Why Good Communication Is More Important Than Ever Before | Top Universities

Why Good Communication Is More Important Than Ever Before

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Stephanie Lukins

Updated Feb 08, 2023



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Communication is essential in all areas of business, from client relationships to branding and from team-building to productivity and efficiency. Right now, as the world navigates its way through a global health crisis, it’s safe to say communication has never been so important.

The workplace is unrecognizable compared to only 12 months ago. Steering companies and starting new enterprises while ensuring a cohesive workforce in the aftermath of a global health crisis will require unmatched communication skills. Business leaders will need to reassure and motivate employees, connect with customers and communicate how their vision fits into the new normal.

We take a closer look at why communication is so important, and how the Bachelor of Arts in Communications and Public Relations at EU Business School is designed to develop the skills and business personality needed to thrive in this new era.

Modes of communication have changed and continue to change

Communication today is much more technology-driven, with platforms to facilitate seamless communication regardless of time zone or location.

But earlier this year, when millions were forced to work from home, digital platforms and collaboration tools such as Zoom and Microsoft Teams replaced the physical office. And, while digital platforms have their advantages, they can bring challenges as well.

Without being able to see or read an individual’s body language, for example, it can be hard to determine the tone of a message or email.

The coronavirus pandemic, and subsequent economic disruption, has forced the business world to reconsider ‘how to develop and train people while strengthening organizational capabilities and culture during remote working environments’

The importance of upskilling in communication should not be overlooked. Knowing how to communicate effectively – whether to a team member, manager client, or target market – is a skill many want (or need to) improve.

Good communicators are valuable assets to an organization and it’s a skill that can easily set you apart from the competition when applying for jobs. In fact, 73 percent of employers want candidates who possess strong written communication skills, according to the National Association of Colleges and Employers.

In sync with current industry trends, the BA in Communications and Public Relations at EU Business School offers modules in Oral Communication Skills, Written Communication Skills and Interpersonal Communications.

Good internal communication fosters a sense of community

For as long as in-person events and meetings are on hold, there’s a great need for organizations to ensure every team member feels included and aligned with the organization’s wider mission and values.

From routine company updates to communications on more serious issues, learning to communicate in a more transparent and open way builds a healthier work culture. Team members perform better and feel more secure and satisfied in their roles. This is important for those who are working remotely and don’t have regular face-to-face contact with other team members or managers.

Good communication increases productivity and efficiency across all levels of the business

Business communication is very much goal-oriented and is essential for growth and stability, so it’s important to consider what needs to be actioned in order to allow for this to happen.

Four out of five employees believe that effective internal communications help with their overall job performance, so correspondence from the top is important to ensure transparency and mitigate potential conflict.

Informal lines of communication can lead to gaps between team members and managers, distort information, disorganized schedules, basic tasks forgotten, and employees and clients left feeling frustrated and neglected. Any confusion or miscommunication (no matter how minor) can have serious consequences.

It ensures the organization’s mission, vision and goals can be achieved

Organizations should regularly remind team members and managers of the company’s goals, expectations and standards, especially in times of a crisis. This builds a positive company culture, provides clarity and highlights accountability.

Good communication skills enable you to introduce innovative concepts in order to outperform the competition, lead productive meetings to diffuse concerns which could hinder the organization’s ability to reach targets, as well as explain the rationale behind decisions which have been made to increase the probability of such targets being met. It also leverages an individual’s ability to develop the most up-to-date strategies ensuring the data is readily available and clearly communicated to both internal and external contacts.

Communication is essentially an organization’s brand

We’ve covered the importance of internal communications, but what is there to consider when it comes to external communications with your consumers, clients, stakeholders and suppliers?

We know how important communication is to an organization’s target market and clients but, as businesses all over the world continue to navigate their way through the current economic crisis, effective external communications are crucial.  

It doesn’t matter whether you’re an established business or a new startup, you’re going to need to consider the language and lines of communication you use when speaking to your consumers and target market. The way an organization communicates can speak volumes about its brand.

Communications should feel personal, inviting and, most importantly, authentic. They should play an essential role in building a rapport with customers. EU Business School’s BA in Communications & Public Relations includes Advertising, Media & Branding, and Social Media Marketing modules, which examine in depth these crucial aspects of company communications.

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