What is Communications?

This covers the exchange of information through different mediums; practically it involves the sharing and receiving of information by different parties.

From the perspective of a firm, communication is the sharing of information within and outside of the firm, this is often referred to as “corporate communications”. Firms use both internal and external communication. Internal communication occurs between the employees of the firm, this can include communication between the subordinate and the manager, the manager, and the owner and cross-departmental communication. Then there is external communication, which is actioned by the delegating of projects between employees, giving and receiving feedback, as well as problem-solving communications between employees of a firm. PR communications, press releases, social media management all form part of external communications.

Communication mediums include web-based such as email and direct/instant messaging systems, telephonic and video, face-to-face as well as documented such as meeting minutes or reviews and lastly surveys and forums. Communication is also used to measure reach and impressions of organisational outputs, which in turn can aid in strategic decision-making. This ensures that various aspects in the communications sphere are accounted for which enables the users to constantly monitor and evaluate its effectiveness. Organisations also make use of this idea in their marketing communications mix, as it allows them to make more informed and deliberate decisions.

The importance of communication for firms depends solely on the firm’s agenda and goals. Communication is often used to share the firm’s goals whilst simultaneously used to help achieve these goals once actioned. In practice, efficient communication helps with clarity between the firm-customer as well as the firm-employee.  An example of a communication goal could be to increase the overall efficiency of customer feedback, which aids in the customer satisfaction dynamic, found in the marketing mix. This concept plays a role in developing strategic communication functions, which has many organisational benefits. Communication aids employee engagement and turnover as well as improving the firm’s customer experience.

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