New communication tools in business. Competitiveness, efficiency and improving the efficiency of the company

Abstract

The paper deals with the application of communication tools in the business sphere, as in today’s world it is becoming an integral element of the life of every single organisation. Currently, the tools of communication have shifted towards new information technologies, namely communication with customers usually takes place through social networks. Besides, in entrepreneurship, communication acquires an obligatory characteristic feature – interaction with the external environment, as it directly affects the promotion of one’s product or service. Every entrepreneur, in order to improve the quality of his products and increase demand, must develop an effective system of interaction with consumers, and it must be both one-way, namely posting information about his products, advertising, and two-way, that is, receiving feedback, direct communication with customers. And as time goes on, more and more attention is given to the professionalism of employees, since they exactly are a reflection of the organization’s activities and, accordingly, its valuableness and usefulness.
Therefore, every professional must be proficient in business communication skills and adhere to ethical rules when interacting both internally as well as with clients and partners. For a business, of course, external communication is a necessary element in increasing profits, but one should not forget about the internal environment of the company too. Communication between employees also affects the quality of the product and the performance of the tasks at hand. Due to recent conditions, namely the global pandemic, entrepreneurs must become more flexible and adapt to new conditions, including the use of new communication tools. It is the approach that will ensure competitiveness in the market and improve performance.