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Basic elements of business communication

September 24, 2019

Introduction

Information, feelings and ideas sharing is the communication. In the business communication these sharing would related to the business. The business communication share information between people within and outside an organization or the business communication relay information within a business by its people. The importance of communications for the business organization is not only to reach their customers but also customers reach to them. From very recent decades people used newspapers, radio, TV for their communication and now technologies are widely spread all over the world and people using developed technologies like internet, computer, mobile phone for their communication. That result the communication extended to more people with fast speed and low cost.

A blogger, one of the leading thinker on communication strategies in an online environment, since 1994 from Australia (Hopkins, n.d.), in his blog he has written that there are seven essential elements to successful business communication. He stated these seven elements are Structure, Clarity, Consistency, Medium, Relevancy, Primacy/Recency and Psychological Rule of 7±2. He described these seven elements separately. 
Mr. Lee Hopkins
Before writing much more, I would like to explain why I selected Lee Hopkins blog for getting information to this article. I tried my best to follow the guideline given in the assignment and find an article that has the information of basic elements of business communication with tables and charts, but I couldn’t. Through internet searching I got some of the information and few article that has written related to basic elements of business communication. Among these article I preferred Lee Hopkins blog that has more details of business communication elements even though without any tables and charts. 

Discussion

In the business communication includes basic elements. These fundamental elements are playing different roles in the business communication. Under a topic of the seven essentials of business communication Lee Hopkins has given the details of these seven elements.

1- Structure: How you structure your communication is fundamental to how easily it is absorbed and understood by your audience. Every good communication should have these three structural elements: an opening, a body and a close. This structural rule holds true no matter what your communication is -- a memo, a phone call, a voice mail message, a personal presentation, a speech, an email, a webpage, or a multi-media presentation. Remember - your communication's audience can be just one person, a small team, an auditorium full of people or a national, even global, group of millions. In this instance size doesn't matter, the rules remain the same.

2- Clarity: Be clear about the message you want to deliver, as giving a confused message to your audience only ends up with them being confused and your message being ignored.
  
3- Consistency: Nothing more upsets a regular reader of, say, your newsletter than inconsistency of your message. Taking a position on an issue one week, only to overturn it the next, then overturn that position the following week, only breeds distrust in your message. People who distrust you are exceedingly unlikely to take the action you wish them to take. They are also highly unlikely to pay any attention to your future messages. As well as consistency amongst multiple messages, be aware that inconsistency within your message can be just as deadly to audience comprehension.

4- Medium: There are numerous ways you can deliver a message. The trick is to use the right one. The right one to communicate your message is that with the greatest accuracy, with the largest likelihood of audience comprehension, at the lowest fiscal cost and at the lowest time cost. It must meet all of these criteria. There's absolutely no value in spending the least amount of money if the medium you choose doesn't deliver on any of the other criteria. So you have a choice from any one or combination of the following: paper-based memo, one-to-one face-to-face presentation, one-to-one phone presentation, one-to-many personal presentation, one-to-many phone presentation, voice email, webcast/webvideo, television broadcast, tv/film commercial, letter, seminar, meeting, plain text email, text + graphics email, webpage, radio broadcast, press release and cd-rom/dvd etc.  Choosing the right medium or media is obviously critical, as the fiscal costs of some in the above list are higher than others.

5- Relevancy: The psychological reality is that unless a person is interested in the subject of the message they are highly unlikely to pay any attention, which means that if you force them to attend to your message you will actually turn them against you and be even less likely to receive their attention in the future. If your business communication needs to touch on several areas that might not be of interest to your entire audience, let them know of alternative resources that more fully address each of these additional areas.

6- Primacy/Recency: It is essential to know that, one week later, a business communication is remembered by one or both of two things: the power and memorability of its opening and the power and memorability of its close. Psychologists call the effect of remembering the first few items presented as a 'Primacy Effect'. Similarly, they call the effect of remembering the last few items presented to you as a 'Recency Effect'.

7- The Psychological Rule of 7+2 (seven plus or minus two): Psychologists have long known that the human brain has a finite capacity to hold information in short-term or 'working' memory.
Equally, the brain is also structured to retain information in 'clusters' or groups of items.
These clusters or groups average, across the whole of mankind, at seven items, plus or minus two, which means that your audience is only able to hold on to between five and nine pieces of information at any one time similarly, your audience will group your business communication's message with between four and eight other messages in their long-term memory.

Conclusion
The basic elements of business communication include different types of elements that have to use in the communication. According to Lee Hopkins the seven elements of successful business communications are Structure, Clarity, Consistency, Medium, Relevancy, Primacy/Recency, and Rule of 7±2.  If you are going to communicate effectively and successfully in business it is essential that you have to use these elements.

Reference
Hopkins, L. (n.d.). leehopkins. Retrieved from Leehopkins Web site: http://www.leehopkins.com/essential-of-business-communication.html
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