A Total Communication Package for the Business Executives: Importance of Attitude, Culture, Leadership and Other Factors

Recent studies suggest that a series of contextually appropriate and effective communication training package is demanded by the employers and HR practitioners in the job market. However, the ways to design an effective, comprehensive and sustainable communication development program for the business executives have rarely been explored in the extant literature. This paper introduces the concept of a total communication package (TCP) that can help design a better communication development program for the business executives. This qualitative research uses the interview findings from 20 top executives from the banking and telecommunication sectors in Bangladesh to unpack the concept of TCP for the HR practitioners.

study shows that out of 10 identified soft skills, business executives perceive communication, integrity and courtesy as the most important interpersonal skills for achievement. The research identified both hard and soft communication skills as equally important. Another study by Datar, Garvin and Cullen (2011) recommended business schools to go over the information, constructions, and theories included in the course contents and readjust their curricula to include communication skills, competence, and techniques. Based on the responses from deans and executives, the same study identified critical thinking and clear communication as two most important aspects of the eight required competencies.
Extant business communication and HR literature also emphasized on the importance of communication skills in non-managerial roles and technical experts in an organization. For example, Chohren (2015) mentioned that although employers consistently mentioned communication as one of the most cherished soft skills in business organizations, these skills are regrettably overlooked in the engineering discipline. The author contended that technical experts or professionals also need superior communication skills to effectively share research progress or objectives, effectually backup their company's product or service to a buyer, or to facilitate the buyer and peer training, which brings benefits to both engineers and employers. Salvo (1980) revealed that the communication skills that were acknowledged for the most part were listening, written, oral, persuasive interpersonal skills, informational meetings and problem solving in small group. Cohn (2007) claimed effective listening to be a major requirement for effective communication. The researcher also argued that merely eight percent of communication is associated with topic, while the remaining relates to body language and tone of voice. Cohn (2007) also emphasized on the significance of considering communication as process, based on attitudes, knowledge, emotions, integrity from communicator"s side and the receiver"s diversity, emotions, attitudes, knowledge, integrity and so forth. Bambacas and Patrickson (2008) found that senior HR managers require the interpersonal skills such as precision and regularity of the message, the capacity to listen effectively and ability to lead in a collective way. Among these interpersonal skills, the methods of sending messages, particularly their precision and the leadership style that stimulated trust were given highest importance to boost the organizational commitment which was typically lacking. Bambacas and Patrickson (2009) contended that even though communication skills such as interpersonal, speaking, listening and written skills are important for successful managerial performance, HR managers only evaluate these casually through managerial selections. The researchers suggested that HR staff must thoroughly examine their practices of the evaluation of communication skills of the candidates for managerial positions and provide training on communication skills after conducting effective training need assessment. Majid et al., (2010) stated that the four crucial communication skills are reading, writing, listening and speaking. Hull (2012) emphasized that effective interpersonal communication does not refer to transmitting or attaining what was planned to achieve and rather requires the ability to construct and transmit proper replies, recognize and explicate creative, satisfactory answers, and inspire people to modification. It happens in functional verbal and nonverbal communications and through an environment which is favorable to fruitful communication. Bennett and Olney (1986) conducted a study by taking samples of executives from Fortune 500 companies. The common consent of the executives was that effective communication skills are vital for business success nowadays and will remain vital in future especially in an information society. The study revealed that communications skills are more important in the higher and peak positions in executive jobs. and employee engagement increases cooperation and minimizes the turnover intent. The researchers suggested that the organizations should implement a two-way, employee-centered symmetrical communication method in its daily communication management. Graen and Scandura (1987) argued that a mutually supportive relationship between managers and employees help increase dependability, cooperation, belief and innovativeness in the team. Firth et al. (2004) mentioned that supervisors" emotional care and self-esteem reconciled the effect of stressors on stress reactions, organizational commitment, job satisfaction and employee turnover. The researchers also emphasized on the relationship between supervisors and subordinates to decrease and cope up with stress. The significance of trustworthy and open communication culture between leader and member and role modeling of open communication by the managers were also highlighted by Cullen and Gordon (2014). Their findings revealed that nurse managers with effective leadership and communication skills helped enhance the organizational citizenship behaviors of the nursing team. Revell (2007) mentioned in his study that since people from different language and cultural background communicate for business purpose especially in meeting due to globalization and internationalization of trade, they frequently use English as an international language. Therefore, a person whose first language is not English is a challenge for them. This study focused on the use of English for International Business (EIB) at a particular business organization and extracted language issues, probable communication difficulties and frustrations that may exist in international contexts. The study also focused on the consciousness among some respondents to take strategies to beat these issues. Moreover, the author emphasized on the appropriate use of medium or mediums of communication, proper organization of the contents, language, non-verbal cues time, and place of communication. He also argued that a functional meeting is that meeting which is not arranged only for reporting information rather it can reinforce the team goals and spawned solutions. He mentioned that conflict is unavoidable but effective communication can help in eluding conflict and can reduce the magnitude of adverse effects when it arises. Majid et al., (2010) attempted to explore the significance of communication skills in teaching, the social aspect, knowledge progression, and the implication of interpersonal interaction that relates to the students" emotional growth. Abbasi, Siddiqi, and Azim (2011) also contended that English language skill is vital for academic achievement since it has become an international language. The authors identified reading, writing, listening and speaking in English as crucial communication skills for the business executives especially in the non-English-speaking countries. The students with these crucial communication skills in English language have a better chance to be successful in academic and professional career as well. Sistrunk and McDavid (1971) emphasized on the importance of cultural expectation of compliance and submissiveness in the female role as an important driver of group behavior. However, Markel, Long, and Saine"s (1976) findings show that both male and female communicators speak more during the conversation when the listener is female. The findings also show that the average speech duration per utterance is expressively lengthier in case of female communicator. This was especially true in case of newly graduated female executives back in

Methodology
This qualitative research uses the data collected from 20 top executives from the banking and telecommunication sector in Bangladesh (see Table 1) to unpack the concept of TCP and recommends a sustainable communication capacity development framework for the HR practitioners. The respondents have more than 5 years of experience in the top-level executive positions with 2 or more employees currently working under their direct supervision, in a bank or telecommunication organization in Bangladesh. All selected respondents also hold at least a Masters level tertiary degree. The semi-structured interview agenda was designed around the communication knowledge, skills, attitudes and other factors. The voice recordings of these face to face interviews have been transcribed and then thematic approach has been used to analyze the data and identify the key themes. Two researchers have independently analyzed the data and corroborate the themes to ensure reliability.

Findings and Analysis
The findings of the study have been presented in four major sections around three major "a priori" and "posteriori" themes: (1) communication knowledge, skills and attitude (KSA); (2) other factors influencing the communication contents and process, and (3) communication outcomes. Some of the key agenda, probing questions, and major findings and themes from the responses have been presented in Table 2. The respondents generally expressed dissatisfaction about the evaluation process and criteria of evaluation. Many other factors such as competence of the trainer has been identified as the deterrent. The findings predominantly show that communication skills of the executives often directly contribute to the achievement of organisational outcomes and development process (OD).

Communication KSA
All respondents agreed that the knowledge of the communication process and intended outcomes are as important as the skills in developing the communication capacity in an organization which is currently lacking. They identified the knowledge about the effective communication process and intended outcomes vital for the continuous and future improvement of communication skills and capacity building. For example, respondent 1 stated, "Without knowledge it is not possible to develop skills and both personnel and organization will suffer in the completive market to survive and to get result from their performance as well as to achieve their goals".

"Firstly, knowledge is a vital matter to develop skills. Without proper knowledge there is no chance to get expected performance from them. If knowledge is not appropriate there is chance of misguidance to get result from the performance of the employees".
Respondent 10 emphasized on the link between the knowledge of the communication process and outcomes and the organizational performance in the following statement, "As human are social beings, in every step of our life we need communication skill to build up public relationship which is mostly important in the business sector to provide excellent customer service. If there is a gap between knowledge of communication and the value of outcomes, the right information cannot be expressed properly to the customers, the stakeholders and the clients. Knowledge of such sort would educate the employees to further enhance their required communications skills".
The respondents also acknowledged the importance of communication skill as "the major criteria for career development especially in the service industries. It is very important for an employee to be a good communicator in every aspect. Without the capacity of communication, an employee cannot be succeeded in his or her career at all" (R-2). Many respondents identified the importance of communication capacity as crucial "for multinational companies which have multidimensional people from different countries" (R4).

Role of Academia
In response to the question about whether the current education programs ensure the required communication knowledge in Bangladesh only 7 out of 20 respondents answered affirmatively, while majority (12 respondents) said that the current academic curricula fail to effectively address the job market"s demand for communication knowledge and capability and one respondent was uncertain about the condition. Those who responded affirmatively mainly expressed their satisfaction with the communication capabilities of a few leading universities in Bangladesh for including different types of creative writing and speaking through different courses both at the undergraduate and post-graduate level which help student to enrich their knowledge. For example, R 18 said, "Communication process, attitude and behavior of the interns and new employees can be measured through their performance and represent the outcomes of their knowledge. Therefore, it can be said that current education programs ensure these knowledge outcomes. They are getting opportunity to achieve knowledge through these education processes especially in some specific universities such as Dhaka University, North South University, BRAC University and East West University".
Many respondents mentioned that the students in Bangladesh focus more on securing a better grade rather than developing their communication capabilities or building knowledge. R-15 stated, "the students are CGPA oriented; they only focus on how to get more CGPA without learning and acquiring knowledge now a days. The presence of participatory approach is at highly dissatisfactory level". Others suggested that communication skills should be the focus of the school curricula as well to gradually build up the communication capabilities. Some of the respondents emphasized on developing English language skills. For example, R-13 stated,

"I do not know about the education process, but BBA & MBA Programs cover communication courses so that the students get the basic knowledge of communication skills. But actually, communication skills must be developed from childhood. Except English medium schools, most of Bangla medium schools do not cover the course regarding communication skills. Communication skill development related courses should be included from schools".
Other respondents highlighted the importance of extracurricular activities as an important way to develop communication skills and capabilities. R-16 said, "so, we have to focus on or enhance involvement and engagement by giving opportunity to the students by participating debate, club activities and like besides the regular studies".
Many respondents appreciated the syllabus and curricula but criticized the teaching method and evaluation process which in their opinion, do not ensure the outcomes of the knowledge. They expressed that there is a gap between the education programs and environment of the institutes. Some respondents suggested that there is a need to develop the structure of evaluation process and teaching method in the current education system. More practical knowledge and industrial practices should be added with the education and teaching method through presentation, case studies, industry visits, training session, seminars and job fair to enhance the students" practical knowledge as opposed to only theoretical contents to enhance their communication outcomes which will also help shape their future career path according to the respondents. For example, R7 stated, "there is a gap between education programs and industrial sector. They should ensure the involvement of the industry person to develop their education programs as well as curricula and syllabus based on practical work experience".
Similarly, R-10 said, "current education programs are not enough. The class session also should be taken by the educational expert in every semester to give a clear concept about the practical knowledge about the industry". R-8 emphasized on the use of state-of-the-art educational instruments and digital platform in the classroom which will help teach students the effective use of digital technology to enhance their communication capabilities for the future career growth. The respondent also believes that the teacher or the trainers are not well equipped or trained up for such kind of education.

Role of Organizations
In response to the question about the current system or opportunities provided by the organization to the business executives, 14 respondents answered affirmatively while the rest stated that no well-planned or focused development programs are in place in their organizations. Those who responded positively stated that they are getting the opportunity to develop communication skills and build up relationship by creating network and connectivity and creating business connectivity increases opportunity for further career growth as well which is a desirable outcome from the enhanced capability. R-10 stated that his organization has its own communication policy and code of conduct for communication. They also receive mentoring by the supervisor which helps them find out the knowledge and skills gap and through training they can address those gaps. Some other respondents mentioned that they have a post training evaluation process in place and trainees must present their training modules to other employees to share knowledge. R-14 stated that "business executives often present their ideas in front of large audiences which ultimately develop their communication skills. Management also organizes different kind of communication courses and training to improve employees" presentation and public speaking skills through teamwork, role modeling and training courses".

Knowledge and Proficiency in Using Digital Platform
Many respondents identified the effective use of digital platforms as one of the most important communication skills in the current job market. R-11 stated that the communication process in his organization involves extensive use of digital platforms such as LinkedIn, Zoom, Microsoft team or WhatsApp for internal and external communication. Data management skills also help enhance the communication outcomes in according to some respondents.

Importance of Attitude in Effective Communication
Many respondents mentioned that both the managers and employees should sincerely acknowledge the importance of developing communication capabilities to ensure individual and organizational performance. Such awareness will help the managers for better designing and evaluating the communication training and development programs based on proper TNA. The business executives attending those trainings will also need to have a positive attitude towards these training or development programs and the importance of improving their communication knowledge and skills. Some respondents highlighted the positive learning spirits and cultural adaptability as two vital aspects of the positive communication attitude in the workplace and they associated prior academic institutional affiliation to such attitudes. For example, R-16 said, "our employees have adaptability to adjust to their organization's culture. As per my observation, employees who had come from mostly Dhaka University, North South University, American International University-Bangladesh, Independent University, Bangladesh, BRAC and East West University have positive attitudes to adapt and support the responsibilities of their job to handle it smartly". Apart from Dhaka University (only public university mentioned), most of the other universities mentioned by the respondents are among the top five private universities in Bangladesh. Some respondents have also emphasized on the importance of emotional and cultural intelligence of the business executives in ensuring the desired outcomes from superior communication knowledge and skills.
The respondents have explained how a positive attitude may the continuous and effective development of the communication soft skills of business executives. The executives with the right learning attitude and self-awareness are able to assess their own communication skill gap and compare their own skill with other. They can identify and follow an appropriate role model among their colleagues or superiors and easily align or adapt to the organization"s culture. Such employees can also find free training and courses which are online based and easily accessible on their own and based on their own initiative and TNA. R-13 mentioned that an executive with cultural intelligence can learn by himself to cope up with multinational culture, have better The leaders should also offer active mentorship to the business executives by being a role model, observing the regular activities of the executives and providing timely and appropriate feedback to improve their communication skills and outcomes. They should also create awareness among the employees about the importance of improving their communication skills to survive in the competitive market. The leaders and HR must also collect and use the feedback from the executives about the communication training and development programs and how to improve these programs.

Communication Outcomes
Most respondents mentioned that the identification or selection of desired and appropriate communication outcomes is very important in designing and evaluating the effectiveness of a communication KSA development program. However, the current systems predominantly focus on the superficial criteria for such evaluation or assess only the immediate outcomes such as improvement in the fluency of speech and so forth. The respondents emphasized on finding ways to improve the total communication package by evaluating the whole system and process of communication and not only the contents of it. Most respondents also believed that the current evaluation process overlooks or fails to capture the ultimate impact of apparently improved communication skills among the business executives mainly because the improvement in organizational outcomes are rarely measured in relation to the improvement of the contents (skills) and process (system and environment) of communication.
There is currently no tool in place to measure the improvement of communication culture or environment or attitude according to the respondents.

Discussions and Conclusion
Our findings largely corroborated with the extant and seminal business communication literature in emphasising on both the soft and hard skills of communication and its importance on the performance of business executives. Our respondents also acknowledged the important but deficient role of tertiary education system and curriculum in Bangladesh in developing the soft and hard communication skills. The English language (see Revell, 2007) and IT skills (see Groysberg & Slind, 2012, Drussell 2012Walther & Valkenburg, 2017) have been identified as the most important hard communication skills in business organisations in Bangladesh. In line with the findings of Johnson and Bechler (1998), Luthra and Dahiya (2015) and Decker and Mitchel (2017) Whitener et al. (1998), our respondents also recognised trust, leadership, organisational culture and environment as important factors influencing the communication process. Our findings did not reveal any gendered issues influencing the process or outcome of communication. Our respondents were predominantly male which may have influenced the lack of insights into gender differences in the communication process and outcomes. A more extensive future research may explore this issue.
An important revelation from our findings is that most respondents viewed communication as a complex process and not just a set of skills with immediate individual performance outcomes. Effective communication is also generally viewed by our respondents as an organisational capability that must be sustained and nurtured in the culture to ensure greater and sustainable strategic outcomes as opposed to just an individual level skill, which is similar to Zerfass and Viertmann"s, (2017) theory. Based on our "a priori" and "posteriori" themes, we proposed a total communication package for the business executives (see Figure 1) that can be used by the Bangladeshi business organizations and HR experts to develop sustainable and strategic communication capabilities within their respective organization. This TCP model may als o be used by the future business communication researchers to design a more extensive qualitative or quantitative research to measure or compare the effectiveness of the communication process in different contexts.