Communication, process and flows

Communication is a dynamic process involving a series of actions and reactions with a view to
achieving a goal. How does it work? Think that you are in conversation with your friend. You are
a sender or communicator, formulate (encode) an idea or message as best as you can, and pass on
the message to your friend, who to the best of his ability receives or acts on the message (de-
code). He responds by formulating his own message and communicates to you (feedback) . If
you think your message is understood or well received by your friend, then you go ahead with
the next idea that you have in mind and the conversation goes on and on. Communication is,
therefore, a two way process, that is, the ability to receive is as important as the ability to send.
For successful communication, feedback is crucial because it tells how your message is being
interpreted. It can make or break the communication process.

In the above diagram, the communicator is the encoder, the message is symbol (verbal or non-
verbal), the channel is one of the transmission medium, the receiver is the decoder, feedback is
the response to the message, and noise is any interruption that breaks down the communication.

These, in fact, are the essential elements or ingredients, which facilitate the communication
process. Each element plays an important role in making the communication effective.

Communicator (sender or encoder) is the one who initiates the communication process. He may
be an editor, a reporter, a filmmaker, a teacher, a writer, a speaker, a leader or anybody who takes

the initiative to start a dialogue. Before one speaks or writes, the message is conceptualized first
and then encoded. An effective communication depends on the communication skill, knowledge
level, and attitude of the communicator and how he desires to affect his receiver. An ability to
think, to organize thoughts quickly and express himself effectively are some of the attributes of a
good communicator. Somebody who uses appropriate words, sentences, tone, etc. may be called
a good communicator. He does not fumble, does not look for words and all that he says is ac-
companied by appropriate gestures and delivered at an acceptable pace. Another element, which
is mentioned here, is knowledge level. We must be able to find out the knowledge level of the
persons on a particular topic before we start the dialogue. Also, a person must never look down
upon the people with whom he communicates. He must never think that the receivers are inferior
to him. The attitudes of a person should be mature and the minimum respect due to the other per-
son must be extended to him.

Encoding is the formulation of messages in the communicator’s mind, that is, the communicator
not only translates his purpose (ideas, thoughts or information) into a message but also decides
on the medium to communicate his planned message. He must choose the media (speaking, writ-
ing, signaling or gesturing) that the receiver can comprehend well. For instance, an illiterate re-
ceiver will fail to understand a written message, but can understand it well if told orally. A mes-
sage is what a communicator actually produces for transmission using spoken or written words,
photographs, paintings, films, posters, etc. a great deal of skill and effort is required to formulate
a message, the meaning of which should be understandable to the receiver. Actually the purpose
of communication is to influence the receiver and get favorable responses so that appropriate de-
cisions can be taken. The success of communication, therefore, depends on what we say and how
we say it. A message can enhance or distort effective communication. For instance, in an inter-
view your intention is to impress interviewer, but if you give answers whose meaning is not
clear, the interviewer may perceive that you are incompetent for the job.

A channel is the vehicle through which a message is carried from the communicator to the re-
ceiver. The channels of communication are many-written, spoken, verbal, non-verbal, mass me-
dia like TV, radio, newspapers, books, etc. choosing the appropriate channel, one most suitable
for the message as well as the receiver, is a complicated task. Success and failure of communica-
tion depends on the selection of the right channel. For example, if you have prepared a campaign
on ‘National Integration’ what media would you choose to reach the intended audience? And
even after selecting the media you have to decide if it is feasible cost wise, taking into account
the number of people and the kind of people who will be exposed to your message, and certain
other factors. Actually your intention or desire would be to reach out to the maximum number of
people but for efficient communication your attempt should be to minimize time and cost in the
total information exchange effort.

The receiver, at the other end of the communication, is the recipient of the message and must
possess the same orientation as the communicator. If the receiver does not have the ability to lis-
ten, to read, to think, he will not be able to receive and decode the messages in the manner the
communicator want him to. For effective communication, the receiver is the most important link
in the communication process.

Decoding is the interpretation of the message by the receiver. Actually, the receiver looks for the
meaning in the message, which is common to both the receiver and the communicator.

Feedback is the response or acknowledgement of receiver to the communicator’s message. The

exchange is possible only if the receiver responds. Even through fluttering eyelids, raising an
eyebrow, making a face, organizing a point and asking for explanation, the message is shaped
and reshaped by the communicator and the receiver until the meaning becomes clear. In this way
both participants in communication interact and constantly exchange roles. In face-to-face com-
munication the receiver responds naturally, directly and immediately. This provides the commu-
nicator an opportunity to improve and make his communication effective. Feedback, thus, pro-
vides an opportunity to evaluate what is right or wrong about a particular communication. It
helps to regulate the conversation among two or more individuals and also stimulates and rein-
forces an idea that is desired to be communicated.

Noise is an interruption that can creep in at any point of the communication process and make it
ineffective. Environment is one major cause that interferes with message reception: like noises
from the roadside, constant chattering of individuals outside the communication act, blaring
loudspeaker, faulty transmission, etc. noise can occur in other forms also; poor handwriting,
heavy accent or soft speech, communication in a poorly lit room, etc. in fact, these are barriers to
effective communication. For smooth and effective communication, it is necessary to eliminate
or reduce noise as far as possible.

Communication is neither transmission of message nor message itself. It is the mutual ex-
change of understanding, originating with the reciever. Communication needs to be effective in
business. Communication is essence of management. The basic functions of management (Plan-
ning, Organizing, Staffing, Directing and Controlling) cannot be performed well without effec-
tive communication. Business communication involves constant flow of information. Feedback
is integral part of business communication. Organizations these days are verly large. It involves
number of people. There are various levels of hierarchy in an organization. Greater the number
of levels, the more difficult is the job of managing the organization. Communication here plays a
very important role in process of directing and controlling the people in the oragnization. Imme-
diate feedback can be obtained and misunderstandings if any can be avoided. There should be
effective communication between superiors and subordinated in an organization, between orga-
nization and society at large(for example between management and trade unions). It is essential
for success and growth of an organization. Communication gaps should not occur in any organi-
zation.

Business Communication is goal oriented. The rules, regulations and policies of a company have
to be communicated to people within and outside the organization. Business Communication is
regulated by certain rules and norms. In early times, business communication was limited to pa-
per-work, telephone calls etc. But now with advent of technology, we have cell phones, video
conferencing, emails, satellite communication to support business communication. Effective
business communication helps in building goodwill of an organization.

Business Communication can be of two types:

• Oral Communication - An oral communication can be formal or informal. Generally

business communication is a formal means of communication, like : meetings, inter-
views, group discussion, speeches etc. An example of Informal business communication
would be - Grapevine.

• Written Communication - Written means of business communication includes - agenda,

reports, manuals etc.
 Communication Flows in an Organization

In an organization, communication flows in 5 main directions-

• Downward

• Upward

• Lateral

• Diagonal

• External

• Downward Flow of Communication: Communication that flows from a higher level in

an organization to a lower level is a downward communication. In other words, commu-
nication from superiors to subordinates in a chain of command is a downward communi-
cation. This communication flow is used by the managers to transmit work-related infor-
mation to the employees at lower levels. Employees require this information for perform-
ing their jobs and for meeting the expectations of their managers. Downward communi-
cation is used by the managers for the following purposes -

Providing feedback on employees performance

Giving job instructions

Providing a complete understanding of the employees job as well as to communicate them

how their job is related to other jobs in the organization.

Communicating the organizations mission and vision to the employees.

Highlighting the areas of attention.

Organizational publications, circulars, letter to employees, group meetings etc are all
examples of downward communication. In order to have effective and error-free down-
ward communication, managers must:
• Specify communication objective
• Ensure that the message is accurate, specific and unambiguous.
• Utilize the best communication technique to convey the message to the receiver in right
form

 •

• Upward Flow of Communication: Communication that flows to a higher level in an

organization is called upward communication. It provides feedback on how well the or-
ganization is functioning. The subordinates use upward communication to convey their
problems and performances to their superiors.

The subordinates also use upward communication to tell how well they have understood
the downward communication. It can also be used by the employees to share their views
and ideas and to participate in the decision-making process.

Upward communication leads to a more committed and loyal workforce in an organiza-

tion because the employees are given a chance to raise and speak dissatisfaction issues to
the higher levels. The managers get to know about the employees feelings towards their
jobs, peers, supervisor and organization in general. Managers can thus accordingly take
actions for improving things.

Grievance Redressal System, Complaint and Suggestion Box, Job Satisfaction surveys
etc all help in improving upward communication. Other examples of Upward Communi-
cation are -performance reports made by low level management for reviewing by higher
level management, employee attitude surveys, letters from employees, employee-manag-
er discussions etc.

• Lateral / Horizontal Communication: Communication that takes place at same levels

of hierarchy in an organization is called lateral communication, i.e., communication be-
tween peers, between managers at same levels or between any horizontally equivalent
organizational member. The advantages of horizontal communication are as follows:

It is time saving.

It facilitates co-ordination of the task.

It facilitates co-operation among team members.

It provides emotional and social assistance to the organizational members.

It helps in solving various organizational problems.


 It is a means of information sharing

It can also be used for resolving conflicts of a department with other department or conflicts
within a department.

• Diagonal Communication: Communication that takes place between a manager and

employees of other workgroups is called diagonal communication. It generally does not
appear on organizational chart. For instance - To design a training module a training
manager interacts with an Operations personnel to enquire about the way they perform
their task.

• External Communication: Communication that takes place between a manager and ex-
ternal groups such as - suppliers, vendors, banks, financial institutes etc. For instance - To
raise capital the Managing director would interact with the Bank Manager.

Communication is defined as the exchange of information between a sender and a receiver, and
the inference (perception) of meaning between the individuals involved.
Perceptual process model of communication: communication as a process in which receivers
create meaning in their own minds.
Communication is multidimensional and takes place at two separate but interrelated levels: The
content level (‘what’) covers basically factual or cognitive information, such as ideas, places,
people and objects, The context/relationship level (‘how’) covers information on our emotional
states or attitudinal reactions towards our environment.
Barriers to effective communication
There are four key barriers to effective communication:
➢Process barrier
• Sender barrier
• Encoding barrier
• Message barrier
• Medium barrier
• Decoding barrier

• Receiver barrier
• Feedback barrier

➢Personal barriers
• People possess varying levels of communication skills.
• People use different frames of reference and experiences to interpret the world around them
• The level of interpersonal trust between people can either prevent or enable effective com-
munication.
• Communication is more likely to be distorted when trust is absent.
• The egos of the people communicating can cause political battles.
• The inability to listen with understanding

➢The distance between employees can be a physical barrier that interferes with effective
communication.
➢Semantic barriers show up as encoding and decoding errors because these phases of
communication involve transmitting and receiving words and symbols.