UNIT - 1

Nature of Communication:
Communication has the following features:
1. Two-way process:
Communication is a two-way process of understanding between two or more persons –
sender and receiver. A person cannot communicate with himself.

2. Continuous process:
Exchange of ideas and opinion amongst people is an ongoing process in business and non-
business organisations. Continuous interaction promotes understanding and exchange of
information relevant for decision-making.

3. Dynamic process:
Communication between sender and receiver takes different forms and medium depending
upon their moods and behaviour. It is, thus, a dynamic process that keeps changing in
different situations.

4. Pervasive:
Communication is a pervasive activity. It takes place at all levels (top, middle, low) in all
functional areas (production, finance, and personnel, sales) of a business organisation.

5. Two people:
A minimum of two persons — sender and receiver — must be present for communication to
take place. It may be between superiors, subordinates and peer group, intra or inter se.

6. Exchange:
Communication involves exchange of ideas and opinions. People interact and develop
understanding for each other.

7. Means of unifying organisational activities:

Communication unifies internal organisational environment with its external environment.
It also integrates the human and physical resources and converts them into organisational
output.

8. Verbal and non-verbal:

Though words are active carriers of information, gestures can sometimes be more powerful
than words. Facial expressions, sounds, signs and symbols are the non-verbal forms of
communication.

9. Mutual understanding:
Communication is effective when sender and receiver develop mutual understanding of the
subject. Messages conveyed should be understood by the receiver in the desired sense.

10. Goal-oriented:
Communication is goal-oriented. Unless the receiver and sender know the purpose they
intend to achieve through communication, it has little practical utility.

11. Foundation of management:

Though communication is a directing function, it is important for other managerial functions
also. Designing plans and organisation structures, motivating people to accomplish goals and
controlling organisational activities; all require communication amongst managers at
various levels.

12. A means, not an end:

Communication is not an end. Effective communication is a means towards achieving the
end, that is, goal accomplishment. It smoothens managerial operations by facilitating
planning, organising, staffing, directing and controlling functions.

13. Human activity:

Since communication makes accomplishment of organisational goals possible, it is essential
that people understand and like each other. If people do not understand each other’s’
viewpoint, there cannot be effective communication.

14. Inter-disciplinary:
Communication is the art of how communicators use knowledge of different fields of study
like anthropology, psychology and sociology. Making best use of these disciplines makes
communication effective. It is, thus, an inter-disciplinary area of management.

Communication Process

1) Sender: - Who has something to communicate with others which can be an idea,
information, fact, or anything else.
2) Encoder: - The sender encodes the message by selecting the language in which the
receiver can correctly understand. The medium of expression can be speaking, writing,
eye contact, facial expression, gesture, posture etc.
3) Message: - The message is developed by the communicator using the right set of words
and language. The message is the main element of the entire communication process.
 4) Channel: - The channel implies the carrier of the message which can be face to face
communication, telephonic communication, video calling, email, letter, sms, facial
expressions, body language, tone of voice etc.
5) Receiver: - The receiver is the person to whom the message is directed. That is to whom
the communicator or sender wants to communicate. It is very important for the sender
to understand the receivers decoding abilities, interpretation, and capacity for an
effective communication.
6) Decoding: - It involves interpretation of the message by the receiver after decoding the
message the receiver will revert back to the sender in the form of feedback.
7) Feedback: - It is very essential part of the entire communication process as it indicates
that there is no distortion of the message for this purpose the receiver looks for the
channel.
8) Channel: - In the same way as sender communicated to the receiver the communication
can be regarded as effective when the message is received and interpreted in the same
sense that the sender intended to convey. An effective communication is always
receiver oriented. The communicator should make sure that the receiver interpreted the
message accurately and properly.

8 Factors Influencing the Business Communication are;

1. Cultural Diversity

When people from different cultural backgrounds communicate the chance of

misunderstanding and wrong interpretation of the message is higher. Large corporations
and MNC’s usually have a culturally diverse workforce.

Also, they deal with many nationalities. Misunderstanding of messages can lead to a very
troubling situation for a company. Companies can take some measures to avoid this
problem.

2. Misunderstanding of Message

Communication in business also fails when people assign different meanings to the same
word. Such a misunderstanding happens when technical words or jargons are used.
Moreover, people may intentionally misinterpret the inner meaning of words.

Misunderstanding of the message is a common thing in communication but it could create a

problem for the company. So, messages must be prepared properly and there should be a
feedback system.

3. Emotional Difference

Emotions and feelings of the parties involved in communication significantly affect the
meaning of communication. For example, physicians are usually less emotional to the patient
than those of the relatives of the patients.
4. Past Experiences

The experience of previous communication strongly determines the effectiveness of further

communication between the same sender and receiver. If either of the parties has a bitter
experience, further communication between them is likely to be ineffective.

5. Educational and Intellectual Difference

The difference in the informal educational and intellectual level of the sender and receiver
also influences the meaning of communication.

If they have similar educational qualifications, communication will be effective. Because they
are likely to hold similar perceptions, understanding, feeling, thinking, view, etc.

6. Group Affiliations

Differences in group-affiliation also affect communication in business. If sender and receiver

belong to different formal or informal groups, communication between.

They may become less effective.

For example, communication between trade union leaders and managers may fail simply
because of their hostile attitude to each other.

Similarly, informal group relationships based on religion, gender, and region, age, etc. can
affect business communication.

7. Positional Differences among the Personnel

If the sender and receiver hold different positions in the hierarchy, communication between
them may fail. Sometimes we see that for the purpose of maintaining the formality it the
organization, some people go too far.

For example, superiors usually pay less attention to any message from their
subordinates. Also, subordinates try to avoid any instruction from the superiors to avoid the
workload and responsibilities.

8. Functional Relationship between Sender and Receiver

The functional relationship between the sender and receiver significantly affects
the meaning of communication in business. If the sender and receiver belong to different
functional departments or areas, the receiver may not understand the sender’s message.

For example, the finance manager may not clearly understand the message of the product
design manager; quality control manager may not understand the message of accountants.
Business communication is the expression, channelling, receiving and interchanging of ideas
in commerce and industry. In many ways, the meaning of business communication can be an
influence. This influence can be positive or negative.

The Broad Categories of Communication

On the basis of the communication channels, types of communications are:

A. Verbal

B. Non-Verbal

C. Visual
Verbal
This involves the use of language and words for the purpose of passing on the intended message. In
general terms, Verbal Communication means communication in the form of spoken words only. But, in
the context of types of communication, verbal communication can be in the spoken or the written form.
Thus, the verbal form may be oral or written as discussed below.

 Written Communication: This kind of communication involves any kind of exchange of

information in the written form. For example, e-mails, texts, letters, reports, SMS, posts on social
media platforms, documents, handbooks, posters, flyers, etc.

 Oral Communication: This is the communication which employs the spoken word, either direct
or indirect as a communication channel. This verbal communication could be made on a channel
that passes information in only one form i.e. sound.
You could converse either face to face, or over the phone, or via voice notes or chat rooms, etc.
It all comes under the oral communication. This form of communication is an effective form.
Non-Verbal Communication
In this type of communication, messages are relayed without the transmission of words. The messages
here are wordless messages. This form of communication mainly aides verbal communication. It
supplements it with gestures, body language, symbols, and expressions.

Through these, one may communicate one’s mood, or opinion or even show a reaction to the messages
that are relaying. One’s non-verbal actions often set the tone for the dialogue. You can control and guide
the communication if you control and guide the non-verbal communication. Some of the modes of non-
verbal communication are:

Physical Non-verbal Communication

This is the sum total of the physically observable. For instance, hand gestures, body language, facial
expressions, the tone of one’s voice, posture, stance, touch, gaze, and others. Several researchers have
revealed that physical nonverbal communication constitutes about 55% of our daily communications.

These are subtle signals that are picked up as part of our biological wiring. For example, if you rest your
head on your palms, it will mean that you are very disappointed or angry. Similarly, other subtle hints
will convey your reaction to the presenter or your audience’s reaction to you.
Paralanguage

This is the art of reading between the lines. The main kind of such communication is done with the tone
of one’s voice. This kind of communication amounts to almost 38% of all the communication that we do
every day. Along with the tone of voice, the style of speaking, voice quality, stress, emotions, or
intonation serves the purpose of communication. And, these aspects are not verbal.

Aesthetic Communication

Art is an important means of communication. Through the paintings or other forms of art, an artist can
covey the strongest messages. Several times in the history of the world, art has been used as an effective
form of nonverbal communication.

Appearance

The first impression sets the tone. People will react to your appearance and this is a fact of life. Your
clothes, the color of the fabrics, etc. all determine the reaction of your audience.

Visual Communication
This is communication through visual aids like drawings, placards, presentations, and illustrations, etc.

Formal & Informal Communication

Apart from the above types, we have formal & informal types of communication. Formal communication
is of following types:

 Vertical: The information or data flows up and down the organizational structure.

 Horizontal: This is the communication between two similar levels of the organization.

 Diagonal: This is the communication across the cross-functional levels of employees from
various departments of the organization.
The other form is the informal or casual communication which is the general communication between
random people of the organizations.

Importance of Communication
Business owners like you should focus on communication when running the operations side of your
company. After all, selling and delivering products or services without excellent communication can
be a huge problem. Regardless of how it’s done, below are numerous reasons why you have to
emphasize it at work:

1. Builds a good team

Having team leaders who are good communicators can encourage employees to achieve your common
goals. With open communication both oral and written, workers in a team know their responsibilities
and when to ask for help for anything. Moreover, communicating professionally and respectfully can
develop a robust positive atmosphere at work. When the team starts to get to know one another, they
can build positive team morale which is good for the company’s productivity.
If you don’t want your company to suffer from a lack of communication, there are prestigious schools
like USC that offers courses on improving communication skills and abilities.
2. Encourages feedback
With effective communication, people in the workplace feel more confident at talking with each
other, giving them the opportunity to express their ideas about the operations to the management. You
should remember that feedback is crucial in communication. It can be a two-way process where the
top management provides feedback to the employees about their work performance, and the
employees also feel good at giving feedback with regards to how well the company’s policies are
performing. You also need to keep in mind that communication to be effective should always work
both ways.

3. Boost customer relationships

Your business won’t succeed without customers and communicating with them effectively is also one
of the essential ways to create customer loyalty in business. Whether you sell or deliver products
and services, you have to listen and understand the needs of your customers and provide them with
excellent customer service by answering their questions. When communicating with them, it’s
essential to be attentive, polite, and quick.
4. Encourages feedback
With excellent communication, people in the workplace feel more confident at talking with each
other, giving them the opportunity to express their ideas about the operations to management. You
should remember that feedback is crucial in communication. It can be a two-way process where the
top management provides feedback to the employees about their work performance, and the
employees also feel good at giving feedback with regards to how well the company’s policies are
performing. You also need to keep in mind that communication to be effective should always work
both ways.

5. Helps enforce rules

Every company has a set of policies and regulations that should be followed for the entire
organization to succeed. Whether it’s a specific process to perform a task or the consequences for
underperformance, you should always make all these things clear to your workers and you need to
develop strong communication skills to do that. This format of communication is more than just
writing a company manual and send it to your employees. It’s more on communicating the
expectations and policies of the business at all times and revisiting how these policies affect your
employees regularly.

Types of Communication Networks in Organizations

Types of Communication Networks in Organizations is shown below

Chain Network

In chain network, communication travels up and down through the hierarchy. Each person

communicates with only the person directly above or below in terms of reporting relationships. The

chain network rigidly follows the formal chain of command.

Y Network Communication

Y Network

In the Y network, the flow of communication resembles an upside down Y; information flows upward

and downward through the hierarchy, widening to encompass the number of employees reporting to a

supervisor.

Wheel Network

In a wheel network, information flows to and from a single person. Employees in the group

communicate primarily with that person rather than with each other. Such a communication network

is a fast means of getting information to employees, since the person at the hub of the wheel can do so

directly and efficiently. The wheel network relies on the leader to act as the central conduit (channel)

for the entire group's communication.

The chain network, the Y network and the wheel network are fairly centralized in that most messages

must flow through a pivotal (essential, crucial) person in the network. In the wheel network, the most

centralized, all messages must flow through the individual at the centre of the wheel. In the chain

network, some members can communicate with more than one member of the network, but the
individual in the centre of the chain still tends to emerge as the controller of the messages. In the Y

network, the member at the fork of the "Y" usually becomes the central person in the network.

Circle Network

In a circle network, employees communicate only with adjoining members of the organization. The

circle network is analogous to a group working in a physical arrangement such that workers can

communicate with their immediate neighbour but not with others in the group.
Barriers to Communication by Category

 Language Barriers Clearly, language and linguistic ability may act as a

barrier to communication. However, even when communicating in the
same language, the terminology used in a message may act as a barrier if
it is not fully understood by the receiver(s). For example, a message that
includes a lot of specialist jargon and abbreviations will not be understood
by a receiver who is not familiar with the terminology used. As nurses, we
are especially prone to making this mistake. We must remember to use
language that can be understood by the receiver.

 Psychological Barriers The psychological state of the receiver will

influence how the message is received. For example, if someone has
personal worries and is stressed, they may be preoccupied by personal
concerns and not as receptive to the message as if they were not
stressed. Stress management is an important personal skill that affects
our interpersonal relationships. Anger is another example of a
psychological barrier to communication. When we are angry it is easy to
say things that we may later regret and also to misinterpret what others
are saying. More generally, people with low self-esteem may be less
assertive and therefore may not feel comfortable communicating - they
may feel shy about saying how they really feel, or read negative sub-texts
into messages they hear.

 Physiological Barriers Physiological barriers may result from the

receiver’s physical state. For example, a receiver with reduced hearing
may not grasp the entirety of a spoken conversation, especially if there is
significant background noise.

 Physical Barriers An example of a physical barrier to communication is

geographic distance between the sender and receiver(s). Communication
is generally easier over shorter distances as more communication
channels are available and less technology is required. Although modern
technology often serves to reduce the impact of physical barriers, the
advantages and disadvantages of each communication channel should be
understood so that an appropriate channel can be used to overcome the
physical barriers.

 Attitudinal Barriers Attitudinal barriers are behaviors or perceptions that

prevent people from communicating effectively. Attitudinal barriers to
communication may result from personality conflicts, poor management,
 resistance to change, or a lack of motivation. Effective receivers of
messages should attempt to overcome their own attitudinal barriers to
facilitate effective communication.

Overcoming Barriers
Most of the above mentioned barriers can be overcome by the skilled
communicator. Obviously, bridging gaps in geography and communicating
through disabilities are a topic for a different discussion. Below, we will look at
some tools that can be used to bridge barriers in everyday communications.

 Active Listening Active listening is a skill that can be acquired and

developed with practice. However, this skill can be difficult to master and
will, therefore, take time and patience. 'Active listening' means, as its
name suggests, actively listening. That is fully concentrating on what is
being said rather than just ‘hearing’ the message of the speaker. Active
listening involves listening with all senses. As well as giving full attention
to the speaker, it is important that the ‘active listener’ is also ‘seen’ to be
listening - otherwise the speaker may conclude that what they are talking
about is uninteresting to the listener. By providing this 'feedback' the
person speaking will usually feel more at ease and therefore communicate
more easily, openly and honestly. There are both verbal and non-verbal
cues that convey active listening. Non-verbal signs include smiling (if
appropriate), making eye contact, nodding at appropriate times, and
avoiding distractions. Theses non-verbal cues convey the message that
you are interested in what the speaker has to say, and that your attention
is fully invested. Offering verbal signs of active listening can also be
useful. Reflecting on something the speaker has said by asking a clarifying
question is a terrific way to do this. Paraphrasing involves finding slightly
different words to repeat the main idea of the speaker, and is also great
way to show active listening.

 Use Simple Language It’s important to remember the audience that

you’re speaking to, and use language that can be easily understood. Avoid
using medical terminology or jargon when speaking to clients and their
families. People are often intimidated by such language, and can be afraid
to admit that they don’t understand the message being delivered. An
important tool to use when speaking is to pause occasionally and ask
questions to ensure that your message is being understood as intended.
You may also allow the listener to ask questions to clarify any points.

 Give Constructive Feedback Remember that feedback was part of the

communication chain we looked at on the first page. While the feedback
that you give the speaker/sender may occasionally be negative, it is
important that it be constructive in nature. The intent of the feedback
should be to further the abilities of the speaker. This will strengthen the
interpersonal relationship, and enhance future communications.
 UNIT-2

COMMUNICATION SKILLS

Listening skill

Process of listening

1. HEARING - it refers to the response caused by sound waves

stimulating the sensory receptors of the ear; it is physical response;
hearing is perception of sound waves; you must hear to listen, but
you need not listen to hear (perception necessary for listening
depends on attention
2. ATTENTION- brain screens stimuli and permits only a select few to
come into focus- these selective perception is known as attention,
an important requirement for effective listening; strong stimuli like
bright lights, sudden noise…are attention getters; attention to more
commonplace or less striking stimuli requires special
effort; postural adjustments are aided by physical changes in
sensory receptor organs; receptor adjustments might include
tensing of the ear´s tympanic muscle for better response to weak
sounds
3. UNDERSTANDING- to understand symbols we have seen and heard,
we must analyse the meaning of the stimuli we have perceived;
symbolic stimuli are not only words but also sounds like applause…
and sights like blue uniform…that have symbolic meanings as well;
the meanings attached to these symbols are a function of our past
associations and of the context in which the symbols occur; for
successful interpersonal communication, the listener must
understand the intended meaning and the context assumed by the
sender.
4. REMEMBERING- it is important listening process because it means
that an individual has not only received and interpreted a message
but has also added it to the mind’s storage bank; but just as our
attention is selective, so too is our memory- what is remembered
may be quite different from what was originally seen or heard.
5. EVALUATING- it is a stage in which active listeners participate; it is
at these point that the active listener weighs evidence, sorts fact
from opinion, and determines the presence or absence of bias or
prejudice in a message; the effective listener makes sure that he or
she doesn’t begin this activity too soon ; beginning this stage of the
process before a message is completed requires that we no longer
hear and attend to the incoming message-as a result, the listening
process ceases
6. RESPONDING- this stage requires that the receiver complete the
process through verbal and/or nonverbal feedback; because the
speaker has no other way to determine if a message has been
received, this stage becomes the only overt means by which the
sender may determine the degree of success in transmitting the
message.
Excessive Talking

Good conversational skills are an asset, and a person with these skills are more likely to
achieve professional success. However, talking more than necessary is a barrier to effective
communication. People hesitate to interact with a person who talks excessively without
listening to them. They may also get bored, and excessive talking may be perceived as
aggression.

Try these tips to overcome this habit:

 Think before you speak, and don’t speak if you have nothing important to contribute.
 Practice self-control. Allow the other person to speak.
 Avoid interrupting when the other person is speaking.
 Be aware of indulging in useless talk for the sake of talking.
 Be brief while conveying your thoughts.
 Observe your listener’s reactions while speaking.
Prejudice is a preconceived opinion of feeling, which is usually irrational. Prejudice is very
dangerous and has the potential to bring animosity into the team and to break team spirit.
The reason for a prejudice may be the speaker’s race, religion, age or appearance. A
prejudiced person will not make any effort to listen and understand.

Overcoming prejudice while listening:

 Respect the other person for his or her knowledge and skills, irrespective of the
person’s background.
 Make conscious efforts to take charge of your thoughts.
 Consciously avoid taking an “I know what he or she is going to say” attitude while the
other person is speaking.
Distractions

The four main types of distractions are physical, mental, auditory and visual. Here’s how to
avoid this common barrier:

 Face the person who is speaking.

 Maintain eye contact while the other person is speaking.
 Ensure that you are comfortable.
 Switch off the cell phone.
Expecting Others to Share Your Personal Beliefs and Values

Everybody has their own personal beliefs and value systems, and it’s natural to want to apply
them to others around us. Learn to appreciate that others don’t have to share your beliefs. In
fact, their unique perspectives may shine light on problems and issues that you haven’t been
able to deal with before!
Misunderstanding

The inability to hear correctly is one of the many reasons for misunderstanding what a
speaker is trying to communicate. You may think that it’s impolite to ask the speaker to
clarify his words or intentions, but that’s not the case at all. Most people will appreciate the
fact that you are making a focused effort to really understand what they are trying to say.

Interrupting

Interrupting a conversation with improper body language or inappropriate words will have a
negative impact in effective communication. Here’s some tips to help you avoid this barrier
to effective listening:

 Listen without interrupting while the other person is speaking.

 If you seek to clarify something, use appropriate body language such as raising your
hand or ask politely for more details (like “I am sorry to interrupt you…”).
Faking Attention

The person who is faking attention is just “hearing” but not “listening.” There may be some
eye contact and the person may even be nodding, but the mind is elsewhere. The person
may be thinking about what to have for lunch or what to wear for the party that evening.
Faking attention is a habit for some people, but it conveys lack of respect and dishonesty.

Try these tips:

 Make it a habit to listen attentively. It is advisable to assume that the other person
knows something that you may not know.
 Avoid thinking about how to reply when the other person is speaking.
 This habit can be overcome by taking notes while the other person is speaking.
Bringing in Emotions

Emotions erect barriers to effective communication. A listener's senses are not likely to be
functioning at their optimum level when he or she is angry. Likewise, it is not possible to
understand or appreciate what the speaker is saying if the listener is excessively sad.

Tip: It is better to avoid conversations when you are angry or excessively sad.

Noise

Noise is any unwanted sound. It is a great impediment to clear communication. It is

impossible to listen in a noisy environment – it becomes a frustrating experience for both the
speaker and the listener.
  Try to avoid conversations in noisy surroundings.
 Eliminate the source of noise whenever possible. Turn off cell phones, radios and
television sets.
Fear

Fear is a great barrier to listening. People who are afraid during a conversation are not likely
to listen. They become defensive and tend to argue.

Tips to overcome fear:

 Be aware that fear can only worsen the situation. Listen to what the other person is
about to say without fear.
 Keeping calm will give you mental strength to face any situation.
 Taking a deep breath helps in overcoming fear.
Great leaders are good listeners. Effective listening is a valuable skill that helps team
members achieve their goals efficiently and improves productivity. This skill is necessary to
stay competitive in the current global scenario. Implementing the above mentioned tips will
definitely help in improving listening skills. It is possible with self-examination and self-
discipline.