Lecture 1

“Communication Skills”
ENG134
“ The Communication Process”
By: Mr. Zakirullah

Lecturer, Department of English
KUST
Topic: The Communication Process
Outline
 Communication
Definition
 Types of Communication
 Verbal Communication
 Non-Verbal Communication
 Written Communication
 The Seven C’s of Communication
Course: Communication Skills ENG134 -- Instructor: Mr. Zakirullah, Lecturer. Department of English, KUST -- Email: zakir@kust.edu.pk
What is Communication?
• Communication is a Latin word which means ‘to share’.
• It is the sharing of information, ideas, concepts, imaginations,

behaviors and written content between different individuals.
• Communication can be defined as the process of transmitting

information and common understanding from one person to
another (Keyton, 2011).
Important Elements of Communication

• There are three elements necessary to conduct a communication.
• the sender
• a channel
• a recipient.
• A sender is a person who encodes and sends the message to the
expected receiver through an appropriate channel.
• A channel is a medium through which a message is sent or received
between two or more people.
• A receiver is an individual or a group of individuals intended to
receive, decode & interpret the message sent by the sender.
Steps of Communication
Technically the communication process is split into four major steps.
• This includes
• The Message
• Encoding
• Decoding
• Feedback
 The thought is the subject of information that exists in sender’s mind.
 Encoding refers to the encryption of ideas from the perspective of the
sender.
 Decoding refers to the interpretation of information from the
perspective of the receiver.
 Feedback is the response or reaction of the receiver, to a message, is
called ‘feedback’.
 Communication can be a one-way or two-way process.

 When the information conveyed by the sender is received by the
recipient, this states for the completion of a one-way process.
 If the recipient formulates a message in reply to sender’s message,
then communication becomes a two-way process.
 Media content is an example of one-way communication, in which
the receiver is not required to respond back, but he only receives the
information.
Types of Communication
There are different kinds of information. The three major types are verbal, non-verbal and written
communication.
Verbal communication
Verbal communication is the
sharing of information
Non-verbal communication through speech
When there is no use of words,
and the recipient understands
Written communication
what the sender is asking, then
Written communication
it is known as non-verbal
includes the kind of
communication.
information transfer where the
encoding of a message is done
in written form.
Spoken or Verbal Communication
 It occurs through the medium of spoken or when we engage in

speaking with others.
A combination of several words is used & each words conveys a
specific meaning.
 Some important elements of verbal communication are language,
vocabulary, intonation, clarity.
 It includes the information that people hear on radios, televisions,
telephones, speeches and interviews and other media.
How can you develop your verbal communication skills?
 Use a strong, confident speaking voice.

Especially when presenting information to a few or a group of people, be
sure to use a strong voice so that everyone can easily hear you.
Be confident when speaking so that your ideas are clear and easy for
others to understand.
 Use active listening.

The other side of using verbal communication is intently listening to and
hearing others. Active listening skills are key when conducting a meeting,
presentation or even when participating in a one-on-one conversation.
Doing so will help you grow as a communicator.
Non-Verbal Communication:
 Non-verbal communication is conducted through body language which includes eye contact,
postures, gestures, facial expressions how we dress or act, where we stand, and even our
scent.
 There are many subtle ways that we communicate (perhaps even unintentionally) with
others. For example, the tone of voice can give clues to mood or emotional state, whilst hand
signals or gestures can add to a spoken message.
Written Communication:
 Which includes letters, e-mails, social media, books, magazines, the Internet and other
media. Until recent times, a relatively small number of writers and publishers were very
powerful when it came to communicating the written word. Today, we can all write and
publish our ideas online, which has led to an explosion of information and communication
possibilities.
The Seven C’s of Communication
The seven C’s of communication is a list of principles that you should ensure all of your
communications adhere to. Their purpose is to help ensure that the person you’re
communicating with hears what you’re trying to say. The seven C’s are:
• Clear
• Correct
• Complete
• Concrete
• Concise
• Considered
Courteous
Clear
There are several stages to clarity.
 Firstly, it’s important to be clear about the purpose of the message
you’re delivering. The recipient should be made aware of why they are
receiving the message and what you’re trying to achieve by delivering
it.
 If there are multiple goals, each should be laid out separately.
 Secondly, it’s essential that the content of the communication is itself
clear.
 You should avoid jargon, use simple language, use simple structures
and focus on the core points of your message.
Correct
 It’s essential that both the factual information and the language
and grammar you use are correct.
 If your audience spots errors in either, they will be distracted and
your credibility will be greatly reduced.
 This will reduce the effectiveness of your communication.
Complete
 Completeness is often one of the most important of the 7 Cs of
communication.
 When creating a message, it’s important to give the recipient all of
the information they need to follow your line of reasoning and to
reach the same conclusions you have.
 This level of detail will be different in different situations, and you
should adjust your communications accordingly.
 In addition, you should make things as easy as possible for the
recipient. For example, if you are issuing a “call to action”, provide
explicit guidance on that action.
Concrete
 When shaping your communication you must ensure that you are
specific and that the logic and messages that you’re using fit
together, build on each other and support each other.
 Your arguments should be based on solid facts and opinions from
credible sources and you should share unquestionable data to
support your argument.
 It may be important to help bring the solid nature of what you’ve
created to life for your audience through examples that show the
relevance of your messages for them as individuals.
Concise
 When communicating messages it’s important to stick to the point
and keep your messages short and simple.
 Don’t use 10 words if you can use five.
 Don’t repeat your messages.
 The more you say, the more risk there is of confusion. Avoid that risk
by focusing solely on the key points you need to deliver.
Courteous
 You can increase the effectiveness of your communications by
being polite and showing your audience that you respect them.
 Your messages should be friendly, professional, considerate,
respectful, open and honest.
 To help ensure you are courteous, you should always use some
empathy and consider your messages from the point of view of the
audience.
Coherent
 The last of the 7 Cs of communication is coherence. If your
communications are not coherent they will not be effective.
 To help make sure your communications are coherent you should
have a logical flow and your style, tone and language should be
consistent throughout.
 In addition to making sure that each communication you issue is
coherent within itself, you should also ensure consistency of
message when delivering multiple communications.
References
Keyton, J. (2011). Communication and organizational culture: A key to understanding

work experience. Thousand Oaks, CA: Sage.
Thank you

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“Communication Skills”

“ The Communication Process”

By: Mr. Zakirullah

• It is the sharing of information, ideas, concepts, imaginations,

• Communication can be defined as the process of transmitting

Important Elements of Communication

 Communication can be a one-way or two-way process.

Spoken or Verbal Communication

 It occurs through the medium of spoken or when we engage in

How can you develop your verbal communication skills?

 Use a strong, confident speaking voice.

 Use active listening.

The Seven C’s of Communication

Keyton, J. (2011). Communication and organizational culture: A key to understanding

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