Unit 1 1.1.

. Meaning of Communication: Latin word Communis is the source from which English term Communication has been derived. Communis (L) means common Sharing of ideas, views, etc., in common is communication. Exchange of views, ideas, information, suggestions, objectives, instructions, etc., can be termed as communication. According to Lewis Allen, communication is the sum total of all the things one does when he wants to create an understanding in the mind of another. It is a systematic and continuous process of telling, listening and understanding It is the process of meaningful interaction among the people. It is the process through which meanings are perceived and understandings are reached between communicator and addressee. In the words of Keith Davis communication is the process of passing information and understanding from one person to another person. It is the act of making ones ideas and opinion known to others. Communication is the effective interaction between or amongst people by means of spoken words, letters, circulars, signs, symbols or even silence. The intention of communication is the creation of desired understanding in the mind(s) of the targeted person(s) so as to achieve the planned results. It may be one way flow of ideas. It may be two-way or multi-way flow of ideas.. Meaningful, result-oriented and effective process of communication is absolutely essential for the successful functioning of every organization, especially business organizations. 1.2. Objectives (aims) of Communication: a. To enable the subordinates to know what are their duties and obligations. b. To pass orders, issue guidelines and instructions to others as to what they should do, how they should do it and when should they do it and for what purpose. c. To convey to the subordinates: i. Objectives of the organization, ii. Plans and policies of the concern. d. To facilitate the employees to know the incentives offered to ensure better work performance from them by positively motivating them to be maximum productive. e. To get feedback from subordinates in the form of useful suggestions, opinions, innovative ideas, grievances. Once these are known higher ups can effectively deal with.
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f. To obtain reports from lower levels regarding the progress of assigned work,

for evaluating the progress of work and suggest mid-course corrections if work done deviates from the plans. g. To ensure effective co-ordination among different wings of the concern so as to attain the goals set forth in the overall plans. 1.3 Elements of Communication: (Communication Cycle) a. Communicator: Person passing on the message or information. b. Message: Contents of communication. It may be an order, instruction, suggestion, views, appeal, information, report, etc. Message is subject matter of communication. c. Channel (Carrier): Medium of communication. It is means through message is transmitted. It is the channel of communication that connects sender of message to the addressee. d. Symbol (Codes): Words, gestures, signs, acts, movements of limbs of body used to express the message. e. Receiver of Message: Communicatee or addressee is person to whom the message is addressed. f. Feedback: It is the response from the addressee to the message. Feedback is the report of the action taken by addressee in response to the message received by him.

1.4 Importance of Effective Communication:

Effective communication is so integral to the civilized life that without it human life cannot be imagined.[Animals, birds, insects also have communication code. Babies also have such code.] Significance of effective communication to the business world can never be over emphasized. Communication is an important function of management. If a business unit has to succeed in achieving its goals, it must have a well established communication set-up. In todays world a person whether he is businessman or not must be able to communicate convincingly. Management means getting work done through the efforts of others. To get work done by others orders have to be issued, instructions must be given, targets have to be fixed, suggestions and grievances of the subordinates have to be given due consideration, reports on work done have to be received and suitable corrective actions have to be taken, if necessary. To succeed in all these steps, effective communication is absolutely essential.

Importance of effective communication can be summed up as below:

a. Smooth functioning of organization: Effective communication ensures unhindered, obstacleless and smooth functioning of the organization. When orders, instructions, directions and guidelines from higher authorities are clearly understood by subordinates and in turn their suggestions and grievances are understood by the superiors, there remain no obstacles in the smooth functioning of the concern. Problems arise when there is absence of face flow of convincingly clear information. Conflicts and frictions among people manning the organization vanish due to effective communication. It leads to smoother functioning of the concern. b. Faster appropriate decisions and their proper implementation: Effective communication does away with the unnecessary wastage of time in to and fro passage of messages. This enables the decision makers to take quick decisions and better understanding of the decisions by the subordinates enables them to properly and timely implement them. If there are any doubts about decisions or implementation procedures or guidelines, the subordinates can quickly get clarifications from higher officers if there is effective network of communication in the organization. Excellent communication skills enable the business managers to perform the functions of direction, leadership and motivation in the best possible manner. Through effective communication the personnel can be inspired to be a self motivated united and harmonious workforce to maximize the productivity and profits of an enterprise. c. Brings about Harmony, Co-operation and Co-ordination: Different groups working towards different group goals should function in a mutually complimentary manner. There must harmony and co-ordination among different work groups. Co-operation and co-ordination must be ensured between superiors and subordinates. Such harmonious co-ordination among different levels of management can be achieved through effective communication. Convincing and co-herent vertical, horizontal, diagonal and criss-cross communication brings about mutual understanding and cooperation among the different levels of management of the organization. d. Maximum output and turnover: By means of skillful communication right understanding can be created among the subordinates about the plans, policies, goals and objectives of the enterprises. Achievable targets can be set for the workers. Through good communication proper guidelines and instructions can be given about what is to be done, how it is to be done, when it is to be done and by whom it is to be done. The appropriate understanding between and among superiors and
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subordinates will enable the organization to function like a well oiled machinery and achieves the maximum results as per plans and policies of the enterprise. Disappearance of conflicts, frictions, irritants, doubts, confusions and misunderstandings as a result of effective communication will maximize the operational efficiency and earnings of the concern. e. Congenial and conducive environment in the concern: An effective communication channels network, by leading to perfect understanding and harmony among people manning the organization, will create a healthy and congenial atmosphere at the workplace. Such working conditions will raise the efficiency of the employees to the peak level. Fearless and tension free environment will create an all round sense of belonging and trust among the employees. f. Democratization of administration: The opportunity for free flow of downward, upward, horizontal and diagonal communication gives all those involved in the organization opportunity to freely express their opinions and view points. The subordinates also get a say in planning, decision making and implementation process. This democratizes the governance of the concern. 1.5 Types of Communication: There can be different classifications of communication that takes place in an organization. They are as below: a. On the basis of Organizational Structure: i. Formal Communication and ii. Informal Communication (Grapevine) b. On the basis of direction i. Downward Communication (Vertical) ii. Upward Communication (Vertical) iii. Horizontal or lateral communication and iv. Diagonal or Criss-Cross Communication. c. On the basis of form of expression: i. Oral Communication ii. Written Communication iii. Gestural Communication. These different kinds of Communications are explained below:

a. On the basis of Organizational Structure: i. Formal Communication: Communication along the established official channels is formal communication. Every organization has well defined official channels of communication, which are deliberately established on the basis of lines of authority and responsibility. Flow of information strictly through these official channels is the formal communication. The officials have to strictly follow these established routes for passing on the messages to one another. Normally, these formal paths are basis of official status of communicator and communicatee. Flow of messages from superiors to subordinates is downward communication. Reverse is upward communication. Communication between officials situated at same level is horizontal communication. Merits: Ensures discipline in the organization, Maintains authority and responsibility status, Enables pinpointing of responsibilities on the specific officials Prevents skipping of lines of authority and accountability and also prevents erosion of authority of superiors. Demerits: Time consuming and long drawn out formalities make this form of communication cumbersome. During the passage through various formal stages message may reach the ultimate in a distorted form. It leads to restrictions on free flow of information, This form is unsuitable for upward communication as the subordinates may present rosier picture about their performance to please the superior or out of fear. ii. Informal Communication (Grapevine): It is also known as grapevine. This form of communication takes place outside the official channels. To pass on the messages the established paths of communication are not strictly followed. It is based more on personal and social relationship between involved in the official organizational structure. This kind of communication does not have established procedures or formalities or links for transmission of messages. Informal communication is normally in the form of gestures like smile, rising of eyebrows, nod of head, movement of palm, winking of eyes, etc. Works manager enquiring about the progress of work when he meets foreman in the corridor is the example of grapevine. Merits:
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 Quicker and faster transmission of messages as official formalities need not

be strictly followed, Instantaneous and spontaneous expression of views, ideas and suggestions by the parties directly involved ensures that message reaches the intended person without getting distorted. It overcomes the shortcomings of formal communication. It pretty well supplements the formal communication. It gives better scope for the subordinates convey their suggestions, grievances and problems to the higher ups. The information received by the addressee is the first hand information which is not tampered with by the intervening links in the organization. It loosens the ironclad setup of formal communication, by encouraging communication across and outside the rigid formal channels. It creates a sense of belonging, sense of being taken into confidence and consulted and spirit of team work and co-operation among the various levels of organization. Demerits: By overlooking official channels and skipping the links in the organization, informal communication may lead to indiscipline among staff. The messages that flow along informal channels often are half-truths, rumors, overheard and twisted facts. It may weaken the established authority structure. Although the information passed on may be true and exact, it may doubted and suspected by the receiver. It affects the credibility of this form of communication. Pinpointing of responsibility for the source of the message is not possible. Most of this kind of communication is by words of mouth and physical gestures and sender of message may later say that he did not mean that way. It is wholly unsuitable for the jobs of greater significance. Choice: Both formal and informal communications have their own merits and shortcomings. But every organization needs both of these for its successful functioning. A right mix of these forms should be employed for the smooth working of a concern. Communication from superiors to subordinates and the other way round should preferably be along the formal routes. Lateral or horizontal communication will be effective if the paths for transmission of messages are informal ones. a). On the basis of direction:
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i) Downward Communication: It is the process of passage of messages from superiors to subordinates. This form of communication passes down the lines of authority from top to bottom levels of management, as per the hierarchy. Downward communication consists of orders, instructions, directions, guidelines, memos, reminders, notices, annual reports, etc. The objective of downward communication is issuing orders and directions for effective implementation of plans and policies of the enterprise. ii. Upward Communication: It is the opposite of downward communication. In this form the messages travel in upward direction from lower levels to higher levels of management. Here also the information passes along hierarchical routes only from subordinates to superiors. Reports about targets achievements, compliance reports, suggestion and grievances from subordinates to their higher ups are the examples of upward communication. Upward communication is a crucial element of efficient management, because through it the higher authorities get feedback regarding their orders, directions, etc. Higher level management can keep track of the progress in achievement of targets, difficulties and problems faced by subordinates in putting into effect the directions and learn about useful suggestions the lower cadres may be having. iii. Sideward or Horizontal Communication: It is the communication between the official situated at the same level. If the persons occupying the same status or cadre in the hierarchy exchange messages, it is referred to as Horizontal Communication. It may take place at top or middle or lower levels of management. Basically it consists of inter-departmental communication. It may be intra-departmental also when two subordinates working under the same officer exchange information. This form of communication is very essential, because its builds up proper understanding and co-operation among persons operating at same level. Exchange of information necessary for speedier decision making becomes faster by cutting short the time involved in going up the hierarchy and coming down. Usually horizontal communication is informal in nature. iv. Diagonal Communication: Direct communication between the officials occupying different positions or who are at various levels is lateral communication. This form of communication may lead to criss-cross communication also. The communicator and communicatee belong to different levels of management, different hierarchical strata, and different departments.

It leads to faster exchange of necessary information and promotes informal relationships in the organization. c. On the basis of form of expression: i. Oral communication: It is also called verbal communication. Conveying messages through words of mouth is oral communication. It may be; Face to face talk or issuing of orders and instruction. It may be two-way or one way passing of message(s), Telephonic messages, (Landline or Mobile or INet telephony), Discussions at meetings, Public address, message (through amplifiers), Speeches Tele-conferencing, Interviews, Radio broadcast, Power point presentation (Audio-visual), Only part of it is oral communication. Advantages: There is personal touch about it. Hence more effective. Since the receiver can get doubts cleared on the spot, it is better understood. It is limited time consuming. It is economical. Response of the communicatee and effect of his messages can be immediately understood. Communicator can suitably modify his message depending upon the response of the receiver. Thus it adds flexibility to communication process. It is the only form of communication that can be employed in emergency situations. Disadvantages: It is not very dependable. Receiver may forget the message or may have misunderstood the contents of the message. Unsuitable for passing detailed messages. Wholly unsuitable for communication with the people who are spread over vast areas, and there are means of giving verbal messages. If the receiver has to think over the message and then give his response, oral communication is not the apt form of communication.

 Where the message is needed as proof or evidence oral communication

cannot be employed. Language is the barrier to effectively use this form of communication. Communicator Communicator may intend something and may communicate something else or receiver may understand it differently. There is no proof of having given or received the message. Receiver may deny having received the message. The communicator will have no evidence of having sent the message. ii) Written Communication: This form of communication is in black and white. The message is expressed in written words on a piece of paper. It may be; Handwritten, Typed, Computer print-out, Printed, Cyclostyled, Xerox, SMS, MMS. Letters, reports, memos, instruction cards, graphs, brochures, catalogues, work orders, agreements, notice boards, etc. are examples of written communication. Advantages: Clarity of messages is a strong point of written communication. Better suited for detailed messages. Written messages will serve as evidences, incase proof is needed later. It forms a permanent record of the events leading to message passing. It is good form of communication if communicator and receivers are located in far off places, especially where telephone facilities are not available. The communicatee will have reasonable time to give careful thought to the contents of message, before giving his response or reaction to the message. Hence, responses secured are carefully formulated responses and hence more effective. Disadvantages: This mode is time consuming and expensive form of communication.

 Often written communication is not easily understood by the address

especially if it is jargon ladden. The ambiguous written messages may lead to unnecessary enquiries, clarification and further loss of time and stationery. Iron clad procedures and rigorous records stages involved in transmission of messages and maintenance of correspondence records may lead to delay in communication. Possibilities of premature leakages may have adverse effects on efficiency of this form of communication. Both of these forms of communication should be judiciously employed depending upon the needs of the situation. Under certain circumstances there is no substitute to written communication. Certain messages like orders, instructions, notices, memos, reports, etc. ought to be in black and white. In the event of emergency, oral communication is the best of communication. iii) Gestural Communication: A good deal of communication involves neither spoken nor written words. It is conveyed through gestures or body language or limb movements, shaking of head, movement of eyeballs or eyelids, hands movements, facial muscle movements, staring at the ceiling, clapping, lips movements, raising of fist, movement and positioning of fingers, etc. Without producing even a single word, forms gestural communication may take. It enhances the efficiency of communication, especially of oral type. It is so spontaneous that the addressee easily understands it. Channels of communication: Channels of communication are the carriers of the message. They are the means used to pass on or transport or transmit the messages from the communicators to the communicatees. The channels of communication may be briefly described as below. Written communication channels: a) Traditional post (Government mail services), b) Courier services, c) Messenger services, d) SMS, e) MMS, f) E-mail, g) Website posting, h) Floppies, i) CDs (SCDs), j) Power point presentation (LCD projector),
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k) OHPs (transparencies), l) Slides (projectors), m) Fax machines (via telephone network). Channels for oral communication: a. Face to face interaction , or instruction, b. Telephones: i) Landline ii) Mobile iii) INet telephony c. Audio cassettes & CDs, d. Tele conferencing (Web cameras & computers), e. Wireless sets (cordless speaking sets), f).Intercom network (Within the premises), g. Public address systems (Loud speakers & announcing set up), h. Speeches, i. Interviews, j. Discussions. Essentials of effective communication: The objective of communication is to create the desired understanding in the minds of the receivers to elicit the expected response from them. To succeed in this goal, communication should fulfill certain essentials. The requisites of effective communication are enumerated below: a. Simplicity of message and clarity of ideas: Message should be expressed in such simple form that receiver has no difficulty in understanding the meaning of it. The ideas and thoughts which the communicator intends to convey to the receiver should be very clearly expressed and there should no room for doubts or double meaning. If the message is understood by the receiver as exactly as the communicator expects, the receiver will be able to act as exactly expected by the communicator. Hence, the message should be clear, simple, precise and exact. It should not lead to confusion, misinterpretation or multiple meaning. b. Brevity: The message should be as brief as it is possible. Beating about the bush should be strictly avoided. Use of unnecessary words should be done away with. It should be short and sweet without unwanted padding and frills and laces. Although it should be briefest possible the message should be complete in all respects without the need for the addressee to seek any clarifications. c. Consistency running through a series of messages: A number of messages passed on concerning the same item of business should be consistent with one another. Absence of consistency in the communications will
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create confusion in the minds of the receivers; they may become difficult to grasp and may not produce the desired response. This will defeat the objective of communication. d. Courteousness: Courtesy should be the main feature of communication. While passing on the message highhandedness, arrogance, anger, etc., should be strictly avoided. Personal prejudices, likes and dislikes of communicator should not color the message of him. Dignity and honor of the addressee should not be impinged upon in the message. The messages should be respectful, courteous and free of offensive language. e. Selection of appropriate channel: There are different channels for oral and written communication. Each one is suitable for transmitting a definite message under definite set of circumstances. The right choice of the channel determines the effectiveness of communication. The channel chosen by the communicator should be such that the message should reach the addressee without any obstacles, in the form in which it is intended to reach him. Channel selected should be apt depending upon the nature and purpose of message. Channel opted for should be the one through which receiver knows the message normally reaches him. f. Communication by deeds: Communicator can communicate more effectively through his own deeds and actions. A good leader leads from the front. Words are also significant. But through right acts, deeds and behavior he can communicate much better. g. Mutual trust and cordial relationships: There should be mutually cordial relationship between communicator and communicate. Relationship should be founded on mutual trust, so that the receiver of the message is inspired to act in the desired manner. Mutual hostilities and frictions will adversely impact the objectives of communication. Promotion of friendly relationships, co-operative spirit, sense of belonging, sense of oneness, trust and faith throughout the organizational levels will make communication smoother, easier and more fruitful.

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