1. Q.1 List the importance of effective communication in the workplace.
Answer:
Communication is the nerve center of business today. As you go up the corporate ladder, you
will find that communication skills are required, more than technical skills. Communication
research has revealed that among the factors most important for managerial success,
communication skills rank above technical skills. Several surveys conducted among people who
have been successful in their professions have indicated that communication skills are more vital
to job success than subjects taken in college.
Communication has assumed even greater importance today, since the new model of business is
based on teamwork, rather than on individual action. Teamwork requires greater coordination
and communication.
Communication is also required all the more in this age of information and technology. Without
communication and human skills, technology will overwhelm an organization. Communication
helps to make sense of technology and to manage all this information. For example,
communication is required to explain a new computer program or software. While computers can
perform routine tasks, jobs like responding to customers’ needs require a high degree of
communication skills.
Effective communication serves the following specific purposes in an organization
Greater Awareness of Organizational Goals and Teamwork: When there is open
communication between superiors, co-workers and subordinates, there is smooth flow of
information regarding the goals of the organization. Coordination between the different
departments in particular, leads to greater motivation to work together towards achieving
a common organizational goal, rather than working in isolation.
Better Employer-employee Relationships: By listening to employees, showing
empathy and giving them the freedom to express their opinions without fear of being
repressed, a manager can create a climate of openness that leads to better work
relationships. Employees will then feel more comfortable in approaching their superiors
and discussing any matter with them.
Problem-solving: Effective communication can help resolve conflicts between co-
workers, work related and performance related problems. Face–to-face communication is
especially suited for achieving this task, since it is one to one and highly personalized in
nature.
Improved Performance: Effective communication by managers at the time of
appraising the performance of their employees can point out areas for improvement. A
constructive review of performance, through which a manager gives positive feedback
and counsels the employee, instead of criticizing him for poor performance, can motivate
the employee to perform better.
Stronger Link between Managers and the External Environment: Apart from
internal communication within the organization, effective communication by managers
with external audiences such as customers, government, bankers, media and suppliers

2. leads to a better rapport with them. A manager will be able to understand the needs of his
customers, be aware of the presence of quality suppliers of material, of government
regulations and of the expectations of the community at large, only through proper
communication.
Q.2 Explain the different aspects of non-verbal communication.
Answer:
The different aspects of non-verbal communication:
1) Kinesics: This is the most often studied and important area of non-verbal communication and
refers to body movements of any kind. Different body movements can express inner states of
emotion.
Facial Expressions can convey feelings of surprise, happiness, anger and sadness. If you
meet a long lost friend and say “I’m very happy to meet you again”, but with a sad facial
expression, it conveys the exact opposite meaning.
Eye Movements, such as wide open pupils express feelings of surprise, excitement or
even fear. The importance of eye contact with one’s audience was pointed out earlier.
Direct eye contact is an indication of intensity and interest, while lack of it can convey
feelings of nervousness and guilt.
Gestures, such as movement of the hands while giving a lecture or presentation indicates
a high level of involvement in what you are saying. On the other hand, shuffling of the
feet is a sign of nervousness and speaking with one’s hands in one’s pockets is
considered to be casual or even rude.
Head Movements like nodding the head can convey interest, appreciation, agreement or
understanding.
Body Shape and Posture:Body shape is not within one’s control but can be stereotyped
to convey certain meanings. For example, someone who is strong and muscular is
generally thought to be athletic, as opposed to a person who is short and fat!
Posture on the other hand is within our control. In formal settings such as job interviews
or classroom settings, it is essential that you maintain an erect posture to convey that you
are attentive, since slouching or a relaxed posture conveys a casual attitude.
Physical Appearance: Our outward appearance, including the way we dress and the
jewelry and make-up that we wear can convey an impression of formality or informality.
Going to a job interview dressed in blue jeans or not sticking to a stipulated dress code at
the workplace can convey that you are a rebel, non-conformist or a very casual person.
Therefore, it is important to take care of your appearance, so that you convey the right meaning
to others.
2) Proxemics: Proxemics is derived from the word “proximity” or closeness and is the
communication term for personal space and distance. The space and distance which we choose to
keep from people is also part of non-verbal communication. Each of us has our own inner and
outer circles, which differ for different people.

3. Our inner most circle is an “intimate space”, into which we generally admit only select people
such as family and close friends. Next comes a “personal space” which might include other
friends and colleagues or coworkers. These two spaces involve communication of an informal
nature.
Most of us also have a “social and public” space, which includes official or workplace
relationships, where the communication is of a more formal nature.
In a business context, it is more relevant to understand the concept of “fixed space” and “semi-
fixed” space.
Fixed space means that the physical features of the work environment such as furniture, room
size and seating arrangement are permanent. This conveys an impression of formality. On the
other hand, semi-fixed space means that certain elements of the environment can be changed for
example, the seating arrangement could be changed and this conveys an impression of
informality.
Sometimes, use of space at the workplace can determine leadership positions. For example,
seating at the head of the table conveys leadership or authority. A round table meeting, however,
conveys the idea of equality, since no one can be seated at the head of the table! All points of a
circle are the same. That is why when heads of state meet (as in UN Security Council meetings),
it is always a round table discussion, since all heads are equal.
Space should therefore be used carefully in a work environment, so as to convey the right
impressions.
3) Time Language: This refers to the meaning or importance attached to time and varies
between different people. One person may value time more than another. Similarly, time
language also varies across cultures.
In most western cultures for example, punctuality is considered to be important. Arriving late for
a business meeting is inexcusable. In other cultures, it is more relaxed and time is not given that
much importance.
We convey messages to others through the time we spend on a work related activity or by the
importance that we give to time. Arriving early at work or for a job interview shows interest,
involvement and seriousness. Spending time with an employee and giving him suggestions on
how to improve his performance shows interest and involvement in his career growth.
4) Paralanguage: Para means “like” or “similar to”, therefore paralanguage means “like
language”. Of all the forms of non-verbal communication, paralanguage is closest to verbal
communication. It refers to the tone of voice with which something is said. In other words, it is
“how” something is said, and not “what” is said. The tone of voice includes the pitch (high or
low pitch), the pace (slow or fast) the emphasis on words and the volume (soft or loud) and can
convey different moods and emotions, as mentioned earlier in this unit.

4. Example: The statement “I practice good business communication” can be understood in
different ways, depending on the emphasis on certain words. Saying “I practice good business
communication” means that I alone practice it above anyone else. On the other hand, saying “I
practice good business communication” could be interpreted to mean that you communicate
particularly well in a business context, rather than in a general context.
The important point to keep in mind regarding tone of voice is to avoid mixed signals, that is,
making sure that what you say is consistent with how you say it.
5) Physical Context: This refers to the physical environment or surroundings within which we
communicate and includes two aspects – 1) color and layout and 2) design.
Colors are known for their symbolic meaning and have associations with different feelings. For
example, colors like black and grey are associated with death, mourning and negative feelings.
Yellow and green are associated with more positive feelings. Of course, these can also vary
across cultures. The point to remember is that you can make the right impressions with use of the
right colors.
Layout in a work environment refers to the size of an office, or the arrangement of furniture.
Design refers to the type of chairs, desks or carpeting. All these can convey status, formality or
informality.
We have seen how the types of non-verbal communication outnumber the types of verbal
communication. Non-verbal communication is an important supplement to verbal
communication and can enhance verbal communication, if used in a positive way. The sender
should use the right non-verbal cues to convey a positive message, while the receiver should
learn to look for unintended messages conveyed by non-verbal communication.
Q. 3 Write short notes on (a) Upward communication (b) Downward communication (c)
Horizontal communication.
Answer:
A formal communication network is one which is created by management and described with the
help of an organizational chart. An organizational chart specifies the hierarchy and the reporting
system in the organization. Therefore, in a formal network, information is passed on only
through official channels such as memos, bulletins and intranet (email within the organization).
The organizational chart implies that information can flow in any of three directions – vertically,
i.e., upward or downward, and horizontally.
1. Upward Communication:This may be defined as information that flows from subordinates to
superiors. Some of the reasons for upward communication include discussing work related
problems, giving suggestions for improvement and sharing feelings about the job and co-
workers.

5. This type of communication has both benefits and disadvantages. One of the biggest benefits is
problem-solving. Once a subordinate has brought a problem to his superior’s notice, chances are
that the problem will not recur, since the subordinate learns from his superior how to tackle it the
next time. Thus, his ability to solve new problems and therefore his managerial ability, improves.
Another benefit that could arise from upward communication is that valuable ideas and
suggestions may sometimes come from lower level employees. Therefore organizations should
encourage this kind of communication.
A third benefit is that employees learn to accept the decisions of management and thereby work
as a team.The biggest problem associated with this type of communication is that it may lead to
“handing down” of decisions by superiors. When subordinates frequently seek the superior’s
guidance, the latter may adopt an authoritarian approach and merely give instructions,
disregarding the subordinate’s opinion completely.
2. Downward Communication:This may be defined as information that flows from superiors to
subordinates. The most common reasons for downward communication are for giving job
instructions, explaining company rules, policies and procedures and giving feedback regarding
job performance. A number of studies have indicated that regular downward communication in
the form of feedback given to employees is the most important factor affecting job satisfaction.
Therefore organizations today are trying to encourage more of this type of communication.
There are both benefits and disadvantages associated with this type of communication.
Downward communication that provides regular feedback will be beneficial if the feedback or
review of performance is constructive. A constructive review is one where a manager “counsels”
an employee, or advises him on how to improve his performance. On the other hand, a
destructive review can destroy employee morale and confidence. Regular downward
communication also creates a climate of transparency or openness, where information is passed
on through official channels, rather than through rumors.
Thirdly, downward communication boosts employee morale, since it indicates that management
is involved in their progress.
The problems with this type of communication are the danger of doing destructive reviews, as
mentioned, and that of “message overload.” This means that superiors many sometimes burden
their subordinates with too many instructions, leading to confusion.
3. Horizontal Communication: This type of communication is also known as “lateral”
communication. It may be defined as communication that takes place between co-workers in the
same department, or in different departments, with different areas of responsibility. For example,
Sales Managers and Advertising Managers in the Marketing department, or Marketing Managers
and Finance Managers.
The reasons for this type of communication are for coordination of tasks, sharing of information
regarding goals of the organization, resolving interpersonal or work related problems and
building rapport.

6. The biggest potential benefit of horizontal communication is the sense of teamwork that is
created. Regular communication of this type ensures that all co-workers work together towards
achieving a common goal in the overall interest of the organization. The biggest potential
problem is that conflicts such as ego clashes are bound to arise, when co-workers at the same
level communicate on a regular basis.
In spite of these problems, horizontal or lateral communication has become more important in
today’s business scenario than upward or downward communication. This is because the
“organizational pyramid” indicating the different hierarchies or levels in an organization has
flattened. This is illustrated by the diagrams given below.
Q.4 Explain the different barriers to listening. List the differences between discriminative
listening and comprehension listening.
Answer:
Listening is not easy and there are a number of obstacles that stand in the way of effective
listening, both within and outside the workplace. These barriers may be categorized as follows:
Physiological Barriers
This was discussed earlier under the barriers to communication. Some people may have genuine
hearing problems or deficiencies that prevent them from listening properly. Once detected, they
can generally be treated. Other people may have difficulty in processing information, or memory
related problems which make them poor listeners. Another physiological barrier is rapid thought.
Listeners have the ability to process information at the rate of approximately 500 words per
minute, whereas speakers talk at around 125 words per minute. Since listeners are left with a lot
of spare time, their attention may not be focused on what the speaker is saying, but may wander
elsewhere.
Physical Barriers
These refer to distractions in the environment such as the sound of an air conditioner, cigarette
smoke, or an overheated room, which interfere with the listening process. They could also be in
the form of information overload. For example, if you are in a meeting with your manager and
the phone rings and your mobile beeps at the same time to let you know that you have a
message; it is very hard to listen carefully to what is being said.
Attitudinal Barriers
Pre-occupation with personal or work related problems can make it difficult to focus one’s
attention completely on what a speaker is saying, even if what is being said is of prime
importance. Another common attitudinal barrier is egocentrism, or the belief that you are more

7. knowledgeable than the speaker and that you have nothing new to learn from his ideas. People
with this kind of closed minded attitude make very poor listeners.
Wrong Assumptions
The success of communication depends on both the sender and the receiver, as we have seen in
an earlier unit. It is wrong to assume that communication is the sole responsibility of the sender
or the speaker and that listeners have no role to play. Such an assumption can be a big barrier to
listening. For example, a brilliant speech or presentation, however well delivered, is wasted if the
receiver is not listening at the other end. Listeners have as much responsibility as speakers to
make the communication successful, by paying attention, seeking clarifications and giving
feedback.
Another wrong assumption is to think that listening is a passive activity, in which a listener
merely absorbs the thoughts of the speaker. On the contrary, real listening or active listening is
hard work – it requires speaking sometimes to ask questions, agree or disagree with the speaker,
give feedback, etc.
Yet another barrier of this type is to assume that speakers are more powerful than listeners.
Speakers are seen as being in command of things, whereas listeners are seen to be weak and
lacking authority. According to communication experts however, the reverse is true. Listeners
are as important and as powerful as speakers. In fact David J. Schwartz, writer and management
professor, emphasizes the importance of listening by saying “Big people monopolize the
listening. Small people monopolize the talking.”
Cultural Barriers
Accents can be barriers to listening, since they interfere with the ability to understand the
meaning of words that are pronounced differently. The problem of different accents arises not
only between cultures, but also within a culture. For example, in a country like India where there
is enormous cultural diversity, accents may differ even between different regions and states.
Another type of cultural barrier is differing cultural values. The importance attached to listening
and speaking differs in western and oriental cultures. Generally, Orientals regard listening and
silence as almost a virtue, whereas Westerners attach greater importance to speaking. Therefore
this would interfere with the listening process, when two people from these two different cultures
communicate.
Gender Barriers
Communication research has shown that gender can be a barrier to listening. Studies have
revealed that men and women listen very differently and for different purposes. Women are more
likely to listen for the emotions behind a speaker’s words, while men listen more for the facts
and the content.
Example:
A salesperson giving a demonstration of a new type of office equipment may be asked by two

8. colleagues if the equipment will work without any problems and respond by saying “Sure.” A
male user may take his answer at face value, whereas a female user may detect some hesitation
in his voice. This is because the male user listens for the content of the message, whereas the
female user listens for the tone of the message.
Lack of Training
Listening is not an inborn skill. People are not born good listeners. They have to develop the art
of listening through practice and training. Lack of training in listening skills is an important
barrier to listening, especially in the Indian context.
Lee Iacocca, former Chairman of the Chrysler Corporation in the US, was one of the first to
recognize the need for organized training programs in listening skills. Today, many organizations
both in India and abroad incorporate listening skills in their training programs.
Bad Listening Habits
Most people are very average listeners who have developed poor listening habits that are hard to
shed and that act as barriers to listening. For example, some people have the habit of “faking”
attention or trying to look like a listener, in order to impress the speaker and to assure him that
they are paying attention. Others may tend to listen to each and every fact and, as a result, miss
out on the main point. Yet another habit is to avoid difficult listening and to tune off deliberately,
if the subject is too technical or difficult to understand. Sometimes, the subject itself may be
dismissed as uninteresting, because the listener does not want to listen.
Differences between discriminative listening and comprehension listening
Discriminative Listening
This is the most basic type of listening, whereby the difference between the sounds is identified.
Unless the differences between the sounds are identified, the meaning expressed by such
differences cannot be grasped.
Once we learn to distinguish between sounds in our own language, we are able to do the same in
other languages. One reason why people belonging to one country find it difficult to speak the
language of another country is that they find the sounds similar and cannot understand the subtle
differences.
Comprehension Listening
Once we have learnt to discriminate between the different sounds, the next step is to try to
comprehend the meaning of these sounds. In order to do this, we require a dictionary of words,
along with the rules of grammar and syntax. Apart from the verbal communication, we also need
to understand the meaning conveyed by the speaker’s nonverbal behavior. This can be achieved
by closely observing various aspects of the speaker’s body language and tone of voice.

9. Q. 5 Discuss the principles of business writing.
Answer:
Principles of Business Writing:
Having dealt with writing in general, we will now go briefly into the specifics of business
writing. As pointed out earlier, the language, style and tone of business writing is very different
from general writing. Therefore, we will examine these aspects in some detail.
Tone
The important point to keep in mind regarding tone of voice is to avoid mixed signals that is,
making sure that what you say is consistent with how you say it. The spoken words, however
perfect, can convey a negative message, if the tone of voice is not consistent with what is said.
Tone is equally important in conveying written messages, particularly business related messages.
In written communication, tone refers to the way a statement sounds, which in turn, depends on
the choice of words. A sentence or statement may be grammatically perfect, but may convey a
negative message, if the choice of words is wrong.
Example
You failed to meet the sales target.
The above statement has a negative tone, since it emphasizes what could not be achieved. The
same idea could be expressed in a more positive tone, by emphasizing what could have been
done instead.
Example
With a little extra effort, you could have achieved the target.
The example shows that even a negative idea can be expressed in positive language through the
use of appropriate words.
The tone of business communication should also be confident. You should avoid language that
makes you sound unsure of yourself.
Consider the following example:
I hope you will agree that my qualifications match your job profile.

10. Beginning the sentence with “I hope” creates the impression that you lack confidence in
yourself. It might be better to say “On reviewing my bio-data, you will find that my
qualifications match your job needs in the following respects…”
While it is important to be self assured, avoid sounding over confident and pompous.
Example
I am sure you will agree that our Company has the best reputation for quality and service.
Instead, something like “We shall try to live up to our reputation for quality and service.” would
be more appropriate.
Another aspect of tone is to sound courteous and sincere. This builds goodwill and good relations
and increases the likelihood of a message achieving its objectives. Avoid statements such as the
following:
You sent your complaint to the wrong department. You should have sent it to the shipping
department.
This sounds very discourteous and rude when responding to a customer complaint. Instead, it
might be better to say “We have sent your complaint to the concerned department, which will be
contacting you shortly.”
Sincerity also means avoiding exaggeration and flattery, especially when communicating with
customers.
Consider the following examples:
1. We are more interested in your satisfaction, than in making profits.
2. You are such a valued customer that we shall go to any lengths to earn your satisfaction.
The first sentence sounds insincere, since the main objective of any organization is to make
profits. The second sentence is exaggerated and unduly flatters the customer. It should be toned
down by saying something such as “We value your goodwill and will make quick efforts to
ensure your satisfaction.”
Finally, the tone of business writing should be non-discriminatory. This means that the language
that is used should not be offensive, irrespective of gender, religion or race.
One way of ensuring this is to avoid “sexist language” by using neutral job titles, or titles that do
not imply that a job is held only by a man.
For example, the following titles should be used:
“Chairperson”, instead of “Chairman”

11. “Salesperson”, instead of “Salesman”
If the reader’s gender is not known, use a non-sexist salutation such as “Dear Customer, Investor,
or Advertiser”, instead of “Dear Sir or Madam”
Personal titles and salutations such as “Dr.”, “Professor”, etc. should be also are used wherever
appropriate.
Emphasis and Subordination
A business writer can be compared to an artist or a musician. Just like an artist or a musician tries
to make certain elements stand out and others to get little attention, so too with the business
writer. An important principle of business writing is to emphasize important ideas and to
downplay unimportant ideas, so as to make the reader understand what you consider to be
significant. Generally, pleasant and important thoughts are emphasized, while unpleasant and
insignificant thoughts are subordinated or de-emphasized.
Several techniques for emphasis may be used by the business writer:
Place the idea in the first paragraph or in the last paragraph, in order to get attention.
Put the word that you wish to emphasize first or last in the sentence.
Example: Success comes through sincere efforts. Failure will result without them.
Or, The event was a success. Without your efforts, it would have been a failure.
Use the active voice to emphasize the doer of the action and the passive voice to
emphasize the receiver of the action.
Example: John made the presentation. (Active)
The presentation was made by John. (Passive)
Use words such as “primary”, “major” and “significant” to lay emphasis.
Example: Cost is a significant factor to be taken into consideration.
Use repetition.
Example: The Tata Nano is an inexpensive car. Inexpensive to purchase and Inexpensive to
maintain.

12. Number the ideas, so as to rank them in the order of importance
Example: The main reasons for his poor performance are: 1) Lack of training 2) Lack of team
skills and 3) Lack of motivation.
Use visual elements such as bold type, capital letters, bigger font size and underlined
words to emphasize key ideas.
Example: The Reva electric car is 25% LESS POLLUTING than other cars.
Another point to be remembered regarding emphasis in business writing is to stress what is
known as the “you attitude”, rather than the “me attitude.” This means explaining the benefits to
the reader, understanding his situation and answering his unspoken question “How is it relevant
to me?”
Example: Instead of saying, “Our bank will be open 24 hours”, say “You will be able to avail
of round-the-clock banking service.”
Write at an Appropriate Level of Readability
A third very important rule of business writing is to tailor your writing to your audience and to
make it simple enough for even a layperson to read and understand.
As pointed out in an earlier section, readability is determined by the length of words and
sentences. Robert Gunning developed what is known as the “Fog Index” or a readability formula
to measure the readability of a piece of writing. According to this formula, the appropriate
reading level in business writing should be between 8 and 11.
Calculation of the Fog Index involves the following steps:
Select a written passage of approximately 100 words.
Calculate the average length of a sentence by dividing the total number of words in the
passage by the number of sentences.
Find the number of difficult words. A word may be defined as difficult if it contains three
or more syllables (e.g. “communication”). Determine the number of difficult words per
hundred, by dividing the total number of words in the passage into the number of difficult
words, then by multiplying this figure by 100.
Add the number of difficult words per hundred and the average sentence length.
Multiply the figure obtained in step 4 by 0.4, to calculate the reading grade level for
which the passage was written, or the Fog Index.
Ideally, the Fog Index should be between 8 and 11 for most business writing, indicating that a
reader between the eighth grade and the eleventh grade should be able to understand it without
difficulty.

13. Q. 5 Explain the advantages of oral communication with the help of suitable example.
Answer:
Advantages of Oral Communication:
Oral communication may be defined as a process whereby a speaker interacts verbally with one
or more listeners, in order to influence the latter’s behavior in some way or the other.
Example: In a business context, a manager is doing a performance appraisal with an employee,
or a sales manager making a sales plan presentation to his sales team. In the first example, the
manager may point out areas for improvement and in the second case, the sales manager may be
explaining how to achieve new sales targets.
Oral communication in a business context can take the form of meetings, presentations, one-to-
one meetings, performance reviews and so on.
Oral communication has some advantages compared to written communication. These include its
personal quality, high interactivity, possibility of making immediate contact, instantaneous
feedback and control over the receiver’s attention.
Oral communication was also classified into oral face-to-face communication (meetings and
presentations) and oral non face-to-face communication (teleconferencing, telephone and voice
mail). While face-to-face meetings are more effective than non face-to-face communication in
most ways, they are expensive and impractical sometimes, due to the distance factor. Thanks to
advances in technology, meetings today can still take place without being face-to-face, through
teleconferencing. Teleconferencing allows participants at distant locations to speak and
sometimes to see each other. Apart from the high cost and the difficulty in setting it up,
teleconferencing has the same advantages as oral face-to-face communication.
Example: Several retailers like Walmart, the world’s largest retailer, make use of
teleconferencing to keep their US headquarters in touch with their store managers worldwide.
Some headhunters also make use of the facility to conduct preliminary interviews and shortlist
candidates based in other countries, before inviting them for a face-to-face interview.
Many multi-national corporations and large Indian organizations also use this facility
extensively.
In spite of its advantages, teleconferencing will not replace face-to-face meetings completely,
since it is unsuitable for certain types of communication that involve brainstorming, negotiations,
persuasion and problem solving.

14. Telephone communication, another form of non face-to-face communication, has the biggest
advantage of being able to contact a receiver who would be impossible to reach in person.
Today, mobile phones have made it even easier to contact people who are on the move.
Telephone communication also has a personal quality and permits the use of some non-verbal
cues such as tone of voice, to enhance the communication.
Voice mail is a type of telephone communication and is similar to an answering machine.
Although it is generally inferior to speaking in person to the other party, it has some advantages.
When you leave a recorded message, you can make your point felt and save time that might be
wasted in exchanging pleasantries. Invitations can also be declined without having to give an
explanation or reason, or having the other person talk back. Thus, there is greater control over
how the message is composed and delivered. Besides, voice mail also makes it possible to keep a
permanent record of the communication, unlike other types of oral communication. In spite of
these advantages however, voice mail has not caught on in India.