LECTURE No.

2
PLANNING STEPS & CHANNELS
OF COMMUNICATION

Planning steps of
communication

Planning makes everything more achievable and

more goals oriented. So there is a need for
planning in communication as well. The basic
planning steps for communication are:

Identify your purpose

Analyze your audience
Choose your ideas
Collect your data
Organize your message

The Channels of
Communication
o

Channel of communication means how

communication flows from one point to
another point.
It may be divided into the following types:

o
o

Internal Communication
External Communication

Internal Communication
When the flow of communication is within an
organization it is internal communication. It does not
include outsiders.

Internal communication helps people to interact in

the organization to plan, organize, staff, lead and
control. It is used by all people in the organization at

every level. It is Intra-company communication.

Internal Communication
Internal communication can be further
subdivided into the following parts or
channels:
Horizontal communication
Downward communication
Upward communication
.

Horizontal Communication
It is the communication between people of
the same department, or with other people
of the same level in other departments. It is
also called cross-wise communication.
Horizontal communication helps in sharing
information through meetings, chats, brain
storming sessions and peer-to-peer talk.
MANAGER

COMMUNICATION

MANAGER

Downward communication
When the flow of communication is from the superior
level to a downward level it is called downward
communication. When managers pass instructions to
subordinates they are using the downward channel of
communication. Downward communication helps in
leading, giving policies and procedures, assigning tasks
and controlling subordinates.
SUPERVISOR/SUPERIORS

SUBORDINATES

Upward Communication
When the flow of communication is from the subordinate
to the upper level it is called upward communication.
When subordinates submit reports and give information to
managers they are using upward channel of
communication. Upward communication helps in
submitting reports, appeals, requests, sharing problems or
asking for advice and guidance.
SUPERVISOR/SUPERIORS

SUBORDINATES

External Communication
In external communication the flow of information
is outside the organization.
o

It is Inter-company communication. It is used to

communicate with vendors, suppliers, competitors,
Government, Consumer groups and general public.

In external communication special care and consideration

has to be given as it is also important for the goodwill and
image of the company. Legal aspects are also given special
attention while communicating externally.

External Communication

Opening and Closing

The opening and closing paragraph are the
most important part of the body of the letter

or any other message.

OPENING
Opening of a letter is very important because
first impression is the last impression. The
opening may determine whether the reader
continues reading puts the message aside for
lather study, or discards it. The first paragraph
should preferably:
Be reader centered
Make a favorable (positive) impression , and
Orient the reader to the subject and purpose of the
message.

OPENING
Some suggestions for good opening:

Get the reader into the picture. Emphasize (highlight) on you

Begin (start) directly with the subject

Use a buffer (barrier) when you must refuse the reader. Dont
spread gloom (darkness) with your first words; at least get in step.

In a persuasive (convincing) request (like sales letter), get the

readers attention by following the principles of AIDA, It stands for
Attention (notice), Interest, Desire (wish), and Action.

Be positive. Talk about the pleasant (attractive) / satisfying not the

un-pleasant (un-attractive).

OPENING
Some suggestions for good opening:

Keep the first sentences and the first paragraph relatively short.
(17 to 25 words, 5-6 lines).

Use a theme (matter) opening (if desirable / attractive) apply 5 Ws

Who, What, When, Where, and Why.

Avoid the beginning with the repetition of things

Avoid worn out beginnings. Use conversational (spoken) words.

Avoid an offending (wrong) opening.

Mention the date of the letter you are answering.

Make sure the opening sentence is complete and proper.

CLOSING
The closing play a very important role in
motivating reader to act as desired, provided it
is appropriately (properly) written. We
remember the best what revealed last. In the
closing we want to bring the desired action.
Last impression is the pasting impression.

CLOSING
Guidelines for Closing:

If you want your reader to act as you desire, ask for action explicitly
(unmistakably) and clearly.

Make action easy by giving phone numbers or by sending stamped

envelope.

The closing note should be positive. Negative ending weakens your

presentation.

Show friendly attitude (emotion) to enhance (build up) the good will

of the firm, and to improve the opportunity of getting desired

response.

CLOSING
Guidelines for Closing:

If necessary include a final blow line to strengthen (maintain) your

message. You may enclose a booklet, pamphlet to give more
details.

On certain occasions you may wish to connote (show) a personal

touch.

Dont write worn out and out dated terms, such as enclosed

herewith, as soon as possible, I remain, obediently, and the likes.

These expressions create monotony (repetitiveness) and do not
leave pleasant (satisfying) impression on the reader.