MANAGEMENT

CHAPTER 8

COMMUNICATION
 LEARNING OUTCOMES

After studying this chapter, you should be able to:

 Define organization communication.

 Explain the communication process.
 Describe the types of communication.
 Discuss on communication channel in organization.
 Explain the barriers to effective communication and
effective organizational communication.
 DEFINITION OF COMMUNICATION
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 There are various definitions that link to

communication:
1) Transmission of information and meaning from
one party to another party through the use of
shared symbol. (Bateman and Snell, 1999, p. 500).

2) The process of sending and receiving messages.

(Bovee and Thill, 2005, p.4).

3) A process in which one person or group evokes an

identical or common meaning in another person or
group. (Lewis, Goodman and Fandt, 2004, p. 373).
 IMPORTANCE OF ORGANIZATIONAL
COMMUNICATION
4

 It enables an organization to gain a competitive

advantage and improves organizational members’
interpersonal skills.
 Communication in most organizations is necessary
to keep the employees informed about what, when
and how to perform tasks.
 It is a vital tool for enabling managers to discover
and solve problems and build trust and rapport with
employees.
 IMPORTANCE OF ORGANIZATIONAL
COMMUNICATION
5
 Organizational communication also helps in:
✓ Building networks.
✓ Leading effectively and performing managerial roles
(leadership).
✓ Disseminating and exchanging information.
✓ Learning new skills and technologies.
✓ Becoming more responsive to customers.
✓ Developing innovation and managing change.
✓ Thinking analytically.
✓ Working as a team.
✓ Fostering a sense of social, professional and ethical
responsibility.
 THE COMMUNICATION PROCESS
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 Communication is a complex process that needs

attention by the participants so that the intended
messages are sent and received successfully.
 In order to understand what makes communication
works, we need to know the primary of elements
involves in the communication process and to
understand the flow or the process of
communication.
 THE COMMUNICATION PROCESS
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 ELEMENTS OF COMMUNICATION PROCESS

 Elements of communication process
8

1) Sender

An individual who initiates the communication

process. A sender has an idea or information that he or
she wants to share. In organization, sender can be the
managers, subordinates, customers, suppliers and
competitors.
 Elements of communication process
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2) Encoding

A process in which a sender puts his/her message into

symbols or language (encoding). Here, the sender
basically translates ideas or thoughts into a code for a
receiver. Encoding can either be verbal (spoken or
written communication) or non-verbal (facial gestures,
body language and appearance).
 Elements of communication process
10

3) Messages
Messages are the codes /contents of the message that provide
meaning. It is resulted from the encoding process.

4) Medium (channels)
The carrier of the message which the senders choose to
deliver the message in order to reach the receiver. Message
can be sent by using face-to-face interaction, telephone,
email, memo and others. Nevertheless, the richest
communication channel is face-to-face communication as it
can provide immediate feedback from the receiver.
 Elements of communication process
11

5) Receiver
An individual or a group of individuals who receive
information (messages). If the message does not reach them,
communication has not taken place.

6) Decoding
A process in which a receiver translates and assigns meaning
to symbols encoded by the sender.
 Elements of communication process
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7) Feedback
Feedback refers to the receiver’s response to a message.
Feedback may be verbal or nonverbal such as nodding or
smiling, a sms reply or any action which a receiver may give a
response to the message. Feedback is necessary to avoid
misunderstandings.

8) Noises
Anything in a communication setting that cause disturbance
or interference in the communication process, thus reducing
message clarity. The sources may be internal or external
environments.
 TYPES OF COMMUNICATION:
VERBAL, NON-VERBAL & ELECTRONIC
COMMUNICATION
13

1) Verbal communication
Communication that occurs either orally or in
writing.
a) Oral communication
This is a form of spoken information, which is the
most preferred type of communication used by
organizational members to transmit information
because it allows immediate feedback. Examples of
oral communication or face-to-face communication
are lectures, seminars, interviews, meetings,
discussions, presentations and telephone conversation.
 TYPES OF COMMUNICATION:
VERBAL, NON-VERBAL & ELECTRONIC
COMMUNICATION
14

1) Verbal communication
Communication that occurs either orally or in
writing.
b) Written communication
This is a form of written information, whereby organizational
members share information by disseminating messages
(letters, memos, policy manuals, reports, forms and other
documents). This form of communication is normally carried
out in tandem with oral communication. It is often used in a
formal business situation as it is tangible and can be stored as
evidence.
 TYPES OF COMMUNICATION:
VERBAL, NON-VERBAL & ELECTRONIC
COMMUNICATION
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2) Non-verbal communication
Non-verbal communication is a communication in
which messages are transmitted without using
language to generate meaning. This type of
communication often compliments verbal
communication.
Examples of non-verbal communication practiced by
organizational members are:
 TYPES OF COMMUNICATION:
VERBAL, NON-VERBAL & ELECTRONIC
COMMUNICATION
16

2) Non-verbal communication

a) Body motions or movements

Refer to body postures, gestures, facial expressions
and eye movement. These body movements vary,
depending on culture.

b) Physical characteristics
Refer to body shape or pue, attitude, height and
weight.
 TYPES OF COMMUNICATION:
VERBAL, NON-VERBAL & ELECTRONIC
COMMUNICATION
17

2) Non-verbal communication
c) Vocal cues -Refer to intonation, pronunciation,
voice quality, speech rate, laughing and silence.
d) Proxemics - A study of how people perceive space,
seating arrangements and conversational distance. For
example, the distance for having a casual conversation
and a private conversation is different.
e) Environment - Refer to building and room
design, furniture, light, noise and cleanliness indicate
the personality of the person.
 TYPES OF COMMUNICATION:
VERBAL, NON-VERBAL & ELECTRONIC
COMMUNICATION
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2) Non-verbal communication
f) Time or temporal communication - Refer to
punctuality (differs depending on culture), keeping others
waiting and many others. Another way of looking at temporal
communication is to see how people view time; some may live
by reminiscing on the past, whereas others may live in the
future.
g) Appearance -The choice of color, hairstyle and clothes,
shoes which you put on will reflect the mood and the
character of the person. Normally, people would make
shortcut judgments by looking to the appearance of the
person.
 Electronic communication
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 Electronic communication or technological

communication is the most recent type of
communication.

 It is a type of communication that transmits

information through new, advanced gadgets
(laptops, notebooks, computers, mobile phones).
 EXAMPLES of Electronic communication
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a) Telecommuting (tele-work)
Working from a remote site using a computer that is linked to
a central office or employment location.

b) Electronic mail (e-mail)

Sending messages through computerized text-processing and
communication networks. E-mail usage has rapidly expanded
in large organizations, resulting in special e-mail etiquette.
The usage of e-mails offers flexibility and convenience to
employees who telecommute – they can work from home, yet
be contacted easily via e-mail.
 EXAMPLES of Electronic communication
21

c) Video-conferencing
Communication involving live video to unite widely dispersed
business operations and locations.

d) Internet
A global system of computer networks – communication that
connects people around the globe, providing them with a
platform where information can be shared and retrieved. The
Internet improves accessibility of information in terms of
speed, time and cost.
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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 Messages are transmitted through channels of

communication. There are several communication
channels as discussed below.
1) Formal Communication
 Channels A formal communication channel follows a
chain of command and is recognized as official. It is
also used by organization to transmit information
within and outside organization. Direction of formal
communication flow is as follows:
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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 Messages are transmitted through channels of

communication. There are several communication
channels as discussed below.
1) Formal Communication
a) Horizontal communication
The flow of information happens within and between
departments in an organization or among employees
in the same the hierarchy level. For example, a
production engineer may require information from
R&D engineer on matters related to job and vice versa.
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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 Messages are transmitted through channels of

communication. There are several communication
channels as discussed below.
1) Formal Communication
b) Vertical communication
The flow of information occurs upwards and
downwards the chain of command in an organization.
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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1) Formal Communication
b) Vertical communication can be divided into

i) Downward communication
ii) Upward communication
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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1) Formal Communication
b) Vertical communication can be divided into

i) Downward communication
Messages from individuals at higher levels (managers)
are passed down to others at lower levels
(subordinates). Examples of downward
communication are meetings, morning briefings,
emails, memos, etc. Normally, information given to
employees are new policy, job instructions.
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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1) Formal Communication
b) Vertical communication can be divided into

ii) Upward communication

 Messages from subordinates are sent up to managers.
Examples of downward communication are suggestion box
and group meeting.
 Information that employees send and share with manager
such as performance report, suggestions for improvements
and the problems or challenges they are facing at workplace
that hinder them from completing the task given.
 COMMUNICATION CHANNEL:
FORMAL & INFORMAL
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2) Informal Communication
 Channels An informal communication channel (spontaneous
communication channel) arises due to the demands of
organizational members in fulfilling their social needs.
 A common term for this informal communication path is the
grapevine.
 A grapevine (rumours/unofficial information) is considered a
network of friendships or acquaintanceships on which rumours
and unofficial information can be spread from one individual to
another.
 However, it is popular because grapevine fulfil psychological
need of employees to talk about their jobs and their associates on
subjects of their main interest.
 Grapevine communication can be divided into
four types:
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a) The single strand

The single strand communication flows like a chain,
i.e. A tells something to B who then tells to C and so
forth.
 Grapevine communication can be divided into
four types:
30

b) The gossip
The gossip occurs when one person tells everybody
else. This chain usually passes a message which is not
job related in nature, but more on personal matters of
interests.
 Grapevine communication can be divided into
four types:
31

c) The cluster
The cluster communication types move through
selected groups. As an example, A tells something to a
few selected individuals and then some of these
individuals inform a few other selected individuals.
Cluster chain is the most dominant grapevine pattern
in an organization. Most informal communication
flows through this chain.
 Grapevine communication can be divided into
four types:
32

d) The probability
The probability type of communication channel may
move information from somebody to anybody
randomly. The source of information for each of the
person hearing the message is different. This chain is
found when the information is somewhat interesting,
but not really significant.
 MAJOR BARRIERS TO EFFECTIVE
COMMUNICATION
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1) Physical noises
A listener’s hearing can be obscured when communication
occurs in a noisy room. For example, rooms where many
people are conversing simultaneously.
2) Sender or source of communication or selective
perceptions
Communication can be distorted by a receiver’s perception,
or his/her attitude towards a sender or source of
communication. There is a saying, people tend to hear what
they want to hear. Selective listening forms the base of this
problem, whereby some people only want to acknowledge or
listen to what pleases them.
 MAJOR BARRIERS TO EFFECTIVE
COMMUNICATION
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3) Value and cultural differences

People from all around the world view things differently and
this may distort communication. In United States,
communication patterns tend to be oriented to the individual
and clearly spelled out. Meanwhile, in Japan, there are more
interaction for its own sake and more informal manner of
interpersonal contact.
4) Lack of common knowledge
Communication can be distorted when people do not share
common knowledge, especially in today’s working
environments. This problem is compounded by technical
jargons that are widely used at work.
 MAJOR BARRIERS TO EFFECTIVE
COMMUNICATION
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5) Semantics
Semantics refers to the meaning of words. This may be a
source of communication problems. For example, the
meaning of sudu and senduk to Malaysians is exactly the
opposite for Indonesians, although Bahasa Melayu and
Bahasa Indonesia are nearly similar.
6) Filtering
The deliberate manipulation of information to make it appear
more favorable to the receiver. For example, when a manager
tells his boss what he feels that boss want to hear, he is
filtering information.
 MAJOR BARRIERS TO EFFECTIVE
COMMUNICATION
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7) Information overload
When the amount of information one has to work with exceeds
one’s processing capacity. For example today’s typical executive
frequently complains of information overload. The demands of
keeping up with e-mail, phone calls, faxes, meetings, and
professional reading create an onslaught of data that is nearly
impossible to process and assimilate.
8) Emotions
How the receiver feels when a message is received? You will often
interpret the same message differently, depending on whether
you’re happy or distressed. Extreme emotions are most likely to
hinder effective communications.
 MAJOR BARRIERS TO EFFECTIVE
COMMUNICATION
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9) Gender
How males and females react to communication may be
different, and they each have a different communication style.
Both men and women need to acknowledge differences are
present in communication styles, that one style isn’t better than
the other, and that it takes real effort to talk successfully with
each other.
10) Language
Words have different meanings to different people. Receivers
will use their definition of words being communicated. Age,
education, and culture background are three of the more
obvious variables that influence the language a person uses and
the definitions he or she applies to words.
 EFFECTIVE ORGANIZATIONAL
COMMUNICATION
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1) Developing trust and openness

These are important elements for all organizational members.
Trust is an assessment of another’s competence, ability and
intelligence in completing task. The person’s character will
also be a determining factor of that trust.
2) Practicing employee empowerment
Empowering employees is to sharpen effectiveness. Sharing
authority by inviting organizational members to participate in
decision-making is a basis of effective leadership–
empowerment generates respect among organizational
members.
 EFFECTIVE ORGANIZATIONAL
COMMUNICATION
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3) Expressing concern and empathy

Organizational matters should not be based on one person’s
point of view, but take into consideration other surrounding
factors.
4) Using organization intranets
An intranet allows an organization to make internal
announcements, acknowledge of achievements or success and
advertise departmental needs. This platform also allows
organizational members to access the same information, thus
reducing the overlap of information that is being
communicated or circulated.
 EFFECTIVE ORGANIZATIONAL
COMMUNICATION
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5) Fostering behavioural integrity and consistency

Management has to set the right example for organizational
members, as in the saying, walking the talk.
6) Encouraging supportive communication
This practice is beneficial for several reasons–it helps
employees to solve problems, encourages them to develop
new skills, enables them to participate in decision-making,
allows them to be open-minded and speak up when they
disagree about something, and rewards them fairly.
 EFFECTIVE ORGANIZATIONAL
COMMUNICATION
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7) Simplify language
Because language can be a barrier, managers should consider
the audience to whom the message is directed and tailor the
language to them. Use words that the intended audience
understands. Remember, effective communication is
achieved when a message is both received and understood.
8) Use feedback
Check the accuracy of what has been communicated or what
you think you heard. Many communication problems are
directly attributed to misunderstanding and inaccuracies.
 EFFECTIVE ORGANIZATIONAL
COMMUNICATION
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9) Listen actively
Listen for the full meaning of the message without making
premature judgment or interpretation or thinking about what
you are going to say in response. Listening is an active search
for meaning, whereas hearing is passive. In listening, the
receiver is also putting effort into the communication. Many
of us are poor listeners. Why? Because it is difficult, and most
of us would rather do the talking. Listening, in fact, is often
more tiring than talking.
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