Unit-1 Introduction to Business communication

1.1 Meaning
1.2 Definition
1.3 Process of communication
1.4 Importance of communication
Business communication occurs between two or more parties to exchange business related
information. The success of a business depends on the efficacy of business communication. For
this, communication is regarded as the lifeblood of business. The role or importance of business
communication is discussed below:

1. Exchanging information: Communication is mainly the exchange of information between

two or more parties. Through communication, organizations exchange information with
internal and external parties. Communication also brings dynamism in organizational
activities and helps in attaining goals.
2. Preparing plans and policies: Communication helps in preparing organizational plans and
policies. Realistic plans and policies require adequate and relevant information. The
managers collect required information from reliable sources through communication.
3. Execution of plans and plaices: For timely implementation of plans and policies, managers
must disseminate those in the whole organization. In order to disseminate the plans and
policies to the internal and external parties, managers rely on communication.
4. Increasing employee’s efficiency: Communication also helps in increasing the efficiency
of employees. With the help of communication, organizational objectives, plans, policies,
rules, directives and other complex matters explain to the employees that broaden their
knowledge and thus help them to be efficient.
5. Achieving goals: Effective communication helps the employees at all levels to be
conscious and attentive. It ensures timely accomplishment of jobs and easy achievement
of goals.
6. Solving problems: Through various communication channels, the managers can be
informed of various routine and non-time problems of the organization and accordingly
they take the necessary actions of steps to solve the problems.
7. Making decisions: Making timely decisions requires updated information. Through
effective communication, managers can collect information from different corners and
can make the right decisions.
8. Improving industrial relation: Industrial relation is the relation between workers and
management in the workplace. Good industrial relation is always desired for business
success. Communication plays a vital role in creating and maintaining good industrial
relation.
9. Publicity of goods and services: In the modern age, business is becoming highly
competitive. Almost very competing manufacturer produces products of common
consumption. However, all of them cannot sell equally well. The organization that can
communicate better, can also sell better.
 10. Removing controversies: Effective communication allows smooth flow of information
among various parties involved in the negotiation or transaction. As a result, conflicts,
controversies and disagreements can be resolved easily.
11. Enhancing employee satisfaction: If there is free and fair flow of information in the
organization, it will certainly bring mutual understanding between management and
workers. Such understanding enhances the satisfaction of employees.
12. Enhancing loyalty: Effective communication helps the managers to be aware of the
performance of their subordinates. In such a situation, the subordinates try to show their
good performance. Later on, if management praises their performance, it will enhance
employees’ loyalty.

1.5 7 Cs of communication
Definition: The 7 C’s of Communication is a checklist that helps to improve the professional communication
skills and increases the chance that the message will be understood in exactly the same way as it was intended.

1. Clear: The message should be clear and easily understandable to the recipient. The purpose of the
communication should be clear to sender then only the receiver will be sure about it. The message should
emphasize on a single goal at a time and shall not cover several ideas in a single sentence.
2. Correct: The message should be correct, i.e. a correct language should be used, and the sender must
ensure that there is no grammatical and spelling mistakes. Also, the message should be exact and well-
timed. The correct messages have a greater impact on the receiver and at the same time, the morale of
the sender increases with the accurate message.
3. Complete: The message should be complete, i.e. it must include all the relevant information as required
by the intended audience. The complete information gives answers to all the questions of the receivers
and helps in better decision-making by the recipient.
4. Concrete: The communication should be concrete, which means the message should be clear and
particularly such that no room for misinterpretation is left. All the facts and figures should be clearly
mentioned in a message so as to substantiate to whatever the sender is saying.
5. Concise: The message should be precise and to the point. The sender should avoid the lengthy
sentences and try to convey the subject matter in the least possible words. The short and brief message
is more comprehensive and helps in retaining the receiver’s attention.
6. Consideration: The sender must take into consideration the receiver’s opinions, knowledge, mindset,
background, etc. in order to have an effective communication. In order to communicate, the sender must
relate to the target recipient and be involved.
7. Courteous: It implies that the sender must take into consideration both the feelings and viewpoints of the
receiver such that the message is positive and focused at the audience. The message should not be
biased and must include the terms that show respect for the recipient.

Note: This checklist applies to both the written and oral communication.
1.6 Channels of communication

1.7 Types of communication

1.8 Barriers of communication (Practical exercise in communication)

The process of communication has multiple barriers. The intended communique will
often be disturbed and distorted leading to a condition of misunderstanding and
failure of communication. The Barriers to effective communication could be of many
 types like linguistic, psychological, emotional, physical, and cultural etc. We will see
all of these types in detail below.

1 Linguistic Barriers
The language barrier is one of the main barriers that limit effective communication.
Language is the most commonly employed tool of communication. The fact that
each major region has its own language is one of the Barriers to effective
communication. Sometimes even a thick dialect may render the communication
ineffective.

As per some estimates, the dialects of every two regions changes within a few
kilometers. Even in the same workplace, different employees will have different
linguistic skills. As a result, the communication channels that span across
the organization would be affected by this.

Thus keeping this barrier in mind, different considerations have to be made for
different employees. Some of them are very proficient in a certain language and
others will be ok with these languages.

2 Psychological Barriers
There are various mental and psychological issues that may be barriers to effective
communication. Some people have stage fear, speech disorders, phobia, depression
etc. All of these conditions are very difficult to manage sometimes and will most
certainly limit the ease of communication.

3 Emotional Barriers
The emotional IQ of a person determines the ease and comfort with which they can
communicate. A person who is emotionally mature will be able to communicate
effectively. On the other hand, people who let their emotions take over will face
certain difficulties.

A perfect mixture of emotions and facts is necessary for effective communication.

Emotions like anger, frustration, hum our, can blur the decision-making capacities of
a person and thus limit the effectiveness of their communication.
4 Physical Barriers to Communication
They are the most obvious barriers to effective communication. These barriers are mostly
easily removable in principle at least. They include barriers like noise, closed doors, faulty
equipment used for communication, closed cabins, etc. Sometimes, in a large office, the
physical separation between various employees combined with faulty equipment may result
in severe barriers to effective communication.

5 Cultural Barriers of Communication

As the world is getting more and more globalized, any large office may have people from
several parts of the world. Different cultures have a different meaning for several basic
values of society. Dressing, Religions or lack of them, food, drinks, pets, and the general
behaviour will change drastically from one culture to another.

Hence it is a must that we must take these different cultures into account while
communication. This is what we call being culturally appropriate. In many multinational
companies, special courses are offered at the orientation stages that let people know about
other cultures and how to be courteous and tolerant of others.

6 Organizational Structure Barriers

As we saw there are many methods of communication at an organizational level. Each of
these methods has its own problems and constraints that may become barriers to effective
communication. Most of these barriers arise because of misinformation or lack of
appropriate transparency available to the employees.

7 Attitude Barriers
Certain people like to be left alone. They are the introverts or just people who are not very
social. Others like to be social or sometimes extra clingy! Both these cases could become a
barrier to communication. Some people have attitude issues, like huge ego and inconsiderate
behaviours.

These employees can cause severe strains in the communication channels that they are
present in. Certain personality traits like shyness, anger, social anxiety may be removable
through courses and proper training. However, problems like egocentric behaviour and
selfishness may not be correctable.

8 Perception Barriers
Different people perceive the same things differently. This is a fact which we must consider
during the communication process. Knowledge of the perception levels of the audience is
crucial to effective communication. All the messages or communique must be easy and
clear. There shouldn’t be any room for a diversified interpretational set.

9 Physiological Barriers
Certain disorders or diseases or other limitations could also prevent effective
communication between the various channels of an organization. The shrillness of
voice, dyslexia, etc are some examples of physiological barriers to effective communication.
However, these are not crucial because they can easily be compensated and removed.

10 Technological Barriers & Socio-religious Barriers

Other barriers include the technological barriers. The technology is developing fast and as a
result, it becomes difficult to keep up with the newest developments. Hence sometimes the
technological advance may become a barrier. In addition to this, the cost of technology is
sometimes very high.

Most of the organizations will not be able to afford a decent tech for the purpose of
communication. Hence, this becomes a very crucial barrier. Other barriers are socio-
religious barriers. In a patriarchal society, a woman or a transgender may face many
difficulties and barriers while communicating.

Unit-2 Oral Communication

2.1 Meaning
Oral communication is the process of verbally transmitting information and ideas from one
individual or group to another. It is word based communication system but in oral form. Most of
the time, we use oral communication. Executive spend 60 to 90 percent of their time talking to
people. Face to face conversations, group discussions, counseling, interview, radio, television,
telephone calls etc. is used to express meaning in oral communication. Some definitions of oral
communication are as follows:

According to Ricky W. Griffin, “Oral communication takes place in face-to-face

conversations, group discussions, telephone calls and other circumstances in which spoken
word is used to express meaning.”

According to Bovee and others, “Oral communication expresses ideas through the spoken
word.”
According to S. K. Kapur, “Oral communication takes place when spoken words are used
to transfer information and understanding form on person to another.”

Oral communication can be either formal or informal. Examples of informal oral

communication include:

 Face-to-face conversations
 Telephone conversations
 Discussions that take place at business meetings

More formal types of oral communication include:

 Presentations at business meetings

 Class room lectures
 Commencement speeches given at a graduation ceremony

2.2 Nature
1. Flexibility:
The main feature of oral communication is, it is more flexible than any other means
of communication. Oral communication or oral messages can be changed easily
depending on the situation.

2. Immediate feedback :
Immediate feedback can be received in case of oral communication.

3. Takes less time :

It takes less time than written communication.

4. Better understanding :
Another major feature of oral communication is chance of misunderstanding is very
rare; if there is any misunderstanding takes place that can be rectified immediately
by asking questions.

5. Opportunity for correction :

In case of written or other communication messages can not be corrected
immediately- but in case of oral communication it can be corrected within
few seconds.

6. Intercultural barriers :
In case of oral communication receiver and sender exchange information freely and
 spontaneously. As a result presentation of message influenced by
the cultural background of the respective parties.

7. Spontaneous :
Oral message can be pre-planed and formal, but in most of the cases oral
communication made spontaneously without any planning.

8. Dependence on non-verbal tools :

This perhaps one of the major features of oral communication. If we think carefully
we will be able to realize that oral communication takes the support of non-verbal
communication to express the complete meaning.
For example, when we are talking about a good news then we not only express it
through words but also express through eye & facial expressions, our tone
and body movements also supports us to express the meaning completely.

9. Dependence on listening : Last but not the least, oral communication completely
depends on listening. Without listening we can not even think of oral
communication.

2.3 Scope
Scope means the possibility of any particular subject in a particular field.
It can be understood by dividing in two parts:

1. Internal (within the organization)

2. External (outside the organization)

Scope within the organization

The types of oral communication commonly used within an organization include staff
meetings, personal discussions, presentations, and informal communication.

Scope outside the organization

Oral communication with those outside of the organization might take the form of face-to-face
meetings, telephone calls, speeches, teleconferences, or videoconference.

2.4 Importance

1. Time saving: When action is required to be taken immediately it is best to transmit a

message orally. If the executives work load is high then they stop writhing and by oral
 instructions they complete their message transmission and released their work load
and also it saves time.
2. Cost savings: Cost is involved in any communication. When the communication is
needed within the organization and if it and is completed in orally, it has not needed
any paper, pen or stamp or computer. So it saves the money of the organization.
3. More powerful: Speech is a more powerful means of persuasion and control.
Therefore, executives often prefer to transmit messages orally.
4. Effectiveness: With the help of variations in the tone, pitch and intensity of voice, the
speaker can convey shades of meaning. This factor also contributes to the
effectiveness of oral communication.
5. Immediate feedback: The speaker can get immediate feedback on whether it is
creating a favorable impression on the receiver or whether the receiver will protest or
whether the receiver has receiver has clearly understood his meaning or is feeling
perplexed or baffled and he can mold and adjust his message accordingly.
6. More suitable: The employees felt more suitable when the message transmits in orally.
They get an opportunity for feedback and clarification.
7. A relationship develops: Oral communication is mostly carried out helps to promote
friendly relations between the parties communicating with each other.
8. Flexibility: By the demand of the situations, oral instructions can be changed easily
and for these cases maintain the formalities are not necessary. So it is very much
flexible and effective.
9. Easiness: It is so easy method of communication. It needs little preparation to send a
message. No need of pens, pencils and other writing equipment’s which are needed in
written communication.
10. Correction of errors: If any error is expressed at the time of oral communication. It
was possible to rectify at that time or within a very short time.
11. Informal communication: In oral communication, no need to maintain such formalities
which are needed in written communication. So it is easy and helpful to any
organization.
12. Motivation: In oral communication system, top executives and sub ordinates staff can
sit face-to-face and exchange their views directly, so sub-ordinates are motivated day
by day.
13. Special applications: Oral communication is more helpful in communicating messages
to groups of people at assembly meetings etc.
14. Maintaining secrecy: Interested parties of oral communication can maintain the
secrecy of messages easily.

2.5 Channel of Oral communication

Medias or ways or techniques or channels of oral communication:
 1. Conversation: conversation means the informal discussion among the people.
When one person discusses his views, opinion to another person and exchanges
their views in the presence of both then it is called face to face conversation. In
this method, both the information receiver and sender can exchange their views
freely and fairly.

2. Interview: It suggests a meeting between two or more persons for the purpose of
getting a view of each other or for knowing each other. It is a situation in which
an employer tries to size up an applicant for a job. The employer’s aim is to know
whether the applicant can be fit for service to this organization and the
applicant’s aim is to find whether the job being offered by the organization can be
suitable to him.

3. Speech: Speech means what the speaker says in front of the audience. It is a fully
audience-oriented system. Generally, the political leaders, the managers, the
businessman or the workers’ leaders use this system sometimes. This system is
practiced in public gathering at company meetings, inauguration and seminars
etc.

4. Group discussion: Group discussion is a popular method of oral communication.

Management arranges group discussion to take a decision on a special matter. Group
discussion is very helpful to human relation, idea getting an idea development and
training.

5. Meeting: Meeting means the formal group discussion about a specific predetermined
topic or subject. Meeting members to get together and discuss a problem or issue or a
special matter.

6. Counseling: Counseling is an effective medium of oral communication. Generally, it

held yearly or bi-yearly. It is adopted by the higher authority for their followers.
 7. Committee: Committee is an organization. The committee meeting is a popular
technique of oral communication. A special decision is taken through face to face
discussion of a committee meeting.

8. Conference: A conference may be held to exchange views on some problem being

faced by the organization or some other issue related to it and it may even suggest a
solution but the suggestions from a conference are not binding. They are more in the
nature of the recommendation.

9. Lectures: Lecture is used to create an understanding of a topic or to influence

behavior, attitudes of the trainee through spoken words. The lecture is telling
someone about something. The method is an effective way to introduce new
information or concepts to a group of learners who gathered at on place.

10. Informal communication: Informal communication is another technique to

exchange information orally. It can occur in the playground, tea table etc. In those
situations, both the boss and subordinate can exchange their views informally.

2.6 Listening

Listening is an essential part of spoken communication. Speaking and listening go together

and oral communication cannot be effective without proper listening. Poor listening
defeats the very purpose of spoken words.

MEANING: Effective listening means concentrating on what the speaker says rather than on
how it is said.
Importance of Listening

1. It helps us to understand the people and the world around us.

2. In our society, listening is essential to the development and survival of the individual.
3. Relationships depends more on listening skills than on speaking skills.
4. A good listener is always in a better position to deal with his problems and relationships.
5. It helps a person to grow in his career.
6. It keeps a person well informed
7. It helps an organization to meet its objectives.
8. Being listened to spells the difference between feeling accepted and feeling isolated.
9. A good listener rarely involves himself in controversies and misunderstanding.
10. Listening skills are critical to effective leadership.
11. Good listeners are often the best speakers because they have taken the time to find out
what people are truly interested in.

2.7 Kinds of Listening

1. Discriminative Listening: Discriminative listening is the most basic type of listening,
whereby the difference between difference sounds is identified. If you cannot hear
differences, then you cannot make sense of the meaning that is expressed by such
differences. When the listener differentiates between different parts of the speaker
messages.

2. Evaluative Listening: In evaluative listening, or critical listening, we make judgments

about what the other person is saying. We seek to assess the truth of what is being said.
Listening is said to be evaluative when the listener evaluates the evidence and reaches a
conclusion.

3. Appreciative Listening: In appreciative listening, we seek certain information which

will appreciate, for example that which helps meet our needs and goals. We use
appreciative listening when we are listening to good music, poetry or maybe even the
stirring words of a great leader. Here the listener shows by words or his body language
that he likes some part of a speech and agrees with the speaker.

4. Empathic Listening: When the listener puts himself in the place of the position of the
speaker it is called Empathic Listening. When we listen empathetically, we go beyond
sympathy to seek a truer understand how others are feeling. This requires excellent
discrimination and close attention to the nuances of emotional signals. When we are
being truly empathetic, we actually feel what they are feeling.

5. Active Listening: When the listener genuinely interested in understanding what the
other person is thinking, feeling, wanting or what the message means, and active in
checking out our understanding it is called active listening.

2.8 Advantages of active listening

According to Francois de La Rochefoucauld "To listen closely and reply well is the highest
perfection we are able to attain in the art of conversation." Attentive and active listening means
absorbing and being able to accurately recall what the other person has said, to reach a mutual
understanding. It involves genuine concern and interest for understanding a person’s point of
view, without thinking about or putting forward personal opinions. Learning how to listen
attentively is a vital communication skill that has many benefits for both the listener and
speaker.

1. No Misunderstandings

Actively listening to what the other person is saying reduces the chance of
misunderstandings. It involves reflecting and confirming that each person can
comprehend what is being said, so that the facts and concerns are accurately heard.
Better mutual understanding increases the effectiveness of communication between two
parties.

2. Willingness of Speaker to Open Up More

Attentive listening shows respect for the other person’s feelings and point of view, which
encourages the individual to open up more and express further concerns. Someone who
feels valued through active listening is less likely to feel judged and thus will have the
confidence to develop his viewpoint and explain in detail what he feels and why.
 3. Defuses Conflict

When a person is being attentively listened to, there is less chance of conflict arising.
Active listening allows a person to freely vent her feelings and concerns without
interruption or contradiction things that can often result in unproductive arguments. It is
less likely that a person will become defensive or angry.

4. Identifies Agreements and Disagreements

Attentive listening provides the opportunity to identify both areas of agreement and
disagreement between both parties, as well as any flaws. When agreements are
recognized, they can easily put disagreements into perspective and diminish their
significance, making more positive and effective communication. The speaker is also
more likely to identify flaws in his reasoning when he hears it recalled by the attentive
listener without criticism.

5. Considers Different Points of View

When a person knows her opinion is being heard and acknowledged, it is likely that she
will be more willing to think about an alternative point of view or soften her own
argument. Considering another person’s position is often easier when personal views are
respected and valued through attentive listening. Listening attentively helps both parties
to gain a deeper understanding of each point of view and move forward toward a
successful solution.