BUSINESS COMMUNICATION

Introduction & Definition

Since the dawn of civilization man expressed his ideas and views in
different ways to exchange his feelings and emotions. This way of
exchanging the feelings is known as communication. Communication
is one of essential conditions of social interaction.
According to Brown, “Communication is the process of
transmitting ideas or thoughts from one person to another for the
purpose of creating understanding.

According to Keith Davis, “Communication is the transfer of

information and understanding from one person to another
person. It is a way of reaching others with facts, ideas, thoughts &
values.
The word communication has been derived from the Latin
word ‘Communicare’ which means to share or to commune or giving
or sharing information.
Thus we can say is act of sharing of information ideas from
person to another person or group. It involves in systematic and
continuous process of telling, listening, understanding and
responding.
The nature of communication is social, collective, extrovert,
dynamic, multidimensional, and professional. It involves impressions
as well as expressions. Communication can be enlightening as well as
misleading depending upon one’s skill and proficiency.
 FACTORS/ELEMENTS/COMPONENTS OF
COMMUNICATION
1. Sender
2. Message
3. Receiver
TYPES OF COMMUNICATION

COMMUNICATION

VERBAL NON-VERBAL

Oral Written SIGN LANGUAGE BODY LANGUAGE

AUDIO VISUAL
 PROCESS OF COMMUNICATION

Communication is the dynamic process that involves the effective

transmission of facts ideas thoughts, feelings & values. It is sharing of
information and understanding. It is an aspect of human nature
whatever are, whatever maybe, if two persons are present a sort of
understanding begins to develop between them.
Communication is concern with sharing information and
understanding. It consists of a few elements as:
1. Sender : The communication starts with the sender, the
person or group who wants to transmit the message to another
person of group.
2. Message : The physical form of the idea or information
conveys which can be understood by the receiver.
3. Encoding : Converting the message into a symbolic form
channel the media through which the message travels.
4. Channel : Channel or medium is the method used to transmit
the message.
5. Receiver : The person or group who receive the message and
attaches some meaning to the message.
6. Decoding : Retranslating of sender’s message.
7. Feedback : The final link in the communication process in
which the receiver expresses the response to the message.
Sender Message Encoding Channel Receiver Decoding

Feedback

NOISE
Any interferences in the message sent and message received leads to
the productions of ‘noise’. The term communication barriers, or that
which or distorts message, is an expansion of the concept of noise.
Noise here does not mean cacophony, but a break in the
communication process. If noise occurs because of technological
factors, it is a smaller problem as it can be removed by correcting the
technological faults,. Contrary to this, if the noise is due to human
error, the parties involved in the communication process need to take
corrective measures.
LEVELS OF COMMUNICATION
Communication is universal and multidimensional activity
communication takes place at various levels :
1. Extra personal
2. Intrapersonal
3. Interpersonal
4. Organizational
5. Mass communication
Extra personal : Communication which exists between human being
and non-human beings is extra personal. For example the wagging of
tail of your pet dog when at sees at close proximity. A parrot
responding to your greeting is an example of extrapersonal
communication. This type of communication requires perfect
coordination and understanding between the sender and the receiver.
Intrapersonal : Where a person communicates with himself is called
intrapersonal communication. It implies our thoughts, feelings,
reactions, imagination extra. The thinking process discussion making
process self esteem self worth perception of a person etc. belong to
this communication.

Interpersonal communication : It is the interaction between two

people who are equally active at this level communication refers to
the sharing of information among people. I t can be formal or
informal depending upon the situation and nature of relationship
between the parties involved.
Interpersonal communication is advantages because direct and
immediate feedback is possible. If a doubt occurs it can be instantly
clarified. We can say that interpersonal communication depend on a
variety of factors. Such as psychology of the two parties involved, the
relationship between them, the situation and surroundings in which
the communication takes place and finally cultural context.
Organizational : Every firm of company has an organizational
pattern to carry out its activities communication in an organization
takes place at different hierarchical levels without it the organization
came seas to exists. The organizational communication depends upon
the size of the organization to install proper networking system.
Organizational communication sub divided as :
A. Internal operational : All the communication that occurs in
conducting work within an organization is known as internal
operational. It includes ordering the staff, discussing the plans
and problems, giving instructions and guidance, removing
grievances, maintaining discipline.
 B. External operational : The work related to communication that
an organization thus with the people outside the organization is
called external operational communication. It includes
communication between one organization and the other,
communication with government authorities, communication
with customers or public.
C. Personal operational : All communication that occurs without
specific purpose in an organization is called personal
communication.

Mass communication : Mass communication means communication

with the masses. This communication required a mediator to transmit
information. The mass media are as journals, books, television and
newspaper which mediate such communication. Since the message are for
a large audience the approach impersonal. Mass communication more
persuasive in nature than any other communication. Oral communication
thorough mass media requires some equipments such as micro phones,
amplifiers etc. whereas written form needs print a visual media. The
characteristics of mass communication are :

A. Large reach : Mass communication reaches to a wide

audience it may be the public in general. The message must be
in simple language so that all sections of audience may be able
to comprehend its meaning.
B. Impersonality : It is impersonal such as the participants are
unknown to each other.
C. Presence of gatekeeper : When the speaker is not directly in
contact with audience his message is likely to edited by some
mediator. These mediators are a kind of gatekeepers. This
gatekeeper or mediator could be a person or group of persons
active in transferring or sending information from the source to
the audience through a mass media. For example in a newspaper
the editor decides which news makes it to hands of the readers.
 FLOW OF COMMUNICATION
In each every organization the information flows in both forms, formally
and informally. Formal communication flows along prescribed channels
which all members desirous of communicating with one another are obliged to
follow. Formally, a clerk working in any of the sections cannot directly
communicate with the Managing Director. He must talk to his supervisor who
will pass on the message to the departmental manager from where it will go to
the Managing Director.

Information of various kinds flowing through formal channels, such as policy or

procedural changes, orders, instructions, confidential reports etc. is classified as
formal communication. This type of communication can flow in various
directions-upward, downward, lateral or horizontal.

Managing Director

Director 1 Director 2 Director 3

Manager 1 Manager 2 Manager 1 Manager 2 Manager 1 Manager 2

LANGUAG
E
Supervisor 1 Supervisor
Supervisor 1 Supervisor 2

2
Supervisor 1 Supervisor
Supervisor 1 Supervisor 2 Supervisor 1 Supervisor 2
2
Supervisor 1 Supervisor 2

Downward Upward
Diagonal
Horizontal/Lateral
Downward communication : Refers to communication from the
higher level to the lower one in managerial hierarchy. The function of
this type of communication includes annual confidence reports,
Performance appraisal notices, project back, announcement of
company policies and instructions.
Upward communication : This type of communication flows
upward in the hierarchical level i.e. from subordinate to the superiors.
The main purpose of this communication is to provide feedback at
several levels of organizational set up, e.g. reports, business
proposals, suggestion exit interviews grievances etc.
Horizontal communication: Horizontal communication helps
developing team work, and to promote group coordination within an
organization. Horizontal communication takes place between
professional peer groups or at the same hierarchy levels. It is less
formal and structured than both the downward and upward
communication. The area of performance of this communication is
carried through informal discussions, management gossip, telephone
call, tele-conference and routine meeting etc.
Diagonal/crosswise communication : This type of communication
occurs between people who do not to follow rigid norms of
communication protocol and it percolates in all the directions.
 BARRIERS TO COMMUNICATION
Barrier is like a hindrance, bottleneck, or a sieve which allows only a
part of the message to pass through or it completely distorts the
message as a result the desired response is not achieved. Barrier
causes misunderstanding and hampers the smooth functioning of the
organization. Barriers are classified into three levels which are :

I. Intrapersonal
II. Interpersonal
III. Organizational

Intrapersonal barrier : Every individual is unique and no two

individuals are same. “According to the law of individual difference,”
this difference occurs due to experience, education, values, ideas,
thinking, aptitude, cultural and personality. That is why the
interpretation of the same message is done in different ways because
our thinking varies. The causes which are responsible for the
individual’s inbuilt barrier are as following :

1. Wrong assumption
2. Varied perceptions
3. Differing Background
4. Wrong inferences
5. Impervious Categories
6. Categorical Thinking
Wrong assumption : Barrier are caused by wrong assumptions when
the sender of the message has a false or under or over assumption of
the level understanding, knowledge, thinking etc. The speaker
sometimes does not realize the background, education and experience
of the receiver as each and every person is different from another. A
skilled communicator always keeps in his mind these issues and
he/she steps himself/herself in the shoe of the listener.

Varied perception : This is a story of six blind men who came across
an elephant and had varied perception regarding its body parts, e.g.
first one after touching its body felt it to be a wall. 2 nd one touching its
tail thought it to be a rope. 3rd one touching its leg declared it to be
trunk of a tree. 4th open holding the trunk in his hand said, it is a
snake. 5th one touching its ears claimed them to be the fan and 6th one
touching the long ivory teeth/hookers said it to be a sword. Thus
everyone has it own perception according o his taste and preferences
and knowledge, thus to overcome this barrier one has to think widely
with a broad perception.
Differing background : No two persons have a same background
even siblings differ in their genetic heritage, variations are due to
educational, culture, language environmental, age and other factors
which give rise to the difference in background of the individuals, e.g.
a computer company representative would not make any effect on a
group of doctors if in his presentation he details more about the
hardware. One has to be well informed about the audience to whom
he communicates. Empathy or identification is the solution.
Wrong inferences : Inferences are more dramatic than facts this is
the reasons that it give rises to gossip and rumors to prevail when
inferences are supported by facts. They less and pre-conceived only
hamper & retard the flow of communication and paving way to intra
or internal conflicts.
Impervious categories : In general we react positively to information
only if it is in consonance with our own views and attitudes. But
conversely the news which doesn’t suit to our taste and preferences
we disbelieve it or react negatively. Rejection avoidance and
distortion are the common undesirable reactions people having closed
minds do not adapt to the environment which is taking new shapes
rapidly. These people instead become bottleneck to such latest
developments and impede the communication process through rigid
thinking, categorical view point adamant behavior are such traits.
Thus impervious categories are of those who may not be able to
accept any deviation from their point of view.
Categorical thinking : Three are some people who say they ‘know’ it
all are called ‘panasophists’. They have a thinking that they are all
perfect in their subject and cannot there information relating to their
subject or views points. The clue to detect this barriers in others is the
use of words like; all, always everybody, everything, everytime. To
avoid this barriers one has to broad minded and one should label his
opinion, with phrases like, ‘It appears to me’. Or ‘the evidence
indicates.’ One should be non-judge mental. Emphatic , subject
oriented and a coherent listener.
Interpersonal barriers : These barriers occur due to the
inappropriate transaction of words between two or more people. The
inefficiency in communication skills and negativity or negative bent
of ‘mind perception which is preconceived affects the communication
to exist properly between the two i.e. receiver and the sender. The
most common reasons for inter-personal barriers are :-
1. Limited vocabulary
2. Incongruity of verbal and non-verbal messages.
3. Emotional outbursts
4. Communication selectivity
5. Cultural variations
6. Poor listening skills
7. Noise in the channel
Limited vocabulary : Inadequate Vocabulary is the major hindrance
in communication both oral or written. During the speech or at
writing if our tongue fumbles and pen falters due to the loss of proper
or even. The connotative or denotative meaning of words while
communicating should be absolutely clear to the receiver. Thus
having a good vocabulary and have the idea of proper usage of such
words which create an indelible impression on the listeners.
Incongruity of verbal of non-verbal message : Non-verbal
communication usually enhances and enlivens verbal communication
as action speaks louder than words. Non-verbal cues provide a deeper
insight into the senders message and if these cues are ignored or
misinterpreted the message is distorted. Physical appearance dress
sense according to the occasion, hair style, polished shoes. There
should be perfect match between non-verbal cues and verbal message
but again it varies from countries to countries & culture to culture.
Emotional outburst : Emotions being an integral part of a human
being whether in business or personal encounters. By sharpening self-
awareness intuition and empathy emotion can help in dedveloping an
environment conducive to communication.
Communication selectivity : Day by day business are increasing
globally. The outlook of global and domestic work force has changed
drastically. Thus to complete successfully, in today’s globalized
business environment we have to overcome the communication
adequacy due to different languages and cultures.
Poor listening skills : Hearing is a passive exercise, listening requires
careful attention and accurate decoding of the signals received from
the speaker. The distractions that hinder the flow of communication.
The distractions that hinder listening are, emotional disturbance,
indifference, aggressiveness, and wandering attention.
Noise in the channel : noise is an unwanted, signal or interruption
Noise has its involvement in all kinds of, visual, audio-visual,
written, physical, oral & psychological form.
Organizational barriers : Barriers are omnipresent, they are
predominant in every organization irrespective of its resize and
communication technique. Thus irrespective of size all organizations
have communication policies which describe the protocol to be
followed. The structure and the complexity of this protocol usually
causes communication barriers. A rigid hierarchical structure usually
restricts the flow of communication. The message flow is either
completely distorted or change with too many transfer points. The
main organizational barriers are :-
1. Too many transfer stations : With several layers
communication channels the message get distorted in huge
organization. Too many transfer stations is always a deterrent to
effective communications.
2. Fear of superiors : In a rigidly structured organization fear and
awe of the superior prevents subordinates from speaking
frankly. An open environment is conducive to increasing the
confidence and good will of the communicator.
3. Negative tendencies : Many organizations create work groups
which have members and non-members depending upon the
work schedule, thus this barrier is due to confliction of ideas
thinking etc.
4. Use of inappropriate media : Time, cost, type of message,
intended audience.
5. Information overload : This is one of the major problems faced
by organization today is the huge amount of data received by the
receiver who is unable to handle effectively this leads of fatigue,
boredom disinterest. Thus qualitative aspect of the information
more vital than quantitative. Screening of the information aspect
o the information to filter out the relevant rather irrelevant
information must be avoided.
HOW TO OVERCOME THE COMMUNICATION BARRIERS
There are few guidelines for overcoming communication barriers.
These guidelines are listed by Bovee et al in their book for making
communication effective.
1. Adopt an audience centered approach : Adopting an
audience centered approach means focusing on
audience/receiver in order to make a meaningful
communication. The communicator should try to know about
the education, age, status and other relevant particulars of the
receiver’s personality. A message written while keeping in view
the receiver, may be understood and accepted easily.
2. Foster an open communication climate: As discussed earlier,
restricted environment in an organization leads to
misunderstanding and sometimes distorts the meaning of the
message. Hence, communication should flow freely in all the
directions-upward, downward, lateral and diagonal. There
should be direct access to a manager, it will be blessing in two
ways-first, it will help the employees to communicate their
message directly without any distortion and secondly, it will
enable the managers to share information with other employees
and also seek their help in taking some decisions or solving
some problems.
3. Commit to ethical communication : Ethical Communication
means to observe transparency in working. No deceptive tactics
should to be used. Even negative information also should be
made public.
4. Create team efficient message : If the useful and unless
information are put together, they result in the audience’s lose
of interest and he fails in concentrating upon the useful message