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1. CHAPTER 1: INTRODUCTION TO
BUSINESS COMMUNIATION

2. CONCEPT OF COMMUNICATON
1. The term ‘communication’ is derived from the Latin Term ‘communis’
that means ‘common’. Whatever is common is shared by all. Hence,
the sense of ‘sharing’ is inherent in the very original nature of
communication. And what is it that one shares in communication?
The one word answer is ‘information’ i.e. something to tell, as the
situation demands .Communication is a very broad and extensive
term.
2. “Communication is an exchange of messages between and among
human beings.”

3. “Communication is the transmission and reception of Ideas, feelings and attitudes, both verbally and non-verbally
eliciting a response. It is a dynamic concept underlying all kind of living systems.”
-Norman B. Sigband
“Communication is the broad field of human interchange of facts and opinions and not the technologies of telephone
,telegraph, radio and the like.”
- Charles E. Redfield
“Communication is the process of passing information and understanding from one person to another. It is the process
of imparting ideas and making oneself understood by others”.
-Theo Haimann/Hofmann
“Communication is an exchange of facts, ideas, opinions or emotions by two or more persons.”
-George R Terry/ William Newman and Summer
“Communication is an intercourse by words, letter, symbols or messages and is a process through which members in
organisation share meaning and understanding with one another.”
- Bellon and Gillon
“Communication is the process by which information is passed between individusls and/or organisations by the means
of previously agreed upon symbols.”
-Peter Little

4. WHAT IS BUSINESS
COMMUNICATION?
Business communication is the branch of general communication which is
especially concerned with business activities.
When communication takes place among business parties concerning
business affairs or business related issues it is known as business
communication.
Business communication is nothing but, the communication between the
people in the organization for the purpose of carrying out business activities.
 There is no difference between communication and business
communication but any communication done for the purpose of business can
be termed as ‘business communication’.
Business communication encompasses a variety of topics including
marketing, branding, customer relations, consumer behaviour, advertising,
public relations, corporate communication, interpersonal communication,
employee appointment, Online communication and event management,etc.

5. DEFINITIONS OF BUSINESS
COMMUNICATION:
“Business communication is a system that affects change within the organisation in each
and everything.”
- Ricks and Gow
“ Business communication is the expression channeling, receiving and interchanging of Ideas
in commerce and industry.”
-Brennar
“Communication occurs between either two or more than two business people for the
purpose of effective organisation and administration of business then it is considered as
business communication.”
-Prof. J. Haste

6. NATURE/FEATURES OF
COMMUNICATION
Communication is Meaning-based.
Communication is Conventional and Tradition-based to a large
extent.
Communication Leads To Interaction.
Communication is supposed to be appropriate.
Communication is structured.

7. SCOPE OF COMMUNICATION
Sharing of
Information
Feedback
Control
Influence
Problem-solving
Decision-making
Facilitating
change
Group building
Gate keeping

8. CHARACTERISTICS OF
COMMUNICATION
Communication involves at
least two persons
Exchange of ideas
Message is an obligation in
communication
Mutual understanding
Direct and indirect
communication
Continuous process
Communication may be
written, oral or gestural
process
Communication channel
Primary purpose of
communication I to motivate a
response
Communication may be
formal or informal
It flows up and down and also
from side to side
Response or feedback
Clarity and ‘C’ of
communication

9. IMPORTANCE OF
COMMUNICATION
Communication is essential for
management
Basis of planning
Basis of decision making
Successful operation of business
Quick decisions and their
implementation
Increase in employee morale
Promotion of industrial peace
Basis for leadership
Cost reduction
Helps managers in performing
managerial role and functions
Incentive for democratic feelings
Training and development

10. NEED FOR COMMUNICATION
Size of the
organization
Human relations
Social relations
Growing role of trade
unions
Technological
development
Development of
behavioral sciences
Increasing
competition
Information
technology
Growing
specialization

11. PRINCIPLES OF EFFECTIVE
COMMUNICATION
Principle of clarity
Principle of information
Principles of consistency
Principle of adequacy or
completeness
Principle of timeliness
Principe of appropriate channel
Principle of integration
Principle of flexibility
Principle of feedback

12. Communicate with an aim or objective
Plan the message
The message should suit the needs of the
receiver
The message should attract attention
Barriers to effective communication

13. PROCESS OF
COMMUNICATION THROUGH
ITS ELEMENTS
The process of communication involves the transmission and reception of
information between two or more individuals or entities. It consists of several key
components and steps, which can be summarized as follows:
1. Sender: The sender is the individual or entity who initiates the communication
process. They have a message or information they want to convey to the receiver.
The sender encodes the message into a suitable form for transmission.
2. Message: The message is the information or idea that the sender wants to
communicate. It can be in various forms such as spoken words, written text,
gestures, symbols, or signals.
3. Encoding: Encoding is the process of converting the message into a form that can
be transmitted effectively. It involves choosing appropriate words, symbols, or other
means to convey the intended meaning. The sender uses language, tone, and non-
verbal cues to encode the message.

14. 4. Channel: The channel refers to the medium through which the encoded
message is transmitted. It can be face-to-face conversation, telephone,
email, written letter, video call, or any other form of communication
medium. The choice of channel depends on factors such as the nature of the
message, the urgency of communication, and the preferences of the sender
and receiver.
5. Transmission: Transmission is the actual sending of the encoded message
through the chosen channel. The sender transmits the message using the
selected medium, ensuring that it reaches the intended recipient.
6. Receiver: The receiver is the individual or entity for whom the message is
intended. They receive the transmitted message through the chosen channel.
The receiver decodes the message to understand its meaning.
7. Decoding: Decoding is the process of interpreting and understanding the
message by the receiver. The receiver translates the encoded message back
into a meaningful form using their knowledge, language, and context.

15. 8. Feedback: Feedback is the response or reaction of the receiver to the
message. It allows the sender to assess whether the message was
understood as intended. Feedback can be verbal or non-verbal, and it helps
in confirming understanding, clarifying any doubts, and facilitating further
communication.
9. Noise: Noise refers to any interference or distortion that may occur during
the communication process. It can be physical noise (such as background
sounds), semantic noise (misinterpretation of words or symbols), or
psychological noise (prejudices, distractions, or biases). Noise can hinder
effective communication by affecting the accuracy or clarity of the message.
10. Context: Context plays a crucial role in communication. It includes the
physical environment, social and cultural factors, relationships between the
sender and receiver, and the shared knowledge and experiences between
them. The context influences how the message is understood and
interpreted.
Effective communication requires clarity, active listening, mutual
understanding, and the ability to adapt the message to the needs and
preferences of the receiver. It is an ongoing process that involves continuous
exchange of information, feedback, and adjustment to ensure successful
communication between individuals or entities.

16. BARRIERS TO EFFECTIVE
COMMUNICATION THROUGH
ITS ELEMENTS
There are several barriers that can hinder effective communication.
These barriers can occur at any stage of the communication process
and can vary depending on the individuals involved, the context, and
other factors. Here are some common barriers to effective
communication:
1. Language/Linguistic Barriers: Differences in language and
vocabulary can create misunderstandings. Communication becomes
challenging when the sender and receiver do not share a common
language or have limited proficiency in the language being used.
Types of Linguistic barriers are as follows:
1.Language Differences: When individuals do not share a common language,
communication becomes challenging. Without a mutually understood language, it is
difficult to convey ideas, exchange information, or express thoughts effectively.
2.Limited Vocabulary: Inadequate vocabulary can hinder communication. If
individuals lack the necessary words to express their ideas or understand the words
used by others, the message may be incomplete or misunderstood.

17. 3.Language Complexity: Some languages have complex grammar, sentence structures, or
pronunciation rules. If individuals are not familiar with the intricacies of a particular
language, it can lead to confusion and miscommunication.
4.Slang and Jargon: Slang terms or specialized jargon can be difficult for individuals who
are not familiar with them. Using slang or jargon that is specific to a particular group or
profession may result in misinterpretation or exclusion of others from the communication
process.
5.Idioms and Cultural Expressions: Idioms, proverbs, and cultural expressions are
phrases that carry specific meanings within a particular language or culture. Translating
these expressions directly may not convey the intended message accurately, causing
confusion or misunderstanding.
6.Accent and Pronunciation: Differences in accents or pronunciation can affect
understanding. If the accent of a speaker is unfamiliar to the listener, it may be
challenging to comprehend the words or discern the intended meaning.

18. 7.Language Fluency: Individuals who are not fluent in a particular
language may struggle to express themselves effectively or
comprehend the messages of others. Limited language
proficiency can result in communication breakdowns and
misinterpretations.
8.Translation and Interpretation: When communication occurs
across different languages, the quality of translation or
interpretation can impact understanding. Inaccurate translations
or interpretations can lead to confusion and distort the original
message.
9.Semantic barriers to communication refer to obstacles that arise
due to misunderstandings or misinterpretations of the meaning of
words, phrases, or symbols. These barriers can hinder effective
communication and lead to confusion or distortion of the intended
message

19. 2. Cultural Barriers: Cultural differences can affect communication. Customs,
values, beliefs, and norms can vary between cultures, leading to
misinterpretation or miscommunication. Non-verbal cues and gestures may
also have different meanings in different cultures.Types of cultural barriers
are as follows:
1. Language Differences: Language is a significant cultural barrier. When
individuals do not share a common language, communication becomes
challenging. Even when there is a common language, differences in accents,
dialects, or idiomatic expressions can create difficulties in understanding.
2. Non-Verbal Communication: Non-verbal cues, such as body language,
facial expressions, gestures, and personal space, can vary across cultures.
What may be considered acceptable or meaningful in one culture may be
interpreted differently or even offensively in another culture.
3. Social Norms and Etiquette: Social norms and etiquette govern appropriate
behavior in different cultures. Greetings, forms of address, levels of
formality, and rules of conversation can differ significantly. Violating these
norms can lead to misunderstandings or discomfort during communication.

20. 4. Directness and Indirectness: Different cultures have varying degrees of directness in
communication. Some cultures value straightforward and explicit communication, while others
prefer indirect or implicit communication. These differences can lead to misunderstandings and
misinterpretations of intent or meaning.
5. Perception of Time: The perception of time can vary across cultures. Some cultures emphasize
punctuality and view time as a valuable resource, while others have a more relaxed approach to
time. Differences in time orientation can affect scheduling, deadlines, and expectations in
communication.
6. Cultural Values and Beliefs: Cultural values and beliefs shape how individuals perceive and
interpret the world. Differences in values such as individualism vs. collectivism, hierarchy vs.
egalitarianism, or high-context vs. low-context communication styles can create barriers to
understanding and shared meaning.
7. Taboos and Sensitivities: Cultural taboos or sensitivities regarding certain topics or behaviors
can limit open and effective communication. Sensitivity to cultural taboos is crucial to avoid
unintentionally offending or creating discomfort during communication.
8. Stereotypes and Prejudices: Stereotypes and prejudices can create barriers to communication by
creating biases and negative assumptions about individuals from different cultures. Stereotypes
can lead to misjudgments and hinder open and unbiased communication.

21. 3. Physical Barriers: Physical barriers can include distance, noise, and other
environmental factors. For example, loud background noise can make it difficult to
hear and understand the message, or physical distance may limit face-to-face
communication. The following are the types of physical barriers to communication:
1. Distance: Physical distance between individuals can hinder communication,
especially in situations where face-to-face interaction is preferred or necessary. The
greater the distance, the more challenging it becomes to convey messages accurately
and receive immediate feedback.
2. Noise: Background noise or distractions in the environment can make it difficult to
hear and understand spoken messages. Excessive noise from machinery, traffic,
construction, or crowded spaces can interfere with communication, leading to
misunderstandings or the loss of important information.
3. Visual Barriers: Lack of visual contact can hinder communication, particularly in
situations where non-verbal cues and facial expressions play a crucial role. Physical
barriers such as walls, partitions, or distance can impede visual communication and
affect the overall understanding of the message.
4. Technology Issues: Problems with communication devices or technology can act as
physical barriers. Issues such as poor network connectivity, malfunctioning
equipment, or incompatible systems can disrupt communication and hinder the flow
of information.

22. 5. Time Zones: Communication across different time zones can pose challenges.
Scheduling conflicts and differences in work hours can limit real-time
communication and delay responses, leading to slower or less efficient
communication.
6. Physical Disabilities/State of health: Individuals with physical disabilities may
face communication barriers due to their unique needs. Lack of appropriate
accessibility features, such as ramps, Braille materials, or assistive technologies,
can limit their ability to participate fully in communication. If a person is in pain
or having fever then he is not willing to engage in any communication as his
ability to communicate is really reduced.
7. Geography: Geographic barriers, such as mountains, oceans, or remote
locations, can pose challenges to communication. Limited or unreliable
infrastructure, including telecommunications networks or internet connectivity,
can hinder effective communication in such areas.
8.Environmental Barriers: The weather conditions prevalent such as high
temperature , humidity, poor ventilation, vibrations may distort the process of
communication

23. 4. Psychological Barriers: Psychological barriers to communication are
obstacles that arise from the thoughts, feelings, attitudes, and perceptions
of individuals that can impede effective communication. These barriers can
affect both the sender and the receiver of the message. Here are some
common psychological barriers:
1. Attitudes and opinions : Personal attitudes and opinions often act as
barriers to effective communication Preconceived notions, stereotypes, and
prejudices about others can affect how we perceive and interpret their
messages. Stereotypes can lead to biases and hinder open-mindedness,
making it difficult to understand and appreciate diverse perspectives.
2. Closed-mindedness: A closed mindset can prevent individuals from being
receptive to new ideas, perspectives, or feedback. A resistance to change or
a rigid adherence to one's own beliefs and opinions can hinder effective
communication and limit the exploration of alternative viewpoints.
3. Emotional Interference: Strong emotions such as anger, fear, frustration,
or stress can interfere with effective communication. Emotions can distort
the message, hinder active listening, and prevent individuals from engaging
in constructive dialogue.

24. 4. Filtering of Information: Status-conscious individuals may filter or selectively share information
based on the perceived status of the recipient. They may withhold or selectively disclose certain
details to maintain or enhance their status or to influence how others perceive them.
5. Sources of information: If a receiver has a suspicion about the source of communication then it is
likely to be a barrier to communication. Perceptual biases occur when individuals interpret or
perceive information based on their own personal experiences, beliefs, or expectations. These
biases can lead to misinterpretation and misunderstanding of the message being communicated.
6.Status consciousness: refers to an individual's awareness of and concern for their social status or
position relative to others. It involves being highly conscious of one's own status and the status of
others in terms of social, economic, or professional hierarchies. Status consciousness can have an
impact on communication and interactions in various ways. Superiors think that to take advice from
juniors would compromise their dignity and subordinates don’t want to give any unpleasant
information o their superiors because of their inferior status.
7. Information Overload: When there is an excessive amount of information to process within a
limited time, it can overwhelm the receiver and hinder their understanding. Complex or lengthy
messages may result in key information being missed or misunderstood.

25. 8. Lack of Attention or Interest: If individuals are not fully attentive or interested in
the communication process, they may miss important information or fail to
engage in active listening. Distractions, multitasking, or a lack of focus can
impede effective communication.
9. Lack of Confidence: Insecurity or a lack of self-confidence can hinder effective
communication. Individuals may hesitate to express their thoughts or ideas,
fearing judgment or rejection. This can result in inhibited communication or a
reluctance to engage in open and honest dialogue.
10. Defensiveness: Defensiveness occurs when individuals feel attacked or
criticized, causing them to react in a defensive manner. Defensiveness can hinder
effective communication by closing off opportunities for constructive dialogue and
problem-solving.
11. Lack of Active Listening: Active listening involves fully engaging and focusing
on the speaker's message. Ineffective listening, such as interrupting, selective
listening, or preoccupation with one's own thoughts, can hinder communication
and lead to misunderstandings.

26. 12. Fear of Judgment or Rejection: The fear of being judged, criticized, or
rejected can inhibit individuals from expressing themselves openly and
honestly. This fear can create a barrier to effective communication,
preventing individuals from sharing their thoughts, ideas, or concerns.
13. Poor Retention: Poor retention of communication refers to difficulties in
remembering or retaining information conveyed during a communication
interaction. It can occur due to various reasons and can negatively impact the
effectiveness of communication.
14. Selective perception: Selective perception refers to the tendency of
individuals to selectively perceive and interpret information based on their
own biases, beliefs, expectations, and prior experiences. It occurs when
individuals filter, distort, or interpret information in a way that aligns with
their preexisting attitudes or beliefs, while disregarding or downplaying
information that contradicts their existing views.

27. 5. Mechanical Barriers: Mechanical barriers to communication refer to
obstacles that arise from issues related to the transmission or reception of
messages due to mechanical or technical factors. These barriers can impede
effective communication and include the following:
1. Faulty Equipment: Malfunctioning or inadequate equipment, such as
telephones, computers, projectors, or audiovisual devices, can hinder
communication. Poor sound quality, visual distortion, or technical glitches
can disrupt the transmission or reception of information.
2. Poor Connectivity: Issues with internet connections, network problems, or
low signal strength can create mechanical barriers to communication,
especially in digital or online communication channels. Unstable or slow
connections can lead to delays, disruptions, or even complete failure of
communication.
3. Complexity of Technology: Complex or unfamiliar technological interfaces
or systems can act as barriers to effective communication. Difficulty in
navigating or understanding the technology can impede the smooth flow of
communication and reduce efficiency.

28. 6. Other Barriers:
1.Time and distance barrier
2.Lack of knowledge of the medium
3.Barriers arising out of organisational inadequacies

29. REMEDIES TO OVERCOME
BARRIERS
Information to the
employee
Proper listening
Developing proper
inter-personal
relationships
Mechanical barriers
Linguistic and
cultural barriers
Physical barriers and
psychological barriers
Communications
through actions and
deeds
Use of proper
language
Use of grapevines
Use of Audio-visuals
Overcoming noise
Empathy
Overcome emotions
Train managers
Overcome prejudices
Open mind
Attentiveness
Choice of medium
Organization
structure
Feedback

30. INTERNAL COMMUNICATION
Internally communication is important because it integrates
managerial functions.
The most important functions are:
1. Establishment and disseminating of the goals of enterprise.
2. Developing plans for their achievement.
3. Organising human and other resources in the most effective and
efficient way.
4. Selecting, developing and appraising members of the organisation
5. Leading, directing, motivating and creating a climate in which
people want to contribute their best.
6. Controlling performance.

31. EXTERNAL COMMUNICATION
External communication refers to the exchange of information,
messages, and interactions between an organization and external
stakeholders. These stakeholders can include customers, suppliers,
partners, investors, media, government agencies, and the general
public. The purpose of external communication is to build and
maintain relationships, convey the organization's messages, and
influence external perceptions.

32. METHODS OF
COMMUNICATION
(I) WRITTEN COMMUNICATION
Written communication refers to the exchange of information, ideas, and
messages through written or printed words. It is a vital form of
communication in various contexts, including business, education,
government, and personal communication.
Merits of written communication:
1. It is accurate and precise.
2. It can be referred to repeatedly.
3. It is permanent record.
4. It is a legal document.
5. It facilitates the process of assigning responsibilities
6. It has a wide access
7. No need for personal contact
8. Completeness
9. Economical

33. Demerits of Written communication :
1. It is time-consuming.
2. It is costly.
3. Quick clarifications is not possible
4. No secrecy.
5. Not suitable for emergencies.

34. (II) ORAL COMMUNICATION
Oral communication refers to the exchange of information, ideas, and
messages through spoken words and verbal interactions. It is a fundamental
form of communication that occurs in various contexts, including
conversations, meetings, presentations, interviews, and public speaking.
Merits of Oral Communication
1. Saves time
2. Economic
3. Powerful
4. More effective
5. Co-operation
6. Knowledge of reaction
7. Clarity of the message
8. Immediate feedback
9. Reliable
10. Help building relationships
11. Useful in group communication
12. Useful during emergencies

35. Demerits of Oral Communication:
1. Presence of both parties
2. Lack of proof
3. Expensive in nature
4. Non-availability of references
5. Quick responses necessary
6. Not suitable for lengthy communications
7. Retentions
8. No legal validity
9. More misunderstandings
10.Responsibilities cannot be assigned

36. (III) NON-VERBAL COMMUNICATION
Non-verbal communication refers to the transmission of information, feelings, and
messages without the use of words. It involves various nonverbal cues such as facial
expressions, body language, gestures, eye contact, posture, touch, and vocal tone.
Nonverbal communication often complements and enhances verbal communication, and it
can convey emotions, attitudes, and intentions. The following are types of non-verbal
communication.
1. Facial Expressions: Facial expressions are a powerful form of nonverbal communication.
Smiles, frowns, raised eyebrows, and eye movements can convey emotions such as
happiness, surprise, anger, sadness, or disgust.
2. Body Language: Body language involves the use of body movements and postures to
communicate messages. This includes gestures (such as pointing, waving, or thumbs up),
hand movements, arm crossing, leaning forward or backward, and other physical actions
that convey meaning or intention.
3. Eye Contact: Eye contact is an important nonverbal cue that conveys interest,
attentiveness, and connection. Direct eye contact often signifies engagement and trust,
while avoiding eye contact can indicate discomfort, disinterest, or submission.
4. Touch: Touch can communicate various messages depending on the context and
relationship between individuals. It can convey affection, support, dominance, aggression,
or comfort. Examples include handshakes, hugs, pats on the back, or gentle touches.

37. 5. Head , Body shape and Posture: Posture refers to the position and alignment of the
body. It can convey confidence, attentiveness, relaxation, or defensiveness. Standing or
sitting upright with an open posture often signifies engagement, while slouching or
crossing arms can indicate disinterest or defensiveness.
6. Appearance : The way individuals present themselves through their appearance,
clothing, and grooming choices can communicate social status, professionalism, cultural
identity, or personal style. It can also influence how others perceive and interpret their
messages.
7.Gestures: Gestures involve the movement of hands, arms, and fingers to
communicate or emphasize a point. Common gestures include pointing, waving,
thumbs up, thumbs down, and the "OK" sign. Different cultures may interpret certain
gestures differently, so it's important to be mindful of cultural differences.
8. Smile: A smile is a facial expression that involves curving the corners of the mouth
upward, often accompanied by the tightening of the muscles around the eyes.
Smiling is a universal nonverbal cue that conveys positive emotions, friendliness,
warmth, and happiness.
9. Silence :Silence, as a form of nonverbal communication, refers to the absence of
speech or deliberate pauses in communication. It can convey meaning, emotions, and
messages in various contexts.

38. Merits of Non-verbal
Communication
1. Reliability
2. Quickness
3. Economic
communication
4. Accurate understanding
5. Meaning of oral
communication is
enhanced
6. Usefulness for illiterates
7. Natual way
Demerits of Non-verbal
Communication
1. Lack of secrecy
2. Misrepresentation
3. Physical presence
4. Applicable only in brief
messages
5. Difficult to study
6. Difficulty in collecting
information
7. No proof

39. CHANNELS OF
COMMUNICATION IN THE
ORGANISATION
Channels of communication refer to the various methods or mediums
through which information, messages, or ideas are transmitted
between individuals or groups. Effective communication channels are
essential for sharing information, expressing thoughts, and fostering
understanding.Channels of communication in any instituion may be
of two types:
1. Formal communication
2. Informal communication

40. FORMAL COMMUNICATION
Formal communication refers to the official or structured way of
transmitting information within an organization or professional
setting. It typically follows predefined channels, protocols, and
hierarchical structures. Formal communication ensures that important
information is shared in a structured and consistent manner within an
organization. It helps maintain professionalism, clarity, and
accountability in the transmission of information and fosters effective
decision-making and coordination.

41. Merits of formal
communication
Unity of command
Sound and proper
communication
Definite and
deliberate
communication
Controllable
communication
Demerits of formal
communication
Distortion of
information
Delay and filtering of
information
Formal action
Increase in the work-
load
of higher managers

42. INFORMAL COMMUNICATION
Informal communication refers to the spontaneous and unofficial
exchange of information, ideas, or messages that occurs outside of
formal organizational channels. It is characterized by its casual
nature, absence of predefined rules, and typically occurs between
individuals at all levels of an organization. Informal communication
plays a crucial role in fostering relationships, building trust, and
creating a sense of community within an organization. It allows for
the free flow of ideas, promotes collaboration, and enables
employees to connect on a more personal level. However, it is
important to note that informal communication can also carry risks,
such as the spread of rumors or misinformation. Organizations
should strive for a healthy balance between formal and informal
communication channels to ensure effective information sharing
while maintaining professionalism and clarity.

43. Merits of informal
communication
Fast and flexible
communication
Fast feedback
Mutual co-
operation
Demerits of
informal
communication
Spread
misunderstanding
Unorganised
communication
Difficult to
control

44. TYPES OF FORMAL
COMMUNICATION
1.Vertical communication
Vertical communication, also known as top-down or bottom-up
communication, refers to the flow of information, messages, or directives
between different levels of hierarchical positions within an organization. It
involves communication that moves vertically up and down the
organizational structure. Vertical communication can occur in both formal
and informal settings. Vertical communication is crucial for effective
organizational functioning. It ensures that information flows smoothly, goals
are understood, and actions are coordinated throughout the organization. It
also allows for upward feedback, enabling organizations to benefit from the
diverse perspectives and knowledge of their employees. To foster effective
vertical communication, organizations should encourage open and
transparent channels, promote active listening, provide opportunities for
employee input, and establish a culture that values feedback and
collaboration across all levels of the organization. It includes two types:
(a) Downward communication
(b) Upward communication

45. DOWNWARD
COMMUNICATION
Downward communication, also known as top-down communication,
is a type of vertical communication that flows from higher levels of
management or authority to lower levels within an organization. It
involves the transmission of information, instructions, decisions, and
feedback from superiors to subordinates. Downward communication
is typically used to provide guidance, clarify expectations,
disseminate policies, and communicate organizational goals. Effective
downward communication requires clarity, consistency, and a
receptive environment. It is essential for aligning employees with
organizational objectives, ensuring understanding of expectations,
and promoting a sense of direction. Organizations should strive to
establish open channels of downward communication that encourage
feedback, two-way dialogue, and opportunities for employees to seek
clarification or provide input.

46. Merits of Downward
communication
Useful for
management
Good organisation
Useful for
employees
Superiors well
informed
A sense of
belonging.
Demerits of
downward
communication
Under-
communication and
over-communication
Delay
Loss of information
Distortion
Built-in Resistance

47. UPWARD COMMUNICATION
Upward communication, also known as bottom-up communication, is
a type of vertical communication that flows from lower levels of an
organization to higher levels. It involves the transmission of
information, feedback, suggestions, and concerns from subordinates
to superiors or higher-level management. Upward communication
plays a crucial role in ensuring that valuable insights, ideas, and
perspectives from employees are shared with decision-makers within
the organization. Effective upward communication requires a
supportive and open organizational culture that encourages
employees to voice their opinions and concerns without fear of
retribution. Organizations should establish channels and mechanisms
that facilitate upward communication, actively listen to employee
feedback, and take appropriate action to address concerns and
leverage valuable insights from their employees.

48. Merits of Upward communication
Providing feedback
Outlet for pent-up emotions
Constructive suggestions
Easier introduction of new scheme
Greater harmony and cohesion
Demerits of Upward communication
Resistance from employees
Fear of incompetence
Indecisive superiors
Messages not heard
Unwillingness to admit failure

49. HORIZONTAL/LATERAL
COMMUNICATION
Horizontal communication, also known as lateral communication,
refers to the exchange of information, ideas, and messages between
individuals or departments at the same hierarchical level within an
organization. It occurs among colleagues, peers, or teams who work
together or collaborate on similar tasks, projects, or initiatives.
Horizontal communication plays a vital role in promoting
coordination, collaboration, and knowledge sharing within an
organization. Horizontal communication is essential for promoting
collaboration, teamwork, and a sense of shared purpose within an
organization. It breaks down silos, encourages information sharing,
and facilitates the flow of knowledge across different areas of
expertise. Organizations should encourage and facilitate horizontal
communication through open-door policies, collaborative tools and
platforms, cross-functional projects, and a culture that values
teamwork and cooperation.

50. Merits of horizontal
communication
Saves time
Co-ordination and Co-operation
Efficiency
Increase Productivity
Immediate feedback
Removes Jealousy
Checks grapevine
Demerits of horizontal
communication
Jealousy among superior rank
Disruption if used in excess
Feeling of frustration
Waste of time in gossiping
Interdepartmental rivalry

51. DIAGONAL COMMUNICATION
Diagonal communication, also known as cross-functional communication or
cross-level communication, refers to the exchange of information, ideas,
and messages between individuals or departments at different levels and
across different functional areas within an organization. It involves
communication that cuts across the formal hierarchical structure and
facilitates coordination, problem-solving, and decision-making across
various organizational boundaries. Diagonal communication helps bridge
gaps, promote innovation, and improve overall organizational effectiveness.
Diagonal communication is crucial for breaking down silos, fostering
collaboration, and promoting a culture of innovation within an organization.
It helps leverage the diverse expertise and perspectives of employees at
different levels and from various functional areas. Organizations should
create opportunities for diagonal communication through cross-functional
teams, project-based work, collaborative platforms, and a supportive
organizational culture that encourages open dialogue and knowledge
sharing across organizational boundaries.

52. Merits of diagonal
communication
Co-ordination
Practicable
Morale boosting
Demerits of diagonal
communication
Fear of infringement
Resistance to
compliance
Anarchy

53. INFORMAL COMMUNICATION:
GRAPEVINE
The grapevine refers to an informal and unofficial communication network
that exists within an organization. It represents the informal channels
through which rumors, gossip, and unofficial information are spread among
employees. The grapevine is often characterized by its rapid and
unpredictable nature, as information can quickly spread throughout the
organization, sometimes bypassing formal communication channels. While
the grapevine can have some benefits, such as providing a sense of
community and informal support, it can also pose challenges for
organizations. Rumours and gossip spread through the grapevine can lead
to misunderstandings, decreased trust, and reduced productivity. To
manage the grapevine effectively, organizations should focus on improving
formal communication channels, being transparent and timely in sharing
information, promoting an open and inclusive culture, and addressing
concerns or rumours proactively.
According to Louis A. Allen, ”Grapevine is a horizontal communication
channel which is related to those persons who are associated with informal

54. Merits of Grapevine
Speedy
transmission
Feedback value
Support to other
channels
Psychological
satisfaction to
workers
Demerits of
Grapevine
Distortion
Incomplete
information
Damaging
swiftness
Rumours

55. PATTERNS OF GRAPEVINE
COMMUNICATION
Single Strand chain: In the single strand pattern, information is
passed sequentially from one person to another in a linear fashion.
For example, an employee shares a piece of information with a
colleague, who then shares it with another colleague, and so on. This
pattern is often used for spreading rumours or gossip quickly.
Gossip Chain: The gossip chain pattern occurs when information
spreads in a branching manner. One person shares the information
with multiple individuals simultaneously, and each of those
individuals passes it on to multiple others. This pattern can lead to
rapid dissemination of information throughout the organization.
Cluster chain: In the cluster pattern, information is shared within
specific groups or clusters of employees. For example, employees
within a department or team may engage in grapevine
communication within their own group, resulting in the formation of
separate clusters of information.

56. Probability chain: The probability pattern suggests that individuals within an
organization selectively choose whom they share information with based on
their perception of the person's interest, trustworthiness, or relevance to the
information. Certain individuals are more likely to receive and transmit
information, creating a network of information flow.
Isolation: In the isolation pattern, individuals or groups within the
organization may be isolated from the grapevine communication due to
various reasons, such as physical distance, hierarchical barriers, or lack of
participation in informal networks. This pattern can result in the exclusion of
certain individuals or groups from the flow of information.
Information Filtering: Grapevine communication often involves the filtering
or modification of information as it passes through individuals. This can lead
to distortion, exaggeration, or selective sharing of information, as
individuals interpret and shape the information based on their own
perspectives and biases.