Introduction to

communication 1
 Unit 4: Introduction to
communication
• Definition; objectives & principles of
communication, process of communication,
verbal and non-verbal communication,
functions and types of communication; barriers
to communication
Communication is What?
It is a process of exchanging -
• Information
• Ideas
• Thoughts
• Feelings
• Emotions
• Through – Speech, Signals, Writing,
Behaviour
Meaning:
INTRODUCTION
 “Communication” word has been derived from Latin word
“Communis” which means common, thus communication
stands for sharing of an idea in common.
• Communication can be regarded as a two – way process of
exchanging or shaping ideas, feelings and information.
• Broadly it refers “to the countless ways that humans have of
keeping in touch with one another”
 Communication is the art of transmitting knowledge, ideas,
information and thoughts from one person to another.
 Communication and education are interwoven.

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 INTRODUCTION
Meaning:
• Communication is part of our normal relationship
with other people.
• Our ability to influence others depends on our
communication skills (E.g.) speaking, writing,
listening, reading and reasoning. These skills are
much needed.
• It is said that without communication an individual
could never become a human being, without mass
communication, he could never become a part of
modern society.
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Definition:
“Communication is an exchange of facts, ideas,
opinions or emotions by two or more persons”.
- Newman and Summer
"Communication, is an intercourse by words, letters
symbols or messages, and is a way that the organization
members shares meaning and understanding with another".
- Koontz & O’Donnell
 Effective Communication is to share meaning and
understanding between the person sending the message and
the person receiving the message.

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9
Old Communication Style
New Communication Style
Importance of communication:
- process of initiating, transmitting and receiving
information.
- lack or insufficient communication creates problem &
error.
- this brings co – ordination & solve problems & disputes.
- facilitate smooth working.
- basis of organizational functioning.
- communication as an aid to planning.
- help overcoming resistance to change.
- helps building good public relations.
- facilitate effective delegation of authority.

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Features of communication:
Two – way process. (deals with two person - sender and
receiver).
Continuous Process. (ongoing process in business and
non business for exchange of relevant information).
Dynamic Process. (different forms and medium that
keeps changing in different situations).
Pervasive. (takes place at all level – top, middle & low).
Two people. (sender and receiver must).
Exchange. (ideas and opinions).
 Unifying organizational activities. (integrates internal
and external environment and its resources).
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Verbal and Non – verbal. (words, gestures, signs,
expressions, etc).
Mutual understanding. (sender and receiver have
mutual understanding of subject).
 Goal – Oriented. (know the purpose).
Foundation of management. (important for
managerial functions).
 Human activity. (understand and like each other).
 Inter – disciplinary. (use of knowledge of different
fields like anthropology, psychology, etc.)
 A means, not an end. (towards achieving the end).
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Need for Communication:
- to establish & spread goals of enterprise widely.
- to develop plans for further achievement.
- to organize human & other resources in most effective
and efficient way.
- to select, develop & appraise members of organization.
- to lead, direct, motivate & create good working
environment.
- to control & maintain
the uniforms performance
throughout.

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OBJECTIVES OF BUSINESS COMMUNICATION
OBJECTIVES OF BUSINESS COMMUNICATION
The main objectives of business communication are -
1. Giving information:
 To make members of organization aware of its goal and
acquaint them will relevant information.
 It is fact that well-informed people can achieve better.
 Information regarding business, employees responsibilities,
product, rules & regulations, etc.
2. Persuasion:
 It means to make other people decide to do something, by
repeatedly asking them or telling them.
 It influence other people to believe or to do what one wants.

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3. Conveying Suggestion:
 It helps in conveying suggestions, opinions and ideas.
 This is an example of upward communication. (E.g.)
suggestion boxes are provided and suggestions are received
throughout the year.
 Interaction of ideas and suggestions and ideas help the
progress of an organization.
 Acceptance or rejection is possible in case of suggestion.
4. Advice:
 It is like advice to individual or a group of people.
 Manager advises the subordinated about the ways and
means of better performance.
 It involves personal opinion and influences the opinion and
action of other persons to whom advice is given. 18
5. Motivation:
 Communication is made to inspire, to motivate and to create
a sense of loyalty among employees.
 Regular communication is necessary for motivating the
employees and infusing them a positive attitude towards
work.
 It include monetary incentives, security of job, job
satisfaction, etc.
6. Training:
 It need to be trained to update themselves about new
technological developments based on job demands.
 New employees require training at initial stage to cope with
methods, techniques and systems of work in organization.
 It is key to all kinds of training in the organization.
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7. Instruction, Guidance and Counselling:
 It is to manage the employees by means of imparting
instruction, providing guidance and arranging for
counselling.
 Guidance & counselling are provided for the employees in
the organization.
8. Giving Warning and Appreciating Good Work:
 It is necessary to appreciate a good worker.
 It encourage to strive for better performance and greater
involvement.
 It makes employee conscious about his / her responsibilities.
 It is necessary to give warning to employees to be in
disciplined, non – accountable and unproductive or create
disturbance.
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9. Resource Utilization:
 Communication checks wastage of the resources of the
organization and helps their better utilization.
 Communication helps to bridge the gap of knowledge
through instruction, advice, etc.
 Other resources like human, financial, etc. are also utilized
properly through communication.
10. Management Efficiency:
 Business communication is to increase efficiency of the
management.
 If there is a good network of communication (formal and
informal), the organization can be managed efficiently and
effectively.

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Principles of Communication

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 The Communication Equation
What you hear?
• Tone of voice
• Vocal clarity
• Verbal expressiveness 40% of the message

What you see or feel?

• Facial expression
• Dress and grooming
• Posture
• Eye contact 50% of the message
• Touch
• Gesture

• WORDS … 10% of the message!

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Communication Process (Or) Model of
Communication (Or) Elements:

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1. Source (Or) Sender:
- this is origin of communication & it can be individual or
group.
- the person who initiate the process as sender, source or
communicator.
- he send a message to some other person to achieve some
purpose.
2. Encoding:
- this indicate content of message, where sender use his own
frame of reference (e.g.) organization, situation, personal
relationships, attitudes, knowledge & experience.
The three conditions for encoding are -
i) Skill – speaking, reading, listening & reasoning skills.
ii) Attitudes – influence our behaviour, predisposed ideas on no. of
topics.
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iii) Knowledge – amount of knowledge about subject and seeks to
transfer.
3. The Message:
- it is actual physical product from source encoding & contains
thoughts and feelings.
- the two components are – i) Content (words, ideas) and
ii) Affect (feeling, emotion).
4. Channel:
- the medium through which the encoded information is
transmitted from sender to receiver. (E.g.) notice on notice
board, circulars, booklets, telephone, e-mail, fax, video
conference.
5. Symbols:
- it provides the basis for transfer of information symbols in
form of written (words), sketches, figures, oral like action and
coding, etc. 26
6. Decoding:
- it means interpreting what the message means & it
depends upon individual characteristics of sender and
receiver.
- it is based on type of perception & subject to perception
biases.
7. Receiver:
- the person who receives final information or to whom the
message is directed and understands it.
- to understand the relevant information, the person should
convert the decoded information correctly.
8. Feedback:
- help sender to pay attention & interprets it.
https://youtu.be/EWBKGchrbCc 27
7 C’s of Communication
 7 C’s of Communication
The 7 C’s of communication are -
1. Clear: The message should be clear and easily
understandable to the recipient. The purpose of the
communication should be clear to sender then only
the receiver will be sure about it.
2. Correct: The message should be correct, (i.e.) a
correct language should be used, and the sender
must ensure that there is no grammatical and
spelling mistakes.
3. Complete: The message should be complete, (i.e.) it
must include all the relevant information as
required by the intended audience. 29
 7 C’s of Communication
4. Concrete: The communication should be concrete,
which means the message should be clear and
particularly such that no room for misinterpretation is
left.
5. Concise: The message should be precise and to the
point.
6. Consideration: The sender must take into consideration
the receiver’s opinions, knowledge, mindset, background,
etc.
7. Courteous: It implies that the sender must take into
consideration both the feelings and viewpoints of the
receiver such that the message is positive and focused at
the audience. 30
 Functions of Communication
The major functions of communication are -
1. Informing messages:
 It is to inform any subject matter to others.
 Communicator informs any subject matter, information or
data to the receiver through communication.
 If the receiver understands the real meaning of the
message, communication becomes complete.
2. Persuasion:
 It is to persuade employees so that they can perform duties
and responsibilities according to the desire of the
management.
 Communication helps employees to know the techniques of
performing their jobs well.
 Functions of Communication
3. Directing:
 It helps in giving direction to the employees to accomplish
their assigned duties and responsibilities.
 It transfers orders and instructions from the superiors to the
subordinates.
 It helps in explaining the ways how jobs are to be done.
4. Solving problems:
 It is to help in organizational problems & find out the
problem and creating an atmosphere to discuss the problem
and solve them.
 It helps in exchanging opinions between the contrasting
parties and to arrive at a solution.
 Functions of Communication
5. Helping planning and decision making:
 It is to facilitate in decision making by supplying relevant
information for the purpose of making plans.
6. Forming opinions:
 It is to help in forming opinion and assists in exchanging
ideas, thoughts, beliefs and information among human
beings and helps in forming favourable opinions.
7. Coordination and cooperation:
 It performs coordinating the activities of various work
groups and departments within the organization.
 It helps in removing the inconsistencies and brings
harmony in the work field.
 Functions of Communication
8. Maintaining relations:
 It helps in developing and maintaining good relations
between different parties.
 It helps in minimizing misunderstanding and difference of
opinion and creates a healthy atmosphere in the organization
which facilitates in developing human relations.
9. Publicity of products:
 Modern age is the age of publicity. It is very difficult to
attract customers and create market without proper
publicity in modern age.
10. Exchange of information:
 It is the exchange of facts and information between human
beings. It transfers massages form the sender to the receiver.
 Functions of Communication
11. Controlling:
 It helps in controlling the activities of the subordinates by
providing communicational measures at different levels of the
organization.
 It helps in monitoring and evaluating the performance of the
subordinates and taking corrective measures.
12. International relation:
 It is to build up international relations.
 It is to take other country’s support and help for its own interest.
13. Building image:
 Strong image of the organization helps to gain competitive
advantage in the market.
 It helps to build up image of the organization through timely
contact with the stakeholders, advertising etc.
Verbal & Non – Verbal Communication
1. Formal (Verbal) Communication:
“Formal Communication flows through prefer channel. It refer
the way in which the information is sent and it has a recognized
position in organizational structure”
- also named as “through proper channel”.
Types of formal communication:
a) Written Communication:
The passing information in writing is done from one person to
another. (i.e.) circulars, posters, etc.
Advantages:
- permanent record for further references, suitable for lengthy
messages.
- tangible and verifiable.
- one only method for sending messages to far-off places.
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Disadvantages:
- process is slow, feedback is not known immediately.
- doubts can’t be clarified immediately.
- require skill and education for understanding.
b) Oral Communication:
Information is passed on orally from one person to another. It can be
done by face to face, in meetings or by telephone, etc.
Advantages:
- doubts are clarified immediately, feedback is known.
- provides team spirit, quick & effective method.
- influences the process of communication.
Disadvantages:
- no permanent record of communication.
- more likely to be forgotten or distorted.
- likely to be misunderstood and noisy.
- not suitable for lengthy messages. 37
 Non – Verbal Communication

Through signs &

symbols.
Non-verbal can go
without verbal
communication.
Verbal can’t go without
non-verbal
communication.
Importance of Non – Verbal
Communication

The way message is conveyed

words

10%
1st Qtr
Body language
2nd Qtr
50%
3rd Qtr
Tone of voice

40%
 Types of Non-verbal communication

• KINESICS (BODY LANGUAGE)

• HAPTICS (TOUCH LANGUAGE)
• PROXEMICS ,(SPACE LANGUAGE)
• ARTIFACTS ENVIRONMENTAL
• CHRONEMICS (TIME LANGUAGE)
• SILENCE
• SIGN
• PARALANGUAGE\VOCALIC
 Kinesics (Body Language)
Facial Expression
Head
Eye Gaze
Gestures
Postures
Shape Of Body
Personal Appearance Adornment
 FACIAL EXPRESSION

 Face is the index of mind.

Think how much information
can be conveyed with a smile
or a frown. By facial
expressions we can show or
we can understand happiness,
sadness, anger and fear and
much more
 HEAD

If someone move his\her head up & down it means

he\she is agree with you or saying yes and it also
means understanding and acknowledgement.
Sideways movement of head means no or not
understood. If a person bring his head down and
looking his feet or earth it is the symbol of humility
& modesty.
 EYE GAZE

Looking at another person can

indicate a range of emotions like
anger, grudge and danger, a
dangerous look can tell you
someone is unhappy and not
comfortable.
GESTURES & POSTURES
SHAPE OF BODY
 PERSONAL APPEARANCE
ADORNMENT

 Appearance can indicate

our profession
 It shows your nature,
interest and your taste
 It can also point out our
religious and cultural
values
Haptics (Touch language)
 Proxemics (Space language)

To communicate while keeping a

distance is called proxemics
The amount of distance we need
and the amount of space we
perceive as belonging to us is
influenced by a number of
factors including social norms,
situational factors, personality
characteristics and level of
familiarity.
Signs
2. Informal Communication (Or) Grapevine:
- it is generally associated with interpersonal communication.
- people meet each other and talk about the happenings in organization
is known as ‘Grapevine’.
- it exists outside the official network but interacts with the formal
communication.
- it is structureless and information passes through it in all direction.
Types of information:
a) Work related b) People related.
Characteristics of informal communication:
- mostly oral, reaches people faster, found to be accurate.
- know the reaction of employees while making critical decisions.
Advantages:
- more flexible & faster when compared to formal communication.
- much free to lead less distortion.
- carries ready conviction and acceptance. 51
Communication network:
- it is a structured fabric of organization made up of system lines or
channels & pass information from one person to another.
1. Simple Chain:
- between superior & subordinate communication flows downward or
upward.
- it flows through chain, so control will be easier.
- time consuming & applied to bureaucratic organization.
2. Wheel network:
- few subordinates can communicate with central person of supervisor.
- they are not allowed to communicate themselves.
- coordination is difficult.
3. Circular:
- communication moves in circle.
- atleast one person communicate with nearest
neighbours & flow is slow.
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4. Free flow:
- everybody allowed to talk freely with others.
- flow is fast but coordination problem exist.
- it is allowed in free-form or task force organizations.
5. Inverted V:
- subordinate is allowed to communicate with this immediate superior as
well as superior’s superior.
- flow is faster when compared to other methods.
Rules for Effective Communication:
- information should be simple and clear.
- information should be known language to receiver.
- sender should use proper communicating channel.
- recording the information should be in written or oral.
- it contain adequate information.
- it should be sent and reached timely and checked through feedback.
- it should be sent judiciously.
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Comparison of Verbal & Non Verbal
Basis for Verbal Non-verbal
Comparison Communication Communication
Meaning The communication in The communication that
which the sender uses takes place between sender
words to transmit the and receiver with the use of
message to the receiver signs is known as non-
is known as verbal verbal communication.
communication.
Types Formal and Informal Chronemics, Vocalics,
Haptics, Kinesics,
Proxemics, Artifacts.
Time Consuming No Yes
Chances of Rarely happens. Happens most of the time.
transmission of
wrong message
Comparison of Verbal & Non Verbal
Basis for Non-Verbal
Verbal Communication
Comparison Communication
Documentary Yes, in case of written No
Evidence communication.
Advantage The Message can be clearly Helpful in
understood and immediate understanding
feedback is possible. emotions, status,
lifestyle and feelings of
the sender.
Presence The message can be The personal presence
transmitted through letters, of both the parties to
phone calls, etc. so the communication is a
personal presence of the must.
parties, doesn't make any
change.
Types of Communication

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 Types of Communication
1. On the Basis of Area of Operation:
a) Internal Communication: Communication within the organization.
b) External Communication: Communication outside the organization.
2. On the Basis of Flow of Information:
a) Horizontal Communication: Between people of different
departments, division or units within the same level of organization
hierarchy, same authority and responsibility.
b) Vertical Communication: Communication between same
departments.
i) Upward Communication: Flows from bottom to top, that is from
subordinates to the superiors. (E.g.) Reporting, Accountability.
ii) Downward Communication: Flows from top to bottom, that is
from the superiors to the subordinates. (E.g.) Instruction,
Motivation.
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c) Cross – Wise Communication: Personnel designated in
different departments at different levels.
3. On the Basis of Organizational Relationship:
a) Formal Communication: It flows according to the
hierarchical structure of the organization following the
lines of communication. The purpose is to facilitate the
communication needs of the organization. (It includes
Horizontal & Vertical flow)
b) Informal Communication: It takes place without
following the formal lines of communication. The
purpose is to fulfill the social needs. It is also known as
grapevine communication.

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 Effective Communication Skills

Eye contact & visible mouth

Some questions Body
language
Effective
Encouragement Silence
Communication skills
to continue

Smiling face
Summarising Checking
what has been said for understanding
• Communication barriers can be defined as the
aspects or conditions that interfere with
effective exchange of ideas or thoughts.
Barriers (Hurdles) to effective Communication:
1. Physical barriers:
- environment factors that reduce the sending
and receiving of communication. (physical
distance, distracting noises & other interferences).

2. Personal or Socio-psychological barriers:

- arises from motives, attitudes, judgement and
emotions.
- it caused due to problems in encoding and
decoding other sentiments attitudes and motives.
3. Organizational barriers:
- this flow through hierarchical structure in organization downward
communication & chances for filtering information.
(E.g.) information received from top to low level will not reach in same
sense & it is favourable according to situations.
4. Semantic barriers:
- relationship of signs to their reference & arise due to limitations of
symbolic system.
- it may reach person’s brain in any sense such as feeling, hearing &
classified as language, picture or action.
a) Language – information about different time consumption like first
level supervisor spend 74%, second level spend 81% and third level
spend 87%.
b) Picture – visual aids in communication like charts, blueprints, maps,
3D models.
c) Action – non-verbal communication, speaks louder than words.
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5. Mechanical barriers:
- includes inadequate arrangement for
transmission of new, facts and figure,
poor office layout, defective procedure and
practices.
6. Filtering:
- sender manipulating information acc. to favour by receiver.
- this is determined by organization levels & more opportunities for
filtering.
7. Selective Perception:
- it means seeing what one wants to
see & generally resorts to selective
perception .
(i.e.) selectively perceives the message
based on organizational requirements, needs & characteristics
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8. Emotions:
- receiver feels at the time of receipt of information.
(e.g.) receiver feels that communicator is in
jovial mood, he interprets that the information sent
by communicator to be good and interesting.

9. Language: (Linguistic Barriers)

- message must be understandable to receiver.
- proper language based on different people with different backgrounds,
age, education, culture, etc.

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10. Status difference:
- organization hierarchy is another barrier to communication
between employee and manager, since employee dependent
on manager.
- effective supervisory skills may reduce the risk of
problems related to status difference.
11. Projection:
- motives into others behaviour. (E.g.) managers who are
motivated by money may assume their subordinates are also
motivated by it.
- use of defense mechanism to avoid placing blame on
oneself.
- individuals who have particular fault will see the same
fault in others.
 How to overcome
communication barriers?
• Eliminating differences.
• Simple language usage.
• Eliminate distractions. (noise levels)
• Listen actively.
• Check your emotions.
• Organizational structure.
• Medium of communication.
• Make flexible.
• Speak slowly and clearly.
“Communication is the real work
of leadership”
Unit 1 – Introduction 22