TYPES OF COMMUNICATION IN ORGANIZATION

CHAPTER FOUR

Types of Communication in Organization

Apart from the different methods and channels of communication, one can also look at various
types of communication. Communication can be categorized into different types depending upon
the level at which it takes place, the direction it takes or by its very nature.

4.1. Internal and External Communication

Internal Communication

Internal communication takes place within the organization or group- among people within, among
different groups of employees and between employers and employees. It could be oral or written,
visual or audio-visual, formal or informal and upward and downward. Internal communication
serves to inform, instruct, educate, develop, motivate, persuade, entertain, direct, control and
caution people in the organization.

Knowledge, skills, goal orientation, sharing of corporate concerns, review and monitoring,
performance appraisal, counseling and training are among the issues the internal communication
addresses.

External Communication

Unlike internal communication, external communication flows outward. It addresses people outside
the organization, like the prospective customers, competitors, community, press, media, and the
government. External communication can take place in various ways and through different
channels. Letters, notices, brochures, demonstrations, telephone calls, business meetings, press
releases, press conferences, audio-visual presentations, publicity films, product launch events and
advertisements are all examples of external communication.

It is important to note that the external agency or person targeted through such communication quite
often forms an image or impression based on such communication and it is, therefore, very
necessary that adequate care is taken in making it clear, intelligible and appealing.

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4.2. Formal Flow of Communication

A. Downward Communication

Downward communication moves from top to the bottom, i.e., from the CEO downwards. It travels
through senior executives to junior-level functionaries, from the controlling office to the branch, the
head of the division to the head of the unit. Corporate goals, business priorities, motivation letters,
work-related instructions, newsletters, letter from the CEO/General manager’s desk all typical
examples of downward communication.

B. Upward Communication

Large organizations have different hierarchical levels or tiers. We can find organizations with three
or four tier structure. The process of communication to be complete and effective should encompass
all these levels and tiers. Upward communication is one which moves upward, i.e., from the bottom
to top levels in the hierarchy.

Any communication that moves from employees to supervisors, supervisors to managers, managers
to executives and regional managers to general managers can be categorized as upward
communication. Similarly, communication from branches to regional offices, regional offices to
zonal offices, and zonal offices to the head office is referred to as upward communication.
Employee suggestions, market reports, performance reports, feedback on new products and requests
for facilities or instructions are all examples of upward communication in the organizational
context.

C. Horizontal Communication

Horizontal communication generally takes place in an organization and is neither upward nor
downward. It proceeds in a horizontal manner and takes place among equals and at peer level. It
may also be described as peer-level communication. Any communication takes place, orally or in
writing, from one branch head to the other, from one division head to the other, from one group
head to the other, may be described as horizontal communication. An important point worth nothing
in any such horizontal communication is that there is not much difference in terms of the
hierarchical levels or positions of the sender and the receiver.

D. Diagonal Communication

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Cross-functional communication between employees at different levels of the organizational

E. Informal Communication

This type of communication takes place in an unstructured manner and outside the formal fora.
There is an element of spontaneity in this kind of communication. Informal communication works
well in smaller, loosely knit organizations. It is used often in situations where there are no rigid
hierarchical tiers. While formal structure of communication is a must in large organizations, it is the
informality that helps sustain goal orientation in small well-knit units. Informal communication
takes place through chats, conversations and informal talks and the like.

F. Non-Verbal Communication

Verbal communication refers to the communication which occurs with the help of words. A verbal
contact, therefore, suggests an oral contract and verbal evidence denotes oral evidence. By its very
definition, non-verbal communication refers to the type of communication that does not use words.

Non-verbal communication uses signs, signals, gestures, expressions and sounds. As a rule, it
should not suffer from any limitations excepting the fact that our knowledge about the language is
limited by our lack of understanding of nature’s ways of communication and it is the richest
language known. The non-verbal communication has changed the way we look at the subject of
communication. We seem to be communicating all the time through gestures, expressions, sounds,
signs and signals.

Nonverbal communication can have an overwhelming impact. There are myriad ways in which the
body and its associated actions communicate messages, both intended and unintended. Non-verbal
communication takes place at various levels when parts of the body, actions, mannerisms, behavior,
attire and demeanor tend to communicate. In other words, nonverbal communication takes place
through the following objects, actions and expressions:

I. Body Languages
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There are many ways the human body expresses itself. These expressions may be obvious or subtle,
conscious or unconscious and complementary or contradictory. It is said that bodies don’t lie and
body language, therefore, tells the truth.

Facial expressions, eye movements, the state of the eyes, the variety and intensity of the human
voice, Postures and Gestures, Attire, Appearance and Handshake and Personal Space can and do
convey different meanings.

a) Facial Expressions

It is said that the face is the index of the mind. The thoughts of the mind and the feelings of the
heart often find expressions on the face.

b) Eyes

The eyes are indeed the most expressive part of the human face. The eyes of a person are often said
to tell a tale. The feelings of the heart quite often find expression through the eyes. In the expression
of love, affection and sincerity the eye contact becomes crucial.

Since eyes are considered to be highly expressive, there is considerable significance attached to the
presence or absence of eye contact. In dealing with customers at the counter, in facing interviews
for recruitment and promotion, in making presentations and in sales talk, eye contact assumes
considerable significance.

c) Voice

Human voice, through their variations, conveys different meanings. Speech or oral delivery reaches
the audience better through voice modulations. Voice modulation refers to the adjustment or
variation of tone or pitch while speaking. Voice related features are particularly relevant in spoken
communication, either face to face or through telephone.

D) Postures and Gestures

Yet another component of nonverbal communication relates to posture and gestures. Posture refers
to the carriage, state and attitude of body or mind. Gesture refers to ant significant movement of
limb or body and a deliberate use of such movement as an expression of feeling. Posture may be
physical or mental. Gestures in human interfaces are many and varied. People read and interpret
gestures and hence these are extremely important in the organizational context.

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E) Attire, Appearance and Handshake

Attire or dress is another important aspect of non-verbal communication. The way a person dresses
is often subject to much interpretation. Attire proclaims a person.

Physical presence and appearance of persons play a key role in the process of communication. The
way one looks and presents oneself indicates the importance one attaches to one’s presence or
participation. Any person who is serious about what he wants to convey, especially in a formal
setting, tries to appear so.

Handshake is a common form of greeting and introduction among men and women. Since
handshake is seen as a type of non-verbal communication, it is very essential that it is done
properly. Like the other aspects of body language, handshakes also varied, and each one of them has
certain interpretations.

F) Personal Space

Physical distance between persons can indicate familiarity and closeness or otherwise. People who
are close to each other tend to keep minimum distance whereas strangers and people who are not on
very friendly terms with each other maintain physical distance. In a hierarchical context, while peers
move close to each other, subordinates maintain a certain distance from their superiors.

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