CBC

WELCOME TO

Lesson ON:
CONTEMPORARY
BUSINESS
COMMUNICATION

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 CONTEMPORARY BUSINESS
COMMUNICATION

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 Ground Rules…

 Mobiles silent or switch off!

 Ask questions anytime!

 Bring good mood!

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 Unit One
An Overview of
COMMUNICATION

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CONTENTS:

1.1. Meaning of Communication

1.2. Significance of Communication

1.3. Communication in Management

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 1.1 Concept of Communication

Introduction
What is communication?
•The word communication has been derived from the Latin word “communes” which
means “common.” thus, communication is the exchange of information between a sender
and a receiver.
According to this communication is the concept of transferring information and
exchanging messages, ideas and understanding between the people to achieve
common meaning.
Generally, communication means the act or process of giving or exchanging
information, signals, or messages as by talk, gestures, or writing.
Technically speaking, in the act of communication, we make opinions, feelings,
information, etc known or understood by others through speech, writing or bodily
movement.
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Definition of Communication
•The following definitions can help us to understand the meanings of communication from
different perspectives.
 “Communication is a two way process of exchanging idea or information between
human being.”
 Communication is the process of conveying messages (facts), ideas, attitudes and
opinions from one person to another person.
 communication as an exchange of facts, ideas, opinions or emotions by two or more
person.
 Communication is the process of people sharing opinion, ideas and feelings with each
other in commonly understandable ways.
 Communication is a process by which information is exchanged between individuals
through a common system of symbols, signs, or behavior.
 Definition of Communication..
To summarize, communication has been defined as:
A process of passing information and understanding
A two-way process of reaching mutual understanding
The act of making one’s ideas and opinions known to others.
The process of imparting ideas and making oneself understood by
others
The transmission and accurate replication of ideas ensured by
feedback for the purpose of eliciting actions.
A systematic and continuous process of telling, listening and
understanding.
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 The Communication Situation
Key Components of a Communication Situation

1. Participants (Sender & Receiver)

Who is involved in the communication?
Example: A teacher explaining a lesson to students.

2. Purpose (Goal of Communication)

Why is the communication happening?
Example: To inform, persuade, instruct, or entertain.

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3. Setting (Physical & Social Environment)
Where and under what conditions does the
interaction take place?
Example: A formal business meeting vs. a casual
chat at a café.

4. Message (Content & Form)

What is being communicated, and how? (Verbal,
written, nonverbal)
Example: A doctor using simple terms. Ex. The
doctor says "low iron “ to a patient instead of
saying "You have a hemoglobin deficiency.”
5. Channel (Medium of Communication)
How is the message transmitted? (Face-to-face, phone, email, video
call, etc.)
Example: A CEO announcing company changes via a video
message.

6. Feedback (Response & Interaction)

How does the receiver react or reply?
Example: A customer asking follow-up questions after a sales pitch.

7. Barriers (Noise & Interference)

What obstacles affect understanding? (Language differences,
distractions, emotions)
Example: Miscommunication due to technical issues in a virtual
meeting.
 How we communicate?
We communicate in several ways:
1. Written communications—like:- letters, memos, reports, e-mail, faxes
2. Oral communications—like:- one-on-one meetings, phone conversations, speeches, video
conferencing, group meetings
3. Nonverbal communications—like:- Body language (eye contact, facial expressions ),
physical appearance etc.
•Some of the silent messages people convey through nonverbal communication consist of:
a) Eye contact—indifference, wandering

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b. Facial expressions: smile (agreement), frowns (disagreement, surprise
Body language: folded arms (closed to suggestions); sitting upright (confidence, pride)
c. Tone and volume of voice: emotions conveyed through pitch like serious, funny,
respectful, empathy, inspiration, angry, arrogant , professional etc.

d, Physical appearance: clean, well dressed etc…

 Why we communicate?
People communicate for different reasons.
Those include:
 To inform (E.g., to provide information on a new product
line)
 To request (E.g.:- request information on a product)
 To persuade E.g.:- (convince someone to buy a product,
deal with an organization)
 To build goodwill (E.g.:- congratulations, thank you)
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 There are at least three general types
of communication goals:

1) Self Presentation Goals (who we are and how we want

to be perceived),
2) Relational Goals (how we develop, maintain, and
terminate relationships),
3) Instrumental Goals (how we manipulate others, gain
compliance, manage interpersonal conflict, use and
recognize interpersonal influence strategies (commitment,
liking, social proof, authority, and scarcity etc.)
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 COMMUNICATION STYLES
Communication can be categorized based on whether it involves
feedback or just a one-sided flow of information.

1. One-Way Communication

Definition: Information flows in only one direction (sender →

receiver) without feedback.

Characteristics:
• Fast and efficient for mass messaging.
• No immediate interaction or clarification.
• Receiver’s understanding is not verified.
Examples:
• Lectures, speeches, TV/radio broadcasts.
• Emails or memos (if no reply is expected).
• Public announcements (e.g., traffic signs).
2. Two-Way Communication

Definition: A dynamic exchange where both sender and

receiver participate, allowing feedback and discussion.

Characteristics:
• More interactive and engaging.
• Ensures mutual understanding.
• Slower but more accurate and relationship-building.

Examples:
• Face-to-face conversations, phone calls.
• Meetings, debates, Q&A sessions.
• Chat messages (if both parties respond).
 Levels of Communication
These levels are often categorized based on depth, intimacy, and
context.
a. Intrapersonal Communication
 Communication with yourself (thoughts, self-reflection, inner
dialogue).

 Forms the foundation for how you communicate with others.

Example: Planning your day, journaling, or building self-

confidence through positive affirmations.

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b. Interpersonal Communication

 One-on-one or small-group exchanges, often informal and

personal.

 Builds relationships, resolves conflicts, and fosters

collaboration.

Subtypes:
• Dyadic: Between two people (e.g., a conversation with a
friend).
• Small-group: Among 3-12 people (e.g., team meetings,
family discussions).

Example: A heart-to-heart talk with a partner or a debate among

coworkers.
c. Organizational Communication
 Communication within a structured group (businesses, schools, NGOs).
 Ensures efficiency, culture-building, and alignment in work places.

Subtypes:
• Formal: Official channels (e.g., memos, reports, corporate announcements).
• Informal: Casual exchanges (e.g., water cooler chats, office gossip).

Example: A manager giving feedback to an employee.

d. Intercultural Communication

 Interactions between people from different cultural/national backgrounds.

 Reduces misunderstandings in our globalized world; promotes inclusivity.

Example: A U.S. executive negotiating with a Japanese business partner.

e. Public Communication

 One-to-many communication where a speaker addresses a large audience.

 Influences, educates, or persuades groups (used in leadership, marketing, and

advocacy).

Example: Speeches, lectures.

f. Mass Communication

 Reaching a vast, dispersed audience via media (TV, radio, social media,
newspapers).

 Shapes public opinion, spreads information (or misinformation), and drives

culture.

Example: News broadcasts, viral tweets, or advertising campaigns.

 Basics for Communicating Effectively
The following are basics for communicating effectively:
Determine the purpose of your communication: Why is the
communication necessary?
Identify the audience: Who is the receiver of the
communication?
Consider what the audience needs to hear.
Develop a clear, concise, correct, and logical message.
Maintain a positive attitude. (Attitude in writing can be
reflected in the word choice).
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 To give information to others and to gain information
from them, ask yourself the following questions.
What? Decide what to communicate.
When? Decide when to communicate.
Why? Decide why you are communicating.
Fit the communication- Make it relevant to your audience.
How? There are lots of ways to communicate.
Review, Review the effectiveness of each method from
time to time,

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CHARACTERISTICS OF COMMUNICATION
a) Communication is a process.
b)Communication is symbolic- gestures, sounds, letters,
numbers, and words represent an idea meant to
communicate.
c) Communication is the meaning may vary depending on
contexts
d)Communication is purposive- it is done to share meaning,
e)Communication is two way process.
f)Communication involves people.
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 What is a business communication?
Business communication is the process by which people seek to
share meaning (business information/idea) via the transmission of
symbolic message.
This definition contains the following points.
It involves people trying to understand how people relate to each
other
It involves shared meaning, people’s agreement on some terms
(ideas)
Involves symbols, which can be gestures, sounds, words, letters,

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 The objectives of business communication
i. To inform:

For internal organization to be informed about the organizational goals,

objectives, procedures, processes, systems plans, priorities and strategies.
For the external communication with customers, prospects, competitors,
suppliers and the public, about products and services, plans, happenings,
events and achievements.

ii. To educate:
to disseminate knowledge and develop skills and attitudes among the people
working in the organization.
There is also a need to familiarize them with the systems, procedures and
processes.
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 iii. To train:
Business organizations need to train people to achieve
proficiency in specific skills.
They have to provide working knowledge and attitudinal
inputs through training programs to employees at various
hierarchical levels.
Training sessions involve teaching instruction,
demonstration, practice and discussion. The process of
communication is integral to each of these.
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 iv. To motivate:
people in any business organization have to be motivated to pursue goals and
achieve higher levels of performance, high levels of morale and motivation are
a must to ensure high levels of productivity and efficiency on a sustainable basis.

v. To integrate:
 A large business organization has different business units, departments and
territorial divisions.
Communication provides the means for an integrated approach in pursuing
organizational goals.
Effective communication is vital to ensure that people working in different
functional and geographical areas are integrated.
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 vi. To promote:
Promotion gives awareness about the product to the customers,

resulting in the purchase of the product and service.

For this they have to organize promotional measures effectively, which seek to
inform, educate, persuade and actualize the clients/markets.

vii. To Facilitate:
effective communication is to facilitate organizational activities.
 Like organizational decision making: decision making is spread across all the
functional areas, personnel, marketing, accounting, production, and
maintenance.
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 1.2. Significance of Communication

Effective communication can be contributed for the organization

on the following manner:-
Develops an attitude that promotes the coordination of
performance and job satisfaction.
To perform and operate any personal and organization activities.
Provide valuable information for on organization and employees.
Effective communication promotes the spirits of understanding and
cooperation.
Support a business organization to be competitive.

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 To evaluate or collect information such as performance
evaluation record, quality control reports, budget
performance reports.
 To instruct workers by means of instructional manuals,
oral directions
 Clear up problems- eliminate or reduce
misunderstanding in the organization and overcome
grievance.
 Served to persuade information for the other party or
organization
 Communication facilitates customer relation, labor
relation, marketing process, public relation, sales,
teaching, researches, promotion etc…
 1.3 Communication in Management..
Communications can also be said to fulfill the following functions in
an organization.
Instructive Function
Influence Function
Integration Function
Informing Function
Evaluation Function
Directing Function
Teaching Function
Image Plan Function
Interview Function
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 Effective communication in Management..
 Following points need interaction with employees for successful
running of an organization

Organizations policy and future plans

Achievement of higher productivity
Industrial safety, health and welfare measures
Personal growth prospects
Smooth Working of a Business Firm
Basis of Managerial Function
Maximum Production and Minimum Cost
Prompt Decision and its Implementation
Building Human Relations
Job Satisfaction and Good Morale
Contacts with external Parties.
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The End

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