INTRODUCTION TO COMMUNICATION

1.1 MEANING AND DEFINITION OF COMMUNICATION

“All day, every day we are communicating – whether it is talking
to people on the telephone or in person, taking dictation and
transcribing business correspondence, liaising with colleagues
and staff, writing letters, faxes, reports and e-mails. It is
essential to learn from our communications, from our successes
and our failures, and to develop and enhance our
communication skills. The more we write and the more we
speak, the more we improve our communication skills” (Taylor,
2005).

There are various definitions and meaning interpreted by different scholars.

However, we shall consider the following definitions.
1. Communication is the giving, receiving or exchanging
information, opinions or ideas by writing speech or
other means so that the information is understood by
the recipient.
2. Communication may be defined as “giving, receiving or
exchanging information, opinions or ideas by writing,
speech or visual means, so that the message
communicated is completely understood by the
recipient(s)” (Taylor, 2005).
3. Communication is the interchange of thought or
information between two or more persons to bring
about mutual understanding and desired action. It is
the information exchange by words or symbols. It is
the exchange of facts, ideas and viewpoints which
bring about commonness of interest, purpose and
efforts.
4. Communication can also be defined functionally as the
process of transmitting meaningful information,
thought, opinion or understanding from the sender
(source) through a viable medium to the receiver with
common understanding and feedback.
5. Communication can be defined as the transfer of
information from one person to another through a
medium.

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 6. Communication is a process of creating, transmitting and
receiving ideas, opinions and suggestions to enhance
understanding.
The key word in all the definitions considered is “transmission of
information”. The object of transmission includes tangible facts,
determine ideas and emotions.

1.2 MEANING AND DEFINITION OF BUSINESS COMMUNICATION

Effective communication of information between essential units of an

organization and between personnel of an organization is essential for the
success of organizations. Business persons share their information among
several stakeholders.

This sharing of information regarding business activities and their results

is known as business communication. It refers to the transfer of
message that pertains to the world of business, from personal
email, office memo, sales presentation and conference to daily
greetings, departmental meetings and corporate branding
strategies.

Business communication can be defined as the means of exchanging

information between the organization and its employees on one
hand, and between the organisation and its outsiders (the public)
on the other hand, for a common understanding in order to deep
continuous touch in business activities.

It can also be defined as “flow of information, perception etc. either

within a business organization or outside the organization
among different parties”.

Business Communication is communication that occurs in an

organizational context in order to: (i) exchange information, ideas, plans,
strategies (ii) offer the best of customer services and (iii) make decisions,
rules, proposals, contracts, and agreements, etc. Business communication
is a tool that allows managers to improve the performance of employees,
improve the performance of the teams within your company and improve
the performance of the entire organization, all with the common purpose
to execute the organization’s strategy, reach its vision, and fulfil its
mission.

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1.3 PURPOSE/OBJECTIVES OF BUSINESS COMMUNICATION
The purpose is what we want to achieve with the intended communication.
Communication in business may several goals depending on the context and
the person involved. Listed below are ten basic purposes of business
communication. However, remember a message may sometimes convey one
purpose or multiple purposes below:
 Informing: To explain or tell someone about something. Informational
purpose of communication is aimed at creating awareness, creating
understanding, persuading or influencing others. People need to be
informed about any changes of procedure or policy that are related to
their work. Sometimes this function is accomplished by people at higher
levels sending information to people at lower levels/ and the reverse.
 To educate: To disseminate knowledge and developed skills and
attitudes among people working in an organization.
 Influencing/Persuading: The intension here is to persuade someone
to adopt a particular course of action or attitude towards something.
People in business communicate to influence others to think and behave
based on the goals and objectives of the organization. Through
advertisement, companies persuade people to buy their products or
service.
 To Train: Communication remains an integral part of any training
programme. Training is required to achieve proficiency in any specific
skills. Instructions, demonstrations, practice and discussions during
training require communication as an integral part.
 Initiating Action: The aim of this type of communication is to get the
recipient to do something e.g. to attend a meeting or settle
indebtedness.
Initiating action may be achieved by two categories of communication.
That is expressing needs and requirements and persuading and
motivating others.
 Building Goodwill: This involves creating a good image of yourself and
of your organization in order to motivate people to do business with you.
 Establishing Relation: The aim of this type of communication is to
establish, acknowledge and maintain relation with other people which is
vital function of communication.
 Integrative: This function of communication is focused on coordination
of tasks, work assignments, group coordination, or the fusing of work
units toward a common goal. In other words, it is communication
directed at getting people to work together and have tasks coordinated
so that the "left hand knows what the right hand is doing." It is an

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 attempt to get people to work together and make things run more
smoothly.
 To motivate: High level of moral and motivation are a must to ensure
high levels of productivity and efficiency, on sustainable basis.
Communication provides the means to keep motivation high.
 To Entertain: Whatever be the nature of business, there is always a
time for entertainment. Communication facilitates social bonding and
brings lighter moments that help in creating interesting atmosphere that
helps to release tension.

1.4 THE COMMUNICATION PROCESS

A process is a methodical sequence of actions or processes of series of changes
directed to some end. The transmission of sender’s ideas to the receiver and
the receiver’s feedback or reaction to the sender constitute the communication
cycle/process. Communication is therefore a two-way process in which there is
an exchange and progression of ideas towards mutually accepted goals. The
process of communication involves two or more people participating through a
medium that carries the information or message for a particular purpose which
is mutually understood by both the sender and the receiver. The
communication process is a simple model that demonstrates all the factors that
can affect communication. The basic elements of communication are shown in
the diagram below:

Encoding
Sender Channel / Medium Decoding
Receiver
Message
Message

Originates Perceives
(Idea, feeling) Verbal: oral, written &
(Hear, See, Feel)
Encodes electronic
Decodes
(Intended meaning (Ascribe meaning)
Non-verbal: body
into message) Responds
Transmits language, tone of voice,
(Idea, feeling & action)
(through channels) touch etc.

The communication processFeedback

begins when
from one
Receiver conceives ideas and thoughts
to Sender

that should be sent across. Encoding is the next step in which the sender
assembles the symbols that form the text. He then gets to the medium and

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the mechanical process which transmit the message. The receiver enters the
process by decoding the transmitted symbols to reach understanding. After
decoding the receiver takes the necessary action and submits a report.

Below are the stages or phases involved in the communication process:

Phase 1: The sender has an idea which he wants to communicate

Phase 2: The sender encodes the idea (i.e. word, facial expression,
gesture, which length and tone, style). All depends on your
audience and your personal style or mood.

Phase 3: The sender transmits the message to the receiver in a form of

channel i.e. telephone, letter, memo, email, report, face-to-face
exchange.

Phase 4: The receiver gets the message

Phase 5: The receiver decodes the message i.e. Absorb and understand
the message which should be stored in the receiver mind

Phase 6: The receiver sends a feedback and this enables you to evaluate
the effectiveness of the message.

There will be some disturbance while the communication flow is taking place
and this is known as “NOISE” in communication process.

1.5 ELEMENTS / COMPONENTS OF COMMUNICATION PROCESS /

FACTORS OF COMMUNICATION
1. Context: Communication is affected by the context in which it takes
place. This context may be physical, social, chronological or cultural.
Every communication proceeds with context. The sender chooses the
message to communicate within a context.
2. Sender/Encoder/Speaker: The person who initiates the
communication process is called the sender. The entire burden of
communication falls on the encoder. His choice of images, symbols and
words and the combination of them is what goes to the listener. The
message that would be sent is influenced by a number of factors
including mood, background, situation, culture etc. However, the
understanding of the recipient and his needs by the encoder plays an
important role in s/he getting the message. Whether an organization,
group, or individual, the source has three primary functions in
communication: (1) determine what specific meaning is to be
communicated, (2) encode (translating ideas and information into

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 messages) meaning into one or more messages, and (3) transmit the
message(s).
3. Message: This is the encoded idea transmitted by the sender. Message
is a key idea that the sender wants to communicate. The formulation of
the message is very important, for an incorrect pattering can turn the
receiver hostile or make him loose interest. The sender must be cautious
of how he expands his message and how will the message be formulated
and transmitted.
4. Medium/Channel: Medium is a means used to exchange / transmit
the message. It is the channel through which the derived message
travels. It could be verbal: oral, written or nonverbal: body language,
tone of voice. Prior to the composition of the message, the medium
should be decided. The choice of medium is influenced by a number of
factors such as distance, cost, nature and type of message, educational
background, need for instant feedback etc.
5. Receiver/Recipient/Decoder/Listener: He is a person for whom
the message is intended/aimed/targeted. The listener receives an
encoded message which he attempts to decode. Decoding is the
translation of the encoded messages in a form that is understood by the
receiver or a process of giving meaning to the received message. This
process is carried out in the work environment and the value perceived
in terms of the work situation. If the goal of the sender is envisioned as
similar to his own, the listener becomes more receptive. A major problem
in sending any message is that words have different meaning. To convey
meaning and to evoke the desired response, you need to select familiar
words with concrete meaning. Also, like the source, the receiver has
three functions: (1) receive the source's message, (2) decode
(translation of messages into ideas or information) the message into
some meaning, and (3) respond to the message.
6. Feedback: Feedback is the main component of communication process
as it permits the sender to analyse the efficacy of the message. It helps
the sender in confirming the correct interpretation of message by the
decoder. It is the final link in the communication process and the most
important component of communication. It represents the response of
the receiver to the sender and it is used to regulate the messages we
send and those that are sent to us. It helps the sender to know that the
recipient has actually received the message and understood it. Feedback
can either be positive or negative. When feedback is negative, new
messages can be constructed. Feedback can take several forms, each
with a different intent.

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1.6 IMPORTANCE OF COMMUNICATION IN BUSINESS
1. Better performance and job satisfaction: When
communication is effective it tends to encourage better
performance and job satisfaction. People understand their jobs
better and feel more involved in them.
2. Exchange of information: Communication helps in exchanging
information or ideas. For the achievement of any objective
exchange of information or idea is important.
3. Formulation and execution of plans: Communication supplies
information to the managers who prepares effective plans.
Managers collect information from different sources and prepare
and execute organizational plans through the help of
communication.
4. Education and training of employees: Communication helps to
provide education and training of employees of the organization.
5. Linking between central and branch offices: Large
organizations have many branches. The branch office must be
linked with the centre office of the organization for sharing different
official issues and instructions.
6. Raising employee morale: Low morale makes the employees
idle and frustrated which lead to lower performance of the
employees. Communication helps to raise employee morale
through training and development activities.
7. Effective direction: The entire work of direction is involved with
communication. Without using communication devices superiors
cannot issue orders or instructions to their subordinates.
8. Coordination and cooperation: Communication helps in
coordinating the activities of various work groups or departments.
Cooperation also becomes possible, because people can
communicate their needs and feelings to others.
9. Minimizing cost and time: Communication helps in minimizing
cost and time through easy and quick exchange of information. If
any message is required to be communicated to thousands of
people then we can use newspaper, internet, TV or radio.
10. Development of managerial efficiency: Communication
helps to increase the efficiency of the business organization. When
communication is effective, employees get all information and can
perform well. It increases their sense of responsibility.
11. Development of relations: Effective communication plays a
very vital role in improving the relationship between labourer and
management. Frequent transfer of information removes

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 misunderstanding and creates a cordial atmosphere in the
organization.
12. Publicity of goods: Large companies give special emphasis on
advertisement and publicity of goods for creating and maintaining
markets.
13. Making decision and solving problem: Communication helps
in solving organizational problems. It tends to increase better
understanding among the employees, which reduces grievances
and removes misunderstanding and conflict.
14. International relation: No country in the present world is self-
sufficient. Every country is dependent on others for many reasons.
Here, communication plays a very vital role. It plays important role
in developing international relations.

1.7 EFFECTIVE COMMUNICATION

Effective communication is a way of conveying information to a recipient
without any difficulty for understanding. It is free from noise and blockages.
It is effective when the sender sends the encoded message through appropriate
media that the receiver can decode with a common understanding, to produce
a positive response. It reduces uncertainty or ambiguities and enhances
understanding. Communication can be regarded as a “life blood” if only its
transmission is effective.

Communication is effective when the information we wish to send is received,

understood and acted upon by the recipient in the way we intended. Thus, if
the message is conveyed clearly and unambiguously or when communication
ends in the achievement of desired goals; then it is known as effective
communication. Effective business communication also occurs when all
employees and stakeholders are kept informed of what is going on in the
company.

1.8 PRINCIPLES OF EFFECTIVE AND EFFICIENT COMMUNICATION

To create an effective communication, certain basic principles must be applied.
These principles provide guidelines for composing effective written and oral
communication. The principles are generally called the 7C’s and 4S’s. In any
business environment, adherence to the 7 C’s and the 4 S’s helps the sender in
transmitting his message with ease and accuracy.

7 C’s of Communication

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The 7C’s Builds trust, improves relationships, makes comprehension easier,
builds confidence, introduces stability, reinforces confidence and saves time.

 Credibility. If the sender can establish his credibility, the receiver has
no problems in accepting his statement. Establishing credibility is a long-
drawn out process in which the receiver through constant intellection
with the sender understands his credible nature and is willing to accept
his statements as being truthful and honest.
 Courtesy. Once the credibility of the sender has been established,
attempts should be made, at being courteous in expression. The term
courtesy implies politeness that grows out of respect and concern for
others. Courtesy demands that the message should be respectful,
thoughtful and appreciative. Avoid questionable humour.
 Clarity. This means the understanding of matters effortlessly. Absolute
clarity of ideas adds much to the meaning of the message. The first
stage is clarity in the mind of the sender. The next stage is the
transmission of the message in a manner which makes it simple for the
receiver to comprehend. As far as possible, simple language and easy
sentence constructions, which are not difficult for the receiver to grasp
should be used. This can be achieved by choosing concrete, precise, and
familiar languages and use effective sentences and paragraphs.
 Correctness. At the time of encoding, the sender should ensure that
his knowledge of the receiver is comprehensive. The level of knowledge,
educational background and status of the decoder help the encoder in
formulating his message. It does not also only mean proper grammar,
punctuation and spelling but also the accurate presentation of the actual
facts and figures. It therefor requires double checking of facts, figures
and words used are correct.
 Consistency. The approach to communication should as far as possible
be consistent. There should not be too marrying ups and downs that
might lead to confusion in the mind of the receiver. If the sender desires
to bring about a change in his understanding of the situation, he should
ensure that the shift is gradual and not hard for the receiver to
comprehend.
 Concreteness. This means using specific, definite and vivid
information. Concrete and specific expressions are to be preferred in
favour of vague and abstract expressions. In continuation at the point
on correctness, the facts and figures presented should be specific.
 Conciseness. The message to be communicated should be as brief and
concise as possible. Conciseness means saying something in a fewest
possible words without sacrificing the other qualities of effective
communication. Weightily language definitely sounds impressive but

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 people would be suitable impressed into doing precisely nothing.
Excessive information can also sway the receiver into either a wrong
direction or into inaction. A concise message saves time and expenses
for both the sender and receiver. The following three methods can help
you deliver your message in a concise form; eliminate wordy expression,
include only relevant material and avoid all needless repetitions.

4 S’s of Communication

An understanding of the 4 S’s is equally important in business communication.

 Shortness. “Brevity is the soul of wit,” it is said. The same can be said
about communication. If the message can be made brief, and verbosity
done away with, then transmission and comprehension of messages is
going to be faster and more effective. Flooding messages with high
sounding words does not create an impact.
 Simplicity. Simplicity both in the usage of words and ideas reveals
clarity in the thinking process by using simple terminology and equally
simple concepts.
 Strength. The strength of a message emanates from the credibility of
the sender. If the sender himself believes in a message that he is about
to transmit, there is bound to be strength and conviction in whatever he
tries to state. Halfhearted statements or utterances that the sender
himself does not believe in add a touch of falsehood to the entire
communication process.
 Sincerity. A sincere approach to an issue is clearly evident to the
receiver. If the sender is genuine, it will be reflected in the manner in
which he communicates. Suppose there is a small element of deceit
involved in the interaction or on the part of the sender. If the receiver is
keen and observant, he would be able to sense the make-believe
situation and, business transactions, even if going full swing, would not
materialize.

1.9 BENEFITS OF EFFECTIVE COMMUNICATION

The most successful organisations understand that if they are to be
successful in today’s business world, good communication at all levels is
essential. Here is a useful mnemonic to remember the benefits you and
your organisation can achieve from effective communication:

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 Stronger decision-making and problem-solving
Upturn in productivity
Convincing and compelling corporate materials
Clearer, more streamlined workflow
Enhanced professional image
Sound business relationships
Successful response ensured

1.10COMMUNICATION BARRIERS
In between any of the important stages in the communication process are
problems that are likely to impede the smooth flow of information. Poor
transmission of messages affects business operations since distortions are
likely to emerge. Embellishments and infiltrations can also result. These
problems are what we term as barriers to communication. The following
are some of the major barriers to communication.
i. Physical Barrier: Physical barrier is a factor that can distract
attention and destroy the value of the message. These problems
relate to the distance between the sender and receiver of the
message. It may include physical noise, poor or illegible
handwriting and even the personalities involved. For example,
when there is a heavy machine being operated, the noise thus
generated makes it very difficult to get what s supervisor wants to
send across to his subordinates.
ii. Linguistic Barrier: First, use of technical jargons, high sounding
words, phrase, unfamiliar words, poor sentence structure, etc. may
impede the smooth flow of information. This is what is termed as
semantic distortions. The use of words especially technical jargons
which have different meanings so far as different situations are
concerned, may create problems and give wrong interpretation
contrary to what the sender has in mind. This is because words
and symbols do not mean the same thing in all situations. It is
therefore necessary to endure that the receiver of the message
clearly understands the intended meaning of the message
communicated.
iii. Socio-economic Status: Another factor contributing to
communication barrier is the socio-economic status. Social status
occupied in employment or community varies. The status one gets
in the society which can either be high or low can also contribute
to this. The superior-subordinate gap can to some extent, affect
the way information is handled or interpreted. Some people of high
position downgrade workers and this in turn tends to widen the
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 communication gap between them. For instance, a rude managing
director may not be easily approached by a messenger who fears
him. In the same way, the rich and the poor cannot communicate
on equal terms; the rich may not feel any obligation to heed to the
poor person’s advice because of his wealth. They may not be able
to communicate effectively on matters of common concern to the
community particularly where monetary contributions are involved.
Their priorities may not be mutually the same.
iv. Inappropriate Channels of Communication: The use of
inappropriate channels of communication in an organization may
impede the flow of information. The selection of the wrong medium
is most likely to result in the failure of communication.
The physical layout of the organization may also disturb the smooth
flow of communication. In the situation where employees are
physically isolated from each other because of the dispersed layout
of the office, communication might be interrupted and become
ineffective. Lack of formal and informal lines of communication and
opportunities is a barrier to upward communication since
employees tend to have only their union as the officially recognize
channel. This impedes personal information flow.
v. Information Load: Information under-load or overload may serve
as barrier to communication. A further barrier is created when the
information being sent to the receiver is coming from different
sources in the organization. For example, when the secretary
receives messages from more than two sources to be sent to the
manager at a time, he may tend to distort all this information. This,
in a way, does not make for effective communication.
vi. Human Relations: Again, from the human relations point of view,
our general conduct in the areas of values, attitudes, emotions, and
standards may impede information. This is termed as human
barrier. Some people may not be able to communicate effectively
with others because they lack empathy, are prejudiced, and
possess poor communication skills. The inability to listen effectively
is a case in point. For instance, when a sender gives a message
and the receiver does not listen, there is no way of getting an
appropriate feedback to see if the message is being understood.
In addition, these individual differences also affect the way and
manner we interpret information. If someone is anxious, angry,
hungry or happy, such a psychological state may affect the way
and manner he interprets information at that moment, and a wrong
meaning of the message may be sent across.

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vii. Generation Gap: The age difference between the sender and the
receiver may also serve as an obstacle to communication. For
example, when a young unmarried agent lectures a group of
married people on Planned Parenthood. The generation gap
constitutes a wedge in the orientation, perception, and the value
system between the aged and the exuberant youth. The receivers
of the message would believe that the sender does not have a fuller
knowledge of the subject matter because of his age and
experience.
viii. Time Factor: The time factor is crucial to the acceptance or
rejection of any piece of information. Before communication can
be effective, the message should be given at the right time.
Normally, when information is not given at the right time, it is often
received with mixed feelings and may be entirely rejected. Just as
pressure of time or workload may repel a subordinate from coming
closer to his superior, in the same manner, pressure of time may
prevent a superior from assigning a duty to his subordinates.
Therefore, pressure of time creates a blockade for effective
communication.
ix. Lack of Trust: Lack of trust constitutes a barrier to effective
communication. Since information transmitted is meant to have a
reciprocal effect on both parties, trust becomes a major
requirement. Lack of confidence and suspicion between two
parties can only increase suspicion, decrease the frequency of open
expression and hence minimize the likelihood of effective
communication.
x. Attitude: Indifferent attitude by senders or receivers may give
different meanings to the same piece of information. If the sender
does not assess very well, or does not care to know the audience
he wishes to speak to, nor does he establish a good communication
relationship with his audience it is most likely his efforts in the
delivery process would be a total waste. Similarly, of the receiver
already has a preconceived mind, of a negative disposition, and is
not interested and willing to receive the message, the sender’s
efforts will run down the drain.
xi. Value Judgement: Value judgements on the part of the receiver
prior to the delivery of the message may disrupt reception and the
intended meaning of the message. This means that too many
faulty assumptions were made by the receiver as well as too quick
and ready evaluation of the message resulting into the inability of
the receiver to listen carefully. This is negative attitude, and a
barrier to communicate.
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1.11 OVERCOMING COMMUNICATION BARRIERS
There is a lot of communication barriers faced these days by all. The
message intended by the sender is not understood by the receiver in the
same terms and sense and thus communication breakdown occurs. It is
essential to deal and cope up with these communication barriers so as to
ensure smooth and effective communication.

As, in the previous section we have discussed the major barriers of

communication. Let’s talk about how to overcome these barriers of
communication.
1. Eliminating differences in perception: The organization should
ensure that it is recruiting right individuals on the job. It is the
responsibility of the interviewer to ensure that the interviewee has
command over the written and spoken language. There should be
proper Induction program so that the policies of the company are
clear to all the employees. There should be proper trainings
conducted for required employees (e.g. Voice and Accent training).
2. Use of Simple Language: Use of simple and clear words should
be emphasized. Use of ambiguous words and jargons should be
avoided.
3. Reduction and elimination of noise levels: Noise is the main
communication barrier which must be overcome on priority basis.
It is essential to identify the source of noise and then eliminate that
source.
4. Active Listening: Listen attentively and carefully. There is a
difference between “listening” and “hearing”. Active listening
means hearing with proper understanding of the message that is
heard. By asking questions the speaker can ensure whether his/her
message is understood or not by the receiver in the same terms as
intended by the speaker.
5. Emotional State: During communication, one should make
effective use of body language. He/she should not show their
emotions while communication as the receiver might misinterpret
the message being delivered. For example, if the conveyer of the
message is in a bad mood then the receiver might think that the
information being delivered is not good.
6. Simple Organizational Structure: The organizational structure
should not be complex. The number of hierarchical levels should be
optimum. There should be an ideal span of control within the

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 organization. Simpler the organizational structure, more effective
will be the communication.
7. Avoid Information Overload: The managers should know how
to prioritize their work. They should not overload themselves with
the work. They should spend quality time with their subordinates
and should listen to their problems and feedbacks actively.
8. Give Constructive Feedback: Avoid giving negative feedback.
The contents of the feedback might be negative, but it should be
delivered constructively. Constructive feedback will lead to effective
communication between the superior and subordinate.
9. Proper Media Selection: The managers should properly select
the medium of communication. Simple messages should be
conveyed orally, like: face to face interaction or meetings. Use of
written means of communication should be encouraged for
delivering complex messages. For significant messages reminders
can be given by using written means of communication such as:
Memos, Notices etc.
10. Flexibility in meeting the targets: For effective
communication in an organization the managers should ensure that
the individuals are meeting their targets timely without skipping the
formal channels of communication. There should not be much
pressure on employees to meet their targets.

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