(UNIT – 1)

Presented By :

DR. RICHA SHUKLA

WHAT IS COMMUNICATION?
 COMMUNICATION DEFINITION

Communication refers to an exchange of facts, ideas,

opinions or emotions by two or more persons.
Newman & Summer
 BUSINESS COMMUNICATION

Business communication is the sharing of information

between people within an organization that is performed for
the commercial benefit of the organization.
 PURPOSE OF COMMUNICATION
1. Flow of Information:
Relevant information must flow continuously from top to bottom and vice versa. The staff at all levels must be
kept informed about the organizational objectives and other developments taking place in the organization. A
care should be taken that no one should be misinformed. The right information should reach the right person, at
right time through the right person.
2. Coordination:
It is through communication the efforts of all the staff working in the organization can be coordinated for the
accomplishment of the organizational goals.
3. Learning Management Skills:
The communication facilitates flow of information, ideas, beliefs, perception, advice, opinion, orders and
instructions etc. both ways which enable the managers and other supervisory staff to learn managerial skills
through experience of others.
 PURPOSE OF COMMUNICATION
4. Preparing People to Accept Change:
The proper and effective communication is an important tool in the hands of management of any
organization to bring about overall change in the organizational policies, procedures and work style and
make the staff to accept and respond positively.
5. Developing Good Human Relations:
Managers and workers and other staff exchange their ideas, thoughts and perceptions with each other through
communication. This helps them to understand each other better.
6. Ideas of Subordinates Encouraged:
The communication facilitates inviting and encouraging the ideas from subordinates on certain occasions on
any task. This will develop creative thinking. Honoring subordinates’ ideas will further motivate them for
hard work and a sense of belonging to the organization will be developed. It will provide them with the
encouragement to share information with their superiors without hesitation.
PROCESS OF COMMUNICATION
CHARACTERISTICS OF SUCCESSFUL COMMUNICATION
 IMPORTANCE OF COMMUNICATION IN MANAGEMENT

1) Basis of Decision-Making and Planning : Enables the management to secure information

without which it may not be possible to take any decision. The quality of managerial
decisions depends upon the quality of communication. 
2) Smooth and Efficient Working of an Organization : Through communication that the
management changes and regulates the actions of the subordinates in the desired direction.
3) Facilitates Co-Ordination: Communication through exchange of ideas and information
helps to bring about unity of action in the pursuit of common purpose. It binds the people
together and facilitates co-ordination.
4) Increases Managerial Efficiency:  Management conveys its goals and desires, issues
instructions and orders, allocates jobs and responsibility and evaluates performance of
subordinates.
 5) Promotes Co-operation and Industrial Peace: Effective communication creates mutual understanding
and trust among the members of the organization. It promotes co-operation between the employer
and the employees. Without communication, there cannot be sound industrial relations and industrial peace.
It is only through communication that workers can put in their grievances, problems and suggestions to the
management.
6) Helps in Establishing Effective Leadership: Communication is the basis of effective leadership. There
cannot be any leadership action without the effective communication between the leader and the led.
Communication is absolutely necessary for maintaining man to man relationship in leadership. It brings the
manager (leader) and the subordinates (led) in close contact with each other and helps in establishing
effective leadership.
7) Motivation and Morale: Communication is the means by which the behavior of the subordinates is
modified and change is effected in their actions. Through communication workers are motivated to achieve
the goals of the enterprise and their morale is boosted. Although motivation comes from within yet the
manager can also motivate people by effective communication, e.g., proper drafting of message, proper
timing of communication and the way of communication, etc.
8) Increases Managerial Capacity: Effective communication increases managerial capacity too. A manager
is a human being and has limitations as to time and energy that he can devote to his activities. He has to
assign duties and responsibilities to his subordinates. Through communication, a manager can effectively
delegate his authority and responsibility to others and thus, increases his managerial capacity.
9) Effective Control: Managerial function of control implies the measurement of actual performance,
comparing it with standards set by plans and taking corrective actions of deviations, if any, to ensure
attainment of enterprise objectives according to preconceived and planned acts. Communication acts as a
tool of effective control. The plans have to be communicated to the subordinates, the actual performance
has to be measured and communicated to the top management and a corrective action has to be taken or
communicated so as to achieve the desired goals. All this may not be possible without an efficient system
of communication.
10) Job Satisfaction: Effective communication creates job satisfaction among employees as it increases
mutual trust and confidence between management and the employees. The gap between management and
the employees is reduced through the efficient means of communication and a sense of belongingness is
created among employees. They work with zeal and enthusiasm.
11) Democratic Management: Communication is also essential for democratic management. It helps to
achieve workers participation in management by involving workers in the process of decision making.
12) Public Relations: In the present business world, every business enterprise has to create and maintain a
good corporate image in the society. It is only through communication that management can present a good
corporate image to the outside world. Effective communication helps management in maintaining good
relations with workers, customers, suppliers, shareholders, government and community at large.
CLASSIFICATION OF COMMUNICATION
COMMUNICATION STRUCTURE IN ORGANISATION
 CRISIS COMMUNICATION

Crisis Communication refers to a special wing which deals with the reputation of
the individuals as well as the organization. Crisis communication is an initiative
which aims at protecting the reputation of the organization and maintaining its
public image. Various factors such as criminal attacks, government
investigations, media enquiry can tarnish the image of an organization.

Crisis Communication specialists fight against several challenges which tend to

harm the reputation and image of the organization.
 CRISIS COMMUNICATION PROCESS
1) Employees should not ignore any of the external parties and important clients Come out, meet them and discuss
the problem with them. There is nothing to be ashamed of. If needed, seek their help. Media must not be ignored.
Answer their questions. Avoiding media makes situation all the more worse.
2) Don’t criticize individuals. Show a feeling of care and concern for them. Share their feelings and encourage them not to
lose hope. Encourage them to deliver their level best. Put yourself in their place. Respect them and avoid playing blame
games.
3) Effective communication must be encouraged at the workplace during emergency situations. Employees should
have an easy access to superior’s cabins to discuss critical issues with them and reach to a mutually acceptable solution.
4) Information must flow across all departments in its desired form. One should not rely on mere guess works or
assumptions during crisis. Make sure the information you have is accurate.
5) Crisis communication specialists must learn to take quick decisions. Remember one needs to respond quickly and
effectively during unstable situations. Think out of the box and devise alternate plans for the smooth functioning of
organization.
6) Make sure information is kept confidential. Serious action must be taken against employees sharing information and
data with external parties. Such things are considered highly unprofessional and unethical and spoil the reputation of the
organization.
7) The superiors must evaluate performance of employees on a regular basis. Ask for feedbacks and reports to know
what they are up to. Conduct surprise audits to track performance of employees.
 BARRIERS TO
COMMUNICATION
PHYSIOLOGICAL BARRIERS
ENVIRONMENTAL BARRIERS
PSYCHOLOGICAL BARRIERS
SOCIAL & CULTURAL BARRIERS
SEMANTIC BARRIERS
ORGANISATIONAL BARRIERS
COMMUNICATION PROCESS – RELATED BARRIERS