What is Communication?

The transmission of any meaningful message is communication .Communication is an integral

part of human existence. It contributes enormously to the success and failure of any human
activity. Communication is essentially the ability of one person to make contact with another and
to make himself understood. Since man is a social animal, it is vital that he express his feelings
and emotions, receive and exchange information. It is here that communication comes into play.
Defining Communication
The word com is derived from communis (Latin) meaning common. It stands for a natural
activity of all human beings to convey opinions, feelings, information, and ideas to others
through words (written or spoken), body language or signs.
According to Anderson Communication is interchange of thoughts, opinions, or information, by
speech, writing or signs.
According to Allen Communication is the sum of all things one person does when he wants to
create understanding in the mind of another. It involves the systematic process of telling,
listening and understanding.
According to Haimann, Communication means the passing of information from one person to
another. It is the process of importing ideas and making oneself understood to others.
Newman and Summer define communication as an exchange of facts, ideas, opinions or
emotions by two or more persons.
To sum up, communication is the process of passing and understanding information
from one person to another, i.e. the person to whom the message is transmitted understands
it in the same sense in which the sender of the message wants him to understand it.
According to Harold D. Laswell, a convenient way to describe the act ist to answer the following
questions:
Who

Communicator

Says What

Message

In Which Channel

Medium

To Whom

Receiver

With What Effect

Reaction

Characteristics of Communication/ Nature of communication

The following are the main characteristics of communication.

Communication is a continuous process.

It is the interchange of information.

It involves mutual understanding
It creates response or reaction
It is a universal function
It is a social activity.
Further reading: Rao and Das, Himalaya Publishing House.

Objectives of communication in an organisation:

1.
2.
3.
4.
5.
6.
7.

Information sharing
Feedback
Control
Problem-solving
Decision making
Facilitating exchange
Group building

Further Reading: Management principles and practices, Parag Diwan

Elements of Communication
The process of communication involves seven major elements. These elements aresender, message, encoding, channel, receiver, decoding and feedback.

Source
As the source of the message, you need to be clear about why youre communicating, and
what you want to communicate. You also need to be confident that the information youre
communicating is useful and accurate.

Message

The message is the information that you want to communicate. It can be verbal or nonverbal.
Encoding
This is the process of transferring the information you want to communicate into a form that
can be sent and correctly decoded at the other end. It involves converting thoughts into
suitable words, pictures, charts and symbols.
Channel
Messages are conveyed through channels, with verbal channels including face-to-face
meetings, telephone and videoconferencing; and written channels including letters, emails,
memos and reports.
Decoding
Decoding means attaching some meaning to the message. Just as successful encoding is a
skill, so is successful decoding (involving, for example, taking the time to read a message
carefully, or listen actively to it.)
Receiver
Receiver is the person who receives the message. The receiver has to perform three
functions- receiving the message, decoding the message and understanding the message.
Feedback
It means the return of communication from the receiver to the sender. Feedback includes as
verbal and nonverbal reactions to your communicated message.
Context
The situation in which your message is delivered is the context. This may include the
surrounding environment or broader culture (corporate culture, international cultures, and so
on).
Seven Cs of communication
Effective Communication or Characteristics of Successful Communication
According to Francis J Bergin there is 7 Cs applicable to effective communication. These are
the elements of good business communication. The seven Cs are:Clarity: Your messages need to be clear if they are to be effective.
Conciseness: If you want your messages to be read by busy people, make them brief. Say
what you need to say, and say no more (while maintaining goodwill, of course). Remove all

words phrases and sentences that serve no purpose. You can also eliminate wordiness by
substituting one word for wordy, overused expressions.
Concreteness: You have a choice in your writing to use concrete (specific) or abstract (vague)
words. They both have a place in business writing. However, concrete terms are typically more
accurate and, in some cases, more believable.
Correctness: Correctness in business writing includes spelling, grammar, punctuation, and
format. For spelling, punctuation, and grammar, you should keep a dictionary and a writer's
guide at your desk.
Candidness: in business transactions, our view of a matter should be honest and sincere. We
should speak and listen without prejudices and bias.
Completeness: Check to be sure that your message is complete. Have you included all the
information you need to ensure that the other person can do a complete job or make a
reasonable decision?
Courtesy: Your message should be positive-building goodwill and focused upon the reader.
Watch gender specific language and always use proper titles.

Business Communication or
Importance of Communication in Business
Communication is the lifeblood of an organization. If we could somehow remove communication
flows from an organization, we would not have an organization.
It is needed for:

Exchanging information

Exchanging options

Making plans and proposals

Reaching agreement

Executing decisions

Sending and fulfilling orders

Conducting sales

Factors contributing to the importance of communication:

1.
2.
3.
4.
5.
6.

Size of organisations
Growing importance of human relations.
Public Relations.
Technological advances
Consumerism and globalization
Growth of trade unions

When communication stops, organized activity ceases to exist. Individual uncoordinated activity
returns in an organization. So, Communication in an organization, is as vital as blood for life

Types of Communication
ORGANISATIONAL COMMUNICATION
INFORMATION FLOW OR
DIRECTIONS OF INFORMATION FLOW
A.

ACCORDING TO DIRECTIONS OF COMMUNICATION

Or Dimensions of communication
a) Upward Communication: In upward communication, the information is passed on
from the junior level employees to the management of the company. This enables the
employees to participate in the company's business and policies and give their valuable
inputs. This kind of communication can help the employees gain confidence, and
understand the functioning of the organization better.
Upward Communication is a mean for staff to:
o

Exchange information

Offer ideas

Express enthusiasm

Achieve job satisfaction

Provide feedback

b) Downward Communication On the contrary, in downward communication, the flow

of information is from the top level management to the subordinates. This type of
communication enables the organization benefit from the managerial expertise and
experience of the top level management. However, the management should make sure
that downward communication does not take away the employees freedom of
expressing their views on certain aspects. So, giving some powers to the employees in
spite of having downward communication is essential for growth of the organization.
Downward communication generally provides enabling information which allows a
subordinate to do something. e.g.: Instructions on how to do a task.
Downward communication is needed in an organization to:
o

Transmit vital information

Give instructions

Encourage 2-way discussion

Announce decisions

Seek cooperation

Provide motivation

Boost morale

Increase efficiency

Obtain feedback

Both Downward & Upward Communications are collectively called Vertical

Communication

c) Horizontal/Lateral communication
Horizontal communication normally involves coordinating information, and allows people
with the same or similar rank in an organization to cooperate or collaborate.
Communication among employees at the same level is crucial for the accomplishment of
work. Horizontal Communication is essential for:
o

Solving problems

Accomplishing tasks

Improving teamwork

Building goodwill

Boosting efficiency

d) Diagonal communication

Diagonal or crosswise communication takes place among employees and managers

who are at higher or lower levels. Thus a Marketing Manager may consult the
Advertising Production Chief down the line through the Director of Advertising; or the
Manager of Finance may confer with the Sales Manager or the Retail Sales director two
levels down the hierarchy.
The advantages of diagonal communication are as follows:

flexibility of communication across

speedier transaction of business;

a certain degree of informality which

offer

easier organization of formal and informal meetings involving different levels

such meetings are attended by workers at all levels and may be held informally at a
strictly hierarchical downward flow, lunch or tea time: and they limitations of
hierarchy.

a strictly hierarchical downward flow cannot

Diagonal Communication sometimes has the disadvantage of slackening control and this may
encourage adverse grapevine.
B.

INTER PERSONAL COMMUNICATION

ACCORDING TO CHANNEL OR MEDIUM (WAY OF EXPRESSION)

Or FORMS OF COMMUNICATION
Business communication can be classified according to the medium or means of
communicating. The basic forms of corporate communication are:
1. Verbal Communication
a. Oral communication
b. Written communication
2. Non- verbal communication
a. Sign language
b. Body language

1. Verbal Communication: Any communication using words is verbal communication. All

serious or formal communication is usually in words. Words can be written or spoken, so
verbal communication can be both oral as well as written communication.

a) Oral communication: it is the interchange of verbal messages between the sender and
receiver. It is more natural and informal. In business every manager need to learn oral
communication skills to converse or discuss persuasively, effectively and convincingly.
Objectives/ Importance of Oral Communication in Business.
It forms an important part of every managers job as he is engaged in one of the following tasks:
meetings, discussions, negotiations, seminars, presentations, interviews, peer conversations,
subordinate instructions and telephonic conversation. It also helps:

To resolve conflicts
To help problem solving
To influence people to work together.
To persuade others to be involved in organizational goals
To be assertive without being aggressive
To develop listening skills
To be an effective negotiator
To make a proposal.

Advantages of Oral Communication

Saves time and money

Immediate feedback
Saves paperwork
An effective tool for exhortation
Best tool during emergency
Builds a healthy climate

Disadvantages of Oral Communication

Greater chances of misunderstanding

Ineffective for lengthy communication
Lower retention rate
Lacks validity
Difficult to fix responsibility

a) Written Communication: A message constitutes written communication when it is put in

black and white. It is a formal type of communication. every manager is responsible for
a variety of written communication such as replies to clients, enquiries, memos,
proposals for contract, formal or informal reports to initiate action and so on.
Principles of effective Writing:

Accuracy
Brevity
Clarity

Advantages of Written Communication

Precision and Accuracy

Easily verified
Permanent record
Suitable for lengthy and complicated messages
Responsibility can be easily fixed
Legal validity

Disadvantages of Written Communication

Slower method of communication

Too much of paperwork
No flexibility
Literacy essential
Costly in terms of money and manpower
Possibility of ambiguity

Non-Verbal Communication
Communication which is not in words but involves things such as gestures, postures and
physical appearance constitutes non- verbal communication. It generally involves all bodily
movements. Non-verbal communication is classified in two different ways:
a) Sign language: Sign language includes both visual and audio signs.
b) Body language: also known as Kinesics includes body movements, facial expressions,
gestures etc.

C.

ACCORDING TO THE ORGANISATIONAL STRUCTURE

FORMAL AND INFORMAL COMMUNICATION

Formal Communication:
Formal communication is normally controlled by people in positions of authority in an
organization, all the reports, records and all other forms that supply working information to
various parts of the organization are included in formal communication. A good business
organization will ensure that the formal channels of communication are properly planned and
designed to its needs.
Formal lines of communication in an organization comprise:

1. Line relationship: it is that line of authority which sets down the path of communication
from boss to subordinate and vice versa. All official information, orders and instructions
move from seniors to subordinates. Similarly all follow up action, compliance and
execution information and reports move upward from subordinate to boss.
2. Functional relationship: it is the communication that occurs when departments inform
work and other related organizational matters to each other.
3. Staff relationship: it is the communication that supports the line management, marketing
and production. It does not carry the executive authority of line relationship.
Advantages of formal communication
1. Formal communication is more binding and thus more likely to be obeyed as it is official
communication.
2. It is more precise and thus less likely to be misunderstood.
3. It is traceable at all times and can be preserved (with numerous copies available for
distribution.
4. Formal communication establishes responsibility of the sender and receiver beyond any
doubt.
5. Formal communication saves time and effort that would otherwise be consumed in
informal talks, in discussions, and perhaps in arguments.
6. Formal communication avoids the embarrassment of face-to-face contact between the
parties when the subject of communication is sensitive or painful.
Disadvantages of formal communication: Formal communication has also been widely
criticized on the following bases:
1. It is too rigid, in that it limits information within the department to that sanctioned by the
chief or supervisor.
2. It follows a classic format commonly referred to as "bureaucratic jargon," the cautious
phraseology of which is not conducive to true understanding and often serves
to obscure the real meaning of a communication.
3. It fails, in most cases, to identify the reasons behind the message; and this lack
of explanation can be very frustrating to the recipient.
4. It is costly in terms of secretarial effort, reproduction costs, and delivery time.
5. It smacks of authoritarianism, since orders descend to a much greater extent than
reports and feedback ascend to leadership positions (and since social matters are
seldom mentioned).
6. It fails to motivate employees, since it is usually impersonal and fnal.
7. It often underestimates the intelligence of recipients by focusing on elementary or trivial
matters.
8. It can be divisive, separating personnel into "recipients" and "non recipients."

Grapevine or Informal Communication:

Advantages of informal communication: Proponents of informal communication advocate its

use for the following reasons:
1. Informal communication is less official and less intimidating. It can therefore enhance
the flow of new ideas and plans without the fear of ridicule or punishment.
2. Informal communication is personal, which imbues it with the enthusiasm and zeal of
the participants rather than dry, bureaucratic logic.
3. Since it is usually verbal, informal communication allows both parties to discuss and
explore the hidden dimensions of organizational matters in a two-way communication
pattern.
4. Informal communication can be a convenient way of explaining to workers why the
department operates as it does. It promotes disclosure of underlying motives and
pressures through an atmosphere of free, yet discreet, discussion.
5. Informal communication can refute rumors and put an end to gossip that can otherwise
sprout up in a formal environment filled with unanswered questions.
6. Informal communication can unite workers and foster a spirit of camaraderie based on
the discovery of shared concerns and interests.
7. Informal communication can pave the way for a harmonious relationship between
officers and their superiors, and can thus promote cooperation based on mutual
understanding and concern.
Disadvantages of informal communication: On the other hand, informal communication is
not a panacea for all organizational ills. Opponents of informal communication make the
following
arguments
against
its
use:
1. It is too loose and therefore difficult to define or apply systematically.
2. It can result in the spread of inaccurate information and half-truths. If carried to an
extreme, it can result in second- and third-hand information being presented as original,
factual, and trustworthy.
3. It can lead to the indiscriminate disclosure of classified information.
4. It is too often emotional or laden with sentiments which can distort or change its
meaning.
5. Because it is verbal, it is hard to trace when an inquiry becomes necessary.
6. Its social advantages are questionable, since it is only as constructive as the participants
make it.
The Right Mixture: The most useful method of communication is one based on an appropriate
mixture of formal and informal communications. While there is no magic formula for arriving at
this mixture, a proper blend can be achieved by intelligent leaders intimately familiar with the
environment of the department and the needs of its personnel. For instance, formal
communication could be limited to official business and presented in meaningful, trustworthy
language. Informal communication could then be used as a supplement to the formal method,
for the purpose of reassuring workers, maintaining their interest, improving their attitudes, and
deepening
their
commitment
to
the
department.

OBSTACLES/ BARRIERS IN COMMUNICATION (IN DETAIL)

The ideas and messages have to reach from the transmitter to receive in the same sense. If it
does not happen, it is on account of barriers in communication. The most commonly found
barriers in the commn process are listed below.
I.

Semantic Barriers
Semantics is the science of meaning. It is contrasted with phonetics, the science of
sounds. It is related with the coding and decoding of the message.

II.

a. Words having multiple meanings: sometimes in our conversation, we use several

words, which have the same pronunciation but are having different meanings like
sight, site, cite etc. In verbal communication, a particular word may have a variety of
meanings. For example the English word round has 110 diff meanings.
b. Badly expressed language: Lack of clarity and precision makes the message badly
expressed. Lack of coherence, sentence structure, jargons are common faults.
c. Wrong interpretation: Whenever one interprets a symbol, his understanding may
differ with others. The word kaka means uncle in one part of the country but small by
in other part of the country. As inferences can give wrong signals, more info should
be sought to clarify doubts.
d. Unclarified assumptions: Sometimes, the sender may send info with specific
meanings and assumptions to the receiver. Though a message appears to be
specific, its underlying assumptions may not be clear to the receiver.
e. Specialist language: It is often found that technical personnel and special groups
tend to develop a special, peculiar and technical language of their own. This
increases their isolation from others and builds a communication barrier
Emotional or Psychological Barriers:
It depends on the emotional or psychological state of both the parties involved.
a. Selective perception: The receiver may make a world of his own around himself. He
projects his interest and expectations as he decodes the message. He may only take
that piece of info, which may suit his wolsd of thinking. As a result, the person
acquires incomplete and inappropriate info. It may also lead to premature evaluation
(mentioned by Rogers and Roethlisberger in 1952)
b. Halo effect: People do not listen carefully because of impressions based on earlier
encounters. Even one of the parties having an halo effect may disrupt the flow of
commn.
c. Status relationship: People in higher positions tell a lot to their subordinates but are
not ready to listen. When people do not listen effective communication is not
possible.
d. Poor retention: About half the info, if not properly retained, is lost. The sender may
suffer from such a problem. It is said that 30% of the info is lost in each oral
transmission.

III.

e. Inattention: The preoccupied mind of the receiver and the reluctant non-listening one
are one of the major psychological barriers. It is because of this people do not react
to ideas or messages received in commn.
f. Undue importance to written word: Written word is no substitute for sound face to
face relationships and that employees cannot be persuaded to accept companys
view points and policies through slick easy to read, well illustrated publications,
unless there is a fair degree of mutual trust and confidence between the organisation
and its employees. Written word often tells what is to be done but not why it should
be done. It lacks the persuasive way.
Organisational Barriers:
Following are the organisational barriers in communication.

a. Organisational policy: Every organisation has a policy, written or implied, regarding

communication, which acts as an overall guideline to everyone in the organisation
regarding how he is expected to behave in this matter. If it the policy is not supportive
to the flow of communication in different directions then the communication flow
would not be smooth and adequate.
b. Organisational Rules and Regulations: The rules and regulations of the organisation
vary widely from one organisation to another. They may be so rigid that they may
influence the flow of info in the wrong direction..
c. Status relationships: The status, power and position relationship acts as a hurdle.
Individuals may not say what they wish to say because of the fear of the position and
power of the other party.
d. Complexity of organisational structure: The complex hierarchical structure with many
managerial levels may lead to delay of communication. The chances of
communication getting distorted are more if the number of filtering points is more.
e. Lack of cooperation between superior and subordinate: There may not be proper
communication between the superior and subordinate for personal and
organisational relatiotionships, which may lead to improper communication in the
organisation.
IV.
Barriers relating to superior-subordinate: for and organisation to work effectively both the
superiors and the subordinates must ensure a free flow of communication. There are
barriers emanating from both superiors and subordinates
A. Barriers emanating from superiors:
a) Lack of time for employees: superiors feel, whether correct or otherwise, they are
overloaded with work and they have little time to talk with their subordinates.
b) Ignoring communication: sometimes superiors consciously and deliberately ignore
the communication from their subordinates to maintain their importance.
c) Lack of confidence in subordinates: they generally perceive their subordinates to be
less competent and capable.
d) Fear of challenge to authority: Comes from fear of losing power or control.
e) Insistence on proper channel: superiors do not like any bypassing in communication,
which may sometimes be necessary. They perceive it to be challenge to their
authority
f) Lack of awareness: Sometimes, superiors may lack the awareness about the
significance and usefulness of communication.

g) Information overload: due to extra info provided by the employees, they may miss
some imp information, which ultimately acts as a barrier of communication
B. Barriers among subordinates:
a) Unwillingness to communicate: There may be no interest in the part of subordinates
to have a dialogue, discussion and interaction with their superiors
b) Lack of incentive: Sometimes lack of incentive obstructs the flw of information. It
happens especially in case of upward communication.
c) Lack of trust and cooperation: Lack of cooperation and mutual understanding leads
to hiding of information from each other
d) Fear of penalty: If a subordinate feels that because of free expression and upward
communication he will face some type of penalty, there is apossibility that he may not
provide full or correct message to the superior.
Bibliography:
Communication Skills, Rao and Das, Himalaya Publishing House
Management Principles and Practices, Parag Diwan, IMT Ghaziabad

HOW TO OVERCOME THE BARRIERS IN COMMUNICATION

Refrence: p 38-40, Communication Skills, Rao and Das, Himalaya Publishing House
1. Fostering good relationships between the employer and the employee
2. Coordination between superior and the subordinates: There should be good and
proper coordination and cooperation between the superior and the subordinates for
effective communication.
3. Avoid technical language: the specialist language should be avoided. There should be
all efforts to use the language commonly understood by the receiver.
4. Feedback: The selective perception of the receiver should be minimized through proper
feedback. The drawback of selective perception should be explained to minimize the
barriers.
5. Accuracy: There should be accuracy in the message to be transmitted between the
parties to the communication to improve its effectiveness.
6. Minimize semantic problems: The message to be transferred should be clear, precise,
accurate and without any ambiguity. People use either the same word in different ways,
or different words in the same way. There are 15 meanings of the word charge in the
English language.
7. Proper communication channels: If one wants immediate action from the receiver,
there is no need to send a lengthy discussion report. One could probably pickup the
telephone or g to his office to tell him what to do. One picture is worth a thousand words,

and in the age of computer graphics, the info can be produced more quickly in this way
too.
8. Communication of organisational philosophy: The organisational philosophy should
be properly communicated to its employees so that they give proper attention to their
day to day communication.
9. Flat organisational structure: The organisation should have clear cut and simple
organisational structure. Flat structure is better than tall hierarchical structure to avoid
excessive control of information.
10. Division of labour: There should be proper division of labor between persons in order
to reduce information overload and prevent delay in information transfer.

WRITE SHORT NOTES ON:

Communication Barriers or Bottlenecks in Communication
A "communication barrier" or "a barrier to communication" is anything that interferes with the
transfer of intended information from a sender to a receiver. This can include anything from
static on a radio, preventing the listener from hearing the program, to a third party interfering in
a conversation between two people.
The communication barriers can be classified as under:
1. Mechanical barriers: it refers to medium distortions. Some examples of mechanical
barriers are- a poor telephonic connection, electricity breakdown, poor printing quality,
atmospherics on radio or TV, especially in cloudy weather.
2. Physical barriers: background noise, distance act as a physical barrier
3. Psychological barrier: it includes hindrances such as age and educational level of the
listener, gender barriers, an instable mind, emotional state of a person, ones prejudices,
personality etc are examples of psychological barriers.
4. Semantic barriers: it includes badly expressed message, faulty translations, use of
technical jargons, inadequate vocabulary etc.
5. Cross-cultural barriers: it includes social status, economic position, cultural
background, political beliefs and ethics and values.

External Communication

External communication is when the company employees or officials get in touch with
people outside the organization for the purpose of business expansion. The main advantage
of such type of communication is that the management gets to know what are the
expectations of the customers/clients in the market, and what the competitors are offering.
With this information, the existing product range can be improved and new products can be
developed and introduced. External communication leads to better;
o

Sales volume

Public credibility

Operational efficiency

Company profits

It should improve
o

Overall performance

Public goodwill

Corporate image

Ultimately, it helps to achieve

o

Organizational goals

Customer satisfaction

A company regularly interacts with its external environment which consists of.

Communication Networks
There are different patterns or networks of communication, each of which has its own
characteristics. The structure of the network influences speed and accuracy of message
handling, and performance and motivation of the participants. Some of the most common
structures
are
shown
below:

Fig:
Communication Networks

3.2

Wheel Network: If you are in a wheel network, information flows from one central member of the
group to the rest of the members. Other group members may not have to communicate with
each other to perform well. An example would be a group of independent makeup consultants
who report to one regional mentor. The independent makeup consultants do not need to interact
with one another in order to perform. Wheel networks do not exist in teams, since teams signify
intense interaction between all members of a group.
Chain Network: If you are a part of a chain network, members communicate with each other in
a pre-planned sequence. An example of a chain network is an assembly-line group. In an
assembly line, employees only communicate with those whose work precedes or follows their
own. Like wheel networks, chain networks do not exist in teams.
Circle Network: If you are in a circle network, members communicate if they share something
in common, such as experiences, beliefs, areas of expertise, background or office location. For
example, the people who you may informally socialize with in your office area may be a part of
your circle network. Circle networks are not described as teamwork.

All-Channel Network: An all-channel network is found in teams. Teamwork is characterized

with high levels of intense communication. Each team member communicates with every other
team member. Information flows in all directions. Computer programs are often utilized to
maintain effective communication in teams due to their efficiency.
Y-Pattern: The y pattern is slightly less centralized two persons are closer to the centre of the
network.
Audience Analysis
In order to send a meaningful communication, the sender nedds to know the audience he is
dealing with. To know the audience is to know what motivates them.Acoording to the modern
researchers there are five types of audiences:
a. Primary Audience: this is the audience that decides the fate of the communicationwhether to act or not to act on it.The housewife who selects the washing soap is the
primery audience for it.
b. Secondary audience: These are the people who comment on the message and
implement the decision once it is taken. The husband who byes the soap from the
market is the secondary audience.
c. Initial audience: This is the person or persons who first receives the message and then
pass it on to someone else to deal with it.
d. Gatekeeper audience: these are the people who have the power to stop the message
before it reaches the addressee, The secretary to chairman is a gatekeeper audience.
e. Watch dog audience: this includes all alert bystanders who see a message conveyed
and, if necessary, react favourably or otherwise. For example, women activists, as a
watch dog audience, may object to some posters.
Corporate communication
Corporate communication is the message issued by a corporate organization, body, or institute
to its publics. "Publics" can be both internal (employees, stakeholders, i.e. share and stock
holders) and external (agencies, channel partners, media, government, industry bodies and
institutes, educational and general public).
Corporate communication takes many forms.within the organization, it works by means of a
house journal and ongoing programmes to improve its managers speaking, writing and
personality. With the outside world, an organization communicates through corporate brochures,
information booklets, press releases, ads etc.
Through effective management of corporate communication

a company earns a good name

attracts good workers as employees
Keeps the existing staff satisfied and growing.
Gets government recognition

Creates a market for its products

Legend:
Flagged topics are important from the examination point of view for both descriptive and
short formats of questioning.
Trivia:
Speak Volumes.Words Optional Tagline of a fashion retail company
Make bridges..not walls around you