2- Business communication

Definition, scope and importance

Business communication is the lifeblood of any organization. It encompasses the exchange of

information, ideas, and messages both within and outside the company. Its scope goes beyond mere
conversation; it involves a diverse range of channels, strategies, and techniques to effectively transmit
and receive information.

In today’s dynamic business landscape, clear and efficient communication is essential for several
reasons. It ensures that everyone in the organization is on the same page regarding goals, objectives,
and expectations. By providing clarity and direction, effective communication minimizes
misunderstandings or confusion that can hinder productivity.

Moreover, business communication plays a significant role in building strong relationships with
stakeholders such as clients, customers, vendors, investors, employees—the list goes on! When
organizations communicate well externally—through marketing materials or customer service
interactions—they enhance their reputation and foster trust among their target audience.

Internally too, effective communication promotes collaboration within teams. Transparent sharing of
ideas encourages innovation while maintaining harmony among team members. Additionally, it enables
swift decision-making by ensuring that relevant information reaches decision-makers promptly.

Furthermore, business communication aids in managing conflicts constructively by facilitating open

dialogue where concerns are addressed effectively. As organizations expand globally, communication
becomes even more crucial for bridging cultural differences when dealing with international partners or
clients.

To sum up, business communication serves as a catalyst for organizational success by fostering
understanding, alignment, and synergy across all levels. By recognizing its importance and investing in
honing these skills, companies can unlock their full potential and gain a competitive edge in today’s fast-
paced world.

Nature of business communication

It is a process / it is inevitable/ Meaning based/ Communication could be intentional and

unintentional/Communication is systematic/a two-way traffic/Communication is a social process.

Functions of business communication

1. Information Sharing: At the core of business communication is the dissemination of information. This
function ensures that relevant data, updates, and insights flow seamlessly within the organization
(internal) and beyond (external).

- Operational Updates: Daily or weekly updates about project progress, departmental changes, and new
policies keep everyone informed.
- Training and Development: Sharing information about training programs, workshops, and professional
development opportunities helps employees enhance their skills.

- Feedback Mechanisms: Regular feedback from managers to employees and vice versa ensures
continuous improvement and alignment with organizational goals

- Marketing and Branding: Promoting products and services, sharing success stories, and building a
brand image.

- Investor Relations: Keeping investors informed about financial performance, strategic initiatives, and
growth prospects.

- Customer Engagement: Providing product information, addressing queries, and enhancing customer
satisfaction.

2. Coordination and Collaboration: Communication plays a pivotal role in coordinating activities and
fostering collaboration among teams. In a complex organizational structure, various departments and
teams need to work together harmoniously to achieve common goals.

- Project Management: Clear communication ensures that project timelines, roles, and responsibilities
are well-defined and adhered to.

- Resource Allocation: Sharing information about resource availability and requirements helps in
efficient resource management.

- Process Integration: Ensuring that different processes and systems within the organization are aligned
and integrated.

- Idea Sharing: Open channels for sharing ideas and brainstorming solutions lead to innovation and
problem-solving.

- Conflict Resolution: Addressing and resolving conflicts promptly to maintain team harmony and
productivity.

- Motivation and Morale: Regular updates and positive reinforcement keep the team motivated and
engaged.

3. Decision Making: Effective business communication is integral to the decision-making process. It

provides the necessary information and insights that guide strategic and operational decisions.

- Disseminate Data: Sharing relevant data and analytical reports with decision-makers.

- Discussion and Analysis: Facilitating discussions around data insights to explore different perspectives
and implications.

- Consensus Building: Engaging stakeholders to build consensus and make collaborative decisions.
- Vision and Mission Communication: Ensuring that employees and stakeholders are aligned with the
organization’s long-term vision and mission.

- Goal Setting: Communicating strategic goals and objectives to guide departmental and individual
efforts.

- Performance Tracking: Sharing updates on progress towards strategic goals to ensure accountability
and continuous improvement.

4. Relationship Building: Building and maintaining strong relationships with stakeholders is essential for
organizational success. Business communication plays a vital role in fostering these relationships.

- Employee Engagement: Regular communication helps in engaging employees, understanding their

concerns, and fostering a positive work environment.-

Management-Employee Relations: Open communication channels between management and

employees build trust and transparency.

- Team Dynamics: Effective communication enhances team cohesion and collaboration.

- Customer Relations: Regular and transparent communication with customers builds trust and loyalty.

- Investor Relations: Keeping investors informed and engaged strengthens their confidence in the
organization.

- Community Engagement: Communicating with the community and participating in social initiatives
enhances the organization’s reputation and social responsibility.

5. Persuasion and Influence: Business communication often involves persuading and influencing
stakeholders to align with organizational goals, adopt new initiatives, or support decisions.

- Change Management: Communicating the rationale and benefits of change initiatives to gain
employee buy-in and support.

- Motivational Communication: Inspiring and motivating employees to achieve higher performance

levels.

- Leadership Communication: Effective leaders use communication to articulate vision, set direction,
and influence organizational culture.

- Marketing and Advertising: Persuasive communication techniques are used to attract and retain
customers.

- Public Relations: Managing the organization’s image and influencing public perception through
strategic communication.
- Negotiations: Effective communication skills are essential in negotiations with partners, suppliers, and
other stakeholders.

6. Innovation and Creativity: Communication fosters an environment where innovation and creativity
can thrive. By facilitating the exchange of ideas and knowledge, businesses can drive innovation and stay
competitive.

- Brainstorming Sessions: Facilitating brainstorming sessions where employees can share and discuss
new ideas.

- Suggestion Systems: Implementing systems where employees can submit ideas and suggestions for
improvement.

- Collaborative Innovation: Encouraging cross-functional collaboration to generate innovative solutions.

- Communities of Practice: Creating groups where employees with similar interests or expertise can
share knowledge and experiences.

- Training Programs: Sharing knowledge through training sessions, workshops, and mentoring programs

- Documentation: Ensuring that knowledge is documented and accessible to all employees.

7. Crisis Management: In times of crisis, effective communication is crucial for managing the situation
and mitigating its impact. Organizations need to communicate clearly and promptly with all stakeholders
to navigate crises successfully internal and external both.

- Crisis Plans: Communicating crisis management plans and procedures to employees.

- Regular Updates: Providing regular updates on the situation and actions being taken.

- Support Systems: Ensuring that support systems are in place for affected employees.

- Public Statements: Issuing clear and transparent public statements about the crisis and the
organization’s response.

- Media Relations: Managing media inquiries and ensuring consistent messaging.

- Stakeholder Communication: Keeping customers, investors, and partners informed about the situation
and measures being taken.

8. Compliance and Legal: Business communication also plays a critical role in ensuring compliance with
laws and regulations. Effective communication ensures that employees and stakeholders are aware of
and adhere to legal and regulatory requirements.

- Policy Communication: Communicating policies and procedures related to compliance and legal
requirements.

- Training and Awareness: Conducting training sessions to educate employees about compliance issues.
- Reporting Mechanisms: Establishing channels for reporting compliance violations and ensuring
confidentiality.

- Regulatory Reporting: Communicating with regulatory authorities and submitting required reports and
documentation.

- Compliance Disclosures: Ensuring that compliance disclosures are made transparently to stakeholders.

- Legal Communication: Managing communication-related to legal issues, such as litigation and

disputes.

9. Cultural Integration: In a globalized business environment, effective communication is essential for

managing cultural diversity and integration. This function ensures that cultural differences are respected
and leveraged for organizational success both inside and outside.

- Diversity Training: Providing training on cultural awareness and sensitivity.

-Inclusive Communication: Ensuring that communication is inclusive and respectful of cultural

differences.

- Global Teams: Facilitating communication and collaboration among global teams.

- Market Understanding: Understanding cultural nuances in different markets and tailoring

communication accordingly.

- Localization: Adapting communication materials to suit local languages and cultural preferences.

- Global Branding: Building a global brand that resonates with diverse cultural audiences.

10. Technology Integration: The rapid advancement of technology has transformed business
communication. Leveraging technology effectively is crucial for enhancing communication and achieving
organizational goals.

- Email and Messaging: Using email and instant messaging for quick and efficient communication.

- Video Conferencing: Facilitating virtual meetings and collaboration through video conferencing tools.

-Collaboration Platforms: Utilizing platforms like Slack, Microsoft Teams, and Asana for team
collaboration and project management.

-Brand Building: Using social media to build and promote the organization’s brand.

Customer Engagement: Engaging with customers through social media channels and addressing their
queries and concerns.

- Marketing Campaigns: Leveraging social media for targeted marketing campaigns and promotions.

- Audience Insights: Analyzing audience data to understand preferences and tailor communication.
- Performance Metrics: Measuring the effectiveness of communication strategies and making data-
driven improvements.

-Feedback Analysis: Analyzing feedback from stakeholders to identify areas for improvement.

Conclusion: Effective business communication is multifaceted and integral to the success of any
organization. It encompasses various functions, including information sharing, coordination, decision-
making, relationship building, persuasion, innovation, crisis management, compliance, cultural
integration, and technology integration. By understanding and leveraging these functions, organizations
can enhance their communication strategies, drive organizational success, and achieve their goals in
today’s dynamic business environment.

Future Trends in Business Communication

As we look to the future, several trends are likely to shape business communication:

1. Artificial Intelligence and Automation: AI and automation will play a more significant role in business
communication, enhancing efficiency and personalization.

2. Remote and Hybrid Work: The rise of remote and hybrid work models will continue to influence
communication strategies, with a focus on virtual collaboration tools.

3. Sustainability Communication: Increasing emphasis on sustainability will drive organizations to

communicate their environmental and social responsibility initiatives more effectively.

4. Enhanced Security: With growing concerns about data privacy and security, organizations will need to
ensure secure communication channels.

5. Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies will offer new ways to
engage and communicate with stakeholders, especially in training and marketing. By staying abreast of
these trends and continuously evolving their communication practices, organizations can navigate the
challenges and opportunities of the future, ensuring sustained growth and success.

Components of business communication

The communication process can be broken down into a series of eight essential components, each of
which serves an integral function in the overall process:

Source: The source imagines, creates, and sends the message. The source encodes the message by
choosing just the right order or the best words to convey the intended meaning, and presents or sends
the information to the audience (receiver). By watching for the audience’s reaction, the source perceives
how well they received the message and responds with clarification or supporting information.

Message: “The message is the stimulus or meaning produced by the source for the receiver or
audience” (McLean, 2005). The message brings together words to convey meaning, but is also about
how it’s conveyed — through nonverbal cues, organization, grammar, style, and other elements.
Channel: “The channel is the way in which a message or messages travel between source and receiver.”
(McLean, 2005). Spoken channels include face-to-face conversations, speeches, phone conversations
and voicemail messages, radio, public address systems, and Skype. Written channels include letters,
memorandums, purchase orders, invoices, newspaper and magazine articles, blogs, email, text
messages, tweets, and so forth.

Receiver: “The receiver receives the message from the source, analyzing and interpreting the message
in ways both intended and unintended by the source” (McLean, 2005).

Feedback: When you respond to the source, intentionally or unintentionally, you are giving feedback.
Feedback is composed of messages the receiver sends back to the source. Verbal or nonverbal, all these
feedback signals allow the source to see how well, how accurately (or how poorly and inaccurately) the
message was received (Leavitt & Mueller, 1951).

Environment: “The environment is the atmosphere, physical and psychological, where you send and
receive messages” (McLean, 2005). Surroundings, people, animals, technology, can all influence your
communication.

Context: “The context of the communication interaction involves the setting, scene, and expectations of
the individuals involved” (McLean, 2005). A professional communication context may involve business
suits (environmental cues) that directly or indirectly influence expectations of language and behaviour
among the participants.

Interference: Interference, also called noise, can come from any source. “Interference is anything that
blocks or changes the source’s intended meaning of the message” (McLean, 2005). This can be external
or internal/psychological. Noise interferes with normal encoding and decoding of the message carried
by the channel between source and receiver.

Types of business communication

Business communication involves the exchange of information within members of an organization and
from the organization to outside parties. The four main types include upward communication,
downward communication, lateral communication, and external communication. The upward,
downward, and lateral communication types refer to internal business communication or information
exchanged within an organization. This is distinct from external business communication, which refers to
interactions that happen between the organization and an outside party.

1. Upward communication
Like the name suggests, upward communication deals with any interaction that travels up the hierarchy
of your business. The most common example is when a direct report communicates to a supervisor or
manager. Another instance is when a manager reaches out to directors or high-level executives.

This type of business communication allows upper management to stay informed about what is
happening with the company. It also provides employees with the opportunity to ask questions, raise
concerns, or make suggestions. Examples of upward communication: Direct report to
manager/Manager to high-level executive/

Here are a few examples of upward communication — depending on company’s need:

Focus groups: An HR specialist can bring employees together to discuss satisfaction levels regarding
daily issues, management styles, or short and long-term goals. Likewise, feedback about new or pending
policies gives valuable insight from frontline workers to higher-level managers.

Employee satisfaction surveys: Regular surveys offer constructive feedback about new policies and
initiatives or provide constructive criticism about general satisfaction with day-to-day processes. They
encourage employees to rate their experiences and give high-level managers and HR professionals
valuable information to manage employee performance.

Performance reviews: Performance reports allow lower-level workers to rate their manager’s
performance and vice versa. This practice shows that everyone’s opinion matters and helps cultivate
growth mindsets throughout the organization.

Meetings: Whether one-on-one or in a group, regular meetings create a work culture where everyone
values idea-sharing, teamwork, and open communication.

Suggestion boxes: A physical suggestion box where workers can give written feedback or complaints for
upper management to review makes workers feel safe to air important grievances.

Strengths of upward communication: Allows for the exchange of information from direct reports to
upper management/Helps management respond to employee needs and identify problems before they
escalate/Promotes interaction across different levels in a company /Cultivates an open and friendly
company culture/

Weaknesses of upward communication: Communication is hindered by existing power dynamics

because employees may feel uncomfortable sharing information or being fully open and honest with
superiors/Employees are often limited by their level of access to management, and they need a clear
channel of communication to successfully communicate up the organizational hierarchy

2. Downward communication:

Downward communication refers to the exchange of information from the top of an organization down
to lower levels of the organizational hierarchy. Although the direction is the opposite of upward
communication, these two types often work hand in hand. Examples of downward communication
include when a manager relays instructions to a direct report in an email or an executive communicates
business goals to a manager. This type of communication allows management to distribute information,
delegate responsibilities, and enforce standards. Examples of downward communication: Executive to
manager/Manager to direct report./

Here are some examples of downward communication:

Job Instructions: Job instructions are a type of downward communication where managers or
supervisors provide specific guidance and directions to employees on how to perform their tasks and
responsibilities effectively.

Job Rationales: Job rationales involve explaining the reasons behind certain decisions, policies, or
assignments given to employees. Managers use this form of communication to provide context and
justification for tasks, decisions, or changes, which help employees, understand the broader
organizational objectives and how their roles contribute to them.
Procedures and Practices: Downward communication related to procedures and practices involves
conveying step-by-step guidelines, rules, and best practices to employees for various organizational
processes. These procedures may cover anything from safety protocols to how to handle customer
inquiries or how to use specific software tools.

Feedback: Feedback is a critical aspect of downward communication, where managers provide

constructive comments, evaluations, and assessments of employee performance.

Strengths of downward communication: Shares and disseminates information among the wider
team/Helps management delegate responsibilities and company priorities/Communicates about the big
picture (e.g., business goals, mission, etc.)/Enforces regulations that must be followed/Addresses
disciplinary action or promotions/

Weaknesses of downward communication: Organizational hierarchy may stifle efficient communication

because communicating messages from the top down is slow/Messages may get distorted traveling
down the organizational hierarchy /Downward communication without upward communication may
leave employees feeling frustrated or undervalued/

3. Lateral communication:

When employees communicate across departments or with peers of equal rank in the organization, this
is considered lateral or horizontal communication. Lateral communication examples include a coworker
calling another coworker or a team of managers deliberating a potential new hire. The purpose of lateral
communication is to foster collaboration and coordination in an organization. Without productive lateral
communication, an organization may fail to reach their business goals. Examples of lateral
communication: Coworker to coworker/Manager to manager/

Here are some examples of lateral communication:

Project Brainstorming Sessions: Colleagues discuss ideas for a new project. “Let’s brainstorm some
innovative approaches for our upcoming project. What are your thoughts?”

Weekly Team Meetings: Regular meetings to discuss ongoing projects. “In today’s meeting, let’s update
each other on our progress and tackle any challenges we’re facing.”

Cross-Departmental Collaborations: Different departments working together on a joint task. “We need
to collaborate with the marketing team to align our strategies.”
Peer Review of Work: Colleagues giving constructive feedback on each other’s work. “I reviewed your
report and have some suggestions for improvement.”

Lunch and Learn Sessions: Informal knowledge-sharing over lunch. “Join me for lunch today; I’ll share
some insights from the recent workshop I attended.”

Joint Problem-Solving: Tackling a workplace issue together. “We have a challenge with our client. Let’s
work together to find a solution.”

Mentoring New Colleagues: Experienced staff guiding newcomers. “As your mentor, I’m here to help
you navigate your new role.”

Sharing Resources and Tools: Recommending useful resources to peers. “I found this tool really helpful
for our project. Have you tried it?”

Interdepartmental Committees: Serving on committees with members from various departments. “In
our next committee meeting, let’s address these key issues.”

Team Building Activities: Engaging in activities to strengthen team dynamics. “Our next team-building
activity should help us enhance our collaboration skills.”

Strengths of lateral communication: Allows for knowledge sharing and problem solving/Promotes team
and interdepartmental cohesion and coordination/Occurs quickly and without the need for top-level
approval /Supports employee productivity and morale/Helps avoid conflict within and across teams
/Prevents team silos and increases collaboration/Lacks formality and lets workers speak openly

Weaknesses of lateral communication: There’s potential to foster an “us vs. them” mindset among
separate teams/Competition may hinder team cohesion and collaboration/Lack of lateral
communication may result in barriers that decrease productivity /Less formality in communication can
result in misunderstandings/

4. Diagonal/Crosswise communication

Diagonal communication refers to communication that cuts across different levels, functions,
departments, and branches of an organization. It facilitates direct interaction between employees across
hierarchical levels and functional areas. For example, a manager from one department might reach out
to lower-level employees in another department or vice versa.

Here are some diagonal communication examples in business:

A customer support associate asks the development team manager when the software updates will
become available because customers are asking.

A sales copywriter interviews the marketing director to unearth customer data and behavior to
strengthen the copy.

The product development leader reaches out to customer support representatives to better
understand customer pain points to inform new product creation.

A finance analyst collaborates directly with the operations supervisor to gather insights into budgetary
considerations for upcoming projects, ensuring financial alignment with operational goals.

An administrative assistant communicates directly with the human resources director to discuss
employee feedback and complaints, contributing valuable input to the company's overall employee
satisfaction initiatives.

An entry-level employee from the sales department engages in a conversation with a senior executive
from the research and development department to share insights gained from customer interactions,
helping align product development with customer needs.

These instances highlight how diagonal communication facilitates direct connections across different
parts of the organization. It breaks down information silos and promotes a more comprehensive
understanding of various aspects within the business.

Strength of diagonal communication: Encourages teamwork across departments, leading to innovative

solutions and better problem-solving. Reduces the time it takes for information to flow between
different levels, allowing for quicker responses to issues.

Employees gain insights from different departments, which can enhance understanding and lead to
more informed decision-making.

Employees feel more valued and engaged when they can communicate freely across the organization,
promoting a sense of ownership.

Organizations can adapt more swiftly to changes or challenges by leveraging diverse expertise from
various levels.

Weaknesses of diagonal communication: Confusion and Miscommunication: Bypassing the chain of

command can lead to misunderstandings or conflicting information being shared.

Some managers may feel threatened or undermined if their authority is bypassed, leading to tension.
Without clear lines of communication, it can be difficult to determine who is responsible for decisions or
actions taken.

Employees may receive too much information from various sources, making it challenging to prioritize
tasks effectively.

Differences in departmental goals or cultures can lead to disagreements, especially if communication is

not managed effectively.

5. External communication: deals with the exchange of information from within the organization to
parties outside of the organization. For example, a team within your company may send over a proposal
for an outreach campaign to a client or your organization may issue a press release to promote a new
product or service. This also includes any electronic communication that occurs through a website,
email, or social media from your organization to consumers, clients, or other parties. Your organization’s
external communication should be a top priority because it manages your business’s reputation and
outside relationships.

Examples of external communication

Social media: Approximately one in three (34 percent) use social media to learn about or discover new
products, services, or brands. Social media has become one of the most vital external communication
tools for many businesses.

Newsletters: Newsletters are used to illustrate the latest offers to users to increase sales and create
long-term relationships with various external parties.

Presentations/brand information: External communication types don’t just include emails and social
media. It encompasses every channel you can use to reach out to investors, suppliers, and shareholders.
This includes sales materials, slides, presentations, etc.

Live events & conferences: While your company blog might capture the attention of your potential and
existing clients, you need another channel for interacting with potential partners, shareholders,
resellers, and professional partners. Live events, seminars, and conferences are great for improving your
external corporate communication strategy.

Website content & blogging: Today, when someone claims to run a business, your first instinct is to
“Google” them to see if they have a web presence. Content marketing isn't only an effective form of
advertising, but when done right, can boost a company's revenue bottom line.

Email: Most employees communicate with third parties via email. While many businesses use email as
an internal communication tool, it's recommended that organizations establish a set of email guidelines
or policies that employees must adhere to when communicating with external stakeholders.

Press releases: While press releases might not be the most modern or go-to external communications
strategy today, it still remains the most trustworthy content format for media. Press releases issued
through reputable media outlets and journalism pages can help improve a brand's reputation and
credibility. They also help you connect with new customers or potential investors on different channels

Strengths of external communication: Builds a positive reputation for your organization Fosters
beneficial customer/client relationships Helps promote company growth and success

Weaknesses of external communication: There’s potential to harm your company’s reputation using
poor external communication/When communicating externally, there’s less room for mistakes /If
internal communication needs work, external communication may be a challenge.

History of business communication

The history of communication begins with the human ability to talk and share ideas and experiences
with each other. It is the foundation of the evolution of human society. Although, some non-verbal
systems of communication like; symbols, signs and body gestures were used to communicate even
before the development of language. But with language, humans were able to communicate even the
most complex of messages. However, communication was over a limited distance because the
communicators had to be close to each other. However, there were some long-distance communication
methods such as; smoke and fire signals, drum beats etc. To overcome this drawback, an alternative
method of ‘running with the message’ was developed, now the message could travel far and wide. But
again, it was only reliable when the message was delivered by the sender, oneself. Thus, after the defeat
of the distance, a more reliable, accurate and efficient system of communication was developed, which
was ‘writing’. Now, messages could be written on portable materials like, ‘leather’ ‘Papyrus’ or ‘clay and
wooden tablets’ and sent over long distances.

Communication during the 6th century to 14th century BC

Sending written messages became the standard mode of communication in early civilizations. In fact,
our knowledge about them comes from the archives of such messages discovered by archaeologists.
One of the first to use this mode of communication successfully, were the Persian emperors, Cyrus and
Darius. They had the most efficient postal service in the ancient world; their postal network of roads
stretched from Persia to India and covered more than 3000 kilometers. With fresh horses and men,
Persian postal messengers could travel 200 miles a day. This ability made the Persian official language of
Aramaic, the lingual-franca of the ancient middle-east, India and parts of Europe. By this time the mode
of communication had become more reliable, efficient and long range. But it still lacked speed.
However; the speed of communication was vastly improved when pigeons- post was introduced in the
11th century in Baghdad. A rapid one-way system of postal service was possible through the use of
domesticated homing pigeons by selective breeding of suitable pigeons. Genghis Khan used this method
to carry the news of his victories back home in Mongolia, swiftly. Nevertheless, widespread
dissemination of information and message was still waiting for the development of printing.
Interestingly, the arrival of printing coincides with the arrival of ‘renaissance’ in Europe.

Communication from the 15th century to the modern times

Johann Gutenberg of Germany invented printing machine and changed the face of communication
forever. His first printed work was the ‘Bible ‘and then in 1457 ‘Mainz psalter' was also printed. This was
the beginning of the printing press which spread so rapidly that by 1483; it was spread all over Europe. It
soon replaced the manuscript writing of earlier generation. These new printed books were known as
‘incunabula’ (Latin, for “cradle” of printing) were cheaper than handwritten books but, still they were
expensive in their time. The rapid and mass printing of single sheets began, known as ‘pamphlets.’ They
were used for dissemination of news, messages and propaganda, especially during war. The true
potential of this type of printing became apparent when Martin Luther King challenged the Roman
Catholic Church regarding the Christian faith. The printing presses fanned the flames by printing
pamphlets and spreading them all over Europe. This single sheet of printed page, made possible the
birth of ‘The Press’ and the beginning of mass communication. In a few decades time, newspapers were
developed. Germany once again became the first in the field when in the towns of Augsburg and
Strasbourg, newspapers known as ‘news sheets, were printed on a regular basis. Within decades, now
‘news sheets or newspapers were published all over Europe.

The most important changes in communication were; transport and printing. Now, information and
messages could travel faster, further and quicker than ever before. The first war to be covered by the
newspaper or the media was the Crimean war1854 – 1856, between England and Russia. The reporter
was William Howard Russell; his true reporting of the war made him a hero. However, Russell, while
covering the Crimean war, was horrified to witness the poor conditions of the hospitals and the
wounded English soldiers. His passionate pleas to come out of England and tend to these wounded
soldiers brought in many volunteer women, among them; one devoted woman was to become more
famous than Russell, whose pleas had brought her there. She was Florence Nightingale, known all over
the world as, “The lady with the lamp”. She was Florence Nightingale. Mass communication and the
media had arrived.

FROM CAVE PAINTINGS TO RUNNING MESSENGERS TO E-MAILS & BLOGGING

Nations of the world need communication to survive and rule over people. The advent of
communication began with the advent of humans with, only sounds, symbols, gestures used for
communication. The real history of communication begins with the human ability to use language and
interact with others. Sending of information and experience, begins among an assembly or group and in
a room, cave or across a short open space. There was special “town criers” shouting out the information,
news and messages. They also used drum beats, fire and smoke signals to communicate at longer
distances. In order to overcome the short range of communication, a method of running with the
message was developed. But it was unreliable. The next important development in communication was
the development of writing. Now, messages were carved on stone pillars and they were accurate and
reliable but, the receivers had to go there or be there at the place of the writings. Travelling towards the
message was not very efficient and appropriate. Thus, a portable writing method and material was
developed, first in the forms of ‘clay, wooden, and bamboo tablets’ and later, papyrus and finally paper.
Now, humans were able to send, information, messages and news from one place to another with
messengers, delivering messages on foot and horse backs. However, the speed of the delivery of
messages in this type of communication depended upon the speed and condition of the messengers,
horses, and roads. One major improvement was recorded in the speed of communication during the
11th century in Baghdad and Mongolia with the use of domesticated homing pigeons. This was a
successful and swift, but only one-way postal service. In the 17th century English king commissions,
Thomas Withering to improve postal communications between England and France. He achieves this by
placing boatmen under contract to make regular crossings with the mails, between Dover (English side
of the channel) and Calais. (French side of the channel). He establishes a permanent basis of ‘posts’
whose jobs was to keep fresh horses and couriers and in the case of the channel, the boats and
boatmen, at readiness at all times. Withering adds a new element by making it commercial, enabling
even private mails to be carried upon payment, which depended according to the distance travelled.
This postal system continues on. Very soon this system spreads all over Europe and even to American
colonies.

With the invention of telescope, a wide range of optical signaling system was developed in England in
1653 for the Navy to be used at sea. Signaling system is fairly easy, a man with flags in both hands
signals with certain angles made by the movement of his hands with flags, and the flags are themselves
coded or printed. By the end of the 17th century and beginning of the 18th, use of 28 coded or printed
flags used in combination can either form single words or whole sentences; much is use during
Napoleonic wars between England and France. French man Claude Chappe responsible for coining the
word ‘telegraph’ develops the idea of using hilltop towers with two hinged mechanical arms that can
form 49 different signals. The towers are placed six miles away from each other with two telescopes for
each tower. In this way, messages could be passed on from tower to tower very quickly to greater
distances. During this time one other system of postal communication was in use; it was ‘the mail
coach’. In 1782, an English man by the name of John Palmer proposes the government a scheme, by
which only the mails could be carried in special coaches with good horses and armed guards, with no
outside passengers. Initially opposed but supported by the chancellor of exchequer, his system becomes
a huge success.

Meanwhile, evolution of telegraph from signaling with flags with the help of telescopes, to
electrostatically generated signals through a wire, has made great progress. In America, Samuel F.B.
Morse develops the telegraphic coding machine. An Englishman named William Watson devises a way
to send messages via telegraph in 1747.The revolution of telegraph allowed for instant communication
across longer distance than ever before. The first telegraphic stations were set up along the railroads as
the necessary poles were already erected. For the first time in history, instant personal communication
over long distances could take place, but it was limited to the upper class only, as it was still very
expensive. In this way, communication could happen instantly and reliably but only written
communication was possible:

Telephone changed all of this, now people could talk to each other from hundreds of miles away from
each other, thanks to Alexander Graham Bell. However, this technology at first did not generate much
excitement as the telegraph. This may have been because of the fact that Americans love novelty and
telephone was not entirely new, telegraph was doing the same thing, minus the sound. It was also
because the cost of telephone service was very high at the beginning. All this was to change in the
coming years.

During the early years of the 20th century, a new form of communication took the world by storm, it
was: the radio. This short-wave communication system was developed during the WW-I for military
purpose but, after the war, it became the hottest technology of the era. This technology truly ushered in
the mass communication, entertainment and the media age. Radio broadcasting began from 1914 and
by the year 1925 it had spread all over the world, several hundred radio stations broadcasting hundreds
of program. Radio technology was changing every 3-6 months. Meanwhile, there was another
technology that played a crucial role in the development of mass communication and the media, it was:

Photography: There’s a saying,” a picture is worth thousand words. The most important difference
between photography and other forms of communication is that; a photo can be interpreted in different
ways by different people, whereas, in other forms of communication, only one message is conveyed or
delivered. Photography remained unchanged for hundreds of years until the age of digital technology.
Man’s desire to depict and see himself has been apparent since the first cave paintings. Thus, it will
always hold a special place in history as the pioneer of capturing human image for eternity. By the
middle of the 20th century, humans were capable of doing written and spoken forms of communication,
instantly anywhere in the world:

Then, television made it possible to even see or watch people, live. Which meant, people could now see
each other from anywhere in the world. It made its first appearance in the New York world fair in 1939,
seen at first as an amusing but unnecessary appliance. Radio remained popular as a source of
information and entertainment from WW-I, until the end of WW-II. In the late 1940s and beginning of
the 50s, television really took off. Viewed as a luxury item first, gradually it became a necessity. In fact, it
soon became a part of family life. No any other forms of communication have had the kind of impact it
has, over the human society. Humans are heavily reliant upon TV for constant information and
entertainment. Even the news, which was considered serious business, has been turned into
entertainment by many television networks:

Hard to believe but, cell phone research began in 1843 by Michael Faraday. In 1973, Dr. Martin Cooper
invented the first portable hand-held phone. The rest, as they say is history. Meanwhile, about the same
time, another information and communication technology were being developed that would change the
world and usher in the age of information technology or communication age. It was the internet and
computers. It was invented in 1967 for military purposes, in simple words, it is a group of computers
able to connect to each other and share information. This includes electronic mails and websites. It was
primarily used by corporations for collaborative purposes but, today it is available for everyone
everywhere. It is used for variety of reasons like; communications, information, socializing, conducting
research and advertising etc.