The Four Goals of Communication Process

Mary and Bertha (2010) point out that “Communication is the transmission of information and meaning from one individual or group to another.” (Page 5) The term communication means that the sender has an idea and the sender encodes the message which will be decodes by the receiver. Here is the process of communication which had been point out from the book of Mary and Bertha (2010) Sender has an idea. – The sender has information to be told to, the idea may be influence by the sender’s mood or the context of situation.

Sender encodes the ideas in a message – the sender converts the ideas into words or gestures to covey meaning. Message travels over a Channel – channels such as computers telephones or even spoken words is used to transfer the message to the receiver, but the sender must choose which way to be used as there might be an interruption in the communication process which is called noise. Receiver decodes messages – the receiver receives the message and translates it into meaning.

Feedback travels to the Sender by the Receiver – feedback is given to the sender to show that the receiver had understood the message given by the sender.

Those Five steps shows how the communication process can work successfully but there are four goals in Business Communication that needs to be concerned as it will shows us whether the communication is successful or not.

The Four Goals of Business Communication are:-  Receiver Understanding
As we all know that an effective communication process involves sending information from the sender to the receiver by which the information should be clear and understandable by the receiver, that stated that the receiver understanding is the most important factors as it will prove whether the purpose of the communication had been achieved or not.

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When the receiver can understand the information which the sender sends, the goal of the communication had been achieved, which in other words, the communication process is successful and as the result, the receiver could give feedback to the sender showing that the receiver had understand the information given by the sender.

Receiver Response
The receiver’s response is the other factor that affect the goal of the business communication because the receiver might not be able give any response if the receiver did not understand what the sender’s information is all about, but if the receiver understand the ideas that the sender gives, the receiver could give response to the sender. The receiver could give respond in 3 ways, positive, neutral or negative. The other things about the receiver response that needs to be concerned is that about the communication barriers which means that sometimes the receiver received the message from the sender but the receiver receives the idea in a wrong way than what it should be as a result, the receiver will give a feedback which are not as like what the sender expected. Communication barriers are that disturbance caused in the communication process which can be in the form of language barriers; different language may cause the communication to be difficult, culture barriers; different cultures have different ways of communicating, so it will be difficult to communicate with people with different kind of culture, and etc.

Favorable Relationship
This third goal convey that we should emphasized on the people involves in the communication process to create a good relationship among the sender and the receiver. Krizan, Patricia, Joyce, and Karen (2008) point out that “To establish a strong business relationship, the sender and the receiver should relate to each other in three important ways which are Positively, Personally, and Professionally” (Page 5) which means that in business communication, the message between the sender and the receiver should be positive, well package and concise. According to the same book, it is also explained that there are ways in maintaining a favorable relationship which are: Emphasized on the receiver’s benefit and interest

Positive words should be used
Show more than what is expected

For example, there is a salesgirl in a supermarket and she sells different kinds of juice products for example let’s say the product name is Buahvita; a famous juice brand in Indonesia, when there is one customer came by to buy the juice, the customer wants raspberry juice as she said that it is good and rich of vitamin C, while the Buahvita Company doesn’t sell raspberry juice product. To build a favorable relationship between the Brand and the customer, instead of saying, “We don’t produce raspberry juice”, it will be much better if you say, “Instead of raspberry juice, why don’t you try Kiwi Juice because it quite having a rich in vitamin C rather than raspberry and I will give you 5% discount in order for you to try.”

Organizational Goodwill
It is important if the company can promote goodwill to the customer, and it is very sure that goodwill is important for a company as it will result the company situation which means that it will increase the company’s confidence in the business. The more goodwill that the company received, the more better the company will be. It’s the duty of the sender (The Company) is to send an idea which is understandable by the receiver (The Customer), so that the goodwill of the company could increase. By that, the company could know whether the customer show a positive aspect throughout the company’s products or services or not. (Krizan, Patricia, Joyce and Karen, 2008, p.6)

Which of the four goals of business communication are the most important and why it has this distinction? Receiver Understanding is the most important factors in the goals of business communication because if the receiver are not able to decode the message given by the sender, the other process might not be accomplished as the receiver couldn’t send feedback to the sender. This process is the most distinct as the receiver understanding is the main purpose of business communication itself, and as we also know in communication, the purpose is to make the receiver understand what we are talking.


Guffey, M. E., & Du-Babcock, B. (2010). Essential Business Communication Second Edition. Cengage Learning Asia Pte Ltd.

A.C., K., Merrier, P., P. Logan, J., & Williams, K. S. (2008). Bussiness Communication. CENGAGE Learning. Guffey, M. E., & Du-Babcock, B. (2010).
Essential Business Communication Second Edition. Cengage Learning Asia Pte Ltd.

(1995 – 2014). (Wilson, Producer, & Wilson Publishing Ltd) Retrieved March 1, 2014, from

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The Four Goals of Communication Process. (2016, Apr 16). Retrieved from

The Four Goals of Communication Process
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