Communication

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Definitions of Communication

• Louis Allen – “Communication is the sum of all

things which a 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.”
 Definitions of Communication

• Peter Little – “Communication is the process

by which information is transmitted between
individuals and/or organization so that an
understanding response results.”
 Definitions of Communication

• W.H. Newman – “Communication is an

exchange of facts, ideas, opinions or emotions
by two or more persons.”

• The American Management Association –

“Communication is any behavior that results in
an exchange of meaning.”
 Need and importance of
communication

• Helps in the international and

national market
• Helps in Effective Business
• Image building
• Check on competitors
 Need and importance of
communication

• Assist to collect information

• Avoid Stress
• It helps Research and
Development
• Better Industrial Relations
• Increases Turnover
Types of Communication
Types of Communication
Internal Communication
1)Formal
2) Informal

External Communication
 Formal Communication

• Upward Communication
 Objectives of Upward Communication

• Request

• Application

• Demand

• Complain

• Suggestion
 Formal Communication
• Downward Communication
 Objectives of Downward
Communication

• Instructions
• Orders
• Education & Training
• Motivation
• Raising Morale
• Counseling
• Advice
• Persuasion
• Warning
• Appreciation
Formal Communication
 Objectives of Horizontal Communication
• Exchange of Information

• Requests

• Discussion

• Co-ordination

• Conflict resolution

• Problem Solving

• Advice
• Social and Emotional Support
Formal Communication
 Formal Communication
• Diagonal Communication
 Informal Communication

Grapevine Communication
 Informal Communication

Grapevine Communication
Best Time for Grapevine Communication

 Lunch Break
 Tea Break
 Get together
 Meetings
 Grapevine communication is about

A Recent News
 Controversies

 People talk about their acquaintances

 Discussing
private and personal
problems of others
 Advantages of Grapevine Communication

 Spreads like wild fire

 Content can be short or long
 Provides
feedback to the
management
 Itvents out disappointments and
frustrations
 Limitations of Grapevine Communication

 Itmay give wrong news or

information
 It may tarnish the image of a person
 It is not reliable
 It is listless and waste of time
 External Communication
When one organization communicate
with
• Another organization

• Bank official

• Government servant

• customer
Methods of Communication

Verbal Communication

Non-verbal Communication
Verbal Communication

• Oral Communication

• Written Communication
 Oral communication
• Conversation
• Telephone
talk
• Meeting
• Interview
• GD
• Presentations
• Speeches
• conference 26
 Written Communication
• Letters
• Memos
• Notices
• Circulars
• Reports
• Minutes
• manuals

27
 Attributes of Oral and Written
Communication
• Speed
• Record
• Accuracy
• Length
• Expense
• Body Language
• Feedback
28
 Non Verbal Communication

• Body Language
Appearance

30
Eye contact

31
Facial Expression

32
Facial Expression

33
Regulate Interaction
Facial expressions or gestures
that are used to control or
regulate the flow of a
conversation

Microsoft
Photo
34
Postures & Gestures

35
 Non Verbal Communication

• Graphs & Charts

• Symbols & Signals

• Space

• Silence
 Non Verbal Communication
Color Influences Communication

Yellow cheers Red excites Blue comforts

and and and
elevates moods stimulates soothes

In some In some
cultures cultures
black suggests white suggests
mourning purity

37
 Non-Verbal Codes
• Kinesics: Body Language

• Proxemics: Physical distance between the

speaker and the listener.

• Haptics: touch

• Vocalics: refers to modulation of voice.

• Oculesics: eye contact
 Non-Verbal Codes
• Artefacts: relates to distraction towards
luxury or any man made object.

• Olfactics: smell

• Chronemics: related to utilization of time

• Paralanguage: Nonverbal aspect of spoken

language.

39
 Functions of Nonverbal
Communication
• To provide information

• To express or hide emotion

• To present an image

• To express power and control

40
Nonverbal Signals
Vary from culture to
culture

Microsoft Photo
41
What does this symbol
mean to you?
• It is a symbol for good
job
• In Germany the
number one
• In Ghana an insult
• In Malaysia the thumb
is used to point rather
than a finger
42
 Improving Nonverbal
Communication Skills
When sending messages
• Be conscious of nonverbal behavior
• Be purposeful in use of nonverbals
• Make sure nonverbals are not distracting
• Match verbal and nonverbal communication
• Adapt to the situation

43
 Improving Nonverbal
Communication Skills
When receiving messages
• Consider gender, culture and
individual differences
• Pay attention to all aspects of
nonverbal communication

44
 Levels of Communication
Basically human communication
takes place at five levels:
1. Extrapersonal communication
2. Interpersonal communication
3. Intrapersonal communication
4. Organizational communication
5. Mass communication
 Extrapersonal Communication:
• Communication is a process that takes place
with human entities and non-human entities
as well. When communication is done with
non-human entities it is called to be extra
personal communication.
• The perfect coordination and understanding
between human and non—human entities
results to extra personal communication. In
this communication one participant of the
communication process uses sign language
and the other is verbal.
 Interpersonal Communication:
• It involves two parties-a sender and a receiver
who use common language to transit message
either through oral communication or written
communication.
 lntrapersonal Communication:

• Intrapersonal communication is all

about talking to ourselves. We use
phrase like, ‘telling ourselves the
truth’ or ‘admitting the truth to
ourselves” reflects human self-
awareness.
Organizational Communication:

• In a team-based business organization,

communication becomes its lifeblood where
people communicate with one another. The
flow of communication inside an organization
may filter in up, down and horizontal
directions. Besides internal communication.
companies depend on external communication
also. Companies exchange messages with
people outside the organization through
external communication.
 Mass Communication:
• Newspapers, magazines and periodicals, the
means of mass communication are frequently
used for oral or written communication.
Besides, technologies such as the internet, e-
mail, voicemail, faxes, audiotape,
teleconferencing, videoconferencing and
closed circuit televisions have increased
options for internal and external
communication. These fast means help people
from all parts of the world to work together.
What is Online Communication?

• Many people have started to

communicate with the help of online
communication. Every other activity
which is possible is being done online.
• The growth of online communication is
fast and rapidly replacing traditional
communication methods.
 Types of online communication

• Emails
• SMS
• Instant messengers
• Forums
• Whiteboards
• VoIP or Voice over Internet Protocol
The Communications Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 The party sending
SENDER Major parties in communication
the message to another party
The set of messages Major
MESSAGE
the sender sends communication tool
Putting through One of
ENCODING
into symbolic form communication function

CHANNEL Communication channels Major

message is sent through communication tool
The process by which receivers
DECODING One of
assign meaning to the sender’s
communication function
transmitted symbols
RESEIVER The party receiving
Major parties In communication
the message (audience)
Set of reactions following One of
RESPONSE
exposure/reception of message communication function
NOISE (Un)planned static or distortion during process of communication

Part of response One of

FEEDBACK
transmitted back to the sender communication function
 There are many forms of encoding

Encoding
Encoding

Verbal
Verbal Graphic
Graphic Musical
Musical Animation
Animation

••Spoken
Spoken ••Pictures
Pictures ••Arrange-
Arrange- ••Action/
Action/
Word
Word ment
ment Motion
Motion
••Drawings
Drawings
••Written
Written ••Instrum-
Instrum- ••Pace/
Pace/
Word
Word ••Charts
Charts entation
entation Speed
Speed

••Voices
Voices ••Shape/
Shape/
Form
Form

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Successful Communication

Select
Select an
an appropriate
appropriate source
source

Develop
Develop aa properly
properly encoded
encoded message
message

Select
Select the
the appropriate
appropriate channel
channel for
for the
the target
target
audience
audience

Receive
Receive feedback
feedback

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Experiential Overlap

Different Worlds

Sender Receiver
Receiver
Sender Experience
Experience
Experience Experience

Moderate Commonality
Receiver
Receiver
Sender
Sender Experience
Experience
Experience
Experience

High Commonality
Receiver
Receiver
Receiver Experience
Sender
Sender
Experience
Experience
Experience
Experience

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

 Medium

Barrier
SENDER RECEIVER
(encodes) (decodes)
Barrier

Feedback/Response
Barriers to Communication
 Physical Barriers
• Noise
A family resides near the airport, one
can imagine disturbing factor.
 Physical Barriers
• Time
If it is a birthday of a friend who is in
the middle east, you are eager to be
the first one to wish. You wish at 12
midnight as per the Indian standard
time and the time at your friend’s place
is 10 p.m.
 Physical Barriers
• Distance
During a seminar, the audience sitting
on the last benches would not be able
to hear the speaker due to the distance
between them.
Mechanical Barrier
 Semantic Barrier

e.g. Missive
Ajar
Sprint
 Semantic Barrier

e.g. night and knight

sea and see
 Semantic Barrier

• Allusions
Nick names, pet names
e.g. Australians - Kangaroos.
Americans -Yankees.
Language Barrier
 Language Barrier
• Use of unfamiliar words

• Pronunciation

• Technical terms

• Use of slang word

 Psychological Barrier
• Self centered Attitude
 Psychological Barrier
• Group identification
 Psychological Barrier

• Self Image
 Psychological Barrier

• Status Block
 Psychological Barrier

• Closed Mind
 Psychological Barrier
• Prejudice
 Psychological Barrier
• Emotions
 Psychological Barrier

• State of Health
 Cross Cultural Barrier
• Language
 Cross Cultural Barrier

• Values
 Cross Cultural Barrier
• Social relationship
 Cross Cultural Barrier
• Concept of time
 Cross Cultural Barrier
• Concept of Space
 Cross Cultural Barrier

• Appearance
 Cross Cultural Barrier
• Use of Voice
 Cross Cultural Barrier
• Perception
Organizational Barrier
 Marketing
• Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering and exchanging offerings that have
value for customers, clients, partners, and
society at large.
 Integrated Marketing
Communication
• Integrated Marketing Communications or IMC
involve coordinating the various promotional
elements and other marketing activities that
communicate with the firm’s customers. The
basic IMC tools used to accomplish an
organization's communication objectives are
referred to as the promotional mix. Integrated
marketing communication uses channels like
advertising, sales promotion, PR, personal
selling, events etc.
 What is advertising?
• Advertising is the means of informing
and influencing a large audience to buy
a product or service through visual, oral
or written messages.
• Advertising can be summarized as a
paid form of non personal presentation
and promotion of ideas, goods or
services.
 Benefits of Advertising
• Launch of a new product
• Increase in markets
• Mass sales
• Competitive spirit
• Creates goodwill
• Consumer awareness
• Direct link
• Creates employment
 Communications Channels

Personal
Selling
Personal
Personal
Channels
Channels
Word of
Mouth

Print
Media
Nonpersonal
Nonpersonal
Channels
Channels
Broadcast
Media

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Attractive sources are appropriate for image-
related products

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

What is the symbolic meaning of the
Snuggle bear?

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Images Encoded in Pictures Convey
Emotions Very Powerfully

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Tremor Recruits Teens to Generate
Word-of-Mouth

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
 Visual Communication
• Visual Communication is a way to present
ideas in a graphical manner giving more
meaning to the message. It is an efficient
way of turning marketing strategies into
meaningful content. Visuals give an
opportunity to invoke emotions in an
audience and create more impact.
• Types of visual communication include
animated GIFs, screenshots, videos, pie
charts, infographics, and slide deck
presentations.
Benefits of Visual Communication
•Deliver information more directly.

•More flexible than verbal communication.

•More attention-grabbing and engaging.

•Makes an impact on the audience.

•Increase the credibility of your message.

Psychological and Emotional Aspects
of Color
• Warm colors like red, yellow and orange evoke
higher arousal emotions, such as love, passion,
happiness, and anger. Cool colors, like blue, green
and purple are linked to calmness, sadness and
indifference. Colors can trigger these arousal
states and emotions.

• Color can cause feelings of boredom and calmness,

or stimulation and liveliness. Colors may cause the
nervous system to become disturbed, and the body
reacts in negative ways to this stimulus. Colors can
affect one's reaction to sounds, taste, smells, and
time perception.
Psychological and Emotional Aspects
of shapes
• The science studying the influence of shapes on
people is known as the psychology of shapes. The
study claims that each shape has its own meaning
and influences our minds and reactions
differently. There are many psychological tests
that are used to define the personality or mental
condition via shapes.

• The circle is a universal symbol with extensive

meaning. It represents the notions of totality,
wholeness, original perfection, the Self, eternity,
timelessness, all cyclic movement, God
 Advertising is a powerful communication
force, highly visible, and one of the most
important tools of marketing communications
that helps to sell products, services, ideas and
images, etc.

 Most research focuses on the communication

effect rather than sales effect because it is a
long run process.

 The advertisers are therefore, concerned with

their impact on consumer awareness and
attitude.

 It is easier to assess the communication effect

of advertising than the sales effect.
 Why content of advertisement is
important?

Advertising increases awareness and

sales for your organization by helping
to distribute your content, differentiate
your brand from your competitors,
increase brand equity, create desires,
and retain customers.
 Why content development is
important?
 By developing content, you as a company are
enabled to connect and engage with your
target audience in a way that was not
possible before.

 Well-executed content development efforts

lead to the development of thought
leadership for your company as a whole and
your executives.