WHY COMMUNICATION IS

IMPORTANT
Communication is important
Communication is important for your success in
profession and business.
Business communication is more objective systematic
and concise than creative and personal communication.
The apparent simplicity of communication is
deceptive. Skilled communication contains extensive
and complex body of knowledge including
semantics(the study of word choice) linguistics ( the
study of language), rhetoric (the study of writing and
speaking effectively) psychology, sociology, graphic
design and even computer science.
Theories of Communication
Electronic Theory or Linear Model
Social Environment Theory
Rhetorical Theory
Electronic Theory

In Electronic theory the

message begins with an
information source, the
mind of the sender (writer
Communicator as sender Receiver
or speaker) who encodes a
message into words and
sentences. This message
is transmitted as a signal Message

(marks on paper or sound

waves). The receiver
(listener or reader)
decodes the message.
Social Environment Theory
Communication works Environment
in a social context or
culture. Rules of the
environment have to be
understood. Communicator
Message
A good presentation Receiver
may fail if the speaker is Response
not sensitive to the rules
of the group to whom
S/he is speaking.
Rhetorical Theory
Communication is not
linear but circular not Communicato

just sending a message

Message
r

to be received but
producing a response,
not just static but Audience

dynamic.
Effectiveness of
communication depends Response

on the results one

achieves.
Communication is a process
Communication is a process. It is dynamic and on
going rather than static and stationery. Effective
communication is not a one way monologue aimed at
receiver. Rather it is a two-way dialogue that changes
both the sender and the receiver.
Food for thought
 Describe an experience you had that shows how two people
can interpret the same message in two different ways. How
could effective communication have avoided this situation.
 Give an example of a magazine or television advertisement
that relies heavily on the connotation of the words or visual
images that it uses. How can a similar awareness of semantics
help you influence a business semantics.
 Analyze the following TV ads especially its emotional and non
verbal aspects:
 Sattar Edhi’s appeal to people to polio vaccinate their children
 Shahid Afridi displaying his thick sleek hair
 Waseem Akram showing proudly a mobile phone
Reference:
Mary Munter Business Communication: Strategy and Skill Dartmouth College 1987