Business Communication: Lesson 4

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Lesson 4: Classification and Methods of CommunicationMBA 1305: Business Communication1Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Overview to Classification and Methods of Communication:Oral, Non-Verbal, Written, Digital, Audio-Visual, Visual, Silent, Face-to-face, Grapevine, Consensus, Downward, Upward, Vertical, Horizontal, Formal, Informal,2Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

2Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University3The 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.

Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University4

Oral/Verbal CommunicationIt 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.Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University5

Advantages of Oral Communication Immediate feedbackTime savingEconomicalSecrecy Personal touchFlexibilityGroup communication6Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Advantages of Oral Communication Immediate feedback the biggest advantage of oral communication is that it provides immediate feedback to both the sender and the receiver.Time saving oral communication is very fast. It saves the time involved in writing the message.Economical oral communication save the money spent on stationery in any organization.Secrecy oral message can be more easily kept confidential than written messages.Personal touch oral communication builds healthy climate in the organization by bringing superiors and subordinates together.Flexibility oral communication provides an opportunity to the speaker to correct himself and make himself clear by changing his voice, pitch, tone, etc.Group communication oral communication is extremely useful for communicating with groups in meetings, conferences, etc.7Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Limitations of Oral CommunicationPoor 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.No record oral communication provides no record for future reference.Time consuming oral communication may not always be time saving.Misunderstanding oral communication is likely to be misunderstood due to poor vocal expression and noise.Lengthy messages It is not suitable for lengthy messages.Lack of responsibility oral message are not recorded .therefore, it becomes difficult to hold persons responsible for mistakes, inaccuracy. 8Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Make Oral Communication EffectiveClarityBrevity Right wordsUnderstand the listenerNatural voiceLogical sequence 9Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University


Non-Verbal CommunicationDefinitionOral 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, orIntended as a message by the sender, orInterpreted by the receiver as intended.

CharacteristicsNonverbal Communication ExistsYou can interpret others feelingsNo formal training needed to do thisNonverbal Behavior Has Communicative ValueYou cannot not communicate (think about this)We arent always aware of what we are communicating nonverballyNot everyone can interpret nonverbal cluesNonverbal communication assists with:Identity managementthe Presenting SelfHow we want others to view usDefining relationshipsConveying emotions Difficult to convey ideas nonverballyMs. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University11

Components of Non-Verbal CommunicationNonverbal comm. is ambiguousDifficult to interpret accuratelySome emotions are easier to decode accurately than othersSADFISH & LSadnessAngerDisgustFearInterestSurpriseHappinessLoveBetter senders of nonverbal messages are better receiversDecoding ability can be learnedExtroverts better than dogmaticWomen better than menNo one has 100% accuracyConsiderations when decoding NVCContext (situation)History of relationship with senderOthers mood at the timeYour feelingsNV messages are CLUES not factNonverbal comm. is culture boundMs. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University12

Verbal Communication vs. Nonverbal CommunicationNonverbal communication operates on multiple channelsNonverbal communication is continuous and never endingNonverbal communication can be unconscious13Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

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.14Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Functions of Nonverbal CommunicationRepeatingEmblems: deliberate nonverbal behaviors that have precise meanings known to everyone within a culture group. Wave or NodSubstitutingEmblems can replace a verbal messageComplementingNonverbal behavior matches verbal message-Sincere apologyTone of voice and appropriate facial expressionIllustratorsScratching head when trying to think of somethingAccentingPointing your finger at someone when making a pointRegulatingTaking turns speaking has a pattern that we understand when it is our turn to talk, e.g. pauses, tone of voice ContradictingMixed messagesNonverbal message is believed more than verbal messageDeceivingNot all deception is self-serving or malicious Face savingHigh self-monitors are usually better at deceptionPeople whose jobs require them to act differently than they feel are better at it: actors, lawyers, diplomats, salespeople.15Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Types of Nonverbal CommunicationPostureKinesics: the study of body movements, gesture and posture.Mirroring posture makes good impressionPosture reveals ones vulnerability to violenceGesturesFundamental behavior that even people blind from birth use gesturesManipulators: Movements in which one part of the body touches another body partUsing manipulators is often a sign of discomfort but not alwaysAlso used when one is relaxed and lets guard downFaceVery complicated to discern facial expressionsHigh number of facial expressionsFacial expressions change quicklyAffect blends: showing two emotions simultaneouslyFearful and surprisedDisgusted and angryEyesEye ContactThe Window to the SoulCultural differencesToucha.k.a. HapticsBabies died from lack of touching Disease called Marasmus means wasting awayTouch increases a childs mental functioning and physical health


Types of Nonverbal Communication, cont.VoiceParalanguage: nonverbal vocal messages that reinforce or contradict our wordsToneSpeedPitchVolumePauses: Number and lengthDisfluencies (stammering, fillers Like)SarcasmClothingConveys economic status, education level, social status moral standards, athletic ability and/or interests, belief system, level of sophisticationWe make assumptions about people based on clothing choicesFlying on airplanes and courtesy of airline personnelInterviewsDatesDistanceProxemics: the study of the way people and animals use spaceIntimate distance: Skin to 18 inchesPersonal distance: 18 inches to four feetSocial distance: 4 feet to 12 feetPublic distance: 12 feet to 25 feet17Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Types of Nonverbal Communication, cont.Physical AttractivenessPeople prefer others who they find attractiveBeauty is in the eye of the beholderThree year olds already have opinionsWhat can we do to be perceived as more attractive?PostureGesturesFacial expressionsPhysical fitnessChoice of clothingTimeChronemics (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 rulesPolychronicMonochronicGeographic or Situational rulesTerritorialityFixed Space (room, house, neighborhood, country)Not all territory is permanent library, computer labPower and status relationshipsKnocking before enteringMore and/or better space is expected for higher status personnel18Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Types of Nonverbal Communication, cont.EnvironmentalReflects InteractionResearch: Photos of upper-middle-class homesCommunicated accurate information about the homeowners: intellectualism, politeness, maturity, optimism, tenseness, willingness to risk, family orientations, and reservednessHome exteriors: Artistic interests, graciousness, privacy and quietnessShapes InteractionResearch: Workers feel better and are more productive in attractive environmentBuilding design shapes communication Cubicles, Open Space, OfficesUse of space tells much about a personWant privacyOpen to others


Written CommunicationWritten 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.20Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Advantages of Written Communication 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.Precision and accuracy written messages are prepared with due thought and care.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.Repetition written messages can be read again and again.Lengthy message written communication is very suitable for transmitting lengthy messages.Convenience the personal presence of neither the sender nor the receiver of message at a certain place at the same time is necessary.21Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Limitations of Written Communication Time consuming In addition to the time involved in sending written messages, time has to be spent in putting the message in writing.Costly Written communication is very costly than oral communication.Lack of secrecy It is difficult to keep written messages completely secret.Rigidity written communication lacks flexibility. On the spot clarifications and adjustments cannot be made.Impersonal Written communication tend to be formal and there is lack of personal touch.Delayed feedback Immediate feedback is not possible in case of written communication.22Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Digital CommunicationThe 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.


What are some examples?Some examples of digital communication are:E-mailing ComputersTexting Cell PhonesFaxTeleconferencingVideo conferencing


24Digital Communication is a modern way of passing information

EmailElectronic mail is often abbreviated to: e-mail Email is a store-and-forward method of writing, sending, receiving and saving messages through computers


Texting/SMSThe 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.


Advantages of Messages/SMSUnlike a phone call, an SMS message is automatically stored where it can be re-readIts cheap, SMS leads to smaller phone bills, an SMS is far cheaper than a phone callReliableSimpleNon voiceSMS connects many people around the world through text messaging social networkingIt can retain privacy


FAXA fax is a document sent over a telephone line.Fax machines were a very common way to send documents from one location to another.


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.


TeleconferencingA teleconferencing is a telephone meeting among two or more participants involving technology more sophisticated than a simple two-way phone connection


Advantages and Disadvantages of TeleconferencingAdvantagesIt 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.

disadvantagesIt is unreliable as the 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 strong that they can kill small birds.31Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Audio-Visual CommunicationCommunication that makes use of telecasts, short-films or the cinema screen and video tapes is a very powerful medium of communication.It is a combination of sight and sound.It can also use written form of communication with sound effects.This is most suitable for mass communication, e.g.:Mass publicity or public awarenessMass education, etc.Corporate/business concerns utilize this mode of communication to inform the potential customers about their offerings.This is also used within and outside the organization.Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University32

Visual CommunicationCommunication 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.


Silent CommunicationAllowing 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.Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University34

Face-to-Face CommunicationThis 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 CommunicationMs. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University35

Grapevine CommunicationGrapevine 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.Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University36

Types of Grapevine CommunicationMs. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University37

Consensus CommunicationConsensusmeans 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.Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University38

DIRECTION/FLOW OF COMMUNICATION


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 40Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Downward/Vertical Communication meritsMission and Goals Plans and Policies Duty and Authority Job satisfactiondemeritsDistortion Incomplete information. Time consuming Filtration of Information Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University41

Upward/Vertical CommunicationIt 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


Upward/Vertical CommunicationmeritsFeedback Creative ideas Better relations Overcomes resistance to change Increased motivation

DemeritsFears and Apprehensions. Filtration Time consuming Inattention by superiors Low MoraleMs. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University43

Differentiation between Downward and Upward CommunicationTopicDownward CommunicationUpward CommunicationDefinitionWhen information flows from top to bottom of the organization then it is called Downward CommunicationWhen lower level employees send information to executives then it can be termed as Upward CommunicationObjectivesProviding information and instructions to the subordinatesProviding feedback to the superiors in the organizationFeaturesIts a common form of communication and routine activityThis is not occurred on a routine basisAttitudeA formal or natural attitude is enoughMore positive and formal attitude is necessaryDistortionDistortion can take place unconsciouslyInformation may be distorted deliberately


Horizontal CommunicationIt 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 45Ms. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University

Differentiation between Horizontal and Vertical CommunicationTopicHorizontal CommunicationVertical CommunicationDefinitionInformation is exchanged between the same ranks of the organizationInformation is exchanged between the superiors and the sub-ordinates of the organizationDegree of FormalityCan be both formal and informalMostly formal than horizontal communicationMediaDepends mostly on oral mediaMaybe both oral and written, basically choosing more of the written mediaCoordinationCoordination between the employees of the different departments is increased through Horizontal CommunicationHelps enhance coordination between superiors and subordinatesSecrecyMaintaining secrecy is quite difficultSecrecy can be maintained easilyTimeAs both formal and informal media are used, information can flow faster than vertical communicationAs it follows the formal media, more time is necessary to reciprocate the message


Extra Learning: Diagonal CommunicationDiagonal 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 othersMs. Adiba Anis, Lecturer, (Marketing), School of Business, Bangladesh Open University47

Differentiation between Formal and Informal CommunicationTopicFormal CommunicationInformal CommunicationDefinitionWhen communication takes place through the formal official channels.Any communication by-passing the formal channels can be informal communicationFlexibility Formal communication is not flexibleIt is flexibleDegree of ControlTotally controlled by the managementCan not be controlled like formal communicationEvidenceHas documentary evidenceNo documentary evidenceDisciplineOfficial discipline is strictly maintainedOfficial decorum and disciples is not always followedFlow of informationInformation can flow only upward and downwardInformation floes freely in all directions


Differentiation between Formal and Informal CommunicationTopicFormal CommunicationInformal CommunicationSecrecy Secrecy can be maintainedMaintaining secrecy can be quite difficultRumor No such scope of rumor creationDue to its flexible nature, rumor can easily be createdDistortionGenerally information is not distortedAs official decorum is not maintained, information can be distortedMisunderstandingAlmost no chance of misunderstandingDue to lack of control misunderstandings can easily occurCost This is pretty expensiveLess expensiveMistakesAs official decorum is maintained, chance of mistakes is very lowAs strict rules are not followed, rate of mistake occurrence is highTime/SpeedTakes much time/speed is slowLess time consuming/Information channels are very fast



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Business Communication: Lesson 4