COMMUNICATION SKILLS
UNIT – 1
COMMUNICATION IN BUSINESS
PART – A
1. Define (i) Communication (ii) Business Communication.
(i) Communication: Communication is the process of exchanging information,
usually through a common system of symbols, signs, behaviour, speech,
writing or signals. It facilitates interaction among people; without it, we
would be unable to share our knowledge or experiences with anybody else.
“Communication encompasses all forms of expression which serve the
purpose of mutual understanding”.
- Revesz.
“Communication is the means by which power is exerted”. - Ruesch.
(ii) Business communication: Business communication is defined as the
process of transmission of information within the business environment.
Communication must be simple, clear and meaningful. These qualities of
communication directly influence the success of any business.
“Business Communication is defined as the use of effective language to
convey a clear business message to achieve a predetermined objective”.
2. What is a business communication system?
A system is a set of interdependent parts functioning as a whole. A business
communication system consists of the various business activities like
production, sales, marketing, etc., which form the business organization as a
whole. With the advent of technology today, these business activities need to
be faster and quicker to generate more business through proper
communication.
For ex: The human body is regarded as a single functional physiological unit
with many systems.
3. What are the essential features of managerial communication?
Effective communication enables managers in moving towards better
functionalization of departments and successfully dealing with the complexity
of business activities. The essential features of managerial communication
are:
 Appropriate communication style
 Audience-centered approach
 Understanding of intercultural communication
 Commitment to ethical communication
 Proficiency in communication technology
 Control over the flow of communication
 Reducing the number of messages.
1
4. What are the roles of a manager?
Managers engage themselves in a large number of varied, unpatterned and
short-term activities. A Manager’s roles are primarily concerned with
interpersonal relationships, transfer of information and decision-making. The
roles of a manager are:
(i) Interpersonal (provide information)
- Figurehead
- Leader
- Liaison
(ii) Informational (process information)
- Monitor
- Disseminator
- Spokesperson
(iii) Decisional (use information)
- Entrepreneur
- Disturbance handler
- Resource allocator
- Negotiator.
5.
List
out
the
strategies
for
improving
organizational
communication.
Organizational communication is very important for people in organizations
as they have to communicate with each other in a clear, open and accurate
fashion. It can be improved by adopting the following techniques/strategies:
 Encourage open feedback
 Use simple language
 Avoid overload
 Match the deeds to the words
 Be a good listener.
6. What are the objectives of communication?
The objectives of communication would cover various functions- planning,
organizing, staffing, directing and controlling of the organization. They
include:
 to provide information
 to educate a person
 to motivate individuals
 to integrate business activities
 to relate information
 to promote healthy business relations
 to entertain business
 to suggest ideas and
 to facilitate decision-making.
2
7. What are the components and functions of communication
process?
Communication process takes place within a communication environment,
which is also called communication context or frame of reference. The
components and functions / nature are:
 Sender (Encoder) – selects, composes
 Message - Verbal / Non-verbal / Combination
 Channel – Oral / Written
 Receiver (Decoder) – identifies, comprehends, interprets
 Response and Feedback - Verbal / Non-verbal / Combination.
Communication is based on the idea of respect, promises and the want for
social improvement.
8. What are the different types of communication?
Communication can be defined as exchange of data, ideas, etc., from one
person to another. There are various types of communication namely,
 Personal communication
 Business communication
 Internal communication
 External communication
 Upward communication
 Downward communication
 Formal communication
 Informal communication
 Mass communication
 Global communication
 Lateral communication
 Interactive communication
 Social communication
 Grapevine
9. Distinguish between Formal and Informal communication.
Communication is a process by which information is transmitted between
individuals in an organization.
Formal communication generally follows a well-defined hierarchical Pattern
and periodicity. It works in large closely-knit organizations.
Ex: Meetings, business letters, circulars, etc.
Informal communication takes place in an unstructured manner and outside
formal forums. It works in smaller loosely-knit organizations.
Ex: Chats, conver
sation, gossips, etc.
10. Differentiate Internal and External communication.
Internal communication is communication within the organization. It is seen
while communicating with,
 superiors
 subordinates
 various departments
3
 colleagues
Ex: Memo issued to a subordinate by the manager.
External communication is communication with external agencies- both
Government and Private. It is seen while,
 dealing with Government agencies and departments
 Interacting with customers
 Dealing with Public
 Communicating with press
 Handling suppliers
Ex: Filing of tax returns to the Income Tax department.
11. Distinguish between Upward and Downward communication.
Upward communication refers to the flow of information from lower levels to
the higher levels within an organization, such as messages containing
information, request, report, proposal and feedback (suggestions /
recommendations). It occurs less frequently than downward communication.
Ex: Subordinate applying for leave.
Downward communication refers to the flow of information from the superior
to the subordinate. In general, messages that flow through downward
communication channels comprise information, instructions, directions, and
orders i.e., messages instructing subordinates what they should be doing.
When the message flows down several hierarchical levels, it becomes less
accurate.
Ex: Superior instructs subordinates.
12. Distinguish between Horizontal and Vertical communication.
Horizontal communication flows between people of the same “level” in a
business– usually in the same department, but sometimes communication
between peer level employees of different departments. It is normally used
to co-ordinate work.
Ex: Accounting staff in different departments share information to help
prepare the annual budget on a consistent basis.
Vertical communication flows from higher levels to lower levels, from lower
levels to higher levels, from the top level to all other management and
employees. It is mainly used for
 Reporting information (ex: results, plans) and
 Obtaining feedback (ex: an employee survey summarized for the
Board of Directors).
13. Distinguish between Lateral and Spiral or Circular or Diagonal
communication.
Lateral communication proceeds in a horizontal manner and takes place
among equals and at peer level. There is no hierarchical level difference in
this communication.
Ex: It takes place between one Branch head and the other, between one
Division head and the other.
Spiral or Circular or Diagonal Communication refers to the flow of information
between persons who belong to different levels of hierarchy and who have no
4
direct reporting relationship. It is used to quicken the information flow,
improve understanding, and co-ordinate efforts for the achievement of
organizational objectives.
Ex: Management circulating a copy of a new bonus and incentive scheme
among all the employees.
14. What is Miscommunication?
Miscommunication takes place when the message received is not the same
as the message sent. It refers to serious shortcoming of the encoderdecoder account of human communication. Shortcomings or barriers may
arise because of several reasons causing failures in communication. Some
significant causes are:
 Organization structure
 Difference in status
 Lack of trust
 Closed communication climate
 Incorrect choice of medium
 Information overload
 Message complexity
 Message Competition
 Unethical communication
 Physical distractions.
15. What are Postures?
Posture refers to the way we conduct ourselves in front of an audience- the
way we sit, stand or move. In a nutshell, posture is indicative of attention,
involvement, relative status between persons, and the degree to which
another person is liked. Posture can also reveal the intensity of emotional
states. It is almost always studied in conjunction with other kinds of nonverbal communication behaviour.
Ex: Crossed arms - defensive
Uncrossed arms - willingness to listen.
16. What are the forms of non-verbal communication?
Non-verbal communication includes all unwritten and unspoken messages
both intentional and unintentional. This may be facial expressions, eye
contacts, tone of voice, body posture and motions and positing within the
groups. There are four main forms of non-verbal communication namely,




Conscious - The sender is aware of sending the message and also
aware of the general meaning of the message.
Subliminal - The messages are communicated to the subconscious
mind of the receiver.
Involuntary - The sender is not aware that they communicate nonverbally.
Voluntary - The message can be controlled by a knowledgeable person
who is willing to convey his message.
5
17. What are the characteristics of human voice?
The voice is an extraordinary human instrument. People from different walks of
life recognize that the human voice communicates something beyond language.
Paralanguage refers to all vocally produced sound that is not a direct form of
linguistic communication. There are few characteristics which play a vital role for
human voice. They are:
 Tone (direct, loud, harsh, soft, gentle, sharp)
 Inflection (spread-narrow)
 Pitch (high-low)
 Intensity(loud-soft)
 Articulation(precise-imprecise) and
 Rhythm (smooth-jerky).
18. What are Gestures?
Gestures are actions. In other words, the term refers to the movement of the
parts of body to express or elaborate some messages. Gestures can be
broadly classified into two categories:
 Conscious gestures
- Emblematic gestures
- Propositional gestures
 Spontaneous gestures
- Iconic gestures
- Metaphoric gestures
- Deictics and
- Beat gestures.
19. What is ‘Dysfluency’?
A ‘dysfluency’ is any break in fluent speech. Dysfluencies heard in the speech
of normal speakers include silences, fillers, hesitations, whole word and
phrase repetitions, and revisions. Dysfluencies that are more characteristic of
stuttering include sound or syllable repetition, prolongations and blocks.
Ex: A subordinate begins to stammer saying ‘Everything is fine’ sounding
nervous or doubtful- as if everything is not fine and being afraid that the
truth would be discovered.
20. What is ‘Grapevine’?
Grapevine is a kind of informal communication that prevails in organizations
and businesses. The ‘Grapevine’ is so-called, as, it follows no setlines and no
set direction. It spreads by way of gossips rumours. It travels through
informal networks and quite travels faster than the formal messages. The
different patterns of grapevine are:
 Single strand
 Gossip
 Probability and
 Cluster.
6