Business communication UNIT 1 INTRODUCTION INTRODUCTION Communication is

Business communication UNIT 1: INTRODUCTION

INTRODUCTION ü Communication is the process by which we exchange meanings, facts, ideas, opinions or emotions with other people.

DEFINITION � Communication is a process of passing information and understanding from one person to another. Keith Devis � Communication is generally defined as the activity of conveying information. Communication has been derived from the Latin word "communis", meaning to share. Wikipedia � Communication means sharing or exchange of thoughts or ideas. Oxford Dictionary defines communication as, “the transfer or conveying of meaning”.

OBJECTIVES OF COMMUNICATION STRONGER DECISION MAKING Making timely decisions requires updated information. Through effective communication, managers can collect information from different corners and can make the right decisions. ü INCREASED PRODUCTIVITY Your ability to communicate effectively increases productivity, both yours and your organization. ü

OBJECTIVES OF COMMUNICATION ü STRONG BUSINESS RELATIONSHIPS & ENHANCED PROFESSIONAL IMAGE You can shape the impressions of your companies make your colleagues, employees, supervisors, investors, and customers in addition to perceiving and responding to the needs of these stakeholders (the various groups you interact with) without effective communication, people misunderstand each other and misinterpret information. Ideas misfire or fail to gain attention of people and companies struggle.

OBJECTIVES OF COMMUNICATION CLEARER PROMOTIONAL MATERIALS Your organizations need for effective reach of company name and public promotions are based on effective promotional material such as advertisements , bill boards , online add , posters etc are all communicated for effective message delivery and meaning. ü

OBJECTIVES OF COMMUNICATION ü PROVIDE ADVICE Giving advice is based on individualoriented and work-oriented, advice should not be given to the person for pinpointing his mistakes rather it should be helpful for his improvement. Effective advice promotes understanding and it can be a two way process if the subordinate staff given freedom.

OBJECTIVES OF COMMUNICATION ü PROVIDE ORDER Order is an authoritative communication pattern and it is directive to somebody always a subordinate to do something. Orders will be written and oral orders; general and specific orders procedural and operational order, mandatory and discretionary order. Order should be clear and complete, execution should be possible and given in a friendly way.

OBJECTIVES OF COMMUNICATION ü SUGGESTION Suggestion is supposed to be very mild and subtle form of communication. Suggestions are welcomed for it is not obligatory to accept them, it can be voluntary and anonymous and submitted through suggestion boxes. TO PROVIDE COUNSELLING Counseling is given to solve employee’s mental stress and improve the Employee’s productivity. ü

OBJECTIVES OF COMMUNICATION ü PERSUASION Persuasion may be defined as an effort ‘to influence the attitudes, feelings, or beliefs of others, or to influence actions based on those attitudes, feelings, or beliefs. Persuasion can be done to others if you are convinced, you do not impose, you are not rigid are prepared to meet half-way and you can look at the situation from the other person’s angle also.

OBJECTIVES OF COMMUNICATION EDUCATION Education is a very conscious process of communication, it involves both teaching and learning which organizations provide to their employees in the form of training. Education is given for management, employees and outside public ü WARNING If the employees do not abide by the norms of the organization warning is a power communication tool and it can be general and specific. Specific warning should be administered in private and after thorough investigation. The aim of the warning should be the organization betterment ü

OBJECTIVES OF COMMUNICATION ü EXECUTION OF PLANS AND POLICIES: For timely implementation of plans and policies, managers must disseminate those in the whole organization. In order to disseminate the plans and policies to the internal and external parties, managers rely on communication.

OBJECTIVES OF COMMUNICATION ü EXCHANGING INFORMATION: Communication is mainly the exchange of information between two or more parties. Through communication, organizations exchange information with internal and external parties. Communication also brings dynamism in organizational activities and helps in attaining goals.

OBJECTIVES OF COMMUNICATION ü TO IMPROVE DISCIPLINE Finally discipline is the foremost part of any business communication. The various disciplinary codes are effectively communicated to employees through disciplinary codes.

TYPES OF COMMUNICATION 1. 2. 3. 4. There are various dimensions of communication. It can be based on use of language. Verbal and non-verbal; Oral or written based on mode of expression; Formal and informal based on relationship; Upward, downward, horizontal or diagonal based on organizational structure; Interpersonal, group or mass based on number of people involved in the process of communication.

TYPES OF COMMUNICATION People communicate with each other in a number of ways that depend upon the message and its context in which it is being sent. Choice of communication channel and your style of communicating also affect communication. So, there are varieties of type of communication. Types of communication based on the communication channels used are: v Verbal Communication v Nonverbal Communication

VERBAL COMMUNICATION � Verbal communication consists of words. It is not only oral but also written. Generally, people consider oral communication equal 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, presentations, meetings and so on. Written communication involves writing letters, emails, memos, proposals, reports and so on

VERBAL COMMUNICATION According to various surveys conducted across globe, about 80% of the time a manger in the organization spends communicating with others. And most of the communication is oral in nature. � As discussed earlier, verbal communication uses “words” or “language” for disseminating information whereas, nonverbal communication does not. For example the expression “Parking Area” is verbal, but ” is nonverbal as it is a symbol. �

ORAL COMMUNICATION � In oral communication, Spoken words are used. It includes face-to-face conversations, speech, telephonic conversation, video, radio, television, voice over internet. In oral communication, communication is influence by pitch, volume, speed and clarity of speaking.

ORAL COMMUNICATION Advantages of Oral communication are: ü It brings quick feedback. ü In a face-to-face conversation, by reading facial expression and body language one can guess whether he/she should trust what’s being said or not. Disadvantage of oral communication ü A word once uttered cannot be taken back ü Hard to control voice pitch and tone especially when stressed, excited, or angry.

WRITTEN COMMUNICATION In written communication, written signs or symbols are used to communicate. ü A written message may be printed or hand written. In written communication message can be transmitted via email, letter, report, memo etc. ü Message, in written communication, is influenced by the vocabulary & grammar used, writing style, precision and clarity of the language used. ü Written Communication is most common form of communication being used in business. So, it is considered core among business skills. ü

WRITTEN COMMUNICATION Advantage of written communication includes: ü Can be read at the receivers convenience or pleasure ü Written communications provide record for every message sent and can be saved for later study. A written message enables receiver to fully understand it and send appropriate feedback. Disadvantage of written communication includes: ü Unlike oral communication, written communication doesn’t bring instant feedback. ü It takes more time in composing a written message as compared to word-of-mouth. ü Many people do not like reading especially official or business messages.

NONVERBAL COMMUNICATION Non verbal communication accompanies the act of speaking and writing it’s a wordless message conveyed through gestures(signs), movements (action language), and pictures/clothes (object language). � Further , non verbal communication is characterized by personal space(proxemics), body language (kinesics), touch(haptics), eyes(oculesics), sense of smell (olfactics), and time(chronemics). �

NONVERBAL COMMUNICATION Body language is into two categories namely, Kinesics and Postures. ü Some scholars from the U. S have tried to develop a vocabulary of body language called kinesics. ü This is based on the supposition that body movements may also generate a vocabulary of communication, unique to each culture. ü Thus, kinesics can be studied through facial expression, gestures, eye contact, appearance, space, physical and odor. ü

NONVERBAL COMMUNICATION Facial expressions convey a lot more information than words can ever say. ü A frown on the face shows discontent, a smile shows joy, engrossed look with palm on the chin shows thinking and red face with a stern look and clipped lips under teeth conveys anger. ü These instances prove how important are facial expressions for effective communication. ü

NONVERBAL COMMUNICATION Gestures are expressions communicated through body movements especially with the help of hands, neck and shoulder. ü Curling of the fingers in and out at someone means “come here”, waving of hand means “good bye” etc… ü Gestures have different meanings in different cultures. Smile and cry are the only universal gestures that human beings across globe use to express pleasure and despair respectively. ü

NONVERBAL COMMUNICATION Eye contact is quite helpful in learning about a person. ü Looking at someone in a face-to-face discussion usually refers to looking into the eyes of person. ü The eyes along with the eyebrows, eyelids and pupils convey feelings of people. For example, raised eyebrows with dilated pupils show that the person is surprised, excited or frightened. ü

NONVERBAL COMMUNICATION Appearance includes the body structure, shape and posture. People with heads held high with a straight body posture are considered to have a good personality. ü These people are perceived as ones with great integrity, confidence and self-respect as against ones who bow their heads down or keep leaning. ü Fat and soft people, often evoke laughter as they are perceived as lazy and inactive. Tall, thin and youthful people are accepted better in the society than their fatter counterparts. ü

NONVERBAL COMMUNICATION The distance between persons conversing face-toface can be divided into intimate, personal, social and public space. ü According to Edward. T. Hall, social scientist, intimate distance is from physical contact to 18” (between close friends and relatives), personal distance is from 18” to 4’ (between colleague, peers etc…), social distance is from 4’ to 12’ (between officials of various cadres) and public distance is 12’ and above (while communicating with a large audience). ü This type of space distancing between people is called proxemics. ü

NONVERBAL COMMUNICATION Touch is also a non-verbal form of communication. This referred to as haptics. While shaking hands with a stranger, one can realize whether the person is tough, warm, gentle or playful. This can be made out through touch. � A child reciprocates well to its mother’s touch, whereas it retaliates when the touch sounds unfamiliar. Thus, touch is an integral part of communication that can help understand a person better. �

NONVERBAL COMMUNICATION Many cultures in the world have often emphasized the importance of smell (olfactics) in knowing about an individual’s personality. This is included in the non- verbal communication as odor. ü With the western corporate culture growing, people are getting used to various kinds of deodorants to hide their body smell. ü In few cultures fragrance is an important part of one’s personality like in middle-east Asian countries. In India too, women are supposed to possess sweet smell to depict their gentle nature. ü

NONVERBAL COMMUNICATION 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. ü Standing erect with straightened shoulders communicates that the person is dynamic and active. ü At the same time, a person with leaning back and drooping shoulders appears to be lazy. Similarly sitting postures also effect communication. ü These examples can be visualized in a seminar situation. If the speaker is leaning or bending, audience loses interest very easily. But if the speaker is maintaining a straight posture, the audience appears active ü

NONVERBAL COMMUNICATION Para Language ü It refers to the non-verbal elements of communication used to modify meaning and convey emotions. ü Paralanguage may be expressed cautiously & incautiously ü It includes pitch, volume, voice, tone. ü The study of paralanguage is known as paralinguistic.

NONVERBAL COMMUNICATION Audio Signsü The non-verbal communication in which the sounds are easily, recognized without verbal or visual communication. Like sirens, clarinets, flute, ambulance police jeep, train horn, etc.

NONVERBAL COMMUNICATION Visual Signsü The signs which are generally used so as to know the meaning which the sign identifies. ü The best examples Are the similes used during chatting in yahoo or other mails.

Types of Communication Based on relationship � Based on style and purpose, there are two main categories of communication and they both bears their own characteristics. � Communication types based on relationships › Formal Communication › Informal Communication

Formal Communication In formal communication, certain rules, conventions and principles are followed while communicating message. Formal communication occurs in formal and official style. Usually professional settings, corporate meetings, conferences undergoes in formal pattern. � In formal communication, use of slang and foul language is avoided and correct pronunciation is required. Authority lines are needed to be followed in formal communication. �

Informal Communication Informal communication is done using channels that are in contrast with formal communication channels. It’s just a casual talk. It is established for societal affiliations of members in an organization and face-to-face discussions. It happens among friends and family. In informal communication use of slang words, foul language is not restricted. Usually. Informal communication is done orally and using gestures. � Informal communication, unlike formal communication, doesn’t follow authority lines. In an organization, it helps in finding out staff grievances as people express more when talking informally. Informal communication helps in building relationships. �

Types of Communication based on organizational structure 1. Upward Communication üUpward communication is the flow of information from subordinates to superiors, or from employees to management. üWithout upward communication, management works in a vacuum, not knowing if the messages have been received properly, or if other problems exist in the organization. By definition, communication is a two-way affair. üYet for effective two-way organizational communication to occur, it must begin from the bottom

Types of Communication based on organizational structure � Upward Communication is a mean for the staff to: �Exchange information �Offer ideas �Express enthusiasm �Achieve job satisfaction �Provide feedback

Types of Communication based on organizational structure Downward Communication Information flowing from the top of the organizational management hierarchy and telling people in the organization what is important (mission) and what is valued (policies). � Downward communication generally provides information – which allows a subordinate to do something. � For example, instructions on how to complete a task. Downward communication comes after upward communications have been successfully established. �

Types of Communication based on organizational structure � This type of communication is needed in an organization to: �Give instructions �Transmit vital information �Encourage 2 -way discussion �Announce decisions �Seek cooperation �Provide motivation �Boost morale �Increase efficiency �Obtain feedback

Types of Communication based on organizational structure � Horizontal/Literal communication Horizontal communication normally involves coordinating information, and allows people with the same or similar rank in an organization to cooperate or collaborate. Communication among employees at the same level is crucial for the accomplishment of the assigned work.

Types of Communication based on organizational structure � Horizontal Communication is essential for: › › › Solving problems Accomplishing tasks Improving teamwork Building goodwill Boosting efficiency

Based on number of people in the conversation Communication type based on number of people involved in the process of communication. › Intra personal communication: Talking to oneself in one’s own mind. Examples are: soliloquies or asides in dramatic works: › Interpersonal communication: exchange of message between two people. E. g. : conversation s, dialogues, or interviews in which 2 person interact Letters can also be treated as inter personal communication between writer and the person to whom it is addressed.

Based on number of people in the conversation › Group communication: can be among small or large groups such as an organization, clubs, or class room, in which all individual retain their individual identities. › Mass communication: is when a message is sent to large groups of people, for eg by newspaper, radio, or television. In this process each receiver is a faceless individual with almost no opportunity or feedback.

ELEMENTS IN COMMUNICATION Media: The channels used for sending the message across to the receiver (customer) is called medium (or media; note that media is also singular). This Ad has appeared in the print media (just for the sake of knowledge, TV is an audio-visual medium, radio is an audio medium, etc. You will learn more about media in the second year). An individual member of the medium is called a vehicle. Here, India Today is the vehicle. A vehicle is the carrier of the message. Decoding: Once we receive the message, we start interpreting it. For example, when you look at the wrinkled face shown in the Ad, you realize how bad it looks. The implication is that your clothes will also look as bad if they were not wrinkle free. Likewise, there are visuals of a shirt and a pair of trouser. These immediately give you the message that the Ad is perhaps for readymade clothes. At the bottom, the message given is that the brand is available at various cities and Pantaloon Shoppes

ELEMENTS IN COMMUNICATION Sender: Someone who is sending the message to someone else. For example, in ad the brand being advertised is ‘Pantaloons’. Naturally, the maker of this brand is the sender of the advertising message. Encoding: When we address someone, we use language, visuals, body gestures, etc. to communicate. All these are called symbols. The process of putting our thought into symbolic forms is called encoding. In a following Ad, you see a face full of wrinkles. Then you read the headlines which simply say: “Wrinkle free. ” This process of communication is called encoding. Message: The symbols themselves constitute the message. Hence, the visuals, headlines body copy, tag line, brand name, logo, etc. , are all parts of the message. If you have already heard the name of ‘Pantaloons’, then the message being given to you is that are dealing with a known company.

ELEMENTS IN COMMUNICATION Receiver: A receiver is one who reads/listen hears the message of the communicator. For example, any reader of India Today who is likely to see this Ad, is the receiver of the message. It may be noted, however, that the communicator (in our example, the manufacturer of Pantaloons) is not interested in just any receiver (i. e. any reader of India Today) but only those who would be interested in using his product. Thus, if never wear trousers, then the company will not be interested in me. Response: After having read the ad, I will react to the message. My reaction (alternatively known as response) could be objective (if I accept what the sender of the message is saying) or negative (If I don’t accept the message). For example, the body copy in the Ad says: “Pantaloons presents T 2000…. ” I may get impressed by the fact that The range has T 2000 choices available! But I may also reject the claims made in the body copy in case I find them unbelievable.

ELEMENTS IN COMMUNICATION Feedback: Every communicator waits to know whether the message (a) has reached the target audience or not, and (b 0 whether it has been accepted or not. In other words, one waits for feedback from the audience. The most desirable form of feedback from the marketer’s point of view, of course, would be the purchase of the product by the customers. Thus, after this Ad is released in the media, if the sale of such trousers goes up significantly, the feedback is said to be positive. Similarly, if the company conducts a surveys and questions about the intention to buy; and customers say that they will buy the brand, again, the feedback is positive.