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Business communication
INTRODUCTION TO COMMUNICATION
The word “Communicate” comes from the Latin verb “Communicare” which means to impart,
to participate, to share or to make common. By virtue of its Latin origin it is also the source of
the English word “Common”.
Thus, Communication is defined as the process of conveying or transmitting a message
from one person to another through a proper channel.
Definition
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“Communication is an exchange of facts, ideas, opinions by two or more persons” – W.H.
Norman & Summer
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“The process of passing information and understanding from one person to another it is
essentially a bridge of meaning between the people by using the bridge a person can safely cross
the river of misunderstanding” -- Keith Davis.
Components of Communication
 Sender – Encoder
 Message
 Medium(channel)
 Receiver Decoder
 Feedback
WHAT IS BUSINESS COMMUNICATION?
 The term business communication is used for all messages that we send and receive for official
purposes like running a business, managing an organization, conducting the formal affairs of a
voluntary organization and so on.
 Business communication is marked by formality as against personal and social communication
like chatting, letters between friends and family, etc.
 It includes both written and oral communication like letters, reports, memos, notices, interviews,
meetings, conferences, presentations, group discussions etc.
Principles of communication
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To make communication more effective, a business man/woman has to follow certain principles
while communicating. To make it simple, the principles of communication can be divided into
two broad parts:
1. 7Cs of communication
2. Other principles of communication
7cs of communication
1. Candid: the message should be candid, it should not be indirect, multivocal or untrue. the
message should be frank and straight forward .
2. Clear: The message to be communicated whether oral or written should be clear . For
this not only clarity of expression is must, but also clarity of thoughts .
3. Complete: Completeness is necessary for effective communication incomplete message
breads misunderstanding and misinterpretation.
4. Concise: To retain the attention as well as to save the time of the reader, it is essential
that the message should be concise. Conciseness means conveying the message in fewest
possible words without sacrificing its completeness and clarity .
5. concrete: The communicated statement should not be vague , rather should be concrete
and specific , concrete expression create visual image in the mind of the receiver which
vague or generalized statement can not
6. Correct: The message to be communicated should be correct in spelling , in grammar , in
format, in content, in statistical information etc.
7. Courteous: Congenial and healthy communication environment is essential to ensure the
effectiveness of communication .
Other Principle of Communication
1. Create synergetic environment
2. Two way communication
3. Strengthen communication flow
4. Proper medias
5. Encourage open communication
6. Appropriate language
7. Effective listening
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OBJECTIVES OF COMMUNICATION
1. Information-giving: The basic objective of communication is to enquire, supply or receive
information through spoken or written language or through symbols, signs or signals. In
order to manage different operations and processes one needs both external and internal
information in an organization.
2. Advice: It is the personal opinion about a particular course of action in a particular situation,
with a view to change the behaviour and opinion of the receiver. Since it involves the
personal opinion of the advisor, it is subjective and usually flows horizontally or downwards
in an organization.
3. Suggestion: Suggestion is a proposal made by a subordinate to the higher authority
indicating change required in the existing procedural and operational matters. Suggestion
flows upwardly because it is given by a person of lower rank to one in the higher authority.
4. Order: An order is a directive issued either in written or orally by the management to a
subordinate in an authoritative manner, specifying to do something or to refrain from a
certain course of action. It is a downward communication as it flows from higher authorities
to subordinates.
5. Motivation: Motivation channelizes the inner urges of human to work and to excel for the
organizational goals. The role of the business manager in motivating his employees is that of
a ‘guide by side’, helping others to discover their inner urges to excel.
6. Persuasion: It is the act of influencing the other persons to voluntarily change their attitudes,
beliefs, feelings and thoughts. Effective persuasion is a difficult task but it is more powerful
way than ordering or warning in command and control style of management.
7. Education: It is an important objective of communication because organizations teach and
train their executives and employees to learn new tools and techniques of performing various
operations with greater economy, efficiency and effectiveness.
8. Warning: It is informing about the unpleasant and unfavourable consequences, if certain
course of action is not changed. Such course of action may be negligence, disobedience,
misbehaving with others or mishandling material and machinery etc. The purpose of
warning is to ask the employee to abide by the rules and regulations and work with devotion
and dedication.
Process of Communication
Communication is something everyone engages in, some with more skill than other. In much of
our communication, focus is on the contents of conversation. We listen to what people are saying
to us and attempt to respond.
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Communication is a two-way street involving both receiving messages and giving messages and
a two way method utilizing both spoken words and non-verbal messages.
The Communication Process
Process of Communication
 A message is sent: someone shares an idea or feeling with other person.
 A message is received: The other person gives feedback, through word or sign, to indicate that
message has been received.
 The sender received feedback: The response of the receiver tell the sender if the message was
understood
 Another message is sent: If the 1stmessage was not understood, the sender tries other ways to
express the same idea. If the 1stmessage was understood another message can be sent,
communication can be processed.
To be complete, a message must be given and received with a common understanding of what
the message means. The sender is responsible for being sure his message is accurately received
for finding a way to express himself so that the receiver knows what the message means.
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Feedback
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Feedback is the response or reply which the receiver of a message gives back to the sender.
Sometimes it’s possible to get feedback immediately.
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Feedback can be immediate as in the case of face to face communication.
Functions of communication
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Communication plays a very important role both to an individual and an organization.
Communication is important not only for the success and growth of any business executive or
profession, but also for the smooth and efficient running of any enterprise.
There are several functions of communication. Some of the important functions are:
 Expression of oneself.
 Building human relations.
 Career advancement.
 Efficient working of the business
 Strategic management.
 Technological progress.
 Economic advancement.
 Global village.
1. Expression of oneself: Communication helps humans to convey their opinions, thoughts,
feelings, Etc., to make the other person understand their point of view.
2. Building human relations: Building healthy relations is important both in personal and
professional life of an Individual. Two way communication promotes openness, trust,
cooperation and among different individuals. It also creates a conducive working environment
between the management and workers.
3. Career advancement: Human ability to communicate effectively helps him to perform
effectively. Communication skills- writing, speech, listening, etc., play a dominant role in one’s
success in his profession.
4. Efficient working of the business: Communication plays in important role in establishing a
successful and smooth running enterprise by creating a healthy and conducive work
environment. It also helps in conveying organizational goals and policies to the employees which
helps them to coordinate and accomplish the goals of the firm.
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5. Strategic management: Strategic Management consists of decisions and actions directed at
formulation and implementation of strategies. Hence, Strategic Management requires flawless
and free communication among top level and bottom level management to understand each
other’s plan and actions and to know and implement the objectives of the organization.
6. Technological progress: The advanced communication system has contributed immensely
towards publicizing and passing on the fruits of scientific discoveries and inventions to the
people from the laboratories. It is visible that countries that have good communication systems
have advanced technological progress.
7. Economic Development: Communication plays a dominant role in the economic development
of the nation especially when the industrial economy is evolving and leading into digital
economy in which information, services, products and money are transferred and transacted
electronically.
8. Global Village: With Globalization and Liberalization stepping in, the modern communication
technology has played a significant role in breaking all geographical barriers among different
countries and continents and has integrated various communities and cultures under unified
network.
Types of communication
Some of the popular types of communication are:
 One way communication and two way communication.
 Verbal and Non-verbal communication.
 Formal Communication and Informal Communication.
 Interpersonal and Intrapersonal Communication.
 Group Communication.
 Public Communication.
 Mass Communication.
One way communication and two way communication:
 One way communication is characterized by absence of feedback from the receiver to the sender.
The sender conveys the message and the receiver has to make out the meaning on his/her own as
there is no scope for check back. E.g; reader reading news on TV or Radio.
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 Two way communication involves active feedback from the receiver to the sender to ensure that
the receiver has understood the same message which the sender intended to convey. This form of
communication is more interactive and interpersonal.
Verbal and Non-Verbal Communication:
 Verbal communication can be oral as well as written. Oral communication may be face to face,
by telephone or video conferencing system, while written communication can take the form of
letters, memos, reports, e-mails, etc.
 Non-verbal communication refers to transmission of information through facial expression, body
postures, eye contacts, clothing, silence, etc. Studies reveal that more than 65% of human
communication is through non verbal communication.
Formal Communication and Informal Communication:
 Formal communication is a structured communication on the basis of hierarchy, authority and
accountability. It may be downward, upward or horizontal communication. E.g; conferences,
circulars, interviews, etc.
 Informal communication is relatively less structured and spontaneous communication arising out
of day to day routine and meetings among peers. E.g; conversation at lunch or tea, talks at social
gathering, Etc.
Interpersonal and Intrapersonal Communication:
 When the communication goes among two or more persons it is called Interpersonal
communication. It can be both formal and informal communication.
 Intrapersonal communication refers to the internal dialogue that occurs within the mind of an
individual. The internal dialogues may be clear or confused depending on the person’s mind. If
the mind is in trouble, the message will be unclear and confused. On the other hand if the mind is
silent and still
 Group communication: A group is an association of two or more persons who interact with
each other in such a way that each influences the other. Group communication may be formal
communication in a group such as committees, board of directors, teams etc., and also informal
such as friends, relatives, etc.
 Public Communication: Public communication involves speech by one person to a large group
at a time. This is a one way communication because the speaker gives a speech and the audience
listens. E.g; speech by Political leaders, preaching by religious preachers, etc.
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 Mass communication: It is a process of communicating to the public at large scale through
mass medias such as television, internet, films, publications, newspapers, etc. It plays a vital role
in boosting the image of the business organization and attracting the customers.
VERBAL AND NON-VERBAL COMMUNICATION
 We communicate through various ways using different symbols like pictures, colors signs and
sounds to share our ideas and experience with others. We also use our facial expressions,
movements, clothing and so on to communicate.
 Communication through words (both oral and written) is called verbal communication and
communication through other symbols is called non-verbal communication.
VERBAL COMMUNICATION
 Verbal communication is done using words either orally or in written. It is said that most formal
communication happens through verbal communication. Verbal communication is always
accompanied by non-verbal communication like, gestures, facial expression, voice modulation,
etc.
 The oral communication is affected by the environment and conditions of situations such as,
face-to-face conversation, telephone conversation, presentation, public speech, interview, group
discussion, negotiation, meetings, etc.
 The written communication is used to communicate with people who are not physically present
in front of us. The various channels used for written communication are, letters, memos, notices,
circulars, report, minutes of the meetings, etc.
NON-VERBAL COMMUNICATION
 Non-verbal communication includes all things other than words and language than can convey
meaning. Non-verbal communication can be independent of verbal communication unlike verbal
communication which is dependent on non-verbal communication.
 Non-verbal communication includes Visual symbols such as, colour, pictures, graphs and charts,
maps, signs and signals etc., Auditory symbols such as, whistles, buzzers, bells, beeps, sirens,
etc., Body language such as, Facial expression, smile, eye contact, gestures, postures, clothing
and appearance, handshakes, etc. Other non-verbal communication include, space, environment,
time, energy, etc.
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PARALANGUAGE
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The non-verbal aspects of the spoken words are known as paralanguage. It is possible to control
and use paralanguage effectively by becoming aware of it and paying attention to one’s voice
and speech. Voice has characteristics like volume and pitch, speech has qualities of speed,
rhythm, pronunciation, accent, tone and stress.
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We can change the meaning of a sentence using the help of the above mentioned paralanguages.
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For example, take the sentence, “I love my children”. That sentence is meaningless unless it is
pronounced. The way that sentence is packaged vocally determines the signal that if given to
another person. For example, if the emphasis is on the first word, “I love my children”, the
implication is somebody else doesn’t. If the emphasis is on the second word, “I love my
children”, a different implication is given, and perhaps that some of their behavior is suspicious.
If the emphasis is placed on the third word, “I love my children,” the implication is that someone
else’s children do not receive the same affection. If the emphasis is placed on the final word, “I
love my children”, a fourth implication may be drawn, that is, that there are other people whom I
do not love. So the way we carry our words vocally often determines the meaning that another
person is likely to infer from our message.
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BARRIERS TO COMMUNICATION
Barriers of communication are the hindrances or the difficulties involved in the process of
communication which distort the message being properly understood by the receiver. Barriers
prevent the communication from being effective.
Barriers of communication can be classified as,
 Semantic barriers
 Physical barriers
 Organizational barriers
 Psychological barriers
 Semantic barriers
 Semantic barriers are concerned with problem and obstruction in the process of encoding and
decoding the message in to words or other impression.
 The use of different language, different interpretation of different words and symbols ,poor
vocabulary and poor grammatical knowledge are some of the semantic barriers.
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Physical barriers
Any disturbance or interference that reduces the clarity and effectiveness of communication is
called noise. It may be physical or psychological, written or visual, noise distracts the persons
communication and acts as barrier to communication.
The different forms of physical barriers are;
1. Noise
2. Improper time
3. Distance
4. Inadequate or overload of information
Organizational barriers
1. Organizational barriers occur in the organization due to rules, regulation and hierarchical
relationship.
2. The various forms of organizational barriers are;
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Rules and regulations
Hierarchical relationship
Non conducting of staff meetings
Wrong choice of channel
Psychological barriers
Psychological barriers arise from motives, emotions, social values, different perception etc.
These create psychological distance, cause misunderstanding among people at work and hinder
the communication process.
The various forms of psychological barriers are:
1. Selective perceptions
2. Premature evaluation
3. Poor listening
4. Attitude of superiors
5. emotions