Communication Model

and Directions
Session 6

Business Communication
Objectives

At the end of the module, students are expected to:

• Describe the application of the communication

model in business setting
• Differentiate formal and informal communication
• Illustrate the different directions of
communication
Business Communication Defined

• Any action undertaken to promote an idea, product, service or organization,

internally or externally, with the objective of propagating the cause of the
business by creating value or making a sale.

• A process of transmitting information and thoughts between various parts of

an organization and people outside the organization
Communication Model

Stimulus Filter Message Medium Destination

Step 1. A Feedback Step 5. The

stimulus
creates a message
Step 2. Our Step 4.
need to Step 3. We reaches its
knowledge, Select the
communicate formulate destination
experience, and form of the
(encode) a and, if
viewpoints act as message
verbal or successful, is
a filter to help us
nonverbal perceived
interpret (decode)
response to accurately by
the stimulus
the stimuli the reader
The Story of Dave Kaplan

Dave Kaplan, a chemical engineer at Industrial Chemical Inc.

Dave developed the Ultra Light, a flat, electroluminescent
sheet of material that serves as a light source. Dave could see
the enormous business opportunity offered by a paper-thin
light fixture such as Ultra Light, which was bendable and
could be produced in a variety of shapes and sizes.

The market for lighting is vast, and Dave, even though at the
time an engineer and not a businessman, felt the sting of
inventing a device that had great potential but that belonged
to somebody else (Industrial Chemical Inc.). He had proposed
to the company about this light source as a business
opportunity. He was disappointed in IC’s eventual decision not
to manufacture and market this product.
Communication Model

Stimulus Filter Message Medium Destination

Feedback: Marc listens

and gives Dave his
reaction

Step 1. David Feedback Step 5. His

receives a
memo from brother
Step 2. David Step 4. He
the head of Step 3. David receives the
interprets the telephones
R&D decides to call
memo to mean Marc
relay this
that IC has no
information to
interest in his
his brother
invention
Communication Model

Stimulus Filter Message Medium Destination

Feedback: Marc was

challenged by David’s remarks
and listened to his brother’s
proposal
Step 1. Marc
receives a
Feedback Step 5. Marc
call from his had stayed on
Step 2. Marc had Step 4.
brother Step 3. David the phone to
filtered Dave’s David
knew that his listen to David
message continues
brother was
because he knew to use the
not interested,
his brother was a phone to
he had
scientist and not talk to
changed his
a businessman Marc
message
accordingly.
Directions of Communication

Organization Chart

• Formal • Informal
President: David
Communication Kaplan Communication Network
Network
Transmission of information It is also known as grapevine.
through official channels It transmits information
within the organization Vice President,
Administration:
through non-official channels
Diana Coleman within the organization

Human
Finance Lead: OIS Lead: Eric
Resources Lead:
Larry Haas Fox
Jean Tate

Human
Finance: Carlos
Resource: Jenny OIC: Kim Hicks
Peterson
Cooper
Directions of Communication: Formal Communication
Network
Organization Chart

U President: David
P Kaplan DO
W W
A N
R W
D AR
Vice President, D
C Administration:
O Diana Coleman CO
M M
M M
U UN
N Human
Finance Lead: OIS Lead: Eric
CR

I Resources Lead: I
Larry Haas Fox
OS

C Jean Tate CA
T
S

A
CH

T I
AN

I ON
O
NE

Human
N Finance: Carlos
L

Resource: Jenny OIC: Kim Hicks

Peterson
Cooper

HORIZONTAL COMMUNICATION
Directions of Communication: Informal Communication
Network
Organization Chart
• The grapevine
• Most is pervasive. It
President: David
Kaplan exists at all
information
levels in the
passed along
organization
the grapevine is
business • The grapevine
related, and Vice President, is most active
Administration:
most of it is Diana Coleman when change is
accurate
• Information taking place
moves rapidly
along the
Human
grapevine Resources Lead:
Finance Lead: OIS Lead: Eric How can an
Larry Haas Fox
Jean Tate organization
• Grapevine is a stop this type of
normal, often communication
vital part of Human
Finance: Carlos
network?
every Resource: Jenny OIC: Kim Hicks
Peterson
Cooper
organization
Directions of Communication in Action

• Each group will be assigned a

topic to role play and should
be able to illustrate how the
directions of communication
work

• Each group will be given 5

minutes to prepare their
scenario, and 2 minutes to
execute it in class
Report Assignment:

• Research the different channels of communication and

provide examples for each

• Identify the advantages and disadvantages of the use of each

channel

• Identify the ideal audience and message to use for each of the
channels
End of Lesson

QUESTIONS?