CHAPTER FOUR TYPE OF COMMUNICATION IN ORGANIZATION 5.1.

LEVELS OF COMMUNICATION
Communication is a process of transmission of ideas or message between two points, on that generates message and the other is the destination. Sender of information may have different levels of destination i.e., receiver. Depending on the receiver, communication levels are of different types. They range from personal to public. They are:

Intrapersonal

Interpersonal

Group

Public

Mass communication

Figure: Levels of communication 1) Intrapersonal communication Intrapersonal communication is the internal dialogue occurring within individual brain. In individual can avoid communicating with others but cannot stop communicating himself. At this level, he/she verifies the truth and makes use of logical reasoning before proclaiming discoveries and invention.

It reflects and guides mans regular life and influences his behavior with others. It helps to become aware of ourselves. Intrapersonal communication depends on the persons age, psychological maturity, nature of personality, external environment, the nature of group, his relations, work environment, knowledge of different subject-matters, time to relax, etc. 2) Interpersonal Communication Interpersonal communication implies the communication process between two persons. It results from human bonds, may be among family members, colleagues, social relations, neighbors, peer groups, etc. Interpersonal relations provide framework for building human relations and a strong society, work environment and conflicts free organization. 3) Group Communication It is an association of individual persons engaged in exchange of views of common interest. Group communication is an extension of interpersonal communication. Groups are formal groups such as committees, Board of Directors, quality circles, task force, unions, clubs, etc., which are formed intentionally by the authorities or by the members to achieve specific goals. Informal groups are formed to meet social needs of people either in the work place, and public meeting points etc. It offers moral support, ego, satisfaction, social and spiritual bonds among group members. Group communication is directly responsible for the development of societies, culture, religion, agriculture, trade, etc. It enhances unity, mutual trust, team work and co-operation. 4) Public communication

Public communication is also a group communication, but the size of group is large and the speaker is one or two. This type of communication does not permit conversation between two or more but is one way communication called speech, where the speaker gives speech, addressing a group of listeners. It is face-to-face communication but audiences never get a turn to talk. Public communication was used as a chief instrument to bring religious, political, and social revolutions in the world.

5) Mass communication Mass communication is the process that aims to communicate with a large group of people through mass media, such as television, radio, cinema, internet etc. Mass communication plays a vital role in boosting the image of the business and attracting the customers. However, it receives heavy investment.

5.2. Internal and external communication

An organization for its continuous existence and prosperity must have sound interaction with elements of both its internal and external environment. Hence, communication in an organization can take two forms:5.2.1. Internal communication Communication among the member of an organization is existential for effective function. So each organization approaches internal Communication differently, depending on its particular requirements. In a small business with only five or six employees, much information can be exchanged casually and directly. In a giant organizations, with hundreds of employees scattered around to world, transmitting to right information to the right people at the right time in a real challenge. Whether communicating by phone, e-mail, fax or interoffice memo.
5.2.2. The external communication

Just as internal communication carries information up, down, and across the organization, external communication carries it is and out of the organization. Companies constantly exchange message with customers, vendors, distributors, competitors, investors, journalists, and government and community representatives whether by phone, fax, videotape or letter. Much of this communication is carefully orchestrated and some occurs informally.

5.3. Formal flow of Communication

President

Vice President of Finance

Vice President of Marketing

Vice President of R and D

Vice President of production

Head Accountant

Sales Manager

Director of Advertising & Promotion

Plant Manager

Industrial Sales Director

Retail Sales Director

Special Projector Supervisor

Advertising Production Chief

Downward

Line A Supervisor

Line B Supervisor

Line C Supervisor

Upward

Diagonal Horizontal

1) Downward communication It refers to the flow of communication flow of information from a superior (high level) to a subordinate (lower level). It is the type of vertical communication. It is used to issue orders and instructions to employees. It is also known as downstream communication. The objectives of downward communication are: To give specific directives and instructions about job task. To give information about organization plans, policies, programs, procedures and practices. To give information about the rationale of the job. To inform subordinates about their performance. To provide information which facilitates the achievements of goals It is also used for passing on managerial decision, plans, policies and programs to subordinate down the line for their understanding and implementation. Regular provision of such information to employees helps to create a sense of belonging, a feeling of loyalty to the organization and an active interest in the network. Employees handbook, organizational manual, house journal, annual reports, notices, memos, and committee meetings are the main media of downward communication. 2) Upward communication Upward communication refers to the flow of information from lower levels (subordinates) to higher levels (superiors). It is also a type of vertical communication. It is used by subordinates for transmitting information, ideas, views and requests to their superiors on matters relating to their jobs, responsibilities, etc. it is also used to convey suggestions, grievances, and problems of subordinates to their superiors.

It enables management also to know what is happening throughout the organization. An executive can know the outcome of his decision and instructions from reliable information from the employees. Upward communication performs the following important functions: It serves as a measurement of effectiveness of downward communication. It provides management with necessary information for decision making. It relieves employees from pressures and frustrations of work situations. It gives the employees a sense of participation. It is essentially participative in nature. 3) Horizontal communication Horizontal communication refers to the flow of information, ideas and opinions between departments or people of equal level in the organizational structure. It is also called lateral communication. The style of horizontal communication may be more informal than the style of vertical communication. It usually serves the following purposes: Co-ordinates among various individuals or departments Solving problems which involve the efforts of various specialists Resolving conflict among various personnel Exchanging information among various employees of the department Promoting social relations among various employees of the organization. 4) Diagonal communication Diagonal communication is also called crosswise communication. It means communication between people who are neither in the same department nor on the same level of organization structure. It cuts cross departmental lines. It is the least used channel of communication.

For example, the cost accountant who is interested in conducting a distribution cost analysis may ask a report directly from the sales representatives submit their report directly to the cost accountant. Such a communication helps to save time and to speed up action. But it may violate the principle of unity of command.

5.4. Informal communication

Informal communication channels are unofficial channels. They are unplanned and spontaneous. Informal channels are among employees to satisfy their personal, social and emotional needs. Informal channels are flexible and unstable. Informal channels are entirely oral. They carry unofficial information about the management policies, plans, work programs, individuals management and such matters related to the organization. The grapevine carries two types of information: work-related and people-related. Grapevine is more active when: There is high organizational excitement, such as policy changes like automation, computerization, etc., or personnel changes. The information is new rather than stale. People are physically located close enough to communicate with one another, and People have trust among themselves.

Characteristics of Grapevine
The following are some of the characteristics of grapevine: 1) Grapevine information is mostly oral. 2) A grapevine is more a product of the situation than it is of the person. For example, one can find grapevine humming with activity during periods of excitement and insecurity, such as during a threat of a lay-off.

3) A grapevine has remarkable speed. Its fast speed makes it quite difficult for the management to stop rumors or to releases significant news in time to prevent rumor information. 4) A grapevine helps management in interpreting its policies to the workers and communicating their reactions and feelings to the management. 5) A grapevine is structure less and information passes through it in all direction. It is dynamic and reacts quickly. 6) It is more flexible. It is much freer and therefore, less distorted.

Types of Communication Network

There are several types of communication networks depending upon the nature of channels and the number of persons involved in the communication process. These are: I) Circle network II) Chain network III) Wheel network, and IV) All channels network I) Circle Network A circle network is a communication system without higher or lower levels. All members are equal status and level on the network. They directly communicate with members on both sides without by-passing the members in between. Such a network offers a wider choice of channels and offers greater satisfaction to employees. But it is very slow, noisy and unorganized. The management as in the case of committees or commissions may such networks for a special purpose or voluntary association of a group of employees to work on a specific task. II) Chain Network A chain network is a typical formal structure, which represent the formalities and works on the principle of bureaucracy of the enterprise. It follows the formal communication path. In the network a member can communicate with a person above him, the superior and below him, the

subordinate. Thus, the chain pattern allows only vertical movement of communication and strictly hierarchical. Massage is passed up and down the chain of authority. This type of network is suitable where the nature of work in organization is simple and routine, and employees are technically not skilled. III) Wheel Network Wheel network has a single central person who communicates with the rest of the network on a one-on-one basis. It is a pattern in which communication flows from one subordinates to another through the manager or superior, who occupies central or important position. Subordinate or communicator on the ends of the wheel cannot communicate directly with each other. They have to transmit information through the person at the center. So there is no horizontal communication. This network facilitates easy decision-making for simple problems. It promises efficiency and speed in communication. It is the faster and most authorized network. IV. All- channel network It is a network, which does not possess any managerial levels or bureaucratic positions. Every member on the network can communicate freely with every person. It is non-directive and free from formalities, conditions and restrictions. It is built and works on the principles of informal communication. It provides high levels of satisfaction to the communicators and builds strong human relations. But there will be delay in decision-making because of too-much unstructured communication. Co-ordination is also not easy. This is also called star network.