Module 1

Introduction to Business Communication

Introduction: Communication in Business - Importance of Communication- Effective
business- Communication - formal and Informal communications-
Non-Verbal communications- Grapevine communication at workplace -using technology to
improve business communication- Communicating in Teams-Interpersonal skills- -
Importance of Feedback – Positive and negative feedback Practicing effective feedback,
Cross- cultural communication challenges in a global field.
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Introduction
Communication is the Art of Transmitting Information, Ideas and Attitudes from one Person to
Another. Communication is the Process of Meaningful Interaction Among Human Beings
Communication is a process that keeps the flow of messages from one to one, from one to
many, many to one, or many to many. It acts as the vein that carries information and keeps all
the systems in functioning condition. It acts as the trigger for the functioning of human as well
as machinery. Communication is an irresistible and continuous process and happens even when
a person is not willing to communicate.
The word Communication is derived from the Latin word “Communicare” which means to
share. No living being in the universe can be alive without communication.
Meaning & Definition of Communication
Communication is a complex process often involving reading, writing, speaking and listening.
It may be verbal and non-verbal (or a mixture of both), and it uses a variety of media (language,
mass media, digital technology, etc.). Broadly speaking, communication is a transfer and
reconstruction of information. More specifically, we may define communication as the
transmission and reception of ideas, feelings and attitudes – verbal and non-verbal – that
produce a response.

• “Communication is an exchange of facts, ideas, opinions or emotions by two or more

persons” -- W. H. Newman & C. F. Gummer.
• “Communication may be broadly defined as the process of meaningful, interaction
among human beings. More especially, it is the process by meanings are perceived and
understanding is reached among human beings” -- D.E. Mcmefarland.
• Communication is any behaviour that results in an exchange of meaning -- The
American Management Association.
• “Communication is something so simple and difficult that we can never put it in simple
words” -- T.S. Mathews.
• “Communication is the process of passing information and understanding from one
person to another… It is the process of imparting ideas and making oneself understood
by other”. -- Theo Haimann.

The Process of Communication.

Communication begins with an impulse (or motivation) to pass on a message made up of bits
of information. In the process of encoding, units of information are selected and organized for
transmission. Input is the sum of experiences that build up in the human brain or computer.
Output is the encoded message transmitted by the information source (an individual person
or group of people).
The interpretation of the message is referred to as decoding. Feedback is the response, or
message that the recipient (decoder) returns to the sender (encoder).
Dynamic Process

The following tabular column illustrates communication as a Dynamic Process.

Stage one: Conceiving the Message.

The sender first of all decides to send the message. There is a possibility of the message being
sent involuntarily or on a sudden impulse.

Stage two: Encoding the Message

Here some code has to be used. Any human language is a code. For example the
telegraphic code. Within this human language you have the following choices to make.
Spoken word
Written word
Number
Non-verbal - like pictures, diagrams, signs and gestures.

Stage three: Selecting the Communication Medium

It is telephonic, telegraphic, wireless, postal letter, e-mail, Internet, typed letter, etc.

Stage Four: Decoding the Message

The message has to be understood exactly in the way the sender wants it to be understood.
For the sender’s code must be understood in the same way by the receiver. Here there is the
question of age, education, cultural level of the sender and receiver.

Stage Five:
The message should be understood correctly.

Stage Six: Giving Feedback

The response of the receiver according to the sender is the feedback. This gives the sure
proof that the message has been conveyed and carried out correctly.
Effective Communication.

We communicate with other people around us from the day we are born until death. Most of
our communication, however, will be ineffective if we do not understand the processes
involved and acquire special communication skills in order to enhance our effectiveness.

What is effective communication? Human communication is effective, if:

• the input (a sum of information or experiences built up in the encoder’s mind) is
translated into an encoded message in such a way that the output (encoded message
sent) most accurately represents the input (1:1 output-input ratio),
• the encoded message is easily decoded, or translated by the decoder, and an adequate (
desired, predictable, calculated) feedback (response to the encoded message) is sent
back and duly received.

Barriers to Communication: on one or both sides (encoder’s and decoder’s):

• Lack of knowledge
• Lack of interest or attention
• Lack in communication skills (language use, analytical thinking)
• Lack of charm, self-confidence, sensitivity, perceptiveness, objectiveness and patience;
tense,
• uneasy personality, inflexibility
• Bias, prejudice, or preconceived ideas
• Distractions
• Competition for attention
• Differences in perception
• Attitudes
• Lack of motivation
• Physical/mental handicaps
• Stress

Communication in Business Organizations

Business organizations are established to achieve a specific purpose, such as the production of
some goods or services. Effective communication is vital for the coordinated functioning of
any organization.

There are the two main contexts in which organizational communication may be viewed:
internal and external communication.
Levels of Business Communication:
There are four levels of communication in organizations:
1. intrapersonal (communication with yourself)
2. interpersonal (communication to a superior or subordinate)
3. one to many (making a speech)
4. many to one (a committee making a presentation to company president, etc.)

Functions of Communication in a Business Organization

The major functions of communication in a business organization include communication

for
• Information - passing information between people working in the same organization
and between the organization and others
• Control - communication (written, oral, or even nonverbal) is also used as part of
management control for the planning of operations, evaluating performance, directing
and motivating staff.
• Motivation - The difficulty is for the managers to find a balance between control and
motivation and efficiency. Too much control may reduce initiative and actually lead to
 a lower productivity with less response to what the customer wants and more emphasis
on what the workers think the management wants

Principles of Business Communication

There are eleven principles of business communication:
1. Conciseness. Most business people are very busy (time is money!). The wordy letter is
usually put aside, for its very wordiness makes comprehension difficult.
2. Completeness. Your communication must contain all necessary information. Having to
request information that should have been included will probably antagonize the recipient of
the communication.
3. Courtesy.
4. Correctness. Everyone has a tendency to focus on errors. To many people, errors in spelling,
price quotations, sentence structure, and the like are a reflection of organizational inefficiency.
5. Clarity. All ambiguity should be avoided.
6. Logical Organization. It is one of the keys to all effective communication.
7. Attractiveness. All business communication should „look good‟. Appearance is also
important in face-to-face communication.
8. Natural tone. The tone of business communication should be friendly, natural, and sincere.
Hackneyed, archaic, and obsolete words, phrases and expressions should be avoided.
9. Tact. Controversial expressions that might antagonize or embarrass the “receiver” should be
avoided. At times it is necessary to convey unpleasant ideas, but the choice of words used to
accomplish that objective should permit the “receiver‟ to save face and accept the idea.
10. Positive tone. A positive tone almost invariably evokes a positive reaction. In almost every
situation, it is more desirable to make a positive statement. On rare occasions you may wish to
convey a negative idea or problem. However, you should almost always follow immediately
with an offer of a positive solution.
11. “Receiver‟ orientation. An effective communicator must be sensitive to the reactions and
anticipated responses of the “receiver(s)”.

Significances of communication system for management

Communication is one of the major skills that bring success to an individual. Communication
skill is considered as an important while assessing an individual for his/her leadership qualities,
managerial capability, interpersonal relationship skills, and as a whole in assessing the
personality of an individual.
In business, communication system makes available the needed information in every
situation for the making decisions. Communication system is helpful in eliciting actions to
accomplish organisational goals.
Communication system enables the managers to function effectively. No business can
be developed without an effective internal and external communication system.
• Bernard propounds, “Communication is the foundation for all group activities and the
first executive function is to develop and maintain a system of communication”.
• Herber G. Hicks defines, “Communication is basic to an organisation’s existence –
from birth of the organisation on through its continuing life. When communication stops,
organised activity ceases to exist”.

Significances
1. Decision Making
2. Execution
3. Motivation
4. Leadership
5. Co-ordination
6. Co-operation
7. Controlling
8. Industrial Relations
9. Consensus
Types of Communication
Downwards Communication: Highly Directive, from Senior to subordinates, to
assign duties, give instructions, to inform to offer feed
back, approval to highlight problems etc.
Upwards Communications: It is non directive in nature from down below, to give
feedback, to inform about progress/problems, seeking
approvals.
Lateral or Horizontal
Communication :Among colleagues, peers at same level for information
level for information sharing for coordination, to save time.

In modern business environment communication extends beyond written or spoken words to

listened [Link] dimension added by T.V., computers has given to new meaning to
communication.
Communication Networks
Formal Network : Virtually vertical as per chain go command within the hierarchy.
Informal Network : Free to move in any direction may skip formal chain of command. Likely
to satisfy social and emotional needs and also can facilitate task
accomplishment.

One-way, two-way communication

In one-way communication, there is no feedback. The roles of the sender and receiver are fixed
and these two people are not interdependent as in two-way communication. Since there is no
feedback from the other end, the speaker, sender has to guess it. The receiver also is on his
own since he cannot communicate. There is no room for any kind of check.
For example:
Newsreader in T.V. Military officer’s commands.

Two-way communication is direct give and take method. There is better sharing and
understanding. It takes more time. Conversation, interview and telephonic talk, etc.

Grapevine Communication
● Grapevine is an informal communication, unorganized and unofficial channel of
communication in an organization. When the formal channels fail or do not work properly
and some over-smart people spread rumors, false and irresponsible statements or
half-truths in all the directions. It is called the communication on the grapevine channel.
● Grapevine communication, information spreads very fast in all directions as this vine of
grapes spreads. Grapevine means a source of secret information. It is a kind of
horizontal communication, which takes place within a group, between persons of equal
status. Grapevine is an integral part of the communication system in an organization.
This is a highly sensitive channel as it is a great boon as well as a curse.
● The grapevine consists of a complex network of informal contacts between the workers
at all levels, wherever there are human beings, there is grapevine. It is the natural
activity of workers and denotes a basic human weakness.

Types of grapevine communication

1. The Wheel,
2. The Cluster,
3. The Chain and
4. Free Flow.
1. The Wheel
In this type of grapevine, one person is predominant. He transmits grapevine to different
persons or a group of persons. He is at the center and various lines of communication
become the stokers of the wheel. Every person in the wheel becomes the causative
factor for starting another wheel.

2. The Cluster
The cluster-like grapes, have several groups of people linked together by a cluster or
chain of communication.

3. The Chain
Chain is the most common pattern in which information passes through a series of
people linked together in the organization.

4. Free Flow
Most of the rumours or idle gossip is spread by random, free flow or haphazard networks,
which includes a number of people who are not necessarily linked by any organizational
thread.

Interpersonal skills

Success for YOU……in the new global and diverse workplace requires excellent
communication skills!

Interpersonal skills are those necessary for relating and working with others – such as verbal
and non-verbal communication, listening, giving and receiving feedback.

Howard Gardner described it as one of the multiple intelligences: “interpersonal intelligence

or the ability to be able to understand and work effectively with others”.

Being able to understand and work with others in teams or groups is another important aspect
of interpersonal skills. The focus is on facilitating teamwork, ensuring group effectiveness,
decision making, running meetings and presenting work.

Hearing Vs Listening

Hearing – Physical process, natural, passive

Listening – Physical as well as mental process, active, learned process, a skill

Value of Listening

 Listening to others is an elegant art.

 Good listening reflects courtesy and good manners.
 Listening carefully to the instructions of superiors improve competence and
performance.
 The result of poor listening skill could be disastrous in business, employment and
social relations.
 Good listening can eliminate a number of imaginary grievances of employees.
 Good listening skill can improve social relations and conversation.
 Listening is a positive activity rather than a passive or negative activity.
Listening is a process that involves several steps.
Preparation would include arranging appropriate time to listen, free of distractions.
Paying attention to the speaker to demonstrate you are actively listening
Active listening involves our focused attention and we communicate this both verbally and
non-verbally.

Essentials of Communication

Do’s
 Always think ahead about what you are going to say.
 Use simple words and phrases that are understood by every body.
 Increase your knowledge on all subjects you are required to speak.
 Speak clearly and audibly.
 Check twice with the listener whether you have been understood accurately or not
 In case of an interruption, always do a little recap of what has been already said.
 Always pay undivided attention to the speaker while listening.
 While listening, always make notes of important points.
 Always ask for clarification if you have failed to grasp other’s point of view.
 Repeat what the speaker has said to check whether you have understood accurately.

Don’ts
 Do not instantly react and mutter something in anger.
 Do not use technical terms & terminologies not understood by majority of people.
 Do not speak too fast or too slow.
 Do not speak in inaudible surroundings, as you won’t be heard.
 Do not assume that every body understands you.
 While listening do not glance here and there as it might distract the speaker.
 Do not interrupt the speaker.
 Do not jump to the conclusion that you have understood everything.

How to Improve Existing Level of COMMUNICATION

 Improve Language.
 Improve Pronunciation.
 Work on Voice Modulation.
 Work On Body Language.
 Read More
 Listen More
 Avoid Reading or Watching or Listening Unwanted Literature, Gossip, Media
Presentation Etc.
 Interact With Qualitative People.
 Improve on You Topic of Discussion,
 Practice Meditation & Good Thoughts.
 Think and Speak.
 Do Not Speak too Fast.
 Use Simple Vocabulary.
 Do Not Speak Only to Impress Someone.
 Look Presentable and Confident.

Improving Body Language - Tips

• Keep appropriate distance

• Touch only when appropriate
• Take care of your appearance
 • Be aware - people may give false cues
• Maintain eye contact
• Smile genuinely

What is Feedback? In terms of two-way oral communication:

The ability to provide constructive feedback and to use feedback received in a positive way is
an important element of effective communication.

Giving and receiving constructive feedback is useful in university for group learning
environments and clinical placements; they are also essential skills for the workplace and life.

Feedback helps people to learn more about themselves. This may help to confirm the way they
perform or function, or it may help them improve if the feedback suggests change is necessary.
This will only happen if the feedback is constructive. Providing feedback to a peer or colleague
is the ability to provide someone else with a critique about his or her work or performance.

Constructive Feedback

[Link] – Feedback should be given to help the individual. Provide positive information and
points for improvement. Offer positive before negative.
2. Directly expressed, specific and relevant – Feedback should be specific and concentrate on
particular incidents and observable behaviour; it is not about the individual as a person. It
should relate to specific things that have actually happened – performance, behaviour, and
outcomes.
3. Descriptive and not judgemental – Say what your reaction is but don’t pass judgement;
your reactions, perceptions and opinions should be presented as such, not as facts. Describe
what you have seen or heard and its impact on you, for example, “When you said . . . I felt that
. . .” and “When I read that statement my reaction was . . .”
4. Sensitive – Take account of the other person’s feelings and reactions; vary your style
according to the needs of the individual and the situation.
5. Encouraging – Emphasise the positives as well as the negatives; give praise where it is
due and be specific. If the information is negative, ensure the behaviour is under the control
of the recipient, so they are able to change or improve.
6. Focus on behaviours – Concentrate on behaviour that the individual can change. Suggest
alternative ways of behaving that allow them to consider how they might do things differently.
Make sure the person has control over the behaviours.
7. Ensure understanding is two-way – Ask questions, check reactions, and ensure your
comments have been received as you meant them. People cannot act on feedback if they don’t
understand it.
8. Timely and in context – As soon as possible after the event. If you leave it too long, its
usefulness will be lost.
9. Allow the recipient to accept or reject feedback – Give them time

Receiving and Acting on Feedback

Good feedback is meant to be of benefit. To use it constructively we need to
o Be open and receptive
o Listen carefully to what is being said
o Consider the implications – examine the value of what has been said
o Be aware of immediate reactions – don’t react instantly
o Concentrate on the content – don’t ignore comments that don’t fit with
our ideas
o Question if we don’t understand – ask for clarification
o Ask for help/suggestions/ideas, “What if I did it this way?”
o Identify key issues that require change
Challenges in Cross-Cultural Communication

• Navigating cross-cultural communication is not without challenges.

Misunderstandings, misinterpretations, and cultural faux pas can lead to strained
relationships, loss of business opportunities, and even reputational damage. Several
factors contribute to these challenges:
• Language Barriers: While English is often considered the lingua franca of international
business, nuances of language can still cause confusion and miscommunication.
• Non-Verbal Communication: Gestures, facial expressions, and body language can have
different meanings in different cultures. What might be perceived as a positive gesture
in one culture could be seen as offensive in another.
• Cultural Norms: Every culture has its own set of norms and values that shape how
individuals communicate and interact. What is considered polite and respectful in one
culture might be perceived differently in another.
• Communication Styles: Direct communication might be valued in some cultures, while
others prefer a more indirect and nuanced approach. These variations can lead to
misunderstandings if not navigated carefully.
• Contextual Understanding: The context in which messages are delivered and received
can vary significantly across cultures, leading to different interpretations of the same
information.

Case Study

The section head of customer relations office at XYZ Company has decided to send
inspirational quotes to his employees repeatedly throughout the day to keep them motivated.
He was inspired by a workshop he had attended earlier on the same theme.
To maintain good customer relations, the employees are expected to promptly respond to
customers’ queries and address their complaints through emails, phones, and social media
feeds. This could be very stressful, given that currently the number of complaints has
exponentially increased due to Covid19 situation and the closure and restrictions imposed by
the government. Muna, having a great record in meeting deadlines, has also been greatly
affected by this situation because even she is not able to keep up with increase in inquiries and
complaints made by the customers. The inbox is constantly full, the phone keeps ringing and
social media notifications keep on popping.
Muna, along with her colleagues and after consulting the section head, has decided earlier to
follow a more organized and strategic approach in finishing her work. Each hour, they will
respond to the 5 earliest emails, 5 phone calls and 10 social media feeds. The employees were
relieved by this decision because they usually receive only customers’ emails in their inboxes
and no filtration is required.
However, the manager’s new approach to motivate the employees has led them to be more
stressed than relieved. They started receiving countless inspirational emails from him
throughout the day that they had to filter through their inbox to find customers emails; this
affected their working pace. Added to that, the company couldn’t pay its internet bills as
frequently leading to slow connection with nonstop customers’ complaints for delayed
responses. Muna couldn’t bear this anymore and she blow at the weekly staff meeting threating
to resign unless the situation is alleviated.
Answer the following questions:
1. What led to communication failure in this case? Explain in details.
2. How could the section head have achieved his goal without disrupting the employees?
Give examples.
3. Are Muna and the section head emotionally intelligent people? Explain your