Introduction to business

communication

Chapter 1
 What is Communication?

• Communication is the process of sending

and receiving a message. This include (but
not limited to)
• Exchanging an e-mail
• Sending a letter
• Giving a formal presentation
• Chatting with the co-workers

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 Features of Effective Communication

• Provide practical information

• Give facts rather than impressions
• Clarify and condense information
• State precise responsibilities
• Persuade others
• Offer recommendations

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 Barriers to Effective Communication

• Distractions
• Information overload
• Perceptual differences
• Language differences
• Restrictive environments
• Deceptive tactics

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Barriers to Effective Communication

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 The Communication Process

• Sensing a communication need

• Defining the situation
• Considering possible communication
strategies
• Selecting a course of action
• Composing the message
• Sending the message

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 The Contexts for Communication

• The larger context

Business-economic
Sociocultural
Historical
• The relationship of the communicators
• Organizational
• Professional
• Personal

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Business Communication Process

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 Basic Communication Model

• Source(Sender)
Company, individual
• Message
Brand messages
• Channel
Newspaper, mail, magazine, e-mail, TV, radio, package, salesperson,
customer service, Internet
• Receiver
Customer, client
• Feedback
Request information, acceptance, rejection

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Business Communication as Problem
Solving

• Most business-communication
problems are ill-defined problems
requiring
• Analysis
• Creativity
• Judgment

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 Some Basic Truths about Communication

• Meaning is in the mind, and no two minds

are alike
• The symbols for communicating are
imperfect, and so are our best
communication efforts.
• Communication is about information and
relationships.

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 verbal communication

• When messages or information is

exchanged or communicated through words
is called verbal communication. Verbal
communication may be two types: written
and oral communication. Verbal
communication takes place through face-to-
face conversations, group discussions,
counselling, interview, radio, television, calls,
memos, letters, reports, notes, email etc.

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 verbal communication

• According to Bovee and others: Verbal communication is the

expression of information through language which is
composed of words and grammar.”
• According to Penrose and others, “Verbal communication
consists of sharing thoughts thought the meaning of words.”

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 Non-verbal communication

• When messages or information is exchanged or communicated

without using any spoken or written word is known as nonverbal
communication. Non-verbal communication (NVC) is usually
understood as the process of communication through sending and
receiving wordless messages.

• Non-verbal communication is a powerful arsenal in face-to-face

communication encounters, expressed consciously in the presence of
others and perceived either consciously or unconsciously. Much of
non-verbal communication is unintentional people are not even aware
that they are sending messages. Non-verbal communication takes
place through gestures, facial expressions, eye contact, physical
proximity, touching, etc

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 Non-verbal communication

• According to L. C. Bove and others, “Non-verbal communication is

communication that takes place through non-verbal cues: through
such form of non-verbal communication as gesture, eye contact, facial
expression, clothing and space; and through the non-verbal vocal
communication known as Para-language.”

• According to Lesikar and Pettit, “Nonverbal communication means all

communication that occurs without words (body movements, space,
time, touch, voice patterns, color, layout, design of surroundings.)”

• According to Himstreet and Baty, “Non-verbal communication

includes any communication occurring without the use of words.”

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 Characteristics of non-verbal
communication

Non-verbal communication is any information that is communicated

without using words. The important characteristics of non-verbal
communication are as follows:
• No use of words: Non-verbal communication is a communication
without words or language like oral or written communication. It uses
gestures, facial expressions, eye contact, physical proximity,
touching, etc. for communicating with others.
• Culturally determined: Non-verbal communication is learned in
childhood, passed on to you by your parents and others with whom
you associate. Through this process of growing up in a particular

society, you adopt the taints and mannerisms of your cultural group .

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 Characteristics of non-verbal
communication

• Different meaning: Non-verbal symbols can many meanings. Cross-

culture aspects give various meanings to same expression in respect
of non-verbal communication.

• May conflict with verbal message: Non-verbal communication is so

deeply rooted, so unconscious, that you can express a verbal
message and then directly contradict it with a nonverbal message.

• Largely unconscious: Non-verbal communication is unconscious in

the sense that it is usually not planned nor rehearsed. It comes almost
instantaneously.

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 Characteristics of non-verbal
communication
• Shows feelings and attitudes: Facial expressions, gestures, body
movements, the way you use your eyes – all communicate your
feelings and emotions to others.

• Informality: Nonverbal communication does not follow any rules,

formality or structure like other communication. Most of the cases
people unconsciously and habitually engaged in non-verbal
communication by moving the various parts of the body.

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 Communication Flows in an
Organization

In an organization, communication flows in 5

main directions
• Downward
• Upward
• Lateral
• Diagonal
• External

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 Downward

• Downward Flow of Communication

Communication that flows from a higher level in an
organization to a lower level is a downward
communication. In other words, communication from
superiors to subordinates in a chain of command is a
downward communication. This communication flow is
used by the managers to transmit work-related
information to the employees at lower levels.
Employees require this information for performing their
jobs and for meeting the expectations of their
managers.
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 Downward
• Downward communication is used by the managers for the following
purposes

 Providing feedback on employees performance

 Giving job instructions
 Providing a complete understanding of the employees job as well as
to communicate them how their job is related to other jobs in the
organization
 Communicating the organizations mission and vision to the
employees
 Highlighting the areas of attention.
 Organizational publications, circulars, letter to employees, group
meetings etc are all

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 Upward Flow of Communication

• Communication that flows to a higher level in an organization is called upward

communication. It provides feedback on how well the organization is
functioning. The subordinates use upward communication to convey their
problems and performances to their superiors.

• The subordinates also use upward communication to tell how well they have
understood the downward communication. It can also be used by the
employees to share their views and ideas and to participate in the decision-
making process.

• Upward communication leads to a more committed and loyal workforce in an

organization because the employees are given a chance to raise and speak
dissatisfaction issues to the higher levels. The managers get to know about
the employees feelings towards their jobs, peers, supervisor and organization
in general. Managers can thus accordingly take actions for improving things.

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 Upward Flow of Communication

• Grievance Red ressal System, Complaint and Suggestion Box,

Job Satisfaction surveys etc all help in improving upward
communication. Other examples of Upward Communication
are -performance reports made by low level management for
reviewing by higher level management, employee attitude
surveys, letters from employees, employee-manager
discussions etc

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Lateral / Horizontal Communication

• Communication that takes place at same levels of hierarchy in an organization

is called lateral communication, i.e., communication between peers, between
managers at same levels or between any horizontally equivalent organizational
member. The advantages of horizontal communication are as follows
 It is time saving.
 It facilitates co-ordination of the task.
 It facilitates co-operation among team members.
 It provides emotional and social assistance to the organizational members.
 It helps in solving various organizational problems.
 It is a means of information sharing
 It can also be used for resolving conflicts of a department with other
department or conflicts within a department.

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Diagonal & External Communication

• Diagonal Communication: Communication that takes place

between a manager and employees of other workgroups is
called diagonal communication. It generally does not appear
on organizational chart. For instance - To design a training
module a training manager interacts with an Operations
personnel to enquire about the way they perform their task.

• External Communication: Communication that takes place

between a manager and external groups such as - suppliers,
vendors, banks, financial institutes etc. For instance - To raise
capital the Managing director would interact with the Bank
Manager.

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