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1 INTRODUCTION:

Communication is often considered as an activity only. In actuality, it is a process. The process

of communication includes transmission of information, ideas, emotions, skills, and knowledge.
This is done with the help of symbols, words, pictures, figures, graphs, drawings, and
illustrations, etc.
Again, "communication" is the process by which we understand and in turn try to be understood
by others. It is dynamic, constantly changing and shifting in response to the overall situation.
Therefore, "communication" can be described as "the interchange of thoughts or ideas". This is
also referred as sharing of meaning.
Again, communication is viewed as creation and transmission of information, consisting of
distinctive stimuli, from a source to a recipient.

Speaking about the role of communication in everyday life, one can say that communication is a
system through which the messages are sent, and feedback received. So it is not a one-way
process. Rather it is a two-way process.

1.2 PRESENTATION OF CONTENT:

Communication is a process of transferring a particular information or message from an
information source to a desired, definite or a particular destination. This process also involves
feedback from the receiver. In this lesson, we shall discuss about different aspects of
communication.

When the Indian Parliament passes and the President signs a new bill to curb monopolies in the
market, communication happens. When a computer in Delhi calls up a computer in Tokyo and
transmits a message, communication happens. Communication is the modus operandi of social
and commercial intercourse. It is communication, which gets the world going. It is the lifeblood
of any organization. It is the ability of mankind to communicate across barriers and beyond
boundaries that has ushered the progress of mankind. It is the ability of fostering speedy and
effective communication around the world, which has shrunk the world and made ‘globalization’
a reality.
Communication is at once the cause and the consequence of a powerful world. Development of
varied and sophisticated means of communication over a period of time has brought human
beings across the globe closer and has also facilitated transmission of thoughts and ideas. The
expanse of communication, therefore, is worldwide. And it truly encompasses human life in all
its facets and endeavors. It galvanizes action among individuals, in organizations, in society and
the world community at large. Understanding the power of communication is essential for the
success of any human endeavor.

1.2.2 NEED FOR COMMUNICATION:

Man is a social being. He is a member of society. As a member of society he has to constantly
interact with his fellow beings. He has emotions, feelings, likes and dislikes. He has to give vent
to all these. He needs to convey and let others know what he feels. In other words, whatever be
the environment in which a person is placed, he has to build links, establish relationships and

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have connections. The need for communication arises from man’s desire to express himself in a
meaningful manner.

1.2.1 EXPANSE OF COMMUNICATION:

When a baby sees its mother’s face for the first time, communication happens. When someone
steps out onto a beach and the air touches his nose and the smell of the ocean comes into his
mind, communication happens.

FOLLOWING ARE THE CHARACTERISTICS OF COMMUNICATION:

1. It is a process of passing information and understanding from one person to another.
2. It is a process of transmitting and sharing of ideas, opinions, facts, etc., in a manner that is
perceived and understood by the receiver of the communication.
3. It is a meaningful interaction among people where the thoughts are transferred from one
person to another.
4. Effective communication depends on the ability to listen (receive) and the ability to deliver the
message.
5. The ultimate object of communication is to foster any attitude, which is necessary for
motivation, cooperation and job satisfaction.
6. Communication discourages misinformation, ambiguity and rumours.
7. It establishes and improves the labour-management relationships.
8. Communication is an integral part of the process of adopting change.
9. It is the vehicle by which information relevant to decision is transferred.

1.2.5 IMPORTANCE OF COMMUNICATION:

The importance of communication is business has been widely accepted in recent years and this
can be judged from the following facts:
1. Smooth Running of Organizations: Effective channel of communication facilitates smooth
functioning of any organization. In every type of organizations, whether big or small, private or
public; effective communication plays a vital role. The efficient performance of subordinates
depends on effective communication from the superior at the right time, to the right person and
through the right channel.
2. Right and Quick Decision-making: Communication facilitates the management to take vital
decisions at the right time. Effective communication is very essential for quick and systematic
implementation of the management decisions also. It is the basis of direction and leadership. The
management communicates the organizational policies, rules and procedures to the lower levels
and the feedback conveys the performance.
3. Facilitates Proper Planning and Coordination: Communication also facilitates effective
planning and coordination of activities. One of the important preconditions in planning is to get
the things done and this can be possible through communication. Similarly, coordination
between various groups and activities are very essential for efficient functioning of the
enterprise. Coordination and cooperation depends upon adequate and effective system of
communication at all levels of the enterprise.
4. Maximum Productivity with Minimum Cost: Maximum productivity with lesser cost is the
aim of management. Maximization of the production is to be achieved with minimum friction
and utmost good faith on the part of workers. All the sources of production such as men,

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materials and finance cannot accelerate productivity unless the management motivates the
workers through effective communication of ideas, objectives and programmes of the
organization. Communication thus, becomes a part of education, leadership and guidance
function of the management.
5. Minimizing Organizational Conflicts: Shobhana Khandwala, in her book on Communication
in Industry writes, “Most of the conflicts in business are not basic but are caused by
misunderstanding and ignorance of the facts. Proper communication between the interested
parties reduces the point of friction and minimizes those that inevitably arise. Management at
every work level is primarily charged with the responsibility of seeing that proper procedures
are established for sympathetic interchange of information between all parties concerned.”

6. To Induce Action and to Promote Employee Loyalty: Ernest Dale and Michelon observe
that the purpose of communication is to induce action. It is also meant to increase employee
morale and to promote employee loyalty, cooperation and understanding. It is the method of
persuading people towards the achievement of common objectives.
7. Basis of Decentralization and Delegation of Authority: About this point, George R. Terry
writes, “Communication is the means by which the act of delegation is accomplished.”
Decentralization needs an increase in the communication system. People working in an
organization must have clear understanding of their objectives and responsibilities. Everyone
must know clearly the limits of his job and how it relates to the job of others working in same
organization. This requires an effective system of communication- both upwards and
downwards.
8. For Democratic Functioning: Democratic functioning of management requires a good
channel of communication so that the problems and grievances of the workers, consumers,
shareholders, suppliers of materials, and others who have direct interests in the organization
could be solved in time and their valued suggestions could be incorporated in the policies,
programmes and procedures of the organization.
9. For Establishing Better Labour Relations: Effective communication can play useful role in
establishing constructive labour relations. It will do important work in interpreting and
explaining the workers about the management policies, future programmes, the company and its
products, history of the company, etc.
10. Helps in Moulding Attitudes: Effective communication helps in moulding attitudes of the
workers in order to persuade, convince, and influence behavior. Communication helps to
increase cooperation of employees also.
11. Orientation Towards Physical and Social Environment: Dale S. Beach is of the view that
without physical and social orientation people would be lost. They would be unable to gain
perspective or to place themselves properly in these environments. Effective communication,
therefore, orients people to their physical and social environment.
12. Binds the People to Organization: Communication is the force that binds the people of an
organization together since it attains a common viewpoint and understanding among the people
to work together. It creates team spirit among the workers that holds together the employees for
achievement of common objectives.

1.2.6 OBJECTIVES OF COMMUNICATION:

John G. Glover in his book on Fundamentals of Top Management, has given the following
objectives of communication for an organization:

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1. To keep the employees acquainted with the company’s progress and development
programmes.
2. To provide employees with necessary orders and instructions in connection with their rights,
duties and responsibilities.
3. To solicit information from the employees which can help the management in decision-
making.
4. To motivate employees towards their job and to create interest in the work of the company.
5. To express the interest and concern of the management in its personnel.
6. To minimize labour turnover.
7. To indoctrinate employees with the will to work and the benefits derived from their
association with the company.
8. To instill employee with personal prestige and pride in being a member of the corporate body.

1.2.7 FACTORS AFFECTING IN CHOOSING MEANS OF COMMUNICATION:

The medium chosen for communicating any message will depend on various factors such as:
1. Cost:
How much the communication will cost in terms of the results expected? Can an internal
message be handwritten or is a printed copy important? Is the postal service satisfactory, or is
email or fax justified?
2. Confidentiality:
E-mail or fax may not be appropriate. A telephone call could be overheard. An internal memo
may need to be enclosed in an envelope.
3. Safety and Security:
Should a special Post Office service be used, e.g., registered or recorded delivery? Would a
courier service be justified?
4. Influence:
To convey a certain impression, would a congratulatory telegram or invitation be suitable?
Multi-coloured letterheads on high quality paper convey a good image of a company.
5. Urgency:
Choose the method, which will produce the desired results within the time available. Perhaps the
higher cost of a fax will be justified by the results obtained through its speed.
6. Distance:
Is the communication with in the building, in the same town, or the other side of the world?
7. Time of Day: This is particularly important when communicating with overseas countries.
8. Resources: Consider the equipment and staff available (sender and recipient).
9. Written Record: Written communications carry more authority and are proof of a
transaction.
10. Recipient:
Consider who is sending and receiving the message. Personal contact may be appropriate on
certain occasions.
Verbal communication will not be appropriate where complex information or bad news is
concerned.
Choose language appropriately, considering the situation and the relationship between sender
and recipient.

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1.2.8 ESSENTIALS OF GOOD COMMUNICATION:
Much has been written about the essentials of good communication. The American Management
Association has laid down ten essentials of good communications. Many authors like Frank E.
Fischer, Merrihue and Redfield have highlighted many elements of communication. Keeping all
these facts in view, the essentials of good communication are stated below:
1. Think Clearly What to Communicate: The first and the foremost step is to think clearly
before you communicate. This means that there must be adequate planning before you
communicate. Many communications fail because of inadequate planning and this planning
process will consider the goals and attitudes of those who will receive the message of
communication. It is desirable to consult others in planning a communication.
2. Be Clear About the Objective of Communicating: Before communicating, one should be
very clear about the purpose of communicating, and what one wants to achieve through the
proposed communication. It may be for obtaining any important information, or to initiate action,
gain undertaking or to clear any doubts.
3. Know Your Audience Well: While communicating, it is important to know the attitudes,
feelings and expectations of the receivers.
4. Determine Media: The media of communication is to be decided after having decided the
subject matter of communication. In this respect all possibilities of written, visual or oral
communication must be examined carefully.
5. Select the Language and Content Carefully: The person who communicates must be very
careful about the language he uses for transmitting message while speaking or writing. His
expressions, tone, and emotion play definite role in the effectiveness of communication.
6. Create Self-Interest to the Receiver: The best communication is one, which is expressed in
terms of self-interest to the receiver. Merrihue writes“The ability to see other person’s point of
view is a priceless ingredient of effective communication.” Thus efforts should be made to
convey something that is beneficial to the receiver. This will make the communication more
meaningful.

7. Timing of Communication: Proper attention should be given to the timing of the

communication. Redfield writes, “The same message will be received or responded to differently
by different individuals and groups at the same time or by the same individuals and groups at
different time.
Even in an emergency one dare not overlook the situational, psychological, and technical aspect
of timing.”
8. Ensure that the Message is Properly Received: The object of communication cannot be
complete by simple transmission of the message. It is necessary to find out whether the message
is properly received and understood by the receiver. To check this aspect, the receiver’s reactions
should be obtained. This means that there should be sufficient feedback to evaluate the
communication whether it has been understood properly or it needs any adjustments.
9. Present and Future Effect: Ray A. Killan writes, “Aim communication attomorrow as well
as today. Although it may focus primarily on today’s problem, it should plant the seeds of
constant growth and improvement, and minimize future problems,” This means that
communication should be aimed at the present requirements and future requirements; and should
not be meant for a particular situation only.

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10. Attach Importance to Actions Rather Than Words: In all communications, actions are
more significant than words. This is because that action speaks louder than words. The most
persuasive communication is not what one says but what one does.
11. Good Listening: The American Management Association states Listening is one of the most
important, most difficult and most neglected skills in communication. It demands that we
concentrate not only on the explicit meanings another person is expressing, but also on the
implicit meanings, unspoken words, and undertones that may be far more significant. Thus, we
must learn to listen with attention and be focused if we are to know the inner meanings.” An
important aspect of effective communication, therefore, is that superiors and subordinates should
be good listeners.
12. Climate of Trust and Confidence: Paul Arnold has stated “If your employee-relations
programme is a sound one, if your intent is true, if your people believe in that intent and in that
truth, then, and only then, your are successfully, communicating.” This means that
communication grows best in a climate of trust and confidence between the superiors and
subordinates. The subordinates need to be convinced and feel that the company is truthful and
sincere in its efforts.
13. Keep the Channels of Communication Open: The system of communication should be
kept open and alive all the time. It is only through honest attempts that good communication
relation can be developed.
14. Feedback or Follow-Up: This is one of the essential conditions of effective communication.
The basic object of feedback is to ensure that what has been communicated originally has been
properly understood by the recipients.
1.2.9 TOP TEN TIPS FOR SUCCESSFUL OR EFFECTIVE COMMUNICATION:
Shirley Taylor has prescribed top ten tips for successful communication, which are stated below:
1. Read: Extend your knowledge of language by reading.
2. Listen Intelligently: Remember that communication is a two way process. Listening is just as
important as speaking. Similarly, try reading your written message as if you were the recipient,
and consider if it will be effective.
3. Think and Plan: Think before you speak or write. Plan all your communications carefully,
whether oral or written
4. Use Appropriate Language: Use clear, simple language, and appreciate the same used by
others.
5. Be Open-Minded: Consider other people’s viewpoints.
6. Select Appropriate Media: Consider carefully the media or channels to be used for
communicating your message. These should be appropriate to the desired objective.
7. Time Your Communication Appropriately: Consider the best time for the communication
and how long it should be.
8. Obtain Feedback: Obtain feedback to ensure that the communication is effective. If the
message is not understood, rather than blaming the recipient, ask yourself why the
communication failed and how it could have been improved. Some questions you might ask are:
a. Did your language create confusion or misunderstanding?
b. Were your timing poor?
c. Was your message too long and the main points were lost?
d. Were your tone and manner appropriate?
9. Aim High: Set and maintain high standards in all you methods of communication, both in
terms of language and presentation.

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1.2.10 PRINCIPLES OF EFFECTIVE COMMUNICATION:
The following are the principles of effective communication:
CLARITY: This includes clarity of thought and clarity of expression.

Clarity of thought:
The communication cycle begins with the generation of an idea in the mind of the transmitter. A
great deal of clarity is needed at this stage, for if the beginning is fuddled, it is likely to mar the
entire communication process. The communicator must be clear about three points:
(i) What is the objective of communication?
(ii) What is to be communicated?
(iii) Which medium will prove to be the most suitable for the purpose?
Clarity of expression:
The receiver learns about the idea in the transmitter’s mind through the coded message. If
encoding is faulty, the message may be misinterpreted. So it is important to be careful while
encoding the message. Since most of the messages are transmitted with the help of word, the
transmitter should be careful about the meanings and composition of words.
The following points about the choice of words deserve attention:
(i) Use simple words. Remember that simple and short words are more effective than pompous
and heavy words.
(ii) Use single words for long phrases. A single word is often more effective than long
pompous-looking phrases.
(iii) Use verbs for nouns. Using verbs in place of nouns often brings about simplicity and
clarity.
(iv) Avoid double entendre. We often use words or phrases with two meanings. Such phrases
can be easily replaced by simpler and clearer words.
(v) Use concrete expressions. Concrete expressions create visualize images that are easy to
register. So instead of vague, generalized statements, give define facts (unless you can derive a
particular advantage from being general).
(vi) Prefer active constructions (active voice), as they are easier to understand. If you
deliberately want to create an impersonal style, you may be justified in using passive
constructions. But in ordinary circumstances, it is better to use active constructions.
(vii) Avoid excessive use of the infinitive. Excessive use of infinitive to tends to make the
communication less impressive.
(viii) Avoid jargon. Jargon refers to the special language of a trade, profession, or field of study.
It may refer to words as well as to the style of writing. Jargons create difficulties of
understanding, and make the style formal and stiff, so better avoid jargons in business
communication.
(ix) Avoid ambiguity. If your message can mean more than one thing, it is ambiguous.
Ambiguity is very often caused by a careless use of personal pronouns.
Rajiv told Ramesh that he was not being considered for promotion. In this sentence, it is
impossible to understand whether it was Rajiv or Ramesh who is not being considered for
promotion.
(x) Use short sentences. Whether your communication is oral or written, use short sentences.
Long sentences tend to be complex and demand greater concentration. And nobody has time or
patience for long sentences. To keep your sentences short, you can follow two very simpl rules:

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o Use one sentence to express only one idea.

o If a sentence runs beyond 30 words, it is better to break it up

into two sentences.

COMPLETENESS:
In communication, completeness of facts is absolutely necessary. Incomplete communication
irritates the reader, for it leave him baffled. If wrong actions follow an incomplete message, they
may also prove expensive. Let us suppose you are ordering shirts by mail. Your communication
must include all the relevant facts – size, colour, catalogue number, quantity, mode of payment,
mode of dispatch, the date by which you need the shirt, etc.
In the absence of any of these details, your order cannot be fulfilled to your satisfaction. You
should organize your message in such a way that the receiver has no doubts about anything
contained in it.
CONCISENESS:
A reader’s time is invaluable. Do not make him feel that he is wasting his time in going through
your unnecessarily lengthy letter. Be as brief as possible. Brevity in expression effectively wins
the attention of the reader. However, brevity should not be affected at the cost of
appropriateness, clarity, correctness, completeness or courtesy. In fact, there is no hard and fast
rule for the length of a letter. A letter should be as long or as short as is necessary to tell the story
effectively. A two-page letter may seem short, while a ten-line letter may seem all too long.
There are two tests to ascertain whether a letter is too long. Ask yourself these two questions:
“Does if say more than need be said?” “Does it take too many words for which it must say?”
CONSIDERATION:
In our letters and other communication, we must show consideration for the reader. This can be
done in the following ways:
(i) Adopt the your-attitude. We know that we are primarily interested in ourselves. Naturally,
every other person is interested more in himself than in a third party. It follows, therefore, that
when we write letters to others, they are effective and the readers respond to out letters well only
when we write from their point of view. So to make out letter more effective, we must avoid I’s
and we’s and have as many you’s as possible. In any case we should not forget the reader’s point
of view in the whole of our letter.
(ii) Avoid gender bias. Now that men no longer dominate the business world, it is extremely
important to avoid gender bias. Using he when a message is going to a lady will certainly cause
offence. So take timely precautions.
(iii) Emphasize positive and pleasant facts. On many occasions you may have to refuse (say
‘no’), regret, disagree, complain, or say ‘sorry’.
To say this in plain words and in a straightforward manner is not difficult, but its effect on the
reader’s mind and the repercussions on the organization could be bad and far-reaching. We
swallow sugarcoated pills without any grumble. Similarly in a business letter, the reader accepts
calmly and coolly all the no’s, regret’s, and sorry’s if they are expressed in a positive manner. An
approach with a negative beginning or a negative connotation irritates the reader and makes him
feel that you lack business manners and the gentlemanliness. In other words, a positive and
pleasant approach says ‘no’ but retains the customer’s goodwill.

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COURTESY:
In business we must create friendliness with all those to whom we write. Friendliness is
inseparable from courtesy. And courtesy demands a considerate and friendly behaviour towards
others.
CORRECTNESS:
(i) Give correct facts. Business communication often leads to expensive operations. So you
should be sure that you are transmitting correct facts. In fact you should not transmit any
message unless you are absolutely sure of its correctness. If you are not satisfied, you should
immediately verify it from a reliable source, like an encyclopedia, an office file, a colleague, a
dictionary, or even a grammar book. It your message involves any legal matter; you should know
the correct legal position before you commit anything.
(ii) Send your message at the correct time. All messages must be transmitted and responded to
at the most appropriate time. Outdated information is useless. In fact, communication is
important, and transmitting outdated information would mean wastage of time, money and
human resources. The principle of correct timing also stipulates that you communicate your
message at a time when it is likely to prove most effective.

1.2.11 IMPACT OF INFORMATION TECHNOLOGY ON COMMUNICATION:

In recent years there has been an information technology revolution. While paper-based manual
systems for processing information and communicating are still very much evident, more and
more office functions and procedures are now being undertaken by computer-based technology.
The implications of information technology on communication cannot be ignored. However, the
technology will always require people, and in communication it is the input of the operator that
will ensure effective communication (or otherwise). In the area of text creation, computer experts
are trying to make the task of documents creating much easier. Programmes and software are
available that produce standard layouts for most business documents when the inputs or variables
are keyed in. In other words, the originator does not decide on the layout, the computer
programme does.
The fundamental skills of structure, tone and composition will always be of vital importance in
ensuring effective communication. As an originator of printed communications, you have control
over these factors. However, while technological developments are making your role more
interesting and challenging, the basic presentational conventions should not be allowed to suffer.
No matter how technology develops in the future, high standards must be set and maintained in
order to ensure that all your communications are not only appropriately worded and logically
structured, but are also consistently and attractively presented.