1. CORPORATE
COMMUNICATION

2. Introduction
• Corporate communication helps the
people, in business, in analyzing the
important information and also helps in
keeping the people of a business
organization united and organized and
separating from the non-members from
them.

3. Channel of Communication
Formal
Communication
Informal
Communication

4. Formal Communication
• “Formal communication is that
communication which flows along with a
prescribed network .”
• “Formal communication is that flow of
information which follows an official chain
of command.
-- Thill and Bovee

5. • Communication takes place through the formal
channels of the organization structure along the
lines of authority established by the
management.
• Such communications are generally in writing
and may take any of the forms; policy; manuals:
procedures and rule books; memoranda; official
meetings; reports, etc.

6. General
Manager
Manager
Assistant
Manager
Supervisor Employee
Order and Directions
This diagram explains formal communication.

7. Formal Communication : Characteristics
• Written and oral
• Formal relations
• Prescribed path organisational message
• Deliberate effort
• Definite and direct

8. Formal Communication : Merits
• Filtering of communication
• Maintenance of authority of the officers
• Vital scope
• Clear and effective communication
• Orderly flow of inormation

9. Formal Communication :Demerits
• Dilution of accuracy of message
• Overload of work
• Overlooked by the officers
• Distortion of information

10. Formal Communication
Classification
VERTICAL
COMMUNICATION
HORIZONTAL or LATERAL
COMMUNICATION
DIAGONAL
COMMUNICATION

11. Vertical Communication
Downward
Communication
Upward
Communication

12. Downward Communication
Written
Such as direction
letters, handbooks,
pamphlets, policy
matter, process, etc.
Oral
Instructions, directions,
speech, meetings,
telephones,
loudspeakers

13. Upward Communication
FEEDBACK VOLUNTARY
COMMUNICATION

14. Upward Communication : Methods
Periodical
Meetings
Open door
Policy
Suggestions
Box
Counselling
Informal
Conference

15. Horizontal / Lateral Communication

16. Horizontal / Lateral Communication
Finance &
Accounts
Marketing Production
Personnel &
Administration

17. Lateral Communication
MERITS
• Co-ordination
• Faster Communication
DEMERITS
• Tendency of using professional language,
resulting difficulty in communication
• Noise and distance creates disturbance in
communication.
• Adversely affects motivation and inspiration
among employees.

18. Diagonal Communication :
Forms
ORAL WRITTEN
Informal
Meetings
Organisational
Meetings
Task Team
Company’s Bulletin &
Newspapers
Bulletin Board
General
Information

19. Diagonal Communication
Top Management
ManagerManagerManager
Diagonal
Downward Upward

20. Informal Communication
• Thill and Bovee remark,“The Informal
Communication network carries information
alongwith organisational’s unofficial lives of
activity and power.”
• Communication arising out of all those channels
of communication that fall outside the formal
channels is known as informal communication.
• It is also termed as Grapevine Communication.

21. • Built around the social relationships of
members of the organization.
• Informal communication does not flow in
lines of authority as is the case of formal
communication.
• It arises due to the personal needs of the
members of an organization.

22. Informal Communication :
Characteristics
• Formation through social relations.
• Two types of information
• Uncertain route
• Possibility of rumors and distortions.
• Quick relay.

23. Informal Communication :
Advantages
• Fast and effective communication.
• Free environment.
• Better human relations.
• Easy solutions of the difficult problems.
• Satisfying the social needs of the workers.

24. Informal Communication :
Disadvantages
• Unsystematic communication.
• Responsibility.
• End of originality.
• Unreliable information.

25. Informal Communication:
Networks
• Free flow communication.
• Circular communication
• Chain communication
• Wheel communication

26. Free Flow Communication.
• It is clear in the below
diagram, that the group
comprises 4 members
A,B,C and D and the
communication in them
is flowing smooth. At a
time A is engaged in
communication with
B,C,D and the same is
the case with B,C,D.
A
B D
C

27. Circular Communication
• In this, all the concerned
person communicate
with their neighbors and
all the information
gradually start flowing in
a circular manner.
• The message is
apparently moving in a
circular manner.
A
B D
C

28. Chain Communication
• It is such a series
of exchange of
thoughts which
keep on moving
forward without
returning.
C
E
D
A
B

29. Wheel Communication
• The centre of
information is only
one man. The
information is
disseminated from
one centre towards
all the directions.
• In the figure C is
doing the job.
C
A
D E
B

30. Grapevine Communication
• Acc. to Keith Davis “grapevine is basically a channel of
horizontal communication, for it is only people at the same
level of hierarchy who can informally communicate with one
another with perfect ease.
• It is a form of informal business communication, which
develops within an organization.
• It means gossip, usually gossip that spreads and covers a lot
of ground.

31. Examples of Grapevine
Network of Communication
• Suppose the profit amount of a company is
known. Rumor is spread that this much profit is
there and on that basis bonus is declared.
• CEO may be in family relation to the Production
Manager.They may have blood relations with
each other.

32. Characteristics of Grapevine
• Informal
• Spontaneous
• Adjunct to formal channel
• Multi-directional
• Mostly intra organizational

33. Importance of Grapevine
• Organizational solidarity and cohesion
• A safety value
• Supplement to other channels
• Quick transmissions

34. Grapevine : Advantages
• Helpful to other medium.
• Speedy transmission.
• Feedback value.
• Development of organisational power.

35. Grapevine : Disadvantages
• Any unconfirmed message is seriously taken.
• Unconfirmed message does not supplement a
confirmed message, satisfying the receiver I terms of a
clear picture and its authenticity.
• Unconfirmed report spoils the authenticity of factual
message.
• Organisational policies and the secrecy of decisions are
at stake.

36. Why the Grapevine Grows
• The human mind is ever active and full of
ideas.
• The tendency to communicate and share
these ideas is natural and in born.
• Individuals look for like minded people to
share feelings, fears, aspirations and
problems.

37. Types of Grapevine Chains
• Single strand chain
• Gossip chain
• Probability chain
• Cluster chain

38. Single Strand Chain
• This chain consists of one
on one interaction. In it L
says something to M who
then relays it to N and so
on.
• It is the least accurate of
the four chains and with
the increase of transit
points the chances of
distortion and deletion
increase.
L
M
N
O

39. Gossip Chain
• This chain is characterized
by a group of people
gathering to discuss
matters of mutual interest.
• Here one person seeks out
and tells everyone the
news that he/she has
gathered.
• It is used to relay
interesting bits of news
that may not be job
oriented
Q
T N
R P
S OL
M

40. Probability Chain
• Message is passed
on randomly without
direction or method.
The choice of
recipient depends on
the sender’s will,
situation or context.
Sender is indifferent
to or not interested
in the receiver he
chooses.
UO
N
Q
P
M
R
L S T

41. Cluster Chain
• This is the most popular
grapevine pattern .
Information is passed on a
selective basis to a few
members only.
• The first sender informs a few
chosen individuals who again
pass on the information to
individuals of their choice or
keep the information to
themselves.
• Choice of recipient depends
on the content and intent of
the message as well as the
relationship between the
members of the group .
P
O
N
M
Q
L
S
R
V
U
T

42. Barriers in Communication
Definition
Due to various barriers of
communication, when the message from the
sender is not received by the receiver in its
original form, then such obstructed and
ruined form of message is called mis-
communication.

43. Communication Barriers:
Different Levels
1. At sender’s level:
a) Encoding of message
b) Formulation and organising thoughts of message.
2. At receiver’s level:
a) Decoding of the encoded message to obtain through an
understandable language.
b) Receiving the message.
3. At transmission level:
The medium through which a message is transmitted.
4. At feedback level:
At this level the reaction of the receiver goes back to the
sender.

44. Mis–Communication :The Rising
• Problems in developing a message.
• Problems in transmitting a message.
• Problems in interpreting a message.
• Difficulty in expressing ideas.
• Problems in receiving message.
• Differences b/w sender and receiver.
• Differences b/w sender and receiver.

45. Barriers in Communication
Semantic Barriers
Other BarriersPersonal BarriersPhysical Barriers
Emotional or
Perceptional
Barriers
Organizational
Barriers

46. Semantic Barriers
• Semantic refers to the study of meaning in
terms of physical and psychological aspect.
• It is also a cause of communicative lapse.
• Language is the most powerful base of
communication process and any careless
use of it can lead to serious problems.

47. Semantic Barriers
Wrongly expressed
message
Use of Technical
Language
Uncleared
Pre-concepts
Unclarified
Assumptions
Faulty Translation

48. Organizational Barriers
• Organizational rules, structures, policies,
appointments, etc., influence the efficiency of the
employees.
• In a complicated structure of a big organization, in
addition to lengthy communication channels, the
communication process at various levels of the
cases the original form and meaning get distorted.

49. Organizational Barriers
Complicated
Organizational
Structure
Organizational
Facilities
Organizational
Regulatory
Policies
Bad maintenance of
Communication
Objects
Reputory
Relation

50. Emotional or Perceptional
Barriers
• This barrier refers to the degree of an individual’s
emotional and intellectual perception, for the lack of it
on the part, either of the sender or the receiver would
lead to serious lapse of communication.
• If either of these two participants is under some stress
or strain, anxiety, excitement, fear or any such factor,
neither the sender would be able to communicate the
message properly nor would the receiver be able to
interpret the message properly.

51. Emotional or Perceptional
Barriers
Emotional
Attitude
Distrust of
Communication
Unuseful mixing and
Killing of originality
Selective Attitude
Less Grasping
Power
Immature
Evaluation

52. Physical Barriers
• Physical Barriers are cropped up because of
physical conditions such as noise , time distance
and financial obstacles, etc. the noise is the
outcome of the traffic outside, or the noise of
typing in the adjoining room, the frequent
physical movement of people, tickling pen or
coffee being served during the on-going
communication.

53. Physical Barriers
Literary Explosion
Noise, Time and
Distance
Finance Related
Obstacles
Hello Effect

54. Personal Barriers
• Communication is a process that involves
inter-personal relations.These inter-
personal relations are of various intensity
and levels b/w senders and receivers.
• It is natural to have personal conflicts and
heart formation among employees for one
reason or the other.

55. Personal Barriers
Senior officer
related
Obstacles
Body
Language
Problems due
to
subordinates
Lack of
Interpretation
Attitude Fear
Proper
Medium
Lack of
Time
Lack of
Interest

56. Other Barriers
• Other barriers in the flow of communication
of message are the use of unsuitable
channel, defective mechanical equipment,
pressure of communication, diversified
social and cultural background of senders/
receivers, etc.

57. Other Barriers
Overloading of
Information
Problem due to
Governmental Publication
Modern Mechanical
Equipment
Diversification of Social/
Cultural Background

58. Measures for Barriers of
Communication
• Clear objectives
• General idea about audience
• Use of easy and clear language
• Effective listening
• Total control over emotions
• Lessen the noise
• Completion of message
• Suitable environment
• Effective use of body language
• Proper use of feedback.

59. Groups Discussions
• What is a Group?
In a formal or informal organization where a
group of people, assemble together to take
an important decision through discussions
and contemplation over some significant
subject or problem, is called a group.

60. Characteristics of a Group
1) Congregation of two or more persons.
2) Common goal.
3) Interact with another to achieve
common goal.
4) Formal or informal organization.

61. Types of Groups
• Formal Groups
• Informal Groups
• Primary Groups
• Secondary Groups

62. • What is Discussion?
Discussion means interaction, an activity
which involves a complete debate on a
subject or an objective in order to arrive
at a decision after an investigation into
the details from every possible aspect.

63. Ingredients of Discussion
• Purpose
• Leadership
• Participation
• Planning
• Informality

64. Stages of Group Development
• Forming : at this stage, the group is concerned
with testing the boundaries of appropriate
behavior in very careful and conscious way.
Members are dependant upon group leader.
• Storming : in this stage, conflict emerges among
members as they tend to seek personal
recognition. Underlining issues at this stage are
concerned with prestige and power.

65. • Norming : at this stage, counter movements develop
to soften the hostility with open communication and
reorganizing the group. Personal feelings are
subordinated to the group interest.
• Performing : at this stage, the members of the group
channelize their energies into work after solving the
structural problems and their interpersonal
differences. Members feel greater degree of
freedom and assume a sense of responsibility for the
group goals.

66. • Reforming : sometimes tension remain
and working groups are not continuously
feeling harmony.Therefore, group
members initiate to reform with new
norms to strengthen the group.

67. Group Discussion
• Group Discussion is the process of oral
communication, adopted by business
organization to arrive at a collective
decision.

68. Objectives of Group Discussion
1) Solving Problem
2) Making Decision
3) Collecting and Exchanging Ideas

69. Features of G.D.
• Purpose
• Planning
• Participation
• Free communication
• Leadership

70. Desired Behavior during G.D
Functional
Behavior
Positive Behavior
Self-directed
Behavior

71. Personality traits assessed in G.D.
• Team spirit
• Leadership
• Flexibility
• Reasoning ability
• Assertiveness
• Initiative
• Creativity
• Listening and
empathy
• Awareness

72. Prerequisites of Successful G.D.
1. Achievement of objectives
2. Listening constructive criticism
3. Exchange of ideas
4. Positive attitude
5. Co-operative attitude

73. Prerequisites of Successful G.D.
6. Appropriate evaluation
7. Accuracy
8. Brief and precise
9. Progress
10.Patience
11.Vocabulary

74. G.D : Advantages
• Collective opinion
• Expert opinion
• Acceptable by all
• More authentic and valuable
• Generates more beautiful ideas
• It is a repository of several minds
• Collective opinion always useful for all

75. G.D : Disadvantages
• An encroacher upon time.
• Involves diversity of opinions and becomes
problematic.
• Sometimes decisions are attributed to some experts
causing dissention.
• A product of difference of opinions, hence not
welcomed by all.
• It is more expensive in terms of time, energy and
money.

76. Interview
• An interview is a conversation between two or
more people where questions are asked by the
interviewer to elicit facts or statements from the
interviewee.
• “An interview is a psychological document cum
introspective analysis of the mind of the
interviewee”.
-- M.K.Sharma

77. Interview : Characteristics
• The process of interview implies an involvement of two
participants engaged in a face-to-face personal interaction.
• An interview is always purposeful and the purpose is already
known to both the participants.
• Both the participants are psychologically prepared for all the
interview pre-decided.
• By means of interview much is learnt about the life of an
interviewee.
• Pre- interview information reinforce the credibility and priority.
• Interview is a part of the formal communication.

78. Interview :Types
• Employment or selection interview
• Problem interview
• Promotion interview
• Personal interview
• Interview for job completion
• Interview for collecting information
• Counseling interview
• Mock interview

79. Seminar
• A seminar is, generally, a form of academic
instruction, either at an academic institution or
offered by a commercial or professional
organization.
• It has the function of bringing together small groups
for recurring meetings, focusing each time on some
particular subject, in which everyone present is
requested to actively participate.

80. Definition of Seminar
• It is a detailed discussion by a limited
group of intellectuals by which the result
or research or advance study is
presented through oral or written
reports.

81. Seminar : Characteristics
• Seminar refers to the discussion on a subject by
a group of subject experts.
• The subject of discussion is of highly intellectual
standard.
• Seminar is an oral form of communication.
• The outcome of the discussion in a seminar in
which the participants are highly educated and
intellectual nd the inferences evolved are of a
great value and advantage.

82. Seminar :Types
• Mini Seminar: the objective is to hold
discussion, at a lower level, on a specific
issue. It is used at the formative stage.
• Main Seminar: such seminars are organized
by some department or an institution once
either in a week or a month, as scheduled.

83. Seminar :Types
• National Seminar: in this, the subject authorities
are called upon and the expenditure is incurred
by the organization.The venue and the norms
are pre-determined.
• International Seminar: such seminars are
arranged by national organizations and the
report of the seminar is vital and has a far-
reaching effect.

84. Seminar : Objectives
• Developing tolerance, in fact, on antagonistic view.
• Developing positive attitude towards opinions and
viewpoints.
• Developing analytical and critical insight.
• Developing the art of expression on the basis of
observations and experience.
• Developing purity and chastity of thoughts and an
attitude of co-operation.

85. Presentations
• The word ‘presentation’ refers to the deliverance of a
pre-drafted speech or in business communication.
• The word ‘presentation’ means a prepared speech on a
given topic that is made to a small audience.
• The presentation of the matter should be effective and
must be suitable to listeners, keeping in view the
circumstances that influence the listener.

86. Presentation
• Presenting new goods, services and system.
• To construct a model, a layout and a policy.
• Selling goods, services, concepts and thoughts.
• Representing a group and a department.
• Suggestions about any solution, problems and
new concept.
• Entertainment of participants, audience and
others.

87. Presentations
Group
Presentation
Individual
Presentation

88. Individual Presentations
• It refers to one individual presentation on a pre
selected subject before audiences, who are well
versed in the subject.
• For making the individual presentations,
consider the following aspects:
– Strategy
– Structure
– Support
– Speeches

89. Group Presentation
• It refers to a presentation, by a group of people,
on the same topic before audiences.
• All the members of the group select the points of
the topic as per their predilection prior to their
presentation.
• There is one leader of the group to regulate and
monitor the presentation.

90. Presentation :Types
Informative
Presentation
Persuasive
Presentation
Goodwill
Presentation

91. • Informative Presentation : It refers to sending
information to audience regarding a specific subject,eg.,
organizing a training camp.
• Persuasive Presentation : it refers to a process of
persuading the audience to do some job, to accept
or to change something in the system of functioning.
• Goodwill Presentation : it refers to an invitation to
audience over some important events and also for
the sake of entertainment such as post speech lunch
or dinner.

92. Presentation:Time Distribution
objectives &
causes of
presentation
10%
time for main
subject
20%
development of
subject matter
40%
concluding of
main subject
20%
summarizing
10%

93. THANK YOU !!!