Communication

With respect to the Business Communication syllabus, communication can be defined as: “The
imparting or exchanging of information by speaking, writing, or using some other medium”.
The key purposes of communication can be summarized as:
1. Acquiring information–collecting, analyzing, checking and processing numerous types of
communication both internal and external to an organization. This often involves
initiatives to generate ideas and solutions.
2. Disseminating information–sharing information to those who need it to perform their job,
make a decision or solve a problem. This might involve coordinating plans and
communicating goals and structures.
3. Maintaining relationships–relationships between co-workers and with both suppliers and
customers need managing through effective and appropriate communication to ensure
continuity of operations and ultimate profitability of the organization.
Effective communication
1. Accurate–Facts and figures including numbers, times, dates and names must be accurate
as inaccuracies can create a bad impression for an organization which can ultimately
impact on its profitability. Imagine how upset you would be if you received the wrong
amount of salary (too low) one month, if you were a supplier and were paid the wrong
amount (too low) by one of your largest customers or if you are a corporate customer and
were sent the wrong type or amount of goods.
2. Appropriate media and channel–This means selecting the right type of communication
such as an e-mail, letter, telephone call, reporter meeting. Before communicating
something consider how you would feel and what message you would actually receive if
it was you receiving that particular message via that particular type of communication.
3. Clear–There should be little doubt as to what is meant by the communication. This
requires careful choice of language and keeping the communication as simple as possible.
4. Appropriate language (image and tone)–The image and tone that are portrayed reflect
both the sender and their organization. It is particularly important when communicating
with parties external to the business to set the right image and tone to ensure the message
being communicated is not distorted and misinterpreted.
Types of communication
1. Verbal
Any communication that involves the use of words—whether it consists of speaking,
listening, writing, reading, or thinking—can be classified as verbal communication.
• Oral
Oral communication implies communication through mouth. It includes
individuals conversing with each other, be it direct conversation or telephonic
conversation. Speeches, presentations, discussions are all forms of oral
communication. Oral communication is generally recommended when the
communication matter is of temporary kind or where a direct interaction is
required. Face to face communication (meetings, lectures, conferences,
interviews, etc.) is significant so as to build a rapport and trust.
 • Written communication
Written communication has great significance in today‘s business world. It is
an innovative activity of the mind. Effective written communication is
essential for preparing worthy promotional materials for business
development. Speech came before writing. But writing is more unique and
formal than speech. Effective writing involves careful choice of words, their
organization in correct order in sentences formation as well as cohesive
composition of sentences. Also, writing is more valid and reliable than speech.
But while speech is spontaneous, writing causes delay and takes time as
feedback is not immediate.
2. Non verbal
Nonverbal communication can be defined as the process of communication in which
we send and receive wordless (mostly visual) messages by the use of gestures, touch,
body language or posture, facial expressions, eye contact, clothing, hairstyle,
architecture, pitch and volume of voice etc.
3. Visual
Whilst words (both spoken and written) require a reasonable amount of effort to hear,
read, interpret and absorb, visual communication can achieve a much greater impact
in a significantly shorter period. Visuals can be more memorable and clearer than a
wall of words and blocks of text and figures.
4. Listening
To listen is to give attention to sound or action. When listening, one is hearing what
others are saying, and trying to understand what it means. The act of listening
involves complex affective, cognitive and behavioral processes.
The Process of Communication
The process of communication begins with a person’s desire to share or exchange an idea,
thought, or feeling with another person or persons. It basically involves a sender, a message, a
medium, and a receiver.
a. The Linear Concept of Communication
The earliest conceptualization of communication by Harold Lasswell involved the
following five basic questions:
1.Who?
2.Says what?
3.To whom?
4.In which channel?
5.With what effect?
Early ideas of communication considered it a one-way (linear) process marked by the
flow of information from a sender to a receiver.

According to this linear view, the receiver passively receives the message and acts as
directed or desired by the sender. Communication is intended to control/manipulate the
 receiver. It is assumed that the message, while passing through the medium chosen by the
sender, reaches the receiver without any distortion or change.
b. The Shannon–Weaver Model
C. E. Shannon and W. Weaver3 were the first to point out that in actual practice,
messages can be changed or blocked. Shannon’s model of communication was first
published in the Bell System Technical Journal. It was based on the mathematical or
mechanistic view of the communication process, in which the basic problem is that the
message received is not the same as the message sent. He attributed the loss to noise. The
Shannon model, co-authored with Weaver, was brought out later in The Mathematical
Theory of Communication in 1949. Weaver introduced the idea of feedback as a
corrective counter to noise. However, in the Shannon–Weaver model, feedback was not
considered to be an integral component because the model conceived the communication
process as a linear act and feedback as a new act of communication. This is why in the
Shannon–Weaver model feedback is represented by dotted lines.

The Shannon–Weaver model comprises the following basic elements:

1. Information source (ideation)
2. Encoding (transmitter)
3. Channel (transmission)
4. Receiver (decoding)
5. Acting
6. Noise
c. The Two-way Communication Process
More recent conceptualizations of the communication process look at communication as a two-
way process. A group of people are involved in completing the cycle of communication, in
which the receiver also acts as the sender of feedback to the original transmitter (sender). Thus,
both the sender and receiver play reciprocal and reversible roles, as in telemarketing or call
center communications. Consider the two-way flow of communication.
The two-way concept of communication is more contemporary. It considers communication
essentially to be a reciprocal process and a mutual exchange of messages. It makes no sharp
distinction between the roles of the sender (source) and the receiver, because the same person
plays both roles, often simultaneously.
Types of communication tools
a. Personal communication
Personal communication is the process of exchange of information, ideas and feelings
between two or more people through verbal or non-verbal methods. It often includes
face-to-face exchange of information, in a form of voice, facial expressions, body
language and gestures.
b. Non personal communication
Nonpersonal communication channels are media that carry messages without personal
contact or feedback. They include major media, atmospheres, and events. Major media
include print media (newspapers, magazines, direct-mail), broadcast media (radio,
television), display media (billboards, signs, posters), and online media (e-mail, company
Web sites, online social and sharing networks).
Communication in multilevel
a. Interpersonal communication
It is the term applied to the verbal and nonverbal interactions that occur in both one-on-
one and small-group settings. “People skills” and “soft skills” are terms often used to
describe a cluster of personal qualities, habits, attitudes, and social graces that make
someone a good employee and a compatible coworker. Each of us possesses soft skills
but to varying degrees. Interpersonal communication is a cornerstone in what social
scientists refer toas the communication climate—the quality of the personal relationships
that exist within an organization. These relationships are directly influenced by the soft
skills of the people within the organization.
b. Intrapersonal communication
It is communication that occurs in your own mind. It is the basis of your feelings, and
beliefs.
Examples are when you make any kind of decision –what to eat or wear. When you think
about something –what you want to do on the weekend or when you think about another
person.
c. One-to-Group communication.
This is communication from one person to a group of people. This is what category any
kind of speech falls into. So, any speeches you give through Computer App, or a pastor
giving a sermon, or a campaign speech, are all one-to-group communication.
d. Mass communication
It is a broad based communication addressed to a large number of individuals. Now a
days this communication is developed as a distinct skill. Mass communication is meant
for people at large placed at distinct places, vast in number and with varied
temperaments. For main stream media the government too has a separate department.
Under this communication public relations, journalism, television, radio, advertising and
publicity are the prominent streams. News letters, research studies, press releases,
promotional strategies are used to reach a large, varied, well spread out audience mix.
e. Public Communication:
 Public communication happens when a person or a group of people gather and start
sharing information to an audience or give a presentation on certain topics to deliver
a message.

To make it more simple to understand, public communication happens when a person

stands in front of the audience and engage in dialogue to deliver a message. Public
communication requires:

• public speaker - the person that talks and shares the information; gives the presentation.
• an audience - the group of people than listen and want to find out what is told by public
speakers
• the channel used to deliver the message (audio, video, visual presentation)
• logistics (optional) to present the message visually and/or audio
• the message it delivers by speaking/communicating the message

Characteristics of business communication

• The business communication must be realistic in • It must avoid the imaginary or useless
nature information for saving time

• Any business communication must have a clear • The concerned audience must be
purpose or target. There should be no doubt in targeted
communication.

• The language used for targeting audience must not • It must be a real exchange of
be attacking information

• One cannot use any metaphor, poetic phrases or • It must be clear and brief
creative figures of speech

• Always use polite and well-mannered words while • It must be influential

communicating

• It must be based on facts and figures • There must not be any personal
opinion

• It must be based on mutual understanding • One must use the exact format for
business writing

• It is for providing information, advice, instruction, • It can be used to give a warning or

support or conveying a suggestion valuing good work

Challenges for business communication in Pakistan

• Lack of standard measurement process
• Lack of technology advancement support
• Ambiguity on the issue
• Lack of interpersonal skills
Why engaged employees are best?
Engaged employees often develop an emotional connection to their job and company, and will
be focused on working toward their organization's goals. While companies may define
employee engagement according to their own needs, the basic characteristics of an engaged
employee are:

• They know what their role is, what their job entails, and they want to do it.
• They are loyal to their employer and productive.
• They are motivated to work toward the success of their organization and know what
success looks like (and how to work toward it).
• They are connected rationally and emotionally connected to their organization and
motivated to perform at a high level.

7’c of communication
The seven c’s are seven key principles that underpin effective communication. They can be
applied to both oral and written communication.
1. Completeness
“Having all the necessary or appropriate parts”.
The communication must include all the necessary information to achieve the
desired response. It should convey all the facts required by the receiver and also
consider their mind-set. This will help pitch the style of the message in an
appropriate manner. To help ensure the message is complete you could use the 5
W’s checklist:
• Who?
• What?
• When?
• Where?
• Why?
2. CONCISENESS
“Giving a lot of information clearly and in a few words; brief but
comprehensive”.
For business communications, conciseness means communicating what you want
to convey in the least possible words without forgoing the other 7 C’s of
communication. The message only contains information relating to the topic and
excludes irrelevant information. Concise communication should therefore
demonstrate the following:
• Wordy expressions are removed
• Only relevant information should be included
• Unnecessary repetition should be avoided
• Avoid long introductions, unnecessary explanations and over-politeness.
• Limit the use of the passive voice
3. Consideration
“Careful not to inconvenience or harm others”.
In business communications, consideration involves empathizing with others and
taking into account such factors as the message recipient’s view point, mind-set,
education level, mood, desires and needs. You should try to think of things from
your recipient’s perspective. For example:
 • What do they really need
• What emotions might they currently be feeling?
• What emotions might your message generate?
• Self-respect of the recipient is paramount as any loss of respect, insult or
humiliation could instantly alienate the communication recipient.
4. CONCRETENESS
“Specific; Definite”
Avoid using vague words that don’t mean much. In oral communication, one
cannot draw figures, tables, or diagrams to illustrate one’s point. But one can
choose precise words and speak with proper modulation and force to make sounds
reflect the meaning.
• Some other examples of vague words to avoid include:
−Small
−A few
−Several
−Slightly
−Soon
−Almost
• Concrete messages tend not to be misinterpreted as they are so specific
and clear.
• Concreteness strengthens the confidence of both the sender and receiver.
• Concrete messages convey professionalism and help towards building the
reputation of the sender and the organization they represent.
• Using vivid and image-building words can help make the message more
compelling and impactful.
5. CLARITY
“The quality of being clear”
Clarity in business communication requires emphasis on a particular message or
goal rather than trying to achieve too much all at once:
• Total clarity of thought and ideas enhance the meaning of messages.
• Choose exact, concrete, familiar and appropriate words.
• Construct effective sentences and paragraphs.
• Clear messages make interpretation and understanding easier.
• Clear messages stimulate the recipient into action.
6. COURTESY
“The showing of politeness in one’s attitude and behaviour towards others”
Courtesy in business messages implies that the message should show the sender’s
expression as well as respecting the receiver and being considerate to their
personality. The sender should be sincerely enthusiastic, polite, judicious and
reflective.
Courteous messages will demonstrate the following:
• Be sincere and tactful, thoughtful and appreciative.
• Use expressions and terminology that show respect.
• Use non-discriminatory expressions and ensure the message is unbiased.
 • Courteous messages take into consideration both viewpoints as well as
feelings of the receiver.
• Courteous messages are positive and focused on the audience.
• Avoid communicating an assertion that the sender is right and the receiver
is wrong –this will at best irritate and at worst offend.
7. CORRECTNESS
“Free from error; in accordance with fact or truth”
Correctness in business communication ultimately implies there are no
grammatical, punctuation, spelling or other language errors in communication.
Correctness also implies that the message is exact and well-timed.
• Use appropriate and correct language
• Check the precision and accuracy of figures, facts and language.
• If the communication is correct it boosts the confidence level of the
recipient.
• Correct messages are more impactful on the recipient.
Barriers in effective communication
Communication is one of the most essential aspects of human life. Communication is
how human beings interact to convey messages, information or express emotions.
Language is the medium through which the process of communication takes place.
1. Linguistic communication barrier
Language is another barrier to communication. Sometimes, we don‘t realize and we
use such words or phrases which may or may not be understood by the other person,
thus leading to a barrier. This could be words from a dialect that is not common to the
people in your office or it could be jargon that others don‘t know the meaning to.
a. Dialects, Pidgin b. Accents
c. Jargon and Slang d. Word Choice – ambiguity, verbosity
e. Literacy and Vocabulary f. Grammar and Spelling
2. Socio Psychological or Personal Barriers
Actually effective communication takes place only when sender and receiver have a
favorable mind set towards each other because the source and destination of a
message is brain. But the mind is also related to knowledge, experience, feelings,
viewpoint, behavior, concentration, trust acceptance etc. therefore, when the mindsets
of sender and receiver are not favorable then barriers are created in communication
between the two. Main social psychological barriers in communication are:
A. Behavior and Attitudes: B. Emotions
C. Less Grasping Power D. Status Consciousness:
E. Closed Mind F. Inadequate Attention
G. Selective Perception H. Information Overload
 I. Poor Retention: J. Distrust
3. Emotional barriers
An emotional barrier is a mental limitation that prevents you from openly
communicating your thoughts and feelings. It has the potential of preventing you
from being your authentic self as it affects your emotions and feelings. An emotional
barrier to communication is often the result of low emotional intelligence, also known
as emotional awareness or control. However, a better understanding of our feelings
and emotions can help us communicate better.
A. Anger
B. Pride
C. Anxiety
4. Physical barriers
A physical barrier to communication can be defined as an element or a physical factor
that acts as a distraction to hinder the flow of communication. A physical barrier can
be natural or human-made and is easy to spot.
It is caused by
a. Noise
b. Excessive communication
c. Distortion
5. Cultural barriers
A cultural barrier is an issue arising from a misunderstanding of meaning, caused by
cultural differences between sender and receiver. It can cause outright conflict, but
more often, it creates stress in the workplace.
A. Language (Semantic)
B. Cultural norms and values
C. Stereotypes
D. Values and Beliefs
E. Body language and gestures
6. Technological barriers
 In business, organizations encounter several technological barriers in communication.
Some are obvious like poor internet or obsolete hardware. But others like language
barriers aren’t as easy to identify but are equally potent.
For instance, remote workers now work from different cities or even countries.
Employees may have to connect with a colleague who’s from a different culture.
Understanding their language over the phone or video call can be a challenge if
they’re not familiar with it. A technological barrier can be overcome if the right
training is given.
Factors of barriers are:
a. Language Barrier b. Integration Problems
c. Disruption Concerns d. Training of Employees
e. Outdated Technological System f. Limited Access
7. Physiological barriers
Physiological barriers to communication are obstacles that impact effective
communication because of the condition of the human body and mind. Physical and
mental conditions play crucial roles in determining how to effectively convey
messages or interpret them. Poor physiological conditions can affect a person’s ability
to communicate. Physiological barriers to communication act as sieves that limit the
flow of information and create confusion.
Causes of the barrier are:
a. Deafness and Hearing Impairment b. Blindness and Vision
Impairment
c. Speech Disorders d. Memory
e. Selective Perception, Filtering and Alertness f. Physical Condition
(Attention)