Why Business Communication Needs To Preserve Its Identity

Why Business Communication Needs To Preserve Its Identity Within Pr

Business communication has much to learn from and contribute to professional communication, but it also has its own concerns, insights, and identity that need to be retained within the broader domain of "professional" communication. A fundamental distinction between these disciplines lies in their primary focus and approach. In foundational courses, this difference becomes particularly evident. Technical communication often addresses the challenge exemplified by the blinking 12:00 on VCRs, where the goal is to explain how to set the time on a device. This discipline centers on exposition, assuming a motivated yet possibly ignorant or impatient audience, and aims to make information clear and accessible.

In contrast, business communication deals primarily with persuasion. Its core challenge is motivating individuals to adopt shared goals and behaviors, such as turning off lights when leaving the office or refraining from personal email and web surfing during paid work hours— all while maintaining a sense of trust and avoiding the perception of surveillance. The focus is on motivating action and commitment, encouraging employees or stakeholders to think creatively and act intelligently, rather than merely comply with minimum standards. As one advances in their professional career, the distinction between exposition and persuasion becomes increasingly blurred, with sophisticated communication often requiring elements of both.

Historical perspectives on technical communication reveal that even decisions considered "technical" can be influenced by emotional and attitudinal factors. By the late 1970s, scholars recognized that audiences' emotional responses significantly affect decision-making processes. Events like the Challenger disaster, debates over nuclear power, stem cell research, and terrorism underscore that attitudes and values shape responses, decisions, and actions—an insight that complicates the binary view of purely factual or technical communication.

Despite this, the differences between business and technical communication persist. Business communication emphasizes the contextual role of documents within organizational systems—how they support or challenge organizational values, power structures, and cultural norms. Critical questions arise about how political and cultural pressures influence decision-making and communication, how authority and marginalization are reinforced or challenged through language, and how organizational culture facilitates ethical behavior or fosters misconduct. These questions highlight the political dimension inherent in business communication, emphasizing its relevance to understanding organizational dynamics and societal issues.

It is important to recognize that organizations broadly, including schools, universities, and religious institutions, have also played roles in supporting oppressive or repressive systems, sometimes causing harm. While misconduct in business—such as fraud or financial scandal—receives considerable attention, history shows that science itself has committed heinous acts, often sanctioned or driven by organizational interests. Examples include Nazi human experimentation, unethical medical research like the Tuskegee syphilis study, and the development of lethal military technology. These acts demonstrate that organizational influence extends beyond business, affecting scientific and societal practices.

Much of the ethical misconduct associated with science or business originates within organizational contexts. Many individuals act ethically or unethically based on organizational cultures, oversight mechanisms, and institutional pressures. As scholars and educators specializing in discourse within organizations, our work critically examines how language and communication influence organizational behavior, policy decisions, and social outcomes. Understanding these influences is vital for shaping public policy, fostering ethical organizational practices, and promoting social justice.

Practically, questions about persuasion, alliance-building, and power dynamics are central to our research and teaching. How do we persuade individuals with differing viewpoints? How can organizations foster ethical behaviors amid competing interests? To what extent does organizational culture either facilitate or hinder transparency and accountability? Exploring these questions underscores the importance of maintaining a clear perspective on the unique concerns and methods of business communication, alongside its contributions to the broader field of professional communication.

In conclusion, preserving the distinct identity of business communication within the wider framework of professional communication is essential. While cross-fertilization benefits both fields, acknowledging their unique focuses—exposition versus persuasion, technical knowledge versus organizational context—is crucial. Doing so ensures that educators, researchers, and practitioners can continue to address vital organizational and societal issues effectively, grounded in an understanding of the specific dynamics that characterize business communication. As we engage with these issues, we reinforce the importance of language as a tool for ethical reflection, social change, and organizational integrity.

References

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