Effective Communication in
Business
Chapter 01
Suggested Text: Chapter 01, Business
Communication by Herta A Murphy
Multimedia Instructor Version
© 2010 Thomson South-Western
Why effective Communication
If you can communicate effectively in
speaking and writing, you have a highly
valued skill. Effective communication is
a basic job requirement and first among
the personal factors necessary for
promotion.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 2
Defining Communication
Communication is the exchange of
information between humans who are
aware of each others.
This information is transmitted – interpreted received on a conscious as well as a
subconscious level.
OR
Communication is the process of recieving
verbal and non verbal messages.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 3
Components of Communication
Communication is considered effective
when it achieves the desired response
from the receiver. Simply speaking
communication is a two way process of
exchanging information. To understand
the two way process we need to
understand the components or parts of
communication.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 4
The six components of effective communication
1. Context
2. Sender-Encoder
3. Message
4. Medium
5. Receiver-Decoder
6. Feedback
It is also called the communication process.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 5
The communication process
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 6
1. Context
Every message weather oral or written
begins with the context. Context means
the background or the situation in which
you communicate. The context may be as
a result of some external stimuli that
makes you to send a message, for
example a letter, email, fax or telephone
call etc. The context may be as a result of
some idea or feeling.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 7
2. Sender-Encoder
When you send a message you are the
encoder. Encoder means writer or speaker,
depending on whether your message is
written or oral. You choose a combination of
words that the reader shall understand and
respond in a way that you need. For effective
communication you should decide an
effective channel for communication the
message, both written and oral.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 8
3. Message
Message is the core idea that you wish to
communicate. It consists of both verbal
(written and spoken) and non verbal (un
spoken) symbols. First of all you have to
decide what your message is and what
should you include in that. The receiver of
the message must be considered while
writing your message, specially his or her
level of understanding.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 9
4. Medium
‘Should you write or speak’ to
communicate your message?
Selecting a method to communicate
your message, like email, printed or oral
is called the medium. Language used is
also a part of medium.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 10
5. Receiver-Decoder
The message receiver is your reader or
listener, also called decoder. Many of
your messages may have more than
one decoder. Receiver receives
messages through the eyes and ears
but are also by their mental filters. So
there may be chances of
miscommunication but effective
managers tend to keep it at minimum.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 11
6. Feedback
The reaction or response of receiver, either
the desired response, based on a clear
understanding of the message, or with an
undesired response, based on
miscommunication. It may also be an action
for example receiving the items that you
ordered. Sometimes silence is used as
feedback. Sender needs feedback in order to
confirm the success or failure of the
communication.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 12
Types of Communication
There are two main types of
communication.
1. Verbal Communication
2. Non Verbal Communication
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 13
Verbal Communication: Communication
that involves words, like written or
spoken.
Non Verbal Communication: The
process of sending and receiving
wordless messages like, gestures, facial
expressions, body language, eye
contact, symbols, dress etc.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 14
Communication process applies to both
verbal and non verbal communication.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 15
NON-VERBAL COMMUNICATION
HOW WE
STAND
FACIAL
EXPRESSIONS
KINESIS
POSTURE
LAUGHING
USE
OF
LEGS
USE
OF
ARMS
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 16
Common Problem Areas
The following are supposed to be the common
problem areas.
1. Sending:
2. Environment:
3. Receiving:
17
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 17
Problems in Sending
 using technical words for
communication to nontechnical people
 forgetting that the visual and vocal
elements are the most important, words
less.
 Ignoring the situation, expectencies
and interests of the listener according to
their expertise.
18
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 18
Noise in the environment
 Noise creates distortions of the
message and prevents it from being
understood the way it is intended
 Noises may be ringing telephones,
honking horns etc.
 Time, inapropriate time may be an
obstacle to give message
clearly.Thursday afternoon is not proper
for a heavy meeting.
19
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 19
Receiver Problems





Poor listen ability
Lack of attention
Emotional state, stress, fear, anger
Prejudgements
Be sure that the receiver is attentive
20
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 20
DIRECTION OF COMMUNICATION
DOWNWARD
HORIZONTAL
Mary Ellen Guffey, Essentials of Business Communication, 8e
UPWARD
DIAGIONAL
Chapter 3, Slide 21
Downward Communication
Downward communication flows from top to bottom or
from higher positions to the lower. For example manager
to assistant manager, assistant manager to supervisor,
supervisor to clerk etc.
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 22
UPWARD COMMUNICATION
SUPERINTENDENTS
ASSISTANT SUPERINTENDENTS
PRINCIPALS
ASSISTANT PRINCIPALS
FACULTY
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 23
HORIZONTAL COMMUNICATION
ASSISTANT
PRINCIPAL
ASSISTANT
PRINCIPAL
FACULTY
MEMBER
OFTEN
OVERLOOKED
AS
UNIMPORTANT
FACILITATE
COORDINATION
BETWEEN
UNITS
FACULTY
MEMBER
FURNISHES
ACHIEVED
EMOTIONAL
THROUGH
SUPPORT
CROSS-FUNCTIONAL
AMONG PEERS
COMMITTEES
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 24
DIAGIONAL COMMUNICATION
SUPERINTENDENT
ASSIST. SUPT.
FOR PERSONNEL
DIRECTOR OF
PERSONNEL
CHIEF
NEGOTIATOR
ASST. SUPT. FOR
INSTRUCTION
ELEM. ED.
COORDINATOR
ELEMENTARY
PRINCIPAL
SECONDARY ED.
COORDINATOR
ASST. SUPT.FOR
BUSINESS
ACCOUNTANTS
SECONDARY
PRINCIPAL
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 25
Why do we communicate?
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 26
Why do we communicate?
Generally there are three reasons for
communication
1. Biological needs
2. Interpersonal needs
3. Social needs
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 27
• Biologic needs
Food, shelter, cloth
…
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 28
 Interpersonal needs
 Forwarding office files to others
 Writing an application for leave
 Forwarding phone calls
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 29
 Social needs
Party invitations
Sadness and joys
Prayers
Reference groups
Mary Ellen Guffey, Essentials of Business Communication, 8e
Chapter 3, Slide 30