Elements of Communication Process in Business We, define Business Communication Process like the way by which sender and receiver exchange essential information. It includes a few sequential parts otherwise components. The Communication process occurs here six phases containing nine elements. First, the sender has a thought; second, the sender encodes the thought; third, the sender transmits the message through using exact media; fourth, the receiver sends his answer to the sender as feedback. Figure shows the communication process which contains nine elements. Sender and receiver are the two most important parties; message and media are the two most important communication functions and the last element in the method is noise which interrupts the flow information.
The components or elements of the Business Communication Process are ornately explained under with the help of a fantasy television advertisement Unilever Bangladesh Ltd of Lux Soap.
Elements of Communication Process
Sender: Sender is the person or party who sends the message or idea to the receiver. Sender is the source of any communication and communication takes place based on him. in our example, Unilever Bangladesh Ltd. is the sender.
Encoding: Encoding means the process of putting thought into symbolic form which can be understood by another person to whom the sender wants to communicate the idea. In other word, encoding means converting the idea into a understandable message. In our example, Unilever advertising agency assembles words and illustrations into an advertisement that will convey the intended message.
Message: Message is the set of symbols that the sender transmits to the receiver through the media or channel. We exchange messages in oral, written and symbolic form. In our example, message is the actual advertisement of Lux given by Unilever.
Media: Media refers to the specific communication channel through which the message moves from sender to receiver. It bridges the gap between the sender and the receiver. We use different types of media for transmitting messages like letter, newspapers, radio, TV, telephone, fax, e-mail etc. in our example; media means television and specific television program that Unilever selects.
Decoding: Decoding is the process by which the receiver assigns meaning to the symbols encoded by the sender. According to Bovee and Others, “Decoding is the process of interpreting a message to arrive at the senders meaning.” Communication will be more effective if decoding matches clearly with encoding. In our example, the consumer watched the advertisement of Lux and interprets the words and illustrations it contains.
Elements of Communication Process
Receiver: Receiver is the person or party who receives the message sent by the other party (sender). In our example, receiver is the audience who watches the advertisement of Lux soap.
Response: Response is the reaction of the receiver after being exposed to the message. it is the action or reaction of the receiver after getting the message. The response may be immediate or deferred, favorable or unfavorable. In our example, the responses of advertisement of Lux may be consumer likes Lux better, likely to purchase Lux soap next time etc.
Feedback: The observation of the receiver’s response is called feedback. In other words, the part of the receiver’s response communicated back to the sender is called feedback. Actually, it is the amount of response of the receiver that reaches to the senders. In our example, the feedback may be that consumers praise or criticize Unilever advertising its products. Feedback is extremely important for making two-way communication effective. It enables the sender to evaluate the effectiveness of the message.
Noise: The last element of Business Communication Process is noise. Noise is the unplanned static or distortion during the communication process that results in the receiver’s getting a different message than the sender sends. It is the disturbance occurred in the process of transferring the information. Noise may occur in any of the steps in the communication process. In our example, the audience or consumer may have poor TV reception or may be distracted by family members while watching the advertisement.
From the above discussion, about Elements of Communication Process it can be said that the Business Communication Process is a sequence of some steps or elements and the communicator or sender must take initiatives to magnify each sequence to make the communication process effective and meaningful.