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BUSINESS COMMUNICATION:
AN INTRODUCTION

1.1 INTRODUCTION
1.2 ROLE OF COMMUNICATION IN BUSINESS
1.3 DEFINITIONS OF COMMUNICATION
1.4 PURPOSE OF COMMUNICATION
1.5 THE COMMUNICATION SITUATION
1.6 THE COMMUNICATION PROCESS/CYCLE
1.1 INTRODUCTION
The word “communication” derived from the Latin word ‘communicare’ that means to impart, to
participate, to share or to make common. It is a process of exchange of facts, ideas, opinions and as a
means that individual or organization share meaning and understanding with one another. In other words, it
is a transmission and interacting the facts, ideas, opinion, feeling and attitudes.
It is the ability of mankind to communicate across barriers and beyond boundaries, that has ushered the
progress of mankind. It is the ability of fostering speedy and effective communication around the world,
that has shrunk the world and made ‘globalization’ a reality. Communication had a vital role to play in
ensuring that people belonging to a particular country or a culture or linguistic group interact with and
relate to people belonging to other countries or culture or linguistic group. Communication adds meaning to
human life. It helps to build relationship and fosters love and understanding. It enriches our knowledge of
the universe and makes living worthwhile.

1.2 ROLE OF COMMUNICATION IN BUSINESS

The term business communication is used for all messages that we send and receive for official purpose
like running a business, managing an organization, conducting the formal affairs of a voluntary
organization and so on. Business communication is marked by formality as against personal and social
communication.
The success of any business to a large extent depends on efficient and effective communication . It
takes place among business entities, in market and market places, within organizations and between various
group of employees, owners and employees, buyers and sellers, service providers and customers, sales
persons and prospects and also between people within the organization and the press
persons. All such communication impacts business. Done with care, such communication can promote
business interests. Otherwise, it will portray the organization in poor light and may adversely affect the
business interest.
Communication is the life blood of any organization and its main purpose is to effect change to
influence action. In any organization the main problem is of maintaining effective communication process.
The management problem generally results in poor communication. Serious mistakes are made because
orders are misunderstood. The basic problem in communication is that the meaning which is actually
understood may not be what the other intended to send. It must be realised that the speaker and the listener
are two separate individuals having their own limitations and number of things may happen to distort the
message that pass between them.
When people within the organization communicate with each other, it is internal communication. They
do so to work as a team and realise the common goals. It could be official or unofficial. Modes of internal
communication include face-to-face and written communication. Memos, reports, office order, circular, fax,
video conferencing, meeting etc. are the examples of internal communication.
When people in the organization communicate with anyone outside the organization it is called
external communication. These people may be clients or customers, dealers or distributors, media,
government, general public etc. are the examples of external communication.
• Communication is the life blood of the business. No business can develop in the absence of
effective communication system.
• Communication is the mortar that holds an organization together, whatever its business or its size.

• When people within the organization communicate with each other, it is internal communication
and when people in the organization communicate with anyone outside the organization it is called
external communication.
• Ability to work well in teams, to manage your subordinates and your relationship with seniors,
customers and colleagues depends on your communication skill.
Exhibit: 1

1.3 DEFINITIONS OF COMMUNICATION

Communication may be defined as interchange of thought or information between two or more persons to
bring about mutual understanding and desired action. It is the information exchange by words or symbols.
It is the exchange of facts, ideas and viewpoints which bring about commonness of interest, purpose and
efforts.
American Management Association defines, ‘Communication is any behaviour that results in an
exchange of meaning’.
Peter Little defines communication as, ‘Communication is the process by which information is
transmitted between individuals and/or organizations so that an understanding response result’.
Newman and Summer Jr. state that, ‘Communication is an exchange of facts, ideas, opinions or
emotions by two or more persons’.
According to Keith Davis, ‘The process of passing the information and understanding from one person
to another. It is essentially a bridge of meaning between the people. By using the bridge a person can safely
across the river of misunderstanding’.
■■■ Business Communication: An Introduction / 3

Louis A. Allen defines, ‘Communication is the sum total of all the things that a person does, when he
wants to create an understanding in the mind of another. It involves a systematic and continuous process of
telling, listening and understanding’.
Therefore, the main purpose of communication is to inform, or to bring around to a certain point of
view or to elicit action.

1.4 PURPOSE OF COMMUNICATION

1. For instruction: The instructive function unvarying and importantly deals with the
commanding nature. It is more or less of directive nature. Under this, the communicator
transmits with necessary directives and guidance to the next level, so as to enable them to
accomplish his particular tasks. In this, instructions basically flow from top to the lower level.
2. For integration: It is consolidated function under which integration of activities is endeavoured.
The integration function of communication mainly involves to bring about inter-relationship
among the various functions of the business organization. It helps in the unification of different
management functions.
3. For information: The purposes or function of communication in an organization is to inform
the individual or group about the particular task or company policies and procedures etc. Top
management informs policies to the lower level through the middle level. In turn, the lower level
informs the top level the reaction through the middle level. Information can flow vertically,
horizontally and diagonally across the organization. Becoming informed or inform others is the
main purpose of communication.
4. For evaluation: Examination of activities to form an idea or judgement of the worth of task is
achieved through communication. Communication is a tool to appraise the individual or team,
their contribution to the organization. Evaluating one’s own inputs or other’s outputs or some
ideological scheme demands an adequate and effective communication process.
5. For direction: Communication is necessary to issue directions by the top management or
manager to the lower level. Employee can perform better when he is directed by his senior.
Directing others may be communicated either orally or in writing. An order may be common
order, request order or implied order.
6. For teaching: The importance of personal safety on the job has been greatly recognized. A
complete communication process is required to teach and educate workers about personal safety
on the jobs. This communication helps the workers to avert accidents, risk etc. and avoid cost,
procedures etc.
7. For influencing: A complete communication process is necessary in influencing others or being
influenced. The individual having potential to influence others can easily persuade others. It
implies the provision of feedback which tells the effect of communication.
8. For image building: A business enterprise cannot isolate from the rest of the society. There is
interrelationship and interdependence between the society and an enterprise operating in the
society. Goodwill and confidence are necessarily created among the public. It can be done by the
communication with the different media, which has to project the image of the
firm in the society. Through an effective external communication system, an enterprise has to
inform the society about its goals, activities, progress and social responsibility.
 9. For employee’s orientation: When a new employee enter into the organization at that time he
or she will be unknown to the organization programs, policies, culture etc. Communication helps
to make people acquainted with the co-employees, superior and with the policies, objectives,
rules and regulations of the organization.

Fig. 1.1: Purpose of Communication

10. Other: Effective decision-making is possible when required and adequate information is
supplied to the decision-maker. Effective communication helps the process of decisionmaking.
In general, everyone in the organization has to provide with necessary information so as to
enable to discharge tasks effectively and efficiently.

1.5 THE COMMUNICATION SITUATION

The communication situation is said to exist when
• There is a person (sender/transmitter) who wants to pass some information;
• There is another person (receiver) to whom the information is to be passed on;
■■■ Business Communication: An Introduction / 5

• The receiver partly or wholly understands the message or information passed on to him; • The
receiver responds to the message or gives feedback.
These four components are essential for communication.

1.6 THE COMMUNICATION PROCESS/CYCLE

The transmission of sender’s ideas to the receiver and the receiver’s feedback or reaction to the sender
constitute the communication cycle. The process of communication begins when one person (the sender)
wants to transmit a fact, idea, opinion or other information to someone else (the receiver). This facts, idea
or opinion has meaning to the sender. The next step is translating or converting the message into a
language which reflects the idea. That is the message must be encoded. The encoding process is influenced
by content of the message, the familiarity of sender and receiver and other situation of factors.
After the message has been encoded, it is transmitted through the appropriate channel or medium.
Common channel in organization includes meetings, reports, memorandums, letters, e-mail, fax and
telephone calls. When the message is received, it is decoded, by the receiver and gives feedback to the
sender as the conformation about the particular message has been carefully understand or not.
ELEMENTS OF COMMUNICATION
The process of communication involves the following elements:
1. Sender or transmitter: The person who desires to convey the message is known as sender.
Sender initiates the message and changes the behaviour of the receiver.
2. Message: It is a subject matter of any communication. It may involve any fact, idea, opinion or
information. It must exist in the mind of the sender if communication is to take place.
3. Encoding: The communicator of the information organises his idea into series of symbols
(words, signs, etc.) which, he feels will communicate to the intended receiver or receivers.
4. Communication channel: The sender has to select the channel for sending the information.
Communication channel is the media through which the message passes. It is the link that
connects the sender and the receiver.
5. Receiver: The person who receives the message is called receiver or receiver is the person to
whom the particular message is sent by the transmitter. The communication process is
incomplete without the existence of receiver of the message. It is a receiver who receives and
tries to understand the message.
Sender Message Encoding Channel Receiver

Decoding

Feedback

Brain drain
 Fig. 1.2: The Communication Process

6. Decoding: Decoding is the process of interpretation of an encoded message into the

understandable meaning. Decoding helps the receiver to drive meaning from the message.
7. Feedback: Communication is an exchange process. For the exchange to be complete the
information must go back to whom from where it started (or sender), so that he can know the
reaction of the receiver. The reaction or response of the receiver is known as feedback.
8. Brain drain: On whole process there is a possibility of misunderstandings at any level and is
called brain drain. It may arise on sender side if they do not choose the adequate medium for
delivery of message, by using default channel and it may also arise when receiver does not
properly decode the message. In other words, we can say that it is breakdown of cycle at any
level.

Exercise–1

1. How do you define communication?

2. What is the role of communication in management of business?
3. What are the different purposes of communication? Briefly explain any five of them.
4. Discuss the different situations when the communication exists.
5. “Communication is an exchange of facts, ideas, opinions and emotions by two or more persons.”
Explain the statement and discuss the role of feedback in communication.
6. “Communication is the two way process.” Explain.
7. Discuss the elements of communication process.
8. Give three examples of brain drain in communication process.

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 COMMUNICATION AND
ORGANIZATION STRUCTURE

2.1 FORMS OF COMMUNICATION

2.1.1 FORMAL COMMUNICATION
2.1.2 GRAPEVINE/INFORMAL COMMUNICATION
2.2 BARRIERS OF COMMUNICATION
2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION
2.4 GATEWAYS TO EFFECTIVE COMMUNICATION
2.5 SEVEN CS OF COMMUNICATION
2.5.1 SEVEN CS OF WRITTEN COMMUNICATION
2.5.2 SEVEN CS OF ORAL COMMUNICATION
2.1 FORMS OF COMMUNICATION
Communication is divided into external and internal communication. External communications are those
communications which are occurring outside the organization like communication with other companies,
with government, general public etc. Internal communications are those which are inside the organization.
Internal communications are further divided into two parts, formal or official and informal.
• Formal: Formal communication flows along prescribed channels which all members desirous of
communicating with one another are obliged to follow.
• Informal: Along with the formal channel of communication every organization has an equally
effective channel of communication that is the informal channel often called grapevine, because
it runs in all directions—Horizontal, Vertical, Diagonal. It flows around water cooler, down
hallways, through lunch rooms and wherever people get together in groups.
2.1.1 Formal Communication
ADVANTAGES
1. It passes through line and authority and consequently ensures the maintenance of authority as
well as accountability of the executives’ in-charge.
2. It helps to develop intimate relations between immediate boss and his subordinates.
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3. It keeps uniformity in the dissemination of information.

4. It flows systematically and the information is trustworthy.
5. Source of information is known which creates harmony amongst the employees.

COMMUNICATION

ON THE BASIS OF RE
GULATION ON THE BASIS OF EXPRESSION

FORMAL INFORMAL VERBAL NON VERBAL

VERTICAL SINGLE CHAIN ORAL BODY LANGUAGE

DOWNWARD UPWARD STAR CHAIN WRITTEN PARALANGUAGE

HORIZONTAL CLUSTER SIGNS & SYMBOLS

PROBABILITY
CONSENSUS

Fig. 2.1: Forms of Communications

DISADVANTAGES
1. Increases the workload of various managers as communication is to be transmitted through them.
2. Widens the communication gap between the executives and employees at the lower level.
3. It is time consuming because it follows the scalar chain of authority. The communication flows
from one authority level to another and it takes too much time.
2.1.1.1 Downward communication
When the communication flows from higher level to lower level, it is called downward communication.
Order, individual instructions, policy statements, circulars etc. fall under downward communication.
BENEFITS
1. Helps to explain to subordinates the organizational plans, policies program and procedures, work
methodology etc. necessary information for performing the job.
2. Helps to convey to the subordinates the expectations of management from them.
3. Acts as a mean to control the activities of the subordinates with active feedback.
4. Provides motivation to the subordinates.
PROBLEMS
1. Sometimes the message may be distorted in the transmission from one level to another level.
2. If a particular authority is not present on the time of passing information it may leads to delay in
transmission of the message.
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3. Sometimes when the workload is unevenly distributed among the employees it creates overload
or unload of work which causes dissatisfaction among the employees.
Communication and Organization Structure

How to make effective

1. Managers should be adequately informed.
2. Managers should be clear about how much to communicate.
3. Some authority should delegate to lower levels to shorten the line of communication.
4. Information should be passed on to the correct person.
2.1.1.2 Upward communication
This communication flows the message from subordinates to superiors. It is reverse of the downward
communication or communication flows from lower level to upper level.
BENEFITS
1. Provides feedback to the superiors.
2. Introduction of new schemes without unduly opposition from the employees.
3. Helps in to promote harmony between the management and the employees.
4. Problems and grievances are redressed.
PROBLEMS
1. Employees fear that their criticism may be interpreted as a sign of their personal
weakness.
2. Bypassed superiors feel insulted which leads differences between the relationship of the
superiors and employees.
3. Great possibility of message distortion.
Methods/Channels of upward communication
1. Subordinates tell their problem and through discussion find out the solution for a particular
problem with the help of superiors.
2. If employees having any complaint and suggestion about working environment, policy and
procedure, peer group etc., then they write to management without giving identification of
themselves and drop into the box. And the management frequently checks these grip boxes and
find out the solution of problem.
3. It is very effective method of upward communication. Organization celebrates their anniversary,
arrange sports meets for their employees, doing some kind of social welfare activities like
plantation, providing food for flood affected areas etc. are the mode of social gathering where
superiors and subordinates are at the same platform and share their emotions, feeling and thought
more comfortably.
4. It is just opposite to grip box system. Here, identification of employee is not hidden. Any
employee can write directly to the higher level about the problem which he/she had.
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5. It emphasizes in the psychological aspect of human being. A superior act as counselor and he
counsels the problem facing employees. Counseling does not mean that treating only problem
facing employees but also for the better prospect or how employees do better in their workplace.
How to make effective
1. Superior should take initiative to get close to the subordinate staff.
2. Keeping the line of communication short as much as possible.
3. Timely redress the grievances of the employees.
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2.1.1.3 Horizontal/Lateral communication

This communication flows between persons at the same hierarchy level either of the same or other
department or division of the organization.

Fig. 2.2: Horizontal/Lateral Communication

BENEFITS
1. It develops mutual trust and confidence amongst employees of same level which help in
maintaining or promote understanding between similar position holders of different departments.
2. If employees at similar position communicate to each other for a given task it will create or
develop the feeling of co-ordination among various departments.
PROBLEMS
1. Sometimes it creates rivalry among employees of various departments.
2. Proximity shows the liking and disliking of an employee who is near by another in respect of
space. Like in any organization HR department and Marketing department are near to each other
then Manufacturing department. So proximity exists between HR and Marketing department and
they favour each other as compared to Manufacturing department.
3. Biasing shows the liking and disliking of an employee due to religion, caste, family background,
personality etc.
Methods of horizontal communication
1. Face-to-face discussion: When individual communicate directly to another. Face-to-face
communication minimises the problem of misinterpretation and quick feedback makes the
communication more effectively.
2. Telephonic conversation: When the employees are busy with their work or they are sited far
from each other than telephonic conversation become more relevant against face to face
conversation. It saves time but sometimes congestion or disturbance and any other obstacles
create delay and distort the message.
■■■ Communication and Organization Structure / 12

3. Periodical meeting: Periodical meeting means meeting between employees on weekly,

monthly, quarterly, annually basis where all the members are assembled and discuss on
predetermined issues.
4. Memorandum: Memorandum is a written form of communication which transmits between
different departments in the same organization. It is also called inter office letter.
2.1.1.4 Consensus
When a number of people irrespective of their status, sit down and confer with one another to arrive at a
decision acceptable to all, it is called consensus. The format of these communications is predetermined and
can not be altered.
Consensus involves consultation
1. Chief executive takes up the problem and analysis it to understand.
2. Collect additional facts and information.
3. Try to find out various means to solve it.
4. Find alternatives.
5. He contacts the members individually or invites them to a meeting.
6. Problem is spelled out to the members.
7. To carefully listen all members view.
8. Arrived at solution.
ADVANTAGES
1. Decisions are taken after consultation among various members; they find it easy to accept them.
2. It promotes harmony among the members of the group. If any conflict and split exits between
members it will be carefully find out and try to solve it.
DISADVANTAGES
1. Member is forced to subscribe to a view he doesn’t hold.
2. Sometimes it may project the false image of management because members think that
management may not be able to handle their problem efficiently.
2.1.2 Grapevine/Informal Communication
Factor responsible for the grapevine phenomenon
1. Feeling of certainty or lack of direction when the organization is passing through a difficult
period.
2. Feeling of inadequacy or lack of self-confidence on the part of employee, leading to the
formation of gaps.
3. Formation of a clique or favoured group by the managers, giving other employees a feeling of
insecurity or isolation.
2.1.2.1 Forms of grapevine communication
1. Single chain: In this type of chain ‘A’ tells something to ‘B’ who tells it to ‘C’ and so on it goes
down the line. This type of communication flows from one person to another person through
single chain or communication flows one by one. When ‘A’ tells something to ‘B’ who tells it to
‘C’ and so on. One interesting fact comes out from this type of communication that when one
■■■ Communication and Organization Structure / 13

person passes certain information to other and they treat the message as confidential or secret
which further communicated by another with same feeling of confidentiality and secrecy.

Fig. 2.3a: Single Chain

2. Star chain: In this type of chain, person speaks out and tells everyone the information he/ she
has obtained. This chain is often used when information or a message regarding an interesting
but non job related nature is being conveyed. Sometimes it also called gossip chain.

Fig. 2.3b: Star Chain

3. Cluster chain: In this type of chain ‘A’ tells something to a few selected individuals who again
inform a few selected individuals. And the information flows in similar manner to other
individual.

Fig. 2.3c: Cluster Chain

■■■ Communication and Organization Structure / 14

4. Probability chain: The probability chain is a random process in which a transmission of the
information to other in accordance with the laws of probability and then these tell still others in a
similar manner. The chain may also be called random.

Fig. 2.3d: Probability Chain

MERITS
1. Under grapevine message travel or transmitted faster than any other form of communication
because group formation is based on individual’s own liking and disliking.
2. It supports other channels of communication.
3. Feedbacks are quickly comes out from this type of communication.
4. When an individual communicates with other individual through grapevine it will develop the
cohesiveness and maintain or promote harmony between members of group.
5. By using grapevine communication, employees feel emotional relief. Because they can
communicate with other without the feeling of inadequacy and without threat of higher
authority.
DEMERITS
1. There is a great possibility of distortion of message between members of group.
2. Transmission of message depends upon willingness of sender and what method they used in
grapevine which causes sometimes transmission of incomplete information.
How to make effective
1. The managers should try to spot the leaders. So the harmful rumours do not reach the
employees.
2. Involve the workers in the decision making process.
3. The management should immediately use the official channels to contradict the rumours.
2.1.2.2 Verbal communication
Verbal communication is when we communicate our message verbally to whoever is receiving the
message. It is of two types oral and written which had their own advantages and disadvantages.
Oral communication: Oral communication is the communication where the message or information
exchanges by spoken words. It can be done by both face to face and through mechanical devices. For more
details, please refer to chapter 5.
■■■ Communication and Organization Structure / 15

Written communication: Written communication is the communication where the message or

information exchanges by written words. Letter, telegraph, fax, e-mail are examples of written
communication. Written communication guarantees that everyone concerned has the same information. It
provides a long lasting record of communication for future. Written instructions are essential when the
action called for is crucial and complex. To be effectual, written communication should be understandable,
brief, truthful and comprehensive. For more detail, please refer to chapter no. 6.
2.1.2.3 Non-verbal communication
Non-verbal communication is usually understood as the process of communication through sending and
receiving wordless messages. Such messages can be communicated through gesture; body language or
posture; facial expression and eye contact; object communication such as clothing, hair styles or even
architecture; symbols and infographics. Speech may also contain non-verbal elements known as
paralanguage, including voice quality, emotion and speaking style, as well as prosodic features such as
rhythm, intonation and stress. Likewise, written texts have non-verbal elements such as handwriting style,
spatial arrangement of words, or the use of emotions. For more details please refer chapter no. 6.

2.2 BARRIERS OF COMMUNICATION

1. Wrong Choice of Medium
Each communication must be transmitted through an appropriate medium. An unsuitable medium is
one of the biggest barriers to communication.
Examples: When communication takes place in big organisation and departments or division are far
from each other. If any manager wants to communicate with others for confidential matter than they opt
written communication as compared to other medium of communication. So, it is required that medium
should be accurate and if wrong or unsuitable medium is selected than it leads to the biggest barrier to
communication. 2. Physical Barriers
• Noise—In factory, oral communication is rendered difficult by the loud noise of machines.
• Electronic noise interferes in communication by telephone or loud speaker system.
• The word noise is also used to refer to all kind of physical interference like illegible hand
writing, bad photo-copies etc.
• Time and distance.
— Congestion in telephone and network facilities.
— People working in different shifts.
— Faulty seating arrangement in a hall.
3. Semantic Barriers
• Interpretation of words
A person interprets same word in a different meaning and this will cause barrier between the
communications. Murphy and Peck in their book ‘Effective Business Communication’
mentioned, the little word ‘run’ has
71 meanings as a verb
35 as noun
4 more as an adjective.
■■■ Communication and Organization Structure / 16

• Bypassed instructions
Bypassing is said to have occurred if the sender and the receiver of the message attribute
different meanings to the same word or use different words for the same meaning.
“Take it to be our stockroom and burn it”
In official language burn, it means to make more copies of the same document.
• Denotation & Connotations
Words have two types of meanings denotative and connotative.
Denotative—The literal meaning of a word is called its denotative meaning.
It must inform and names objects without indicating any positive or negative.
Connotative—It allows qualitative judgments and personal reactions.
Like—Honest, cheap, sincere etc.
Ex:—“He gave us cheap material”.
“At this shop, they sell things cheap”.
First, one is favourable connotation and second is unfavourable.
To avoid this problem (By passed instruction and connotative meaning of words) the followings
can be used:
❖ Prefer words which are familiar to the receiver.
❖ If words are unfamiliar to the receiver, we should make meanings clear the very first time we
use it.
❖ We should choose words with positive rather than negative connotation.
4. Socio-Psychological Barriers
• Attitude and opinions
The information which agrees with opinion and attribute of the individual is favourable for that
particular individual.
• Emotions
It plays an important role in the act of communication.
If the sender is perplexed, worried, excited, afraid, nervous then he will not be able to organize
his message properly.
• Closed Mind
A person with a closed mind is very difficult to communicate with. We hold our opinion so
rigidly that we just refuse to listen.
• Status-consciousness
We are over-conscious of our lower or higher rank and do not express ourselves candidly. •
The source of information.
We react according to the trust we repose in the source from which the communication
originates.
• Faulty transmission
Most of part in the message is lost in transmission.
■■■ Communication and Organization Structure / 17

(In oral communication, something in the order of 30% of the information is lost in each
transmission.)
• Poor retention
Oral message in particular are lost due to poor human retention ability.
(Employees retain only about 50%)
Barriers of Communication

Fig. 2.4: Barriers of Communication

2.3 PRINCIPLES OF EFFECTIVE COMMUNICATION

It is very difficult to suggest a comprehensive list of vital features of system of communication. It will
depend on the specific needs of the situation. The following guidelines or principles may be followed to
achieve effective communication:
1. Clarity of message: The basic principle in communication is clarity. The message must be as
clear as possible. No vagueness should creep into it. The message can be conveyed properly
only if it is clearly formulated in the mind of the both sender and receiver.
2. Speed: A good system of communication must ensure a speedy transmission of message. The
time taken to transmit a message to its destination and speed of the communication system
should be considered on the basis of the urgency of communicating the message. If message not
delivered at time it create problem for organization.
3. Two-way process: Communication is the two-way process that provides feedback to the sender
from the receiver. Feedback refers to transmission of information concerning the effect of any
act of communication.
4. Reliability: Communication starts on the basis of belief. This atmosphere is built by
performance on the part of the expert. The receiver must have confidence in the sender. He must
have a high regard for the source’s competence on the subject.
■■■ Communication and Organization Structure / 18

5. Completeness: Every Communication must be complete as adequate. Incomplete messages

create misunderstanding, keep the receiver guessing and delay action.
6. Content: The message must be meaningful for the receiver, and it must be compatible with his
value system. It must have significance for him. In general, people select those items or
information which promises them the greatest rewards. The content determines the response of
the audience.
7. Accuracy: The communication medium should ensure accuracy in the transmission of
messages. Whatever medium chooses by the sender should be accurate for that particular kind of
information which they want to send.
8. Capability: Communication must take into account the capability of the audience.
Communications are most effective when they required the least effort on the part of the
recipients. This includes factors like reading ability and receiver knowledge.
9. Economy: The communication system should be as much economical as possible. But
efficiency of the system should not be sacrificed to achieve economy.
10. Secrecy: The communication system should ensure secrecy and there should be no leakage of
information. It becomes more essential when messages are of confidential nature.

2.4 GATEWAYS TO EFFECTIVE COMMUNICATION

Developing and maintaining a system of communication is the key job of any manager. The characteristics
of a good communication system are discussed below:
1. Two-way channel: In communication, two parties are involved, namely, the sender or
transmitter, and the receiver of the message. An effective communication demands two-way
communication. It should be vertical, downward and upward. Therefore, a manager should thus
not only to inform, instruct and order but should also be prepared to listen, understand and
interprets.
2. Clarity of message: Clarity of facts, ideas, opinion in the mind of communicator should be clear
before communicating. According to Koontz and Donnell, “A communication possesses clarity
when it is expressed in a language and transmitted in a way that can be comprehended by the
receiver.”
3. Mutual trust: A communication system may be considered excellent when mutual trust or
understanding exists between sender and the receiver of the message. Existence of healthy
interpersonal relation between the seniors and their subordinates is also an indicator of an
adequate system of communication in any department or organization.
4. Timely message: Considerable attention should be given to the timeliness of communication.
Old information is worse than none at all.
5. Consistency of message: Consistency can be achieved if the communicator keeps in his mind
the objective, policies and program of the enterprise. It should not be conflicting with the
previous communications; otherwise, it would create confusion and anarchy in the organization.
6. Good relations: The mode of communication should be chosen in such a manner that it does
not hurt the feelings of the receiver. It should create proper understanding in their minds of the
receiver which leads to develop and maintain the good relationship among the receiver and the
sender.
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7. Feedback: Feedback provides proper understanding of the message to the receiver. It helpful in
making a two-way communication process. The sender must try to ascertain whether or not
receiver properly understood the message.
8. Flexibility: The communication system should be flexible enough to adjust to the changing
requirements. It should absorb new techniques of communication with little resistance.

2.5 SEVEN Cs OF COMMUNICATION

2.5.1 Seven Cs of Written Communication

1. Clarity
Clarity of thought: It comes from a careful consideration of the objective, content and medium
of communication.
Clarity of Expression:
1. Use simple word, easy to understand words:
Avoid them Use them
Compensate Pay
Facilitate Help
Utilise Use
2. Use Single words for long phrases:
Long Phrases Single Words
At all times Always
For the purpose of For
Previous to Before
On account of Because
3. Use verbs for nouns (its brings about simplicity and clarity):
Using Nouns Using Verbs
(Difficult) (Simple)
Come to a conclusion Conclude
Make a decision Decide
Submit a proposal Propose
Take into consideration Consider
4. Avoid double entry
Double entry Simple
Actual fact Fact
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End result Result

Period of one week One week
Previous experience Experience
5. Avoid ambiguity: If your message can mean more than one ambiguous. Faulty punctuation
causes the ambiguity.
Go. slow work in progress
Go slow. work in progress
6. Use short sentences: Use one sentence to express only one idea. If a sentence runs beyond
30 words, it is better to break it up into two sentences.
2. Completeness
While answering a letter or in communication with other make it sure that you have answered
the all question.
Checking for the five w’s questions.
• Who
• What
• When
• Where
• Why
3. Conciseness
• Include only relevant facts
• Avoid repetition
• Organise your message well.
4. Consideration
• Adopt the you-attitude
We-attitude You-attitude
I want to express my Thank you for
Sincere thanks for your kind words. The
good words…..
• Avoid gender bias
Avoid Use
Chairman Chair person
Policeman Police Sir/Madam
5. Courtesy
In business we must create friendliness with all those to whom we write. Friendliness is
inseparable from courtesy.
• Answer the letters promptly.
• Omit irritating expressions.
(You neglected, you irresponsible, you are unaware).
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• Apologise sincerely for an omission/thank enormously for a favour.

6. Correctness
• Give correct facts.
• Send your message at the correct time.
• Send your message in the correct style.
7. Concreteness
• Always use specific fact and figures.
• Message should be definite and vivid.
• Avoid exaggeration.

Fig. 2.5: 7 Cs of Written Communication

2.5.2 Seven Cs of Oral Communication

According to Francis J. Bergin, a person engaged in oral communication must remember seven Cs. And
these are as follows:
1. Clear: An oral communication become effective when the message is clear for the audience or
receiver as the sender wants to convey. Oral messages are often misunderstood because the
speaker does not talk distinctly. So, for this purpose clear pronunciation is very much required.
To minimize this kind of problem a speaker tries to workout on different, lengthy and unusual
words for clear pronunciation.
2. Concise: Many people enjoy while talking and sometimes oral communication suffers from the
problem of over communication. But when the speaker keeps on talking for long, his/her
message will be distracted. So it will be advisable to speakers to try to keep the message as brief
as possible without changing the real message.
3. Complete: Like written communication in oral communication also, completeness required.
While communicating with other makes it sure that you have paid attention on below questions.
Checking for the five w’s questions.
• Who
• What
• When
■■■ Communication and Organization Structure / 22

• Where
• Why
4. Correct: In oral communication correctness means the source of information or from where you
get information is right or trustworthy source. Because if your source of information is correct
than the others generate faith on the speakers and listen them carefully.
5. Concrete: For making oral communication effectively speakers should use specific fact and
ideas and also avoid exaggerating of any information. They try to choose appropriate words
which are not affecting a particular individual, society, culture or nation.
6. Courtesy: Courtesy involves you-attitude. Use polite words for oral communication. Tries to
avoid irritating expression, sincerely apologies for any mistake, do not use any discriminatory
expressions which are related to individual people, race, ethics, origin, physical appearance etc.
7. Candid: When the speaker chooses the candid approaches, its mean that their message should
be straight, open, frank, outspoken. But not hurting particular individual.

Exercise–2

1. What are the different forms of communication? Write detailed notes on the importance,
advantage and limitation of any two of them.
2. Define formal communication. Discuss its merits and demerits also.
3. What are the different types of formal communication? Briefly explain any two of them.
4. What are the merits and demerits of consensus?
5. Write a short note on informal communication.
6. What are the different forms of grapevine? Explain with examples.
7. Write notes on:
(i) Downward communication
(ii) Upward communication
(iii) Horizontal communication
(iv) Consensus
(v) Grapevine
8. Discuss the importance of informal communication in business organization.
9. Write explanatory notes on formal communication channel in business organization.
10. Distinguish between the upward and downward communication with examples.
11. What are the barriers to effective communication in an organization?
12. Discuss the semantic barriers to effective communication and how it will be overcome.
13. What are the different socio-psychological barriers to communication?
14. Explain how the wrong choice of a medium acts as a barrier to effective communication.
15. What physical factors cause barrier to communication?
16. Write brief notes on:
(i) Status consciousness
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(ii) Attitude and opinions

(iii) Emotions
(iv) Close mind
(v) Poor retention
(vi) Faulty transmission
(vii) Source of information
17. Explain the general principles of effective communication.
18. Discuss the gateway of effective communication. 19. Explain the seven Cs of written
communication.
20. Explain the seven Cs of oral communication.
21. Discuss the importance of clarity on message in written communication.
22. Write notes on:
(i) Clarity of message
(ii) Completeness of message
(iii) Courtesy of message
(iv) Correctness of message

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