Business Communication Lecture Notes Unit I

Prof Amit Kumar [email protected] FIT Group of Institutions Page 1

Business Communication Unit -I

Meaning & objective of business communication, Forms of communication, Communication model & process, Principles of effective communication. Meaning of communication The word “communication” is derived from the Latin word “communico” which means “To share”. It is the act of sharing thought, opinion, and ideas. It is the two-way process 1. Speaker 2. Listener Definition “Communication is the action of conveying or exchanging information and ideas”. This is very simple definition. Objectives of communication Communication can be used for following objectives 1. Information 2. Advice 3. Order 4. Suggestion 5. Persuasion 6. Education 7. Warning 8. Motivation 9. Counseling 10 .Morale boosting 1. Information One of the important objectives of communication is passing or receiving information about a particular fact. If large groups have to be informed, a meeting may be called. 2. Advice Advice is a kind of information. It means opinion given as to the action to be taken. Advice should be related to a specific piece of work. 3.0rder Order is an authoritative communication. It should be clear and complete. Its execution should be possible. 4. Suggestion Suggestion means proposing something for acceptance or rejection. Subordinates normally give suggestion.

5. Persuasion Promoting a person to act mostly in a positive way is known as persuasion. Persuasion is an important objective of communication. 6. Education Education involves imparting instruction, character, building, enriching mental faculties, giving training to human being etc. it aims the knowledge and improving skills. 7. Warning Warning is forceful means of communication. It gives oral or written. Example; no smoking, beware of dogs, dangers. 8. Motivation Interest ion job in the minds of employees is known as motivation. A motivated worker does not need much supervision. 9. Counseling Counseling is objective and impersonal, whereas advice is a personal touch. Counseling is almost professional, whereas advice is not so. 10. Morale boosting It refers to team spirit and co-operation of people for a common purpose. If the workers are highly motivated, morale is also said to be high. Forms of communication we can examine the communication process by dividing it into different forms of exchanging messages. • Verbal 20 • Non verbal Verbal All the messages said or written in words make part of the verbal communication. This way, all that appears as text in books, magazines and newspapers is part of verbal communication. One can guess the size of an industry in the area of mass communication based on verbal communication. Likewise, all the words heard on radio, television, telephone or any other public address system are also part of verbal communication. Again, the industry and technology based on verbal communication is enormous in size and value as well. One amazing part of the verbal communication is the availability of events of significance in history. Little is understood about the


past from the available artifacts but a great deal of human civilization, growth and conflict is available in the form of verbal communication. The spread of religions and sharing of most scientific work is also due to the verbal communication over the centuries which recorded facts, sentiments and event of common human interest. It is on the basis of verbal communication that the world has seen great poets, writers, playwrights, historian and newsmen. This also proves at what great scale the verbal communication has created job opportunities. In modern days, people having verbal communication skills are in high demand, especially with the fast expanding media all across the globe. Non verbal Senses Part of human communication involving other than written or spoken words is referred to as non verbal communication. It involves human senses – sight, taste, touch, hearing and smelling. As a matter of fact about 90 per cent communication among human beings takes place through their senses and the rest by the use of words as languages. Symbols, signs Emblems, gestures, symbols and signs make more vivid and strong communication as compared to words which are often difficult to decipher. For instance making a victory sign by politicians, army generals, sportspersons and leaders in general at the time of defeating enemy is easily understood even by the illiterate. If the same feeling is expressed in words, many may not come even close to understanding what it is. The traffic signals, red-cross mark and the symbol of dove are but few illustrations to make people around understand what a message stands far. Combination For practical purposes, however, the use of verbal and non verbal makes a very strong piece of communication. One may see a match on TV but an enthusiast commentator may relish the joy if your favorite team is winning the game. Similarly, feature films, documentaries and dramas on mini screen stand for more effective pieces of communication than if only one for of communication is brought into use. Even the newspapers and magazines, which are more to bank on verbal communication, carry so much of non verbal communication in the form of images, graphics and maps. The research journals also exploit the verbal-non verbal

combination to share and advance the cause of scientific developments. In fact it has become rather impossible to find a newspaper and magazine, even books, which do not use non verbal communication to explain various aspects of daily life.

Different Communication Models

Let's have a look at some of the famous and frequently used communication models used nowadays.

Shannon's Model:

One of the earliest models of communication that introduced was Claude Shannon's model. This was introduced in 1948.

This laid the foundation for the different communication models that we have today, and has greatly helped and enhanced the communication process in various fields. This model can be considered as the granddaddy of many later communication models.

Following is a simple illustration of this model.

The diagram above clearly illustrates how communication takes place, and also helps one to determine what could go wrong.

In Shannon's model, the information source typically refers to a person, who then sends a message with the use of a transmitter.

This transmitter could be any instrument today, from phones to computers and other devices. The signals that are sent and received can be vary depending on the method of communication.

The box at the bottom called NOISE refers to any signals that may interfere with the message being carried. This again would depend on the method of communication.

The receiver is the instrument or the person on the other side that receives the. This model is the simplest models


to understand the workings of the communication process.

Berlo's Model:

Another famous communication model is Berlo's model. In this model, he stresses on the relationship between the person sending the message and the receiver.

According to this model, for the message to be properly encoded and decoded, the communication skills of both the source and the receiver should be at best. The communication will be at its best only if the two points are skilled.

Berlo's model has four main components and each component has its own sub components describing the assisting factors for each.

Following is the illustration of this model.

Schramm's Model:

Schramm on the other hand, emphasized in 1954 that both the sender and the receiver take turns playing the role of the encoder and the decoder when it comes to communication.

The following diagram illustrates the model proposed by Schramm.

These models have been followed by various other models such as the 'Helical' model, Aristotle's models and several other models.

You should always keep in mind that each of these models has both their advantages and disadvantages. While some communication models try to break down the whole process in order to make it easier to understand, they are not always as simple as they seem.

There are several complexities involved in communications models. This is one thing that needs to be carefully understood in the process of understanding how these models work.

The Communication Process

Sender: The sender is the person who

transmits a message. He is the communicator and is one who gets the entire process of communication started. He wants to get his opinions, ideas, facts, thoughts or information to the receiver.

Message: A message is the actual information that has to be conveyed. Communication is unthinkable without a message. Message can broadly divided into verbal and non-verbal. The message must be clear, complete, unambiguous and courteous.

Encoding: The process of converting thoughts into suitable words, charts, symbols or any other forms in which they can be understood by the receiver is called encoding.

Channel: The communication is achieved through a channel. This channel can be vocal,


letter, email, fax, telephone or memos, reports, bulletins, posters and manuals.

Receiver: The person who receives the message, decodes it and understand it or attaches some meaning to it is receiver.

Decoding: The process of understanding the message of the sender by receiver in any channels.

Feedback: The return of communication from the receiver to the sender is known as feedback.

Principles of effective communication

1. Principle of clarity: the beginning of all

communication is some message. The message must be

as clear as possible. No ambiguity should creep into it.

The message can be conveyed properly only if it has

been clearly formulated in the mind of the

communicator.

2. Principle of objective: the communicator must

know clearly the purpose of communication before

actually transmitting the message. The objective may be

to obtain information, give information, initiate action,

and change another person’s attitude and so on. If the

purpose of communication is clear it will help in the

choice of mode of communication.

3. Principle of understanding the receiver:

understanding is the main aim of any communication.

The communication must crate proper understanding in

the mind of the receiver. Thus according to Killian,

“communication with an awareness of the total physical

and human setting in which the information will be

received. Picture the place of work; determine the

receptivity and understanding levels of the receivers; be

aware of social climate and customs; question the

information’s timeliness. Ask what, when and in what

manner you would like to be communicated with if you

were in the similar environment and position.

4. Principle of consistency: the message to be

communicated should be consistent with plans, policies,

programs and goals of the enterprise. The message

should not be conflicting with previous communications.

It should not crate confusion and chaos in the

organization.

5. Principle of completeness: the message to be

communicated must be adequate and complete,

otherwise it will be misunderstood by the receiver.

Inadequate communication delayed action, poor public

relations affects the efficiency of the parties to

communication.

6. Principle of feedback: this principle calls for

communication a two-way process and providing

opportunity for suggestion and criticism. Since the

receiver is to accept and carry out the instructions, his

reactions must be known to the sender of message. The

latter must consider the suggestion and criticism of the

receiver of information. But feedback principle is often

given a back seat by most managers, which defeats the

very purpose of communication.


7. Principle of time: information should be

communicated at the right time. The communicator must

consider the timing of communication so that the desired

response is created in the minds of the receivers.

7 main Principles of Good Communication

The American Professors Frank Groves and Richard Vilstrup give the seven C's of communication.

1. Credibility:

Communication starts with a climate of belief. This is built by performance on the part of the source. The receiver must have confidence in the sender. He must have a high regard for the source's competence on the subject.

2. Context:

A communication programme must square with the realities of its environment. The context must provide for participation and play back. The context must confirm not contradict the message.

3. Content:

The message must have meaning for the receiver and it must be compatible with his value system. It must have relevance to him. In general, people select those items of information which promise them generates rewards.

4. Clarity:

The message must be put in simple terms. Words must mean the same thing to the receiver as they do to the sender. The farther a message has to travel, the simple it must be. An institution must speak with one voice, not many voices.

5. Continuity and Consistency:

Communication is an unending process. It requires repetition to achieve penetration. The story must be consistent.

6. Channels.

Established channels of communication should be used channels which the receiver uses and respects. Creating

new ones is difficult. Different channels have different effects and serve in different stages of the diffusion process.

7. Capability of Audience:

Communication must take into account the capability of the audience. Communications are most effective when they require the least effort on the part of the recipient.

Documents

Business Communication Lecture Notes Unit I