BUSINESS LETTER WRITING 1.8
Importance of Written Communication in Business
by Rick Suttle, Demand Media
The leader must be able to share knowledge and ideas to
transmit a sense of urgency and enthusiasm to others. If a leader can’t get a
message across clearly and motivate others to act on it, then having a message
doesn’t even matter.
- Gilbert
Amelio
There are different forms of
communication in business, such as verbal, nonverbal and written. Each of these
communication forms is significant. However, written communication usually
requires more thought and effort. Writing must be concise, informative and easy
to read as both an informative and instructional tool. The importance of
written communication in business is evident by the plethora of forms, manuals
and materials that companies publish each day.
Significance:
Written communication can take the
form of legal documents or manuals. For example, OSHA (Occupational Safety and
Health Administration) outlines health and safety policies and procedures for
industrial and commercial businesses. These documents ensure clarity among
employees and minimize the chance for any misunderstanding. Employers may also
issue dress policy or personal conduct guidelines for employees to better
ensure proper behavior. Written warnings are also used to enforce certain
policies in the workplace. An employee will likely change his behavior when
employers document infractions with letters and he faces possible termination
for noncompliance.
Identification:
Written communication is also
important for instructing employees on certain tasks and projects. For example,
a boss may meet with an employee about a special project. She may hand the
employee a list of tasks she wants completed for the day. The written
instructions may inform the employee whom to contact for certain information.
The boss may also indicate which items are most important so the employee can
prioritize his tasks.
Function:
Company managers use written
communication in the form of reports or presentations. For example, a marketing
research manager will often analyze results from a survey in a report. She may
also recommend certain strategies for upper management, based on consumer needs
and preferences. Additionally, department directors often create written
presentation booklets for employees who attend their meetings. Written
presentations are an effective means of providing key information to other
departments.
Features:
Written communication is also
important for business advertising. Small companies need to promote their
businesses to potential consumers and business customers. Written
advertisements include direct mail pieces such as sales letters and brochures,
magazine display ads, fliers, Internet ads and catalogs. Advertising is
designed to attract attention then compel people to purchase products,
according to advertising expert Dave Dolak. Companies such as mail order or
Internet businesses often count exclusively on written advertisements for
attracting customers.
Email:
Email is an extremely important
written communication tool used in business. Employees write multiple emails
each day, setting up meetings or apprising bosses about the status of projects.
The email is often used as an information tool after a meeting. Managers can
sum up the key points of a meeting, then confirm follow-up assignments or tasks
with email recipients.
Developing Good Business Communication Skills
• Writing skills are important
because the majority of organizational correspondence is through the written
word, in the form of letters, announcements, proposals, reports, memos, and
perhaps case studies.
• Speaking is important because
members must be able to express ideas verbally in a way that will both clearly
get points across and hold the interest of listeners. Additionally, members
might be called upon to conduct presentations to management, existing customers,
or prospective clients.
• Listening is important
because, the ability to listen — or the ability to tune in to the needs and
objectives of clients, customers, and colleagues — is the one skill that can
make the difference between a mediocre company and a good company.
• Reading is important because
members of an organization must be able to interpret information correctly;
moreover, they must be able to proofread their own written communications in
order to ensure their messages will be properly interpreted.
In summary, in today’s electronic
age, with all its gadgetry, for example, cell phones, fax machines, iPods,
Blackberries, and computers, information is transmitted at the speed of light.
Such electronic devices, however, are only as effective as the humans operating
them, which is why members of an organization must possess proficiency in writing,
speaking, listening, and reading.
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