2012

 
LIBRARY
Definition
A LIBRARY is an institution charged with the
responsibility of collecting, organizing, preserving
and dissemination of information.
KEY FUNCTIONS
1. COLLECTING MATERIALS
2. ORGANIZING MATERIALS
3. PRESERVING MATERIALS
4. DISSEMINATING INFORMATION
TYPES OF LIBRARIES
National library
A national or state library serves as a national
repository of information, and has the right of legal
deposit, which is a legal requirement that publishers
in the country need to deposit a copy of each
publication with the library. Unlike a public library,
they rarely allow citizens to borrow books. Often,
they include numerous rare, valuable, or significant
works. Their primary function is to collect literature
produced in a country. The secondary function of the
national library is to collect current foreign literature.
Public library

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A public library provides services to the general
public and usually makes at least some of its books
available for borrowing. Typically, libraries issue
library cards to community members wishing to
borrow books. Many public libraries also serve as
community organizations that provide free services
and events to the public, such as reading groups.

A public library has four key functions:

(i) Supports education at all levels
(ii) Acts as an access point to wider information
(iii) Supports leisure activities in the community
(iv) Supports arts and culture through literature.

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Academic library
An academic library is generally located on
educational institutions such as campuses of
colleges and universities and serve primarily the
students and faculty of that academic institution.
Some academic libraries, especially those at public
institutions, are accessible to members of the
general public in whole or in part. The main
functions of an academic library are:
(i) To provide resources and research support for
students and faculty of the educational
institution.
(ii) Provides specific course-related resources such
as copies of textbooks and article readings
held on 'reserve' (meaning that they are loaned
out only on a short-term basis, usually a
matter of hours).
(iii) The academic library provides a quiet study
space for students on campus
(iv) It may also provide group study space. The
library provides a "gateway" for students and
researchers to access various resources
Special library
A library that contains current detailed materials
meant for specialized users. Many private businesses
and public organizations, including hospitals,
museums, research laboratories, law firms, and
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many government departments and agencies,
maintain their own libraries for the use of their
employees in doing specialized research related to
their work. Special libraries may or may not be
accessible to some identified part of the general
public.

KEY LIBRARY TERMS

(a) CATALOGUE
It is an organized set of bibliographic records
which shows what is housed in the library. It
helps the library user locate books easily and
helps the users know what is available in the
library.
(b) BIBLIOGRAPHY
A bibliography is a systematic description of
groups of books as to authorship, title, edition,
town of publication, publisher, and year of
publication. It indicates authority and reference.
The details in the bibliography should begin with
the author’s surname, title, town of publication,
publisher, and year of publication. The books
should be listed as in the example.
Example:

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Bwalya, M. ELECTRICAL ENGINEERING. London:
Oxford, 1990.
Chama, K. INDUSTRIAL PRACTICE. Lusaka: Unza
Press, 2000.
(c) FOOTNOTE
A footnote is a note at the foot of the page and it
is usually in smaller type than the text. It helps
the writer to indicate authority, reference and
further elaboration.
(d) PLAGIARISE
This is an act of reproducing someone’s work in
your own work, word for word, without
acknowledging that you have done so. This is an
offence.

(e) PERIODICAL
A periodical is a regularly issued publication
such as newspaper, magazine, and journal e.t.c
They are important to library users because they
contain latest information on different subjects
such as economics, law, politics, and
engineering e.t.c.
CLASSIFICATION OF LIBRARY MATERIALS
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All library materials are classified according to a
library classification system. In Zambia the
Dewey decimal classification (D.D.C) system is
mostly used in libraries. According to this
system all human Knowledge has been divided in
TEN distinct fields as follows:
CLASS NUMBER FIELD
OF STUDY
000 -Library
Science
-General
Knowledge
100 -Philosophy
-Psychology
-Logic
200 -Religion
300 -Social Sciences
400 -Language
500 -Pure Sciences

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CLASS NUMBER FIELD OF
STUDY
600 -Applied
Sciences
700 -Arts
800 -Literature
900 -History

LIBRARY SECTIONS

CIRCULATION SECTION
The Circulation Section is the backbone of the
Library. Thousands of teachers/students come here
for enlightenment. It can be said that this section has
a unique role for providing the latest information to
readers.
The Circulation Section performs the following
functions:
· Registers new members, issues borrowers
cards and renews membership cards etc.
· Issue and receipt of reading material, to and
from the members only.
· Collects delay fines for overdue books.
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· Sends reminders for overdue books.
· Informs the members about the reading
material reservation.
· Settles cases regarding the books lost or
damaged by the members.
· Prepares defaulter lists and sends them to
the Heads of the concerned teaching
departments to detain their roll numbers till
they clear their accounts with the library.
· Issues the Library Clearance Certificates.
· Checks incoming and outgoing materials
thoroughly.
· Helps the library users in finding the
required material and guides them in the use
of library catalogue.
· Shelves the reading material on the racks
that had been returned by the borrowers and
taken from the shelves for reading.
· Keeps statistics of daily transactions.

REFERENCE SECTION
The reference section is a separate and holds
reference tools, including encyclopedias,
dictionaries, biographical dictionaries, year books,
hand books, almanacs, directories, atlases,
gazetteers, indexes, quotation books, bibliographies,
accession lists, guides, maps, etc. Its function is to
answer the reader’s reference questions.

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The reference material can only be utilized within
the library and cannot be borrowed.

SERIALS / PERIODICALS SECTION

This section is the source of current and latest
published information for library users and it is very
useful in research work. It acquires and displays
journals and magazines of almost all the subjects
and newspapers.
SHORTLOAN SECTION
This section contains limited but important library
material which it loans out for a specific short period
of time.
BINDINDING SECTION
This section is responsible for binding material and
reconstructing torn or damaged materials like book
pages.
SPECIAL COLLECTION
This is a section where very special library materials
are kept. Access to this library is restricted to only
those authorized by library officials and it is used for
research purposes.

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NOTEMAKING AND NOTETAKING
Definition
-Note making is defined as writing of notes from a
written source in abbreviations and symbols so
that they make complete sense. This can be from
books, magazines and so forth.
-Note taking is writing of notes from a spoken source
in abbreviations and symbols so that they make
complete sense.
GUIDELINES TO NOTETAKING
(a) Before the session
-make sure you have enough papers and extra
pen
-you should know the context of the session
where you may be required to take notes. Is it
a seminar, lecture or mere discussion?
(b) During the session
-list main points of presentation at the
beginning of the session
-do not write all the time but take time to
listen for complete points before writing.
-listen very carefully and question what you
hear.
-you must be able to distinguish between new
points and repetition.
-be selective by only recording main points and
relevant ideas only.

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(c) Speaker
-if possible get to know the presentation style
of the presenter such as speed, audibility,
emphasis of main points and so on.

(d) Layout of notes

-take note of the time, date, speaker and
subject
-leave plenty of space when writing as this
may allow any additions later on.
-use conventional abbreviations that you
cannot easily forget
-divide your notes appropriately by putting
headings, subheadings, and numbered points as
much as possible.
-put names and comments and unfamiliar
terms in capital letters.
-if the speaker permits, ask questions to the
speaker about unfamiliar terms and clarifications.
(e) After the session
-rewrite your notes in a clear layout.
-relate what you have written to your notes
rough notes

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-compare or share your notes with others if
subject is difficult
-add comments or points of your own if
possible and make sure they are separate from
speaker points.
-check for correct spellings and grammar.

GUIDELINES TO NOTEMAKING
(a) Passage and purpose
-define your reason for making your notes
-select exactly which part of the article you
need to take notes from.
(b) Reading
-quickly read (skimming) through the passage
to have an idea about the subject matter of the
passage.
-read the whole passage again carefully
(scanning) asking yourself questions relating
to that passage so that you understand it fully.
-develop your own title covering from the
information gathered before you can start the
first draft of your notes.
(c) Drafting notes
-divide passage into short sections
-give each section a title heading to distinguish
sections
-note down points under each heading

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-put each point on separate line
-keep notes short by omitting adverbs and
unnecessary words as well as through the use
of abbreviations.
-look for general words or points and not
details or examples
-try as much as possible to reflect the ideas in
the passage with your own words based on your
understanding of the passage
(d) Checking your draft
-Check your draft against the following:
(i) inclusion of all necessary points
(ii) accuracy and clarity of all points
(iii) exclusion of all irrelevant points
(e) Final Version of your notes
-rearrange points if necessary
-transform abbreviations into meaningful
ideas.
(f) CONCLUDING DETAILS
-give your notes a title.
-record source of information through a
bibliography or foot note.
Note making is very important in research, summary
or prose writing.
SUMMARY
„ A summary is a shortened passage, which
retains the essential information of the original.
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It is a fairly brief restatement --- in your own
words ---of the contents of a passage.
Techniques in summary writing
Paraphrasing
To paraphrase means to completely and correctly
express other people’s ideas in one’s own words.

Example
„ Prevention is better than cure.
„ (It is better to prevent something unpleasant
from happening than try to put it right
afterwards.)
The importance of paraphrasing
- It helps us understand the original better.
-It helps us grasp the central idea and the main
points.
-It helps us write summaries that are brief and to
the point, and in our own words.
Steps of paraphrasing
-Read the original passage carefully and
comprehend its meaning wholly and correctly.
-Consider the original article as a whole, not in
isolated sentences

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WHAT IS PROSE?

In the world of artistic writing, prose is the form that

most creative writing takes on--in the genres of
essays, articles, short stories.
Basically, prose writing is any writing in paragraph
form, from a novel to a short story, to an article in
the newspaper
COMMUNICATION SKILLS
COMMUNICATION DEFINED
Communication is a two-way process in which there
is an exchange and progression of ideas towards a
mutually accepted direction or goal. (Asha kaul)
2000.
For this process to work, it is essential that the basic
elements of communication be identified. These are;
a) Sender/Encoder/speaker
b) Receiver/decoder/listener
c) Message
d) Medium
e) Feedback
THE COMMUNICATION CYCLE
Communication is complete when the following
variables are fully satisfied:

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™ The Sender-conceives an idea or develops the
impulse to communicate.
™ The Message-the conceived idea is ready to be
sent or communicated.
™ The receiver-receives the message and decodes
it into its meaningful parts to be understood.
™ THE Medium-this is the channel through which
the message is transmitted. E.G a phone, fax,
postal service etc.

™ Feedback-the response to the understood

message confirming what has been understood.

METHODS OF COMMUNICATION
1. Oral/Verbal communication: This is
communication where words are employed,

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such as face to face communication, lectures,
meetings etc.
Advantages:
• Vocal is used
• Medium is flexible
• Feedback is immediate
Disadvantages:
• No record is kept
• It is restrictive
• It is not visible
Oral communication is one of the most important types of
communication. In this type, there is nothing in writing.
The examples of verbal communication are numerous.
Oral orders, face to face discussions, telephonic talk,
lectures, interviews, counseling, public speeches, audio-
visual aids, movies etc. fall in this group. Quite often, more
than one medium is required to be employed to make the
communication effective. Face to face communication,
often combine oral form with the visual. They encompass
gestures and facial expressions. Oral communication can
be carried out by air vibrations when it is face to face or
over the microphone, loud speaker, telephones and radio.
• KINESICS
This is communication through body movement and
expressions (body language) which includes:
¾ Eye contact
¾ Gestures
¾ Facial expressions
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¾ Body orientations
¾ Anger expression
¾ Fear expressions
¾ Disgust expressions
¾ Interest expressions
¾ Determination expression etc.
• Proximics
This is communication through space. It implies that the
arrangement of things in a given space and the amount
of space people maintain on their social relationship all
have the impact on communication. e.g. A boss in a big
office usually has so much space to himself indicating
his importance in the organization.

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2. Non-verbal communication
This is where signals and or symbols are used to
communicate .it is also called observable communication.
e.g. angry face, charts graphs etc.
Non-verbal communication is key to most ordinary
communications.
WRITTEN COMMUNICATION
Written communication is always in black and white. It
includes the use of language. Written communication can
be transmitted by mail, telegraphs, telex, fax, notice,
boards, newspapers, magazines, bulletins, pamphlets and
such other forms.

COMMUNICATION PROCESS
Messages can be transmitted:
1. By verbal communication (Face to face or by Telephone
talk)
2. In writing (through letters, circulars, bulletins,
signboards etc.)
3. Non-verbal signs (patting, winking etc.)
4. through gestures (by pointing fingers, nodding etc.)
5. Noise
6. Feedback

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FORMAL COMMUNICATION
Formal communications are mostly in black and white.
Formal communication derives support from the formal
organizational structure. It is generally associated with a
particular position of the communicator. When the general
manager instructs his subordinates by virtue of his
position, it can be taken as a formal communication.

INFORMAL COMMUNICATION
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This type of communication is free from all sorts of
formalities. It is based on informal relationship between
the parties. It is generally termed as “the grapevine”
communication; Informal communication may be
conveyed even by a simple glance, gesture, nod, smile or
sometimes mere silence.

UPWARD COMMUNICATION
If the communication flows from the subordinate to their
superior it is called an ‘upward communication’. Such
communication includes employee’s reactions,
suggestions or their grievances etc. This type of
communication is considered to be a main source of
motivation for an employer.

DOWNWARD COMMUNICATION
Downward communication flows from the uppermost level
of management towards the working force. It includes
rules and regulations, orders, policies, instructions,
guidelines etc. They are directives in nature.

FUNCTIONS AND COMMUNICATION

Communication performs the following four important
functions with a group:
1. Communication gives information.
2. It motivates individuals and group.
3. It gives emotional expression
4. It works as a motivator
BARRIERS OF COMMUNICATION
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Communication is a complex interactive process,
involving assumptions and unspoken agreement
between persons. There are frequent errors and
misunderstandings in the process of communication.
Due to faulty communication, a large number of
managerial problems arise. Poorly transmitted messages
may lead to understanding and frictions which may have
an adverse effect on the morale of subordinates. There
are various obstacles or difficulties that come in the way of
communication. They are termed as the Barriers of
Communication. They may be physical, mechanical,
psychological, cultural or linguistic in nature.
I. External or Mechanical Barriers:

There are certain defects in the devices used for

communication. They are taken as external barriers not
within the control of either receiver and or sender of the
message. They are as follows:
1. Increase in difficulty in reception.
2. Defects in reaching certain elements of the message to
its destination.
3. The absence of communication facilities.
4. Disturbance interfering the fidelity of transmission.
5. A defective telephone.
6. Cross talks often heard over an intercom link.
7. In case of ‘Mass communication’, failure of loudspeaker,
disturbance etc. which are mechanical in nature.
8. Disturbance on the radio, spread ink in the newspaper,
rolling of picture on T.V. etc. Can be taken as barriers of
communication.

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9. There are environment sounds like traffic noise, other
conversations, doors and window banging etc.
II. Physical Barriers: In case of physical barriers, there
are four main distractions:
1. The competing stimulus: In this case the disturbances
may be in the form of another conversation going on within
the hearing distance, loud music, traffic noise etc.
2. Environmental stress: In this case the factors like
humidity, poor ventilation, strong glare etc. may disturb the
smooth communication.
3. Subjective stress: Sleeplessness, ill health, mood
variation etc. disturb listening and interpreting.
4. Ignorance about the Medium: The use of medium with
which the receiver is not familiar, may become a barrier in
understanding. For example, inability to read maps,
graphs, charts etc.
Messages sender’s limitations:
Following are the sender’s limitations:
1. The sender of the message may not be able to put his
message in a proper language or may be using confusing
language.
2. He may be providing unnecessary details without any
logical order.
3. The voice of the sender may grate on listener’s ears.
4. The sender may be lacking in the art of composition of
sentences. He may, therefore, confuse the receiver.
5. His choice of words and their arrangement may not be
appropriate and easy to understand.
6. The wiring may be misinterpreted.
7. There may be too much of information in a single visual.
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8. The design of the matter may not be simple and easy to
understand
9. The written material might not be properly arranged.
Message Receiver’s Limitations:
Following are the message receiver’s limitations:
1. The receiver may be inattentive.
2. The level of intelligence of receiver to understand and
memories the message may be inadequate.
3. Listener’s background and store of information may not
be enough.
4. Confusion may be caused abstract due to theoretical
communication.
5. The listener’s level of understanding may not be
sufficient to grasp the message.
III. Psychological Barriers:
The frame of human mind through which one looks
towards others differs from individual to individual. The
feelings like fear, desire, hope, likes and dislikes, views,
opinions are the attitudes formed because of social
environment, education, family background, and training
and personnel experiences. Certain persons act in certain
particular way. It is difficult to predict one’s reaction
because one might be influenced by different
circumstances of communication.
Following are the important points in respect of
psychological barriers of communication:
1. Self image (self concept): It means a person looks at
himself or at the picture he has of himself. It is this image
which makes the person always defend his point of view.
We retain in our mind only that information which is
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pleasant, or liked by us or supports our ego, while we
conveniently forget the information which is unpleasant,
not to one’s liking or humiliating.
2. Assumption: There are certain assumptions which
become barriers in communication. The speaker feels that
he need not elaborate or explain certain points. This
becomes a barrier in communication. In certain cases, for
example, an Engineer takes it for granted that workers
understand various technical terms he uses. It ma y be a
wrong assumption.
3. Redundant phrases: Many times, we use phrases like
“It is well known” or “It goes without saying”. These and
such others may be wrongly presumed statements.
4. Generalization: Some people have attitude of ‘illness’
that is the tendency of generalization. For example,
someone may make a statement that ‘Businessmen lack
manners.’ It is nothing but prejudice against a particular
group.
5. Pre-judgment: Sometimes, we interpret messages in
terms of our own frame of references. In that case, our
judgment acts as a barrier in accepting the facts.
6. Snap reactions: A listener or reader quickly or
prematurely responds to the message may be because
one is hot-tempered. Such reactions are called as ‘snap
reactions’. They may prove to be barriers in
communication.
7. Tendency to Evaluate: The main barrier in case of
interpersonal communication is our natural tendency to

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judge, to evaluate, and disapprove the statements of
others.
8. Group identification: Opinions are formed due to the
influence of the various factors such as a group,
neighbors, colleagues, locality city, religion, economic
background etc. to which one belongs. For example, a
person participating in strike because he feels that the
idea of a group is more important, therefore not willing to
accept any communication contrary to the interests of his
group.
9. Self Image: A self-image is created over years and it is
difficult to accept any idea which goes against it. Suppose
someone feels himself to be efficient in performing his job
and becomes an officer. As an officer he is required to
control his subordinates and get work done rather than
doing it himself. Here he fails. To accept this shortfall is
almost insulting. It may become barrier in communication.
10. Status Block: A person may develop the feeling that
he knows everything about running a business. He is not
easily ready to accept the contention that his subordinates
can also be having useful ideas to contribute in the
success of business. Several times, their useful ideas may
go unheard merely because of the distance in their social
status. It may be a difficult barrier which both may be
unable to overcome. Such barrier can be overcome only
by adopting an “open door policy.”
11. Closed Mind: Intellectual background, narrow interest,
failure in understanding human nature, may become
barriers to receive communication with sympathy.
Example is to receive complaints and grievances in the
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organization. Counseling can help to overcome this
difficulty.
12. Poor communication skill: Inefficiency in writing and
speaking prevents the speaker in encoding his ideas
properly and to attract listeners properly. This skill can be
improved upon by suitable training. Poor reading habits
and faulty listening are psychological shortcomings. In
case of oral communication, unfamiliar pronunciation,
nervousness in facing audience may become a major
barrier in communication.
13. State of health: State of health can also become a
barrier in communication. A person with ill-health gets his
ability to communicate reduced due to lack of energy and
many, therefore, refuse to communicate. Reciprocally,
receiver may not properly respond.
IV. Semantic Barriers:
The important means of communication is language and it
must be used properly. Words having different shades of
meaning and pronunciations should be used very
carefully. For example, a word “Record” can be used as a
verb as well as a noun with a difference in stress but
without any difference either in pronouncing or in spelling.
The words like ‘site, cite, sight’ can cause
misunderstanding in speaking. In certain cases, technical
terms may not be understood particularly those who are
not associated with that field. All such factors are covered
under the term semantic barriers.

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V. Cultural Barriers:
Any language is the expression of the thoughts, feelings
and experiences in terms of cultural environmental. The
same language when used in different cultures, take
different color and conveys different meaning. Sometimes,
we modify our language according to the person with
whom we are speaking. There
is a difference in the use of language for discussions,
formal talks informal talks etc. Language influences
behavior of individuals and groups.
1. In certain cases, language itself becomes a barrier in
communication.
2. Words are mere symbols and frequently convey more
than one meaning both in the minds of a sender and a
receiver.

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3. Symbols represent subjective and objective meanings.
4. Favorable and unfavorable arrangement of words
depends upon the context in which it is used.
5. Communication difficulties arise when
(I) one does not express what one means.
(ii) One uses the language, idioms, phrases etc. one doe
Men for it.
(iii) One speaks at a wrong moment.
(iv) Words carry different meanings for different people.

Important barriers in communication can be summed

up as follows:
1. Lack of clarity and precision
2. Semantic distortion
3. Premature evaluation
4. Inattention
5. Failure in communication
6. Fear or resistance to change
7. Distrust of communication.

System of overcoming the barriers in communication:

1. Proper information to the employees
2. Proper listening
3. Developing interpersonal relations
4. Communication through action and deeds
5. Use of proper language
6. Use of the grapevine (informal communication)
7. Feedback of information. Following are the barriers in
the way of effective communication and they are to be torn
down or improved upon.

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1. Vagueness in communication is a major barrier in the
way if effective communication
2. Empty words, phrases, careless omissions, lack of
coherence, repetition, failure to clarify implications, poor
instruction are the main characters of bad communication.
3. Lack of clarity and precision leads to costly errors and
corrections.
4. Managers receive different types of directives from
superiors and also receive information from subordinates.
He has to translate them both ways, i.e. to transmit
superiors’ directive to subordinates and subordinates’
feelings, thoughts and reactions to superiors. At times, it is
not enough to pass on the communication word. It must be
either put into words appropriate to the framework in which
the receiver operated (understands) or else it would
involve the risk of bad communication.
5. Transmission: Successive transmission of the message
generally becomes decreasingly accurate. In case of oral
communication, 30 percent of the information is lost in
each transmission. In case of large organization, it is not
possible to rely upon oral communication form on level to
another level. Even written communication followed by
interpretations is sometimes subjected to loss of some
meaning in transmission.
6. Inattention: Sometimes carelessness in reading printed
matters like notices, bulletins and minutes of meetings is a
common feature in many organizations.
7. Non-listening seems to be one of the important
drawbacks of human behavior.

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8. Overlooking unqualified assumptions and non-

communication of critical information becomes a barrier in
the way of the effective communication.
Insufficient Time for Adjustment: Some announcements
have a vital bearing on the working conditions of
subordinates. For example, the declarations about the
changes in shift, place, order etc, are very important for
them. The Subordinates require time to think and
understand the full meaning of the message. It is not
appropriate to force changes on the workers before they
adjust with such changes. This aspect is very important
form efficiency point of view.

Distrust of communicator: Sometimes superiors do

change messages that follow original communications.
They may be the result of illogical decision. This leads to
delay in taking actions by the subordinates with
enthusiasm.

Premature evaluation: Those who wish to communicate

must be listened in an unprejudiced fashion before any
response is generated. Otherwise, it becomes a barrier.

Fear: mangers must accept that they have to depend on

their subordinates for information. There is no guide yet
developed, that would communicate upward. Fearing the
consequences of the discloser, subordinates sometimes
mislead the superiors. This may become an important
barrier in the way of communication.

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Failure to Communicate: Sometimes laziness in
transmitting message becomes a main barrier in effective
communication. One cannot communicate everything that
is obviously necessary.
Effective communication is a process of meaningful
interaction between human beings. It is fundamental for
achieving successful cooperation and coordination in the
organization.

Dress and Appearance: The kind of dress we use and

the way in which we groom ourselves show our status and
attitudes. Most of us are influenced by how others look
and the clothes they wear. Physical attractiveness plays
an important role in our assessment of the people. We
consider attractive people to be more successful, more
intelligent, and more competent than those who do not
look or appear attractive. Person’s physical appearance
and dress conveys a great deal of information about him.
Our judgment or evaluation of people is very much

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influenced by physical appearance. It exercises a definite
impact on the communication process.
Silence: “Speech is silver, but silence is golden.’ It means
silence speaks louder than the words. It is a non-verbal
language par excellence. It establishes the relationship
between communicators and their attitudes towards each
other.
Movements of silence show that the parties are either
confused or do not know how to continue further
conversation. In case of public speaking when the speaker
punctuates his remarks with periods of silence, it may
mean that they are used for stressing the importance of
his message. In some cases, silence is generalized. For
example, when worker fails to complete his assigned job
and the supervisor makes enquires about it his silence
speaks for the failure.
Visual Communication
Before the primitive man learnt to use the verbal
communication, he might have used non-verbal and visual
signs for making him understand. He might have used
pictures, images, paintings etc. Pre-literate man might
have expressed himself visually. The discovery of
alphabets led to a form of writing. Abstract symbols
replaced visual representation of objects. Following are
the important visual forms of communication today.
Communication now-a-days:
1. Charts and graphs, 2 Pictogram, 3 Maps and plans, 4
Tables, 5 Slides, 6 Film strips.

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In visual communication, very elementary and simple
ideas, orders, warnings are used. It can be effectively
used only in combination with other media. The
diagrammatic representation combines the written with the
visual. Pie charts and
pictograms also combine the two, because there is always
a written indication of what is shown in them. Such forms
are very useful in the presentation of statistical data.

Merits of Visual Communication

1. To overcome the language difficulty; charts, graphs etc.
can be effectively used for visual communication because
they are easily grasped and understood by the viewers.
2. To make the people remember the matter for a longer
period; pictures and graphs are the good examples.
3. To make comparisons easy.
4. To make the publicity work more effective, charts and
graphs are introduced. They change the attitude of
educating them.

Demerits of Visual Communication

1. Charts, graphs etc. cannot be used for conveying all
kinds of information.
2. They are not suitable for discussions.
3. They are not suitable for explaining the ‘ideas and their
details’.
4. They may convey misleading information.

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Written communication has certain merits and
demerits.
Merits
1. Written communication can be accurate and precise.
2. It can be referred again and again till it is properly
understood.
3. It serves as a permanent record.
4. It can serve as a legal document.
5. It facilitates to fix up responsibilities if needed.
6. It can cover a wide areas it a be sent wherever desired.
7. In case of written communication.
8. There are less chances of missing any point.
9. Even lengthy matters can also be transmitted.
10. It helps in reducing disputes as it can be referred as
evidence.
11. It gives enough time to the receiver to think,
understand and act.

Demerits (Limitations)
1. Written communication is time consuming.
2. It is a costly process.
3. Quick clarification of doubts and misunderstandings is
not possible.
4. Addition or alterations, if required become expensive
and time consuming.
5. There are great chances of leakage of the content.
6. It lacks personal touch.
7. There is a possibility of delay and red-tapism.
Oral communication

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It includes face to face conversation, talks on telephone,
radio broadcasts, group discussions, meetings,
conferences, seminars, announcements and public
addresses. Here nothing is in black and white. Oral
communication has also certain merits and demerits.

Merits
1. Oral communication saves time and hence more
important where timely action is expected
2. In some cases it saves cos3. It is a more powerful
means of persuasion and control.4. It can convey different
shades of meaning.
5. In oral communication, feedback is quick.
6. Quick clarification is possible.
7. It can help to establish and promote friendly relations.
8. It is useful when a group is addressed.
9. It is easy for understanding.
10. It is easy to modify the content of the message.
11. It is more flexible
12. The speaker can sometimes withdraw his statement.
13. It is useful when quick actions are required.
Demerits:
1. Oral communication is not possible when the
communicator and the receiver are at distant places.
2. Lengthy messages cannot be conveyed through oral
communication.
3. It cannot be retained for a longer period.
4. It does not have any legal validity.
5. There are great chances of understanding.
6. Responsibility for mistakes cannot be fixed.

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7. It may have only temporary impact on the listener.
8. Receiver of the message may take less interest in
accept in the oral communication.

Oral Communication Written Communication

1. It is free from all formalities; it is informal
2. Oral communication cannot serve as evidence because
no record can be kept.
3. It can be delivered quickly. Hence there is no wastage
of time.
4. It can be misunderstood in certain cases.
5. The language of oral communication can be changed.
6. It cannot be re-scrutinized. Exact review is difficult.
7. There is less accuracy.
8. It may be casual.
9. In oral communication there are no symbols. It is easy.

Written Communication

1. It is formal in nature.
2. Being permanent in nature, it can be preserved and can
become evidence.
3. It is time consuming and slow in nature.
4. There are less chances of misunderstanding.
5. Written communication is rigid

6. It can be re-scrutinized even after an apse of time. One

can review whenever required.
7. More accuracy is possible while preparing the
statement.
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8. It carries importance.
9. Written communication depends on the use of symbols
and requires precise selection of symbols otherwise it may
lead to misunderstanding. In sending messages, words
and letters are the most common factors. We write a letter
because this is the most important mean of keeping
oneself in touch with those who are separated by distance.
In the days before the emergence of Tele-communication,
letter was the only method used for sending messages.
Even though other means of sending messages are now
available, letter is still the most commonly used and
important method of conveying messages. It helps to
maintain personal relations, serves as record and as a
means of keeping other parties informed. The speed of
modern media has definitely changed and made it impact
in our day to day life.
E-mail has surely made a difference.
Modern form of writing messages has become easy to
understand and it helps to cultivate and maintain personal
relations. Progressive companies believe in getting
favorable responses if they write in a personal and
informal manner rather than by using old fashioned
business jargon. A large amount of printed and non-
printed matter that reaches the business people,
executives, managers is simple, informal and sincere in
style as it receives greater responses. Following are the
useful and important hints for preparing form and content
of a message.
1. The message (written or oral) must create goodwill.

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2. It must be as brief as possible. Because a brief
message is easy to remember.
3. Meaningless and outdated words and phrases should
be avoided.
4. It should be simple in style so as to be easy for
understanding.
5. Communication must be up to date and efficient.
6. Beginning of the message must try to establish personal
touch with the receiver.
7. Unfriendly and pompous terms be avoided.
8. Use of technical terms without enough explanation
should be avoided when a message is addressed to
laymen.
9. The content of a message should make proper
impression and convey its purpose within a short period of
attention it gets.
10. The manner in which a message is written in more
important than the matter it carries.
11. Good messages are easily readable.
12. It must attract favorable response from the receiver.
13. The message must be clear, precise and courteous.

IMPORTANT POINTS TO REMEMBER

What is Communication?
1. From Latin word ‘Communis’ means common.
2. Transfer of information.
3. Convey thoughts and feelings.
Process of Communication
1. Desire to communicate (Message).

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2. Sender of message.
3. Encoding message.
4. Medium.
5. Receiver of the message.
6. Decoding message.
7. Feedback.
Need of Communication
1. Transmission of ideas.
2. Fulfill organizations objectives.
3. Carry day to day activities.
4. Management function.
Importance of Communication
1. Life blood of business.
2. Establishes co-ordination.
3. Promotes understanding
4. Helps supervision
5. for negotiations
6. Motivates activities
7. Features of Communication
8. It requires at least two persons.
9. It is a continuous process.
10. It improves performance.
11. Functions of Communication
12. Gives information.
13. Gives expression to thoughts and ideas.
14. Works as motivator
15. Basic types of Communication
16. Oral
17. Modes
18. Written

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19. Formal
20. Structure
21. Informal
22. Upward
23. Direction
24. Downward
25. Components of Communication
26. Communication is natural to all living creatures
27. Civilized persons can posse’s better
communication ability.
28. Because of development of civilization,
communication has become fast.
29. For transferring ideas we use words, symbols,
sounds, signs etc.
30. Communication is basic social process.
31. Communication links are called ‘channels’.
32. The sender has to translate his message in a
language.
33. From Receiver side, interpretation and decoding
of message is important.
34. Communication process
35. Receiver behavior is important in receiving the
communication.
36. Communication is complete when it completes
two way process.
37. Sender puts his thoughts in coded message may
be oral or written.
38. The skill of encoding depends upon knowledge
and socio-cultural system.

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39. Sender’s success depends upon skill of writing
and speaking.
40. Writing and speaking, gestures, facial expression
etc. can be taken as a
41. message which transfer certain meaning
42. For transferring message, certain channel is
required.
43. Interpreting of message can be taken as deciding
where exact meaning is
44. Found out.
45. The skill of reading and listening is important in
decoding the message.
46. Feedback is in the form of message or response
from the receiver to sender
47. Of the message.
48. Face to face contact helps the listener to
influence the speaker in oral
49. Communication.
50. In case of written communication feedback is
slow.
51. Feedback helps in modifying future
communication.
52. Good summary helps in the process of answering
the questions.
53. Sender’s status becomes a barrier in the process
of feedback.
54. One should be sufficiently aware when others
speak.
55. Modes of Communication [Verbal and Non-
verbal]
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56. Communication is a skill to acquire and it is
essential for the success in life.
57. While speaking, man expresses his personality.
58. To establish effective rapport, eye contact is
important.
59. Voice plays important part to become effective
speaker.
60. While speaking it is necessary to have audience
awareness.
61. Presentation of points while speaking plays
important part.
62. Communication [Non-Verbal]
63. Communication without use of words is non-
verbal.
64. Maps, Charts, Graphs play important part in non-
verbal communication.
65. There are two methods in non-verbal
communication:
66. Visual
67. Auditory
68. Visual which we can see [pictures, colors etc.]
69. Auditory where we can listen [bell, horn etc.]
70. Non-verbal is used to draw the immediate
attention of receiver.
71. Attention of human beings can be immediately
attracted to pictures, colors
72. And sounds which is more effective.

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73. T.V. and Cinema are most powerful devices in
conveying messages.
74. Pictorial representation is more powerful in case
of mass communication.
75. Signals are more effective where ‘instantaneous
decisions are needed’.
76. Non-verbal clues like Body language, Gestures,
Facial expression,
77. Postures, Appearance, and Silence play
important part in non-verbal
78. Communication.
79. In case of visual communication, Charts, Graphs,
Pictograms, Tables,
80. Slides, Film Strips play important part.
81. Charts, Graphs and similar other methods are
more effective in education
82. System.
83. Written Communication
84. Written communication includes letters, circulars,
minutes etc.
85. There are several merits and demerits in written
communication.
86. Written communication is precise, permanent,
and legally important and it
87. Gives sufficient time to think and act.
88. Written communication consumes more time and
rigid.
89. Oral communication is free from all formalities
and consumes less time.

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90. Barriers of Communication
91. Barriers of communication may be
92. Mechanical
93. Physical
94. Psychological
95. Linguistic
96. Cultural
97. Exploring the receiver to understanding certain
terms.
98. Wrong assumptions.
99. Tendency of generalization.
100. Interpretation of message in terms of speaker’s
way.
101. Tendency to disapprove the statements of others.
102. Influence of group and others.
103. Self-image which goes against listeners will.
104. Status and feeling that he knows everything.
105. Failure is understanding human nature.
106. Inefficiency in writing and speaking.
107. Use of words having different meanings
[Semantic]
108. Cultural barriers ・Language influences behavior
of group and individual.
109. Language influences individuals and groups.
110. Feedback helps in reducing barriers in
communication.
111. System to overcome the barriers
112. Proper information and listening.
113. Development of interpersonal relations.

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114. Communication through action deeds.
115. Use of proper language.
116. Use of grapevine [informal communication]
117. Feedback.
118. Barriers to effective communication
119. Vagueness in communication.
120. Empty words.
121. Lack of clarity.
122. Improper transmission of message.
123. Non-listening.
124. Insufficient time for adjustment.
125. Disturb of communicator.
126. Premature evaluation.
127. Fear in the minds of subordinates.
128. Laziness in transmitting message.

129. Methods of Communication Process

130. Message can be transmitted by:
131. Verbal communication
132. Writing
133. Non-verbal (signs)
134. Gestures
135. Noise

136. QUESTIONS
.
137. State the importance of communication for the
development of engineering
138. Career.

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139. Define communication and state the importance
of communication for the
140. Development of engineering career.
141. What is communication? What are the different
meanings that can be
142. Ascribed to the term?
143. What are the major objectives of communication?
Explain them in brief.
144. State in brief the different features of effective
communication in fulfilling the
145. Objectives of an organization.
146. State, in brief, the basic types of communication?
147. Write short notes on:
148. Need of effective communication.
149. Importance of communication.
150. Features of communication.
151. Functions of communication.
152. Basic types of communication.
153. Verbal communication.
154. Upward and downward communication.
155. Formal and informal communication.
156. Written communication.
157. Give in brief the main features of message
preparation.
158. What are modes of verbal and non-verbal
communication?
159. Explain, in brief, the ideas of ‘Audience
Awareness’.
160. State, in brief, the essentials to become an
effective speaker.
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161. What is meant by non-verbal communication?

Explain in brief.

162. Explain how ‘non-verbal’ clues play an important

role in communication.
163. Write short notes on:
164. Body language
165. Gestures
166. Facial expressions
167. Postures
168. Describe in detail the importance of visual
communication.
169. Mention in brief the importance of graphic
communication for education
170. Purpose.
171. State the merits and demerits of written and oral
communication.
172. Compare the merits and demerits of oral and
written communication.
173. What are the different channels of
communication? Explain them in brief?
174. Explain some of the barriers which prevent
communication.
175. Write a note on psycho-sociological barriers in
communication. What can
176. Be done to overcome them?
177. Explain what is meant by ‘communication gap’.
How does it occur?

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178. What steps can an organization take to prevent
communication gap?
179. What are the different barriers in effective
communication?
180. Enumerate the barriers to communication in a
classroom situation. Find our
181. How they can be overcome.
182. State the importance of effective communication.
183. Mention the basic principle of communication.
184. What are the main principles of effective
communication?

MEMORANDA
DEFINITION

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Originally the word “memorandum” came from the Latin
memorare -to remember-and meant literally “a thing
to be remembered”. However, memoranda now have a
rather wider in business than simply a memory aid as,
together with the telephone, they have become the main
method of internal communication. Their use, instead of a
telephone call, retains the idea of a memory aid, in that
they do, of course, have the advantage written
communication in providing a written record.
Affectionately called “memo”, this is a written
communication from one person to another (or a group of
people) within the same organization. They are the
internal equivalent of letters and can be sent
electronically, in hard copy, or handwritten.
USES
Used in organizations to serve a variety of purposes:
¾ communicate information
¾ inquire
¾ give instructions
¾ request for something e.t.c
¾ notify
¾ can also serve the function of a report in a longer
form (Memorandum Report)
¾ To remind
¾ To inform on decisions, actions e.t.c.

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STRUCTURE
™ Subject heading
-Give a brief indication of the topic i.e
• Confirmation of meeting
• Departmental meeting
• Submission of results
™ Main body of memo
-Introduction ( background information -briefly give
reason for writing)
-Details
• Logical sequence of ideas
• Separate into paragraphs- each one dealing with
a separate aspect of the main theme
-Response Expected
• Action expected from the reader
• Action you will take
• Deadline?
-Close (a relevant one-liner)
TONE
You should aim to put over your message as concisely as
possible while still being courteous, clear, concise and
correct. The major consideration in composing memos
should be the status of the sender and recipient in the

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organization, and of course the topic of the memo. Try to
adopt a tone which reflects these factors.
BASIC LAYOUT
The following is a guide on the layout:
1. Name of the Organization
2. The word “MEMORANDUM” clearly written
3. The items:
9 TO:
9 FROM:
9 DATE:
4. Subject
5. Main Body
9 Introduction (reference to the subject and
background information)
9 Details ( logical sequence of ideas)
9 Response Expected
6. Designation.

EXAMPLE

NORTHERN TECHNICAL COLLEGE

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DEPARTMENT OF APPLIED SCIENCES AND BUSINESS STUDIES

MEMORANDUM
ASBS/BS/T3/2011

TO : Administrative Officer

FROM : Senior Lecturer –Business Section.

Cc : Training Manager; Head of Department-ASBS

DATE : 02/11/2011.

SUBJECT : REQUEST FOR TRANSPORT

Refer to the subject above. Please be informed that Computer Systems

Diploma students from our department have been invited for a study tour
at Bank of Zambia, Ndola Regional office on 12th November,2011 at 1430
hrs.

The department kindly requests your good office to assist with transport
arrangements for the said students and one lecturer. The total number of
students travelling is twelve (12). Thanking your good office in anticipation.

Regards!

Mwanza J.k

J.K Mwanza

N.B: Cc refers to Copy circulated.

TIPS
Your memo must:

53 
 
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¾ brief
¾ Concise
¾ Contain simple and clear language
¾ Not contain irrelevancies

EXERCISE
You work for SHENO Investments as Human Resource
Officer and you have been directed by your superior to
instruct workers not to stay home on Africa Freedom Day
but instead report for work and work half day so as to
meet monthly production targets. The directive further
requires you to inform the workers that they will be paid
overtime for that particular day’s work.
TASK
Draft a memo to all the workers at SHENO investment
informing them on management’s decision to work on
Africa Freedom Day. Seek their cooperation.

NOTICES
If you notice something you become aware of it. A Notice
therefore, draws attention to something or brings about
awareness. A notice is also advance warning about
something e.g “We are lucky to get you at such
short notice”. Notices are everywhere we go- in the
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supermarket, on the streets, the bus station, the cinema,
shopping centers e.t.c.
PURPOSE OF NOTICES
Notices serve a number of purposes in organizations:
¾ announce social events
¾ internal communication
¾ report matters of interest to staff
¾ inform staff on new procedures
¾ advertise posts for internal appointment
¾ remind staff of company procedures.
DESIGNING NOTICES
When designing a notice your aim must be to ensure that
your notice is seen and acted upon where necessary.
Long, rambling paragraphs will not achieve this aim. When
designing notices bear in mind these guidelines:
¾ give the notice a clear heading
¾ use different size print for emphasis
¾ use sub-headings to break up the main information
logically
¾ use bullet points to display to display points on
separate lines
¾ use the paper effectively to display the notice
attractively
¾ include the name of the writer at the bottom as well
as a reference and date

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A notice must contain the essential information displayed
attractively so that it receives attention and cooperation.
Here is an example of a notice used within an organization
to point out safety procedures:

CHIPARAMBA MINE PLC

NOTICE

SAFETY PROCEDURES IN THE EVENT OF FIRE

FIRE DRILLS A fire drill will be conducted every six (6) months.
Staff must be

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Aware of all fire exits, escape routes and procedures
for what to do in emergencies.

HOSE REELS These will be tested once every six (6) months at
the same time as the fire drills.
FIRE ALARMS One fire alarm will be tested every week.
EXTINGUISHERS These will be checked every week. Fire
extinguishers must not be moved from specified location.
EXITS Exit doors must not be locked during working hours
and they must be kept clear at all times.
FIRE DOORS Fire check doors must never be jammed. These will
be tested every three (3) months to ensure correct operation of the closing
mechanism
GANGWAYS Gang ways must be kept clear at all times.

eAU `ãtÇát

Robert B. Mwansa
SAFTEY MANAGER
RBM/SM
25 July 2012.

BASIC LAYOUT
A notice must have the following basic features:
1.Name of the organization
2.The word NOTICE

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3.Subject
4.Details
4.Designation
6.Date (can also be preceded with reference)
SELF CHECK
Check if the information above on the basic layout of a
notice is matching with the way the safety notice for
Chiparamba Holdings has been drafted.
MEMORANDUM FORMAT OF A NOTICE
However, if you like, you can also use the memorandum
format to draft a
notice. The example on the following page shows the
memo format of a notice.

NB: Take note and identify the differences between the

ordinary memo and the notice formatted in a memo form.

NORTHERN TECHNICAL COLLEGE

DEPARTMENT OF APPLIED SCIENCES AND BUSINESS STUDIES

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NOTICE
NTC/TM/T3/12

TO : All Lecturers

FROM : Training Manager

Cc : Principal; Human Resources Manager; Heads of
Departments; Senior Lecturers.

DATE : 10/11/2012.

EXTENSION OF THE ACADEMIC CALENDER

This serves to inform you that, the academic calendar for term three of the
2012 academic year has been extended by Two more weeks. Departmental
Heads and Senior lectures are advised to ensure that normal learning
continues during this extended period. Owing to these changes the
examinations will therefore, be administered from 27 November to 9
December, 2012.

For any queries regarding these changes please get in touch with the
Examinations office-Quality Assurance.

G.F MUNDIA
G. MUNDIA.

TIPS
Whichever format you decide to use consider the
following:
¾ be brief

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¾ Details should be clear and to the point
¾ Contain simple language
¾ Not contain irrelevancies
EXERCISE
Draft an imaginary notice in both the ordinary and the
memorandum format.
ADVERTISEMENT
DEFINITION
To advertise is to make an announcement about
something in a newspaper or poster, or on T.V. Many
companies advertise in newspapers, magazines or trade
journals so as to reach out to a wide, and specific, market.
REASONS FOR ADVERTISING
¾ to advertise vacant posts
¾ to promote products and services
¾ to announce special events or functions
¾ To publicise changes in the organization.
EXERCISE
Identify and briefly explain at least two other reasons for
advertising.
The classified sections of Newspapers categorise
advertisements according to subject so that you can find
any section quickly.
TYPES OF ADVERTISEMENTS
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There are two types of advertisement which are primarily
used: the small ad or line advertisement, and the display
ad.
SMALL ADS OR LINE ADS
In these ads the information is run on from line to line,
often using the same font throughout, with no special
layout. Charges are made by the line and there is normally
a minimum charge for three or four lines or in some cases
a charge per word in each line. Lots of small ads appear in
a relatively small space, so you must try to use an opening
which will catch the reader’s attention. Give as much
summarized information as possible in a few lines as
possible. It is very important to choose the right wording
when considering the words to fit in a small space.
61 PERSONAL SERVICES
MR FIX-IT:We fix anything and
everything (carpentry,
Electrical, plumbing e.t.c. Contact
089 565432 anytime.

DISPLAY ADVETRTS
Display adverts may incorporate a variety of font styles
and sizes. Artwork or colour may be included. Charges will
be based on the number of column centimeters, often
with a minimum size. Information can be displayed within
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the advertisement to attract special attention to specific
points.
ASSIGNMENT
Check for adverts in any local newspaper and do the
following:
1. Identify one small or line ad
2. Identify one display advert
3. Copy the two adverts in your notebook using your
own handwriting.
WRITING STYLE
When asked to compile an advert you must be able to pick
out the main points or features of whatever is being
advertised and then put them over in an interesting,
attractive way. It is essential to aim for your
advertisement to be ‘seen’ when it stands to lots of other
advertisements. To help the advertiser achieve this
objective one must consider using the ’AIDA’ technique:
9 ATTENTION you must attract the reader’s attention
9 INTEREST get the reader’s interest by
mentioning something which will appeal to them
9 DESIRE arouse the reader’s desire to buy, to
attend a function, to find
Out more or to contact the write.
9 ACTION Make the audience want to do
something as a result of reading the advert.

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You will achieve these ‘AIDA’ objectives if you follow
the following objectives:
™ Use a company logo, prominently displayed
™ Compose a catchy headline and display it prominently
™ Use spacing to advantage, giving special items
prominence
™ Categorise the information using sub-headings, bullet
points
™ Clearly state the action you want the reader to take
™ Make your advertisement eye-catching
™ Aim for your advertisement to stand out from all the
other around it.

EXAMPLE
CAI
CASAVASA AGRO INDUSTRIES
SALES AND MARKETING
THE LEADERS MANAGER-GROUP

IN AGRO BUSINESS
The Organization
CAI is a leading agro business organization that
boasts diverse business interests in the agricultural
sector in Zambia and beyond the SADC region with a

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span of 40 different industries and a market share of
65% of the total Sub Sahara market.

¾ The Job
Reporting to the Business Development Director and
based in Gaborone, Botswana, this senior role is not
only to strengthen an already strong position on the
market but also to identify opportunities to broaden
our business base. Leading and motivating a field
sales team is an important part of the job and will
require extensive travelling within the Sub Sahara
region.

¾ The Person
We are looking for an experienced self starter who
can sharply focus on sales strategies and targets, and
has excellent communication and interpersonal skills.
A Masters in Business with a bias in marketing a
must. Analytical ability, creativity, and a sense of
humour added advantage.

Please send your detailed C.V to:

Sharon May
Human Resource Specialist (Southern Africa)
Khama House
8 St Stephens Hill
Gaborone.
E-mail: hr.safrica@compuserve.com

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Closing date for applications: 30th September,
2012.

EXERCISE
Design an imaginary small or line ad that satisfies
‘AIDA’ benchmarks.

ASSIGNMENT
Design a Display advert announcing a new Communication
for Business Executives course starting next term at your
college. Mention the benefits of the course, target group,
duration of the course and how many hours per week.
Include contact details.

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Acknowledgements  
 I  am  sincerely  indebted  to  my  colleagues  at  NORTEC,  Ms. 
Jackline  mulenga  and  Mr.  Musaza  phiri  for  their  immense 
assistance  in  developing  the  content  of  this  module,  from  the 
Learning  Innovations  of  the  languages  and  communications 
department  for  the  opportunity  of  writing  this  module  on 
Communication Skills.  
 I am held in appreciation and acknowledgment to YOU ALL for 
YOUR comprehensive and relevant feedback that has helped us 
improving upon the content of this module.          
            
I believe improving this module for the sake of all. There is still 
room for further improvement of this module, given the fact 
that communication is as diverse and intricate as humans are. 
May I therefore solicit your feedback at nortec.edu.zm? I thank 
you in advance for your help  
I  express  my  special  gratitude  to  all  those  participating  faculty 
members  of  the  pilot  project  for  this  module,  whose  lively 
interactions  and  responses  have  given  us  insight  into  the 
impact that this module should make.  
 
 
 
 
 
                           
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   Abstract 
Communication  is  a  two  way  interactive  process  and  its 
importance  can  be  found  in  our  professional  as  well  as  in  our 
daily  personal  lives.  We  have  intentionally  taken  a  holistic 
approach  in  this  module.  It  focuses  on  the  person  you  are,  of 
which  your  role  as  a  student  is  a  facet.  Without  taking  the 
whole  persona  into  consideration,  it  may  not  be  possible  to 
achieve  the  objective  of  improving  one’s  communication  skills 
just as a student. This communication module is focused on the 
effective  use  and  handling  of  communication  situations,  that 
students  find  themselves  in  both  professional  and  personal 
environments.  This  module  focuses  on  communication 
processes and key elements. It specifically explores the linkages 
between perception, personality, and communication including 
non‐verbal  communication.  The  prime  purpose  is  to  educate 
learners  to  effectively  use  and  interpret  verbal  and  nonverbal 
communication  and  understand  what  communication  styles 
and skills can be adopted for different persons so as to ensure 
effective communication. 

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