Communication skills

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",meaningto
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.

Historical Background of Communication

Communication has always been the most significant part of human expression
and interaction. The complete history of communication is important but
extensive. This brief guide to the history of communication will break down the
key tools, advancements, and innovations that changed the game.
Ancient man was forced to be creative with communication and keep it
consistent to maintain a common understanding. When speech originated
around 500,000 BCE, communication was changed, but the system was not
perfect and needed assistance. While verbal communication was used in ancient
times, symbols and images were still used to portray information. The earliest
proven form of this is cave paintings. These images usually included scenes of
hunting wild animals or stencils of human hands.
Communication for ancient man became more complex as variations of cave
paintings evolved into pictograms. Pictograms are images that represent a
simple place or object. Later, ideograms were created and used to communicate
concepts. People during ancient times can often be depicted as savage and
unintelligent, but the opposite is true. The communication crafted during this
period moved from simple drawings of people and animals to visual
communication that could express entire ideas with one symbol. Their brain
power fuelled the original use of all types of communication that evolved into
the channels we use today. While communication saw a lot of advancements
during ancient times, that was only the beginning.
As the human race progressed and modernized so did human communication.
And as information became more valuable, the methods being used to send it
became more of a priority. Communication has come a long way, and it‟s only
getting better. Take some time to dive deeper and learn more about
communication theory.

Importance of Business Communication

 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 cooperation 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.
 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.

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 whenever 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 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

 Definition: The sender is the individual or entity that initiates the

communication process by conveying a message to another party.
 Role:
o Responsible for creating and formulating the message.
o Must possess clear intent and understanding of what needs to be
communicated.
 Examples: A manager sending an email to employees, a teacher giving a
lecture, or a brand releasing an advertisement.

2. Encoding

 Definition: Encoding is the process of transforming thoughts, ideas, or

feelings into symbols that can be understood by the receiver.
 Components:
o Selection of appropriate words, visuals, or gestures.
o Tailoring the message based on the receiver’s background and
comprehension level.
 Importance: Effective encoding ensures clarity and relevance,
minimizing the potential for misunderstanding.
 Example: A speaker choosing specific language or imagery to appeal to
their audience during a presentation.

3. Message

 Definition: The message is the actual content being communicated,

which can include ideas, information, or feelings.
 Characteristics:
o Must be clear and concise to ensure understanding.
o Should be relevant to the receiver and aligned with the sender’s
objectives.
 Types:
o Verbal (spoken or written words)
o Non-verbal (body language, facial expressions)
o Visual (images, graphs)
 Example: An email containing project updates, a social media post about
a new product, or a face-to-face conversation sharing feedback.

4. Media
 Definition: Media refers to the channels or means through which the
message is transmitted from the sender to the receiver.
 Types of Media:
o Written: Emails, reports, memos, books
o Verbal: Face-to-face conversations, phone calls, video conferences
o Visual: Presentations, infographics, advertisements
 Selection: The choice of media depends on the message’s nature,
urgency, and the preferences of the receiver.
 Example: Using video conferencing for team meetings, sending a
newsletter via email, or using social media platforms for promotions.

5. Decoding

 Definition: Decoding is the process by which the receiver interprets and

makes sense of the message.
 Factors Influencing Decoding:
o Receiver’s background knowledge and experience.
o Context in which the message is received.
o Emotional state and perceptions of the receiver.
 Importance: Accurate decoding is essential for effective communication;
misinterpretation can lead to confusion or conflict.
 Example: A customer reading an advertisement and understanding the
benefits of a product based on their own experiences.

6. Receiver

 Definition: The receiver is the individual or group who receives and

processes the message sent by the sender.
 Characteristics:
o Must actively engage in the communication process.
o Role involves both receiving and interpreting the message.
 Importance: The effectiveness of communication largely depends on the
receiver’s engagement and understanding.
 Example: Employees reading a company memo, customers viewing an
advertisement, or friends having a conversation.

7. Response

 Definition: Response is the reaction of the receiver to the message, which

can be verbal or non-verbal.
 Types of Responses:
o Positive (agreement, enthusiasm)
o Negative (disagreement, confusion)
o Neutral (no clear reaction)
 Importance: The response provides insight into how well the message
was understood and accepted.
 Example: A colleague expressing agreement during a meeting, a
customer leaving a review after receiving a service, or an audience
member asking questions after a presentation.

8. Feedback

 Definition: Feedback is the information that is returned to the sender

regarding the effectiveness of the message.
 Types of Feedback:
o Verbal (comments, questions)
o Non-verbal (body language, facial expressions)
o Written (surveys, emails)
 Importance: Feedback allows the sender to assess whether the message
was understood as intended and helps to improve future communication.
 Example: A manager receiving input from employees about a new
policy, customers providing ratings after a service, or students giving
feedback on a lecture.

 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.

Feedback and Measuring Communication Results

Feedback is an essential part of communication that helps both the sender and
receiver understand how well a message was understood. It allows the sender to
know if their message was clear and effective. Feedback can come in different
forms, such as direct responses, questions, or even body language that shows
interest or confusion. To measure how well communication is working,
organizations can use tools like surveys, interviews, or observations to gather
this feedback. By looking at the feedback, they can see what works well and
what needs improvement. This process not only helps in refining
communication methods but also strengthens relationships, as it encourages
open conversations. Overall, focusing on feedback and measuring results leads
to better communication, ensuring that messages are clear and achieve their
intended purpose.

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.

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 –
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

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 2. Transmitted Signals
3. Received Signals 4. Noise Source
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:

INTERPERSONAL 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 or Effective 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.
14. Channels:- Channel of communication should be use according to receivers
respects.
Barriers to Communication 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, and 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 you should understand that your message is facing a
barrier.
Commonly Experienced Barriers
• Noise
• Emotions.
• Lack of planning
• Filtering information
• Wrong & unclarified assumption
• Loss by transmission

Barriers to Communication
Barriers to communication are obstacles that prevent messages from being
understood clearly. These barriers can occur in various forms:

1. Physical Barriers: These include any tangible obstacles that make

communication difficult. For example, noise from machinery or a
crowded environment can distract people and prevent them from hearing
or understanding each other. Physical distance, like being in different
rooms, can also hinder effective communication.
2. Language Barriers: Misunderstandings can happen when people speak
different languages or use jargon that others don't understand. Even
within the same language, complex words or phrases can confuse the
message.
3. Cultural Barriers: Different cultural backgrounds can lead to
misinterpretations. Values, norms, and social practices vary, which can
affect how messages are perceived. For instance, gestures that are polite
in one culture might be offensive in another.
4. Organizational Barriers: These are internal issues within an
organization that impede communication. A complex hierarchy, strict
rules, or a lack of communication channels can lead to misunderstandings
and inefficiencies.
5. Emotional Barriers: Personal feelings like fear, mistrust, or anger can
influence how a person interprets a message. If someone is upset or
defensive, they may not be open to receiving information effectively.
6. Psychological Barriers: These include attitudes or perceptions that affect
communication. For example, preconceived notions about a person can
lead to selective listening, where someone only hears what they want to
hear, ignoring the rest of the message.

To overcome these barriers, it's important to simplify language, encourage open

dialogue, and be aware of emotional and cultural differences. By addressing
these issues, communication can become more effective and meaningfull.

Role of Communication in Organizational Effectiveness

Effective communication is crucial for the success and smooth functioning of

any organization. Here are key points highlighting its role:

1. Facilitates Clear Understanding: Communication ensures that everyone

in the organization understands their roles, responsibilities, and the
organization’s goals. Clear instructions help employees know what is
expected of them, reducing confusion and errors.
2. Enhances Collaboration: Good communication fosters teamwork by
encouraging open dialogue among team members. When people share
ideas and feedback, they can work together more effectively, leading to
better problem-solving and innovation.
3. Boosts Employee Morale: When communication is open and
transparent, employees feel valued and included. This boosts their morale
and motivation, making them more engaged and committed to their work.
4. Improves Decision-Making: Effective communication allows for the
exchange of relevant information, enabling managers and employees to
make informed decisions. When everyone has access to the necessary
data, they can contribute to better decision-making processes.
5. Strengthens Relationships: Good communication builds trust and
rapport among employees and between management and staff. Strong
relationships lead to a positive workplace culture, where people feel
comfortable sharing their thoughts and concerns.
6. Facilitates Change Management: Organizations often go through
changes, whether due to growth, restructuring, or new initiatives. Clear
communication during these times helps employees understand the
reasons for the changes and reduces resistance, making transitions
smoother.
7. Enhances Customer Relations: Effective communication not only
occurs within the organization but also with customers. Keeping
customers informed about products, services, and any changes helps build
strong relationships and fosters customer loyalty.
8. Supports Conflict Resolution: In any organization, conflicts may arise.
Open communication channels allow issues to be addressed quickly and
directly, helping to resolve conflicts before they escalate.
9. Drives Performance Improvement: Feedback is a vital part of
communication. Regular feedback helps employees understand their
strengths and areas for improvement, guiding their professional
development and enhancing overall performance.
10.Promotes Organizational Culture: The way communication is
conducted in an organization shapes its culture. A culture of open and
respectful communication encourages a positive environment where
everyone feels heard and valued.