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/ 10
[ESSENTIALS OF COMMUNICA
EC-1
Introducing Communication
Ig Communication
J eq Introducin i
nication Cycle
The Comm
1 Brain Drain | oo, |
i 0 The Importance of Effective Communication in Business
Assessment
o Questions. for
g Communica!
blood of social as well as corporate world. We exist
en our silence communicates a lot. We all have a layman's
but let us try to understand the concept fully so that we
O Introdu
Communication is the
because We communicate. Ev
idea of what communication is,
canuse it effectively.
In his book Organisation Theory,
should appear comprehensive and specially
communication:
Administrative communication is a process w’
accurate replication of ideas ensured by feedbac
actions which will accomplish organisational goals.
Itisa fairly comprehensive definition emphasising four imy
1 he process of communication involves the communication o}
ideas in this context includes facts as well as emotions.)
2. The ideas should be accurately replicated (reproduce) OS ess
receiver should get exactly the same ideas as were transmitted, Ui
of communication is perfect, there will be no dilution, 285 ee
ofthe ideas. The replication of ideas in the receivers MIN OY peels it loses
Be Perfect. When an idea is dressed in words oF sorte other ae proceso
fame of its original import. A little more of 1S ts dost ig mind decodes
‘mission. Finally, when it reaches the receiver and his
William Scott offers the following definition that
satisfying to the students of business
hich involves the transmission and
k for the purpose of eliciting
portant points:
f ideas. (The word
the receiver's mind, ie., OF BUSINESS COMMUNICATION
TiNterprets) it, it suffers a further distortion, for words and symbols do not carry
identical meanings in the communicator and the receiver's mind.
3. The degree of accuracy with which the idea is replicated in the receiver's mind is
indicated by the feedback, ie., by the receiver's response, which is communicated
back to the transmitter. Here it is suggested that communication is a two-way
4. Process including transmission of feedback.
The purpose of all communication is to elicit action necessary for furthering
organisational goals.
i The process of communication involves exchanging facts, ideas, opinions or emotions
between two or more persons.
I Feedback is an essential component of communication.
The main purpose of communication is to inform, or to bring someone round to a
certain point of view, or to elicit action to achieve organisational goals.
G The Communication Cycle
The transmission of the sender's idea to the receiver and the receiver's feedback or
response to the sender constitute the communication cycle. The communication cycle can
be diagrammatically represented as shown on page EC-3.
* The Sender
1. Hasan idea. You have an idea and want to share it with someone.
2. Encodes the idea, formulates the message. The idea is something abstract. It
exists in your imagination. You need to encode it to share it. You need to give ita
form (words, gestures, facial expression, graphics, etc.) You will also be required
to organise your idea, which will depend upon the receiver, the objective and
your own frame of mind.
3, Selects an appropriate channel; sends the message. When the message has been
encoded, you transmit it. For this you have to select an appropriate channel
Besides conventional channels like letters, telephone calls, you have a wide range
of telecommunication methods like e-mail, voicemail, fax, thrown open to you by
the technological revolution. The choice depends upon the nature of the
message, the facilities available with you as well as the receiver, the receivers
location, the need for speed, the cost involved, the degree of formality and
confidentiality, etc.
For example, for explaining a step-by-step process, a letter might be mor
suitable than a telephonic conversation. If speed is an important consideratio™
sending an e-mail could be very suitable provided both the sender and the
receiver are electronically connected, Informal messages can be sent throust
SMS as well. 1. Has an idea \ <>
; \
t
—
© The Receiver
4. Gets the message. To understan
the message has been conveyed thro
and read it. In a face-to-face exd
attentively.
5. Decodes the message. In the next
understands) the message. Decodin:
as well, so you have to be discrete
{OT For succesful communication .
A. The sender should formulate the m
message depends not upon how well you
received.)
The sender should select the
* receiver's needs, # reveiver’s
‘* need for speed, * confidentiality, ¢ safety and scunty
-¢, whether a written record is required.
Teceiver should dande the message objectively, sd
age to suit the receiver. (The snco
it but an be
in the fi
location, @ facilities av About the Book | INTRODUCING COMMUNICATION [ZEN
most
« The receiver. Our responses are always environmentally conditioned Besid
of us are all susceptible to selective listening. We hear what we want to hear and we
read into words the meanings that agree with our perceptions. So the sender's
intended meaning and the meaning actually taken by the receiver may not coincide.
So there is a possibility of brain drain at the receiver's end also. .
1 The Importance of Effective Communication in Business
Effective communication networking is central to all business functions. No business
can prosper in the absence of efficient internal and external communication. Besides,
communication skills of the employees are given high weightage at the time of their
appointment as well as promotion.
¢ Internal Communication
Effective internal communication is considered important for the following reasons.
1. Better coordination. All organisational activities are geared towards greater
productivity, leading to increased profitability and hence greater prosperity for
i, This calls for a concerted and coordinated effort by all the
one and al
in communication implies greater harmony in
departments. Greater effectiveness
team work, quicker decision-making, quicker problem-solving and quicker
conflict resolution. Thus over all efficiency within the organisation goes up,
2. Conducive work atmosphere. If there exists effective communication between
the management and the employees, it helps to bring about an atmosphere of
mutual trust and confidence. The employees know exactly what is expected of
them; the management is aware of the potentialities and limitations of the
employees and knows how to exploit the first and make up for the latter. This
mutual understanding is extremely beneficial to both the parties. The
management gets better returns; the employees get job satisfaction. They also
develop a sense of belonging and loyalty to the organisation. Smooth
communication channels also lead to improved management-labour union
relations.
* External Communication
External communication includes communication with government ag;
departments on the one hand and distributors, retailers, indiv idual customers and
general public on the other.
1, Government agencies and dep:
deal with licensing authorities, foreign trade offices, customs authoritie
and other financial institutions, income-tax and sales-tax offices, post offices,
transporters, etc. Quite frequently they find themselves in formidable and tricky
situations that can be handled only through tactful negotiation and negotiation is
nothing but communication.
encies and
artments. Business organisations are required to
s, banks |
(BGGEX ESSENTIALS OF BUSINESS COMMUNICATION : a
Media of communication
Verbal Non-verbal
3 ——————_
Si
Written Oral aneeee Body language
Paralanguage
Audio Visual Peon
appearance
Space
Time
Listening
(Media of Communication) Silence
Most often, more than one medium may have to be simultaneously employed to
make the communication effective. Face-to-face communication combines the oral form
with the visual. Graphs and posters often combine the visual and the written form. A
manager giving written instructions may also take pains to explain them to a subordi-
nate: he is simultaneously using the oral and the written form of communication. And a
great deal can be communicated by the absence of communication, that is, by
maintaining total silence.
O_Written Communication: Merits
1. Itt is accurate and precise. Written communication is usually formulated with
great care. The very prospect of writing makes people conscious. They give a
serious thought to their ideas and try to organise them. Since written
communication is open to verification, and its authenticity can be easily
challenged, the communicator has to be accurate and factual.
2, Itcan be repeatedly referred to, The Teceiver of a written communication can g0
over the message again and again. He can read and re-read it till he thinks he has
properly understood it, Besides, there is less danger of losing any part of the
message. An oral message is given just once. Even if it is not properly MESSED ESSENTIALS OF BUSINE
involved in sending out a letter from an organisation, and their time is definite,
valuable.
3. Quick clarification is not possible. In case the receiver of a writte,
communication has certain doubts or questions about the message, he Cannes
seek immediate clarification, as is possible in oral messages. He has to write bac,
and wait for the reply, but he may not be able to afford the time required for hj,
lengthy process.
4. Itisa literate skill. Written communication is a literate skill and those entrusteg
with the responsibility of handling it need proper education and training. People
with effective writing skills are hard to come by.
5. It runs the risk of leaking out. It is desirable to maintain a proper record o¢
written communication, so this mode carries the risk of leaking out. This feature
of written communication is a double-edged weapon. If nothing is preserved in
writing, there is no record whatsoever and no evidence. So the choice is between
the absence of evidence and the risk of the evidence leaking out. The choice
would be determined by the nature of the content and how the records are
maintained.
Written communication
Merits Limitations
© Time consuming,
Expensive not in terms of postage
but of the time of so many people,
Quick clarification not
possible,
Literate skill,
Risk of leakage.
© Accurate,
© Precise,
© Permanent record,
.
.
Legal document,
Can reach a large number of people
simultaneously,
© Helps to fix responsibility,
Suitable for complex information and
statistical data,
Formal and authoritative.
J Oral Communication: Merits
1. Oral communication saves time. In a number of cases where action is required
to be taken immediately, it is best to transmit a message orally. When the work
load builds up, harassed executives stop writing, they reach for the telephone 0°
call a snap conference, or just walk down the corridor and give oral instructions
to somebody. It helps them to expedite work. le for distant people in the
echanical devices,
Not pe
absence of mi
Unsuitable for lengthy messages,
A iges cannot be retained for long,
No legal validity,
Greater chances of misunderstanding,
Not easy to fix responsibility in case
of misunderstanding.
cure in talking, so oral communication tends to suffer
“gation. But if a speaker keeps on talking for long, his
na sea of verbosity and distraction. It is important to keep
possible without appearing abru| ind discourteous.
can make oral communication very effective. Instead of
ces as early as possible’, it is preferable to specify the time
a ly total these invoices and bring them back to me in half
xe ‘Come to the office early tomorrow’ is not as good as ‘could you
ffice tomorrow by 8 o'clock since all these letters have to be
the fi
mail’.
n communicating orally must have conviction in
tion causes lack of confidence, because of which hi
ess the receiver with the message. Conviction comes from sincerity
and careful thinking and planning.
sence. If the speaker has given a proper thought to his message
us ideas contained in it in their logical sequence
e logically arranged ideas make the message
is not
meanings for different people
of words. The speaker, wh
he presumes that his listener 4!
umption. In oral communication, it is more
familiar to the listener rather than the terms that are
2 word choice. Words have differe
so
ackneyed phrases and cliche’s, Speake
aaa taaeeinae o hatee ees ee 10.
wenwiouiuusly use racial expressions, gestures, body movem:
also convey a meaning, perhaps a more reliable one, so if we
to be conveyed accurately, there must be congruity between
and our body language.
Attentive listening, Since communication is 2 t
listening is as vital to effective oral communication 2s
Proper exchange of communication is possible only if
speakers, attentive listeners.
Natural voice. Some speakers deliberately cultivate an affected
impression that it would make them look more sophisticated. Ni
from truth, and nothing impresses so much as the natural wav
the manuals for office employees in an American firm
