Business Communication BCB456D

MODULE 1

Lecture No:1

INTRODUCTION
The word “communication” derived from the Latin word ‘communicare’ that
means to impart, to participate, to share or to make common. It is a process of
exchange of facts, ideas, opinions and as a means that individual or organization
share meaning and understanding with one another.
It is the ability of mankind to communicate across barriers and beyond
boundaries that has ushered the progress of mankind. It is the ability of fostering
speedy and effective communication around the world that has shrunk the world
and made ‘globalization’ a reality. Communication had a vital role to play in
ensuring that people belonging to a particular country or a culture or linguistic
group interact with and relate to people belonging to other countries or culture or
linguistic group. Communication adds meaning to human life. It helps to build
relationship and fosters love and understanding. It enriches our knowledge of the
universe and makes living worthwhile.

ROLE OF COMMUNICATION IN BUSINESS

The term business communication is used for all messages that we send and receive
for official purpose like running a business, managing an organization, conducting
the formal affairs of a voluntary organization and so on. Business communication is
marked by formality as against personal and social communication.
The success of any business to a large extent depends on efficient and effective
communication. It takes place among business entities, in market and market
places, within organizations and between various group of employees, owners and
employees, buyers and sellers, service providers and customers, sales persons and
prospects and also between people within the organization and the press persons.
All such communication impacts business
Communication is the life blood of any organization and its main purpose is to
effect change to influence action. In any organization the main problem is of
maintaining effective communication process. The management problem
generally results in poor communication. Serious mistakes are made because
orders are misunderstood. The basic problem in communication is that the
meaning which is actually understood may not be what the other intended to send.
It must be realised that the speaker and the listener are two separate individuals
having their own limitations and number of things may happen to distort the
message that pass between them.
When people within the organization communicate with each other, it is internal
communication. They do so to work as a team and realise the common goals. It
could be official or unofficial. Modes of internal communication include face-to-
face and written communication. Memos, reports, office order, circular, fax, video
conferencing, meeting etc. are the examples of internal communication.
When people in the organization communicate with anyone outside the
organization it is called external communication. These people may be clients or
customers, dealers or distributors, media, government, general public etc. are the
examples of external communication.

• Communication is the life blood of the business. No business can develop in the
absence of effective communication system.
• Communication is the mortar that holds an organization together, whatever its
business or its size.
• When people within the organization communicate with each other, it is internal
communi cation and when people in the organization communicate with anyone
outside the organization it is called external communication.
• Ability to work well in teams, to manage your subordinates and your relationship with
seniors, customers and colleagues depends on your communication skill.

DEFINITIONS OF COMMUNICATION

Communication may be defined as interchange of thought or information

between two or more persons to bring about mutual understanding and desired
action. It is the information exchange by words or symbols. It is the exchange of
facts, ideas and viewpoints which bring about commonness of interest, purpose and
efforts.
American Management Association defines, ‘Communication is any behaviour
that results in an exchange of meaning’.
Peter Little defines communication as, ‘Communication is the process by
which information is transmitted between individuals and/or organizations so that
an understanding response result’.
Newman and Summer Jr. state that, ‘Communication is an exchange of facts,
ideas, opinions or emotions by two or more persons’.
According to Keith Davis, ‘The process of passing the information and
understanding from one person to another. It is essentially a bridge of meaning
between the people. By using the bridge a person can safely across the river of
misunderstanding’.
Louis A. Allen defines, ‘Communication is the sum total of all the things that a
person does, when he wants to create an understanding in the mind of another. It
involves a systematic and continuous process of telling, listening and
understanding’.

PURPOSE OF COMMUNICATION
1. For instruction: The instructive function unvarying and importantly
deals with the commanding nature. It is more or less of directive nature.
Under this, the communicator transmits with necessary directives and
guidance to the next level, so as to enable them to accomplish his
particular tasks. In this, instructions basically flow from top to the lower
level.
2. For integration: It is consolidated function under which integration of
activities is endeavoured. The integration function of communication
mainly involves to bring about inter-relationship among the various
functions of the business organization. It helps in the unification of
different management functions.
3. For information: The purposes or function of communication in an
organization is to inform the individual or group about the particular task or
company policies and procedures etc. Top management informs policies to
the lower level through the middle level. In turn, the lower level informs
the top level the reaction through the middle level. Information can flow
vertically, horizontally and diagonally across the organization. Becoming
informed or inform others is the main purpose of communication.
4. For evaluation: Examination of activities to form an idea or judgement
of the worth of task is achieved through communication. Communication is
a tool to appraise the individual or team, their contribution to the
organization. Evaluating one’s own inputs or other’s outputs or some
ideological scheme demands an adequate and effective communication
process.
5. For direction: Communication is necessary to issue directions by the top
management or manager to the lower level. Employee can perform better
when he is directed by his senior. Directing others may be communicated
either orally or in writing. An order may be common order, request order
or implied order.
6. For teaching: The importance of personal safety on the job has been
greatly recognized. A complete communication process is required to
teach and educate workers about personal safety on the jobs. This
communication helps the workers to avert accidents, risk etc. and avoid
cost, procedures etc.
7. For influencing: A complete communication process is necessary in
influencing others or being influenced. The individual having potential to
influence others can easily persuade others. It implies the provision of
feedback which tells the effect of communication.
8. For image building: A business enterprise cannot isolate from the rest of
 the society. There is interrelationship and interdependence between the
society and an enterprise operating in the society. Goodwill and
confidence are necessarily created among the public. It can be done by the
communication with the different media, which has to project the image of
the firm in the society. Through an effective external communication
system, an enterprise has to inform the society about its goals, activities,
progress and social responsibility.
9. For employees orientation: When a new employee enter into the
organization at that time he or she will be unknown to the organization
programs, policies, culture etc. Communication helps to make people
acquainted with the co-employees, superior and with the policies,
objectives, rules and regulations of the organization.
10. Other: Effective decision-making is possible when required and
adequate information is supplied to the decision-maker. Effective
communication helps the process of decision- making. In general,
everyone in the organization has to provide with necessary information so
as to enable to discharge tasks effectively and efficiently.

THE COMMUNICATION SITUATION

The communication situation is said to exist when
• There is a person (sender/transmitter) who wants to pass some information;
 • There is another person (receiver) to whom the information is to be passed
on;
• The receiver partly or wholly understands the message or information
passed on to him;
• The receiver responds to the message or gives feedback.
These four components are essential for communication.
THE COMMUNICATION PROCESS/CYCLE
The transmission of sender’s ideas to the receiver and the receiver’s feedback or
reaction to the sender constitute the communication cycle. The process of
communication begins when one person (the sender) wants to transmit a fact,
idea, opinion or other information to someone else (the receiver). This facts, idea
or opinion has meaning to the sender. The next step is translating or converting
the message into a language which reflects the idea. That is the message must be
encoded. The encoding process is influenced by content of the message, the
familiarity of sender and receiver and other situation of factors.
After the message has been encoded, it is transmitted through the appropriate
channel or medium. Common channel in organization includes meetings, reports,
memorandums, letters, e-mail, fax and telephone calls. When the message is
received, it is decoded, by the receiver and gives feedback to the sender as the
conformation about the particular message has been carefully understand or not.

ELEMENTS OF COMMUNICATION
The process of communication involves the following elements:
1. Sender or transmitter: The person who desires to convey the message is
known as sender. Sender initiates the message and changes the behaviour
of the receiver.
2. Message: It is a subject matter of any communication. It may involve any
fact, idea, opinion or information. It must exist in the mind of the sender if
communication is to take place.
3. Encoding: The communicator of the information organises his idea into
series of symbols (words, signs, etc.) which, he feels will communicate to
the intended receiver or receivers.

4. Communication channel: The sender has to select the channel for

sending the information. Communication channel is the media through
which the message passes. It is the link that connects the sender and the
receiver.
 5. Receiver: The person who receives the message is called receiver or
receiver is the person to whom the particular message is sent by the
transmitter. The communication process is incomplete without the
existence of receiver of the message. It is a receiver who receives and tries
to understand the message.

Sender Message Encoding Channel Receiver

Decoding

Feedback

Brain drain

The Communication Process

6. Decoding: Decoding is the process of interpretation of an encoded

message into the understandable meaning. Decoding helps the receiver to
drive meaning from the message.
7. Feedback: Communication is an exchange process. For the exchange to
be complete the information must go back to whom from where it started
(or sender), so that he can know the reaction of the receiver. The reaction
or response of the receiver is known as feedback.
8. Brain drain: On whole process there is a possibility of
misunderstandings at any level and is called brain drain. It may arise on
sender side if they do not choose the adequate medium for delivery of
message, by using default channel and it may also arise when receiver
does not properly decode the message. In other words, we can say that it is
breakdown of cycle at any level.

Summary

Communication, derived from the Latin word "communicate," is the exchange of facts,
ideas, and opinions to share meaning and understanding. It is essential for the progress of
humanity and globalization, fostering relationships, knowledge, and understanding. In
business, communication is critical for effective operation and success, involving internal
and external exchanges to achieve common goals and maintain organizational cohesion. The
communication process involves a sender, message, encoding, channel, receiver, decoding,
feedback, and the potential for misunderstandings. Effective communication serves various
purposes, including instruction, integration, information, evaluation, direction, teaching,
influencing, image building, and employee orientation.
Review Questions
1. Why is communication important for the progress of humanity and globalization?
2. What distinguishes business communication from personal and social
communication?
3. Name two types of internal communication within an organization
4. What is the role of feedback in the communication process?

5. What can cause misunderstandings in the communication process?

Lecture No:2

COMMUNICATION AND ORGANIZATION STRUCTURE

FORMS OF COMMUNICATION
Communication is divided into external and internal communication. External
communications are those communications which are occurring outside the
organization like communication with other companies, with government, general
public etc. Internal communications are those which are inside the organization.
Internal communications are further divided into two parts, formal or official and
informal.
• Formal: Formal communication flows along prescribed channels which
all members desirous of communicating with one another are obliged to
follow.
• Informal: Along with the formal channel of communication every
organization has an equally effective channel of communication that is
the informal channel often called grapevine, because it runs in all
directions—Horizontal, Vertical, Diagonal. It flows around water cooler,
down hallways, through lunch rooms and wherever people get together in
groups.

Formal Communication

ADVANTAGES
1. It passes through line and authority and consequently ensures the
maintenance of authority as well as accountability of the executives’ in-
charge.
2. It helps to develop intimate relations between immediate boss and his
subordinates.
3. It keeps uniformity in the dissemination of information.
4. It flows systematically and the information is trustworthy.
5. Source of information is known which creates harmony amongst the
employees.
 Forms of Communications

DISADVANTAGES
1. Increases the workload of various managers as communication is to be
transmitted through them.
2. Widens the communication gap between the executives and employees at
the lower level.
3. It is time consuming because it follows the scalar chain of authority. The
communication flows from one authority level to another and it takes too
much time.
Downward communication
When the communication flows from higher level to lower level, it is called
downward communication. Order, individual instructions, policy statements,
circulars etc. fall under downward communication.

BENEFITS
1. Helps to explain to subordinates the organizational plans, policies program
and procedures, work methodology etc. necessary information for
performing the job.
2. Helps to convey to the subordinates the expectations of management from
them.
3. Acts as a mean to control the activities of the subordinates with active
feedback.
4. Provides motivation to the subordinates.
PROBLEMS
1. Sometimes the message may be distorted in the transmission from one level
to another level.
2. If a particular authority is not present on the time of passing information
it may leads to delay in transmission of the message.
3. Sometimes when the workload is unevenly distributed among the employees
it creates over- load or unload of work which causes dissatisfaction
among the employees.
How to make effective
1. Managers should be adequately informed.
2. Managers should be clear about how much to communicate.
3. Some authority should delegate to lower levels to shorten the line of
communication.
4. Information should be passed on to the correct person.
Upward communication

This communication flows the message from subordinates to superiors. It is reverse

of the downward communication or communication flows from lower level to
upper level.

BENEFITS
1. Provides feedback to the superiors.
2. Introduction of new schemes without unduly opposition from the employees.
3. Helps in to promote harmony between the management and the employees.
4. Problems and grievances are redressed.
PROBLEMS
1. Employees fear that their criticism may be interpreted as a sign of their
personal weakness.
2. Bypassed superiors feel insulted which leads differences between the
relationship of the superiors and employees.
3. Great possibility of message distortion.
Methods/Channels of upward communication
1. Subordinates tell their problem and through discussion find out the solution
for a particular problem with the help of superiors.
2. If employees having any complaint and suggestion about working
environment, policy and procedure, peer group etc., then they write to
management without giving identification of themselves and drop into the
box. And the management frequently checks these grip boxes and find out
the solution of problem.
 3. It is very effective method of upward communication. Organization
celebrates their anniversary, arrange sports meets for their employees,
doing some kind of social welfare activities like plantation, providing food
for flood affected areas etc. are the mode of social gathering where
superiors and subordinates are at the same platform and share their
emotions, feeling and thought more comfortably.
4. It is just opposite to grip box system. Here, identification of employee is
not hidden. Any employee can write directly to the higher level about the
problem which he/she had.
5. It emphasizes in the psychological aspect of human being. A superior act as
counselor and he counsels the problem facing employees. Counseling does
not mean that treating only problem facing employees but also for the better
prospect or how employees do better in their workplace.
How to make effective
1. Superior should take initiative to get close to the subordinate staff.
2. Keeping the line of communication short as much as possible.
3. Timely redress the grievances of the employees.

Horizontal/Lateral communication
This communication flows between persons at the same hierarchy level either of
the same or other department or division of the organization.

Horizontal/Lateral Communication
BENIFITS
1. It develops mutual trust and confidence amongst employees of same
level which help in maintaining or promote understanding between similar
position holders of different depart ments.
2. If employees at similar position communicate to each other for a given task
it will create or develop the feeling of co-ordination among various
departments.
PROBLEMS
1. Sometimes it creates rivalry among employees of various departments.
2. Proximity shows the liking and disliking of an employee who is near by
another in respect of space. Like in any organization HR department and
Marketing department are near to each other then Manufacturing
department. So proximity exists between HR and Marketing department
and they favour each other as compared to Manufacturing department.
3. Biasing shows the liking and disliking of an employee due to religion,
caste, family back- ground, personality etc.
Methods of horizontal communication
1. Face-to-face discussion: When individual communicate directly to
another. Face-to-face communication minimises the problem of
misinterpretation and quick feedback makes the communication more
effectively.
2. Telephonic conversation: When the employees are busy with their
work or they are sited far from each other then telephonic conversation
become more relevant against face to face conversation. It saves time but
sometimes congestion or disturbance and any other obstacles create delay
and distort the message.
3. Periodical meeting: Periodical meeting means meeting between
employees on weekly, monthly, quarterly, annually basis where all the
members are assembled and discuss on pre- determined issues.
4. Memorandum: Memorandum is a written form of communication
which transmits between different departments in the same organisation.
It is also called inter office letter.
Consensus
When a number of people irrespective of their status, sit down and confer with one
another to arrive at a decision acceptable to all, it is called consensus. The format of
these communications is predetermined and cannot be altered.
Consensus involves consultation
1. Chief executive takes up the problem and analysis it to understand.
2. Collect additional facts and information.
3. Try to find out various means to solve it.
4. Find alternatives.
5. He contacts the members individually or invites them to a meeting.
 [Link] is spelled out to the members.
7. To carefully listen all members view.
8. Arrived at solution.
ADVANTAGES
1. Decisions are taken after consultation among various members; they find
it easy to accept them.
2. It promotes harmony among the members of the group. If any conflict
and split exits between members it will be carefully find out and try to
solve it.
DISADVANTAGES
1. Member is forced to subscribe to a view he doesn’t hold.
2. Sometimes it may project the false image of management because
members think that management may not be able to handle their problem
efficiently.
Grapevine/Informal Communication
Factor responsible for the grapevine phenomenon
1. Feeling of certainty or lack of direction when the organization is passing
through a difficult period.
2. Feeling of inadequacy or lack of self confidence on the part of employee,
leading to the formation of gaps.
3. Formation of a clique or favoured group by the managers, giving other
employees a feeling of insecurity or isolation.
Forms of grapevine communication
1. Single chain: In this type of chain ‘A’ tells something to ‘B’ who tells it
to ‘C’ and so on it goes down the line. This type of communication flows
from one person to another person through single chain or communication
flows one by one. When ‘A’ tells something to ‘B’ who tells it to ‘C’ and so
on. One interesting fact comes out from this type of communication that
when one person passes certain information to other and they treat the
message as confidential or secret which further communicated by another
with same feeling of confi- dentiality and secrecy.

Fig: Single Chain

2. Star chain: In this type of chain person speaks out and tells everyone the
information he/ she has obtained. This chain is often used when
information or a message regarding an interesting but non job related
nature is being conveyed. Sometimes it also called gossip chain.
 Fig: Star Chain
3. Cluster chain: In this type of chain ‘A’ tells something to a few selected
individuals who again inform a few selected individuals. And the
information flows in similar manner to other individual.

Fig. : Cluster Chain

4. Probability chain: The probability chain is a random process in which a
transmission of the information to other in accordance with the laws of
probability and then these tell still others in a similar manner. The chain
may also be called random.

Fig.: Probability Chain

MERITS
Under grapevine message travel or transmitted faster than any other form of
communica tion because group formation is based on individual’s own liking and
disliking.
1. It supports other channels of communication.
2. Feedbacks are quickly comes out from this type of communication.
3. When an individual communicates with other individual through
grapevine it will develop the cohesiveness and maintain or promote
harmony between members of group.
4. By using grapevine communication, employees feel emotional relief.
Because they can communicate with other without the feeling of
inadequacy and without threat of higher authority.
DEMERITS
1. There is a great possibility of distortion of message between members of
group.
2. Transmission of message depends upon willingness of sender and what
method they used in grapevine which causes sometimes transmission of
incomplete information.
How to make effective
1. The managers should try to spot the leaders. So the harmful rumours do
not reach the employees.
2. Involve the workers in the decision making process.
3. The management should immediately use the official channels to contradict
the rumours.
Verbal communication
Verbal communication is when we communicate our message verbally to
whoever is receiving the message. It is of two types oral and written which had
their own advantages and disadvantages.
Oral communication: Oral communication is the communication where the
message or information exchanges by spoken words. It can be done by both face
to face and also through mechanical devices.
Written communication: Written communication is the communication
where the message or information exchanges by written words. Letter, telegraph,
fax, e-mail are examples of written communication. Written communication
guarantees that everyone concerned has the same information. It provides a long-
lasting record of communication for future. Written instructions are essential
when the action called for is crucial and complex. To be effectual, written
communication should be understandable, brief, truthful and comprehensive. Non-
verbal communication
Non-verbal communication is usually understood as the process of communication
through sending and receiving wordless messages. Such messages can be
communicated through gesture; body language or posture; facial expression and eye
contact; object communication such as clothing, hair styles or even architecture;
symbols and infographics. Speech may also contain non-verbal elements known as
paralanguage, including voice quality, emotion and speaking style, as well as
prosodic features such as rhythm, intonation and stress. Likewise, written texts have
non-verbal elements such as handwriting style, spatial arrangement of words, or the
use of emotions.

BARRIERS OF COMMUNICATION
1. Wrong Choice of Medium
Each communication must be transmitted through an appropriate medium. An
unsuitable medium is one of the biggest barriers to communication.
Examples: When communication takes place in big organisation and
departments or division are far from each other. If any manager wants to
communicate with others for confidential matter than they opt written
communication as compared to other medium of communication. So, it is
required that medium should be accurate and if wrong or unsuitable medium is
selected than it leads to the biggest barrier to communication.

2. Physical Barriers

• Noise—In factory, oral communication is rendered difficult by the loud

noise of machines.
• Electronic noise interferes in communication by telephone or loud speaker
system.
• The word noise is also used to refer to all kind of physical interference like
illegible hand writing, bad photo-copies etc.
• Time and distance.
— Congestion in telephone and network facilities.
— People working in different shifts.
— Faulty seating arrangement in a hall.
3. Semantic Barriers
• Interpretation of words
A person interprets same word in a different meaning and this will cause
barrier between the communications.
Bypassed instructions
Bypassing is said to have occurred if the sender and the receiver of the
message attribute different meanings to the same word or use different
words for the same meaning.
“Take it to be our stockroom and burn it”
In official language burn it means to make more copies of the same
document.
• Denotation & Connotations
Words have two types of meanings denotative and connotative.
Denotative—The literal meaning of a word is called its
 denotative meaning. It must inform and names objects without
indicating any positive or negative. Connotative—It allows
qualitative judgments and personal reactions.
Like—Honest, cheap, sincere etc.
Ex:—“He gave us cheap material”.
“At this shop, they sell things cheap”.
First one is favorable connotation and second is unfavorable.
To avoid this problem (By passed instruction and connotative meaning
of words) the followings can be used:
❖ Prefer words which are familiar to the receiver.
❖ If words are unfamiliar to the receiver, we should make meanings clear
the very first time we use it.
❖ We should choose words with positive rather than negative connotation.
4. Socio-Psychological Barriers
• Attitude and opinions
The information which agrees with opinion and attribute of the individual is
favorable for that particular individual.
• Emotions
It plays an important role in the act of communication.
If the sender is perplexed, worried, excited, afraid, nervous then he will
not be able to organize his message properly.
• Closed Mind
A person with a closed mind is very difficult to communicate with. We
hold our opinion so rigidly that we just refuse to listen.
• Status-consciousness
We are over-conscious of our lower or higher rank and do not expres s
ourselves candidly.
• The source of information.
We react according to the trust we repose in the source from which the
communication originates.
Faulty transmission
Most of part in the message is lost in transmission.
(In oral communication, something in the order of 30% of the information is
lost in each transmission.)
• Poor retention
Oral message in particular are lost due to poor human retention
ability. (Employees retain only about 50%)
 Barriers of Communication

Barriers of Communication

PRINCIPLES OF EFFECTIVE COMMUNICATION

It is very difficult to suggest a comprehensive list of vital features of system of
communication. It will depend on the specific needs of the situation. The following
guidelines or principles may be followed to achieve effective communication:
1. Clarity of message: The basic principle in communication is clarity. The
message must be as clear as possible. No vagueness should creep into it.
The message can be conveyed properly only if it is clearly formulated in
the mind of the both sender and receiver.
2. Speed: A good system of communication must ensure a speedy
transmission of message. The time taken to transmit a message to its
destination and speed of the communication system should be considered
on the basis of the urgency of communicating the message. If message not
delivered at time it create problem for organization.
3. Two-way process: Communication is the two-way process that provides
feedback to the sender from the receiver. Feedback refers to transmission
of information concerning the effect of any act of communication.
4. Reliability: Communication starts on the basis of belief. This
atmosphere is built by performance on the part of the expert. The receiver
must have confidence in the sender. He must have a high regard for the
source’s competence on the subject.
 5. Completeness: Every Communication must be complete as adequate.
Incomplete messages create misunderstanding, keep the receiver guessing
and delay action.
6. Content: The message must be meaningful for the receiver, and it must be
compatible with his value system. It must have significance for him. In
general, people select those items or information which promises them the
greatest rewards. The content determines the response of the audience.
7. Accuracy: The communication medium should ensure accuracy in the
transmission of messages. Whatever medium chooses by the sender
should be accurate for that particular kind of information which they want
to send.
8. Capability: Communication must take into account the capability of the
audience. Communications are most effective when they required the
least effort on the part of the recipients. This includes factors like reading
ability and receiver knowledge.
9. Economy: The communication system should be as much economical as
possible. But efficiency of the system should not be sacrificed to achieve
economy.
10. Secrecy: The communication system should ensure secrecy and there
should be no leakage of information. It becomes more essential when
messages are of confidential nature.

Summary
Communication, essential for organizational success, is divided into external and internal
types. External communication involves interactions outside the organization, while
internal communication, further divided into formal and informal channels, occurs within.
Formal communication follows prescribed paths, ensuring authority and accountability,
while informal communication, or the grapevine, flows freely among employees. Effective
communication must be clear, timely, two-way, reliable, and accurate, while considering
the audience's capabilities and maintaining confidentiality. Addressing barriers like wrong
medium choice, physical and semantic obstacles, and socio-psychological factors is crucial
for maintaining efficient communication.

Review Questions
1. What are the two types of internal communication?
2. List two advantages of formal communication.
3. What is grapevine communication, and why is it called that?
4. What is downward communication? Give two benefits of it.
5. What is the purpose of consensus in communication?
6. Name two physical barriers to communication.
7. What is meant by 'semantic barriers' in communication?
Lecture No:3

GATEWAYS TO EFFECTIVE COMMUNICATION

Developing and maintaining a system of communication is the key job of any
manager. The characteristics of a good communication system are discussed below:
1. Two-way channel: In communication, two parties are involved, namely,
the sender or transmitter, and the receiver of the message. An effective
communication demands two-way communication. It should be vertical,
downward and upward. Therefore, a manager should thus not only to inform,
instruct and order but should also be prepared to listen, understand and
interprets.
2. Clarity of message: Clarity of facts, ideas, opinion in the mind of
communicator should be clear before communicating. According to
Koontz and Donnell, “A communication possesses clarity when it is
expressed in a language and transmitted in a way that can be
comprehended by the receiver.”
3. Mutual trust: A communication system may be considered excellent
when mutual trust or understanding exists between sender and the receiver of
the message. Existence of healthy interpersonal relation between the seniors
and their subordinates is also an indicator of an adequate system of
communication in any department or organization.
4. Timely message: Considerable attention should be given to the
timeliness of communication. Old information is worse than none at all.
5. Consistency of message: Consistency can be achieved if the
communicator keeps in his mind the objective, policies and program of the
enterprise. It should not be conflicting with the previous communications,
otherwise, it would create confusion and anarchy in the organization.
6. Good relations: The mode of communication should be chosen in such a
manner that it does not hurt the feelings of the receiver. It should create
proper understanding in their minds of the receiver which leads to develop
and maintain the good relationship among the receiver and the sender.
7. Feedback: Feedback provides proper understanding of the message to
the receiver. It helpful in making a two-way communication process. The
sender must try to ascertain whether or not receiver properly understood
the message.
8. Flexibility: The communication system should be flexible enough to
adjust to the changing requirements. It should absorb new techniques of
communication with little resistance.
 SEVEN C’s OF COMMUNICATION
Seven C’s of Written Communication
1. Clarity
Clarity of thought: It comes from a careful consideration of the objective,
content and medium of communication.
Clarity of Expression:
1. Use simple word, easy to understand words:
Avoid them Use them
Compensate Pay
Facilitate Help
Utilise Use
2. Use Single words for long phrases:
Long Phrases Single Words
At all times Always
For the purpose of For
Previous to Before
On account of Because
3. Use verbs for nouns (its brings about simplicity and clarity):
Using Nouns Using Verbs
(Difficult) (Simple)
Come to a conclusion Conclude
Make a decision Decide
Submit a proposal Propose
Take into consideration Consider
4. Avoid double entry
Double entry Simple
Actual fact Fact
End result Result
Period of one week One week
Previous experience Experience
5. Avoid ambiguity: If your message can mean more than one ambiguous.
Faulty punctuation causes the ambiguity.
Go. slow work in
progress .
Go slow. work in
progress
6. Use short sentences: Use one sentence to express only one idea. If a
sentence runs beyond 30 words, it is better to break it up into two
sentences.
2. Completeness
While answering a letter or in communication with other make it sure
that you have answered the all question.
Checking for the five w’s questions.
• Who
• What
• When
• Where
• Why
3. Conciseness
• Include only relevant facts
• Avoid repetition
• Organise your message well.

4. Consideration

5. Courtesy
In business we must create friendliness with all those to whom we write.
Friendliness is inseparable from courtesy.
• Answer the letters promptly.
• Omit irritating expressions.
(You neglected, you irresponsible, you are unaware).
• Apologise sincerely for an omission/thank enormously for a favour.
6. Correctness
• Give correct facts.
• Send your message at the correct time.
• Send your message in the correct style.
7. Concreteness
• Always use specific fact and figures.
• Message should be definite and vivid.
• Avoid exaggeration.
 7 C’s of Written Communication

Seven Cs of Oral Communication

According to Francis J. Bergin, a person engaged in oral communication must
remember seven Cs. And these are as follows:
1. Clear: An oral communication become effective when the message is clear
for the audience or receiver as the sender wants to convey. Oral messages
are often misunderstood because the speaker does not talk distinctly. So,
for this purpose clear pronunciation is very much required. To minimize
this kind of problem a speaker tries to workout on different, lengthy and
unusual words for clear pronunciation.
2. Concise: Many people enjoy while talking and sometimes oral
communication suffers from the problem of over communication. But when
the speaker keeps on talking for long, his/her message will be distracted. So
it will be advisable to speakers to try to keep the message as brief as
possible without changing the real message.
3. Complete: Like written communication in oral communication also,
completeness required. While communicating with other makes it sure
that you have paid attention on below questions. Checking for the five
w’s questions.
• Who
• What
• When
• Where
• Why
4. Correct: In oral communication correctness means the source of
information or from where you get information is right or trustworthy
source. Because if your source of information is correct than the others
generate faith on the speakers and listen them carefully.
5. Concrete: For making oral communication effectively speakers should use
specific fact and ideas and also avoid exaggerating of any information. They
try to choose appropriate words which are not affecting a particular
individual, society, culture or nation.
6. Courtesy: Courtesy involves you-attitude. Use polite words for oral
 communication. Tries to avoid irritating expression, sincerely apologies
for any mistake, do not use any discriminatory expressions which are
related to individual people, race, ethics, origin, physical appearance etc.
7. Candid: When the speaker chooses the candid approaches, its mean
that their message should be straight, open, frank, outspoken. But not
hurting particular individual.

Summary
Effective communication involves a two-way channel, clarity of message, mutual
trust, and timely feedback. The seven C's of written communication emphasize
clarity, completeness, conciseness, consideration, courtesy, correctness, and
concreteness. Similarly, the seven C's of oral communication focus on being
clear, concise, complete, correct, concrete, courteous, and candid. These
principles ensure that messages are understood and interpreted accurately,
fostering better relationships and efficient communication within organizations.

Review Questions

1. What are the key components of a two-way communication channel, and why are
they important for effective communication?
2. Why is clarity of the message crucial in communication, and how can it be
achieved?
3. What are the seven C's of written communication?
4. Why is completeness important in communication, and what are the five W's to
check for completeness?
5. Why is clear pronunciation important in oral communication, and how can a
speaker improve it?
Question Bank
1. What are the different forms of communication? Write detailed notes on the
importance, advantage and limitation of any two of them.
2. Define formal communication. Discuss its merits and demerits also.
3. What are the different types of formal communication? Briefly explain any two of
them.
4. What are the merits and demerits of consensus?
5. Write a short note on informal communication.
6. What are the different forms of grapevine? Explain with examples.
7. Write notes on:
(i) Downward communication
(ii) Upward communication
(iii)Horizontal communication
(iv) Consensus
(v) Grapevine
8. Discuss the importance of informal communication in business organization.
9. Write explanatory notes on formal communication channel in business organization.
10. Distinguish between the upward and downward communication with examples.
11. What are the barriers to effective communication in an organization?
12. Discuss the semantic barriers to effective communication and how it will be
overcome.
13. What are the different socio-psychological barriers to communication?
14. Explain how the wrong choice of a medium acts as a barrier to effective
communication.
15. What physical factors cause barrier to communication
16. Explain the general principles of effective communication
17. Discuss the gateway of effective communication.
18. Explain the seven Cs of written communication