College of Computing Sciences and Information Technology,

Faculty of Engineering

MCA- Semester-I
Business Communication
(MCA120)
Unit-2 Fundamentals of Communication:
Meaning, Definition, Objectives, Kinds, Process and Importance of
Communication, Language as a Tool of Communication, 7 Cs of Communication,
Levels & Flows of Communication, Barriers to Communication, Principles of
Effective Oral Communication, Passive, Aggressive & Assertive Communication,
Vitals of Communication, Persuasive Communication, Difference between
Technical Writing and General Writing, Features of Technical Written
Communication.

MEANING OF COMMUNICATION

The word ‘communication’ has been derived from the Latin word
‘Communicare’ which indicates ‘sharing’. Since the dawn of the civilization, man
expressed his ideas and views in different ways to exchange their feelings and
emotions. And this way of exchanging the feeling is known as Communication.
Communication is a two-way exchange of information. In short, we can say that
communication is the act of an idea or some information from one person to
another. It involves a systematic and continuous process of telling, listening and
understanding. Communication can be called as an act of transferring of ideas,
facts, figures, expressions, emotions, feelings or some news from one person to
another.

Communication is the sharing of information. And sharing implies that two are
more persons do something together, not that one individual does something to
another. In this sense, rather than saying that an individual ‘communicates’, it is
more meaningful to say that he engages in communication and becomes part of
communication system. So, communication is not simply a matter of action and
reaction, it is a transactional exchange between two or more individuals.

Communication is a dynamic process that involves the effective transmission of

facts, thoughts, feelings, and values. It is a sharing of information and
understanding. This process of sharing information is a symbolic interchange,
and results in an exchange of meaning and understanding. Meaning is central to

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communication, and transmission of meaning is the central objective of
communication.

DEFINITION OF COMMUNICATION

Communication may be defined as interchange of thought or information

between two or more persons to bring about mutual understanding and desired
action. It is the information exchange by words or symbols. It is the exchange of
facts, ideas and viewpoints which bring about commonness of interest, purpose
and efforts.

1. According to A. Allen Louis:

“Communication is the sum total of all the things that a person does, when he
wants to create an understanding in the mind of another. It involves a
systematic and continuous process of telling, listening and understanding.”

2. According to Koontz and O’ Donell:

“Communication can be defined as the transfer of information from one person
to another.”

3. According to George Terry:

“Communication is an exchange of facts, ideas, opinions or emotions by two or
more persons.”

4. According to Keith Davis:

“It is the process of passing the information and understanding from one person
to another. It is essentially a bridge of meaning between the people. By using the
bridge, a person can safely across the river of misunderstanding.”

5. According to Dr. A.P.J. Abdul Kalam:

“Most of the time communication gets confused with conversation. In fact, the
two are distinctly different …A conversation full of pleasantries is most often
devoid of any useful information, whereas communication is meant only for
exchange of information. It is very important to realize that communication is a
two-way affair which aims at passing on or receiving a specific piece of
information.”

6. According to Peter Little:

“Communication is the process by which information is transmitted between
individuals and /or organizations so that understanding responses result.”

7. According to American Management Association:

“Communication is any behaviour that results in an exchange of meaning.”

OBJECTIVES OF COMMUNICATION

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To Inform:
Communication helps in providing information for decision making.

To Request:
Communication is essential for specific action by the receiver.

To Persuade:
To reinforce or change a receiver’s belief about a topic and, possibly, act on the
belief

To Build Relationships:
Some messages you send may have the simple goal of building good-will
between you and the receiver.

To Increase Decision Making:

Effective communication increases decision making ability of both the individual
and the organization.

To Increase Efficiency and Professionalism:

With good communication skills, one can anticipate problems, make decisions,
co-ordinate work flow, supervise others, develop relationships and promote
products and services. Communication also increases professionalism.

To Provide Advice:
Communication is quite essential to give advice. Effective advice promotes
understanding.

To Provide Order:
Order is an authoritative communication pattern and it is directive to the
subordinate. Orders are issued in written and oral, general and specific,
procedural and operational, mandatory and discretionary forms. Order should
be clear and complete and execution should be possible and given in a friendly
way.

To Impart Education:
Education is a very conscious process of communication. It involves both
teaching and learning by which organizations provide to their employees in the
form of training. Education is given for management, employees and outside
public.

To Give Warning:
If the employees do not abide by the norms of the organization, warning is a
powerful communication tool. It can be general and specific. Specific warning
should be administered in private and after thorough investigation. The aim of
the warning should be for betterment of the organization.

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To Raise Morale and Motivation:
Morale stands for mental health and it is a sum of several qualities like courage,
resolution, confidence. High morale and effective performance go hand in hand.
Motivation is a process that accounts for an individual intensity, direction, and
persistence of effort towards attaining a goal.

To Give and Receive Information:

The main objective of communication is to give and receive information because
managers need complete, accurate and precise information to make further plan
and scheme.

To Provide Counseling:
Counseling is given to solve employee’s mental stress and improve the
employee’s productivity.

To Improve Discipline:
Finally, discipline is the foremost part of any business communication. The
various disciplinary codes are effectively communicated to employees through
disciplinary codes.

KINDS OF COMMUNICATION

Verbal Communication:
Verbal communication is the communication in words. The medium used may
be sound, words and expressions in a particular language. Verbal
communication is also supported by sounds and emotional expressions like
smile, laughter, frowning, clapping, staring, etc. A language consists of words,
carrying specific meanings in concerned language. While speaking, we use
words corresponding to the language in use. Communication may be one to one
or to a group. Majority of the communication may be on a personal basis.
Communication should be able to generate, nurture and strengthen relations. It
depends on the manners in personal communication, and in official
communication. It also depends on etiquettes and protocols. Verbal
communication includes face to face conversation, telephonic conversation,
group discussions, interviews, conferences, seminars, speeches etc.

Written Communication:
At different stages, we start to learn writing in our mother tongue. In the process
of language learning alphabets are taught first. This is because, each language is
written in a particular script. Then we learn words, their spelling and meaning.
Sometimes, we try to correlate a word by its equivalent in a language already
known to us. The better way is to get the concept of different words by some
pictures or models, if the word represents the name of some physical object.
Every document is transmitted in the written form falls in the area of written
communication. For ex – letters, circulars, reports, telegrams, etc. Written

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communication is acceptable as a legal document and it is also a permanent
record of the organization.

Formal Communication:
Formal communication is a system of passing message and information between
positions within an organization through officially designated channels.

Formal communication refers to interchange of information officially. The flow

of communication is controlled and is a deliberate effort. This makes it possible
for the information to reach the desired place without any hindrance, at a little
cost and in a proper way. This is also known as ‘Through Proper Channel
Communication.’

Informal Communication (Grapevine Communication):

Informal communication system is the opposite system of formal
communication. In this system the communication is made without following
any predetermined rules of policy. Informal communication plays a vital role to
operate the activities of an organization. When the employees cannot
understand the subject matter of the communication, they can discuss with their
authority anywhere about the matter as like in the dining table or in the
playground or in the club.

Within a business environment, informal communication is sometimes called

the grapevine and might be observed occurring in conversations, electronic
mails, text messages and phone calls between socializing employees.

Communication is essential for the internal functioning of any organization. The

international between the different individuals working in company or
organization taken place through different channels. These channels could be
both informal and formal. Informal channels transmit official news through
unofficial and informal communicative interactions known as the grapevine’.
This informal communication network includes tea time gossip, casual
gathering, lunch time meetings and so on. These channels may not be very
reliable as they may be company rumours or just gossip. Such channels are more
active in organizations that are not transparent. As employees want is going on
in their organisation, they seek our unofficial sources of information. The
grapevine is not always negative for an organisation and can, infect, be helpful
as it helps in positive group building by acting as a safety valve for pent-up
emotions. It may help in building up organizational solidarity and harmony.

Levels of Communication:
Basically, human communication takes place at five levels:
1. Extrapersonal communication
2. Intrapersonal communication
3. Interpersonal communication
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4. Organizational communication
5. Mass communication

1. Extrapersonal Communication: Communication is a process that takes

place with human. entities and non-human entities as well. When
communication is done with non-human entities it is called to be extra personal
communication. The perfect coordination and understanding between human
and nonhuman entities result to extra personal communication. In this
communication one participant of the communication process uses sign
language and the other is verbal.

For example, the bark of a pet dog when something happens to the master,
wagging of the tail when master shows bone to the pet dog, licking of cheek at
the returning of master from the work field, chirping of birds when a stranger is
at the door, Parrot calling the name of the master in the morning, etc.

2. Intrapersonal Communication: Intrapersonal communication is all about

talking to ourselves. We use phrase like, ‘telling ourselves the truth’ or
‘admitting the truth to ourselves” reflects human self-awareness. Prefix ‘intra’
means ‘within’ hence intrapersonal communication is ‘self-talk’. It is the active
internal involvement of the individual in symbolic progressing of messages. The
internal thought process keeps on working even at the sleeping hour.

There are various examples in our day-to-day life related to intrapersonal

communication. Like thinking of the solution for a problem, introspecting about
any episode in which you should not have done that particular act, if you are
overweight you see and admit it and then decide to plan a diet for you, if you
need to forgive someone, you’ll have to talk to yourself about it first, etc.

3. Interpersonal Communication: It involves two parties-a sender and a

receiver who use common language to transit message either through oral
communication or written communication.

4. Organizational Communication: In a team-based business organization,

communication becomes its lifeblood where people communicate with one
another. The flow of communication inside an organization may filter in up,
down and horizontal directions. Besides internal communication. companies
depend on external communication also. Companies exchange messages with
people outside the organization through external communication.

5. Mass Communication: Newspapers, magazines and periodicals, the means of

mass communication. are frequently used for oral or written communication.
Besides, technologies such as the internet, e-mail. voicemail, faxes, audiotape,
teleconferencing, videoconferencing and closed-circuit televisions have
increased options for internal and external communication. These fast means
help people from all parts of the world to work together.
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Flows of Communication:
A formal communication channel refers to the formal methods of
communication that are followed in management. Four different channels of
communication are used within an organization. They include downward
communication, upward communication, horizontal communication, and
diagonal communication.

1. Downward Communication:
Downward channel refers to communication form the higher level in managerial
hierarchy to the lower ones. Its main function is providing direction and control.
Examples of downward communication include annual confidential reports,
performance appraisals, project feedback, announcements of company policies,
official instructions, and so on.

2. Upward Communication:
Upward channel involves communication from subordinates to superiors. Its
main purpose is to provide feedback on several areas of organizational
functioning; Examples of upward channel include reports, business proposals,
suggestion box, exit interviews, grievance committees, and so forth.

3. Horizontal (Lateral) Communication:

The main objectives of horizontal communication are developing teamwork, and
promoting group coordination within an organization. It takes place between
professional peer groups or people working on the same level of hierarchy, it is
less formal and structured than both downward communication and upward
communication, and may be carried out through informal discussions,
management gossip, telephone call, teleconferencing, videoconferencing,
memos, routine meetings, and so on.

4. Diagonal (Crosswise) Communication:

Diagonal channel occurs between people who do not have to follow rigid norms
of communication protocol and it flows in all directions.

NONVERBAL COMMUNICATION

Nonverbal Communication is related to all the behaviors and elements of

people, other than words, that convey meaning.

Characteristics of Nonverbal Communication:

1. Emotions and feelings are more accurately and easily communicated
nonverbally.
2. Nonverbals are not easily controlled.
3. When nonverbal and verbal messages conflict, nonverbals are usually more
accurate.
4. Nonverbals indicate how you should interpret messages.
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5. People remember more what they see than what they hear.
6. People from different cultures may attach different meanings to the same
gestures.
7. Nonverbal communication helps us understand how others react to us and
our ideas (feedback).

Types of Nonverbal Communication:

1. Appearance: The way we look, clothes and grooming.
2. Kinesics (Body Movement):
a. Emblems: Directly translate into words/phrases (OK sign)
b. Illustrators: Accompany and illustrate a verbal message (size of fish you
caught)
c. Affect displays: Emotional meaning (fear, happiness, anger, etc.)
d. Regulators: Monitor, maintain, or control the speaking of another (hand
gesture to slow down)
e. Adaptors: Satisfy some need (scratching your head)
f. Distractors: No function (nervous habits)

3. Eye Contact (Gaze):

a. An individual’s looking behavior
b. Gaze is used to regulate and monitor communication
c. It is also used to express willingness or lack of desire to communicate

4. Facial Expressions: Use of face to show attitude/emotion. Many facial

expressions and sequences of nonverbal behaviour have been found to be
universal.

5. Proxemics: Distance between people, size and arrangement of a room.

The distance we choose in a given conversation is a function of our cultural
and personal expectations for appropriate distance.
Intimate Zone: Physical touch to 18 inches
Personal/Casual Zone: 18 inches to 4 feet
Impersonal/Business/Social Zone: 4 to 12 feet
Public Zone: 12 feet and beyond

6. Temporal: Being late or early, making someone wait; what we spend our
time on reveals what is important to us.

7. Artifacts: Personal objects.

8. Paralinguistics (Vocal Cues): The way we say things, tone of

voice/emphasis:
a. Stress
b. Pitch
c. Rate
d. Volume
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e. Rhythm
f. Fillers
g. Pauses
h. Distractors- yawning, laughing, moaning, etc.

9. Physical Environment: The physical environment is an important

feature in the success or disturbance of communication. Small
adjustments to the physical environment in rehabilitation can contribute
to a communication-friendly environment. Professionals should consider
adjustments with regard to the following factors in the physical
environment during communication: lighting, acoustic or auditory
environment, humidity and temperature, setting and furniture placement,
written information, audio-visual aids and availability of AAC
(augmentative and alternative communication tools).

10. Chronemics: It is the study of the use of time in nonverbal

communication. The way that an individual would perceive and value
time, structure our time and react to time is a powerful communication
tool, and helps set the stage for the communication process.

11. Haptics: It is the science and technology of transmitting and

understanding information through touch. At its most basic, “haptic”
means anything relating to the sense of touch. (haptic is derived from the
Greek word for touch.)

12. Olfactics: The study of smell in humans is called olfactics. In some

cultures (in Africa and the Middle East, for example) there's a preference
for standing close enough to a person in conversation to be able to detect
body odour.

13. Territoriality: It is a term associated with nonverbal communication that

refers to how people use space (territory) to communicate ownership or
occupancy of areas and possessions.

PROCESS OF COMMUNICATION

Communication is a continuous process of exchanging verbal and non-verbal

messages which is conveyed by the sender through some medium to the
recipient. It is essential that this message be understood by the recipient in same
terms as intended by the sender and he must respond within a time frame. Thus,
communication is a two-way process and is incomplete without a feedback from
the recipient to the sender on how well the message is understood by him.

The two communication agents involved in the communication process are the
sender (S) and the receiver (R). Both the communication agents exert a
reciprocal influence on each other through inter-stimulation and response.
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Communication is a process of sharing or exchange of messages, facts, opinions,
ideas, attitudes, emotions and manners between two or more people. It is a
process through which two or more persons exchange their ideas and
understanding among themselves. It is a two-way process, a transmitting and
receiving between sender and receiver. Communication creates interpersonal
relationship, between two individuals, possessing their attitudes, feelings and
emotions, which brings mutual understanding and confidence.

Dealing with the act of communication sender should ask some questions to
himself as- Why? What? Whom? How? Which? When?

[Link]? Why does he want to communicate? What is the purpose of the

communication? Is it to persuade or to inform or to instruct? Is any particular
action required?
[Link]? What is it he wants to communicate, an idea, an attitude, an order or a
feeling? What form of words or possible actions best meets the situation?
[Link]? To whom he wants to communicate, his superiors, his subordinates
or his equals?
[Link]? How is he going to communicate? In what form will the communication
get home the message fastest? What impact will a particular form have on the
recipient?
[Link]? In what channel he wants to communicate?
[Link]? When is the right time to communicate? When is the receiver likely to
give it the most attention? Can timing be critical to the success of the
communication?

The Elements of Communication Process:

The communication process involves the following elements:

1. Ideation: This is the first requirement of communication process prior to

encoding an idea in the mind of the speaker. Simultaneously there could be
many ideas taking shapes in his mind. But the speaker has decided
to convey a particular idea out of many ideas.

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2. Encoding: It is the calculation of idea in the sender’s mind. In this phase
sender has to translate his idea into a meaningful message. He has to decide the
mode of transmitting the message to the audience in the form of image, symbol,
diagram or word.

3. Message: In this stage sender has to transmit his message through oral or
written communication. The message should be in a form which is both
acceptable and comprehensible to the receiver.

4. Channel: In this phase message is carried out from the sender to the receiver
through oral, written, mobile phone, newspaper, mass media, etc.

5. Receiver: In this phase transmission of message necessitates that there

would be a receiver who would be a willing party to the ongoing interaction.
Without a listener the entire purpose of communication is defeated.

6. Decoding: In this phase receiver breaks the message received from the
sender according to their ability, which is common to both sender and receiver.

7. Feedback: This is the last phase of communication process. In this process

receiver has to give his response to sender. Without feedback process is
incomplete. If a sender receives negative response from receivers, is called
Breakdown of Communication.

IMPORTANCE OF COMMUNICATION
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1. Explaining the importance of communication is like explaining the
importance of breathing! Communication means interchange. Interchange is
vital. No human being can long survive without interchange. From the moment
we wake up in the morning to the moment we go to bed, we have to
communicate. Communication is an art which people use for mutual
understanding. It is an aspect of human nature, whatever we are, whatever we
may be, if two persons are present, a sort of understanding begins to
development between them. Even if nothing is communicated verbally, there is
an exchange at the pre-speech level.

2. Communication is central activity to our nature as human beings. It is known

as social artifact for interaction. If there had been no language, a man would
have been wild and uncultured just as he was in pre-historic age. Thus, language
distinguishes man from the animal world.

3. We the human beings, being social creatures, do need to convey our ideas to
our friends, family members, neighbours, colleagues, superiors and
subordinates we come across in our daily life. This activity of sharing our minds
with others may take place for several purposes. It may be an order, an advice,
information, a question and so on. Indirectly, communication is an important aid
for socialization. It fosters amity and brotherhood round the globe.

4. People of different castes and creeds, of different ethnic groups and also of
different regions and nationality can share their views with one another.

5. Communication is a pre requisite for implementing organizational strategies

as well as for managing day to day activities.

6. Communication also plays a crucial role in altering individual’s attitude.

7. Communication promotes motivation by informing and clarifying the

employees about the doubts.

8. We communicate for expressing our thoughts, ideas, feelings or views:

[Link] connecting with others
[Link] information
[Link] advice
[Link]
[Link].
[Link]
[Link] rules and laws
[Link] values.
[Link] expressing our creativity
[Link] expressing our life philosophy
[Link] the findings of our research work
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[Link] goods and services
[Link] and advertising
[Link] with people with common interests

9. In business environments, communication serves to...

[Link] visions, goals and financial plans to Managers and supervisors and
other employees.
[Link] operational structure, job expectations, work ethics, rules and
policies, remuneration system, and to give feedback to employees.
[Link] of employees.
[Link] financial reports for directors and shareholders to assess business
profitability.
[Link] tax returns.

10. The importance of communication, outside the organization, is for:

[Link] prospective investors.
[Link] the appropriate permits.
[Link] with suppliers.
[Link] advertising of products and services.

LANGUAGE AS A TOOL OF COMMUNICATION

Language is a system that consists of the development, acquisition, maintenance

and use of complex systems of communication, particularly the human ability to
do so. It can be defined as verbal, physical, biologically innate, and a basic form
of communication. In fact, language is a medium or tool of communication.

Language is a tool of communication on the following grounds:

1. Encoding & Decoding System
2. Concept Crystallization
3. Idea Synthesizer
4. Vision Weaver

1. Encoding & Decoding System- Man has been blessed with the divine gift of
speaking. It is one major constituent of communication. Writing, reading &
listening are other significant elements of communication. Language serves
as a very effective device of communication. Out of these four
communication skills, the skill two i.e., speaking & writing are known as
‘‘Encoding Devices”. Whereas, Reading & listening are known as “Decoding
Devices”. If these two devices are not in proper order, the basic purpose of
communication is defeated. Sender, message, channel, receiver & feedback
(SMCRF) are the process of communication. Language comes under the
category of channel. Encoding and decoding devices are its important parts.
Language is an essential tool of communication.

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2. Concept Crystallization - Concept means overall understanding of a subject
and crystallization means a clear–cut comprehension of the concept. Both
these elements are essential for effective communication. Language serves
as an effective tool of concept crystallization. The stronger the language, the
more will be force of communication. Often it is seen that a poor
communicator is poor in language and hence his concept crystallization
remains poor.

3. Idea Synthesizer - Synthesizer is a device or tool which combines

something. Language as a tool of communication synthesizes ideas. Synthesis
of ideas is essential for communication. Lack of ideas leads to defective
communication. One who is proficient in language, has the capacity to
communicate very effectively.

4. Vision – Weaver - The fourth important function of language is to weave

vision. Vision means outlook and weaver means that weaves or Co-ordinates
our vision. A communicator must have a vision to communicate with others.
Language is very effective in weaving one’s vision.

7 CS OF COMMUNICATION

For transmitting effective written or oral messages, certain principles must be

followed. They are also called the seven Cs of communication. They are: 1.
Completeness 2. Conciseness 3. Clarity 4. Correctness 5. Consideration 6.
Courtesy 7. Concreteness.

1. Completeness: The message should be complete, i.e., it must include all the
relevant information as required by the intended audience. The complete
information gives answers to all the questions of the receivers and helps in
better decision-making by the recipient.

2. Conciseness: The message to be communicated should be as brief and

concise as possible. Weightily language definitely sounds impressive but people
would be suitable impressed into doing precisely nothing. As far as possible,
only simple and brief statements should be made. Excessive information can
also sway the receiver into either a wrong direction or into inaction. The
message should be precise and to the point. The sender should avoid the lengthy
sentences and try to convey the subject matter in the least possible words. The
short and brief message is more comprehensive and helps in retaining the
receiver’s attention.

3. Clarity: Clarity of ideas adds much to the meaning of the message. The first
stage is clarity in the mind of the sender. The next stage is the transmission of
the message in a manner which makes it simple for the receiver to comprehend.
As far as possible, simple language and easy sentence constructions, which are
“not difficult for the receiver to grasp should be used. The message should be
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clear and easily understandable to the recipient. The purpose of the
communication should be clear to sender then only the receiver will be sure
about it. The message should emphasize on a single goal at a time and shall not
cover several ideas in a single sentence.

4. Correctness: The message should be correct, i.e., a correct language should

be used, and the sender must ensure that there is no grammatical and spelling
mistake. Also, the message should be exact and well-timed. The correct
messages have a greater impact on the receiver and at the same time, the morale
of the sender increases with the accurate message.

5. Consideration: The sender must take into consideration the receiver’s

opinions, knowledge, mindset, background, etc. in order to have an effective
communication. In order to communicate, the sender must relate to the target
recipient and be involved.

6. Courtesy: It implies that the sender must take into consideration both the
feelings and viewpoints of the receiver such that the message is positive and
focused at the audience. The message should not be biased and must include the
terms that show respect for the recipient.

7. Concreteness: The communication should be concrete, which means the

message should be clear and particularly such that no room for
misinterpretation is left. All the facts and figures should be clearly mentioned in
a message so as to substantiate to whatever the sender is saying.

4 S’s OF COMMUNICATION

An understanding of the 4 S’s is equally important.

1. Shortness: “Brevity is the soul of wit,” it is said. The same can be said about
communication. If the message can be made brief, and verbosity done away
with, then transmission and comprehension of messages is going to be faster
and more effective. Flooding messages with high sounding words does not
create an impact. Many people have a misconception that they can actually
impress the receiver, if they carry on their expeditious travails. Little do they
realise how much they have lost as the receiver has spent a major chunk of his
time in trying to decipher the actual meaning of the message.

2. Simplicity: Simplicity both in the usage of words and ideas reveals clarity in
the thinking process. It is normally a tendency that when an individual is himself
confused that he tries to use equally confusing strategies to lead the receiver in
confusion. Reveal clarity in the thinking process by using simple terminology
and equally simple concepts.

3. Strength: The strength of a message emanates from the credibility of the

sender. If the sender himself believes in a message that he is about to transmit,
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there is bound to be strength and conviction in whatever he tries to state. Half-
hearted statements or utterances that the sender himself does not believe in add
a touch of falsehood to’ the entire communication process.

4. Sincerity: A sincere approach to an issue is clearly evident to the receiver. If

the sender is genuine, it will be reflected in the manner in which the
communicates Suppose there is a small element of deceit involved in the
interaction or on the part of the sender. If the receiver is keen and observant, he
would be able to sense the make-believe situation and, business transactions,
even if going full swing, would not materialize.

BARRIERS TO COMMUNICATION

Encoding Barriers:
The process of selecting and organizing symbols to represent a message
requires skill and knowledge. Obstacles listed below can interfere with an
effective message.
1. Lack of Sensitivity to Receiver. A breakdown in communication may result
when a message is not adapted to its receiver. Recognizing the receiver’s needs,
status, knowledge of the subject, and language skills assists the sender in
preparing a successful message. If a customer is angry, for example, an effective
response may be just to listen to the person vent for a while.

2. Lack of Basic Communication Skills. The receiver is less likely to

understand the message if the sender has trouble choosing the precise words
needed and arranging those words in a grammatically-correct sentence.

3. Insufficient Knowledge of the Subject. If the sender lacks specific

information about something, the receiver will likely receive an unclear or
mixed message. Have you shopped for an item such as a computer, and
experienced how some salespeople can explain complicated terms and ideas in a
simple way? Others cannot.

4. Information Overload. If you receive a message with too much information,

you may tend to put up a barrier because the amount of information is coming
so fast that you may have difficulty comfortably interpreting that information. If
you are selling an item with twenty-five terrific features, pick two or three
important features to emphasize instead of overwhelming your receiver (ho-
hum) with an information avalanche.

5. Emotional Interference. An emotional individual may not be able to

communicate well. If someone is angry, hostile, resentful, joyful, or fearful, that
person may be too preoccupied with emotions to receive the intended message.
If you don’t like someone, for example, you may have trouble “hearing” them.

Transmitting Barriers:
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Things that get in the way of message transmission are sometimes called
“noise.” Communication may be difficult because of noise and some of these
problems:
1. Physical Distractions. A bad cellular phone line or a noisy restaurant can
destroy communication. If an E-mail message or letter is not formatted
properly, or if it contains grammatical and spelling errors, the receiver may not
be able to concentrate on the message because the physical appearance of the
letter or E-mail is sloppy and unprofessional.

2. Conflicting Messages. Messages that cause a conflict in perception for the

receiver may result in incomplete communication. For example, if a person
constantly uses jargon or slang to communicate with someone from another
country who has never heard such expressions, mixed messages are sure to
result. Another example of conflicting messages might be if a supervisor
requests a report immediately without giving the report writer enough time to
gather the proper information. Does the report writer emphasize speed in
writing the report, or accuracy in gathering the data?

3. Channel Barriers. If the sender chooses an inappropriate channel of

communication, communication may cease. Detailed instructions presented
over the telephone, for example, may be frustrating for both communicators. If
you are on a computer technical support help line discussing a problem, it would
be helpful for you to be sitting in front of a computer, as opposed to taking notes
from the support staff and then returning to your computer station.

4. Long Communication Chain. The longer the communication chain, the

greater the chance for error. If a message is passed through too many receivers,
the message often becomes distorted. If a person starts a message at one end of
a communication chain of ten people, for example, the message that eventually
returns is usually liberally altered.

Decoding Barriers:
The communication cycle may break down at the receiving end for some of
these reasons:
1. Lack of Interest. If a message reaches a reader who is not interested in the
message, the reader may read the message hurriedly or listen to the message
carelessly. Miscommunication may result in both cases.

2. Lack of Knowledge. If a receiver is unable to understand a message filled

with technical information, communication will break down. Unless a computer
user knows something about the Windows environment, for example, the user
may have difficulty organizing files if given technical instructions.

3. Lack of Communication Skills. Those who have weak reading and listening
skills make ineffective receivers. On the other hand, those who have a good
professional vocabulary and who concentrate on listening, have less trouble
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hearing and interpreting good communication. Many people tune out who is
talking and mentally rehearse what they are going to say in return. We’ll see
some techniques for improving listening skills in Chapter 2.

4. Emotional Distractions. If emotions interfere with the creation and

transmission of a message, they can also disrupt reception. If you receive a
report from your supervisor regarding proposed changes in work procedures
and you do not particularly like your supervisor, you may have trouble even
reading the report objectively. You may read, not objectively, but to find fault.
You may misinterpret words and read negative impressions between the lines.
Consequently, you are likely to misunderstand part or all of the report.

5. Physical Distractions. If a receiver of a communication works in an area

with bright lights, glare on computer screens, loud noises, excessively hot or
cold work spaces, or physical ailments, that receiver will probably experience
communication breakdowns on a regular basis.

Responding Barriers:
The communication cycle may be broken if feedback is unsuccessful.
1. No Provision for Feedback. Since communication is a two-way process, the
sender must search for a means of getting a response from the receiver. If a
team leader does not permit any interruptions nor questions while discussing
projects, he may find that team members may not completely understand what
they are to do. Face-to-face oral communication is considered the best type of
communication since feedback can be both verbal and nonverbal. When two
communicators are separated, care must be taken to ask for meaningful
feedback.

2. Inadequate Feedback. Delayed or judgmental feedback can interfere with

good communication. If your supervisor gives you instructions in long,
compound-complex sentences without giving you a chance to speak, you may
pretend to understand the instructions just so you can leave the stress of the
conversation. Because you may have not fully understood the intended
instructions, your performance may suffer.

PRINCIPLES OF EFFECTIVE ORAL COMMUNICATION

Business professionals refer to the four basic skills listening, speaking, reading
and writing (LSRW) collectively as effective communication skills. These are
learned skills that are refined over time. Good communicators have a wide range
of skills and are able to adjust their communication style in response to the
many variables they face at a given time.

Here are a few principles to consider as you adjust and refine your
communication skills.

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1. Understand yourself:
Understanding who you are and what your natural tendencies are is the first
step to being an effective and genuine communicator. Do you tend to be chatty,
or do you like to listen? Are you assertive? Are you direct? Are you comfortable
with ambiguities, uncertainties, and risks? Do you choose your words carefully,
or, do you tend to use words more like a blunt instrument? Do you tend to
unintentionally offend or miscommunicate with others? Do you tend to
overreact, or do you tend to stay calm and collected? Another part of
understanding yourself is to be clear about your values and goals, both in
general and in the context of each communication. When you are clear on why
you’re communicating, your genuine self will shine through and add credibility
and vigour to your communication. After all, being “real” leads to more effective
communication.

2. Understand your audience:

As important as it is to understand yourself, it is also important to understand
your audience and their natural tendencies, motivations, goals, challenges, and
opportunities. Does your audience want to be heard, enlightened, or get things
done? How much time does your audience have? Is your audience patient and
forgiving? Are you interacting with a competitor, collaborator, or superior
party? What pains and opportunities — real or imaginary — does your audience
perceive? Is there a third party that is not present whose interest must be
addressed to help you communicate more effectively? Another part of
understanding your audience is to be clear about their values and goals. For
example, is your audience focused on maximizing profits or social good?

3. Listen actively:
Listening is usually an important part of most communications. It is not enough
to merely listen, however. You also want to make sure that others feel heard. To
that end, it is not enough to use your ears. Active listening that helps people feel
heard involves eye contact, nodding, appropriate and timely responses, and
overall high engagement. Asking good, relevant questions and then actively
listening helps to build rapport and trust. Active listening also involves looking
for more subtle, nonverbal cues; one’s body language will often tell you as much
as, if not more than, the substantive message.

4. Simplify the message:

Simple, concise messages that can be delivered quickly and powerfully usually
have the highest impact, especially when you address an audience that is
overworked or overwhelmed with information. And these days, who isn’t
overworked or overwhelmed with information? Distilling complex materials
into digestible terms that your audience can understand and use is an art worth
pursuing, because it often makes a difference between getting what you want
and not. Cut out the technical jargon and business speak, reduce complexity, and
cut right to the chase by saying exactly what you mean in as few words as

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possible. Also consider using graphics, stories, or analogies to drive your point
home in a more powerful and memorable way.

5. Find a perfect time:

A good idea is only good when it comes at the right time. As an effective
communicator, you need to be on the lookout for a window of opportunity that
allows you to be the most effective. For example, offering a solution, product, or
service just when your audience is looking for one is a perfect time to deliver
your message. In fact, addressing the needs of others in a timely way is the most
guaranteed (though not necessarily the quickest) way to get a desired outcome
and be an effective communicator. Consider being more alert and flexible in
order to more effectively influence the outcome and get what you want in the
long run.

6. Plan well:
Before presenting something, there should be proper planning regarding the
audience, topics to be delivered, timing, and other factors. So, a person must be
well-prepared to deliver his speech.

7. Have Clear pronunciation:

To make oral messages meaningful to receivers, words should be clearly and
correctly pronounced. There should not be any lack of clarity, otherwise, the
communication would be a confusing one.

8. Observe Brevity:
Effective oral communication desires that a message should be brief. If the
sender took a long time for talking, his message may not get the attention of the
receiver.

9. Maintain Precision:
Precision is needed to make oral communication effective. There should not be
any confusing words rather message to be delivered should be specific so that
there is no misunderstanding.

10. Have natural voice:

Any sort of unnatural voice may distort the message. A natural voice can do a lot
to make oral communication effective.

11. Follow logical sequence:

Ideas should be organized in a sequential way to make the message
communicative and attractive. Unorganized ideas do not provide clear sense
while a logical sequence of ideas gives a clear sense.

12. Use suitable words:

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Words have different meanings to different people in different situations in oral
communication, a speaker should use the common, simple, and familiar words
so that the receiver can react to the message without any problem.

13. Observe courtesy:

Courtesy costs nothing but can earn many things. So, a speaker should be
courteous while addressing listeners. It helps create a good impression in the
mind of listeners regarding the speaker.

14. Have presentation attractive:

It is another principle to make oral communication effective. A speaker should
deliver his speech in a very nice and sweet language so that the receiver is
attracted to take part in the communication.

15. Avoid Emotions:

Speaker must control his emotions to make oral communication effective. Too
much emotion will take the speaker away from the main subject.

16. Give emphasis:

The speaker must be knowledgeable regarding the portion of the speech where
he should give emphasis. Giving emphasis on respective points will help draw
the attention of the audience.

17. Control Gesticulation:

Speaker at many occasions, consciously or unconsciously, gesticulates for
expressing his ideas or thoughts. This is a habit and should be avoided.
Otherwise, the application of such a habit may lead to disinterest of the
audience.

Besides, objective information, the capacity of the listener, interesting language,

proper fluency should be considered also as the principles of oral
communication.

PASSIVE, AGGRESSIVE AND ASSERTIVE COMMUNICATION

Effective communication is necessary for business settings. It helps promote an

organization’s objectives as employees interact and collaborate more efficiently.
When you know how to navigate and work with different types of
communicators, it radically improves social skills and interpersonal
relationships.

Passive Communication:
This is a form of communication in which the person does not share his wants,
needs, desires, or opinions. We see it every day when we are walking by
someone we know and we say, “How are you?” and they answer, “Fine.” Are they
really fine? Many times, there are things going on we don’t even know about and
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yet the person tells us things are fine. This common answer of “Fine” is a form
of passive communication masking the truth. The problem with passive
communication is it leaves you feeling as if your opinion doesn’t matter and you
do not have a voice. It can lead to the build-up of resentment.

Passive communicators are usually quiet and may seem indifferent to the topic
at hand. They don’t like to take a stance or assert themselves. They prefer
keeping their opinions to themselves. Such individuals use nonverbal cues like
avoiding eye contact, slouching or shrugging. As passive communicators avoid
sharing their thoughts and feelings, it’s difficult to gauge their thoughts. Their
lack of communication can lead to misunderstandings. Passive communication
is an ineffective way of getting one’s views across. Passive communicators rarely
express their needs, thoughts or feelings in public. Instead, they hide their
emotions and let others ‘walk over them’. While a passive communication style
may seem harmless, it’s not. Because it makes people believe that such
communicators are powerless, pushovers or uninterested, when that may be far
from the truth.

Let’s look at a few examples of passive communication from daily life:

• “I’m unable to stand up for what I believe in”
• “I just want to keep the peace”
• “I will always agree with you because you’re so much smarter than me!”
• “You’re right, it was my fault. I’m a horrible human being”
• “There’s nothing I can do about it”

Consequences of Passive Communication:

Communicating passively all the time can negatively impact your personal and
professional life:
1. People may disregard your needs and opinions.
2. You’re likely to be passed over for projects and promotions and miss out
on interesting opportunities.
3. You become complicit in poor choices because you don’t express your
discomfort.
4. You may feel angry, resentful or stressed by other people’s
inconsideration.
5. You may bottle up your feelings claiming to be a peace-maker. But, in
reality, you feel powerless and hopeless.

Fortunately, passive communication isn’t a totally lost cause. Sometimes,

communicating passively can benefit you.
1. Passive communication helps you to be the bigger person and make
compromises when needed. If you’re always assertive, you may stifle a
good relationship.
2. Sometimes, others need to take the lead. For example, if you’re a manager
delegating the responsibility of a new project to others, you want your
team members to think for themselves and take the lead.
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3. Passive communication helps you to avoid or postpone conflict when
other people are trying to cause unnecessary tension.

Signs of Passive Communication:

We’ve all engaged in passive communication at some point in our lives. Here are
some examples:
1. We avoid coming to the point. We tend to beat around the bush and drop
hints, hoping that others will understand.
2. We speak softly and apologetically. We aren’t confident of our thoughts,
opinions and actions, and don’t want to be seen as harsh or opinionated.
3. Our body language is passive; we slouch and avoid eye-contact. Poor
posture and hesitant gestures can reflect insecurity and lack of confidence.

If you encounter a passive speaker, consider using the following techniques to

effectively communicate with a passive communicator and avoid any
unnecessary confusion:
1. Try to initiate a one-on-one interaction to build rapport. Passive speakers
are more comfortable with personal interactions than group discussions.
2. Give them enough time to think through their response when you ask
them a question.
3. Avoid asking yes/no questions; instead, pose open-ended questions that
encourage them to provide an in-depth response.
4. Pose open-ended questions that encourage them to give an in-depth
response
5. Encourage them to talk and share their thoughts by practicing active and
attentive listening

Passive communication doesn’t make you a bad person or a failure. However, it

can hold you back and limit your opportunities-making it difficult for you to
achieve your goals and objectives.

Aggressive Communication
This is a form of communication opposite on the spectrum in which a person
shares his wants, needs, desires, or opinions at the expense of someone else’s
wants, needs, desires, or opinions or right to be treated humanely. The problem
with aggressive communication is it very rarely solves problems. Usually, after
verbal explosions, there are hurt feelings, walls are built in relationships, and
the problem resurfaces later. People learn to avoid others who are aggressive
because they don’t want to get caught in the line of fire. Those who are
aggressive may feel better in the moment (they have a voice and have let their
needs, wants, and desires be known), but they often lose relationships and may
have difficulty making new ones.

Aggressive communicators aren’t afraid to express their thoughts, opinions and

feelings. They often demand respect and can be intimidating. They tend to
dominate conversations and often use a loud and authoritative tone. They are
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not hesitant to speak their mind even if it hurts others. Their body language can
also be aggressive.

Here are some ways in which you can effectively communicate with an
aggressive communicator:
• Try to remain calm by separating your emotions from your thoughts and
communicating in an objective manner
• Be assertive and stand your ground when sharing your thoughts and ideas
• Monitor your tone and body language and maintain professionalism
• If an aggressive communicator becomes too demanding and behaves
untowardly, avoid further engagement by walking away

Passive-Aggressive Communication
This is a combination of the two previously outlined communication styles. It is
often characterized by sarcasm or “joking,” but it often has a kernel of truth
embedded in it that can sting or cause you to question the real meaning of the
comments. It is passive, because the person’s opinion, wants, or needs are not
shared directly-they are hidden. It is aggressive because the opinion, wants, and
needs are often conveyed through biting sarcasm or flippant comments that can
be hurtful to the person on the receiving end. This form of communication can
have both hazardous effects of passive and aggressive communication. It can
make the person using this communication style feel as if they don’t really have
a voice and it can put distance in relationships because people become
suspicious about the person’s underlying meaning in their words.

Individuals who appear calm on the surface but harbour negative feelings are
passive-aggressive communicators. They express their negative thoughts
indirectly instead of sharing them openly. For example, a passive-aggressive
communicator will appear as though they aren’t affected by something, which is
a passive response–but they will react in emotionally-charged ways, which is
aggressive behaviour. You can spot a passive-aggressive person from the
disconnect between what they say and what they do.

Here are a few ways to deal with individuals displaying passive-aggressive

communication styles:
• Communicate directly and clearly and don’t leave room for
misunderstandings
• Ask them for their ideas and feedback to make them feel valued and heard
• Address negative behaviour and let them know it is unprofessional
• Manage conflict and disagreements effectively to prevent resentment and
long-term negativity

Assertive Communication
Assertive Communication is the best way to communicate with others. This form
of communication is characterized by honesty and a direct approach. The needs
and desires are stated, but not at the expense of the feelings or self-worth of
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others. The problem is stated and a solution is requested. By using this
technique, the problem will be solved in a congenial manner.

Assertiveness is the trait of being confident, bold and firm while speaking to
others without being aggressive. If you’re an assertive speaker, you’re able to
communicate with someone without sounding forceful or overpowering.
An assertive person comes across as respectful, trustworthy and self-assured.
You want to get your point across but also listen to what others have to say. In a
professional setting, behaving assertively helps establish your credibility and
improves work relationships. It’s a skill that can be learned over time. We
should work harder to be more assertive and stand for ourselves and others.

Assertive communication is one of the most productive and respectful

communication styles. Assertive communicators know how to express their
thoughts and feelings politely. They respect others’ feelings, opinions and ideas.
Their nonverbal cues include eye contact and a calm tone.

Let’s look at the ways to be assertive in our communication:

• Listen actively and respectfully to others
• Encourage others to share their ideas or opinions
• Be open to feedback and identify areas of improvement
• Respond to criticism and conflict calmly without getting affected by
emotions

Assertive Vs Aggressive Communication

What is aggressive behaviour? Aggressive behaviour is being forceful, egotistical
and arrogant when communicating with someone. There is an absence of tact or
social etiquette when someone is being aggressive. In many cases,
aggressiveness takes the form of bullying. This can include harsh criticism from
a manager and feedback that undermines your abilities. If you want to become a
compassionate and empathetic professional, you have to understand these fine
differences between being assertive and aggressive.

Think about a time when your words were crude or even selfish. Maybe it was a
conversation with a colleague or a junior. Remember that you have to say what’s
on your mind but not at the cost of hurting someone’s feelings.

Communicating assertively is important in the workplace because you have to

deal with different kinds of people daily. Some will try to go over your head
while others are too shy to say anything at all. Being able to navigate these
different personality traits is the hallmark of a good professional. An assertive
nature will help you communicate effectively with everyone you meet.

Assertive communication means getting your point across without disrespecting

the other person. You can do that by reading someone’s verbal cues (volume,
pitch and tone of voice) and nonverbal cues (body language, gestures and facial
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expressions). Take the time to understand the other person before you start
speaking over them. Communicating assertively comes from a place of mutual
respect where both parties are open to the other’s ideas and opinions. In the
workplace, you’ll notice assertive behaviour in brainstorming sessions and
appraisal meetings. In situations where you have to share ideas with your team,
you should be assertive so that your idea doesn’t get lost in translation. Try to
speak up for yourself but be careful not to cut off someone while they’re
speaking.

There are plenty of ways to become more assertive in your professional life. It
requires a lot of introspection and clarity about what you want and why. The
right approach is being open to change and a willingness to grow as an
individual. You may be quiet, passive, aggressive or indifferent. Assertiveness
lies somewhere in the middle of these three attributes and with practice, you’ll
be able to find the right balance.

Here are some ways to be more assertive:

1. Learn to Stand Up for Yourself:
Remember that in a competitive environment, everyone’s trying their best to
stand out. It could be to get a better salary, get promoted or earn credit for their
work. You need to distinguish yourself. You can do this by learning how to stand
up for your rights and voice.

Don’t let anyone walk over you or put you down. If you think you have great
ideas, be assertive when you’re presenting them to your team. Your self-
confidence will set you apart from the rest. Believe in yourself if you expect
others to believe in you.

2. Be Empathetic:
Empathy means to put yourself in someone else’s shoes and feel what they’re
feeling or at least attempt to. When you’re communicating with someone, it’s
easy to simply say what you want and end the conversation. But real skill is
modifying your words, your tone and your body language according to the other
person.

If you find that the person, you’re talking to seems distracted, try to understand
why. Maybe they’re going through something and can’t focus on what you’re
saying. Be assertive to draw them back into the conversation but also ask
questions to help however you can.

3. Voice Your Opinions and Thoughts:

In an organization, you have to navigate hierarchy and conflicting opinions.
Sometimes, you may be worried about voicing your opinion or going against
your manager. But your idea may be the one they’re searching for. Don’t be
afraid to share your thoughts with teammates and managers. For instance, if you
don’t like something about your colleague’s workstyle, tell them so you can
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arrive at a solution. Recognizing that you have a say in official matters is
important for your personal growth. It’ll help you become proactive and work
harder to achieve both your personal and professional goals.

4. Learn to Say ‘NO’:

It’s okay to say no when someone interrupts your work or asks you to do
something you simply have no time for. Saying no is one of the most important
lessons you’ll learn in a professional setting. Many people try to pass on their
work to others or take credit for someone else’s work. In these situations, being
assertive and saying no will tell the person that you have enough on your plate.
You can work more effectively when you know how much you can do and when
you need to take a break. Trying to please everyone is tricky, so develop the
habit of saying no wherever necessary.

5. Invite Feedback on Your Work:

Being open to criticism and feedback means that you’re willing to realize your
full potential. Invite others like your manager to provide feedback on your work
and try to improve where you feel necessary. But sometimes you may feel that
the criticism is too harsh or unreasonable. In this case, don’t shy away from
being assertive and expressing your opinion. It’s better not to take it personally
and instead focusing on how it can help you as a professional.

Examples of Assertiveness:
Many times, we try to modify our words to avoid offending someone. We use
phrases like “I would just like to…” or “I think…” instead of “Let’s do it this way”
or “I will be doing this...”. You might think that the former are ways to appear
humble, but these do more harm than good. They can undermine your authority
and position in your team. Be confident in what you want to say to get your
desired results. If you want a holiday for a personal reason, ask for it! Many of us
are guilty of losing ourselves in socially acceptable behaviour. This doesn’t mean
you shouldn’t be considerate but not at the cost of losing your voice.
Assertiveness can help you say what you want without offending someone.

Here are some examples of assertiveness:

1. Address your feelings and emotions – “I’m unhappy with how this played
out. I hope in the future we can work together to resolve this issue.”
2. Take initiative – “I want to work on this project because I have the right
skills and experience.”
3. Respect your time – “I can’t help you with this right now because I’m
already working on multiple tasks.”

Learning how to communicate assertively is important to be a self-aware,

respected and credible professional. You have to speak clearly and with clarity
to get your point across.

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VITALS OF COMMUNICATION

Human communication is not a dull and passive process. It is a dynamic and

active process. It has the following vital elements:

1. Initiation: Communication begins when a sender initiates a statement in

order to transmit a thought, an idea or information. The receiver receives the
statement transmitted by the sender. He interprets it and decides how to
respond.

2. Feedback: The response of the receiver that is sent back to the sender is
called feedback. The sender modifies further statements based on the
feedback. Feedback thus helps the sender to know whether the message has
been received correctly or not.

3. Channel: Channel connects the source and the receiver. A speaker and a
listener are connected to each other by sound waves and light waves.
Language is carried by sound waves and facial expressions and body
gestures by light waves.

4. Situation: Situation is the place or setting in which communication takes

place.

5. Purpose: Purpose contains the intention of the source, or speaker. It is the

communicative aim of the speaker.

6. Attitudes: The speaker and the listener carry certain ideologies, world-
views, beliefs, likes, dislikes and aptitudes with them. They are also under
the influence of changing emotional and mental states. These factors affect
the attitudes of the speaker and the listener at the time of communication.

7. Knowledge: The speaker has to possess adequate knowledge of the message

that is to be transmitted. Knowledge based on observation, study and
personal experience, helps the speaker to communicate effectively.

8. Expression: Expression consists of the ability to transmit or communicate.

Fluency, clarity and intelligibility of expression pave the way for effective
communication. When expression is clear, the message is transmitted
smoothly. This helps the speaker and the listener avoid communication gaps.
It also helps them to arrive at an agreement and take decisions. Improper or
faulty expression leads to breakdown of communication.

9. Language: Language is the most important element in the communication

process. Language embodies and conveys thought. It is an important means
to convey our thoughts and feelings. In its spoken and written form,
language is the commonest means of communication in all our social
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activities. The effective use of language means selecting appropriate words
and patterns of sentences during communication. These linguistic patterns
are supported by facial and body gestures which facilitate effective
communication.

10. Intellectualism: Communication is made effective only in an intellectual

atmosphere. The speaker and the listener have to express and understand
views calmly, rationally, precisely and efficiently. When intellectualism is
absent, thoughts and ideas are likely to be ineffective.

PERSUASIVE COMMUNICATION

The term ‘persuasion’ means to persuade or influence someone to do something.

Persuasive communication also means to persuade others to understand what
one is trying to communicate in one’s own way. Persuasive communication has
one main purpose to win the reader’s and listener’s support, belief and favour.
Persuasion skills are an important tool for employees in every industry. The
ability to influence others, present effective arguments and prompt others to act
is a valuable asset that can be beneficial in a range of workplaces.

Persuasion is the process of convincing someone else to carry out an action or

agree with an idea. In the workplace, persuasion is used to sell products, recruit
team members and increase productivity. An employee with strong persuasion
skills can influence others to perform well and succeed. A persuasive employee
is also able to expedite and facilitate group decision-making. When used well,
persuasion is a valuable soft skill that can have a significant impact in any
workplace.

Persuasion involves several other common soft skills, including:

1. Communication
2. Emotional intelligence
3. Active listening
4. Logic and reasoning
5. Interpersonal skills
6. Negotiation

1. Communication:
Good communication skills are the foundation on which you build other
persuasive skills. The goal of being persuasive is to influence others to think or
act in a certain way, and the quickest way to do that is to speak with them.
Effective communication skills involve expressing yourself clearly, using
nonverbal gestures and a vocabulary that the other person understands. If you
can share your ideas and thoughts in an engaging way that appeals to your
listener, they are more likely to be open to persuasion.

2. Emotional intelligence:
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Another important persuasive skill involves noticing and interpreting your
listener's emotions. Emotional intelligence is a learned skill that allows you to
understand what others are feeling and respond appropriately. When used for
persuasion, it also helps you tailor your persuasive methods to suit a particular
situation or person. Imagine you are trying to persuade one of your co-workers
to take on a new responsibility at work. As you are talking to them, you notice
that their arms are crossed and they are avoiding eye contact. When they speak,
their sentences are short and blunt. Using your emotional intelligence, you
should be able to see that they are feeling upset or intimidated. With this
information, you will be able to adjust your persuasion tactics to try to calm
them or ease their concerns.

3. Active listening:
Another learned persuasive skill is active listening. Listening well involves being
attentive and respectful in your conversation with others. Before you can
persuade someone, you will often need to know and understand their concerns
or arguments. Giving the other person time to speak and share their thoughts
will make them feel valued and can contribute to building trust. It will also allow
you to understand their motivations, which in turn will help you form more
effective persuasive arguments.

4. Logic and reasoning:

Many effective persuasive arguments are built using logic and reasoning skills.
Before you can persuade another person to believe in an idea or commit to an
action, they need to understand why doing so would be a logical choice. To show
them this, you will need to reason with them using facts that support your view.
A logical mindset and good reasoning skills will help you to form convincing
persuasive arguments.

5. Interpersonal skills:
Interpersonal skills are based on your ability to conduct positive interactions
and maintain meaningful relationships with other people. If you are not
comfortable with instigating conversations or engaging in workplace rapport,
you may find persuasion a challenge. Part of being persuasive is being genuine,
natural and at least a little charismatic. People are more likely to agree with
someone they like, so improving your interpersonal relationships is one of the
best ways to become more skilled in persuasion.

6. Negotiation:
Negotiation is often a crucial part of successful persuasion. In many cases, the
person you are persuading will be unwilling to cooperate unless they believe
they are benefiting from the deal. You may need to be able to facilitate a
compromise to persuade them to participate. To do this, you will have to
understand their needs, find a way to meet those needs and negotiate an
arrangement that pleases both sides. Negotiation skills take practice but can be

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a significant asset when you are trying to persuade a stubborn co-worker or
client.

Tips for using persuasion skills

Successfully implementing your persuasion skills will require time, energy and
practice. Here are some tips on how to persuade others effectively:
1. Focus on trust
2. Be aware of your surroundings
3. Find common interests
4. Use facts and feelings

1. Focus on trust:
Building trust is one of the most important elements of persuasive
conversations. If you are asking someone else to take a risk or step outside their
comfort zone, it is imperative that they trust you and your judgment. To build
trust, you will need to maintain a good reputation in your workplace and be
willing to serve. If you show yourself to be selfless and willing to help, others are
likely to return the favour.

2. Be aware of your surroundings:

Part of staging a successful persuasive conversation is picking the right time and
place. You will want to choose a location where your listener feels comfortable
and at ease. This could be in your office, in the staff room, at a nearby coffee
shop or even in your home. You will also want to pick a time when they are not
stressed or rushed, such as at the start of the week or during a long lunch break.

3. Find common interests:

As you are beginning a persuasive conversation or presentation, it is important
that you find common ground between yourself and your listeners. Focus on
your shared problems or mutual goals. If you can find something that you agree
on from the start, your listener will be more open to your other ideas.

4. Use facts and feelings:

When persuading someone, you will need to present indisputable data that
shows how agreeing with you will benefit them. For example, if you are selling a
car, you could persuade the customer by showing them graphs with detailed
safety information. To appeal to their emotions, you could talk to the same
customer about how much fun it would be to drive their kids in the car during
family road trips—and if the kids aren't having fun, at least they're in a safe
vehicle.

How to improve persuasion skills:

There are several steps you can take to become a more successful persuader:

1. Work on cultivating relationships:

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The first step in persuading more effectively is improving your people skills.
Focus on building trust and rapport with your co-workers, clients and friends.
Even if you never have to use your persuasive skills on these particular people,
strengthening your relationships with them will help you practice your
interpersonal and emotional intelligence skills. You can also seek out
opportunities to build new professional relationships and widen your network.
Effective communication is built on strong relationship. It enables us to
communicate even the most sensitive message to individual and audience with
whom we have established solid, trusting and strong relationship.

2. Build your confidence:

If you are trying to persuade someone else to change their beliefs or commit to a
task, you will need to show utter confidence in your own arguments. If you
struggle to make eye contact or express yourself clearly, your listener will find it
difficult to trust your argument. Practice your persuasive speeches in advance
and eliminate nonverbal signals that make you seem nervous.

3. Practice your communication skills:

Developing your professional and personal communication skills involves being
intentionally aware of how you interact with others. Seek out opportunities to
instigate conversations or join in a discussion. Make an effort to contribute to
group decisions and engage in workplace meetings. Any opportunity you have to
become a more effective communicator will also equip you to be a more skilled
persuasive speaker.

4. Understand the Audience:

A thorough understanding of the audience for persuasive communication is
essential. Businessmen must consider whom they are attempting to
communicate and with what objective. Objective and audience are key points of
effective persuasive communication.

5. Choose the Right Medium:

For effective persuasive communication, it is important to choose the medium
suitable for the message and the audience as well.

6. Take Time to Listen:

Two-way communication is the most effective way to persuade audience.
Sometimes communicators are so engaged in presenting their views that they
forget to listen to their audience. They fail to take the time to listen. However,
listening is important. It can help to provide further insights into the interest
desire, concern and motivation of audience.

7. Connect Emotionally with your Audience:

Good communicators are aware of the importance of emotion of the audience.
They always try to touch the heart of the audience. They respond to them in two
ways. First, they show their own emotional commitment to the position from
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where they are advocating or speaking. Secondly, they have a strong and
accurate sense of their audience’s emotional state and they adjust their tone and
the intensity of their arguments accordingly.

DIFFERENCE BETWEEN TECHNICAL WRITING AND GENERAL WRITING

Writing can be grouped into five basic types: technical, creative, expressive,
expository, and persuasive.
1. Technical writing conveys specific information about a technical subject
to a specific audience for a specific purpose.
2. Creative writing is fiction—poetry, short stories, plays, and novels—and is
most different from technical writing.
3. Expressive writing is a subjective response to a personal experience—
journals and diaries—whereas technical writing might be objective
observations of a work-related experience or research.
4. Expository writing “exposes” a topic analytically and objectively, such as
news reports. Like technical writing, the goal of expository writing is to
explain or reveal knowledge, but expository writing does not necessarily
expect a response or action from the reader.
5. Persuasive writing depends on emotional appeal. Its goal is to change
attitudes or motivate to action.

There are several differences between technical writing and literary or general
writing. The first difference is the content itself. Technical writing is a transfer of
information related to specialized subjects and various scientific and technical
issues whereas a literary composition involves subjective presentation of
feelings, ideas, and sentiments.

The second difference is the style of presentation. While a literary composition

may use literary devices involving formal or informal elements of style, technical
writing is always formal. It may also involve certain elements such as technical
vocabulary, specialized terminology, graphic aids and non-verbal data.
Moreover, technical writers generally use certain complex but important
exposition techniques such as description, classification, hypothesis, narration,
explanation, comparison contrast.

The next important difference lies in the approach of presentation and the style
of writing. Unlike a literary composition which may be subjective or objective,
technical writing is always objective and purpose oriented. Technical writing
usually involves a systematic discussion, analysis and interpretation of facts
rather than expressions of feelings and emotions. It is, therefore, marked by
objectivity, impersonal approach clarity and precision.

Criteria Technical Writing Literary Writing

Content factual, straight-forward imaginative, metaphoric or

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symbolic
Audience specific general
Purpose inform, instruct, persuade entertain, provoke, captivate
Style formal, standard, academic informal, artistic, figurative
Tone objective subjective
Vocabulary specialized general, evocative
Organisation sequential, systematic arbitrary, artistic

FEATURES OF TECHNICAL WRITTEN COMMUNICATION.

Technical communication makes professional interaction possible and directs

the flow of technical information and knowledge for the guidance of technocrats,
engineers, and others in their professional activities. It stimulates scientists and
researchers to act to achieve individual as well as social and organisational
objectives and develops information and understanding essential for effective
group functioning. Moreover, it leads to unification between the activities of
individuals as a work team and helps to foster positive attitudes required for
motivation, cooperation, and other important organisational processes. Finally,
it ensures free exchange of information and ideas and promotes scientific
temper and maintenance of professional relations.

With the information revolution and socio-economic changes in the new

millennium, the importance of effective technical communication skills has
increased. The whole world has become a global market and the transfer of
technology is playing a key role in economic growth and transformation. As the
professional world becomes more diverse, competitive, and result-oriented, the
importance of technical communication skills continues to increase. In fact,
technical communication skills are crucial to professional success today
because, success in communicating in the technical environment will depend
not just on an effective style but on the ability to analyse, organize, and present
essential information effectively.

Technical writing is a transfer of information related to specialized subjects and

various scientific and technical issues. It is a process of communicating a specific
message to a specific audience with a specific purpose. It is a central factor in the
emerging knowledge society, where technocrats and professionals in different
areas face new communication challenges. We may define technical writing as a
transmission of scientific and technical information from one individual or
group to another. This exchange of professional information may include simple
definitions of tools, complex description of machines and processes, or
sophisticated explanation and interpretation of scientific principles. Effective
technical writing is a dynamic interchange that may involve a systematic
understanding of scientific and technical subjects.

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The three important requirements of effective technical writing are subject
competence, linguistic competence, and organisational competence. Subject
competence is the first requirement of technical writing. It is the possession of
appropriate knowledge of a particular technical subject matter as well as the
possession of highly sophisticated technical or professional skills. Linguistic
competence, on the other hand, is the possession of appropriate language skills
and the ability to present scientific facts or information clearly and objectively.
As technical writing involves technical presentation of data in reports,
proposals, research papers, technical bulletins, manuals, and handbooks,
linguistic competence includes several functional skills. Lack of these skills may
lead to ineffective or incomplete communication.

Organisational competence is the ability to organize technical information in a

logical and structured way. It includes several skills such as the ability to
sequence thoughts in a sentence, organize a paragraph according to the needs of
the reader and the topic, use appropriate logical ordering, and provide thematic
coherence to expression.

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