The document provides an overview of communication and its evolution throughout human history. It discusses how communication originated from basic sounds and indications between early humans for purposes of protection, security, and cooperation. As human societies developed and wants increased, more advanced forms of communication emerged, including the development of language. Modern communication continues to evolve with advances in business, commerce, science and new audiovisual technologies. Effective communication is essential for coordination, leadership, and satisfaction in management.

1. By: Anchinesh M.

2. An overview of communication
 Communication is as old as the human civilization.
 Its origin can be traced to the growth of the human society.
 In the primitive stage of human society, people satisfied their wants,
which were limited to the basic needs for food, clothing & shelter and
by their own individual efforts.
 At that time life was isolated and there was little communication.
 But while people hunted for food, they too were hunted by other
wild animals.
 They lived in constant danger. The common need for protection
and security led to group life.
 Then communication was evolved in the form of sounds,
indications, signals, and expressions.
 As group life developed, and human wants continued to increase,
forms of communication also developed.
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3. Cont’d ….
 Gradually, with the increase in population, emergence of
division of labor and specialization, and birth of
exchange economy human beings had to be in constant
communication.
 At some stage, the signs and symbols created language.
 With the growth of business-industry and commerce, ways of
expressing ideas in languages developed.
 Gradually people were able to shape their attitudes, norms,
values, culture, religion, etc through communication.
 Science entered the field and new forms of oral, written and
audio visual communication developed.
 Thus the development of communication is inseparable from
the development of human civilization.
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4. Definition of Communication
 The word Communication is derived from a Latin word
“cummunicare” which means “to share”.
 Therefore, the word communication means sharing of ideas,
messages and words expressed through a language, which is
easily comprehensible to the listener.
 Communication starts with a sender, who has a message to
send to the receiver.
 The sender must encode the message and select a
communication channel that will deliver it to the receiver.
 In communicating facts, the message may be encoded with
words, numbers, or digital symbols;
 in communicating feelings; it may be encoded as body
language or tone of voice.
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5. Definitions….
 Peter little: communication is the process by which information is
transmitted between individuals and/or organization so that an
understanding response results.
 W. H. Newman and C. F. summer: Communication is an exchange of
facts, ideas, opinions, emotions by two or more persons.
 Keith Davis: Communication is the process of passing information
and understanding from one person to another.
 American Management Association: Communication is any behavior
that results in an exchange of meaning.
 Generally communication is a process that involves the
transfer of information and understanding from one person to
another person.
 Communication is a shared meaning among two or more
people through verbal and non-verbal transactions.
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6. Definitions….
 Business communication is a specialized field and branch of general
communication. It is hardly possible to make a basic difference
between the two. The process and the principles that regulate them
are similar.
 Their difference lies in their application to situations. General
communication is concerned with many roles at large.
 On the other hand business communication is concerned with
business activities like
 internal business activities: maintaining and improving the morale
of employees, giving order to workers, prescribing methods and
procedures, announcing policies and organizational changes, ….
 external business activities: selling and buying goods and services,
reporting the government and shareholders on the financial condition
of the business operations….
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7. Nature/Characteristic of Business communication
 It is not that begins at one time and stops at another.
 It concerns all managers at all level of management.
 It facilitates managerial functions.
 It facilitates managerial roles.
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8. Objectives of Business Communication
 To develop understanding and information among all workers and this is
necessary for group efforts.
 To foster an attitude which is necessary for motivation, co-operation and job
satisfaction
 To discourage the spread of misinformation and rumors which can cause
conflict and tension
 To encourage the subordinates to give ideas and suggestions for improving
up on the product or work environment and taking these suggestions
seriously
 To prepare workers for a change in methods of operations by giving them
necessary information in advance
 To improve the labor management relations by keeping the communication
channels open and accessible
 To encourage social relations among workers by encouraging inter-
communication
 To develop sound intra organizational and inter organizational relations in
order to achieve the desired business goals
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9. Significance of Business Communication
It promotes managerial efficiency
It is an aid to planning and decision making
It strengthens control and operations
It increases co-operation and understanding
It is a basis of leadership action
It develops co-ordination
It leads to job satisfaction
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10. Communication in Management
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12. CHAPTER TWO – THE COMMUNICATION
PROCESS
Chapter outlines
 Elements of Communication
 The process of communication
 Barriers to Communication
 Interpersonal Communications and Teamwork
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13. Sender (communicator):
 is the source of the message who initiates the
communication process.
 The sender is the one who has certain ideas, information,
feelings, attitudes, intentions, or emotions which he or
she wants to share with the receiver.
 When you send a message you are the writer or speaker
depending on whether your communication is written or
oral.
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15. Encoding: is the process of selecting and organizing bits
of information into transmissible message language.
Message: the result of encoding is the message- either
verbal or non verbal.
When you compose a message, you need to consider
what content to include, how the receiver interpret it
and how it affect their relation.
Channel: is the formal medium of transmission of the
message.
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16. Decoding: is the process by which the receiver interprets
the message and translates it into meaningful information.
Feed back: is a response from the receiver.
 It is the process of checking and clarification by asking
questions and repeating the message to ensure that the
encoding and decoding results in mutual understanding
of the message.
 It is the only way through which the sender can know
whether his or her messages are interpreted as intended
or not
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17. Advantage of feed back
 It makes the communication process two way or bilateral
and enhances the accuracy of employee understanding
and performance.
 It increases employee satisfaction with their job.
Disadvantage of feed back
 It is a time taking activity
 It is difficult to elicit
 Employees do not want to give positive feedback to the
management
Noise: is any interfering factor that, if present, can distort
the intended message. It can be present in any element.
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18. Communication Barriers
 The communication must be interpreted and
understood in the same way as it was intended to be sent
by the sender.
 otherwise it will not achieve the desired results and a
communication breakdown will occur.
 Barriers in communication simply refer to the natural as
well as the man made factors that hinder the process of
effective communication.
 Some of the barriers are:
 Difference in Perception
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19.  Difference in Semantics
 Difference in Status
 Difference in Mental Learning (Bias)
 Difference in organization climate
 Business Jargon
 Poor Communication
 Other barriers
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20. Strategies to Improve Communication Effectiveness
 Create an environment of trust and confidence
 Be clear about the objectives of communication
 The external barriers of defective channels and organizational
systems are entirely the management’s responsibility with in
the organization.
 The internal channels must be kept in good working
condition i.e. the intercoms, notice boards; information
meeting must be kept up to date.
 The personal barriers can be overcome by making a conscious
effort to learn better methods and by training for better
communication
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21.  Be sensitive to the communication situation and receiver
frame of reference
 Listen emphatically
Interpersonal Communications and Teamwork
 Interpersonal Communication refers to interactions
between one person (or group) with another person (or
group) without the ASSISTANCE of a machine.
 In other words a machine is not interposed in between.
 Machine Assisted Communication, however, combines
the characteristics of both interpersonal and mass
communication
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22.  In this communication situation one or more people are
interacting or communicating by means of a mechanical
device or devices with one or more receivers.
 On the other hand mass communication refers to the
process by which a complex organization with the aid of
one or more machines produces and transmits public
messages that are directed at large, heterogeneous and
scattered audiences. We will also present you
communication settings along with the eight elements of
communication.
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23. The eight elements of communication.
 INTERPERSONAL COMMUNICATION
 Machine Assisted Interpersonal Communication
 Diverse Example of Machine Assisted Communication
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24. CHAPTER THREE:-
PRINCIPLES OF COMMUNICATION
The 7 C’s
 Completeness
 Conciseness,
 Consideration,
 Concreteness
 Clarity
 Courtesy
 Correctness
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25. The application of business communication principles helps to communicate
effectively through letters, memorandums, reports, speeches, telephones, face-to-
face conversation, etc.
To compose effective messages you need to apply certain specific communication
principles.
The basic business communication principles known as seven C’s of business
communication provide guidelines for choosing content and style of presentation.
The seven C’s are as follows:
1. Completeness:
Your message is complete when it contains all facts the reader or listener needs for
the reaction you desire.
It is necessary for bringing the desired results without the expense of additional
message.
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26. As you strive for completeness, keep the following guidelines in mind:
 Answer all queries
 Give something extra, when desirable
 Check the five W’s and any other essentials.
 The five W’s are- who, what, where, when, why and any other essentials like how.
2. Conciseness
A concise message saves time and cost for both sender and receiver.
Conciseness means saying what you have to say in the fewest possible words without
sacrificing the other C qualities.
To achieve conciseness try to observe the following suggestions:
 Eliminate wordy expressions
 Include only relevant statement
 Avoid unnecessary repetition
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27. 3.Consideration
It means that you prepare every message the recipient in mind and try to put
yourself in his or her place.
So, try to visualize your readers with their desires, problems, emotions, and
probable reactions and then handle the matter from point of view.
In the following four ways it indicates that you are considerate:
 Focus on “You” instead of “I” or “We”
 Show readers interest/benefit
 Emphasize on positive and pleasant facts
 Apply integrity and ethics
4. Concreteness
Communicating concretely means being specific, definite, vivid rather than
vague and general.
So, good concrete writing and speaking include specific facts and figures with
relevant examples.
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28. The following guidelines should help to compose concrete and convincing messages.
 Use specific facts and figures
 Put action in your verbs
 Choose vivid and image building words
5.Clarity
It means getting your messages across so that receiver understands what you are trying
to convey.
So make your message clear by using words that are familiar to your receiver.
Here are some specific ways to help make your message clear:
 Choose short, familiar and conversational words
 Construct effective sentences and paragraphs
 Have an average sentence length around 15 to 20 words and average paragraph
length of four to five lines in the case of letters and 8 to 9 lines in reports
 Achieve appropriate readability and listen ability
 Include examples, illustrations and other visual aids when desire
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29. 6.Courtesy:
Courteous sentences/messages help to strengthen present business friendship as well
as new friends.
Courtesy stems from sincere “your attitude” It is not merely politeness with insertions
of “pleases” and “thank you”.
To be courteous, considerate communicators should follow these suggestions
regarding the tone of communications.
 Be sincere, thoughtful, and appreciative
 Omit expressions that irritate, hurt or belittle the reader
 Answer mails as promptly as possible
7.Correctness
Correctness means that the message you are going to send is grammatically correct and
considerate (appreciative).
Similarly the message should not certain any insulating statement which may look the
potential customer(s).
Therefore to write a correct message bears in mind the following guidelines:
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30.  The message is grammatically correct
 The information is considerate and appreciative
 The message is bias less and impartial
 Proper punctuation and capitalization
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31. CHAPTER FOUR:
TYPES OF COMMUNICATION IN ORGANIZATION
chapter outlines
Internal &external Communication
Formal flow of communication
 Down Ward Communication
 Upward Communication
 Horizontal Communication
 Diagonal Communication
 Informal Communication
 Non- verbal communication
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32. Communication Channels and Functions
As we have seen communication, both oral and written is a predominant form of
organizational behavior.
People in today’s organizations spend a great deal of time communicating; the higher
they go in the organizational hierarchy, the more time communication consumes.
However, as Peter Drucker points out, all is not well; “We have more attempts at
communications today . . . yet communications has proven as elusive as the unicorn.
The noise level has gone up so fast that no one can really listen anymore to all that
babble about communications.
But there is clearly less and less communicating.
The communications gap within institutions and between groups in society has been
widening steadily to the point where it threatens to become an unbridgeable gulf of
total misunderstanding.”
In short, while people in organizations today spend a lot of time engaged in
communication-related activity, they are not very successful in communicating.
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33. Five basic causes of communication failure.
1. Communication in most organizations is activity-oriented, not results-
oriented.
When consulting with hospitals for example, it is our practice to ask the hospital
administrator to show us the hospital’s employee handbook.
Then we ask him or her, “Do you feel this is a good employee handbook? Typically,
their answer will be “yes” followed by such reasons as:
 It has won national awards for design and layout
 it costs us a lot of money to produce
 my picture is on the inside cover
 consultants helped us to develop it, and so on
When we then ask, “But does it do what is it supposed to do?” We typically receive a
puzzled look and a long silence in response.
Communication is a tool designed to produce some effect upon its receiver
Too many organizations, however, view communication as something that “ought to
be done” losing sight of the impact their communications should have.
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34. Communication often is one-way
Management frequently assumes that, as long as they are sending messages
regularly to the rest of the organization, they are communicating.
They therefore engage exclusively in “downward” communication, receiving little
or no feedback from lower levels of the organizations
as a result they often do not know if their downward messages were received,
understood, believed, or approved of by employees, and
they cannot adjust future messages to employees needs or characteristics.
In order to be effective, communication in organizations must flow not only
downward, but upward and laterally as well.
The impact of communication is not measured
This problem is related to the preceding one.
In many organizations, management receives information feedback.
However, no systematic attempt is made to measure the impact of
communication in terms of the objectives or results the communication was
supposed to achieve.
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35. For example, the employee handbook is designed to inform employees about company
benefit programs, actual measures should be taken to determine how much
information employees get and retain about benefit plans by reading that handbook.
In effect, management must clearly define the results they want their communication
systems to achieve, and then regularly measure the extent to which those results have
been produced.
Communications are not responsive to employee needs.
When defining the objectives of their communication systems, management should
first ask employees what information they want or need.
Then they can tailor downward messages to meet those needs.
For example, do companies ask new employees what information they would like to
receive in the new employee orientation meetings
Rather, they assume that the information they are providing is exactly what the
employees need.
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36. When we have interviewed incoming employees about their concerns and desires, we
find an entire body of information is needed that company orientation programs do
not provide.
The people who implement communication systems lack the necessary
communication skills.
Department meetings cannot be effective if the department heads conducting them
lack meeting leadership skills.
Employment interviews do not select the best available candidates if the interviewers
are unskilled.
Communication systems and opportunities are not enough; the people who use those
systems must have skills as communicators.
As the preceding discussion indicates, communication in organizations has two basic
elements;
communication systems (the meetings, publications, conversations and so on in which
messages are transmitted), and
communication skills of the people participating in those communication systems.
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37. Communication Functions
Within each organizational setting, communication performs a variety of functions.
One function that occupies a central role within all organizational systems is
information exchange.
Information Exchange
Any organization that does not exchange information with its environment will die.
The organization both effects change in its environment and responds to change in
order to survive.
Such changes would not be possible without the possession of considerable
information on which to base intelligent behavior.
Thus, the exchange of information serves the basic function of organizational
maintenance.
As members of organizations, we must possess adequate information to function
productivity on a daily basis.
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38. We must also exchange sufficient information so that our goals are somehow
integrated and coordinated with those of others in the organization.
The separate rules and tasks of any organization do not exist in a vacuum.
Rather, we must accomplish each task in coordination with other individuals, groups,
and departments.
In one of the texts on organizational communication;
Haney presents a tragic case involving the mismanagement of information exchanged
in a hospital.
In this case a deceased patient who was not immediately removed from his room was
visited by his wife who, upon finding her husband dead, collapsed and died of a heart
attack herself.
This tragedy occurred because rotting nurses in charge of the situation did not
exchange clear messages and failed to notify appropriate authorities the minute they
knew their patient had died.
Although most instances of information exchange do not result in such tragic
outcomes, the smooth, timely, and undistorted flow of information remains an
important goal of all organizations.
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39. Idea and attitude imposition
Information exchange and idea imposition are not distinct.
When a supervisor tells us how to replace the paper in the copying machine,
how to fill out grant request forms, or how to deal with a disciplinary problem
on the surface he or she is informing us about how to perform our jobs.
But such information clearly does more than inform.
It also persuades that the procedure in question is not only acceptable but
often preferred or even required.
From the time we enter an organization, we are bombarded with ideas,
information, and attitudes whose purpose is to effect some change in us.
Whenever we join an organization, we immediately encounter some of the
more common forms of idea and attitude imposition.
We may be told succinctly and directly how to function in our daily jobs and
how those jobs fit into the overall organizational plan.
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40. At a more subtle level, our initiation may involve a strategic indoctrination aimed at
encouraging us to conform to the values, standards, and needs of the organization.
Schein refers to this latter process as “organizational socialization.”
Although some socialization is probably inevitable and in some sense beneficial,
Schein maintains that what organizations really need are creative people who accept
crucial organizational values, but who are richly diversified in other significant
respects.
Most healthy companies are filled with professionals, who are united in their
dedication to the organization’s goals of high-quality products, employee satisfaction,
and productivity.
Even so their ideas about what precisely constitutes quality, how to keep workers
happy, and how to achieve maximum productivity are probably quite different.
Although organizations can command a great of conformity, only through a process of
mutual organizational and individual influence is innovation and growth likely to
occur in the long run.
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41. Evaluation
A third major communication function is evaluation.
When we evaluate, we process, interpret, and judge.
Each of us is evaluated before entering the organization through applications and
employment interview, and the notion of evaluation is really inherent in the
organization’s hierarchy.
Supervisors evaluate their subordinates just as higher executive judge lower level
supervisors.
Worker evaluation sheets, memos, organizational progress reports, interviews, and
personal and small group conferences are a few examples of common organizational
evaluation procedures.
Soliciting Feedback
A fourth function of communication is soliciting feedback.
several factors have impeded feedback in organizations.
Generally some employees simply are not interested in communicating to
management or participating in decision making;
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42. others are afraid to communicate (fearing reprisals from a management or
ostracism by their peers);
still others are unaware that management expects them to communicate; and
some simply believe that management has no interest in their thoughts and
concerns or that management will not respond to them.
Taken together, the communication functions we have outlined influence the
effectiveness and efficiency of the organization.
The amount, clarity, and appropriateness of information exchanged,
The ability of the organization to socialize and influence its members,
The impact of evaluations,
The success of attempts to solicit feedback all determine the characteristics, and
ultimately the success, of a particular organization.
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43. Internal and External Communication
External communication
Refers to communication with outside sources such as customers, suppliers,
professional associations, government organization etc.
As the external environment has become more dynamic and turbulent, regular
exchange of information with outside agencies and individuals becomes essential.
Whether by phone, fax, video tape, or letter, much of this communication is
carefully orchestrated, and some occurs informally.
Two functional units particularly important in managing the flow of external
messages:
The marketing department and
The public relation department.
Marketing focuses on selling goods and services, whereas public relations is more
concerned with developing the organization’s overall permutation.
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44. Hiring the employees:-
If a company wants to hire some one, it advertises the vacancy, receives applications,
calls the candidates, takes the interview and then offers job to the successful
candidates.
The whole process requires communication.
Dealing with customers:-
Sales letters and brochures, advertisements, personal sales calls, and formal proposals
are all used to stimulate the customer’s interest.
Communication also plays a part in such customer related functions as credit
checking, billing, and handling complaints and questions.
Negotiating with suppliers and financiers:-
To obtain necessary supplies and services, companies develop written specification
that outlines their requirement. Similarly, to arrange finance, they negotiate with
lenders and fill out loan applications.
Informing the investors:-
Balance sheet, income statement, and ratio analysis are used to inform the investors
regarding performance of business.
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45. Interacting with Govt.:-
Government agencies make certain rules to regulate the economy.
These rules are communicated to organizations through various papers.
These organizations try to fulfill, these requirement like filling taxation form and other
documents.
Internal communication
Takes place within the organization among managers and other personnel between
department, superiors and subordinates.
Vertical and horizontal communications take place within the organization.
VERBAL AND NONVERBAL COMMUNICATION
VERBAL COMMUNICATION:
Verbal communication means such a communication that takes place by
means of a language or words”. It includes the following contents.
 Oral communication (Speaking & listening)
 Written communication (writing & reading)
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46. 1. Speaking:-
 In order to send message in business, speaking plays a vital role. Giving instruction,
conducting interviews, attending meetings, sending orders through telephone calls
are very common in today’s business.
2. Writing:-
 It is used when a complex message is sent.
 Placing order through letters, informing employees through circulars, sending
reports and memos, filling different government forms, keeping records in writing
are some examples of this aspect of verbal communication.
3. Listening:-
 People in business spend more time in obtaining information then transmitting it.
 Listening is the most important way to receive information: information regarding
order of employers, instruction, rules and regulation, customer trend etc, are
obtained through listening. But in listening, people generally forget 75% of the
message after few days.
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47. 4. Reading:-
 Reading reports, memos, policies, circulars, and different business statements are
essential for an organization:
 Reading involves understanding and interpreting the material.
NON VERBAL COMMUNICATION:
It means communication without the use of language or words. It includes appearance,
body language, silence, etc. Its explanation is as follows;
1. Facial Expressions:-
 Face and eyes are helpful means of nonverbal communication.
 They reveal hidden emotions such as anger, confusion, enthusiasm, fear, joy etc.
2. Gestures, postures & movement:-
 Postures means the language primarily composed of hand and fingers.
 Communication of deaf people and signal given by traffic constable are the example
of posture.
 Gestures and body movement also indicate many things.
 Shaking hand with firmness indicates a warm relationship, moving back and forth
reveals nervousness.
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48. Different categories of non-verbal communication
NON-VERBAL COMMUNICATION:
 Communication may be verbal – by written or spoken symbols (usually
words) or it may be non-verbal – without words.
 Non-verbal messages are sometimes more clear, accurate and effective as
compared to verbal communication, because they are internationally used
and understood.
 Non-verbal communication may be divided into the following three
categories:
1. Appearance
2. Body Language
3. Silence, Time and Sounds
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49. 1. APPEARANCE:
 Appearance affects the quality of written and spoken messages as follows:
Written Messages:
 The envelope’s overall appearance size, colour, weight, postage and the letter’s
overall appearance length stationary, enclosures, layout, etc. may convey
significant information and impressions.
Spoken Messages:
 Personal appearance of the speaker-clothing, jewelry, hair-style, neatness, etc.
may tell about the age, sex occupation, and nationality, social, economic and
job status. Similarly, appearance of the surroundings room-size, location,
furnishings, lighting, etc. may tell a lot about the message.
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50. 2. BODY LANGUAGE:
 Facial expressions, gestures, posture, smell, touch, voice etc are included in
body language.
i. Facial Expression:
 The eyes and face may express the hidden emotions e.g. anger, fear, joy, love,
surprise, sorrow, interest etc.
ii. Posture and Gestures:
 The message can effectively be communicated by actions. Deaf people and
traffic constables make use of actions. In our daily life clenched fists may
indicate anger, leaning forward to the speaker may reveal interest and
repeatedly glancing at the watch may be a sign of being bored.
iii. Smell:
 Good or bad smell often expresses the situation e.g. smell because of oil or gas
leakage warns the danger. Similarly, fragrance and perfume convey emotions
and feelings better than spoken or written words.
IV Touch:
 Touching people in different ways (and places) can silently communicate
friendship, love approval, anger or other feelings.
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51. 3. SILENCE, TIME AND SOUNDS
i. Silence:
 Silence is an effective medium of expressing serious feelings and emotions e.g. death of relative
or loss in business. A mistake may be admitted by silence. Silence may also confirm a
statement.
ii. Time:
 Time communicates in many ways, e.g. waiting for a long time may indicate interest or love
and giving a short notice means urgency.
iii. Sounds and Para-language:
 The style of speaking and the volume of voice (Intonations and Modulations) of voice may
produce variations between what is said and what is meant, e.g. the words “how prompt you
are” may criticize a person arriving too late.
IMPORTANCE OF NON-VERBAL COMMUNICATION:
1. Reliability:-
 Nonverbal communication is more reliable than verbal communication. Words can be
controlled more easily but it’s difficult to hide facial expressions like sadness, gladness, joy etc.
 So non-verbal communication is regarded as a more reliable means for transmitting message.
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52. 2. Support to verbal communication:-
 Body language and appearance support the verbal communication.
 A wave of hand, smile etc. might be very useful to explain and understand a
particular point of view.
3. Quickness:-
 A denial or acceptance expressed by moving head saves lot of time.
 So, it is important in this respect that non-verbal communication transmits the
message quickly.
FUNCTION OF NON-VERBAL COMMUNICATION:
 There are following six functions of it.
(1) To provide information either consciously or unconsciously.
(2) To regulate the flow of conversation.
(3) To express emotion
(4) To qualify, complement, contradict or expand verbal message.
(5) To control or influence others.
(6) To facilitates specific tasks, such as teaching a person.
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53. Difference between oral and written communication;
1. Ratio:-
 According to a rough estimate, about 75% of total communication is oral
whereas the rest is written.
2. Data Safety:-
 Data and information are safe in written communication while most of
information is forgotten in oral communication.
3. Nature of message:-
 Written communication is used when the message is complex and oral
communication is used for simple message.
4. Legal Aspect:-
 From legal point of view, oral communication is least reliable and written
communication is much more reliable. For example, an oral promise may not
be challenged in a court in general but a written promise can be challenged.
5. Flow of information:-
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54.  Information can be transferred within a short period of time in oral communication
but it takes more time in written communication.
6. Non verbal facilities:-
 Oral communication can be supported by nonverbal facilities like gestures, postures
etc. but such a support is impossible in written communication.
7. Grammar & Accent:-
 Oral communication required consideration for accent and pronunciation whereas
written communication needs correct grammar and spelling.
PREPARING MESSAGE:
 After having completed the five steps of planning a message, it should be
drafted on paper. A routine short communication may be written easily with
little or no revising. But complex and longer letters and reports should be
revised and edited properly before they are sent out.
First Draft:
 The first draft of message should be prepared by choosing proper words to
express ideas, mistakes of grammar, punctuation and spelling should be
ignored for the time being.
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55. First Draft:
 The first draft of message should be prepared by choosing proper words to express
ideas, mistakes of grammar, punctuation and spelling should be ignored for the
time being.
Revising and Editing:
 The draft should be read paragraph by paragraph, sentence by sentence and word by
word to check the continuity of ideas and grammatical, punctuation and spelling
mistakes. While revising and editing the message it must be ensured that the
message meets all the principles of good business communication.
Proof Reading:
 A careful proof reading is essential after the revised and edited message has been
finally typewritten. Before it is mailed, it should be read by responsible and reliable
person, because errors, if left un-corrected, may result in loss of goodwill, sales,
income and even lives. Proof reading for everything at once is hard to do. A better
practice is to proof read separately for:
a. Context: Does the statement mean what the writer meant to say? Does the message
posses all the qualities of effective communication?
b. Accuracy: Is the language free from errors of spelling, punctuation, grammar,
capitalization?
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56.  Are figures, diagrams and other marks accurate?
c. Form and Appearance: Is the layout correct? Does it look good?
 Proof reading may be done in different ways:
(i) Foreword reading.
(ii) Backward reading.
(iii) Asking another person to read.
(iv) Reading with another person.
PLANNING STEPS:
1. Knowing the purpose of the message.
2. Visualizing the reader (receiver).
3. Choosing the ideas to be included.
4. Getting all the facts to back up the ideas.
5. Outlining and organizing the message.
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57. Formal and Informal Communication
 Communication in organizations takes two forms: “formal” and Informal”.
 Formal channel of communication is established by the management and
formally shown in the charts of the organizations .
 It is the channel which is deliberately and consciously established.
 Formal channel is the line of communication for transmission of messages and
information officially within and outside the organization.
 The formal communication channel is used to transmit official messages,
policies, procedures, directives, and job instruction.
 Formal communication is thus the official chains that determine the flow and
direction of official messages among individuals or divisions in an
organization.
 Formal channels of communication provide for the structured flow of
primarily vertical communication (upward and downward) and secondarily
crosswise (horizontal and diagonal) communication.
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58. Informal channel of communication known, as the grapevine is
communication that takes place without regard to hierarchical or task
requirements.
 Informal communication can be thought of as relating to personal rather than
positional issues.
 Informal channel or the grapevine does not follow the formal channels
established by the management.
 This type of communication arises on account of natural desire of people to
communicate each other and is the result of social interaction of people.
Characteristics of Informal Communication
 It is very fast and spontaneous
 It is not entirely reliable
 Its messages are difficult to stop once they get started
 It is accessible to everybody in that organization
 It can be supportive or obstacle to the effort of management
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59. Types of Grapevine Chains
Single strand Chain: In this chain Person “A” tells to a single person “B”, who
tells it to a person “C” and so on
The Gossip Chain: a person being the source of the information transmits to
many individuals.
Probability Chain: here individuals are indifferent about to whom they offer
information. They tell people at random and those people intern tell other at
random.
Cluster Chain: Here person “A” conveys the information to few selected
individuals, some of whom then inform a few selected individuals.
Downward Communication
 When vertical communication flows from a higher level to one or more lower
levels in the organization it is known as downward communication.
 Downward communication flows from the top of the organization and carries
the message that translates top management planning and decision making into
orders that direct office employee.
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60. Some examples of downward communication are:
1.Information related to policies, rules, procedures, objectives, and other type of
plans
2.Work assignment and directives
3.Feedback about work performance
4. General information about the organization such as its progress and status
Upward Communication
The vertical flow of communication from, a lower level to higher levels in the
organization is called upward communication.
This may take place from the supervisor to middle level manager, from manager to
general manager and then from general manager to board of directors.
It moves in the opposite direction and is based up on the communication demand
system designed by management to receive information from operational level.
It helps managers judge the effectiveness of downward communication and enables
them to learn about organizational problems
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61. Major areas of information should be communicated from lower level through upward
communication are:
 The activities of subordinates in terms of their achievement progress and plans
 Unresolved work problems in which subordinates may need help from seniors
 Suggestions (ideas) for improvement in offices or department/organization
 The feelings of subordinates about their jobs, associates, working environment and
etc.
Lateral Communication:
 It usually follows the pattern of workflow in an organization occurring between
members of work groups between one work group and another between members
of departments having the same status.
 Its main purpose is to provide a direct channel for organizational co-operation and
problem solving.
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62. Diagonal Communication
 Diagonal communication refers to interchange of message among two persons
located at different levels of hierarchy and outside the direct chain of command.
 It serves the purpose of coordination and integration and involves by passing the
chain of command as in the case of horizontal communication.
 It is used to speed up information flow to improve understanding and to coordinate
for the achievement of organizational objectives.
From the point of view of human aspect
Intrapersonal communication
 is communication with in oneself.
 It refers to speaking to oneself.
 Thinking, encoding, decoding are can be examples.
 This shows that intrapersonal communication is the foundation for interpersonal
communication.
 there is no interpersonal communication without intrapersonal communication.
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63. Interpersonal Communication:
 is a communication flow from individual to individual in face to face and group settings.
 It is a type of communication that exists between or among people.
Verbal and Non-verbal Communication
 Verbal communication can be of two types, oral and written.
 The main difference between the oral and written is the time factor.
 Written communication is slower in preparation, in conveyance (carrying or
transmitting) and in perception (understanding).
Non-verbal Communication:
 is the process of communication without words.
 People use nonverbal signals to support and clarify verbal communication.
 Nonverbal communication is presented in the following main categories:
1. Appearance:
 Appearance:
 Appearance of surroundings
 Personal appearance
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64. 2. Body language:
Facial expression
Smell and touch
Gestures and postures
3. Silence, Time and Sound:
Silence
Time
Sound
Channels of nonverbal communication
1.Facial expressions and eye behavior
2.Gestures and Postures
3. Personal/physical/ appearance
4. Vocal characteristic/tones
5. Use of time and space
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65. CHAPTER FIVE – PUBLIC RELATION
Chapter outlines
The publics
Media relations
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66. The publics
 A public is any group whose members have a common interest or common values in
a particular situation.
 Publics differ from one organization to another and the publics of one organization
may not be the publics of another organization.
 Therefore you have to help your organization to identify its publics.
 public relations publics or audiences can be divided into four categories which
include:
1. Normative Publics:
2. Enabling Publics
3. Diffused Publics:
4. Functional Publics
Public Relations Defined
Public relations means different things to different people.
Some scholars consider it as a philosophical and moral concept.
Others define it by looking at what public relations do in practice
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67. The basic purpose of public relations is, more or less the same in all sectors
 governments,
 public and private concerns,
 and other institutions.
Many scholars have tried to define public relations by some of its most visible
techniques and tactics, such as
 publicity in a newspaper,
 a television interview with an organizations spokesperson,
 or the appearance of a celebrity at a special event.
These people failed to understand that public relations is a process involving many
subtle and far reaching aspects.
It includes research and analysis, policy formation, programming, communications
and feedback from numerous publics
public relations practitioners operate on two distinct levels:
 as advisers to their clients or to an organization’s top managements and as
 technicians who produce and disseminate messages in multiple media channels.
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68. Rex F Harllow, a pioneer public relations educator, compiled more than 500 definitions from
almost as many sources.
After analyzing 472 definitions he produced a definition that includes both conceptual and
operational elements.
 Public relations is the distinctive management function which helps establish and
maintain mutual lines of communication, understanding, acceptance and cooperation
between an organization and its publics; involves:
 the management of problems or issues;
 helps management to keep informed on and responsive to public opinion;
 defines and emphasizes the responsibility of management to serve the public interest:
 helps management keep abreast of and effectively utilize change,
 serving as an early warning system to help anticipate trends; and
 uses research and sound and ethical communication as its principle tools.
 This conceptual definition positions the many activities and goals in public relations
practice as a management function.
 It also identifies building and maintaining mutually beneficial relationships between
organizations and publics as the moral and ethical basis of the profession
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69.  It suggests criteria for determining what is and what is not part of the function.
 Cutlip, Center and Broom (2000) define public relations as a :
 management function that establish and maintains mutually beneficial relationships
between an organization and the publics on whom its success or failure depends.
 Robert L. Heath also define public relations as :a set of management, supervisory,
and technical functions that foster an organization's ability to strategically listen to,
appreciate, and respond to those persons whose mutually beneficial relationships
with the organization are necessary if it is to achieve its missions and values.
Modern Shorthand Definitions
The British Institute of Public Relations gives a comprehensive definition of public
relations:
“A public relations is a deliberate, planned, and sustained effort to establish and
maintain mutual understanding between an organization and its publics.”
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70. Public relations has also been defined as:
 Persuasive communication designed to influence specific publics.
 The winning of public acceptance by acceptable performance.
 Doing good and getting credit for it (Performance then Recognition)
 The science and practice of applying credible media for favorable
communication.
Perhaps the best way to approach a definition of public relations, according to Sharpe,
is to consider it as a process that “harmonizes” long term relationships among
individuals and organizations in society.
Sharpe applies five principles to this process:
1. Honest communication for credibility
2.Openness and consistency of actions for confidence
3. Fairness of actions for reciprocity and good will
4. Continuous two way communication to prevent alienation and build relationships
5. Environmental research and evaluation to determine the actions or adjustments
needed for social harmony.
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71. This approach recognizes three realties of today’s increasingly democratic, globally
interdependent social system:
1. The economic and social stability of an organization depends greatly on public
opinion,
2. All people have the right to information that will affect their lives, and
3. unless communication achieves continuous, accurate feedback, the organization
will not accurately be able to assess how it is viewed by its publics and to adjust its
actions appropriately.
The goal of effective public relations, then, is to harmonize internal and external
relationships so that an organization can enjoy not only public goodwill, but also
stability and longevity.
At its simplest form, public relations is a way to approach the way in which an
organisation wants to relate to its many stakeholders.
It involves the cultivation of favourable relations for organizations and products with
its key publics through the use of a variety of communications channels and tools.
It is as much a specific discipline with its own body of knowledge and theories.
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72. The key words to remember in defining public relations follow:
 Deliberate
 Planned
 Performance:
 Management Function
 Two-way Communication
 Public Interest
Media relations
The mass media in both print and electronic are the channels through which
public relations practitioners communicate with the public.
This is why PR practitioners need to cultivate and maintain good relations with
mass media organizations and other personnel, especially editors, reporters and
columnists.
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73. CHAPTER SIX:-
MEDIA OF COMMUNICATION
Introduction
 Overview of media of communication
 Oral Communication
 Speech
 Telephoning vs. face to face conversation
 Active listening
 Interviews
 Meetings
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74. Oral communication
Oral communication is the face to face communication between individuals .
It may be in the form of direct talks and conversation or the public address .
It also includes telephone calls or talking on the intercom system .
It is the most effective when settling a dispute among employees.
Advantages of oral communication
 It is direct, simple and time saving device of communication
 It is least expensive form of communication
 It conveys personal relationship, friendliness and develops a feeling of
belongingness
 It removes if there is any misunderstanding between persons
 It lays mutual understanding and confidence
 It allows both parties to participate in a situation where motivation is important
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75. Disadvantages oral communication
 There is formal record of the communication held
 There is a possibility of distortions of message especially if the oral message has to
pass through a long chain of command
 Lengthy and distant communications cannot be much effective
 It may carry less weight being informal
 The formal authority cannot be transmitted effectively in oral transactions
 It can be misunderstood and more or less different meanings might be conveyed by a
manner of speaking
BUSINESS SPEECH
Making a speech is an essential tool that promotes organizational/or institutional images
as well as individual prestige.
Speech is often made in business or social situations with a view to informing,
advertising, persuading or entertaining a limited audience.
To make a speech more effective, it should be organized in essential parts, i.e.
introduction, body and conclusion to appeal to the interests of the listeners
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76. A speech may be:
Narrative Speech: it is concerned with time and action.
 More specifically narrative speech is a form of disclose which recounts a series of
related events in such away as to develop a central meaning.
Examples fables and parables
Explanatory Speech: this type of speech explains about something by giving
important and relevant reasons that really explains it.
 Descriptive Speech: this type of speech concerned based on describing, expressing
and persuading idea, opinion about something.
 Persuasive Speech: this type of speech specifically focuses on convincing some
one through the force of reason and appeal to prejudice, deep seated convictions,
hopes and fear seat. It is able to make some body do or believe something
 Business speech can also fall into several categories depending up on the
presentation techniques used to address to a limited audience. It is thus, important
that practicing speakers have awareness about the following business speech types:
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77. Impromptu Business Speech: this type of speech delivered to a limited
audience without any preparation of the speaker.
Extemporaneous Business Speech: this is a well prepared, rehearsed and
outlined speech. In delivering such a type of business speech, the speaker can
refer to important ideas, fact and figures printed on pieces of paper or cards.
Memorized Business Speech: the speaker requires a lot of time for preparation
and rehearsal prior to presentation. A speaker is likely to forget what he/she wants
to say due to stage fright.
Textual Business Speech: is a well prepared/researched business speech
presented by reading from printed pages. This type of business speech is used
when the issue to be presented is complex in content.
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78. Guidelines for Effective Speech
 Determine the purpose of speech: the purpose of speech may be either to
inform (aims at increasing the audience’s awareness and understanding of a
subject) or preside (aims to get the audience to adapt the speaker’s point of
view on an issue.) your audience.
 Know your audience: the speaker have to have an aware about his audience’s
age, size, group, knowledge and also religion and ethics.
 Be well organized: the speaker should know all the procedures regarding to his
speech and he should know carefully how audience understand the message.
 Research your topic (by using published and unpublished source): primary
sources- observation and consulting, and secondary sources- reports and
published research
 Anticipate and prepare for questions from audience
 Practice critically
 Minimize nervousness
 Establish eye contact with your audience
 Be honest in what you say
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79. Characteristics of Good Speaker
 Look at your audience
 Vary your volume and speed
 Speak clearly
 Use appropriate gesture
 Check your postures
 Watch and listen for feedback
ACTIVE LISTENING
Listening is a combination of what you hear, what you understand, and what you
remember.
It includes hearing or receiving oral stimuli from the environment, connecting or
processing the stimuli into meaningful message, and storing message from
immediate or delayed retrieval.
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80.  Sensing: is physically hearing the message and taking note of it.
 Interpreting: is deciding, and absorbing what your. As you listen, you assign meaning to
the words according to your own value, beliefs, ideas, expectations, roles, needs, and
personal history.
 Evaluating: is forming an opinion about a message.
 Remembering: is storing a message for future reference. As you listen, retain what you
hear by taking notes or by making a mental outline of the speaker’s key points.
 Responding: is acknowledging the message by reacting the speaker in same fashion.
Types of Listening
 Content listening: it enables as to understand and retain the message. The
goal of content listening is to understand and retain information imported by a
speaker.
 Critical Listening: is an even more active process. Not only does it involve
listening for information it involves analyzing and evaluating information.
Listening critically means listening with the intent of evaluating or judging
what you hear. It requires a high level of involvement and concentration.
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81. Active or Emphatic Listening: is the highest level of listening. It requires
concentration, retention, and judgment. More important, it requires empathy (the
ability to put yourself in some one else’s place and understand his or her feelings).
The goal is to understand the speaker’s feelings, needs and wants so that you can
appreciate his or her point of view regardless of whether you share that perspective.
Guidelines for Effective Listening
 Listening is a process that can be improved if the receiver takes an active role. The
following guidelines can help you to improve your listening skills:
 Concentrate on the message: people normally speak at 100 to 200 words a
minute. Listeners, however, are capable of hearing up to 500 words a minute. This
mismatch between speaking and listening speeds makes it necessary for people to
concentrate diligently in order to listen effectively.
 Determine the purpose of the message: oral message have purposes, as do
written message. As a listener, you need to determine the purpose of the oral
message so that you can decide on the mode that you will use when listen to
message are cautious, skimming, and scanning listening.
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82. Keep an open mind: the speaker presents the message from his/her view point
respect this viewpoint by not aching your own biases to block what being said.
Use feedback: is important. The speaker may volunteer where information he or she
receives positive feedback.
Minimize note taking: you will not be able to concentrate on listening if you attempt
to record everything that is said, instead record key words and ideas in outline.
Analyze the total message: watch the speaker’s action and facial expressions; listen
to his or her tone of voice.
Don’t talk or interrupt: an individual cannot talk and listen effectively at the same
time.
Cause for Poor Listening
 Biasedness against the speaker (internal distraction): because of the difference
in background, culture, behavior, etc
 External distractions: environmental disturbances like: highly decorated
conference rooms, distracting perfume, sitting arrangement (closer to each
other) and etc...
 Thinking speed: if the receiver has potential to listen more than the words per
minute the speaker is speaking, this will create some gap and can divert the
attention of the listener.
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83.  Premature evaluation: if the receiver is in a position to conclude the speaker’s
message after getting a hint (little part), his listening focus will decline and become
poor.
 Semantic problems: if the speaker uses jargon (technical) words, the receivers
cannot listen actively.
 Delivery style: the volume variation, facial expression… can influence the listener.
TELEPHONING AND FACE TO FACE COMUNNICATION
Telephoning: is one of the most frequently performed activities in offices, and is, in
fact, one of the fastest means of communication in a business environment.
When we communicate with people by means of office telephone, we represent the
business organization we are working for, however insignificant our position may be.
Thus, when we use the telephone either as a caller or a receiver for business purposes,
our sincerity and helpfulness are very much required.
On the other hand, any reflection of insincerity, discourtesy or artificiality is likely to
bring about negative reaction not only against us as telephone users but also against
the organizations we are working for.
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84. Preplanning by a caller:
 Know the specific purpose of your call
 Know the name and occupation (if pertinent) of the person you are calling
 Consider the best time to phone, from the standpoint of that person and of your company
 Plan your opening statement
 Jot down the questions you want to ask. Try to limit your call to one main point.
 Have paper and pen handy for note-taking also place near the phone any information for
reference during the conversation.
 Behavior during the telephone conversation
When you are the caller
 Introduce yourself
 If the person you are calling is not in, ask the best time to reach that person or you can leave a
message.
When you answer a phone call:
 With a clear pleasant voice answer promptly, usually with your name and department. On
receiving incoming calls, we should always be ready to answer the phone call as promptly as
possible with a friendly and warm tone. Under no circumstances should we make callers on the
hold for more than a few seconds.
 Face-to-face Communication
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85.  Face-to-face Communication
 Face-to-face interaction is simply interaction that
occurs in the presence of two or more people. Face-to-
face oral communication may mostly occur in the form
of one-to-one or one-to-many business conversational
situations.
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