Purposive Communication

Communication Process, Types, and Principles

Human beings have the tendency to communicate poorly, but our communicative competence can be improved
by learning and practicing effective communication skills. To communicate effectively, one should develop not
only skills, but also a sense of empathy with others.

But, what is communication?

Communication can broadly be defined as an exchange of ideas, messages, and information between two or
more persons, through a medium, in a manner that the sender and the receiver understand the message in the
common sense, that is, they develop a common understanding of the message.

The word communication is derived from the Latin word ‘communicare’, which means to share, impart,
participate, exchange, transmit or to make common. It emphasizes the sharing of common information, ideas,
and messages. It is not merely issuing orders and instructions.

Communication has been defined by a number of writers, and here we give some of the definitions:

(a) Koontz and O'Donnell — "Communication is an intercourse by words, letters, symbols or messages; and is
a way that one organization member shares meaning and understanding with another."

(b) Newmann and Summer — "Communication is an exchange of facts, ideas, opinions or emotions by two or
more persons."

(c) Allen Louis A. — "Communication is a sum of all the things one person does when he wants to create
understanding in the mind of another. It is a bridge of meaning. It involves a systematic and continuous process
of telling, listening and understanding."

(d) Stoner and Wankel — "Communication is the process by which people attempt to share meaning via the
transmission of symbolic messages."

(e) Terry and Franklin — "Communication is the art of developing and attaining understanding between
people. It is the process of exchanging information and feelings between two or more people and it is essential
to effective management.”

Thus, communication involves an interchange of thought or information among persons in an organization and
is a systematic and continuous process of telling, listening, and understanding. The proper understanding of
a message is an important aspect of communication. If it is not understood by the receiver in the same way in
which the sender of the message wants him to understand, there may be confusion, chaos, and organizational
inefficiency, leading to non-fulfillment of goals that are set by the business concern. In view of this,
communication is not merely the transmission of the message from one to another but also the correct
interpretation and understanding of the message. In the words of Theo Haimann, "Communication is the
process of passing information and understanding from one person to another. . . . It is the process of imparting
ideas and making oneself understood by others."

Process of Communication
Communication process is a sequence of activities where the message sent is understood by the receiver in its
intended meaning. For example, execution of a purchase order or conversation through telephone shall be
complete if the desired result is achieved, that is, the supplier sends the desired goods and receiver of phone call
acts as desired by the maker of the call.
Communication is a process that connects the sender with the receiver of the message. A process is “a
systematic series of actions, operations or series of changes directed to some end.” However, in real-life
situations, the communication process is more complex than it sounds. It consists of a series of elements that
results in sharing of meaning by sender and receiver.

These elements are discussed below:

1. Sender (source of info)

The sender is the person who initiates, generates, and sends the message. He represents the source of the
message. The communication process begins when the sender develops an idea or message he wants to transmit.
He must arrange the ideas in a manner that can be understood by the receiver. A lecturer delivering a lecture in
the classroom is the sender of the message or a manager addressing his team in a meeting is the sender of the
message.

2. Message (conveyed)
A message is the idea or information that the sender wants to convey. He may convey it verbally (by writing
or speaking) or non-verbally (through gestures or body language). Whatever the form, the message should be
clearly formed so that desired objective is accomplished.

3. Encoding (selecting A form)

Once the sender is clear of what message to transmit, he decides the code through which the message shall be
transmitted. The message is abstract and intangible and, therefore, has to be converted into some form (words,
gestures, pictures, etc.) to make it meaningful. Encoding means converting the message into symbols.

 Encoding gives meaning to the message or converts ideas into codes that can be understood by the
receiver.
 Encoding means translating the message into words (written or spoken), symbols or gestures. It may be
a combination of the three. The code should be appropriate to the situation, that is, interpreted by the
receiver in the manner intended.

4. Transmission
Transmission involves selecting the medium or channel of communication. Once decided that the message
has to be sent in writing, the sender may select the electronic channel and the medium of e-mail or fax. Short
messages can be transmitted through telephone but lengthy messages can be sent through letters or circulars.

Choice of the channel depends upon the message to be conveyed, personal biases of the sender, and nature of
the information. Short messages are generally sent by telephone. Where drawings, charts, and illustrations
form part of the message, it should be sent in writing. Personal biases include the sender’s preference for a
particular channel.

Some senders prefer to communicate in writing, howsoever short the message may be, and, therefore, prefer the
written channel of transmission. Nature of information refers to immediacy and confidentiality of information.
Confidential information where immediate feedback is required is generally transmitted orally.

5. Receiver (recipient)
The receiver is the person or a group of persons to whom the message is conveyed. In case of telephonic
conversation, the sender can send a message to one receiver but in the case of group discussions, seminars and
conferences, receivers can be more than one. The message must be designed, encoded, and transmitted in a
manner that the receiver can understand easily. The use of technical words, jargon, and complicated
symbols should be avoided. Depending on the channel selected, the receiver may be a listener, viewer, or
reader.
6. Decoding (giving meaning)
Decoding means giving a meaningful interpretation to the message. On receiving the message, the receiver
translates the symbols into meaningful information to the best of his ability. Communication is effective if the
receiver understands the message in the same way as intended by the sender. The receiver must, therefore,
be familiar with the codes and symbols used by the sender.

7. Noise (barrier 1)
It represents the disturbing factor in the process of communication. It interferes with effective
communication and reduces the clarity of the message. The message may be interpreted differently than
intended by the sender. Conversing near a machine making sounds, disturbance in the telephone line, physical
ailment or mental distress of sender or receiver, psychological barriers (degree of trust, fear, perception, etc.)
are the common forms of noise that obstruct the quality of message transmitted from sender to the receiver.

8. Feedback
Feedback is the receiver’s response to the sender’s message. The receiver communicates his reaction to the
sender through words, symbols or gestures. It is the reversal of the communication process where the
receiver becomes the sender and the sender becomes the receiver. Unless the receiver responds to the message,
the communication process is incomplete.

Feedback helps the sender to transform his message if needed. It also allows the receiver to clear doubts on
the message, ask questions to build his confidence, and enables the sender to know the efficiency of the
message. Feedback makes the communication process complete.

In face-to-face communication, the sender can immediately receive the feedback but in written communication,
it takes time for the sender to receive feedback on the message. A written notice sent by the manager to the
employees to work seven days a week instead of six can be implemented when everybody has read and signed
the notice. Subordinates will give feedback on the notice and recommend changes if required. Managers can
implement the notice only if it is accepted by the subordinates, unless it is an order.

Feedback increases the efficiency and applicability of communication.

Feedback plays important role in two-way communication. In one-way communication, the sender
communicates with the receiver without getting any feedback but in two-way communication, the receiver
provides feedback to the sender. Though one-way communication takes less time and is more orderly (it avoids
noise and chaos), feedback in two-way communication makes it more accurate and precise.

Feedback offers the following benefits:

1. It allows senders to improve communication with the receiver.

2. It allows the receiver to clarify doubts on the message and, therefore, perform better.

3. Allowing receivers to ask questions builds confidence and they are more confident of their performance.

4. It enables the sender to know the efficiency of his message; whether or not the receiver has understood the
message in its right meaning. Feedback makes the communication process complete.

5. In response to the receiver’s understanding and suggestions on the message, the sender can adjust the
subsequent messages.

However, two-way communication should be used constructively. If the sender and receiver hold conflicting
opinions and none is ready to agree to the other’s viewpoint, the message cannot be acted upon. Blaming each
other with defensive reasoning and not acting in support of the message can reduce the efficiency of the
message. Two-way communication cannot be avoided and, therefore, both the parties should hold aside their
egos and arrive at a consensus in case there are conflicting opinions about the message.

The communication process can be represented as follows:

Business communication is information sharing among people within ...

Fig. 1 - Fundamental Process of Communication

Types
Communication channels are of different types. They can be classified on the following basis (see Fig. 2).

Forms of Communication

Fig. 2 - Forms of Communication

On the Basis of Organisational Structure

(a) Formal Communication. Communications that are associated with a formal organization structure and
which are to be sent through the formal or officially recognized channels are called formal
communications. Generally, orders, instructions, decisions, of the superior officer, etc. are communicated
through this channel.

(b) Informal Communication. Informal communications are also known as 'grapevine' communications. In
the case of informal communication, the formal channels of communication are not used. In this channel, very
often, a person can obtain information that would take a few days for him to receive through the officially
recognized organizational channel. Informal communication may be conveyed by a gesture, nod, smile, etc.

(c) Non-verbal Communication. This is a type of communication according to which the message will be
communicated to the concerned without words. Encoding of thoughts used in this type are facial expressions,
vocal tones, gestures, etc. The non-verbal communication method is adopted naturally in all communication
systems. Perhaps this is the more powerful communication system. Research studies bear testimony to this.

Almost three decades passed since Albert Mehrabian developed a formula that exhibits a relative usage of
verbal and non-verbal communication methods. According to this, 0.55 facial expressions, 0.38 vocal tones,
and 0.07 words are used in the communication process. From this, it can be observed that 0.93
(0.55+0.38) are non-verbal elements of the communication system. This clearly indicates that in every
communication system, the non-verbal; factor of communication plays a vital role. But, the communicators
should take care of the fact that both verbal and non-verbal communication methods are properly synchronized
in the communication process. Both elements (verbal and non-verbal) should give the same message and should
not contradict each other. If the verbal message communicates the acceptance of an issue to be communicated,
the non-verbal system should also give acceptance. Not the non-acceptance.

On the Basis of Direction of Communication

(a) Downward Communication. In the case of downward communication, the communication flows from the
superiors to the subordinates. Communications sent through this channel are generally directives requiring
actions to be initiated by the subordinates. These communications include orders, policy directives,
instructions, etc.

(b) Upward Communication. In the case of upward communication, communication flows from the
subordinates to the superiors. It includes reports, suggestions, reactions of workers, proposals, etc. Upward
communication enables the management to evaluate the effectiveness with which its orders have been
carried out and also to know the grievances or suggestions of the subordinates.

(c) Horizontal or Lateral Communication. It means communication among the subordinates who are working
at the same level of organization. For example, communication among foremen or superintendents, or
functional managers or supervisors is horizontal communication.

(d) Diagonal Communication. It means communication between people who are neither in the same
department nor at the same level of organizational hierarchy. In this type, communication cuts across
departmental lines (see Fig. 3).

Communication Flow Fig. 3 - Communication Flow

On the Basis of Way of Expression

(i) Oral or Verbal Communication. In the case of oral or verbal communication, communication is made
direct face to face or through a telephone or intercom system. Oral communication has some merits. They are:

(a) It saves time and money.

(b) On-the-spot clarification of any doubt is possible.

(c) Because of the personal touch between the communicator and listener, communication is more effective.

(d) While communicating, important points can be emphasized by the communicator.

Some of the disadvantages of oral communication are:

(a) There is no permanent record of communication passing through this device.

(b) Oral communication is not suitable for a subject that has to be kept as a record.

(c) There is a greater possibility of communication being misunderstood or misinterpreted if the communicator
is poor in vocal expression.

(d) It is suitable only for communications which are not lengthy.

(ii) Written Communication. Written communications include statements, circulars, letters, reports, memos,
manuals etc. Some of the advantages of written communication are:

(a) Written communications can be kept as a permanent record and it can be referred to by the management
whenever it wants.

(b) This method is suitable for communications which are lengthy.

(c) As communication is in writing, there is a lesser chance of missing any points in the communication.

(d) This method is suitable for the passing of messages to far-off places.

Written communication, however, suffers from certain limitations. They are:

(a) Generally, written communications are more time-consuming,

(b) If the communication is not clearly worded, it may lead to confusion and interpretation.

(c) There is no face-to-face discussion between the parties. Hence, doubts of the receiver of the message may
not be clarified.

(d) Maintaining secrecy is difficult in this type of communication.

Principles of Effective Communication

In all types of communication, the communicator must keep in view the following principles in order to have
effective communication:

1. Simple language: The language used in communication should be simple and easily understandable.

2. No ambiguity(uncertainty): The communicator should be clear in his mind about the objective of his
communication and there should not be any ambiguity.

3. Proper medium of communication: There are different media for the passing of communication. The
communicator should select the proper medium by considering such factors as the nature of matter to be
communicated, the urgency of communication, the distance between the communicator and the recipient
of the communication, etc.

4. Adequacy(enough) of information: In order to make communication effective, one more condition to be

fulfilled is that it should be adequate and complete in all respects.

5. Right climate in the organization: There should not be any communication barriers in the business
concern. The organization structure of the unit consisting of physical setting and human setting must
facilitate the process of communication.

6. Follow-up action: There should be follow-up action to know whether the recipient of the message has
understood it correctly and the action he has taken is on the basis of that message.

7. Training for the communicators: Proper training should be given to the communicators in communication
skills. This helps in increasing the effectiveness of communication considerably.

8. Co-operation of personnel: Co-operation of the organization's personnel is essential in order to make

communication effective. Hence, the communication should aim at strengthening the business concern through
the co-operation of the organizational personnel.

9. Messages should not be mutually conflicting: Messages should not be mutually conflicting and should be
in line with the overall objectives and policies of the concern. This will avoid chaos and confusion in the
organization.

10. Action should be in line with the Message: The communicator should not act in any way which
contradicts his message. A communicator is judged not only by what he says but also by what he does.
Actions speak louder than words. Hence, the action of the communicator should be in line with the message
conveyed.

Summary
1. Communication involves an interchange of thought or information among persons in an organization and it is
a systematic and continuous process of telling, listening, and understanding.

2. The communication process consists of 8 elements: sender, message, encoding, transmission, receiver,
decoding, noise, and feedback.

3. Communication can be classified on the basis of (a) organization structure, (b) direction of communication
and (c) way of expression. On the basis of organization structure, there can be formal, informal, and non-verbal
communication; on the basis of the direction of communication, there can be downward communication,
upward communication, horizontal communication, and diagonal communication; and on the basis of the way
of expression, there can be oral or verbal communication and written communication.

4. In order to have effective communication, certain principles are to be observed. They are: simple language,
no ambiguity in the message, proper medium of communication, adequacy of information, the right climate in
the organization, follow-up action, training to the communicators, and co-operation of personnel, messages
should not be mutually conflicting and action should be in line with the message.

References:
Chaturvedi, P. D., & Chaturvedi, P. D. (2011). Business communication: Concepts, cases, and application (2nd
ed.). Pearson. https://wps.pearsoned.com/chaturvedi_bizcom_1/186/47617/12190065.cw/index.html

Ebrary. (2020). Communication. https://ebrary.net/7796/management/communication