Unit I-Fundamentals of Communication

BACHELOR OF BUSINESS ADMINISTRATION
BUSINESS COMMUNICATION
Unit-I: Fundamentals of Communication MS. SHEELA 1NARANG

WHAT IS COMMUNICATION?
 Communication is the process of exchanging information through a common system
of symbols.
 Communication is neither the transmission of a message nor the message itself. It is
the mutual exchange of understanding, originating with the receiver. Communication
is the shared understanding through interaction among two or more agents.
 Communication Defined: It is the process by which meanings are exchanged between
people through the use of a common set of symbols.
 The process of transferring information from one person to another, within and
outside the business environment, is termed as Business Communication.
communication between business parties or people for business-related tasks is
considered as Business Communication.
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FEATURES OF BUSINESS COMMUNICATION
Meaning-Based
Continuous Process
Goal-Oriented
Needs Proper Understanding
Dispels Misunderstanding
May be Intentional or Unintentional
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SIGNIFICANCE OF
 Let’s see some latest statistics:-
 97% of workers believe that communication impacts tasks every
day.
 28% of employees cite poor communication as the reason for not
being able to deliver work on time.
 86% of corporate executives, educators, and employees cite
ineffective communication and poor collaboration as reasons for
failures in the workplace.
 For More: https://www.expertmarket.com/phone-systems/workplace-
communication-statistics
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SIGNIFICANCE OF
Let’s watch a video: https://youtu.be/D-YHC8b6Hjk
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SIGNIFICANCE OF
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OVERVIEW
Basic Forms of Communication
On the basis of On the basis of On the Basis of Mode of

Organisation Structure Direction Expression
Formal Downward Verbal Non-Verbal
Informal Upward Oral
Horizontal Written
Diagonal
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DIRECTIONS/DIMENSIONS OF
Upward Lateral/Horizontal
Downward Diagonal/Crosswise
Directions of
Communication
 Benefits & Limitations of each type

 Let’s see a diagram
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CLASSIFICATION OF
From the point of view of organisation, there can be broadly two channels of
communication:-
 Formal
 Informal

FORMAL COMMUNICATION
 Formal Communication: Communication occurs by following the prescribed or official
or predetermined rules, policy and regulation of the organization
 The flow of information can be Downward, Upward, Horizontal or Diagonal.
 Features of Formal Communication:-
Follows a hierarchical structure and chain of command
Timely and systematic flow of communication
May be oral or written
Accurate & Authentic Information
Reports, Memo, Notices, Letters, Grievances, etc.
Well designed to meet the needs & goals of organisation

INFORMAL COMMUNICATION
 Informal Communication: Beyond the Organizational Hierarchy: Informal
communication at work is any type of communication that doesn’t take place using the
formal methods or structures in a company.
 The network of informal communication is also called as “grapevine”.
 Features of Informal Communication:-
Flow of the information takes place in all directions
Information cannot be fully authentic & dependable
Rapid flow of information
Extends beyond the organisational hierarchy
Gets created automatically without any intended efforts of managers

INFORMAL COMMUNICATION
Benefits
• Speedy Transmission
• Psychological Satisfaction to employees
• Support to other channels
• Feedback Value
Limitations
• Information is not dependable

• Not always carry complete information
• May distort the information
• Fast Spreading messages can cause damage to the organisation
Difference between formal & informal communication

TYPES OF GRAPEVINE

ORAL & WRITTEN COMMUNICATION
 Oral Communication: -
 Spoken communication or communication through speech.
 An oral communication can be formal or informal.
 Generally business communication is a formal means of communication, like : meetings,
interviews, group discussion, speeches etc. An example of Informal business
communication would be Grapevine.
 Written Communication:-
 The communication which is performed through any written document is called written
communication. An essential part of organisational life.
 It is a formal method of communication.
 It includes letters, memoranda, agenda, manuals, handbooks, reports, e-mails, etc.
 Both have their own advantages & disadvantages

VERBAL COMMUNICATION
 The term ‘Verbal’ means ‘use of words’, i.e. Language.
 Verbal communication means communication through spoken or written words.
 Verbal communication can be classified as:-
 Oral
 Written

NON-VERBAL COMMUNICATION
 “Actions Speak Louder than words.” Our actions are means of
communication.
 Non-Verbal communication includes all unwritten and unspoken
messages, both intentional and unintentional.
 It refers to the transmission of messages by some medium other than
speech or writing.
 Personal appearance, facial expressions, postures, gestures, eye contact,
voice, proximity, touch- all these are non-verbal signals that influence
the way message is interpreted.
 Non-verbal communication is the most powerful form of
communication, therefore, requires serious consideration.

 Types of Non-Verbal Communication:-
Space,
Body Language Paralinguistics Surroundings & Sign Language
Time
Facial Expressions
Space-Proxemics
Eye Contact Voice Visual Signs
Gestures
Surroundings-Colors,
Layout & Design
Head
Body Shape & Posture Word Stress Audio/Sound Signals

Time Language
Appearance

BODY LANGUAGE (KINESICS)
 “We talk with our vocal cords, but we communicate with our facial
expressions, our tone of voice, our whole body.”
 The study of messages conveyed by body movements is known as body
language or Kinesics.
 Human body and its various parts play an important role in communication.
Just as language use symbols to convey meaning, our body conveys messages.
 Body movements of a person are guided by his thoughts and feelings. The
nodding of head, blinking of eyes, waving of hands, shrugging of shoulders,
etc. are expressions of human thoughts and feelings.
 Body-language etiquette around the world:
https://www.businessinsider.in/strategy/heres-a-guide-to-body-language-
etiquette-around-the-world/articleshow/46600667.cms
Facial Expressions
• Face is called mirror of

mind and index of the
heart.
• The lines of forehead, the
eyebrows, the muscles of
cheeks, lips all speak
louder than words.

Eye Contact
• Eyes along with

eyebrows, eyelids and
size of pupil convey our
feelings.
• Eye-contact helps
regulate the flow of
communication and
reflects interest in others

Gestures
• The physical
movements of
arms, legs, hands,
torso and head are
called gestures.
• Gestures support
the verbal
communication.

Head
• The position of our head

conveys a lot of
meaning.
• Hold your head high:
Sign of honour, self-
respect & confidence.
• Head bent low: shows
modesty, politeness &
guilt.

Body Shape & Posture
• Standing or sitting erect, leaning

forward or backward, stretching or
bending sideways all convey meanings.

Appearance
• It includes clothing, hair, jewellery, cosmetics, etc.

• How one dresses and presents himself/herself
creates a first impression.


PARALINGUISTICS
 Para means ‘like’, Paralanguage is ‘like language’, and paralinguistics is

the systematic study of how a speaker verbalizes.
 Verbal communication consists of ‘what’ or the content of words;
Paralanguage involves the ‘how’, i.e. the speaker’s voice or the way in
which the speaker speakes.
 A wide range of signs and signals are used in paralanguage.
 Paralanguage includes accent, pitch, volume, speech rate, modulation,
and fluency.

PARALINGUISTICS
Voice
• Pitch Variation
• Speaking Speed
• Pause
• Non-fluencies
• Volume Variation
Word Stress
• A speaker can change the meaning by putting stress on a word. Example:-

• Have you read the new syllabus

SPACE, SURROUNDINGS & TIME
Intimate:
Proxemics or Space Language Physical contact
to 18 inches
• Proxemics or Space Personal: 18
Language: study of how we inches to 4 feet
communicate with the
space around us. Social: 4 to 12
feet
• Spatial Dimension or
distance between us and Public: 12 feet to
as far as we can
other people tell us about see & hear
our relations and the nature
of communication with
them.
• Fixed & Semi-fixed Spaces

Surroundings: the physical
environment around us speak
their own non-verbal language.
• Colours: different colours are
associated with different
attitudes, behaviour patterns
and cultural backgrounds
• Layout & Design: Space
arrangement of an office,
furniture, design, etc.

Time Language:
Chronemics
• It is the study of how
we use time to
communicate.
• “Time is Money” is
common saying across
many cultures.
SIGN LANGUAGE
 Sign language involves use of audio and visual signals.

SIGN LANGUAGE
Visual Signs
• A visual aid is an
illustration in tabular,
graphic or pictorial form.
• It helps to get the
message across more
effectively by making it
more interesting and
simplifying.

SIGN LANGUAGE
Audio/Sound Signals
• Drumbeats
• Buzzers
• Alarms
• Electric bells
• Machine breakdown
alarms

SIGNIFICANCE OF
Regulates Improves
Builds Workplace
Conversational Workplace
Relationships
Flow Performance
Enhances Indicates
Conveys Meaning
Confidence Listening/Interest

PROCESS OF COMMUNICATION
Context

PRINCIPLES OF EFFECTIVE
Principle of Principle of
Principle of Clarity Principle of Brevity
Simplicity Planning
Principle of Principle of Principle of Principle of

Accuracy Attentiveness Relevancy Feedback
Principle of
Principle of Strategic Use of Principle of Principle of
Timeliness Informal Integrity Language Control
Organisation

7Cs OF EFFECTIVE COMMUNICATION

7Cs OF EFFECTIVE COMMUNICATION

COMPLETENESS
 The information conveyed in the message should be complete for the communication
to be effective.
 A message is complete when it contains all facts the reader or listener needs for the
reaction you desire.
 The sender must take into consideration the receiver’s mind set and convey the
message accordingly.
 Complete communication enhances the reputation of the organization.
 Complete information always gives additional information wherever required; it
leaves no question in the minds of the receiver.
 Complete information helps in better decision making as it serves all the desired and
crucial information.
 Complete information persuades the audience.
CONCISENESS
 Conciseness means communicating what you want to convey in least
possible words.
 It is the prerequisite to effective internal and external communication.
 Concise message saves time and expenses for both sender and receiver.
 Concise message is more appealing and comprehensive to the
audience.
 Concise communication provides short and necessary message in
limited words to the audience.
 Concise message is non-repetitive in nature.
 How to achieve Conciseness? Contd…
CONCISENESS
•Statement : Due to the fact that
Use single word substitutes instead of phrases •Concise: Because
•Statement: It was known by Mr. Aslam that we must reduce inventory.

Avoid overusing empty phrases. •Concise: Mr. Aslam knew we must reduce inventory.
•Statement : Please be advised that your admission statement was received.

Omit trite, unnecessary expressions •Concise: Your admission statement has been received.
•E.g. Instead of world trade organization use WTO or You can use IT for Information Technology. (Keeping in view the fact that
Eliminate unnecessary words receiver knows about these terms)
Include only relevant information, Stick to the

•Statement : We hereby wish to let you know that our company is pleased with the confidence you have reposed in us.
purpose of message, Avoid long introduction, •Concise: We appreciate your confidence.
unnecessary explanation etc.
•Statement: At this time I am writing to you to enclose an interview card, which has been post-paid, for the purpose of
Avoid long introduction, unnecessary explanation arranging a convenient time when we might get together for a personnel interview.
etc. •Concise: Please return the enclosed interview card to set up a convenient time for an interview.
•Statement: The filing of nominations commences 21 days prior to the polling day and ends 14 days prior to the polling day.
Avoid unnecessary repetition •Concise: The filing of nominations takes place between 21 and 14 days prior to the polling day.

CONSIDERATION
 Consideration suggests “stepping into the shoes of others”.
 Effective communication must consider the audience by knowing its
viewpoints focuses, foundation, mindset, education level, etc.
 Consideration ensures that the self respect of the audience is
maintained and their emotions are not harmed.
 It makes an effort to imagine the audience, their requirements,
emotions as well as problems.
 Preparing every message with the message receiver in mind.

CONSIDERATION
Specific ways to indicate consideration are:-
• We- attitude: I am delighted to announce that we will be extending our

Focus on “You” instead of “I” and “We”. hours to make shopping more convenient.
• You- attitude: You will be able to shop evenings with the extended hours.
The use of you in negative situations can be

avoided by employing the passive voice, making the • Insensitive: You failed to enclose your check in the envelop.
receiver part of a group, or depersonalizing the • Considerate: The check was not enclosed.(passive voice)
situation.
Show audience benefit or interest in the receiver:

Empathize with the audience and display interest in • E.g. “You will be glad to know that we now have a walk-up window open
the audience. This will stimulate a positive reaction 7-9a.m. and 3-8p.m. every weekday”.
from the audience.
Emphasize positive, pleasant facts: Show optimism

towards your audience. Stress on “what is possible” • Negative –Unpleasant: It is impossible to open an account for you today.
rather than “what is impossible”. Lay stress on • Positive-pleasant: As soon as your signature card reaches us, we will gladly
positive words such as jovial, committed, thanks, open an account for you.
warm, healthy, help, etc.

CLARITY
 Clarity implies stressing on a particular message or goal at a time, rather than
trying to achieve too much at once.
 It helps to understand the message easily.
 Complete clarity of thoughts and ideas enhances the meaning of message.
 Clear message makes the use of exact, appropriate and concrete words.
 Choose precise, concrete and familiar words.
 Statement: After our perusal of pertinent data the conclusion is that a
lucrative market exists for the subject properly.
 Clear: The data we studied show that your property is profitable and in
high demand.

CLARITY

CONCRETENESS
 Concrete communication means being particular and clear rather than fuzzy and
general.
 Being concrete means being specific, definite and vivid rather than vague and general.
 Concreteness strengthens confidence.
 Concrete message uses specific facts and figures.
 It makes use of words that are clear and that build the reputation of the organisation.
 Concrete messages cannot be misunderstood.
 Use specific facts and figures. Whenever possible use concrete facts and figures in place
of general statements.
 Vague statement: Students’ GMAT scores are higher.
 Concrete statement: In 2009 the GMAT scores averaged 600; by 2010 they had
risen to 610.
CONCRETENESS

COURTESY
 Courtesy means being polite, kind, judicious, enthusiastic and convincing.
 Courtesy means taking into consideration both viewpoints as well as feelings
of the receiver of the message.
 Courtesy reflects the nature and character of the sender of the message.
 It is not at all biased.
 Courteous messages help in building goodwill of the organization.
 Be sincerely tactful, thoughtful and appreciative. Offending messages must be
avoided. Omit irritating expressions
 Statement: I rewrote that letter three times the point was clear.
 Courteous: I am sorry the point was not clear.

CORRECTNESS
 Correctness in the communication implies that the correct information is
conveyed through message.
 It also means that there are no grammatical errors in communication.
 It ensures that message is exact, correct and well-timed.
 If the communication is correct, it boosts up the confidence level.
 Correct message has a greater effect on the audience.
 It checks for the preciseness and accuracy of facts and figures used in the
message.
 It makes use of appropriate and correct language in the message.

CORRECTNESS

BARRIERS TO
EFFECTIVE COMMUNICATION
Wrong/Unclarified
Noise Lack of Planning Semantic Problems Cultural Barriers
Assumptions
Socio-Psychological Selective Information

Emotions Filtering
Barriers Perception Overload
Loss by Offensive Style of

Poor Retention Poor Listening Conflict in Goals
Transmission Communication

 Let’s see a Case Study: Open Door Policy: Goodwill Corporation Ltd.

HOW TO IMPROVE COMMAND
OVER SPOKEN & WRITTEN ENGLISH
Command Over Spoken English
Speak English
Read English Practice reading Speak in the Always use a Learn a new with your Start writing
Newspaper loud front of Mirror dictionary word every day friends, siblings, diary
colleagues
Command Over Written English

Expand Your Vocabulary Master English spelling Read regularly Improve your grammar Practice by writing

EFFECTIVE LISTENING
 A study points out that many of us spend 70 to 80 percent of our waking hours
in some form of communication. Of that time, we spend about 9 percent
writing, 16 percent reading, 30 percent speaking, and 45 percent listening.
 What does ‘listening’ mean? It can be defined as the art of hearing and
understanding what someone is saying.
 Each letter of the word LISTEN guides us to become effective listener:-
I : S : Set- T : E :
L : Look N : Note
Identify Up Tune-In Examine

EFFECTIVE LISTENING

EFFECTIVE LISTENING
 Listening is key to all effective communication. Without the ability to listen effectively,
messages are easily misunderstood. As a result, communication breaks down and the
sender of the message can easily become frustrated or irritated.
 Effective listening means concentrating on what the speaker says rather than on how
it is said. Lack of attention and respectful listening can be costly - leading to mistakes,
poor service, misaligned goals, wasted time and lack of teamwork.
 Good listening skills can lead to better customer satisfaction, greater productivity with
fewer mistakes, and increased sharing of information that in turn can lead to more
creative and innovative work.
 Effective listening skills are the mystery that spares employments, relational unions,
and families from breakups and breakdowns.

GUIDELINES TO
EFFECTIVE LISTENING
Look in the Speaker Eyes
Avoid Interrupting and Wait to Introduce at the Right Time
Be Prepared to Listen
Learn to Keep Your Mind from Wandering
Be Open-Minded- No Judging, No Justifying, No Jumping In
Practice the Art of Mirroring
Give Positive Non-Verbal Feedback

BARRIERS TO
EFFECTIVE LISTENING
Information Overload
Personal Concerns
Outside Distraction
Prejudice
Rate of Speech and Thought
Premature Evaluation
Thus, listening well is just as important as speaking well. The two go hand in hand.

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BACHELOR OF BUSINESS ADMINISTRATION

Unit-I: Fundamentals of Communication MS. SHEELA 1NARANG

MS. SHEELA NARANG 2

Needs Proper Understanding

May be Intentional or Unintentional

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Let’s watch a video: https://youtu.be/D-YHC8b6Hjk

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On the basis of On the basis of On the Basis of Mode of

Formal Downward Verbal Non-Verbal

Informal Upward Oral

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 Benefits & Limitations of each type

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Timely and systematic flow of communication

May be oral or written

Accurate & Authentic Information

Reports, Memo, Notices, Letters, Grievances, etc.

Well designed to meet the needs & goals of organisation

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Flow of the information takes place in all directions

Information cannot be fully authentic & dependable

Rapid flow of information

Extends beyond the organisational hierarchy

Gets created automatically without any intended efforts of managers

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• Information is not dependable

Difference between formal & informal communication

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Body Shape & Posture Word Stress Audio/Sound Signals

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• Face is called mirror of

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• Eyes along with

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• The position of our head

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• Standing or sitting erect, leaning

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• It includes clothing, hair, jewellery, cosmetics, etc.

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 Para means ‘like’, Paralanguage is ‘like language’, and paralinguistics is

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• A speaker can change the meaning by putting stress on a word. Example:-

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