DPB40093
BUSINESS COMMUNICATION
CHAPTER 1:
INTRODUCTION OF BUSINESS
COMMUNICATION
CHAPTER 1:
INTRODUCTION OF BUSINESS COMMUNICATION
Learning outcome:
• Explain the concept of communication
• Describe the importance of communication
• Explain the communication principles
• Explain the importance of communication in business
1.1 CONCEPT OF COMMUNICATION
Definition Of Communication
Interchange of thought or information
between two or more persons to bring
about mutual understanding and desired
action
COMMUNICATION GOALS
To change behavior
To get action
To ensure understanding
To persuade
To get information and give information
COMMUNICATION MODELS
• Lasswell,shannon and weaver
• Berlo’s model
• Dance’s helical spiral
LASSWELL MODEL
• American sociologist and psychologist, Harold Lasswell is best known for his
linear model of communication that he developed in 1948.
• The Lasswell model of communication (also known as Lasswell’s
communication model) describes who is saying something, which channel is
used to convey the messages, who the message is aimed at and what effect the
message has.
• Communication sciences and public relations still often use this model,
making this a classic sender receiver model.
SHANNON & WEAVER MODEL
• In 1948, Shannon was an American mathematician, Electronic engineer and Weaver was an
American scientist both of them join together to write an article in “Bell System Technical
Journal” called “A Mathematical Theory of Communication” and also called as “Shannon-
Weaver model of communication”.
• This model is specially designed to develop the effective communication between sender and
receiver. Also they find factors which affecting the communication process called “Noise”. At
first the model was developed to improve the Technical communication. Later it’s widely
applied in the field of Communication.
• The model deals with various concepts like Information source, transmitter, Noise, channel,
message, receiver, channel, information destination, encode and decode.
SHANNON-WEAVER MODEL
• In 1960, David Berlo postulated Berlo’s Sender-Message-Channel-Receiver (SMCR) model of
communication from Shannon Weaver’s Model of Communication (1949). He described factors affecting
the individual components in the communication making the communication more efficient.
• The model also focuses on encoding and decoding which happens before sender sends the message and
before receiver receives the message respectively.
• Berlo’s Model has mainly, four components to describe the communication process. They
are sender, message, channel and receiver. Each of the component is affected by many factors.
BERLO’S MODEL
Dance’s helical spiral
Frank Dance proposed a communication model inspired by
a helix in 1967 known as Helical Model of Communication
A helix is a three dimensional spring like curve in the shape
of a cylinder or a cone
Helix is compared with evolution of communication of a
human since birth to existence or existing moment
Dance’s helical spiral
• Example: When a child is born, the only
means of communication is crying. He/she
cries for everything like hunger, pain, cold, etc.
As the child grows, the means of
communication of the child becomes wider and
broader. He learns to make noises then he
learns language to obtain attention and to fulfill
his needs.
• It illustrates the development of an individual
throughout life, as their knowledge base
deepens and expands through communication;
thus the helical model can be seen as dynamic.
• https://www.youtube.com/watch?v=05FMqwe
70Ws
TYPES OF COMMUNICATION
Interpersonal communication
Intrapersonal communication
Public communication
Mass communication
INTERPERSONAL
COMMUNICATION
An exchange of
information between
two or more people
TYPES OF INTERPERSONAL
VERBAL NON-VERBAL
COMMUNICATION COMMUNICATION
SKILL SKILL
LISTENING SKILL NEGOTIATION SKILL
ELEMENTS OF INTERPERSONAL
COMMUNICATION
Communicators Message
Channel Noise
• Gaining information
can gained knowledge
about another
FUNCTIONS OF individual.
INTERPERSONAL
COMMUNICATION • Building a context of
understanding
• Interpersonal needs
INTRAPERSONAL
COMMUNICATION
• Communicate with ourselves.
• Involving the process of thinking and feeling.
• Has a very solid sense of their own identity and personality.
Self-
Adaptability motivation
ADVANTAGES OF
INTRAPERSONAL
COMMUNICATION
Self- Self-
awareness confidence
Introvert
DISADVANTAGES OF
INTRAPERSONAL
COMMUNICATION
Over thinking Wrong
assumption
PUBLIC COMMUNICATION
Meaning :
•Happens when individuals and groups engage in dialogue
•Few forms of public communication :-
Public speaking events
Newspaper editorials
Billboard advertisements
3 GENERAL CATEGORIES
Inform
3 general
categories
Persuade Entertain
TYPES OF PUBLIC COMMUNICATION
“Speeches”
Speaking to entertain
• Humor and offense
• To engage, interest, amuse listeners
Speaking to inform
• May take form of demonstration
• To increase listeners understanding
Speaking to persuade
• To change attitudes, beliefs, behaviours
Two things YOUR ROLE AS A SPEAKER
Your image makes a statement
The speaker and the audience both have -needs.
Fear Of Public Speaking
•Most people afraid of Public Speaking or “Stage fright” or
“performance anxiety”.
• Example :-
• When performing in front of camera
STRATEGIES FOR BECOMING A BETTER
SPEAKER
Plan Appropriately
Practice
Engage with you audience
Pay attention to body language
Think positively
Cope with nervous
MASS COMUNICATION
•Exchange information through mass media.
•Relating newspaper, magazine, radio, television and
internet.
WHAT IS MASS
COMMUNICATION
Process Transmitted
transmitting quickly to
messages to a people who
large number stay far away
CHARACTERISTIC OF MASS
COMMUNICATION
•Mass medium
~ Important characteristic is a presence of mass media like
newspaper, radio, television.
•Anonymous the participant are usually unknown to each other .
FUNCTIONS OF MASS
COMMUNICATION
• Inform about the latest news.
Inform
• To capture the attention of large
Entertain numbers of people.
• Media is a great teacher and educator.
Educate • Most information we obtained from mass
media.
1.2 IMPORTANCE OF COMMUNICATION
• a. Promotes motivation
• b. Source of information
• c. Altering individual’s attitudes
• d. Helps in socializing
• e. Controlling process
a)Promotes motivation
Informing & Manner How to improve
clarifying performing task performance
b)Source of information
SECONDARY
PRIMARY
INTERNA EXTERNA
L L
c)Altering individual’s attitudes
Communication also plays a crucial role in altering
individual attitudes.
A well informed individual will have better attitude than a
less-informed individual.
Organizational magazines, journals, meetings and various
other forms of oral and written communication help in
moulding employee’s attitudes
d)Helps in socializing
• Build up your confidence interacting with others
• Develop strong communication skills
Practice good manners
e)Controlling process
Help controlling organizational
Various levels of hierarchy and certain principles
and guidelines that employees must follow in an
organization
Communications helps in controlling function of
management
1.3 COMMUNICATION PRINCIPLES
•a. Unavoidable
•b. Operates on two level
•c. Irreversible
•d. A process
•e. Not a panacea
UNAVOIDABLE
• Impossible to not communicate
• Not exist when there is only one person.
• It is essential to consider the unintentional messages
you send
OPERATES ON TWO LEVEL
CONTENT RELATIONAL
MESSAGES MESSAGES
information about signals indicating
the topic under how they feel about
discussion one another
IRREVERSIBLE
• Situation when you lost your temper
• Tried to repair the damage
• Aware of the importance of choosing when to speak and
what to say or not say
A PROCESS
NOISE
DECODING
SENDER ENCODING MESSAGE
MESSAGE
RECEIVER
FEEDBACK
NOT A PANACEA
• Synonyms for panacea: cure, solutions, answer,
remedy
• Communicate To satisfy many of our needs
• Create relationships
• Not all problems can be solved by talk
1.4 IMPORTANCE OF COMMUNICATION IN BUSINESS
a. Exchanging information
b. Preparing and execution of plans
c. Increasing employee’s efficiency
d. Achieving goals
e. Solving problems
f. Making decisions
g. Improving industrial relation
h. Publicity of goods and services
Exchanging
Information
Transmitting thoughts and ideas between two or more
parties.
To improve performance in business.
Good business communication is a must to meet the
demands of the business environment.
Preparing &
Execution of Plans
Preparing
Communication helps in preparing organizational plans and policies.
Execution
For timely implementation of plans and policies.
Increasing Employee’s
Efficiency
Match tasks to skills.
Give each other feedback
Train and develop employees
Achieving
Goals
Helps employees to be more conscious and attentive.
Ensures timely accomplished of job.
Ensures easy achievement of goals.
Solving problems
• Disagreements can arise
among committee
members
• Good communication
skills can help the group
find solution
Making decisions
• Decisions is not made by
one person.
• More model can bring
more context
Improving industrial relation
• To increase overall productivity, reduce workplace conflict
and raise staff morale.
Publicity of goods and services
• Publicity involves
conveying information
and generating awareness
about product and services
to the general or target
audiences through various
media.
