Need For Communication PDF

NEED FOR COMMUNICATION Man's basic needs are said to be food, clothing and shelter. However, while deducing these needs, certain functional abilities like movement, speech & rational thinking are taken for granted as gifts mankind is born with. So, one cannot deny that these functional abilities ar...

NEED FOR COMMUNICATION Man's basic needs are said to be food, clothing and shelter. However, while deducing these needs, certain functional abilities like movement, speech & rational thinking are taken for granted as gifts mankind is born with. So, one cannot deny that these functional abilities are of paramount importance. In fact, ability to move, work, think and communicate becomes the means by which man is able to acquire his other needs. In fact, an oft used potential of mankind is his rationality and this is able to find suitable expression through his ability to communicate. So, communication is a social procethat is vital for human survival. Communication makes it possible to exchange opinions, thoughts and meanings through spoken words, written text, nonverbal sounds, physical gestures, facial expressions and even dance or combinations of these. In today's world, there is so much to know so quickly that the role of communicator has become very important. The world is experiencing communication revolution and communication explosion. Communication is essential to all human associations. Good communication does not mean only giving orders but creating understanding. It aims at imparting knowledge as well as helping people gain a clear view of the meaning of knowledge. There are three primary reasons people communicate: to make or maintain relationships, to share or receive information, and to persuade expression. It helps us to move towards success. Good communication has the potential to contribute to overcoming the problems like ignorance, poverty, malnutrition, illiteracy and to the attainment of the goals of economic and social well beinThe word communication is derived from the Latin word 'Communicare' which means' to make common'. Communication involves the transfer of information, ideas, emotions, feelings etc between people. Communication must ensure that this transfer takes place effectively, bringing about an understanding response from the receiver of the message. When this exchange takes place between two individuals, it is referred to as interpersonal communication. When it is addressed to a larger group, it is called mass communication. Communication is an important aspect of behavior and is affected by all factors influencing human behavioCommunication has been defined differently by different theorists. According to the American Management Association, 'Communication is any behavior that results in an exchange of meaning According to Peter Little, 'Communication is the process by whichinformation is transmitted between individuals and/or organizations sothat an understanding response results. Koontz defines Communication as' the means by which organized activity is unified, behavior is modified, change is effected, information is made productive and goals are achieved.' William Scott says, 'Administrative Communication is a process which involves the transmission and accurate replication of ideas ensured by feedback for the purpose of eliciting actions which will accomplish organizational goals.' These definitions show that communication involves : (i) The sender's ability to transmit his own ideas accurately, (ii) The receiver's mental ability to get the accurate ideas as transmitted, (iii) A feedback by the receiver, and (iv) An action directed towards PROCESS OF COMMUNICATION Communication begins when the sender feels a need to share an idea or thought in his mind. The purpose of the sender could be to inform or to persuade or to motivate the receiver. Simillarly, the message could make use of verbal or non-verbal symbols, words or signs. Thus, the sender and the message are the first two components in the process of communication. Once the sender has decided on his message, he has to plan his process of encoding and the channel for sending the message to the receiver. While encoding the message the sender must use symbols which will have the same meaning in the mind of the receiver as was prevalent in the mind of the sender. The sender then decides to use verbal, nonverbal, visual or electronic medium on the basis of the nature of the message, the urgency or importance of the message, the number of receivers, the cost factor, and the relation between the sender and the receiver. During this process noise in the form of a disturbance, or the use of ambiguous words should be avoided. So the encoding process, the medium and the receiver form important components in the process of communicatThe receiver then decodes the message based on his personal experiences and assessment of the symbols used. He then provides feedback to the sender or responds to him. It enables modifying of communication method or the message by the sender in order to increase effectivity. Communication is said to be effective only when feedback has been provided. Hence the decoding process and feedback are the most important components in the process of communication. The communication process may be diagrammatically represented as follTo sum up, the factors involved in the communication process are: (a) Sender: The one who feels the need to share a thought in his mind and initiates the communication process is called the sender. Before encoding the message according to the nature of receivers, the sender takes decision about how to transmit the message and selects a channel. (b) Message: The idea which germinates in the mind of the sender and which the sender desires to share with the receiver(s) is called the message. Message is the basic building block of all messages. (c) Encoding: The process of encoding involves drafting the message in the form of words, images, pictures etc. in accordance with the language prowess, interest and maturity level of the receiver(s). (d) Medium: Medium involves a channel or system of communication through which the message is transmitted between the sender and the rReceiver: The receiver is the one who finally gets the message transmitted by the sender. He then interprets it as per his own understanding before responding to it. (f) Decoding: The process of decoding involves deciphering the message coded by the sender in the form of words, images, pictures etc. according to his own ability. When the receiver decodes the message, understanding takes place. (g) Feedback: The response given by the receiver to the sender on receiving and understanding his message is called as feedback. Good business communication should always be a two-way process. A response or two way communication is only possible when the message by the sender is understood by the receiver and he either indicates his understanding by a small nod or his lack of clarity by asking questions. This response or feedback is therefore considered the backbone of the communication process and communication is said to be incomplete without feedback. On receiving the feedback, the sender can modify his communication method or encode the message differently to ensure that it is well understood. In an organization, formal communication is for the purpose of performance. Effectiveness of communication leads to efficiency of the persons working together in an organization. FEEDBACK: TYPES, FORMS AND LEVELS Feedback is not just a default activity in communication. In fact, organizations need feedback for its sustenance and enhancement. Feedback is the fodder based on which, they herald change, for it gives them an indication as to what, in their sell endeavour, is liked by the customer and what is not. This customer insight further helps businesses to retain those aspects which are perceived as their strengths while simultaneously working towards strengthening those areas that are diagnosed as their weaknesses. Feedback is sought by companies on several counts. The quality of the Product and Brand, the satisfaction of the customer, preferences of the customer, customer loyalty towards a brand, the quantuetc. The important ways in which this feedback is collected are as follows: (a) Surveys through administration of tools like questionnaires, interviews etc. providing insight into customers' purchasing decisions, their expression of user experience, and brand awareness. (b) Reviews providing a peek into the quality of the product/ service and customer perceptions about the same. (c) Testimonials expressing the customer satisfaction gradient (d) Feedback through Apps or Dedicated provision in company website. (e) Focus Groups of about 8 representative customers providing a discussion that generates a qualitative index for products or services. (f) Usability Tests where product is tested by real users and the arising difficulties expressed as feedback are specifically resolved by the development team. Feedback can be of different types based on different criterion like the nature of response given, time taken, the form in which response is given, the mode through which it etc. 1. Positive Feedback versus Negative Feedback: On the basis of nature, Feedback could be said to be positive or negative. When the receiver finds the sender's communication convincing, he gives a positive feedback. This could take the form of agreeing with the sender or nodding his head in agreement. In everyday life, we find so many instances of positive and negative feedback. For instance, when a child is trained in the norms of socialisation, he/she is instructed by the parent to show restraint and not take the snacks served immediately. If the child obeys the parent, he/she is rewarded with a chocolate or an ice cream on the way back (positive feedback) to reinforce the behaviour. However, if the child happens to have deviated from the expected behaviour, the parent takes the child to task on the way home and does not buy anything for thbringing on pressure on the child to mend his/her ways. Similarly, a teenager may be clearly instructed about the time he is expected to return home and yet, if he comes home late, he/she may find that the mother refuses to talk with him/her. This negative feedback is registered by the teen, who then follows instruction if only to appease the parent or to avoid unpleasantness. Thus, negative feedback is also desirable. Both reward or positive feedback and punishment or negative feedback, are essential to bring about desired behavioural change. In Business Communication, positive feedback will be an endorsing of company's product or services. It would imply that the customer is satisfied and will return to the company again in future. Moreover, the customer could also become your brand ambassador and could result in increased business. A negative feedback, on the contrary, leaves behind a discontented customer who will neither return himself nor ask others to do business with you. 2. Immediate Feedback versus Delayed Feedback: On the basis of time when feedback is given, it could be either immediate or delayed. When feedback is provided immediately after the communication is sent by the sender, it is called immediate feedback. For example, in a classroom situation, a student immediately indicates whether he/she has understood what the teacher is saying by nodding or by looking confused. However, sometimes it is not possible to provide feedback immediately. For example, after watching a television program, we are unable to provide feedback immediately. The show will receive a boost or will fail based on the TRP's received by them in course of time. Similarly, an author will receive feedback for his/her book after a considerable time as readers would require time to go through it and perceive whether it is useful or not. For businesses, immediate feedback involves getting a questionnaire filled in or calling for personal responses of the client, online or offline, immediately after he has successfully closed a transaction with the firm. Delayed feedback would involve posting a questionnaire online or calling for responses on the website or social media and the responses so remay not have the recency effect of any transaction of the respondent with the company. It may therefore mean that the customer may not know about recent upgrading carried out by you. 3. Oral feedback versus Written Feedback: On the basis of mode, feedback may be oral or written. Oral feedback is feedback provided orally, through words or gestures. It is not only very powerful but also a necessary mechanism. It is most widely practised. If a child expresses inability to understand something or puts across his doubts, he is offering oral feedback. It will enable the mother or teacher to mould his/her teaching on the basis of feedback. Also, an orator can gauge the thinking of the audience by asking stimulating questions and can adapt his content accordingly. In corporate life too, oral feedback is inevitable. It enables seniors to explain and juniors to understand where their work needs improvement and how it can be done in a more effective manner. Moreover, since there is no record keeping, employees do not feel threatened. Written feedback, on the contrary involves providing feedback in the written form. A report card given to students after an examination is an example of written feedback which indicates a student's strong points as well as weak points. Nowadays, regular feedback about the progress being made by the student is provided by educational institutes to parents. However, the feedback must be made available immediately after the exam for it to be meaningful. Oral feedback in organisations would be the face to face or telephonic interaction of the customer with the firm. It would include information elicited in response to queries by the customer relation person or in an interview conducted. Oral complaint although undesirable results in an admonishment. In corporate life, employees take a written feedback more seriously as it forms a part of their personal file and can become the basis for their future promotions and pay rise. Here, Written feedback could be both positive compliments or even written complaints. 4. Formal Feedback versus Informal Feedback: On the basis of structure, feedback could be formal or informal. A fethat is given in response to official demands is called formal feedback while one given casually out off records is called informal feedback. When a program is organized, at the end of the program, the viewers may clap or fill up a structured form or questionnaire, both of these may be considered as formal feedback. However, later on, what we say about the program to family and friends are instances of informal feedback. In MNC's, formal feedback is the structured response that is obtained through questionnaires and interviews while informal feedback is the opinion expressed by clients in their discussions with their counterparts. 5. Peer Feedback versus Self Feedback: On the basis of source, feedback may be peer feedback or self feedback. While Peer Feedback involves a review by other like-minded people, Self feedback is reflexive in nature. In corporations, when they look around and realize how things could be improvised, it is referred to as self feedback but if this realization of something being wrong is as a result of analysis by other companies may be called peer feedback. 6. Online Feedback versus Offline Feedback: In business organizations, when responses are received through online mode from social forums or from website platforms, it is called online feedback. However, when the feedback is collected at the site of business or by reaching out to the customers manually, it is referred to as offline feedback. Both these forms of feedback are important. It is possible to access Online feedbacks faster as link to a survey can be shared as soon as it's ready, in contrast to offline surveys that will require calling people or mailing them the survey or meeting them personally in order to administer the survey. At the same time, it is seen that offline surveys tend to, usually, produce higher response rates because of the personal touch and interpersonal relationship factor. However, the lower response rates of online surveys can be compensated by being able to reach more people and by using the right software and by making use of multiple languages in the survey to reach a larger clientele. Offline feedback provides the perspective of the computer-illiterate population. But there is an apprehension that the feedobtained offline may have an element of bias if the person administering the questionnaire or the interviewer is seen as someone at whom part of the feedback is directed at. Online surveys can overcome this problem due to the distance involved. Besides, they are colourful and appealing and prove to be timesaving as they only show relevant questions, pipe to reuse answers or define different end URLs. Offline feedback gains on the readability factor as it uses paper unlike online feedback that tires the eye as it involves reading on the screen but deciphering handwriting makes it difficult to comprehend the feedback. Yet, offline feedback provided immediately after the experience is considered more reliable. Besides the above, Keyton (2002) provides us with three different forms of feedback: descriptive, evaluative, and prescriptive. Descriptive feedback is the feedback that describes how a person communicates. For instance, a teacher trainee may ask her colleague to comment in details regarding her behaviour in the class from the point of her entry in to the class till she completes the lecture and leaves the class. Then the colleague would be required to provide a descriptive feedback regarding both her behaviour as well as effectivity of her instructions and communication skills. Evaluative feedback is the feedback that provides an assessment of the person who communicates. In the above case, if the teacher trainee is evaluated by her colleague and found to be effective both in teaching as well as in maintaining discipline then the feedback is positive, but if she suggests that the trainee lacks in the art of asking questions and keeping the class engaged, then the feedback is negative to that extent. Prescriptive feedback is the feedback that provides advice about how one should behave or communicate. For example, in the above case if the colleague suggests concrete means by which the trainee can overcome her lacuna and instructs her as to how she should incorporate questions in her delivery of lecture in order to make it totally effective, then she is providing prescriptive feedback to the Keyton also gives us four levels of feedback. According to him, feedback could be directed at a group or an individual. Simillarly it may address problems related to the completion of the task or the group dynamics (information about relationships within the group or individual behavior within a group). Task or Procedural feedback: Feedback at this level involves issues of effectiveness and appropriateness. Specific issues that relate to task feedback include the quantity or quality of a group's output. For instance, are clients satisfied with the new product? Did the group complete the promotion on time? Procedural feedback refers to whether a correct procedure was used appropriately at the time by the group. Relational feedback: Feedback that provides information about interpersonal dynamics within a group. This level of feedback emphasizes how a group gets along while working together. It is effective when it is combined with the descriptive and prescriptive forms of feedback. Individual feedback: Feedback that focuses on a particular individual in a group. For example, is an individual in the group knowledgeable? Does he or she have the skills helpful to this group? What attitudes does he or she have toward the group as they work together to accomplish their tasks? Is the individual able to plan and organize within a schedule that contributes to the group's goal attainment? Group feedback: Feedback that focuses on how well the group is performing. Like the questions raised at the individual feedback level, similar questions are asked for the group. Do team members within the group have adequate knowledge to complete a task? Have they developed a communication network to facilitate their objectives? Feedback can be in the form of questionnaires, surveys, and audio or videotapes of group interaction. It can also occur in activities such as market research, client surveys, accreditation, and employee evaluations (Liebler & McConnell, 2004). Feedback should be used to help a group communicate more effectively bmembers identify with the group and increase its efficacy. Feedback should not be viewed as a negative process. Instead, it should be used as a strategy to enhance goals, awareness, and learning. As a managerial tool, feedback enables managers to anticipate and respond to changes. Structured feedback enhances managerial planning and controlling functions. Because of the value of feedback, managers should encourage feedback and evaluate it systematically. (Source: http://healthadmin.jbpub.com/Borkowski/chapter4.pdf) Business Communication Business communication is any communication carried out by you in course of doing business in your capacity as business head or as someone associated with the business. It can be oral or written but should generally be essential for carrying out business. ADVANTAGES OF BUSINESS COMMUNICATION Business communications could make use of the exposure businesses get from different media to advertise the product or services your business deals in. It can be used to establish your credentials and be a trusted expert in your industry by providing your company's solution to problems commonly faced by business owners and such other helpful tips. Business communication in the form of a direct mail or email survey will help you know what your customers need and help streamline your products accordingly. Business communication is not just with customers but can also bring in bonding between the management and the employees. To do so, every action or policy decision should be explained by the management to the employees rather than enforce them in the form of rules which may not be appreciated by the employees. Business communication also takes place with suppliers, different government offices and otherBusiness communication can help resolve and prevent conflicts within the company between fellow employees as well as those misunderstandings caused with business associates due to business decisions. EMERGENCE OF COMMUNICATION AS A KEY CONCEPT IN THE CORPORATE AND GLOBAL WORLD Client communication takes place on a number of levels: marketing, sales and after sales. It begins with marketing, where the benefits of the products or services that a business offers are communicated. It establishes brand image and public trust for the organisation. The next level of client communication is sales. The sales force must be able to represent the company and its products accurately to potential clients. A failure on the sales front can cause irreparable damage to the business. But it is the after-sales which is the business's window to the world. If it is not handled well, it will ruin the clientele base. Also appropriate communication skills are required to represent the company to the world through the media as stakeholders may include shareholders, government and other interested parties. Thus, these skills have the power to make or break an organization. However, internal communication also, cannot be ignored. As these include communication between board members, communication between the board and the executive, communication to management and communication to staff, they form the backbone of the organisation. In a global world, we have to communicate globally to negotiate, to deal and to reach our target audience. A review of recent literature on management, job advertisements and career advancement suggests that in today's competitive employment market employers' value communication skills more than technical cIMPORTANCE OF COMMUNICATION IN THE CORPORATE WORLD 4. Business communication skills are exceedingly important for company executives as conduct of business in a professional environment requires a rapid inflow and outflow of communication. In an industrial context professional communication clarifies as also conveys information. Qualitative ability to disseminate information as also interact with designated target audience are essential to both business strategy and market performance. Good communicators have complete control of oral and written communication. Customers will get swayed if the executive sells with logic, has substance in his sales pitch and can handle business negotiations. He must arouse customer interest, hold customer attention, satisfactorily answer market queries and learn to clinch deals. 5. 1. Helps Corporate Branding: Communication has always been the core of the corporate world. From the moment potential employees see a recruitment advertisement to the day-to-day interactions with managers, every aspect of employees' interaction with organizations involves communication. Communication between the people and the company is the core element of a good corporate reputation. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. 6. 7 2. Helps Strategy Implementation: When organizations want to implement strategies, it is communication which enables understanding of the strategy and building of employment commitment towards it through coordination and sharing of responsibilities and capabilities. 3. Helps Client Development: Every job advertisement mentions "must possess good communication skills." Almost every job description calls upon good documentation and presentation skills. Client communication in any form- a telephone call or a conversation at a social gathering-is a client development opportunity. Communication skills bring about an ability to sell to a client before he makes a buying deciswhat clients like- rational opinion, professional competence and high confidence levels of executives. Sales are directly proportional to an ability to convince a designated target audience to buy. Customer enhancement ladder as also relationship marketing are possible if you can communicate persuasively and logically. 4. Helps Client Sustenance: A company executive must have well honed skills to answer customer queries. He must exercise both negotiation skills and deal closure ability. Market turnovers depend upon clinching deals and NOT losing margins and profits to unprofessional selling. Customers are business lifelines and their concerns are vital and must be addressed to their entire satisfaction. 5. Helps Sales Enhancement: Sales is a proactive exercise and involves changing mindset in a defined target audience. This requires having seasoned individuals in companies who can sell the product, convey company ethos as also outline the values of the company to people who will one day not remain just buyers but graduate to become company loyalists. 6. Helps Information Development and Dissemination : Topicality of information and its dissemination is a characteristic of a good market professional. Business sees a lot of policy changes and you lose both markets and credibility if you do not move with achievers. Quality managerial talent requires reading of professional literature specific to their domains and possessing both knowledge and presentation skills. The managers must work on holding a audience captive by their verbal articulation and must be surgically accurate in their drafting ability. 7. Enables Crisis Management: Any crisis in an organization is difficult to handle - economic crisis being the worst. At such times, each person associated with the company will need information and reassurance. If not assured on time, it can develop into low morale, high attrition and less productivity. For the senior executives of the company, this is acid test, as they have to control the crisis without panicking, as well as inform the public, uphold the company image and gthe lost goodwill. If well handled, the same employees have the potential to become the strength of the organization, by standing by the company and spreading positive message among the public. Similarly stockholders should be reassured through proper communication so that they do not indulge in panic selling off of their stock. 8. Develops Global Competence: As employees interact and communicate with each other, they develop an understanding of other regions, lifestyle and cultural variation existing all around the world. They therefore turn in to global citizens. This in turn helps them in overcoming cross cultural barriers during the conduct of business in different places across the world. DISADVANTAGES OF BUSINESS COMMUNICATION When too much of communication takes place, people working in your organization may be unable to understand which communication was important and which wasn't. Too many work related Emails may confuse employees. In most business communications, business owners tend to collaborate online with their employees and the personal touch is missed by the employees. Using media too often for marketing could irritate your customers rather than motivate them to buy products.