This document discusses communication strategies and principles. It begins by defining communication as the transfer of meaning, not just the sending of messages. There are six principles of communication: it is dynamic, continuous, circular, unrepeatable, irreversible, and complex. Barriers to communication include physiological barriers like differences in senses, and psychological barriers where meaning is not understood. Developing a communication strategy requires considering the sender, receiver, message, media, code, feedback, noise, and effects. Strategic communication as a manager differs due to levels of responsibility, organizational culture and dynamics, and personality preferences.

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Communication is about sending and receiving message .However, communication is
much more than sending message. It is about the transfer of meaning. Communication is
complex, ongoing process that involves the whole substance of us.
Elements of Communication:-
To be successful in understanding the meaning of every message you receive and send,
you should be able to transfer meaning as well and understand the message context.
Human communication is delicate, difficult and above all, complex.
Communication in organization now a day face challenges due to lack of understanding
of sending and receiving messages.
Principles of Communication:-
Human communication now can be across time and cultures, across organizations and
professions, and across nations and economies.
We have six principles of communications they are:
1-Dynamic: Human communication is constantly undergoing change.
One message builds on another, one experience adds to another.
2-Continues: Communication never stops.
3-Circular: Communication never had been one way. We take information from outside
world, determine what it means, and respond. The cycle of receiving and sending
information.
4-Unrepeatable: No man can step in the same river twice- what it means if you attempt
to repeat an experience, the experience will be different-Circumstances change and so
will you.
5-Irreversible: We can freeze water into ice and then thaw it back into water again, but
not communication.
6-Complex: communication is complex not because of the different elements and
principles at work in the process, but also because it involves human beings.
Each of us is different in explaining or understanding meaning of words, react differently
around people. We have different ways of communicating with people.

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Barriers to Communication
1-Physiological Barriers: Because all the information we receive about the world must
come through one or more of our five senses (Sight, Touch, Smell, and Taste) we depend
on those senses to report accurately on what is going around us. Therefore, sending
message to others, we must be sensitive to the fact that they may not see, hear, touch,
smell, or taste in the same way we do.
2-Psychological Barriers: Communication is much simply sending and receiving
message. It is about understanding then, as well. Remember, communication is the
transfer of meaning, and if I don’t know what you mean- even though I may see and hear
you well enough- no communication has taken place.
Communicating Strategically:-
To communicate strategically you need:-
1-Your plans for communication
2-Your proposed message
3-The media your select
4-The code you employ
5-The context and experience you bring to situation
6-The ethics you adopt will all have a direct affect on the outcome
*Those are the keys to successful strategic communication.
To Develop Communication Strategy we have to know...
1) Sender-who should communicate this message .Should you ask your manager or
vice president to sign this letter. Who are the audience for this message?
2) Receive-who are the audience for our message? What do we know about them?
What do they know about our subject?
3) Message-what should your message contain? What should the message say for the
audience? Should the message focus on topic or more?
4) Media-What is the best way to send the message? Will one media offer your audience
better opportunity for feed back? Will one media cost more than another?
5) Code- it means selecting the tight words and image. Will the audience understand the
words you plan to use?

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6) Feed back-What is the reaction of your audience? Will the audience response be
delayed? How much feed back will you need before you decide to communicate again?
7) Noise-How many others senders and messages are out these? Who are you
competing with? How can you get the attention of your audience?
8) Effect-To achieve the goals you have set for yourself and organization, you must
know how to motivate others. You must show them how the information or ideas you
have shown them are useful and worth acting upon them.
Why communicating as a manager is different?
1-Level of responsibility and accountability: the higher your level of
responsibility in an organization, the more you have to think about.
In addition, as you become more accountability, you tend to keep better records.
2-Organizational Culture: to write memos, writing things down, more day to day
information through the organization to succeed in such a business.
Therefore, you must adapt to the existing culture rather than to try to change it.
3-Organizational Dynamic: Organization like humans, they one on constant
change with the condition of market place and the lives of managers who run them. Your
Communication will have to adapt to the condition in which you find yourself.
4-Personality preference: As we know that each of us has his way or preference for
gathering, organizing information, and has a style of making decisions. Therefore, you
have to deal with your personal preference in order to succeed in business.
Note “Dear Students Read Crisis
Communication in the Text Book
Pages 32, 33, 34, 35”