Business Communication: Lesson 4

Lesson 4:
Classification and Methods

of Communication
MBA 1305: BUSINESS COMMUNICATION
MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

BANGLADESH OPEN UNIVERSITY
Overview to Classification and Methods

of Communication:
1. Oral,
2. Non-Verbal,
3. Written,
4. Digital,
5. Audio-Visual,
6. Visual,
7. Silent,
8. Face-to-face,
9. Grapevine,
10.Consensus,
11.Downward,
12.Upward,
13.Vertical,
14.Horizontal,
15.Formal,
16.Informal,
The concept that communication is the

effective exchange of meaning or
understanding applies to both formal and
informal communication. It applies to
communication up, down and across the
organization.

On
ofof
Organization
On the
the
Basis
Direction
Expression
Types
ofBasis
communication

Oral/Verbal Communication
It occurs through spoken words.
In oral communication, the two parties of
communication, the sender and the receiver,
exchange their views through speech, either in
face-to-face communication between individual
and individual, or between an individual and the
group, or any mechanicals or electrical devices.
Advantages of Oral Communication

1.Immediate feedback
2.Time saving
3.Economical
4.Secrecy
5.Personal touch
6.Flexibility
7.Group communication
Advantages of Oral Communication

1. Immediate feedback the biggest
advantage of oral communication is
that it provides immediate feedback
to both the sender and the receiver.
2. Time saving oral communication
is very fast. It saves the time
involved in writing the message.
3. Economical oral communication
save the money spent on stationery
in any organization.
4. Secrecy oral message can be
more easily kept confidential than
written messages.
5. Personal touch oral

communication builds healthy climate
in the organization by bringing
superiors and subordinates together.
6. Flexibility oral communication
provides an opportunity to the
speaker to correct himself and make
himself clear by changing his voice,
pitch, tone, etc.
7. Group communication oral
communication is extremely useful for
communicating with groups in
meetings, conferences, etc.
7
Limitations of Oral Communication

1. Poor retention the listener cannot retain oral message in his
memory for a long period of time. The speaker himself may not recall
what he actually said.
2. No record oral communication provides no record for future
reference.
3. Time consuming oral communication may not always be time
saving.
4. Misunderstanding oral communication is likely to be misunderstood
due to poor vocal expression and noise.
5. Lengthy messages It is not suitable for lengthy messages.
6. Lack of responsibility oral message are not recorded .therefore, it
becomes difficult to hold persons responsible for mistakes, inaccuracy.
Make Oral Communication Effective

1. Clarity
2. Brevity
3. Right words
4. Understand the listener
5. Natural voice
6. Logical sequence

10
Non-Verbal Communication
DEFINITION
Oral or non-oral messages
expressed by other than
linguistic means (Adler &
Rodman, 2003, p. 150)
According to: Trenholm &
Jensen, 2000:
Perceived by sender or receiver, or
Intended as a message by the
sender, or
Interpreted by the receiver as
intended.
CHARACTERISTICS
Nonverbal Communication Exists
You can interpret others feelings
No formal training needed to do this
Nonverbal Behavior Has Communicative Value

You cannot not communicate (think about this)
We arent always aware of what we are communicating
nonverbally
Not everyone can interpret nonverbal clues
Nonverbal communication assists with:

Identity management
the Presenting Self
How we want others to view us
Defining relationships
Conveying emotions
Difficult to convey ideas nonverbally
11
Components of Non-Verbal
Communication
Nonverbal comm. is ambiguous
Difficult to interpret accurately
Some emotions are easier to
decode accurately than others
SADFISH & L
Sadness
Anger
Disgust
Fear
Interest
Surprise
Happiness
Love
Better senders of nonverbal messages are

better receivers
Decoding ability can be learned
Extroverts better than dogmatic
Women better than men
No one has 100% accuracy
Considerations when decoding NVC
Context (situation)
History of relationship with sender
Others mood at the time
Your feelings
NV messages are CLUES not fact

Nonverbal comm. is culture bound
12
Verbal Communication vs. Nonverbal Communication
Nonverbal communication operates on multiple

channels
Nonverbal communication is continuous and
never ending
Nonverbal communication can be unconscious

13
The Power of Nonverbal Codes (Trenholm & Jensen, 2000)
Nonverbal codes are given more credence and are more trusted
than verbal codes.
Nonverbal codes are more emotionally powerful.
Nonverbal codes express more universal meaning.
Nonverbal codes are continuous and natural.
Nonverbal codes occur in clusters.

14
Functions of Nonverbal
Communication
5. Regulating
1. Repeating
Emblems: deliberate nonverbal behaviors that
have precise meanings known to everyone
within a culture group. Wave or Nod
2. Substituting
Emblems can replace a verbal message
3. Complementing
Nonverbal behavior matches verbal message Sincere apology
Tone of voice and appropriate facial expression
Illustrators
Scratching head when trying to think of something
4. Accenting
Pointing your finger at someone when making
a point
Taking turns speaking has a pattern that

we understand when it is our turn to talk,
e.g. pauses, tone of voice
6. Contradicting
Mixed messages
Nonverbal message is believed more than
verbal message
7. Deceiving
Not all deception is self-serving or
malicious Face saving
High self-monitors are usually better at
deception
People whose jobs require them to act
differently than they feel are better at it:
actors, lawyers, diplomats, salespeople.
15
Types of Nonverbal Communication

1. Posture
Kinesics: the study of body movements, gesture

and posture.
Mirroring posture makes good impression

Posture reveals ones vulnerability to
violence
2. Gestures
3. Face
Very complicated to discern facial expressions

High number of facial expressions
Facial expressions change quickly
Affect blends: showing two emotions simultaneously
Fearful and surprised

Disgusted and angry
4. Eyes
Eye Contact
The Window to the Soul
Cultural differences
Fundamental behavior that even people blind

from birth use gestures
Manipulators: Movements in which one part

of the body touches another body part
5. Touch
a.k.a. Haptics
Using manipulators is often a sign of
Babies died from lack of touching

discomfort but not always
Disease called Marasmus means wasting away

Also used when one is relaxed and lets
Touch increases a childs mental functioning and

guard down
physical health

16
Types of Nonverbal Communication,

cont.
7. Clothing
6. Voice
. Paralanguage: nonverbal vocal
messages that reinforce or
contradict our words
Conveys economic status, education level,

social status moral standards, athletic ability
and/or interests, belief system, level of
sophistication
We make assumptions about people based on
clothing choices
Flying on airplanes and courtesy of airline personnel

Tone
Interviews
Speed
Dates
Pitch
8. Distance
Volume
Proxemics: the study of the way people and

Pauses: Number and length
animals use space
Disfluencies (stammering, fillers Like)
Intimate distance: Skin to 18 inches
Personal distance: 18 inches to four feet

Sarcasm

Social distance:
Public distance:
4 feet to 12 feet
12 feet to 25 feet
17

cont.
9. Physical Attractiveness
People prefer others who they find

attractive
Beauty is in the eye of the beholder

Three year olds already have opinions
What can we do to be perceived as
more attractive?
Posture
Gestures
Facial expressions
Physical fitness
Choice of clothing

10.Time
Chronemics (the study of the use of time in

nonverbal communication. The way that one
perceives and values time, structures time and
reacts to time frames communication. Across
cultures, time perception plays a large role in the
nonverbal communication process.)
Cultural rules
Polychronic
Monochronic
Geographic or Situational rules
11.Territoriality
Fixed Space (room, house, neighborhood, country)

Not all territory is permanent library, computer lab
Power and status relationships
Knocking before entering

More and/or better space is expected for higher status personnel
18

cont.
12.Environmental
Reflects Interaction
Research: Photos of upper-middle-class homes

Communicated accurate information about the homeowners: intellectualism, politeness,
maturity, optimism, tenseness, willingness to risk, family orientations, and reservedness
Home exteriors: Artistic interests, graciousness, privacy and quietness
Shapes Interaction
Research: Workers feel better and are more productive in attractive environment
Building design shapes communication
Cubicles, Open Space, Offices
Use of space tells much about a person
Want privacy
Open to others

19
Written Communication
Written communication is often resorted to
by the management for messages that are
lengthy and have to be made permanent.
written communication involves transmission
of information through letters, notices,
circulars, memos, reports, etc.
20
Advantages of Written Communication

1. Wide access written communication is
the most economical and probably the
only means of communication where the
sender and receiver of the message are
separated by long distances.
2. Precision and accuracy written
messages are prepared with due thought
and care.
3. Permanent record written
communication provides permanent record
for future reference. Such written message
records of policy decisions and
performance in the past serve as a good
guide for decision making and planning in
future.
4. Repetition written messages

can be read again and again.
5. Lengthy message written
communication is very suitable for
transmitting lengthy messages.
6. Convenience the personal
presence of neither the sender nor
the receiver of message at a
certain place at the same time is
necessary.
21
Limitations
of Written
Communication
1.
Time consuming
In addition
to the time involved in sending
written messages, time has to be spent in putting the
message in writing.
2. Costly Written communication is very costly than oral
communication.
3. Lack of secrecy It is difficult to keep written messages
completely secret.
4. Rigidity written communication lacks flexibility. On the spot
clarifications and adjustments cannot be made.
5. Impersonal Written communication tend to be formal and
there is lack of personal touch.
6. Delayed feedback Immediate feedback is not possible in

22
Digital Communication
The word digital comes from the
Latin word digit and digitus (the
Latin word for finger), as fingers.
Digital
Communication
is
any
message passed through digital
devices.
Digital Communication is any type of
information sent digitally.
23
What are some examples?

Some examples of digital
communication are:
E-mailing Computers
Texting Cell Phones
Fax
Teleconferencing
Video conferencing

24
Email
Electronic mail is often abbreviated to: email

Email is a store-and-forward method of
writing, sending, receiving and saving
messages through computers

25
Texting/SMS
The common term for the sending of short messages
from mobile phones or portable devices is called texting.
Texting works using the Short Message Service (SMS)
Unlike an e-mail, an SMS is much more likely to be read
by a person at any one time, since the majority of
people have their mobile phones at arms reach 24 hours
a day.

26
Advantages of Messages/SMS
Unlike a phone call, an SMS
message is automatically
stored where it can be re-read
Simple
Non voice
Its cheap, SMS leads to

smaller phone bills, an SMS is
far cheaper than a phone call
SMS connects many people

around the world through
text messaging social
networking
Reliable
It can retain privacy

27
FAX
A fax is a document
sent over a telephone
line.
Fax machines were a
very common way to
send documents from
one location to
another.
28
Video conferencing
Video conferencing
means to conduct a
conference two or
more participants at
different sites by using
computer networks to
transmit audio & video
data.

29
Teleconferencing
A teleconferencing is a
telephone meeting
among two or more
participants involving
technology more
sophisticated than a
simple two-way phone
connection
30
Advantages and Disadvantages of Teleconferencing

ADVANTAGES
It is fast and easier.
No paper is wasted.
The messages can be stored in
the device for longer times,
without being damaged.
Digital communication can be
done over large distances through
internet and other things.
It is unreliable as the
DISADVANTAGES
messages cannot be
recognised by signatures.
The establishment of
Digital Communication
causes degradation of the
environment in some
cases.
"Electronic waste" is an
example. The vibes given
out by the telephone and
cell phone towers are so
31
Audio-Visual Communication
Communication that makes use This is most suitable for mass
communication, e.g.:
of telecasts, short-films or the
Mass publicity or public awareness
cinema screen and video tapes
Mass education, etc.
is a very powerful medium of
Corporate/business concerns
communication.
It is a combination of sight and
sound.
It can also use written form of
communication with sound
effects.
utilize this mode of

communication to inform the
potential customers about their
offerings.
This is also used within and

outside the organization.
32
Visual Communication
Communication that is assisted with images, illustrations, etc.
Visual communication is not complete in itself. The audience will just give
it a glance and let it go.
It is easy to miss the message.
As in PowerPoint slideshows or any other type of documentations, the
audience might lose attention due to the absence of sound or narration
along with the elaborate written or illustrated document.

33
Silent Communication
Allowing silence in a conversation puts pressure on the other
person.
Silence can indicate:
hostility,
disagreement,
profoundness, such as horror,
respect,
contemplation,
intentional rudeness,
Empathy.
Silence can be the creation of a listening space.

34
Face-to-Face Communication
This may at first appear to be similar to oral communication,
however, there are certain situations that differentiate them.
Conversation over the telephone is oral but not face-to-face.
Two or more individuals meeting in person at a given place and
communicating with each other with the help of a common
language can be called Face-to-Face Communication

35
Grapevine Communication
Grapevine is aninformal communication, unorganized
and unofficial channel of communicationin an
organization. When the formal channels fail or do not
work properly and some over-smart people spread
rumors, false and irresponsible statement or half-truths in
all the directions. It is called the communicationon the
grapevine channel.
Grapevine communication, information spreads very fast
in all directions as this vine of grapes spreads. Grapevine
means a source of secret information. It is kind
ofhorizontal communication, which takes place within a
group, between persons of equal status. Grapevine is an
integral part of the communication system in an
organization. This is the highly sensitive channel as it is a
great boon as well as a curse.
The grapevine consists a complex network of informal
contacts between the workers at all levels, wherever there
are human beings, there is grapevine. It is the natural
activity of workers and denotes a basic human weakness.
36
Types of Grapevine Communication

37
Consensus Communication
Consensusmeans as common agreement of opinion,
which is arrived at, after Mutual Consultation. 'A
Dictionary of Management'definesconsensus as
General agreement by a number of people,
especially on fundamental principles by people who
had been differing views on related matters.
Consensuscommunicationis based on mutual
consideration and respect on the part of the members
of a group. It involves consultation. Consensus is
arrived at after the discussion of a problem and after
careful consideration of possible solution to the
problem. Once a final decision is taken, and all the
parties agree to stand by it, consensus is said to have
been reached.
Consensuscommunicationis very necessary within
the organization to present an image of unity and
solidarity to the public outside the organization.
38
DIRECTION/FLOW OF COMMUNICATION

39
Downward/Vertical Communication
Downward communication
represents flow of information from
top level to lower levels of the
organization.
Modes of Downward
Communication
Handbooks & Pamphlets
Posters & Bulletins
House Journal,
Direct mail,
Annual Reports,
Special Meetings
40
Downward/Vertical Communication
MERITS
DEMERITS
Mission and Goals
Distortion
Plans and Policies
Incomplete information.
Duty and Authority
Time consuming
Job satisfaction
Filtration of Information

41
Upward/Vertical Communication
Production Manager
It is the flow of communication from

managers to managers.
It signifies the flow of communication
from the lower level to upper level.
Media of upward communication are:
suggestion system,
Grievance procedure,
Open-door policy,
Questionnaires,
Ombudsperson
42
Upward/Vertical Communication
MERITS
Feedback
Creative ideas
Better relations
Overcomes resistance to
change
Increased motivation

DEMERITS
Fears and
Apprehensions.
Filtration
Time consuming
Inattention by superiors
Low Morale
43
Differentiation between Downward and Upward

Communication
Topic
Downward Communication
Upward Communication
Definition
When information flows from top to

bottom of the organization then it is
called Downward Communication
When lower level employees send

information to executives then it can be
termed as Upward Communication
Objectives
Providing information and instructions to Providing feedback to the superiors in the

the subordinates
organization
Features
Its a common form of communication

and routine activity
This is not occurred on a routine basis
Attitude
A formal or natural attitude is enough
More positive and formal attitude is

necessary
Distortion can take place unconsciously
Information may be distorted deliberately
Distortion

44
Horizontal Communication
It refers to transmission of
information among persons of the
same level and status.
Objectives
To coordinate
Solve problems
Resolve conflicts
Exchange information
Promote social relations

45
Differentiation between Horizontal and Vertical

Communication
Topic
Horizontal Communication
Vertical Communication
Definition
Information is exchanged between the

same ranks of the organization
Information is exchanged between the

superiors and the sub-ordinates of the
organization
Degree of
Formality
Can be both formal and informal
Mostly formal than horizontal

communication
Depends mostly on oral media
Maybe both oral and written, basically

choosing more of the written media
Coordination between the employees of

the different departments is increased
through Horizontal Communication
Helps enhance coordination between

superiors and subordinates
Maintaining secrecy is quite difficult
Secrecy can be maintained easily
As both formal and informal media are

used, information can flow faster than
vertical communication
As it follows the formal media, more time

is necessary to reciprocate the message
Media
Coordinatio
n
Secrecy
Time

46
Extra Learning: Diagonal

Communication
Diagonal communication cuts across different functions
and levels in an organization.
This is the exchange of information among employees
in different work units who are neither subordinate nor
superiors to each others

47
Differentiation between Formal and Informal

Communication
Topic
Formal Communication
Informal Communication
Definition
When communication takes place

through the formal official channels.
Any communication by-passing the formal

channels can be informal communication
Flexibility
Formal communication is not flexible
It is flexible
Degree of
Control
Totally controlled by the management
Can not be controlled like formal

communication
Evidence
Has documentary evidence
No documentary evidence
Discipline
Official discipline is strictly maintained
Official decorum and disciples is not

always followed
Flow of
information
Information can flow only upward and

downward
Information floes freely in all directions

48
Differentiation between Formal and Informal

Communication
Topic
Formal Communication
Informal Communication
Secrecy
Secrecy can be maintained
Maintaining secrecy can be quite

difficult
Rumor
No such scope of rumor creation
Due to its flexible nature, rumor can

easily be created
Generally information is not distorted
As official decorum is not maintained,

information can be distorted
Distortion
Misunderstan
Almost no chance of misunderstanding
ding
Cost
Mistakes
Time/Speed
Due to lack of control

misunderstandings can easily occur
This is pretty expensive
Less expensive
As official decorum is maintained, chance

of mistakes is very low
As strict rules are not followed, rate of

mistake occurrence is high
Takes much time/speed is slow
Less time consuming/Information

channels are very fast

49

50

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Lesson 4:

Classification and Methods

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Overview to Classification and Methods

The concept that communication is the

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Advantages of Oral Communication

Advantages of Oral Communication

5. Personal touch oral

Limitations of Oral Communication

Make Oral Communication Effective

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Nonverbal Behavior Has Communicative Value

Nonverbal communication assists with:

Better senders of nonverbal messages are

NV messages are CLUES not fact

Verbal Communication vs. Nonverbal Communication

Nonverbal communication operates on multiple

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

The Power of Nonverbal Codes (Trenholm & Jensen, 2000)

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Taking turns speaking has a pattern that

Types of Nonverbal Communication

Kinesics: the study of body movements, gesture

Mirroring posture makes good impression

Very complicated to discern facial expressions

Fearful and surprised

Fundamental behavior that even people blind

Manipulators: Movements in which one part

Babies died from lack of touching

Disease called Marasmus means wasting away

Touch increases a childs mental functioning and

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Types of Nonverbal Communication,

Conveys economic status, education level,

Flying on airplanes and courtesy of airline personnel

Proxemics: the study of the way people and

Intimate distance: Skin to 18 inches

Personal distance: 18 inches to four feet

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Types of Nonverbal Communication,

People prefer others who they find

Beauty is in the eye of the beholder

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Chronemics (the study of the use of time in

Geographic or Situational rules

Fixed Space (room, house, neighborhood, country)

Knocking before entering

Types of Nonverbal Communication,

Research: Photos of upper-middle-class homes

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Advantages of Written Communication

4. Repetition written messages

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

What are some examples?

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Electronic mail is often abbreviated to: email

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,

Its cheap, SMS leads to

SMS connects many people

It can retain privacy

MS. ADIBA ANIS, LECTURER, (MARKETING), SCHOOL OF BUSINESS,