Bus usiines ness Com Comm munica unicati tion on Unit -I Meaning ning & objective objective of busines business s communication, unication, Forms of communication, Communication model & process, Principles of effective communication.
Meaning ning of communication unication The The wo word “c “communica ication ion” is de derive ived fro from th the Lat Latin word “communico” which which means “To “To share”. It I t is is the act of sharing ring though thought, t, opinion, opinion, and ide ideas. It is the two-way process 1. Speaker Speaker 2. Li L istener Definition “Communication is the action of conveying or exchanging information and ideas”. This is very simple definition. Objectives of communication Communication unication can be used for fol f olllowing owing object objectiives 1. Information 2. Advice 3. Order 4. Suggestion 5. Persuasion 6. Edu Educa cati tion on 7. Warning 8. Motivation 9. Counseling 10 .Mora .Moralle boos boosti ting ng 1. Information One of the important objectives of communication is passi ssing or receiving receivi ng inform information ation about about a particul particula ar fact. fact. If large groups have to be informe nformed, d, a meeting ting may be called. 2. Advice Advice is is a kind kind of informa nformation. tion. It It means opinion opinion given ven as to the action ction to be taken. Advi Advice ce shoul should d be relate related to a specific piece of work. 3.0rder Orde Order is is an authoritative thoritative comm communication. unication. It I t shoul should be clea clear and compl complete ete. Its I ts execution xecution shoul should d be possibl possible. e. 4. Suggestion Suggestion stion means proposing proposing something ething for for acceptance or rejection. Subordinates normally give suggestion. Prof Amit Kumar
[email protected] FIT Group of Institutions
5. Persuasion Prom Promoting oting a person to act act mostly ostly in in a positive positi ve way is is known as persua persuasion. sion. Persua Persuasion sion is is an im important objective of communication. 6. Edu Educa cati tion on Education involves imparting instruction, character, building, enriching mental faculties, giving training to human bei being ng etc. it aim aims the knowledg knowledge and im improving provi ng skills. 7. Warning Warning Warning is forceful forceful means of comm communication. unication. It It gi gives oral or written. Example; ple; no smoking, oki ng, beware beware of dogs, dange dangers. 8. Motivation Interest ion job job in in the minds of employee ployees is is known as as motivati otivation. on. A motivated otivated worker worker does does not need much supervision. 9. Counseling Counse ounseling is objective objective and and im impersonal, whe whereas advi advice ce is a personal touch. Counseling is almost professional, whereas advice vice is is not so. 10. 10. M oral orale boost boostiing It refers to team spiri spirit and and co-operation of people ople for a common purpose. purpose. If If the workers workers are highl highly y motivate otivated, d, morale orale is is also said to be hi high gh.. F orms orms of communicati communication on we can examine the communicati unication on process by divi dividi ding ng it into different forms of exchanging messages. •V erbal 20 •Non verbal Verbal All the messages said or written wri tten in words make part of the verbal communicati unication. on. Thi This s way, way, all all that appears as text in in books, magazines azines and newspap newspapers is is part of of verbal communicati unication. on. One One can guess guess the size of an industry ndustry in the area of mass communicati unication on based on verbal communication. L ikewi kewise, all the words heard on radio, radio, tel television, vision, teleph telephone or any other publi public address address system are also part of verbal comm communication. unication. Aga A gain, the industry industry and technology technology based based on verbal comm communicati unication on is is enormous in si size ze and and value as as well. well . O One ne amazing azing part of the verbal comm communication unication is the availability of events events of signifi significa cance nce in history. L ittle is is unde understood rstood abou about the
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past from from the avai available artif rti facts but but a great dea deal of human civilization, growth and conflict is available in the form of verbal communication. unication. The T he spre spread ad of religions and sharing of most scientific work is also due to the verbal com communicati unication on over the centuri centuries es which which recorded recorded facts, sentim sentiments and event of common human interest. It It is is on the basis sis of verbal communication unication that the world worl d has seen great poets, poets, writers, wri ters, playwri playwrights, ghts, histori historian an and newsmen. Thi This s also proves proves at at what great scale the verbal verbal communicati unication on has has created job job opportuniti opportunities. es. In In modern days, days, peopl people e having ving verbal communication skills are in high demand, especially with with the fast expandi expanding ng media edia all across the globe. globe.
combinati combination on to share and advance advance the cause of scien scientif tific developments. In I n fact fact it it has becom become rathe rather impossibl possible e to fi find a newspape ewspaper and magazine, zine, even books, whi which ch do not not use non verbal comm communicati unication on to explain various aspects of daily life.
Non verbal
One of the the earli rl iest models of communicati unication on that introduced ntroduced was Cl Claude Shannon's model. model. This his was introduced in 1948.
Senses Part of human communication unication invol involvi ving ng other than written or spoken words is referred to as non verbal communication. unication. It I t invol i nvolves ves hum human sen senses – sight, taste, touch, hearing aring and smell elling. As a matter atter of fact about 90 per cent communicati unication on among human beings takes place place through their their senses and the rest by the use of words words as languages.
Diff Diffe erent Communication Communication Mode M odels L et's have a look look at some some of the famous and and freque frequently ntly used communicati unication on models odels used nowadays. Shannon's Shannon's Mode M odel:
This This laid laid the fou foundation ion for for the different communica ication ion models odels that we have today, and has greatly greatly helped helped and enhance enhanced the communicati unication on process in vari various ous fiel fields. ds. This This model can be con conside idered as the gr granddaddy of many late later com communicati unication on models. odels. Following is a simple illustration of this model.
Symbol Symbols, signs Emblem blems, gestures, gestures, symbols symbols and signs signs make more vivi vivid d and strong trong communicati unication on as compared to words which are often difficult to decipher. For instance making a victory sign by politicians, army generals, sportspersons sportspersons and lea leaders in i n general general at the tim time of defeating enemy is is easil sily understood even even by the illiterate. If If the same feel feeling is express expressed in words, many may not come even close close to understanding rstanding what what it it is. i s. The The tr traffic sig sign nals, ls, red-cr -cross mark an and th the sy symbol of dove are but few ill il lustrations ustrations to make peopl people around understand what a message stands far. far. Combination For practical practical purposes, howe however, ver, the use of verbal and non verbal makes a very strong strong piece piece of communicati unication. on. One One may see a match on TV TV but an enthusi enthusias ast comm commentator may reli relish the joy if if your favorite avorite team is winning winning the game. Sim Similarly, arly, fea feature films, documentaries ri es and dramas on mini screen screen stand stand for more more effective ctive pi pieces of communication unication than than if only one for of communication is brought into use. Even the newspapers and magazines, zi nes, which whi ch are more ore to bank on verbal com communicati unication, on, carry so much of non verbal communicati unication on in in the form of im images, graphics graphics and maps. The The research jou journals also lso exploit loit the verbal-no l-non verbal Prof Amit Kumar
[email protected] FIT Group of Institutions
The The diag iagram above clea learly illus illustrates how communicati unication on takes pl place, and al also hel helps one to determine rmine what could could go wrong. In Shannon Shannon's 's model, the inform information ation source typicall typically y refers refers to a person, who then sends a message with with the use of a transm transmitter. This This tr transmitt itter could be be an any ins instrument tod today, fro from phones to computers and other other devices. devices. The The signals signals that are sent and received received can be vary depending nding on the method of com communicati unication. on. The The box at the bottom called lled NOIS NOISE E refer fers to any signa signals that may interf i nterfere ere with with the message being carried carri ed. Thi T his s again ain would would depend on the the method of communicati unication. on. The The receive iver is the ins instrument or the person on the other side side tha that recei receives the. Thi T his s model odel is the si simples plest models
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to understand the worki workings of the the communicati unication on process. Berlo's Berlo's M ode odel: Another fam f amous communication unication model odel is Berl Berlo's o's model odel. In this this model, odel, he stresses stresses on the relati relationship onship between the person sending sending the message and the receiver. receiver. According ccording to this model, model, for the message to be be properl properly y encoded and decoded, the communicati unication on skil skills of both the source and and the recei receiver ver should should be at best. The The communication will be at its best only if the two points are skilled. Berlo's erlo's model has four main ain componen components ts and each each component has its its own sub components ponents describi describing ng the assisting factors for each. Following is the illustration of this model.
The These models have been follo follow wed by variou ious other model odels such as th the e 'Heli 'Helical cal' mode model, Ari A ristotle's stotle's model odels and several other model models. s. Y ou should alwa lways keep in mind ind that each of these models odels has both their their advantages and disadvantag disadvantages. Whil hile some communicati unication on models odels try to break down the whole whole process in in order to make it easier sier to understand, they are not always always as sim simple ple as they seem. The There are several complex lexitie ities s inv involve lved in communicati unications ons models. This his is is one thing thing that that nee needs to be carefull careful ly understood in in the process of understanding how these models work work..
The Com Communica ication ion Proc Process Schramm's Schramm's Mode M odel:
Schramm Schramm on the other hand, emphasized phasized in in 1954 that both the sender and the receiver take turns playi playing ng the role rol e of the encoder and the decoder when it comes to communicati unication. on. The The follo follow wing ing diag iagram illus illustrates the model pr proposed by Schramm.
Prof Amit Kumar
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Sender Sender: The sender is i s the person who transm transmits a message. He He is is the communicator unicator and is is one who gets gets the enti entire re process of communicati unication on started. started. He He wants wants to get hi his s opinions, ideas, facts, thoughts or information to the receiver. receiver. M essage: A message is is the actual informa nformation tion that that has to be conveyed. Communication is unthinkable without a message. Mess M essage can broadly divi divided ded into verbal and nonnon-verbal verbal.. The message must be clea clear, compl complete ete,, unambiguous biguous and courteous. Encoding: The process of converting thoughts into into suitable words, charts, symbols bols or any other other forms forms in whi which ch they can can be understood by the receiver ceiver is is cal called encoding coding.. Channel: The communication unication is is achi achieved through a channel. el. Thi T his s channel can be be vocal, vocal,
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letter, email, fax, fax, teleph telephone or memos, reports, bull bulletins, etins, posters and manuals. als. Receiver: The person who receives receives the message, decodes it and understand it or attaches attaches some meaning ning to it is is receiver. receiver. Decoding: The process of understanding the message of the sender by rece receiver in i n any channels. channels. F eedback: The return of communication unication from the receiver receiver to the sender is is known as feedback.
3.
Principle of understanding the receiver: understanding is is the main ain aim of any communicati unication. on. The The communica ication ion must cr crate proper un understanding ing in the mind of of the receiver. receiver. Thu Thus s accord accordiing to Ki K illian, “com “communicati unication on with with an an awareness of the total physical physi cal and human setting in which the information will be received. Picture the place of work; determine the receptivi ptivity ty and unde understanding leve levels of the rece receiivers; be aware aware of social soci al cl climate and customs; question question the inform nformation’s ation’s tim timeline eli ness. Ask Ask what, when and in what what manner you would would li like to be communicated with with if if you were in the similar simil ar environm vironment and positi position. on.
4.
Principle of consistency: the message to be communicated should be consistent with plans, policies, programs and goals of the enterprise. terprise. The The message should not be conflicting with previous communications. It shoul should not crate confusion confusion and and chaos in in the organization.
5.
Principle of completeness: the message to be comm communicated unicated must be adequate and complete, complete,
Principles of effective communication
otherwise rwise it wil will be misunderstood by by the rece receiiver. Inadequ nadequate communicati unication on delayed action, action, poor publ publiic
1.
Principle of clarity: the beginning ginning of all all
relations affects the efficiency of the parties to
communicati unication on is is some message. The T he message must be
communicati unication. on.
as clear as possible. No ambiguity should creep into it. The The message ca can be be co conveyed pr properly on only if it ha has
6.
Principle of feedback: this principle calls for
been clearly formulated in the mind of the
communicati unication on a two-way two-way process and providi provi ding ng
communicator. unicator.
opportunity for suggestion and criticism. Since the receiver is is to accept and and carry out the instructi nstructions, ons, his his
2.
Principle of obje obj ective: ctive: the communicator unicator must
reactions reactions must must be known to the sender of message. The
know clearly the purpose of communication before
latter must must consi consider the the suggestion estion and criti critici cism sm of the
actually transmitting tting the message. The The objecti objective ve may be
receiver of information. But feedback principle is often
to obtain information, give information, initiate action,
given given a back seat by most managers, which which defea defeats the
and change another nother person’s person’s attitude attitude and so on. If I f the
very purpose of comm communicati unication. on.
purpose of communication is clear it will help in the choice choice of mode of communica unication. tion. Prof Amit Kumar
[email protected] FIT Group of Institutions
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7.
Principle of time: information should be communicated unicated at the right right tim time. The T he communicator unicator must consider consider the tim timing of communicati unication on so that the desired
new ones is difficult. Different channels have different effects effects and serve in in diff different stages of the diff dif fusion process. 7. Capability of Audience:
response response is is created in in the minds of the receivers. receivers.
7 main Principles of Good Communication
Communicati unication on must take take into into account the capabil bility of the audience udience. Com Communicati unications ons are most effecti effective ve when they req require uire theleast ef effort on the part part of the reci recipi pie ent.
The The Ame America ican Pro Professors Fra Frank Gro Groves and Rich Richard V ilstrup give give the the seven C's of communication. unication. 1. Cr C r edibility: dibili ty: Communication starts with a climate of belief. This is buil built by performa rformance on the part of the source. The The receiver receiver must have confiden confi dence in in the sender. He must have a high high regard for for the the source's source's competence on the subject. 2. Context: A communicati unication on programm programme must square with wi th the realities ties of its envi environm ronment. The T he context must must provi provide de for partici participa pation tion and and play back. The T he conte context must confi confirm not contradict contradict the message. 3. Content: The The message must have meaning ing for for th the receive iver and it must be compati compatibl ble e with with his his value value system system. It I t must must have have releva relevance nce to him him. In I n general neral, people people select elect those items of informa nformation tion which which promise promise them generates rewards. 4. Cla Cl arity: The The message must be put in simple terms. Wo Words must mean the same thing thing to the receiver receiver as they do to to the sender. The farther a message has to travel, travel, the sim simple ple it must be. An inst instiitution must must speak with with one voice voice,, not many voices. voices. 5. Continui C ontinuity ty and Cons C onsistency: tency: Communication unication is is an une unending process. process. It I t req requires uires repeti repetiti tion on to achieve chieve penetration. etration. The The story must must be consistent. 6. Channels. Establ stablished channels of communicati unication on should ould be used channels els which which the receiver uses uses and and respects. Creating Creating Prof Amit Kumar
[email protected] FIT Group of Institutions
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