Direction – Communication

Communication is fundamental to the existence and survival of humans as well as

to an organization. It is a process of creating and sharing ideas, information, views,
facts, feelings from one place, person or group to another. Communication is the
key to the Directing function of management. A manager may be highly qualified
and skilled but if he does not possess good communication skills, all his ability
becomes irrelevant. A manager must communicate his directions effectively to the
subordinates to get the work done from them properly.

Communication Meaning

Effective communication is understood as the exchange of facts, thoughts,

information, or opinions between two or more people to create confidence or
mutual understanding. There are many ways to communicate – actions, words,
symbols, etc. As long as people in the organization can share the meaning and
understand one another, communication exists. In other words, communication is
the transfer of information and understanding from one employee to another.

Features of Communication

There are two important features of communication:

1. It needs at least two people – a receiver and a sender

2. Just because people communicate, it does not mean that they trust each
other. However, the receiver must understand the information exchanged.

It is important to note that the receiver might not agree with the exchanged
information. Communication is effective when the people communicating
understand the information despite the disagreement. Communication allows
people to exchange information, opinion, experience, etc. It is the bridge the helps
understanding.

Importance of Communication
1. The Basis of Co-ordination:-The manager explains to the employees the
organizational goals, modes of their achievement and also the interpersonal
relationships amongst them. This provides coordination between various
employees and also departments. Thus, communications act as a basis for
coordination in the organization.

2. Fluent Working:-A manager coordinates the human and physical elements of

an organization to run it smoothly and efficiently. This coordination is not possible
without proper communication.

3. The Basis of Decision Making:-Proper communication provides information to

the manager that is useful for decision making. No decisions could be taken in the
absence of information. Thus, communication is the basis for making the right
decisions.

4. Increases Managerial Efficiency:-The manager conveys the targets and issues

instructions and allocates jobs to the subordinates. All of these aspects involve
communication. Thus, communication is essential for the quick and effective
performance of the managers and the entire organization.

5. Increases Cooperation and Organizational Peace:-The two-way

communication process promotes co-operation and mutual understanding amongst
the workers and also between them and the management. This leads to less friction
and thus leads to industrial peace in the factory and efficient operations.

6. Boosts Morale of the Employees:-Good communication helps the workers to

adjust to the physical and social aspects of work. It also improves good human
relations in the industry. An efficient system of communication enables the
management to motivate, influence and satisfy the subordinates which in turn
boosts their morale and keeps them motivated.

Process of Communication
Communications is a continuous process that mainly involves three elements viz.
sender, message, and receiver. The elements involved in the communication
process are explained below in detail:
1. Sender:-The sender or the communicator generates the message and conveys it
to the receiver. He is the source and the one who starts the communication

2. Message:-It is the idea, information, view, fact, feeling, etc. that is generated by
the sender and is then intended to be communicated further.

3. Encoding:-The message generated by the sender is encoded symbolically such

as in the form of words, pictures, gestures, etc. before it is being conveyed.

4. Media:-It is the manner in which the encoded message is transmitted. The

message may be transmitted orally or in writing. The medium of communication
includes telephone, internet, post, fax, e-mail, etc. The choice of medium is
decided by the sender.

5. Decoding:-It is the process of converting the symbols encoded by the sender.

After decoding the message is received by the receiver.

6. Receiver:-He is the person who is last in the chain and for whom the message
was sent by the sender. Once the receiver receives the message and understands it
in proper perspective and acts according to the message, only then the purpose of
communication is successful.

7. Feedback:-Once the receiver confirms to the sender that he has received the
message and understood it, the process of communication is complete.
8. Noise:-It refers to any obstruction that is caused by the sender, message or
receiver during the process of communication. For example, bad telephone
connection, faulty encoding, faulty decoding, inattentive receiver, poor
understanding of message due to prejudice or inappropriate gestures, etc.

Types of Communication
1. Formal Communication:-Formal communications are the one that flows through
the official channels designed in the organizational chart. It may take place between a
superior and a subordinate, a subordinate and a superior or among the same cadre
employees or managers. These communications can be oral or in writing and are
generally recorded and filed in the office. Formal communication may be further
classified as Vertical communication and Horizontal communication.

 Vertical Communication:-Vertical Communications as the name suggests

flows vertically upwards or downwards through formal channels. Upward
communication refers to the flow of communication from a subordinate to a
superior whereas downward communication flows from a superior to a
subordinate. Application for grant of leave, submission of a progress report,
request for loans etc. are some of the examples of upward communication.
Sending notice to employees to attend a meeting, delegating work to the
subordinates, informing them about the company policies, etc. are some
examples of downward communication.
 Horizontal Communication:-Horizontal or lateral communication takes
place between one division and another. For example, a production manager
may contact the finance manager to discuss the delivery of raw material or its
purchase.

Types of communication networks in formal communication:

 Single chain: In this type of network communications flows from every

superior to his subordinate through a single chain.
 Wheel: In this network, all subordinates under one superior communicate
through him only. They are not allowed to talk among themselves.
 Circular: In this type of network, the communication moves in a circle. Each
person is able to communicate with his adjoining two persons only.
 Free flow: In this network, each person can communicate with any other person
freely. There is no restriction.
 Inverted V: In this type of network, a subordinate is allowed to communicate
with his immediate superior as well as his superior’s superior also. However, in
the latter case, only ordained communication takes place.

2. Informal Communication:-Any communication that takes place without

following the formal channels of communication is said to
be informal communication. Informal communication is often referred to as the
‘grapevine’ as it spreads throughout the organization and in all directions without any
regard to the levels of authority. Informal communication spreads rapidly, often gets
distorted and it is very difficult to detect the source of such communication. It also
leads to rumours which are not true. People’s behaviour is often affected by rumours
and informal discussions which sometimes may hamper the work environment.
However, sometimes these channels may be helpful as they carry information rapidly
and, therefore, may be useful to the manager at times. Informal channels are also
used by the managers to transmit information in order to know the reactions of
his/her subordinates.

Types of Grapevine network:

 Single strand: In this network, each person communicates with the other in a
sequence.
 Gossip network: In this type of network, each person communicates with all
other persons on a non-selective basis.
 Probability network: In this network, the individual communicates randomly
with other individuals.
 Cluster Network: In this network, the individual communicates with only
those people whom he trusts. Out of these four types of networks, the Cluster
network is the most popular in organizations.

3. Unofficial Communication:-There is also an unofficial way of communication.

Unofficial communication refers to employee communication outside of the
workplace on matters unrelated to work. Friendly meetings, dinner outings, and
social gatherings among employees are examples of unofficial communication
channels. The management must be aware of the existence of such a channel and the
information flowing through it.
Barriers of Communication
The communication barriers may prevent communication or carry incorrect meaning
due to which misunderstandings may be created. Therefore, it is essential for a
manager to identify such barriers and take appropriate measures to overcome them.
The barriers to communication in organizations can be broadly grouped as follows:

1. Semantic Barriers:-These are concerned with the problems and obstructions in

the process of encoding and decoding of a message into words or impressions.
Normally, such barriers result due to the use of wrong words, faulty translations,
different interpretations, etc. For example, a manager has to communicate with
workers who have no knowledge of the English language and on the other side, he is
not well conversant with the Hindi language. Here, language is a barrier to
communication as the manager may not be able to communicate properly with the
workers.

2. Psychological Barriers:-Emotional or psychological factors also act as barriers to

communication. The state of mind of both sender and receiver of communication
reflects in the effective communication. A worried person cannot communicate
properly and an angry recipient cannot understand the message properly. Thus, at the
time of communication, both the sender and the receiver need to be psychologically
sound. Also, they should trust each other. If they do not believe each other, they
cannot understand each other’s message in its original sense.

3. Organizational Barriers:-The factors related to organizational structure, rules

and regulations authority relationships, etc. may sometimes act as barriers to effective
communication. In an organization with a highly centralized pattern, people may not
be encouraged to have free communication. Also, rigid rules and regulations and
cumbersome procedures may also become a hurdle to communication.

4. Personal Barriers:-The personal factors of both sender and receiver may act as a
barrier to effective communication. If a superior thinks that a particular
communication may adversely affect his authority, he may suppress such
communication. Also, if the superiors do not have confidence in the competency of
their subordinates, they may not ask for their advice. The subordinates may not be
willing to offer useful suggestions in the absence of any reward or appreciation for a
good suggestion.
Communication Channels
 Digital communication channels –To reach and engage their staff, most firms
use digital communication platforms. They include a variety of online tools that
employees utilize to stay in touch with one another and stay up to date on
corporate news and developments. This form of communication channel is
thought to be the most effective of all. A few examples are social media, intranets,
employee collaboration software, project management tools, feedback software,
etc.

 Face-to-face communication channels –Face-to-face communication is still

vitally crucial in the workplace, despite the fact that electronic forms of
communication are gaining over. It is still crucial since many situations require
nonverbal communication (body language, gestures, signs, facial expressions,
etc.).

 Written communication channels –Within corporations, this sort of

communication is nearly extinct. However, textual communication is still
required when communicating critical policies, letters, memos, manuals, notices,
and announcements to employees. But, for external communications with the
customers, retailers, distributors and other individuals, written communication is
still the most effective. A few examples are emails, live chat, text messages,
blogs, newsletters, written documents, etc.

Models of Communications
 Linear Model – In this model, a sender encrypts a message and sends it to the
recipient via a channel. The message is decoded by the receiver. There could be
obstacles or background noise in the communication process. Also known as
Straight-line communication, it is most common in mainstream media such as
television, radio, and newspapers. There is no way to get immediate feedback in
this model.

 Interactive Model – The Interactive model is similar to the Linear model, except
it includes feedback. The feedback concept was introduced to the model, which
gave a closer simulation of interpersonal human interaction than was previously
known. Interactional models follow two channels in a more dynamic perspective
of communication. After receiving the message, the receiver encodes and
transmits a response to the original sender, who has now become the receiver. A
common example of this model is a telephonic call.
 Transactional Model – In the Transactional Model, the receiver and sender can
both perform the same roles at the same time, as messages can be sent back and
forth at the same time. People generate shared meaning in a more dynamic
process in the transactional model. To create common meaning, there must be
some overlap in realms of experience. In other words, if people are to
communicate at all, communicators must share at least some degree of cultural,
linguistic, or environmental commonality.

Verbal Communication
Vocal communication is accompanied by auditory signals produced by a vibrating
organ, such as the larynx in mammals’ throats. The vocal communication is the
process through which speakers’ express emotions by changing the nonverbal
components of their speech, and listeners use nonverbal aspects of speech to infer the
speaker’s emotional experience. This comprises aspects of the voice such as
intonation, stress, volume, speed, and accent interference. We use vocal
communication to frame our message more effectively. This form of communication,
as well as voice features such as pauses and focus stress, are used to build a structure
that allows the listener to follow your message.

 Intonation – Intonation defines how the pitch of your voice increases and falls
during a speech. A shift or variation in pitch can have an impact on the meaning
of what we say.
 Stress – Stressing is the process of emphasizing a word or statement in order to
bring attention to it. Stress syllables and words are said louder, for a longer
period of time, and with a higher pitch. When the speaker is monotone, these
crucial cues are missing, and the message becomes puzzling.
 Pauses – The pause allows the speaker to gather his or her thoughts before
making the final argument. This allows the audience to stay up with you while
also giving them time to process what you just stated.
 Focus Stress – The listener’s attention is drawn to a certain word or phrase
when there is focus tension. The employment of focus stress is used to clarify,
emphasize, or demonstrate the difference.
 Pace – Pace is the rate at which you speak. The pace might be rapid, slow, or
moderate, and it can fluctuate throughout. It is claimed to vary the tempo,
quickening up at times and then slowing down depending on the scenario and
the significance of the context, in order to keep the audience’s attention.
Nonverbal Communication
Non-Vocal Communication is the technique of transmitting meaning without the use
of written or spoken words. Non-verbal communication refers to any communication
between two or more people that involves the use of facial expressions, hand
motions, body language, postures, and gestures. These non-vocal cues can provide
insights, supplementary information, and significance in addition to spoken
communication. Non-vocal elements such as unspoken symbols, signs, and signals to
express meaning are examples of verbal communication. Non-vocal elements such as
body language, gestures, facial emotions, and eye contact are examples of nonverbal
communication.

 Signals:-Signals are movements that are used to express to others one’s wants,
desires, and feelings. Signaling is a type of expressive communication. The
primary goal of signals is to change a single environmental aspect in order to
attract attention and convey meaning.

 Signs:-Signs do not belong to any specific language, although they are found in
practically every region of the world. The primary distinction between a sign and
a signal is that a sign (such as traffic lights or a police officer’s badge) has
inherent meanings, but a signal (such as a scream for aid) is only a means through
which extrinsic meanings can be formulated.

 Symbols:-The symbol has been defined as any device that can be used to create
an abstraction. Symbols are visual representations of an event, activity, object,
person, or location that can be used to convey information about that event,
action, thing, person, or location. Symbols can be used to communicate in both
receptive and expressive modes. The more closely a symbol resembles what it
represents, the more tangible it is.

 Icons:-An icon is a visual representation of an application, a capability, or

another concept or distinct thing that has meaning for the user. Icons are typically
thought to be dense collections of linked and unconnected symbols.

 Gestures:-A gesture is a movement of the hand, arms, or other bodily part meant
to express or accentuate something, most often while speaking. Gestures can also
develop a communication lexicon that is more or less unique to each culture.

 Proxemics:-Proxemics is the study of how people from diverse cultures use time
and space, as well as body positions and other elements, to communicate. The
 proxemics is the study of what people express by standing closer or farther apart.
Standing very close to someone to whom we are about to disclose something
private is one example. Another example is backing away from someone when
we feel our personal space is being infringed upon.

Upward Communication
When the flow of information in an organisation, is from lower levels of the
corporate ladder to the upper levels, is named as upward communication. This
form of communication, helps employees, to express their views, ideas or
grievances with the top management. It is possible only in a democratic
environment, wherein employees have a say in management.

Upward communication flows from subordinate to superior, which helps in the

increase in acceptance of management decision by the subordinates. However, it
suffers from various limitations like the long chain of command, lack of
confidence in superiors, fear of criticism, lack of common sharing, etc. In this type
of communication, the message can be transmitted either through oral media –
employer-employee meeting, grievance procedure, open door policy, etc. and
written media – reports, letters, complaints, suggestions, etc.

Downward Communication
Downward communication can be defined as a transmission of information and
messages from the top level executives to the low-level employees. This means
that the communication is initiated by the highest level of management in the
corporate ladder, to convey orders, instructions, warnings or responsibilities to the
subordinates working in the organisation.

Downward communication is helpful for the managers in informing the employees,

the vision, mission, goals, objectives, policies and procedures of the organisation.
It can take the form of oral communication – as face-to-face conversation,
meetings, speeches, conferences, etc. and written communication – handbook,
notices, circulars, digital news display, warnings and so forth .

This type of communication suffers from various shortcomings like filtration of

message, misunderstanding and confusion, the reliability of the source, distortion
of the message, unclear message, message overload, etc.
 UPWARD DOWNWARD
BASIS FOR COMMUNICATION COMMUNICATION
COMPARISON
Meaning Upward communication Downward communication
is the line of is the formal chain of
communication through command established to
which subordinates can direct subordinates and
convey information, to convey information,
their seniors. pertaining to organization's
objectives, policies and
strategies.
Nature Participative and Authoritative and Directive
Appealative
Flow Subordinate to superior. Superior to subordinate.
Purpose To make complaints or To give orders,
appeal, give feedback instructions, advice or
and suggestions assign responsibilities.
Speed Slow Fast
Frequency Low Comparatively high
Examples Reports, direct letters and Circulars and Notices
proposals

Mass and Public Communications

The process of developing, sending, receiving, and analyzing messages for large
audiences via vocal and written media is known as Mass communication. Print
media, outdoor media, digital media and the Internet, social media, films, radio, and
television are all examples of these mediums. The method through which media
companies develop and disseminate messages to large audiences, as well as the
process by which those messages are sought, used, interpreted, and influenced by the
audience, is known as mass communication. When a person or a group of individuals
meet and begin sharing information with an audience or give a presentation on
specific themes to deliver a message, this is referred to as public
communication. Public communication can be defined as the act of sharing
information with the general public. Public speaking events, conferences, seminars,
and press conferences are all instances of public communication.
  Control of mass communications:-In serving the people, public
communicators are not totally free to follow their own whims. In several
nations, national authorities have complete control over all broadcasting, and
in some areas, print and cinema media are strictly regulated by the
government. Written and visual communications may be subject to censorship
and limits under local law.
 Effects of mass communications:-Mass communications are capable of
creating learning and changing attitudes and opinions in their listeners, with
the depth of the learning and changes restricted by the situation’s connected
elements. Some people believe that the overall impacts of mass
communication are safe for both children and adults. Many sociologists
believe that mass communication influences attitudes and behaviour. In the
voting behaviour of so-called undecided voters, the influence of newspapers,
journals, and television in shaping political opinions are fairly well recognized.
Advertising firms well-versed in television tactics have been introduced into
the political arena to organize campaigns and promote their customers’
images.

Diagonal communication
Diagonal communication, also known as crosswise communication, is a type of
business communication that occurs within an organization between individuals
who are not in a direct hierarchical relationship with each other but belong to
different departments or teams. In other words, it involves communication that cuts
across different levels and departments, forming a diagonal flow in the
organizational structure. Typically, communication in an organization flows
vertically (upward and downward) through the formal chain of command and
horizontally between individuals or units at the same level. Diagonal
communication breaks away from this traditional pattern by allowing individuals
from different departments or levels to communicate directly with each other.

Characteristics of diagonal communication

1/ Cross-functional Exchange: Diagonal communication enables communication

between employees or teams from different departments or functional areas. For
instance, it might involve interaction between marketing and finance, or between
production and human resources.
2/ Non-hierarchical flow: Unlike vertical communication, which follows the
formal chain of command (upward or downward), diagonal communication
disregards the hierarchical structure to some extent. It allows employees at
different levels to communicate directly without going through formal channels.

3/ Informal nature: Diagonal communication often takes place informally, which

means it may not adhere to strict protocols or formalities. It can occur through
unplanned conversations, emails, instant messaging, or even during social
gatherings.

4/ Middle Management Facilitation: Middle managers often play a vital role in

facilitating diagonal communication, as they have connections with various
departments and can bridge the gap between different levels of the organization.

5/ Customer-Centric Focus: Diagonal communication in an organization enables

different departments, such as marketing, sales, and customer service, to
collaborate more effectively to serve customers’ needs. Adopting this customer-
centric approach can result in higher customer satisfaction and stronger loyalty.