EFFECTIVE

COMMUNICATIONS
 TEXT BOOK:
Effective Business Communication
by Herta. A Murphy, 7th Edition
REFERENCE:
Human Communications by Joseph
DeVito
 Effective
Communication in
Business-Ancient
Heritage
Retention After Learning
 COMMUNICATION
The importance to a business of good
communication has been recognized for many
years. In fact without good communication
process a business would struggle to survive in
today’s highly competitive & interconnected
world. Businesses now have a variety of almost
instantaneous communication techniques at
their disposal but the technology will not help if
the message sent is not understood.
If some one achieve the desired level of objective
through communication , we can say that it is
“effective communication”.
E.g. If your communication get the proper
response from the receiver it means that you
effectively conveyed the message.
It’s a process of conveying the
messages. In other words we can say
that two way process for exchange of
information is known as communication.
HOW TO ACHIEVE EFFECTIVE COMMUNICATION?
 Analyze your purpose carefully
 Analyze communication background
 Analyze your audience
 Consider audience’s information needs
 Consider Audience's Technical Background
 Consider Audience's Cultural Background and
Gender
 Consider Audience's Knowledge of the Subject
 Encourage creative and Critical Thinking
GOALS
OF
COMMUNICATION
 THEORIES OF
COMMUNICATION
1.Electronic theory / mathematical theory
2.Social environment theory
3.Rhetorical theory (metaphorical or symbolic)
Electronic Theory / Mathematical Theory
 The electronic theory is helpful because it introduces the i
deas of senders and receivers and of possible
interference.
 It emphasizes one important aspect of
communication: accuracy.
 Its usefulness is limited , people are not machines
 an accurate electronic communication system can be de-
sign but not a human
 One ignores money other important dimensions of
the situation in which we communicate
Social Environment Theory
 According to the Social environment theory of
the social and behavioral scientists;
1. We must consider the situation,
the social context in which we will work.
2. When we work and communicate together, we all 
participate in a social situation
3. Within that situation, each agrees to assume certain 
roles such as "compromiser," "initiator," "or
"encourager" ­ based on our part in the activity.
4.
We each have a certain status prescribed officially, such as 
Our job title
Rhetorical Theory
Third set of theorists add more dimensions to our understanding of
the communication process:
 Communication
is not linear, but circular; not just sending a message to
be received, but producing
a response; not static, but dynamic
 In fact, perhaps the most important difference between business 
communication and other forms
of communication is
this circular quality: your business communication effectiveness 
depends on
the result you achieve
 What do you see?

Now what do you see?

 FORMS OF
COMMUNICATION
1. Internal communication
2. External communication
 Internal
Communication
1. Downward communication
2. Upward communication
3. Horizontal communication
4. Diagonal communication
 Downward
Communication
 Employees get from management
 Motivation/ more efficient
 Show benefits
 Produces more efficient employees
 UPWARD
COMMUNICATION
 Management gets from employees
 Nowadays frank comments are welcomed
 Managers also seek opinions from employees
before making important decisions
 Horizontal
Communication
 Peer to peer communication
 Continues throughout the day
 If effective produces positive results
 Examples: Memos, Teleconferencing, Meetings,
Letters
 Diagonal
Communication
It is a communication that takes place at
different levels in the hierarchy of the
managerial cadre of an organization. It
occurs both ways i.e. from upper level to
lower level management & vice versa.
 External
Communication
WITH OTHER COMPANIES
 Outside company
 Effect on reputation and success
 If effective can win many things to a company

REGARDING PUBLIC
 Social accountability
 Labor unions, groups, govt. org,
 political parties
 Make tactful appearances, speeches, reports
 IMPORTANCE &
BENEFITS OF
EFFECTIVE
COMMUNICATION
 Ancient Heritage For
Communication Principles
 East west, Rome, Greece
 oral communications
 To have full record/ permanent
record messages began to be
written
 Initially for Government
 Theorists then devised rules for
written communications also
ensuring that the info should
move smoothly up & down
 LIFE BLOOD OF
ORGANIZATION
Organization
group of people associated for business,
political, professional, religious, social or
other purposes
People interact and react for different
purposes.
Initiates Business
Transactions
Such is the importance of communication that no
business transaction can be initiated without it.
Whether a company desires to sell its products or
wants to make purchases, it begins the process
by involving in one or the other form of
communication.
Accomplishes
Successful Business
Transactions
No decision can be taken & no plan can be
made without obtaining necessary information
prior to taking any step. It is important to
make communication at all the required levels
to obtain the desired results.
Basis Of Managerial
Functions
All the management functions in
organizations are performed through
communication. Communication is the tool
that enables organizations to perform their
functions.
Builds Better Business
& Human Relations
All business activities are carried out
through organized efforts. Organizing of
efforts asks for co-operation & coordination
that can be had only through better human
relationships…….
 Enhances
Knowledge, Skill
& Experience
Through communication people develop their own sense
of their skills, their abilities, their knowledge, their
competencies & their deficiencies. They learn who they
are, what they are good at, what they need to change
or improve and how people react to how they behave…..