Business Communication 5.

Persuasion
Promoting a person to act mostly in a positive way is
Unit -I known as persuasion. Persuasion is an important
objective of communication.
Meaning & objective of business communication,
Forms of communication, Communication model & 6. Education
process, Principles of effective communication. Education involves imparting instruction, character,
building, enriching mental faculties, giving training to
human being etc. it aims the knowledge and improving
Meaning of communication skills.
The word “communication” is derived from the Latin
word “communico” which means “To share”. It is the 7. Warning
act of sharing thought, opinion, and ideas. Warning is forceful means of communication. It gives
It is the two-way process oral or written.
1. Speaker Example; no smoking, beware of dogs, dangers.
2. Listener
8. Motivation
Definition Interest ion job in the minds of employees is known as
“Communication is the action of conveying or motivation. A motivated worker does not need much
exchanging information and ideas”. This is very simple supervision.
definition.
9. Counseling
Objectives of communication Counseling is objective and impersonal, whereas advice
Communication can be used for following objectives is a personal touch. Counseling is almost professional,
1. Information whereas advice is not so.
2. Advice
3. Order 10. Morale boosting
4. Suggestion It refers to team spirit and co-operation of people for a
5. Persuasion common purpose. If the workers are highly motivated,
6. Education morale is also said to be high.
7. Warning
8. Motivation
Forms of communication
9. Counseling
10 .Morale boosting we can examine the communication process by dividing
it into different forms of exchanging messages.
1. Information • Verbal
One of the important objectives of communication is 20
passing or receiving information about a particular fact. • Non verbal
If large groups have to be informed, a meeting may be
called. Verbal
All the messages said or written in words make part of
2. Advice the verbal communication. This way, all that appears as
Advice is a kind of information. It means opinion given text in books, magazines and newspapers is part of
as to the action to be taken. Advice should be related to a verbal communication. One can guess the size of an
specific piece of work. industry in the area of mass communication based on
verbal communication.
3.0rder Likewise, all the words heard on radio, television,
Order is an authoritative communication. It should be telephone or any other public address system are also
clear and complete. Its execution should be possible. part of verbal communication. Again, the industry and
technology based on verbal communication is enormous
4. Suggestion in size and value as well. One amazing part of the verbal
Suggestion means proposing something for acceptance communication is the availability of events of
or rejection. Subordinates normally give suggestion. significance in history. Little is understood about the

Prof Amit Kumar

[email protected]
FIT Group of Institutions Page 1
past from the available artifacts but a great deal of combination to share and advance the cause of
human civilization, growth and conflict is available in scientific developments. In fact it has become rather
the form of verbal communication. The spread of impossible to find a newspaper and magazine, even
religions and sharing of most scientific work is also due books, which do not use non verbal communication to
to the verbal communication over the centuries which explain various aspects of daily life.
recorded facts, sentiments and event of common human
interest. It is on the basis of verbal communication that
the world has seen great poets, writers, playwrights, Different Communication Models
historian and newsmen. This also proves at what great
scale the verbal communication has created job Let's have a look at some of the famous and frequently
opportunities. In modern days, people having verbal used communication models used nowadays.
communication skills are in high demand, especially
with the fast expanding media all across the globe. Shannon's Model:

Non verbal One of the earliest models of communication that

introduced was Claude Shannon's model. This was
Senses
introduced in 1948.
Part of human communication involving other than
written or spoken words is referred to as non This laid the foundation for the different communication
verbal communication. It involves human senses – sight, models that we have today, and has greatly helped and
taste, touch, hearing and smelling. enhanced the communication process in various fields.
As a matter of fact about 90 per cent communication This model can be considered as the granddaddy of
among human beings takes place through their senses many later communication models.
and the rest by the use of words as languages.
Following is a simple illustration of this model.
Symbols, signs
Emblems, gestures, symbols and signs make more vivid
and strong communication as compared to
words which are often difficult to decipher. For instance
making a victory sign by politicians, army generals,
sportspersons and leaders in general at the time of
defeating enemy is easily understood even by the
illiterate. If the same feeling is expressed in words, many The diagram above clearly illustrates how
may not come even close to understanding what it is.
communication takes place, and also helps one to
The traffic signals, red-cross mark and the symbol of
determine what could go wrong.
dove are but few illustrations to make people around
understand what a message stands far.
In Shannon's model, the information source typically
refers to a person, who then sends a message with the
Combination use of a transmitter.
For practical purposes, however, the use of verbal and
non verbal makes a very strong piece of This transmitter could be any instrument today, from
communication. One may see a match on TV but an phones to computers and other devices. The signals that
enthusiast commentator may relish the joy if your are sent and received can be vary depending on the
favorite team is winning the game. Similarly, feature method of communication.
films, documentaries and dramas on mini screen stand
for more effective pieces of communication than if only The box at the bottom called NOISE refers to any
one for of communication is brought into use. Even the signals that may interfere with the message being
newspapers and magazines, which are more to bank on carried. This again would depend on the method of
verbal communication, carry so much of non verbal communication.
communication in the form of images, graphics and
maps. The receiver is the instrument or the person on the other
The research journals also exploit the verbal-non verbal side that receives the. This model is the simplest models
Prof Amit Kumar
[email protected]
FIT Group of Institutions Page 2
to understand the workings of the communication
process.

Berlo's Model:

Another famous communication model is Berlo's model.

In this model, he stresses on the relationship between the
person sending the message and the receiver.

According to this model, for the message to be properly

encoded and decoded, the communication skills of both
the source and the receiver should be at best. The
communication will be at its best only if the two points
are skilled.

Berlo's model has four main components and each

component has its own sub components describing the
assisting factors for each. These models have been followed by various other
models such as the 'Helical' model, Aristotle's models
Following is the illustration of this model. and several other models.

You should always keep in mind that each of these

models has both their advantages and disadvantages.
While some communication models try to break down
the whole process in order to make it easier to
understand, they are not always as simple as they seem.

There are several complexities involved in

communications models. This is one thing that needs to
be carefully understood in the process of understanding
how these models work.

The Communication Process

Schramm's Model:
 Sender: The sender is the person who
Schramm on the other hand, emphasized in 1954 that transmits a message. He is the communicator
both the sender and the receiver take turns playing the and is one who gets the entire process of
role of the encoder and the decoder when it comes to communication started. He wants to get his
communication. opinions, ideas, facts, thoughts or information to
the receiver.
The following diagram illustrates the model proposed by  Message: A message is the actual
Schramm. information that has to be conveyed.
Communication is unthinkable without a
message. Message can broadly divided into
verbal and non-verbal. The message must be
clear, complete, unambiguous and courteous.
 Encoding: The process of converting
thoughts into suitable words, charts, symbols or
any other forms in which they can be understood
by the receiver is called encoding.
 Channel: The communication is achieved
through a channel. This channel can be vocal,
Prof Amit Kumar
[email protected]
FIT Group of Institutions Page 3
 letter, email, fax, telephone or memos, reports,
3. Principle of understanding the receiver:
bulletins, posters and manuals.
 Receiver: The person who receives the understanding is the main aim of any communication.
message, decodes it and understand it or The communication must crate proper understanding in
attaches some meaning to it is receiver.
 Decoding: The process of understanding the the mind of the receiver. Thus according to Killian,
message of the sender by receiver in any “communication with an awareness of the total physical
channels.
 Feedback: The return of communication and human setting in which the information will be
from the receiver to the sender is known as received. Picture the place of work; determine the
feedback.
receptivity and understanding levels of the receivers; be
aware of social climate and customs; question the
information’s timeliness. Ask what, when and in what
manner you would like to be communicated with if you
were in the similar environment and position.

4. Principle of consistency: the message to be

communicated should be consistent with plans, policies,
programs and goals of the enterprise. The message
should not be conflicting with previous communications.
It should not crate confusion and chaos in the
organization.

5. Principle of completeness: the message to be

communicated must be adequate and complete,
Principles of effective communication otherwise it will be misunderstood by the receiver.
Inadequate communication delayed action, poor public
1. Principle of clarity: the beginning of all relations affects the efficiency of the parties to
communication is some message. The message must be communication.
as clear as possible. No ambiguity should creep into it.
The message can be conveyed properly only if it has 6. Principle of feedback: this principle calls for
been clearly formulated in the mind of the communication a two-way process and providing
communicator. opportunity for suggestion and criticism. Since the
receiver is to accept and carry out the instructions, his
2. Principle of objective: the communicator must reactions must be known to the sender of message. The
know clearly the purpose of communication before latter must consider the suggestion and criticism of the
actually transmitting the message. The objective may be receiver of information. But feedback principle is often
to obtain information, give information, initiate action, given a back seat by most managers, which defeats the
and change another person’s attitude and so on. If the very purpose of communication.
purpose of communication is clear it will help in the
choice of mode of communication.

Prof Amit Kumar

[email protected]
FIT Group of Institutions Page 4
 new ones is difficult. Different channels have different
7. Principle of time: information should be
effects and serve in different stages of the diffusion
communicated at the right time. The communicator must process.
consider the timing of communication so that the desired
7. Capability of Audience:
response is created in the minds of the receivers.
Communication must take into account the capability of
the audience. Communications are most effective when
they require the least effort on the part of the recipient.
7 main Principles of Good Communication

The American Professors Frank Groves and Richard

Vilstrup give the seven C's of communication.

1. Credibility:

Communication starts with a climate of belief. This is

built by performance on the part of the source. The
receiver must have confidence in the sender. He must
have a high regard for the source's competence on the
subject.

2. Context:

A communication programme must square with the

realities of its environment. The context must provide
for participation and play back. The context must
confirm not contradict the message.

3. Content:

The message must have meaning for the receiver and it

must be compatible with his value system. It must have
relevance to him. In general, people select those items of
information which promise them generates rewards.

4. Clarity:

The message must be put in simple terms. Words must

mean the same thing to the receiver as they do to the
sender. The farther a message has to travel, the simple it
must be. An institution must speak with one voice, not
many voices.

5. Continuity and Consistency:

Communication is an unending process. It requires

repetition to achieve penetration. The story must be
consistent.

6. Channels.

Established channels of communication should be used

channels which the receiver uses and respects. Creating

Prof Amit Kumar

[email protected]
FIT Group of Institutions Page 5