CHAPTER ONE

COMMUNICATION -AN OVERVIEW

Introduction
The term 'communication' originates from the Latin word communicare, which means to
share or impart. When used as per its function, it means a common ground of understanding.
Communication is the process of exchanging of facts, ideas and opinions and a means that
individuals or organizations use for sharing meaning and understanding with one another.
In other words, it is the transmission and interaction of facts, ideas, opinions, feelings or
attitudes. Communication is an interdisciplinary concept as theoretically it is approached from
various disciplines such as mathematics, accounting, psychology, ecology, linguistics, systems
analysis, etymology, cybernetics, auditing etc. Communication enables us to do important things:
to grow, to learn, to be aware of ourselves and to adjust to our environment.
1.1 Meaning of communication
Communication is a process, which involves organising, selecting and transmitting symbols in
an appropriate way to ensure the listener perceives and recreates in his own mind the intended
meaning of the communicator.
Communication involves the initiation of meaning in the listener, the transmission of
information and thousands of probable stimuli.
Human beings have a compulsive urge to communicate with each other. Mutual understanding is
not only based on communication but also is the core of human relations.
There can be no mutual understanding without communication; mutual understanding is the core
of human relations. Communication is like birth, death, breath and wanting to be loved apart of
life itself. Man is a communicating animal; he alone has the power to express in words. Sight,
sound, touch, smell and taste are the modes of exchange of messages. The story of man's
progress is the story of his progress in communication skills. The degree to which a civilization
or culture progresses is reflected in the state of its communication process.
Communication is a two-fold process between two parties- the sender and the receiver.
It involves an exchange and progression of thoughts, ideas, knowledge and information towards
a mutually accepted goal or direction.
Communication is a two way process of exchanging thoughts, ideas and feelings between
people in a commonly understandable ways.

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  Communication is considered effective when it achieves the desired responses or when
it has an effect on the receiver.
 Successful businesspersons and professional communicators owe a large part of their
success to their ability to minimize potential misunderstanding and effectively
communicate with others.
Here are some definitions by experts:
American Society of Training Directors: Communication is the interchange of thought or
information to bring about mutual understanding and confidence or global human relation.
Behind Brown: Communication is the transmission and interchange of facts, ideas, feelings or
course of action.
Alien Louis A.: Communication is the sum of all the things one person does when he wants to
create understanding in the mind of another. It involves a systematic and continuous process of
telling, listening and understanding.
Ordway Tead: Communicating is a composite of information given and received, of a learning
experience in which certain attitudes, knowledge and skills change, carving with them alterations
of behaviour, of listening effort by all involved, of a sympathetic fresh examination of issues by
the communicator himself, of a sensitive interacting points of view, leading to a higher level of
shared understanding and common intention.
Theo Haiemann: Communication is the process of passing information and understanding from
one person to another. It is the process of imparting ideas and making oneself understood by
others.
M.T. Myers and G.E. Myers: Communication refers to a special kind of patterning:
Patterning, which is expressed in symbolic form.
For communication to take place between or among people, two requirements must be met:
 A symbolic system must be shared by the people involved (we need to speak the same
language or jargon or dialects) and
 The associations between the symbols and their referents must be shared.
 Interms of Business:

Communication is defined as “The flow of material information perception, understanding

and imagination among various parties”.
Business includes those organizations, which are engaged in the production and distribution
of goods and services to earn profit.
Therefore Business communication means, “Flow of information, perception etc. either
within a business organization or outside the organization among different parties”.

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1.2 Significance of Communication
The term business communication is used for all messages that we send and receive for official
purpose like running a business, managing an organization, conducting the formal affairs of a
voluntary organization and so on.
Business communication is marked by formality as against personal and social communication.
a. Communication is the lifeblood of an organization..
A business Organization is a group of people associated to earn profit. Various kinds of activities
have to be performed by the people of an organization so as to earn profit. These activities need an
effective and systematic communication. Without efficient communication, one can not even imagine
to do work and hence will be unable to earn profit. Since the aim of business organization is to earn
profit, the organization will die without profit and this death is a result of the absence of
communication. This is why communication is called life blood of a business organization.
b. Communication is important in our career and personal life. Our jobs, promotions and
personal reputation often depend on the success or failure of our written and oral
communications. Especially if your job requires mainly mental work, your success will be
strongly influenced by how effectively you communicate your knowledge, ideas, proposals,
reports etc.
c. communication skills are the main responsibilities in some jobs: The following are some
instances where good communication skill is given emphasis.
-Public relations
-Customer relation
-Labor relations
-Sales
-Teaching etc.
d. Helps in getting a desired job:-
Getting a desired job is not an easy task.
It requires a person to be excellent, especially in terms of communication abilities.
Communication abilities can be classified into five categories that is reading, writing, speaking,
listening and observing.
If a candidate is a good reader of not only text books and reference books but also of newspapers and
magazines, this would help him developing confidence level at the time of interview. Writing skills
are necessary for preparing an appropriate

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Listening abilities on the other could prove to be fruitful especially when the interviewer is making a
comment or asking a question. In short we can say that the presence of above mentioned five
communication skills could give a better chance of being selected during an interview.
e. Help in maintaining social relationships:-
We as human beings live in a cobweb of relationships rather social relationship. These social
relations compel us to act simultaneously in the capacity of father, child, husband, uncle, neighbour,
cousin, teacher, nephew and so on. All these relationships especially near one’s could be maintained
properly if we can communicate well to all these relations, that we are here to take care of them and
our services are always there to help them in case of any needs.
f. Helps in getting on the job promotion:-
Perhaps finding a job would not be a big deal in case of if the candidate is well connected and
belongs to a well off family. But promotion on the job requires some extra skills on the part of the
candidate. Amongst those skills, communication abilities rank on the top. If a person can speak well
during interactive and presentation sessions, can reports properly, he will automatically be in the eyes
of the management and whenever a chance for promotion comes, he will be on the top of the list.

g.) Helps in solving other’s problems:-

It is commonly observed that around us there are so many people whom we like to meet, their
company is a source of enrichment for us. When we are with them we feel secured. The only reason
for such types of feelings is that such type of people are not only good listeners but they also know it
well that whenever they would speak, it would only be for the sake of encouraging, not discouraging
others, only for solving other’s problems and not for creating problems for others. Such people are no
doubt excellent communicators.
1.3 Importance of Communication in Management
It is an established fact that the present era is often called the ‘Age of Communication and
Information.’ The importance of communication has been greatly emphasized by all
management experts. Communication, like birth, death, growth and decay, is a part of individual
life as well as organizational existence. Its importance is self explanatory and is a common
experience of all as well.
In recent times, communication has turned into business; rarely would you find managers,
subordinates, salesmen, technicians, foremen, lawyers, auditors, consultants, teachers, doctors or
anyone else who is not concerned with the difficulties associated with communication.
It has been rightly observed that ‘the number one management problem today is
miscommunication. Group activities in context with common goals cannot be accomplished

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without communication. The entire organization control, coordination and motivation cannot be
accomplished in case of lapses in communication. A common practice among many
organizations is moving messages vertically, horizontally and diagonally between various
officially designated positions.
 Communication is part of the three major skills needed by managers (human skills,
conceptual skills, technical skills).
 All managerial roles and functions require effective communication.
 Although the degree and amount of the communication differ among each of the roles,
functions, and skills, all of the above require effective communication skills.
 The vision, mission, goals, strategies, and philosophies of the organization need to be
effectively communicated with employees, shareholders, customers, the general public
and so on.
 Researches indicate that members of management spend 60-90 percent of their working
days communicating with others i.e., speaking, writing, reading or listening.
The modern industrial scenario relies heavily on communication for its augmentation and
survival.
George R. Terry states: "Communication serves as the lubricant, posturing for the smooth
operations of the management process".
The reasons for the growing significance of communication can be judged from the following
paragraphs:
Coordination: Modern complex organizations are large, consisting of numerous employees
working towards accomplishing common goals.
The organizational structure illustrates many levels of organization hierarchy- both horizontally
and vertically.
More often than not, this leads to issues related to coordination.
Effectual systems of communication encourage better coordination.
Coordination is viewed as a necessity among groups; channels are vital for efficient functioning
of the organisation as a whole..
Communication encourages better coordination.
• Smooth Working: Smooth and uninterrupted working of an enterprise, largely depends on
good communication network.
Communication takes on a greater role in this direction.

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Accurate decision-making and efficiency of the organization is anchored in information supply.
If messages have obstacles in the course of their flow, it is impossible to bring about a smooth
functioning and uninterrupted working of the organization.
According to Herbert G. Micks, “Communication is basic to an organization’s existence from
the birth of the organization through its continuing life”.
• Effective Decision-Making: It is essential to have a record of past and present data for
immediate and effective decision-making.
Communication is the primary base by means of which information is supplied to further help in
making decisions.
Problem-defining, alternative courses of action, selecting the best option available, can be
possible with the provision of relevant and adequate information conveyed to the decision-
maker.
In event of inadequate or no information, it would be relatively impossible even for the top
management to take important decisions. Conversely, it is unlikely to achieve goals and
objectives unless the top management has a smooth interaction with all levels of the
organisation.
 Managerial Efficiency: As quoted in George Terry's remark earlier, communication
encourages managerial efficiency.
Efficiency lays in the manner individuals and groups are assigned their respective targets.
Managerial functions like planning, control, coordination, motivation cannot be discharged
without communication.
As management is an art of ensuring targets are achieved in collaboration with other people,
communication educates personnel working in the organization about the desires of the
management.
Management communicates goals, policies and targets by issuing verbal and written orders and
instructions. The yardstick for measuring managerial efficiency is communication.
 Co-operation: Co-operation among workers is possible only when there is an exchange
of information between individuals and groups and between the management and the
employees. This not only promotes the industrial peace but also maximizes production.
The two-way communication network enhances co-operation between people.
The flow of communication can be smooth and receptive with co-operation, confidence and
message flow vertically, horizontally and across the organisation.
In short, communication promotes co-operation and understanding among employees.

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• Effective Leadership: Leadership implies the presence of a leader and followers.
There is always a continuous process of communication between them.
Communication is the basis for direction, motivation as well as establishment of effective
leadership.
The followers have to follow the leader and through conveying of ideas, opinions, feelings and
be in constant communication with them. Thus, transmission and reception ensures a two-way
traffic, the sine qua non for effective leadership.
A manager with good communication skills can become a successful leader of his subordinates.
E.g. In 1981,Narayana Murthy, with an investment of Rs. 10, 000 ($250 at the time) from his
wife, founded Infosys with six other software professionals. Under his leadership, Infosys was
listed on NASDAQ in 1999. Today, Infosys is acknowledged by customers, employees, investors
and the public as a highly respected, dynamic and innovative company.
The Economist ranked Narayana Murthy among the ten most admired global business
leaders in 2005.
• Job Satisfaction: Communication is essential for achieving job satisfaction. Management
conveys messages, which promote mutual understanding.
Reception and recognition provide job satisfaction to employees.
Two-way communication creates confidence, which leads to job satisfaction among employees.
Openness, straightforward expression of opinions is necessary in this direction.
Increase Productivity: Communication helps the management in achieving maximum
productivity with minimum cost and eliminating waste. These are the main objectives of the
management. It is remarked that an archenemy of communication is the very illusion of it.
This illusion can be avoided only with an effective system of communication.
It is through communication that the workers can be well informed about the process of
production, new methods of production and the activities of the workers in a similar
organization.
Thus, a good system of communication helps the management to achieve maximum productivity
with minimum cost, elimination of waste, reduction of cost etc.
Inter-firm comparison is not possible without effective communication.
• Morale Building: Morale and good relations in the organization are essential for achieving
goals of the organization and promoting its benevolence goodwill in the public.
An effective system, of communication builds good morale and improves human relations.
Participatory communication is the best technique of morale building and motivation.

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S. Khandwala remarked, "Most of the conflicts in business are not basic but are caused by
misunderstood motives and ignorance of facts.
Proper communication between the interested parties reduces the points of friction and
minimises those that inevitably arise".
• Achieving Managerial Roles: Henry Mintzberg has described a manager’s job by assigning
three roles, namely inter-personal roles, informational roles and decisional roles.
Communication plays a vital role in these three types of role.
In case of interpersonal role, a manager has to constantly interact with subordinates.
In informational role, a manager has to collect information from various people and supply the
necessary information to others both inside and outside the organization. A manager in a
decisional role or written media of communication discharges interpersonal, informational and
decisional roles as well.
1.4 Purpose of Business Communication
1. for instruction: The instructive function unvarying and importantly deals with the
commanding nature. It is more or less of directive nature. Under this, the communicator
transmits with necessary directives and guidance to the next level, so as to enable them to
accomplish his particular tasks. In this, instructions basically flow from top to the lower level.
2. for integration: It is consolidated function under which integration of activities is
endeavored. The integration function of communication mainly involves bringing about inter-
relationship among the various functions of the business organization. It helps in the unification
of different management functions.
3. for information: The purposes or function of communication in an organization is to inform
the individual or group about the particular task or company policies and procedures etc.
Top management informs policies to the lower level through the middle level. In turn, the lower
level informs the top level the reaction through the middle level. Information can flow vertically,
horizontally and diagonally across the organization. Becoming informed or inform others is the
main purpose of communication.
4. for evaluation: Examination of activities to form an idea or judgement of the worth of task is
achieved through communication.
Communication is a tool to appraise the individual or team, their contribution to the organization.
Evaluating one’s own inputs or other’s outputs or some ideological scheme demands an adequate
and effective communication process.

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5. for direction: Communication is necessary to issue directions by the top management or
manager to the lower level. Employee can perform better when he is directed by his senior.
Directing others may be communicated either orally or in writing. An order may be common
order, request order or implied order.
6. For teaching: The importance of personal safety on the job has been greatly recognized. A
complete communication process is required to teach and educate workers about personal safety
on the jobs. This communication helps the workers to avert accidents, risk etc. and avoid cost,
procedures etc.
7. for influencing: A complete communication process is necessary in influencing others or
being influenced. The individual having potential to influence others can easily persuade others.
It implies the provision of feedback which tells the effect of communication.
8. for image building: A business enterprise cannot isolate from the rest of the society.
There is interrelationship and interdependence between the society and an enterprise operating in
the society. Goodwill and confidence are necessarily created among the public. It can be done by
the communication with the different media, which has to project the image of the firm in the
society. Through an effective external communication system, an enterprise
has to inform the society about its goals, activities, progress and social
responsibility

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 CHAPTER TWO – THE COMMUNICATION PROCESS
2.1. Elements of Communication
1. Sender 5. Feedback
2. Message 6. Noise
3. Channel/medium 7. Environment
4. Receiver
2.2. The process of communication
 The process of communication as shown in fig 2.1 involves exchange of ideas and it can
be verbal or non-verbal in nature.
 The pre-requisite of communication is a message and this message must be
conveyed /communicated through some medium to the recipient in such a way that it is
understood by the recipient in the same manner as intended by the sender.
 The recipient must respond within a period.
 The response from the recipient to the sender is called feedback.
 Therefore, communication is said to be a two way process, which is incomplete without a
feedback from the recipient to the sender on how well the message is understood by
him/her.

Sender Encoder Message Decoded Receiver

No
media
Environment

Feedback

Fig.2.1 process of communication ise

Following are the components of the process of communication..
1• Sender / Encoder: Sender / Encoder is a person who sends the message. A sender utilizes
symbols (words, graphic required response. Sender may be an individual, group or organization.
The view background, approach, skills, competencies have great impact on the message. The
verbal and non-verbal chosen are essential determine interpretation of the message by the
recipient in the same terms as intended by the sender.
The sender is the source of the message. Sender is also receiver of feedback.
The sender has an idea, to transmit however; the idea is influenced by his/ her frame of
reference.

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2. Message- this is the content of the communication. Message is an idea, thought, feeling or
emotion that is organized or composed by the sender. The symbols that represent the message are
called codes. There are three basic communication codes.
i. Nonverbal codes- are all intentional or unintentional codes other than
words or written materials by which a person transmits a message. They
include such things as facial expressions, movements of hands, eye
contact, clothing and other body gestures, which can represent
nonverbal communication.
ii. Language codes- are either spoken or written words used to
communicate ideas and thoughts.
iii. Paralanguage codes-are the verbal elements that go along with spoken
language including the qualities of voice as tone, pitch, rate, volume,
and emphasis.
3. Channel – refers to the physical transmission of the message from the sender to the receiver.
Some commonly known communication channels are:
- Face to face discussion
- Letter, memo, reports, manual
- Telephone, fax, telegram, telex
- Computer, internet, e-mail
- Radio, television, video disk
- News papers, magazines
The choice of an appropriate channel depends on the following factors:
 The importance of the messages (response needed)
 The type, number and location of receiver
 Urgency of the message
 Cost of the channel
 Whether a permanent record is needed
 Whether formality or informality is desired
 Size of the message
 Whether the receiver is inside or outside the organization.

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 Characteristics found in oral and written Medias.

Oral Written
-Immediate feedback -Delayed feedback
-More conversation -Longer sentences
-Short sentences -Focus on content
-Less detailed -Greater linguistic emphasis
-More personal pronouns -Permanent recording
-Focus on interpersonal relations -Possibility of review
-More spontaneous -Less spontaneous.

3. Receiver- refers to listener, reader, or viewer of the sender.

 The receiver is also called audience.
 We receive message from the environment through our senses.
 The receiver has to decode the message before receiving.
Decoding is the process of transferring the message in the way that the receiver understands
the content of the message.
 The receiver is most likely to receive a message accurately if:
i, There is no physical interruption of the message.
ii, The receiver’s mind processes the message as the sender intends (they should have
the same frame of reference). Motivation and effort is also required in receiving a message.
5. Feedback- refers to the verbal and visual responses to a message. Feedback is the only means
a sender can know whether or not messages sent are interpreted as intended. The success or
failure of communication is indicated with the feedback received from the receiver

Advantages of feedback
 Increases employee understanding and performance and minimizes mistakes.
 Increases employee satisfaction with the job because of the opportunity to ask or make
suggestions.

Disadvantages of feedback
 Feedback is difficult to extract or elicit
 Feedback is time consuming. It takes time to make sure that everyone understands the
message.

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  Feedback may cause people to feel psychologically under attack. When feedback seems
negative people often become defensive.
Ways to improve feedback
a. Tell people you want feedback.
b. Let them know that you consider feedback not only useful but also necessary.
c. Use silence to encourage feedback
d. Ask questions for more clear feedback
e. Watch for non-verbal responses
f. Use statements and sentences that encourage feedback. Use such words as really,
Interesting, aha, etc and nodding head.
g. Reward feedback. Thank people for their question, comments, ideas, and compliment
6. Environment – includes the time, place, physical and social settings in which the
communicators find themselves. The sender chooses the message to communicate within a
environment
7. Noise- any thing that interferes with communication and distorts or blocks a message is noise.
Noise can be external or internal.
o External Noise- includes distractions in the environment such as the speakers poor
grammar, phones ringing, people talking, room temperature, poor lighting etc.
o Internal Noise- refers to conditions of the receiver himself such as a headache,
daydreaming, lack of sleep, pre occupation of mind with other problems, lack of
knowledge about the topic etc.

2.3 Barriers to Communication

Barriers to communication are disturbances, obstacles, and roadblocks which hinder
effective communication.
Barriers to communication block the effective transmission of the messages from the sender
to the receiver. There are different barriers to communication which include:
1) Semantics-these are barriers which arise because of the different meanings that
different words have in different contexts. The same word may have one meaning in
the mind of the sender and a different meaning in the mind of the receiver which can
block the understanding between the two.
2) Motivation and interest –our interest to send or to receive a message can determine
the effectiveness of communication. The more we are interested, the more we will be

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 motivated to communicate. Lack of interest and motivation in either sending or
receiving message is an obstacle for communication.
3) Perfunctory attention – this is a difference between speaking and listening
capabilities of the communicating parties. If the speaking speed is more than the
listening speed, the receiver may not grasp all the messages of the sender. Similarly if
the listening speed is more than the speaking speed, there will be an idle time between
listening and speaking that will make listener divert his/her attention to other ideas.
4) Source credibility- the source of the message often determines the accuracy and
reliability of the information. Messages which originate from incredible sources often
creates barrier to communication. People often associate personality of
communication to the credibility of their messages.
5) Filtering and serial distortion –filtering is selecting and identifying relevant and
irrelevant information. Filtering usually depends on the nature of the communicating
parties. In the process of filtering information to get only relevant ones, people often
forget or ignore important messages which should not be ignored.
Serial distortion is the loss of the content of a message as it passes from one person to
other. As message passes from one person to other person, it losses some of its
content and finally when it reaches its final destination, most of its original content
will be lost. Especially when message passes from top level of an organization to
lower level down the hierarchy, it looses its content at every step.
6) Hidden agenda – sometimes people express what they want through other forms
without directly speaking or writing it, i.e. they express their real message by being
tactful or diplomat. This is barrier to communication since the receiver may not
clearly understand what the sender wants to express.
7) Hoarding- this is a barrier which arises because of the feeling of superiority of some
people on their positions. People sometimes feel that they are so important to “play
God” because of the central position they assume. This feeling makes them reluctant
or careless in passing essential information to concerned parties. It hinders the right
amount and quality of information that the receiver needs at the right time. This is
often seen in the different levels of an organization.
8) Information overload- information which exists beyond the processing capacity of a
person often leads to barriers to communication. This is because as information is
excessively available, it needs too much time for sorting and analyzing and in this

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 process very important information can be omitted or distorted, which becomes
barrier to communication.
9) Organizational culture- the style of leadership in organizations, the type of social
relationship and other organizational factors highly affect the movement of
information in the organization.
E.g.- An autocratic type of leadership is a strong barrier to communication since the
message often flows in one way and there is little or no free circulation of
information
10) Language-different terminologies and words may not be clearly understood by
communicators. Especially some international, professional and technical words and
expressions are difficult to understand and this creates barrier to effective
communication.
E.g. computer languages, terms on machines, electronics etc.
11) Disorganization of ideas and statements- lack of appropriate coherence, unity and
development of ideas and statements in a message is barrier to communication since
the receiver may to identify the main idea of the message and may finally end up in
confusion.
12) Perceptual Difference- the sender and the receiver may look at the same idea from
different angles and according to their own understanding. Since different people may
have different viewpoints misunderstanding is likely to arise between the
communicating parties.
There are also other barriers which block the free flow of the message from the sender
to the receiver. These include:
 noise,
 time pressure,
 distance,
 Lack of feedback,
 Emotions and biases etc.

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2.4 Interpersonal Communications and Teamwork
 Interaction among members of the same organization is termed as internal
communication. It could be both formal and informal.
 Formal Interpersonal Communications, such as?: newsletters, annual reports and
 Informal Interpersonal Communications; Vertical (upward and downward),
diagonal, horizontal ( can travel in any direction)
 Large organizations with hundreds of people employees face inability in communicating
and directly interacting with everyone.
 Since, they adopt a number of strategies e.g. newsletters, annual reports to communicate
the essential message.
 In such large setups, it is impossible and unnecessary to transmit information to
everyone.
 Informal communication is prevalent in organizations with a preliminary work force of
approximately 20 people, all of whom have direct interaction with each other every day.
 Almost all messages are communicated back and forth in an informal manner.

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CHAPTER THREE - COMMUNICATION PRINCIPLES
A.The 7 C’s
To compose effective messages, you need to apply certain specific communications principles.
They tie in closely with the basic concepts of the communication process and are important for
both written and oral communications. They provide guidelines for choice of content and style
of presentation adapted to the purpose and receiver of your message, called the Seven C’s namely
clarity, completeness, conciseness, concreteness, correctness, consideration, and courtesy.
1. Clarity
This is getting your message understood by others. The receiver must interpret your message
with the same meaning in your (sender’s) mind.
Guidelines
a. Choose short, familiar, and conversational words. Avoid Greek, Latin or other technical
words
Say Don’t say
-After - Subsequent
-Home -Domicile
-Payment -Remuneration
-Registration form -Slip
b. Construct short sentences and paragraphs.
Generally short sentences and paragraphs are preferred; however a pleasing Varity of length is
also desirable. The average length of sentences suggested is 17-20 words.
c. Unity –have one or main idea in sentence, and any other points or ideas must be closely related
to it. Similarly in paragraph, have one main idea. Usually a topic sentence is a good way to
express the main idea. The other sentences should contain details to develop the main idea.
d. Coherence – words should be correctly arranged so that they clearly express the intended
meaning.
e. Include examples, illustration, and visual aids when desirable. Some important statements,
words, or phrases may be underlined numbered, typed in capital or italics.
2. Completeness
Your message is complete when it contains all facts the receiver needs. Incomplete messages:
- Result in additional expenses

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 - Spoil goodwill
- Lead to confusion and debates
Guidelines
a. Answer all question asked; both implied and stated.
b. Give something extra when desirable. Sometimes customers may not know what they should
ask or their questions may be inadequate.
c. Check for the five W‘s and any other essentials. The five W’s questions include what, when,
where, who, why and others like how and how much. This method is especially useful when you
request for information or provide information.
Example: To order merchandise makes clear
-What you want and how much
-When you need it
-Where it is to be sent
- To whom it is to be sent
-How payment will be made
3. Conciseness
This is saying what you have to say in the fewest possible words without sacrificing
completeness and other “C” qualities.
Guidelines
a. Eliminate wordy expressions
Say Do not say
-Because -Due to the fact that
-During -During the year of
-Although - In spite of the fact that
-Please write - Please don’t hesitate to write.
b. Include only relevant words, phrases or statements: Avoid the irrelevant ones.
c. Stick to the purpose of the message
d. Omit information obvious to the communicating parties- don’t repeat at length what the
sender has already said.
e. Avoid long introductions, unnecessary explanations, repetitions and excessive adjustments.
4. Concreteness
Communicating concretely means being specific, definite and vivid rather than general and
vague.

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Guidelines
a. Use specific facts and figures
E.g. Say Don’t say
- Our FIAT 110 truck - our delivery truck
-Product F42 has won 1st prize. - Our product has won prize.
b. Don’t repeatedly use vague words like many, large, fast, early, good, beautiful etc. except in
situations when:
- You have no sufficient data to be specific
- You want to be diplomat
- Exact figures are not important
5. Correctness
Communication is correct when it bears real information and uses formally appropriate titles of
persons, words etc to express matters.
This can be explained by the following guidelines.
a. Use the right level of language. There are three levels of language –formal, informal, and sub
formal.
-The formal level of language is used for scholarly dissertation, master and doctoral thesis,
government agreements, legal documents, etc.
-The informal language refers to the language of business used for letters, memos, reports etc.
E.g. Formal: Anticipated Procure Inventory
Informal: Expect get stock
The substandard level of language is incorrect.
Say Don’t Say
- Isn’t, aren’t, amn’t - Ain’t
- Regardless - Irregardless
- I can hardly -I can’t hardly
b. Check the accuracy of words, figures and facts. The following words are often confusing: a
and an, anxious and eager, between and among, counsel and council etc.
c. Maintain acceptable writing mechanisms. This refers to:
- Spelling errors

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 - Punctuation marks
- Capitalization
- Grammatical accuracy
- Sentences and paragraph structures
- Format for memos, letters, reports etc.
d. Choose non-discriminatory expressions
E.g. -Equal treatment of sexes
-Use humankind rather than mankind
-Use chairperson rather than chairman.
6. Consideration
Consideration refers to giving thoughtful attention to the receiver/ sender. You have to prepare
every message with the receiver in mind and try to put yourself in his/her place.
Try to visualize your readers/ listeners with their desires, problems, circumstances, emotions, and
probable reactions to your messages.
Guidelines
a. Focus on ‘you’ instead of ‘I’ or ‘We’. People are usually concerned about themselves than
about others. They are likely to read your messages when they see their names and the pronoun
‘you’ rather than ‘I’ or ‘we’ E.g.
-‘We pay 8% interest’ is not preferred rather say ‘you earn 8% interest’
- Say ‘Congratulations on your successes rather than ‘I want to send my congratulations on
your success.
b. Show interest in readers/ listeners or show reader benefits. Your message should show interest
in and concern for the reader’s needs or viewpoints. Whenever possible and true, show how your
receivers will benefit from whatever the message asks or announces. If so, they will be more
likely to react favorably.
c. Emphasize the positive, pleasant facts. For most people negative words like no, impossible, I
cannot etc. have unpleasant emotions. By making clear what you can or will do, you (by
implication) make clear what you cannot do without using a single negative word.
E.g. Say-As soon as your signature card reaches us, we will gladly open an account for you.
Don’t say-It is impossible to open an account for you today.
d. Apply integrity and Ethics- integrity refers to high moral standards as honesty, sincerity,
decent character etc. Ethics on the other hand is concerned with what is right human conduct.
7. Courtesy

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Courtesy is a combination of consideration and showing good manners you can be courteous in
your business communication by being thoughtful, appreciative, and sincerely tactful.
a. Avoid expressions that irritate, hurt or belittle others
b. Do not ignore answering customers’ or employees’ inquires no matter how busy you are.
Sometimes silence (neglect) may be considered significantly discourtesy. Totally
ignoring inquires communicates unfavorable nonverbal messages that may lead to loss of
business or employee moral.
c. Avoid blunt behavior. Blunt behavior is common cause of discourtesy. Consider the
following responses to an inquire
Blunt -Obviously, if you had read your policy carefully you would be able to answer
this question yourself.
Polite- Sometimes policy wording is a little hard to understand. I am glad to clear up
these questions for you.

B. 4S’s
The 4S’s are as important as 7C’s. They also increase the possibility of effective communication.
1. Sincerity: Sincerity increases the level of trust between sender and receiver. The receiver also
expects sincerity from the sender. If there is a slight sense of insincerity in the message and if the
observer is keen about the message then it may affect the communication process.
2. Strength: The strength of the message depends upon the credibility of the sender. If the
sender himself believes in the message then there is strength and conviction in whatever he
states.
Half hearted statements or utterance that the sender does not believe in pepper the process of
communication with falsehood.
3. Simplicity: Simplicity of language is a pivotal factor is communication. Lucidity (self-
expression) of ideas, simple words give rise to an unequivocal message.
4. Shortness: The message must be precise and concise. Brief messages are transmitted and
comprehended more clearly, more effortlessly and are more effective and economical.
‘Brevity is the soul of wit'. The same holds true for communication. If the message can be
trimmed down and redundant verbosity eradicated then it fastens the process of transmission and
comprehension. Many people harbour a misconception that they can actually make an
impression on the receiver with wordy and lengthy messages. Little do they realize that in
adopting that approach they actually end up slowing down the process of comprehension. The

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major chunk of receiver's time is spent is just trying to decipher the meaning of the message due
to this approach.

CHAPTER FOUR
TYPES OF COMMUNICATION IN ORGANIZATION
There are two types of business communication in an organization:
1. Internal Communication
2. External Communication
4.1 Internal Communication
Communication within an organization is called “Internal Communication”.
Internal communication is a type of organizational communication involving transfer of
information from one entity to another within that organization. It may be between members of
organization (employees), top managers etc.

Effective internal communication is a vital mean of addressing organizational concerns. Good

communication may help to increase job satisfaction, safety, productivity, and profits and
decrease grievances and turnover. It includes all communication within an organization. It may
be informal or a formal function or department providing communication in various forms to
employees.

Formal internal communication network: The formal flow of information follows the official
chain of command. There are organizational charts in many company’s which commands good
communication flow. In organization, information flows down, up, and across the formal
hierarchy.
In modern organizational structures formal internal communications takes the following forms.
A. Upward communication
B. Downward communication
C. Horizontal communication
D. Diagonal communication
a) Upward Communication
Upward communication is the flow of information from subordinates to superiors, or from
employees to management.

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It is transmission of information from subordinates to superiors through organizational hierarchy.
It is flow of opinions, ideas, complaints, and other kinds of information from subordinates up to
managers.
Upward communication is important for several reasons.
First managers need to know how their subordinates feel about their jobs, their working
conditions and the company policies and procedures.
Second, upward communication encourages workers to discuss particular job related problems,
which may affect productivity.
Third, it provides managers with feedback on the workers reactions to policy change,
developments in their departments and so on.
When workers are encouraged to communicate with upper level managers, workers will less
resist downward messages such as policy changes.
But upward communication is not as successful as downward communication because of the
following reasons:
 Subordinates fear to expose failure of their superiors (boss)
 Being afraid of punishment
 Feel of subordinates being inferior
To encourage workers upward communication, managers should prepare suggestion boxes so
that workers can express their feelings without fear. Engaging workers in focus groups will
also enhance effective upward communication since get together will form sense of informal
atmosphere where workers feel free to express their feelings. An “open door policy” where
managers are always available to deal with ideas, suggestions, and comments of employees has
also a great contribution in encouraging up ward communication.

By definition, communication is a two-way affair. Yet for effective two-way organizational

communication to occur, it must begin from the bottom.

Upward Communication is a mean for staff to:

 Exchange information
 Offer ideas
 Express enthusiasm
 Achieve job satisfaction
 Provide feedback

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 Fig.4.1
b) Downward Communication
It is communication that flows from one level of an organization to the lower level of the
organization. It flows from the superior to the subordinates or from the top management filtered
down to workers throughout the organization

Information flowing from the top of the organizational management hierarchy and telling people
in the organization what is important (mission) and what is valued (policies).

Downward communication generally provides enabling information – which allows a

subordinate to do something.

 Job instructions- which explain how a task is to be performed. They take the form of
training manuals, written specifications etc.
 Job rationale statements- which explain to workers how their tasks relate to other jobs in
the company.
 Policy and procedure statements- which explain the employee’s regulations and benefits
provided.
 Feedback- includes message that tell employees whether their work is satisfactory.

Downward communication comes after upward communications have been successfully

established. This type of communication is needed in an organization to:

 Transmit vital information

 Give instructions
 Encourage 2-way discussion

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 Announce decisions
 Seek cooperation
 Provide motivation
 Boost morale
 Increase efficiency
 Obtain feedback
When a downward communication is overemphasized and over used it leads to authoritative
atmosphere that may heart employee morale and motivation.
Both Downward & Upward Communications are collectively called “Vertical Communication”

Fig.4.2

c) Horizontal/Literal communication
Horizontal communication normally involves coordinating information, and allows people with
the same or similar rank in an organization to cooperate or collaborate. Communication among
employees at the same level is crucial for the accomplishment of work. Horizontal
Communication is essential for:

 Solving problems
 Accomplishing tasks
 Improving teamwork
 Building goodwill
 Boosting efficiency

The more departments are interdependent on each other, the more there will be lateral
communication between and among them. Horizontal communication is equally important for
both managers and workers. Sound decision-making relies on information sharing among

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functional units. People who work closely together and communicate regularly, understanding
more one another. Horizontal communication often opens the way for the development of
informal group channel known as grapevine.

Fig.4.3

D. Diagonal Communication- this channel of communication refers to interchange of message

between two managers located at different levels of hierarchy and outside the direct chain of
command. It serves the purpose of coordination and integration. It can also bypass the chain of
command.
E.g.- Finance department can communicate with general service section employees about repair
and maintenance issues or costs.
-The production manager may communicate with the sales person about sale issues.

Informal internal communication: Every organization has an informal communication

network known as grapevine that supplements official channels. As people go about their work,
they have casual conversations with their friends in the office. Although many of these
conversations deal with personal matters, about 80 percent of the information that travels along
the grapevine pertains to business. The informal communication network carries information
along the organization’s unofficial lines of activity and power. The grapevine is an important
source of information in most organizations.

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 4.2 External Communication

Communication with people outside the company is called “external communication”.

External communication is a communication that takes place between the organization and other
organization in the external environment. It may be between the organization and customers,
suppliers, distributors, government and so on.
It leads to better;
o Sales volume
o Public credibility
o Operational efficiency
o Company profits
It should improve
o Overall performance
o Public goodwill
o Corporate image
Ultimately (finally), it helps to achieve
o Organizational goals
o Customer satisfaction

Formal external communication: Companies use external communication to create a favorable

impression. Whether by letter, website, phone, fax, internet, or videotape, good communication
is the first step in creating a favorable impression. Carefully constructed letters, reports, memos,
oral presentation, and websites convey an important message to outsiders about the quality of
your organization. Messages such as statements to the press, letters to investors, advertisements,
price increase announcements and litigation updates, require special care because of their
delicate nature.

Therefore, such documents are often drafted by a marketing or public relations team – a group of
individuals whose sole job is creating and managing the flow of formal messages to outsiders.
The public relations teams is also responsible for helping management plan for and respond to
crises – which can range from environmental accidents or sabotage situations to strikes, massive
product failure, major litigation, or even an abrupt change in management. To minimize the
impact of any crisis, expert communicators advise managers to communicate honestly, openly,
and often. If handled improperly, a crisis can destroy a company’s reputation.

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Fig.4.4

Informal external communication: Although companies usually communicate with outsiders

in a formal manner, informal contacts with outsiders are important for learning about customer
needs. As a member of an organization, you are an important informal conduit for
communicating with the outside world. Every employee informally accumulates facts and
impressions that contribute to the organizations collective understanding of the outside world. In
the course of your daily activity you unconsciously absorb bits and pieces of information that
add to the collective knowledge of your company. Top managers rely heavily on informal
contacts with outsiders to gather information that might be useful to their companies. Much of
their networking involves interaction with fellow executives. Many top level employees
recognize the fact that keeping constant touch with the external real world, front line employees,
customers by making an opportunity to talk to them and getting feedback helps in organizational
improvement. Receiving feedback is considered to be the most important aspect of
communication.

4.3 Informal communication

In addition to formal channels, organizations also have informal channels of communication.
Informal communication arises from the social relationships that evolve in the organization and
they are not available or feasible through formal channels.
Not all messages flow along the official paths prescribed by the organizations chain of
command. Many messages flow along an informal network commonly called the “grapevine”.
Informal channels exist because of their unique advantages and because of the weakness
inherent in formal channels of communication.
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Informal channels allow people to handle predictable routine situations well, because they tend
to be filled with oral rather than written messages, they are effective means of transmitting
broad, general kind of information. But communication through formal channels is a so
laborious process that involves long delays between the times a worker first sends a message and
the time a reply is received, consequently, formal channels are inefficient means:
 for meeting un anticipated communication needs
 for managing crises
 for effectively communicating complex or detailed information
 for sharing information
All organizations have informal networks, but the type of information the grape vine carries
depends on the general condition of the organization. If an organization’s managers are fairly
open with employees and send all necessary information through formal channels, the grapevine
usually carries personal interest items. However when the formal communication channels fail
to do the job, the grapevine begins to carry information about the organization. In other words
“the grapevine busies itself with official matters only when the formal channels of common fail
to deliver, are not understood, or are not accepted by the people for whom the message are
intended.
Researchers have found that although some entirely false rumors are spread by the grapevine,
information passed by this means is 75 to 95 percent accurate. Informal messages may be more
accurate than formal ones because status, power and rank differences are temporarily set
aside.

Managers who listen carefully to the informal communication network find it a useful source of
information about employee concerns and problems. Sometimes, managers “leak’’ new ideas or
proposals to the grapevine to the workers’ response. If an idea is greeted with hostility, they
drop it or revise it, if the idea is received positively they introduce it in to official channels.
4.3.1 Characteristics of Informal Communication
1. It is very fast and spontaneous :- easy and fast to disseminate information
2. It is not entirely reliable: - it might not be accurate information and even sometimes it might
be impossible to know the source.
3. Its messages are difficult to stop or counter once they get started.
4. It is accessible to every person in the organization -once disseminated there is no limitation
5. It can be supportive or obstacle to management effort.

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4.3.2 Types of informal Communication
1. Single strand chain –one person communicates with only one another. Information is often
distorted in this type of communication.

A B D
C

2. Gossip Chain-one individual disseminates the information to others. So information

distortion can be minimized.

D E
C

B F

3. Probability Chain: communication is random, so information is transmitted in a random

manner without specific selection.

C F
G
B D

4: Cluster chain: is similar to probability but their major difference is in cluster chain there is a
specific selection of individuals when disseminating information.

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 F

H
I
G
C

D
E
B

A
4.3.3 Advantages of informal communication
1. It satisfies the need of employees to enjoy friendly relation with their fellow employees.
2. It helps workers to make some sense out of their work environment, especially in
interpreting orders from supervisors.
If subordinates are unable to understand their tasks or if they can’t contact their boss they
may informally communicated with friends.
3. Informal communication is also way of expressing or releasing negative energy, relief
4. It may be utilized to verify spread messages which the management whishes to test or
convey to its employees.
Disadvantages of informal communication
1. Expands false rumors
2. Weakens formal communication channel
3. May result in conflict between management and subordinates.
4.4 NONVERBAL COMMUNICATION IN ORGANIZATIONS
Nonverbal communication occurs when there is an exchange of information through
nonlinguistic signs. Nonverbal communication is a valid and rich source of information and
merits close study. As with other elements of communication, the meaning of nonverbal signals
depends upon perception.
A substantial amount of communication occurs through nonverbal communication, the
transmission of messages by means other than words. Nonverbal communication supplements
verbal communication; its purpose is to express the feeling behind a message. Six categories of
nonverbal communication are as follows:

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1. Hand and body gestures. Included here are frequent movements to express approval
and palms spread outward to indicate perplexity. Gesturing should not be eliminated because it is
a natural part of speech and thinking, and off loads some of the mental effort.
2. Facial expressions and movement. A facial look and movements may show approval,
disapproval, or disbelief.
3. Posture. Posture can reveal attitude, such as leaning toward a person to shows a favorable
attitude toward the message. Tilting your head and leaning in indicates you are concerned and
engaged in the message.
4. Body placement. The placement of one’s body in relation to someone else is widely used to
transmit messages, such as moving close to indicate acceptance. A speaking coach says that to
effectively relate to an audience, you need a kinesthetic connection (effective movement of the
body). This would include other forms of nonverbal communication as well as moving around
effectively.
5. Voice quality. The way something is said can be more meaningful than what is said. Another
aspect of voice quality is a person’s accent.
6. Clothing, dress, and appearance. Dress can communicate how willing an employee is to
conform to organizational standards.
Nonverbal communication serves a variety of purposes, including sending first impressions such
as a warm handshake. It also signals emotions (through tears or smiles), status (through clothing
and jewelry), and when one wants to either take or relinquish a turn in conversation (using
gestures or drawing a breath). Nonverbal signals can also signal when someone is lying; for
example when being deceptive, vocal pitch often rises.

Many think of "body language" as synonymous with nonverbal communication. Body language
is a rich source of information in interpersonal communication. The gestures that an interviewee
uses can emphasize or contradict what he is saying. Similarly, his posture and eye contact can
indicate respect and careful attention. Far subtler, but equally important, are the physical
elements over which he has little control, but which still impact the impression he is making on
the interviewer. His height, weight, physical attractiveness, and even his race are all sources of
potential signals that may affect the impression he is making.

But nonverbal signals come from many other sources, one of which is time. If the interviewee in
the previous example arrived ten minutes late, he may have made such a poor impression that his

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chances for hire are jeopardized. A second interviewee who arrives ten minutes early signals
eagerness and promptness.

Haptics is a source of nonverbal communication that deals with touch. An interviewee with a
weak hand-shake may leave a poor impression. The pat on the back that accompanies a verbal
"well done" and a written commendation may strongly reinforce the verbal and written
statements. Subconsciously, most managers realize that when the permissible level of haptic
communication is exceeded, it is done to communicate a message about the state of the parties'
relationship. It is either warmer than it had been, or one of the parties wishes it so. Unfortunately,
explain Borisoff and Victor, conflict can arise when the two parties involved do not agree on an
acceptable haptic level for the relationship.

Nonverbal communication also includes proxemics, a person's relationship to others in physical

space. Most are familiar with the idea of a personal space "bubble" that we like to keep around
ourselves. In the North American culture, this intimate space may be an 18-inch circle around the
person, which only those closest are allowed to invade. Just beyond this space close friends may
be tolerated, and acquaintances even farther out. Other cultures may have wider or narrower
circles.

Managers also send nonverbal signals through their work environment. These signals can affect
the communication process in obvious or subtle ways. For example, a manager may arrange the
office so that she speaks to subordinates across a broad expanse of desk. Or, she may choose to
be less intimidating and use a round table for conferences. The artifacts she uses in the office
may say something about who the manager is, or how she wishes to be seen. The organization
also speaks through the space it allots to employees. For example, the perception that a large,
windowed, corner office may signal prestige while a tiny, sterile cubicle may convey
(intentionally or unintentionally) low status.

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 Chapter five
Public relations
PR or public relations is nothing but the practice of protecting as well as enhancing the
reputation of any particular organization/firm or for that matter any individual. In today’s world
of fierce competition, where every organization strives hard to work toward its brand image,
public relations have become the need of the hour. It is essential for every organization to
communicate well with its public/target audience. The correct flow of information is essential.
Here comes the importance of public relations.
What is Public Relations?
The practice of maintaining a healthy relationship between organization and its
public/employees/stakeholders/investors/partners is called public relations.
Public relation activities ensure the correct flow of information between the organization and
its public also called its target audience. Public relations goes a long way in maintaining the
brand image of an organization in the eyes of its audience, stake holders, investors and all others
who are associated with it.
For schools, the target audience would be students and their parents/guardians, for retailers the
target audience would be customers and so on.
In the above examples, Public Relations ensures a smooth two way communication between the
school authorities and its target audiences (students and their parents).Retailers must address
their customers well for a positive word of mouth and a strong brand positioning. It is really
important to create a positive image of any particular brand in the minds of consumers for it do
well. Public relations experts not only help in the flow of information from the organization to its
public but also from the public to the organization.(Two way communication).The flow of
information from the public to the organization is generally in the form of reviews,
feedback(positive/negative),appreciation and so on. Public relations strengthen the relationship
between the organization and its target audience, employees, stakeholders, investors etc.
5.1 Public Relation Activities
Here are some ways of enhancing an organization’s brand image:
Addressing the media
Speaking at various press conferences, seminars.
Advertisements to correctly position the brand, Pamphlets, Brochures, magazines notices,
newsletters and so on.

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Corporate Social responsibility (CSR Activities)
Introducing various loyalty schemes for customers like membership cards, premium clubs so as
to retain the customers. Various events, shows and activities.
Spin
Public relation experts sometimes turn a bad situation into the organization’s favour. Such a
situation is called as spin. Spin refers to a situation where public relation experts tactfully utilize
an unfavorable situation for company’s benefits and publicity.
Negative PR
In cases of negative PR, public relation experts instead of focussing on enhancing their
organization’s image, concentrate on tarnishing the reputation of business rivals. Negative PR
also called as dirty tricks involves extensive research and information gathering.
5.2 Effective Public Relations
Public Relations is said to be effective under all the below circumstances:
Awareness: To create a positive image of an organization, the message must reach the public.
Information must reach in its desired form for effective public relation.
Acceptance: The audience must understand what the message intends to communicate. They
ought to agree with the message.
Action: The audience ought to give feedback to the organization accordingly.
5.3 Importance of Public Relations
In the current scenario of cut throat competition, every organization struggles to stay a step ahead
of its competitors. It is essential for every organization to communicate well with its stake
holders, partners and each and every individual associated with it.
Here comes the importance of public relations experts:
Public relations experts are hired to present one’s organization in the best light. Public
Relations experts create a positive image of a particular brand in the minds of target customers
through regular interaction, press release, newsletters, interviews, events, functions, hiring a
celebrity as a brand ambassador or even through charitable functions.
Public Relations is essential for effective brand positioning. In a layman’s language, public
relations experts are hired to make an organization and its products/brands popular among the
masses. (Target audiences)
Public relations experts strive hard to reach to the maximum people (potential customers) and
eventually gain maximum exposure for their organization/brand. More and more people relate to
their brand and automatically revenue of the organization goes up.

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In today’s world, it is really essential for every organization to understand the needs and
expectations of its target audiences. Public relations experts ensure free flow of information
between the organization and its target audiences, necessary for the survival of every business.
Correct information must reach the customers for them to be loyal towards your brand. (Products
and services).Public relations experts help an organization stand apart from the crowd.
Public relations department gives the customers and infact the whole world a better
understanding of how their organization functions, policies, products, services and so on.
Public relations experts focus not only on information flow from organization to its public but
also vice a versa. Proper feedback is being taken from potential customers as to how they feel
about the organization and its products. These reviews and feedbacks (positive or negative) help
an organization to grow to its full potential. Positive feedback definitely calls for a celebration
but negative reviews are also taken seriously and necessary changes are incorporated in the
system to meet the expectations of the consumers.
The role of public relations expert becomes critical under any kind of crisis or unfavorable
circumstance. It is the role of the public relations manager to save the reputation of his/her
organization. He needs to be on his toes to face questions from the media/public and handle all
the criticism with a smile. It is the public relations manager’s role to take immediate charge of
any adverse situation and turn negative situations also into the company’s favour.
Public relations experts in true sense are the face of every organization who works hard towards
saving and maintaining an organization’s reputation ad image. It is a new and highly successful
way of staying connected with the target audiences for a better brand image.
5. 4 Communication and Public Relations
Public relations refers to the practice of enhancing an organization’s reputation in the eyes of
public, stakeholders, employees, investors and all others associated with it.
Public relations experts are specially hired by organizations who work hard towards
maintaining brand image of organization.
Communication plays an essential role in effective public relations. Two way communication
between both the parties is essential and information must flow in its desired form between the
organization and public. The receiver must understand what the sender intends to communicate
for an effective public relation. The receivers (public, target audience, stakeholders, employees,
investors) must clearly understand the sender’s message. (Organization in this case).

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The message/information needs to create an impact in the minds of customers for an effective
brand positioning. Communication needs to have a strong influence on the target audience for
them to remain loyal towards the organization.
In public relations, the receivers play a crucial role than the sender. The sender (organization)
must ensure that the receivers interpret the information correctly and also give necessary
feedbacks and reviews. It is really essential for the sender to understand its target audience.
Public relations experts must do extensive research and gather as much information as they can
before planning any public relation activity. Public relation activities would go unnoticed if
receivers to not understand it well. Public relation activities must be designed keeping in mind
the benefits of the target audience for a better brand positioning.
Example
In cases of hospitals, public relation activities would ensure a smooth flow of information
between the hospital authorities or management and the patients and their immediate family
members or relatives. Public relations experts from a hospital in a rural area must plan and
design their activities in the local language for receivers to interpret and respond well. If the
hospital authorities interact in a language not understood by the patients, no real communication
takes place and eventually the effect of public relation activities get nullified.
Further the needs of the target audience must be understood well. Remember public relation
activities are designed to position an organization in the best light. This happens only when the
target audiences are fully satisfied with its services/products. Understand what your target
audiences expect from you to design public relations activities for the maximum and desired
impact. Make sure your target audiences understand what you intend to communicate.
Let us understand the role of communication in public relations through a simple example.
Peter planned for a vacation with his family to an unexplored destination. He made sure he had
map of the particular place which would help him with the directions and roads of the place.
What is the map doing in the above example?
It is just guiding Peter about this new place. In other words, the map is communicating in an
effective manner so that Peter does not get lost.
What if Peter does not understand the map ?
Communication is incomplete
What if Peter understands the map?
This is a case of two way communication where Peter is able to interpret what the map intends to
communicate. A simple example of two way communication.

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Public relation experts must ensure:
Message reaches the receiver (public) in its correct form.
Audiences agree to the message
They respond accordingly and give necessary feedbacks.
5.5 Types of Public Relation Tools and Media Relations
Organizations hire public relations experts to position themselves strongly in the minds of target
audiences, investors, stakeholders, employees and all others associated with it. Public relations
activities are designed specially to create a strong brand image. Public relations experts should
ensure their target audiences agree to what they intend to sell and thus in a way enhance as well
as maintain the reputation of their organization through ethical means.
There are various ways public relations activities take place:
Media Relations
Public relations experts create awareness and market their organization and its products/services
to various media sources which include TV, Radio, internet, newspapers, and magazines and so
on. Public relations experts develop and design various interesting and creative stories about
their organization and products and pitch it to various media people. Organizations bank on their
relations with media channels to enhance the reputation of their brand.
Following are the tools used in media relations:
Press Kits
Press kits include written material about the organization and its top people.
Audio Releases
Audio releases or video releases are prerecorded messages distributed to various media channels.
Matte Releases
Small local newspapers accept articles written by organizations when they do not have
sufficient articles or stories to publish. Such releases are called as matte releases.
Website Press Room
Public relations experts promote their organization and its products/services through online
press rooms.

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Media Tour
Public relations experts publicize their organization and its products through media tour where
key people of the organization travel to important places and locations and promote their
products through various interviews to media people. They interact and share the of their
products/services with people from various news channels, radio channels and even print media.
Organizations also hire celebrities or other people popular among the masses to promote and
publicize their organization.
Newsletters
Newsletters are nothing but publications which are distributed on a regular basis (monthly,
quarterly) among target audiences. Public relations experts collect complete information (name,
address, age group) of their target customers and distribute newsletters to create awareness about
their products. Newsletters should include information about the organization, interview from
key people, product information, testimonials from clients and so on.
Events/Functions
Public relations experts organize special events, gatherings, parties, to target their customers and
promote their organization and its products among them. People from media are also invited for
coverage.
Speaking Engagements
One of indirect ways of publicizing an organization and its products is through interacting with
potential customers and target audience. Company officials address the target audience and do
not only discuss about their products and services. They generally prefer any topic which would
interest the target audiences.
Employee interactions on a regular basis
It is really essential for employers to stay in constant touch with employees and keep them
abreast with the latest developments and happenings within the organization. Management
or public relations experts should circulate latest events, new product launches among employees
through emails, circulars, notices or simply communicating with them.
Charity/Corporate social responsibility
Public relations experts engage in various social and charitable activities to publicize their
organization and its products. Organizations distribute products among target audiences to
create goodwill of their organization.

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