THE ART OF COMMUNICATION IS IMPORTANT IN BUSINESS SUCCESS

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1 THE ART OF COMMUNICATION IS IMPORTANT IN BUSINESS SUCCESS L art de la communication est important pour le succès des entreprises MSc. Filonida Uka Master in linguistics and communication University of Neuchâtel, Switzerland Master in Accounting and Finance University College of International Management Globus, Prishtine Abstract This paper presents the role and the importance of communication in the company. The communication affects all the areas of the life, whether personal relationships, trade or work. In the world of work, communication has become an important issue. It contributes to the development, the success or the failure of the company, it structures the corporate life. The communication can be internal or external: internal communication applies to members of the company or subcontractors involved in the operation of the company (employees); external communication targets the company s environment (suppliers, customers, states, financial institutions or non-financial and other external partners). The objective here is to show that the internal and external communication of the company has an important role and aims the exchange of information to promote dialogue, to make them known, to conquer the market and retain customers. In this paper we will respond to several questions: Why communication? What is the importance? What are the strategies and technics of communication? Key word: communication, strategies, internal, external, media, marketing Abstract Cet article présente le rôle et l importance de la communication dans l entreprise. La communication touche tous les domaines de la vie, qu il s agisse des relations personnelles, des échanges commerciaux ou du travail. Dans le monde du travail, la communication est devenue un enjeu important. Elle contribue au développement, à la réussite ou à l échec de l entreprise, elle structure la vie des entreprises. La communication de l entreprise est interne et externe : une communication interne vise les membres de l entreprise ou les sous-traitants qui participent au fonctionnement de l organisation (employés, salariés) ; une communication externe vise l environnement de l entreprise (fournisseurs, clients, Etats, institutions financières ou non financières et autres partenaires externes). L objectif ici est de montrer que la communication interne et externe de l entreprise joue un rôle important et a pour but l échange de l information pour favoriser le dialogue, pour se faire connaître, pour conquérir le marché et fidéliser les clients. Dans cet article nous répondrons à plusieurs questions : Pourquoi la communication? Quelle est l importance? Quelles sont les stratégies et techniques de la communication? Mots clés : communication, stratégies, interne, externe, media, marketing Page 151

2 Chapter 1 To communicate is to exchange messages, share emotions, establish social relationships to inform, define an identity, to give an image. Individuals, businesses and organizations could not exist without communication. The communication of the company or business communication involves the transmission and reception of messages, the choice of media and support, information sharing and emotions, silence, dialogue and listening. Consistency of messages, planned or spontaneous, formal or informal, internal or external is the essential condition for successful communication of the firm. All human activities (communications) in the firm aiming to share information and emotion with individuals or groups, with the purpose of creating, hearing and distributing messages about the firm itself, its brands and activities. Finally, BC aims influencing target groups positively towars the firm s products and services. We talk about art of communication companies because it is "art of persuasion through discourse" or speaking art. Business communication can be defined as the production of information on the internal and external environment and as the creation of interfaces. The difference between the internal and the external tends to disappear in favor of a logic of stakeholders, employees and being encompassed a range of audiences. Internal communication The communication focuses on employees is a particular aspect of communication because it is essential to get the understanding and support. This use of organizational actors used the company's image by humanizing and revealing the individuals who compose while connoting its respect for its employees. The internal image: in addition to an internal fact-finding mission, internal communication also built a strong reputation among employees and members of the organization in order to gain their trust and talk, to foster pride and motivation and adherence. The internal image will be formed by the internal perception of employees and by the reflection of the external image of the company. The functions of internal communication: Motivate employees find meaning in their work and give value to their contribution in the company Inform provide employees with the data and information necessary to understand the company's mission Mobilize make each member an ambassador for the organization, which everyone adheres to its vision and support the dissemination of its values Unify link building, build a community and a social body, beyond the hierarchy, spatial distances, organizational boundaries Listen to achieve and maintain the involvement and confidence of reflecting and making up their concerns Page 152

3 The basic function of internal communication is to promote the exchange of information in order to support the business plan: to obtain certification, introduce changes in the production process... Internal communication is inseparable from the management of the organization. It is the understanding of a strategy, a plan of action, procedures, methods of operation, by the members of the company who will be the actors. The entrepreneur: he has a fundamental role vis-à-vis internal communication. He is the first spokesperson of the company's strategy with agents and the guarantor of the legitimacy of the communication that accompanies it. Executives: they are the weak link in internal communication. If everyone believes the level of discourse on the need of it, the transition to the action is more difficult to engage practice. Employees: Target internal communication the employee is also the actor. This implies to consider not only as a target or receiving the messages, but also as a relay for global action. Role and place of internal communication Internal communication is the component of a comprehensive system of organization. It is composed of: Financial communication: This form is designed to create and maintain links between the organization and its current and future shareholders and the various stakeholders in the financial community such as banks, money managers, institutional investors, leaders of opinion, economic journalist etc. Commercial communication: communication is that of the company in its markets as a producer or distributor. Institutional communication: it is a global communications whose nuclei consist of public relations that create opportunities and events with specific media and public to build and maintain a reputation and a favorable reputation. The objectives of internal communication The overall objective of internal communication is to optimally manage the torque demand / supply information within the organization. The characteristics of the application must be integrated: scalable demand over time, varying locations and contexts and different in different populations. Faced with this, the offer must be regular and adapted. Professionalism is required and guess the communicating is a listening person, dialogue, synthesis, conscious functions and rationalities involved, a person of the project, a manager and a manager. Forms of communication There are three forms of communication: Page 153

4 Interpersonal communication This is an exchange between two people. Eg a production manager discusses business with a head circumference or an applicator. E is for emitter and R for Receiver Group communication This is a discussion with several people, with a class of people. Eg the RAQT this new legislation to production managers. Mass communication This is an exchange of a person with a large audience. Eg the CEO presents the company's strategy to the entire staff. Page 154

5 External communication External communication is the business of the environment (suppliers, customers, government, financial institutions or non-financial and other external partners). It aims to exchange information with the outside, to be known, to conquer the market and retain customers. Whatever the size of the company, external communication is fundamental to its image. It is communication used by a company or organization to speak or to speak for itself, as an institution, with as heterogeneous and varied public and journalists, the financial community, governments, leaders opinion, the public... The goal of public relations is to know and to understand the action of an organization for the admission and to elicit favorable relations. Public relations is all the means for creating special relationships with various corporate public so that they have and that they convey a positive image of it. Suppliers and distributors: need to be secure, because they have linked their interests to the company and are active partners essential to the promotion of products or services. We can offer them business newspapers, plant tours, product launches, panel discussions and forums, the provision of promotional materials, the association for sponsorship. Customers: it is necessary to retain it, to thank him for the confidence he has given to the company by buying its products. Among the possible actions, there's premises openings, open houses, forums / debates, product launches, newsletters, magazines and invitations to shows. The financial community: expect the company information rather than shares. We can associate certain personalities to prestigious events, nominally send the annual report, organizing round tables and conferences to create a letter of financial information. Page 155

6 Visual communication includes all the visual identity construction techniques of a company and its products. This is embodied in the form of his sign all elements that make a style, a visual identity essential vector of its image. The visual communication strategy involves a complex development of the visual identity, which requires rigor to carry out a reflection of the personality of the company and its communication strategy. Digital communication: what strikes with internet, is the speed of generalization. Where it took decades to traditional media (television, press, radio, telephone) to establish themselves, it only took a few years to the web and social networks. Intermediate tools allow the company to disseminate information on the web and interact with audiences. We distinguish: blogs: Company informs its relevance as a drop-down logic, the latest information the previous hunting. wikis: These are sites that allow the co-construction where everyone is invited to participate in order to build a reference information podcasts: These are audio or downloadable video content regularly by subscription or ad hoc basis applications: they allow the user to download a set of features from the company. This can be information, service facilities, but also the content on distant subjects of the company's business at heart, but offer him a picture of proximity. Financial Communications: includes all advertising, informative and / or relational techniques, implemented by a company to promote his financial picture with the financial community (institutional investors, financial intermediaries, analysts, journalists) and the public (small carriers). Chapter 2 Volume 4 Number 4 June 2015 Strategy and communication plan Establish a communication strategy is a necessity for the company to apply consistently to all of their targets (customers, employees, shareholders, suppliers..). This strategy should develop consistent messages that will eventually define a corporate identity, to give the company an image, gain market share, increase revenue. In developing its communication strategy, the company will meet three major steps: The analysis phase: this phase is to collect as much information about the company, its business, financial, social, strengths and weaknesses, its market position, the nature and extent of his environment, the perception of its image internally and externally, the importance of reputation. The period of reflection: This step is to establish a diagnosis of the situation and propose solutions starting from the finding in question. This is to highlight the problem or the most troublesome gap in the knowledge of the company Page 156

7 and supply it offers: Is it a problem to solve or a gap to fill? Is the situation salvageable or not? Will there be more on the institutional, commercial or social? The problem he falls instead of internal or external? The action phase: This phase is to determine the promise that we want to make the identified targets and steps in the implementation of the communication strategy The representation of a communication plan is a set of arrangements for the implementation of a project. A plan can be made in the short term. The foundations of a communication plan revolve around nine key questions: Who should be expressed in the business? What is the message? What are the target of this communication? How will built the message? By what channel does it communicate? What is the geographical location of the communication? At what point should I contact? For what budget available? Why communicate? What is the purpose of this communication? What are the consequences of this communication? The technics of communication Corporate communication based on a strategy that implements a set of techniques called "communication mix". This set includes three types of techniques: The media advertising Non-media communication (visual identity, advertising the event, direct marketing, public relations, lobbying and word of mouth) Multimedia (mainly internet) Advertising media: it is a mass communication technique that uses the mass media (television, press, radio, billboards, cinema) by purchase of space to spread the company's message. The mainstream media advertising objectives are the creation and development of awareness and image of the products, services, brands and companies. Non-media communication: we group in this type of communication visual identity, advertising the event, direct marketing, public relations, lobbying, and word of mouth. Multimedia: multimedia and the Internet in particular were added to the business communication techniques. Internet features induce a strong development of its use by companies. Page 157

8 Risk communication in the company The risk of technical, economic, human, social, organizational, or may affect the business environment. The identification and assessment of risk in the company are in the field of expertise. Since twenty years experts have stressed the crucial role of communication in crisis situations. Indeed, the media aspect of the crisis, especially when it reaches its climax, interested primarily responsible communication. The crisis is usually accompanied by an information crisis, and which does not control the information does not master the crisis. Uncontrolled information or lack of information increases the magnitude of the crisis so that appropriate communication can mitigate it. Crisis communication is a special case of institutional communication. The company is involved in crisis communication whenever it is faced with an exceptional situation: industrial pollution, redundancy plan, financial loss, quality problems on a product, health problem on a product. Conclusion This research aims to determine what underlies the company's communication and its importance in the organization. Indeed, the internal and external communication is fundamental to the image and success of the organization. The communication strategies and techniques are the factors we need to consider to avoid risks that could affect the company and its environment. Bibliography AUGENDRE, Michel (1998), «La communication dans les organisations», dans Jean- François DORTIER (dir.), La communication appliquée aux organisations et à la formation : [actes de forum], Paris, Demos, p BOUGNOUX, Daniel (2001), Introduction aux sciences de la communication, Paris, Éditions La Découverte, 125 p. CABIN, Philippe (1998), «Communication et organisation», dans Philippe Cabin (coor.), La communication : états des savoirs, Auxerre, Éditions des Sciences humaines, p DUTERME, Claude (2002), La communication interne en entreprise : l'approche de Palo Alto et l'analyse des organisations, Bruxelles, De Boeck, 170 p. LAROCHE, Hervé (1997), «Structure organisationnelle» dans Nicole AUBERT, Jean- Pierre GRUÈRE, Jak JABES et Hervé LAROCHE, Management : aspects humains et organisationnels, Paris, Presses universitaires de France, p LIPIANSKY, Edmond M. (1998b), «Pour une psychologie de la communication», dans Philippe Cabin (coor.), La communication : états des savoirs, Auxerre, Éditions des Sciences humaines, p SPERBER, Dan et Deirdre WILSON (1986), La pertinence : communication et cognition, traduit de l'anglais par Abel GERSCHENFELD et Dan SPERBER, Paris, Éditions de Minuit, 396 p. ZARIFIAN, Philippe (1996), Travail et communication. Essai sociologique sur le travail dans la grande entreprise industrielle, Paris, Presses universitaires de France, 213 p. Page 158