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Chapter 1:What Is Communication,

and Why Should I Care About Doing It Well?

Just off the tops of our heads, most of us think of communication as simply

talking. Yes, it is that, but it is also much more than that. Communication involves

writing. It also involves knowing what one wants to say and how to say it before

speaking or writing. In other words, it involves planning. Knowing how the

communication process works helps a person understand the importance of thinking

and planning, as well as the importance of effective communication.

Rule of Thumb: Remember that communication is a PROCESS, not the end result. Writing is NOT the finished written piece of information. Writing is how you get from the idea to the finished product.

DefInITIon

Communication is the process by which information, ideas, opinions, etc., are

exchanged between two or more people, with the goal of mutual comprehension.

Communication is either written or spoken. (Nonverbal communication, which is an

integral component of spoken/verbal communication, is addressed in Chapter 4.)

Communication requires someone to give (i.e., “send”) the message and

someone to receive and understand the message. The goal is for both the sender and

receiver of the message to have the same understanding of the information.

Effective communication is the goal. Ineffective communication wastes

everyone’s time and energy. Effective communication delivers information in a

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Communication Basics

clear and concise manner (meaning short, simple and to the point) and is clearly

understood by the person(s) receiving the information, whether the person is hearing

the message or reading it. The person should understand the message clearly the first

time he or she hears it or reads it.

Rule of Thumb: Your ability to communicate effectively will build a positive image of you and your company.

WhAT ARe The BenefITS of CommunICATIng Well?

The benefits are many. Grasping the importance of these benefits provides an

excellent motive for paying close attention to how you communicate and for making

the effort to continually work on improving your skills.

● Your personal image will be positive.

● Your company image will be positive.

● Customers will understand clearly what products or services you are providing

and for how much; good communication minimizes confusion

and misunderstanding.

● Employees will know exactly what you want, what you need from them, what

exactly they are to do, what you expect, etc.

● If you have a boss (or bosses), he or she will know exactly what you are saying,

what you may need, what you would like him/her to do, etc.

● If your position involves possibility for advancements, your odds for getting

those advancements improve significantly.

● Your values and those of your company will be expressed clearly, adding to the

positive image of your company.

● Negotiations with suppliers, business associates and employees will be clear,

thus minimizing misunderstandings, miscommunications, hurt feelings, anger,

etc. Each person will clearly understand the other’s position, what may or may

not be possible, what still needs to be discussed and settled, etc.

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● Good communications skills automatically lead people to think you are an

expert in your field. The opposite, unfortunately and sadly, is quite often true

of poor communication skills: People will mistake poor communication skills

for ignorance.

This last benefit often escapes the attention of many business people, as well

as those in every other profession. Unfortunately, most people will notice poor

communication skills in others but forget to take note of their own. Make sure you

are one of those who does pay attention to any need you may have for improvement

in communicating – and then be sure to do something about it.

Rule of Thumb: Poor communication skills will, unfortunately and unfairly, be mistaken for ignorance. No one ever said that life is fair.

WRITTen vS. veRBAl CommunICATIon

Your business activities will continually involve both written and verbal

(spoken) communication. Both are important. Both are reflections of you and your

business. Learning to do both effectively will provide you a clear advantage over

those people who do not.

Written communication is information that is written in a letter, in a memo,

on the Internet, in e-mails, in marketing/advertising materials, etc. In other words,

something that the person getting the message (the “receiver”) must read.

● Advantages

♦ Written communication provides a permanent record. Having a paper trail

is always wise for important information that must be remembered or is

needed for your records or for legal reasons.

♦ Written information provides the receiver the ability to read the message at

his/her convenience.

♦ Written information can be read as quickly or as slowly as needed for the

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Communication Basics

reader to absorb the information.

♦ Written information can be reread as often as needed or desired to aid or to

refresh one’s memory.

● Disadvantages

♦ Written communication lacks those all-important nonverbal signals (eye

contact, facial expression, tone of voice, etc.) that enhance or create

meaning. (Nonverbal communication is discussed further in Chapter 4.)

♦ The gap in time from when the message is written to when the message is

read can be significant.

♦ Sending a written message provides no guarantee as to whether the

intended person received the message or when he/she might read it.

♦ A written message lacks the opportunity for the person receiving it to

provide immediate feedback.

♦ The writer of the message is usually unavailable to answer questions or to

clarify any of the information.

♦ Written communications may need storage space if they are in hard copy.

Even e-mails may need to be printed out and filed for the company’s

records.

Verbal communication (also commonly referred to as “oral” communication) is

an exchange of information done through speaking. It can be a casual conversation

with family or friends or an exchange of work-related information on the job or at a

meeting – i.e., any verbal exchange no matter with whom or in what circumstances.

Spoken communication is usually less formal than is written communication –

unless, of course, you are giving a formal presentation to a group at a conference,

meeting, etc.

● Advantages

♦ Verbal communication is immediate. The listener receives the message in

the same time stream in which it is sent.

♦ Verbal messages provide the opportunity for instant feedback from

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the listener.

♦ Nonverbal cues are present to enhance and clarify meaning.

♦ The listener has the ability to ask questions to clarify the message or

request additional information.

♦ Because of the personal contact, verbal communication is far more

conducive to building relationships than is written communication.

● Disadvantages

♦ Verbal messages leave no permanent record or paper trail. If a record is

needed, the parties involved in the conversation must make a written note

of the details (topic, place, time, those involved, result, etc.).

♦ The listener loses the ability to absorb the message at his/her own pace.

♦ A verbal message cannot be reviewed or reread to refresh one’s memory.

♦ The memory of a verbal conversation may be recalled differently by the

people involved, sometimes creating confusion, misunderstanding, and

even frustration or anger.

Each situation must be evaluated for the best way to deliver a message.

Judgment calls such as this will always be part of your daily experience as a

manager or business owner. While a great deal of everyday communication in the

workplace will be spoken, you will be faced with those situations in which you must

decide if the information must be delivered in writing, and if so, what form that

writing should take (letter, e-mail, memo, etc.)

The CommunICATIon PRoCeSS

Communication is a two-way process requiring both a sender (i.e., the person

giving the information) and a receiver (i.e., the reader or the listener). Without a

listener, you might as well talk to a post. Without a reader, you might as well send

the written information or talk to that same inanimate post. The process becomes a

circular, back-and-forth process as soon as the listener (or reader) responds with any