Business Communication

Rupam Majumder (Assistant Professor in Management Studies)

MCOM, MBA (Finance), Ph.D. (Commerce)

Unit I: Introduction

The term communication has been derived from the Latin word, ‘communis’, which
means common. Literally, communication means, to tell, show, spread the information
and inform. The term communication is used to signify the process of transfer ring ideas
or receiving it by any means such as word of mouth, telephone, telegram, letter,
message, etc. Thus, communication stands for sharing of information, imparting or
conveying ideas and knowledge.

In short, Communication is the process of passing ideas, views, facts, information and
understanding from one person to another. This process is necessary for making the
subordinates understand what the management expects from them.

Communication cannot take place without two parties – receiver and the sender. The
information which is sent by the sender must be understandable to the receiver.

Communication may be defined as “the transfer of information and understanding from

one person to another.”

According to Koontz and O’Donnel, Communication may be understood “as the

exchange of information at least between two persons with a view to create an
understanding in the mind of the other, whether or not it gives rise to conflict. ”

Newman and Summer- “Communication is an exchange of facts, ideas, opinions or

emotions by two or more persons.”

‘Communication is the sum of all things a person does when he wants to create an
understanding in the mind of another’. – Louis A. Allen

‘It is the process of passing information and understanding from one person to anothe r. It
is essentially a bridge of meaning between people. By using this bridge of meaning, a
person can safely cross the river of misunderstanding that separates all the people’. –
Keith Davis

“Sending, giving or exchanging information and ideas”, is defined by Webster’s Dictio -

nary.

Business Communication is communication that promotes a product, service, marketing,

or organization; relays information within a business; or functions as an offi cial
statement from a company. It is important to acquire the skills of effective writing and
speaking. It is also common for prestigious companies to insist upon excellent
communication skills as a requirement at the time of recruitment.

Nature of Communication

The characteristics of communication are as follows:

(i) At least two persons – Communication involves at least two persons—the sender and
the receiver. The sender sends the message and the receiver receives the message. There
is an exchange of information between two or more persons.

(ii) Two-way process – Communication is essentially a two-way process. It does not

merely means sending and receiving messages. It is not complete unless and until the
message has been understood by the receiver in the same sense.

(iii) Form of communication – Communication may take several forms, e.g., order,
instruction, report, queries, etc. It may be verbal or written. It may be formal or informal.

(iv) Scope – Communication is present in all human relationships. It is essential in all

types of organisations and at all levels of management. It has a very wide scope.

(v) Dynamic process – Communication is influenced by the mood and thinking of the
sender and receiver. It keeps on changing depending upon the Level of understanding of
the sender and receiver.

(vi) Goal-oriented – Communication is goal-oriented and is effective only when there is

a congruence of goals of the sender and the receiver.

(vii) Interdisciplinary – Communication derives knowledge from several sciences like

anthropology (study of body language), sociology (study of human behaviour),
psychology (study of human), etc. The linking between these sciences makes
communication effective.

(viii) Interpersonal relations – The main purpose of communication is to influence the

human behaviour which creates interpersonal relations.

(ix) Circular process – There is circular flow of information in the communication

process. After the feedback, the receiver of the original message is required to transmit
another message. The response indicates the success of the communication.

Importance and Guidelines for Effective Communication

(i) Increase in Size: With the large scale of operation in business firm, the need for
effective communication has been largely felt.

(ii) Growing Specialization:

Increase in departments has led to the requirement of specialization inside the
organisation. Sound communication is essential for ensuring mutual co-operation and
understanding between different departments for smooth functioning of the organisation.

(iii) Cut-Throat Competition:

Due to liberalization and globalization, severe competition has resulted in between

private, public sectors and foreign banks. Communication through mass media,
newspaper, advertisement etc. has become important to survive in the race.

(iv) Trade Union Movement:

Trade unions are very strong and powerful. Regular exchange of information, consulting
union leader’s etc. helps to maintain healthy relations between them.

(v) Human Relations:

To develop mutual trust and confidence, it is necessary for management and employees
to communicate with each other. Participation of employees in the management process
has bought in a sense of belonging and loyalty towards the organisation .

(vi) Public Relations:

Every organisation needs to keep its customers, stakeholders, government and other
sections of the society informed about its product and contribution to the society. Public
relation helps in building goodwill for the organisation.

(vii) Personal Asset:

Communication skill is essential for every successful job. Managers are required to
speak to public at large on various occasions. The ability to communicate effectively is
equally essential for promotion in career.

Guidelines for Effective Communication are:

1. Choose the Right Means and Mode:

The right means and mode of communication is chosen after considering various factors
like cost, resources, organisation size and policy etc.

2. Own Your Message:

It is very important to take responsibility for what we say. Personal pronoun should be
used to lend credibility to the message.

3. Offer Complete and Relevant Information:

Message should never be left incomplete. It may create a huge barrier in communication
if messages are incomplete. For effective communication, message should be relevant
and complete. It should be supported by facts and observations. It should be well
planned and organized. No assumptions should be made by the receiver.

4. Obtain Feedback:

Whether the message sent by the sender is understood in same terms by the receiver or
not can be judged by the feedback received. The feedback should be timely and in
personal. It should be specific rather than general.

5. Think of the Recipient:

Empathy with the listeners is essential for effective verbal communication. The speaker
should step into the shoes of the listener and be sensitive to their needs and emotions.
This way he can understand things from their perspective and make communication more
effective.

6. Verbal and Non-Verbal Congruence:

Meanings are usually communicated in more than one way. For example while saying
‘yes’ our head should always nod up to down. This shows the verbal and non -verbal
congruence.

7. Repeat if Necessary:

Repetition is generally avoided but in many cases message should be repeated for
confirmation and feedback and to check whether the important part of the message has
not been lost.

8. Do not Judge:

Judgments are usually based on one’s own perception. Unfavourable judgments and
remarks should be avoided.

9. Rely on facts:

Facts are the best way to persuade the listener in agreeing with the message. An
incomplete message with assumptions holds no value. While sending a message, sender
should always try to state the facts to support his message.

Components of Communication Process

Communication is the process by which one person conveys meaning from one person to
another. It is a two- way process which takes place in the relationship between a sender
and a receiver. It is a continuous and interpersonal process.

The communication process has following components:

1. Sender or communicator – Sender is an employee with ideas, intentions, information,

and a purpose for communicating. He is the source, or initiator of the communication.
He has something with a meaning to communicate. Communication begins when a
sender identifies the need to send a message based on certain reasons.

2. Message – The sender encodes meaning into a message that can be transmitted. The
message represents the meaning the source is trying to convey.

3. Encoding – The function of encoding is to provide a form in which ideas and purpose
can be expressed as a message. The result of the encoding process is the mes sage.
Encoding involves translating the sender’s intent or ideas into a systematic set of
symbols or gestures.

4. Channel or medium – The channel is the carrier of the message. It is the link that
connects the source and the receiver. In organisations, the channel or medium can take
the form of such components as face-to-face communication, telephone calls, meetings,
or other written reports.

5. Receiver – The receiver is the individual whose senses perceive the sender’s message.
There may be one or many receivers. If the message does not reach the receiver,
communication is not completed.

6. Decoding – Decoding is the process by which the receiver interprets the message and
translates it into meaningful information. Decoding is a two-step process – (a) the
receiver must first perceive the message; and (b) the receiver must then interpret it.
Decoding process is very much affected by some factors such as the receiver’s need,
status, past experience, situational factors etc.

7. Communication noise – In communication, noise can be thought of as those factors

that disturb or distort the intended message. Noise may occur in each of the elements of
communication. “Noise” hinders communication.

8. Feedback – A feedback provides a link or channel for the communicator to know the
receiver’s response and to determine whether the message has been received and has
produced the intended change. Feedback may come in many ways. In face-to-face
communication, feedback comes through facial expressions of the receiver. Some
indirect means of feedback are such factors as declines in productivity, poor quality of
production, lack of coordination, absenteeism etc. Feedback may cause the sender to
modify his future communication.
All 8 Models Of Communication, Explained!
By Chris Drew (PhD) / December 21, 2022

Since 300BC, theorists have developed communication models in attempts to explain and
understand how to improve communication and rhetoric. As time has passed, we have developed
increasingly more complex models to explain how we communicate.

Today, the main models of communication are can be split into three categories:

Linear models – only looks at one-way communication.

Interactive models – looks at two-way communication.

Transactional models – looks at two-way communication where the message gets more complex as

the communication event (e.g. conversation) progresses.

This article will outline all 8 major models of communication currently studied in communications courses at

college. Here’s a quick summary to get started:

# Model of Type of Brief Description

Communication Model

1. Aristotle’s Model Linear Aristotle argues that we should look at five elements of a
communication event to analyze how best to communicate:

speaker, speech, occasion, target audience and effect.

2. Lasswell’s Model Linear Lasswell’s model is a basic framework for analyzing one-way

communication by asking five questions: Who, said what,

through which channel, to whom, with what effects?
 # Model of Type of Brief Description

Communication Model

3. Shannon-Weaver Linear The Shannon-Weaver model is the first to highlight the role of

Model ‘noise’ in communication, which can disrupt or alter a

message between sender and receiver.

4. Berlo’s S-M-C-R Linear Berlo’s S-M-C-R model explains communication in four steps:
Model Source, Message, Channel, and Receiver.

5. Osgood-Schramm Interactive The Osgood-Schramm model looks at reciprocal

Model communication, showing how we have to encode, decode,

and interpret information in real-time during a conversation.

6. Westley and Interactive The Westley and Maclean model shows that our
Maclean Model communication is influenced by environmental, cultural and

personal factors.

7. Barnlund’s Transactional Barnlund’s Transactional Model of Communication highlights

Transactional the role of private and public cues that impact our messages.
Model

8. Dance’s Helical Transactional Dance’s Helical Model sees communication as a circular

Model process that gets more and more complex as communication

occurs, which can be represented by a helical spiral.

Contents [ show ]

Related: A to Z List of Mass Communication Theories

The Linear Models

Quick Summary: Linear models explain one directional communication processes.

1. Aristotle’s Model

One Sentence Overview: A framework for thinking about how to improve your communication abilities,
by looking at key aspects underpinning a situation.

Aristotle’s model of communication is the oldest communication model, dating back to 300BC. The model
was designed to examine how to become a better and more convincing communicator.
Aristotle argues we should look at five elements of a communication event to analyze how best to
communicate: speaker, speech, occasion, target audience and effect. He also identified three elements that

will improve communication: ethos (credibility), pathos (ability to connect) and logos (logical argument).
Aristotle’s model does not pay attention to the role of feedback in communication.

2. Lasswell’s Model

One Sentence Overview: A basic framework for analyzing one-way communication by asking five
questions: Who, said what, through which channel, to whom, with what effects?

Lasswell’s model of communication tries to understand a communication event by asking five important
questions. It looks at who created the message (and what their bias may be), what they said, the channel
they said it through (e.g. TV, radio, blog), who they said it two, and what effect it had on the receiver. This

model is effective as it provides a very simple and practical way of critiquing a message and exploring five
important elements that can help explain the event under analysis in more detail.

Question Component How to Analyze Example of

Component

Who? Communicator Control Analysis Vacuum cleaner

salesman

Says What? Message Content Analysis Promotes his brand of

vacuum as the best

brand

In Which Channel? Medium Media Analysis On television

To Whom? Audience Audience Analysis To evening TV viewers

in the United States

With What Effect? Effect Effects Analysis Achieving brand

awareness, promoting

the belief that this is the

best vacuum, leading to

increased sales revenue

3. Shannon-Weaver Model

One Sentence Overview: The Shannon-Weaver model is the first to highlight the role of ‘noise’ in
communication, which can disrupt or alter a message between sender and receiver.
The Shannon-Weaver model sees communication occurring in five key parts: sender, encoder, channel,
decoder, receiver. It emphasizes the importance of encoding and decoding messages for them to be sent

(e.g. turning them into written words, morse code, etc.). During the process of encoding, sending and
decoding, ‘noise’ occurs that can disrupt or cloud a message. In the most traditional sense, this may be

static on a radio broadcast, or even extend to mishearing a conversation or misspelling an email. This model
was the first to introduce the role of noise in the communication process.

The idea of feedback was retroactively introduced to this model.

4. Berlo’s S-M-C-R Model

One Sentence Overview: Berlo’s S-M-C-R model explains communication in four steps:
Source, Message, Channel, and Receiver.

Berlo’s model of communication explains it in four steps: Source, Message, Channel, and Receiver. The
unique aspect of Berlo’s model is that it gives a detailed account of the key elements in each step that will

affect how well the message is communicated:

Source: Elements of the source include communication skills of the sender, their attitude and their

culture.
Message: Elements of the message include its content, structure and code.

Channel: Elements of the channel include the senses of hearing, seeing, touching, smelling, etc.
Receiver: Elements of the receiver include their attitude, knowledge and culture.

See a summary of all elements in the image below:

The Interactive Models

Quick Summary: Interactive models are best for explaining impersonal two-way communication
processes.

5. Osgood-Schramm Model

One Sentence Overview: The Osgood-Schramm model looks at reciprocal communication, showing
how we have to encode, decode, and interpret information in real-time during a conversation.

The Osgood-Schramm model explores communication that is equal and reciprocal.

It does not differentiate between the sender and receiver, but sees each as being in an equal position as
message encoders and decoders.

This model is best for explaining and examining personal synchronous communication where feedback is

immediate (such as face-to-face discussions). As feedback is immediate, noise can be reduced through
ongoing clarification of messages during the conversation.

6. The Westley And Maclean Model

One Sentence Overview: The Westley and Maclean model shows that our communication is influenced
by environmental, cultural and personal factors.

The Westley and Maclean model embraces the importance of feedback in communication. However, it also
emphasizes the important role of environmental and cultural factors in influencing communication. It shows

that the things we say and communicate are influenced by who we are, what our background is, and what
perspective we are approaching issues from. The model takes into account the object of orientation

(background, culture and beliefs) of the sender and receiver of messages. It also considers the message to
have been received and sent within a broader social context that needs to be considered to know and

understand the message.

The Transactional Models

Quick Summary: Transactional models explain direct personal communication processes where

two-way feedback is immediate.

7. Barnlund’s Transactional Model

One Sentence Overview: Barnlund’s Transactional Model of Communication highlights the role of
private and public cues that impact our messages.

Barnlund’s Transactional Model of Communication is a model that explores interpersonal, immediate-

feedback communication. Central to this approach is the idea that feedback for the sender is the reply for

the receiver.

This model also highlights the role of ‘cues’ in impacting our messages. Barnlund highlights the role of

public cues ​which are environmental cues, and private cues which are a person’s personal thoughts and
background. With this emphasis on cues, Barnlund’s model highlights the factors that influence what we
think and say.

8. Dance’s Helical Model

One Sentence Overview: Dance’s Helical Model sees communication as a circular process that gets
more and more complex as communication occurs, which can be represented by a helical spiral.

Dance’s Helical Model builds on circular models by explaining how we improve our messages over time by
using feedback. When we communicate with others, their feedback will influence our next statement.

We become more knowledgeable with each cycle of communication, enabling up to ‘expand our circle’, as
represented by the increasingly wider and wider circles. The movement up the spiral indicates that each

communication practice is new and different from the previous, as communication does not ever perfectly
repeat itself.

Final Thoughts

There are many mass communication theories (see for example: media richness theory, relational dialectics
theory, muted group theory, communication accommodation theory, and agenda setting theory).

However, the 8 communication models listed in this article are central models of communication that

highlight how communication occurs. They are theories that are necessary to know for communication
studies students as they help you understand the key components that make up communication in the 21st
Century.

Chris Drew (PhD)

Website | + posts

Dr. Chris Drew is the founder of the Helpful Professor. He holds a PhD in education and has published over
20 articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher

Education.
1 Thought On “All 8 Models Of Communication, Explained!”

HUBERT
JANUARY 26, 2023 AT 6:43 PM

Wow. It was that I looking for for my assignment.

Seems that armies are working the same way since 300 BC 😉

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This Article was Last Expert Reviewed on December 21, 2022 by Chris Drew, PhD
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