Communication – Per Louis A.

Allen, ‘Communication is the sum

of all things a person does when he wants to create an
understanding in the mind of another.’ Thus, communication
may be defined as the process by which information is
exchanged between individuals through a common system of
speech, writing, signs or expressions and behaviour.
The word ‘communication’ is derived from the Latin word
communis, which means common. The term communication
refers to the sharing of ideas in common. In other words, it is
the transmission and interaction of facts, ideas, opinions,
feelings, or attitudes. Communication is the essence of
management. The basic functions of management (planning,
organizing, staffing, directing, and controlling) cannot be
performed well without effective communication.
Communication cannot take place without two parties – the
receiver and the sender. The information which is sent by the
sender must be understandable to the receiver.
The characteristics of communication are as follows:
1. At least two persons – Communication involves at least
two persons—the sender and the receiver. The sender
sends the message and the receiver receives the message.
There is an exchange of information between two or more
persons.
2. Two-way process – Communication is essentially a two-
way process. It does not merely mean sending and
receiving messages. It is not complete unless and until the
message has been understood by the receiver in the same
sense.
3. Form of communication – Communication may take
several forms, e.g., order, instruction, report, queries, etc.
It may be verbal or written. It may be formal or informal.
4. Scope – Communication is present in all human
relationships. It is essential in all types of organizations and
at all levels of management. It has a very wide scope.
5. Dynamic process – Communication is influenced by the
mood and thinking of the sender and receiver. It keeps on
changing depending upon the Level of understanding of the
sender and receiver.
6. Goal-oriented – Communication is goal-oriented and is
effective only when there is a congruence of goals of the
sender and the receiver.
7. Interdisciplinary – Communication derives knowledge from
several sciences like anthropology (the study of body
language), sociology (the study of human behaviour),
psychology (the study of a human), etc. The linking
between these sciences makes communication effective.
8. Interpersonal relations – The main purpose of
communication is to influence the human behaviour which
creates interpersonal relations.
9. Circular process – There is a circular flow of information in
the communication process. After the feedback, the
receiver of the original message is required to transmit
another message. The response indicates the success of the
communication.
Process of Communication
The Communication Model

Noise
Sender → Message → Encoding → Channel → Receiver →
Decoding
Feedback

When the Receiver decodes the message and understands it, he

will either
(i) not reply and the source of the message will remain the
same, or
(ii) reply and become the sender in turn.
First option is called one-way communication, while the second
is called two-way communication.
Sender: Sender is the source or originator of the idea or
message. Sender can be an individual or a group or an individual
representing a group. Sender conceives the idea, prepares the
message, decides about the receiver, selects the channel and
transmits the message. The sender is initially responsible for the
success of the message. The sender’s experiences, attitudes,
knowledge, skill, perceptions and culture influence the
message.
Message: It refers to the stimulus that a source transmits to the
receiver. It is what communication is all about. There are
multiple types of messages including biological (warning
signals), electronic messages (such as e-mails), physical
messages (such as letters and reports) and human messages
(such as spoken words and gestures). Messages are composed
of signs or symbols having certain meaning to the receiver.
Encoding: Translating the idea into a message for transmission
is called encoding. It involves translating the sender’s intent or
ideas into systematic set of symbols or gestures.
Channel or Medium: Channel is the means through which
communication flows from sender to receiver. The channel can
be mass media (not meant for one individual) such as
newspapers, radio, television, etc. or interpersonal (meant for
an individual) like telephone, correspondence, etc. The sender
carefully selects the channel depending upon the message to be
conveyed, availability of the channel, cost of the channel and
the effectiveness of the channel.
Receiver: The receiver is the individual whose senses perceive
the sender’s message. There may be one or many receivers. If
the message does not reach the receiver, communication is not
completed. Receiver is the person for whom the message is
intended.
Decoding: Decoding is the process by which the receiver
interprets the message and translates it into meaningful
information. Decoding is a two-step process – (a) the receiver
must first perceive the message, and (b) the receiver must then
interpret it. The decoding process is very much affected by
some factors such as the receiver’s need, status, experience,
situational factors, etc.
Noise – In communication, noise can be thought of as those
factors that disturb or distort the intended message. Noise may
occur in each of the elements of communication. “Noise”
hinders communication.
It includes the following factors:
(a) Factors that hinder the development of clear thought.
(b) Faulty encoding due to ambiguous symbols.
(c) Defects in the channel.
(d) Inattentive reception.
(e) Faulty decoding due to prejudices, wrong understanding,
personal outlook, the wrong meaning of words and symbols.
Noise can result in miscommunication. Hence the important
point is to realize all these possibilities of noise and to minimize
them.

Feedback – A feedback provides a link or channel for the

communicator to know the receiver’s response and to
determine whether the message has been received and has
produced the intended change.
Feedback may come in many ways. In face-to-face
communication, feedback comes through the facial expressions
of the receiver. Some indirect means of feedback are such
factors as declines in productivity, poor quality of production,
lack of coordination, absenteeism, etc. Feedback may cause the
sender to modify his future communication.
Importance of Communication
Communication is not only essential for individuals but also for
the organizations. It is indispensable. It gives power and image
of competence. It helps to organize, create trust and enhance
productivity.
1. Power to influence events: Good communicators generally
have effective voice, language and body language. Their
arguments sound logical, believable and forceful. Other
people listen to them with attention. They will be
influenced by what they say. Good communicators project
an image of persuaders, negotiators and leaders. Trade
union leader if he is a good communicator can convince the
management to buy a bus to reach the factory. He can
influence the management to improve the canteen menu
and even get higher bonus.
2. Project an image of competence: Effective communicators
can socialize well. In the process, they get recognition as
good speakers and conversationalists. Their opinions will be
valued and they are respected for their proficiency and
eloquence. In recognition of their communication and
social skills, they may be chosen to lead groups.
3. Helps organize: Communication permits people to establish
and achieve common objectives. It facilitates cooperation
among people and coordination between different groups.
When employees and management feel free to
communicate to each other giving respect to each other,
they can work towards common goals. Organizational goals
like making higher profits in turn satisfy individual goals like
higher wages. As a consequence, there will be commitment
and loyalty among employees.
 4. Promotes trust: Good business communication fosters a
congenial work environment of honesty, sincerity and
respect. Employees are more loyal to organizations which
are transparent and trust them by giving authority with
responsibility. Customers, suppliers, banker, etc. are more
loyal to those companies which treat them with respect.
5. Increases productivity: Good communication results in
increased productivity. This is possible due to reduced time
spent explaining issues, seeking information and handling
disputes. This results in increased efficiency of employees
and increased output.
Flow or Direction of Communication
As communication is the process of sharing ideas, the travel of a
message from one to another it must have a direction of travel.
Based on this, the flow of communication can be divided into:
1) Vertical Direction
(i) Upward
(ii) Downward
2) Horizontal/Parallel/Lateral Direction
3) Diagonal/Crosswise
4) Grapevine
 Upward Direction - Upward communication is the
communication where information or messages flows from
the down/bottom of the organizational structure to the top of
the organizational structure. For example, Applications,
Requests, Reports, etc.
Merits of Upward Communication –
(i) Monitoring employees’ performance and receiving
feedback.
(ii) Grievance redressal of employees.
 (iii) Encourages bottom-level employees to positively
contribute to the company’s goals.
(iv) Completes the two-way process.
(v) Helps boost creativity.
Demerits –
(i) Unwillingness or hesitation among the employees.
(ii) Distortion of information.
(iii) Biasness and exploitation of employees.
(iv) Time consuming.
(v) Lack of engagement by superiors.

 Downward Direction - Downward communication is the

communication where information or messages flows from
the top of the organizational structure from the bottom of
the organizational structure. For example, Orders, Warnings,
Notices, Policy formation, etc.
Merits –
(i) Organizational discipline
(ii) Efficiency
(iii) Effective communication of goals
(iv) Ease of delegation
Demerits –
(i) Distortion
(ii) Slow feedback
(iii) Interpretative problems
(iv) Lowers morale
(v) Not motivating

 Horizontal Direction - Horizontal or lateral communication

takes place among peer groups or hierarchically equivalent
employees, i.e., employees at the same seniority level. Such
 communication is often necessary to facilitate coordination,
save time, and bridge the communication gap among various
departments. For example, Memos, Inter-departmental
Letters, etc.
Merits –
(i) Promotes teamwork and a company-wide sense of unity
(ii) Decreases misunderstandings because the same
information is shared with everyone
(iii) Improves problem-solving skills and boosts creativity
(iv) Makes it easier to coordinate teams and tasks
(v) Helps employees feel empowered
(vi) Boosts transparency
Demerits –
(i) It can be chaotic if not carefully managed
(ii) It can be time-consuming
(iii) There can be a conflict between employees due to a
loosely-defined hierarchical structure
(iv) There can sometimes be jealousy and rivalry

 Diagonal/Crosswise Direction - Diagonal or crosswise

communication occurs when information flows between
persons at different levels who have no direct reporting
relationship. It is used to speed information flow, to improve
understanding to coordination etc. for the achievement of
the organization. For example a brainstorming session.
Merits –
(i) multidirectional
(ii) opportunity for everyone
(iii) equality while communicating
Demerits –
(i) lack of discipline
 (ii) wastage of time

 Grapevine – Similar to Crosswise in the sense that

information flows between persons at different levels;
however, it refers to informal communication that takes
among employees in an organization. It is known as grapevine
communication because there is no definite route of
communication. Information travels a long way by passing
from one person to another person like a vine of grapes.
For example, the organizational rumour mill and gossip.

Types of Communication
Based on the channels or media of communication, there can
be two types of communication
1) Verbal
a. Oral
b. Written
2) Non-verbal
a. Sign Language
b. Body Language

 Verbal Communication - The communication which happens

verbally, vocally or through written words which express or
convey the message to other is called verbal communication.
 Oral Communication - A communication which happens
through word of mouth, spoken words, conversations and
also any messages or information are shared or exchanged
between one another through speech or word of mouth is
called oral communication. Example: Public speech, News
reading, Television, Radio, telephone and mobile
conversations.
 Merits –
1) Personal touch
2) Spontaneous
3) Faster
4) Adaptable
5) Cheaper
6) Confidential
7) Wider reach
8) Best for fostering team spirit
9) Assessment of personality
10) Persuasive power
Demerits –
1) Less chance to think
2) Less suitable in some cases
3) Time wastage
4) Expensive when electronic media has to be used
5) Record and evidence problems
6) Chances of misunderstanding
7) Distortions in information
 Written Communication - A communication happens through
any word written or often written sign which refers the
languages uses in any medium is called written
communication. Example: Simply any hand written, typed,
Newspaper, printed word documents, letters, books and
magazines.
Merits –
1) Time to think and act
2) Complete and clear
3) Authentic
4) Suitable for vital and lengthy communications
5) Can be kept as a permanent record
 6) Legally binding
7) Tool for effective managing
Demerits –
1) Time-consuming and laborious
2) No scope for immediate feedback
3) Relatively impersonal
4) Difficult to maintain secrecy
5) Lack of flexibility
6) Access is limited to literates only
7) Rubbish can be passed on

 Non-Verbal Communication - Any communication without

word of mouth, spoken words, conversation and written
languages is called Non-Verbal Communication. It happens
through signs, symbols, colours, gestures, body language or
any facial expressions.
 Sign Language – It is the language or tool of communication
which is done through the help of different signs or symbols.
These signs or symbols can be either auditory or visual. Audio
language examples: doorbell, ambulance and police sirens,
infants’ crying, etc. Visual language examples: traffic signal,
maps, histograms, danger signs, etc.
 Body Language – Body language is a huge representation of
personal characteristics of anyone. When we interact with
anyone, our personality, posture, facial expressions, how we
behave, etc. is all reflected through our body language.
Merits of Non-verbal Communication -
1. Complementary
2. Easy presentation
3. Substituting
4. Accenting a verbal message
 6. Powerful presentation
Demerits of Non-verbal Communication
1. Difficult to understand
2. Confusing
3. Lack of formality
4. Costly; eg. Neon signs, cinema, etc.
5. Distortion of information

Forms of Communication
Forms of communication tell us to whom the message or
communication is being sent to. There are 5 forms of
communication: -
1) Intrapersonal Communication - Intrapersonal
communication is communication within us. It is also called
as internal communication. It includes self-thinking,
analysis, thoughts, assessments, etc. associated with the
inner state of mind.
2) Interpersonal - Interpersonal communication is the
communication between us and others over the channel.
The communication can be online, face-to-face, video
conference on mobile, etc. Interpersonal skills are essential,
whether we are a manager, employee, or looking for work.
Such skills are also known as soft skills that determine how
well a person can communicate, behave, and relate to
others.
3) Small Group - The small group communication is defined as
communication within two or more people. The number of
people participating in such communication is enough to
 have a good interaction with each other; For example,
school meetings, board meetings, press conferences, office
meetings, team meetings, family gatherings, etc.
4) Public - The public communication is defined as the
communication of a person with the public. It involves a
massive assembly of people. For example, the Prime
Minister addressing the public about the multiple
developing projects; other examples include elections,
campaigns, public speeches, etc.
5) Mass - Mass communication is a process of transmitting
information, thoughts, opinions or attitude through specific
channel or media to a large number of heterogeneous
audience segments.
Communication Barriers
A communication barrier is anything that comes in the way of
receiving and understanding messages that one sends to
another to convey his ideas, thoughts, or any other kind of
information. These various barriers of communication block or
interfere with the message that someone is trying to send.
Effective communication involves overcoming these barriers
and conveying a clear and concise message.