Unit:1

Fundamentals of communication

Meaning of Communication:
The English word ‘communication’ has been derived from the Latin word ‘communis’ which
means common, consequently it implies that the communication is common understanding
between communication of minds and hearts.
Communication is sharing one’s ideas, opinions and information through written or spoken
words, symbols or actions. Communication can be effective only when the message conveyed
by the sender is understood by the receiver.
Definition of communication
According to Newman and Summer “Communication is an exchange of facts, ideas, opinions
or emotions by two or more persons”.
According to Koontz and ‘O’ Donnell “Communication is a intercourse by words, letter
symbols or message and is a way that one organization member shares meaning and
understanding with another”.
Characteristics of communication:
1. Communication is a two-way process.
2. Communication is always an existing and unavoidable phenomenon.
3. Communication involves exchange of ideas, feelings, information, thoughts and
knowledge.
4. Communication involves mutuality of understanding between sender and receiver.
5. Communication is a goal-oriented process and can be effective if both the sender and
receiver is aware about the goal of communication.
6. Communication is essential in all types of organizations and at all levels of
organizations.
7. Communication is interdisciplinary science in the sense knowledge derived several
sciences is used in communication. Study of body language has been borrowed by from
anthropology, perception and attitude has been purely borrowed from psychology.
8. Organization communication consists of a flow of message through several networks.
Purpose or Objectives of communication
1. To develop information and understanding among all workers.
2. To foster an attitude this is necessary for motivation, cooperation and job satisfaction
amongst employees.
3. To discourage misinformation, ambiguity and rumors.
4. To prepare workers for a change in methods by giving necessary information in
advance.
5. To encourage subordinate to supply ideas and suggestions for improving upon the
product or work environment and taking necessary suggestions seriously.
6. To improve labour management relations by keeping the communication channels
open.

1 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 7. To encourage social relation among workers.
8. To provide counseling to the employees for overcoming their mental stress and to
improve their productivity.

Importance of communication
1. Communication promotes motivation by informing and clarifying the employee about
the task to be done, the manner involved in performing the task.
2. Communication is a source of information to the organization members for decision
making process.
3. Communication also plays a crucial role in altering individual’s attitudes i.e. well-
informed individual will have better attitude than a less informed individual.
4. Communication also helps socializing. No one can survive without communication.
5. Communication is a linking process of management. Managers conduct the managerial
functions like planning, organizing, staffing, directing and controlling. It is the heart of
organization.
6. The most time-consuming activity a manager engages is in communication. Managers
spend between 70 to 90 percent of their time communicating employees and other
internal and external customers.
7. Information and communication represent power in organization. Employees are told
what is to be done, when the task should be accomplished, who else is involved.
Principles of Communication
1. Principle of clarity: The idea or message to be communicated should be clearly spelt
out. It should be worded in such a way that the receiver understands the same thing
which the sender wants to convey. There should be no ambiguity in the message.
2. Principle of objective: It’s a mode of communication where communicator know
purpose of communication. Communication give information, initiate action and
change attitude of another.
3. Principle of understanding: The receiver should have main aim of awareness about
social climate and culture.
4. Principle of consistency: This principle states that communication should always be
consistent with the policies, plans, programmes and objectives of the organization and
not in conflict with them. If the messages and communications are in conflict with the
policies and programmes then there will be confusion in the minds of subordinates and
they may not implement them properly.
5. Principles of Completeness: If the message is not complete it leads to
misunderstanding therefore, adequate and complete message should be given.
6. Principle of feedback: The principle of feedback is very important to make the
communication effective. There should be a feedback information from the recipient to
know whether he has understood the message in the same sense in which the sender has
meant it.
7. Principle of time: This principle states that communication should be done at proper
time so that it helps in implementing plans. Any delay in communication may not serve
any purpose rather decisions become of historical importance only.

Process or Stages of communication

2 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 The process of communication is a sequence of events in which a sender transmit (sender)
message to a recipient (receiver). The message can be verbal and non-verbal as long as
receiver is able to understand it.

1. One-way communication

Idea Idea
Encoding Message Medium Received Decoding
Transmitter Receiver
message
(Tx) (Rx)
(Sender)

2. Two-way communication

Message
Sender Encoding Decoding Receiver
Media

Feedback Response
a. Context: Communication is affected by the context in which it takes place. This context
may be physical, social or cultural. The sender chooses the message to communicate
within context.
b. Sender/ Encoder: It is a person who sends message. The sender use of symbols (words
or graphics) to convey the message and produce the required response. Sender may be
individual or group. There are two factors that will determine effective of
communication:
i. Communicator’s attitude which should be positive.
ii. Communicator’s selection of meaningful symbols depending upon audience
and right environment.
c. Message: It is a key idea that the sender wants to communicate. It is a sign that elicits
the response of recipient. The process begins with deciding about the message
conveyed. Message should be clear.
d. Medium: It means used to exchange. The sender must choose appropriate medium for
transmitting the message else the message might not convey to the desired recipients.
i. Written medium is chosen when a message has to be conveyed to a small group.
ii. Oral medium is chosen when spontaneous feedback is required from the
receiver.
e. Receiver/Decoder: A person for whom the message is aimed. The degree to which the
decoder understands the message is dependent on various factors such as knowledge,
responsiveness and the reliance of decoder.
f. Feedback: It is the main component of communication process as it permits sender to
analyze the efficiency of the message and confirm the correct interpretation of message
by the decoder. Feedback may be verbal or non-verbal.
Features of One-Way Communication

3 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 a. One -way communication is transferred in one direction only, from the sender to the
receiver. There isn't any opportunity for the receiver to give feedback to the sender.
b. One -way communication is frequently used when the sender wants to give factual
information or when they want to persuade or manipulate their audience and gain their
cooperation.
c. The use of data and analytic to figure out what customers want is prominent, but some
managers rely too much on data and not enough on people. Front line employees often
are your most valuable resource in figuring out customer preferences. In retail settings,
for instance, worms interact with customers on daily basis.
d. There are numerous instances in which one-way communication eliminates
opportunities for important feedback. Employee evaluation should include two-way
conversations rather than just one-way performances, for example, according to the
Robert Half company, In traditional review, a manager shares scores and advice with
employees.
e. A major indirect pitfall of only using one-way communication is the potential for
damaged employee morale. When workers don't have the ability to share insights or
feedback, they may feel stifled, inhibited and unappreciated.
Features of Two-Way Communication
a. Two-way communication creates a more democratic environment, whereby people can
share their thoughts, ideas and opinion, regardless of corporate hierarchy, and improve
relationships right across the structure.
b. Effective two-way communication is required in order to solve problems better.
c. It helps everyone understand the business better and creates better relations throughout
the company by ensuring everyone is engages with the latest business updates,
objectives, and progress.
Barriers of Communication or Impediments of effective communication:

Impediments that prevent a message from reaching the intended receiver are usually the control
of the person concerned. Some can be controlled by the management; some cannot be
controlled because they are in the environment.

1. Semantic Barriers: Communication must be understood by the receiver in the same

manner and in the same sense in which it is communicated.
a. Symbols with different meanings: In verbal communication, a particular word
may have variety of meanings. A particular word may give contradictory
meaning in different parts of country. Similarly, non verbal.
b. Badly expressed message: Lack of clarity and precision in a message makes it
badly expressed. Poorly chosen words, empty words and phrases, careless
omission, bad organization ideas and some common faults.
c. Faulty translation: It leads to misunderstanding; it results in heavy costs and
loss of efficiency.
d. Unclarified assumptions: There are certain uncommunicated assumptions
which underlie practically all messages. Underlying assumptions may not be
clear.
e. Specialists’ language: Technicians and specialists may use technical language
of their own. It hinders their communication with others.

4 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 2. Emotional or Psychological Barriers: The meaning given to a message depends upon
emotional or psychological status of both parties. These barriers exist in people’s mind.
It’s like brick wall in human barriers.
a. Premature evaluation: Communication stops the transfer information and
begets in the sender a sense of futility.
b. Inattention: The preoccupied mind of the receiver results in non-listening. This
is one of the major chronic psychological barriers.
c. Loss by transmission and poor retention: In each transmission it is said that
about 30% of the information is lost due to successive transmission of the same
message decrease accuracy.
d. Under reliance on written word: Written communication often tells what is
to be done but not why it should be done.
e. Distrust of communication: It arises out of ill-considered decisions or frequent
cancellation of the original communication by the communication.
f. Failure to communication: It may be due to laziness on the part of the
communicator.
3. Organizational Barriers: It may arrive due to the organizational structure, policies
and relationship. They are as follows:
a. Organizational policy: Policy acts as overall guidelines. Policies and their
interpretation influence the behaviour of people in an organization.
b. Organizational rules and regulations: In an organization affect the subject
matter of communication. Insistence of communication through proper
channel.
c. Status relationship: The supervisor subordinate relationship in formal
organizations blocks the flow upward communication.
d. Complexity in organization structure: When there are large numbers of
organization levels, communication gets delayed and distorted.
e. Organizational facilities: The existence or absence of organizational facilities
affects the flow of communication.
4. Personal Barriers: communication is essentially an inter-personal process. Factors
concerning the two parties influence communication process.
a. Attitude of supervisors: The attitudes towards supervisors always affect the
low of messages in different directions. If attitude is unfavorable, the
information would not flow smoothly.
b. Fear of challenge to authority: A person in the organization always tries to
get higher position. Information relating to the position may be blocked by the
supervisor.
c. Insistence on proper channel: Supervisors may insist on the flow of
information through proper channel.
d. Lack of confidence in subordinates: Supervisors may perceive that their
subordinates are less competent and capable.
e. Ignoring communication: Sometimes supervisors may consciously and
deliberately ignore the communication from the subordinates.
f. Unwillingness to communicate: Lack of awareness about the important of a
message may be a cause. Fear carelessness may also be the reason.
g. Lack of proper incentive: Lack of proper motivation also refrains subordinates
communicate upwards. Reward and punishment system is responsible for this
subordinate may not come forward to give suggestions in absence of incentives.

Strategies for effective communication

5 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 1. Clarity in Idea: Communication process involves generation of ideas. This include
opinion, attitudes, feelings, views, suggestions, orders etc.,
2. Purpose of communication: The basic objective of any communication is to
behavioral response from the receiver of the communication.
3. Empathy in communication: Communicator must put himself in the position
receiver. This would help to understand the needs, feelings and perception of the
receiver.
4. Two-way communication: Communication is two-way traffic. This fact must
realize in communication. It brings two minds together. It involves a continuous
dialogue between sender and receiver of the message.
5. Appropriate language: Symbols used in the transmission of message may be
words spoken or written. It may be in the form of actions. Words used should be
easily understandable. Technical must be avoided.
6. Supporting words with actions: The sender may use the actions to emphasize
while communicating with others. This enhances the understanding. The sender
message must also follow in actions. What he says to others.
7. Credibility in communication: The major requisite for an effective
communication is that it must have credibility. It must be trust worthy.
8. Good listening: A Communicator must be good listener too. By this process sender
a gather useful information for further communication. Following methods are
suggested for improving the effectiveness:
a. Grievance procedure: It allows employees to make an appeal upward
beyond immediate superior it encourages communication about
complaints.
b. The open-door policy: this means the supervisor’s door is always open to
subordinates. It is continuous invitation for subordinates to come in and talk
about anything that is troubling them.
c. Counseling attitude questionnaires and exit interviews: The personnel
department a conduct non directive confidential counseling session. It can
be periodically administering attitude questionnaire.
d. Participative techniques: It can be generating a great deal of
communication. This may be achieved by informal involvement of
subordinates or formal participation programmes like union management.
e. The home buds’ persons: It means providing an outlet for persons who
have been treated unfairly. On the whole subordinates can supply two types
of information:
i. Personal information about ideas, attitude and performance.
ii. More technical feedback information about performance.

Types and forms of communication

I. Formal and Informal communication

1. Formal Communication: Communication takes place through proper channels of

the organization structure along the lines of authority established by the
management. Such communications generally in writing and take any of the forms:

6 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 Policy, procedure and rule books, official meetings, reports, telephone calls,
departmental meetings, special purpose publications and magazine.
➢ Characteristics of Formal Communication
a. Formal structure has fixed channel path.
b. The goal of formal organization in to achieve the objectives of
organization.
c. Formal structure is systematically defined and controlled.
d. The structure describes authority, power and responsibility.
e. There is a delay in transmitting information due to different levels.
f. In formal structure the job specification is clearly defined.
g. Formal structure is rigid, inflexible and controlled at different stages.
➢ Advantages of Formal Communication
a. It helps in the fixation of responsibility.
b. It helps in maintaining of the authority relationship in an
organization.
c. The flow of information is systematic.
d. The source of information can be easily located.
e. It helps to acquire timely information.
➢ Disadvantages of Formal Communication
a. More time is taken to pass the information from different levels.
b. It is not suitable for external communication.
c. There is lack of quick response from the different levels.
d. Public relation is negligible.

2. Informal communication: It is also known as grapevine communications. If this

channel is not used it arises out on day to day routine and meetings among the peers.
Communication arising out of all channels of communication that fall outside
formal channels is known as informal communication. Informal communication
does not flow lines.
➢ The characteristics of informal communication are:
a. Informal communication is born out of social relations and it is
beyond the restrictions of the organization.
b. It helps to collect the information about the work and the individual.
c. It does not allow definite channel
d. There is possibility of rumor and distortion due to lack of
responsibility on individuals.
e. It helps in developing better human relations.
f. It helps to satisfy the social media of the workers.
➢ Advantages of informal communication
a. Grapevine channels carry information rapidly.
b. The mangers get to know the reactions of their subordinates on their
policy.
c. The grapevine creates a sense of unity among the employees who
shares and discusses their views with each other.
d. It serves emotional supportive value.
➢ Disadvantages of informal communication
a. Grapevine carries partial information at times as it is more based on
rumors.
b. It is not trustworthy always as it does not follow official path of
communication and it spread more by gossips.
7 Mrs. Krithika Raj
Assistant Professor, Seshadripuram College
 c. The productivity of employees may be hampered as they spend more
time talking rather than working.
d. It hampers the goodwill of the organization.

II. On the basis of direction of communication

1. Downward communication: Communication following from supervisor to

subordinates is called downward communication. Generally, orders, instructions,
decisions of the supervisor are communicated through this channel
➢ The characteristics of downward communication are as follows:
a. It is required to get things done form the subordinates.
b. It’s required to prepare for changes.
c. It is required to discourage misinformation and suspicion.
d. It is required to build effective working environment.
e. To increase productivity of the organization.
f. To provide specific directions about some job.
g. To explain policies and procedures.
h. To convey assessment of performance
i. To explain the rationale of the job and to increase moral of employees.
➢ Advantages of Downward Communication
a. Downward communication follows the official chain of command it
helps in maintaining the discipline.
b. In case of downward communication employees always receive
instruction from the executive, as a result their operational efficiency
increased.
c. Downward communication is a means of controlling. For example, if
performance of an employee is deviated from expectation, then through
downward communication his or her immediate superior can warn him
to correct the fault.
d. Polices can be informed to the employees through downward notice.
e. Performance of the employees can be evaluated through downward
communication.
f. Executives inform the employees about their responsibilities and assign
their goals.
g. It helps to improve relationship between top management and
employees.
h. The systematic delegation of authority can be achieved through
downward communication.

➢ Disadvantages of downward communication

a. Improper filtration of messages.
b. Look of face to face communication.
c. Under communication or over communication of message.
d. Loss of information.
e. Organizational complexity.
f. Misunderstanding and confusion of message.
g. Unreliability of sources.
h. Inappropriate of timing.

8 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 i. Lack of trust and confidence.
2. Upward communication: Communication following from the subordinates to
supervisor is called upward communication. It includes reports, suggestions,
complaints etc.
➢ The characteristics of upward communication are as follows:
a. It ensures two-way communications between superior and
subordinates.
b. It is a means to transmit messages relating to displeasure.
c. The workers may present their grievance to the superiors.
d. Employees have the freedom to communicate the facts, feelings etc.
e. Worker participation in decision making is encouraged.
f. Collective bargaining can be achieved through upward communication.
➢ The advantages of upward communication are as follows:
a. It provides feedback on how well the organization is functioning.
b. The subordinates use upward communication to convey their problems
and performances to their superiors.
c. It helps the top management in knowing about their attitude, behavior,
opinion, activities, and feelings of the employees.
d. The management may improve the behavior, introduce motivational
plans and improve its controlling function.
e. It can be used by the employees to share their views and ideas and to
participate in the decision-making process.
f. Upwards communication leads to a more committed and loyal work
force in a organization because the employees are given a chance to
speak dissatisfaction issues to the higher levels.
g. Subordinates get an outlet of their grievances and opinions, etc. They
may fell that they are contributing towards the goals of the organization.
➢ Disadvantages of upward communication
a. There is lack of common sharing between superior and subordinate.
b. The subordinate may lack in ability to communicate to the superior.
c. The employees are reluctant to express themselves.
d. The employees may have fear of criticism.
e. There may be possibility of distortion.
3. Horizontal communication: Communication among personnel who are working
at the same level of the organization is called horizontal communication. Example:
communication among functional departments.
➢ Characteristics of horizontal or lateral communication are as follows:
a. Departmental co-ordination is possible.
b. It helps to solve interdepartmental problems.
c. It enables sharing of information among different departments in an
effective manner.
d. Departmental disputes can be solved easily.
e. It takes place within the organization.
➢ Advantages of Horizontal or Lateral Communication
a. Horizontal communication helps in coordinating the activities of
different department at the same level.
b. It helps in solving problems.
c. It helps in accomplishing tanks.
d. It improves teamwork.
e. It Builds goodwill.
9 Mrs. Krithika Raj
Assistant Professor, Seshadripuram College
 f.
It Boosts efficiency.
g.
It is time saving.
h.
It facilitates coordination of the task.
i.
It facilitates cooperation among team members.
j.
It provides emotional and social assistance to the organizational
members.
k. It facilitates sharing of information.
l. It helps in resolving interdepartmental and inter departmental conflicts.
➢ Disadvantages of Horizontal or Lateral Communication
a. The main problem in difference in approach and vision of different
functionaries, who look at the things from their own angles.
b. Horizontal communication may lead to confusion.
c. It may give scope for conflict.

4. Diagonal communication: Communication between two people who are neither in

the same department nor at the same level of organizational hierarchy is called
diagonal communication.

III. On the basis of the way of expression

1. Oral communication: It implies communication through mouth. It includes

individuals conversing with each other, be it direct conversation. Speeches,
presentations, discussions are all formal communication. Face to face
communication like meetings, lecturers, conferences, interview etc. it builds rapport
and trust.
➢ Characteristics of Oral or Verbal Communication
a. It consumes less time.
b. It results in saving of money.
c. Easy understanding of the message is possible.
d. Immediate feedback can be achieved.
e. Immediate clarification is possible.
f. Effective co-ordination can be achieved.
➢ Advantages Oral Communication
a. There is high level of understanding and transparency in oral
communication as it is interpersonal.
b. Oral communication is not only time saving, but also saves money and
efforts.
c. Oral communication is best in case of problem resolution. The conflicts,
disputes and many issues differences can be put to an end by talking
them over
d. Oral communication is an essential for teamwork and group energy.
➢ Disadvantages Oral Communication
a. Oral communication is time-saving as far as daily interactions are
concerned, but in case of meetings, long speeches consume lot of time
and are unproductive at times.
b. Oral communications are not easy to maintain and thus they are
unsteady.
c. It requires attentiveness and great receptivity on part of the
receivers/audience.

10 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 d. Oral communication (such as speeches) is not frequently used as legal
records except in investigation work.

2. Written communication: It as a great significance in today’s world. It is an

innovative activity of the mind. Effective written communication is essential for
preparing worthy promotional materials for business development. Effective
writing involves careful choice of words. Also writing is more valid and reliable
than speech.
➢ Characteristics of Written Communication
a. It should be accurate and precise.
b. It is a permanent record of facts.
c. It is considered as a legal Document.
d. It can be reached to large number of people simultaneously.
e. It helps to fix responsibility.
➢ Advantages of Written Communication
a. It ensures transmission of information in uniform manner.
b. It provides a permanent record of communication for future reference.
c. It is an idealistic way of conveying long messages.
d. It assists the proper delegation of responsibilities, While in case of oral
communication, it is to fix and delegate responsibilities on the grounds
of speech as it can be taken back by the speaker or he may refuse to
acknowledge.
e. It ensures little risk of unauthorized alteration in the message.
f. It is more precise and explicit.
g. It tends to be comprehensive, obvious and accurate.
h. It helps in laying down apparent principles, policies and rules for
running of an organization.
i. It is well suited to express messages to a large number of person at the
same time.
j. It is permanent means of communication. Thus, it is useful where record
maintenance is required.
➢ Disadvantages of Written Communication
a. Written communication does not save upon the costs. It costs huge in
terms of stationery and the manpower employed in writing/typing und
delivering letters.
b. Written communication is time-consuming as the feedback is not
immediate. The encoding and sending of message take time.
c. Too much paper work and emails burden is involved.
d. It becomes difficult to maintain privacy about written communication.
e. It is rigid and doesn't provide any scope for making changes for
inaccuracies
f. It is very formal and lacks personal touch.
g. It may be represented in a different way by different people.

IV. Verbal and non-verbal communication

1. Verbal communication: Communication by using words and language is called

verbal communication.

11 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 2. Non-verbal communication: Communication by using signs, pictures, and signals
are called non-verbal communication. Codes like’s colors, maps, music, can be used
to enhance verbal communication.

V. Intrapersonal and Interpersonal communication

1. Intrapersonal communication: is what goes within the mind. The continuous flow
of thoughts in the mind does not have any particular sequence. It goes according to
the individual’s personal experiences. It is subconscious level.
➢ Advantages of Intrapersonal Communication
a. Self - awareness: Allows the persons to aware of every aspect of their own
personality and can easily communicate his wants and needs to others.
b. Self - confidence: A self-aware state makes one secure and increases
confidences.
c. Self – management: The fact that one is conscious of the indwelling
strengths and shortcoming, it equips him to manage his daily affairs
efficiently using his strengths to the maximum which is turn compensates
for his weakness.
d. Self - motivation and focus: The absolute knowledge of what one wants out
of life will enable the person to strive to achieve those aims and goals while
continuously motivating themselves.
e. Independence: Self-awareness allows the person to be independent.
f. Adaptability: The person is highly adaptable to his surroundings as the
knowledge of his own qualities allow him to confidently and calmly take
decisions and change his approach accordingly in response to situational
stimuli.
➢ Disadvantages of Intrapersonal Communication
a. Introverted: Since the person prefer working alone, he is perceived as
shy or anti-social by others.
b. Wrong assumptions and decisions: Since there are absence of feedback,
that is, the conversation is in a one-way flow, it could lead to the
development of misconception and faulty assumption.
c. Categorical thinking: There is a possibility of an individual categorizing
and viewing certain individual or events with a biased opinion causing
one’s thought pattern to be one tracked and lopsided.
d. Over-thinking: Over analysis of situations and prolonged thinking about
them will lead to the imagination of unrealistic and unnecessary
scenarios, and in extreme cases, may even lead to self-doubt.
e. Arrogance: Due to an independent nature and specific approach towards
an issue, one may be incorrectly perceived as being arrogant. This is
further rein forced by one’s tendency to pay attention to every single
detail.

2. Interpersonal communication: It is between two persons. It is important method

of building up and maintaining relationships and of working together.
➢ Features of Interpersonal Communication
a. Problem solving: Interpersonal communication skills are necessary
because they allow people to discuss problems and weigh the pros and
cons of alternatives before coming up with the final solution.

12 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 b. Alignment with business goals: Poor communication between
employers and employees can harm the business in many ways. When
managers and leaders are unable to clearly communicate tasks, workers
can quickly become frustrated and disconnected with the business
goals.
c. Trusts: Interpersonal communication skills are crucial for improving
trust and workplace communication, and all employees, especially
business leaders, should therefore improve communication with their
employees.
d. Change management: Effective employee communication helps
employees better understand the change successfully.
e. Company culture: when employee possess good interpersonal
communication skills, organizational culture become more synergic and
positive. With bad interpersonal relationships, on the other hand,
negatively, confusions, and conflicts become inevitable.
f. Employee recognition: Good interpersonal communication drives
more employee recognition.
g. Workplace miscommunication: Managers who maintain
professionalism, open workplace communication and appositive
attitude are more likely to be seen. When employees feel like they can
speak openly with decision-makers, workplace miscommunication,
gossip, and rumors are much less likely to happen.
h. Personal relationship: People with good interpersonal communication
skills can, builds healthy relationship with their colleagues and work
much better as a team.

VI. Internal and external communication

1. Internal communication: It is communication inside organization. Message that

move within the organization, among its members are internal communication. It
moves along the line authority. Upward and downward is called vertical
communication.
➢ Advantages of Internal Communication
a. Effective internal communication helps the organization to meet its
objectives. It is the limit that encourages everyone to deliver on their
responsibilities.
b. It can be used to create transparency within the organization and through
this help in raising the morale and motivation of employees which tends to
increase productivity.
c. It stimulates much needed feedback from employees to top management.
d. It provides information and encourages sharing by driving and supporting
the organization’s short-term goals and objectives.
e. It ensures that these initiatives are implemented and followed at a local level.
f. It ensures that knowledge sharing and communication processes are part of
the daily workflow across all functions of the business.

2. External communication: Message that move outside the organization and are
received from outside are called external communication. Message that moves
among persons of equal status are called horizontal or lateral communication.
Advantages of External Communication
13 Mrs. Krithika Raj
Assistant Professor, Seshadripuram College
 a. The right information is shared with the right person at the right time.
b. Establishing a brand gaining b=popularity is easy.
c. Building relationship along with trust is easy.
d. External communication can be advantageous because it van put a spin on
something like scandal or environment disaster that can burn a negative into
more of a positive.
e. They completely changed their image and are hot commodities because of
how they communicated to the public.
Disadvantages of External Communication
a. Revealing a lot of information can be an advantage to the competitors.
b. Missing information causes a big negative impact.
c. The disadvantages arise when such two-way communication is not
handled well. In the ages of social media and information going viral,
the risks multiply.
Features of External Communication
a. Persuasive: Effective external communication can persuade
customers to take a certain desired action.
b. Customer-Focused: Your external communication is the way to
provide service to your customer base and to stay in touch. When
your customers have a problem or a question, communication
methods like email, telephone or an in-person customer service
department allow your customers to resolve any issues.
c. Partner-Friendly: At some point in the life of your business, you
will likely to form an alliance with another business in areas such as
marketing or expansion, or even to develop a relationship with a
supplier.
d. Emphasizes Listening: External communication is not just about
spreading your message or reaching out to others, Effective
communication also involves taking the time to listen to any
feedback you receive.

VII. Group communication

It takes place in meeting. Group discussion is very useful activity in organizations. It

helps in understanding situation, in exploring possibilities and in solving problems
because it allows a multiple point of view.

VIII. Mass communication

It is public communication. It includes message sent out by radio, television, the press
and the cinema. Within an organization, the notice board, bulletins, house journals,
circulars and public address system are vehicles for mass communication.

Cross Cultural Communication

Meaning of Cross-cultural communication

14 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
It is a field of study that looks at how people from differing cultural backgrounds communicate,
in similar and different ways among themselves, and how they Endeavour to communicate
across culture.

Conducting oneself in other culture:

1. Interaction and culture need preparation.

2. Manners and rules of social behaviour.
3. Awareness and knowledge about other country.
4. Treat business clients sensitively.
5. Style of greeting, table manners, food style, conversation, exchanging cards, gifts etc.
6. Good business – respect and understand associates.
7. While visiting new country – learn country style.

Factors affecting cross cultural dimensions of Business Communication

1. Cultural Identity: Culture is the values, attitudes, and ways of doing things that a
person brings with them from the particular place where they were brought up as a
child. These values and attitudes can have an impact on communication across cultures
because each person's norms and practices may be different and may possibly clash
with those of co-workers brought up in different parts of the world.
2. Racial Identity: Racial identity refers to how one's membership to a particular race
affects how they interact with co-workers of different races. How they interact with
folks at workplace who come from different culture.
3. Ethnic Identity: Ethnic identity highlights the role ethnicity plays in how two co-
workers from different cultures interact with one another. In the United States, white
European Americans are less likely to take their ethnicity into account when
communicating, which only highlights the importance of addressing different
ethnicities in a workplace as a way of educating all co-workers to the dynamics that
may arise between individuals of the same or different ethnic groups.
4. Gender Roles: Another factor that impacts intercultural communication is gender. This
means that communication between members of different cultures is affected by how
different societies view the roles of men and women.
5. Individual Identity: This means that how a person communicates with others from
other cultures depends on their own unique personality traits and how they esteem
themselves. Just as a culture can be described in broad terms as "open" or "traditional,"
an individual from a culture can also be observed to be "open-minded" or
"conservative." These differences will have an effect on the way that multiple
individuals from the same culture communicate with other individuals.
6. Social Class: The social identity factor refers to the level of society that person was
born into or references when determining who they want to be and how they will act
accordingly.
7. Age: The age identity factor refers to how members of different age groups interact
with one another. This might be thought of in terms of the "generation gap". More
hierarchical cultures like China, Thailand, and Cambodia pay great deference and
respect to their elders and take their elders' opinions into account when making life-
changing decisions.
8. The Roles Identity Factor: The roles identity factor refers to the different roles a
person plays in his or her life including their roles as a husband or wife, father, mother
or child, employer or employee, and so forth.

15 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
Improving Cross Cultural Communication

1. Speak slowly and clearly.

2. Avoid double questions.
3. Avoid negative questions.
4. Take turns in speaking.
5. Important figures. Billion in USA 9 Zeroes and in UK 12 Zeroes.
6. Summarizing what has been said helps in understanding.
7. Avoid slang.
8. Humor and jokes may not be appreciated.
9. Listen and confirm.
10. Respect the communication formalities and style.

Measures to overcome barriers to communication

1. The message must be carefully cried to be conveyed.
2. Usage of appropriate language suitable for the recipient.
3. When communicating face to face, sensitivity to other’s well as one’s own body
language is important.
4. Communication under conditions of mental stress must be avoided.
5. Use appropriate method of communication- for example face to face, letter, telephone
call and so on.
6. Ensure that message has been or is being transmitted correctly.
7. The sources of disturbances or noise must be removed.
8. Avoidance of perceptional differences.
9. Being emotionally intelligent.
10. Foster a supportive environment and give constructive feedbacks.
11. Usage of reciprocate non-verbal with the verbal- gestures, clothing, posture, style, facial
expressions should agree with what is being said.
12. Being non- judgmental.
13. Listening attentively and carefully.
14. Simple organizational structure.
15. Avoid Information overload.
16. The feedback should be delivered constructively as it will lead to effective
communication between the superior and subordinate.

Scope of communication

1. Communication in personal life: Communication is closely related with every sphere

of human life. From dawn to sleep at night, a person communicates with others. This
reveals that communication is the part and parcel of human life.
2. Communication in social life: Now we are on the verge of human civilization and
living in an integrated society. In social life, people need to develop social bondage.
Communication helps us in creating and strengthening this social bondage.
3. Communication in the state affairs: Communication is also pervaded in all areas of
state affairs. Without communication, state neither can administer its various wings nor
can maintain relationships with the other part of the world. Due to revolutionary change
in communication technologies, the whole world has turned

16 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 4. Communication in business: In this post-modern age, we cannot think of business
without communication. Communication is the lifeblood of business as it provides
necessary information in formulating business plans and policies. It also ensures
effective performance of business activities like production, distribution, finance,
warehousing etc. Thus; ultimate success of the business depends on successful
communication.
5. Communication in management: Management is the means of achieving
organizational goals. Efficiency and effectiveness of management depend on effective
communication with the various internal and external parties. Every function of
management depends on communication. In fact, without information plans cannot be
formulated, activities cannot be organized, directives cannot be issued and control
cannot be ensured.
6. Communication in industrial relations: Industrial relation means a labor
management relationship in the industry or in an organization. Congenial industrial
relation is a precondition for business success. On the other hand, free and fair
communication is a pre-requisite for creating good industrial relation. Free flow of
information lessens doubt, confusion and controversies between workers and
management. As a result, harmonious relationship develops in the organization.
7. Communication in international affairs: In this age of globalization, communication
is not merely confined within the national boundary. Countries are exchanging their
cultural, economic, social, political, educational and technological affairs with each
other continuously. In order to facilitate cooperation and communication among
countries, various regional and international bodies namely the United Nations, World
Bank, NAFTA, SAFTA, ASEAN, SAARC, EU etc. Have been formed. Through these
bodies, counties communicate various bilateral and multilateral issues among them.
8. Communication in religion: Communication is also present in perching, spreading
and circulation various religious doctrines. Prophets and saints have preached the verses
of almighty to their followers and even now, many religious thinkers are performing
the duty of preaching and circulating religious verses.

Seven (7) C’s Communication

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

1. Completeness: The communication must be complete. It should convey all facts

required by the audience. The sender of the message must take into consideration the
receiver’s mind set and convey the message accordingly.
2. Conciseness: It means communicating in least possible words without forgoing the
other C’s of communication. Concise communication provides short and essential
message in limited words to the audience.
3. Considerations: Effective communication must take the audience into considerations.
i.e., the audience’s viewpoints, background, mindset, education level, emotions as well
as problems.
4. Clarity: It implies using exact and appropriate words to focus on a specific message
for easier understanding.
5. Concreteness: Concrete communication is supported with specific facts and figures,
words that are clear are not misinterpreted.
6. Courtesy: It is showing the sender’s expression as well as respect to the receiver in the
message.

17 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College
 7. Correctness: It is use of appropriate and correct language without any grammatical
errors, accurate facts and figures in communication.

Limitations of Communication

1. Unqualified assumptions
2. Perpetual differences between the sender and the receiver
3. Poor planning
4. Poorly wronged message
5. Semantic problems
6. Status differences between sender and receiver
7. Environmental factors
8. Loss by transmission and poor retention

18 Mrs. Krithika Raj

Assistant Professor, Seshadripuram College