Chapter 4

DEVELOPING COMMUNICATION SKILLS AND CONDUCTING COMPANY

MEETINGS

COURSE LEARNING OUTCOME (CLO)

At the end of the course, the students can:

1. Develop effective communication skills in accordance with the ethical standards

observed in the hospitality industry;

INTENDED LEARNING OUTCOMES (ILOs)

At the end of the lesson, the students can:

1. Discuss communication and its process (CLO #2);

2. Elucidate professional communication and its importance in the workplace (CLO
#2);
3. Develop skills in terms of written, verbal, and non-verbal communication (CLO
#2); and
4. Practice ethical standards in conducting a meeting (CLO #2).

INTRODUCTION

Being able to communicate effectively is one of the most important life skills to

learn. Communication is defined as transferring information to produce greater
understanding. It can be done vocally (through verbal exchanges), through written
media (books, websites, and magazines), visually (using graphs, charts, and maps) or
non-verbally (body language, gestures, pitch of voice, and tone). All of these means of
communication are essential soft skills that are vital for a successful career.
 PREPARATION

What do you observe in the

picture? Relate it to effective
communication

PRESENTATION

PROFESSIONAL COMMUNICATION

The term professional communication refers to the various forms of

speaking, listening, writing, and responding carried out both in and beyond the
workplace, whether in person or electronically. From meetings and presentations to
memos and emails to marketing materials and annual reports, in business
communication, it's essential to take a professional, formal, civil tone to make the best
impression on your audience, whether its members be your colleagues, supervisors, or
customers.

DEFINING COMMUNICATION

The word communication is derived from a Latin word meaning “to share.”
Communication can be defined as “purposefully and actively exchanging information
between two or more people to convey or receive the intended meanings through a
shared system of signs and (symbols)” (“Communication,” 2015, para. 1).

Let us break this definition down by way of example. Imagine you are in a coffee
shop with a friend, and they are telling you a story about the first goal they scored in
hockey as a child. What images come to mind as you hear their story? Is your friend
using words you understand to describe the situation? Are they speaking in long,
complicated sentences or short, descriptive sentences? Are they leaning back in their
chair and speaking calmly, or can you tell they are excited? Are they using words to
describe the events leading up to their big goal, or did they draw a diagram of the rink
and positions of the players on a napkin? Did your friend pause and wait for you to to
comment throughout their story or just blast right through? Did you have trouble hearing
your friend at any point in the story because other people were talking or because the
milk steamer in the coffee shop was whistling?

All of these questions directly relate to the considerations for communication in

this course pack:

1. Analyzing the Audience

2. Choosing a Communications Channel
3. Using Plain Language
4. Using Visual Aids
5. Evaluating Communication via Feedback

Before we examine each of these considerations in more detail, we should consider the
elements of the communication process.

THE COMMUNICATION PROCESS BY L. UNDERWOOD

The communication process includes the steps we take in order to ensure we

have succeeded in communicating. The communication process comprises essential
and interconnected elements detailed in the figure above. We will continue to reflect on
the story of your friend in the coffee shop to explore each element in detail.

Source: The source comes up with an idea and sends a message in order to share
information with others. The source could be one other person or a group of people. In
our example above, your friend is trying to share the events leading up to their first
hockey goal and, likely, the feelings they had at the time as well.

Message: The message is the information or subject matter the source is intending to

share. The information may be an opinion, feelings, instructions, requests, or
suggestions. In our example above, your friend identified information worth sharing,
maybe the size of one of the defence players on the other team, in order to help you
visualize the situation.

Channels: The source may encode information in the form of words, images, sounds,
body language, etc. There are many definitions and categories of communication
channels to describe their role in the communication process. This module identifies
the following channels: verbal, non-verbal, written, and digital. In our example above,
your friends might make sounds or use body language in addition to their words to
emphasize specific bits of information. For example, when describing a large defence
player on the other team, they may extend their arms to explain the height or girth of the
other team’s defence player.

Receiver: The receiver is the person for whom the message is intended. This person is
charged with decoding the message in an attempt to understand the intentions of the
source. In our example above, you as the receiver may understand the overall concept
of your friend scoring a goal in hockey and can envision the techniques your friend
used. However, there may also be some information you do not understand—such as a
certain term—or perhaps your friend describes some events in a confusing order. One
thing the receiver might try is to provide some kind of feedback to communicate back to
the source that the communication did not achieve full understanding and that the
source should try again.

Environment: The environment is the physical and psychological space in which the

communication is happening (Mclean, 2005). It might also describe if the space is
formal or informal. In our example above, it is the coffee shop you and your friend are
visiting in.

Context: The context is the setting, scene, and psychological and psychosocial

expectations of the source and the receiver(s) (McLean, 2005). This is strongly linked to
expectations of those who are sending the message and those who are receiving the
message. In our example above, you might expect natural pauses in your friend’s
storytelling that will allow you to confirm your understanding or ask a question.
Interference: There are many kinds of interference (also called “noise”) that inhibit
effective communication. Interference may include poor audio quality or too much
sound, poor image quality, too much or too little light, attention, etc. In our working
example, the coffee shop might be quite busy and thus very loud. You would have
trouble hearing your friend clearly, which in turn might cause you to miss a critical word
or phrase important to the story.
Those involved in the communication process move fluidly between each of these eight
elements until the process ends.

TYPES OF COMMUNICATION

1. Verbal communication
 Do you know that communication and productivity are interlinked? Every successful
organization instils a culture of effective verbal communication. 
Verbal communication helps deliver messages quickly. It helps employees receive
clear directions and rewards good performance with prompt appreciation. All this
boosts the morale and, hence, the productivity of employees.
Remember the attendant at your bank branch who gives clear instructions, and is
calm, patient, and supportive. That’s because she possesses excellent verbal
communication skills.

2. Nonverbal communication
Nonverbal communication delivers a message without the use of words. Nonverbal
cues through body language, facial expressions, and tone of voice are given and
interpreted in this form of communication. 
A shrug of the shoulders could indicate indifference while waving of hands could be
enough to say goodbye and a simple nod may show acceptance.

3. Written communication
Written communication is one of the most trusted types of communication. Emails,
business letters, project proposals, blogs, books, brochures, and websites are
examples of written communication. 
This type of communication can be edited, revised, and changed to optimize quality.
It can also be kept as a record or proof for further reference. 

4. Visual communication
Visual communication is a graphic representation of ideas. Visuals are created with
the help of art, drawings, sketches, charts, graphs, infographics, or videos. 

5. Formal communication
A business meeting, a legal document, a real estate agreement, and an appointment
letter are all examples of formal communication. 
Formal communication is done through defined channels backed by certain
organizational procedures.
Formal language and the use of jargon are hallmarks of this type of communication.
The communication usually follows a predefined format or structure. 
These are some advantages of formal communication:
 It streamlines processes
 It increases work efficiency
 It creates documented records
 It reaches the target audience in time

THE IMPORTANCE OF COMMUNICATION SKILLS

Having strong communication skills aids in all aspects of life – from professional

life to personal life and everything that falls in between. From a business standpoint, all
transactions result from communication. Good communication skills are essential to
allow others and yourself to understand information more accurately and quickly.
 In contrast, poor communication skills lead to frequent misunderstanding and
frustration.

HOW TO IMPROVE YOUR COMMUNICATION SKILLS

Here are some pointers to look out for when looking to improve your ability to effectively
communicate with others:

1. Listening
To become a good communicator, it is important to be a good listener. It is important to
practice active listening – pay close attention to what others are saying and clarify
ambiguities by rephrasing their questions for greater understanding.
 
2. Conciseness
Convey your message in as few words as possible. Do not use filler words and get
straight to the point. Rambling will cause the listener to tune out or be unsure of what
you are talking about. Avoid speaking excessively and do not use words that may
confuse the audience.
 
3. Body language
It is important to practice good body language, use eye contact, utilize hand gestures,
and watch the tone of the voice when communicating with others. A relaxed body
stance with a friendly tone will aid in making you look approachable by others.
Eye contact is important in communication – look the person in the eye to indicate that
you are focused on the conversation. But make sure to not stare at the person as it can
make him or her uncomfortable.
 
4. Confidence
Be confident in what you say and in your communication interactions with others. Being
confident can be as easy as maintaining eye contact, maintaining a relaxed body
stance, and talking with concision. Try not to make statements sound like questions and
avoid trying to sound aggressive or demeaning.
 
5. Open-mindedness
In situations where you disagree with what someone else has to say, whether it be with
an employer, a co-worker, or a friend, it is important to sympathize with their point of
view rather than simply try to get your message across. Respect the opinion of others
and never resort to demeaning those who do not agree with you.
 
6. Respect
Respecting what others have to say and acknowledging them is an important aspect of
communication. Being respectful can be as simple as paying attention to what they
have to say, using the person’s name, and not being distracted. By respecting others,
the other person will feel appreciated, which will lead to a more honest and productive
conversation.
 
7. Using the correct medium
There are several different forms of communication to use – it is important to choose the
right one. For example, communicating in person about serious matters (layoffs, salary
changes, etc.) is more appropriate than sending an email regarding the matter.
 
GOOD COMMUNICATION SKILLS FOR A GREAT CAREER

Succeeding in your career requires good communication skills. You need to

know what you want and how you are going to attain it. Being an excellent
communicator can help propel your career.

Good communication skills can aid in helping you land an interview and pass the
selection process. Being able to articulate well provides a significant advantage! To do
your job effectively, you have to discuss problems, request information, interact with
others, and have good human relations skills – these are all part of having good
communication skills. They help in being understood well and in helping understand the
needs of those around you.
 
BAD COMMUNICATION IN THE WORKPLACE

Communication drives workplace success. Although the detriments of poorly

communicating with others may not be apparent in the short term, it has a crippling
effect on the workplace in the long-term. Here are some signs of bad communication:

 Lack of specific communication

 Using the incorrect mediums to convey important messages
 Passive-aggressive communication
 Lack of follow-through and consideration
 Blaming and intimidating others
 Failing to listen

ETIQUETTE RULES FOR MEETINGS THAT EVERY PROFESSIONAL SHOULD

KNOW

1. BE ON TIME - Make sure you come on time and prepare for the meeting ahead of time.
You don't want to waste anyone else's time by not being punctual.

"Leaders need to start on time so people can depend on that”

2. MAKE INTRODUCTIONS - If everyone doesn't know one another in the meeting room,
you need to make introductions. You should do this by starting with the person of the highest
rank first.

For example, "Ms. Greater Importance, I would like you to meet Mr. Lesser Importance."

3. HAVE A STRONG AGENDA - This is part of being prepared, but you should have a good,
strong agenda so that you can stay on track. If you do get off track, you should have a strong
facilitator to get you back on track.

4. SIT APPROPRIATELY - If it's a sit-down meeting, you need to adjust your chair so that
you're at equal height with everyone else at the table. "Some people don't adjust their chairs, so
they end up being the little kid in the meeting.

5. SPEAK UP - When people speak in meetings they need to speak loudly enough so that
everyone hears what they're saying. "Many men and women, especially women, do not speak
loudly enough. And speaking softly is a subtle nonverbal action that can affect your
professionalism.

6. UNDERSTAND THE UNWRITTEN SPEAKING RULES - It's not polite to interrupt

others, but in some meetings, you have to interrupt at some point or you won't be heard.
Understand the rules so that you can have a productive meeting.

7. DO NOT HAVE YOUR PHONE OUT - A lot of people keep their phones on the table
during meetings. Don't do this. Even if you aren't looking at your phone, it can get distracting if it
starts lighting up or making noises. 

"Put it in your pocket, keep it on vibrate, and leave the room if you have to take the call
or return a text. "It's really, really rude to be texting during a meeting."

8. YOU CAN DRINK COFFEE, BUT YOU NEED PERMISSION FOR ANYTHING ELSE
- If you're going to eat, it needs to be OK with the entire group. "You can make noise or give off
smells" that are disruptive, so it needs to be OK with everyone.

9. CLEAN UP AFTER YOURSELF - This is especially true if you were drinking or eating
during the meeting. You need to clean up after yourself and leave things the way you found
them. Otherwise, it's not professional.

10. DON'T SAVE ALL YOUR QUESTIONS FOR THE END - Ask your questions at the
appropriate time. Do not be the person who starts "asking questions and adding stuff that
doesn't need to be added" when everyone's getting ready to go.