7. The Application of Emotions in Business Communication Management for a Good Reputation

In our daily life we encounter various occasions that evoke in us very different emotions and feelings, both in everyday situations and in the business world. The experience and expression of emotions comprises a vast majority of external and internal impulses and stimuli that find their verbal and non-verbal manifestations in speech. Emotions are, in fact, those very tiny little triggers that have a great impact on our moods and, hence, on our overall external behaviour, including communicative interaction. Business Communication being a form of communication, which encompasses our internal states as well, includes the convergent experience of those very emotions and feelings, which also find their verbalization in business communicative interaction as well. The present chapter looks for ways to elucidate the role and relevance of emotions and the management of therein in business communication, especially in terms of reputation building.