MODULE - 1 BASICS OF BUSINESS

COMMUNICATION
DEFINITION
According to McFarland, Communication is “a process of meaningful interaction among
human beings. More specifically, it is the process by which means are perceived and
understandings are reached among human beings.”

“a process involving the transmission and accurate replication of ideas reinforced by

feedback, purporting to stimulate actions to accomplish organizational goals”.
-Scott, Clothier and Spriegel

By communication, we mean the process of passing information as well as understanding from

one person to another. Through communication, information and
understanding is developed.

Planning, organizing, directing, controlling and co-coordinating in an organization will not be

successful without effective communication. Communication is a means to achieve an
end.

Through communication the organized activity is unified, behavior is modified,

change is effected, information is made productive and goals are achieved.

Process of Communication
The various components/ Elements of the communication process
are:
• Sender: Also known as the transmitter, is the one component who starts the process.

• The Message: The very idea, concept, fact, information, thought, instruction etc. that the
sender wants to transmit, convey, express or dispatch is known as the message.

• Encoding: This is the part where the sender arranges the information that he/she wants to
transmit in a form that is presumably comprehensible for the receiver of the message.

• The Channel: Every communication requires a medium for transfer of a message. You may
refer it to be the road that connects the sender and the receiver.

• Receiver: This is quite simply the receiver of the message. The message is intended for the
receiver. Thus, it is very important to understand the receiver and to frame the message in a
way that the receiver understands.
• Decoding: As every person is different in their own way, messages received are received,
analyzed and understood in different ways by different people. The way a person rearranges the
information contained in a message for his/her own understanding is called decoding.

• Feedback mechanism: Feedback is also significant without which it is difficult to conclude if

the receiver has understood the message in the way that the sender intended. The reactions
and responses of receivers are known as feedback in the communication process.

Communication Models
A model is a schematic representation of a proposed or established theory. Models are more
graphical in nature than written literature.

Models in communication are of different types

viz. linear, interactive and transactional.

The linear models explain communication as a

straight line process that lacks an immediate feedback mechanism. According to such
models communication is one-way only.

In later years, interactive models were proposed to define the communication process.
Feedback was incorporated into these models leading to interactions between senders and
receivers.

The transactional models are the latest in line that define communication processes as being
continuous. A notable addition in such models is the study of individual factors of people that
influence the entire process. These factors are
previous experiences, perception, attitude, beliefs and values of people involved in
communication.

Aristotle’s model of communication

The models of communication can be traced back to the time of Aristotle.

●​ Aristotle’s model primarily laid emphasis on mass communication than between peers.

●​ This model served the purpose of influencing the receiver of the message.

●​ As the matter is of influence, a message should be attractive as well as convincing at the

same time.
 ●​ The active sender is dominant over the passive receivers in this model.

●​ Aristotle’s model consisted of the Speaker, the Speech and the Audience.

Harold Lasswell Model of Communication (1948)

●​ Lasswell introduced the concept of channel or medium into the already existing and
acceppted model of Aristotle.

●​ While Aristotle paid greater attention to the speaker (now referred to as a sender),
Lasswell thought of messages as being more important.

●​ Lasswell defined the process of communication by answering a few specific questions

framed by himself, viz. Who? Says What? In which channel? To whom? With what
effect?
Shannon and Weaver’s model of communication (1949)
Just like the predecessors, this model was also a linear model.

●​ This was the first model to include some technical information developing
communication models further.

●​ This model holds that messages are identified easily but interpretation is not that simple.

●​ The concept of noise as a disruptive agent was introduced in this model.

●​ Applicability of Shannon and Weaver model is limited to specific cases than in universal
situations.

Theodore M. Newcomb’s model of communication (1953)

●​ Theodore looked at communication as a social system that helps maintain relationships
in society.

●​ The concept of message has been absorbed in the flow of communication and not
defined as a separate entity.

●​ This model is also referred to as an A-B-X model.

Wilbur Schramm & Osgood Model of Communication (1954)
●​ Schramm and Osgood suggested communication to be a dynamic and circular process
without any end-point.

●​ In this model, sender and receiver have not been distinguished as being separate.

●​ Instead, it explains that the sender and receiver acts as interpreters that interchanging
roles with one another.

●​ Feedback is continuous in such a system.

●​ The functions of encoding and decoding are also practiced by both parties.

●​ The model also mentions that the interpretation of messages could be different
considering culture, background, education, values and social differences from individual
to individual.

●​ In addition to simple flow of information, some explanations are offered for the process of
interpretation of messages.
George Gerbner Model of Communication (1956)
●​ The focus of this model is the continuously changing nature of communication and the
factors that affect its reliability.

●​ The proposed model was aimed at generalizing all kinds of communication.

●​ Gerbner refers to an event (E) as the primary source of information. M is any man or
machine that observes the event (E).

●​ The entire event is not understood by M in most cases. So, M will try to derive an
essential part of the event as E1, based on his/her perceptual dimension (perception,
context and availability).

●​ M is now ready to transmit. M chooses a channel (means) to transmit a newly organized

message (E2) meant for others.

●​ The transmitting of message E2 from M depends on M’s means and control dimension
(i.e. skills and control over the use of the channel).

●​ The next audience becomes M1 and hence the process continues.

Westley & Maclean’s Model (1957)

●​ The model says that communication is not essentially initiated by someone’s talk.
Communication starts as soon as the need arises to do so upon any kind of change in
the environment.

●​ The response to change in surroundings is also selective in nature.

David Berlo Model of Communication (1960)
●​ The relationship between the sender and the receiver is explored in this model.

●​ Encoding and decoding depends highly on the skills of the sender and receiver.

●​ Commonly referred to as the SMCR model, the Berlo model consists of four major parts
with respective sub parts.

●​ S stands for source, the originator of the message. The source consists of
communication skills, attitudes, knowledge, social system, culture and encoding skills as
sub parts.

●​ M stands for Message, the information or matter to be transferred. Message in turn

comprises content, structure, elements, treatment and code.

●​ C stands for Channel and it includes the hearing, seeing, touching, smelling and seeing
as an individual medium or a combination of these.

●​ R stands for Receiver, who decodes and receives the message. The same sub elements
as mentioned for Sender are also necessary for the receiver for effective communication
to take place.
 ●​ The drawbacks of the SCMR model include the lack of feedback and noise barriers. The
use of sixth sense as a medium is ignored in this model.

Dance’s Helix Model (1967)

●​ Frank Dance explains the process of communication through a three dimensional helical
shape that looks like a funnel.

●​ The bottom of the helix is smaller when compared to the top.

●​ The bottom represents the starting of the process. As it moves upward, it forms bigger
circles and moves in a helical fashion with the expansion of the audience.

●​ There is greater sharing of information in the upper levels.

●​ The element of time in communication is mentioned for the first time in this model.
Davis Foulger’s Model (2004)

●​ This model is an elaboration of Lasswell’s linear communication process.

●​ Drawing from the earlier essence of relationships, some general relationships are
established between people, messages, language and media.

●​ Communicating people are referred to as creators and consumers in this model.

●​ The use of language for constructing messages are specified.

●​ A total of ten relationships are summarized in the model.

●​ However, further derivation of relationships is possible by newer intersections.

●​ Quite simply, communication is a process that happens between creators and

consumers where messages built using languages are transferred within the medium.
Objectives of Communication
The objectives of communication include the following:

a) To tie people and organizational structure together

b) To help people to understand, appreciate, accept, and act upon the ideas, policies,
procedures etc., of the organization.

c) To provide the information and understanding necessary for group effort.

d) To develop right attitudes among employees through motivation

e) To project the image of the enterprise in the society.

f) To promote mutual understanding, co-operation and goodwill between the

management and the employees.

OR

1. Informing:

●​ Sharing knowledge: Communication allows us to share information, facts, and

iideas
 ●​ Clarifying understanding: It helps in clarifying information and ensuring that the
message is understood as intended.

2. Persuading:

●​ Influencing opinions: Communication can be used to influence others' opinions

and attitudes.
●​ Encouraging action: It can motivate individuals to take specific actions or make
decisions.

3. Motivating:

●​ Boosting morale: Communication can inspire and motivate individuals to

perform better.
●​ Fostering cooperation: It can create a positive and collaborative environment.

4. Building Relationships:

●​ Strengthening bonds: Communication helps in building and maintaining

relationships with others.
●​ Creating rapport: It enables us to connect with others on a personal level.

5. Achieving Goals:

●​ Facilitating teamwork: Communication is essential for coordinating efforts and

achieving common goals.
●​ Problem-solving: It helps in identifying and solving problems effectively.

6. Other Objectives:
 ●​ Feedback: Communication provides a platform for feedback, which is crucial for
improvement.
●​ Conflict resolution: It can be used to resolve conflicts and disagreements
constructively.
●​ Decision-making: Effective communication is vital for informed decision-making.
●​ Increasing efficiency: By providing clear instructions and feedback,
communication can boost overall efficiency.
●​ Building awareness: Communication helps in raising awareness about
products, services, or ideas.
●​ Managing crises: It plays a vital role in managing and resolving crises
effectively.

Types of Communication
Based on relationship
1.​ Intrapersonal: It takes place within an individual, it is talking to oneself in one's own
mind. e.g., Selftalk, imagination, visualization, recall etc.
2.​ Transpersonal: It takes place within a person's spiritual domain. Purpose is to self
realization, enhance spirituality.
3.​ Interpersonal: It is exchange of ideas, information between two people through verbal
or non verbal communication
4.​ Group Communication: It is communication between more than two people through
verbal or non verbal methods.
5.​ Mass communication: it is the process of exchanging information through mass media
to a large segment of people. e.g radio, tv, social media
Based on organisational structure
1.​ Formal communication: In this type certain rules and regulations, conventions and
protocols are followed while communicating. Meetings, interviews, presentations are
some examples of this kind.
2.​ Informal communication: There will be no formal rules and regulations in this type. It
is unstructured, unplanned and unofficial. Social interactions are examples of this type.

Based on direction of Communication

1.​ Vertical Communication: This is a formal type of communication. It can be upwards
(bottom to top) or downwards (top to bottom). e.g.communication between manager and
subordinates.
2.​ Horizontal Communication: It is also called lateral communication. In this type
communication takes place between persons of the same working level in an
organization.
3.​ Diagonal Communication: In this type communication takes place between persons of
different departments of an organization. e.g. communication between technical
engineer and marketing manager.

Verbal and non verbal communication

●​ Verbal communication involves using spoken or written language.
●​ Nonverbal communication relies on body language, facial expressions, and other cues to
convey meaning.
Verbal communication consists of words. It is not only oral but also written. Generally,
people consider oral communication synonymous to verbal communication. Well, it is because
one of the meanings of “verbal” is “oral” in the dictionary. Verbal communication
can be broadly categorized into speech and writing. Speech communication includes
face to-face conversation, talking over the phone, public address, presentation, meetings and
so on. Written communication involves writing letters, emails, memos, proposals, reports and
the like. Both oral and written communications are important for a manager in the organisation.

According to various surveys conducted across globe, about 80% of the time a manger in
the organisation spends communicating with others. And most of the communication is
oral in nature which is assisted by nonverbal communication. As discussed earlier, verbal
communication uses “words” or “language” for disseminating information whereas,

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nonverbal communication does not. For example the expression “Parking Area” is verbal, but
“ ” is nonverbal as it is a symbol.

Any form of communication which is written and documented from the sender to the receiver
is known as written communication.
Examples of written communication include letters, memos, research papers, reports, etc.
It is a very concrete form of documentary evidence and can also be used for future
reference purposes. As the information is written, it can be easily distributed to many
people thus making it a bulk communication method. As the information does not change
from person to person, the accuracy of the information conveyed is same across the entire
audience.

Nonverbal communication basically unveils an individual‟s behaviour. It reflects the

personality and temperament of a person. Therefore, managers are expected to
understand the meaning of nonverbal cues- singular and clusters. Nonverbal cues consist
of kinesics, proxemics, paralanguage, sign language, time language, object language,
action, silence, and demonstration.

Body Language
Often, people are judged by their looks. One who stands straight is considered to be
smart, and the one who has drooping shoulders and is slow in moving is tagged as lazy. These
kinds of judgments affect our communication pattern.Body language is into two categories
namely, Kinesics and Postures.

kinesics can be studied through facial

expression, gestures, eye contact, appearance, space, tactile and odour.

Posture is a part of body language. It has been discussed in brief in the section “appearance”.
Posture is not just an aspect of appearance, but is an effective form of non verbal
communication

PRINCIPLES OF COMMUNICATION
To achieve the objective of communication, the communicator should keep in mind
the following principles:

1. There must be a clear understanding of the objective or purpose of

communication. (In the absence of this principle being satisfied the
communication fails).
2. The communication must be in an easily understandable language. The
receiver should not be driven to go in search of dictionary or an interpreter.

3. Communication must be complete and adequate in all respects to avoid

misunderstanding.

4. The medium of communication must be appropriate considering the situation.

5.The messages should be consistent with the overall objectives and policies of
the organization.

6. The actions of the communicator should not be contradictory to the message

communicated.

7. There should be follow-up of communication to make sure that the receiver has understood
the message properly.

8. To ascertain the receiver’s reaction, feedback must be encouraged.

9. Grapevine being a powerful channel for communication, it should be encouraged and not
curbed.

10. The communication skills of the executives should be developed through

proper training.

11. To be successful in oral communication, the executives must be good listeners that is,
they should listen more before speaking out their mind.
7 Cs of Communication
Module 2: WRITTEN BUSINESS
COMMUNICATION
Effective written communication is the ability to communicate ideas, information and
perspectives clearly, adapting a message to different audiences and situations, and
using the appropriate style to convey meaning and various written contexts.

Every kind of profession requires some level of written communication proficiency. Your
employer expects you to have outstanding written communication abilities whether you
send emails, compose memos, develop meeting agendas, write bulletins, generate
circulars, or deliver briefings. Depending on your role, having excellent communication
skills will help you interact with everyone you work with daily.

Verbal communication relies on body language and your voice's tone to deliver
information. Written communication skills use grammar, punctuation and words. For
written communication to be effective, ensure it is clear, concise, complete and
courteous.

Core elements of written communication:

1. Conciseness
The goal of every written communication is to get to the point quickly. It is vital to include
only relevant details to communicate the information effectively.

2. Clarity
Clarity helps the readers understand the message.In business communication, bringing
clarity to the writing reduces instances of misinformation, misconception,
miscommunication, and mistakes.

3. Tone
The tone is the voice of your writing and conveys the emotions to the readers. Strong
writing skills are important to strike the right tone, especially in business settings.

For business writing, use a professional tone with an appropriate degree of friendliness
and formality that can be understood by all the stakeholders.

4. Active Voice
Active voice uses action verbs that make the writing clearer, more accessible and more
engaging to the readers. It is preferred over passive voice because active voice allows a
reader to move through the writing quickly. Active voice flows better and makes the
writing more persuasive.

5. Grammar and punctuation

Grammar and punctuation make the writing clear, engage the readers, avoid
miscommunication, and make the communication effective. In professional
communication, grammar and punctuation help deliver correct information to the
readers.

Without using the correct spelling, preposition, punctuation, verb tense, article,
conjunction, and other basic grammar rules, it becomes difficult to read and interpret the
information.

Therefore, always proofread your writing to ensure it is grammatically accurate and

professionally presented.
Elements to Improve written communication
skills

1. Know your goals

Having a clear goal helps in writing a clear and concise copy. Every written formal
communication or written messages has a purpose and writing must convey that
purpose to the readers. Explain clearly what is expected from the readers.

2. Choose the right words and tone

Word choice and writing tone make the writing compelling. Certain forms of written
communication, like proposals, require a formal tone.

Avoid using jargon, idioms, metaphors and fancy words. Stick to simple business
language because concise and clear written communication delivers the right
information.

3. Use outlines
For longer-form content such as reports or newsletters, write an outline to organise the
thoughts. It ensures the writing remains organised and focused.

Start by writing the document's objective, followed by a list of the main points. Outlines
provide a logical order to the written communication and are useful across various types
of communication, whether it's informative, persuasive, instructional, or transactional.

4. Stay on the topic

Effective written communication is all about staying on topic. Avoid irrelevant
information.

Clarity and conciseness are vital. Try keeping the paragraphs and sentences short
because over-complicated sentences slow the reader down.
5. Edit and revise
Read the document two or three times to ensure that it flows well, the writing makes
sense, and is error-free and free from all unnecessary details.

Apart from proofreading for grammatical errors, give attention to how the document
sounds. Also, look for visual styles, word spacing, and word division.

Reread the document after some time to further eliminate potential errors.