BUSINESS COMMUNICATION

IN THE HOSPITALITY
INDUSTRY

OBJECTIVES
At the end of the lesson, youll be able to
improve your communication skills through
achieving a better understanding of:
The role of communication in human society

The nature of communication in human society

The process of communication in human society
The importance of feedback in communication
Barriers to effective communication
Types of Communication

Communication
is a complex process often involving reading,
writing, speaking and listening. It may be
verbal and non-verbal (or a mixture of both),
and it uses a variety of media (language,
mass media, digital technology, etc.). Broadly
speaking, communication is a transfer and
reconstruction
of
information.
More
specifically, we may define communication
as the transmission and reception of ideas,
feelings and attitudes verbal and nonverbal that produce a response.

NATURE AND IMPORTANCE OF

COMMUNICATION
Communication can be pervaded in every area of human
existence. By simply crying and moping fully newborn
babies convey what is this great about their appearance
in this world. By means of creating your seem these
people probably express his or her anticipation with
regard to mothers appreciate as well as love.
Communication represents the important role inside
personal existence, family members existence, cultural
existence, company existence and many others.
Development
Communication
with
relationships,
cultures, civilizations and many others the two inside
micro as well as macro amount are determined by
successful effective communication.

Related to human activity

A social process
A two-way process
A continuous, dynamic process
Universal
Uses language as a primary tool
7. May be oral, written or non-verbal
1.
2.
3.
4.
5.
6.

BUSINESS COMMUNICATION
the sharing of information between
people within and outside the
organization that is performed for
the commercial benefit of the
organization. It can also be defined
as relaying of information within
abusinessby its people.

The Communication Process

Communication process consists of
some interrelated steps or parts
through which messages are sent
form sender to receiver. The process
of communication begins when the
sender wants to transmit a fact,
idea, opinion or other information to
the receiver and ends with receivers
feedback to the sender.

The Components of
Communication Process

Elements of the
Communication Process
1.

Sender: Sender is the person or party who sends the

message or idea to the receiver. Sender is the source of
any communication and communication takes place
based on him. in our example, Unilever Bangladesh Ltd. is
the sender.

2.

Encoding: Encoding means the process of putting

thought into symbolic form which can be understood by
another person to whom the sender wants to
communicate the idea. In other words, encoding means
converting the idea into an understandable message.
Example: Unilever advertising agency assembles words
and illustrations into an advertisement that will convey
the intended message.

3. Message:

Message is the set of symbols that the sender

transmits to the receiver through the media or channel. We
exchange messages in oral, written and symbolic form. In our
example, message is the actual advertisement of Lux given by
Unilever.
4. Media: Media refers to the specific communication channel
through which the message moves from sender to receiver. It
bridges the gap between the sender and the receiver. We use
different types of media for transmitting messages like letter,
newspapers, radio, TV, telephone, fax, e-mail etc. in our
example; media means television and specific television
program that Unilever selects.
5. Decoding: Decoding is the process by which the receiver
assigns meaning to the symbols encoded by the sender.
According toBoveeand Others, Decoding is the process of
interpreting a message to arrive at the senders meaning.
Communication will be more effective if decoding matches
clearly with encoding. In our example, the consumer watched
the advertisement of Lux and interprets the words and
illustrations it contains.

9.

Receiver: Receiver is the person or party who

receives the message sent by the other party
(sender). In our example, receiver is the
audience who watches the advertisement of Lux
soap.

10.Response: Response is the reaction of the

receiver after being exposed to the message. it
is the action or reaction of the receiver after
getting the message. The response may be
immediate or deferred, favorable or unfavorable.
In our example, the responses of advertisement
of Lux may be, consumer likes Lux better, likely
to purchase Lux soap next time etc.

11.Feedback:

The observation of the receivers response is

called feedback. In other words, the part of the receivers
response communicated back to the sender is called
feedback. Actually, it is the amount of response of the
receiver that reaches to the senders. In our example, the
feedback may be that consumers praise or criticize Unilever
advertising its products. Feedback is extremely important for
making two-way communication effective. It enables the
sender to evaluate the effectiveness of the message.

12. Noise: The last element of Business Communication Process

is noise. Noise is the unplanned static or distortion during the
communication process that results in the receivers getting a
different message than the sender sends. It is the disturbance
occurred in the process of transferring the information. Noise
may occur in any of the steps in the communication process.
In our example, the audience or consumer may have poor TV
reception or may be distracted by family members while
watching the advertisement.

Barriers to
Communication

Lack of knowledge
2.
Lack of interest or attention
3.
Lack in communication skills (language use,
analytical thinking)
4.
Lack of charm, self-confidence, sensitivity,
perceptiveness, objectiveness and patience; tense,
uneasy personality, inflexibility
5.
Bias, prejudice, or preconceived ideas
6.
Distractions
7.
Competition for attention
8.
Differences in perception
9.
Attitudes Lack of motivation
10. Physical/mental handicaps
11. Stress
1.

2 Broad Categories on
Barriers
Distortion

- resulting from inadequate use of language

(incorrect grammar, syntax, overuse of technical/obscure
words, ambiguity, etc.) and other communication skills
(analytical approach to/understanding of decoders and the
context/ environment within which communication is taking
place, choice of appropriate medium and channel of
communication).
Noise, or interference:
Physical noise actual noise that may drown the communication o

Technical noise a failure in the channel of communication

(breakdown of technology/equipment, etc.)
Social noise personality differences due to upbringing; difference
in perceptions/mentality due to diverse cultural, religious, educational,
etc. backgrounds, bias due to age, sex, social class, status, etc.
Psychological noise excessive/uncontrolled emotions (anger,
fear, etc.), prejudice, stress, nervous tension, etc

Effective Communication
We communicate with other people
around us from the day we are born
until death. Most of our
communication, however, will be
ineffective if we do not understand
the processes involved and acquire
special communication skills in order
to enhance our effectiveness.

What is effective
communication?
Human communication is effective, if:
The input (a sum of information or experiences
built up in the encoders mind) is translated into
an encoded message in such a way that the
output (encoded message sent) most accurately
represents the input (1:1 output-input ratio),
The encoded message is easily decoded, or
translated by the decoder, and
An adequate (= desired, predictable,
calculated) feedback (response to the encoded
message) is sent back and duly received.

Prerequisites for effective

communication:
1.

Knowledge of:
. subject matter
. decoder(s)
. environment
. human psychology

2. Communication Skills. Skill means

practiced ability, expertness. If you are good
at something whatever this activity may be because you approach it intelligently, have
mastered and habitually employ the
techniques, then you have a skill, i.e. driving,
swimming, or typing Communication skills
means intelligent and practiced ways of
sending and receiving messages talking and
writing, listening and reading. This involves an
understanding of how the process works, and
sensitivity to variable factors, as well as
mastery of the techniques.

Language skills: oral (i.e., clear

pronunciation, suitable vocabulary, correct
grammar/syntax, fluency, expressive
delivery), written (correct spelling, suitable
vocabulary, correct grammar/syntax, good
writing or typing, suitable style, etc.), and
visual/non-verbal (understanding of/control
over body language)
Analytical thinking: ability to extract
and prioritize information; ability to choose
the appropriate medium & channel of
communication; ability to analyze the
reactions of the decoder(s), etc.

3. Personality traits, such as charm, self-confidence,

relaxed, easy-going and friendly manner, sensitivity,
perceptiveness, emotional stability, objectiveness
and patience, open-mindedness and flexibility.
4. Motivation, practical benefit, personal interest, etc.
5. Necessary infrastructure, such as telephone, fax,
public address system, microphone, computer
networks, the Internet, e-mail, visual aids, electricity
supply, etc.
6. Physical/mental health and fitness, i.e.,
communication with a deaf, dumb, or delirious man
will be impeded, just as it will be if the encoder /
decoder is exhausted physically or drunk/drugged.

Thus, good interpersonal

communication skills and conducive
attitudes (willingness to
communicate) are the basic
requirements for effective
communication

Types of Communication
Since Communication is a key to
maintaining
successful
business
relations. For this reason, it is
paramount
that
professionals
working in business environments
have first-class communication skills.
There
are
three
basic
types of communication: verbal,
non-verbal, and written. If you
want to succeed in business, you

Verbal Communication
Verbal or oral communication uses
spoken words to communicate a
message. When most people think of
verbal communication, they think of
speaking, but listening is an equally
important skill for this type of
communication to be successful.

Verbal Communication in the

Workplace

Meetings- Verbal communication occurs in meetings when

participants share their ideas. Effective meeting organizers clearly
define their objective, such as whether the intent of the meeting is to
make a decision, brainstorm ideas, approve a plan, communicate a
change or get a status report.

Presentations
and
LecturesUsing
effective
verbal
communication, business professionals give presentations and
lectures to convey their expertise on a particular topic. Whether a
business professional provides instruction, describes a product to
make a sale or communicates a vision or strategy, he needs to keep
the message clear by preparing adequately. Using vivid language,
descriptive examples and supplementary visuals, he ensures a
successful presentation. By using short words and sentences,
speakers tend to avoid confusion. Effective presenters allow time for
the audience to ask questions and provide comments.

Workshops- Workshop organizers use verbal communication

to direct the activities of participants. By providing clear
instructions for group, the facilitator ensures a positive
development experience. For example, a leader describes the
rules for participating a role-playing exercises, talks about the
scenario and determines how long the activity takes. Using
effective verbal communication, leaders guide participants in
researching issues, solving problems, negotiating solutions and
making decisions.

Conversations-Conversations typically involve two people

discussing a topic. Effective verbal communication occurs
during conversations when the speaker acknowledges the
sensitivity of the subject, time constraints and types of
questions the receiver might ask. If the conversation occurs
face to face, successful communicators use active listening
skills such as repeating back what the other person has said.
They also resist the temptation to interrupt and allow the other

Four Types of Communication in

Business Writing
Written communication involves any
type of interaction that makes use of the
written word. It is one of the two main
types of communication, along with
oral/spoken
communication.
Written
communication is very common in business
situations, so it is important for small
business owners and managers to develop
effective written communication skills.

Various Forms of Written

Communication
Memos
2. Reports
3. Proposals
4. Telegrams
5. Advertisements
6. Brochures
7. News Releases
8. Bulletins
9. Job descriptions
10.Employee manuals
11. Electronic mails
1.

ADVANTAGES OF WRITTEN
COMMUNICATION
1. Written messages do not have to be delivered on the spur of
the moment; instead, they can be edited and revised several
times before they are sent so that the content can be shaped
to maximum effect.
2. Written communication provides a permanent record of the
messages that have been sent and can be saved for later
study. Since they are permanent, written forms of
communication alsoenablerecipients to take more time in
reviewing the message and providing appropriate feedback.
For these reasons, written forms of communication are often
considered more appropriate for complex business messages
that include important facts and figures.
3.
May increase customer/client satisfaction; improved interorganizationalefficiency; and enhanced image in the
community and industry.

DISADVANTAGES OF WRITTEN
COMMUNICATION
1.

Unlike oral communication, wherein

impressions
and
reactions
are
exchanged
instantaneously,
the
sender of written communication
does not generally receive immediate
feedback to his or her message. This
can be a source of frustration and
uncertainty in business situations in
which a swift response is desired.

2. written messages often take more time to

compose, both because of their informationpacked nature and the difficulty that many
individuals have in composing such
correspondence. Many companies, however,
have taken a proactive stance in addressing
the latter issue. Mindful of the large number
of workers who struggle with their writing
abilities, some firms have begun to offer onsite writing courses or enrolled employees in
business writing workshops offered by
professional training organizations, colleges,
and community education programs.

NON- VERBAL
COMMUNICATION
According

to experts, a substantial portion of our

communication is nonverbal. Every day, we
respond to thousands on nonverbal cues and
behaviors includingpostures, facial expression,
eye gaze, gestures and tone of voice. From our
handshakes to our hairstyles, nonverbal details
reveal who we are and impact how we relate to
other people.
Scientific research on nonverbal communication
and behavior began with the 1872 publication of
Charles Darwin'sThe Expression of the Emotions
in Man and Animals.

TYPES OF NON-VERBAL
COMMUNICATION
1. Facial Expressions
are responsible for a huge
proportion of nonverbal
communication. Consider how much
information can be conveyed with a
smile or a frown. The look on a
person's face is often the first thing
we see, even before we hear what
they have to say.

2. Gestures
Deliberate movements and signals
are an important way to
communicate meaning without
words. Commongesturesinclude
waving, pointing, and using fingers
to indicate numeric amounts. Other
gestures are arbitrary and related to
culture.

3. Paralinguistics
Paralinguistics
refers
to
vocal
communication that is separate from actual
language. This includes factors such as tone
of voice, loudness, inflection and pitch.
Consider the powerful effect that tone of
voice can have on the meaning of a
sentence. When said in a strong tone of
voice, listeners might interpret approval and
enthusiasm. The same words said in a
hesitant tone of voice might convey
disapproval and a lack of interest.

4. Body Language and

Posture
Posture and movement can also convey a great
deal on information. Research on body language
has grown significantly since the 1970's, but
popular media have focused on the overinterpretation of defensive postures, arm-crossing,
and leg-crossing, especially after publishing Julius
Fast's bookBody Language. While these nonverbal
behaviors can indicate feelings andattitudes,
research suggests that body language is far more
subtle and less definitive that previously believed.

5. Proxemics
People often refer to their need for "
personal space," which is also an
important type of nonverbal
communication. The amount of distance
we need and the amount of space we
perceive as belonging to us is influenced
by a number of factors including social
norms, cultural expectations, situational
factors, personality characteristics, and
level of familiarity.

6. Eye Gaze
The eyes play an important rolein
nonverbal
communication and such things as looking, staring and
blinking are important nonverbal behaviors. When
people encounter people or things that they like, the rate
of blinking increases and pupils dilate. Looking at
another person can indicate a range of emotions
including hostility, interest, and attraction.
People also utilize eye gaze a means to determine if
someone is being honest. Normal, steady eye contact is
often taken as a sign that a person is telling the truth and
is trustworthy. Shifty eyes and an inability to maintain
eye contact, on the other hand, is frequently seen as an
indicator that someone is lying or being deceptive.

8. Appearance
Our choice of color, clothing, hairstyles, and other
factors affecting appearance are also considered a
means of nonverbal communication. Research on
color psychologyhas demonstrated that different
colors can evoke different moods. Appearance can
also alter physiological reactions, judgments, and
interpretations. Just think of all the subtle
judgments you quickly make about someone
based on his or her appearance. These first
impressions are important, which is why experts
suggest that job seekers dress appropriately for
interviews with potential employers.

9. Artifacts
Objects and images are also tools that can be used to
communicate nonverbally. On an online forum, for
example, you might select an avatar to represent your
identity online and to communicate information about
who you are and the things you like. People often spend a
great deal of time developing a particular image and
surrounding themselves with objects designed to convey
information about the things that are important to them.
Uniforms, for example, can be used to transmit a
tremendous amount of information about a person. A
soldier will don fatigues, a police offers will wear a
uniform, and a doctor will wear a white lab coat. At a mere
glance, these outfits tell people what a person does for a
living.

Questions?