Effective Business

Communication
Introduction to Communication

LESSON 1
Content

• History of Communication
• Definition of Communication
• Categories of Communication
• The Communication Process
• Clarifying & Clarification
• Reflecting & Reflection
• The Communication Process
• Interpersonal Communication Skills
• Aristotle’s Communication Model
• Mehrabian’s 7-38-55 Communication Model
• Elements of Interpersonal Communication
• Uses of Interpersonal Communication
• How to Be an Effective Interpersonal Communicator
• Social Skills
• Why is Business Communication Important?
History of Communication
“ How did humans develop the ability to communicate? Are humans the only creatures on
earth that communicate? What purpose does communication serve in our lives?”

• Answers to these historical, anthropological, and social scientific questions provide part of
the diversity of knowledge that makes up the field of communication studies.

• Human beings have a special capacity to use symbols to communicate about things
outside their immediate temporal and spatial reality.

• Example, humans have the capacity to use abstract symbols, like the word education, to
discuss a concept that encapsulates many aspects of teaching and learning. Humans can
also reflect on the past and imagine the future.

• The ability to think outside their immediate reality is what allows humans to create
elaborate belief systems, art, philosophy, and academic theories.
Definition of Communication
• Communication is simply the act of transferring information from one place, person or
group to another. Every communication involves (at least) one sender, a message and a
recipient. This may sound simple, but communication is actually a very complex subject.

• The transmission of the message from sender to recipient can be affected by a huge
range of things. These include emotions, the cultural situation, the medium used to
communicate, and even location.

• The complexity about communication is why is good communication desired by

employers around the world? This is because accurate, effective and unambiguous
communication is extremely hard.
Definition of Communication
• A communication therefore has three parts: the sender, the message, and the recipient.
The sender ‘encodes’ the message, usually in a mixture of words and non-verbal
communication. It is transmitted in ways such as speech or writing, and the recipient
‘decodes’ it.

• Of course, there may be more than one recipient, and the complexity of communication
means that each one may receive a slightly different message. Two people may read very
different things into the choice of words and/or body language.

• It is also possible that neither of them will have quite the same understanding as the
sender. In face-to-face communication, the roles of the sender and recipient are not
distinct.

• The two roles will pass back and forwards between two people talking. Both parties
communicate with each other, even if in very subtle ways such as through eye-contact (or
lack of) and general body language. In written communication, however, the sender and
recipient are more distinct.
 Get 5 people from the class to talk about themselves for 2-3
minutes. Pick another 3 people, ask them to answer a question
about the person who introduced themself.
Activity 1
The reasoning of this activity is to get the idea of communication, to
pass information from one party to another.
Categories of Communication
• There are a wide range of ways in which we communicate and more than one may be
occurring at any given time.

• The different categories of communication include:

• Spoken or Verbal Communication

• Non-Verbal Communication
• Written Communication
• Visualizations
Categories of Communication
Spoken or Verbal Communication
• An introduction, a presentation, a telephone conversation, and a videoconference call are
all examples of verbal communication, because information is transmitted orally.

• Despite the ubiquitous use of technology in the business world, verbal communication is
the most common method of exchanging information and ideas. It is powerful, fast, and
includes voice inflections that help senders and receivers understand the message more
clearly.

• The downside to verbal communication is that once it is spoken, the words are essentially
gone; they are preserved only in the memory of those present, and sometimes the
memories of the specific words spoken vary dramatically.
Categories of Communication
• Voice inflection is the impact communicators put on certain words. This can have a
significant impact on the meaning of what is said. In fact, the same words can take on
completely different meaning based on the inflection used.

• Example, if you say the sentence from the figure below with an inflection on a different
word each time, the sentence communicates something completely different each time.
Categories of Communication
Non-Verbal Communication
• Non-Verbal Communication includes body language, gestures, how a person dresses or
acts, where people stand, and even perfume used by people.

• There are many subtle ways people can communicate (perhaps even unintentionally) with
others.

• Example, the tone of voice can give clues to mood or emotional state, whilst hand signals
or gestures can add to a spoken message.
Categories of Communication
Written Communication
• This includes letters, e-mails, social media, books, magazines, the Internet and other
media.
• Until recent times, a relatively small number of writers and publishers were very powerful
when it came to communicating the written word.
• Today, almost anyone can write and publish ideas online, which has led to an explosion of
information and communication possibilities.

Visualizations
• Visualizations include graphs and charts, maps, logos and other visualizations that can
communicate messages.
The Communication Process

• In the communication process, a message or communication is sent by the sender

through a communication channel to a receiver, or to multiple receivers.

• The sender must encode the message (the information being conveyed) into a form that
is appropriate to the communication channel, and the receiver(s) then decodes the
message to understand its meaning and significance.

• Misunderstanding can occur at any stage of the communication process.

• Effective communication involves minimizing potential misunderstanding and overcoming

any barriers to communication at each stage in the communication process.
The Communication Process

• An effective communicator understands their audience, chooses an appropriate

communication channel, conveys their message to this channel and encodes the
message to reduce misunderstanding by the receiver.

• They will also seek out feedback from the receiver as to how the message is understood
and attempt to correct any misunderstanding or confusion as soon as possible.

• Receivers can use techniques such as Clarification and Reflection as effective ways to
ensure that the message sent has been understood correctly.
Clarifying & Clarification

• In communication, clarification involves offering back to the speaker the essential

meaning, as understood by the listener, of what they have just said.

• By checking that the listener's understanding is correct and resolving any areas of
confusion or misunderstanding.

• Clarification is important in many situations especially when what is being communicated

is difficult in some way.
Reflecting & Reflection

• However good someone think their listening skills are, the only person who can tell if they
have understood correctly or not is the speaker.

• Therefore, as an extension of good listening skills, there is also a need to develop the
ability to reflect words and feelings and to clarify that the information is understood
correctly.

• It is often important that the listener and the speaker agree that what the listener
understood is a true representation of what was meant to be said.
The Communication Process
Interpersonal Communication Skills
• Interpersonal communication is the process by which people exchange information,
feelings, and meaning through verbal and non-verbal messages, such as face-to-face
communication.

• Interpersonal communication is not just about what is said, or the language used, but
more on how it is said, and the non-verbal messages sent through tone of voice, facial
expressions, gestures and body language.

• When two or more people are in the same place and are aware of each other's presence,
then communication is taking place, no matter how subtle or unintentional.

• Without speech, an observer may be using cues of posture, facial expression, and dress
to form an impression of the other's role, emotional state, personality and/or intentions.
Although no communication may be intended, people receive messages through such
forms of non-verbal behaviour.
Aristotle’s Communication Model
• Aristotle’s Model of Communication is a unique communication tool proposed before 300
B.C. by the Greek philosopher Aristotle.

• Aristotle’s Model of Communication is the first model of communication and is considered

very simple and straightforward.

• This is a speaker centered model where the speaker and speech are very important. It is
broadly divided into 5 primary categories which are Speaker, Speech, Occasion,
Audience, and Effect.

• The speaker’s role to deliver a speech is considered as the first category. The speaker
gives the speech whereas the target audience is passively influenced.
Aristotle’s Communication Model
• Aristotle’s model of communication is mainly categorized into three components that are
related to each other and are considered a must to become a good communicator. These
elements of communication are Ethos, Pathos & Logos.

Ethos
• Ethos is the characteristic that defines the credibility of the speaker in a communication
model. It is a fact that without credibility the words of the speaker will hold no power over
its audience and thus fail to impress and persuade them.

• It is the position and expertise in a specific field that gives the speaker credibility,
authority, and power. The speaker plays an important role and must maintain eye contact
so that his speech is widely accepted by the target audience.
Aristotle’s Communication Model
• Example, William and Robert are contesting from the same seat. William has the
reputation of working diligently for the people whereas the other person Robert is known
for his corrupt nature.

• In such a scenario people will most probably go to hear the speech of the good politician
and not the corrupt one. This is because it is Ethos that is showcasing the credibility of the
speaker or the writer.

• Remember it is easy to damage the Ethos of a person in the Aristotle Model of

Communication. In the above example, Robert was not considered a corrupt politician
from the beginning but when he became involved in a scandal people started thinking of
him in a bad light.
Aristotle’s Communication Model
Pathos
• When there is an emotional bond, it becomes easy to make a connection. Pathos in the
communication model helps the speaker to connect with the audience through various
emotions like anger, sadness, happiness, confidence.

• Profit and non-profit organizations, politicians, etc. capitalize on Pathos to address and
connect with the emotion of the target audience.

• Example, in the above-mentioned scenario, politician William will take the help of Pathos
and refer to his good deeds to create a connection with his audience.
Aristotle’s Communication Model
Logos
• Logos is considered an important element of Aristotle’s communication model that
signifies logic.

• The audience will not only be influenced by the speech but also the logic behind it. The
speaker must take the help of Logos in Aristotle’s communication model and present
statistics and facts so that the audience can believe and ultimately relate with him.

• Persuasion will work only to a certain degree but when it is backed by rational thoughts
and information then the combination is awesome.

• Example, if the politician William highlights his good deeds with facts and figures, for
instance, the number of hospitals or schools he has helped to build then his chance of
connecting with the audience will automatically rise.
Aristotle’s Communication Model
Criticisms of Aristotle’s Model of Communication
Aristotle’s Model of Communication has faced condemnation from other well-known
personalities in this field.

• One of the major criticisms of Aristotle’s model is that it is considered a communication

process one-way where the model is mainly focused from speaker to receiver. It starts
from the speaker gives a speech and ends at the receiver or the audience.

• Exploring human nature is not a criterion of this communication concept as the Aristotle
model is mainly focused on the speaker.

• The model is used in public speaking, and this limits its usefulness.
Aristotle’s Communication Model
• Aristotle’s Model makes the communication process useless as it lacks the concept of
feedback.

• The first model of communication does not include the concept of barriers and noise that
are considered a major part of interpersonal communication.
Mehrabian’s 7-38-55 Communication Model
• Professor Albert Mehrabian has pioneered the understanding of communications since
the 1960s. Mehrabian's work featured strongly (mid-late 1900s) in establishing early
understanding of body language and non-verbal communications.

• Mehrabian's findings has cited that:

• 7% of message pertaining to feelings and attitudes is in the words that are spoken.
• 38% of message pertaining to feelings and attitudes is paralinguistic (the way that the
words are said).
• 55% of message pertaining to feelings and attitudes is in facial expression.

• Example, how come that someone who is stamping their feet while yelling ‘I’m not angry’,
does not come across as credible? The use of one’s voice, such as tone, intonation and
volume, take up 38% and as much as 55% of communication consists of body language.
This 7 38 55 rule of Communication is still much used today.
Mehrabian’s 7-38-55 Communication Model
• According to Albert Mehrabian, interpersonal communication regarding the
communication model consists of three elements:

Words spoken (Verbal)

• That which is literally being said. The spoken word is part of the verbal
communication in this, and the intonation and body language are both part of the non-
verbal communication.

Intonation (Vocal)
• How something is said (use of voice). Intonation is the vocal factor and body
language the vocal factor.

Body language (Visual)

• Which posture, facial expressions and gestures someone uses.
Mehrabian’s 7-38-55 Communication Model
Dominant
• The non-verbal elements in the 7 38 55 rule of Communication show a person’s feelings
and opinions.

• When someone says something, their body language and intonation could be dominant,
as a result of which there is no agreement between what they say and what they radiate.

• It is a myth that we can communicate globally with people with a different language
background just by using non-verbal communication. It is about the interaction, in which
the non-verbal elements could be dominant.
Mehrabian’s 7-38-55 Communication Model
Congruence
• Apart from interaction, communication is also about the fact that the verbal and non-
verbal elements support one another and that these are congruent.

• What someone says will then be more powerful and convincing because of their gestures
and intonation.

• The message will absolutely be more unconvincing when there is no congruence, and the
receiver could be set on the wrong track. They will unconsciously focus more on the non-
verbal elements that will always dominate collectively.
Elements of Interpersonal Communication

Common Elements of Interpersonal Communication include:

• The Communicators
• The Message
• Noise
• Feedback
• Context
• Channel
Elements of Interpersonal Communication
The Communicators
• For any communication to occur there must be at least two people involved.

• However, the problem with this way of seeing a relationship is that it presents
communication as a one-way process where one person sends the message and the
other receives it. While one person is talking, and another is listening.

• Communications are always complex, two-way processes, with people sending and
receiving messages to and from each other simultaneously.

• In other words, communication is an interactive process. While one person is talking the
other is listening - but while listening they are also sending feedback in the form of smiles,
head nods etc.
Elements of Interpersonal Communication
The Message
• Messages do not only mean the speech used or information conveyed, but also the non-
verbal messages exchanged such as facial expressions, tone of voice, gestures and body
language.

• Non-verbal behaviour can convey additional information about the spoken message. It
can reveal more about emotional attitudes which may underlie the content of speech.
Elements of Interpersonal Communication
Noise
• Noise has a special meaning in communication theory. It refers to anything that distorts
the message, so that what is received is different from what is intended by the speaker.

• Whilst physical 'noise’ (Example, background sounds or a low-flying jet plane) can
interfere with communication, there are other factors which are also considered to be
‘noise’.

• The use of complicated jargon, inappropriate body language, inattention, disinterest, and
cultural differences can be considered 'noise' in the context of interpersonal
communication.

• In other words, any distortions or inconsistencies that occur during an attempt to

communicate can be seen as noise.
Elements of Interpersonal Communication
Feedback
• Feedback consists of messages the receiver returns, which allows the sender to know
how accurately the message has been received, as well as the receiver's reaction.

• The receiver may also respond to the unintentional message as well as the intentional
message.

• Types of feedback range from direct verbal statements, Example "Say that again, I don't
understand", to subtle facial expressions or changes in posture that might indicate to the
sender that the receiver feels uncomfortable with the message.

• Feedback allows the sender to regulate, adapt or repeat the message in order to improve
communication.
Elements of Interpersonal Communication
Context
• All communication is influenced by the context in which it takes place.

• However, apart from looking at the situational context of where the interaction takes place,
for example in a room, office, or perhaps outdoors, the social context also needs to be
considered, for example the roles, responsibilities and relative status of the participants.

• The emotional temperament and participants' expectations of the interaction will also
affect communication.
Elements of Interpersonal Communication
Channel
• Channel refers to the physical means by which the message is transferred from one
person to another.

• In a face-to-face context the channels which are used are speech and vision, however
during a telephone conversation the channel is limited to speech alone.
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 When you can observe some interpersonal communication, observe
and think about the following factors:

Activity 1 • Who are the communicators?

• What messages were exchanged?
• What (if any) noise distorts the message?
• How is feedback given?
• What is the context of the communication?

You probably do this all the time, subconsciously, but when you
actively observe interpersonal communication, you can appreciate
its mechanics even better.

Share your observation in class.

Uses of Interpersonal Communication
Interpersonal Communication is a key life skill and can be used to:

• Give and collect information

• Influence the attitudes and behaviour of others
• Form contacts and maintain relationships
• Make sense of the world and our experiences in it
• Express personal needs and understand the needs of others
• Give and receive emotional support
• Make decisions and solve problems
• Anticipate and predict behaviour
• Regulate power
Uses of Interpersonal Communication
• Interpersonal skills also plays a large part in career development.

• At first it may seem a simple and natural thing to do, but talking to people is a complex
process, and it becomes more difficult when the speaker does not know how the other
person will react. This is where effective communication comes into play.

• There is a great difference in the ability to communicate and the ability to communicate
effectively.

• Thus, it requires a person to have good communication skills as it can make or break
trust, deals or even change a career.
How to Be an Effective Interpersonal Communicator
Don't Show Negative Body Language
• As the saying goes, ‘the first impression is the last impression’, thus, always be careful
when it comes to body language.

• It is said that a typical communication consists of more than 50% non-verbal

communication, which includes body language.

• If body language is sending negative signals to the other person, the communication will
probably break down in the process.
How to Be an Effective Interpersonal Communicator
Do Not Interrupt the Other Person
• It is very rude to interrupt a person while they are speaking. Nobody likes to be interrupted
because it hampers the thought process, and it is disrespectful.

• If there is a need to make an interruption and it is necessary for to speak at the exact
moment, then try to make gentle interruptions.

• Get permission to interrupt, and say sorry, make sure whatever is said justifies the
interruption.
How to Be an Effective Interpersonal Communicator
Think Before Speaking
• Another adage that perfectly describes this point is ‘look before you leap’.

• Take some time to think how the words are going to affect the other person with whom
before making any comments.

• Try to connect with the feelings of the other person in order to show that there is genuine
care about the conversation that is going on.
How to Be an Effective Interpersonal Communicator
Listen Well
• The ability to listen to what a person is saying is itself a skill and there must be focus on
listening while communicating with others.

• With good listening skills, one will be able to understand that person’s words more clearly
and react in a positive manner.

• It will also send a signal to the other person that they care about what he/she has to say.
How to Be an Effective Interpersonal Communicator
Don't be Defensive or Attacking – Be Neutral
• Some people tend to get defensive or attacking during conversations.

• Do not get overexcited when someone points out mistakes and get defensive or attack
them.

• Be neutral and transparent so there is an understanding of what is being discussed.

• Always maintain the balance in the conversation so that everyone involved in the
discussion has a fair part in it.
How to Be an Effective Interpersonal Communicator
Don't Deviate
• Always try to stick to the topic of discussion to maintain the relevancy of the
communication process.

• There is no need to bring something totally unrelated to the discussion and waste the time
of the people involved.

• When the topic is being deviated away from, the whole idea of the conversation becomes
less meaningful.
How to Be an Effective Interpersonal Communicator
Be Open to Receiving Feedback
• Sometimes it is good to step back and be receptive to feedback.

• Communication is a two-way process and should remain like that.

• One should be able to open to feedback from the other person and give honest feedback
whenever needed.
How to Be an Effective Interpersonal Communicator
Use the Right Communication Method
• Communication may not necessarily always be verbal.

• Different types of situations ask for different methods.

• It is necessary to identify which method of communication is effective, and where it is

effective.
Social Skills
• Social skills are the skills used to communicate and interact with each other, both verbally
and non-verbally, through gestures, body language and our personal appearance.

• Human beings are sociable creatures and have developed many ways to communicate
messages, thoughts and feelings with others.

• What is said is influenced by both verbal language and the way it is used, such as tone of
voice, volume of speech and the words, as well as by more subtle messages such as
body language, gestures and other non-verbal communication methods.
Social Skills
• The fact that some people are better 'social interactors' than others has led to detailed
investigations into the nature and function of interpersonal interaction.

• Developing social skills is about being aware of how to communicate with others, the
messages sent and how methods of communication can be improved to make
communication more efficient and effective.
Social Skills
There are distinct advantages to having well developed social skills.

More and Better Relationships

• Identifying well with individuals leads to more relationships and, at times, friendships.

• By developing social skills, a person becomes more charismatic, a desirable trait.

• People are more interested in charismatic people as charismatic people are (or at least
appear to be) more interested in them.

• A person cannot advance far in life without strong interpersonal relationships. Focusing on
relationships will help get a job, get promoted and make new friends. Well honed social
skills can increase happiness, satisfaction and give a better outlook on life.
Social Skills
Better Communication
• Relating with people and being able to work in large groups naturally develops one's
communication skills.

• A person can not have great social skills without good communication skills and being
able to convey one's thoughts and ideas may be the single most important skill that they
can develop in life.
Social Skills
Greater Efficiency
• Some people dread social interactions because they do not wish to spend time with
individuals who do not have similar interests and viewpoints.

• It is a lot easier to attend a meeting at work or a party in personal life if there is at least
some of the people on the same wavelength there.
Social Skills
Advancing Career Prospects
• Most worthwhile jobs have a 'people component' and the most lucrative positions often
involve a large amount of time spent interacting with employees, media and colleagues.

• It is rare that an individual can remain isolated in their office and still excel in their job.

• Most organizations are looking for individuals with a tactical skill set: the ability to work
well in a team and to influence and motivate people to get things done.
Why is Business Communication Important?
• There are some reasons why business communications plays an important role in a
company:

• Improve Employee Engagement

Internal Communication teams have a significant role in supporting, coaching and
reminding leaders of communication’s importance.

• Eliminates Overload of Emails

Within companies, email is used for everything from information requests, employee
communications and feedback, status reports, task assignments, communications with
customers and suppliers, meeting invites, document distribution, notices from HR on
various team activities, benefits and birthday wishes.
A staff typically spends about 15% of their time checking emails. However, only a
fraction of it requires immediate attention. Effective communication can reduce the
number of emails sent, and staff can concentrate more on the important emails.
Why is Business Communication Important?
Increases Employee Productivity
• When there is an information overload, employees often spend too much information
searching for content that they need to do their job.
• Through effective communication, information and data can be arranged in sequence.
This will further assist staff to obtain the information they need swiftly.

Improves Interdepartmental Communications

• Without a proper communications strategy, it is very hard to keep an effective
interdepartmental communications within companies.
• For employees to be more productive, they need to be able to communicate and
collaborate easily.
• Example, the research department needs to be on the same page with the marketing
team, and the business office must be in sync with the IT department.
Why is Business Communication Important?
Improves Customer Satisfaction and Retention
• Better business communication also means better customer satisfaction.

• If there’s poor communication within an organization, two things happen when it comes to
customer service and satisfaction.

• Employees in customer-facing roles won’t have the information they need.

• Customers will sense the low employee morale and have a negative experience.

• This will directly affect customer service, which can eventually lead to loss in sales.
Why is Business Communication Important?
Q&A Session