Garment Engineering Department

Seladingay TVET
College

TVET PROGRAM TITLE: Apparel Fashion Designing and Technology

Supervision Level IV
Unit of Competence: Utilize Specialized Communication Skills
Module Title: Utilizing Specialized Communication Skills
Module Code: TXT FDT4 18 08 14
Learning Guide #18
LO 1: Meet Common and specific communication needs of clients and colleagues
LO 2: Contribute to the development of communication strategies
LO 3: Represent the organization
LO 4: Facilitate group discussion
LO 5: Conduct interview

LO 1. Meet Common and Specific Communication Needs Of Clients and

Colleagues
What Is Communication?
Communication - is the transmission of information from a source to its destination (receiver)
-Sharing or exchange of information, feelings or ideas with somebody (parents).
-Communication is the exchange of information, messages and thoughts. Communication is
useful when working in an organization with others
1.1 identifying and meeting common communication needs
Common communication needs- as individuals are different, they have different
communication needs. These differences may arise from the problems we have from birth, from
how we have been brought up or where we have been growing up. These common
communication needs are practiced by almost all people.

1. seeking information
Some individuals want information about something. For example an individual may want
information on how to do office tasks, or demand information on the service of an
organization and how it is delivered. Here you have to establishing positive relationship and
creating good atmosphere
2. giving information
Individuals may want to give information about them; on how to get service from an
organization. Here you should be analyzed whether the demand goes with the standing of the
organization, if not the worker should positively explain to the client.
3. Commanding
This function of communication done by top officials (top manager), or by seniors workers
and it is a sense of authority and people respond to it as an obligation.
4. Persuasion
This communication need is usually done whenever we need (want) our views are to be
accepted. If the view is unacceptable, we have to positively convince and reason out why the
view is unacceptable.
5. Creating relationship
Communication scholars state a human being is not an island. This is to mean a person does not
live alone. Therefore, as a worker of an organization an individual has to promote positive
working environment by participating in different groups that create relationship.

1.2 identifying and meeting specific communication needs of client and

colleagues
The clients have different communication need. What matters here is the way we accept and
entertain the need. The basic thing in communication is we have to be understood what other
people say, we have to be understood by others and to some extent we have to have some control
on the communication. Therefore, to identify individuals’ communication needs we have to
employ the following different strategies? These are;
Play back for confirmation- it means simply you ask question to confirm whether the message
was understood in a right way or not. The questions asked may be:
Do you mean…………….? What you mean is ……….? Or is it………? Etc
Offer background for communication- most of the time individuals offer additional
information to clear the background, if the things may not go smooth.
1.3 using different approaches to meet communication needs of clients and colleagues
There are different approaches we use to meet the communication needs of clients and
colleagues.
These are;
 introduce yourself appropriately
 reflect understanding for individual differences and needs
 Constructive use of verbal and non verbal languages
 listen to individuals carefully to accept his feel
 resolve issues positively
 show respect for individuals, cultural and social differences
 ask as simple question as possible

1.4 Addressing conflicts which does not compromise the standing of the
organization
What Is Conflict?-conflict is simply disagreement. Conflict is a natural disagreement resulting
from individual or groups that differ in activities, beliefs, values and needs. Most scholars agree
that conflict to a certain limit is important for the functioning of an organization and to make
some change b/se the world is always need changes .It is normal to get conflict among people
who work together in an organization because of different reasons. However, what matters is
how to address the disagreement without compromising the standing of an organization.
The following procedures are used to resolve conflict.

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  1st the sources of conflict should be identified and parties involved
 Well described the situation of conflict and its frustration
 The parties in conflict should state how much they are hurt by the conflict.
 The parties involved in conflict must be willing to change behavior that causes
conflict.
 Discussion should continue until a person is reached that seems accepted by the
parties involved and
 Finally the parties should express the feeling about the negotiation and say they
work together.
Negotiation –is a dialogue between two or more people or parties intended to reach an understanding,
resolve points of difference or gain advantage in the outcome of dialogue. There are three important
points to negotiation. These are the process- refers to the way the parties go about the negotiation;
behavior refers to the relationship that exists between the parties where as the substance is the issue the
parties negotiate over.
Approaches to negotiation
a. Distributive negotiation- the term distributive means there is giving out, or simply the
scattering of things. Hence this type of negotiation is often referred to us THE FIXED PIE.
b. Integrative negotiation-this type of negotiation implies some cooperation, or a joining of
forces to achieve something together. Usually involves higher degree of trust and forming of
a relationship. It is often described as win –win scenario.

Strategies to resolve conflict (Strategies of conflict management) .It is not possible eliminate conflict,
but we manage and resolve it.
1. Collaboration-is resulted from a high concern for your own group interests, matched with a high
concern for the interests of other partners. When we give equal priorities for our and others parts.
The outcome of this strategy is “win/ win. “
2. Compromise-this strategy is resulted from a high concern for your own organization’s interests
along with moderate concern for the interests of others partners. This strategy is generally used to
achieve temporary solution, to avoid destructive power. The outcome of this strategy is “win/lose
some”
3. Competition-This strategy is resulted from a high concern for your own groups’ interests
combined with less or no concern for the interests of other parties.
The outcome of this strategy is “win/ lose “
4. Accommodation- is resulted from a low concern for your organization’s own interests combined
with a high concern for the interests of other parties. The outcome of this strategy is “ lose/ win
“
5. Avoidance- is resulted from a low concern for your organization’s own interests coupled with a
low concern for the interests of others. This strategy is generally used when there is trivial (not
much important) or other issues are more pressing. The outcome of this strategy is “ lose / lose “

Exercise 1.-suppose you are a manager in your woreda agricultural office and you may realize that
there is a conflict between your organization and other ‘NGO’ competing for the same resources in
your target areas. Therefore which strategies would you apply to deal with the conflict arisen between
your organization and the ‘NGO’ if you recognize that you are wrong?
A. collaboration-win/win D. accommodation-lose/win
B. compromise- win/lose some E. avoidance –lose /lose
C. Competition-win/ lose F. A&C G. A&E H. none

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LO 2. Contributing to development of communication strategies
Communication strategy is
- Method to achieve interaction among the staff or external stake holders.
- An art not a science b/se it has not have general truth and approved by science .There are a lot
of ways to go about it.
1. Objective – are the purpose of the communication strategy. It is key to success of the
strategy.
2. Audiences-the group who you are talking to them and the one who benefits from the
communication. The key audiences are audiences who can help the organization achieve
its objectives.
3. Message-the information of the message should clear and go with the audiences’
knowledge. Targeting messages to appropriate audiences is one of the functions of
communication strategy.
4. Tools and activities-tools are to mean channels where as activities are what we
perform to get the message across.
5. Resources and timescale-this refers to delivering what is already promised at its time
and not over promising.
6. Evaluation and amendment-consider making communication audit to assess the
effectiveness of the strategy with both internal and external audiences. Finally consider
and discussion all the results and use them in the amendment of the strategy.

2.1 Developing, promoting, implementing and reviewing strategies for internal

and external dissemination of information as required
By the following procedures
a. Statement of the purpose-the statement of the purpose comprises the use and the
reason why you are attempting to develop the strategy.
b. Current organizational situation- this tells what the organization does, the
functions of the organization, where it operate ,its current communication strength,
and problem of the organization currently. In general identify SWOT of
organization.
c. Fitting communication objectives in organizational objectives -usually the
strategy of communication should help the organization achieve its organizational
goal. otherwise it is futile , waste of money and time
d. identifying stakeholders-this refers to detailed description of both external
( politicians, customers and media groups) and internal audiences(staffs)
e. Key communication methods-this means identifying appropriate communication
method for each audience and stake holders. there are three communication methods ,
these are ; verbal, non verbal and written communication codes
f. Work plan- this describe how the strategy operates. It includes budget, key
communication activities, resources to deliver the strategy.
g. Evaluating success-this refers to evaluating the strategy against its purpose stated
previously.

2.2 Establishing and reviewing channels of communication regularly

As time passes channels change because of technological advancements. Therefore, it is
important to keep the channels of communication update from time to time.

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 The followings are the channels of communication in an organization. Few of them are
Letters- is a piece of writing that one person sends to another person. Most widely used for
external communication.
Memos- short form of memorandum and related to daily work. The form of memo may have the
company’s name printed on the top.
Telegrams-is a channel that holds documents which transmitted via fax.
Telephone- is the electronic device that communicates information via mobile.
Oral channels-is regularly used over the other depending on the easy access, simplicity and the
purpose of the communication
Computer-is the electronic device that can be processes by itself.
2.3 providing coaching in effective communication
Communication coaching is an increasingly popular means of improving interpersonal skills
within the umbrella of coaching. Ways of relates high quality communication coaching with
mediation;

a. Communication in coaching context-coaching is a partnership with a trained listener

and observer who elicits the client’s own skills and creativity. Coaching customers their
approach in individual’s client needs and the focus is on the ‘now’ and on the future.
b. Types of communication coaching-Common types of coaching are the following
 Voice coaching
 Speech therapy
 Relationship enhancement
 Advertising and company image services
 Emotional intelligence training
 Systematic communication coaching.

In general the coaching needs to have the ability to spot communication difficulties in clients
and colleagues and need to give appropriate help.

2.4 maintaining work related relationships as necessary

Organization is composed of individuals who each have a unique personality, organizations are dynamic,
complex networks of human emotions, feelings, moods and needs. Human emotions, feelings, needs,
personalities and relationships, which constitute the interpersonal network of organizational life, can be
managed in ways that lead to productive group outcomes and leave members with positive attitudes
toward working in organizations.

Institutions are the social rules that facilitate coordination among people by helping them form
expectations for dealing with each other.(as game). Define the structure of the relations i.e., they order our
daily lives.

Lo 3. Representing the Organization

Organization –It is a unit set up by people to pursue certain goals. Is a group of people who
meet often for some common purpose (as player) Representing an organization is identifying
oneself with the organization and for the organization. Organization is represented in many

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ways; some of the ways are participating on different conferences and forums which are in line
with the organizational goals and objectives.

3.1 making presentation relevant by participating the organization in internal

and external forum.
What is forum? Forum- is usually discussion made on a certain topic by individual of different
professions. Presentations on topic of the forum are made through:
a. Researching on the topic. To make the presentation honest we have to gather as many data
as possible concerning the topic. The data should be gathered, organized and interpreted.
How to gather data? Quantitative data collection methods
i) Interview a) Face -to -face interviews,
b) Telephone interviews, c) Computer Assisted Personal Interviewing
ii) Questionnaires; a) Paper-pencil-questionnaires,
b) Web based questionnaires
Qualitative data collection methods; 1. In-depth interview
2. Observation methods, 3. Document review
B. presenting the topic-presentation is the practice of showing and explaining the content of a
topic to an audience. There are three types of presentations-informative, analytic and persuasive.
When presenting some topic you have to consider the following points:
1. Work effectively with the topic and your audience
2. Order topics in a way it makes sense.
3. Make eye contact to create relationship with the audience
4. Use appropriate channels specially visual aids like power point, picture and etc.
3.2. Respecting differences in view-the audiences usually come from different profession,
attitude, background and interest and also they may raise different views concerning the topic.
Therefore we have to entertain all the views and differences without baize

3.3. Making written communication consistent with organizational standards

The outcome of a conference is delivered in the form of report usually and this report should be
formal which is appropriate to the organizational standard.

Lo.4 Facilitating Group Discussion

GROUP?- Group can be defined as two or more persons who interact with one another, share
common goals are somehow interdependent, and recognize that they belong to a group.
Examples of groups include a family unit, a football team, friends, etc

4.1 mechanisms of defining and implementing effective group interaction

For a group to be a group they have to discuss, agree or disagree on certain issues, goal and
objectives. Features of groups

1. Norms- norms determine appropriate behavior and values of group, like respecting elders
,others culture, etc

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 2. Roles-roles are assigned to people that determine what behaviors and responsibilities
people take up. For example leader of the group plays the role of leading, initiating,
making decisions on the group actions
3. Communication structure-this determines who talks to whom in the group. For example
we say that family unit is a group, in this the father plays the front part in the structure
then followed by mother……….. .
4. Power structure-this determine the right to have the authority and who influence group
using strategies which encourage all group members to participate routinely
Group process-refers to all the happening in the group interactional pattern within
the group. There are a lot of group processes such as cohesion, conformity, social
loafing.

Group cohesion and factors affecting it

Group cohesion- Is the extent to which members of the group exhibit desire to achieve common
goals and group identity. Cohesion is divided into two

1. Task cohesion-the extent group members show desire to accomplish a task.2.social

cohesion- the extent to which the members show interest to be together or get on with each
other.

Factors affecting Cohesion

A. stability- cohesion develops with the life of the group members being together and has
similarity

B. size- cohesion develops quickly in small group and interaction is very high among the
members

C. Satisfaction- is associated with to which extent the members satisfy to be together.

Group leadership-Groups are usually led by group leaders. The leader should play his or her
role so that the functions are well kept and the interaction is high.

Role of the group leader: -initiating idea -Interpreting and clarifying member behavior

- Making plans- - Negotiating differences among members

-Calling for actions -Guiding members and participating in the group

activities

Group leaders should perform their function (task &interpersonal)

1. Task functions includes –defining problems -criteria setting

-Generating solutions - solution implementation

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 -evaluation

2. Interpersonal functions –exhibiting tension -inviting in discussions

- releasing tension by joking

-asking members to indicate their feeling or attitude

4.3 providing relevant information to the members- why usually group members gather
information together?

- to achieve a goal . - to revolve around the goal

-to satisfy their emotional needs ,-to perform their task

4.4 setting and following objectives and agenda for meeting and
discussions
Objectives-- is aim that one hopes to achieve and the effect which is expected to be achieved as
the result of the project.
Agenda –is an outline of topics to be considered during a meeting in order in which they will be
discussed.

Format for agenda

 call to order
 Approval of the minute of the previous meeting
 Reports
 Unfinished business from the previous meeting
 New business, topics
 Announcements for the next meeting
 Adjournment
4.5 Evaluation of group activities-evaluation of group communication is usually meant to
improve group activities. If the group interaction is not enhancing positive relationship or not
important to achieve to achieve the intended goal, it should be evaluated and subject to
change and also evaluation should be against the set objectives.

Methods of evaluating group communication

1. Feedback-the group members should get feedback on the input, group process and
the outcome of group discussion. This can be done by asking some questions using
feedback sheets at the end of each group meeting.

2. Criteria-are standard by which we judge about something. It requires the

establishment of criteria against which group procedures are measured. Finally after

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 evaluating the groups outcome and activities, the members can decide on how to know
about the group process to enhance effective group outcome.

Self check questions .4 (25points)

Name ----------------------------- ID NO. ------------------ SEC. --------------

1. What is a group? 5 points

2. What are the features of a group?5points
3. How do we evaluate group activities? 8points
4. What is format of an agenda? 7points

Lo 5. Conducting Interview
What Is an Interview?-Interview is conversation between the interviewer and the
interviewee or interviewees. Conducting interview needs the interviewer to have ranges of skills.
The most dominant methods of reports to collect information is an interview
Types of Interview

a) Face -to -face interviews has a distinct advantage of enabling the researcher to establish
rapport with potential participants and therefore gain their cooperation. These interviews yield
highest response rates in survey research. They also allow the researcher to clarify ambiguous
answers and when appropriate, seek follow-up information. Disadvantages include impractical
when large samples are involved time consuming and expensive.

b) Telephone interviews are less time consuming and less expensive and the researcher has
ready access to anyone on the planet that has a telephone. Disadvantages are that the response
rate is not as high as the face-to- face interview as but considerably higher than the mailed
questionnaire. The sample may be biased to the extent that people without phones are part of the
population about whom the researcher wants to draw inferences.

c) Computer Assisted Personal Interviewing (CAPI): is a form of personal interviewing, but

instead of completing a questionnaire, the interviewer brings along a laptop or hand-held
computer to enter the information directly into the database. This method saves time involved in
processing the data, as well as saving the interviewer from carrying around hundreds of
questionnaires. However, this type of data collection method can be expensive to set up and
requires that interviewers have computer and typing skills.

The key materials needed during interviews: - note books, pens, Boards,
- Poster paper, markers, flipchart
Steps in interview -1.research the person whom they are going to interview
2. Request an interview
3. Schedule the interview
4. Write the interview questions
5. Studies the questions and make yourself ready
6. Conducts the interview

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5.1 interview skills-are important for the success of the interview
a. Establishing clear purpose of the interview-the purpose of interview answers why the
interviewer is conducting the interview
-it protects interviewer from wandering from one topic to the other.
-it emanates from the goals of the organization
b. Establish positive relationship-if positive relationship is not established, it is difficult to get
the needed information from the interviewee/s/. Therefore, how to established positive
relationship-You should employ different ranges of skills being genuine, warm acceptance of
feeling, positive in feeling while interviewing
C .Employ active listening -listening skill is not mere hearing; it requires the interviewer to
attend to the interviewee’s languages while answering questions. Active listening enables the
interviewer to hold the purpose of the interview and to raise corrective questions if the
interviewee astray from the purpose.
d. Employ observation skills- Observation skills is looking at non –verbal cues that the
interviewee exhibit and making correct interpretation of the cue from the interview situation.
5.2 making and maintaining records of interviews in accordance
with organizational procedure
Recording entails either writing the account of the interview on the appropriate format or
recording the interview using digital equipments. These equipments are video recording-which
enable to record both sound and picture and tape recording –which of course record only sound.
They make the procedures of recording easy and it is possible to record the entire situation and
edit it latter.
5.3 using effective questioning, listening and nonverbal communication techniques to
communicated message
Effective questioning;
 keep the questions simple
 keep them in order
 repeat if necessary
 make the interviewee smiling
 clarify if the situation is vague
Self check questions 5 (20%)
Name_________________________Id no__________ sec._______________
1. What is an interview? 5%
2. Write in order the steps of interviews? 5%
3. What are the skills you employed in interview? 5%
4. What are the two recording systems of interview? 5%
Satisfactory >11% unsatisfactory <10%

References books

1. Communication for rural innovations

2. Handouts of the courses of Agricultural Extension
3. Soft and business skill management for Ethiopian Agriculture
4. Statistical methods for environmental and agricultural sciences. Second edition. A
Reza Hoshmand
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