1. CHAPTER 5 - COMMUNICATION
Question scanner
Objective Questions
2000
1. (iii) State the principles of feedback for effective communication.
‘Feedback’ is the reaction or reply from the receiver (for whom the communication is
meant). The principles of feedback are:
a. It ensures that the receiver has correctly undetstood the message conveyed
to him.
b. The feedback bt the employees in an organisation is very useful in decision
making process.
2001
1. (i) Mention 2 key objectives of communication.
The two key objectives of effective communication are:
a) Motivation to employees: it encourages the employees to accept new ideas and
leads to better employer- employee relations.
b) Cooperation through understanding: Communication inculcates the understanding of
employees and leads them to greater efforts. Thus, it ensures efficiency in work.
(ii) What is ‘grapevine’ in communication strategy?
Informal communication is not based on organisational relationships and free from all
kinds of formalities. It does not follow the line of authority. Hence, informal
communication is also known as ‘grapevine’, as the origin and the direction of such
communication cannot be easily traced.
2002
1. (i) Give 2 points of differences betweenupward communication and lower
communication.
Sr
n
o
Basis of
differentiation
Upward communication Downward/lower
communication
1 Meaning Upward communication
means communication
which flows from
subordinate to superior
Downward communication
means communication
which flows from superior
to subordinate.

2. 2 Distortion Upward communication is
more prone to distortion
Downward communication
is less prone to distortion
3 Type of
information
It conveys an assessment to
subordinates and gives
specific directives about
the job being entrusted to
the subordinates
It provides the management
with necessary feedback
and valuable information on
thoughts of employees
about the organisation.
(ii) Mention any 2 demerits of oral communication.
The demerits of oral communication are as follows:
a. It provides no record for future reference and may create legal problems in
future.
b. It has tendency of being distorted.
c. Sometimes oral communication generates communication gap.
2003
1. (i) State 2 limitations of written communication.
The demerits of written communication are as follows:
a. It is an expensive and time consuming method of communication.
b. It is very formal and lacks a personal touch of sophistication.
c. It encourages red-tapism and involves too many formalities.
(ii) What is gestural communication?
Communication through body language is known as gestural communication. It may be
in form of:
● Facial expression
● Movement of hands
● Movement of head
● Movement of lips
● Wink of an eye

3. ● Mere silence, etc.
2004
1. (ii) State the importance of communication in 2 points.
a. Smooth and efficient operation: an effective operation system serves as the
lubricant, fostering and smooth and efficient functioning of the enterprise.
Effective communication promotes managerialefficiency.
b. Higher productivity at lower cost: effective communication helps to motivate and
provides morale to the employees and hence increase quantity and quality of work
done by them. It saves time and decreases the cost of production
2005
1. (i) What is ‘feedback’ in the process of communication?
‘Feedback’ is the reaction or reply from the receiver (for whom the communication is
meant). It is the words, gestures and other signs which are passed on by the receiver
while reacting to the message sent to him. It is the reversal of effective
communication.
(ii) Give two advantages of oral communication.
a. It removes distances and barriers between the communicator and the
communicatee.
b. It ensures better understanding of the message communicated.
c. It is flexible that is can be changed with the changing conditions of an
organisation.
2006
1. (i) State any two devices developed in recent for rapid and efficient
communication.
The two devices developed in recent for rapid and efficient communication are:
a. Electronic mail (e-mail)
b. Cellular phone
These devices have reduced time and distance involved in communication
significantly.
2007
1. (ii) State any 2 features of communication.

4. a. Continuous process: communication is a continuous process which is required
by superiors, subordinates and other members of the organisation on a
continuous basis to keep operations running smoothly.
b. Two way process: communication involves both sending the message and
receiving the response to that message. It is not complete unless the receiver
has understood the message and gives the feedback in return. Hence it is a two
way process.
c. Influencing the human behaviour: this is one of the main objectives of effective
communication. It is a means of motivating the people by proper timing of
communication.
2009
1. (i) What is meant by video conferencing?
Video conferencing is a system by which people staying at different places can discuss
certain issues of common interest. This method of communication is very effective for
executives, political leaders, consultants, etc. People can hold conferences and can
both hear and see one another on television screen with the help of this facility. The
video calling ensures face to face conversation over long distances at economical
rates.
(ii) Give any two advantages of written communication.
a. The written communication provides a permanent record for future reference and can
be quoted as legal evidence in the case of any dispute
b. The written communication is a ideal way of transmitting lengthy messages
c. The written communication is retained for the repeated use in future.
2010
1. (i) What is meant by gang plank?
Gang plank is a special arrangement to ensure quick and easy communication in order
to facilitate prompt decision making in certain cases, by deviating formal chain of
communication. A gang plank (direct contact) is created to facilitate quick
communication between two links in the chain. However gang plank should not used
be a normal practice as it undermines the established lines of authority.
(ii) What is horizontal communication?

5. Horizontal communication means flow of communication between people on the same
level of the hierarchy. Horizontal communication takes place between:
a. Two subordinates of same levels.
b. Two departmental managers.
c. Any two or more persons who are bound to one another by a relationship of
equality.
It is generally an informalcommunication, which promotes mutual understanding
of managers.
Essay Questions
2001
2. (B) Comment briefly on – “communication is number one problem of management. “
Communication is one of the most important elements for effective management. But several
there are some hurdle, blockade, stoppage, bottleneck etc in the way of effective
communication which is called “barriers of communication”. There are many barriers in the
effective functioning of the management. Some of them are:
a. Language or semantic barrier: the language can be the barrier in the effective
management. When pronouncement of the words is not clear the receiver interprets in
the different ways. Even the same words carry different meaning to different people.
People interpret the symbols according to their thinking and understanding hence the
messages are interpreted differently.
b. Status barrier: superior-subordinate relationship in the formal organisation may even
obstruct the free flow of information. A superior may only pass the selected information
to his subordinates so as to maintain status differences while a subordinate may feel
reluctant to report his shortcomings to his superior.
c. Wrong choice of medium: each communication must be transmitted through an
appropriate medium. An unsuitable medium is one of the biggest barriers to
communication. A properly chosen medium can add to the effectiveness of
communication.
d. Organisational barriers: When the organisation structure is complex comprising several
layers of management the flow of information gets delayed and distorted. Every
department is more concerned about its own interest and need and does not appreciate
the problems of other department(specialisational barriers)
e. Premature evaluation: some people are in a habit of forming a judgement before
reading/listening to the message. This tendency distorts the understanding and message
passed on differs leading to ineffective communication

6. f. Different comprehension of reality: The conviction of events, object etc is different to
different people. Two persons can’t perceive reality in identical manner. On account of
different evaluations, people comprehend in a different way leading to
miscommunication.
Hence, sometime due to barriers of communication the message passed is miscommunicated
and therefore affects the smooth functioning of the organisation.
2002
1(a) Differentiate between formal and informal communication.
Formal communication: it refers to the flow of information along the lines of authority
deliberately and consciously established by the management in the organisation structure. It
is articulate and has an official support. It links various sub systems of organisation.
Informal communication: it is the flow of information and opinions through social interactions
and interpersonal relations among the people. It is unofficial and represents the spontaneous
expression of ideas and reactions.
No Basis of distinction Formal communication Informal communication
1 Meaning it refers to the flow of
information along the lines of
authority deliberately and
consciously established by the
management in the
organisation structure
It is the flow of information
and opinions through social
interactions and
interpersonal relations among
the people.
2 Nature of message The message is work related
and therefore it is well
planned, systematic and
authorised and accurate
The message is mainly social
matter due to social
interactions and
interpersonal relations among
people and therefore it is
unplanned, erratic and
unauthorised and unaccurate.
3 Channel of
communication
The message is generally
written and therefore it has to
be planned and organised.
The message is generally oral
and therefore it is unplanned
and erratic
4 Manner of
conveying message
The manner of conveying
message is impersonal
message and therefore it is
mostly accurate
The manner of conveying the
message is generally personal
message and therefore it is
distorted
5 Flow of message It has fixed beginning and the
end of flow of message is
known
The beginning is variable and
mostly the end of flow of
message is unknown and

7. therefore it is known as
grapevine
6 Source of message The source can be traced
easily as it has fixed beginning
the source is difficult to
trace as the end is unknown
Hence in management of a business formalmethod of communication is adapted as the source
is fixed and the message is accurate and planned and is never distorted unlike informal
communication.
(b) Give 5 principles of effective communication.
Effective communication is the one in which the message is passed on accurately without and
misinterpretation of the message. In order for the communication to be effective the certain
principles have to be adapted. These principles ensure the communication to be effective and
plays important role in the business.
Some of the principles are:
a. Clarity of the message: the subject matter which is to be communicated has to be clear,
planned, authorised and accurate. No confusing or ambiguous terms should be used so
that the purpose of the communication is deviated.
b. Reciprocal communication: both the communicator and communicatee should
participate in communication. There should be a reciprocal effect (that is the two way
effect). This indicates that the communicatee has listened the message attentively. The
listener should give the feedback to the communicator which makes the communication
effective.
c. Correct channel: the correct channel of communication is to be chosen in order to make
communication effective. The channel to be chosen depends on the nature and purpose
of communication.
d. Speed and accuracy: the communication should ensure the accuracy in transmission of
information. The communication should be capable of carrying the messages speedily
but the speed should not impair the accuracy of the message.
e. Flexibility and safety: the communication should be amenable to the change according
to the needs of the business. It should absorb new techniques of communication with
little resistance but the amendment should ensure safety of its contents from loss in the
transit.
f. Consistency: the communication should be consistent that is there should be very
less/no gap between the message and the feedback. And the consistency between the
message being received and his actions.
Hence the principles are very essential in the effective communication if not there leads to
misunderstanding and misinterpretation on the message.

8. 2003
1(a) Distinguish between written and verbal communication.
Written communication: it is transmission of information through written words. It enables
information to be conveyed far and wide Hence it should be accurate planned and systematic.
It prevents any distortion of messages.
Verbal/oral communication: it is the means of transmission of information through spoken
words. It is very useful when detailed message are to be conveyed and when explanations to
be given. It can be changed according the changing time and hence it is flexible.
But there are some differences between written and verbal communication.
No
.
Basis of
differentiation
Oral communication Written communication
1 Meaning Written communication is the
transmission of a message
through spoken words
Oral communication is the
transmission of a message
through written words
2 Preservation In oral communication there is
no evidence for future
evidence so as to verify the
spoken words
In written communication,
there is the evidence for
future reference as the
written things are for
permanent record
3 Flexibility The oral communication is
flexible that can be changed
according to the changing
time
Written communication is
subject to permanent record
and hence cannot be
changed(not flexible)
according to the changing
conditions
4 Time and expense It is economical and time
saving for distant places
It is time consuming and
expensive for distant places
5 Feedback The feedback is given
immediately by the listener
The feedback is not given
immediately as it is time
consuming
6 Distortation The message can be distorted
easily as it has no evidence
and message can be
misinterpreted by the listener
The message is not distorted
easily as the written message
ensures that there is no
misinterpretation of message
2004

9. 1(a) State the importance of written communication
The written communication is transmission of information through written words. It enables
information to be conveyed far and wide Hence it should be accurate planned and systematic.
It prevents any distortion of messages. Importance of written communication is as follows:
a) The written communication can be transmitted to numerous people simultaneously
b) The written communication provides a permanent record for future reference and can be
quoted as legal evidence in the case of any dispute
c) The written communication is a ideal way of transmitting lengthy messages
d) The written communication is a formal communication and carries more weight
e) The written communication is retained for the repeated use in future
f) The written communication gives specific instructions to the subordinates and fixes their
responsibilities
Hence written communication is adapted as a means of communication in the management of
the business.
2005
1(b) Give the importance of communication
Efficiency in management is not brought without an effective network of communication in an
organisation. The overall functioning of whole organisation is supported by an effective
communication network. The importance of communication is explained as below:
a. Basis of decision making and planning: communication is necessary for decision making
and planning. Managers get the required information through communication and it is
required for the information to be communicated to the subordinates. Effective
communication is helpful for proper implementation of plans and policies.
b. Smooth and efficient operation: an effective operation system serves as the lubricant,
fostering and smooth and efficient functioning of the enterprise. Effective
communication promotes managerial efficiency.
c. Higher productivity at lower cost: effective communication helps to motivate and
provides morale to the employees and hence increase quantity and quality of work done
by them. It saves time and decreases the cost of production
d. Public relations: the communication helps in maintain good public relation and image
in the society. It is through proper communication the business keeps its good relation
with the customers, shareholders suppliers etc hence promoting the business. Provides
proper information in the advertisement or while sales promotion through proper
communication
e. Creates mutual trust and confidence: the communication creates healthy relation
between the employee and the managers. It is helpful in boosting the morale and

10. motivation of the employees working in an organisation. Prompt redressal of employees’
grievances by top level managers motivates employees to do work efficiently.
f. Facilitates directing functions: communication improves superior subordinate
relationship by providing opportunities to employees to express their opinions and
viewpoints. The directing functions includes proper communication, motivation,
leadership and supervision.
Hence effective communication is said to be the nervous system of the management of
an organisation.
2006
1(b) Discuss the importance of informal communication in an organisation
Informal communication is the flow of information and opinions through social interactions
and interpersonal relations among the people. It is unofficial and represents the spontaneous
expression of ideas and reactions. It is very important in an organisation.
a. Informal communication is faster than formal communication as it doesn’t
require to follow scalar chain of demand
b. Informal communication operates in any direction through personal and social
relation among the employees
c. Informal communication enables the management to ascertain the employees’
attitudes and reactions to plans and policies
d. Informal communication is more effective and powerful in reducing the stress
of work
e. Informal communication helps individuals to communicate matters that can’t
be communicated through official channels and gives a personal touch to the
employees.
f. Informal communication provides psychological and moral support to the
workers
g. Informal communication help the management to know the attitudes and
reactions of the employees
Hence informal communication is very useful in gaining the confidence of their employees and
provide them support and morale and motivates them.
2008

11. 1. Examine and identify the factors that obstruct the free flow of communication.
Suggest feasible steps to overcome them.
Communication is one of the most important elements for effective management. But several
there are some hurdle, blockade, stoppage, bottleneck etc in the way of effective
communication which is called “barriers of communication”. There are many barriers in the
effective functioning of the management. Some of them are:
g. Language or semantic barrier: the language can be the barrier in the effective
management. When pronouncement of the words is not clear the receiver interprets in
the different ways. Even the same words carry different meaning to different people.
People interpret the symbols according to their thinking and understanding hence the
messages are interpreted differently.
h. Status barrier: superior-subordinate relationship in the formal organisation may even
obstruct the free flow of information. A superior may only pass the selected information
to his subordinates so as to maintain status differences while a subordinate may feel
reluctant to report his shortcomings to his superior.
i. Wrong choice of medium: each communication must be transmitted through an
appropriate medium. An unsuitable medium is one of the biggest barriers to
communication. A properly chosen medium can add to the effectiveness of
communication.
j. Organisational barriers: When the organisation structure is complex comprising several
layers of management the flow of information gets delayed and distorted. Every
department is more concerned about its own interest and need and does not appreciate
the problems of other department(specialisational barriers)
k. Premature evaluation: some people are in a habit of forming a judgement before
reading/listening to the message. This tendency distorts the understanding and message
passed on differs leading to ineffective communication
l. Different comprehension of reality: The conviction of events, object etc is different to
different people. Two persons can’t perceive reality in identical manner. On account of
different evaluations, people comprehend in a different way leading to
miscommunication.
Hence, sometime due to barriers of communication the message passed is miscommunicated
and therefore affects the smooth functioning of the organisation.
Therefore, in order to overcome these barriers of communication so that the management
becomes more effective and responsive. Some of the measures are:
a. Handling language differences: the message should be expressed in simple and easily
understood language. The words and symbols used to convey the message should match
the reference and understanding of the receiver. This will help to minimise the semantic
barrier.

12. b. Sound organisation structure: the organisation structure should be sound and
appropriate for the purpose of communication. Attempt must be made to shorten the
channel for conveying information. The channels should be straight forward to reduce
delay and distortion in communication.
c. Feedback: feedback means the response or reaction to the initial message. It is the
reversal of communication process. Communication is complete when the reaction or
response of the receiver is known. It should be analysed and used to improve future
communication.
d. Clarity and completeness of message: the message should be adequate and
appropriate for the purpose of communication. It is very essential to know the purpose
of the message sent.
e. Use of formal channel of communication: it helps to improve managerial decisions
and makes communication more effective. For effective communication, formal
channels must be supplemented with the use of informal communication.
Hence these methods are adopted in overcoming the barriers of communication.
2009
1(a) Explain any four objectives of communication
The objectives of effective communication are:
a. To educate and train people: business firms use various methods of communication to
educate workers and consumers. The workers are even made aware about the
information of new products. Educating the employees increases their working
efficiency
b. To promote managerial efficiency: communication aims at improving the efficiency of
management. Managers provide guidance to employees through communication
c. To facilitate leadership: the effectiveness of leaders depends upon their
communication skills. Personal communication helps managers in maintaining man to
man relationship.
d. To secure feedback: management can get valuable ideas by encouraging employees
to react or respond. Suggestions and complaints from workers and consumers enable
managers to improve work and procedures.
e. To motivate employees: communication seeks to make employees interested in their
duties and organisation as a whole. The managers appreciate the work of the employees
and give the employees the motivation and hold their interest in the work. Managers
even listen the complaints of the employees attentively and respond to it accordingly.

13. Improving Your Inflection on the Phone
When you deal with customers over the phone, you have a whole new set of etiquette rules. The minute you pick
up the phone, body language disappears, and your tone of voice and the words you use become the entire story.
In fact, almost the entire message you project to a customer over the phone is communicated through your tone of
voice. For example:
 A monotone and flat voice says to the customer, "I'm bored and have absolutely no interest in what you're
talking about."
 Slow speed and low pitch communicate the message, "I'm depressed and want to be left alone."
 A high-pitched and emphatic voice says, "I'm enthusiastic about this subject."
 An abrupt speed and loud tone say, "I'm angry and not open to input!"
 High pitch combined with drawn-out speed conveys, "I don't believe what I'm hearing."
It doesn't take long after a customer hears the tone of your voice to pick up on your attitude. In fact, your
customers know within ten seconds of initiating the call whether they're talking to beauty or the beast.
Developing excellent telephone customer service (in both tone and words) is one of the most valuable business
skills you can acquire.
If you've ever read a story to a child, you know that the words of the story are far less interesting than the
inflection you put into your voice. In fact, if you get lazy and don't make a ruff, grumbling sound when you say, "I'll
huff, and I'll puff, and I'll blow your house down!" your child will more than likely stop you and say, "Read it like
you mean it."
Inflection is the wave-like movement of highs and lows in the pitch of your voice. The peaks and valleys in your
voice let your customers know how interested (or uninterested) you are in what they're saying. Inflection also
reflects how interested you are in what you're saying to the customer. When inflection is missing, your voice can
sound monotone (read boring and tedious).
Smiling when you talk on the phone
One way to positively affect the inflection in your voice is to smile, especially when you first answer the
telephone. The reason is not psychological but rather physiological. When you smile, the soft palate at the back of
your mouth raises and makes the sound waves more fluid. For those of you who sing in a choir (or in the shower),
you know that the wider you open your mouth and the more teeth you show, the better tone you get. The same
applies on the telephone. Smiling helps your voice to sound friendly, warm, and receptive.
Some telemarketing companies are so convinced of the value of smiling when talking on the phone that they install
mirrors above telemarketers' desks to remind them to smile. These same people, by the way, call you when you're
just sitting down to dinner.
Changing the stress on the words

14. Another way to improve your inflection is to be aware of how stressing certain words changes the feeling of what
you're saying. The following sentence, "What would you like us to do about it?" changes in feeling, meaning, and
tone when you:
 Say it defensively (emphasizing the words "would you").
"What would you like us to do about it?"
 Say it with curiosity (emphasizing the words "like us").
"What would you like us to do about it?"
 Say it with apathy (not emphasizing any of the words).
"What would you like us to do about it?"
Breathing
Believe it or not, the inflection in your voice can be greatly increased by learning to take long, slow, deep breaths.
Most people become shallow breathers when they're under pressure. The next time you're in a stressful situation,
try to notice what happens to your breathing. The more upset you become, the shallower and quicker your
breathing will be. When this breathing pattern happens, your vocal cords tend to tighten, making your voice go up
and sound strained. By being aware of your breathing, especially in stressful situations, you can slow it down an d
thereby relax your vocal cords, bringing down your pitch and creating a calmer tone of voice.
Exaggerating your tone
Whenever we're asked to help someone who has a monotone speaking voice improve his inflection, we have him
start by practicing exaggerating his tone using the following three steps:
1. Take a short and uncomplicated sentence like, "Bill isn't here right now," and say it out loud with your
normal level of inflection.
2. Think of inflection on a scale of one to ten, with one being monotone and ten being a disk jockey. Now
say the same sentence again, but this time exaggerate your inflection all the way up to a ten.
Sometimes we ask people to visualize themselves as circus barkers under the big top announcing to a noisy
crowd of a thousand people, "Bill isn't here right now." Practice this step and stop only when you sound really
obnoxious and embarrass yourself and everyone around you.
3. Say the same sentence again, but this time take your inflection down a couple of notches to a level
eight. Finally, say the sentence one more time, taking it down to a level five or six.
Level five or six is a good level at which to keep your inflection over the phone. If you find your inflection
slipping over time, go back to Step 1 and repeat the process.

15. Principles and Techniques of Effective Communication
 Make Communication a Priority - make time for communication to occur in a setting
without interruptions.
 Establish and Maintain Eye Contact –“eyes are the mirror to one’s soul”. A lack of eye
contact has multiple meanings and is often easy to misinterpret.
 Ask Open-Ended Questions - open-ended questions are a very useful tool to help the
listener understand the communicator’s thoughts and feelings.
 Use Reflective Listening - this process involves paraphrasing or restating what the
person has said while being sensitive to what the person is feeling. Reflective
statements are nonjudgmental. Reflective listening creates the feeling for the speaker
that they have been listened to and understood and it increases the accuracy of the
listener’s understanding of what has been said.
 Use “I” Statements – these statements focus on the thoughts and feelings of the
communicator without making judgments. By contrast, “you” statements are easily
interpreted as critical and threatening.
 Avoid Negative Expressivity – negative affect is just as likely to adversely influence the
communication process as is critical verbal feedback.
 Say Positive Things About the Sender of the Message
 Tell the Other Person What You Need
 Make Specific Resolutions to Disagreements – establish a contract not to repeat
problematic behavior.
 Give Congruent Messages – make sure the message is congruent with expressed
emotions.
 Share Power

16.  Keep Communication Channels Open and the Communication Process Flowing