Communication

The word communication derived from the Latin word

communicare that means to impart, to participate, to share or to make
common. It is a process of exchange of facts, ideas, opinions and as a
means that individual or organization share meaning and understanding
with one another. In other words, it is a transmission and interacting
the facts, ideas, opinion, feeling and attitudes.
Role of communication if business
The term business communication is used for all messages that we
send and receive for official purpose 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.
: A business Organization is a group of people associated to earn
profit. Various kinds of activities have to be performed by the people
of an organization so as to earn profit. These activities need an
effective and systematic communication. Without efficient
communication, one can not even imagine to do work and hence will
be unable to earn profit. Since the aim of business organization is to
earn profit, the organization will die without profit and this death is a
result of the absence of communication. This is why communication is
called life blood of a business organization.
The success of any business to a large extent depends on efficient and
effective communication.
Communication is the life blood of any organization and its main
purpose is to effect change to influence action. In any organization the
main problem is of maintaining effective communication process. The
management problem generally results in poor communication.
Serious mistakes are made because orders are misunderstood. The
basic problem in communication is that the meaning which is actually
understood may not be what the other intended to send. It must be

realised that the speaker and the listener are two separate individuals
having their own limitations and number of things may happen to
distort the message that pass between them.
Internal Communication

Internal communication denotes a type of

communication within the organisation. This is also
known as inter-communication. When the intercommunication takes place between the employees of
the same department, it is called inter-departmental
communication and when it takes place between the
employees of different departments of the same
organisation,
it
is
called
infra-departmental
communication.
The
internal
communications,
includes letters, memos, notices, instructions and
orders.
The communication between the organisation and the
outsiders is called external communication. External
communication is needed for smooth conduct and the
progress of the business. This form of communication
takes place through personal visits, telephones and
postal services. The external communication includes
acknowledgement, enquires, tenders, meetings,
conferences and notices.

When people within the organization communicate with each other,

it is internal communication. They do so to work as a team and realise
the common goals. It could be official or unofficial. Modes of internal
communication include face-to-face and written communication.
Memos, reports, office order, circular, fax, video conferencing,
meeting etc. are the examples of internal communication.
When people in the organization communicate with anyone outside
the organization it is called external communication. These people may
be clients or customers, dealers or distributors, media, government,
general public etc. are the examples of external communication.
THE COMMUNICATION PROCESS/CYCLE
The transmission of senders ideas to the receiver and the receivers
feedback or reaction to the sender constitute the communication cycle.
The process of communication begins when one person (the sender)
wants to transmit a fact, idea, opinion or other information to someone
else (the receiver). This facts, idea or opinion has meaning to the
sender. The next step is translating or converting the message into a
language which reflects the idea. That is the message must be encoded.
The encoding process is influenced by content of the message, the
familiarity of sender and receiver and other situation of factors.
After the message has been encoded, it is transmitted through the
appropriate channel or medium. Common channel in organization
includes meetings, reports, memorandums, letters, e-mail, fax and
telephone calls. When the message is received, it is decoded, by the
receiver and gives feedback to the sender as the conformation about
the particular message has been carefully understand or not.
ELEMENTS OF COMMUNICATION
The process of communication involves the following elements:

1. Sender or transmitter: The person who desires to convey the

message is known as sender. Sender initiates the message and changes
the behaviour of the receiver.
2.
Message: It is a subject matter of any communication. It may
involve any fact, idea, opinion or information. It must exist in the mind
of the sender if communication is to take place.
3.
Encoding: The communicator of the information organises his
idea into series of symbols (words, signs, etc.) which, he feels will
communicate to the intended receiver or receivers.
4.
Communication channel: The sender has to select the channel
for sending the information. Communication channel is the media
through which the message passes. It is the link that connects the
sender and the receiver.
5.
Receiver: The person who receives the message is called
receiver or receiver is the person to whom the particular message is
sent by the transmitter. The communication process is incomplete
without the existence of receiver of the message. It is a receiver who
receives and tries to understand the message.
Sender

MessageEncoding Channel

Receiver

Decoding
Feedback
Brain drain
Fig.1.2: The Communication Process

Decoding: Decoding is the process of interpretation of an encoded messa

dable meaning. Decoding helps the receiver to drive meaning from the message.
Feedback: Communication is an exchange process. For the exchange to b
mation must go back to whom from where it started (or sender), so that he can know the rea
The reaction or response of the receiver is known as feedback.
Brain drain: On whole process there is a possibility of misunderstandings
led brain drain. It may arise on sender side if they do not choose the adequate medium for
by using default channel and it may also arise when receiver does not properly decode the messa
can say that it is breakdown of cycle at any level.

TYPES OF COMMUNICATION
Communication can be classified as below:
1. Verbal Communication
2. Non-verbal communication
(1)

Verbal communication
Verbal communication happens through the use of words. It
must be understood that communicator has to depend on the
language that has been designed, developed and propagated by
humans. As a result, it suffers from a lot of limitations despite
the fact that some languages of the world are very developed
and command a vast vocabulary.
Verbal Communication, in turn, can be further divided in to two
groups:
(i) Oral Communication
Oral communications are the messages that come through
words, phrases and idioms from the mouth of the speaker.
His appearance, mannerism, body language and the way
he throws his voice can make significant difference in
impacting the audience, their attitude and performance.
It is a very convenient form of expression and
presentation. It is almost instantaneous, quick and least
expensive.
(ii)

Written Communication

This requires preparation and can be thought out properly

before committing in writing. It takes time and is
expensive. However, it is more accurate and is the norm
for technical, legal and most diplomatic communications.
With increase in the size of organizations, their complexity
and dynamism, many a times written communication is the
only way to communicate. With technological
advancement in our ability to send / receive emails, fax
messages, short messaging service (SMS) on mobile

phones, instant messaging etc, written messages have

become very common and popular.
Ability to send online reports across continents has won
the race against time and distance. It is significantly
influencing the way people shall do business in the twentyfirst century.

(2)

Non-verbal communication

Non-verbal communication uses signs, signals, gestures, expressions

and sounds.
The non-verbal communication has changed the way we look at the
subject of communication. We seem to be communicating all the time
through gestures, expressions, sounds, signs and signals.
Every one can recall the personal experience they would have gone
through when they had to ask for a favour from mother, father, elder
brother or even boss. When they went to speak to the person on the
appointed date and time, one quick look at the person made them
change their mind, thinking that the day and time was not propitious
for seeking favour because of the mood he was emoting. The
interaction would have been very upsetting but they could avoid it
because they could observe from the body language of the person that
the response would not be favourable.
Similarly, it is said that we emote even when we are asleep! We have
also read a story in Mahabharata that Abhimanyu, son of Arjun, had
picked up the art of entering a kind of warfare known as Chakarvyu
while in the womb of his mother. It has been thought to be rather
unbelievable phenomenon. The recent advances in medical history
confirm that a child has already well developed five senses and mind
as early as the seventh week of its conception when even mothers
may not have become aware of their pregnancy!
Another thing students must appreciate is the body language is not
man-made; it is
Gods own creation. Studies are directed to observing those gestures,
expressions, sounds etc and record their meaning for its students to
understand the language. Body language rarely lies and if one can
master it, it will propel them on fast track to become good
communicators.
Another well-known story common in India is that good vaids of
ayuvedic medicines were able to diagnose the type of ailment from
the feel of the pulse and general examination of their patients!

Q. Explain in detail verbal and non verbal communication?

Ans: VERBAL COMMUNICATION: Verbal communication means
such a communication
that takes place by means of a language or words. It includes the
following contents.
a. Oral communication (Speaking & listening)
b. Written communication (writing & reading)

Interpersonal communication
Interpersonal communication is the process by which people
exchange information, feelings, and meaning through verbal and nonverbal messages: it is face-to-face communication.

Interpersonal communication is not just about what is actually said the language used - but how it is said and the non-verbal messages
sent through tone of voice, facial expressions, gestures and body
language.
Inatrapersonal communication
Inatrapersonal communication is the communication within an
individual. The communication occurs within one's mind or when an

individual talks to him or herself when nobody is around.

Intrapersonal communication can aid in helping an individual become
more social, like a pat on the back and saying that 'you can do it'.

11
Q. What are the four basic organizational plans? Prepare brief
outlines for each of these plans.
Ans: BASIC ORGANIZATIONAL PLANS:
There are four basic organizational plans:
(i) Direct request,
(ii) Good news
(iii)Bad news and
(iv) Persuasive request.
The first two use the direct approach and the last two, the indirect
approach.
Direct (Deductive Approach:
The direct approach is used for direct request and good news plans,
because the message is
easily understandable and considered favourable or neutral. Under
this approach the message

begins with the main idea or good news and necessary explanatory
details follows in one or
several paragraphs. The message ends with an appropriate friendly
paragraph. Thus a direct
approach has three parts shown in the following out lines for Good
News and Direct Request
plans.
Good News Plan Direct Request Plan
01. Good News or main idea:
a. Request, Main statement or question.
01. Main Idea:
b. Reason(s) if desirable.
02. Explanation:
a. All necessary and desirable details.
b. Resale material (Favourable
information about a product or
service has already bought or is
planning to buy).
c. Easy reading devices.
d. Sales promotion material
(suggestions for additional
products or services the customer

may find useful).

02. Explanation:
a. All necessary and desirable details.
b. Numbered questions if helpful.
c. Educational Material.
03. Positive Friendly Close:
a. Appreciation
b. Clear statement of action desired,
if any.
c. Easy action.
d. Dated action when desirable.
e. Willingness to help further.
f. Reader benefit.
03. Courteous close with motivation to
action:
a. Clear statement of action desired.
b. Easy action.
c. Dated action when desirable.
d. Appreciation and goodwill.

Indirect (Inductive) Approach:

The indirect approach is used for persuasive requests and bad news
plans, because the receiver
is expected to resist and react unfavourably. Under this approach the
message does not begin
with the main idea or bad news. Instead it begins with some relevant
pleasant or neutral
statements followed by adequate explanations, before introducing the
unpleasant idea. Here
also the message ends with appropriate friendly or sympathetic words.
Thus an indirect
approach has four parts shown in the following outlines for Bad-news
and Persuasive-Request
plans.