Unit1 Introduction to Business Communication

INTRODUCTION TO COMMUNICATION

Communication is the

 Activity of conveying information through the exchange of thoughts, messages, or

information, as by speech, visuals, signals, writing, or behavior.
 Communication requires a sender, a message, and a recipient, although the receiver need not
be present or aware of the sender's intent to communicate at the time of communication; thus
communication can occur across vast distances in time and space.
 Communication requires that the communicating parties share an area of communicative
commonality. The communication process is complete once the receiver has understood the
message of the sender.
1. The process of communication involves the communication of ideas i.e.
communication of facts as well as emotions.
2. The ideas should be accurately replicated in the receiver’s mind i.e. the receiver
should exactly the same idea as were transmitted.
3. The degree of accuracy with which the idea is replicated in the receiver’s mind is
indicated by the feedback.
4. The purpose of all communication is to elicit action necessary for furthering
organizational goals.

Importance of Communication

 Large size of organizations: Modern organizations are indeed stupendous in size as

compared to the enterprises of yester years. Many of them have thousands of people working
together in one unit or likewise in different units spread in different states of across the globe.
Moreover it is in the very nature of an enterprise to grow in size with the passage of time.
The result is that in many an organization, the levels of hierarchy have gone up.
Communication is of vital importance in directing people, getting feedback and so on.

 Growth of trade unions: No system of management can work efficiently without taking the
workers unions into confidence. The managers have to negotiate with the representative of
the employees on various issues affecting the employment conditions prevailing in the
organization. It was not considered so very importance in the past. But in modern times no
organization can work satisfactory without the mutual understanding and co-operative

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Unit1 Introduction to Business Communication

between management and trade unions. In this regard communication plays the most vital
role.

 The human relations aspect: Since 1930’s it has been increasingly recognized that the
management’s sole aim is to integrate people in order to encourage them so that they are in a
position to perform to the best of their capacity. This is essentially a social process. No need
to say that it is difficult to get work out of people unless they are treated humanely. It has
been widely recognized and accepted that human relations within any organization have now
changed from master-servant relationship to partnership relationships. Communication helps
a manager in developing meaningful relationship, changing attitudes, boosting morale and
soliciting cooperation. So, communication is very central to any organization as a tool of
building and maintaining human relations.

 Public relations aspect: Organization serves the society at large in various fields and
aspects. Hence the importance of communication between them. Like many other aspects of
management, the idea of social responsibility of business got currency very recently and the
managers came to be held responsible to various sections of society, specially the customers,
government, suppliers and public. Communication between them and the organization is
necessary for putting the proper image of the whole business in perspective. Managers,
therefore, have to be good communicators with the society. They have to be wisely sensitive
to the internal as well as external environment of the organization.

 Technological advancement: As has been repeatedly observed and stated, the world
changing fast owing to scientific and technological advancement. Often it leads to problems
as subordinate resent or support these changes. This affects the relationship between
superiors and subordinate very vitally. If there is no proper communication between the two,
the work suffers and complaints and disputes may crop up. Technology affects not only the
methods of working but also the management to educate the subordinate so that they may
smoothly adapt to the dynamic character of the organization.

 Communication Process

 Context - Communication is affected by the context in which it takes place. This context
may be physical, social, chronological or cultural. Every communication proceeds with
context. The sender chooses the message to communicate within a context.
 Sender / Encoder - Sender / Encoder is a person who sends the message. A sender
makes use of symbols (words or graphic or visual aids) to convey the message and
produce the required response. For instance - a training manager conducting training for
new batch of employees. Sender may be an individual or a group or an organization. The
views, background, approach, skills, competencies, and knowledge of the sender have a

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Unit1 Introduction to Business Communication

great impact on the message. The verbal and non verbal symbols chosen are essential in
ascertaining interpretation of the message by the recipient in the same terms as intended
by the sender.
 Message - Message is a key idea that the sender wants to communicate. It is a sign that
elicits the response of recipient. Communication process begins with deciding about the
message to be conveyed. It must be ensured that the main objective of the message is
clear.
 Medium/Channel - Medium is a means used to exchange / transmit the message. The
sender must choose an appropriate medium for transmitting the message else the message
might not be conveyed to the desired recipients. The choice of appropriate medium of
communication is essential for making the message effective and correctly interpreted by
the recipient. This choice of communication medium varies depending upon the features
of communication. For instance - Written medium is chosen when a message has to be
conveyed to a small group of people, while an oral medium is chosen when spontaneous
feedback is required from the recipient as misunderstandings are cleared then and there.
 Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended
/ aimed / targeted. The degree to which the decoder understands the message is dependent
upon various factors such as knowledge of recipient, their responsiveness to the message,
and the reliance of encoder on decoder.
 Feedback - Feedback is the main component of communication process as it permits the
sender to analyze the efficacy of the message. It helps the sender in confirming the
correct interpretation of message by the decoder. Feedback may be verbal (through
words) or non-verbal (in form of smiles, sighs, etc.). It may take written form also in
form of memos, reports, etc.

 BARRIERS TO COMMUNICATION

Communication is the process of transmitting information. If the information as is present in

the mind of the transmitter, is transferred unchanged into the mind of the receiver, we say
that a perfect act of communication has taken place. If it does not happens
miscommunication has taken place.
Miscommunication can originate at three levels: at the level of the transmitter, of the medium
or of the receiver. In technical parlance, anything that obstructs free flow of communication
is called ‘noise’ or simply ‘barriers to communication’.

I. WRONG CHOICE OF MEDIUM

Whenever we want to communicate something, we have a variety of media to choose from-
oral, written, visual, audio-visual, computer based, etc.

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If the length of communication is long, and the medium selected is inappropriate, the
communication might breakup. While a properly chosen medium can add to the effectiveness
of communication, an unsuitable medium may act as a barrier to it.
Examples:
i. A salesperson has to submit a report on the comparative sales figure of the last five
years. If he writes a lengthy paragraph incorporating the information, or talks on the
phone, he will fail to communicate anything, he should present the figure in the tabular
form, or preferably make a bar diagram, which will make the communication an
instantaneous process.
ii. An employee wants to express his regrets to the supervisor over his misconduct. In this
case, written communication alone may prove to be ineffective. Face-to face
communication will probably the best.
II. PHYSICAL BARRIERS
i. Noise – noise is quite often a barrier to communication. In factories, oral communication
is rendered difficult by the loud noise of machines. However, noise does not relate to
sound alone. The word “noise” is also used to refer to all kinds of physical interference
like illegible handwriting, smudged copies of duplicated typescript, poor telephone
connections, etc.
ii. Time and distance – time and distance also act as barriers to the smooth flow of
communication. The use of telephone along with computer technology has made
communication very fast and has, to a large extent, overcome the space barrier. However,
sometimes mechanical breakdowns render these facilities ineffective. In such cases, the
distance between the transmitter and the receiver becomes a mighty barrier. Some
factories run in shifts. There is a kind of communication gap between the persons
working in different shifts.
iii. Poor timing – sending a communication at a wrong moment considerably reduces its
effectiveness. In a particular, if a communication is sent close to a deadline, it evokes
resentment and fails to deliver the message.

III. SEMANTIC BARRIERS

i. Interpretation of words. Most of the communication is carried on through words,
whether spoken or written. But words are capable of communicating a variety of
meanings. It is quite possible that the receiver of a message does not asking the same
meaning to a word as the transmitter had intended. This may leads to miscommunication.
ii. By passed instruction. By passing is said to have occurred if the sender and the receiver
of a message attribute different meanings to the same word or use different words for the
same meaning.
i. Denotation and connotation. Words have to types of meanings denotative and
connotative. The literal meaning of a word is called its denotative meaning. It just

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informs and names objects without indicating any positive or negative qualities.
World like table , book, accounts, meeting are denotative.

In contrast , connotative meaning arouse qualitative judgments and personal reaction.

Honest , cheap ,sincere etc are connotative words

To avoid problems arising out of by passed instructions and connotative meanings of

words, the following factors should be constantly kept in mind .
 Prefer words which are familiar to the receiver in the interpretation we wish to
give them
 If we want the receiver to give an unfamiliar meaning to a familiar word within
the context of our message, we should make it amply clear the first time we use it.
 If we feel that a word being used by us is likely to be unfamiliar to the receiver,
we should make its meaning clear the first time we use it.
 Whenever possible, we should choose words with positive rather than negative
connotations.

IV. DIFFERENT COMPREHENSIONS OF REALITY

The reality of an object, an event or a person is different to different people. Reality is not a
fixed concept; it is complex, infinite and continually changing. Besides, each human being
has limited sensory perceptions and a unique mental filter, no two persons perceives reality
in identical manners.
i. Abstracting may be defined as the process of focusing attention on some details and
omitting others. in numerous cases abstracting is both necessary and desirable, for it may
save us valuable time , space and money.
ii. Slanting it is giving a particular bias or slant to the reality. In a way, slanting is similar to
allness. In allness, we know only a part and are ignorant of the rest, but we think that we
know the whole.
iii. Inferring what we directly see here feel, taste, smell or can immediately verify and
confirm constitute effect. The statement that go beyond facts and the conclusion based on
facts are inference
V. SOCIO PSYCHOLOGICAL BARRIERS INCLUDING CULTURAL BARRIERS
i. Attitudes and opinions personal attitudes and opinions often act as a barrier to effective
communication. If an information agrees with our opinions and attitudes, we tends to
receive it favorably
ii. Emotions emotional state of mind play an important role in the act of communication. If
the sender is worried, excited, afraid, nervous, his thinking will be blurred and he will not
be able to organize his message properly.
iii. Cultural diversity cultural differences often prove to be powerful communication
barriers. What constitutes perfectly decent etiquettes in one country may be offensive in
another
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iv. Closed mind a person with a closed mind is very difficult to communicate with. He has
deeply ingrained prejudice. And he is not prepared to reconsider his opinions.
v. Frame of reference each individual has a unique frame of reference determined by their
cultural inheritance, birth and experience, upbringing , education etc .
vi. Source of communication if the receiver has a suspicion about or prejudice against the
source of communication, there is likely to be a barriers to communication. People often
tend to react more according to their attitude to the source of facts than to the facts
themselves.
vii. Inattentiveness people often become inattentive while receiving a message which, in
particular, if the message contains a new idea . the adult human mind usually resist
change , for change makes thins uncertain. It also threatens security and stability
viii. Poor retention poor retention of communication also acts as a barriers. Studies show that
the employees retain only about 50% of the information communicated to them. The rest
is lost.

OVERCOMING BARRIERS

i. Plan your communication carefully. It means choosing the right medium and sending the
communication at the most appropriate time. It also means using words (or any other tools)
that will generate positivity in the receiver’s mind.
ii. Know the receiver. This basically implies a clear perception of the receiver’s frame of
reference. What is his level of education, his age, his experience, his status in the
organization he belongs to? What is his cultural background? this knowledge will help you
avoid several barriers.
iii. Listen more; speak less. Listening more and talking less is the formula to understand
others. We should remember the old dictum-we were given one tongue but two ears so that
we could listen twice as much as we talked.
iv. Put yourself in others’ shoes. Before a communication is transmitted, put yourself in the
receiver’s shoes and try to see how you would react to it in case you were to receive it.
Would you get the intended meaning un ambiguously? Edit your communication suitably if
required.
v. Take care of your tone. How we say is usually more important than what we say. Perfectly
innocent words can become highly offensive if spoken harshly or sarcastically. Make sure
thet your tone throughout the communication is positive and courteous.
vi. Seek feedback and offer clarification. The communication process is completed only when
feedback is received on it. Seek feedback and offer clarification, if needed, immediately and
willingly. It would help to eliminate misunderstandings before they have done any serious
damage.

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Unit1 Introduction to Business Communication

MEDIA OF COMMUNICATION

Verbal Non-Verbal

Written Oral

Written

Written Communication: It includes letters, circulars, memos, telegrams, reports, minutes, forms
and questionnaires, manuals etc.

Everything in written form falls in the area of written communication.

 Merits
o Accurate
o Precise
o Permanent Record
o Legal Document
o Can reach a large number of people simultaneously.
o Helps to fix responsibility.

 Limitations
o Time Consuming
o Expensive not in terms of postage but of the time of so many people.
o Quick clarification is not possible.
o Oral Communication: Includes face to face conversation, conversation over the
o telephone, interview, and group discussion.
 Merits
o Saves time
o Saves money
o Immediate feedback
o Can be informal
o Immediate clarification

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 Limitations
o Not possible for distant people in the absence of mechanical devices.
o Unsuitable for lengthy messages.
o Message cannot be retained for long
o No legal validity
o Greater chances of misunderstanding
o Not easy to fix responsibility

Oral

 Face to Face Communication

o Merits
 Expression and gestures makes communication very effective.
 Very suitable for discussions.
o Limitations
 Unsuitable for large organizations.
 Unsuitable for large gatherings.
 Ineffective if the listener is not attentive.

 Visual Communication: It encompasses gestures and facial expressions, tables, charts,

graphs, diagrams, posters, slides, film strips etc. It is suitable only to communicate
elementary and simple ideas, can be effective if used in combination with other media.

 Audio-Visual Communication: It encompasses television and cinema films that combine

the visual impact with narration.
 Computer based Communication: It includes e-mails, voice mails, cellular phones, fax etc.
The quickest means of communication. The barrier of space is conquered.
 Video-conferencing can replace personal meetings. Storage and retrieval of permanent
record had become easier.It has an uncertain legal validity.

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Unit1 Introduction to Business Communication

TYPES/ CHANNELS OF COMMUNICATION

Formal Informal

DIMENSIONS OF COMMUNICATION

Grapevine
Vertical Horizontal Diagonal

 Downward Communication: Downward communication flows from a superior to the

subordinate staff.
o Objectives
 To give directions about some job.
 To explain policies and procedures.
 To convey assessment of performance.
 To explain the rationale of the job.

o Limitations
 Under communication or over communication.
 Delay.
 Loss of information.
 Distortion.
 Resentment by subordinate staff.
o To make it effective
 Managers should be adequately informed.
 Managers should be clear how much to communicate.
 Information should be passed on to the correct person.

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Unit1 Introduction to Business Communication

 Upward Communication: Upward communication moves from the subordinate staff to the
superiors.
o Importance
 Provides feedback to the superiors.
 Releases the pent up emotions of the subordinate staff.
 Provides the superiors with useful suggestions.
 Promote harmony.
o Limitations
 Employees are reluctant to express
 Employees fear that their criticism may be interpreted as a sign of their
personal weakness.
 Great possibility of distortion.
 Bypassed superiors feel insulted.
 Resentment by subordinate staff.
o To make it effective
 Superiors should take initiative to get close to the subordinate staff.
 Keep the lie of communication short.

 Horizontal Communication: It flows between people at the same level.

o Importance
 It is important for promoting understanding and coordination among various
people or departments.
 It is carried on through face to face discussion, telephonic talk, periodical
meetings & memos.

Grapevine:—

 It is an informal channel of communication.

 Primarily a channel of communication of horizontal communication, it can flow even
vertically and diagonally.
 It is of 4 types:—
o Single strand: Flows like a chain.
o Gossip: One person tells everyone else.
o Probability: Information may move from anybody to anybody.
o Cluster: Moves through selected group.

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Importance

 Emotional relief.
 Harmony and cohesiveness in the organization.
 Fast channel.
 Provides feedback.

Demerits

 Distortion of information.
 May transmit incomplete information.
 Travels with destructive swiftness.
 Keep an eye on rumor-managers.
 Use it primarily for feedback.
 Contradict rumors promptly.

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