UNIT-I

BUSINESS COMMUNICATION & SOFT SKILLS

THE IMPORTANCE OF COMMUNICATION IN BUSINESS:

Imagine trying to run a business where no one of your staff communicates with each other.
Departments would be out of sync, no one would be quite certain what was going on, and it
would be impossible to work together on group projects. In other words, a lack of
communication would cause serious efficiency problems, and at the end of the day that’s money
out of the company’s pockets. Taking the time to keep everyone in the loop fixes all these issues,
and for that reason it’s absolutely essential for every company to stress communication.

In today’s digital age, communication is easily done in several formats, but it’s also important to
retain the ability to verbally communicate as well. Regardless of the style of communication, the
re are numerous reasons to put an emphasis on it at work like unity, feedback, improves
customer relationships, improves employee relationships, enforcing rules and enhanced
performance.

ROLE OF COMMUNICATION IN BUSINESS:

To succeed in business today, you need the ability to communicate with people both inside and
outside your organization. Whether you are competing to get the job want or to win the
customers your company needs, your success or failure depends to a large degree on your ability
to communicate.

In fact, if you’re looking for a surefire way to stand out from your competition in the job market,
improving your communication skills may be the single most important step you can take.
Employees often express frustration at the poor communication skills of many employees –
particularly recent college graduates who haven’t yet learned how to adapt their casual
communication style to the professional business environment.

If you learn to write well, speak well, listen well, and recognize the appropriate ways to
communicate in various ways situations, you’ll gain a major advantage that will serve you
throughout your career.
Whether you are posting entries on a blog, giving a formal presentation, or chatting with co -
workers at lunch, you are engaging in communication, the process of sending and receiving
message.

The essence of communication helps businesses in numerous ways. These benefits include:

 Stronger decision making and faster problem solving

 Earlier warning of potential problems
 Increased productivity and steadier workflow
 Stronger business relationships
 Clearer and more persuasive marketing messages
 Enhanced professional images for both employers and companies
 Lower employee turnover and higher return for investors

DEFINING COMMUNICATION:

The word communication is derived from the Latin word “communicare” that means to share, to
make common, to impart, to participate, to convey or to transmit.. Thus, it may be interpreted as
an interchange of thought or information to bring about understanding and confidence for good
industrial relations. It brings about unity of purpose, interest, and efforts in an organisation.

Definitions: There are a number of definitions of the term communication. A few of them are
being reproduced below:

“Communication is an exchange of facts, ideas, opinions or emotions by two or more persons.”

– George Terry

“Communication is interchange of thoughts, opinions, or information, by speech, writing, or

signs”.

– Robert Anderson

Communication may be broadly defined as the process of meaningful interaction among human
beings. More specifically, it is the process by which meanings are perceived and understandings
are reached among human beings.

– D.E. McFarland
Managerial Communication: Managerial/ Business communication is the flow of information
and understanding from one person to another at the same level or at different levels. It is a
process which enables management to allocate and supervise the work of the employees.

Though business communication is a specialized branch of general communication, there is no

basic difference between the two. The process is the same and so are the principles that regulate
them. The difference lies in their application to situations. Whereas general communication plays
diverse roles, business communication is specifically concerned with well defined business
activities.

OBJECTIVES/PURPOSE OF COMMUNICATION:

An objective is something that we want to attain or accomplish by our efforts; it is the

purpose with which we undertake an activity. When we speak or write to our friends, we may not
have a specific purpose, except to keep in touch, to be friendly; when we chat with a group of
friends, we simply want to socialize, be friendly, or express ourselves. But in an official or
business situation, when we speak, listen or write to customers, or to our subordinates or our
superiors, we have a specific purpose or objective; we want to accomplish something.
Communication could have many objectives depending on the context and persons involved.

Communication within a family, in a classroom, in a theatre, in a seminar, in a boardroom and in

the origination has different objectives. The objectives depend upon the purpose to be achieved.

The objectives of business communication would include the following:

• To inform: This is the foremost objective of communication. Information is power. The

information needs within and outside the organization can be met through communication

• To persuade: Businesses work through persuasion. It is important to persuade employees

to work efficiently, to persuade customers to buy our product and so on. The objective of
communication may be to persuade.

• To educate: To disseminate knowledge and develop skills and attitudes among people
working in the organization may be another objective of communication.
• To train: Communication is an integral part of any training programme. Training is
required to achieve proficiency in specific skills. Instruction, demonstration, practice and
discussion during training require communication as an integral part.

• To motivate: High level of morale and motivation are a must to ensure high levels of
productivity and efficiency on a sustainable basis. Communication provides a means to keep
motivation levels high.

• To integrate: Large business organizations have different business units, departments and
territorial divisions, pursuing different targets. Communication provides the means for an
integrated approach in pursuing organizational goals.

• To relate: Good business relations are a must for the continued success of any business
organsiation. Communication provides the means for building and nurturing mutually beneficial
relationships.

• To entertain: Whatever be the nature of business, there is always a time for entertainment.
Communication facilitates social bonding and brings lighter moments that help in entertainment
and relieving tension.

The objectives of communication are dynamic and ever-changing. Some of the common
objectives of official communication are to get or give information, to ask for or give instructions
or advice or suggestions, to make requests, to persuade other people to agree with us.
Sometimes, we communicate with the intention of complaining, or warning; but unfortunately,
we do this angrily and get into arguments. If we learn to complain and warn in an acceptable and
constructive manner, our serious intention can be conveyed quite effectively without damaging
relationships. In order to caution, counsel, clarify, apprise, evaluate, reprimand, organize and
numerous such objectives, we make use of communication.

THE PROCESS OF HUMAN COMMUNICATION:

The process of communication depicted in the bellow figure. That presents the
components and their relationship within the persons involved.
 Sender Channel Receiver Response

Ideation Encoding Transmission Decoding Understanding

Message Message

Feedback (Clarification/Confirmation)
Elements of Communication:

The main elements of communication process are as follows:

• Sender

• Message

• Channel

• Receiver

• Response

• Feedback

Sender: Sender is the source or originator of the idea or message. sender can be an individual or
a group or an individual representing a group. sender conceives the idea, prepares the message,
decides about the receiver, and selects the channel.

Message: It refers to the stimulus that a source transmits to the receiver. It is what
communication is all about. Messages are composed of symbols having certain meaning to the
receiver. Translating the idea into a message for transmission is called encoding.

Channel: Channel is the mean through which communication flows from sender to receiver. The
channel can be a mass media (not meant for one individual) such as newspapers, radio,
television, etc., or interpersonal (meant for an individual) like telephone, correspondence, etc.
The sender carefully selects the channel (depending upon the message to be conveyed),
availability of the channel and the effectiveness of the channel.
Receiver: Receiver is the person for whom the message is intended. He receives the message
and translates the symbols into ideas. This process is called decoding.

Response: Response is the change in the behavior of the receiver. The desired response
primarily understands the message. When the receiver has doubts he may seek clarification or
conformation. Otherwise, he may just note or store or act as per the message.

Feedback: Receiver may send a message to the sender seeking information- for clarification or
conformation. It is called feedback, Feedback is vital in interpersonal communication:

Let us take a specific situation to illustrate this. Suppose you want to place an order for a
Business Communication book. This is IDEATION. You CONCEIVE THE MESSAGE and
write a letter. This is called ENCODING THE MESSAGE. You put the letter in an envelope ,
attach stamps and post it in a post box. This is SELECTION OF APPROPRIATE CHANNEL
where your channel is the use of postal system. The channel transmits the message. This is
TRANSMISSION. Now the book seller, say, a publishing company receives your letter. He
opens the letter and sees your letter. He reads. This is called DECIDING THE MESSAGE. He
understands your requirement of a book. He calls his secretary and gives instructions to send a
copy of the book. This is the response to the message. They dispatch the book to you and initiate
the same to you. This response is GIVING FEEDBACK.

FORMS OF COMMUNICATION:

Forms of communication evolved as the human brain developed and became more
receptive to the sounds and the events around him. Over a period of time, the historic records
will show that forms of communication have evolved very gradually, be it written, oral or non-
verbal communication. Communication can be categorized into two basic forms. Each has its
own advantages, disadvantages.

Forms of Communication
Verbal Communication Non-Verbal Communication
Written Communication
Oral Communication
VERBAL COMMUNICATION:

Language is the most useful tool of communication as it can convey idea and messages
easily if the parties to the communication understand the language used. Communication by the
using language is called verbal communication.

Verbal Communication means communication through words either in spoken form or written
form. Words are the most accurate and powerful set of symbols. That is why it is observed that
all serious or formal communication is in words and the words may be oral or written.

Types of Verbal Communication:

1. Written Communication

2. 2. Oral Communication

WRITTEN COMMUNICATION:

Written communication has great significance in today’s business world. It is an

innovative activity of the mind. Effective written communication is essential for preparing
worthy promotional materials for business development. Speech came before writing. But writ
ing is more unique and formal than speech. Effective writing involves careful choice of words,
their organization in correct order in sentences formation as well as cohesive composition of
sentences. Also, writing is more valid and reliable than speech. But while speech is spontaneous,
writing causes delay and takes time as feedback is not immediate.

Types of Written Communication: There are two main types of communication: oral and written.
Written communication involves any type of message that makes use of the written word.
Written communication is the most important and the most effective of any mode of business
communication.

Examples of written communications generally used with clients or other businesses include
email, Internet websites, letters, proposals, telegrams, faxes, postcards, contracts, advertisements,
brochures, and news releases.
 External Written Internal Written
Communication: Communication:
 Letter  Memos
 Report  Reports
 Graphs/Charts

Types of Written  Graphs/Charts

 E-mail Communication
 E-mail
 Fax
 Fax
 Notice
 Notice
 Advertisement
Form/Questionnair
 Customer newsletters  e
 Press Release  Minutes
 Form/Questionnaire  Staff newsletters

 Invitation

 Brochure

Objectives of Written Communication:

The objectives of the written communication may be:

• To give information

• To receive information

• To record recommendations and decisions of a meetings

• To give orders and instructions

Characteristics of Written Communication:

The main characteristics of written communication are as follows:

• Most formal type of communication

• Used for documentation

• Used for circulation of information

• Conventional by nature

• Presence of Both Sender and Receiver is not necessary at the Same Time

• Creative Activity

• Time Factor

• It has Fewer Cycles

Advantages of Written Communication

• Written communication helps in laying down apparent principles, policies and rules for
running of an organization.

• It is a permanent means of communication. Thus, it is useful where record maintenance is

required.

• It assists in proper delegation of responsibilities. While in case of oral communication, it

is impossible to fix and delegate responsibilities on the grounds of speech as it can be taken back
by the speaker or he may refuse to acknowledge.

• Written communication is more precise and explicit.

• Effective written communication develops and enhances an organization’s image.

• It provides ready records and references.

• Legal defenses can depend upon written communication as it provides valid records.
Disadvantages of Written Communication

• Written communication does not save upon the costs. It costs huge in terms of stationery
and the manpower employed in writing/typing and delivering letters.

• Also, if the receivers of the written message are separated by distance and if they need to
clear their doubts, the response is not spontaneous.

• Written communication is time-consuming as the feedback is not immediate. The

encoding and sending of message takes time.

• Effective written communication requires great skills and competencies in language and
vocabulary use. Poor writing skills and quality have a negative impact on organization’s
reputation.

• Too much paper work and e-mails burden is involved.

ORAL COMMUNICATION:

Oral communication implies communication through mouth. It includes individuals

conversing with each other, be it direct conversation or telephonic conversation. Speeches,
presentations, discussions are all forms of oral communication. Oral communication is generally
recommended when the communication matter is of temporary kind or where a direct interaction
is required. Face to face communication (meetings, lectures, conferences, interviews, etc.) is
significant so as to build a rapport and trust.

Characteristics of Oral Communication:

Following are the characteristics of oral communication:

• Instantaneous Two-Way Process

• One-Off Exercise

• Day-to-Day Language

• Presence of Sender and Receiver

• Principles
• Effect of Body Language and Speech Modulation

• It cannot be Erased or Mended

Forms of Oral Communication:

Oral Communication usually takes place in any of the following forms:

• Informal Face-to-Face Talk

• Interviews

• Group Communication

• Speeches and Presentations

Principles of Successful Oral Communication:

Effective communication calls for certain principles to be followed which are explained bellow:

• Brevity • Sequences

• Clarity • Avoid Jargon

• Choosing Precise Words • Avoid Verbosity

• Clichés

Advantages of Oral Communication

• There is high level of understanding and transparency in oral communication as it is

interpersonal.

• There is no element of rigidity in oral communication. There is flexibility for allowing

changes in the decisions previously taken.

• The feedback is spontaneous in case of oral communication. Thus, decisions can be made
quickly without any delay.

• Oral communication is not only time saving, but it also saves upon money and efforts.

• Oral communication is best in case of problem resolution.

• The conflicts, disputes and many issues/differences can be put to an end by talking them
over.

• Oral communication is an essential for teamwork and group energy.

• Oral communication promotes a receptive and encouraging morale among organizational

employees.

• Oral communication can be best used to transfer private and confidential

information/matter.

Disadvantages/Limitations of Oral Communication

• Relying only on oral communication may not be sufficient as business communication is

formal and very organized.

• Oral communication is less authentic than written communication as they are informal
and not as organized as written communication.

• Oral communication is time-saving as far as daily interactions are concerned, but in case
of meetings, long speeches consume lot of time and are unproductive at times.

• Oral communications are not easy to maintain and thus they are unsteady.

• There may be misunderstandings as the information is not complete and may lack
essentials.

• It requires attentiveness and great receptivity on part of the receivers/audience.

• Oral communication (such as speeches) is not frequently used as legal records except in
investigation work.

Remember, “what we say” is less important than “how we say it” as words are only 7% of our
communication. Understand and enjoy non verbal communication as it helps forming better first
impressions.
NON-VERBAL COMMUNICATION:

It is called meta-communication. It encompasses all the communication that occurs

without the use of words. These are clues of our feelings- a shake voice, a raising eyebrow,
distance between receiver and sender, time of communication, and display of material things like
gold watch, etc. The bellow table describes the different forms of non-verbal communication.

A Kinesics Body appearance. Facial expression, posture, and gesture

B Oculesics Eye contact

C Haptics The communication of touch

D Proxemics Distance. The communication of space and proximity

Paralanguag Vocal cues. Variation in pitch, speed, volume, and pauses that convey
E e meaning

F Chronemics Time aspects. The effects of time on communication

A. KINESICS:

Kinesics refers to the body language. The body sends a continuous flow of cues. As Erving
Gulfman observes, even if a person stops talking, “he cannot stop communicating through body
idiom”, he must say either right thing or the wrong thing. He cannot say anything. There are four
physical aspects of the body.

1. Body Appearance 3. Postures

2. Facial Expressions 4. Gestures

1. Body Appearance: Tall people are likely to be considered more credible then shorter.
People pay more respect and grant more privileges to people, they perceive as being well dressed
and attractive. A three-piece gray pin strapped suit sends out more power signals than does a
slack let loose on a pant.

2. Facial Expressions: The expression of one’s mood and interest are obvious in one’s face.
Blank face or “dead pan face” indicates relaxation. It is also used to keep people at a distance. In
interaction faces can be positive or negative. Positive one shows desire to be liked and approved.
Negative face shows the desire not to be intruded upon.

Smile - Smiles can be inviting or intimidating. Dr. Ewan Grant presents a list of five smiles as
shown in the bellow table.

S.No: Type Description Expression

1 Oblong Smile Lips are drawn fully back from both the Pretending enjoying a
upper and the lower teeth. joke

2 How do you Smile Mouth slightly open, upper teeth Greeting

uncovered

Pleasure and
3 Broad Smile Mouth open, lips curled back, teeth excitement
visible

Like upper smile, with lower lip drawn

4 Lip in Smile in Subordinate feeling
between the teeth
Laughter- It is response to embarrassment, excitement, or humor. One can read laughter from the
sounds that ensue.

• Ha-Ha: Genuine expression of joy and self-fulfillment.

• He-He: Mocking laugh, response to a joke.

• Hee-Hee: Secret giggle. When a person is being cynical.

• Ho-Ho: Surprise or disbelief by a person who the critical.

Eye Brows - Eyebrows are arch of the short hair above the eyes.

• Lowering eyebrows indicate disagreement.

• Raised eyebrows indicate surprise.

• One eyebrow raised is used to signal skepticism.

• Flashing of eyebrows is sign of welcome.

Mouth- Along with tongue, mouth can express many things. A tense mouth (tightening and
pressing together lips and jaw muscles) indicate anger, frustration and threat. Open mouth
(suddenly jaw drops, leaving mouth open) shows surprise.

Lips- Silent lips express a range of emotions and moods from smile to frown. The bellow table
shows different lip expressions.

S.No Type Description Expression

:

1 Compressed Pressed together to form a thin, tight Opposition or refusal

Lips line

2 Full Lips Large loose lips Sympathetic and receptive

3 Pursed Lips Rounding of the lips Firmness in his stand

 4 Biting of Lips Bites mostly lower lips Nervousness,
embarrassment

3. POSTURE: A posture does communicate a message. Leaning toward another individual

suggests that you are favorable disposed towards his or her message; leaning backwards
communicates the opposite. Openness of arms or legs serves as an indicator of relaxation. Close
postures like arms folded indicate reserved nature or reverence. Standing up straight generally
reflects high self-confidence. Stooping could mean poor self-image.

4. Gestures: Gestures made with the hand are universally recognized as conveying specific
information to others. Gestures can be used as illustrators, regulators, affect displays, and
emblems.

i. Illustrator: Gestures that are used to add emphasis or drama or to classify message.
Examples include pointing toward to the floor while saying ‘our profits are nose diving’ and
punching our fist into the open palm while saying, ‘ I know we can do better than that’.

ii. Regulator: Gestures used to regulate both conversation and human interaction. Raising
your hand or finger when one want to talk, at a meeting or in a class; raising one hand with the
fingers pointed upward and the palm outward is used to tell another person to stop talking.

iii. Affect Displays: They are gestures used to communicate emotions that we are
experiencing. Hands over mouth gestures usually indicate shock, surprise or regret. Intensified
nail biting indicates tension or worry.

iv. Emblems: They are basically hand signals. They are non-verbal signals or cues that have
a specific verbal equivalent. A circle with thumb and index figure is symbol for ‘t hings are
going okey’ placing the index figure at right angles to each other is used to signal time -out both
on and off the athletic field. Traffic hand signal, manual signal used on the playing field and
certain obscene gestures are other examples of emblems.
B. OCULESICS:

This refers to eye contact. Eye contact takes place when two people look at each other’s eyes.
Eye contacts reveal different feelings. Eye contact diminishes when:

• We have something hide.

• There is dislike, tension, or fear of deception.

• We are physically close to those with whom we are communicating.

• We wish to break social contract

Eye contact is prolonged when:

We like each other (an expression of love)

We express antagonism (a long, i.e., state).

C. HAPTICS:

Haptics is the study of how physical contact or touch is used to communicate the ideas and
feelings. Touch can give negative or positive meanings. An important means of socialization is
handshake. People shake hands differently and each type of handshake conveys a different
meaning. Bellow table shows a classification of handshakes.

S.No: Type Description Interpretation

1 Manly Handshake Other person’s hand is gripped, Power and authority

squeezed firmly and released.

Palm facing down ward, giver’s

2 Palm down thrust palm Superiority
necessarily upward.

3 Palm-up Palm facing up Submission, inferiority feelings

 Lack of interest. Expectations
4 Dead fish Cold, sweaty hand are
artistes and athletes who use
hands
sparingly.

5 Double handed Initiator uses both hands Intimacy

6 Grasp Holds hands firmly at chest level Intimacy

7 Equal Firms and straight one Equality, mutual respect.

D. PROXEMICS:

The term proxemics refers to the study of how we use territory and space to communicate
message.

1. Environment: Well designed environment and place of importance enhance

communication value. When boss invites you out for a lunch to discuss a problem, you think it is
a more important topic, not the usual one that can be discussed in the company cafeteria.

2. Territory: It refers to the place where a person feels at home or powerful.

If an employee approaches a manager in the canteen to ask about a pay rise, the manager’s
response will probably be “come to my office, and we can discuss it”.

3. Space (Interpersonal Distance): It refers to the distance between the sender and receiver
of communications. One study showed that people located in relatively close proximity are seen
as warmer, friendlier as and more understanding than people located farther away. Bellow table
shows the classification of distances and their suitability for communication.
 S.No: Categories Distance Purpose

Whispering confidential information by or

1 Intimate Distance Above 18 inches angrily
shouting at subordinates.

Friendly discussions and conversations

2 Personal Distance 1 ½ to 4 feet between
peers.

Conversation between authoritative boss and

3 Social-Consultative 4 to 8 feet his
Distance subordinate, a sales man buyer, a stranger and
yourself.

12 feet to outer
4 Public Distance limit Class room and large meetings.
of being heard.

E. PARALANGUAGE:

Paralanguage refers to something in speech beyond language itself. It can be divided into four
part-Voice quality, Vocal characterizers, Vocal qualifiers and vocal segregates.

• Voice qualities: It refers to factors such as pitch, range, resonance, rhythm and speaking
rate.

• Voice Characterizers: It includes laughing, crying whispering, groaning, yawing,

whining, coughing and cleaning the throat
• Vocal qualifiers: They are momentary variations in volume (ranging from over loud to
over soft) or pitch (ranging from very high to very low)

• Vocal segregates: They are nonfluencies such as “ah”, “un”, and “um”; silent pauses; and
intruding sounds.

The quality of human voice depends on many other things, such as reasoning space, lungs, nasal
cavities, etc. The nose, sinuses, pharynx, and oral cavity act as resonating chambers and modify
the vocal tone produced by the vocal cords. The movement of the tongue against the palate, the
shaping of the lips, and arrangement of the teeth also bring about changes in the voice. Since the
structure and movements of all these organs are different in different people, the voice of no two
persons in the world can be identical.

F. CHRONEMICS:

A subtle mode of non-verbal communication is the use of time.

If one is late for meetings, it might be interpreted that he or she is careless, uninvolved or not
ambitious. However, a high ranking official might be late for a meeting and that may be
attributed to his being busy. Looking at your watch is usually interpreted as a sight of boredom
or restlessness.

Advantages of Non-verbal Communication:

The advantages of non-verbal communication are as follows:

1. One can communicate with someone who is hard of hearing.

2. One can communicate at place where silence is required.

3. One can communicate something which he doesn’t want others to hear or listen to.

4. One can communicate if he is far away from a person.

5. Non-verbal communication makes conversation short and brief.

Disadvantages of Non-verbal Communication:

Disadvantages of non-verbal communication are as follows:

1. Long conversation is difficult.

2. It varies from culture to culture.

3. Cannot discuss the particulars of the message.

4. Difficult to understand and requires a lot of repetitions.

5. Cannot be used as a public tool for communication.

6. Less influential and cannot be used everywhere.

LISTENING

If speaking is silver, then listening is gold.

– Turkish proverb.

Listening is a process and it is a reaction to speech. It is a process by which what is said by

speaker is received and understands. It requires concentration, interest and open mind. All these
are psychological attributes which can be studied systematically and improved training.

Hearing and listening are different. Hearing is merely picking up sound vibrations where as
listening is making sense out of what we hear.

Listening is also challenging because people have different reasons for listening. They listen to

- Gain information

- Receive instructions

- Hear complaints

- Enjoy entertainment and to

- Show respect.

The situations in which listening takes place also vary. Listening can occur:

a) In one-on-one telephone or face-to-face conversation.

Base Listening Types Description

Interest Fake listening Not interested in topic. Pretends listening.

Attention Active listening Open minded. Concentrates on speech. Observes feelings,

hear words and relate them meaningfully. Provides feedback.

Spasmodic listening Listens actively for some time. Loses interest and stops.
Again listens for some time & stops.

Inactive listening Does not listen at all. Body present and mind absent. Sits and
looks around.

Feelings Emotional listening Excited by the thoughts related to speaker or subject. Pays
attention but selective in understanding.

Critical listening Negative ones go on fault finding with speech and behavior
of speaker.
Positive ones evaluate the merits and demerits in a balanced
way.

Sympathetic listening Listening without a real obligation to understand the

message.
Lending ear for the satisfaction of the speaker.

b) In a small group; such as a few employees receiving instructions from their supervisor;
and

c) In a large group, such as an audience listening to seminar & meetings.

DEFINITION:-

Listening is a process of receiving and understanding the information, either from a subordinate
or a superior, and thus facilitating the chance of business success.
TYPES OF LISTENING

Listening Process:-

Listening process involves the mental processes like sensation, perception, cognition and action.
The same is, however, explained in different terms by different writers.

(1) Sensation:-

The listening process begins with sensing the speaker and the surroundings. You tune in when
you consider the speaker and speech important and find the surroundings pleasant. Sensation is
effective when (i) the sensing abilities are good, and

(ii) attentiveness is high.

(2) Perception:-

Perception involves receiving and interpreting. As the speaker speaks, the listener physically
hears the message and takes note of it. Physical hearing can be blocked by noise, impaired
hearing, or attention.

The received message is filtered according to the frame of reference of the listener.. Filtering is
the process of giving meanings to symbols through the unique contents of each person’s mind.
The contents of the mind can be: knowledge, experience, values, beliefs, expectations, biases,
etc.

The problem here is the listener may sometimes understand messages which are different from
the views of the speakers. The simple reason is: the speaker’s frame of reference may be quite
different from the listeners.

(3) Cognition:-

Cognition involves evaluating and remembering. After interpreting the message, the listener tries
to analyze the merits and draw conclusions. In this process, the listener separates the hard data
(facts and figures) and soft data (opinions and expectations).
Good listeners try to remember the messages by storing it in memory. Some listeners try to retain
what they hear by taking notes or by making a mental outline of the key points of the talk.

(4) Action:-

Different speakers get different responses. The response to a talk may include the following:

(a) Physical response:- Response of an individual may be a frown, a smile, or a laugh. In

case of a group, applause may be take the form of clapping or standing for a while.

(b) Verbal response:- It takes the form of a feedback. Feedback helps the speaker to find out
whether the message is properly understood. Listener can obtain clarifications and decode the
message accurately.

Importance of Listening:

The importance of listening can be established by the following practices and benefits:

(1) Managers spend more time:-

Approximately 75% of manager’s day is spent communicating. One researcher found that 9% is
in writing, 16% in reading, 30% in speaking and 45% in listening.

See where a manager’s time goes:

Giving information Giving information

Spoken 75% Speaking 30% Listening 45%

Written 25% Writing 9% Reading 16%

(2) Improves human relations:-

No man is an island. People need people and today, more than ever, people need listening. Not
listening seals people off from each other more than anything else does. If you don’t understand
how a person feels, you have not understood them. People are more happy and free when they
are listened to.
Good listening communicates the following feelings about the speaker:

“You are important to me”

“You are worth my time and my attention”

“You are saying something worth hearing”

“You are really an interesting person”

“You are ok”

(3) Creative force:-

Listening is a magnet: and creative force. Listening generates an alternating current that
recharges listeners. Listeners are constantly being recreated and developed. Listening provides
the fertile soil from which positive decision and changes can develop.

(4) Resolving Conflicts:-

Many business problems can be solved by listening actively. The sympathetic presence of
another person encourages clarification of speaker’s problems.

Listening is also a good way to encourage a person to share feelings and ideas with the speaker.
The result will be a good foundation to build a business relationship.

(5) Minimizes Paper work:-

If employees listen actively, firms can reduce their paper work to only those messages that must
be written. Firms whose employees are poor listeners find it necessary to write even then
smallest details in memorandums.