Business Communication I Chapter 2 Forms of Communication

BUSINESS COMMUNICATION- I
CHAPTER 2- FORMS OF COMMUNICATION
 Written communication:
It includes letters, circulars, memos, telegrams, reports, minutes, forms and
questionnaires, manuals, etc. Everything that has to be written and transmitted in the written
form falls in area of written communication.
 Merits of written communication:
1. It is accurate and precise: The very prospect of writing makes a person conscious. He
gives a serious thought to his ideas and tries to organise them. Since written
communication is open to verification and its authenticity can be easily challenged, the
communicator has to be accurate and factual. Therefore in written communication, there
is an insistence on greater accuracy and precision.
2. It can be repeatedly referred to: The receiver of a written communication can go over the
message again and again. He can read and re-read it till he thinks he has properly
understood it. Besides, there is less danger of losing any part of the message. An oral
message is given just once and if it is not understood properly the receiver does not
request for its reputation because of fear. Is also possible that some vital part of the
message may be missed. In written communication these possibilities are more or less
eliminated.
3. It is a permanent record: Written communication becomes a permanent record of the
organisation and can prove very useful for future reference. Old Orders and decisions can
serve as precedents for fresh decisions. Previous years reports are found beneficial for
formulating new policies and fixing current targets.
4. It is a legal document: Written communication is acceptable as a legal document. That is
why some executives think that even some messages have been transmitted orally, they
should let it be confirmed in writing.
5. Its facilitates the assignation of responsibilities: If communications are preserved in
writing, it is much easier to assign responsibilities. In case a mistake is committed as a
result of oral communication, it is very difficult to ascertain whether the mistake has been
committed at the communicators and the receivers. Managers may sometimes have a
tendency to shift the responsibility for a mistake to the lower staff. That is why the lower
staff feels more secure when it receives orders in writing.
6. It has a wide access: Communication media has become very fast, written
communication enjoy a wide access. If the communicator and the receiver are far
removed from each other, written communication sent through post is the cheapest maybe
the only available means of communication between them.
 Limitations of written communication:
1. It is time consuming: One of the major limitations of written communication is that it is
time consuming. A letter may take two or even three to four days to reach its destination,
whereas in oral communication through a mechanical device like telephone not only the
message instantly transmitted but even the response is received immediately.
2. It is costly: Writing letters is a costly process not because of postage expenses which are
only nominal, but because the number of people is involved in sending out a letter from
an organisation and that time is definitely valuable.

Mrs. Priyanka V. Kurle Page 1 HNCC (Autonomous)-BBA

 Business Communication I Chapter 2 Forms of Communication

3. Quick clarification is not possible: In case the receiver of written communication has
certain doubts or questions about the message, he cannot seek immediate clarification, as
is possible in oral messages. He has to write back and wait for the reply, but he may not
be able to afford the time required for this lengthy process.
In short, merits- accurate, precise, permanent record, legal document, can reach a large
number of people simultaneously, helps to fix responsibility. Limitations- time consuming,
expensive not in terms of postage but of the time of so many people, quick clarification not
possible.
 Oral communication:
It includes face-to-face conversation, conversation over the telephone, radio broadcast,
interviews, group discussions, conferences and seminars, announcement over the public
address system, speeches, etc.
 Merits of oral communication:
1. Oral communication saves time: In a number of cases for action is required to be taken
immediately, it is best to transmit a message orally. When the workload builds up, the
harassed executives stop writing, they reach for the telephone or a call a snap conference
or just walk down the corridor and give oral instructions to somebody. It helps them to
expedite work. Within half an hour there load is off their ahead.
2. In most of the cases, example, when it is within the organisation oral communication
saves money also.
3. Speech is more powerful means of persuasion and control. Therefore, executives often
prefer to transmit messages orally.
4. With the help of variation in the tone, pitch an intensity of voice, the speaker can convey
different shades of meaning which he would not be able to do through written
communication. This factor also contributes to the efficacy of oral communication.
5. The speaker can get immediate feedback, on whether he is creating a favourable
impression on the receiver, whether the receiver will protest or whether the receiver has
clearly understood his meaning and adjust his message accordingly.
6. Although the employees feel more secure when in possession of written messages, they
find the oral messages more reliable, for they get an opportunity for feedback and
clarification.
7. The informal plane on which oral communication is mostly carried out helps to promote
friendly relations between the parties communicating with each other.
8. Oral communication is extremely useful while communicating with groups at assemblies,
meetings, etc.
 Limitations of oral communication:
1. Oral communication is not possible if the communicator and the receiver are far removed
from each other and no mechanical devices are available to connect them.
2. Lengthy messages are not suitable for oral transmission, because there are chances that
something important may be missed.
3. Oral messages cannot be retained for a long time. In about a month’s time not more than
20% of the original messages may have been retained. Since this messages are nowhere
to be found in the record books we cannot refer back to them in future.

Mrs. Priyanka V. Kurle Page 2 HNCC (Autonomous)-BBA

 Business Communication I Chapter 2 Forms of Communication

4. Oral messages do not have any legal validity unless they are taped and made a part of
permanent record.
5. Although oral messages offer a great opportunity for clarification, there are also inherent
in than greater chances of misunderstanding. The speaker often gives the message
without having properly organised it earlier. Or the receiver may miss the message on
account of his inattentiveness.
6. In oral messages responsibilities for mistakes, if any cannot be specifically assigned.
In short, merits- saves time, saves money, more forceful, conveys shades of meaning,
immediate feedback, immediate clarification, can be informal, more effective with groups.
Limitations- not possible for distant people in the absence of mechanical devices, unsuitable
for lengthy messages, messages cannot be retained for long, no legal validity, chances of
misunderstanding, not easy to fix responsibility.
 Non-verbal Communication:
 Meaning:
One of the multimedia of communication is nonverbal communication, also called
"Communication by implication". Communicating a message without using arbitrary
symbols, words or meaning of words, is termed as "non-verbal communication". In other
words, nonverbal communication is wordless communication. The communication behaviour
of the speaker, as our experience indicates, can be by posters, movements or any other cues.
A speaker may use both languages of communication verbal and nonverbal.
 Nature:
 Non-verbal language is consists of hidden messages; It is the cues which convey message.
These messages are necessarily wordless or nonverbal, conveyed through other media
like spatial, kinesics, oral cues, objective language action, etc..
 In simple terms, non-verbal communication includes all messages other than those
expressed in oral or written words.
 Behavioural expressions or cues that do not rely on words or word symbols is known as
non-verbal communication. Words alone are, in many cases, not adequate to express our
feelings and reactions.
 Nonverbal messages express true feelings more accurately than the spoken or written
language. Both kinds of data can be transmitted intentionally or unintentionally. Even
smile symbolises friendliness.
 Verbal and nonverbal behaviour maybe the duplication of one another. A person says:
“please have a seat “and points towards a chair, they can be complementary.
 People express their feelings through gestures. In business interactions, knowledge of
body language and nonverbal cues can be of immense use and value.

 Importance:
 The importance of nonverbal medium of communication cannot be overemphasised. It is
necessary that every listener should get himself acquainted with skills of nonverbal
communication to observe and understand effectively.
 Every speaker when talking to us, uses and gives nonverbal signals.
 According to one study only 7% of the message effect is carried by words and listeners
receive the other 93% through non-verbal means.

Mrs. Priyanka V. Kurle Page 3 HNCC (Autonomous)-BBA

 Business Communication I Chapter 2 Forms of Communication

 If there is difference between verbal and non-verbal communication listeners need to

struggle to what is correct message.
 It strengthens our communicative competence. No power to control others non-verbal
communication but helps in dealing with them more effectively.
 Silence is also a mode of communication. Silence also sometimes speaks louder than
words.
 Action often speaks louder than words.
 Silence, gestures, handshake and a smile all have meaning and hence communicate with
each other in nonverbal way.

 Body Language
1. Facial Expressions:
Facial expressions help to communicate message effectively. As a matter of fact, facial
expressions as a form of nonverbal communication medium is more effective and
communication completes its circle by it. Some expressions are intentional or unintentional,
conscious and unconscious. It is one of the media that include smile, frown, narrowed eyes,
anger, exhibit friendliness, disbelief etc.
Human face is so important parts. They are:
i. Upper face - eyebrows and forehead.
ii. Middle face - eyes, eyelids and nose.
iii. Lower face - mouth and chin.
iv. Sides of the face - like cheeks.
These parts of human face are capable of conveying wide range of expressions and
emotions. Facial expressions convey happiness, anger, surprise, boredom, fear, sadness,
disgust, liking, disliking, rejection, love, jealousy, agreement, frustration, ease, pain, pleasure,
etc.
Emotions through facial expressions are important indications of emotions. The positive
feeling such as love, happiness, surprise are the easy to recognise Negative emotions like
anger, sadness, anxiety are usually somewhat difficult to recognise. There are six basic
emotions associated with facial expressions.
 Anger- eyebrows furrowed, wrinkles on forehead, Eyes squinting, lips pressed
together, bared teeth.
 Sadness: eyebrows drawn together, ice glazed, with dropping upper lip, outdoor
comers pulled slightly down.
 Surprise: lifted eyebrows, wide open eyes, slightly open mouth, parted lips, a strange
sparkle in the eyes.
 Fear: eyebrows raised and drawn together, corners of the mouth drawn back, lips
stretched, and eyes open wide.
 Frustration: lowered eyebrows, wrinkled nose, mouth open or semi open, eyes fixed
in a particular direction, upper lip pushed up by lower lip.
 Happiness: relaxed eyes corners of lips raised, usually drawn back, no distinctive
eyebrows.

2. Gestures:
Gesture is a movement of the head, hand, body, etc to express an idea, feeling,
emotions etc. Speaker sometimes emphasizes their words with gestures. Action when

Mrs. Priyanka V. Kurle Page 4 HNCC (Autonomous)-BBA

 Business Communication I Chapter 2 Forms of Communication

exhibited is intended to show a person's feelings. Gestures will probably one of the first
means of communicating even before oral communication came into being.
Gestures convey meaningful messages either accompany spoken words or stand
alone. For example, nodding head means to say yes and in certain circumstances it also
means no. Similarly, shaking of head side wise is to say no. The language of the deaf is a
sign language. A blind person has its own sophisticated system of sign language. Gestures
play an equally important role in medium of nonverbal communication to convey
messages effectively. Some examples are- thumbs up, shaking hands, Thumb and finger
rub, hand to face, arms fold, caller pull, eye signals head shake, leg gestures, sitting
positions, pointer with hands and eyes wink of eyes, etc. are all various types of gestures
of communication.
For example, A traffic constable is able to direct traffic on crowded road through
gestures of hands and arms without verbal communication. People reveal their feelings
and attitudes by the way they sit or stand and the way they move parts of the body. We
feel more comfortable conversing with those who adopt a relaxed posture. Some other
examples, Cooperative situation: stand or sit at a right angle to one another. Stranger or
bargaining: face to face position.
3. Body movements:
Body language is an important mode of nonverbal communication. People
communicate in natural way giving meanings to others with their bodies in interpersonal
interaction. In verbal communication, body language supports in most parts of the body
words in a speech. Face and head are used for body language mostly with other body
languages like eye contact, eye movements, smile, touching, closeness and breathing rate.
Body movements communicate messages effectively. Some movements are
intentional or unintentional conscious and unconscious. Body movements states that a
person we tend to lean forward when he is involved and interested and to lean back when
he is not interested. You tend to relax around people of equal lower status and tense up
around the people who you perceive as having a higher status. You sometimes feel that
someone is disrespectful simply because he or she talks in a more relaxed manner than
you think are appropriate.
Body movements include movements of hands, head, face, eyes and postures which
give meaning without using words. One can read others thoughts by their body
movements. They show personal relationships between people, as their body movements
speak to others how they feel and think. Unless listeners are aware of and sensitive to
others postures, gestures, facial expressions they cannot understand the message as
clearly and effectively as possible.
4. Tactile communication (touch):
A gentle touch of a friendly hand on the shoulders communicate encouragement.
Feeling of sense communicate something. One can communicate a great deal by touch.
Touch is one of the earliest methods of communication of human beings. Infants, learn
much about the environment by touching, feeling, cuddling and tasting. A pat on the
back, shaking hands or holding hands can express more than lengthy speech. Touching is
a powerful communicative tool and serves to express a tremendous range of feelings such
as fear, love, anxiety, warmth and coldness.

Mrs. Priyanka V. Kurle Page 5 HNCC (Autonomous)-BBA

 Business Communication I Chapter 2 Forms of Communication

5. Eye contact:
Much of the knowledge is obtained through our visual sense. We are more apt to
maintain eye contact with the speaker while discussing pleasant topic. We are more likely
to avoid eye contact while discussing unpleasant and embarrassing topics. We tend to
look more that those whom we admire or with whom we have more intimate relationship.
Women tend to have more eye contact than men probably because they feel more
comfortable with intimacy. The function of eye gaze or lack of it is to regulate
interaction. The individuals who engage in high levels of eye gaze are typically seen as
more influential and effective in their dealings with others. Eye contact serves as signal of
readiness to interact and its absence tends to reduce the chances of such interactions.
 Paralanguage:
Another important dimension of valuable communication is paralanguage. Non-verbal
things and communication are called paralanguage. Sounds are the basis for
paralanguage. Paralanguage in flute tone of voice, power or emphasis, pitch, rhythm,
volume, pause or break in sentence, speed of delivery, loudness or softness, etc. These
languages too influence meaning and convey message. Paralanguage can be divided into
four parts.
i. Voice qualities: including such factors as pitch, resonance, volume, rate and
rhythm.
ii. Vocal characterizers: embracing laughter, coughing, throat clearing and sighing.
iii. Vocal qualifiers: referring to variations in pitch and volume.
iv. Vocal segregates: including the silent sound such as 'ahs' and 'hmm' and pauses.
These clues do much to influence meaning.

 Sign language:
1. Sign Language: Marks or symbols used to mean something is termed as signs of
language. Gestures are used in place of words, numbers or punctuation marks in the
sign language. The language system of deaf people the example of sign language.
2. Action language: It is the language of movement. Action is one of the non verbal
media of communication or third type of communication. Action in a particular
situation and context is applicable of interpretation. Action speaks louder than words.
Some believe in action and other believes in words. The difference between these
types of communication is called a person's "Communication Credibility Gap" and
when the credibility gap is large it signifies loss of confidence or distrust.
3. Objective language (Artifacts): Objective language medium of nonverbal communication
indicates display and arrangement of material things. This method may include
intentional or an intention communication of materials like clothing, ornaments, books,
building, room furniture, interior decoration, etc. Objective language with reference to
silence or nonverbal communication refers to dress and decoration which communicate a
great deal about the speaker’s feelings, emotions, attitudes, opinions etc. For example,
dress by people of different countries varies. Dress of Army Man differs from civilians,
land army, air force according to their rank. Dress of religious heads, political leaders,
lawyers, judges, doctors, nurses, sports person and workers differ from one another.
Objective language is nonverbal message communicated through appearance of objects.

Mrs. Priyanka V. Kurle Page 6 HNCC (Autonomous)-BBA