ICSA Certificate in Business Practice: Business by Patrick Forsyth, David Madden
By Patrick Forsyth, David Madden
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Additional info for ICSA Certificate in Business Practice: Business Communications
Think back to the last time you had to write an important letter, memo or report. Try to think how well you carried out each of the points of preparation, and, most importantly, whether you could have done each one better. 1 Corporate communication There are three branches to corporate communication: ● management communication – by senior managers ● marketing communication – advertising, sponsorship, sales promotion, direct mail ● organisational communication – PR, corporate affairs, internal and external communication.
Only when communication is truly two-way does it have value. 2 Filters Filters are factors which can affect the way a message is both sent and received; they exist at both the transmission and receiving ends of the communication loop. Both sender and receiver are affected by, for instance: ● ● ● ● ● ● ● ● their attitude/approach to the reason for the message their attitude to the sender/receiver their culture their emotions their status their education their language skills the relevance of the message.
The receipt of this information may prompt further communication from the originator: ● The message is re-sent. ● The message is encoded again, differently, and re-sent. ● The instruction contained in the message is modified, and the modified message is encoded and re-sent. All the above imply a repeat of the feedback process when the modified message is received. Feedback is the final process in, and is essential to, communication. For the giver, it is a way to check that you have understood the message.