The history of business communication is, of course, closely tied to the histories of communication itself and of business operations. When the two merge, they become a vital part of successful trading.
Communication is the process where a concept is shared between two living beings. It can occur as a gesture, sound, or visually in the form of images or impression. Some of the earliest forms of visual communication came in the form of pictographs. People would convey stories, stories, or instructions through a series of illustrations usually drawn on cave walls. The second stage of written communication appeared as crude alphabets used to create a written language. The mobility of communication also occurred at this time, with writing found in clay, wax, and tree bark. The next leap was that of the printing press during the fifteenth century. Then came the tremendous technological advance using air waves and electronic signals: radio and telephone.
At each stage of communication development, so did business practices. The advent of common alphabets and a written language meant that artisans could request raw materials from sources that were previously unattainable. Consumers who lived outside the city could order products from the merchants in the city without having to make the trip. You could write and pay invoices and send purchase orders. It could even be assumed that international business practices began around this time. With exploration taking place and wonderful new things like spices and cloth being brought home, perhaps written business communication now made it possible for vendors to offer their high-end customers the latest discoveries.
The printing press brought with it books, newspapers, and catalogs with advertisements for local businesses. Businesses now had a whole new way to attract new potential customers. The latest product developments could be announced, as well as sales and new services offered. Catalogs were usually only printed by companies that could afford such a large expense, but for many families living in rural areas it was their only means of purchase.
Printed communication served both consumers and business owners well, but when radio came into use in the late 19th century, it revolutionized business communication once again. Now the products and services of each business could be marketed on the basis of mass communication. Once a home had a radio, the broadcasts could carry much further than any newspaper or catalogue. And it was instant. As soon as the message was delivered on the air, word spread. When print ads were published, sometimes the response could take weeks or months. Many entrepreneurs who saw the potential of radio found great success. Its market share grew and with it its profits.
Once radio took off, the telephone and television were not far behind. Of course, at first the phone was not used for business advertising, but rather as a practical tool. Manufacturers could communicate with commodity representatives, business owners could communicate with consumers, and investors could communicate with their beneficiaries. It wasn’t until the latter part of the 20th century that the telephone was used to advertise a business, through telemarketing and facsimile. From its inception, television was used for marketing purposes. Media stations would hire local businessmen to sponsor their show, in exchange for a few minutes of airtime to advertise their products. The exchange worked fine.
When technology brought the computer and the Internet, business communication changed dramatically once again. In fact, the change was probably as important as when the printing press was invented. Marketing could not only go further than ever before, but the speed with which it could happen was revolutionary. Business operations could now become much more efficient, further increasing profits. Consumers had more say about what they wanted and how they wanted to receive it. In many ways, the middleman was removed from the equation. There was no longer a need for street vendors. Customers could be reached in a much more cost-effective way through the use of computers and the Internet.
Our business practices have become so connected in these forms of media that it’s hard to imagine life without them. But now that technology has evolved so much, customers are looking for companies that make an effort to communicate with their customers in more personal ways. Consumers want personalized service in a convenient way, so now business communication must evolve once more.