UNIT 1 :-

COMMUNICATION
AND
ITS TYPES
 Communication
 “Communication is a process of exchanging information, ideas,

thoughts, feelings and emotions through speech, signals, writing or

behaviour.”
 The word communication is derived from the Latin word
‘communicare’, which means to share, impart, participate, exchange,
transmit or to make common. It emphasises on sharing common
information, ideas and messages. It is not merely issuing orders and
instructions.
 “Communication is a process of transfer of information understanding

between different people of a business organization.”

 “Communication is the sum of all things one person does when he wants

to create understanding in the mind of another. It is a bridge of meaning. It

involves a systematic and continuous process of telling, listening and
understanding.” — Allen Louis
 “Communication is the process by which people attempt to share meaning

via the transmission of symbolic messages.” — Stoner and Wankel

 “Communication is the transfer of information from a
sender to a receiver, with the information being
understood by the receiver”. — Koontz and Weihrich
 “Communication is the art of developing and attaining
understanding between people. It is the process of
exchanging information and feelings between two or
more people and it is essential to effective
management.” — Terry and Franklin
 Nature of Communication

Two way process

Sender Message Receiver
On-going process (continuous process)
Goal- oriented
It must have some goal or objective to make the
communication effective.
Dynamic process
Communication changes according to the
participant’s background, education, learning,
moods as well as according to the situation.
 Communication Process
As there are four main aspects of
communication which are:
 A message which is to be communicated
 A sender who sends the message
 A receiver who receives the message
 Feedback from the receiver
So, the process of communication can be
shown as:-
 Idea:
Idea is the simplification and abstraction of reality, filtered
through individual’s mind.
every message whether oral or written begins with an idea.
 Sender:
The person who is sending the message is known as sender
or the source from where the process of communication
initiates.
 The sender may be an individual, a group or an
organization. The process of communication begins when an
idea occurs in his mind.
 The sender wants to send that idea to another person or
organization to achieve some objectives.
 Message:
Message is an idea transferred into words.
It occupies a central place in the communication process.
The idea, emotions, or opinions transmitted by the sender is
called message. The message can be expressed in different
ways depending on the subjects, purpose, audience, personal
style and cultural background of the sender

 Encoding:
The method by which a message is expressed in words is
called encoding. Message arises in the mind in the form of
an idea
The idea can be transmitted by the sender in the form of
words, symbols, pictures, etc. Thus, the transmission of
message in words or in any other way is called as
ENCODING.
 Medium/Channel:
 The methods and the means by which the message is transmitted to the
receiver by the sender is called medium/channel. For Ex:- Letter is a
medium and postal or courier service is a channel.
 If a message is communicated by telephone, then oral message is a medium
and telephone is a channel.
 Thus , there is a difference between a medium and a channel

 Receiver:
 The person who receives the message is called receiver. He may be
a person, a group or an organization. He is the destination of the message.
 In its absence, the communication process is incomplete.
 He may be a listener or a reader or a viewer of the message.
 He not only receives the message but also understand what is implied in it.
 Decoding:
 It is a mental process by which the receiver draws meaning,
from the words, symbols or the pictures of the message. Receiver does
decoding or understands it.
 That is the reason he is called Decoder also.
 If the receiver understands the meanings of the words or the symbols
correctly, then his decoding is perfect.

 Feedback:
It is the final link in the communication process.
 It is the receiver’s response n tells the sender how the receiver
has interpreted or understands it. Feedback tells the source how the
receiver has interpreted each message.
 The message, which conveys lack of understanding, is known as
negative message.
 Positive feedback, on the other hand indicates that the receiver has
understood the sources message
Pervasive
It is essential in all types of
organisations and at all levels of
management.
Mutual understanding
The purpose of communication is to
create mutual understanding. The
purpose behind communication is
that the sender and the receiver
may be able to reach a common
level of understanding.
 Types of Communication
There are two forms of communication. These are:-
Non-verbal
Communication:
Non-verbal means “without words”.
Thus, the communication without words is
called non-verbal communication.
It is done through gestures, body language,
posture, tone of voice or facial expressions.
It has mainly three elements:
1) Appearance
2) Body Language
3) Sounds
Verbal communication:
This is the form of communication in which the
message is transmitted verbally; the
communication is done by words of mouth or a
piece of writing.
Verbal communication is of two types:
1) Oral communication:
In oral communication the message is
transmitted in spoken form. It includes:
face-to-face conversation
Speech
telephonic conversation
video, radio, TV.
voice over internet
 Oral communication:

Advantages: Disadvantages:
Saves time Unfit for lengthy
Removes messages
misunderstanding Can’t be used to
Flexible discuss complex
Quickness in the problems
exchange of ideas Not feasible in the
Personal touch absence of
Effective source receiver/sender
Lack of written proof
2) Written Communication:

In this form of communication the

information is exchanged in the written
form.
It is the most common form of
communication being used in business.
It includes:
Letters, Reports, Hand books, Memos,
Manuals, Telegrams, Notes, Bulletins,
Emails, etc.
Advantages:
Accurate & precise
Permanent record
Quite emotional
Conveying complicated & long messages
Legal Validity
It can effectively use electronic
communication systems.
Disadvantages:
Not suitable for illiterate people
Time consuming process
Immediate feedback is not available
 Difference b/w Oral communication
and Written Communication
Written
Oral Communication Communication
Most oral Written
communication is
communication is
temporary.
Oral communication can
permanent.
There is no such pre-
be effective only when
the receiver has the condition for written
effective listening skills. communication.
It does not require the Requires the skills of
skills of efficient efficient reading.
reading.
It requires paper
It does not require
paper work. work.
 Difference b/w Oral communication
and Written Communication
Oral Communication Written Communication
It is conversational and It is formal.
informal. It has legal validity.
It has no legal validity.
It can effectively use
It does not involve the
electronic communication
use of electronic
communication systems. systems like computer,
It can’t be used to fax, e-mail & e-commerce.
It can be used to discuss
discuss complex
problems. complex problems.
The sender gets the quick There is no availability of
feedback. quick feedback.
 Importance of Communication
Effective business communication is the life blood of
every organization. It is key to the success and
promotion of the business. It helps to create good
reputation. So the importance of business communication
can be understood as follows:
 Life blood of a business organization:
Communication is as important to the organization as
blood is to the body. The success of all managerial
functions depends on effective communication. It is a
medium through which the goals of the organization can
be realised.
 Basis of Coordination:
The importance of effective communication is
increasing with the increasing scale of business. In
big industrial units the status of the organisation is
determined on the basis of specialisation and
division of work. All this is possible by effective
communication.
 Establishment of effective leadership:
To provide a successful leadership, a manager must
be competent in the art of effective communication.
A manager can be an effective leader by improving
upon his art of communication.
Basis of Planning:
Effective communication is the basis of business
planning. Planning for the growth of the business
requires extensive communication among the
executives and other employees of a business firm.
 Basis of Decision-making:
In the absence of effective communication, it is not
possible for the top management to take any decision.
To make any decision, it is very essential to collect
all sort of relevant information. The required
information can be collected only through the process
of communication.
 Development of Human Relation:
Communication helps a manager in developing
meaningful relationships, changing attitudes and
boosting morale. So, communication is a tool of
building and developing human relations.

CONCLUSION:
In short, effective communication plays an
important role in the progress and success of
every business. A successful businessman must
be able to clearly and concisely convey
information and ideas to the people.
Thank You