8. Communication: Lifeblood of Every Organization

Abstract

Business Communication is an art; it needs to be handled with creativity, empathy, acumen and conscientiousness. The advent of Twitter and tablets as leading performers on the technology panorama, along with Facebook, cloud applications, email marketing, has made the art of communication vital. Today it has become all the more important that one evaluates the communication situation and the audience, identify a suitable tactic for meeting a business goal, and use words and visuals with dexterity. A layman’s definition of effective communication is ‘to communicate to get the desired outcome’. Business communication requires investigation, judgement, resourcefulness and effort. There are several works available in the market which describe the process of communication along with its challenges/ barriers and the issues faced by people and organizations....