School of Management & Commerce

Internal Assessment Report

Name of the student: SINGEREDDY YAMINIKA

Roll No: 2221BM010204

Project Title: BUSINESS COMMUNICATION OF TWITTER

Subject Name: BUSINESS COMMUNICATION

Subject Code:

Date of Submission Report: 24/01/2023

Date of Seminar Presentation: 24/01/2023

Evaluator Name & Signature with Date:

HOD Signature:
 ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who supported me throughout

the course of this MBA project.

I am thankful for their aspiring guidance, invaluably constructive criticism and friendly advice
during the project work.

I am sincerely grateful to them for sharing their truthful and illuminating views
on several issues related to the project.

I express my warm thanks to MRS.DIVYA WADHWA for their support and guidance.
All the people who provided me with the facilities being required and conductive conditions for
my MBA project.

Thank you
 INDEX

1. ABSTRACT………………………………………………………………………. 1

2. INTRODUCTION………………………………………………………………… 2

3. HISTORY OF COMPANY……………………………………………………. 3-5

4. WHAT IS COMMUNICATION………………………………………………...6-10

5. TYPES OF COMMUNICATION………………………………………………. 10-12

6 7C’S OF COMMUNICATION ………………………………………………… 13-15

7. EFFECTIVE COMMUNICATION ……………………………………………. 15-20

8. CONCLUSION …………………………………………………………………. 29

9. REFERENCES…………………………………………………………………... 30
 ABSTRACT

This paper examines the services people seek out on Twitter and the integration of Twitter into
businesses. Twitter has experienced tremendous growth in users over the past few years, from
users sharing to the world what they had for lunch to their opinions on world events. As a
social media website, Twitter has become the third most popular behind only Facebook and
YouTube. Its user base statistics ensure a wide audience for business to engage with. However,
many find this a daunting prospect as there are no set guidelines as to how business might use
the service. The ability to post quick short messages for the whole of the social network to see
has encouraged people to use this microblogging platform to comment and share attitudes on
company brands and products. The authors present how the business world is using the social
network site as a new communication channel to reach customers and examine other possible
uses for Twitter in a business context. This paper also discusses how Twitter plans to move
forward and evolve with its service, ensuring that personal, business and third party developers'
best interests are catered to.
INTRODUCTION

A decade ago, Twitter’s future was looking bright. The company was benefiting from a flood
of funding into the social-networking space, eventually leading to an IPO in 2013 that raised
$1.8 billion.

Now the company is back in private hands. And they happen to be the hands of Elon Musk, the
richest person in the world and one of the app’s most high-profile provocateurs.

It’s a massive moment. Twitter has become a key place for people to debate, joke and
pontificate in their own circles of politics, sports, tech and finance. It’s also served as a
platform that gives voice to the voiceless, helping protesters organize and express themselves
in repressed regimes around the world.

In recent years, however, Twitter and social media rivals like Facebook
have been at the center of controversy over the distribution of fake news and misinformation,
sometimes leading to bullying and violence.

Investors had grown concerned about Twitter as a business. The company was generally
unprofitable, struggled to keep pace with Google
and Facebook, and often killed popular products with no real explanation.

What follows is a brief history of Twitter, which — despite its many flaws — is one of the
most iconic companies to come out of Silicon Valley in the past 20 years.

2006

In March, Jack Dorsey, Noah Glass, Biz Stone, and Evan Williams created Twitter, which was
originally a side project stemming from the podcasting tool Odeo. That month, Dorsey would
send the first Tweet that read, “just setting up my twttr.”

2007

In July, Twitter received a $100,000 Series A funding round led by Union Square Ventures.
The app’s popularity started to explode after being heavily promoted by the tech community
during the annual South by Southwest conference.

2008

Dorsey stepped down as CEO in October, and was replaced by Williams. According to the
book “Hatching Twitter” by journalist Nick Bilton, Twitter’s board fired Dorsey over concerns
about the executive’s management style and public boastings.
2009

Twitter’s popularity continued to soar, leading to a high-profile appearance from Williams on

Oprah Winfrey’s talk show alongside celebrity Ashton Kutcher. Kutcher would also write
about Williams and Stone as part of Time Magazine’s Time 100 issue. Twitter was now a
mainstream phenomenon.

2010

Twitter reached space, with NASA Astronaut Timothy Creamer sending the first tweet live
from outer orbit. Behind the scenes, however, management woes continued with Williams
stepping down as CEO, replaced by operating chief Dick Costolo.

2011

Twitter became an essential social media tool used during the Arab Spring, the wave of
antigovernmental protests throughout Egypt, Libya and Tunisia. Protesters used the site to post
reports and to organize. As the Pew Research Center noted, Twitter’s role in “disseminating
breaking news” was not “not limited to the Arab uprisings – the death of Whitney Houston, for
example, was announced on Twitter 55 minutes prior to the AP confirming the story.”

2012

Twitter’s reach expanded to 200 million active users. Barack Obama used the “platform to first
declare victory publicly in the 2012 U.S. presidential election, with a Tweet that was viewed
approximately 25 million times on our platform and widely distributed offline in print and
broadcast media,” according to corporate filings.

2013

Twitter went public in November. The combined wealth of Williams, Dorsey, and Costolo hit
roughly $4 billion.

“I think we’ve got a tremendous set of thoughts and strategies to increase the slope of the
growth curve,” Costolo told CNBC at the time. “I would consider some of them tactics, some
of them broader strategies, in service of doing what I referred to as bridge the gap between the
massive awareness of Twitter and deep engagement of the platform.”

Twitter CEO: Nothing prevents us from achieving margins of peersWATCNOWVIDEO16:10

2014

Slowing user growth led to several stock drops and analyst downgrades. Twitter also deemed
2014 the year of the “selfie.”
2015

Compared to rivals like Google, Facebook, and even LinkedIn, Twitter was starting to look
like the runt of the Internet litter. Twitter was still unprofitable as its ad business struggled
mightily against its larger competitors. Dorsey would also return as CEO of the company,
while still maintaining the top job at his other company, Square (now Block
).

2016

Rumors began circulating that Twitter was looking to be acquired, with Salesforce as a
potential suitor. Meanwhile, Twitter and Facebook were criticized for their role in letting
prominent users like Donald Trump, who would win the U.S. presidential election that year,
spread misleading information without consequence.

“Having the president-elect on our service using it as a direct line of communication allows
everyone to see what is on his mind in the moment,” Dorsey said at the time. “We’re definitely
entering a new world where everything is on the surface and we can all see that in real time and
we can have conversations about it.”

2017

For a moment, Twitter appeared to be on the upswing. Its stock was finally trending upward as
the company’s finances were improving. Meanwhile, Trump as president continued to use
Twitter as his megaphone. According to Twitter’s own data, “Trump was the most-tweeted-
about global leader in the world and in the United States” that year, CNBC reported.

2018

Dorsey and Facebook’s then-operating chief Sheryl Sandberg testified before the Senate
Intelligence Committee about alleged interference by Russia-linked actors in the 2016 election.
Trump and fellow Republicans became increasingly vocal about alleged political bias by
Twitter and other social media sites.

“In fact, from a simple business perspective and to serve the public conversation, Twitter is
incentivized to keep all voices on the platform,” Dorsey said at the time.

2019

Analysts found correlations between President Trump’s voracious use of Twitter and various
markets, including gold, underscoring the cultural power of Twitter. Trump met with Dorsey
— a Twitter spokesperson said “Jack had a constructive meeting with the President of the
United States today at the president’s invitation.”
“They discussed Twitter’s commitment to protecting the health of the public conversation
ahead of the 2020 U.S. elections and efforts underway to respond to the opioid crisis,” the
spokesperson said.

2020

As Covid-19 spread across the globe, the spread of misinformation dominated the online
conversation. And Twitter continued to struggle to grow its business. The service was also
hacked that year, and miscreants gained access to over a dozen high-profile accounts, including
those controlled by Joe Biden, Jeff Bezos, and Musk

2021

Twitter permanently banned Trump over inflammatory comments the president made during
the U.S. Capitol riots in January that the company said could lead to “further incitement of
violence.” Trump would allege that Twitter workers “coordinated with the Democrats and the
Radical Left in removing my account from their platform, to silence me.” Later, Dorsey
suddenly stepped down as CEO and was replaced by Parag Agrawal, the company’s chief
technology officer.

2022

Musk took over Twitter after a protracted legal spat that would have culminated this week in a
trial in Delaware’s Court of Chancery. The Tesla
CEO agreed in April to pay $44 billion for Twitter, but then attempted to renege on the deal.
He changed course and opted to proceed, walking into the company’s San Francisco office on
Wednesday with what appeared to be a porcelain bathroom sink in his hands.

“Entering Twitter HQ – let that sink in!” he tweeted, with a video of his entrance.

Musk immediately began making changes, firing Agrawal, finance head Ned Segal, and head
of legal policy Vijaya Gadde.
WHAT IS COMMUNICATION

Communication is an essential element in the success of any business. The process of

transferring information from one person to another, within and outside the business
environment, is termed as ‘Business Communication.’ The term ‘Business Communication’ is
derived from general communication which is associated with business activities. In other terms,
communication between business parties or people for business-related tasks is
considered as ‘Business Communication.’

Definitions

Different scholars have given different definitions of Business Communication. Few of them are
mentioned below:

According to Ricks and Gow defined Business Communication as a system that is responsible
to affect change throughout the whole organization.

According to W.H. Business Communication is exchanging business-related different views,

ideas, and news within the related parties.

Prof. J. Haste stated that when the communication occurs between either two or more than two
businesspeople for the purpose of effective organization and administration of business then it
is considered as Business Communication.

Effective business communication is the way employees and management communicate to

achieve organizational goals. The objective is to improve organizational efficiency by reducing
mistakes. Business Communication includes different aspects like marketing, public relations,
customer relations, corporate and interpersonal communication, etc.
Communication Process

Communication is an ongoing process that mainly involves three components namely. sender,
message, and recipient. The components involved in the communication process are described
below in detail:

Sender:

The sender or contact generates the message and transmits it to the recipient. He is the source
and the first contact

Message:
It is an idea, knowledge, opinion, truth, feeling, etc. produced by the sender and intended for
reference.

Encoding: The message produced by the sender is encrypted in a symbolic way such as words,
pictures, touches, etc. before transfer.

The media: This is how the coded message is conveyed. The message can be conveyed orally or
in writing.

Recording: It is a process of modifying the signals sent by the sender. After recording the
message is received by the recipient.

Recipient:

You are the last person in the chain and the message you sent was sent. If the recipient receives
the message and understands it correctly and acts on the message, only then the purpose of the
communication is achieved.

Answer:

Once the recipient confirms to the sender that you received the message and understood it, the
communication process is complete

Noise:

Refers to any restrictions caused by the sender, message or recipient during the communication
process. For example, incorrect telephone connection, incorrect coding, incorrect recording,
careless recipient, incorrect understanding of message due to discrimination or inappropriate
touch, etc.
 TYPES OF COMMUNICATION

Communication implies an exchange of information.

3 Forms of Communications are:

• Based on Organizational Structure

• Based on Direction
• Based on Mode of Expression

Organizational Structure
• Formal Communication
• Informal Communication

Direction

• Downward Communication
• Upward Communication
• Horizontal Communication
• Diagonal Communication

Mode of Expression

• Non-Verbal Communication
• Verbal Communication
• Oral Communication
• Written Communication
Formal communication

Formal communication is an exchange of official information between people within the

same organization who are often at different levels within the organizational hierarchy.
It's a controlled means of communication that follows predefined channels and adheres
to predetermined rules, standards, processes and regulations set by the company. Formal
communication follows the organization's chain of command, with a top-down structure,
meaning that higher-ranking employees often use it to send various messages and
instructions to lower-level individuals.

Why is formal communication important?

Some of the main reasons it's important to implement formal workplace communication
include:

• It clearly defines and establishes authority. Using formal communication within

an organization helps create an efficient flow of information between higherlevel
and lower-level employees. This, in turn, helps subordinates know exactly what
their responsibilities are and who they report to.

• It improves overall efficiency. Having efficient communication usually means

that overall efficiency, at all levels, is likely to improve. The main reason for that
is the fact that properly implementing formal communication tends to
significantly reduce ambiguities.

• It reduces the likelihood of mistakes and errors. Communicating within the

boundaries of formal communication tends to reduce the change of any mistakes
and errors occurring, as the message is usually more clearly understood and
comes from a source of authority.
 • It can create discipline. Clearly defining an organization's hierarchy and using
formal communication for internal messaging can improve overall discipline, as
everyone knows exactly who they report to and who reports to them.

• It can improve work coordination. Formal communication across different

departments within an organization can help them better coordinate their work,
due to the unambiguous messaging and clearly defined chain of command.

• It tends to be more credible when sending important messages. Using formal

communication for high-priority messaging, such as company objectives, overall
business directions or direct orders to employees or departments, is usually seen
as more reliable and credible by the recipients, which makes it more likely that
they would fully comply.

Informal Communication

Definition: Informal Communication is defined as the unofficial and casual forms of

communication taking place in an organization without following formal communication
channels. Different types of informal communication come into play while informally
exchanging information without using any prescribed official rules, structures,
formalities, methods, and chain of command.

In informal communication. information flows unofficially. It refers to the unscheduled

exchange of information between leaders, employees, coworkers, and other organization
members. It is generally unstructured and is based on mutual understanding and informal
relationships. Because it is conversational, intimate, direct, and adaptable, it is also
known as grapevine communication.

Because informal communication in the workplace is so casual, it sometimes overlaps

employee positions. It’s common in situations where personnel from different levels
work together, gossip, and communicate despite their formal affiliations. This form of
efficient communication boosts staff morale and improves relationships.

Types of Informal Communication

Informal workplace communication is generally classified in three following ways-

• Peer-to-Peer in which two colleagues get involved in quick and casual chats
• Peer-to-Group in which group of colleagues unofficially chat over during office
breaks
• Peer-to-Organization in which colleagues chat and share information with others
 Because of these three classifications, informal communications take place in the
following four ways-

1. Single Strand

Information is passed from one person to another in a single sequence in Single Strand
Chain communication. The first employee will communicate with the second, who will
then communicate with the third, and so forth.

Here, individual A communicates with B, who then communicates with C, D, and so on,
forming a chain. The likelihood of facts being skewed in such grapevine communication
channels is very high, given the length of the chain.

2. Gossip Chain

People converse informally with one another in groups through Gossip Chain conversations.
People gathered around him may hear rumors or facts from one individual.

This type of communication can be utilized for non-work-related purposes.

3. Probability Chain

A probability Chain is an essential type of communication in which each employee relays

the same message to another employee at random. He does not follow any set standards
and may discuss this knowledge with anyone in the firm, whether he is a friend or just a
casual acquaintance.

In this communication style, the Law of Probability is critical since some people may
learn about the information while others may not.

4. Cluster Chain
A cluster chain is a method of communication in which one person may share information
with a select group of people, who will either keep the information to themselves or share
it with their chosen group.

Examples of Informal Communication

1. Peer interactions
People in a company conversing casually is a good example of efficient informal
communication. This mode of communication focuses on giving advice and providing
tools to make it easier for others to ask questions and clarify their issues. It facilitates
peer contact because formal communication is not required.

2. Over-communication
In certain circumstances, management strives to be overly pleasant and keep everyone
informed, and as a result, valuable information is shared with multiple employees and
colleagues. This practice of over-communicating is a prime example of informal
communication.

3. Rumor or grapevine
Assume that a manager welcomes an employee into his cabin and converses with him for
a long period. The boss wanted to clarify some things, and the conversation was about
work. Still, other employees may circulate rumors that the individual will be promoted
to a higher position or that he is about to be fired, especially if he comes from the cabin
with an angry expression.

4. Policy of Open Doors

Assume Ram is experiencing major problems with a coworker and cannot fix them. He
then goes to his boss and tells him about his problems. The manager summons the other
employee to his office, where the three of them attempt to resolve any misunderstandings
or disputes. Because of the open-door policy, Ram was able to contact his boss, and this
was made feasible by the fact that the two were on excellent terms due to the prevalence
of informal communication in the workplace.

Downward Communication

Customarily, most to the organization have this kind of communication. In this type of
communication, the information is mainly relayed from the top to the lower levels of the
organizations (Greenberg, & Baron, 45). The organization or institution’s heads
communicate the intended information through the word of mouth, internal memos,
speeches, policy manuals or team meetings. Downward communication servers several
purposes in any organizational structure that are inclusive of the following (Greenberg,
& Baron, 45).

Downward communication is mainly used in the relay of information pertaining to the

implementation of goals, strategies and objectives. The top-level mangers usually
communicate to their juniors the new strategies and objectives and how they are going to
be executed in the organization’s structure. This direction is also used in the
communication of job instructions and rationale. The mangers use this communicational
direction when explaining a given task is to be performed and the existing relationship
between the task and other activities (International Ombudsman Institute, 65).

Downward direction is also employed when relaying performance feedback. The

organization’s progress and performance are mainly relayed in the company using this
mode. The juniors are usually informed by their seniors on how they are faring in
comparison to the laid-out benchmarks. The various procedures and practices in the
organization are also communicated through this mode. The information of the
organization’s policies, rules, regulations, and structural arrangements is usually relayed
to the rest of the staff through this mode. This mainly aimed at attaining some level of
harmony and uniformity in the institution’s activities. This mode of communication is
also used during the socialization between the senior staff members and the junior staff.
Organizations usually hold staff parties where the entire staff is supposed to mingle
around and create a sense of teamwork and belonging (Ivancevich, Konopaske, &
Matteson, 102).

The downward mode of communication creates a means for the relay of directives and
instructions to the members of staff within the organization. However, this information
may end up being distorted if it relayed from one person to another or along a long chain
through the organization’s hierarchy. To ensure this does not happen it is usually
advisable to relay the information through print or electronic means with the letters
addressed to each of the concerned personnel (Ivancevich, Konopaske, & Matteson, 102).

Upward Communication

Although traditional organizations did not employ this mode of communication,

behaviorists usually advocate for the employment of upward communication flows. This
mode of communication is whereby the junior staff members convey information to their
seniors within the organization. This mode is crucial as it enables the senior staff to know
whether the juniors have comprehended the information relayed to them and in meeting
the ego needs to the personnel. This mode serves in the communication of various types
of information.
Upward communication when employed in a company is used in the communication of
the various problems and exceptions experienced by the junior staff. The mangers
become aware of the serious problems and difficulties present in the organizational
structure. This mode also enhances the relay of information of the possible suggestions
for improvement. The junior staff usually relays crucial information on ideas for
developing task related processes to enhance the quality of efficiency of the institution’s
processes. This provides the management with crucial information on the relevant
changes to execute in alleviating the underlying issues and problems.

This mode is also employed in an organization when the junior staff is communication
of their grievances and disputes. The junior staff will often air their grievances and
disputes to the management when the organizational structure of the institution avails the
necessary avenues. The grievances are relayed to the management for hearing and
possible resolution. Prudent managers usually follow the relayed grievances with the
provision of logical and doable collective bargaining agreements. This works a lot in
allaying drastic actions by the junior staff such as boycotts and strikes. Wise mangers
usually enhance this aspect by encouraging the entire staff to express their feelings to the
management.

Prudent management practices call upon the provision of both upward and downward
communication flows. Information is supposed to travel in both directions across the
organization. Upward communication is mainly hindered when the management fails to
address the grievances and issues raised by the company staff. The company will often
feel neglected leading to low performance morale within the organization. This ends up
in affecting the quality of production within the organization.

Horizontal Communication

In very great and complex organizational structures, another communication flow exists
known as horizontal communication. As opposed to the normal, upwards and downwards
communication flows that involve the flow of information across the hierarchy, this
communication flow constitutes the flow of information within the hierarchy. During this
communication flow, the information conveyed is mainly meant for harmony and
coordination purposes. Horizontal communication harmonizes the activities across and
within the various departments that constitute the organization. Horizontal
communication flow is mainly categorized into three categories namely;
intradepartmental problem solving, interdepartmental coordination and staff advice to
line departments.

In the intradepartmental solving category, the information is conveyed within the same
department where the members share ideas on how to allay the existing issues and
concern task accomplishment. On the interdepartmental coordination category, the
information is conveyed across different departments and is mainly aimed at harmonizing
the various activities that are shared by different departments within the organizational
system. Constant communication between the different departments is essential in
ensuring there is harmony for the organization to meet its objectives. The category of
staff advice to line departments is the information conveyed by specialist within the
organizational structure who requires help in their areas.

Horizontal communication is mainly aimed at enhancing and ensuring harmony and

coordination within the organization. The horizontal channels allows information to flow
enhancing the departments to work smoothly and in harmony without having to rely on
fixed and taxing upward and downward communication channels. Many of the
organizations provide horizontal communication flow through the establishment of task
forces, committees or the creation of matrix organizational structures aimed at enhancing
coordination.

Diagonal Communication:

Diagonal communication flow is the relay of information between the higher-level

employees of the organization with personnel working in different functional divisions.
Diagonal communication flow was captured to capture the gap created by the irrelevance
of vertical and horizontal communication in many of the modern organizational
structures. Diagonal communication flow is mainly aimed at serving the communication
needs of the modern organizational structures such as the matrix organizational structure
and organizations that are based on projects.
This type of communication flow is enhanced by its ability in making an organization
more elastic through the enhancement of communication flow across both directions,
between the top levels of the organizations to those below and vice versa. The
communication flow also alleviates the rigid command structure that tends to slow down
organizations in “red tape”. The communication flow also enhances the efficient and
quick responses to the issues raised by the junior staff (Lunenburg, & Ornstein, 96).

The interdepartmental communication evidenced in diagonal communication enhances

the fast dissemination of information thereby facilitating the efficient utilization of time.
The communication flow also tends to give the personnel a sense of empowerment
thereby allowing more independence. However, the communication flow faces various
criticisms in that it only works in theory as opposed to reality. In reality, the mangers
become less involved and, in the process, may end up being angry.
Information is not relayed to all the intended persons thus some people are left ignorant.

External communication

External communication is whereby information is communicated between the

organization’s personnel with the organization’s stakeholders who are outside the
organization’s structure. The stakeholders who are outside the organizational structure
are the administrators, who do not work directly with the company, the serving
government officials, the community neighboring the company etc. although these
individuals do not work for the organization, they are affected either directly or indirectly
by the affairs of the organization. This communication flow is mainly aimed at ensuring
the organization is in harmony with the outside environment. It enables the organization
abides with the government requirements and is in good terms with the immediate
community.

Verbal and non-verbal communication

Are two important modes of communication process which enable people in sharing
ideas, thought and information among each other. The process of communication is one
that makes it possible for transmitting the message from sender to recipient. Sender is a
person who start the communication by designing and sending the message. Whereas
recipient is the one who ends it by reading the message and providing feedback to sender.
Communication process is quite complex involving a series of steps that need to be
followed in right sequence for effective results. It is a continuous and on-going process
of listening, telling and understanding.

Verbal and non-verbal communication differs from each other on the basis of means they
used for carrying out a communication. Verbal mode is one which encompasses both oral
and written communication and involve use of words. Oral form of communication
covers face to face meetings, telephonic conversations, videoconferences, presentations
 etc. Written communication, however, involve use of letters, e-mails, manuals,
webpages, executive memos, report, and bulletin board postings.

On the other hand, non-verbal communication typically covers facial expression, hand
and body movements, gestures, physical appearance, space, artifacts etc. It is a behavioral
aspect of communication which includes both intentional and unintentional one.

Meaning of Verbal and Non-Verbal Communication

Verbal and non-verbal are two important modes of communication process which enable
people in sharing ideas, thought and information among each other. The process of
communication is one that makes it possible for transmitting the message from sender to
recipient. Sender is a person who start the communication by designing and sending the
message. Whereas recipient is the one who ends it by reading the message and providing
feedback to sender. Communication process is quite complex involving a series of steps
that need to be followed in right sequence for effective results. It is a continuous and on-
going process of listening, telling and understanding.

Verbal and non-verbal communication differs from each other on the basis of means they used
for carrying out a communication. Verbal mode is one which encompasses both oral and written
communication and involve use of words. Oral form of communication covers face to face
meetings, telephonic conversations, videoconferences, presentations etc. Written
communication, however, involve use of letters, e-mails, manuals, webpages, executive memos,
report, and bulletin board postings.

On the other hand, non-verbal communication typically covers facial expression, hand
and body movements, gestures, physical appearance, space, artifacts etc. It is a behavioral
aspect of communication which includes both intentional and unintentional one.

Types of Verbal Communication

Verbal communication is classified into 4 types which are as follows: –

Intrapersonal communication: Intrapersonal communication are extremely private and

restricted form of communication. Silent conversations that we have with own self are
included in it. These silent conversations refer to the roles we juggle in between sender
and receiver processing our actions and thoughts. Intrapersonal communication on
analyzing either can be confined as thoughts or conveyed verbally to someone.

Interpersonal communication:
Interpersonal communication is a one-to-one conversation taking place in between two
individuals. Under this type of communication, the involved 2 individuals swap their
roles of sender and receiver for carrying out the communication process in clear way.
Public communication: Public communication refer to the one where a single individual
addresses a large people gathering. Public speeches and election campaigns fall in this
category of verbal communication. There is one sender of information and several only
receivers who are addressing the communicator.

Small group communication: Small group communications require more than two
peoples in order to carry out them. Number of peoples involved are small allowing each
one of them to interact and converse with one another clearly. Team meetings, board
meetings and press conferences are some of the examples of small group communication.
These types of communications can become chaotic and difficult to interpret in absence
of any specific discussions. There may be instances of miscommunication wherever the
information is not understood completely

Types of Non-verbal Communication used in zomato

Non-verbal communication is of different types which are as discussed below: –

Facial expressions: Facial expressions are key indicators of one’s attitude. A person can
convey countless emotions via his/her facial expressions without even speaking. These
expressions are extremely expressive in nature and are universal unlike certain forms of
non-verbal communication. The facial expressions for anger, surprise, happiness, disgust,
fear and sadness remain same across every culture.

Eye contact: It is a crucial form of non-verbal communication as visual sense is dominant

among majority of peoples. Eye contact regulates the communication flow being main
channel of interpersonal communication. Various things such as affection, interest,
attraction and hostility get conveyed to people by the way you look towards them. The
credibility of speaker gets enhanced when he maintains eye contact with audience while
delivering his message. In addition to this, interest and response of other persons get
easily gauged during the communication via eye contact.
Body movement and posture: Body movement are another widely used form of nonverbal
communication. Different messages and meanings get easily conveyed by the way in
which people sit, stand, walk, run or hold their head. The world is able to depict a large
variety of information form the way you move and carry yourself. The body movements
are categorized into two category which are unconscious movements and controlled
movements in conscious state. For example, a person biting nails while being nervous is
done unconsciously. Whereas a person moving ahead in excitement to wish someone
comes under conscious controlled body movements.

Space: Space as well as distance are important tools used in non-verbal form of
communication. An individual is more comfortable in doing conversation in more
spacious environment such that no one is invading his/her space. Physical space is needed
by all although its needs vary as per the situation, culture and closeness of friendship.
Numerous signals related to affection, dominance, intimacy and aggression get
communicated via physical space. A person’s position in organizational hierarchy, his
importance and authority get easily conveyed to external people seeing his decorated and
well-spacious room.

Gestures: Gestures are something which we use in our daily life and makes non-verbal
communication interesting one. It includes movements of head, fingers, arm, leg and
hand for conveying some message to peoples. They are the deliberate body movements
used for conveying intentional and specific signal. However, in different culture a same
gesture may mean differently and used accordingly. Students for communicating to their
teachers that they are listening using head nods gestures. Similarly, for saying hello and
good-bye, peoples generally wave hands.

Touch: Touch is commonly used element of non-verbal communication which conveys

a variety of emotion. However, the cultural background, gender, age, intimacy and
relative status of person directly influences his/her accepted modes of touch. For
example, in student’s culture when anyone touches them from back in examination hall,
they get understood that the person wants to know something from them.

Physiology: Physiology refer to variations in body of person like blinking rapidly, sweat
or skin turning red. These changes are uncontrollable and convey person situations to
people. When a person body is sweating, it shows that he is feeling hot or has done some
sort of work out.
Paralanguage: Paralanguage covers the qualities of vocal such as pitch, loudness, rhythm,
timbre, inflection and tone of voice. The paralinguistic signals encompass everything
excluding direct word’s verbal translation. The elements of voice need to be learnt
effectively in order to enhance the effectiveness of teacher.

PURPOSE OF BUSINESS COMMUNICATION IN ZOMATO

Helps In Decision Making

Communication has an effective role in effective decision making of the business. Better
decision making by managers is possible if they have enough information available to
them. Communication helps in the continuous flow of information about the organization
to the management team. Quality of decision making depends directly on the quality of
information available. Proper communication system ensures better decision making
within the organization.

Ensures Smooth Functioning of Business

Proper working of the business is dependent upon the system of communication.
Communication network within the business is the basis for organizing all its affairs. It
provides full detail about business operations and ensures that all activities go in
accordance with the plan. Managers can take all necessary steps timely whenever
required through proper knowledge of business affairs. In the absence of communication,
it becomes difficult to implement strategic policies and achieve targeted goals.

Creates Effective Team

Communication process helps in bringing people together efficiently and the creation of
a good team. It helps team leaders to boosts their subordinate’s morale and clearly directs
them about company vision and goals. Through better communication, all people
working in business can clear their doubts and ask for support easily through it. It
improves the confidence and team spirit of all members working within the organization.
Regular and better communication within the organization helps in developing an
efficient team.

Boosts Customer Relationship

Customers are important for every business and every business aims to win their
confidence. Better communication between business and customers helps in improving
their relationship with them and winning their loyalty. Customers can contact the
business in case of any grievances and get it resolved easily. Listening and understanding
your customer problems will help in providing better customer service and thereby
improving their satisfaction level.

Increase Productivity and Reduce Cost

Communication support business in improving their productivity and minimizing their
cost. Employer and employees can contact each other through the communication
process. Employers can easily guide and suggest the ways to its subordinates to work
effectively towards goals. Employees also get a proper understanding of what they have
to do and can clear their all queries by communicating to their superior. When employees
are fully aware of their roles and targets, they work efficiently thereby increasing the
productivity.

Promotes Motivation
Communication helps the organization in boosting the Morales of their manpower. Better
communication of information results in better relations within the organization as all
disputes are easily managed. Employees are free to communicate and can present their
ideas and plans to the organization. They can easily bring their grievances in notice of
management and get it resolved timely. It develops mutual trust and faith in the internal
environment. Employees feel that the organization care for them and they are a valuable
part of it. It motivates them towards their defined roles.

Enhances Business Goodwill

Adequate communication process helps the business in developing a better image in the
market. It helps business to stay connected with all its stakeholders and provides all
information timely. All stakeholders can easily interact with business and acquire all
required information through a well-established network. Better image helps the business
helps in winning a competitive advantage in the market.
 7C’S OF COMMUNICATION

When your communication is clear, you can convey your thoughts more precisely. You
will also be able to get the job done and in case of job interviews, you may also be able
to land your dream job. As for every form of learning, business communication also has
some principles which make your communication more effective. These are known as 7
C’s of communication.

• Concise
• Clear
• Correct
• Concrete
• Complete
• Courteous
• Coherent

1. Concise
Being concise means being able to convey your messages in shortest possible words. But
this doesn’t mean that you provide the information less but articulating in such a possible
way that you get to spread the message across everyone and that too in fewer words.

It is a necessity for business communication as this C does not involve the vague words
and this the message is clearly sent to everyone. Because of conciseness, you save time
as well as you save a lot of costs.

As this C excludes the needless and excessive words it makes the main idea or the
message more understandable. For audience also this form is more convenient and
appealing.

2. Clear
Clear or clarity is very important in business communication. Through this, you are able
to emphasize a specific message or a goal at that time. In a business communication, you
cannot achieve too much in one go. That is why you need to clear about your ideas.

Because of clarity, the understanding of ideas becomes easier. As the clarity is achieved
for ideas and thoughts, the meaning of the words is enhanced. The message becomes
more appropriate and exact.

3. Correct
The understanding of your audience is directly proportional to the correctness of your
ideas. Because correct communication of thoughts and ideas is also an error-free form of
communication. There are many ways to achieve this correctness in your sentences.
One is through a technical understanding of your thoughts and ideas. Further, the names
and titles that you have mentioned should be correct. Because of correctness the
confidence level of yours as well as your audience increases. It has more impact.

4. Concrete
Concreteness refers to the idea of being clear and particular. It avoids the basic fuzziness
and general in your ideas and thoughts. Concreteness also adds to your confidence level.
Concreteness is supported by figures and facts thus it gives your ideas a boost. As it
involves clear words only, it helps in increasing your reputation. There are little to none
chances that your message is misinterpreted.

5. Complete
A message or an idea is complete when the audience has everything that they want to be
informed. Also, this gives an authority to them to move to call of action.

The complete communication generally involves the call to action, which helps the
readers understand what you want to imply to them. It also includes all the facts and
figures in the sentences Due to complete communication, the reputation is enhanced for
an organization. A complete communication also involves additional information
whenever or wherever it is required. Thus, it leaves no room for doubt in the mind of the
readers and audiences. It also helps in persuading the audience.

6. Courteous
Courtesy is the respect that we show to others and in business communication also it
means the same thing. You should show respect to your reader by having courteous
communication. The individual while sending the message should be polite, sincere,
enthusiastic, and reflective.

Being courteous means that you have taken into consideration the feeling receiver as well
as your own. It also shows that you are positive, and your focus is on the audience.
Courteous messages are not at all biased.

7. Coherent
The messages that you send should be logical and that is why coherent communication
is important. The message involves certain ideas and thoughts and thus when they are
coherent than only, they are able to convey the main idea of the message. All the points
that you have mentioned should be relevant to the topic and connected.

Further, the flow and tone of the communication should also be consistent. What does
your message imply should be the main focus under the coherent message? When all the
above 7 C’s of communication are used, then your message becomes more effective.
Practice this more to improve your business communication.
 CONCLUSION

Effective communication is a vital business competitive tool that needs to be

strategically managed, Zomato has an effective internal and external communication
system that facilitates the growth of orchestrate teams in its different outlets as well as
developing good relations with its customers.
The company understands that consumers act consciously and unconsciously when
deciding on the products to buy; their psychological predispositions, attitudes, beliefs
and mental pictures influence their decision: with the understanding, it accustoms its
external communication to address customers’ psychological needs. When passing a
certain message, the management ensures that it has the right tone and language to
facilitate the right understanding.