CHEPTER 1

COMMUNICATION SKILLS/DEMONSTRATE COMMUNICATION

SKILLS
Definition of key terms Communication:
Communication refers to the process of sending and receiving messages between
the sender and the receiver. The messages can be sent through verbal, non-verbal,
writing, graphical representations, signals, sign and behavior.
Communication Process: Communication process consists of some interrelated
steps or parts through which messages are sent from sender to receive. It is the
sharing of meaningful information between two or more people with the goal of
the receiver understanding the sender's intended message.
Mode of communication: It is the channel through which messages are passed
and received. It is the medium used by the sender and the receiver to communicate
Specific communication needs of clients and colleagues are identified and met
For communication to take place there is need to understand the communication
needs of colleagues and clients. This requires identification of the needs and
meeting them. In order to identify needs, it is important to ask and record how
colleagues wish to receive communication. This must be done upon first contact or
later as soon as practicable. The communication needs must be identified
opportunistically and proactively but not retrospectively.
Methods of identifying communication needs
 Self-definition of communication needs that clients and colleagues are asked to
define their communication needs. This ensures reception of information in a
format that can be best understood by the client/colleague.
 Asking for any communication or information support needs.
 Asking for a minimum of two options or ways in which they can explain their
needs.
 Asking the clients or colleagues to advice the organization of their
communication or information needs.
  Including a standard line in all correspondence in order to encourage people to
contact the organization, should they have any information.
 Considering people who are unable to read letters or any information either blind
or illiterate thus can be contacted through telephone.
 Using existing data about information needs to serve the clients and colleagues in
the organization. Therefore, in order to identify the communication needs and
preferences of clients and colleagues, there is need to;
 Assess client’s/colleague’s information about language and communication
needs.
 Use different strategies and sources to identify the needs.
 Observe the colleague’s/client’s behavior and get the communication.
 Pay attention to the colleagues/clients when communicating.
 Seek appropriate/suitable ways to understand/interpret client’s/colleagues’
communication.
 Record and report communication needs according to the workplace
requirements.

Communication process
For communication to happen, it must be composed of a sender, receiver,
message, feedback, medium and contextual factors.. Communication cycle
Different approaches to communication Effective communication builds
relationships between colleagues, clients and organizations. Meeting
communication needs of colleagues/clients is a sign of respect.
The following approaches can be used to meet communication needs of
clients/colleagues in an organization:
 One-on-one time with the client/colleague
 Total respectfulness i.e. demonstrates the respect you have for a person
comprehensively.
 Writings/letters I.e. very powerful and are treated seriously.
  Clarification and bringing light to a situation i.e. it is important to clearly state
what you/organization wants.  Understanding the importance of others. Means of
communication Communication simply refers to the creation and exchange of
meaning.
Means of communicating Examples
Verbal Speech, oral communication Non-verbal Written Graphical representation
Maps, charts, info graphics Signals Signs Behaviours Modes of communication
There are three modes of communication namely:
i. Interpretive communication: Is a one-way communication without getting
feedback for active negotiation of the meaning with the producer, speaker or
the writer. The listener, viewer or the reader interprets whatever the
speaker/writer wants the receiver to get/understand.
ii. Interpersonal communication: Is a two-way communication with active
negotiation of meaning between the sender and the receiver. It is
spontaneous, involves exchange of information and meaningful because of
its two way, adjustments and clarifications are made accordingly.
iii. Presentation communication: Is a one-way communication meant for
audience (viewers, listeners or readers). It does not involve exchange of
information and there is no direct opportunity for active negotiation of
meaning
 Total listening i.e. this prioritizes the client/colleague and the issue at hand. 
Patience and calmness. noise sender decoding message encoding .
Differences between different modes of communication
Interpersonal
1. Two-way communication that allows active negotiation of meaning among
individuals.
2. Spontaneous and involves information exchange, thus very meaningful.
3. Participants may monitor and observe one another for common meaning
Interpretive
1. One-way communication without room for negotiation of meaning.
2. There is individual interpretation of information from the sender by the
receiver.
3. Interpretations differ depending on the receiver’s understanding.
Presentational
1. One way communication that is intended for an audience.
2. Information is presented and there is no exchange hence no negotiation for
meaning
3. The presenter of the message gives direction.

Addressing conflicts using communication Conflicts are inevitable at

workplaces where people of different personalities and backgrounds meet
daily.
At workplace, conflicts may occur in different ways e.g. between two
colleagues an employee and a client, teams of supervisor’s etc. irrespective
of the different ways/types of conflicts. The root cause of conflicts in an
organization is poor communication. Therefore, conflicts can be
solved/addressed amicably, promptly and without compromising the
standards of the organization. Types of conflicts in an organization
The following types of conflicts are likely to happen in an organization:
 Conflict within the individual e.g. role conflict, value conflicts etc.
 Interpersonal conflicts i.e. conflict between two or more individuals.
 Conflict between an individual and a group.
 Intergroup conflict e.g. between groups, departments etc.
 Inter-organizational conflict i.e. occurs between organizations.
Handling/addressing conflict in an organization For day to day smooth
running of organizations, the following steps need to be taken promptly to
address conflicts if any:
i. Embrace conflict - We should not avoid conflict or pretend that it
has not happened. We must deal with these uncomfortable issues as
soon as possible to avoid bad 10 feelings and more problems.
Colleagues should be encouraged to find a solution to their
differences.
ii. Talk together - Create time and place to speak to each other. This
should be in a place without interruptions and enough time should be
spared for this.
iii. Listen carefully - Give full attention to the person speaking to
you /you are talking to. Ask for clarifications for better
understanding.
iv. Find agreement -Resolutions are always possible, when agreements
are reached. Finding an agreement shows the willingness to establish
common ground and build trust elements again.
v. Provide guidance -Give directions on the next step and suggest
further actions after an agreement is reached.
Be quick to forgive -With resolutions, no grudges/tension should be
kept
Barriers to effective communication
These include;
 Physical barriers
 Personal barriers
 Semantic/language barriers
 Status barriers
 Organizational structure barriers
 Barriers due to inadequate attention
 Premature evaluation
 Emotional evaluation
 Resistance to change
Conflict is addressed promptly and in a timely manner and in a way
that does not compromise the standards of the organization.
Develop Communication Strategies Introduction
This unit involves developing communication strategies that are
effective in disseminating of information internally and externally,
considering special communication needs while developing the
strategies. The unit also involves analyzing, evaluating and revising
communication strategies where necessary to make sure they are
effective.
Definition of key terms Communication: This is a process
through which information is exchanged between groups,
individuals etc. by use of common systems of symbols, signs or
behavior.
Communication Strategy: This is the plan of achieving the set
communication objectives.
Communication Pathway: This refers to an established connection
between two endpoints, with each endpoint on a separate zone or
server.
Communication strategy is the plan to achieve the set
communication objectives. Strategies for effective internal and
external dissemination of information are developed to meet the
organization’s requirements
Characteristic of a communication strategy
 Brief summary of the situation analysis.
 Segmentation of audience.
 Theory informing the strategy development.
 Approaches to be used in achieving the objectives.
 The desired change’s position.
 Benefits of the desired change.
 Communication channels to be used in disseminating information.
 The strategy implementation plan.
 The monitoring and evaluation plan to be used.
 Budge
Importance of a communication strategy
 Improves workplace communication.
 Increases employee/client satisfaction.
 Positively affect absenteeism and turnover rates at workplace.
 Sparks innovation.
 Improves employee productivity.
 Attracts top talents/ideas
Importance of a communication strategy
 Improves workplace communication.
 Increases employee/client satisfaction.
 Positively affect absenteeism and turnover rates at workplace.
 Sparks innovation.
 Improves employee productivity.
 Attracts top talents/ideas.
Developing a communication strategy In order to develop an
effective communication strategy, a ten-step process is
undertaken.
This involves;
i. Analysis of the big picture: Understanding what has to be
accomplished before embarking on the strategic
communication plan.
ii. Clearly define the goals of the organization: Before the
planning stage, make sure the organization’s goals are well
defined in order to formulate a successful plan.
iii. Clearly define the individual program’s goals in the
organization: Program goals are more specific than the
organization’s goals and must be well defined.
iv. Clearly define the specific means of each program’s
communication: Different programs may require different
means, so clearly define the means of communication for
each program.
v. Clearly define the target audience: Clearly identify the
groups/people/clients to be communicated to.
vi. Clearly and carefully develop the messages/information to
be portrayed: This will give the target audience a better
understanding.
vii. Set a timeline: This gives an organization a strict guideline
thus keeping it on track to execute its tasks in a timely
manner.
viii. Develop an initial plan: This gives the organization a
direction to proceed in. This is a step-by-step process that
must be followed to achieve its objectives.
Consideration of Special Communication Needs
Special communication needs are considered in developing
strategies to avoid discrimination in the workplace. When
developing communication strategies, communication needs
of different stakeholders of the organization must be
considered.
 Group Dynamics. Consider different abilities and special
requirements of different stakeholders. A special
consideration to the interactions and forces that operate
between the groups. This will enable a strategy to be very
effective in communicating to a group of employees, clients
 Styles of group leadership. You must also consider the
leadership styles employed by different groups. Thus, the
group norms must be well understood when developing
communication strategies. Consider authoritarian leadership
style and its implications, democratic leadership style and
Laissez-faire leadership style and their implications
.  Openness in communication. Communication strategies
must be able to reveal information about
organization/people, willingness to listen and react honestly.
However, openness must be applied with caution.
 Flexibility in communication. Strategies sometimes have
to vary messages based on the unique situations. Due to fact
that people and things change, flexibility in communication
is inevitable.
 Communication skills. Consider specific communication
skills when developing strategies. These skills may include;
clarity and conciseness, confidence, empathy, respect, open-
mindedness, friendliness etc.
Analyzing, Evaluating and Revising Communication
Strategies
Communication strategies are to be analyzed, evaluated and
revised where necessary to make sure they are effective.
After an initial communication strategy plan has been
implemented, it is good practice to analyze, evaluate and
revise it for its effectiveness. Through this, all the elements
will be assessed, and their visibility established. It will also
necessitate adjustments for elements that won’t work well

Steps in analyzing a communication strategy

In analyzing a strategy, people/organizations must consider
SWOT analysis thus measuring the strength, weaknesses,
opportunities and strength of strategy.
 Identify the strength. Check on the level of engagement,
the interests developed, attitudes and how people visit your
organization/the sites. Consider this from both internal and
external perspective and capitalize on them.
 Identify the weakness. Check on the weakness, faults and
defects of the communication strategy.
  Identify the opportunities. Check on the development
trends, possible changes in the market and alternative ways
of combating the weakness identified.
 Identify threats. Identify the red flags and obstacles,
competitors, technology, new requirements and demands
and act on them appropriately.