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2 BUSINESS COMMUNICATION

BUSINESSCOMMUNICATION

(As per the Revised Syllabus 2014-15 of Mumbai University forF.Y. BMS, Semester I)

Urmila RaiFormer Principal

Narsee Monjee College,Vile Parle, Mumbai.

andFormer Director

Pillais’ Institute of Management Studies,New Panvel, Mumbai.

S.M. RaiFormer Principal

PD Hinduja College,Charni Road,

Mumbai.

MUMBAI NEW DELHI NAGPUR BENGALURU HYDERABAD CHENNAI PUNE LUCKNOW AHMEDABAD ERNAKULAM BHUBANESWAR INDORE KOLKATA GUWAHATI

PROCESS OF COMMUNICATION 3

© AuthorsNo part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or byany means, electronic, mechanical, photocopying, recording and/or otherwise without the prior writtenpermission of the publishers.

First Edition : 2008Second Edition : 2009Third Edition : 2011Fourth Edition : 2012Fifth Edition : 2013Sixth Edition : 2014(as per revised syllabus)

Published by : Mrs. Meena Pandey for Himalaya Publishing House Pvt. Ltd.,“Ramdoot”, Dr. Bhalerao Marg, Girgaon, Mumbai - 400 004.Phone: 022-23860170/23863863, Fax: 022-23877178E-mail: [email protected]; Website: www.himpub.com

Branch Offices :New Delhi : “Pooja Apartments”, 4-B, Murari Lal Street, Ansari Road, Darya Ganj,

New Delhi - 110 002. Phone: 011-23270392, 23278631; Fax: 011-23256286

Nagpur : Kundanlal Chandak Industrial Estate, Ghat Road, Nagpur - 440 018.Phone: 0712-2738731, 3296733; Telefax: 0712-2721216

Bengaluru : No. 16/1 (Old 12/1), 1st Floor, Next to Hotel Highlands, Madhava Nagar,Race Course Road, Bengaluru - 560 001.Phone: 080-22286611, 22385461, 4113 8821, 22281541

Hyderabad : No. 3-4-184, Lingampally, Besides Raghavendra Swamy Matham, Kachiguda,Hyderabad - 500 027. Phone: 040-27560041, 27550139

Chennai : 8/2 Madley 2nd street, T. Nagar, Chennai - 600 017. Mobile: 09320490962

Pune : First Floor, "Laksha" Apartment, No. 527, Mehunpura, Shaniwarpeth(Near Prabhat Theatre), Pune - 411 030. Phone: 020-24496323/24496333;Mobile: 09370579333

Lucknow : House No 731, Shekhupura Colony, Near B.D. Convent School, Aliganj,Lucknow - 226 022. Phone: 0522-4012353; Mobile: 09307501549

Ahmedabad : 114, “SHAIL”, 1st Floor, Opp. Madhu Sudan House, C.G. Road, Navrang Pura,Ahmedabad - 380 009. Phone: 079-26560126; Mobile: 09377088847

Ernakulam : 39/176 (New No: 60/251) 1st Floor, Karikkamuri Road, Ernakulam,Kochi – 682011. Phone: 0484-2378012, 2378016 Mobile: 09387122121

Bhubaneswar : 5 Station Square, Bhubaneswar - 751 001 (Odisha).Phone: 0674-2532129, Mobile: 09338746007

Indore : Kesardeep Avenue Extension, 73, Narayan Bagh, Flat No. 302, IIIrd Floor,Near Humpty Dumpty School, Indore - 452 007 (M.P.). Mobile: 09303399304

Kolkata : 108/4, Beliaghata Main Road, Near ID Hospital, Opp. SBI Bank,Kolkata - 700 010, Phone: 033-32449649, Mobile: 7439040301

Guwahati : House No. 15, Behind Pragjyotish College, Near Sharma Printing Press,P.O. Bharalumukh, Guwahati - 781009, (Assam).Mobile: 09883055590, 08486355289, 7439040301

DTP by : Priyanka MahadikPrinted at : Geetanjali Press Pvt. Ltd., Nagpur. On behalf of HPH.


PREFACE

Most jobs today require proficiency in communication skills. As business expands,international markets and collaborations develop, and competition gets tougher, thedemands on communication ability in the workplace are increasing. With the ‘workplace’becoming globalised, awareness of multicultural sensitivity and etiquette forms a part ofcommunication skills. In fact, ‘skills of communication’ is itself a field expanding rapidly.

Achieving proficiency in communication is a lifelong process. And, an individual’s owndesire and conscious effort are absolutely necessary for acquiring expertise. The basicprinciples can be learnt, but internalising them and making them a part of one’s behaviourtakes time. The principles presented in this book and learnt during this course will provide asolid foundation for further growth of capability.

This book covers the revised course of 2014-15 for F.Y. BMS Semester I of University ofMumbai. The material is the product of extensive classroom and training experience.

We acknowledge feedback and contributions from students, teachers, and managers incompanies. We thank Mr. K.N. Pandey and the staff of Himalaya Publishing House Pvt. Ltd.who have been supportive and patient while this manuscript was being prepared.

Feedback from students, teachers and other users of this book is welcome and will beincorporated in subsequent editions.

Authors


SYLLABUS

Business Communication[50 lectures: 3 Credit]

The objectives of the course are: To provide students with equal opportunity to speak and write. To balance the delivery of oral and written components of communication skills. To groom the potential managers with the basic qualities, skill set, traits required by a good

leader.

UNIT TOPIC NO. OFLECTURES

Unit 1 Fundamentals of Communication Concept – meaning, definition, process. Importance of corporate communication. Modern methods of communication – web context, blogs

writing, video and teleconferencing. Formal channels of communication along with objectives –

vertical, horizontal and consensus. Informal channels – Grapevines. Barriers to communication – physical/environmental,

language/semantic, socio-psychological, organizational,cross-cultural and overcoming the barriers with case studies.

(15)

Unit 2 Written Communication Need and essentials of business correspondence,

communication and e-mail etiquettes. Parts and layouts of business letters. Methods of written communication:

(a) Letters and E-mails – Statement of Purpose (SOP), Jobapplication with CV, sales letter, credit sales inquiry letters,collection letters, Complaint Letter, Order Letter, ConsumerGrievance Letter, RTI Letter.

Drafting of notice, agenda and resolutions. Report writing – individual and committee reports to be

tested on feasibility and investigative reports.

(10)

Unit 3 Oral Communication (10)


Types of oral communication – meetings, group discussions,interviews, presentations.

Understanding the audience. Use of paralanguage – voice, volume, tone, pitch, speed,

pause, accent and stress.

Unit 4 Non-verbal Communication and Business Etiquettes Non-verbal communication – body language – postures,

gestures, facial expression, eye contact, space and proxemies,dress and grooming and silence, sign and symbols.

Visual and powerpoint presentation – colours, charts, graphsand maps, images.

Business etiquettes – phone etiquettes, handshake etiquettes,cubical etiquettes, Office Etiquette, Business Meal Etiquette,Business Card Etiquettes.

Listening skills – meaning and process of listening, barriersto listening, enhancing effective listening skills.

(15)


Question Paper Pattern

F.Y. BMSMarks: 75 Duration: 2½ HoursN.B: 1. All questions are compulsory

2. Figures to the right indicate full marks

Q.1 Answer the following (Any Two)(On Module No. I)(a)(b)(c)

15 Marks

Q.2 Answer the following (Any Two)(On Module No. II)

(a)

(b)

(c)

15 Marks

Q.3 Answer the following (Any Two)(On Module No. III)(a)(b)(c)

15 Marks

Q.4 Answer the following (Any Two)(On Module No. IV)(a)(b)(c)

15 Marks

Q.5 Objective type questions(On Module No. I, II, III and IV)

15 Marks


CONTENTS

UNIT 1: FUNDAMENTALS OF COMMUNICATION

Chapter 1 Concept of Communication 1 – 10Elements of Communication — Process of Communication —Characteristics of Communication — Basic Forms of Communication

Chapter 2 Importance of Corporate Communication 11 – 23Elements of Corporate Communication — Internal OrganisationalCommunication — Communication with External Audiences — Use ofMass Media for Corporate Communication — Crisis Communication

Chapter 3 Modern Methods of Communication 24 – 33Websites — Blogs — Teleconferencing — Advantages of ModernCommunication Technology — Shortcomings of Modern CommunicationTechnology — Harmonising Use of Multiple Communication Tools

Chapter 4 Formal Channels of Communication 34 – 43External Communication — Internal Communication

Chapter 5 Objectives of Communication 44 – 53Objectives of Downward Communication — Objectives of Communicationto Authority — Objectives of Communication among Equals

Chapter 6 Barriers to Communication 54 – 69Physical Barriers — Semantic and Language Barriers — Socio-psychologicalBarriers — Organisational Barriers — Cross-cultural Barriers —Overcoming Barriers — Improving Cross-cultural Communication

UNIT 2: WRITTEN COMMUNICATION

Chapter 7 Essentials of Business Correspondence 70 – 85Seven Cs of Effective Communication — Taking the Reader’s Point ofView — Planning and Composing a Letter

Chapter 8 Methods of Written Communication 86 – 99Writing E-mail Messages — Writing a Statement of Purpose — Writinga Press Release — Writing Memos


Chapter 9 Parts and Layouts of Business Letters 100 – 112Appearance of a Business Letter — Printed Stationery — Parts of aLetter — Forms of Layout

Chapter 10 Job Application and CV 113 – 127Job Application Letter and Resume — Preparing the Resume — CoveringLetter — Letter Accepting Job Offer

Chapter 11 Enquiries and Orders 128 – 143Enquiries — Asking for Quotations — Giving Quotation — BargainingLetters — Getting Back Lost Customers — Orders — Replies toOrders — Changes in Orders

Chapter 12 Sales and Promotion 144 – 157Structure of a Sales Letter — Specimen Letters

Chapter 13 Status Inquiries, Credit and Collection 158 – 173Status Inquiries — Informing the Customer — Collection Letters —Collection Series

Chapter 14 Complaints, Claims and Adjustments 174 – 189Letters of Complaint — Letters of Adjustment

Chapter 15 Letters Related to Consumer Grievance and Right to Information Act 190 – 205Consumer Protection — Getting Action on a Complaint — Right toInformation Act (2005)

Chapter 16 Meetings: Notice, Agenda and Resolutions 206 – 217Notice of Meeting — Agenda — Minutes

Chapter 17 Reports 218 – 237Types of Reports — Individual and Committee Reports — Parts of aReport — Structure of a Report — Specimen Reports

UNIT 3: ORAL COMMUNICATION

Chapter 18 Meetings and Group Discussions 238 – 248Making Preparations for a Meeting — Conduct of a Meeting — GroupDiscussion

Chapter 19 Interviews 249 – 267Selection Interview — Structure of an Interview — Candidate’sPreparation — Interviewers’ Preparation — Types of Interview


Chapter 20 Presentations 268 – 280Elements of a Presentation — The Environment — Preparing the Text —Making a Powerpoint Presentation — Delivering the Presentation —Handling Questions from the Audience

Chapter 21 Understanding the Audience 281 – 288Presentation Audience — Types of Audience

UNIT 4: NON-VERBAL COMMUNICATION AND BUSINESS ETIQUETTES

Chapter 22 Non-verbal Communication — Body Language 289 – 299Body Language — Paralanguage — Graphics

Chapter 23 Business Etiquette and Manners 300 – 313Business and Social Etiquette — Office Etiquette — TelephoneEtiquette — Business Lunch Etiquette — Adapting to Other Cultures

Chapter 24 Listening Skills 314 – 322Process of Listening — Barriers to Listening — Enhancing EffectiveListening Skills

Chapter 25 Case Studies 323 – 340


UNIT 1: FUNDAMENTALS OF COMMUNICATION

Chapter 1

PROCESS OF COMMUNICATION

Communication is a process; its elements are interdependent, and a change in any one elementleads to difference in the result. Communication can become more effective or less effective even ifthere is a change of venue or timing.

ELEMENTS OF COMMUNICATION

In order to analyse the activity of communication, we must know the process and the elementsinvolved in the process of communication.

There are seven elements or factors which make up the process of communication:1. Source/Sender, is the one who initiates the action of communicating.2. Audience/Receiver is the person(s) for whom the communication is intended.3. Goal/Purpose is the sender’s reason for communicating, the desired result of the

communication.4. Context/Environment is the background and situation in which the communication takes

place.5. Message/Content is the information conveyed.6. Medium/Channel is the means and/or method used for conveying the message.7. Feedback is the receiver’s response to the communication as observed by the sender.

Each of these is complex; any analysis of communication has to take into account the variouspossibilities of each of these.

PROCESS OF COMMUNICATION

The process of communication involves decisions and activities by the two persons involved, thesender and the receiver.


The sender begins the process of communication. The sender has to be clear about the purpose(or goal or objective) of the communication and about the target audience (or receiver) of thecommunication; that is, the sender decides why and to whom to send a message. Conscious orintended communication has a purpose. We communicate because we want to make someone dosomething or think or feel in a certain way, that is, to influence the person.

The source has to decide what information to convey, and create the message (or content) to beconveyed by using words or other symbols which can be understood by the intended receiver. Theprocess of putting the idea into symbols is called encoding; in order to encode, the sender has to selectsuitable symbols which can represent the idea, and can be understood by the receiver.

The sender also chooses a suitable channel or medium (mail, e-mail, telephone, face-to-face talk)by which to send the message. The choice of the medium depends on several factors such as urgencyof the message, availability and effectiveness of a medium, and the relationship between the twocommunicants. Note that the choice of the medium/channel also influences the shape of the message.

Finally, the sender tries to note the effect of the message on the receiver; he checks whether thereceiver has got the message, how the receiver has responded to the message and whether he has takenthe required action; this information about the receiver’s response is called feedback.

Sender’s functions make up half the process of communication. The functions of the sender are:1. Being clear about the goal/purpose of the communication,2. Finding out about the understanding and needs of the target audience,3. Encoding the required information and ideas with symbols to create the message to suit the

receiver/audience,4. Selecting the medium/channel to send the message, and5. Making efforts to get feedback.

The receiver becomes aware that a message has arrived when he perceives it with his senses(that is, sees, hears, feels, etc.). The receiver attends to the message and interprets it. The process oftranslating the symbols into ideas and interpreting the message is called decoding. Interpreting is acomplex activity; it involves using knowledge of the symbols and drawing upon previous knowledgeof the subject matter. In addition, the receiver’s ability to understand, level of intelligence, values andattitudes, and relation with the sender influence his creation of meaning.

If the sender and the receiver have a common field of experience, the receiver’s understanding ofthe message will be closer to what the sender intended.

The receiver also feels a reaction to the message; this reaction may be conscious or unconscious;it may cause some change in the receiver’s facial expression. The message definitely leads the receiverto think. The receiver may take some action, if required. He may also reply to the message. Thereaction, the response and the reply together form the feedback.

The receiver’s functions complete one cycle of the process of communication. The functions ofthe receiver are:

1. Attending to the received message, that is, listening, reading and observing,2. Decoding the received message,3. Interpreting and understanding the meaning of the message,


4. Responding to the message, and5. Giving feedback to the sender of the message.

This is a simplified description of a single cycle in the process of communication.Communication really takes place in several cycles and the two persons take turns and alternatelycarry out functions of sender and receiver. Some functions such as observing each other’s bodylanguage goes on simultaneously.

Both, the sender and the receiver have important functions in the communication process; it canbe successful only if both are efficient and attentive.

Context and Environment: Context is the set of circumstances that surround an event andinfluence its significance. It is the background of events that led to the message being sent. A messagemay acquire a different meaning in a changed context. If both have the same amount of backgroundinformation about the situation and the issue, it is easier to communicate on the topic. The contextinfluences the sender’s encoding and the receiver’s decoding, and also each one’s interpretation.

The meaning of a sentence depends strongly on the circumstances in which it is said. Forexample, “How much have you had to drink?” asked of a patient by a nurse could mean “Have youhad enough liquids?” The question would have a completely different meaning if asked by apoliceman of a driver who had got on to the footpath.

The circumstances of each communicant, each one’s position in the organisation, the usual workthat each one does, and the present state of mind of each one, can all influence the communicationprocess. The present relationship between the two is also a part of the context; the receiver tends tointerpret messages in the context of the relationship.

Communication takes place in an environment. Environment includes several things. The mostobvious is the place in which the communication takes place; if it is pleasant and comfortable, thecommunication is better. Noise or disturbance in the environment usually hinders the flow ofcommunication.

Political, cultural, legal and technological environment influences communication as thesefactors may affect each one’s situation and attitude to the content of a message, besides influencingtheir vocabulary.

Time is also an element of the environment; it has three aspects:(a) The time of the communication (first thing in the morning, just before or just after lunch, or

when it is almost closing time) affects the communication.(b) The length of time taken by a communication event (how long the presentation or the

meeting or the conversation goes on) influences the quality of the communication. Too longcan be tiring and boring; too short may be inadequate and one of them may feel thatinsufficient attention was given by the other.

(c) There is a right time for giving some information. If it is given too late, it may be useless; ifit is too early, receivers may not be ready for it and may not understand it.


The following figure shows the steps in the one-way process of communication in a linear form.

One-way Communication Process

This one-way routine is only a part of the communication process. For the communication to becomplete, the sender must know whether the receiver has got the message, understood it in the way itwas intended, and has received it well. The sender can find out this only on getting a chance to notethe reaction and response of the receiver. The response may be in words (spoken or written), signs, orbehaviour, both conscious and unconscious. When sender gets this feedback, one cycle ofcommunication is complete. This may be represented roughly by the following diagram.

Two-way Communication Process

EncodingReceivedMessageMessageIdea Idea

Medium Decoding

Tx(Transmitter)

Rx(Receiver)

Encoding

ReceivedMessageMessageIdea Idea

Medium DecodingTx

(Transmitter)Rx

(Receiver)

Feedback Feedback


The following circular figure shows the process of communication in six stages.

Possible problem area: Feed-back not given or wronglyinterpreted by sender

Possible problem area:Message wrongly inter-preted - effect of relationbetween receiver-sender,etc.

Possible problem area:Receiver unable tounderstand sender’slanguage, vocabulary toodifficult, specialist termspuzzle laymen, etc.

Possible problem area:Wrong medium selected,time wasted, expenseincurred, no written record,etc.

Possible problem area:Message encoded inwrong language or toneinappropriate

Possible problem area:Message ill-conceivedvalue, ambiguous, affectedby relationship betweensender and receiver

3 Communication

Decision t

o sen

d

message

as a

result

of tho

ught

proce

ss or

exter

nal

stimulu

s

Signals passed to

sender/oral or

written reply -non-

verbal signals

Interpretation under-standing underlying aswell as explicit meaning

Appropriate me-dium selected: let-ter, e-meil, inter-view, meetingtelephone

Approp

riate

langu

age

chos

en or

al, w

ritten

word, p

icture

, or n

on-

verba

l com

munica

tion

Language is decoded

from knowledge of

terms, vocabulary,

previous information medium selected

Figure slightly adapted from “People, Communication and Organisations” by Desmond W. Evans(Pitman)

As you see, there is a gap, a potential pitfall, a possibility of breakdown of the communicationprocess, between every two stages.

CHARACTERISTICS OF COMMUNICATION

Understanding the characteristics of communication helps us to improve our competence andskills in communication.


Communication is Unintentional as well as IntentionalWe do not always succeed in conveying exactly what we want to; the target receiver may

receive less or more, or even something other than, what we intended to convey. In fact,communication does not happen exactly as the sender wishes. It often fails.

Communication takes place even when we do not plan it and when we are not conscious of it; wemay communicate something that we had not intended to communicate. Our non-verbal behaviour,which is always present, conveys something about us.

Communication is a Dynamic ProcessA process is an ongoing activity. Communication is a process and is always changing, always in

motion; it grows and develops. Even if the same two persons exchange the same ideas again, thecommunication will not be exactly the same as it was the first time, because the two persons havegrown and developed and changed since then. Every time we engage in an act of communication, webring to it all our previous experience, feelings, thoughts, attitudes which have been formed by othercommunication events.

Communication is SystemicEvery component of the process is affected by every other component. The source, the

environment, the goal, the medium, the nature of the message, the receiver, the feedback, all affect oneanother. If the audience is inattentive or uninterested, the source is not able to communicateeffectively. If a wrong medium is chosen, the message may fail to have the intended result; if thesender’s goal is not clear, the message will be confused. Disturbance at any stage in thecommunication process affects the entire process.

Communication is Both Interaction and TransactionThe two participants, the source and the receiver, exchange ideas and information and influence

each other during the process of communication. They also come to a shared and common meaning asa result of the communication. They share as well as exchange thoughts and meanings.

BASIC FORMS OF COMMUNICATION

Communication takes many forms according to the occasion and situation, the relationshipbetween the persons involved and such other factors. Each form has its uses and functions. The styleof expression, the symbols and medium used, vary in different categories. The categories are notwater-tight separations; there is a good deal of overlap. Any particular communication event may fallinto more than one category. The classification is only for the purpose of understanding howcommunication takes on different styles and has different impact on the situation. It is sometimespossible to make a different impact by changing the form of a particular communication transaction.

One-way and Two-way


In one-way communication, information is transferred in only one direction from the source tothe target audience. There is no direct interaction between the persons involved, and therefore, nofeedback. The receiver has no chance to get clarification or to ask questions. Since there is nofeedback, the source cannot find out whether the receiver has understood the message. Examples ofone-way communications systems are radio and television broadcasts, newspapers, advertisements andother mass media. Within an organisation, the noticeboard and public address system are one-waysystems.

Two-way communication is interactive. It involves both persons fully. The receiver can ask forclarification or add one’s own ideas and views to the conversation. At the end of such a conversation,both gain information on the issue talked about as well as about each other. It takes more time thanone-way communication, but it is more satisfying and leads to a better understanding and agreementbetween the parties involved.

Formal and InformalThe difference between “formal” and “informal” is in the style and manner; it includes tone of

voice, vocabulary and syntax. In writing as well as speaking, we use a variety of styles. Writing isusually more formal than speaking.

We use different styles for writing an assignment, for writing to a friend, for writing to aprospective employer, for conversation with a friend, and for making a presentation. The style we usein a given situation is determined by the social code. The relation between writer/speaker and audienceis a social relation and we maintain it in the style of writing and speaking.

In formal style, we are very careful about grammar while informally we may use convenientforms. For example, in formal style, we write or say, “Everyone has his or her weakness” but in aninformal situation we may say, “Everyone has their weakness.”

In formal style we avoid contractions such as don’t, can’t, which sound more casual and informal.Gestures and movements are also restrained in a formal speech.

In an organisation, formal communication moves along the established “channels” ofcommunication. It is impersonal (desk to desk), official, and written. Formal communication is used tocommand, to instruct, and to finalise matters through the application of regulations.

Informal communication also plays an important part in an organisation, filling in gaps, creatingrelationships, and so on.

Verbal and Non-verbalCommunication by using words and language is called verbal communication; communication

by using signs, pictures, signals, or other symbols, is called non-verbal communication. Non-verbalcodes like colours, maps, graphs, music, can be used to enhance verbal communication.

Verbal communication is always accompanied by non-verbal communication; it is often morepowerful and might even convey something different from what the words say.

In speaking, non-verbal communication includes everything that is around the speaker as well asthe speaker’s personality and voice which is called body language. It is instinctive, largelyunconscious, and is very difficult to control. Actors and other stage performers take care to cultivate


their non-verbal communication to make sure that they make a pleasant and powerful impression onthe audience.

Written and OralWritten and oral are both forms of verbal communication. Oral communication is more natural

and immediate. Usually, written communication is more formal than oral communication. But we alsospeak in formal and official situations like making a presentation or taking an interview. Oralcommunication requires that both the parties should be present and attentive at the same time. Thisrequires certain skills of both; each must be able to respond to the other’s body language, and must beable to make immediate response to what the other says. Oral communication has the advantage ofimmediate feedback and opportunities to seek and give clarification.

Written communication has to be used when the other person is not present and not available onthe telephone. Writing is necessary for long and complex messages which may require repeatedreading and reference; it serves as a record. Written communication can wait for the attention of theintended receiver. Written communication is separated from the sender and has no support from thesender’s personality and voice. This requires different kinds of skills in both the sender and thereceiver.

Oral and written communication have different qualities which must be taken into account inchoosing which one to use in a particular situation. These are discussed in detail in a later chapter.

Intrapersonal and InterpersonalIntrapersonal communication is what goes on within the mind. There is a continuous flow of

thoughts in the mind; they do not follow any particular sequence but go on according to theindividual’s personal associations and experiences; many of these thoughts are at the sub-consciouslevel. Sometimes, some thoughts come up to the conscious level and get more attention. When aperson is engaged in active thinking as in planning or solving a problem, the intrapersonalcommunication becomes clear and logical.

Interpersonal communication is between two persons. Most forms of communication areinterpersonal; it is the most important method of building up and maintaining relationships and ofworking together.

The intrapersonal communication of both persons affects their interpersonal communication.Thoughts, views, opinions and attitudes, which are a part of intrapersonal communication, influencehow we speak/write and how we understand and interpret messages that we receive.

Internal and ExternalThese terms are used to describe the communication of an organisation. It includes written, oral

and non-verbal communication. Messages that move within the organisation, among its members, areinternal communication; messages that go out of the organisation and are received from outside arecalled external communication.

Internal communication which moves along the lines of authority, upward and downward, iscalled vertical communication. Messages that move among persons of equal status are calledhorizontal or lateral communication.


The style and quantity of internal communication affect the atmosphere in the organisation andcan have impact on the business because employees who are comfortable and happy work better.Changes can be brought about in the organisation’s functioning by modifying the style of internalcommunication.

Messages that go out of the organisation and come into the organisation from outside are externalcommunication. The style and tone of outgoing communication affects the organisation’s publicimage. An organisation needs a carefully considered policy with regard to its communication with thepublic. The messages which come from outside have to be properly documented, passed to theconcerned person for action, and filed for future reference.

Group CommunicationGroup communication takes place in a meeting. Group discussion is a very useful activity in

organisations. It helps in understanding a situation, in exploring possibilities and in solving problemsbecause it allows a multiple point of view.

It can be a very stimulating communication activity for those who have the skill. It is aneducation for all persons who take part in it, including the leader; it gives the participants an overviewof the organisation and the issues discussed, and enables them to appreciate other people’s point ofview.

The leader must be tactful and strong enough to keep the communication focussed on the topic sothat it arrives at a proper conclusion within the available time. The participants have to be committedto group decisions and activity.

The size of the group affects its communication. The minimum number is three (only two do notmake a group) and the maximum for effective communication is ten, though larger groups of up tofifteen can manage to have effective communication.

Mass CommunicationMass communication is public communication. It includes messages sent out by radio, television,

the press and the cinema.

Within an organisation, the noticeboard, bulletins, house journals, public address system andcirculars are vehicles for mass communication.

It is used for circulating information and instructions to the people as in government notifications;for disseminating information for the purpose of building public relations and public image byorganisations; for advertising products and services by commercial companies; and for propaganda byvarious interested groups.

Mass communication is one-way communication. It is sent out by a single source to multiplereceivers. Various gatekeepers, reporters, editors, camera-people – filter the information at manystages along the way; therefore, the receiver gets only a very small part of the total information. Thefollowing characteristics distinguish mass communication from other forms like interpersonal orgroup communication.

The source is a complex formal organisation like a broadcast station or a newspaper office. It is directed towards large audiences.


The messages are public – the content is open to all. The source does not structure thedistribution; it tries to increase the number of receivers.

Audiences are mixed and varied; many different kinds of persons living in widely differentconditions in widely different cultures make up the audience.

Mass media can establish simultaneous contact with very large numbers of people at adistance from the source and widely separated from one another.

QUESTIONS

1. Explain the terms: encoding, decoding, channel, medium, sender, receiver, context, feedback,as they are used in describing the process of communication.

2. Attempt a definition of “communication.”3. Explain the process of communication with the help of a diagram.4. How does context affect the meaning of the message? Explain with examples.5. What is meant by “Communication is a two-way process”?6. Explain the nature and characteristics of communication.7. Briefly explain how business communication is different from personal or social

communication.8. What are the attributes of mass communication? In what situations is mass communication

more useful than other forms of communication?9. Explain the difference between formal and informal communication.

10. How is group communication different from mass communication?11. Explain the difference between:

(a) Verbal and non-verbal communication(b) Oral and written communication(c) Interpersonal and intrapersonal communication

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