CHAPTER 1
1.0 INTRODUCTION OF BUSINESS COMMUNICATION
1.1 Concept of communication
1.1.1 Define the concept of communication
Communication is any behaviour, verbal or nonverbal that is perceived by
another. Knowledge, feelings or thoughts are encoded and sent from at least
one person and received and decoded by another. Meaning is given to this
message as receiver interprets the message. A connection is made between
the people communicating.
Watzlack, Beavin & Jackson (1967) suggest that people cannot not
communicate. Even we ignore another person something is communicated.
People who are successful at work are often communication oriented. They
demonstrate empathy, awareness and concern for others, use good listening
skills and have a knowledge of their own concerns and needs. These people
are open, approachable and supportive of others.
1.1.2 Communication goals
1.1.3 Communication models
a. Lasswell, Shahnon and Weaver’s models
Lasswell (1948) model describes communication as a one way
transmission of message.
Shahnon and Weaver’s (1949) developed a mathematical
communication – viewed messages as flowing from the sender to the
receiver and recognised the impact of noise or barriers on
communication.
This model is identified as a transmission model of communication –
communication is represented as a one way flow.
b. Berlo’s model
Berlo’s (1960) model is a process model of commmuncation.
Four elements in the model are:
S – a communication source or generator of messages.
M – the message as the central element (stresses the transmission of ideas).
C – the channels through which the sender encodes (words or other symbols)
and the receiver decodes (words or other symbols) the message.
R – the receivers as the targets of the communication from the source.
Source – is a person or group of people with a purpose, a reason for engaging
in communication.
The purpose of the source has to be expressed in the form of a message –
being translated into a code - a language – a systematic set of symbols
structured to achieve meaning.
The encoder is responsible for taking the ideas of the source and expressing
the source’s purpose in the form of a message.
The channel carries the message which is then decoded, retranslated and
put into a form that the receiver can use.
The channel is related to the five senses – sight, hearing, touch, smell and
taste.
c. Dance’s helical spiral
Dance’s helical spiral (1967) – communication as a dynamic process that
evolves in an individual from birth to the current point in time.
Communication while moving forward is at the same moment coming back
upon itself and being affected by its past behaviour – the coming curve of the
helix is fundamentally affected by the curve from which it emerges.
Even though slowly, the helix can gradually free itself from its lower level
distortions.
The communication process, like helix is constantly moving forward and yet is
always to some degree dependent upon the past, which informs the present
and future.
The helical communication model offers a flexible communication process.
1.1.4 Types of communication
a. Intrapersonal communication
Communication with oneself through the process of thinking and
feeling.
This style of communication creates a person self-concept and
processes information.
By taking the time to think, plan and interpret ideas and messages,
individuals learn more about self, others and the situation because
they have the time to absorb new ideas and plan actions.
b. Interpersonal communication
Interaction between two people on a one to one basis or in small
groups.
Example: staff instructions, briefings, feedback and customer
relations.
c. Public communication
From one source and takes place when the organisation
communicates with a number of receivers.
This communication can be either to receivers within the organisation.
Example: in the form of the staff newsletter or intranet – to others
outside the organisation in the form of reports, meetings or video clips.
Three forms of communication – verbal, nonverbal and graphic –
used by those who have responsibility for communicating effectively
within and outside organisation.
d. Mass communication
Organisation’s public.
Example: public relations, annual reports, advertising and webcasts.
Mass communication through traditional media such as newspaper
and television is now complemented by the newer electronic and
technologically mediated communication technologies.
1.2 Importance of communication
a. Promotes motivation
Communication promotes motivation by informing and clarifying the employees
about the task to be done, the manner they are performing the task, and how to
improve their performance if it is not up to the mark.
b. Source of information
Communication is a source of information to the organizational members for
decision-making process as it helps identifying and assessing alternative course
of actions.
c. Altering individual’s attitudes
Communication also plays a crucial role in altering individual’s attitudes, e.g.,
a well-informed individual will have better attitude than a less-informed individual.
Organizational magazines, journals, meetings and various other forms of oral and
written communication help in molding employee’s attitudes.
d. Helps in socializing
Communication also helps in socializing. In today’s life the only presence of
another individual fosters communication. It is also said that one cannot survive
without communication.
e. Controlling process
Communication also assists in controlling process. It helps controlling
organizational member’s behavior in various ways. There are various levels of
hierarchy and certain principles and guidelines that employees must follow in an
organization. They must comply with organizational policies, perform their job role
efficiently and communicate any work problem and grievance to their superiors.
Communication helps in controlling function of management.
