Supervised by: Dr.

Taghrid Suifan
Presented by: Sahar Abd Elkhalik
*12-1: Describe the functions and process of communication.
*12-2: Contrast downward, upward, and lateral communication through small-group networks
and the grapevine.
*12-3: Contrast oral, written, and nonverbal communication.
*12-4: Describe how channel richness underlies the choice of communication method.
*12-5: Differentiate between automatic and controlled processing of persuasive messages.
*12-6: Identify common barriers to effective communication.
*12-7: Discuss how to overcome the potential problems of cross-cultural communication.
 Communication serves five major functions within a
group or organization:
1)Management:
Communication helps manage and control member
behavior.
•Formal communication guides behavior by
enforcing authority structures and policies (e.g., job
descriptions, company rules).
12-1) DESCRIBE •Informal communication influences behavior
THE FUNCTIONS through social interactions, helping regulate group
AND PROCESS OF norms — whether positively (support,
COMMUNICATION. encouragement) or negatively (teasing, peer
pressure).
2)Feedback:
•Communication clarifies what employees must do,
how well they are performing, and how they can
improve.
•Effective feedback supports goal setting, monitors
progress, and rewards desired behavior.
•Communication is essential for stimulating
motivation and achieving organizational goals.
3)Emotional Sharing:
•Communication allows members to express emotions such as satisfaction,
frustration, and support.
•Emotional sharing fulfills social needs and strengthens relationships within
work groups.
•It promotes a positive work environment by encouraging openness and trust.

4)Persuasion:
•Persuasion can influence members’ beliefs and behaviors positively or
negatively.
•It can be used to promote ethical goals (e.g., corporate social responsibility)
or unethical actions (e.g., breaking rules).
•Persuasion is powerful and can either benefit or harm an organization.

5)Information Exchange:
•Communication facilitates decision-making by providing necessary
information.
•It helps individuals and groups identify options and evaluate choices.
•Accurate information exchange is critical for effective organizational
decisions.
•Every communication interaction needs a purpose and a message to be transferred between a
sender and a receiver.
•The sender encodes the message (turns thoughts into symbols) and sends it through a channel.
•The channel is the medium used to deliver the message from the sender to the receiver.
•The receiver decodes the message to understand its meaning.
•Along the way, noise can interfere and distort the clarity of the message.
•After receiving the message, the receiver provides feedback to confirm whether the message
was correctly understood.
•Communication channels can be formal (official structured communication like emails, reports,
and organizational policies) or informal (casual, spontaneous conversations among employees).
-Communication can flow vertically or laterally, through formal
small-group networks or the informal grapevine.

1) Vertical dimensions:

1-1) Downward communication is the flow of information from

higher levels to lower levels within an organization.

It is used to assign tasks, give instructions, explain policies and

procedures, highlight issues that need attention, and provide
feedback.

In effective downward communication, it is important to not just give

orders but to explain the reasons behind decisions.

It’s important to encourage employees to provide feedback and share

their opinions, rather than relying solely on one-way communication.

It’s also important to use multiple communication methods — such as

written messages, oral instructions, and face-to-face interactions — to
ensure better understanding and engagement.
This will lead to greater employee commitment and stronger support
for organizational decisions. Moreover, it enhances employee
engagement, reduces critical mistakes, and builds trust between
managers and their teams.
1-2) Upward communication is the flow of information from lower levels to higher levels within an
organization.

It is used by employees to provide feedback, report progress on tasks, raise concerns, and suggest
improvements to their supervisors or management.

In effective upward communication, it is important to provide honest and constructive feedback.

It’s important to keep the message clear and concise, using short summaries and including actionable
suggestions.

Employees should also pay attention to their tone and approach, especially when communicating
sensitive issues, because how something is said can be just as important as what is said.

This will help managers make better, more informed decisions, improve workplace conditions, and build
stronger trust and engagement between employees and leadership.
2) Lateral communication : Lateral communication refers to
the flow of information between individuals or groups at the
same organizational level.

It is mainly used to coordinate efforts, save time, and make

decisions more quickly by bypassing the formal chain of
command.

Some lateral communication is formally approved by

management, but more often it occurs informally to speed
up work and avoid delays.
It’s important that these interactions take place with the
knowledge and support of managers, because unauthorized
communication can lead to confusion or conflict, especially
when it bypasses formal authority.
When used appropriately, lateral communication enhances
speed, flexibility, and collaboration across departments or
teams.

However, when misused or done without transparency, it

may result in misunderstandings, broken trust, and disrupted
workflows.
§ Formal Small-Group Networks
describe how communication
flows between a limited
number of members, usually in
structured patterns.
Three common types:
1-Chain network: Follows
strict formal hierarchy; best for
ensuring high accuracy.
2-Wheel network: Central
figure controls communication ;
best for fast decision- making
and clear leadership.
3- All-Channel network:
Everyone communicates with
everyone; best for promoting
member satisfaction and
collaboration.
 § The grapevine is the informal communication
network within organizations, made up of rumors,
casual conversations, and unofficial discussions.
§ It fulfills employees’ social needs, spreads
information quickly, and gives managers insight

THE
into morale and internal concerns.
§ It affects current employees’ attitudes and also

GRAPEVINE shapes how potential job applicants view the

organization.
§ Although the grapevine can strengthen social
bonds and help detect issues early, it can also
spread misinformation and create anxiety.
Therefore, managers should monitor it carefully
and use it as a tool to support trust and
engagement.
 Share information openly to reduce uncertainty,
Share
rumors, and misinformation.

Explain Explain decisions and organizational plans

clearly and repeatedly.

Respond carefully to rumors by verifying facts

Respond
before addressing them.

Invite employees to discuss their concerns, ideas,

Invite suggestions, thoughts, and feelings about
organizational matters.
1-Oral communication refers to spoken
communication, either face-to-face or through devices
like telephones. It includes examples such as meetings,
videoconferencing, conference calls, and telephone
conversations.
Oral communication is advantageous because it is fast and
allows for immediate feedback, making it ideal for quick
discussions and real-time decision-making.
However, one major disadvantage is that messages can
become distorted when they pass through multiple people.
Oral communication is very useful for dynamic
environments but lacks a permanent record unless
deliberately recorded.
2-Written Communication involves sending
messages through written symbols, such as letters,
emails, reports, and policy documents.
It provides a permanent and verifiable record of
information, making it highly suitable for complex or
detailed instructions that need to be referenced later.
The main advantage of written communication is that
it ensures clarity and accountability over time.
However, it is time-consuming both to prepare and to
interpret, and it does not allow for immediate
feedback.
Written communication is essential when precision
and long-term documentation are critical.
3-Nonverbal Communication occurs without
words, using body language, facial expressions,
gestures, eye contact, and voice tone and pitch.
It complements and reinforces verbal
communication, conveying emotions and attitudes
with strong impact.
The major advantage of nonverbal communication is
that it adds emotional depth to messages and can
reveal true feelings.
However, nonverbal signals are highly subjective and
can easily be misinterpreted, especially if they
contradict the spoken words, leading to confusion.
Nonverbal communication is powerful but must be
managed carefully to ensure consistency with verbal
messages.
§ Channel Richness : Communication channels
differ in their ability to convey information
effectively.
§ Some channels are considered rich because they
can handle multiple information cues
simultaneously, facilitate rapid feedback, and
offer a personal touch.
Face-to-face conversations, for example, score
the highest in channel richness as they involve
words, facial expressions, gestures, intonations,
immediate feedback, and the feeling of personal
presence.
§ On the other hand, lean channels, like formal
written reports and bulletins, offer limited cues,
slower feedback, and lack personalization.
§ Choosing a rich or lean channel depends on the
complexity and emotional sensitivity of the
message being delivered .
 The choice of communication •Routine messages are •Nonroutine messages are complex
method depends on whether the straightforward and can be sent and require rich channels like face-to-
message is routine or nonroutine: through lean channels like emails face meetings or video conferences to
or memos. avoid misunderstandings.
Important Considerations When Choosing a
Channel:
•While rich channels are valuable, unnecessary face-
to-face meetings can waste time and harm
professional reputation.
•Communication choices should be purposeful, based
on the situation and the message needs.
•Always consider the receiver’s preference: Some
people respond better to written communication,
others to oral discussions.
•Also think about the workplace speed: Fast
environments may prefer quick interactions, while
deadline-driven teams may need structured meetings.
§ Critical points
that influence the success of
communication:
•Delivery matters: The tone, clarity, and professionalism
of your voice impact how the message is received. Poor
voice delivery can weaken your message even if the
content is good.
•Adapt to environment: Match your communication
method to the pace and style of the work setting.
•Consider receiver’s style: Choose written or oral
methods based on what helps your audience understand
better.
•Purposeful choice: Every communication decision
should be intentional and aligned with your message
goals.
 •Most reliable for •Creates a
Written delivering complex,
Communication: lengthy, or formal permanent,
information. verifiable record.

•Encourages logical, •Limited in •Requires careful

clear, and well- emotional richness grammar, clarity,
organized thinking. compared to oral and professional
communication. tone for credibility.
§ While written communication is formal and
structured, faster and more flexible communication
methods are sometimes needed, such as Instant and
Text Messaging:
•Useful for short, urgent, informal communication.
•Fast, inexpensive, and widely accessible.
•Should be used carefully to avoid distractions and
misunderstandings.
•Not appropriate during formal meetings or outside
working hours without agreement.
•Lacks emotional depth and can be misunderstood if
overused.
 •A powerful tool for
Social Media business networking,
Communication: marketing, and
customer engagement.

•Risky if not managed

•Can quickly enhance properly — posts can
visibility and reach if
used wisely. harm professional
reputation.

•Important to maintain
•Organizations often professionalism and
monitor employees’
social media activities. align posts with
company policies.
§ Information Security:
•Protecting private and sensitive information is a
major concern for organizations.
•Risks include data breaches, unauthorized access,
and loss of confidential information.
•Organizations monitor employee internet use,
emails, and even phone calls to enhance security.
•Security measures must balance protecting data and
respecting employee privacy.
•Employees play a key role by following security
policies and protecting information.
Automatic VS Controlled Processing:

-Automatic Processing : Automatic processing happens when people evaluate persuasive

messages quickly and with little effort. Instead of thinking deeply, they rely on simple cues like
emotions, attractive visuals, or familiar slogans. It is used when the topic feels unimportant or
when the person is distracted or not motivated to analyze carefully. While it saves time, it
increases the risk of being influenced by superficial factors.

-Controlled Processing : Controlled processing occurs when people carefully and thoughtfully
evaluate persuasive messages. They focus on facts, evidence, and logical arguments, spending
more effort and energy to reach a conclusion. This happens when the topic is important, when
the person is motivated, or when rich communication channels encourage deeper thinking. It
leads to more rational and well-informed decisions but takes more time and effort.
§ Factors Influencing Automatic VS. Controlled Processing:
1-Interest Level : When people are highly interested in a
decision or topic, they are more likely to engage in controlled,
careful processing. If they are not very interested, they tend to
rely on automatic, quick judgments.
2-Prior Knowledge: Well-informed individuals are more likely
to use controlled processing because they have existing
knowledge and arguments. Poorly informed individuals are
easier to persuade through automatic, superficial cues.
3-Personality (Need for Cognition): Some people naturally
enjoy deep thinking and analysis. These individuals prefer
controlled processing. Others, who prefer quicker decisions
based on intuition, are more likely to use automatic processing.
4-Message Characteristics: Messages delivered through rich,
interactive channels (like face-to-face communication)
encourage controlled processing. Simple messages through lean
channels (like basic texts or emails) promote automatic
processing.
 •When the audience is
less interested, poorly •When the audience is
informed, or receiving highly interested, well-
Choosing the Right informed, or receiving
Persuasive Strategy: information through
lean communication information through
channels, it is more rich communication
effective to use channels, it is better to
emotional appeals and rely on logical
positive imagery to arguments and solid
influence them. evidence to persuade
them.
 § Filtering
•Happens when the sender manipulates or alters
information to make it more favorable to the receiver.
•Reduces transparency and distorts facts, especially with
more hierarchical levels in organizations.

§ Selective Perception
12-6)BARRIERS TO •Each person receives information filtered by their own
needs, experiences, and background.
EFFECTIVE •Leads to biased or inaccurate interpretation of
COMMUNICATION messages, hindering full understanding.

§ Information Overload
•Occurs when individuals receive more information than
they can process.
•Results in ignoring, forgetting, or delaying information
processing, reducing communication effectiveness.
§ Emotions
•Strong emotions such as anger or happiness influence
how messages are received.
•People in positive moods tend to accept messages more
easily, while those in negative moods analyze or reject
them more critically.
§ Language
•Words can carry different meanings for different people
depending on age, background, or context.
•Misunderstandings due to language differences can
weaken communication effectiveness.
§ Silence
•Silence may indicate lack of information, disinterest,
concern, or perceived powerlessness.
•Ignoring silence can prevent the identification of
important organizational issues.
§ Communication Apprehension
•Some individuals experience significant anxiety about
speaking or writing, reducing their willingness to
communicate.
•This can delay or prevent the communication needed for
effective job performance.
§ Lying
•Misrepresentation or distortion of information
undermines trust in communication.
•Detecting lies is difficult, making it a major barrier to
effective communication.
§ Communicating across cultures introduces unique challenges.
Understanding cultural barriers is key to improving global
communication.
-Cultural Barriers:
•Semantics: Words may have different meanings across
cultures. A word might mean persistence in one culture but has
no equivalent in another, causing misunderstanding.
•Word Connotations: The emotional meaning attached to words
differs across cultures. For example, “quality” in the U.S.
suggests functionality, while in Japan it implies perfection.
•Tone Differences: Tone can signal formality or informality
depending on the culture. Misunderstanding the expected tone
may make communication appear rude or inappropriate.
•Conflict Tolerance: Cultures vary in how they view and handle
conflict. Individualistic cultures prefer direct confrontation,
while collectivist cultures often avoid open disputes to maintain
harmony.
§ cultures also differ in how much they rely on context
to communicate
•High-Context Cultures:
In high-context cultures (like China, Korea, Japan, and
Vietnam), communication relies heavily on nonverbal
cues, shared understandings, and the surrounding
situation. What is not said often carries more meaning
than what is explicitly stated. Relationships,
reputation, and social status heavily influence the
communication style.
•Low-Context Cultures:
In low-context cultures (like the U.S., Canada, and
Germany), communication is more direct and explicit.
People rely mostly on spoken and written words to
convey meaning clearly. Contracts and formal
documents are highly valued, and less is left to
interpretation.
§ Effective intercultural communication requires sensitivity and
an appreciation for individual differences. Because each
person interprets culture differently, communication should
aim to build a “third culture”—a shared space that respects all
members’ cultural preferences.
Strategies for Improving Intercultural Communication:
•Know yourself:
Recognize your own cultural identity and biases.
Understanding yourself helps you appreciate others’ unique
viewpoints.
•Foster a climate of mutual respect, fairness, and democracy:
Create an environment where equality and mutual concern are
valued, establishing a “third culture” that transcends individual
cultural norms.
•State facts, not interpretations:
Focus on observable facts instead of interpreting based on your
own cultural background. This reduces misjudgments and
improves clarity.
•Consider the other person’s viewpoint:
Put yourself in the other person’s position. Understand their
values, education, upbringing, and experiences to communicate
more effectively.
•Proactively maintain the identity of the group:
Continuously nurture a shared group identity that supports
mutual respect, common goals, and adaptation to
communication preferences.
Thank you