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4 ‘S’s ADOPTED IN BUSINESS ORGANISATIONS FOR EFFECTIVE COMMUNICATION

Article Summary: Present day business organizations adopt different methodologies in communicating the message to its stake holders making use of the favorable changes that have taken place in the environment.

4 ‘S’s ADOPTED IN BUSINESS ORGANISATIONS FOR EFFECTIVE COMMUNICATION

I) INTRODUCTION

Communication is the process of transferring the message from the Sender to the Receiver

The elements of communication are the Sender, Receiver, Information and the Environment

The objective of the communication is to ensure that the Receiver receives the information sent by the Sender properly at the expected time of the Sender

To achieve the objective the Sender takes care in deciding the process of communication of the message in the following aspects ( viz )

1) What exactly needs to be communicated ?
2) When should it be communicated ?
3) How should it be communicated ?
4) Where should it be communicated ?

The communication elements are the same whether it relates to communication between two individuals or between two individuals in a business environment

In business the individual assumes a functional role assigned by the management to him and communicates with others engaged in the business activity as the role demands

Communication is sent from the sender to a group of people or to a mass gathering

Thus all the communication that takes place in a business organization refers to the term ‘Business communication’ and most of it will be purpose oriented communication

Hence the individuals in the business take all the required efforts to make the communication very effective towards achieving the purpose for which the organization is set up

Present day business organizations adopt different methodologies in communicating the message to its stake holders making use of the favorable changes that have taken place in the environment. By doing so the companies have increased their operation levels significantly and which is facilitating them by expand by manifold


II) CLASSIFICATION OF BUSINESS COMMUNICATION

Business communication can be classified in many ways and are discussed below

Business communication could be classified as Formal communication ( performed to achieve business objectives directly, like meetings, conferences, etc ) and the Informal communication ( performed to achieve business objectives indirectly get together parties organized by the company )

Business communication could be classified based on the receiver of the communication 1) to individuals within the company and 2) individuals outside the company

The companies need to communicate with the individuals / organizations outside the company like Marketing intermediaries, Government, Suppliers, Investors, Customers, Public, Service providers and others

On the other hand the companies need to communicate within itself like communicating with employees, inter departments, etc for maintaining records, log books, registers, etc which all of them communicates information between the employees

Business communication could be classified on the mode of sending the message 1) orally 2) written 3) oral and written 4) through body language and 5) through smell . The human organs of the receiver ( via ) ear, nose, eyes, skin and tongue the message is put into the receivers mind. Audio, Video, Over head projector, LCD, etc

The author of this article wants to highlight the strategy being adopted by the present day companies 4’S’ s ( Standardizing, Systematizing, Selecting and Supporting ) in achieving effective communication in their businesses which forms the backbone of the business

II) 4 ‘S’s IN COMMUNICATION

Companies have introduced computers wherever possible in communicating within the organization and with the organizations outside minimizing the human component to increase productivity, 24 hours a day accessibility from any place, avoiding long queues for response by the information seeker, minimizing paper work, etc provided the receiver of the information should possess a computer system and be familiar with the operation of the system.

The stake holders of the companies have also started accepting the replies received through computer systems availing the advantages like precise, brief, quick, etc information availability through computer net working

Standardizing

Companies have started realizing the importance for Standardizing ( ie ) Structuring the formats for internal and external communication purposes. The company achieves the following benefits from standardizing the formats for communication

1) minimize mistakes which arise due to human errors
2) takes less time for preparation and for understanding the contents of the communication
3) helps to achieve uniformity facilitating easy processing
4) helps to achieve user friendly system making any employee to work in the system
easily
5) to link branch offices situated at different locations, to link different operations of the business, etc using computer
6) standardizing the functions will facilitate implementation of the system in the subsequent stage

examples

1) Purchase order used by the purchase department in a company
2) Leave letter of the employees used in the HR department
3) Quotation for the enquiry of the customer in the Marketing department
4) Material requisition note issued by the Production department, etc

Systematizing

Companies started realizing that system is more effective in managing the people than men management. The system implemented ensures that people are discharging their duties without the need for manager monitoring them. Added to that the application of the computer in all the fields of the business using the required software has facilitated the Managers to function more efficiently with accurate data whenever required with less cost. The manpower required for implementing and operating the system is also considerably reduced with the introduction of the computers in the system.

Hence companies have stared implementing computer aided systems in all the functional areas of business like Production, Finance, Marketing and Human Resource Development departments

The Partner of the company who is abroad can know the stock availability of the product in the warehouse of the factory through on line without asking anybody for information, the Marketing Manager of the company can know the dealer’s monthly purchases through on line, etc

Thus the business organizations have realized that it can grow well only by maintaining transparency in their transactions ( communicated through on line system ) within the stakeholders using the computer applications incorporated in the system

They have realized that the companies provide the following advantages

1) Increased labour / machine productivity
2) Improvement in quality
3) Minimizes wastage
4) Reduces cost
5) Reduces problem arising out of men employed
6) Increases customer satisfaction due to quick and efficient service
7) Increased revenue
8) Increases connectivity of departments
9) Helps the companies to cater to a larger market located at different locations, etc

Lot software packages are available in the market which systematize the operations of communicating the information to the people concerned

Hence almost all the companies, even in the under developed countries, are adopting System based operations wherever possible in their business transactions to develop an effective communication system

Selecting

It is impossible for any company to Standardise and Systematise all the communicating operations in the departments which may be due to un viability reason or may be due to varieties of operations involved or may be because of any other reason

Hence the companies conduct cost benefit analysis or study the importance of the activity and decides to implement system for communication purpose where it feels systematized information providing system is worthwhile implementing

Hence the companies adopts ABC analysis, VED analysis, etc of the activities for selecting the activity

Selection process helps in identifying the area in which communication system to be established

Supporting

Companies have started using mechanical devices in the communication system to ensure effective communication like Video conferencing equipments, Over head projectors, LCD, Movie camera, etc incorporated in the system to communicate with the stake holders of the company.


Example 1

The Advertisement Manager of the Marketing department of the company communicates with the mass of the targeted customers.

He uses the computer system in developing many animated pictures using different colors, sizes, etc in permutation combination to select the best by spending negligible money

Example 2

Communication to the customer on the availability of tickets by the Airways companies are done through computer systems more effectively and accurately

Example 3

Communication with Government authorities engaged in collection of excise duties, sales tax, etc in the system than big registers

These mechanical devices provide many benefits to the management in ensuring effective communication like

1) Quick transfer of message
2) Minimizes cost ( minimizes expenses towards travel expenses, venue, etc )
3) Ensures accurate information
4) Facilitates accessibility for many at the same time
5) Minimizes dependency on others / other agencies in passing on the message, etc

Hence with the available advanced technology mechanical devices the companies are achieving the basic function of communication very effectively

III) CONCLUSION

Companies are able to communicate very effectively both within the company and also to outsiders of the company by adopting the above mentioned strategy of 4’S’s

Companies aim for correct information preferably messages using effective Management terms and Technical terms conveying information more meaningfully and effectively thereby minimizing wastage of time both for sender and receiver

After the innovation of the computer and acceptance of the same by the people even in under developed countries communication has become very effective both for internal communication purpose ( between functional departments like Production, Finance, Marketing and Human Resource Development ) and for external communication purposes like ( between Customers, Government,

Article Source: http://www.upublish.info

About the Author:
V S RANGARAJAN
EDUCATIONAL QUALIFICATION B TECH, MBA, M PHIL , (PH D ) EXPERIENCE INDUSTRIAL CONSULTANCY 18 YEARS INDUSTRY 3 YEARS TEACHING 5 YEARS