Amity- Business Communication 2

8/4/2019 Amity- Business Communication 2

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BUSINESS

COMMUNICATION



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CHAPTER ± 1

µTHE COMMUNICATION PROCESS¶

CONTENTS

1. PRINCIPLES OF COMMUNICATION

2. DEFINITION & PROCESS OF COMMUNICATION

3. COMMUNICATION NETWORKS

4. THE FIVE COMMON COMMUNICATION NETWORKS IN

ORGANIZATIONS5. TYPES OF COMMUNICATION

6. WHAT A µSENDER¶ OR µSPEAKER¶ SHOULD KEEP IN MIND?

7. HOW EFFECTIVE BUSINESS COMMUNICATION µPAYS OFF¶?

8. THE CHALLENGES OF COMMUNICATING FOR BUSINESS

9. ORAL COMMUNICATION10.PREPARATION FOR THE ORAL PRESENTATION

11.LISTENING

12.BARRIERS TO COMMUNICATION

13.FEEDBACK

14.THE µJOHARI WINDOW¶



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CHAPTER - 1

µTHE COMMUNICATION PROCESS¶



PRINCIPLES OF COMMUNICATION

INTRODUCTION

� Derived from the Latin word µcommunis¶ - µto share¶ , it is thesharing of ideas, concepts, feelings and emotions.

� Whether we are walking, talking, playing, sitting or even

sleeping, messages are being formulated and transmitted.

� The ability of man, to symbolize or understand concepts interms of images or symbols, is THE ability that helps him tocommunicate.

µCommunication, therefore, is much more than an understanding of the spoken or written language¶.



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DEFINITION OF COMMUNICATION

It is a two-way process in which there is an

exchange and progression of ideas towards a

mutually accepted direction or goal.

T he process of communication consists of the

following elements or factors:

1. Sender ± writer, speaker, encoder.

2. Message.

3. Medium ± letter, memo, report, speech, chart, etc.

4. Receiver- reader, listener, perceiver, decoder.

5. Feedback.



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1. Sender

� The initiator of the communication process.

�Selects, encodes and transmits ideas to the receiver. The entireresponsibility of communication rests entirely upon him.

� Must ensure a correct mix of images and words and it is thecombination of these two, which will µforce¶ the receiver toµlisten¶ to him. Must make communication µreceiver specific¶.

2. Message

� The encoded idea, which is transmitted by the sender.

� The formulation of this message is very important as it canmake the receiver turn hostile, should he interpret it

differently.� The µordering¶ of the message, should be based on the

requirements of the listener, so that its significance isimmediately grasped.

� The message will have made its impact the moment the receiver

finds that his goals have been codified and he will sit up andlisten.



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3. Medium

� A very important element of communication - could either be, oral, written ornon-verbal.

�

Before communicating, the medium should be decided.� In oral communication, a little informality can be expected, but as far as written

communication is concerned, all the µrules of communication¶ must be observed.� Anything put down in writing is a document and would be filed for records or

circulated to more than one person. This all-important aspect should be kept inmind.

4. Receiver

� The listener is in receipt of an encoded message, which he attempts to decode.� If the goal of the sender is similar to that of the receiver, the receiver becomes

attentive or more receptive.

5. Feedback

� This is the most important component.� Communication is termed µeffective¶ , only when there is a feedback.� Errors and flaws in business are a result of lack of feedback.� Lack of confirmation through feedback and discrepancy between the messages

transmitted and understood, results in erroneous conclusions.



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PROCESS OF COMMUNICATIONF irst Phase

� Sender selects a message, encodes it and transmits it to the

receiver through a medium, oral, written or non-verbal.� The receiver on receipt of message, decodes it and gives an

internal response to the perceived message. The difference inµperception¶ of a thought by the sender and the receiver, canlead to a difference in encoding and decoding.

Second Phase

� The receiver formulates his message, encodes it and transmits itto the original sender, who is now the receiver.

� This is the µfeedback¶ aspect. Without feedback, it is impossible

to assume whether effective communication has taken place. If there is agreement from the receiver¶s side, the communicationis hassle free. However, there will be occasions when thereceiver may not be in agreement with the sender. This does notmean a breakdown in communication. It can be interpretedthat effective communication has been temporarily stalled and

can resume after further discussions.



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For communication to be termed µeffective¶ there should

be a well-defined goal in the mind of the sender. The

sender, therefore needs to adhere to the following:

1. Create awareness in the mind of the receiver on the

topic.2. Forward his point of view, clearly (clarity) and

precisely. This will remove any confusion in the

receiver¶s mind.

3. Use communication strategies to enable a smoothflow of discussion.

4. Correct/reinforce ideas in the receiver¶s mind

regarding the goal of communication.



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Basic Purpose of Communication

1. It saves time.

2. It helps in coordinating, collating and issuinginstructions.

3. It helps in improving speaking abilities,listening, interacting, writing, convincing and

persuading.



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Communication Network

The communication network in an

organization is of two types:

1 . Internal.

2. Ex ternal.



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1. Internal Communication

� Effective downward and upward internal communication is avital means of attending successfully to matters of companyconcern.

� It helps decrease absenteeism, grievances and turnover as wellas increase in job satisfaction, productivity and profits.

� Interaction between members of the same organization is calledinternal communication.

� Could be both, formal and informal .

� Upward internal communication is of great importance, since

executives sincerely seek frank feedback from employees andstockholders.

� They listen more closely to opinions, new ideas, complaints andsuggestions ± especially when these are clearly and effectivelystated.



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( a) F ormal Communication

� Used by large organizations employing a large

work force, since it is impossible to directlyinteract with every one.

� Newsletters, Annual reports etc. are used to

communicate essential messages.� In large set-ups, it is also not necessary to

communicate to every member.

( b) Informal Communication� Organizations with a small work force, where

direct interaction is possible, resort to the use of informal communication.



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( c) Channels of Communication

These are:

( i) Vertical

( ii) H orizontal / Lateral

( iii) Diagonal



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( i) Vertical Communication

� Vertical communication is the upward and downward

flow of messages.� Information is transmitted from the top management

to the employees and vice versa.

� When the number of people in an organization is large

& it is not feasible to percolate the information down,µgo-betweens¶ or an µopinion leaders¶ help is taken.This however can pose other problems likeinformation getting distorted.

�

It must be ensured that the number of people throughwhom the information is being percolated down, arereduced.

� Efforts must also be made to ensure a µone-to-one¶

communication within departments.



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( ii) H orizontal/Lateral Communication

� Generally used by peers or colleagues.

� One of the most effective forms of

communication, since the µchain-of-command¶

technique does not come into play amongstcolleagues.

� Lack of lateral communication results in lack

of coordination and cooperation.

� Can also result in duplication of work and

messed up employee relationship.



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( iii) Diagonal Communication

� Communication does not always follow a stipulated

laid down path.� Is different from the vertical and lateral forms of

communication - does not have any direct path forinformation to travel.

�Could move upwards, then laterally and finallydownwards, or, could even skip certain stages.

� Builds relationships and binds ties and bonds betweensuperiors and subordinates.

� Also gives rise to gossip, µgrapevine¶ and rumour - noone is directly responsible for the flow of information& hence no one takes responsibility.

� Managers - who control the flow of information -

avoid this channel.



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2. External Communication

� Communications to people outside the organization ±

customers, inquirers, suppliers and the public ± canhave a far-reaching effect on the reputation andultimate success of the organization.

� The µright¶ letter, a telephone call, or even a personal

conversation can win back a disgruntled customer,create a desire for a firm¶s product or service,negotiate a profitable sale, help an inquirer who is apotential customer and in general, create goodwill.

� This form of communication is an ongoing process.� The image of the company/organization is contingent

upon the relationship that it maintains with peopleoutside.



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Ex ternal communication can be any of the

following :

1. Advertising.

2. Mediainteraction.

3. Public Relations.4. Presentations.

5. Negotiations.

6. Mails.

7. Telegrams.

8. Letters.

T his communication caneither be oral or written.Corporate communications

generally fall in the realmof Advertisement, Mediaand PR. Whilecommunicating internally,an individual can afford tobe la x at times, but not sowhen he is interacting e x ternally.



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T he F ive Common Communication Networks in

Organizations

1. Chain. Where one person transmits information toanother as per the chain in the organizationhierarchy.

2. Wheel. Where one person (a supervisor, for instance),

can communicate with (say) four subordinates, butthe subordinates do not communicate with each other.

3. Circle. Where each member can interact with theadjoining member.

4. All-Channel. Where each of the individuals cancommunicate with all others.

5. Inverted Y. Where two people report to a boss, whohas two levels above, and the communication flows inthe pattern as shown in the figure below.



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Types of Communication

Communication is of three types:Oral; Non - Verbal & Written .

1 . Oral communication - Words; Articulation.

2. Non-Verbal ± Body language; Signs and

Symbols; Territory/Zone; Object language.

3. Written ± Reports; Illustrations; Memos;

Telegrams; Fax; e-mails; Tenders; Others.



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1. Oral Communication

� Emanates from the mouth. Comprises of words andthe manner in which they are pronounced. This iscalled µvoice articulation¶.

� People pay more attention to voice modulations than

they do to the actual words.� Focus on body language - 55%. Voice articulation -

38% and a mere 7% to the verbal content. If all threeare harmonious - no problem - but if there is a

dichotomy between the two, a conflict occurs in thelistener¶s mind.

� More belief in modulation and body language, thanin words. Words need to be chosen very carefully as

they denote and connote a meaning.



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2. Non-Verbal Communication

� Extremely effective form of communication.

� Non-verbal communication takes up 55% of alisteners time - far more than merely listening to thewords and the voice articulation of the speaker.

� Body language ± the ability of a listener to read and

understand the µmind and thoughts¶ of the speaker.

� Four zones or territories around any individual - theµintimate¶, µpersonal¶, µsocial¶ and the µpublic¶ zone.Entry into a particular zone depends upon the

relationship enjoyed.� What a person wears, carries etc, all send a message.

� Clothes also send signals, which are interpreteddifferently.



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3. Written Communication

� A totally different form of communication; takes various forms.

The writer must be sure, cautious and extremely careful whenformulating a message, if it is a formal message.

� Anything put down in writing, is a document of information,which is likely to be circulated. The writer trying to shift standis limited.

� In oral communication, one can be misunderstood, or a point of view not comprehended in the manner wished. Not so in writtencommunication. The importance of this communication, mustbe understood in its entirety.

�

Written communication is generally bound by the dictates of the organization.

� Organizations usually have typical formats, styles, which if deviated from, can cause problems. The advent of technologyhas been a major fillip and we now have the reliable e-mail,

which is an excellent form of written communication.



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T he difference between oral and written forms

of communication can be tabulated as under :

Oral

1. Is interactive.

2. Fluid

3. Brief

4. Non-restrictive in

place

5. Immediate feedback

Written

1. Is non-interactive

2. Restrictive in place

3. Has no immediate

feedback

4. Takes longer time



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What a µSender¶ or µSpeaker¶ should keep in mind?

1 . CR E DIBILI T Y

Builds trust - Is not builtovernight but over aconsiderable period of time.If the sender or speaker is acredible person, the

receiver will have noproblem.

2. COURTE SY

Once credibility isestablished, courtesy

follows. Everything shouldbegin and end on acourteous note. Relationships improve.

3. CLARI T Y

The sender, should beabsolutely clear about whathe is going to communicate.Once sure, the next step isthe transmission of the

message in a manner thereceiver will easilycomprehend . To makehim/herself comprehensible,the speaker should usesimple language.



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4. CORR E C T N E SS

Builds confidence.Anything stated should

be 100% correct andaccurate. Facts andfigures should be backedwith documents.

6. CONSIS TE NCY

Anything consistent, isstable. Ups and downs incommunication lead toconfusion. Changingstance should be gradualand not hard for thereceiver to comprehend.

5. CONCR ETE N E SS

Preferred to vague andabstract expressions.

Solid statementsreinforce confidence.Specific facts andfigures make a receivermore apt to listen.

7. CONCIS E N E SS

Saves time. The messageshould be brief. Thequantum of information

should be just right ± not too much and nottoo little.

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Amity- Business Communication 2