CBET COMMUNICATION SKILLS

List of learning outcomes

1) Utilize specialized communication skills processes
- DEFINITION OF COMMUNICATION
- TERMS AND CONCEPTS USED IN COMMUNICATION
- ELEMENTS OF COMMUNICATION
- IMPORTANCE OF COMMUNICATION IN ORGANIZATIONS
- BENEFITS OF EFFECTIVE COMMUNICATION
- METHODS OF IDENTIFYING SPECIFIC COMMUNICATION NEEDS OF CLIENTS AND
COLLEAGUES
- PRINCIPLES OF EFFECTIVE COMMUNICATION
- THE COMMUNICATION PROCESS
- FACTORS TO CONSIDER BEFORE CHOOSING A CHANNEL OF COMMUNICATION
- BARRIERS TO EFFECTIVE COMMUNICATION
- DIFFERENT APPROACHES TO COMMUNICATION
- COMMUNICATION MODES
- ADDRESSING CONFLICTS IN COMMUNICATION

2) Develop Communication Strategies

- DEFINITION OF A COMMUNICATION STRATEGY
- CHARACTERISTICS OF A COMMUNICATION STRATEGY
- IMPORTANCE OF A COMMUNICATION STRATEGY
- STEPS IN DEVELOPING A COMMUNICATION STRATEGY
- CONSIDERING OF SPECIAL NEEDS OF CLIENTS AND COLLEAGUES
- Analyzing, Evaluating and Revising Communication Strategies

3) Establish and maintain communication pathways

- DEFINITION OF A COMMUNICATION PATHWAY
- TYPES OF PATHWAYS
- IMPORTANCE OF COMMUNICATION PATHWAYS
- STEPS IN ESTABLISHING A COMMUNICATION PATHWAY
- WAYS OF MAINTAINING AND REVIEWING COMMUNICATION PATHWAYS
4) Promote use of communication strategies
- IMPLEMENTATION OF A COMMUNICATION STRATEGY
- FACTORS THAT SUPPORT IMPLEMENTATION
- FACTORS THAT CAUSE FAILURE OF IMPLEMENTATION
- How to articulate and model communication techniques
- CONSIDERATIONS WHEN IMPLEMENTING A COMMUNICATION STRATEGY

5) CONDUCT INTERVIEW
- DEFINITION OF AN INTERVIEW
- NON VERBAL COMMUNICATION TECHNIQUES USED IN INTERVIEWS
- COMMUNICATION STRATEGIES IN INTERVIEW SITUATIONS
- DEVELOPING INTERVIEW ACTION PLANS

6) FACILITATE GROUP DICUSION

- DEFINITION OF TERMS
- Defining and implementing mechanisms to enhance group interactions.
- Strategies that encourage group participation.
- Setting objectives and agenda for group discussions.
- Facilitating group outcomes

7) Represent the organization

- PRESENTATION TECHNIQUES
- PRESENTATION STRUCTURE
- PRESENTATION MEDIA
- SKILLS REQUIRED FOR EFFECTIVE PRESENTATIONS
OUTCOME ONE: Utilize specialized communication skills processes
- DEFINITION OF COMMUNICATION
This is the ability to EXCHANGE or TRANSFER INFORMATION from a SENDER to a
RECEIVER, with the INFORMATION being understood by the receiver who reacts or
responds by sending FEEDBACK. Communication is therefore a TWO WAY PROCESS,
whereby the sender, who is the initiator of the communication process, has to
ensure that there is SHARED MEANING between him and the receiver. If meaning is
NOT SHARED, then the result is COMMUNICATION BREAKDOWN.
CHARACTERISTICS/FEATURES OF COMMUNICATION
- It is done with a purpose
- Mostly involves two people
- It is irreversible especially verbal communication
- It is a cycle
- It is rational that is involves understanding

TERMS AND CONCEPTS USED IN COMMUNICATION

- EXCHANGE- give out and get information back
- TRANSFER- to move information from the media especially mass media
- TWO WAY PROCESS- two persons involved i.e sender and receiver
- SHARED MEANING – matching understanding between the sender and receiver
- COMMUNICATION BREAKDOWN- not successfully completing the communication
process by not getting the desired feedback.
- SKILL-ability to do something

- ELEMENTS OF COMMUNICATION

1. THE SENDER: Also referred to as the ENCODER. This is the person who has a thought,
message or information to share with the receiver. The sender is the initiator of the
communication process, and he encodes the message in a way that can be understood
by the receiver. The sender considers the age, education level, the means/channel and
the background of the receiver before sending the message. The sender has to have the
skill to speak or write. Encoding is therefore a process that begins as an idea in the mind
of the encoder, then putting that idea into a message or information that is appropriate
to the sender, receiver and the anticipated outcome. The sender has to ensure that
there is no distortion of the message by carefully encoding the information.
2. THE RECEIVER: Also known as the DECODER. This is the person who receives the
information from the sender, interprets, internalizes then responds by sending
feedback. Both the sender and the receiver must attach the same meaning to the
message symbols for communication to be effective. The recipient has to understand
the language and vocabulary of the sender. The receiver has to have the skill to listen
and read. The receiver does the decoding. This is a process of receiving, interpreting and
internalizing the message and changing the encoded message into a language that can
be understood and finally sending feedback. The receiver must decode the message
correctly to avoid distortion of the message. For communication to be effective, the
recipient’s decoding must match the sender’s intended message.
3. THE MESSAGE: This is the thought/ information/idea or expression that the sender
passes to the receiver.

4. THE CHANNEL/MEDIUM: The channel is the method used by the sender to pass the
information. These methods can be written, verbal/oral, non-verbal, visual or audio-
visual. The MEDIUM is the MEANS by which the information is send. For instance if the
sender chooses the written channel, then that channel has different means e.g. writing a
letter, an sms, a memo, a report etc. If oral channel is chosen, then the means can be
making a phone call, face to face, listening to the radio, etc. If non-verbal channel is
chosen, then the means can be gestures, facial expressions, dressing, body posture,
body movement etc. If visual channel is chosen, then the means can be use of pictures,
photos, diagrams, billboards, etc. If audio-visual is chosen, then the means can be
televisions, video conferencing, video calls, etc.

5. FEEDBACK: This is the answer/ response/reaction of the receiver towards the sender’s
message.

IMPORTANCE OF FEEDBACK IN COMMUNICATION

- Feedback links the sender and the receiver in the communication process
- It completes the communication process
- Enables the sender to evaluate the effectiveness of their communication
- Indicates how well the message was understood
- In organizations, feedback motivates workers through promotions, congratulatory
messages etc.
- Feedback indicates how good or bad an organization is performing.
CHARACTERISTICS OF FEEDBACK IN ORGANIZATIONS
- It should focus on behavior rather than personality. When dealing with seniors,
juniors or fellow employees, don’t call them liars, lazy ,sly, bad, instead, comment on
specific behavior e.g. you don’t return phone calls and this makes us not be able to
complete tasks on time.
- Feedback should focus on description rather than judgement. Description tells what
happened while judgement evaluates what happened. If as a supervisor you get an
incomplete report from a junior, don’t tell the junior that the report is incomplete,
nonsense or lousy, rather focus on the missing information that needs to be
included in the report. If as a supervisor you need some files or equipment arranged,
describe how you want them arranged.
- Feedback should be specific rather than general. If something goes wrong in a
particular department in the organization, as the boss don’t generalize by blaming all
the departmental members, rather be specific on where the problem originated and
those involved.
- Feedback should consider the needs and abilities of the receiver. Incase of any
disabilities, use a channel and means that are suitable so as to get the desired
feedback e.g. visual channel for the hearing impaired, verbal channel for those that
cannot see, accompanying verbal and non verbal for those who can see and hear so
as to reinforce the message.

- IMPORTANCE OF COMMUNICATION IN ORGANIZATIONS

1. Coordination of departments. Organizations have many departments e.g. registry, sales,
purchasing, transportation, finance, human resource department, electrical, automotive
etc. Changes in one department are communicated to other departments that have a
direct bearing to these changes.
2. Enhance/improve customer services. Effective communication helps in reducing errors,
giving timely feedback to the customers and handling enquiries more efficiently.
3. To give and obtain information. For an organization to run smoothly, proper flow of
information internally and externally should be observed.
4. To make clarifications of arising issues e.g. Incase of confusing and inaccurate
information concerning the organization, effective communication clears any doubts.
Duties and responsibilities are also clarified to avoid duplication.
5. Enhance public relations. Effective communication enables an organization to create a
positive image in the minds of its potential customers.
6. Giving instructions: the managers are able to get work done by giving guidelines and
procedures. This helps the organization to meet its goals.
7. New ideas. In an ever changing world, organizations need to get new ideas and make
plans to implement them. This is made possible by effective communication.
8. Getting feedback. Proper communication enables timely feedback which in turn
motivates the employers and employees.
9. Effective communication is a tool of management. It is the life blood of every
organization. Blood gives life to the body. Consequently effective communication gives
life to the organizations.
BENEFITS OF EFFECTIVE COMMUNICATION
1. Increased productivity
2. Timely decision making and problem solving.
3. A clear and more streamlined workflow
4. Enhanced professional image
5. Better business and interpersonal relationships
PRINCIPLES OF EFFECTIVE COMMUNICATION
PRINCIPLES OF EFFECTIVE COMMUNICATION
Principles are rules that are taken into account when communicating. They include:
1. CLARITY: This refers to the state of being clear. The words and symbols used should be
clear in their meaning. There should be clarity of thought and expression.

CLARITY OF THOUGHT: The communication process starts with an idea in the mind of
the sender. To ensure that the entire communication process is successful, the sender
should be clear on;
- The objective/aim of communication(why)
- The message to be communicated(what)
- The channel/medium of communication(how)
For instance, if a manager conceives an idea to prevent smoking in his office, his objective
would be to prohibit smoking in his office, the message to be communicated would be ‘no
smoking’ and the most suitable channel would be visual communication i.e. a poster showing a
lit cigarette with a cross mark on it.
CLARITY OF EXPRESSION: The recipient gets to know the idea in the sender’s mind
through the decoded message. The sender should therefore be careful about the meanings and
organization of the words. To achieve clarity of expression, the sender should:
- Use simple words/avoid jargon
- Use short sentences
- Avoid being vague e.g. use of words like tomorrow
- Avoid use of words with more than one meaning

2. CONCISENESS: This means giving a lot of information in very few words or be as brief as
possible but without compromising on clarity, completeness, correctness and
appropriateness. To achieve conciseness, the sender should;
- Include only relevant facts
- Avoid repetition
- Avoid wordy expressions by being economical with words
- Organizing the message well

3. COMPLETENESS: Incomplete communication irritates the receiver and may bring

misunderstandings and misinterpretation. Organize the message in a way that the
receiver has no doubts about it.
4. CORRECTNESS: Ensure that only correct information is communicated. Correctness
should be considered in terms of timing and style. Outdated information is of no use
and the style should be compatible with the receiver.
5. OBJECTIVITY: Have an open mind when you communicate. Avoid being subjective and
judging before listening. Be sure to listen to others opinions.
6. COURTESY: Courtesy demands being considerate towards the receiver. To achieve
courtesy, the sender should:
- Omit irritating expressions
- Apologize for mistakes or omissions
- Thank generously for any help and assistance offered
- Respect everyone
- Empathize with your customers, colleagues etc
- Be professional in dressing and language
7. ORDER: The message should be very well organized so as to save time. It can be
organized in terms of importance or priority, ascending or descending order.
8. CONSISTENCY: This means not shifting one’s stand so as to eliminate doubt.
9. CONCRETENESS: This means that facts and figures presented should be specific so as to
avoid being vague e.g. when talking about time don’t say tomorrow or the day after
instead talk about the specific day and date.

BARRIERS TO EFFECTIVE COMMUNICATION

A barrier in communication is any factor that distracts, impedes or interferes with the exchange
of information between the sender and the receiver. Some of the most common barriers are;
- NOISE: There are four types of noise; Physical, semantic, physiological and
psychological.
PHYSICAL NOISE: This is noise in the surrounding and whose source can be seen e.g. wailing
people, moving cars, etc
SEMANTIC NOISE: This is noise caused by lack of comprehension or understanding of a
particular subject matter.
PHYSIOLOGICAL NOISE: This is noise brought about by deafness.
PSYCHOLOGICAL NOISE: This is noise in our minds that makes us unable to concentrate e,g.
daydreaming, stress caused by personal problems, tiredness, drugged, relationships etc.
- WRONG CHOICE OF MEDIUM OR CHANNEL
Depending on the information to be send and the receiver, a sender should choose the most
suitable channel e.g. a written message to a receiver who can read.

- LANGUAGE BARRIER
This refers to use of words that have different meanings, choice of language and coded
messages.
- POOR LISTENING
This may be due to lack of attention, distractions in the environment, poor listening skills or
pre-judgement.
- POORLY EXPRESSED MESSAGES
The sender may have a very good idea in their mind but if their expression in terms of choice of
words is poor then the message cannot be effective. Omissions, lack of coherence, unnecessary
jargon and poor sentence construction all lead to ineffective communication.
- CLOSED MIND
This refers to a receiver who is not ready to listen or change their mind. They are not ready to
take any suggestions.
- DIFFERENT BACKGROUNDS
Differences between the sender and the receiver in terms of age, education level, culture,
religion, social status and political affiliations may interfere with communication.
- PHYSICAL BARRIERS
This is what can be seen, touched or experienced and which may interfere with transfer of
information. Distractions such as noise, poor lighting, a place that is too hot or cold, a large
working area, outdated equipment and staff shortages all impede the communication process.
- EMOTIONAL BARRIERS
These comprises of fear, threats, mistrust and suspicion at the work place.
- ATTITUDE BARRIERS
Poor management in Organizations may bring about a bad attitude between the employer and
employee. Examples of poor management are lack of consultation or motivation and resistance
to change all affect communication.
- SYSTEM DESIGN
This refers to the way the organization is structured in terms of the chain of command or
vertical communication. Unclear organizational structure brings confusion among the workers,
and a long chain of command brings communication breakdown.

- PERSONAL LINGUISTIC ABILITY

This refers to one’s ability to pronounce and their accent which may interfere with
communication.
- INFORMATION OVERLOAD
Unrestricted flow of information may result to too much unnecessary information being
released to all workers. People respond to inform overload in different ways e.g. some may
ignore, others may make errors while decoding, others may delay while others may decide to
filter. All these affect the flow of information.

METHODS OF IDENTIFYING SPECIFIC COMMUNICATION NEEDS OF CLIENTS AND COLLEAGUES

- Self-definition of communication needs I.E clients and colleagues are asked to define
their communication needs.
 The organization Asking for any communication or information support needs.
 Asking for a minimum of two options or ways in which they can explain their needs.
 Asking the clients or colleagues to advice the organization of their communication or
information needs
.  Including a standard line in all correspondence in order to encourage people to
contact the organization, should they have any information.
 Considering people who are unable to read letters or any information either blind or
illiterate thus can be contacted through telephone.
 Using existing data about information needs to serve the clients and colleagues in the
organization. Therefore, in order to identify the communication needs and preferences of
clients and colleagues, there is need to;
.  Use different strategies and sources to identify the needs.
 Observe the colleague’s/client’s behavior and get the communication.
 Pay attention to the colleagues/clients when communicating.
 Seek appropriate/suitable ways to understand/interpret client’s/colleagues’
communication.
 Record and report communication needs according to the workplace requirements

THE COMMUNICATION PROCESS

The communication process is a cycle that is initiated by the sender, who conceives an idea in
his mind, changes the idea into a message, transmits the message through an appropriate
channel and medium to the receiver, who in turn receives, interprets, internalizes then
responds by sending feedback. This process has five stages/phases;
- Ideation
- Encoding
- Transmitting
- Decoding
- Feedback
The communication process can be illustrated in a diagram as shown

The Idea Becomes a Message

The Sender has an Idea The Message is Transmitted

The Receiver Reacts / The Receiver Gets the

Responds by Giving or Message
Sending Feedback
NB: TRAINEES TO LABEL THE DIAGRAM IN TERMS OF NUMERALS REPRESENTING THE
COMMUNICATION PROCESS.

FACTORS TO CONSIDER WHEN CHOOSING A CHANNEL/MEDIUM OF COMMUNICATION

The channel or the means used to send a message is very important. The channel has its
advantages and disadvantages, and can influence the message and how it is interpreted by the
recipient. Proper selection of the channel and medium is therefore vital for effective
communication. Some factors to consider include:
i. The Cost: One should consider how much the channel and the medium costs.
Channels like audio-visual are more costly compared to other channels. An sms is
cheaper compared to making a call.
ii. Confidentiality: This also refers to secrecy of the message. If one is sending a secret
message, verbal channel and face to face is the best.
iii. Security: The aim of the sender when communicating is to ensure that the message
gets to the receiver securely. Encrypting or sending information through a registered
parcel ensures the security of the message.
iv. Urgency: If the message being send is very urgent, then a phone call or an email is
ideal.
v. Distance: This is the distance between the sender and the receiver. If both are in the
same locality then face to face or phone calls are ideal.
vi. Time of the day: For official communication, most offices have stipulated working
hours. One should also consider the different timelines in different parts of the
world.
vii. Future Reference or Permanent Records: Written communication, visual, audio-
visual and recorded audios provide future reference.
viii. Availability of the Resource: resources should be available to both the sender and
the receiver. For instance, if the sender wishes to use written channel and especially
an email, then the receiver should have an email address which is accessible.
ix. The Recipient: Before a sender sends a message, he or she should consider the
receiver in terms of their age, educational level and their background.
SITUATIONS WHEN ORAL CHANNELS ARE IDEAL
- When the message is fairly simple
- When no permanent records are required
- When immediate feedback is required
- When you would like to communicate feelings
- When you would like to read the recipient’s body language
- When you would like to hear the tone of the recipient
- When communicating bad or sad news
SITUATIONS WHEN WRITTEN COMMUNICATION IS IDEAL
- When the message is detailed and complicated
- When feedback is not required immediately
- When a permanent record is needed
- When the receivers are many and widespread
- When the receiver prefers written communication

- DIFFERENT APPROACHES TO COMMUNICATION

Effective communication builds relationships between colleagues, clients and
organizations. Meeting communication needs of colleagues/clients is a sign of respect. The
following approaches can be used to meet communication needs of clients/colleagues in an
organization:
 One-on-one time with the client/colleague
 Total respectfulness i.e. demonstrates the respect you have for a person
comprehensively.
 Writings/letters I.e. very powerful and are treated seriously.
 Clarification and bringing light to a situation i.e. it is important to clearly state what
you/organization wants.
 Understanding the importance of others.
 Total listening i.e. this prioritizes the client/colleague and the issue at hand.
 Patience and calmness

COMMUNICATION MODES
i. Interpretive communication: Is a one-way communication without getting
feedback for active negotiation of the meaning with the producer, speaker or the
writer. The listener, viewer or the reader interprets whatever the speaker/writer
wants the receiver to get/understand.
ii. Interpersonal communication: Is a two-way communication with active
negotiation of meaning between the sender and the receiver. It is spontaneous,
involves exchange of information and meaningful because of its two way,
adjustments and clarifications are made accordingly.
iii. Presentational communication: Is a one-way communication meant for
audience (viewers, listeners or readers). It does not involve exchange of
information and there is no direct opportunity for active negotiation.
Iv. INTRAPERSONAL COMMUNICATION
This is communication that takes place within a single person in terms of self
concept/awareness, self perception and self expectation.
- Self concept involves beliefs, values and attitudes
- Self perception is about how one sees and interprets circumstances outwardly
- Self expectation is about how one sees their future and is able to set their personal
goals.
Intrapersonal communication also involves internal discourse i.e. mediating, daydreaming, Solo
vocal i.e. sometimes when one talks to themselves loudly and solo written i.e. when one writes
down their own plans, goals , notes etc.
v. WRITTEN COMMUNICATION
This is communication through written word. It includes letters, memos, circulars, reports,
minutes, notices, emails, questionnaires etc.
ADVANTAGES OF WRITTEN COMMUNICATION
1. Enables permanent records that can be used for future reference
2. Written communication is the only form of communication that is official or formal
because it carries more weight.
3. Written communication allows for adequate illustrations e.g. graphs, charts etc. This
improves meaning in communication greatly. Detailed messages that require lots of
explanation are enable by written communication. It is therefore appropriate for
conveying complex and lengthy messages
4. Enables one to work at their pace. This means that one can plan carefully what to write
5. It is cheaper compared to oral communication i.e. writing an sms is cheaper than making
a call
6. Some forms of written communication are fast e.g. emails, sms and fax.
7. Written communication has wide coverage e.g. newspapers reach a many people at
different places
DISADVANTAGES OF WRITTEN COMMUNICATION
1. Delay in giving feedback. Its takes to write, read and sent a reply
2. Does not communicate feelings
3. Its not confidential or lacks secrecy
4. Requires writing and reading skills
FIVE KEY RULES OF GOOD WRITING
- Come straight to the point. Use short and simple sentences
- Remember the KISS principle when you write i.e. Keep It Short and Simple
- Use active not passive voice. Active voice means direct speech; passive means
indirect speech(reported speech)
- Use the right tone. Even when writing, avoid using harsh tones
- Use modern language i.e. write as you would speak. Avoid unwanted jargon
vi. VERBAL COMMUNICATION
This is communication through the spoken word. Examples include telephone calls, face to face,
meetings, seminars, radio, interviews, etc. verbal communication plays a crucial role where
emotions are required.
ADVANTAGES OF VERBAL COMMUNICATION
The advantages depend on the medium of verbal communication.
- Confidentiality-face to face communication allows sending of secretive messages
- Provides immediate feedback
- Clarifications are sought easily
- Incase of meetings, it allows for prior planning
- Allows exchange of feelings
- Discussions are enabled through verbal communication
DISADVANTAGES OF VERBAL COMMUNICATION
- Misunderstanding and distortion because it involves voice and expressions.
- Can be costly
- Time consuming because of the discussions and disagreements
- Inadequate as it doesn’t allow for illustrations
- Has low retaining rate. As humans we retain information as follows; verbal 20%,
seeing 75%, others 5%. Thus the saying “you see you remember, you hear you
forget”.
HOW TO IMPROVE VERBAL COMMUNICATION
1. Use open window communication i.e. checking to make sure that we understand and
are understood
2. Don’t cover ideas with words. Speak the point first and explain it not vice versa.
3. Be a good listener. Verbal communication can never be effective if one is not listening.
THE LISTENING PROCESS
There are six stages in the listening process;
- Receiving, Interpreting, Remembering, Evaluating, Responding and Acting.
BARRIERS TO EFFECTIVE LISTENING
- PRE-JUDGEMENT. Means making conclusions before listening carefully or closing
minds to new inform.
- SELFISHNESS. This means taking control of conversations and not giving an
opportunity for one to contribute
- SELECTIVE LISTENING. Listening to only what interests you in a conversation.
TECHNIQUES FOR EFFECTIVE LISTENING
- Prepare to listen
- Avoid pre-judgement
- Have an open mind
- Establish eye contact and watch out for signals
- Don’t interrupt
- Block out distractions
TELEPHONE/MOBILE PHONE USE
The telephone is one of the commonly used mediums of communication in organizations today.
It has the following advantages;
- Saves time
- Equalizes people of different positions
- Landlines can be distributed to departments in the organization thus saving costs
DISADVANTAGES
- In a telephone conversation, persons depend on their voices entirely thus creating a
mutual understanding is not possible
- The receiver has only one chance of listening to the message and some information
may not be clear.
- Telephone messages do not provide permanent records unless they are taped
- It is not possible to ascertain the appropriateness of the time of making a call
- A dialed number may go to the wrong person thus a waste of money and time
FACE TO FACE COMMUNICATION
ADVANTAGES
- Facial expressions and gestures help communicate better.
- Its suitable for discussions
- Physical proximity creates better relationships and gives immediate feedback
DISADVANTAGES
- Difficult to practice in a large sized organization
- Ineffective if the listener is not listening
- Sometimes the speaker lacks personal touch and ends up as a monologue

SPEECHES
A speech is a spoken word that wields/contains/carries great power. A speech can build or
destroy, bring peace or war.
CHARACTERISTICS OF A GOOD SPEECH
- Its clear such that the audience grasps the points instantly
- Should be like an informal conversation.
- It should create friendliness
- The audience should be able to create a mental picture of the what the speaker is
talking about
- Its concise i.e. long enough to serve its purpose
- A good speech should be audience oriented. Involves the audience
CHARACTERISTICS OF A GOOD SPEAKER
- Lively and interesting
- Passes information in a clear manner
- Does not waste people’s time
- Is not carried away
vii. NON-VERBAL COMMUNICATION
This is communication without relying on word meaning. It is usually accompanied by verbal
communication and especially face to face. There are four categories of non-verbal
communication;
- PARALANGUAGE
- KINESICS
- PROXEMICS
- HAPTICS
PARALANGUAGE
This is communication through voice qualities such as volume, pitch, rate, rhythm etc. when
one raises their tone they communicate anger, the pitch may communicate persuasion, the rate
and rhythm may communicate the context e.g. poems. A whisper may communicate a secret
message or feelings.
KINESICS
This is communication through body language e.g. gestures, eye contact, facial expressions,
body posture, body movement or dress code. Different forms of body language convey various
types of information. NB. Trainees to discuss meanings of different types of body language and
their meanings.
PROXEMICS
This is communication through space. How close or far one stands in relation to another person
has real effect on communication. There are three major types of space;
- Fixed feature space
- Semi fixed feature space
- Personal space

FEATURE FIXED SPACE

This refers to buildings and other permanent structures. The manner in which buildings are
arranged influence communication. For instance if offices are located in the same building this
enhances communication and consultations.
SEMI FEATURE FIXED SPACE
This refers to placement and arrangement of furniture or any movable objects. In an office
situation, the seniors have a different space or office different from the juniors. Their type of
furniture is also different.
PERSONAL SPACE
Personal space refers to physical distance that people maintain. There are four different types
of personal space
- Public Distance/General Distance; This ranges from 3metres to limits of visibility.
This space is maintained in public gatherings. The person who is addressing the
gathering maintains a distance of three meters but the audience is not limited.
- Social Distance/Sociable Area; This ranges from 1-3metres. This distance is
maintained between people that are not very close. This is the distance maintained
by employers and employees.
- Personal Distance; Ranges from 0-0.5metres. this distance is maintained by people
who know each other well for instance classmates, employees in the same
department, family members like sisters and brothers, close friends etc.
- Intimate Distance; This ranges from physical contact to 50cm. This space is reserved
for people we know very well.
HAPTICS
This is communication through touch e.g. handshake, high five, nudge, patting, hugging etc.
each of these types of touches communicate.

ROLE/FUNCTIONS OF NON-VERBAL COMMUNICATION

- Repetition. By using a gesture and accompanying it with non-verbal
- Contradiction. A facial expression may contradict the spoken word
- Substitution. Instead of writing or talking/speaking one can use non-verbal
communication
- Complementing. Means increasing the impact of a message e.g. a pat on the back
accompanied by congratulatory message.
- Accenting. Creating emphasis/reinforcement/intensification of a message through
voice qualities.
WAYS OF IMPROVING NON-VERBAL COMMUNICATION
- Use appropriate gestures to support your points
- Maintain eye contact with the audience
- Beware of your body posture
- Reinforce words with tone
- Touch only when appropriate and acceptable
VISUAL COMMUNICATION
This is communication through pictures, photos, bill boards, charts, graphs, diagrams, posters
etc. visual communication can be used in conjunction with written communication.
ADVANTAGES
- Simplifies written word
- Summarizes a lot of information
- Has permanent records
- Is attractive
- Memorable
DISADVANTAGES
- May be costly
- Not everyone has skills to interpret
- Storage may be costly
- Needs a lot of space e.g. posters
- Not everyone can prepare visuals
HOW TO MAKE EFFECTIVE POSTERS
- They must tell their story simply and quickly
- They should placed strategically and repeatedly
- They require artistic layout, be appealing and visible
- Colour scheme should be chosen depending on the message being communicated
AUDIO-VISUAL COMMUNICATION
This is communication that involves both sound and vision or hearing and seeing. It can be
transmitted through televisions, video calls, video conferencing etc.
ADVANTAGES
- Is appropriate for education and training
- Its entertaining
- Has wide coverage
- Can be stored for future reference
- Saves time and costs
DISADVANTAGES
- Very costly
- Requires specialized skills to prepare
- Requires network which may not be available everywhere
- Requires electricity or power to transmit
HOW TO MAKE AUDIO VISUAL EFFECTIVE
- It should be imaginatively produced
- There should be good use of colours
- The layout should be attractive i.e. the transmission centre
- There should be proper language use
- It should cater for the different age groups i.e. be suitable for the different age
groups

ADDRESSING CONFLICTS IN COMMUNICATION

Conflicts are inevitable at workplaces where people of different personalities and backgrounds
meet daily. At workplace, conflicts may occur in different ways e.g. between two colleagues an
employee and a client, teams of supervisor’s etc. irrespective of the different ways/types of
conflicts. The root cause of conflicts in an organization is poor communication. Therefore,
conflicts can be solved/addressed amicably, promptly and without compromising the standards
of the organization.
Types of conflicts in an organization
 Conflict within the individual e.g. role conflict, value conflicts etc.
 Interpersonal conflicts i.e. conflict between two or more individuals.
 Conflict between an individual and a group.
 Intergroup conflict e.g. between groups, departments etc.
 Inter-organizational conflict i.e. occurs between organizations.
Handling/addressing conflict in an organization
For day to day smooth running of organizations, the following steps need to be taken promptly
to address conflicts if any
: i. Embrace conflict - We should not avoid conflict or pretend that it has not happened. We
must deal with these uncomfortable issues as soon as possible to avoid bad 10 feelings and
more problems. Colleagues should be encouraged to find a solution to their differences.
ii. Talk together - Create time and place to speak to each other. This should be in a place
without interruptions and enough time should be spared for this.
iii. Listen carefully - Give full attention to the person speaking to you /you are talking to. Ask for
clarifications for better understanding.
iv. Find agreement -Resolutions are always possible, when agreements are reached. Finding an
agreement shows the willingness to establish common ground and build trust elements again.
v. Provide guidance -Give directions on the next step and suggest further actions after
an agreement is reached.
vi. Be quick to forgive -With resolutions, no grudges/tension should be kept.

OUTCOME TWO: Develop Communication Strategies

- DEFINITION OF A COMMUNICATION STRATEGY
Communication Strategy: This is the plan of achieving the set communication objectives.
An objective is an aim of a goal.
Examples of objectives are like changing policies eg dress code policy, security policy, another
objective is like conducting a meeting etc,
- CHARACTERISTICS OF A COMMUNICATION STRATEGY
 Brief summary of the situation analysis.
 Segmentation of audience.
 Theory informing the strategy development.
 Approaches to be used in achieving the objectives.
 The desired change’s position.
 Benefits of the desired change.
 Communication channels to be used in disseminating information.
 The strategy implementation plan.
 The monitoring and evaluation plan to be used.
 Budget Importance of a communication strategy
IMPORTANCE OF A COMMUNICATION STRATEGY
 Improves workplace communication.
 Increases employee/client satisfaction.
 Positively affect absenteeism and turnover rates at workplace.  Sparks innovation.  Improves
employee productivity.
 Attracts top talents/ideas.
Developing a communication strategy
In order to develop an effective communication strategy, a ten-step process is undertaken. This
involves;
i. Analysis of the big picture: Understanding what has to be accomplished before
embarking on the strategic communication plan
ii. Clearly define the goals of the organization: Before the planning stage, make sure the
organization’s goals are well defined in order to formulate a successful plan.
iii. Clearly define the individual program’s goals in the organization: Program goals are
more specific than the organization’s goals and must be well defined
iv. Clearly define the specific means of each program’s communication: Different
programs may require different means, so clearly define the means of communication
for each program
v. Clearly define the target audience: Clearly identify the groups/people/clients to be
communicated to.
vi. Clearly and carefully develop the messages/information to be portrayed: This will give
the target audience a better understanding.
vii. Set a timeline: This gives an organization a strict guideline thus keeping it on track to
execute its tasks in a timely manner.
viii. Develop an initial plan: This gives the organization a direction to proceed in. This is a
step-by-step process that must be followed to achieve its objectives.
ix. Implement the plan/ elements of the plan:
x. Assess/evaluate the communication strategy: This helps to determine what is working
and the adjustments to be made.

Consideration of Special Communication Needs Special communication needs are considered

in developing strategies to avoid discrimination in the workplace.
When developing communication strategies, communication needs of different stakeholders of
the organization must be considered.eg
 Group Dynamics. Consider different abilities and special requirements of different
stakeholders. A special consideration to the interactions and forces that operate between the
groups. This will enable a strategy to be very effective in communicating to a group of
employees, clients
 Styles of group leadership. You must also consider the leadership styles employed by
different groups. Thus, the group norms must be well understood when developing
communication strategies. Consider authoritarian leadership style and its implications,
democratic leadership style and Laissez-faire leadership style and their implications.
 Openness in communication. Communication strategies must be able to reveal information
about organization/people, willingness to listen and react honestly. However, openness must
be applied with caution.
 Flexibility in communication. Strategies sometimes have to vary messages based on the
unique situations. Due to fact that people and things change, flexibility in communication is
inevitable.
Consider specific communication skills when developing strategies. These skills may include;
clarity and conciseness, confidence, empathy, respect, open-mindedness, friendliness etc.
Analyzing, Evaluating and Revising Communication Strategies
Communication strategies are to be analyzed, evaluated and revised where necessary to make
sure they are effective. After an initial communication strategy plan has been implemented, it
is good practice to analyze, evaluate and revise it for its effectiveness. Through this, all the
elements will be assessed, and their visibility established. It will also necessitate adjustments
for elements that won’t work well.
Steps in analyzing a communication strategy
In analyzing a strategy, people/organizations must consider SWOT analysis thus measuring the
strength, weaknesses, opportunities and strength of strategy.
 Identify the strength. Check on the level of engagement, the interests developed, attitudes
and how people visit your organization/the sites. Consider this from both internal and external
perspective and capitalize on them
.  Identify the weakness. Check on the weakness, faults and defects of the communication
strategy.
 Identify the opportunities. Check on the development trends, possible changes in the market
and alternative ways of combating the weakness identified.
 Identify threats. Identify the red flags and obstacles, competitors, technology, new
requirements and demands and act on them appropriately.
Evaluating a communication strategy
After analyzing the communication strategy, evaluate it by measuring;
 Activity metrics i.e. check on what you/organization is doing to implement the strategy and
process of disseminating information and its compatibility with the work plan and practices.
 Reach metrics i.e. check on the size of the audience and whether it is the right audience for
the information
.  Engagement metrics i.e. check on the effects on the communication by checking the level of
interaction.
 Impact metrics i.e. check on the behaviors and attitudes shifted.
Revising a communication strategy
After analysis and evaluation of communication strategy has been done, it is prudent to revise
it and make it more effective and viable. Thus, the following should be checked;
 If the goals are realistic and achievable.
 Timeline set is realistic.
 The adequacy of the resources allocated.
 Make a comparison between actual and projected results.
 Check on the legal requirements and update
.  Internal reorganization in the organization.
 Product changes.
 Audit discoveries.
 Input from major stakeholders.
 Organization procedures etc

OUTCOME THREE: Establish and maintain communication pathways

- DEFINITION OF A COMMUNICATION PATHWAY
This refers to an established connection between two endpoints.
- TYPES OF PATHWAYS
Types of Communication pathways There are two types of communication pathways in an
organization, namely;
 Formal and Informal
i. Formal communication pathway
Communication takes place through the channels of message that are officially designated
between positions in organizations.
INTERNAL COMMUNICATION
Internal communication may happen between employees or employers and employees.
Effective internal communication helps organizations to coordinate of departments, improve
customer services, getting new ideas, getting feedback among others. It has many benefits such
as increased productivity, enhanced professional image and streamlined workflow among
others. It has both formal and informal methods. Formal methods of passing information
include the following;
1. MEETINGS: A meeting is a gathering together of two or more persons in order to discuss
matters of common concern so as to arrive at a decision or formulate policy. Meetings
provide useful opportunities for sharing information in organizations.
2. MEMORANDA: This is written communication from one person to another or to a group
of people within the organization. Memos are the most widely used forms of
communication in organizations.
3. LETTERS: A letter is a written message addressed to a person or an organization. Letters
are used to provide a convenient and inexpensive means of communication, seek or
give information, show proof of transactions entered into and provide a record for
future reference.
4. NOTICES: This is printed information usually displayed in public. Most organizations
have notice boards posted around the offices which are used to bring special items to
the attention of all the staff.
EXTERNAL COMMUNICATION
This is basically spreading news and information about the organization to the public. The
public involves customers, stakeholders, suppliers, creditors, government agencies etc. external
communication can be done through emails, letters, press release, brochures etc.
IMPORTANCE OF EXTERNAL COMMUNICATION
- Creates good reputation from the firm
- There are better business prospects
- There is better understanding of the customers
- Better negotiation skills
- Fulfils a management requirement of having a communication department in
organizations

VERTICAL COMMUNICATION
 Downward communication
Downward communication refers to where information flows from upper level of
organization to the lower level e.g. managers to subordinates.
USES/ADVANTAGES OF DOWNWARD COMMUNICATION
i. To give advice to juniors on how to carry out their duties
ii. To send information on the goals, plans etc of the organization
iii. To give directions, instructions and commands to be followed in task
accomplishment
iv. Offer guidance and counselling to employees who have personal problems
v. To evaluate or assess the performance of the workers
DISADVANTAGES OF DOWNWARD COMMUNICATION
i. There is plenty of distortion, alteration or modification of the information as each
level decides what to be passed down to the juniors
ii. It is usually slow as it involves processing at each level and in some cases the
information never gets to the receiver.
iii. Lack of receiver consideration. Sometimes seniors fail to consider the ability of the
junior when assigning tasks for instance a manager directing a cleaner to write a
memo.

 Upward communication. (vertical communication)

Upward communication refers to where communication flows from the lower levels
to the higher levels in an organization i.e. initiated by the junior staff to the senior
staff in an organization.
ADVANTAGES/USES OF UPWARD COMMUNICATION
i. It is used to give feedback to the managers.
ii. The feedback given is used to make intelligent decisions
iii. It is used to air grievances or complaints
iv. Juniors can request for assistance and advice from their seniors
v. Managers are able to know the emerging trends and opportunities from their juniors
DISADVANTAGES OF UPWARD COMMUNICATION
i. Most of the middle level workers e.g. section heads or supervisors protect each
other thus information is filtered and never reaches the managers
ii. Many juniors are reluctant to communicate because they may never get feedback
from the seniors
iii. Lack of trust and fear of juniors being victimized by their superiors
iv. Authority and power differences along the chain of command or misunderstandings
v. It can be very slow

 Horizontal communication (lateral communication)

Communication flows among employees of the same level of authority or status e.g. transport
manager, sales manager, purchase manager, finance manager, human resource manager. Most
of the communication happens through telephone calls, face to face or memos. The managers
cannot direct each other so they communicate by making suggestions, consulting and
persuading.
ADVANTAGES OF HORIZONTAL COMMUNICATION
i. Increased productivity
ii. Better interpersonal relationships
iii. Reduces service problems
iv. Workers are able to share information
v. Increased product quality
vi. No duplication and therefore cuts down costs
DISADVANTAGES OF HORIZONTAL COMMUNICATION
i. Uncooperative departments who slow inter-departmental communication
ii. Distortion of information is greater because communication is verbal
iii. The use of jargon or technical terms from each department

ii. Informal communication pathway

THE GRAPEVINE:
When the correct lines of communication are not used in an organization, grapevine results.
The term grapevine describes an unofficial communication system that thrives when
information is not openly available to the entire group. Grapevine spreads distorted
information, rumours and gossip. Grapevine spreads in all directions and very fast. Grapevine
operates horizontally because people working at the same level informally communicate.
ADVANTAGES OF GRAPEVINE
- It’s a very fast way of spreading information
- It provides feedback to the management. This enables the managers to know what
subordinates think about various issues
- It supplements other channels of communication. An intelligent manager can feed
the grapevine with the correct information and rest assured that the information
will spread fast.
- It brings a sense of belonging, cohesiveness and solidarity among members of he
same level.
- It acts as a kind of safety valve for pent-up emotions. Talking about stressful issues
alleviates fear and provides emotional relief.
DISADVANTAGES OF GRAPEVINE
- It can be a source of harmful rumours and gossip and can be very dangerous as it
may spread baseless information about employees
- Grapevine information is most of the times incomplete. No one ever knows where
the rumour started or who initiated the gossip.
- A rumour may spread and cause serious damage to the organization before the
managers become aware and take rectifying steps.
- Grapevine can cause low morale and a demotivated workforce.
HOW TO CONTROL GRAPEVINE
- Managers should control grapevine by maintaining open formal channels of
communication.
- Managers should move quickly and end rumours by giving the correct information
- Managers should consciously feed the grapevine with the correct information to
raise employee morale.
- Avail information to all employees at the earliest possible time.
- Avoid favouring some employees at the expense of others
Importance of establishing communication Pathways
 To improve the effectiveness of the organization
.  To keep everyone informed of what is happening in the organization.
 To allow quick and efficient response to changes and emergencies.
 To create an openness in the organization.
 To promote collegiality thus making the organization a good workplace.
 To create a sense of ownership of the organization
.  To create equity and fairness within the organization.
 To show respect for every individual in the organization

STEPS IN ESTABLISHING A COMMUNICATION PATHWAY

Enabling organization’s wide conversations i.e. creates ways through which employees can
exchange information, ideas and questions. This can be realized through chat rooms and list
servers. Through this, employees are empowered to seek answers from their colleagues thus
strengthening their connections and transfer of knowledge.
 Improve both horizontal and vertical connections. In order to establish effective
communication pathways, peer-to-peer communications must be improved i.e. horizontal
communication. This can be realized through hip chat, slack and other internet retry chat
services.
 Programs that connect employees at all levels must be put in place when establishing
effective communication pathways i.e. vertical communication. Through these employees get
empowered to voice their issues and topics that matter to them.
 Establishing vertical and horizontal communication pathways increases transparency and
helps in tracking employee suggestions and harness the wisdom of the crowd. This also makes
managers and owners to be more accountable upon investment of energy and time in
brainstorming ideas. Also improves customer service
 Plan a budget. Communication pathways cannot be established successfully without
resources. Thus, an evaluation must be done on how to build stronger relationships through
sharing concerns and getting constructive feedbacks. An honest consideration on the use of
these pathways must be taken.
 Measure the effectiveness and the impacts of the pathways established. Analyze the
productivity changes, profits and sales realized. Check on the employee’s satisfaction i.e.
fulfillment at work and their happiness. Check on the retention rates of the staff.
 Create change through leadership. Through organization leadership, change in
communication pathways can be realized. Top leadership of the organization should feel free to
share inf, engage other workers and be transparent. They can also give direction and advice.
Most employees feel free when they are engaged by the top leadership in a free and
transparent manner.

WAYS OF MAINTAINING AND REVIEWING COMMUNICATION PATHWAYS

Pathways are maintained and reviewed to ensure personnel are informed of relevant
information Communication flow in an organization should be maintained and reviewed when
necessary to foster productivity and effectiveness of the employees. This can be achieved by;
 Researching on the communication pathways in an organization and understanding them. In
so doing, the effectiveness of each pathway must be a pathway determined. Thus, it is possible
to review/adjust a pathway based on its effectiveness.
 Maintaining and reviewing communication pathways require clearly set objectives and plan.
Thus, it is easy to determine whether a pathway is effective or not.
 It is also prudent to address the business problem in the communication pathways/flows. This
will keep the employees informed and engaged in the problem-solving process. Through this
means the communication pathways will remain active.
 There is need to identify and assemble the key champions and stakeholders in the pathways.
The key stakeholders and champions of communication in an organization should be utilized to
effectively reach communication aims
.  Understand the available communication tools. It is important to assess and understand
tools at disposal that can be used for communication purposes. Insisting on communication
pathways that require tools which are not at the organization’s disposal won’t be viable.eg
social media, ict etc Thus, maintaining communication flow channels require clear
understanding and assessment of tools.
 Creating consistency in communicating i.e. obeying organizational standards and procedures.
Thus, a sense of ownership among employees will be realized and maintained.
 Catering for two-way communications. Maintaining communication flows require feedback.
This must be encouraged to make the pathways live and active.
 Ensuring the communication plan of an organization is inclusive. Through this, every
employee is brought on board and their interests and differences are catered for.
 Aligning internal and external communication plans.
 Planning for emergencies i.e. contingencies and disaster. The communication flow in an
organization can be maintained and reviewed as long as crisis has been catered for.

OUTCOME FOUR: Promote use of communication strategies

Provision of information to facilitate implementation of strategy.
Communication strategies are vital in realization of communication objectives. Therefore,
communication strategies must be developed, implemented and evaluated for effective
communication to take place. Before implementing the communication strategies, it is prudent
for the organization to carry out three basic steps leading to the strategic decision making
about the strategy. This include:
 Getting the right information.
 Making a good decision.
 Implementing the decision.
-The information stage involves knowing the types of information needed for the decision
making, finding the information and transmission of the information to the decision makers.
The information required /needed for the decision-making process involves knowledge of the
organization, knowledge of the scope of operations of the organization and the competitors of
the organization. However, gathering information alone is not enough. Infrastructure must be
put in place to ensure that information reaches the decision makers.
-The decision makers must regularly meet in order to narrow on important issues. It is good
practice to identify alternative courses of action. This is very crucial for decision making
purposes. The implementation of a communication strategy should be planned in order to
allow for appropriate resources to be secured.
The following must be considered during the implementation phase:
 Adequate resources and facilitation must be provided to ensure full participation.
 All participating staff/employees must be trained and supervised.
 Need for exchange of common experience between organizations or experts.
 Setting of technical committees to guide the strategy implementation.
 Verification of data appropriate for the strategy.
 Obtaining feedback from stakeholders on the impact of the strategy.
 Periodical appraisal and adjustments of the strategy’s needs and resources change.
 Getting information for strategic implementation.
 Look at both internal and external factors.
 Conduct a research on the implementation of the strategy.
 Getting primary data on implementation.
 Getting secondary data on implementation.

Implementation of the strategy

It does not just refer to the application or installation of the new strategies. Some old strategies
that may need adjustments /reinforcement are also part of this activity. The basic activities in
this stage include:
i. Establishing the strategy objectives.
ii. Formulation of policies to execute the strategy.
iii. Allocation of resources.
iv. Leading and controlling of the performance of tactics and activities in the various
organizational levels.
v. Sometimes planning activities have to be done for implementation.

Factors that support implementation of a communication strategy

 People: Availability of the right and enough people to carry out the implementation will
ensure a successful implementation.
 Resources: Enough resources must be allocated to ensure a successful implementation. This
involves both financial and non-financial resources.
 Organizational structure: The structure should be well outlined with clear lines of authority,
defined responsibilities and hierarchy.
 Systems i.e. tools, systems and capabilities in place to facilitate implementation.
 Culture i.e. the organizational culture and the general atmosphere of the stakeholders

Causes of failure in communication strategy implementation.

 Inadequate understanding of the strategy due to inadequate communication. This could be
due to lack of ownership by the implementers or having a strategy that is confusing.
 A disconnected strategy i.e. when there is disconnect in budgeting, employee incentives and
compensation etc
.  Little attention to the strategy by the organizational management.

Implementation process
The following steps are vital in ensuring successful implementation.
Evaluation and communication of the strategy. This involves: -
 Aligning the strategy with the initiatives.
 Aligning the budget with the objectives and goals.
 Clarifying and communicating goals, objectives and strategies to members of the
organization.

Developing an implementation structure.

This step involves: -
 Establishing a link between /among departments.
 Formulating work plans and procedures for implementation.
 Determining tasks and responsibilities of the managers.  Determining task and
responsibilities of operation.
 Assigning tasks to different departments.
 Evaluating the staffing structure
.  Communicating the details to the organization’s members.
Developing implementation support policies and programs.
This stage involves:
-  Establishing a monitoring and tracking system of performance.
 Establishing a management system of performance.
 Establishing feedback mechanism.
 Communicating the policies and programs to the organizations members.
Budgeting and allocation.
This step involves: -
 Allocation of resources.
 Disbursement of resources.
 Maintenance of a system of checks and balances.

Discharging functions and activities.

This involves:
 Continuous engagement of stakeholders.
 Application of control measures.
 Evaluation of performance at different levels.

Articulating and Modeling Effective Communication Techniques

Articulation and modeling communication techniques involve expressing an idea in an explicit
and a clear manner. It establishes a very strong base of developing the core organizational
processes, structure, capabilities, management system and workforce.
Rationale or reason for articulating and modeling Communication Techniques
i. To translate and communicate the techniques/ strategies in the best form accepted
by the stakeholders.
ii. To maximize the strengths and minimize weaknesses of an organization.
iii. To cover the purpose, scope and strengths of business.
iv. To establish a strong foundation of developing the workforce, capability, structure
and the systems of the organization.
Effective communication Techniques to achieve the rationale are
 Listening  Expression  Taking criticism positively  Avoiding arguments  Understanding
the audience  Getting feedback
How to articulate and model communication techniques
i. Understand the strategy /technique.ie
 Be in a position to understand the rationale of the strategy
 Understand the scope of the technique i.e. activities it involves.
 Understanding the advantages of the organization in terms of maximizing its
strength, minimizing the weakness and mitigating the challenges.
 Understanding the present techniques /strategy used by the organization.
 Understand the challenges and opportunities that the organization faces
 Conceive the dynamic environment of the organization.
ii. Summarize the strategy /technique.
 Consolidate and distil the essence of the firms strategy /technique into a form
that is easy to be understood and communicated.
 Establish a readable and clear statement which communicates the organizations
strategy /technique.
 Establish the strategy /technique narrative which should be relatively brief.
 Define the strategy in the eye of executives beyond the current /present position.
NOTE: Articulation of a communication technique requires a clear understanding or
rationale for the articulation, a deep understanding of the strategy of the
organization and ability to summarize the strategy into capturing the organization’s
essence.

It is important for the organization to recognize the importance of adopting

communication strategies for every employee and every situation. Ways of
addressing one employee/colleague/situation at workplace vary depending on the
employee /colleague /situation. Thus, by appreciating the unique personalities,
understanding the organizational culture and learning a different communication
technique, it creates a good workplace and improves performance.

Guiding your personnel and adapting communication strategies require:

i. Knowledge of the colleagues/employees of the organization during the

interactions. It is easy to establish the dos and don’ts of the colleagues
/employees. However, in some organizations, the don’ts are clearly
stipulated.
ii. Choice of the channel i.e. the channel of communication is also key in
guiding the employees and colleagues in an organization.
iii. The best communication technique to be used; This allows swift and non-
resistance to communication techniques.
iv. Effective communication is very critical in the event of change in
organizations. Communications should be made regularly and clearly about
the change. This should be done in a manner that is informative, user
friendly, relevant and easy to access.
Considerations when adapting a communication strategy
 Honesty, timely, consistent and accurate information about the strategy.
 Clear explanation of the plans, vision and the expected benefits and the progress
of the strategy to be communicated.
 Issues and questions concerning the strategy must be addressed and captured
well.
 Maximize the participation in the adoption process by involving everybody.
 Encourage discussions and dialogues about the strategy.
 Ensure the strategy adapted addresses the unforeseen issues.
 Ensure effective communication. When guiding the personnel on the
organization’s communication strategy, the organization manager needs to:
 Keep the message simple though with deep meaning.
 When the relevance of the strategy is established by the employees, adapting it
will be easy and fast.
 Build behavior based on the organization and clients’ insights
 Use the; inspire, educate, and reinforce framework in mapping and delivering the
strategy.
 Think broader than just guarding and stay with the employees /clients and never
disappear.
 Be real in matters pertaining the strategy.

OUTCOME FIVE: CONDUCT INTERVIEW

- DEFINITION OF AN INTERVIEW
Interview: It refers to a formal meeting where someone is asked questions in order to establish
some issues related to them.
Non-verbal Communication techniques:
These are gestures, tone of voice, facial expressions, eye contact, posture, body language and
any other ways that people use to communicate without using language. REFER TO NON
VERBAL COMMUNICATION
Communication Strategies in interview situations
A range of appropriate communication strategies are
-Establishing rapport
-eliciting facts and information
-facilitating resolution of issues
-developing action plans
- diffusing potentially difficult situations
TYPES OF INTERVIEWS
 Face-to-face interview i.e. between two or more people.
 Panel interview.
 Group interview.
 The case interviews.
 Telephone/Skype interview.
 Sequential interview.
 Lunch/Dinner interview.
 Competency based interviews
.  Formal/informal interview
.  Portfolio based interviews.
 Second interview.

Importance of interviews
 Helps in selecting the most suitable candidate or team.
 Helps in knowing a lot of details on the personality of the candidate.
 It gives the candidate a chance to know more about the job/course applied for and the
organization.
 The interviewee and the interviewer get to know each other.
 Interviews are also helpful in promotions and transfers.
 Interviews increases goodwill.

Communication Strategies for interviews

i. Creating a rapport in an interview
Rapport refers to the connection between two people i.e. the spoken and unspoken
words that elicit the feeling of being on the same page. It is important in an interview
since the immediate impression of a person is very critical. It thus should be a priority to
any interviewee. A good rapport creates more similarities and minimizes the
differences.
Tips to developing a rapport;
 Smile.
 Establish and maintain eye contact.
 Deliver sincere greeting.
 Use the person’s name (interviewer’s name).
 Listen more and talk less.  Check on your/mind your body postures. 35 NOTE: In
developing rapport always remember that the first impression counts. Take a genuine
interest in the interviewer, organization and the job. Remember to match the
interviewer’s style in language and talk.

ii. Eliciting information and facts in interviews

 Getting information and facts is the main idea behind interviews.
 Interviewers need to use the questions, language and means to get the right
information and they should avoid sarcasm or obscure humor.
 Through use of questions, interviewers get the information they want and as well
guide the interview along productive lines
 Leading questions should also be avoided as they are not effective.
 Double negative type of interrogation should be avoided as well.
 In order to get the required information, interviews should be conversational and not
confrontational. Thus, interviews should be welcomed positively.
 Careful reviewing of the interviewee’s resume helps to know more about him/her.
This helps in getting important information that can be explained further by the
interviewer.
 As soon as the interview begins, it is prudent to explain the interview process well.
This will allow the interviewee to know what is expected of him/her.

iii. Developing interview action plans Interview action plans are beneficial and can help
throughout the interview process. It needs to be carried out before any interview in
preparation of the interview at hand. Interview action plans are beneficial as they give
the interviewee chance to prepare for questions, look into the organization and sell
themselves in the best way possible. Interview action plans require;(how to prepare for
interviews)
 Preparation for common questions (general questions).
 Researching into the company.
 Researching into the industry.
 Selling oneself.
 Revealing one’s network.
 Prepare for any concerns i.e. if you anticipate any concerns.
 Prepare for the gist i.e. why you want the job/course/opportunity.  Prepare for, “Any
questions?” part of the interview.
 Close on a positive note i.e. to make the interview memorable.
NOTE: In interviews, non-verbal communication cues matter a lot. In addition to the
spoken words, both the interviewer and the interviewee need to take charge of them
and act appropriately. They include;
 Eye contact
.  Confident handshake if possible.
 Effective gestures.
 Authoritative / Appropriate facial expressions.
 Initiating interactions.
 Voice tones.
 Giving full attention.
 Response to other’s non-verbal cues.

IMPORTANCE OF MAINTAINING INTERVIEW RECORDS

It is necessary to document and keep the interview records. This should be done
accurately and carefully in accordance with the organizational procedures. Maintaining
interview records is important as it gives chance for follow-up on the employee even
after he/she has been absorbed in the organization. It also gives chance for production
should their records be required for exhibits.

QUESTIONING TECHNIQUES IN INTERVIEWS

Effective questioning, listening and non-verbal communication techniques are used to
ensure that required message is communicated
In conducting interviews, questioning techniques is key. Interviewees answer questions
that they are asked; therefore, should an interviewer ask a wrong question, he/she will
get a wrong answer. Asking the right questions during an interview is at the core of
eliciting facts and information required by the interviewer.
Tips to use in questioning during an interview
.  Use open ended questions in finding more details, opinions and developing
conversations.
 Funnel questions should be used in finding more details about a specific point or
when gaining interest in an issue.
 Use probing questions to gain clarifications and draw information.
 Leading questions should be used with care because they don’t elicit much
information. NOTE: Listening during an interview is just as important as answering
questions. Without being attentive, it is possible not to give the best response or not to
get the question right. Listening skills are also very essential in building a rapport
between the interviewee and the interviewer.

Tips to use in listening during an interview

 Listen to the hidden question.
 Listen to the actual question i.e. the actual thing being asked.
 Ask for more information i.e. when you actively listen, you will know when to ask for
more information.
 Listen in order to get interviewer’s/interviewee’s attention.

NOTE: Non-verbal communication plays a big role during interviews. This non-verbal
communication matters as soon as one walks into the interview room and are
sometimes even more important than verbal communication. Tips to use in non-verbal
communication during an interview
 Make/maintain eye contacts with the interviewer.
 Smile and nod appropriately. Do not overdo it.
 Listen actively.
 Be polite and stay calm.
 Use appropriate facial expressions.
 Initiate interactions if possible
 Use of voice i.e. be audible enough.
 Give full attention to the interviewer.
 Sit upright, do not lean back.

HOW TO PREPARE FOR AN INTERVIEW

THE INTERVIEWER
Before an interview, the interviewer should
- Think about the purpose of the interview and what he intends to achieve
- Familiarize himself with any relevant information concerning the interview e.g. job
application forms, c.v. job requirements
- Choose a suitable time and place/venue
- In terms of noise free, well lit and spacious.
During the interview, the interviewer should
- Welcome the interviewee
- Incase the interviewee is nervous the interviewer has a duty to help calm him/her
- Give interviewee undivided attention by use of appropriate non verbal cues
- Be objective
- Give the interviewee adequate time to express themselves
- Avoid interruptions
- Give the interviewee time to ask questions at the tail end of the interview
THE INTERVIEWEE
Before the day of the interview, the interviewee should
- Do basic research about the organization e.g. products and services offered, full
name, the system design, what position they will be interviewed on and its job
requirements, current affairs
- Get to know the location, venue and the person to see when he/she goes for the
interview by visiting the organization in advance.
- Be in time for the interview by arriving 30-40minutes early
- Dress appropriately and observe good grooming
- Prepare original documents and arrange them accordingly in a folder starting with
the latest.

During the interview;

- Walk in confidently
- Offer a good morning or afternoon or evening
- Take a seat only after being invited to do so
- Sit in an upright position facing the panel
- Listen attentively
- Speak clearly. Don’t use sheng
- Maintain eye contact
- Avoid distractions
- Ask questions concerning the organization, job responsibilities, training etc
OUTCOME SIX: FACILITATE GROUP DICUSION
- DEFINITION OF TERMS
Group discussion: Refers to the systematic exchange of ideas, views and information about a
problem topic, situation or issue among members of a group who have some common
objectives.
Group members: Refers to the people who typically belong to a specific group of people
involved in attempting to achieve a common goal.
Agenda: Refers to a list of items that are discussed in a formal meeting.
Defining and implementing mechanisms to enhance group interactions.
Group interactions refer to dynamics of a team of people and the way they interact with one
another. Due to different personalities and views, conflicts are inevitable in groups since certain
individuals may have the potential of causing distractions to the tasks to be undertaken.
Therefore, there is need to establish and arrange clear ways of working together in order to get
things done.
In defining group mechanisms, group members have to take the following steps:
i. Organize the effort i.e. they have to establish the protocols for decision making as well
as conflict resolution.
ii. Support the member’s i.e. They have to establish the protocols for decision making as
well as conflict resolution. They also have to create a communication plan
iii. Definition of group mechanisms is essential as it creates a collaborative team that is
task focused and cohesive. When the group mechanisms eg by laws, are defined and
adopted, the group members must implement them and adhere to them. Thus, they
become a team with a common purpose. In so doing, the group members accept to:
 Identify and evaluate what is occurring amongst them in a nonjudgmental way.
Members of the group must treat themselves equally and with respect.
 Use active listening skills when engaging in group discussions.
 Make decision concerning appropriate words and behaviors while engaged in group
activities.  Adopt response which is appropriate to the group.
 Make/Express individual contributions /give individual opinion concerning an issue.

Strategies that encourage group participation.

The need to improve group performance and interactions is of great concern to any group or
organization. Group effectiveness can be improved by:
 Goal congruence i.e. members should develop the same goals that will pull them to the same
direction.
 Deliberation i.e. members must learn to think, reflect and calculate in a creative but
structured manner for effectiveness.
 Communication i.e. members should talk and listen actively and purposely.
 Information access i.e. members must be able to get information for group effectiveness.
 Distractions i.e. members should desist from interruptions especially when group businesses
are underway.
In order to encourage group participation, the following strategies should be adopted to
allow the group to tap into potentials, ideas and views of its members:
 Groups should develop and build teams with appropriate members. This will focus on
common purpose, strength and unity.
 Group should undertake techniques /steps that enhance and improve team creativity.
 Group members should be coached and trained to improve behavior, thinking and
communication skills.
 Effective facilitations and interventions of group meetings and events should be planned.
 Group members should utilize the appropriate in attempts to improve communication,
generation of ideas as well as group memory.
 Group members should know each other well thus knowing how to handle each other.
 Clear roles and responsibilities must be defined.
 Group members must break the barriers by asking, explaining or offering help whenever
appropriate.
 Group members should pay attention keenly and with utter respect to group issues.
 The feelings of the group members must be acknowledged

Setting objectives and agenda for group discussions.

For effectiveness to be realized, objectives and agendas of the meeting must be determined.
Importance of agendas/objectives
 To help group members to prepare for the meeting.
 To give the meeting structure.
 To allow the group leader to control the meeting/discussion.
 To give ways in which the meeting/discussions success can be measured.
 To allow group member to decide whether to attend or not

How to set objectives/agendas of the meeting.

In setting the meeting’s objectives/agendas, the following must be considered:
 Logistics i.e. the date, place and time of the meeting as well as the list of the expected
attendees.
 Objectives i.e. clearly indicate the purpose of the meeting
.  Housekeeping i.e. welcome and introductions, apologies and approvals of the previous
minutes. Any matters arising should be dealt with at this stage.
 Items i.e. the ‘meat’ of the agenda. Each item listed must be given a title, lead /presenter,
time allocated,
 Any other business {A.O.B}
 Close i.e. the chair’s remarks on the meeting, next meeting

Facilitating group outcomes

Facilitation is the process of guiding and directing key parts of the group work involving
members like meetings, trainings and planning sessions. However small or big the group
meeting is, it requires someone to take lead and guide the proceedings for the desired goals to
be realized. Facilitation is different from chairing a meeting as it involves:
 Guiding people to move through a process together.
 Focusing on how people participate in the learning or planning process.
 Being neutral and never taking sides i.e. the facilitator.
 Making sure that there is a democratic decision-making process.
 Understanding the goals of the organization and the meeting.

How to facilitate a meeting.

 By focusing on the climate and the environment of the meeting i.e. it must be very conducive.
 By focusing on the room arrangements and the logistics of the meeting.
 By focusing on the ground rules of the group and of the meeting. Focusing on the rules,
environment and logics as mentioned above, facilitation should take the following steps:
i. Meeting should begin on time.
ii. Facilitator should welcome everyone.
iii.Facilitator should make introductions.
iv.A review of the agenda, objectives and ground rules for the meeting should be done.
v.Participants should be encouraged to stick to the agenda.
vi.Detailed decision-making process should be avoided.
vii.Each item should be brought to closure.
viii Everyone’s rights should be respected.
ix The facilitator should be flexible in giving guidance.
x.Meeting results should be summarized and clearly state needs requring follow ups.
Xi The facilitator should thank the participants.
xii. The meeting should be closed.

Tips and skills for good facilitation.

For good facilitation, the facilitator should:
 Watch the body language of the group.
 Summarize and pause after every part/item is handled completely to allow people
comprehend what has been said.
 Be conscious of his/her behavior.
 Focus on the group members and not the walls, blackboards or newsprints
 Be careful with his/her speech.
 Be conscious of your posture. Intervening in case of disruptions in meetings.
 Let the group decide on the action to be taken.
 Make use of the ground rules and agenda to decide.
 Be honest and openly say what is going on without taking sides
.  Use humor to ease tension if any.  Accept or legitimize a deal.
Evaluation of group communication strategies.
Effective communication is key to group development and realization of the predetermined
goals and objectives. Thus, the group should spare time and evaluate the communication
strategies and their effectiveness. Evaluating group communication strategies involves:
 Establishing the parameters to be measured
 Deciding on the type of evaluations to be conducted
 Carrying out the real evaluation by Establishing the parameters and boundaries of the
evaluation. This involves:
 Picking one or two communication types to be evaluated
 Focusing on the aspect of study that makes evaluation more useful
 Establishing the stages of communication to measure
 Connecting the evaluation to the end goal  Creating the baseline for the evaluation if possible
 Establishing milestones for the evaluation

Deciding on the type of evaluation to be conducted.

This involves:
 Using qualitative analysis to determine the scope of the communication strategy
 Trying surveys to figure the people getting the message
 Using consulting groups/experts to determine the effectiveness of the strategy
 Requesting informal feedback to get their perceptions
 Check the impacts of the strategy

Implementing the real/actual evaluation.

This involves:
 Measuring results against the set milestones
 Reevaluating and refocusing the milestones needed
 Establishing rewards for meeting targets/milestones set
Reasons for evaluating communication strategies.
 To improve communications process.
 To get reactions and suggestions necessary for improvement
 To track completed communication presentations events and reports
 To track feedback from audiences or stakeholders

Intervening in case of disruptions in meetings.

 Let the group decide on the action to be taken
.  Make use of the ground rules and agenda to decide
.  Be honest and openly say what is going on without taking sides
.  Use humor to ease tension if any
.  Accept or legitimize a deal.

Identifying and addressing specific communication needs of people.

Effective communication in a group requires that the specific communication needs of
members are identified and addressed because prudent people have different communication
needs. It is prudent to consider every member of the group and address their needs
accordingly. Identification of the specific communication needs must be done at the very initial
stages of group engagement i.e. during the first meeting as soon as possible thereafter. This
should happen proactively ie controlling a situation before it gets out of hand and
opportunistically ie as they arise, though not retrospectively ie dealing with situations that have
happened.
Having noted the specific communication needs of the members, the specific support required
to address these needs must also be identified and provided. In identifying these needs, there is
need to abide by the existing legal requirements like the Mental Capacity Act 2005 and the
Protection Act 1998.
How to identify the communication needs.
 Asking for members to self-define their specific communication or information needs.
 Asking individuals about their communication needs by a member of the group upon meeting
of the group activities.
 Giving people a minimum of two options of identifying/explaining their needs thus getting
suitable way for the majority.
 Asking the members to advice the group of their information or communication needs via
inclusion of a request in the ‘generic’ letter.
 Including ‘standard line’ as part of the correspondence in attempt to encourage all members
to engage the group should they have communication needs.
 Using existing data about the group members to get the communication needs

OUTCOME SEVEN: REPRESENT THE ORGANIZATION

INTRODUCTION
To represent means to act on behalf another person or Organization. When participating in
internal or external forums, presentation is relevant, appropriately researched and presented in
a manner to promote the organization. Employees are the organization’s ambassadors and
representatives to the visitors and the society. They need therefore to maintain good relations
with the internal and external stakeholders. The organization should have a clear, precise
means of conveying information to the internal and external world. Internal communication is
when members of the organization exchange information with each other. It entails exchange
of information and ideas within the organization. External communication involves exchange of
information between the organization and the outside world or the publics.
Presentation techniques
The following should be considered when making presentations within and without the
organization
 Portray positive image of the organization.
 The presentation should be relevant to the topic.
 It should be clear and concise in line with the objectives.
 It should portray good mastery of the content/subject matter by the presenter.
 The subject should be well researched.
 Maintain eye contact with the audience.
 Make use of facial expressions.
- Presentation is clear and sequential and delivered within a predetermined time
The following aspects should be put into consideration when developing a presentation;
 Purpose of the presentation
 Who is the audience? In terms of characteristics like age, gender, needs, knowledge etc
 Mastery of the content/subject
 Keep it simple
.  What are the most important parts of your topic for the audience to take away?
 The message should be simple and clear.
 Make use of illustrations to support your key points.
 Exhibit confidence and passion about what you are presenting on.
 Portray a sense friendliness and connect with the audience.
 The presentation should orderly and logical.
 Time allocated for the presentation should be adhered to.

The Structure of a Presentation

i. Purpose: Determine the learning objective and goal of the presentation. Focus on the
main points the audience will gain from the presentation.
ii. Know the audience: In terms of characteristics like age, knowledge, background,
seniority, gender etc.
iii. Start with a bang: Catch the audiences’ attention and provide them with a reason to be
interested in the presentation
iv. Body of Presentation: Begin with the introduction, then main points and conclusion. All
these should be directly linked to the purpose of the presentation
v. Closing the Presentation: Have a strong closing as it is the final impression you will
leave with the audience.
Appropriate media is utilized to enhance presentation
The choice of media for the presentation is critical. You should select the media that best suits
your message and is appropriate for your audience.
Presentation forums eg
 Meetings, seminars, workshops
 Printed media (newspapers, magazines, posters)
 Audio visual media (television, radio)
 Electronic media (internet, email, face book etc.)
Multimedia utilization in presentation
Multimedia/ computer based media is the use of different presentation medium at the same
time. Multimedia involves use of a combination of text, sound, and/or motion. Multimedia
includes any technology that utilizes both graphics and sound in a digital form e.g. use of
power point presentations. The advantage of using multimedia in presentation is that the
information being conveyed is easily understood by the receiver. The audience also gets a clear
grasp of the concepts being presented. This is because it involves not just the use of
narration/texts but incorporates the use of graphics.
The considerations on choice of the appropriate media include:
 The characteristics of the audience
 The form of the message/content to be communicated
 The urgency of the message  Organizational policy
 Security and privacy of the message
 Cost
 The venue of the presentation

The skills that one needs to adopt to ensure other views are include;
 Negotiation skills
 Agreeing and disagreeing politely
 Allowing others time to express their views
 Interrupting politely
 Openness and flexibility
 Showing empathy

Methods of written communication

Handouts: Handouts are appropriate for delivering information that audience members can
take away with them.
Letters: Letters are used to communicate to individual clients. They also contain information
that is not meant for the public. The receipts in most cases are expected to make written
responses.
Posters: These are used to communicate a variety of clients. They should be brief and precise
and communicate the message in a simple way. They are often used for public information.
Banners: They communicate to a wide range of clients and can incorporate the use of graphics.
Circulars/Memo: These are used to communicate within the organization.
Written communication is often meant for literate audiences.
It is however important to make the following consideration when preparing to communicate
in written form;
 Level of literacy of the audience
 Urgency of the message
 Organizational policy
 Confidentiality of the message
 Appropriateness of the written media

HOW TO RESPOND TO CUSTOMERS ENQUIRIES

Clients’ concerns should be addressed promptly, professionally and satisfactorily.
This involves;
 Acknowledging the customer views.
 Listen carefully and keenly.
 Demonstrating your willingness to help the customer.
 Give the client assurance that you will make effort to address their enquiries.
 Encourage the customer to give all details about their enquiries.
 Reduce the response time by getting back to the customer promptly.
 Gather all the information needed to respond to the enquiry. This will ensure follow up
enquiries are reduced to the minimum.
 Prioritize the customer enquiries by having a list of all the enquiries, the persons to be
contacted and the time for responses.
 Ensure responses are responded to with speed and accuracy.

Handling client inquiries over the phone

 Pick the call promptly.
 Greet the client politely.
 Identify the organization by name.
 Inform the client to whom he/she is speaking.
 Find out the reason why the client is calling.
 Keenly listen to the client’s enquiry.
 Take notes if necessary.
 Ensure you repeat the information to the client to show the customer you have understood
the question.
 Offer the client a solution if in a possible to do it, or assure him/her when you will get back to
them