(НЕ) ЭФФЕКТИВНАЯ БИЗНЕС-КОММУНИКАЦИЯ: ВСЕ ЛИ СЛОВА “МОНЕТИЗИРУЮТСЯ”?

Currently, business communication seeks to be effective. However, it is difficult to measure the result of communication. Business determines the result of material parameters. But what about the words, how to “monetize” them, to talk about the efficiency or inefficiency of using techniques, forms, expressions? The article analyzes the use of the word “efficiency” in relation to business communication (using the content analysis method based on the data of the Russian National Corpus), clarifies the boundaries of the related concept, and considers such parameters of efficiency as business agility, fruitfulness, and efficacy. Based on the “law of dialogue efficiency” formulated by Yu. V. Rozhdestvensky, the authors analyze scripts - conversation patterns that can both help in the sale of goods and services, and make them difficult, and explain communication losses by the absence of reflective listening, the use of label words and the nondistinction of their synonyms; “oral-written” hybrid texts, the use of borrowings and overly conversational constructions in business speech are also analyzed, the correspondence of the communication style to the used speech genres is evaluated; special attention is paid to the meaning fullness and redundancy of business messages, since the formalization of the business sphere often leads to the inclusion of unnecessary information in the message, and the meaning disappears behind unstructured verbosity.