BUSINESS COMMUNICATION

CHAPTER 1 THE COMMUNICATION PROCESS CONTENTS

1. 2. 3. 4. PRINCIPLES OF COMMUNICATION DEFINITION & PROCESS OF COMMUNICATION COMMUNICATION NETWORKS THE FIVE COMMON COMMUNICATION NETWORKS IN ORGANIZATIONS 5. TYPES OF COMMUNICATION 6. WHAT A SENDER OR SPEAKER SHOULD KEEP IN MIND? 7. HOW EFFECTIVE BUSINESS COMMUNICATION PAYS OFF? 8. THE CHALLENGES OF COMMUNICATING FOR BUSINESS 9. ORAL COMMUNICATION 10.PREPARATION FOR THE ORAL PRESENTATION 11.LISTENING 12.BARRIERS TO COMMUNICATION 13.FEEDBACK 14.THE JOHARI WINDOW
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CHAPTER - 1
THE COMMUNICATION PROCESS

PRINCIPLES OF COMMUNICATION
INTRODUCTION Derived from the Latin word communis - to share, it is the sharing of ideas, concepts, feelings and emotions. Whether we are walking, talking, playing, sitting or even sleeping, messages are being formulated and transmitted. The ability of man, to symbolize or understand concepts in terms of images or symbols, is THE ability that helps him to communicate. Communication, therefore, is much more than an understanding of the spoken or written language.

DEFINITION OF COMMUNICATION It is a two-way process in which there is an exchange and progression of ideas towards a mutually accepted direction or goal. The process of communication consists of the following elements or factors:
1. 2. 3. 4. 5. Sender writer, speaker, encoder. Message. Medium letter, memo, report, speech, chart, etc. Receiver- reader, listener, perceiver, decoder. Feedback.
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1. Sender
The initiator of the communication process. Selects, encodes and transmits ideas to the receiver. The entire responsibility of communication rests entirely upon him. Must ensure a correct mix of images and words and it is the combination of these two, which will force the receiver to listen to him. Must make communication receiver specific.

2. Message
The encoded idea, which is transmitted by the sender. The formulation of this message is very important as it can make the receiver turn hostile, should he interpret it differently. The ordering of the message, should be based on the requirements of the listener, so that its significance is immediately grasped. The message will have made its impact the moment the receiver finds that his goals have been codified and he will sit up and 6 listen.

3. Medium A very important element of communication - could either be, oral, written or non-verbal. Before communicating, the medium should be decided. In oral communication, a little informality can be expected, but as far as written communication is concerned, all the rules of communication must be observed. Anything put down in writing is a document and would be filed for records or circulated to more than one person. This all-important aspect should be kept in mind.

4. Receiver The listener is in receipt of an encoded message, which he attempts to decode. If the goal of the sender is similar to that of the receiver, the receiver becomes attentive or more receptive.

5. Feedback This is the most important component. Communication is termed effective, only when there is a feedback. Errors and flaws in business are a result of lack of feedback. Lack of confirmation through feedback and discrepancy between the messages transmitted and understood, results in erroneous conclusions.
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PROCESS OF COMMUNICATION
First Phase Sender selects a message, encodes it and transmits it to the receiver through a medium, oral, written or non-verbal. The receiver on receipt of message, decodes it and gives an internal response to the perceived message. The difference in perception of a thought by the sender and the receiver, can lead to a difference in encoding and decoding. Second Phase The receiver formulates his message, encodes it and transmits it to the original sender, who is now the receiver. This is the feedback aspect. Without feedback, it is impossible to assume whether effective communication has taken place. If there is agreement from the receivers side, the communication is hassle free. However, there will be occasions when the receiver may not be in agreement with the sender. This does not mean a breakdown in communication. It can be interpreted that effective communication has been temporarily stalled and can resume after further discussions. 8

For communication to be termed effective there should be a well-defined goal in the mind of the sender. The sender, therefore needs to adhere to the following: 1. Create awareness in the mind of the receiver on the topic. 2. Forward his point of view, clearly (clarity) and precisely. This will remove any confusion in the receivers mind. 3. Use communication strategies to enable a smooth flow of discussion. 4. Correct/reinforce ideas in the receivers mind regarding the goal of communication.
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Basic Purpose of Communication

1. It saves time. 2. It helps in coordinating, collating and issuing instructions. 3. It helps in improving speaking abilities, listening, interacting, writing, convincing and persuading.
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Communication Network The communication network in an organization is of two types: 1. Internal. 2. External.

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1. Internal Communication
Effective downward and upward internal communication is a vital means of attending successfully to matters of company concern. It helps decrease absenteeism, grievances and turnover as well as increase in job satisfaction, productivity and profits. Interaction between members of the same organization is called internal communication. Could be both, formal and informal. Upward internal communication is of great importance, since executives sincerely seek frank feedback from employees and stockholders. They listen more closely to opinions, new ideas, complaints and suggestions especially when these are clearly and effectively stated.
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(a) Formal Communication Used by large organizations employing a large work force, since it is impossible to directly interact with every one. Newsletters, Annual reports etc. are used to communicate essential messages. In large set-ups, it is also not necessary to communicate to every member. (b) Informal Communication Organizations with a small work force, where direct interaction is possible, resort to the use of informal communication.
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(c) Channels of Communication

These are: (i) Vertical (ii) Horizontal / Lateral (iii) Diagonal

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(i) Vertical Communication

Vertical communication is the upward and downward flow of messages. Information is transmitted from the top management to the employees and vice versa. When the number of people in an organization is large & it is not feasible to percolate the information down, go-betweens or an opinion leaders help is taken. This however can pose other problems like information getting distorted. It must be ensured that the number of people through whom the information is being percolated down, are reduced. Efforts must also be made to ensure a one-to-one communication within departments. 15

(ii) Horizontal/Lateral Communication

Generally used by peers or colleagues. One of the most effective forms of communication, since the chain-of-command technique does not come into play amongst colleagues. Lack of lateral communication results in lack of coordination and cooperation. Can also result in duplication of work and messed up employee relationship.
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(iii) Diagonal Communication

Communication does not always follow a stipulated laid down path. Is different from the vertical and lateral forms of communication - does not have any direct path for information to travel. Could move upwards, then laterally and finally downwards, or, could even skip certain stages. Builds relationships and binds ties and bonds between superiors and subordinates. Also gives rise to gossip, grapevine and rumour - no one is directly responsible for the flow of information & hence no one takes responsibility. Managers - who control the flow of information avoid this channel. 17

2. External Communication
Communications to people outside the organization customers, inquirers, suppliers and the public can have a far-reaching effect on the reputation and ultimate success of the organization. The right letter, a telephone call, or even a personal conversation can win back a disgruntled customer, create a desire for a firms product or service, negotiate a profitable sale, help an inquirer who is a potential customer and in general, create goodwill. This form of communication is an ongoing process. The image of the company/organization is contingent upon the relationship that it maintains with people outside.
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External communication can be any of the following:

1. Advertising. 2. Media interaction. 3. Public Relations. 4. Presentations. 5. Negotiations. 6. Mails. 7. Telegrams. 8. Letters.

This communication can either be oral or written. Corporate communications generally fall in the realm of Advertisement, Media and PR. While communicating internally, an individual can afford to be lax at times, but not so when he is interacting externally.
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The Five Common Communication Networks in Organizations

1. Chain. Where one person transmits information to another as per the chain in the organization hierarchy. 2. Wheel. Where one person (a supervisor, for instance), can communicate with (say) four subordinates, but the subordinates do not communicate with each other. 3. Circle. Where each member can interact with the adjoining member. 4. All-Channel. Where each of the individuals can communicate with all others. 5. Inverted Y. Where two people report to a boss, who has two levels above, and the communication flows in the pattern as shown in the figure below.
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Types of Communication
Communication is of three types: Oral; Non - Verbal & Written. 1. Oral communication - Words; Articulation. 2. Non-Verbal Body language; Signs and Symbols; Territory/Zone; Object language. 3. Written Reports; Illustrations; Memos; Telegrams; Fax; e-mails; Tenders; Others.

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1. Oral Communication
Emanates from the mouth. Comprises of words and the manner in which they are pronounced. This is called voice articulation. People pay more attention to voice modulations than they do to the actual words. Focus on body language - 55%. Voice articulation 38% and a mere 7% to the verbal content. If all three are harmonious - no problem - but if there is a dichotomy between the two, a conflict occurs in the listeners mind. More belief in modulation and body language, than in words. Words need to be chosen very carefully as they denote and connote a meaning. 22

2. Non-Verbal Communication
Extremely effective form of communication. Non-verbal communication takes up 55% of a listeners time - far more than merely listening to the words and the voice articulation of the speaker. Body language the ability of a listener to read and understand the mind and thoughts of the speaker. Four zones or territories around any individual - the intimate, personal, social and the public zone. Entry into a particular zone depends upon the relationship enjoyed. What a person wears, carries etc, all send a message. Clothes also send signals, which are interpreted differently.
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3. Written Communication
A totally different form of communication; takes various forms. The writer must be sure, cautious and extremely careful when formulating a message, if it is a formal message. Anything put down in writing, is a document of information, which is likely to be circulated. The writer trying to shift stand is limited. In oral communication, one can be misunderstood, or a point of view not comprehended in the manner wished. Not so in written communication. The importance of this communication, must be understood in its entirety. Written communication is generally bound by the dictates of the organization. Organizations usually have typical formats, styles, which if deviated from, can cause problems. The advent of technology has been a major fillip and we now have the reliable e-mail, which is an excellent form of written communication. 24

The difference between oral and written forms of communication can be tabulated as under:
Oral 1. 2. 3. 4. Is interactive. Fluid Brief Non-restrictive in place 5. Immediate feedback Written 1. Is non-interactive 2. Restrictive in place 3. Has no immediate feedback 4. Takes longer time

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What a Sender or Speaker should keep in mind?

1. CREDIBILITY Builds trust - Is not built overnight but over a considerable period of time. If the sender or speaker is a credible person, the receiver will have no problem. 2. COURTESY Once credibility is established, courtesy follows. Everything should begin and end on a courteous note. Relationships improve. 3. CLARITY The sender, should be absolutely clear about what he is going to communicate. Once sure, the next step is the transmission of the message in a manner the receiver will easily comprehend. To make him/herself comprehensible, the speaker should use simple language.

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4. CORRECTNESS Builds confidence. Anything stated should be 100% correct and accurate. Facts and figures should be backed with documents. 6. CONSISTENCY Anything consistent, is stable. Ups and downs in communication lead to confusion. Changing stance should be gradual and not hard for the receiver to comprehend.

5. CONCRETENESS Preferred to vague and abstract expressions. Solid statements reinforce confidence. Specific facts and figures make a receiver more apt to listen. 7. CONCISENESS Saves time. The message should be brief. The quantum of information should be just right not too much and not too little.
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