LESSON 4:

CLASSIFICATION AND METHODS

OF COMMUNICATION
MBA 1305: Business Communication

Kazi Sharmin Pamela

Assistant Professor
Bangladesh Open University
Overview:
2

1. Oral, 9. Grapevine,
2. Non-Verbal, 10. Consensus,
3. Written, 11. Downward,
4. Digital, 12. Upward,
5. Audio-Visual, 13. Vertical,
6. Visual, 14. Horizontal,
7. Silent, 15. Formal,
8. Face-to-face, 16. Informal,

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 Classification and Methods of
3
Communication
The concept that communication is the effective
exchange of meaning or understanding applies to
both formal and informal communication. It applies
to communication up, down and across the
organization

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 Classification of Communication
4

Types of
communication
On the Basis On the Basis On the Basis On the basis of
of Direction of of Parties
Expression Organization involved

Upwar Downw Horizon Diagon Verbal Non- Formal Informal Internal Externa
d ard tal al /Oral Verbal l

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 Oral/Verbal Communication
5

It occurs through spoken words.

In oral communication, the two parties of
communication, the sender and the receiver,
exchange their views through speech, either in
face-to-face communication between
individual and individual, or between an
individual and the group, or any mechanicals
or electrical devices.
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 Advantages of Oral Communication
6

1. Immediate feedback – the biggest advantage of oral

communication is that it provides immediate feedback
to both the sender and the receiver.
2. Time saving – oral communication is very fast. It saves
the time involved in writing the message.
3. Economical – oral communication save the money spent
on stationery in any organization.
4. Secrecy – oral message can be more easily kept
confidential than written messages.

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 Advantages of Oral Communication
7

5. Personal touch – oral communication builds healthy

climate in the organization by bringing superiors and
subordinates together.
6. Flexibility – oral communication provides an opportunity
to the speaker to correct himself and make himself clear
by changing his voice, pitch, tone, etc.
7. Group communication – oral communication is extremely
useful for communicating with groups in meetings,
conferences, etc.

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 Limitations of Oral Communication
8

1. Poor retention – the listener cannot retain oral message in his

memory for a long period of time. The speaker himself may not
recall what he actually said.
2. No record – oral communication provides no record for future
reference.
3. Time consuming – oral communication may not always be time
saving.
4. Misunderstanding – oral communication is likely to be
misunderstood due to poor vocal expression and noise.
5. Lengthy messages – It is not suitable for lengthy messages.
6. Lack of responsibility – oral message are not recorded .therefore,
it becomes difficult to hold persons responsible for mistakes,
inaccuracy.
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 Make Oral Communication Effective
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1. Clarity
2. Brevity
3. Right words
4. Understand the listener
5. Natural voice
6. Logical sequence

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Non verbal communication

Posture Body
Pitch of Langua
voice ge
Gestur Eye
es Contact
Person Types of Non-
al verbal
present Communication Blinking
ation
Time Tone of
voice
Facial
Smell Express
ion
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 Definition of Non-Verbal Communication
11

Oral or non-oral messages expressed by other than linguistic

means” (Adler & Rodman, 2003, p. 150)
According to: Trenholm & Jensen, 2000:
Perceived by sender or receiver, or
Intended as a message by the sender, or
Interpreted by the receiver as intended.

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 Characteristics of Non-Verbal Communication
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• Nonverbal Communication Exists

You can interpret others’ feelings
No formal training needed to do this
• Nonverbal Behavior Has Communicative Value

You cannot not communicate (think about this)

We aren’t always aware of what we are communicating nonverbally
Not everyone can interpret nonverbal clues
• Nonverbal communication assists with:

Identity management (the Presenting Self & How we want others to view us)
Defining relationships
Conveying emotions
Difficult to convey ideas nonverbally
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 Components of Non-Verbal Communication
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Nonverbal comm. is ambiguous

Difficult to interpret accurately
Some emotions are easier to decode accurately than others
SADFISH & L
Sadness
Anger
Disgust
Fear
Interest
Surprise
Happiness
Love KSP
 Components of Non-Verbal Communication
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Better senders of nonverbal messages are better receivers

Decoding ability can be learned
Extroverts better than dogmatic
Women better than men
No one has 100% accuracy
Considerations when decoding NVC
Context (situation)
History of relationship with sender
Other’s mood at the time
Your feelings
NV messages are CLUES not fact
Nonverbal comm. is culture bound
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 Verbal Communication vs. Nonverbal Communication
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Nonverbal communication operates on multiple

channels
Nonverbal communication is continuous and
never ending
Nonverbal communication can be unconscious

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 The Power of Nonverbal Codes (Trenholm &
Jensen, 2000)
16

Nonverbal codes are given more credence and are

more trusted than verbal codes.
Nonverbal codes are more emotionally powerful.
Nonverbal codes express more universal meaning.
Nonverbal codes are continuous and natural.
Nonverbal codes occur in clusters.

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 Functions of Nonverbal Communication
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1. Repeating
Emblems: deliberate nonverbal behaviors that have precise
meanings known to everyone within a culture group. “Wave” or
“Nod”
2. Substituting
Emblems can replace a verbal message - Complementing
Nonverbal behavior matches verbal message- Sincere apology
& Tone of voice and appropriate facial expression
Illustrators - Scratching head when trying to think of something
3. Accenting
Pointing your finger at someone when making a point

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 Functions of Nonverbal Communication
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(cont.)
5. Regulating
Taking turns speaking has a pattern that we understand when it is
our turn to talk, e.g. pauses, tone of voice
6. Contradicting
Mixed messages
Nonverbal message is believed more than verbal message
7. Deceiving
Not all deception is self-serving or malicious – Face saving
High self-monitors are usually better at deception
People whose jobs require them to act differently than they feel
are better at it: actors, lawyers, diplomats, salespeople.

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 Types of Nonverbal Communication
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1. Posture
• Kinesics: the study of body movements, gesture and posture.
• Mirroring posture makes good impression
• Posture reveals one’s vulnerability to violence
2. Gestures
• Fundamental behavior that even people blind from birth use
gestures
• Manipulators: Movements in which one part of the body touches
another body part
• Using manipulators is often a sign of discomfort – but not always
• Also used when one is relaxed and lets guard down
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 Types of Nonverbal Communication
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3. Face
• Very complicated to discern facial expressions; High number
of facial expressions; Facial expressions change quickly;
Affect blends: showing two emotions simultaneously (Fearful
and surprised, Disgusted and angry)
4. Eyes
• Eye Contact, “The Window to the Soul”, Cultural differences
5. Touch
• a.k.a. Haptics, Babies died from lack of touching
• Disease called “Marasmus” means wasting away
• Touch increases a child’s mental functioning and physical health
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 Types of Nonverbal Communication,
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cont.
6. Voice
• Paralanguage: nonverbal vocal messages that reinforce or
contradict our words
• Tone
• Speed
• Pitch
• Volume
• Pauses: Number and length
• Disfluencies (stammering, fillers “Like”)
• Sarcasm

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 Types of Nonverbal Communication,
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cont.
7. Clothing
• Conveys economic status, education level, social status moral
standards, athletic ability and/or interests, belief system, level of
sophistication
• We make assumptions about people based on clothing choices
• Flying on airplanes and courtesy of airline personnel,
• Interviews
• Dates
8. Distance
• Proxemics: the study of the way people and animals use space
• Intimate distance: Skin to 18 inches
• Personal distance: 18 inches to four feet
• Social distance: 4 feet to 12 feet
• Public distance: 12 feet to 25 feet KSP
 Types of Nonverbal Communication,
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cont.
9. Physical Attractiveness
• People prefer others who they find attractive
• Beauty is in the eye of the beholder
• Three year olds already have opinions
• What can we do to be perceived as more attractive?
• Posture
• Gestures
• Facial expressions
• Physical fitness
• Choice of clothing

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 Types of Nonverbal Communication,
24
cont.
10. Time
• Chronemics (the study of the use of time in nonverbal communication.
The way that one perceives and values time, structures time and reacts to
time frames communication. Across cultures, time perception plays a
large role in the nonverbal communication process.)
• Cultural rules: Polychronic, Monochronic
• Geographic or Situational rules
11. Territoriality
• Fixed Space (room, house, neighborhood, country)
• Not all territory is permanent – library, computer lab
• Power and status relationships
• Knocking before entering
• More and/or better space is expected for higher status personnel KSP
 Types of Nonverbal Communication,
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cont.
12. Environmental
• Reflects Interaction
• Research: Photos of upper-middle-class homes
• Communicated accurate information about the homeowners:
intellectualism, politeness, maturity, optimism, tenseness, willingness to
risk, family orientations, and reservedness
• Home exteriors: Artistic interests, graciousness, privacy and quietness
• Shapes Interaction

• Research: Workers feel better and are more productive in attractive

environment
• Building design shapes communication
• Cubicles, Open Space, Offices
• Use of space tells much about a person, Want privacy, Open to others
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 Written Communication
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Written communication is often resorted

to by the management for messages that
are lengthy and have to be made
permanent. written communication
involves transmission of information
through letters, notices, circulars, memos,
reports, etc.
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 Advantages of Written Communication
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1. Wide access – written communication is the most

economical and probably the only means of communication
where the sender and receiver of the message are
separated by long distances.
2. Precision and accuracy – written messages are prepared
with due thought and care.
3. Permanent record – written communication provides
permanent record for future reference. Such written
message records of policy decisions and performance in
the past serve as a good guide for decision making and
planning in future.
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 Advantages of Written Communication
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(Cont.)
4. Repetition – written messages can be read again and
again.
5. Lengthy message – written communication is very suitable
for transmitting lengthy messages.
6. Convenience – the personal presence of neither the
sender nor the receiver of message at a certain place at
the same time is necessary.

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 Limitations of Written Communication
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1. Time consuming – In addition to the time involved in sending

written messages, time has to be spent in putting the message in
writing.
2. Costly – Written communication is very costly than oral
communication.
3. Lack of secrecy – It is difficult to keep written messages completely
secret.
4. Rigidity – written communication lacks flexibility. On the spot
clarifications and adjustments cannot be made.
5. Impersonal – Written communication tend to be formal and there
is lack of personal touch.
6. Delayed feedback – Immediate feedback is not possible in case of
written communication.

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 Digital Communication
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The word digital comes from the

Latin word digit and digitus (the
Latin word for finger), as fingers.
Digital Communication is any
message passed through digital
devices.
Digital Communication is any type
of information sent digitally.

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 What are some examples?
31

Some examples of digital

communication are:
E-mailing – Computers
Texting – Cell Phones
Fax
Teleconferencing
Video conferencing

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 Email
32

• Electronic mail is often abbreviated to:

e-mail
• Email is a store-and-forward method of
writing, sending, receiving and saving
messages through computers

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 Texting/SMS
33

• The common term for the sending of “short”

messages from mobile phones or portable devices
is called texting.
• Texting works using the Short Message Service
(SMS)
• Unlike an e-mail, an SMS is much more likely to be
read by a person at any one time, since the
majority of people have their mobile phones at
arms reach 24 hours a day.
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 Advantages of Messages/SMS
34

• Unlike a phone call, an SMS • Simple

message is automatically • Non voice
stored where it can be re-
• SMS connects many people
read
around the world through
• Its cheap, SMS leads to text messaging social
smaller phone bills, an SMS networking
is far cheaper than a phone
• It can retain privacy
call
• Reliable
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 FAX
35

A fax is a document
sent over a telephone
line.
Fax machines were a
very common way to
send documents from
one location to another.

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 Video conferencing
36

Video conferencing
means to conduct a
conference two or more
participants at
different sites by using
computer networks to
transmit audio & video
data.

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 Teleconferencing
37

A teleconferencing is a
telephone meeting
among two or more
participants involving
technology more
sophisticated than a
simple two-way phone
connection
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 Advantages and Disadvantages of
Teleconferencing
38
Advantages
• It is fast and easier.
• No paper is wasted.
• The messages can be stored in
the device for longer times,
without being damaged.
• Digital communication can be
done over large distances
through internet and other
things.
Disadvantages
• It is unreliable as the messages
cannot be recognised by
signatures.
• The establishment of Digital
Communication causes
degradation of the environment
in some cases.
• "Electronic waste" is an
example. The vibes given out
by the telephone and cell
phone towers are so strong
that they can kill small birds.
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 Audio-Visual Communication
39
Communication that makes
use of telecasts, short-films
or the cinema screen and
video tapes is a very
powerful medium of
communication.
It is a combination of sight
and sound.
It can also use written form
of communication with
sound effects.
This is most suitable for
mass communication, e.g.:
Mass publicity or public
awareness
Mass education, etc.
Corporate/business
concerns utilize this mode of
communication to inform the
potential customers about
their offerings.
This is also used within and
outside the organization.
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 Visual Communication
40

Communication that is assisted with images, illustrations,

etc.
Visual communication is not complete in itself. The audience
will just give it a glance and let it go.
It is easy to miss the message.
As in PowerPoint slideshows or any other type of
documentations, the audience might lose attention due to
the absence of sound or narration along with the
elaborate written or illustrated document.

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 Silent Communication
41

Allowing silence in a conversation puts pressure on the

other person.
Silence can indicate:
hostility,
disagreement,
profoundness, such as horror,
respect,
contemplation,
intentional rudeness,
Empathy.
Silence can be the creation of a listening space.

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 Face-to-Face Communication
42

This may at first appear to be similar to oral

communication, however, there are certain situations that
differentiate them.
Conversation over the telephone is oral but not face-to-
face.
Two or more individuals meeting in person at a given
place and communicating with each other with the help of
a common language can be called Face-to-Face
Communication

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 Grapevine Communication
43

Grapevine is an informal The

Wheel
communication, unorganized and
unofficial channel of
communication in an organization.
When the formal channels fail or Free Types of The
do not work properly and some Flow Grapevine Cluster
over-smart people spread rumors,
false and irresponsible statement or
half-truths in all the directions. It is The
called the communication on the Chain
grapevine channel.

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 Grapevine Communication
44

Grapevine communication, information spreads very fast in all

directions as this vine of grapes spreads. Grapevine means a source
of secret information. It is kind of horizontal communication, which
takes place within a group, between persons of equal status.
Grapevine is an integral part of the communication system in an
organization. This is the highly sensitive channel as it is a great boon
as well as a curse.
The grapevine consists a complex network of informal contacts
between the workers at all levels, wherever there are human beings,
there is grapevine. It is the natural activity of workers and denotes a
basic human weakness.

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 Types of Grapevine Communication
45

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 Consensus Communication
46

Consensus means as common

agreement of opinion, which is A
arrived at, after Mutual
Consultation. 'A Dictionary of B F
Management' defines consensus as
Consensus
“General agreement by a number
of people, especially on C E
fundamental principles by people
D
who had been differing views on
related matters.”
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 Consensus Communication
47

Consensus communication is based on mutual consideration

and respect on the part of the members of a group. It
involves consultation. Consensus is arrived at after the
discussion of a problem and after careful consideration of
possible solution to the problem. Once a final decision is
taken, and all the parties agree to stand by it, consensus is
said to have been reached.
Consensus communication is very necessary within the
organization to present an image of unity and solidarity to
the public outside the organization.
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 DIRECTION/FLOW OF COMMUNICATION
48

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 Downward/Vertical Communication
49

Downward
communication represents
flow of information from top
level to lower levels of the
organization.
Modes of Downward
Communication
Handbooks & Pamphlets
Posters & Bulletins
House Journal,
Direct mail,
Annual Reports,
Special Meetings

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 Downward/Vertical Communication
50

Merits Demerits

Mission and Goals Distortion

Plans and Policies Incomplete information.
Duty and Authority Time consuming
Job satisfaction Filtration of Information

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 Upward/Vertical Communication
51

It is the flow of communication from

managers to managers. Productio
n
It signifies the flow of communication Manager

from the lower level to upper level. Assistant

Productio
Media of upward communication are: n
Manager
Productio
Suggestion system, n
Supervis
Grievance procedure, or
Open-door policy,
Workers
Questionnaires,
Ombudsperson

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 Upward/Vertical Communication
52

Merits Demerits
Feedback
Creative ideas Fears and Apprehensions.
Better relations Filtration
Overcomes resistance to Time consuming
change Inattention by superiors
Increased motivation Low Morale

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 Differentiation between Downward and Upward
Communication
53

Topic Downward Communication Upward Communication

When information flows from When lower level employees
top to bottom of the send information to executives
Definition
organization then it is called then it can be termed as
Downward Communication Upward Communication
Objective Providing information and Providing feedback to the
s instructions to the subordinates superiors in the organization

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 Differentiation between Downward and Upward
Communication (Cont.)
54

Topic Downward Communication Upward Communication

It’s a common form of
This is not occurred on a routine
Features communication and routine
basis
activity
A formal or natural attitude is More positive and formal
Attitude
enough attitude is necessary
Distortion can take place Information may be distorted
Distortion
unconsciously deliberately

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 Horizontal Communication
55

It refers to transmission of
information among persons of
the same level and status.
Objectives
To coordinate
Solve problems
Resolve conflicts
Exchange information
Promote social relations

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 Differentiation between Horizontal and Vertical
Communication
56

Topic Horizontal Communication Vertical Communication

Information is exchanged between

Information is exchanged between
Definition the superiors and the sub-ordinates
the same ranks of the organization
of the organization

Degree of Mostly formal than horizontal

Can be both formal and informal
Formality communication

Maybe both oral and written,

Media Depends mostly on oral media basically choosing more of the
written media

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 Differentiation between Horizontal and Vertical
Communication (Cont.)
57
Topic Horizontal Communication Vertical Communication
Coordination between the
Coordinati employees of the different Helps enhance coordination
on departments is increased through between superiors and subordinates
Horizontal Communication
Maintaining secrecy is quite
Secrecy Secrecy can be maintained easily
difficult
As both formal and informal
As it follows the formal media, more
media are used, information can
Time time is necessary to reciprocate the
flow faster than vertical
message
communication

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 Extra Learning: Diagonal
58
Communication
Diagonal communication cuts across different functions
and levels in an organization.
This is the exchange of information among employees
in different work units who are neither subordinate nor
superiors to each others

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 Differentiation between Formal and Informal
Communication
59
Topic Formal Communication Informal Communication
Any communication by-passing the
When communication takes place
Definition formal channels can be informal
through the formal official channels.
communication

Flexibility Formal communication is not flexible It is flexible

Degree of Can not be controlled like formal

Totally controlled by the management
Control communication

Evidence Has documentary evidence No documentary evidence

Official decorum and disciples is not

Discipline Official discipline is strictly maintained
always followed
Flow of Information can flow only upward and
Information floes freely in all directions
information downward
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 Differentiation between Formal and Informal
Communication
60
Topic Formal Communication Informal Communication
Maintaining secrecy can be quite
Secrecy Secrecy can be maintained
difficult
Due to its flexible nature, rumor can
Rumor No such scope of rumor creation
easily be created
As official decorum is not
Distortion Generally information is not distorted maintained, information can be
distorted
Misunderstan Due to lack of control
Almost no chance of misunderstanding
ding misunderstandings can easily occur
Cost This is pretty expensive Less expensive
As official decorum is maintained, As strict rules are not followed, rate
Mistakes
chance of mistakes is very low of mistake occurrence is high
Less time consuming/Information
Time/Speed Takes much time/speed is slow
channels are very fast KSP
 Practice
61

1. ‘Employees feel comfortable and attached with the

organization if they communicate informally’- Discuss.
2. Now a day, technology has great impact on communication.
How? Discuss with examples.
3. On the basis of direction, compare the each communication
type with practical examples.

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 Reference
62

1. Basic Business Communication, Raymond Vincent Lesikar, John D.

Pettit, Marie Elizabeth Flatley, 10th edition.
2. Excellence in Business Communication, J. V. Thill & C L. Bovee
3. Business Communication, Betty R. Ficks & K. F. Gow.
4. Essentials of Business Communication, Rajendra Pal & J. S.
Korlahalli (New Delhi, S. Chand & Sons)
5. Business Communication- Lecture materials, Ms. Adiba Anis.
BOU

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Thank You

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