No matter how you spin it, define it or promote it, there are only two answers that are ever acceptable. These two answers fit every industry and business that ever has been, is currently or ever will be. Yes I know that is a bold statement, but it is true. All businesses are in the ‘people’ business or the ‘communication’ business. Actually, both of them are one in the same.

Every business exists to meet a need or desire of people and in order to do business with them, you must communicate in some way. For some, this is done in person, others it is via the web, phone, video or even while gaming. Regardless of the style, businesses must communicate in order to do business with people.

So I challenge you to think about this then next time you are asked “What do you do?” or the next time you put together a marketing or employee campaign.

The bell rings to start the fight! The crowd is roaring to cheer on the contender they want to win, Perception or Communication. They are evenly challenged though their strengths reside in different areas, this will be a good fight!

Perception leads the way in affecting emotions, capitalizing on the senses and influencing word of mouth. Communication leads the way in providing information, exchanging ideas, involves all parts of the body, and is a part of every form of media.

Perception has the ability to alter how people receive and interpret various communications and their meaning because it is based on past experiences and beliefs.  While appearance and tone have more affect on how communication is perceived more than by what is actually said.

This whole fight is destructive! Perception and Communication should be working together but they often they end up working against each other resulting in the boxing match above. Communication within the company should be shaping and supporting the perception of the company and the perception should be a reflection of the effectiveness of the communication.

The misconceptions of businesses are well oiled machines that will always work often leads a company into situations of duality. Duality causes divisions and creates tension around all of the wrong areas. In order to win this fight, companies need to recognize that they too have an organic makeup and one area has direct impact on other areas. It is easy to place blame; it’s hard to act on constructive criticism.