7.2 Business Communication – Methods of Communication
Objective
To evaluate the strengths and weaknesses of the various communication methods used in modern business environments, to link each method to the three main communication purposes (informational, persuasive, directive), and to understand how channels, barriers, feedback loops and managerial actions influence the choice of method.
1. Purposes of Business Communication
- Informational – convey facts, data or instructions (e.g., policy updates, sales figures).
- Persuasive – influence attitudes or behaviour (e.g., marketing pitch, negotiation).
- Directive – give orders, set standards or request action (e.g., health‑and‑safety directive, performance‑review feedback).
2. Methods of Communication (Cambridge 9609 terminology)
2.1 Spoken Communication
- Face‑to‑Face (in‑person)
- Telephone
- Video Conferencing (Zoom, Teams, etc.) – combines spoken and visual cues
2.2 Written Communication
- Formal Letters
- Internal Memos & Notices
- Email
- Written Reports, Policies & Contracts
2.3 Electronic Communication
- Email (also listed under written – here emphasised as electronic)
- Intranet & Internal Portals
- Instant Messaging / Social Media (Slack, WhatsApp, Teams chat)
2.4 Visual Communication
- Presentations (PowerPoint, Prezi, etc.)
- Charts, Diagrams & Infographics
- Video & Audio‑visual aids used in meetings or on websites
3. Strengths & Weaknesses of Each Method
3.1 Face‑to‑Face (In‑Person)
| Strengths | Weaknesses |
|---|
- Immediate two‑way feedback and clarification.
- Rich non‑verbal cues (body language, tone, eye‑contact).
- Builds strong personal relationships and trust.
- Ideal for complex, sensitive or persuasive messages.
|
- Time‑consuming; often requires travel.
- Higher direct costs (venue, transport, accommodation).
- Limited to participants who can be physically present.
- Potential for environmental distractions.
|
3.2 Telephone
| Strengths | Weaknesses |
|---|
- Real‑time interaction; quick for urgent matters.
- Lower cost than travel.
- Voice tone conveys emotion.
|
- No visual cues – higher risk of misinterpretation.
- Connection quality may be poor.
- Difficult to involve large groups.
- Limited record‑keeping unless calls are recorded.
|
3.3 Video Conferencing (Zoom, Teams, etc.)
| Strengths | Weaknesses |
|---|
- Combines spoken and visual cues.
- Reduces travel costs while retaining a “face‑to‑face” feel.
- Screen‑sharing, whiteboards and breakout rooms support collaboration.
- Can host large groups, webinars or training sessions.
|
- Requires reliable internet and suitable hardware.
- Technical glitches (lag, drop‑outs) can disrupt flow.
- “Zoom fatigue” may lower engagement.
- Security concerns (unauthorised participants, data leakage).
|
3.4 Formal Letters (Written Correspondence)
| Strengths | Weaknesses |
|---|
- Highly formal – suitable for legal, contractual or official matters.
- Permanent, signed record.
- Can be carefully drafted and proof‑read.
|
- Slow delivery – days or weeks.
- Higher cost (paper, postage, handling).
- Limited interactivity; follow‑up needed for clarification.
|
3.5 Internal Memos & Notices
| Strengths | Weaknesses |
|---|
- Fast way to disseminate information within the organisation.
- Can be posted on notice boards, intranet or emailed.
- Formal yet less costly than letters.
|
- May be overlooked if too many circulate.
- Only reaches internal audience.
- Usually lacks immediate feedback mechanism.
|
3.6 Email
| Strengths | Weaknesses |
|---|
- Written record for audit and reference.
- Instant delivery to multiple recipients.
- Attachments (documents, spreadsheets, images).
- Recipients can read at a convenient time.
|
- Information overload; important messages may be missed.
- Response delays are common.
- Tone can be misread without vocal cues.
- Security risk if not encrypted.
|
3.7 Written Reports, Policies & Contracts
| Strengths | Weaknesses |
|---|
- Detailed, structured presentation of complex information.
- Provides a legal or procedural reference.
- Can be reviewed, edited and approved before distribution.
|
- Time‑consuming to produce.
- Often lengthy – may discourage full reading.
- Physical copies add printing and storage costs.
|
3.8 Instant Messaging & Social Media (Slack, WhatsApp, Teams chat)
| Strengths | Weaknesses |
|---|
- Instantaneous communication.
- Supports informal, rapid collaboration.
- Easy sharing of multimedia (photos, short videos, links).
- Channels can be created for specific projects or teams.
|
- Informality may lead to ambiguity or unprofessional tone.
- High‑volume chats can cause information to be lost.
- Security and confidentiality concerns.
- Not always appropriate for external or formal communication.
|
3.9 Intranet & Internal Portals
| Strengths | Weaknesses |
|---|
- Centralised repository for policies, documents, announcements.
- 24/7 access for all authorised staff.
- Facilitates self‑service information retrieval.
|
- Requires regular updating to stay relevant.
- Initial development and ongoing maintenance costs.
- Potential for information overload if poorly organised.
|
3.10 Visual Aids (Presentations, Charts, Diagrams)
| Strengths | Weaknesses |
|---|
- Enhances understanding of complex data.
- Supports persuasive and informational purposes.
- Can be shared electronically or printed.
|
- Preparation can be time‑consuming.
- Over‑reliance on visuals may reduce verbal explanation.
- Requires appropriate software and design skills.
|
4. Mapping Methods to Communication Purposes
| Method |
Best for Informational |
Best for Persuasive |
Best for Directive |
Typical Example |
| Face‑to‑Face |
✔ |
✔✔ (high impact) |
✔✔ (clarifies orders) |
Sales pitch to a key client |
| Telephone |
✔ |
✔ (quick persuasion) |
✔ (urgent directive) |
Urgent health‑and‑safety instruction |
| Video Conferencing |
✔ |
✔✔ (visual aids + live interaction) |
✔ (team briefing) |
Remote product demonstration |
| Email |
✔✔ (record‑keeping) |
✔ (formal proposals) |
✔ (policy distribution) |
Monthly sales report to senior management |
| Formal Letter |
✔ (official information) |
✔ (formal negotiation) |
✔✔ (legal directive) |
Contract amendment notice |
| Internal Memo/Notice |
✔✔ |
✖ (rarely persuasive) |
✔ (procedural directive) |
New IT security policy |
| Written Report/Policy/Contract |
✔✔ |
✖ (usually informational) |
✔ (formal directive) |
Annual financial audit report |
| Instant Messaging |
✔ (quick updates) |
✔ (informal persuasion) |
✔ (immediate task request) |
Project‑team task allocation |
| Intranet/Portal |
✔✔ (central repository) |
✖ (rarely persuasive) |
✔ (policy posting) |
Employee handbook access |
| Presentations/Visual Aids |
✔ (clarify data) |
✔✔ (support persuasion) |
✔ (outline action steps) |
Quarter‑yearly performance review meeting |
5. Channels of Communication
| Method |
One‑Way / Two‑Way |
Vertical (up/down) or Horizontal (across) |
| Face‑to‑Face | Two‑Way | Both vertical and horizontal |
| Telephone | Two‑Way | Both vertical and horizontal |
| Video Conferencing | Two‑Way | Both vertical and horizontal |
| Email | Both (can be one‑way or two‑way) | Both vertical and horizontal |
| Formal Letter | One‑Way (usually) | Typically vertical (external to internal) |
| Memos/Notices | One‑Way | Horizontal or vertical |
| Instant Messaging | Two‑Way (real‑time) | Primarily horizontal, can be vertical |
| Intranet/Portals | One‑Way (posting) + Two‑Way (forums, feedback) | Horizontal and vertical |
| Presentations/Visual Aids | Typically One‑Way with Q&A (two‑way) | Both |
6. Barriers to Effective Communication
| Barrier |
How It Affects Methods |
Mitigation |
| Physical (noise, distance) |
Telephone & video calls can suffer from poor sound; face‑to‑face may be disrupted by a noisy environment. |
Use quiet rooms, high‑quality headsets, and test equipment beforehand. |
| Semantic (jargon, ambiguous language) |
Email, memos, letters and reports may be misread if terminology is unclear. |
Adopt plain‑language guidelines; provide glossaries where needed. |
| Cultural |
Non‑verbal cues differ across cultures; instant messaging may be perceived as too informal. |
Train staff on cultural awareness; choose formal channels for cross‑cultural messages. |
| Technological |
Video conferencing, intranet and instant messaging rely on reliable internet and compatible devices. |
Maintain IT support, have backup routes (e.g., phone), and schedule regular system checks. |
| Organisational (hierarchy, information overload) |
Too many memos or emails can cause important information to be ignored. |
- Standardise subject‑line prefixes (e.g., “ACTION‑REQ”, “INFO”).
- Limit distribution lists to relevant recipients.
- Use the intranet for reference material; keep email for time‑sensitive items.
|
7. Feedback Loops
- Effective communication is a two‑way process; senders should request confirmation of receipt (read‑receipts, acknowledgements).
- Use follow‑up questions, brief debrief meetings or short surveys to gauge understanding.
- Record feedback – minutes of meetings, summary emails, or logged chat discussions – for future reference.
- When using asynchronous methods (email, intranet), encourage explicit replies (“Please confirm you have read and understood”).
8. Role of Management in Facilitating Communication
- Develop and enforce clear communication policies (e.g., email etiquette, response‑time standards).
- Provide training on the appropriate use of each method and on overcoming common barriers.
- Encourage informal networks (coffee chats, internal social platforms) to complement formal channels.
- Monitor feedback loops; adjust processes when breakdowns are identified.
- Ensure suitable technology, regular maintenance and adequate resources are available.
9. Strategies for Improving Business Communication
- Standardise email subject lines and use clear headings.
- Prepare agendas and distribute them before meetings (face‑to‑face or video).
- Adopt a shared intranet for version‑controlled documents.
- Schedule regular brief check‑ins (short calls or instant‑message updates) for project teams.
- Use visual aids to support complex data in presentations and reports.
- Implement a “no‑jargon” policy for external communication.
- Maintain a record‑keeping system (archived emails, minutes, recorded calls) for audit purposes.
10. Cultural and Ethical Considerations
- Respect cultural norms – appropriate forms of address, preferred communication style, and timing.
- Protect confidential information – encrypt emails, use secure messaging platforms, limit intranet access.
- Comply with data‑protection legislation (GDPR, local privacy laws) when storing or sharing electronic communication.
- Maintain professionalism on social media; keep personal and business accounts separate where possible.
11. Choosing the Appropriate Method – Decision Checklist
- Purpose of the message – informational, persuasive, directive.
- Audience – internal vs external, size, cultural background.
- Complexity – need for visual aids, discussion, or detailed documentation?
- Urgency – how quickly must a response be received?
- Record‑keeping requirement – is a permanent audit trail needed?
- Cost and resources – budget, technology availability, travel constraints.
- Potential barriers – language, technology, noise, overload.
- Feedback loop – how will you confirm receipt and understanding?