BACKGROUND FOR EFFECTIVE BUSINESS

COMMUNICATION
CHAPTER 1
EFFECTIVE COMMUNICATIONS IN BUSINESS

Why we study Business Communication?

Before begining to study the business communication, it is important to understand the
importance of communication skills in today’s business environment.
You may say that communication is important; you spend a lot of time doing it and you’re
pretty good at communicating. After all, you talk to people, write notes, read books, and get
along with other people which make you informed already. Why should you study
communication?”
The apparent simplicity of communication is deceptive. Just because we all communicate
every day does not make us good communicators. Just because some aspects of effective
communication are based on common sense; it does not mean common sense alone is
enough.
Skilled communicators draw on an extensive and complex body of knowledge, including
semantics (the study of word choice according to their meaning), linguistics (the study of
language), rhetoric (the study of writing and speaking effectively), psychology, sociology,
graphic design, and even computer science. You will explore and apply the scholarship and
research from all of these fields in your study of communication.
Good communication does, in fact, cross disciplines; correct grammar and audible speaking,
for example, are as necessary in a geography class as they are in a business communication
class. There are, however, at least five ways in which what you will learn that how this course
differs from what you have learned, or will learn, in your other classes.
1. First, the subject matter is different: here you will get a chance to practice
communicating with concepts and techniques from areas such as accounting,
finance, and marketing.
2. Secondly the forms are also different: you will, for example, practice writing
memos, letters and business reports – not just term papers, exams and essays.
3. Thirdly, in this class you will have a chance to practice your oral presentation
skills, which – according to various studies – you will probably be using
extensively in the business world.
4. Fourthly, you may learn a slightly different style; in general, business
communication is more objective, systematic, and concise than creative or
personal communication.
5. Finally, perhaps the most important difference is that, you will learn to persuade
people to accomplish your desired results.
 LESSON 01
COMMUNICATION
Outline:
 What is Communication?
 Importance of Communication
 Advantages of Communication in your Career
 Communication & Global Market
 Communication at Workplace

What is Communication?
I have been discussing how important communication will be for your success in business. What
you might be asked, what does the term communication mean?
Communication is from a latin word-communis, which means common or shared
understanding. Communication therefore is a purposeful effect to establish commonness
between a source and receiver. Technically speaking, in the act of communication, we share
knowledge, experience, thought, ideas, suggestions, opinions, feelings etc. known or
understood by others through speech, writing or bodily movement.

Definition of Communication
Communication refers to the exchange of information between a sender (source) and a receiver
(destination) so that it is received, understood and leads to action.

Communication is also defined as “the transmission and reception of ideas, feelings and
attitudes verbally or non-verbally to produce a favourable response”.

In its simplest form, however, communication is the transmission of a message from a source to
a receiver or the process of creating shared meaning.

Why do we communicate?
The purpose of any given communication may be:
 To initiate some action;
 To impart information, ideas, attitudes, beliefs or feelings;
 To establish, acknowledge or maintain links or relations with other people.

Initiating Action
Initiating action may be achieved by two basic categories of communication.

1. Expressing Needs and Requirements

 This can range from a baby’s cry – or even the beep of an alarm clock – to an adult’s more
precious expression of needs and wants. In a business organization, it would include
briefings, instructions and procedure manuals. This will only be effective where the other
person is willing to satisfy the needs.

2. Persuading and Motivating Others

It means to carry out the desired course of action, in other words, giving them a reason
(other than one’s own want or need) to perform that action. Persuasion of this kind is
likely to be a major element in marketing and sales: a sales person cannot simply ask a
customer to buy the product because he needs success. Infact, he must show that there
are benefits to the consumer, which will make the purchase worthwhile.

Imparting Information
Imparting information, ideas, attitudes, beliefs and feelings may have any number of
specific purposes.
 Creating awareness
 Creating understanding
 Persuading others
 Influencing others
Information gathering is a constant activity of human beings. We receive a great deal of
data and information in our daily lives, only some of which we seek or consciously absorb.
Think about these: news bulletins, books, bank statements, business information, gossip,
thing people tell you, things you ask them. This list is endless.

Remember that other people may be seeking information in the messages you ‘send’ (and
in the tone of your voice and other indications of what is ‘between the lines’). This
information may or may not be something you wish to communicate: you need to be
aware of it before your listener/reader.

Establishing Relations
Establishing, acknowledging and maintaining relations with other people are vital
functions of communication.

Importance of Communication
Communicating effectively in speaking and writing is useful in all areas of business, such as
management, technical, clerical, and social positions as we have just seen.

Ancient heritage of Communication Principles

 The ability to communicate well has always given advantages to those who possess it.
Communication has a rich history. The ancient world, both the East and the West,
depended on oral communication. In ancient Greece and Rome, it was necessary to
communicate when dealing with matters in assemblies and the courts. During the Medieval
and Renaissance Periods, the oral tradition progressed. As writing became more important
as a permanent record of communication, authors and books on written communication
principles appeared. So, we can say that some of today’s principles of writing are a mixture
of ancient oral and written traditions.

Lifeblood of an organization

An organization is a group of people associated for business, political, professional,

religious, social, or other purposes. Its activities require human beings to interact and react,
that is, to communicate. They exchange information, ideas, plans, and order needed
supplies and make decisions, rules, proposals, contracts, and agreements. All these
activities require one skill that is communication. So we can say that communication is the
“Lifeline” of every organization.

Advantages of Communication in your Career

 Your success in your career is based on your ability to do well both in written and oral
communication.
 This ability to communicate effectively is a valuable asset for you.
 If your career requires mainly mental rather than manual labor, your progress will
depend on how effectively you communicate your ideas to others who need or should
receive them.
 Strong communication skills are required in every job description listed by companies’
advertising positions. Communication is a primary responsibility in many careers, such
as customer relations, labor relations, marketing personnel, public relations, sales, and
teaching.
 Communication is also required in government and non-profit organizations.
 Communication skills play a major role at every level.
 Even if your work is mainly with figures, as in the accounting profession, the ability to
communicate to those who read your financial reports is necessary.
A Quality for Promotion

As an executive you must have the ability to communicate if you want promotion. Those
who cannot communicate effectively in either oral or written communication, remain in the
same positions.
 Many surveys have borne out the idea that effective communication is essential for success
and promotion in every field.

Communication in Today’s Workplace

Today’s workplace is constantly changing and developing, so effective communication is vital to
enable you to meet numerous challenges, such as:

Advancing technology
Today we have a variety of technological tools to help us to communicate faster, more
frequently and across an increased range. The Internet, e-mail, fax messages, voice mail,
teleconferencing, videoconferencing and wireless devices have transformed the way
people communicate. People can work together effortlessly whether they are in any
country or city; whether in a car, an office, a hotel or at home, even in an airport or on an
aeroplane. With every phone call or e-mail your communication skills are revealed for
everyone to see.

Global communications
More and more businesses are now working on a global scale across national boundaries.
Many people now work for multinational companies, and today’s workforce all over the
world now includes increasing numbers of people from different ethnic backgrounds. If you
are to communicate effectively in this environment, you must understand other people’s
backgrounds, beliefs and characters.
The way you communicate both within and outside your own country effects everything
you do. Moreover, your ability to speak and write effectively will also make a difference to
your organization. These qualities will help you to be successful in dealing with
international business people.

The information age

With an increase in the amount of information in today’s business world, you must be able
to make quick, effective decisions based on the information you receive. You must also
know how to find, assess, process and communicate information efficiently and effectively.
With so much information available today, it is a constant challenge to get your recipient’s
attention so that they will read and act appropriately on your message.

Team-based business environments

In today’s fast-paced business world, the traditional management hierarchy has changed,
and teamworking is now in vogue. In such a team-based environment, it is important to
study and understand how groups work together. You must learn to listen and watch other
people carefully so that you interpret all the nonverbal cues you receive.
Developing the Right Attitude
“To the customer, you are the company.” When dealing with customers, clients, and the
public, your attitude will reflect your organization and its culture. Each message
communicates the essential quality and culture of your company and can either build
goodwill or destroy it.
Doing an honest job enthusiastically and competently helps both the doer and the receiver.
Answering even routine inquiries should and can be an interesting challenge.

Preparing Adequately
Most of the people can learn to communicate effectively for business if they are willing to
devote whatever effort is necessary to prepare them adequately. In addition to the proper
goodwill- building attitude, the following qualities are desirable:
 Careful, sound judgment when choosing ideas and facts for each message.
 Patience and understanding, even with unjustly insulting persons.
 Integrity, backed up by a valid code of ethics.
 Reasonable facility with the English language.
 Applied knowledge of the communication process
 Principles of successful methods for sending and receiving messages.
 Knowledge of the cultural conventions of your audience.

Cultural Diversity at Work

Today’s workplace is increasingly diverse in age, gender and national origin. Diversity has
brought problems to organizations, but it has also brought strengths. The Changing
demographics have contributed to change in management styles, making effective
communication central to success in carrying out the organization’s business.
 LESSON 2
BUSINESS COMMUNICATION
Outline
 Business Communication
 Communication Flows
 Internal Communication
o Formal Internal Communication
o Informal Internal
Communication
 Direction of Flow within the Organization
 External Communication
o Formal External Communication
o Various Aspects of Formal External Communication
o Informal External Communication
o Ways of External Communication
 Methods of communication within Business OrganizationsWritten Communication
o Oral Communication
o Non-Verbal Communication
o Technological Communication

Business Communication
Business Communication is exchanging different business-related views, ideas, and news
within the related parties.
Prof. J. Haste defined business communication as,”when the communication occurs between
either two or more than two business people for the purpose of effective organization and
administration of business then it is considered as Business Communication.”
This indicates that business communication is a process in which information or news related
to business is exchanged between different business parties like customers, suppliers,
business clients, employees, etc. for the purpose
of effective administration of the business.
Communication Flows
Internal Communication
An exchange of information within an
organization is called internal communication. It
takes place at different levels -- downwards,
upwards and horizontal.
 To exchange information within and outside the organization, we use a variety of formal and
informal forms of communication that carry the flow of information.

1. Formal Internal Communication

The formal Communication Network
The formal flow of information follows the official chain of command. The diagram helps us
to understand this official chain of command.

Direction of Interanl Communication Flow

Internally in an organization, the communication flows in three ways as shown in diagram;
downward, upward and horizontally.

1. Downward Flow
In downward communication, the information flows from the top-
level management to the employees in an organization. This
information is related to passing on instructions to subordinates
or employees to do their respective tasks. Downward
communication is being used by managers to communicate
different goals, procedures and policies, guidelines, decisions,
instructions, etc. to their subordinates.

This type of communication can be in oral or written form. The

written form includes different notices, manuals, news display in
electronic form, etc. whereas, the oral form of downward
communication includes different face-to-face conversations,
telephonic communication, meetings, etc.

The characteristics of downward internal business communication include:

 It includes top to bottom approach i.e. superiors to subordinates.

 Its nature is directive.
 Main purpose is to communicate organizational objective, plans and procedures,
instructions, etc. to subordinates.
 The flow of the information is from the upper level to the lower level.

2. Upward Flow

This type of internal communication involves the bottom

to the top management approach. Here, the information
flows from subordinates to managers or any person that
is on the top level in the organization.

Upward internal communication is also very important

because it helps managers to solve problems and make
intelligent decision. The characteristics of upward
internal business communication include:
 It includes bottom to top approach i.e. subordinates to superiors.
 Its nature is participative.
 The main purpose is to provide timely feedback, suggestions, making requests, escalating
any issues or concerns, etc. to superiors.
 The flow of the information is from the lower level to the upper level.

3. Horizontal Flow

Lateral or horizontal communication is related to communication among employees holding

similar positions in an organization. It can be either verbal communication or written
communication. This may include inter-departmental communication or communication
between cross-departments and can be between people of the same or similar rank in a
company. To achieve the functional effectiveness of different organizational units, horizontal
or lateral communication is required for mutual cooperation and mutual help.

For example, the Marketing head of an organization is supposed to communicate about

market trends, customer needs and expectations, product demand scenario, etc. to a
production head for production of products accordingly.
2. Informal Internal Communication
Every organization has an informal communication network – a grapevine – that
supplements official channel. It is an important source of information. It is casual
conversation of an organization.

External Communication
Communication that takes place outside the organization is called external communication.

The right letter, proposal, report, telephone

call, or personal conversation can win back an
angry customer, create a desire for a firm’s
product or services, encourage collections,
motivate performance, and in general, create
goodwill.

1. Formal External Communication

Maintaining planned communications with
external parties through authorized channels

Various Aspects of External Communication

2. Informal External Communication

Although external communication is formal, informal contacts with outsiders are important
for learning customer’s needs. Plenty of high level manager recognize the value of keeping in
 touch with “the real world by creating opportunities to talk with and get feedback from
customers and frontline companies.

Ways of External Communication

Letters, pamphlets, annual reports, interviews with the news media etc. Any of these forms
can be used to communicate externally. It depends on the needs of the communication.

Effective communication internally and externally can build a good reputation and have a
positive impact on the ultimate success of the individual as well as organization.

Methods of communication within Business Organizations

Following are the four types of methods used for communicating in business:
1. Written communication
2. Oral / Verbal Communication
3. Non-Verbal Communication
4. Technological Communication

1. Written Communication

In written communication, message, information, ideas, or feelings are expressed in written

words. It includes formal letters, business reports, posters, business memos, bulletin boards,
brochures and other business documents.

The characteristics of written communication include:

 This communication mode uses written or printed text for exchanging the information
 It is more formal, more planned and detailed
 Written message is not easily misinterpreted
 It allows the editing and proofreading of the message
 It takes time to give feedback
 It is useful when permanent record is required

2. Oral / Verbal Communication

Oral communications is the verbal exchange of ideas and information from one person to
another person or group. It includes face-to-face discussions, meetings, conference calls,
interviews, phone calls, presentations, video or Audio recordings etc.

Oral communication has following characteristics:

 It allows high level of understanding and transparency as it is interpersonal.
  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.
 It is suitable to transfer private and confidential information/matter.

3. Non-Verbal Communication

Communication without using words or writings is known as non-verbal communication. It is

communication of feelings, emotions, attitudes, and thoughts through physical movements
and facial expressions. Gestures, posture, space, eye movements, etc. are examples of non-
verbal communication.

Non-verbal communication has following characteristics:

 Non-verbal communication can be unintentional as the sender may not be unaware that
he or she is sending a nonverbal message
 Non-verbal communication may be more honest than a verbal one
 It makes, or helps to make, a first impression
 Nonverbal communication is always present. Neither oral nor written communication
exists without nonverbal communication.
4. Electronic form of Communication

The use of electronic technology by companies to communicate quickly with multiple

recipients which include employees, creditors, shareholders, unions, suppliers and the
community in general, at low cost. Different forms of electronic communication are used by
organizations to communicate with or send messages not only to individuals and
organizations within a country but also in international arena.

Electronic form of communication mainly includes web conferencing, email, social

networking, text messaging, chat and online organizational websites.
 LESSON 3
THE COMMUNICATION PROCESS

Outline:
 Components of Communication
 Sender / Encoder
 Message
 Medium/Channel
o Mediums for Oral Communication
o Mediums for Written Communication
 Receiver / Decoder
 Feedback

The Communication Process

Communication is a process of sending and receiving verbal and non-verbal messages.
Communication is considered effective when it achieves the desired reaction or response
from the receiver. Communication is a two way process of exchanging ideas or information.
The process of communication has seven components: sender/encoder, message, medium,
receiver/decoder, context, noise and feedbacks.

Context
“The context of the communication interaction involves the setting, scene, and expectations
of the individuals involved”.
Every message, whether oral or written, begins with context. Context is a broad field that
includes country, culture, organization, and external and internal stimuli. Internal stimuli
have effect on how you translate ideas into a message. Your attitudes, opinions, emotions,
past experiences, likes and dislikes, education, job status and confidence in your
communication skills, all influence the way you communicate your ideas. The important
thing is your ability to analyze your receiver’s culture, viewpoint, needs, skills, status, mental
ability, experience and expectation. You must consider all these aspects of context in order
to communicate a message effectively.

Sender or Source
The sender is a person who imagines, creates, and sends the message.
While sending a message, you are the “encoder”, the writer or speaker, depending on
whether your message is written or oral, you choose symbols — words, graphic, pictures —
that express your message so that the receiver(s) will understand and react as you desire.
You decide which symbols best convey your message and which message channel will be the
most effective among the oral and written media (letter, memo, telephone, etc.)

Message
“The message is the stimulus or meaning produced by the source for the receiver or
audience.”
The message is the main idea that you wish to communicate; it is of both verbal (written or
spoken) symbols and non-verbal (unspoken) symbols. First decide exactly what your message
is. Also consider the receiver of your message. You must also consider your context and your
receiver’s as well. How will your receiver interpret your message and how it may affect your
relationship?

Medium or Channel
The channel is the way in which a message travels between source and receiver.
It means the way to be used to send your message. You can choose electronic mail, the
printed word or sound etc. The factors that affect the choice of medium include:
 relationship between the sender and the receiver
 the urgency of message can also be a factor in whether to use the written or spoken
medium.
 you may consider factors such as importance, number of receivers, costs and amount
of information
 you must also consider which medium is preferred in the receiver’s culture. Based on
research
The main mediums or channels of oral and written communication, both internal and
external, are shown in the following diagrams. The internal communication consists of
sending messages inside your organization while external communication consists of sending
messages outside your organization.
Receiver or Decoder
The receiver receives the message from the source, analyzing and interpreting the message
in ways both intended and unintended by the source.
The receiver or decoder of your message is your reader or listener. He may be influenced by
the context and by the external and internal stimuli. The receiver like sender receives
messages through the eyes and ears but is also influenced by non-verbal factors such as
physical environment, physical appearance, body movements, voice quality, touch, taste,
and smell.
All factors of a message are filtered through the receiver’s view and experience in the work.
Therefore, miscommunication can occur when personal biases and individual values cause
the receiver to misinterpret the sender’s internal message.

Noise
Noise, also called interference, is anything that blocks or changes the source’s intended
meaning of the message.
Noise interferes with normal encoding and decoding of the message carried by the channel
between source and receiver. Not all noise is bad, but noise interferes with the
communication process. For example, your cell phone ringtone may be a welcome noise to
you, but it may interrupt the communication process in meeting and bother your colleagues.

Environment
The environment is the atmosphere, physical and psychological, where you send and receive
messages.
The environment can include the artefacts, tables, chairs, lighting, and sound equipment that
are in the room. The room itself is an example of the environment. The environment can also
include factors like formal dress that may indicate whether a discussion is open and caring or
more professional and formal.

Feedback
The verbal or nonverbal response to a message
Feedback can either be oral or written; it can also be an action, such as receiving the mail or
an item you ordered. Sometimes, silence is used as feedback, though it is not very useful.
Senders need feedback in order to determine the success or failure of the communication.
 LESSON 4
BARRIERS IN EFFECTIVE COMMUNICATION/ COMMUNICATION FALLOFF

Outline:
 Semantic Barrier
o Denotation
o Connotation
o Technical Jargons
 Physical Barriers
 Psychological Barriers
 Perceptual Barriers
 Attitudinal Barriers
o Closed Mind
o Sender’s Credibility

People in the world are not exactly alike. Cultures or countries are not the same. These
differences, however, can cause problems in conveying your meanings. Each person’s mind is
different from others. As a result, message sender’s meanings and the receiver’s response are
affected by many factors, such as the following:
1. Semantic barriers (Convention of Meaning)
2. Physical Barrier
3. Psychological barriers
4. Perceptual barriers
5. Attitudinal Barriers

1. Semantic Barrier (Convention of Meaning)

The Semantic Barriers refers to the misunderstanding between the sender and receiver
arising due to the different meanings of words, and other symbols used in the
communication. The semantic barriers usually arise when the information is not in the simple
language and contains those words or symbols that have multiple meanings. Following are
the main language barriers
Denotation
The denotation means the literal meaning of the word. It just shows the name of the object
and does not imply any negative or positive qualities. The detonation barriers arise due to the
sender and receiver using a different definition and meaning of the word used in the
message.
o For example, word crane is used in the context of bird species but it is interpreted by
 receiver as a vehicle that lifts the objects.
o The word braces which is used to define the metallic structure to adjust teeth in
American English but it was understood by receiver as a part of clothing according to
British English.
Connotation
The implied meaning of the word is called connotation that arouses personal reactions and
qualitative judgments. The meaning of the word does not arise by itself but in the relation
between the text and the context. If the receiver does not understand the connotation
attributed by the sender, miscommunication takes place.
o For example, consider the word ‘cheap’. You will enjoy a ‘cheap holiday’ because you
spend less than the real cost. Industries desire ‘cheap labour’ to reduce the over all
cost of production. These connotations of cheap as an adjective are different from the
connotations in expressions like “cheap popularity’ and “cheap joke”.
o For example, the word slim can have a positive connotation if used as slim girl and
negative connotation when used as slim profits or chances.
Technical jargons
Often people working in the technical groups such as engineers, production managers, IT
managers, etc. use the technical jargons in their communication which is quite difficult for the
layman to understand. Thus, the use of technical jargons in communication can act as a
barrier. For example, AWOL is a jargon used in military which means, Absent without leave.

2. Physical Barriers
Physical barrier is the environmental and natural conditions that act as a barrier in
communication in sending message from sender to receiver. Organizational environment or
interior workspace design problems, technological problems and noise are the parts of
physical barriers.
In writing the possible physical barriers might include barrage of possible physical blocks,
jammed or jagged margins, fingerprints or smudges, unclear photocopies, unreadable word
processor printout, water and coffee or tea spots etc.

3. Psychological Barriers
The Psychological or Emotional Barriers refers to the psychological state i.e. Opinions,
attitudes, status consciousness, emotions, etc. of a person that deeply affects the ability to
communicate. The communication largely depends on the mental condition of a person, if the
person is not mentally or emotionally sound, then he cannot communicate effectively either
as a sender or a receiver.
 Psychological barriers usually arise from lack of attention, poor retention, premature
evaluation, distrust and emotional state of the person such as anger, nervousness, confusion,
restlessness etc.

4. Perceptual Barriers
Perceptual barriers are the mental blocks that we create because of the perceptions that we
have of certain people, situations or events around us. The problem in communicating with
others occurs because we all perceive things differently based on each individual’s unique
experiences, varied socio-cultural background, educational level, and value system. The
perceptual process determines what messages we select or screen out and how we organize
or interpret selected information.
Abstracting (selecting some details and omitting others), assumptions, stereotyping and
misunderstandings of others, whose experiences differ from ours, may lead to different
interpretations of a message and cause the perceptual barrier.

5. Attitudinal Barriers
An attitude can be defined as a persistent tendency to feel and behave in a particular way
towards some object. For example: Naeem does not like night shift, so his attitude is negative
towards his work assignment. A receiver’s attitude towards a message can determine
whether it is accepted or rejected.
The communication is also influenced by the values, attitudes, and opinions of the
communicators. The people react favorably when they receive agreeable message. Receivers’
views of the information will affect their responses and people usually react according to their
attitudes toward a situation rather than to the facts. Attitudinal barriers occur due to,
Closed Mind
Some people hold rigid views on certain subjects. They maintain their rigid views regardless of
the circumstances. Such a closed minded person is very difficult to communicate to.
Sender’s Credibility
Credibility of the sender is important in getting a favorable reaction. Often people react more
according to their attitude towards the source of information than to the information itself.
An effective communication builds credibility by writing and speaking in a fair and just
manner and by considering receiver’s point of view. Other circumstances, such as
environmental stresses, personal problems, and sensitivity affect attitudes, opinions and
responses.
 LESSON 5
NON- VERBAL COMMUNICATION

Outline:
 What is the Non-verbal Part of the Message?
 Four types of Non-verbal Messages
o Personal
o Common to a Group of People or Culture
o Universal
o Unrelated to the Message (Random)
 How to Analyze Non-verbal Communication?
 Different Aspects of Non-verbal Communication
o Body Movement (Kinesics Behavior)
o Physical Characteristics
o Touching Behavior
o Vocal Qualities (Paralanguage)
o Space
o Artefacts
o Environmental factors

What is the Non-Verbal Part of the Message?

Non-verbal communication consists of that part of a message that is not encoded in words.
The non-verbal part of the message tends to be less conscious and often reveals the sender’s
feelings and preferences more spontaneously and honestly than the verbal part.

Importance of Non-Verbal Communication

If the verbal message does not match the non-verbal communication, people tend to believe
the nonverbal message. The nonverbal aspects of communication are so closely intermingled
with the verbal part that it is difficult to separate them. People receiving verbal and non-
verbal messages combine them with the context in which the communication takes place and
interpret the total message.

Classification of Non-verbal Messages

Non-verbal communication can be classified as follows.
 Personal (to the individual)
 Common to a group of people or culture
 Universal (to humankind)
 Unrelated to the message (random)
1. Personal Non-verbal communication
Personal non-verbal communication involves kinds of nonverbal behavior that are unique to
one person. The meaning is also unique to the person sending the message. For example,
 someone may work while talking; another person may work in silence. One person may laugh
due to nervousness or fear, while another may cry.

2. Cultural Non-Verbal Communication

Cultural non-verbal communication, by contrast, is characteristics of, or common to a group
of people. It is learned unconsciously by observing others in the social group. In aboriginal
culture, for example, eye contact is less acceptable than it is in European culture.

3. Universal Non-Verbal Communication

Universal non-verbal communication is behavior that is common to humankind. It shows
happiness, sadness or deep-seated feelings – for example, a smile or tears.

4. Unrelated non-verbal communication

Unrelated non-verbal communication, such as sneezing or coughing, is unrelated to the verbal
message. It can distract from the verbal message, but has little effect on the meaning of the
verbal part of the message.

How to Analyze Non-verbal Communication?

People communicate non-verbally with body movements and personal relationship
behaviors. This non-verbal communication changes or complements the verbal
communication. The non- verbal communication always occurs in a context, or framework.
The context often determines the meaning of the non-verbal behavior. On different
occasions, the same non-verbal gestures may have completely different meanings. Without
context and spoken works, non-verbal behavior is almost impossible to interpret with any
accuracy.

Different Aspects of Non-verbal Communication

Theoretical writings and research classify non-verbal communication into seven main areas:
1. Body movement (kinesics behavior)
2. Physical characteristics
3. Touching behavior
4. Vocal qualities (paralanguage)
5. Space (proximity)
6. Artifacts
7. Environment
1. Body Movement
Body movement, or kinesics behavior, includes movement of the hands, head, feet and legs,
posture, eye movements, smile, handshakes and facial expressions – all these affect the
message. Body posture, gestures and eye contact convey a nonverbal message.
Body Posture. Body posture is the way a person stands and leans forward. Leaning slightly
forward while standing or sitting communicates that you are approachable, receptive, and
interested. The way people stand or sit can say a lot about how they feel. Someone who is
nervous or anxious will fidget with their hands, tap their feet, drum the table with their
fingers. Someone who is sitting well back in their chair, legs crossed at the ankle, may be seen
as being relaxed and confident. The way this is received by others, and the type of feedback
given, determines how the communication will flow.

Gestures. Many gestures are used as we speak, for example, shaking a fist to denote anger,
sweeping arms in excitement, using hands for emphasis. These are all valuable signs in
communicating and you should learn to read such gestures carefully.

Eye Contact. The importance of eye contact is paramount. Looking someone directly in the
eye suggests openness, honesty, confidence and comfort. Looking away gives an impression
of being conniving or sly, or perhaps just unsure and uncomfortable. When speaking to one
person try to look them in the eye. When speaking to a group avoid fixing your gaze on one or
two people – let your eyes roam regularly to all corners of the room so that everyone feels
involved.

2. Physical Characteristics
Physical characteristics such as body shape, general attractiveness, body and breathe odors,
weight, hair and skin colour are important parts of non-verbal communication. Because
people react and respond to these factors, they all determine their responses in interpersonal
encounters. First impressions and images of others can be associated unconsciously with past
experiences of people with similar physical characteristics.

3. Touching Behavior
Stocking, hitting, holding or guiding the movement of another person are examples of
touching behavior that communicate non-verbally. Each of these adds a different meaning to
a message. Touch can console or support the other person and shows a feeling of affection. A
handshake, for example, can express dominant equality. A pat on the arm can convey
intimacy or control.
4. Paralanguage (Vocal Qualities)
Paralanguage is that part of language associated with but not involving the word system. It
consists of the voice qualities and vocalizations that affect how something is said rather than
what is said.
Vocalizations also give clue to the total message. The tone of voice, rate of speaking and voice
inflection are an important part of the total message. A tired person, for example, will speak
more slowly than relaxed one, a disappointed person may speak with a flat tone, while the
voice tone of someone excited about a coming holiday reflects excitement.

5. Proximity (Use of Space)

Proximity means nearness, in terms of physical space i.e. how people use their personal space
while communicating a message. This response to spatial relationships in formal, informal and
intimate settings indicates how that person perceives and feels in that space.

Personal space varies according to:

 Gender
 Status
 Roles
 Culture
Research has shown that the use of space reflects the way people feel about others.
Australians speaking to acquaintances or workplace colleagues leave about an arm’s length of
space between themselves and the other person. People speaking to friends and family leave
about half an arm or an elbow’s length between themselves and others. People in close
relationships allow direct and close contact when speaking to each other. Americans keep a
distance of 18 inch from other person during a formal conversation.

6. Artifacts
Artifacts are objects used to convey nonverbal messages about self-concept, image, mood,
feeling or style. For example, perfume, clothes, lipstick, glasses and hairpieces project the
style or mood of the wearer. Many artifacts are common to the group but we also use
artifacts, particularly clothing, as an individual form of communication.

Consider the difference between the clothes you wear at home, to the party and the clothes
you wear on a job interview. The choice of clothes reflects your mood and your attitude to
the occasion. Other people note and place their own interpretation of your dress.
7. Environmental Factors
The environment can influence the outcome of a communication. For this reason,
organizations give careful consideration to office space, factory layout, the sales area and
conference venues. The environment should put people at ease and match with their
expectations; an unsuitable environment can produce ‘noise’ that causes communication
barriers and interferes with the communication process.

Natural and artificial light, colour, temperature, tables, chairs, desks, lounges, plants, sound,
artwork, magazines, floor and wall coverings all have an impact on people’s perception of an
organization, which in turn, affect the communication process.
 LESSON 6
SEVEN C’s OF EFFECTIVE COMMUNICATION
Outline:
 Seven C’s of effective communication
o Completeness
o Conciseness
o Consideration
o Clarity
o Concreteness
o Courtesy
o Correctness

There are 7 C’s of effective communication which are applicable to both written as well as
oral communication. These are as follows:

Completeness
The communication must be complete. It should convey all facts required by the audience.
The sender of the message must take into consideration the receiver’s mind set and convey
the message accordingly. A complete communication has following features:
 Complete communication develops and enhances reputation of an organization.
 Moreover, they are cost saving as no crucial information is missing and no additional
cost is incurred in conveying extra message if the communication is complete.
 A complete communication always gives additional information wherever required. It
leaves no questions in the mind of receiver.
 Complete communication helps in better decision-making by the
audience/readers/receivers of message as they get all desired and crucial information.
 It persuades the audience.

Conciseness
Conciseness means wordiness, i.e, communicating what you want to convey in least
possible words without forgoing the other C’s of communication. Conciseness is a necessity
for effective communication. Concise communication has following features:
 It is both time-saving as well as cost-saving.
 It underlines and highlights the main message as it avoids using excessive and needless
words.
 Concise communication provides short and essential message in limited words to the
audience.
 Concise message is more appealing and comprehensible to the audience.
 Concise message is non-repetitive in nature.

Consideration
Consideration implies “stepping into the shoes of others”. Effective communication must
take the audience into consideration, i.e, the audience’s view points, background, mind-set,
education level, etc. Make an attempt to envisage your audience, their requirements,
emotions as well as problems. Ensure that the self-respect of the audience is maintained
and their emotions are not at harm. Modify your words in message to suit the audience’s
needs while making your message complete. Features of considerate communication are as
follows:
 Emphasize on “you” approach.
 Empathize with the audience and exhibit interest in the audience. This will stimulate a
positive reaction from the audience.
 Show optimism towards your audience. Emphasize on “what is possible” rather than
“what is impossible”. Lay stress on positive words such as jovial, committed, thanks,
warm, healthy, help, etc.

Clarity
Clarity implies emphasizing on a specific message or goal at a time, rather than trying to
achieve too much at once. Clarity in communication has following features:
 It makes understanding easier.
 Complete clarity of thoughts and ideas enhances the meaning of message.
 Clear message makes use of exact, appropriate and concrete words.

Concreteness
Concrete communication implies being particular and clear rather than fuzzy and general.
Concreteness strengthens the confidence. Concrete message has following features:
 It is supported with specific facts and figures.
 It makes use of words that are clear and that build the reputation.
 Concrete messages are not misinterpreted.

Courtesy
Courtesy in message implies the message should show the sender’s expression as well as
should respect the receiver. The sender of the message should be sincerely polite, judicious,
reflective and enthusiastic. Courteous message has following features:
 Courtesy implies taking into consideration both viewpoints as well as feelings of the
receiver of the message.
 Courteous message is positive and focused at the audience.
  It makes use of terms showing respect for the receiver of message.
 It is not at all biased.

Correctness
Correctness in communication implies that there are no grammatical errors in
communication. Correct communication has following features:
 The message is exact, correct and well-timed.
 If the communication is correct, it boosts up the confidence level.
 Correct message has greater impact on the audience/readers.
 It checks for the precision and accurateness of facts and figures used in the message.
 It makes use of appropriate and correct language in the message.
Awareness of these 7 C’s of communication makes you an effective communicator.
 LESSON 7
LISTENING
Outline:
 What is Listening?
 Difference between hearing and listening
 Purpose of Listening
 The Listening Process
 Variety of Listening Skills
 Barriers in Listening
 Ways to Improve Your Listening

What is listening?
Listening is an active process of receiving aural stimulus.
Listening is an active rather than a passive process. Listening does not just happen we must
make it happen. A great time is spent on listening and talking. Listening serve two purposes in
its process.
 As the sender of the message, listening to your receiver tells you how the other
person has interpreted your message.
 As the receiver of a message, listening to the sender or other person allows you to
understand their meaning.

Difference between hearing and listening

Hearing is a physiological process. The ear receives stimuli or sensations and transmits them
to brain. Whereas; listening is a mental process Listening refers to the interpretive process
that takes place when we hear something.
Remember that every sound or voice that we receive cannot be termed as listening. There are
certain occasions when you receive some certain sound stimulus but you do not understand it
because your attention is towards something else. In such cases, we say that you heard
something but you did not listen to anything.
Listening is the most important of all the communication skills. Upon awakening we listen to
people, friends around us. Wherever we go, we listen to something. We spend most of our
time engaged in listening. Listening occupies more time than any other communication.

Purpose of Listening
Listening serves a number of important purposes.
1. It enables the listener to check on the accuracy of understanding what the speaker
said.
 2. Besides, the listener expresses acceptance of speaker’s feelings.
3. Most important of all, listening provides a chance to the speaker to explore his or her
feelings and thoughts further.

The Listening Process

The listening process consists of five elements.

1. Receiving
The first element in the listening process is receiving. Here, you physically hear the message
and take note of it. The efficiency of this stage will be affected by various external factors,
such as noise, poor hearing, and lack of attention.

2. Filtering
The second element in the listening process, filtering, is the elimination of unwanted stimuli.
The stimuli may be external, such as events occurring around you, spoken words, or physical
experiences that affect your senses; or internal, such as deadlines you must meet by the end
of the workday, or a headache you have developed because you missed lunch. Whatever the
stimuli, you can’t focus on all of them at the same time. Therefore, filtering allows a listener
to focus on stimuli that are of specific interest.

3. Interpreting
The third element of the listening process is interpreting. When interpreting, you infer the
speaker’s meaning, based on your own experiences and expectations, your own values,
beliefs, ideas and needs. Listeners tend to consider nonverbal cues as well as verbal cues
when interpreting oral messages.

4. Responding
The fourth element in the listening process is responding, a form of feedback that lets the
sender know the message was received and understood. Feedback might include the direct
verbal response or non-verbal response.

5. Remembering
The fifth element, remembering, involves recalling at a later time the information that was
interpreted and responded to earlier.
The success of the listening process depends on all five elements. If one of the elements is
omitted or fails to function properly, the entire listening process is jeopardized.

Variety of Listening Skills

A variety of listening skills can be learned and developed with practice. The following skills are
worth practicing
1. Attending listening
2. Encouraging listening
3. Pause
4. Reflecting listening
5. Active listening

1. Attending Listening
In attending listening you focus on speaker by giving them your physical attention you use
whole body, eye contact posture personal space in short complete feedback.

2. Encouraging Listening
It involves using various verbal and non-verbal means to encourage others to continue
talking. It invites speaker to say more without pressuring them to disclose their feelings or
thoughts. Minimal and brief responses, use of encouraging questions (5w’s) let speaker know
you are listening and encourage them to talk.

3. Pause
Brief pause allows speaker time to consider reflect and decide whether to continue speaking.
Allow silence.

4. Reflecting Listening
Restating the speakers feeling and contents as well as appropriate feedback shows the other
person you understand the message well.

5. Active Listening
An active listener has empathy with the speaker. It shows that you understand the issue from
other persons’ point of view. Feedback is the connecting, continuing or completing link in
communication.

Barriers to Listening
There are certain factors which bar our proper listening. An average person remembers only
half of what is said during a 10-minute conversation and forgets half of that within 48 hours.
Studies agree that listening efficiency is no better than 28 to 30 percent. Following are the
some causes of listening pitfalls:
1. Prejudice
All of us have personal opinions, attitudes, or beliefs about certain things. When we listen to a
speaker who is contrary to our ideas, we cannot maintain attention. As a result we do not
listen to whatever he says. We should give a chance to the speaker to finish his message.
Later, we can agree or disagree.

2. Distractions
Not only the verbal messages but also the nonverbal cues of the speaker affect our listening.
Actually, the entire physical environment affects listening. Among the negative factors are
noisy fans, poor light, distracting background music, bang of a horn, extreme weather. Among
the speaker’s nonverbal cues are his clothes, his voice quality, his wearing of a certain
perfume, reek of sweat, excessive gestures, etc.

3. Semantic Barrier
Meaning of words also create problem in listening, as meaning of words vary from person to
person influenced by feelings, attitudes, prejudices and biases. Sometimes the way a speaker
articulates a word turns away the audience attention.

4. Premature Evaluation
Listeners tend to develop the premature evaluation of what they are listening to and arrive at
the concluding thought quickly. This premature evaluation poses can make the effective
listening impaired.

Some of the other listening barriers include:

 Boredom or lack of interest
 Listener’s dislike of speaker
 Desire to change rather than accept the speaker
 Tendency to make early conclusion
 Intrusion of listeners’ own values or attitude
 Listener’s opinion that the speaker lacks credibility
 Ways to Improve Listening

1. Concentrate on the message. People normally speak at 150 to 200 words a minute and listen
at 400 to 500 words a minute. This gap between speaking and listening speeds requires the
listener to make a conscious effort to focus and concentrate on the message to avoid “mind
drift.” Focusing your concentration and mental energies on the message is the foundation of
effective listening.

2. Determine the purpose of the message. Oral messages have purposes, as do written
messages. As a listener, you need to determine the purpose of the oral message so that you
can decide on the mode that you will use when listening. Three modes commonly used to
listen to messages are cautious listening, skimming, and scanning.
 Cautious Listening is used when you need to understand and remember both the
general concept and all the details of the message.
 Skimming is used when you need to understand only the general concept of the
message.
 Scanning allows you concentrate on details of specific interest to you instead of on
the general concept.

3. Keep an open mind. Don’t allow biases and prejudices to influence listening

4. Provide feedback. Feedback is important. It is your response to the speaker, and it lets
the speaker know you are listening.

5. Minimize note taking. Taking notes may interfere with the listening process. Instead of
taking complete notes, record key points and ideas in an outline.

6. Analyze the total message. Use both visual and verbal observation to analyze and
understand the content of message.

7. Do not talk or interrupt. Talking and interrupting interfere with listening.