COMMUNICATION

Communication can be defined as: -

Communication is the transfer of information from
the sender to the receiver, with the information being
understood by the receiver.
Communication is the process by which
information is transmitted between individuals and
organizations so that an understanding response
results.
Communication is an exchange of facts, ideas,
opinions or emotions by two or more people.
Business communication is a process which
involves the transmission and accurate replication of
ideas ensured by feedback for the purpose of
eliciting which will accomplish organizational goals
.Communication involves the following: -
- Public relations;
- Social intermediation;
- Participatory development;
- Strategic communication;
- Project support communication;
- Development communication;
- Public information and outreach;
- Participatory development communication;
- E.t.c.
What communication is not .
• Communication is not one way;
•Communication is not top down or down up;
•Communication is not simply passing information
from one person to another.

What makes communication effective?

To communicate, there must be the following
elements:
•Sender of the message;
•A message to be sent;
•A receiver of the message;
•A medium through which the message is sent;
•And usually forgotten but equally important is
feed back which enables us to ensure that the
message got by the receiver is what the sender
intended to send out.
Communication means, trying to establish
commonness of understanding between the
sender and receiver.
If a message as is perceived by the sender is
not the same as the message received by the
receiver, then we say communication has not
taken place and therefore there is a breakdown in
communication.

Commonness
The ideal communication situation requires
commonness. Commonness is achieved by:
•The sender tuning his message for his receiver;
•A receiver that is prepared to receive the
message;
•A sender who fully understands the receiver.
•Note:
Communication does not solve all problems;
Community participation should not be
assumed.

Key management questions to be asked in

relation to communication
•What changes in attitudes and behaviour are
required?
•Which audiences need to be targeted and
reached?
•Which messages will be appropriate for each
targeted audience?
•Which channels / medium of communication will
be most effective?
•How will communication strategy interventions
and activities be evaluated?

Communication Tools
Here, we want to respond to specific
communication needs.
We identify the communication objectives we
want to attain and communication activities are
developed for that purpose.
Now the communication tools we are going to
use in those activities are exactly that:
• they are not the “product” or the “output”.

What should we consider in selecting

communication tools?
1.Community use
2.Cost
3.Kind of utilization

Interpersonal communication tools

•Discussion and debate
•Visioning sessions
•Focus Group Discussions
• Participatory Rural Appraisal Techniques
• Role playing
• Visits, tours, workshops and exhibitions

“Group” media tools

• Photography, drawings, flip charts
• Posters and banners
• Video recordings
• Audio recordings

“Traditional” media tools

• Theatre
• Songs, music, sayings, stories
Mass media
• Rural radios
• Local press
• Television

“Information and communication

technologies” tools.
• The computer as a slide show projector
• Using the internet
• SMS
• Electronic bill boards
• Ipods
 IMPORTANCE OF COMMUNICATION
Communication is the means by which people are
linked together in an organization to achieve a
common purpose.
It is process by which ideas are remitted to other
for the purpose of affecting a desired result.
 Communication relates the organization with the
external environment.
Communication facilitates managerial functions
such as planning, organizing, directing and
controlling.
Objectives of communication:
 communication enables to give and receive
information, advice, order, suggestions,
persuasion, education, warning, motivation, etc.
 without communication not even the firs steps
can be taken toward human cooperation, and it is
impossible to speak about organizations without
speaking about communication.
Communication is indispensable in every
managerial function:
to develop the plans, to disseminate any
information down in the form of orders, policies,
procedures, and then to get information from
bottom up reports, it is necessary to establish an
effective communication system.
In business, management is principally getting
things done through and with people; this is
achieved by carrying out managerial functions.
 Managers perform different roles such as
interpersonal, informational and decisional.
Although communication applies to all phases
of managing. I
t is particularly vital in the function of leading. In
their leadership role, managers give orders,
motivate employees, give instructions, consul,
and reprimand and negotiate.
Effective communication has become extremely
vital in today’s business as a result of:
a) Business has grown in size
b) Business activities have become complex and
specialized
c) Business has become very competitive
d) Human relation function has become complex,
understanding and cooperation, highly depend on
effective communication
 
Principles of Effective Communication
The following are vital principles of
communication.
a)Clarity of thought-what, why, how, when,
where;
b)Clarity of expression- simple words, correct
expressions, avoid jargons and ambiguity
c) Completeness
d) Correctness
e) Brevet
f) Attentiveness-both in sending and receiving
g) Integrity-be in conformity with organizational
objectives and policies
h) Timeliness- outdated information has no
importance
i) Objectivity-be factual, avoid emotions and
prejudice
j) Adaptability-suit it to the audience
 
The communication process

The major variables in the communication

process include:
a) Stimulus and motivation
a) Encoding
b) Choosing media / channel
c) Decoding
d) Feedback

Stimulus and motivation:

A bodily or mental activity has to be started in
order to be in need of communication an idea.
 Doubts, ambition curiosity, etc stimulate
thought and then that trigger communication.
The stimulated person has to be motivated to
communicate.
Encoding: after being stimulated and motivated
to communicate, the sender must decide how
best to convey a message.
Encoding is the process of putting a message
into a form in which it is to be transferred.
It is translating and idea into a message.

Choosing media / channel: The channel is a

vital factor for the success of communicating a
message.
 Face to face discussion, memorandum,
magazines, radio, newspaper, telephone,
television, is among vital media of
communication.
Which channel or medium to use is determined
by: the need for an immediate feedback, degree
of importance of the message, need for a
permanent record, need for formality, required
degree of accuracy, cost of the medium, etc?

Decoding: When the encoder message is picked

up, the receiver tries to make sense out of it; that
is to decode it.
This is process by which the receiver assigns
meaning to the symbols transmitted by the
sender. I
t is a process of translating a message into and
idea.
Feedback: Feedback is the reaction that the
receiver has to message.
It helps to evaluate the effectiveness of
communication.
That is, it shows whether the message has
been transmitted accurately and completely.
 Feedback helps to improve future
communication process because it helps to
understand existing problems.

The communication process will also be affected

by other factors as well. These include: -
1) The code of the transmission of the message,
i.e. the symbols that carry the message is a vital
part. It can be verbal, nonverbal or paralanguage.
2) The frame of reference, i.e., the people
attitudes, culture, background, race, sex, etc. all
interfere with the communication process.
3) Noise is also another factor. It refers to
anything that interferes with the communication
process and distorts and blocks the message. It
can be external such as phone ringing, talk of
people, heat, etc. or internal such as receiver
mental and physical conditions as daydreaming,
preoccupation, health problem etc.
Types of communication

Communication can be classified based on a

number of dimensions such as direction of flow,
media of transmission, and channel use.
Based on the direction of flow in the
organization hierarchy communication can be
classified into:
•Downward communication
•Upward communication
•Horizontal communication
A) Downward communication.
Here, messages flow from people at higher levels
in the organizational hierarchy down to the
subordinates.
 It has s an objective of giving directions, orders
disseminating policies, procedures, appraise of
performance, or giving other information.
 It can be oral-instructions, speeches,
meetings, telephone, etc.
 written, memoranda, letters handbooks,
pamphlets, policy statements, etc.
B) Upward communication.
 Here, messages travel from subordinates to
superiors and continue up the organizational
hierarchy.
 This includes reports, suggestions, complaints,
grievances, etc.

B) Horizontal or crosswise communication:

 It includes the horizontal flow of information
with people on the same or similar
organizational levels, and diagonal flow, with
persons at different levels who have no direct
reporting relations.
 It is used to speed information flow to improve
Based on how they are transmitted or the media
used communication can be classified as
•Written communication
•Oral communication
•Nonverbal communication

Written communication- reports, instructions,

memoranda, and printed material of any sort.
 It makes possible to get precisely the same
information to many individuals and provides
reference for further times. To be effective it
should be clear, concise complete and correct.
a) Oral communication-
 speech has long been a tool that managers
have found essential in carrying out their work.
 It can be a face-to-face meeting of people,
speech, interviews, conferences, seminars and
communication over telephone, on the radio ,
etc.
 The advantage is that it is possible to
- elaborate and to get feedback soon,
-it is speedy,
-is less costly,
- facilitates participation, etc.
The problems in oral communication include
effect of distance, time consumption, problem in
retention, etc.
b) Non-verbal communication-
We communicate in many different ways. What
we say can be reinforced (or contradiction) by
nonverbal communication, such as facial
expression and body gestures.
Its main purpose may be to support the verbal
one.
Rolling, shrinking, winking, twinkling of the
eyes, frowning, twisting the lips, wobbling the
head, are examples of body language.
Based on the channels used for communication
the communication can be classified as
1.formal communication and
2.informal communication
Formal communication:
Flows along official channels and uses official
formats.
A channel is the communication chains and
networks that determine the direction and flow of
official messages the members of the
organization.
Policies, procedures, rules, reports, are
communicated formally and using official
channels.
c) Informal communication:
Not officially recognized by management,
mostly between informal group members.
 Informal communication grows out of the social
interactions among people who work together.
 The informal communication channel
consisting of the informal communication chains
and networks within the work environment is
knows as grapevine.
It carries information that is not or cannot be
transmitted by formal means.
Barriers to Effective Communication

Barriers are obstacles to the free flow of

communication. The principal barriers to effective
communication include: -

1) Perception:
The overriding cause of most communication
problems is perception, which can be defined as
a person’s view of reality.
Since no two people could have the same
training and experiences in life, they do not see
things exactly alike.
 The sender meaning and the receiver
interpretation are not always identical, but it is
not necessary that they be so, it is sufficient if
the receiver understands the essence of what
is being transmitted.

2) Semantic barriers / language:

 semantic problem implies a problem in
determining a common referent and meaning
for the symbols used in communication.
3) Value judgment (preconception):
Making value judgment of a message prior to
receiving the intended meaning of the message.
 A value judgment is the assignment of overall
work to a message and may be based upon its
origin, its reliability, or its anticipated meaning.
 When value judgments are made too hastily,
the receiver hears only that part of the message
that he wishes to hear.
4) Motivation and interest: -
It is difficult to get across a message to a
person who is not interested in it.
In order to receive a communication, the
receiver should have interest in it.

5) Perfunctory attention: -
Most of us do not generally listen all that the
other person is telling us.
One of the reasons why we pay only marginal
attention to incoming communication is that while
average speaking speed is only 120 words per
minute, listening capability is about 500 words per
minute.
This enables us to listen marginally.
The extra time is devoted to thinking about
some problem, evaluating what are being told,
forming a rebuttal to what the other person is
saying and even to idle wandering.
This marginal listening acts as a barrier to
communication.

6) Source credibility: - when we are given any

information or message by another person, we
tend to evaluate his credibility.
If we conclude that the communicator is
unreliable and his message cannot be trusted, we
tend to reject this communication.
 Our trust in the communicator depends on our
past experience with him.
 
7) Filtering: -
 The human mind does not register all the in-
coming messages.
 A sub-conscious process of filtering
separates the irrelevant from the relevant,
reject the former and respond to the latter.
 The filters are the gates that let in only the
desired communications, and prevent the rest
form coming in.
For example, some people turn on the radio
while working, do not listen all that comes on it
but only what is interesting to them.
Filtering is often a deliberate process.
It occurs when we consciously decide to let
other have only that information that we want
them to have.
This deliberate filtration frequently takes place
in upward communication.

8) Hidden agenda: -
People often do not say what have in mind.
They try to hide their intentions behind words.
This is often considered to be “tactful” or
“diplomatic”, and at times it really is. It is not
always wise to be direct.
Subtlety in communication allows the
communicator to retrace his steps if he perceives
that the response is not favorable.
9) Value laden words: -
Value laden words such as “fair days work”,
management prerogatives”, democratic rights”,
“good conduct”, “discipline”, etc. arouse
emotions.
To the extent, a communication arouses
emotions of the receiver; his ability to respond
objectively and rationally becomes limited.
10) Omission: -
As information moves upward from operations
to top management, it is summarizes at each
level of management until it reaches the top in
capsule form.
This process of summarization involves deletion
of those parts of in-coming communication which
the summarize consider, in his judgment, to be
less relevant, or unfavorable to him.

11) Context: -
Words have meaning only in context.
Thus, when a company declares 8 percent
bonus, it has different meaning to workers if other
companies in the same region and industry were
paying 10 percent than if they were paying only 6
percent bonus.

12) Hoarding: -
Many people derive a sense of power and
prestige by hoarding information.
Some managers have an instinctive aversion to
pass on information.
It adversely affects both moral and efficiency.
 
13) Information overload: -
The decision maker is virtually inundated with
information and it is one of his jobs to scan and
sift the mass of in-coming information.
 This screening and sifting of information
causes and distortions.
Thus, information load acts as much a
communication barrier as lack of it.

14) Pressure of time:

Executives, particularly those at higher level,
work under great pressure of time.
They cannot afford to interact and communicate
frequently with their subordinates.
This causes communications gap between the
higher and lower echelons of management.
 
15) Hierarchical differentiation: -
Status differences in organizations act as
communication barrier.
General, employees do not oppose or criticize
the judgment and decisions of their superiors.
 They are at least cautious in doing so.
On the contrary, people do not hesitate in
criticizing the actions and opinions of those for
whom they have little or no respect.

 
How to make communication effective.
It is very vital to observe the principles of
communication which include:
a)clarity of thought,
b)clarity of expression,
c)avoiding jargons and ambiguity,
d)completeness,
e)correctness,
f)brevity,
g)Attentiveness,
h)integrity,
i)timelines,
j)objectivity, and
k)adaptability.
Other strategies included the following: -
1) Create an environment of trust and
confidence: -
 The first and the most vital condition for
creating an environmental of trust and
confidence is that management should live up
to its words.
 It requires that management must develop
sound policies, particularly personnel policies,
put them in writing and communicate them
widely.
Further, whatever the policies, they should be
administered judiciously and fairly, without fear or
favour.
Management should also avoid” divide and
rule” tactics.

2) Reference: -
Effective communication can take place only
when the message is tuned to the language and
frame of reference of the receiver.
 Communication can be effective if
management is sensitive to the needs, fears and
frame of reference of workers.
3) Listen empathetically: -
 Empathic listening requires that the receiver
steps into the shoes of the sender and tries to
look at things from this point of view.

4) Be clear about the objective of

communication:
A manager should understand why and fro what
purpose he is going to communicate.
He should, then, tune his communication, select
the media and time of communication, and adjust
his total communication to the objectives and
needs of communication.
5) Be sensitive to communication: -
Before communicating, a manager should take
stock of the situation relative to the importance of
the message and the receiver.
The mood of the receiver, the importance of the
message, etc. will affect the timing of
communication.

6) Be sensitive to the receiver:-

It does not mean that the former agrees with
the latter, or does what he says, but only
understands the meaning and implications of
what he is saying.
7) Utilize feedback: -
Feedback refers to the ability of certain complex
mechanical systems, like thermostats, to check
on their performance and make corrective
adjustments – often called cybernetics.
It fulfils the same purpose in communication by
enabling the sender to evaluate the success of
his communication, and make necessary
adjustments in it so as to make it more effective
subsequently.
8) Utilize grapevine:
Grapevine is an informal communication
network. It functions effetely in conveying
messages to group members, and all grapevine
communication is by word of mouth.
 Since management cannot wish away the
grapevine, it must utilize it effectively.
This can be done in two ways.
i) First, the grapevine should be continually
fed with facts and other accurate information so
that its tendency to carry half-truths and rumors is
weakened.
In order to feed the grapevine, management
should locate the grapevine leaders.
ii) Second, management can
supplement formal communication with the
grapevine.
This will help in preparing employees
psychologically (before implementation),
especially when changes are introduced in the
organizations.
9) Introduce redundancy and repeat: -
Redundancy implies saying the same thing in
two or three different ways.
This often becomes necessary when the
receiver is not familiar with the message, or if his
comprehension level is not quite up to the mark.
 But redundancy should be used selectively as
it often evokes a negative response from people
with alert mind.
Repetition means using alternative media of
communication, or repeating the message on the
same medium shortly after the first message.
 This is done to ensure that the receiver does
get the message.
Conclusion
 For a successful project can be achieved
only through communication.

You as a communication tool

• All human relations begin with thy self
• Know thyself- Self knowledge is the
foundation for any knowledge

Your image
• Self image
• Projected image
• Received image- consider them all.
Self concept
It refers to:
• Attitudes
• Beliefs
• Judgements
• Perception about self
• You need self knowledge to over come self
doubt

In order to accept your self

• Accept your body image
• Have a realistic view of what you can and
cannot do
• Accept what others think of us and
understand why.

Maintaining a positive self- concept

• Interpret mistakes as opportunities
• Do not let failure win
• Have thoughts that you choose to have
• Yourself is l and me accept them both.

Productive thinking
• Write down a list of ten things that you feel
confident about
• List ten skills that you would like to acquire
• Do you have the opportunity to practice your
high confidence skills, when?
• How can you develop your undeveloped
skills?
• What is your plan.