B.B.A. II Sem.

Subject: Business Communication

SYLLABUS
Class: - B.B.A. II Semester
Subject: - Business Communication
UNIT – I Communication-Defining communication, Process of
communication, Communication Model, Objectives of
communication, Principles of communication, Importance of
Business communication, Importance Feedback,

UNIT – II Dimensions of communication & Direction of communication,

Means of communication – Verbal & Non Verbal Communication,
Effective Listening, Principles of Effective Communication.

UNIT – III Non – Verbal Communication – Body language/Kinesics, Para

language, sign language/ Visual and audio elements, Channels of
communication – Formal, Informal/Grapevine, Barriers to
Communication

UNIT – IV Written Business Communication- Fundamental of Business

writing, Format of Business, Types of Business letter, Inquiry
letter, complaint letter Persuasive letter, Proposal, Report Writing.

Employment Messages Writing Resume, Application letter,

Writing the opening paragraph, Writing the closing paragraph,
summarizing

UNIT – V Spoken skills Conducting Presentation, Oral presentation,

Debates, Speeches, Interview, Group Discussion, English
Pronunciation, Building Vocabulary.

UNIT-VI Barriers to Effective Communication and ways to overcome

them, Listening: Importance of Listening, Types of Listening ,
Barriers to Listening and overcoming them, Listening situations,
Developing Listening Skills,

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B.B.A. II Sem. Subject: Business Communication

Unit 1
INTRODUCTION
The word communication originates from the Latin word “communis”, which means “common” and the word
business stands for any economic activity which is undertaken with a view to earn profit and the
communication undertaken in the process of this activity is termed as "business communication.

DEFINITION
Communication is a process of passing information and understanding from one person to another.
Keith Devis
Communication is generally defined as the activity of conveying information. Communication has been derived from the
Latin word "communis", meaning to share.
Wikipedia
Communication is something people do. To understand human communication process, one must understand
how people relate to each other.
Wilbur Schramm

MEANING
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”.

OBJECTIVES &PURPOSE OF COMMUNICATION :- The main objectives or function of Business

communication are interrelated and are given below.
This can be divided into “Internal” & “External” function :
1.Internal Objectives or function :
a.Information to Management
b.Information to employees
c. Co-ordination
d. Communication helps in improving the morale of the employees, because they are made aware of their role
in business firm.
e. Means to achieve business goals through informing,
connecting,educating,stimulating,persuading,reassuring and integrating.
f. Helps to accomplish results
g. To provide needed decision support

2. External Objectives or Functions :- Business communication helps in linking the business firm with
outsiders. Some of the important external functions are :-
a. Sale of good and services
b.Relation with suppliers
c. Information to other parties.
d. To enable organization to become dynamic.
e. To face emerging challenges
f. To provide advice
g. To educate and train customer

Importance of Business Communication

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 Persuasion is one of the factors of marketing communications. Persuasion is the main reason
companies engage in marketing: to persuade their target audience to take action, as in, buy their
product or subscribe to their services, make a phone call, or donate money.
 All marketing communication is goal oriented, as the predetermine objective helps to create effective
marketing communication strategy.
 Every successful marketing communications helps plan the marketing message at every contact point
that are received by the target audience.
 It facilitates in controlling the performance and take necessary remedial actions on the basis of
feedback information from them.
 Communication creates a meeting of minds and improve industrial relations. It helps to develop
mutual co-operation and understanding thereby improving industrial productivity.
 Communication is indispensable for every organization to develop and maintain reputation or
goodwill with its customers, investors, dealers, suppliers etc.

Principles and Nature of Communications

The transmission of any meaningful message is communication. It is as natural a phenomenon as existence
itself. Whether we recognize it or not, we have no option but to communicate.Then we here stands for all
things living. A baby cries to convey its hunger. A dog barks to warn his master of an intruder. Corporate
organizations which, after all, consist of the human element, use information- based systems like
Management Information System (MIS), Decision Support System (DSS) and Strategic Information System
(SIS) to run businesses successfully.

This is what communication is all about. Communication is an integral part of human existence.
Communication contributes enormously to the success or failure of every human activity. Communication is
essentially the ability of one person to make contact with another and to make himself understood.

Since man is a social animal, it is vital that he express his feelings and emotions, receive and exchange
information. It is here that communication comes into play.

In case of organizations, it becomes even more important as people working in different departments have to
achieve common objectives. The working of inter-personal relationships is possible only through
communication.

Apart from binding its various components internally, communication is what links an organisation with the
external world. Thus, communication is regarded as the foundation of a successful organisation. No group can
exist without communication.

Communication has a significant impact on the ultimate potency of an organisation. It is only through
communication that ideas, information, attitudes or emotions get conveyed from one person to another.At the
individual level also, effective communication skills are responsible for success. According to a survey of
America’s most successful managers by a leading American magazine, Fortune, excellent communication skill
was one of the prime determinants of success.

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. Business Communication is know n as back
bone of any Organization thus various activities in business need an effective and systematic communication.
Without efficient communication, one cannot 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

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B.B.A. II Sem. Subject: Business Communication

business organization. We can prove this statement more clearly through following points.

Gain clarity over - WHO? WHERE? WHAT? HOW MUCH? FORM, CHANNEL, PERIOD and WHAT WAS IT?
 Communication involves plurality of persons
 Existence of message is essential which may be the orders, instructions or information about the
managerial plans, policies, programmes
 It’s a two way and continuous process
 Its primary purpose is to motivate a response
 Communication may be formal controllable or informal uncontrollable
 It can be in vertical, horizontal or diagonal

The Seven Cs of Communication help overcome barriers:

1. Consideration: consideration states that every message should be prepared keeping in mind the person
who will be the receiver of the message. Receiver's interest should be kept in mind while drafting the
message. Specific ways to indicate candidness are: -
 Focus on "you" attitude instead of "I" on "We"
 Material or content of the message should be from reader's point of view.
 Use of positive words should be allowed so that positive reaction could be received by the readers.
 Benefits of readers should be the prominent part of message.
Examples:
We Attitude: I am delighted to announce that there will be extra classes for the students in college to clarify
their problems.
You Attitude: You will be able to clarify your problems in the extra classes organized in college.
2. Clarity: Clarity is most important characteristic of communication especially in case or oral
Communication/Presentation. Clarity in words, language of expression is very important to ensure proper
presentation of ideas, message one wants to communicate during conversation.
Clarity can be achieved through following ways:
 Precise, familiar use of words or language during communication, Effective sentences should be framed,
 There should be unity in all one words of message so that the main idea of message can be properly
communicated.
 Short length sentences of average 17 to 20 words should be preferred.
3. Completeness: Complete message is very important to communicate the main idea or information behind
the message. Oral presentations should be as far as possible planned on restructured and all the information
related to message should be properly communicated.
Guidelines for ensuring completeness are as follows:
 Provide all necessary information required for accurate understanding of message.
 All Questions asked by the audience should be properly answered by presenter during oral
presentation/communication.
 Some extra information when ever desirable should be given to audience to make the presentation topic
more clear, specific of complete.
4. Conciseness: Conciseness is the essential requirement of oral communication. Concise message saves
time on expense for both sender on receiver concise means brief, short on informative message which is able
to explain the idea of message with minimum words. Words in message should not be repetitive in nature &
only relevant information should be communicated in message.
5. Correctness: In oral communication grammatical errors should be avoided. Right level of language should
be used both in formal & informal communication. Use of accurate words and spellings should be considered.
6. Concreteness: it means specific, definite on valid use of information than vague or general. Concrete facts
on figures should be used to make the receivers know exactly what is required or desired. Concrete language

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B.B.A. II Sem. Subject: Business Communication

on information helps in interpreting the message in same way as communicate intend to communicate the
message.
7. Courtesy: A proper decorum of speaking should be maintained while making oral communication/
presentation. One should say things with force of assertive without being rude. Polite or humble language
shall be used which should not be insulting, against the religious, social as personal values of listener.
Discriminatory language based, on gender, race, age, colour, cost creed, religion etc should be avoided.

ELEMENTS IN COMMUNICATION
1. Sender:
Someone who is sending the message to someone lese. For example, in ad the brand being advertised is
‘Pantaloons’. Naturally, the maker of this brand is the sender of the advertising message.
2. Encoding:
When we address someone, we use language, visuals, body gestures, etc. to communicate. All these are
called symbols. The process of putting our thought into symbolic forms is called encoding. In a following
Ad, you see a face full of wrinkles. Then you read the headlines which simply say: “Wrinkle free.” This
process of communication is called encoding.
3. Message:
The symbols themselves constitute the message. Hence, the visuals, headlines body copy, tag line, brand
name, logo, etc., are all parts of the message. If you have already heard the name of ‘Pantaloons’, then the
message being given to you is that are dealing with a known company.
4. Media:
The channels used for sending the message across to the receiver (customer) is called medium (or
media; note that media is also singular). This Ad has appeared in the print media (just for the sake of
knowledge, TV is an audio-visual medium, radio is an audio medium, etc. You will learn more about
media in the second year). An individual member of the medium is called a vehicle. Here, India Today is
the vehicle. A vehicle is the carrier of the message.
5. Decoding:
Once we receive the message, we start interpreting it. For example, when you look at the wrinkled face
shown in the Ad, you realize how bad it looks. The implication is that your clothes will also look as bad if
they were not wrinkle free. Likewise, there are visuals of a shirt and a pair of trouser. These
immediately give you the message that the Ad is perhaps for readymade clothes. At the bottom, the
message given is that the brand is available at various cities and Pantaloon Shoppes.
6. Receiver:
A receiver is one who reads/listen hears the message of the communicator. For example, any reader of
India Today who is likely to see this Ad, is the receiver of the message. It may be noted, however, that
the communicator (in our example, the manufacturer of Pantaloons) is not interested in just any
receiver (i.e. any reader of India Today) but only those who would be interested in using his product.
Thus, if never wear trousers, then the company will not be interested in me.
7. Response:
After having read the ad, I will react to the message. My reaction (alternatively known as response)
could be objective (if I accept what the sender of the message is saying) or negative (If I don’t accept the
message). For example, the body copy in the Ad says: “Pantaloons presents T 2000….” I may get
impressed by the fact that the range has T 2000 choices available! But I may also reject the claims made
in the body copy in case I find them unbelievable.
8. Feedback:
Every communicator waits to know whether the message (a) has reached the target audience or not,
and (b0 whether it has been accepted or not. In other words, one waits for feedback from the audience.
The most desirable form of feedback from the marketer’s point of view, of course, would be the
purchase of the product by the customers. Thus, after this Ad is released in the media, if the sale of such
trousers goes up significantly, the feedback is said to be positive. Similarly, if the company conducts a
surveys and questions about the intention to buy; and customers say that they will buy the brand,
again, the feedback is positive.

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B.B.A. II Sem. Subject: Business Communication

PROCESS OF COMMUNICATION
The process of communication involves two or more persons participating through a medium that carries the
information or message for a particular purpose which is mutually understood by both the sender and
receiver. Only when these conditions are fulfilled, a significant communicative situation will take shape

4. Noise
(Physical and Psychological Distraction

1. Source 2. Message and 3. Communication 5. Receiver

(Encoding) content Channel media TV. (Decoding)
Radio, Newspapers,
Magazines, Internet,
Mail, Phone

6. Feedback-Interactivity

 Immediate Response
 Delayed Response
 No Response

The receiver is anyone who is exposed to a message. Once receiver, receive a message, they decode it.
Decoding is the process of interpreting what a message means. After customers decode a message, they
respond in some way, indicating to what extent the message was received, properly decode, and persuasive.
This response is called feedback, which is a response that conveys a message back to the source.
The communication process occurs in a context or environment where other things are going on-competitive
brand message, people walking by, a telephone ringing, as well as thoughts inside customers’ heads. These
“other things” are called noise-interferences or distractions that can negatively affect the transmission and
reception of a message.

FEEDBACK AND MEASURING COMMUNICATION RESULTS :-

Feedback is the essence of two-way communication. In two-way communication, the sender must wait for
receiver’s response before deciding what to say nest and how to say it. Feedback is the check on how much
successful one has been in transferring his message as originally intended. If there is no
feedback.Communication will be incomplete and ineffective. Based on feedback, a sender may either alter the
presentation of the message or cancel it entirely. Thus, there is no alternative to feedback.

Feedback can be seen as informal (for example in day-to-day encounters between teachers and students or
trainees, between peers or between colleagues) or formal (for example as part of written or clinical
assessment).

What is Feedback The observation of the receiver’s response is called feedback. In other words, the part of
the receiver’s response communicated back to the sender is called feedback. Actually it is the amount of
response of the receiver that reaches to the sender. It enables the sender to evaluate the effectiveness of the
message. Some definitions on feedback are given below-

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According to Bartol & Martin, “Feedback is the receiver’s basic response to the interpreted message”.
In the opinion of Bovee & Others, “Feedback is a response from the receiver that informs the sender how
the communication is being received in general”.

Importance of Feedback
1. Basis of problem solving: In two way communication, feedback is compulsory. The sender can only
justify the attitude of the receiver if feedback is provided. So, feedback ‘ ensures the basis of problem
solving and this is one of the importance of feedback.
2. Democratic approach: It is a democratic approach to communication. It involves participation of the
receiver and therefore provides scope to express opinion. It is another advantages of feedback.
3. Effective communication: Two-way communication gets confirmed that the message is rightly sent
and can understand the success or failure of communication.
4. Identification of Improvement Area: Feedback gives input to the sender regarding the message
provided by him. This helps to improve the communication problem.
5. Better understanding: Feedback helps to understand the view and opinion of the receive. With better
understanding, sender decides for the next step.
6. Creating healthy relations: One way communication cannot create healthy relation in case of labor
management. Hence two way communications are effective and therefore lower level employees can
depend on feedback to raise their voice.
7. Effective coordination: Feedback enables effective coordination in an organization. All concerned
departments can share the work-in-progress through the means of feedback. This supports for the
successful completion of a job or transactio

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COMMUNICATION MODELS
SHANNON WEAVER MODEL
In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an American
scientist both presented this model. It was specially designed to develop the effective communication between
sender and receiver. Also they find factors which affecting the communication process called “Noise”. At first
the model was developed to improve the Technical communication. Later it’s widely applied in the field of
Communication.

Received
Message Signal Message
Signal

INTERACTIVE MODEL
With slighter change in Shannon weaver model, the interactive model can me developed. Feedback is an
avoidable stage in communication by introducing this phase to the above model we get interactive model of
communication which is as follows.

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Message Signal Received Message

Signal

Feedback

INTERMEDIARY MODEL
An intermediary model of communication was developed by Katz and Lazarsfeld in 1955. it focuses on the
important role held by the intermediaries in the communication process. Many of these intermediaries have
the ability to decide and influence the messages, the context and ways in which they are seen. They often have
the ability, to change messages or to prevent them from reaching an audience.

TRANSACTIONAL MODEL
The transactional model of communication takes into account noise or interference in communication as
well as the time factor. The outer lines of the model indicate that communication invalves both systems of
communicators and personal systems. It also takes into account changes that happen in the fields of
personal and common experiences. The model also labels each communicator as both sender as well as
receiver simultaneously. There is this interdependence where there can be no source without a receiver and
no message without a source. Communicators depends on factors like background, prior experiences,
attitudes, cultural beliefs and self-esteem.

Models of Communication
There are many communication models to understand the process involved in it as developed by different
theorists two types of models are –

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1. Linear Models and

2. International or Interactional models

According to Aristotle in a communication event, there are three main ingredients, such as:
1. The speaker
2. The speech and
3. The audience
Subsequently, a number of experts have developed modern models of communication which are more complex
and dynamic.

Shannon and Weaver Model

They considered the theory as strictly mathematical can has been identified with technology and technical
aspects of communication. They considered communication as a mechanistic system consisting of the
following five basic elements. They are
1. Information – Source
2. Transmitter – to convert a message into transmittable signals
3. A channel
4. A Receiver – Who reconstructs the message from the signals
5. Destination – The person or machine to whom it is intended

the other four components, he introduced in the system, are –

1. The message 3. Received Signals
2. Transmitted Signals 4. Noise Source

The degree of difference in meaning between the sender and the receiver is accounted for by noise. The
mathematical theory of communication is also used in developing the information and computer science.

David K. Berlo's Model

Berlo's model is of basic importance in developing other communication models and for Identifying elements
of communication. Berlo's process theory has contributed a great deal to the subject of communication.

The following nine components are included in his model:

 A Source  A Encoder
 A Message  A Channel
 A Received  A Decorder
 A Meaning  A Feedback
 A Noise
Fig. David K. k Berlo's Mold

Harhold D.Lasswell Model

The communication process of Lasswell, in its broader analysis, gives rise to four basic and important

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B.B.A. II Sem. Subject: Business Communication

questions. They are Who? What? Whom? Which? The behavioural aspect of the sender in the communication
process is well-established by Lasswell. But his model ignores the essential elements of the communication
process.

WHO
Sender
SAYS wAtur
IN
MEDIA
10 WHOM
RECEIVER

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INTERPERSONAL OR INTERACTIONAL MODEL

Feedback with reference to the communication process means interaction or interface or face-to-lace
communication with another person who is the receiver of the message. The purpose feedback is to
measure and evaluate the message received by the receiver and to plan for future communication.
Thus, feedback may result in revision or alteration of the original message or sending altogether a new
message.

It is necessary to have interaction between the sender and the receiver. This has given rise to
interpersonal or interactional model of communication. It is the interaction which facilities the return
information called feedback. This may be effective by the words, signs of behaviour change. By this, the
cycle or circular flow of the words, sing or behaviour change. By this, the cycle or circular how of
communication is complete. This is two-way communication or international or international is
complete. This is two way communication or interpersonal model. The linear model is known as one-
way communication. This is the reason why effective communication is called interpersonal or
interactional communication.

The interpersonal model of communication demands the presence of the following elements in the
process of communication;

1. Message or idea or stimulus

2. Sender or transmitter or communicator
3. Encoding
4. Channel
5. Medium
6. Receiver
7. Decoding
8. Action or behaviour change
9. Feedback
Essentials of Good Communication – Seven C’s of Communication
1. Clarity: - Clarity of idea, facts, and opinion in the mind of communication should be clear before
communication. It is a thinking process to conceive the subject.
2. Information: - All communication contains information while all information cannot
communicate a message.
3. Completeness:- The subject matter to be communicated must be adequate and full so that
receiver' get the message.
4. Emphasis on Attention: - communication is one in which receiver interest is created and they
should pay proper attention to the message.
5. Consistency:- The message transmitted should not be contradictive
6. Simplicity:- Avoid using superfluous words Unnecessary prepositions, jargon.
7. Follow up on Communication:- The language should be simple & only common words be used.
8. Support wards with deeds
9. Be a good listener
10. Credibility:
11. Context: The communication program must square with the qualities of its environment.
12. Content: - The message must have meaning for the receiver.
13. Capability:- Communication must take into a Count the capability of the audience.
Channels:- Channel of communication should be use according to receivers respects

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B.B.A. II Sem. Subject: Business Communication

Unit – II

Direction of Communication
[Channels of communication, Types of communication, Dimensions of communication, Barriers to
communication Verbal, Non-Verbal, Formal, Informal communication.]

Channels of communication
Introduction
In an organization, information flows forward, backwards and sideways. This information
flow is referred to as communication. Communication channels refer to the way this
information flows within the organization and with other organizations.
A communication channel is the medium, mean, manner or method through which a message
is sent to its intended receiver. The basic channels are written (hard copy print or digital
formats), oral or spoken, and electronic and multimedia. Within those channels, business
communications can be formal, informal, or unofficial. Finally, communications can be rich or
lean.

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Types of channel of communication :-

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Formal communication channel :-

 A formal communication channel transmits information such as the goals, policies and procedures
of an organization. Messages in this type of communication channel follow a chain of command.
This means information flows from a manager to his subordinates and they in turn pass on the
information to the next level of staff.

 An example of a formal communication channel is a company's newsletter, which gives employees

as well as the clients a clear idea of a company's goals and vision. It also includes the transfer of
information with regard to memoranda, reports, directions, and scheduled meetings in the chain
of command.

 A business plan, customer satisfaction survey, annual reports, employer's manual, review
meetings are all formal communication channels.

Informal communication channel :-

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B.B.A. II Sem. Subject: Business Communication

 Every company also has an informal communication network (or grapevine), which
goes to work whenever two or more employees get together and start talking about the
company and their jobs.

 informal communication can take place just about anywhere (in one person’s cubicle, in
the cafeteria, on the golf course) and by just about any means (phone, e-mail, instant
messaging, face-to-face .

conversation).

 Within a formal working environment, there always exists an informal communication

network. The strict hierarchical web of communication cannot function efficiently on its
own and hence there exists a communication channel outside of this web. While this
type of communication channel may disrupt the chain of command, a good manager
needs to find the fine balance between the formal and informal communication channel.
 An example of an informal communication channel is lunchtime at the organization's
cafeteria/canteen. Here, in a relaxed atmosphere, discussions among employees are
encouraged. Also managers walking around, adopting a hands-on approach to
handling employee queries is an example of an informal communication channel.

 Quality circles, team work, different training programs are outside of the chain of
command and so, fall under the category of informal communication channels

Types of communication
Communication is simply the act of transferring information from one
place, person or group to another.

Every communication involves (at least) one sender, a message and a

recipient. This may sound simple, but communication is actually a
very complex subject.

The transmission of the message from sender to recipient can be

affected by a huge range of things. These include our emotions, the
cultural situation, the medium used to communicate, and even our
location. The complexity is why good communication skills are
considered so desirable by employers around the world: accurate,
effective and unambiguous communication is actually extremely hard.

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B.B.A. II Sem. Subject: Business Communication

Verbal Communication :-

This involves the use of language and words for the purpose of
passing on the intended message. In general terms, Verbal
Communication means communication in the form of spoken words
only. But, in the context of types of communication, verbal
communication can be in the spoken or the written form. Thus, the
verbal form may be oral or written as discussed below.

 Written Communication: This kind of communication

involves any kind of exchange of information in the written form.
For example, e-mails, texts, letters, reports, SMS, posts on social
media platforms, documents, handbooks, posters, flyers, etc.

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B.B.A. II Sem. Subject: Business Communication
 Oral Communication: This is the communication which employs
the spoken word, either direct or indirect as a communication
channel. This verbal communication could be made on a channel
that passes information in only one form i.e. sound.
You could converse either face to face, or over the phone, or via
voice notes or chat rooms, etc. It all comes under the oral
communication. This form of communication is an effective form.

Non- Verbal Communication –

Nonverbal communication is the process of sending and receiving messages without

using words, either spoken or written. Also called manual language. Similar to the way that
italicizing emphasizes written language, a nonverbal behavior may emphasize parts of a verbal
message.
Nonverbal communication includes gestures, facial expressions, body movement, timing,
touch, and anything else done without speaking. People seem to notice nonverbal
communication more than verbal. For this reason, it's important to control yourself
nonverbally. Tone of voice, volume, and pitch are all ways to effectively communicate
nonverbally.

According to L. C. Bove and others, “Non-verbal communication is

communication that takes place through non-verbal cues: through
such form of non-verbal communication as gesture, eye contact, facial
expression, clothing and space; and through the non-verbal vocal
communication known as Para-language.”

According to Lesikar and Pettit, “Nonverbal communication means all

communication that occurs without words (body movements, space,
time, touch, voice patterns, color, layout, design of surroundings.)”

According to Himstreet and Baty, “Non-verbal communication includes

any communication occurring without the use of words.”

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A firm handshake or warm hug indicates something very different than a loose pat
on the back or a timid handshake does. The sound of our voice, including pitch, tone
and volume are also forms of non-verbal communication.

TYPES OF Non Verbal Communication :-

(1) Body Language

(2) Proxemics
(3) Para Language
(4) Sign Language

. (1) Body Language :- Body language is a type of nonverbal communication that relies
on body movements (such as gestures, posture, and facial expressions) to convey messages.

Body language may be used consciously or unconsciously. It may accompany a verbal

message or serve as a substitute for speech.

Types of Body language in Communication is as Follows-

1. Facial expressions- The expression of the face is the most obvious aspect of body
language. Expressions accompany the speaker’s words and also indicate the listener’s
reaction.
2. Eye contact- The study of the role of eyes in non-verbal communication is sometimes
referred to as “oculesics”. Eye contact can indicate interest, attention & involvement.
3. Gestures-A gesture is a non-vocal bodily movement intended to express meaning. They
may be articulated with the hands, arms or body, & also include movement of head, face,
& eyes such as winking, nodding, or rolling ones eyes.
4. Posture- It can be used to determine a participant’s degree of attention or involvement.
The difference in status between communicator & the level of fondness the person has
for the communicator.

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5. Bodily Contact :- Pushing, holding, tabbing, hugging, shaking hands. embracing etc. are included
in bodily contact.
6. Appearance :- It includes clothing, hair style and its colour, ornaments, cosmetics, make-up etc.
Although it may not seem to be directly related to body language, yet they do relate to
appearance of the face, eyes figure and thus meaningfully convey some meaning.
7. Silence :- To keep quiet and not to speak or not to answer is also medium of communication.
Silence is an expression of approval or disapproval.

Advantages of a Body Language

• It is easy to understand
• It is a support for verbal communication
• It puts life into communication
• It is a natural outcome
• It fills the gap created
• During a verbal communication

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(2) Proxemics :- Proxemics is the study of space and how we use it, how it makes us feel more or less
comfortable, and how we arrange objects and ourselves in relation to space.

Proxemics is also known as ‘Personal space language’, ‘time language’ or ‘ Surrounding language’. Thus there
are three forms or types of proxemics:
(i) Space language

(ii) Time language

(iii) Surroundings

(3) Para Language- Para language consists of two words . first ‘para’ which means ‘like’ or ‘similar’.
Second ‘language’ which refers to convey communication. So, Para language means ‘like language’. In this
we study ‘how’ a speaker says something, and not ‘ what’ he says. How he expreses himself is the subject
matter of para language.
In oral communication situations paralanguage plays an important role while speaking or listening. The
speaker or listener makes use of sounds like ‘Hmm’ – ‘ha’, or clicks his tongue or chuckles. These sounds,
though do not have a semantic value (meaning), are in fact important prompters in maintaining an

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unbroken communication chain.

It refers to the non-verbal elements of communication used to modify meaning and convey emotions.
 Paralanguage may be expressed cautiously & incautiously
 It includes pitch, volume, voice, tone.
 The study of paralanguage is known as paralinguistic.

Main factors of Para Language :- Main factors of Para language are as follows:
(i) Voice :- Pitch, speaking speed, pause, voice volume.
(ii) Proper stress
(iii) Mixed signals
(iv) Overall impression of oral message

(4) Sign Language :- In communication process, the communicator and the receiver mutually use some
signs, symbols or picturs to communicate message. Every languag itself is an orderly and systemetic series of
signs and symbols. From the early times human beings have been using signs and symbols to express their
thought , idea and feelings. These signs are of two types :
(i) Visual signs (ii) Audio signs

(i)Visual Signs:- Visual signs and symbol are the most effective tools of communication.

(ii) Audio Signs-

* The non-verbal communication in which the sounds are easily recognized without verbal or visual

communication. Like sirens, clarinets, flute, ambulance, police jeep, train horn, etc.

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Dimensions of communication

The dimensions are:

1. Downward Communication
2. Upward Communication
3. Horizontal or Lateral Communication
4. Diagonal or Cross-Wise Communication.

1. Downward Communication:

Downward communication refers to flow of information from higher to lower levels of the
organisational hierarchy. Information flows from top-most authority to the bottom-most persons
(workers) through various levels. This flow of information generally prevails where autocratic
style of management is dominant.

Contents of Information:
The following information generally flows in downward direction:
1. How to do a job.

2. Rationale for doing those jobs.

3. Policies and practices of organisation.

4. Performance level of employees.

5. The need to develop a sense of mission.

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Objectives of Downward Communication

1. Information 6. Persuasion
2. Instruction 7. Warning and Notice
3. Requests 8. Appreciation
4. Advice 9. Motivation
5. Counseling 10. Raising Morale

Problems of Limitations of Downward Communication

1. Filtration of Messages 6. Rely on written Media
2. Misunderstandings and confusion 7. Lack of Trust and Confidence
3. Reliability of the source 8. Lack of Feedback
4. Overload of Message 9. Rigidity
5. Timing

2. Upward Communication
Flow of information from lower-levels to higher-levels is known as upward communication.
Employees respond to directions and instructions through upward communication. This flow of
communication is suitable where democratic or participative style of management is prevalent.

Matters such as subordinates’ work-related problems, suggestions, ideas, opinions, feelings about
their superiors and co-workers etc. flow through upward communication.

Contents of Information:
The following information generally flows in upward direction:
1. Reports about subordinates’ work, achievements, progress and future plans.

2. Subordinates’ work problems which need the assistance of superiors.

3. Ideas or suggestions offered by subordinates to improve the working of any unit or organisation
as a whole.

4. Subordinates’ perceptions about their work, work environment and co-workers. Forms of
upward communication

Merits of upward communication:

Upward communication has the following merits:
1. It helps to receive feedback from the lower levels that facilitates the controlling function.

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2. It helps in knowing attitude of employees towards goals and plans. It facilitates effective
implementation of plans.

3. It increases morale and motivation to work. When employees know their grievances, ideas and
suggestions are considered by top managers, they feel morally committed to their work.

4. It provides managers with creative ideas and suggestions which they may not have thought of.

5. It strengthens superior-subordinate relationships and creates harmonious industrial relations.

6. It overcomes resistance to change as employees can present their fears and apprehensions
upwards.

Objectives of Upward Communication

1. Reports 6. Representations
2. Information 7. Complaints
3. Requests 8. Suggestions
4. Appeals 9. Importance of Upward Communication
5. Demands

Limitations of Upward Communication

1. Fear 6. Lack of confidence in Superiors
2. Distrust of Superiors 7. Fear of Criticism
3. Lack of Common Sharing 8. Lack of Self Confidence and Incentives
4. Long Chain of Command 9. Non-listening Attitude
5. Lack of Ability 10. Distance

3. Horizontal or Lateral Communication:

Flow of information amongst people at the same level is known as horizontal communication. It is
interaction amongst peer groups. It involves communication with people at the same level. Most

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common horizontal communication happens amongst functional heads. Marketing manager and
production manager interact with each other to coordinate demand with production schedules.

Horizontal or Lateral Communication takes place between:

1. Members of a particular work group.

2. Members of different work groups.

3. Members of different departments operating at the same level.

4. Members of line and staff.

It does not follow the official chain of command but cuts across it.

Objectives of horizontal communication:

Horizontal communication serves the following purposes:
1. It coordinates work assignments of different departments.

2. It helps in sharing information about organisational plans and policies.

3. It helps in solving organisational problems.

4. It develops understanding amongst all the organisational members.

5. It conciliates, negotiates and arbitrates differences arising on account of cultural and attitudinal
factors amongst employees.

6. It develops interpersonal support amongst people of different units.

4. Diagonal or Cross-wise Communication: Flow of information amongst people of different

departments at different levels is known as diagonal communication. When regional sales manager
talks to workers of finance or production department, diagonal communication is said to have

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taken place. People who are generally not in contact, come close to each other through diagonal
communication.

Forms of diagonal communication:

Diagonal communication can be oral and written. Oral communication takes place in meetings,
conferences, project teams etc., and written communication takes place through magazines,
bulletins boards, notices, circulars etc.

Merits of diagonal communication:

Diagonal communication has the following merits:
1. It increases efficiency and speed of work. People can directly talk to each other cutting through
the formal chain of command.

2. It boosts morale and commitment to work as employees can directly talk to managers.

3. It coordinates the activities of various departments as people can interact with each other.

4. It provides job satisfaction to employees.

Demerits of a diagonal communication —

1. These interfere with the normal organizational routine, & they cannot be effectively
controlled by the, organization.
2. It leads to the formation of a grapevine.
3. The staff members come to know about all the information even before it is circulated to
their heads or superiors.

[Informal communication]
(Grapevine)

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Introduction :- Informal communication is also known as grapevine communication because there is

no definite route of communication for sharing information.
If communication is done without maintaining the formalities prescribed by the organization, it is
called informal communication. The basis of informal communication is personal or informal
relationship between the members of a group. It is also known as grapevine that takes place when
the people of an organization or group, especially of same level or rank gather or meet tighter and
discuss informally. It has no definite pattern or direction though it is largely horizontal in nature. It is
a complex web of oral information flow linking all the members of the organization.

Meaning of Grapevine Communication,

 Grapevine means “the informal transmission of information, gossip or rumour from person
to person.”
 The term grapevine can be traced to civil war days when vine like telegraph wires were
strung from tree to tree across battlefields and used by army intelligence.
 In this network of communication, flow of communication is omni-directional.
 Grapevine network communicators can exercise positive or negative influences in the
organizational activities. Person of any rank can communicate with person of any rank.

• It forms a lease of informal relation between two or more

Individuals
• It is not planned & organized.
• It may be both official and personal.
• It is based on friendship or acquaintances.

Definition :- According to Bovee and Others, “Grapevine is an informal interpersonal channel of

information not officially sanctioned by the organization.

In the opinion of R.W. Griffin, “The grapevine is an informal communication network that can
permeate an organization.”

Newstrom and K. Davis said, “Grapevine is an informal system that arises spontaneously from the
social interaction of the organization.” Business Communication

Patterns or Types of Grapevine :- The grapevine does not have any definite pattern or direction,
though it is largely horizontal in nature. It can be effective horizontally, vertically and even
diagonally. Prof. Keith Davis, who has done some research work on the nature of grapevine, has
classified it into four basic types-

four major patterns of grapevine:-

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(1)Single Strand Chain: The single strand chain involves the passing of information through a line
of persons to the ultimate recipient. In the figure, the person A tells B, who tells C, who tells D, and
so on, till the information has reached most of the persons involved or concerned.

(2)Gossip Chain: In the gossip chain, one person seeks and tells the information to everyone. This
chain is just like the wheel where one person stays at the centre and the information passes along
the spokes of the wheel to others stationed on the rim. In the following figure, A is at the center and
passes the information to others staying on the rim of the wheel.
(3)Probability Chain: The probability chain is a random process in which someone transmits the
information to others in accordance with the laws of probability and then these others tell still
others in a similar way. This chain may also be called random process. The probability chain is
shown below-

(4)Cluster Chain: In the cluster chain, a person tells the information to the selected persons who
may in turn relay (pass) the information to other selected persons. Most of the information
communication follows this chain. Cluster chain is shown in the following figure-

Advantages of Grapevine Communication

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1. Grapevine channels carry information rapidly. As soon as an employee gets to know some
confidential information, he becomes inquisitive and passes the details then to his closest
friend who in turn passes it to other. Thus, it spreads hastily.
2. The managers get to know the reactions of their subordinates on their policies. Thus, the
feedback obtained is quick compared to formal channel of communication.
3. The grapevine creates a sense of unity among the employees who share and discuss their
views with each other. Thus, grapevine helps in developing group cohesiveness.
4. The grapevine serves as an emotional supportive value.
5. The grapevine is a supplement in those cases where formal communication does not work.

Disadvantages of Grapevine Communication

1. The grapevine carries partial information at times as it is more based on rumours. Thus, it
does not clearly depicts the complete state of affairs.
2. The grapevine is not trustworthy always as it does not follows official path of communication
and is spread more by gossips and unconfirmed report.
3. The productivity of employees may be hampered as they spend more time talking rather than
working.
4. The grapevine leads to making hostility against the executives.
5. The grapevine may hamper the goodwill of the organization as it may carry false negative
information about the high level people of the organization.

Barriers to communication Verbal

Introduction – No matter how good the communication system in an organization is,

unfortunately barriers can and do often occur. This may be caused by a number of factors which can
usually be summarized being as due to physical barrier, languages, organizational, emotional,
personal barriers.

A communication becomes successful only if the receiver understands what the sender is trying to
convey. When your message is not clearly understood, you should understand that your message is
facing a barrier

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Commonly Experienced Barriers

• Noise
• Lack of planning
• Wrong & unclarified assumption
• Culture
• Social –psychological barriers
• Emotions
• Filtering information
• Loss by transmission
• Goal conflict
• Offensive style
• Time & distance
• Improper Time
• Physical Distance
• Information Overload

Linguistic Barriers

The language barrier is one of the main barriers that limit effective
communication. Language is the most commonly employed tool of
communication. The fact that each major region has its own language is
one of the Barriers to effective communication. Sometimes even a thick
dialect may render the communication ineffective.

As per some estimates, the dialects of every two regions changes within a
few kilometers. Even in the same workplace, different employees will have
different linguistic skills. As a result, the communication channels that
span across the organization would be affected by this.

Thus keeping this barrier in mind, different considerations have to be

made for different employees. Some of them are very proficient in
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a certain language and others will be ok with these languages.

Psychological Barriers

There are various mental and psychological issues that may be barriers to
effective communication. Some people have stage fear, speech disorders,
phobia, depression etc. All of these conditions are very difficult to manage
sometimes and will most certainly limit the ease of communication.

Emotional Barriers

The emotional IQ of a person determines the ease and comfort with which
they can communicate. A person who is emotionally mature will be able to
communicate effectively. On the other hand, people who let their emotions
take over will face certain difficulties.

A perfect mixture of emotions and facts is necessary for an effective

communication. Emotions like anger, frustration, humor, can blur the
decision-making capacities of a person and thus limit the effectiveness of
their communication.

Physical Barriers of Communication

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They are the most obvious barriers to effective communication. These

barriers are mostly easily removable in principle at least. They include the
barriers like noise, closed doors, faulty equipment used for
communication, closed cabins, etc. Sometimes, in a large office, the
physical separation between various employees combined with faulty
equipment may result in severe barriers to effective communication.

Cultural Barriers

As the world is getting more and more globalized, any large office may have
people from several parts of the world. Different cultures have a different
meaning for several basic values of society. Dressing, Religions or lack of
them, food, drinks, pets, and the general behavior will change drastically
from one culture to another.

Hence it is a must that we must take these different cultures into account
while communication. This is what we call being culturally appropriate. In
many multinational companies, special courses are offered at the
orientation stages that let people know about other cultures and how to be
courteous and tolerant of others.

Values & norms

• Social relationship
• Concept of time
• Concept of space
• Thinking process
• Non verbal communication
• Perception
• Use of voice
• Specialist language
• Appearance (we react unconsciously to the biological appearance color & texture of skin,
color of eyes, Body structure, way of dressing etc.)

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Organisational Structure Barriers

As we saw there are many methods of communication at an

organizational level. Each of these methods has its own problems and
constraints that may become barriers to effective communication. Most of
these barriers arise because of misinformation or lack of appropriate
transparency available to the employees.

This includes –
• Organization policy
• Rules and regulations
• Status difference
• Complex organizational structure
• Facilities
• Wrong choice of channel

Attitude Barriers

Certain people like to be left alone. They are the introverts or just people
who are not very social. Others like to be social or sometimes extra clingy!
Both these cases could become a barrier to communication. Some people
have attitude issues, like huge ego and inconsiderate behaviors.

These employees can cause severe strains in the communication channels

that they are present in. Certain personality traits like shyness, anger,
social anxiety may be removable through courses and proper training.
However, problems like egocentric behavior and selfishness may not be
correctable.

Perception Barriers

Different people perceive the same things differently. This is a fact which
we must consider during the communication process. A knowledge of the
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perception levels of the audience is crucial to effective communication. All

the messages or communique must be easy and clear. There shouldn’t be
any room for a diversified interpretational set.

Physiological Barriers

Certain disorders or diseases or other limitations could also prevent an

effective communication between the various channels of an organization.
The shrillness of voice, dyslexia, etc are some examples of physiological
barriers to effective communication. However, these are not crucial
because they can easily be compensated and removed.

This includes-
• Selective listening,
• Premature evaluation,
• Psychological & emotional barriers,
• Emotional attitude,
• Inferring.
• Barriers due to resistance to change,
• Lack of trust & confidence,
• Lack of ability to communicate,
• Inattention,
• Difference in speed of talking & listening.
• Defensiveness: (fear of boss)
• Status block
• Self centered attitude
• Attitudinal clash with sender
• Group identification (belonging to a group like family, locality, city, our religion group, age
group, nationality, economic group) we tend to reject an idea which goes against the interest
of the group.

Technological Barriers & Socio-religious Barriers

Other barriers include the technological barriers. The technology is

developing fast and as a result, it becomes difficult to keep up with the

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newest developments. Hence sometimes the technological advance may

become a barrier. In addition to this, the cost of technology is sometimes
very high.

Most of the organizations will not be able to afford a decent tech for the
purpose of communication. Hence, this becomes a very crucial barrier.
Other barriers are socio-religious barriers. In a patriarchal society, a
woman or a transgender may face many difficulties and barriers while
communicating.

How to overcome communication barriers-

(1) Clarify Ideas before Communication:

The person sending the communication should be very clear in his mind about
what he wants to say. He should know the objective of his message and,
therefore, he should arrange his thoughts in a proper order.

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(2) Communicate According to the Need of the Receiver:

The sender of the communication should prepare the structure of the message
not according to his own level or ability but he should keep in mind the level,
understanding or the environment of the receiver.

(3) Consult Others before Communication: At the time of planning the

communication, suggestions should be invited from all the persons concerned.
Its main advantage will be that all those people who are consulted at the time of
preparing the communication plan will contribute to the success of the
communication system.

(4) Be Aware of Language, Tone and Content of Message:

The sender should take care of the fact that the message should be framed in
clear and beautiful language. The tone of the message should not injure the
feelings of the receiver. As far as possible the contents of the message should be
brief and excessive use of technical words should be avoided.

(5) Convey Things of Help and Value to the Listener:

The subject matter of the message should be helpful to the receiver. The need
and interest of the receiver should specially be kept in mind. Communication is
more effective in such a situation

(6) Ensure Proper Feedback:

The purpose of feedback is to find out whether the receiver has properly
understood the meaning of the information received. In the face-to- face
communication, the reaction on the face of the receiver can be understood.

But in case of written communication or some other sort of communications

some proper method of feedback should be adopted by the sender.

(7) Consistency of Message: The information sent to the receiver should not
be self- contradictory. It should be in accordance with the objectives, policies,
programmes and techniques of the organisation. When a new message has to
be sent in place of the old one, it should always make a mention of the change

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otherwise it can create some doubts.

(8) Follow up Communication:

In order to make communication effective the management should regularly
try to know the weaknesses of the communication system. In this context effort
can be made to know whether to lay more stress upon the formal or the
informal communication would be appropriate.

Similarly, suggestions can be invited in respect of the medium of

communication (oral, written and gestural) to know as to which medium would
be more effective and appropriate.

(9) Be a Good Listener:

It is the essence of communication that both the sender and the receiver should
be good listeners. Both should listen to the each other’s point of view with
attention, patience and positive attitude. A sender can receive much relevant
information by being a good listener.

Difference between Formal & Informal Communication

BASIS FOR FORMAL INFORMAL

COMPARISON COMMUNICATION COMMUNICATION

Meaning A type of verbal A type of verbal

communication in which communication in which
the interchange of the interchange of
information is done information does not
through the pre-defined follow any channels i.e. the

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BASIS FOR FORMAL INFORMAL

COMPARISON COMMUNICATION COMMUNICATION

channels is known as communication stretches in

formal communication. all directions.

Another Name Official Communication Grapevine communication

Reliability More Comparatively less

Speed Slow Very Fast

Evidence As the communication is No documentary evidence.

generally written,
documentary evidence is
present.

Time Yes No
Consuming

Advantage Effective due to timely and Efficient because

systematic flow of employees can discuss
information. work related problems, this
saves time and cost of the
organization.

Disadvantage Distortion due to long Spread of rumors

chain of communication.

Secrecy Full secrecy is maintained. It is difficult to maintain

the secrecy.

Flow of Only through predefined Can move freely.

Information channels.

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