Business Communication Mod (1-5)

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IVIODULE
Introduction to Business Communication
Structure:
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Inhoduction Objectives 1.2 Meaning of Communication 1.2.1 Definition of Business Communication 1.3 Objectives of Communication' 1.4 Process of Communication 1.4.1 Elements of Communication 1.5 Types of Communication 1.5.1 Methods of Communication-Verbal and Non-verbal 1.5.2 Channels of Cgmmunication-Formal and Informal I . 5.3 Dinnensions of Communication-Vertical and Horizor.tal
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l.ESummary l.lSummary
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Questions
l.filAnswers
1.1 Introduction:
As you study this course, you may be thinking how 'Business Communication' relates to your interests as a student and a career aspirant. it is important for you as a student to know the importance of this couqsp in your curriculum. Thel success of a student greatly depends upon how clear he is in his own :nind about his basic needs und how effrciently he can transfer or clariff his thoughts to others. A student must have a f:.li kncwledge of Communication as it is the greatest power of selfexpression in all spheres of human life - personal, social and professional. f he stud! oi Btminess Communication w:ll help you to acquire proficiency, both in spoken (oral) and lvritten'lang'rugs which in turn will make you pioficient to handle thi frrnre jo6s in
industry.
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Communication is the life blood of business and is gaining momeqtum because business activity has become extremely complex vvith the increase in size and scnle of cperations. Communication has also become significant as a result of intbrrnation technology revolution. As a future manager ),ou may have to use different forms and means of communication at your workplace. Effective Communication rvill not only arid to yor:r
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success as a manager but the
workplace.
will
also promote a spirit of understanding and cooperation at

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In this unit we start off with understanding the concept of Communication with its objectives. Thereafter the process of Communication and its elements are described in
detail.
The types of Communication and the Ba:riers which can hamper the process of Communication have also been discussed in this unit.
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After stud4fai$thh'rtanittypostrould be able
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Know the concept of Communication Describe the objectives of Business Communication Explain the process and elements of Communication Explain the Types of Communication Describe the Barriers to Communication and ways to overcome the ba*iers
1.2 Meaning of Business Communication:
Let us first, know the meaning oi'Co--*ioation' before we learn about the of 'Business Communication'. The word 'Communication' represents the basic urge of living being to share feelings and information with oihers, Even the non-living things around a person or things spread out in space convey a message. However, communication is not just'about sharing feelings and information. Communication also involves transfer of emotions, interests, experiences, ideis And attitudes.
meaning
The English word 'Communication' has been derived from the Latin word 'Communis'. 'Communis' means 'common', which implies that communication is coilrmon understanding between two oi'more'individuals. Thus Communication is the process by which a message or information is transferred from a sender to a receiver.
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Communication understanding b is a very important aspect of business. N efi'e{tive internal and external. communication. Internal communichtion refers to comlnunication between e;nployees' of a business undertaking or between the
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management and the employees. For example a Marketing manager (sender) may send d message to an Area manager working irnder him (receiver) asking for sales figures for the last one year. The Area manager would then submit a report (feedback) to the Marketing manager with the appropriate figures.
business will of course need to communicate with people outside the organisation. This is known as External communication. For example a marketing manager will have to tell customers of special pricing offers during festive season or the finance director may need to ask banks for a loan. Communication therefore links together the different activities involved in a business and ensures that all employees are working towards the same goal. Effective communication is therefore fundamental to the success of a business.
Let us now define 'Communication'.
1.2.1 Definition of 'Communication' :-'

Various scholars have come up with different definitions of communication. The of all the definitions, however, remains the same. The following are the three importdnt definitions.
essence
rng information a1d unddrstanding ftom'one
Keith Davis
"Communication may be broadly defined as thd process df meaningful interaction among human beings, More specifically it is the process by which meanings are perceived and understanding is reached among human beings." D.E. Mc Farland
"Communication is an exchange of facts, ideas, opinions or emotions by two or

more persons."
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1.3 Objectives of Business Communication:
'
objectives
obj ectives
AAs
o H P6)
of Communication in an organization. Let us now go through tlie basic

of Communication.
After studying the features of Communication you need to understand the
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1) INI'ORMATION:
information.
planningan@
One of the objectives of cbmmunication is need information to. discharge 6-asic

need
to
consumer response towards its trends in the field of science and about company4olicies and procedurfi
have
regarding
resp
the nature of every employee's job ation could be mass media, meetings,
2.
AD\[CE: Giving advice is an important
objective of communication. Advice
,ffi
to seek
advice of experts or specialists in related fields. This is so as a businessman cannot be an expert in all the fields like finance, engineering, public relations etc. Advice is given to someone to influence his opinion. Since advice involves personal opinions it can be termed as subjective in nature.
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3. SUGGESTION: The
be
not necessaril
come from people at the
The lower level
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. In organizations there are where employees cafi drop theii . Workers are encouraged their suggestion in these boxes. This also helps the employees to be free in giving suggestions as otherwise they may be status conscious.
4. ORDER: An order is a directive issued takine a course of action. Order is auth
and moves downward. It may be written or qral, general or clarity and completeness are some of the features of an effective order.
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goals. Motivation is done in
Orders are considered . Order is always internal specific. Simple language,
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EIana-gers always
try to improve performan
ting but like job satisfaction, prestige, a sense of belonging to the organization can also induce or motivate workers to work effrciently.
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ersuading others is an art which needs conviction on one's part. If communic rtion is persuasive in naftue it works better as force is always resented by employees,
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ment of knowledge and skills by 7. EDUCATION: Education implies arrung. 10n ls lng means of teachins and learnins. Education i mofe well ag_gmployees. Education can be E ca:ried out for managers through books, le , ,.-in*{-ilFFru-dies etc. Employees can be educated through talks, demonstrations, etc. It is also necessary to educate the
customers. Customer education is offered tluough advertisements, informative talks and articles etc.
i 1.4 Process of Communication
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of communication Process-
The basic elements in any communication process are as follows:
SOURCE/SENDER: The person or group who wants to tansmit the message to anather parson or gtoup is the ssndsr.
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Message is the substance in the communication process. Messages the meanings but indicative of meanings. are-not
6)WASSAGE: V
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ENCODING: Converting
a communication message
in a symbolic form is called
encoding.
CHANNEL: Medium through which a communication
message travels is called
Ch-annet. For example: telephones, e-mails, letters, memos etc.
to it is the receiver.
@ *"EIVER:
T'he person who attends to the message and attaches some meaning
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DECODING: Retranstating
a sender's
communication message is called
de-coding.
I'EEDBACK: The final link in the communication process is the feedback [oop.
It-puts the message back into the system as a check against misunderstandings.
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Communication can be one-way ortwo-way. ONE WAY COMMTINICATION: ln one-way communication, there is no feedback from the receiver to the sender. The sender is not sure ofthe receipt of information. Example: Listening to radio or watching television.
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TWO WAY COMMITNICATION; There is active feedback fromthe receiver

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to the sender.
The following factors may affect the encoding prgcess.
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sender may affect lhe encoding process.
nder and the receiver towards a particular the knowledge levels of the sender and the /,. . rreceiver will alter the way the message is encoded. L-*ocro-cuLTURAL sYSTEM: -The socio-cultural differences may also cohpel the sender to fashion his or her message in a particular way
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for taking a course of action.
1.5 Types of
Communication
understand the types of communication. We can classiff communication on the basis methods, channels and
After going through the functions and importanie of communication let us now o{
dimensions.
1.5.1 Methods of Communication-Verbal and Non-verbal 1.5.2 Channels of Communication-n'ormal and Informal 1.5.3 Dimensions of Communication-Vertical and Horizontal 1.5.1 Methods of Communication-Verbal and Non-verbal Verbal Communication signifies the use of words spoken or written. It is worth mentioning here that human beings are gifted as they can use words or language as a means of communication. Good verbal communic'ation. is an inseparable part of business
communication.
Verbal comrirunication is further divided into wriffen and oral communication.

the process. Oral communication cm either be face-to-face communication communication or over the phone. Oral communication is influenced by voiee modulation, pitch, volumo and even the speed and clarity of speaking.
Oral communicqtion- Oral communication refers to the spoken words in
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Examples of Oral communication- Meetings, Seminars, Conferences, Lectures, Speeches, Presentations are some examples of oral communication. Written communication- Written communication is vrriting the words which you want to communicate. E-mdils, reports,.articles and memos are some of the ways of using written communication in business. The effectiveness of written communication depends on the style of writing, vocabulary used, gramrnar, clarity and precision of
language.
Examples of Written communication- Written letters, Reports, Articles E-mails, Memos, Newspapers, Journals are some examples of oral
communication.
Noo-".rbal communichtion-
body hnguage of the person who is
tr944{4Bll;9s,und b@nts. ofpictorial representationq signboards, or even photographs, sketches and paintings.
N spe Non vr
Iudes the overall
borlyjosttue, the lso beiffie form
Examples
of
Non-verbal communication-
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Raise of eyebrows express astonishment. A shy person becomes red in face when attention is focussed on him. Clenched hands shows frustration. A lighted cigarette with a crossed mark stands for No Smoking(Sign Language)
Types of Non Verbal Communication
personal feelings, attitudes, thoughts expressed through different pans of the body.
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meaning. This includes pictorial representations, paintings, maps etc. rate and the manner of speaking beyond the said words.
important aspect d*ing the process of communication" . Space (proxemics) o Surroundings (room size,location, etc.) o Time (punctuality, waiting time, time given to a task)
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PS- Proxemics is the study of holv we use space around to communicate the
message.
1.5.2 Channels of Communication-f,'ormal and Informal A channel is the path through which information flows in the organization. Based
on the style of communication, there can be two broad categories which are formal and informal communication.
channels
of communication,
Formal Communication- Communication takes place through the formal of the organization stmcture. This can include all sorts of business on. Such comniunications are generally in
forms like rule books, written memos, official meetings;o
h@ reports,etc.Formalcommunicationi',tuightfo*..a,preciseandh@fi
rigid tone to it.
Examples of F'ormal communication- Writing a report on sales particular period,statements on the company's policies are examples of during a formal communication.
Informal Communication- Informal Communication is built around the social and does of members of the lines of autfioriil
I rules an personal needs of the
It arises due to the
Examples of Informal communication-Having
of an oreanization.
a conversation
with a
close friend, Online chatting are examples of informal communication.
Grapevine- It is the most commonly used informal communication network. exists outside the formal channels and,is used to transfer and Social inte to satisff an individual's natural urge to oI gossips and rumors.
It
ls very
TYPES OF GRAPEVINE
o o
Single strand-This involves a long line of people where information is passed from one person to another till the ultimate recipient. Gossip-ln this type one person actively seeks information and tells everyone.
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PS- Proxemics is the study of holv we use space around to communicate the
Inessage.
1.5.2 Channels of Communication-f,'ormal and Informal A channel is the path through which information flows in the organization. Based
on the style of communication, there can be two broad categories of communication, which are formal and informal communication.
channels
Formal Communication- Communication takes place through the formal of the organization stnrcture. This can include all sorts of business Such comniunications are generally in
ke rule books, written mernos, official meetings;o
reports,etc.Formalcommunicationisstraightforward,preciseandh@
Examples of Formal communication- Writing a report on sales during a particular period,statements on the company's policies are examples of formal communication.
Informal Communication- Informal Communication is built around the social n 'and does.not follow lines. of ?utf,o@
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It:rises du9-.1!1l the
ples of Informal communication-Having a conversation close friend, Online chatting are examples of informal communication.
of an
with
Grapevine- It is the most commonly used informal communication network. exists outside the formal channels and,is used to transfer personal and social i to satisff an individual's natural urge to
gossips and rumors.
It
ne is very
TYPES OF GRAPEVINE
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o
Single strand-This involves a long line of people where information is passed from one person to another till the ultimate recipient. Gossip-ln this type one person actively seeks information and tells everyone.
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1.5.3 Dimensions of Communication-Vertical,and Horizontal
Vertical Communication- Vertical Communication includes all the messages that move between subordinates and their superiors. Messagds flowing from subordinates to superiors are termed as upward communication. Upward communication is important as it helps the top management to know about the feelings, attitudes and opinions of the subordinates. This may help the management to bring about the required changes in the organization and the subordinates can also give out their grievances and suggestions Examples of Upward communication A business report from the marketing executive to the marketing manager of the company is an example of upward communication
Downward communication occurs when messages flow from top management to the subordinates. This helps the subordinates to know what is expected of them and in
turn leads to job
s I Exampte Production Man Season is an
example of
rder issued from the ction during the festive downward 'r communication.
to iommunication among people at the same hierarchical level. This serves the purpose of exchanging information and coordinating related activities, Horizontal communication can occur between people working either in the same department or other departments of
the organization.
Horizontal Communication- Horizontal Communication refers
Examples of Horizontal communication-An HR manager discussing the. progress of employees with a Marketing Manager is an example of Horizontal
Communication.
Each of the Types of Communication discuss'ed above has certain merits and demerits.The merits and demerits of the various types of Communication are discussed
below-
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MERITS OT' ORAL COMMTINICATION
a o o o o o o o
Saves time
Allows immediate feedback

Speech-powerful means of persuasion and control Supplemented by non-veibal clues.
DEMERITS OT bN^IL COMMTINICATION

Lengthy messages not suitable for oral transmission Fixing responsibility is difficult Does not have legal validity Poor expressions make it ineffective
MERITS O[' WRITTEN COMMT'NICATION
o a a o
More accurate and precise Serves as a pennan(nt record Facilitates assigningresponsibility Can be repeatedly referred
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DEMERITS
OX'
WRITTEN COMMI]MCATION
o a o a
Time consuming Quick clarification not possible Encouraged excessive formality and rigidity May lead to misinterpretation and confusion
MERITS OF FORMAL COMMU\ICATION
a o a
Highly structured and well defined Facilitates co-ordination and conhol Ensures maintenance of authoriff and accountability p.eliability and accuracy of i.nformation
DEMERITS OF FORMAL COMMT'MCATION
a a o
Time consuming Increases workload Creates communication gap

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Impersonal in natue
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MERITS OF INI'ORMAL COMMTJNICATION a Quick transmission o Easy access of communication to a large number of employees
Helps to give out negative emotions (catharsis) Satifies social
needs
DEMERITS OT' INF'ORMAL COMMUNICATION
.O ,. Distortions
o Misleading
Lack of authentioity
o Difficult to fix responsibility
MERITS OF UPWARD COMMTJNICATION
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o o o
Provides insights into problems of employees Helps to build trust and openness Gives rise to good suggestions Employees are motivated if they are listened and rewarded properly
DEMERITS OX' TIPWAR.D COMMUMCATION
o Hesitation on part of employees.
? a Distortions
Concealment on part of irirmediate boss Delays
MERITS OF DOWI\TWARD
COMMT'MCATION
a Helps to explain policies and procedtues a Acts as a means of contol
o Employees
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Helps to convey expectations of management oan be motivated for better performance
DEMERITS OF DOWNWARD COMMT'NICATION t2
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Delays in transmission of message Distortion of i Overloading and underl rading of message Misuse of power and positions against employeei
message
MERITS OF HORIZONTAL COMMI.'NICATION

O
Better co-ordination
,
a Resolves conflict a Better exchange of information o Promotes social relations
DEMERITS OX' HORIZONTAL COMMTINICATION
a o a o
Insecurity because of competition Specialjargons Physical barriers Lack of motivation to work and cooperate with other employees
Self Assessment'Questions :
5. Verbal Communication signifies the use oiwords -ggJ----or -14?-ELUPr-\, 6. {erbal communication is furttrer divided into and ----Q#--------- and
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communication. 7. Downward cplnmunication occurs when messages flow from top management
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8. tnformal communiqation does not have
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gh'\*;, rules and guidelines.
1.6 Barriers to Communication

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Let us now study the barriers which can hamper the process of communication.
Communication is the key factor in ttre success of any organization. When it to'effective communication, there are certain barriers that affect the flow of
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communication in an organization. These barriers intemrpt the flow of communication from the sender to the receiver, thus making communisation ineffective. It is essential for rnanagers to overcome these barriers. The main barriers r,f commturication are listed below,
o . o
o c o
OrganizationalBarriers Physical Barriers Semantic Barriers

Socio-psychologicalBarriers
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Cross-culturilBarriers
OrganizationatBarriers
The different channels'of communication have their own merits and demerits weather it is oral written or any other means a properly chosen medium can make communication effective whereas an unsuitable medium may hamper the process of compunication for example an employee who wants to express his regrets for his misbehavior should choose the face to face mode of communication as his expressions may re in force what he wants to convey through oral communication
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Organization structtue has importance influence on the comrnunication process in an organization It may create problem of communication break down at any level because of complexity in the organization structwe. most of the organizations have a complex structure which makes communication difficult because of several layers of supervision and long comrnunication lines.
Physical Barriers
Noise refers to any kind of disturbance that obstructs the process communication. Oral communication is difficult because of the noise of machines factories. Any kind of disturbance in electronic devices like a telephone is referred to as noise.
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Distance can also act as a barrier in the smooth flow of communication. Although the recent revolution in the IT industry has make communication easy and fast mechanical break downs may sometimes make these facilities ineffective. In such cases the distance between the sender and receiver becomes a barrier in the oommunication process.
Semantic Barriers
pommturication is carried on words weather spoken or written, it is impotant to

note that words can communicate a variety of means
It is also possible that the receiver of the message does not assign the same meaning to a word as the sender this might became a barrier to the communication
process
Jargons referred to Technical words used in the prooess of communication .Such:' terms are limited to the grip of persons who either work together or are in the sanid,:. kind of profession. If Technical terms are used in the communication process it m,ay be differently understood by people who do not belong to the same professional r':i group and may act as a banier in the communication
process.
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Socio-psychological Barriers
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Any kind of communication needs objectivity but people have a tendency to see and hear everything according to there own interest and needs. This prevents us from understanding the point of view of other people. This leads to missing out some usefull information and also develops narow ideas. This is a great banier in the process of
Communication
A closed minded person refuses to listen to other person and holds his opinion quite rigidly. Similarly a person who is status Conscious finds it difficult to receive any
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suggestions from the lower level staffboth closed mindedrtess and Status Consciousness are a serious barrier in Communication
Cross-culturalBarriers
Non Verbal Communication is a inajor barrier in cross cultural communic'ation the use of body language is different in different cultures. What is correct under body language according to Indian cultue may be incorrect in the Japanese culture. Even the style of dressing and appearance varies according to culnual differenc6s. Therefore Non Verbal Communication can also result in cross cultural barrier.
Value systems
Value refers to what is good and what is considered inconect in a particular culture. Tliis becomes basis of an individual behaviors and action. According to the value systems the behavior expected from various cultures may be different and this might act as a barrier in cross cultural
c'ommunication.
1.6.1 Overcoming Barriers to Communication
Organizational-Barriers can be overcome by simpliffing organization structure and choosing the right medium of communication. People ho,ding positions of authority and subordinates can be helped to overcome barriers by training in effective
communication,
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Physical Barriers can be overcome by reducing the interferences in communication created by noise and bridging the communication gap by creating understanding between the sender and the receiver. Semantic Barriers can be oveicome by being careful with the use of language and by using word.which have clarity in meaning. Socio-psychological Barriers can be overcome by having an open mind and respecting the attitudes and opinions of people working at the lower level in the organization hierarchy,
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culture and trying to have a positive attitude towards non verbal forms of communication
'l'he lbllowing are the principles of effective communicatign/ 7 C's of communicationl. Clarity
1.7
'l'HIt IISSEN'I'IALS OI'EI,'FECTM COMMUNICATION
2. Completeness 3. Conciseness 4. Concreteness 5. Correctness 6. Courteousness 7. Candidness

CLARITY: The message, to be communicated, whether oral or written, should be clear. For this not only clarity of expression is must, but also clarity of thought. Since the message t6 be communicated is first produced in the mind of the sender, it is imperative
that scndcr's mind should have clear thought about. the objectives of communication, their cl'l'ect on thc rcceivcr and the channels to be used. The sender should present the thoulhts with expressions to avoid ambiguity and confusion. fhe transmitter should be very careful about the meanings and the organization of the words and symbols used in communication. The sender should consider the following points to make the expressiirns
clear:
a. lJse simple and short words than heavy and pompous words b. Avoid ambiguity in words and punctuations c. Avoid double entry and use of single words for long phrases
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COMPLETENESS: Completeness is necessary for effective communication. Incomplcte message breads misunderstanding and misinterpretations. It leads to further queries resulting into wastage of time and resources and irritates the receiver. ThereforeJ every aspect and relevant detail should be incorporated in logical sequence. Moreoveil completeness contributes to clarity of the me;sage. a. Provide all the necessary informati6n that the reader needs tbr thorough and accurate understanding. Check whether the message provides answer to all the fivc 'Wh' questions - Who, What, When, Where, Why and also I-Iow. For example, while cilculating the notice of conference, specify when the conference will be held, where will it be held, why is it being conducted, what are the matters to be discusses, who are going to address.and hqw many members are expected to
reach there.
b.
Answer all the stated and implied questions which may arise in thc mind of thc reader. iror example, while drafting letter offering sale of goods, first anticipate
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customer's possible questions regarding price, quality, quantity, usagc, ctc. and then draft the letter in such a way that it answers all these questions.
CONCISENESS: Too retain the attention as wcll as to savc thc timc of thc it is esscntial that the message should be concisc. Conciscncss mcans convcying the message in fewest possible words without sacrificing its completeness and clarity. lt continues to make the importanl ideas stand out; on thc othcr hand, aimlcss and unnecessary details dislract the reader's attention anr,l consequently recluce thc effeetiveness of communication. fherefore, communicated message should clariff the meaning in t'ewest I possible words, include only relevant facts, and avoid needless repetition of thc . same ideas and words in organized form. a. Avoid repetition.
rcader,
b. Omit unnecessary expressions. c. Includc only rclcvant material related to the main purposc of thc mcssagc.
CONCRETENESS: The communicated statement should not be vague. It should bc concrctc and spccific. Concrctc cxprcssions crcatc spccific visual imagcs in thc mind of the receiver which vague br generalized statements cannot. h'or example: I. The price of the washing machine is high. IL The price of automatic washing machine is Rs. 23000
The first statement is vague and general. The second statement specifying "automatic machine" and "Rs.23000" is concrete and spCcific in exprcssion as it prcsents dcfinite facts. QORI{ECDIESS: The message to be communicated should be correct in spellings, grammiu, format, contents, statistical information etc. lncorrect and inaccurate statements mislead the reader, lower his conftdence in the communicator and tarnish the .image of the organization.'l'hese may sometimes lead the management to erroneous and is imperative that the sender should verify the disastrous decisions. Therefore correctness of the information before presenting to the receiver. The following points need to be kept in mind before sending the messagc: a. Ensure that facts and figures are accurate and veriff statistical data, tools etc,
it
b,
Ensure that you are sending the message at the correct time and correct style
COUITTEOUSNESS: Congenial and healthy communication environment is

essential to ensue the effectiveness of communication..Courtesy, in the message as well
as the manners, plays a dominating role in this regard. While communicating, it is necessary that we should be considerate, compassionate and friendly. We should avoid becoming sarcastic, impatient and initated by being aware of ourselves. If it necessary to criticize, we must be tactful in approach While communicating, .a. Use polite and respectful tone. b. Always 'thank' the other person for his generosity. c. Do not florget to use the'word 'please' for requesting something
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d.
Ilnsure that the other person's self respect is not hurt
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CANDIDNESS: The message, to be communicated, should be straight forward It should not be indirect, multi vocal or untrue. When someone offers a candid opinion, that person does not hide behind any kind of mask or fagade--a candid person is open and honest. A candid person speaks ooenly without reservation Usage Examples:
and frank.
We need to have a candid conversation about the state of our company and discuss the good, the bad, and the ugly. (frank, sincere)
with the journalist during the interview and revealed many pcrsonal dctails ofhcr lifc. (forthright, carnest)
She was very candid
Self Assessmcnt Questions:
9. Noise refcrs to any kind of disturbance that obstructs the process 10. lJsc ofjargons comes
of--------
under
-----barricrs
Let us sum up what we discussed in this unit.
o o '
Communication is a process of passing information and undcrstanding from one person to another.
'l'he basic elemenls in any communication process are as follows:
SOURCE/SENDER: The person or group who wants to transmit the message to

another person or group is the
sender. is the
MESSAGE:Messagd
substance
in the
communication
process.
Mcssagcs are not thc meanings but indicative of meanings.
encoding.
'
CIIANNEL: Medium through which a communication message travels is called

Channel. For example: telephones, e-mails,letters,memos etc.
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!'aculty JU.CMS
RECEIVdR:The person who attends to the messagc and attachcs somc mcaning
to it is the
receiver.
DECODING: RetranslatinB
decpding.
sender's communication message
is
called
'puts the message back into the system as a check against misunderstandings.
FEEDBACK: The final link in the communication process is the feedback loop. It
Some of thc objectives of Business Communication arc:
Conveying information Giving and receiving advice Suggesting somethi.g Issuing order Motivating others Persuading othors Education and training
. : o
Communication can be classified on the basis of methods, channels and

dimensions
Methods of Communication-Verbal and Non-verbal Channcls of Communication-Formal and Informal Dimensions of Communication-Vertical and Horizontal
The main barriers of communication are listed below.
-Organizational Barriers -Physical Barriers -Semantic Barriers -S ocio-psycholo gical Barriers -Cross-cultural Baniers
1.9 Terminal
Questions:
'. '
2. 3. 4, 5, 6.
l.
Define Communication? What are the objectives of Business Communication? Explain the process of Communication? Flxplain the types of Communication? What are the merits and demerits of informal communication? Describe the different barriers to communication?
lro
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7.
8.
I-ist the merits and demerits of horizontal communication. Classify communication on the basis of methods.
1.10 Answers:
Answers for the Self Assessment Questions:
2. 3. 4. 5. Spoken, Written 6. Oral, Writlen ?. Subordinatcs 8. Rigid

9. , Communication
10. Scmantic
l.
Information, Understanding. Encoding. Dccoding Ordcr.

i
Answcrs for the Terminal Questions:
2. 3. 4. 5. 6.
7
l.
Refer Refer Refer Refer Refer
8.
to section I .2.1. to sectiqn 1.3. to seetion 1.4. to Section 1.5. to Section 1.5. Ret'erto Sectlon 1.6. Refer to Section 1.5 Refer to Section 1.5.1
Case Study:Mr. Ashish Gupta inhcrited his father's business of carpets which are sold all over India. I-Ie completed his graduation in 1990 and because of his father's poor health, he had to come in the business. When he came to business, his routine used to start with coming to office at 10 am and holding meetings of his staffmembers and conveying them the day's work by lecturing. For this, he has to devise the flow of work at home and planl
it
ahead.
In the.carly ycars ofbusiness operations, he used to ignore the feedback of his staffmembers. Rut with passage of time, he realized that employee at give useful and suitable suggestions that can benefit their business in manifold ways. With passage of time , he changed his style and encouraged his stalf members to talk more. As his business expended, he interacted with different types of professionals like designers,
21
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architecfures,chartedaccounts,advocates,etc.Byobsewingtheirstyleoffunctioning ,he felt the need top develop himself. With this his style of communication improved.
With lnformation Technology revolution, his business could not remain unatfected. To expand his business, he created his own website of brands Kalpa as www.kalpa.com that exhibits various products and price list of various products. Now hc has to reccivc various e-mail and have to .give appropriatc rcply in short timc to various iustomers, suppliers and employees, Presently his business has grown substantially .because of receipt of orders from different countries and as a result he has to corne to office at 8a.m and has to work for 14 hours a day. Bccause of rush ordcrs productions, hc sometimes loose temper with his employees when his demand of meeting the targets are
not met. Source : Business Communication, Varinder Kumar, 2OOg, P g. 3 6.
Questions
a) b)
Do you think that two way communication and his learning have contributed to the success of Mr. Ashish Gupta's business? Explain suggestion as a cxample of upward communication
22
Faculty JU.CMS
I Module 2 Organizational Communication

1.1 lntroduction
Objectives
I .2 Or ganizational Structures
1.2.1 Basics of Organization structure
1.2.2 Comrton Organizational structures in use

1.3 Communication Network
1.4 Formal and Informal Communication in an orlanization
Formal Communication Netv,ork Merits of Formal CommunicationNetwork Demerits of Formal Communication Network Informal Communication Network Merits of Informal Communication Network 1,4. 6 Demerits of Informal Communication Network 1.4.7 Grapevine as most commonly used informal communication network 1.4.8 Features of grapevine l.5 Communication in today's work place 1.6 Work place Diversity 1.7 Communicating across cultures 1.8 Technical, Ethical and legal considerations 1.9 Summary: l.l0 Terminal Questions: ', 1.1 lAnswers:
1.4. 1
1.4.2 1.4.3 I .4.4 1 .4.5
1.1
Introduction
studied the basic foundations of communication which would have given you An or"*i"* of the concept of communication, its tlpes and barriers. Now let us move towards a bigger picrure which involves communicating in an organizational set-up. When you start working you will be engaged in a network of internal and external co'mmunication.
In the first module you have
Today's organizations are moving from a tall organizational structure to a flatter one. The flattening of organizations coupled with the revolution in the field of infonnation technology has gxeatly changed the way we communicate. Communication therefor6 has become a challenge for an organization to be successful.
'
If you have a close look you would find a complex network of information flowing within the organization and al'so outside the organization. Communication that occurs in conducfing work within an organization is Intemal communication. An example of intemal
communication would be the issue of orders to subordinates regarding nranufacturing goods or
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JU.CN,I.S
providing services. An organization is also engaged in work -related communication with people outside the organization, this is known as Extemal Communication. An example of eitemal communication would be business related communication with suppliers and customers. Communication flow in an organization can be through the formal lines for example the CEO of a large manufacturing enterprise announcing a new produet plan or through informal channels for example the office staff discussing about misbehavior of a lower level worker with the
imrnediate boss.
As both the above mentioned forms of communication are seen in any kind of organization, it becomes important to have an understanding of formal and informal communication networks existing in organizations. It is also critical for you to know that the structure of an orgailiz-atron influences the various forms of communication in an organization. In this unit we will first go through the basics of Organizational structure before moving to the commwrication network.
Thereafter we will study the formal and informal comrnunication network in an organization with its relative merits and demerits. The importance of communication in foday's work place with spbcific reference to diversity, cross cultural communication and technical, eihical andiegal considerations have also been described in this unit.
Objectives-
After studying this module, you will be able toKnow the basics of Organizational structure Explain formal and informal communication network.
'
Discuss relative advantages and disadvantages of formal and informal communication. Explain grapevine as a fornr of informal communication nt',twork Describe the importagrce of communication in today's worl place Explain work place diversity and the reasons to communicate effectively in a multi-cultural
environment. Analyze technical, legal and ethical considerations in
communication:
1.2 Organizational Structu re

Organizational Structure is the formal division of tasks, responsibilities and authority in an organization set -up. Pardeep N.I(handwalla defines organization stnrcture as "the formal or quasi-formal net'work of rep.ortirig or controlling relationships in an organization and the powers and duties associated with each role in this network"
1.2.1 Basics of Organization Structure
Differentiation Integration
.JU-CMS
_ - Differentiation arefers activities. Differentiation occurs in trvo directions-vertical responsible for set of
to the breakdown of a work
related tasks where each individual is and horizontal.
'
Venical Differentiation is represented by organizational hierarchy moving from top to bottoh that is from President to Vice president , managers and supervisors and ultimately to the' operative level. The Vertical Differentiation may be with tall or flat structures. Figure I given below depicts a tall and flat stucture.
Tall Organizational Structure
Flat Organizational Structure
X'igure l-Tall and f,'lat Sructure
In a tall stnrcture there are many hierarchical levels which may result in communication
problems. Some of the problems noticed in such structures are cornmunication gaps, delays and distortions at any level and the process is time consuming because of the various levels involved.
In a flat structure there are a few hierarchical

communication problems and the flow communication is still a challenge.
of
levels because of which there are fewer communication is smooth and speedy although
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JU.CMS
Horizontal Diflerentiation refers to the allocation of tasks among different departments so that similar and logically related activities occrrr together.
,,
Both Vertical and Horizontal differentiation set the formal structure of the organization ' Let us now understand the meaning of lntegration. Once the jobs have been classified through work specialization there has to be some coordination and control so that the goals of the organization are met. is
1.2.2 Common Organization Structures
In Use
l)
Line Organization Line Organizations |av9 Ell-structurein which line throughout the otgggzationl Here
o1'":gg
flows from
to bottom
_TtfiFmeans
a superior has his/her work and is
to his/trer
'/
i('
Facultv
ru-Cvrs
Departmental Line Organization.
Cieneral l\,Ianager
\\,'orliers
\Vorkers
\\:ollsers
\\rolkels
Figure 2- Departmental Line Organization
(Source- Business Management by R.K Sharma & Shashi K.Gupta,Kalyani Publishers, Pg 64)
2)
F'unctionalOrganization As business grows in size it is better to work according to specialization. The line officer cannot be an expert in every field therefore it becomes necessary to appoint functional experts.
In
functional organization all activities are m4trlqting, finance, persofffel etc.
erpga
Tbe
ates are also accountable to their Specialist for the performance of different functions. Fig 3 depicts a functional Organization

X'aculty
JU.CMS
Functional Organization
rt?
--t-/-.-
igure 3- X'unctional Organization
(Source -Management Principles and Practices

International Publishers (2007) Pg 157)
by Dr M.sakthivel \rlirugan, New
Age
3)
Line and staff Organization

In this type of organization balances the features of both line and functional forms. Line and staff organization aims at combining the advantages of specialization and un-igr of cornmand. Here a li{rq manager exercises authority and 1s responsibldEffiff draishfiG;aaition there are to lrne to advise of staff but caru:ot valuable tions and expErt advi havE or reject .FIs4 depicts a Line and
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JU.CMS
Line and Staff Organisation

Bonrtl of Dilectors
Finance I\,Ianager
Ilfanager
Sales
Legd
IVIanager
Forernal-I
Forernau-Il
Forernarrlll
I
\\iolliers
(Source
\l'orkers
Figure 4- Line and Staff
I
Worliers
Pg172)
Business Management by R.K,Sharma
&
Organisation
Shashi K.Gupta (2003) Kalyani Publishers
4) Committee
form of Organization Committee is a group of peoplc, appointed and entrusted with the task of taking collective decisions on any matter. The contmittee jointly holds authority but no single member can exercise his authority outside the committee. For example the Board of directors can exercise authority jointly while taking a decision but no director has authority'outside the committee. Oiganizations may not be for.med entirely as committeei'but commitiees can exist along with other forms of organizations like line or line and staff.
-5)
Matrix Structure
xlsa
two
where an individual
under vertical as well
as
This structure
combines
is seen as permanent in matrix stnrcfire and authority for operation of the functional units is also retained. Project teams are created for a specific duration and are drAwn from functional departments. When assignments are complete the project teams return to the functional departments. Functibnal departments create a vertical chain of command and project teams form the horizontal chain. Employees here have two immediate bosses their functional
I I
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JTJ.CMS
deparhnent managers and their project managers, Therefore dual chain of command can be seen ln matrix structure. Figure 5 depicts a Matrix structure,
Matrix Structure
b b0 6 g
g
.Et
t 5
$
IL
8 o'
Figure 5- Matrix Structure

(Source- Business Communication by Varinder Kumar and Bodh Raj(2003) Kalyani publishers
Pe76)
1.3 Communication Networks
Today's organizations have
complex network
of
organization flows ttuough formal and informal communication channels; This is done through following a proper pattern which is called network.
information flow. Information within
Raj(2003) Kalyani Publishers Pg55.
Communication network refers to the regular pattern, system or structure designed or build up along hierarchical or person to person relationship through which information flows in an organization.(Definition Source -Business Communication by Varinder Kumar and Bodh
7- __
Faculty JU-CMS
1.4
Formal and Informal Communication in an organization
Communication network can be formal or informal which is depicted below in figure 6.
ornrnufic fltioll Ne trr ork
Lateral
Figure 6- Communication Network
(Source- Business Communication by Varinder Kumar (2009), Kalyani Publishers, Pg37)' 1.4.1 Formal communication Network
Formal Communication networks are systems designed by management where the floui of information is along formal organizatiohal sttcture. Information through fomal structure typically flows in three directions: Downward, upward and horizontally. Formal Communication network is depicted in Fig 7 given below.
Faculty JU.CMS
Form al Communication Network
Accounting
& Finance
Manager
Figure 7- Formal Communication Network

(Source:-Business Communication by Varinder Kumar and Bodh Raj (2003) Kalyani Publishers
Pg'57)
1.4.2 Merits of Formal communication Netwoi'k
1)
Ensures maintenance of authority and accountabilityFormal communication channels are designed to cater to the informational needs of the organization. This passes ttrough a proper organizational structure where the responsibilities for everyone are well defined. Since information flows though formal channels this system ensures the maintenance of authority and accountability.
',2)
Better fo-ordination and control Formal lcommunication network provides information needed t various levels at the required time and place. The smooth flow of information results in better coordination and control.
3)
Reliability and raccuracy of informationInformation moving through the formal channels is more reliable and accurate as people who pass the information are responsible for it and since they hold authority they take care of the
authenticity of information.
4\ Uniformity in dissemination of informationFormation communication helps to avoid confixion uhd rniri.rterpretations among people working at various levels. This facilitates the free flow of information leading to uniformity in dissemination of information.
r
10
_
l)
1.4.3 Demerits of Formal Communication
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Time consumingInformation flows through a number of levels in formal communication. ln a fonnal structure
since various levels cannot be skipped, information takes time to travel across.
2) Creates commrinication
gapFormal communication creates communication gap between people working at the top in the organization hierarchy and subordinates working at the lower level. This affects the relationships
between superiors and subordinates.
3)
Concealment on part of the immediate boss passes through the formal channels, the immediate boss may take advantage of this by filtering and distorting tl. information and diluting the accuracy of the message.
As information
4)
Increases Work load The formal channels of communication increases the workload more at the middle management level as managers have to devote more time in passing messages. This makeb them busy with forwarding messages and they are left with little time to look into other organizational functions:
Formal Communication can flow in the following Direcfions-
. o' o
.
Dowhward UPward Horizontal

Downward communication refers to communication flowing from superiors to subordinates.
,
The basic objectives of downward communication are to give direction and instruction to employee regarding their job, to motivate employees towards better performance, to explain the
policies
a.ud
programmes of the organization etc.
. ' --
Upward cqmmunication refers to communication flowing from subordinates to superiors.
The basic objectives of upward communication are to give feedback, provide suggestions or
convey ideas.
Horizontal communication refers to communication flowing between individuals at the same hierarchical level. The basic objectives of horizontal communication are to exchange ideas or information, to solve problems, to co-ordinate different activities and promote social relations.
77
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.
_
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ifirlote: - The Merits and Demerits of Downwrd, Upward and Horizontal communication.trave been discussd in the first modulel
1.4.4
.
Informal coumunieirtion Network
orgrrizations go$ beyonrd .tlre fom&l..messages at times.t Oftun communieation flows thtough infsmal charmels withorm auy forrrally imposed ressietions. The informal commrurication network.is thus the transmission of infrrmatlon dnough nonofficlal
Communication urce-
in
-t,.
l'
Pg
Co 16)'
iness communication
bel'ow depicts
an
by Scot tnfnnal
12
,.Informal Communication Network

Manaejng
Director
Figure 8- Informal Communication Network

(Source
Publishers, Pg62) 1.4.5 Merits of
1) tr'aster speed
Business Communication
by Varinder Kumar and Bodh Raj (2003) Kalyani
Informal communication Neh rorks
Informal communication moves at a faster speed as against the formal communication network. The information flow is quite fast as it doeJ not follow any set rules and regulations. Anybody can cornmunicate information to anyone breaking the various hierarchical levels.
2) Satisfies the need for interaction As a social being man needs to have social interactions. Informal communication provides a good platfom to express v.iews and thoughts freely"
.s) Helps in Releasing negative emotions -
Informal communication relieves an employee of negative emotions and feelings which are diffrcult to coinmunicate through formal channels. This creates a positive impact as an individual gives out his feelings to others and gets tension free.
-4) Reduces communication gap

13
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Informal conrmunication helps to reduce communication gaps which are created by, a formal structure where too much rigldtty is followed.Since the flow of informal communication is multi directional and without.any restrictions it fills all possible gaps which arises as a result of formal
network.
Demerits of Informal Communication Networks
1) Lack.of
authenticity Infoniral communication messages have more chances of being distbrted as everyone getting the message colors or filters it accordingly to their own needs and wishes. Therefore it lacks
authenticity.
2)
ixing responsibility is difficu[tAs messages in informal communication are transmitted orally responsibility in case of any misinterpretations,
it
becomes diffrcult
to fix
3) Creates
Informal communication moves in the form of *o*i, and gossips. As messages tfuough informal channels are not accurate it can create misunderstandings among employees.
Incomptete information may be hisleadingInformation passed though the informal network may be misleading as communication in this case is generally incomplete. It carriers half -truths and sometimes employees react to such messagls without realizing that the original communication would have been lost in the wake of different opinions.
misunderstanding-
4)
"If the formal organization [communication]

informal is the central nervous system"
is
the skeleton of a company, the
-David Krachardt and Jeffery Hanson

1.4.7 Grapevine as the most commonly used informal Communication Network Grapevine is the most commonly used informal communication network. It consists of rumors and gossips, and exists outside the formal channels. The speed of grapevine is very fast and it can move in any direction and any degree. 1.4.8 Features of Grapevine
2) The flow of information along grapevine is rapid. 3) It arises'out of an individual's urge to communicate. 4) It is the most active and vital part of every organization.
L4
l)
It exists at all the levels in the
organization
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Faculty JU-CMS
s) It is non{ocumented and without any pre planning 5) It just spreads like a grapevine without being confrned to a particular direction.
Fig 9 given below shows the types of Grapevine.
Types of Grapvine
a I
I
Stur$e lShaml
@nch telts
Probability
@ach raudourf' tells otherx)
seleet*l
one otheD
C'hBter (Soure tell others: uost
[picaf
Figure 9- Types of Grapevine
(Source-Business Conimunication and Organization and Management by Rohini Aggarawal (2004) published by Taxmann Aitiea Services Plrt Ltd- Pg 30)
15
Faculty JU-CMS
I
I
Self-Assessmetrt Questions
l. Organizational Structure is the formal division of
tasks,
responsibilities and
-----in
an
2.
organization set -up" Matrix is a two directional structure where an individual woks under vertical as well as --------------lines of command.
3.
4. 5,
Formal Communication networks are systems designed by management where the flow of ---organizational structurel, information is along --speed as against the formal comrnunication Informal communication moves at network. Informal communication moves in the form of -----------'-----and-----------1.5 Communication in Today's
Work
Place
Communication is not only required at the entry level when recruiters are searching for prospective employees, it is also necessary when an individual is hired as an employee and continues to play a pivotal role in his career advancement.
ThefollowingtipsleadtoeffectiveCommunicationattheworkpIace.
Follow open communication Policy Open Communication between the superiors and subordinates, between employees in a deparEnent or between the management of the organization and its employees helps to create a good professional environment. It leads to better relationships at all levels where everyone feels comfortable sharing personal 'and professional issues which ultimately leads to better productivity. Improve Listening Skills Listening proves to be trdtpru in removing barriers to communication.
It is important
for
subordinates to be a good listener but at the same superiors should also be always ready tg listen to what the employees working under them have to say. Better listening resolves problemd at the workplace and is also helpful in dealing with conflicts.
3.
Have the right mix of formal and informal communication Formal channels of communication are important for proper functioning of an organization and informal communication serves the purpose of a human being's urge to communicate outside the formal rletrvork. There should be a piopir mix of both formal eina informal communication as too much rigidity can sometimes obstruct the free flow of communication, at the same time too much flexibility can be harmful to a workplace.
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Understand that clarity and bonsideration are the key to successful communication Clarity of thought and expression make communication effective. It is essential that you ensure that the receiver has completely understood the meaning of what you intend to say. Clarity comes with the use of simple words rather than pompous words, with ooncrete expressions rather than vague statements and with the use of single words instead of long phrases. Also learn to follow the principle of consideration. This indicates that the receiver's time is important therefore communication should be precise and crisp. Always encourage two-way communication Two-way commuhication always leads to effective communication. The sender of information should give importance to'the opinions and views of the receiver once the message has been put across. Communication is said to be complete only when the receiver gives feedback to the
sender.
1.6 Workplace Diversity-
Managing workplace diversity is a challenge for organizations and for employees working in the organization. Harmony and acceptance should be the keywords in a diverse workplace. Employees must learn to communicate effectively with those who differ from them in gender, race and ethnicity. A diverse work envirorunent can have many benefits. Employees with different backgrounds are ' 'i more creative in catering to the demands of the consumers. An organization benefits from diversity in terms of an eatrpowered work force and increased productivity. Although managing diversity is challenging but it is worth the benefitsithat it gives to the employees and organization. Learning to interact effectively with those differ in gender, color, race or ethnicity not only enhances employee skills but also develops a better attitude.
I
Suggestions for effective communication in a diverse Workplace
Learn to explore and understand issues of diversity by attending workshops and seminars on diversity. Accept differences and leam to work in harmony. Get advantages out of diversity in terms of individual and organizational growth. Avoid stereOtyping and leam by your own experiences instead of applying cultural patterns to individuals Have an open-mind and priictice the art of listening. Learn about cultures and avoid ethnocentrism (belief in the superiority of one's own culture) , Make feedback a critical element in your day to day communication with people in your personal and work life. Try to seek a cortmon ground by sharing experiences having similar goals and respecting each other's value- systems.
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" ,
is gaining.momentum because of globalization of markets, technological advancements in communication and a multicultural work force. The trends
Multicultural communication
mentioned are expected to continue in future and this is a good enough reason for you to learn to communicate with people ftom other cultures. Reasons to communicate effectively
1,7 Communicating across cultures
in
multi-cultural environment,
l) , 2)
3) 4) 5)
Your present or future work environment may require that you interaCt with employees from differenl counEies. You w{uld have a better understanding of customer's need as business today is done domestically and intemationally. You will be able to work harmoniously in a multicultural environment creating a more
productive ! It will help you tb reduce conflicts and misunderstanding in your day to day dealings with people from other cultures. Communicating effectively with people from other cultures will help you to be successful in your professional life. Dimensions of Culture
work.environment.
. "
Culture may be defined as the complex system of values, taits, morals and customs shared'by the society. (Definition Source -Business communication by Mary Ellen Guffey(2005) published by Thomson Asia Pvt Ltd Pg72) IJnderstanding the dimensions of culture will give you Therefore key dimensions of culture are described below-
a better multicultural
perspective.
1) Context
The most significant cultural dimension is 'Context'. Context refers to the environment or anrbience strrounding an event. Communication in low-context cultures (North American, German, French, Spanish, Greek, Western Europe) depend little on context of a situation to convey their meaning. They take it for granted that the receivers must be given all background inforrration regarding whatever message has to be conveyed. In contaSt to this communicators :
in high context cultures
(Japanese, Chinese, Italians, Mexicans, Arabs, and Asians) are aware of the context and receivefs here may not be given background information.
already
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tr"aculty
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Table
gives a comparison of low and high context cultures.
Low Context Tends to orefer direct verbal interaction
c-
Hish Context Tends to prefer indirect verbal interaction

embedded
Tends to understand meaning at one level only
at many socio cultural levels.
I@inreading
non verbal clues.
Is generally less proficient in reading non verbal clues

Values srouD membershio Values IndMdualism
Relies more on context and feelings
Relies more on logic

Says no directly
'I
Avoids saying no
directly
Communicates in highly
Stmctured
(contexted)messages, provide details, stresses literal meaning, gives authority to written information.
Communicates in simple, ambiguous non contexted messages, understand visual messages readily.
Table I - Comparing low to high context cultures.
(Source -Business Commtmication by Mary Ellen Guffey (2005), published by Thomson Asia Pvt Ltd Pg 75)
2) Individualism
'
Individualism refers to freedom from any kind of control. Communicators of low-context cultures specially Americans value individualism. They take individual action and personal responsibility. Communicators of high context cultures value group membership and resist independence. In China and Japan organizational communication is done through consultations and discussions instead of individual or self assertion.
3) Formality
.' -
Some cultures do not emphasize on social rules and formalities. For example Americans come to the point immediately without wasting time, they soon start calling people by the first name. Ih contrast to this in Europe first names are never wed without invitations; Mexicans also engage in a lot of formalities for example in case of a business meeting they begin with handshakes, coffee, conversations about topics like weather, sports etc.
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4',)
Communication style People in low and high context cultures communicate differently with regard to verbal communication. For example Americans and Germans place more emphasis on words in conEacts and negotiations whereas people in high context cultures concentrate more on surrounding context than words in negotiations. Americans value candidness and cannot take delays. Asian have realized that the impatient Americans are likely to make concessions in case they see Asians dragging negotiations.
s) Time
Orientation
North Americans respect deadlines and appointments as'time is precious for them They take speedy,decisions. Asians need time for contemplation and do not rush for taking decisions. Japanese also take time for considering a business proposal which clashes with Americans style of deciding speedily in this regard.
6) Non
Yerbal communication Body movements which are acceptable

countries.
in
some countries may be inappropriate
in
other
be
For example crossing the legs is acceptable as a social gesture in America which may
offensive elsewhere. The thumb up symbol is used to indicate approval in North America but in Iran and Ghana it is a vulgar gesture. In western cultures silence is taken as negative which indicates depression, rejection or ignorance whereas Japanese admire silence and equate it with Wisdom. A Japanese pfoverb says "Those who know do not speak , those who speak do not know". People in US stand five feet apart during business conversations however the same distance is uncomfortably close for Germans and Japanese. People in US say no by shaking their heads back and forth whereas Japanese use right hand to say No. In Amefica lack of eye contact is a sign on evasiveness and dishonesty whereas in many part of Asia" kdeping one's eye lowered is a sign of respect,
Tips for improving Multicultural communication
l) Avoid ethnocentrism which acts as a barrier to multi cultural

judge others by our own values. 2) Learn to change attitudes through exposure
3) 4)
communication as it causes us to
gaps
to other cultures which help in bridging
between cultures. Learn the art of tolerance by being open minded towards other cultures. Be less judgmental and more eager to seek common ground s) Move beyond stereotypes and judge people on individual qualities.
Example- Indians are not punctual (As an Indian you may be punctual) Americans are loud and impatient (As an American you may not be impatient and Ioud)
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1.8 Technical,
Ethical and legal Considr:rations
The approach to communication and the content is the essence in any kind of communication. This helps iri bringing qlarity in communication and is a backbone for maintaining customer relationships. Yet in today's context of globalization where business is done domestically and internationally it becomes necessary to go beyond the words and substance of communication. It becomes essential to look into the Technical, Ethical and legal considerations of communication.
Business Communication today is facing a number of challenges with regard to ethics, legality
and technology.
Although examining ethical issues is not thelprimary domain of communication studies, the' communication of messages in an ethical way definitely falls into the domain of business
communication.
Companies today are interested in ethics as they wish to be more socially responsible, It is also seen that ethical companies endure less into litigation. Ethics relates to following the principle of honesty on one side and concern for others on the other side. Companies often use flashy words
toretaincustomersastheyhavenochoiceasprofitsgovemtherulesofbusiness
Comparries should show an ethical dimension to communioation when it comes to understanding the spirits behind the flashy words.
Technology has also brought new concem about ethics and communication. It is possible to get. desiglrs scanned easily and quickly with high resolution. Laws are relatively clear regarding. copynght issues but still much needs to be done. In business legal requirements have to be met but the relationship with customers extends beyond the legal aspect. Many companies prefer out of court settlements as othenrise this may lead of loss of goodwill and image. Businesses today are moving towards corpomte governance. Corporate govemance is saih to encompass formal and informal interactions of the corporate sector with society at large. This aspect of interaction in corporate governance is particularly relevant to bring about proper communication and customer relations.
2t
Prepared by Mahak Balaui
Faculty JU.CMS
Questions: 6. Clarity of thought and----..--Self Assessment
7. Employees
race and--
make communication effective. must learn to commtuicate effectively with those who differ from them in gender,
---verbal interaction. 8. Low Context cultures tend to prefer 9. High Context cultures value ----------------membership,
10. Individrlalism refers to freedom from any kind of.
I
l'.9 Summary: Let us sum up what we discussed in this unit.
, .
Organizational Structure is the formal division of tasks, responsibilities and authority organization set -up. Common organization structtue in use are. - Line Organization -Functional Organization - Line and staff Organization -Committee form of Organization -Matrix :
in
an
Structure
't
Commur-rication network refers to the regular pattem, system or structue designed or build up
along hierarchical or person to person relationship through which information flows in an orgdrnization. Communication network can b.e formal or informal. -Formal Communication networks are systems designed by management where the flow of information is along formal organizational structure. -The informal communication network is the transmission of information through nonoffrcial channels within the organization.
o o
Grapevine is the most commonly used informal commur'dcation network. It consist of rumors andgossips,andexistsoutsidetheformal.channels. The following tips lead to effective Communication at the work place. -Follow open communication Policy -Improve Listening Skills -Have the right mix of formal and informal communication -Un{erstand that clarity and consideration are the key to successful communication. -Al*ays Encourage two way Communication
22
Prepared O,
*.rrU"::lll}
o
JU.CMS
-r'
I r . .
Managing workplace diversity is a challenge for organizations and for employees working in the.
gaining momenhxn because of globalization technological advancements in.communicAtion and a multicultural work force.
Multicultural communication
is
of
marltets,
Key dimensions of culture are-Context, lndividualism, Formaligy, Communication style,

orientation and non verbal commrrnication.
Business Communication today is facing a number
and technology.
Time
'|
of challenges with regard to ethics, legality
2. What is a communication network? 3. Give four merits of a formal stntcture?
, l.
1.10 Terminal
Questions:
What is a Matrix structure?
4.
5. 6. 7, 8.
Explain grapevine as a form of informal commurication. Give some tips that lead to effective communication at the work place. Write a short note on Workplace diversity? ' Explainthe various dimensions of Write a short note on technical, legal and ethiceil considerationd of communication?
culture ,
l.llAnswers:
2. horizontal 3. formal .4. faster --. 5. rumors,gossips 6. expression .7. ethnicity . 8. direct - 9. group
=
10. control
l.
authority.
23
Preparetl by Mahak Balani Faculty JU-CMS Answers for the Tenninal Questions:
Ref,er to
section 1.2.2
Refer to section 1.3 Refer to section 1.4.2 Refer.to section 1.4.7 Refer to section 1.5 Refer to Section 1.6 Refer to Section 1.7 Refer to Section 1.8
Case
Study
I
In Hyderabad a maintenance employee of the Brigade constructions company
asked for three month leave of absence for personal reasons. The request was granted because it was in accord with the company and union policy. A few weeks later, Mr.Sudheer the industrial relations manager of the Bridge Constructions heard by grapevine that Mr.Raju actually has taken his leave to work on a construction project in another part of the state. The report was that Mr.Raju needed $ome extra money and he had taken his job in order to earn contract construction wages as an electrician because these wages were nearly twice th.rse earned on his regular maintenance
job. The act of taking leave for personal reasons, with the hidden purpose of working for another employer during the leave period was conhary to the labour contract and the penalty for this could be dismissal. After investigation to determine that the grapevine probably was correctl Mr.Sudheer prepared a notice of hearing concerning dismissal action to be mailed to Mr.Raju at his local address where his wife and children remained. The letter of notice was dictated by
Mr.Sudheer on Monday morning. The same night Raju called Sudheer at his home, saying that he had heard that the notice was being prepared and that he felt there was misunderstanding. He said that he wanted to return immediately, because he did not want to give up his permanent jc b. When Sudheer pressed him to learn how he know about his pending disririssal notice, Raju said that his wife had called him that evening telling him that at the local super market the mother of their son's friend had told her about the pending dismissal order.
do*.ra)
business Communication by Varinder
Kumar, Kalyani Publisher (2009) Pg272
Questions
case that both management and employees use the grapevine for their benefit? Discuss b) Explain various uses and disadvantages of grapevine in the organization.
Is there any evidence in this

JU.CMS
,
, MODULE 3
LISTENING
1.1 lntroduction
Objectives
1.2 Meaning of Listening

1.3 The Listening Process 1.4 Value ol Listening in Oral Communication
1.4,1 lmportance of Listening in Business settings
1.5 Types of Listening 1.5 Barriers to Effective Listening 1.7 Guidelines to make Listening Effective 1.8 Summary
1.9 TerminalQuestions
1.10
Answers
1.1
Introduction
"ih=Ee-tter you tisten, the luckier you will get" -Kevin Murphy
Communication is a process which involves both the sender and the receiver. Although the sender has to take care that the message is passed with clarity of thought and expression, the receiver also has to put in effort to be a good liSener. still it is the least is used the is th'c most importdnt skill in
U$sainsIt has been noticed that in an organizational
set up the higher you move in the organizational ibilitv to listen better. the sreater is a to listen at least as he needs talk. Too many people fail to reahze A gild manager needs that real iommunication goes in both directions."- Lea Iacocca
Companies today are emphasizing on the importance of listening as it is considered the most critical skill at the managerial level. It has been obserrred that companies where good listeners arc found turn out to become more effective organizations.
Ir
,r. :. ..ii.:;:
i;ij;
.,

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"In order to thrive in highly competitive rapidly changing environment services employees must learn to listen well"- Judi Bronwall
. ,,
One may not be born as a good listener but can develop the art of listening. A good listener knows the art of listening 'between the lines' and gets more than what the ipeakir intends to sonvey. A good listener also puts the speaker at ease so that'the speaker can give the best even if the speaker is not a good communicator. ln this unit we start off with understanding the concepti of Listening wilh its basic steps and
types.
The value of Listening is also discussed in detail, This unit also explains the barriers and the guidelines which can make listening effective.
to
Listenang
Learning bbjectives: After studying this unit; you should be able to: Know tfe concept of Listening Explain the process of Listening Describe the value of Listening in oral communication Explain the Types of Listening
Describe the Barriers to Listening Know the guidelines to effective Listening Let us know understand the meaning of Listening.
1.2 Meaning of
Listening
.l
Let us first understand the difference between hearing and listening.

"Hearing is with the ears, Listening is with the mind" -Davis
When you are hearing, sound waves stike the eardrum and you sense sound. Therefore hearing can be termed as a passive process whereas listening not only involves sensing sounds but interpreting those sounds to understand the meaning in the message. Thus listening means hearilrg with attention and concentation so that proper interpretations can be made. Now let us define listening. ' means receiving message in a thoughtful manner that leads to,an understanding of the "Listening L meanihg in the message". (Source: -Business Communication by Varinder Kumar and Bodh Raj, Kalyani publishers 2003,
pg
ll4)

JU.CMS
Johnson defines Listening "as the ability to turderstand and respond effectively to oral communication" It becomes necessary to understand the process of listening in order to learn the art of good. li.stening. T,et u.s now go through the process of Listening.
1.3 The Listening Process Thcrc arc four stcps in thc process of listening
l.
Ilearing- This is the first step in listening. Hearing means using the
2. 3.
4. Response -
k-nowledge,at@etc tlvaluation - After interpreting This - relates to should be eval

R99
sense organs and receiving the words sent by the speaker. Interprctation -.The next step in listening is interpretation. This means decoding l.he message and underptanding the message in your own way. This depends on-ifrdlifGnlrs
the meaning of a message, the next step is evaluation.
message
know whethEr the through verbal or non-verbal means.

1.4 Value of
umping to quick conclusions. to the . This helps the speaker to . Response to the message can be
Listening in Oral Communication Listening holds value in oral communication because listening accounts for about 45 percent of the time that we spent for verbal communication. Listening is also the first skill that we acquire in our ability to use language which is followed by speaking, reading
and
witing.
Listening is important at the entry level and also at the managerial level in thd course of a person's work life. It also plays a significant role for career advancement.
g can be summed up as | 'skills cant skill among all the four of communication narJrcly. and speaking as the time spent 6n listening is substantial whether you are a student or a professional, 4l ,a stuqent you havE to attend lectures,
l.
follows-
workshops, seminars etc. As a ilrofessional you have to enter into conversations or discussions with subordinates and superiors or you mziy have to attend seminars and confcrenccs which require you to be a good listener. 2. l,istening is vital for profefsibnal growtl]. It has been observed that an executive spends most of his working time in listening. As you move up the career graph, the time spent on listening increases, listening is most important at the managerial level as a manager has to listen to his subordinates as well as his superiors.

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3.
4.
Good listening leads to better iglerpersonal rqlatjlons, It builds an environment of trust and openness. Good listening opbns the door for free flow of communication and makes communication effective. Good listening is beneficial as it helps to understand and analyze the views expressed by others. It facilitates decision making, helps build good rapport with superiors and subordinates and makes an organization more effective.
I
1.4.1 Importance of listening in Business settings
o . o o o o c
Most Mos! Most Most Most Most Most
significant for entry-level position important for promotion to upper management i critical in distinguishing effective ftom ineffective subordinates critical for managerial competency needed for improvement in communication important for career competence important for organizational success
Self Assessment Questions: 1, Hearing is with the ears, Listening is with the---------------. 2. Johnson defines Listening "as the ability to understand and respond effectively to
4. 5.
3.
---communication" -----------is the first step in listenirtg. Response is the listencr's ------------------to the speaker. Good listening leads to better -------relations.
1.5 Types of
1.
Listening Listening can be of following typesActive Listening Active Listening is the most desirable type of listening where the listener actively to the speaket. Flere the listener xer corhfortable in deliverine the messase br like the the listencr not also retains it for ieca-flinp
Selective Listening
Selective Listening means
and listening to only those parts
hole
that part o olthe Here the listening process i!_pAE4tind the listener does not concentrate fully to the message. 'lhis may be because of yarious reasons like the speaker not being good communicatoylremature evaluation etc.
sp@im.
'
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3. SuperficialListening
Superficial Listening means pJg!9!ding._Jo listen. characterized by hearing alone where there is for better understanding. Here listener is Thc rcasons
gue etc.
4.
This
type
of listening
to
is
the
eM-9\>:ao*tthe
e
Empathic Listening Empathic Listening means
to understand by
entering
hr-TlsoTnffiding
s
the head and heart of the
speaker.
essage and reflecting on
it
'.
Let us now study the different baniers which hinder the process of listening.
1.6
Barriers to Effective
Listening
(nettt
O1
l. Physical Distractions- The physical environment affects the listening process. This includes extraneous noises like noise from vehicular traffic, noise of fans, noise of machines in factories, loud music, any kind of disturbing conversations happening around or any kind of mechanical disturbancb while using telephone, defeotive
2.
3.
4.
5.
6.
microphone or transmission failures. Prematurc evaluation- It is human tendency to arrive at hasty conclusions. Listeners intemrpt the speakers before letting them to cornplete the message. 'l'his breaks the thought process ofthe speaker and acts as a hindrance in the process oflistening. Egotism - Egotism is the greatest barrier in the process of listening. This is because the receiver considers himself as superior and refuses to listen to the speaker. Thc attitude of the listeners is negative towards the speaker and the listener considers his own thought and ideas as important. The receiver here has a closed mind which' makes listening difficult. Gap in speaking-thinking rate - The speaker speaks around 125 words per mi4ute and the thinking capacity of an individual is about 400-500 words per minute. Thus the mind processes the information faster than it is being said. This leads to wandering attention'and acts as a barier to listening. Selective Listening- Selective Listening can also be a barrier in communication. The listener listens to what interests him and leaves the rest of the message as undesired. This can be because of negative feelings or emotional blocks. Inadequate Training -Listening is an art which can be cultivated through piactice. Among the tbur skills in communication namely Reading, Writing, Listening and' Speaking, Listening is the most important and requires conscious effort and patience.
5.

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As educational institutes lay more emphasis on i'eading, Writing and

Listening remains the most undeveloped skill.
1.7 Guidelines to make
Speaking,
2. ' 3.
i.
Listening Effective The first rule of listening islo stop talking Listen with a positive attitude and open mind Remove all distractions such as putting the cell phone off, reducing noise by closing
doors etcl
4. Make listening whole rather than selective. 5. Make the speaker comfortable. 6. Pay attention to verbal messagcs also look for non-verbal 7, Do not arrive at hasty conclusions and avoid prejudging. 8. Be patient and show a desire to listen. 9, Make your listening active and attentive.
Self Assessment Questions:
clucs.
10, Ask clarifying questions lmd take notes to ensure retention.
6.------------Listening
I
.
d.
8.
-------to listen. SuperficiJ Listening *.*r --------------------Listening means listening with the intention to understand by entering
means selecting and listening to only those parts of the whole speech which appeal to the listener.
another person's frame of reference, words per minute and the thinking capacity of an individual is about 400-500 words per minute. 10. The first rule of listening is to stop--------------------.
9. The speaker speaks around
1.8 Summary o Listening is the most important skill in communication and is used the most but still it is the least developed skill among all the four skills in communication i.e. Writing, Reading, Speaking and Listening. "Listening means receiving message in a thoughtful manner that leads to an understanding of the meaning in the There are four steps in the process of listening
e .
message".
Importance of listening in Business settings-
Prepared by Mahak Balanl
Faculty
,l
JU.CMS
;
I
Listening can be of following rypesF Active Listening ' ) Selective Listening
Barriers to Effective Listenin
D Physical Distractions
FPremature evaluation FEgotism D Gap in speaking-thinking rate F Selective Listening Dlnadequate Training
1.9 Terminal questions.: 2. Define Listening? ii,' 3. What are the steps inf,istening? 4. What is the value of Listening? 5. What are the types of'Listening? 6. Wha't are the barrlers to effectlve Llstening? ?. Glve some guldellnes to make llstening effectlve.
1.11 Answers:
.' -
'
p. Empathic 9. 125
1, Mind 2. Oral 3. Hearing 4. F:edback 5. interpersonal 6. Selective 7. Pretending

r

Faculty
t-
Ju-crus
10. talking
I
Answers for the Terminal Questions:

Refer to section 1.2. Refei to section 1.3. Refer to section 1.4. Refer to section 1,5, Refer to section 1.6, Refer to Section 1.7.
Case Study Farewell Speech The farewell dinner was on. The vice president was being given a frrewell by the employees with whom he Camaraderie, reflebtions, sharing of thoughts and memories uld sum up the mood of the party, f'he C]EO walked in to j uested to deliver a short ,p...fi tooting at the mood and the spirit of the occasion. The CEO, an eloquent speakei, stood up and delivered a great speech, marked with gcntle humor, about life aftcr retiremint, what thc vicc prcsidcnt meant to the company and to him personally, h6w he had reached such heights and yet never compromised his values, and that his. exit would be a difficult space to fill in, As the CEO spoke, all eygs were fixed on him. Most employees were serious, watchful and paying full attention. Some were clearly indifferent. A few proactive listeners hoWever, enjoyed every bit of what the CEO said which was quite evident from their body language. Their smiling faces, twinkling eycs and occasional head nods, in agreement with what the speaker said, were indicative of their level of involvement and enjoyment. In other words, they had tumed themselves to whatever the CEO was saying. However midway through his speech, the CEO sensed that his speech was becoming a little too stretched he cut short his speech and wished the vice piesident all the good health and
peacc.
1. 2,
dft:
Did everybody receive the message the same way? Why? How do listening skills differ according to place, person and time? Explain in the context
situation.
for.
Module 4
Oral Communication
1.1 lntroduction
Objectives
1.2 The Business Presentation 1.3 Types of Presentations
l.4Types of Delivery 1.5 Process of delivering Prescntatioris

1.6
t.
Summary
1.7'l'erminal Questions
1.8 Answers
1.1 lntroduction
'
ln module 3, we studied the importance rf 'listening skills'. Now let us know the value of organizational hierarchy you need the ability to present your ideas and plans effectively. This is significant not only in terms of your organization's reputation but also for your, career progress. Depending on the kind of organization you work for and thet responsibilities that come under the purview of your area of work, you would be expected to make a number of presentations in business meetings, seminars and conferences. The basic objective behind any presentation is to attract the attention of the audience and maintain their interest and enthusiasm throughout the presentation. Thus delivering presentations successfully is an art, which is worth learning. This unit will facilitate you to understand business presentations through studying the types of presentations and types of delivering a presentation. This unit also guides you through each stage of delivering a presentation from the initial preparation to the successful completion of a business presentation.
of speaking through studying 'presentation skills'. As you move up the ladder
After studying this unit, you will be able to-
r.2 THE BUSINESS PRESENTATTON

t
A Business Presentation is a formal talk addressed to one or more people and presents'
ideas or information in a clear, structured way.

(Definition Source: - Business Communication by Meenakshi Raman, Prakash Singh, Oxford University Press (2008))
As a presenter you need to learn the skills required to make an effective presentation. Piesentations would be made to internal or external audiences. Presentations within the organization include briefings, project proposals etc. Presentations outside the
organization include selling products and services to potential customers.
1.3 ryPES OF PRESENTATIONS
1.
lnformative presentations- lnformative presentations are knowledge based in nature. The basic purpose of an informative presentation is to give informationrto the audience or to teach the audience something which they are unaware of.
Example
Orientation for new employees.
2. Persuasive
Presentations- Presentations which are made to persuade the audience to act or believe in a particular manner are known as pe6uasive
presentations. These presentations provide information and help the audience in decision-making. Example - A sales presentation to convince a potential customer to buy a product.
I .
1.4 TYPES OF DELIVERY I,et us now study, the types of delivering presentations. Presentations can be delivered in the following ways-
1. The Manuscript Delivery 2. The Memorized Presentation 3. The Impromptu Presentation
I
I
j'
4. Extemporaneous Speaking.
. .
fJ
THE MANIJSCRTPT DELIVERY
A Manuscript Presentation is read 'word for word' from a typed manuscript. As manuscript presentation is delivered from a typed script the presenter has good control over its content. This proves to be advantageous only wherr manuscripts are read suffioient vocal expressiveness and good eye contact. Manuscript presentations are suitable when a policy statement by government has to be read out to the public oi'at the time of presenting testimony at the court of law or in case of message that has to broadcast.
with be
.
,
2.
THE MEMORIZED PRESENTATION
The Memorized Presentation requires the presenter to memorize the presentation 'word for word' and recite it thereof, A full presentation if memorized may lead to
skipping important points when interrupted by the audience. Moreover there might be an inherent fear in the mind of the speaker of suddenly forgetting the content, going blank or loosing the chain of thought. Memorizing a presentation is a time consuming process and lacks the natural flow of thoughts, which is a necessary feature of a good presentation.
3.
THE IMPROMPTU
PRESENTATION
lmpromptu presentations are to be delivered on the spot without preparation in situations where the callto speak comes unexpectedly. There.might be situations where you get an unexpected call by your boss to speak in a meeting briefing about a project that you are working on or talking about a problem that needs to be addressed. These situatiortrs can be handled properly without putting your job reputation at stake by anticipating and preparing in advance.
4.
EXTEMPORANEOUS SPEAKING
An Extemporaneous presentation is carefully planned and is delivered with the help preserrtation is delivered in a natural manner in a conversational tone. You can have good control over the conteirt if you practice the art of delivering such presentations. Here the presenter is able to adapt and modify the presentation according to the audience. A Business presentation delivered extemporaneously has good impact on the audience as the presenter is relatively free of written material since the presenter delivers the content from an outline and not a complete text.
of an outline. This type of
Self Assessment Questions

1.
presentations. Orientation for new employees is an example for ... Presentation is read 'word for word' from a typed 2. A Manuscript ...Presentation requires the presenter to memorize the 3. The presentation 'word for word' ahd recite it thereof. 4. .....presentations are to be delivered on the spot without preparation in situations where the call to speak comes unexpectedly. 5. An Extemporaneous presentation is carefully planned and is delivered with the
Prepared by Mahak Balani Faculty .IU.CMS
1.5 PROCESS OF DELIVERING PRESENTATIONS
1" Plan and organize the presentation

The first step is planning and organizing the presentation. This covers basic parts of a speech namely-introduction, body and conclusion.
(i) lntroduction ' The main goal of an effective introduction is to get the attention of the audience, state
the purpose of the presentation and preview the main points. You can attract the attention of the audience through a quotation, story or humour, .After getting audience attention make sure to clearly state the topic of your presentation without creating suspense for long. After stating the topic of your presentation the n-ext element for your introduction is to the preview your topic. This prepares the audience for the rest of your speech.. Thili is where the audience considers the main points covered in yoyr presentation.
(ii)
Body of the presentation
The message to be conveyed has to be well organized. The presentation should ideally consist of three kleas. The whole message should be divided into various subtopics for clear understanding. The main idea should consist of the facts that are required to support the I
message.
(iii) Conctusion
Conclusion is the last impression you make in the mind of the audience. Here the main points of the presentation have to be reviewed, The conclusion also holds
impo5tance as the introduction. Therefore attention getters can be used while concluding a pre'sentation. A good ending helps to create a positive impression and also ends on a favorable note towards the speaker.
2.. Compose the
content of your presentation
. The second step is tb compose the content of your presentation as a full text. You should try using simple and short sentences while preparing the content of your prdsentation. You should also try using familiar words instead of jargons. The main idea should be to make people understand what you intend to say using simple language
rather then making it ornamental.
3. Prepare an outline of your presentation The full text of your presentation should now be transformed into an outline. Outlines will help you to deliver your presentation effectively. The outline can be in the form of key points and key words. These key points and,key words can be typed on index
4
Prepared by Mahak Balani Facultyl
JU-CMS
cards to be used as supporting material during the delivery of your presentations. These cards should also be numbered. You can also write instruction for yourself like "show slide Nol5 here" or reminders like 'look up " etc.
4. Memorize the beginning and end of your presentation

It is not a good idea to memorize the entire presentation but you can memorize the beginning and the end of your presentation. Memorizing the beginning of your presentation will create a positive impression on the audience, as you would start off by looking directly at your audience. Hereafter you can refer to the outline prepared on the index cards. While you are concluding your presentation be relatively free of the written outline by directly conversing with the audience. This would leave a favorable impression and showcase your control over content.
5. Practice your presentation

This step is the most significant and should not be skipped. lt is known fact that "Practice makes a man perfect'. You should practice your presentation from the beginning till the end. Remember to time your presentation considering that you tend to speak faster in front of the audience. lf possible ask your friends or colleagues to give feedback on your practice session. The more you practice the better will be the delivery of your presentation.
6. Deliver your presentation

'While delivering a presentation both body language and paralanguage plays a critical role. Body language includes the use of eye contact and body movements.
Regular eye contact with the audience helps a presenter to know whether the audience ls getting the message properly. Other body movements like using facial expression, hand gestures, relaxed posture etc also contribute in making a presentation effective. Paralanguage includes the quality of voice, rate of speech, volume, pronunciation etq You should'take care of 'paralanguage' in order to make your voice expressive.
7. Evatuate your
presentation
After delivering a presentation you should always evaluate your performance. A checklist can be prepared to know the effectiveness of your presentation in terms o! content or delivery. I The areas to be checked in terms of content can be i Proper lntroduction ii Proper organization iii Use of supporting material iv Proper use of language . v Proper conclusion The areas to be checked in terms of delivery can be i Proper Eye contact ii Gestures
I
iii
vi
Facial Expressions
v Pitch and rate of speech

Stress on words
I
iv Volume of Speech
vii Plonunciation
i
Self Assessment Questions :
6.
7.
8.
The first step in delivering a presentation is ...and organizing presentation. is the last impression you make in the mind of the audience The second step is to compose the content of .your presentation as a
..,
9.
The outline of the presentation can be in the form of key points and key 10. While delivering a presentation both body language ...... plays a critical role.
a;td
,, '
1. 2. .3.
1.6 Summary
presents' ideas or information in a clear, structured way. Informative presentations Persuasive Presentations The Manuscript Delivery The Memorized Presentation The lmpromptu Presentation Extemporaneous Speaking.
4.
' Vll.Evaluate your presentation
Plan and organize the presentation ll,Compose the content of your presentation lll.Prepare an outline of your presentation lV.Memorize the beginning and end of your presentation V. Practice your presentation Vl, Deliver your presentation
L
l.TTerminal Questions :
2. 3t
l.
What is a Business presentation? What are the types of presentations? What is a manuscript delivery?
I i .,
4. What do you mean by extemporaneous presentation?
5.
Explain the process of delivering presentation.
l.SAnswers:
Answers
ti.-ir?:ffi,lTsment 2. Manuscript 3. Mcmorized 4. Impromptu 5. Outline 6. Planning 7. Conclusion 8. F'ull Text 9. Words
10. Paralanguage
Questions
'
Answeru for the Tenminal Questions: Refer to section 1.2. Refer to section 1.3, Refer to section 1.4. Refer to section 1.4. Referto section 1.5.
:!
Prepared by lllahak Balani Faculty JU.CMS
Module 5
1.1 lntroduqtion
Employment Communication
Objectives
1.2 Resumes
1.2.1 Parts of a Resume 1.2.2 Types of Resume/Resume Styles

1.3 Cover Messages ' 1.4 lnterviewing
1.4.1 Types of lnterviews
1.4.2
Tips for conducting yourself during an lnterview
1.5 Follow-up Letters
1.5.1 Application or Resume follow-up letter 1.5.2 lnterview follow-up letter

1.7 Terrninal Questions 1.8 Answers
1.1 lntroduction
ln module 4, we studied the importance of 'presentation skills'. Now.let us know the importance of 'Employment Communication'. Afler you graduate, you would have to
prepare for employment by identifying your interest and choosing a career path that best
suits your interest. Therefore it becomes essential for you to learn'how to promote
yourself by writing a persuabive resume and an effective cover letter.
successful application will be followed by an interview with a
progpective employer. At times you need to write a follow-up letter if the prospective employer is not responding to your application.
This unit will help you in preparing for employment taking you through the first step of writing a persuasive resume and an effective cover letter followed by preparing for an interview and writing follow- up letters.
Learning objectives
After studying this unit, you should be able toKnow the basics of resume writing
I
>l
Underrtand the basics of lnterviewing
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1.2 Resumes
A resume is a record of one's personal details prepared by an applicant for seeking

job. The purpose of the resume is to get a job interview.
1.2.1 Parts of a Resume
,1, Main Heading- The main
' . 2 , . 3 t1
\
heading should be kept simple. The drst item on the resume should be your name. Your address, phone number and e-mail address shoutd be
clearly written.
Career Objective- This is a short statement of your expertise and interest. The objective
,helps the recruiter to find where the applicant can fit into the company.
Education- The next irnportant component on your resume is your education. This
would include your degree, college name and address, course and marks.
Work Experience-lf your work experience is related to your job objective and significant. enough, this information should be given before education. Write the employer details,
dateg of employment, job title, duties and accomplishments for each position stated.
,l
(l
.)
Capabilities and Skills- List your special skills and capabilities that you have acquired
through training or experience.
t.
Awards and Honors-State the details of the awards, scholarships, honors and
recognitions that you have received.
I
Personal Data- lnformation about gender, religion, marital status should not be given.
Hobbies, interests and willingness to relocate can be given since some companies
would want to have such details.
2
Prepared by Mahak nutun{ Faculty JU.CMS
fteferences-The names and addresses of references need not be included on the

resume but should be produced on demand. 1.2.2 Types of Resumes / Resume Styles
1. Ghronological
This style may be preferred by some recruiters as it reveals education and experience record of a candidate quickly. ln this style work history is given starting with the most recent job first. Candidates who have considerable work
experience and
a good career growth without gaps opt for a
chronological'
resume. Figure 1 showcases a sample chronological resume.
2. Functional
This style is preferred by fresh graduate,; and also those who lack considerable work experience. ln this style candidate's skills are emphasized. These skills can be listed under different categories like management skilis, marketing skills or communication skills. Figure 2 showcases a sample functional resume,
3.
Combination
This style is preferred by candidates who have recently graduated as it gives

them a choice to list what they are capable of doing for a prospective employer. This style is a combination of the best features of both the above styles. lt not
only emphasizes a candidate's capabilities but also job experience. Figure

showcases a sample combinational resume.
tr-aculty
JU.CMS
tr'igurel : Sample Chronological resume
ROBERTA M.SANCHEZ
'
Phone: (708)814-9322
1148 Lambert Road
Napewille,II60144
E-mail : rsanchez@sprint.com
OBJECTMS
Position wit\ financial services organization installing accounting software and providing user support, where computer experience and proven communication and interpersonal skills can be used to improve ' operation. EXPERIENCE Accounting software consultant, Financial Spccialists, Elmhurst,
Illinois
June 2002 to present Design and install accounting systems for business such as 21tt
'
Century real Estate,Illinois Insurance, Aurora Lumber Company, and others r Provide ongoing technical support and consultation for regular clients . Help write proposals , such as recent one that won $250,000 contract Office Manager (part-time), Post Premium, Naperville, Illinois August 1998 to may 2002 . Conceived and implemented improved order processing
. . r .
and
filling
system
$anaged computerized accourting system; trained new employees to use it
Helped install local area network Bookkeeper (part-time), Sunset r\vionics, Downers Grove, Illinois August 1996 to May 1998 . Kept books for small airplane rental and repair service. tunctions including quarterly
i
Llr*ffiffiibookkeeping
Prepared hy Mahak Balani Faculfy JU-CMS,
EDUCATION
College of DuPage, Glen Ellyn, Illinois Associati of Arts degree in business administration, June 2002 GPA in major 3.614.0 Computer Associates training seminar, summer and fall 2002 Certificate of completion Seminars in consulting ethics, marketing and ACCPAC accounting software
SPECIAL SKILLS
HONOR
AND ACTMTIES
Proficient in Word, PageMaker, Lotus and EXCEL Skilled in ACCPAC plus, MAS90, and Solomon IV accounting software Dean's list, 3 semesters Member, Beta Alpha Gamma (business student honorary) Member, Academic Affairs Advisory Committee, College Dupage, 1999-01
. .
of
of Business Communication by Mary Ellen Guffey, Soutli Western,2004 pg 37 l) ilhomson,
(Source
- Essehtials
Figure2: Samplc Functional rcsumc
DONALD W. VINTON 2250'turtle Creek Drive Monroeville, Pennsylyania 15 146

Phone (412) 724-4981 E-mail :dwvinton@aol.com
OBJECTIVE -. SALES/ MARKETING SKILLS '
Position in sales or marketing with opportunity for advancement and Demonstrated lawn care equipment in central and westem Pennsylvania Achieved product sales amounting to 120 percent of forecast in competitive field Personally generated over $25,000 in telephone subscriptions as part ofpresident's task Force for the Penn
travel r . .
,,

Foundation Conducted telephone survey of selected business in two counties to determine poteirtial users of farm equipment and to promote company service Successfully served 40 or more retail customers daily as clerk in electric appliance department of national home hardware store
)
COMMUNICATION SKILLS
Conducted survey, analyzed results, and wore a 20 -page report regarding the need for developing a recycling program at Penn state Presented talks before selected campus classes and organization encouraging snrdents to participate in
ORGANIZATIONAL /MANAGEMENT SKILLS
EDUC4TTON
recycling program , Spoke for award -winning delegation defending U.S. policies before mock U.N meeting Announced sports news for WGNF, college radio station Helped conceptualize, organizb and conduct highly successful campus campaign to register student voters Schedule events and ananged weekend student retreat for I Newman Club I Trained and supervised two counter employees atPizza Bob's Oiganized courses, extracurricular activities and part time employment to graduate in seven semesters, earned 3.4 grade point average (A=4.0) Pennsylvania State University, State College, PA. B.S, 2002 Major: Business Administration with sales and marketing emphasis GPA in major 3.6 (A:4.0) Community College of Allegheny County Monroeville, PA courses in General studies and ljusiness Administration
2000-2002, Pizza Bob's, state college, Pennsylvania Summer I 9 99, Bellefonte Manufacturer Representatives, Pittsburgh Summer 1996, Home Depot, Inc, Pittsburgh Basketball, soccer, mountain biking skiing
EMPLOYMENT
INTEREST
(Sotrce - Essentials of Business Communication by Mary Ellen Guffey, Thomson, South Western,20 04 pg 372)
Faculty '
JU.CMS
f igure3: Samplc Combination Resumc
Residence (608)
938-3195
SUSAN R SNOW Route 2, Box 180 Dodgeville, Wlsconsin 53533

Message (608) 938-4399
SKILLS and
CAPABILITIES
EXPERIENCE
Keyboard 70 wpm with accuracy Take symbol shorthand at 90 wpm with accurate transcription . Skilled in the production of legal documents and correspondence r Competent in producing mail able copy from machine transcription i 1 Experienced in personal computer use, including the following software: Word, Lotus and Excel . Ability to perform office tasks and interact, effectively using excellent written and oral communication skills r Word Processing Operator 1, Limited-term employee University of Wisconsin -Madison, May 2002.to August 2002 ' r Transferred confidential letters, memo, reports and other documents from machine dictation using Word Me . Proofread documents for other operator, marking grammar and content errors Student ,\ssistant Southwest Wisconsin Technical College, Pennimore, WI 53809, June 2001 to August 2001 . Typed memos and input financial aid data on terminal to mainframe, printed and verified monthly report totals for $70,000 budget \ . Helped financial aid applicant understand and complete five-page form . Screened inconring telephone calls for supervision ahd three counselors Part -Time Cook and Cashier Soupttr Subc, Fennimore, WI 53809 May 2000 to May 2001 Prepared menu items, accepted iustomers payments and balanced cash drawer
.
.
',
JU.CMS
EDU.d,o*
ACTIVITIES AWARDS
AND
Southwest Wisconsin Technical colleen !-ennimore, WI 53809 Major : Office assistant and word processing specialist programs A.A degree expected May 200. GPA in major: 3.6 (4.0 =A) . Received the Fennimore Times award from Southwest Wisconsin Technical college Foundation for academic excellence and contribution to campus life Elected secretary of Business Professional of America club; Represented SWTC chapter at sales and national
competitions
Professor Lois
REFERENCES
Ms. Shirley A. Yost College of Letters &
. ,,
Spience
University of Wisconsin Madison, WI53489 (413) 390-44e1
SW Wisconsin technical College Highway 18 East Fermimore, WI53809 (608) 822-8931
Wagner
Mr. James W.Loy

SW Wisconsin technical College ' Highway l8 East Fennimore, WI53809 (608) 822-8749
Essentials of Business Communication by Mary Ellen Gutfey, Thomson, South Westem,20}a pg374)
(Source
1.3 Cover Messages
Your resume should be accompanied by a persuasive cover letter. This letter is a

communication from the applicant to the prospective employer, which highlights the applicant's interest and qualifications with respect to a job position.
The cover letter introduces the major aspects covered in the resume and highlig\ts the strengths of the applicant with the goal of getting a call for an interview. A cover
letter should have attractive opening, an interesting continuation given in the body of
the letter and an ending which compels or motivates the prospective employer to
take action.
I

Figure 4: Sample Gover Letter
Kendra A. Hawkins
1770 Hawthorne Place, Boulder, CO 80304
May 23, 2003
Ms. Courtney L.Donahue
Director, Human Resou!'ces Del Rio Enterprise Denver, CO 82511
Dear Ms. Donahue Your advertisement for an assistant, product manager, appearing May 22 in seciion C of
the Denver Post, immediately caught my attention because my education and training
closely parallel your
needs.
According to your advertisement the job includes'assisting in the coordination of a wide range of marketing programs as well as analyzing sales results and tracking marketing
budgets'.
A recent internship at Ventana Corporation introduced me to'similar
task.
Assisting the marketing manager enabled me to analyze the promotion, budget and overall sales success of two products Ventana was evaluating. My ten page report
examined the nature of the current market, the product's life cyctes and their sales/profit return. ln addition to this research, I helped formulate a product rnerchandising plan and answered consumer's question at a local trade show lntensive course work in marketing and management, as well as proficiency in computer spreadsheets and databases, has given me the kind of marketing and computer training
that Del Rio probably demands in a product manager. Moreover, my recent retail sales
9
i
'
Prepaied by Mahak Balani Faculty JU-CMS
experience and participation in campus organizations fave helped me develop the kind of customer service and interpersonal skills necessary lror an effective product manager. After you have examined the enclosed resume for details of my qualifications, I would be happy to answer questions. Please call.me to arrange an interview at your convenience
; i :
so that we may discuss how my
marketing experience, computer training and
interpersonal skills could contribute to Del Rio Enterprise.
Sincerely,
Kendra A Hawkins
I
I
(Sdurce
Essentials
of Business
Communication by Mary Ellen Guffey, Thomson,
South Westerp,2004)
Self Assessment Questions
1,
A.,.,..
.is a record of one's personal details prepared by an applicant for
seeking a job.
,,
2. Candidates who have considerable work experience and a good career growth resume. without gaps opt for a ... Style is preferred by candidates who'have recently graduated 3
as it gives them a choice to list what they are capable of doing for a prospective
mployer..
4.
The
...
......letter introduces the major aspects covered in the resume and
highlights the strengths of the applicant with the goal of getting a cal! for an
interview.
l.4lnterviewing
An 'interview' may be defined as a conversation between two parties that is the interviewer and the intervievrree that is structured and prepared to achieve a purpose
through exchange of information.
r0
I
JU.CMS
1.4.1 Types
of lnterviews
Employment interviews
are generally oi two types: Screening interviews and

I
Hiring/Placement interviews.
Screening lnterviews
Screening interviews screen candidates to eliminate all those who do not meet minimum
requirements. Companies either use professionals or screening tools like computer

programs to screen out unqualified candidates.
Hiring /Placement lnterviews Hiring /Placement interviews are conducted for candidatds who are seleoted from
screening interviews. These interviews are conducted io kqow whether the candidates
would fit into the job position.
1.4.2 Tips
for conducting yourself during the interview
'
1. Establish and maintain eye contact and be confident. 2. Do not showcase your knowledge. Answer to the point. 3. Have a positive approach towards the organization. 4. Focus on your strengths. 5. Do not criticize ybur previous employer. 6, Be prepared to answer the salary question. 7. Be prepared to ask any question about the job and the oigailization
interview has gone well.
if the
8. Conclude on a positive note by thanking the interviewer

interest for obtaining the job. 1.5 Follow
and expressing
-up Letters
Employment communication may also involve writing follow-up letters. Follow-up letters can be written io know the status of your application when one's resume has not got any response after a reasonable period of time or after a job interview.
1l
JU.CMS
1.5.1 Application or Resume follow-up letter
When a prospective employer has not responded to a resume, a follow-up letter can be written to check the status of your application.
Figure5: Specimen Application or Resume foltow-up tetter

'l
Dear Ms, Lopez:
Please know I am still interested in becoming an administrative support specialist with
auad, lnc.
:
Since I submitted an application in May, I have completed my schooling and have been employed as a summer replacement for office work'ers in several downtown offices. This
experience has honed my word processing and communication skills.

introduced me to a wide range of office procedures.
t
lt
has also
Plea{e keep my application in your active file and let me know when I may put my formal
training, technical skills, and practical experience to work for you.
Sincerely,
Randa Adwin
(Source
Essentials of Business Communication by Mary Ellen Guffey, Thomson,'
South Western,2004 pg 415)
t2

I
1.5.2 lnteruiew follow-up letter
An interview follow -up letter is a brief letter of thanks written after a job interview. lt also acts as a reminder of your visit to the company for an interview.
Figure 6: Specimen lnterview Follow-up Letter

i
Dear Ms. Cogon:
Talking with you Thursday, May 23, about the graphic designer position was
informative and interesting.'
both' '
Thanks for describing the position in such details and for introducing me to. Ms. Thomas,
the senior designer. Her current project designing the annual report in four'colors on a Macintosh sounds fascinating as well as quite challenging
Now that l've learned in greater detail the specific tasks of your graphic designers, l'm more than ever convinced that my computer skills can make a genuine contribution to
your grdphics productions. My training in Macintosh design and layout ensures that
could be immediately productive on your staff.
You willfind me an enthusiastic and hard-worker member of any team effort. I 'm eager
to join the graphics staff at your Santa Barbara headquarters, and I look forward to
hearing frorn you soon. Sincerelv.
t''
Raymond Adio
t3
Prepared by Mahak Balani f,'aculty JU.CMS (Source
Essentials of Business Communication by Mary Ellen Gufiey, Thomson,
South Western,2004 pg 41 5)
Self Assessment Questions:
,t
5. Employment
interviews are generally of two
types:
...interviews and
'
Hiring/Placementinterviews.
6. ..letters can be written to know the status of your application when _ one's resume has not got any.response after a reasonable period of time or after . ajob interview.
7. An
intervibw follow-up letter
....interview.
is a
brief letter
of thanks written after
{.6 Summary
A resume is a record of one's personal details prepared by an applicant for

seeking a job. Resumes can be of three types -Chronological ,Functional, Combination
The cover letter introduces the major aspects covered in the resume and highlights the strengths of the applicant with the goal of getting a call for an
interview.
An 'interview' may be defined as a conversation between two parties that is the interviewer and the interviewee that is structl'red and prepared to achieve a
purpose through exchange of
, information, ' Employment interviews are generally of two types: Screening interviews and
Hiring/Placement interviews, Follow-up letters can be written to know the status of your application when one's resume has not got any response after a reasonable period of time or after a job
interview.
r4
Prepared by Mahak Balani Faculty JU_CMS.
1.7 Terminal Questions:
1. Whatis
a resume?
t.
2.
3.
What is a functionalyesume? What is a cover message? Elaborate on the types of interview.

during the lntervbw.,
4.
5. Gfve th tips for conduc,ting yourseff 6. \Mrat are follow-up letters?

1.8 Answerg:
I
Answers for the Self Aseessment Questions:
1. resume 2. chronological 3. Combination 4. cover 5. screening 6. Follow-up 7. job
Ansrerc for the Terminal Questlons:

Refer to section
.:
1.2.
'
,
Refer to section 1.2.2
Reler to section 1.3
REferto secilion 1.4.1

Refer to section 1,4.2
Refer to eection 1.5

t
15

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'A'.

Prcpared by lVlahnk Balani .t Facult$ JTI-CMSI

Introduction to Business Communication

Prepared by Nlahak Balani Faculty JU-CMS

also promote a spirit of understanding and cooperation at

After stud4fai$thh'rtanittypostrould be able

1.2 Meaning of Business Communication:

Prepared by Mahak nrlrri Faculty JU.CMS

Let us now define 'Communication'.

1.2.1 Definition of 'Communication' :-'

rng information a1d unddrstanding ftom'one

"Communication is an exchange of facts, ideas, opinions or emotions by two or

W.H. Norman & Summer

1.3 Objectives of Business Communication:

of Communication in an organization. Let us now go through tlie basic

After studying the features of Communication you need to understand the

Prepared by Mahak Balani Faculty JU.CMS

One of the objectives of cbmmunication is need information to. discharge 6-asic

AD\[CE: Giving advice is an important

objective of communication. Advice

come from people at the

The lower level

4. ORDER: An order is a directive issued takine a course of action. Order is auth

Orders are considered . Order is always internal specific. Simple language,

try to improve performan

Prepared by Mahak Balani Faculty JU-CMS

i 1.4 Process of Communication

Prepared by Mahak Balani Faculty JU.CMS

The basic elements in any communication process are as follows:

in a symbolic form is called

CHANNEL: Medium through which a communication

message travels is called

Ch-annet. For example: telephones, e-mails, letters, memos etc.

communication message is called

TWO WAY COMMITNICATION; There is active feedback fromthe receiver

The following factors may affect the encoding prgcess.

for taking a course of action.

Verbal comrirunication is further divided into wriffen and oral communication.

Oral communicqtion- Oral communication refers to the spoken words in

Prepared by Mahak Balani Faculty . JU-CMS

body hnguage of the person who is

Iudes the overall

borlyjosttue, the lso beiffie form

Types of Non Verbal Communication

Prepared by Mahak Balani Faculty JU.CMS

It arises due to the

Examples of Informal communication-Having

close friend, Online chatting are examples of informal communication.

Prepared by Mahak Balani Faculty JU.CMS

It:rises du9-.1!1l the

1.5.3 Dimensions of Communication-Vertical,and Horizontal

s I Exampte Production Man Season is an

Horizontal Communication- Horizontal Communication refers

Prep*ned by Mahak Balani

MERITS OT' ORAL COMMTINICATION

Allows immediate feedback

DEMERITS OT bN^IL COMMTINICATION

MERITS O[' WRITTEN COMMT'NICATION

MERITS OF FORMAL COMMU\ICATION

DEMERITS OF FORMAL COMMT'MCATION

Time consuming Increases workload Creates communication gap

Prepared by Mahak Balani Faculty