COMMUNICATION

MEANING OF COMMUNICATION

Communication is the process by which we exchange meanings, facts, ideas, opinions or

emotions with other people. The word communication has been derived from a Latin word
‘Communis’ which means ‘commonness’ or ‘to share’ or ‘to participate’. The presence of
minimum of two minds is essential for communication. In fact, communication means to
convey a message by one person to another so that another person may understand, follow
and implement the message. If one person is unable to follow the message of another, it
can't be called communication.

It is important to note that communication does not mean merely written or oral messages.
It includes everything that may be used to convey meaning from one to another person. For
example, movement of lips or the wink of an eye or wave of hands may convey more
meanings than even spoken or written words.

DEFINITION OF COMMUNICATION

1) “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 understand.” - Louis A. Allen

2) "Communication in its simplest form in conveying of information from one person to

another."- Cyril L. Hudsen

3) "The act of making one's ideas and opinions known to others." - Fred. G. Meyer

4) "Communication is an exchange of facts, ideas, opinions or emotions by two or more

persons." - Newman and Summer

5) "Communication is the interchange of thought or information to bring about mutual

understanding and confidence of good human relations." - American Society of
Training Directors

6) In the words of Theo Haimnan, "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."

In a nutshell, it is a systematic and continuous process of conveying ideas, emotions, and

opinions from one person to another in order to bring about mutual understanding and
confidence of good human relations.
FUNCTIONS OF COMMUNICATION

Lee Thayer, a prominent management thinker in his book ‘Communication and

Communication System’ has divided the functions of communication into following four
categories:

1) The information function: It serves to provide knowledge to the individuals who

need guidance in their actions. It also fulfils the workers' desires for awareness of
things that affect them.
2) The command and instructive function: This function makes the employee aware of
his obligations to the formal organisation and provides him with additional guidance
on how to perform his duties adequately.
3) The influence and persuasive function: This function motivates, directs and guides
the employees to act and influence the behaviour and attitudes of the people
through arguments and persuasion.
4) The integrative function: Communication, if properly handled, integrates the
activities and efforts of the workers. As a result, they move in a single desired
direction and the whole organisation becomes a well-knit system.

CHARACTERISTICS OF COMMUNICATION

1) Communication involves Plurality of Persons- One single person can’t communicate.

At least two persons are involved in every communication one is communicator and
other is communicatee. Communicator or the sender is a person who wants to make
his opinions, through feelings or ideas common or shares with others or even a
person who speaks, writes a letter or issues some instructions. Communicatee or
receiver is the person with whom the communicator wants to share his message.
There has to be a receiver to complete the communication process.

2) Existence of a Message: A message is a subject-matter of communication. The

message may be the orders, instructions or information about the managerial plans,
policies, programmes sent by the superior to subordinate. A message can also be
from subordinate to superior in the forms of reports, suggestions, complaints,
problems.

3) Communication is a Continuous Process: Communication is not an art or event at an

instance of time rather it is a continuous process incorporating various events and
activities that are inter-related and inter-dependent.

4) Communication is a Two-Way Process: Simple transmission of the message by the

sender does not make the communication complete rather it also needs
 understanding of the message in the same manner of receiver. So receiver after
receiving the message must try to understand the idea behind the message and
respond accordingly.

5) Communication may be Written, Oral or Gestural: Communication is the sum of all

the things one person does when he wants to create understanding in the mind of
another. It is generally understood as spoken or written words but in reality it is more
than that. It includes everything that may be used to convey meanings from one
person to another.
 Written Communication: It includes those decisions policy statements, rules,
procedures, orders, instructions, and agreements etc. which are expressed on
paper.

 Oral Communication: It implies conveying of message through spoken words.

It is face to face communication and includes communication through
telephone and public speech etc.

 Gestural Communication: It implies expressions through body parts. It includes

facial expressions, movement of lips, nodding of head, and movement of
hands. It is used as a supplementary method of communication. For example,
while delivering his speech a person by thumping the desk/table can
communicate to audience that this part of his speech is more important.

6) Primary purpose is to motivate a Response: The primary purpose of the

communication is to influence human behaviour. Communication can motivate
employees by clarifying to them what is to be done, how well they are doing and
what can be done to improve their performance if it below standard.

7) Communication may be Formal or Informal: Formal communication is that which

flows through well-established levels or hierarchical positions of the organization. For
example, when a chief executive issues decisions and instructions to the
subordinates or when subordinate reports to the superior. Formal communication
may take place in the following forms:
(1) Conferences, (2) Director's meeting, (3) Interviews, (4) Departmental staff
meeting, (5) News Bulletins etc.
Informal communication takes place on the basis of informal and social relations
among people in an organization. Such communication does not follow the formal
channels, i.e., rules and structure of the organization. For example, if a superior and
 subordinate while sitting in the club or in cafeteria share any information it is
informal communication.

8) Communication may be Vertical, Horizontal or Diagonal: The communication which

flows from higher level to lower level position is known as downward
communication. The message transmitted from superior to subordinate or from
manager to assistant manager is downward communication. They are in the form of:
(1) Circulars, (2) Letters, (3) Memos, (4) Annual reports, (5) Group meetings, (6)
Loudspeakers announcements.

Upward communication is from subordinates to superior as that from worker to

foreman, from foreman to manager, from manager to general manager and from
general manager to chief executive or board of directors. They may be the following
form:
(1) Opinions, (2) Ideas, (3) Complaints, (4) Grapevine, (5) Union publications, (6)
Appeals, (7) Grievances etc.

Communication that takes place directly between two persons having equal ranks in
the managerial hierarchy or between two subordinates under same manager is called
Horizontal Communication or Lateral Communication.
Diagonal Communication is like downward or upward communication, so we can say
that it implies exchange of information between persons who are at position at
different levels of hierarchy and also at different departments. This type of
communication increases organizational efficiency by speeding up information and
cutting across departmental barriers.

9) Communication is Unavoidable: Communication is always existing and unavoidable

phenomenon. Not to talk of facial expressions, positive gestures and other
behavioural ways, even silence also conveys a lot about person's attitude.

10) Communication is a Universal Process: It is a universal phenomenon. All the living

beings whether it is humans, animals, insects or birds communicate through their
own symbols and signs.

11) Communication is a Social Process: As it enables everyone in the society to satisfy

his basic needs and desires through exchange of written, spoken or non-verbal
message. It is through communication that two or more persons interact and
influence each other and consequently bridge the gap in their understanding.
 ELEMENTS OF COMMUNICATION

The basic elements of communication are:

1) Communicator - The sender, speaker, writer or issuer who intends to conveys or
transmits the message.
2) Communicatee - The receiver, listener, reader for whom the communication or
information is meant.
3) Message - lt is the content or subject matter of communication. It may be an idea,
opinion, information, order, suggestion or complaint etc.
4) Media or channel- It refers to the method through which the message is passed on
from the sender to the receiver. It serves as a link between the communicator and
communicatee.
5) Response- The effect or reply or reaction of the message made by the
communicatee. Purpose of every communication is to motivate a positive response.
It is possible only when the message is meaningful and the receiver thoroughly
understands it.

OBJECTIVES OF COMMUNICATION OR IMPORTANCE OF COMMUNICATION TO

MANAGERS

Communication is the vehicle through which basic management functions are carried out.
The success of an enterprise depends upon the effectiveness of the communication.
Managers cannot plan, organise, direct and control without communication. It is no
exaggeration to say that communication is the means by which organizational activity is
unified, behaviour is modified, change is effected and goals are achieved. A manager
typically spends 3/4th of his working day on communication and his success depends
largely on communication skills. Now-a-days employers give high weightage to the
communication skills at the time of their appointment as well as promotion.

In the words of Peter F. Drucker, "The manager has specific tool information. He does not
handle people; he motivates, guides, organises people to do their own work. His tool, his
only tool-to do all this is the spoken or written word or the language of numbers." Thus it is
obvious that communication is the life blood and foundation stone of the successful
working of an organisation. The necessity for effective communication in management has
been widely recognised in recent years. The major responsibilities of an organiser in an
industry lie in the establishment and effective utilisation of a communication system. The
importance of communication in management can be judged from the following points:
 1) Smooth and unrestricted running of the enterprise: The smooth and
unrestricted running of an enterprise depends in an effective system of
communication.
2) Quick decision making: Communication helps the administration in arriving at
vital decisions. In decision making process
i. Management identify various alternatives to solve any problem.
ii. Management evaluate the alternatives.
iii. Management select the best alternative and obtain feedback during and
after its implementation.

In fact, the qualities of managerial decisions depend on the information or data and facts
gathered through communication. Moreover, the decision and plans of the management
need to be communicated to the subordinates.

3) Proper planning and coordination: Communication also helps a lot in planning

and co-ordination. The widest possible participation in planning is a pre-
condition for getting the task done, and this can be effectively secured only
through the media of communication. It is a common experience of all
managements that in each industrial enterprise the work to be done is always
subdivided between those who direct and those who accept the directions. Co-
ordination between these groups is a must for the efficient functioning of the
enterprise. Well, to a large degree this co-ordination and co-operation
depends upon adequate and effective system of communication at all levels of
management and in all areas of organisation.

4) Maximum productivity with the minimum cost: Greater, better and cheaper
production is the aim of all prudent managements. Gone are the days of small-
scale production manufacturing we confined to the four walls house under the
supervision of a family boss (Karta' of family), who could easily instruct any
member-worker of his family for any task. But in this age of mass- scale
production, our industrial unit has no longer remained a close knit family unit
as it used to be; with the result that direct and face to face contact between
the employees is almost not-existent. Whatever may be the form of
organisation-Departmental, Line and Staff or Functional—today the
information passes through a variety of filters and there is always a chance for
its misinterpretation. Effective system of communication can play a vital role in
avoiding this illusion.

5) Democratic management: Under an effective system of communication it is

quite convenient for the employees to express their grievances if any, bring, all
 their problems to the notice of the management and get proper adjustment.
Such an amicable atmosphere can tone down many tensions. If the grievances
are not addressed on time, they may take a serious turn and there remain
chances of strikes or lockouts leading to industrial unrest. Most of the conflicts
in business are not basic but are caused by misunderstood motives and
ignorance of the facts. Proper communications between the interested parties
reduce the point of friction and minimise those that inevitably arise.

6) Promotion of Co-operation and Industrial Peace: Economical production

which is of excellent quality is the aim of every management. It can be possible
only when there is industrial harmony between management and workers. The
two-way communication promotes co-operation and mutual understanding
between both the parties. The efficient and downward communication helps
the management to tell the subordinates what management actually expects
from them. The upward communication helps the workers in putting their
grievances, suggestions and reactions before management which ultimately
helps in achieving the desired goals.

7) Improve Public Relations: A sound communication system, ensuring free flow

of information between the organisation and various components of the
society like customers, suppliers, bankers, government agencies and public at
large, helps in building a good image in the minds of the public. Public
generally has faith in only those organisations which are open and responsive
to the needs of the community.

8) Helps in Providing job Satisfaction: An employee obtains satisfaction from his

job only when he is able to perform his job in a desired manner. For proper
performance of the job, it is necessary that an employee is fully aware of his
duties, responsibilities, authorities and the role or importance of the job in the
pursuit for organisational goals. All this awareness can be generated only
through sound communication system.

9) Helps in Selection of Best Employees: Communication plays a very important

role in the selection of employees of the organisation. Scientific selection
procedure, which can eliminate the inefficient and unqualified persons, has to
be laid down to avoid misfits in the organisation. Communication system helps
the personnel manager in obtaining the detailed information about the mental
ability, character, physical health, attitude and behaviour of the persons. These
information can be gathered by the conduct of tests, interviews and checking
 the references given by the candidate. Conducting of tests, interviews etc. are
possible only through communication.

10) Basis of control: The system of maintaining control over the activities of the
organisation consists of:
 Firstly, laying certain objectives or targets,
 Secondly, measuring actual performance,
 Thirdly, comparing actual performance with the targets, and
 Fourthly, taking corrective action in case of deviations.

All these things are possible if there exists an effective communication in

the organisation.

11) Help in motivation and leadership: Management can motivate and lead
employees through communication only. The employees have to be told what
they have to do and how they have to do. If the employees are not aware of
the expectations of the management, how and for what goal will they strive
for? It is through communication that a formal leader, that is the manager,
guides and supervises his employees.

12) For running internal administration: There is a great need of maintaining

effective communication within the organisation as well. The management has
to issue day-to-day instructions to subordinates and employees as to what
work is to be done by them and how it is to be done. In upward
communication, subordinates communicate their problems, complaints,
progress reports to their superiors.

13) Liaison with outside world: For running the business, managers need
knowledge about external world. They have to know about market trends,
competitors, technological developments, government policies, business
cycles, conditions of war and peace and what not. Communication provides
this information to the managers on the basis of which they take decisions
about product line and evolve marketing strategies.

14) Public image: Existence of good communication system in the organisation

helps in projection of a good image of the organisation in the eyes of the
people dealing with it. Good communication is another name for good public
relations. If an outsider writes a letter to the organisation and promptly
receives a correct and complete answer, naturally he will think high of the
organisation. Effective and prompt communication helps in projecting
organisation's plans and policies to outsiders and getting their reactions to
them.