Business CommunicationII BBCM155D Final

BBCM155D
Business Communication – II
Course Design
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Advisory Council
Chairman
Dr Parag Diwan
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Members
Dr Kamal Bansal Dr Anirban Sengupta Dr Ashish Bhardwaj
Dean Dean CIO
Dr S R Das Dr S P S Narang Dr Sanket Goyal

VP – Academic Affairs Associate Dean VP – Research & Development
SLM Development Team

Wg Cdr P K Gupta
Dr Sunder Ganesh Raju
Dr Neeraj Anand
Dr K K Pandey
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Print Production
Mr Kapil Mehra Mr A N Sinha

Sr Manager – Study Material Sr Manager – Printing
Author
Vandana Khetarpal
All rights reserved. No part of this work may be reproduced in any form, by mimeograph or any other means,
without permission in writing from MPower Applied Learning Enterprise.
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Course Code: BBCG-102D
Course Name: Business Communication – II
Version: July 2013
© MPower Applied Learning Enterprise

UNIT 20: Case Study
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Contents
Block-I
Unit 1 Communication Process ................................................................................................. 3
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Unit 2 Models of Communication ............................................................................................ 13
Unit 3 Channels of Communication ........................................................................................ 21
Unit 4 Gateways to Communication ....................................................................................... 41
Unit 5 Case Study .................................................................................................................... 57
Block-II
Unit 6 Internal Communication .............................................................................................. 63
Unit 7 Management Communication...................................................................................... 75
Unit 8 Listening Skills ............................................................................................................. 85
Unit 9 Reading Skills ............................................................................................................. 103
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Unit 10 Case Study .................................................................................................................. 113
Block-III
Unit 11 Barriers to Effective Communication ........................................................................ 117
Unit 12 Feedback System ........................................................................................................ 131
Unit 13 Body Language ........................................................................................................... 153
Unit 14 Speech Presentation ................................................................................................... 169
Unit 15 Case Study .................................................................................................................. 181
Block-IV
Unit 16 Business Correspondence........................................................................................... 185
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Unit 17 Reports ........................................................................................................................ 195

Unit 18 Meetings...................................................................................................................... 211
Unit 19 Group Discussions ...................................................................................................... 231
Unit 20 Case Studies................................................................................................................ 247
Business Communication II
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Block-V
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Unit 21 Communication on the Net ........................................................................................ 253
Unit 22 Business Negotiation Skills ....................................................................................... 265
Unit 23 Business Communication Etiquette .......................................................................... 275
Unit 24 Legal and Ethical Issues in Business Communication ............................................ 289
Unit 25 Case Study .................................................................................................................. 301
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Glossary ..................................................................................................................................... 303
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UNIT 1: Introduction to HRM and HRD
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BLOCK-I
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Detailed Contents Human Resource Management
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___________________
UNIT 1: COMMUNICATION PROCESS UNIT 3: CHANNELS OF COMMUNICATION
z ___________________
Introduction z Introduction
z Communication is a Two-way Process
___________________ z Channels of Communication
z Communication Process: Meaning and Concept z Dimensions (Flows) of Communication in
___________________
Organization
z Difference between Communication and Effective
___________________
Communication z The Concept of Ombudsperson
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___________________ z Factors Influencing Organizational Communication
UNIT 2: MODELS OF COMMUNICATION
z ___________________
Introduction UNIT 4: GATEWAYS TO COMMUNICATION
z Shannon Weaver Model of Communication
___________________ z Introduction
z Murphy’s Model of Communication
___________________ z The Ten Commandments of Communication
z Berlo’s Model of Communication z Mastering Communication Skills
___________________
z Thill and Bovee’s Model of Communication z Gateways of Communication in an Organization
z Essential Attributes for Communication
UNIT 5: CASE STUDY

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UNIT 1: Communication Process
Unit 1
3
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Communication Process
___________________
___________________
___________________
Objectives
___________________
After completion of this unit, the students will be aware of the following
topics: ___________________
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Communication is a two-way Process ___________________
Communication Process: Meaning and Concept ___________________

Difference between Communication and Effective Communication ___________________
___________________
Introduction ___________________
The word communication originates from the Latin word

"communis", which means "common". It is an important aspect of
human behaviour and symbolizes human beings' ability to convey
opinions, feelings, information, and ideas to others through words
(written or spoken), body language, or signs. Communication is an
integral part of life. From birth to death, every living being is
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communicating in his or her own way, be it with birds, animals,
trees or human beings.
The word business stands for any economic activity which is
undertaken with a view to earn profit and the communication
undertaken in the process of this activity is termed as "business
communication." From the very inception of any business, there is
business, communication. It includes oral, written, formal,
informal, upward, downward, lateral, diagonal, inward, outwards
as well as non verbal communication.
Communication is the most vital ingredient of an organization.
In fact, an organization cannot be conceived of without
communication. An organization is a group of persons constituted
to achieve certain specific objectives. The achievement of these
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objectives largely depends on proper co-ordination and integration

of human effort. The people working in an organization are
interrelated; their activities are also interrelated because these are
performed only to achieve organizational objectives. Co-ordination
and integration of various human activities is possible only if there
is an effective system of communication within the organization,
which provides for exchange of information and sharing of ideas.
4 The more effective the system of communication, the better is the

Notes relationship between workers and management.
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Activity
___________________
Write an essay on the Since communication gives life to an organization; it is as the life
statement “Communication is
___________________
a two-way process.” blood of an organization too.
___________________
___________________ Communication is a Two-way Process

___________________ Management of an organization is effective only when its
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___________________
communication machinery is effective. The very existence of
management depends upon an effective machinery of
___________________
communication. Effective communication machinery is important
___________________ because it communicates, and helps in implementing, the policies
___________________ and objectives of the organisation on the one hand, and also helps
in understanding the nature and behaviour of the people at work.
___________________
Management communication is a two-way process. It means that
the management must allow both the parties — the management
and the subordinates to convey their feelings, ideas, opinions,
facts, grievances etc. to the other party. Communication is said to
be a continuous process of exchange of views and ideas, but it
should be both ways — downward and upward. The
communication machinery or process should not only provide the
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manager with the privilege of communicating orders and directions
to the workers to get the work done towards the achievement of
organizational objectives as pleaded by the classical theory of
organisation behaviour known as Theory X by McGregor, but the
workers also must be given a right to approach the management
and communicate their complaints, grievances, opinions, facts,
suggestions etc., which may be in response to the orders or
directions received from the management, or in the interest of the
organisation, contributing to the achievement of its objectives. This
two-way traffic is advantageous to both the management and the
workers. Managers, very often, like that the subordinates must
listen to them and follow their orders and directions whatsoever.
On the other hand, managers are not prepared to listen to their
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subordinates regarding what they think about them and of their

suggestions, ideas or directions. They are not bothered about their
subordinates’ likes and dislikes and how they can contribute to the
organizational objectives. Management, in this way, cannot be
effective. Without giving subordinates an opportunity to be heard,
their feelings will remain suppressed and they may breakdown at
any time.
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A message can be interpreted by the recipient according to the
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image of the communicator in the mind of the recipient. If the Activity
image is bad, the version of the message may be distorted and ___________________
Make a presentation on the
concept of communication.
interpreted differently. The bad image can be erased through ___________________
proper communication from the other side, which is possible only
___________________
when there is two-way communication in the organisation.
___________________
Thus, creation of organizational system allowing two-way traffic
___________________
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will improve the morale of the workers on the one hand because
they think that they have a say in the management, and will ___________________
improve the working of the organisation on the other hand, ___________________
because management-worker relations develop in a cordial
___________________
atmosphere. Thus, two-way communication is necessary for
effective management. ___________________
___________________
Check Your Progress
True or False:
1. Communication is said to be a continuous process of
exchange of views and ideas.
2. Management of an organization is effective only when
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its communication machinery is effective.
Communication Process: Meaning and Concept

Communication has been defined as a process. The process is a
concept which is dynamic and ever-changing in nature. It implies
that events and relationships are seen as dynamic, flexible and
continuous and such, and must be considered as a whole, a
dynamic interaction both affecting and being affected by many
variables. Thus, process has at least four elements — acts or
action, a continuous change in time, advancement or progress over
time, and a goal or result. Therefore, process implies a time
dimension as well as a space dimension in which action unfolds in
a continuously changing progression towards some goal.
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Communication being a process, requires at least two persons — a

sender and a receiver—irrespective of the mode of communication.
The sender or source conceives the idea, gives it a shape, decides
the mode of communication which may be used to convey the idea,
and conveys it. The receiver receives it, tries to understand it, and
finally takes an action which may be either to store the
information or to send the message to the original source or take
6 any other line of action as required by the source. The whole

Notes process, thus, may be depicted as follows:
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___________________
The entire process of communication requires at least the above six
___________________ steps, i.e., Ideation, Encoding, Transmission, Receiving, Decoding
___________________ and Action. These steps are discussed as under:
___________________ 1. Ideation: The first step in communication is ideation. Here

the sender thinks of an idea which he wants to communicate to
___________________
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the other party. This is the content and the basis of the
___________________ message. He must have something to say before he really says
___________________ it. The sender must also keep in mind the party to whom the
___________________
message is intended to be conveyed, and also the channel to be
used.
___________________
2. Encoding: Under this step, messages are composed of
___________________
symbols having a certain meaning for the sender and the
receiver. Encoding is, thus, translation of an already conceived
idea by the sender into a message appropriate for
transmission. Encoding includes selection of the mode of
communication. The wording of the message may be different
for different methods of communication to be used. A telegram
may be differently worded from a letter. A telephonic
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conversation may be different from a face to face conversation.
A green signal and a whistle from the guard are sufficient
signals to the train driver for starting the train, such signals
are not sufficient for an aeroplane to take off.
3. Transmission: The third step is transmission or conveying of
the message as encoded by the sender. Transmission conforms
to the method selected by the sender in the preceding step. The
sender also chooses the channel or path of communication
through which the message is to travel from the sender to the
receiver. The channel may be mass media such as newspapers,
radio, television, films etc., or inter-personal involving direct
exchange between source and receiver such as telephone,
correspondence, or non-verbal symbols like hands or facial
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gesture, or other body movements. The sender must consider

the effectiveness of the channel in making his selection. A
lengthy message cannot be sent through a telegram. A channel
should be such that it minimizes the possibility of distortion of
the message.
4. Receiving the message: The next step is the receiving of the
message by the receiver. The receiver must pay due attention
to the message he receives. Any neglect on the part of the 7

receiver may make the communication ineffective so that the Notes
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Activity
message is lost. Thus, the receiver should be a good listener in ___________________
Observe the communication
the case of an oral message; however, listening alone is not flow in your office and study
___________________
which department has
sufficient, he should also be willing to understand.
effective communication
___________________
system.
5. Decoding: Decoding is the reverse of encoding. It means
translation of symbols etc., encoded by the sender into an idea ___________________
for understanding. The receiver decodes the message by ___________________
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changing the symbols into a meaning. Understanding the ___________________
message sent by the sender is the key to the decoding process.
___________________
If the receiver could not decode the message correctly to make
it understandable, or misunderstands it, or pretends to ___________________
misunderstand it whereas he understands it well, the ___________________
communication is rendered ineffective. This happens because
___________________
perceptions of two persons may be quite different.
6. Action: It is the response by the receiver of the
communication. He may ignore the message completely, or
may store it, or may act as directed by the sender. Thus, it is
an action or reaction on the part of the receiver in response to
the message received by him from the sender. He may also
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send a message to the sender in response to the original
message from the sender.
Check Your Progress

Fill in the blanks:
1. Decoding is the reverse of …………………..
2. A ……………………. conversation may be different from
a face to face conversation.
Difference between Communication and Effective

Communication
Boss to his employee-“I want you to bring the file to my table”.
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The boss left the poor employee confused as he forgot to mention

the name of the file and the employee also didn’t bother to ask his
boss. The boss did communicate to his employee but the message
was not clear to his employee-An example of ineffective
communication.
Jenny to Duke -“Let’s plan out a dinner tonight”.
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After the dinner Duke was visibly upset as she was not at all fond
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of Thai food and the restaurant had no other option. Jenny forgot
___________________
to mention that she was planning to take Duke to a restaurant
___________________ which only served Thai food.
___________________ In both the above real life situations, the devil called ineffective
___________________ communication played the culprit. In today’s scenario, the mantra
is to effectively communicate. Only communication alone is not
___________________
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important but if an individual acquires the skill to effectively
___________________ communicate, he has no looking back. Communication is simply
___________________ the flow of information from the first party (the sender) to the
___________________
second party (the receiver) irrespective of whether the recipient
has properly downloaded the message or not, whereas effective
___________________
communication is the flow of information in exactly the same
___________________ manner the sender intends to do so.
“I want water” is communication.
“I want a glass of lukewarm water from the blue jug” is effective
communication.
Communication is directly proportional to the choice of words or its
content. The more precise and crisp the content is the more
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effective the communication would be. It is essential for the sender
to use the correct words, phrases so that the information reaches
the recipient bang on. An individual fist must be very clear about
what he actually wishes to convey, then the information or the
thought should be clearly and sensibly put into correct and
meaningful words /phrases also called as encoding. Haphazard
words and abstract ideas only create misunderstandings and
confusions. The pitch and the tone of the speaker must be loud and
clear so that the second party hears it correctly and responds the
way the sender actually wants. Don’t stammer or eat words. The
target audience must also be kept in mind while preparing the
content of speech. For instance, if one is targeting a young group of
college goers, there is no point in using complicated terminologies,
corporate jargons or high vocabulary words because they would
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never be able to relate themselves with the speech resulting to an

ineffective communication. Instead it would be wise if the speaker
uses some slang, cracks some jokes in between and creates a
friendly atmosphere to capture the attention of the young crowd. It
is the prime responsibility of the speaker to cross check with the
listeners whether they have downloaded the correct information or
not. One must ask questions in between to create interest and
make things clear with the second party. Use phrases like “Is it 9
clear?”, “Am I audible?”” Understood”,” Any Problems? “To make Notes
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the communication more effective. An individual whenever shares ___________________
his contact detail with anyone, should make it a habit to cross
___________________
check with the other person whether he/she has noted the number
correctly or not. Don’t just go on, try to make eye contact with the ___________________
listeners and take pauses to make the communication impressive ___________________

as well as effective. The recipient must also develop a habit to give
___________________
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the sender feedback. If he has not understood the information
___________________
clearly, it is his duty to ask and verify with the speaker.
___________________
Effective communication goes a long way in passing the correct
and the desired information to the recipient and the work is ___________________
accomplished without errors in a short span of time. Effective ___________________
communication also nullifies the chances of misunderstandings,
___________________
conflicts and errors which might crop in cases where the message
is not clear.
John said to employees - “I want the report”.
John said to employees - “I want the report on my table by end of
the day today and the employee who submits the report at the
earliest will get a treat from my side at the college cafeteria”.
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In both the above cases communication was done between the boss
and the employee but in the first case the message was not clear.
In the second case, the boss carefully mentioned the time limit and
the reward an employee would get if he is the first one to submit
the report. The first is a case of communication and the second
effective communication.
To conclude, don’t just communicate, speak sensibly, clearly,
convey your message in clear words, don’t complicate things and
most importantly don’t forget to crosscheck with the recipient.
Effective communication will definitely help the individual to make
a mark of his own and stand apart from the crowd.
Check Your Progress

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True or False:
1. Communication is directly proportional to the choice of
words or its content.
2. The target audience must not be kept in mind while
preparing the content of speech.
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Notes Summary
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___________________ Communication is defined as "the process of passing information
___________________
and understanding from one person to another. It serves as a
bridge of meaning between people." All communication is
___________________
essentially sharing of information or some message.
___________________ Communication is the most important component of our social
___________________ activities. We can classify communication as interpersonal,
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intrapersonal, group communication, meta communication,
___________________
upward, downward, lateral, diagonal, formal, informal, oral,
___________________ written or non verbal communication. Sender, message, receiver,
___________________ channel and feedback are the elements of the communication
___________________
process. Encoding and decoding also form part of it. Reading,
writing, speaking and listening are the four skills of
___________________
communication. The objective of communication is to inform,
persuade, train, motivate, educate, relate, reprimand, rectify and
so on. The scope of communication covers internal and external
dimensions of communication.
Lesson End Activity

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Write an article for a leading magazine on effective communication
with suitable examples.
Keywords
Communication: Exchange of thoughts, messages, or
information, as by speech, signals, writing, or behaviour.
Encoding: The activity of converting data or information into
code.
Decoding: To convert from a scrambled electronic signal into an
interpretable one.
Ideation: Ideation means to conceptualize an idea. It is the
thought processes involved in apprehending and expressing a new
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concept, often in a graphical format.

Transmission: A program or signal that is broadcast or sent out.
Questions for Discussion

1. Write a short note on communication as one way or two way
process.
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2. Explain the importance of communication in day to day life?
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3. Differentiate between communication and effective
___________________
communication with sufficient examples.
___________________
4. What do you mean by encoding and decoding?
___________________
5. Write a short note on the process of communication.
___________________
___________________
Further Readings
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Books ___________________
Sehgal M.K., Khetarpal, Vandana, Business Communication, Excel ___________________
Books.
___________________
Urmila Rai and S.M. Rai, Business Communication, Himalaya
___________________
Publishing House.
P.D. Chaturvedi, Mukesh Chaturvedi, Business Communication:
Concepts, Cases and Applications, Pearson Education.
Bowman, Joel and Branchaw, Business Communication: From
Process to Product, Dryden Press.
Courtland Bovee and John Thill, Business Communication Today,
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Random House, New York.
Web Readings
http://www.managementstudyguide.com/difference-
communication-and-effective-communication.htm
http://www.wanterfall.com/Communication-Process.htm
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UNIT 2: Models of Communication
Unit 2
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Activity
Models of Communication
___________________
Make a Shannon Weaver
model of communication.
___________________
___________________
Objectives
___________________
topics: ___________________
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Shannon Weaver Model of Communication ___________________
Murphy’s Model of Communication ___________________

Berlo’s Model of Communication ___________________
Thill and Bovee’s Model of Communication ___________________
___________________
Introduction
For decades, man has known the importance of communication.
Today, with various means by which one can communicate, it has
become much easier to communicate a message to the other party,
than it was several decades ago.
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Every organization, no matter what their expertise and where they
are situated, and what scale they operate, realize and value the
importance of good communication.
This communication for organizations takes place both within the
organization as well as with other outside stakeholders outside.
Therefore, it is vital for any business organization to understand
the communication models out there, so they can use them for
enhancing effective communication in the organization.
Shannon Weaver Model of Communication

C Shannon and W Weaver were the first to point out that in actual
practice; message can be changed or blocked. Shannon’s model of
communication was first published in the Bell System Technical
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Journal. It was based on the mathematical or mechanistic view of

communication process in which the basic problem is that the
message received is not equal to the message sent. He attributed
the loss to noise. However, in the Shannon – Weaver model,
feedback was not considered to be an integral component because
the model conceived the communication process as a linear act and
14 feedback another new act of communication. This is why in the

Notes Shannon-Weaver model given below; feedback is shown in dotted
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___________________ lines.
___________________ The model is based on the idea that communication occurs only
___________________ when the message has been received and that it should be
received, as far as possible, unchanged. This is, of course, a
___________________
theoretical concept of perfect communication. In real life, filters in
___________________ the minds of both sender and receiver affect the content of
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___________________ message. To an extent, feedback corrects the distortions, if any,
and tends to complete the cycle of communication.
___________________
___________________
___________________
___________________
Source: Kheterpal.Vandana, Business Communication (2010), (P-26), Excel Books Pvt. Ltd.
Figure 2.1: Shannon-Weaver Model
The diagram above clearly illustrates how communication takes

place, and also helps one to determine what could go wrong.
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In Shannon's model, the information source typically refers to a
person, who then sends a message with the use of a transmitter.
This transmitter could be any instrument today, from phones to
computers and other devices. The signals that are sent and
received can be varied depending on the method of communication.
The box at the bottom called noise refers to any signals that may
interfere with the message being carried. This again would depend
on the method of communication. The receiver is the instrument or
the person on the other side that receives the message. This model
is the simplest models to understand the workings of the
communication process.
Check Your Progress

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Fill in the blanks:

1. In real life, filters in the minds of both …………….and
………………… affect the content of message.
2. The receiver is the …………………… or the
……………….. on the other side that receives the
message.
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Murphy’s Model of Communication Notes
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Activity
___________________
Make a presentation on
Herta A. Murphy has given a model, according to which, the Murphy’s model of
sender and the receiver send, receive and understand the message ___________________
communication.
on the basis of their individual perceptions. ___________________
___________________
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___________________
___________________
___________________
___________________
Source: Kheterpal.Vandana, Business Communication (2010), (P-27), Excel Books Pvt. Ltd. ___________________
Figure 2.2: Murphy’s Model
Understanding Murphy’s Communication Model

According to Murphy:
1. There is a Context, or environment, which is external to both
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the sender as well as the receiver. The receiver and the sender
both pick the stimuli from this external environment.
2. After picking the stimuli from the environment, the sender on
the basis of his experiences, attitudes and skills (the mental
filter), perceives his idea.
3. He encodes this idea and decides the oral, written or non
verbal symbols which he will use to send the idea.
4. He uses the sending mechanisms, that is, his words, voice,
hands or other body parts to send the message.
5. Then the message is transmitted through a medium to the
receiver. The medium may be letter, telephone, etc.
6. The receiver receives the message through his receptor
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mechanisms, that is, the ears (in case of oral message) or eyes
(in case of written message).
He perceives the message and decodes the same on the basis of his
own mental filter, that is, his experiences, attitudes and skills.
After perceiving the message, he interprets the idea or
understands the message.
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On the basis of his understanding, the receiver gives feedback to
Notes
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Activity the sender and the process continues.
___________________
Discuss within your group the
mechanism of Berlo’s model
___________________ Check Your Progress
of communication.
___________________ Fill in the blanks:
___________________ 1. After picking the stimuli from the environment, the

sender on the basis of his ……………………., attitudes
___________________
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and skills, perceives his idea.
___________________
2. The receiver receives the message through his receptor
___________________
…………………
___________________
___________________ Berlo’s Model of Communication

___________________
Berlo has given a very simple version of the Communication
process. The main element of the process, in this model, is the
Message, which gets transferred from the Source to the receiver.
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Figure 2.3: Berlo’s Model
Understanding Berlo’s Model

According to Berlo:
1. The message originates from the source, or the sender.
2. This message is encoded, that is it is put in a particular form
to be sent (we can take the example of the telephone here. The
message of the speaker is changed into signals which can be
transferred through the telephone wire).
3. This message is transmitted through a channel (In our
example, it will be the telephone).
4. The message is then decoded, that is, put in a form
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understandable by the receiver (the wire signals are converted

back to voice signals, which the receiver can understand).
5. The receiver then sends the feedback, which is the final link to
complete the communication process.
Check Your Progress 17

Notes
Fill in the blanks:
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Activity
___________________
Write an article on this model
1. The main element of the process, in this model, is the
with reference to your
……………….. ___________________
organization.
2. The message originates from the ………….. or the ___________________
sender. ___________________
___________________
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Thill and Bovee’s Model of Communication ___________________
Courtland Bovee and John Thill have given a model which ___________________
emphasizes that the sender of the message gets the idea for the
___________________
message from the world around him/her.
___________________
___________________
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Figure 2.4: Thill and Bovee’s Model
Understanding Thill and Bovee’s Model

According to Thill and Bovee:
1. The sender of the message perceives an idea, which is a
simplification from the real world outside.
2. He formulates a message on the basis of this idea.
3. Through physical transmission, the idea is transmitted to the
receiver.
4. The receiver gets the message and understands it.
5. After understanding the message, the receiver gives feedback
to the sender, which is sent through physical transmission.
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Check Your Progress

True or False:
1. The sender of the message perceives an idea, which is a
simplification from the real world outside.
Contd…
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2. Through physical transmission, the idea is transmitted
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to the sender.
___________________
___________________
Summary
___________________
For decades, man has known the importance of communication.
___________________ Today, with various means by which one can communicate, it has
___________________ become much easier to communicate a message to the other party,
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___________________
than it was several decades ago.
___________________ Every organization, no matter what their expertise and where they
are situated, and what scale they operate, realize and value the
___________________
importance of good communication.
___________________
This communication for organizations takes place both within the
___________________
organization as well as with other outside stakeholders outside.
Therefore, it is vital for any business organization to understand
the communication models out there, so they can use them for
enhancing effective communication in the organization.
Various authors have given various Models of Communication.
Some of the models are Shannon Weaver Model, Thill and Bovee’s
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Model, Murphy’s Model and Berlo’s Model. The importance of
Communication can be gauged from the functions it performs.
Communication is the lifeblood of an organisation.
Lesson End Activity

Make a multi-choice quiz on different models of communication.
Keywords
One-way process of Communication: One-way process of
Communication marks the flow of information from a sender to a
receiver through a channel.
Two-way process of Communication: As per the two ways
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process of Communication, the process is complete only when the

receiver of the message sends back the feedback to the sender of
the message, hence completing the circle.
Models of Communication: Explanations of the Process of
Communication by various authors. Shannon Weaver Model, Thill
and Bovee’s Model, Murphy’s Model and Berlo’s Model are the 19
main models of Communication. Notes
S
___________________
Questions for Discussion ___________________
1. Explain the Berlo’s Model of Communication. ___________________
2. Thill and Bovee have given a simple model of communication. ___________________

Explain it. ___________________
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3. Shannon Weaver Model of Communication emphasizes that ___________________
the message should be received by the receiver undistorted.
___________________
Explain.
___________________
4. Explain Murphy’s Model of Communication.
___________________
___________________
Further Readings
Books
Sehgal M.K., Khetarpal, Vandana, Business Communication, Excel
Books.
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Publishing House.
Web Readings
http://www.tutorialspoint.com/management_concepts/communicati
on_models.htm
http://www.managementstudyguide.com/berlo-model-of-
communication.htm
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S
UNIT 3: Channels of Communication
Unit 3
21
Notes
S
Channels of Communication
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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Channels of Communication ___________________
Dimensions of Communication ___________________

The Concept of Ombudsperson ___________________
Factors affecting Organizational Communication ___________________
___________________
Introduction
Communication is the nervous system of an organization. It
manages the efforts of the members towards achieving
organizational objectives. It is the process of influencing the action
of a person or a group. Communication in an organization may
take any form or direction, depending upon the structure of the
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organization, or the manner of transmission of the message
communicated.
In an organization, information flows forward, backwards and
sideways. This information flow is referred to as communication.
Communication channels refer to the way this information flows
within the organization and with other organizations.
In this web known as communication, a manager becomes a link.
Decisions and directions flow upwards or downwards or sideways
depending on the position of the manager in the communication
web.
For example, reports from lower level manager will flow upwards.
A good manager has to inspire, steer and organize his employees
(c
efficiently, and for all this, the tools in his possession are spoken
and written words.
For the flow of information and for a manager to handle his
employees, it is important for an effectual communication channel
to be in place.
22
Notes Channels of Communication
S
Activity
___________________
Discuss within your group the All communication takes some way, or passage through some well-
various channels
___________________
of defined, easily identifiable stages. Everyone is familiar with the
communication.
phrase “through proper channel,” that is used in almost all
___________________
business letters/applications/representations. Here the sender of
___________________ the written communication to passes it on to the addressee
___________________ through somebody occupying an important position in the
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hierarchical system. The word ‘channel’ therefore, becomes
___________________
synonymous with the position or point through which the
___________________ communication passes. These positions or points exist at different
___________________ levels in the pipeline.
___________________ Channels of communication may be classified into two categories:
___________________ 1. Formal
2. Informal
Formal Channels
A formal channel of communication can be defined as a means of
communication that is formally controlled by managers or people
occupying positions in an organization. Communication flows
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through formal channels, in that; it is the officially recognized
positions along the line in the organization. This ensures that the
information flows orderly, in a timely and accurate manner. Any
information, decision, memo or reminder etc., will also follow this
path.
The efficiency of an organization depends on a regular flow of
messages which the flow of need to be organized into a well
ordered network, to ensure that communication flows easily and
that executives are kept informed of what is going on.
For example, executive ‘A’ occupying a top position, passes an
order to his immediate subordinate ‘B’ who, after retaining the
useful information, passes the desired order to the next man ‘C’ for
necessary action and so on. In this way the channel is a formal one.
(c
In the same way, communication may travel from below and pass
through stages or points, again reinforcing the formal structure or
character of the organization.
23
Advantages of Formal Channels
Notes
S
Following are the advantages of formal channels of
___________________
communication:
___________________
1. It helps in maintaining the authority structure of the
___________________
organization and becomes easier to fix responsibility of
subordinates for activities carried out by them. ___________________
2. An immediate superior has a direct contact with the ___________________
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subordinates so, a better understanding is developed between ___________________
them and communication is made more effective.
___________________
3. Better co-operation and co-ordination among employees are ___________________
achieved in case of formal communication.
___________________
4. Overlapping of communication does not take place in this case,
___________________
as information will be passed on only through the proper
formal channel.
5. Information passed through formal channel is more
trustworthy and can be easily relied upon.
6. Formal communication helps maintain and respect the
protocol of the organizational structure.
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7. Memos, Circulars, instructions, guidelines, clarifications,
agreements, reports, etc., form a part of the formal
communication. These facilitate in the smooth functioning of
the organization.
8. Follow up actions and compliance becomes easier if
information is passed through formal means.
9. There is no chance of bias to creep in, as the information has to
be passed on according to the organization’s structure and
everyone is included in it, whether the person is liked by
others or not.
10. There is minimal chance of information leak or flow of gossip
in case of formal communication.
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Disadvantages of Formal Channels

Following are the disadvantages of formal channels of
communication:
24
1. Formal communication is time consuming. Even a small piece
Notes
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of information passes through long formal channels and hence
___________________
takes a lot of time to reach every level in the organization.
___________________
2. Formal communication does not allow social and emotional
___________________ bonds to be created, in the absence of which the organizational
___________________ climate does not become very congenial and employees do not
feel at ease and comfort.
___________________
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3. The formal channels of communication can actually inhibit or
___________________
stand in the way of free flow of information between
___________________
organizational levels. For example, in a big factory, an
___________________ assembly-line worker will communicate a problem to a
___________________ supervisor, rather than to the plant manager. Higher-level
managers may sometimes not even come to know something of
___________________
vital importance because of a weak communication network.
Informal Channels
By his very nature, man cannot always have a highly formalized or
regimented living. Logically he cannot and will not always
communicate through formal channels alone. Side by side with the
formal channel of communication every organization has an
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equally effective channel of communication namely that is the
informal channel. It is not officially sanctioned, and quite often it is
even discouraged or looked down upon. But, then, it is very much
there, and has been given the name ‘grapevine’ precisely because it
runs in horizontal, vertical, and diagonal directions. As the
management experts put it, “it flows around water coolers, down
hallways, through lunch rooms, and wherever people get together
in groups”.
It shows that people are almost always looking forward to an
opportunity to gets together. Man is essentially sociable by nature.
The lower we go down the pyramid of an organization, the more
manifest this sociability becomes. There are strong socio-
psychological reasons for it. The most important reason is the
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intense, irrepressible desire to communicate, talk, share one’s

feelings and thoughts, or gossip and indulge in small talk. This
gossip or small talk may carry some important information. It may
even ‘manufacture’ some piece of information and get the rumour
mill working. Every organization has a rumour mill and every
worker, office goer and manager have to get used to it.
25
Factors Responsible for the Grapevine Phenomenon Notes
S
The grapevine becomes hyperactive when the following factors ___________________
prevail:
___________________
z Feeling of uncertainty or lack of a sense of direction when the
___________________
organization is passing through a difficult period.
___________________
z Feeling of inadequacy or lack of self-confidence on the part of
___________________
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the employees, leading to the formation of groups.
___________________
z Formation of a favoured group by the manager, giving other
employees a feeling of insecurity or isolation. ___________________
___________________
z Some unusual happening in the organization.
___________________
z Personal problems of the employees.
___________________
Any worker operating in such circumstances will be filled with
ideas and will at least whisper to like-minded friends at whatever
level he finds them. Mostly they find them at their own level,
though groupings with other levels are not ruled out altogether. It
is a very subtle and interesting phenomenon which is being
seriously studied and analyzed by psychologists and management
experts.
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Types of Grapevine Chains
Keith Davis has identified four types of grapevine chains that can
be enumerated as follows:
(a) Single-strand chain: In this type of chain, ‘A’ tells something
to ‘B’ who tells it to ‘C’ and so on. This chain is the least
accurate in passing on information.
(b) Gossip chain: Here, one person seeks out and tells everyone
the information he or she has obtained. This chain is often
used when information or message of an interesting, nature
but one that is ‘non-job-related’ is being conveyed.
(c) Probability chain: Here, individuals are indifferent to, or not
(c
really interested in, the persons to whom they are passing

some information. They tell at random, and those people in
turn tell others at random. This chain is found when the
information is somewhat interesting, but not really significant.
(d) Cluster chain: In this type of chain, ‘A’ tells something to a
few selected individuals, and then some of these individuals
inform a few other selected individuals.
26
Davis is of the opinion that the cluster chain takes the form of the
Notes
S
dominant grapevine pattern in an organization. Generally only a
___________________
few individuals, called ‘liaison individuals’, pass on the information
___________________ they have come upon. This too, they are likely to share with the
___________________ people they trust or from whom they would like favours. It has
been observed that information which is passed on immediately, is
___________________
interesting or relevant, or is job-related, and above all, timely.
___________________ Most informal communication takes place through this chain.
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___________________
Advantages of Informal Communication (Grapevine)
___________________
Grapevine form of communication has following advantages:
___________________
1. Speedy transmission: The greatest feature of the grapevine
___________________
is that it transmits information at a remarkably fast speed.
___________________
Everyone knows that a rumour travels, or spreads like wild
fire. The moment a worker comes to know that something is
labelled as ‘top secret’ or ‘confidential’ he becomes curious to
look into it or have a sniff of it before passing it on to his very
first close friend. And then, from him to another, it spreads
within minutes. Managers have been known to distribute
information through planned “leaks” or carefully used “just-
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between-you-and-me” remarks.
2. Feedback value: It is above all through the grapevine that
the managers or top bosses of an organization get feedback
regarding their policies, decisions and memos. The feedback
reaches them much faster through the informal channel than
through the formal one. Through the grapevine, managers
come to know the pulse of the organization.
3. Support to other channels: The grapevine functions as a
supplementary or parallel channel of communication. The
officially recognized, sacred or formal channel takes not only
more time in carrying information, but also imposes certain
constraints on the process of communication. So, whatever is
deemed to be unsuitable for the official channel, can be
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successfully transmitted through the grapevine.

4. Psychological satisfaction: The grapevine gives immense
psychological satisfaction. It also strengthens solidarity of the
workers. While the purely formal channel will put them off,
the grapevine draws them nearer each other while, keeping
the organization intact as a social entity.
27
5. Uniting force: The grapevine brings together work force in
Notes
S
matters of common interest, and as a result acts as a binding
force among the employees. ___________________
6. Creation of ideas: Informal communication, through sharing ___________________
of ideas and views, generates more ideas and expectations that ___________________
often prove of value to the decision makers and planners of
___________________
goals and schemes.
___________________
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7. Good personal relations: Public relations fail in
___________________
organizations because of lack of good relationships. Informal
communication promotes personal relations and is therefore, ___________________
important for the success of public relations. ___________________
___________________
Disadvantages of Informal Communication (Grapevine)
___________________
Grapevine form of communication has following disadvantages:
1. Cannot be taken seriously: There is something inbuilt in the
very nature of the grapevine that makes it less credible than
the formal channels of communication. Since it spreads or
transmits information by word of mouth, it cannot always be
taken seriously. On the other hand it is also very likely to be
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contradicted, making it highly undependable.
2. Does not carry complete information: The grapevine does
not always carry complete information. As it is often based on
guess work or ‘whispers’ in the corridors it may not give the
receiver the complete picture of the situation or the whole
message.
3. Distorts Information: The grapevine may, and indeed often
does, distort information. As it is entirely unofficial, informal
and unauthenticated, it may cast aspersions on anybody or
impute motives to the most well-meaning of people. As its
origin lies in the rumour-mill, it may spread any kind of story
about highly responsible people, even at the risk of spoiling the
image of the organization.
(c
4. It may prove counter productive: The speed with which the

grapevine spreads may also at times prove counter productive.
Ideally, any message, information or policy decision should
take its own course and time. But once it leaks, it may damage
the reputation of the organization or upset plans of the
managers.
28
5. Chances of misinterpretation: In case of informal
Notes
S
communication, there are major chances of the information
___________________
being misinterpreted, as every individual passing the
___________________ information may have his/her own perception and may add to
___________________ the information according to his/her own will.
___________________ 6. Lack of accountability: Informal communication does not

allow fixing authority or responsibility structure and in case of
___________________
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a default, it is not possible to find out who was responsible for
___________________ the same.
___________________
Effective Use of the Grapevine
___________________
Keeping in view, its advantages and undeniable presence in every
___________________
organization, there is needed to use the grapevine effectively for we
___________________
have to learn to live with it. A tactful manager has to take positive
measures to get the best out of this informal channel of
communication. Given below are a few important points in this
regard:
1. In the first place a tactful manager will keep the employees
well-informed about organizational policy matters, plans and
prospects. This will check the tendency of speculation that can
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sometimes assume dangerous proportions because of fear and
anxiety, on the part of employees.
2. Fruitful group activities that enhance self-worth and update
knowledge should be held as frequently as possible. This will
not only boost the morale and self-confidence of the workers
but also check their inclination to indulge in small talk.
3. The managers should, as far as possible, have an open-door
policy without indulging in an impression of cheap popularity
or favouritism.
4. The manager should create a healthy environment where
there is room for personal talk. But it must be made clear that
work is of paramount importance. Nothing should be allowed
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to interface with the progress of the organization. For this

purpose regular timings should be fixed up for meetings with
employees.
5. The manager must tactfully identify leaders and win their
confidence so as to feel the pulse of their followers.
29
6. As far as possible employees, through their leaders, should be
Notes
S
associated with decision making. This will frustrate any
negative aspect of the grapevine. ___________________
7. The manager must keep trying to procure clues about his style ___________________
of functioning through regular interaction with employees in ___________________

as tactful and diplomatic a manner as is possible.
___________________
8. Rumour mongering aimed at character assassination or ___________________
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maligning somebody in the organization should not be
___________________
encouraged. Showing distaste for such talk will earn praise for
the manager’s leadership qualities. ___________________
9. A manager must learn to be a good listener. In this connection ___________________
it is worthwhile to enumerate three types of listening: ___________________
(a) Discriminative listening. ___________________
(b) Appreciative listening.

(c) Empathic listening.
Unfortunately empathic listening is the least practised by
managers. They are usually too busy to listen empathetically. This
is a ‘relief-seeking’ conversion, and therefore important to build
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meaningful human relations. It does not require any regular
training as a psychologist. But today’s manager can always benefit
from the insight of modern psycho-analytical research and learn to
practice informal empathic listening.
Check Your Progress

Fill in the blanks:
1. …………………… flows through informal channels, in
that, it is the officially recognized positions along the
line in the organization.
2. The ………………. does not always carry complete
information.
3. Informal communication promotes ………………….
(c
relations and is therefore, important for the success of

………………… relations.
4. The grapevine functions as a ……………………. channel
of communication.
30
Notes Dimensions (Flows) of Communication in
S
Activity
___________________
Make a PowerPoint
Organization
presentation on dimensions of
___________________
communication. Communication is multidimensional or multidirectional. There are
various directions in which it flows. Within the organization,
___________________
communication may flow inter scalar or intra scalar, upward or
___________________
downward. Communication with the outside world may be inward
___________________ or outward.
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___________________ Let’s understand these dimensions:
___________________ (a) Downward
___________________
(b) Upward
___________________
(c) Horizontal or lateral
___________________
(d) Diagonal or crosswise
(e) Inward
(f) Outward
Downward Flow of Communication

Communication that flows from a higher level in an organization
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to a lower level is a downward communication. In other words,
communication from superiors to subordinates in a chain of
command is a downward communication. This communication flow
is used by the managers to transmit work-related information to
the employees at lower levels. Employees require this information
for performing their jobs and for meeting the expectations of their
managers. Downward communication is used by the managers for
the following purposes –
z Providing feedback on employees performance
z Giving job instructions
z Providing a complete understanding of the employees job as
well as to communicate them how their job is related to other
jobs in the organization.
(c
z Communicating the organizations mission and vision to the

employees.
z Highlighting the areas of attention.
Organizational publications, circulars, letter to employees, group
meetings etc are all examples of downward communication. In
order to have effective and error-free downward communication, 31

managers must: Notes
S
z Specify communication objective ___________________
z Ensure that the message is accurate, specific and ___________________
unambiguous. ___________________
z Utilize the best communication technique to convey the ___________________

message to the receiver in right form ___________________
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___________________
___________________
___________________
___________________
Source: Kheterpal.Vandana, Business Communication(2010),(P-40),Excel books Pvt. Ltd.
___________________
Figure 3.1: Vertical Communication
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Source: Kheterpal.Vandana, Business Communication (2010), (P-41), Excel books Pvt. Ltd.
Figure 3.2: Downward Communication
Problems of Downward Communication

While issuing instructions or sending letters, every CEO or
General Manager assumes that what he intends to communicate
invariably reaches the persons it is intended for. But unfortunately
it is not always so. Information is quite often lost or distorted in
the course of its journey down the chain of command. In fact, many
directives or instructions are not understood or even read. It is,
therefore, to be always kept in mind that mere issuance of policies
(c
and procedures do not ensure communication which is why, a

feedback system becomes essential. For any communicative
purpose to be served, it is essential to find out whether the receiver
of the message or information has been understood, or perceived,
in the same way as was intended by the sender.
32
Another problem that often comes up is that the downward flow of
Notes
S
information through different levels of the organization is time-
___________________
consuming. The more the levels, the more the chances of delay or
___________________ dilution of information is. The delay may sometimes be so
___________________ frustrating that some top managers make it a point to send the
information, message or instruction directly to the person or group
___________________
concerned.
___________________
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Moreover, downward communication is likely to be filtered,
___________________ modified or distorted at any level since managers decide what
___________________ should be passed down to their employees. The accuracy of the
___________________
information is quite likely to be limited by status and power
differences between manager and employee, and lack of trust.
___________________
Sometimes managers withhold information in order to keep the
___________________
employees dependent on them. The net result is that, in the
absence of complete information, employees may feel confused, ill-
informed, or powerless and might fail to carry out their tasks
properly. It may lead to necessary conflict which can spoil the
employer-employee and supervisor-subordinate relations.
Upward Communication
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Communication that flows from bottom-to-top, or which is from
lower hierarchical level to higher level, is called upward
communication. The main function of upward communication is to
supply information to the upper levels about what is happening at
the lower levels. It is just the reverse of the previous dimension. It
travels from the people at the bottom and reaches the upper levels
of the organization structure. It is essentially participative in
nature and can flourish only in a democratic organizational
environment where it can satisfy the need of the upper levels of
management to know specifically about production performance,
marketing information, financial data and what lower level
employees are thinking and feeling about the whole or part of the
business. Upward communication also includes reports,
performance appraisals, suggestions, complaints, etc.
(c
In the words of Koontz, “typical means for upward communication,

besides the chain of command, are suggestion systems, Appeal and
grievance procedures, complaint systems, counselling sessions,
joint setting of objectives, grapevine, group meetings, practice of
open-door policy, morale, questionnaires, exit interviews and
ombudsperson.”
33
Problems of Upward Communication Notes
S
Activity
Certain problems do unnecessarily crop up in upward ___________________
Write a magazine article on
communication. They are primarily psychological in nature. It is the concept of
___________________
Ombudsperson.
quite often seen that higher-ups do not like to be ‘told’ anything
___________________
against their wishes. Hence the piece of communication may quite
often not be allowed to go up. It may also be distorted or ___________________
misrepresented in the absence of a healthy open door policy. The ___________________
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employees may feel let down or they may become shy and reluctant
___________________
to express themselves. In such a situation the communication
event becomes a non-event. ___________________
___________________
Check Your Progress
___________________
Fill in the blanks:
___________________
1. The main function of …………………. communication is
to supply information to the upper levels about what is
happening at the lower levels.
2. Sometimes managers withhold information in order to
keep the employees ……………………… on them.
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The Concept of Ombudsperson
Ombudsperson is that person in an organization who acts as a
liaison between the top management and the employees. He
promotes upward communication by discussing the concerns of the
employees with the management. Ombudsperson or Ombudsman
is a Swedish word meaning a Commissioner appointed to
investigate the complaints of private citizens against government
officials or agencies. Till recent times this concept remained only in
Sweden. But now many American companies are making generous
use of it. They have established a position for a person who
investigates employees’ concerns. General Electric, McDonnell
Douglas and AT&T are just a few companies that are using the
Ombudsperson for promoting upward communication. It provides
(c
valuable upward communication link and prevents scandals and

legal costs by timely action on the part of the appropriate persons.
Lateral or Horizontal Communication

When communication takes place between two or more persons
who are subordinates working under the same person, or those
who are working at the same level, it is called lateral or horizontal
34 communication. A good example of this kind of communication is

Notes that between functional managers. It is necessary for reviewing
S
___________________ activities assigned to various subordinates having identical
positions. They are serving the organization in different capacities
___________________
but their goals are common and their interaction is necessary to
___________________
maintain co-ordination. This kind of communication mostly takes
___________________ place during committee meetings or conferences where all
___________________ members of the group, (mostly peers) interact. During the course of
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interaction, views of each other are made known and decisions are
___________________
arrived at. Here, there are no superior subordinate relationships.
___________________
The best example of lateral communication can be seen in the
___________________
interaction of production and marketing departments. Strategies of
___________________ marketing cannot be fruitful unless plans are communicated to the
___________________ production department. The Marketing Manager has to be in
constant touch with the Production Manager, in order to meet
customer orders as per schedule.
Communication transferred through lateral means includes
interdepartmental reports, requests, suggestions and informal
communication among peers at the same level and so on.
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Source: Kheterpal.Vandana, Business Communication (2010), (P-42), Excel books Pvt. Ltd
Figure 3.3: Upward Communication
Diagonal or Crosswise Communication

Diagonal or crosswise communication includes flow of information
among persons at different levels who have no direct reporting
relationships. As an example, communication between training
supervisor and marketing manager, regarding training of a few
employees of marketing department, is diagonal communication.
This is used to speed up the information flow, improve
understanding, and co-ordinate efforts for the achievement of
(c
organizational objectives. It must be noted that a great deal of

communication does not follow the organizational hierarchy but
cuts across well drawn lines. Diagonal or crosswise communication
usually takes the following oral and written forms as shown in
figure 3.4:
35
Notes
S
___________________
___________________
___________________
___________________
___________________
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___________________
___________________
___________________
Source: Kheterpal. Vandana, Business Communication (2010), (P-43), Excel books Pvt. Ltd ___________________
Figure 3.4: Diagonal Communication ___________________
Inward Communication
Communication systems in an organization may be internal or
external. Internal Communication includes communication within
the organization, which may be horizontal, vertical or diagonal.
External communication may be inward or outward. Inward
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Communication includes all the information received by the
organization from external agencies, which may be: Other
organizations government, suppliers, customers, competitors,
shareholders, media
Outward Communication
Communication is an ongoing process which allows a company to
survive in the competitive world, by helping it adopt the external
communication in a skilful manner. The communication which the
organization maintains with the outside world is called outward
communication. The image of the company is contingent upon the
relationship that it maintains with people outside. This
communication may be oral or written. Organizations cannot live
in isolation. To solicit the help and co-operation of everyone
(c
involved in an external environment, outward communication is a

must.
Interacting with clients, issuing tenders, soliciting proposals and
sending letters, are all part of outward communication. This is a
difficult task as interaction takes place and varies between a host
of people, belonging to various disciplines, with different
36 personalities and expectations. As communication proceeds with

Notes external customers, almost all skills needed for adept
S
Activity
___________________
Provide a narrative description communication have to be brought to the fore, to avoid
of factors affecting embarrassment or lapse in performance. Since individuals are
___________________
organizational communication.
representatives of the companies, they need to protect the image of
___________________
the organization and create a long lasting positive impression.
___________________
Check Your Progress
___________________
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True or False:
___________________
1. External communication may be inward or outward.
___________________
___________________ 2. Outward communication is written only.
___________________ 3. Diagonal or crosswise communication includes flow of

information among persons at different levels who have
___________________
no direct reporting relationships.
Factors Influencing Organizational Communication

The communication system of an organization is generally
influenced by four factors, namely formal channels of
communication authority structure of the organization; job
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specialization; and what Lesikar calls, “information ownership.”
1. Formal channels of communication: The formal channel of
communication is controlled by managers. It is mostly
directive or restrictive in nature and does not leave much
scope for free flow of information. Its advantages and
disadvantages have been discussed earlier.
2. Authority structure: The organization’s authority structure
has a similar influence on its communication system. Status
and power difference, play an important role in determining
who will communicate with ease and with whom. The content
and accuracy of the communication will also be influenced by
the place of the people in the organization. For example,
conversation between a general manager and clerk will, in all
(c
probability, be strained by politeness and formality.

3. Job specialization ownership: This means that individuals
own or possess unique information about their specific jobs.
For example, a plastic surgeon in a super speciality hospital
may have found a particularly efficient way of cosmetic nose
correction or a chef in a big hotel may have come upon a new
recipe. Such information is a form of power for the person 37

possessing it, as it gives him an edge over others. He may not Notes
S
like to share his knowledge or particular skill with others. As a ___________________
result, completely free flow of information does not take place,
___________________
although ownership can be shared.
___________________
4. Information ownership: This means that individuals own or
possess unique information about their specific jobs. For ___________________
example, a marketing manager may have a special skill to ___________________
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motivate his employees in a specific manner or a chef in a ___________________
hotel may have a special recipe. Such information is a form of
___________________
power for the person owning it, as it gives him an edge over
others. Such information may not be shared freely because of ___________________
individual insecurities, secrecy or plain non co-operation. ___________________
___________________
Check Your Progress
True or False:
1. Formal channel is directive or restrictive in nature and
does not leave much scope for free flow of information.
2. Status and power difference play an important role in
determining who will communicate with ease and with
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whom.
Summary
Communication is defined as "the process of passing information
and understanding from one person to another. It serves as a
bridge of meaning between people." All communication is
essentially sharing of information or some message.
Communication is the most important component of our social
activities. We can classify communication as interpersonal,
intrapersonal, group communication, meta communication,
upward, downward, lateral, diagonal, formal, informal, oral,
written or non verbal communication. Sender, message, receiver,
channel and feedback are the elements of the communication
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process. Encoding and decoding also form part of it. Reading,

writing, speaking and listening are the four skills of
communication. The objective of communication is to inform,
persuade, train, motivate, educate, relate, reprimand, rectify and
so on. The scope of communication covers internal and external
dimensions communication.
38
Notes Lesson End Activity
S
___________________ Write a term paper on channels of communication.
___________________
___________________
Keywords
___________________ Channel: The position or point through which the communication
passes.
___________________
PE
___________________
Formal channel of communication: A means of communication
that is formally controlled by managers or people occupying
___________________
positions in an organization.
___________________
Informal channel of communication: It is not officially
___________________ sanctioned, and quite often it is even discouraged or looked down
___________________ upon. It is also called ‘grapevine’ precisely because it runs in
horizontal, vertical, and diagonal directions.
Downward Communication: The communication that flows
from top to bottom is known as downward communication.
Upward Communication: Communication that flows from
bottom to top, or which is from lower hierarchical level to higher
level, is called upward communication.
)U
1. What is the difference between formal and informal
communication? Which one is more important for an
organization?
2. What are the factors that influence organizational
communication?
3. Any type of communication alone is not sufficient for effective
working of an organization. Explain.
4. What is Inward and outward communication?
(c
Further Readings
Books
Books.
39
Notes
S
Publishing House.
___________________
Concepts, Cases and Applications, Pearson Education. ___________________
___________________
Process to Product, Dryden Press. ___________________
Courtland Bovee and John Thill, Business Communication Today, ___________________
PE
Random House, New York. ___________________
___________________
Web Readings
___________________
http://www.managementstudyguide.com/grapevine_communication
.htm ___________________
http://www.tutorialspoint.com/management_concepts/communicati ___________________
on_channels.htm
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(c
(c
)U
PE
S
UNIT 4: Gateways to Communication
Unit 4
41
Notes
S
Activity
Gateways to Communication Make___________________

a poster showing
the commandments of
___________________
communication.
___________________
Objectives
___________________
topics: ___________________
PE
The Ten Commandments of Communication ___________________
Mastering Communication Skills ___________________

Gateways of Communication in an Organization ___________________
Essential Attributes for Communication ___________________
___________________
Introduction
A gateway makes entrance into a place, effortless and convenient.
Similarly the gateways to communication are tools through which
Communication can be made more effective and valuable.
Communication is said to be successful, if the message has been
understood by the receiver in the same sense and context as
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intended by the speaker. The steps to overcome barriers to
communication are in themselves gateways to effective
communication. The seven C’s and four S’s of communication also
form important gateways to meaningful and successful
communication. Besides these, a few steps to make
Communication effective in an organisation, ten Commandments
of Communication, tips to master Communication skills and
essentials to effective Communication skills have been taken up in
this unit. Though most of these points overlap the essence is the
same, and has been explained in different contexts.
The Ten Commandments of Communication

Following are the important commandments of communication:
(c
42 Table 4.1: Ten Commandments of Communication

Notes Commandments Facilitating attributes
S
___________________ 1. Objective for communicating May be to inform, persuade, motivate or
something else.
___________________ 2. Clarity in the use of language One with the receiver – greater
comprehension.
___________________
3. Amount of Communication – Effective grasp of the message.
___________________ neither too much nor too less.
___________________ 4. Adequate medium. Verbal-oral, written or non verbal.
PE
5. Appropriate physical Minimise “Physical” and “Psychological”
___________________ conditions. noise.
___________________ 6. Listen attentively. Active and empathetic listening.

7. Avoid unintentional Neither too much nor too little.
___________________ communication.
___________________ 8. Corroborate actions with Synchronies actions with statements.

statements.
___________________ 9. Communication is a two way Soliciting feedback.
process.
10. Hone communication skills Training.
further.
Source: Kheterpal. Vandana, “Business Communication” (2006), (P-118), Excel Books

Pvt. Ltd.
1. Objective for communicating: The objective or the motive

behind communication must be clear in the mind of the
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sender. Communication may be to inform, persuade, motivate
or for any other objective, but the goal of communication must
be clear at the very inception, so that there is absolute clarity
thereby eliminating chances for miscommunication.
2. Clarity in use of language: The language used in
communication should be one, with which the receiver is
familiar. An attempt to flaunt verbal competence would
misfire. Communication would become ineffective, as the basic
ideas would not be understood.
3. Amount of Communication: The amount of message you
communicate, is also important. Too much of it, can intimidate
the co-communicator while he tries to decipher the true
meaning of your message. Too little can also have a negative
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repercussion, in the sense that the message would be under

played. Decide upon the amount of communication you wish to
transmit and base it on your knowledge of the receivers as well
as the situation dynamics. It should be just the right amount
with it being neither too much nor too little.
43
4. Adequate medium: The best and most appropriate medium
Notes
S
for the transmission of the message should be selected: be it
verbal, non-verbal, written or visual. Success of ___________________
communication would be contingent upon the acceptance and ___________________
comprehension of the message by the audience.
___________________
5. Provision of appropriate physical conditions: The
___________________
physical setting should be right without any kind of noise, i.e.,
___________________
PE
“physical” or “psychological”. In case, attention is not being
paid, strategies could be adopted to capture the interest of the ___________________
receivers and motivate them to focus on the issue under ___________________
consideration.
___________________
6. Listen attentively: Often the speaker after presenting his
___________________
point of view becomes unaware of the utterance of the co–
___________________
interactants. He is neither interested nor desirous of listening
to what the other participant is saying. For communication to
be effective, it is imperative that the sender listens attentively
to the co–participant’s feedback. Both the sender and receiver
should avoid marginal listening, in which either listens to only
bits and pieces of information. If they succeed in developing
empathetic listening where each understands the statement
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made by the co–interactant in exactly the same terms as was
intended, effective communication would take place.
7. Unintentional Communication to be avoided: Conscious/
unconscious or intentional/unintentional communication takes
place simultaneously. While the tone might be positive, the
signals emitted unconsciously through body language, might
be negative. A tight check needs to be maintained by the
speaker on himself if he wishes to communicate a positive
image. This should not prove problematic if one is conscious of
one's negative, impact on the receiver.
8. Actions to corroborate statements: Utterance made in the
course of interaction should be substantiated by actions.
Remember, actions have a greater impact on people than
(c
statements. Words can be made up and pretensions, but

resultant behaviour is mostly involuntary. Therefore it
registers more effectively than statements. Whatever you say
or do is bound to be under the scrutiny of a number of people.
Hence, make it a point to practice whatever you preach, if you
want your Communication to be effective.
44
9. Communication is a two-way process: Speaking and not
Notes
S
Activity listening to what the other person is saying can change the
___________________
Write a report on mastering process of Communication into a monologue. Effective
communication skills.
___________________ Communication necessitates a minimum of two participants
___________________ who should interact with each other. Whether disagreements
take place or not, is a secondary issue. Though the feedback
___________________
misunderstandings, if any, can always be sorted out and
___________________ clarified by sitting across the table and addressing the same.
PE
___________________ 10. Communication skills to be improved through training:
___________________ Though we communicate all the time, there is scope for further
___________________
improvement in our Communication skills. There is lot of
difference between formal Communication and informal
___________________
communication. The former is the prevalent norm in all
___________________ organizations. A few slips or errors either in written or oral
Communication would leave a negative impact on the mind of
the receiver. Hence, training needs to be imparted to improve
existing Communication abilities.
To communicate effectively we need to polish these Ten
Commandments which when mastered are bound to project us in a
positive light as effective communicators.
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Check Your Progress
True or False:
1. Actions have a greater impact on people than
statements.
2. A few slips or errors either in written or oral
communication would leave a positive impact on the
mind of the receiver.
Mastering Communication Skills

None of us is born with all skills. Some skills need to be acquired.
Communication is one such skill. Mastering communication skills
(c
involves answering the following pertinent questions:

z What to communicate
z What is the objective of communication
z How to communicate
z Whom to address the communication.
45
z When to communicate
Notes
S
z How often to communicate
___________________
z How to get feedback
___________________
z How to evaluate communication ___________________
It is very essential that one understands the what, how, when, and ___________________
why of Communication.
___________________
PE
What to Communicate ___________________
Communication skills start with a clear understanding of what to ___________________

communicate. What do we really want to get across and in how ___________________
detailed a manner? Are these stray thoughts and ideas or well
___________________
organized and sequenced concepts, events, achievements,
developments, and ideas? Are we communicating our own thoughts ___________________
and feelings or are we encoding and transmitting the message,
thoughts, ideas of another party, say that of a chief executive
officer (CEO), planning chief, team leader or employer.
Good Communication skills involve conceptual Clarity and being
well formed about facts, events, intentions, and expectations.
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What is the Objective?
Communication is a goal oriented process. The objective of any
communication is to reach out with a message. Communication
skills would also relate to the basic understanding of the purpose
of communication. Is it to inform, analyze, reiterate, caution,
report or remind? Information analysis, persuasion, negotiation,
detailing, motivation and counselling, constitute varied objectives
with different implications, and hence need different types of
communication skills.
How to Communicate
By this, we refer to the numerous methods, types, channels and
alternative approaches. Each has its own options and the skill lies
(c
in selecting the most appropriate option in any given situation.

Will it be oral, written, non verbal, audio visual, electronic, or a
mix of these? Will the communication be through a formal
channel? Will it be direct and face –to –face or indirect? Will it be
transmitted through letters, fax, telephone or e -mail? What is
available and what should be the speed of Communication? Is the
46 message preplanned or extempore? Will a soft copy or hard copy be

Notes provided?
S
___________________
Communication skill calls for a thorough understanding of choices
___________________ available and an evaluation of their relative costs, merits and
___________________ demerits.
___________________ Whom to Address

___________________ Communication in order to be effective, has to be focused,
PE
___________________ otherwise it gets diluted. The communicator should be clear about
the target group or audience and how to reach them. Customers
___________________
and prospects may be spread across different market segments.
___________________
Employees may be spread across different units and regions.
___________________ Taking into account all the relevant factors, one has to decide how
___________________ to address communication-will it be direct or indirect
communication, will it be open or confidential, and will it be
general or personal? Although “to whomsoever it may concern”
type of address has its limited use, good communication skills
involve creating messages, which are specifically addressed.
When to Communicate
Sense of timing is also very important in any Communication. It
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has to be on right time and at the right moment. It should not be
too early or too late. Human memory is short. The notice or a
meeting or an announcement about an impending event, therefore,
cannot be months or even weeks in advance, and that too without
further reminders. Similarly, sharing of information about events,
developments and achievements, will have to be soon thereafter,
for any delay would dilute the significance of the Communication.
Important meetings should be scheduled in such a way that people
are receptive and they recognize the seriousness of the Agenda.
Morning meetings and meetings held at the beginning of the week
normally provide adequate time for action.
How often to communicate

(c
For Communication to be effective, it is necessary to take into

account not only the timing, but also the intensity and frequency.
Will a one-time message be adequate, or is it necessary to follow it
up thereafter? Reminding effectively calls for skills. Too frequent
reminders, without appreciating the underlying factors would
serve little purpose and undermine the person’s authority.
47
How to get Feedback Notes
S
Activity
Feedback is the final step in any process of Communication. ___________________
It involves carrying back the effect of the Communication to its gateways of communication in
___________________
an organization.
source. Feedback helps gauge effectiveness of the communication.
However it does not come easily. There is considerable skill ___________________
involved in obtaining feedback. Often people receive the message ___________________

and act on it, but may not get back to the communicator. Good
___________________
PE
Communication skill involves understanding what makes people
___________________
respond to questionnaires, revert back to the sender, and provide
the desired feedback. ___________________
___________________
How to evaluate Communication
___________________
Communication is a vast and evolving process. The success rate of
each method and each process is often varied. On an ongoing basis, ___________________
there is a need to evaluate the effectiveness of alternative methods

and approaches. Based on the feedback, it is necessary to take
corrective action. A good communicator will have to develop skills
relevant to the evaluation of communication.
Communication skills encompass all the areas cited above, and the
answers to each one of these questions would be situation specific.
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While there are some general skills appropriate to the process of
communication, there is much learning involved in developing
specific skills.
Check Your Progress

Fill in the blanks:
1. The communicator should be clear about the target
group or audience and ………… to reach them.
2. Feedback helps gauge effectiveness of the
…………………..
Gateways of Communication in an Organization

(c
In order to make business communication effective in practice, an

open door communication policy should be prepared and followed
by managers at all levels. The superiors in the organization must
create an atmosphere of confidence and trust in the organization so
that the credibility gap may be narrowed down. Major efforts in
this direction are:
48
z Two-way Communication: The organisation’s
Notes
S
communication policy should provide for a two-way traffic in
___________________
communication, both upwards and downwards. It brings two
___________________ minds closer and improves understanding between the two
___________________ parties, namely the sender and receiver. A sound feedback
system should be introduced in the organization so that
___________________
distortion in and filtering of, messages should be avoided.
___________________ There should be no communication gap.
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___________________ z Strengthening Communication network: The
___________________ communication network should be strengthened to make
___________________
communication effective. For this purpose, the procedure of
communication should be simplified; layers in downward
___________________
communication should be reduced to the minimum possible.
___________________ Decentralization and delegation of authority should be
encouraged to make information communication more
efficient, through frequent meetings, conferences and timely
dissemination of information to the subordinates.
z Promoting participative approach: Management should
promote a participative approach in management. The
subordinates should be invited to participate in the decision-
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making process which should seek co-operation from
subordinates and reduce communication barriers.
z Appropriate language: In communication, certain symbols
are used which may be in the form of words, pictures and
actions. If words are used, the language should be simple and
easily comprehensible to the subordinates. Technical and
multi-syllable words should, as far as possible, be avoided. The
sender must use the language with which the receiver is
familiar. The message should be supported by pictures or
actions, wherever necessary, to emphasize certain points and
the sender must also practice in action what he says to others
or expects from others.
z Credibility in communication: One criterion of effective
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communication is credibility. Subordinates obey the orders of

their superiors because they have demonstrated through their
actions that they are trustworthy. They must practice
whatever they say and must maintain trustworthiness. If the
subordinates trust the superior, communication will be
effective.
49
z Good listening: A communicator must be a good listener too.
Notes
S
A good manager gives his subordinates a chance to speak
freely and express their feelings well before him. The manager ___________________
also gets some useful information for further communication, ___________________
and can have a better understanding of the subordinates’
___________________
needs and demands.
___________________
z Selecting an effective communication channel: To be
___________________
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effective, the communication should be sent through an
effective channel. Wherein the message reaches its destination ___________________
in time, to the right person, without any distortion, filtering or ___________________
omission.
___________________
z Listening with understanding: Real communication occurs
___________________
when the tendency to evaluate while listening is curbed and
___________________
listening is done with understanding. This means, grasping
the frame of mind of the speaker and understanding the
attitude of the other person. If the listener can comprehend the
emotional tone it would help the communication process. The
attitude that, “I am always right and the other person is
always wrong” has to be done away with. The influence of such
an understanding permits participants of communication to
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come closer and establish mutual communication and
agreement.
z Timing of Communication: Timing of communication is
very important. Once a wrong impression is formed in people’s
mind, it might be a difficult task to erase or dislodge it with
facts. The answer is to get the facts across, before
misconceptions have a chance to gain foothold.
z Sincerity: Sincerity is an important factor in communication.
Anything that is said should be supported by action. When
something happens that is contradictory to what has been said
by a manager, he should give a full explanation.
z Freshness: Time-worn and over familiar phrases tend to be
ignored by the subordinates. They think that they have heard
(c
this before, and not much importance needs to be attached to

these words. They discount the same, leading to a dilution of
the message.
50
Check Your Progress
Notes
Fill in the blanks:
S
Activity
Write___________________
an article on essential
attributes of communication. 1. Once a wrong impression is formed in people’s mind, it
___________________
might be a …………….task to erase or dislodge it with
___________________ facts.
___________________ 2. To be effective, the communication should be sent
___________________ through an …………………. channel.
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___________________
Essential Attributes for Communication
___________________
___________________ Effective communication calls for co-ordinated effort. Good

communication, like any other high quality output, is the result of
___________________
hard work. Good communication does not occur accidentally. It
___________________ calls for proper planning, understanding human behaviour and
choice of physical facilities and mechanical or electronic devices in
the organizational context:
1. Clarity of purpose: The first essential for the effective
Communication is to be clear about the purpose of
Communication. "For effective communication, be clear about
the purpose". Every communication has an objective. It is a
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means to an end. One should be clear about what one wants to
achieve through the process of communication. The
communicator has to ensure that the message reaches the
receiver entailing wastage of time and effort. The urge to
communicate should be proceeded by Clarity of purpose. Ask
yourself what you want to achieve or accomplish through the
communication which is actually meant, is to impart
information, express concern, enlist support, express
displeasure, or imbibe skills? The objective may not be one, but
a combination of these purposes.
2. Understand the process of communication: Another
essential for effective communication is the need to
understand how the process of communication works, i.e., the
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principles and tools of communication. It is necessary to have a

good understanding of the mode, channels, types, instruments,
methods and barriers relating to communication and the
factors affecting it. Good communicators, like good artists, use
their tools effectively.
51
3. Be clear about your target audience: The intended
Notes
S
message cannot bring about the desired result unless it
reaches the right person or group of persons. The message ___________________
should address the target group. For communication to be ___________________
effective, it should be properly focused. Quite often,
___________________
communication loses its effectiveness because it reaches an
unintended audience. Good ideas and messages reaching the ___________________
wrong person will end up as an exercise in futility. The next ___________________
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essential step is to develop good communication skills. The ___________________
skills of communication that need mastering are reading,
___________________
writing, listening, speaking, body language and presentation.
One must be clear about the merits and demerits of ___________________
communication skills and which of them is to be used under a ___________________
given set of circumstances. It must be remembered that
___________________
acquiring different skills requires a conscious effort to develop
them too.
4. Be well informed: Communication, quite often, relates to
providing information. The initiator of the communication
should, therefore be well informed about the message and be
in a position to appreciate the context in which the message is
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being communicated. This happens in an organizational
context when the sender of the message uses incomplete
information. People receiving the message often, have their
expectations about it and the person giving the message
should take cognizance of it.
5. Plan your Communication: In order to be effective, any
communication must be well planned. The messages to be
conveyed, words to be chosen, action to be sought and feedback
to be obtained, are all areas that need careful consideration.
Inadequate planning can and often does result in effective
communication. Good planning should take not only focus on
the target audience, but also pay attention to their attitude
and expectations.
(c
6. Be positive in approach: Yet another requirement for

effective communication is to have a positive approach and the
right mental attitude. One should develop confidence through
learning and practice and take responsibility for making
communication work. One should recognize the power of
communication and strive to achieve results.
52
7. Avoid extreme feelings: Extreme and strong feelings are not
Notes
S
conducive to effective communication. Anger, depression and
___________________
frustration adversely impact the thought process and thereby
___________________ distort communication. It is imperative to realize that, quite
___________________ often of process of communication is irreversible. A word
spoken or a letter written in a fit of anger can do considerable
___________________
damage. This is particularly true in work situations, market
___________________ places, organizations and businesses. Restraint is necessary.
PE
___________________ 8. Be sincere: Effective communication demands a certain
___________________ degree of honesty and sincerity from those involved in the
___________________
communication process. There should be no deliberate attempt
to mislead or manipulate the recipient of the message. If the
___________________
receiver of the message loses faith in the communicator, the
___________________ process of communication suffers in terms of credibility.
Effective communication, therefore, presupposes sincerity.
9. Be consistent: Communication is mostly a regular process,
rather than a one –time affair. In personal dealings,
organizational setting and business places, communication
take place almost all the time. The parties involved in the
communication quite often, are the same too. There may be
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scope for modification or correction, but not for contradictions
which must be consciously avoided. The spoken message
should be, as such that the message is delivered well in time.
Non verbal communication should supplement oral messages.
10. Appreciate the time factor: In any communication,
especially in business communication, time is of great essence.
Speed and timeliness contribute significantly to the
effectiveness of communication. All communication concerning
such goals and tasks will have to appreciate the time factor.
Quite often the message that is delayed also gets wasted.
11. The process of communication should take just the
“right” time. Communication should be in measured doses,
since an overdose of even useful and relevant communication
(c
may be received without enthusiasm. The time the receiver of

the communication allocates for the purpose has to be borne in
mind in order to ensure effective communication.
12. Use proper modes and channels: The method or type of
communication to be used will vary from situation to situation.
Effectiveness of the communication will be dependant on the
choice of methods and instruments. There are times when the 53

written communication cannot convey as forcefully as the oral Notes
S
communication. There are occasions when a telephone call ___________________
would be more appropriate than a letter. Make the right choice
___________________
and repeat the message, if essential.
___________________
13. Be cost conscious: The process of communication quite often
entails costs. There are direct and indirect costs involved in ___________________
sending messages. These costs vary, depending upon the ___________________
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method of communication and the means of transmission. ___________________
Since communication in an organization is an ongoing process,
___________________
such costs can add up to a substantial amount. The result
achieved by the communicator should justify the cost incurred ___________________
in the process. If not, there is no effectiveness in such ___________________
communication.
___________________
14. Obtain feedback: Feedback is another important component
of the process of communication. People communicating the
message often call for feedback, to reassure that the message
has reached the target as envisaged. Such feedback helps in
evaluating the efficacy and reliability of the types, methods
and channels of communication used. Feedback helps
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understanding mistakes committed in encoding and decoding
the message and losses in transmission. Mistake, if any, can be
dealt with by undertaking effective corrective measures.
15. Avoid Communication overload: To be effective,
communication should always be in measured doses. The
communicator should take care not to overdo or overstretch
communications. Communication is essentially a participative
process and if it is not within reasonable limits, its efficiency
will suffer. Imagine receiving a 30–pages newspaper everyday;
or sitting through a non-stop four hour speech by a single
speaker; or participating in a technical workshop from
morning till late in the evening. Whatever be the merit in
terms of context, the response is more than likely to follow the
principle of diminishing returns.
(c
16. In the foregoing paragraphs, we have made an attempt to

list out the essentials for effective communication. Since
communication is essentially a two–way process, both the
giver and the receiver of the message will have to confirm to
its well–defined principles and norms. Unless one practices
what one preaches, words become hollow principles and norms.
54 Unless one practices what one preaches, words become hollow

Notes and communication loses its shine. Effective communication
S
___________________ strives to pre-empt any misunderstanding and accomplish
complete and clear understanding.
___________________

___________________ True or False:
___________________ 1. Effectiveness of the communication will be dependent
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___________________ on the choice of methods and instruments.
___________________ 2. Effective communication demands a certain degree of
___________________ honesty and sincerity
___________________
Summary
___________________
Gateways to Communication are those means through which
Communication can be made more effective and valuable. The
steps to overcome barriers to Communication are in themselves
gateways to effective Communication. The seven C’s and four S’s of
Communication also form important gateways to meaningful and
successful Communication. The ten commandments of
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Communication include Clarity of language, avoiding
unintentional Communication, selecting adequate medium, etc.
Mastering Communication skills involves answering the following
pertinent questions:
z What to communicate?
z What is the objective of Communication?
z How to communicate?
z Whom to address?
z When to communicate?
z How often to communicate?
z How to get feedback?
(c
z How to evaluate Communication?

Strengthening Communication network, listening with
understanding, good listening, selecting an effective
Communication channel, are a few gateways to effective
Communication in an organization. Positive approach, sincerity,
consistency, cost consciousness, Clarity of purpose are a few 55

essential attributes for Communication, which act as gateways. Notes
S
___________________
Lesson End Activity ___________________
Prepare a script for a skit and give it to your classmates and ask ___________________
them to perform the skit and analyze their communication skills. ___________________
___________________
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Keywords
___________________
Gateways: An opening or a structure framing an opening.
___________________
Commandments: Commandments which when mastered are ___________________
bound to project us in a positive light as effective communicators
___________________
Clarity: clear about the purpose of Communication
___________________
Corroborate: To strengthen or support with other evidence, make
more certain.

1. What is meant by gateways to Communication?
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2. What are the pertinent questions involved in mastering
Communication skills?
3. Elaborate a few gateways to Communication.
4. What are the essential attributes to effective Communication?
Further Readings
Books
Books.
Publishing House.
(c

56
Web Readings
Notes
http://ezinearticles.com/?Ten-Commandments-of-Effective-
S
___________________ Communication&id=314811
___________________
http://www.authorstream.com/Presentation/Sajidkhanluvable-
___________________ 561197-gateways-to-communication/
___________________
___________________
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___________________
___________________
___________________
___________________
___________________
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(c
UNIT 5: Case Study
Unit 5
57
Notes
S
Case Study
___________________
___________________
___________________
Objectives
___________________
After analyzing this case, the student will have an appreciation of the
concept of topics studied in this Block. ___________________
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___________________
___________________
Case Study: Closing the Fifth Floor
___________________
The City Main Hospital, Cochin, was incurring losses, in spite of
___________________
its rising popularity and increasing number of outdoor patients.
The management has been thinking of doing something to solve ___________________
the problem. As the major burden of the heavy cost was due to the
surplus manpower, the simplest solution, according to the
Hospital’s Executive Director, was to reduce staff, especially, from
the nursing department.
The hospital had five floors. The fifth floor was meant for keeping
chronic and old age patients’ under ‘observation’. Like all other
floors, this unit had 80 beds with all the excellent facilities and
round-the-clock services of 50 nurses reporting to Lily Joe, the
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Senior Nurse Manager.
The Executive Director knew that over the years, the fifth floor as
“observation” unit had been only partially utilized. For the last
20 months, the floor had never served more than 6 patients at any
given time. Naturally, the floor with its huge staff was considered
under-utilized and to a large extent, a unit that could be
dispensed with. The Executive Director, Dr. Pandey discussed the
matter with the hospital management and suggested that the
patients of the fifth floor could be kept in other wards and closing
the fifth floor could avoid recurring losses.
The management agreed to close the fifth floor and decided to
terminate the services of its senior manager Lily Joe as her
services would be no more required. The management asked Dr.
Pandey to remove also those nurses, who were specially appointed
for the ‘observation’ unit because of their experience and training
in looking after the chronic and elderly patients.
A number of meetings with the senior executives were held to
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plan the closing of the fifth floor. However, discussions brought

out a few complicating factors in this regard.
Firstly, it was pointed out that no permanent employee of the
hospital could, as per the hospital’s practice and service rules, be
laid off. The hospital followed the policy of ‘reassignment’ and not
‘removal’. The management could close the fifth floor, but it could
not remove the long-standing employees working in the
observation unit on fifth floor. Hence, the management was
Contd…
58 committed to shift the fifth floor staff to other units having

Notes positions for them, according to their suitability across the
S
hospital; it was believed that most of the affected staff could be
___________________ suitably absorbed.
___________________ But, the senior managers from other units expressed reservations
about the possibility of moving the fifth floor employees to other
___________________ units. According to them, the fifth floor staff over the years had
developed their own set and habitual ways different from the
___________________
ways of employees of other units. The fifth floor nurses, for
___________________ example, refused to accept to do anything more than what was
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assigned to them. The staff had been idling since long. Therefore,
___________________ they lacked participative and cooperative attitude. Their senior
manager Lily Joe was generally considered least effective as a
___________________
manager.
___________________ Because of all these reasons, the senior managers of all other
units were most unwilling to accept the proposal of reassigning
___________________
the fifth floor workers to other units. Both these complicating
___________________ factors were conveyed to the management. To resolve the
problem, management decided to discuss the matter with all
nurse managers of the hospital administration. A series of
meetings was conducted by the Vice-President of nursing, and
attended by all ten of the nurse managers, including Lily Joe as
well as General Manager of Public Relations, Director of
Personnel and a Labour Relations Officer. Initially, the
management did not want Lily Joe to be included in these
meetings as she was personally concerned with the matter.
However, the management considered it would look proper if Lily
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was involved in the planning process of the lay-off. In every
meeting, Lily created a scene by crying and making all other
members present feel extremely embarrassed.
It was resolved that nothing discussed in the meetings would be
revealed to anyone until the final decision with regard to the
closing of the fifth floor was made. Every member of the meeting
was placed under the oath of secrecy. But soon, the entire hospital
was full of rumours that the management had decided to throw
out long-standing workers and that the fifth floor was its special
target.
Anxiety, nervousness, whisperings spread across all the floors of
the City Main Hospital. Hysteria gripped the fifth floor.
Finally, to meet the situation a plan was developed. On the
following Friday morning, the Vice-President of nursing and the
Director Personnel would go to the fifth floor and meet the entire
staff of the observation unit to inform them about the plan of
either shifting them to other units if so desired, for whom
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positions in other units had been worked out, or the scheme of

Golden Handshake of parting with generous provisions of
retirement benefits specially created for the fifth floor employees
who would be laid-off. Immediately after this meeting, the same
information would be announced at a general meeting of all the
hospital workers; simultaneously, the hospital’s Chief Medical
Officer (CMO) would hold a meeting of medical staff and brief
Contd…
UNIT 5: Case Study
59
them about the plan of closing the fifth floor. On Wednesday,
individual letters signed by the Director General ‘would be sent to Notes
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all employees so that most would reach by Thursday morning and
departmental meeting, “would be held on Thursday afternoon. On ___________________
Friday, the whole staff, in a general meeting, would be informed ___________________
about the scheme. On Thursday morning, a press release on the
generous golden handshake scheme of the City Main Hospital ___________________
would be organized with the media. Thus, by Friday, news about
the hospital’s generous action regarding the fifth floor employees ___________________
would appear in the newspapers and be known to all.
___________________
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Two days before the action on the fifth floor was to take place, the
Vice-President of nursing met the Hospital’s CMO, Dr. Manoj ___________________
Mehta and the Chief Administrative Officer (CAO), General ___________________
Khurana to review the plan formulated in the meetings. The Vice-
President nursing was astonished to find both Dr. Mehta and ___________________
General Khurana react to the plan negatively. Both insisted on
knowing exactly how many persons would be removed and who all ___________________
would be reassigned to different positions. But the Vice-President
___________________
could not know beforehand of the exact number of reassignments,
as the nursing positions always kept fluctuating every day,
depending on the number of resignations and new appointments.
Dr. Mehta shouted, “Nursing never gets its numbers right”.
Besides, General Khurana violently reacted to getting the letters
to individual employees signed by the Director General. “We
should stop putting blame on the higher-ups”, he exclaimed. In
fact, both made it clear that they would not allow the things to
move forward until the specific numbers were worked out and the
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letter to the employees was redrafted.
Meanwhile, the hospital’s grapevine was spreading like wildfire.
Everyone was talking about the fifth floor going to be closed in
two days. Perhaps, the fifth floor employees themselves had come
to know about the closing of the fifth floor. One of the fifth floor
employees put an announcement on the hospital’s computer
network saying, “Through a most reliable source, it is learnt that
we the loyal and longest serving staff of the fifth floor are soon
going to be thrown out onto the street by the hospital. If you wish
to help support hurt persons, you could contribute to the charity
fund, we are raising for this purpose. Please send your donations
to any fifth floor employee’s home address.”
On Thursday, the fifth floor employees wore black armbands.
They hung black curtains in the patients’ rooms. The patients too
were distressed to know that they were going to be removed from
the observation. Next morning, confusion and tension overtook
the fifth floor. While the management and senior executives kept
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debating the number of workers to be retained and the fine

details of the effective communication plan, the fifth floor
employees were restlessly awaiting the orders of their
termination. Every moment they felt that they were going to be
asked by someone to go home for good. Gradually, the tension
mounted and the situation became unbearable. One nurse grew
hysterical and started crying loudly. Some other nurses began
sobbing and clinging to one another.
Contd…
60
The news of the fifth floor’s complete breakdown spread across
Notes the hospital. The Director Personnel came up. She saw what was
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happening. With the help of G.M. Public Relations, she made the
___________________
fifth floor employees go home, and organized the shifting of fifth
___________________ floor patients to other wards on other floors.
___________________
The following day (Saturday), The Executive Director announced
that the City Main Hospital had closed The Fifth Floor.
___________________ Questions
___________________ 1. Analyze the reason for spreading of rumours of the layoff of
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the observation ward staff.
___________________
2. Was it correct to include Lily in the initial discussion
___________________ meeting?
___________________ 3. Ideally, how should this situation have been handled?
___________________ Source: Kheterpal. Vandana, Business Communication (2010), (P-48), Excel books Pvt. Ltd.
___________________
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61
Notes
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___________________
___________________
___________________
___________________
___________________
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___________________
___________________
___________________
___________________
___________________
BLOCK-II
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62
Notes
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___________________
UNIT 6: INTERNAL COMMUNICATION UNIT 8: LISTENING SKILLS
z ___________________
z Notices
___________________ z Importance of Listening
z Circulars z Listening as Behaviour
___________________
z Memos z Payoffs for Effective Listening
___________________
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z Minutes z Misconceptions and Barriers that Impair Listening
___________________ z How to be a Good Listener?
UNIT 7: MANAGEMENT COMMUNICATION
___________________
z Introduction UNIT 9: READING SKILLS
___________________
z Management Communication: Meaning z Introduction
z ___________________
Improving Management Communication z Factors Affecting Reading Efficiency
z Communication in Specialized Groups
___________________ z Techniques for Improving Reading Efficiency
z Techniques for Improving Retention
z Guidelines for Effective Reading
UNIT 10: CASE STUDY

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UNIT 6: Internal Communication
Unit 6
63
Notes
S
Internal Communication
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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Notices ___________________
Circulars ___________________
Memos ___________________
Minutes ___________________
___________________
Introduction
Internal communication is that dimension of Business
Communication which includes the communication within the
organization. It may be in the form of upward communication,
including suggestions, complaints, reports, etc., or Downward
Communication, including orders, notices, circulars, etc. It may
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also include horizontal communication in the form of inter
departmental memos. Besides, internal communication also
includes informal oral communication. Written communication
within an organisation has to be thoughtfully drafted. A written
message can and does act as precedence to further messages of a
similar nature. Besides, it also goes on record. Intra- or inter-
departmental written communication can be in the form of
circulars or notices that are either circulated to all employees or
displayed on a board for all to read. Inter office memos are another
form of important written communication through which many
tasks are accomplished. While there might be printed forms for
filling in the memos, one should be familiar with the structuring
and patterning of the message.
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All these forms of transmitting messages require meticulous

drafting and proper revision of the message and a careful
understanding of the following:
z Purpose for which they are written
z Manner in which they are composed
z Pattern of tone and style that is adopted
64
Notes Notices
S
Activity
___________________ Notices form part of intra-departmental communication, that is,
Design a sample notice to
inform your colleagues about
___________________
communication from one department to another or from the top
an award function to be held
in near future.
management to the lower levels. Informational messages are
___________________
transmitted to the members of an organisation by putting them up
___________________ as notices for everyone to read.
___________________ A Notice is a formal written document, the objective of which is to
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___________________ provide important information to the receivers of the Notice. A
Notice is usually displayed on the Notice Board of the organization
___________________
and every one is expected to go through its contents. In case of a
___________________
Legal Notice, it is sent by post.
___________________
The purpose of a Notice, in any business organization may be:
___________________
z Inviting everyone for a meeting
z Regarding a new rule/regulation to be started
z Regarding some event to be held
z Regarding a Holiday
z Regarding a deadline for submitting any paperwork
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z Regarding any other important information.
The various components of a notice, in case of a meeting or event
are as follows:
z The purpose of the business to be transacted or the event to be
held
z Day, date and time of the Event or Meeting
z Venue of the meeting/Event
z Names of any special guests, etc.
Occasionally, the notice is displayed on a board and the same
information is also circulated to all concerned within the
organisation. The tone of both the circular and the notice is always
in the form of a request instead of a command. This necessitates
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that the tenor be polite and courteous.
Format of a Notice
A formal notice begins with the name of the organisation in the
centre, on the top; it may be the letter head of the organization.
After that, the word notice appears. One may or may not give the
sub title to the notice. The sub title is the heading of the notice. 65
Then date of issue of the notice is written, followed by the matter. Notes
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Activity
The signature, name and designation of the issuer of the Notice ___________________
Prepare a circular to be
appear at the bottom, on the left hand side. distributed to your department
for ___________________
bidding farewell to one of
Nirmaan Private Limited your colleague.
___________________
Phase 1, Industrial Area
Chandigarh ___________________
NOTICE ___________________
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June 10, 2006 ___________________
The Members of the Marketing Division are requested to gather for an ___________________
important meeting on Tuesday, June 13, 2006 at 10.30 am in the
Conference Room, to discuss the latest marketing strategy for our new ___________________
product. ___________________
G.D. Sethi
___________________
(President)
Source: Kheterpal. Vandana, Business Communication (2006), (P-327), Excel Books
Pvt. Ltd.
Figure 6.1: Sample of Notice
Check Your Progress

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Fill in the blanks:
1. Informational messages are transmitted to the
members of an organisation by putting them up as
…………… for everyone to read.
2. The tone of both the circular and the notice is always in
the form of a request instead of a ……………………..
Circulars
A Circular is also a written formal document, used for inter-
departmental or inter-organizational communication. It serves the
same purpose as the notice and may be written for the same
reasons. The only difference in the Circular and Notice is that the
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Notice is displayed at one place, where as the Circular is widely

circulated among the members concerned. Usually, the signature
of the reader is taken on the Circular, to ensure that the
information has been transmitted.
66
Format of a Circular
Notes
The format of the Circular is same as that of the Notice, the only
S
Activity
___________________
Make a slideshow difference being that the Circular number is written on the
presentation on memos and
their___________________
formats.
Circular.
___________________ Nirmaan Private Limited
___________________ Phase 1, Industrial Area
Chandigarh
___________________
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Dated: June 10, 2006
___________________
Circular No. 177/61
___________________
The organization is conducting a “Visit-to-Village” programme, under the
___________________ Rural Development Project, on June 20, 2006. We will be visiting a
nearby Village and conducting a cleanliness campaign there. The
___________________ employees are advised to come in informal dress code and assemble in
___________________ the Main Ground at 11.00 am and join for the noble cause.
Sd/-
Bharat Malik
(Personnel Manager)
Source: Kheterpal. Vandana, Business Communication (2006), (P-328), Excel Books

Pvt. Ltd.
Figure 6.2: Sample Circular

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Check Your Progress
True or False:
1. A Circular is also a written formal document, used for
inter-departmental communication.
2. The only difference in the Circular and Notice is that
the Notice is displayed at one place, where as the
Circular is widely circulated among the members
concerned.
Memos
Memo, which is an abbreviation of memorandum, forms part of
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inter-and intra-departmental correspondence. Derived from the

Latin word “memorare”, changed to “memorandus” (notable), it
literally means to provide information. A memo is a written
statement that provides information by a person or a committee to
other people. Literally translated in the organisation set-up, it is
brief official note circulated to one or more than one person,
depending on the nature of the information to be circulated.
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Though the basic purpose of a memo is to inform, make requests,
Notes
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to put on record, to report and invite suggestions, it is very
different from a letter. The variance is in the nature of the tone as ___________________
well as the style. A letter is more formal in nature but a memo ___________________
ensures that the tone is more conversational. This trend is away
___________________
from the stiff formal style of writing that characterised written
communication several years ago. The tone adopted is contingent ___________________
upon the relationship shared between the sender and the receiver ___________________
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and the topic being specified. In fact, a good technique of ensuring ___________________
that the memo would communicate the desired effect is to read it
___________________
aloud and see whether it can be categorised as a piece of
conversation that is transcribed. However, if a memo is being sent ___________________
to the president of the company, he might prefer a slightly more ___________________
formal style than could be adopted for pears or colleagues. Hence,
___________________
it becomes imperative to evaluate the position of the receiver, and
critically analyse the topic prior to determining the tone of the
memo.
Name of the company
Interoffice memorandum
Date: …………………………….
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Ref: …………………………….
To: …………………………….
From: …………………………….
Subject: …………………………….
…………………………………………………………………………………..
…………………………………………………………………………………..
…………………………………………………………………………………..
Name
Signature
cc.
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Pvt. Ltd.
Figure 6.3: Memo-Full-Block Format
The second memo pronoun “you” is used so as to add on to the

nature of informality. Further names of people instead of their title
or prefixes are used, if the memo is addressed to one single person.
Opening and closing of a memo are also different from a letter. It
does not have a solution or a complimentary close as is present in a
68 letter. However, the objective is clear and, if need be, is also

Notes underlined so that it is highlighted.
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Activity
___________________
Prepare minutes from the last A memo is similar to a letter to the postulation of the subject and
meeting attended by you.
___________________ the points discussed. The language is polite and courteous and
___________________ there is no breach of good in will in the memo.
___________________ Many companies have their own printed format in which the
message is written and sent across to the other members. This
___________________
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format is more like that of a letter. It could either be in the full
___________________ block or semi-block style.
___________________
Name of Company
___________________ Interoffice Memorandum
___________________ To: ………………………. Ref: ……………………….
___________________ From: ………………….. Date: ……………………….
(Designation)
Subject: …………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
………………………………………………………………………………………
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Name
Signature
CC.

Pvt. Ltd.
Figure 6.4: Memo-Semi-Block Format
Check Your Progress

Fill in the blanks:
1. A letter is more formal in nature but a memo ensures
that the tone is more ………………..
2. A memo is a …………… statement that provides
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information by a person or a committee to other people.
Minutes
A record of the decisions taken at a formal meeting is called
Minutes. All companies, statutory bodies, social organizations,
associations (whether registered or unregistered) and Committees
have to maintain a record of the meetings. Minutes are the Official 69

Record of work done and decisions taken and the meeting of Notes
S
members; they must be precise and clear. They record what was ___________________
decided and done. They are meant for future reference. The
___________________
minutes are made available to all the members on request. If the
members are staying outside, a copy the minutes are sent by post. ___________________
The minutes of companies and statutory bodies are written in ___________________

formal style. Other organizations may write minutes in informal
___________________
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style. Minutes are a legal document and can be produced in a court
___________________
of law as evidence.
___________________
At the next meeting, the minutes are read out by the secretary or
may be taken as read if a copy was sent to members; the minutes ___________________
are then approved and signed by the Chairman and the Secretary ___________________
as a correct report of the meeting.
___________________
Essential Points in Minutes

The details given below are an essential part of minutes and must
always be included:
z Name of the body and nature of the meeting
z Day and date of the meeting
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z Time and place of the meeting
z Name of Chairperson of the meetings, names of other members
present (list is attached if there are many names)
z Names of persons “in attendance”, that is, any invited officials
like the auditors, the solicitor, who are not members of the
meeting
z Leave of absence to those who are not present
z Resolutions
z Thanks to the Chairperson
The first item of the minutes is always the reading and
confirming of the minutes of the previous meeting except
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for first meetings. If minutes are circulated well in

advance, they will not be read. If objections are not
received to date, the minutes stand confirmed.
However, if a Condolence Resolution is to be passed, it is
to be put before confirmation of the minutes.
70
Leave of absence is usually recorded before the minutes
Notes
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are confirmed.
___________________
The last item of the minutes is a vote of thanks to the
___________________
Chair.
___________________
Other items in the minutes depend upon the agenda and
___________________ items discussed during the meeting.
___________________
The minutes will include only the resolutions passed at
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___________________ the meeting without giving details of the discussion which
___________________ took place before the decision was taken.
___________________ The minutes will also include a record of the proposals

made, a summary of the discussion, voting on the
___________________
proposals.
___________________
The style and method of writing minutes is fixed by
custom and practice by each organization.
Language of Minutes and Resolutions

Following are the guidelines of language to be used in minutes:
1. Minutes are written in simple past tense; for example:
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The Secretary read out
The Chairman informed
The meeting ended
2. Many of the items are written in passive voice; for example:
The minutes were taken as read, and confirmed and
signed.
The progress report for December was presented
The secretary was authorized
The next meeting was fixed for
3. Impersonal passive voice is used for recording decisions and
regulations. The impersonal passive voice is used only for
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verbs of mental actions like decide, resolve, suggest,

recommend, etc. These are not physical actions; they can be
taken by a group collectively. Here are some examples:
It was decided that a committee be appointed
It was resolved that the meeting be adjourned
71
It was decided to create a separate fund for the purpose.
Notes
S
Resolved that the separate fund be created for the
___________________
purpose.
___________________
4. The verb is in the subjunctive mood. Subjunctive mood of the
___________________
verb describes an action that is proposed or intended or
planned or thought of, but not yet completed. It is used only for ___________________
the verb to be, and only with verbs of command or desire; for ___________________
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example:
___________________
I move that Mr. Samant be appointed
___________________
I propose that the Secretary be authorized
___________________
Check Your Progress ___________________
True or False: ___________________
1. The minutes of companies and statutory bodies are

written in informal style.
2. Minutes are a legal document and can be produced in a
court of law as evidence.
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Summary
Intra- or inter-departmental written communication can be in the
form of circulars or notices that are either circulated to all
employees or displayed on a board for all to read. Inter office
memos are another form of important written communication
through which many tasks are accomplished. A Notice is a formal
written document, the objective of which is to provide important
information to the receivers. A Circular is also a written formal
document, used for inter-departmental or inter-organizational
communication. The only difference in the Circular and Notice is
that the Notice is displayed at one place, where as the Circular is
widely circulated among the members concerned. Memo, which is
an abbreviation of memorandum, forms part of inter- and intra-
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departmental correspondence.
Lesson End Activity

Draft a Notice of the Annual General Meeting of an organization of
your preference.
72
Keywords
Notes
S
Internal Communication: Internal communication is the
___________________
communication within the organization. It may be upward,
___________________ downward or horizontal.
___________________
Notice: A Notice is a formal written document, the objective of
___________________ which is to provide important information to the receivers.
___________________ Circular: A Circular is also a written formal document, used for
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___________________ inter-departmental, or inter organizational communication by
circulating it among the members concerned.
___________________
___________________ Memo: Memo, which is an abbreviation of memorandum, forms

part of inter- and intra-departmental correspondence
___________________
Minutes: A record of the decisions taken at a formal meeting is
___________________
called Minutes.

1. What are the means of inter organizational or intra
organizational communication?
2. What is a Notice? How is it drafted?
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3. Explain the difference between a Notice and a Circular.
4. “Memos” are a very important tool of internal communication
in an organization. Explain.
5. What are minutes? What are the essential points to be
included in minutes?
Further Readings
Books
Books.
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Publishing House.
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Notes
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___________________
Web Readings
___________________
http://www.leehopkins.net/2006/07/06/what-is-internal-
___________________
communication/
___________________
http://wiki.answers.com/Q/What_is_the_definition_of_the_circular_
___________________
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memo_and_notice
___________________
___________________
___________________
___________________
___________________
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UNIT 7: Management Communication
Unit 7
75
Notes
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Management Communication
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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Management Communication: Meaning and Importance ___________________
Improving Management Communication ___________________

Communication in Specialised Groups ___________________
___________________
Introduction ___________________
Communication is the process through which all human

interaction takes place. There are different groups involved in this
process, i.e., the management, employees, specialists, families of
employees, and labour unions. Generally, communication means to
the passing on of information by the management to the workers,
or by the workers to the management. There are many links in the
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channel of communication through which information reaches the
management, and, most links (four out of five) in the
communication chain are within the management. Communication
within the management is generally overlooked or ignored but it is
equally important. A better communication within the
management will press the managers or executives as well as the
workers. Both, unitedly, can add to better productivity, and
profitability of the organisation.
Communication within the management group is called
management communication. The management, at different levels,
plays different roles that affect the communication pattern. As the
middle management has to explain organisational policies,
practices, and programmes to their subordinates, they are
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supposed to know these policies, etc. before hand from the top
management.
In spite of many barriers among people and groups in the
organisation, one of the basic propositions of organisational
behaviour is that open communication is better than restricted
communication. So, communication among various groups should
be improved wherever possible.
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In this unit, we discuss the communication relationship among
Notes
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Activity different groups within organisations, such as communication
___________________
Write an article on within the management: upward and downward with specialists;
management communication.
___________________ with the employee’s families, and with labour unions.
___________________
___________________ Management Communication: Meaning

___________________ Whenever we talk of communication, we generally refer to
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___________________
communication with employees; and, communication within the
management is left out altogether. However, both deserve to be
___________________
treated equally as both unitedly add to better productivity, and
___________________ profitability of the organisation. Therefore, an attempt would be
___________________ made in this unit to discuss these two sets of communications.
___________________ Communication within the management group is called

management communication or intra-management
communication. This aspect of communication is equally important
because, if managers at different levels remain uniformed, they
will not be in a position to explain the policies and practices of the
organisation to their subordinate employees.
Importance of Management Communication

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Managers are supposed to implement the policies and practices of
the organisation in order to achieve organisational goals; so, it is
essential that they should be well-informed about the policies and
practices of the organisation. Management communication should
be emphasised due to the following reasons:
1. It is a Prerequisite to Employee Communication:
Management communication is a prerequisite to
communication with the operating workers. The main
responsibility of the managers and supervisors at all levels is
to communicate the management messages to the employees,
subordinate to them. And they cannot transmit the messages
to them more clearly than they themselves understand. The
top management expects the supervisors to interpret and
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explain the plans, policies, etc. to the workers but, if they fail
to explain the plan to the supervisors, the supervisors will be
unsuccessful in explaining it to the workers. This will be so in
spite of the fact than they have sufficient papers explaining
the plan but the plan remains either unimplemented or is
badly implemented for want of appropriate communication
from the top.
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2. Necessary for Sound Decisions: Decision-making is one of
Notes
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the functions of the management. Though they are quite
isolated as regards performance, they serve as competent ___________________
decision centres only to the extent that they develop suitable ___________________
information channels. Many of these channels must be within
___________________
the management group. If management communication
channels are not appropriate, sound decision cannot be ___________________
expected. ___________________
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3. Greater Scope of Managerial Influence: Another reason ___________________
for emphasising management communication is that it covers ___________________
a greater area of influence than that of the workers.
___________________
Inadequate information to managers affects a broad area of
performance (i.e., productivity, profitability, and morale) ___________________
because it influences many persons and activities within the ___________________

organisation.
4. Links in the Communication Chain are within the
Management Group: Generally, there are five links in the
communication chain from the top to the bottom, and from the
bottom to the top. Four links out of five are in the management
group and only one link, i.e., between a supervisor and an
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operative employee, is outside the management group. Each
link has an equal opportunity to distort, fade, or delay the
communication. Thus, the greater proportion of these problems
is intra-management when the communication chain is long.
So, effective management communication is essential for
effective employee communication, upward and downward.
5. Communication for Self: For management itself
communication is necessary because they are also employees
of the organisation and need proper communication like any
other person in the organisation.
Check Your Progress

Fill in the blanks:
(c
1. Inadequate information to managers affects a broad

area of performance because it influences many persons
and ………………..within the organisation.
2. Effective management communication is essential for
effective ……………….. communication.
78
Notes Improving Management Communication
S
Activity
___________________
Prepare a presentation on Research studies show that most of the people in management are
“How Management
___________________
engaged in lateral communication or cross communication which is
Communication can be
improved?” outside the chain of command. One study showed that two-thirds
___________________
of management communication is cross communications, either
___________________ horizontal or diagonal in direction; and, only one-third of their
___________________ communication was within the chain of command. The flow of
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information needs improvement. Various methods can be used
___________________
within the management for improving the communication system.
___________________ These are given below:
___________________
1. Committees, Conferences, and Meetings: In order to
___________________ improve the flow of management information managers are
___________________ generally members of various boards and committees, and
participate in conferences and meetings. They should
represent their departments in such committees etc. and
discuss common problems relating to the organisation or their
departments.
2. Written Communication: Many organizations have
developed special types of written communication for their
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managers such as newsletters, bulletins, and special booklets
to keep their managers well informed about the policies,
practices, services, and products of the organisation. Some
employers have the practice of providing copies of their
magazines to before their general release so that they may
come to know of their contents well in advance.
3. Off-site Conferences: In order to have better management
communication, some organizations hold conferences on a
particular subject at locations away from their workplace just
to avoid work interference. Sometimes, some distinguished
person is called upon to initiate the debate. It is a good method
for intra organization communication.
Thus, management communication must be improved to have a
(c
better understanding of the policies and practices of the

organisation, and to convey such policies etc. to the operating
employees in an effective manner.

Notes
Fill in the blanks:
S
Activity
___________________
Conduct a survey with
1. Some organizations hold …………… on a particular
different groups in your
subject at locations away from their workplace just to ___________________
organizations and study
communication pattern in
avoid work interference. those___________________
groups.
2. Management communication must be improved to have ___________________
a better understanding of the ……………. and practices
___________________
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of the organisation
___________________
___________________
Communication in Specialized Groups
___________________
By specialised groups, we mean the groups of persons having
specialised in some branch of knowledge such as researchers, ___________________
engineers, accountants and the like. These groups grow in size and ___________________
importance with the size and complexity of an organisation. In the
line and staff organisation structure, these specialists are called
staff whose primary function is to study problems related to their
specialised fields and to advise the top management about their
solutions.
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Role of Specialised Groups in Communication
The specialised groups play a leading role in communication, far
beyond their own departments. That is why many communication
activities are assigned to them. Their role in communication may
be appraised in terms of the following criteria:
1. Specialised groups play a leading role in communication and,
in some instances, their primary function is communication.
They are engaged in the collecting of data, preparing reports,
issuing directives, co-ordinating activities, and advising
persons and also performing many other communication
functions.
2. Since most specialists do not have line authority, they have
greater motivation in communication because their primary
(c
aim is to sell their ideas to others.

3. Specialists usually have a shorter communication chain to the
higher management because of their proximity to the
management; therefore, they can use short-circuit
communication to the higher management.
80
4. Specialists enjoy greater mobility than the operating workers
Notes
S
because their nature of work is such that they can move to any
___________________
department and study its working. Thus, they have more
___________________ opportunities to spread and receive information regularly.
___________________ 5. Specialists are often more involved in the chain of procedure
___________________ than others.
___________________ 6. Typical specialists’ units are quite often active in cross
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communication with other internal groups because their
___________________
activities usually affect several chains of command.
___________________
7. Specialised typical units have many contacts outside the
___________________
institution such as contacts with the customers, governments;
___________________ suppliers, professionals etc. and they are outside its own chain
___________________ of command. They have a broad span of communication.
8. When information is of general interest, specialists receive and
transmit more information than the line group.
There are three significant points for organisation behaviour as
regards specialist groups:
1. Specialised groups must be trained in communication
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regardless of their expertise.
2. Such groups should recognise the importance of their
communication role.
3. The management should also give due recognition to their
special role in organizational communication and make full
use of it.
Organisational Policy
The large volume of cross communication by specialists needs an
organisational policy to guide them. Henry Fayol, in 1916,
presented an effective guide called Fayol’s bridge which showed
that cross communication was necessary and appropriate
especially for those near the bottom of the chain of command. The
(c
management should encourage it as a device of good management

subject to two conditions:
1. Permission of the direct supervisor should be sought in
advance by the workers as a matter of policy that should state
the kind of cross communication permitted.
81
2. Each communicator, so permitted, should also convey any
Notes
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significant result of the cross communication to the direct
supervisor. ___________________
Thus, the role of specialised groups in cross communication may be ___________________
significant to the organisation. ___________________
___________________
Communication with Workers’ Families
___________________
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It is an agreed principle that off the job influences affect workers’
on-the-job performance. The employees’ family is one of the major ___________________
influences off-the-job. So, communication with the workers’ ___________________
families plays an important role in influencing the performance of
___________________
workers on the job. Good employers, therefore, communicate with
their families regarding the job, and the organisation through ___________________
sending bulletins, newsletters, and personal performance letters at ___________________

their homes in order to integrate the families with the
communication system. It is of great advantage that their family
members come to know about the job of their bread winners. A
frequent practice is so mail important communications to
employees’ homes so that family members can read the
information, if interested. Employers generally mail the in house
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magazines to employees’ homes.
Cultural meets and celebration of festivals on company premises
are a popular way to tell and show the families about the work
environment of their bread winner. Apart from this, picnics or
outings are arranged to introduce families to their supervisors and
fellow workers.
Role of Union in Communication

A labour union representing a worker group has direct interest in
collecting information concerning the group. Though a union
should play an active role in collecting information and
disseminate that information to the members of the union, its
degree of participation in the communication programme is not
free from debate because, in some cases, leadership is lacking
(c
among the executives of the union.
Advantages
The chief advantages of union participation in the communication
programme are:
82
1. It is an established channel of communication upon which a
Notes
S
majority of workers depend for information
___________________
2. Employees’ acceptance of information is implied if the union
___________________
supports the information.
___________________
3. If the union is not taken into confidence, it may interpret the
___________________ situation to the member-workers in its own way. So, it is in the
___________________ interest of the employer and the organisation to have an open
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channel of communication with the union.
___________________
___________________ Disadvantages
___________________
The union’s role in communication claims following disadvantages:
___________________
1. If management entrusts some of its communication functions
___________________ to the union, it will lose control over the communication
system, but it is still responsible for the outcome. Therefore, at
times it may not be advisable.
2. If the management permits most of its communication
functions to be handled by the union, the management loses
the touch and is not able to perform communications function
efficiently when it is needed.
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3. Unions experience many problems with their own
communication system which at times become out of control.
So, it is unwise to think that they will give first priority to the
cross communication of the organisation.
4. Unions may also misuse information for their own benefit.
Considering the advantages and disadvantages, it is advisable that
the union should not be entrusted with the communication
programme; however, its representation in the communication
programme and policy-making will serve the purpose better. It
may, however, depend on the relations with, and cooperation of,
the union which is based on mutual understanding. It may be
helpful in some cases while it may prove hazardous in others. In
any case, the management should be certain that any information
(c
released to the worker’s union should also be given, either in

advance or concurrently, to the members of the management
group. This will place the supervisor in an advantageous position
while dealing with workers and the union.

Notes
Fill in the blanks:
S
___________________
1. Communication with the workers’ families plays an
important role in influencing the ……………………. of ___________________
workers on the job. ___________________
2. Specialists enjoy greater ………………. than the ___________________

operating workers because their nature of work.
___________________
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___________________
Summary
___________________
Communication within the management is generally overlooked or
___________________
ignored but it is equally important. A better communication within
the management will impress the managers or executives as well ___________________
as the workers. Both, unitedly, can add to better productivity, and ___________________
profitability of the organisation. Communication within the
management group is called management communication.
Downward communication in an organisation flows from the top
management to the operating employees through the chain of
command. Upward communication means flow of communication
from operative employees upward to the top executives along the
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chain of command.
Communication with the workers’ families plays an important role
in influencing the performance of workers on the job.
Lesson End Activity

Visit an organization of your choice and observe the
communication pattern at management level and prepare a report
on the same.
Keywords
Management Communication: Communication within the
management group is called management communication or intra-
(c
management communication.
Downward communication: Downward communication in an
organisation flows from the top management to the operating
employees through the chain of command.
84
Upward communication: Upward communication means flow of
Notes
S
communication from operative employees upward to the top
___________________
executives along the chain of command.
___________________
___________________ Questions for Discussion

___________________ 1. What is management communication? Why should
___________________ management communication be emphasised? How can it be
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___________________
improved?
___________________ 2. What do you mean by specialised groups? What roles they play
in communication?
___________________
3. Discuss the role of staff specialists in communication.
___________________
___________________
4. Why is communication with employees’ families and
employees’ union important in an organisation?
5. Discuss the role of unions in communication.
Further Readings
Books
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Books.
Publishing House.
Web Readings
(c
http://en.wikipedia.org/wiki/Corporate_communication
http://books.google.co.in/books?id=vgyKLyEn22AC&printsec=front
cover&dq=management+communication+pdf&hl=en&sa=X&ei=Fu
gZUd6TEs_MmAWVr4GgDw&ved=0CC0Q6AEwAA#v=onepage&q
&f=false
UNIT 8: Listening Skills
Unit 8
85
Notes
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Activity
Listening Skills
___________________
Write a term paper on the
importance of listening.
___________________
___________________
Objectives
___________________
topics: ___________________
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Importance of Listening ___________________
Listening as Behaviour ___________________

Payoffs for Effective Listening ___________________
Misconceptions and Barriers that impair Listening ___________________
How to be a Good Listener?
___________________
Introduction
A part of the reason why we do not listen to people at a high level
of effectiveness is that we take listening for granted. Most people
assume that they already understand what listening is all about,
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and therefore, there is no need to learn anything more. We also
assume it is easy to be a good listener. In fact, many of us probably
assume that we already have effective listening skills. Both of
these assumptions are unwarranted. We cannot assume that our
listening skills are already at a maximum, we certainly cannot
assume that effective listening is simple or easy.
If research studies are anything to go by, the average listening
efficiency rate in the business world is only 25 percent.
Immediately after a ten-minute presentation, a normal listener
can recall only 50 percent of the information conveyed.
After 24 hours the recall level is only 25 percent. Does this bode
well for organizations? No. Why? Let us see why listening is so
very important in a modern organization.
(c
Importance of Listening
One primary reason why listening is so important is the amount of
time people spend doing just that – listening. Listening is the most
frequent, perhaps the most important type of on-the-job
communication. Studies indicate that adults spend about 29.5
86 percent of their waking hours listening. Recent studies that focus

Notes on the workplace show that, on an average, personnel at all levels
S
Activity
___________________
Write a report on listening as
spend about 32.7 percent of their time listening while speaking
behaviour. takes up 25.8 percent of their time and writing 22.6 percent. Top
___________________
executives spend even more time listening than other employees.
___________________
Listening on the job is not only frequent, it is very important as
___________________
well. In fact, most managers agree that ‘active listening’ is the
___________________ most crucial skill for becoming a successful manager. Stephen
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___________________ Covey identifies listening as one of the ‘seven habits of highly
effective people’. Listening can improve work quality and boost
___________________
productivity. Poor listening skills lead to innumerable mistakes
___________________
because of which letters have to be re-typed, meetings rescheduled,
___________________ shipments re-routed. All this affects productivity and profits. Apart
___________________ from the obvious benefits, good listening helps employees to update
and revise their collection of facts, skills and attitudes. Good
listening also helps them to improve their speaking abilities.
Despite all these benefits, good listening skills are quite rare in the
business world today. As pointed out earlier, a number of studies
have revealed that people listen poorly despite the advantages of
doing just the opposite.
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However, there is hope. Listening is a skill that is a result of
learning - it is not “inborn.” We learn to attend to, analyze, and
comprehend messages directed towards us, just as we learn other
skills. What this means is that anyone can become an effective
listener. Further, if the foundations of listening skills are
understood, anyone can improve their ability to sort out more fully
the meanings of what people are saying to them.
Check Your Progress

True or False:
1. Most people assume that they already understand what
listening is all about, and therefore, there is no need to
learn anything more.
(c
2. Listening can improve work quality and boost

productivity.
Listening as Behaviour
Listening can be viewed as a form of behaviour that is a part of the
communication process – an active effort of attention and
perception on the part of the person towards whom the message 87

has been directed. In other words, it is part of the transaction that Notes
S
takes place between people as they communicate. ___________________
More formally, listening is an active form of behaviour in which ___________________
individuals attempt to maximize their attention to, and
___________________
comprehension of, what is being communicated to them through
use of words, actions, and things by one or more people in their ___________________
immediate environment. ___________________
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Most people think of listening mainly in terms of using the ears, ___________________
attending closely to verbal messages. Listening also refers to ___________________
monitoring the non-verbal and contextual aspects of messages.
___________________
Thus, in the simultaneous transactions view of communication,
listening includes attending to and interpreting all of the ways in ___________________
which people use words, actions, and things intended to arouse ___________________
meanings in their receivers. Thus, it is more than just hearing
spoken words.
Note also that included in the definition is the concept of
“immediate environment.” This refers to the meaning that is
included in the source’s message due to the context in which the
transmission takes place. Effective listening requires attention to
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those aspects of a message as well, because they can be both
complex and diverse as influences on interpretation. For example,
what we interpret can be very different as we listen to people in
familiar and unfamiliar places, to people we know very well versus
people we have just met, in-group situations versus one-on-one.
Another kind of context is provided by different media that may be
part of the communication process – telephone, radio, TV and so
on. Each of this set of conditions constitutes a different context, a
different “environment,” that has its own influence on the listening
experience.
What something “means” to us is based on the accumulation of
both direct and indirect experiences we have had during our
lifetime. This provides for a set of personal internal meaning
(c
responses for each of the huge number of symbols, gestures, rules,

and so on that make up our language and non-verbal signs. Only
when the sender’s and receiver’s bases of experience are
sufficiently similar can meanings of the parties involved be
parallel, permitting individuals to share the same interpretations.
Comprehension, therefore, depends immediately and directly on
88 the existence of parallel meaning experiences, which can

Notes accurately be produced only by effective listening.
S
___________________
The preceding discussion implies that effective listening is no
___________________ accident – that is not an “automatic’ form of behaviour. While it is
___________________ true that some aspects of listening are habitual or reflexive, others
are certainly not. Therefore, we cannot simply stand around
___________________
talking to people and expect that high quality listening is just
___________________ going to “happen.” To provide the accurate communication, both
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___________________ parties in the transaction need to be actively and consciously
involved in attending to and comprehending what is being
___________________
transmitted by the other by all of the means we have discussed.
___________________
To be done well, listening is something that we must deliberately
___________________
and consciously manage. In other words, successfully attending to
___________________ and comprehending what is communicated to us will be achieved
only if it is deliberately set as a key objective - an objective we can
achieve if we work hard and systematically. Furthermore, it is not
a part-time pursuit. We must set this objective whenever we
communicate with other people.
At the same time, it is possible to listen too intently. It would be
impulsive, unreasonable, and even impossible to give our total
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attention to what is being communicated to us at all times, in all
situations, and via all media. That would be a tidal wave of
information with which no normal person could cope. Furthermore
much of it would be either a ghastly bore or a total waste of time.
We can all think of any number of circumstances where we
wouldn’t want to involve ourselves intensely in the task of
attending to and comprehending whatever information was sent
our way. Stated more simply, an important prerequisite to effective
listening is the acquisition of skills in discriminating between what
we should pay attention to and what we can safely ignore. The
importance of being able to listen selectively but well is closely
linked to the essential objectives or goals of the process.
Check Your Progress

(c
Fill in the blanks:

1. Listening is an ……….. form of behaviour in which
individuals attempt to maximize their attention to, and
comprehension of, what is being communicated to
them.
Contd…
89
2. ………………… is something that we must deliberately
Notes
S
and consciously manage. Activity
___________________
Write an article on payoffs for
effective listening.
Payoffs for Effective Listening ___________________
___________________
Listening serves at least three primary purposes in our lives. One
reason we listen is to acquire information. Another is for the ___________________
purpose of evaluating and screening information as it is being ___________________
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presented to us. Finally, we often listen just for recreation.
___________________
Acquiring needed information: Obviously, some information is
___________________
important and central to our well being, whereas other kinds may
___________________
be trivial. Most information that we seek fits somewhere between
these extremes. Much of it has some importance to us. We must be ___________________
able to sort through and evaluate quickly both the relevance and ___________________
the accuracy of the information we receive when interacting with
others. As indicated earlier, we must be able to discriminate
efficiently among the flood of information we receive, and select for
more intense listening that which is both trustworthy and
important to us.
In order to select information effectively, we need a set of criteria
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according to which appropriate judgments can be made. These will
permit us to evaluate the source of incoming information and the
characteristics of what is being said against whatever we have
selected as standards for judgment. Such criteria are quite
personal, but they are based on common sense and past experience
and are not difficult to formulate. Such criteria would normally
include ways of deciding whether a source is credible, whether
what the person is saying is believable, and whether the message
is important to us in any way.
Such criteria for selective listening provide grounds for judging the
degree to which what is being heard is accurate or inaccurate,
reliable or unreliable, and even honest or dishonest. At a low level
of importance are all those daily messages that make up minor
news and gossip about people, situations, conditions, or events of
(c
only limited significance to us. The key here is not to attend with
bug-eyed intensity to all such information, but to develop the
ability to monitor the ongoing information flow to which we are
exposed. In that way, we can sort out that which has true
significance in our lives.
90
Evaluating and screening messages: The second reason people
Notes
S
listen is to evaluate information. This purpose is inseparably
___________________
linked to that of information seeking. We seldom just listen
___________________ aimlessly or randomly, with the same level of attention to
___________________ whatever is coming our way. Rather, we are usually on the lookout
for specific forms of information that are important to us, at least
___________________
to some degree.
___________________
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Effective listening for acquiring and evaluating information, then,
___________________ does not occur in a passive manner. It takes place as we actively
___________________ receive, interpret, and evaluate both the source and the message
___________________
against those criteria that we believe to be adequate guides for
accepting or rejecting what is said.
___________________
Listening as recreation: Of the three main reasons people listen,
___________________
recreation is the easiest to discuss. A great deal of our listening
comes under the heading of amusement, fun, or diversion. We
engage in this form of listening when we socialize with relatives or
friends, attend concerts, turn on our stereo, or view television. In
fact, we listen recreationally in most interpersonal situations that
are not defined specifically by our need to acquire accurate
information. Recreational listening allows us to interact with
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people we like for the sole purpose of enjoying each other’s
company.
At the same time, all recreational listening may not be fun and
games (so to speak). It all depends on how we define what we are
doing. The way we classify a particular listening experience can
have a significant influence on what we perceive and how we
interpret the incoming information. It may be perfectly harmless
just to enjoy much of the listening that we do. However, when we
define certain types of listening as “simply recreation”, it changes
our conception of the importance and quality of the information we
are receiving.
In fact, classifying certain kinds of listening as recreational can be
damaging. That is, when we use the term recreation we normally
(c
think of synonyms like amusement, diversion, entertainment,

leisure, and relaxation. If we are listening in this mode, it is
unlikely that we will be alert to certain kinds of information that
might have real importance to us. For example, if a professor
regularly provides a lot of entertaining jokes and interesting
illustrations during his or her lecture, the important points of the
presentation probably will be lost on students who have defined it
as recreation. They will be able to remember the jokes and the 91

amusing examples, but not the essential principles and concepts Notes
S
that were being illustrated. In fact, a great deal of poor listening ___________________
that goes on in the world results from the tendency to think of the
___________________
process as recreational. Consequently, students flunk tests and
can’t figure out why. After all, they came to every class and ___________________
“listened carefully.” ___________________
Listening as a requirement for social efficacy: The term, ___________________
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social efficacy, means being competent as a social person - being ___________________
able to form, manage, and maintain all kinds of social
___________________
relationships in a positive manner. Success or failure in the vast
majority of such human encounters will depend on how well we are ___________________
able to listen to what people are communicating by verbal, ___________________
nonverbal, and contextual means.
___________________
Listening to listen skilfully, then, is no trivial matter. It can spell
the difference between a successful experience, in the workplace,
with promotions and rewards for effective performance, and
stagnation in a dead-end job. Good listening skills are practical
tools for developing smooth and comfortable social relationships on
which professional success depends. In fact, an important aspect of
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any form of work is just “getting along with the people you work
around.”
Outside the workplace, effective listening contributes to
successfully meeting people, enjoying the company of friends,
maintaining family ties, initiating and maintaining a love
relationship, and many other similar experiences. All of these
activities depend largely on our ability to hear what people are
telling us, to sort out the true meanings of their messages, and to
respond in ways that meet their needs.
Check Your Progress

True or False:
1. Listening serves at least three primary purposes in our
(c
lives.
2. Outside the workplace, effective listening contributes to
successfully meeting people, enjoying the company of
friends, maintaining family ties, initiating and
maintaining a love relationship, and many other
similar experiences.
92
Misconceptions and Barriers that impair Listening
Notes
S
Activity
A number of factors can reduce our listening effectiveness, and
___________________
Prepare a presentation on
misconceptions that impair
subsequently, the fidelity of our communication. These include
___________________
listening. several inaccurate assumptions that many people make about the
___________________ process. They also include a variety of physical, cultural, and
___________________
psychological barriers that need to be understood and taken into
account.
___________________
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___________________ Inaccurate Assumptions about Listening
___________________ Ineffective listening may result from inaccurate assumptions.
There are at least four common misconceptions made by poor
___________________
listeners. These include the idea that listening is easy, that it is
___________________
just a matter of intelligence that it requires no planning, and that
___________________ improving reading skills will improve listening.
“Listening is easy”: In our discussion about recreational
listening, we indicated that thinking about listening as “fun” or
“relaxation” changes the way we attend to and understand what is
being communicated. A common misconception related to this idea
is that “all listening is easy.” Certainly, some of the listening we do
is easy but most of it definitely is not as we have emphasized
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effective listening is a complex activity that requires effort.
Moreover, good listeners are not “born”; they are made – through
hard work. Approaching listening with the assumption that it is
effortless, amusement, play, or in other way just “easy” is certain
to lead to difficulties in interactions with others.
“It’s just a matter of Intelligence”: A second common
misconception about listening is that all smart people listen well.
The conclusion that seems to follow from such an assumption is
that “I am smart; therefore I am already a good listener.”
Unfortunately, this is a non sequitur (not a logical conclusion).
Smart people, dumb people, or those in between can be either good
or bad listeners.
“Listening requires no planning”: A popular belief is that
(c
because we engage in a great deal of listening every day, we need

not plan in order to do it more effectively. That is, the large
amount of listening we do routinely automatically makes us good
listeners. This is a totally inaccurate assumption. It is true that all
of us engage in a multitude of communication interactions every
day, and that whenever we assume the role of a receiver in an
interaction we do something that resembles listening.
Unfortunately, most of us neither practice good listening skills nor 93

have the ability to assess the effectiveness of our own listening Notes
S
behaviour. ___________________
What do we actually learn, then, from most of the listening we ___________________
routinely do on a day-to-day basis? We learn almost nothing.
___________________
Effective listening follows from having planned carefully, not just
from sheer frequency of doing it. ___________________
___________________
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“Read better/Listen better”: A rather curious but misguided
assumption is that by improving our reading ability, we will also ___________________
improve our ability to listen. This idea is founded on the belief that ___________________
there is a transfer to what is acquired in learning one skill to
___________________
another, even though what is learned is different. This is an
interesting idea, but no educational research has shown that this ___________________
transfer actually occurs. There are certain skills that can ___________________
generalize across a variety of activities, such as being able to run
fast, which probably would help in making a touchdown at a
football game. But listening and reading are not based on enough
common skills to allow for the same kind of transfer.
Barriers to Listening
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Physiological Barriers
Hearing impairment: Sometimes poor listening can be traced to
hearing deficiencies. However, once these deficiencies are detected,
they can usually be treated.
Speaking-Thinking rate: According to an estimate, we speak at
an average of 125 to 150 words a minute. Our mind, however, can
process nearly 500 words per minute. This gives listeners a good
deal of spare time, which is often used for mental excursions
ranging from daydreaming to thinking about the speaker’s
hairstyle. Spending this time for analysing the message would
make for better listening.
Physical conditions: Although this may be obvious, it is
(c
surprising how often sheer physical noise can interfere with

effective listening. Not so obvious is the fact that many people tend
to ignore such obstacles and assume that they make no impact on
their communication. Nothing could be further from the truth.
Noise interference can come from any number of causes external to
listeners, and often these are beyond their control. They include
sounds caused by printers, typewriters, lawn mowers, dishes,
94 aircraft, or any other source such as uncomfortable seating

Notes arrangements that physically interferes with our ability to hear.
S
___________________ Other type of external barriers is loud voices in the background
that either distract us or limit our ability to receive messages. If a
___________________
speaker cannot be asked to move to a quieter location, listening
___________________
effort and concentration must be especially high.
___________________
Personal problems: The most obvious personal conditions that
___________________ can pose barriers to good listening are those that affect us
PE
___________________ physically. Sickness, exhaustion, and discomfort caused by illness,
all influence our ability to listen effectively. Overindulgence in
___________________
alcohol, or even food, can leave an individual with a reduced
___________________
listening capacity. Another set of conditions that can reduce
___________________ personal well being includes things we have on our mind that
___________________ distract us – financial problems, a sick child, a stressful
relationship with a loved one, a preoccupation with a future event.
We can also be so overextended at work or study that we are
unable to concentrate effectively on other matters.
Cultural differences: Many of the problems of ineffective
listening are brought about by cultural differences between the
communicating parties. Women in the workplace often find that
)U
men “just don’t get it” when they repeatedly tell them that sexual
advances are inappropriate in that setting. This is a classic case of
a cultural barrier to effective listening. We say that in part this
communication failure is brought about because of major
differences in the cultural worlds of traditional males versus
contemporary working women. Many men do not feel they have to
listen because they already “know” how women feel and what they
want, namely the very attentions women find objectionable.
Differences in cultural beliefs of this kind occur widely. Individuals
from low-income background can have difficulty in listening to the
affluent, management may not listen carefully to the complaints of
labour; those from dominant groups in society do not always hear
what minority people are saying. In all of these situations, pre-
existing systems of beliefs are shared within a particular group.
(c
Those beliefs define various features of reality and make it difficult

to hear what is being said by persons who have different
interpretations of those same features.
Prejudices: A fourth set of barriers to effective listening, personal
prejudices, come from certain cultural differences found among
various kinds of people in society. Thus individuals may share with
others like they negative attitudes based on unrealistic beliefs 95

regarding a particular category of people (e.g. stereotypes). The Notes
S
personal behaviour resulting from such shared beliefs is a ___________________
tendency to “prejudice” any member of the negatively defined
___________________
category, regardless of that person’s individual merits.
___________________
Such prejudices can pose significant barriers to effective listening.
They prevent us from perceiving and understanding the actual ___________________
characteristics, abilities, or intentions of an individual simply ___________________
PE
because he or she is a member of the negatively defined category. ___________________
Thus, it doesn’t matter what that individual is actually saying, the
___________________
message is perceived within the framework of the stereotypes and
other negative beliefs that are the basis of the shared prejudice. ___________________
Prejudices can truly mislead us because, like the traditional males ___________________
in our discussion of sexual harassment, we may not even know we ___________________

hold a particular bias. Thus, such an unwitting predisposition can
influence how we listen, or fail to listen, without our actually
realizing it. We are not referring here just to well-documented
prejudices, such as those focusing on race or ethnicity. They are
obviously important. Beyond those, we may have a difficult time
listening objectively to someone of virtually any kind of category if
)U
we are convinced that such people usually lack judgment or cannot
perform effectively in some areas. For example, we may “tune out”
individuals who do not have a college education, who have limited
income, who are older, or younger, assuming that they could not
possibly appreciate the concerns and viewpoints of someone like
ourselves. Particularly subtle are prejudices concerning physical
attractiveness. Many people tend to overrate the competence and
capacities of males or females who are unusually handsome or
beautiful, while seriously underestimating the abilities of those
who are unattractive or disabled.
Generally, then, prejudice against categories of people is an
especially difficult problem in listening. In all acts of perception we
use labelled categories as “concepts” to “make sense” out of the
world around us. We have to do that to achieve efficiency in coping
(c
with aspects of reality we encounter repetitively. However, if we

have prejudices toward a labelled category of people, listening to
what one of them is actually saying is influenced by the schemata
of beliefs we have constructed for that entire category. Like the
mirrors in amusement parks that distort images, such prejudicial
schemata cause misleading interpretations that contort the
96 meanings we construct as we process their messages. That is, our

Notes beliefs about the entire category in which that person can be
S
___________________ classified become part of her or his incoming message. In this way,
we construct meanings and interpretations that were never
___________________
intended by the source of the message, and the index of fidelity is
___________________
reduced as accuracy is eroded.
___________________
Connotative meanings: A final category of barriers to effective
___________________ listening is represented by the connotative meanings we read into
PE
___________________ messages. Connotative meanings are those personal, subjective
and unshared interpretations we have for verbal and nonverbal
___________________
symbols and signs. Obviously, these are not part of the meanings
___________________
intended by the source, and when we build them into our
___________________ interpretations of an incoming message, listening is impaired and
___________________ accuracy in the communication is reduced.
The influence of connotative meanings on accuracy is a vexing one.
It stems from the fact that both senders and receivers have
connotative meanings associated with the symbols used in a
message. The former unwittingly use them in encoding messages;
the latter in decoding and interpretation. It is a vexing problem
because it is hard to detect. We have all come away from
)U
encounters feeling that we completely understood and totally
agreed with someone. Later we discover that the other person
recalls a completely different version of what took place and what
we thought the agreements were. Often, we conclude that the
person either has a faulty memory or is deliberately
misinterpreting what was said. What we may be experiencing in
this situation is an erosion of accuracy in communication due to
the very different connotative meanings in the encoding/decoding
processed of sender and receiver.
What can be done about this influence on listening? Usually,
neither party realizes they are failing to separate connotative and
denotative meanings. However, as listeners, we can be aware of
the problems. If we find ourselves in that stressful situation of
recalling a communication differently than the other person, we
(c
can then search for sources of connotative confusion brought into

the transaction by each individual.
Poor Listening Habits: Listening like much of human behaviour,
tends to follow consistent patterns. Most of us develop certain bad
listening habits that eventually create a pattern. Four of the most
common bad habits are:
97
1. Faking attention: Many of us fake attention so as not to
Notes
S
appear discourteous. However, this can become habitual, and Activity
turn out to be a barrier to effective listening. ___________________
Prepare a lecture on “How to
be a good listener?”.
2. Listening only for facts: In looking only for the facts, we ___________________
often forget to locate the main idea. ___________________
3. Message overload: When you are forced to listen to a quick ___________________

succession of messages, then after a point your receptivity ___________________
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dulls. You find it gets impossible to listen attentively. Coping
___________________
with a deluge of information is like juggling - you can keep
only a few things going at a time. ___________________
4. Egocentrism: Many people are poor listeners because they ___________________
are overly concerned with themselves. Three personal concerns ___________________

dominate their listening behaviour. These can be summed up ___________________
in three sentences:
1. I must defend my position.
2. I already know what you have to say.
3. How am I coming through?
These concerns set up effective barriers that destroy the critical
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link between speaker and listener.
Check Your Progress

True or False:
1. Many people are good listeners because they are overly
concerned with themselves.
2. Individuals from low-income background can have
difficulty in listening to the affluent; management may
not listen carefully to the complaints of labour.
How to be a Good Listener?

Regardless of whether the situation calls for appreciative, active
(c
listening, listening skills can be improved with critical

discrimination or conscious effort.
98
Be Motivated to Listen
Notes
When you resolve that you will listen, an improvement in your
S
___________________ listening skills will become immediately noticeable. Researchers
___________________ have concluded that the more motivated a listener is the more
active and alert he becomes as a receiver. Though motivation alone
___________________
cannot solve all problems in listening, it is the first pre-requisite to
___________________
becoming a good listener.
___________________
PE
Be Prepared to Listen
___________________
Sometimes you need to make some preparation beforehand in
___________________
order to listen effectively to a particular piece of communication. It
___________________ is helpful to gather as much relevant information as you can about
___________________ the subject, the speaker, and the situation. This will help you to
___________________
better understand and appraise what the speaker is saying.
Preparations could also include attempts to minimize physical
barriers between yourself and the speaker and to eliminate all
distractions in the environment.
Be Objective
From your own experiences, you would have noticed that you are
more receptive to a message when you approach it with an open
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mind.
To be objective, one must avoid jumping to conclusions. Keep your
critical faculties on the alert but do not make a judgment until all
points are fully developed. If you make a judgment too fast, there
is always the danger that you may fail to register things the
speaker says that may not exactly tie in with your judgment.
Objective listening entails a conscious effort to keep our emotions
and prejudices at bay.
Be Alert to All Cues

Look for the speaker’s main ideas. The speaker’s voice quality,
inflection, emphasis and body movement can all offer vital clues to
what the speaker feels is most important. Besides, these cues also
(c
give you insights into the emotional content of the speaker’s

message, which must be taken into consideration if the message is
to be fully understood.
Make Good Use of the Thinking-Speaking Time Difference

As mentioned earlier, we normally think much faster than we
speak. If you are a listener you can use this gap to your advantage
by mentally summarizing and reviewing what the speaker has 99

said. Focus on what the speaker is saying, rather that on what Notes
S
would be appropriate response to the message. ___________________
Use Feedback ___________________
Using feedback is one way we can get more from our ___________________
communication encounters. Sometimes this feedback may be as ___________________

simple as telling the speaker that you don’t understand. This lets
___________________
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you hear the message again. While using feedback, make sure the
___________________
speaker receives the message, that there’s no ambiguity about your
feedback and that your feedback is related to what is going on. ___________________
___________________
Practice Listening
___________________
Proficiency in listening, like in any other skill, is the result of
conscious effort. Many of the barriers to effective listening can be ___________________
successfully overcome through practice. Force yourself to listen to

speeches and lectures that seem to hold no obvious interest value.
Doing this will help you overcome the temptation to “switch off”
when the messages seem dull or difficult.
Use Verbal and Non-verbal Cues to Encourage the Speaker

)U
The listener can use a number of verbal and nonverbal cues to aid
the speaker in communicating. Establishing eye contact with the
speaker can go a long way in reassuring him or her. Looking out of
window while somebody is speaking does little for the morale of the
speaker. Sometimes nodding the head slightly or casual remarks
like ‘I see’ can tell the speaker that you’re actively involved in the
communication process. Even an act as simple as smiling can offer
warmth and support to the speaker and help him to get over his
nervousness.
Summary
Effective listening is one of the most important of all
communication skills. Fortunately, it is one that we acquire as a
(c
result of learning. This means it can be analysed, understood and

improved. Listening can be defined as a process in which
individuals make the necessary effort to maximize their attention
to, and comprehension of, what is being communicated to them by
one or more people in their immediate environment. People listen
to acquire information they need, to evaluate incoming messages,
and for recreation.
100
Listening to listen well is an important part of getting along with
Notes
S
others, influencing people, and getting them to think of us in
___________________
positive terms, and this skill helps us to understand the
___________________ requirements of a wide variety of social situations. Listening
___________________ effectiveness is reduced to the extent that people assume listening
is easy; that it is just a matter of intelligence and that it requires
___________________
no planning.
___________________
PE
Barriers to effective listening arise from five major sources:
___________________ physical conditions, personal problems that are distracting,
___________________ cultural differenced that exist between sender and receiver,
___________________
personal prejudices that lead to distorted perceptions of senders,
and connotative meanings that make it difficult to reconstruct
___________________
what another person is trying to say.
___________________
A systematic plan to improve listening skills includes
understanding your own current skills, preparing to listen,
controlling levels of concentration, showing alertness and interest,
searching for full meaning of a message, maintains a high level of
effort, and suspending judgments that can be influenced by biases
and prejudices .attributes for Communication, which act as
gateways.
)U
Lesson End Activity
Listen to a recorded tape of conversation between two people or a
talk by somebody. At the end, ask questions from each other
regarding the conversation or the talk. Observe how much you are
able to reproduce after listening. Try to analyse the times during
which you were not listening carefully and the reasons for it.
Keywords
Criteria (in listening): Standards by which we decide whether
source or sender is credible, whether what the person is saying is
believable, and whether the message is important to us in any way.
(c
Listening: An active form of behaviour in which individuals

attempt to maximize their attention to, and comprehension of,
what is being communicated to them through the use of words,
actions, and things by one or more people in their immediate
environment.
101
Prejudice; A configuration of emotionally held beliefs that result
Notes
S
in a person making judgments about another individual before he
or she even begins to communicate or interact. ___________________
Receiver eccentricities: Personal attributes and individual ___________________
differences that help or hinder our capacity to receive and interpret ___________________
messages accurately.
___________________
Social Efficacy: Being competent as a social person – that is, ___________________
PE
being able to form, manage, and maintain all kinds of social
___________________
relationships in an effective manner.
___________________
___________________
1. Why do employers rate listening as one of the top skills they
expect employees to have? ___________________
2. Distinguish between good listeners and bad listeners.

3. Discuss the gains from effective listening.
4. What are the misconceptions and barriers that impair
listening?
)U
Further Readings
Books
Books.
Publishing House.
(c

102
Web Readings
Notes
http://books.google.co.in/books?id=N_zLAzbtNNsC&printsec=frontc
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___________________ over&dq=listening+skills&hl=en&sa=X&ei=KOkZUdqTH8fzmAW
___________________ 4-4DwDA&ved=0CDsQ6AEwAQ
___________________ http://books.google.co.in/books?id=cwbIiSpH8aQC&printsec=frontc
___________________ over&dq=listening+skills&hl=en&sa=X&ei=KOkZUdqTH8fzmAW
4-4DwDA&ved=0CEEQ6AEwAg
___________________
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___________________
___________________
___________________
___________________
___________________
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(c
UNIT 9: Reading Skills
Unit 9
103
Notes
S
Activity
Reading Skills How___________________

does mental capability
affects reading efficiency:
___________________
Prepare a presentation on the
same.
___________________
Objectives
___________________
topics: ___________________
PE
Factors Affecting Reading Efficiency ___________________
Techniques for Improving Reading Efficiency ___________________

Techniques for Improving Retention ___________________
Guidelines for Effective Reading ___________________
___________________
Introduction
The four skills of communication are reading, writing, speaking
and listening. Though each skill has its own importance, efficiency
in one is dependent upon and also affects the efficiency in the
other.
)U
We begin our day by picking up the newspaper and reading the
headlines. During the day, we read our emails, letters, other books
and magazines, while going on the road, we read banners and
advertisements on the boards and before going to bed, we read our
prayers. Knowingly or unknowingly, we spend a lot of time on
reading, per se.
Executives working in business and industrial organizations
depend daily on the information contained in the office manuals,
newspapers, magazines, books, journals, letters, business reports,
legislations and office orders. The success of any organization
depends upon its executives’ ability to read and understand the
material quickly and adequately. There is no denying the fact that
all executives have to read efficiently so that they may understand
and retain the studied material for a longer period. At the same
(c
time, they can improve further by sharpening the skills of efficient

and purposeful reading.
Factors Affecting Reading Efficiency

There are various factors which affect reading speed;
Comprehension ability and overall reading efficiency of a person
104 vary from person to person. Though the list of these factors may be
Notes very exhaustive, some of the factors are listed below:
S
Activity
___________________
Prepare a lecture on the z Educational background: Preview is the act of taking a
techniques of improving
___________________
reading efficiency. prior view of the work and review means to take a look after
___________________ the work is over.
___________________ z Physical capability: Sometimes, some physical defect in

some persons may hinder their efficiency to read and
___________________
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comprehend.
___________________
z Mental capability: People have different mental capabilities.
___________________
While some are born intellectuals, others acquire intelligence
___________________ through their efforts. A higher mental capability will definitely
___________________ lead to a better reading efficiency and retention.
___________________ z Interest: If the reader finds reading material interesting, he

will definitely read it faster, understand it and retain it for a
longer time. On the other hand, if the reading material is
boring or not of interest to the reader, his efficiency will be
hindered accordingly.
z Practice: Reading speed is a bye product of practice and time
spent on reading. Avid readers enhance their reading skills by
)U
stepping up their reading. It is rightly said, “Practice makes
a man perfect.
Check Your Progress

True or False:
1. Preview is the act of taking a prior view of the work
and review means to take a look after the work is over.
2. A higher mental capability will definitely lead to a
better reading efficiency and retention.
Techniques for Improving Reading Efficiency

Reading efficiency depends upon the reading speed and
(c
comprehension level of the individual. In order to increase the

reading efficiency, both speed and comprehension need to be
improved. Reading is the receiving act and executives spend more
than 20% of their time on reading. When we improve our reading
speed, our comprehension does not suffer. Tests show that we
retain about 70% of the material which we read at the speed of
200 words a minute. A few techniques for increasing speed, 105

comprehension and reading efficiency are briefly narrated below: Notes
S
1. Active reading: Reading should be done as an active process, ___________________
by involving the mind along with the body. If a person reads ___________________
passively, his comprehension will be the lowest. This passive
___________________
effort to read the material will waste the time and energy of
the reader, who has to read for a longer time to comprehend ___________________
the material. ___________________
PE
2. Selection of appropriate reading type: Whether a material ___________________
needs to be read carefully, normally, skimmed or scanned – ___________________
this decision should be made before reading the material. If
___________________
one has to read an office order carefully, the person will have
to first scan the material, unless he wants the effort wasted. ___________________
Similarly, if a reader reads carefully a 200–page journal when ___________________

skimming would have served the purpose very well; he has
ended up losing time in the process.
3. Setting realistic time schedules: Time is a valuable
resource and for reading, time schedules have to be decided
well in advance. If a reader sets a conservative time schedule
for reading material, he will not be able to achieve his target.
)U
On the other hand, if the reader keeps more than the required
time, there will be wastage of time, as the reader does not
require the allotted time schedule.
4. Concentration on content and speed: If a reader
concentrates fully on contents and speed, his reading efficiency
will improve. For concentration, the mind has to ignore all
other things and surroundings. Physical environment like
seating place, fans, light etc., should be conducive for better
concentration.
5. Keep eyes moving: Reading is a visual and mental process.
A few observations about movement of eyes are as follows:
Eyes make a point fixation which encompasses a number
of words for the duration of about one fourth of a second.
(c
From left to right reading, the fixation is a focus just to

the left of the symbols to be read.
After each fixation, the reader jumps forward to another
fixation.
106
The matter is transferred from the eyes to the brain
Notes
S
during jumps.
___________________
Reinforcing acts like regression can actually improve
___________________
reading performance. Regressions are movements in
___________________ which the eyes move rapidly back from one point to a
___________________ fixation to the left of it.
___________________ The wider the span of symbols in fixations, the shorter will
PE
be the duration of the fixation’s jump and return.
___________________
___________________ Unnecessary regressions and breaks are to be avoided in

eye movement. If a particular word or phrase is not clear,
___________________
subsequent material will be read for clarification. Even
___________________ then, if the material is not clear, the movement should be
___________________ broken and a dictionary will be referred to.
If one reads the material at a slower pace, the need for
extensive reading and regression will be eliminated.
Hence it is advisable to read slowly for greater reading
efficiency.
6. Quick and silent reading: It is not true that the best
comprehension will be at the lowest speed. Hence, quick
)U
reading will not reduce the comprehension and reading
efficiency. Silent reading will be faster than oral reading
speed. In case of oral reading, the throat, muscles, tongue and
lips work and movement of the reader consume more time.
When the matter is read silently, the reader forgets about
pronunciations, movements and the use of vocal sounds.
7. Preview and review of material: Preview is the act of
taking a prior view of the work and review means to take a
look after the work is over. Both preview and review help in
increasing reading efficiency. If one’s reading requires
comprehension and retention of relatively difficult material,
one should preview it through scanning or skimming before
initiating careful reading. This will facilitate the reader for
(c
better understanding and reading efficiency. In the same way,

review of careful reading material helps the reader to reinforce
learning and get back to key points which were hazy earlier.
8. Read in logical block or words: If a reader gets greater
opportunity to read the material which is divided in logical
phrases, he can read efficiently. In such materials, the reader
gets the advantage of seeing several words in one eye span of 107
fixation. If the reading material contains a series of unrelated Notes
S
Activity
words divided by commas, the reading efficiency will be lower. ___________________
For better reading efficiency, reading material is to be read in various techniques for
___________________
improving retention.
logical blocks of words.
___________________
9. Read just enough to capture thoughts: For reading
efficiency, the reader should practice skipping letters, syllables ___________________
and words. A concerted effort is to be made by the reader to ___________________
PE
read those passages where knowingly some letters, syllables ___________________
and words have been removed. This will improve his ability to
___________________
fill in the logical gaps.
___________________
10. Improvement of capability to understand symbols:
Reading includes seeing symbols, transferring them to the ___________________
brain and giving meaning to the received symbols. A few ___________________

important points in this regard are as follows:
The meaning of symbol may vary in different contexts.
For viewing symbols, previous related experiences may be
used for understanding the meaning.
Check Your Progress

)U
Fill in the blanks:
1. For better reading ……………….., reading material is to
be read in logical blocks of words.
2. Preview is the act of taking a prior view of the work
and ……………………..means to take a look after the
work is over.
Techniques for Improving Retention

Memory is the store house of our experiences and learning. It is
true that all the learning cannot be stored forever, though some
experiences and teachings remain forever in our memory. The
following steps will improve the practical ability to retain
(c
information:
1. Using memory aids: Acronyms and Abbreviations can be
used as effective devices for improving retention. For example,
four P’s of marketing refer to product, price, place and
promotion and SWOT in strategic management refers to
strengths, weaknesses, opportunities and threats. The seven
108 C’s of good business letter-writing are: Clarity, courtesy,

Notes completeness, correctness, concreteness and coherence.
S
___________________
2. Deciding priorities of retention: At the same time, it is
___________________ difficult to recall information from various layers of access.
___________________ Hence, the closer to the surface that information lies, the
earlier it is to recall the same. For this, the reader should
___________________
decide his priorities of retention. Instead of retaining
___________________ irrelevant information in his mind, he should store and
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___________________ concentrate only on priority areas.
___________________ 3. Thinking: If the reader wants to retain reading material, he

___________________
must think about it. If one applies the mind with regard to
significance of reading material, its relationship with one’s
___________________
knowledge, utility for future reference etc., will automatically
___________________ contribute to his retention. Linking the read material with
some personal experiences and persons, helps retain the same.
4. Reinforcing: Reinforcement means to concretize in the mind,
what has been read and learnt. This improves retention
ability. A few tips for reinforcement are as follows:
(a) Brief notes should be prepared and periodical reviews of
such notes should be done.
)U
(b) After reading, the speaker should speak to someone and
explain in his own words, what he has learnt.
(c) For improving the quality of repetitive input, the
materials read should be supplemented by audio –visuals,
lectures, discussions etc.
(d) The read information should be related with other
material and should not be considered as an end only.
5. Ensuring determination: It is rightly said, “Where there
is a will there is a way.” A final set of procedures for
retention involves the commitment to retain knowledge. While
reading, an individual may get a lot of information; but he will
keep only that piece of information, which he intends to retain.
(c
If an individual does not have the will to retain, retention is

possible.

Notes
True or False:
S
Activity
___________________
Make an interesting chart on
1. While reading, an individual may get a lot of
guidelines for effective
information but he will keep only that piece of ___________________
reading.
information, which he intends to retain. ___________________
2. Human mind does not have the capability to retain vast ___________________
amount of information.
___________________
PE
___________________
Guidelines for Effective Reading
___________________
Every executive spends a substantial portion of his time in
___________________
reading. For effective reading, the executives have to keep the
following guidelines in mind: ___________________
___________________
1. Define purpose: The objective of reading should be very
specific. The reader should be clear by defining the purpose for
which the matter is being read. At the same time, the
objectives for which the material is being prepared must also
be seen. Careful comprehension of an individual’s sense
purpose will enhance the quality of his reading.
)U
2. Clarity about environment: Every reader has to understand
clearly the environment in which he has to operate in. Careful
understanding of internal as well as external environment will
facilitate the reader to improve his efficiency.
3. Identify reading channel: The channel carries the message
and thus influences the communication interaction. Books,
letters, memoranda, reports, forms, newspapers and
magazines are different reading channels. The reader has to
identify the most effective reading channels, if he has the
alternatives. It is pertinent to note that reading channels
having permanent records of messages which need to be
referred to.
4. Control interference: For effective reading, the reader
should control all potential and actual interference of people
(c
and the environment. This includes the sources of noise,

disturbance, physical setting, etc. If a reader cannot control
these interferences, he cannot comprehend the material
effectively.
5. Getting the reading of words and non verbal symbols: All
messages are created by words and non verbal symbols.
110 Reading and comprehension skills can be enhanced by

Notes carefully assigning meanings to words and non–verbal
S
___________________ symbols.
___________________ 6. Evaluate critically: A reader should keep a critical eye on
___________________ the reading material. Without critical evaluation, the reader
cannot carry on reading effectively. After evaluation, the
___________________
reader shall be able to decide whether he needs to skim, scan
___________________ or carefully read the material.
PE
___________________
Check Your Progress
___________________
True or False:
___________________
1. A reader should keep a critical eye on the reading
___________________
material.
___________________
2. Careful understanding of external as well as internal
environment will facilitate the reader to improve his
efficiency.
Summary
Reading is one of the four communication skills; the other three
)U
being writing, speaking and listening. The components of reading
skills are reading speed, comprehension, efficiency and retention.
Reading speed is defined in terms of words read per minute.
Comprehension is the ability to understand anything after it is
read. It is important to have good ability to comprehend along with
quick reading. Reading efficiency is calculated by multiplying
reading speed with comprehension ability. Various factors like
educational background, interest, environment, physical and
mental capability, etc., affect the reading efficiency of a person.
Techniques for improving reading efficiency include active reading,
improving concentration, preview and review of the read material,
selection of style of reading, overcoming obstacles and
interferences, etc. Retention capability allows you to memorize and
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recall the read material. This can be improved by relating the

material being read with some experience or persons, by narrating
the read out things to others, continuous reinforcement and
determination.
For effective reading, one must define the purpose of reading, allot
time schedule, choose suitable style of reading and control
interference. Executives have to spend a lot of time on reading 111

various documents like, letters, applications, reports, budgets and Notes
S
e-mails. They should make a framework as per the priority of the ___________________
document and choose a proper style of reading, so as to minimize
___________________
wastage of time.
___________________
___________________
PE
Read different topic each day and after five days do a SWOT
analysis of your reading skills? ___________________
___________________
Keywords ___________________
Reinforcement: Reinforcement means to concretize in the mind, ___________________

what has been read and learnt. ___________________
Preview: Preview is the act of taking a prior view of the work and
review means to take a look after the work is over.
Retention: The fact of keeping something in one's memory.
Acronym: A word formed from the initial letters of other words.
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1. Explain briefly the concepts of reading rate, comprehension,
efficiency and retention.
2. What is reading efficiency? How will you improve reading
efficiency?
3. What is retention? How will you improve retention of reading
material?
4. Write a brief note on guidelines for effective reading.
5. Write short notes on the following:
(a) Executive reading
(b) Guidelines for effective reading
(c
Further Readings
Books
Books.
112
Notes
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Publishing House.
___________________
___________________
___________________
___________________ Process to Product, Dryden Press.
___________________
PE
___________________ Random House, New York.
___________________
Web Readings
___________________
http://books.google.co.in/books?id=fE8JDzVyTLIC&printsec=frontc
___________________ over&dq=reading+skills&hl=en&sa=X&ei=C-
___________________ 0ZUe5TooubBeX0gYgH&ved=0CDoQ6AEwAA
http://books.google.co.in/books?id=nD09e7DG9zIC&printsec=frontc
over&dq=reading+skills&hl=en&sa=X&ei=C-
0ZUe5TooubBeX0gYgH&ved=0CGAQ6AEwBw
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UNIT 10: Case Study
Unit 10
113
Notes
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Case Study
___________________
___________________
___________________
Objectives
___________________
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___________________
___________________
Case Study: Role of Listening
___________________
Mr. Rohit Sharma, the HR manager, was a very impatient person.
___________________
He liked to talk more and listen less. There were regular
complaints regarding his impatient behaviour. Mr. Rajeev ___________________
Kumar, the office secretary, was a dedicated and sincere person.
He always used to reach in time and complete his job with full
sincerity. His behaviour towards colleagues and boss showed
humility and obedience. Recently, he was facing some problems in
his family. So he went to frequent leave during that period. He
could not even concentrate on his work and made a lot of mistakes
in the paperwork. Mr. Sharma called him in his office and
enquired the reason for his absence and delay in work. When Mr.
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Rajeev tried to explain the situation, Mr. Sharma did not give a
supportive ear to listen to his problem; rather, he snubbed him
and asked him to be regular in his work.
The problem being faced by Mr. Rajeev was affecting his work as
well as health. He could not help it, but continued to be irregular
in his work in the office. He did not have anyone with whom he
could share his problem. After a few days, Mr. Sharma called him
once again in his office and asked about the reason of Mr. Rajeev’s
irregularity, but this time, Mr. Rajeev did not reply, and merely
kept silent. Mr. Sharma asked him whether he wanted to
continue his job or not? Even then, Mr. Rajeev did not reply. He
quietly came out of the office and resigned from his job.
Questions
1. Why did the company lose an efficient person like Mr. Rajeev
Kumar?
2. Why did Mr. Rajeev keep silent when he was asked by Mr.
Sharma the second time?
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3. Did the silence of Mr. Rajeev communicate something?

4. Which skill was lacking in Mr. Sharma?
5. Could good listening play a role in saving the job of Mr.
Rajeev?

Pvt. Ltd.
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PE
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115
Notes
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___________________
___________________
___________________
___________________
___________________
PE
___________________
___________________
___________________
___________________
___________________
BLOCK-III
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116
Notes
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___________________
UNIT 11: BARRIERS TO EFFECTIVE UNIT 13: BODY LANGUAGE
COMMUNICATION
___________________ z Introduction
z Introduction
___________________ z Non-verbal Communication
z Types of Barriers to Effective Communication
z Components of Body Language
___________________
z External Barriers
z The Vocabulary of Body Language
z ___________________
Organizational Barriers
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z Observing Other's Body Language
z Personal Barriers
___________________ z Ten Non-verbal Communication Tips
z Steps to make Communication Effective
___________________
UNIT 14: SPEECH PRESENTATION
UNIT 12: FEEDBACK SYSTEM
___________________
z Introduction
z Introduction
___________________ z Role of Communication in Speech Presentation
z Feedback: Definition and Functions
___________________ z Steps Involved in Speech Presentation
z Process of Interpersonal Feedback
z The Criteria for a Successful Opening
z Making Feedback Effective: Giving Feedback
z Making Feedback Effective: Receiving Feedback UNIT 15: CASE STUDY
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UNIT 11: Barriers to Effective Communication
Unit 11
117
Notes
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Barriers to
___________________
___________________
Effective Communication ___________________
___________________
Objectives ___________________
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___________________
topics:
___________________
External Barriers
___________________
Personal Barriers ___________________
Steps to make Communication Effective ___________________
Introduction
Communication is the process of transfer of ideas and expressions
from one person to another. It is the way of self expression. The
information to be communicated should be clear and accurate. If
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an individual sends the massage, and the other one receives it and
interprets it in the same way as the sender had intended to
express, the process of communication is said to be complete and
successful. However, Communication is not always successful.
Certain barriers in communication affect the clarity, accuracy and
effectiveness of the message. These barriers hamper the growth of
communication and relegate it to the status of a conversation
where feedback is not expected. If either the speaker or the listener
has problems in adjusting his frequency with the
co-interactants, barriers would automatically be erected.
Several things can prevent the message from reaching the
intended recipient or from having the desired effect on the
recipient. There may be some fault in the communication system
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which may prevent the message from reaching. Some of these

defects are in the mechanical devices used for transmitting, that is,
the medium; some are in the tools we use for communicating, that
is, language or other symbols used for encoding; Some are related
to the sender or the receiver.
118
Notes Types of Barriers to Effective Communication
S
Activity
___________________
Make a PowerPoint
These barriers, obstructions, and interruptions in communication
presentation on
___________________
external may broadly be categorized into the following groups:
barriers to communication.
___________________ 1. External Barriers
___________________ 2. Organizational Barriers
___________________ 3. Personal Barriers
PE
___________________ However, this classification does not suggest that these categories
___________________ are mutually exclusive.
___________________
External Barriers
___________________
___________________
External barriers are those caused by factors other than
organizational and personal factors. Such external barriers may
be:
Semantic Barriers
Such barriers are obstructions caused in the process of receiving or
understanding a message during the process of encoding or
decoding it into words and ideas. The linguistic capacity of the two
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parties may have some limitations, or the symbols used may be
ambiguous. Symbols may have several meanings and, unless the
context is known to the receiver, he is likely to take the meaning of
the symbol according to his preconceived notion and
misunderstand the communication. For this purpose, a meaningful
distinction should be made between inferences and facts.
Inferences are meaning taken out of the context of the
communication and at times can not be avoided in communication
process. Since inferences can give a wrong signal, one should be
aware of them and analyze them carefully. In case of any doubt,
more feedback may be sought.
Symbols may be classified as language, picture, or action.
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Language
In written or verbal communication, words used are important.
A word used in the communication may have several meanings. In
a face to face communication, it is easy to seek clarification of
words used, if any doubt is encountered. In case of doubt feedback
is required. Many words which we use informally may be taken
literally in other contexts, i.e., non-friendly situations, or in 119

written communication. Thus, effective communication is idea- Notes
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centred rather than word-centred. The communication may be ___________________
decoded correctly by the receiver only if the context is known to
___________________
him; otherwise, it may be incorrectly interpreted. Without context,
language is just like an eyesore that irritates our senses and ___________________
interferes with our perceptions. ___________________
Sometimes, lack of clarity and precision in a message makes it ___________________
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difficult to understand. Poorly chosen and incorrect words and ___________________
phrases, careless omissions, lack of coherence, bad organization of
___________________
ideas, awkward sentence structure, inadequate vocabulary,
platitudes, numbing repetitions etc. are some of the faults found in ___________________
many cases of poor communication. ___________________
Communication with technical personnel and special groups may ___________________

pose another type of language problem. Such persons or groups use
technical words in their messages. It creates hindrance in
communication with persons not in their speciality, area because of
the receiver’s ignorance of this type of jargon.
Picture
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Picture is another type of symbol. Pictures are visual aids worth—
thousands of words. An organization makes extensive use of
pictures like blueprints, charts, maps, graphs, films, three-
dimensional models, and other similar devices. A viewer may come
to understand the whole story when he sees them.
Sometimes, a picture creates confusion in the mind of the observer;
it may be ambiguous if it is not supplemented by words or actions.
Action
Action is another type of symbol. We communicate by both—by
action or by lack of it. To do or not to do, both have a meaning for
the receiver. For example, if a subordinate does a good job, patting
and non-patting on his back by the superior, both have a meaning.
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Patting may inspire him to do a better job again, and non-patting

may make him disappointed. In this sense, we communicate all the
times on the job whether we intend to do so or not. Action or non-
action may influence the perception of the receiver.
Action speaks louder than words: If a person says something
and does another, there is a credibility gap. The bigger the gap, the
120 less seriously people take him, and he will lose the confidence of
Notes his subordinates. They will not take seriously what he says.
S
___________________
Body language is a type of action in which a message is
___________________ communicated through the movement of the whole body or a part
___________________ of it. Mostly face and hands are used in body language. Examples
are eye-contact, eye movement, smiles and frowns, touching a
___________________
furrowed brow, closeness, lip movement, breathing rate etc.
___________________
PE
These different types of symbols are used in communication. If
___________________ these are interpreted incorrectly, the communication may not carry
___________________ the sense intended by the source but something altogether
___________________
different.
___________________ Emotional or Psychological Barriers

___________________ Personal or emotional or psychological barriers arise from motives,
attitudes, judgement, sentiments, emotions, and social values of
participants. These create a psychological distance that hinders
the communication, or partly filters it out, or causes
misinterpretation, thereby making the communication inadequate.
The following are some emotional barriers:
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Premature Evaluation
Premature evaluation is a tendency to evaluate a communication
prematurely, rather than keeping an open mind during the
interchange. Such evaluation interferes with the transfer of
information and begets a sense of futility in the sender. This
barrier can be remedied by empathy and non-evaluative listening.
Loss in Transmission and Retention

When communication passes through various levels in an
organization, successive transmissions of the same message are
decreasingly accurate. A part of information is lost in transit: it is
said that about 30% of the information is lost in each transmission.
Poor retention of the information is again a malady. Research
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reveals that workers retain only 50% of information, and the

supervisors retain 60% of it.
Distrust of Communicator
The communicator is sometimes distrusted by his own
subordinates. It happens when he lacks self-confidence, or is less
competent in his position. He frequently makes ill considered
judgements or illogical decisions, and then reviews his own 121

decisions when he fails to implement them. Repeated experience of Notes
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this kind gradually conditions the receiver to delay action, or to act ___________________
unenthusiastically, hence making the communication ineffective,
___________________
though apparently it is complete.
___________________
Failure to Communicate ___________________
Sometimes, managers do not communicate the needed messages to ___________________
PE
their subordinates. This might be because of laziness or
___________________
procrastination on their part, or they arbitrarily assume that
___________________
everybody has got the information, or they may hide information
deliberately to embarrass the subordinate. ___________________
___________________
Undue reliance on the Written Word
___________________
In cases where the employees have undue reliance on the
organization’s written policies and viewpoints and hesitate in
accepting the face to face verbal communication of their superiors,
communication cannot be effective. This is because they will be
disinclined to accept oral orders of their superiors which are not
consistent with the written policies of the organization. Such a
situation embarrasses both the subordinates and the superiors,
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unless there is a high degree of mutual confidence between the
organization and its employees. A written communication might
fail to explain the purpose of the order, procedure, or directive.
Written communication often tells what is to be done but not why
it should be done and, thus, it lacks persuasion. Hence, written
communication should not be relied upon very rigidly; rather it
should be used as supplementary to productive face to face
relationships.
Inattention
The preoccupied mind of the receiver and the resultant non-
listening is one of the major chronic psychological barriers. It is a
common phenomenon that people simply fail to react to bulletins,
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notices, minutes, and reports.

122
Check Your Progress
Notes
Fill in the blanks:
S
Activity
___________________
Conduct a survey in your
organization and study which
1. Mostly ………………….. and ………………….. are used
___________________
organizational barriers are in body language.
prevalent in your organization.
___________________
2. Communication with technical personnel and special
___________________ groups may pose another type of ………………………..
___________________ problem.
PE
___________________
___________________
___________________ An organization is a deliberate creation of management for the

attainment of certain specific objectives. The day-to-day
___________________
functioning of the organization is regulated in such a way as to
___________________ contribute to the attainment of these objectives in the most
effective manner. For this purpose, a variety of official measures
are adopted such as designing of the structure, arrangement of
activities, formulation of various policies, rules and regulations,
and procedures, laying down of norms of behaviour, instituting a
reward and punishment system etc. All these variables markedly
affect the organization’s functioning. As such major organizational
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barriers are:
Organizational Policy
The general organizational policy regarding communication
provides overall guidelines in this matter. This policy might be in
the form of a written document, or it has to be inferred from
organizational practice, particularly at the top level. If the policy
creates hindrance in the free flow of communication in different
directions, communication would not be smooth and effective.
Organizational Rules and Regulations

More often, different activities of an organization are governed by
specific rules and regulations. Such rules and regulations prescribe
the subject-matter to be communicated as also the channel through
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it is to be communicated. The rules may restrict the flow of certain

messages and may omit many important ones. For example, the
rules may prescribe that upward communication shall be only
through proper channel. Such restrictions may delay the message
and may deter employees from conveying any message. An
employee may give up the idea of conveying a message to the top
executive to avoid the observance of rules. The message may be 123

important to the organization. It may also be the case that the Notes
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superior may not allow him to convey the message. This barrier is ___________________
strongly operative in Indian public sector undertakings where
___________________
observance of rules and regulations is more rigid.
___________________
Status Relationship ___________________
The placing of people in superior-subordinate relationship in a ___________________
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formal organization structure also blocks the flow of
___________________
communication and, more particularly, in the upward direction.
The greater the difference in hierarchical positions in terms of ___________________
their status, the greater would be the worry of middle managers ___________________
about what their senior bosses might think; this leads to their ___________________
paying little attention to the needs and demands of their
___________________
subordinates. The subordinates are reluctant to communicate, or
the managers in the middle of hierarchy may be reluctant to pass
on their juniors’ communication to the next higher executive,
which their bosses do not like or which may have a negative effect
on their own relationships. Dislike, distrust, dissatisfaction with
job and work environment is other reasons for reluctance to tell
anything to their bosses. Such obstruction may be overcome by
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creating an atmosphere of trust and confidence in the organization.
Complexity in Organization Structure

In an organization where there are a number of managerial levels,
communication gets delayed as it moves along the hierarchical
line. Also, chances of the communication getting distorted are
greater as the number of filtering points is higher. This is
particularly true in upward communication because people at
intermediate levels do not like to pass on negative remarks either
of themselves or of their superiors.
Organizational Facilities
Certain organizations provide certain facilities for smooth,
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adequate, clear, and timely flow of communication such as

meetings, conferences, complaint or suggestion boxes, open door
system etc. If these facilities are not properly emphasized, people
generally fail to communicate effectively.
124
Check Your Progress
Notes
Fill in the blanks:
S
Activity
___________________
Write an article for a
newspaper on personal 1. Different activities of an organization are governed by
___________________
barriers to effective specific ………… and ………………..
communication.
___________________
2. Dislike, ……………… and …………………… with job
___________________ and work environment are other reasons for reluctance
___________________ to tell anything to their bosses.
PE
___________________
Personal Barriers
___________________
___________________ As communication is basically an interpersonal process, many

personal factors inherent in the two parties to communication, the
___________________
sender and the receiver, influence the flow of communication and
___________________ present many hurdles in the way of effective communication.
Barriers in Superiors
Superiors play an important role in communication. Because of
their hierarchical position, they act as barriers in a number of
ways as follows:
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Attitude of superiors
General attitude of the superiors about communication, or attitude
towards a particular communication, affects the flow of messages
in different directions. If the attitude is unfavourable, there is
greater possibility of filtering or colouring of the information. Any
information received from the top may not reach the bottom in the
same form, or even the reverse may happen. Managers at
intermediate levels may colour the information, sometimes
intentionally, with a view to twist the situation in their favour. In
some cases the superior quotes his subordinate incorrectly or may
say something against him before his boss just to spoil his career,
or his chance of promotion, or his image in the eyes of the boss.
Fear of challenge to authority

(c
The superiors in an organisation generally try to withhold the

information coming down the line or going up as frequent passing
of information may disclose their own weaknesses; thus generally
happens when the superior lacks self-confidence and is afraid that
someone else might be promoted in his place if his weaknesses
were to come to light.
Insistence on Proper Channel 125

Notes
S
There are channels of communication in an organisation along
which information passes upward or downward. Some officers ___________________
insist too much on communication through proper channel. They ___________________

do not like any bypassing in communication. But, sometimes,
___________________
bypassing becomes necessary in the interest of the organisation;
___________________
however, the superiors think bypassing as thwarting of their
authority and block the flow of communication. ___________________
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___________________
Lack of confidence in Subordinates
___________________
The superiors generally perceive that their subordinates are less
___________________
competent and, they are not capable of advising their superiors.
Therefore they feel, whether correctly or otherwise, that they are ___________________
over burdened and have no time to talk to their subordinates. ___________________
Ignoring Communication
Sometimes, the superiors ignore a communication or a part of it, to
and from their subordinates, to maintain their importance. In
some cases, information does not reach the receiver in the same
form as it was received from the sender: the superiors filter the
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information.
Barriers Regarding Subordinates

There are certain factors in the subordinates which adversely
affect their participation in the communication process. Some
factors like attitude, lack of time, applicable to the superiors are
also applicable here. Two more factors in the subordinates need
special attention which is responsible for blocking communication
in the upward direction.
Unwillingness to Communicate
The subordinates generally are not willing to communicate upward
any information which is likely to affect them adversely. If they
feel that supply of such adverse information is necessary for
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control purposes they would modify it in such a way so as not to

harm their interest.
Lack of Proper Incentive

Lack of incentives to communicate also prevents the subordinates
from communicating upward. They are punished when they are
126 wrong but may not be rewarded when they work marvellously well
Notes and offer a novel suggestion.
S
Activity
___________________
Prepare a chart displaying The superiors assume that better performance on the part of
steps to be taken to make
___________________
communication effective. subordinates is their duty towards the organisation or it is in their
___________________ own interest. The rewards and punishment system and the
attitude of the superiors towards their subordinates are
___________________
responsible for this agony. If a novel suggestion by a subordinate
___________________ does not evoke any interest in the superior he would not convey it.
PE
___________________ The above are some of the barriers which come in the way of
___________________ effective communication. They vitiate the message in several ways
___________________
including distortion, filtering, and omission. Distortion means
changing the context or the meaning of the text of information.
___________________
Filtering means reducing the message only to a few basic details,
___________________ and omission refers to deletion of all or a part of the message from
the text. We must be careful about these barriers in
communication.
Check Your Progress

True or False:
1. Distortion means changing the context or the meaning
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of the text of information.
2. Filtering refers to deletion of all or a part of the
message from the text.
Steps to make Communication Effective

In order to remove barriers to communication an open door
communication policy should be prepared and followed by
managers at all levels. The superiors in the organisation must
create an atmosphere of confidence and trust in the organisation so
that the credibility gap may be narrowed down. Major efforts in
this direction are:
1. Two-way Communication: The organisation’s
(c
communication policy should provide for a two-way traffic in

communication—upwards and downwards. It brings two
minds closer and improves understanding between the two
parties, the sender and the receiver. A sound feedback system
should be introduced in the organisation so that distortion in
and filtering of, messages should be avoided. There should be
no communication gap.
127
2. Strengthening Communication Network: The
Notes
S
communication network should be strengthened to make
communication effective. For this purpose, the procedure of ___________________
communication should be simplified; layers in downward ___________________
communication should be reduced to the minimum possible.
___________________
Decentralisation and delegation of authority should be
encouraged to make information communication more ___________________
efficient, through frequent meetings, conferences, and timely ___________________
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dissemination of information to the subordinates. ___________________
3. Promoting Participative Approach: The management ___________________
should promote the participative approach in management.
___________________
The subordinates should be invited to participate in the
decision-making process. It should seek cooperation from the ___________________
subordinates and reduce communication barriers. ___________________
4. Appropriate Language: In communication certain symbols

are used. Such symbols may be in the form of words, pictures,
and actions. If words are used, the language should be simple
and easily comprehensible to the subordinates. Technical and
multi-syllable words should, as far as possible, be avoided. The
sender must use the language with which the receiver is
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familiar. The message should be supported by pictures or
actions, wherever necessary, to emphasise certain points. The
sender must also practise in action what he says to others or
expects from others.
5. Credibility in Communication: One criterion of effective
communication is credibility. The subordinates obey the orders
of their superior because they have demonstrated through
their actions that they are trustworthy. They must practise
whatever they say. The superior must also maintain his
trustworthiness. If the superior is trusted by the subordinates,
communication will be effective.
6. Good Listening: A communicator must be a good listener too.
A good manager gives his subordinates a chance to speak
(c
freely and express their feelings well before him. The manager
also gets some useful information for further communication,
and can also have a better understanding of the subordinates’
needs, demands, etc.
7. Selecting on Effective Communication Channel: To be
effective, the communication should be sent to the receiver
128 through an effective channel. By effective channel we mean

Notes that the message reaches its destination in time, to the right
S
___________________ person, and without any distortion, filtering, or omission.
___________________
Check Your Progress
___________________
Fill in the blanks:
___________________
1. If the superior is trusted by the ………………….,
___________________ communication will be effective.
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___________________
2. ………………………. and ………………….. of authority
___________________ should be encouraged to make information
___________________ communication more efficient.
___________________
Summary
___________________
Communication is a process beginning with a sender who encodes
the message and passes it through some channel to the receiver
who decodes the message. Communication is fruitful if and only if
the messages sent by the sender are interpreted with same
meaning by the receiver. If any kind of disturbance blocks any step
of communication, the message will be destroyed. Due to such
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disturbances, managers in an organization face severe problems.
Thus the managers must locate such barriers and take steps to get
rid of them.
There are several barriers that affect the flow of communication in
an organization. These barriers interrupt the flow of
communication from the sender to the receiver, thus making
communication ineffective. It is essential for managers to overcome
these barriers.
Thus to conclude, any obstacle which comes in between an effective
communication are called communication barriers. They result in
distortion of the message and the goal is never accomplished.
External barriers arise from the external environment and
external factors where as internal barriers are present within the
individual like tensions, work pressure, high expectations, peer
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rivalry etc. It is of prime importance to get rid of the above barriers

for an effective communication and the proper flow of information
between the sender and the receiver.
Lesson End Activity 129

Notes
S
Prepare a multiple choice quiz on various barriers to effective
___________________
communication.
___________________
Keywords ___________________
___________________
Semantic Barriers: Such barriers are obstructions caused in the
process of receiving or understanding a message during the process ___________________
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of encoding or decoding it into words and ideas. ___________________
External barriers: External barriers are those caused by factors ___________________
other than organizational and personal factors. Such external
___________________
barriers may be (a) semantic barriers, (b) emotional or
psychological barriers. ___________________
___________________
Emotional or Psychological Barriers: Personal or emotional or
psychological barriers arise from motives, attitudes, judgement,
sentiments, emotions, and social values of participants.

1. What are the various barriers to effective communication?
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Suggest suitable measures to overcome these barriers.
2. Explain the principal barriers to management communication
and suggest measures for improvement.
3. What are the possible obstructions to communication?
4. What are the steps that are must for effective communication?
Further Readings
Books
Books.
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Publishing House.
130
Notes
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___________________
___________________ Web Readings

___________________ http://www.managementstudyguide.com/communication_barriers.h
tm
___________________
http://www.skillsyouneed.co.uk/IPS/Barriers_Communication.html
___________________
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___________________
http://www.slideshare.net/tiritrax/barriers-to-communication-
3601910
___________________
___________________
___________________
___________________
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UNIT 12: Feedback System
Unit 12
131
Notes
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Activity
Feedback System
Visit___________________
any showroom of your
choice and ask them “what
help___________________
do they get from
feedback forms” and prepare
___________________
a report on the same.
Objectives
___________________
topics: ___________________
PE
Feedback: Definition and Functions ___________________
Process of Interpersonal Feedback ___________________

Making Feedback Effective: Giving Feedback ___________________
Making Feedback Effective: Receiving Feedback ___________________
___________________
Introduction
In most organisational situations, individuals interact with other
individuals while working together on a job, or talking with a
subordinate about how well he has been doing or where he has not
done well, or discussing with the boss how things can be improved.
Individuals interact with each other. They also communicate to
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each other their impressions of various things. Such interactions
can be the basis of effectiveness. If better solutions are evolved as a
result of such interactions, and the decisions are implemented with
earnestness, it may contribute both to the effectiveness of the
organisation, and to the effectiveness of managers and others in
achieving organisational goals.
Feedback: Definition and Functions

When individuals work together and interact, the need to
communicate effectively their feelings, impressions, and views on
various matters becomes important. Equally important is how
these are received. When we communicate our reactions and
perceptions to a person, especially regarding his behaviour, style of
(c
working, etc. we call it feedback. Feedback, in simple terms, is the

communication of feelings and perceptions by an individual to
another individual about the latter’s behaviour and style of
working. Such interpersonal feedback is involved in everyday life
in various situations; for example, the boss sits with his
subordinate and gives him necessary counselling on the latter’s
132 performance. He shares with the latter his perceptions about his
Notes achievements, his strengths as well as areas in which he can
S
___________________ improve further. We tell our peers what we think about their style
and ways of behaviour so that they may be able to benefit from
___________________
such communication. A subordinate may also do the same. If his
___________________
boss pulled him up in the presence of others, he may go and tell
___________________ him how bad he felt about such a happening. This may help the
___________________ boss to improve his ways of communicating such matters to his
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subordinates.
___________________
___________________ Functions of Feedback

___________________ Interpersonal feedback involves at least two persons, one who
___________________
gives feedback and the other who receives feedback. Feedback thus
has two dimensions. The functions of feedback can be considered
___________________
from the point of view of these two dimensions. Although the main
purpose of feedback is to help a person in increasing his personal
and interpersonal effectiveness, the functions can be considered
separately in relation to giving feedback and receiving feedback.
The main function of giving feedback is to provide data about a
person’s style of behaviour and its effect on others. Such data can
be verified by the individual by either collecting more data from
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other sources or by checking some aspects with others. The
feedback also provides several alternatives to the individual out of
which he can choose one or two to experiment on. Interpersonal
feedback contributes to the improvement of communication
between two persons involved in feedback through the
establishment of a culture of openness and promoting
interpersonal trust. Continuous feedback will help in establishing
norms of being open. Eventually, effective communication of
feedback will help in increasing the autonomy of the individual
who receives feedback, since such feedback does not give any
prescriptions, but helps the individual through pertinent data to
have wider choices for increasing his effectiveness.
Similarly, receiving of feedback fulfils several purposes. It
(c
primarily helps the individual (one who receives feedback) to

process behavioural data he has received from others (the
perceptions and feelings people have communicated to him about
the effect of his behaviour on them). It helps him to have better
awareness of his own self and behaviour. Getting information
about how his behaviour is perceived, and what impact it makes on
others, increases his sensitivity, i.e., his ability to pick up cues
from the environment that indicate what perceptions and feelings 133
people have about his behaviour. Notes
S
Activity
Such sensitivity is very useful. It encourages an individual to ___________________
Prepare a chart showing the
process of interpersonal
experiment with new behaviour to find out ways of increasing his ___________________
feedback.
personal and interpersonal effectiveness. As we shall see in a later
___________________
section, effective use of feedback helps in building and integrating
the self. One who receives feedback is encouraged to give feedback ___________________
to others in turn and, thus, it encourages both openness and ___________________
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mutuality. ___________________
These are functions of feedback, for both the dimensions of giving ___________________
and receiving.
___________________
Fill in the blanks: ___________________
1. Interpersonal feedback contributes to the improvement

of ……………........... between two persons involved in
feedback through the establishment of a culture of
openness and promoting interpersonal trust.
2. …………………… encourages an individual to
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experiment with new behaviour to find out ways of
increasing his personal and interpersonal effectiveness.
Process of Interpersonal Feedback

The process of interpersonal feedback is a transactional process:
the transaction being between two individuals as a unit, although
in a group such transactions are taking place in several pairs of
individuals, group transactions are fairly complex. The feedback in
this sense is not merely communication of impression by A to B,
but it is establishing understanding and a trusting relationship
between two individuals. In order to understand the details, we
shall examine the process of a feedback episode in detail. A
feedback episode is one act of communication of information by an
(c
individual A to another individual B about how the former has

perceived the latter’s behaviour. The process of a feedback episode
is diagrammatically shown in Figure 12.1. The various parts of the
process are discussed below.
1. Psychological make up of the persons involved in
feedback (Boxes 10a, 10b and 11): The logical and
chronological beginning of a feedback episode is with A’s
134 perception of B’s behaviour. But the psychological backgrounds

Notes of both A and B function as intervening variables of which we
S
___________________ should be aware in the beginning. Both individuals have their
own needs, their value systems, and several different aspects
___________________
of their personalities. An individual may have a high need of
___________________
dependency. These two individuals (both the one who is giving
___________________ and the other who is receiving feedback) will behave in two
___________________ entirely different ways. In addition to their needs and other
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psychological background, they may have a pattern of
___________________
relationships (Box 11). They may like each other, or may hate
___________________ each other. They may have an accepting or non-accepting
___________________ relationship. These factors are important in influencing
___________________
several aspects of the feedback episode.
___________________
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(c
Source: Kheterpal. Vandana, Business Communication (2010), (P-87), Excel Books Pvt. Ltd.
Figure 12.1: Process of a Feedback Episode

2. A’s perception of B’s behaviour (Boxes 1 and 2): In an 135
incident where A and B are involved, and where B has shown Notes
S
some behaviour, A perceives the behaviour in a certain light. ___________________
He receives the stimuli of B’s behaviour. For example, he
___________________
listens to what B has said, and observes how he has said it. In
___________________
receiving both verbal and non-verbal stimuli (Box 1), A gives
meaning to them (Box 2). The way he perceives or interprets ___________________
the stimuli he has received from B depends to a great extent ___________________
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on his psychological make-up as well as the relationship he
___________________
has with B. As shown in Figure 12.1, this perception (Box 2) is
influenced by the intervening variable of the psychological ___________________
make-up of the individual and his relationship with B (Boxes ___________________

10a, 10b and 11).
___________________
3. Communication of the perception by A (Box 3): A ___________________
communicates his perception to B, and this is what we usually
call feedback. Communication may be either verbal (Box 3a) or
it may non-verbal (Box 3B). Usually, verbal communication
will be more open. If A is clear about what he wants to
communicate and has no hesitation in communicating it, he
will usually communicate verbally. However, more messages
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may be communicated through non-verbal cues.
If A does not feel free to communicate to B, he may still
communicate his resentment by a smileless interaction, by a
frown on his eyebrow (of which he may not be conscious), by
indifference he may show to B and so on. These non-verbal
cues are, in many cases, much more significant than the
verbally delivered messages. In many cases, the non-verbal
cues may be just the opposite of what is verbally
communicated.
For example, A may tell B that he is enjoying the conversation
and the points raised by him, but may look at his watch from
time to time, without being aware that he is giving a non-
verbal cue of being fed up. Such contradictory verbal and non-
(c
verbal messages may distort communication and the

effectiveness of feedback. In many other cases, the non-verbal
cues may be fairly weak and may not be picked up by B. There
are many perceptions, however, which remain
uncommunicated (Box 3c). An individual may feel highly
agitated and yet he may not communicate his resentment or
anger either in a verbal form or through non-verbal cues. Such
136 uncommunicated perceptions may distort the communication

Notes further and may come in the way of effectiveness of feedback.
S
___________________ As shown in Figure 12.1, the message is communicated
verbally or non-verbally, or some perceptions remain
___________________
uncommunicated. This process is greatly influenced by the
___________________
individual’s personal background and his relationship with the
___________________ other individual.
___________________ 4. A’s style of communication (Box 12): One important
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___________________ variable in the feedback episode is the way A communicates
his perceptions to B. Again, A’s personal background and his
___________________
relationship with B influence this. As we shall see in a later
___________________
section, many ways of communication contribute to the
___________________ effectiveness of feedback. Whether A communicates his
___________________ judgement and, therefore, his criticism and disapproval of B,
or whether he communicates only how he has been affected by
B’s behaviour would make a great deal of difference to the
feedback being effective or ineffective. These various ways are
discussed in a later section.
5. B’s perception of the feedback (Box 4): After A has given
feedback, usually verbally, B receives it, and he perceives the
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feedback in a particular way. He may see it as A had intended,
or his perception may be quite different from what A wanted to
communicate. For example, B may perceive the feedback given
by his boss that he appreciated what he did as a cue for B to
get approval for various things he does from his Boss A.
Although A’s intention may have been to communicate that B
could independently do several things by himself now. These
perceptions do not get cleared unless they are checked, and
one important part of feedback is the checking of such
perceptions of messages.
6. B’s perception of A’s style of communication (Box 13):
Along with the perception of the message, B also reacts to the
way the message was sent by A. If the communication was
more descriptive and personal, providing personal data by A
(c
about how he felt in relation to B’s behaviour, or helpful in

encouraging B to try new behaviour, he may see the
communication as helpful (Box 13a). On the other hand, if A’s
communication is more accusing or judgmental, B may see the
communication as threatening (Box 13b). Such perceptions are
a crucial factor in determining what B will do with the 137

feedback that he receives. Notes
S
7. Gap between the received feedback and B’s self-concept ___________________
(Box 5): When B receives feedback from A, the feedback may ___________________
be quite close to what B thinks of himself. For example, if A
___________________
communicates to B that the former saw the latter as
emotional, B’s reaction to this feedback will depend to some ___________________
extent on whether B perceives himself as emotional or not. The ___________________
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feedback may either confirm what B thinks of himself or it ___________________
may disconfirm his self-concept.
___________________
8. Dissonance caused (Box 6): If the feedback received from A
___________________
confirms what B thinks of himself, it may reinforce his
behaviour. However, if the feedback received from A ___________________
disconfirms what B thinks of himself, it may cause dissonance. ___________________

Dissonance has been found to be an important factor in either
inducing change or a rejection of the feedback. If the feedback
is seen as threatening; if it produces dissonance, it is more
likely to be rejected (Box 6a).
9. Dissonance reduction (Box 7): The feedback is not outright
rejected. Dissonance has to be reduced because an individual
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cannot live in a state of dissonance for long. Dissonance may
either be reduced by confrontation or through defensive
behaviour. We shall discuss these in more detail in a later
section. If B sees feedback as helpful, he may do something
about this feedback. This is confrontation (7a). However, if he
sees it as threatening, he may use all the defense mechanisms
to deal with feedback (7b).
10. Change in B’s behaviour (Box 9): Depending on the
personality background of the individual and whether
feedback received is seen helpful, B may take the decision to
try new behaviour and, therefore, change a part of his
behaviour. Such experiments in change may satisfy him.
Change in behaviour as a result of feedback, therefore,
(c
depends on how feedback is given, and whether it is seen as

helpful by B.
11. B’s behaviour after feedback (Box 9): B may still continue
to show his old behaviour if feedback has been rejected, or he
may even use some defense mechanisms to deal with it. Or,
hopefully, if he finds the feedback useful, and A has taken care
to make it usable by B, he may indicate change in his
138 behaviour and may show new behaviour. This behaviour starts
Notes a new cycle of communication when A perceives the post
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Activity
___________________
Prepare a presentation on feedback behaviour. Then a new episode starts beginning with
giving feedback. the perception of B’s behaviour by A. This cyclic process is
___________________
indicated in the future by the arrow going from Box 9 to Box 1.
___________________
The feedback episode starts with AÊs perception of B, his
___________________
background of needs, values, etc. and his communication of his
___________________ perception to B. It is followed by BÊs perception of feedback as
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___________________ helpful or threatening, B’s ways of dealing with the feedback
___________________ (either by confronting it or by rejecting it or by using defense
mechanisms), and BÊs undergoing some change. As already stated,
___________________
the transaction is much more complex than depicted here. But this
___________________ paradigm does show the basic elements in such transactions.
___________________
Check Your Progress
True or False:
1. An individual may have a high need of dependency and
this kind of two individuals (both the one who is giving
and the other who is receiving feedback) will behave in
two entirely different ways.
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2. Dissonance may either be reduced by confrontation or
through defensive behaviour.
Making Feedback Effective: Giving Feedback

Feedback is an interpersonal transaction in which two persons are
involved. The effectiveness of this transaction will, therefore,
depend on the behaviour and response of both the feedback
provider and the feedback receiver. One who is giving feedback can
do several things to ensure the effectiveness of feedback. What is
discussed below indicates some of the things which a person
usually does and, therefore, becomes effective.
1. Is descriptive and not evaluative: The person who gives
(c
feedback should describe what he sees happening rather than

pass his judgement over it. The description can be either of the
effect of the behaviour of the other person (B) on himself (A)
(‘your remark made me angry’), or a factual statement (‘in the
last 10 minutes, you have repeated the same statement four
times’), or the effect of B’s behaviour on others. Such
descriptive feedback may provide enough data for the other
individual (B) to think about, and take some decisions. On the 139
other hand, feedback could be evaluative in several ways. Notes
S
Either the individual may make a judgement (‘your behaviour ___________________
was not proper’), or may criticise or categorise the behaviour
___________________
(‘you suffer from inferiority complex’), or may give advice (‘you
should be bold’). Such evaluative feedback does not help a ___________________
person. Descriptive feedback is helpful in making a person ___________________

more autonomous in taking decisions about what he would like
___________________
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to do.
___________________
2. Is focused on the behaviour of the person and not on the
___________________
person himself: The feedback is to help a person think about
his behaviour and take a decision to change it. The feedback ___________________
given to a person on the whole (‘you are sharp’ or ‘you are ___________________
dumb’) is not helpful because it takes the form of evaluative
___________________
feedback, and the person does not know what he can do about
it. When feedback is given about the behaviour of a person,
(‘what you said and the way you said it has upset me’), he is in
a position to decide what could be done about that behaviour.
3. Is data based and specific and not impressionistic:
Effective feedback gives specific information about behaviour
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to an individual and provides him data in the form of
observations, feelings which his behaviour has evoked, and
various other facts observed. These help the person. However,
if feedback is general and based on impressions, it tends to be
more judgemental. Even if it is non-judgemental, it may not
help a person prepare a strategy for changing his behaviour.
For example, when a person is told: ‘You interrupted A, B and
C without allowing them to complete what they were saying,
he has concrete data to use for thinking about his general
sensitivity, and can take steps to carefully observe and avoid
such interruptions in the future.
4. Reinforces positive new behaviour: Effective feedback helps
a person decide which style of behaviour he will continue to
use. When a person is experimenting with new behaviour,
(c
positive feedback is likely to reinforce his effective behaviour

and he is able to stabilise it as part of his personality. In this
sense, positive feedback is very helpful but negative feedback
is not help. It only increases the chances of a person becoming
defensive. Positive feedback has, however, to be genuine and
specific. If, for example, a person gets the feedback that he
140 usually does not participate much in the meetings he may, as a

Notes result of such feedback, he may make special efforts to speak.
S
___________________ Positive feedback (“I liked your idea”, “I liked your taking the
initiative” etc.) may help him take more steps in that direction.
___________________
___________________ 5. Is suggestive and not prescriptive: In many cases, the

person giving feedback may suggest alternative ways of
___________________
improving. For example, when the feedback indicates that B is
___________________ not able to confront people in the group, members may like to
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___________________ make suggestions for him to improve. “Speak out your feelings
as soon as you feel bad about something”, “you can work out an
___________________
arrangement with one or two members in the group to act as
___________________
your alter ego, so that they may speak out what they think
___________________ your feelings are at that time, and later you take these up for
___________________ further exploration”. However, such suggestions should be in
the form of alternate ways open to B for increasing his
confronting ability. Feedback given in the prescriptive form,
i.e. what the person should do, does not help the person and it
only makes him either dependent, or such advice is ineffective
since the person himself is not involved in the decision taken.
6. Is continuous: Usually, effective feedback does not stop with
)U
one act of feedback. It establishes a relationship of openness.
The relationship is a continuing one, usually resulting in
continuous feedback. Moreover, feedback when repeated is
likely to produce better results. The repeated feedback may
reinforce what was communicated and may give an
opportunity to the subject to discuss the feedback.
7. Is mostly personal: Effective feedback indicates the
involvement of the person who is giving the feedback in the
process. If the person provides evidence from his own
experience, and gives data about how he perceived or was
affected by the other person’s behaviour that is much more
genuine and helpful. If the person provides other information
and data, in addition to making his own feelings and
perceptions available to the other person, these will be much
(c
more effective. However, if only objective feedback is given,

without the person sharing his own perceptions and feelings,
the relation of mutuality is not established and the feedback is
not much effective.
8. Is need based and solicited: Feedback which is solicited by a
person is much more effective than if it is given without such a
need. The motivation of the person, then, to listen carefully to 141

and use such feedback is high. The main responsibility for the Notes
S
use of feedback is, of course, of the person receiving feedback. ___________________
If he is defensive (does not accept feedback in a genuine way
___________________
and only justifies his action), feedback may not serve much
purpose. However, the person giving feedback should assess ___________________
the need of the person for whom the feedback is meant. If, for ___________________
example, a person needs more understanding and empathy, it
___________________
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may be better to give him more positive feedback; and then he
___________________
may be helped to see some aspects on which he can improve
feedback without sensitivity on the part of the feedback ___________________
provider may become ineffective. ___________________
9. Is intended to help: The basic motivation of the person who ___________________
is giving feedback is important. If his motivation is to criticise,
___________________
or point out faults, or convince the other person about the
accuracy of his own perception, the feedback will not be
effective. However, if the feedback is intended to help the other
person, this itself will influence the way feedback is given and
it is likely to be very helpful.
10. Is focused on modifiable behaviour: The purpose of
)U
feedback is to help the other person do something about his
behaviour and increase its effectiveness. This is possible when
feedback focuses on behaviour about which the person can do
something. For example, feedback given on the stammering of
a person may not be useful because it only reinforces his
negative self-image and the person cannot do anything about
his stammering in the normal course.
11. Satisfies needs of both: Feedback is a mutual transaction.
For a transaction to be effective, it should satisfy the needs of
both the persons. Feedback also has to do this. The need of the
individual who is giving the feedback may be to help, to
influence, and to establish a better relationship. These needs
should be satisfied and the person should be conscious of this,
and use this for building mutuality. If the person giving
(c
feedback has a high need of recognition and, therefore,

feedback giving by him is motivated by this need, he may at
some stage share this, after he becomes aware of such a need.
Feedback based on needs of both persons helps in building
mutuality. And when the persons involved in feedback are able
142 to share their awareness of such needs, the relationship of

Notes mutuality will be more effective.
S
___________________
12. Is checked and verified: While giving feedback, the person
___________________ communicates one set of perceptions. Unless these are checked
___________________ with the perceptions of various other persons involved,
feedback may not serve the purpose. Feedback can be effective
___________________
if an attempt is made, both by the person who is giving
___________________ feedback and the one who is receiving it, to check it with
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___________________ various other persons in the group.
___________________ 13. Is well timed: Feedback should be well timed. Timing means
___________________
several things. In the first place, it should be immediately
after the event has occurred on which feedback is to given. The
___________________
advantage of immediate feedback is that the person has higher
___________________ motivation to reflect on the event, and can examine several
dimensions of the event without much distraction.
Secondly, timing would also mean that the person should be in
a position to receive feedback and use it. For example, in a
group situation negative feedback can be effective only after a
certain minimum level of trust has been established amongst
the group members. In timing feedback the main criterion
)U
used should be whether the feedback is likely to evoke
defensiveness. In circumstances where feedback is likely to be
perceived as an attack or criticism, the feedback may not be
helpful.
14. Contributes to mutuality and building of the group:
Feedback should be instrumental in building a relationship of
openness, trust, and spontaneity. If it does not contribute to
such mutuality, it cannot be said to be effective. Effective
feedback not only contributes to mutuality, but also helps in
building the group through the development of interpersonal
effectiveness of most of the group. In this sense, feedback goes
beyond mutuality of two persons and contributes to the growth
and development of the entire group. The function of feedback
(c
to do this should be examined from time to time, so that people

involved in the feedback process may be able to take decisions
and monitor the feedback mechanism for the achievement of
this goal.

Notes
Fill in the blanks:
S
Activity
___________________
Receiving Feedback: After
1. Feedback should be instrumental in building a
delivering the above
relationship of openness, trust, and ………………... ___________________
presentation distributes
feedback forms to your
2. The advantage of immediate feedback is that the ___________________
classmates and asks them fill
it and then gather all the forms
person has higher …………………. to reflect on the and___________________
prepare a report on
event. receiving feedback with your
___________________
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experience.
3. Feedback is a …………….. transaction. ___________________
4. The main responsibility for the use of feedback is, of ___________________
course, of the person ………………. feedback.
___________________
___________________
Making Feedback Effective: Receiving Feedback
___________________
The effectiveness of feedback depends as much on how it is
received and used by the person for whom it is meant (B) as much
as on how it is given by A. As discussed in the process of a feedback
episode, if the feedback disconfirms the self-image, or expectation,
dissonance is caused. According to the dissonance theory, when an
expectation is disconfirmed, psychological tension is caused.
)U
Experimental evidence is available on subjects receiving
discrepant outcomes as being more tense, and more uncertain
about the permanence of the outcome. Dissonance may result
either in change of behaviour, or in conflict and threat which may
lead to what is called defensive behaviour. The person receiving
feedback may, therefore, broadly speaking, use either defensive
behaviour or confronting behaviour to reduce dissonance. Table.
12.1 gives a summary of two sets of behaviour, defensive and
confronting. We shall discuss these in some detail here.
Table 12.1: Defensive and Offensive behaviour in dealing with Feedback

(c
Contd…
144
Notes
S
___________________
___________________
___________________
___________________
___________________ Source: Kheterpal. Vandana, Business Communication (2010), (P-92), Excel Books Pvt. Ltd.
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___________________ When an individual feels threatened by the feedback he receives
___________________ (for example, if he is criticised or blamed, or given what he may
consider as negative feedback, which he does not agree with), he
___________________
may build some defense around his self so that he can protect his
___________________ self from the threat. The concept of defense mechanisms was
___________________ introduced by Freud, who studied several defense mechanisms
people use in psychoneurosis. The use of defense behaviour to deal
with threatening feedback is like using pain killing drugs to deal
with the pain experienced by a person. These reduce the awareness
of pain; but they do not deal with the main cause of pain. The same
is true of defensive behaviour. Defensive behaviour may create an
illusion of having dealt with the situation, but it does not change
)U
the situation or the behaviour. For example, if a subordinate
receives negative feedback from his superior officer that his
motivation in the past year has been low, he may feel threatened
by this feedback. He may reduce the threat by projecting his anger
to the superior officer and say that he is saying this because he is
prejudiced.
This may satisfy him and he may not feel threatened any more.
However, this neither changes the situation (the superior officer
will continue to feel that his subordinate has low motivation), nor
the behaviour of the subordinate (the subordinate will continue to
feel that his superior officer is prejudiced and, therefore, does not
achieve the purpose, and it may merely reduce anxiety. The
conflict in the self is not resolved. Excessive use of defensive
behaviour is likely to result in a conflicted self. On the other hand,
(c
if confronting behaviour is used, the conflict is reduced; and

continued use of such behaviour will result in an integrated self,
and lead to effectiveness.
It is not the intention to suggest here that defensive behaviour in
all situations is bad. Nor are we suggesting that no defensive
behaviour should ever be used. All of us have some amount of
defensive behaviour, and it is not possible to do away with it. In 145

many situations, defensive behaviour may be reasonable. However, Notes
S
if the main purpose of feedback is to develop mutuality, and if both ___________________
person involved in giving and receiving feedback are interested in
___________________
relationship of trust and openness, the more defensive behaviour is
used, the less effective the feedback will be. In order to make ___________________
feedback effective, an attempt should be made to move away from ___________________

defensive behaviour towards confronting behaviour. The individual
___________________
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receiving feedback may examine what defensive behaviour he uses
___________________
more often, and he may prepare a plan (preferably taking the help
of some other person or persons) for reducing this behaviour and ___________________
moving towards the corresponding confronting behaviour as ___________________
indicated in Table 12.1. We shall discuss these pairs of defensive
___________________
and confronting behaviour below:
___________________
1. Denial versus Owning-up: If a person receives negative
feedback which threatens him, his first tendency is to deny it.
Denial will certainly reduce his anxiety because he may
convince himself that what he was told was wrong and he need
not bother about it. But it does not help him change nor does
the situation to improve. The corresponding confronting
behaviour in such a situation would be owning-up the feedback
)U
even if it is disturbing.
Owning-up of behaviour is much more difficult and is at a
higher level in the hierarchy of behaviour contributing to
interpersonal competence. Owning-up does not mean readily
accepting the feedback. As we shall see later, quick acceptance
is also defensive behaviour. Owning-up means being open to
accepting the limitation after examining and collecting the
necessary data from various sources, so that the individual
then may be able to do something about it. Owning-up
indicates the respect the person has for himself, and only
highly self-respecting persons are prepared to own up a
behaviour which may be seen as their limitation or weakness.
2. Rationalisation versus Self-analysis: The usual tendency
(c
with negative feedback is to find reasons to explain away one’s

own behaviour; for example, if an employee receives the
feedback that his motivation was low, he may find a reason to
explain this low motivation, and thereby absolve himself of the
responsibility for it. This is called the process of
rationalisation. He may, for example, ascribe it to his physical
146 ill health or to some problems in his family, and so on. Not
Notes that there may not be reasons for low motivation, but quickly
S
___________________ finding reasons for some behaviour prevents a person from
owning up that behaviour and being responsible for it.
___________________
Rationalisation, therefore, does not help.
___________________
Instead, if a person does some self-analysis, and finds why this
___________________
kind of behaviour was picked up or what is the meaning of this
___________________ feedback in relation to what he usually does, he may find
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___________________ many things to ponder over, and he may get some ideas about
improving his behaviour.
___________________
___________________
3. Protection versus Empathy: In many cases, negative
feedback causes anxiety and resentment in the person. If the
___________________
source from which the feedback is received is not trustworthy,
___________________ and it is difficult for the individual receiving feedback to
openly explore with him, he is likely to feel resentful and
angry. A person cannot be angry without any cause; otherwise,
it will create dissonance and conflict. In order to reduce this
conflict, and in order to justify resentment, the person
receiving feedback may project his feeling of resentment to the
person giving feedback. Then onwards he may see the person
)U
who gave feedback as angry, biased, etc. This is the process of
projection. In projection, the person projects his own feelings
about the other person to the latter one. Projection is defensive
behaviour and may help reduce anxiety. But, like other
defensive behaviour, it does not help.
Instead of being angry and, therefore, projecting resentment to
the other person, it may be useful for the person receiving
feedback to empathize with the other person, try to see his
point of view, and understand why such negative feedback has
been given. This may help in increasing understanding.
4. Displacement versus Exploration: Another well-known
defensive behaviour is that of displacement. For example, if an
individual cannot express his anger or resentment to a person
(c
who has given feedback because the latter may be in a

powerful position, he may give went to his anger upon
somebody else who is weaker than himself. An employer who
becomes much stricter with his own subordinates after he gets
negative feedback from his boss is an example of displacement.
Displacement is usually used in situations in which the person
giving feedback is in a stronger position, and the person
receiving feedback cannot easily express his resentment to 147

him. Notes
S
A more helpful behaviour may be to explore with the person ___________________
who has given feedback by asking him where and how this ___________________
behaviour was observed. Discussing the details with him may
___________________
help getting more evidence and eliminating some of the
misgivings of the feedback provider also. ___________________
___________________
PE
5. Quick Acceptance versus Data Collection: Accepting
feedback quickly is one of the forms of rejecting the feedback. ___________________
The best way to kill an idea is to feed it on sweet words. When ___________________
a person accepts feedback without much reflection, he wants to
___________________
escape the possibility of exploring, and doing something about,
the feedback. ___________________
___________________
Instead of quickly accepting the feedback given, it may be
better to collect data on the different aspects of feedback both
from the person who is giving the feedback and from other
sources. This may help in increasing interpersonal
effectiveness.
6. Withdrawal versus Expressing Feelings: When a person
feels helpless, and finds himself in a position where he cannot
)U
express his resentment, he reacts by losing interest in his
work, cutting out his interaction with the person who is giving
feedback, and generally showing signs of withdrawal. Such
withdrawal behaviour may not be helpful and may, in fact,
worsen the situation.
The more confronting behaviour, which may be helpful in such
a case, is expression of feelings of being hurt to the person who
is giving a feedback. It is a difficult thing to do; but, if the
person tries to practice it by expressing his feelings in a
matter-of-fact way, communicating that certain things hurt
him, he may find it increasingly easier to do this in future.
7. Aggression versus Seeking Help: Another form of defensive
behaviour is expression of aggression towards the person who
(c
has given feedback. After receiving the feedback from a person

who is in a lower or less powerful position, the person
receiving feedback may shout at him, or may show aggression
in various other forms. This may be easier to do; but, it does
not solve the problem. If, instead of showing aggression, the
person who is receiving the feedback seeks the help of the
148 person who has given the feedback (in trying to understand his
Notes behaviour, and ways of dealing with it) the feedback is likely
S
___________________ to be used for changing behaviour for the better.
___________________ 8. Humour versus Concern: In some cases, humorous ways of
___________________ dealing with feedback are also employed. Humour is a great
quality. However, when it is used to cover up something and to
___________________
reduce anxiety caused by dissonance, it does not help, and it
___________________ becomes dysfunctional. Instead, the person may show concern
PE
___________________ and this concern will help him explore the possibility of
improving his behaviour.
___________________
___________________
9. Competition with Authority versus Listening: In a T-
Group situation, a member who receives negative feedback is
___________________
likely to deal with it by competing with the trainer (the symbol
___________________ of authority), for example, by proposing alternate theories to
challenge the trainer, or by suggesting different ways of
interpretation, etc. This may be highly satisfying to him; but
this may be dysfunctional. The member may be benefited if he
listens to what has been said about him.
10. Cynicism versus a Positive Critical Attitude: Negative
feedback can be brushed aside by a cynical attitude that most
)U
people say things which do not deserve consideration and that,
in general, things are pretty bad. On the other hand, a positive
critical attitude helps a person examine what feedback is given
and sort out those parts which seem to make sense and reject
others which do not come up to the criteria he has set. Such an
attitude is helpful.
11. Intellectualisation versus Sharing Concern: In a T-Group
situation, or in some other group situations, negative feedback
is ignored by a process of intellectualisation spinning theories
to explain matters, when the real need may be to share the
concern the person has with others, and seek their help in
dealing with the problems he may be facing.
12. Generalisation versus Experimenting: One form of
(c
defensive behaviour to deal with negative feedback is to

generalise what has been said. If for example, a person
receives the feedback in a group that he used words indicating
that he was scolding another person and that his tone was also
authoritarian, may respond by saying that this was true in
general about people who have been brought up in the Indian
culture. Such generalisations may not help.
149
Instead, if the individual experiments with a different kind of
Notes
S
behaviour to see whether he can change his behaviour in spite
of this being culturally-determined or influenced, rather than ___________________
seek refuge in generalisations, he may be benefited. ___________________
13. Pairing versus Relating to Group: In a T-Group or some ___________________

other group, a person receiving feedback has a tendency to
___________________
pair with another person (or other persons) in the group who
___________________
PE
also seem to have received such negative feedback, and are
feeling threatened. This may give a comforting feeling to ___________________
people being together under such “attacks.” ___________________
Confronting and helpful behaviour may be to relate to the ___________________

group by exploring with several members of the group and
___________________
taking their help instead of pairing with one or a few. This
___________________
may help in further explorations and experimentation.
The use of confronting behaviour may help a person build
relationships for getting further helpful feedback. The way a
person receives and uses feedback will, to some extent, also
influence the way a person give helpful feedback. He may plan to
test the ideas and experiment on a limited basis and, may seek
further feedback to find out whether his ways of improving himself
)U
are seen as effective. This may initiate a cycle of self-improvement
and increase his interpersonal effectiveness. If feedback is given in
the spirit of helping the other person in building a relationship of
trust and openness, if it is received in the spirit of learning to
increase interpersonal effectiveness and to contribute to such a
relationship of trust and openness, feedback can be an effective
instrument in building linkages of mutuality between persons, and
amongst various members in a group. However, if feedback is not
properly given or properly received, it may contribute to the
disruption of relationships and may undermine the development of
the group. Feedback, therefore, is a powerful instrument and can
be used effectively. It depends on the person who is giving feedback
and the person who is receiving it to use this instrument for
(c
forging bonds of mutuality.
Check Your Progress

Fill in the blanks:
1. Excessive use of defensive behaviour is likely to result
in a ………………. self.
Contd…
150
2. Another form of defensive behaviour is expression of
Notes
S
……………….. towards the person who has given
___________________
feedback.
___________________
___________________ Summary
___________________ Feedback is your audience’s response; it enables you to evaluate
___________________ the effectiveness of your message. If your audience doesn’t
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___________________
understand what you mean, you can tell by the response and then
refine the message accordingly. The functions of feedback can be
___________________
considered from the point of view of these two dimensions.
___________________ Although the main purpose of feedback is to help a person in
___________________ increasing his personal and interpersonal effectiveness, the
functions can be considered separately in relation to giving
___________________
feedback and receiving feedback.
Feedback is an interpersonal transaction in which two persons are
involved. The effectiveness of this transaction will, therefore,
depend on the behaviour and response of both the feedback
provider and the feedback receiver. The effectiveness of feedback
depends as much on how it is received and used by the person for
whom it is meant (B) as much as on how it is given by A.
)U
Lesson End Activity
Design a feedback form for a food chain serving regional food for
specific regions.
Keywords
Feedback: Feedback, in simple terms, is the communication of
feelings and perceptions by an individual to another individual
about the latter’s behaviour and style of working.
Interpersonal Feedback: The feedback in this sense is not
merely communication of impression by A to B, but it is
(c
establishing understanding and a trusting relationship between

two individuals.
Dissonance: A tension or clash resulting from the combination of
two disharmonious or unsuitable elements.
Aggression: The action of attacking without provocation.
151
Empathy: The ability to understand and share the feelings of
Notes
S
other.
___________________
___________________
1. Define the term feedback and state its significance.
___________________
2. Explain the functions of a communication feedback.
___________________
PE
3. Explain the process of interpersonal feedback.
___________________
4. How is feedback made effective?
___________________
___________________
Further Readings
___________________
Books ___________________
Books.
Publishing House.
)U
Web Readings
http://www.managementstudyguide.com/feedback_communication.
htm
http://smallbusiness.chron.com/role-feedback-communication-
33279.html
(c
(c
)U
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S
UNIT 13: Body Language
Unit 13
153
Notes
S
Activity
Activity
Body Language
___________________
……………
Write an article for a leading
magazine on non-verbal
___________________
communication.
___________________
Objectives
___________________
topics: ___________________
PE
Non-verbal Communication ___________________
Components of Body Language ___________________

The Vocabulary of Body Language ___________________
Observing and understanding Body Language ___________________
Ten non-verbal Communication Tips
___________________
Introduction
Its one thing to know how to rein in (or let loose with) your body
language; it’s another to understand how the way you dress affects
your Non-verbal communication. Not only is clothing one of the
)U
first things other people notice about you — one of those facets of
appearance that’s up for judgment — what you’re wearing (and
how you wear it) can also affect the way you feel about yourself,
which in turn affects the way you present yourself to others and
the way they interpret your body language.
Non-verbal Communication
It's well known that good communication is the foundation of any
successful relationship, be it personal or professional. It's
important to recognize, though, that it's our Non-verbal
communication—our facial expressions, gestures, eye contact,
posture, and tone of voice—that speak the loudest. The ability to
understand and use Non-verbal communication, or body language,
is a powerful tool that can help you connect with others, express
(c
what you really mean, and build better relationships.

When we interact with others, we continuously give and receive
wordless signals. All of our Non-verbal behaviours—the gestures
we make, the way we sit, how fast or how loud we talk, how close
we stand, how much eye contact we make—send strong messages.
154 These messages don't stop when you stop speaking either. Even
Notes when you're silent, you're still communicating Non-verbally.
S
___________________
Oftentimes, what comes out of our mouths and what we
___________________ communicate through our body language are two totally different
___________________ things. When faced with these mixed signals, the listener has to
choose whether to believe your verbal or Non-verbal message, and,
___________________
in most cases, they're going to choose the Non-verbal because it's a
___________________ natural, unconscious language that broadcasts our true feelings
PE
___________________ and intentions in any given moment.
___________________ The way you listen, look, move, and react tells the other person
___________________
whether or not you care, if you’re being truthful, and how well
you’re listening. When your Non-verbal signals match up with the
___________________
words you’re saying, they increase trust, clarity, and rapport.
___________________ When they don’t, they generate tension, mistrust, and confusion.
If you want to become a better communicator, it’s important to
become more sensitive not only to the body language and Non-
verbal cues of others, but also to your own.
Non-verbal Communication Cues can Play Five Roles

Following are the five roles in Non-verbal communication:
)U
z Repetition: They can repeat the message the person is
making verbally.
z Contradiction: They can contradict a message the individual
is trying to convey.
z Substitution: They can substitute for a verbal message. For
example, a person's eyes can often convey a far more vivid
message than words do.
z Complementing: They may add to or complement a verbal
message. A boss who pats a person on the back in addition to
giving praise can increase the impact of the message.
z Accenting: They may accent or underline a verbal message.
Pounding the table, for example, can underline a message.
(c
The Importance of Body Language in Business

It is estimated that more than half the meaning of our
communication is transmitted through body language. Before we
created words to communicate with each other, we used
movements and gestures to communicate what we wanted.
155
Our body language sends a message to the person we’re talking to,
Notes
S
saying things like: “I’m bored and uninterested,” or “I’m interested
and excited to be here” for example. No matter what words you ___________________
use, your body language will always give you away. The body ___________________
doesn’t lie.
___________________
Finishing the Sentence ___________________
Just as we can’t form a verbal sentence with just one word (except ___________________
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for “go”), the meaning of a conversation can’t be derived simply ___________________
from one bit of body language. We must look at the entire non-
___________________
verbal communication to complete the sentence and read the
___________________
message correctly.
___________________
So what kind of things can you do to ensure that a positive
message is being conveyed? ___________________
z Maintain eye contact: Good eye contact shows that you are
interested, connected and comfortable. When talking to a
group, scan the room (slowly) so that you’re making eye
contact with everyone. Avoid looking at just one person!
z Smile, it’s catchy: A relaxed smile shows your warmth and
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comfort and creates an upbeat, positive atmosphere. It shows
you are interested and inviting conversation. A frown on the
other hand makes you appear tense and standoffish. And
besides that — smiling is contagious!
z Stand tall: When you stand, keep your back straight, your
shoulder back and your head up. This will show that you are
at ease in the situation. If you are slouching, with your arms
folded across your chest, you are giving the impression that
you are tired, defensive and uninterested.
z Talk to the hand: Lots of people talk with their hands. If
you’re one of those people, I’d advise you to be aware of your
own hand movements. Do you scratch your nose, your ear or
your eyes when speaking? All these can be a sign of deception.
(c
Other hand movements to avoid include: pointing fingers,

wringing your hand, knuckle cracking, picking your
fingernails, or playing with your pocket change. You’re going
to come across as being distracted or nervous. Keep your
hands at your side, or place in your lap if you don’t know what
to do with them. Steepling the hands is a sign of high
confidence.
156
Rubbing the chin or placing the hand under the chin with one or
Notes
S
Activity two fingers on the cheek is a sign of contemplation or evaluation.
___________________
Discuss within your group the Not sure what you’re “saying” with your body language? One way
basic components of body
___________________
language. to find out is to evaluate yourself in the mirror – or videotape
___________________ yourself having a conversation with someone. Ask yourself “How
would I view someone who looks, talks, and acts as I do?” Then,
___________________
adjust accordingly!
___________________
PE
___________________
Check Your Progress
Fill in the blanks:
___________________
___________________ 1. Rubbing the chin or placing the hand under the chin
with one or two fingers on the cheek is a sign of
___________________
………………….. or ………………….
___________________
2. No matter what words you use, your …………………..
will always give you away.
Components of Body Language

There are many different components of Non-verbal
communication. Together, the following Non-verbal signals and
)U
cues communicate your interest and investment in others.
Facial Expressions
The human face is extremely expressive, able to express countless
emotions without saying a word. And unlike some forms of Non-
verbal communication, facial expressions are universal. The facial
expressions for happiness, sadness, anger, surprise, fear, and
disgust are the same across cultures.
Body Movements and Posture

Consider how your perceptions of people are affected by the way
they sit, walk, stand up, or hold their head. The way you move and
carry yourself communicates a wealth of information to the world.
This type of Non-verbal communication includes your posture,
(c
bearing, stance, and subtle movements.
Gestures
Gestures are woven into the fabric of our daily lives. We wave,
point, beckon, and use our hands when we’re arguing or speaking
animatedly—expressing ourselves with gestures often without
thinking. However, the meaning of gestures can be very different 157

across cultures and regions, so it’s important to be careful to avoid Notes
S
misinterpretation. ___________________
Eye Contact ___________________
Since the visual sense is dominant for most people, eye contact is ___________________
an especially important type of Non-verbal communication. The ___________________

way you look at someone can communicate many things, including
___________________
PE
interest, affection, hostility, or attraction. Eye contact is also
___________________
important in maintaining the flow of conversation and for gauging
the other person’s response. ___________________
___________________
Touch
___________________
We communicate a great deal through touch. Think about the
messages given by the following: a weak handshake, a timid tap on ___________________
the shoulder, a warm bear hug, a reassuring slap on the back, a

patronizing pat on the head, or a controlling grip on your arm.
Space
Have you ever felt uncomfortable during a conversation because
the other person was standing too close and invading your space?
)U
We all have a need for physical space, although that need differs
depending on the culture, the situation, and the closeness of the
relationship. You can use physical space to communicate many
different Non-verbal messages, including signals of intimacy and
affection, aggression or dominance.
Voice
It’s not just what you say; it’s how you say it. When we speak,
other people “read” our voices in addition to listening to our words.
Things they pay attention to include your timing and pace, how
loud you speak, your tone and inflection, and sound that convey
understanding, such as “ahh” and “uh-huh.” Think about how
someone's tone of voice, for example, can indicate sarcasm, anger,
affection, or confidence.
(c
Check Your Progress

Fill in the blanks:
1. The human face is extremely expressive, able to express
countless ………………. without saying a word.
Contd…
158
2. Eye contact is also important in maintaining the flow of
Notes
S
Activity ……………………. and for gauging the other person’s
___________________
Prepare a collage on response.
vocabulary of body language.
___________________
___________________ The Vocabulary of Body Language

___________________ Body language, unlike spoken language, is inexact; so you have to
___________________ be careful about how you interpret it. A certain movement or facial
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___________________
expression may be quite meaningful, or it may mean nothing at all.
As a starting point, the following sections provide you with some
___________________
common body language terms and their generally-accepted
___________________ meanings.
___________________
Positive Body Language
___________________
Positive body language is generally quite reliable as an indicator of
a person's feelings. It signals interest in the other person and in
the conversation.
z Relaxed posture: Comfortably seated, relaxed breathing, no
visible stiffness or abrupt movements. These indicate no major
barriers to communication.
)U
z Arms relaxed: Uncrossed arms and hands open (palms up or
otherwise visible to the other person) are signs of openness.
z Good eye contact: Looking in the other person's eyes,
particularly when they are speaking, indicates interest in that
person. Proper eye contact involves looking away occasionally
to avoid staring.
z Nodding agreement: When nods are used to punctuate key
things the other person has said, they signal agreement,
interest and understanding. However, continual unconscious
bobbing of the head usually indicates that the listener is
tuning out.
z Taking notes: Shows interest and involvement, particularly if
notes are on what the other person is saying.
(c
z Smiling/adding humour: This is a very positive sign. It

signals a warm personal relationship.
z Leaning closer: Reducing the distance between two people,
particularly when the other person is speaking. Indicates
interest is up and barriers are down.
159
z Gesturing warmly: Talking with hands, particularly with
Notes
S
palms open, indicates involvement in the conversation and
openness to the other person. ___________________
For all of these positive gestures, moderation is the rule. When ___________________
they are exaggerated, they can become more negative than ___________________
positive.
___________________
Negative Body Language ___________________
PE
Negative body language is somewhat less reliable as an indicator ___________________
of the person's comfort with the current conversation than positive ___________________
body language. Actions that are generally considered negative may
___________________
just be a matter of comfort for this person, may indicate that the
person is tired, or may result from other matters that are weighing ___________________
on this person's mind. ___________________
z Body tense: Stiffness, wrinkled brow, jerky body motion, and

hands clasped in front or palms down on the table. These can
indicate concern with the topic or dealing with the other
person.
z Arms folded in front - Creates a barrier; can express
)U
resistance to what is being said.
z Hand on face - A hand over one's mouth is a closed gesture.
Leaning on one's elbow with the chin in the hand can
communicate boredom.
z Fidgeting - Moving around a lot, playing with things and
drumming fingers are usually a sign of boredom, nervousness
or impatience.
z Arms behind head, leaning back - In a well-established
relationship this can be a relaxed gesture. In a new
relationship, it is often used to express a desire for control or
power.
z Yawning - Boredom, confusion. The other person is talking
too much or in too much technical detail.
(c
z Impatience - Trying to interrupt what the other person is

saying, opening one's mouth frequently as if to speak.
z Distraction - Eyes flicking about, blank stares, flipping
through literature without really reading it, looking at others
in the office, looking at the person's body or clothing.
160
z Leaning away - Avoiding moving closer, even when
Notes
S
Activity something is handed to the person, is strongly negative.
___________________
Write a report on observing
body language. z Negative facial expressions - These include shaking head,
___________________
eyes narrowed, scowling, frowning.
___________________
___________________
Check Your Progress
True or False:
___________________
PE
___________________
1. Positive body language is somewhat less reliable as an
indicator of the person's comfort with the current
___________________
conversation than negative body language.
___________________
2. A hand over one's mouth is a closed gesture.
___________________
___________________ Observing Other's Body Language

From the moment you greet the person, observe their body
language. At the beginning of the meeting, it is normal for people
to appear somewhat reserved or nervous. If this is a new
relationship, the person may not be ready to trust you yet. As the
meeting progresses, the person should normally warm up and
begin to display more open body language. Pay particular attention
)U
to any changes in the person’s body language, both positive and
negative. Positive moves are buying signals - you are on the right
track and should keep going in the direction where you are headed.
Negative moves are objections. They mean that you and the person
are beginning to diverge. Stop the track you are on and get back in
synch with the person:
z If the person’s body language is expressing discomfort or
disagreement with what you are saying, you need to uncover
the basis for the persons discomfort and restore the positive
track.
z If the person is dropping out of the conversation, it is time to
stop talking and ask an open-ended question to get the person
involved again. The more the person has drifted from the
(c
conversation, the more you must go back to the persons goals

and background - something the person knows a lot about
and cares about.
Transitions Count More Than Positions 161

Notes
As a rule of thumb, individual body positions or movements are
S
frequently meaningless. Some people's faces form a smile or a ___________________
frown more naturally than a neutral expression. Some people lean ___________________
on their hand all the time; others never do it. Some people can't sit
___________________
in a chair for more than a few minutes without crossing their
arms; others sit erect with their hands at their sides. What is ___________________
meaningful, however, is a transition from one body position to ___________________
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another. If a person spends the entire meeting leaning forward,
___________________
that may be just comfort. But if the same person starts out leaning
___________________
back and then gradually moves forward as the meeting progresses,
that's non-verbal communication. ___________________
___________________
Combinations Count More Than Individual Gestures
___________________
Body language is more meaningful when several expressions take
place at the same time. For example, the combination of leaning
forward, nodding and smiling is a strong indication of agreement
and openness. Most meaningful is a matched set of gestures which
also agrees with what the person is saying.
Understanding Body Language

)U
According to various researchers, body language is thought to
account for between 50 to 70 percent of all communication.
Understanding body language is important, but it is also essential
to remember to note other cues such as context and to look at
signals as a group rather than focusing on a single action. Learn
more about some of the things to look for when you are trying to
interpret body language.
Knowing how to read body language is a useful communication
skill. So it is necessary to know how to use it. There are two basic
groups of body language postures: OPEN/CLOSED and
FORWARD/BACK
Open/Closed is the most obvious. People with arms folded and
legs crossed and bodies turned away are signalling that they are
(c
rejecting messages. People showing open hands, fully facing you

and both feet planted on the ground are accepting them.
Forward/Back indicates whether people are actively or passively
reacting to communication. When they are leaning forward and
pointing towards you they are actively accepting or rejecting the
message. When they are leaning back, looking up at the ceiling,
162 doodling on a pad, cleaning their glasses they are either passively
Notes absorbing or ignoring it.
S
___________________
The posture groups combine to create four basic modes: responsive,
___________________ reflective, combative and fugitive.
___________________
Responsive
___________________
In responsive mode, OPEN/FORWARD the person is actively
___________________ accepting. This is the time to close the sale, ask for agreement, and
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___________________ demand a concession. Things are to watch for when you or someone
else is in the fugitive state.
___________________
___________________ ENGAGED leaning forward, open body, open arms, open hands
___________________ EAGER (sprint position), open legs, feet under chair, on toes,
leaning forward
___________________
READY TO AGREE closes papers, pen down, hands flat on table
Reflective
In reflective mode, OPEN/BACK, people are interested and
receptive but not actively accepting. Trying to close the sale or
asking for agreement now may drive them away into fugitive
)U
mode. This is the time to present further facts and incentives. It
may also be a good time to keep quiet and let them think. Things
are to watch for when you or someone else is in the fugitive state.
LISTENING head tilted, lots of eye contact, nodding, high blink
rate
EVALUATING sucks glasses/pencil, strokes chin, looks up & right,
legs crossed in 4 pos (ankleonknee)
ATTENTIVE (standing) arms behind back, smile, and open feet
Fugitive
In fugitive mode, CLOSED/BACK, people are trying to escape
physically through the door or mentally into boredom. This is the
time to spark interest in any way you can, even irrelevant to the
(c
message. Things are to watch for when you or someone else is in

the fugitive state.
DEFENSIVE (standing) will see feet pointing in, hands clenched
BORED staring into space, slumped posture, doodling, foot tapping
LET ME GO feet towards door, looking around, buttoning jacket
163
REJECTION sitting/moving back, arms folded, legs crossed 11 pos
Notes
S
(thigh on knee), head down, and frown Activity
___________________
Prepare a poster with pictures
Combative on non-verbal communication
tips.___________________
Finally, in combative mode, CLOSED/FORWARD, there is active
___________________
resistance. This is the time to defuse anger, avoid contradiction
___________________
and outright argument and to steer them into reflective mode.
Things are to watch for when you or someone else is in the ___________________
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Combative state. ___________________
LET ME SPEAK finger tapping, foot tapping, staring ___________________
AGGRESSIVE leaning forwards, finger pointing, fists clenched ___________________
DEFIANT (standing), hands on hips, frown ___________________
LYING touches face, hand over mouth, pulls ear, eyes down, ___________________
glances at you, shifts in seat, looks down and to left.
Check Your Progress

Fill in the blanks:
1. Body language is more meaningful when several
…………………….. take place at the same time.
)U
2. Some people can't sit in a chair for more than a few
minutes without ………………. their arms, others sit
erect with their hands at their sides.
Ten Non-verbal Communication Tips

Good communication skills can help you in both your personal and
professional life. While verbal and written communication skills
are important, research has shown that Non-verbal behaviours
make up a large percentage of our daily interpersonal
communication. How can you improve your Non-verbal
communication skills? The following top ten tips for Non-verbal
communication can help you learn to read the Non-verbal signals
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of other people and enhance your own ability to communicate

effectively.
Pay Attention to Non-verbal Signals

People can communicate information in numerous ways; so pay
attention to things like eye contact, gestures, posture, body
movements, and tone of voice. All of these signals can convey
164 important information that isn't put into words. By paying closer
Notes attention to other people's unspoken behaviours, you will improve
S
___________________ your own ability to communicate Non-verbally.
___________________
Look for Incongruent Behaviours
___________________
If someone's words do not match their Non-verbal behaviours, you
___________________ should pay careful attention. For example, someone might tell you
___________________ they are happy while frowning and staring at the ground. Research
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has shown that when words fail to match up with Non-verbal
___________________
signals, people tend to ignore what has been said and focus instead
___________________ on unspoken expressions of moods, thoughts, and emotions.
___________________
Concentrate on Your Tone of Voice When Speaking
___________________
Your tone of voice can convey a wealth of information, ranging
___________________
from enthusiasm to disinterest to anger. Start noticing how your
tone of voice affects how others respond to you and try using tone
of voice to emphasize ideas that you want to communicate. For
example, if you want to show genuine interest in something,
express your enthusiasm by using an animated tone of voice.
Use Good Eye Contact

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When people fail to look others in the eye, it can seem as if they
are evading or trying to hide something. On the other hand, too
much eye contact can seem confrontational or intimidating. While
eye contact is an important part of communication, it's important
to remember that good eye contact does not mean staring fixedly
into someone's eyes. How can you tell how much eye contact is
correct? Some communication experts recommend intervals of eye
contact lasting four to five seconds.
Ask Questions about Non-verbal Signals

If you are confused about another person's Non-verbal signals,
don't be afraid to ask questions. A good idea is to repeat back your
interpretation of what has been said and ask for clarification. An
example of this might be, "So what you are saying is that..."
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Use Signals to Make Communication More Effective and

Meaningful
Remember that verbal and Non-verbal communication work
together to convey a message. You can improve your spoken
communication by using body language that reinforces and
supports what you are saying. This can be especially useful when 165
making presentations or when speaking to a large group of people. Notes
S
___________________
Look at Signals as a Group
___________________
A single gesture can mean any number of things, or maybe even
nothing at all. The key to accurately reading Non-verbal behaviour ___________________
is to look for groups of signals that reinforce a common point. If ___________________

you place too much emphasis on just one signal out of many, you
___________________
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might come to an inaccurate conclusion about what a person is
___________________
trying to communicate.
___________________
Consider Context
___________________
When you are communicating with others, always consider the
___________________
situation and the context in which the communication occurs.
Some situations require more formal behaviours that might be ___________________
interpreted very differently in any other setting. Consider whether

or not Non-verbal behaviours are appropriate for the context. If
you are trying to improve your own Non-verbal communication,
concentrate on ways to make your signals match the level of
formality necessitated by the situation.
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Be Aware That Signals Can be Misread
According to some, a firm handshake indicates a strong personality
while a weak handshake is taken as a lack of fortitude. This
example illustrates an important point about the possibility of
misreading Non-verbal signals. A limp handshake might actually
indicate something else entirely, such as arthritis. Always
remember to look for groups of behaviour. A person's overall
demeanour is far more telling than a single gesture viewed in
isolation.
Practice, Practice, Practice

Some people just seem to have a knack for using Non-verbal
communication effectively and correctly interpreting signals from
others. These people are often described as being able to "read
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people." In reality, you can build this skill by paying careful

attention to Non-verbal behaviour and practicing different types of
Non-verbal communication with others. By noticing Non-verbal
behaviour and practicing your own skills, you can dramatically
improve your communication abilities.
166
Check Your Progress
Notes
True or False:
S
___________________
1. A limp handshake might actually indicate something
___________________
else entirely, such as arthritis.
___________________
2. The key to accurately reading verbal behaviour is to
___________________ look for groups of signals that reinforce a common
___________________ point.
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___________________
Summary
___________________
___________________ Body language impacts a great deal of how we communicate, and

can reflect quite accurately what's going on inside us.
___________________
Body language includes body movements and gestures (legs, arms,
___________________
hands, head and torso), posture, muscle tension, eye contact, skin
colouring (flushed red), even people's breathing rate and
perspiration. Additionally, the tone of voice, the rate of speech and
the pitch of the voice all add to the words that are being used.
It is important to recognize that body language may vary between
individuals, and between different cultures and nationalities. It is
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therefore essential to verify and confirm the signals that you are
reading, by questioning the individual and getting to know the
person.
Lesson End Activity

Create a multiple choice quiz on the topic body language.
Keywords
Distraction: A thing that prevents someone from giving full
attention to something else.
Eye-contact: The state in which two people are aware of looking
directly into one another's eyes.
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Nodding: Lower and raise one's head slightly and briefly, esp. in
greeting, assent, or understanding, or to give someone a signal.
Yawning: Involuntarily open one's mouth wide and inhale deeply
due to tiredness or boredom.
Questions for Discussion 167

Notes
S
1. What is Body Language?
___________________
2. Is body language an insignificant part of human
___________________
communication? Give reasons in support of your answer.
___________________
3. Think about what happens when you are talking to someone.
What messages would the following send? ___________________
___________________
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(a) Standing with your hands on your hips
___________________
(b) Putting your hands in your pockets
___________________
(c) Crossing your arms
___________________
(d) Clasping your hands behind your back
___________________
(e) Twiddling with your hair
___________________
(f) Looking at the floor
(g) Standing sideways while talking to them
4. Explain the concepts of positive and negative body language.
Further Readings
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Books
Books.
Publishing House.
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Web Readings
http://www.mindtools.com/pages/article/Body_Language.htm
http://aghelpwanted.uwagec.org/BookPDF/CH6021.pdf
http://www.assoa.nt.edu.au/MATERIALS/ppd/body_language.pdf
168
http://psychology.about.com/od/Non-
Notes
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verbalcommunication/ss/understanding-body-language.htm
___________________
http://www.psikiyatr.com/other/psychologybodylanguage.pdf
___________________
___________________
___________________
___________________
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___________________
___________________
___________________
___________________
___________________
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UNIT 14: Speech Presentation
Unit 14
169
Notes
S
Speech Presentation
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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\ Role of Communication in Speech Presentation ___________________
\ Steps involved in Speech Presentation ___________________

\ The Criteria for a Successful Opening ___________________
___________________
Introduction ___________________
Though talking informally is most common among people and is

loved by all, most people feel uncomfortable in presenting a formal
speech; Reason being lack of skills to speak in Public. There are
various occasions when one has to face the public and express his
or her views/ideas. With efforts, we can improve our ability with
respect to Public Speaking. We can do this by learning effective
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techniques of public speaking. Then we may put these techniques
into practice.
Public speaking is a form of communication in which a person
speaks face-to-face to a relatively large audience. In public
speaking, the speaker speaks in a fairly continuous manner.
Further, the focus of the event seems to be on a single product,
which is the speech itself. Those who communicate with large
audiences most effectively, however, recognize that they are
involved more with a process than simply with a product.
Managers have to be involved in Public Speaking many a time. A
manager has to acquire very good oral communication skills as
there are many occasions when a manager has to give speeches.
These may be:
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z In meetings
z In Conferences/Seminars
z General gathering/Informal gathering of organization
members.
170
Notes Role of Communication in Speech Presentation
S
Activity
___________________
Discuss within your group the To deliver an effective presentation or speech, an individual has to
role of communication in
___________________
take care of his communication and it has to be really impressive
speech presentation.
and effective. No one will really take the pains to listen to your
___________________
ideas unless and until your communication is effective and
___________________ impressive. Only speaking is not the solution, how you deliver your
___________________ presentation or speech is more important and thus should be taken
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good care of.
___________________
Never deliver your presentation in a noisy area: It would
___________________
distract the audience and they would never be able to concentrate
___________________
on your presentation and thus nullifying its effect. Prefer a
___________________ conference room or the board room with pin drop silence for the
___________________ same. It is the prime responsibility of every member in the
audience as well as the speaker to keep their mobiles in the silent
mode. The speaker must also be very careful about his dressing.
Your dress code must be formal with light colours. Wear a formal
tie, shoes must be polished and avoid wearing bracelets or any
other jewellery as the clattering sound can act as a disturbing
element. Never be shabby or adopt a casual approach. Look your
best on the day of the presentation.
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Speak clearly and convincingly and do take care of your
accent: Communicate in the most convincing and impressive way.
Carefully convert your thoughts into content. The content has to be
very sensible, related to the topic and above all conveys your
information in the best possible way. Your words have to instantly
hit the audience and have a long and a lasting impression on them.
Take care how you speak. Don’t keep half of your words in your
mouth or stammer. Don’t forget to take pauses in between slides.
You can also include some light jokes in between to break the
monotony.
The best possible way to keep the last bench audience awake
is to reach out to them also: Don’t just speak for the person
sitting under your nose. The tone has to be loud enough so that
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everyone is able to hear you properly and above all understand you
well. Speak slowly with the desired expressions. Don’t rush. Keep
your presentation interactive and ask lots of questions from the
audience - a very simple way to find out whether they are attentive
or not.
171
It is not only the verbal communication which is important but
Notes
S
also the non verbal communication which should never be ignored.
___________________
Your facial expressions must be in tune with the content. If your
slides indicate that you have over achieved your target a particular ___________________
month, smile. Never smile if there is a dip in your performance in ___________________

the next slide. Look positive and promising. Learn how to keep a
___________________
check on your emotions.
___________________
PE
Take care of your postures, hand movements as well. Stand
___________________
straight and never fiddle with a pen or play with your tie. It
reflects your nervousness and works against you. Don’t chew nails ___________________
in between or yawn. It is a strict NO-NO in presentations or any ___________________

formal meetings. Maintain an eye contact with your audience for
___________________
that BANGON Effect.
___________________
Always keep some time for the question answer round in the
end: The listeners must also not jump in between with their
questions as it can spoil the momentum of the presentation. Wait
for the right moment. You must appreciate the hard work the
speaker has put in preparing the presentation. Jot down your
questions and always ask them once the presentation is over. The
speaker must not ignore the smallest detail before the
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presentation, but if he is unable to answer any question he should
handle the situation very smartly. Don’t start sweating, be
confident and answer them later. The listeners should also never
criticize or make fun of the speaker. He is also a human being and
can make mistakes. Give the speaker a proper feedback and do
applaud him once he is through with his presentation. He will feel
elated.
The content and your communication skills go hand in hand to
create an effective presentation. Don’t be too conscious, just being
yourself, practice well and give your best and you will never fail to
create wonders.
Check Your Progress

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Fill in the blanks:

1. Only speaking is not the solution, how you ……………..
your presentation or speech is more important.
2. Keep your presentation …………………. and ask lots of.
questions from the audience.
172
Notes Steps Involved in Speech Presentation
S
Activity
___________________
Make a flow chart of Following steps are involved in a general speech presentation:
steps involved in speech
___________________
presentations. Selection of the Topic
___________________
The speaker’s first step in formal speech making is to determine
___________________ the purpose and topic of his presentation. In some cases, he is
___________________ assigned a topic, usually one within his area of specialization. In
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fact, when he is asked to make a speech on a specified topic, it is
___________________
likely to be his expert knowledge in that area. If the speaker is not
___________________ assigned a topic, he must find one on his own. In his search for a
___________________ suitable topic, he is to be guided by three basic factors:
___________________ z Background and Knowledge
___________________ z Interest of his Audience
z Purpose of the Speech: Purpose of the speech can be:
To inform or instruct
To persuade
To encourage
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To entertain
Audience Analysis
One requirement of making a good speech is to know about the
kind of audience available for the speech. The content and manner
of presentation of speech will depend upon the kind of audience
and their attributes like education, qualification, age, etc. The
speaker should study his audience before and during the
presentation in the manner narrated below:
Preliminary Analysis
In analyzing the audience before the speech, the speaker should
research for the audience’s characteristics that will affect his
presentation. For example, size of audience is likely to influence
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how formal or informal the speaker has to make his speech.

(As a rule, large audiences require more formality.) The audience’s
personal characteristics also can affect how to make his speech.
Characteristics such as age, sex, education, experience, and
knowledge of subject matter can determine how a speaker presents
his message: choice of words, need for illustrations, and level of 173
details required. The speaker should adapt his speeches to his Notes
S
target audiences. ___________________
Analysis during Presentation ___________________
___________________
The audience analysis should continue as the speaker starts
making the speech. This is also called as feedback phase. This ___________________
phase of audience analysis gives the speaker information about ___________________
PE
how a listener is receiving his words. With this information, he can
___________________
adjust his presentation to improve the communication result. The
eyes and ears of the speaker will help him to get this feedback ___________________
information. Following is the check list, which may help the ___________________
speaker to analyse the audience during the presentation: ___________________
z Facial expressions of the audience will tell him how the ___________________
listeners are reacting to the message.
z From smiles, blank stares and movements he will get an
indication of whether they understand or agree with the
message.
z From their sounds or silence, he can guess whether they are
listening.
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z If questions are being asked by the audience in order, the
speaker can learn how the message is coming across.
By being alert, the speaker can learn much from his audience and
direct his speech accordingly.
Researching the Topic

After the purpose of the speech is determined, the speaker should
gather the information, which will form the basis of his speech. He
may select the main ideas and then gather additional information
that will be in support of the core idea. In some cases, this involves
mentally and logically searching supporting experience for idea
development. Sometimes he will have to conduct primary research
in the library or in the company records. With some topics, he may
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need to consult colleagues or people from other companies. This list

of core ideas may be gathered in a haphazard or disorganized
manner. Later the workable ideas can be developed into a unified
theme. In short, he has to do whatever is necessary to get the
information he needs, he must be ready to begin organizing his
speech.
174
Once the speaker decides on a topic for presentation, he can
Notes
S
determine the main points that will serve as the basis of his
___________________
speech. He can discover what they might be by simply asking
___________________ himself some questions about his presentation topic. This kind of
___________________ research on the topic and his audience will help the speaker to
draft the speech and make an impressive presentation before his
___________________
target audience.
___________________
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___________________
Planning and drafting the Speech
A clear vision of his objective and a good amount of research on the
___________________
topic will help the speaker to gather enough ideas to plan and draft
___________________
his speech.
___________________
When preparing for a public speech, each speaker should consult a
___________________ wide variety of sources. When the research has been completed,
the speaker should organize all the information, arguments, and
evidence into a complete outline. Its purpose is to help the speaker
to understand both sides of the speech issue. It also serves as a
source of the specific information, which the speaker will include in
the outline for his or her public speeches.
Although variations are sometimes appropriate, usually he should
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follow the time-honoured order in planning the speech:
z Introduction
z Body
z Conclusion
Organizing the speech

Organizing the body of his speech is much like organizing the body
of a report. The speaker takes the whole and divides it into
comparable parts. Then he takes these parts and divides them. He
continues to divide as far as it is practical to do so. In speeches,
however, he is more likely to use factors as the basis of division
than time, place or quantity. The reason is that in most speeches,
his presentation is likely to build around issues and questions that
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are subtopics of the subject. Even so subdivisions like time, place,

and quantity are possibilities. After preparing a brief of a
presentation, the speaker is ready to begin preparation for
presenting it. The speaker will organize his preparation and
presentation of speech on the following line:
175
1. On the basis of his own knowledge and interests, does he still
Notes
S
think the topics that he has selected will be interesting to the
listeners and engaging to them? This time ensure that the ___________________
listener likes the topic. ___________________
2. If this is the first time the speaker has done research or if he ___________________
has little knowledge of the topic, he will begin by reading some
___________________
general information, taken from an encyclopaedia or magazine
___________________
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article. If he knows or can think of any person(s) who has
specialized knowledge about the topic, he must try to interview ___________________
them. Specific notes are taken on what he reads and learns. ___________________
3. On a piece of paper, the speaker should write his presentation ___________________

draft. Therefore, he must review it for the speech. Perhaps, it
___________________
is something completely new from what he has already known
___________________
or spoken on. That doesn’t matter. What does matter is that it
is truly the essence of what the speaker wants his audience to
get from the speech.
4. Below his presentation draft, he writes several questions about
it, leaving space under each question for an answer.
Remember that if this speech is informative, he will primarily
ask what and how questions. If his speech is persuasive, he
)U
will ask more of why questions.
5. Now the speaker must answer each of these questions. These
answers will provide him with the key points or major
elements. Later on, this will from the basis of his speech.
6. When he has completed his presentation of the whole speech
and main points, it should be shared with a partner or a small
group. If not, revise them as necessary.
7. In the end, the speaker should speak the main points of his
presentation draft.
8. He needs to completely prepare his speech by carefully crafting
his conclusions. He should wrap up his ideas and give his
audience a sense of completion. It should emphasize his main
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idea – his thesis – and summarize the main points, which he

has made.
Presenting the speech (verbal and non-verbal)

A well prepared speech can go waste if it is not presented well. The
success of all the efforts put in by the Speaker depends on how
176 skilfully he presents it. At this time, he will need to decide on his
Notes method of presentation. There are three methods or ways of
S
___________________ presenting a speech – presenting it extemporaneously, or by
reading it, or by memorizing it. Ways of delivering the Speech may
___________________
be:
___________________
z Extemporaneous presentation
___________________
z Memorized presentation
___________________
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z Presentation by reading
___________________
___________________
Using any of these methods of presenting the speech, the speaker
also has to be aware of how his audience is reacting towards his
___________________
speech. As has already been discussed in the section about
___________________ Audience Analysis, the speaker’s eyes and ears will give him
___________________ feedback information. For example, facial expressions of the
audience members will tell him how they are reacting to his
message. From smile, blind stares and movements, the speaker
will get an indication whether the listeners understand or agree
with his message. Wording includes non-verbal content.
Developing Confidence and Overcoming Fear

All steps narrated above regarding speech presentation will not
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give any results if the speaker has the fear to face the audience.
The speaker observes some signs of discomfort like increase in the
Heart Rate, rise in the blood pressure, rise in the body
temperature, shivering of legs and hands, fumbling of words,
sweating of palms. These are signs of nervousness and lack of self
confidence. The reviews should help him to pinpoint the problem
areas and give him some practical suggestions to overcome them.
Strategies to Overcome Stage Fear

Fear is the manifestation of our own mind. A feeling that one
knows the subject matter better than anyone else, a feeling that he
is in charge, infuses enough confidence in the speaker to overcome
fear. Some strategies to overcome stage fear are as follows:
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z Know your subject well

z Rehearse several times
z A Pre-check the equipment
z Carry the notes
z Move during the speech
177
z Breathe deeply and slowly before speaking
Notes
S
Activity
z Maintain poise and enthusiasm
___________________
Create an interactive white
It is important to remember that although these are parts of a board activity that gets the
___________________
other students on the criteria
process, there are no specific steps to follow in exact order. for a successful opening.
___________________
Ordinarily, the speaker will not begin with one, finish that part, go
on to two, finish that, and so on to six. Instead, he might begin by ___________________
analyzing the audience, than choose a tentative topic and purpose, ___________________
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do some planning and research, narrow the topic, think of a good
___________________
idea for an introduction and write out a draft of it, go back and
analyze the audience. Once again more carefully, do some more ___________________
research, and so on. ___________________
___________________
Check Your Progress
___________________
Fill in the blanks:
1. The three ways of presenting a speech are
........................ , ........................ and .........................
2. The three important parts of a speech are
........................, ........................ and .........................
3. .............................. during the speech holds the attention
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of the audience and helps the speaker to release stress.
The Criteria for a Successful Opening

Successful speech openings meet four criteria:
1. Get the attention of the audience. A listener’s attention
needs to be refocused away from any distractions and toward
the speaker. A good beginning draws the audience’s attention
to the speaker and the presentation.
2. Introduce the topic. The beginning of a speech should
indicate what the speaker will be talk¬ing about and why the
audience should be interested in it. When listeners understand
the topic and how they will benefit from listening to a speech,
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they will immediately pay close attention.

3. Establish rapport. The audience will be more receptive to
the speaker and the message if the speaker appears friendly
and interested in them and shows personal interest in the
subject. Effective ways to establish rapport with an audience:
Smile.
178
Show enthusiasm.
Notes
S
___________________
Make eye contact.
___________________ 4. Take less than five to 10 percent of the entire speech

time. The majority of the time should be spent focused on the
___________________
body of the speech.
___________________
PE
___________________
True or False:
___________________ 1. A good beginning draws the audience’s attention to the

speaker and the presentation.
___________________
2. One of the Effective ways is to establish rapport with
___________________
an audience.
___________________
Summary
Public speaking is a part of oral communication, which requires
specific skills to be possessed by the speaker. The speaker should
select the topic of the speech as per the requirement of the
audience, occasion and his own knowledge on the topic. The
)U
purpose of the speech may be to inform, to persuade, encourage or
to entertain. The speaker needs to analyse his audience as per the
age, gender, educational background and other factors, so that he
may prepare himself to face them. After selecting the topic, the
speaker must Research the topic, so that his knowledge on the
topic is complete. The speaker should carefully draft his speech,
after gathering all the main points through his research. The draft
of the speech is divided into: Introduction, Body and conclusion.
The speaker must organize his speech in a logical sequence and
prepare his speaking notes, manuscript and visual aids with
thorough planning. There are three ways to delivering a speech:
Reading, memorised speech and extemporaneous speech. The
speaker has to be aware about his appearance, body language,
environment, feedback of the audience, etc., while presenting his
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speech. The speaker must possess qualities like: Friendliness,

confidence, sincerity, humour and honesty to be a good speaker. In
order to overcome stage fear, the speaker must practice his speech
several times, show enthusiasm in his speech, breathe deeply
before delivering his speech and handle the queries of the audience
in an amicable manner.
179
Lesson End Activity Notes
S
___________________
Draft a speech on the topic: “Should Celebrities endorse harmful
products like colas and whisky?” ___________________
___________________
Keywords ___________________
Public Speaking: Public speaking is a form of communication in ___________________
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which a person speaks face-to-face to a relatively large audience. ___________________
In public speaking, the speaker speaks in a fairly continuous
___________________
manner.
___________________
Audience Analysis: Knowing about the kind of audience available
___________________
for the speech. The content and manner of presentation of speech
will depend upon the kind of audience and their attributes like ___________________
education, qualification, age, etc. The speaker should study his
audience before and during the presentation.
Speech Manuscript: A speech manuscript is the written
document containing the whole of the speech in a hand written or
printed form.
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1. ‘Public speaking requires special skills’. Comment.
2. What is audience analysis? How does it help the speaker?
3. There are numerous activities involved in preparing for a
speech presentation. Enumerate those activities.
4. What can be done to overcome Stage Fear?
5. State the guidelines for effective speech presentation.
Further Readings
Books
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Books.
Publishing House.
180
Notes
S
___________________
___________________
___________________
___________________
Web Readings
http://www.managementstudyguide.com/role-of-communication-in-
___________________
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presentation-speech.htm
___________________
http://www.rpi.edu/dept/lally/students/psf/beginning.pdf
___________________
___________________
___________________
___________________
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UNIT 15: Case Study
Unit 15
181
Notes
S
Case Study
___________________
___________________
___________________
Objectives
___________________
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___________________
___________________
Case Study: Barry and Communication Barriers
___________________
One common complaint employee’s voice about supervisors is
___________________
inconsistent messages–meaning one supervisor tells them one
thing and another tells them something different. Imagine you ___________________
are the supervisor/manager for each of the employees described
below. As you read their case, give consideration to how you might
help communicate with the employee to remedy the conflict.
Answer the critical thinking questions at the end of the case then
compare your answers to the Notes to Supplement Answers
section. Barry is a 27-year old who is a foodservice manager at a
casual dining restaurant. Barry is responsible for supervising and
managing all employees in the back of the house. Employees
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working in the back of the house range in age from 16 years old to
55 years old. In addition, the employees come from diverse
cultural and ethnic backgrounds. For many, English is not their
primary language. Barry is ServSafe® certified and tries his best
to keep up with food safety issues in the kitchen but he admits it’s
not easy. Employees receive “on the job training” about food safety
basics (for example, appropriate hygiene and hand washing,
time/temperature, and cleaning and sanitizing). But with high
turnover of employees, training is often rushed and some new
employees are put right into the job without training if it is a busy
day. Eventually, most employees get some kind of food safety
training. The owners of the restaurant are supportive of Barry in
his food safety efforts because they know if a food safety outbreak
were ever linked to their restaurant; it would likely put them out
of business. Still, the owners note there are additional costs for
training and making sure food is handled safely. One day Barry
comes to work and is rather upset even before he steps into the
restaurant. Things haven’t been going well at home and he was
lucky to rummage through some of the dirty laundry and find a
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relatively clean outfit to wear for work. He admits he needs a

haircut and a good hand scrubbing, especially after working on
his car last evening. When he walks into the kitchen he notices
several trays of uncooked meat sitting out in the kitchen area. It
appears these have been sitting at room temperature for quite
some time. Barry is frustrated and doesn’t know what to do. He
feels like he is beating his head against a brick wall when it
comes to getting employees to practice food safety. Barry has
Contd…
182 taken many efforts to get employees to be safe in how they handle
Notes food. He has huge signs posted all over the kitchen with these
S
words: KEEP HOT FOOD HOT AND COLD FOOD COLD and
___________________ WASH YOUR HANDS ALWAYS AND OFTEN. All employees are
given a thermometer when they start so that they can temp food.
___________________
Hand sinks, soap, and paper towels are available for employees so
___________________ that they are encouraged to wash their hands frequently.
Questions
___________________
1. What are the communication challenges and barriers Barry
___________________ faces?
PE
___________________ 2. What solutions might Barry consider in addressing each of
these challenges and barriers?
___________________
Source:http://www.extension.iastate.edu/foodsafety/toolkit/communication/Communication
___________________ CaseStudy1.pdf
___________________
___________________
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183
Notes
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___________________
___________________
___________________
___________________
___________________
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___________________
___________________
___________________
___________________
___________________
BLOCK-IV
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184
Notes
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___________________
UNIT 16: BUSINESS CORRESPONDENCE UNIT 18: MEETINGS
z ___________________
z Business Correspondence Communication
___________________ z Meetings: Meaning and Importance
z Importance of Written Communication z Purposes and Golden Rules of Meeting
___________________
z Common Components and Formats z Conducting Meetings
___________________
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z Style in Business Correspondence z Role of the Chairperson
___________________ z Participants’ Role during the Meeting
UNIT 17: REPORTS
___________________ z Essential Documents Related to Meetings
z Introduction
___________________
z Definition: Report UNIT 19: GROUP DISCUSSIONS
z ___________________
Types of Reports z Introduction
z Five W’s and One H
___________________ z Types of Group Discussions
z Report Planning z Qualities needed for Group Discussions
z Guidelines for Writing Report z Strategies for Group Discussions
z Outline of a Report
UNIT 20: CASE STUDIES
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UNIT 16: Business Correspondence
Unit 16
185
Notes
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Activity
Business Correspondence
___________________
Demonstrate the samples of a
well-written and a poorly-
___________________
written business letter.
___________________
Objectives
___________________
topics: ___________________
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Business Correspondence Communication ___________________
Importance of Written Correspondence ___________________

Common Components and Formats ___________________
Style in Business Correspondence ___________________
___________________
Introduction
Business correspondence is the communication or exchange of
information in a written format for the process of business
activities. Business correspondence can take place between
organizations, within organizations or between the customers and
the organization. The correspondence is generally of widely
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accepted formats that are followed universally.
Business Correspondence Communication

Communication – “the transfer of thought from one person to
another” is the backbone of thriving businesses today. Whether
internal or external, written or verbal, good, direct and concise
communication can ensure that the business runs smoothly earns
a professional reputation among associates and builds a loyal
client base. Communication, of the positive kind, helps boost
business productivity – a fact widely acknowledged by successful
entrepreneurs all over the world. With the passage of time,
business communications and naturally, business correspondence
have becoming increasingly instrumental in not just allowing the
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smooth running of business operations but also in finding and

retaining more clients.
As with all aspects of life, business communication and
correspondence too have a handful of etiquette rules that must be
followed to ensure positive public perceptions about oneself and
one’s business. Observing proper business etiquette, during
186 correspondence, helps in building courteous and cordial

Notes relationships that lessen chances of confrontation and
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Activity
___________________
Prepare a presentation on the misunderstandings. A well-written business letter or email
importance of written projects the impression that the writer is a serious professional
___________________
correspondence.
committed to perfection, articulate, dedicated and someone devoted
___________________
to the business he is a part of.
___________________
A well-written piece of business correspondence, even though it
___________________ might be a four-line email of acknowledgement, proves that the
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___________________ enterprise the writer is associated with is a credible venture where
professional and dedicated, clear-thinking, helpful individuals
___________________
work. It lends the organization, as well as the individual, an air of
___________________
competent professionalism – an image both the organization and
___________________ the individual stand to benefit from.
___________________ A poorly-written piece of correspondence, related with typing
errors, grammatical mistakes and stylistic slips, projects an
equally opposite impression. It proves that the writer is either
incompetent or not sufficiently educated to conduct a decent
correspondence with business associates or clients. If a poorly-
written letter is mailed to current or prospective clients, it simply
proves the carelessness of the writer, which in turn reflects badly
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on the company itself.
Check Your Progress

Fill in the blanks:
1. Observing proper business etiquette during
correspondence helps in building courteous and cordial
relationships that lessen chances of ……………………..
and …………………………
2. If a poorly-written letter is mailed to current or
prospective clients, it simply proves the
………………………. of the writer.
Importance of Written Communication

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To put it simply, written language communication is

communication by means of written symbols that is communicated
by or to or between people or groups. Thus, written communication
is the presentation of ideas or essays that make a clear point,
supply details supporting that point and demonstrate unity and
coherence of thought. The mastery of good or standard written
English and the ability to comprehend and write about information 187
acquired through reading, note-taking and listening are also Notes
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Activity
elements of written communication. The goals of every student in ___________________
Prepare the format of
written communication are to be able to write unified and coherent business letter on a chart.
___________________
essays, to have knowledge of the vocabulary and conventions of the
field, and a mastery of written English. ___________________
Successful written communication requires careful thought and ___________________
clear planning. It is clear, correct and easy to read. A plain writing ___________________
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style is easy to understand and reduces the chances of ___________________
misunderstanding and ambiguity.
___________________
Need for Written Communication ___________________
Following are the aspects when need for written communication ___________________
arises:
___________________
z Maintaining a proper relationship.
z Serves as evidence.
z Create and maintain goodwill.
z Inexpensive and convenient.
z Formal communication.
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z Independent of interpersonal skills.
Check Your Progress

Fill in the blanks:
1. Written communication is the presentation of ideas or
essays that make a clear point, supply details
supporting that point and demonstrate unity and
coherence of …………………..
2. Successful ……………….. communication requires
careful thought and clear planning.
Common Components and Formats

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The following is concerned with the mechanical and physical

details of business letters:
188
Heading
Notes
The heading contains the writer's address and the date of the
S
___________________ letter. The writer's name is not included and only a date is needed
___________________ in headings on letterhead stationery.
___________________
Inside address
___________________
The inside address shows the name and address of the recipient of
___________________ the letter. This information helps prevent confusion. Also, if the
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___________________ recipient has moved, the inside addresses helps to determine what
to do with the letter. In the inside address, include the appropriate
___________________
title of respect of the recipient; and copy the name of the company
___________________ exactly as that company writes it. When you do have the names of
___________________ individuals, remember to address them appropriately: Mrs., Ms.,
___________________
Mr., Dr., and so on. If you are not sure what is correct for an
individual, try to find out how that individual signs letters or
consult the forms-of-address section in a dictionary.
Salutation
The salutation, the "Dear Sir" of the letter, is followed by a colon
(except when a friendly, familiar, sociable tone is intended, in
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which case a comma is used). Notice that in the simplified
letter format, the salutation line is eliminated altogether. If you
don't know whether the recipient is a man or woman, traditionally
you write "Dear Sir" or "Dear Sirs" and just not worry about it.
More recently, however, salutations such as "Dear Sir or Madame,"
"Dear Ladies and Gentlemen," "Dear Friends," or "Dear People"
have been recommended. Deleting the salutation line altogether or
inserting "To Whom It May Concern" in its place, however, is not
always a good solution; it's quite impersonal.
Complimentary close
The "Sincerely yours" element of the business letter is called the
complimentary close. Other common ones are "Sincerely yours,"
"Cordially," "Respectfully," or "Respectfully yours." You can design
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your own, but be careful not to create florid or wordy ones. Notice
that only the first letter is capitalized, and it is always followed by
a comma.
Signature block
Usually, you type your name four lines below the complimentary
close, and sign your name in between. If you are a woman and
want to make your marital status clear, use Miss, Ms., or Mrs. in 189
parentheses before the typed version of your first name. Whenever Notes
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possible, include your title or the name of the position you hold just ___________________
below your name. For example, "Technical writing student,"
___________________
"Sophomore data processing major," or "Tarrant County
Community College Student" are perfectly acceptable. ___________________
___________________
End notations
___________________
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Just below the signature block are often several abbreviations or
___________________
phrases that have important functions.
___________________
Initials
___________________
The initials in all capital letters are those of the writer of the
___________________
letter, and the ones in lower case letters just after the colon are
those of the typist. ___________________
Enclosures
To make sure that the recipient knows that items accompany the
letter in the same envelope, use such indications as "Enclosure,"
"Encl.," "Enclosures". For example, if you send a resume and
writing sample with your application letter, you'd do this: "Encl.:
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Resume and Writing Sample." If the enclosure is lost, the recipient
will know.
Copies
If you send copies of a letter to others, indicate this fact among the
end notations also. If, for example, you were upset by a local
merchant's handling of your repair problems and were sending a
copy of your letter to the Better Business Bureau, you'd write this:
"cc: Better Business Bureau." If you plan to send a copy to your
lawyer, write something like this: "cc: Mr. Raymond Mason,
Attorney."
Check Your Progress

Fill in the blanks:
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1. Just below the signature block are often several

……………… or ……….. that has important functions.
2. To make sure that the recipient knows that items
accompany the letter in the same envelope, use such
indication “……………….."
190
Notes Style in Business Correspondence
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Activity
___________________
Write a business letter with all Writing business letters and memos differs in certain important
style on white board of your
___________________
ways from writing reports. Keep the following advice in mind when
classroom.
you write and especially when you revise your business letters or
___________________
memos.
___________________
State the main business, purpose, or subject matter right away
___________________
PE
Let the reader know from the very first sentence what your letter
___________________
is about. Remember that when business people open a letter, their
___________________ first concern is to know what the letter is about, what its purpose
___________________ is, and why they must spend their time reading it. Therefore, avoid
___________________ round-about beginnings. If you are writing to apply for a job, begin
with something like this: "I am writing to apply for the position
___________________
you currently have open...." If you have bad news for someone, you
need not spill all of it in the first sentence. Here is an example of
how to avoid negative phrasing: "I am writing in response to your
letter of July 24, 2010 in which you discuss problems you have had
with an electronic spreadsheet purchased from our company."
If you are responding to a letter, identify that letter by its

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subject and date in the first paragraph or sentence
Busy recipients who write many letters themselves may not
remember their letters to you. To avoid problems, identify the date
and subject of the letter to which you respond
Keep the paragraphs of most business letters short

The paragraphs of business letters tend to be short, some only a
sentence long. Business letters are not read the same way as
articles, reports, or books. Usually, they are read rapidly. Big,
thick, dense paragraphs over ten lines, which require much
concentration, may not be read carefully--or read at all.
To enable the recipient to read your letters more rapidly and to
comprehend and remember the important facts or ideas, create
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relatively short paragraphs of between three and eight lines long.

In business letters, paragraphs that are made up of only a single
sentence are common and perfectly acceptable. Throughout this
section, you'll see examples of the shorter paragraphs commonly
used by business letters.
“Compartmentalize” the contents of your letter 191

Notes
When you "compartmentalize" the contents of a business letter,
S
you place each different segment of the discussion--each different ___________________
topic of the letter--in its own paragraph. If you were writing a ___________________
complaint letter concerning problems with the system unit of your
___________________
personal computer, you might have these paragraphs:
___________________
z A description of the problems you've had with it
___________________
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z The ineffective repair jobs you've had
___________________
z The compensation you think you deserve and why
___________________
Study each paragraph of your letters for its purpose, content, or
___________________
function. When you locate a paragraph that does more than one
thing, consider splitting it into two paragraphs. If you discover two ___________________
short separate paragraphs that do the same thing, consider joining ___________________
them into one.
Provide topic indicators at the beginning of paragraphs

Analyze some of the letters you see in this section in terms of the
contents or purpose of their individual paragraphs. In the first
sentence of any body paragraph of a business letter, try to locate a
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word or phrase that indicates the topic of that paragraph. If a
paragraph discusses your problems with a personal computer,
work the word "problems" or the phrase "problems with my
personal computer" into the first sentence. Doing this gives
recipients a clear sense of the content and purpose of each
paragraph.
Place important information strategically in business letters

Information in the first and last lines of paragraphs tends to be
read and remembered better. Information buried in the middle of
long paragraphs is easily overlooked or forgotten. Therefore, place
important information in high-visibility points. For example, in
application letters which must convince potential employers that
you are right for a job, locate information on appealing qualities at
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the beginning or end of paragraphs for greater emphasis. Place

less positive or detrimental information in less highly visible
points in your business letters. If you have some difficult things to
say, a good (and honest) strategy is to de-emphasize by placing
them in areas of less emphasis. If a job requires three years of
experience and you only have one, bury this fact in the middle or
the lower half of a body paragraph of the application letter. The
192 resulting letter will be honest and complete; it just won't

Notes
emphasize weak points unnecessarily.
S
___________________
___________________
Find positive ways to express bad news in your business letters
Often, business letters must convey bad news: a broken computer
___________________
keyboard cannot be replaced, or an individual cannot be hired.
___________________
Such bad news can be conveyed in a tactful way. Doing so reduces
___________________ the chances that business relations with the recipient of the bad
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___________________ news will end. To convey bad news positively, avoid such words as
"cannot," "forbid," "fail," "impossible," "refuse," "prohibit,"
___________________
"restrict," and "deny" as much as possible.
___________________
___________________ Focus on the recipient's needs, purposes, or interests instead

of your own
___________________
Avoid a self-centered focusing on your own concerns rather than
those of the recipient. Even if you must talk about yourself in a
business letter a great deal, do so in a way that relates your
concerns to those of the recipient. This recipient-oriented style is
often called the "you-attitude," which does not mean using more
you's but making the recipient the main focus of the letter.
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Avoid pompous, inflated, legal-sounding phrasing
Watch out for puffed-up, important-sounding language. This kind
of language may seem business-like at first; it's actually ridiculous.
Of course, such phrasing is apparently necessary in legal
documents; but why uses it in other writing situations? When you
write a business letter, picture yourself as a plain-talking,
common-sense, down-to-earth person (but avoid slang).
Give your business letter an "action ending" whenever

appropriate
An "action-ending" makes clear what the writer of the letter
expects the recipient to do and when. Ineffective conclusions to
business letters often end with rather limp, noncommittal
statements such as "Hope to hear from you soon" or "Let me know
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if I can be of any further assistance." Instead, or in addition,

specify the action the recipient should take and the schedule for
that action. If, for example, you are writing a query letter, ask the
editor politely to let you know of his decision if at all possible in a
month. If you are writing an application letter, subtlety try to set
up a date and time for an interview

Notes
Fill in the blanks:
S
___________________
1. Business letters are not read the same way as
………………., …………………, or ………………….. ___________________
2. Information in the …………… and …………….. lines of ___________________
paragraphs tends to be read and remembered better. ___________________
___________________
PE
Summary ___________________
A business letter is a formal communication from an organization ___________________

to its customers, the general public for their information, another
___________________
Company or the Authorities. It is often written in a standard
___________________
format, and in formal language, compared to a private letter
between two people who are well known to each other. The ___________________
business letter will show things like the address and best way to
communicate with the business - by return letter, e-mail or
telephone. In general, the letter will be directed to a specific person
and be about one topic. Sometimes, the business letter will be
looking for a response, but might be to give important information
about an up-coming change of address or telephone number. The
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letter might give information about new developments - a new
website; launch of a new product. To allow the sender to handle
any response more efficiently, the business letter might contain
key information such as an internal reference from the sender or
related to the product in question.
Lesson End Activity

Draft a business letter asking your client for the replacement of
defected pieces ebbing sent in the consignment.
Keywords
Heading: The title, subtitle, or topic that stands at the top or
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beginning, as of a paragraph, letter, or chapter.

Salutations: A standard formula of words used in a letter to
address the person being written to.
Enclosure: Something, especially a supporting document, enclosed
within an envelope or wrapper, especially together with a letter.
194
Notations: A technical system of symbols used to represent special
Notes
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things.
___________________
___________________
___________________
1. What do you mean by business correspondence? Explain the
___________________ importance of business correspondence.
___________________
2. What is the need of business correspondence?
PE
___________________
3. What are the common components of business letters?
___________________
4. What is meant by compartmentalize?
___________________
___________________ Further Readings

___________________
Books
Books.
Publishing House.
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Web Readings
http://www.ukessays.com/essays/business/business-
correspondence-communication.php
http://www.elc.edu.sa/portal/modules/courses_list/PDF/ENG101/PA
RT2/Topic_1.pdf
http://w3.gel.ulaval.ca/~poussart/gel64324/McMurrey/texte/genlett.
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htm
http://en.wikipedia.org/wiki/Business_correspondence
UNIT 17: Reports
Unit 17
195
Notes
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Reports
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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Types of Reports ___________________
Five W’s and One H ___________________

Report Planning ___________________
Guidelines for Writing a Report ___________________
Outline of a Report
___________________
Introduction
A report is a presentation and summation of facts, figures and
information either collected or derived. It is a logical and coherent
structuring of information, ideas and concepts. Reports are used in
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general, by various professionals. Newspaper correspondents use
reports to make news about an incident or a programme, teachers
and lecturers make reports regarding their school/institutions or
some event that happened in the institution.
“A business report is an orderly, unbiased communication of
factual information that serves some business purpose.”
Reports provide feedback to the manager on various aspects of
organization. The information is needed for reviewing and
evaluating progress, planning for future course of action and
taking decisions. As a neatly structured piece of work, the report,
for greater ease in comprehension, is segregated into various
sections. Understanding the import of these sections, coupled with
logical conjoining of the various parts, results in a well written and
presented report.
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Report writing is an art. This skill is to be developed by constant

efforts. Every executive is supposed to submit reports to their
superiors in scheduled time intervals. For that, he has to learn the
skill of writing reports. In case of investigations also, the report is
submitted to take remedial actions. Market researchers conduct
196 various field surveys. The report of the surveys is also to be

Notes prepared effectively.
S
Activity
___________________
reports and its types.
___________________ Definition: Report
___________________ A report can be defined as a testimonial or account of some
___________________ happening. It is purely based on observation and analysis. A report
gives an explanation of any circumstance. In today’s corporate
___________________
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world, reports play a crucial role. They are a strong base for
___________________ planning and control in an organization, i.e., reports give
___________________ information which can be utilized by the management team in an
___________________
organization for making plans and for solving complex issues in
the organization.
___________________
A report discusses a particular problem in detail. It brings
___________________
significant and reliable information to the limelight of top
management in an organization. Hence, on the basis of such
information, the management can make strong decisions. Reports
are required for judging the performances of various departments
in an organization.
Types of Reports
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Reports may be classified in different ways. Reports may be Long
and Short Reports, Formal and Informal Reports, Business/
Technical Reports or Academic/Research Reports.
Long and Short Reports

Long Reports are detailed analysis of a project or a problem at
hand. As indicated by the name, Long reports are lengthy and
consume a lot of time in making as well as presentation. On the
other hand, Short Reports are a one to three page presentation of a
topic or an event. These are brief and precise in nature and contain
only the relevant facts.
Examples: Feasibility Report of a Product: Long report
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Report on Annual Exhibition of School: Short report
Formal and Informal Reports

Formal reports are those reports, which are to be submitted to a
higher authority for analysis or for approval. These are prepared
by keeping in mind all the technicalities of report writing. On the
other hand, informal reports are those which are prepared by the
UNIT 17: Reports
person, either for his own use or for keeping as a record, not for the 197
use of an organization for any formal purposes. Mostly, the reports Notes
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prepared in the organizations are formal reports. In formal reports, ___________________
proper facts and figures, which can be substantiated, are used.
___________________
Informal reports may be based on guess work or approximation of
facts. ___________________
Examples: ___________________
___________________
PE
Formal Report: Report submitted by sales manager to general
manager regarding annual sale. ___________________
Informal Report: Report submitted by sales assistant to sales ___________________
manager regarding approximate number of customers entering ___________________

the showroom.
___________________
Business Reports and Research Reports ___________________
Business Reports are the ones prepared in the organizations for

formal purposes. Research reports or Academic Reports are the
ones prepared in the course of study. They may be reports
prepared after Summer Training or after completion of a project of
study or research. These are based on a research topic, which may
be formulated in the form of a research problem.
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Business reports may be classified as follows, on the basis of
purpose of preparation:
Routine Reports
The reports which are prepared on a routine basis in an
organization are called routine reports. These are prepared in the
normal course of business, whether or not something extraordinary
takes place. The different routine reports may be as follows:
z Progress Report: This is the report about the growth of an
organization or any department of the organization. It may
even relate to the progress of an individual in an organization.
z Inspection Report: In case of a manufacturing concern, or
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even in case of other organizations, regular inspections are

held to check the compliance of the products and services with
the specified norms. These inspections may be done by the
Superiors in the organization. The report prepared by these
inspection teams is called inspection report.
z Performance Appraisal: At regular intervals, Performance
Appraisal of the employees is done by the Personnel
198 Department. This is done to assess and evaluate the

Notes employees as per their performance. For this purpose,
S
___________________ Performance Appraisal report of each employee is made and
sent to the management for evaluation.
___________________
___________________ z Periodical Report: A report prepared at regular time

intervals is called a periodical report. A monthly report,
___________________
annual report, bi-annual report, etc. fall under this category.
___________________
PE
___________________
Special Reports
___________________ Special Reports are those reports which are not prepared on a
routine basis, but only in the event of special circumstances or
___________________
exceptional happenings. These may have to be made once in a
___________________ while. Various special reports may be as follows:
___________________
z Investigation Report: In case of an unusual happening, like
sudden downfall of sales or fall in production or any other
event, investigation may have to be carried out to find the
reasons behind the event. Reports prepared after such an
investigation are called investigation reports.
z Survey/Feasibility Report: A survey is sometimes carried
out regarding the present working of an organization, its sales,
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etc. or the feasibility of any new project to be undertaken by
the organization. Survey/Feasibility Reports are prepared to
record the findings.
z First Information Report: This is commonly known as FIR.
Mostly we understand that FIRs are lodged in Police Station
in case of any mishappening, theft or loss. FIR may also be
prepared for record of an organization. This is prepared by the
first witness to the event, to report to his Superiors.
Another classification of reports, on the basis of content of report
may be:
z Informational Report: An informational report, as the name
suggests, provides all details and facts pertaining to the topic
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selected for study. It may be a problem arising in an

organization or any other subject of study as selected by the
management. For instance, it could be a report that attempts
to trace the growth of Company X in the automobile industry.
In a report of this kind, the presentation of all details that led
to the growth of Company X should be listed in a chronological
order.
UNIT 17: Reports
199
z Analytical Report: Analysis means study of a problem or
Notes
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event, right from its identification to discovery of its causes. It Activity
makes use of the facts and figures. The analytical report Write an article on essential
___________________
components while writing a
comprises stages in which there is a proper identification of ___________________
report.
the problem, analysis and subsequent interpretation.
___________________
Recommendations or suggestions are then incorporated in the
report, depending upon what is required by the report writer. ___________________
___________________
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Check Your Progress
___________________
True or False:
___________________
1. Business Reports are the ones prepared in the
___________________
organizations for informal purposes.
___________________
2. An informational report, as the name suggests,
___________________
provides all details and facts pertaining to the topic
selected for study.
Five W’s and One H

Prior to commencing work on a report, a few queries should be
raised by the report –writer and satisfactorily answered. This
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enables the writer to produce a highly focused report. The queries
are central on the five W’s and the one H. What is the problem?
What is it that needs to be ascertained? Clarity along these lines
helps in eliminating any redundancies that might crop up.
Identification of the genesis of the problem helps in streamlining
the approach.
The five W’s and One H are:
Why, What, Who, When, Where and How

Questions like the following pertaining to these W’s and H are to
be answered before writing the report:
z Why is it important to study the problem?
z Why (purpose) should the problem be analysed?
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z What is its relevance and significance to the department in

specific, and organization in general?
z What are the benefits that will accrue as a result of this
particular report – to the department, the organization, and
the self?
200
z Who is involved in the situation? This could take into account
Notes
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both the reader(s) and the writer. In case there is a third party
___________________
involved, it would also account for that.
___________________
z Who is going to be the reader of this report? With a change in
___________________ the reader, a change is visible in the manner of approach in
___________________ the report.
___________________ z When did the trouble start? In case it is an analytical report,
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one would also need to address one self to the source and time
___________________
of the problem before reaching any conclusion.
___________________
z When am I going to write the report? The time factor is very
___________________
important.
___________________
z Where would the reader be at the time when he receives the
___________________ report? Would the reader read the report in a meeting or read
it within the confines of his room? There would definitely be a
difference in the manner of approach.
z Finally, how would the report is written? What information is
to be included and what is to be excluded/which graphs and
chart would be used/avoided?
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All these queries need to be satisfied before beginning a report.
They give the report particular direction and help the writer to
concentrate on the acceptability of the report by the audience to
which it is aimed.
Example: Let us take a look at a project report to be prepared by a
financial institution. In a report such as this, queries of the
following nature could be raised:
Why: Why should project A be supported?
What: What is the justification of a loan for project A?
Who: Who would read the report? Would it act as precedence for
further similar loans to be sanctioned? Or would it remain just one
of the usual reports written with in a standard format? Answer to
these queries would also bring about a change in the written style.
(c
When: When would the loan is sanctioned? Is the report being

written close to the time of sanctioning of the loan, or is it merely
an informative one, providing information on the various factors
leading to the sanctioning of the loan?
Where: Where would the report be read? The degree of formality or
provision of details would vary in response to these queries.
UNIT 17: Reports
201
How: If the sanctioning of the loan is important, persuasive
Notes
S
language can be used to get the idea and message across. All Activity
details should be provided and meticulous care should be taken to ___________________
Write a term paper on report
planning.
ensure that nothing unwarranted is included. ___________________
___________________
Check Your Progress
___________________
Fill in the blanks:
___________________
PE
1. With a change in the reader, a change is visible in the
manner of approach in the ………………. ___________________
2. Identification of the ………………. of the problem help ___________________
in streamlining the approach. ___________________
___________________
Report Planning ___________________
Planning is the first stage of any organized activity. Even for

drafting a formal report, planning is a must. The planning stage is
the most crucial one. Spend as much time as possible in collecting
material, synchronizing details, and ensuring that nothing has
been left out. If the planning is done in a detailed manner, there
are very few chances of missing out errors at the final stage. In
)U
fact, planning for a report is as important as the process of writing
itself. The various steps involved in report planning are as follows:
1. Define the problem and the purpose: The problem and
purpose had already been identified at the stage when the
answer to the question what and why were attempted. It is
essential at this stage to understand the nature of the report –
whether it is informational or analytical. In an informational
report the writer would stress factors contributing to collation
of information at the time of stating the purpose. However, in
an analytical report the writer would need to prepare a
problem statement, the analysis of which becomes the thrust
area of the report. With a variance in the type of the report,
there is bound to be a difference in the definition of the
problem and purpose.
(c
2. Outline the issues for investigation: In a problem solving

or analytical report are issues pertaining to the problem need
to be highlighted in the initial stage. None of the alternatives
or variables should be ignored or sidetracked. Once the issues
have been clarified, delineation of the points becomes easier.
Further, if the report is of an informational nature, all issues
202 to be exemplified have to be understood. There should be a

Notes basic pattern that has to be observed and it should clearly
S
Activity
___________________
Make a flowchart explaining emerge in the reading of the report.
the guidelines for writing a
___________________
report. 3. Prepare a work-plan: What is the best procedure to collect
___________________ the data? How should the writer proceed? What are the
strategies that need to be observed? These are a few of the
___________________
questions that need to be well answered before taking the final
___________________ plunge into conducting research on the topic.
PE
___________________ 4. Conduct research, analyse and interpret: The modus
___________________ operandi at the time of conducting research should be well
___________________
examined. This should, however, be taken care of at the stage
of preparing a work-plan. The manner in which research is
___________________
conducted is contingent upon the problem defined in the initial
___________________ phase of report writing. Once the research has been conducted,
begins the process of analysis and the subsequent
interpretation, which happen to be the toughest parts in report
making. An attempt should be made to bring about accuracy in
the analysis and make the interpretation objective and
unbiased, as far as possible.
5. Draw conclusions: Subsequent to the stage of interpretation
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of data, certain conclusions need to be drawn and
recommendations or suggestions made. This comprises the last
stage of the report and the tone of it is determined by the
position held by the report writer. For instance, if it is a report
being written by a subordinate, he can only make suggestions.
However, if it is one being written by superiors, it would
definitely have in the terminal section a rather well developed
part comprising recommendations.
Check Your Progress

Fill in the blanks:
1. What is the best procedure to …………. the data?
2. An attempt should be made to bring about ………………
(c
in the analysis and make the interpretation objective

and unbiased.
Guidelines for Writing Report

Report writing is an art. It cannot be developed at a faster pace.
The following are the guidelines for writing a report:
UNIT 17: Reports
203
1. Develop thinking: There is high positive correlation between
Notes
S
good thinking and effective writing. If the thinking is poor, the
written draft will not be effective. It is a process of rebuilding ___________________
facts into a meaningful whole. This demands patient, deep and ___________________
alert thinking, which alone results in clear writing of the
___________________
report.
___________________
2. Divide narrations into paragraphs: In order to create a
___________________
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better impact and draw the attention of the reader, the
narration should be divided into paragraphs. There should be ___________________
informative headlines wherever necessary. Paragraphing is an ___________________
important feature of any report. It serves to break the text into
___________________
readable units. It groups sentences around one central thought
or idea. This is not easy. It is an art. Linking one paragraph to ___________________
another is an essential technique for maintaining continuity. ___________________

By efforts, better paragraphs can be structured.
3. Use present tense and active voice: Result should be valid
in the present. Otherwise there is no use in presenting them.
The active voice should be used whenever possible. Passive
voice does not put force.
4. Minimize technical language or jargons: Clarity,
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conciseness, compactness, correctness and simplicity are
critical attributes of good writing. But they are much more
important in technical writing. A technical vocabulary may be
an important facilitator of communication among those who
share it. It may serve as a barrier when communicating with
others. If there is a popular word that is equivalent to a
technical one, the popular word should be used.
5. Use visual aids: There should be more and more use of visual
aids in the form of tables and graphs. Visual aids increase the
comprehension rate to illustrate the principal findings of the
study. The pace of reading the material will be higher.
6. Objectivity: The report should be unbiased and objective
supported by facts. All references are acknowledged.
(c
Subjective reports do not have any weight.

7. Hiding the respondent’s identification: The report should
be written in such a way that it should not disclosed the
identity of respondents. Normally, the researcher specifies this
in the questionnaire itself.
204
8. Rough drafts: It is usually seen that in the initial draft, the
Notes
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Activity person preparing the report commits some unknown errors
___________________
Prepare a basic format of ignorantly. Any slight error in a report can do damage to the
outline of a report.
___________________ entire organization and the person preparing the report.
___________________ Therefore, a good and error-free report should go through at
least three drafts:
___________________
(a) Comprehensive draft
___________________
PE
(b) Improvement in language, form and style of the draft.
___________________
___________________ (c) Accurate and authentic draft.
___________________ In fact, review of the first draft should be done after sometime.
___________________ 9. Avoid vague expressions: In preparing the final draft, all

vague expressions should be avoided. Vague expressions lead
___________________
to ambiguity.
Check Your Progress

True or False:
1. Paragraphing is an important feature of any report.
2. Any slight error in a report can do damage to the entire
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organization and the person preparing the report.
Outline of a Report
There is no set outline that can be used in preparing reports. The
most appropriate form and contents of a particular report should
be determined by the nature of the target audience.
A few important aspects regarding the various parts of the reports
are briefly narrated below:
1. Summary: It is useful to all those who have little time to read
the whole text. Business executives mostly read summaries of
reports. The report is organized on the assumption that
everyone will not like to read all the matter presented in the
(c
report. Consequently, a report should unfold like a news paper

article. In other words a summary of the most important
information appears first and the detailed story is shown later
on. The report should begin with objectives, methodology, a
brief summary of the findings of the study along with
conclusions and recommendations, which the presenter has
made. The remainder of the report should provide a detailed
UNIT 17: Reports
discussion of the analysis, interpretation and survey process. 205

The analytical issues are outlined. Notes
S
2. Introduction: The purpose of the introduction is to discuss ___________________
the background of the project. This section introduces the ___________________

problem at the macro and micro level. An explanation of the
___________________
nature of the problem and its history in terms of existing
___________________
literature related to the research problem. Firstly, it provides
a total picture of the topic presented. This will also show how ___________________
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the present problem fits into that topic. Secondly, it tells the ___________________
readers what research has been carried on the problem.
___________________
Through that process, research gap may be identified.
Obviously, the investigator must show that this particular ___________________
investigation has not been done before. It should clearly ___________________

indicate that work is not repeated.
___________________
3. Methodology: It broadly includes the objectives and
significance of the study, description of methodology,
formulation of hypothesis, testing and tools of analysis and the
technical aspects and limitation of the study. It tells the reader
what was done to solve the problem. The purpose of this
information is two-fold. First, it aims at satisfying the criterion
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of reliability, in other words, it must provide the researchers
requisite information to reproduce another piece of research.
Second, it aims at enabling the reader to review the quality
and worth of the study. For that, several questions can be
raised. A few questions to be answered are as follows:
(a) What are the objectives for the study?
(b) What sample or samples are used?
(c) What is the sample size?
(d) How are the sample selected, and why were they so
selected?
(e) How was field data collected?

(c
(f) What were the techniques for analysis used?
(g) How is the hypothesis formulated?
(h) Whether pilot studies and pre-testing are done to try out
the techniques? If yes, what was their outcome?
(i) What method is used for testing the hypothesis?

206
(j) Whether the study is experimental or ex-post facto?
Notes
S
___________________ (k) How is the collected data verified?
___________________ 4. Findings: This presents the inferences derived from

___________________
statistical analysis. From the point of view of findings, reports
may be either descriptive or explanatory. The finding is
___________________
presented in simple language. The problem in writing a
___________________ descriptive report is to communicate effectively in simple
PE
___________________ language. The audience is provided discrete facts abut the
population studied. In a descriptive report, an author has to
___________________
describe the details of the findings. The findings should be
___________________ arranged in the way that makes it easiest for the reader to
___________________ understand them quickly. Like a guide, the author helps in
___________________
pointing out important findings. Possible interpretations and
applications are also suggested in the report. An explanatory
report is different and is prepared according to any one of the
three models, each stemming from a different set of
framework, namely, hypothesis testing, focused argument and
the structural mode:
Hypothesis testing: The report of such studies is compact
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and direct. It may begin by stating the hypothesis. It also
shows how they are implied in the theory. It may then
describe the methods used to present the data. Finally, it
judges the validity of the hypothesis in the light of
research results. The process of testing the hypothesis is
seen carefully. Chi-square test, time & money test and z
test may be used depending upon the requirement. The
level of significance is also decided. A concluding section
might offer some review and reassessment of both
hypothesis and theory.
Focused argument: Another model for an explanatory
report is the legal brief. To the investigator, the data may
all seem to contribute to a single conclusion, and to
support a single central proposition. This will be the most
(c
precise presentation. The investigator may feel then that

his task in his report is to win the assent of his readers to
the general conclusion. Unnecessary elaborations distort
the central idea. Focused idea brings clarity and the
audience can understand it in minimum possible time. A
Focused argument is like a legal brief. This will contain a
UNIT 17: Reports
central issue. Further, its examination of evidence in 207

terms of its bearing on that issue also can be made. In this Notes
S
presentation, the line of argument is extremely important. ___________________
Unnecessary details are to be avoided.
___________________
Structural model: Perhaps the most difficult conceptual
___________________
frame work to manage for the presentation of quantitative
data is one that proposes a structural or system model. ___________________
The model has empirical relevance. This is prepared more ___________________
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logically. It considers implementation aspects. A report of ___________________
this sort might first concern itself with structural aspects
___________________
such as the number of personnel at their positions, goals,
environment etc. and then considers all other aspects of ___________________
the system. ___________________
___________________
Check Your Progress
Fill in the blanks:
1. Business executives mostly read ………………….. of
reports.
2. The problem in writing a descriptive report is to
communicate effectively in …………….language.
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Summary
A business report is an orderly, unbiased communication of factual
information that serves some business purpose. Report writing
makes the complex thing simple.
Reports may be Business Reports or Academic Reports. Business
Reports may be: Routine Reports, Special Reports, Informational
Reports or Analytical Reports. Clarity about why, what, who,
when, where and how of the report help to draft an effective report.
If the planning of a report is done in a detailed manner, there are
very few chances of missing out errors at the final stage.
Planning of a Report involves defining the problem, outlining
(c
issues for investigation, preparing a work-plan, undertaking the

research. Nature of Heading, Point Formulation, Numbering, etc is
some of the technicalities to be handled with care in drafting a
report. Tables, Flow charts, Organization Charts, etc., are the
Visual Aids which can make the report more effective.
208
It is important to assess the effectiveness of a report in terms of (1)
Notes
S
clarity, (2) importance of problem, (3) documentation,
___________________
(4) appropriateness of method, (5) adequacy of sample,
___________________ (6) replicability, (7) solution orientation, (8) accuracy, (9) bias, and
___________________ (10) usefulness to categorize them into three criteria such as
(i) defective reports, (ii) standard reports and (iii) superior reports.
___________________
___________________
Lesson End Activity
PE
___________________
Write a business report to be submitted by you to your manager for
___________________
the task assigned to you.
___________________
___________________ Keywords
___________________
Business Report: A report is a presentation and summation of
facts, figures and information either collected or derived. It is a
logical and coherent structuring of information, ideas and concepts.
A business report is an orderly, unbiased communication of factual
information that serves some business purpose.
Five W’s and One H of Report Writing: What, Why, Who, When,
Where and How of the matter for which the Report has to be
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written. These elements help to write an effective report.
Visual Aids: Tables, Graphs, Charts, Figures and other tools,
which make the report impressive and effective. These are most
useful in presenting the report.
Flow Charts: Flow charts present a sequence of activities from
start to finish. They are normally used when we wish to illustrate
processes, procedures and relationships. The various elements in
the chart can also be depicted either with figures or geometrical
designs.

1. What are the different types of business reports?
(c
2. Describe the five W’s and one H of report writing.

3. ‘Report writing is an art’. Comment.
4. What is jargon? Should it be used in writing reports?
5. Give the outline of a formal report?
UNIT 17: Reports
Further Readings 209

Notes
S
Books ___________________
Sehgal M.K., Khetarpal, Vandana, Business Communication, Excel ___________________
Books.
___________________
___________________
Publishing House.
___________________
PE
___________________
___________________
Process to Product, Dryden Press. ___________________
___________________
Random House, New York. ___________________
Web Readings
http://www.managementstudyguide.com/effective-report-
writing.htm
http://en.wikipedia.org/wiki/Report
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(c
(c
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S
UNIT 18: Meetings
Unit 18
211
Notes
S
Meetings
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
PE
Meetings: Meaning and Importance ___________________
Conducting Meetings ___________________

Participants’ Role during the Meeting ___________________
Essential Documents Related to Meetings ___________________
___________________
Introduction
A gathering or more than two people is referred to as a group. The
members of a group come together to fulfil a common objective or
goal are bound together by a common identity. Group
communication refers to the exchange of ideas, facts and opinions
among the members in a group. This may be a formal group, like
)U
an organization or an informal group, like that of friends. In an
organization, Meetings form an important dimension of Group
Communication. They serve various useful purposes in a business.
“Meetings refer to an assembly of persons who come together and
deliberate on topics and issues of communicable interest”.
Meetings and conferences have become an integral part of business
life. They facilitate exchange of views and as such constitute an
important means of interactive communication. Both these
interactive forums facilitate face-to-face discussions that take place
at various levels. They may be employer-employee meetings,
employee-employee meetings and conferences, employee customers
meetings and so on. Seminars are conducted once in a while.
A Seminar is a gathering of people, in which, one or more persons
(c
give their presentation on a particular topic, to enrich the

knowledge of the participants of the Seminar. While, in a
conference, all the participants usually express their views on the
topic, in a Seminar, there are a few speakers, who are experts in
their own field, give their views.
“Meeting is part of everybody’s life”.
212
Meetings, seminars and conferences, when effectively organized
Notes
S
Activity and conducted, can play a significant role in business
___________________
Write report on meaning and communication. They facilitate:
importance of meetings.
___________________
z Exchange of information
___________________
z Articulation of alternative viewpoints.
___________________
z Deliberation on specific issues,
___________________
PE
z Removal of misconceptions,
___________________
z Elaboration and clarification of concepts and ideas,
___________________
z Finalization of plans and strategies,
___________________
___________________
z Review of performance,
___________________ z Enlistment of support and a host of such communication

needs, so essential in a business or organizational context.
z They facilitate intensive interaction with individuals as well as
groups, and achieve much more than any written
communication.
Meetings, seminars and conferences, therefore, are to be seen as an
inevitable yet useful medium of interaction between people in
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different business and organizations.
“Well-conducted conferences and meetings serve a useful purpose”.
Meetings: Meaning and Importance

Meetings are the most popular method of interactive
communication. They facilitate direct, face-to-face communication
and are essential at various levels in all organizations. When there
are two or more persons, there is a meeting, structured or
otherwise. They serve the valuable objective of facilitating
exchange of information, fostering of team spirit and commitment
to common goals and objectives. More importantly, they help in
elaborating ideas, clarifying concepts and clearing confusion, if
any, created on account of ambiguous and incomplete verbal or
(c
written message. Misunderstandings arising from unclear memos,

circulars, directives, targets, etc. can be cleared through meetings
with the people concerned.
“Meetings are the most popular method of interactive
communication”
UNIT 18: Meetings
213
Meetings of marketing people with prospective customers while
Notes
S
launching a new product or service help in clearly bringing out the
significant feature of the product by clarifying the finer points. ___________________
Similarly, meetings with the computer or EDP personal facilitate ___________________
detailed and effective planning of connectivity; networking etc.
___________________
These are just two examples of the ways in which meetings can be
of use to serve a vital communication need in an organization. In ___________________
fact, on a regular basis, there can be customer meets, dealer meets, ___________________
PE
managers’ meets, staff meetings, association meetings, business ___________________
meets, review meets and so on.
___________________
Like their western counterparts, Indian executives too, in most
___________________
organizations spend a large part of their working day in company
meetings. In the United States, it is pertinent to note, decisions are ___________________
made by groups of managers or executives rather than by ___________________

individual top management functionaries. Similarly, in India too,
we have various committees in the organizations like the Purchase
Committee, Audit Committee, Executive Committee, Management
Committee, Promotions Committee, Systems Committee, Credit
Committee, Recovery Committee, and Legal Committee which take
decisions, and that is why it is necessary to organize so many
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meetings.
“High level executive in business organizations spend much time
in committees and meetings”
While meetings, which are effective, contribute to decision-making
and result in positive outcome, ill-conceived and indifferently
conducted meetings entail enormous waste of time, effort and
resources. They may even lead to chaos and confusion. It would,
therefore, be imperative to give attention to certain details while
convening meetings. The preparation for an effective meeting
starts well in advance and there is much that needs to be attended
to on the day of the meeting, during the meeting and thereafter,
till the minutes are drawn up and sent.
(c
Purposes and Golden Rules of Meeting

The following are the important purposes for holding meetings in
business organizations:
1. To save time in Communication.
2. To instruct a group for a specific purpose, that is, briefing.
214
3. To discuss and solve problems relating to business.
Notes
S
___________________
4. To resolve conflicts, confusion and disagreement among
interest groups.
___________________
5. To give and get new ideas and immediate reactions.
___________________
6. To generate enthusiasm and positive attitude.
___________________
___________________
7. To arrive at consensus on issues.
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___________________ 8. To learn from others and to train others.
___________________ Ten Golden rules with respect to meetings are:
___________________ 1. The meeting should be convened only when it is essential.

___________________ 2. Meetings should have time schedule and must begin and end
___________________ on time.
3. Meetings should be convened only when no telephonic
discussion is possible.
4. They must have clear and specific agenda and sub agenda.
5. They must have clear objectives.
6. Time limit should be specified for each item of the agenda and
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sub agenda.
7. The notice of the meeting should be sent well in time before
the meeting, to those who are required to attend the meeting
and can make useful contributions.
8. Conclusion of a meeting is summarized so that each one
understands the summary of the proceedings.
9. Action oriented minutes should be prepared and circulated
after the meeting.
10. Meeting should be closed on a pleasant note.
Check Your Progress

True or False:
(c
1. Misunderstandings arising from unclear memos,

circulars, directives, targets, etc. cannot be cleared
through meetings with the people concerned.
2. Meetings should have time schedule and must begin
and end on time.
UNIT 18: Meetings
215
Conducting Meetings
Notes
S
Activity
As meetings are an imperative part of any organization, much ___________________
effort needs to be spent to conduct meetings successfully. It is an steps you will need to follow
___________________
while conducting a meeting.
important skill which each manager needs to acquire. Conducting
meetings requires some prior preparations, like the time, place, ___________________
venue, etc. and other documents relating to meeting. While the ___________________
meeting is actually going on, it goes through the stages of
___________________
PE
beginning, leading, conducting and closing. The role of the
___________________
Chairperson is also quite significant in the meeting. These are the
aspects to be covered in conducting a meeting: ___________________
___________________
Preparation for a Meeting
___________________
The following are the broad areas where preparatory work relating
to meeting is required: ___________________
The Domestic Arrangements

z Where will the meeting be held, i.e. venue?
z At what time and day it will be held?
z What will be the duration of the meeting?
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z Who will be invited to attend?
z Who will chair the meeting?
z Who will be called upon to formally speak?
z Whether lunch/dinner is arranged?
Paperwork
The paperwork for the following will be completed:
z Minutes of the previous meeting and related records
z Reports to be read beforehand along with office notes
z Agenda and related papers
Written reports or graphics required at the time of the meeting
(c
Purpose
z What do you want to accomplish?
z What kind of meeting is it?
216
z Does the leader need to acquire specialist advice on any
Notes
S
subject?
___________________
z Is the leader conversant with the reason for the meeting?
___________________
z Do you need to discuss any of the contents of the meeting with
___________________
anyone in a higher management position?
___________________
___________________ Support
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___________________ z Is there a need to use advanced visual aids for better
presentation?
___________________
___________________
z Is a written report required?
___________________ z How much general knowledge and awareness is required?
___________________ z Do you use mike or other audio aids?
Code for Meetings

A meeting code is prepared for effective meetings. A few aspects in
this regard are as follows:
z Start and end on time
z Be present on time and be prepared mentally
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z Establish Objectives
z Set an agenda
z Be brief and precise
z Don’t dominate the discussion
z Listen to others
z Encourage participation for ideas
z Don’t interrupt unnecessarily
z Don’t evaluate presentations
z Give full attention to discussions
z Stay close to the subject
(c
z Don’t have side conversations

z Resolve related conflicts and issues
z Decide on follow-up action
z Record ideas/discussions
z Assess the outcome in the end
UNIT 18: Meetings
217
The important preparatory points of the meeting are as follows:
Notes
S
Agenda: Agenda is the list of items to be taken up for discussion
___________________
during the meeting. It provides the reason for calling a meeting. It
should be ensured that there are adequate numbers of worthwhile ___________________
issues which need deliberation at the meeting. All topics and ___________________
issues that will be taken up at the meeting call for advance efforts.
___________________
The item stated in the Agenda should be relevant and appropriate,
___________________
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keeping in view the purpose of the meeting and the expertise of the
members who will be participating in the meeting. Calling a ___________________
meeting for the sake of it, without any serious agenda or just to ___________________
ensure that the pre-determined periodicity is met, entails a waste
___________________
of time and resources.
___________________
Background papers: Every meeting of some importance will
___________________
have a set of background papers, which are sent in advance to the
members who will participate in the meeting. These background
papers relate to the items listed in the agenda, and provide
glimpses of the issues involved. Background papers are normally
prepared by the concerned functionaries or departments seeking a
decision on the issue or a deliberation on the subject matter.
Background paper should cover all relevant details that are
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germane to effective deliberation. This would normally include
facts, figures, different views, expert opinion, latest position, and
so on. Minutes of the previous meeting are also sent along with the
first lot of background papers since they are always the first item
on the agenda. They are taken up for confirmation before
proceeding to the other items. Background papers ensure that
deliberations are focused and cover all relevant dimensions of the
subject under discussion.
Background papers, it should be noted, are to be sent to all the
members and invitees well in advance to enable them to come
prepared with their views and suggestions. In fact, if the subject
matter is of a serious nature and if sufficient time has not been
provided for advance consideration, there is every likelihood of the
(c
agenda item being deferred by the committee for consideration in

the next meeting. At the same time, it is worth noting that
whenever there are some important developments which are to be
brought before the committee members, or when there are urgent
decisions called for, and the matter is so urgent that it is not
desirable to wait till the next meeting, there is a system of
submitting what are called ‘table items.’ Such items are tabled at
218 the time of the meeting and are not sent in advance. If the
Notes chairperson and members agree, such items are also taken up for
S
___________________ deliberation at the day’s meeting. As a general rule, however, table
items should be put up as an exception and only when warranted.
___________________
___________________ Whom to invite: To be effective, deliberations at the meeting

should involve all the concerned functionaries. Regular members of
___________________
the committees, wherever formally constituted, will have to be
___________________ invariably invited. At the same time, in the absence of a formal
PE
___________________ list, it would be essential to identify people whose presence would
be essential to identify people whose presence would be of
___________________
significance when subjects are taken up for deliberation. In some
___________________
cases, senior functionaries will have to be necessarily invited to
___________________ lend authority to the decision-making process, whereas some
___________________ junior level functionaries and subject matter specialists will have
to be present to provide technical details and other relevant
information. Persons to be invited to the meeting, wherever not
specifically stated, are best decided in consultation with the
chairperson and other senior functionaries on whose behalf the
meeting is convened.
Invitation for the meeting is to be clearly drawn up indicating the
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day, date, time and venue of the meeting. Invitations have to be
sent well in advance to ensure that outstation participants have
sufficient time to make appropriate travel plans. Meeting notices
will have to clearly indicate who should attend the meeting.
Sometimes, people in organizations receive notices, which do not
clearly indicate whether they are sent as an invitation or just as
intimation. The meeting notice should also state wherever
appropriate, whether the addressee may bring one or two other
colleagues dealing with the subject or, in alternative if a member is
not in a position to attend, whether someone else can be deputed
on her/his behalf. Though most of these requirements look obvious,
they are often overlooked.
Timing and venue: Care should be taken in fixing up the meeting
in a manner that is convenient to most of the members or
(c
participants. A notice, well in advance, will ensure that

participants get adequate opportunity to schedule or reschedule
their engagements. The date and time should be fixed taking into
account holidays, other important events and functions which may
clash with the meeting dates and time, and make it difficult for the
members to choose between one or the other. It is generally
UNIT 18: Meetings
expected that the person convening the meeting will take some 219
trouble to ensure that most of the members, if not all, are in a Notes
S
position to attend and contribute. While it may not be possible to ___________________
totally avoid overlapping in all cases, some advance planning and
___________________
enquiries will certainly help achieve better attendance at
meetings. Indication of the duration of the meeting will also be ___________________
helpful so that participants would know how much time they have ___________________
to allot for attending the meeting. Further, details such as
___________________
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arrangements made, if any for breakfast, lunch, accommodation,
___________________
travel, etc. need to be mentioned.
___________________
The venue of the meeting should be fixed up, obviously well before
the meeting notice are dispatched. With so many meetings taking ___________________
place in organizations, there is bound to be considerable demand ___________________
for meeting halls and conference rooms. The meeting venue should
___________________
have all the required physical facilities – fans, air conditioners,
microphones, projectors toilets, etc. The absence of these facilities
hinders the effectiveness of communication. It is not uncommon in
organizations to come across instances where the availability of the
venue is not confirmed, or time as a result of which either meeting
are delayed or participants are made to move from one venue to
the other. A little extra care will avoid embarrassment and
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inconvenience at the time of the meeting.
There are occasions when the Chief Executive or other senior
functionary may decide to convene impromptu or emergency
meetings with very short notice, in which case the availability of
the venue, physical facilities and other arrangements for
refreshments, etc. will have to be attended to on priority. Any
meeting where the deliberations have concluded, and yet
refreshment or lunch is not ready, speaks of poor planning and this
has to be assiduously avoided. The participants’ time, it is to be
noted, is valuable and cannot be taken for granted.
Punctuality: Starting the meeting on time is an area that calls for
conscious effort. Keeping the venue open and ready well in time,
reminding the chairperson and other members, ensuring that all
(c
papers have reached the participants, table items are placed, and
ensuring that the conveners and organizers are at the venue well
before the scheduled time are all a must in making meetings time
bound and purposeful. A situation where the convener is still in
consultation with the chairperson of the meeting well past the
scheduled starting time, while the participants are waiting in the
220 venue, unattended and not knowing when and if at all the meeting
Notes would start, is the kind of situation that speaks of indifferent
S
___________________ attitude towards the meeting and must be avoided.
___________________ Time Management: Time management is of great essence in
___________________ ensuring the effectiveness of meetings at all levels. Meetings,
which start on time, end on time and provide adequate time for
___________________
purposeful deliberation of all the listed items, ensure cost
___________________ effectiveness. One can indeed, assess the level of efficiency of the
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___________________ organization in terms of effectiveness of the meetings conducted at
various levels. In the exhibit carried under this unit, we have
___________________
noted that executives tend to spend much of their time in
___________________
attending meetings. Unless every effort is made to make the
___________________ meetings business – like and focused, organizational effectiveness
___________________ gets impaired.
Check List for Meetings: The convener or the secretariat for the
meetings will have to take responsibility for the success or
effectiveness of the meetings. They have to invariably give
attention to every small detail and ensure that everything is in
order. It would be desirable to maintain a checklist of items
relevant to various stages, i.e., before, during and after the
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meeting.
The checklist should include, among others, the following items:
z Confirming that the meeting notice and all the sets of
background papers have reached all the members and invitees.
z Ascertaining the participation of the chair-person and the
members, and the availability of the quorum.
z Venue arrangements such as ensuring that the meeting hall is
ready is open well in time checking whether all equipment
such as microphones, air conditioners, fans, projectors, etc.,
are functioning properly and pens, pads, etc. are provided.
z Refreshments and catering as are appropriate to the meeting
have been arranged.
(c
z Checking flight arrivals, room bookings, conveyance, etc. for

the chairperson and others wherever required.
z Reminding the local and other members about the time and
venue of the meeting.
z Ensuring that the table items for the day’s meeting, if any, are
put up.
UNIT 18: Meetings
221
z Briefing the Chairperson and other key members about the
Notes
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issues to be taken up in the meeting.
___________________
z Entrusting of responsibility concerning the recording of
minutes or proceedings. ___________________
___________________
z Timely intimation of postponement, cancellation, changes of
venue etc. ___________________
z Changes to be effected in the composition of the members or ___________________
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participants and special invitees. ___________________
z Reminding the chairperson, if need be about the priority and ___________________

urgency of various items which have to be necessarily taken
___________________
up.
___________________
z Probable dates for the next meeting.
___________________
z Preparation of minutes or proceedings on time, obtaining
approval of the same and their dispatch.
This kind of attention to all relevant details by the convener or the
secretariat brings in a professional approach in conducting
meetings.
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Leading
The following is the checklist of the principal tasks for leading a
meeting:
z Arrive early and start on time.
z Remain impartial and objective.
z Restate the purpose and objectives periodically.
z Listen attentively to the other group members.
z Summarize the group’s decisions or progress at intervals
during the meeting.
z Diffuse hot controversies with patience and calmness.
z End with the summary of the decisions made.
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z Highlight the action to be taken and decide who is responsible

for it.
222 Conducting
Notes
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The following steps are to be followed in conducting the meeting:
___________________
z Preparing the plan, including agenda, sitting arrangements,
___________________
physical facilities, etc.
___________________
z Implementing the plan by keeping the discussions on track
___________________
and constantly monitoring them.
___________________
Monitoring the time of the meeting, in case of limited
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z
___________________ availability of time.
___________________ z Allowing everyone to present their point of view and
___________________ controlling those who talk too much and do not let the
discussion move.
___________________
___________________ z Encouraging less confident participants to speak up and share

their views and participate in the meeting.
z Summarizing the key items of the meeting at regular
intervals.
Closing
z Meetings should end on time.
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z All decisions taken are summarized.
z Courtesy should be extended by thanking the members.
z Vehicles should be arranged for those who have come from
outside and have no conveyance.
z Minutes should be prepared after winding up.
z Follow up of the decisions made during the meeting should be
done.
Check Your Progress

True or False:
1. Time management is of great essence in ensuring the
effectiveness of meetings at all levels.
(c
2. Invitation for the meeting is to be clearly drawn up

indicating the day, date, time and venue of the meeting.
UNIT 18: Meetings
Role of the Chairperson 223

Notes
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The chairperson, the convener or the secretary and the senior Activity
___________________
members have a vital role to play in conducting the meetings
role of a participant in a
effectively. They have to ensure punctuality and effective ___________________
meeting.
management of the meeting. While providing freedom to the ___________________
members for expressing their views on the items taken up for
___________________
deliberation, the Chairperson also ensures that the discussion does
not stray. The Chairperson also ensures that as far as possible, all ___________________
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the agenda items stated for discussions are duly taken up for ___________________
deliberation. Through experience, wit and wisdom, the ___________________
Chairperson brings in authority and decisiveness to the
___________________
deliberations. If during the course of deliberations, members get
into a war of words, or a personal clash, the Chairperson or the ___________________
convener, who should play a complementary role in conducting the ___________________
meetings should intervene, and bring in the much needed sense of
proportion in the deliberations.
The Chairperson must work up the agenda before the meeting, and
check that all the requirements are made available in the meeting
room, and that the needed staff is in full attendance, to assist at
the meeting. The leader has to carry out the task of guiding the
)U
discussion, keeping it on track and arriving at a useful conclusion
at the end of the given time.
The meeting leader should ensure that there is someone to take
notes; if one has not been arranged for, someone from among the
participants can be appointed to be the reporter; in a large meeting
it is better to have two or three persons appointed for the purpose.
The success of the meeting depends, in a large measure, on the
Chairperson of the meeting.
Participants’ Role during the Meeting

A meeting is successful not only if it is conducted properly, but if
and only if the participants of the meeting have put in their
hundred percent efforts and have successfully drawn out some
(c
conclusion from the meeting. Every participant in the meeting is

like the crew member of an aircraft, whose role is as important as
that of the pilot. One must be an active participant in the
discussions being held in the meeting, to make the meeting
successful. Some onus of the effective participation of all the
members lies with the leader of the meeting.
224
The extent of control will vary depending upon the type of
Notes
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leadership. In case of group leadership, there will be minimum
___________________
control while the authoritarian leader will have maximum control.
___________________ Maximum participation on the part of all group members produces
___________________ the most useful results. Towards this end, the leader can employ a
number of skills and techniques for encouraging and channelling
___________________
participation.
___________________
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The following are the specific areas where participants have to
___________________ play an important role in a meeting:
___________________
1. Punctuality: Participants have a primary responsibility to
___________________ arrive at a scheduled meeting at the appointed time, perhaps
___________________ even a little before. This helps the leader to start the meeting
in time.
___________________
2. Adhering to the agenda: When an agenda exists, the
participants should follow it. Specifically, they should not
bring up items, which are not on the agenda, nor should they
comment on such items if brought up by others. When there is
no agenda, they should stay within the general limits of the
meeting’s goal. They should make every attempt to restrain
themselves from making comments that do not relate to the
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items on the agenda.
3. Contributing information: The problem-solving group needs
information to reach a decision. Effective group members bring
information, which they have gathered about the topic. This
leads to disorganization. People need to develop the ability to
see where their information on the topic applies. Their
participation, however, should be meaningful. A participant
should talk only when he has something to contribute.
4. Evaluating the information: Group participants need to
bring several critical skills to the problem-solving situation.
One of the most important is the ability to carefully examine
all information presented to the group. Participants should
resist the tendency to accept everything that is said during the
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discussion.
5. Raising questions: Group participants ask pertinent
questions at appropriate times. Such questions help to expose
inaccurate information or to clarify a point, which one of the
other members is attempting to make. Without questions, the
process will become monotonous and participation will not be
UNIT 18: Meetings
effective. The use of questions encourages feedback, aids the 225

understanding of all group members, and helps to keep the Notes
S
participants on the main subject of the discussion. ___________________
6. Listening empathetically: Effective group participants ___________________
listen to the contents. They must also “listen between the
___________________
lines.” The empathetic listener tries to see the topic from the
other member’s frame of reference, or point of view. ___________________
___________________
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7. Avoiding side discussions: A participant may on some
occasions be stimulated to discuss a topic with the group ___________________
member in the adjacent seat. Such discussions obviously ___________________
disrupt the deliberations of the rest of the group.
___________________
8. Thinking as the group thinks: The group members need to
___________________
be aware that thinking of the group is different from
___________________
individual thinking. Participants need to relate their
comments to that of the group. This helps individuals to
integrate their thinking with the group. For the group to
function effectively, the group must think together.
9. Encouraging others: Equal to one’s responsibility to share,
the expertise of the participant is his obligation to encourage
others to share their views by asking questions like, “What do
)U
you think about this proposal?” Try to follow up by positively
reinforcing the suggestions of the fellow participants.
10. Cooperating: A meeting by its very nature requires
cooperation from all participants. So keep this in mind as one
participates. He should respect the leader and his effort to
make progress. Some people do not cooperate in groups
because of their self-centered behaviour. This needs to be
controlled.
11. Do not talk irrelevant: As one participates in the meeting
one must be aware that other people are also attending. One
should speak up whenever one has something to say and one
should not get carried away. The participants should always
respect the rights of others. Whatever one is saying, it must
(c
really contribute to the discussion.

12. Keep an open mind: Though the participants may be well
prepared, there is a possibility that they may go wrong at
certain points. One should be prepared to learn and correct
any mistake, by accepting it gracefully.
226
13. Show interest in what others say: When someone makes a
Notes
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Activity good point, show interest even if it demolishes your point.
___________________
Prepare a collage showing
essential documents needed 14. Courtesy: Perhaps courtesy is a natural part of cooperation. In
___________________
for meetings. any event, the participant should be courteous to other group
___________________ members. Courtesy is related to mannerisms. For maintaining
___________________ decency and decorum, this is essential.
___________________
Check Your Progress
PE
___________________
True or False:
___________________
1. Participants need to relate their comments to that of
___________________ the group.
___________________ 2. When someone makes a good point, show interest even
___________________ if it demolishes your point.
Essential Documents Related to Meetings

An official meeting is supported by several written documents. For
the smooth functioning of a meeting, the supporting documents
must be prepared carefully. Usually, they are prepared by the
Secretary, in consultation with the Chairman. Some documents
)U
like the Notice of the meeting are routine documents and there is
little change in the wordings every time except the date, time,
venue and purpose of the meeting. The other documents like
Agenda, Minutes and Resolutions need to be prepared as per the
need of each meeting.
The most essential documents are: Notice of the meeting, Agenda,
and Minutes. The notice of the meeting and the agenda, together
with the minutes of the previous meeting rules of different bodies
lay down the number of days of notice required to be given for a
meeting.
Notice of Meeting
Public companies and many registered voluntary organizations use
(c
a legal form of notice for general body meetings. The notice is

accompanied by the agenda for the present meeting and the
minutes of the previous meeting. There may also be notes and
background papers related to different item on the agenda.
The notice of the meeting must be sent well in advance, according
to the requirements laid down in the organization’s rules. Usually,
UNIT 18: Meetings
at least a week’s notice is required. If members have to come from 227

different places to attend the meeting, longer notice period is Notes
S
required. For example: ___________________
A meeting of the Managing Committee will be held on Saturday, 9 ___________________
November, 1999, at 9.00 a.m. in the Committee Room at the
___________________
Registered Office to discuss the following items….
___________________
If the meeting is expected to go on for a long time, it is customary
___________________
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to indicate in the notice that tea/lunch will be served. It is also
necessary to indicate whether travelling allowance will be paid to ___________________
those who attend the meeting. ___________________
___________________
Agenda
Agenda is a list of items to be discussed at the meeting. It is also ___________________
called Business. It is usually sent with the notice of the meeting, ___________________
but it may be sent later if it takes time to prepare it. Items
included in the agenda depend on the type of meeting. According to
rules of conduct of a meeting, apologies for absence received from
members are taken up and recorded before the agenda is taken up.
The agenda begins with the item “Approval of Minutes” because
the minutes of the previous meeting must be approved and signed
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before any matter can be taken up by the present meeting. This
item may be written in the agenda as “Minutes” or in greater
detail as “Approval of minutes of previous meeting.”
The second item relates to matter arising out of the minutes. This
may be indicated in the agenda as “Matters arising”; however, it is
not necessary to indicate this item in the agenda. The new items
are set out after this. Some of the items are routine requirements,
like payments to be passed and cheques to be signed, Progress
reports, Review of activities, etc.
The order of the items on the agenda cannot be changed during the
course of the meeting except by consent of the members. The
chairman of the meeting must take great care to decide the order
in which the items are to be put on the agenda, especially if there
(c
are likely to be controversies over any of the items. It is desirable

to have urgent items and non-controversial items first.
Minutes
A record of the decisions taken at a formal meeting is called
Minutes. All companies, statutory bodies, social organizations,
228 associations (whether registered or unregistered) and Committees

Notes have to maintain a record of the meetings. Minutes are the Official
S
___________________ Record of work done and decisions taken at the meeting of
members; they must be precise and clear. They record what was
___________________
decided and done. They are meant for future reference. The
___________________
minutes are made available to all the members on request. If the
___________________ members are staying outside, a copy the minutes are sent by post.
___________________ The minutes of companies and statutory bodies are written in
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formal style. Other organizations may write minutes in informal
___________________
style. Minutes are a legal document and can be produced in a court
___________________ of law as evidence.
___________________
At the next meeting, the minutes are read out by the secretary or
___________________ may be taken as read if a copy was sent to members; the minutes
___________________ are then approved and signed by the Chairman and the Secretary
as a correct report of the meeting.
Check Your Progress

True or False:
1. The minutes of companies and statutory bodies are
written in formal style.
)U
2. The notice is accompanied by the agenda for the
present meeting and the minutes of the previous
meeting.
Summary
Meetings and conferences have become an integral part of business
life. They facilitate exchange of views and as such constitute an
important means of interactive communication.
It is worth reiterating that Meetings and Conferences, when
conducted effectively can bring substantial benefit in resolving
even sensitive matter through collective wisdom.
The process of conduct of meetings can be divided into: Beginning,
(c
Leading, Conducting and Closing. Meetings are held to save time

in Communication, to instruct a group for a specific purpose, that
is, briefing, to discuss and solve problems relating to business, to
resolve conflicts, confusion and disagreement among interest
groups and various other purposes.
UNIT 18: Meetings
229
Punctuality, adhering to agenda, contributing constructively and
Notes
S
open mindedly, seeking clarifications, coopering, showing interest,
courtesy, etc. are some of the attributes of a participant of ___________________
meetings. Notice, Agenda, Minutes and Resolutions are the most ___________________
important written documents related to meetings.
___________________
Meetings can be very cost effective means of instant interaction. At
___________________
the same time it should be borne in mind that although the people
___________________
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participating are knowledgeable, they may or may not speak out
freely and contribute to the deliberations. ___________________
It takes conscious effort, attention to details, and deft and ___________________
authoritative steering of deliberations to make meetings effective. ___________________
___________________
Conduct a meeting, in groups, students’ role playing as
Chairperson, Secretary and other members. The main items on the
agenda being election of the Class Representative, discussion about
the upcoming examination schedule and some other issues.
Prepare a proper Notice, Agenda and even write the minutes of the
meeting.
)U
Keywords
Meetings: Meetings refer to an assembly of persons who come
together and deliberate on topics and issues of communicable
interest.
Seminar: A Seminar is a gathering of people, in which, one or
more persons give their presentation on a particular topic, to
enrich the knowledge of the participants of the Seminar.
Agenda: Agenda is the list of items to be taken up for discussion
during the meeting.
Minutes: A record of the decisions taken at a formal meeting is
called minutes.
(c

1. What is the relevance of meetings in a business organization?
2. Give the guidelines for preparation of a meeting.
3. What is the difference between conferences and meetings?
230
4. ‘Meetings are an integral tool of interactive communication’.
Notes
S
Comment.
___________________
5. Discuss the various essential and written documents related to
___________________
meetings.
___________________
___________________ Further Readings

___________________
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Books
___________________
___________________
Books.
___________________
___________________ Publishing House.
___________________
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Web Readings
http://www.nwlink.com/~donclark/leader/leadmet.html
http://www.etu.org.za/toolbox/docs/building/webmeetings.html
(c
UNIT 19: Group Discussions
Unit 19
231
Notes
S
Group Discussions
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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Types of Group Discussions ___________________
Qualities needed for Group Discussions ___________________

Strategies for Group Discussions ___________________
___________________
Introduction ___________________
Whenever the members of a group come together to discuss a topic

or issue because of natural or induced reasons, we witness a group
discussion. Group Discussions are essential to solve a problem, to
come to a common view, to perform a task and to achieve some goal
such as selection of a candidate, selection for higher studies like
MBA, etc.
)U
It is important to distinguish between a group discussion and a
meeting. A meeting usually takes place between members of an
organization who hold a position of responsibility, and their
contribution to the meeting is considered formal and
consequential. A group discussion, on the other hand, is a much
more informal affair where the members are present not because
they hold a position but because they have agreed to participate in
the discussion. Unlike a meeting which has a clearly defined
distinction between the Chairman and the participants, a group
discussion does not have a clear hierarchy defined from the
beginning.
Discussions of any sort are supposed to help us develop a better
perspective on issues by bringing out diverse view points.
(c
Whenever we exchange differing views on an issue, we get a

clearer picture of the problem and are able to understand it. The
understanding makes us better equipped to deal with the problem.
This is precisely the main purpose of a discussion. The dictionary
meaning of the word Group Discussion is to talk about a subject in
detail. So, group discussion may refer to a communicative situation
that allows its participants to express views and opinions and
232 share with other participants. It is a systematic oral exchange of

Notes information, views and opinions about a topic, issue, problem or
S
Activity
___________________
Conduct a topic based group situation among members of a group who share certain common
discussion in your classroom. objectives.
___________________
___________________
Types of Group Discussions
___________________
Although the topics for Group Discussions can show high variation
___________________
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but on the basis of structure the Group Discussions it can be
___________________ broadly divided into two categories. These categories are:
___________________
1. Topic-based Group Discussions
___________________
2. Case/Article based Group Discussions
___________________
___________________
Topic based Group Discussions
In the topic-based Group Discussions, the group member discusses
a topic that is typically in the form of a statement or an idea. By
the end of the discussion, the group should strive to arrive at a
consensus-on the issue or the solutions that are required by the
moderators. The topics of the category can be further sub divided
into three sub categories i.e.:
)U
z Current Topics
z Argumentative Topics
z Abstract Topics
The following are the details of these sub categories:
Current Topics
These are the topics which are based upon the current happenings
in the world. These are the kind of topics where knowledge would
play important role vis-à-vis the creativity of the aspirants. In such
topics you one must some prior knowledge about the topic to be
able to speak on the topic.
The current topics can be from any of the following areas:
(c
z Social
z Political
z International Affairs
z Economics
z Environmental
233
z Legal
Notes
S
z Technical
___________________
The topics from the above areas are generally those which were in
___________________
news in the recent past. Thus a candidate of ordinary intelligence
___________________
having normal awareness and sensitive about the current
happenings would be familiar with such topics. Typically these are ___________________
related to the socio-economic and political milieu prevailing around ___________________
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us.
___________________
The knowledge, analytical skills as well as critical thinking are the
___________________
most important attributes that can help an aspirant to score
higher is topics. ___________________
___________________
Examples:
___________________
z Indo US relation: The changing paradigms
z Justice much reach to the poor
z Ramification of corruption on Indian society
Argumentative Topics
These topics are one which is controversial in nature. These are
)U
the topics wherein the individuals would have different set of
opinions and perceptions about the topic. These topics are
generally given to create difference in opinion among the
aspirants. Thus in these kind of topics apart from the aptitude the
emotional intelligence and conflict solving abilities of the aspirants
are also judged. The extent of openness to the divergent ideas is
also evaluated in these kinds of topics.
Apart from the knowledge and analytical skills, the logical flow of
thoughts and ability to influence group behaviour are crucial
attributes to score high in such kind of topics.
Example:
z Should reservation be extended to the Private Sector?
(c
z FDI in Retail will destroy Indian Economy

z Are female managers better than the males?
Abstract Topics
Abstract topics are not related to any particular subject. Unlike the
first two sub categories knowledge plays a very limited role to
234 discuss such topics. These topics are generally opened ended and
Notes give full scope to aspirants to apply their common sense,
S
___________________ imagination and lateral thinking. Discussion of these topics can be
very nebulous. Sometimes candidates feel that the topic is very
___________________
simple but as the discussion progresses the participants find it
___________________
difficult to discuss. On the other hand, at times the topic looks very
___________________ difficult but the discussion proceeds smoothly. By nature abstract
___________________ topics lend themselves to varied and widespread discussion.
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However participants who make the grade in such GDs are the
___________________
ones who set clear boundaries as to what needs to be discussed.
___________________ Abstract topics can be best discussed using appropriate
___________________ exemplification.
___________________ Examples:
___________________ z Twinkle Twinkle little star
z Red
z An Elephant
Case/ Article Based Group Discussions

z In case studies, a short description of a situation (called a
)U
case") is given to all the participants. The case will typically be
a problem situation that requires a solution. The participants
have to study the case, analyze the problem and then discuss
their views about the possible solution to the problem with the
other members of the group
z It is important to read the case very carefully and aspirants
must not miss even the slightest detail as every single detail
can be crucial for giving solutions.
z The solutions given by the aspirants must be sound holistic,
credible, feasible and real. The solutions must incorporate the
interests and needs of all the stakeholders mentioned in the
case.
Check Your Progress

(c
Fill in the blanks:

1. By nature ……………… topics lend themselves to
varied and widespread discussion.
2. The extent of openness to the divergent ideas is also
evaluated in …………………… topics.
235
Qualities needed for Group Discussions Notes
S
Activity
___________________
Write a report on qualities
Group Discussions are held with a particular purpose in mind. It needed for group discussions.
may be to select a suitable candidate for job or suitable candidate ___________________
as student for admission to a particular course. In any of these ___________________

cases, the aim is to select a person owning some qualities. There ___________________
are certain qualities, which are looked for during a GD:
___________________
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Leadership Qualities ___________________
A person participating in group discussions must possess the ___________________

quality of leadership. Following are the leadership qualities needed
___________________
in group discussions:
___________________
z Taking Initiative: Primary among the qualities looked for is
___________________
the leadership quality. In GDs leadership qualities
necessitates that the individuals have the capacity to take
initiative during the course of the interaction. This could entail
adopting strategies such as beginning the discussion, picking
up the threads at a later stage, etc.
z Ability to Give Direction: It is not necessary to take the
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initiative if one is not familiar with the topic. The quality
which comes subsequent to it is the quality of possessing the
ability to give direction to the entire discussion.
It follows naturally that the interactant should have the power
and ability to sum up all that is being said in a manner which
is conducive to the growth of the discussion. Often, it happens
that one is led astray by emotions or by an inability to
comprehend the topic. This is coupled with the feeling that one
must make a perceptible contribution right at the very
beginning of the discussion in order to get noticed. In instances
such as these, if an individual is able to give some kind of
direction it becomes easier to follow the flow of the discussion.
The essential attributes of a leader are, therefore, to give
direction an individual would be viewed as a leader with the
(c
capacity of chalking out a strategy, filtering and assimilating

the ideas while leading and controlling the interactants.
z Taking the Group Along: The ability to sum up the
discussion not only at the end but also in between is a major
quality of the interactant. This helps in preventing the group
from straying away from the topic. In the course of the
discussion is not important to be the first speaker, but it
236 definitely is important to make even and regular contributions

Notes throughout the discussion. This can only be achieved when
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___________________ there is some one who is willing to take up rather tedious and
monotonous task of conjoining all the ideas and presenting
___________________
them in a nutshell to the participants at regular interviews.
___________________
z Listening: All this necessitates that the individual should
___________________
possess capabilities of listening to what the other participants
___________________ are saying. Here, once again we must emphasize the difference
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___________________ between hearing and listening. Listening would only be
evident when the listener shows signs of absorbing,
___________________
assimilating and then presenting the spoken material to the
___________________
rest of the participants. On the contrary, if only hearing has
___________________ taken place it indicates that the speaker has not been able to
___________________ penetrate the screen of indifference.
z Goal Fulfilment: These leadership qualities observed in the
group indicate that either the goal has been achieved or is in
the process of being achieved. In other words, we can say that
the topic has been thoroughly discussed by all the participants
with appropriate input from the leader and all of them have
been able to perform the important feet of bringing into focus
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the main/ancillary points related to the topic. Trying to conjoin
the efforts of all the participants in a fruitful manner which
would reveal all of them to be part of a cohesive group is no
mean achievement. It is definitely a Herculean task which
only a leader could perform.
Knowledge of the Subject Matter

Together with leadership qualities, the individual should also be
rather well–read about the issues under discussion. His knowledge
of the subject matter, two things need to be kept in mind – the
quantitative and the qualitative aspect of the topic. Where the
former is concerned, figures and numbers should not be reeled off
merely to prove one’s point or knowledge about an issue unless and
until one is absolutely confident of the same. If not in the group,
(c
then definitely among the experts there is bound to be someone

who would be aware of the details. Keeping quiet because of lack of
information or knowledge is really not as bad as trying to impress
the experts by spouting incorrect information. The quality of
presentation would be an appropriate assessment of the topic and
the issues discussed.
237
Analytical Ability Notes
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The next in the sequence of trying to present an acceptable picture ___________________
of the self is the capacity to use one’s analytical ability to the
___________________
optimum. While it is relatively simple to present data on an issue,
it gives the appearance of a well thought of and analysed ___________________
presentation in the GD. ___________________
___________________
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Clarity of Thought
___________________
Clarity of thought is extremely important which can be brought
about by a distillation of the essentials and abandonment of the ___________________
peripherals. The move in the discussion could be either from the ___________________
core to the periphery or from the periphery to heart of the issue.
___________________
The participants should not get hooked to the peripheral issues.
This could lead to unnecessary emphasis on trivial issues. There ___________________
has to be concentration in the moves which would indicate

awareness on the part of the participants regarding the subject
matter and the delineation of the topic. The shift from the general
to the specific will indicate awareness along all lines and areas
pertaining to the topic are bound to creep in.
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Conviction
Whatever is being said should be stated with conviction. It often
happens that the participants communicate their ideas in a group
without really believing in them. This more than evident at the
face level and is easy for the experts to decipher and identify. It
normally happens when the interactants harbour under the
misconception that to be heard in the group is more important
than positing of concrete ideas. Here, they are exposed because
they reveal a lack of conviction at the time of making a statement.
Flexibility
Conviction while speaking goes hand in hand with flexibility in
approach and ability to appreciate the viewpoint of the other
person. Often a participant makes an error in interpreting the
(c
topic which he realises, much to his dismay, some where in the

middle of the interaction. The need then arises to rectify the
mistake and proceed along correct lines. The transition, which
must be made, needs to be extremely subtle. Without really
admitting that a mistake has been made, the speaker has to accept
the view point of the other interactant and change sides to be one
238 with those who have a more positive understanding of the topic. To
Notes cite an example, if a glaring blunder has been pointed out by a
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Activity
___________________
Suggest few strategies co-participant you need to be alert enough to realise that it is a
according to you that you can mistake. You can start by saying, “I understand your point of
___________________
follow in group discussions.
view/that’s really good point…” and proceed by substantiating the
___________________
point of the co-interactant. You are new part of the group and are
___________________ no longer an alien. But this strategy should be adopted as a last
___________________ resort. In the first instance, there should be no errors made.
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Careful thought should be given to the topic floated, before any
___________________
kind of discourse is begun on the same. This strategy has been
___________________ presented as a rescue measure for extreme cases in which an error
___________________ has been made, albeit unwittingly, and the situation demands a
___________________
rectification. If unfortunately this be the case, the interactant
would not be at a loss to make suitable amends.
___________________
Check Your Progress

True or False:
1. Together with leadership qualities, the individual
should also be rather well–read about the issues under
discussion.
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2. Flexibility while speaking goes hand in hand with
conviction in approach and ability to appreciate the
viewpoint of the other person.
Strategies for Group Discussions

The first thing which needs to be kept in mind at the time of a GD
and interview is that one should be immaculately dressed. It is the
first impression of the interactant which to a great extent
influences the interviewers. Together with this, accessories which
as individual carry or possesses are also important. They speak a
language of their own which could be of great significance in
transmitting a positive impression to those monitoring the show.
Besides the dress, for the conduct during the Group Discussion,
(c
there are a number of dos and don’ts which should be kept in mind
at the time of participating in the GD.
Do’s
1. KISS (Keep It Short and Simple): The KISS principle which
states – Keep it (interaction) Short and Simple is the most
important of all the strategies to be adopted in a GD. The
descriptive mode which could be used in lieu of brief 239

statements should be avoided at all costs. This could lead the Notes
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participants into lengthy monologues merely to prove a point. ___________________
For example: ___________________
The harmful effect of Mathura Refinery on Taj Mahal cannot ___________________

be underestimated. Even the interior of Taj has started
___________________
looking pale. While almost the whole of it has been affected
___________________
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from the outside as well as from inside and so on and so forth
till all the participants are led astray. ___________________
The delivery should be crisp with only one or two points being ___________________
presented at a particular time. This strategy is extremely ___________________

important as it helps the other interactants in retaining the
___________________
focus. If there are more than two ideas discussed at the same
___________________
time the interactants might get confused. There are even
chances that the participant who is trying to make a mark in
the GD would get lost in the labyrinth of jumbled ideas and
issues.
2. Follow Principles of Oral Communication: While
presenting ideas, all essentials of oral communication need to
be observed. Like being polite, audible, pleasant and effective,
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besides being courteous, concise and correct.
3. Make Even Contributions: In a GD it is important that the
contributions made by the participants should be evenly
spaced. Often it is noticed that the participants are in a rush
to start speaking. In case you are not familiar with the topic
you can easily shelve the idea of trying to be the first speaker.
What is important in a GD is that you should make even
contributions if you, as a participant, want to create a long-
lasting impression in the minds of the people monitoring the
discussion.
4. Make Periodical Conclusions: It should be noted that
periodical conclusions are also important. They help in
retaining focus of the group. This strategy could also be
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adopted if the interactant is not familiar with the topic but

still needs to be listened to and to make a mark in the GD.
This however, should be the best resort. Prior to participating
in a GD you should be rather well-versed and updated on all
the current topic of national and international concern. But
God forbid, if a situation of this sort does arise where you feel
240 that worthwhile contributions from your side are not

Notes forthcoming from the very start of the discussion, then you can
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___________________ adopt a strategy of this kind. This also helps you to get the
group in to focus and prevents it from digressing from the
___________________
main topic. Here, you show leadership qualities and give the
___________________
impression on one hand, that you are a strong individual with
___________________ the capacity of controlling the GD.
___________________ 5. Be Deliberate and Slow in Delivering the Points: Every
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___________________ time you speak, try to be deliberate and slow in delivering your
points. If you start speaking too fast the rest of the
___________________
interactants would keep probing ideas and issues and
___________________
wondering as to what is the true import of the concepts.
___________________ A number of factors come into play when there is a situation of
___________________ this sort. Does your speed of speaking fit in with the other
individual’s speed of listening and assimilation? As stated in
the earlier unit on listening, there is a difference in the speed
of speaking and comprehension. Rarely does it happen that
there is a perfect match between the two. You being a new
member in the circle of participants in a GD would definitely
find it difficult to be accepted with your ideas if you insist on
speaking too fast. Secondly, it is also contingent upon your
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diction. If you do not have a very clear diction, once again the
same problems are going to arise. By the time the rest of the
participants become familiar with the talking strategies and
try to respond accordingly, they have already missed out on a
vital part of the discourse.
6. Adhere to Principles of Politeness: Once you start
speaking, there would be, at the same time, many interactant
who would like to have their voice heard over and above yours.
You have the floor but it may not be yours for long if, and
when, others make some “uncommunicative” attempts. You
need to finish stating your own point but there are others who
would not let you complete your statement.
In this kind of situation, what you need to do is to tackle the
(c
situation in firm and decisive manner. All principles of

politeness need to be adhered to in the process. Your “please”,
“Excuse me, I have a point to make” and “I still have not
finished speaking” should be in place. You should abide by the
basics norms of etiquette. There is bound to be someone
monitoring the GD who would be impressed by these
strategies, where despite odds, in which probably the entire
discussion has taken the face of a fish market, you have been 241
able to continue. But once again what needs to be kept in mind Notes
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is the fact that you to need to be heard. “If you cannot beat ___________________
them, join them” should be the ultimate guiding factor which
___________________
should help you to determine which strategy needs to be
adopted or avoided. ___________________
7. Substantiate your Point with Examples: Substantiating ___________________
point with examples is also a very good strategy to be observed ___________________
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at the time of the GD and should be adhered to in an orderly ___________________
manner. The individual should, at no cost, start by narrating
___________________
an incident or cite an example and than round it off with a
point. While this could be an effective strategy in informal ___________________
interaction or discourse of any kind in GDs, one needs to ___________________
observe a different code for communication. If you get the floor
___________________
and begin with an example, the first thought which crosses the
mind of the people monitoring the GD, is that you are merely
substantiating the point of another participant by citing an
example.
Don’ts
1. Don’t speak loudly: Inability to make oneself heard above
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the loud noise in the GD can lead to virtual screaming on the
part of the interactant. Not only the tone becomes loud but
even the manner of presentation becomes rather overbearing
and pushy. This move has a negative impact on the rest of the
participants as well as on the people monitoring the GD. Try
at all costs to avoid this kind of strategy as it could well have
some kind of negative repercussions.
2. Avoid taking a negative stance: Coupled with this is the
“don’t” which normally come into play – avoid taking a
negative stance against any participant, however incompetent
or ill-informed he may appear to be. He might try to make his
voice heard above those of the other participants. Your
feelings, positive or negative, to wards particular participants
(c
are found to surface during the course of the interaction. They

should be kept in check as they would prove contrary to
leadership qualities which you are expected to possess.
3. Don’t provide opportunities for others to talk, at your
own cost: At the time of the GD the need of the hour is to
avoid being magnanimous where offering opportunities to
242 other interactants is concerned. Suppose you decide to

Notes relinquish the floor to another person you may not be able to
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___________________ regain the same. This normally happens when you ask a
question and wait for a response. This begins with the other
___________________
interactant answering the question and then talking on the
___________________
role of the sender of the forcing you to interchange your role.
___________________ To cite an example,
___________________ A: There are a number of ways through which pollution could
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___________________ be brought under control. What are you views on it?
(Looking at B).
___________________
___________________
B: I am certain of it. One of the ways could be…
___________________ Once a has committed this mistake it is probable that a would

not get the floor. The best strategy would be to ask a rhetorical
___________________
question which would necessitate, at its best, a “yes” or a “no”
as a response, i.e. statements like, “Isn’t pollution going to lead
to erosion and depletion of natural resources, illness of the
mind and the body?” This would give the impression that you
as a participant are including all in the interaction and are
open enough to accept differing views.
4. Don’t give the look of a casual approach: There is a
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tendency among some participants to convey an impression of
casualness during participation in a GD. Some obvious
manifestations would be evidenced in the positioning of hands
and legs during the course of an argument. The following body
postures should be avoided:
Sitting with one leg folded square on top of the other leg so
that the ankle comes to rest on the knee of the other leg.
This casual posture is more or less like numeric 4 and
indicates that the individual wishes to adopt in informal
approach to the discussion. This posture is evidenced in
people with a closed personality who likes comfort.
Crossing the legs primarily to make them selves more
comfortable in the course of the exchange. However, this
(c
needs to be avoided. At no juncture, in a formal discussion,

must the interactant indulge in a posture of this kind.
Shaking of one’s legs when listening to the other
interactants is another gesture commonly witnessed. This
once again creates a negative impression of the
interactant. Frustration and inability to get what one 243

want is normally associated with this gesture. Notes
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Stretching of legs in front of the self as if the entire floor ___________________
belonged to the interactant is again a rather casual mode ___________________
of positioning of the self in the discussion.
___________________
Too much flying of the hands as if one was in the middle of
___________________
theatrical performance can be counter-productive.
___________________
PE
Excessive hand movements while speaking denotes that
hands are being used as props to communicate and that, ___________________
one lacks the ability to use proper words or suitable ___________________
expressions to get the ideas or message across.
___________________
This does not imply that you should keep your hands
___________________
tightly locked and convey a rather stiff impression about
___________________
your self to the people monitoring the GD.
Draping the arm around the head of the chair is once
again a rather casual gesture which needs to be done away
with. It indicates an intimacy of a rather personal kind
where proximity connotes familiarity. This posture should
be avoided for two reasons. One, the discussion is not of an
informal nature, and two, proximity with other
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participants should be minimized.
You are an individual in your own right and need to remain so
with a distinct and different personality. You must not make an
attempt to submerge your personality with that of the other
individual. If you so wish to indicate that you are leader it is all the
more necessary for you to portray that you are an individual with a
distinct personality.
Check Your Progress

True or False:
1. If you start speaking too fast the rest of the
interactants would keep probing ideas.
(c
2. Excessive hand movements while speaking denotes

that hands are being used as props to communicate.
Summary
The Group Discussion is a personality test, most popular with
public/private sector undertakings, government departments,
244 commercial firms, IIMs, Universities and other organizations, used

Notes to screen candidates, after the written test. Group Discussion is a
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___________________ part of Oral Communication.
___________________ The entire study of communication would remain incomplete if
___________________ there was no analysis of the system of group discussions
(henceforth, GDs). To gauge/judge the mettle of students prior to
___________________
their entry into any organization, the communication skills of each
___________________ one of them are tested vis-à-vis others equally, academically,
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___________________ competent candidates. The ones who qualify at this level are
further subjected to rigorous interviews where, under pressure,
___________________
their responses are measured.
___________________
A Group Discussion primarily evaluates one’s ability to interact in
___________________
a group on a given topic. One’s group behaviour means so much for
___________________ one’s success as a manager or an executive responsible for
coordination and organization of activities of groups of individuals.
The GD Evaluators, therefore, focus on group dynamics rather
than contents of the discussion.
Lesson End Activity

Prepare a set of arguments on the topic “Success is money”.
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Keywords
Discussion: The word ‘discuss’ has been derived from the Latin
word ‘discutere’ that means ‘to shake’ or ‘strike’ from the same
root.
Group discussion: An informal affair where the members are
present not because they hold a position but because they have
agreed to participate in the discussion.
Argumentative: Given to expressing divergent or opposite views.
Abstract: Considered apart from concrete existence.
(c

1. How does a candidate become a leader of the discussion in a
group?
2. What traits of candidates are evaluated by the panelists of a
group discussion? Elaborate your answer with examples.
245
3. Comment on the importance of body language for being
Notes
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successful at a Group Discussion.
___________________
4. Write a short note on case based group discussions.
___________________
Further Readings ___________________
___________________
Books
___________________
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___________________
Books.
___________________
___________________
Publishing House.
___________________
Concepts, Cases and Applications, Pearson Education. ___________________

Web Readings
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http://mba.halfmantr.com/index.php/types-of-group-discussion
http://members.tripod.com/teaching_is_reaching/group_discussions
.htm
http://www.superjobsonline.com/interview/preperation_for_intervie
w/types_of_group_discussion.html
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UNIT 20: Case Studies
Unit 20
247
Notes
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Case Studies
___________________
___________________
___________________
Objectives
___________________
After analyzing these cases, the student will have an appreciation of the
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___________________
___________________
Case Study 1: Employment Interview
___________________
Mr. Varun Bhatia is an MBA. He is being interviewed for the
___________________
position of Management Trainee at a reputed company. The
selection committee is chaired by a lady Vice-President. Mr. ___________________
Bhatia’s interview was as follows:
Committee: Good morning!
Mr. Bhatia: Good morning to Sirs and Madam!
Chairperson: Please, sit down
Mr. Bhatia: Thank you [sits down at the edge of the chair. Keeps
his portfolio on the table]
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Q. Chairperson: You are Mr. R P Bhatia.
Mr. Bhatia: Yes, madam. This is how I am called.
Q Chairperson: You have passed MBA with 1st Division.
Mr. Bhatia: Yes, madam.
Q Chairperson: Why do you want to work in our organization?
Mr. Bhatia: It is just like that. Also, because it has good
reputation.
Q Member A: This job is considered to be quite stressful. Do you
think you can manage the stress involved?
Mr. Bhatia: I think there is too much talk about stress these
days. Sir, would you tell clearly what you mean by stress? I am
very strong for any stress.
Q Member B: What are your strengths?
Mr. Bhatia: Sir, who am I to talk boastfully about my strengths?
You should tell me my strengths.
(c
Q Member C: What are your weaknesses?

Mr. Bhatia: I become angry very quickly.
Q Member A: Do you want to ask us any questions?
Mr. Bhatia: Yes, sir! What are the future chances for one who
starts as a management trainee?
Contd…
248 The member tells Mr. Bhatia the typical career path for those
Notes starting as Management Trainee. The Chairperson thanks Mr.
S
Bhatia. Mr. Bhatia promptly says in reply, “you are welcome,”
___________________ and comes out.
___________________ Questions
___________________
1. Do you find Mr. Bhatia’s response to various questions
effective? Give reasons for your view on each answer given by
___________________ Mr. Bhatia.
___________________ 2. Rewrite the responses that you consider most effective to the
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above questions in a job interview.
___________________ 3. Mr. Bhatia has observed the norm of respectful behaviour and
___________________ polite conversation. But, do you think there is something gone
wrong in his case? Account for your general impression of Mr.
___________________ Bhatia’s performance at the interview.
___________________ Source: Khetarpal. Vandana, “Business Communication” (2010), (P-132), Excel Books
Pvt. Ltd.
___________________
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249
Case Study 2: Career Counselling of Ms. Harshita Verma Notes
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Participate in a small group (3-4 students) discussion that will ___________________
take place in the presence of an observer, who will give his/her
___________________
concluding remarks.
You have agreed to do career counselling for a 47 years old ___________________
woman Harshita. She is married, and her two children have
___________________
finished college. She got her college degree in elementary
education 26 years ago, taught classes 1 to 5 for three years, and ___________________
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then became a housewife when her first child was born. She has
always enjoyed art (especially painting and acting), but is not ___________________
sufficiently talented, she believes herself to be an artist. Her
husband, a secondary school principal, is supportive of her ___________________
returning to the work force, but does not want her working at the ___________________
local fast food chain. They live in a small town, but are within an
hour's drive of a large metropolitan area. During your first ___________________
meeting, you learn that she has held some part-time
secretarial/clerical jobs over the years, but her drinking problem ___________________
has gotten her dismissed twice, most recently three months ago.
She is now recovering, and attends a support group two nights
per week. She is amenable to retraining, and would like to have
an income of Rs. 10,000 to 12,000 per month. Now, working in
your small group, discuss this case and the challenges facing the
counsellor and the client.
Questions
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1. What is your first impression of this situation?
2. What more would you want to know and how would you find
out more?
3. How would you proceed with this case?
4. What do you envision her tasks to be if she is to obtain and
hold a full time job?
5. What advice and counsel could you give her right now?
Source: Khetarpal. Vandana, “Business Communication” (2010), (P-133), Excel Books

Pvt. Ltd.
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251
Notes
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___________________
___________________
___________________
___________________
___________________
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___________________
___________________
___________________
___________________
___________________
BLOCK-V
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252
Notes
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___________________
UNIT 21: COMMUNICATION ON THE NET UNIT 23: BUSINESS COMMUNICATION
ETIQUETTE
z ___________________
Introduction
z Introduction
z E-Mail
___________________
z Meaning of Etiquette
z Netiquettes
___________________
z What is Involved in Business Communication
z Blog Writing
___________________ Etiquette?
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z Web Writing
z Types of Business Communication Etiquette
___________________
UNIT 22: BUSINESS NEGOTIATION SKILLS z Business Etiquette & Communication Skills
___________________
z Introduction z Ten Business Etiquette Tips
___________________
z Business Negotiations
UNIT 24: LEGAL AND ETHICAL ISSUES IN
z ___________________
Distributive Negotiation BUSINESS COMMUNICATION
z Integrative Negotiation
___________________ z Introduction
z Rational Negotiation z Communication Policy
z Effective Communication & Negotiation z Defamation

z Invasion of Privacy
z Misrepresentation and Fraud
z Other Legal Areas in Business Communication
UNIT 25: CASE STUDY

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(c
UNIT 21: Communication on the Net
Unit 21
253
Notes
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Communication on the Net
___________________
___________________
___________________
Objectives
___________________
topics: ___________________
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\ E-Mail ___________________
\ Netiquettes ___________________
\ Blog Writing ___________________
\ Web Writing ___________________
___________________
Introduction
The internet, since discovered as a powerful communication tool
has grown, expanded and spread through out the world like wild
fire. It has since become arguably the most powerful source of
communication and resource. Many people in the world have
access to the internet and almost every company has full access to
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surf the net. The internet has broadened our horizons in ways we
never dreamt to be possible. Advertising on web pages, e-mail,
instant chat, video conferencing and many other ways of
communicating has evolved through out the years. As most of us
know, the internet was developed for the United States army as a
source of communication but it soon became public. Take for an
example some of the things that we can do on the net. You can log
in and instantly see which of your friends are online. You can send
them an instant message, e-mail them, chat or make a video call. If
you are working online then you can see which of your colleagues
are online and work with them. When e-mail first came into the
scene it was not possible for you to just walk into any remote
computer lab and view your e-mails. But now this is possible with
(c
web based e-mail. Companies like Microsoft, Yahoo and G-mail

provide free web based e-mail. If you don't mind seeing some
advertising on your web page then any one can sign up and use
these services free of charge. It is not only as online text that you
can send e-mails. Now there is the facility where you can attach
files and mail them to who ever you want. You can attach files,
254 folders, wave files, pictures and any other sort of file you can think
Notes of provided that the size and format is compatible on both ends.
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Activity
___________________
Explain all the elements of The next best thing to e-mail is chatting. Chat services allow you
e-mail with the help of a
___________________
presentation. to actually have a live conversation with another person or a group
___________________ of people. Now it is possible to chat online through the web browser
it self. There are many chat services available on the net. Some
___________________
chat services provide the facility where you can have a private chat
___________________ with any of your friends.
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___________________ The next step was video conferencing. You can see and talk to
___________________ another person or a group of people provided you have a web cam
___________________
and a head set with a mike. Some providers give this facility
totally free of charge. If you have a high speed internet connection
___________________
the quality of the video will be high. It is actually better than the
___________________ telephone because you actually get to see the person you're talking
too.
All these technological advances exploded during the last few
years. The internet has shown us new ways of communication and
has actually taken communication to a whole new level. Now it is
almost impossible to imagine life or communication with out the
internet.
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E-Mail
Ever since the electronic mail facility has been brought into the
public domain through the Internet, it has become lifeline for
many business enterprises and personal relations. It is not
uncommon for common men today to receive scores of e-mails
everyday, even when they are asleep.
E-mails have transcended all the boundaries across the globe
connecting civilizations scattered far and wide. Though one is
totally free to write and express oneself in any manner one chooses
to, yet there are certain better ways of writing than others. Well
formed e-mails go a long way to produce the desired response from
the recipients. Some e-mails simply attract you to open and read
(c
them and there are some so obnoxious nobody cares to even open
them. In this section some of the time-tested practices that have
proven to be highly effective in delivering the message to the
designated recipients are discussed.
One can write anything in any manner in an informal e-mail so
long as it serves the very purpose of e-mailing. However, the same
is not true with e-mails with business intent. The sender and 255
recipient of business e-mails do not always enjoy informal Notes
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relationship and in the worst case the entire business could be at ___________________
stake if some mannerism is not followed religiously.
___________________
Since the volume of e-mails exchanged among business enterprises
___________________
has become so high that only well-formed and effective e-mails
prompt their recipients to open and read them. Those e-mails that ___________________
do not appear to be important may end up in wastebasket or may ___________________
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be treated as junk mail to be thrown into trash box. ___________________
As a sender of business e-mail you would like the recipient to open ___________________
the mail and respond to it positively. Some useful tips that make
___________________
an e-mail more effective in delivering its intended purpose are
described below. ___________________
___________________
Sender
Subject line: This is the most important field in a received e-mail
because most of the users sort the incoming mails on this field. An
unknown or unexpected sender name may not arouse much
interest in the recipient; on the contrary, the recipient may become
suspicious of the content.
)U
It is advisable to include name, occupation, and any other
important identification information in the first few lines of the
message as well.
More often than not recipients browse through the “subject” of the
received e-mails and base their action on the basis of the subject
line. If the subject line does not appear to be important enough the
recipient may not even look at the mail. Therefore, care should be
taken to make the subject line relevant and useful for the reader.
Some do’s and don’ts are listed below.
Do not leave the subject line blank

A blank subject line says nothing about the mail. The recipient has
only one clue “From” to take a decision about the mail. Though the
(c
recipient may recognize you as sender he would have no clue as to

what the content and intent are. Most reasonably he may treat the
mail to be not so important and as a result he may decide to attach
less priority to it.
256
Personalize the Subject Message
Notes
If the name of the recipient and the sender is specified in the
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___________________ subject line, the recipient may immediately be able to connect to
___________________ you. Some examples are given below:
___________________ z Vibhor to Kashyap
___________________ z Rajan from Sitamarhi
___________________
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Mention the content/intent of the mail
___________________
Even though the recipient is able to recognize the sender yet he
___________________
may think the mail is casual one. However, if you also include a
___________________ brief mention of the content or intent of the mail the recipient may
___________________ even begin thinking of the action he would take just by looking at
the subject line alone. Look at the following subject lines, for
___________________
example.
z Vibhor to Kashyap – “the room has been booked”
z Rajan from Sitamarhi – “the order is ready”
z Asian Bank -“your account is updated”
Try to avoid Vague Message

)U
Many mails’ subject line sound important but are vague. They are
often infectious mails containing variety of viruses. Look at the
following subject lies, for example.
z Your ticket is ready
z Collect your prize
The Message
The message must be clear and unambiguous to be more effective.
Some useful tips for the structure and content of the message are
listed below:
z Keep your message readable by avoiding non-standard
abbreviations like “b4u”, “cu” etc.
(c
z Emphasize the important points by proper indentation;

z Separate one paragraph from the other with a blank line in
between;
z The action the recipient must take should be clearly stated;
z Always include the received message, if any, in case you are
replying to business e-mail.
Attachments 257
Notes
Attachments make readers do a little extra and more often than
S
Activity
not takes running another program to open the attachment. This, a Within your group discuss
___________________
various kinds of netiquettes
recipient may not like to do immediately. Therefore, attachments that___________________
internet users need to
should be included in business e-mails only when it is necessary. follow.
___________________
Some useful tips are listed below.
___________________
z Avoid big attachments
___________________
PE
z Avoid attachments which require non-standard software to
___________________
open
___________________
CC (Carbon Copy) and BCC (Blind carbon Copy)
___________________
CC recipients’ names are visible to all the recipients of the mail
___________________
while BCC recipients’ names are not. You must include CC
recipients in case the business communication so requires. Care ___________________
must be taken to conform to the organization protocol while doing

so.
Language and Diction

The language of the message must be carefully chosen to suit the
recipient. The e-mail is meant for the recipient and not for the
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sender. Therefore, the language and diction must be according to
the liking of the recipient.
Check Your Progress

True or False:
1. Well formed e-mails go a long way to produce the
desired response from the recipients.
2. The sender and recipient of business e-mails always
enjoy informal relationship.
Netiquettes
The Internet has spawned a new universe where myriads of people
(c
sitting across the globe are constantly communicating. Internet is

owned by different individuals and group of individuals. It is
running through different nations and countries all over the world;
not covered by any specific law or constitution. That is the reason
why internet is a free world and anyone can use the technology of
the World Wide Web to benefit or intentionally harm others. In
order to make the internet a better place to work, to learn and to
258 explore; web developers must be responsible enough and follow

Notes these basic web etiquettes or also known as Netiquettes.
S
___________________
“Netiquettes is the term employed to mean the etiquettes and
___________________ manners that one is expected to follow while communicating
___________________ through the Internet”.
___________________ Some of the netiquettes that the netizens expect from each other in
this universe are listed below:
___________________
PE
z The Internet is public domain phenomenon. Therefore,
___________________
communication on the net should not be treated as secure. As
___________________
such the content of the communication should not be
___________________ objectionable to the public at large.
___________________ z The copyright on material used in your communication must
___________________ be given due respect.
z You must not make modifications in messages being forwarded
or re-posted.
z You must ensure that you have obtained proper permission
from the concerned person/organization while forwarding a
message.
)U
z Avoid participating in chain mails as very often that is used
for malicious purposes such as over-flooding the net.
z Make sure that the recipient(s) is/are the ones you intend to
send your message to.
z Your language and diction must not be objectionable to the
recipients. In particular you must not abuse, threaten or
intimidate through your message.
z Your message must not violate local and international laws.
z You must not use abusive language and pornographic
materials in your messages.
z Use smileys or graphical characters to indicate tone of voice,
but use them sparingly.
(c
Check Your Progress

Fill in the blanks:
1. …………………….. is running through different nations
and countries all over the world; not covered by any
specific law or constitution.
Contd…
259
2. Communication on the net should not be treated as
Notes
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…………………….. Activity
___________________
Write a blog on
communication in your office.
Blog Writing ___________________
___________________
Blogging is rather a recent phenomenon. Blog is short form of
Weblogging wherein an Internet user may maintain a running ___________________
updatable personal diary for public sharing. Since a blog is meant ___________________
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for public readership it invariably requires public readability.
___________________
Generally, blogging may not seem to be important as far as direct
___________________
business is concerned. Nevertheless, it has the potential to become
an effective medium for canvassing and making public opinion. A ___________________
class of business bloggers has recently started using personal and ___________________
corporate blogging to leverage public opinion to enhance their ___________________
business prospects.
Most of the bloggers adopt certain conventions widely accepted in
the blogging community as a matter of good practice. Outlined
below are some of them:
z It is advisable to keep the headlines descriptive enough to give
a fair idea of the contents of the blog.
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z Modularize your presentation so that the readers may
concentrate on the portion of the blog that interests them.
z Present the links in order of their importance.
z Keep the posting small and expressive. Generally a 250-word
size is recommended.
z The non-textual contents such as lists, images, tables, notes,
quotes, icons, etc. should be aesthetically distributed on the
posting.
z You must use a language that I simple to understand because
the audience is global.
z Updates and modifications must be made on regular basis.
(c
z Proofread your blog before posting.

260
Check Your Progress
Notes
Fill in the blanks:
S
Activity
___________________
Write an article on web
writing. 1. Blog is short form of ……………………. wherein an
___________________
internet user may maintain a running updatable
___________________ personal diary for public sharing.
___________________ 2. Updates and modifications must be made on ……………
___________________ basis.
PE
___________________
Web Writing
___________________
___________________ The Word Wide Web plays an important role in business

communication. Businesses all over the world are maintaining
___________________
large number of web pages often hosted on websites. Web writing,
___________________ including e-mail and blogs, therefore, reflects the character of the
individual business writing on the web. A small compromise here
can cause severe damage to the image of the business. Some of the
useful hints on web writing are listed below:
z Write only the contents which are meaningful to the business.
It is very easy to get carried away and clutter the writing with
unnecessary and even unwanted contents. The readers are
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looking for information they want not the information you care
to provide.
z Contents should be organized in clean modules of paragraphs
as far as possible.
z Your contents should be able suggest readers what to do.
z In a multi-paragraph content it is better to present it in
bulleted or list form.
z It is advisable to keep list items less than 10. There are
reliable studies indicating that people often remember 7-10
things at a time.
z Do not use long sentence which require considerable effort on
the part of readers to comprehend.
(c
z Include live links in case there are links to your contents.

z As usual, honour the copyrights of materials you may use in
your web writings.
z Always spend some time for editorial efforts on the contents of
the web writing.
261
z Adopt a uniform mode of navigation through out the web
Notes
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writing.
___________________
z A little care for the looks and feel of the presentation can
enhance the readability of your web writing. ___________________
___________________
Check Your Progress
___________________
Fill in the blanks:
___________________
PE
1. The ……………… are looking for information they
___________________
want, not the information you care to provide.
___________________
2. Adopt a uniform mode of ………………. through out the
___________________
web writing.
___________________
Summary ___________________
The Word Wide Web plays an important role in business

communication. Businesses all over the world are maintaining
large number of web pages often hosted on websites.
E-mail was one of the first ways we started to use the internet. It
was not too long ago that we started using this facility. You type
)U
what you want and send the mail to the relevant mail address. The
message is delivered electronically. It takes a matter of minutes if
not seconds for the message to be delivered.
The sender and recipient of business e-mails do not always enjoy
informal relationship and in the worst case the entire business
could be at stake if some mannerism is not followed religiously. It
is advisable to include name, occupation, and any other important
identification information in the first few lines of the message as
well.
Attachments make readers do a little extra and therefore should be
used only when necessary. CC recipients’ names are visible to all
the recipients of the mail while BCC recipients’ names are not.
Netiquettes is the term employed to mean the etiquettes and
(c
manners that one is expected to follow while communicating

through the Internet.
Lesson End Activity

Create a digital essay with images and text on the topic of
netiquettes.
262
Keywords
Notes
S
E-mail: Short for electronic mail is a bundle of textual and non-
___________________
textual messages exchanged between the users over an electronic
___________________ network.
___________________
CC (Carbon Copy): A mailing address where a copy of the
___________________ message is sent along with the names of other recipients.
___________________ BCC (Blind carbon Copy): A mailing address where a copy of the
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___________________ message is sent without the names of other recipients.
___________________ Netiquette: A term employed to mean the etiquettes and manners
___________________ that one is expected to follow while communicating through the
Internet.
___________________
Blog: Short form of Weblogging wherein an Internet user may
___________________
maintain a running updatable personal diary for public sharing.

1. Explain what may happen if you leave the subject line of your
e-mail blank?
2. You are the marketing manager in your organization. Write an
)U
email to a prospective customer to whom you had a telephonic
conversation a few days ago.
3. Write the first blog for your company.
4. Outline the basic guidelines to effective web writing.
Further Readings
Books
Books.
Publishing House.
(c

263
Notes
S
___________________
Web Readings
___________________
http://www.bizymoms.com/computers-and-technology/internet-
___________________
communication.html
___________________
http://www.webliminal.com/essentials/eoc-rtfs/ch03.htm
___________________
PE
http://technokeeper.hubpages.com/hub/-Netiquettes-The-Internet-
___________________
Ettiquettes
___________________
___________________
___________________
___________________
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(c
(c
)U
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UNIT 22: Business Negotiation Skills
Unit 22
265
Notes
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Activity
Business Negotiation Skills

___________________
Write a report on business
negotiation.
___________________
___________________
Objectives
___________________
topics: ___________________
PE
Business Negotiations ___________________
Distributive Negotiation ___________________

Integrative Negotiation ___________________
Rational Negotiation ___________________
Effective Communication and Negotiation
___________________
Introduction
Negotiations become an important aspect of business
communication when resolving issues. Business negotiations can
range from a worker's request for higher pay to discussions of an
)U
international business deal. Negotiation is nothing but a
discussion among individuals to reach to an alternative which
would satisfy all. In everyday life, home, office, street, especially in
diplomacy and in the contemporary business world, negotiation
and negotiators have become incredibly important, difficult to
assess. For a modern company, a good negotiator brings in three
hours, what other performers bring in several months. In business,
if you have mastered the art of negotiation, you have an extra
chance to win more and longer and keep a good relationship with
your partner. When you negotiate well, you can guide, influence
and manipulate the partner to make him cooperate.
Business Negotiations
Negotiations can be called as a way of resolving disputes. It is
(c
considered as being synonymous to settlement, agreement,

collaboration and bargaining. It takes place almost in all spheres of
life -be it is business, personal circumstances (married life,
parenting, etc.), legal procedures, government matters, etc.
Negotiation can be defined as a channel of communication
266 intended to reconcile differences between parties and to settle

Notes conflict jointly. The parties aim at achieving a win-win position.
S
___________________
Business Negotiations requires a lot of homework, such as asking
___________________ what is the need of negotiation, who all are involved, what are
___________________ their view points, what are your aims, what is expected from
negotiation, etc.
___________________
Negotiation involves minimum of two parties. The aim of
___________________
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negotiation is understood by both parties. The parties are willing
___________________ to arrive at a mutually agreeable outcome. The outcome is
___________________ acceptable to both parties.
___________________ The goal of business negotiations should be to obtain a win-win
___________________ outcome, according to Mind Tools, an informational resource for
business communication skills. A win-win outcome leaves all
___________________
parties of a negotiation satisfied. The first step in achieving this
outcome involves knowing what the other party wants.
An effective communication is directly proportional to an effective
negotiation. The better the communication, the better the
negotiation would be. Discussion does not mean fighting and
shouting, instead it is simply the exchange of one’s ideas, thoughts
and opinions with each other. One needs to have excellent
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communication skills for a healthy and an effective discussion.
Communication is an art and one should master it to excel in all
kinds of negotiation. The other person will never come to know
about your thoughts and ideas unless and until you share it with
them. One can’t see your grey matter. Lot depends on how you
speak.
Do’s and Don’t in Case of Negotiations

There are certain do’s and don’ts in case of negotiations:
z Do not discuss too many issues, emphasize on the prior issues.
z Be honest and straightforward. Don’t get carried away by
rumours.
(c
z Never give deadlines; it might lead to delays in deals.

z Keep away personal differences. Just focus your arguments on
facts.
z Keep on giving recaps during the negotiation process.
z Avoid being rigid. Listen to the other parties view point if
valid.
267
z Give testimonials for your argument. Support your argument
Notes
S
with facts.
___________________
z Don’t make demands which can’t be accepted at all.
___________________
z Don’t let emotions overwhelm you.
___________________
z Be optimistic. Don’t fear losing. There are opportunities in
___________________
other transactions also.
___________________
PE
Effective communication is important in salary negotiations as ___________________
well
___________________
Express your salary expectations clearly in front of the recruiter. If
you want your salary to be more than what he has quoted, mention ___________________
it very clearly but politely. Try your level best to convince the ___________________
recruiter why you need salary hike and probably how will you
___________________
justify it once you join the organization. There is nothing to be
afraid of; even the organization needs talented people like you.
Learn to be a bit tactful. Your style, your accent, your
pronunciations are also important. Do lay emphasis on words that
you feel are important. If you are not satisfied with the offer, it’s
better to decline it but in a very polite way. Remember we all
belong to good families and must behave like educated and
)U
cultured people.
An effective communication is of prime importance in business

deals also
The terms and conditions must be mentioned clearly for better
transparency and don’t try to hide anything from the second party.
It’s always better to depend on written modes of communication
like emails, letters, documents or agreements for better reliability.
Use corporate terminologies, professional jargons and never use
irrelevant statements in your speech. It is considered highly
unprofessional.
One should also be very careful with his pitch and tone. Always
remember battles can be won just by being decent and polite. Don’t
(c
be rude and harsh on others. Speak slowly and convincingly in a

tone audible to one and all. Do not speak either too fast or too slow.
The other person must understand your speech. Never be loud or
shout on anyone. It’s unethical to speak ill or insult anyone just for
a deal. Relationships are more important and must be valued.
268
Check Your Progress
Notes
Fill in the blanks:
S
Activity
___________________
Make a poster for distributive
negotiation. 1. The better the communication, the better the
___________________
……………….. would be.
___________________
2. Communication is an ………. and one should master it
___________________ to excel in all kinds of negotiation.
___________________
PE
___________________ Distributive Negotiation
___________________ Distributive negotiation is the type either/or, choosing only
___________________ between victory/defeat. It is one that takes the form of a
transaction where one party is not possible to win without the
___________________
other party to lose. Each partner's concession comes at the expense
___________________ of the grantor and vice versa. In this perspective, negotiation put
the two opponents face to face with opposing interests and becomes
a confrontation of forces in which one side must win. Any
concession is a sign of weakness. Any successful attack is a sign of
strength.
The negotiating objective will be an agreement that will not take
into account the partner's interests and it will be even better if the
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effects will hit hardest. In such a negotiation, the outcome will be
decisively determined by the balance of power between partners.
The worst consequence of such agreement is that the
disadvantaged party will not be willing to comply. They will try to
recover the handicap, or to revenge. Negotiating tactics and
techniques used in distributive negotiation are typical to resolve
conflict situations. They are tough and tense. It is important to
anticipate or discover early the aggressive tactics of the opponent's,
to make them bounced off and lose there effectiveness.
Among the usual tactics can be mentioned:
z Contre polemic waged by permanent and systematic deviation
from the subject.
Attack in force and intimidation.
(c
z Rhetorical manoeuvres based on concealment, the masking

intentions, hiding the truth and the culprits’ opponent.
z Disqualification in bad faith by personal attacks and the fall in
the mockery.
269
This type of negotiation is possible when the interest opposition is
Notes
S
strong, and the imbalance of forces is significant. Activity
1. ___________________
Discuss within your group
Check Your Progress the various aspects of
___________________
integrative negotiation.
Fill in the blanks: 2. ___________________
Write a newspaper article
on rational negotiation.
1. Negotiating tactics and techniques used in distributive ___________________
negotiation are typical to resolve ……………….
___________________
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situations.
___________________
2. Distributive ……………… is the type of either / or,
choosing only between victory / defeat. ___________________
___________________
Integrative Negotiation ___________________
Integrative negotiation (win/win) is that when the partner ___________________
aspirations and interests are respected, even if they come from

their own. It is based on mutual respect and the tolerance for the
differents opinion and aspiration. The advantages of this kind of
negotiation are those that it achieves better, more sustainable
solutions, the parties feel better and the relations between the
parties increase.
)U
Both wins and both support the agreement’s solution. Integrative
negotiation creates, save and strengthen long term business
relationships. This optical of the negotiation bypasses and avoid
conflict situations. Climate negotiations are characterized by
confidence and optimism, and the agreement, once achieved, can
be respected. Specific tactics are based on mutual concessions
(shorter delivery terms for an immediate payment, for example).
Check Your Progress

True or False:
1. Integrative negotiation is that when the partner
aspirations and interests are respected, even if they
come from their own.
(c
2. Specific tactics are based on mutual concessions.
Rational Negotiation
Rational negotiation is the one where the parties do not have the
only propose to do or to obtain concessions agreed by the
negotiating positions of subjective, but to try to resolve disputes in
270 an objective position fund other than the position of either of them.
Notes To do this, there must be clearly defined mutual interests in a total
S
___________________ transparent sincerity, without the slightest recourse to conceal or
suspicion. It begins with the formulation of the problems to be
___________________
solved, as answers to questions like: What's wrong? Where is evil?
___________________
How is it manifested? What are the facts which are contrary to the
___________________ situation? It continues with a diagnosis of the situation, insisting
___________________ on the causes that prevent problems. Then it is searched for the
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theoretical solutions and it is agreed concerning the measures from
___________________
which at least a few may be put into practice. Rationality
___________________ algorithm is then: defining problems, diagnosing causes and
___________________ seeking solutions. Negotiator seeks to understand the stakes
___________________
wagered by a partner, to know his feelings, motivations, and its
concerns.
___________________
Disagreements which remain unresolved are settled by recourse to
objective criteria such as scientific references, legal norms, moral
rules or offices of a neutral arbitrator. Diverse interests of
participants in the negotiation and, often, conflict of interest, can
not be solved only through the correct application of principles for
conducting negotiations and appropriate communication of
intentions, by formulating an argument that will produce the
)U
desired effect. The purpose of any negotiations should not be to
"win" negotiating any price, but to "win" the deal negotiated. So,
negotiation is a focused and interactive form of communication, in
which two or more parties that are in disagreement aim to reach a
deal that solves a common problem or achieve a common goal.
Negotiating to create, maintain or develop interpersonal and social
relations in general as a business relationship, or diplomatic work,
in particular. The fact that negotiations do not always follow the
results shows the direction of a deal. Often they are held to their
side effects, such as gaining time, maintaining and improving their
relationships, preventing deterioration of the situation in the
conflict.
(c
Check Your Progress

Fill in the blanks:
1. There must be clearly defined …………….. interests in
a total transparent sincerity.
Contd…
271
2. Negotiation is a ……………… and …………….. form of
Notes
S
communication, in which two or more parties that are Activity
in disagreement aim to reach a deal that solves a ___________________
effective communication and
common problem or achieve a common goal. ___________________
negotiation.
___________________
Effective Communication & Negotiation
___________________
Regardless of the type of small business an owner may be involved ___________________
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in, there are always negotiations that take place on a daily basis.
___________________
These may be as simple as choosing a meeting time and place, or
they could be much more important to the overall business ___________________
structure, such as working out the details of a big contract. ___________________

Business people need to be skilled in negotiation tactics and
___________________
understand how to effectively communicate during the negotiation
___________________
process.
Non-Verbal
In every type of communication scenario, including during
negotiations, non-verbal communication is sometimes more
important than what is actually being said. You should pay
attention to the non-verbal cues of the opposing negotiator as well
)U
as to any non-verbal cues he may be portraying. For instance, if
someone suddenly crosses his arms across his chest during the
discussion, it can indicate that he is disagreeing with what is being
said. Paying attention to non-verbal cues can help you to change
your strategy.
Verbal
What is verbally being stated with the negotiation is also
important. Negotiators should aim to follow some simple rules
during a negotiation, such as never raising voices, not interrupting
the other person when he is speaking and avoiding using jargon
that may not be easily understood by the other. A negotiator can
easily assess the effectiveness of her verbal communication by
asking the listener to paraphrase his understanding of the
(c
exchange.
Preparation
Before a negotiation begins, you should prepare for the exchange.
This includes identifying the goal of the negotiation, brainstorming
multiple solutions and determining what the main negotiation
272 tactic may be. In addition, you should create an outline of the main
Notes points that you will make during the verbal exchange of the
S
___________________ negotiation. You should also take some time to determine which
elements of the project you are willing to give up or compromise on
___________________
in order to reach a successful agreement.
___________________
___________________ Open-Ended Communication

___________________ While questions that can be answered with one word such as “yes”
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or “no” have their place in effective communication and
___________________
negotiations, open-ended questions can reveal much more
___________________ information. For instance, asking the person what you would have
___________________ to do to negotiate this deal today and walk away with a signed
___________________
contract can reveal his objections to the deal. This tells you exactly
what you need to focus on and overcome within your presentation.
___________________
After asking an open-ended question, sit quietly and wait for an
answer from the other person. Do not try to fill the silence with
further communication.
Considerations
There are certain power plays that can be used in negotiation
strategies and which can impact effective communication during
)U
the exchange. For instance, sitting behind a big desk while the
other person is effectively exposed in just a chair is a power play
that gives power to the person behind the desk. While this may be
effective in a psychological manner, it does not facilitate effective
communication. Focus on creating a win-win deal with honest and
open communication rather than tricks that can possibly provide
an upper hand through intimidation.
Check Your Progress

Fill in the blanks:
1. Business people need to be skilled in ……………………..
tactics.
2. There are certain power plays that can be used in
(c
negotiation ………………… and which can impact

effective communication during the exchange.
Summary
Negotiation is no rocket science. You just have to be very clear
about your expectations and interests; express the same clearly,
convince the other party and come to something acceptable to both. 273
Don’t speak anything which might hurt the other person. Be very Notes
S
polite in your speech, involve everyone in the discussion and decide ___________________
in the favour of all the participants for an effective negotiation.
___________________
When you negotiate intelligently you engage both parties in
finding the real value of that business. Most people get stuck ___________________
during the negotiation and are surprised when they leave the ___________________
negotiating table unsatisfied. It may happen that a particularly
___________________
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valuable for both sides may not be put in question or it can appear
___________________
a problem that the people have forgotten to address. Intelligent
negotiation leave anything unsolved. The sooner you learn to ___________________
recognize that the negotiation is part of each election, the sooner ___________________
you will realize that almost everything is negotiable and you will
___________________
be ever better. Negotiation helps everyone, defines responsibilities,
clarifying ambiguities and seeks value. ___________________
Lesson End Activity

Prepare a skit with your friends on salary negotiation in an
interview and perform in your classroom.
)U
Keywords
Negotiation: To arrange or settle by discussion and mutual
agreement.
Negotiator: Someone who negotiates.
Concession: Something, such as a point previously claimed in
argument that is later conceded.
Integrative: Combining and coordinating diverse elements into a
whole.
Tactics: An action or strategy carefully planned to achieve a
specific end.

(c
1. What do you mean by this statement “Any concession is a sign

of weakness”? Explain.
2. What are the do’s and don’ts of negotiations?
274
3. Which type of negotiations also includes resolving disputes?
Notes
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Discuss in detail.
___________________
4. Write a brief note on open-ended communication.
___________________
___________________
Further Readings
___________________
___________________ Books
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___________________
Books.
___________________
___________________
Publishing House.
___________________
___________________
Web Readings
)U
http://www.ehow.com/facts_6804962_negotiation-business-
communication.html
http://www.managementstudyguide.com/business-negotiations.htm
http://www.managementstudyguide.com/role-of-communication-in-
negotiation.htm
http://smallbusiness.chron.com/effective-communication-
negotiation-3179.html
http://smallbusiness.chron.com/effective-communication-
negotiation-3179.html
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UNIT 23: Business Communication Etiquette
Unit 23
275
Notes
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Activity
Business Communication
___________________
business communication
___________________
etiquette.
Etiquette ___________________
___________________
Objectives ___________________
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___________________
topics:
___________________
Meaning of Etiquette
___________________
What is involved in Business Communication Etiquette?
Types of Business Communication Etiquette ___________________
Business Etiquette and Communication Skills ___________________
Ten Business Etiquette Tips
Introduction
There are many ways to communicate in the business world, from
making an introduction to answering the phone, writing an email
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or chairing a meeting. Each of these types of business
communication has its own etiquette rules. You should be familiar
with proper etiquette for as many business communication
situations as possible so that you can look professional whenever
you have to communicate with people inside and outside of the
company. Small business owners and managers must spend time
studying the unique codes of business etiquette of each country or
area that they do business in. In addition to this, managers'
communication and negotiation styles may become less pronounced
as they focus on staying within the boundaries of the local business
culture. People in personality-driven businesses, such as sales, can
face the largest challenges when forcing different mannerisms or
communication styles on themselves.
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Meaning of Etiquette
Etiquette in simpler words is defined as good behaviour which
distinguishes human beings from animals. Human Being is a
social animal and it is really important for him to behave in an
appropriate way. Etiquette refers to behaving in a socially
276 responsible way. Etiquette refers to guidelines which control the

Notes way a responsible individual should behave in the society.
S
Activity
___________________
Attend a business meeting
and write a report on the Need for Etiquette
___________________
elements which constitutes
business communication z Etiquette makes you a cultured individual who leaves his
___________________
etiquette. mark wherever he goes.
___________________
z Etiquette teaches you the way to talk, walk and most
___________________ importantly behave in the society.
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___________________
z Etiquette is essential for an everlasting first impression. The
___________________ way you interact with your superiors, parents, fellow workers,
___________________ friends speak a lot about your personality and up- bringing.
___________________ z Etiquette enables the individuals to earn respect and

appreciation in the society. No one would feel like talking to a
___________________
person who does not know how to speak or behave in the
society. Etiquette inculcates a feeling of trust and loyalty in
the individuals. One becomes more responsible and mature.
Etiquette helps individuals to value relationships.
Check Your Progress

Fill in the blanks:
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1. Etiquette enables the individuals to earn …………….
and ...................... in the society.
2. Etiquette refers to behaving in a ………….. responsible
way.
What is Involved in Business Communication

Etiquette?
Business communication etiquette is a term that is used to
describe the largely unwritten, but applicable, methods of
communication in various business settings. The application of
business communication etiquette is wide and may be used in
reference to the etiquette for communication within a business
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organization, or it may be applied to communication with others

outside the organization. Business communication etiquette may
be applied to individuals or to business entities, it may occur
between businesses in different cultures, or it may be used in the
business communications that occur online.
277
One of the instances of the application of business communication
Notes
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etiquette is in the dynamics of the communication that occurs
within a business organization in terms of the manner in which the ___________________
various employees, ranging from the management to the other ___________________
employees on the lower rungs, communicate. For instance,
___________________
business communication etiquette guides the way in which people
respond to communication from other employees, whether physical ___________________
or verbal. Assuming an employee sends an e-mail to another ___________________
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employee requesting some information regarding a project the both ___________________
of them are working on, proper business communication etiquette
___________________
requires that such a person should reply the e-mail in a reasonable
time. Ignoring the e-mail is not only rude, but it could also lead to ___________________
unnecessary friction that will not only affect the relationship ___________________
between the two co-workers but also the productivity of the
___________________
workers due to lack of proper communication between them.
Apart from the application of business communication etiquette
within the organization, the same consideration can also be
extended when dealing with people outside the organization,
including suppliers and customers or clients. An example of good
communication etiquette between an organization and its
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customers can be seen in the manner such a business responds to
complaints by customers regarding either a product or some sort of
service by the company.
Proper business etiquette requires that such grievances must be
addressed by the company, not only as a form of good customer
relations, but also since good business communication etiquette
demands it. When a business is dealing with other businesses in
different countries, it must also apply proper communication
etiquette as demanded by international considerations regarding
allowances for different cultures and beliefs. In this sense, the
business representatives will try as much as they can to observe
the proper cultural business etiquettes in that country.
Business etiquette provides a standard framework within which
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business people can operate as they communicate and collaborate.

Attention to etiquette is a sign of professionalism and respect for
others, and it can make positive first impressions while building
trust among colleagues. When business partners and co-workers
adhere to a well-understood code of etiquette, it can be easier for
diverse individuals to work together, focusing their energies on the
task at hand rather than trying to understand the cultural
278 eccentricities of others. Etiquette plays a large role in the business

Notes cultures of different countries and geographic regions. An attention
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Activity
___________________
Search over the internet and to etiquette can help inter-cultural business dealings to be as
write an article on interview productive as possible by bringing all parties together under a
___________________
etiquette.
common understanding.
___________________
Business etiquette encompasses a range of factors. Verbal and non-
___________________
verbal communication is a large part of etiquette; communication
___________________ styles, taboo topics and preferred speaking distances vary by
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___________________ culture. Dress and appearance is another important facet of
etiquette. Business people are expected to dress professionally, or
___________________
at least to take cues from those around them as to what is
___________________
acceptable. Time sensitivity is another element; some cultures
___________________ place emphasis on punctuality, and others see punctuality as a
___________________ sign of eagerness or even hastiness.
Check Your Progress

Fill in the blanks:
1. Business etiquette provides a standard framework
within which business people can operate as they
………………. and ……………..
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2. Business communication etiquette guides the way in
which people respond to ……………………. from other
employees, whether physical or verbal.
Types of Business Communication Etiquette

In the business world, it's important to try to give the best
impression possible. This is true whether you're dealing with co-
workers, supervisors, executives or customers. Good manners will
impress customers and earn their loyalty. Etiquette will also
impress your peers and superiors and may help you get good
assignments, raises and even promotions.
Telephone Etiquette
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Identify yourself and your business when you answer the phone,
and ask the caller how you can help him. When he tells you, repeat
the information to make sure you understood it correctly. If the
caller is upset, remain calm and polite and try to reassure him that
you will assist. If you need to put him on hold to check something,
ask his permission. If you must call him back, get his number and
repeat it to make sure it is right, then give him a time frame for 279
your return call. If you need to transfer him to another person, let Notes
S
him know the name and phone number or extension of the party so ___________________
he can call back directly in case he gets disconnected.
___________________
Email Etiquette ___________________
People tend to think of email as an informal means of ___________________

communication, but it must have a professional tone when you use
___________________
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it for business. Keep emails short and to the point. This shows
___________________
respect for the recipient's time. Make the Subject line as
descriptive as possible. If you need a response within a certain ___________________
time frame, state that clearly in the email. Provide your telephone ___________________
number in case the recipient prefers to call you instead of replying
___________________
by email. Sign the email with your full name, title and company.
Do not send attachments without getting permission first. People ___________________
are often reluctant to download an unexpected attachment because

of the danger of viruses.
Meeting Etiquette
Send out an invitation that includes an agenda so recipients can
decide whether or not they need to be present. Send out a reminder
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the day before the meeting. Start it at the stated time out of
respect for the people who show up on schedule. Make sure
everyone has a chance to speak. Don't interrupt others, and don't
allow other meeting participants to make interruptions. End the
meeting at the stated time, giving a summary of what was covered
and confirming any action items. If you didn't make it through the
entire agenda, schedule another meeting rather than running
overtime. This shows respect for attendees who may have
something scheduled afterwards.
Introduction Etiquette
When you are being introduced to someone, you should always
stand up, and if you are behind a desk, you should come around to
the front for the greeting. Once someone has been introduced to
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you, don't automatically use his first name unless he gives

permission. If you are the one making the introduction, base the
order on business authority, and use the person's full name and
title. Those who are highest in the hierarchy should always be
introduced first.
280
Voicemail Etiquette
Notes
Leaving a voicemail can actually be somewhat stressful for people
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___________________ who feel awkward talking to a machine. In business settings in
___________________ particular, one might feel obligated to speak a certain way or
refrain from saying certain words. Fortunately, voicemail etiquette
___________________
is quite similar to that of other forms of business communication,
___________________
and as long as the person leaving the voicemail speaks clearly and
___________________ leaves pertinent information on the recording, voicemail etiquette
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___________________ is, for the most part, being effectively followed. One should
remember to be brief, accurate, and well-spoken when leaving a
___________________
business message, and when leaving a casual message, one should
___________________ also be sure to follow voicemail etiquette and be brief and clear.
___________________ When leaving a message, the primary goal is to convey a brief
___________________
description of who the caller is and where the caller can be reached
in the future. The person receiving the voicemail cannot obtain this
information if the caller does not speak clearly. One should not
rush through the message; he or she should speak clearly and give
only basic information that the person receiving the call needs in
order to get back to the caller. Leave a phone number on the
recording, and be sure to enunciate clearly so the person receiving
the call can understand it.
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On business calls, voicemail etiquette dictates that the caller not
be too casual with the person receiving the call. The caller should
think of the voicemail as an interaction with the actual person; he
should think about how he or she would interact with the person
receiving the call if it was a face to face interaction and speak
accordingly. Slang, cursing, and excessive familiarity should be
avoided, though this does not mean the caller must sound cold and
detached. Everyone receiving a voicemail will react more positively
to a bright voice than to a cold or angry one, so be bright but polite.
To follow voicemail etiquette, one should also avoid lengthy
voicemails with excessive details and rambling diatribes. The
voicemail is not the appropriate forum to expand upon a topic in
need of discussion; rather, it is a way to communicate to another
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person that a face to face or phone conversation is necessary.

Brevity can enhance a business relationship rather than hinder it,
and one should not expect an immediate response from the person
being called. The idea of a voicemail is to leave a message, not start
or continue a full conversation.
Group Discussion Etiquette 281

Notes
Many of the problems that arise in group discussion result from
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members who do not have discussion skills. Being able to properly ___________________
participate in a discussion group is similar to reading. If you have ___________________
a lot of experience with discussions, it is likely that you will do well
___________________
in a discussion group. However, if you don't have experience with
discussions groups, you may not know how to participate in them ___________________
properly. There is a certain amount of etiquette that you will need ___________________
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to display when you are in a discussion. In this article I will go
___________________
over these things.
___________________
During a discussion, it is important for members to always stay on
___________________
topic. It is bad etiquette to raise issues that are not related to the
subject of the discussion. When members raise issues that are off ___________________
topic, they can waste time and prevent the group from achieving a ___________________
certain goal. Most group discussions will have a time limit. The
group will have little time to waste talking about topics that are
not relevant to the subject. Because of this, it is always important
to make sure any questions or statements you make are related to
the topic. Another good form of etiquette in group discussions is to
ask open-ended questions instead of closed-ended questions.
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An open-ended question is one that does not require a specific
answer. It is a question that is designed to get the group thinking.
The only time a closed-ended question should be raised is if the
group has specific information that they need to learn. Open-ended
questions are important because they allow the other members to
think. If the question is related to a problem, the members may be
able to come up with a number of different solutions. If one
member interrupts another while they are speaking, this is an
example of bad etiquette. You should never do this. It is rude, and
it can lead to conflict between you and the person that was
interrupted.
It is important for everyone to get their point across. If you have a
disagreement or concern with a statement that is being made by
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someone else, wait until they are finished speaking before you talk.
Most group discussions require members to raise their hands
before asking a question or making a statement, and this is
something you will want to follow. If you disagree with a statement
or idea that has been presented by someone else, it is important for
you to say it in a polite manner. In a group discussion, it is
282 important to avoid conflict, as this can stop the group from being
Notes able to successfully reach an objective.
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Activity
___________________
Prepare a collage with For example, an example of bad etiquette is saying something like
pictures on business
___________________
communication etiquette and "that idea will never work" or " your idea doesn't make any sense."
skills.
___________________ These are statements that can be damaging to the member you are
addressing them to. You will want to avoid this. A good alternative
___________________
to these two statements are "that idea raises some serious issues"
___________________ or "I see your point, but there are a number of problems that may
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___________________ arise." These two statements are examples of good etiquette, and
you will want to use them if you wish to succeed. There is nothing
___________________
wrong with not being in agreement with what a person says.
___________________
However, you will want to let them know this in a polite manner,
___________________ and you should have good reasons for holding your opinion.
___________________ It is also bad etiquette to put down the ideas that have been
presented by another person. During the meeting, all ideas should
be considered, and no one should be ridiculed because of an idea
they have. Their are a number of good reasons for this.
First, if one member of the group is ridiculed for having a bad idea,
this may make other member uneasy about presenting their own
ideas. This could lead to a situation where a sizeable portion of the
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members aren't actively participating because of fear of
humiliation by having their ideas crushed. Group discussions are
important events that allow people to brainstorm ideas or solutions
to problems. When the members of the group use proper etiquette,
the discussion will be extremely productive.
Check Your Progress

Fill in the blanks:
1. Group discussions are important events that allow
people to ………………….. ideas or solutions to
problems.
2. If you need a response within a certain time frame,
state that clearly in the …………….
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Business Etiquette & Communication Skills

Etiquette and communication are considered “soft” skills, but they
are vitally important to the successful conduct of a business.
Appropriate behaviour establishes trust among business contacts,
and a good flow of communication improves the efficiency of any
enterprise. Both of these outcomes can add materially to a 283

business’ bottom line. Notes
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___________________
First Impressions
___________________
When you are dealing with contacts outside of your own
organization, etiquette and communications skills contribute to ___________________
projecting an excellent first impression. If you are trying to make a ___________________

sale or close a deal, this is vital. People you come in contact with
___________________
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will assess you by how you dress, your personal grooming, your
___________________
body language, your handshake and the fluency of your
communications skills. All of these together add up to your ___________________
professional image. ___________________
___________________
Colleagues
Communicating with colleagues is a vital yet often overlooked ___________________
skill. Any credible organization should have good formal channels

of communication set up, so that information is shared efficiently
and duplication of effort is minimized. If you are in charge of a
team of employees, you should make an effort to communicate in
an open and approachable manner. The way you interact with your
workers, especially your listening skills, helps them to feel valued
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and engaged. Similarly, if you are an entry-level employee, the
expertise of your communications skills contributes significantly to
your speed of promotion.
Overseas
Business etiquette and appropriate communication vary in
different cultures. If you are on a business trip abroad, research
beforehand the established business etiquette in your destination
country. This might involve modifying the way you dress, the way
you greet people and the subjects that are appropriate to bring up
in a business meeting.
Training
The importance of soft skills such as etiquette and communication
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is leading to an increase in the number of training courses and

consultants who specialize in this area. In addition, many Master
of Business Administration courses include etiquette and
communications modules, often as part of orientation for students
so that these skills are mastered early.
284
Check Your Progress
Notes
Fill in the blanks:
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Activity
___________________
Prepare a chart on basic tips
on business etiquette. 1. Business etiquette and appropriate communication
___________________
vary in different ………………
___________________
2. Any credible organization should have good …………..
___________________ channels of communication set up, so that information
___________________ is shared efficiently and duplication of effort is
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minimized.
___________________
___________________
Ten Business Etiquette Tips
___________________
A workplace with rude, dismissive or careless employees is one
___________________
that is unproductive, unpleasant and ripe for litigation. This sort of
___________________ behaviour internally spills over to customers eventually, and an
insulted customer can easily find someone else to replace your
services. Good business etiquette practices start from the top, but
employees at every level can help promote good business etiquette.
Everyone Has a Role

When dealing with your own employees, remember that every
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person in the company, from the CEO to the mail clerk, can affect
every other person. All employees' jobs are interconnected, and the
person you may be dismissive of today could have information that
is relevant to you tomorrow.
Make Meetings Useful

When a meeting is necessary, be mindful of other attendees'
schedules, and ensure that you are prepared with any materials or
information needed for the meeting topic. Thank attendees for
their contributions, and send out a written record of what was
discussed, with action items. A meeting that requires no action to
be taken is a meeting that wasn't necessary in the first place.
Prompt Communication
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When you receive a phone call or email, whether internally or from

a client, are sure to respond to it in a timely manner. Even if the
inquiry will take longer, a quick email or phone call to let the
sender know that you're looking into the subject is going to be
appreciated.
Email Use 285

Notes
The instant gratification of email can lead to careless use and
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unprofessional appearance. Take the same care in crafting email ___________________
that you would for any published work, including spelling, ___________________
punctuation, grammar and capitalization. Be specific, avoiding
___________________
unclear questions or one-word answers. If you have to send an
email asking for clarification and receive one back, you've doubled ___________________
the amount of emails sent on what could have otherwise been a ___________________
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simple exchange.
___________________
Respect Others' Time ___________________
When you need to interrupt someone, try to do it unobtrusively. Be ___________________

polite and get to the point quickly, to allow him to get back to his ___________________
work in progress. Avoid interrupting meetings unless time is of
___________________
import.
Dress for Success

Even in a casual environment, one should err on the side of
caution. A slovenly appearance can imply to clients and co-workers
that the situation, company or people involved aren't worth the
effort to present you respectably. If the dress code is uncertain, it is
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always safer to be overdressed than underdressed.
Keep Your Boss Informed

Don't overdo compliments and agreements regarding your boss.
Primarily, you should treat all your co-workers with respect, but
also behaving differently towards a superior can easily appear to
be brown-nosing. You should, however, provide your boss with
more information, since he is ultimately responsible for your
performance. Keep him informed of any delays, setbacks, new
developments or concerns.
Respect Other Cultures

If your company does work internationally, always respect the
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other cultures. While you needn't be fluent in every language you

do business in, an attempt to learn at least a portion of a language
can demonstrate a strong desire for cooperation and respect. Other
cultural differences such as holidays and table manners should be
studied before any international meeting.
286
Timeliness
Notes
When there is a time factor in anything business related, from a
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___________________ deadline for a project or a meeting set to begin, don't be late. It
___________________ implies that you have things more pressing than your co-workers
or clients, and more worthy of your attention.
___________________
___________________ Remember the Basics

___________________ Above all else, remember the simplest manners you were taught as
PE
___________________ a child. "Please," "thank you" and "you're welcome" are some of the
most basic spoken manners, and yet some of the most forgotten.
___________________
Avoid raising your voice and offensive language.
___________________

___________________ Fill in the blanks:
1. When there is a …………. factor in anything business
related, from a deadline for a project or a meeting set to
begin, don't be late.
2. If the dress code is uncertain, it is always ……………..
to be overdressed than underdressed.
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Summary
Business etiquette is an integral part of different countries' and
regions' business culture. Etiquette encompasses the prescriptive
elements of culture—the things people are expected to do and say,
or to avoid doing and saying. As the globalization of industries and
marketplaces bring managers ever closer to unique cultures
around the world, it is more important than ever for managers and
small business owners to understand why business etiquette is
important. An understanding of business etiquette facilitates cross-
cultural communication and trade in addition to increasing
productivity in the workplace. Bringing managers and small
businesses from around the world together can spur innovation
and industrial progress through the open sharing of ideas.
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Collaboration of individuals with diverse experiences and cultural

backgrounds can bring the world's brightest minds together by
providing a commonly understood framework for social and
workplace interaction.
Lesson End Activity 287

Notes
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Visit http://www.nataliemanor.com/articles/businessetiquette.html
___________________
and prepare a presentation on this article to be presented in class.
___________________
Keywords ___________________
___________________
Etiquette: Etiquette in simpler words is defined as good behaviour
which distinguishes human beings from animals. ___________________
PE
Business communication etiquette: It is a term that is used to ___________________
describe the largely unwritten, but applicable, methods of ___________________
communication in various business settings.
___________________
Prompt Communication: When you receive a phone call or
___________________
email, whether internally or from a client, are sure to respond to it
___________________
in a timely manner.

1. Write short notes on telephone and group discussion etiquette.
2. Discuss a short note on Need for Etiquette
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3. Discuss all the Types of Business Communication Etiquette.
4. Group Discussion Etiquette helps to solve problems among the
people tell how?
Further Readings
Books
Books.
Publishing House.
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288
Web Readings
Notes
http://www.wisegeek.com/what-is-involved-in-business-
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___________________ communication-etiquette.htm
___________________
http://www.ehow.com/about_5369070_business-communication-
___________________ etiquette.html
___________________ http://letstalkbusinessfeed.blogspot.in/
___________________ http://www.managementstudyguide.com/what-is-etiquette.htm
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___________________
http://smallbusiness.chron.com/business-etiquette-communication-
___________________ skills-24859.html
___________________
___________________
___________________
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UNIT 24: Legal and Ethical Issues in Business Communication
Unit 24
289
Notes
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Activity
Legal and Ethical Issues in

___________________
Write a detailed report on
communication policy.
___________________
Business Communication ___________________
___________________
Objectives ___________________
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___________________
topics:
___________________
\ Communication Policy
___________________
\ Defamation
\ Invasion of Privacy ___________________
\ Misrepresentation and Fraud ___________________
\ Other Legal Issues in Business Communication
Introduction
In the complex business world, communication plays an important
role. Simply sending a letter, a memorandum, a fax, an e-mail, a
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call, demands our vigilance. If the information is not
communicated properly, it may create several legal hurdles. The
world of law is big and widespread. In the sphere of
communication, it has a vital role to play. While communicating, a
few legal issues are to be kept in mind. Defamation,
misinterpretation and fraud, publication, employment, computer
data security etc. are important especially in business dealings. To
deal with the legal aspects, an organization may also formulate a
Communication Policy.
Communication Policy
Given the very significant role that communication can play in any
business organization, and also in the view of the fact that effective
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communication is not a matter of accident or chance happening,

large organizations find it desirable to draw up and document a
communication policy, which gives the guidelines concerning
various aspects of Communication of the organization.
Such well drawn up policy document will ensure clarity and
effectiveness in the matter of giving out information and having
290 interactions with media and the public. The policy will have to
Notes cover in detail the Cardinal Principles of Communication,
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___________________ including Adequacy, Transparency and Consistency.
___________________
Specifics of Communication Policy
___________________
The outlines of the communication policy document of an
___________________ organization will depend upon the nature of business, size and
___________________ spread of the Organization. However, the following specifics,
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among others, could be included in the Policy:
___________________
z The designated person or persons who will be interacting with
___________________
the media, which is, appointing specific spokespersons.
___________________
z The authority of the specific person who will be approving
___________________
press releases and other important literature meant for public.
___________________
z The varied formal and informal forums where information and
relevant details will be made available to employees, customer
and the public.
z The frequency of letters to employees, customers, etc. from the
CEO and other top management functionaries.
z The type and range of in house bulletins for employees.
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z The feedback systems appropriate to the organization.
z The manner in which the organization will respond to frauds,
damaging press reports and other such adverse developments.
z Issuing rejoinders, meeting the press, interacting with people,
contacting opinion givers or other actions to be taken for
damage control.
z Public Relations strategy.
Basic Legal and Ethical Aspects in Business Communication

The following are the basis of legal aspects in business
communication:
1. Date: In a business communication, date should be mentioned
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properly. Undated communication does not have legal sanctity.

2. Address: The address of the sender should be mentioned
clearly both on the envelope and on the letter.
3. Company Seal and Mono: The company seal and mono
should also be present. Without using them, the individual will
personally be liable.
291
4. Time of Receiving the Communication: The communicator
Notes
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should note down the time of receiving the information. Activity
___________________
5. Time of Sending the Communication: The time of sending
concept of defamation.
should also be noted. Time aspect should be taken care of. ___________________
___________________
6. Technical Language: It should be used wherever required,
but with due caution. If we have better non-technical words, ___________________
they may also be used. ___________________
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7. Signature: There should be the signature of a legal advisor ___________________
and a solicitor in legal matters. In other cases, there should be
___________________
the signature of the chairman and the secretary of the
organization. ___________________
___________________
Check Your Progress
___________________
Fill in the blanks:
1. The varied formal and informal forums where
information and relevant details will be made available
to employees, …………… and the …………….
2. …………………communication does not have legal
sanctity.
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Defamation
Simply stated, defamation is a communication that is made public
which is false and harmful to an individual’s character, reputation
and fame. In oral defamation, the following four suggestions are
important:
z A company should establish a policy for handling information
regarding both present and former employees.
z Resist making public any information unless it is required by
legislative or judicial authority.
z Keep a record or proper track of released information.
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z Avoid making any subjective statements in the released

materials.
The key element in defamation is making certain information
public. That statement leads to understanding two legal terms:
Publication and Privilege.
292
Publication
Notes
To ‘publish’ defamatory material about a person is to make public
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___________________ that information to a third party. A private one to one discussion
___________________ wherein one tells an employee that he is incompetent, lazy,
unorganized, unreliable, is with in one‘s rights. Only the speaker
___________________
and the other person have heard those statements. But as soon as
___________________
the speaker makes that information available to another person or
___________________ to other who are not ‘privileged’ he risks serious legal
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___________________ consequences. Therefore, the sender must be careful even in
sending a sealed letter wherein he/she accuses the recipient. If the
___________________
letter is read by a third person (a secretary for instance), the
___________________ person may be liable for ‘publishing’ defamatory material.
___________________
Suggestions to avoid the defamations
___________________
Following are the few suggestions in this regard:
z Seal the envelope
z Mark the envelope – personal and confidential
z Wrap the enclosed message with opaque material to further
screen the material from possible readers.
)U
Accidental communication to the third person (unauthorized
readers, casual room attendants) is not actionable unless one
knows or should have foreseen such possibilities. Conversely, most
authorities consider dictating defamatory material to a secretary
as a form of publication.
Privilege
These are the circumstances when defamatory information may be
made public.
Absolute Privilege
It is possible in two circumstances:
z Courts of law are places where defamatory statements may be
(c
made public. Thus, juries, attorneys, witnesses and other

participants in judicial or quasi-judicial proceedings are
absolutely privileged to make defamatory statements, either
orally or in writing.
z In legislative proceeding also, defamatory matters may be
made public.
Conditional (Qualified Privilege) 293

Notes
S
Defamatory statements made in ordinary commercial activity are
conditionally privileged. It is to be seen that whether these ___________________
statements are made with in the company and the recipient has no ___________________
lawful interest in the topic of discussion. Of the business situation
___________________
allowing conditional privileged communication, there are two
___________________
actions to be foremost in one’s mind: responding to request for
information concerning a former or current employee and ___________________
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requesting recommendation from others. ___________________
Responding to request for information: Whenever one replies ___________________

to an inquirer (potential employer, credit reference, or the
___________________
government), one must reply in good faith, tell the truth, and
___________________
include no malice. If one carelessly and intentionally misleads the
inquirer who seeks information about another person, it would be ___________________
considered as malice or deceit and one could be sued for damages.
The following suggestions in this regard are important:
z Appoint one individual to respond to all requests for
information concerning individuals within the company.
z It is to be demanded that reference requests be submitted in
)U
writing.
z Accept, if possible, a release from the former employer
absolving the company from future liability.
z He should ensure double check that all statement about
former employees is true.
z Avoid the belief that all conversation concerning former employees is
off the record.
Requesting recommendation: More safeguards are being put in
place to protect the reference writer. This is becoming more
important when the instances of oral references through phone
calls to former employers and others are occurring to replace the
written response.
(c
When one requests information from another person about a

former employee, one must be clear in showing that one will
protect the received information and keep it confidential. One must
bear in mind that more and more employees are filing defamation
claims against current or former employers, particularly in the
following areas:
z Publication of unfavourable evaluations
294
z Publication of disciplinary action
Notes
S
___________________
z Publication of unfavourable references
___________________ z Publication of reasons for termination
___________________ One person must check the comments made in a reference latter –
probably a member of the human resources department so that the
___________________
same office could be solely responsible for asking others to send the
___________________
company a reference letter, about a current employee or an outside
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___________________ candidate for a higher position.
___________________
Defamatory Terms
___________________
There are a few terms, which have been listed as defamatory in
___________________ some cases. The list is not exhaustive. But, these words would
___________________ either be avoided or be used with caution when referring to a
person or organization:
Adultery, agnostic, alcoholic, altered records, atheist, bad moral
character, bankrupt, blackmailer, cheat, communal, corrupt, crook,
dead beat, dishonest, disreputable, drug addict, faker, falsified,
forger, fraud (fraudulent), gauged money, grafter, hypocrite.
Incompetent, inferior, infidel, informer, insolvent, intolerance,
)U
Jekyll-Hyde personality, kept woman, kickbacks, love mate,
mental illness, misappropriation, misconduct, misrepresentation,
perjurer, plagiarist, price cutter, profiteer, racketeer, rascal,
scandal, mischief monger, sharp dealing shyster, simpleton,
slacker, sneak, subversive, swindler, thief, unchaste, unethical,
unmarried mother, unprofessional, unreliable, unworthy of credit,
villain, worthless. Entirely unacceptable are words that suggest an
individual have:
1. An undesirable disease
2. A conviction for committing a crime, or words falsely charging
arrest or an indictment for or confession of a crime
3. An anti-semitic attitude or other prejudices based on race,
creed, colour, or sexual orientation
(c
4. A tendency to lie
5. A life of squalor or poverty
6. An unwillingness or refusal to pay a debt or evasion of
payment of a debt.
295
Traditionally, legal malice has meant ill will or a desire to do
Notes
S
harm. In the court, a plaintiff must prove to the satisfaction of the Activity
referee from the evidence available. Most importantly, the ___________________
Write an article for a
employee of the company who made the defamatory statement newspaper on invasion of
___________________
privacy.
knew at the time that the said statement was made and that it
___________________
was false and defamatory.
___________________
PE
True or False: ___________________
1. Defamation is a positive statement about somebody. ___________________
2. Communication policy deals with the legal aspects of ___________________

business communication.
___________________
3. “Kickbacks” is a defamatory term. ___________________
Invasion of Privacy
Each employee has the expectation that ones personal life is free
from invasion by others. When there is an unconsented,
unprivileged, or unreasonable intrusion into the private life of an
individual, it is called invasion of privacy.
)U
Personal Disabilities
Anytime, an employer deals with the private health matters of the
employee, he must keep that information private, measuring the
health issues against the job requirements. Some companies carry
out certain Medical Tests of the Employees out. This testing could
constitute an invasion of privacy in two ways:
z If the method of use fails to give due regard to the privacy of
employee; and
z If the results disclose private facts of an employee, such as an
illness, to people other than the employee in quest.
Personnel identity and private acts

(c
One cannot use a person’s name, photograph, or other

identifications for commercial benefit without permission.
The personal information

Customers may give this when they apply for credit (insurance,
medical care, jobs). It should be kept confidential.
296
An employee’s right to privacy will be violated if private records,
Notes
S
Activity reports, letters and more recently, electronic mail are read by
___________________
Discuss within your group the persons not entitled to see or examine them.
concept of misrepresentation
and___________________
fraud.
Check Your Progress
___________________
Fill in the blanks:
___________________
1. Customers may give their …………….. when they apply
___________________
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for credit.
___________________
2. Some companies carry out certain ……………………. of
___________________
the Employees out.
___________________
___________________ Misrepresentation and Fraud

___________________
Following can be the types of misrepresentation and frauds in
business communication:
Innocent Misrepresentation: It is a “communication not in
accordance with the facts, but for which the communicator thought
or merely assumed to be true”.
To be legally significant, the person to whom it is made must rely
)U
upon the misrepresentation.
Fraudulent Misrepresentation (Fraud): It occurs when the
communicator knows that the representation is not true and that
the person to whom it was made relies on it to his or her
disadvantage.
Fraud occurs when one party acts on the basis of a material
presentation and consequently suffers as a result of that
representation. A communicator in the business world must be
aware of these communication possibilities:
z A deceitful silence,
z A desire to actively conceal, and
z A misrepresentation of intention.
(c
Indian Contract Act: This has elaborate provisions regarding

fraud and misrepresentation. Further, this act has elaborate
provisions regarding essentials of valid control and various types of
contract like bailment, agency, pledge, etc. Legal aspects in the
area force the managers to draft messages carefully and
cautiously.

Notes
Fill in the blanks:
S
Activity
___________________
Recreate front page of a
1. …………………….. misrepresentation occurs when the newspaper stating various
communicator knows that the representation is not ___________________
legal issues in business
communication.
true. ___________________
2. Legal aspects in the area forces the managers to ___________________

………………. messages carefully and cautiously.
___________________
PE
___________________
Other Legal Areas in Business Communication
___________________
The following are the other areas in business communication
___________________
where legal aspects are very strategic.
___________________
1. Copyrights: Electronic transmission of documents is on the
___________________
rise. One cannot copyright material without permission of the
copyright owner. Exceptions include ‘fair use’ i.e. privileges
and single copies made for non-commercial purposes.
2. Computer data security: Regardless of whether another
employer introduce into your private database or not, a core
question must be answered: Does an employer monitor a
)U
worker’s electronic files together private information about the
employee, or is the information gathered to improve
production within the organization?
3. Companies Act: Most of the business houses were set up as
companies. The resolutions, notices, agenda, minutes etc.
require careful review. Further, the basic documents like
memorandum, articles and prospectus are drafted with legal
precautions.
There exists a fine line between what is considered private and
what is considered public.
Surfing the internet and the cellular network is becoming serious
business. Both those areas are protected from outside infringement
but invasions of these communication systems continue. One as an
(c
employer and employee must be alert to possible intrusion into

one’s private business communications.
298
Check Your Progress
Notes
Fill in the blanks:
S
___________________
1. One cannot copyright material without permission of
___________________
the ……………………………..
___________________
2. Surfing the …………… and the ………………. network
___________________ is becoming serious business.
___________________
PE
___________________ Summary
___________________ A Communication Policy gives the guidelines concerning various
___________________ aspects of communication of the organization. In a business
communication, date should be mentioned properly. Undated
___________________
communication does not have legal sanctity. There should be the
___________________ signature of a legal advisor and a solicitor in legal matters. In
other cases, there should be the signature of the chairman and the
secretary of the organization. A company should establish a policy
for handling information regarding both present and former
employees. Defamation is a communication made public tends to
be false and harmful to an individual’s character, reputation and
fame to work out solution to their problems.
)U
Lesson End Activity
Make a mini-documentary on legal and ethical issues in business
communication.
Keywords
Defamation: Defamation is a communication made public which
tends to be false and harmful to an individual’s character,
reputation and fame.
Innocent Misrepresentation: It is a “communication not in
accordance with the facts, but for which the communicator thought
or merely assumed to be true”.
(c
Fraudulent Misrepresentation (Fraud): It occurs when the

communicator knows that the representation is not true and that
the person to whom it was made relies on it to his or her
disadvantage.
A Communication Policy: This gives the guidelines concerning
various aspects of Communication of the organization.
299
Questions for Discussion Notes
S
___________________
1. Explain, in detail, the legal aspects relating to business
communication. ___________________
___________________
2. Elucidate the need for bringing out policy guidelines covering
communication in large business organizations. ___________________
3. Write short notes on: (a) Copyrights (b) Computer Data ___________________
PE
Security. ___________________
4. Discuss the role of a business communicator in damage ___________________

control. ___________________
5. What is defamation? ___________________
6. What leads to privacy invasion of an employee? ___________________
Further Readings
Books
Books.
)U
Publishing House.
Web Readings
http://dictionary.reference.com/browse/defamation
http://smallbusiness.chron.com/communication-ethical-issues-
(c
business-4886.html
(c
)U
PE
S
Unit 25
301
Notes
S
Case Study
___________________
___________________
___________________
Objectives
___________________
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___________________
___________________
Case Study: Negotiation Skills
___________________
Mark is the assistant manager of a book store that is part of a
___________________
national chain, and it is the week of Thanksgiving. He is one of
the store’s six salaried employees, and the others are fulltime or ___________________
part-time hourly employees. Besides Mark and the general
manager, there is Dick, the other assistant manager, who is
getting ready to accept a position elsewhere and who has the
accumulated time to give notice at any minute. There are also two
section leaders and one community events coordinator. The latter
has already given notice to the general manager that she will be
vacating her position at the end of December, but there has been
no public announcement about this forthcoming vacancy.
)U
The much coveted salaried positions are announced in each store
when they are being vacated, but employees usually know before
the posting if someone in management is planning to leave. There
is fierce competition among hourly employees to secure such
positions since there is a huge pay advantage for those who move
into management.
When Mark comes to work today, he finds out that Dick has given
the general manager his letter of resignation, effective
immediately. He is clearing out his locker when Mark arrives, and
the general manager is in a state of shock. He has asked Mark to
meet with him to figure out what to do to find a replacement—
fast. Since the chain has the policy of posting vacancies and
moving applicants through the interview process on both the in-
house and district level when it is a management position that
becomes vacant, what the present management needs most right
now is time and knowledgeable staff to carry on store operations
at this busiest time of the year in retail. A Case for the Books
(continued)
(c
Many of the employees are new hires who have come on board
just for the holidays. Much of their time has been spent reading
massive employee manuals, and their actual floor time has been
minimal. Most of these are high school and college students who
will be working while they finish their fall semester, take exams,
and try to have a social life. They have neither the commitment
nor the knowledge of the stock to do much beyond ring sales. One
of Mark’s responsibilities as assistant manager is scheduling
Contd…
302 staff, and he has already been asked to accommodate these new
Notes hires repeatedly.
S
The saving grace is that the store has a few older fulltime hourly
___________________
employees who want to move into management. They know the
___________________ store’s operations inside out, and they are totally reliable even
though their pay is quite low. One of these is a 59-year-old woman
___________________ who helped open the store five years ago, and although she has
applied for a salaried position every time one has become
___________________
available, she has been passed over each time. She is hard
___________________ working, reliable, knowledgeable, and has excellent customer
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service skills, yet managers don’t want her to be promoted.
___________________
This woman is a vegan and has refused to work in the store’s
___________________ coffee bar because of what she would have to serve to customers.
The chain’s CEO has recently insisted that all of the stores’
___________________ employees be cross trained to work in every area of each store,
and she has failed to willingly undergo training to work in the
___________________
coffee bar because of her dietary practices. She also feels that
___________________ when she came to work for the store, she did so with the
understanding that she would sell books and not handle food or
make complicated beverages with appliances she was intimidated
by. This one fact has earned her the reputation of being
uncooperative despite her many positive qualities. She cannot
afford to quit this job because of financial problems.
Because of her longevity with this store, Mark agreed to let her
take vacation days from Thanksgiving until the following
Monday. Most employees were scheduled to work on “Black
)U
Friday,” but she had put in her request far enough in advance
that Mark agreed to let her have the time off. This was before he
knew the other assistant manager who usually oversaw the
training of new hires would be departing without prior notice.
Now he is in a real bind: he will have to retract the offer to let this
woman have the time off without having her quit her job too. If
she did, the store would be truly compromised. She has the
knowledge and the skills to accurately instruct and supervise the
new part-timers, but she has already been granted leave for the
time the store will need her most.
As Mark wonders what to say to get her to willingly work on these
days she has been given off, he remembers her ongoing pursuit of
a salaried position. Right now only Mark, the general manager,
and the departing assistant manager know about his impromptu
retirement. The hourly veteran Mark now will be arriving in a
few minutes, and she and others will find out soon enough about
this sudden vacancy. The one thing Mark knows for certain is
that all the employees scheduled to work on these days may not
(c
work beyond their scheduled hours since there is no funding

available for overtime. What could Mark say or do to make her
agree to work the days she has been scheduled to take off?
Question
Critically analyze the above case.
Source: http://www.businesstrainingworks.com/Negotiation-Skills-Case-Study.html
Glossary
Glossary
303
Notes
S
___________________
A Communication Policy: This gives the guidelines concerning various ___________________
aspects of Communication of the organization.
___________________
Abstract: Considered apart from concrete existence.
___________________
Acronym: A word formed from the initial letters of other words.
___________________
PE
Agenda: Agenda is the list of items to be taken up for discussion during
___________________
the meeting.
___________________
Aggression: The action of attacking without provocation.
___________________
Argumentative: Given to expressing divergent or opposite views.
___________________
Audience Analysis: Knowing about the kind of audience available for
the speech. The content and manner of presentation of speech will depend ___________________
upon the kind of audience and their attributes like education,
qualification, age, etc. The speaker should study his audience before and
during the presentation.
BCC (Blind carbon Copy): A mailing address where a copy of the

message is sent without the names of other recipients.
Blog: Short form of Weblogging wherein an Internet user may maintain a

)U
running updatable personal diary for public sharing.
Business communication etiquette: It is a term that is used to describe

the largely unwritten, but applicable, methods of communication in
various business settings.
Business Report: A report is a presentation and summation of facts,

figures and information either collected or derived. It is a logical and
coherent structuring of information, ideas and concepts. A business report
is an orderly, unbiased communication of factual information that serves
some business purpose.
CC (Carbon Copy): A mailing address where a copy of the message is

sent along with the names of other recipients.
Channel: The position or point through which the communication

passes.
(c
Circular: A Circular is also a written formal document, used for inter-

departmental, or inter organizational communication by circulating it
among the members concerned.
Clarity: clear about the purpose of Communication
Commandments: Commandments which when mastered are bound to

project us in a positive light as effective communicators
304
Communication: Exchange of thoughts, messages, or information, as by
Notes
speech, signals, writing, or behaviour.
S
___________________
Concession: Something, such as a point previously claimed in argument
___________________ that is later conceded.
___________________ Corroborate: To strengthen or support with other evidence, make more
___________________
certain.
___________________
Criteria (in listening): Standards by which we decide whether source or
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sender is credible, whether what the person is saying is believable, and
___________________ whether the message is important to us in any way.
___________________ Decoding: To convert from a scrambled electronic signal into an
___________________ interpretable one.
___________________ Defamation: Defamation is a communication made public which tends to

be false and harmful to an individual’s character, reputation and fame.
___________________
Discussion: The word ‘discuss’ has been derived from the Latin word
‘discutere’ that means ‘to shake’ or ‘strike’ from the same root.
Dissonance: A tension or clash resulting from the combination of two

disharmonious or unsuitable elements.
Distraction: A thing that prevents someone from giving full attention to

something else.
)U
Downward Communication: Downward communication in an
organisation flows from the top management to the operating employees
through the chain of command.
E-mail: Short for electronic mail is a bundle of textual and non-textual

messages exchanged between the users over an electronic network.
Emotional or Psychological Barriers: Personal or emotional or

psychological barriers arise from motives, attitudes, judgement,
sentiments, emotions, and social values of participants.
Empathy: The ability to understand and share the feelings of other.
Enclosure: Something, especially a supporting document, enclosed

within an envelope or wrapper, especially together with a letter.
Encoding: The activity of converting data or information into code.
Etiquette: Etiquette in simpler words is defined as good behaviour which

(c
distinguishes human beings from animals.
External Barriers: External barriers are those caused by factors other

than organizational and personal factors. Such external barriers may be
(a) semantic barriers, (b) emotional or psychological barriers.
Eye-contact: The state in which two people are aware of looking directly
into one another's eyes.
Glossary
305
Feedback: Feedback, in simple terms, is the communication of feelings
and perceptions by an individual to another individual about the latter’s Notes
S
behaviour and style of working. ___________________
Five W’s and One H of Report Writing: What, Why, Who, When, ___________________
Where and How of the matter for which the Report has to be written.
___________________
These elements help to write an effective report.
___________________
Flow Charts: Flow charts present a sequence of activities from start to
finish. They are normally used when we wish to illustrate processes, ___________________
PE
procedures and relationships. The various elements in the chart can also
___________________
be depicted either with figures or geometrical designs.
___________________
Formal channel of communication: A means of communication that is
formally controlled by managers or people occupying positions in an ___________________
organization. ___________________
Fraudulent Misrepresentation (Fraud): It occurs when the ___________________
communicator knows that the representation is not true and that the
person to whom it was made relies on it to his or her disadvantage.
Gateways: An opening or a structure framing an opening.
Group discussion: An informal affair where the members are present

not because they hold a position but because they have agreed to
participate in the discussion.
)U
Heading: The title, subtitle, or topic that stands at the top or beginning,
as of a paragraph, letter, or chapter.
Ideation: Ideation means to conceptualize an idea. It is the thought

processes involved in apprehending and expressing a new concept, often
in a graphical format.
Informal channel of communication: It is not officially sanctioned,

and quite often it is even discouraged or looked down upon. It is also
called ‘grapevine’ precisely because it runs in horizontal, vertical, and
diagonal directions.
Innocent Misrepresentation: It is a “communication not in accordance

with the facts, but for which the communicator thought or merely
assumed to be true”.
Integrative: Combining and coordinating diverse elements into a whole.

(c
Internal Communication: Internal communication is the

communication within the organization. It may be upward, downward or
horizontal.
Interpersonal Feedback: The feedback in this sense is not merely

communication of impression by A to B, but it is establishing
understanding and a trusting relationship between two individuals.
306
Listening: An active form of behaviour in which individuals attempt to
Notes
maximize their attention to, and comprehension of, what is being
S
___________________ communicated to them through the use of words, actions, and things by
one or more people in their immediate environment.
___________________
Management Communication: Communication within the
___________________
management group is called management communication or intra-
___________________ management communication.
___________________ Meetings: Meetings refer to an assembly of persons who come together
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___________________ and deliberate on topics and issues of communicable interest.
___________________ Memo: Memo, which is an abbreviation of memorandum, forms part of

inter- and intra-departmental correspondence
___________________
Minutes: A record of the decisions taken at a formal meeting is called
___________________
Minutes.
___________________
Models of Communication: Explanations of the Process of
Communication by various authors. Shannon Weaver Model, Thill and
Bovee’s Model, Murphy’s Model and Berlo’s Model are the main models of
Communication.
Negotiation: To arrange or settle by discussion and mutual agreement.
Negotiator: Someone who negotiates.

)U
Netiquette: A term employed to mean the etiquettes and manners that
one is expected to follow while communicating through the Internet.
Nodding: Lower and raise one's head slightly and briefly, esp. in
greeting, assent, or understanding, or to give someone a signal.
Notations: A technical system of symbols used to represent special

things.
Notice: A Notice is a formal written document, the objective of which is to

provide important information to the receivers.
One-way process of Communication: One-way process of

Communication marks the flow of information from a sender to a receiver
through a channel.
Prejudice: A configuration of emotionally held beliefs that result in a

person making judgments about another individual before he or she even
(c
begins to communicate or interact.
Preview: Preview is the act of taking a prior view of the work and review
means to take a look after the work is over.
Prompt Communication: When you receive a phone call or email,

whether internally or from a client, are sure to respond to it in a timely
manner.
Glossary
307
Public Speaking: Public speaking is a form of communication in which a
person speaks face-to-face to a relatively large audience. In public Notes
S
speaking, the speaker speaks in a fairly continuous manner. ___________________
Receiver eccentricities: Personal attributes and individual differences ___________________

that help or hinder our capacity to receive and interpret messages
___________________
accurately.
___________________
Reinforcement: Reinforcement means to concretize in the mind, what
has been read and learnt. ___________________
PE
Retention: The fact of keeping something in one's memory. ___________________
Salutations: A standard formula of words used in a letter to address the ___________________

person being written to.
___________________
Semantic Barriers: Such barriers are obstructions caused in the process
___________________
of receiving or understanding a message during the process of encoding or
decoding it into words and ideas. ___________________
Seminar: A Seminar is a gathering of people, in which, one or more

persons give their presentation on a particular topic, to enrich the
knowledge of the participants of the Seminar.
Social Efficacy: Being competent as a social person – that is, being able
to form, manage, and maintain all kinds of social relationships in an
effective manner.
)U
Speech Manuscript: A speech manuscript is the written document
containing the whole of the speech in a hand written or printed form.
Tactics: An action or strategy carefully planned to achieve a specific end.
Transmission: A program or signal that is broadcast or sent out.
Two-way Process of Communication: As per the two ways process of

Communication, the process is complete only when the receiver of the
message sends back the feedback to the sender of the message, hence
completing the circle.
Upward Communication: Upward communication means flow of

communication from operative employees upward to the top executives
along the chain of command.
Visual Aids: Tables, Graphs, Charts, Figures and other tools, which
(c
make the report impressive and effective. These are most useful in
presenting the report.
Yawning: Involuntarily open one's mouth wide and inhale deeply due to
tiredness or boredom.
(c
)U
PE
S

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Business CommunicationII BBCM155D Final

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BBCM155D

Dr S R Das Dr S P S Narang Dr Sanket Goyal

SLM Development Team

Mr Kapil Mehra Mr A N Sinha

Course Code: BBCG-102D

Course Name: Business Communication – II

Version: July 2013

© MPower Applied Learning Enterprise

Unit 17 Reports ........................................................................................................................ 195

UNIT 5: CASE STUDY

Communication Process: Meaning and Concept ___________________

The word communication originates from the Latin word

objectives largely depends on proper co-ordination and integration

4 The more effective the system of communication, the better is the

___________________ Communication is a Two-way Process

subordinates regarding what they think about them and of their

Communication Process: Meaning and Concept

Communication being a process, requires at least two persons — a

6 any other line of action as required by the source. The whole

___________________ 1. Ideation: The first step in communication is ideation. Here

gesture, or other body movements. The sender must consider

to the message he receives. Any neglect on the part of the 7

for understanding. The receiver decodes the message by ___________________

Check Your Progress

Difference between Communication and Effective

The boss left the poor employee confused as he forgot to mention

never be able to relate themselves with the speech resulting to an

listeners and take pauses to make the communication impressive ___________________

Check Your Progress

Lesson End Activity

concept, often in a graphical format.

Questions for Discussion

Murphy’s Model of Communication ___________________

Shannon Weaver Model of Communication

Journal. It was based on the mathematical or mechanistic view of

14 feedback another new act of communication. This is why in the

Figure 2.1: Shannon-Weaver Model

The diagram above clearly illustrates how communication takes

Check Your Progress

Fill in the blanks:

Murphy’s Model of Communication Notes

Figure 2.2: Murphy’s Model

Understanding Murphy’s Communication Model

___________________ 1. After picking the stimuli from the environment, the

___________________ Berlo’s Model of Communication

Understanding Berlo’s Model

understandable by the receiver (the wire signals are converted

Check Your Progress 17

2. The message originates from the ………….. or the ___________________

Understanding Thill and Bovee’s Model

Check Your Progress

Lesson End Activity

process of Communication, the process is complete only when the

1. Explain the Berlo’s Model of Communication. ___________________

2. Thill and Bovee have given a simple model of communication. ___________________

Dimensions of Communication ___________________

2. An immediate superior has a direct contact with the ___________________

Disadvantages of Formal Channels

intense, irrepressible desire to communicate, talk, share one’s

really interested in, the persons to whom they are passing

successfully transmitted through the grapevine.

6. Creation of ideas: Informal communication, through sharing ___________________

important for the success of public relations. ___________________

4. It may prove counter productive: The speed with which the