Contemporary Business Communication

Course information

Academic Year: 2014 E.C

Course Title: Admistrative and Business Communication

Course code: Mgmt. 212

Category of the course: Core

CHAPTER ONE: Communication: An overview

1.1. Meaning of Communication

The word “Communication” has come from the Latin word “communis”, which means
common. Thus, communication signifies sharing of ideas in common. The dictionary
meaning of communication is to convey or exchange information and share ideas.

It is a process through which two or more persons transmit or exchange thoughts and ideas
among themselves.

According to W. H. Newman and C. F. Summer, “Communication is an exchange of facts,

ideas, opinions or emotions by two or more persons.”

the act or process of using words, sounds, signs, or behaviors to express or exchange
information or to express your ideas, thoughts, feelings, etc., to someone else human
communication nonverbal communication See More Examples. Parents need to have good
communication with their children.

Communication is the process of transmitting information and understanding from one

person to another or from one unit to other unit with a view to getting the desired
response from the receiver. Through this process two or more persons exchange ideas and
understanding among themselves to achieve the desired effect in the behaviour of another
person.

It is a two-way channel for transmitting ideas, feelings, plans, commands, instructions,

reports and suggestions that influence the attitude towards an organisation’s objectives.
The communicator’s goal is to convey the meanings or ideas without distortion. Success of
the leader and the enterprise depends upon adequacy of communication.

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Communication is one of the most important levers of management that a company can
implement for the formation of teams and achieving valuable performance. Communication
and management are complementary disciplines and strong business elements for success

It is the responsibility of the managers to establish and maintain the channels whereby they
can convey their own thinking and policies to the subordinates, and can receive their
reactions and an account of their problems.

Communication involves two or more persons who exchange their views ideas and plans by
face to face interaction, such as in meetings or through media. In modern times the
Information Technology (IT) has revolutionised the process of transmitting communication
by making a variety of media available which are much faster and more effective than the
older methods, such as letter writing or taking on classical telephone. Now people prefer to
use smart phones, WhatsApp, Skype, Twitter, Facebook, Instagram etc. for communicating.
These channels are internet based. The electronic mail (email) has replaced the classical
letter-writing as it is not only much faster, but also provides the possibility of sending other
documents as attachment files. Furthermore, if the same communication and documents
are to be sent to many recipients, the copy (CC) of the mail can be sent to all by a click of
the mouse.

Business communication can be defined “as a process in which business related ideas,
plans, strategies, messages, etc. are exchanged among different stake holders, namely
manufacturers, suppliers, retailers, buyers and government agencies, etc.” Effective and
speedy business communication is imperative for the success of an enterprise.

Business communication is also the process of sharing information between people within
and outside a company. Effective business communication is how employees and
management interact to reach organizational goals.

Large part of each day in business/office is spent by talking (30%) and listening (45%). When
you are not talking or listening, you are likely communicating in other ways reading (16%),
writing (9%), and no calculation has been made to gesturing, drawing. Or perhaps you are
just taking in information by seeing, feeling or smelling. All of these activities are forms of
communication.

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 Percentage share of communication skills (Source: Internet)

Human Communication Skills

We can identify three types of business communication skills:-

a) Written b) oral c) non-verbal communication skills

a) Written Communication: - It is one of the widely used forms of communication in

business. It includes letter writing, report writing, memorandum writing, minute writing
skills…etc.

b) Oral Communication: - It is realized through skills that involve interpersonal, face-to-face

oral communication skills, telephone conversation, etc.

c) Non-verbal Communication Skills: - It is a wordless form of communication and is

realized through various non-verbal skills. These include body language (hand gesture, facial
expression, touch, posture) dress and grooming, numbers, pictures, color …etc.

1.2. Significance of Communication

The importance of effective communication is immeasurable in the world of business and in

personal life. From a business perspective, effective communication is an absolute must,
because it commonly accounts for the difference between success and failure or profit and
loss in life. It has become clear that effective communication is critical to the successful
operation of modern enterprise.

Every business person needs to understand the fundamentals of effective communication.

Effective communication is the most critical component of total quality management. The
manner in which individuals perceive and talk to each other at work about different issues
is a major determinant of the business success. It has been proven that poor

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communication reduces quality, weakens productivity, and eventually leads to anger and a
lack of trust among individuals within the organization.

Good Communication Skills: - They refer to effective communication in business

organization by making the objective of communication clearer. Good communication skills
help:-

 to improve managerial performance

 to create co-ordination
 to enable workers to know the real situation prevailing in an organization.
 to provide all the necessary information
 to facilitate industrial peace.
 to act as a transmitter of ideas, feelings, suggestions and decisions to the
employees, express their responses, attitudes and problems through
communication;
 Employees get job satisfaction
 Saves time.

Poor Communication Skills: - They refer to ineffective communication in business situation.

Barriers such as noise, interference, defensiveness, lack of communication skill contribute
to poor/ineffective communication. If the communication skill is poor, performance is
inefficient, coordination is weak, and workers lack information about the real situation
prevailing in an organization; industrial unrest will be the consequence of it. Workers being
unsatisfied with their job could also be the result of poor communication.

Organizations are totally reliant on communication, which is defined as the exchange of

ideas, messages, or information by speech, signals, or writing. Without communication,
organizations would not function. If communication is diminished or hampered, the entire
organization suffers. When communication is thorough, accurate, and timely, the
organization tends to be vibrant and effective.

The significance of business communication can be understood from the following points:

Healthy organizational environment:

The organizations are the social systems formed on the basis of mutual interest. The mutual
interests are safeguarded by various activities of planning by the management. They must
skillfully apply the communication systems to keep the healthy organizational environment.
It must be remembered that the activities of the management and the employees in any
business organization are governed by social as well as psychological laws. If the
management has to keep the healthy organizational environment and healthy relations
with the individuals from outside, other business houses, government authorities, etc., it

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must use the communication channels and media effectively. Sociologically, organizations
are social systems in which people have their individual as well as social roles and status.

Management-employee relations

A genuine interest in other people, their groups and organisations is required for strong and
stable personal relations and for the success of business activities of the businessman who
is genuinely interested in others, shares their hopes, aspirations, successes and
disappointments.

As organizations need people and people also need organizations, people can use
organization and organization can use people to reach their objectives by communication
properly with each other. When the objectives of the organization are made clear to the
employees, the workers are motivated to work in that direction. It should be made clear
that the organization cannot survive, if its objectives are not reached; and if the
organization does not survive, there would be no chances of employment opportunities in
it. The employees and the management should develop the link of communication for
better mutual understanding and encourage each other to achieve their self-interests.

The external and internal communication network

Every business finds it necessary to maintain both the internal and external communication.
The communication between the management and the workers is an internal
communication. The management must be well-informed about the internal activities of
the organization. They require the information about the efficiency, qualifications,
capabilities and the training of the workers and also about the production, marketing and
sales capacity of the organization. The progress and profitability of the organization
depends upon how well the management and the employees are informed about these
matters and what steps are taken by them in order to improve the situation. When the
management is informed about some faults related to job assignments, exact designation
of the officers and their decision-making, the responsibilities of the employee, etc., the
management making, the responsibilities of theemployee, etc., the management will make
necessary changes and the business can thrive after the relevant changes are made.

The dynamics of the internal system influence the activities of the external system.
Communication about the product studies and market analyses flow smoothly between
persons of .equal status, between friends and between persons who support and
encourage one another. The conflicts growing out of the internal system of the group can
binder the communication regarding external activities. The manager must give attention to
both the internal and the external group systems.

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The effective internal network of communication is essential today because of the large size
of the business houses. They have their branches and sub-branches, which are further
divided into functional departments. Some business organizations are spread over the
different places in the country. These divisions and branches maintain a link with the
management of the central organization. The appointments, designations, relationships,
responsibilities, objectives and all the activities and duties determined by the division of
work are communicated and assigned to the branches by the central management of the
organization. The branch manager who is appointed by the board of directors accepts the
responsibilities and assignments, which are assigned by the parent body. Through him, the
center gets reports about the various activities of the branch. He has to accept the
directives of center, which are given by center after receiving the reports. He acts as the
delegate of the board of directors and has to clarify the objectives and directives of the
organization to his subordinates. In some of the multinational corporations, the directors
and the managers spend their ninety per cent time in maintaining communication links.

Functionalization

The division of work into different kinds of duties can be called functionalization. For
example, the difference between an office supervisor and an operator’s assembly or
machine shop supervisor is a functional one. This idea of functionalization is found in most
of the business organizations today. Functionalization naturally leads to specialization. The
most salient feature of this age is specialization. There are specialists who acquire a vast
knowledge and experience in their limited subject. This specialized knowledge, training and
experience will be useless if it is not communicated. The accountants, engineers, scientists
and the experts of many kinds must be able to communicate their knowledge to the
management and the employees. The company may get benefit by the advices, suggestions
and information provided by these experts.

The complexity of business activities

Though specialization has brought great benefits to the business organizations, it has
rendered modem business activities into an extremely complex phenomenon. As the
specialization is most fundamental to modem civilization, the industrial society cannot exist
without it. In an organization, planning, finance, accounts, purchase, production,
advertising, marketing, stores, sales, labour-welfare, cultural activities, adjustments of
complaints and claims and a number of other activities are handled by the people who have
developed unique skills and knowledge in their fields. As these functions are assigned to
different departments, they have to coordinate among themselves by communicating with
one another horizontally. They must communicate with the management to which they are
responsible for organization is more complex and difficult to coordinate than the original

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group of workers, which is not divided into different kinds of duties. The managers and the
supervisors must be well versed in communication skills in order to bring coordination
among the functionalized group. The productivity gains of the specialization can be
achieved only if the harmonious human relationship and coordination of departmental
activities are well maintained.

Trade unions: labour problems

The businessmen are mostly after productivity gains and other economic and technical
benefits. Sometimes, this tendency of the businessmen comes in conflict with the
problems, which are primarily human. The employees are now more conscious of their
rights than before. They are organized into trade unions, which continuously demand for
rights of the employees, better working conditions and dignity of the labour. The
progressive employers are convinced that there ought to be some ways of effective
communication between the management and the workers to develop better employees
satisfaction and a sense of security. If the insecurity and frustration of employees is
successfully dispelled by the management, the employees feel motivated for better
working. In order to satisfy the security needs of employees, a number of companies have
started welfare programs based on custodial model of organization, which is popularly
known as paternalism by which employees depend on the organization for their security
and welfare. As the success of the custodial approach depends on the economic resources
of the organization, the management must be able to communicate with the employees
regarding the financial state of the organization and should motivate them for better work
in order to make the organization financially strong enough to support its employees.

Globalization and the language problem

Modem business relationships have spread worldwide and the communication links play a
significant role in establishing and strengthening such relationships. Multinational business
can help the economic as well as social development; therefore, it can also be regarded as a
social institution. When a business expands beyond national boundaries, it is also a step
into different legal, political, social, economic and educational environments. With the
expansion of business, the communication links are also lengthened because of which the
control of the multiple business activities becomes more difficult. It is hard enough to run a
multinational business in one language. When there are number of other language in a
country and the overall languages are used as a medium of communication, the
management faces the compounded difficulties and the complexity of the business increase
to the maximum. Under these circumstances, the management has to put its
communication skills to their limits.

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 Competition

Businessmen seek to obtain profit from the sale of their goods and services and the
consumers seek the satisfaction of their wants by buying them in the market. In a free
market economy, production is for profit and consumption is for the satisfaction of wants.
Both the producers’ and the consumers naturally try to promote their own interests. This
system works fair/when free competition is present in the market place. The products of
common consumption are available in the market in many brands and the buyers are free
to buy any of or them. As the decision to buy depends on their own initiative, they cannot
be forced to buy a particular product or service. The similar products with different
branding from different companies cannot enjoy equal demand from the buyers. A
businessman who wants to survive in this world of free competition, should know his
competitors, the quality and the prices of their products, the discounts, terms and
conditions of sale, the policies of advertising, government laws, etc. If they are not able to
communicate better in this respect, their sale will not be satisfactory. A good salesman is
efficient communicator who can attract the customer, induce him to buy his goods and
services.

Participation and delegation

Participation, cooperation and team-work of the management and employees can yield
best results because of their common commitment to goals that encourage better
performance. Participative managers communicate with their employees. They ask for the
opinions, views, suggestions and recommendations of the employees in the decision-
making process so that they work together as a team. But the benefits of participation in
decision-making process may not be substantial if the superiors neglect the delegation of
authority. The delegation of authority trains and develops the efficiency of the subordinates
and reduces the manager’s burden of performing the duties of routine nature. The
delegation of authority can be communicated in oral or written form, but it is always better
to use the written form in order to avoid the conflict and confusion.

In participatory management, the manager retains the ultimate responsibility of his unit,
but he shares the operating responsibility with the employees who actually perform the
work. This gives a sense of involvement and satisfaction to the employees who work with
high morale to achieve the objectives of the organization as the manager seeks
participation of the employees in policy matters and decision making.

1.3. Communication in Management

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Communication is one of the most important tool in the process of management. It
influences every function of management. Managers at various levels use the
communication system to plan, organize, direct and control activities and efforts of people.
Every organization should build an effective system of communication for facilitating job
performance and promoting satisfaction among people.

The importance of Communication can be understood from the following points:

1. Smooth working of the Enterprise

Communication ensures the smooth working of the enterprise. It plays an important role in
all types of organizations. It solves a lot of problems in the case of complex organization.
The successful completion of tasks on the part of the superiors depends upon the nature
and flow of communication they receive from the subordinates. Similarly, the work of the
subordinates also to a large extent depends upon the communication they receive from the
superiors.

2. Quick Decision and Implementation

Managers need information, reports, statements from various sources for formulating plans
and taking various decisions. Further, the managerial decisions and plans are to be
communicated to the subordinates. However, intelligent the personnel may be it would be
of no benefit if the higher level management cannot effectively communicate policies and
decisions to them.

The effective implementation of plans and decisions depends upon the nature of
communication. It is said that communication acts as a driving force which keeps all the
individuals working as per the expectations of the top management.

3. Coordination

The communication system plays a vital role in coordination of efforts and activities within
single work units are between the various subsystems of the organization. Only through
communication, coordination between various individuals and activities can be brought
out.

4. Direction and Leadership

Communication system is used by the managers to clarify organizational and departmental

objectives, policies and programs, issues instructions, assignment of job to their
subordinates, to advise, guide and assist the subordinates on which, how, when and where
jobs so assigned are to be performed, to motivate, praise their subordinates and so on.

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Thus, managers perform their direction and leadership function through the
communication system.

5. Managerial Control

Managerial control function involves the measurement of actual performance, comparing it

with set standards and taking corrective actions in case of deviations if any. The
communication system plays a critical role in managerial control function also. The control
process is lubricated through the communication of information at all relevant points.

Information with regard to plans, programs and budgets is to be communicated to

managers responsible for determination of standards of performance and also to
subordinates who have to meet them through various operations. As and when the actual
performance is measured and recorded, information in the form of reports have to be
prepared and communicated to the concerned managers for purpose of evaluation.

Necessary corrective action, if any, needed in case of deviations, are also to be fed back to
the operating system to set right the processes in the future. All this can be made possible
only when there is an efficient communication system.

6. Management of Change

Communication is very much needed when there is a change in organizational systems,

structures, processes and practices. The objectives of proposals and programmes of
organizational change, its elements and implications should be communicated to the
persons who are likely to be affected by it. One of the ways of overcoming resistance to
change among people in an organization is proper and timely communication on the
various aspects of change.

7. Achieving the Organizational Goals

Communication also plays an important role in keeping the various subsystems of the
organization together and in moving them in such a fashion to achieve the organizational
goals. In every organization, individuals and groups in one work unit should know what is
going on in other work units for which a smooth and efficient communication system is
essential.

8. Democratic Management

If an effective system of communication is adopted, employees can present their ideas,

suggestions, and complaints and employees grievances can be set right at their earliest

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stage. This will avoid industrial unrest. It is said that many conflicts arise because of the lack
of communication or misunderstood motives.

9. Prerequisite to work communication

Management cannot communicate to workers unless management itself is informed. Not

only must management know but it must also understand the information well enough to
interpret it to others. Just as a photograph can be no clearer than the negative from which
it is printed, the manager cannot transmit more clearly than he understands.

10. Proper judgement and decisions

It is essential if a manager is to make proper judgements and decisions. The manager is

often completely isolated from the point of performance, and he can serve as a “decision
centre” only to the extent that reports and other information reach him. This requires two-
way communication.

11. The scope of manager’s influence is typically greater than a worker’s. Therefore,
inadequate communication to any one manager can have a direct effect on profit,
productivity, or morale because his wide span of control and coordination affects many
people and different activities.

12. Management communication is necessary because most of the links in the chain of
communication from top to bottom and bottom to top, are in the management group. Each
link attends a new opportunity for distorting, fading and delay.

It would be obvious that communication is the ‘Life-blood’ and foundation stone of the
successful working of an organization, for it puts a check on many rumors,
misunderstandings and gossip when plans, ideas, information, etc., are circulated among
employees. At the same time, it makes their reaction known so that any difficulty in the
proper implementation of policies and the observance of rules may be removed.

It is through communication that they submit their grievances, work reports, suggestions,
etc. In fact, an effective and speedy communication establishes unity among colleagues. For
proper co-ordination and control, communication is a must, for in its absence there cannot
be any synchronization of activities, unity in thinking and working, and co-operation among
the employees.

In general terms, the purpose of communication system in business are:-

 Handling information
 Informing action
 Taking decisions

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Thus, we communicate because we want to make someone do something or take some
action or think or feel in a certain way. Moreover, Chabra has mentioned the following
important purposes of communication system in business:-

a) To inform employees about company progress.

b) To order and instruct employees.
c) To solicit information from employees.
d) To make each employee interested in his job.
e) To express management’s interest in its personnel.
f) To reduce or prevent labor turnover.
g) To instill each employee with personal pride in being a member of the company.

Ethics in Business and or Administrative Communications:

Questions of right and wrong arise whenever people communicate. Ethical communication
is fundamental to responsible thinking, decision making, and the development of
relationships and communities within and across contexts, cultures, channels and media.
Moreover, ethical communication enhances human worth and dignity by fostering
truthfulness, fairness, responsibility, personal integrity and respect for self and others.

It is possible to be an effective communicator and yet not an ethical communicator. (The

classic example is that of charismatic, but immoral, leader who understands how to
persuade his followers with dazzling rhetoric that appeals to their emotions.) A common
term used in political and corporate circles these days about communication that always
attempts to put the candidate or corporation in the best light is “spin.” But if “spin” means
obfuscating or hiding the truth, then it is not an ethical practice.

Ethical business communication means: -

1. being honest

2. being respectful

3. Showing sensitivity to cultural differences.

Ethical communication includes not only what you do say, but what you don’t say. Excluding
crucial information from a presentation, or not correcting false impression, can also be
considered unethical action.

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CHAPTER TWO: The communication process

2.1. Elements of Communication

Communication elements refer to essential tools of communication on which the
communication process is conducted. Elements of communication initiate and regulate the
entire cycle of sharing information between the sender and receiver.

Therefore, communication elements are essential and interconnected parts of the

communication process. The elements of communication (Context, Sender, Encoder,
Message, Channel, Decoder, Receiver, Feedback, and Noise) are essential tools or
components for effective communication between sender and receiver.

Communication elements are also known as the components of communication.

Over the years, famous theorists have come together to work on different aspects of
communication known as the ‘elements of communication process’. This process comprises
elements such as a sender, receiver, your message, feedback and others. The way the
communication process works depends on the context of the conversation. It may be in the
workplace, making it professional communication, or with your friends and family. Based on
the situation, the way you communicate undergoes several changes.

Communication is the way we exchange our thoughts, ideas and points of view with others.
It also involves listening to others as a recipient of their message. There’s no doubt that
effective communication among team members leads an organization to mutual harmony.
Similarly, effective communication between seniors and associates leads to improved
results.

Different components of communication influence the interaction between two or more

people. Once you understand these components of communication, you’ll be able to
communicate effectively

There are some basic elements that help make any communication complete and effective.
They are:

a) Messages: - It is the verbal or non-verbal symbol that each communicator conveys. It is

the idea or information that an individual hopes to transmit. The message is the physical
form in which the sender encodes the information. Encoding is converting ideas into
communicable codes which will be understood as a record of the message. Thus, a message
may take or be represented by any of symbols: - verbal (spoken words) written (printed
words) gesture (non-verbal).

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b) Sender: - He/she is the person or a generalized source of a message. Sender (source or
communicator) initiates the communication process. In most common situations, people
are senders and receivers intermittently. It is not one way turn-taking process where one
sends ideas and the other receives them. By initiating the message, the sender attempts to
achieve to understand and change in the behavior of the receiver.

c) Receiver: - He/she is a person who is supposed to receive information. The receiver

marks the end point of a message.

If the message fails to reach the receiver, communication cannot be said to have taken
place. The process by which the receiver draws meanings from the symbols encoded by the
transmitter is known as decoding. The process of decoding is affected by the receiver’s past
experience, educational and cultural background, perception, mutuality with the
transmitter.

d) Channel: - It is the vehicle, medium or form in which a message travels. Channel is the
link or the medium that connects the source and the receiver. It takes the form of letters,
memorandum, press, radio, computer information system …etc. The receiver must be
considered while selecting channel.

e) Feedback: - It is the message sent in response to the initial message or it is information

that enables corrections to be made. You can also call it the receiver’s ‘reaction’ or
‘response’ to the message. It is a response from a person who has received a message. The
receiver becomes the sender and feedback goes back. Generally, the greater the feedback,
the more effective the communication process is likely to be.

f) Noise: - It is any disturbance that interferes with or distorts the transmission of the
message. Noise keeps a message away from being understood or accurately interpreted.

Types of Noise:

1. Physical noise: - e.g. people talking loudly, a helicopter passing, the speaker’s poor
grammar, cold air in the room, light too bright or too dim.

2. Psychological noise: - e.g. headache, daydreaming, thought, feeling, lack of sleep, lack of
knowledge on the topic…etc. It occurs in the minds of receivers.

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 Decodes

Encodes

A General Model of Elements of Communication

ENCODING AND DECODING

A message often contains certain signs and symbols in different mediums. We don’t always
communicate with words, after all. There could be pictures, actions, audio or other ways to
convey a message. The point is to be clear and concise to get your point across without
confusing the recipient. If you leave it up to interpretation, the message may get twisted
into something you didn’t intend.

Let’s take an example to understand how this works:

Suppose an employee named Ajay realizes that he won’t be able to meet the deadline for a
report that he was to send by the end of the day. He sends an email to his manager
informing her about the same and mentioning the reasons for the delay. In other words,
Ajay has encoded his message through email.

Ajay’s manager reads the email, decodes the message and starts thinking of ways to inform
the client about the delay.

Generally, communication is said to exist when:

 There is a person (sender) desirous of passing on some information.

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  There is another person (receiver) to whom the information is to be passed on.
 The receiver partly or wholly understands the message passed on to her/him.
 The receiver responds to the message; i.e. there is some kind of feedback.

Communication cannot exist in the absence of any of these four components. It is said to
exist when there is a message (either oral or written) that is intended to be communicated.
Communication further requires that the receiver of the message understands it and
confirms this by nodding or by giving some kind of gesture or by verbally responding.

Basic Truths about Communication

1. Meanings Sent are not always Received
 Meanings transmitted are not necessarily the meaning received.
 Two minds do not have identical filters.
 Two minds do not have identical store house of words, gestures, facial
expressions or any of the symbol forms.
 Two minds do not attach exactly the same meanings to all the symbols they have
in common.
 Meanings any two people give to a set of symbols vary. For similar things they
observe, people may vary on the meaning they attach to them.
 One person never receives precisely the message sent by another.
 People vary in their ability to encode meanings. These differences in minds cause
errors in communication.

2. Meaning is in the Mind

 People have meanings but symbols do not have.
 How accurately one conveys meanings as symbols depends on how skillful
he/she is in choosing the symbols and how he/she receives the symbols in
interpreting the meaning intended. One should look beyond the symbols used.

3. The Symbols of Communication are Imperfect

 The symbols we use, especially words are crude substitute for the real things.
E.g. the word “man” can refer to billions of human beings whom no two are
precisely alike.
 Words cannot account for the infinite variation of reality.
 Communication is also imperfect because communicators vary in their ability to
convey thoughts.
 Some find it very difficult to select symbols that express their simplest thoughts.

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2.2. The process of communication
The importance of effective communication is immeasurable in the world of business and in
personal life. From a business perspective, effective communication is an absolute must,
because it commonly accounts for the difference between success and failure or profit and
loss.

Effective communication is the most critical component of total quality management. It has
been proven that poor communication reduces quality, weakens productivity, and
eventually leads to anger and a lack of trust among individuals within the organization.

The communication process: -

 is the guide toward realizing effective communication?

 enables the sharing of a common meaning take place between the sender and the
receiver.
 helps individuals become more productive in every aspect of their profession.

The communication process is made up of four key components. Those components include
encoding, medium of transmission, decoding, and feedback. There are also two other
factors in the process, and those two factors are present in the form of the sender and the
receiver. The communication process begins with the sender and ends with the receiver.
The sender is an individual, group, or organization who initiates the communication.

The sender is an individual, group, or organization who initiates the communication. This
source is initially responsible for the success of the message. The sender's experiences,
attitudes, knowledge, skill, perceptions, and culture influence the message. "The written
words, spoken words, and nonverbal language selected are paramount in ensuring the
receiver interprets the message as intended by the sender" (Burnett & Dollar, 1989). All
communication begins with the sender.

The first step the sender is faced with involves the encoding process. In order to convey
meaning, the sender must begin encoding, which means translating information into a
message in the form of symbols that represent ideas or concepts. This process translates
the ideas or concepts into the coded message that will be communicated. The symbols can
take on numerous forms such as, languages, words, or gestures. These symbols are used to
encode ideas into messages that others can understand.

When encoding a message, the sender has to begin by deciding what he/she wants to
transmit. This decision by the sender is based on what he/she believes about the receivers
knowledge and assumptions, along with what additional information he/she wants the
receiver to have. It is important for the sender to use symbols that are familiar to the

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intended receiver. A good way for the sender to improve encoding their message, is to
mentally visualize the communication from the receiver's point of view.

To begin transmitting the message, the sender uses some kind of channel (also called a
medium). The channel is the means used to convey the message. Most channels are either
oral or written, but currently visual channels are becoming more common as technology
expands. Common channels include the telephone and a variety of written forms such as
memos, letters, and reports. The effectiveness of the various channels fluctuates depending
on the characteristics of the communication. For example, when immediate feedback is
necessary, oral communication channels are more effective because any uncertainties can
be cleared up on the spot. In a situation where the message must be delivered to more
than a small group of people, written channels are often more effective. Although in many
cases, both oral and written channels should be used because one supplements the other.

If a sender relays a message through an inappropriate channel, its message may not reach
the right receivers. That is why senders need to keep in mind that selecting the appropriate
channel will greatly assist in the effectiveness of the receiver's understanding. The sender's
decision to utilize either an oral or a written channel for communicating a message is
influenced by several factors. The sender should ask him or herself different questions, so
that they can select the appropriate channel. Is the message urgent? Is immediate feedback
needed? Is documentation or a permanent record required? Is the content complicated,
controversial, or private? Is the message going to someone inside or outside the
organization? What oral and written communication skills does the receiver possess? Once
the sender has answered all of these questions, they will be able to choose an effective
channel.

After the appropriate channel or channels are selected, the message enters the decoding
stage of the communication process. Decoding is conducted by the receiver. Once the
message is received and examined, the stimulus is sent to the brain for interpreting, in
order to assign some type of meaning to it. It is this processing stage that constitutes
decoding. The receiver begins to interpret the symbols sent by the sender, translating the
message to their own set of experiences in order to make the symbols meaningful.
Successful communication takes place when the receiver correctly interprets the sender's
message.

The receiver is the individual or individuals to whom the message is directed. The extent to
which this person comprehends the message will depend on a number of factors, which
include the following: how much the individual or individuals know about the topic, their
receptivity to the message, and the relationship and trust that exists between sender and
receiver. All interpretations by the receiver are influenced by their experiences, attitudes,

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knowledge, skills, perceptions, and culture. It is similar to the sender's relationship with
encoding.

Feedback is the final link in the chain of the communication process. After receiving a
message, the receiver responds in some way and signals that response to the sender. The
signal may take the form of a spoken comment, a long sigh, a written message, a smile, or
some other action. "Even a lack of response, is in a sense, a form of response" (Bovee &
Thill, 1992). Without feedback, the sender cannot confirm that the receiver has interpreted
the message correctly.

Feedback is a key component in the communication process because it allows the sender to
evaluate the effectiveness of the message. Feedback ultimately provides an opportunity for
the sender to take corrective action to clarify a misunderstood message. "Feedback plays an
important role by indicating significant communication barriers: differences in background,
different interpretations of words, and differing emotional reactions" (Bovee & Thill, 1992).

The communication process is the perfect guide toward achieving effective communication.
When followed properly, the process can usually assure that the sender's message will be
understood by the receiver. Although the communication process seems simple, it in
essence is not. Certain barriers present themselves throughout the process. Those barriers
are factors that have a negative impact on the communication process. Some common
barriers include the use of an inappropriate medium (channel), incorrect grammar,
inflammatory words, words that conflict with body language, and technical jargon. Noise is
also another common barrier. Noise can occur during any stage of the process. Noise
essentially is anything that distorts a message by interfering with the communication
process. Noise can take many forms, including a radio playing in the background, another
person trying to enter your conversation, and any other distractions that prevent the
receiver from paying attention.

Successful and effective communication within an organization stems from the

implementation of the communication process. All members within an organization will
improve their communication skills if they follow the communication process, and stay
away from the different barriers. It has been proven that individuals that understand the
communication process will blossom into more effective communicators, and effective
communicators have a greater opportunity for becoming a success.

The Communication is a two-way process wherein the message in the form of ideas,
thoughts, feelings, opinions is transmitted between two or more

Successful and effective communication within an organization stems from the

implementation of the communication process. All members within an organization will

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improve their communication skills if they follow the communication process, and stay
away from the different barriers. It has been proven that individuals that understand the
communication process will blossom into more effective communicators, and effective
communicators have a greater opportunity for becoming a success.

The Communication is a two-way process wherein the message in the form of ideas,
thoughts, feelings, opinions is transmitted between two or more

Tips for improving the communication process

Here are some tips to consider to improve your communication skills and the
communication process overall:

 Simplify your message: In order to ensure your message is properly understood, you
should keep your language simple and to the point.
 Know your audience: It's also important to consider the audience that will receive
your message as well as their needs and interests.
 Be a good listener: As a communicator, it's important to actively listen to what those
around you are saying. This will ensure that you're sending the right message.
 Ask questions: It's also important to ask good questions to keep the communication
flowing. Make sure your questions are insightful and engaging.
 Take the time to respond: When communicating, it's important to consider how you
might reply to a person to ensure you know what you want to say.
 Consider your body language: If you're communicating through a different medium,
it's important to be mindful of your body language. In addition, be aware of the
body language of the person you're communicating with, as well.
 Maintain eye contact: It's also important to make contact with the person or group
you're communicating with. This will show that you're actively listening to who
you're communicating with.
 Clarify your message if needed: If the recipient of your message is unclear about
what you're trying to say, it's important to clarify your message. This will help them
to better understand you.

2.3. Barriers of communication

There are barriers to communication which are of different kinds and possess various kinds
of characteristics. Common barriers are listed below

1. Frame of reference: It is the result of variations in the encoding and decoding process.
Sender and receiver interpret the same communication differently depending on their

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previous experiences. The sender can encode and the receiver can decode only in terms of
their experiences.

2. Selective listening or selective perception: It is the tendency to block out new

information especially, if it conflicts with what we believe. It is an attempt to selectively
perceive the information that reaffirms our belief and expectations.

3. Value Judgment: It is assigning an overall worth to a message prior to receiving the entire
communication. E.g. a manager saying to a letter “He is always complaining.” Due to this
premature evaluation, the receiver will not take the entire message.

4. The use of value laden words: These are words or phrases that arouse emotions such as
“democratic rights,” “discipline,” etc. They challenge the receiver’s ability to respond
correctly and rationally.

5. Emotional environment:It is the environment that is likely to interfere the emotions and
impair judgment and understanding ability of the receiver. E.g. anger, grief, and extreme
pleasure.

6. Source credibility: It is the trust, faith, and confidence that the receiver has to the sender.
The receiver may take the information fully sent by the sender as reliable to him even if the
information is wrong or incorrect.

7. Filtering: It refers to manipulation or distortion of information so that the receiver

perceives it positive. E.g. subordinates cover up unfavorable information in messages to
their superiors.

8. In-group language: The use of jargon results in severe communication breakdowns when
outsiders or other groups are involved.

9. Status or hierarchical difference: Status or rank differences can be perceived as threats

by persons lower in the hierarchy and this can prevent or distort communication. People of
higher status generally communicate more with one another than they do with people at
lower status. Even when they communicate with lower status, they dominate
conversations. Employees do not oppose/criticize the judgments and decisions of their
superiors due to status differences in the organization.

10. Communication overload:There is a limit to the amount of information an individual can

process and absorb at any given time.

11. Nose: - e.g. sound of factories, frequent telephone breakdown, etc.

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12. The practice of hoarding: This is when people feel a sense of power and prestige by
hoarding information (preserving information for one). This tendency of aversion to pass
information adversely affects both the workers morale and efficiency.

13. Language Barriers – Language is the means which is said to be the most effective means
of communication with others. The language provides understanding of the content that an
individual is willing to express or communicate with the others. When two persons or
groups of people are involved in communicating with each other and if a common language
is used that is understandable to all individuals then their objectives will be fulfilled and the
process of communication will be made effective. Within an organization, it is vital to
develop a common language in order to communicate appropriately. For example, when
international students come to study in India, they are not familiar with the national
language, hence English is considered to be the common language that is understood by all
and utilized for the purpose of communication.

e) Physical Barriers – Within an organizational structure, it is vital to have team spirit and
individuals should work in coordination with each other and be cooperative towards each
other. Formal and informal means of communication occurs within an organization. One of
the crucial factors is proximity within an organizational structure. There is a system of
hierarchy and those individuals who are placed at the higher levels of the hierarchy have
closed doors, offices and cabins and are physically placed at the distance; their
subordinates are in this way unable to communicate with them and this is a physical barrier
to effective communications.

As Communication Theory,n.d., communication barriers can also be classified as follows

I. Environmental and Physical Barriers – Under the environmental and physical barriers,
there have been classification of barriers as follows:

a) Time – This is the barrier which is concerned with developing quicker and speedy
channels of communication. For example, when communicating with somebody, if the
process is time consuming such as mailing letters then it is a barrier, any kind of
communication whether, it is done in a formal or an informal manner, if it is highly time
consuming then it proves to be a barrier and for efficient working, individuals need to
develop a faster means of communication such as electronic mail instead of sending letters
by post.

b) Space – It is vital to eliminate the unwanted distance within the communication system,
if the condition requires it, for example, it can occur in telephonic communication. If two
persons need to discuss an important matter and one of them is in India, whereas other

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one is in the United States of America, then telephonic conversation may not prove to be
very effective, then they can send each other details through the system of email.

c) Place – The area, the environment where the communication is taking place should be
clear and not over-crowded. Noise pollution can be a barrier to effective communication,
this is obvious, where there is noise, there a person cannot efficiently communicate,
therefore places and areas with lesser people, proper ventilation is required for effective
communication.

d) Medium – The medium via which the process of communication is taking place should
be effective and appropriate. Communication takes place in various forms; it is oral,
written, audio, video, formal, informal, the medium used for the purpose of communicating
should be accurate, precise and understandable.

II. Semantic Barriers – When communicating with the other persons, no matter what kind
of communication means is utilized, whether it is formal or informal, it is vital to make use
of appropriate words, vocabulary and language; all kinds of communication should reflect
decency. Language and vocabulary that is used in communication should be understandable
to the persons; if a person speaks only English and a word is used in Spanish then he may or
may not understand the word, for instance, if a person speaks only English, then it could be
a possibility that he might have studied other languages such as Spanish or French. Two or
more persons when they are communicating with each other should use a common
language, so that everyone can understand it well.

III. Cultural Barriers – Communication also takes place between people belonging to
different nationalities, religions, castes, creeds, races, ethnicities etc. in other words, when
two persons are communicating with each other, there may be differences in their cultural
backgrounds. It is vital to overcome all the barriers that might occur within the course of
communication. It is crucial to make people aware of ones own culture with whom they are
communicating. In the form of communication, it is vital to form an understanding and
acceptance of another person’s culture.

IV. Psychological Barriers – In the process of communication, it is vital to understand each

other’s mindset and mental capacity; this applies in every case whether it is a professor
giving a lecture or a conversation between the employer and an employee. If someone is
communicating with the other individual or a group of individuals with an attitude of
disinterest or unwillingness then the process of communication will not be effective. In this
case, it would have believed to be that attitude of the communicators is inappropriate for
the purpose of making the process of communication effectual. It is therefore considered
crucial to overcome the psychological barriers.

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V. Perception of Reality – When communicating, it is important to understand various
perceptions of a situation or of an issue or a problem. There are different levels of
perceptions that are involved when communicating about a particular topic, condition,
problem, issue, situation, dilemma, stress or a concept. Lacking understanding about
different levels of perceptions may prove to be a barrier. In order to implement effective
communication, it is vital to gain the ‘perception of reality’ which means information about
facts, knowledge, figures, actuality and what is true. While communicating, it is important
to be open, flexible and transparent.

2.4. Interpersonal communication and team work

What Is Interpersonal Communication?

Before we give an interpersonal communication definition, we should first ask “what does
interpersonal mean?” Simply put, “interpersonal” is most frequently defined as something
“between people.” In this case, it’s communication but it’s more than mere “talk.”

Interpersonal communication refers to the entire process and practice of exchanging ideas,
information, and even emotional experiences that can be shared between people.

It is a potent and vital force that isn’t just all about words. It’s an array of cues that come
from the voice, body language, facial expressions, and gestures.

Effective interpersonal communication is the bedrock upon which relationships in business

(and beyond) are built. Good interpersonal communication is the catalyst for action. When
it’s done right, it can truly turn ideas into action.

Though one’s own interpersonal communication definition may differ slightly from others,
the basic tenets will likely remain the same. Your skills as a communicator will be judged by
your mastery of four basic interpersonal communication concepts.

The most commonly used channels in interpersonal communication are sight and sound.
Interpersonal communication is the most common form of daily communication; that is,
face-to-face, at the same time and in the same place.

What Are the 4 Types of Interpersonal Communication and Interpersonal Skills?

When it comes to basic elements of interpersonal communication, the various types of

possible communication will cluster under four basic categories: verbal, listening, written,
and non-verbal communication.

1. Verbal

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Whenever you talk or even make an audible sound (like “hmm” of “Ahh!” for example),
you’re creating verbal communication. Beyond the content of what you’re saying and the
context in which it’s being said, verbal communication also includes additional auditory
factors like intonation. This refers to how your voice rises and falls in tone as you speak and
can shade how the words are meant to be interpreted.

For example, the phrase “Have a nice day” can take on a number of different meanings
when you imagine it said in a friendly way, sarcastically, or even ominously.

2. Listening

Chances are that some point in your life you’ve been accused of “hearing but not listening”
to what someone was saying to you. The distinction between the two concepts might have
seemed nuanced at first until the message became clear: hearing is involuntary and
effortless whereas listening is focused and intentional.

Hearing is an automatic response that is the result of having working ears. Listening takes
more effort. It’s purposeful and requires concentration to understand what the speaker is
sharing.

3. Written Communication

When you convey a message via written symbols, you’re practicing written communication.
From emails and text messages to more formal memoranda and reports, written
communication is the cornerstone of most information sharing in business.

When information that is complex or lengthy needs to be shared, it’s usually conveyed
through written communication. To that end, written communication is often considered
more legally valid than spoken words are. That’s why it often serves as an “official” mode of
communication. Written communication can also include emoji, which can help convey
more emotional information and context that can be hard to deduce from the words
themselves.

4. Non-Verbal Communication

Getting meaning across without using words either written or spoken is the essence of non-
verbal communication. This can be achieved through everything from facial expressions, to
specific gestures (“jazz hands,” anyone?) to body language and certain postures.

To get a sense of how much can be communicated through non+verbal communication,

consider that mimes are able to tell entire stories without uttering a word. Moreover, non-
verbal communication often complements spoken communication. Gestures like ‘air

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quotes” or shoulder shrugging add additional if not entirely different meanings to what’s
being said.

We Need to Talk: How Interpersonal Communication Works

Inasmuch as “it takes two to tango,” it takes at least as many (and sometimes many more)
for interpersonal communication skills to improve. In a business setting, interpersonal
communication can sometimes quickly devolve into looking like a group attempting to
dance the Macarena except everyone is doing the steps in a different order. There are
conventions we use to frame our thinking about communication. But it’s really far too
dynamic a phenomenon to be summed up by a few simple rules.

We often think about communication as having a distinct sender and receiver of a message
wherein one person sends a message and the other receives it. The problem with this
model is that interpersonal communication seldom occurs so seamlessly — instead, people
are more likely to send and receive messages at the same time in a complex, interactive
process.

Successful interpersonal communication skills are trained through cultivating active

feedback. Simply put, feedback consists of the reactions that a receiver conveys to the
original sender. Feedback provides the sender the opportunity to adjust their message in
order to improve interpersonal communication.

Feedback occurs not just after someone has made a statement, but often during the
interpersonal communication itself. There are a number of social cues used to indicate that
one person is indeed listening to the other — from nodding or expressing affirmative
sounds like “mm-hmm” to a variety of interjections and interruptions that shape real-life
conversations.

As messy as this may seem, all of these elements — the spoken words, facial expressions,
tone and gestures — are actually part of the overall message. They help shape how it is
intended to be interpreted and indicate how it is being interpreted in real-time.

However, there are factors that can distort this process. Communications theorists call this
“noise,” which is anything that obstructs the meaning of a message. Beyond the literal
meaning of noise wherein sounds from the physical world intrude upon the reception of a
message (from weak mobile phone connections to the sounds of a crowded cafe), there are
other types of noise that can negatively impact interpersonal communication.

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Cultural and language differences can create an added layer of complication that may
obscure a communicator’s intended message. Similarly, the overuse of jargon or colloquial
language can get in the way of the listener understanding what is being communicated.

Much of what influences a message and how it is perceived is the context in which it is
shared. The context includes not only the setting of the communication (an office, a
restaurant, while walking between locations) but the social factors shared by the
communicators. Is one the boss of the other? Are the communicators in question friends or
competitors or both?

The relationship and relative social status between two people communicating can affect
how a message is received.

Just as important is the way in which a message is transmitted from one person to the
other. Is it in-person or over the phone? text or email? Communication theorists refer to
the means of interpersonal communication as the channel, which can have implications for
how the message is meant to be received.

A formal email from a colleague’s business email address sets the expectation that the
message is an “official” communication. However, a channel like a Facebook message
suggests a more social context, which would cue a different, less formal style of interaction.
Choosing the appropriate channel for the message can sometimes be as important as the
message itself.

Problems of Interpersonal Communication (Barriers)

a) Physical surrounding/noise/: - This may be produced by the conversation of somebody

else nearby, or by the machine operation. The communicator takes an extra effort to
overcome the noise. The communicator must use the right vocabulary which is easily
understood by the receiver.

b) Defensiveness (closed mindedness): - Certain people think they know everything about a
particular subject. It refers to filtering idea, rigidity and dogmatism. Defensive people close
their minds tightly to new ideas that are brought to them. The blocked mind is closed to
reality and hides fault and considers only limited information.

c) Criticism: - It should not be done in a manner by which an individual does not like.
Criticism should be directed towards an issue, not directed towards an individual.

d) Arguing: - It stems from two blocked minds. Parties in argument usually defend blocked
minds rather than listen. All participants in argument do more talking than listening.

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e) Difference in perception: - we perceive reality differently. No two perceptions are exactly
the same. Each worker is unique and brings to the job unique perceptions. Thus,
employee’s perception determines the matter in which they interpret what they see and
hear. Difference in perception and particularly the fact that each of us tend to hear only
what we expect to hear, undermines interpersonal communication.

f) Difference in semantics: - Semantics is the study of word meanings and their effects on
human behavior. The same word may suggest quite different meaning to different people
because of educational, cultural, professional differences.

Meanings are attached to words. Words use symbols of realities. If the meaning of the
symbols or words is the same, there would have been only one language. Language can
change; people can use new or old words differently and alter their agreement on word
meaning. The meanings we assign to words are of two types:

1. Connotative 2. Denotative

1. Connotative: - They are meanings that exist only in the mind. Connotative meanings are
meanings built inside people according to their culture. E.g. justice, democracy, good
governance, freedom, love…etc.

2. Denotative: - They are meanings that are based on reference to the real word. E.g. chair,
table, cow, pen, pencil, book, ruler…etc.

The meanings these words bring to our mind are clearly the objects or events to which we
point. Therefore, when you communicate, consider both denotative and connotative
meanings of your messages.

g) Gaining: - It refers to getting cheap popularity or support by accepting all.

h) Non-verbal Communication: - It refers to all communication that occurs without

words(body movement, space, time, touch, color..etc) depending on the situation, they are
barriers to communication. By considering facial expression, you associate with happiness,
fear, anger and sadness. This differs from language to language or from culture to culture.
Though non-verbal communication crosses language boundary, they don’t convey the same
meaning all the time.. E.g. in USA, using finger to call a person is normal while it is impolite
in Ethiopia.

Principles of Interpersonal Communication

There is no possibility of eliminating the above barriers altogether.

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Action to minimize the effect of barriers

a) Seek to classify your ideas before communication: - before giving an order, issuing
instruction or making a request, make sure what your message is.

b) Consider the total physical and human setting whenever you communicate. The setting
in which you communicate, whether public or private or in noisy or quite setting affects
how well the message is transmitted.

c) Follow-up on your communication: - get feedback. It makes communication a two-way

process and provides opportunity for suggestion and criticism. Feedback avoids errors in
transmission and evokes participation of subordinates. The surest way to determine if your
message has been received is to follow-up your communication by asking questions.

d) Be sure your actions support your communication: - the most persuasive kind of
communication is not what you say but what you do. When a person’s actions or attitude
contradict his/her words, we tend to discount what the person has said. Actions must
support message.

e) Avoid evoking defensive behavior: - Try to focus on the act not on the person. Do not
explain about subordinates to themselves.

f) Avoid criticism: - If necessary, criticism should be done privately and in a manner that
helps the person maintain his/her dignity or sense of worth. Never say a person is always
wrong or right. Criticism should be free of personal feelings. It should be objective.

g) Seek not only to be understood but to understand: - Be an active listener. Listen for
total meaning. Understand not only the content but more importantly the feeling. Note all
cues. Remember that not all communication is verbal. Be aware of cues including facial
expression, voice…etc.

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 UNIT 3: COMMUNICATION PRINCIPLES AND BENEFITS

Contents

3.1. Principles

3.1.1. Correctness

3.1.2. Completeness

3.1.3. Conciseness

3.1.4. Clarity

3. 1.5. Creativeness

3.1.6. Courtesy

3.1.7. Consideration

3.2 Communication Benefits

Introduction

The principles of communication comprise of factors, which are necessary in making the
communication processes worthwhile and efficient. In various types of organizations and
educational institutions, it is vital for the individuals to augment one’s understanding in
terms of these principles. Furthermore, they need to be put into operation by all the
members.

Communication as means of creating common understanding between people employs

fundamentally basic principles that serve as a foundation for its application. These
principles underlie the workings in real life of interpersonal communication. They are basic
to communication. We can't ignore them.

Business communication delivers your ideas to your audience and achieves the outcome
you want. It requires concentration and energy to digest your message, so make your
reader read with ease, instead of creating a resistance in your reader.

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Before you begin communicating, remind yourself:

• to make your sentences short.

• to use simple words

• to use direct and active sentence

• to keep your reader focused on your message

• to focus on key points and good flow

The 7 C’s of Communication

Seven C’s of Communication means to write or compose correct or effective messages by

applying some certain rules or principles.

3.1. Correctness
It means that there is no mistake of grammar, punctuation and spellings. It should be
grammatically correct. All information should be accurate and timely. In our messages we
should include fact words and figures, writing should be perfect and clean, language should
be of correct level and there should be proper grammar punctuation, spelling and
paragraphing.

If our message or documents is not of good level of correctness then it has no effect on
reader so it may cause lot of difficulties. So the objective of communication will be failed.
Double check your spellings and grammar. So proof read it before you send it.

3.2. Completeness
It means that our message should include all necessary facts and background information. It
should include everything the reader needs for the reaction we desire. We must include all
information which our reader wants.

If our message will not be completed to bring desirable results then the reader will not be
convinced by us. So we should keep it in mind that partial information would not work if we
have to survive.

3.3. Conciseness
It means to convey information in fewest possible words. We should keep in mind the
reader’s knowledge of the subject and their time constraints. So our message should
complete without being wordy.

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 The writer is a looser if he was unable to convey information in fewest possible words
because none have enough time to read wordy messages. So our message should be
comprehensible.

3.4. Clarity
It means that we have a definite purpose of writing and make sure it is clearly
communicated up front. Clarity demands us that each and every points and aspects of our
message should be clear to the reader.

We should use right level of language, proper punctuation, right spellings and accurate facts
and figure.

3.5. Creativeness
It means to use different formats (vs. Straight narrative) to communicate our message. It
should include Q/A format, graphics, etc. Our message should include different formats so
that the reader may understand our ideas without getting trouble.

3.6. Courtesy
It means that to show our expressions and respect to the reader. Courteous message
strengthen present relations and make new friends. We should answer our mail promptly.
Courteous message always makes it place in heart because it shows lot of respect and
sincerity.

Courtesy is more important and advantageous in business writing than it is in face to face
communication and conversation.

3.7. Consideration
It means the message with the receiver in mind. Keep your reader's needs in mind as you
write. Ask yourself, 'Why should my reader spend time reading this?' We should focus on us
despite on others. And try to show reader benefit and interest in reader.

We should try to visualize our readers their desires problems emotions circumstances and
possible reaction to our request.

In addition to the above common and known principles Kapur, Radhika ( n.d. ) in his research
titled “ Priciples of communication” has stated the following principles

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Trustworthiness – Effective relationships are built on trust and with respect to the communication
processes. Within the working environment, when the individuals trust each other, they will be able to
communicate in a well-organized manner. Within the working environment, the individuals are required
to work in collaboration and integration with each other

Effectual Speaking Skills – Possession of effectual speaking skills is regarded as one of the
indispensable principles of communication. It is vital for the individuals to recognize the
significance of speaking skills to participate in number of tasks and activities. These include,
interviews, group discussions, oral examinations, competitions, presentations and so forth
(Chapter - I, n.d.).

Active Listening – Active listening is referred to focusing entirely on the person speaking. Active
listening is also regarded as one of the important principles of communication. When the
individuals, such as, directors, heads, instructors, supervisors, managers, colleagues, fellow
students and so forth are communicating with the main purpose of providing support and
assistance to others, it is vital to implement active listening

Good Writing Skills – Written communication is also regarded to be of utmost significance. It is

vital for the individuals to pay attention and focus upon the up-gradation of writing skills as
well. Written communication takes place in the form of emails, letters, notices, messages,
advertisements and so forth. In order to ensure that written communication takes place in a
well-organized manner, the individuals need to hone their technical skills

Good Reading Skills – Reading skills are also regarded as an important principle of
communication. In educational institutions at all levels, the students need to focus upon the up-
gradation of their reading skills. The up-gradation of reading skills is crucial not only for the
students, but also for all individuals, irrespective of their job positions in all types of
organizations. Quick, efficient and imaginative reading techniques are essential in order to
achieve academic success.

Non-Judgemental – Judging others is not regarded as the good basis for building relationships.
It is easy to say that one should be non-judgemental, but it is a difficult principle to follow.
Normally, when the instructors, supervisors and other individuals in leadership positions are
working diligently and conscientiously towards imparting knowledge and understanding to the
learners in terms of concepts and in spite of their hard-work and efforts, they do not receive
good outcomes, they usually tend to be judgmental. Being non-judgemental is also regarded as
an indispensable principle of communication, as it enables the individuals to depict broad-
mindedness, leniency and easy-going nature. The individuals in leadership positions are
required to be non-judgemental, particularly when they are dealing with their students and
employees.

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Value Difference – Value difference is referred to valuing the different contributions of the
individuals that one interacts with in order to reinforce ones terms and relationships. It is
comprehensively understood that individuals are different from each other in terms of natures,
attitudes, competencies and abilities. But others need to ensure that they accept each other.
There should be provision of equal rights and opportunities and not any discrimination on the
basis of any factors, such as, caste, creed, race, religion, ethnicity, gender, age, educational
qualifications, and socio-economic background

No Assumptions – The individuals can interpret words they listen to in a manner that was not
intended to the person who said them. When someone has said something and others take
those words as completely different, then the communication processes has not taken place in
an effective manner. Hence, when the individuals are speaking to each other or communicating
in a written form, they need to ensure that they are able to understand each other well. When
assumptions are not made, it is regarded as one of the vital aspects that encourages effective
communication. It is important to understand clearly, what others mean, rather than making
assumptions.

Authenticity – Authenticity is referred to genuineness, reality, validity and truthfulness. When

individuals are communicating with each other, it is of utmost significance for them to put into
operation the trait of authenticity. When putting into operation, the communication processes,
the individuals communicate with each other in number of ways. In some cases, they may
communicate with each other while working on their computers, observing one’s phone,
reading and so forth. But when one is communicating, they need to ensure that the
information, they are imparting to others is genuine, valid and truthful. The directors,
principles, instructors, students as well as other staff members in educational institutions need
to ensure that they recognize the principle of authenticity in communicating with others

Developing Interest and Curiosity – Developing interest and curiosity are regarded as important
principles of communication. These are essential on the part of speakers and receivers of
information. When the speakers are speaking, they need to possess efficient knowledge in
terms of topics and depict clarity and fluency. In addition, it is vital for them to depict interest in
the implementation of their job duties. Hence, when they will develop interest and curiosity,
they will be able to generate the desired outcomes. On the other hand, development of
interest and curiosity is essential on the part of receivers as well.

3.2. Communication Benefits

The benefits of effective business communications are:

1. Helps in Making Decision:

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A decision, in order to be correct and appropriate, must be based on adequate and correct
information which only effective communication can bring together.

2. Speeds up Flow of Work:

Flow of work is not obstructed if orders, instructions, suggestions, etc. are communicated
properly and timely.

3. Increases Productivity:

Effective communication allows the team of workers to concentrate on their respective jobs
removing confusion from their minds. It increases their ability, efficiency and quality of
performance which ultimately leads to higher productivity.

4. Improves Job Satisfaction:

Effective communication among the employees and the supervisor in a workplace can boost up
job satisfaction at both the ends. The employees think that they are essential to the
organization and on the other hand, the supervisor also feels satisfied that his orders are
carried out by the employees.

When the employees know clearly what to do, when to do and about the reward of their
performance they can accomplish their jobs efficiently. They remain satisfied and loyal to their
higher authority.

5. Saves Time and Money:

If a communication is not understood properly further conversation will be needed for clarity
involving extra time and money. Effective communication saves time and money by preventing
multiple communications. Selection of appropriate means of communication from among
various methods (e.g. telephone, mobile phone, e-mail, fax, letter, face to face conversation,
etc.) as per requirement can save both time and money.

6. Boosts up Promotional Activity:

Goods and services are brought to the knowledge of the consumers through communication
and promotional activities (e.g. advertisement, use of different media, etc.) are made effective
through it.

7. Makes Business Relationship Strong:

Fruitful communication with outside people and organisations (e.g. creditors, banks, insurance
companies, co-business managers, etc.) make a healthy relationship with all concerned.

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8. Enhances Professional Image:

The way an organization communicates casts on impression of its efficiency on the

communicate. Good communication signifies good and professionally efficient organization.

9. Increases Customers’ Satisfaction:

Customers’ satisfaction is a vital aspect of consideration for a business organization. The

existence and growth of a business largely depends upon it. Effective communication is
necessary in achieving confidence of the customers. It clarifies all the queries (regarding
products, services, availability, prices, quality, variety, etc.) of the customers and makes them
happy and satisfied.

10. Solves Various Problems:

Innumerable problems (e.g. gossip, rumors, conflict, mistrust among the employees, managers
etc.) crop up in a business organisation due to poor communication or no communication.
Effective communication can solve the problems easily. It establishes a link between the
managers and the employees. The relationship between them is eased and various problems
and grievances are removed.

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UNIT 4: TYPES OF COMMUNICATION IN ORGANIZATIONS
Contents

4.1. Internal & External Communication

4.2. Formal Flow of Communication

i. Downward Communication

ii. Upward Communication

iii. Horizontal Communication

iv. Diagonal Communication

v. Informal Communication

vi. Non-Verbal Communication

Introduction

In an organization, there can exist different types of organization. Depending on the size,
type of operation and connection networks they have, companies differ in the types of
communication activities they undertake.

Some organizations process many incoming letters and telephone calls rather than making
telephone calls and writing letters to outside organizations. Others do the vice versa.

Even if many organizations use the formal network of communication activity, many others
tend to rely much more on the informal network.

In this chapter, the lines of communication will be thoroughly discussed. Finally, non- verbal
communication is presented clearly.

4.1. Internal & External Communication

There are two types of communication, namely; Internal &external.

1. Internal Communication: - It encompasses: -

Incoming Letters and Calls: - are classified into two categories:-

a) Written messages coming from outside a company.

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b) Telephone call coming from outside a company.

Incoming written message should be properly sorted, confidential letters should be opened
properly, date is stamped, content should be checked as soon as possible, and if necessary,
copies are made. An incoming letter and copy of the reply should be properly filed by using
appropriate filing method.

Incoming telephone call can be handled using techniques like:-

Answer incoming telephone call promptly; ideally on the second call.

Identify yourself to communicate effectively.

Be courteous; talk with a smile in the voice.

Speak in a low, even and clear voice.

Make note

If necessary transfer the call

Try to summarize the key points in the telephone conversation.

2. External Communication: - it encompasses: -

Outgoing letters and Calls: - It is important to handle outgoing letters & calls because:-

Improper handling of outgoing letters/calls creates bad impression

outsiders/receivers.
Delays in sending replies slow down the pace of organization activity.

The outgoing letter should be properly handled at different stages such as the production,
signature, referencing, dispatching and filing the carbon copies.

4.2. Formal flow of communication

A network of communication represents the pattern of contacts among the members of the
organization.

Communication network may be classified as:

1. Formal communication network.

2. Informal communication network..

1. Formal Communication Network:-

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 It is the path of communication which is institutionally determined by management.

It is based on the chain of command and the line of authority from the top of the
organization to the bottom.

It is the major well established channel of information flow.

It includes letters, reports, orders and written messages.

i. Downward communication

It is communication from superior to subordinate. It is needed to: -

i) Get things done

ii) Prepare for change

iii) Discourage misinformation

iv) Get people informed

- Downward communication takes the form of notices, circular, instruction, orders,

letters…etc.

ii. Up-ward Communication: - It is the flow of information from the lower level in the
organization’s hierarchy to the higher level. That is from subordinate to superior.

* Example of upward communication: -

i) Activity reports

ii) Opinions, ideas, and suggestions

iii) Complaints and grievances

- Up-ward communications is needed to:-

a) create receptiveness to communication

b) create participation

c) evaluate communication

iii. Horizontal communication: - refers to transmission of information among positions of

the same level. It is the strongest and most easily understood. The major purposes of such
communication are: -

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- co-ordination of tasks

- solving problems

- sharing information with colleagues

- promoting teamwork

So, communication should be free in all directions in order to properly achieve the goals of
an organization.

iv. Diagonal Communication

Diagonal communication is the sharing of information among different structural levels

within a business. For example, diagonal communication could involve higher level
management communicating to lower level management, a shift in organizational
objectives as well as the ensuring dialog about how best to achieve the new goals.

Outside of informal social interactions, individuals in an organization typically communicate

with their direct supervisors or subordinates. Diagonal communication routes depart from
these hierarchical norms by engaging individuals who work at different levels and
indifferent departments. Diagonal communications have several important functions;
however, they are not without risk.

v. Informal Communication

It is made up of the thousands of personal communication that take place in any

organization.

It follows no set pattern but consist of an intricate web of information flow that links all
company members.

When the employees are unable to communicate the required information to higher
authorities because of communication barriers, they may resort to informal channel of
communication.

It is not a single network at all; rather it is a collection of smaller networks made up of

groups of people.

It is known as the grapevine in management literature.

It consists of much gossip and rumor because it arises from the social interaction of
people.

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 It is very fast than formal network.

If it does not exist in the organization, the ability of the manager to build team work,
motivate people and create identification with the organization would be severely
restricted.

* Advantages of Informal Communication

a) It is a primary means for the development of the group identification and interest in
work.

b) It helps the organization to complete the job of communication since it is not always
possible for management to transmit formally all types of information.

c) It is a primary source of upward communication. It brings facts, feelings, rumor, truth… to

the manager.

- Rumor:- is the most undesirable feature of the grapevine. It has given the grapevine a bad
reputation. Rumor is communicated without authentic standards of evidence. It is untrue
part of grapevine. Rumor serves as a means of wish fulfillment, applying pressure on
management. Rumor gets twisted, and distorted when it passes from one source to
another. The best approach in dealing with rumor is to get at its causes rather than try to
kill it after it has already started.

Formal and Informal Communication Comparison

 Passes through the chain of command  Is unplanned and un patterned by

established organization structure.
set of information flow

 Is highly structured & well defined  Is unstructured & there is no defined

channel communication. channel of communication

 Is oriented towards the goals & tasks of  Is directed towards achieving individual
the organization goals(e.g. socializing)

 Is slow  Is very fast

 Is impersonal in nature  Is social & personal in nature

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vi. Non-verbal Communication

Consider body language: - Consider how eye-contact, facial expressions, gestures and body
movements all influence communication.

• Eye contact: - can reflect many things. Eye contact that is:

- Frequent: - indicates approval or acceptance.

- squinting, or glaring may mean disapproval, and

- Avoided or when the person is staring off in to space can indicate indifference.

• Facial expressions communicate emotions and might include: -

- A smile of approval or happiness.

- A frown of disapproval or unhappiness, and

- A scowl/glare of anger and tightly closed teeth indicates aggression and sadness.

• Gestures that are frequently seen and familiar include:

- A head nod may indicate approval.

- Body orientation towards a speaker that shows interest in a conversation;

- Shaking the head from side-to-side, folded arms, and physical distance all express
disapproval or an unwillingness to consider alternatives.

• Pointing or shaking a finger at someone, clinching a fist can indicate aggression.

• Tapping feet or fingers and leaning away from a speaker suggests indifference or
boredom.

These expressions are all familiar. Look at whether body language and words are consistent
in meaning. Conflicts between words and body language could lead to confusion. Body
language can also be used to emphasize verbal language.

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UNIT 5: PUBLIC RELATIONS

Contents

5.1. The Publics

5.2. Media Relations

Introduction

Public relation is about reputation - the result of what you do, what you say and what
others say about you. It is the discipline which looks after reputation, with the aim of
earning understanding and support and influencing opinion and behavior. It is the planned
and sustained effort to establish and maintain goodwill and mutual understanding between
an organization and its publics.

Every organization, no matter how large or small, ultimately depends on its reputation for
survival and success. Customers, suppliers, employees, investors, journalists and regulators
can have a powerful impact. They all have an opinion about the organizations they come
into contact with - whether good or bad, right or wrong. These perceptions will drive their
decisions about whether they want to work with, shop with and support these
organizations. In today's competitive market and uncertain economic climate reputation
can be a company's biggest asset – the thing that makes you stand out from the crowd and
gives you a competitive edge. Effective Public relation can help manage reputation by
communicating and building good relationships with all organization stakeholders.

5.1. The Publics

A Public Relations (PR) is the practice of managing the flow of information between an
organization and its publics and was invented. Public relations provide an organization or
individual exposure to their audiences using topics of public interest and news items. Their
aim is often to persuade the public, investors, partners, employees and other stakeholders
to maintain a certain point of view about the company, its leadership, products or of
political decisions. Common activities include speaking at conferences, working with the
press, and employee communication.

Public Relations (PR) is a component of a company's marketing and communications effort

that involves working to promote goodwill, according to the Public Relations Society of
America (PRSA). Companies utilize common PR tools to deliver brand and product-building

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messages. Publicity, relationship building and public engagement are among benefits
desired from PR.

Public relations help an organization and its publics adapt mutually to each other. The
essential functions of public relations include research, planning, communication, dialogue
and evaluation.

Public Relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics.

Public relations is a management function which tabulates public attitudes, defines the
policies, procedures and interests of an organization . . . followed by executing a program of
action to earn public understanding and acceptance."

Building and managing relationships with those who influence an organization or

individual’s important audiences has a central role in doing public relations.

Public relations is the art and social science of analyzing trends, predicting their
consequences, counseling organizational leaders, and implementing planned programs of
action, which will serve both the organization and the public interest.

Others define it simply as the practice of managing communication between an

organization and its publics.

The European view of public relations notes that besides a relational form of interactivity
there is also a reflective paradigm that is concerned with publics and the public sphere; not
only with relational, which can in principle be private, but also with b consequences of
organizational behavior

Methods, Tools and Tactics

Traditional public relations tools include press releases and press kits which are distributed
to the media to generate interest from the press. Other widely used tools include
brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive
social media outlets, such as blogs, and social media. Unlike the traditional tools which
allowed for only one-way communication, social media outlets allow the organization to
engage in two-way communication, and receive immediate feedback from various
stakeholders. There are two types of Two-way communication, Two-way asymmetrical
public relations and Two-way symmetrical public relations. An asymmetrical public relation
model is unbalanced. In this model an organization gets feedback from the public and uses
it as a basis for attempting to persuade the public to change. A symmetrical public relation
model means that the organization takes the interests of the public into careful

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consideration and public relations practitioners seek a balance between the interest of their
organization and the interest of the public.

The form and nature of internet-mediated public relations.

Specific public relations disciplines include:

• Financial public relations – providing information mainly to business reporters

• Consumer/lifestyle public relations – gaining publicity for a particular product or service,

rather than using advertising

• Crisis public relations – responding to negative accusations or information

• Industry relations – providing information to trade bodies

• Government relations – engaging government departments to influence policymaking

PR and the World of Business

The world of business is characterized by fierce competition and in order to win new
customers and retain the existing ones, the firms have to distinguish themselves from the
competition. But they also need to create and maintain a positive public image. A PR
specialist or firm helps them both create and maintain a good reputation among both the
media and the customers by communicating in their behalf and presenting their products,
services and the overall operation in the best light possible. A positive public image helps
create a strong relationship with the customers which in turn increases the sales.

PR Tools and Techniques

PR specialists and firms use a number of tools and techniques to boost their clients’ public
image and help them form a meaningful relationship with the target audience. To achieve
that, they use tools such as news releases and statements for media, newsletters,
organisation and participation at public events conferences, conventions, awards, etc.. PR
specialists of course also utilize the Internet tools such as social media networks and blogs.
Through the mentioned tools, PR specialists give the target audience a better insight into
their clients’ activities and products/services as well as increase publicity.

Who Can Work as a PR?

A PR specialist is usually required to have a relevant type and level of education such as a
Bachelor’s degree in communications or journalism. Proper education, however, is not
enough to become a PR and much less to become a successful PR. A PR specialist needs

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certain skills (they are acquired through additional education and training), in the first place
excellent writing and verbal communication skills. But a PR specialist also must know to
work under pressure and be able to answer a variety of questions including unpleasant
ones. For example, if the client is under a public “attack”, a PR specialist needs to establish
a control over the situation and protect the client’s good reputation.

5.2. Media Relations

Media relations involve working with media for the purpose of informing the public of an
organization’s mission, policies and practices in a positive, consistent and credible manner.
Typically, this means coordinating directly with the people responsible for producing the
news and features in the mass media.

By using proven public relations (PR) tools and activities, you can promote positive attitudes
and behaviors towards your business that will help convert interested consumers into
customers.

PR tools are very cost-effective, and often give you a greater degree of control than more
broadly targeted advertising campaigns. Consider using these PR tools to build your
business's reputation.

Media strategies focus on circulating messages through media channels to manage how
your business is portrayed by the media. Your media tools might include releasing media
statements and fact sheets, offering on-site media tours to encourage journalists to report
positive messages about your business, and using social media to get the attention of
journalists and track journalists who report in your market.

By developing good media contact lists and building relationships with key journalists to
help you distribute your key messages, you can use local, regional or state media to:

Advertorials

Advertorials are advertisements in the form of news stories or reviews in newspapers.

Advertorials allow you to associate your advertising with the credibility of the newspaper.

Many businesses employ advertising or marketing professionals to help them develop TV

advertorials - which are commonly used as a form of advertising and product placement.

Social media

Social media lets you bypass the media and go straight to your customers. Using social
networking sites such as Facebook and Twitter allows you to follow and be followed by

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journalists, drive web traffic, manage issues by responding quickly to criticisms or negative
perceptions, and increase exposure for your business brand.

Newsletters

Print or emailed newsletters have long been a good way to promote your business,
communicate with customers and keep them informed of new product and services.

Regular newsletters can strengthen your personal connections with customers and reflect
your business brand and personality.

Brochures and catalogues

'Take home' or mail-out brochures or catalogues can help keep your customers thinking
about your business and its products and services.

Properly designed brochures and catalogues give customers confidence in you and what
you sell, and help drive customers to your website. Information contained in business
brochures and catalogues can be effectively reworked for your website, helping you do
business online.

Business Events

Events are opportunities for business people to gain exposure for their businesses, promote
new products or services and make sure accurate information reaches targeted customers.

From a sales point of view, events are a chance to counter customer doubts and build
customer confidence. They can also help you research your market and competitors, and
build your mailing list.

Trade shows are an opportunity for businesses to compete in their industry and share
information with people in similar lines of work.

Speaking Engagements

Speaking at events where customers are likely to attend helps position you as a leader or
innovator in your field. As a business owner or leader, building your reputation as an expert
also builds the reputation of your business - and draws new customers.

Events are valuable promotional opportunities even if you don't have top billing as a
speaker. You will build reputation simply by having your business name or logo on the event
listing, or delivering a presentation about a new product or innovation.

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Sponsorships or Partnerships

Partnerships and sponsorships are good for business. Supporting a not-for-profit cause can
help build feelings of goodwill towards your business. Community partnerships may involve
an exchange of funds or in-kind benefits to grow a local community organisation in return
for benefits that promote your business reputation.

Partnerships can help consumers identify your brand with good business practice and good
ethics.

Employee relations

Your staffs are ambassadors for your business and its brand. Many larger businesses
conduct employee relations - building their business culture and team relationships by
sharing information, promoting involvement and instilling a sense of pride in business
achievement. This can improve teamwork, staff retention and productivity.

Community relations

Building good relationships with members of the community where you do business helps
build customer loyalty. Find out where the customers in your community live by collecting
postcodes at point of sale.

Engaging local stakeholders and decision makers helps build your profile and level of
influence, helping you to attract more customers through word-of-mouth and ensuring
your business interests are factored into community decision making.

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UNIT 6: MEDIA OF COMMUNICATION

Contents

6.1. Introduction

6.2. Overview of media of communication

6.3. Oral Communication

6.4. Speech

6.5. Telephone vs face to face conversation

6.6. Active Listening

6.7. Interviews

6.8. Meetings

6.9. Written Communication

6.9.1. Business Letter Writing

6.9.2. Memo and Report Writing

6.1. Introduction

Medias of communications are the storage and transmission channels or tools used to store
and deliver information or data. It is often referred to as synonymous with mass media or
news media, but may refer to a single medium used to communicate any data for any
purpose.

Communication occurs in several forms, including oral, non-verbal, written, and electronic.

Oral communication, while referring primarily to spoken, verbal communication, can also
employ visual aids and non-verbal elements to support the conveyance of meaning. Oral
communication includes speeches, presentations, discussions, and aspects of interpersonal
communication. Body language and tonality play a significant role, and may have a greater
impact upon the listener than informational content. This type of communication also
garners immediate feedback. (Figure 1)

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Non-verbal communication is the process of communicating by sending and receiving
wordless (mostly visual) cues between people. Messages can be communicated through
gestures and touch, body language or posture, and facial expression and eye contact.
Speech contains non-verbal elements known as paralanguage, including voice quality, rate,
pitch, volume, and speaking style, as well as rhythm, intonation, and stress.

Written communication has non-verbal elements such as handwriting style, spatial

arrangement of words, or physical layout of a page. However, much of the study of non-
verbal communication has focused on face-to-face interaction, which can be classified into
three principal areas: environmental conditions where communication takes place, physical
characteristics of the communicators, and behaviors of communicators during interaction.

Electronic communication uses a variety of electronic media (phone, fax, internet) to

facilitate communication between two parties.

6.2. Overview of Media of Communication

It is either associated with communication media, or the specialized mass media

communication businesses such as print media and the press, photography, advertising,
cinema, broadcasting (radio and television) and publishing.

6.3. Oral Communication

Types of Short Speeches

1. Introduction: - Helps to familiarize the audience with the person or idea and attempt to
encourage the audience to accept what follows.

2. nBriefings: - A short, to-the-point, and very concise speech that keep people generally
informed.

3. Informative talk: - Its purpose is to provide individuals with the information they
previously didn’t have. It is longer than briefing.

4. Recognition: - This speech is made to present an award or special recognition to an

individual or a group.

5. Welcomes: - is made by someone who is called up on to welcome guests. It should

convey information in a friendly and sincere manner.

Principles of Preparing Short Speeches

a) Know your subject.

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b) Know your audience.

c) Be well-organized.

d) Involve your listener(tell a story, tell a hypothetical story, present statistics, use
quotation, tell a joke…etc)

e) Plan your conclusion.

f) Maintain poise (avoid nervousness by being knowledgeable, and well organized).

6.4. Speech

Speech Presentation Methods

1. Extemporaneous Presentation: - is the use of note rehearsal and presenting the speech
from the note. It is the most popular and effective method of presentation.

2. Impromptu Talk: - Is speaking by thinking and only using a sketch of ideas.

3. Memorized Presentation: - is the most difficult method of short speech presentation.

4. Textual Delivery: - is presentation of short speech by reading.

6.5. Telephoning Vs. Face to Face Conversation

Active Listening

Listening is decoding and interpreting.

Guidelines that help in listening for facts: -

a) catalogue key words (rehearse)

b) review key words

c) be open and flexible

d) evaluate but do not tune out

e) resist distraction

Guidelines that help in listening for feelings

a) Listen with the speaker.

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b) Understand the words that are used according to the speaker’s connotations.

c) Listen to the non-verbal communications, hands, eyes, and facial expressions.

d) Listen and respond to what isn’t said. Ask questions.

e) Listen attentively.

• Advantages gained from effective listening: - the advantages one gains from effective
listening are information, ideas, and understanding.

6.6. Active Listening

Active listening is a communication technique used in counseling, training, and conflict

resolution. It requires that the listener fully concentrate, understand, respond and then
remember what is being said.

It is a skill that can be acquired and developed with practice. However, active listening can
be difficult to master and will, therefore, take time and patience to develop. It involves
listening with all senses. As well as giving full attention to the speaker, it is important that
the ‘active listener’ is also ‘seen’ to be listening – otherwise the speaker may conclude that
what they are talking about is uninteresting to the listener.

6.7. Interviews

Interview is a method of personal appraisal through face-to-face conversation and

observation. The employment interview is the first interview you will experience in
business. Companies do interviewing during periodic evaluations. They interview their
workers to communicate evaluations. The exit interview is given to a worker when he/she
leaves a company.

Guidelines For the Interviewer

1. Plan (determine what is needed): - What information do you need? You can write your
needs in a series of specific questions.

2. Put the interviewee at ease (use your social skills): - you could begin with comments or
questions about the interviewee’s sports interests, hobbies…etc.

3. Explain the purpose of the interview: - make the purpose clear.

4. Let the interviewee do most of the talking: - you can get the information you want only
when the interviewee talks. You should talk only to guide the course of the interview or to
carry the discussion through specific questions that would cover what you want to cover.

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5. Guide the interview through the plan: - you ask specific questions and you end answers
when you have the information you need.

6. Listen and make apparent that you are listening: - give the appearance of listening. Your
interviewee will be more relaxed and talk more if they have your undivided attention.

7. Keep record: - record information either during the interview or soon after.

8. End the interview: - end with a finalizing question. E.g. “is there anything else you would
like to tell me?”

Kinds of Interview

1. Direct interview: - straight away questions are asked. Rather than the in-depth
knowledge, the skills, character, interest of the interviewee is observed.

2. Indirect interview: - questions are not raised directly by the interviewer. The
interviewee is requested to express his views on any topics as he/she likes.

3. Structured interview: - here you guide the interview bys using detailed list of questions.

4. Unstructured interview: - the interviewer has 3 or 4 main questions. Other questions

build on what the interviewee says.

5. Stress interview: - irritating questions are put before the interviewee by the
interviewer. If any applicant gets angry when these types of questions are put to him/her,
the particular applicant is evaluated as unfit for the job. E.g. the interviewer may ask :-
“how many legs does an eight-legged insect has?” “Dear Ato Belete, what is your name?”

Thus, interviewing is a series of questions and answers usually involving two people whose
primary purpose is to obtain information of a particular subject.

6.8. Meetings

Formal meetings are held when the issue to be discussed or business to be conducted is
especially important when there is a sharp division of opinion among the members, or
when a large group is attending.

An informal meetings is a meeting on which strict adherence to the rules of the

parliamentary procedure is not considered necessary.

Techniques of conducting meetings as a leader

Plan the meeting

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 Follow the plan

Move the discussion

Control those who talk too much

Encourage participation from those who talk too little.

Control time

Important Meeting terms.

Quorum: - minimum number of meeting members.

Adjournment: - postponement of meeting.

Amendment: - is altering of a motion by adding or deleting content.

Seconding: - speaking in support of a motion.

Opposing: - speaking against the motion by an opposer.

Motion: - proposal put before a meeting for consideration.

Resolution: - a formal decision of a meeting.

6.9. Written Communication

Adaptation: - is fitting the message to the specific reader in written communication. All
readers do not have the same ability to understand messages. Thus, the writer should form
his/her messages to fit the person’s mind.

Visualizing the reader: - the writer should form a mental picture of what the reader is
like, what the reader knows about the subject, educational level, and how he/she thinks.

Adapting to receivers will mean communicating at a level lower than yours.

Adapting to multiple readers: - refers to fitting the message to communicate with two or
more readers. If your readers range from college graduates to grade 1-4, adapt to the low
level when communicating; that is adapt to people from grade 1-4. If you write to a higher
level, you will miscommunicate with those at the lower level.

• Selection of the right words

The following rules suggest that you simplify your writing or select words that the reader
will understand.

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a) Use familiar words: - E.g.

Unfamiliar words Familiar words

- endeavor - try

- terminate - end

- utiize - use

b) Use short words over long words: - short words communicate better. Long words
confuse the reader because they are difficult. Long words appear hard, thus our mental
filters receive them as difficult words. E.g.

Long words short words

- During the preceding year - last year

c) Use concrete language: - concrete words form sharp, clear meanings in your readers’
mind. Concrete words are the opposite of abstract words that have vague meaning.
Concrete words stand for things the reader can see, feel, hear, taste or smell.

* Concrete words: - desk, door, pen, road…

* Abstract words: - negotiation, freedom…etc

Concrete also means exactness. Words that are exact or specific are concrete; those that
are vague and general are abstract. E.g.

Abstract Concrete

- A significant increase - 53 % increase

- Good attendance - 100 % attendance

- In the near future - by Wednesday

d) Use active voice: - use active voice but do not eliminate passive voice. Active voice is
stronger and shorter. E.g.

Active: - W/ro Kassech inspected the books.

Passive: - The books were inspected by W/ro Kassech

e) Avoid unnecessary words. Write as you would talk. E.g.

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 Avoid Say instead

- As in above - above

- As you all well know - as you know

f) Write to express not to impress: - Burying your ideas in the sea of words in trying to
impress, will bring no credit to you. Thus, eliminate the extra paragraphs, sentences and
words.

g) Avoid gender-biased words: - many words in our language suggest male dominance. For
reasons of fair play as well as courtesy, you would do well to avoid these words. Some of
the more troublesome gender-biased words and suggestions to be avoided include: -

1. Masculine pronouns for both sexes: - avoid using the masculine pronouns (he,him,his) for
both sexes.

2. Words derived from masculine gender

Gender biased Non-gender biased

- Chairman - chairperson

- Man-made - manufactured

- Policeman - police officer

- Fireman - Fire fighter

- Businessman - business person

- Cameraman - camera operator

3. Words that demean women’s status that belittle the status of woman.

Gender biased Non-gender biased

- Lady lawyer - lawyer

- Authores - author

- Poetess - poet

• Construction of clear sentence and paragraphs: - involves using the simpler sentence
structure to reach people with lower communication abilities. It involves using the more
complex sentence only when they are appropriate.

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- Emphasis on short sentences: - the longer a sentence is the harder it is to understand.
Short sentences are achieved in two ways:-

1. By limiting sentence content

2. By expressing thoughts in fewer words by using words economically.

Economizing on words in a sentence: - work for shorter ways of saying things.

• Suggestions

a) Avoid cluttering phrases: - substitute them by shorter wording without loss of meaning.
Example: -

Cluttering phrases Short substitutions

- at the present time - now

- for the reason that - because

- in the near future - soon

b) Avoid roundabout ways of saying things: - this means not constructing sentence in a
direct way.

c) Avoid unnecessary repetition of words or thoughts: - repeat only for effect and
emphasis. E.g.

i. Needless repetition

- Modern, up-to-date equipment will be used.

- He reported Friday morning at 8 a.m.

- We should plan in advance for the future.

- In my opinion, I think, the plan is good

ii. Eliminating needless repetition

- Modern equipment will be used.

- He reported Friday at 8 a.m.

- We should plan

- I think the plan is good.

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• Determining emphasis in sentence.

Sentence length affects emphasis. Short, simple sentences carry more emphasis than longer
ones. Longer sentences give less emphasis to their contents.

• Give paragraphs unity

Paragraph unity means oneness. So, you should build the paragraph around a single topic or
idea that is you should include only major topic or idea and the supporting details that help
to develop it.

• Keeping paragraphs short

Generally, paragraphs should be short. They help your reader to follow the paragraph
organizational plan.

Specifically, they emphasize the beginning and ending of each item covered and they give
added emphasis to the facts presented.

• Making good use of topic sentence: - topic sentence is the sentence that expresses the
main idea in the paragraph.

-The most common used paragraph plan should be: -

a) Topic sentence first: - is the most widely used paragraph plan. It puts topic sentence first
and supporting material next. It gives good emphasis to the major point.

b. Topic sentence last: - it begins with supporting details and ends with the conclusion.

c. Topic sentence within the paragraph: - this arrangement places the topic sentence in the
middle.

• Effects of words: - Positive words are good for your letter goals. They put the reader in
the right frame of mind. They most likely persuade readers. Negative words produce the
opposite effect. They stirrup resistance and hurt goodwill. Negative words convey unhappy
and unpleasant thought. E.g. mistake, problem, error, damage, loss and failure. Words that
deny: - no, do not, refuse, stop, are negative words.

•Courtesy in communication: - Courtesy refers to treating people with respect and friendly
human concern. It leads to friendly relation between people.

- Courtesy in letter includes: -

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a) Singling out your reader: - letters that appear to be written for one reader tend to make
the reader feel important and appreciated. You can refer the reader by name.

b) Refrain from preaching (lecturing): - Elementary, flat, and obvious statements often
sound preachy. Telling someone something that he/she already knows is insulting.
Refraining from preaching means avoiding the tone of lecture because it hurts goodwill.

c) Avoid anger: - The effect of angry words is to make the reader angry. Angry words
destroy goodwill. So, always avoid anger in your writing.

d) Being sincere: - you must convince your readers that you mean what you say. Courtesy
treatment is sincere treatment.

The role of emphasis: - Emphasis means giving proper attention to items in a message.

There are 4 major emphasis techniques: -

1. Emphasis by position: - The beginnings and endings of a unit or written communication

carry more emphasis than do the center parts. The first and last paragraphs of a letter; first
and last sentences of a paragraph; first and last words of a sentence all carry more
emphasis than the middle parts.

2. Emphasis by space: - the more space one gives a topic, the more emphasis the topic
receives.

3. Emphasis by sentence structure: - Short, simple sentences emphasize content; but long
sentence does not.

4 Emphasis by mechanical means: - mechanical devices such as color, diagram, give

emphasis: - quotation marks such as italics, solid capitals, arrows…etc, give emphasis.

• Coherence in communication: - Coherence is the orderly connection of an idea with

another so that each follows smoothly and logically toward predetermined objectives.
Words and ideas must be arranged so that they stick together naturally within each
sentence.

6.9.1. Business Letter Writing

A business letter will be good if: -

1. It is accurate in its statement.

2. it uses language appropriate to the reader and subject.

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3. it uses simple, clear and concise language.

4. it is attractive in its appearance.

5. it is grammatically correct.

6. it achieves its purpose.

• Letters that say ‘Yes’

The basic steps of a ‘yes’ letter: -

a) acknowledge the inquiry

b) say yes

c) provide information needed

d) make constructive suggestions

e) add sales appeal

f) close the letter friendly

• Letters that say ‘No’

In the refusal letter, you have two goals. 1st to say ‘No’. 2nd to maintain goodwill. You
could achieve the 1st goal simply by saying ‘No’ plainly and directly. Maintaining goodwill
however, requires more. It requires you to explain your decision and justify it.

It requires that you convince your reader that no answer is fair and reasonable.

• Steps in a ‘No’ Letter

a) introductory acknowledgement

b) explanation of the situation

c) refusal(No)

d) constructive alternative suggestion

e) sales appeal

f) friendly close

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• Letters for special situations: - include all letters that provide the opportunity to express
your feelings about personal matters…etc.

a) letters expressing thanks: - they acknowledge the gifts or favors and express
appreciation.

b) Letters of appreciation: - they show approval, positive reception of an action or

situation.

c) Letter of congratulation: - is written to cheer, applaud on good wishes to somebody.

Promotions, elections, and events such as births, engagements, weddings…etc call for
acknowledgement.

Letter of congratulation take a warm, enthusiastic and friendly tone.

Letter of sympathy: - they are written to the family of the deceased or the family of a
business partner (friend) who has passed away.

6.9.2. Memo and Report Writing

Memo is an acronym for memorandum which is a written means of communication used

within an organization. It is a letter to people in the same organization. It is less formal than
letters. Because it is only used to communicate inside one organization itself, and its parts
are less wide than a letter. Most companies use standard memo forms on which the guide
words are:

To:

From:

Date:

Subject:

Report writing

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• Define the problem - the first task of report writing is to identify the problem and state it
accurately, objectively, and clearly.

• Identify the readers - Before attempting to solve a problem. You must know who
desired to have the problem solved.

• Who is going to be the primary reader of the report?

• Will there be secondary readers and there is a potential of writer circulations of the
report?

• Who reads the report can influence what goes into the report.

• Knowledge of your audience is a key to effective communications.

• State a Specific Purpose - where as the statement of the problem may be somewhat
general, the statement of the purpose is very specific.

• The purpose of statement is exact, precise, and narrow.

• Define the terms

- Defining terms adds greater specificity.

- In defining terms, you use working definitions that may not be identical with dictionary or
common usage definitions.

* How are you going to collect the data you need to analyze the situation and solve the
problem?

* Some of the procedure that are conceivably might be used to gather data include.

-A mail questionnaire. - A standardized test

- Library research - An expedient

- Interview or - Personal observation.

* Consider the scope and limitation

- Deciding how deep or how shallow you plan to go in analyzing the problem.

- It is necessary to specify the limitations before you start your research and writing.

* Evaluate Time and Money Constraints

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- Organizations are concerned about how long it will take to obtain the answer they want
and how much it will cost.

* Make an outline

Before jumping unto the report -writing and decision making process, the final activity of
the planning stage is to prepare an initial outline.

Gathering Information: Secondary Primary sources

* Books - are written on every conceived topic. You must know how to use the library book
indexes.

* Magazines and Periodicals - Generally more current than books.

- Contain articles that indicate current trends and new research findings.

* Newspapers - for every current information news papers are excellent sources.

- The nation’s major dailies often have capability of providing detailed statements of
current events.

* Reports, Bulletins, and Brochures-corporations, foundations, Universities, Professional,

Societies and other often produce reports. Bulletins and brochures that provide information
you may need.

* Government Documents - The nature of the publications range from very sophisticated
technical reports and translations of report written in foreign countries to numerous simple
bulletins is every day topics.

* Questionnaires

- a primary source of information

- A popular means of obtaining information today is via questionnaires or surveys.

- It is relatively inexpensive way to gather volumes of data.

* Careful questionnaires planning.

- Whom to question - What kind of questionnaires.

* Designing your own questionnaires.

- Sequences questions carefully.

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- Ask simple questions for easy response

- Address only one topic in each question

- Do not ask a leading question

- If you provide open -ended questions, make them specific.

* Questionnaires Introduction - If you are mailing a questionnaire to individuals, it is wise to

introduce it with a cover letter.

* Interview has the built - in advantage of providing for a two -way exchange between the
interviewer and the interviewee.

Basically two ways to interview

Face to face interview

Telephone interviews

• Observation - when confronted with a situation that needs to be reported, more precise
observation must be used.

• Experiment - Sometimes can be used to obtain primary information.

You and your expertise - An integral part of your writing and your eventual
recommendation is your ability to comprehend the situation.

REFERENCES

Bovee, C,I; thill, JV (1992) : Business Communication today, MC Graw, hill mc, sanffrancisco,
3rd edition.

Danieels, T.D; spiker, BK. (1998) Perspective on organizational communication, 3rd edition.

Chabra Vivek (1998). Communication Skills. 1st edition.

Hamilton & Parker: (1987) Communication for results, second edition.

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Krizan, Merrier, And Jones. (2002) Business Communication, 5th. Edition. Cincinnati: South-
Western Publishing Company..

Marry Cullina: Business communication, principle and process 2nd edition.

Murphy H.A Hilderbrandt, HW. (1991) Effective Business Communication. Mc Graw Hill

Publishing co, New York, 5th ed..

Sigband and Bateman: (1981) Communicating in Business.

Wayne, FS; Dauwalder, (1994) DO: Communicating in business, Irwin, Boston.

Soreson, R and Others; (1997) Business and management communication, prentice hall,
new jersiy 3rd ed.

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