Business

Communication
Subject Code: F010303T
Syllabus-Unit 1

Introduction

Meaning and Objective of Business Communication

Forms of Communication

Communication model and process

Principles of Effective Communication

Course Outcomes
 Unit 1
Introduction
 Whatis Communication?
The word communication has been derived from the Latin
word 'communicare' that means ‘to share’.

According to Keith Davis, “The process of passing the

information and understanding from one person to another.”

Communication is the process of exchanging information,

ideas, thoughts, or feelings between individuals or groups
using various methods, mediums, or channels.

It is a fundamental aspect of human interaction and plays a

crucial role in conveying messages, establishing connections,
sharing knowledge, and facilitating understanding.
Whatis Business Communication?
Business communication refers to the exchange of
information, ideas, and messages within a business or
organizational context.

It is a specialized form of communication that focuses on

conveying information relevant to the goals, operations, and
functions of a business entity.

Effective business communication is crucial for the success

of an organization as it facilitates coordination, decision-
making, collaboration, and the achievement of business
objectives.
Characteristics Of
Communication
Two-Way Continuous Dynamic
Communication Process Process

Pervasive Goal Oriented Exchange

Mutual
Understanding
Objectives of Business Communication
Effective Information
Exchange
Facilitate the efficient and
accurate exchange of information
within the organization. This
includes conveying instructions,
sharing updates and distributing
policies
Coordinationand
Collaboration:
Effective communication fosters
teamwork and collaboration by
ensuring that different parts of
the organization work together
seamlessly.
Clarity and
Understanding Decision-Making
Clear communication reduces
Well-communicated
confusion and promotes shared
information assists managers
understanding among team
and leaders in making strategic
members, departments, and
choices, allocating resources,
management levels.
and setting priorities
Customer Relations Enhancing Brand Image
Consistent and well-crafted
Communication with customers
and clients is crucial for building communication contributes to a
strong relationships and meeting positive brandimage.
their needs.
Importance Of Business
Communication
Timely and accurate decisions

Facilitate proper planning and coordination

Overcoming Organizational conflicts

Uninterrupted working

To encourage action and to earn employee loyalty

Helps in decentralization and delegation of authority

Participative working

Binding force

Helps in molding attitudes

Means to achieve end

Enables organization to become dynamic

To face emerging challenges

• Timely and accurate decisions: Communication facilitates
business management to take important decisions at the right
time. The management communicates the organizational
policies, rules and procedures to the lower levels and get
feedback about the performance.

• Facilitate proper planning and coordination:

BusinessCommunication facilitates effective planning and
coordination of activities. One of the important preconditions
in planning is to get the things done and this can be possible
through exchange of ideas, plans and policies.

• Overcoming Organizational conflicts: “Most of the conflicts

in business are not basic but are caused by misunderstanding
and ignorance of the facts.”
• Uninterrupted working: Effective channel of
communication ensures smooth functioning of the under
taking.

• To encourage action and to earn employee loyalty: It is

also meant to increase employee morale and to promote
employee loyalty, cooperation and dedication. It is the
method of persuading people towards the achievement of
common objectives of business.

• Helps in decentralization and delegation of authority:

Communication is the means by which the act of delegation
is accomplished. Decentralization needs an increase in the
communication system.
• Participative working: Democratic functioning of
management requires frequent communication so that the
problems and grievances from the workers, consumers,
shareholders, suppliers of materials, and other categories of
the people who have direct interests in the activities of the
organization could be solved in time.

• Binding force: Business Communication is the force that

binds the people of an organization together since it attains a
common view point and understanding among the people to
work together.

• Helps in molding attitudes: It is the effective business

communication that helps in molding the attitudes of the
workers in order to persuade, convince and influence
behaviour. Business Communication helps to increase
cooperation of employees.
• Means to achieve end: Communication assists in achieving
business goals through inform, connect, educate, stimulate,
persuade, reassure and integrate.

• Enables organization to become dynamic: In today's

business environment organizations must develop ability to
cope with change. Business organization work60 through
mergers, acquisitions, pools, combinations in an
environment where customer loyalty is ever changing,
employees turnover is increasing and capital is moving fast.

• To face emerging challenges: Organizations facing new

situations that ever require a need for new approach to
communication. Due to emerging knowledge, creativity,
innovation and learning- new situations and opportunities
are developing.
7C’s of Effective Communication
7C’s of Effective Communication
1)Clarity: 2) Correctness: 3) Completeness
Your message should Ensure your message is Provide all necessary
be clear and easily accurate in terms of information in your
understood by the grammar, spelling, and message, so it is
audience. Use simple facts. Errors can lead comprehensive and
and straightforward to misunderstandings doesn't leave the audience
language to convey and undermine your with unanswered
your ideas without credibility. questions.
ambiguity. Example-It was wonderful Example: Whensending an
Example: "Pleasesubmit meeting you last weak. email requesting a
your report by Friday" is The error is that weekis meeting, be sure to
clearer than "Could you spelled incorrectly . include the purpose,
maybeget the report to desired date and time,and
mesometime this any relevant details.
week?"
 4)Concreteness 5) Conciseness 6) Consideration:
Use specific details and Express your message Tailor your message to the
examples to make your succinctly and avoid audience's needs,
message more tangible and unnecessary wordiness. interests, and perspective.
relatable, helping the Get to the point without Show empathy and
audience grasp the sacrificing clarity. understanding towards
intended meaning. Example: "Themeeting will their concerns.
Example: "Sales increased by start at 9AM"is concise, Example: Whendelivering
15%in the last quarter" is whereas "Themeeting is bad news to employees,
more concrete than "We scheduled to begin at consider their feelingsand
hada good sales increase approximately 9o'clock in frame the message in a
recently." the morning" is less waythat highlights
concise. potential solutions or
benefits.
7)Courteous:
Communicate with respect and a positive tone. Use polite
language and considerate behavior to create a favorable
impression and maintain positive relationships.
Example: Addressing colleagues andsuperiors using
appropriate titles andusing "please" and"thankyou"in
your communication.
7C’s Of Communication Explanation at a glance

Clarity Emphasizing on a specific message or goal at a time

Completeness Should convey all facts required by the audience

Communicating what you want to convey in least

Conciseness
possible words.
Being particular and clear rather than fuzzy and
Concreteness
general
Message should show the sender’s expression as
Courtesy
well as should respect the receiver.

Correctness No grammatical errors in the communication

Consideration Stepping into the shoes of others

 Principles of EffectiveCommunication
1)Listening: Actively listen to others when they are speaking. Pay attention,
avoid interrupting, and show genuine interest in what they are saying. This
demonstrates respect and helps build stronger connections.
2)Feedback: Encourage and provide feedback. Listen to others' opinions,
concerns, and reactions, and respond appropriately. Feedback allows for
clarification and ensures that the message was understood as intended.
3)Focus on Solutions: When discussing problems or challenges, focus on
finding solutions rather than dwelling on the issues. Collaborative problem-
solving fosters positive communication.
4)Patience: Be patient and understanding, especially when communicating
with someone who might need more time to process information or express
themselves.
5)Avoid Assumptions: Don't assume that the other person knows what you're
talking about. Provide
context and background information as needed to prevent misunderstandings.
 Principles of EffectiveCommunication
5)Empathy: Try to understand and consider the feelings, perspectives, and needs of the person
you are communicating with. Empathy promotes better understanding and helps build rapport.
6)Nonverbal Communication: Be aware of your body language, facial expressions, gestures, and tone
of voice. Nonverbal cues can convey emotions and intentions that complement or even override verbal
messages.
7)Openness: Be open and transparent in your communication. Share relevant information and be
willing to discuss issues openly. This fosters trust and credibility.
8)Respect: Show respect for the opinions, beliefs, and feelings of others, even if you disagree.
Treat others with courtesy and consideration, and avoid confrontational or offensive language.
9)Adaptability: Tailor your communication style and approach based on the preferences and needs
of your audience. Adjust your tone, language, and content to effectively reach different individuals or
groups.
10)Timing: Consider the timing of your communication. Choose appropriate moments for discussions,
presentations, or sharing information, taking into account the other person's availability and mindset.
Scope of Business Communication
1) Internal Communication:
Facilitates collaboration among employees and departments.
Shares company policies, goals, and updates.
Enhances coordination and decision-making within the organization.

2) External Communication:
Connects with customers, suppliers, investors, and the public.
Includes marketing messages, customer support, public relations.
Shapes the organization's image and reputation.

3)Marketing and Sales Communication:

Promotes products, services, and generates sales.
Involves advertising, branding, social media campaigns.
Supports customer relationship management.

4) Business Writing:
Produces clear and professional documents.
Includes reports, proposals, letters, contracts.
Supports effective communication and decision-making.
Scope of Business Communication
5) Presentations and Public Speaking:
Delivers compelling messages to various audiences.
Influences decisions, engages stakeholders.
Essential for internal and external communication.

6)Negotiation and Conflict Resolution:

Facilitates agreements and resolves conflicts.
Key in business deals, employee disputes, partnerships.

7) Leadership Communication:
Guides and motivates employees.
Conveys vision, values, strategies.
Builds a strong organizational culture.

8) Employee Engagement and Feedback:

Fosters a positive work environment.
Gathers employee opinions, enhances morale.
Strengthens employee-manager relationships.
Scope of Business Communication
9)Change Management Communication:
Explains and manages organizational changes.
Addresses concerns, minimizes resistance.

10) Training and Development:

Supports employee skill-building.
Delivers workshops, materials, and training sessions.

11) Ethical Communication:

Upholds honesty, transparency, respect.
Builds trust and credibility with stakeholders.

12) Crisis Communication:

Manages communication during crises.
Provides accurate information, protects reputation.

13)Global and Intercultural Communication:

Bridges cultural and language differences.
Vital for international business operations.
 02
Forms of
Communication
Direction Of Communication
 Forms of Communication
Communication may be in various forms, it may be classified on the following basis:

1) On the basis of Organizational Structure/ formality:

a) Formal Communication
b) Informal Communication

2) On the basis of Parties

a)Internal communication
b) External communication

3)On the basis of Direction

a) Downward Communication
b)Upward Communication c)Horizontal Communication d)Diagonal
Communication

3) On the basis of Mode of Expression/ media

a) Verbal Communication is further divided in two types:
i) Oral Communication
ii)Written Communication
b) Non-verbal Communication
 A. Based on formality/
Organisational structure
• Formal communication: Formal communication is the
process of exchanging information by following the
prescribed or official rules, procedures, systems formalities,
chain of command etc. in the organizational structure.

• Informal communication: Informal communication is

the process of spontaneous exchange of information
among various people of different status in the
organizational structure.
 1)On the basis of Organizational Structure:
a) Formal Communication
b) Informal Communication

a)Formal Communication
• Formal communication is a flow of information through formally established channels in an
organization. These type of communication may be oral or written.
• Mostly controlled by managers
• It is hierarchical in nature and associated with the superior and subordinate relationship
• Generally linked with formal status and position of a person
• It may be upward, downward and horizontal.
Advantages of formal communication
1. Follows the principle of unity of command.
2. The orderly flow of information and in a systematic manner.
3. Helps in fixing responsibilities for better efficiency.
4. Managers have full control of nature and direction of communication.
5. Helps in maintaining authority relationship.
6. The flow of instruction is very specific, clear and definite.
7. Helpful in maintaining direct contact with subordinates.

Disadvantages of formal communication

1) It is a time-consuming process.
2) It lacks personal contacts and relationship.
3) It may be resisted and distorted.
4) It delays the communication message due to the formal procedures.
5) It obstructs the free, smooth and accurate circulation of information.
b) Informal Communication /Grapevine Communication
Informal Communication refers to communication on the basis of personal relations. It is a type of
communication which is unstructured, unofficial and unplanned.It does not follow the formal
channels established by the management.It often flows between friends and intimates and related
to personal rather than ‘positional’ matters. It cannot be demonstrated on the chart and not
regulated by formal rules and procedure.

It is also referred to as grapevine communication. Grapevine communication carries unofficial

information. It is not a reliable source of communication. Managers should be very careful about
such communication.

Informal communication is a result of social interaction and satisfies the natural desire of people to
communicate with each other. Informal communication is helpful in countering the effects of work
fatigue and monotony and serving as a source of job-related information.
Advantages of informal communication:
•It is a flexible channel of communication.
•It creates mutual co-operation.
•It is helpful in building teamwork in the organisation.
•It provides effective feedback to the manager.
•It supplements formal communication.
•If implemented efficiently, it will leads to the success.

Disadvantages of informal communication:

•It creates misunderstanding.
•Due to different perceptions of the persons involved in whispering, chain interpretations
of information may change.
•It is difficult to believe in information as its source cannot be identified.
•It sometimes leads to leak of secret information.
•The information passes through it is inaccurate and distorted.
•It is difficult to control it as its flow and direction cannot be checked.
B. Based on parties
• External communication: External communication is
the process of exchanging information with the people of
various external or outside parties of the organization.
Generally, these parties are a stakeholder of the
organization.
• Internal communication: Internal communication is
the process of exchanging information among the people
of different level or internal participants within the
organization.
C. On The Basis of Direction
• (i) Horizontal communication: Horizontal communication
is the communication where information or messages flows
between or among the parallel or same level or statuses
people of the organizational structure.

Axis Institute of Higher Education, Kanpur 33

 c)Horizontal Communication

When communication takes place between two or more persons who are working
at same levels it is known as horizontal communication.
This type of communication takes place mostly during a committee meeting or
conferences. The main object of such communication is to establish inter-
departmental co-ordination.
Advantages of horizontal communication

• It helps in avoiding duplication of work

• It solves inter-department conflicts
• It facilitates establishing co-ordination between different departments of the
organisation
• Communication process is computed smoothly without any barrier.
• It helps in maintaining social and emotional support among the peer group.

Disadvantages of horizontal communication

• There is a lack of motivation to communicate

• Usually, they hide information due to rivalry between them
• It lacks authoritativeness
(ii) Vertical communication: Vertical communication is the
communication where information or messages flows between
or among the subordinates and superiors of the organization.
• (i) Downward communication: Downward communication
is the communication where information or messages flows
from the top of the organizational structure to the bottom of
the organizational structure.
• (ii) Upward communication: 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.
• (iii) Cross or diagonal communication: Diagonal or cross
communication occurs when information flows between
persons at different levels who have no direct reporting
relationship.
 2) On the basis of Direction
a) Downward Communication
b)Upward Communication
c)Horizontal Communication
d)Diagonal Communication

a) Downward Communication
Communication that takes place from superiors to subordinates in a chain of command is
known as downward communication.
Such type of communication may be in the form of orders, instructions, policies, programmes
etc. It may be written or verbal.

The following messages are induced in this type of communication:

• Work assignment and directions
• Orders, guidance and responsibilities
• Organisation Procedure and practices.
• Instructions
Advantages of downward communication
• It is helpful in controlling the subordinate
• It explains the plans and policies of the organisation to
employees.
• It is a tool to delegate authority
• It is helpful to tie among employees at a different level
• It encourages the effectiveness of upward communication
through feedback
• It helps in preparing the people to introduce change

Disadvantages of downward communication

• It tends to promote one-way communication
•It is time-consuming because information passes through
various levels
•Sometimes a manager may filter the information or hold
back some of the information due to fear that it might be
unpalatable
•As communication takes time, sometimes message
become ineffective and can lose significance
 b) UpwardCommunication

When message are transmitted from

bottom to top of the organisational
hierarchy, it is known as upward
communication.

The main function of upward

communication is to supply
information to top management. It is
essentially participative in nature and
can flourish only in a democratic
organisational environment. It may be
in the form of progress report,
suggestions, grievances, complaints
etc.
Advantages of upward communication
• Management can use feedback effectively in their plan and procedures
• Help subordinate to communicate their views to top management
• It supports innovative ideas and suggestion
•Support in harmony and mutual co-operation among management and
subordinate

Disadvantages of upward communication

• Subordinate provides only favourable information to upper management
• It may be discouraged due to lack of proper response of top management
• It takes a lot of time to pass the message to higher level
• Possibility of wilful manipulation of information to attain personal goals.
• There arise a threat that superior may react negatively
 d) DiagonalCommunication
Diagonal communication is an exchange of information between the persons at a different
level across departmental lines.
This type of communication is used to spread information at different levels of an
organization to improve understanding and co-ordination so as to achieve organisational
objectives.
Thus, where the persons who are neither working in the same department nor has similar
level are communicating, it is said to be diagonal communication. It cuts across the levels of
organisational structure.
Advantages of diagonal communication:
• It increases organisational effectiveness
• It facilitates organisational change
• It creates integrity and harmony in the organisation
• It helps to speed up the action and save time

Disadvantages of diagonal communication:

• It violates the principle of unity of command
• It is an unsystematic manner of communicating.
D. Based on media/Mode of Expression
• Written communication: Written communication is the
process of communication in which messages or information is
exchanged or communicated within sender and receiver through
written form.

• Oral or verbal communication: Oral or verbal

communication is the process of communication in which
messages or information is exchanged or communicated within
sender and receiver through the use of spoken word.

• Non Verbal Communication : Nonverbal communication

is the transmission of messages or signals through a nonverbal
platform such as eye contact, facial expressions, gestures,
posture, and the distance between two individuals.
 b) VerbalCommunication
Verbal Communication is an exchange of information by words either written or oral.
Verbal communication consists of speaking, listening, writing, reading etc. It is the
most preferred mode of communication.

It may be of two types of Verbal Communication:

i) Oral Communication
ii ) Written Communication
i) Oral Communication
When a message is expressed through spoken words, it may be either through face to face
conversations or with the help of electronic mode such as telephone, cellular phone, etc.
It may also be in the form of informal conversation, group discussions, meeting etc. It is a more
effective means of exchange of information because the receiver not only hears the message but also
observes the physical gestures of the speaker.
Advantages of oral communication
• Oral communication is useful in providing good leadership
• It provides an opportunity to participate in all the members in decision making
• It saves time and message reach to the receiver very quickly
• It is an economic source of communications
• It is more effective as body language can be observed along with the hearing of the message
• Reaction can be received easily and quickly
• The message can be conveyed clearly because, in case of any confusion, the clarification can
be sought immediately.

Disadvantages of oral communication

• It requires the presence of both parties, i.e. sender and receiver
• The major drawback of this type of communication is lack of proof, thus it has no legal validity
• It is not suitable when the messages are lengthy
• It does not provide sufficient time for thinking before conveying the message
• It involves a high cost if both parties are at distance place
• The message can be distorted.
ii) Written Communication
When opinions are exchanged in written form, rather than by spoken words, it
is knows as written communication.
It may be expressed through charts, pictures and diagrams. It includes
newspapers, reports, letters, circulars magazines etc. While using written
communication, words should be select very carefully because message ones
sent can not be altered. it is formal in nature and cannot be overlooked.
Advantages of written communication
• It provides a future reference: it becomes a permanent record and beneficial for formulating new policies.
•It is accurate. Mistakes are not likely to occur as it is open for verification and its authenticity can be
checked.
• It does not require the physical presence of both parties.
• It ensures transmission of information in a uniform manner
• It is useful to transmit complex information and it facilitates the allocation of responsibilities
• It usually removes conflicts and misunderstanding
• It facilitates to convey a message to a large number of persons at the same time
• Written communication is acceptable as a legal document.

Disadvantages of written communication

• It is a time and money consuming way of communication
•It lacks secrecy because message passes through various hands, thus, it is said to be a double-edged
weapon
• It is not useful in emergency circumstances
• It has no chance to alter the message ones transmitted
• It is not possible to get immediate feedback
• It becomes unimpressive if drafted poorly
• It may be interpreted in the wrong manner
• It requires unnecessary formalities.
 a) Non-verbal Communication
b) Verbal Communication is further divided in two types:
i)Oral Communication
ii)Written Communication

3)On the basis of Mode of Expression

a) NonVerbalCommunication
Communication through expressions, gestures or posture is nonverbal communication. It refers to the flow
of information, through facial expressions, tone of voice and other body movements.
In other words, it is a type of communication other than words. It conveys the feeling, emotions, attitude of a person to
another. A person can communicate his feeling to others quickly and economically by using a non-verbal form of
communications. This does not require the use of words as a person can express his feelings by his body language.

Some important nonverbal communication are:

1. Kinesics: Gestures,Hand movements ,Posture, Gesture, Eye Contact, etc.

2. Proxemics: Personal Space and Distance
3. Haptics:Touch and Physical Contact also has an impact on communication.
4. Para Language: Voice, Volume, Pause, Pitch, Proper stress etc
5. Chronemics:The use of time in communication is called chronemics.
Advantages of non verbal Communication:
• Message may be conveyed quickly
• It is an economic way of communications
• It creates better-understanding

Disadvantages of non verbal Communication:

• Expressions and gestures are seen by anyone so it lacks

secrecy.
•It creates misunderstanding due to non-understanding of the
gestures
• It requires the physical presence of both parties
• Long and detailed message cannot be conveyed
• The meaning of gesture changes according to time and
place, thus it is difficult to understand universally
• There is no written proof in case of any dispute in future.
 03
Communication
Model and Process
Communication Process
Communication Process
• Sender: The sender or the communicator is the person who
initiates the conversation and has conceptualized the idea that
he intends to convey it to others.

• Encoding: The sender begins with the encoding process

wherein he uses certain words or non-verbal methods such as
symbols, signs, body gestures, etc. to translate the
information into a message. The sender’s knowledge, skills,
perception, background, competencies, etc. has a great impact
on the success of the message.

• Message: Once the encoding is finished, the sender gets the

message that he intends to convey. The message can be
written, oral, symbolic or non-verbal such as body gestures,
silence, sighs, sounds, etc. or any other signal that triggers
the response of a receiver.
• Communication Channel: The Sender chooses the medium
through which he wants to convey his message to the recipient.
It must be selected carefully in order to make the message
effective and correctly interpreted by the recipient. The choice
of medium depends on the interpersonal relationships between
the sender and the receiver and also on the urgency of the
message being sent. Oral, virtual, written, sound, gesture, etc.
are some of the commonly used communication mediums.

• Receiver: The receiver is the person for whom the message is

intended or targeted. He tries to comprehend it in the best
possible manner such that the communication objective is
attained. The degree to which the receiver decodes the message
depends on his knowledge of the subject matter, experience,
trust and relationship with the sender.
• Decoding: Here, the receiver interprets the sender’s message
and tries to understand it in the best possible manner. An
effective communication occurs only if the receiver
understands the message in exactly the same way as it was
intended by the sender.

• Feedback: The Feedback is the final step of the process that

ensures the receiver has received the message and interpreted it
correctly as it was intended by the sender. It increases the
effectiveness of the communication as it permits the sender to
know the efficacy of his message. The response of the receiver
can be verbal or non-verbal.
Communication Models
Models of Communication

1) Linear Model
a)Aristotle’s Model
b)Laswell’s Model
c) The Shannon-Weaver Model
d) Berlo’s S-M-C-R Model

2) Interactive Model
a) The Osgood-Schramm Model
b) The Westley and Maclean Model

3) Transactional Model
a) Barnlund’s Transactional Model
b) Dance’s helical Model
Models of Communication
Linear Model
The linear model is a simple,
one-way communication
process where information
flows in a straight line from
a sender to a receiver. It
emphasizes the sender's
role in conveying a message
to the receiver without
much consideration for
feedback or interaction.
Interactive model Transactional Model
The interactive model adds
an important element to The transactional model
the communication considers communication
process – feedback. This as a dynamic and
model acknowledges that simultaneous exchange
communication is a two- at the same time of
way process where both messages between
the sender and receiver sender and receiver. Both
have active roles. parties are seen as
actively participating
1.Linear Communication Model
The linear model is a simple, one-way communication process where information
flows in a straight line from a sender to a receiver. It emphasizes the sender's role in
conveying a message to the receiver without much consideration for feedback or
interaction
a)Aristotle Model
❑ Aristotle, a Greek philosopher, proposed one of the earliest models of communication.
This is a linear model for one way communication.
❑ The elements of this model are-Speaker,Speech,Audience and effect.
❑ This model is used in public speaking.
❑He identified three essential elements in communication: ethos (credibility of the speaker
how much we trust and believe the person talking to us), pathos (emotional appeal of the
speaker), and logos (logical reasoning behind what he is speaking).
❑ According to Aristotle, effective communication involves the speaker's ability to
establish credibility, evoke emotions, and present a logical argument.
• Three elements that will improve communication:
➢ Ethos (credibility)
➢ Pathos (ability to connect)
➢ Logos (logical argument)
• Aristotle’s model does not pay attention to the role of
feedback in communication.
b) Laswell's Model
Harold D. Lasswell, a communication scholar, introduced a basic communication model
that focuses on five key questions about the communication process: Who (sender),
Says What (message), In Which Channel (medium), To Whom (receiver), With
What Effect (impact). This model emphasizes the role of these components in the
communication process and their interrelation.
 LASSWELL’S MODEL
• Tries to understand a communication event by asking five important
questions.
➢ Who created the message,
➢ What they said,
➢ Channel they said it through (e.g T.V, Blog)
➢ Who they said it to
➢ What effect it had on the receiver

• This model is effective because:-

• Provides a very simple and practical way of critiquing (evaluate) a
message.
• Exploring five important elements that can help explain the event
under analysis in more detail.
c) TheShannon-WeaverModel:
Claude Shannon and Warren Weaver, electrical engineers, developed a widely
recognized model in the field of information theory. This model focuses on the
transmission of a message from a sender to a receiver through a channel. It
includes elements like the source (sender), encoder, signal, noise, channel,
decoder, and destination (receiver). The model highlights the importance of
reducing noise for effective communication.
 d) Berlo’s S-M-C-R model
David Berlo, a communication theorist, introduced a model that emphasizes that the characteristics
of source and receiver impact communication. The model stands for Source (sender), Message,
Channel, Receiver, and emphasizes the role of the receiver's field of experience in understanding
the message. Berlo's model recognizes that communication is not just about transmitting a
message but also about how it is received and understood based on the receiver's background.
 BERLO’S S-M-C-R MODEL
• In 1960, David Berlo postulated Berlo’s SMRC Model of
communication from Shannon Weaver’s Model of
communication.
• He describes factors affecting the individual components in the
communication making the communication more efficient.
• The model also focuses on encoding and decoding which
happens before sender sends the message and before receiver
receives the message respectively.
• Berlo’s model has mainly four components to describe the
communication process. They are Sender, Message, Channel and
Receiver. Each of this component is affected by many factors.
Berlo’s model includes a number of factors
under each of the elements:
I. Source: The source is situated where the message
originates.
• Communication skills – It is the skill of the individual to
communicate. For example, the ability to read, write, speak,
listen etc.
• Attitudes – This includes attitudes towards the audience,
subject and towards oneself. For example, for the student, the
attitude is to learn more and for teachers, it is to help teach.
• Knowledge– Communicating also means that the person needs
to be knowledgeable about the subject or topic. For e.g. a
teacher needs to know about the subject in detail that he or
she teaches so that they can communicate properly such that
the students understand here.
• Social system – The social system includes the various
aspects of society like values, beliefs, culture, religion and a
general understanding of society. It is where the
communication takes place. For example, classrooms differ
from country to country just like people’s behaviours and how
they communicate, etc.
• Culture - Culture of a particular society also comes under the
social system.
II. Message
• Content – The body of a message, from the beginning to the
end, comprises its content. For example, whatever the class
teacher teaches in the class, from beginning to end, is the
content of the message.

• Elements – It includes various things like language, gestures,

body language, etc. They constitute all the elements of a
particular message. Any content is accompanied by some
elements.

• Treatment – It refers to the packing of the message and the

way in which the message is conveyed or the way in which it is
passed on or delivered.
• Structure– The structure of the message refers to how it
is arranged; the way people structure the message into
various parts.

• Code– The code of the message refers to the means

through which it is sent and in what form. It could be, for
example, language, body language, gestures, music, etc.
Even culture is a code. Through this, people give and
receive messages and communication takes place.
III. Channel
Channel– It refers to the five sense organs. The following are the
five senses:
• Hearing: The use of ears to receive the message. For example,
orally transmitted messages, interpersonal communication etc.
• Seeing: Visual channels, for example, Watching television so
the message is conveyed through the scene/film.
• Touching: The sense of touch can be used as a channel to
communicate. For example, we touch, buy food, hugging our
loved ones etc.
• Smelling: Smell also can be a channel to communicate. For
example, perfumes, food, fragrances etc. Charred smell
communicates something is burning. People can deduct which
food is being cooked by its smell etc.
• Tasting : The tongue is a muscular organ used in the act of eat
and taste food. For example, while a food is being shared, the
communication can happen regarding its taste.
IV. Receiver
• The receiver needs to think all the contents and
elements of the source, so as to
communicate/responds to sender effectively.;
• Berlo’s model believes that for effective
communication to take place, the source and the
receiver need to be on the same level. Only then
communication will happen or take place properly.
Hence, the source and the receiver should be similar.
• For example, if the communication skill of the source
is good, then the receiver should have equally good
listening skills.
2) Interactive Model
The interactive model adds an important element to the communication
process – feedback. This model acknowledges that communication is a two-
way process where both the sender and receiver have active roles.
a) OsgoodSchrammCommunication Model
Charles E. Osgood and Wilbur Schramm expanded on the circular nature of
communication. Osgood-Schramm's model of communication is known as
a circular model because it indicates that messages can go in two directions.
Hence, once a person decodes a message, then they can encode it and send a
message back to the sender. They could continue encoding and decoding into a
continuous cycle. He added the notion of field of experience in his theory.
• The Osgood-Schramm model of communication is defined as
a circular model that shows that messages go in two
directions. The model has four key principles:
(1) Communication is circular not linear;
(2) Communication is usually equal and reciprocal;
(3) Messages require interpretation;
(4) There are three steps for communicating: encoding,
decoding and interpreting.
• This model is best for explaining and examining personal
synchronous communication where feedback is
immediate.(such as face to face discussions)
• As feedback is immediate, noise can be reduced through
ongoing clarifications of message during the conversation.
b)WestleyandMacleanCommunicationModel
Developed by Bruce Westley and Malcolm S. Maclean, Communication begins only when a
person receives message from surroundings. Each receiver responds to the message they
received based on their background.
Example-A Daily News Papers will receive many Press releases from many Public Relations
Agencies on behalf of their clients. In this case, News paper will publish the selected Press
release due to the space constraints. Then, Readers can directly respond to the client or they can
respond to the News daily which published in the Newspaper. If Readers responded to daily News
paper, it will communicate the feedback to concerned PR Agency.
 THE WESTLEY AND MACLEAN
MODEL
• Communication is seen to start with environmental factors
which influence someone to speak.
• It believes the communication process doesn’t start at the
sender. Rather, it starts with environmental factors that
influence the sender.
• It can account for both interpersonal and mass communication.
• It also acknowledges the role of feedback in communication.
1. Environment (X)
Communication starts with the environment around the speaker. Some stimulus
in the environment will motivate the person to create a message and send it out.
E.g. The culture or society in which you live.

2. Sensory Experiences (XI)

The speaker experiences something in their environment in some way or
another, which motivates them to send their message.
E.g. Watching television, Hearing something from a friend.

3. Source (A)
The source is the person who sends the message. A sender may be a person
talking one-to-one with their friend (interpersonal communication). They may
also be a newscaster sending a message to millions of people (mass
communication).
E.g. Social media influencers, Instagrammers, Bloggers, Teachers sending
a message to their students.
4. Object of Orientation of the Source (X2)
The object of orientation of the source is the subjective beliefs or
experiences of the person sending the message.
E.g. A feminist (A), who is concerned with how women are represented
in the environment (XI) which impacts how she sends her message.

5. Receiver
The receiver is the person who gets the message.
E.g. A person watching TV receives a message from their television.

6. Object of Orientation of the Receiver (X3)

The object of orientation of the receiver is the subjective beliefs or
experiences of the person receiving the message. The receiver will decode a
message using their own personal perspectives.
E.g. A critical thinker, who is skeptical of the messages they see on TV.
7. Feedback
The Westley-Maclean model sees feedback loops as important for
influencing how messages are sent. This makes this model a circular
model.

8. Gatekeepers
Gatekeepers are more common in mass communication than
interpersonal communication. They are the editors of messages before
they are passed on to the receiver.
E.g. A newspaper editor who makes sure the grammar and spelling
are accurate.

9. Opinion Leaders
Westley and Maclean believe one key person in the mass
communication process is an opinion leader. This person may have an
oversized influence as an environmental factor (X) upon the message
sender (A).
E.g. Celebrities who have large followings of fans.
3) Transactional CommunicationModel
The transactional model considers communication as a simultaneous exchange of messages
between sender and receiver. It is two way communication at the same time. Example- a
face-to-face meeting, a telephone conversation etc.
a)Barlund’s communicationModel
Barnlund’s Transactional Model explores interpersonal, immediate-feedback
communication, and is a multi-layered feedback system. This model includes
the role of cues(signals) in impacting our messages. So, Barnlund
differentiates between:

1. Public cues (environmental cues),

2. Private cues (person’s personal thoughts and background), and
3. Behavioral cues (person’s behavior, that can be verbal and nonverbal).
 BARNLUND’S TRANSACTIONAL
MODEL
• This model explores interpersonal, immediate-feedback
communication.
• Central to this approach is the idea that feedback for the sender is
the reply for the receiver.
• Also highlights the role of “cues” in impacting our messages.
✓Public cues are environmental cues
✓Private cues which are person’s personal thoughts and
background.
✓With this emphasis on cues, Barnlund’s model highlights the
factors that influence that we think and say.
b) DanceHelical Model
According to Dance’s Helical Model, communication is seen as a
circular process that gets more and more complex as communication
progresses.
 DANCE ‘S HELICAL MODEL
• Dance’s Helical Model builds on circular models by
explaining how we improve our messages over time by using
feedbacks.
• When we communicate with others, their feedback will
influence our next statement.
• We become more knowledgeable with each cycle of
communication, enabling up to ‘expand our circle’, as
represented by the increasingly wider and wider circles.
• The movement up the spiral indicates that each
communication practice is new and different from the
previous, as communication does not ever perfectly repeat
itself.