BHARATI VIDYAPEETH (DEEMED TO BE UNIVERSITY)

Second Year BBA LLB Semester IV

Business Communication

Unit 5 : Importance of Business Communication

1. Importance of Business Communication
Factors responsible for the growing importance of business communication.

a) Large Size of Organizations: We are living in the age of mega organizations. Modern
organizations are indeed stupendous in size as compared to the enterprises of yester years. Many of
them have thousands of people working together in one unit or likewise in different units spread in
different states or across the globe. Moreover, it is in the very nature of an enterprise to grow in size
with the passage of time.

The result is that, in many organizations, the levels of hierarchy have gone up. Generally, there are
three to five levels of hierarchy. But in many cases, there are thirteen to fifteen levels. It is indeed a
difficult task to manage a juggernaut like such a huge organization. Communication is of vital
importance in directing people, getting feedback and so on.

b) Human Relations Aspect: Since 1930’s it has been increasingly recognized that the
management’s sole aim is to integrate people in order to encourage them so that they are in a
position to perform to the best of their capacity. This is essentially a social process. No need to say
that it is difficult to get work out of people unless they are treated humanely. It has been widely
recognized and accepted that human relations within any organization have now changed from
master-servant relationship to partnership relationships. Workers are not machines. They are vibrant
living persons having their individual as well as collective needs, feelings and aspirations.
Communication helps a manager in developing meaningful relationships, changing attitudes,
boosting morale and soliciting cooperation. So, communication is very central to any organization
as a tool of building and maintaining human relations.

c) Public Relations Aspect: Organizations serve the society at large in various fields and aspects.
Hence, the importance of communication between them. Like many other aspects of management,
the idea of social responsibility of business got currency very recently and the managers came to be
held responsible to various sections of society, especially the customers, government, suppliers and
public. Communication between them and the organization is necessary for putting the proper
image of the whole business in perspective. Managers, therefore have to be good communicators
with the society. They have to be wisely sensitive to the internal as well as external environment of
the organization.

d) Technological advancement: As has been repeatedly observed and stated, the world is changing
fast owing to scientific and technological advancement. Often it leads to problems as subordinates
resent or support these changes. This effects the relationship between superiors and subordinates
very vitally. If there is no proper communication between the two, the work suffers and complaints
and disputes may crop up. Technology affects not only the methods of working but also the
composition of groups. Such changes disrupt the inter-relationships and pose a challenge to the
management to educate the subordinates so that they may smoothly adapt to the dynamic character
of the organization.

e) Advances Behavioural Sciences: Management today is profoundly influenced by the advances

and thrilling discoveries and theories of Behavioural Sciences like Sociology and Psychology,
Transactional Analysis, Philosophy, both ancient and modern, and Spiritualism. A well-educated
modern executive is excited by and familiar with the writings of Freud and Jung, Eric Berne and
Thomas A. Harris, Dale Carnegie and Stephen Covey, Edward de Bono and Deepak Chopra. The
sum total of the writings of all these thinkers and educators is that we start looking at human nature
from very different angles, appreciating different aspects of human behaviour and become better
communicators. And in that process, we improve relationships and realize the importance of
communication.

f) Post-pandemic communication: Owing to COVID-19 pandemic, the sudden spurt of the use of
computer-mediated communication shall persist even in the post-pandemic time. This
unprecedented shift in the communication was not planned and compulsorily imposed all over the
world, in all the sectors. Hence, we need to understand the shift in mode of communication
especially regarding the changes that have been inculcated. This understanding will enable us to
know the importance of communication in the new setup.

2. Types of Communication in Business

We have already seen various types of communication, namely oral, written, symbolic, non-verbal
and so on. Now in this Unit, we will further delve upon, external communication and internal
communication, upward communication, downward communication, horizontal communication,
diagonal communication, grapevine communication and so on.

Communication networks have taken on a new pattern because of recent advances in information
technology. In some organizations, employees are allowed to work from any place and at any time.
As a result, task groups may be scattered and may be working at different times. Communication
with and between persons who are not located in the office is carried out by electronic media.

Computer-mediated communication is replacing many of the traditional forms of internal

communication in many organizations: memos, queries, instructions, exchange of ideas and even
discussions may be on electronic media instead of by movement of papers or holding meetings.
Information can be made available to all simultaneously, clarifications may be sought at once and
employees may discuss their work or other things via the intranet.

Computer-mediated communication is quick and tends to be informal, without the need for
traditional polite forms of address. The formal hierarchical structure for achieving co-ordination and
managing relationships within an organization is likely to be replaced by the more informal and
faster exchange of messages. Information, which used to be limited and controlled and was a source
of power, is now freely available to the entire organization. These changes in communication flow
channels results in changes in organizational communication and structures.

Nevertheless, most organizations still have the traditional channels of communication flow.
Channels of communication refers to the way along which a message flows from the sender to the
recipient. An organization has well-ordered network of channels along with communication flows.
Formal communications move along the established channels.

The direction of the flow of communication is described in terms of the formal power and authority
relationships among the members of the organization. Communication from superior to subordinate
is called downward; communication from subordinate to superior is called upward; and
communication between persons at the same level is called horizontal or lateral communication. In
addition to the formal channels of communication, an organization develops informal channels
which satisfy various human needs of the members of the organization.

An organization has internal and external communication. Communication with those outside the
organization is external; communication within the organization, among its members is internal.

Objects of External Communication

Messages that go out of the organization are outward communication; messages that are received
from outside are inward communication. Organizations have office procedures and systems for
handling external communication; both, the incoming and the outgoing messages are recorded and
filed.

External communication relates an enterprise to the environment outside, i.e., information is

exchanged between managers and needs of customers, availability of suppliers, claims of
stakeholders, regulations of government, concerns of the community. It is only through
communication that an organization can keep in touch with all these.

For example, Customer, who is most important entity, but exists outside the organization. It is only
through communication; the needs of the customers can be identified and provide services
accordingly.

Similarly, an organization can become aware of competitions, threats, and constraining factors only
through communication.

Outward communication: Messages go out of an organization to customers, suppliers, banks,

insurance companies, government departments, the mass media and the general public. They may
be in the form of letters, faxes, telephones calls, telegrams, reports, advertisements, press handouts,
speeches, visits and so on. The style, format and tone of the company’s outgoing communication
affects its public image and public relations. Therefore, most organizations have a policy about the
style and appearance of the company’s messages that go out.
Copies of outgoing written documents are filed for reference. A written note or summary of oral
communications is also filed by many companies.

Inward communication: An organization receives letters, telegrams, fax messages, telex messages,
reports, brochures, circulars, journals and magazines, telephone calls, and personal visits. These
may be from customers, suppliers, other organizations, government departments and so on. These
inward communication messages are filed for record and reference. A written note or summary of
visits, meetings, telephone talks may also be filed.

Objects of Internal Communication

No organization can function satisfactorily or achieve its goals without effective communication.
Internal communication integrates the managerial functions within an organization like:
a) Establishing and dissemination of the goals of an enterprise.
b) Developing plans for the achievement.
c) Organizing human and other resources in the most effective and efficient way.
d) Selecting, developing and appraising members of the organization.
e) Leading, directing, motivating and creating a climate in which people want to contribute their
best.
f) Controlling performance.

Channels of Internal communication: Channels of internal communication can be viewed as:

Formal: which has or includes company e-mails, official memos, reports, company intranet
announcements, scheduled meetings, presentations and so on.

It also includes official letters, memos, warnings, letter of appreciation, awards, felicitations, etc.

Informal: includes casual conversations, ‘water cooler tank’, social media groups within the
company, personal messaging platforms (like Slack or Teams).

Formal communication follows a defined hierarchy and established protocols; while informal is
spontaneous and can flow freely between individuals at any level.

Formal communication is usually documented and archived; whereas informal communication

often lacks written records.

Formal communication is used to convey official information, policies important updates; while
informal communication can be used for casual updates, building relationships, and gathering
feedbacks.

Formal channels used for Internal Communication:

There is a large volume of communication within the organization. The flow of communication
within an organization forms a complicated pattern. The volume and the direction are usually
determined by the pattern of hierarchy, the levels of authority and also by the requirements of tasks.

Formal channels are those which carry the official messages in the organization. The efficiency of
an organization depends on a regular flow of messages. The flow of messages needs to be organized
into a well-ordered network, to ensure that communication flows easily and reaches the persons
who needs the information may not get it; the managers may not get information about what is
going on in other parts of the organization. This can lead to gaps in information, and failure to take
the required action. If the channels are not well organized there can be a communication gap which
causes confusion and failure to take action.

Information has to go through proper channels. Clerks from one department are not supposed to
exchange official papers directly with clerks from another department; the papers move must
through the supervisors or section heads. A clerk can approach the manager only through his own
supervisor nor officer. Messages are made to move through fixed channels so that the executives
concerned are kept informed of what is going on.

Messages within an organization, between managers, supervisors and workers, are varied and
numerous. They move up and down the chain of authority as well as sideways between persons at
the same level of authority, and among teams. Messages that move up and down the authority line
are called vertical communication and those which move among persons of the same level are
called horizontal or lateral communication.

Merits of Formal channels of communication

i) Clear and reliable: As the organization has set the rules for the formal channel of communication,
there are minimum chances of any disparity. Every member, experienced and entry-level, are
oriented towards the rules of formal channel of communication. This makes the communication
clear and reliable. The chances of misinterpretation and miscommunication via formal
communication are very low.

ii) Effective communication system: The formal channel of communication makes it possible for
the higher executives to interact with employees using formal downward channel of communication.
On the contrary, the employees can interact with the higher authorities through the same making the
communication system effective and easy.

iii) Record-based communication: Formal channels of communication involve recording of the

message. This contributes in making the message clear, reducing ambiguity and minimizing the
errors. The records can also be used for future-reference which contributes in providing effective
communication solutions at the earliest.

iv) Ease of imposing authority: The formal channel of communication helps in letting the
management stay in control of the messages, without affecting the feelings of the employees.
Formal channel of communication allows the message to be delivered in its intended form thereby
applying the rules intended by the management.

v) Free from mistakes: Formal channel of communication can be used only with certain predefined
rules. It contributes in minimizing the distortion of the message or its meaning, which tends to
happen in word-of-mouth-case.

Demerits of Formal channels of communication

a) Unwanted interpretation: In the majority of the messages conveyed through formal channels of
communication, the chances of follow-up questions and clarifications are scarce. Thus, the receiver
works with either wrong or incomplete information. Moreover, as the process to clarify the
information is lengthy, the receiver tends to work with wrong or incomplete information thereby
affecting the results.

b) Time consuming: Formal channels of communication have certain rules that are to be followed
while using the respective channels. Application of these rules to carry out the process makes it
lengthy task. One cannot use the formal channels without following the protocol set up by the
organization. This makes it a cumbersome and lengthy process.

c) Lacks flexibility and creativity: When the authority releases an order, all employees are entitled
to follow the same. The message is released through formal channels of communication to be
obeyed to. Hence, the flexibility and creativity that can be induced into the message by the receiver
goes missing. Even when the flexibility and creativity is planned to be induced, the process
becomes very lengthy and difficult.

3. Upward and Downward Communication in an organization

Communication is multidimensional or multidirectional. There are various directions in which it
flows. In order to have an idea of how it works in a typical organization, it is worthwhile to have a
look at its levels of operation.

i) Downward Communication:

An organization has an inbuilt hierarchical system, and in that, in the first instance, communication
invariably flows downwards. That is why traditionally downward communication was highlighted
and emphasized. It originated in the assumption that the people operating at higher levels have the
authority to communicate to the people at the lower levels. Hence, this kind of communication
exists especially in organizations with an authoritarian atmosphere. Whether one likes this kind of
atmosphere or not, it would be difficult to conceive of any organization without downward
communication. A sample representation of downward communication can be stated as follows:
Oral downward communication through instructions, speeches, meetings, telephone, loudspeaker
etc. whereas written downward communication through instructions, memoranda, letters,
handbooks, pamphlets, policy statement, procedures, electronic news display etc.

Problems of downward communication: While issuing instructions or sending letters, every CEO or
General Manager assumes that what he intends to communicate invariably reaches the persons it is
intended for and understood. But unfortunately, it is not always so. Information is quite often lost or
distorted in the course of its journey down the chain of command. In fact, many directives or
instructions are not understood or even read. It is, therefore, to be always kept in mind that mere
issuance of policies and procedures does not ensure communication. That is why, a feedback system
becomes essential. For any communicative purpose to be served, it is essential to find out whether
the receiver of the message or information has understood it, or perceived it, in the same way as
intended by the sender.

Another problem that very often comes up is that the downward flow of information through
different levels of the organization is time-consuming. The more the levels, the more the chances of
delay or dilution of information. The delay may sometimes be so frustrating that some top managers
make it a point to send the information or messages or instruction directly to the person or group
concerned.

Moreover, downward communication is likely to be filtered, modified or distorted at any or each

level as managers decide what should be passed down to the employees. The accuracy of the
information is quite likely to be limited by status and power differences between manager and
employee, and lack of trust.

Sometimes managers withhold in order to keep the employees dependent on them. The net result is
that, in the absence of complete information, employees may feel confused, uninformed, or
powerless and might fail to carry out their tasks properly. It may lead to unnecessary conflict and
spoil the employer-employee, supervisor-subordinate relations.

ii) Upward communication:

The main function of upward communication is to supply information to the upper levels about
what is happening at the lower levels. It is just the reverse of the previous dimension. It travels from
the people at the bottom and reaches the upper levels of the organization structure. Unfortunately,
there is very little appreciation of this form of communication as it does not fit into the traditional
concepts of organization behaviour according to which the right to communicate was supposed to
have been vested in the higher ups only. Upward communication is essentially participative in
nature and can flourish only in democratic organizational environment. And only in such an
environment it can satisfy the need of the upper levels of management to know specially about
production performance, marketing information, financial data, what lower level employees are
thinking and feeling about the whole or part of the business.

Problems of upward communication: Certain problems do unnecessarily crop up in upward

communication. They are primarily psychological in nature. It is quite often seen that higher-ups do
not like to be ‘told’ or even like to hear from their juniors anything against their wishes. Hence, the
piece of communication may quite often not even be allowed to go up. Or, it may be distorted or
misrepresented. It may, in the absence of a healthy open-door policy, be misinterpreted, mis-
understood or suppressed. The employees may feel let down or become shy and reluctant to express
themselves. In such a situation the communication event becomes a non-event. It is increasingly
being taken care of by modern management that has come to appreciate the importance and right of
the individual or groups of individuals to express.

4. Horizontal and Diagonal Internal Communication in Business

a) Horizontal or Lateral communication:

When communication takes place between two or more persons who are subordinates working
under the same person, or those who are working on the same level, it is called horizontal or lateral
communication. A good example of this kind of communication is that between functional
managers. It is necessary for the reviewing of the activities assigned to various subordinates having
identical positions. They are serving the organization in different capacities but their goals are
common. Their interaction is necessary to maintain coordination.

This variety of communication mostly takes place during committee meetings or conferences in
which all members of the group, mostly peers, interact. During the course of interaction, the views
of each other are made known and decisions are arrived at. Here there are no superior subordinate
relationships. The best example of horizontal or lateral communication can be seen in the
interaction of production and marketing departments. Strategies of marketing cannot be fruitful
unless its plans are communicated to the production department. The marketing chief has to be
constant touch with the production chief in order to meet customer orders as per schedule.

b) Diagonal or Crosswise communication:

Diagonal or crosswise communication includes the horizontal flow of information as also that
among persons at different levels who have no direct reporting relationships. This kind of
communication is used to speed information flow to improve understanding and to coordinate
efforts for the achievement of organizational objectives. it must be noted that a very great deal of
communication does not follow the organizational hierarchy but cuts across the well-drawn lines.
Diagonal or crosswise communication usually takes the following oral or written forms.

Diagonal communication can be stated as follows: Oral: informal meetings, lunch hour meetings,
formal conferences, task teams project organization meeting, advisory authority interacting with
line managers of different departments. Whereas, written: company newspaper, magazine, bulletin
boards, general notices, etc.

In this type of communication, proper safeguards need to be taken to prevent potential problems.
Special care has to be taken that (i) crosswise communication builds up appropriate crosswise
relationships, (ii) subordinates will refrain from making commitments beyond their authority, and
(iii) subordinates will keep their superiors informed of important inter-departmental activities. In
brief, diagonal or crosswise communication may create difficulties, but it is a necessity in many
enterprises in order to respond to the complex and dynamic organizational environment. In other
words, we may say that in order to secure efficiency in decision-making, all messages do not
necessarily route through vertical channels of communication. Organizations also build up
environment for cross contacts.

5. Grapevine -- Merits and Demerits

In addition to the imposed organizational arrangement, members of groups that work together
construct their own communication networks. These informal networks link persons with similar
interests and experiences and those who simply like one another. Informal networks serve a
valuable organizational function. They protect the individual from becoming isolated from
professional colleagues by stimulating him or her to more creative thinking and by supplying a
psychological support group. Quite often, an informal work relationship completely obscures the
formal organizational structure. Informal networks are sure to arise in any organization. One such
informal network is grapevine channel of communication.

Grapevine is an informal channel of personal, unofficial communication which exists in every

organization in addition to the formal organized channels. It has no definite pattern or direction
though it is largely horizontal. It is a complex web of oral communication flow, linking all the
members of the organization one way or other. It may sometimes move along in a chain, passing
information from person to person; and sometimes in clusters, that is, groups, at meal-times or other
free time.

A good example of grapevine communication would be the WhatsApp Group only of students
which is formed and functioning more effectively and efficiently parallel to the WhatsApp Groups
which is existing officially for the Second Year BBA-LLB students which has the class teacher and
the subject teachers as admins. The information flashes through instantly to and fro on this
WhatsApp Group of the Second Year Students. One may not get time to glance through the
messages posted on the official WhatsApp group about any matter of concern or other
announcements. Whereas, the other grapevine WhatsApp Students Group has proved to be more
effective in many fields and matters numerous times.

There may be more than one grapevine channel in an organization, and individuals may be on more
than one grapevine. People whose places of work are close together, people who come in contact
with one another in official work, people who travel to work together, or people with similar
temperaments are likely to be on the same grapevine.

It is not related to organizational goals; it does not arise because of the need to expedite one’s work
or to by-pass the slow official channel.

This informal channel carries unofficial information about the management’s policies and plans,
individual managers, work programs, the company’s performance, and such matters related to the
company. Naturally, the talk is coloured by the ideas, prejudices and feelings of the persons
engaged in it. The grapevine can become quite powerful and influential though the stories and
information are not fully correct. It often carries more information than the formal official
communication channels. It moves much faster because it is not hindered by the delays of the
official channel.

Grapevine can affect an organization’s working by its influence on the opinions, beliefs and
attitudes of its members. Attitudes have a direct effect on people’s willingness to work. The nature
of the talk among the employees affects their attitudes and efficiency. Excited talking and bad
tempers lead to poor performance; so, does excessive fun. What employees hear and say affects
their relationship with the management, and this has a direct effect on productivity. Hence,
grapevine cannot be ignored.

The presence of the grapevine is recognized and accepted as a part of an organization. Since it can
influence the efficiency of the organization it needs to be skillfully controlled. Efficient managers
learn to listen to the grapevine and can find out who are the talk-leaders; they can give the leaders
desirable information so that good information spreads.

There is a good relationship between the grapevine and the morale of employees; when the morale
is high and employees are well-motivated, the grapevine is usually thin and slow; when the morale
drops, grapevine becomes thick and fast. Bad news and unpleasant stories cause excitement; they
travel faster and are discussed more extensively than bad news. A manager has to keep eyes and
ears open; managers encourage upward communication to find out what the employees talk about
and how they feel.

Grapevine cannot be destroyed. The management has to watch it. If a harmful half-truth begins to
travel around, the management has to take quick action to convey correct information. This can be
done in many ways: by giving the information to talk-leaders, by mentioning it at briefing and
routine meetings, by putting up notices on notice boards, and by distributing bulletins and circulars.
If the matter is serious, a meeting may be called.

Sometimes, a bit of information may be planted in the grapevine in order to test the possible
reaction to a proposed decision or plan. Grapevine can be used constructively because of its speed
in moving.

Merits of grapevine

i) Speedy transmission: The greatest feature of the grapevine is that it transmits information at a
remarkably fast speed. Everyone knows that a rumour travels, or spreads like wild fire. The moment
a worker comes to know that something is labelled as ‘top secret’ or ‘confidential’ he becomes
curious to look into it or have a sniff of it and passes it on to his very first close bosom friend. And
then, from him to another, it spreads within minutes. Managers have been known to give out
information through planned “leaks” or carefully used “just-between-you-and-me” remarks.

ii) Feedback value: It is above all through the grapevine that the managers or top bosses of an
organization get the feedback regarding their policies, decisions, memos, etc. The feedback reaches
them much faster through the informal channel than through the formal channel. Through the
grapevine the managers come to know the pulse of the organization.

iii) Support to other channels: The grapevine functions as a supplementary or parallel channel of
communication. The officially recognized or sacred or formal channel takes not only more time in
carrying information, but also imposes certain constraints on the process of communication. So,
whatever is deemed to be suitable for official channel can be successfully transmitted through
grapevine.

iv) Psychological satisfaction: The grapevine gives immense psychological satisfaction and
strengthens the solidarity of the workers. While the purely formal channel will put them off, the
grapevine draws them near to each other, thus keeping the organization intact as a social entity.

Demerits of grapevine

a) There is something inbuilt in the very nature of the grapevine that makes it less credible than the
formal channels of communication. Since it spreads or transmits information by word of mouth it
cannot always be taken seriously. On the other hand, it is also very likely to be contradicted. So, it is
not very dependable.

b) The grapevine does not always carry the complete information. As it is very often based on
guesswork or ‘whispers’ in the corridors it may not give the receiver the complete picture of the
situation or the whole message.

c) The grapevine may, and indeed often does, distort the information. As it is entirely unofficial,
informal and unauthenticated it may cast aspersion on anybody or impute motives to the most well-
meaning of the people. As its origin lies in the rumour-mill it may spread any kind of stories about
highly responsible people, even at the risk of spoiling the image of the organization.

d) The speed with which the grapevine spreads may also at times prove counterproductive. Ideally
any message or information or policy decision should take its own course and time. But once it
leaks it may damage the reputation of the organization or upset the plans of the managers.

6. Filtering of Information in Communication

Filtering means that a sender manipulates information in such a way that it will be seen more
favourably by the receiver. For example, a manager likes to tell his boss what he feels his boss
wants to hear. In this process he is filtering information. The result of filtering is that the man at the
top perhaps never gets objective information. In this connection it is worthwhile quoting what a
former Vice-President of General Motors says, “…lower-level specialists…provided information in
such a way that they would get the answer they wanted. I know. I used to be down below and do it.”
In the process of filtering the information for onward transmission to the senior executives, the
people at the lower levels condense and synthesize it, thus sometimes holding back or ignoring
some important parts of information. The more vertical levels in the hierarchical system, the more
chances there are for filtering of information.

7. Meetings
Meeting is a formally arranged gathering for the purpose of discussing an issue that concerns a large
number of persons. The method of conducting the meeting depends on the type of meeting.

Types of Meetings

Meetings can be classified on the basis of their formality as:

i) Very formal meetings: For example, parliament, state assemblies, company shareholders
meetings, management-union negotiations, university senate, councils and executive bodies.

ii) Formal meetings: For example, Committees, managing councils and general bodies of voluntary
organizations, briefing sessions, advisory bodies and management meetings.

iii) Informal meetings: For example, group discussion, ad hoc meeting of task groups and
brainstorming sessions.

A meeting may have any of the following objectives like, to arrive at a consensus; to solve a
problem; to understand a situation; to inform and explain; to get feedback; to collect ideas; to learn
and train etc.

Meetings can also be classified on the basis of the purpose for which they are held.

a) Decision-making Meeting: Committees, board of directors, and such specially appointed bodies
with powers to take decisions on behalf of the parent body or appointing authority, hold decision-
making meetings.

b) Executive Meeting: Some committees like the board of directors or the executive council have
powers to implement decisions; they may review recommendations of other bodies, or take
decisions on their own. They hold meetings at which they pass orders and give instructions for
carrying out certain work.

c) Consultation Meeting: An advisory body, which may consist of experts, holds meetings to
discuss and advise other bodies. They do not have powers to take any decisions or action. Joint
consultations between different departments, sections, or other related bodies or groups are an
example of consultation meetings.

d) Problem-solving Meeting: A meeting of all those concerned with a particular activity where the
problem is found may be called for the specific purpose of solving the particular problem. Everyone
contributes by looking at the problem from his or her point of view and task. Any snags and blocks
can be dealt with in co-ordination.

e) Briefing Meeting: Giving information is the main function of a briefing session. A prepared note
of briefing may be read out, and questions or requests for clarification are answered; but there is no
discussion at briefing meetings. Companies may hold a briefing meeting to inform the press or
media. Within a company, seniors at every level hold briefing meetings for their subordinates.
These briefing sessions are an addition to the formal information system of the company.

f) Negotiation Meeting: This is characterized by the presence of two clearly competing sides.
When parties with competing interests like buyer-and-seller, or two separate organizations which
want to collaborate, or employer-and-employee, need to settle their differences, they meet to discuss
and arrive at an agreement.

Various other meetings of management with the staff, like interviews for selection, reprimand,
appraisal and exit interviews and meetings for discussion of grievances also have an element of
negotiation.

g) Group Discussion: This type of meeting is usually informal. It can be a very stimulating and
useful activity in organizations. It helps in understanding a situation, in exploring possibilities and
in solving problems as it generates a multiple point of view. It gives a sense of participation to all
those who participate in it.

It is used as a tool for selecting candidates by observing the behaviour and abilities of the
individuals taking part in it.

8. Minutes of Meeting
An official meeting is supported by several written documents. For the smooth functioning of a
meeting, the supporting documents must be prepared carefully. Usually, they are prepared by the
Secretary, in consultation with the Chairman. The most essential documents are: Notice of the
meeting, Agenda, and Minutes. The notice of the meeting and the agenda, together with the minutes
of the previous meeting, are sent to members well in advance of the meeting. Meeting rules of
different bodies lay down the number of days of notice required to be given for a meeting.

i) Notice of Meeting

The notice of a meeting is typed or printed on the organization’ letterhead; it must always include
the following points:
Name of the body or group which is to meet
Day, date and time of the meeting
Place of the meeting, i.e., the address and the specific room and hall
Agenda of the meeting
The following are examples giving these essential details:

There will be a meeting of the Executive Committee on Tuesday, 6th May 2025, at 11.00am at the
Registered Office, in the Conference room, to discuss …

A meeting of the Managing Committee will be held on Saturday 10th May 2025 at 10.00 am in the
Committee Room at the Registered Office, to discuss the following items…

Public companies and many registered voluntary organizations use a legal form of notice for
general body meetings. The notice is accompanied by the agenda for the present meeting and the
minutes of the previous meeting. There may also be notes and background papers related to
different items on the agenda. The notice of the meeting must be sent well in advance, according to
the requirements laid down in the organization’s rules. Usually, at least a week’s notice is required.
If members have to come from different places to attend the meeting, longer notice is required.

If a meeting is expected to go on for a long time, it is customary to indicate in the notice that snacks
or meals will be served. It is also necessary to indicate whether travelling allowance will be paid to
those who attend the meeting.

ii) Agenda

Agenda is a list of items to be discussed at the meeting. It is also called Business. It is usually sent
with the notice of the meeting, but it may be sent later if it takes time to prepare it. Items included in
the agenda depend on the type of meeting. According to the rules of conduct of a meeting, apologies
for absence received from members are taken up and recorded before the Agenda is taken up.

The agenda begins with the item “Approval of Minutes” because the minutes of the previous
meeting must be approved and signed before any matter can be taken up by the present meeting.
This item may be written in the agenda as “Minutes” or in greater detail as Approval of minutes of
previous meeting. The second item is usually matters arising out of the minutes. This may be
indicated in the agenda as “Matters arising”; however, it is not necessary to indicate this item in the
agenda. The new items are sent out after this. Some of the items are routine requirements, like
payments to be passed and cheques to be signed, Progress reports, Review of activities, etc.

There are two ways of writing the points in the Agenda:

(i) In the form of nouns, for example:

Appointment of sub-committee to look into losses…
Proposal to open a branch in …
Membership drive
Fund collection
Review of the month’s activities

(ii) With an infinitive verb, for example:

To appoint a sub-committee to look into …
To consider the proposal to open a branch …
To organize a membership drive
To collect funds
To review activities of the month

All the items in the agenda must be written in the same style.

Different organizations use different styles of writing the items in the agenda. Public Limited
companies and some organizations use a very formal and detailed style while some use informal
style and describe the items in short. When all the items on the agenda have been dealt with and
decisions recorded, the chairman of the meeting may allow members to raise any items which are
not on the agenda, if time permits. The chairman may himself raise a matter which is not included
in the agenda. To allow for this, the item “Any other business with the permission of the Chair”
(also written as “Any other business”) is usually included at the end of the scheduled business items.
The final item is usually, “Date of next meeting” (also written as Next meeting). It is the usual
practice to fix the date of the next meeting before the current meeting is ended. The order of the
items on the agenda cannot be changed during the course of the meeting except by consent of the
members. The chairman of the meeting must take great care to decide the order in which the items
are to be put on the agenda, especially if there are likely to be controversies over any of the items. It
is desirable to have urgent items and non-controversial items first.

A specimen Agenda is given below:

To confirm the minutes of the meeting held on 2nd January 2025 (enclosed)
To approve the Revised Budget for 2024-25 and the Budget Estimates for the year 2025-26, with or
without modifications (will follow)
To consider applications for Life Memberships (list enclosed)
To review the working of the Society and its Institutions
Any other matter permitted by the Chair
Next meeting.

iii) Minutes

A record of the decisions taken at a formal meeting is called Minutes. All companies, statutory
bodies, social organizations, associations (whether registered or unregistered) and committees have
to maintain a record of the meetings. Minutes are the official record of work done and decisions
taken at the meeting of members; they must be precise and clear. They record what was decided and
done. The minutes of companies and statutory bodies are written in formal style. Other
organizations may write minutes in informal style.

At the next meeting, the minutes are read out by the secretary or may be taken as read if a copy was
sent to members; the minutes are then approved and signed by the chairman and the secretary as a
correct record of the meeting. Minutes are legal document and can be produced in a court of law as
evidence.

The details given below are an essential part of minutes, and must always be included:

a) Name of the body and nature of the meeting

b) Day, date, time and place of the meeting
c) Name of chairman of the meeting, names of members present (list is attached if there are many
names)
d) Names of persons “in attendance”, that is, any invited officials like the auditor, the solicitor, who
are not members of the meeting.
e) Leave of absence to those who are not present.

The minutes are recorded below these details. The first minute is always the reading and confirming
of the minutes of the previous meeting. Examples are given below:

Minutes of the meeting held on 18th January 2025, which had been circulated earlier, were taken as
read, and were approved and signed.

The Secretary read out the minutes of the last meeting held on 15th January 2025. They were signed
as a correct record of the meeting.

If there is a condolence resolution, it is passed before the confirmation of the minutes. The last item
of the minutes is the ending of the meeting with a vote of thanks to the Chair:

There being no other business, the meeting ended with a vote of thanks to the Chair.

Other items in the minutes depend on the agenda. Every item on the agenda must have a
corresponding item in the minutes.

iv) Method of Writing Minutes

Minutes may include only the resolutions without details of the discussion which took place before
the decision was taken; or it may include a short summary of the discussion and a statement of the
reason for the Resolution. Very formal minutes include the proposal with the name of the proposer
and the seconder, a short summary of the discussion and finally, the resolution.

The style and method of writing minutes is fixed by custom and practice by each organization.

v) Language of Minutes

Minutes are written in simple past tense; for example:

The Secretary read out …
The Chairman informed …
The meeting ended …

ii) Many of the items are written in passive voice; for example:
The minutes … were taken as read, and confirmed and signed.
The progress report for December was presented …
The Secretary was authorized …
The next meeting was fixed for …

iii) Impersonal passive voice is used for recording decisions and resolutions. The impersonal
passive voice is used only for verbs of mental action like decide, resolve, suggest, recommend, etc.
These are not physical actions; they can be taken by a group collectively. Here are some examples:
It was decided that a committee be appointed …
It was resolved that the meeting be adjourned
It was decided to create a separate fund for the purpose.
Resolved that a separate fund be created for the purpose.

iv) The verb is in the subjunctive mood. Subjunctive mood of the verb describes an action that is
proposed or intended or planned or thought of, but not yet completed. It is used only for the verb to
be, and only with verbs of command or desire; for example:
I move that Mr. James be appointed …
I propose that the Secretary be authorized …

When the suggestion is adopted by the meeting, the common decision is recorded as a resolution to
take action; for example:
It was resolved that Mr. Pekins be appointed …

But this is still only a decision to appoint; it does not indicate that the appointment was actually
made at that time. To indicate that the appointment was actually made, the resolution must be
written as follow:
It was Resolved that Mr. Tom be and is hereby appointed …
It was decided that the Secretary be and is hereby authorized to …
Resolved that a committee consisting of Mr. ABC, Mr.DEF and Mr. PQR, be and is hereby
appointed to …

A complete resolution indicating that a decision was taken and action is to be started, will be
expressed as follows:
Resolved that a new building be constructed on the north side of the factory for the staff welfare
centre. It was further resolved that the Secretary be and is hereby authorized to invite tenders for
the construction and to make any other arrangements required for getting the building constructed.

A Resolution has a heading indicating what it is about; for example:

Appointment of Secretary
Appointment of Bankers
Endorsement of cheques
Signature on Negotiable Instruments.
Advantages and Disadvantages of Meetings

Group work has many advantages. Some of them are given here.

1. There is an enormous amount of information and knowledge in every field. Activities have
become complex and it is difficult for one person to handle tasks which have several aspects.
Discussion permits a multiple point of view; it enables an organization to benefit from the expertise
of specialists in technology, law, taxation, personnel and so on.

2. Being involved in group activity and discussion provides social and emotional support to the
participants. Employees who have a chance to contribute and take part in decisions are known to be
more loyal.

3. Discussing ideas and problems in a meeting is a democratic way of functioning. It shows respect
for individuals and their opinions and views.

4. As technology develops there will be easier access to information in organizations. It will be

advantageous for managers to keep in touch with members of the organization and to have open
discussions of various concerns.

Disadvantages of meetings

i) Both formal and informal meetings can be time-consuming and expensive. A great deal of money
and time has to be spent on making preparations and on the actual conduct of a meeting.

ii) A meeting may end without any useful conclusion if there is much disagreement among the
participants.

iii) There may not be any useful outcome. Several persons take meetings lightly and attend without
preparation, just for the sake of spending some time away from their place if work.

iv) If the chairperson is not skilled in conducting a meeting, there may be a great deal of useless talk
from the Chair, causing others to feel frustrated if they do not get an opportunity to respond or to
express their views.

v) Recent research in group activity has shown that leaders and participants can be trained in group
activity and discussion. The disadvantages can be overcome with training of organization members.

vi) Committee Meetings

A committee is a small group of persons entrusted with a special business task appointed by a
bigger group or someone in authority. A committee is a tool of administration and management and
is expected to complete a given task in the given time. It meets as often as is required for the task,
and maintains the minutes of its meetings. It is expected to prepare a report of its conclusions and
submit it to the appointing authority. The size of a committee usually affects its working; sometimes
a large committee may not arrive at decisions owing to too many differences of opinion; on the
other hand, a very small committee may find that it lacks the information it needs.

There are several types of committees:

a) Ad hoc Committee: It is a small group selected on the spot, sometimes during a meeting, for
looking into a troublesome problem. It may have members from among those present at the meeting
as well as others. Persons who are knowledgeable about the problem are usually chosen for the
committee.

b) Standing Committee: It is a part of the organizational set up. Membership of a standing

committee is by position and title and office held; for example, Labour Welfare Officer, Health
Counsellor and other office holders may be on a Grievance Committee. Whoever holds the
particular post becomes a member of the committee. The committee is permanently in existence,
but its membership may be for one or two years, and may change by rotation. A standing committee
has a permanent recurring task assigned. It meets periodically to examine recurring problem, in the
given area. Usually, a standing committee has high powers and can implement its decisions.

c) Special Committee: Special committee is appointed for handling a special task. Its members are
carefully selected for their special knowledge and experience in the field of the task.

d) Sub-committee: A sub-committee is a smaller body formed by a large committee from among its
own members, for the purpose of completing an aspect or a part of the larger task assigned to the
committee.

There are advantages as well as disadvantages in using a committee for decision-making. The
advantages are:

a. The decisions are more acceptable to all concerned since they are impersonal and democratic.

b. A committee can examine the matter from several angles and put together more information,
knowledge and experience than a single person can do.

c. It spreads the responsibility to the members of the committee, and relieves the manager of sole
responsibility. This disadvantages of using a committee for decision-making have attracted some
humorous and sharp like: “A committee is a group that keeps the minutes and loses the hours,” and
“If you want to kill an idea, get a committee working on it.”

Disadvantages are:

i) A committee takes more time than an individual; sometimes, a manager may appoint a committee
as a delaying tactic when he is faced with a troublesome situation.
ii) Committees are expensive; the members have to take time out of their work to attend committee
meetings. Secretarial help, stationery, refreshments are further expenses of a committee.

iii) Committees sometimes fail to arrive at any useful conclusion.

But, in spite of the disadvantages, committees are extensively used for administration and
management because the advantages are so many and so important.

9. Conferences
The word ‘conference’ has been derived from ‘confer’ that means ‘to consult together’, ‘compare
opinion’, ‘carry on a discussion’ by ‘bringing together’. So, a conference is essentially a gathering
or coming together of people of a particular area of interest or related areas of interest to exchange
information.

A conference is a meeting of a large group of persons assembled for the purpose of discussing
common problems or activities. The number of participants may be anything from ten to five
hundred or more; a large conference is divided into small groups for the purpose of discussions. The
participants may not be from the same organization.

More and more organizations – private, government, non-governmental, multinational, academic

and scientific are holding periodic, mostly annual, conferences or conventions or colloquiums,
primarily with a view to having information update. Moreover, especially in a large conference,
delegates representing various organizations, “sometimes cooperative, sometimes hostile”, meet to
consider a problem, and to recommend a joint course of action.

A conference, is coming together of a much large number of participants or members or delegates

than those in a committee meeting. Planning fairly in advance is the first important step in this
direction. In fact, a special committee has to be constituted to work out the logistics of the
conference. Its task would chiefly consist of announcing the rubric or subject of the conference,
deciding the date or dates, venue, number of sessions, sending out invitations, contacting the
specialists, resource persons, working out the expenditure, printing the material to be circulated,
arranging boarding and lodging for the guests, security arrangements, cultural programmes and
sightseeing and so on.

An organization may host a yearly national or international conference inviting other organizations
to participate in detailed discussions on the latest technologies, marketing strategies, national or
global situation vis-à-vis the constraints of the organization etc.

Within the organization, the sales or the marketing manager may hold a monthly conference or a
weekly session with the sales persons in his team to review the monthly or weekly sales situation
and invite their views to improve it or to give them instructions to achieve the target or to share with
them the views of the management or customers. In the same way, the managers or regional
managers may be invited to an annual conference at a scenic spot abroad. It will not only serve the
purpose of exchange of information but also that of a strong incentive to earn both pleasure and
profit.

A conference may last a day or a few days, depending upon the subject of the conference.
Participants are expected to pay a participation fee to cover the expenses (unless the expenses are
borne by the concerned organization). The conference is a tool of learning and training and
development; members pool together and share their knowledge and experience, and discuss their
problems.

Since the scope of the conference is generally vast, it has to be divided into several groups or sub-
groups for discussion, and to be presided over by duly elected chairpersons or group leaders. The
reports of all these groups, and their discussion or series of discussions are read out at the end of the
conference. It is an enriching activity. It does not have a task to complete; any conclusions that are
arrived at during the discussions are included in a report of the conference. The most important part
of these reports is the recommendations made by the participants on the basis of their ‘pooled in’
expertise or experience. The reports and recommendations of these groups are then compiled into a
consolidated report edited and published for wider circulation or brought out in book form for
internal circulation among the concerned members or managers or trainees of the organization.

Copies of the report are given to the participants and their organizations, and may be sent to various
authorities concerned with the subject of the conference.

As a result of all these discussions, and publication of its reports, a conference acquires immense
educational value. Even by ‘actively listening’ to the expert experienced speakers, the audience
improve upon their already acquired knowledge. They learn new skills and sharpen their minds.
Through discussions the participants improve their interaction, and establish useful business
contacts. Very often transactions are made in the course of the conference itself.

A conference does not have any authority but it may make recommendations since the participants
are persons who have experience and are engaged in the activity and are directly affected by the
state of affairs in the field.

10. Seminars
A seminar is a meeting for exchanging information and holding discussions on a somewhat smaller
scale than a conference. Moreover, a seminar is more limited and formal in its nature while a
conference is wider and more informal. As a result, more serious discussions are held in a seminar
within a limited period than in a conference. Every participant in a seminar is supposed to present a
paper after the reading of which all the participants are supposed to discuss it in great detail. Sitting
quiet in a seminar is generally not expected.

A workshop, by definition, is “a period of discussion or practical work on a particular subject in

which a group of people learn about the subject by sharing their knowledge or experience.” Here the
emphasis is on the practical training aspect of the knowledge or information sharing and decision-
making activity. Most of the seminars and workshops begin with the address of an expert specially
invited for the occasion. Then the participants concentrate on the various aspects of the problem or
subject spelt out in the expert’s address (or key note address) and start working on the task assigned
to them.

11. Communication Mediums

A medium (plural: media or mediums) is the means of transmitting or conveying a message. Some
media carry written words and/or pictures/graphics (like the mail) and other media carry the voice
(like the telephone). Electronic media can carry both voice and written material.

Communication medium refers to the channels or methods used to transmit a message between the
sender and the receiver, essentially the means through which information is conveyed. It is a
medium in communication through which a speaker or writer addresses their audience. Its an outlet
that a sender uses to express meaning to their audience. It includes oral, written, verbal, non-verbal
elements. A communication medium can be virtual or physical.

One can transmit a message by any suitable medium; there are many media to choose from. Each
medium has its own characteristic which are advantageous in one situation but disadvantageous in
another situation. Besides, each medium makes a different kind of impression and impact on the
receiver.

Many messages in an organization have an emotional content, which influences the choice
considerably; the emotional content is not carried equally by all media. In order to understand the
importance of choosing the medium carefully, consider an occasion when one has to convey a tough
message. People do not want to get bad news; employees do not want to hear about changes in
practices which they have been following, and certainly do not want to learn that their job is in
danger. Such messages have high intensity and are very complex. How should one convey such
messages? Which medium or a combination of media will be the best? Generally, the best method is
to convey the information personally, face-to-face; the advantage of instant feedback and
continuous two-way communication allows for a satisfactory closure of the communication. Since it
may not be possible to do this with a large number, the next best thing is to choose a medium (or a
combination) that is as personal as possible. The first decision is between oral and written and non-
verbal.

Within each of these, there are further decisions to be made. Written messages are transmitted by
the mail, courier, telegraph, telex, fax, E-mail, notice boards and bulletin boards, newspapers,
magazines. Oral messages are carried by air vibrations, the microphone and loud-speaker, the
telephone, cellular phone, voice mail and the radio. The cinema and the TV are the most powerful
media as they can transmit all types of messages, written, oral, visual and auditory.

1} Conventional Modes
Media which have been in use for a long time and depend on traditional carriers are called
conventional for convenience and to distinguish them from the modern media based on advances in
electronics.

a) Mail

The postal service uses rail, road and air transport, and is usually a government-owned network with
links with all other countries. Various types of mail services are available: ordinary mail, registered
mail which may include A.D. (acknowledgement due). Quick Mail Service (QMS), Express
delivery and Under certificate of posting.

Speed post is a service offered by the Post Office, it ensures delivery of letters and parcels on the
same day within the city, within twenty-four hours to certain cities in the country and within forty-
eight hours to cities of other countries. This service is not available in all cities.

The Post Office now offers electronic media for new services like hybrid mail in some cities.

b) Courier

Courier services are private; they collect and deliver packets door-to-door at any time during the
day. Though the cost is high, this is a very quick service for the delivery of letters and parcels.
Courier services are limited to the cities where they maintain their network. Their door-to-door
service is a great advantage.

Courier companies are recognized as commercial companies. Courier services are the modern,
sophisticated form of the messenger or runner of the old days before the postal service.

c) Hand delivery

Written messages and documents and parcels can be delivered within the city by an organization’s
delivery boys. The effectiveness and speed of this method depends on the organization’s own
system of messengers. It requires a number of employees for outdoor work, and may be expensive;
but it ensures prompt delivery and acknowledgement from the receiver. It is most useful when proof
of delivery is necessary for the record, as the messenger can bring back a signed copy, or an official
receipt or a signature in the sender’s peon book.

d) Telegraph

Telegraph is a government-owned network in most countries; it has links with all other countries. It
works by transmitting sounds in the Morse code. Telegrams can be sent ‘ordinary’ or ‘express’.
There is also facility for reply-paid telegrams; you can send a telegram and pay for the other party’s
reply telegram at your telegraph office. This facility is used to impress upon the receiver that
immediate reply is expected. The telegraph office registers special telegraphic addresses for
companies, on application. This address is only one word; the only addition needed is the pin code
number. Organizations which receive and send a large number of telegrams can thus save
expenditure for themselves and their correspondents. The telegraphic address can also be used as
signature of the organization in telegrams.

A telegram is used for external communication, for contacting customers, suppliers, travelling
salesmen, branches, offices, etc. a telegram gives an impression of urgency, and therefore gets
immediate response. It is used when there is an urgent message to be conveyed or urgent action is
required. This medium’s importance has been substantially reduced by fax and mobile phones in
large cities, but it has an excellent net-work which reaches even remote parts of the country where
the modern media have not yet reached. Hence, it will continue to be used for a long time.

e) Telex

Telex (short form of Teleprinter Exchange) is a world-wide teletype service providing instantaneous
communication through direct dial teleprinter-to-teleprinter system. Messages can be sent and
received twenty-four hours a day.

The system has direct dial teleprinter exchange was introduced in 1958; within ten years it had more
than twenty-five thousand subscribers. It enabled subscribers to send messages and data directly to
each other.

Telex connection is got through the Post Office; each subscriber has an Identification code for
connection. The teleprinter has a key board for typing messages and a transmitter/receiver for
sending and receiving messages. The machine is fitted with a roll of paper, and messages can be
typed out continuously. When a message is typed on the sender’s machine, the same message gets
typed at the same time on the receiver’s machine also.

The advantage of this machine is that it automatically types out received messages even if the
machine is not attended; the received messages can be read later. When the receiver’s machine is
attended, the sender and the receiver can carry on a two-way “dialogue” by typing out in turn.

Telex messages are paid for on the basis of the time taken for transmission and the distance; the
charge begins as soon as the connection is made. Telex users have developed a language of
contractions and abbreviations for saving time. As telex connects the two communicants in real time,
it is not subject to problems like viruses.

It is used mainly by organizations like railways, ports, shipping companies, stock exchanges, banks
and financial institutions, embassies, and major corporate houses which need constant international
communication. Telex messages are relayed on a screen in newspaper offices, share markets,
airports, railway stations and places where moment-to-moment information has to be conveyed to
many people.
Telex has an excellent international network and installation of good machines in good working
condition. Recent developments have made it possible to use a computer instead of a teleprinter for
transmission of telex. As technologies converge, the use of teleprinters may become outdated.

You can transmit a message by any suitable medium; there are many media to choose from. Each
medium has its own features which are advantageous in one situation but disadvantageous in
another situation. Besides, each medium makes a different kind of impression and impact on the
receiver.

2} Modern methods of communication

Communication technology has made rapid strides in the past few years. A combination of wireless,
telephone and computer technology has given many capabilities to communication tools.

i) Telephone

This form of electronic communication has been around for nearly a century. It is the most useful
and universal medium of oral communication with a person who is not present at the same place as
the sender. The telephone instrument has evolved, over the years, into a very sophisticated forms
with many new facilities.

An answering machine can be attached to the telephone to take a message if you cannot answer it.
Conference facility permits three or more persons from different parts of the world to have a
discussion by telephone. Cordless telephone frees the handset from the hand-hold and allows the
user to take it around within a range of a hundred metres from the hand-hold. Caller identity device
attached to the telephone can show the number from which the incoming call is being made.

ii) Intercom

Intercom is an internal telephone system which allows communication between persons in different
parts of a building. It eliminates the need for visiting another part of the office and the need for a
peon to carry written notes and messages. Information can be passed quickly from one person to
another in the office. Most intercom instruments have facility to broadcast messages to the entire
office over all the internal lines or a particular location on one line.

iii) STD

STD (Subscriber Trunk Dialling) allows a user to make call to a number in another city directly,
without having to call the operator at the telephone exchange. This service is available to almost all
cities in the country. Every city has a code number which you dial before dialling the personal
number. The code number Pune is 020.
iv) ISD

ISD (International Subscriber Dialling) allows the user to call a number to any of the major cities of
the world, without calling the operator at the telephone exchange. Every country has an
international code number which you dial before dialling the required city code and personal
telephone number. The code number for India is 091.

STD and ISD facilities can be locked with a number code.

v) Cellular (Mobile) Phone

The cellular (mobile) phone is based on a combination of the old radio technology and emerging
telecommunication technology. Cellular phones have some of the characteristics of the home
phones but there are several differences. Cellular phones operate through airways, much like a radio.
This means that weather conditions, underground parking or passages, and fortified buildings may
affect reception. There are some boundaries to cellular coverage outside metropolitan areas and
away from major highways.

Air time is charged by 30-second units. The rates have been falling rapidly with the increase in
competition among providers of cellular phone service.

Cellular phone instruments have facilities for storage numbers, record of missed calls (calls which
were not answered), for receiving text messages (SMS), for leaving voice mail, and for receiving
information given by the network about the weather, about conditions on the road, and other vital
news needed while travelling. Call conferencing allows up to five parties to hold a discussion, “Ask
Me” information service, food and flowers ordering, airlines information, restaurant bookings, and
so on.

Mobile phones now have the capacity of Multimedia Messaging. It allows the person to add
pictures, sound, colour, voice, animation, to messages which one sends over the mobile phone. One
can take a photo, edit it instantly and send it with text or a sound clip. Photos taken by MNS-
enabled phone can be sent to other MNS-enabled phones, to e-mail addresses, can be published on
the internet, used in a presentation, or just stored in a personal album.

The mobile has freed managers from their offices as they can be in touch with the office from
wherever they are. It has become possible to contact persons who are travelling or are out in the
open. Marketing persons who visit customers can instantly get in touch with their home office to
consult. Most importantly, travelling representatives have instant access to data and information
from the home office as well as other information through the internet which can be accessed from
the mobile phone.

vi) SMS
SMS (Short Message Service) is sending and receiving text messages to and from mobile
telephones. The text may include words or numbers or a combination of both. SMS is also known as
text messages, messages, or more colloquially, SMSes, texts or even txts.

Messages are sent by a store-and-forward mechanism to a Short Message Service Centre (SMSC),
which sends the message to the recipient; it may retry sending the message if the user is out of reach
at a given moment. There is no guarantee that a message will be delivered to its recipient; delay or
complete loss of a message can occur, especially when a message has to move from one network to
another. Users can opt for delivery reports, which gives positive confirmation that the message has
reached the intended recipient.

Message length is bound by the limitations of the signalling protocol to exactly 140 bytes. Longer
messages have to be sent segmented as multiple messages; each segment starts with a user data
header and segmentation information. The receiving phone has to reassemble the message and
present it to the user as one long message. Theoretically, 255 segments can be sent, but in practice,
people use only three to four segment messages. Long messages are billed as equivalent to multiple
SMS messages.

Owing to the small keypad and the small screen of the mobile phone, the message length is limited.
Hence, people have made a number of adaptations in SMS spelling, and developed new
abbreviations such as the use of numbers for words (“4” in place of “for”), the omission of vowels,
as in the phrase “txt msg”, and the use of capitalization to indicate space, as in “ThisIsVeryCool”.

This type of language first developed in Internet chatrooms. It became much more pronounced in
SMS, since the mobile phone does not have the QWERTY keyboard and it takes much more effort
to type each character on the small, limited keyboard.

There is predictive text software that guesses words (AOL’s T9) or letters and can reduce the labour
and time of typing. It makes abbreviations less necessary. But it makes the text longer; it may have
to be sent in multiple parts and therefore costs more.

vii) Voice Mail

Voice mail is a communication service on a telephone line. The simple answering machine which
can be attached to a telephone is a form of voice mail; it allows a caller to leave a name or number
and message if you do not answer the phone. The message can be retrieved and answered later, at a
more convenient time.

Cellular phone companies offer voice mail service as a part of their network offerings; the service is
inexpensive and available twenty-four hours a day. A voice mail device can be attached to a
telephone directly or through a computer. Fax machines have voice mail facility.

Some voice mail services add the date and time to each message so that one knows exactly when
the call was left.
Voice mail has many advantages. For the organization, it helps to make better use of time; it can
help to prevent interruptions in office work.

Sometimes just trying to communicate a simple message can entail a series of phone calls back and
forth because the other person was not available when that person was called. The result is wasted
time and lost productivity. Voice mail systems are meant to address this problem. It acts as a
corporate answering machine, relaying messages from people both inside and outside the company.
It reduces paperwork since messages do not have to be taken down to be passed on.

Callers can leave a detailed message up to three minutes long, even while you’re talking on another
call. As each message is in the voice of the caller or user it avoids miscommunication and
misunderstanding which can occur if the message is conveyed by a telephone operator or attendant.
It increases communications capability of the organization.

For individuals, voice mail avoids the constraints of answering a telephone call on the spot. The call
can be retrieved and answered at a time convenient to yourself, after you have had the time to think
and decide what to say in reply. It allows you to avoid taking a call if necessary, and also relieves
you from the anxiety of losing a call. Since you can hear the caller speak, you can pick up the
receiver and answer if you want to speak to the person.

You need to develop the skill to use the voice mail. Make a clear statement of purpose after you
have identified yourself. The voice mail carries the tonal quality of your voice and your feelings;
speak as you would, if the other person was present at the other end of the line. You may feel
uncomfortable delivering a monologue, but you have the advantage that you are not interrupted.

viii) Fax

The facsimile machine is a device for transmitting copies of printed images over telephone lines.
The machine is connected to the telephone through a modem (modulator-demodulator). The sender
has to dial the receiver’s fax number, insert the documents into the machine and press the start
button. The machine scans the page and makes an electronic representation of the text and graphics,
compresses the data to save transmission time and transmits it to the dialled fax machine. The
receiving machine decrypts the signals and uses its in-built printer to produce an exact photocopy of
the original page. The cost of the print-out is borne by the receiver.

Fax permits quick exchange of information and documents between offices and organizations and
individuals. Important decisions and instructions can be quickly conveyed to branches and other
offices.

Fax is used only for documents which are not confidential. The machine puts out a printout which is
open and can be seen by anyone. However, you can arrange (by telephone talk) to be alone with the
machine, when a confidential message is being sent. The printout contains the time and date and the
fax number of the sender’s machine. The sender gets a confirmation printout showing the receiver’s
fax number the date and the time of transmission and the number of pages transmitted.
Sometimes the received copy is not clear. It is customary to telephone the receiver to make sure that
the fax has been received.

The fax machine can be sent to function as a telephone or as a voice mail (answering machine) by
pressing relevant buttons. It can also make one or two photo copies of a document.

Fax can be sent through a computer. The latest models of computers have an in-built modem, and
software for fax is included as a part of Windows. Fax through a computer can transmit only
messages which have been created on the computer; it cannot transmit a document as it is, as the fax
machine can. However, a scanner can copy a document, both text and graphics, into the computer,
which can then be transmitted by fax.

ix) E-mail

Electronic mail requires a computer, a telephone line and a modem (if modem is not in-built in the
computer). The connection is given by the VSNL, the MTNL and other e-mail and Internet Service
Providers (ISP). E-mail is the most frequently used application of the Internet.

The communication is almost instantaneous; besides sending a message you can send whole
documents (which are on your computer) as attachments with the message.

It is easy to send e-mail; you can prepare the message on a word processing program, log onto your
e-mail, copy-and-paste the message on the “compose” frame; or you can write the message directly
on the compose frame after logging on and send it by clicking on the “send” button. The message
remains in the receiver’s e-mail inbox and can be read (or deleted) at any time.

In order to send an e-mail, you must know the recipient’s e-mail address. This has the form:
someone@someplace; “someone” could be the person’s real name like geeta or it may be a word or
letters chosen by the person, like gverma or gmd3 or anything else; “someplace” is the address of
the computer and network on which the person has an account, like Hotmail.com, yahoo.co.in or
vsnl. Net. An error in a single letter or number or punctuation or space will prevent your message
from being sent. You will receive a notification that the message could not be sent.

An important capability of e-mail is its ability to create ongoing electronic conferences. People all
over the world, interested in a particular topic can “meet” to hear new ideas, new papers, and
discuss them in a group. E-mail provides “discussion groups” or “lists” for electronic conferences.

An important advantage of e-mail is that it makes information more accessible and permits faster
procedures in an organization.

E-mail respects the receiver’s time; the message need not be answered at once as with the telephone.
Although in speed of transmission e-mail comes close to the telephone, it does not demand instant
reply; there is time to think before replying.
Within the organization, e-mail bypasses the chain of command for vertical communication. A
subordinate’s query or observation may be simultaneously on the computer of the immediate
supervisor as well as a higher-level manager. Information which would take time moving through
the chain of command and may get edited on the way, can go straight to the intended recipient. The
e-mail democratizes the organization.

Issues of confidentiality and security pose the greatest problem; many organizations restrict access
to the e-mail and the internet because of security risks and the possibilities of abuse. It is worth
considering what kind of messages should not go by e-mail. You would not expect to get a firing
from the boss or to give a firing to your subordinate by e-mail. But congratulatory and other social
goodwill messages are actually made easy by e-mail which offers free electronic greeting cards
which can be sent.

Efficacy of the e-mail depends on the user’s regularity in checking mail; you cannot know how
often or at what time the receiver checks the e-mail inbox. The message could lie there for days if
the person does not check the e-mail regularly.

x) Teleconferencing

Teleconferencing can bring people together without anyone having to spend time and money on
travel. There are three types of teleconferencing: a) audio teleconferencing, b) audio graphics
teleconferencing c) video teleconferencing.

Audio teleconferencing: This is a conference by telephone; it is the most frequently used, most
productive and inexpensive medium. It is also called “phone meeting”; it does not need any special
equipment other than the ordinary telephone.

The main factors for its wide spread acceptance are: easy to use; – everyone can use a telephone; --
easily available; – telephones are available anywhere; -- easy to participate from any telephone line
in the world; -- takes only a few minutes to set up a conference call; -- costs little.

Audio Graphics Teleconferencing: This teleconferencing provides the facility to move text,
computer-generated images, photographs and large files over ordinary telephone lines (like the
Internet). It is not as expensive as video conferencing but still requires going to the location that has
the equipment or investing in the equipment.

Video Teleconferencing: This conferencing allows people at different locations to see and hear each
other at the same time; it is fully interactive and almost like a face-to-face meeting. Depending on
the level of technology used, it may connect two locations interactively or it may be Broadcast
video with the broadcasting site transmitting its image to many sites that may be able to
communicate back through standard telephone lines. With more complex systems and equipment it
is possible to have more than two locations connected together so that they can all see and hear one
another, very much like an actual meeting.
The cost of the equipment is high; only a few companies with international operations have their
own video-conferencing facilities. The facilities are also available with MTNL and other service
providers on rent.

Videoconferencing is made possible through merging a variety of complex modern technologies.

The equipment is becoming less expensive and more user-friendly as more manufacturers compete
in the market.

The benefits of video conferencing are remarkable. First of all, it is almost like communicating
face-to-face. The interaction allows people at distant locations to understand one another better. It
makes discussion more meaningful. It helps people feel connected and goes a long way in building
relationships in a way that telephone and e-mail cannot do. It improves appeal and retention by
including diverse media like video and audio clips, graphics, animation, and computer applications,
for demonstration and explanation. It saves the time and cost of travelling to meet, and allows
people to keep in touch more frequently. It enriches communication in several ways.

xi) Websites

Internet is the most recent, the most powerful of all media. It has a growing audience, and most
people use it for finding information. Even small firms now have a web site whose address is
indicated on their letterhead, in their brochures, advertisements and other publicity literature.

A website can be used for publishing all information about the company; it addresses a multiple
audience by giving a different page for each category of information.

It is used for publishing the company’s catalogue with images and description of the products.
Companies that have provision for buying online, giving information about how to order on line.
Others give information about retail outlets and whom to contact. More advanced websites include
provision for existing and new customers to contact them for more information and for queries.
Companies that have full-fledged online sales also provide for making payment by credit card
online; however, concerns about security makes many buyers prefer to pay without using the
website.

Information about the companies’ history, owners, staff, and so on is provided on other pages of the
websites. The web site can be used as a medium for maintaining Public Relations; information
about the social and environmental concern and work of the company, is also publicized with
pictures and descriptions.

It is worth visiting web sites of Indian Railways (www.irctc.co.in), Maharashtra Road Transport
(wwwmsrtc.gov.in) to see how the web site has been used for various purposes.

3} Media of Communication
Mass communication is communication from many to many. The messages are prepared by teams
(as in newspaper, radio, TV, cinema) and reach a large number of people all over the world. The
distance between the sender and the audience is very great.

a) Notice board

Notice board and bulletin board are media for public communication within the organization. A
notice board is placed at a location where it can be seen by the persons for whom it is meant.

Notice boards need care and attention. They must be attractively laid out; over-lapping notices and
crowding of too many notices gives the notice board a poor appearance and makes it difficult to
read. An up-to-date notice board, which is neatly laid out and does not carry stale notices, looks
attractive and gets attention. Notices typed in double spaced lines, in large font, with wide margins
are easy to read.

b) Hoardings and bill boards

These are meant for mass communication like advertisements. They are used for posters conveying
simple ideas. They usually have a short message in large letters and also include pictures. Location
of the boards is important; they are usually placed high up and can be seen from a distance.

c) Newspapers and magazines

These media of mass communication are used by business houses for inviting tenders, for
recruitment information and other public notices and advertisements.

d) Radio

The radio is a medium of mass oral communication. News, notices, advertisements are transmitted
to the public by radio. Like other mass media it allows only one way communication. The transistor
set has made it possible for radio to reach all parts of the country and all sections of the population.

e) Film

The film is the most powerful medium of communication. It is the audio-visual medium which
combines all possible forms: written, oral, visual and auditory. A film can be shown in a cinema
theatre or projected on a small screen in a room with a film projector, or projected on the TV screen
through video player or transmitted by television. It can now be viewed on the computer monitor
through the internet. The film is a highly versatile medium and can be used for many purposes, and
adapted to different conditions.
f) Television

Television is a powerful medium, which, like the film, is audio-visual. Its ability to transmit live
events as they are going on makes it the most powerful medium for mass communication. With
teleconferencing, the television can transmit things happening at more than one place at once. A
news reader in Mumbai can take the audience to a view of what is happening in Los Angelus or
hold a live discussion with a reporter in Paris.

g) Internet

This is the most recent, the most powerful of all media. It has a growing audience, and most people
use it for finding information. Even small firm now have web sites which are indicated on their
letterhead, in their brochures, advertisements and other publicity literature.

Communication media available to business people have mushroomed in the past few years. You
can select from the traditional oral and written channels and from the new electronic media which
have some of the characteristics of the older media. People who need to communicate will have to
keep up with the technology of communication which is developing rapidly to bring communicating
parties closer to each other. Some older channels and media may become outdated as new methods
become available. Your selection of the medium can make the difference between effective and
ineffective communication. You have to do your best to match your selection to your message and
your intentions.

Every medium has limitations which filter out parts of the message. Every medium influences the
receiver’s perception of the sender’s intentions. Different cultures favour one medium over another.
In short it is said that the medium is a comment on the message.

END