype, talk line and others.

iv. Video conferencing and Telepresence

Video conferencing means to conduct a

conference or meeting between two or more
participants at different sites by using computer
networks to transmit audio and video data. For
example, a point-to-point (two-person) video
conferencing system works much like a video
telephone.

Telepresence refers to a set of technologies which allow a person to feel as if they were
present, to give the appearance of being present, or to have an effect, via telerobotic, at
a place other than their true location. Examples of teleconferencing platforms normally
been used now are MS Teams, Zoom Meeting, WebEx, Google Meet and others platform.

50
 TYPES OF VERBAL BUSINESS COMMUNICATION

v. Blogs
A blog is a discussion or informational website
published on the World Wide Web consisting of
discrete, often informal diary-style text entries.
Posts are typically displayed in reverse
chronological order, so that the most recent
post appears first, at the top of the web page.
Through blog, the writer can share information
about a given topic and become an expert in an
industry. By using blog, business also attract
visitors to business’s site, and turn those visitors
into leads. Examples of blog such as such as
Places and Food, iMoney and others.

vi. Mobile Business Application

A mobile application sometimes known as an
app, is software that runs on a mobile device
such as a smartphone or tablet computer.
Mobile applications frequently provide users
with services that are similar to those available
on PCs. Most well-known companies, as well as
small businesses, have developed mobile
business application applications that can be
downloaded to serve their customers in areas
such as finance and accounting, communication,
time management, payment, organization,
delivery e-hailing, food delivery, and a variety of
other transactions.

51
 TYPES OF VERBAL BUSINESS COMMUNICATION

vii. Social Media

Social media is a type of computer-
based technology that allows people to
share their ideas, thoughts, and
information with others via virtual
networks and communities. Social
media is an internet-based platform
that allows people to share content
such as personal information,
documents, films, and images quickly
and electronically. Social media is
commonly used for social interaction,
news and information access, and
decision-making. It is a useful tool for
communicating with individuals locally
and globally, as well as for sharing,
creating, and disseminating
information.

Examples of social media are Facebook,

Instagram and others.

52
 NON-VERBAL BUSINESS COMMUNICATION

Non-verbal business communication is a type of communication that does not include the
use of words. Gestures, facial expressions, and body positions (together known as "body
language") are examples of nonverbal communication.

The tone and pitch of the voice, body language gestures (kinesics), and the physical distance
between the communicators are all factors to consider (proxemics). Nonverbal business
communication also necessitated unspoken assumptions and presumptions, as well as
cultural and environmental factors that could influence any human interaction.

53
 THE ASPECTS OF NON-VERBAL BUSINESS COMMUNICATION

a. Facial expression
One or more actions or postures of the muscles beneath the skin of the face constitute a
facial expression. These motions, according to one set of contentious beliefs,
communicate an individual's emotional state to observers. A large amount of nonverbal
communication is communicated through facial expressions.

Even before we hear what they have to say, the look on a person's face is generally the
first thing we notice. While nonverbal communication and behavior might differ
significantly across cultures, the facial emotions for happiness, sadness, anger, and fear
are universal.

54
 THE ASPECTS OF NON-VERBAL BUSINESS COMMUNICATION

b. Gesture and posture

Gesture
Gestures are deliberate gestures that are used to communicate meaning without using
words. Waving, pointing, and using fingers to signify numerical amounts are all
common gestures. Other gestures are arbitrary and culturally based.

Posture
Posture is how you hold your body when you are standing, sitting, or lying down. Good
posture means teaching your body how to stand, walk, sit, and lie so that your muscles
and ligaments don't get too tired when you move or do activities that put weight on
your body. There are two different ways to stand: Your dynamic posture is how you
hold yourself when you're moving, like when you walk, run, or bend down to pick
something up. Your static posture is how you hold yourself when you're not moving,
like when you're sitting, standing, or sleeping.

55
 THE ASPECTS OF NON-VERBAL BUSINESS COMMUNICATION

c. Vocal characteristics
Volume, tempo, pitch, rate, rhythm, fluency, articulation, pronunciation, enunciation, and
tone are only a few of the vocal attributes. These characteristics make your presentation
engaging, intriguing, and enjoyable to listen to.

They keep the audience focused on what you're saying. Volume (loudness), pitch (rise and
fall), tempo (rate), pause (silence), resonance (timbre), and intonation are the six factors
that make up vocal characteristics. Consider how changing your tone of voice can alter the
meaning of a sentence in a variety of ways.

d. Personal appearance
Personal appearance refers to a person's exterior look, regardless of gender, in terms of
bodily condition or traits, manner or style of clothes, and manner or style of personal
grooming, such as hair style and beards.

e. Touch
Touch, also known as haptics, is a term that describes how people and animals
communicate and interact using their sense of touch. Handshakes, holding hands, kissing
(cheek, lips, hand), back slap, "high-five," shoulder pat, brushing arm, and other gestures
can all be considered forms of communication.

56
 THE ASPECTS OF NON-VERBAL BUSINESS COMMUNICATION

f. Time and Space

Time
Time is a crucial component of any communication. When communicating with a group
of people, it is important to pay attention and communicate on time because it gives
value to one's perspective.

When time is effectively controlled throughout a communication, it results in a fantastic

communication with the desired outcomes.

Space
Space is typically linked to social status and is a crucial component of business
communication. The region within which you allow persons with whom you have a good
connection is referred to as space.

People appreciate their personal space, and when someone they don't know invades it,
they feel irritated, antagonised, or anxious. You are socially encouraging someone when
you allow them into your personal space.

57
 FACTORS TO CONSIDER WHEN CHOOSING CHANNEL OF BUSINESS
COMMUNICATION

The purpose of communication is to get your message across to others clearly and
unambiguously. It’s a process that can be fraught with error, with messages often
misinterpreted by the recipient. To avoid tremendous confusion, wasted effort and missed
opportunity you have to consider factors before selecting a channel of communication.

a. Richness
The amount and speed with which
information can be transferred is
referred to as channel richness.
Face-to-face communication has a
high level of richness since it
allows for the transmission of
information with rapid feedback.

A tweet has a low level of richness

because it simply allows for the
transmission of 140 characters with no reply. Face-to-face communication, on the other
hand, is confined to one person communicating with a few other individuals in close
proximity, but a tweet can reach thousands of people all over the world.

58
 FACTORS TO CONSIDER WHEN CHOOSING CHANNEL OF BUSINESS
COMMUNICATION

b. Formality
Formality refers to the nature of interpersonal relationships as well as one's attitude
about the way things are done. The level of formality in communication reflects the
seriousness with which it is conducted. It upholds a communication's level of decency. In
a communication event, formality aids in the selection of words.

c. Media and Channel limitations

There are numerous methods for reaching audiences, each with its own set of
advantages and drawbacks. This could include radio announcements, posters, info
sheets, in-person speeches, publications, email, films, websites, text messages, and
social media campaigns, among other things. In some areas, paper-based publications
may not be the most successful, and alternative media, such as radio, may be more
beneficial. As a result, in order to assure the efficacy of the communication process, the
firm must select the optimal media and channel to use. One of the most valuable routes
of communication within a business is face-to-face or personal communication.

d. Urgency

The mode of communication should be chosen with the urgency of the communication
in mind. The amount of time available is the most important consideration. Higher costs
may be justified if the message is delivered on time.

e. Cost

When choosing a form of communication, keep in mind the expense of transmitting a

message. The end outcome should be worth the money spent. Communication costs
must also be considered. Before deciding on a communication platform, the costs of
various methods should be addressed. Before deciding on the best communication
route, all of the costs associated with communication must be addressed.

59
 FACTORS TO CONSIDER WHEN CHOOSING CHANNEL OF BUSINESS
COMMUNICATION

f. Audience preferences

We will communicate to many different kinds of people in many different ways. These
include marketing, making connections, staff meetings, customer and supplier meetings,
disciplinary actions, and talking to regulators or government agencies.

Communication will be used to reach certain goals, and your goal will be to do it as quickly
and effectively as possible. So, you need to find out about the other person's background
knowledge, experience, and training to get an idea of how much knowledge, experience,
or training you can expect from them. Other things about the person who will read your
letter, like their age, type of home, where they live, gender, political views, and so on, may
affect how you design and write it.

g. Security and Privacy

Security

When sending valuables information via normal mail, there is always a risk. Important
documents should therefore be transmitted by registered mail; for added security, by
registered and insured mail. The sender must be cautious about the message's security.
The sender must decide whether the message will be transmitted by regular mail or
registered mail; by courier or messenger, and so on.

Privacy

If the communication to be delivered is secret or confidential, certain measures must be

taken to ensure its confidentiality. A phone call could be overheard, an e-mail or fax might
not be suitable, and an office memo could not be as private. In such circumstances, face-
to-face communication may be able to resolve the issue. Certain transactions in the
corporate world must be kept private. When one seeks secrecy, a letter will suffice. Secrecy
may be compromised in other communication channels, allowing undesired individuals
access.

60
 ACTIVITY 3.1

a. Define verbal business communication

b. Define nonverbal business communication

c. Explain aspects of nonverbal business communication

i. Facial expression

ii. Gesture and posture

iii. Vocal characteristics

iv. Personal appearance

v. Touch

vi. Time and space

61
 ACTIVITY 3.2

In a group of 5 members, students are required to:

a. Discuss a topic presented by your lecturer on any business-related occasion.
b. Prepare your meeting agenda and minutes of the meeting.
c. Role-play your discussion or meeting in less than 20 minutes. It can be
recorded for further reference (recorded in MS Teams/Zoom or any other
platform)

By end of the activity:

Submission by representative
i. Meeting agenda
ii. Minutes Meeting
iii. video/ video link through CIDOS or any other platform.

Sample of meeting agenda and minutes of meeting

62
 ACTIVITY 3.3

Draft one of your written communications based on the following scenarios:

i. Memo regarding the changes of working hours.

ii. A letter of job offer from the company to the new employee.
iii. Resignation letter.
iv. Notice of business closure.
v. Promotion of new products or services.
vi. Notice regarding the new address or branch.
vii. Application letter for a job vacancy
viii. Memo regarding “Why do you need to wear a mask?”
ix. Promotion of your products or services.

Once complete, present your outcome to get the feedback from your lecturer.

63
 ACTIVITY 3.4

Individual Activity

Students are required to promote themselves/products/services using any

electronic communication media or social platform such as TikTok, Facebook,
YouTube, and others.

Maximum video duration: 2 minutes.

64
 ACTIVITY 3.5

Group Activity

In a group of 5 members, choose 1 living icon and discuss the following aspects
related to the selected icon:

a) Facial expression
b) Body language and posture
c) Vocal characteristics
d) Personal appearance
e) Touch
f) Space and time

The findings are to be presented in recorded video/slides not exceeding 5 minutes.

Upload video/slides to CIDOS or any other platform.

65
 ACTIVITY 3.6

THE FACTORS TO CONSIDER WHEN CHOOSING CHANNEL OF BUSINESS COMMUNICATION

66
 REFERENCE

Adler, R. et al. (2013). Communicating at Work: Principles & Practices for

Business and the Professions. 11th Edition. McGraw Hill

Courtland L. Bovee et al. (2016). Business Communication Today. 13th Edition.

Pearson Education Limited

Dwyer, J. (2016). Communication for Business and the Professions. 6th Edition.
Pearson Education Australia.

Locker et al. (2015). Business and Administrative Communication, 11th Edition,

New York: McGraw-Hil

Taylor, S. (2012). Model Business Letters, Emails and Other Business

Documents. 7th Edition. Pearson Education Limited

67
 ABOUT THE AUTHORS

HASNI BINTI HASHIM is a Lecturer at NORSYILA BINTI RASHID is a Lecturer

Politeknik Sultan Salahuddin Abdul Aziz at Politeknik Sultan Salahuddin Abdul
Shah. She received her Master of Aziz Shah. She received her Master of
Science (Banking) from University Utara Business Administration from
Malaysia. She did her Bachelor of University Teknologi Malaysia. She did
Business Administration (Executive) at her Bachelor of Business
University Kebangsaan Malaysia. She Administration (Hons) Islamic Banking
has 10 years experience in teaching and and Diploma in Accountancy at
her teaching interest include Business Universiti Teknologi MARA. She has 5
Communication, Business Ethics and years experience in teaching and her
Banking in Malaysia. teaching interest include Personality
Development, Organizational
Behaviour as well as Islamic Banking
and Finance.