Internal and External

Communication
Effective Communication
Communication is the transferring of a message from the sender to the receiver, who
understands the message.
Internal communication is between two members of the same organizations. Example:
communication between departments, notices and circulars to workers, signboards and labels
inside factories and offices etc.
External communication is between the organization and other organizations or individuals.
Example: orders of goods to suppliers, advertising of products, sending customers messages
about delivery, offers etc.
Communication Process
Effective communication involves:
•A transmitter/sender of the message
•A medium of communication eg: letter, telephone conversation, text message
•A receiver of the message
•A feedback/response from the receiver to confirm that the message has been received
and acknowledged.
One-way and two-way communication
One-way communication involves a message which does not require a feedback. Example:
signs saying ‘no smoking’ or an instruction saying ‘deliver these goods to a customer’
Two-way communication is when the receiver gives a response to the message received.
Example: a letter from one manager to another about an important matter that needs to be
discussed. A two-way communication ensures that the person receiving the message understands
it and has acted up on it. It also makes the receiver feel more a part of the process- could be a
way of motivating employees.
The direction of communications
Downward communication: messages from managers to subordinates i.e. from top to bottom
of an organization structure.
Upward communication: messages/feedback from subordinates to managers i.e. from bottom
to top of an organization structure
Horizontal communication occurs between people on the same level of an organization
structure.
Methods of Communication
Verbal methods (eg: telephone conversation, face-to-face conversation, video conferencing, meetings)
Advantages:
• Quick and efficient
• There is an opportunity for immediate feedback
• Speaker can reinforce the message- change his tone, body language etc. to influence the listeners.
Disadvantages:
• Can take long if there is feedback and therefore, discussions
• In a meeting, it cannot be guaranteed that everybody is listening or has understood the message
• No written record of the message can be kept for later reference.
 Methods of Communication
Written methods (eg: letters, memos, text-messages, reports, e-mail, social media, faxes, notices, signboards)
Advantages:
• There is evidence of the message for later reference.
• Can include details
• Can be copied and sent to many people, especially with e-mail
• E-mail and fax is quick and cheap
• Disadvantages:
• Direct feedback may not always be possible
• Cannot ensure that message has been received and/or acknowledged
• Language could be difficult to understand.
• Long messages may cause disinterest in receivers
• No opportunity for body language to be used to reinforce messages
Methods of Communication
Visual Methods (eg: diagrams, charts, videos, presentations, photographs, cartoons, posters)
Advantages:
•Can present information in an appealing and attractive way
•Can be used along with written material (eg: reports with diagrams and charts)
Disadvantages:
•No feedback
•May not be understood/ interpreted properly.
Methods of Communication
•Speed: if the receiver has to get the information quickly, then a telephone call or text
message has to be sent. If speed isn’t important, a letter or e-mail will be more
appropriate.
•Cost: if the company wishes to keep costs down, it may choose to use letters or face-to-
face meetings as a medium of communication. Otherwise, telephone, posters etc. will be
used.
•Message details: if the message is very detailed, then written and visual methods will
be used.
•Leadership style: a democratic style would use two-way communication methods such
as verbal mediums. An autocratic one would use notices and announcements.
Methods of Communication
•The receiver: if there is only receiver, then a personal face-to-face or telephone call will
be more apt. If all the staff is to be sent a message, a notice or e-mail will be sent.
•Importance of a written record: if the message is one that needs to have a written
record like a legal document or receipts of new customer orders, then written methods
will be used.
•Importance of feedback: if feedback is important, like for a quick query, then a direct
verbal or written method will have to be used.
Types of Communication
Formal communication is when messages are sent through established channels using
professional language. Eg: reports, emails, memos, official meetings.
Informal communication is when information is sent and received casually with the use of
everyday language. Eg: staff briefings. Managers can sometimes use the ‘grapevine’ (informal
communication among employees- usually where rumours and gossips spread!) to test out the
reactions to new ideas (for example, a new shift system at a factory) before officially deciding
whether or not to make it official.
Communication barriers
Communication barriers are factors that stop effective communication of messages.
Some examples of communication barriers are
Problems with the sender
•Difficult/technical language is used – The sender needs to use language that could be
understandable by the sender
•The sender speaks too quickly or not clear enough – The sender should ensure that the message is
clear
•The sender sends the wrong message or sends it to the wrong receiver – The sender must make
sure that the right person is being sent the correct message
Communication barriers
Problems with the communication channel
•The wrong communication channel was used (e.g. important letter placed on board that does not
get seen) – The appropriate communication method must be selected
•No opportunity for feedback – Sender uses a one-way communication channel which does not
allow receiver to contribute ideas
•Long chain of command – Message needs to be sent through a long chain of command where the
message could be changed