Business Communication – Introduction Notes

Business Communication is the ability of a group of individuals to speak the same language
internally and externally towards business promotion. Business communication is one of the
most important tool for an organization to succeed in a professional manner. Communication
that takes place in an organization between its employees and management team is crucial to
business growth and must reflect a common goal towards which every member of the
organization is working. This common goal gets permeated into every Employee’s role
through set of communication like vision, mission, business objectives, financial Goals etc.
Thus, it is of paramount importance to comprehend the real contribution of Business
Communication to organizational growth. This understanding will pave way to groom oneself
on the various aspects of communication making it an effective one in the longer run.

What is Communication?

The word communication comes from a Latin word ‘communicare’ which means
to ‘share’ or ‘participate’.

Communication is the process by which we exchange meanings, facts, ideas, opinions or

emotions with other people. It is the art of exchanging opinions, thoughts, facts and ideas in
an emphatic manner so that the person at the other end receives and understands the subject
matter involved clearly and perceives it in the same way it was intended by the sender.

According to Peter Little, “Communication is the process by which information is

transmitted between individuals and/or organizations, so that it results in an understanding
response.”

Business Communication has become an absolute requirement for all organizations for
various reasons, such as:

 It acts as the basis of organizational growth in terms of human and public relations
 It widens the outlook of people making them understand the business scenario from a
broader perspective
 Business Communication enhances the overall relationship maintenance capabilities
of the organization
 It empowers the organization to handle public relations in an effective manner
 It increases personal productivity and confidence of all in the organization by multi-
fold levels

Objectives of Business Communication

 To provide the right information to the right person at the right time so business
processes are on track at all points of time
 To seek as well as offer advice to the needy at the right time in the right manner so
business processes continue in a hassle-free manner
 To counsel people on issues that will enable smooth flow of activities through
positive relationships
 To issue the right kind of instructions to appropriate levels of management
 To emphasize discipline and systematic approach across all levels in the organization
 To foster upward communication which contributes in improving the morale levels of
Employees, across all levels in the organization.
 To keep all concerned parties well informed about the organizational policies and
principles. This will motivate every employee to participate in the developmental
activities aimed towards achieving business objectives

Importance of Business Communication

 Business Communication is an indispensable component of all management

functions. Motivating, supervising, directing and planning all require effective
communication.
 It links superiors to subordinates and fosters mutual understanding among them
 It is a two-way communication system that stimulates initiative and creativity among
subordinates
 Effective business communication eliminates the possibility of misunderstanding,
thereby leading to job satisfaction and increased morale of employees and results in
sound human relations within an organization
 Effective communication is necessary to build meaningful relationships between
management and workers that aids in growth of manpower and trade unions
 Business Communication helps in maintaining public relations by creating and
projecting a positive image of the organization to the customers, government,
suppliers etc.
 It aids in motivating the employees and boosting their morale by fostering a positive
attitude and inspiring people in an organization
 Business Communication is imperative for effective decision making

Communication Process

Communication is a systematic and continuous process of telling, listening and

understanding. It involves a sender, the transmission of a message through a selected
channel/medium and a receiver. It is a two-way communication process concerned with
sharing and understanding information in an effective manner.

(1) Source/Sender – The Sender/Source is the origin of the idea or message. It may be an
individual or a group. The sender conceives the idea, prepares the message, selects the
channel and transmits the message to the receiver.
(2) Message – It is any signal that triggers a response from the receiver. It may be a verbal
(written or spoken) or nonverbal (body language, silence, appearance, sound, sign etc.).

(3) Encoding – Translation of an idea into a message appropriate for transmission by the
source/sender is called encoding. While encoding a message, one must consider –

 What contents to include?

 How will the receiver interpret it?
 How it may affect one`s relationship?

(4) Channel – Channel refers to the means through which the message travels from the
sender to the receiver. The channel maybe mass media such as T.V., newspaper, radio or
interpersonal channel such as telephone, email, correspondence etc. Selection of a channel
depends upon:

 The message to be communicated

 Importance of the message
 Number of receivers
 Availability of channel
 Cost and effectiveness of channel

(5) Receiver – It may be an individual or a group of individuals for whom the message is
intended.

(6) Decoding – It refers to the process through which a receiver translates the encoded
message, symbols etc. understands it and interprets it to from certain meaning.

(7) Feedback – It is the reaction or response of the receiver to the message sent by the
sender. The response can be based upon a clear interpretation of the message or on a
misunderstood or misinterpreted message.

Features of Communication

(1) Communication is a Science

Communication is basically more of a science than just a mere skill set. Effective
communication skills involve use of:

 Psychology – Deals with personality, attitudes and temperament, perception levels

and persuasion skills
 Anthropology – This aspect deals with Body language which plays a crucial role in
effective communication
 Sociology – Deals with larger number of diversified population and their opinions
(2) Communication is a give and take Process

Any communication is effective only when it is understood in the appropriate manner by the
receiver as intended by the sender. It can be referred as a two way process in which both the
ways namely conveying and receiving is perfect.

(3) Common goal makes communication successful

Communications become highly effective when goals and targets to be achieved are clearly
understood by both the communicator and the receiver. Thus communication is termed as a
goal oriented process when it comes to organization management.

(4) Communication is a continuous process

Effective communication is an ongoing process of telling, listening and understanding.

(5) Communication is an active process

Communication is an active process that changes with the changing environment and mindset
of people.

(6) Communication has no boundaries

In a typical business scenario, Communication does not have any boundaries or limits.
Communication prevails at the lower levels in the organizations as much as it is spread across
middle and top management levels.

(7) Communication is incomplete without a receiver

Communication requires at least two human beings. The two people involved in
communication are the communicator and the receiver. Without a receiver, nothing gets
communicated by the communicator.

(8) Communication elicits reactions and responses

Effective communication is one that elicits appropriate reactions and responses in people at
the receiving end. When the communicator has effective persuasion skills the receiver gets
influenced, eliciting a desired response. A good communicator is one who is able to deliver
information sought by the receivers.

(9) Communication has multiple purposes

Different types of communication are carried out for achieving various kinds of purposes.
While some communication aim at solving problems, some are carried out to enable
uninterrupted workflow. Communication is used as a tool to share information as well as for
the purpose of socializing.

(10) Communication happens in multi-fold ways

Communication is that aspect of sharing information which does not depend on any single
medium. For instance, communication does not solely depend on expressions through words
in oral or written form alone. The gestures we make, the symbols we use to communicate
certain ideas and facts and the sign language used to show emotions, all are part of
communication. Many a times, signs, symbols and gestures communicate the intended
message more clearly than words.

Contribution of Effective Business Communication to Organizational growth

(1) Boosts morale and acts as a Motivator

Strong communication skills act as a morale booster in a typical business environment.

Organizations with people who have good communication skills foster the best climate for
business achieving business prosperity in every possible manner.

(2) Rapid advancements in terms of technology

Effective communication skills act as direct pointers to technological advancements in

organizations. Be it the understanding of the technology or introducing the same for business
development, effective communication skills is of paramount importance.

(3) Handling the labour force in an effective manner

When it comes to typical Industrial scenario, handling the laborers in a satisfying manner and
conflict management through effective communication skills becomes mandatory. Effective
communications skills act as the basis of negotiation skills, convincing skills which in turn
help an organization to handle Trade Union demands and conflicts in a professional manner

(4) Handling relationships in a matured manner

Effective communication skills help in managing relationships in a friendly and successful

manner. Be it peer to peer communication or top to bottom interactions, appropriate skill sets
related to communication help in fostering relationships in organizations.
(5) Understanding the behavioral and psychological aspects of humans

Effective communication skills help employees as well as the Management teams to

understand each other. When people are handled based on their behavioural capabilities and
psychological aspects, the interactions and outputs from the same are developmental.

(6) Customer handling and branding activities

In today’s competitive business environment, organization development depends mainly on

the effectiveness of Branding and Marketing activities. All organizations with astounding
communication skills succeed in reaching to their customers through their marketing
communication skills.

(7) Maintaining effective Public Relations

Communication plays a crucial role in maintaining public relations that encompasses

interactions with vendors, Government Agencies, Suppliers and many other groups that are
involved in business activities.

 Modes of Communication

Communication between people can take place through different means. The basic means of
communication are Verbal and Non-verbal.

Verbal Communication can be divided in to two categories:

 Oral Communication
 Written Communication

Non-Verbal Communication can be divided in to two categories:

 Sign Language
 Body Language

Sign Language under non-verbal communication can be further divided into Audio Signs and
Visual Signs.

The term Verbal Communication refers to all communication that uses words to express
what people want to express. Verbal Communication can be either in spoken or in written
form.

While Non-verbal communication refers to communication that takes place through use of
body language, audio and visual signals.
Channels of Communication

Irrespective of the mode, communication happens through different channels. There are
usually formal channel and informal channel of communication.

Formal communication, as the very name represents, takes place between superiors and
their reporting staff in organizations or the organization and its customers in a formal manner.
Formal communication involves fixed standards and guidelines which have to followed in
order to communicate a message.

Informal Communication has no fixed standards or guidelines but happens in a haphazard

manner in organizations. Informal Communication prevails more in the middle and lower
rings of the organizations.

Types of Communication

Based on the nature and flow of Communication, it can be divided into three types namely
Upward Communication, Downward Communication and Horizontal Communication.

Upward Communication is the concept of new age Management and is also termed as
Upstream Communication. When the employees down below are able communicate about
their grievances and complaints to their higher ups, it is termed as Upward Communication.

Horizontal Communication can said to be the backbone of organizations. Also termed as

Lateral Communication, this type of communication happens between heads of the
Department who are in decision making capacities.

Downward Communication happens from the top level to the bottom level employees.
Announcing policy changes from time to time, modifications in strategies and other
employee related communication falls in this category.
7C / Characteristics / Principles of Communication
Good communication is something that does not happen all by itself. A communicator must
have clear understanding of the communication process and must take conscious efforts to
accurately communicate the intended message to the receiver in an appropriate manner. Some
factors also known as 7C of communication or Principles of Communication must be
followed by the Communicator for the purpose of effective communication. These 7C of
communication or Principles of Communication are:
7C of Communication
 Complete – The message must contain all facts needed for desired reaction.
 Clarity – There must be clarity in terms of thought and expression.
 Concise – The message must be to the point and all unnecessary words must be
eliminated.
 Courtesy – One must communicate in a friendly and polite manner.
 Correct – All facts, words, language, information of the message must be accurate.
 Concrete – The message to be communicated must be specific and not vague.
 Consideration – One must understand the emotions and sentiments of the receiver.
The 7C of communication above are also known as principles of communication. A
communicator must focus on these principles of communication in order to effectively
communicate a message to a receiver. These principles of communication have been
explained below:
Principles of Communication
(1) Completeness of information
It is the responsibility of the communicator to think end to end before communicating
information to the targeted audience. When end to end planning is not done by the
communicator, it paves way for the recipients to guess or imagine the untold information in
their own manner. This leads to misinterpretations and confusions in a typical business
environment fostering Grapevines. For instance, when a communication is shot out calling
for a meeting, it is the responsibility of the communicator to provide information about the
agenda of the meeting (why), the venue of the meeting (where), participants in the meeting
(who), information to be provided by the participants (what) and the date and time of the
planned meeting (when). When the communicator fails to cover all this information in his
communication, it leads to people asking these questions one by one causing effort and time
wastage for all parties concerned.
(2) Clarity in Communication
Clarity in Communication is the most important aspect since lack of the same defeats the
whole purpose of Communication. The communicator must have enough clarity about what
and to whom he is planning to communicate. He must structure the communication message
keeping in mind the comprehension levels of the receivers. The communication must be
translated in such a manner that it is perceived in the same way as intended by the sender.
Use of simple words that can be understood by all, avoiding jargon and clichés that are not
understood by everyone will add clarity to the information to be communicated. Avoiding
words that convey double meanings and words that may create ambiguities in the minds of
receivers will help maintain clarity in what is communicated.
(3) Crispness in Communication
Crisp and precise communications yield the desired results faster than long tiring messages.
Remember, brevity (concise and exact use of words in writing or speech) adds immense value
to communication. The communicator must ensure he uses minimum number of words to
convey exactly what he intends to communicate. Long messages dilute the core of the
message making the reader feel bored. One must prepare the message and then go through the
same again and again till it concise. Crisp communication conveys the precise message that
needs to be communicated within a short span of time.
(4) Practice Courteous communication
Courteous and polite communication has more reach to the targeted audience than an
authoritative one. Ensure professional terminologies are used in the communication. Make
the receiver feel respected so the anticipated response is received. Use words like Thanks and
Sorry. These create positive vibrations in people fostering positive relationships in the long
run. Avoid negative phrases while communicating to others even when the omission in on
their part.
(5) Correctness of information communicated
It is the responsibility of the communicator to collect information that is authentic and
accurate, before communicating it to others. Wrong information sent to managers who are in
decision making positions may lead to wrong decision making. This may cost money and
reputation to the organization if the communication is sent out to external people. When
wrong or inaccurate information is communicated internally, it may cause unnecessary
confusions among the employees leading to productivity loss and loss of faith in the
Management team. Hence one must communicate only after ascertaining the authenticity and
accuracy of information. Communicating authentic, correct information at the right time in an
appropriate manner increases the credibility of the communicator within the organization as
well as in the eyes of external associates.
(6) Consideration is the key to Communication
Before communicating a message one must step in the shoes of the receiver. The
communicator must understand the background, psychological and behaviour of the receiver
and translate the message in a manner that will be well understood and positively perceived
by the receiver. The message must be structured keeping in mind the emotions and sentiments
of the receiver. When communicator focuses on understanding the receiver, it automatically
fosters positive vibes in the receiver to understand the communicator.
(7) Concreteness and Conscious use of Body Language
One must ensure that the communication message sent is framed in an objective manner
rather than being subjective. A subjective approach may lead to partial responses from the
receiver. A subjective approach in communication may not get a positive response from the
targeted group. Hence, the message to be communicated must be specific and not vague.
Body Language also plays a crucial role in Business Communication. Body Language has to
be in line with the verbal communication taking place. Any mismatch will create animosity
and lack of faith between the concerned parties. One must also pay attention to the feedback
and reply in an empathetic manner according to the response.
Types of Communication – Upward, Downward & Horizontal
Organizations survive on communications, communication in an organizations may be multi-
dimensional or multi-directional. Right set of communication at the right time from the right
desk spreads positive vibes across the organization. Understanding of different types of
communication helps to determine the direction of communication.
Formal Communication in organizations is highly structured and work within a set of
disciplines. Communication may flow top to bottom when important decisions and
announcements have to be passed on to the workforce or from bottom to top when complaints
and grievances have to be communicated to the top management. Depending upon the flow
of Communication, there can be four types of communication namely Upward
Communication, Downward Communication, Horizontal Communication and Diagonal
Communication.
Types of Communication – Upward Communication
Upwards Communication is the concept of new age Management and is also termed as
Upstream Communication. Modern day Managers believe more in participative Management
techniques which increases the satisfaction levels of work force. When the employees down
below in the organizational hierarchy are able communicate about their grievances and
complaints to the top management, it is termed as Upward Communication. Hence, upward
communication involves flow of information from the lower levels to higher levels in an
organization.
Role played by Upward Communication
Among all types of Communication, Upward Communication is very crucial to any
organization that aspires to succeed.
 Employees in organizations get exposed to value adding systems and procedures
practiced in other organizations through their acquaintances. When they are allowed
to make suggestions to implement the same in their organization, Managers must
listen to them. When good suggestions are implemented within the organization, the
feeling of belonging created in the Employee who suggested the same and fosters a
friendly environment.
 Accepting feedback from Employees from time to time encourages them to talk out
openly about systems and attitudes that do not add any value to the organization. This
paves way for continuous development of the organization.
 When employees escalate their grievances to Managers, sympathetic listening assures
the employees regarding grievance redressal. This creates a tension free environment
making the work place a highly productive one.
 Hearing to Employees when they communicate their creative ideas will encourage
them to accept changes implemented in the organization from time to time. Change
Management will be easily practiced by the Employees. This will simplify the life of
the Management who will be able to implement newer systems and practices for
development from time to time.
 The most important advantage created by fostering Upward Communication is the
high levels of co-operation it elicits from the employees for Management decisions.
This is mainly due to the faith created by Managers over a period of time.
Setback in Upward Communication
Though organizations might want to encourage Upward Communication, the idea may face
setbacks due to a couple of factors.
Psychological Factor
From Employees’ perspective – Not all employees may believe in the idea of communicating
all that they feel to their higher up for the fear of losing their job
From Manager’s perspective – Not all Managers encourage suggestions from their lower
downs due to their ego and feeling of superiority
Hierarchical Factor
Managers may insist in following the hierarchy to safeguard their own interest. This may
make them put down even the best of value adding suggestions or ideas generated by
employees reporting to them. In such cases, organizations may encourage the Employees to
approach the Ombudsman (an official appointed to investigate individuals’ complaints
against a company or organization) appointed for the purpose whose main responsibility is to
reconcile the difference between positions.
Types of Communication – Horizontal Communication
Horizontal Communication can say to be the backbone of organizations. Also termed as
Lateral Communication, this type of communication happens between heads of the
Department who are in decision making capacities. Department Heads have to be constantly
interacting with each other in order to ensure smooth functioning of the organization.
For instance, the Sales Department Head needs to ensure that enough stock of products is
available for his sales team to procure orders from Customers. This necessitates that he
interacts with the Stores Manager to ascertain the same. The Stores or Purchase Manager
needs to be in constant touch with the Head of Finance Department to ensure that money is
paid for purchase of products on time to satisfy the demands of Sales Department. The
Finance Department Head in turn follows up with the Collection Team to ensure enough
Finance is available to procure products to satisfy the Purchase Department needs. The
communication that happens periodically between the Department Heads who are all at the
same levels in the Organization is termed as Horizontal or Lateral Communication.
Types of Communication – Downward Communication
Downward Communication in organizations is as much important as Upward
Communication. Downward Communication happens from the top level to the bottom level
employees. Announcing policy changes from time to time, modifications in strategies and
other employee related communication falls in this category.
The positive aspect of downward communication is the high levels of faith such
communication created on the Managerial level. The transparency aspect of downward
communication makes employees lower down feel safe, increasing their loyalty levels to the
organization in a multi-fold manner.
The negative aspect of Downward Communication is resistance of the Employees to accept
any change communicated by the Manager or the Management. This may lead to unwanted
politics in the office creating animosity in Employees towards their Managers. Such
animosity may take a toll on the productivity levels causing loss to the organization.
Types of Communication – Diagonal or Cross Wise Communication
Diagonal or Crosswise communication refers to the communication that takes between
employees of an organization irrespective of the reporting chain and hierarchical structure. It
involves employees communicating to other employees working at lower or higher levels in
an organization. Diagonal Communication usually takes place in form of informal meetings
and helps to improve coordination between different departments and boost moral of the
employees.

Difference between Upward and Downward Communication

Communication Barriers – Overcoming communication barriers

Communication Barriers refers to any interference, gap, distortion that may prevent the
communicating parties to interact and understand each other effectively. Communication
barriers may be in form of a physical walls, technical glitches, organizational policies or
psychological issues.
Communication is an art which gets better with practice. It requires a lot of conscious effort
to understand the manner in which one must communicate. Such learning must encompass
the right timing and environment to communicate the right message. Many factors act as
barriers to effective communication, some of these communication barriers are:
 Language, Grammar and Semantic Barriers – Communication becomes difficult
when people trying to communicate do not know a common language. Even when
two people share a common language, improper usage of grammar and semantics
(study of meanings) leads to communication problems. Hence the sender must choose
his words very carefully and encode the message in a manner that is easily and
correctly understood by the receiver.
 Psychological Barriers – Motivation, attitude, perception and other psychological
attributes of person may influence the way a person interprets a message. Highly
motivated individuals with positive attitude are empathetic listeners and may perceive
bad news as an opportunity to do better. Low self-esteem and low confidence levels
make people snug into their shells when it comes to communication. People who feel
their communication skills are bad tend to have inferiority complex which will
deteriorate their communication levels further. Lack of knowledge on the subject
matter also creates fear in the minds of people and pulls them back psychologically
from communicating freely.
 Physical Barriers – Physical objects, people or distance may make it difficult for the
communicating parties to communicate effectively.
 Organizational Barriers – Communication may be restricted due to the rules,
regulation, reporting chain and guidelines laid down by the organization. For e.g.
Union workers may not be allowed to directly talk to the management but can
communicate only through union leaders. In such a case, grievances of the workers
may not reach the management or management may receive incomplete information.
 Personal Barriers – People who are differently abled may face communication
problems by virtue of their physical condition.
 Cultural Barriers – Culture of the people may restrict them to be part of some
conversations. Also, the same words, phrases, symbols, colours, actions, gestures may
mean different things to people belonging from different cultures. While some
countries encourage calling people by their second name as respect, some countries
prefer the respect to be shown by calling people by their first name.
 Technological Barriers – Oral Communication and Written communication majorly
take place via use of communication technologies like phones, tv, radio, emails etc.
any technical fault may hamper effective communication.
 Social Barriers – A person`s ability to communicate also depends upon his status in
the society, family background, designation, social class etc. People who are status
conscious many times develop a superiority complex and prefer to communicate with
people belonging to their social class and refrain from communicating with people
they feel are inferior.
Other Communication Barriers
 Wrong Assumptions – It is always a good practice to understand the complete
picture before falling into conclusions. Particularly when it comes to a business
scenario, assuming things many a times spoils the complete plan. For instance, when a
customer wants to meet you, it is important that you understand the venue where he
wants the meeting to happen, the agenda of the meeting, travel arrangements etc. The
customer might have been under the impression that pick up would have been
arranged for him. Assuming that he will reach the venue of the meeting making his
own travel arrangements may lead to confusions.
 Noise – It refers to any interference that prevents sound signals from reaching the
receiver properly. It may be noise due to machines in a factory, or distortion in TV,
Radio or Telephone signals that hamper oral communication.
 Lack of Planning – An unplanned, unstructured message, delivered at an
inappropriate time hampers effective communication.
 Selective Perception – When the receiver selectively sees and hears information
according to his own needs, background, expectations, motivation, experience etc.
and filters out information depending upon his own interests it is known as selective
perception.
 Information Overload – When people are loaded with too much information, they
are bound to make errors. Too much information may bore or frustrate a reader
leading to misunderstanding and improper feedback.
 Poor listening and retention – Poor retention or listening on the part of the receiver,
spoils the very essence of communication. The receiver lacking these skills loose
interest very easily and retain incomplete information.
 Conflicts in terms of understanding – An organization comprises of various
Department which work in conjunction to achieve a common goal. Common goals are
generally split into simpler ones so each Department can be assigned tasks relevant to
them. When the split-up goals are unclear and are divergent to the common goal,
conflict in interest is caused. This results in communication breakdown.
 Change Management and time gaps – Different people accommodate to changes in
different ways. The time period taken to accommodate any type of change also differs
from one person to another. Any communication that happens during the change
management sequence may not be well received by all concerned creating
communication breakdowns. This time gap acts as one of the major barriers to
effective communication in business scenario.
 Transmission loss of communication – The general tendency of communication is to
lose the original essence as it passes many ears and mail boxes. The more the
transmission happens, the more diluted the communication becomes. Frequency of
transmission thus acts as one of the major barriers to effective communication.
 Offensive Style – An offensive style of speaking makes the receiver defensive or
impatient and may lead to poor relations between the communicating parties.
 Filtering – If the sender manipulates the information communicated in a way that it
seems favorable to the receiver, it is termed as filtering. In order to impress the
superiors, employees may ignore or choose to omit some valuable information which
leads to ineffective communication.

Overcoming communication barriers

Communication barriers stop people from developing their current skill sets as well as
acquiring new skill sets. Some easy ways to overcome communication barriers are given
below which can be consciously practiced on a day-to-day business scenario.
 Consciously avoid wrong or negative perceptions
 Practice to listen empathetically, patiently and effectively
 Use appropriate language, channel of communication, mode and time for
communication
 Encourage open communication to overcome communication gaps
 Understand and perceive things in the way they are being communicated by asking
questions for clarity whenever required
 Drop egoistic individualism to understand issues in the right sense
 Consciously avoid getting into an inferiority or superiority complex mode
 Ensure proper planning before communicating a message
 Constantly work on improving your vocabulary and learn to use appropriate words in
the right places
 Strive hard to create an environment that is highly synergistic
 Understand the receiver and his emotions while receiving the communication
 Create an environment that will foster transparent communication
 Encourage people to participate in two-way communication
 Practice and implement effective use of sign and body language
Oral Communication – Advantages and Disadvantages
Verbal communication where words are used in speech is termed as Oral Communication.
Oral Communication happens both in a formal and informal manner in organizations. Oral
Communication in organizations acts as a binding factor since it adds a personal touch
between people who interact with each other in an organization.
Advantages of Oral Communication
 One of the main advantages of getting involved in oral communication is the
immediate response it elicits out of people. Whenever one needs an immediate
response and cannot afford to wait for a long period of time, oral communication
comes in handy. It offers the advantage of elaborating, justifying or clarifying issues
within a short span of time since there is no intermediary between the concerned
parties communicating.
 It increases the understanding levels between the speaker and the receiver(s). This
enables all people concerned to be on the same page at all points of time
 It saves a lot of time and energy to all concerned by facilitating quick decision making
during conversations
 It enables the speaker to groom his public speaking skills in terms of body language,
choice of words and confidence levels while addressing a group of people
 It breaks the barrier between different management levels in the organizations
bringing team players close to each other
 Oral Communication helps to save money spent on stationery and communication
tools since it happens between the concerned individuals in a direct manner
 It provides a personal touch to the issue discussed. This makes interactions positive
and pleasant fostering a healthy climate in organizations
Limitations of Oral Communication
 Oral Communication in organizations typically takes place between groups of people
belonging to different Departments. When sensitive or crucial issues are discussed,
making one or few people responsible becomes a tough job
 Oral Communication in meetings or brain storming sessions may extend for long
duration of time. This will be highly detrimental due to the delay it causes in related
activities
 It is not a suitable medium to pass on lengthy information since such information
requires assimilation at the receiver’s end
 It may many a times defy the memories of both the speaker as well as the listener.
 It is generally considered invalid for legal and statutory purposes.
 It calls for cogency and proper presentation, lack of which may cause undesirable
misunderstanding between what is communicated and what is understood.
 It has the risk of getting into the wrong alleys since the emotions of the speaker get
influenced by the reaction of the listener. This necessitates handling the
communication with high maturity levels in an objective manner
Importance of listening in Oral Communication
Listening plays a crucial role when it comes to Communicating Orally. Oral Communication
is incomplete without listening. While the speaker communicates the intended information
orally, the listener plays an equally crucial role to make the communication a successful one.
Speaking and Listening go hand in hand. The success of a Communicator lies mainly in the
patience level of a Listener. While good listeners elicit the maximum value out of the
speakers, bad listeners tend to spoil the very intention of oral communication.

Listening – Types, Barriers, Effective Listening

Listening plays a crucial role when it comes to Oral Communication. While a speaker
communicates the intended message orally, the listener plays an equally crucial role to make
the communication a successful one. Speaking and Listening go hand in hand. The success of
a Communicator lies mainly in the patience level of a receiver. While good listeners elicit the
maximum value out of the speakers, bad listeners tend to spoil the very intention of oral
communication.
The Art of Listening
Owing to the overflowing nature of information on a day-to-day basis and the limitations of
human memory, it becomes mandatory to improve listening skills in a conscious manner. It is
a crucial skill set that adds immense value to communication. It can be of many types
depending upon the purpose, context and characteristics of the speaker and listener. It can be
an internal or external activity.
Types of Listening
(1) Pretending to Listen – As the very name suggests, many a times people pretend to listen
to what is being communicated. They nod their head or show bodily gestures to create an
impression that they listen very carefully. However, they are only pretending to listen and no
real assimilation of information happens.
(2) Selective Listening – It is usually highly subjective in nature. Listeners who belong to
this type take in only what they want to assimilate. They relate what is communicated to their
own life situations and personality. Selective Listening reinforces one’s own ideologies and
tends to restrain people from learning new things as they assimilate what is communicated in
an incomplete manner.
(3) Emphatic Listening – This is one of the best ways to listen. People who listen
emphatically are passionate about what is being communicated. They strive hard to listen in a
careful manner so they can understand the communicator in the best possible way. Such
listeners understand people more than they yearn for themselves to be understood.
(4) Attentive Listening – It involves keen understanding of the words communicated by the
Speaker rather than understanding the speaker himself. This is the best way to listen and
helps to reach the crux of what is being communicated in a perfect manner.
(5) Intuitive Listening – It happens more internally than externally. This involves
concentrating on the internal voice silencing the other distractions cropping up every now and
then. Listening to the dialogues happening internally requires a lot of focus and high levels of
control.
(6) Deep Listening – This can also be termed as Inspired Listening. People involved in such
type of communication, listen to each other passionately to understand and to be understood
in a mutual manner. This way to listen is highly synergistic in nature and gets accelerated
through the communication which actually happens between the minds and hearts of people
involved.
The above list substantiates the different ways to listen prevalent in communication.
However, many factors act as barriers to communication in a typical realistic environment.
Barriers to Effective Listening
 Hearing Problems can hinder effective comprehension of information
 Vague or boring information may cause the speaker to lose interest
 Information overload may lead to misunderstanding or misinterpretation by the
speaker
 Listener with a superiority complex and self-centred attitude may choose to ignore
ideas of others
 Negative perceptions due to cultural or background differences between the speaker
and the listener may lead to selective listening
 Wrong assumptions on the part of sender or receiver may hinder effective listening.
 A person lacking listening skills does not listen in an effective manner and tends to
spoil the very intention of oral communication.
Tips to listen effectively
Listening is not an easy task. It is as tough as speaking itself. Some important tips are
provided below for training oneself to listen in an effective manner.
 Be physically and mentally present in the arena where the communication is
happening. Being physically present while allowing the mind to wander around does
not help to listen in a effective manner.
 Talking and listening do not get well with each other. Avoid talking when something
is being communicated
 Ensure that you listen in a deep and attentive manner rather than in a partial or
selective manner
 Ensure that negative bodily movements and thoughts are avoided in a conscious
manner since these may act as hindrance to listen effectively
 Avoid judging or jumping to conclusions while the communication is still on and not
completed.
 Getting out of any fixed mind sets and ideas that are preconceived about what is
communicated will help in listening effectively
 Avoid interrupting the speaker till he finishes communicating what he intends to
communicate
 Avoid getting distracted with other electronic or environmental factors which may
hinder the effective listening process
 Make the communicator understand that you are interested in what he is
communicating by nodding your head or questioning in regular intervals in a genuine
manner. This will in turn help you to listen to what is communicated in an effective
manner
 Make the communicator feel at ease through a smiling face and light body language.
This will make the communicator speak in a fearless manner while the same will
sustain your interest throughout the time period.
Written Communication – Advantages, Disadvantages, Tips
Written Communication is another category of verbal communication apart from oral
communication. It involves communication of a message through written words and symbols.
While oral communication comes as a natural process to humans, written communication
requires a lot of practice and effort.

Characteristics of Written Communication

 One of the striking characteristics of Written Communication is that it is short and one
time in nature. Unlike oral communication which goes in rounds based on the
reactions and responses of the people involved, written communication tends to get
over in just one or maximum two rounds. This is mainly due to the professionalism
involved in the same
 Written Communication is generally a time-consuming activity. While it is the
responsibility of the sender to encode the information in a crisp and clear manner, it
becomes the responsibility of the receiver to decode the same in the intended manner.
The task of collecting, sorting and encoding information makes written
communication a time-consuming activity
 Written communication requires enormous amount of planning and effort. Written
communication is legally valid and so enough care needs to be taken while preparing
the same. Written Communication, in case of branding materials act as the face of a
brand or organization. Hence, effective written communication adds value to the
marketing efforts and goodwill of an organization
Advantages of Written Communication
Written communication offers many advantages some of which are given below:
 Written communication acts as a permanent record making people responsible for
what they said. No one can take back words they have written
 The permanent nature of Written Communication makes it a legally valid
 Written Communication facilitates decision making at all points of time since people
in the decision-making capacity can refer to the same back and forth at all points of
time
 The legality applicable to written communication safeguards organizations from
litigations and other possible issues in the eyes of Law
 Accuracy levels are high when people communicate the intended information in
written form since the same cannot be changed if a mistake is done. For this reason,
written communication is highly dependable
 Written Communication tends to increase the brand image of the organization in
multiple ways
 Written Communication provides information to all concerned in an uniform and
authentic manner
Limitations of Written Communication
Written Communication, like any other form, has its own limitations. Some of the limitations
are mentioned below for clarity.
 Written Communication involves time delay since the same need to be read and
understood by the receiver at the other end. He has to then respond back with his
views which will take its time
 Written Communication acts as the root cause for heavy paper work and clutter due to
the same. Creation as well as maintenance of the paper work adds cost to
organizations
 Written Communication loses its efficacy if people at the receiving end are not
equally or reasonably good in expression
 Written Communication involves costs not only in terms of creation and maintenance
but also in terms of manpower deployed who are involved in the same
Written Versus Oral Communication

Written
# Factor compared Oral Communication
Communication

For passing lengthy

1 Applicability For crisp short messages
information

Formal. Lacks personal

2 Basic nature Casual. Has a personal touch
touch

3 Response Fast and immediate Slow and delayed

4 Reach Immediate Slow

5 Cost involved Less High

Low since it is
6 Flexibility High since can be changed
permanent

Lacks possibility to use

7 Body Language Can be used in high degrees
gestures

Tips to write clearly and effectively

Writing clearly helps to communicate the intended message to the targeted audience in the
appropriate manner. Some tips given below will provide ideas to write in a clear and concise
manner, however one must have a clear understanding of the 7C or principles of
communication in order to communicate effectively .
 Use simple words that are commonly used and easily understood
 Use words that address things directly instead of words that are indicative in nature
 Avoid using words that can create ambiguities due to the complexity in understanding
the same
 Use words that are short in length since long words may be distracting the receiver
from the crux of the communication
 Use words that kindle and retain the interest of the readers rather than making them
feel bored
 Use only those technical words that can be easily understood even by non-technical
audience
 Using active verbs helps more than twisting the grammar to make the sentence look
lofty
 Camouflaging the verbs must be avoided since doing this cause the sentences to look
abstract
 When idioms are to be used, use them in the simplest form instead of complicating the
same
 Use niche only when they can be easily related with the context. Avoid using the same
just for building up sentences if the same is irrelevant to the given situation
Written communication that is crisp and clear conveys the message to the intended audience
in a straight forward manner. The impact that such a straight forward message creates is huge
and will elicit a favourable response from the receiver at the other end.
Non-Verbal Communication – Sign, Body, Para Language
Nonverbal communication refers to the communication that makes use of sign language and
body language understood by both the parties to communicate a message. Sign Language can
be further divided into Visual Signals and Audio Signals. However, apart from body and sign
language, the voice of the communicator, the environment, surroundings, colours, timing of
the message communicated plays a crucial role in making nonverbal communication an
effective one.
Nonverbal Communication can be categorized into:
 Sign Language – Audio and Visual Signal
 Body Language
Sign Language
Visual Signals
Signs do not belong to any particular language but are common to almost all regions in the
world. As goes the cliché, ‘A picture is worth a thousand words. Sign language expressed
through body movements is highly effective in many types of communication. Signs and
symbols have a greater reach to people of all ages than words, as education is not required for
understanding visual signals. Some common examples for signs and symbols are the traffic
lights and indications, symbols used in public toilets and roads etc.
Advantages of Visual symbols and signals
1. Visual representation of brands has more reach to the targeted audience than words.
They make good tools for advertising products and services
2. Visual representation of ideas minimizes the cost since they occupy minimal space in
the area planned for advertising
3. Visual symbols and signs attract the interest of the users and motivate customers to go
in for the brand
4. Visual representation brings out the background and principles of the communicator
in a perfect manner
Audio Signals
Audio Signals and signs play a crucial role in Non-Verbal Communication. Audio Signals
communicate the intended emotions in the form of sounds that are different for varying
emotions. Some common examples for Audio signals are the Alarm clock which sets time for
waking up and many other activities. Drumbeats, Fire Alarms, Work Shift Alarms, VIP
Vehicle Alarms are some more examples for Audio signals that are commonly understood by
people.
Key advantages of Sound signals
1. Sound signals convey the intended message to all concerned within short span of time
2. Sound Signals help people manage their time in an effective manner during different
kinds of occasions
3. Sound Signals used in a typical factory or Industry setup acts as work initiators
4. Sound Signals used in vehicles like Ambulance helps the medical industry save lives
at the appropriate times
Body Language & Non-Verbal Communication
Body Language is that aspect of nonverbal communication which speaks volumes without
use of words. Each part of the human body responds to different situations in a varied
manner. While a tensed person exhibits stiffness, a relaxed person on the other hand exhibits
tension free body posture and gestures. Particularly in a typical business scenario, Body
Language plays a crucial role in ascertaining the role each employee plays in the organization
and their efficiency levels in performing their duties. Body Language is a science by itself. A
brief look at the signals communicated by the various parts of human body will facilitate
understanding the science called Body Language in a clear manner.
Head
Head plays a crucial role in communicating about the personality of the person present during
a situation. When a person holds his head high, it displays his high confidence levels and self-
respect he has for himself. A lowered head exhibits the person’s diffidence and modesty and
nodding the head vertically or horizontally displays one’s agreement or disagreement to what
is being communicated. Nodding the head adds value to listening and is one of the most
important aspects of nonverbal communication.
Face
Face reflects what we think in a perfect manner. Face acts as the index of the mind and
speaks louder than thousands of words. A person`s facial expressions reveal their pleasure or
displeasure, acceptance or non-acceptance regarding what is being discussed in a vivid
manner through lines and wrinkles. The lines that run around the cheeks, underneath the eyes,
above the eye brows and around the lip regions speaks volumes about our liking and disliking
of what is communicated at all points of time. Particularly in a typical business environment,
it is important that facial expressions are controlled in a conscious manner to maintain the
decorum.
Eye Movements
Eyes convey a lot more than the signals displayed by the complete bodily organs. Direct Eye
Contact is considered as a gesture that conveys the confidence and honesty levels of people
during a face-to-face communication. A person making direct eye contact with the
interviewer is said to be confident about his skill sets and has higher chances of grabbing the
job for which he is attending the interview. When a person raises the eye lid he is said to be
surprised or awe struck. When the pupils pop out expanding in size and the eye brows are
risen, the person is said to be frightened. Rapid eye ball movements towards both sides of the
face displays the tension being experienced by the person who does the same.
Bodily Gestures
Signals displayed with the use of limbs, torso and other parts of the body are termed as
gestures. Gestures make a huge impact conveying what is intended to be communicated in
the perfect manner. The position of Torso indicates the intensity levels of feelings
experienced by the person. Pounding with the fist on the surface in front denotes the angry
mood the person is in. Forming a ‘O’ by joining the Thumb and Forefinger indicates the
acceptance of people to the information communicated.
Postures convey more than we aspire for
Right from the walking style, sitting aspects, standing shape, every movement of human body
conveys many things about the person in a vivid manner. It is important to consciously
practice body language so we are able to exert control over the same during important
situations like attending an interview or an official meeting with higher ups. When we
consciously practice Body Language, we control what our gestures must communicate to
others rather than our body language controlling our growth.
Other factors influencing communication
Para Language
Non-Verbal Communication is also termed as Para Language communication. Para Language
focuses on the voice, the way of speaking and related attributes of the Communicator.
Voice of the Communicator – Voice of people communicating information and facts matter
the most in making the same an effective one. A clear voice that lacks shivering points to high
confidence levels of the speaker who might be a subject expert. Control over voice can be
practiced by focusing on the following aspects:
1. Variation in Pitch to suit the emotion conveyed
2. Talking Speed
3. Pause frequency
4. Variation in volume
5. Fluency in communication
6. Cogency (quality of being clear, logical and convincing) in the subject matter
7. Stressing on important words
Formal and Informal Communication Channels
Channel of Communication refers to the means through which a message is communicated.
A communication may pass through various points or positions in an organization.
Depending upon the means, structure and nature of communication, channels can be
categorized into formal and informal communication channels. Irrespective of the mode of
communication, people can communicate in a formal or informal manner.
Formal Communication
A formal channel of communication is usually controlled by managers or people who lie in
the top hierarchy in an organization. It is an official channel that is deliberately structured to
form a communication chain in and organization to achieve organization goals. Information
that flows through formal channels is accurate, authentic and legally valid. Formal
Communication involves memos, reports, letters, orders, instructions etc. that flow up and
down the hierarchical system in an organization and presentations, advertising and branding
materials that are presented to the public.
Features of Formal Communication
Formal communication, as the very name represents, happens between superiors and their
reporting staff in organizations. It may be in oral or written from. Meetings that happen inside
the office space between the Top Management are typically formal in nature. Formal
Communication happens between the representatives of an organization and its customers.
Formal Communication also includes flyers and branding material prepared by an
organization to communicate information pertaining to its services to the outer world.
Dedicated team of professionals plan and execute communication tasks pertaining to
advertising or branding which act as the face of the organization.
Advantages of Formal Communication
 Formal communication lifts up the image of organizations in a professional manner.
 It empowers employees at managerial positions with decision making and strategy
development
 The high level of responsibility formal communication creates improves productivity
at various levels in multifold ways
 Formal Communication ensures that the complete organization is kept intact as a
single entity irrespective of the distance between employees, managers, departments,
branches etc.
Disadvantages of Formal Communication
 Formal communication involves hierarchy in communication
 Following a hierarchy makes the communication task a time consuming one
 Owing to its nature, Formal Communication does not allow free flow of information
 Formal Communication involves certain set of activities which add cost along with
the stringent practices
 Due to the hierarchy involved in formal communication, human touch between the
top level and the lower levels ceases to exist in many organizations
Informal Communication
Informal channel of communication is an unofficial and unstructured channel which is not
prescribed by the organization but exists due to personal and social needs of people working
in an organization. Information that passes through informal means is not official but may be
merely rumours or gossips. Informal communication chain that exists within an organization
is also known as grapevine. A grapevine is created and controlled by the people within the
organization and follows no specific rules or regulations. Information through grapevines
spread very fast and flows in every direction.
Features of Informal Communication
 Informal Communication prevails more in the middle and lower rings of the
organizations
 Informal Communication takes place between people in an organization due to their
personal, social or professional needs
 Informal Communication usually spreads and discusses rumours that have no basis
 Informal Communication, at times, may have some crucial information useful to
Management
 Informal Communication has no fixed standards or guidelines but happens in a
haphazard manner in organizations
 Owing to the nature of the same, Informal Communication is considered unofficial
and casual
Factors fostering Informal Communication
Formal and Informal Communication may take place between individuals for various
reasons. Informal Communication usually takes place due to the influence of various factors
that are more emotional and psychological in nature. Some factors that foster Informal
Communication in a typical office environment are:
 Low Confidence – Low self confidence levels of Employees make them form a
group and cling on to the same so they feel at ease
 Low Efficiency – Lack of efficiency in Employees makes them afraid to handle
situations and people. They seek support in peer group where similar people look for
Company. This results in the formation of Grapevine groups who talk things just to
satisfy themselves
 Lack of Direction – When employees lack direction, the uncertain feeling that is
created among them leads to gossips fostering Grapevines
 Psychological Issues – Psychological imbalances caused due to the fear of losing job
acts as one of the major factors in the formation of Grapevines. This is mainly due to
the feeling of safety that such group formation offers to all in the group.
Pitfalls of Grapevine
 Most of the information spread in the official environment by Grapevines is
undependable.
 Even when the Grapevines try to leak out official information, such information tends
to be half baked and incomplete. When incomplete information spreads out among the
employees, it gives rise to all sorts of ambiguities spoiling the peace in the
environment
 Grapevines tend to spoil not only the image of individuals but also of the whole
organization by spreading rumours that have no valid basis.
Despite the pitfalls mentioned above, Grapevines can be used in an effective manner if
appropriate measures are taken by the Top Management. It is wise to understand that
Grapevines are indispensable, hence the management must take appropriate measures to exert
some control over the information spread through grapevines. To put it in a nutshell,
Grapevines can be used to spread information that the management wants to be spread in an
unofficial manner from time to time
Tips for using Grapevines in an effective manner
 Conduct group events and meeting frequently to increase worth of Employees so they
don’t feel the need to act through Grapevines
 Keeping all employees well informed about the plans for the present and future so
nothing is left for imagination
 Employees must have easy access to Managers so they don’t get the feeling of being
kept at dark about things
 Managers must be able to create positive relationships with the so-called leaders
among the Grapevines so that they get updated information about the happenings at
all points of time
 Managers must casually interact with employees about any personal or official issues
faced by them so that they do not seek help through Grapevine
 The Manager should take genuine efforts to change his own style if required taking
periodical feedback from the sub-ordinates reporting to him. This will avoid people
from gossiping in the Grapevine
 Managers as well as the Management must send out clear signals that rumors that may
act as character assassination are strictly prohibited
 Managers must groom their listening skills so they are able to listen to the employees
reporting to them in an empathetic manner. This will act as a draining out activity for
Employees stopping them from becoming an active part of a Grapevine
Difference Between Formal and Informal Communication Channels

Communication Models – David Berlo SMCR Model

Communication Models
David Berlo SMCR Model
David Berlo SMCR Model attempts to explain the various components required for effective
communication. According to David Berlo SMCR Model the three major components
required for effective communication are Sender, Message and Receiver.
The model explains various characteristics/factors related to the sender, message and receiver
which influences communication and have to be kept in mind to effectively communicate a
message.
The model lists many factors that are related to the sender which influence communication,
some of which are:
 Knowledge about what is being communicated
 Sender Attitude that influences communication
 Communication Skills to communicate the right message to the receiver
 Social Systems on which the Sender’s communication is based
 Culture from which the sender hails
David Berlo SMCR Model insists that a message must have the following to make the
communication a meaningful one, they are:
 Content that is relevant and rich in nature
 Code or form representing the manner in which the message is communicated
 Communication elements like signs and body language involved in the message
 Structure of the communication
 Treatment of the subject being communicated
The model also places emphasis on the channel through which the communication is carried
out. Channel here means the five senses in humans namely hearing, seeing, touching,
smelling and tasting.
It is empirical that the receiver understands and perceives the message in the manner and
perspective it was intended by the sender. David Berlo SMCR Model insists that the
following are mandatory requisites for the receiver, without which, the information
communicated will not be received in the proper manner. They are:
 Communication skills with respect to comprehension or understanding what is
communicated in the relevant perspective
 Attitude to perceive the message with the right spirit
 Knowledge to understand what is being communicated
 Supporting environment, Social Systems and background of the receiver
 Comprehension and acceptance of the message must not be influenced by the culture
of the receiver
Communication Models – Shannon & Weaver, Westley & Mac lean
Communication Models
Shannon and Weaver’s model
Shannon and Weaver’s model is termed as the mother of all communication models owing to
the fact that it is technically advanced than the other communication models. Shannon and
Weaver’s model substantiates six factors that are necessary for effective communication. The
following are the six factors emphasized by Shannon and Weaver’s model –
 Sender
 Encoder
 Channel
 Noise
 Decoder
 Receiver
Shannon and Weaver’s model supports Feedback and attaches huge importance to the same.
The model emphasizes that without feedback from the receiver, the communication carried
out by the Sender is not complete.
In this communication model, the sender encodes the message to be communicated and
passes it to the receiver through proper medium or channel. The message then reaches the
receiver in the form of noise (voice waves). Any breakage in the noise makes decoding a
complicated process for the receiver. In such cases, the receiver provides the feedback to the
sender who again encodes the message and forwards the same to the receiver. When the
decoding aspect of the noise happens successfully, the communication is said to have
completed in a successful manner.
The channel used for transmitting the message plays a crucial role in this model. Failure in
any of the six aspects mentioned above disrupts communication of the message from one
person to another.
Shannon and Weaver’s model is considered as an advanced model than other communication
models due to the importance it attaches to the feedback mechanism which lacks in most of
the other communication models.
Westley and Mac lean Model
Westley and Mac lean Model was formulated by Bruce Westley during the 20th century.
Westley and Mac lean Model is widely accepted as a Mass Communication tool due to its
interpersonal aspects. This model is based on ten factors which are believed to make
communication effective.
 Source – The person who creates the message or the one who sends the message is
termed as Source in this model
 Environment – Environment refers to the situation under which the message to be
communicated is created. The situation referred here can be either physical or
psychological
 Sensory feeling – The sensory experience that pushes the creator of the message to
create the same
 Orientation of the Sender – This means the background of the sender who
communicated the message to the receiver
 Encoding and Decoding – The sender or the creator of the message encodes the same
in the manner that it can be decoded properly
 Receiver – Is the person who is responsible for decoding the message transmitted by
the sender
 Orientation of the Receiver – The background and influence of the same on the
receiver’s acceptance levels is termed as the orientation of the receiver under this
communication model
 Feedback – Feedback is the communication that happens between the receiver and
the sender over the success or failure of the decoding process
 Editor or Moderator – This role is applicable in mass communication scenarios.
People who play this role are responsible for filtering messages to allow ones that are
acceptable and cultured
 Opinion Influencers – This is another role that is found valuable in typical Mass
communication scenarios. Opinion influencers have the capability to influence a large
number of people owing to their popularity levels