Fundamentals

of Business
Communicati
on

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 Communication- IS an
ART
The term "communication" is derived from the Latin word
"communicare," (which is again derived from word Communis)
which means "to share" or "to make common." This reflects the
fundamental purpose of communication: to share information,
ideas, emotions, and thoughts between individuals or groups. Over
time, the concept has evolved to encompass various forms and
methods, including verbal, nonverbal, written, and visual
communication.

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 KEY Aspects of
Communication
▪ Key aspects of communication include:
▪ Sender: The person or entity conveying the message.
▪ Message: The information or content being shared.
▪ Medium: The method used to deliver the message (e.g., spoken words,
written text, gestures).
▪ Receiver: The person or audience for whom the message is intended.
▪ Feedback: The response from the receiver, which helps the sender
understand how the message was interpreted.
▪ Overall, communication is a dynamic process essential for interpersonal
relationships, collaboration, and societal functioning.
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 Communication- We spend around 70 % of our awake time in the
process. (30 % Talking, 45 % Listening & 16 % Listening)

▪ The purpose of communication:

▪ Inform
▪ Persuade
▪ The Process of Communication:
Sender (encodes)----- Message ----- Channel -----
Receiver(Decodes) ----- Feedback

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Communication
▪ The purpose of communication:
▪ Inform
▪ Persuade
▪ The Process of Communication:
Sender (encodes)----- Message ----- Channel -----
Receiver(Decodes) ----- Feedback

Barrier

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 7 Barriers in Communication
1. Physical Barrier
2. Perceptual Barrier
3. Emotional Barrier
4. Cultural Barrier
5. Language Barrier
6. Gender Barrier
7. Interpersonal Barriers

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What is Business
Communication?
▪ It is a multi-level process of sharing information between people within and
outside an organization.

▪ It is aimed at promoting an organization's goals, objectives, aims, and

activities, as well as increasing profits within the company.

▪ It is clear, concise, and purposeful messaging that ensures the intended

message is received and understood by the audience.

▪ It includes written, verbal, non-verbal, and digital communications, and can

occur through emails, reports, presentations, meetings, and other business
interactions. PAGE 7
Communication in the corporate and global world has transformed
how businesses operate, collaborate, and compete.
Technological Advancements: The Internet, mobile devices, and digital platforms
revolutionize communication.

▪ Data-driven communication: modifying strategies for communication to have

the optimum potential impact.

▪ Internal Communication: Creating a strong internal culture through effective

communication practices.

▪ External Communication: Utilizing social media and digital platforms for

broader reach and engagement.
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 Types: Internet, Blogs, Emails, Social
media
▪ The internet serves as a foundational medium, providing a platform for instant,
global reach and access to vast amounts of information.

▪ Blogs are a type of communication, allowing companies to share their expertise

and insights, while also engaging customers through valuable content that
fosters loyalty.

▪ Social media platforms, offer dynamic avenues for brand building, customer
interaction, and targeted marketing. These platforms enable companies to
enhance their brand visibility and directly engage with customers.

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 Channels of
Communication
Channels of communication in an organization refer to the pathways through
which information flows.

FORMAL CHANNELS: INFORMAL CHANNEL:

It is in the form of official It develops naturally among
messages and news that flow employees and is not officially
through recognized channels or sanctioned by the organization. This
routes formally laid by the channel often facilitates quicker and
organization. more flexible communication.

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 The direction in which communication flows formally
within an organization may be downward, upward,
horizontal or lateral, or diagonal. Although the concept of
flow seems simple, direction has meaning for those
participating in the communication process.
FORMAL
▪ Vertical communication
CHANNEL
S ▪ Horizontal communication

▪ Diagonal communication

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 Vertical
Communication
Downward Flow of Communication:
Highly Directive

▪ It flows from a higher level in an organization

to a lower level.

▪ It is a communication from superiors to

subordinates in a chain of commands.

▪ The managers use this communication flow to

transmit work-related information to the
employees at lower levels.
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Downward communication is used by managers for the following
purposes:
▪ Providing feedback on employees’ performance.

▪ Providing a complete understanding of the

employees’ jobs and to communicate them how
their job is related to other jobs in the organization.

▪ Communicating the organization’s mission and

vision to the employees.

▪ Highlighting the areas of attention.

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 Vertical
Communication
Upward Flow of Communication: Non directive
▪ Communication that flows to a higher level in an
organization is called upward communication.

▪ It provides feedback on how well the organization is

functioning.

▪ The subordinates use upward communication to convey

their problems and performances to their superiors.

▪ The subordinates also use upward communication to tell

how well they have understood the downward
communication.
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 Horizontal
Communication
Lateral/ Parallel
Communication that takes place at the same levels of hierarchy in an organization is
called lateral/ horizontal communication, i.e., communication between peers, between
managers at the same levels, or between any horizontally equivalent organizational
member.

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 The advantages of horizontal communication are as
follows:
▪ It facilitates better coordination among different departments working on joint
projects, leading to more efficient project management.

▪ Teams can make decisions more swiftly when they communicate directly,
without needing to wait for approvals from higher levels of management.

▪ Direct communication between peers reduces the chances of misinterpretation

and ensures that messages are clear and understood.

▪ Empowers employees by giving them a voice in the decision-making process

and enabling them to contribute their ideas and expertise. PAGE 16
 Diagonal
Communication
It flows across functional areas, connecting employees from different
departments and hierarchical positions. Diagonal communication cuts across the
traditional chain of command and departmental boundaries. It fosters more
dynamic and collaborative interactions within an organization.

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 The advantages of diagonal communication are as
follows:
▪ Encourages collaboration between different departments, facilitating the
exchange of information and resources necessary for complex projects.

▪ Quick and direct access to relevant personnel enables faster problem-solving

and decision-making.

▪ Engaging with colleagues from different departments brings diverse

perspectives and ideas, fostering innovation and creative problem-solving.

▪ Opportunities for direct communication with different organizational levels can

motivate employees by making them feel their input is valued.
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 It is an informal communication system, the focus
INFORMAL usually shifts from topic to topic. One of the usual
topics is work – job, company, supervisor, fellow
CHANNEL employees. Even though the formal system has a
(the definite pattern of communication flow, the
grapevine tends to emerge spontaneously and
grapevine) operates within all organizations.

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PAGE 20
 Persuasive The act of presenting a case in a manner that
persuades someone else to accept particular
Communicati facts, adopt a different viewpoint, or be
on motivated to take action is known as
persuasion.

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 Audience analysis is a critical step in technical
writing as it ensures that the document meets
the needs and expectations of its intended
readers.
Audience
Recognition

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 Knowledge of the Subject matter
• High Tech
• Low Tech
• Lay
• Multiple

Personality Traits
• Audience’s perceived personality
• Audience’s attitude or position regarding the topic
• Audience’s preference regarding style
• Audience’s response to the topic
Issues of Diversity
• Age
• Gender
• Religion
• Sexual orientation
• Language and culture of origin PAGE 23
 Methods of Argument and
Persuasion:
▪ Ethos (ethical) refers to the credibility or ethical
appeal. It convinces your audience that you're
reliable, trustworthy, and have the necessary
expertise.

▪ Pathos (emotional) appeals to emotions.

Connecting with your audience's feelings can
motivate them to act or sway their opinions.

▪ Logos (logical) involves logical reasoning. It is

using facts, figures, and rational arguments to
prove your point. PAGE 24
 Ethos:

▪ It refers to the effort to convince your audience of your credibility or character.

Before you can convince an audience to accept anything you say, they have to
accept you. People won’t be persuaded by you unless they trust you.

▪ Ethos can be promoted by choosing appropriate language & vocabulary,

making yourself look honest, paying attention to your movements and the way
you dress, and documenting the areas of your expertise.

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 Pathos
:

▪ It refers to the effort to persuade your audience by appealing to their feelings.

The audience is more receptive to being persuaded by someone with whom they
can identify.

▪ Pathos can be promoted by using simple and meaningful language, emotional

tone, pauses, and emotional metaphors or stories. Pathos is most effective when
used in the introduction and conclusion.

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 Logos
:

▪ It refers to the effort to convince the audience by using logic and reason.
Effective arguments should include testimonials, surveys, and other supporting
details to back up your claims. Logos means to document your point through
logical arguments, facts, and recorded evidence.

▪ When using logos to persuade, you need to ensure that you have found facts,
stories, and information that matter to your audience and, make sense to them.

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 The Art of
Negotiation
▪ Negotiation is a process of bargaining in which two parties try to reach an
agreement on mutually accepted terms.
▪ Reaching an agreement is the objective of negotiation.
▪ Negotiation leads to agreement through discussion, not instructions, orders, or
authority.

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 Different Types of Negotiation

Distributive Negotiation: Often referred to as "win-lose" negotiation, this type focuses on dividing a fixed
amount of resources. Each party aims to maximize their own share, often leading to competitive tactics.
Integrative Negotiation: Also known as "win-win" negotiation, this approach seeks to find mutually
beneficial solutions. Parties collaborate to expand the resource pool, ensuring that both sides achieve
satisfactory outcomes.
Positional Negotiation: In this type, each party takes a position and argues for it, often leading to a
stalemate. It’s characterized by stubbornness and a lack of flexibility.
Interest-Based Negotiation: This approach focuses on the underlying interests and needs of the parties
rather than their stated positions. By addressing these interests, negotiators can find creative solutions.

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 Different Types of Negotiation
Multi-Party Negotiation: Involves three or more parties, often leading to more complex dynamics and the
need for coalition-building or consensus.
Virtual Negotiation: Conducted through digital platforms, this type requires different strategies and skills
due to the lack of face-to-face interaction.
Crisis Negotiation: Used in high-stakes situations, such as hostage scenarios or corporate crises. The
focus is on quick resolution while ensuring safety and managing intense emotions.
Cultural Negotiation: Involves parties from different cultural backgrounds, requiring sensitivity to diverse
communication styles, values, and norms.
Facilitated Negotiation: Involves a neutral third party who helps guide the negotiation process, ensuring
that all voices are heard and helping to resolve conflicts.
Arbitration-Arbitration is a more formal process where a neutral third party (the arbitrator) hears the evidence
and arguments from both sides and then makes a binding decision.
Mediation-Mediation is a collaborative process where a neutral third party (the mediator) helps the disputing
parties communicate and negotiate a mutually acceptable resolution.

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 ❑Preparing and planning

❑Exchanging initial views

Stages in the ❑Exploring possible compromises
Negotiation
Process ❑Searching for common ground

❑Securing an agreement

❑Implementing the agreement

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 Negotiation
Strategies
▪ Plan the discussion according to the psychological needs of the other party.

▪ The negotiator should sell ‘sunny-side up’.

▪ Do not state the entire case at the beginning of the discussion, this should
develop as the discussion proceeds.
▪ Both parties should use impersonal terminology to point out corrections, rather
than making personal criticisms.
▪ Both parties must use concessions and compromises.

▪ The key strategy in negotiation is persuasion.

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 ▪The (PAC) concept is a key part of
Transactional Analysis (TA), a psychological
theory and therapy method developed by Eric
PAC Berne in the 1950s.
Concept ▪It is used to understand and improve
communication patterns and relationships by
analyzing the "ego states" that people operate
from during interactions.

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• Transactional Analysis (TA) provides a framework for
understanding human behavior, communication, and
relationships between individuals.

• Interactions are influenced by the ego states we operate

from, and TA aims to promote healthier communication and
personal growth.

• An ego state is a pattern of thinking, feeling, and behaving

that a person experiences and expresses at any given time.
Three primary ego states are identified: the Parent, the
Adult, and the Child.
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 Psychological Characteristics of Ego
States
▪ Parent: Reflects the exact copy of the body movements, attitudes, and behaviors
learned from our parents or parental figures. It represents authority, control, a
desire to direct, and a sense of concern.

▪ Adult: Represents objective, rational, and logical thinking. It processes

information and makes decisions based on facts. Objectivity sense and reality
characterize the maturity of adults.

▪ Child: It reflects the revival of fixated ego states from the earliest years of one’s
life. It encompasses the feelings, behaviors, and thoughts we experienced as
children. This state can be natural or adapted.
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 Need to Identify the Ego States of Each
Other
▪ Conflicts and misunderstandings arise between
individuals in work organizations when they
interact with cross-mental states.

▪ Identifying ego states in the workplace can

improve interpersonal communication, enhance
relationships, and increase overall effectiveness.

▪ There are three schemes of transactions-

Complementary, Crossed, and Ulterior
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 Complementary
Transaction
▪ The communication is direct and the response is appropriate to the stimulus.

▪ If one person speaks to another in an adult-to-adult manner, the other person

responds in an adult-to-adult manner.

▪ These transactions lead to smooth and effective communication.

Person A: "Can you help me with this report?“
Person B: "Sure, I'd be happy to help."

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 Crossed
Transaction
▪ The communication is not aligned; the response is not appropriate to the
stimulus, leading to a breakdown in communication.

▪ If one person speaks from an adult state but the other responds from a child or
parent state, the communication becomes problematic.

▪ These transactions can cause misunderstandings, conflicts, or an end to the

conversation.
Person A: "Can you help me with this report?"
Person B: "Why are you always asking me to do your work?"
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 Ulterior
Transaction
▪ In an ulterior transaction, two messages are conveyed simultaneously: overt and
covert. The true meaning is often hidden and only understood on a psychological
level.
▪ A person may say something polite overtly while implying something different
covertly.
▪ These transactions can lead to manipulation or deception if the ulterior motive is
negative.
Person A: "You did a great job for someone with your experience!“
Person B: "Thank you.“
Hidden Message: "Considering your limited experience, it's surprising you
did this well."
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Gateway to Communication

•Technology: Tools and platforms that enable effective communication, like social media,
messaging apps, or video conferencing software.

•Language: The role of language as a bridge between cultures, facilitating understanding

and connection.

•Interpersonal Skills: The importance of empathy, active listening, and emotional

intelligence in fostering meaningful conversations.

•Education: Learning environments that promote dialogue and critical think

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Types of Negotiation

▪ Negotiation can take various forms, each suited to different contexts and objectives. Here are some
common types:
▪ Distributive Negotiation: Often referred to as "win-lose" negotiation, this type involves dividing a fixed
resource (like money). Each party aims to maximize their share, often at the expense of the other.
▪ Integrative Negotiation: Known as "win-win" negotiation, this approach focuses on collaboration to find
mutually beneficial solutions. Parties work together to expand the options and create value.
▪ Collaborative Negotiation: Similar to integrative negotiation, this type emphasizes cooperation and
building relationships. The goal is to find solutions that satisfy both parties' interests.
▪ Competitive Negotiation: In this approach, one party seeks to gain an advantage over the other, often
leading to a more adversarial atmosphere. It can involve tactics such as pressure or manipulation.
▪ Principled Negotiation: Developed by Roger Fisher and William Ury, this method focuses on interests
rather than positions. It emphasizes finding fair solutions based on objective criteria.

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Types of Negotiation
▪ Multi-Party Negotiation: Involves three or more parties negotiating simultaneously.
This type can be complex due to the need to manage multiple interests and dynamics.

▪ Mediated negotiation :involves a neutral third party, called a mediator, who facilitates
communication and negotiation between the disputing parties. The mediator helps
clarify issues, explore options, and encourage collaborative problem-solving, but does
not make decisions for the parties.

▪ Arbitrated negotiation, or arbitration, involves a neutral third party called an arbitrator

who listens to both sides and makes a binding decision on the dispute. This process is
more formal than mediation and resembles a court proceeding.
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