Chapter:2

Communication Process:

1.What is Communication Process?

The communication is a dynamic process that begins with the conceptualizing of ideas by the
sender who then transmits the message through a channel to the receiver, who in turn gives the
feedback in the form of some message or signal within the given time frame.

2.Communication process :
Thus, there are seven major elements of communication process:

 Sender: The sender or the communicator is the person who initiates the conversation
and has conceptualized the idea that he intends to convey it to others.
 Encoding: The sender begins with the encoding process wherein he uses certain words
or non-verbal methods such as symbols, signs, body gestures, etc. to translate the
information into a message. The sender‟s knowledge, skills, perception, background,
competencies, etc. has a great impact on the success of the message.
 Message: Once the encoding is finished, the sender gets the message that he intends to
convey. The message can be written, oral, symbolic or non-verbal such as body
gestures, silence, sighs, sounds, etc. or any other signal that triggers the response of a
receiver.
 Communication Channel: The Sender chooses the medium through which he wants
to convey his message to the recipient. It must be selected carefully in order to make
the message effective and correctly interpreted by the recipient. The choice of medium
depends on the interpersonal relationships between the sender and the receiver and also
on the urgency of the message being sent. Oral, virtual, written, sound, gesture, etc. are
some of the commonly used communication mediums.
 Receiver: The receiver is the person for whom the message is intended or targeted. He
tries to comprehend it in the best possible manner such that the communication
objective is attained. The degree to which the receiver decodes the message depends on
his knowledge of the subject matter, experience, trust and relationship with the sender.
 Decoding: Here, the receiver interprets the sender‟s message and tries to understand it
in the best possible manner. An effective communication occurs only if the receiver
understands the message in exactly the same way as it was intended by the sender.
 Feedback: The Feedback is the final step of the process that ensures the receiver has
received the message and interpreted it correctly as it was intended by the sender. It
increases the effectiveness of the communication as it permits the sender to know the
efficacy of his message. The response of the receiver can be verbal or non-verbal.
  Noise: The Noise shows the barriers in communications. There are chances when the
message sent by the sender is not received by the recipient.

3.Essential Factors or Elements of Communication Process.

We know that, sender, receiver and a message are the basic elements of communication but the
modern communication process includes many other elements. The elements which are
essential for modern day communication are briefly discussed below:

 Sender: The person who initiates or begins communication are called the sender or
communicator. Sender is responsible for an intended message and encoding of the
message. The sender therefore creates the message out of reaction developed in his
mind.
 Source: For communication, there must be a source of information. Although a sender
is the immediate source of information, the ultimate source is stimuli which stimulates
the sender to communicate.
 Purpose: Communication never happens without any purpose or objective i,e.
Communicator must have some intentions in his mind for which he is interested to
communicate with one or more than one person.
 Encoding: It is the process of putting thoughts and ideas of the message into symbolic
form. It is also termed as 'mental wrapping' of the communication.
 Message: When there is any interest or intention or idea in the mind of communicator,
he makes encoding of such which is known as message. Thus a message is an encoded
information which is communicated to the receiver or destination. If there is no
message, there will be no communication.
 Medium: When the information or message has been encoded, a sender then selects
media. Media means through which something is communicated to others. The media
for oral communication are conversation, telephone calls , conference, meeting and
others. Written communication uses media like newspapers, letters, e-mail, report,
memo, chatting etc.
 Decoding: It is the process through which receiver provides meaning to the message
sent by the sender i. e., it helps the receiver to interpret or understand the sending
message. Such decoding depends on the knowledge and perception of the receiver, past
experience with the similar communicator, personal desire etc. Barlton & Martin said-
"Decoding is the process of translating the symbols into the interpreted
message"
 Receiver: A receiver is the person or body who receives the message sent by the sender.
The receiver is the destination that may be an individual or an organization. When the
receiver receives the message, he decodes the message to create a meaningful idea from
the message received. In case of two way communication, the receiver is required to
provide response to the original sender of the message.
 Feedback: It is the response of receiver to communicate to the original sender to create
two way communication. Feedback ensures proper and mutual understanding between
sender and receiver. It can be written, spoken, signaled or given through other means.
It requires the same step-by-step process as followed by the initial sender. There are
need to follow some principles of feedback to make effective communication.
 Noise: It is the distortion during the communication process which causes disturbance
to the message sent. As a result, receiver can get a different message than what the
sender has sent. Generally, environment noise is any element or activity that disturbs,
confuses or makes the communication process more difficult.
The above mentioned elements can be show in the following way:

Figure: Factors of Communication Process

From the above discussion, We can come to this conclusion that to make effective
communication, we need to follow all of above factors carefully. Thus communication process
becomes fulfilled and communication becomes effective.

4.What is Feedback?
Feedback refers to the response or reaction of receiver to the sender‟s message. Feedback is
the essence of communication and is the final step of communication process. Without
feedback from the receiver, communication process remains incomplete. This feedback may
be an oral or written message, or action or simply silence.

Figure: Feedback of Communication Process.

5.Necessaries or Importance of Feedback of Communication Process.

Why feedback is necessary for completion of communication process?

Feedback is the essence of two-way communication. In two-way communication, the sender
must wait for receiver’s response before deciding what to say nest and how to say it.
Feedback is the check on how much successful one has been in transferring his message as
originally intended. If there is no feedback, Communication will be incomplete and
ineffective. Based on feedback, a sender may either alter the presentation of the message or
cancel it entirely. Thus, there is no alternative to feedback. Some points highlighting the
importance of feedback are mentioned below:

 Completion of communication: Two-way communication requires feedback from

the receiver. Through the feedback, sender can understand the attitude of the receiver.
Burton and Thakur said, “The receiver’s feedback to the sender completes the
communication process loop.”
 Measuring the effectiveness of communication: Feedback ensures the sender
regarding the effectiveness of his communication. By means of feedback, sender can
be sure that the receiver received the message and understood it in the proper way.
Sender needs feedback in order to determine the success or failure of communication.
 Understanding the receiver’s view: Feedback helps to understand the receiver‟s
view and opinion about the sender’s message. With this understanding, sender can
determine the next course of action.
  Measuring the appropriateness of media: Message can be transmitted using various
media. Improper media cannot convey the message to the receiver properly. So proper
understanding of the message by the receiver and his feedback proves that the sender
has selected the right media.
 Making correct decision: Feedback communicates the receiver’s opinion to the
sender. Considering this opinion, the communicator can take proper decisions.
Information of the receiver can also improve the quality of decision.
 Collection of information: One-way communication only sends information. If
communicator wants to gather information, he must seek feedback.
 Coordination of activities: Responsibility of performing organizational activities is
assigned to various departments. In this case, organizational success depends on
proper coordination of interdepartmental activities. Feedback helps top management
to ensure proper coordination.
 Improving labor-management relationships: Healthy labor-management
relationship is essential for organizational success. If management wants to build a
congenial atmosphere, they should encourage two-way communication. That means,
management should seek feedback from employees as well as they should provide
feedback to the employees. Through this practice, managers can create democratic
atmosphere in the organization.

The above discussion reveals that feedback is an essential element of communication process.
Through feedback, the sender and receiver can know each other and accordingly they can
decide their next course of action.

6.Essential Principles /Guidelines of feedback.

Feedback is the response of receiver concerning the message the received. It is an essential
element of two-way communication. Feedback can be favorable or unfavorable. Whatever may
be the feedback, it should follow some guidelines or principles. The followings are the prime
principles or guidelines of making feedback effective:

 Specific: The receiver should convey his response specifically. Specific response helps
the sender to understand receiver’s attitude towards the message.
 Descriptive: To make the feedback clear and worthwhile to the sender, it should be
descriptive in nature. In feedback, the receiver should maintain logical sequence of
message he received and incorporate his opinion in details.
 Clarity: Clarity is an important principle of both effective communication and effective
feedback. Principle of clarity requires that feedback should be free from ambiguity and
exaggeration. Clarity comes from attentive listening and careful interpretation of
message.
 Promptness: Feedback should be delivered without unnecessary delay. Delay in
feedback destroys its utility. Promptness depends on the nature of communication. In
face-to-face communication, feedback is instant while written communication may
allow a time lag in feedback.
 Completeness: Feedback is effective when it is complete. Completeness of feedback
means it should answer all the queries of the sender.
 Solicited: Feedback must be spontaneous. This principle is attained when the receiver
willingly responds to the sender’s message.
 Informality: Efficacy of feedback also depends on the use for informal channel along
with formal channels. If there is any informal channel for providing feedback,
employees come forward to show their reaction spontaneously.
 Relevance: Principle of relevance requires that feedback should be relevant and
consistent to the content of the message received. Relevant feedback can only help the
sender to understand receiver’s reaction. Irrelevant feedback may irritate the sender and
hamper the objective of communication.
These are the well-established rules or principles of feedback. By following these principles,
one can ensure the effectiveness of feedback.

7.Causes of poor feedback / Barriers of feedback:

Feedback is important in the communication process especially in two way communication and
without feedback, communication becomes ineffective. However, in various situations,
feedback is hampered due to below reasons:

 Use of formal communication channel: In a large medium organization,

communication passes through formal communication channels. These channels move
to downward in most cases and discourage feedback.
 Noise: If there is a noise in the medium carrying the feedback, then it leads to poor
feedback.
 Unfavorable Relationship: If external and internal communication environment which
affect organization stop the free and fair of communication, feedback is impossible
there.
 Sanctioned communication: When communication is formalized through rules,
regulations and bindings, it is called sanctioned communication. Such rules and
regulations restrict feedback. Because employees cannot communicate violating these
rules. So sanctioned communication created by rigid rules and restrictions acts as a
major cause of poor feedback.
 Negative organizational climate: If internal operational environment, inter-personal
relationship and social climate of organization are unfavorable to free and fair flows of
communication, then the whole communication process will be affected. In such a
situation, the normal flow of feedback will also be blocked.

However, it is essential avoiding these reasons when feedback is expected. When a

communication process can be ensured that these problem will not hamper the expected
feedback, communication will be more effective due to receiving proper feedback.

8.How to communication barriers can be overcome of an organization?

There are a lot of communication barriers faced these days by all. The message intended by the
sender is not understood by the receiver in the same terms and sense and thus communication
breakdown occurs. It is essential to deal and cope up with these communication barriers so as
to ensure smooth and effective communication.

As, in the previous section we have discussed the major barriers of communication. Let‟s talk
about how to overcome these barriers of communication.

 Eliminating differences in perception: The organization should ensure that it is

recruiting right individuals on the job. It‟s the responsibility of the interviewer to ensure
that the interviewee has command over the written and spoken language. There should
be proper Induction program so that the policies of the company are clear to all the
employees. There should be proper trainings conducted for required employees (for eg:
Voice and Accent training).
 Use of Simple Language: Use of simple and clear words should be emphasized. Use
of ambiguous words and jargons should be avoided.
  Reduction and elimination of noise levels: Noise is the main communication barrier
which must be overcome on priority basis. It is essential to identify the source of noise
and then eliminate that source.
 Active Listening: Listen attentively and carefully. There is a difference between
“listening” and “hearing”. Active listening means hearing with proper understanding of
the message that is heard. By asking questions the speaker can ensure whether his/her
message is understood or not by the receiver in the same terms as intended by the
speaker.
 Emotional State: During communication one should make effective use of body
language. He/she should not show their emotions while communication as the receiver
might misinterpret the message being delivered. For example, if the conveyer of the
message is in a bad mood then the receiver might think that the information being
delivered is not good.
 Simple Organizational Structure: The organizational structure should not be
complex. The number of hierarchical levels should be optimum. There should be a ideal
span of control within the organization. Simpler the organizational structure, more
effective will be the communication.
 Avoid Information Overload: The managers should know how to prioritize their
work. They should not overload themselves with the work. They should spend quality
time with their subordinates and should listen to their problems and feedbacks actively.
 Give Constructive Feedback: Avoid giving negative feedback. The contents of the
feedback might be negative, but it should be delivered constructively. Constructive
feedback will lead to effective communication between the superior and subordinate.
 Proper Media Selection: The managers should properly select the medium of
communication. Simple messages should be conveyed orally, like: face to face
interaction or meetings. Use of written means of communication should be encouraged
for delivering complex messages. For significant messages reminders can be given by
using written means of communication such as : Memos, Notices etc.
 Flexibility in meeting the targets: For effective communication in an organization the
managers should ensure that the individuals are meeting their targets timely without
skipping the formal channels of communication. There should not be much pressure on
employees to meet their targets.

9.Types of communication Barriers:

Barriers to communication arise from a variety of sources such as complex organizational
structure, use of ambiguous words, perceptual differences of sender and receiver, status
difference etc.

1.Organizational Barriers:

The barriers that generate from within the organization are known as organizational barriers
may be of the following types:

• Negative organizational climate: The main aspect of organizational climate that

acts as communication barrier is the negative attitude of top management. Negative
attitude of top management discourages communication initiative of the employees.
 • Absence of communication policy: Well-designed communication policy
encourages communication in the organization. In the absence of such policies,
employees fail hesitate to communicate.
• Excessive authority layers: Excessive authority layers acts as a severe impediment
to successful communication. In the case of excessive authority impediment to
successful communication. In the case of excessive authority layers, information
reaches to its final destination passing through several hierarchical levels. As a
result, information may be distorted or lost. Excessive authority layers also cause a
delay in communication.
• Filtering: Filtering implies a willful distortion of information. This problem usually
arise in upward communication. In upward communication, employees tend to pass
only those messages that create a positive impression about them.

2. Individual Barriers:

Barriers created by the sender and receiver are known as individual barriers. Such barriers
include the following:

• Differences in personality: Personality is the set of attributes that define a person.

Every person holds a distinct personality. This individual nature of personality acts
as a barrier to communication.
• Perceptual differences: Perception is the unique way in which people respond or
interpret an object. The difference in perception is a very common problem in
effective communication. It for example, a subscriber of BTTB‟s land phone in
Bangladesh may positively react to the government‟s move to privatize BTTB
expecting a better service. But an employee of BTTB might view this as a step to
cut jobs and retrench existing employees.
• Fear: Fear of reprisal or attack, fear of criticism for knowing very little, etc. may
create a problem in communication.
• Stereotyping: Stereotyping is generalizing about a class of people or events that is
widely held by a given culture. In case of stereotyping, people develop
communication statements and mindsets about others. This orientation exposes itself
in such statements and mindsets. For example, “All used car salesmen are
dishonest,” or “All foreign recruiting agents are liars.” Such all-inclusive
perceptions not only are seldom correct but they also block mental activity that is
necessary for successful communication.
• Halo Effect: The halo effect is the tendency to use a general impression based on
one or a few characteristics to judge other characteristics of that same individual.
For example, a manger might identify one trait of an employee, such as an excellent
attendance record, and perceive that the employee‟s productivity and quality of
work must also be outstanding.
 • Inattention: Sometimes communication does not reach due to the inattention of the
receiver. Such inattention may result from busyness, lack of interest about subject,
suffering from disease or family problem etc.

3. Language or Semantic Barrier:

A common barrier to effective communication is semantic distortion, which can be deliberate

or accidental. A semantic problem arises when words and symbols have different meanings for
different people that lead to a misunderstanding. For examples, an advertisement states, “we
sell for less.” It is ambiguous and raises the question: less than what? In another case, during a
meeting, a male colleague said to one of his female colleagues, “Why don‟t you dye it?”
meaning her hair. The female colleague thought he said, “Why don‟t you diet?” she did not
speak to him for a month. Semantic barrier presents a difficult challenge when people from
different cultures communicate with each other.

4. Other Barriers:

The following factors also act as the barrier to effective communication:

• Information Overload: Information overload may also be a problem of effective

communication. Information overload is the situation when a person is given too
much information at a time.
• Faulty expression: Faulty expression of message fails to convey exact meaning to
the receiver. It happens due to lack of clarity, use of vague terms, badly expressed
information, an improper organization of ideas, etc.
• Status or power difference: Communication problem may arise when people of
different power or status try to communicate with each other. For example, the
manger of a company may neglect suggestion from his subordinates simply because
of difference in their status. This under treatment of people makes the
communication ineffective.
• Negative attitudes to change: Some people always resist any kind of change in the
organization. They think that „old is good, and are fearful about the changes.
Therefore, they create problems in communication through inattention, false
interpretation, rumor, resistance and non-cooperation.
• Noise: Environment factors may also disrupt effective communication. One such
factor is noise. For example, in oral communication, noise hiders smooth flow of
information or message. In factories, loud noise of machines makes oral
communication very difficult.

9. Types of communication process:

Since information flows from one person to another in one-way or two-way dimensions, the
process of communication may be different. Generally, the following forms of communication
processes are found:
i. One-way communication process/Horizontal/Fayal’s bridge:

When information flows in one direction it is known as one-way communication. In this

communication process, information flows form sender to receiver and receiver does not send
any feedback to the sender. One-way process of communication can be shown is the following
figure:

ii. Two-way communication process/Reciprocal Process:

Two-way communication occurs when receiver sends his response or feedback to sender‟s
message. Communication process basically indicates the two-way process whereby both the
sender and receiver can understand each other‟s view or opinion. It is also known as circuit
communication process. The two-way process of communication is shown below:

Figure: Two-way communication process.

10. Two-way communication:

Two-way communication occurs when the receiver sends response or feedback to sender‟s
message. In two-way communication process, the sender first transmits the message to the
receiver. After receiving a message, the receiver decodes it and then sends back his or her
reaction to the sender.In two-way communication, information flows in two-ways: information
form sender to receiver and response from receiver to sender. So it is regarded as the complete
communication process.
Two-way communication may occur horizontally or vertically in the organization. When
information is exchanged between superior and subordinate, it is known as vertical two-way
communication. On the other hand, when communication takes place between persons holding
the same rank or position, it is called horizontal two-way communication. Two-way
communication is represented in the following diagrams:

By nature, face-to-face and telephonic conversations are examples of two-way communication.

In the case of written communication, two-way flow of information will occur when receiver
sends feedback.
In fine, it can be said that the communication process having provision for feedback in termed
as two way communication.

11.Necessaries/Importance of two-way communication process:

Two-way communication is the complete communication process. In this communication,
information flows from sender to receiver and response of the receiver goes back to the sender.
In achieving the organizational goals and facing the personal problems, we need to rely on two-
way communication. The following points highlight the importance of two-way
communication:

 Ensuring smooth flow of information: In two-way communication, the receiver can

directly express his response with regard to the message he received. As a result, smooth
flow of information occurs in both directions.
 Providing acknowledgement: in two-way communication, sender sends information to
the receiver and receiver gives his response or answer to the sender. In this way, two-way
communication acknowledges the reception of message by the receiver.
 Implementation of directions: In the organization, superiors convey various orders,
instructions, policies, procedures etc. to the subordinates. If subordinates fail to understand
any instruction, order or policy; two-way communication allows them to ask for further
clarification. Thus, twoway communication helps implementation of superiors‟ directions.
 Encouraging suggestion form employee: In older to enrich organizational plans and
policies, management should encourage suggestion from subordinates. Such
encouragement is possible when there exists two-way communication channels.
 Increasing job satisfactions: Two-way communication provides employees with a means
to convey their complaints, attitudes, feelings, interests and opinions to their superiors.
Afterwards, superiors can take necessary steps for well-being of the employees. As a result,
job satisfaction of the employees increases.
 Creating democratic environment: In two-way communication, both communicator and
receiver can freely express their feelings, ideas and views. This mutual exchange of
information creates a democratic environment in the organization.
 Overcoming ambiguity: Two-way communication is also very useful to overcome any
confusion or ambiguity regarding the message as it allows the receiver to convey his
response.
 Creating congenial relationship: Congenial relationship between workers and
management is essential to achieve organizational goals. In order to create such
relationship, management must listen to the opinions and views of employees. Two-way
communication makes it possible.
 Increasing effectiveness of communicating: Effective communication depends or proper
understanding of message by both sender and receiver. Through two-way communication,
both parties can evaluate each other‟s opinion and thus can increase effectiveness of their
communication.

From the above discussion, it can be concluded that two-way communication plays vital role
in improving organizational performance. This is the only complete communication process.
For this reason, so much importance is placed on two-way communication.
12.Definition of effective communication.
A two way information sharing process which involves one party sending a message that is
easily understood by the receiving party. Effective communication by business managers
facilitates information sharing between company employees and can substantially contribute
to its commercial success.

Other definition: Effective communication is the process of delivering messages to a target

audience in a way that guarantees satisfactory reception and understanding. If the
communication is effective, both the sender and the receiver will share the same information
at the end of the process.

13.Benefits of effective communication.

Communication is a process of exchange of information, facts, ideas, thoughts, opinions
between two or more persons or group of persons. When the communication is clear, complete,
concise, correct and fully understood by the recipient, it is known as „Effective –
Communication‟. If the communication is vague, incomplete, incorrect and difficult to
understand, it may be termed as „Ineffective Communication‟.

Ineffective communication produces no good result; on the contrary, it is the breeding ground
of misunderstanding, mistrust, animosity, conflict and chaos. In a business organization
effective communication is of utmost importance as it helps in decision-making, speeds up
flow of work, increases productivity, makes business relationship strong, increases customers‟
satisfaction and solves many other problems.
 Helps in Making Decision:A decision, in order to be correct and appropriate, must be
based on adequate and correct information which only effective communication can
bring together.

 Speeds up Flow of Work:Flow of work is not obstructed if orders, instructions,

suggestions, etc. are communicated properly and timely.

 Increases Productivity:Effective communication allows the team of workers to

concentrate on their respective jobs removing confusion from their minds. It increases
their ability, efficiency and quality of performance which ultimately leads to higher
productivity.

 Improves Job Satisfaction: Effective communication among the employees and the
supervisor in a workplace can boost up job satisfaction at both the ends. The employees
think that they are essential to the organization and on the other hand, the supervisor
also feels satisfied that his orders are carried out by the employees. When the employees
know clearly what to do, when to do and about the reward of their performance they
can accomplish their jobs efficiently. They remain satisfied and loyal to their higher
authority.

 Saves Time and Money: If a communication is not understood properly further

conversation will be needed for clarity involving extra time and money. Effective
communication saves time and money by preventing multiple communications.
Selection of appropriate means of communication from among various methods (e.g.
telephone, mobile phone, e-mail, fax, letter, face to face conversation, etc.) as per
requirement can save both time and money.

 Boosts up Promotional Activity: Goods and services are brought to the knowledge of
the consumers through communication and promotional activities (e.g. advertisement,
use of different media, etc.) are made effective through it.

 Makes Business Relationship Strong: Fruitful communication with outside people

and organizations (e.g. creditors, banks, insurance companies, co-business managers,
etc.) make a healthy relationship with all concerned.

 Enhances Professional Image: The way an organization communicates casts on

impression of its efficiency on the communicate. Good communication signifies good
and professionally efficient organization.

 Increases Customers’ Satisfaction: Customers‟ satisfaction is a vital aspect of

consideration for a business organization. The existence and growth of a business
largely depends upon it. Effective communication is necessary in achieving confidence
of the customers. It clarifies all the queries (regarding products, services, availability,
prices, quality, variety, etc.) of the customers and makes them happy and satisfied.

 Solves Various Problems: Innumerable problems (e.g. gossip, rumors, conflict,

mistrust among the employees, managers etc.) crop up in a business organisation due
to poor communication or no communication. Effective communication can solve the
 problems easily. It establishes a link between the managers and the employees. The
relationship between them is eased and various problems and grievances are removed.

14. Steps in developing effective communication.

Organization should have a best laid down communication network that will make it efficient
in both internal communication and external communication. Generally, the following steps
are followed in developing an effective communication system:
 Identifying the Target Audience: The communicator starts with a clear target audience
in mind. The audience may be an individual, a group, special public or general public.
The target audience will tremendously affect the communicator's decision like what will
be said, how it will be said, when it will be said and who will say it.

 Determining the Communication Objectives: When the target audience is identified,

the communicator must decide what response is asked for.

 Designing a Message: Here the communicator develops an effective message which

should get attention, hold interest, raise desire and obtain action.

 Selection of Channels: The communicator must select the channels of communication

which may be:
(a) Personal communication channels: e.g. Telephone, Mails, Emails etc. where
message is sent through personal contact and feedback.
(b) Non-personal communication channels: e.g. Newspapers, Magazines, Radio,
Television, Signboards, Posters etc. where the media carry messages without personal
contact or feedback.

 Selection of the Message Source: The communicator must select the message source.
Message delivered by highly credible source is more persuasive.

 Collection of Feedback: When the message is sent to the target audience, the
communicator must know the response from target audience.

 Good Listening: The receiver should be a good listener to avoid misunderstanding. Also
the sender should become good listener to get an effective feedback.

At concluded point, we can say that to develop effective communication, above discussed steps
should be followed.

15. Principles of effective communication.

If communications are to be effective certain principles should be followed. These principles
of effective communication are discussed below-

 Principle of Simplicity: The message prepared for communication should be simple and
easy to understand. Common words and simple sentences should be used.

 Principle of Clarity: The message prepared for communication should be clear. An

ambiguous message will not be able to make effective communication.
  Principle of Brevity: The message should be concise in nature. The reader may feel
disturbed in receiving a long message. So, only necessary information's should be given
in the message.

 Principle of Planing: Before preparing any message the communicator should plan for
the message and after that, he should plan for selecting media and process of sending the
message to the communicatee.

 Principle of Accuracy: The facts and information provided in the message should be
accurate. Any wrong information in the message may create confusions. As a result,
communication failure may occur.

 Principle of Attentiveness: Effective listening is important in effective communication.

So, the receiver should be attentive while receiving any message.
 Principle of relevancy: The subject matter of communication should contains relevant
information. Irrelevant and unnecessary things should be eliminated from the subject
matter of communication.

 Principle of Feedback: Sending of message is not whole thing for effective

communication. To be effective a feedback from the receiver is essential.

 Principle of Time Consideration: The communicator should consider the proper time
for effective communication. If communication is not made in time, Its effectiveness is
lost.

 Principle of Language Control: Control of language is important for effective

communication. The communicator should be careful in selecting words and forming
sentences.

If the above principles are followed in preparing the message of any communication, the
success of communication can be achieved and a failure can be avoided.

Definition of Effective Communication in Business:

Communication becomes effective when the receiver understands the meaning of the
message as the sender intends. All communication attempts may not be effective. Certain
barriers and problems may cause communication failure. When information is received
timely, exact meaning of the message is understood and proper feedback is given,
communication becomes effective.

Consequently, to make an effective communication, the following qualities of

communication are needed-

• Timely receiving.
• Understanding exact meaning of the message.
• Proper feedback is given by the receiver to the sender.

R.W. Griffin mentioned about Effective Communication,

"Effective communication is the process of sending a message in such a way that the message
received is as close in meaning as possible to the message intended."