communications_subCommunication is meant to convey a message. Individuals communicate for a purpose. They want to be understood such that people as individuals or as organizations follow the message.


Basic communication requires a sender, a receiver and a message. The sender has to ensure that the correct message is communicated and confirm that it is understood. The receiver has to listen carefully and to ask back questions meant to clarify the message. The message has to satisfy the purpose of communication and has to address the concern that the sender has.


Communication for business purposes is the same in principle. The differences arise from the final scope of communication. The goal of business communication is to generate a strategic or tactical outcome, and it is purposely done for initiating, developing or further nurturing a business relationship.

The art of communication is about mastering the skills of presenting, persuading, and influencing others such that own goals are reached.


When we communicate, we should have a goal. We should develop the message, and select the right way of communication. Successful communications are supported by well developed aid materials and activities. Communications are meant to establish partnerships and to support business and personal development. 

Good communication requires following several basic principles that are independent of the means used for communication, oral, visual or written.


Selected communication principles and guidelines


  1. 1. Do not go in front of people without knowing your audience. You should have a purpose of your communication and should be very familiar with the topic presented.

  2. 2. Objections to the communicated message are natural and normal. Always be prepared to answer after listening carefully and confirming with the other party the meaning of the objection.

  3. 3. Do not go into un-necessary details, and do not forget to present a complete picture. Use aids and activities to support your message.

  4. 4. Credibility is the most important attribute of communication. You should achieve credibility with your audience to ensure that the message is received and assimilated.

  5. 5. Be thorough, do not leave room for equivocal interpretation and address the questions asked. If you do not know the answer do not guess, take an action and promise to come back with an answer.

  6. 6. Pace yourself and your audience. Do not overwhelm them with details and communicate a little at a time.

  7. 7. As many people in the room as many different way of perceiving your message. Present the information in several ways to ensure that you offer multiple perspectives meant to reach everyone.

  8. 8. Brilliant messages and outstanding presentations are of little value if the listeners do not apply what they heard in their current lives. Get feedback on the effectiveness of your message, and improve it for the next time when you will deliver it.

  9. 9. Skilled communicators are using multiple communication techniques. Be one of them.


There are various communication styles and they are directly related to the personality and the leadership style of each individual.


When communicating for success, communication techniques (methods) should be used in agreement with communication basic principles, to ensure that the message is properly transmitted, understood, and the feed-back is in agreement with the purpose of communication. Receiving feedback is one of the most crucial parts of good communication as it reflects the ability of the individual to listen, comprehend and also provide feedback when his/her turn arrives.


Key characteristics to good listening are patience, no pre-judgment of incoming message, attention and alertness to the message, not to its form. Segregation of emotion from content and critical thinking on the content staying away from charged language, are treats that any leader should master.